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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.
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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 Bad Harriet logo is a typographic mark inspired by film noir. This is a flexible logo that can stand alone or be paired with the bee icon. In its full form, the logo is to be used as featured above.
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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 three color versions of the Bad Harriet logo: Black, White, and Gold. helium creative
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logo [proper logo usage]
ABBREVIATED LOGO The abbreviated logo as featured above can also be used in lieu of the main logo. The abbreviated logo can be used in Black, White or Gold. helium creative
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logo [proper logo usage]
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LOGO ON BRAND ELEMENTS + 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. When the logo is used directly on the honeycomb pattern as shown, use a 50% or less tint of the pattern to fade it back. Bad Harriet // Brand Guidelines
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logo [proper logo usage]
1”
200 px
.5”
105 px
SCALING
SCALING FOR DIGITAL
The full logo can be scaled to a minimum size of 1” wide for printed material. If the logo needs to be smaller, the alternate mark must used. The alternate logo can be scaled to a minimum of .5” wide on printed material.
The full logo can be scaled to a minimum size of 200px wide for digital material, whether website, social post, digital advertising, etc. If the logo needs to be smaller, the alternate mark must used. The alternate logo can be scaled to a minimum of 105px wide on digital material.
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PADDING Allow for at least 2 proportional bee icons surrounding the Bad Harriet logo to pad appropriately. No competing elements such as text should interfere with this negative space. More white space is generally a good thing. Harriet would say to use your best discretion!
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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, outer glows or drop shadows are not permitted.
The logo must always be scaled proportionately. Never skewed or stretched.
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BAD HARRIET
ALTERING THE LOGO
CHANGING COLOR
ALTERING FONT
Don’t mess with a good thing! Let it be. No playing with sizing, scale, composition, etc.
No weird colors, please! Stick to our brand colors and proper usage. Keep it classy.
The logo must always maintain its integrity. Do not change the font please! Bad Harriet // Brand Guidelines
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logo [improper logo usage]
LOGO ON BACKGROUND When the logo is used on 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 as a guide of what not to do. helium creative
TOO BUSY / FIND AN AREA OF THE PHOTO THAT HAS OPEN SPACE OR LESS DISTRACTION
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NOT ENOUGH CONTRAST ON PATTERN. REDUCE TINT ON PATTERN TO 50% OR LESS.
NOT ENOUGH CONTRAST ON SOLID BACKGROUND AND IMPROPER LOGO COLOR Bad Harriet // Brand Guidelines
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BIANCO SERIF NEW Bianco Serif is a throwback serif font with a modern edge. With sharp points and clean lines, Bianco is ideal for main brand typography such as headlines, statements and display. It is available in both web and desktop versions with multiple weights to choose from as needed.
REGULAR
BIANCO REGULAR ITALIC
BIANCO REGULAR BOLD
BIANCO REGULAR BOLD ITALIC
BIANCO REGULAR HEAVY
BIANCO REGULAR Typography Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative
HEAVY ITALIC
BIANCO REGULAR
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BIANCO SERIF NEW
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
BROTHER 1816 Brother Sans is a sans serif typeface used as a secondary brand font. Available in Opentype format, there are various sets for use - ideally using set 1. Brother is available for both desktop and web formats. It is used only for Bad Harriet body copy and secondary headlines.
LIGHT
BROTHER LIGHT BOOK
BROTHER BOOK REGULAR
BROTHER REGULAR MEDIUM
BROTHER MEDIUM BOLD
BROTHER BOLD helium creative
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BROTHER 1816
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 ! @ # $ % ^ & * ( ) - _+={ } Bad Harriet // Brand Guidelines
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typography [hierarchy]
DISPLAY HEADLINE 1 / BOLD Display Headline 2 /Bold SECONDARY HEADLINE /MEDIUM Body Copy
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DISPLAY 1 HEADLINE Bianco Regular / Bold 0 pt tracking Suggested leading: pt = font size ALL CAPS
DISPLAY 2 HEADLINE Bianco Regular / Bold 0 pt tracking Suggested leading: pt = font size
SECONDARY HEADLINE Brother 1816 0 pt tracking
BODY COPY Brother 1816 0 pt tracking Suggested leading: 1.5 pt > font size *OpenType Set 1 when possible
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DISPLAY 1 HEADLINES
EXAMPLE OF DISPLAY 1 OR PULL QUOTE
HOW TO USE DISPLAY HEADLINES Display headlines are used for any showcased/primary call outs or headline typography. It is ideal for a single sentence, pull quote or strong statements that you want to stand out or pack a visual punch. Display usage is great against a photograph or high contrast background.
