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CONTENTS GRAPHIC STANDARDS MANUAL
INTRODUCTION INTRO BRAND
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BASICS LOGO LOGO VARIATIONS DO’S & DONT’S LOGO USAGE COLOR PALETTE SECONDARY PALETTE PALETTE USAGE PHOTOGRAPHY TYPEFACE SYSTEM PATTERN
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APPLICATIONS PACKAGING SAMPLE ADS STATIONERY WEBSITE VEHICLE GRAPHICS CAMPUS SIGNAGE EXTRAS
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CONCLUSION
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INTRODUCTION This graphic standards manual defines and outlines how to use all identifying elements pertaining to Emerson Vineyards including logos, type, color, stationery, packaging, and marketing and advertising materials. It is critical to follow these rules and use only the authorized document templates in order to convey the traits and personality of the vineyard as a brand, and do it consistently. Please treat this guide as the authority on what is and is not permissible in creating new content for the brand.
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THE BRAND Emerson Vineyards is a family owned and operated winery in the heart of Oregon’s Willamette Valley. It is a multigenerational family winery on 127 acres in the low rolling hills of the coast range. Emerson Vineyards value family, place, and hard work. Emerson Vineyards believes that the glow felt after a long day in the vineyard & the satisfaction of making something beautiful with our hands are some of life’s great rewards that we can share with you.
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THE BASICS This section of the brand standards manual will go through all the primary elements of Emerson Vineyards: logo, type standards, color palette, and pattern usage. These elements are the integral pieces of Emerson’s brand that make it elegant & unique.
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THE LOGO This is the primary logo for Emerson Vineyards. It is inspired by the grapes used to create Emerson’s delectable wines, as well as the letter E, which is the first letter of the brand. It emulates Emerson’s focus on top-notch grape farming as well as it’s simple elegance.
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CAN BE USED ALONE WITHOUT THE LOGOTYPE “EMERSON VINEYARDS” FOR USE ON PACKAGING MATERIALS OR SMALL SCALE USE.
LOGO VARIATIONS
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DO’S
ALWAYS INCLUDE 1/4 INCH “WHITE SPACE” AROUND THE LOGO. NEVER PUT IMAGES, SHAPES, OR OTHER ELEMENTS RIGHT UP TO THE LOGO.
THE LOGO CAN BE SEEN IN COLOR OR BLACK AND WHITE DEPENDING ON THE NEEDS OF THE DESIGN.
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DON’TS
THESE ARE COMMON WAYS THAT THE EMERSON LOGO IS MISUSED. BE SURE TO FOLLOW THE BRAND GUIDELINES TO AVOID MISREPRESENTING EMERSON VINEYARDS
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LOGO USAGE The logo is the visual cornerstone of Emeron Vineyards. It emulates the brand’s mission and stands out against competition. There are some regulations to consider when implementing the logo to any design, which are discussed and shown on these pages. To ensure maximum impact, all applications of the Emerson logo must include 1/4 inch of clear space around it, as demonstrated to the right. The minimum size for use of the preferredlogo will depend on media or how it’s produced. As a rule of thumb, never scale the logo past 10% it’s original size. The wordmark must be legible at facial distance from the media. There is no maximum size limit for the logo, the possibilities are endless there. The logo can be shown on any background, whether that be clear, white, black, pictoral, or a color. Logo can be changed to all white or all black to accomodate the background.
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THIS IS THE SPACING BASED ON INCHES. NEVER CHANGE THE INDIVIDUAL SPACING, ONLY THE OVERALL SIZE CAN BE SCALED.
1/3
1/3
1/3
1/2
1/10 1/5 1/8 1/12
THIS IS THE SMALLEST SCALE THE LOGO CAN BE. NEVER REDUCE SIZE BELOW 10% OF THE ORIGINAL LOGOMARK. TYPE MUST BE LEGIBLE.
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COLOR PALETTE Color is a powerful means of identification. The primary colors here are key indicators of Emerson Vineyards brand. Consistent use of the primary colors will increase brand recognizability. The colors were chosen with care as a way of envoking the mood of drinking good wine with friends & family. These colors are striking, unique, and strong while also being inviting & friendly. Hex code, pantone, RGB, & CMYK colors are provided.
