BRAND GUIDE
CONTENTS
INTRODUCTION
3
• Mission • History • Product • Client Profiles
LOGO
19
• Mark • Usage • Clear Space • Variants
COLOR
29
• Palette • Patterns
TYPOGRAPHY
35
• Typefaces • Usage
IMAGERY
43
• Graphic Elements • Photography
APPLICATION • Voice • Packaging • Collateral • Web
53
INTRODUCTION
3
5
7
INTRODUCTION
MISSION The goal at Vitalize is to make natural products readily available to whomever is interested in exploring a natural lifestyle and holistic approach to wellbeing. From herbal teas and tinctures to essential oils for aromatherapy and skincare, discover the power of natural care for mind and body with a monthly subscription that is hand-curated uniquely for you. ÂŤ
9
INTRODUCTION
HISTORY We believe in a holistic approach to health and wellness. You start your Vitalize journey by telling us a little about yourself and your lifestyle. We then make a holistic diagnosis based on the information you provide. Our way of thinking was inspired by Ayurveda, one of the oldest whole-body healing systems. Ayurvedic medicine is based on the delicate balance between the mind, body, and soul, which is responsible for one's wellness. The goal in Ayurvedic practices is to promote good health, rather than to simply treat ailments when they occur. ÂŤ
11
INTRODUCTION
THE PRODUCT
13
CLIENT
HEALTHY We serve the healthy individual. One who may be seeking natural products in support of a natural, healthy lifestyle. She is an athlete, a vegan, and passionate about cruelty-free products and cosmetics. This client wants to discover new brands whose mission and practices coincide with her beliefs. This client's Vitalize Box would introduce new products and brands to support her active lifestyle. She might receive essential oils for muscle relief, epsom salt bath soaks, natural long-wear deodorant, and botanical-infused face wipes. ÂŤ
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CLIENT
TRENDY We serve the trendy individual. One who may be seeking natural products that support her trendsetting lifestyle. She is an fashion blogger with a large Instagram following. She is passionate about finding the best unheard-of brands so that she can review them and share with her followers. She is interested in the beauty benefits and asthetic appeal of natural products infused with herbs and botanticals. Her Vitalize Box would include products like herbal tea mixtures, mineral and botanical infused face masks, and natural cosmetics. ÂŤ
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CLIENT
CURIOUS We serve the curious individual. One who may be seeking natural products even though she does not know much about their benefits. Her lifestyle may not be based on natural products and holistic wellbeing, but her interest is piqued. She is open to the idea of promoting good heath with herbs and botanicals. Her Vitalize Box would be informative and general. It would include things that could easily be incorporated into any lifestyle. She may receive shea butter lotions, natural hand soaps, and aromatherapy perfumes and linen mists. ÂŤ
LOGO
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21
LOGO
CREATING A MOOD Our mark is light, delicate, flowing and organic. It evokes the feelings of naturalness and simplicity that we want our customers to experience when interacting with our product. Our logo is made up of three elements—our custom script, hand illustration, and tagline. 
