Kismet Letterpress Brandguidelines

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about KISMET Press Release September 15, 2011–Salem, CT– The only sounds coming from the cast-iron press at Kismet Letterpress is a gentle whirring from the spinning fly wheel and a swishing of the rollers gliding over the ink plate. As quickly as the press slams shut creating a print, local artist Dyan Gulovsen pulls the impression and deftly places a new piece of paper in the press seconds before it closes again. This century’s old technique of letterpress printing is making a comeback is Salem, Connecticut. The print that comes off the press, a wedding invitation, is deeply impressed into thick cotton paper, creating a vintage look. But the best part is how it feels to the touch as you run your fingers over the impression. Kismet Letterpress is a complete graphic design and letterpress studio specializing in custom invitations for weddings and events, as well as note cards, personalized stationery, greeting cards and business cards. At this time Kismet Letterpress is run out of Dyan’s home at 123 Music Vale Road and can be reached at 860.639.6598. Visit them on the web at www.kismetletterpress.com or on facebook or email them at dyan@kismetletterpress.com.

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table of CONTENTS K i s m e t L e t terpress

Our Wheelhouse

4

Brand Essence

5

Our Brand

6

Our Brand Mark

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Logotype Clearance

8

Logotype Lock-Ups

9

Brand Components Palette and Pantone Colors Solo Colors Typefaces Logotype Uses and Misuses

10 11 12 13

Our Correspondence

14-23

Our Web Presence

24-31

Our Applications

32-33

Our Own Place

34-35

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our WHEELHOUSE F a t e , D e s t i n y , Kismet CRAFT At Kismet Letterpress, our mission is simple; we print beautiful works of art for all occasions from big to small. Our vision is to bring back a style of printing that has all but vanished, pushed aside by faster generic forms of offset and digital presses. So why bother to do this when it involves so much more labor. Simple, we believe letterpress elegance and beauty is unrivaled. It takes patience, love and master craftsmanship to create each and every single deeply impressed print. Above all, it is our passion for the craft and our commitment to our customer that separates us from the indistinguishable mass of printers. CUSTOMER At Kismet Letterpress we keep the customers vision at the forefront. It is our goal is to make their life’s special event extraordinary, from weddings, bar mitzvahs and baby announcements to personalized stationery and greeting cards. The way we do this is by keeping it personal, listening to the customer and making their vision a printed reality. COMMITMENT We at Kismet Letterpress are committed to sustainability and are as eco-friendly as a print shop can be. Our press is people powered and the paper we print on is 100% tree-free made of recycled cotton from tee shirts. We use only vegetable-oil based and low-Volatile Organic Compound (VOC) inks, and low-VOC and citrus-based solvents. Recently, we have partnered with a local Starbucks to reuse their packaging material to make our boxes.

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our BRAND ESSENCE L i v e W h a t Y ou Love “It is our mission to enjoy as much of life as possible and to love what you do. It is the way life should be lived.�

Our brand essence is the visual and verbal elements that represent Kismet Letterpress. They include the name, logo, and other identification devices such as color, type, format and graphic usage. When used consistently these elements create a cohesive visual identity for Kismet Letterpress. The role of this guideline is to provide our audience with the most effective way to recognize and remember us.

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our BRAND A L a s t i n g I m p ression Our brand essence is the visual and verbal elements that represent Kismet Letterpress. They include the name, logo, and other identification devices such as color, type, format and graphic usage. When used consistently these elements create a cohesive visual identity for Kismet Letterpress. The role of this guideline is to provide our audience with the most effective way to recognize and remember us.

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our BRAND MARK M y s t i c a l F l air Kismet Letterpress logo consists of two elements, the symbol and the logotype.

symbol

Symbol

Our mark is a green wave. It has more meaning than a simple association with coastal Connecticut. Kismet means destiny or fate and the main reason we are a company today. For this reason it is important that a mystical feel be present in the symbol. It is also important that the color be green. Green not only represents eco-friendly which our print studio is proud to be, but it also has a freshness, a spring like feeling of rebirth and renewal, a revival of the craft of letterpress. The mark may be used as a separate element.