#97C93D
#4D1A30
#084063
PANTONE 368 C
PANTONE 4975 C
PANTONE 2955 C
R 151 G 201 B 61
R 77 G 26 B 48
R 8 G 64 B 99
C 46% M 0% Y 100% K 0%
C 50% M 89% Y 54% K 57%
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C 100% M 76% Y 38% K 25%
Secondary colors are meant to be used with the primary colors to add depth and interest to the design. These colors should act as supporters to the primary color palette. These colors are also meant to envoke the feeling of drinking a delectable wine.
#6E893E PANTONE 575 C
#9E9E97 PANTONE 7538 C
#E6D3C4 PANTONE 4755 C
R 110 G 137 B 62
R 158 G 158 B 151
R 230 G 211 B 196
C 61% M 29% Y 96% K 11%
C 40% M 32% Y 38% K 1%
C 9% M 15% Y 21% K 0%
SECONDARY COLOR PALETTE
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COLOR PALETTE USAGE The colors in the color palettte are meant to be used in every design to varying degrees, with the primary colors taking precedence over the sceondary colors. Colors can be lowered to 50% opacity as shown below. These opacities are usually used for the patterns as overlays or for toning down a color in a design.
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PHOTOGRAPHY
These are examples of acceptable photography. Photography is not heavily used in Emerson’s brand, however, acceptable photos should clearly incoporate the color palette & focus on grapes & the vineyard. Photography will mostly be used in web media such as the website & ads.
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TYPEFACE SYSTEM: PRIMARY 3 typefaces are used within this system. A sans serif (Mr Eaves XL Mod OT), a serif (Spectral), and even a script font (Playlist Script). The most used font should be the sans serif, with the other fonts acting as secondary or supporting type. Listed on these pages are the suggested tracking & leading settings to use. These can be slightly altered to fit the design needs. The point size of the fonts will be directly affected by the scale of the design. Follow the porportions below to ensure continuity throughout the design work.
MR EAVES XL MOD REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
MR EAVES XL MOD BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
MR EAVES XL MOD LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
MR EAVES XL MOD THIN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
Tracking: 50 Leading: always 2 points higher than the point size
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TYPEFACE SYSTEM: SECONDARY
Spectral Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
Spectral Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
Spectral Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
Spectral Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
Tracking: 40 Leading: always 2 points higher than the point size
Playlist Script ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
Tracking: 0
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PATTERN The pattern used for the brand was created by abstracting and piecing apart the “E” from the logo. This is how it fits with the brand’s identity. It can be used in many ways to fit the design. The only misuse of the pattern would be to stretch of shrink it disporportionatly. The pattern can be repeated an infinite number of times and be scaled very small or very large. The colors can be changed as well, as long as the design still follows the primary & secondary color palettes.
THIS IS THE SHAPE USED TO CREATE THE VARIOUS PATTERNS. IT CAN BE REPEATED INDIVIDUALLY OR MADE INTO A NEW PATTERN AS SEEN ON THE TOP RIGHT.
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PATTERN CAN BE USED ON PACKAGING AS WELL AS OTHER BRAND ELEMENTS AS A WAY TO ENHANCE THE BACKGROUND AND OVERALL DESIGN.
PATTERN USAGE
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APPLICATIONS Next, the brand guidelines are applied to various media and print assets. Mockups as well as flat lays will show how to appropriately use the basic elements into designs & assets.
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PACKAGING
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The packaging of Emerson Wine includes all of the brand elements that make the company so sophisticated and recognizable. The pattern is incorporated into each type of wine but it is used in various ways to differentiate the types. In the pattern there are also die-cuts so the color of the wine peaks through. It also adds more interest to the design. The name of the wine is wrapped around towards the bottom of the bottle, with space between the pattern and the label. Both the logo icon and the logotype are used in the design; in the circle above the pattern as well as the wrap around sticker for the top of the bottle. More variations can be made for newer or seasonal wines, but this is the general idea to follow for the labels.
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PACKAGING This is the packaging that should be used for take-home bottles of wine bought at the vineyard. There are three packaging types which house either a single bottle, a 2-pack, or a 3-pack. Just like the wine bottle packaging, the primary color palette colors are used to differentiate between the packs, making packing easier for employees to sort through. A silver-foil siding with the pattern in white adds a pop of fun to the otherwise monochrome packaging. The logotype without the word mark is used on the front in embossed silver foil. By the time the buyer leaves the vineyard with their packs of wine, they should be familiar with the brand. It keeps the design simple and elegant, on tone with the rest of the brand.
