Branding Manual
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BRAND LOGO COLOR TYPOGRAPHY IMAGERY ADVERTISEMENTS
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Beyond the Basket is a vintage consignment store meant to bring back the trend of picnicking. The company supplies anything from grills, to sports equipment, to lawn chairs or blankets. For the personality of this particular company it is a family friendly and overly welcome brand. We strive to make everyone’s day just a little bit better with the help of supplying him or her with lightly used retro picnicking supplies. Our entire inventory comes from those in the community giving back to those around them. We buy nothing from the store yet receive all donations to stock the shelves. The tone of this brand is uplifting and welcoming. We strive to achieve that feeling of a community coming together for a good time and sharing the wealth of their belongings. The colors used through out give off a soft and comforting feel allow everyone to get a chance to come and experience the excitement that is Beyond the Blanket. The typeface used shows off our more retro side. Our philosophy here at Beyond the Blanket is that by the end of everyone’s experience here at our store they leave with a smile on their face and an item in their basket.
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1.5”
1”
1.5”
1.5”
1.5”
LOGO CLEAR SPACE
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COLO R
BLACK AND WHITE
RE VE RSED
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LOGO do’s
FOR ALL YOUR PICNIC NEEDS
TAGLINE You don’t have to always have a tagline, but if you do make sure it stays underneath the logo and centered.
COLOR One may change the color of the logo, but only to one of the three colors given.
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REVERSED COLOR If applying the logo onto an image or a surface where one may not be able to see the logo, the colors can be reversed to white or black.
SIZE You can change the size of the logo as long as it is still visible and able to read.
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LOGO Don’ts
FOR ALL YOUR PICNIC NEEDS
TYPE Only use san serif when changing the font for the tagline.
Serif goes against the modern feel.
PLACEMENT Do not rotate or reflect the logo. It is meant to sit flat and would not be legible if reflected. Here is an example of a rotated and reflected logo.
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DISTORTION When sizing the logo it cannot be distorted or scaled unevenly. Here is an example of a stretched design.
DROP SHADOW Never use a drop shadow on the logo or anything else involving this brand.
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color color color color color
PANTONE 5773 C
R- 137 G- 145 B- 99
C- 48 M- 31 Y- 70 K- 7
PANTONE 7751 C
R- 204 G- 181 B- 73
C- 22 M- 23 Y- 86 K- 0
PANTONE 7464 C
R- 159 G- 208 B- 203
C- 38 M- 4 Y- 22 K- 0
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lemon/milk 37 ABCDEFGHIJK LMNOPQRST UVWXYZ NEUTRA TEXT BOLD
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “!@#$%^&*()
NEUTRA TEXT BOOK
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 “!@#$%^&*()
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headlines logotype
Neutra Text Bold is also a san serif that provides easily legible body copy. It can be used for sub-heads if used in all caps.
Neutra Text Book is only to be used for body copy. It’s sleek and relatable to the rest of the brand.
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imagery do’s
Images of nature and the outdoors.
Images of children or families enjoying a picnic or the outdoors.
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Images of items that you could find in the store.
Friends or Family enjoying time together.
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imagery dont’s
No sexual content .
No illustrations. outdoors.
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No black and white photography.
No paintings.
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advertisement
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COLOR The colors through out the advertisement flow well with the brands color scheme. There are few dramatic changes in color, there for allowing any color of the brand to be used for the logo in the bottom right corner.
TYPE For the headline and subhead the typeface Lemon/Milk was used as instructed in the typography section of the manual. The body copy remains Neutra Text Book for clear and crisp legibility.
IMAGERY The imagery shows exactly what the headline is trying to convey. That a picnic can be anywhere with the people you love. Also the type of products sold in the store can be seen in the image.
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Brochure Layout
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COLOR The color through out the brochure follows the color scheme of the brand. The logo has been placed on the cover in the blue basket. All the colors through out the image reflect the three colors given for this brand allowing for consistency.
TYPE For the headline, the typeface Lemon/Milk was used as instructed in the typography section of the manual. The body copy remains Neutra Text Book for clear and crisp legibility.
IMAGERY The imagery shows off three different settings of a picnic all of which could be accomplished if one visited the store, Beyond the Basket. They are happy yet calm images that bring a sense of relief and comfort. Each with cooling tones to attracted a costumer.
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