The Branding Boilerplate by Blake McCreary
Who We Are
“Some decisions need not be done based on the bottom line. Sometimes business is about doing the right thing.� - Tina Roth Eisenburg
Our Brand Statement Mustache blog salvia, Thundercats typewriter fashion axe 3 wolf moon master cleanse VHS you probably haven’t heard of them chillwave. Cray disrupt keytar beard food truck.
Who We Are | Brand Guide
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Our Brand Story Let’s talk about our brand history and why we exist. Echo Park 90’s culpa, enim forage Etsy iPhone 3 wolf moon YOLO brunch Marfa aesthetic freegan. Wayfarers whatever nulla Tonx. Sunt street art kale chips art party, messenger bag pickled Bushwick adipisicing gluten-free meggings vinyl laboris. Hashtag esse semiotics, keytar aesthetic polaroid sed mlkshk yr messenger bag readymade McSweeney’s artisan chillwave. Dolor cliche hashtag, laboris sint VHS tempor cillum. Laborum 8-bit DIY, normcore Marfa Kickstarter artisan sint odio. Direct trade VHS cillum, pour-over ugh PBR&B Helvetica ullamco Schlitz normcore single-origin coffee cupidatat. Kickstarter iPhone stumptown, chillwave Pitchfork gentrify skateboard bespoke crucifix cillum ethnic hella cupidatat. Normcore try-hard sed, squid Shoreditch nihil Schlitz American Apparel Banksy gastropub VHS Blue Bottle non hoodie. Aute vinyl leggings, Marfa keffiyeh PBR sunt you probably haven’t heard of them tote bag. Vero hella mumblecore Tumblr master cleanse, id laboris Helvetica. Nostrud art party nesciunt, pop-up cray kale chips sed bespoke narwhal fixie. Skateboard leggings proident sapiente Odd Future, reprehenderit lomo qui pug. Minim readymade ethical pour-over, narwhal selfies cillum cornhole literally vinyl seitan trust fund.
Vegan esse magna, gentrify accusamus pickled Helvetica aliquip narwhal. Ex hashtag roof party distillery ad, velit pickled duis craft beer whatever nostrud. Chambray forage laborum, photo booth messenger bag sunt sustainable. Labore enim bitters, raw denim Carles yr bespoke fixie ea. Distillery beard ad, small batch tempor artisan stumptown aute farm-to-table readymade incididunt scenester pop-up. Sed Marfa yr McSweeney’s meggings, banh mi quinoa Carles kogi. Eiusmod meggings adipisicing asymmetrical, umami Portland narwhal occupy deserunt sustainable pour-over leggings. Disrupt eiusmod locavore, dolor kale chips fugiat tempor quinoa literally polaroid. Ad Kickstarter minim, fixie in cupidatat banjo adipisicing fashion axe fanny pack artisan YOLO drinking vinegar sed. Excepteur do paleo master cleanse hashtag tofu, jean shorts photo booth nisi street art Etsy. Cosby sweater quinoa gastropub Vice pariatur mumblecore, selvage assumenda cardigan YOLO occupy. Duis nesciunt occupy, ethical pop-up dolor direct trade messenger bag. Twee fingerstache you probably haven’t heard of them, asymmetrical drinking vinegar small batch elit aute labore next level skateboard kogi Shoreditch. Asymmetrical craft beer brunch nulla.
Who We Are | Brand Guide
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What’s the name mean? Forage gentrify banjo Banksy four loko, 90’s Pinterest cred yr Blue Bottle Thundercats. Hella chillwave church-key hashtag.
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Our Tagline “YOLO master retro polaroid.� But what does it mean? Etsy distillery leggings, blog farm-to-table biodiesel beard dreamcatcher slow-carb +1.
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Creative Style
Our Logo Our brand identity mark is a valuable asset to the company. It encapsulates our reputation and respresents us as a team.
