Hannah Lichtefeld ART 573 | Identity Systems Fall 2021 Professor Steven Skaggs
Contents
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Our Values 1.1 Our History . . . . . . . . . . . . . . . . . . . . . . . . . .
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1.2 Brand Values . . . . . . . . . . . . . . . . . . . . . . . . .
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Identity 2.1 Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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2.2 Typograhy . . . . . . . . . . . . . . . . . . . . . . . . . . .
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2.3 Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . .
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2.4 Graphic Elements . . . . . . . . . . . . . . . . . . . . . . .
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2.5 Photography . . . . . . . . . . . . . . . . . . . . . . . . . .
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APPLICATION 3.1 Stationary . . . . . . . . . . . . . . . . . . . . . . . . . . .
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3.2 Wine Packaging . . . . . . . . . . . . . . . . . . . . . . . .
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3.3 Pamphlet . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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3.4 Flyer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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3.5 Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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3.6 Transportation . . . . . . . . . . . . . . . . . . . . . . . .
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ADVERTISING 4.1 Print Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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4.3 Merchandise . . . . . . . . . . . . . . . . . . . . . . . . . .
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6
Our Values
What We Stand For
7
Our History | Were we came from
Our Vineyard The winery includes a lush vineyard that supplies
cious wines, while taking in the picturesque views
many varietals including American and French Hy-
that only foothills of eastern Ohio can provide.
brid varieties. All wines are delicately handcrafted
Enjoy a glass of your favorite wine on either the
onsite from our estate grown grapes, and we also
front or expansive back patio. The winery is a short
offer a range of other wines and fruit blends made
drive from Columbus, Newark, Akron and many
from Niagara, Chambourcin, Traminette, Seyval,
other areas of central and eastern Ohio.
Vineyard Peach and many more! For a full wine list and details, click here! Visitors can enjoy our deli-
Heritage Guesthouse Need a place to relax and slow down? Come get away from the hustle and bustle of daily life and spend a relaxing day with hosts Randy and Tina Endsley at Heritage Vineyard Guest House. There is still a place where time slows and a casual day can be enjoyed to its fullest with family, an old friend, or special companion.
8 | Our Values
Our Values | 9
10 | Our Values
Brand Values | What We Stand For
Our Vineyard At Heritage Vineyards, we strive to deliver comfort. We make wine so that families and friends can come together. We are a family company and will always stay one. When we say ‘your local family vineyard’ we want it to have meaning. The tone of Heritage Vineyards is rest, relaxation, leisure, love, and fun.
Our Values | 11
12
Identity
Brand Visualization
13
Logos | Primary Mark
14 | Identity
Logos | Spacing
This logo should
With Rules
be used whenever possible.
Visualized
Spacing is the padding around a logo that gives it room to breathe. Without this space, the logo will be overwhelmed with other graphics and will lose the focus of the viewer.
Identity | 15
Logos | Simplified
16 | Identity
Logos | Spacing
With Rules
Visualized
Identity | 17
Logos | Vertical Alternate
18 | Identity
Logos | Spacing
With Rules
Visualized
This logo should be used in spaces were the horizontal logo will not fit properly or to make a presence in a verticle space.
Identity | 19
Logos | Word Mark
20 | Identity
Logos | Spacing
This logo should be used in a minimalist
With Rules
setting
Visualized
Identity | 21
Mark | Representative Symbol
The mark should be used instead of any of the logos when only subtle branding is needed. A small mark in the corner of an ad or low contrast in the background are great uses for the brand mark.
22 | Identity
Mark | Colors
The mark incorporates the star from the old logo while adding the gestalt principle ‘closure’ by not closing each side all the way. This will help increase visual interest and memorablity. The swirls and leave shapes abstracticly mimic grape vines to give the logo a feeling of a wine brand while also adding an element of elegance.
