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BRAND GUIDELINES
Creating healthier communities,
one hive at a time.
Contents Beginnings Our Story Hum Manifesto
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Identity Color Logo Patterns Typography Illustrative Icons Photography Style Letterhead Suite
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Product The Hive
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Experience Direct Mailer Website Welcome Box Welcome Booklet
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Hum in the Wild Hum Community Visability Pike Nursery Hum Honey Festival Additional Marketing Support
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Beginnings
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Our Story It all started with a slice of toast, and the collapse of Wall Street. After the financial bust in 2008, Lily Humbolt was out of a job. Formerly an environmental lawyer, she saw this as an opportunity to ditch the big city and actually spend time in the environment she spent her life protecting. She wanted to get back to her agricultural roots. Lily’s Grandad had been a farmer his whole life. So she dragged her husband, Steve, to suburban Georgia for some fresh air. Steve didn’t mind, his woodworking shop folded, too. Now there’s something you should know about these two: Lily loves toast and honey, and Steve loves Lily. So on one humid Georgia morning, much like the others, Steve whipped up Lily’s favorite breakfast food. This got Lily thinking, about Steve, and about bees. How sweet Steve was to trek all the way to the farmer’s market every week, and how silly it was he had to. Afterall, bees were all around. So Lily bought a beehive. And with some meticulous networking, she got to know beekeepers all across Georgia. Trading tips and tricks, her hive thrived. Soon her neighbors wanted a slice of bees. Not just for honey either, but because bees pollinate plantlife all across the community, they make it a more vibrant place to live. But beekeeping ain’t for laymen. It’s hard work. And as Lily’s beekeeping pals were always complaining about not having enough space to plant their hives, Lily had an idea. Thus, Hum was born. A network that connects homeowners to beekeepers.
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Hum Manifesto We are the bee people. A bit strange. Strange to raise a creature that pollinates instead of cuddles. Or thousands of them. But it’s bigger than bees. It’s about the flowers, the cows, the crops and the communities. It’s about people, too. So call it a selfish act if you must. We care about bees because we need them. And right now, bees need us. Their populations are in free fall and that affects all of us. Someone needs to take the reigns. A lot of us. Hive by hive, and one backyard at a time, we’re out to create a better environment and build a better home for all of us.
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Identity
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Primary Color Palette
C: 3 M: 11 Y: 7 K: 0
R: 243 G: 226 B: 224
C: 18 M: 13 Y: 0 K: 0
R: 205 G: 211 B: 235
C: 7 M: 1 Y: 9 K: 0
Our soft scheme with pops of electricity from the yellow hues evokes a bright field of wildflowers perfuming the air. Without feeling juvenile, it’s soft and approachable while also remaining a bit fashionable. C: 80 M: 62 Y: 1 K: 0
C: 4 M: 1 Y: 61 K: 0
R: 40 G: 57 B: 149
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R: 242 G: 234 B: 18
R: 227 G: 241 B: 222
Secondary Color Palette
C: 7 M: 10 Y: 8 K: 0
R: 209 G: 196 B: 195
C: 0 M: 4 Y: 2 K: 0
R: 253 G: 237 B: 235
C: 13 M: 10 Y: 78 K: 0
R: 209 G: 196 B: 42
C: 2 M: 0 Y: 49 K: 0
R: 239 G: 231 B: 141
C: 18 M: 7 Y: 20 K: 0
R: 200 G: 211 B: 197
C: 2 M: 2 Y: 2 K: 0
R: 243 G: 247 B: 243
C: 14 M: 10 Y: 5 K: 0
R: 175 G: 180 B: 198
C: 3 M: 2 Y: 0 K: 0
R: 219 G: 225 B: 242
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Logo Treatment
The Hum identity is tied to the form of the very hives that give us our purpose. Blocky isometric letters come together to create the mark, insinuating the buzzing hum that emanates from all of our hives. The legs and arms of our H and M suggest the vertical slats of the internal components of the hive.
The outline version of our logo in our darkest blue hue is used to create a pattern later seen in our company letterhead, as well as ghosted over images in our web experience.
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In many instances we combine our company tag with the logo, the phrase “bees for all� zoom into the hive. Literal, but delightful.
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Patterns
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Logo lockup with the outline pattern, used primarily in our company letterhead.
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Outline pattern and full color pattern. Our outline can be colorized to many hues from the palette, and is utilized as a design element overlaying images as well as in the company letterhead and interior of welcome box. The full color pattern is used for moments of vibrancy and fun, notably on event posters, digital ads, the direct mailer, welcome materials and product labeling on welcome gifts.
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Typography Quiche Text 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 0 1 2 3 4 5 6 7 8 9 Quiche Text Medium 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 0 1 2 3 4 5 6 7 8 9 Quiche Text Light 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 0 1 2 3 4 5 6 7 8 9
Quiche was selected as our headline text, and in particular Quiche Medium, for its honey drop-like terminals. Quiche Text Bold carries more sass with it’s distintive thicks and thins, making it the perfect choice for our most important headlines and call’s to action.
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Bariol Regular 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 0 1 2 3 4 5 6 7 8 9 Bariol Light 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 0 1 2 3 4 5 6 7 8 9 Bariol Regular 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 0 1 2 3 4 5 6 7 8 9
Bariol feels like a friendly sans serif counterpart to the stylish Quiche, with rounded terminals and dewy curves.
