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Brand Guidelines HAAWI // Brand Guidelines
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Inside Logo Logo Usage Logo No No’s
Typography Fonts Hierarchy Type Elements Usage
Elements Color Graphic Usage
The Difference Story Positioning and Tagline Mission Keywords
Language Mood + Inspiration Photography
The images used are not owned nor are they represented to be owned by helium creative, inc., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.
VistaBlue Singer Island // Brand Guidelines
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Logo
Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand. helium creative
FINAL LOGO The HAAWI logo is simple and portrays a playful lifestyle and trustworthy brand. Its purity appeals to the variety in women of all ages, while encompassing design and giving back. The logo in its entirety promotes value and inspires others to celebrate the act of giving.
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logo [proper logo usage]
PROPER LOGO USAGE To maintain consistency of your brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage.
COLOR There are four main HAAWI logo forms. A rose gold foil is primarily utilized when the logo is on any printed collateral, while the navy, blush, and white versions are used on imagery and solid brand elements, depending on contrast to keep the integrity of the logo present. Use the blush HAAWI logo whenever possible. helium creative
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logo [proper logo usage]
.55”
165 px
Crafting beautiful products for a better world.
.0.965”
290 px
GIVE O U R S TO RY JOURNAL C O N TA C T
SCALING
The logo can be scaled to a minimum size of .55” wide for printed and digital material. The horizontal version of the logo can be scaled to a minimum size of .965” wide. Anything smaller will make the text and lines of the icon difficult to see. helium creative
SCALING FOR DIGITAL The logo can be scaled to a minimum size of 165 px wide for digital material. The horizontal version of the logo can be scaled to a minimum size of 290 px wide. Anything smaller will make the text and lines of the icon difficult to see.
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1”
1”
1”
1”
1”
1”
1”
1”
PADDING Allow for at least one 1” surrounding all sides of the HAAWI logo to pad appropriately. No competing elements such as text should interfere with this negative space. This rule of thumb also applies to the logo with tagline. HAAWI // Brand Guidelines
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logo [proper logo usage]
1�
GIVE WITH STYLE.
1�
GIVE WITH STYLE.
LOGO WITH TAGLINE The logo used with the tagline is illustrated above. The tagline is used either directly below the logo or horizontal-right. The logo should always be seen first with the tagline secondary. Allow for a minimum of one-inch padding between the logo and tagline whenever they are used together. helium creative
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GIVE WITH STYLE.
GIVE WITH STYLE.
GIVE WITH STYLE.
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logo [proper logo usage]
1�
1�
GIVE WITH STYLE.
GIVE WITH STYLE.
LOGO WITH TAGLINE The horizontal logo used with the tagline is illustrated above. The tagline is used either directly below the logo or horizontal-right. The logo should always be seen first with the tagline secondary. Allow for a minimum of one-inch padding between the logo and tagline whenever they are used together. helium creative
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GIVE WITH STYLE.
G I V EG W Y LSET.Y L E . I VIET H WS I TTH
GIVE WITH STYLE.
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logo [proper logo usage]
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LOGO ON PHOTOGRAPHY When the logo is used over any photography, image, pattern or color it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples or any other examples throughout this book as a guide. The logo cannot stand against busy backgrounds, so be mindful of selecting an image that allows space for it to shine. If necessary, you can scale or manipulate the photograph to give the proper breathing room. Color contrast is also important, making sure the logo is against a background that does not distract or blend in. HAAWI // Brand Guidelines
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logo [improper logo usage]
IMPROPER LOGO USAGE It is easy to ruin a good thing! Don’t let your logo fall victim to inconsistent handling. Always maintain proper guideline standards. The following outlines improper logo usage.
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ADDING ELEMENTS
SKEWING THE LOGO
Adding other graphic elements such as strokes or drop shadows are not permitted.
The logo must always be scaled proportionately. Never skewed or stretched.
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ALTERING THE LOGO
CHANGING COLOR
ALTERING FONT
Don’t mess with a good thing! Let it be. No playing with the sizing, scale, composition, etc.