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SAMPLE ADS
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print ad
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print ad
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STATIONERY: LETTERHEAD & BUSINESS CARDS
11665 AIRLIE ROA D M O N M O U T H O R EG O N 9 73 6 1 | ( 50 3 ) 8 3 8 - 0 9 4 4
DEAR MR. NONAME, SEPTERMBER 27 2017 Incti dolessi mporibus re omnihil inctetur molupta turiate mporem id ex excere voluptatium di saperum aspic temquam, sit et pernam at am quaspis repratur sint estium quaerro maio. Et plit arum, seniet et remporemquos ut que vit utes escilla borporrovit hiciur aut la cusciendit, voloribusam am nam et optatur autati conesere nest peligen iminimo luptam alibus endi dolessimaio dipit, venia quam, volorpore, voluptatquam vel magnit offictur? Pit aut dolo cus maxim quam volut ad que maio cor sae. Et quiatur, undit adipienienis conseque dolor andit, atque idel eossunt earum illab is estinvent odis magnis am int, ex et, inverum natatia velic te plit officia quam et aperepeliam faceper cipsae. Itatur, asi comnim faccupietur, quis poreste in niam expellabo. Tota doluptatis ea volore doluptae dollis audam, con ratem culpa sedipsus, saero esectus eum seremod quibeat aturit, apeliam nonsedi volent optaquid qui dio beatiur? Aperum vollici tem as quia volor magnis volor am fugia abo. Musaest iberovi tianihitibus audioris doluptatur? Dam, erferiae pratem in reperumque exceatur renienis re volent a ducit omnitis tisseque senis ex eaque libus maiorrum voluptae ilit earibusci core lanim resto vellit, vent hicipsa nditem dolorest volo doluptatia nimpore rat hiliqui doloris re labore pa aut quaspicabore seque con nia dolorro viditis aliae eos se cus accus alignatio doluptat et event aut eum volorerum facia solenime erum vel ium latur, cullupta aceaquae. Itae none rae cum vid mil imporpores moluptas as eritaqu atibusandam fugianihil modis con consed mi, vernam facepudit hil ea dolori sum corepratur? Facia veligenimil et as res dit, aut hitates tiandis millam que volestrum cores estion nonserchitet il eosandandit et eiunditatis magniti oraeperae eos ad magnam rem aditatia inisto quas moditatur?
S I N C E R E LY,
TO M E M E R S O N
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TOM EMERSON | CEO | WINE CONNOISSEUR tom.emerson@emersonvineyards.com (503) 838-0944 11665 Airlie Rd Monmouth Oregon 97361
THE BUSINESS CARD UTILIZES THE CLASSIC EMERSON PATTERN ON THE BACK WHILE KEEPING IT SIMPLE AND CLEAN ON THE FRONT WITH THE EMPLOYEE INFO.
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The letterhead utilizes the logo as a subtle background while the text is legible above it. The address and contact information is centered at the top under the logo, making it stand out so that it is easily accessible to the reader.
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STATIONERY: MAIL & SHIP
ENVELOPES FOR EMPLOYEES OF EMERSON TO SEND OUT TO POTENTIAL BUYERS
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SHIPPING BOX AND MAILING LABEL FOR MERCHANDISE PACKING
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WEBSITE HOMEPAGE
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ABOUT US
OUR WINES
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CONTACT US
CART/CHECKOUT FOR ONLINE ORDERS
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DELIVERY TRUCKS FOR TRANSPORTING GOODS TO LIQUOR STORES
PICKUP TRUCK FOR VINEYARD EMPLOYEES
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VEHICLE GRAPHICS
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CAMPUS SIGNAGE The campus signage involves the vineyard as well as the corporate offices where business takes place. The vineyard is the place in which family & friends comes to events and wine tastings. There is a store, a restaurant, and an outdoor barn for concerts. The corporate offices are located further away down the street and is where the business aspects such as development, advertising, and distribution takes place. The signage upon entering the land points the customer to either the vineyard or the campus offices.
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EXTRAS
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CONCLUSION This manual has been issued for your convenience as an authoritative guide for any document or other communication that comes from or on behalf of Emerson Vineyards and the guidelines within it must be adhered to. If you have questions regarding this document, please contact Emily Houze, creative director, at 502.810.4046 or emily.houze@gmail.com
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