Minted Mark Brand Standards

2016 BRAND STANDARDS

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CONTENTS 7 - MISSION 14 - COLOR 22 - ACCENTS 24 - MARKS 33 - STATIONERY 38 - TYPE 52 - WEB

“A curated collection of clothing and accessories meant to inspire the modern man to dress to his full potential.�

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MARKED FOR GREATNESS The word Mint has many meanings. It can be tangible, like a herb or candy. It can be an action, such as the stamping of a coin or something that is being produced for the first time.

It can describe something in pristine condition. At MINTED MARK, we have taken these ideals and forged a brand that is familiar, though by no means not ordinary. It is rooted in the concept of conformity but naturally stands out amongst the rest as a result of it’s quality and exclusivity.

We make choices everyday. We choose what we do and how we do it. At MINTED MARK we strive to make your choice to dress well as simple as possible. We have created a clothing brand that allows each customer to select their clothing and accessories from a carefully curated collection so there are no wrong choices.

Although our products are created with the ease of a uniform in mind, by shopping at MINTED MARK you are subscribing to stand out amongst the many. By dawning our mark you don’t lose your individuality but join the ranks of men who believe in our mark as a sign of quality and classic style.

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MAKE YOUR MARK

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OUR COLORS MINTED MARK green is as important to our brand as ourmarks. This green is our primary color and should always feel like the primary color. Our green was selected for the obvious associations with money and the essence of mint.

The shade of rich emerald green inspires a sense masculinity and luxury.

This luxurious feel is reinforced by the presence of the gold foil finish. It is the final detail that marks our collateral with a prestigious quality.

CONSIDERATIONS • green should always feel like the primary color • the primary and the secondary marks should exclusively appear is green, gold, black, or white • grey should only be used as a background or overlay color, never as a text color • whenever possible, the presence of gold should be in a metallic foil finish.

PMS 8641C C 34 M 43 Y 100 K 10 R 163 G 131 B 46

PMS 430 C C 124 M 134 Y 100 K 140 R 124 G 134 B 140

PMS BLACK C C 0 M 0 Y 0 K 100 R 100 G 100 B 100

PMS 567 C

WHITE

C 85 M 51 Y 71 K 54

C0 M0 Y0 K0

R 23 G 62 B 54

R0 G0 B0

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ACCENT PATTERN The process of minting is exclusive to coins, but at MINTED MARK we accept all forms of currency. With this in mind, we created the MINTED MARK pattern based off of the texture used on dollar bills. It should be used freely as an accent on all materials. This pattern was created to give a subtle texture to all design materials. It should only be used in our green but can be made transparent or used in a lighter tint if it is needed in a lighter shade.

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OUR MARK The mark is the most important asset of our branding. It must be shown on everything produced by MINTED MARK as it is our defining characteristic. It stands for more than just our company. It represents the integrity of our products. It is worn by our consumers because they know that by wearing our mark, they are marked for greatness.

PRIMARY MARK The primary mark must be used in situations where it will be viewed alone or in any situation where it feels appropriate for the overall design, like a design that is more vertical. This mark should feel like the primary mark on all materials with the exception of apparel. The majority of products should only be branded with the secondary mark.

3/4 inch

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SECONDARY MARK The secondary mark should be thought of an accent on branded materials. It should always be displayed alone on apparel and products. It can also be shown alone on materials that are inside of a MINTED MARK store.

It should never stand alone on marketing materials such as advertisements, packaging, or sales assets. If it has to be shown alone consider using the word mark as well.

When deciding whether or not to use the primary or secondary mark, think, can the primary mark fit here comfortably? If yes, then use it.

1/2 inch

CROPPED The secondary mark can be shown in a cropped format. When cropping the mark try to think about the rule of thirds or crop it on a joint.

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SPECIAL TREATMENT Both marks are encouraged to be used in a gold foil finish or in a badge format. The badge must always have a white background with a green or black mark.

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BUSINESS CARDS Our business cards should be given out in pride. All MINTED MARK employees should be issued business cards. These cards art to be printed on thick 32pt Luxe stock with a gold foil accent.

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GOTHAM IS

JUST OUR TYPE We only need one. Therefore we only have one. Every piece of MINTED MARK collateral should be set in GOTHAM. No exceptions.

CONSIDERATIONS • GOTHAM light, book, medium, and bold can be used • it is important to think about contrast. when possible vary between all caps and no caps • Proper capitalization should only be used in body copy

RULES • MINTED MARK should always appear in ALL CAPS • this isn't hard, gotham is the only font

KLM

GOTHAM LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM BOOK

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz OUR WORD MARK

MINTED MARK GOTHAM BOLD, TRACKING 50

NOP 39

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PACKAGING Like most MINTED MARK collateral, our packaging is better together. A complete MINTED MARK ensemble's packaging comes together to create our secondary mark when viewed from the top. Separately, each box is able to stand alone with just a highlight of our mark.

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WEB PRESENCE The MINTED MARK brand must be adaptable across all platforms of social media. Our website should be an intuitive experience for all users and should highlight our newest and greatest products. The scrolling banner on the website should correspond to the posts on social media.

RULES • all social media posts should have a secondary mark on it, even if the mark already appears naturally like on a product • all social media posts should follow all of our normal typographic rules (see page 39).

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