PRIMARY MARK
NO SMALLER THAN 1.5 INCHES IN WIDTH
IN BLACK
YOU MAY NOT
DROP PART OF THE TAGLINE
MOVE OR RESIZE THE TAGLINE
ADD A DROP SHADOW
TILT THE MARK
SQUISH THE MARK
STRETCH THE MARK
23
LOGO
USAGE Our primary mark combines our hand lettered script and a simple slab serif secondary font, Josefin Slab. The mark should not appear smaller than 1.5 inches in width. The tagline may be dropped, but it should be removed entirely, not in parts. The proportions of the logo and tagline should never be altered. The mark should never be squished, stretched, or tilted. No effects should ever be added to the logo. ÂŤ
USE THE "E" SHAPE TO DETERMINE CLEAR SPACE
LETTERHEAD PLACEMENT CENTERED HORIZONTALLY 40% OF THE WIDTH
MINIMUM 2 INCHES WIDE WITH CLEAR SPACE
ENVELOPE PLACEMENT CENTERED HORIZONTALLY 48% OF THE HEIGHT
25
LOGO
CLEAR SPACE To maintain the delicacy and airy nature of the mark, a generous clear space is given to both the primary and secondary versions. The clear space is used to determine the margin and scale for applications. In application, the logo should be horizontally centered and vertically aligned to the top of the page. The dimensions with clear space are used to determined the proportions of the mark. Only the primary mark is used on official letterhead and envelopes. ÂŤ
SECONDARY MARK FOR VERTICAL USAGE CLEAR SPACE
NO SMALLER THAN 0.75 INCHES IN HEIGHT
MINIMUN 1 INCH HIGH WITH CLEAR SPACE
IN BLACK
YOU MAY NOT
mind & body RESIZE OR REARRANGE THE TAGLINE
CHANGE THE TYPEFACE
STRETCH THE MARK
SQUISH THE MARK
TILT THE MARK
27
LOGO
VARIATIONS Our secondary mark drops the script for a vertical format featuring our hand icon and Josefin Slab for the name and tagline in two styles. The primary mark should be used when possible, but if the application is more suited for a vertical mark, the secondary should be used. The secondary mark should be used rather than scaling the primary mark to fit a narrow space. The tagline may be dropped from either mark as needed. ÂŤ
COLOR
29
VITAL CORAL
BOLD EGGPLANT
FRESH MINT
YOU MAY NOT
USE A COLOR THAT IS NOT A BRAND COLOR
MIX COLORS
ADD AN OUTLINE
31
PMS 7416C c 0 | m 73 | y 55 | k 0
r 242 | g 107 | b 101 PMS 5195C
c 57 | m 70 | y 47 | k 29
r 101 | g 74 | b 89 PMS 612C
c 14 | m 5 | y 12 | k 0
r 217 | g 227 | b 220
COLOR Our colors are vibrant yet natural. We pull our primary color palette from the herbs and plants which we create our products from. The logo mark should always appear in Vital Coral when in color. The logo may be white reversed out of black or any of the brand colors.«
THE LOGO SHOULD APPEAR IN VITAL CORAL WHEN IN COLOR
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COLOR
PATTERNS Patterns play a large role in our brand. Our patterns are made from our simple monolinear graphic elements. Patterns may be placed over photos or used as accents on packaging or branded elements. Patterns may appear in color on white or in white reversed out of a color. Brand patterns may be used in colors outside of the primary palette for supplementary brand pieces such as product packaging. Foil is used in some cases such as our specialty wrapping paper. ÂŤ
TYPOGRAPHY
35
37
TYPOGRAPHY Our typography is simple and clean like the simple ingredients which we cultivate to create our products. Our pairing of a slab serif and a sans serif bring a breath of modernity to our brand. ÂŤ
Josefin Slab Bold - Uppercase only
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(!?%&$.,;:) Josefin Slab Light - Uppercase only
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(!?%&$.,;:) Gotham Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789(!?%&$.,;:)
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TYPOGRAPHY
TYPEFACES We use three two typefaces, Josefin Slab and Gotham. Two weights of Josefin Slab may be used. Bold for headlines and Light for subheads, but both appear in uppercase only. Gotham Book is used for body copy. Only these typefaces should be used when creating any branded piece or communication element. Our logo uses a custom script that should never be replaced. No other script font should be used. Additional hand lettering may be used if provided. ÂŤ
X
0.5 X 0.25 X
THIS IS A HEADLINE THIS IS A SUBHEAD
0.5 X 0.5 X
And here is some body copy that no one will read. Fuga. Nimaximaxim facero es volor simenis ellam voluptatiam, volestis ne voluptae parit occae este conse vidignihit faciate mporpor upidebitas ditae velia dolorepro blaborit fugit repernatur, necum volupta simillit odionsequi conse voluptatur? Qui aut latempe llestia temodis dolorit istotaes dolupti
