Remedy Brand Standards Manual ART 323 Graphic Design II | Professor Jane Dorn Anderson University, Spring 2013 | ŠKatie Brazell, 2013
BRAND STANDARDS MANUAL
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Identity & Promise Remedy is an “Earth Friendly, Natural Personal Care Company”, established in 1984. The company creates natural, Earth-friendly personal care products, using natural ingredients, including, but not limited to: beeswax, botanical and essential oils, herbs, flowers, and minerals. Remedy Inc. is driven by our committment of providing our customer’s with natural, earthfriendly, tried and true, health and beauty products. Remedy strives to change the scene of beauty care by making a safer, healthier line of natural products.
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Mission | Vision | Values The mission of Remedy Inc. is to provide natural, Earth-friendly personal care products that are formulated to maximize customer’s well being and that of the world around them. The vision of Remedy Inc. is to make certain that all of our products meet the highest standards. We are dedicated to ensuring “The Greater Good”, and their products are carefully crafted using only the ingredients that are the best nature has to offer. The values of Remedy Inc. start with the fact that “what you see is what you get”. To us, the word “natural” means one thing. It means harvested from nature. And that is what we are.
Contents Identity & Promise Mission, Vision, Values Why Brand Standards? Brandmark Signature Clear Space Minimum Size Color-Grayscale Color Logo Standards-Don’t Backgrounds Photography Type Systems Applications Brand Identity Package Digital Touchpoints Touchpoints Credits
3 4 6 7 8-10 11 12 13 14-15 16 17-19 20 21 22-24 25-26 27-30 31-36 37
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Why Brand Standards? This brand standards manual was created to help us work together to build consistent, branded communications that collectively build Remedy’s reputation in the communities we serve. Using these guidelines will enable us to create materials that speak to specific audiences while maintaining one, unified voice. Questions should be directed by email to the Remedy Corporate Office at marketing@remedy.com.
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Brandmark The Remedy logo is the identifying symbol of our corporation. It unifies us across businesses and geographies, and signals to the market who we are and what we stand for. Our Remedy logo stands for our ability to provide the ultimate cure in skin care products, our natural products, and our trustworthiness.
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Signature Lockup Options The logo can be used in many different ways. The pastel, flat color; the bold, flat color; and the overprinted lockup.
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Signature Lockup Options The logo is seldomly used with the tagline attached. Because the logo is so organic and scripted, the sans serif tagline does not fit well within the curves, but does fit to the lower right area beneath the logo.
Nature’s Cure.
Nature’s Cure.
Nature’s Cure.
Nature’s Cure.
Nature’s Cure.
Nature’s Cure.
Nature’s Cure.
Nature’s Cure.
Nature’s Cure.
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Signature Lockup with Tagline If the tagline is used with the logo, it will only be in one spot, the lower right corner.
.15 in
1 in
Nature’s Cure.
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Clear Space The Remedy logo has clear space around it that should be present every time the logo is in use in order to protect from misuse and to retain visibility and integrity of the logo. The clear space can be measured beginning at the highest point on each side of the perimeter of the logo. From this point on each side, there should be a 1/2 inch margin, which is the official clear space.
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1/2 in.
Minimum Size In order to retain visibility of the logo at all times, there is a minimum size requirement of 1/2 inch any time the logo is present.
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Color Palette Grayscale The grayscale version of the Remedy logo.
Black Pantone Black 6 C CMYK= 0/0/0/100 RGB= 35/31/32 Hex= 231f20 Gray Pantone 444 C CMYK= 0/0/0/50 RGB= #151/177/183 Hex= #939598
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Grass Green Pantone DS 265-3 C C=80 M=0 Y=60 K=35 R=0 G=129 B=101 Hex= #008165
Color Palette
Mint Green Pantone DS 271-9 C CMYK= 35/0/25/3 RGB= 159/210/195 Hex= 9fd2c3
Implementation Remedy’s main color scheme contains a green, blue, and orange that represent different aspects of the brand that Remedy is known to be. These traits are growth and rejuvenation, optimism and hope, and energy and good health. There are 3 different colored logos that can be used with the Remedy brand.
Dark Blue-Gray Pantone 3035 C CMYK= 87/56/50/31 RGB= 34/80/91 Hex= #24505b Blue-Gray Pantone 551 C CMYK= 42/21/24/0 RGB= 151/177/183 Hex= 98b1b7
Burnt Orange Pantone 1575 C CMYK= 1/62/94/1 RGB= 218/122/47 Hex= #ee7c2b Yellow-Orange Pantone 1365 C CMYK= 1/35/79/0 RGB= 248/175/78 Hex= # f8af4e
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Color Palette in Use Implementation Here are the final 3 versions of the logotype in full color.
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1.
Logo Standards | DON’T(s) In order to maintain integrity of the Remedy logo, strict guidelines must be in place. 1. Two different logo colors should never be mixed unless they are monochromatic colors overprinted on top of each other. 2. The logo should not be rotated, skewed, stretched, etc. for any reason. 3. The logo should not violate or intrude on the clearspace area.
2.