Logotype

Our word mark is made up of a hand drawn font with the sans serif typeface Nuetra Display. The hand drawn font is an important element and stresses the importance of typography in the art of letterpress. It has a whimsical artsy feel that reflects the attitude of our print shop and design studio. The brown was chosen for its earthy qualities and compliments the olive green.

logotype

letterpress

The logotype has been custom-drawn and must not be recreated. Do not attempt to set type. Do not attempt to change the weight of the letterforms.

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logotype CLEARANCE Minimum Size A minimum of .25" indicates how close the signature should be used in proximity to other objects. This measurement compensates for enlargements and reductions, while maintaining the optimal margins. The minimum reduction is .75" for vertical stack and 1.5"for horizontal stack. .25"

letterpress

.75"

.25"

.25"

letterpress 1.5"

.25" .25"

.25"

.25"

.25"

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logotype LOCK-UPS

symbol

R u l e s & L i b e rties The following are two the approved lock-ups for the Kismet Letterpress logotype.

logotype

letterpress

The vertical stack is our primary logotype and should be used in all but extreme circumstances. The horizontal stack may be used only in extreme circumstances where the vertical measure is less than 1/2 an inch or will not allow for a vertical stack.

symbol

logotype

There are times when branding is defining and times when branding is confining. At Kismet we are about creativity, designing and printing. We hate feeling boxed in so we allow liberties to be taken with our symbol. It may be used as a separate element away from the logotype.

logotype

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brand COMPONENTS Logo Palette The following is the approved Kismet Letterpress primary color palette. These colors should be used in everything but extreme situations where the colors do not show up against the background colors. Green and brown are the colors used in this two color logo. We print letterpress which uses only colors from the solid pantone book. Since spot colors are more true and can be printed on any press we would convert to CMYK and RGB only for purposes of web.

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P a n t o n e C o l ors

Logoty pe Solo Colors

letterpress

letterpress pantone 462u pantone rub. red 21.3 pantone pro. blue 10.6 pantone yellow 48.1 pantone black 20.0 c50 m58 y100 k45 pantone 383u pantone yellow 90.9 pantone pro. blue 6.1 pantone black 3.0 c29.47 m9.5 y91.5 k3.0

letterpress

Logotype Knock-Outs

letterpress

Logotype Black & White

letterpress

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brand COMPONENTS L o g o T y p e f a ces The primary typeface for Kismet is a hand drawn script font that is meant to look like hand writing. The word letterpress is the typeface Neutra Display. Both typefaces are meant to have a contemporary feel. The script font blends well with the sans serif font.

Hand Drawn Font

letterpress

Neutra Display Neutra Display

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ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789


L o g o t y p e U s es and Misuses

letterpres s

letterpress

Do not attempt to change the specified pantone colors except to black, and white.

letterpress

Do not use backgrounds with insufficient contrast or busy patterns.

Do not attempt to change the specified pantone colors except to black, and white.

Do not attempt to change the proportions of the logo.

letterpres s

letterpr ess

Do not attempt to change the weight of the letterforms or set type.

Logo mark may be used separately from logotype.

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Flexibility We are letterpress printers we love to print, we love all things inky, luxurious papers and corner rounding. We have designed our business cards and correspondence around all natural papers. Which means we don’t just print on white 100% cotton paper, but on chipboard and textured papers. It all depends on our mood. Although our logotype is green and brown. There are times when we print on nonwhite papers like chipboard. We do this for several reasons, first of all it is recycled material and it has weathered look. There are times when branding is defining and times when branding is confining. We are not too loose but be do not believe in absolute boundaries. There are definite do’s and don’ts with the usage of the logotype but we take liberties as well.

