BRAND GUIDELINES
Company Overview / 5 Brand Goals / 7
DESIGN ELEMENTS The Logo / 8 Typography / 12 Color Palette / 14 Imagery / 16
THE APPLIED DESIGNS Stationery System / 20 Brochure / 22 Postcard Mailer / 24 Website / 26 Uniforms / 30 Truck Graphics / 32
TABLE OF CONTENTS
BEHIND THE BRAND
4
BRAND GUIDELINES
ny, specializing in roof and window cleaning and moss removal. The client started the company with the goal of offering personalized services for individual customer needs. Most of the work the company receives is residential, estimating about 80-90% residential work and 10-20% commercial. The average residential customer is older in age and has a higher income. Johnny Tsunami is a young, but quickly growing, company. Their customer base nearly doubles every year. They have recently moved into a new, larger office space and have hopes to soon franchise out throughout the state. A functional and professional identity system that is consistent across all platforms is essential in fulfilling the client’s goals and supporting the company’s future.
COMPANY OVERVIEW
Johnny Tsunami is an exterior cleaning compa-
6
BRAND GUIDELINES
proachable, user-friendly design that portrays the company in a clean, professional light. The the identity system should be fun without leaning toward cheesy; it should still be taken seriously. Along with the identity system, the website should be easy to use and any advertising should be approachable and effective. Organizing and prioritizing information is the key to a clean and successful brand. The secondary goal for the brand is to ensure that the identity system is logical, cohesive, and capable of translating the same message across a variety of platforms. Whether seen on stationery, advertising, company trucks, or on the web, the visual elements should be clearly identifiable as the specific company. Staying true to the main goal of approachability, the identity system should be seamlessly clear and cohesive.
BRAND GOALS
The main goal for the brand is to create an ap-
THE LOGO
The official Johnny Tsunami logo resembles a traditional badge or emblem. Badge logos are historically associated with services, such as delivery men, milk men, handy men, and more. There is an air of official-ese associated with these marks but also a wink that they can just as easily be irreverent and light-hearted. This approach was chosen for the company logo for similar reasons: to communicate that Johnny Tsunami is a service provider, while maintaining friendliness.
Using simple shapes and a a minimal
color palette, a slogan can be included to further communicate the services provided. The logo can be easily seen at nearly any size and on any surface or platform.
The primary logo should be used when-
ever necessary. It should only be used on a clean, white background or on a top to bottom, light blue to white gradient.
When the primary logo cannot be used,
use one of the alternate logos on the next page.
BRAND GUIDELINES
PRIMARY LOGO:
9
10
BRAND GUIDELINES
ALTERNATE LOGOS:
When necessary, use single-color logo in Pantone 309 C on white surface.
When necessary, use single-color logo in white on Pantone 309 C surface.
BRAND GUIDELINES
WHAT NOT TO DO:
Do not remove text from the logo.
Do not change colors of the logo.
Do not use just text from the logo.
11
TYPOGRAPHY
To keep the identity system simple and consistent, only two type families are used: Langdon by Steven Bonner and Museo Sans by Jos Buivenga.
Langdon is intended for use in both the
logo and any headlines or titles. It should always be used in the uppercase style, never in the shadowed style.
Museo Sans may be used in a variety of
weights. Whenever possible, use Museo Sans in 100 (light) weight and only use italics for emphasis, captions, or footnotes. Use Museo Sans 500 (medium) weight when placing text on darker backgrounds, any truck graphics, or web or screen. 500 weight may also be used when bolding is necessary. Again, only use italic styles for emphasis, captions, or footnotes.
BRAND GUIDELINES
13
LANGDON REGULAR abcdefghijklmnopqrstuvwxyzABCDEF GHIJKLMNOPQRSTUVWXYZ1234567890,.!?
Museo Sans 100 ABCDEFGHIJKLMNOPQRSTUVWXYZabc defghijklmnopqrstuvwxyz1234567890,.!?
Museo Sans 100 Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabc defghijklmnopqrstuvwxyz1234567890,.!?
Museo Sans 300 ABCDEFGHIJKLMNOPQRSTUVWXYZabc defghijklmnopqrstuvwxyz1234567890,.!?
Museo Sans 300 Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabc defghijklmnopqrstuvwxyz1234567890,.!?
COLOR PALETTE
The Johnny Tsunami identity is based off of a four-color palette of blues and greens. This palette was chosen to represent cleanliness, the outdoors, and more subtly the Pacific Northwest.
