JustBee Brandstandards

JustBee Brand Standards Manual | Art334 A | Graphic Design II | Professor Jane Dorn, Spring 2016 | ŠAnna Tabor, 2016

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JU STBEE

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WHO WE ARE Nature and People are the foundation of our business. At JustBee, we create cosmetics and skin care items that harness the power of nature. From the care taken in selecting each ingredient, to the feeling you get from using them, our formulas nurture the life of your skin, lips, and hair. We see JustBee as a company dedicated to maintaining the balance between contemporary business and mother nature.

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TABLE OF CONTENTS WHY IDENTITY STANDARDS?

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MISSION, VISION & VALUES

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LOGO & APPLICATION brandmark

lockup options clearspace

minimum size misuses

COLOR & APPLICATION

color palate

logo in color

logo in b&w

background images misuses

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TYPOGRAPHY

Type system

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BRAND IDENTITY PACKAGE Letterhead Envelope

Business card

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TOUCHPOINTS

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CREDITS

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WHY IDENTITY STANDARDS? The purpose of this document is to establish a consistent communication that builds JustBee’s reputation and visual identity. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice. Questions should be directed by e-mail to the JustBee Corporate Office at marketing@justbee.com.

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MISSION, VISION, AND VALUES Mission: To create high quality products with natural ingredients that provide exceptional care to both people and nature.

Vision: To stand out in the natural care industry and in the commercial care product industry, by creating products that work exceptionally and to create a company that changes the way we live.

Values: Most companies look out for the bottom line. We do, too. In fact, we have a triple bottom line: people, profit, planet. You can’t have one without the other two. So when we look after our own, we mean everybody: our employees, our customers, our families, ourselves. And yes, our environment, too. Our ingredients—right down to the packaging—are simple, natural, and responsible. We practice what we preach—and we hope to set the example for others to follow.

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LOGO AND LOGO USAGE The logo is the central identifier in our companies visual identity. To maintain a cohesive brand, the following pages outline the proper use of the logo and brandmark by clearly presenting the correct and incorrect usage of the designs.

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BRAND MARK The JustBee brandmark must always be clearly visible, sized according to standards, and displayed in any media, both print and digital, in its approved colors. There are three parts to the JustBee logo: the symbol, wordmark, and tagline. These components can be used together, or separately for JustBee branding. A full list of approved options are on the following pages.

symbol

word mark

JU STBEE care for what’s good tagline

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LOCKUPS There are four different lock options. It is preferred to include the bee symbol in your lockup, but in extreme cases, option 1. can be utilized. The lockup options are as follows:

1.

1. The wordmark 2. The symbol 3. The symbol and the wordmark 4. The symbol, wordmark, and tagline

2.

3.

4.

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JU STBEE JU STBEE care for what’s good

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CLEARSPACE: To maintain a consistent representation of the brand, clearspace is necessary around the brandmark. In order to protect and define the appropriate space, the hexagon from the bee symbol’s torso is used to maintain the space necessary. There are 4 different brandmark options and on the following pages, the clearspace will be clearly defined. If the design allows it, you may provide more space around the mark than shown.

w h

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CLEARSPACE CONT. w

w

h

h

JUSTBEE E

3/4 of h

JUSTBEE

care for what’s h good

w h

w

JUSTBEE

h

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MINIUM SIZE To maintain a consistent image and to keep the brandmark readable and legible for all JustBee branding materials, maintain the scaling guidelines. On the right are the smallest measurements for the minium size of the JustBee logo.

.2’’

JU STBEE

.21’’

.48’’

.31’’

JU STBEE JU STBEE care for what’s good

.61’’

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.21’’

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.31’’

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MISUSES There are four approved brandmarks for JustBee, meaning that there are many possibilities for misuse of the brandmark.

Listed are the most common misuses which will clarify any questions you may have about the brandmark’s use.

1. Do not tilt any part of the brandmark

2. Do not repeat the symbol

JU STBEE JU STBEE 3. Do not change the ratio between any part of the brandmark

JU STBEE care for what’s good

5. Do not just use the wordmark and the tagline

4. Do not put the symbol to the left or right of the wordmark

care for what’s good

6. Do not just use the symbol and the tagline

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COLOR AND APPLICATIONS Color is powerful as it is vital for brand recognition and can be a visual cue to customers about the products they are buying. Because of our extensive line of products, it is important to follow the color guidelines.

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COLOR The colors to be used primarily for all branding is the sea foam blue and golden yellow.

The other three colors may be used for the wordmark and tagline, but only the golden yellow is reserved especially for the symbol.

Please refer to the following pages for addition examples.

