Brand Guidelines 2016
Contents
Welcome
Design
Usage
How it began
2
Primary logo
7
Our mission
3
Color variations
8
Our values & personility
4
Clear space & sizing
9
Definitions
5
Logo variations
10
Tone of voice
6
Logo no-nos
11
Color palette
12
Typography
13
Business Cards
18
How it began
Moms want what’s best for their children. We never want to see them hurt or cry so image how I felt when my daughter felt excluded because of her food choices. I was raised to live a healthy lifestyle as a child and I wanted the same for my family. I started Kiwi Magazine and Moms Meet because I never wanted moms to feel alone when it came to raising a healthy family. My daughter was different and felt excluded because our family made healthier choices. This saddened me deep inside. The idea of eating healthy made my daughter feel “different.” Seeing your child choose unhealthy foods, just to fit in, was disturbing and unacceptable to me. So I started meeting like-minded moms and gathering my close friends in the neighborhood to talk about healthier products we were trying at home. And alas, Moms Meet was born. Today, we partner with better-for-you products for you to sample and try with your local mom friends. My daughter is now a vegan and has no shame in choosing that lifestyle. I want the same for you. I want to you feel confident and at peace knowing you have a community of like-minded moms to help you raise a happy, healthy family.
Moms Meet Brand Guidelines | 2016
Maxine Wolf
Founder and CEO Moms Meet and KIWI magazine
2
Our mission
Our passion is to help parents everywhere raise a healthy and happy family. Through education, resources and product sampling opportunities, we strive to bring you the very best information about trusted brands and products that are truly better-for-you and for the planet.
Moms Meet Brand Guidelines | 2016
3
Our values & personality
Moms Meet is known for our warm personality, strong beliefs and enthusiasm for sharing knowledge. Below are the things that are important to us and which are therefore reflected in our brand’s identity.
Values
Personality
Honest & Challenging: Being direct, open-minded, and genuine in all we do
Sharing: Teaching people and learning from others
Passionate & Inspiring: True excitement and love for food and healthy living Approachable & Fun: Unpretentious, accessible, and playful, encouraging everyone to have a go
Passionate & Inspiring: Being authentic and living to our principles Practicality: Keeping things simple, using common sense Generosity: Going the extra mile Quality & Value: Always doing better
Moms Meet Brand Guidelines | 2016
4
Definitions
We’ve listed below definitions of key words used throughout the guidelines to ensure you understand exactly what we’re referring to. Please note that all design details will be further explained later on in the relevant sections.
Values
Personality
Honest & Challenging: Being direct, open-minded, and genuine in all we do
Sharing: Teaching people and learning from others
Passionate & Inspiring: True excitement and love for food and healthy living Approachable & Fun: Unpretentious, accessible, and playful, encouraging everyone to have a go
Passionate & Inspiring: Being authentic and living to our principles Practicality: Keeping things simple, using common sense Generosity: Going the extra mile Quality & Value: Always doing better
Moms Meet Brand Guidelines | 2016
5
Tone of voice
Our tone of voice is purposeful passion. It is about bringing meaning and credibility to all that we say. It helps us make sure that our words are not only filled with Jamie’s easy warmth, but also have a resounding reason to be there. Copy should always be a balance between purpose and passion, sharing knowledge and opinions in a truly engaging way that resonates with all people. We achieve this by using straight-talking and energetic language.
Straight-talking Direct, honest, natural, informal, trusted language. Impart knowledge and expertise with others in a generous and easy, yet confident way. Use genuine and accessible words to explain product benefits.
Energetic
The tone shifts slightly between Mass and Premium: in Mass, there is more freedom to be playful and fun because the products are everyday and simple, so play up the energetic tone. Whereas In the Premium Ranges the playful tone should be much subtler and the emphasis should be on straight-talking language to reflect the quality.
Punchy, inspiring descriptions that are full of Jamie’s trademark passion and fun. Use fresh language peppered with playful words to instill enthusiasm and love for good food and good life.
Moms Meet Brand Guidelines | 2016
6
Primary logo
The Moms Meet logo combines two elements: the Moms Meet logotype and the icon of happy heads as a graphical element. These elements should never be changed. Position, size, and color, along with the spatial and proportional relationships of the Moms Meet logo elements, are predetermined and should not be altered. Used consistently, the will reinforce public awareness of the company.
Moms Meet Brand Guidelines | 2016
7
Color variations To ensure the Moms Meet logo is presented clearly and consistently in a variety of materials and applications, color variations of the logo are available: full color positive and negative, 1-color slate, white, and black.
Full Color Positive
1-Color Slate
Moms Meet Brand Guidelines | 2016
Full Color Negative
1-Color White
1-Color Black
8
Clear space & sizing Always leave plenty of room for the logo to breathe. This will enable the logo to feature prominently without clutter. You can use the width of the letter “M” to mark out the clear space.
x
x
X
X
X
X
Minimum print size is 1” (30 mm) wide. Minimum digital size is 80 pixels wide.
Moms Meet Brand Guidelines | 2016
X /2
X /2
X /2
X /2
Minimum print size is 0.75” (20 mm) wide. Minimum digital size is 60 pixels wide.
9
Logo variations
There are three different ways to use our logo aside from the primary logo: vertical lockup, “happy heads” icon, and wordmark. These are used depending on the circumstances of the project when you can’t use the primary logo. These variations will help fit within the different parameters.
