Peter Pan Brand Book Final by ilanasatori

THE SNACK YOU NEVER OUTGROW.

TABLE OF CONTENTS

Brand Identity Learn to Fly Other Cool Stuff

4 6

Logo

History of the Pan 10 Intro 12 Versions 14 Space & Size 18 No No’s 20

Color

Primary Palette Secondary Palette Hierarchy & Usage Color Combos No No’s

24 26 28 30 32

Typography

Overview 36 Usage 38 No No’s 40

Supporting Elements

The Twinkle Wave Footer Feather Pattern

Head Pattern No No’s

Packaging

Label 56 Safety Seal 58 Store Placement 60

Photos

People & Product 64 Container Shapes 66 Bleed 68 No No’s 70

Stationery

Letterhead Envelopes Business Cards

Signage

In Store Corporate No No’s

Publications 44 46 48

50 52

Logo Placement Typography Color Usage

74 76 78

82 84 86

90 92 94

Web Media

Website Top Bar Navigation Banner Ads Typography Color Usage

98 100 102 104 106

Logo Placement Color Usage Product Placement

110 112 114

Thanks

116

LEARN TO FLY 4

The original flight It all began with a little peanut. A little peanut that dreamed of being turned into a delicious treat. When it comes to snack time delights, we consider ourselves pretty knowledgeable experts. As the first of peanut butter snacks, Peter Pan has long been a favorite treat for kids and adults alike. This magical snack got its start in 1920 under the name E.K. Pond. Not a favorable or memorable name, it was given its childlike name of Peter Pan in 1928. Since plastics weren’t a packaging option at the start, we used tin cans with a turn key and reclosable lid. Eventually moving to glass jars during WWII due to metal shortages. Finally being the first of the peanut butter brands to use plastics in 1988. In almost one hundred years, we’ve created over a dozen varieties of peanut butter, including creamy and crunchy. In 2007, Disney’s animated character officially became the mascot of Peter Pan peanut butter. Fitting, as the character and peanut butter share a mutual feeling of never growing up. To this day, we believe in bringing a little magic into the life of everyone that eats our peanut butter. Spread the magic of Peter Pan.

Talk the talk All branding of Peter Pan Peanut Butter should speak to the inner child within every grownup. Peanut butter isn’t a serious adult food. Its playful and fun attitude should be thought of when speaking to consumers. Important to remember the childlike spirit of what’s in the jar and the magic that happens when it hits the taste buds.

What should be happening... Appeal to the masses by feeding their inner child. As a peanut butter full of magic and childlike spirit, Peter Pan invites grown ups everywhere to satisfy the urge to be a kid. Even if that is just for a few minutes a day. When satisfying their inner child, they are able to be carefree and forget all the other things that bog them down during the day. Let your kid have some fun.

Reach for the stars Gonna do some branding? Think about who you should be reaching when doing so. When we created the content, we had the person in mind that would look forward to this spectacular snack in their day. Maybe they’re caught up in their day-to-day, but when they eat their Peter Pan, they feel a sort of childhood flashback. Escaping today to revisit the past.

LOGO A smile can say a lot. That’s why there’s a childlike grin stretching across Peter’s face. It says “this peanut butter is a spoonful of fun and magic”, which is what we want everyone to feel when they see, think, or eat Peter Pan Peanut Butter. Not a bad thing to feel, right? So putting Peter into use, remember to do so for good, not evil. Think of the following section as a playbook for usage and application of Little Peter. Most importantly, remember to have fun.

LOGO History of the Pan Imagine the changes that can happen in over ninety years. There’s quite a few. We want you to see our transformation and how far we’ve come.

Then

Now

Pretty cool, right?

LOGO Intro Doesn’t Peter just melt your heart? Nevertheless, he deserves his name displayed. Therefore, we’ve given the logotype a magical and ethereal feel. It’s friendly and playful positioning gives the magical and etherealness that we as a brand try to express. We want everyone to feel that too. As it’s his name and our name, we want to make sure it’s just right. Capital and lowercase letters are important for any name.

