Pronounced Sweeeet!
Honey Dew Bee Corporation speaks to our audience in a relaxed slightly humorous tone. Our Modern Bohemian style visually ties together fast paced city living with a youthful university student lifestyle. We are hip, sweet and simple. When you hear Honey Dew Bee one word should come to mind, “Sweet!” It’s a straight forward description for our older audience, but hip for our younger student body.
About Us & Brand Positioning...................2 University Partnership & Donation Program..................3
Original Blend...................14–15 University Blends...............16–17 Target Audience................18–19
Logo................................4–6 Clear Space..........................7 Color..................................8 Typography...........................9 Image Criteria..................10–11 Branding Don’ts................12–13
Interface Pack ..................20–21 Additional Assets...............22–23
Read First This Guide should be used as a reference when developing and producing Honey Dew Bee Corporation (LLC.) collateral. This document includes clear guidelines on how various Honey Dew Bee Co. branding elements should be used in various types of applications. It is critical that these guidelines be used as your blueprints when creating promotional drivers for Honey Dew Bee Corporation. Consistency is an assurance to our customers that we deliver only the highest quality products.
All elements associated with branding such as messaging, logo, color, typography and style must be instantly recognizable. Relevance of design and use of imagery in your specific target market should reflect the charcteristics of the Honey Dew Bee brand and also have flexibility to meet your individual market needs. If questions should arise we are here to help, please contact us at 1-800-HoneyDB (1-800-400-3932) or post a question at www.honeydewbeeco.com.
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About Us
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Honey Dew Bee Corporation is a women and veteran owned urban apiary who’s prime objective is to be the raw honey of choice for university students, faculty, staff and alumni in the city of Philadelphia. Goals: The primary goal of Honey Dew Bee Corporation (LLC.) is to increase brand exposure in the Philadelphia region by promoting the uniqueness of their university blend products. Delivering healthy high quality products that are beneficial to all customers that consume it. Additionally, Honey Dew Bee drives home the message that they have corporate responsibility in the city by helping the most needy in their communities.
Brand Essence: Honey Dew Bee Corporation’s principle belief is that honey is the essence of life. Their credo is, cultivate, protect and preserve the honey bee population. By following this credo their business continues to move forward. Vision/Theme: Honey Dew Bee Corporation’s vision and theme are natural production, nurtured and preserved all in an urban setting.
University Partners
Unique Selling Proposition (USP) or Differentiation: Honey Dew Bee Corporation is the only urban honey producing company that cultivates, sells and donates unique honey types based on their hive locations at five local Philadelphia Universities.
Honey Dew Bee’s initiative of creating special university blends has created a fun rivalry between the schools. Different types of plants are added to each of the roof tops so the honey flavors will be unique to each location.
Donation Program
Honey Dew Bee’s Sell & Share program will drive more revenue and promote their corporate responsibility in the university communities. By donating a jar of honey to local food banks every time they sell a jar, will encourage customers to join in on our movement of supporting people in need right in their own communities.
Partners & Donation Program
When designing for the Sell & Share program you must get full approval from the foodbank adminstrators below beforeproceeding.
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Black & White
1 Color
2 Color
4 Color
Our Logo Choices
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Brandmark Variations Horizontal Black & White
Horizontal 1 Color
Horizontal 4 Color
Horizontal 4 Color Black Type
Usage Exceptions Stacked 4 Color Angled Bee
Mobile APP Icon
Horizontal 4 Color White Type Transparent
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Brandmark Defined
Honey Dew Bee Corporation has four distinct areas of their logo. Brand name, infinity symbol which is hope for the longevitity of the honey bee. Helping hands represent
the need for honey bees and man’s assistance in protecting them. Lastly the curled stinger symbolizes the gentle nature of the honey bee.
