about 03
design & brand guidelines
4-5 ........................................................... ABOUT 6-9 ............................. LOGO INTRODUCTION 10-13 .......................................... TYPOGRAPHY 14-17 ....................................... COLOR SYSTEM 18-21 ............................................. STATIONERY 22-23 .......................................................... GRID 24-25 ......................................... ADVERTISING 26-27 ...................................... PHOTOGRAPHY 28-29 .................................................. WEBSITE 30-31 ........................................ SOCIAL MEDIA 32-33 ....................................... DELIVERABLES
about 05
M ASA L A M AT E R N I T Y BRAND MANUAL
2017
THE STORY Masala is a new maternity retail store coming to Manhattan, KS. Masala’s mission is to create a store that brings social, education and charitable contributions to the local community. As Manhattan’s first maternity retailer, Masala will support multi-cultural mothers by bringing style to their pregnancy and empowerment. The fashion lines will have an organic element and connected to a social business and charity. This retail store will bring a fresh, contemporary outlook to maternity fashion while also maintaining an eco-friendly and sustainable company. Masala hopes to create a community for expecting mothers as they find multi-purpose and stylish apparel. Masala will serve as the only high-end maternity retailer to better meet the needs of the Manhattan community. Their mission is to provide apparel for women during the new stages of life. The target audience for this retail store will be women 21 - 40. Specifically women who are married or the head of household with an income above 40k. As a university town, Manhattan has a large community of undergraduate and graduate students, recent graduates and faculty that are well within the target age group. The ideal customer would be a local business supporter.
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LET’S BEGIN
SECTION ONE
LOGO INTRODUCTION
SIGNATURE MARK DARK AND LIGHT VERSION CLEARSPACE AND COMPUTATION APPLICATION
logo introduction 07
THE FULL MARK The Masala signature is the main element in the Masala Maternity identity and to represent the retailer. For the retail identity to reflect Masala in an effective way, it must be applied consistent among all platforms. This standards manual will help maintain consistency by providing specifications to inform all employees that will use Masala’s branding. This should be used for all printed and web materials.
THE MARK 01.1
01.1 Consists of the logo’s main element.
01.2 The secondary type for the logo (Filson Soft) was carefully chosen for its modern but rounded shape to go with the
01.2
COLOR VERSIONS
02.1 Logo Background
#b59478
02.2 Logo Background
#174d47
02.3 Logo Background
02.3 Logo Background
02.1
02.3
02.2
02.4
#ffffff
#b59478
#000000 #ffffff
#ffffff #000000
logo introduction 08
LOGO CONSTRUCTION AND CLEARSPACE It is important to keep the mark stand alone without any addditional graphic elements when applicating it on marketing materials. In order to regulate this, an exlusion zone has been created and shown below to explain the space between the different elements and how far apart other elements should be positioned
x CLEARSPACE Full Logo
Clearspace = Height / 2
CLEARSPACE Large Symbol
Text Logo
The logo should always be surrounded by clearspace and no elements should exceed the zone in order for the mark to make an impact.
logo introduction 09
SECONDARY APPLICATION ON A BACKGROUND 03.1 Logo Background
#0f7060
03.2 Logo Background
#154c46
03.2 Logo Background
#174d47
#ffffff
#0f6f5e
#b59478
MINIMUM LOGO SIZES Full Logo Minimum Size: 15.5mm 36 mm
23 mm
15.5 mm
Logo Symbol Minimum Size: 8mm
25 mm
INCORRECT LOGO APPLICATIONS
16 mm
8 mm
DON’TS
- Do not invert the logo - Do not alter the logo symbol - Do not alter, stretch the logo type - Do not change the size relationship between the type and the mark - Do not change the proportions vertically or horizontally in any way
SECTION TWO
TYPOGRAPHY
PRIMARY TYPE SECONDARY TYPE TEXT HIERARCHY
typography 11
TYPEFACES AND TYPOGRAPHY Typography is key to sticking to the brand’s personality and staying consistent across promotion and stationery materials. FILSON SOFT has been selected for the primary typeface based upon its similiar elements and compliments to Masala’s primary mark. It also serves best for body copy for legibility. The font should never be altered. No scaling either vertical or horizontal, adding stokes, drop shadows, etc. When purchasing the typeface, select Filson Soft’s entire font family to have access to the different font styles (light, thin, regular, medium, bold).
