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
google +
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.