October 2017
F A I T H
F L O Brand Guidelines
R A L
Faith Floral 2017. ALL RIGHTS RESERVED. Faith Floral Team 122 Bencoolen Street Singapore
E D I T O R S’ NOTE. They have no mouth, but seem to speak. A thousand words so mild and meek. I’m thinking that it might actually be possible for things to work out sometimes. Definitely not everything and maybe not the way you imagined. But sometimes, when you least expected it, life surprises you.” The language of flowers called floriography is a means of communications through the use of arrangement flowers. By putting our team’s expertise, creativity and experiences, Love Fiore which also designed to name as Faith Floral, the first concept outlet in Singapore offers in-house designer to put floral art together into theme.
ONE STOP OUTLET .
TA BL E OF CONTENTS . 1.0
THE PREFACE
1.1
About Us
1.2
Our Services
1.3
Brand Positioning
1.4
Audience Profiling
2.0
TURNING THE PAGE 2.1
Primary Logo
2.2
Secondary Logo
2.3
Logo Integrities
2.4
Logo Unaccpetable Use
3.0
PAINTING A PICTURE
3.1
Primary Colors
3.2
Secondary Colors
3.3
Logo Color Grenes
3.4
Logo and Backgrounds
4.0 INK AND PAPER 4.1
Typography
4.2
Imagery
5.0 MORE THAN JUST BOOKS 5.1
Business System
5.2
Website
5.3
Industry
1.0
THE PREFACE Company Overview
The Preface
1.0
The Company
WE
are a one-stop outlet that provides various floral conceptual service that you need. Together with our team’s expertise, creativity and experiences, Love Fiore Concept Shop which also designed to name as Faith Floral is probably the first concept outlet in Singapore that blends in-house designer’s footwear and floral art together with the theme “Walking In The Garden”. Some unique concept productare Shofiore gifts, flower-themed shoes accessories, customized & hand-made shoes and so on.
ABOUT FAITH FLORAL
1.1
1.0
The Company
WE
provide almost all rounded florist services that you can seek for in Faith Floral. We have multiple services such as, Gifts & Hampers, Fresh Cut Flowers, Flower Bouquet & Arrangements, Floral Display Decoration & Arrangement, Corporate Event & Wedding Planning Decoration & lastly In-house Experienced Designer’s Shoes.
OUR SERVICES
1.2
1.0
The Company
WE
offer more than just serivces as a typical florist. We offer, create and care for our customers. We work together and come up with unqiue conceptual that fits your ideal theme. Faith Floral craft thoughtfully, with each floral work meant to be statement pieces to celebrate the beautiful connection between us and you.
OUR BRAND POSITIONING
1.3
1.0
The Company
WE
value our customer to our very own just like how best friend plans and be part of your lifetime memorable experience. We don’t define our target audience in any age, but to do the best to whoever that came to us.
AUDIENCE PROFILING
1.4
2.0
The New Faith Floral
TURNING THE PAGE The New Faith Floral
2.0
The New Faith Floral
PRIMARY LOGO Say hello to the new Faith Floral! Modern, simple yet full of feminine, the logo speak the fact that while we may be keeping up with the times, we’re not missing out standards and values. With a light, airiness to it’s letters and elements, the logo invities our audiences to spend their experiences and build the connections with us. The emphasis of the logo is the ampersand. With the combinations of the initial of Faith Floral - letter F, it’s represent us as a short symbolism. Together with the elements built, it potrays out the core values of our identity and our culture towards our customers. This is the main logo that will be used across primary brand applications. This trade mark helps audiences easily identify Faith Floral’s store front, web presences and other materials and enhances the professionalism of the brand.
2.1
A.
B.
Ff
C.
F f
F f D.
E.
F f
F f
A.
B.
C.
D.
2.0
The New Faith Floral
SECONDARY LOGO Just as the logo itself suggests our core value and culture that we would have, we want our logo to be also an identity itself that symbolise us even without our initials. While the primary logo should be used whenever possible, we understand that some senarios will arise that are just not compatible with it. Therefore, we offer these these versions of the logo as secondary marks. This secondary logo can be also used as a graphic element.
2.2
2.0
The New Faith Floral
LOGO INTEGRITY A logo is the embodiment and a visual cornerstone of the brand where it is visually expressed through the logo. It is a brand that simply summed up in one tiny, neat little package. Therefore, the logo must at all times be prefectly legible and without obstructions. For this, the logo is hence designed to maintain a minumum area of breathing room that contain negative spaces. With this, it create the logo image to be of minimalistics and simplicity. These pages outline the specific hangline of, both the circular and curve elements, shape outline, which the logo varies. This rules must be maintained as it best suits to design this logo. Also, be sure to notice the minimum sizes outlined in this section.
2.3
30mm
30mm
F f 30mm
30mm
2.0
The New Faith Floral
LOGO UNACCPETABLE USE A logo is very important as much time and effort has been spent into carefully crafting it to be a prefect embodiment to our brand. Therefore, we seek users to respect the thought and craftmanship that has gone into the craftmanship of the logo by setting some of the rules of keeping it pure to original through this guide book. The following are merely some examples of practices that would violate the logo of Faith Floral brand.
A. Do not use the logo in any ways of format that is able to be a nickname.
B. Do not at any time angle the logo. It should always be on a 0 degree angle.
C. Do not in any way alter the proportions of the letters or the ampersand.
D. Do not in any way alter the proportions of the letters or the ampersand.
E. Do not in another way distort the logo in either by the form of stretching, squishing etc.
2.4
A.
B.
Ff
C.
Ff
F
D.
f
E.