PRIMARY TYPE FILSON SOFT
FILSON SOFT
Designer
Firstname Lastname
Bold
AB C D E F G H IJ K LM N O PQ R STUVWXYZ a b c d e f g h ij k l m n o p q rs t uvwxyz
Regular
A B C D E F G H I J K L M N O P Q R S T U VWXY Z a b c d e f g h i j k l m n o p q r s t u vw x y z
Figures
0 1 2 3 4 5 6 7 8 9
Special Characters
! “ $ % & / ( ) = ? ` ; : @ # ^ * - { } [ ] | ‘ ¡ ™ £ ¢ ∞ § ¶ • ª º “ ‘ « … ≤ ≥ ÷ æ
typography 12
TYPOGRAPHY When Filson Soft is unavailable to use, use Lato in its place. Use the specific fonts. Make sure the size is readable. Use size and different font styles to create contrast. When purchasing the typeface, select Lato’s entire font family to have access to the different font styles (light, thin, regular, medium, bold).
SECONDARY TYPE LATO
LATO
Designer
Firstname Lastname
Bold
AB C D E FG H IJ K LM N O PQ R STUVW XYZ a b c d e f g h i j k l m n o p q r s t uvw xyz
Regular
A B C D E F G H I J K L M N O P Q R S T UVW XYZ a b c d e f g h i j k l m n o p q r s t u vw x y z
Figures
0 1 2 3 4 5 6 7 8 9
Special Characters
! “ $ % & / ( ) = ? ` ; : @ # ^ * - { } [ ] | ‘ ¡ ™ £ ¢ ∞ § ¶ • ª º “ ‘ « … ≤ ≥ ÷ æ
typography 13
TYPOGRAPHY AND TEXT HIERARCHY
Caption Text
Masala Maternity Lato Regular 6pt Type & 10pt Leading
Copy Text
Masala Maternity Lato Regular 8pt Type & 12pt Leading
Headlines
MASALA MATERNITY Filson Soft Regular - Capital Letters 10pt Type & 16pt Leading
Sublines
MASALA MATERNITY Filson Soft Bold - Capital Letters 10pt Type & 16pt Leading
Big Headlines and Titles
MASALA MATERNITY Filson Soft Bold - Capital Letters 25pt Type & 30pt Leading
SECTION THREE
COLOR SYSTEM
COLORS PRIMARY COLOR SYSTEM SECONDARY COLOR SYSTEM
color 15
PRIMARY COLOR SYSTEM AND COLOR CODES Color is one of the brand’s most important elements of an identity. Masala Maternity’s color palette is bold and draws inspiration from natural greenery and sustainability while also maintaining a distinctive and dynamic color to all materials. By sticking to the brand’s color system, you will reinforce the intentional character.
PRIMARY COLOR SYSTEM
EXPLANATION
PRIMARY COLOR GREEN
Pantone Color System codes are listed below to provide consistency among printing inks. Coated and uncoated.
COLOR CODES
CMYK, RGB and hexadecimal
CMYK: C87 M48 Y65 K41
equivalents are also provid-
RGB: R22 G77 B71
ed for both printed and web
WEB: #154c46
materials whether it range from presentations and print collateral.
COLOR TONES USAGE Use colors that compliment
100%
80%
60%
40%
20%
photographs or backgrounds. Type should have adequate contrast to the photograph or background.
PRIMARY COLOR GREEN
COLOR CODES CMYK: C87 M35 Y66 K20 RGB: R16 G11 B95 WEB: #0f6f5e
COLOR TONES 100%
80%
60%
40%
20%
color 16
SECONDARY COLOR SYSTEM AND COLOR CODES
SECONDARY COLOR SYSTEM
EXPLANATION Pantone Color System codes are listed below to provide consistency among printing inks. Coated and uncoated.
COLOR CODES
CMYK, RGB and hexadecimal
CMYK: C12 M37 Y41 K0
equivalents are also provid-
RGB: R222 G168 B144
ed for both printed and web
WEB: #dea890
materials whether it range from presentations and print collateral.
COLOR TONES USAGE Use colors that compliment
100%
80%
60%
40%
20%
photographs or backgrounds. Type should have adequate contrast to the photograph or background.
COLOR CODES CMYK: C4 M26 Y43 K0 RGB: R245 G68 B150 WEB: #f5c396
COLOR TONES 100%
80%
60%
40%
20%
color 17
COLOR CODES CMYK: C4 M14 Y38 K0 RGB: R247 G219 B144 WEB: #e8977b
COLOR TONES 100%
80%
60%
40%
20%
COLOR CODES CMYK: C27 M6 Y17 K0 RGB: R188 G216 B213 WEB: #bdc8d5
COLOR TONES 100%
80%
60%
40%
20%
COLOR CODES CMYK: C22 M13 Y26 K0 RGB: R201 G206 B189 WEB: #c9cebd
COLOR TONES
SECTION FOUR
STATIONERY
LETTERHEAD BUSINESS CARDS ENVELOPE LOGO PLACEMENT
stationery 19
LETTERHEAD PARAMETER
Dimensions:
Weight:
Paper:
8.5 x 11 inches
70 lb uncoated
French Paper Kraft-Tone Index Off-White
EXPLANATION This letterhead mockup 1.3”
shows the layout with the brand’s primary elements in practice.