LOGO Versions Options are important. One “size” does not always fit all. For this reason, we have three different ones. It’s pretty important for Peter to look his best, so make sure you use the right one. Consider the size and shape of materials used, as to avoid stretching our little guy out of shape.

Horizontal Full color: Primary Logo Peter should hangout on a light background so he can really pop!!

Horizontal One Color: Black For simple application of logo.

Horizontal One Color: Reversed For exceptional use when the logo needs to be placed on a dark background.

Vertical Full Color: For use in vertical applications.

Vertical Single Color: Black For use in simple, vertical applications.

Vertical Single Color: Reversed For use in vertical applications against dark backgrounds.

Peter Icon Full Color: For used in simpler applications, i.e. Facebook profile pic, website bookmark icon, and other like situations.

Peter Icon Single Color: Black

Peter Icon Single Color: Reversed

LOGO Space & Size Exclusion area He’s too cute not be seen. Exactly why it’s important to keep some space around the logo. He needs his space. It’s called an exclusion area for a reason, silly. So set it to 1 vertical “P” from “Peter” around each side of the logo. Minimum Size The logo, Peter, shouldn’t be smaller than one inch to make sure he doesn’t lose who he is. And by that we mean his exactness. If you need a smaller Peter, try the icon version.

1 inch

LOGO No No’s We’ve gone ahead and created examples of what not to do when using the logo. Simple, right?

Don’t change the colors.

Don’t rescale logo out of proportion.

Don’t use just initials PP. hehe.

Don’t give Peter a big head.

Don’t use a gradient overlay.

Peter Pan Don’t try to recreate Peter, not possible.

Crunchy Don’t give him swag and tilt the logo.

Don’t repurpose the style of the logotype for other campaigns or new brands.

Don’t place full color logo on a dark photo background.

COLOR Colors are kind of a big deal to brands. We like that our colors are ones people see and say, “Hey, that’s Peter Pan.” Go us, recognizable and *cough cough* mature, yet oh so smooth and childlike. The important stuff about our primary and secondary color palettes are outlined in this section of the book. Look to this section for usage guidelines.

COLOR Primary Palette There are four colors that we consider the main players in our brand. They show off our fun and cool side. The colors, Bright Yellow, Kelly Green, and Bright Red, have long been associated with Peter Pan. Why completely change something that people recognize and appreciate? We’ve just given them a little bit of an upgrade. Now, we live and breath Pale Yellow, Light & Dark Green and Magenta. When people see these colors, they’ll recognize it as Peter Pan. That’s why a majority of any branding should include these colors, unless specified. And the primaries are...

Starry Yellow Pays homage to the old school.

Unforgettable Green Reflects our rich history and substantial mark in the snack aisle.

Gleeful Green Reflects the fun we have making our product.

Magical Mauve Emulates the feelings we hope people feel eating Peter Pan.

Pantone 106C

Pantone 376C

Pantone 553C

Pantone 106C

C3 M5 Y 85 K0

C 56 M2 Y 100 K0

C 80 M 47 Y 77 K 50

C 31 M 100 Y 50 K 17

R 252 G 228 B 66

R 128 G 189 B1

R 37 G 70 B 51

R 156 G 11 B 78

# f7e442

# 80bd01

# 254633

# 9c0b4e

Yes, we want you to have fun. Still shouldn’t use these colors to recolor the logotype.

COLOR Secondary Palette Our secondary color palette, full of bright colors and one mellow color (just for good measure) that reminds you of the fun we have as a brand. These colors should only be used in supporting the main colors. Runner ups include:

Peppy Orange

Radiant Red

Playful Purple

Warm Grey

Pantone 1375C

Pantone 1788C

Pantone 7652C

C0 M 45 Y 96 K0

C0 M 96 Y 83 K0

C 58 M 93 Y 40 K 32

C0 M 10 Y 10 K 85

R 255 G 158 B 22

R 244 G 37 B 52

R 98 G 38 B 80

R 76 G 68 B 66

# ff9e16

# f42534

# 622650

# 4c4442

Not to be used for the logo in any way.

