Evangeline's Costume Mansion Brand Book by Joel Felix

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

Brand Book

This manual of brand standards for Evangelineâ&#x20AC;&#x2122;s Costume Mansion attempts to create consistency in the application of our new visual identity. It includes guidelines for the use of the brand-mark, graphic elements, logo-type, typography and color, and should be applied to all the communication pieces produced at every audience touch point. This manual does not attempt to provide a set of rules for every conceivable application (that would be impossible); instead it sets out details specifications for all existing applications and it outlines guides which can be applied to any new executions. Think of the following pages more like â&#x20AC;&#x2DC;guidelinesâ&#x20AC;&#x2122; rather than stringent rules that cannot be broken. As with any brand we should aim to remain flexible and open to new ideas of application. Sincerely,

Evangeline

Brand Position

Evangeline’s is the costume and novelty gift shop that provides instant amusement and enchantment with the largest supply of themed apparel and unexpected gift items you never knew you wanted. Unlike other costume retailers and novelty gift shops, Evangeline’s offers a one of kind shopping experience that compels your inner child to explore and imagine.

Brand Position

Evangeline’s Costume Mansion

For inquisitive and playful minded people who enjoy the unconventional,

Brand Archetype

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

A ND A RCHETY R B R PE OU

Brand Archetype

The Jester 5 Our primary brand archetype is The Jester. Also known as the entertainer or the performer, the Jester is quick-witted and irreverent. The Jester archetype represents living in the here and now. The life of the party, the Jester just wants people to lighten up and enjoy themselves! The afraid to bend rules, not afraid to stand out, and comfortable in their own skin.

Strategy

Brand Voice

Brand Promise

• Play & Have Fun

• Enthusiastic

• Make Jokes

• Expressive

• Be Funny

• Self-Deprecating

Entertainment & Fun (If you’re not having fun in life, you’re doing something wrong.)

Our Customers Feel

Associations

Motto’s

• Playful

• Originality

• “You Only Live Once.”

• “I love life”

• Mischief

• “Live Life to the Fullest”

• Giddy

• Possibility

• Carpe Diem”

• Energetic

• Comedy

• Entertained

• Spontaneity

• Amused

Brand Archetype

Evangeline’s Costume Mansion

Jester allows others to connect with their fun inner child — impulsive and unrestrained, not

Brand Attributes

Evangeline’s Costume Mansion

Eccentric

Curious

We deviate from the norm. We’re not afraid to walk to the beat of our own drum.

We’re naturally inquisitive and drawn to what might be considered odd; novel; strange or unexpected.

Mischievous

OUR BRAND

We enjoy the occasional ruse and prank, but only on those we like, and we like pretty much everyone.

ATTRIBUTES

Witty

Playful

We’ve got a keen intellect and use our insights in amusing and creative ways.

We believe if you’re not having fun in this life, you’re doing something wrong.

Brand Attributes

Taglines

Evangeline’s Costume Mansion

“From childhood’s hour I have not been As others were; I have not seen As others saw; I could not bring My passions from a common spring. 7 From the same source I have not taken My sorrow; I could not awaken My heart to joy at the same tone; all I loved, I loved alone. Pretending is OurAnd Reality. Then- in my childhood, in the dawn Of a most stormy life- was drawn From every depth of good and ill Be someone else; yourselfThe is mystery already whichtaken. binds me still: From the torrent, or the fountain, From the red cliff of the mountain, From the sun that round me rolled Whom shall we be today? In its autumn tint of gold, From the lightning in the sky As it passed me flying by, Located just outside Fromreality. the thunder and the storm, And the cloud that took the form (When the rest of Heaven was blue) Of a demon in my view.” —Edgar Allen Poe Taglines

Voice & Tone

Voice & Tone 8

There’s a difference between voice and tone. For example: You have the same voice all the time, but your tone changes. You might speak

Evangeline’s Costume Mansion

in one tone to your closest friends and family, and a different tone in a professional setting. Your tone may also change depending on the emotional state of the person you’re addressing. You wouldn’t use the same tone of voice with someone who’s scared or upset as you would with someone who you’ve been joking with. The same goes for us when crafting messages, whether on our website, brochure, or on social media. Our voice doesn’t change much from day to day, but our tone changes all the time. When you’re writing, consider our audiences state of mind, the setting in which your interacting with them, and the relationship we have with them. This helps to create authentic and personable relationships.

Witty but not Sarcastic Weird but not Inappropriate Informal but not Reckless Zany but not Foolish Self Deprecating but not Self Pity

Voice & Tone

Our Advantages

Our Advantages 9

At Evangeline’s Costume Mansion we offer some real competitive advantages that set us apart any other local retail outlet or online experience and should be emphasized at every opportunity. We’ve identified these advantages below.

