SEVEN SPICE BRAND GUIDELINES 2017
WELCOME TO THE SEVEN SPICE BRAND GUIDELINES
This document contains all you need to know about how the Seven Spice brand should be used on product packaging, marketing support and point of sale ensuring it remains consistent throughout. Using our brand correctly is extremely important to us and so we ask that the guide is always referred and adhered to. We hope you enjoy getting to know our brand better.
WHAT IS IN A BRAND Brands are more than physical products or individual services and they are most certainly more than a logo or a tagline. A brand is the sum of tangible and intangible characteristics that make a product or service (and the company behind it) unique. It’s the relationship a company has with its employees, customers and partners. It’s the image the company projects and which the audience perceives.
WHY WE BRAND We brand first and foremost because we want our customers, employees, suppliers and any other person who has a relationship with our company to have a better sense of what our company does, what we believe in and our value to that individual – in other words, our focus, our character and our relevance.
CONSISTENCY IN BRANDING Consistent presentation of a project through all communication activities is crucial to creating a remarkable brand experience and building brand equity. Each time a customer or prospect interacts with a brand, the experience should be familiar and comfortable (but by no means ordinary). It should be like visiting a good friend: the topics of conversation will vary from visit to visit, but your friend’s manner, his attitudes, and his character will stay the same.
THE PRIMARY LOGO (WORDMARK) The Wordmark is the most visible element of our identity– a universal signature across all Seven Spice communications. It’s a guarantee of honesty, quality and value in everything we do. The visual relationship between each element comprising the Wordmark is fixed. Each font and typeface in the Wordmark has been specifically modified and typeset. Size, weights, letterspacing are all part of the logo and visual identifier. This identifier must not be redrawn,reproportioned or modified in any way.
BLACK POSITIVE WORDMARK
W H I T E N E G AT I V E W O R D M A R K
RED POSITIVE WORDMARK
W H I T E N E G AT I V E W O R D M A R K
THE SECONDARY LOGO (SEAL) The primary identifier of Seven Spice is the wordmark, not the unofficial seal. The Seal is used supplementary to the Wordmark, never replacing the Wordmark. The Seal is primarily used on packaging, clothing, hats and other promotional items. This identifier must not be redrawn,reproportioned or modified in any way.
BLACK POSITIVE SEAL
W H I T E N E G AT I V E S E A L
RED POSITIVE SEAL
W H I T E N E G AT I V E S E A L
THE SECONDARY LOGO (CREST) The primary identifier of Seven Spice is the Wordmark, not the unofficial Crest. The Crest is used supplementary to the Wordmark, never replacing the Wordmark. The Crest is primarily used on packaging, clothing, hats and other promotional items. This identifier must not be redrawn,re-proportioned or modified in any way.
BLACK POSITIVE CREST
W H I T E N E G AT I V E C R E S T
RED POSITIVE CREST
W H I T E N E G AT I V E C R E S T
COLOUR AND THE SEVEN SPICE BRAND Colour is the predominate element of identification and association with a brand.
Black is associated with power, elegance and formality. Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color (black tie, black Mercedes). Black gives the feeling of perspective and depth, but a black background diminishes readability. A black suit or dress can make you look thinner. When designing for a gallery of art or photography, you can use a
It enables us to instantly recognize and draw
black or gray background to make the other colors stand out. Black contrasts well with bright colors. Combined with red or orange – other very powerful colors – black gives a very aggressive color scheme.
emotional associations to a brand. Color is far more than a simple aesthetic consideration in the tool kit of components that make up brand identity and experience. Color is the very first perception customers will have with your brand, and along with perception comes a whole host of emotional associations. The color of your brand is an essential character in your brand’s story. When choosing a color to represent your brand, you must think far beyond your personal and subjective preferences.
Red is associated with energy, strength, power, determination as well as passion, desire, and love. Red is a very emotionally intense color. It enhances human metabolism and increases respiration rate. It has very high visibility, which is why stop signs, stoplights, and fire equipment are usually painted red. Red brings text and images to the foreground. Use it as an accent color to stimulate people to make quick decisions; it is a perfect color for ‘Buy Now’ or ‘Click Here’ buttons on Internet banners and websites. This color is also commonly associated with energy, so you can use it when promoting energy drinks, games, cars, items related to sports and high physical activity.
RGB 39-37-31 HEX/HTML 27251F CMYK 0-0-0-100
RGB 249-66-58 HEX/HTML F9423A CMYK 0-83-80-0
TYPOGRAPHY AND THE SEVEN SPICE BRAND Typography like the other brand elements can evoke particular feelings or reactions with the consumer. Typography is often over looked but it is vital element of any brand. Your customer’s attention is diminishing in an ‘instant’, digital world and it is more important than ever to communicate your brand and its characteristics swiftly and successfully.
