GALLINERA | BRAND STANDARDS MANUAL
ART 323 Graphic Design II | Professor Jane Dorn, Spring 2016 | © Emily Hill, 2016
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G
WHO WE ARE Gallinera is an industry leading retailer offering more than 70,000 arts and crafts, hobbies, home decor, Holiday, and seasonal products. As a privately held and family owned company, Gallinera is committed to Honoring the Lord in everything, offering exceptional selection and value to customers, and serving employees and their families.
TABLE OF CONTENTS Brand Identity Purpose 5 Mission, Vision & Values 6 Logo & Usage 7 Brandmark 7 Lockup Options 8 Clearspace 9 Minimum Size 11 Misuses 12 Color & Application 13 Color Palette 13 Logo In Color 14 Grayscale 15 Logo In Grayscale 16 Backgrounds 17 Misuses 18
Typography Type Pairings Brand Identity Package Letterhead Business Card Envelope Touchpoints Credits
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PURPOSE OF BRAND STANDARDS The purpose of this document is to help us work to establish consistent communications that build Gallinera’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one unified voice. Questions should be directed to the Gallinera Corporate Office at marketing@gallinera.com.
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MISSION, VISION, & VALUES Gallinera is committed to honoring the Lord in all we do by operating the company in a manner consistent with Biblical principles, offering our customers exceptional selection and value, serving our employees and their families by establishing a work environment and company policies that build character, strengthen individuals, and nurture families, and by providing a return on the family’s investment, sharing the Lord’s blessings with our employees, and investing in our community.
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LOGO & USAGE | BRANDMARK
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The Gallinera brandmark must always be made clearly visible, appropriately sized, and displayed in its proper colors. The brandmark is comprised of three parts: the wordmark, symbol, and tagline. The parts can be displayed together or in the approved lockup options displayed on the following page.
Symbol
Wordmark
Symbol
G
Wordmark
Make It Tagline
G
Make It Tagline
LOGO & USAGE | LOCKUP OPTIONS
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The Gallinera brandmark can be displayed in these options only: The symbol, the wordmark, the symbol and wordmark in the horizontal signature, the symbol and wordmark in the vertical signature, and the symbol, wordmark, and tagline.
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2
G
3
G
4
G
Make It 6
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G
G
Make It
LOGO & USAGE | CLEARSPACE
x
x
Clearspace represents the minimum space necessary around the brandmark, represented by x. When the symbol is being used alone, x is defined by the white space inside the symbol. When the wordmark is being used, x is defined by the height of the letter G. Examples of clearspace with vertical and horizontal lockups can be seen on the next page.
x
x
G
G
G
G G
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LOGO & USAGE | CLEARSPACE
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x
x
x
.5x
x
.5x
G
G
.25x
x
x x
.5x
x
.5x
.25x
G
Make It
.25x
G
Make It
LOGO & USAGE | MINIMUM SIZE In order to keep a clear brand consistency, all versions of Gallinera’s logo must be clearly visible and legible at all times. To make sure this happens, minimum sizing options are given. Please see the sizing scale to the right.
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.375”
.125” .375”
G
G
.375”
G
Make It
.53”
G .655”
G
Make It
LOGO & USAGE | MISUSES
Make It Do not use the symbol and tagline only.
G
Do not rotate the logo.
G Do not add effects.
Do not reflect the logo.
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G
Do not stretch the logo.
G GALLINERA Do not change the wordmark.
COLOR & APPLICATION | COLOR PALETTE
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Gallinera’s logo contains five different colors that overlap each other to make different transparencies of the same colors. Any of these five colors may be used in collaboration with the logo however designers see fit. These colors may not, however, be replaced in the official brandmark.
C: 62 M: 58 Y: 51 K: 26 R: 94 G: 89 B: 93 Hex: 5d585d PMS: 425 C PMS: 433 U
C: 62 M: 58 Y: 51 K: 26 R: 94 G: 89 B: 93 Hex: 5d585d PMS:682 C PMS: 240 U
C: 77 M: 33 Y: 41 K: 5 R: 61 G: 134 B: 141 Hex: 3d858c PMS: 3145 C PMS: 7713 U
C: 14 M: 30 Y: 95 K: 0 R: 222 G: 176 B: 48 Hex: ddaf30 PMS: 7406 C PMS: 122 U
C: 0 M: 82 Y: 67 K: 0 R: 241 G: 86 B: 82 Hex: f05551 PMS: Warm Red C PMS: Red 032 U
COLOR & APPLICATION | LOGO IN COLOR The gray color should be the only color used for the wordmark and tagline. The colors in each part of the logo may not be switched around or replaced.
G
Make It
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COLOR & APPLICATION | GRAYSCALE
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Since Gallinera’s logo has such a complex design and color scheme, the logo can never be used in only black and white. There is, however, a grayscale option. Each of the hues listed below must be displayed at 80% opacity in order to keep visible transparencies.
C: 62 M: 58 Y: 51 K: 26 R: 94 G: 89 B: 93 Hex: 5d585d at 80% opacity PMS: 425 C PMS: 433 U
C: 0 M: 0 Y: 0 K: 55 R: 138 G: 140 B: 142 Hex: 717171 at 80% opacity PMS: 422 C PMS: 422 U
C: 0 M: 0 Y: 0 K: 50 R: 127 G: 127 B: 127 Hex: 7f7f7f at 80% opacity PMS: Cool Gray 6 C PMS: Cool Gray 6 U
C: 0 M: 0 Y: 0 K: 31 R: 175 G: 175 B: 175 Hex: afafaf at 80% opacity PMS: 420 C PMS: 427 U
C: 0 M: 0 Y: 0 K: 56 R: 113 G: 113 B: 113 Hex: 717171 at 80% opacity PMS: 422 C PMS: 422 U
COLOR & APPLICATION | LOGO IN GRAYSCALE The wordmark and tagline must always be displayed in the designated dark gray, never in 100% black.
