Suhramik by Kourtney Bartz

2â&#x20AC;&#x192; Suhramik Brand Indentity System

POSITIONING STATEMENT

To those seeking interesting and functional art pieces, this shop is a ceramics store that can make a statement in any room, because of our unique and eclectic gallery of ceramics.

â&#x20AC;&#x192;

PROFILE

Suhramik is a throw-wheel ceramic studio located in Traverse City, MI. We love what we do, and we want everyone to be able to feel the fun and love we pour into every pot (pardon the pun). We know what you must be thinking, my grandma does ceramics. Well these are not your grandma’s ceramics. This is art, love, passion, and crazy amounts of craft spinning in wet clay. Your grandma wishes she was this good. Unfortunately, she isn’t, so now she just gets her ceramics from us. To those seeking interesting and functional pieces of art, this ceramics shop can make a statement in any room. That statement is, look at how crazy awesome I am. That fact is, we love what we do and we want you to love it too. On a side note: If your grandma really is that good, bring her on by. We would love to learn a thing or two.

MISSION

Suhramik will spin, shape, mold, fire, and glaze original and inventive throw-wheel ceramics for all publics who appreciate the art. We will continue to put out a product of quality and a service of greatness.

â&#x20AC;&#x192;

TABLE OF CONTENTS

LOGO Icon

Signature

Primary Logo

Secondary Logos

Logo Spacing

Black and White & Grayscale

Two Color & Reversed

One Color

Primary Color Palette

Secondary Color Palette

Sizing Restrictions

Avatar

Acceptable Logo Treatments

Unacceptable Logo Treatments

TYPOGRAPHY Primary Typography

Secondary Typography

Typography for Word

BUSINESS SYSTEM Primary Letterhead

Primary Letterhead Spacing

Secondary Letterhead

Secondary Letterhead Spacing

Primary Business Card

Primary Business Card Spacing

Secondary Business Card

Secondary Business Card Spacing

Primary Envelope

Primary Envelope Spacing

Secondary Envelope

Secondary Envelope Spacing

Primary Paper Specifications

Secondary Paper Specifications

APPLICATIONS iPhone App.

Brochure

Website

ENVIRONMENTAL GRAPHICS Storefront

Gift Boxes

T-shirts

PROCESS Research

One-Hundred Names

Final Names

Mood Boards

One-Hundred Logos

Final Logos

91 â&#x20AC;&#x192;

TITLE

Dolo es pre et abo. Obitiora comni doluptae. Nam qui ut veligen imagnam uscilig entium quiatia ant vellatius am quae non re, ulpariat hilita doluptatam labor aliae qui verorem poriber orrorita pos rescid quid maximagnis es eos dolorion natibusam, aci cupit et aut quatendion nobitat ecaturi volorro et voluptatate volorpores deliasint, tor ad que dus dolupta erchili quatatur, tem qui in rem nim vendigenda sum quatum sam dolorep eriossit incia volorpor as molupta ssequis idunt del in cuptati sinctet labo. Ut aut des aceri te porrovidicia sus eosa andi temqui re, quae conemque mo inctur sam, andis aped mil eatenis quas dolorum eum ium ipsum esequidus aut autatem nobis et et rerum qui ipient et mosam hilit omnit et aut volore autem rest, aut porate pos ipicimi, sus veriasse non rem cone re pero esed quam sitis nes consect ibusam il il in rest, odis coreptur, temqui saatem eiur molore reperiamus arcia cor sintur?

12â&#x20AC;&#x192; Suhramik Brand Indentity System

TITLE

LOGO

â&#x20AC;&#x192;

Logoâ&#x20AC;&#x192; 13

ICON

Suhramik is a specialty ceramic shop that does only throw wheel ceramics. Therefore, the Suhramik icon is a visually abstract representation of the spinning of a throw wheel. Though the swirl is simple, it shows the motion involved in ceramics. The icon in represents everything the brand wants to portray. It is fun, simple, and spinning. The icon can be used independently of the signature. It can take on the colors of any color from primar y or secondar y color palette, when used independently. If the icon is paired with the signature to create the logo, it can be any color from both palettes except, Calling the Kettle Black.

14â&#x20AC;&#x192; Suhramik Brand Indentity System

SIGNATURE

Suhramik ’s signature uses the typeface Gotham Light and Gotham Black. Suhramik is the phonetic form of spelling the word ‘ceramic.’ To better show the phonetics and correct pronounciation, the signature is broken down with a change in weights. The signature can be used independently of the icon. When used independently it can also take on any color from the primary and secondary color palette. When used with the icon to create the logo is can only use the color, Calling the Kettle Black.

Logo 15

PRIMARY LOGO

The primary logo for Suhramik is uses both the icon and the signature. The icon is placed centered above the signature. This is the primary logo, however it can be switched out for either of the secondary logos. The primary logo works best with vertical applications. The primary will also serve as the logo that can stand on itâ&#x20AC;&#x2122;s own, independent from all other text or design.

