fox books
BRAND GUIDELINES A detailed look at the inner workings of Fox Books in Santa Monica, CA.
our mission
fox books Amidst the fast-paced beach towns in California, it is easy to find surf shops, sunglasses, and obnoxious beach bars. For the tired residents of the Ocean Park district in Santa Monica, there is an easy refuge from the frenetic beach atmosphere. Fox Books offers a relaxed hideout for customers to chill out and unwind. Combining good reads with good drinks, Fox Books invites residents to come downstairs to our underground “Fox Den�, and loosen up in the lounge area with a good book. simple
inviting
laid-back
friendly
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the logo
fox books
Fox Books is simple and relaxed. Our logo should feel the same way. Incorporating three graphics (fox, book, and down arrow) the Fox Books logo will always sit inside of a circle.
x
x
fox books 1 unit
x
To ensure the logo has enough breathing room, clear space has been determined by the measurement of the bottom of the “x” in “fox books”. This measurement is equal to one unit, proportionally as it is scaled up/down.
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the colors Color plays an integral role in our branding. To keep things simple, we’ve narrowed the primary color scheme to two highlights and two neutral tones. When patterns are applied, and whenever necessary, utilize the coordinating secondary color scheme for color relations.
#fbb040 0.35.85.0
#2eb99c 72.0.50.0
#a7a9ab 0.0.0.40
#000000 75.68.67.90
#f7931d 0.50.100.0
#90d1bf 43.0.30.0
#5d5d5d 62.54.53.26
#231f20 0.0.0.100
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the textures Textures will be used throughout brand extension and advertising. Displayed are mosaic examples of texture that incorporates use of the fox icon. When creating textures and/or patterns, maintain color scheme and relative spacing, according to these examples.
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the typeface To maintain the simplicity of our brand, we’ve narrowed type treatment to one family – Seravek. As a general rule, use Seravek Bold when highlighting certain words or phrases. Use Seravek Light for supporting content and/or subheads or body copy. If Seravek is not available, refer to the gray substitute (web-friendly) typeface options. Begin with Proxima Nova, then Helvetica, then Arial.
Aa Aa Seravek Bold
Proxima Nova
Aa
Seravek Light
Helvetica
Aa
Arial
Aa Brad Sant | Fox Books | 07
fox books
BRAND EXTENSION Guidelines and usage of extensions for Fox Books in Santa Monica, CA.
our stationery Communicating a relaxed, inviting feel while maintaining simplicity and professionalism is vital to Fox Books. The business card and A4 folder will be printed matte black in eco-friendly soy ink with a glossy black finish for the circle of the logo mark. For body copy, use 11pt Seravek Light with 15pt line spacing and a 2 pica gutter between left and right margins.
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our bags Any buying customer will become a walking advertisement with our bag design. These bags will be given out anytime a customer purchases an item from Fox Books. The bags will be printed matte black with eco-friendly soy ink and the circle of the logo mark will be printed in a dazzling glossy black.
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our apparel Employees will look their best with our custom-designed Fox Books employee and manager t-shirts. These will be for employees only, not for sale. Managers will be known as the “silver fox”, to be located easily by customers. Printed on organic cotton materials through Royal Apparel®, Fox Books employee t-shirts will be stylish and easily noticeable to customers throughout the store.
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our catalog To keep our customers in “the know�, Fox Books will release a monthly catalog of pieces soon-to-come to shelves in Santa Monica. The catalog will highlight up-andcoming authors and artists, giving a short background on the features. Listed on the next page is the layout breakdown for the catalog.
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The Contents and Biography pages are setup on an eight-column, six-row grid. Each block of text is two columns wide, set in 13pt Seravek Regular with 26pt line height. The Content Titles are set in 90pt Seravek Bold - All Caps with 80pt line height. Colors follow Fox Books color palette and are determined by highlight colors in images used.
CONTENTS
catalog layout
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Feature pages follow an eight-column, six-row grid. Each paragraph of body copy is three columns wide, set in 13pt Seravek Regular with 26pt line height. Names are set in 50pt Seravek Bold - All Caps with 30pt line height.
03 05 07 09 11
CREATIVE TITLE PAINTINGS BY AFTERWORD BY
A SHORT STORY SEYMOUR SMITH
MICHAEL STRASSBERGER
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CREATIVE TITLE PRETTY FLIES RELEASE DRIVEN TO DRIVE BLUE SKY A SHORT STORY BY SEYMOUR SMITH – AFTERWORD BY MICHAEL STRASSBERGER
AN ILLUSTRATION BY TIMOTHY BANKS
AN ILLUSTRATIVE NOVEL BY SARA MAHON
A SHORT STORY BY MICHAEL RENSMAN – AFTERWORD BY JOHN DIRKSLEY
SOON-TO-BE RELEASED POETRY BY JOHAN LI
SEYMOUR SMITH BIOGRAPHY Seymour Smith first starting writing when he orem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in
SEYMOUR SMITH is lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
culpa qui officia deserunt mollit anim.
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