No weird colors, please! Let’s keep it classy.
The logo must always maintain its integrity. Do not change the font please! HAAWI // Brand Guidelines
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GOTHAM The Gotham font family is equipped for clean and modern typography across print and digital platforms. Its simple, geometric, sans-serif letterforms are an ideal typeface to use in both lower-case and all caps. Not only does it tie into the HAAWI logo, it provides effortless legibility of body copy and heavier weights of Gotham work great as callouts and supporting headline copy. The marriage with a serif like Miller Banner creates a contrast of sophistication, style and modernity.
LIGHT
Gotham Light BOOK
Gotham Book MEDIUM
Gotham Medium BOLD
Gotham Bold
Typography
Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative
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GOTHAM
Aa Hh Oo Vv
Bb Cc Dd Ee Ff Gg Ii Jj Kk Ll Mm Nn Pp Qq Rr Ss Tt Uu Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0 !@#$%^&*( ) - _ += { } [ ] | \ : ; “ ‘ < > , . ?/~ HAAWI // Brand Guidelines
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typography [fonts]
MILLER The Miller Banner typeface is all things whimsical, sophisticated, and adds the right amount of femininity to the HAAWI brand. Its appearance is delicate and classic in cohesion with the boldness of Gothamâ&#x20AC;&#x2122;s geometric attributes. Miller is essential for main headline typography. The letterforms of both Roman and Italic versions make display + supporting headlines stylized, yet simple when used together.
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REGULAR
Miller Banner ITALIC
Miller Banner
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MILLER DISPLAY
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 !@#$%^&*( ) - _ += { } [ ] | \ : ; “ ‘ < > , . ?/~
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typography [hierarchy]
Display HEADING HEADING HEADING HEADING
supporting
DISPLAY Miller Regular 10 pt tracking Suggested leading: 2 pt. > font size Title Case
HEADING Gotham Light, Book, Medium, Bold 160 pt tracking Suggested leading: 4 pt. > font size All Caps
SUPPORTING Miller Italic 20 pt tracking Suggested leading: 2 pt. > font size Lower Case
BODY Gotham Light, Book 10 pt tracking Suggested leading: 4 pt. > font size
Body Copy / Book
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DISPLAY
Headline Call Out Display
HOW TO USE DISPLAY This elegant typeface is used for any primary headlines, call outs, and display phrases. It is ideal for single sentences and strong statements that you want to stand out. Display usage is great against solid brand colors or photographs that showcase high visual contrast.
HEADING
SUPPORTING
SUB HEADLINE CALL OUT TITLE
highlight sub information supporting statements
HOW TO USE HEADING Heading type is ideal for sub headlines and longer call out statements if needed. For example, if there is a long statement used to attract attention, use Heading because it is easy to read and can handle multiple sentences. Heading can also be used as a Subsection Header, Title or Call out.
HOW TO USE SUPPORTING Supporting text is used to help punctuate a typographic composition or collateral. This form can help organize or call out minor detail information, like product number information. Supporting text should be brief, kept only to a few words. HAAWI // Brand Guidelines
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typography [elements]
Sample of a display call-out for emphasis. TYPOGRAPHIC ELEMENTS Large, bold statements draw a viewer into the design or message. These statements are ideal for when paired with watercolor elements or solid backgrounds. Bold and engaging messages are given this typographic treatment. Always use all title-case for these phrases. helium creative
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H A AW I serves to give with style by crafting
beautiful products for a better world. With the purchase of this product, you are paying it forward and donating to charitable organizations that benefit women. How sweet it is to both give and receive. Made from premium vegan leather. Crafted with you in mind.