Inventory and Access

Historical Context

Local shops cannot even come close to touching the stock and variety of supply offered year-round by both Evangeline’s Novelty & Costume Mansion.

History of building itself and location in Old Sacramento offers opportunities for interactive consumer experiences like scavenger hunts, themed rooms and hidden surprises throughout.

“Ensemble Assistance” Employees are trained in offering costume inspiration and assistance

Heritage & Experience We’ve been serving the greater Sacramento area for over 4 decades.

Our Advantages

Evangeline’s Costume Mansion

from any other novelty and costume retailer. These advantages are why people choose us over

Target Audience

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

T AU DIENCE E G R S TA Weâ&#x20AC;&#x2122;ve segmented our target audiences to ensure that all of our communication efforts are effective, consistent, and convey key brand attributes. When you are creating marketing material please keep in mind your audience segment and how you present your message.

Target Audience

Casual Tourists & Visitors Local and out of state tourists who come to experience the unique history of Old Sacramento for the day and happen across the unexpected offerings of Evangeline’s and the Costume Mansion.

Our Goal for Them: To ensure that they have a memorable and positive experience

These customers come to Evangeline’s Costume Mansion hoping to find that perfect ensemble for their event or party and are pleasantly surprised when they find that ECM has exactly what they’re looking for and even more than they could have ever imagined. Our Goal for Them: To ensure that they are inspired to elevate their costume game and that their expectations are exceeded.

Cosplayers & Reenactors

These customers are serious about there dress up game and are concerned about finding authentic and aberrant supplies that will help transform them into their desired persona’s and know that only Evangeline’s Costume Mansion has what they need. Our Goal for Them: To ensure that Evangeline’s will continue to stock the rare and authentic items that they’re looking for regardless of cost.

Target Audience

Evangeline’s Costume Mansion

Party & Festival Goers

Evangelineâ&#x20AC;&#x2122;s Costume Mansion visual identity is a visual representation of our brand positioning. It enables us a unified and consistent voice that operates within the context of historic Old Sacramento. The following pages explain the multiple iterations of our logo, how it was developed and the rules around using them correctly to create an inspiring and relevant brand in our market. Please follow the guidelines carefully. We have developed these guidelines to help build and maintain a clear, consistent and successful visual identity.

Visual Visual Identity Identity The costume we never take off

Primary Signature

Proprietary Typeface

Elegant Flourishing Drop Shadow

Evangeline’s Costume Mansion

Flag Warp Styling Location Identifier

Primary Signature The primary logo is the preferred ‘default’ signature to be used in most applications. The following guidelines will show how to use this signature consistently and correctly to ensure that our brand resonates across all communication platforms.

Primary Signature

Primary Signature Clearspace

Clearspace 15

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

Clearspace The shaded area shown in the example above displays the minimum area to be kept clear from any images, graphics or other interference. This area is directly related to the x-height of the letter forms and surrounds the signature at the furthest point on each side.

Primary Signature Clearspace

Secondary Signature

Elegant Flourishing

Proprietary Typeface

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

Drop Shadow

Icon/Symbol Flag Warp Styling

Location Identifier

Secondary Signature The secondary signature is reserved for instances that are more predominately square in format, or when the horizontal versions are not the best solution. This signature introduces space for our Howard House icon. Use your best judgment as to when to use this signature.

Secondary Signature

Secondary Signature Clearspace

Clearspace Evangelineâ&#x20AC;&#x2122;s Costume Mansion

Secondary Signature Clearspace

Tertiary Signature

Proprietary Typeface 18

Ascending Capitals

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

Drop Shadow

Simplified Line-work

Location Identifier

Tertiary Signature The tertiary signature is reserved for instances where the primary and secondary detail becomes to much for the application (due mostly to scale). This signature reduces the amount of detail used and is therefore best used in small scale applications where legibility is a priority.

Tertiary Signature

Tertiary Signature Clearspace

Clearspace

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

Tertiary Signature Clearspace

Badge

Emporium Typeface

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

Two Color Option

Badge The circle badge is another signature within our identity system and is a combination of our name and the Howard House illustration. The badge is to be used in small applications such as social media profile images.

Badge

Icon

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

Icon The icon badge comprised of our Howard House illustration is to be used in very small instances like website favicons or social media profiles

Icon

Color Palette

Color Palette 22

Evangeline’s logo consists of our two primary colors specified below. It’s a simple but elegant palette made up of a dull black and gold. We have

Evangeline’s Costume Mansion

provided color model breakdowns below.