DISPLAY 2 HEADLINES
- Headlines - Call Outs - Secondary information
HOW TO USE SECONDARY HEADLINES Secondary headline type is used for the headline of a paragraph or introduction. This typographic treatment is best used for supporting information, categories, etc. and is often paired with display headlines, body copy or used on its own.
SECONDARY HEADLINES
- SUPPORTING INFORMATION - SUBHEADLINES - TITLES - MINOR CALL OUT INFORMATION
HOW TO USE SUPPORTING COPY Supporting copy is used to help punctuate a typographic composition, collateral or headline/display. This supporting text can be used for buttons on web pages, contact and other minimal information. Supporting copy should be brief, kept only to a few words or short statements. It is great to pair supporting copy with headline/display for high contrast.
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typography [usage]
OVERVIEW: These pages serve to show examples of typography usage for better understanding of hierarchy and application. Varied samples of body copy and headlines are showcased to demonstrate the ratio of headline to body copy, as well as the importance of maintaining clear and legible body copy with appropriate leading and sizing.
DISPLAY 2 Bianco Regular Size: 6pt Tracking: -30 DISPLAY 1 Bianco Bold Size: 7pt Tracking: 0 SECONDARY HEADLINE Brother 1816 Regular Size: 6pt Tracking: 40 Leading: 9.5pt
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DISPLAY 1 Bianco Bold Size: 72pt Tracking: 0 Leading: 72pt
SECONDARY Brother 1816 Medium Size: 14pt Tracking: 70pt
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typography [usage]
DISPLAY 1 Bianco Bold Size: 15pt Tracking: 0 Leading: 15pt DISPLAY 2 Bianco Regular Size: 9pt Tracking: 0 Leading: 10.5pt BODY Brother 1816 Book Size: 8pt Tracking: 0pt Leading: 9.5pt helium creative
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SECONDARY Brother 1816 Book Size: 7pt Tracking: 40 SECONDARY Brother 1816 Medium Size: 7pt Tracking: 40pt BODY Brother 1816 Book Size: 8.5pt Tracking: 0pt Leading: 10pt
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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 Bad Harriet color palette is inspired by film noir and the iconic femme fatale. Dark, high contrast tones meet soft feminine tones that speak to old Hollywood glamour. The leading colors are black, white and gold, with pale pink being a subtle accent to break up the overall feel. Bad Harriet // Brand Guidelines
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elements [color]
BLACK Pantone Black RGB 0, 0, 0 CMYK 0, 0, 0, 100 HEX #000000
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GOLD Pantone 7562C Foil LUX 415 Metallic PMS 10127 RGB 189, 156, 94 CMYK 26, 36, 73, 2 HEX #BD9B5D
BLUSH Pantone 475C TINT // 50% RGB 247, 230, 216 CMYK 2, 9, 13, 0 HEX #F7E6D8
WHITE RGB 255, 255, 255 CMYK 0, 0, 0, 0 HEX #FFFFFF
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100%
90%
80%
70%
60%
50%
40%
30%
20%
TINT A color tint can be used to work with an overall composition and create contrast or monochromatic imagery. Tints are not meant to be used on the Bad Harriet logo. Blush is intended to be seen primarily in a 50% tint, but can be used in full spectrum as need sparingly for contrast. Bad Harriet // Brand Guidelines
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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.
BEE The Queen Bee icon is extracted from the main logo and used as a primary design element throughout materials. It can be seen in black, white, and gold. CROWN The crown is used as a minor icon to punctuate design. It speaks to Bad Harriet as the Queen Bee of Jerome. helium creative
HONEYCOMB PATTERN The honeycomb pattern is seen in either gold, black or white. It is used as a subtle pattern to elevate photography and brand material. It is not intended to dominate a composition and should be used sparingly.
