Island Time Brand Guidelines by Bold brands born here

BRAND GUIDELINES

Bold Brands Born Here This document contains the rules for our messaging and visual communication system. Follow these rules strictly to maintain brand consistency. This includes all of the elements you may need—logos, typefaces, colors, and more—to create a consistent tone, look, and feel for [CLIENT NAME] materials. We invite you to absorb

Pause reality.

this information and reference it often to become an informed keeper of the brand.

BRAND GUIDELINES

What We Do A positioning statement is a brief description of a product or service and target market, and how the product or service fills a particular need of the target market. A positioning statement is not a public-facing tagline. At its core, it’s a statement of how you want your brand to be perceived. Positioning statements are focused, it identifies only the primary customer benefits and points of competitive differentiation.

POSITIONING STATEMENT

brand colors

BRAND GUIDELINES

Why We Exist A mission statement is intended to clarify the what, who, and why of a brand. Why a brand exists in the first place. Define What Drives You: Say what the purpose is behind what you do. Keep It Simple: Remove jargon and buzzwords. Edit, Refine, and Release: Parse and polish every word. MISSION STATEMENT

BRAND GUIDELINES

What Makes Us Different Tasty cocktails that transport you to an island state of mind.

VALUE PROPOSITION

BRAND GUIDELINES

Where Do We Want To Go A vision statement is a company's road map, indicating what the company wants to become by setting a defined direction for the company's growth. The vision statement is intended as a guide to help the organization make decisions that align with its philosophy and declared set of goals.

VISION STATEMENT

BRAND GUIDELINES

this is our vibe… The Island Time Brand Board The Island Time brand is fun, dynamic and lovable. The company is for those who are value the benefits of taking a break from the everday and appreciate moments of escape, relaxation and joy either alone or with friends. The visuals highlight moments of escapism from mundane life with the classic nautical brand colors associated with island scenery. The use of clean white space allows the customer to connect with the sense of order and professionalism contrasting the playfulness of the lifestyle imagery. The choice of a heavy extended typeface is complemented with the modern sans serif typefaces and tells of the brand’s bold, fun, approachable vibe. The script font communicates playfulness and wave-like fluid movement. This is a brand that knows how to live life to the fullest.

No time like now. BRAND PROMISE

Pause Reality, Get on Island Time. TA R G E T AU D I E N C E

age? male or female? income level? location? C O R E VA L U E S

• A premium product that tastes clean and delicious • Enjoy responsibly • Let's have fun • Represent the philosophy of taking a break as a healthy mental heath break

BRAND GUIDELINES

TAG L I N E

Our brand is a reflection of who we are, what we stand for, and how we express ourselves. Our brand voice should come through loud and clear in everything we do—from our website, to our videos, to the copy accompanying our instagram snapshots of escaping to island life posts. With a company so grounded to our founder’s fun-loving

CAPTURING OUR BRAND PERSONALITY IN WRITING While our brand voice doesn’t change much, the tone we use throughout different types of content must be adapted to the medium (e.g..., blog, video, infographic, etc.), context (e.g., funnel stage, live event, etc.) and intended audiences (e.g., persona, end-users, roles, stakeholders, etc.). Understanding the context will help you adapt the tone of our brand personality as needed.

attitude, we have some spirited shoes to fill! We want to make sure our brand voice reflects our easy going attitude, while still providing value and substance for our audience, customers, and partners. Here are a few adjectives that describe our brand:

…approachable …cheerful …zest for life

C H A R AC T E R I S T I C

H O W B E S T T O AC H I E V E :

Approachable

Communicate as if speaking with a long lost friend. Break down the technical. If you think something isn’t common knowledge, explain it.

Cheerful

Approach customer feedback with positive responses. Always try providing actionable, prescriptive advice or answers.

Zestful

Use an upbeat and passionate style of writing and consistently remain positive. Make it fun and enjoyable, add quirkiness when applicable.

BRAND GUIDELINES

Brand Personality

C O L O R PA L E T T E Color is foundational to the visual identity of a brand gold

Royal Blue

marine

Hex

#7da6b3

#0D2659

#74DBDB

RGB

125.166.179

13.38.89

116.219.219

44.0.16.0

90.70.30.50

45.0.14.0

2177 C

295 C

318 C

CMYK Pantone

in all its expressions and executions–logos, packaging, products, environments and all forms of marketing communications. The Primary Palette helps consumers to quickly

SECONDARY PALETTE

identify a brand. These are the core colors of the brand. The Secondary Palette is used to highlight and

sand

surf

sunshine

Hex

#C30017

#FABD00

#D4e0de

colors. Use these secondary

RGB

195.0.23

250.189.0

221.224.222

colors to complement

0.100.88.23

2.26.100.0

17.12.13.0

3517 C

7408 C

9523 C

CMYK Pantone

complement the primary

primary colors and break up white space. The brand palette will cover the majority of your needs.

FLAVOR PALETTE

It’s intentionally small in variety so as to not dilute the brand visuals, which adds confusion.

BRAND GUIDELINES

PRIMARY PALETTE

BRAND GUIDELINES

HEADER COPY

Typography Our font families should be used for all communications, ensuring a consistent look and feel in all online and print literature.

HEADER FONT

Brother XL Bold A B C D E FG H I J K L M N O P Q R ST U V W X Y Z abcdefghijklmnopqrstuvwzyz

Brother XL Bold should be used for all header / subhead text, where FREIGHTSANS PRO should be used all other copy (body, lists etc). Alkaline Demi is the accent font and it is to be used sparingly to covey important messaging. It represents the fluid motion of water and is an unexpected pop of fun. It is the spirited side of our

B O DY FO N T

FreightSans Pro Book ABCDEFG HIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz

brand. To ensure a consistent look, make sure brand fonts are used in a consistent manner and the weights of the font have been considered, using heavier weights to highlight key messages.

ACCENT FONT

Alkaline demi abcdefghijklmnopqrstuvwxyz

BRAND GUIDELINES

I N F O R M AT I O N This document serves as a foundational guide to using this brand identity. These guidelines are for the use of the Island Timet team and associated agencies only. If there is ever doubt, please refer back to this document. If you should have any questions please feel free to contact us at fanmail@ triaddesign.com. Thank you.