BRAND GUIDE
February 2017
LOGO Master and Alternative Logos
Our primary logo is best for web use. This is the logo that should be used the most heavily in creative assets. We have horizontal and vertical variations with the hexagon leaves.
Spacing and SIzing Padding
No elements should interact with the logo within the exclusion zone. This includes illustrations, text, lines in backgrounds, etc. If the horizontal logo is 460px wide, the “O” is 33px. Nothing should enter the exclusion zone around the logo on either side for 33px. When using the vertical logo, maintain the same ratio constraints as the horizontal logo. An exception is when logo overlays photography. Ensure the integrity of the logo and ensure it’s legible.
Minimum Size Approved (web & print)
TYPOGRAPHY [ZonaPro ZonaPro] is our primary font family, and should be used in most print, web, social, digital, product packaging, and other creative assets. The 16 weights are free to use in creative, but our logo is in semi-bold ZonaPro.
[Baskerville Baskerville] is our secondary font family, generally used to accent
and support marketing materials.
Other fonts may be used to accent from time-to-time.
ICONOGRAPHY These icons help us differentiate between product categories.
OUR BRAND PROMISE Nature Restore’s mission revolves around 3 core beliefs:
Integrity
When we create our products, what one sees on the nutrition facts label is what one truly gets. No ghost ingredients, under or over-dosaging.
Quality
Every single ingredient in our products is tested for heavy metals and pesticides.
Source
Every ingredient can be traced back to its original source/origin.
THE NATURE RESTORE CUSTOMER Our ideal customer is concerned with health, general wellness and appearance. He or she wants a healthy lifestyle, but doesn’t have much time because of their many commitments and active lifestyle. She enjoys going online in the evenings to wind down; browsing Pinterest is a way to experience “me time” after a long day. This time is about discovery and inspiration. We’ll inspire this segment of our customers in this medium accordingly. He skims Instagram early morning and night for fitness tips and personal movitational quotes. We’ll provide this messaging to this segment of our customers. She generally finds fullfillment in her career and family. He generally finds fulfillment in his career and financial goals (family is still of major importance).
Our customer wants to experience a better and healthier version of them. Our brand communications needs to resonate emotionally in this context.
COLOR PALETTES Primary Colors
This is our primary font family. Most, if not all, creative assets should use these colors when developing content. Black font is okay to use where appropriate. A white background is also approved for creative assets in addition to the beige color listed below.
Congress Blue #03529C 3, 82, 156
Jewel #137843 19, 120, 67
Jewel-1 #0C5E30 12, 94, 48
Beige #EFF2D7 239, 242, 215
These are our secondary colors, and they’re generally applied to accent in creative marketing assets. Not to be used a majority of the time, but for general enhancement. A brighter color may be included in the future.
Gray #969696 150, 150, 150
Apple #74BD43 116, 189, 67
Eucalyptus #28A667 40, 166, 103