Brand Style Guide
Design by : Catharina Krisanti F12DM0525 / 2E ION Orchard #03-55 2 Orchard Turn Singapore 238801 616792034/ 83691827 www.halewellmarket.com
2
3
Contents 7
Introduction
9
Influences
11
Identity Brand Concept
Brand Promises Positioning and Naming
17
Brand Pictures
21
Brand Elements Brand Logo and Sizes
Logo Versions Clear Space Logo Brand Color Scheme Brand Typeface Brand Signage Misused Logo
35
Brand Maintanance
37
Application
4
Introduction
HaleWell Brand Style Guide is a tool to showcase our personality and identity of the brand in accurate systems and clear visual how it communicate to the brand. This book guide people to understand the meaning and goal in order to be in accordance and consistent brand identity. Organic foods are produced using methods of organic farming and produced in a way that complies with organic standards set by national governments and international organizations. Organic food production is a self-regulated industry with government oversight in some countries, foods marketed as organic are produced in a way that complies with organic standards set by national governments and international organic industry trade organizations. HaleWell is food market that grown and manufactured in a manner that adheres to standards set by KRAV, Sweden International Federation of Organic Agriculture Movements.
6
7
Influences
Making Organic lifestyle choices is part of a growing trend, and finding organic food to feed family has never been easier. Many people are taking advantage of sources of organic products in their local area. They have been told that organic living, and health giving food can provide health benefits, and benefits to the environment, as it is grown without the use of inorganic fertilizers, herbicides and pesticides. HaleWell started to think to solve the problems that influenced this brand development and keep on track to the obejctive of our goals.
8
9
Identity
Design Concept & Properties “Live Organically� By the fact that almost every hour, nearly 250,000 plastic bottles are dumped. It is not surprising that plastic bottles constitute close to 50% of recyclable waste in the dumps. The numbers are proved that recycling needs to be obtained. In order to raise the organic consumption, HaleWell products offer secure organic food that original and authentic healthy farming. However, the concept of this market is not solely handle the organic, yet the materials that needs to be recycled. HaleWell provides barter market solution to aiming the advance of organic used in every houses as well as declining the recycle materials. The subliminal of this concept is to let people experienced and mesmerized the organic way of living in their daily lives.
10
This brand personalities are organic, fresh, calm, friendly, and reliable
11
Brand Promises HaleWell provide best quality and fresh product of organic maintenance contents. Moreover, Increased the advance of organic used in every houses as well as declining the recycle materials.
Organic lifestyle Friendly products Innocence of food
12
13
Positioning & Naming This brand built in position of organic lifestyle and meant to be placed on people who prioritize healthy than fast and simple lifestyle, reduce recycle materials on their lives, and love fresh and authentic food materials for consumption. HaleWell products support the living of reduce, recycle, and reuse methods. This identity are naming in fresh, modern, family oriented and mature adults compatibility.
14
Brand Pictures
In order to present HaleWell identity, there is direction to guide people on the image application that support and complete the brand elements. The image usage should be showcase fresh, calm and organic healthy food in a clear background. The image can have fade effect or traditional aspect appealing. The background usually off- white and clear.
16
18
19
Brand Elements
Brand Logo The word of HaleWell is originated from positive aspects of “healthy” and “well”. HaleWell logo is based on logotype script that showcase organic, healthy, trustworthy, and friendly personalities. This logo is combined with swash of last letter “l” to give flexible on recycle, reduce, and reuse as our supporting idea of this brand identity. The main color of the logo is green and focus on fresh color such as yellow and orange.
20
Logo Sizes There are 3 types of logo sizes that could be applied according to the purpose of the usage itself. The small size is 72 pixels, usually used in labelling the product names, medium size in 108 pixels can be used for several design such as marketing c and merchandise collateral or screen interface design, and the large size of 156 pixels for advertising campaign, printed design on larger scale. The sizes of the logo might be larger based on the usage.