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our CORRESPONDENCE B u s i n e s s C a r ds size: 2" x 3.5" corners: 3/8" rounded color: 472u, 383u paper: 220lb crane lettra pearl white edging: 383u

DYA N

GULOVSEN

L E T T E R P R E S S 123 MUSIC VALE RD 860.639.6598 S T A T I O N E R Y SALEM, CT 06420 dyan@kismetletterpress.com kismetletterpress.com

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our CORRESPONDENCE Letterhead Kismet is a letterpress shop, we print all of our letterhead and envelopes in house. There are things letterpress is good at and things it isn’t. We design specifically with this in mind so that we get the best possible results. With our letterhead the large logo would be printed in a transparent olive tone so that is not much more than a blind impression and the address and copy in brown.

Envelopes

We prefer all natural recycled materials for our envelopes that don’t get dirty in the mail. Brown bag paper made by Kraft or Greengrocer is the preferred envelope paper. The blend of the Crane Lettra white with the Kraft brown is pleasing and stays with our overall natural look and feel. At Kismet we utilize pre-made envelopes which means the letterpress debossment will show through on the backside. Kismet prints return addresses on the flap only horizontal logotype lock-up. This prevents sticking of the flap to the envelope or see through. Because envelopes are difficult to print on Kismet only prints one color depending on the color of the envelope either 462u or 368u.

Copy

Copy should be written in 11 pt. Neutra Display with 15 pt. leading. Paragraphs should not be indented. Margins should line up with letterpress. .

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LETTERHEAD size: 8.5" x 11" ink: 383u + 80% transparent white, 472u paper: 80lb text crane lettra pearl white ENVELOPES size: #10 legal ink: 383u paper: greengrocer brown bag

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our CORRESPONDENCE E - S t a t e m e n ts For economical and environmental purposes Kismet Letterpress tries not to print out invoices. Kismet sends out all invoices via email in .pdf format.

Invoice Kismet Letterpress

June 1, 2012

Letterpress Printing & Design

132

To:

Address:

Customer PO

Quantity 125

Job

Job

Payment Terms

#

COD

Description 4x6 save the date on chipboard

Line Total $

250.00

$

250.00

$

250.00

Received Signature:___________________________________________________Date:______________ Make all checks payable to Dyan Gulovsen

Thank you for your business! 123 Music Vale, Salem, CT 06420 860.639.6598 dyan@kismetletterpress.com

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our CORRESPONDENCE P r o m o t i o n a l Mailer Mailer Specs jacket size: 10.5” x 5.25” flat 5.25” x 5.25” folded paper: Crane Lettra 110lb color: pearl fold: shutter fold

left panel card size: 2.375” x 2.735” paper: Crane Lettra 110lb color: pearl ink: 462u, 382u adhesive: atg tape

center backing size: 5.125” x 5.125 paper: Bazill 120lb color: parakeet adhesive: atg tape

belly band size: 1.25” x 11’ paper: Bazill 120lb color: parakeet ink: blind adhesive: atg tape

center card size: 4.875” x 4.875” paper: Crane Lettra 110lb color: pearl ink: 462u, 382u adhesive: atg tape

envelope size: 5.25” x 5.25” paper: Crane Lettra 110lb marquis color: pearl ink: 462u, 382u

left panel backing size: 2.625” x 2.625” paper: Bazill 120lb color: parakeet adhesive: atg tape

123 Music Vale Rd

Salem, CT 06420

Crane Lettra square envelope

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10.5” 2.675”

5.125”

2.675”

5”

