The Crafty Hookster Brand Standards by J.A. Design

Brand Standards Guide

TABLE OF CONTENTS LOGO & USAGE

Clearspace & Minimum Size Logo Color Variation Color Palette Misuse Typography

3 4 5 6-7 8-11

BRANDING SYSTEMS

Advertisements Stationary System Website Packaging

CONCLUSION

12 13-14 15-16 17

LOGO & USAGE The Crafty Hookster logo is the core of our brand. Thus, it should never be used in a manner that conflicts with our brand identity. The following pages show the both the correct and incorrect usage of our logo. Using the logo in disobedience to this guide is strictly prhoibited.

Primary Logo

Secondary Logo

CLEARSPACE The clearspace represents the minimum space necessary around the wordmark. Defining clearspace is necessary to maintain brand consistency and avoid corrupting the brand image. To ensure legibility at all times, The Crafty Hookster logo employs a clearspace that is the width of the “T” in “The”.

MINIMUM SIZE To preserve the integrity and ensure no misuse of The Crafty 1.5” tall

Hookster logo, the primary logo must never appear smaller 1.5” tall. The secondary logo must be now smaller than 1” tall.vv

1” tall

LOGO COLOR VARIATION For times when it is difficult to read the black font on dark backgrounds, use this variation of the logo.

COLOR PALETTE Shown to the right is the complete color palette chosen for The Crafty

PANTONE®

213C #E81F76 RGB: 232, 31, 117 CMYK: 2, 97, 24, 0

PANTONE®

306C #00B2E3 RGB: 0, 179, 227 CMYK: 81, 3, 5, 0

PANTONE®

7488C #70D44B RGB: 111, 212, 74 CMYK: 57, 0, 93, 0

PANTONE®

1945C #AB0A3D RGB: 171, 10, 61 CMYK: 23, 100, 70, 14

Hookster. Continued adhereance to the color builds ensures the consistency of the brand identity.

PANTONE®

647C #236092 RGB: 36, 96, 147 CMYK: 91, 63, 20, 3

PANTONE®

7740C #348F41 RGB: 52, 143, 65 CMYK: 81, 20, 100, 6

MISUSE The rules listed on the following pages outline several examples of misusing The Crafty Hookster logo. Never manipulate or change The Crafty Hookster logo in any way.

Do not change the colors of the logo

Do not add any special effects

Do not adjust line weight

Do not overlap elements of the logo

Do not stretch or shrink the logo

Do not rearrange the elements of the logo

Do not place white type on a light background

Do not shear or tilt the logo

Do not place dark type on a dark background 8

TYPOGRAPHY To maintain consisitency with our brand, use the selected typefaces for their approved purposes and do not substitute them with another typeface.

LOGO TYPEFACE Life Savers Bold and Archistico are to only be used within the logo and should not be applied anywhere

Archistico

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

else within our brand identity.

Life Savers Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 9

Futura Book Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

HEADERS & SUBHEADERS When creating headers and subheaders, use the typefamily Futura. For headers only, you must capitalize all lettters.

Acceptable weights:

Futura Medium Futura Demi Futura Heavy Futura Bold

PRIMARY BODY FONT Lora should always be used for body font except when it is used on digital media; only then should Open Sans be used.

SECONDARY BODY FONT Our secondary body font is Open Sans and should only be used for digital media, otherwise, use Lora.

Lora

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Open Sans Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

BRANDING SYTEMS The materials and guidelines on the following pages outline exactly how all communication materials should be created and implemented.