Style Guide 1
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Introduction Honey Dew Bee Company is located in Pittsburgh, Pennsylvania, and dedicated to producing quality honey and honey products to be sold at their local store and online. They are committed to education about the many health benefits of honey. This style guide focuses on introducing their new brand, which is clean and modern, with touches of rustic elements. Their new look is a bright move forward, while paying homage to their hometown roots.
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Table of Contents Brand Overview............................................................................. 5 Summary...................................................................................... 9 Mission.................................................................................. 10 Vision.................................................................................... 10 Logo............................................................................................. 13 Logo presentation...................................................................14 Logo variations.......................................................................16 Logo usage............................................................................ 18 Logo component usage........................................................... 20 Brand Colors..................................................................................23 Color palette and rules for usage............................................. 24 Typography....................................................................................27 Images..........................................................................................35 Collateral.......................................................................................39 References.................................................................................... 52
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Brand Overview
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Brand Overview Honey Dew Bee Company’s brand is clean and fresh, combining elements of the out doors with a modern feel. The colors are inspired from nature, and every element speaks to the new, exciting and homegrown honey products offered by Honey Dew Bee Company. The educational aspect of the company is highlighted as an important part of the outreach effort. The variety of products offered is important to communicate, as the offerings extend far beyond simple honey.
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Pantone: 531 CMYK: 9,24,0,0 RGB: 223,200,231 Hex: dfc8e7 Pantone: 7656 CMYK: 45,90,0,4 RGB: 142,58,128 Hex: 8e3a80
Pantone: 375 CMYK: 46,0,90,0 RGB: 151,215,0 Hex: 97d700
Pantone: 7406 CMYK:0,20,100,2 RGB: 241,196,0 Hex: f1c400
Pantone: 461 CMYK: 2,1,45,2 RGB: 233,223,151 Hex: e9df97
Pantone: 476 CMYK: 30,71,75,81 RGB: 78,54,41 Hex: 4e3629
natural
educational
quali ty 7
Summary
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Summary Honey Dew Bee Company is a small start-up with a big plan: to share their honey with western Pennsylvania via their store, and extend their reach to the entire United States through their website. Their mission is focused on offering a variety of quality products, while also remaining dedicated to their mission to educate about the health benefits of honey. Their vision is to grow their business while remaining true to their roots of natural honey, harvested locally.
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Mission: Offer the finest quality honey and honey products while spreading the message about the health benefits of honey.
Vision: Become the best provider of honey in Pennsylvania while producing the highest quality honey products.
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Logo
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Logo Presentation The logo is most often seen in these forms - with the yellow words and the white background. The honey bee mascot can be seen hovering underneath the “h” and “o”, to the left of the entire logo, or centered above the logo. Honey bee can also be used independently, as seen in this style guide, to symbolize the brand. It can also be placed anywhere near the logo, while respecting the distance indicated later in this document. In size, proportional to the logo, the honey bee should always be no smaller than the horizontal width of “hon” in honey and up to the horizontal width of “honey” when appearing with the logo.
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min size
max size
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Logo Variations
The logo can also be seen in these three common variations. It can appear in the brown color found in the color palette on white or light colored backgrounds. The black logo is appropriate for white or light colored backgrounds. The colored or black and white version of the honey bee (shown) are appropriate for the first two logos on this page. The white logo is used on black or very dark colored backgrounds. There is no white version of the honey bee approved for use.
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Logo Usage
The four color, yellow logo on a plain, white background is the most often used logo. It should never be used smaller than 1.5 inches in width, in the interest of readability. Never use the four color, yellow logo on a colored background or a textured background, it is hard to read. Never stretch or skew the logo to be in any other proportion than was originally created.
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min size = 1.5 inches
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Logo Component Usage When the logo appears by itself, always space distance around it proportionate to the letter “e” in the logo. The bee is allowed to be around the logo, as it appears on collateral, in any size necessary, as long as it maintains this distance. When placed with the logo and not respecting the “e” spacing listed above, never place honey bee in any location other than the three listed earlier, centered above, off to the left or underneath “hon”. When used with the logo, never place honey bee on the logo smaller than “hon” or larger than “honey”.