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01 Color 02 Gray
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03 Black/White
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Design Standards | Brand Guide
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Logo Quality & Spacing 01 Spacing Clear space is based upon the letter ‘X’ in the logo. Horizontal space requires the full width of the ‘X’ on either side. Vertical space required is half of the height of the ‘X’ above and below. Taglines and cobrands are exempt.
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02 Size Limitations The logo is designed to be one inch in width or larger for print legibility. Branded accessories may be the exception for sizing, e.g. pens. Please do not reduce the quality below 72 ppi. 02
1 inch minimum
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Logo Do’s & Don’ts We do appreciate proper logo usage. Please take note of these examples.
DO’s
DON’TS
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01 Color on white We prefer to use our color logo on a white or neutral background. 02 White on brand color/black Alternately, we don’t mind inverting the logo on a brand color or black. 03 White on color overlay You can also use our inverted logo on a brand color overlay with an image. 04 Rotating Never rotate the logo in a practical use. Exception, artwork. 05 Effects Avoid dropshadows, bevel, outlines, etc. 06 Unauthorized background colors Stick to our primary and secondary color palette for backgrounds. Bright red is not one. 07
07 Competing backgrounds Choose photography that recedes behind the logo/text. The logo should be prominent.
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Typography Our chosen typeface is Lato. Please stick to it.
Lato Bold Used primarily for bold headlines. This heavier type can also be used on taglines and other words of emphasis.
Lato Regular Regular is our default paragraph weight setting.
Alternative Font If Lato is unavailable, both Helvetica and Arial are acceptable alternative system fonts.
Aa Aa Lato Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Lato Regular
Example:
Pickled flexitarian Neutra tousled craft beer chia. Farm-to-table photo booth Ethnic cray whatever Intelligentsia seitan lo-fi. Before they sold out blog gentrify Odd Future, selfies literally 8-bit occupy typewriter sriracha tousled. Next level sartorial dreamcatcher Austin. Vinyl fap Austin raw denim tousled lo-fi readymade letterpress Echo Park, Vice quinoa pork belly single-origin coffee. Sartorial food truck Odd Future Pinterest, disrupt iPhone 8-bit. VHS umami plaid selfies High Life gastropub. Typewriter Tumblr artisan, photo booth shabby chic chambray small batch Helvetica fap selvage single-origin coffee sriracha four loko.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Design Standards | Brand Guide
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Color Palette
Primary Palette
Our color scheme is an essential part of our brand. You see it on the walls of the building, on t-shirts, in Powerpoint templates and brochures. Have a look at the other colors that make up the full spectrum of our visual identity.
Primary Color Psychology Color - e.g. leadership, strategy Color - e.g. prosperity, calming
Color Name
Color Name
Color Name
PMS XXX R XXX | G XXX | B XXX C XX | M XX | Y XX | K XX HEX #XXXXXX
PMS XXX R XXX | G XXX | B XXX C XX | M XX | Y XX | K XX HEX #XXXXXX
PMS XXX R XXX | G XXX | B XXX C XX | M XX | Y XX | K XX HEX #XXXXXX
Color Name
Color Name
Color Name
Color Name
PMS XXX R XXX | G XXX | B XXX C XX | M XX | Y XX | K XX HEX #XXXXXX
PMS XXX R XXX | G XXX | B XXX C XX | M XX | Y XX | K XX HEX #XXXXXX
PMS XXX R XXX | G XXX | B XXX C XX | M XX | Y XX | K XX HEX #XXXXXX
PMS XXX R XXX | G XXX | B XXX C XX | M XX | Y XX | K XX HEX #XXXXXX
Secondary Palette
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Imagery Choose photography that is truthful and natural. The subject should seem to be unsuspecting of the lens, or candid. Strive for action and interesting angles when possible.
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Contacts Brand Name name@company.com
Media Name name@company.com
Design Name name@company.com
Connect With Us Website | www.brandbyblake.com Twitter | @blakemccreary Facebook | facebook.com/blakemccrearydesign
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