Brent Hanifl Fall 2012 AAD 584
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Table of Contents Mission Statement 3 Introduction 3 Glossary 4 Typography 5-6 Color 7 Logo 8 Business Card 9 Letterhead 10 Envelope 11 Display Ad 12 Rack Card 13 Newsletter Nameplate 14
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Mission Statement Cleo Baby Clothing’s mission is to offer high quality designer baby clothing in an assortment of sizes and styles to accommodate children's unique shapes.
Introduction Cleo Baby Clothing collections are created by our all father and mother design team; we draw on inspiration from the children in our homes to ensure each article of clothing is functional and fun with a distinctive Cleo Baby design Our comprehensive clothing line covers all stages of a child's growth. As fathers and mothers, we enjoy when our kids can have a functional and stylish look, we also know that kids are tough on clothes. Our line includes colorful fashion, and everyday wear and more - including summer and spring wear, fall wear and winter wear and other must haves for the little ones in your life.
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Glossary Capital: an uppercase letter of a typeface Legibility: capable of being read with ease Opacity: the transparent percentage of color Baseline: the invisible line on which type sits CMYK: a printing entire spectrum
method
using
four
colors
to
represent
the
Collateral: collection of branded marketing and communication pieces Cursive: type that flows, such as script or italic fonts Font: weight, width, and style of a typeface Format: to apply certain characteristics alignment) to words on the page
(font,
size,
style,
Type Font: a collection of letters, numbers, and/or symbols that share a specific design Watermark - a faded image or text used on photographs to show copyright
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Typography Cleo Baby Clothing uses three typefaces:
Type Font: Erasor Eraser is used for the business card, letterhead, envelope, rack card, display ad, and event poster
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Type Font: Kristi Kristi is a cursive font used for the logo, and display ad.
Courier New is used in the letterhead and business card.
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Colors These colors (CMYK) should be used for all physical and web marketing collateral. Modifying these colors is not allowed except when using for the purpose of watermarking, the colors are an important in branding and aid audience recognition.
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The Logo The Cleo Baby Clothing logo is simple in design. It’s components include the ice cream bar stamp (#7b959e color hex) which utilizes empty white space for design with the Kristi text “Cleo Baby” in white and Kristi text “Clothing” in a #87f0fa color hex. The logo can be used in all forms of communication and marketing materials.
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Business Card Cleo Baby Clothing uses the standard business card measure of 2 by 3-1/2 inches. The fonts used are Erasor, 12pt (tagline and URL) and Courier New, 12pt(contact information). The business card has two sides, the blank side allows for notes and extra written information.
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Letterhead Cleo Baby Clothing uses the standard letterhead measure of 8-1/2 by 11 inches. It uses a horizontal variation of the logo that is also used in the business card and envelope. The fonts used are Erasor, 12pt (tagline and URL) and Courier New, 14pt (contact information).
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Envelope Cleo Baby Clothing uses the standard envelope measure of 4 ⅛ by 9 ½ inches. The font used is Erasor, 12pt (tagline and URL).
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Display Ad Cleo Baby Clothing used the display 2.25" x 3.75" measure. The quarter page display Ad would be used in print and online venues. It only includes the tagline and website address since it is an online marketplace and does not have a physical store or location. The font used is Erasor, (tagline and URL). The display Ad is one sided.
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Rack Card Cleo Baby Clothing uses the standard rack card measure 4� x 9� rack card size, the font used are Erasor, 20pt (tagline, title and URL).The rack card has two sides, the blank side allows for notes and extra written information.
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Newsletter Nameplate The Cleo Baby Clothing nameplate is simple in design. It’s components utilizes the logo which includes the ice cream bar(#7b959e color hex)which utilizes empty white space for design with the Kristi text “Cleo Baby” in white and Kristi text “Clothing” in a #87f0fa color hex. The newsletter nameplate can be used in all forms of email and newsletter communications.
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