VISUAL IDENTITY GUIDELINE MANUAL ©2013
This Branding Guidelines Book has been designed for Sarah and her Team at Edible Gardens Ltd to help them understand the brand, and generally to understand how to use brand elements. It is also created to help the brand stay alive and continue to stand out and stay sustainable for years to come.
d Edi le GARDEN
s t n e Cont Sarah Frater Director Brand Identity Our Story Brand Values Personality Logotype Our Logo Incorrect usage Dos & Donts Brand colors Our Colors Typeface Learn About Our Choice Logo Variation How Many Ways Co-branding Us Against You Application Where You Will See Our Logo
ediblegarden.co.nz /04
er’s
om cust
ex
, it
ions
at pect
r s pe ce er vi rm a o f r or s e d p l o il r n, go uct. ct w ct o odu prod ganisatio ? r p e D odu h r e t N r h p t t A o u e e o at BR e th t the at th s ab SA se th mak bou f wh tion a t AT I omi a o a r t n H h c p e t r e . tio s W is a exp awa lace istic rma er’s rand ketp info cter ople r m a r e a r o a p l a Ab t m u g us ch akin ar tic r s in es c the es p of m othe out shap v i b s g a m n ea rand it fro surance s. am Ab ring ating as d is i t n n a n offe a r e ’s b r s t i e e g f i n dif carr t are stro wha .A rand e d u n q AB a ni s sent ice u epre ser v r y pan com
ediblegarden.co.nz /05
r e t a r F h a ar
S
Talks about Edible Garden Ltd and the passion and hard work that goes into making this brand a reality.
We are focused on the needs of our
the provision of catalogs, our website,
customers to ensure we provide them with
workshops, visits to our nursery/shop,
the very best fruit and nut trees for their
and the extensive list of heritage fruit and
situation, while also staying true to our belief
nut trees that we provide for sale. We are
that heritage fruit trees are the future for
active in our vision for sustainable nursery
Edible Gardens in New Zealand. Sharing
practices.
our knowledge and experience through
ediblegarden.co.nz /06
ediblegarden.co.nz /07
y t i t n e d I g n i d n Bra OUR STORY Your journey with Edible Garden Ltd will ensure you are supplied with quality heritage fruit trees. We are a small dedicated team, focused on customer service and passing on the passion for growing food. We aim to empower all of our customers to be successful in growing tasty healthy fruit and nuts easily where ever you live in New Zealand. Our personalised service which shows a depth of knowledge that will ensure the fruit trees you plant will reward you with future harvests. We are a trustworthy dependable source of heritage fruit and nut trees rich in flavour, nutrition and history. We are a company with integrity that has stood the test of time like the trees we grow.
ediblegarden.co.nz /08
tity
ra
td b
nL arde G E LIF dible sion. D TO apply E N mis A o our wt e R BR o v h U e i GO plain y to ach GIN s ex a e N I w n i l R g B rin uide nspi se g nd i a The t n siste con
ediblegarden.co.nz /09
den nd i
in a
s e u l a V d n a Br VALUES
The following values have been identified as important to Edible Garden Ltd and will shape the organisations actions going forward. • Honest
• Integrity
• Approachable
• Boutique
• Heritage
• Professional
• Hard Working
• Experienced
• Sustainable
• Customer
• Loyal
• Established
• Trustworthy
• Ethical
• Creative
• Happy
Focused • Knowledgeable • Educational
ediblegarden.co.nz /10
d Edi le GARDEN WORD-MARK
H e r i t a g e Fr u i t Tr e e s Fo r Yo u r G a r d e n STRAP-LINE
BRAND-MARK
ediblegarden.co.nz /11
e p y t o Log This logo provides a visual representation of the brand of Edible Garden Ltd. This visual representation is made up of three elements. WORD-MARK The word-mark is the foundation of the logo, adding validity and weight to the identity as a whole. The word-mark and Strap-line are the back bone of this Edible Garden Ltd brand. STRAP-LINE The strap-line adds context to the logo by clearly communicating what Edible Garden Ltd does. BRAND-MARK The brand-mark of Edible Garden Ltd is what brings this logo all together. It represents all the attributes that Edible Garden Ltd provides to their target market. ediblegarden.co.nz /12
d Edi le d Edi le GARDEN ediblegarden.co.nz /13
d Edi le GARDEN H e r i t a g e Fr u i t Tr e e s Fo r Yo u r G a r d e n
n o i t a i r ogo Va
L
The visual identity of Edible Garden Ltd is represented with these logo versions. The logo of Edible Garden Ltd visually communicates the essence of Edible Garden as a brand. It is the visual signature of Edible Garden Ltd. This logo should always appear in a specified and consistent manner.