COLOR Hierarchy & Usage • • • • •

White should be used as foundation for designing any collateral made with the brand in mind. Keep in mind the balance with the white when choosing one of our fun colors. Jazz up the foundational white with some of our primary colors. Supporting colors should only be used when a little something extra is needed in design layouts. Using too many different colors in a design can be overwhelming. That’s why we cap it off at three or four colors. Full color backgrounds...use to maybe separate sections and divide areas. But that’s it.

COLOR Color Combos Combinations from all our colors offers different expressions for layouts. Don’t forget to be careful when choosing color combos. Don’t want wack combos. Corporate Stuff Primary are the only colors to be used on corporate branding. Supporting colors, only for small accents on layouts.

Primary Color Palette

Corporate Color Palette

Packaging Color Palette

COLOR No No’s Don’t go doing these things.

Don’t change the logo colors with supporting colors.

Don’t try and create your own colors.

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Don’t put colors together that shouldn’t be put together. Think harmony.

Don’t use too much red or purple.

TYPOGRAPHY The type we use tells our story and expresses our visual identity. Its soft edges reflect our peanut butter’s creamy and delicious texture. Feel that lighthearted nature it exudes, making it easy to have fun when you see it. This section covers our typeface families and how to use them properly.

TYPOGRAPHY Overview These three typefaces are used across the Peter Pan company’s visual identity. All are offered as options depending on the medium they are being used. All just feel right.

Filson Soft Black Filson Soft Medium Filson Soft Book When Filson Soft isn’t an available typeface, use the comparable Futura.

TYPOGRAPHY Usage Don’t know how to really use the type? Take these examples as a reference for all forms of media. Keeps the purity of all designs to where they should, it would just be wrong not to do.

Corporate Printed

Imprint

Usage typeface Filson Soft

Example Annual Report Sustainability Report Business Cards

Digital Usage typeface Filson Soft

PETER PAN’S FLIGHT HISTORY THIS YEAR

Products

Recipes

Being Green

Example MS Office Templates

Public Ads

GINGERBREAD PETER Nutrition Facts Serving Size 2 tbsp (32g) Servings Per Container: 14 Amount Per Serving

Calories 210

Calories from Fat 150 % Daily Value*

Total Fat 17g

26% 15%

Saturated Fat 3g Trans Fat 0g Cholesterol 0mg

Sodium 140mg

Total Carbohydrate 6g

2% 9%

Dietary Fiber 2g Sugars 3g Protein 7g Vitamin A 0%

Vitamin C 0%

Calcium 0%

Iron 2%

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs

er utt peanut b

Example Website

Ingredients: Roasted Peanuts, Sugar Less Than 2% of: Hydrogenated Vegetable Oils (Cottonseed and Rapeseed), Salt

Usage typeface Filson Soft Example Catalog

VIEW RECIPES

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Wendy

About Us

ginger bread

Dear Peter,

Sincerely,

From the people that brought you Creamy and Crunchy… it’s

Mixes two ingredients that people love during the holiday season, peanut butter and gingerbread. Great for adding a twist to Santa’s cookies. Just don’t forget the milk.

Wendy Darling 1221 Neverland Drive Chicago, IL 60620

GROWING UP DOESN’T MEAN EATING GROWN UP. Ex eiumqui odis maios quam lab idus aceste net eatem restorr ovident aut archici isciist, quiatquunt, tet eiciatias apicitatem faccab id

TYPOGRAPHY No No’s Try your darndest not to do the following.

Don’t change the colors.

Don’t rescale type out of proportion.

Don’t use a gradient overlay.

Don’t use other typefaces.

Don’t stack type.

SUPPORTING ELEMENTS Here lie the elements of our brand that help our key players shine. That doesn’t mean they aren’t just as important. This section will explain the importance of each of these supporting elements, and why it’s needed for them to appear like we’ve shown.

SUPPORTING ELEMENTS The Twinkle™ The reason for The Twinkle graphics is that upon seeing them, people will be reminded of their childhood and how they could always wish upon a star. The same essence we hope for when they eat Peter Pan Peanut Butter. Twinkle graphics should only be used when a little extra magic is needed. So, only with copy, no pictures or other graphics. Words can be boring, but not when The Twinkle is hanging around.

