BRANDING GUIDE
2014-2015
Table of Contents 1. our brand position
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2. our logo
6
3. our typeface
12
4. our colors
13
5. our tagline
14
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7. photography usage
22
8. social media
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6. marketing material
9. final thoughts
Our Brand Position Lizard Juice began as a small electronic cigarette wholesaler and distributor in Pinellas Park, Florida. In the latter part of 2012, Lizard Juice’s founder, Gary Wilder, recognized the potential of the repeat customer in a retail setting. Mr. Wilder knew that an estimated 19 percent of all adults in the United States smoke traditional cigarettes. He saw the enormous potential for the smoking alternative that is the e-Cigarettes industry. Lizard Juice has positioned itself as a premium brand in a competitive industry. Our motto is ‘Changing Lives, One person at a time’, and we live and run our businesses by this motto. We are well positioned to take a large market share of the booming e-Cigarette industry by targeting Smokers, not ‘Vapers’, because they are by far the largest available target audience who are looking to change their lives for the better.
The Visual Characterstics of our brand: • simple • clean • coehsive
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5
Our Logo It is important we keep our look coehsive across all platforms of our business: print or web. Our logo has changed a few times over the years, but recently we’ve decided to remove the carbon fiber and go for a simple flat look.
old version
DO NOT USE ANYMORE
current web version
current flat black version
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DOs • Do use our logo on solid color backgrounds. • Do use our logo vertically for banners, promotional tents, & labels. • For certain situations you may alternate logo, however stick with our primary colors or product colors.
For example, we may change the lizard color
to match a new juice.
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Logo DONTs • Do not use our logo on patterns, overly gradient backgrounds, or distracting backgrounds. • Do not use our logo upsidedown. • Do not alternate logo font or change lizard to distracting colors, patterns, or gradients that don’t match our brand unless given permission. • Don’t size logo down to a size where it’s illegible • Do not ever use a pixelated logo!
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Adding Content Every so often we add “E-CIGARETTE” to our logo to help people understand quickly who we are and what we sell. We encourage adding “E-CIGARETTE” for promotional materials. You may also use this spot for your location title.
E-CIGARETTE note: Lizard foot goes above letter. Ends must line up. On black, it must line up with white
E-CIGARETTE
SEMINOLE 9
Our Lizard The lizard is our most recognizable feature to our brand. It’s been the one feature to never change. It is thus important that we make sure the way the lizard is used is appropriate and fitting to the brand.
DO
• The Lizard’s head always has to be facing up. • The Lizard may face left or right. • The Lizard should remain black, green, or white UNLESS given permission from corporate (for example, you may want the lizard pink to represent a juice or breast cancer awareness)
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DONTs
Do not place text around lizard & make it a logo.
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Our Typefaces GOTHAM FAMILY If you do not own Gotham, you may use one of these free alternatives
• Lato • Montserrat • Nexa Please use Gotham (or the alternatives above) for majority of headlines & body copy on promotional materials. This font is typically not available for web/email usage, so in that case please use Helvetica or Arial. • We kern our lettering between -25 to -75 on some occasions. • PLEASE do not use fonts such as hobo, comic sans, papyrus, or any other hideous typeface. If you are unsure about one, please message corporate for suggestions.
DO NOT KERN OUT DO NOT KERN IN TOO TIGHT
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Our Colors Primary Colors
White
Black
Lizard Green RGB: 149, 201, 81 CMYK: 46.69, 0, 89.51, 0 HEX: #95C951 PMS: 375C
Lite Lizard RGB: 185, 217, 137 CMYK: 30, 0, 60, 0 HEX: #BAD985 PMS: 366C
Accent Colors OJ RGB: 247, 148, 30 CMYK: 0, 50, 100, 0 HEX: #F7931D PMS: 151C
Burnt Orange RGB: 243, 112, 33 CMYK: 0, 70,100, 0 HEX: # F36F21 PMS: 165C
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Our Tagline
Lives
Changing
One Person at a Time.
