P.S. Press Brand Book by Karyn Harmon

Brand Book

Contents: Our Brand

Logo Treatments

Typography

Color Palette

Patterns

Applications

Our Brand

Mission Statement Our mission is to enable genuine and heartfelt interpersonal communications. In order to fulfill this mission, in our stationery line, we create stationery for a variety of occasions and events that make people want to write a note and love receiving them. In our custom work, we design and print communications to fulfill the needs and desires of our clients, with expert quality and attention to detail in all our work. We are devoted to improving interpersonal communications through quality printed goods. We want to provide a fantastic experience for our clients, whether you are choosing a birthday card or planning your once in a lifetime wedding invites. Our desire is that our customers will consistently experience a care and commitment to our clients. We see each client as a person, not a penny in the bank.

Our Pact Our brand promise is to provide quality printed materials for our customers. If they are not completely satisfied, we will knock ourselves out to improve our work until they are satisfied. If you are they type of person who gets fed up with voicemail rabbit trails and incorrect orders, we understand you completely. Our goal is to remain human. If growing big and rich means losing our ability to care about each client, then we are content with staying small and poor. We want you to depend on quality products from us, every time.

Personality Lighthearted, classy, down-to-earth, simple, clean, organic, blunt, tactile, playful. 3

Our Brand

Vision Statement You will receive distinctive, one-of-a-kind materials, with one-on-one attention to go with them. Every paper that leaves our studio is crafted with personal care and attention to detail in order to deliver a consistently quality product into your hands. Our vision is to restore a candor and veracity to our interpersonal communications that has gone missing somewhere between instant messages and tweets. With this goal in mind, we confront each project with an artful eye and an attentive imagination. Our customers feel that we offer quality products and attentive service. They feel that we listen to exactly what they have in mind and help find the solution for what they are looking for.

Target Audience

Our target audience is anyone who communicates with other people (which we believe should be everyone) and the local businesses that they frequent. Our customers are those who care about meaningful communication, substantive conversations, and tactile beauty.

Goals

In five years, we aim to be selling our stationery line on the web and in fifty small businesses in Michigan and the neighboring regions. We will begin building our wholesale clientele by developing ten cards in our card line and bringing samples to local businesses that fit our market. As they show interest, we will offer a promotional first order. We will also attend 2-4 gift shows per year, at least one of which is a strictly stationery show. We will be creating ten new wedding invitation styles per year and selling custom invitations, business cards, and other custom work on the web (Etsy and business website).

Our Brand: personas

the Planner

the Communicator

the Owner

The Planner is in her mid-twenties and is planning her wedding. As this will be her one and only wedding, she wants it to be memorable, festive, and classy. The Planner cares about each person who is invited and wants them to feel honored to receive an invitation. She would rather send a letter than an email meet for coffee rather than send a text. She cooks her own meals, brings her neighbors cookies, frequents used bookstores, and tries her hand at gardening in the summer months.

Correspondence is a key part of daily life for the Communicator. In her work and her private life, she interacts with people of all kinds and invests in them deeply. Because she meets with 5-10 people on daily basis, the Communicator must be extremely organized. She values long-term relationships, birthdays, milestones, and anniversaries. Her friends and acquaintances unanimously recognize her as an encourager. She typically gives or sends cards on a weekly or twice-weekly basis, is married and in her mid-40â&#x20AC;&#x2122;s.

The Owner is the buying manager for a local business (no more than 5 locations). He is interested in bringing unique products to his business that his customers will not be able to find anywhere else. Qualities that are important to him include visibility, display capability, ease of shipping, cost, quality, speedy order fulfillment, and re-order potential. He tries to carry locally made products whenever he can, but has found that local manufacturers are often disorganized, slow, and hard to work with. He doesnâ&#x20AC;&#x2122;t have time for this sort of operation. As a small business manager, he is a busy man, often distracted, and doesnâ&#x20AC;&#x2122;t have much time for recreation and unnecessary chitchat. He attends 2-3 gift shows each year to scout new products for his store.

Our Brand: touchpoint strategy packaging

store displays

display stationery

custom

blog

product design

web

bridal

webstore

business cards

collateral samples

gift shows

letterhead

publicity local publications wedding planners

partnerships local businesses

personal word of mouth

local business visits

Logo Treatments

primary logo treatment

Logo Treatments

secondary logo treatments

Logo Treatments with Type

title treatments

Proportions of the title copy may not be altered, but positioning and size may be.

Typography Primary: Old Style 1 abcdefghijklmnopqrstuvwxyz old style small caps:

Tracking: For OldStyle, tracking should be increased as necessary to make copy more readable. For OldStyle small caps, tracking should always be increased to 25.

to be used in size 18 or larger only.

abcdefghijklmnopqrstuvwxyz Web: Garamond abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Secondary: to be used for all body copy longer than one or two sentences.

Gill Sans Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Gill Sans Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Color Palette Neutral

COOL CREAM Pantone Cool Gray 1C CMYK 13,10,12,0 RGB 218,217,215 hex f48a00

DEEP NAVY Pantone 7546C CMYK 86,69,50,46 RGB 37,55,70 hex 253746

dynamic

MUSTARD Pantone 114C CMYK 2,9,86,0 RGB 253,221,63 hex fddd3f

ORANGE Pantone 144C CMYK 1,55,100,0 RGB 244,138,0 hex f48a00

FRESH GREEN Pantone 382C CMYK 35,0,99,0 RGB 179,211,55 hex b3d337

Logo Colors: Colors may not be changed in the logo. When more than one color is used, neutral colors should be used in combination with the dynamic colors.

Background Colors: Neutral colors only may only be used as background colors for type. Never use dynamic colors as background. Dynamic colors may be used behind the logo on envelope labels, packaging, and other applications.

Type Colors: Type should be in Deep Navy whenever possible. If the document is in grayscale, copy may be black. Other colors should only be used for type when in a title or the business name.

Is this it? Shades of the defined colors may be used as well, but donâ&#x20AC;&#x2122;t use more than three colors in one graphic or logo representation. Use the neutral colors as a foundation with pops of the dynamic colors for accent and movement.

Patterns

Applications: letterhead

p.s. press

517.643.0999

pspress@gmail.com

6100 Mack Road, Howell, MI 48855

www.pspressprints.com

Applications: business card

Applications: responsive web layout

Applications: brochure

Applications: packaging

Applications: banner

Applications: web ad