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Brand Colors
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Color Palette and Rules for Usage The color palette is derived from nature and represents Honey Dew Bee with a bright, modern feel. The rules for usage are listed below. Color Font Stylized Font Background Logo X X X X X X X X X X X X
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Pantone: 375 CMYK: 46,0,90,0 RGB: 151,215,0 Hex: 97d700 Pantone: 461 CMYK: 2,1,45,2 RGB: 233,223,151 Hex: e9df97
Pantone: 7656 CMYK: 45,90,0,4 RGB: 142,58,128 Hex: 8e3a80
Pantone: 476 CMYK: 30,71,75,81 RGB: 78,54,41 Hex: 4e3629
Pantone: 531 CMYK: 9,24,0,0 RGB: 223,200,231 Hex: dfc8e7 Pantone: 7406 CMYK:0,20,100,2 RGB: 241,196,0 Hex: f1c400
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Typography
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Typography
Tahoma is the headline font, and also the body copy font for the website. As it is sans serif and easily read, it is ideal for both headline and body copy use. It can be used at many sizes, and in many colors.
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Tahoma
Aa ABCDEGFHIJKLMNOPQRSTUVWXYZ abcdegfhijklmnopqrstuvwxyz 1234567890!@$#%&
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Typography
The extremely stylized sub-head font is Halo Handletter. This font is to be used carefully, and at a large size so it is legible. It should never be used in body copy. Being elegant and modern, it blends well with the rustic and natural look of Honey Dew Bee Company.
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Halo Handletter
Aa
ABCDEGFHIJKLM NO P Q RS T UV WXYZ
abcdegfhijklmnopqrstuvwxyz 1234567890!@$#%&
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Typography
Minion Pro is the font to be used for body copy for print materials. A simple, though serif, font, it blends well with the other two fonts chosen. It it legible at a small size, making it a great choice for print body copy. It may also be used on collateral labels where appropriate.
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Minion Pro
A
ABCDEGFHIJKLMNOPQRSTUVWXYZ abcdegfhijklmnopqrstuvwxyz 1234567890!@$#%&
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Images
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Images
Images should be similar to those found on page 7 and throughout this book. Is is not appropriate to use people in imagery for Honey Dew Bee Company when possible to show the product without a person in the picture. When necessary to show people, they should not be the main focus point in the picture. All imagery should be of a high quality, with a nice balance of colors that reflect the color palette and blend with the rest of the imagery. Cluttered, low-quality images are to be avoided.
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Collateral
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Collateral
Collateral should be clean and bright. It should be simple, and utilize the logo and the hexagon shapes whenever possible. A few samples are shown here.
These aprons are intended for use in the store, and also as items for sale. The candles represent some of the 100% pure beeswax collection.
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Collateral
Collateral should be clean and bright. It should be simple, and utilize the logo and the hexagon shapes whenever possible. A few samples are shown here.
The lip balm shown here has a clear lid, embossed with the honey bee. The jar of honey is also embossed with the honey bee.
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Collateral Overall the mood of the website, in every format, should be bright and welcoming, with good use of white space to convey the modern feel. The typography is sans serif and conveys the simplicity of the construction, with a focus on ease of navigation. The website should follow this general page construction. It includes graphic elements like the honeycomb shape, and use of the primary yellow and black colors. Subsequent pages can use the additional colors on the color palette. The mobile app is a simplified version of the website, and it is appropriate to use symbols from the Font Awesome glyphs choices to represent the navigation. The same imagery as well as the news and events should be represented. The search bar is also located in an easily visible spot, bottom left. The logo retains it’s prominent spot, as do the yellow, gray and black colors. Again, the remainder of the color palette can be used on the subsequent pages. 44
News
Events Search
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Collateral
Advertising, like these billboards, should be constructed following the same clean and modern principles. Utilizing the main fonts carefully, each message is compact and to the point, which is important in this medium, billboards. The first billboard utilizes the logo to bring people to the store. The second billboard focuses on advertising for the website, and the name of the website takes the place of the logo. The imagery in both is consistent and clean, with high quality images that portray the product being sold.
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Collateral
Additional collateral, like this letterhead, continues in the trend with simple and elegant designs utilizing the honeycomb shape. The use of white space is crucial to this design for Honey Dew Bee. This letterhead deconstructs the logo and just uses the bee for a simplified second page, and matches the envelopes with the same triad of honeycombshapes next to the logo.
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Stationery: Letterhead & Envelopes
Letterhead first page
Letterhead second page
Envelope front and back 49
Collateral
This trifold brochure combines a rustic backdrop with clean imagery and good use of white space to communicate information about the history of honey, the health benefits, and also the products available for sale. Notice the simple hexagon shapes are repeated throughout the brochure, as well as the clean yellow headlines.
