Verbal and Visual Strategy GREENLEAF PAPER
Visual Strategy | Greenleaf Paper
Onward | October 2016
How can you use this verbal and visual strategy?
This document is a foundation that is meant to be used to build the Greenleaf Paper brand. Anybody who writes, designs, or communicates about Greenleaf Paper will be able to use this document to provide a consistent experience. It should be used to help those involved with the brand—both internally, and externally—understand and work with you more effectively. Writers, designers, and employees should all read, and reference this book for guidance. This document is not the end of the evolution of your brand, but rather is a living document that reflects who your are in the current, and near-future state.
Visual Strategy | Greenleaf Paper
Onward | October 2016
At the heart of it all
Brand promise We believe smart supply chains are built on relationships that last. Because of this, we focus on the people behind our paper products and deliver everything we make with pride, fairness, and accountability.
Vision We’ll know we’re successful when we have more partners in more locations, more solutions-based product offerings, and more customers excited to refer us to their peers.
Values PASSION Drive, ambition, and vigor BALANCE Energy, mindfulness, harmony ACCOUNTABILITY Reliability, sincerity, openness GROWTH Knowledge, vision, leadership RESOURCEFULNESS Creativity, proactivity, collaboration
Visual Strategy | Greenleaf Paper
Onward | October 2016
Messaging guidelines
Existing brand slogans and taglines Built on reliability since 1987
General guidelines • Plan your writing, think through and prioritize business goals and user needs of each page or section • Use short, familiar words • Write short sentences and paragraphs • Avoid jargon or formal “business speak” • Use headings to make content scannable • Focus on readability • Use active voice • Use personal pronouns
Visual Strategy | Greenleaf Paper
Onward | October 2016
Messaging guidelines
BE FRIENDLY AND WARM. • This means you can be conversational in headlines and other appropriate areas, just don’t overdo it. • Say it like a real person would, read everything out loud to make sure it sounds natural. For example, don’t say “access customer service” when you could say “call us.”
BE SUCCINCT. Say it in as few words as possible without compromising the humanity of your language. • Consider how your copy will appear in mobile and smaller screens. • Make sure the most important aspect of your message is immediately apparent.
USE WORDS TO EXPRESS EMOTION, NOT PUNCTUATION MARKS. • Avoid use of exclamation marks and italics. • Use bold style with caution, a little goes a long way, only use bold style when you need to highlight an important piece of information or instructions.
Visual Strategy | Greenleaf Paper
Onward | October 2016
Messaging guidelines
USE FIRST PERSON PRONOUNS WHEN REFERRING TO GREENLEAF • us, we, ours
FOCUS ON THE USER, AVOID OVERUSING “WE.” Rewrite to focus on the user and what they can do, rather than what Greenleaf is doing for the user. • Do: Get the job done faster. You can manage your invoices and place recurring orders online. • Don’t: We value your time. That’s why we’ve made it easy for to manage invoices and place recurring orders online.
ONE EXCEPTION TO THE AVOID OVERUSING “WE” RULE IS WHEN A HUMAN (NOT THE WEBSITE) ACTUALLY DOES TAKE ACTION FOR A USER, SUCH AS REVIEWING AN ORDER OR RESPONDING TO A REQUEST. Here, the use of “we” is appropriate and much more personable than the forced passive alternative. • Do: We’ll review your request and respond within a few days. • Don’t: Your request will be reviewed, and you will receive a response within a few days.
Visual Strategy | Greenleaf Paper
Onward | October 2016
Messaging guidelines
SPEAK TO THE READER DIRECTLY, NOT IN THIRD-PERSON: • You, yours, your • Do: See if we have your receipts in stock. • Don’t: Customers can request a copy of their invoice
EMPHASIZE GREENLEAF’S RELATIONSHIP-BASED, FRIENDLY NATURE. When you can, add language that makes our roots obvious, like: • Modern equipment. Old-fashioned attention to detail. • People make it possible.
CTAS AND BUTTONS CAN BE WRITTEN IN THE USER’S VOICE, FOR EXAMPLE: • Take me there • Yes, No • Show me more • Sign me up
Visual Strategy | Greenleaf Paper
Onward | October 2016
Messaging guidelines
USE SENTENCE-STYLE CAPITALIZATION. Use sentence-style caps for all titles, headings, labels, menu items — any place where you might be tempted to use “Title-Style Caps.” • Do: Made to order thermal paper supplies • Don’t: Made to Order Thermal Paper Supplies
DO CAPITALIZE PRODUCT NAMES BUT NOT GENERAL SERVICE ITEMS. • Do: Learn more about the POS Thermal Receipt Rolls (product) • Don’t: Learn more about the POS thermal receipt rolls (product) • Do: Log into your account (service) • Don’t: Log into Your Account (service)
Visual Strategy | Greenleaf Paper
Onward | October 2016
Messaging personality
DOWN TO EARTH: PRACTICAL, HUMBLE, REAL Like this: Mobile printing rolls you can count on. Sub-standard receipt rolls can cause even the toughest mobile printers to act up or stop working, period. Keep your receipts running smoothly with high-quality mobile printing rolls built on reliability and delivered with good old-fashioned service and smarts. Need help finding the right fit for your device? Talk to one of our experts.