1.1”
785.917.2184 322 SOUTHWIND RD. MANHATTAN, KS 66503
USAGE This letterhead will
Wednesday, March 15, 2017 RE: Letterhead System Request
be used for all official communication that is
Dear Katherine,
written
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Sincerely,
Sonia Kumar, Co-Founder
7 8 5 .9 1 7. 2 1 3 4 •
.5”
3 2 2 S O U T H W I N D R D. M A N H AT TA N, KS 6 6 5 0 3
• S O N I A@ M ASA L A .CO M
• W W W. M ASA L A .CO M
1.1”
stationery 20
BUSINESS CARDS PARAMETER
Dimensions: 2.56 x 2.56
Weight: 120 lb uncoated
Paper: Neenah Paper ENIVRONMENT Papers Desert Storm, Smooth
Front
Back FABIANA ZALZAR co-founder
785.917.2184 fabiana@masala.com 322 Southwind Rd. Manhattan, KS 66503 www.masalamaternity.com
This business card mockup shows the layout with the brand’s primary elements in practice. These business cards will be used for all official communication.
ENVELOPE
PARAMETER
Weight 70 lb unoated
Paper French Paper Kraft-Tone Index Off-White
LY N D SAY C . CAV I N 3 5 0 6 CO LU M B I A ROA D PHILADELPHIA, DE 19103
W W W. M A S A L A M AT E R N I T Y. C O M
Policy 4 1/8 x 91/2
3 2 2 S O U T H W I N D R D . M A N H AT TA N , K S 6 6 5 0 3
Dimensions
stationery 21
LOGO PLACEMENT PARAMETER
Example 8.5 x 11 inches
EXPLANATION To place the Masala logo in the correct orientation please use one of the following approved styles that are shown to the right.
SECTION FIVE
GRID SYSTEMS
LAYOUT GRIDS
grid 23
GRID SYSTEMS A4 GRID SYSTEM SAMPLES
SECTION SIX
ADVERTISEMENT
TEXT PHOTOGRAPHY LAYOUT
advertisements 25
ADVERTISEMENTS Images used in coporate materials for Masala are used to transfer the values of the brand to relate to the customers. The core brand of Masala is contemporary, organic, etc. Therefore the photography used should reflect this. Photos where models are needed, use expecting mothers. Photography should represent Masala’s multi cultural background and reflect mix of gender, race, age and ability.
OUTDOOR Small Street Billboard
PRINT Newspaper Advertisements
SECTION SEVEN
PHOTOGRAPHY
Images Color Black and White Blending Modes and Options
photography 27
PHOTOGRAPHY Images used in coporate materials for Masala are used to transfer the values of the brand to relate to the customers. The core brand of Masala is contemporary, organic, etc. Therefore the photography used should reflect this. Photos where models are needed, use expecting mothers. Photography should represent Masala’s multi cultural background and reflect mix of gender, race, age and ability.
IMAGE SYSTEM Requirements: modern minimalistic diverse
SECTION EIGHT
DIGITAL
Website Mobile Layout
website 29
WEBSITE Masala’s website is carefully constructed to follow Masala’s brand, style and incorporate the color system, graphic elements. The website’s main goals are to represent the brand in the best way possible as the website might be customers first interaction with the store and also be easily accesible with functional navigation and updated and strong fashion pieces.
SECTION NINE
SOCIAL MEDIA
Facebook Instagram
social media 31
INSTAGRAM Follow the guidelines for photography, layout and graphic elements addressed earlier in previous sections when posting on social media. Carefully take new photographs or find ones that would fit in the style. Other social media presence can follow the same guidelines.
SECTION TEN
PROMOTIONAL ITEMS
Baby Items Reusable Bag
deliverables 33
DELIVERABLES When using the Masala brand for promotional items the logo whether it is the full signature, the “M� or the secondary mark make sure to folllow guidelines on clearspace and proportions. Use designated colors from the color system earlier stated.
Pacifier clip
Reusable bag
SECTION TEN
BAG, BOX AND TAGS
Bag Pillow Box Clothing Tags
deliverables 33
BAG, BOX AND TAGS
SECTION TEN
STORE
Layout Signage
deliverables 33
STORE