Designed by Emily Butler, Fall 2013
table of contents 03 Mission Statement and Branding Strategy 04 Full Color, Grayscale, Black & White Logo 05-06 The Logo 07-08 Colors and Typefaces 09-10 Icons and Motifs 11-12 Photographic Styles 13-14 Print Brochure and Rewards 15-16 Print Applications 17-18 Business Collateral 19-20 Uniforms and Vehicle Application 21-24 Web Interface 25-28 Mobile Application 29-30 Web and Email Advertisements 31-32 Interior and Exterior Signage 33-34 Commercial Storyboard 2
mission statement Bloom is the ultimate floral experience in the city of Buffalo. It is not only a gift and floral shop, but a space that nurtures creativity and assists our clients into turning their visions of a dream wedding or special event into reality.
branding strategy The Bloom brand will be identified and transpired through print/web collateral, television commercials, our bouquets, and the shop itself. Bloom is represented as contemporary, friendly, reliable, creative, organic, and original. The design has a hand-crafted and natural feel, which is a reflection of the overall identity and goals of the brand.
3
FULL COLOR
GRAYSCALE
BLACK & WHITE
bloom bloom bloom bloom bloom 4
the logo The logo reflects the beauty of a flower while encompassing the creativity and style of the brand. The expression within the line work and typography are meant to mimic artistic brush strokes.
5
a.
Logo Positioning Assuming the logo falls within in a grid, allow 1 unit of space around the entire image.
b.
Acceptable Logo Usage •Primary color palette, black and white, or grayscale •Using only one of the colors from the primary color palette for both the typography and the mark •Switching colors to white if on a colored background •Using the mark without the typography •Using the mark with the tagline centered underneath
c.
Unacceptable Logo Usage •Using colors outside of the primary color palette •Switching placement of the logo and type •Do not rotate or skew the logo in any way
a.
b.
bloom bloom bloom bloom bloom bloom bloom
Your Thought in Bloom
c.
bloom bloom bloom bloom bloom bloom bloom
6
colors and typefaces
7
a.
Morning Star- This typeface was used to create the logo, and cannot be used for any other applications.
b.
Filosophia OT Unicase- This typeface may be used as an accent typeface or for headings.
c.
ITC Avant Garde Gothic STD- This typeface must be used in the condensed version, and can be used occasionally for headings, but mostly for taglines, captions, and body copy.
d.
Roboto- This typeface is used for web and mobile applications only.
e.
Primary Color Palette This is the color palette used in the logo, and should be the dominant colors used in both print and screen applications.
f.
Secondary Color Palette This color palette should be used only as accent colors, mostly on screen applications.
a.
Morning Star
b.
ITC Avant Garde Gothic STD
d.
abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() the quick brown fox jumps over the lazy dog
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 the quick brown fox jumps over the lazy dog
c.
EXTRA LIGHT|BOOK|MEDIUM|DEMI|BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() The quick brown fox jumps over the lazy dog
e.
filosophia ot unicase
Roboto
CONDENSED|BOLD CONDENSED|LIGHT|THIN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() The quick brown fox jumps over the lazy dog
f. PMS 3272 C
PMS 381 C
PMS 874 C
PMS 7402 C
C20 M0 Y91 K0 R214 G244 B61 HEX: #CEDC00
C100 M0 Y44 K0 R0 G170 B166 HEX: #00A499
C0 M20 Y50 K30 R188 G155 B106 HEX: #8B6F4E
C0 M6 Y30 K0 R255 G236 B188 HEX: #ECD898
8
tagline, icons, and motifs
9
a.
Tagline- The company tagline,“Your Thought in Bloom,� is meant to convey the idea that all of our products our made with our customers ideas and occasions in mind. Our flowers are fit for any occasion, and are the perfect way to say what you are thinking.
b.
Motifs- The motif used on most applications is the circle. The expressive stroke of the circle reflects the style of the logo without mimicking it. The circle can use 1-2 colors in either the primary or secondary color palette, and can be cropped if needed. The motif with the repeating logo should be used in moderation, and at less than 60% opacity.
c.
