Style Guide 2016
Contents About Us 3 Style & Tone 5 Hawaiian Words & Phrases 7 Target Customer 9 Logo 11 Best Uses What not to do 13 Typography 15 Color Palette 17 Approved Imagery 19 Shipping Materials & Packaging 21
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About Us
The Earth & Fire company is a Hawaiian based ceramic artisan shop that makes fine dinnerware. All of our products are unique hand-crafted pieces with volcanic materials incorporated which when fired makes them extremely durable. Our tagline: Durable Elegance testifies to the quality of our products. We believe the bueaty and enduring strenght of nature is our best inspiration. The beautiful designs are as timeless as the Hawaiian landscape. Their beauty will be as striking a hundred years from now as when they first come out of the kiln. When customers buy an Earth & Fire product they deal with the craftsmen directly. Each craftsmen designs and creates their own styles & products or customers can work with an artisan to create thier own unique piece.
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Style & Tone
The tone of the company should always be energetic, friendly, welcoming, but always simple. The designs will all have simple nature inspired designs or Hawaiian tribal elements that are bold geometric patterns.
Key words: Quality - Craftsmenship - Practical - Durable - Elegant Unique - Beautiful - Timeless - Oraganic
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Hawaiian Words & Phrases
Native Hawaiian words or phrases are encouraged but should be used sparingly & strategically. Words like, Aloha, help to communicate what is unique & special about Earth & Fire. Aloha Mahalo Makai Mauka E Komo Mai Pau Hana Pau Hana Aina Kamaaina Hale Ohana Maikai Kokua
Love, affection, hello, & goodbye Thank you Towards the ocean Towards the mountain Welcome Done, Finished Work Work is Done Homeland Native born House or home Family Excellent or goodness Help, supprt
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Target Customer Earth & Fire is perfect for those who are looking for a modern version of fine china but also value the practical nature Earth & Fire products provide. Young 30-50 Professionals Well-traveled Educated Starting families First time home buyers Engaged or just married Artists or Craftsmen Earth & Fire products can be found in gift shops around the islands: hotels, motels, airports, museums, historic sites, galleries, etc. Items should be included in art & crafts shows in local markets and on the mainland.
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Earth & Fire
Logo Earth & Fire designs are always inspired by the natural world. The Earth & Fire logo respresents the solid foundation given to us by our Mother Earth & the beauty that surrounds us. The strong letter “E” is crafted from the volcanic sand of Hawaii’s beaches & the plumeria flower adorns the crafted letter. There should be a consistent amount of white space around the logo equivalent to size of the size of the ampersand. The flower & letter combination can be used without the logo text but only after the logo has been introduced already.
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Earth & Fire
Examples of what NOT to do with the logo.
Logo Continued Text may be either purple or black. Earth & Fire should always use an ampersand. Use the full color logo when possible. The single color logo option is acceptable when full color is not cost-effective. The transparent option should not exceed 60% opacity with placment on merchandise. The black & white version should be used when advertising in black & white or in kraft paper media. Logo should always be scaled in a uniform fashion. Logo should always be oriented in upright position. Logo should appear on light colored plain background. (Please see examples on packaging pages).
Do not add effects to the logo. Do not crop the logo. Do not present the logo in outline format. Avoid positioning the logo on dark colored backgrounds. Do not squeeze or stretch the logo. The logo should never be smaller than 1.5 inches wide. Do not change the shade of purple.
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Typography Use Franklin Gothic Medium for titles or section headings. Franklin Gothic Book should be used in body text. Avenir or Corbel can be used if franklin gothic medium or book are not available. Use purple, brown, or black for the color of text in all publications. All text should follow the Chicago Manual Style (Turabian, MLA) format. Elements of Style by Strunk & White is also acceptable. For reference use the webite www.MLA.org
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Color Palette
Aloha Purple
RGB 89 37 104 HEX 592568 CYMK 76 100 27 15
Smoke
RGB 181 186 182 HEX B5BAB6 CMYK 30 20 25 0
Tropical Orange RGB 255 121 19 HEX FF7913 CMYK 0 65 100 0
Baked Brown = RGB 107 80 67 HEX 6B5043 CMYK 47 61 67 34 Fern = RGB 29 92 46 HEX 1D5c2E CMYK 86 38 100 35 Black Sand Beach = RGB 45 41 38 HEX 2D2926 CMYK 63 62 59 94 17
Imagery Examples of imagery has been included througout the style guide. Earth & Fire uses high quality images in all of its media. All images should reflect the keywords and tone mentioned earlier. Images should also maintain the color scheme. In every publication a tropical plant should be included in the bottom right hand corner. This will act as a stamp of identification in addition to the brand logo, consistent use of the ampersand, color scheme, and typography. When appropriate, single hawaiian words should be used as navigation indicators, as salutations, or introductory words. Example: A tag with the Earth & Fire logo and the word Mahalo should be included in the packaging of every purchase.
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Shipping & Packaging Material All packaging and shipping material should be brown in color. Kraft paper materials are prefereable. The Earth & Fire logo and other imagery can be stamped or fixed to packaging by sticker. See examples below.
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