F
f
F f
3.0
The Brand Colors
PAINTING A PICTURE The Brand Colors
3.0
The Brand Colors
PRIMARY COLORS One aspect of any brand that is not only most highly visible, but also has a hefty deal of psychological meaning to individuals is color. The Faith Floral colors are as important to us as the logo itself. The primary colors are key indicators of Faith Floral core value and brand positioning. We have then created and decided to focus on just one color for our primary logo. One of the most universal of all symbols, rose quartz is one of the especially attractive aspects with its underlying meaning. While white gold represent friendship and yellow gold means fidelity, rose gold represents love.
PANTONE 17-1518 Old Rose
PANTONE 19-4010 My Soul
3.1
3.0
The Brand Colors
SECONDARY COLORS The secondary colors are used in combination with or separately from the primary colours. Pink beige will be used mostly as of a background as in color physchology it means love, gratitude and appreciation which what Faith Floral would also like to represent. These are meant to add extra depth and interest to the designs on various Faith Floral appliances such as packaging, website, business card and more.
PANTONE 12-1010 Scallop Shell
PANTONE
PANTONE
PANTONE
15-1520 Blooming Dahlia
13-1520 Rose Quartz
15-4702 Puritan Grey
3.2
3.0
The Brand Colors
LOGO COLOR GENRES Color of logo may be crucial, but without proper legibility, it’s nothing! Therefore, we want to make sure that our Faith Floral logo can find a home on any of the surface and for this reason, whether if it’s a primary or secondary logo, in overall, we offer different color genres that includes single color, grey scale or even one color. This genres should only be utilized when using of the full color imaparis the logo’s legibility.
1. Full Color, Single Color PANTONE 17-1518, Old Rose.
2. One color black.
3. Greyscale
3.3
A.
F f B.
F f C.
F f
3.0
The Brand Colors
LOGO AND BACKGROUNDS There’s situation where the color in the marks may not cooperate with a given background or image. The first we tend to use the orignal single color version of the logo in PANTONE 17 1518. Of course, this may not always be ideal. Another situation is such a problem as if the logo is use as a black and white version. This solution can be out to use when the given background is light in color. Of course again, such option should only be used as a last resort. However, when the background is not in a light color but in a dark scheme itself, the logo should be set into full white color, PANTONE 11 0601. This will not only allow the logo to have full visbility, but it will also keep the contrast of a balance. Again, this is only being used as a final resort.
3.4
A.
faith floral
B.
C.
faith floral
faith floral
D.
faith floral
4.0
The Supporting Elements
INK AND PAPER The Supporting Elements
4.0 The Supporting Elements
TYPOGRAPHY The Faith Floral brand utilizes three typeface. The first Florentia Regular is use as an initial of Faith Floral in our primary logo. A regular typeface that are rather simple and well readable. This typeface will be the very main usuage of fonts in almost everywhere in our brand and appliances such as business cards, web applications. It will be used in both as a small and big caps. The second Faith Floral typeface is the Vidaloka Regular Tail of Q that has a distinctive baroque inspired form. This typeface is a Didone display typeface for headlines and short blocks of text. Hence this typeface is mainly used as a heading for Faith Floral branding. Their main features are curlified drops and sloped terminals. It can be used in a large, small scale with it’s upper and lower case. The final typeface that are most unordinary among the three is the Shorelines Script Bold Regular. The curvy tail and scribbleness that the font consist fit the theme branding of Faith Floral which potrays soft, romantic. As this typrface is a little different between the two, it will only be used when needed for the name of Faith Floral in the different appliances. All of these typeface combine to enhance the brand image of Faith Floral of modern, simplicity and romance. They should be combines carefully to maintain the whole concept. 4.1
Primary Sans Serif Font: Florentia Regular
Aa
Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Ss Yy Xx Zz Secondary Font: Vidaloka Regular
Aa
Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp
Aa
Qq Rr Ss Tt Uu Vv Ww Ss Yy Xx Zz Secondary Font: Shorelines Script Bold Regular
Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Ss Yy Xx Zz
4.0 The Supporting Elements
IMAGERY The imagery style of Faith Floral creates a sense of asethetics vibes that filled with feelings that the brand embodies. A brighter atmosphere should be used, with minimal contrast and also minimal style. This imagery should range from asethetics flaylay - combination of lifestyle and flowers, florist arrangement, customer emotions and all other activities that offered in the store. Angles and shots in the brand photography should engage viewers and make them feel the emotions that are in the photos, most importantly. Be sure to be careful and not make the photos feel much of the overwhelm.
4.2
5.0
The Applications
MORE THAN JUST BOOKS The Applications
5.0
The Applications
BUSINESS SYSTEM Business Cards Dimension: 2.0 x 3.5inches
5.1
5.0
The Applications
BUSINESS SYSTEM Greetings Cards & Envelope 5.1
5.0
The Applications
WEBSITE The website embodies the idea of allowing the same experiences that user could have when they are in the store.
5.2
5.0
The Applications
WEBSITE Dimension: 1680 x 1050px 5.2
5.0
The Applications
INDUSTRY Stamp 5.3
The Applications
INDUSTRY 1. Label Tag 2. Reusable Shopping Tote Bag
5.3
5.0
The Applications
INDUSTRY 1. Employee Naming 2. Employee Uniform Apron
5.3
CRAFTED WITH LOVE .
CONTACT I N F O R M AT I O N . For any questions regarding Faith Floral styleguide, do contact the individual listed below. Styleguide Publisher Corliss Neo Jia Mun Designer 8161 3048 corlissneoo@gmail.com
Brand Guardian Love Fiore Concept Shop 91 Bencoolen Street, Sunshine Plaza #01-36 Singapore 189652 65 6338 5633
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Branding & Design lovefiore.com