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Brand Guidelines biota aquariums
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Inside Logo Logo Usage Logo No No’s
Typography Fonts Hierarchy Usage
Elements Color Usage
The Difference The Story Positioning Statement Mission Statement
Language Key words
Tone Client 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 compliment the brand. helium creative
FINAL LOGO The logo for Biota Aquariums gives a whimsical essence to the playful and mesmerizing brand. The feel is intended to ignite vibrant curiosity and inspire others to explore the magical connection between them and the ocean.
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THE MARK The mark without the ‘Biota Aquariums’ name is intended to stand alone as an identifier in place of the full logo as needed.
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logo [logo usage]
DO’S + DON’TS To maintain consistency of your brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage, then the great big logo no no’s.
CORRECT LOGO USE ON IMAGE The Biota logo is used alone on brand images that do not conflict with the design. helium creative
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CORRECT LOGO USE ON BLACK / WHITE BACKGROUNDS The Biota logo is not reversed when used on black or white backgrounds. However, on white backgrounds always use the black box.
SEE LIFE IN COLOR
CORRECT LOGO USE WHEN BACKGROUND IS VERY DETAILED The Biota logo with the black box is used when it is placed on a brand image that conflicts with the intricacy of the logo. This also showcases how the tagline is always used in relation to the boxed version of the logo. biota aquariums
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logo [tagline usage]
CORRECT LOGO + TAGLINE WITHOUT BLACK BOX The Biota logo + tagline is used without the black box on brand images that do not conflict with the design of the logo. The tagline used in this form should remain white in color. helium creative
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CORRECT LOGO + TAGLINE WITH BLACK BOX The Biota logo + tagline is used with the black box on brand images that can possibly cause conflict with the design of the logo. The tagline used in this form should remain white in color.
CORRECT LOGO + COLOR TAGLINE WITH BLACK BOX The Biota logo + color tagline is used only on white, solid backgrounds and should always coordinate with the main logo color. biota aquariums
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logo [logo usage]
1 in.
1 in.
1.26 in. 0.48 in.
1 in.
0.6 in.
0.6 in.
0.48 in.
1 in.
0.5 in.
1 in.
PADDING Allow for one inch to surround all sides of the logo to pad appropriately. No competing elements such as text should interfere with this negative space. Maintain the ratio of the black box to the logo at all times.
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LOGO SIZE The smallest the full logo can be scaled down to is 1 inch wide, 1.26 inches tall.
MARK SIZE If the logo needs to be scaled further down than 1 inch, only use the mark which can be scaled down to a minimum of .5 inches.
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logo [no no’s]
aquariums
1. ADDING ELEMENTS Adding other graphic elements such as strokes or drop shadows are not Kosher. This scenario would require the black box.
2. SKEWING THE LOGO The logo must always be scaled proportionately. Never skewed or stretched.
3. ALTERING ANY OF THE FONTS The logo must always maintain its integrity. Do not play with different fonts.
TM
4. ALTERING THE LOGO Don’t mess with a good thing! Let it be. No playing with the sizing or scale of any of the logo elements.
5. REVERSING THE LOGO The logo is never reversed in color to be seen on white backgrounds.
6. CHANGING COLOR No weird colors, please! Let’s keep it classy.
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PLUTO SANS The Pluto Sans family is equipped for complex + professional typography across both print and web platforms. Because of the variations of Pluto Sans, it becomes the perfect typeface that can be utilized together cohesively at different weights. The slight quirkiness in the curved descenders and its large x-height convey a modern, yet playful brand aesthetic. Depending on hierarchy, background and overall visual strength, Pluto Sans Light, Regular, Medium, and Bold can mostly be used interchangeably, however to maintain the global brand image consistent, abide by the following formatting for Biota’s typography.
