Coheresco

Plants and People Growing Together

Standards Manual

1

Table of Contents Introduction 3 Logotypes 5

Primary Mark 6 Secondary Mark 9 Additional Marks 12 Inappropriate Applications 15

Identity System 17 Color Palettes Typeface Graphic Elements Photography

18 20 22 24

Business System 26

Business Card 27 Letterhead 29 Envelope 31 Social Media 33

Applications

35 Storefront 36 Sail Sign 38 Product Tags 39 Website 41 2

Introduction

3

Our goal at Coheresco is to enrich and educate the public about our passion for plants by working together with local businesses to provide resources that build up and strengthen our community, while inspiring people to shop local and garden at home and with others. Coheresco takes a hands on approach with the city of San Luis Obispo by participating in local events, contributing to charities and hosting/planning fun public events for everyone to join. Coheresco provides a wide range of services from wholesale to home sale plants, gardening tools, and unique and locally crafted gifts. Our number one goal is to educate shoppers about plants so that they get excited about gardening so they become frequent shoppers at Coheresco.

The goal of this standards manual is to create a brand identity that illustrates the companies two main concerns, selling plants and being a vital party of the community, in a professional and approachable manner that is easily recognizable.

4

Logotypes

5

Primary Mark The primary mark will be used whenever applicable on any surface that is no darker than Fresh and in it’s full color pallet, Water and Sprout. The primary mark is made up of three parts: symbol (top), name (middle) and tag-line (bottom) stacked and center aligned with the symbol. Because the name of the business is usually unfamiliar, the tag-line is important in adding clarity to what the business is about. The friendly hand drawn name and symbol create a friendly, organic and welcoming feel that seamlessly integrates plants and people; the two

Plants and People Growing Together

core concerns that Coheresco focuses on.

The spacing between each element, fonts, and colors have been intentionally chosen and should never be altered.

6

Primary Mark Minimum Size

The logotype can be read in full color or one color no smaller than 2.5 inches wide; digital or printed logotype should never be printed smaller in order to maintain clarity of each logotype element.

Plants and People Growing Together

2.5 inches

Buffer Space

A buffer space around the logotype is determined by the small green accent mark located near the center of the symbol. This space insures the logotype has plenty of room around it to breath and be read clearly; do not place anything in this buffer space.

Plants and People Growing Together

7

Primary Mark Color Options

The logotype has the ability to be used interchangeably between the two primary colors

Plants and People Growing Together

Plants and People Growing Together

and white. Both Water and Sprout can saturate the logotype on a white background, one color Water logotype can lay on Sprout, one color Sprout logotype can lay on Water, and one color white logotype can lay over either Water or Sprout. Sizing follows the same rule of full color

Plants and People Growing Together

Plants and People Growing Together

primary logotype instructions.

Plants and People Growing Together

Plants and People Growing Together

8

Secondary Mark Secondary mark is full color in Water and Sprout with the symbol aligned to the left of the name and tag-line; the symbol is the same width of the stacked name and tag-line. This logotype should be used for applications that are horizontally oriented like letterheads, envelopes, business cards, etc.

Plants and People Growing Together

9

Secondary Mark Minimum Size

The secondary logotype should not be digital or printed any smaller than 3 inches wide to maintain clarity of all elements of logotype.

Plants and People Growing Together

3 inches

Buffer Space

Like the primary logotype, the secondary logotype is given a buffer space provided by the green accent mark located near the center of the symbol. This space insures the logotype has

Plants and People Growing Together

plenty of room around it to breath and be read clearly; do not place anything in this buffer space.

10

Secondary Mark Color Options

Plants and People Growing Together

The secondary logotype has the ability to be used interchangeably between the two primary colors and white. Both Water and Sprout can saturate the logotype on a white background, one color Water logotype can lay on Sprout, one

Plants and People Growing Together

color Sprout logotype can lay on Water, and one color white logotype can lay over either Water or Sprout. Sizing follows the same rule of full color secondary logotype instructions.