Use CMYK or Pantone values when de-
signing for print, RGB values for digital application, and HEX or Web-Safe codes when coding for web. Tints of all colors may be used when necessary, such as in the creation of illustrated graphics as seen on the following pages.
BRAND GUIDELINES
15
C: 38
R: 155
PANTONE:
M: 4
G: 203
291 C
Y: 0
B: 235
WEB SAFE:
K: 0
HEX: 9BCBEB
99CCFF
C: 99
R: 0
PANTONE:
M: 27
G: 259
309 C
Y: 22
B: 73
WEB SAFE:
K: 80
HEX: 003B49
003333
C: 35
R: 169
PANTONE:
M: 2
G: 196
577 C
Y: 58
B: 127
WEB SAFE:
K: 0
HEX: A9C47F
99CC66
C: 56
R: 116
PANTONE:
M: 2
G: 170
7489 C
Y: 78
B: 80
WEB SAFE:
K: 5
HEX: 74AA50
669966
IMAGERY
Flat illustrations are used as the main focus through the identity. Graphics including a basic home, truck, and running service men may be used at any time. The graphic of a home with a green moustache must only be used for purposes within the “mosstache” campaign.
These illustrations must only use tints of
the light and dark blue spot colors. Green may only be used on the moustache elements in the “mosstache” campaign.
BRAND GUIDELINES
17
18
BRAND GUIDELINES
BRAND GUIDELINES
Photographic elements are primarily shown on the company website. Any photographs should be taken on a high quality device. Subject matter should show Johnny Tsunami employees in action, but still remain relatively anonymous whenever possible. Images should show a strong focus on the services provided by the company.
All photographs should be edited with a provided Adobe Photoshop action that brightens
and softens the image to result in a clean, professional, high-quality appearance.
19
STATIONERY SYSTEM
BRAND GUIDELINES
EXTERIOR CLEANING EXPERTS
Johnny Tsunami 9465 Provost Rd. Suite 1 Silverdale, WA 98383
get johnny.com
21
BROCHURE
The brochure is designed to promote Johnny Tsunami’s “mosstache” campaign, provide information about offered services, and describe any special packages and deals. It should be left behind with customers after completing a service, or sent to customers or businesses that request information about services and packages.
Headlines must use green, banner-style
effects and Langdon in white to draw attention to each section. Sub-headers should be slightly smaller, and use Langdon in light blue. Any body text should use Museo Sans 100 in dark blue. Italicized Museo Sans 100 in green may be used for any footnotes. Only illustrations should be used as imagery within the brochure.
BRAND GUIDELINES
23
POSTCARD MAILER
Postcard mailers are intended to be sent to households throughout any areas of service in an attempt to gain new customers. Using the “mosstache” campaign, the direct mailer will offer a special discount on any new customer’s first full moss removal service through Johnny Tsunami.
The front of the postcard should use the
mosstache illustration and have a call to action. Information about the special discount and contact information should be on the back, along with the logo, the customer’s mailing address and prepaid postage.
BRAND GUIDELINES
25
WEBSITE
The Johnny Tsunami website is designed in a single-page, fixed navigation style to organize information and keep the site easy to use. Only provide information that is absolutely necessary to customers, such as services, areas of service, information about the company, and especially contact information. Adding more than this will add clutter and make the website more complicated to navigate.
Both photographs and illustrations are
used on the website. At the top of the page, photographs are displayed in a simple slideshow. Throughout the remainder of the page, illustrations should be used. Social media should be placed in the contact section and a link to an external blog may be provided in the promotional sections beneath the slideshow. The footer should contain accreditation and privacy information, as well as the Johnny Tsunami copyright.
BRAND GUIDELINES
27
28
BRAND GUIDELINES
BRAND GUIDELINES
29
UNIFORMS
EXTERIOR CLEANING EXPERTS
BRAND GUIDELINES
EXTERIOR CLEANING EXPERTS
get johnny.com
31
TRUCK GRAPHICS
g e t j o h n n y. c o m
( 3g 6 3 01 e t0j o) h4n4n0 y.-c6 om ( 3 6 0 ) 4 4 0 - 6 3 01
moss removal - w
moss removal - wi
g e t j o h n n y. c o m g e t j o h n n y. c o m
BRAND GUIDELINES
EXTERIOR CLEANING EXPERTS
moss removal - windows - roofs - gutters - pressure washing
33