pluto sans bold
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 pluto sans bold uses: + secondary headlines + brand statements
[alternate: pluto sans heavy]
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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pluto sans regular
pluto sans light
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
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
pluto sans regular uses:
pluto sans light uses:
+ supporting headlines
+ primary headlines
+ brand statements
+ brand statements
[alternate: pluto sans medium]
[alternate: pluto sans regular]
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typography [hierarchy]
D I S P L AY 1
Display 2 CALL OUT CALL OUT CALL OUT
Supporting Headline. Body Copy Body Copy Body Copy
BUTTON BUTTON BUTTON
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DISPLAY 1 Pluto Sans Light 24 pt. size 135 pt. tracking All caps Leading: 2 pt. > text pt. size
DISPLAY 2 Pluto Sans Bold 27 pt. size 40 pt. tracking Leading: 1pt. > pt. size CALL OUT Pluto Sans Regular 11 pt. size 245 pt. tracking Leading: 3 pt. > pt. size
SUPPORTING HEADLINE Pluto Sans Regular 16 pt. size 0 pt. tracking Title case Leading: 2 pt. > text pt. size BODY COPY Pluto Sans Light 11 pt. size 10 pt. tracking Leading: 3 pt. > text pt. size
BUTTON Pluto Sans Bold + Light 11 pt. size 135 pt. tracking All caps
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PRIMARY HEADLINE
The Ocellaris Clownfish (AMPHIPRION OCELLARIS) 2X INCLUDED
This is what a supporting headline looks like. Considered the goldfish of the marine aquarium hobby, two Ocellaris clownfish that have been raised in captivity are included. With their brilliant orange and contrasting white/black coloration, Ocellaris clownfish are a peaceful and hardy choice for the Biota Aquarium package.
BUY NOW
DISPLAY 1 Pluto Sans Light 24 pt. size 135 pt. tracking All caps Leading: 2 pt. > text pt. size
DISPLAY 2 Pluto Sans Bold 27 pt. size 40 pt. tracking Leading: 1pt. > pt. size CALL OUT Pluto Sans Regular 11 pt. size 245 pt. tracking Leading: 3 pt. > pt. size SUPPORTING HEADLINE Pluto Sans Regular 16 pt. size 0 pt. tracking Title case Leading: 2 pt. > text pt. size BODY COPY Pluto Sans Light 11 pt. size 10 pt. tracking Leading: 3 pt. > text pt. size BUTTON Pluto Sans Bold + Light 11 pt. size 135 pt. tracking All caps
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COLOR White is utilized in Biota’s icon + name, allowing the intricacy and complexity of the icon to position itself on the anchoring black background color. Our vivid color system comes to life and are supported through the selection of macro-focused photography of sea life creatures and textures. The use of bold photography provides an easily recognized and distinctly unique position, while engaging customers with the awe and intrigue of the sea.
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 numbers listed refer to the Pantone Matching System.
RGB VIVID ORANGE Pantone 1585 RGB 255, 170, 0 CMYK 1, 74, 80, 0 HEX #FD683D
BRIGHT TEAL Pantone 331 RGB 14, 229, 188 CMYK 58, 0, 40, 0 HEX #07F2C4
[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. These 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.
BRILLIANT PINK Pantone Rhodamine Red RGB 244, 6, 178 CMYK 13, 91, 0, 0 HEX #F405B2
LUMINOUS LIME Pantone 380 RGB 213, 242, 6 CMYK 24, 0, 93, 0 HEX #D6F205 biota aquariums
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The story Biota Aquariums is the connection to an undiscovered self, a path to the purist form of escapism – imagination. An oceanic universe opens itself, allows the mind to trail, if only for a moment, into the depths of exploration and discovery. The captive charm of a curious mystery. Something overlooked, perhaps forgotten. Contained within four glass walls, a modern day looking glass. Pandora’s box, filled with intangible wonder, the bridge to a world left for the fish. Biota is the child hidden within the adult. The soft center within a hardened exterior. The sparkle in an eye otherwise focused ahead. Biota is an invitation to connect with the authentic self, the curious child, the inspired mind. To pause. To live in the present. To get lost, however brief, in the beauty of now.