Icons- Used for the website, mobile app , and social media only.
a.
“Your Thought in Bloom”
b.
c.
10
photographic styles All photography must be of professional quality, and contain slight instances of the colors blue or green. Photos should show genuine emotion, and have a nostalgic feeling to them. The subject of the photos should be more about the experience of getting flowers rather than the flower itself. Photos can also have a low opacity, while being placed on a blue or green backdrop. When displaying images of bouquets to be bought, such as on the website and app, the images should be placed on a white background.
11
12 12
Print brochure and rewards
13
a.
Brochure-The aesthetic of the brochure mimics a blooming flower. Each side of the pamphlet opens outward to reveal the inside information. The brochure will be handed out to all clients and customers, and will be available for customers to pick up at the front desk of the shop. The brochure will feature our hours of operation, and advertise our unique services and rewards program.
b.
Rewards Card- The rewards program allows customers to receive points for every dollar they spend. One dollar spent is equal to one point, and once they receive over 50 points they will receive coupons or a free bouquet of their choice.
a.
Servic Serviecs es
•Same Da y •Custom Delivery , On •Design•Samethe DaSp ot liv y De Floerral De Yourtom sign Ow,nOn •In-Store•Cus Bouq y Pic Sptot Flo •D k UpYo theue ral Desig •Gift Ba esign ur Own skets n •In Bouque -Store Pic •Plant Ca t k Up re Bas •Reward•GiftTip skets Protgra •Ps lan Cam re •Reward Tips s Progra m
blboloom om
blboloom om
HOURS OF OPPE RA Monday .......... 8 TION: S OF am TuesdayHOUR to 3 pm OPPE ...nd ...... Mo 8 am RATION: ay. ... Wednesd 30topm ay ..... 8 .......to85:am 3 y ...... ThursdayTuesda am ....to85:am 30topm pm ...... W ed ... ne 5: sd8 am Friday ... 30topm 30 pm ... ..... ay .....to85:am 5:30 pm ay8...am SaturdaThur...sd to ... ... 5: y ... 30 8 Fri am topm 8... 5: ....... Sunday da...y ... am .....to82am ...tur pmto 30 pm ...... Sa da...y Cl 5:30 pm ...os ed. 8 ...... Sunday am to 2 ............ pm Closed
HOURS OF OPPE RA Monday .......... 8 TION: S OF am TuesdayHOUR to RA OPPE 3 pm ...nd ...... Mo TION: 8 ... ay. ... Wednesd am ....to 5:30 ay Tu ... es .. da 8 am 8 am topm 3 y ... Thursday 30topm pm ... ne... 8 .......to85:am 5:30 pm sdayam Friday ...Wed... to85:am ... .. 30 ...ur...sd Th ...ay .. 8...am to topm 5: Saturda ...... 85:am y ... 30topm 30 pm 8... 5:30 pm ....... Sunday Frida...y ... am to ... 2 .. 8 am ...tur pmto ...... Sa da...y Cl 5:30 pm ...os ed. 8 ...... Sunday am to 2 ............ pm Closed
846 Main
Street C • Buffalo, NY 1421 846 Main 1 • 716-8 Street C 87-3863 • Buffalo, NY 1421 1 • 716-8 87-38
846 Main 63
bloom
Street C • Buffalo, NY 1421 846 Main 1 • 716-8 Street C 87-3863 • Buffalo, NY 1421 1 • 716-8 87-38
63
•Every do lla •50 point r spent = 1 po int s do5llacor up •100 po•Eve=ry$2 spon int = FRsEE= BO ent = 1 point int •Refe •50spo UQ r $2 a UE 5 T •1frie 00nd on po=intFree 30 coup intUQ EEpoBO •Refer a s = FR s UE friend = T Free 30 points
Re a r Rw ew adrsds
REWARDS CARD
b.
bloom
Your Thought in Bloom
REWARDS CARD
bloombuffaloflorist.com|716•887•3863
14
print applications
15
a.
