BLUME
Brand Standards Manual
©Charisa Murphy
Graphic Design 2
Spring 2017
Professor Dorn
WHO WE ARE
Blume strives to provide the full shopping experience for its customers. We believe this includes an aesthetically pleasing atmosphere in which to shop, a product that is both stylish and of the highest quality, exceptional customer service, and the mission to give back to the community with each purchase. We seek to not only create awareness of the mission oriented aspect of our brand, but also to influence shoppers to develop the same mindset. If customers are both compelled to give back by shopping with us and then take their own initiative to get involved in reaching out to the community, then we have done our job well.
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TABLE OF CONTENTS
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Who We Are
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Brand Identity Package
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Table of Contents
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Why Brand Identity Guidelines?
01
Letterhead
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Mission, Vision, & Values
02
Envelope
25–26
Logo & Logo Usage
03
Touchpoints
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Brandmark
04
28–37
Lockup Variations
05–06
Digital
38–42
Designated Clearspace
07–09
Credits
43
Minimum Sizes
10
Color Palette & Implementation
11
Black Build
12–13
14–15
Full Color Build
Rules of Usage
16
Background Usage
17–18
System Typography
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Guidelines
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The Families
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Business Card
WHY BRAND IDENTITY GUIDELINES?
The purpose of this document is to help us work to establish consistent communications that build Blume’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining a unified voice. Questions should be directed by email to the Blume Corporate Office at marketing@blume.com.
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MISSION, VISION, & VALUES
Our mission is to provide high quality, fashionable, appealing merchandise to our target market. We seek to create a unique shopping experience for our customers, complete with a visually appealing set up in our stores and excellent customer service. Community outreach is another vital aspect of the Blume brand, and it is our hope that when customers shop with us, they will be encouraged to join us in this mission.
Blume was created to provide a unique shopping experience with strong Christian influences. Back when the company first began, the founders saw a gap in this industry and decided to fill it. We have a vision to strengthen our grasp on this industry as much as the market allows. As we do so, we seek to make a difference in the community, and even nationally or internationally.
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Our values are driven by the fact that the company was founded as a Christian retail brand. This means that we look to the Bible as a standard of living and interacting with others. Blume employees are instructed to treat all customers, and eachother, with the utmost respect, and not give preferential treatment to any one person or group.
LOGO & USAGE
The visual standards laid out in the following pages must be closely adhered to in order to preserve the integrity of the Blume brand. Proper usage of the materials is key in order to establish professionalism and unity both in the visual sense and for overall brand communications.
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BRANDMARK
symbol
This represents the signature lockup of the complete Blume brandmark, made up of the symbol, logotype, and tagline. Acceptable variations of the lockup are shown on the following pages. The symbol and the tagline are both approved to stand alone, however, they should not be paired together without being accompanied by the logotype as well. The logotype cannot stand alone but may be paired with the symbol only, or with both the symbol and tagline, as shown.
logotype
tagline
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LOCKUP VARIATIONS
2.
1. symbol only 2. tagline only 3. symbol and logotype only; vertical
1.
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3.
LOCKUP VARIATIONS 4. symbol and logotype only; horizontal 5. symbol, logotype, and tagline; horizontal
4.
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5.
CLEARSPACE
signature lockup
x
3.5x
Clearspace must be strictly adhered to no matter which version of the lockup the brandmark appears in. A specific component of the signature lockup (shown below) has been chosen to designate this clearspace so that it can be easily defined at any scale.
1/3x
3/8x
x= a square, defined by the height of the ‘e’ in the logotype
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CLEARSPACE FOR LOCKUP VARIATIONS
2.
.75x
x= a square, defined by the height of the ‘e’ in the logotype
3. x
3.5x
1. x
1/3x
3.5x
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CLEARSPACE FOR LOCKUP VARIATIONS
4.
3.5x
.75x
x= a square, defined by the height of the ‘e’ in the logotype
x
5.
3.5x
.75x
3/8x
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MINIMUM SIZES
.5”
All lockups must have a set minimum size to ensure clarity and legibility. Blume branding must never be smaller than the measurements defined here.
.125”
.75”
1.5”
.5”
1”
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LOGO COLOR PALETTE & IMPLEMENTATION
A specific color palette has been put in place for the Blume brand to provide unity. The color palette is an important part of how Blume’s mission and ideals are communicated to the public; therefore, the brandmark and lockup variations should never appear in any colors other than the ones defined on the following pages.
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BLACK BUILD
CMYK 0000 RGB 255 255 255 PANTONE white HEX ffffff
The Blume logo should have the appropriate colors applied to them whenever possible. The grayscale palette should be reserved for use only when color is not available. The builds shown here should not be deviated from, as the contrast ensures maximum visibility.
CMYK 0 0 0 100 RGB 35 31 32 PANTONE black HEX 231f20
The 50% and 100% black builds may not be combined with any of the full color builds.
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CMYK 0 0 0 50 RGB 147 149 152 PANTONE 423 C, 423 U HEX 939598
BLACK BUILD APPLICATION
Note: The symbol only lockup is used here as an example of how the black build should be applied, but all of the approved lockups may be used with any of these options.
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FULL COLOR BUILD
CMYK 19 89 67 6 RGB 192 64 76 PANTONE 193 C, 1797 U HEX c0404c
All of the following colors may be applied to any of the lockup variations; however, the reddish pink hue is intended to be used as the dominant color whenever appropriate. A single lockup should never include more than one of these colors at a time.