ST Y L E N O. H W B 0 01 2
/
SIZE LARGE
C O L O R G R E Y & C O P P E R H A R D WA R E S U G G E S T E D R E TA I L U S $ 2 9 5 . 0 0
/
H A AW I . C O M
TYPOGRAPHIC ELEMENTS When writing about HAAWI, HAAWI should always be capitalized so that it stands out in a body of text. Utilizing a combination of the brand colors and font weights work great in creating visual hierarchy. For listed content, lines act as unique organizational dividers, while slashes help separate content on the same line. HAAWI // Brand Guidelines
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typography [usage]
SUPPORTING Miller Light Italic Size: 13 pt Tracking: 40 pt Leading: 15 pt HAAWI Gotham Light Size: 11 pt Tracking: 160 pt All Caps BODY Gotham Light Size: 11 pt Tracking: 10 pt Leading: 15 pt
TITLE Gotham Light / Emphasized Title: Bold Size: 10 pt Tracking: 160 pt Leading: 25 pt
OVERVIEW: This is a mock layout of a product tag, broken into three columns. This tag mockup offers an example of how type hierarchy is applied with additional typographic elements. helium creative
H A AW I serves to give with style by crafting
beautiful products for a better world.
With the purchase of this product, you are paying it forward and donating to charitable organizations that benefit women. How sweet it is to both give and receive. Made from premium vegan leather. Crafted with you in mind.
ST Y L E N O. H W B 0 01 2
/
SIZE LARGE
C O L O R G R E Y & C O P P E R H A R D WA R E S U G G E S T E D R E TA I L U S $ 2 9 5 . 0 0
/
H A AW I . C O M
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typography [usage]
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G I V E
O U R S TO RY
JOURNAL
C O N TA C T
Crafting beautiful products for a better world. crafted with the everyday woman in mind.
Riorehen destorepe pore sequae pa cumquae dignien daeribus poriorestion nonectusape cuptam eicipsunt veraten imolupt inveles dest veles nimus Ga. Alitaque peribus dolupti nctotas atiation nihictur adipicit ut officabore, sunt.As aute modi aut verspe nossimo luptate volupit pel in ressequ atiunt hillatis por
G I V I N G B AC K .
TITLE Gotham Light / Emphasized Title: Medium Size: 10 pt Tracking: 160 pt Leading: 14 pt
HEADLINE Miller Display Size: 36 pt Tracking: 10 pt Leading: 40 pt
SUPPORTING STATEMENT Miller Italic Size: 12 pt Tracking: 30 pt
BODY Gotham Light Size: 10 pt Tracking: 10 pt Leading: 14 pt
BUTTON Gotham Light / Emphasized Word: Bold Size: 10 pt Tracking: 160 pt
OVERVIEW: This is a mock web layout, which offers an example of how all the various forms of typography can work together. The breakdown illustrates how the organization, elements, typeface weights, and hierarchy collaborate. HAAWI // Brand Guidelines
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Elements
Color, texture, and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements help breathe life into your brand. helium creative
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PANTONE ® The proprietary color matching system used in printing to create inks and maintain color integrity; the Pantone numbers listed refer to the Pantone Matching System.
RGB [Red, Green, Blue] – the method by which video monitors and projectors display color; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.
CMYK [Cyan, Magenta, Yellow, Black] – also referred to as “process colors,” the method by which images are printed using cyan, magenta, yellow, and black. The specific numeric values refer to the percentages of each of the four process colors.
HEX The colors used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.
COLOR The brand colors are inspired by the idea of the fresh and inspiring brand that HAAWI sets to be. The colors are aimed to carry an elevated feel while still holding a playful essence. Blush with rose gold tones and navy are the primary brand colors, with a cool grey and bright fuchsia used as secondary colors. HAAWI // Brand Guidelines
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elements [color]
BLUSH PANTONE 698 C RGB 251, 225, 214 CMYK 3, 10, 12, 0 HEX #FCE1D5 ROSE GOLD FOIL LUXOR 319
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NAVY PANTONE 276 C RGB 13, 19, 53 CMYK 60, 51, 31, 63 HEX #0C1135
FUCHSIA PANTONE 232 C RGB 245, 46, 191 CMYK 12, 85, 0, 0 HEX #F52EBF
COOL GRAY PANTONE 422 C RGB 168, 166, 166 CMYK 36, 30, 30, 0 HEX #A8A6A6
WHITE RGB 255, 255, 255 CMYK 0, 0, 0, 0 HEX #FFFFFF
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elements [graphic] [design]
GRAPHIC ELEMENTS Graphic elements are used to further the brand identification and help to visually communicate it. These items can be used sparingly so as not to overwhelm or clutter a composition.