CHALET COMPRIME COLOGNE EIGHTY
ABCDEFGHIJK 0123456789
TYPOGRAPHY SAMPLE #1
LIFE IS TOO SHORT FOR BLAND AND BORING Adhuiti ingulic ivaterei tin teatque probuli casdac firis forum qui pessentidem terfenihil haet viverfe ribus. At viritam faucivatis vilinatil tum sesses sulto
ypographers and designers alike will appreciate Comprime’s T compact yet uncompromising forms and its alternate character sets. From the clean to the capricious, Chalet Comprime is an elegant typographical solution that will stand up to the aesthetic demands faced by today’s competitive retail industry. Reserve this font for headlines and short callouts.
vivasterbi senterces visdeo,ca; hos tatiam in Etrei te consum nemquitatus, es hor hoctuidemus? An se atiamdines vil utelibut furberra vividemora? Tius essilib usperum omner hucomne ommoendam tendentes vit det rent. Quod catquiu rnitus sus consimisque patifec movive, ublibut publis obus. Publiconsus culinat, ne ades eris sit videssulis, nunt, di condam te, st intis signati tebatqu. Resto cus sunt endus, volorum quo int pla solupta ssitionseces nam eos autemoditium faccatiis dolum qui aut as est quos vent aut odi berrum de dellaceribus consequatem vellabo. Ugitiossus doluptis asit debit, volorep taspit liqui santio. Nam sumquam etur, voluptat quodis etus.Vit, optaspi ditio. Eliquias ilis sequiat aut volorum, ut ut ent ilitassed et milland ignatibusam re nis acestiur am, solorum quibus essin nullace rumque consed quam se dunt aliquam nam audit que qui ut ut quam, offici ommolupti rempore nectae volupis esci dipidest.
UTOPIA
abcdefghijk ABCDEFGHIJK 0123456789
TYPOGRAPHY SAMPLE #2
Life Is Too Short For Bland And Boring Adhuiti ingulic ivaterei tin teatque probuli casdac firis forum qui pessentidem terfenihil haet viverfe ribus. At viritam faucivatis vilinatil tum sesses sulto vivasterbi senterces visdeo,ca; hos tatiam in Etrei te consum nemquitatus, es hor
Utopia has four weights, plus a titling font and an Expert Collection, all of which combine to make a flexible family of types that is excellent for a range of applications from corporate communications and advertising to book and newspaper publishing. This font is best suited for heavy amounts of copy (body copy) and paragraph subheadlines.
hoctuidemus? An se atiamdines vil utelibut furberra vividemora? Tius essilib usperum omner hucomne ommoendam tendentes vit det rent. Quod catquiu rnitus sus consimisque patifec movive, ublibut publis obus. Publiconsus culinat, ne ades eris sit videssulis, nunt, di condam te, st intis signati tebatqu.
Only Certified Organic Ingredients Adhuiti ingulic ivaterei tin teatque probuli casdac firis forum qui pessentidem terfenihil haet viverfe ribus. At viritam faucivatis vilinatil tum sesses sulto vivasterbi senterces visdeo,ca; hos tatiam in Etrei te consum nemquitatus, es hor hoctuidemus? An se atiamdines vil utelibut furberra vividemora? Tius essilib usperum omner hucomne ommoendam tendentes vit det rent. Quod catquiu rnitus sus consimisque patifec movive, ublibut publis obus. Publiconsus culinat, ne ades eris sit videssulis, nunt, di condam te, st intis signati tebatqu.
MILLESIME
abcdefghijk ABCDEFGHIJK 0123456789 Inspired by printed texts from 18th century France, Millesime has a gritty grainy texture that adds a natural and sentimental feel to this stylish rusty style font. This playful font is reserved to be used as the first person voice of Seven Spice primarily in advertising and marketing collateral as a design element itself. They have the most distinctive designs of all fonts. They usually have very specific characteristics and voice.
TYPOGRAPHY SAMPLE #3
All of our ingredients are certified organic with no added MSG. It’s perfectly balanced with just the right amount of flavour and spice. Adhuiti ingulic ivaterei tin teatque probuli casdac firis forum qui pessentidem terfenihil haet viverfe ribus. At viritam faucivatis vilinatil tum sesses sulto vivasterbi senterces visdeo,ca; hos tatiam in Etrei te consum nemquitatus, es hor hoctuidemus? An se atiamdines vil utelibut furberra vividemora? Tius essilib usperum omner hucomne ommoendam tendentes vit det rent. Quod catquiu rnitus sus consimisque patifec movive, ublibut publis obus. Publiconsus culinat, ne ades eris sit videssulis, nunt, di condam te, st intis signati tebatqu.
THE LOCK-UP Essential information about Seven Spice’s natural approach to it’s recipe and it’s relationship between these design elements and typography is called the lock-up. It provides the means for consistent presentation across all media. The lock-up is a fixed relationship that should not change.
GREAT BRANDS NEED GREAT CREATIVE The effectiveness of an organization’s brandbuilding efforts is a direct function of two marketing factors: frequency and impact. A brand can become top of mind only if it repeatedly bombards a prospect’s consciousness with impactful, relevant, memorable messages. A strong brand leaves a deep and lasting imprint on the consumer’s psyche. The key is a sustained campaign that employs intelligent, strategybased creative, messaging and visuals.
R E TA I L P O S T E R D E S I G N
R E TA I L P O S T E R D E S I G N
R E TA I L P O P- U P D I S P L AY S
R E TA I L P O P- U P D I S P L AY S
T- S H I R T D E S I G N
SHIPPING BOX DESIGN
JAR FRONT DESIGN
JAR BACK DESIGN
J A R TA G F R O N T D E S I G N
J A R TA G B A C K D E S I G N
M I N I PA C K E T F R O N T D E S I G N
M I N I PA C K E T B A C K D E S I G N
KITCHEN APRON DESIGN
BUSINESS CARD DESIGN
REUSABLE BAG DESIGN
The information in this document is made available for professional production and all rules must be followed. Do not use the logos in any other way for any reason what so ever. All designs and copy must be approved by the Seven Spice marketing department. This includes packaging, POS, advertising, PR and any other communications associated with the brand. If there are questions or concerns contact the Seven Spice marketing department at marketing@SevenSpice.ca