Logo Details Infinity Symbol
Brand Name
Helping hands for both man and insect Stinger is curled to show not all bees sting
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Clear Space
Honey Dew Bee Co.’s branding needs clear space to ensure proper visibility of the brandmark. Keeping this space ensures there is no infringemnet or distraction from other elements such as text or imagery. Uses half of the infinity sign on the bee’s back to create the minimum distance
from the brandmark. Extra distance is preferred when available. The minimum size for the four color Honey Dew Bee Co. logo is 1” wide measuring off of the longest finger of the icon wings to the tip of the opposite finger.
Keep the Air
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Color Palette
Our Colors
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CMYK 0 100 100 0 RGB 245 8 4 #ED1C24
CMYK 77 0 100 0 RGB 6 189 4 #32B34A
CMYK 1 39 100 0 RGB 247 167 4 #F7A61B
CMYK 85 72 0 0 RGB 5 65 247 #3E59A8
CMYK 0 96 23 0 RGB 237 36 119 #ED2477
CMYK 74 93 1 0 RGB 102 57 149 #663995
Subhead-Trebuchet Bold
ABCD EFGH IJ K L M N O P QRS T U VWXYZ abcde f g h i j k l m n opqr s t u vw x y z 1234567890!@#%&*()
Type Usage
Body Copy-Avenir Next Condensed Demi Bold ABCDE FGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#%&*() Body Copy-Avenir Next Condensed Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abc defghijklmnopqrstuvwxyz 1234567890!@#%&*()
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Image Criteria
Honey Dew Bee Corporation’s image is Modern Bohemian. Tying together the fast paced city environment with a relaxed youthful student lifestyle.
Our Imagery
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Our imagery focuses on the product in its natural state, as well as the passion of its employees and volunteers who make it all happen.
Please use naturally composed photos of volunteers, plants, honey & bees.
Our Imagery
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Branding Don’ts
The Honey Dew Bee Co. brandmark should not be altered or redrawn in any way. The examples below Illustrate a few of the unaccetable was to use our brandmark.
Bad Use of Logo
DO NOT change the colors
DO NOT distort the brandmark DO NOT restack the copy DO NOT seperate logo from the copy
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BrandingDon’ts
DO NOT use these types of images shown below. Honey Dew Bee has Humor but these are over exaggerated. DO NOT use images of bees stinging
Not Our Image
DO NOT use comical images DO NOT use images of comb being eaten
DO NOT use inappropriate images
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Honey Dew Bee’s Original Blend is one example of our original blend. This blend has it’s own cap color and
mini label/brochure describing the product and flower nector that was used to make this wonderful flavor.
Original Blend is sold in the following weights: 2lbs., 1lb., 1/2 lb. The Honey Dew Bee Corporate logo is etched into the glass Jar. The twist off cap is branded with our corporate branding colors. Attached is a 2” x 2” Original Blend mini label/brochure hangs from each jar with an elastic gold cord. Before development of a new product cap you must get approval from our home office.
Original Blend
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Shelf Positioning
Honey Dew Bee’s Original Blend should be on an upper shelf when ever possible. If that position is not available please ensure that the 1/2 lb. size is place in the very front followed by 1 lb. and 2 lbs. in the back.
Honey Dew Bee should be placed near the higher end honey products if the space is available for rent. Always ensure our mini label is not twisted around to the back when stocking the the jars on the shelf.
How Do We Look?
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University Blends TEMPLE’S TASTY TEMPTATION is one example of our University Blends. Each blend has its own cap color and mini
label/brochure describing the product. When using product photography our product is the focal point. Do not add background colors for the shoot please use white. Mini Label/ Brochure Folded
Mini Label/Brochure-Side 1
University Blend Mini Label/Brochure-Side 2
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Product Identification-Custom Cap Color Drexel’s Honey Delight
LaSalle’s Sweet & Savory
St. Joe’s Heavenly Blend
UPenn’s Enticing Nectar
Temple’s Tasty Temptation
Choose a Blend
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Target Audience
Honey Dew Bee’s audience are college students (undergraduate and graduates), faculty, staff and alumni from local Philadelphia universities who are participating in the apiary program.
Our audience is pinnacle in the promotion of our raw honey products and educational programs.