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Illustrated Icon Style
Keeping in line with the outline version of our pattern, we use line drawings for any icons we need to illustrate steps in the process along the way, or sometimes as a simple adornment. We’ve kept the same stroke with the same roughened edges as in the two primary patterns.
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Photography Style
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Equalizing, vibrant, cool yet welcoming, our duotones of various hues from the palette let us stylishly show snaps of life with Hum. It allows the customer or newcomer to Hum to feel enveloped by the brand but not alienated. Much of the photography is presented in a square, full bleed fashion. This is primarily the case in our print media, such as the direct mailer and welcome booklet. Online, it’s not necessary, but there is still tendency towards full bleed when imagery is used.
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Hum Letterhead
Hum’s letterhead reflects the simplicity and friendliness of our brand. The variety of business cards showcases both the pattern and the color palatte.
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Product
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The Hum Hive
We love our hives. Clean, customizable, we have based entire campaigns on the art you can create on your beehives. They’re pretty stylish on their own, too. These hives are why we’re here; bees need our support, and why not help out! It benefits us all.
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Experience
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Direct Mailer
Booklets are sent to homes in the radius of participating Hum beekeepers to introduce our concept to potential customers.
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Website
The web experience first and foremost helps the customer on their way to owning their Hum hive. Its secondary function is informational. Visitors looking for more information will leave inspired to take action and be informed about the plight of bees and needs of beekeepers.
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The landing page (left) leads by highlighting the issue Hum is most passionate about: bees. Hum presents the larger problem, then follows with our solve. Our cheery, optimistic color palatte leads the way, infusing the dire apiary issue with a sweet but not too sweet dollop of hope. “Before you start� (right) preps the customer to double check their yard is as prepared for bees as they are, walking you through the requirements outside of just falling in the right zip .
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Grab Your Hive
The process of getting your hive is as easy as five steps! Match up your availability with your beekeeper, and await your welcome box. The process is as hands off for the customer as possible.
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Customer Portal
Setting up beekeeper appointments to harvest your honey and maintain hive health is easily done through the customer’s portal. A honey countdown let’s them know when the next batch is heading their way, and they can email their beekeeper or request another hive as well.
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Welcome Box
Our cheery welcome box greets newcomers with a cheeky hello, immersing the customer into the full Hum experience.
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The contents are even more yum as the outside of our packaging, with a lemon tea and mint scented candle, bee balm and honey wand as a scrumptious gift to new Hum customers.
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Website
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Welcome Booklet What’s in the Box? We brought gifts. Inside, you’re looking at that funny spindly thing. That’s so wonderfully termed a “honey wand.” Use it to scoop and dish your first batch of backyard honey. We also included organic honey bee balm. Use it to moisturize your hands, lips or wherever feels right. Finally, we hand-poured a beeswax candle for you. Go ahead smell it. The sweet aroma of tasty honey will radiate throughout your home. Enjoy.
Welcome booklet greets our newest customers from inside their gift received after joining. They are then introduced to their beekeeper, as well as given a recipe to try as soon as they receive their first batch of honey.
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Meet Ellen Your personal beekeeper has arrived! With over 10 years of experience, and having managed dozens of colonies, Ellen is the B Queen. Her license plate says as much. Her territory expands to the outskirts of suburban Atlanta, as well as deep within the city. The bees in your backyard are in great hands. If you happen to spot her while she’s working, offer a friendly hello, or a lemonade -- strawberry is her favorite. She’ll probably ask you about your star sign or show you a picture of her three beautiful kids.
Hum Recipe #034: Blueberry Bee Sting 1 ½ oz vodka (We love our local option from Fourth Ward Distillery) 1 oz fresh lemon juice ¼ cup blueberries ¼ oz honey 2 oz club soda Ice Fresh blueberries and lemon slice for garnishing. Place the blueberries, lemon juice, and honey in an 8 ounce glass. Muddle until the blueberries are mostly broken down. Add vodka and shake well, then strain into a glass with ice. Add club soda and garnish with blueberries and a lemon slice, if desired. Cheers!
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Hum in the Wild
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Murals
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Hum Community Visibility
Various marketing pushes introduce Hum to each city. Wide scale murals by local artists, beehive greenway takeovers and artist decorated hive installations at notable places around town all give a friendly hello to a new Hum city.
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Pike Nursery
Hum’s partnership with Pike Nursery in Atlanta is just one example of the brand joining with locally owned nurseries across our markets, displaying a commitment to bee-awareness. Signage highlighting bee-friendly flora directs those with hives to where they need to be to cultivate the healthiest yard for their bees, while also increasing brand awareness in town.
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Hum Honey Festival
The Hum Honey Festival is where all of our marketing efforts align. The murals and painted hives decorated by promient local artists that have been spotted around town, the displays in Pike Nursery, all come together for a festive day of honey tastings, bee-friendly flower planting, toe-stomping musical acts and a mini farmer’s market.
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Hum Honey Fest 2018
Hum Honey Hub
Arts & Crafts Fair
Bluegrass Stage b ees f or
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BERNE ST. SE
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Food Truck Park
Bee-Friendly Planting
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BOULEVARD SE
G r a n t Pa r
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Additional Support
Additional support includes organic local coverage in print publications, digital banners on unique and interesting city publications, and of course, a vibrant social media presence to spread the buzz about the exciting new presence in town.
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