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GRAPHIC ELEMENT: WATERCOLOR, PATTERNS + FRAMES
Watercolor, patterns, and frames are used as accents to elevate and bring the HAAWI brand to life. Not to be frequently combined with each other, these elements are paired with typography, imagery, and packaging throughout the overall brand.
GRAPHIC ELEMENT: THE MARK
The HAAWI brand mark can be isolated and used as an element for design purposes. It must only be used as secondary hierarchy, where the logo in its entirety has been previously presented in the design. The mark can be used in all brand colors, including white when a solid color background is being utilized. HAAWI // Brand Guidelines
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The Difference
What makes the brand unique? How are we going to stand out from the herd? The positioning statement, mission, and overall values help define who you are and why you do what you do unlike anyone else. helium creative
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A fifteen-year-old high school freshman exits her motherâ&#x20AC;&#x2122;s car and heads to school. She grabs her HAAWI backpack, tosses it over her shoulders, and walks to class. Her friends join, each with their own HAAWI bag. They talk and laugh before parting ways. Our girl sits at her desk, backpack resting on the floor, pulls out her notebook and pen. She places her phone in the front-pocket, takes hold of the metal icon charm then zips up. This is the most basic interaction with a HAAWI bag; it brings simple support to our customer throughout their daily life. The type of bag a teen wants because their friends have one as well. A cool, modern design with essential function for every day. Flash forward ten years. Our girl has started her career, heads to a business meeting and sits at the conference table. Her HAAWI tote rests in her lap as she pulls out her laptop from the laptop compartment. A coworker asks about the bag, admiring its minimal design. Our girl talks about HAAWI, saying she has used the brand for years and loves the bags, but also the cause. She tells her coworker about HAAWIâ&#x20AC;&#x2122;s mission to give back fifty-percent of all profits to various charities that support women throughout the world. Our bags not only grow with our customer, but so does the dialogue. The depth of HAAWI is measured by the levels to its brand. Fashionable products, quality-made, functional and, at their core, charitable. A brand that believes we can give with style.
BRAND STORY The story is the foundation of a brand. Not only does is give a general understanding of who the company is, but also helps to set the groundwork for showcasing what the unique positioning and selling point are. Understanding the overall brand statements, key terms and language will help gain a strong grasp on who the brand is and what the differentials are. HAAWI // Brand Guidelines
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the difference [positioning statement + tagline]
Geared toward females 15 – 35 years of age, HAAWI is a lifestyle fashion brand focused on doing the most good. Designer products made from premium vegan textiles are crafted with the customer in mind and the concept of paying it forward at heart. Fifty-percent of all profits are donated to charitable organizations that benefit women, showing how sweet it is to both give and receive. HAAWI proves beautiful products can also do beautiful things for the world.
POSITIONING The positioning statement defines what makes a company unique in the industry. It is used primarily only for internal purposes to collectively understand the brand ‘niche’ or position. The positioning statement is not shown to anyone outside of the company. It is the foundation for all additional messaging and materials. The position answers three questions: Who are we targeting? What does the company offer / problem do they solve? How does the company offer a unique vantage over competitors? In short, what foot is leading and why is that footing unique? helium creative
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PRIMARY:
GIVE WITH ST YLE.
SECONDARY:
Beautiful products for a better world.
TAGLINE A corporate tagline is intended as a nod to what the brand offers, who the company is or the company essence. It is a short, simple, direct line. HAAWI // Brand Guidelines
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the difference [mission]
Where fashion and goodwill intersect. HAAWI serves to give with style by crafting beautiful products for a better world.
