The Heart of Who We Are We are a for-profit company on a mission! Each year, we donate 10% of net profits generated through chocolate purchases to organizations that support species, habitat and humanity. Each organization we partner with can count on a minimum, guaranteed donation of $10,000.
Ethical Trade Standard The ingredients we choose represent our commitment to species, habitat and humanity. Cacao used to create our All-Natural and Organic Chocolate products is grown by farm cooperatives that foster responsible labor practices, community enrichment and sustainable farming. Our ethical trade criteria ensure fair wages for cacao farmers. No slave labor is used in the growing and harvesting of cacao used in our chocolate.
Supporting Forests We only buy cacao grown in the natural shade of rich, biodiverse forests. Choosing our ethically traded chocolate is one way you can help support sustainable forest farmland and the species that flourish there.
Design Brief
02
Signature
04
Signature Misuse
06
Corporate Font
08
Corporate Colors
10
Stationery
12
Products
17
Design Brief
2
Background
Standout
Endangered Species Chocolate prides itself in their cause. All cocoa is ethically traded and each year they donate 10% of their net profits generated through chocolate purchases to organizations that support species, habitat and humanity. Each organization they partner with can count on a minimum, guaranteed donation of $10,000. The ingredients they choose represent their commitment to species, habitat and humanity. Cacao used to create their All-Natural and Organic Chocolate products is grown by farm cooperatives that foster responsible labor practices, community enrichment and sustainable farming. Their ethical trade criteria ensure fair wages for farmers. No slave labor is used in the growing and harvesting of cacao used in their chocolate.
This design and brand will stand out amongst the mass producers of chocolate by how it conveys the company’s message. Endangered Species Chocolate gives back to the community, therefore, the signature design needs to hint at this idea. Also, the materials used need to show that they practice their own beliefs.
Target Audience
Illustrations will be clean and slightly abstract, forcing the viewer to take a closer look for the deeper meaning and message that it conveys.
Environmentally conscious consumers who love great chocolate, animals and the conservation of wildlife and our planet.
Brand Identity This brand will be environmentally conscious with the use of color, material and content and will communicate an overall organic look and feel.
Graphic Layout Typography will be minimal to show a clean design. The symbol will need to incorporate the cocoa plant as well as the animal aspect of the endangered species. Colors will revolve around the natural hues of chocolate as well as a green environment.
Material All material used will be environmentally friendly. Recycled paper will be the base for all printed media and merchandise. This will be easy to manufacture as well as transferable to other media and chocolate products.
corporate message
info & presentation
style & design
logo
3
Corporate Company
Main Competitor
RE Design
Type
Sans Serif Lower Case
Serif Caps
Sans Serif Lower Case
Use
Playful / Feminine
Sophisticated
Informal / Simplistic
Consistency
No
Yes
Yes
Typeface
Meta Regular / Bold
Alexon Medium
Liberation Sans Bold / Mana
Focus
“endangered�
Sophistication
Logotype and Color
Consistency
No
Yes
Yes
Presentation
Slightly Off Center / Grouped
Centered
Organic / Loose
Playful
Upscale
Eco Friendly
Consistency
Message
Yes
Yes
Yes
Lower End / Organic
Upscale / Sophisticated
Playful / Organic / Appealing
Message
Associations
Color Choice / Geometric Shapes
Typeface
Color Choice / Organic Symbol
Consistency
Yes
Yes
Yes
Signature
4
The Endangered Species Chocolate signature was created to show the uniqueness of our company. It is used on all forms of media which include, but are not limited to, company products, web, merchandise, stationery and advertisements. This signature represents our new identity and consists of three elements: the symbol, logotype and the use of color. These three elements work cohesively in a unified arrangement and represent our company and our company’s values. The arrangement must never be altered beyond the specific guidelines given in this manual in order to ensure brand recognition.
The specific details of the signature design are simple. The leaf design represents the cacao leaf and presents an organic quality. A shape of a paw is cut out through the image of the leaf to show the company’s relationship with our main goal, to protect and preserve endangered species. The typography was utilized in a way that is clean and does not distract from the symbol. There are several color variations depending on the media in which the signature will be used but the primary signature consists of two main colors: green, which represents a green environment, and brown, which symbolizes our delicious chocolate.
5
Clear Space In order to set it off from other elements, the signature should always be surrounded by an adequate amount of clear space. The dashed outline surrounding the signature above indicates the minimum amount of clear space that must surround the signature in all applications. No other element may be present within this space. This includes type, illustrations, photos or the edge of the surface on which the signature is displayed. Any exceptions require prior approval.
