Style Guide
By: Brooke Kalf 1
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Contents 1 1.1 1.2 1.3
The Brand Brand Personality Brand Beliefs Brand Promise
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2 2.1 2.2 2.3 2.4
Logo Design The Logo Additional Graphic Elements Minimum Logo Size Logo Clear Space
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3 Typography 3.1 Typefaces
14-15
4 Colour 4.1 Colours 4.2 Colour Usage
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5 Collateral 5.1 Main Packaging
20-21
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The Brand Brand Personality
Anytime Tea is an established all natural loose tea company, promoting better health.
Brand Beliefs
We have found that most companies that sell tea include preservatives, flavouring agents, excess amounts of sugar, and additional colouring within their products, we do not include this in our all natural loose tea products. We strive for all of our different teas to create an experience for our wonderful customers, allowing you to relax in any environment. Our products aim to allow anyone to have a great drink of tea without having to focus on what is inside it.
Brand Promise
Anytime Tea promises to create a comforting and trusting feel, but still be premium. I want each different tea to be for a specific time, or event, like reading on a rainy day, or getting a good night’s sleep, etc.
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The Brand
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Logo Design
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Logo Design
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Additional Elements
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Additional Elements These additional illustrative elements are used in the branding and packaging of the brand. Each of these elements relate to specific teas.
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Minimum Logo Size Anytime Tea’s minimum logo size is 20mm (2cm) due to readability, and should appear no smaller than that.
20mm
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Logo Clear Space Anytime Tea’s logo requires a ‘T’ space around the entire logo when used near body copy, however illustrative elements can appear closer to the logo as they do not affect the readability.
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Typography Branding Typography These are Anytime Tea’s Different typefaces used throughout branding.
Header Text Chandler42 Medium
Sub-heading Text Proxima Nova Medium
abcdefghijklmnopqrstuvwxyz 124567890
abcdefghijklmnopqrstuvwxyz 124567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 124567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 124567890
Body Text Proxima Nova Light abcdefghijklmnopqrstuvwxyz 124567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 124567890
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Typography
Header Text Chandler42 Medium
Sub-heading Text Proxima Nova Medium
abcdefghijklmnopqrstuvwxyz 124567890
abcdefghijklmnopqrstuvwxyz 124567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 124567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 124567890
Body Text Proxima Nova Light abcdefghijklmnopqrstuvwxyz 124567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 124567890
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Colour palette This is Anytime Tea’s colour palette, the bright colours coupled with the dark grey background creates a simple, fun and luxurious feel to the branding. Each of the colours represent a different type of tea.
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Colour palette
White
Anytime Grey
Black
C=0 M=0 Y=0 K=0 R=255 G=255 B=255 #ffffff
C=66 M=67 Y=61 K=61 R=53 G=46 B=48 #352e30
C=0 M=0 Y=0 K=100 R=0 G=0 B=0 #000000
Anytime Purple
Anytime Blue
Anytime Green
C=41 M=64 Y=0 K=0 R=157 G=112 B=176 #9d70b0
C=61 M=31 Y=3 K=0 R=101 G=152 B=203 #6598cb
C=44 M=0 Y=79 K=0 R=153 G=204 B=102 #99cc66
Anytime Yellow
Anytime Orange
Anytime Red
C=0 M=21 Y=70 K=0 R=255 G=203 B=102 #ffcb66
C=9 M=59 Y=78 K=0 R=226 G=129 B=75 #e2814b
C=7 M=77 Y=58 K=0 R=226 G=96 B=96 #e26060 15
Colour Usage Each of the colours in Anytime tea’s branding has a meaning as shown below. These are reflected in the packaging designs.
Black tea Green tea Fruit tea Flower based tea Cold tea Holiday themed tea
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Colour Usage Black tea Green tea Fruit tea Flower based tea Cold tea Holiday themed tea
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Main Packaging
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Main Packaging
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