MISSION STATEMENT The mission statement communicates the goal and passion of a company. It is a ‘romantic’ statement based off the positioning statement. In it’s essence, the mission addresses the WHY and WHO. Who is the brand and why does it exist? What is the company’s reason for being? Mission statements can vary. Some are more robust and factual, others are short and ethereal. Often times a mission statement is shared on a company website, expressed to clients, etc. It is not strictly an internal statement like the positioning. helium creative
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the difference [keywords]
To Give
The literal meaning of â&#x20AC;&#x153;haawiâ&#x20AC;? and the heart of our brand, we give back to make the world a better place.
Fresh
A modern, youthful perspective on fashion and function.
Fashionable
Always fashion-forward, always on trend - style and design is the cornerstone of HAAWI.
Functional
A balance of style and function to create smart bags for the modern customer.
Playful
HAAWI appreciates the unique quirks that shape individuality and showcase creativity.
Quality
An emphasis on top design, premium materials and the very best product.
Inspiring
Motivate the masses by leading with heart, doing the most good and always giving in style.
KEY TERMS When the brand is discussed, there is an emphasis on several main terms to describe it. These terms will help when communicating the brand both verbally and in writing. helium creative
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Language
The voice of your brand is key to its success. Proper language is a huge component when verbally communicating your brand experience. Everyone involved should use the same verbiage to describe how they personally feel about the company and what the client will ultimately feel or take away. helium creative
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VOICE The voice of HAAWI is bold, fun, and sophisticated. Ultimately, HAAWI is approachable, friendly, and appeals to its wide audience. The brand key terms and statements are a great place to pull language and messaging from. Words like inspiring, playful, fresh all resonate with the HAAWI brand voice. HAAWI // Brand Guidelines
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MOOD + INSPIRATION: BOLD, BRIGHT + FASHION FORWARD The HAAWI brand finds much inspiration from the fashion and beauty industry. Smooth textures, rich textiles, and bold artistry play a large role in adding visual interest. The goal, however, is to create a balance between sophistication and playfulness that will carry the brand essence. HAAWI is an elevated brand with a big heart, a brand that truly inspires others to give back and make the world a better place. It is vital that this essence is carried throughout all materials by incorporating the classic and feminine design aesthetic to all brand components. The organic forms of textural and watercolor details are intended to contrast delicate tones in both imagery + typography.
Mood + Inspiration
The tone + style of the brand is woven throughout all advertising, promotional, and brand-related material. These visual references offer insight into the mood of the company and how the market will perceive you. helium creative
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STYLE The photography closely follows the brand inspiration to communicate the company messaging. Images inspire style, product and lifestyle, all while visually telling a story that the viewer can relate and connect with. Images that convey free-spiritedness and the power of giving back are at the heart of HAAWIâ&#x20AC;&#x2122;s brand style. Bright light frequents brand photography, while pastel tones are paired with vivid colors to bring the photos to life.
Photography
Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection, and consistency of images is important for brand standards. helium creative
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photography
LIFESTYLE Lifestyle photography shows women engaging in everyday life with the bag that they bring with them. The HAAWI bag becomes part of the moment and aids in telling a visual story of this womanâ&#x20AC;&#x2122;s journey. These images are simple and not overly busy to distract from the product. Not all images utilize vibrancy, but suggest life and brightness. helium creative
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photography
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photography
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PRODUCT Brand product photography is intended to be bold, bright, and visually interesting to the consumer. White backgrounds are highly encouraged to create the ultimate contrast for the product. These images should show the product in the best light, whether it is in use or styled, while shadows bring in the dimension. HAAWI // Brand Guidelines
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WOMEN GIVING BACK, COLLABORATING + PAYING IT FORWARD These types of images aim to tell the story and heart of the HAAWI brand. They illustrate the act of doing good, coming together, and giving back to the community. These photos are ideally captured in action and evoke cheerful moments that the viewer can relate to. Both bright and pastel tones help tie these images into the rest of HAAWIâ&#x20AC;&#x2122;s photography. HAAWI // Brand Guidelines
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photography
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GIVE WITH STYLE.
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