GRAPHIC STANDARD
TABLE OF CONTENTS 4 Mission Statement 5 Visual Identity
6 The Logo
7 Logo Sizing
8 Color
9 Typography
10 Proper Usage
11 Improper Usage
12 Business System
13 Letterhead
14 Envelope
15 Business Card
16 Marketing Applications
17 Delivery
18 Signage
19 Website
20-22 Merchandise
MISSION STATEMENT Easy Peasy Inc. is a company that specializes in the production of seasoned roasted peas, a vegetablebased snack originated from Japan. Made with the healthiest ingredients and packed with ready-to-go packaging, Easy Peasy Inc. aims to spread the roasted pea snack’s beneficial qualities to a wider audience and promote a healthier lifestyle for the consumer.
4
MISSION STATEMENT
VISUAL IDENTITY
5
THE LOGO The logo created represents the origins of the actual product as a way to establish recognizability for the consumer. To do so, a familiar image of peas in a pod is incorporated into the logo, allowing it to be recognizable even while standing alone without its product.
An image of peas in a pod is combined with the typography of the logo to add recognizability.
Handwritten-like script font is used to add friendliness to the logo, making it more welcoming for the younger audience.
Shine is added to the three peas to provide depth and focus on the main product.
6
VISUAL IDENTITY
LOGO SIZING 14x x
8x
x x
x
The original ratio of the logo should be maintained when in usage. It is scalable to any size given, but is recommended to be no smaller than 1’’ x1’’ to maximize legibility. Original colors and details within the logo should not be altered when in use. A distance of x must be kept around the entire logo to maintain its quality.
VISUAL IDENTITY
7
COLOR
Lively shades of green are used to represent the healthy benefits of the product while adding
CMYK: 84, 18, 100, 4 RGB: 34, 147, 70 HEX #: 229346
CMYK: 47, 1, 99, 0 RGB: 148, 197, 63 HEX #: 94C53F
CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX #: FFFFFF CMYK: 58, 15, 68, 1 RGB: 118, 171, 119 HEX #: 76AB77
8
VISUAL IDENTITY
TYPOGRAPHY
Typography of the logo utilizes handwritten script fonts to add casualness, while sans serif fonts are used for written materials to allow legibility.
“easy”
Logo
“peasy”
*the word “easy” on the logo is a self-written script font.
PAT HOUT
ABCDEFGHIJK LMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%&
Heading
Business
BRANDON ABCDEFGHIJKLMNOPQRSTUVWXYZ GROTESQUE abcdefghijklmnopqrstuvwxyz 1234567890@#$%&
Body
AVENIR ABCDEFGHIJKLMNOPQRSTUVWXYZ NEXT abcdefghijklmnopqrstuvwxyz 123456789?!@#$%&
VISUAL IDENTITY
9
PROPER USAGE
Greyscale
4 Color Process
Color background can be used in conjunction with at least x distance around the logo.
At 1.5’’ width or smaller, shine detail on peas can be removed to sustain the quality of the logo. 1.5’’ in width
10
#FFFFFF (white) or #D0E180 (yellow-green) is recommended as the background color. CMYK: 21, 0, 64, 0 RGB: 208, 225, 128 HEX #: D0E180
VISUAL IDENTITY
IMPROPER USAGE
VISUAL IDENTITY
Using effects on the logo
Distorting the logo
Using a background less than x distance around logo
Changing the default colors
Using colors of the logo as the background (with the exception of white)
Removing elements from the logo
11
BUSINESS SYSTEM
12
LETTERHEAD FRONT The 8.5’’x11’’ letterhead is designed to appropriately represent the company’s product. and image. Letter opening and ending text may use colors of the logo to add distinction. A 1’’ x 1’’ margin should be maintained throughout the letter. The content of the letter should be in 12 pt. font, Alegreya Sans. The opening should be bolded, with the font size of 14pt. The back of the letterhead is of a lighter green background (#D0E180), with a 4’’ wide logo on its lower right. The logo should be at 70% opacity, with a 1/2’’ margin. When folded, the size with the large logo shouldbe be seen at the top to emphasize company identity.
BACK
BUSINESS SYSTEM
13
ENVELOPE FRONT
The #10 envelope is designed to complement the letterhead to maintain consistency. Green is used as the opening of the envelope, and is also lined all over on the inside of the envelope. The logo, with a circular light-green background, is placed in the middle to seal the envelope. The header of the envelope should be placed on the top left corner, with a 3/4’’ margin. There should be a 1/8’’ gap between the logo and the return address.
BACK
14
BUSINESS SYSTEM
BUSINESS CARD FRONT
The 2’’ x 3.5’’ business card is kept simplistic to provide maximum attention to the company’s brand. The logo is centered on the front, and the website is placed on the bottom right. with 0.25’’ margin.
BACK
BUSINESS SYSTEM
The green column on the back of the business card should be 1.75’’ in width, while the lighter green thing strip on the right should be 0.25’’. There should be a 0.5’’ margin on the top and bottom of the text area, and 0.75’’ margin on the lft and right. All text should be in 8pt. font, Brandon Grotesque font. The name should be accentuated in green and capitalized with a 11pt. font.
15
MARKETING APPLICATION
16 BUSINESS SYSTEM
16
DELIVERY Designs for delivery vehicles and packages will greatly reflect the company’s image as they travel from location to location. The delivery vehicle will act as an advertisement piece for the company, while the boxes are made to distinguish themselves from other companies while maintaining brand cohesion.
Delivery Truck
MARKETING APPLICATION
Shipping Boxes
17
ADVERTISEMENT The product will be advertised on billboards near freeways to attract the high volume of riders and the drivers during traffic hours. Advertisements will also be placed on bus shelters to attract bus riders or bypassers on the sidewalk. These promotional materials utilized a light yellow-green background to catch the eye’s attention without being overly distracting. Billboard
18
Bus Shelter
MARKETING APPLICATION
WEBSITE The website will be responsible for spreading awareness of the brand online. It will be responsive to fit various screens, and will include information about the company and product, such as the flavors available and where the product will be sold.
MARKETING APPLICATION
19
MERCHANDISE To spread awareness of the brand, merchandise for the brand will be sold both online and at local supermarkets chains. A variety of merchandise will be available to appeal to audience of various ages and allow the merchandise to be utilized in different situations. Stationery
Aluminum tumbler
Both the stationery and tumbler are likely to be used by students, who will use likely use both in classroom settings.
20
MARKETING APPLICATION
MERCHANDISE (Continued)
The tote bag and t-shirt will generally be used by teens, young adults, and parents, who will use the tote bag for shopping trips and wear the t-shirt on a casual day. The designs are kept simplistic to allow use by all genders.
Tote Bag
MARKETING APPLICATION
T-Shirt
21
MERCHANDISE (Continued)
These accessories will likely appeal to a younger age group. The playfulness of the fidget spinner and customizability of the patch and sticker help to promote imagination while representing the company’s brand.
Patch
22
Sticker
Fidget Spinner
MARKETING APPLICATION
EASY PEASY INC. 123 Olive Drive Davis, CA 95616 www.easypeasy.com easypeasy@gmail.com (530)123-4567