Identity | 23
24 | Identity
Typography | Header Typeface
Trajan Sans Pro Semi-Bold
abcdefghijklm nopqrstuvwxyz
Trajan Sans Pro Bold
abcdefghijklm nopqrstuvwxyz
Trajan Sans Pro Black
abcdefghijklm nopqrstuvwxyz
Identity | 25
Typography | Body Typeface
26 | Identity
Neue Kabel Regular
a b c d e f g h i j k l m n o p q r s t u v w x y z
Neue Kabel Italic
a b c d e f g h i j k l m n o p q r s t u v w x y z
Neue Kabel Medium
a b c d e f g h i j k l m n o p q r s t u v w x y z
Neue Kabel Medium Italic
a b c d e f g h i j k l m n o p q r s t u v w x y z
Neue Kabel Bold
a b c d e f g h i j k l m n o p q r s t u v w x y z
Neue Kabel Bold Italic
a b c d e f g h i j k l m n o p q r s t u v w x y z
Identity | 27
Typography | Type Pairing - Print
Trajan Sans Pro Bold 16/20 Neue Kabel Regular 9/15
Lorem Ipsum Dolar Solorest essint ipsande llaborectet eos eos aut aut eos eum eum dolo consequ iaepel ipsam esci aceatur, none nos aut quatur, omnimpo reiciis explaut laniatur ate pligend errovit quat qui repella borerfe ribust poriosti aut que verum, eicia delignam et et re doloratur repercipiet eaquatqui di audis dipit, conecus desequatqui
Trajan Sans Pro Bold 16/20 Neue Kabel Medium 11/12
Lorem Ipsum Dolar Subheader text Solorest essint ipsande llaborectet eos eos aut aut eos eum eum dolo consequ iaepel ipsam esci aceatur, none
Neue Kabel Regular 9/15
nos aut quatur, omnimpo reiciis explaut laniatur ate pligend errovit quat qui repella borerfe ribust poriosti aut que verum, eicia delignam et et re doloratur repercipiet eaquatqui di audis dipit, conecus desequatqui
28 | Identity
Typography | Type Pairing - Web
Trajan Sans Pro Bold 18/22 Neue Kabel Regular 12/18
Trajan Sans Pro Bold 16/20
Lorem Ipsum Dolar Solorest essint ipsande llaborectet eos eos aut aut eos eum eum dolo consequ iaepel ipsam esci aceatur, none nos aut quatur, omnimpo reiciis explaut laniatur ate pligend errovit quat qui repella
The size of type on web is increased for readablilty. The minimum size for web font is 12pt.
Lorem Ipsum Dolar Subheader text
Neue Kabel Bold 12/14 Neue Kabel Regular 9/15
Solorest essint ipsande llaborectet eos eos aut aut eos eum eum dolo consequ iaepel ipsam esci aceatur, none nos aut quatur, omnimpo reiciis explaut laniatur ate pligend errovit quat qui repella
Identity | 29
Color | Palette
Primary
Secondary
30 | Identity
Sky Beige
Wine Red
RGB: 234 228 212 HEX: eae4d4 CMYK: 7, 7, 16, 0 Pantone: 7527 C
RGB: 115, 29, 13 HEX: 731d0d CMYK: 31, 93, 100, 43 Pantone: 1815 C
White
Black
RGB: 255, 255, 255 HEX: ffffff CMYK: 0, 0, 0, 0 Pantone: 11-0601 TCX
RGB: 0, 0, 0 HEX: 000000 CMYK: 20, 20, 20, 100 Pantone: Black C
Sunset Yellow
Vine Green
Olive Green
RGB: 245, 182, 30 HEX: f5b61e CMYK: 3, 30, 99, 0 Pantone: 1235 C
RGB: 96, 125, 58 HEX: 607d3a CMYK: 65, 332, 96, 16 Pantone: 7742 C
RGB: 40, 57, 17 HEX: 283911 CMYK: 72, 51, 93, 60 Pantone: 5605 C
The colors that represent Heritage Vinyards are derived from the colors you see at a vineyard around sunset. Warm, cozy, and inviting, the colors give a sense of comfort to the veiwer. Identity | 31
Graphic Elements | Hand Drawn Vines - Border
32 | Identity
These are the only acceptable opacity leves for the black wines. Both the red and white colored vines musst remain at full opacity.
100% Opacity
50% Opacity
This graphic is best used to border the top and side of a page. It can be either fully visable or partially cropped.
25% Opacity
Identity | 33
Graphic Elements | Hand Drawn Vines - Continous
The vines have an alternate version that can be used as a continuing stroke. The same opacity rules apply.
34 | Identity
Identity | 35
Graphic Elements | Hand Drawn Vines - Misuse
The vines have an alternate version that can be used as a continuing stroke. The same opacity rules apply.
