Bee Haven Farm, Missouri, Liz Mather, Brand Style Guide, Design

Brand Guidelines

winter 2015 Š liz mather

Table of Contents

logo 1-4 fonts 5 color palettes 6 icons 7 applications 8-9 patterns 10 photography 11-12

purely wholesome ~ from farm to table

1

logo

usage rules

honey

vinegar

~ only use the primary color palette

~ do not separate logo ~ no drop shadows ~ no stretching or distorting ~ only use the primary color palette ~ do not fill the bee with a color ~no smaller than 1-1/3�

~ place the long mark in the middle of panoramic / horizontal photographs (like on the cover page) when available 2

logo

usage specifications for vertical mark

The vertical mark must not be any smaller than 1-1/3 inches tall.

1-1/3�

3

Colors

Try to always have the bee knocked out of the logo, so the background shows through. This can be altered when absolutely necessary.

logo 4

exclusion area Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other

Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark.

Always keep copy or other distracting elements at least a bee’s length away from the mark.

fonts

headline copy

subhead copy

body copy

Bell MT Regular

Montserrat

Bodoni Medium Italic

to be used for titles and the main mark.

(with .25pt stroke)

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwx yz 5

to be used for subordinate display purposes.

Regular (lower case)

abcdefghijkl mnopqrstuv wxyz

to be used when there is a large amount of copy

ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghjklmnopqrstuvwxyzabcdefg hjklmnopqrstuvwxyzabcdefghjklmno pqrstuvwxyzabcdefghjklmnopqrstuv wxyzabcdefghjklmnopqrstuvwxyzabc defghjklmnopqrstuvwxyzabcdefghjk lmnopqrstuvwxyzabcdefghjklmnopqr

color palette

primary palette

secondary palette

#E0AF55 P 7555 U

#C04F31 P 1525 U

40829C #F0EBE6 P 656 U

#707840 P 378 U

6

#

pantone

#9E3E51

P 704 U

#C2455A

P 200 U

#E27A88

P 702 U

#FFFFFF

P white

#A6AE6A

P 5777 U

#959B5F

P 7746 U

#8C6F47

P 1265 U

#22324A

P 5463 U

#000000

P black

icons

main navigation

social media 7

honey

home

produce

honey

cart

f

t

g+

pin

facebook

twitter

google +

pinterest

application

8

honey jar

9

10

photography 11

rules and specifications

Don’t be scared of close-up, intimate crops on photographs.

When possible, (for close-up shots) use a prime lens that will create a subject in sharp focus and backgrounds with beautiful bokeh. As an example, take the “Table of Contents” page’s photo.

Landscape photographs with an equal ratio of land-to-sky should be used as a rule. The brand’s mark and identity were initially inspired by this vertical equality with sprawling horizontals.

photography 12

filter process to maintain consistency

In Photoshop: 1. Fill a layer above the background with a fill color of #ab2239.

2. Reduce layer opacity to anywhere between 7-20% depending upon the photo. If it feels too pink, reduce the opacity.

3. Add a Levels Adjustment layer and set black to 5 and the middle slider to somewhere in between 1.05-1.25 to reduce the contrast.

4. Adjust as needed for the situation and the photography itself.