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References
Apron [Photograph]. Retrieved on November 16, 2014 from http://rlv.zcache.ca/plain_white_ apron-rb522c236b7ef497a8f1665e774e9657a_v9wta_8byvr_512.jpg?bg=0xffffff Bee [Photograph]. Retrieved on October 4, 2014 from http://bees4communities.files.wordpress. com/2010/07/bee.jpg Beehive [Photograph]. Retrieved on November 16, 2014 from http://media.mnn.com/sites/default/ files/editorial/beehive_types.jpg Beehive with man[Photograph]. Retrieved on November 16, 2014 from http://i2.cdn.turner.com/ cnn/2009/images/03/26/spring.pollination.thai.worker..jpg Bee comb [Photograph]. Retrieved on October 4, 2014 from http://www.nature.com/polopoly_ fs/7.11466.1374001500!/image/1.13398.jpg_gen/derivatives/landscape_630/1.13398.jpg Bee diagram [Illustration]. Retrieved on October 4, 2014 from http://www.exploringnature.org/graphics/honeybee_diagram15072.jpg
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References Bee diagram [Illustration]. Retrieved on October 4, 2014 from http://www.exploringnature.org/graphics/honeybee_diagram15072.jpg Bee purple flower [Photograph]. Retrieved on November 22, 2014 from http://i.guim.co.uk/static/w-700/ h--/q-95/sys-images/Guardian/Pix/pictures/2013/7/19/1374229846724/A-bee-collects-nectar-of--009.jpg Brown soap [Photograph]. Retrieved on October 4, 2014 from https://www.etsy.com/listing/79628909/ eco-friendly-natural-soap-bar-handmade?ref=shop_home_active Candles [Photograph]. Retrieved on November 16, 2014 from http://cdn2.bigcommerce.com/ server500/3t15sji/products/81/images/305/8in__41000.1406269374.1200.720.jpg?c=2 Clover [Photograph]. Retrieved on October 4, 2014 from http://data3.whicdn.com/images/22927174/ large.jpg Fossil [Photograph]. Retrieved on November 15, 2014 from http://media-cache-ec0.pinimg. com/236x/77/82/32/778232d3d95db8cebd0bfc1107188b1b.jpg Hand rolled candles [Photograph]. Retrieved on October 4, 2014 from http://www.orthodoxcandles.com/ beeswax-candles-pictures/2012/06/hand-rolled-beeswax-candle.jpg jpg?v=1&c=IWSAsset&k=2&d=FqPt7oRd3145StZAjsnSsFEBUwKWmRlVQJwe6tIJo%2BY%3D Wood texture [Photograph]. Retrieved on October 11, 2014 from http://www.wildtextures.com/wpcontent/uploads/2011/11/wildtextures-dark-wood-board.jpg
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Honey [Photograph]. Retrieved on October 4, 2014 from http://image.digitalinsightresearch.in/uploads/ imagelibrary/nri/food/honey.jpg Honey jars 3 [Photograph]. Retrieved on October 4, 2014 from https://thisisbravetalk.files.wordpress. com/2013/05/url-36.jpeg Lavender fields [Photograph]. Retrieved on October 4, 2014 from http://www.packetinsider.com/blog/nature/ wp-content/uploads/2009/10/carolusel-farm-pa-pergola-lavender.jpg Melon [Photograph]. Retrieved on October 4, 2014 from http://www.onestopvapers.com/image/cache/data/ eliquids/honeydew-melon.20885139_std-900x900.jpg Organic lip balm [Photograph]. Retrieved on October 4, 2014 from http://3. bp.blogspot.com/-Z3ArgNr5l-w/UWshoDukIaI/AAAAAAAALuA/Zx9pDskpK2o/s1600/ homemade+organic+lip+balm-5.jpg Spoonful of honey [Photograph]. Retrieved on November 16, 2014 from http://image.shutterstock.com/display_ pic_with_logo/152950/138957731/stock-photo-honey-dripping-from-a-wooden-honey-dipper-isolated-on-whitebackground-cutout-138957731.jpg Woman with honey [Photograph]. Retrieved on November 16, 2014 from http://cache3. asset-cache.net/gc/103367567-girl-holding-honey-dipper-above-honey-jar-gettyimages. jpg?v=1&c=IWSAsset&k=2&d=FqPt7oRd3145StZAjsnSsFEBUwKWmRlVQJwe6tIJo%2BY%3D Wood texture [Photograph]. Retrieved on October 11, 2014 from http://www.wildtextures.com/wp-content/ uploads/2011/11/wildtextures-dark-wood-board.jpg
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