brand guidelines
G R A T I T U D E
This is the brand identity of Gratitude. It is a set of guidelines to define the elements used in the brand, and how to use them. This will aid in fluid design, reproduction and packaging creation for the Gratitude brand.
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CONTENTS Company Motto 3 Logo 4 Grid 5 Logo Variations 6 Usage Rules 7 Color Palette 8 Typography: Logotype 9 Typography: Packaging 10 Typography: In Use 11 Visualization 12 Correspondence 13 Packaging 14
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WHO WE ARE
Gratitude Garden Products Co. is a company manufacturing plant seeds and garden tools. Our plant seeds work to clean contaminated soils through the process of phytoremediation. Our products focus on renewing and cleaning our environment. Spread your seed of gratitude.
we believe in showing thanks for the Earth. we believe in giving back. we believe in paying it forward.
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Company Motto
This is the Gratitude logo.
G R A T I T U D E Logo
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Creating the form.
0.85 in.
0.16 in.
G R A T I T U D E
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Grid
VARIATIONS The Gratitude logo has two versions. Version one is in black and white, and the other in full color.
G R A T I T U D E Black and white
0.75 in. 0.30 in. G R A T I T U D E
Minimum size
G R A T I T U D E Full color
Logo Variations
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G
R
A
T
I
T
U
D
E
The logo should never be distorted or stretched.
G R A T I T U D E
G R A T I T U D E The proportions between the brandmark and logotype should never be altered.
G R A T I T U D E The colors should never be switched in the order in which they are used.
No drop shadow or other effects should ever be applied to the logo.
THE LOGO SHOULD NOT BE ALTERED IN ANY WAY.
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Usage Rules
BRAND COLORS
C 17 M 77 Y 79 K 5
C 7 M 38 Y 74 K 0
C 24 M 8 Y 28 K 0
C 75 M 68 Y 67 K 90
R 197 G 89 B 66
R 232 G 165 B 89
R 194 G 210 B 188
R 6 G 8 B 8
Pantone 7619 C Hex #c55942
Pantone 7509 C Hex #e8a559
Pantone 5595 C Hex #c2d2bc
Pantone Neutral Black C Hex #060808
Color Palette
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TYPEFACES: LOGOTYPE
ABCDEFGHIJKLMNOPQRSTUVWXYZ The primary typeface of Gratitude is Futura in a medium weight. The Gratitude logotype should appear in Futura Medium Uppercase. Futura is a sans serif font and was chosen for its legibility.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz The secondary typeface is Adobe Caslon in a regular weight. This will be used for collateral items and as a descriptor. Caslon is a serif font and was chosen for its clarity at smaller point sizes.
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Typography: Logotype
TYPEFACES: PACKAGING
abcdefghijklmnopqrstvwxyz abcdefghijklmnopqrstuvwxyz The primary typeface used is ITC Lubalin Graph, all lowercase. This may be used in both the book and demi weights. This slab serif was selected for the friendliness portrayed.
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz The secondary typeface is Meta OT, in a light or light italic weight. This will be used for descriptions. This humanist sans serif is used for its legibility and successful pairing with Lubalin.
Typography: Packaging
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plant
y ou
ed o r se f g
Dashama
tude.
tel +91 1378 227 500 | Dashama@gratitude.org | www.gratitude.org
ratu
cultivator of appreciation
TYPOGRAPHY: EXAMPLES IN USE
4.13 in.
Example of business card and packaging label.
G R A T I T U D E
G R A T I T U D E
alpinepennycress
The Palace Estate, Narendra Nagar Tehri-Garhwal, ITC Lubalin Graph Book, 20pt Narendra Nagar, Uttarakhand 249175, India
[Thlaspi caerulescens]
ITC Lubalin Graph Demi, 20pt Meta OT Light, 10pt 5 in.
Dashama cultivator of appreciation
Meta OT Light Italic, 8pt
Adobe Caslon Regular, 7pt
Futura Medium, 14pt
tel +91 1378 227 500 | Dashama@gratitude.org | www.gratitude.org
used for phytoremediation and weed suppression approx. 10-20 yrs.
G R A T I T U D E
Peren Requi
The Palace Estate, Narendra Nagar Tehri-Garhwal, Narendra Nagar, Uttarakhand 249175, India
Not treated or chemically modified. Certified Organic. ALPINE PENNYCRESS can clean soils contaminated in heavy metals and aid in suppression of weeds. it is a PERENNIAL growing to 15–40 cm (6–16 in.).
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Typography: In Use
PLANTING DIRECTIONS: To plant, sow in area with full or partial sun.
VISUALIZATION Our company focuses on sustainability and the elimination of toxins from the environment. We implement natural, pure, humble materials into our products and packaging. The color palette is soft, with references to plants and earth. Our imagery includes a focus on natural elements, whenever possible.
Visualization
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VISUALIZATION: CORRESPONDENCE
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Correspondence
VISUALIZATION: PACKAGING
Packaging
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For further information, please contact; Dashama Email–Dashama@gratitude.org