SUPPORTING ELEMENTS Wave Footer Say hello. The footer adds to the visual of the flow of peanut butter. Flowing from page to page, it keeps the movement going. Waving footer should be limited to only the Peter Pan stationery, promotional, and corporate materials.

SUPPORTING ELEMENTS Feather Pattern As a part of the logo, we wanted to give Peter’s feather its own shining moment. We do ask that if you’re going to use our feathers, please consider doing so on solid backgrounds. If you are going to put type on top of the feathers, do so sparingly.

SUPPORTING ELEMENTS Head Pattern Some might say one head is enough, we believe the more the merrier. Although, if the pattern is done wrong, it can look like a gang meetup. Yes, he’s friendly, but intimidating in numbers. This isn’t the way of Peter Pan. Keep the opacity at 50%. There’s no need to have space between the columns, but the heads should be scattered. Because we measure in feathers, the heads by rows should be kept two feathers distance apart.

SUPPORTING ELEMENTS No No’s Try your darndest not to do the following.

Don’t change the feather pattern color.

Don’t change the opacity of the feather pattern.

Don’t overuse the Twinkle.

Don't use the Twinkle as a pattern.

Don’t feather Peter.

PACKAGING We work hard to make our packaging look a certain type of awesome. Let’s keep it that way. This section provides everything you need to know when it comes to what Peter Pan packaging should look like.

PACKAGING Label The peanut butter is kind of our thing. That’s why it’s important that the label on the jar make a memorable impression. You might even catch a wink from Peter’s grinning face if you squint real hard. We call it magic. In order to maintain the magic, we ask that you stick to the look we’ve spent many of slumbering nights creating. Each jar resembles one another except for the color swoosh. The color swoosh represents which flavor is in the buttery jar. These are some of the combos examples: Peppy Orange- Creamy Radiant Red- Crunchy

creamy Discard Seal, Rinse Jar, & Replace Lid

Nutrition Facts Serving Size 2 tbsp (32g) Servings Per Container: 14 Amount Per Serving

Calories 210

Calories from Fat 150 % Daily Value*

Total Fat 17g

26% 15%

Saturated Fat 3g Trans Fat 0g

PLASTIC JAR

www.peterpanpb.com

Cholesterol 0mg

Sodium 140mg

Total Carbohydrate 6g

2% 8%

Dietary Fiber 2g Sugars 3g Protein 8g Vitamin A 0%

Vitamin C 0%

Calcium 0%

Iron 2%

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs

peanut butter

NET WT. 16.3 OZ (1.02 LB) 462g

INGREDIENTS: ROASTED PEANUTS, SUGAR LESS THAN 2% OF: HYDROGENATED VEGETABLE OILS (COTTONSEED AND RAPESEED), SALT CONTAINS: PEANUTS

PACKAGING Safety Seal Not only does Peter make people happy, he also protects them. Safety seals keeps the bad stuff away so that there is more time spent enjoying the good stuff. If the safety seal doesn’t look like this, something up. To avoid unhappy peeps, stick to the given example. Much appreciated.

PACKAGING Store Placement The store is often the first impression for a number of peanut butter eaters. Peter’s smile welcomes and draws shoppers into picking it up. Making store placement important. When placing on the shelves, his head should be facing outward, with the flavor swoosh visible. It’s our job to make choosing us an easy one. Here’s to conquering the peanut butter world. Look to our example for how to “expertly” place the jar on shelves.

creamy

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r te

crunchy

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PHOTOS In order for people to want to grab a jar of Peter Pan off the shelves, it needs to look yummy and delicious. Seeing other people enjoying the product, makes you want to join them. So, do join them. Think about that when styling and choosing the photos. Make sure they are light and easy to see. This section will give you all the guidelines to people and product shots.

PHOTOS People & Product All the people photos in ads, editorials, promos, etc. should all follow these examples. People should be smiling, having fun and be enjoying the product. Posing should be natural, like our peanut butter. Models in the photos should be young, but not like non-driving age young. Product shots should include the peanut butter in different forms and usages. Make sure it looks as delicious as it definitely tastes. Remember, presentation is everything.

