CONTENTS page 01
Mission Statement
page 02
Color Palette
page 04
Main Logo
page 06
Main Logo Color Variations
page 08
Secondary Logos
page 10
Monograms
page 12
Patterns & Backgrounds
page 14
Typography / Font Styling
page 16
Mockups
OUR MISSION
With a simple goal in mind, it is the mission of Cheri Parker Design to create bags that don’t just stand out — they complement and elevate your personal style. We measure success by the lasting relationships we build with our clientele and our continued support of Companions for Heroes.
About Companions for Heroes Companions for Heroes is a 501(c) nonprofit organization who provides companion animals obtained from shelters and/or rescues, who might otherwise be euthanized, free of charge to active duty military personnel, military veterans, and first-responders recovering from the psychological challenges they suffered during service to our country.
COLOR PALETTE Main Colors TEAL Pantone 625 C C72 M34 Y57 K12 #4D7F71
MINT Pantone 337 C C44 M0 Y33 K0 #8DD4BD
Use Teal and Mint as the main colors in your logo, social media graphics, website banners, etc. White should mainly be used in text on top of Teal or Mint, like the footer example below.
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| B R A N D STYLE GUID E
WHITE C0 M0 Y0 K0 #FFFFFF
Secondary Colors LIME Pantone 367 C C41 M0 Y82 K0 #A2D45E
BLACK C0 M0 Y0 K100 #000000
PUNCH Pantone 2040 C C6 M100 Y46 K0 #E0085D
Lime and Punch should only be used as accent / complementing colors. These colors are vibrant and can be overpowering if used too frequently.
Black should only be used in text such as body copy on print materials and website pages.
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LOGO USAGE Main Logo
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| B R A N D STYLE GUID E
Logo Spacing
height is 25% of ‘c’ width is 100% of ‘cheri.’
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LOGO USAGE Color Variations
Logos should only be shown in one color on brandcolored backgrounds. White can also be added in if an additional color is needed.
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| B R A N D STYLE GUID E
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LOGO USAGE Secondary Logos
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| B R AN D STYLE GUID E
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LOGO USAGE Monograms
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| B RAN D STYLE GUID E
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PATTERNS Pattern Variations
Patterns and backgrounds can be a fun and different way to bring more color into a document, on packaging, website banners, etc.
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| B R AN D STYLE GUID E
Color Block Backgrounds
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FONT STYLING As a general rule, headlines should be the most prominent thing you see on website pages and print collateral. All headlines should have tracking set to 140. Arima Madurai is the typeface used in the headline example to the right. Arima Madurai should be used on websites that are capable of Custom Fonts or Google Fonts. Subheadings should be set in Arima Madurai with tracking set to 140. Subheadings should be 2x smaller than main headlines and 2x larger than body copy. Body or paragraph copy should be set in Work Sans with tracking set to exactly 0.
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| B RAN D STYLE GUID E
Leading should always be at least 2 points more than the font size. In a standard lettersized (or smaller) publication, body copy should be no smaller than 8 points and no larger than 12 points. The point size can be increased on posters and large-format publications. Body copy should be 2x smaller than subheadings and 4x smaller than headlines. Photo captions should be set in Work Sans with the font size being no smaller than 6 points, but no larger than 8 points.
Arima Madurai Font size: 40 pt Tracking: 140
HEADLINE 1
Arima Madurai Font size: 20 pt Tracking: 140
SUBTITLES
Work Sans Font size: 10 pt Leading: 14 pt Tracking: 0
Work Sans Font size: 7 pt Tracking: 20
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Work Sans Regular captions Work Sans Medium captions Work Sans Bold captions
LIFE MOVES QUICKLY SHOW UP IN STYLE
D ESIGN D IRECTI O N BY DA NA GRAY STUDI O