This is our motto. It’s why this company started and why it continues to grow. • Font: Edwardian Script ITC • You may change the color of the tagline all to one color. If possible always color “Lives”. • “Lives” must always be larger in apperance than the other font. Shown below is how we have been measuring it. • You may lay out the tagline in several different ways however we prefer it to read it as one line.
Lives
Changing
For Franchises:
Lives
Make Changing
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One Person at a Time.
Your Business.
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Marketing Material We are trying to keep our look cohesive and organized throughout our entire brand. We’re taking a simple & clean approach. We’re going straight to the point. We don’t want to overwhelm people. Instead we want them to catch interest and walk into one of our stores (or visit our website). Here are some general guidelines when designing for emails, flyers, tradeshow banners, etc. • Use our most recent logo • Avoid using gradients and distracting patterns. • Studies show items with more visual elements do better. We want to show more imagery whether it’s a product shot, or a photo of a happy customer, we want every piece that is sent out to show a bit of what we offer and who we are. • Before designing, always ask yourself, “How do we get the customer into the store?” “How do we get the customer to purchase x product?” • Please be sure not have ANY pixelated images. • Do not overcrowd content on your piece. Keep in mind not everything has to be on your flyer or email. Only put what is necessary. • We suggest the following elements on marketing material: - Logo (With E-Cigarrette added) & Location Name - Contact information (Address, Phone, Email) - One product shot or “lifestyle” shot based around “Changing Lives One Person at a Time.” - Coupons! - Our Website LizardJuice.com <--- Keep site address in this type format
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examples
For emails we prefer you keep them sweet & simple. • Please use our most recent logo. Do not use a pixelated version. If you do not have the most recent logo file, please contact corporate. • White backgrounds for content are preferred. If you want the background for the whole email to be another color, we recommend black or our lizard green. • Space out the content • Use product images if needed • You may use stock images, but if you can try to use photos that capture “Changing Lives One Person at a Time.” • Don’t forget icons to your social media sites! Everyone wants to keep in touch and see what your store (and our brand) is doing!
Photography Usage Right now we are in the process of re-shooting our products, stores, and team photos. We will do our best to provide you with all the files that we shoot. You may use them on promotional materials & social media. If you hire a photographer to take some images for you please keep the following in mind: • We encourage photography at any event you hold. Keep in mind if you plan on using it for your website or social media you will need permission from the subjects you are shooting. • We have a model release form available on our Google Drive if you need one. • If you are shooting any products, we prefer it be on a white background or a solid background this way we can remove the subject from it. • For product photography, get several different angles. Not just straight on. • If you are planning a studio session please make sure the theme of it goes with “Changing Lives One Person at a Time”.
Social Media At this point each store should have their own social media page. We want to make sure we are keeping in touch with our customers and building brand loyalty. Social Media is the easiest way to get your message out there. Within minutes something can go viral and hundreds to even thousands of people can view your post. Find creative ways to get your clientele to interact with you ESPECIALLY on Facebook. Facebook has made their algorithms a bit more difficult to get your posts out there so you have to post things that are trending or that will get people to interact. Ask them about flavors they love, or products they enjoy. Also, have fun and do a contest every so often! If you have sevearl social media outlets, consider using IFTTT. IFTTT allows you to create “recipes” that will automatically post from one outlet to the other, thus doing all the work for you. It’s easier to manage this than 4-6 different social media options. Don’t forget hashtags! People love hashtags and use them to find what’s relevant in their area. Most imporatantly, HAVE FUN with your social media pages!
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Final Thoughts If you are unsure about anything, donâ&#x20AC;&#x2122;t hesitate to contact us. We recommend that everything goes through corporate for approval & feedback before items are sent out to the public. You can send your designs and ideas over to alyssa@lizardjuice.com Thank you.