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Backgrounds Flat colored backgrounds with the full duo-tone lock-up logos printed on top are acceptable only when there is enough contrast provided to clearly read and view the logo. Examples are provided to the right.
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Backgrounds Flat colored backgrounds with flat, one colored logos provide contrast and legibility when paired with contrasting values. For example, a dark blue paired with light orange provides striking contrast and legibility. Examples of approved logo usage are shown to the right.
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Backgrounds | DONT(s) In order to maintain integrity of the Remedy logo, strict guidelines must be in place for the backgrounds used with the logo. Do not: place a stroke around the logotype, use a gradient background.
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Photography The logo is only to be used on photography for promotional items. Since there are three color variations of the logo, most times, the logo will be usable with most photography. Only the flat, one color variations of the logo are for use on photography. For example, if the background of the photo is dark and rich with contrast, do not use the dark green or blue version of the logo, instead use the orange, so that it is visible and does not get lost in the background and become illegible.
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Univers LT Std Univers LT Std 47 Light Condensed
Typography Remedy’s typography consists of two type families. The main typeface of Remedy is Univers LT Std Condensed, which is very versatile and has many weights, and Arial, for corporate body copy only, used specifically for the corporate letterhead and envelopes, mailing labels, etc.
Univers LT Std 47 Light Condensed Oblique Univers LT Std 57 Condensed Univers LT Std 57 Condensed Oblique Univers LT Std 67 Bold Condensed Univers LT Std 67 Bold Condensed Oblique Arial Arial Regular Arial Italic Arial Bold Arial Bold Italic
22 1/2”
1/2”
13/8”
5/8”
15/8”
April 9, 2013 Anna Funderburk 316 Boulevard Anderson, SC 29621
Applications
Dear Ms. Funderburk, Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Letterhead Format: 8.5” x 11” Shown at 65% of original size
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Return address Typeface: Univers Condensed Size: 9.39/11.268 pt Color: CMYK= 87/56/50/31
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
File Identifier: Remedy_letterhead.ai
Thank you,
Katie Brazell
Body Copy: Arial 10/12.3 pt Paper: Strathmore Writing Wove Soft White 24W (19 x 12.5”)
Remedy Inc. | 1.800.849.7112 | P.O Box 3900 | Peoria, IL 61612 | remedy.com | care@remedy.com
1/2” 21/4”
13/8”
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1/2” Katie Brazell
1 5/8 ”
President of Marketing
Remedy, Inc. 1.800.849.7112 P.O. Box 3900 Peoria, IL 61612 www.remedy.com kbrazell@remedy.com
Nature’s Cure.
3/10” 9/20”
Applications Business Cards
9/20”
1/4” Katie Brazell
Format: 3.5” x 2” Contact Information Typeface: Univers Bold Condensed 9/10.8 pt. Univers Condensed Light 8/9.6 pt. Univers Bold Condensed 16/19.2 pt.
1/2”
President of Marketing
Remedy, Inc. 1.800.849.7112 P.O. Box 3900 Peoria, IL 61612 www.remedy.com kbrazell@remedy.com
Nature’s Cure.
1/4” 3/5”
3/5”
File Identifier: Remedy_businesscard.ai Paper: Strathmore Premium Wove Soft White 80 C (19 x 12.5”)
*Note: Business cards are the only instance where the logo will have a duochromatic coloring, instead of staying within the guideline’s of the logo’s monochromatic overprinting.
Katie Brazell
President of Marketing
Remedy, Inc. 1.800.849.7112 P.O. Box 3900 Peoria, IL 61612 www.remedy.com kbrazell@remedy.com
Nature’s Cure.
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Applications
2/5”
Envelope 2/5”
Format: 9.5” x 4.125” Shown at 65% of original size Return address Typeface: Univers Condensed Light Size: 10/11.268 pt Color: CMYK= 87/56/50/31 File Identifier: Remedy_envelope.ai Body Copy: Arial 11/14 pt Paper: Strathmore Soft White
7/8”
Remedy Inc. | P.O Box 3900 | Peoria, IL 61612
2”
Anna Funderburk 316 Boulevard Anderson, SC 29621
13/5”
1/8” 1/8”
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Brand Identity Package
Brand Identity Package
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Digital Touchpoint The home page of remedy.com.
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Digital Touchpoint The bottom portion of the home page, including site navigation, social media, and a search bar.
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Digital Touchpoint One of the product pages for remedy.com.
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Digital Touchpoint The individual product page.
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Touchpoints Shampoo and conditioner bottles, nail files, chapsticks, cuticle salve, and Res-q Ointment.
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Touchpoints Shampoo and conditioner bottles, nail files, chapsticks, cuticle salve, and Res-q Ointment.
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Touchpoints A magazine advertisement that features hair care products.
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Touchpoints An advertisement for center spread of a magazine.
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Touchpoints A magazine advertisement (right side), that features the new line of hair products.
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Touchpoints A magazine advertisement that features the faces of people who use Remedy’s products. This poster focuses on the lips, eyes, and skin.
Credits Strathmore paper company Carlos Viloria- Brand Identity Template Google images (for campaign material only)