0.5 X
X
0.25 X
THIS IS A SUBHEAD
THIS IS A HEADLINE And here is some body copy that no one will read. Fuga. Nimaximaxim facero es volor simenis ellam voluptatiam, volestis ne voluptae parit occae este conse vidignihit faciate mporpor upidebitas ditae velia dolorepro blaborit fugit repernatur, necum volupta simillit odionsequi conse voluptatur? Qui aut latempe llestia temodis dolorit istotaes dolupti
0.5 X
0.5 X
41
TYPOGRAPHY
USAGE
The capheight of the headline determines spacing and proportion for all typesetting. The subhead capheight is half that of the headline and may appear either above or below the headline. The body copy capheight should be one quarter that of the headline. The space between each element of type is one half the capheight of the headline. ÂŤ
IMAGERY
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45
IMAGERY Imagery is essential to our brand. Our combination of textural photos and simple patterns work to create a look that highlights the complex beauty of nature. ÂŤ
SMALL LEAF
LARGE LEAF
SWASH
FLOWER
BRANCH
WREATH
YOU MAY NOT
COMBINE SEPARATE GRAPHICS INTO ONE
SQUISH OR DISTORT GRAPHIC ELEMENTS
FILL THE PARTS OF ANY GRAPHIC ELEMENT
47
IMAGERY
GRAPHIC ELEMENTS We use a series of simple graphic elements throughout our brand content. Each element may be used as an accent or to create a pattern. Graphic elements should not be combined with each other. Horizontal bars are also a brand element. They can be used in color or as photos and should always have pointed corners. ÂŤ
49
IMAGERY
PHOTOGRAPHY Brand photography is largely textural. All photos should be herbal, botanical, or floral. The primary brand colors should make up the majority of all brand photography, and photos should have a soft matte feel. To create texture, photos should be shot overhead or with a short focal length to maximize depth of field. Brand patterns or graphic elements may layer over photos. ÂŤ
YOU MAY NOT
USE PHOTOS IN BLACK & WHITE OR SEPIA
USE PHOTOS THAT ARE PRIMARILY NEGATIVE SPACE
USE PHOTOS THAT DO NOT INCLUDE THE BRAND COLOR PALETTE
USE PHOTOS OF INORGANIC MATERIALS OR TEXTURES
51
APPLICATIONS
53
55
APPLICATION It is important to always be aware of how we present ourselves in relation to the brand. Vitalize branded content should always be light, fun, and informative in web, product, and print application. The brand exists in print, three-dimensional, and digital space in specific ways. ÂŤ
57
APPLICATION
VOICE
Vitalize seeks to promote overall wellbeing in an effort to enhance everyday life. Copy should be written elegantly with a kind and caring tone. Our voice is simple and gentle. It aims to inform and guide. A large part of our brand is introducing people to new products and lifestlye choices. This should always be caried out with the utmost tact and concern. ÂŤ
59
APPLICATION
PACKAGING In addition to partnering with a variety of local, natural, and cruelty free small businesses, we also create our own line of products. Our line of Care by Vitalize products feature simple, clean, and colorful design. Packaging in largely monochromatic and uses a pattern. All products received in a Vitalize Box are accompanied with hang tags printed on recyled material. These tags identify the product with a brief description of use and its SKU number. The SKU number can be entered on our website to explore and order additional product. ÂŤ
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APPLICATION
COLLATERAL Our brand stationery set is an important vehicle of communication with our clients. In addition to our letterhead, business card, and envelope, it includes an informational postcard, which is included in every box, and a product order sheet. Other print pieces include tags and calendars. All of these pieces are to be simple and clean with the primary logo present in color. A textured paper is used for our letterhead. ÂŤ
63
APPLICATION
WEB
Our digital presence is our first impression upon most of our users. Our app is how we begin a journey with our customers. It is also where they can update us on their lifestyle needs so that we may serve them to the best of our abilities. Our app serves as a primary line of communication and interaction. They must be a strong driving force of the brand. ÂŤ
FOR EDUCATIONAL PURPOSES ONLY