16â&#x20AC;&#x192; Suhramik Brand Indentity System

Logo 17

SECONDARY LOGOS

There are two secondary logos for Suhramik. The first is a horizontal version of the logo. The second is a more self contained boxed in logo. The first logo is to be used only for the use of horizontal applications, when the primary logo does not fit. The second logo uses a slightly different signature. The use of lowercase letters is applied instead of all capitals and the syllables are stacked. The weight change is still used for pronounciation and it uses the same typeface. This logo can still be enterchangable with any of the other logos, but is best ser ved for the corners of documents (i.e. the stationar y) or self contained areas.

18â&#x20AC;&#x192; Suhramik Brand Indentity System

Logo 19

LOGO SPACING

The spacing of the logo is relative to the size of x. x is determined by the height of the signature. The spacing around the logo is required in order to keep is separated from other copy.

6.7x

3/4x

x 1/10x

1/10x 9x

20â&#x20AC;&#x192; Suhramik Brand Indentity System

BLACK AND WHITE & GRAYSCALE

The Suhramik logo can be printed in just black and white ink. Both the icon and the signature will be printed black. When the logo requires grayscale, the signature is set at an eighty-five percent tint and the icon should be set at a fifty percent tint. The use of either the black and white logo or the grayscale logo are only to be used for documents printed on black and white printers. Otherwise the logo should be in two color. black

grayscale

â&#x20AC;&#x192;

Logoâ&#x20AC;&#x192; 21

TWO COLOR & REVERSED

The Suhramik logo can is typically in two color. The icon uses Suhramik Orange and the signature uses Calling the Kettle Black. If the logo is on a dark background the icon should still be in Suhramik Orange, but the signature will switch to white. When the logo is on a medium or brightly colored background the icon will be white and the signature will remain Calling the Kettle Black.

22â&#x20AC;&#x192; Suhramik Brand Indentity System

ONE COLOR

The Suhramik logo can use only one color if there is no other alternative. It is prefered for the logo to be in two color. However if one color is applied it must be a color from the primary or secondary color palettes. Both the icon and the signature should be used at full color. No tints need be applied.

â&#x20AC;&#x192;

Logoâ&#x20AC;&#x192; 23

PRIMARY COLOR PALETTE

Our primary color palette consists of two

Suhramik Orange

colors: Suhramik Orange and Calling the

Pantone

Kettle Black. These two colors are used in

RGB 252 175 23

the primary logo and all store related items.

CMYK 0 35 100 0

These colors signify Suhramik items that

Hex# FCAF17

130 EC

are purely for the shop (e.g. the company letterhead), where as the secondary color palette is used for more personal items. Tints of Suhramik Orange can be used in several different applications and used for the swirl texture.

Calling the Kettle Black Pantone

426 EC

RGB

558

CMYK

76 69 64 88

Hex# 050508

24 Suhramik Brand Indentity System

SECONDARY COLOR PALETTE

The secondary color contains four colors:

Go Means Green

Go Means Green, Ya Mon Yellow, Enchant

Pantone

Red, and Treachery Charcoal. These colors

RGB 169 194 74

can be used with the shop as well as for

CMYK 39 8 90 0

the personal employee pieces of Suhramik

Hex# A9C24A

382 EC

(e.g. the business cards).

Ya Mon Yellow Pantone

101 EC

RGB 254 231 97 CMYK 2 4 75 0 Hex# FEE761

Enchant Red Pantone

201 EC

RGB 158 67 62 CMYK 27 83 75 20 Hex# 9E433E

Treachery Charcoal Pantone

Cool Gray 11 EC

RGB 61 60 60 CMYK 68 62 61 51 Hex# 3D3C3C

Logo 25

SIZING RESTRICTIONS

The minimum size that the Suhramik logo

minimum height

can reach is .5 inches in height. Both the

.5 inches

primary logo and the secondary logos must abide by this requirement.

minimum height .5 inches

26â&#x20AC;&#x192; Suhramik Brand Indentity System

Logo 27

AVATAR

The avatar is a quick symulated drawing the icon. It further shows the

abstract spin of throw-wheel ceramics. 1. It begins with just the signature. 2. Then the orange line starts in from the right corner of the screen. 3- 6. The line flows and twists into the lines of the icon. 7. When it reaches the end the line pulls all the way from the corner of the screen. 8. To complete the icon it makes itâ&#x20AC;&#x2122;s final turn and stops, creating the company logo.

28â&#x20AC;&#x192; Suhramik Brand Indentity System

Logo 29

ACCEPTABLE LOGO TREATMENTS

The treatments of the Suhramik logo can vary, but cannot contaminate the integrity of the logo. 1. The icon can be layered with a swirled texture similar to the icon, with or without the signature. 2. All of the colors from the secondary color palette may be used for the icon when it is not being applied to something that is purly a representation of the store (e.g. the company letterhead). 3. The icon and the signature can be used independently of the other. If they are used independently they may take on any color from either color palette.

