BANANA CHIPS
Table of Content Introduction
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Logo Specifications Size Typography Colors Variations Misuses Business System Envelope Letterhead Business Cards Marketing Website Adverstiment Merchandise
5 6 7 8 9 10 11 12-13 14 15 16 17 18 19
Introduction
Nanos is a company that is dedicated to keeping the user and the environment in mind. The brand represents people who are working to get the best out of their lives. It is approachable, fun and understanding, while at the same time being aware, diligent and responsible. It is important that the brand identity maintains these ideals visually to maintain truth to Nanos. This graphic standard includes information on the do’s and don’ts of using the company brand. It also includes its business system as well as advertisement material for initial promotion. Please refer to this book to avoid any misuses in using our brand.
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Logo Specifications
Size
To avoid the size of the logo from being too crowded or not being shown clearly, these guidlines are to be used when placing it on a piece. There should be a quarter relative to the width of the logo as a minimum clearance from the logo. For example if the logo is 1 inch large, you should place make sure there is nothing 1/4 of an inch around it. The full signature should not be smaller than 3/4 of an inch for print. Do not attempt to recreate the logo and make sure the spacing is like the one with the blue lines.
Tracking : 114
Padding
.25X
Y
.25X
.25X
6
X
.25X
Minimum Size 1 Inch
Typography
Century Gothic Bold
The typography for the company needs to stay consistent when implementing. Centruy Gothic Bold is to be used for the actual word “nanos,” it is important that it stays at a lowercase atall times when using it with it. ITC Avant Garde Gothic Std Extra Light Condensed is to be used for the bottom tag line “banana chips.” Both Century Gothic Regular and Bold can be used with promotional writing, and Italic if needed. When it comes to the business system it is acceptable to use Times New Roman Regular for the letter.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./ ITC Avant Garde Gothic Std Extra Light Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./ Century Gothic Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./ Times New Roman Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./
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Colors
#000000 C= 0 M= 0 Y= 0 K= 100 R= 0 G= 0 B= 0 #ffd900 C= 0 M= 12 Y= 100 K= 0 R= 255 G= 218 B= 0 #fef5c6 C= 1 M= 1 Y= 27 K= 0 R= 245 G= 236 B= 199
These are the main colors to be used when using the logo and its identity. Make sure to not stray from these colors when using the logos. These colors were chosen to make sure that the brand still looks like a banana chip or relating to bananas. If you go too orange on the bright yellow, which is the primary color, it might not read as banana. And since yellow is a difficult color to work with, going any lighter will also result in it being to hard to read. Do not apply yellow to small text that is not bold. The blue, green and red are not to be applied to the logo, but can be used as complementary colors in marketing.
#ffffff C= 0 M= 0 Y= 0 K= 0 R= 255 G= 255 B= 255 #ffd900 C= 0 M= 0 Y= 0 K= 77 R= 0 G= 0 B= 0 #4b74b9 C= 75 M= 53 Y= 0 K= 0 R= 75 G= 116 B= 185 #ed2024 C= 0 M= 98 Y= 98 K= 77 R= 237 G= 32 B= 36 #76ba43 C= 59 M= 3 Y= 100 K= 0 R= 237 G= 32 B= 36
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Variations
There should not be any variation to the logo itself aside from these ones shown on the left. It is important since it is a new company to stay consistent so that the name sticks into the mind of the consumer. If there are too much variations of it then people might not recognize it as the same brand. The banana chip may be used by itself, if there is going to be the name of the brand somewhere else on the piece.
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Misuses
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Dont’s
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1. Don’t move “banana chips” above the logo. 2. Don’t rotate the logo at any angles. 3. Don’t add any effects or drop shadows to the logo. 4. Don’t let the stroke of the banana chip change when resizing. 5. Don’t change the type family or the style of “banana chips.” 6. Don’t change the opacity of the logo. 7. Don’t different colors of the logo. 8. Don’t put nanos right next to “banana chips. Only acceptable on pens. 9. Don’t put the large banana chip image next to the logo. 10. Don’t squash or stretch the logo. 11. Don’t rotate the banana chip. 12. Don’t make patterns with the logotype.
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Business System
Envelope
The Standard #10 envelope, that will be used for sending correspondences will have these specific motifs. The inside will have a yellow patterned color that has outlined banana chips. They must be at this opacity, or else they will be too overwhelming and distracting. The coloring must also not pass the area where the envelope glue goes.
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Sticker
The front of the envelope will not be decorated aside from the logo shown at the top-left corner Do not move these elements around, so that they comply with the US Postal Service guidelines. The back of the envelope will have a yellow rounded triangular flap. Aside from the glue used for sealing the envelope there will be a small yellow banana slice sticker. The sticker is to add personality to the envelope. It must be placed at the tip to give the illusion of being a seal.
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Letterhead
The letterhead has also does not have a lot of decoration that distracts from the most important aspect of the letter: the content itself. This is an example of a longer letter and itâ&#x20AC;&#x2122;s relatio to the margins. The type sould be Times New Roman. The information of the person who is sending the letter will be on the left, next to the recipient. Light-yellow banana chip outlines are used for decoration, so that it ties together with the envelope, but not in the primary yellow, because it distracts.
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Business Cards
Front
Back .125â&#x20AC;? .125â&#x20AC;?
Nanos is very much about promoting the idea of portability, to-go, portions and essentially that small is good. To reflect this idea, the business card will be a roth unded off 2 x 2 square. The actual scale and size are shown on this page. There must be an 1/8 of an inch margin for the information side. For the banana chips side, make sure to not increase the size of the banana chip.
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Marketing
Website
Having a website is important, as it gives information to people who want to find out more about the company and its ideology. Making the information accessible and easy to use, will reflect the truthful ideology that Nanos wants to present. Since the target audience is people who want to take their snacks to go or have busy schedules, it is important that the website adapts to this too. By having a responsive website, users will be able to stay informed any device.
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Advertisement
Nanos is supposed to be a fun company that gives off a quirky vibe but at the same time shows sophistication and a sense of establishment. The promotional display racks at the supermarket are a good place to make the product stand out from all the other snack foods that there are. Depending on what aspect of the brand that is supposed to be sold, the whimsiness and seriousness can vary. It can be visually whimsical or intellectually whimsical, i.e. play on words and or images.
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Merchandise
To sell the brand, donâ&#x20AC;&#x2122;t make it seem like you are selling it explicityley. If you put the logo all over everything then people see themselves as walking advertisements. You want people to want to wear it. By making it apparent that it is Nanos while not overselling it and giving just engough information, people will be more susceptil be to wearing it. The idea of to-go goes hand-in-hand with the limitability of time. By selling a watch it tells the consumer, that â&#x20AC;&#x153;your time is valuable so take us with you.â&#x20AC;?
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Gabriela Araiza Graphic Standard Design 116 Winter 2016 Gale Okumura