PHOTOS Container Shapes We don’t fit into a square, so why should our photos? That’s why these shapes should hold pictures on promos ads or other materials that will show photos of people or product. Like our peanut butter being scooped and spread, it just goes with the flow.

PHOTOS Bleed Rather than just a bunch of boring words, we want you to feel free to add photos. People gravitate to food they see other people enjoying. If you decide to add photos and bleed them on branded material, follow the guidelines. We like options. So, you can use one photo or up to three overlapped photos. Keep in mind, when bleeding with the flowing container shapes (see rules in supporting elements section), limit the bleed to 1-3 edges of the paper. Better with visual? We are too. Look at our awesome example.

PHOTOS No No’s There are things that just don’t work, like these.

Don’t use overthought photos.

Don’t use hard-to-see photos. Want to make sure you can see what you’ll be eating.

Don’t use unclear photos. Just doesn’t look very yummy.

STATIONERY Stationery is one of the most widely used parts of branding to show people who we are as a company. It can often be the first bit of smile people get from Peter Pan, whether it’s getting a business card from one of our many fantastic employees or a letter. That’s why it’s important that our stationery gives the same smooth yet creamy attitude at all times. And by that, it needs to always look on point. This section will guide you when wondering what’s right and what’s wrong when it comes to using the stationery.

STATIONERY Letterhead Peter Pan letterhead should be used in correspondence within the company and outside the company, but only when it has to do with talking about the brand. It would be just confusing otherwise. Typography The letterhead should still be that smooth and creamy, Filson Soft. If Filson Soft isn’t available, you may the alternative, Futura. Margins Peter shouldn’t be too close to the edge that he looks like he’s falling off. Keep Peter safe by sticking to the example provided. The starry pattern adds to the dreaminess of the Peter Pan brand.

0.75” margins

Back

Front

STATIONERY Envelopes A first point of contact for anyone receiving communication, which is why it’s childish, yet maturity, is important to maintain. Yes, it does what an envelope does best. Keeps the content inside safe. But it also gives recipients a taste of what lies ahead when you rip open the seal. Use the envelope for on Peter Pan brand correspondence. Avoid using for personal use, unless there’s a pretty tasty reason.

0.375” margins

1221 Neverland Drive Chicago, IL 60620

Front

Back

STATIONERY Business Cards Not only do business cards hold some pretty important information, but they also give insight. That’s why ours are fun and dreamy. Peter’s smiling face remains prominently placed on the top left, while it twinkles on the back Typography Keep with the brand’s choice of Filson Soft. Margins As Peter is pretty well-known, it’s important to give him the space he deserves. Keep all type a two feathers distance from the logo. See the example provided to guide you.

0.25” margins Wendy Darling

Thimble Salesperson 1221 Neverland Drive Chicago, IL 60620 593-204-2194 wendy.d@peterpan.com

Front

Back

SIGNAGE Everyone will see this. We keep that in mind when we’ve designed the way all signage should look. From corporate signage to consumer signage, it needs to portray the same message, we are fun and approachable. We’re basically your BFF. This section is packed with everything you need to know to make sure our brand smiles bigger than the sun.

SIGNAGE In Store Being in front of the masses, we want to look our best. Peter’s smiling face should be prominently placed on the top of all signage used in stores. That way when people see it, they feel the joy and dreaminess that we pack into every jar. We’ve come up with examples of the way public signage at supermarkets and local convenience stores should be shown.

Grocery Cart Ad

Aisle Signs

SIGNAGE Corporate Signage Hey, it’s Peter. He puts the Peter in Peter Pan. Kind of a big deal to have not only the logo and logotype presented clearly, it needs to be placed correctly. Peter can’t do his thing if there are other type, colors, non-Pan things impeding his mission. He brings happiness to all that see, eat, and interact with him. Since headquarters is typically the first impression for many people, it’s important that this mission remains clear. That’s why we’ve developed these exact examples of how any corporate signage should be presented. Don’t mess with excellence.