30â&#x20AC;&#x192; Suhramik Brand Indentity System

Logo 31

32â&#x20AC;&#x192; Suhramik Brand Indentity System

UNACCEPTABLE LOGO TREATMENTS

The treatments of the Suhramik logo can not mutilate or ruin the integrity of the logo in any way. 1. The secondary color palette can not be combined in any form to create the logo. The secondary color palette cannot mix with Suhramik Orange to create the logo. The logo must always have the signature in Calling the Kettle Black. The signature can only change color if it used independly of the icon. 2. The signature cannot use outlined text. The signature cannot use a combination of colors. It must only be in Calling the Kettle Black, unless it is independent of the icon. 3. The secondary logos must also follow the rules of the primary logo as well as a few rules of their own. The white outline around the signature cannot be removed or change color. It must remain white. The icon cannot change positions or alignments with the signature. It must remain in the place specifed. 4. The logo cannot lose the specified required spacing between the signature and the icon. The logo can not be squished down, squeezed in, or tilted to fit into a space. It must only be scaled. 5. Icon stroke can not be thinned, thickened, or filled in.

â&#x20AC;&#x192;

Logoâ&#x20AC;&#x192; 33

TITLE

34â&#x20AC;&#x192; Suhramik Brand Indentity System

TITLE

TYPOGRAPHY

â&#x20AC;&#x192;

Logoâ&#x20AC;&#x192; 35

PRIMARY TYPOGRAPHY

The primary typeface for Suhramik’s brand is Gotham. Gotham Light and Gotham Black are the primary weights.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

This typeface is clean, simple, and modern and a perfect representation of what the

Gotham Light

company produces. All plain text uses Gotham Light. Headers, titles, etc. require the use of Gotham Black.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Black

36 Suhramik Brand Indentity System

SECONDARY TYPOGRAPHY

If Gotham is not available, Univers can be used as a secondary typeface. Univers is not to used in comblnation with Gotham,

ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqrstuvwxyz

only as a back up. The use of Univers Light and Universe Black can be used in place of Gotham Light and Gotham Black.

Univers Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Univers Black

Typography 37

TYPOGRAPHY FOR WORD

If the primary or secondary typefaces are not available, when using Microsoft Word, the use of Arial is permitted. The use of

ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuvwxyz

this typeface should only be a last resort. Arial Light and Arial Black can stand in for Gotham Light and Gotham Black, but

Arial Light

only in a Word document. The use of this typeface is not permitted in any other form when associate with the Suhramik brand.

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz Arial Black

38â&#x20AC;&#x192; Suhramik Brand Indentity System

Typography 39

TITLE

40â&#x20AC;&#x192; Suhramik Brand Indentity System

TITLE

BUSINESS SYSTEM

â&#x20AC;&#x192;

Logoâ&#x20AC;&#x192; 41

PRIMARY LETTERHEAD

USES Company memo’s SIZE 8.5 x 11 in. COLOR Primary color palette TEXT Gotham Light 8 pt. type 13 pt. leading 50 tracking FRONT Uses a secondary logo and a swirl texture in the background at a twenty percent tint. BACK Uses the same swirl texture as the front at a fifty percent tint.

42 Suhramik Brand Indentity System

Sincerely,

Jackson West

23 Main Street NW

front

Traverse City, MI 49684

243.333.4532

suhramik.com

back

â&#x20AC;&#x192;

Business Systemâ&#x20AC;&#x192; 43

PRIMARY LETTERHEAD SPACING

The diagram maps out the exact spacing of the primary letterhead. The signature of the logo begins a half inch from the top left. The written text can be filled in two and seven-eighth of an inch from the top of the page. It must be contained betweed two inches and seven and a half inches from the left of the page. At the bottom of the page, in the Suhramik Orange band, the company information is placed. This band is between ten and fiveeighths of an inch to ten and seven-eighths of an inch from the top of the page.

44â&#x20AC;&#x192; Suhramik Brand Indentity System

1/2 in.

1 5/8 in. 2 in.

7 1/2 in.

1/2 in.

2 3/8 in. 2 7/8 in.

Sincerely,

Jackson West

10 5/8 in. 10 7/8 in.

23 Main Street NW

Traverse City, MI 49684

243.333.4532

suhramik.com

â&#x20AC;&#x192;

Business Systemâ&#x20AC;&#x192; 45

SECONDARY LETTERHEAD

USES Employee memo’s SIZE 8.5 x 11 in. COLOR Calling the Kettle Black One color from secondary color palette TEXT Gotham Light 8 pt. type 13 pt. leading 50 tracking FRONT A logo is not on this letterhead, because it’s a personal employee letterhead. The company information is still listed at the bottom. Emplyees can choose one color from the secondary color palette to be paired with the color, Calling the Kettle Black, for their stationary. The same swirl texture is used here, in order to maintain the feel of the company design. It is at a twenty percent tint. BACK Same swirl texture as the front at a fifty percent tint.