ediblegarden.co.nz /14
ediblegarden.co.nz /15
s r o l o C g n i d n a r B PANTONE PROCESS C /55 M /35
Y /44 K /5
R /122 G /141 B /135
PANTONE PROCESS C /61 M /56 Y /65 K /40 R /80 G /76 B /67 CMYK /colors for printing RGB /colors for screen
ediblegarden.co.nz /16
d n Lt ey arde ts, th G be n e e l d l b i d em shou tifiable. E d el of E n es, it SAG bran ogo e l U m d d i i e t t L y O ll re th the iatel at a den LOG s. ensu d clear Gar n of med o p e i l m l i t hod e b a i Ed met t an ent at is To h s n h f n e t e o r o t i s nsis way t rep duct ship in a is co tion isten epro d s a r l e n e t d o r c en an r are ure the or s pres end colo s v n d e y n t i a d. To qual , size ltere high a tion i e s e s o P ot b ys u ld n alwa shou dentity, di bran
d Edi le GARDEN
ediblegarden.co.nz /17
e g a s U ro rect
Inc
d Edi le GARDEN
Edid le GARDEN d
d le i EdDEN R A G
Edid le GARDEN Edid le GARDEN ediblegarden.co.nz /18
Brannboll Fet A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k
l m n o p q r s t u v w x w z
LANE ABCDEFGHIJKL MNOPQRSTUV WXYZ abcdefghijk lmnopqrstuv wxyz
ediblegarden.co.nz /19
e c a f e Typ Our choice of type has been chosen especially to show you who we are. Brannboll Fet was chosen to represent our creative and boutique business also to represent what we specialize in. Lane was chosen to represent the rest of our values, this is a clean and professional looking font, the two together create our identity and represent to you our values, mission statement and our vision.
ediblegarden.co.nz /20
o r log othe een y n etw ith a ce b ed w a s ING p u s D s of N di go. unt -BRA rden Lt ss lo amo e CO a t n i h G s rig ible r bu the If Ed othe ow l e l s it h a t se and nly i nd o a t o st plea o o t g n o o l n g sig les ch lo t de Edib s ea rrec w o o l c l for lso a akes ut a b m g s i n si Th ht. plea n rig ally w o visu eir in th out
ediblegarden.co.nz /21
g n i d n a r B Co d Edi le GARDEN
d Edi le GARDEN
9mm
ediblegarden.co.nz /22
ediblegarden.co.nz 23
n o i t a c i l p p A When the logo is reduced in size below the print and web standards shown here, it becomes difficult to read and not visually pleasing with in the design.
12mm
Edid le GARDEN WEB
112 Pixels
Edid le GARDEN
ediblegarden.co.nz /24
ediblegarden.co.nz 25
Horticulturist
IPAD|Contact Page
ediblegarden.co.nz /26
Edid le GARDEN
kidd
black
captian
heritage
black figs
niagra
heirloom hydnmyns
KELFER cleargeau
WEBSITE|Resources Page
ediblegarden.co.nz /27
65.3
Edid le GARDEN
Sarah Frater DIRECTOR 063245678
sarah@ediblegarden.co.nz
H e r i t a g e Fr u i t Tr e e s Fo r Yo u r G a r d e n
FRONT
BACK
65.3
BUSINESS CARD
ediblegarden.co.nz /28
http://issuu.com/charlenelucas/docs/ediblewebprint