Almost Black C=73 M=67 Y=65 K=78 R=25 G=25 B=26 Hex#19191A

75%

50%

25%

75%

50%

25%

Pantone: Black 7

Evangeline Gold C=20 M=34 Y=84 K=1 R=205 G=163 B=73 Hex#CDA349 Pantone: 7407 or 871 (Metallic Gold)

Color Palette

Approved Color Variations

2-Color Solution On Black Background White & Evangeline Gold

1-Color Solution On Dark Background White

1-Color Solution On Light Background Almost Black

1-Color Solution On Gold Background Almost Black

1-Color Solution On Black Background Evangeline Gold

Approved Color Variations

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

2-Color Solution On Light Background Almost Black & Evangeline Gold

Approved Color Variations

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

2-Color Solution On Light Background Almost Black & Evangeline Gold

2-Color Solution On Black Background White & Evangeline Gold

1-Color Solution On Light Background Almost Black

1-Color Solution On Black Background White

1-Color Solution On Gold Background Almost Black

1-Color Solution On Black Background Evangeline Gold

Approved Color Variations

2-Color Solution On Black Background White & Evangeline Gold

1-Color Solution On Dark Background White

1-Color Solution On Light Background Almost Black

1-Color Solution On Gold Background Almost Black

1-Color Solution On Black Background Evangeline Gold

Approved Color Variations

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

2-Color Solution On Light Background Almost Black & Evangeline Gold

Approved Color Variations

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

2-Color Solution On Light Background Almost Black & Evangeline Gold

2-Color Solution On Black Background White & Evangeline Gold

1-Color Solution On Light Background Almost Black

1-Color Solution On Black Background White

1-Color Solution On Light Background Evangeline Gold

1-Color Solution On Black Background Evangeline Gold

Approved Color Variations

2-Color Solution On Black Background White & Evangeline Gold

1-Color Solution On Light Background Almost Black

1-Color Solution On Black Background White

1-Color Solution On Light Background Evangeline Gold

1-Color Solution On Black Background Evangeline Gold

Approved Color Variations

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

2-Color Solution On Light Background Almost Black & Evangeline Gold

Typography

Saol Display

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

Saol Display has a higher contrast in stroke widths and is best used at large scales (such as headlines and quotes). Do not use Saol Display for body copy, instead use Saol Text.

AaBbCc

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Saol Display Light

Saol Display Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Saol Display Regular

Saol Display Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Saol Display Medium

Saol Display Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Saol Display Semibold

Saol Display Semibold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Saol Display Bold

Saol Display Bold Italic

Typography

Saol Text Saol Text has less contrast in the stroke widths of the letter forms which makes it more legible at smaller sizes. Therefore Saol text is reserved for all body copy, numerals and detail copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Saol Text Light

Saol Text Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Saol Text Book

Saol Text Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Saol Text Medium

Saol Text Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Saol Text Semibold

Saol Text Semibold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Saol Text Bold

Saol Text Bold Italic

Typography

Evangelineâ&#x20AC;&#x2122;s Costume Mansion

AaBbCc

Typography

Emporium

Evangeline’s Costume Mansion

Emporium is a layer-enabled typeface that lends itself to authentic turn of the century designs. Because of it’s all-caps styling it is best reserved for small headlines or titles.

abcdefg ABCDEFGHIJKLMNOPQRSTUVWXYZ Emporium Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ Emporium Regular 1

Top Layer Emporium Reg 2

ABCDEFGHIJKLMNOPQRSTUVWXYZ Emporium Regular 2

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Middle Layer Emporium Regular

Emporium Regular 3

ABCDEFGHIJKLMNOPQRSTUVWXYZ Emporium Regular 4

ABCDEFGHIJKLMNOPQRSTUVWXYZ Emporium Regular 5

Typography

Bottom Layer Emporium Reg 4

Type Hierarchy Example

Located Just Outside Reality Nestled in the heart of Old Sacramento, Evangeline’s has been supplying laughter and novelty since 1974. People have become accustomed to Evangeline’s quirky and outrageous offerings and actively seek out their shop when they know “ordinary” just wont do. With close to a dozen different themed rooms to explore you’re sure to find what you’re looking for...and more.

Type Hierarchy Example

Title

Emporium

Headline Saol Display

Body Copy Saol Text

Evangeline’s Costume Mansion

seek yE YE within

ANG

ELIN

Eâ&#x20AC;&#x2122;S COSTUME MANST

JOEL FELIX DESIGN STUDIO

ION

O N L I N E AT J O E L F E L I X . C O M