46 Suhramik Brand Indentity System

Dear Elizabeth, Four score and seven years ago our fathers brought forth, upon this continent, a brand new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal. Dear Elizabeth, Now we are engaged in a great civil war, testing whether that nation, or any nation so Four and sevencan years ago our fathers brought forth, this continent,ofa brand conceived, andscore so dedicated, long endure. We are met here on upon a great battlefield newhave nation, conceived in Liberty, andofdedicated to resting the proposition allwho men are that war. We come to dedicate a portion it as a final place for that those equal. here gavecreated their lives that that nation might live. It is altogether fitting and proper that we Dear Elizabeth, should do this. Now we are engaged in a great civil war, testing whether that nation, or any nation so Four anddedicate sevencan years our brought forth, this continent,ofa brand conceived, and so dedicated, endure. We are met- here on upon anot great battlefield But in a larger sense wescore can not -long weago can notfathers consecrate we can hallow newhave nation, conceived in Liberty, andofdedicated to resting the proposition allwho men are thatThe war. We come to dedicate a portion it as a final place for those this ground. brave men, living and dead, who struggled, here, have consecrated it that far created equal. gave their that that nation might will live. little It is altogether fitting and proper that we above ourhere poor power tolives add or detract. The world note, nor long remember, should dobut this. never forget what they did here. what we say here, Nowcan we are engaged in a great civil war, testing whether that nation, or any nation so conceived, so dedicated, long endure. We arewhich met- here on anot great battlefield of But a larger sense we can not dedicate weunfinished can not consecrate we can hallow It is for us, theinliving, rather toand be dedicated herecan to -the work they have, thatThe war. We come dedicate a portion of it to as a final resting those who this ground. brave men, living and dead, who struggled, here, have consecrated it far thus far, so nobly carried on. It have is rather forto us to be here dedicated the great task place for here gave their that thatdead nation might live. little It is altogether fitting and proper that we our poor power tolives addhonored or detract. The will note, nor long remember, remainingabove before us - that from these weworld take increased devotion to that should do this. we say here, but can forget whatof they did here. cause for what which they here gave the never last full measure devotion - that we here highly resolve that these dead shall not have died in vain; this nation shallnot have a new birth But a larger sense can notthat dedicate weunfinished can consecrate - we can not hallow It is for us, theinliving, rather to we be dedicated here to -the work which they have, of freedom; and that this government of the people, by the people, the people, shall this ground. The on. brave men, living dead, whofor struggled, here, it far thus far, so nobly carried It is rather forand us to be here dedicated to thehave greatconsecrated task not perish from theabove earth.our poor power to add or detract. The world will little note, nor long remember, remaining before us - that from these honored dead we take increased devotion to that we say here,gave but forget they did here. cause which they here the never last measure of devotion - that we here We are met herefor onwhat a great battlefield of can that war.full We havewhat come to dedicate a portion of highly resolve that these dead shall have died in lives vain; that that that this nation shall aItnew birth it as a final resting place whonot here gave their mighthave live.work It is forfor us,those the living, rather to be dedicated here to the unfinished which they have, of freedom; and that this of the people, by the people, for the people, shall is altogether fittingthus and proper thatgovernment we should do far, so nobly carried on. It this. is rather for us to be here dedicated to the great task not perish from the earth. remaining before us - that from honored dead devotion to that But in a larger sense we can not dedicate - we can these not consecrate - we we cantake not increased hallow cause for which they herewho gave the last of devotion that we here WeThe are brave met here onliving a great battlefield ofstruggled, that war.full Wemeasure have to dedicate a portion of highly this ground. men, and dead, here, havecome consecrated it- far resolve that shall not have died in lives vain; that this nation shall as a final resting place for dead those who here gave their mighthave live. aItnew birth above ouritpoor power to add orthese detract. The world will little note, northat longthat remember, of freedom; and that what this of the is altogether fitting and proper thatgovernment we here. should do this.people, by the people, for the people, shall what we say here, but can never forget did not perish from the earth. But in a larger sense we can not dedicate - we can not consecrate - we can not hallow WeThe are brave met here onliving a great that war. here, We have to dedicate a portion of men, andbattlefield dead, whoofstruggled, havecome consecrated it far Sincerely, this ground. as a final resting for those here gave lives nation might live. It above ouritpoor power to addplace or detract. Thewho world will littletheir note, northat longthat remember, is altogether fitting andforget properwhat that did we here. should do this. what we say here, but can never But in a larger sense we can not dedicate - we can not consecrate - we can not hallow Sincerely, this ground. The brave men, living and dead, who struggled, here, have consecrated it far Jackson West above our poor power to add or detract. The world will little note, nor long remember, what we say here, but can never forget what did here.

Sincerely, Jackson West

Jackson West

23 Main Street NW

Traverse City, MI 49684

23 Main Street NW

Traverse City, MI 49684

23 Main Street NW

front

243.333.4532

suhramik.com

243.333.4532

Traverse City, MI 49684

suhramik.com

243.333.4532

suhramik.com

back

â&#x20AC;&#x192;

Business Systemâ&#x20AC;&#x192; 47

SECONDARY LETTERHEAD SPACING

The diagram maps out the spacing of the secondary letterhead. The text can be start two and three-fourths of an inch from the top of the paper. The text must be contained betweed two inches and seven and a half inches from the left of the page. At the bottom, in an colored band, the company information is placed. This band is contained between ten and five-eighths of an inch to ten and seven-eighths of an inch from the top of the page.