2.675”

letterpress

Crane Lettra green backing

business card holder business card

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our CORRESPONDENCE P r o m o t i o n a l Mailer Kismet Letterpress sends out a promotional mailer to prospective clients. This mailer serves two purposes. It promotes the company image and shows the quality and beauty of letterpress and custom designs offered. The mailer utilizes Kismet brand and color scheme, but does so in a way that has a wedding look and feel. Kismet’s biggest business comes from wedding stationery so it important to target this audience. This is the reason for very white and lacy feel. Kismet prints mainly on cotton papers which are too delicate to send through the mail without an envelope. Envelopes are also used exclusively to send out wedding invitations, so it another reason to showcase them. This promotional mailer features as many possible letterpress techniques that Kismet can fit in one mailer. It features a two color job which is what most brides and clients choose. It showcases the deep impression letterpress makes as well as blind impressions that can be found in the belly band. It also features a custom made jacket, backings, paper variety, belly bands and tags. Inside the jacket Kismet utilizes the space to explain what they do with a variety of scripts and serif typefaces. Kismet’s business card is located on the right side panel in a hand-made pocket. Kismet is aware of postage pricing, weights, sizes and flexibility of parcels and makes sure to stay within the .45 stamp rate and 3oz. limit in weight.

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our WEB PRESENCE W e bs i t e Our website, kismetletterpress.com is our gateway to meeting people that want to browse at their own leisure. It has galleries of our wedding stationery, note cards, holiday cards and business cards. It also has a break down of pricing and email. The look and feel reflects Kismet’s commitment to branding and the concept of keeping it simple and clean. Make the website very easy to navigate with one click shopping. FAVICON Our favicon is our wave mark without the typeface.

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kisme t l e t t e r p r e s s . c om

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our WEB PRESENCE S o c i a l N e t w orking Kismet Letterpresss’ social networking presence is located on Facebook, Twitter, Linkedin, Etsy and Flickr as well as their own blog. On Facebook blogs not only go out to FB friends but onto Twitter and the company website.

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http://www.facebook.com/pages/Kismet-Letterpress/207722655926210

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our WEB PRESENCE Blog Kismet Letterpress has three forms of blogging on the web. They have a blog on the company website as well as on Facebook and Twitter. Facebook is the preferred blogging method as the blogs, updates and responses go out to both Twitter and kismetletterpress.com. https://twitter.com/#!/KismetLP kismetlettperpress.com “I wash up my press with the tears I weep when printing. There is nothing better than fighting a 100 year old press while sobbing “Why, oh why, did I ever want to be a printer.” If I’m lucky there will also be a soul crushing deadline. Fear not though, I also watch what fluids I intake so my tears are more environmentally friendly.” - May 2, 2012 Kismet Letterpress- via

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our WEB PRESENCE Video You Tube Kismet Letterpress has placed a series of letterpress videos on YouTube. Kismet utilizes this forum to show instructional videos and introduce the client to the unique hand-crafted art of printing on cast iron presses. Kismet will continue with their presence from time to time adding to their video library. Flickr & Etsy Kismet Letterpress is a registered user on both Flickr and Etsy.

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http://www.youtube.com/watch?v=X4EgxspHJuU&feature =youtube

https://www.etsy.com/people/kismetletterpress?ref=si_pr

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our APPLICATIONS Apparel The following is an example of how to properly apply the Kismet logo to shirts and aprons. Left chest vertical logo for tee-shirts and centered vertical logo for aprons. The color of the clothing will determine the color of the logo. As per specs, there should be adequate space around the logo and care should be taken not to apply logo to patterned materials. In most cases the primary vertical logo is the preferred logo to use unless the space otherwise determines that it the horizotal logo be used. It should be noted that Kismet Letterpress is open with the use of their logo and would consider using the mark alone. Vehicle This is the restored 1953 Chevy Truck that Kismet Letterpress uses on occasion. It is outfitted with a clear cling on logo on the passenger and driver door.

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letterpress


letterpress

letterpress

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our OWN PLACE S h o p , S t u d i o , Gallery A Shop open to the people! This is the ultimate goal for Kismet Letterpress. Kismet is not looking to open a stationery shop, it has much higher aspirations. Our goal is to create a Community for letterpress. A place where people can learn letterpress, design art, showcase their pieces in the gallery and just come together and enjoy the art of printmaking. Sources of inspiration,‘The Arm� in Brooklyn NY and the AS220 in Prividence RI. Kismet Letterpress would like to bring letterpress to Connecticut.

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