Villa Sage - Brand Development & Identity

Villa Sage Identity and Style Guidelines v1.0 June 2018

Introduction

Who is Villa Sage?

Villa Safe offers eco-friendly and environmentally sustainable products for home cleaning. Based on a subscription based e-commerce model, customers will receive an Introductory Box consisting of two stainless steel canisters, a liquid pump dispenser and a spray dispenser.

These reusable dispensers have artwork that is custom designed to be aesthetically suitable for keeping on the kitchen benchtop. In addition to the reusable dispensers, customers will receive fully recyclable concentrate volumes of eco-friendly multipurpose spray and eco-friendly dishwashing liquid that is effective but also gentle enough to be used as a hand wash. Thereafter, subscribers will receive concentrate refills on a monthly basis.

It is envisioned that the brand will expand into other household cleaning products and eventually partner with Environmental Charities, donating a percentage of proceeds received by the business, and offer customers the choice of which charity they would like to contribute to.

Vision To create a greener world through the reduction of toxic chemicals and plastic usage in the home.

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Primary Logo

Villa Sage Components The Villa Sage logo is made up of two components: 1. Villa Sage text 2. Eco Friendly Symbol Different Colour versions of the logo have been created to ensure the logo can be reproduced clearly in different formats. The coloured version is always preferred. The white version should be used when the turqoise colour is not legible.

Why Villa Sage?

Villa Sage has been chosen to represent convenience, environmental sustainability and easy living.

Villa - Representing an easy and idyllic lifestyle and home.

Sage - Representing Green, eco-friendly and an environmentally sustainable lifestyle.

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Alternate Logo

Our Eco Friendly Device The Eco Friendly Symbol may be used alone in special circumstances such as staff uniforms, favicons, mobile applications etc. It is used in these instances as shorthand for the Villa Sage logo.

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Name Usage

+ Villa Sage should always be written as two words, with capital ‘V’ and ‘S’. + The full registered name is ‘Villa Sage’. The full name should be used for legal documents and disclaimers. + There is only one way to refer to Villa Sage and that is as ‘Villa Sage’.

There is no shorthand, nickname or abbreviation to be used.

Only Use

Do Not Use

Villa Sage

VS villa sage villasage VILLASAGE

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Brand Colours Primary

The primary palette contains two colours: Villa Turqoise and Sage Turqoise. The colours are defined by the CMYK and RGB values shown, these colour values represent the true logo colours.

Villa Turqoise

Sage Turqoise

CMYK 87 23 44 47 RGB 0 97 99 HEX #006163

CMYK 76 20 40 26 RGB 51 129 130 HEX #338182

PMS 323 C

80% PMS 323 C

The secondary pallette consists of only the Header Orange colour which is used for documentation.

On occasion, PMS values may be required for production. The PMS colours shown here represent the closest match to the true CMYK colours. The CMYK breakup of these PMS colours DO NOT match the CMYK values of the Villa Sage colours and should NOT be used in their place.

Secondary

Header Orange CMYK 0 65 100 0 RGB 237 110 0 HEX #ED6E00 PMS Orange 021 C

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Logo Usage The examples shown below are what to do and what to avoid when using the Villa Sage logo. As seen below, the logo must always appear in proportion, in the correct colours and also with the correct clearance space.

When using the full logo, the logo elements must never be seperated.

The logo must never be distorted or stretched out of proportion.

The logo must never be seen at any other angle other than horizontal.

The logo elements must never be changed. This includes modifying the colours or logo type.

Logo elements should always be kept at the same proportions.

The logo must never be put on an inappropriate coloured background where the logo elements are at risk of dropping out.

Do use the coloured version on a white or light coloured background.

Do use the reversed logo when on a similar turqoise or dark coloured background with similar tones.

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Logo Minimum Size and Clear Space

‘V’ is minimum 5mm

To ensure the integrity and visibility of the logo, a minimum clear space has been defined as 50% of the height of the uppercase “A” from the word Villa. This clear space is to be applied on all sides of the logo, as pictured above.

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Typography

ABC ABC

Playfair Display - Logo Font

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ()!@#$%^&<>,.? abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ()!@#$%^&<>,.?

Futura LT Medium - Document Font

Villa Sage logo Playfair Display - Letter forms are similar but different to the logo (look at the L especially). Donâ&#x20AC;&#x2122;t use it in place of the logo.

ABC ABC

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ()!@#$%^&<>,.? abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ()!@#$%^&<>,.?

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Questions

If you have any questions regarding this guide, please contact the marketing department on 0466 679 385.

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