48â&#x20AC;&#x192; Suhramik Brand Indentity System

2 in.

2 3/4 in.

7 1/2 in.

Sincerely,

Jackson West

10 5/8 in. 10 7/8 in.

23 Main Street NW

Traverse City, MI 49684

243.333.4532

suhramik.com

â&#x20AC;&#x192;

Business Systemâ&#x20AC;&#x192; 49

PRIMARY BUSINESS CARD

USES Company Card SIZE 2 x 3.5 in. COLOR Primary color palette TEXT Gotham Light 7 pt. type 12 pt. leading 20 tracking FRONT The same secondary logo is used, as on the letterhead and envelope. Swirl texture in background is at a twenty percent tint. BACK Text is removed from logo. Same swirl texture is used from the front at a thirty percent tint.

50â&#x20AC;&#x192; Suhramik Brand Indentity System

23 Main St. NW Traverse City, MI 49684 suhramik.com 243.333.4532

front

back

â&#x20AC;&#x192;

Business Systemâ&#x20AC;&#x192; 51

PRIMARY BUSINESS CARD SPACING

The diagram maps out the spacing of the primary business card. The logo used is the same secondary logo that is used for the entire business system. Its signature is one-eighth of an inch from the top and left side of the card. The company information starts one and three-sixteenths of and inch from the top of the card and seven-eighth of and inch from the lef t side of the card. The swirl texture in the background is set at a twenty percent tint.

52â&#x20AC;&#x192; Suhramik Brand Indentity System

11/16 in. 1/8 in.

7/8 in.

2 1/16 in.

1/8 in.

1 1/16 in. 1 3/16 in.

23 Main St. NW Traverse City, MI 49684 suhramik.com 243.333.4532

â&#x20AC;&#x192;

Business Systemâ&#x20AC;&#x192; 53

SECONDARY BUSINESS CARD

USES Employee Card SIZE 2 x 3.5 in. COLOR Calling the Kettle Black One color from secondary color palette TEXT Gotham Black 9 pt. type 20 tracking Gotham Light 7 pt. type 12 pt. leading 20 tracking FRONT These are the personal employee business cards. Unlike the generic company card, this one states the employeeâ&#x20AC;&#x2122;s name and work information. The color chosen from the seconary color palette will be the same as was used for the employees letterhead and envelope. The swirl texture is at a twenty percent tint in the background. BACK The logo is located here, on the back. The swirl texture matchs the front, but it is set at a thirty percent tint.

54â&#x20AC;&#x192; Suhramik Brand Indentity System

Jackson West Jennsen Holloway jackson@suhramik.com suhramik.com Lincoln Evans jennsen@suhramik.com 243.333.4532 suhramik.com linc@suhramik.com 243.333.4532 23 Main St. NW suhramik.com Traverse City,St. MINW 49684 243.333.4532 23 Main Traverse City, 49684 23 Main St.MI NW Traverse City, MI 49684

front

back

â&#x20AC;&#x192;

Business Systemâ&#x20AC;&#x192; 55

SECONDARY BUSINESS CARD SPACING

The diagram maps out the spacing of the secondary business card. FRONT The employee’s name is placed sevensixteenths of an inch from the top of the card and five-sixteenths of an inch from the lef t of the card. The emplyee’s work information is located eleven-sixteenths of an inch from the top of the buiness card and should be flush with the employee’s name on the left. BACK The logo’s signature is located just onesixteenth from the top of the card and one-eight of and inch from the left side.

56 Suhramik Brand Indentity System

5/16 in.

7/16 in.

Jackson West

11/16 in.

jackson@suhramik.com suhramik.com 243.333.4532 23 Main St. NW Traverse City, MI 49684

front

1/8 in.

11/16 in.

1/16 in.

1 in.

back

â&#x20AC;&#x192;

Business Systemâ&#x20AC;&#x192; 57

PRIMARY ENVELOPE

USES Company Envelope SIZE #10 Envelope COLOR Primary color palette TEXT Gotham Light 8 pt. type 13 pt. leading OUTSIDE This is the company envelope, meant to be used with the company letterhead. It uses the secondary logo and company address. The swirl texture is at a thirty percent tint. INSIDE The inside of the envelope is printed with solid Suhramik orange.

58â&#x20AC;&#x192; Suhramik Brand Indentity System

23 Main St. NW

Elizabeth Mason

Traverse City, MI 49684

38 Bartlett Street NE Charlestown, MA 02129

front

back

â&#x20AC;&#x192; Business Systemâ&#x20AC;&#x192; 59

PRIMARY ENVELOPE SPACING

The diagram maps out the spacing of the primary envelope. The secondary logo is placed two-eighths of an inch from the top and left of the folded envelope. Both the return address and the destination address are two inches from the top of the envelope. The return address is one and seven-sixteenths of and inch from the lef t of the envelope. The destination address is five and three-eighths of an inch from the left.