The Difference What makes the brand unique? How are we going to stand out from the herd? The position statement, mission and overall values help define who we are and why we do what we do unlike anyone else. helium creative
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the difference [positioning + mission]
Positioning For the curious nature lover, the young and the young at heart, Biota Aquariums offers an all-in-one saltwater aquarium package complete with sustainably raised tropical fish + coral. Created by marine biologists to simplify the care of a saltwater tank and inspire a new generation of marine enthusiasts.
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Mission Statement: Conceived from a passion to share the ocean’s great beauty, born from the relentless pursuit to conserve its integrity, Biota Aquariums strives to provide fully sustainable aquatic environments that inspire awe to a new generation of marine enthusiasts.
Tagline: See Life In Color
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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 Biota’s voice is energetic, but approachable; light-hearted with a refined yet playful sensibility. At its core, Biota Aquariums is about instilling curiosity, excitement, a sense of wonder and appreciation for aquatic life.
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language [keywords]
KEYWORDS When Biota Aquariums is discussed, there is an emphasis on several main terms to describe the brand. These terms will help when communicating who Biota is both verbally and written.
3. [awe] Admiration and reverence of the natural world.
4. [education] Sharing knowledge and providing the support necessary to ensure understanding for aquaculture, maintenance and conservation.
1. [inspire]
5. [vibrant]
Igniting curiosity, a desire to explore and investigate with a creative passion.
A saturated, colorful way of living life.
6. [credibility] 2. [sustainability] Dedication to practices that leave the smallest footprint on the earth. helium creative
Honest and knowledgeable. Backed by marine biologists with a vested interest in providing the best, most authentic experience possible.
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MOOD + STYLE: BOLD, BRIGHT AND INTRIGUING The desire to share a lifelong love + fascination with the mesmerizing colors of saltwater fish and coral is the foundation of the Biota Aquariums brand. Inspiring others to explore this magical world, to ignite their curiosity and motivate them to learn how to easily care for aquatic life creates a lasting connection between people and the ocean. There is a connection between the Biota experience and uncovering a vibrant curiosity in everyday life. Biota offers an opportunity for kids and adults to discover a new passion or explore their imagination.
Tone 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. biota aquariums
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THE CLIENT: Biota Aquariums is an experiential brand rooted in marine biology. Biota is approachable and lighthearted with a refined yet playful sensibility. Retail displays, packaging and an online experience will ignite curiosity, the desire to explore and the yearning to create an ocean environment to get lost in. The Biota customer is broken down in three categories: The child: Curious, excited, exploratory, imaginative [the easy target] The adult-child: Motivated, engaged, imaginative, curious [our main man] The adult: Professional, ritualistic, driven [the one we win over]
Customer Knowing your market is crucial when understanding who to target. What are their interests, demographics, personality traits? helium creative
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DETAILED, ABSTRACT, INTRICATE BRAND IMAGERY Images of vibrant marine life are paired with pictures of vivid and abstract corals, and anemones. The saturated colors communicate the idea of bringing the vitality of the ocean up close to the customer, igniting and connecting them to the mysterious quarters of the unknown deep-sea life. It’s about connecting the adult to the kid inside and conveying this excitement through the vivid, bold imagery. Once the customer is captivated by Biota Aquariums, they begin to live life in color. The saturation, awe and intrigue of the ocean inspires their everyday 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
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photography
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IDEAL ENVIRONMENT FOR AQUARIUM Contemporary households, family living spaces, offices and children’s rooms are ideal areas for Biota Aquariums. Complimenting the design of the aquarium in its simplicity, open spaces allow for the aquatic scenery to be seen from all sides.
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photography
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AWE-INSPIRING SHOTS Intimate shots illustrating timeless moments of subject becoming awe-struck by enticing aquarium life, such as the vivid coloring of fish, coral, or bright blue hues of the aquarium waters.
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photography
AQUATIC LIFESTYLE SHOTS The aquatic lifestyle shots should draw the viewer in closer, initiating a true moment of discovery. These shots include silhouettes of people, divers, and aquatic life similar to those of the Awe-Inspiring Shots, but they are less individualized with the person’s back turned to the camera or a side profile. The ocean is the overall subject in the fleeting moment, but the feeling of isolation in the vastness of the deep blue holds primary significance.
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