Style Guide 2 0 1 6
Contents Introduction
3
Voice & Tone
4
Colors
5
Typography
6
Logo
7
Logo Application
8
Logo Examples
9
Imagery
10
Texture
11
Shapes
12
Introduction 3
Our Story
Earth and Fire is an ecofriendly, affordable, spirited dinnerware and ceramic accessories line. We respect the earth and its beauty, so you’ll find that nature is the inspiration for our pieces. Your new beginnings fuel our fire to create dinnerware that fills your home with your personality and soul. A modern take on traditional with an organic, eclectic vibe.
Who We Are Friends of the earth. Affordable. Free-spirited. Sustainable. Original. Soulful. Authentic. Eclectic. Quietly sophisticated, but a little rough around the edges.
Our Tribe These are the people that get us, and we get them. Our people are the 24 to 35-year-olds who are just starting out and embracing adulthood. They want artful, but unique and quirky, socially responsible dinnerware options that won’t hurt their bank account.
Voice & Tone 4
Earth & Fire should speak to their
people like that one friend that always brightens your day with her quirky
sense of humor and warm smile. Our
tone of voice is warm, light-hearted and free-spirited. We like to use colorful, descriptive language while keeping it on the casual and familiar side. We don’t use profanity or trendy slang; we like to maintain a sense of timelessness and sophistication. On the other hand, we don’t hold too tightly to grammar rules that we worry about things like sentence fragments and beginning our sentences with conjunctions... if it speaks to our personality.
Colors 5
Primary Colors:
CMYK: 88, 36, 60, 18 RGB: 8, 112, 103
CMYK: 16, 56, 82, 2 RGB: 208, 129, 70
CMYK: 3, 3, 5, 0 RGB: 243, 240, 235
CMYK: 16, 1, 32, 0 RGB: 215, 230, 187
Secondary Colors:
CMYK: 70, 66, 78, 70 RGB: 39, 37, 26
CMYK: 29, 63, 89, 17 RGB: 155, 96, 50
CMYK: 25, 0, 87, 0 RGB: 202, 234, 69
CMYK: 40, 5, 34, 0 RGB: 155, 203, 181
Typography 6
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 . , ; : ! ? () & @
Headline:
Bakery
To make sure our messages are easily read, please do not use the Bakery typeface any smaller than a 26 point size.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Subhead:
0 1 2 3 4 5 6 7 8 9 . , ; : ! ? () & @
Superclarendon
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 . , ; : ! ? () & @
Body Copy:
Superclarendon {light}
The Logo The Earth & Fire logo was inspired by the imperfect and organic shape of a tree ring, also implying continuous growth. The colors used compliment one another and signify the balance between elements of nature. The uniďŹ ed letters making up the center portion of the logo provides both modernism and retrospective style.
Primary Logotype
Wordmark
Brandmark
Using the Logo 8
Please don’t...
Single Color
Rotate or tilt the logo Alter the colors Stretch or skew Change the typeface
Clear Space
To preserve the integrity of our logo and maintain proportionality regardless of scaling, the size of the ampersand in the logo will be used as the measurement for clear space around the logo.
& &
2X
2X
2X
To ensure legibility and recognition, please do not scale the logo below .75 inches.
Full Color
X
2X
Minimum Size
=
2X
&
Logo Examples 9
3
Imagery
10
The imagery used for Earth & Fire is clear and always uses elements from nature, whether it be foilage or rustic wood. It keeps with the eclectic theme and uses borders to depict a vintage feel, reminiscent of pictures in a photo album.
Textures 11
Textures used in the branding materials for Earth & Fire are inspired by nature and rustic. Commonly used textures are wood, copper, and burlap. The copper adds a chic element to balance the organic feel of the wood and burlap.. The textures used are meant to contrast and balance one another. Flowers, leaves, and other earth-inspired patterns are used to add a sense of delicate whimsy.
Shapes 12
Hexagons and triangles are commonly used shapes in Earth & Fire’s branding. The diagonal nature of triangles depict adventure and excitement. Hexagonal shapes are found in nature and symbolize the balance of vintage and modern, rustic and delicate.
Lindsay Bucci Media Designer Phone: 850.292.8836 Email: Lindsay.Bucci11@gmail.com