60â&#x20AC;&#x192; Suhramik Brand Indentity System

1 2/16 in. 2/8 in.

1 7/16 in.

5 3/8 in.

2/8 in.

1 6/8 in. 2 in.

23 Main St. NW

Elizabeth Mason

Traverse City, MI 49684

38 Bartlett Street NE Charlestown, MA 02129

â&#x20AC;&#x192; Business Systemâ&#x20AC;&#x192; 61

SECONDARY ENVELOPE

USES Employee Envelope SIZE #10 Envelope COLOR Calling the Kettle Black One color from secondary color palette TEXT Gotham Light 8 pt. type 13 pt. leading OUTSIDE The swirl texture is at a thirty percent tint. INSIDE The inside of the envelope is printed with the solid color choice from the secondary color palette.

62â&#x20AC;&#x192; Suhramik Brand Indentity System

Jackson West 23 Main Street NW Jennsen Traverse City, MIHolloway 49684 23 Main Street NW Lincoln Evans Traverse City, MI 49684 23 Main Street NW Traverse City, MI 49684

Elizabeth Mason 38 Bartlett Street NE Elizabeth Charlestown, MAMason 02129 38 Bartlett Street NE Elizabeth Charlestown, MAMason 02129 38 Bartlett Street NE Charlestown, MA 02129

front

back

â&#x20AC;&#x192;

Business Systemâ&#x20AC;&#x192; 63

SECONDARY ENVELOPE SPACING

The diagram maps out the spacing of the primary envelope. The return address is placed two-eighths of an inch from the top and lef t of the envelope. The destination address is two inches from the top of the envelope and five and three-eighths of an inch from the left side of the envelope.

64â&#x20AC;&#x192; Suhramik Brand Indentity System

2/8 in.

5 3/8 in.

Jackson West 23 Main Street NW Traverse City, MI 49684

2 in.

Elizabeth Mason 38 Bartlett Street NE Charlestown, MA 02129

â&#x20AC;&#x192;

Business Systemâ&#x20AC;&#x192; 65

PRIMARY PAPER SPECIFICATIONS

LETTERHEAD Neenah Starwhite Sirius 100 Text BUSINESS CARD Neenah Starwhite Sirius 110 Cover ENVELOPE Neenah Starwhite Sirius 80 Text

66 Suhramik Brand Indentity System

SECONDARY PAPER SPECIFICATIONS

LETTERHEAD Mohawk Via Pure White Smooth 100 Text BUSINESS CARD Mohawk Via Pure White Smooth 100 Cover ENVELOPE Mohawk Via Pure White Smooth 70 Text

Business System 67

TITLE

68â&#x20AC;&#x192; Suhramik Brand Indentity System

TITLE

APPLICATIONS

â&#x20AC;&#x192;

Logoâ&#x20AC;&#x192; 69

iPHONE APP

Suhramiks iPhone app. lets you create your own glazed pottery. The application begins with you scrolling through options of ceramic pot silhouettes. When you find a silhouette you want, you can select it. Next, you come to the section where you scroll though glaze threatment options. When you find the perfect glaze, you can select it. After you have chosen the perfect pottery silhouette and glaze treatment, the app. puts you choices together. Then it lets you see exactly what your creation looks like.

70â&#x20AC;&#x192; Suhramik Brand Indentity System

Applications 71

BROCHURE

This brochure is just a general disclamer about the company. It begins by sharing the information about the studio or the Suhramiks actual shop.

WHEELED

HOURS

This section gives the reader a feel for the studio and shares some of the philosophy behind Suhramik. In the People section, it discusses Jackson West, Jennsen Holloway, and Lincoln Evans, the founders of Suhramik. The very last section inside of the brochure is called, Classes. It gives information about the potters wheel ceramic classes that are offered by Jennesen Holloway at Suhramik. The flap that folds inside the brochure is called, Wheeled. This informs the reader all

Suhramik uses only the throw-wheel technique to create it’s pieces. In case you are thinking, I am pretty sure I know what that is, but you’re not quite positive, let us clarif y. Picture the movie Ghost. Yep, it’s that, but sexier! With throw-wheel we can create almost anything. We have made custom plates, bowls, sinks, tubs, lamps, etc. We are always looking for something new and exciting to create.

72 Suhramik Brand Indentity System

9–8 p.m. 9–5 p.m. 10-3 p.m.

Workshop Classes Thu.

9–12 p.m.

Classes cost $50 per person and include the cost of firing your piece. Call for an appointment

The ultimate beauty of the work is that it is something that was created with two human hands. Two hands since the Ancient Greeks have been used for this profession. It’s timeless; we just added our own Suhramik flavor to the mix. 23 Main St. NW Traverse City, MI 49684 suhramik.com 243.333.4532

creates and sells.

store hours and the class hours.

Mon.–Thu. Fri. Sat.