X X
Minimum clear space is specified in units of “X.” X equals the entire height of the “s” in your design solution.
Minimum Size As the signature becomes smaller, it also becomes more difficult to read and recognize. The minimum allowable size is shown below. Less detailed types of reproduction (e.g., newspapers or screen-printing) may require larger sizes. fig. 1 1” for the type with symbol 2 3/4” for the symbol only
1”
3/4”
fig. 1
fig. 2
Corporate Font
6
To help establish a consistent look and feel across a broad range of implementation materials, one type family has been selected for use on all media. It is called Liberation Sans. Together they provide for a great deal of versatility. Specimens of the most commonly used typefaces within this family are shown. Numerous versions of Liberation Sans are produced by different manufacturers. All fonts used should match the samples shown on these pages. Do not substitute other typefaces in place of those specified. Never scale, condense, expand or otherwise modify any existing letter forms. If special circumstances require the use of other typefaces, contact the Design Department for approval.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
7
The examples on the left are Liberation Sans Regular and Regular Italic. On the right is Liberation Sans Bold and Bold Italic. These four variations of the same type family are to be used for all media. Because there will be just one type family, the Endangered Species Chocolate look will feel consistent and clean. This will allow our product to speak for itself and will also provide room for additional design elements, such as but not limited to: animal patterns, organic swirls and shapes.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
Corporate Colors
8
Two-Color Signature Use this version whenever possible. The signature is reproduced in two colors.
One-Color Signature Use this version whenever two-color reproduction is not possible. The entire signature prints in one color. If these colors are not available, other similar colors are allowed as long as the signature is clearly visible. Background color varies depending on the type of chocolate and, or product.
The symbol may be used by itself as a graphic element in circumstances where the complete logo is present somewhere in the design piece.
9
Color System (Main Corporate colors plus complimentary subgroup) The Endangered Species Chocolate has developed a comprehensive color system to help establish a consistent look and feel across a broad range of implementation materials. This color system consists of two separate color palettes. Each of these palettes has been designed to reinforce specific emotive values associated with our products and services. The two palettes are extremely flexible, and can be applied in a variety of ways to unify families of materials, such as brochures. Try to use these suggested colors whenever possible.
Color Reproduction All colors specified throughout this manual are referred to as Endangered Species Chocolate, or E.S.C. colors. E.S.C. colors are always reproduced by matching approved color swatches supplied by the Design & Print Services Group. Equivalent matches using other color-matching systems (e.g., CMYK for print and RGB for web) are given in the chart opposite. These equivalent specifications may need to be modified to adjust for production variations.
Primary E.S.C. Colors
CMYK
RGB
C:67 M:34 Y:90 K:162
R:94 G:122 B:56
C:49 M:64 Y:100 K:5
R:89 G:59 B:0
Secondary E.S.C. Colors
CMYK
RGB
C:18 M:57 Y:98 K:32
R:204 G:122 B:23
C:0 M:0 Y:0 K:100
R:0 G:0 B:0
The samples shown on these pages and throughout this manual are approximate matches for the actual E.S.C. colors. Do not use them for color proofing. Use swatches specifically provided for color-matching purposes.
Stationery
10
chocolatebar.com
Letterhead
Savor chocolate. Save our planet.
Approved letterhead formats are shown opposite and on the following pages. All letterhead use the same basic layout, colors and type specifications. The preprinted nomenclature present on a letterhead varies, depending on the specific origin of the document. For example, corporate letterheads, program and department letterheads, each possess different nomenclature. A range of examples is shown on the following pages.
Word Processing Word processing specifications for the letter itself are given in the examples. They illustrate the correct organization of contents, approved typeface, line length and spacing.
ndangered Species Chocolate E 1300 East Ivory Street Indianapolis, IN 46240
. 317. 387. 4372 P F. 317. 387. 5372
11
Corporate Letterhead All corporate letterheads are reproduced using the specifications given below, and in approved templates.
chocolatebar.com
1.25”
Savor chocolate. Save our planet.
October 01, 2010
Type: Stock:
8.5” x 11” 9.5 pt with 11 pt leading Liberation Sans, upper and lowercase, left aligned with a jagged right, normal spacing. One line space between paragraphs. Strathmore Paper, Natural White Blend, (C:04 M:06 Y:15 K:60), 30% recycled, wove, basis 24lb.
Printing: Three color offset lithography in Endangered Species Chocolate Corporate Brown, Green and Caramel.
