Odwalla 2015 Graphic Standards Manual
Odwalla is a pioneer in the premium juice category. Started by a couple of musicians in Santa Cruz in 1980, Odwalla grew from a backyard shed and a local following into a brand that crafts over 40 delicious products for everyone that loves to feel their own vitality.
01 WHO WE ARE
01 WHO WE ARE
Despite our growth, we have kept to our roots in recognizing our environmental impact. We recycle more than 98% of all our trash, and we leave no citrus waste for landfills. And that’s just the beginning.
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02 THE MARK
the variation of fruits used in their juices
The mark was created with Odwalla’s large line of juices involved. It showcases various fruits and vegetables in an approachable design that really gives Odwalla a feeling of freshness and taste.
Audience: The health conscious Families / parents People with active lives a handwritten font to accent the friendly feeling of the illustration
02 THE MARK
02 THE MARK
Key Adjectives: Fresh Active Lighthearted Friendly Tasty Inviting 03
02 THE MARK
B&W
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B&W REVERSED
B&W 02 THE MARK
B&W REVERSED
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03 THE DETAILS
03 THE DETAILS
The mark was created with Odwalla’s large line of juices involved. It showcases various fruits and vegetables in an approachable design that really gives Odwalla a feeling of freshness and taste.
C: 37 M: 90 Y: 27 K:0
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R: 170 G: 64 B:123 #aa407b
ODWALLA CUSTOM FONT 03 THE DETAILS
GOTHAM
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 | BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 | MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 | LIGHT 07
03 THE DETAILS
VERTICAL CLEARSPACE 2x
2x
2x
2x
2x
2x
2x
2x
x
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HORIZONTAL CLEARSPACE 03 THE DETAILS 09
04 THE APPLICATIONS 10
04 THE APPLICATIONS
The new Odwalla Logo can be applied on various applications—aprons, packaging, posters, and other promotional items.
04 THE APPLICATIONS 11
Gabriella Skinner AAU Spring 2015 Course: Branding Principles Instructor: Dean Wilcox