Students Participating in Beekeeping
Our Students
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Students Showing School Pride
Images showing enthusiasm for learning
Students, Faculty, Staff and Alumni
Images of a Diverse Student Body
Faculty Showing School Pride
Alumni Excitement
Staff and Student Beekeepers
Great Images
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Desktop Computer
Laptop
Tablet
Mobile Phone
Web Page Examples
Interface Pack Product Information
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Locations for Product Purchase Swarm Removal
Website Specifications Honey Dew Bee Co. logo should always be positioned in the upper left corner.
Flowing honey image streches across the top. 957 pixels (w) x 135 pixels (h)
Tabs expand when clicked. 165 pixels (w) x 40 pixels (h)
Background always remains white. News & Events remain on all pages.
Website Details Web site copy should have a humorous fun feel.
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Branded Assests
Honey Dew Bee APP Icon
Catch the Swarm Game: iPad
Various Assets
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Catch the Swarm Game: Mobile APP
Stationery Pack
Icons should be fun simple symbols
Branded Honey Comb Trash Can
Bus Station Poster: 3.5’ x 5’
Interface Pack Bus Wrap Taxi Tent: 3’ x 1.5’
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Beemaster. (2014, June 4). Hello from Philadelphia. [Blog Photo]. Retrieved from http://forum. beemaster.com/index.php?topic=44777.0 Bogdan. (2011). Top Design Mag. Incredible Architecture – Rainbow Airport Walkway. Miami Airport. Retrieved from http://www.topdesignmag.com/incredible-architecture-rainbowairport-walkway/ Casey. (2012, June 15). ART AND COLOUR Nuthin’ Like a posey [Blog Photograph] Retrieved from http://artandcolour.blogspot. com/2012_06_01_archive.html Davis, J. (2014, Aprl 13). Reinventing a Meadow. [Website Photograph]. Retrieved from http:// www.thepaintboxgarden.com/category/ yellow-gold/
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Fonda, D. (2014). Architectural Photographs from Philadelphia. Retrieved from http:// portfolio.fondaphoto.com/index.php#mi= 2&pt=1π=10000&s=0&p=2&a=0&at= Honey Sweetness Jet.(n.d.). Wallpaper. [Website Photograph]. Retrieved from http:// www.free-picture.net/albums/macro/honeysweetness-jet.jpg Malfoy, T. (2012, January 19). How to Harvest Honey from Natural Comb. [Blog Photograph]. Retrieved from (http://milkwood.net/2012/01/19/how-to-harvest-honeyfrom-natural-comb/ Mangrum, S. (2008, July 23). The Swarm. [Blog Photograph]. Retrieved from https:// socalledexpert.wordpress.com/tag/bee-swarm/
Deny Designs. (2014). VIBRANT BOHEMIAN DECOR | DAILY DIGS. [Website Photograph]. Retrieved from http://www.denydesigns.com/ collections/vibrant-bohemian-decor-daily-digs
(n.a.).(2012). Bee Feed Pollinator Seed. [Website Photograph] Retrieved from http:// www.2bseeds.com/bee-feed-pollinator-seedmix.shtml
Deeley, A. (2012, March 26). My honeybees are now gathering beautiful blue pollen from Siberian Squill flowers. [Blog Photograph]. Retrieved from http://www.beverlybees.com/bluepollen-honeybees-siberian-squill/
(n.a.). (2014, September 10). Burgh Bees Membership. [Website Photograph]. Retrieved from http://burghbees.com
