ALGAE
GRAPHIC STANDARD
2
CONTENTS IDENTITY
2
Logo
2
Typography
6
7
Color Palette
BUSINESS SYSTEM
8
Letterhead
8
Envelope
9
Business Card
10
PROMOTIONAL
12
12
Reusable Bags
Waterbottle
13
Website
14
15
Vinyl Stickers
LOGO The primary logo consists of the main seaweed illustration and bold text beside it. Two weights of the main font are used to balance the boldness of the main Algae text and the delicate seaweed illustration.
ALGAE
SEAWEED SNACKS
ALGAE
SEAWEED SNACKS
ALGAE
SEAWEED SNACKS
2”
2
.5”
Grayscale
Minimum size for logo
LOGO COLORS Both the color and black & white logos use three different shades for the seaweed illustration. The type is two shades of grey to keep the text from overpowering the illustration.
Left: subtitle Right: main title
K: 32%
K: 85%
K: 90%
K: 64%
K: 85%
C: 37%
R: 174
C: 51%
R: 134
C: 26%
R: 107
M: 14%
G: 186
M: 27%
G: 149
M: 14%
G: 112
Y: 100%
B: 54
Y: 100%
B: 57
Y: 50%
B: 82
K: 0%
K: 6%
K: 53%
#aeba36
#869539
#6b7052
3
LOGO: ALTERNATE USE Besides the composition provided in the last pages, the logo and it’s elements can be used in other ways to fit its application. Follow these rules to keep consistency in the brand’s identity.
ALGAE
SEAWEED SNACKS
ALGAE
SEAWEED SNACKS
ALGAE SEAWEED SNACKS
ALGAE IT’S GOOD FOR YOU
4
To fit the logo onto a small rectangular surface, scaling the illustration to the height of the text is acceptable.
The illustration may be scaled to a larger size to aesthetically match the desired dimension as long as the text doesn’t overlap.
In the case where the logo is placed on one of the colors on the palette, “ALGAE” should be white and the following text stays the same.
The text underneath may be changed to another slogan of the brand, but the text should be resized to fit appropriately under “ALGAE.”
LOGO: IMPROPER USE In order to keep consistency across all Algae products and content, review the rules of use below.
Do not move the illustration to the other side of the text.
Do not scale the illustration to a height smaller than the text.
ALGAE
SEAWEED SNACKS
ALGAE
SEAWEED SNACKS
Do not stretch or skew the illustration.
Do not change the colors of the illustration. It could end up looking like coral.
5
TYPOGRAPHY The main typeface for all Algae material is Gotham, a sans serif with clean geometric lines and a friendly personality. Gotham has a large family of typefaces that allow differentiation for titles, subtitles, and content paragraphs.
Aa GOTHAM BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?$&.,;:“()
GOTHAM BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?$&.,;:“()
GOTHAM LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?$&.,;:“()
6
COLOR PALETTE The color palette for the graphic standard and the business system are based off the colors used for the different flavors of seaweed snacks our brand offers: sweet & spicy, sea salt, and wasabi.
C: 36% M: 46% Y: 25% K: 0%
R: 167 G: 140 B: 159
#a78c9f
C: 27% M: 13% Y: 0% K: 0%
R: 181 G: 202 B: 233
#b5cae9
C: 23% M: 1% Y: 16% K: 0%
R: 195 G: 226 B: 216
#c3e2d8
The main material for all graphic and packaging content is a recycled brown paper that has a texture that portrays a raw and organic feeling.
7
LETTERHEAD The letterhead will be printed on the standard 8.5 in. by 11 in. printer paper with a color stripe at the bottom of the page.
.75”
ALGAE 142 Stratton St. Davis CA, 95616 (818) 989-2377 www.algae.com
.5”
8
ENVELOPE The envelope is 5.75” by 4.5”. The dimensions fit a letter that has been folded twice. It will be made out of 80 lb. recycled brown paper, lined with one of the three colors from the color palette, and a stripe of white will be printed on the front side of the envelope.
ALGAE 142 Stratton St. Davis CA, 95616
RECIPIENT NAME 100 Shields Ave Panorama, CA 91402
9
BUSINESS CARD There will be three different designs for the business card that will be made up of three layers. The top layer has an outline of a seaweed illustration lasercut onto it to reveal the color in middle layer, and then backed with another layer of brown recycled paper to display the information.
1”
2”
.5”
2” 12 pt
9 pt
Belle Dankul Belle Dankul
belled@algae.com belled@algae.com (818) 989-2377 (818) 989-2377
ALGAE ALGAE
SEAWEEDSEAWEED SNACKS SNACKS
10
ALL TOGETHER The final business system composed together for unity.
ALGAE 142 Stratton St. Davis CA, 95616
ALGAE
(818) 989-2377 www.algae.com
142 Stratton St. Davis CA, 95616 (818) 989-2377 www.algae.com
ALGAE
ALGAE
142 Stratton St. Davis CA, 95616
142 Stratton St. Davis CA, 95616
RECIPIENT NAME 100 Shields Ave Panorama, CA 91402
RECIPIENT NAME 100 Shields Ave Panorama, CA 91402
11
REUSABLE BAGS The Algae company values sustainability and so it offers two types of reusable bags. Both are made of canvas coated in a dark beeswax to help keep it clean, but also give it that textured look that mimics the brown bag paper used for the packaging.
12
WATER BOTTLE Our seaweed snacks come from the ocean, and so it is important that Algae promotes the use of reusable bottles. The main illustration used in the logo is blown up to wrap around a 24 oz bottle and the text is aligned at the bottom.
13
WEBSITE The website will serve as a shop where customers can buy our seaweed snacks and promotional items. It will also contain a recipe section where customers can find new ways to use our product.
ALGAE
ABOUT
RECIPES
SHOP
(0)
SEAWEED SNACKS
A healthy and sustainable snack from the sea Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas varius condimentum ultricies. Etiam in ante ac lorem accumsan iaculis. Mauris justo odio, dapibus quis varius et, laoreet et turpis. Donec sit amet lobortis orci. Nam risus diam, aliquam sed enim et, interdum pharetra mi. Curabitur quis ultrices metus. Integer fringilla eleifend porttitor. Nam mollis orci at neque eleifend laoreet. Donec sed consequat nunc.
14
VINYL STICKERS Vinyl stickers are a fun promotional item that can be given out for free at trade shows or events. They will be die-cut sticker sheets with variations of our logo and seaweed illustrations, in colors from our complimentary color palette.
ALGAE ALGAE ALGAE ALGAE SEAWEED SNACKS
ALGAE IT’S GOOD FOR YOU
15
CONTACT US If you have any questions or concerns, we can be reached by the means below or on our website: www.ALGAE.com Email: info@algae.com Mail: 142 Stratton St. Davis, CA 95616 Call: (818) 989-2377
17
18