Pyramids Brand Standards

This document contains the rules for our 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 your brand. We invite you to absorb this information and reference it often to become an informed keeper of the brand.

If you should have any questions please feel free to contact us at fanmail@triaddesign.com.

WHAT WE DO

A Group 3 company, Pyramids has been a Hilton Head Island tradition since 1998. We offer an eclectic mix of delightful finds with a range of price points, and a large selection of American-made, artisan manufacturers.

WHY WE EXIST

To be Hilton Head Island's source for carefully curated gifts, home furnishings, and accessories.

MISSION STATEMENT

WHAT MAKES US DIFFERENT

We find the best gifts, so you don't have to. VALUE PROPOSTION

WHERE WE ARE GOING

To connect every person with just the thing they've been looking for.

VISION STATEMENT

OUR CORE VALUES

Tradition

Aspiration

Delight

Passion

Enthusiasm

Creativity

CORE VALUES

BRAND PERSONALITY

Traditional

We base our pieces in time-tested traditions - because trends don't ever last long enough.

Aspirational

Our hope is that the pieces you find at Pyramids are a source of inspiration for your home and joy for your life.

Delightful

With just a step into one of our brick-and-mortar stores on Hilton Head Island, or after scrolling our home online, we always hope to bring a smile to your face!

BRAND PERSONALITY

Distinctive gifts & home accessories

More than just the perfect gift…

TAGLINE

PRIMARY COLOR PALETTE

Color is foundational to the visual identity of a brand in all its expressions and executions. This includes logos, packaging, products, environments and all forms of marketing communications.

The primary palette helps consumers to quickly identify a brand. These core colors represent the earth tones in which the company coincides with.

RGB: 0, 0, 0

Hex: 000000

CMYK: 0, 0, 0, 100

RGB: 255, 255, 255

Hex: ffffff

CMYK: 0, 0, 0, 0

RGB: 240, 240, 240

Hex: f0f0f0

CMYK: 4, 3, 3, 0

Pantone: Cool Gray 1 Un/Coated

BLACK WHITE GREY

SECONDARY COLOR PALETTE

The secondary palette is used to highlight and complement the primary colors. Use these secondary colors to complement primary colors and break up white space.

The brand palette will cover the majority of your needs. It’s intentionally small in variety so as to not dilute the brand visuals, which adds confusion.

RGB: 220, 169, 89

CMYK: 14, 34, 76, 0

Hex: dca959

RGB: 174, 162, 154

CMYK: 34, 33, 37, 0

Hex: aea29a

RGB: 60, 56, 52

CMYK: 65, 62, 65, 55

Hex: 3c3834

Pantone: 110 Un/Coated

Pantone: Warm Gray 4

Pantone: Black 7 Un/Coated

PRIMARY LOGO

Pyramids primary logo is a combination mark. It features a timeless serif font as the foundation for a depiction of a home and garden.

The primary logo should be used in most cases ensuring brand consistency across all communications. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.

SECONDARY LOGO

The secondary logo should only be used when limited by size constraint and never separated from other individual elements.

BRAND MARK

Pyramids brand mark can be used when the full primary logo is not necessary or in cases where the brand name is already displayed. For example, the mark could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.

LOGO SPACING

To preserve the Pyramids logo’s integrity, always maintain minimum space around the logo. The importance of whitespace around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more white space, the better.

The minimum whitespace around the mark and logo is equivalent to the letter "p" in the word "pyramids". A margin of clear space equivalent to this height is drawn around the logo to create the invisible boundary of the area of isolation. These visuals are used to define minimums.

MINIMUM LOGO SIZE

For readability, scale needs to have special considerations.

Do not reduce these elements below the designated pixel values.

Web 192 pixels

Print 2"

Web 96 pixels

Print 1"

ALTERNATE LOGO COLORS

The logo color usage for Pyramids company logo is minimal. The primary (black) logo is the preferred version and should be used whenever possible.

However, in some instances when a colored version is required use the gold or clay logo options. When absence of color use is requested, choose the single color version consisting of only black or white.

LOGO DO'S & DON'TS

To make sure our logo appears as consistent as possible throughout our communications, we've identified a number of ways it should never be used.

A. Do not squeeze or stretch vertically.

B. Do not squeeze or stretch horizontally.

C. Do not add shadows or filters to the logo.

D. Do not contain the logo in box when placed on a background image or color.

E. Do not alter the logo colors.

F. Do not rearrange or resize the logo elements individually.

G. Do not add other elements within the clear space allotment.

H. Do not rotate.

I. Do not place borders around logo

A.

D.

G.

B.

E.

H.

C.

F.

I.

TYPE FACES

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

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

Primary Font - Baskerville, Regular

Secondary Font - FreightSans Pro, Semibold

Accent Font - Mrs Eaves OT, Italic

AaBbCcDdEeFfGgHhIiJjKk

AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu

TYPE SYSTEM

Baskerville Regular should be used for all headers on a large scale, 4-6x that of the body copy font size (all caps or case sensitive dependent on layout and use of additional copy).

Baskerville Regular should also be used for all other copy (body, lists etc). Leading should be approximately twice that of the font size.

FreightSans Pro Semibold should be used as a secondary choice to the primary font. This can be used to replace the primary font when unavailable or in need of a san serif font. It can also be used for other design elements such as buttons and other call outs.

Mrs Eaves OT Italic is the accent font and it is to be used sparingly to covey important messaging. This font can also be used for subheaders to add some movement.

Sub Header

Main Header

Body text. Lorem ipsum dolor sit amet, consectetur

adipiscing elit, sed do eiusmod tempor incididunt ut labore

et dolore magna aliqua. Ut enim ad minim veniam, quis

nostrud exercitation.

LOGO IN THE WILD

PHOTO GRAPHY

Examples here are depicting typical usage for images.

SOCIAL MEDIA STANDARDS

Examples here are depicting typical usage for social media.

Triad Brand Marketing is a creative agency purposely founded to fuse our passion for creative design with our love of innovative marketing. If you should have any questions please feel free to contact us at fanmail@triaddesign.com.

Thank you.