Door Decal

Wall Decal

SIGNAGE No No’s We get it. Following rules is hard sometimes, especially when being a rebel sounds so cool. So to help you stay on track, we’ve made a couple examples of what not to do when it comes to signage. Hopefully this will help in any confusion.

Don’t rotate the logo, it would just be confusing.

Don’t oversize the logo to unreadability.

Don’t change Peter’s coloring. He’s perfect the way he is.

PUBLICATIONS Peter Pan publications all encompass what we ooze visually, shining stars. Whether it’s corporate or editorial we still like to keep or fun and smooth edge. Just got to know whether to go creamy or crunchy. Check out the next couple pages for a guide to knowing which way to go. We believe there is no reason to struggle if you don’t have to.

PUBLICATIONS Logo Placement Peter Pan logo should always have a presence on every publication no matter what. How else will they feel the magic? Should be located at top left of the page, with one “P” space on each side of the logo. For the confused, see example to the right.

PUBLICATIONS Typography We might come off as the cool kid on the shelf. And we are, but we all believe some things should remain consistent. Type is one of them. That being said, please follow the example over yonder and the below numbers.

Headers: Filson Soft Black, All Caps Size: 50 and 72pt Tracking: 50 and 72pt Color: Gleeful Green Subheads: Filson Soft Medium Size: 24pt Tracking: 24pt Color: Magical Mauve Body Copy: Filson Soft Book Size: 10pt Tracking: 12pt Color: Gleeful Green

HEADERS

Subheads Body Copy

PUBLICATIONS Color Usage Here’s the deal, we only require you to use Unforgettable Green and Gleeful Green. For corporate materials, you can also use up to one color from the secondary palette. For editorial materials, you can use up to two colors from secondary palette. That’s fair, right? We think so too.

Corporate Examples

Editorial Examples

WEB MEDIA The web is where most people find out about a product they are interested in. Exactly why our website must match our visual identity. Search Peter Pan Peanut Butter online, immediately feel a part of the magic and let us put a smile on your face. From colors to type, the website should reflect the mission we have outlined for our brand. More of a visual learner? So are we. Consider this section your visual education on web media.

WEB MEDIA Website - Top Bar Consider this the lid of our website. It stands out and is typically of the first things people see. Got to twist it to see what is inside. See example for reference.

Products

Recipes

Being Green

About Us

From the people that brought you Creamy and Crunchy… it’s

GINGERBREAD PETER Mixes two ingredients that people love during the holiday season, peanut butter and gingerbread. Great for adding a twist to Santa’s cookies. Just don’t forget the milk.

ginger bread

Nutrition Facts Serving Size 2 tbsp (32g) Servings Per Container: 14 Amount Per Serving

Calories 210

Calories from Fat 150 % Daily Value*

Total Fat 17g

26% 15%

Saturated Fat 3g Trans Fat 0g Cholesterol 0mg

Sodium 140mg

Total Carbohydrate 6g

2% 9%

Dietary Fiber 2g Sugars 3g Protein 7g Vitamin A 0%

Vitamin C 0%

Calcium 0%

Iron 2%

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs

ut peanut b

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Ingredients: Roasted Peanuts, Sugar Less Than 2% of: Hydrogenated Vegetable Oils (Cottonseed and Rapeseed), Salt

VIEW RECIPES

WEB MEDIA Website - Navigation This is where the fun begins. Below the top is the creaminess. Therefore, the content has to be clearly marked, readable and follow our brand’s visual identity. Once again, to make it easy on you, we’ve provided an example.

