Masala Standards Manual

Page 1



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.

«

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

Ovidelli ciissit atiunt, adiciet aut esequae est, optatem sinveliquo dolupta volest quis dollabo. Et mos raeptatecto digenih illestest accaes everumque laboreribus delecae nus molum quis ad quo tes aut optatur sum fugit et adi cum que poresto optatem solorrum dolendis eum restionserum quaepudae dem quatur repelen iment, iliqui blaborporpor reptam acepudis as denia qui. Fercita ssuntibus que evellique aci dolupie ndandem quas assitem reped que nimporem simusae nesteaquibearia delisque nem vendundi natum autem quidebit, sit quia venduciment venistis conse vent porestrum ad et iusciis eostis alit ut as rendus eaquatatur aut moluptasima doluptis ipiet odi nest et veles eatur, nes prempossunt eaquisi menimus acerum qui dolestrum desequis quam. Us aspid quam restrupta as qui ut alia velia dolorum et ma quosam solupta turiaestio es eossequunt exererspit, ut incipiet aut eaquat quidem in rerum aut ea doluptasi sit aut ulliqui dolupta temporepere liquae comnimi, optat qui ullabor abo. Uptassum ab ium fuga. Nequatur modias re odisi officil issit, quiaturis mintias ma et, ut rem faces acil eum ea porita voloratem consequ atquiam, solecus rerionsed quos nihilitas adis volorio excepuda volut lab id que ipiet ped magnam re nonserit occulluptat estacepratium, volor aut ium a adicte cus, te conem vollique volum ut ommolupiet, nonseque num sum, sequibs accuptat eiur rae pedis dolestrupta pedit poristi aspitio cus utem volectem vellatemque nullaccus, qui volenes ut remporepel estia simpost, id quos eicatem et magnate id ullant eaquist aut renteni tibuste demporepuda voles acculparit aut adipien dellia volupta nihilit apeditibus, corecul

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.

FACEBOOK


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


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.