BRAND SYSTEM
MADE OF MAGIC Daily rituals. When we blow out a birthday candle or make a wish on a penny in a fountain, we call in the magic the world has to offer into our daily lives. we ask the earth to align and attune our experience. It is said their is magic in the wild, with the power to heal our mind and body, and help us live in a way that is one with nature. Beldan Witch Apothocary harnesses the magic of wild-harvested local ingredients and combines them with ancient know-how to create products for home and healing that are truly made of magic.
MO O D BOA RD
PRIMARY LOGO
MINIMUM HEIGHT The Primary Logo should never be scaled smaller than 1.5� in height.
P R I M A RY LO G O The primary logo for Belden Witch Apothecary is a combination a word-mark and icon. The mark is a pair of hands workign to create. the bowl represents a mortar and pestal, the leaves prepresent the nartual, forages and wild-harvested indreients and the stars and moon represent the magic ethos at teh heart of Belden Witch. The Primary mark may be used with or without the tagline, interchangeabley. Whenever possible, this mark should be used across all branding collateral. This includes. Business cards, flyers, website and social media.
WORDMA RK
WORDMA RK In some instances, the primary logo will not work, to insure the integrity of the brand is upheld. Other marks may be used. The wordmark will work well for when the primary mark is too tall to be seen legebly. This may include website “top menu“ bars, invoices, or other horizontal collateral. The wordmark can also be paired with or without the tagline, and may be staked if the format calls for it.
S UB -MA RKS AND ICONS
A
B
A. BADGE B, ICON The submarks and icons can be used to replace both the primary logo and the wordmark if those logos do not work well with the format, are too small, or to add interest/clarification to the wordmark. The Submarks and icons should never be used directly next to the primary logo. The sub-marks and icons make excellent social media avatars and profile images, as well as favicons on websites
COLO R
FLORA
FERN
SAGE
Pantone 558 U
Pantone Cool Gray 4 U
Pantone Warm Gray 3 U
CMYK 41 12 34 0
CMYK
29 22 22 0
CMYK
27 25 27 0
RGB
155 191 174
RGB
183 185 186
RGB
188 181 186
HEX
#9BBFAE
HEX
#B7B9BA
HEX
#BCB5B0
METALLICS
MOON
ONYX
Pantone Cool Gray 4 U
Pantone Warm Gray 3 U
CMYK
29 22 22 0
CMYK
27 25 27 0
RGB
183 185 186
RGB
188 181 186
#B7B9BA
HEX
#BCB5B0
HEX
CO LO R USAGE In any brand, one of the most important elements is color. Keeping consistent, well-put-together color palettes can bring a brand to life. The color palette for Belden Witch Apothecary reflects the earthy, mystical and natural feel, with a flair of sparkle.
I L LU S T R AT I O NS
LEGEND OF THE
BELDEN WITCH There’s a witch in the woods, a healer they say. She came to the mountains by unseen forces and stays for a purpose unknown. She walks through the forest, to harness it’s magic. She moves lightly upon the earth. There’s a witch in the woods down by the Belden Mine.
FONTS
HEADLINES
AC M E G OT H I C EXT R AW I D E REGULAR | TRACKING 100 | ALL-CAPS
SUB-HEADLINE
SACKERS GOTHIC STD MEDIUM | TRACKING 100 | ALL-CAPS
B O DY C O P Y
Proxima Nova Regular
FO N T USAGE Consistent type and font usage is important in any brand. Please follow these guidelines to ensure the pieces you make are consistent with the brand.
U SAGE
USAG E EXA MPLES With any brand, understanding proper usage will ensure consistency and professionalism across every touch point of a business. The following are examples of proper and improper usage for the Belden Witch Apothecary Brand System.
DESIGN BY BRITT FELTON