36 | Identity
Do not tilt or angle the graphic
Do not flip the graphic upside down
Do not patch together different parts of the graphic
Do not flip the graphic
Do not use multicolored graphic outside of labels
Do not recolor the graphic
Do not overly crop or enlarge the graphic
Do not draw your own graphics
Identity | 37
Graphic Elements | Wine Splashes
The wine graphics may be enlarged, rotated, or flipped to fit the compisition.
Avoid combining these elements with the hand drawn vines. It can become overly complex.
38 | Identity
Identity | 39
Graphic Elements | Leaves and Vines
40 | Identity
Graphic Elements | Combining Elements
Any of the image-based graphic elements may be warped, distorted, resized, or rotated to fit the compisition. If the elements are placed in relation to one another, shadows and highlight must be added to evoke realism. The over-all color of them however, may not be altered.
Combining elements realistically is a great way to showcase visual complexity and grab attention. Therefore, it is great for advertisements and vehicile graphics.
Identity | 41
42 | Identity
Photography | Image Choice & Treatment
Photo Content Imagery representing Heritage Vineyards should be
Images of the winery house help give the vinyard a
relaxing, welcoming, and warm. Photo subject should
senese of home and belonging. The optimial time of day
be only of vineyard landscapes, grapes, wine, smiling
for photography is sunset as it gives a rich yellow lighting
peopel, & friends & family together. No other vineyard
to the subject’s content and resonates with the brand
should be displayed besides Heritage Vineyards.
color pallette. Never should there be an image were someone is frowning or looks unhappy.
Photo Treatment If images cannot be taken at sunset, the color balance of the images can be altered to appear more rich and warm in color. Photo Glare assets can be used as well to mimic end-of-day sun rays. Cool-toned images should never be used. Winter photos can be used seasonally but seldomly, and never to display an empty vineyard.
Identity | 43
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Applications
How to use brand standards
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Stationary | Traditional Corespondance
46 | Apllication
Application | 47
Wine Packaging | Full Bottles
48 | Apllication
Application | 49
Pamphlet | Wine Tasting Room Pamphlet
50 | Apllication
Application | 51
Flyer | Wine Tasting Room Flyer
52 | Apllication
Fruit Wines Vineyard Peach Our best selling fruit wine every year since it was released in 2013! This sweet fruit wine became an instant favorite from the release date to now. The wine has all
Raspberry Crush Lemonade Sangria
the peach flavor guests have came to love!
This is a sweet sangria made with Heritage Vineyards own
Sweetness: Sweet
Raspberry Crush wine. This is a new offering in 2015. This
$10.59
sangria has quickly become a guest favorite. Sweetness: Sweet
Cranberry Crush
$14.49
The sweetness, but tartness of this wine will tantalize your taste buds! This wine made its debut in early 2012 and underwent a reformulation in 2013. Sweetness: Sweet $10.59
Sweet & Semi-Sweet Harvest Moon This is an Estate Wine! Try our sweet Niagara wine that rep-
Raspberry Crush This is one of our top sellers. Its sweet raspberry flavor has quickly made it a guest favorite. Sweetness: Sweet $11.79
Sangria House made Original Sangria This sangria is our original. This has been a summer favorite for years. Original sangria uses Heritage Vineyards Harvest Moon. This is a sweet Niagara grape grown right here in the vineyard.
resent the first grapes planted at Heritage Vineyards. This wine has a distinctive fruit flavor and will remind you of the grapes you plucked from your grandmother’s arbor. Harvest Moon is delicious with apples and sharp cheese. Sweetness: Sweet $10.59
Evening Star This sweet, ‘grapey’, vibrant red wine has an assertive but smooth flavor. This wine screams concord – like eating grapes off the vine. Evening Star pairs well with fresh fruits and many cheeses, also makes an excellent desert wine. Sweetness: Sweet $10.59
Sweetness: Sweet $14.49
Application | 53
Website | Webpage Mockup
54 | Apllication
Application | 55
Transportation | Vehicle Graphics
56 | Apllication
Application | 57
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Advertising
Marketing the Brand
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Print Ads | 8”x10”
Advertising | 61
62 | Advertising
Print Ads | Billboard
Advertising | 63
Merchandise | Buttons
64 | Advertising
Merchandise | T-shirts
Advertising | 65
Your Local Family Vineyard