16 px 72 px 24 px 108 px
36 px 156 px
21
Logo Versions There are 3 types of logo versions, logo in white background, logo with circle frame, and logo with circle soft brush. The purpose of having these 3 types are to maintain the existence of the logo on the application and give us an option to apply it on different medium.
22
23
Clear Space Logo These are the clear space sizes for each logo version. These clear space must be used accurately following the exact size that has stated. The clear space logo is essential to give a good sight for eyes to see our logo and certainly the logo can be layout in comfortable position where cannot be overlayed with other pictures.
24
0.5 x
x
x 0.5 x
x
0.8x
0.6 x
x
25
Brand Color Scheme The color that is suitable most for the identity is green. This are the color palletes of the logo that represents HaleWell and guide to use the color on applying the logo at once. There are 2 versions of color pallete; grayscale and cmyk.
26
Color Specifications
C: 79 C: 62 C: 45 C: 40 C: 29 C: 15
M: 16 M: 0 M: 3 M: 0 M: 0 M: 0
Y: 96 Y: 99 Y: 70 Y: 100 Y: 84 Y: 66
K: 3 K: 0 K: 0 K: 0 K: 0 K: 0
C: 0 C: 0 C: 0
M: 0 M: 0 M: 0
Y: 0 Y: 0 Y: 0
K: 23 K: 46 K: 100
27
Brand Typefaces HaleWell logotype is from script typeface that has been modified and redesign. There are 2 typefaces that have been used, the logotype and the tagline. The brand tagline typeface is from sans serif with 4 sets of family. These typefaces can convey the message of the identity of HaleWell that is organic and healthy.
!?():,;‘&abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Caneletter Script (Regular)
HaleWell (modification typeface)
28
“Live Organically” 1234567890!?():,;‘&abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Signika (Regular) 1234567890!?():,;‘&abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Signika (Light) 1234567890!?():,;‘&abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Signika (Semibold) 1234567890!?():,;‘&abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Signika (Bold)
29
0.25 x x
0.02 x
0.05 x 0.6 x
x
0.5 x
Brand Signage There are exact sizes when the brand name and the brand tagline put along together. HaleWell brand signage has 3 elements, the logo, tagline, and circle shape. These are the guide on how it should be apply on HaleWell brand signage, as to let people clearly look at the tagline and the logo based on the sizes.
30
31
Correct Logo
Misused Logo These are some examples of usual misused logo on the brand. For brand success, it is important that the HaleWell logo, seal and signatures be displayed correctly. This includes always using the correct typefaces, colors and size of all elements.
32
Incorrect Logo
Stretched the size, change the color and signage position.
33
Brand Maintanance
HaleWell is food market that grown and manufactured in a manner that adheres to standards set by KRAV, Sweden International Federation of Organic Agriculture Movements. It is trusted as the best organic cultivation with twice in each year, KRAV supervises all the products, maintaining all the healthy ingredients and observing the new breakthrough. HaleWell promises to organic lifestyle, friendly lifestyle, and innocence of food. This Services are guaranteed to the consumers as every day it brings new and fresh lifestyle.
34
35
Application
Halewell is promising healthy and friendly services. This market shows the originality and innocents of food. The objectives are reducing the percentage of waste things in the earth and approach the consumers in new organic lifestyle. The application of this identity aims for directing and presenting the identity and support the brand signage and pictures to deliver the message to society. This application is used for guidelines to keep the personalities as well as supporting the product selling.
36
Marketing Stationeries & Sales Folder
Brand & Brand Identity Catharina Krisanti-F12DM0525/2E
37
Advertising Campaign
Assure your healthy needs
38
Live Organically
39
Love in every contents
40
41
Products & Services
42
43
Design by : Catharina Krisanti F12DM0525 / 2E ION Orchard #03-55 2 Orchard Turn Singapore 238801 616792034/ 83691827 www.halewellmarket.com