100

Products

Recipes

Being Green

About Us

From the people that brought you Creamy and Crunchy… it’s

GINGERBREAD PETER Mixes two ingredients that people love during the holiday season, peanut butter and gingerbread. Great for adding a twist to Santa’s cookies. Just don’t forget the milk.

ginger bread

Nutrition Facts Serving Size 2 tbsp (32g) Servings Per Container: 14 Amount Per Serving

Calories 210

Calories from Fat 150 % Daily Value*

Total Fat 17g

26% 15%

Saturated Fat 3g Trans Fat 0g Cholesterol 0mg

Sodium 140mg

Total Carbohydrate 6g

2% 9%

Dietary Fiber 2g Sugars 3g Protein 7g Vitamin A 0%

Vitamin C 0%

Calcium 0%

Iron 2%

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs

ut peanut b

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Ingredients: Roasted Peanuts, Sugar Less Than 2% of: Hydrogenated Vegetable Oils (Cottonseed and Rapeseed), Salt

101

WEB MEDIA Banner Ads Some might consider them pesky or irrelevant. But, banner ads give those perusing the internet a glimpse into the brand. To avoid the chance of people clicking out of them or even exiting the page, banner ads needs to have that magic that draws them into clicking. Banner ads lead to great things. So great examples are what you need. See ours, they’re great.

102

spread the magic.

103

WEB MEDIA Typography Just because it’s the internet, doesn’t mean the type should still emote those gooey magical feelings like it does on print. The curvy smooth edges on the type, winks “come indulge.” Keep the type looking right. Right like the direction of our examples.

104

Body Copy

H1 Subhead H2 Subhead Typical Paragraph Styles:

H3 Subhead

Body Copy: Filson Soft Book 12pt / auto leading / gleeful green Subheads: H1 Subhead Filson Soft Medium 20pt / 20pt leading / magical mauve H2 Subhead Filson Soft Medium 16pt / 16pt leading / magical mauve H3 Subhead Filson Soft Medium 12pt / 12pt leading / magical mauve

105

WEB MEDIA Color Usage With so many options for colors, we’ll make it easy on you. Use the primary colors with appearances made by supporting colors. Yep, that’s the proper usage over there. Not there. There.

106

100%

Starry Yellow

Unforgettable Green

Gleeful Green

Magical Mauve

R 252 G 228 B 66

R 128 G 189 B1

R 37 G 70 B 51

R 156 G 11 B 78

f7e442

80bd01

254633

9c0b4e

60%

100%

Peppy Orange

Radiant Red

Playful Purple

Warm Grey

R 255 G 158 B 22

R 244 G 37 B 52

R 98 G 38 B 80

R 76 G 68 B 66

ff9e16

f42534

622650

4c4442

60%

107

108

TV Television is a big moment for Peter Pan to shine. People should see us on t.v. and want to run to the store to buy a jar. That’s why it’s important for our product to be perfectly placed and for the logo to spread our message. Let this section guide you and answer any questions you might have in regards to how the logo and type should look on television.

109

TV Logo Born to stand out, the logo should be the last thing people see on a commercial. In that case, it’s got to be just spectacular. See the examples to the right? Don’t they look awesome? That’s because this is how it should be done. Let the logo twinkle.

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creamy

THE SNACK YOU NEVER OUTGROW.

ut peanut b

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THE SNACK YOU NEVER OUTGROW.

Product Overlay with Tag

Logo Overlay with Tag

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TV Color Keep it simple. Keep it primary. We’ve got it down pact, so why change it? Our colors say who we are, so changing the colors would change us. Do you not like us? Yeah, we agree that’s impossible, so just stay true to the colors we use. Made it easy for you, just look at our examples over there. To the right. Important to note, primary colors only, RGB Values should be used.

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Starry Yellow

Unforgettable Green

Gleeful Green

Magical Mauve

R 252 G 228 B 66

R 128 G 189 B1

R 37 G 70 B 51

R 156 G 11 B 78

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TV Product Placement The jar. It’s pretty important. It holds the magic to what’s inside. To share our magic, we have to make sure we put ourselves in the right light. We’re talking about how people see us on tv, of course. The product should always be clear, so people get the right idea about us. In close-ups, the product should take up 20% of the frame.

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THANKS!

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Thank you for reading along. We’re thrilled that you read our book, so you can share the importance of the visual identity of the Peter Pan Peanut Butter brand. We hope you are now able to go forth and represent our magic the way it was intended. It’s your turn to go sprinkle fairy dust.

— The Team at Neverland Questions, concerns, flying lessons? findthemagic@peterpanpb.com

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