References Con’t. (n.a.). (2014). Moutain Sweet Honey. SCBA Presentation-Year Round Beeking Retrieved from http://mountainsweethoney.com/ education-events/ (n.a.). (2014). Temple Alumni. Visit Campus. Retrieved from http://www. alumni.temple.edu/s/705/alumni/2col. aspx?sid=705&gid=1&pgid=3706 (n.a.). (n.d.). Fresh Direct Campaign. Landen Griffith Art Director. [Website Photograph]. Retrieved from http://www.landengriffith. com/FreshDirect (n.a.). (2013). Greenroofs Project.Brooklyn Grange Rooftop Farm #1 at Standard Motors. [Website Photograph). Retrieved from http://www.greenroofs.com/projects/ pview.php?id=1122 (n.a.). (2011, March 11). Septa. Buses: Hybrid Technology. [Website Photograph]. Retrieved from http://www.septa.org/sustain/ blog/2011/03-11.html (n.a.). (2013, July 21). Sun+. That’s a nice Buzzt. [Website Photograph]. Retrieved from http://www.thesun.co.uk/sol/homepage/ news/4875630/Brave-woman-Bee-Queencovers-her-naked-chest-with-12000-honeybees.html
(n.a.). (2013). Temple University. College of HealthProfessions and Social Work. Is Temple Made. [Website Photograph]. Retrieved from http://chpsw.temple.edu/chpsw/connections/ article/chpsw-temple-made (n.a.). (2014, August 14). Temple University. Intensive English Language Program. [Website Photograph]. Retrieved from http://studyusa. com/en/schools/p/pa006/temple-university (n.a.). (2014). Temple University-Regional Chapters. Connect with a regional Alumni Chapters. Retrieved from http:// www.alumni.temple.edu/s/705/alumni/2col. aspx?sid=705&gid=1&pgid=3720 (n.a.). (2014). Temple University. Support Temple by working for Telefund. [Website Photograph]. Retrieved from http://www.giving.temple. edu/s/705/giving/2col.aspx?sid=705& pgid=718 (n.a.). (2013). Tualatin Valley Academy. Science Department. Bees. [Website Photograph]. Retrieved from http://tvja.org/science/bees.htm O’Neal, D. (2009, January 27). City rivals make room for each other in Philadelphia’s cathedral of hoops. [Website Photograph]. Retrieved from http://a.espncdn.com/photo/2009/0126/ncb_ penn_stjoes_300.jpg
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References Con’t. Plonski, S. (2013). Sarah Plus Bees. [Blog Photograph]. Retrieved from http://www.sarahplusbees.com/swarm-removal/ Reardon, T. (2014, September 3). The Bees Knees: Your guide to the Fifth Annual Honey Festival. [Website Photograph]. Retrieved from http://www.philly.com/philly/blogs/things_ to_do/Sticky-September-Your-guide-to-the-FifthAnnual-Honey-Festival-.html Robinson, L. (2013, September 17). Creatively Driven. The Art Of: The Mood Board. Retrieved from http://www.creatively-driven. com/the-art-of-the-mood-board/ Spivak, M. (2013, November 25). Winnovating Bee Health. Posted by Firdaus Arastu in Science. [Website Photograph]. Retrieved from http:// www.winnovating.com/marla-spivak-winnovating-bee-health/ Tourneret, E.(2013, November 12). New Educationnal Posters Available Soon in English. [Blog Photograph]. Retrieved from http://thehoneygatherers.com/html/clindoeil_ 11.html
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Vecteezy. (2014). Belial90 in Technology. iPhone 4S white free vector. Retrieved from http:// www.vecteezy.com/technology/39236-iphone-4s-white-free-vector
Vecteezy. (2014). Yaquiloco in Technology. iPhone 4S white free vector. Retrieved from http://www.vecteezy.com/technology/39236-iphone-4s-white-free-vector Vectorgraphit. (2013, January 13). Free iPad vector template. Retrieved from http://www. vectorgraphit.com/free-ipad-vector-template/ ipad/ Watson, S. (2012, June 29). Report: More People Killed by Bees, Drowning in Bath than from Terrorism. [Website Photograph]. Retrieved from http://www.infowars.com/report-more-people-killed-by-bees-drowning-in-bath-than-fromterrorism/ Wonders, Brice. (2011, August 23). Rooftop Agriculture. [Website Photograph]. Retrieved from http://www.urbanhabitatchicago.org/ projects/true-nature-foods/ Zenkova, F. (2012, July 1). Inside the HiveSummer 2012. [Blog Photograph]. Retrieved from http://ofbees.com/2012/ 07/inside-the-hivesummer-2012/
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