T sma R sTaRT STYLE GUIDE By Amanda Enloe
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CONTENTS
Voice and Tone............................................2 Color Palette................................................3 Textures and Shapes....................................4 Typography...................................................5 Imagery.........................................................6 Logo...............................................................7 Applications.................................................9
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VOICE
TONE
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Professional
Personal
Convenient
Smart Start is a retail store with a big heart. Having a baby is wonderful but can be very stressful. Smart Start wants to help relieve the stress by providing professional, personal, and convenient service for the parents. We also cater to anyone else who would like to help ease the process and help the new baby have a healthy and happy start so that it can grow, play, and learn.
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COLOR
PALETTE
Precious Pink
Delightful Blue
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#cfe5f7
R: 249 G: 203 B: 223
R: 207 G: 229 B: 247
C: 0 M: 25 Y: 0 K: 0
C: 17 M: 3 Y: 0 K: 0
Soothing Purple
Cleaver Green
#dfcce4
#d2e8c5
R: 223 G: 204 B: 228
R: 210 G: 232 B: 199
C: 10 M: 20 Y: 0 K: 0
C: 18 M: 0 Y: 27 K: 0
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TEXTURES Smart Start is in the business of baby items. Babies are know to be soft, and cuddly. Smart Start brand wants to these qualities as well as confort. Cotton, fur, and plush are the appropraite textures to use for Smart Start.
SHAPES
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Shapes are not a big concern with smart start. The use of the blocks in the logo should be the only usage of square shapes. Smart Start is about babies and should use more circles and curves. These represents harmony, perfection, movement, happiness, pleasure and rhythm. Anything with corners will not give the audience a since of confort. Abstract shapes are also an option.
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TYPOGRAPHY Header One baby blocks Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 7 8 9
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SUB HEADER BABYDOLL ABCDEFGHIJKL MNOPQRSTUVW XYZ0123456789
Header Two BadBlocks TT ABCDEFGHIJKL MNOPQRSTUVWX YZ0123456789
BODY COPY THONBURI Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 123456789
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IMAGERY
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Imagry for Smart Start needs to be soft and comfortable. The curves and images of the mother and baby deliver the since of serenity. The baby icons are self explainatory. Other similar baby images can be used.
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LOGO The M in Smart is the x. It is the only letter that does not repeat itself. It is also the widest letter. This gives the logo maximum readability.
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sma sTa sma sTa sma sTa
RT RT RT RT RT RT
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sma R T sTaRT Where smart Parents start
sma R T sTaRT Play Learn Grow
The logo can be modified by color and one of the subheaders can be applied when applicable.
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APPLICATIONS
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