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Procure Hospitality
BRAND MANUAL February 2019
www.homade.co
kevin@homade.co
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A NOTE FROM YOUR DESIGNER This style guide provides clear standards and guidelines for communicationg the Procure hospitality brand through all written, visual, and graphic elements. These standards enable us to maintain one coive to the publis. Our goal is to retain a consistent representation of our brand identity no matter where in the world we reach or what media we use to communicate. Let’s work together to uphold these standards, and keep the Procure Hospitality brand stron. Please reder to this when developing and internal or external communications.
Primary Mark for general use
Combination Mark for use with space is unlimited
MINIMAL LOGO Monogram for use when space is limited.
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LOGO USAGE The Procure Hospitality brandmark is the main identity for our brand and is used in all marketing and other communications. The brandmark consists of an icon within a wordmark.
TAGLINES We Are Furniture.
The Procure Hospitality brandmark must always include both the icon and the wordmark. The wordmark can never be used without the icon. However the icon may be used separately, on its own, as a design element. We use these valued marks to identify our brand to the world, to embody our mission statement and to reinforce brand recognition and trust. Use of any Procure Hospitality brandmarks as part of any other logo is prohibited. Use of the Procure Hospitality brandmark by any entity outside of Procure Hospitality must be requested through and receive prior written approval from an Procure Hospitality representative. Usage violations should be reported immediately to: kevin@homade.co
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Grayscale Usage
Sometime restriction require us to limit the color usage of the logo to black and white only, aka Grayscale. This this case your deliverables include white (knockout) versions of the logo. When other versions are needed please contact kevin@homade.co
THE PROCURE HOSPITALITY MOODBOARD
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How do we represent the Procure Hospitality brand in a way that reinforces craftsmenship and professionalism? It’s useful for us to incorporate raw materials when possible. In this mockup I’m suggesting a creative direction showing wood fibers and a duotone style.
MOCKUP
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TYPOGRAPHY
PRIMARY TYPOGRAPHY Karla is an outstanding grotesque sans serif typeface family created by Jonathan Pinhorn, a graduate of the MA in Typeface Design at the University of Reading, released through Google Webfonts in 2012. The strength of Karla is in it’s legibilty at small sizes thanks to openness in the characters and a consistent x-height.
Karla ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456789 !@#$%^&*()_+ Book ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
Medium ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
Bold ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
Bold Oblique ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789
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COLOR PALETTES
Color is an integral part of brand identity. Consistent use of the color palette with not only reinforce the cohesiveness of the brand, but color also serce a psychological purpose by communicating a certain feeling in your audience.
Deep blue is relaxing, and often used to convey the omportance of meaningful relationships and establishes trust and loyalty. The gold coffee tone is warm and inviting, stimulates the appetite and represents dependabilty.
*Pantone 2767 C #17223e (23,34,62) (94,84,46,52)
*Pantone swatch is an appoximation with a color distance of 16 or less
Pantone 871C #86754d (44,45,75,17)