Plants and People Growing Together

Plants and People Growing Together

11

Additional Marks This mark is used for digital and print applications that need a smaller logotype application. This logotype features the symbol (top) and name (bottom) in full color of Water and Sprout stacked and center aligned. This additional logotype has the ability to be used interchangeably between the two primary colors and white. Both Water and Sprout can saturate the logotype on a white background, one color Water logotype can lay on Sprout, one color Sprout logotype can lay on Water, and one color white logotype can lay over either Water or Sprout. Single color sizing follows the same rule of full color additional logotype instructions.

12

Additional Marks Minimum Size

This logotype can be no smaller than 1.5 inches wide to maintain marks clarity.

1.5 inches

Buffer Space

Like the primary logotype, the additional logotype is given a buffer space provided by the green accent mark located near the center of the symbol. This space insures the logotype has plenty of room around it to breath and be read clearly; do not place anything in this buffer space.

13

Additional Marks Color Options

This additional logotype has the ability to be used interchangeably between the two primary colors and white. Both Water and Sprout can saturate the logotype on a white background, one color Water logotype can lay on Sprout, one color Sprout logotype can lay on Water, and one color white logotype can lay over either Water or Sprout. Single color sizing follows the same rule of full color additional logotype instructions.

14

Inappropriate Applications Never inverse primary colors on logotypes.

Plants and People Growing Together

Plants and People Growing Together

Never tilt the logotypes on an angle.

Plants and People Growing Together

Pl an

ts

an

d

Pe o

pl

e

G

ro w

in g

To ge

th

er

Never change colors of logotypes.

Never use drop shadow or any “effects� on logotypes.

15

Inappropriate Applications Never rearrange the order of the logotypes.

Never stretch or distort the logotypes.

Plants and People Growing Together

Plants and People Growing Together

Never place the logotypes in full color on a black background.

(Water will not appear on black backgrounds)

Plants and People Growing Together

16

Identity System

17

Color Palettes Primary Color Palette

The primary color palette consists of Water and Sprout, both seen in the primary full color logotype. These colors are used frequently, in multiple pairing combinations, and

Water #084756

interchangeably throughout the identity system.

These colors are encouraged for a wide range of print, digital and 3D applications being used anywhere from background colors, to “pop� colors to emphasize different elements of design.

Sprout #89BD6E

18

Color Palettes Secondary Color Palette

Fresh #EAF5F0

Secondary color palette consists of four additional support colors: Fresh, Fog, Thunder, and Bloom. Fresh is used to replace white when the application needs a softer appearance.

Fog appears strictly on digital platforms as a background color to differentiate sections of information. Thunder is used as body text in replace of black; black text would compete too heavily with the primary colors. Bloom is used as a “pop� color to stand out from the primary color palette and used as a call to action button on digital platforms.

Fog #BFCDC9 Thunder #585C5C Bloom #309FBC 19

Typeface Primary Typeface

Light

used consistently to maintain a cohesive brand

abcdefghijklmnopqrstuvwxyz

The primary and only typeface that should be identity is Helvetica.

Three weights of this typeface are implemented at user’s discretion: light, regular, and bold. Italic versions of any of the three acceptable Helvetica weights may also be used to create typographic hierarchy.

ABCDEFGHIJK LMNOPQRSTUV W X Y Z 123456789 0 !@#( )-?/

Regular

ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqrstuvwxyz 123456789 0 !@#( ) -?/

Bold

ABCDEFGHIJKLMNOPQRSTUV W X YZ a b c d e f g h i j k l m n o p q r s tu v w x y z 12 3 4 5 6 7 8 9 0 ! @ # ( ) -?/

20

Typeface Secondary Typeface

In the logotype, Coheresco has been written in a beautiful, playful, organic custom handwritten font that mimics the feel of twisting, flowing vines.

This handwritten font also mimics the visual language of the symbol in the logotype.

21

Graphic Elements The symbol from the logotype may be used as a stand alone icon for decorative purposes. The symbol may be used in any of the acceptable primary colors but never seen smaller than .5 inches wide to maintain clarity of mark. A buffer zone is created with the width of the green accent mark located near the center of the symbol to ensure the symbols clarity; please do not place anything within this buffer area. Please do not place text over the symbol.

22

Graphic Elements The green circle located on the outer left edge of the symbol may be taken and used in a single vertical or horizontal line as a decorative pattern. There is no minimum size for this graphic element. The circle pattern is commonly used to break up the space/information in print or digital applications.