CMYK 28 100 82 29 RGB 140 24 43 PANTONE 202 C, 1807 U HEX 8c182b
CMYK 40 8 12 4 RGB 144 191 206 PANTONE 304 C, 304 U HEX 90bfce
CMYK 78 35 44 8 RGB 58 127 133 PANTONE 5483 C, 328 U HEX 3a7f85
CMYK 80 62 51 15 RGB 69 90 103 PANTONE 5487 C, 5487 U HEX 455a67
FULL COLOR BUILD APPLICATION
Any color applications other than the ones shown here are not acceptable. When one of the colors in the palette is used for the background, the lockup must be pure white (0% black.) Note: The symbol only lockup is used here as an example of how the color build should be applied, but all of the approved lockups may be used with any of these options.
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RULES OF USAGE
Blume Do not use an alternate typeface.
Do not stretch the logo.
Do not rotate or tilt the logo.
Do not lower the opacity of the logo.
Do not reflect the logo.
Do not apply an unapproved color.
Do not apply a stroke of any color or thickness.
style on a mission Do not overlap with text.
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APPROPRIATE BACKGROUND USAGE
The ideal background image will enhance the brandmark and not take away from it conceptually or visually. High contrast is necessary to achieve this. Images should be blurred, have lowered opacity, or be of simple composition. If the background image is grayscale, any of the color builds in the approved palette may be applied to the logo. For full color images, black, gray, or white should be used, depending on which one provides the most contrast.
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INAPPROPRIATE BACKGROUND USAGE
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Do not lower the opacity of the logo.
Do not place the logo over a busy or high key image.
Do not place the logo over a face.
Do not place the logo over an unapproved color, even if the logo color itself is approved.
Do not place the color logo over a full color image.
Do not place the grayscale logo over a grayscale image.
SYSTEM TYPOGRAPHY
Blume’s type system has been put in place with great care to ensure that it will be unified with other visuals, while also not distracting or taking away from the brand materials it is paired with. The consistency of the type that appears on or with any branded touchpoints is equally as important as the consistency of other visual components. Thus, only the following typefaces may be used.
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SYSTEM TYPOGRAPHY: GUIDELINES
Print Only The Georgia type family is to be used primarily for body copy on print collateral. Print & Web Nunito, a Google font, is available both for web use and to download for print purposes. It is to be used for headers but may also be used for body copy if necessary. Web Only Droid Serif is also a Google font but should be reserved for web use only. It shares similar traditional characteristics with Georgia, which will provide consistency across web and print platforms.
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SYSTEM TYPOGRAPHY: THE FAMILIES
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Print Only
Print & Web
Web Only
Georgia Regular Georgia Bold Georgia Italic Georgia Bold Italic
Nunito Extra Light Nunito Extra Light Italic Nunito Light Nunito Light Italic Nunito Regular Nunito Italic Nunito SemiBold Nunito SemiBold Italic Nunito Bold Nunito Bold Italic Nunito ExtraBold Nunito ExtraBold Italic Nunito Black Nunito Black Italic
Droid Serif Regular Droid Serif Bold Droid Serif Italic Droid Serif Bold Italic
BRAND IDENTITY PACKAGE
Blume’s basic brand identity package includes three components: a business card, letterhead, and envelope. All corporate materials and correspondence must utilize these components in order to maintain unity, consistency, and professionalism. Do not use any alternate typefaces, colors, or imagery, and do not change or move any of the existing elements around. Not all elements are shown at full scale, but the actual measurements for full scale are given.
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BRAND IDENTITY PACKAGE: BUSINESS CARD front
back
.125”
.125” Format 2” x 3.5” Stock Strathmore premium wove soft white 130 lb. double thick cover
.9”
.5” 1.6”
1.7”
Front Color PANTONE 1797 U Back Colors PANTONE 1797 U PANTONE 1807 U PANTONE 328 U PANTONE 304 U PANTONE 5487 U TYPE name & title: Nunito Bold 10 pt. other copy: Cheltenham Book 6.5 pt.
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.4”
.9”
1” (bottom must bleed)
2.5” .75”
BRAND IDENTITY PACKAGE: LETTERHEAD
.75” 2.5”
Format 8.5” x 11” set body copy width: 5.25” Stock Strathmore writing wove soft white 24 lb. writing Colors PANTONE 1797 U PANTONE 1807 U PANTONE 328 U PANTONE 304 U PANTONE 5487 U PANTONE Black Type footer: Cheltenham Book 9pt. all other copy: Georgia Regular 9/11 pt.
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.5”
minimum
.25” 1.5” (bottom must bleed)
3.2”
BRAND IDENTITY PACKAGE: ENVELOPE 1.7”
1” front
Format #10, 9.5” x 4.125” left and right margins on back: Stock Strathmore writing wove soft white 24 lb. writing
1.3”
1.7”
Front colors PANTONE 1797 U PANTONE black Back color PANTONE 1797 U Front Type Georgia Regular 12/14 pt.
back
1.5” (color bleeds off edges of flap)
Back Type Cheltenham Book 12 pt.
.5” 25
BRAND IDENTITY PACKAGE: ENVELOPE
Format #10, 9.5” x 4.125” note: the measurements of this inside lining are such that it will rest .5” away from all edges of the flap and inside the envelope.
1”
inside lining
3.625”
Stock Strathmore writing wove soft white 24 lb. writing Colors PANTONE 1807 U PANTONE 328 U PANTONE 304 U PANTONE 5487 U 8.5”
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TOUCHPOINTS
The touchpoints on the following pages are included with the manual to provide context and show examples of brand visuals in use. Each touchpoint has been crafted well within the set standards, utilizing the proper color palette, type systems, and other visual elements.
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CREDITS
altardstate.com graphicburger.com creativemarket.com google.com/images adobestock.com imagecolorpicker.com PANTONE.com
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