Vertical Lockup
Moms Meet Brand Guidelines | 2016
Happy Heads Icon
Wordmark
10
Logo no-nos X
Do not change or place the logo on non-approved colors
X
Do not skew, rotate, or alter the proportions or composition of the logo
Moms Meet Brand Guidelines | 2016
X
Do not change transparency or add gradients
X
Do not outline the logo
X
Do not add effects, shadows, or embellishments of any kind
X
Do not change the relation of the happy heads to the typography
X
Do not place the logo on busy images or patterns
X
Do not add a white box around the logo when placing over an image
11
Color Palette Moms Meet’s color palette is made up of a bright colors that are both complementary and contrasting. Color is a key element of this design, therefore it is important that Pantone colors are used to print the designs rather than CMYK. Pantone colors will provide the maximum amount of consistency across all print projects. In instances where this is not possible we have created optimized CMYK values. In the instance that a suitable color does not exist, please contact the creative department.
Ryan Pantone 205 C CMYK: 0, 69, 45, 12 RGB: 224, 69, 123 HEX: #FF0073
Victoria Pantone 700 C CMYK: 0, 29, 24, 5 RGB: 242, 172, 185 HEX: #F6ABB6
Alisha Pantone 144 C CMYK: 0, 41, 100, 7 RGB: 237, 139, 0 HEX: #FF8500
Sylvia Pantone 141 C CMYK: 0, 18, 62, 5 RGB: 242, 199, 92 HEX: #FFCF7D
Jess Pantone 7405 C CMYK: 0, 15, 100, 5 RGB: 242, 205, 0 HEX: #FFCE01
Max Pantone 375 C CMYK: 46, 0, 90, 0 RGB: 151, 215, 0 HEX: #99CC00
Annie Pantone 374 C CMYK: 30, 0, 64, 0 RGB: 197, 232, 108 HEX: #C7DE8D
Danielle Pantone 3262 C CMYK: 76, 0, 38, 0 RGB: 0, 191, 179 HEX: #00B3A2
Maggie Pantone 915 C CMYK: 100, 17, 0, 11 RGB: 0, 188, 227 HEX: #26C2FF
Stephanie Pantone Blue 0821 C CMYK: 52, 0, 1, 0 RGB: 116, 209, 234 HEX: #82E3FF
Brit Pantone 520 C CMYK: 67, 95, 4, 16 RGB: 100, 47, 108 HEX: #663366
Ashley Pantone 522 C CMYK: 24, 44, 0, 0 RGB: 186, 156, 197 HEX: #CC99CC
Courtney Pantone Cool Gray 11 C CMYK: 44, 34, 22, 77 RGB: 83, 86, 90 HEX: #333333
Debbie Pantone Cool Gray 6 C CMYK: 16, 11, 11, 27 RGB: 167, 168, 170 HEX: #999999
Moms Meet Brand Guidelines | 2016
12
Typography Museo Slab 500 (Headline Typeface) This is our primary headline typeface. Use Museo Slab when you have something bold to say and in short sentences only.
Ab
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”?/,
Andrea II Print Upright (Headline Typeface) This is our secondary headline typeface. Use Andrea II Print Upright very sparingly for emphasis and in short sentences only.
Ab
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”?/,
Moms Meet Brand Guidelines | 2016
13
Typography Proxima Nova Soft (Primary Content Typeface) This is our primary content typeface for web applications. Only regular and semibold weights should be used.
Ab Ab
1234567890
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”?/,
1234567890
Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”?/,
Moms Meet Brand Guidelines | 2016
14
Typography Avenir (Primary Content Typeface) This is our primary content typeface for print applications only. Do not use this font for and web applications.
Ab Ab Ab
1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”?/,
Light
1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”?/,
Light Oblique
1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+:”?/,
Moms Meet Brand Guidelines | 2016
Heavy
15
Typography Hierarchy Size is the simplest way to create contrast between different typographic elements in your design. With three main levels of typography, the font size generally starts out largest on top (level one: your most important information) and decreases in size as you move down the page.
Heading 1: Museo Slab 500 42pt
Moms Meet Heading 2: Museo Slab 500 28pt
Layout for both print and screen is one of the most important aspects of graphic design. Designs that extend across multiple pages or screens, whether containing large or small amounts of type must be carefully controlled in a way that is enticing and is easy for all to access.
Moms Meet Heading 3: Museo Slab 500 16.8pt
Moms Meet
Moms Meet Brand Guidelines | 2016
16
Typography Character & paragraph styles Basic text
List with bullets
Links
Find something else more interesting sleep in the bathroom sink hack up fur balls, so slap owner’s face at 5am until human fills food dish, but pee in the shoe.
• Find something more interesting
Learn more
• Sleep in the bathroom sink
VIEW ALL
Basic text bold
List with numbers
Find something else more interesting sleep in the bathroom sink hack up fur balls, so slap owner’s face at 5am until human fills food dish, but pee in the shoe.
1. Find something more interesting
Moms Meet Brand Guidelines | 2016
• Hack up fur balls • Spread kitty litter all over house
2. Sleep in the bathroom sink 3. Hack up fur balls 4. Spread kitty litter all over house
Basic text white content Find something more interesting sleep in the bathroom sink hack up fur balls, so slap owner’s face at 5am until human fills food dish.
17
Business cards The business card will be used for all official contact and communication of our company. These are the approved layouts. Dimensions: 2.325” x 2.325 in” Rounded corners CYMK print UV coated
Annie Douglass Vice President
adouglass@maymediagroup.com momsmeet.com kiwimagonline.com 856.753.3800 ext.105 856.574.4996 104 Centre Blvd, Suite A Marlton, NJ 08053
Moms Meet Brand Guidelines | 2016
18