Our Brand
Mission Statement
Vision 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.
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.
Our Pact
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.
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.
Target Audience
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).
Logo Treatments
Logo Treatments with Type
primary logo treatment
Logo Treatments with Type
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:
to be used in size 18 or larger only.
abcdefghijklmnopqrstuvwxyz Web: Garamond abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Secondary: Gill Sans Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Gill Sans Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
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. Secondary Font: To be used for all body copy longer than one or two sentences.
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 don’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 & Illustrations
Patterns & Illustrations