BLUSH Brand Standards Manual
ART 323 Graphic Design II | Professor Jane Dorn, Spring 2015 | © Carly O’Barr, 2015
B BLUSH CAMPUS COMFORT
INTRODUCTION Blush is a clothing company, dedicated to young college women who have a passion to express themselves through style. Celebrating campus lifestyle is what we’re all about. Who says you can’t study in style, and live life on campus comfortably?
TABLE OF CONTENTS Brand Identity Purpose Mission, Vision, & Values Logo & Logo Application Brandmark Lock Up Options Clearspace Minimum Size Color Application Greyscale Background Colors Background Images Incorrect usage Typographic System Brand Identity Package Letterhead Envelope Business card Touchpoints Credits
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BRAND IDENTITY PURPOSE The purpose of this manual is to help our company establish and maintain our standards, and build a respectable reputation. Abiding by these guidelines will enable us to create a distinct and recognizable appearance, and allow us to be memorable to our audience. Questions? blush@corporate.com
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MISSION, VISION & VALUES Our mission is to provide young college women the chance to express themselves through style with our comfy clothing and unique accessories. Our products allow for studying comfortably while staying fashion forward. Our vision is to continue inspire young women to express themselves through personal style, not only as a college student, but for the rest of their lives. Our values allow us to be a go-to brand for young college women everywhere. We value the importance of being able to express individual style through comfortable, campus friendly clothing, accessories, and dorm room decor.
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LOGO & LOGO APPLICATION Our company should maintain a unifed, recognizable, and cohesive identity. In order to do so, the Blush logo, brandmark, and workmark are only to be used in specific ways that are set by the company. The following pages demonstrate how to both correctly and incorrectly use the brand identity as a whole, and in its separate parts.
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BRANDMARK The Blush brandmark must consistently remain visible, appropriately sized, and used with the correct colors. The brandmark is made up of three parts, and can either be used together as a whole, or separately: the symbol, the logotype, and the tagline.
Symbol
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Logotype
BLUSH CAMPUS COMFORT Tagline
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LOCK UP OPTIONS To allow for a wide array of usage, the Blush brandmark can be separated into three different parts: the symbol, the logotype, or the symbol with the logotype (with or without the tagline.) When the symbol is being used alone, the tagline should never appear with it.
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BLUSH
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CLEARSPACE In order to keep the brandmark from being too close to text and other design elements, an effective clearspace must be established. Clearspace establishes the minimum amount of space necessary to keep the brandmark from being too crowded. The more space, the better.
X
X
1/3X
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B
B
=X
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MINIMUM SIZE Brandmarks require careful sizing in order to remain clear, legible, and recognizable. The minimum size for the Blush brandmark must be taken into consideration at all times in order to sustain legibility.
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.3”
.3”
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.5”
BLUSH
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COLOR APPLICATION The primary colors for the Blush brand identity are pink and grey. The secondary color is white.
R: 241 G: 173 B: 199 C: 1 M: 39 Y: 3 K: 0 PMS: 1895 U HEX: F1ADC7
R: 145 G: 149 B: 156 C: 46 M: 36 Y: 32 K: 1 PMS: 429 U HEX: 91959C
R: 255 G: 255 B: 255 C: 0 M: 0 Y: 0 K: 0 PMS: White HEX: FFFFFF
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COLOR APPLICATION: greyscale When necessary, the logo may need to be produced in greyscale. When this occurs, use these specific greyscale options.
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B R: 145 G: 149 B: 156 C: 46 M: 36 Y: 32 K: 1 PMS: 429 U HEX: 91959C
R: 0 G: 0 B: 0 C: 0 M: 0 Y: 0 K: 100 PMS: Black HEX: 000000
R: 255 G: 255 B: 255 C: 0 M: 0 Y: 0 K: 0 PMS: White HEX: FFFFFF
BLUSH
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BACKGROUND COLORS The solid white Blush brandmark may be placed on either of these background colors to allow for versitility.
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BACKGROUND IMAGES When using a background image, only the white Blush brandmark may be used. If the image distracts from the brandmark, that image may not be used. The most successful background images do not have a busy composition, and have darker values overall. The symbol, the logotype, and the logotype with the tagline all work well with successful background images.
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INCORRECT USAGE The following examples demonstrate inncorrect usage of the brandmark, and should be avoided at all times.
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Do not add effects to logo.
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B B LU S H Do not strech logo.
H S U
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blush
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Do not tilt logo.
Do not change the color of logo.
Do not alter any typeface selections.
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INCORRECT USAGE: continued
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Do not place logo over a face, or an image with poor quality.
Do not reduce opacity of logo.
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TYPOGRAPHIC SYSTEM The Blush brandmark uses two type families: Varsity, and Univers. Logo & Logotype:
VARSITY REGULAR Headers (Always Majuscules):
UNIVERS CONDENSED Body Copy:
Univers Light 14
BRAND IDENTITY The brand identity package creates a recognizable and memorable experiece for customers and employees. The brand identity should reflect the overall feel of the company: youthful, collegiate, and feminine.
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1”
LETTERHEAD 1”
Document Size: 8.5” x 11” Paper Type: Epson Ultra Premium Presentation Matte Bright White 24 lb. Body Typeface: Univers Light 10 pt. 53% Black
1.5”
Footer Typeface: Univers Condensed 10 pt. All Majuscules 53% Black
1”
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ENVELOPE 2.5”
Document Size: 9.5” x 4.125”
1.5”
Paper Type: LCI Matte Smooth Radiant White 70 lb. Send Address Typeface: Univers Light 10 pt. 53% Black Return Address Typeface: Univers Condensed 10 pt. All Majuscules 100% White Back Square Flap : 100% white on PMS 1895 U
.5”
.5”
3.5”
2.5”
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BUSINESS CARD .3”
Document Size: 3.5” x 2” Paper Type: Epson Ultra Premium Presentation Matte Bright White 100 lb. Front: Univers Light 10 pt. 53% Black Back: Logotype with tagline 100% white on PMS 1895 U
.3”
.5”
.7”
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TOUCHPOINTS The Blush brandmark should be displayed, presented, and worn with pride. The brand identity ties all of Blush’s merchandise together, and each product will represent the brand in its own unique way.
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CREDITS www.vspink.com www.graphicriver.com www.graphicburger.com www.behance.net www.mockupworld.com www.365webresources.com www.visionwidget.com
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