G
Make It
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COLOR & APPLICATION | BACKGROUNDS In order for the Gallinera logo to serve its purpose and be successful as a brand attribute, rules must be put into place for background imagery. The Gallinera logo may be placed on imagery so long as the imagery does not deter from the logo or alter the logo in any way. As seen in the examples on the right, backgorund imagery must be light and not too detailed, as not to interfere with the colors in the logo.
G G G
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COLOR & APPLICATION | MISUSES Gallinera’s logo may not, under any circumstances, be displayed on top of any solid color other than white. The logo may not be placed on busy, bright images, or dark images that interfere with the gray wordmark.
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G G G
TYPOGRAPHY | TYPE PAIRINGS Gallinera’s typographic system is designed to be modern, sophisticated, and clean, with a touch of femininity. This system applies to the entire brand including signage, collateral material, and digital media. The system includes the entire families of Stymie and Futura. Only the weights shown to the right may be used. Futura Medium will be used for all headers and Stymie BT Light will be used for all body copy.
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FUTURA MEDIUM FUTURA MEDIUM ITALIC STYMIE BT LIGHT STYMIE BT LIGHT ITALIC STYMIE BT MEDIUM STYMIE BT MEDIUM ITALIC STYMIE BT BOLD STYMIE BT BOLD ITALIC
BRAND IDENTITY PACKAGE The Gallinera brand identity package exists to give shareholders a glimpse of the overall tone of the company. These documents are an extremely important component of Gallinera’s brand and their rules and guidelines should be taken seriously.
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BRAND IDENTITY PACKAGE | LETTERHEAD .9674”
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.75”
FORMAT 8.5 x 11” PAPER TYPE Mohawk Via Vellum Bright White 70 lb. Text
3.2195”
BODY TYPE Goudy Old Style Regular 11/15 pt. 100% Black
1.5961”
April 7, 2016
.54”
Mr. Charlie Johnson Silhouette America, Inc. 1250 East 200 South Suite 3C Lehi, Utah 84043
Dear Mr. Johnson, Ero occus raest idebita turest ut reium verfere mperumquid quia doloribus sunt a consequiae plia quis dendaecabo. Et aceprep udipientiam quat aborepudicia doluptur, sum con non possin pla nos endenturios am sanditatem acesciet quiaspit lacimi, incta eaqui volorenditem ute eum nobisim aut lit. Tod estotaspel ipsum aritatet, omnis dolorro comnis ditatatis ipsam int volupture perrum ea num, sus dolorro dunt autes net, si tem volum nonse la vent ulpari odis eos non rere porerum id magnimi, susam consequides ut aturio qui aruntem accusd eribus. Ipsam sed et andi commolu ptatus qui dem ut ullaborum non consequ isquiss equasit aliqui inumentiones abo. Nam, quae. Nem fuga. Et autemposa dolum nectis adit exped que debis sundis sintibu sdandi idit am inverunt eum experit ibearum nobitat.
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FOOTER Stymie BT Light 10/12 pt. PMS 433 U
G
Sincerely,
David Green
(855) 329-7060 | 7707 SW 44th Street Oklahoma City, Oklahoma 73179 | gallinera.com
.5”
.54”
BRAND IDENTITY PACKAGE | BUSINESS CARD
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.61”
FORMAT 3.5 x 2” PAPER TYPE Mohawk Via Vellum Bright White 100 lb. Cover FRONT Horizontal lockup BACK Name: Stymie BT Medium 10 pt. Majuscules Other Info: Stymie BT Medium 9 pt. PMS 433 U
.36”
G
.36” .36”
DAVID GREEN
.75” .2”
.36”
7707 SW 44th Street Oklahoma City, Oklahoma 73179 gallinera.com david.green@gallinera.com (855) 329 - 5516
.36”
BRAND IDENTITY PACKAGE | ENVELOPE 1.67” 1.67”
FORMAT 9.5 x 4.125” PAPER TYPE Mohawk Via Vellum Bright White 70 lb. Text FRONT Brandmark Goudy Old Style Regular 11/15 pt. 100% Black BACK Wordmark Stymie BT Light 10 pt.
Mr. Charlie Johnson Silhouette America, Inc. 1250 East 200 South Suite 3C Lehi, Utah 84043
2.89” .29”
.65” 3.8”
.2”
3.12” .65”
G 7707 SW 44th Street Oklahoma City, Oklahoma 73179
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TOUCHPOINTS The Gallinera brand will be visible in several different contexts. In order to show how the brand should stay consistent, the next pages include touchpoints that display various ephemera for the Gallinera brand.
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CREDITS
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cdn2.bigcommerce.com
cursiveq.com
bgfons.com
designbolts.com
previews.123rf.com
behance.net
uibrush.com
pixeden.com
fusionplate.com originalmockups.com creativebooster.myshopify.com graphicburger.com stricklersigns.com versacart.com GemGfx.com graphicsfuel.com
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