Our applications can var y as well. Adding elements to the clay, like horsehair, can bring a whole new feel to the work. Glazes can bring beauty or agony to a peice. Whatever mood you want to por tray you can do it with a wheel and clay.

about the type of ceramics that Suhramik

That back of the brochure simply offers the

Suhramik

outside

STUDIO

Suhramik is a throw-wheel ceramic studio located in Traverse City, MI. We love what we do, and we want everyone to be able to feel the fun and love we pour into every pot (pardon the pun). We know what you are thinking, my grandma does ceramics. Well these are not your grandma’s ceramics. This is art, passion, love, and crazy amounts of craft spinning in wet clay. Your grandma wishes she was this good, but she isn’t, so now she just gets her ceramics from us. To those seeking both interesting and functional pieces of art, this ceramics shop can make a statement in any room. That statement is, look at how crazy awesome I am. That fact is, we love what we do and we want you to love it too. On a side note: If your grandma really is that good, bring her on by. We would love to learn a thing or two.

PEOPLE

Suhramik, came into existence when three friends decided with all of their collective ceramic and business knowledge to start a studio. Five years later those same three friends know it was the best decision they ever made. Jackson West is always inventing something spectacular. Be it a new sculpture, lamp... bathtub. Jackson is always trying to create something new and inventive. Jennsen Holloway has an eye for detail. Her work is comprised of intricate and delicate pieces. Lincoln Evans is the painter of the group. This man’s true talents shine though fired glazes. His glazing is original and awe–inspiring.

CLASSES

Suhramik is now offering classes to those who would like to learn the art of throw-wheel. Jennsen, is now instructing classes every Thursday to those new to ceramics. Classes star t at a beginners level and will teach you all of the basics of using a wheel. The small teaching environment allows for moments of one–on–one time with, Jennsen. Your creation will also be fired, if you wish to keep it. Return class visits are encouraged. Many students choose to come back to glaze their creations at a later dates class time.

STUDIO

PEOPLE WHEELED

Suhramik is a throw-wheel ceramic studio located in Traverse City, MI. We love what we do, and we want everyone to be able to feel the fun and love we pour into every pot (pardon the pun).

Suhramik, cameonly intothe existence when Suhramik uses throw-wheel three friends with all of In technique to decided create it’s pieces. their ceramicI and business case collective you are thinking, am pretty knowledge start a studio. sure I know to what that is, but Five you’re years laterpositive, those same three friends not quite let us clarif y. know it the was movie the best decision Picture Ghost. Yep, they it’s ever that, made. but sexier!

We know what you are thinking, my grandma does ceramics. Well these are not your grandma’s ceramics. This is art, passion, love, and crazy amounts of craft spinning in wet clay. Your grandma wishes she was this good, but she isn’t, so now she just gets her ceramics from us.

Jackson West is always inventing With throw-wheel we can create something spectacular. Be made it a new almost anything. We have sculpture, lamp... bathtub. Jackson custom plates, bowls, sinks, tubs, is always trying to create lamps, etc. We are alwayssomething looking new and inventive. for something new and exciting to create. Jennsen Holloway has an eye for detail. Her work iscan comprised Our applications var y as of well. intricate and delicate pieces. Adding elements to the clay, like horsehair, can bring a whole new feel Lincoln Evans is the painter of the to the work. Glazes can bring beauty group. This man’s true talents shine or agony to a peice. Whatever mood though fired glazes. His glazing is you want to por tray you can do it original and awe–inspiring. with a wheel and clay.

To those seeking both interesting and functional pieces of art, this ceramics shop can make a statement in any room. That statement is, look at how crazy awesome I am. That fact is, we love what we do and we want you to love it too.

CLASSES HOURS

Suhramik Suhramik those wh Mon.–Th art of thro Fri. instructin Sat. to those n

Classes s Workshop and will te of Thu. using a environm Classes cos one–on–o include the creation w Call for to keep ita

Return cla Many stud to glaze t dates clas

On a side note: If your grandma really is that good, bring her on by. We would love to learn a thing or two.

23 Main St. N

Traverse Cit

suhramik.co

243.333.453

inside

folded

Applications 73

WEBSITE

The home page of the Suhramik website discusses the studio. It gives the viewer a feel for what the studio is all about and shares the philosophy behind Suhramik.

STUDIO

WHEELED

PEOPLE

CLASSES

The main purpose of the site is simply to serve as a portfolio site for the work being produced in the shop. Under the tab, Wheeled, the website gives

STUDIO

an array of cropped thumbnails to choose from. When a photo is selected a pop-up window will appear to display the full photo of the piece, along with a small synapsis. From here, they can scoll to another piece or close out of the screen. The site also gives a brief description of the people who produce the work for Suhramik and the classes that they offer.

Suhramik is a throw-wheel ceramic studio located in Traverse City, MI. We love what we do, and we want everyone to be able to feel the fun and love we pour into every pot (pardon the pun). We know what you are thinking, my grandma does ceramics. Well these are not your grandma’s ceramics. This is art, passion, love, and crazy amounts of craft spinning in wet clay. Your grandma wishes she was this good, but she isn’t, so now she just gets her ceramics from us. To those seeking both interesting and functional pieces of art, this ceramics shop can make a statement in any room. That statement is, look at how crazy awesome I am. That fact is, we love what we do and we want you to love it too. On a side note: If your grandma really is that good, bring her on by. We would love to learn a thing or two.