23

Photography Photos will vary from images of products offered, our team, the community and events held on or off site from the store. Each photo will have the same photo treatment and the time should be taken to digitally enhance each photo before posting on social media. All photos will be in full color with heavily saturated colors to mimic the look of deep rich soil and healthy sprouting green plants. A water mark of the symbol in white at an opacity of 30% and .5 inches wide will be placed in the lower left hand corner of all photos posted on any social media platform. Social media stories will have the same photo treatment but the watermark of the symbol will be centered on the screen and scaled up 200%.

24

Photography Never place the watermark in any of the primary colors and never use the primary logotype as a watermark because clarity of mark is not guaranteed.

25

Business System

26

Business Card Coheresco’s business card is a standard horizontal 2 inch by 3.5 inch, double sided and in full color on both sides. The front side of the card is the symbol in white on a solid, full bleed Sprout background sized to 1.5 inches wide and centered. The back of the card is white and has the secondary full color logotype centered with the full address, website and phone number below and centered to the tag-line of the secondary logotype. The business information is in Water and Helvetica Regular.

956 Chorro St San Luis Obispo, CA t: (805) 544-4967 w: coheresco.com e: info @ coheresco.co m

27

Business Card Personalized business cards for Coheresco’s employees are also a standard horizontal 2 inch by 3.5 inch, double sided and in full color on both sides. The front of the card is the symbol in Sprout on a solid, full bleed Water background sized to 1.5 inches wide and centered. The back of the card is white and has the secondary full color logotype centered with two groups of information split down the center of the card.

Aligned to the symbol on the left is the person’s name in Water and Helvetica Bold, followed with their position in Sprout and Helvetica Light Oblique, and below the person’s email in Water and Helvetica Bold. Across the card center line is

Abigail Tate Operations Manager tate @ coheresco.com

956 Chorro St San Luis Obispo, CA t: (805) 544-4967 w: coheresco.co m

the business information.

28

Letterhead The letterhead is designed so anyone can easily place a text box into the template and complete the letter. The text-box should be 5 inches wide by 6.75 inches long and left aligned to the tag-line of the secondary full color logotype seen at the top of the page. Please use Times New Roman font in regular at 10pt font with 14pt leading, in black ink. Separate paragraphs with a hard return and signature space should be provided with 4 hard returns between the closer and the printed name. The bottom of the page

Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 November 17, 2019 Dear Ms. McCormick, Our goal at Coheresco is to enrich and educate the public about our passion for plants by working together with local businesses to provide rescources that build up and strengthen our community, while inspiring people to shop local and garden at home and/or with others.

Coheresco sits just beyond the central walking area of downtown San Luis Obispo, which hinders the public from knowing about this hidden gem. With a hands on approach, Coheresco will increase public visibility by participating in community events that encourage our regualr customers to join in on the fun and expands our customer outreach by inviting new faces into our store. The friendly and knowledgable team at Coheresco builds genuine relationships with everyone they interact with.

Increasing the stores visibility will make the possibility of expanding to a larger store location in San Luis Obispo possible. By expanding the business, it will facilitate our ability to provide more resources and events to strengthen our community by bringing people together through a shared love of plants and gardening.

Best Regards,

has the line pattern separating the letter from the companies contact information in Water, Helvetica Bold and Light at 9pts.

Abigail Tate

956 Chorro St San Luis Obispo, CA

t: (805) 544-4967 f: (805) 544-4444

w: coheresco.com e: info @ coheresco.com

29

Letterhead The letterhead should be printed on 8.5 inch by 11 inch, 32 pound white premium ink-jet business paper.

Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 November 17, 2019 Dear Ms. McCormick, Our goal at Coheresco is to enrich and educate the public about our passion for plants by working together with local businesses to provide rescources that build up and strengthen our community, while inspiring people to shop local and garden at home and/or with others.