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elements [graphic]
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MIND YOUR MANNERS The Mind Your Manners tagline is paired with Bad Harriet’s signature and crown. This mark is used on materials to further communicate the brand identity where the logo is not present. It can be used in conjunction with the logo, but never within close proximity as they will compete.
SIGNATURE Bad Harriet’s signature is a design element used to create texture within a composition [in the background, over a photograph, etc.] or simply to accent design or collateral.
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elements [graphic]
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elements [graphic]
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elements [graphic]
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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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Named after Jerome’s wife, Harriet Macy Valentine, Bad Harriet is the mistress of Hotel Jerome She is the underground gate keeper, the secret passageways throughout the hotel with decades of secrets and intrigue. Bad Harriet is the beautiful woman who embraces her dark side, who brings out your hidden rebellion but will punish those who don’t mind their manners. Men bend over backwards for her, respect her authority and know their place with Bad Harriet. She is fishnets under a house dress, a leather whip behind the back, the queen bee who earns her place in the hive. She serves up gourmet crafted food and drink to satiate every dirty craving or little addiction to ensure her guests leave a little more sinfully satisfied than when they arrived.
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. Bad Harriet // Brand Guidelines
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the difference [positioning statement + tagline]
Bad Harriet allows a guest to explore their darker side, whether diving in full force or simply dipping a toe in waters of intrigue. We focus on crafting a detailed guest experience alongside gourmet tapas and drinks within a designer lounge in the underbelly of Hotel Jerome.
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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Mind Your Manners
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.
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the difference [mission]
Well-behaved guests will always leave with a sinful smile.
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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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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Bad Harriet is: - Sinful - Frank - Outspoken - Serious - Sexy - Dark - Well-versed - Addictive - Femme Fatale - Vampy
Bad Harriet is not: VOICE Bad Harriet is the secret keeper of Hotel Jerome. She is the expertly crafted curator of the curious and sinful, the dark and delightful. When she serves a drink, it is the best drink you’ve ever had. When she serves a meal, it speaks to every gluttonous, ravenous shadow in your heart. A woman who is frank, blunt, and loves to discipline. Her words are sharp, her tone is strict, but Bad Harriet is a woman who loves to entertain. Impeccable down to every detail, her dark and sultry aesthetic is always matched by cunning skill and talent in design, language, and hospitality.
- Warm - Cheery - Bright - Soft - Easy - Homely
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MOOD + INSPIRATION: Inspired by the dark, cinematic aesthetic of film noir and the femme fatale, Bad Harriet is the Queen Bee of Hotel Jerome. Midnight black tones met with high contrast gold illustrate the seductive and mysterious qualities of the Bad Harriet brand. The embodiment of modern edge meets timeless classic sophistication. Elegant and mysterious, cheeky and sexy. Dark humor paired with dark colors and dark ambiance. The inspiration and mood of Bad Harriet can be found in actresses like: Veronica Lake, Gloria Swanson, Joan Crawford, Elizabeth Taylor, Marlene Dietrich.
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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OVERALL STYLE Photography styling of Bad Harriet is simple and straightforward: dark. Rich, dark colors and warm tones are present when color photography is used. The photos are used to support the brand strategy and convey the Bad Harriet persona. The two main photographic areas include: Femme fatale [Bad Harriet styled images] and food + beverage. The following pages overview general styling and concept.
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
BAD HARRIET These photographs are styled after old Hollywood film noir. Black and white images that look as though they can be pulled from classic movies depict strong, powerful, confident women who are in control and ready to dominate. High contrast met with rich grays and vignettes. The photos are evocative and sexy, yet sophisticated. Think elegant with a whip! helium creative
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photography
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photography
FOOD + DRINK Food and drink images that showcase the restaurant and product are dark and warm. They depict sinfully delicious cocktails and bites, always in high contrast within a dark or dim composition. It should appear gluttonous and beautiful. Never any cool tones or filters, always dark and warm. helium creative
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