STAY AWESOME After all the hard work put into a cohesive brand design, we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the branding is used in a way that upholds the aesthetic standards and keeps your brand looking professional and consistent.
01.
LUXURIOUS CALM INTENTIONAL MOODBOARD The inspiration for Greenbriar Market + Refillery is calm & luxurious with a friendly and fun attitude. The colors are soothing & rich. Color psychology suggests teal blends blue’s feelings of tranquility with green's feelings of restoration and peace. Combined with shades of greys that elicit a feeling of balance and neutrality, these colors are all representative of how customers should feel in Greenbriar Market + Refillery. BRAND GUIDELINES
MINIMUM SIZE The smallest the logo should be represented is 2" wide.
BRAND GUIDELINES
PRIMARY LOGO Greenbriar Market's primary logo is a simple wordmark. It has an elegant and classic feel, and the combination of serif fonts makes it feel sophisticated, elegant, and friendly. The serif fonts harken back to an old typeset used at a general store, but with an updated feel. Stacking the name allows for a stronger brand identity while still being informative. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Greenbriar Market + Refillery's storefront, products, web presence, ads, and other materials, and enhances the professionalism of the brand. It is essential that the logo always be applied with care and respect in every application according the these guidelines.
05.
SECONDARY LOGOS
SYMBOLS A. monogram solid
Greenbriar Market + Refillery's secondary
B. monogram outline
symbols can be used in place of the
C. monogram circle
primary logo, but should never be used directly next to the primary example. For instance, don't use C. as the profile picture if the primary logo is used for the header. It looks repetitive and isn't a good use of the brand elements. The symbol & monogram can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in text. For example, D. could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.
BRAND GUIDELINES
BADGES D. twig badge E. branch monogram
A.
B.
D.
C.
E.
07.
COLOR USAGE The color usage for Greenbriar Market + Refillery is fairly minimal. The logo will be mostly used in color #004043 against light backgrounds, or white against dark backgrounds. It can also be used in dark grey or black where appropriate.
BRAND GUIDELINES
CLEAR SPACE
R
X
R
R
X
R X
R
X
X
To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd and lessen the impact of the mark.
X
The minimum clear space is defined as the height of the R. This minimum space should be maintained as the logo is proportionally resized.
R
R X
R
X
PHOTO BACKGROUND There are a couple of ways the logo can be used on a photographic background, but each option should be exercised with care, making sure the logo and type aren't obstructed by the image. In most cases, you use either a solid white or solid #004043 logo on top of a background image. TIPS: 1. Photos with shallow depths of field work best. 2. Avoid using busy images with too much detail. 3. Applying a darker transparent overlay on an image helps makes text more readable.
11.
UNACCEPTABLE USAGE A few rules are necessary for maintaing the integrity of the brand. Don't compromise the overall look of the logo by rotating, skewing, or distorting in any way - that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways that you should NEVER consider using the logo.
Don't rotate the logo Don't squash or strech Don't resize any part. Don't place elements in the logo clear space Don't rearrange parts or create compositions that are already not provided. Don't use logo variations next to the primary logo in the same design. Don't use off brand colors. Reference the Color Usage section. Don't add drop shadows or other text styles. Don't contain the logo in a box when used on a background.
BRAND GUIDELINES
A.
F.
B. G.
C. H.
D.
I.
NOW OPEN E.
13.
LOCAL & SUSTAINABLE A refillery that doesn't compromise on quality.
"Buy less. Choose well. Make it last."
BRAND GUIDELINES
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represents the elegant and clean feel of the brand and should be used across all print & web applications.
CORMORANT SC BOLD
CORMORANT SC BOLD
UPPERCASE
Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
ISABELLA GRAND
Isabella Grand
Sentence case
Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
HIND Sentence or uppercase
Hind
Regular or Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 15.
COLOR PALETTE
DEEP TEAL
ASH GREY
HEX: #004043
HEX: #B8C4C3
CMYK: 93, 56, 60, 47
CMYK: 28, 16, 20, 0
RBG: 1, 64, 67
RBG: 184, 196, 195
also serves a psychological purpose
MING
CHARCOAL
by communicating an intentional
HEX: #2E696B
HEX: #252E2E
feeling to your audience.
CMYK: 83, 43, 52, 19
CMYK: 76, 62, 63, 63
RBG: 46, 105, 107
RBG: 37, 46, 46
STEEL TEAL
CULTURED WHITE
HEX: #65898A
HEX: #F7F7F7
CMYK: 64, 35, 42, 5
CMYK: 2, 1, 1, 0
RBG: 101, 137, 138
RBG: 247, 247, 247
MORNING BLUE
RICH BLACK
HEX: #809E9C
HEX: #0A0A0A
CMYK: 53, 28, 37, 1
CMYK: 74, 67, 66, 86
RBG: 128, 158, 156
RBG: 11, 11, 11
Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color
The varying shades of teal and greys are received as rich, luxurious, and calming. But more than that, they represent the values of Greenbriar Market + Refillery. Teal emulates clarity & open communication. While grey and white are refreshing, neutral, and provide balance.
BRAND GUIDELINES
A REFILLERY that is for everyone.
PATTERNS Patterns can be a useful creative tool in expanding and reinforcing a brand's identity. When using a pattern, it should be used sparingly and carefully. The best place to use patterns is in stationery, packaging, and website design. The first pattern built for Greenbriar Market + Refillery is a vine motif that incorporates the greenbrier plant. The monoline pattern communicates a chic design that is elegant but fun. The second pattern of a monogram and twig combination is a classic luxury design that can be seen in many high-end brands. Both patterns can be used in varying combinations of the branding colors to be flexible for many different applications.
BRAND GUIDELINES
BRANDING MOCKUPS These are examples of how your branding can look on a variety of items, from packaging to stationery. With lots of creative choices you are able to create a cohesive & consistent brand across all mediums.
21.
FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to get a hold of us at Terra Digital Agency. These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.
BRAND GUIDELINES
BRANDING & DESIGN
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