Coheresco sits just beyond the central walking area of downtown San Luis Obispo, which hinders the public from knowing about this hidden gem. With a hands on approach, Coheresco Kathryn E. by McCormick will increase public visibility participating in community events that encourage our regualr

of Design customers to joinProfessor in on the fun and expands our customer outreach by inviting new faces into our store. The friendly and knowledgable team at Coheresco builds genuine relationships with Department of Art & Design everyone they interact with. Polytechnic State University California

San Luis Obispo, CA 93407

Increasing the stores visibility will make the possibility of expanding to a larger store location in San Luis Obispo possible. By expanding the business, it will facilitate our ability to provide November 2019 our community by bringing people together through a more resources and events to 17, strengthen shared love of plants and gardening.

Best Regards,

Dear Ms. McCormick,

Our goal at Coheresco is to enrich and educate the public about our passion for plants by working together with local businesses to provide rescources that build up and strengthen ou community, while inspiring people to shop local and garden at home and/or with others.

Abigail Tate

Coheresco sits just beyond the central walking area of downtown San Luis Obispo, which

hinders the public from knowing about this hidden gem. With a hands on approach, Coheresc will increase public visibility by participating in community events that encourage our regua customers to join in on the fun and expands our customer outreach by inviting new faces into knowledgable at Coheresco builds genuine relationships wit Stour store. The friendly t: (805) and 544-4967 w: team coheresco.com

956 Chorro San Luis Obispo, CA everyone

f: (805)with.

544-4444 they interact

e: info @ coheresco.com

Increasing the stores visibility will make the possibility of expanding to a larger store locatio

in San Luis Obispo possible. By expanding the business, it will facilitate our ability to provid

30

more resources and events to strengthen our community by bringing people together through shared love of plants and gardening.

Envelope The envelope has the full color secondary logotype in the upper left-hand corner of the front

Plants and People Growing Together

956 Chorro St San Luis Obispo, C

A

of the envelope. Below in Helvetica bold at 10pt font is the business’s address. The front side of the envelope has the line pattern across the bottom to create a visual cohesiveness between itself and the letterhead. The opening flap is in Water with the symbol centered and in white at .75 inches wide.

31

Plants and People Growing Together

956 Chorro St San Luis Obispo, C

A

Plants and People Growing Together

956 Chorro St San Luis Obispo, C

A

32

Social Media Instagram is Coheresco’s primary social media platform that needs to be updated daily with at least one post and/or two stories; no more than five posts should be added in a day. All posts must include a watermark and have a minimum of the following hash-tags: # coheresco, # plantit, # growtogether, # downtownslo, # community.

Additional hash-tags will vary from post to post.

To enhance viewers engagement, all stories will include a link to Coheresco’s page.

33

34

Applications

35

3ft

Store Front Coheresco’s current store front is blocked by a large tree and the neighbor business’s overhang which makes it hard for pedestrians to see the store from the busy street of Monterey. The new sign will hang above the entry arch in a brushed metal. The sign is a perfect green circle, 3 feet by 3 feet and 6 inches wide. A solar powered white LED light will shine through the primary logotype

3ft

Plants and People Growing Together

that is solid white during the day. The sign is double sided and mirrors each other.

6in

36

3ft

3ft

Plants and People Growing Together

6in

37

Sail Sign Farmers market is a big way Coheresco likes to stay active in the community of San Luis Obispo.

The booth will have no walls but a small half sized table with small products available for purchase with a banner hanging from the table. The banner will have the primary logotype with the store’s full information in Water and Helvetica Bold. At the outermost edge of the booth, a sail sign in Sprout will display the secondary logo in white and be double sided with Coheresco’s symbol and instagram handle with two popular hash-tags.

38

Product Tags Plant tags are an essential printed application the enforces the business identity. In Water, this double sided, full color tag will be placed in each potted plant to provide easy to see and read information about the product. The backside of the tag has the symbol large and in Sprout while the front of the tag provides a Sprout colored illustration of the product with its name in white, Helvetica Bold and basic information in white, Helvetica Regular all center aligned to the drawing. The tags are 2 inches by 3.5 inches with an pointed triangular extension .5 inches long that secures the tag in the dirt of the plant.

39

40

Website Coheresco’s website is more of a single page spread with shortcut options available to view specific information: about, events, and contact information. The website is meant to drive it’s viewers to the store or email or phone so a team member can assist them one on one. They website is not Coheresco’s main concern and although always active, little update is required.

41

42

Thank You!

43