C:49 M:64 Y:100 K:5 C:67 M:34 Y:90 K:162 C:18 M:57 Y:98 K:32
Standard multiple pages are reproduced using the specifications given below, and in approved templates. Always align the letter with the address ending directly above the fold line as shown in the example. Line width should not go beyond 4.5” wide and 7.5” deep.
fold line
Dear Mr. Katsis, The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 9.5 pt. Liberation Sans Regular, with 11 pt. leading. If Liberation Sans is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.
7.5” deep max
Size:
Dimitrios Katsis 524 Red Finch St Walnut Creek, Ca 94545
The left edge of the date is aligned with the right edge of the logo and the top edge of the date is aligned with the bottom of the logo. Skip two spaces and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter. The body of the letter should not be deeper than 7.5 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 4.5 inches. Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.
fold line ndangered Species Chocolate E 1300 East Ivory Street Indianapolis, IN 46240
Sincerely
Gina Padgitt Design Consultant
. 317. 387. 4372 P F. 317. 387. 5372
4.5” wide max
Stationery
12
Personalized Letterhead
Page Number
Personalized letterhead is reproduced using the specifications given below, and in approved templates. This is a corporate letterhead, with a personalized name and title listed above the symbol and top fold line. The name begins in line with the E.S.C. address and contact information.
The page number indicator is placed in the lower right side of the symbol. It is strictly for any and all pages following the first page and omits the address, phone and fax number. The number aligns with the bottom of the leaf, minus the stem, and the far right side of the symbol as indicated below.
chocolatebar.com
chocolatebar.com
Savor chocolate. Save our planet.
Savor chocolate. Save our planet.
October 01, 2010 Dimitrios Katsis 524 Red Finch St Walnut Creek, Ca 94545
Perry Constance Owner
fold line
Dear Mr. Katsis, The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 9.5 pt. Liberation Sans Regular, with 11 pt. leading. If Liberation Sans is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence. The left edge of the date is aligned with the right edge of the logo and the top edge of the date is aligned with the bottom of the logo. Skip two spaces and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter. The body of the letter should not be deeper than 7.5 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 4.5 inches. Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title. Sincerely
Gina Padgitt Design Consultant
fold line ndangered Species Chocolate E 1300 East Ivory Street Indianapolis, IN 46240
. 317. 387. 4372 P F. 317. 387. 5372
2
13
Envelopes Standard mailing envelopes are reproduced using the specifications given below, and in approved templates. Always align the recipient’s address with the top of the symbol and the “C” in “Chocolate” as shown in the example.
1300 East Ivory Street Indianapolis, IN 46240
Dimitrios Katsis 524 Red Finch St Walnut Creek, Ca 94545
Size: 4.125” x 9.5” with a square flap Stock: Strathmore Paper, Natural White Blend, (C:04 M:06 Y:15 K:60), 30% recycled, wove, basis 24lb. Printing: Two color offset lithography in Endangered Species Chocolate Corporate Brown, and Green.
Stationery
14
Mailing Labels Standard mailing labels are reproduced using the specifications given below, and in approved templates. Always align the recipient’s address with the top of the symbol and the “C” in “Chocolate” as shown in the example. Size:
3.5” x 5”
Stock:
Strathmore Label (8.5” x 11”), Natural White Blend, (C:04 M:06 Y:15 K:60).
1300 East Ivory Street Indianapolis, IN 46240
Dimitrios Katsis 524 Red Finch St Walnut Creek, Ca 94545
Printing: Two color offset lithography in Endangered Species Chocolate Corporate Brown, and Green.
Business Card Business cards are reproduced using the specifications given below, and in approved templates. Always align the contact information to the “C” in “Chocolate.” The personalized name aligns with the “e” on the left and on the same lines as the contact information as shown in the example.
Size:
2” x 3.5”
Stock:
100% recycled card stock, basis 100lb.
Printing: Three color offset lithography in E.S.C. Corporate Brown, Green and Caramel. perry constance
owner
c. 317. 387. 4372 e. perry.c@gmail.com
C:49 M:64 Y:100 K:5 C:67 M:34 Y:90 K:162 C:18 M:57 Y:98 K:32
15
Who could resist supporting endangered species and habitats when you can purchase one of many products available with our new signature. Not only are our products made from recycled material but it also gives consumers yet another chance to show their support. These are just a few examples of how the Endangered Species Chocolate Corporation Signature will look on a variety of merchandise and products.
Savor chocolate. Save our planet.