74 Suhramik Brand Indentity System

STUDIO

WHEELED

PEOPLE

CLASSES

WHEELED

STUDIO

WHEELED

PEOPLE

CLASSES

RED THE BOWLS WHEELED

The Red Bowls were created by Suhramik uses only the throw-wheel Jackson West. However, they were technique to create it’s pieces. In glazed by Lincoln Evans. case you are thinking, I am pretty what that is, but you’re This smallsure bowlI know set says simplicity, quite positive, us clarif y. clean, andnot eligance. They are let perfect movie Ghost. Yep, it’s for a smallPicture dinner the party. that, but sexier!

With throw-wheel we can create almost anything. We have made custom plates, bowls, sinks, tubs, lamps, etc. We are always looking for something new and exciting to create.

Applications 75

TITLE

76â&#x20AC;&#x192; Suhramik Brand Indentity System

TITLE

ENVIRONMENTAL GRAPHICS

â&#x20AC;&#x192;

Logoâ&#x20AC;&#x192; 77

STOREFRONT

The store is all about showing off the fun and vivacilty that is Suhramik. The signature appears above the entrance. A sign hanging out over the sidewalk has a reversed out image of the logo. The windows are covered with the swirled texture in Suhramik Orange. The decals are enough to show off the flavor of the shop and grab peoples attention, but still offers visibility to the passers by.

78â&#x20AC;&#x192; Suhramik Brand Indentity System

Logo 79

GIFT BOX

All purchase made at Suhramik will be packaged inside of this style box. The Suhramik icon starts on the box lid and continues onto the two sides of the box. The swilrl texture wraps around the entire box. This packaging is a creative and classy way to display the Suhramik identity.

80â&#x20AC;&#x192; Suhramik Brand Indentity System

T-SHIRTS

The t-shirts come in black with Suhramik’s icon in Suhramik Orange cropped on the shirt. The swirl texture in an orange tint is layered behind the icon. These shirts could be worn as uniforms or sold as store merchandise.

Environmental Graphics 81

TITLE

82â&#x20AC;&#x192; Suhramik Brand Indentity System

TITLE

PROCESS

â&#x20AC;&#x192;

Logoâ&#x20AC;&#x192; 83

RESEARCH

The entire process of building Suhramik began by taking a trip to Saugatuck, Michigan. Saugatuck is full of specialty shops, and I went though almost all of them. This small town gave me a lot of ideas, but I didnâ&#x20AC;&#x2122;t find what I was really looking for until the very end of the day. The last shop I visited was a small ceramics store. I loved it. Though the shop used a lot of commerical glazes and styles. I knew that this was going to be my inspiration for my project.

84â&#x20AC;&#x192; Suhramik Brand Indentity System

Process 85

ONE HUNDRED NAMES

To come up with the name Suhramik, I began by listing names. One-hundred names to be exact.

86â&#x20AC;&#x192; Suhramik Brand Indentity System

FINAL NAMES

The long list of names was then narrowed down to twelve names. The twelve were then harshly cut down to three names. Finally, Suhramik came out the winner.

Keramikos

CaO

The Throw Wheel

suh-ram-ik

Ceramography 2400 B.C.E. Paint the Clay Red 3 Element Studio Incenerire Sporcizia suh-ram-ik A Smokeless Fire Throwing Caution

Process 87

MOOD BOARDS

I create mood boards in order to give my self some direction for the feel I wanted to give my specialty shop. I created three mood boards, one for imagery, one for typography, and one for color. Because of this exercise I determined that I wanted to have a mixture of a modern vintage feel (which I realize is a complete oxymoron, but it worked) with my shop. I also wanted my typography to be a fun combination of sorts. For the colors to use, I wanted to use modern versions of old trendy colors.

88â&#x20AC;&#x192; Suhramik Brand Indentity System

imagery

Process 89

MOOD BOARDS

typography

90â&#x20AC;&#x192; Suhramik Brand Indentity System

color

Process 91

ONE HUNDRED LOGOS

Next, I began sketching one-hundred logo ideas. Here is where I started to form my general conception that I wanted my logo to reflect the movement of the potterâ&#x20AC;&#x2122;s wheel or the striping of clay when it spins in your fingers.

92â&#x20AC;&#x192; Suhramik Brand Indentity System

FINAL LOGOS

From the one-hundred sketches I choose twenty of my favorite and mocked them up on the computer. After that, I narrowed it down to three logos, until I arrived at my final choice.

SUH–RAM–IK

S h–ram–ik

S hr mik

S hramik

Process 93

94â&#x20AC;&#x192; Suhramik Brand Indentity System

Logo 95

TITLE

96â&#x20AC;&#x192; Suhramik Brand Indentity System