WELCOMING: FRIENDLY, OPEN, FUN Like this: No nonsense guarantee. If you aren’t 100% satisfied with any aspect of your paper supplies, we’ll make it right. No if ands or buts about it.
STRONG: SPIRITED, DYNAMIC, CONFIDENT Like this: Reliable paper products, fair prices, and people who believe in possible. Smart supply chains are built on relationships that last. That’s why we focus on the people behind our paper products—and deliver everything we make with pride, fairness, and accountability. Visual Strategy | Greenleaf Paper
Onward | October 2016
Messaging personality
SIMPLE: EFFICIENT, CLEAN, DIRECT Like this: Bottom line - Fits all OEM makes and models - Ready for quick turnarounds on any order size - BPA free and sourced responsibly
PROGRESSIVE: IMAGINATIVE, FLEXIBLE, MODERN Like this: Technology changes? Details you don’t have to worry about. New printers, new roll types, new paper grades… it’s a lot to keep up with! Our team stays on top of the latest technology and cutting edge products to help keep your receipts running smoothly and your business up-to-date.
Visual Strategy | Greenleaf Paper
Onward | October 2016
Messaging personality
Sample vocabulary • Count on
• People
• Dedication
• Powerful
• Diehard
• Precision
• Efficient
• Pride
• Experience
• Progressive
• Family
• Ready to go
• Focus on what matters most
• Real
• Future ready
• Refreshing
• Get it right
• Relationships
• Got your back
• Relentless
• Guts
• Reliable
• History
• Remarkable
• Honest
• Streamlined
• Humble
• Strong
• Made
• Supplier
• Modern
• Technology
• More than you expect • No-nonsense
• Through and through
• Obsessed
• Tough
• Old-fashioned
• Worry-free
• Partners
Visual Strategy | Greenleaf Paper
Onward | October 2016
Messaging guidelines
Sample headlines and phrases • Meet the people behind the paper supplies • Built on reliability since 1987 • We sweat the details • Diehard dedicated service • Modern equipment. Old-fashioned attention to detail. • Talk to a real person • Focus on what matters, leave the paper supply details to us • We’ve got your back • Relentlessly reliable paper supplies • Our people make it possible • Made to order thermal paper supplies • Custom printed receipt paper you can count on
Visual Strategy | Greenleaf Paper
Onward | October 2016
Review of Competitor Visual
Merriweather ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Source Sans Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Visual Strategy | Greenleaf Paper
Onward | October 2016
Review of Competitor Visual
Titillium Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Visual Strategy | Greenleaf Paper
Onward | October 2016
Review of Competitor Visual
Crimson Text ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Roboto ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Visual Strategy | Greenleaf Paper
Onward | October 2016
Review of Greenleaf Brand Inspiration
WE’RE INSPIRED BY THE EVERYMAN. The Everyman relates to Greenleaf Paper’s values of balance, resourcefulness, and accountability, as well as your down to earth and simple style.
WE’RE INSPIRED BY THE DEFENDER. The Defender relates to Greenleaf Paper’s values of growth, balance, and passion, as well as your strong and progressive style.
Visual Strategy | Greenleaf Paper
Onward | October 2016
Design Principles
Building a consistent image with the following design principles will help us maintain a strong connection with our audience by helping them quickly and easily identify us. • Show images and graphics that are down to earth, friendly, lighthearted, and familiar instead of images that are overly technical and cold. • The colors that represent that Greenleaf brand should be warm tones with bold accents, with strong contrasts of light and dark colors. • The typefaces used should be modern, bold, refined, and easy to read. • Photographs of people should emphasize confidence, show collaboration, and portray a sense of greater purpose. • Photographs of machinery and detail should highlight detail, and attempt to tell a story in the functionality and purpose of the product. • The layout of the website and marketing collateral should be a classic, structure layout that is uncomplicated and easy to navigate. • Visual details should be simple and clean as opposed to overly ornate.