C: 30 M: 14 Y: 25 K: 0 R: 180 G: 197 B: 187 HEX: B4C5BB PMS: 5595 C PMS: 5655 U

C: 42 M: 77 Y: 48 K: 33 R: 117 G: 63 B: 79 HEX: 753f4f PMS: 7642 C PMS: 7421 U

C: 0 M: 24 Y: 74 K: 7 R: 237 G: 180 B: 62 HEX: edb43e PMS: 2006 C PMS: 7405 U

C: 56 M: 19 Y: 40 K: 47 R: 70 G: 106 B: 98 HEX: 466A62 PMS: 5545 C PMS: 3305 U

C: 8 M: 32 Y: 13 K: 0 R: 228 G: 180 B: 190 HEX: E4B4BE PMS: 509 C PMS: 502 U

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LOGO IN COLOR When the color is utilized the brandmark, there are few possible variations. While the sea foam blue and golden yellow are preferred, JustBee realizes that this will always be the best choice for the design. While the golden yellow must always be used for the symbol (this does not apply to the solid black and white color applications), the wordmark and tagline’s colors can be changed to fit the project or product.

JU STBEE care for what’s good

JU STBEE care for what’s good

JU STBEE care for what’s good

JU STBEE care for what’s good

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LOGO IN B&W There are few instances in which the black and white logo must be utilized, but if such a case occurs, the corresponding images detail the proper usage.

JU STBEE care for what’s good

C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 HEX: FFFFF PMS: BLACK

JU STBEE care for what’s good

C: 0 M: 0 Y: 0 K: 0 R: 225 G: 225 B: 225 HEX: 000000 PMS: WHITE

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BACKGROUND IMAGES The JustBee logo may be places on top of an image, as long as the image does not detract, alter, or take away from the brandmark in anyway. When placing the brandmark on an image, the white logo is the only available option. If you have any questions about placing the logo on an image, please contact the JustBee design team.

JU STBEE JU STBEE

JU STBEE

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MISUSES The JustBee brandmark may be places on top of an image, as long as the image does not detract, alter, or take away from the brandmark in anyway. Please use the white logo option exclusively.

JU STBEE

1. Do not use logo unless it is white.

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3. Do not put logo on a busy background.

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2. Do not put logo on busy background where the while logo can become lost.

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4. Do not put the logo over a face.

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care for what’s good

5. Do not use the tagline if you are doing an image overlay.

6. Do not lower the opacity of the logo.

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TYPOGRAPHY The JustBee typography is meant to be clean and legible. This typographic system applies to all aspects of the brand identity including signage, digital media, and collateral materials.

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TYPE SYSTEM In order to retain a cohesive brand identity, typography plays a huge role in JustBee’s brandmarks, touchpoints, and collateral material.

While Avenir is used for a majority of all design material.

Take note that: Headers should be set in all majuscules.

All body copy should be set in Avenir book or light.

Roboto Slab Light can be used for the name on the business card, as well as specifying the type of product (for example, you can use Roboto Slab Light when you say hand lotion, hand soap, lip salve, etc. You would not use Roboto Slab when saying the particular name or scent of a product, if the name was given to the product specifically by JustBee. An example would be Red Pomegranate, Summer Honey, Coconut & Pear.

AVENIR LIGHT AVENIR LIGHT OBLIQUE AVENIR BOOK AVENIR ROMAN AVENIR BOOK OBLIQUE AVENIR OBLIQUE AVENIR MEDIUM AVENIR MEDIUM OBLIQUE AVENIR BLACK AVENIR BLACK OBLIQUE AVENIR HEAVY AVENIR HEAVY OBLIQUE ROBOTO SLAB LIGHT

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BRAND IDENTITY PACKAGE The JustBee brand identity sets the tone of the company through visuals. Because we want to connect with our customers and employees, we need to be able to set a consistent set of visuals and standards that represent us and our brand.

Overall, the JustBee brand identity package represents the beautiful balance achieved by JustBee to create a company centered on nature and business.

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LETTERHEAD 1.1’’

FORMAT 8.5” x 11” PAPER TYPE Strathmore Premium Ultimate White 70 Text BODY TYPEFACE Avenir Light 10/12 pt.

100% Black

.6’’ 1’’

.36’’ .20’’

FOOTER PMS: 5655 U

.36’’ .36’’

1.22’’

1’’

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ENVELOPE FORMAT 9.5” x 4.125” PAPER TYPE Mohawk Carnival Smooth Steller White 24 lbs.

BODY TYPEFACE Avenir Light 10/12 pt.

100% Black

.24’’

.15’’

.27’’

.59’’ 1.65’’

RETURN ADDRESS PMS: 5655 U

.48’’

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BUSINESS CARDS FORMAT 3.5” x 2”

.25’’

PAPER TYPE Strathmore Premium Ultimate White 100 lb.

.25’’

.89’’

FRONT JustBee logo NAME Roboto Slab Regular 11 pt.

PMS: 5655 U

.25’’

TITLE, E-MAIL, & PHONE Avenir Light Oblique 8/10 pt.

PMS: 5655 U

.25’’

.25’’

.3’’

.73’’ .89’’

.89’’

.25’’

.3’’

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TOUCHPOINTS JustBee’s range of influence is not confined to a physical setting, but to a digital realm as well.

Through touchpoints, JustBee is able to increase brand identification and familiarity.

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CREDITS graphicriver.com burtsbee.com unsplash.com creativemarket.com behance.net everyinteraction.com

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