Shopping Bag- The shopping bag will most likely be used only for apparel, and small items available for purchase in the store. The bag will also be reusable.
b.
Apparel- These t-shirts will be available for purchase in the store or online, and will help increase brand promotion.
c.
Lilac Seeds Package- This is an example of a package design for flower seeds. The top flap will be the same color as the flowers displayed on the front of the package.
a.
b.
c.
16
Business colatteral
17
a.
Business Letterhead
b.
Business Cards- Employees can choose between a green and a blue card.
c.
Mailing Envelopes Envelopes that will be mailed to both customers and business associates.
a.
b.
c.
18
uniforms and vehicle
19
a.
The Uniform- Employees will be wearing a white apron with a white visor. All employees are required to wear a neutral colored shirt under the apron, as well as business casual khakis.
b.
Name Tags- Employees can choose between a blue or a green name tag.
c.
Vehicle Application- Our vehicle is a white van, with our motif and logo on the side. Our phone number and web site will be on the side of the vehicle as well.
b. a.
c. bloombuffaloflorist.com 716•887•3863
20
web interface Our website is meant to give our customers excellent service, as well as the convenience of shopping online. The appearance of the website reflects the creativity and style of the brand, and has a hand-crafted aesthetic.
21
a.
Home page The images on the home page are set up in a triptych style, and will change every month. The purpose of this page is to introduce the website, and attract our customers.
b.
Rollover Page- This page shows what it will look like when the user rolls their mouse over the button, revealing a drop down menu.
c.
Occasions Page (Weddings)- Users will be able to select a variety of bouquets for wedding ceremonies, receptions, and the wedding party.
d.
About Page- This page will give some history about Bloom, and the services we offer.
e.
Shop Page- The user can choose from a variety of bouquets, and has the option to design their own.
a.
22
b.
23
c.
d.
e.
24
mobile application
25
a.
Icon and Loading Screen- The icon will be the mark from our logo on a white background, and the loading screen will contain 3 circle motifs which will animate as if they were loading.
b.
Home Screen- This is the first thing the user will see once the app is finished loading. The bouquet of the month will be featured on the home screen of the app every month.
c.
Tips- One of the unique offers from Bloom is plant care tips. We will give you tips on taking care of indoor and outdoor plants, keeping your flowers fresh, and what plants are in season.
d.
Create- The create page is where customers can use their creativity to design their own bouquet. They have the ability to choose the size, flowers, accessories, vase, and occasion for their arrangement. Every month, our employees will choose a bouquet of the month, and the creator receives a free bouquet of their choice and will be featured on the home page.
a.
26
b.
27 27
c.
d.
28
web and email advertisements
29
a.
Standard Web Banner- Standard size for web banner, to be displayed across the top of a web page
b.
Email Advertisement- This is an example of an email advertisement that will be sent to members when they create an account.
c.
Vertical Web Banner- To be displayed on the side of a web page
a.
b.
bloom
Your Thought in Bloom. bloombuffaloflorist.com
c.
bloom
shop now >>
30% OFF
ALL BOUQUETS November 28-December 5
Your Thought in Bloom
30
interior and exterior signage
31
a.
Interior Signage- The interior of the store should reflect the energy and creativity of the brand. The front wall behind the receptionist desk will be green as an accent color, and the other walls will show photography. The cube shaped shelves in the middle represent displays for bouquets and other merchandise.
b.
Exterior Signage- The exterior of the store should be warm and welcoming, with a contemporary style. The building will be white with green and teal accents. Beautiful landscaping will be seen along the front of the store to reflect the flowers we sell.
a.
b.
32
storyboard This commercial will illustrate the feeling people get when receiving flowers. Each frame will transition into the next presenting the same bouquet with a different story line. For example, the bouquet will leave the brides hands and transition into the hands of the husband in the following frame, etc. The commercial will end with the screen fading to white, with the logo and tagline emerging from the background.
33
Your Thought in Bloom
bloombuffaloflorist.com
34
Your Thought in Bloom
Designed By: Emily Butler, 2013