Visual Strategy | Greenleaf Paper
Onward | October 2016
Proposed Color palette PRIMARY
SECONDARY
TEAL
TUMBLEWEED
BLUE
C90 M35 Y55 K10
C15 M30 Y65 K0
C100 M95 Y15 K15 C100 M85 Y40 K50
C5 M75 Y100 K0
Hex #007875
Hex #d9b06f
Hex #262f76
Hex #e66425
NEUTRALS
MIDNIGHT BLUE Hex #072243
BURNT ORANGE
TINTS & SHADES
PARCHMENT
LIGHT GREY
C10 M10 Y20 K0
C30 M25 Y30 K0
Hex #e3dbc9
Hex #b5b2aa
100%
80%
60%
40%
20%
For added depth, various tints & shades of your color palette may be used as needed. WHITE
CHARCOAL
C0 M0 Y0 K0
C70 M60 Y50 K50
Hex #ffffff
Hex #393d44
Visual Strategy | Greenleaf Paper
Onward | October 2016
Typography PRIMARY TYPEFACES
Proxima Nova
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,./!@#$&’” Stylistically, Proxima Nova straddles the gap between typefaces like Futura and Akzidenz Grotesk. The result is a hybrid combining humanistic proportions with a somewhat geometric appearance. Licensing: The current web and print license for the Proxima Nova font family is covered under Five Sigma Studio’s Adobe Creative Suite subscription and can be used on behalf of the client at no additional cost. However, additional licenses are available for purchase for client use at $254.00 per five licenses.
Roboto Slab
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789,./!@#$&’”
Roboto Slab is a truly modern slab serif that is slightly condensed, Its careful design generate a nice texture in paragraphs of text, but the design is also intended to work well when composing headlines with presence and elegance. Licensing: Gleegoo operates under Google’s Open Font License that allows for free use and distribution.
ACCENT TYPEFACE
Kite One
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789,./!@#$&’” Kite One is a rounded and inclined sans serif typeface. Kite One a typeface that is suitable for both headlines and long texts. Licensing: Kite One operates under Google’s Open Font License that allows for free use and distribution.
Visual Strategy | Greenleaf Paper
Onward | October 2016
Primary headlines set in Proxima Nova Bold. Subheads and secondary copy blocks set in Roboto Slab. Long sections of text, such as brochure copy and websites, are primarily set in Proxima Nova Regular. Consider these guidelines and not rules. The ultimate goal is to make the experience good for the reader while maintaining brand standards. Both typefaces are perfectly suitable choices.
Roboto Slab is good for sidebar headings. For contrast, using Proxima Nova Regular for sidebar or secondary content is good because it distinguishes itself from the primary text.
Use the accent font sparingly. Achieve balance by using it only in instances you wish to add emphasis or personality.
Visual Strategy | Greenleaf Paper
Onward | October 2016
Graphic elements USE OF ANGLES AND PATTERNS*
Memorable headline goes here. Additional copy goes here. Duis sed consequat ante. Suspendisse urna sem, vestibulum.
LOGO Note: This example represents an extreme use of the proposed design element. Additional exploration, implementing actual content, and applying best design practices to the final digital or print medium layout will determine final design.
Visual Strategy | Greenleaf Paper
Onward | October 2016
Graphic elements CREATION OF CUSTOM ICON / GLYPH SYSTEM* The use of a custom glyph system to depict the brand’s services and products will offer a competitive advantage to potential customers and build on creating a stronger relationship with existing customers by introducing a unique internal language.
ROLLS
PALETTES
BUNDLES
Note: These illustrations only serve as an example of potential glyph designers. Final designs will be created collaboratively to best represent all products and services that need to be depicted.
ADDITIONAL STANDARD ICONS If icons are needed for the web experience, a simple style like the ones shown year are recommended.
Visual Strategy | Greenleaf Paper
Onward | October 2016
Photography GENERAL GUIDELINES • Avoid overly stylized and manipulated imagery because it’s not authentic. • Favor warm lighting over cool lighting. • Express depth with a mix of focused and blurry elements using selective focus. • Enhance experiential aspects, such as the environment, and product detail. • Don’t overwhelm by saying in many photos what you can say in just one.
Visual Strategy | Greenleaf Paper
Onward | October 2016
Putting it all together
Technology changes? Details you don’t have to worry about.
No nonsense guarantee. If you aren’t 100% satisfied with any aspect of your paper supplies, we’ll make it right. No if ands or buts about it.
About our industrial products Paper Rolls Sheets & Palettes Bundles & Strips
Visual Strategy | Greenleaf Paper
Onward | October 2016
Putting it all together
Built on reliability since 1987 Learn more about us
Talk to a real person. Send us a message and we will be in contact soon.
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Technology changes? Details you don’t have to worry about. New printers, new roll types, new paper grades… it’s a lot to keep up with! Our team stays on top of the latest technology and cutting edge products to help keep your receipts running smoothly and your business up-to-date. Learn more ⊲
Visual Strategy | Greenleaf Paper
Onward | October 2016
Messaging personality
SIMPLE: EFFICIENT, CLEAN, DIRECT Like this: Bottom line - Fits all OEM makes and models - Ready for quick turnarounds on any order size - BPA free and sourced responsibly
PROGRESSIVE: IMAGINATIVE, FLEXIBLE, MODERN Like this: Technology changes? Details you don’t have to worry about. New printers, new roll types, new paper grades… it’s a lot to keep up with! Our team stays on top of the latest technology and cutting edge products to help keep your receipts running smoothly and your business up-to-date.
Visual Strategy | Greenleaf Paper
Onward | October 2016