03 TOM’ S OF M A I N E Visual Standard Guide
03 TOM’ S OF M A I N E Visual Standard Guide
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Visual Standard Guide
CON TEN TS
01 GUIDELINE 1.1 The Face of Our Brand 1.2 Specifications
8–13 14–23
02 V ISUA L SYSTEM 2.1 Color Palette
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2.2 Typography
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03 R EA LIZATION 3.1 Future Evolution
30
3.2 Holistic Health Awareness
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3.3 Main Focus
32–59
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Visual Standard Guide
01. GUIDELINE
1.1 The Face of Our Brand 1.2 Specifications
Tom’s of Maine
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THE FACE OF OUR BR A ND
The face of Tom’s of Maine is a combination of both a leaf shape, a flower shape, and a circle. Using six pieces of leaves forming a simple flower as the main icon of our new mark represents the key values of new Tom’s of Maine—simplicity, conscientious, and natural. The missing part of each leaf reflects reducing the unnecessary parts but remain the essential parts, and people can still figure out the shape that we want to emphasize.
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Visual Standard Guide
Tom’s of Maine
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LOGO IN BL ACK A ND W HITE
The new signature of Tom’s of Maine may appear with a background and without a background. It should be reversed when placed on a solid background so that it’s easier to see. Choose a color that will create enough contrast between the background and that different component of a signature.
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Visual Standard Guide
LOGO IN COLOR
The new signature will be used in different colors, which are designed in the brand color palette. The signature will be in both neutral and bright colors. Each logo with different color schemes will be used for a different type of organizations. For instance, logo in blue, light orange, light green will be used consecutively for extensions focus on ourselves, community and our environment.
Tom’s of Maine
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Visual Standard Guide
Tom’s of Maine
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LOGO ASSEM BLY
Signature
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Wordmark
Symbol
Tom’s of Maine is composed of a symbol, which is rounded shaped formed by the abstract shape of leaves, and wordmark, which is the brand name in all caps.
Visual Standard Guide
LOGO A NATOMY
I created the schematic below so that people can see exactly how our icon is drawn. People can use this diagram to perfectly replicate it.
X=width of 1/2 radius of the circle
Tom’s of Maine
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LOGO VA R I ATIONS
The new logo has various version. Please follow our guidelines for proper use of our logos.
Signature 01 (Primary) • Signature 01 is used when communication is more timely. • Materials live for a short period of time. • When the design has limited vertical space.
Symbol • The Symbol is used when communication is timeless. • Materials live for a longer period of time. • Materials live for a permanent base. • General corporate communications.
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Visual Standard Guide
Signature 02 • Signature 02 is used when communication is more timely. • Materials live for a short period of time. • When the design has limited horizontal space.
Logotype • This can be used to sign off. • When the design has limited space for the entire logo.
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CLEA R SPACE
Clear space is the area surrounding the signature that must be kept free of other graphic elements. The minimum required clear space is defined by the measurement “x“, as shown. The measurement is equal to the height of the uppercase letters in our logotype. X=width of 1/2 radius of the circle
Icon
Logotype
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Visual Standard Guide
Vertical Lockup
Horizontal Lockup
Tom’s of Maine
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SIZING STA NDA R D
Minimum size refers to the smallest dimensions allowed for brandmark versions. It is stated as the minimum width. Minimum size for each of the brandmark versions is shown in bellow.
10 M
1M
5 CM
1 CM
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Visual Standard Guide
Signature
Tom’s of Maine
Vertical
Wordmark
Icon
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INCOR R ECT USES
Background Our brand is designed for specific uses to maintain the consistency of the system. Improper use of or logo detracts our brand recognition. The list below is the example of incorrect use of the logo. Please avoid any of those logo uses, and follow our standards of proper use of our logo.
Gradient
Text Misplacement
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Visual Standard Guide
Outline
Incorrect Color
Incorrect Placement
Reversed Colors
Crop
Stretch
Shadow
Separation of Elements
Outline Strokes
Misalignment
Skew
Incorrect Typeface Combo
Tom’s
Tom’s of Maine
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Visual Standard Guide
02. V ISUA L SYSTEM
2.1 Color Palette 2.2 Typography
Tom’s of Maine
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COLOR PA LET TE
The color palette of Tom’s of Maine is gender-neutral. The primary color of our brand is gray which is one of the most representative colors of simplicity and minimalist. The secondary color of our brand includes light blue, light organic, and light green, which gives people a feeling of fresh, natural, and healthy.
CMYK
C 0 / M 25 / Y 60 / K 0
CMYK
C 10 / M 0 / Y 45 / K 0
RGB
R 255 / G 195 / B120FFC478
RGB
R 230 / G 235 / B165
HEX/HTML
FFC478
HEX/HTML
E8EDA6
CMYK
C 15 / M 15 / Y 15 / K 0
CMYK
C 25 / M 5 / Y 15 / K 0
RGB
R 215 / G 210 / B200
RGB
R 190 / G 220 / B230
HEX/HTML
D6D1CA
HEX/HTML
BCDDE8
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Visual Standard Guide
T Y POGR A PHY
Feijoa Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ &
Gilroy Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ &
Gilroy Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ &
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Visual Standard Guide
03. R EA LIZATION
3.1 Future Evolution 3.2 Holistic Health Awareness 3.3 Main Focus
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F U T UR E EVOLU TION
As we have developed an identity to secure our appearance in the future, it is even more important to know where our brand will be and what will it be doing in the future. The following list and chat display exactly that–numerous possibilities for the future of the Tom’s of Maine brand. These realizations come in many different shapes and forms.
Product
Environment
[PO01] Sensative Skine Care
[EN01] Green Market
[PO02] Natural Supplement
[EN02] Simple Apparel
[PO03] Sustainable Packaging [PO04] Organic Wine
Event
[PO05] Natural Baby Care Products [EV01] A No-Plastic-Day Education
[EV02] Organic Festival [EV03] Green Enterprise Forum
[ED01] Purified Yoga Class [ED02] Healthy Living Magazine
Experience
Service [SE01] Simple Living Cleanup [SE02] Recycling Clothing Initiative
[EX01] The Organic Cafe
[SE03] Organic Face Treatment
[EX02] Green Stay Cooperation [CO01] Green Organic Farm [CO02] Green Living Conference
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Visual Standard Guide
HOLISTIC HEA LTH AWA R ENESS
[EN02]
[SE02]
[EX02] [EN01]
[CO01] [SE03] [SE01]
[EX01]
[PO02]
Personal
[PO03] [PO04]
[PO05]
[CO02] [PO01]
[ED02]
[ED01]
[EV02]
Community
[EV03] [EN02]
Environmental
Tom’s of Maine
[PO]
Product
[ED]
Education
[EX]
Experience
[EN]
Environment
[EV]
Event
[SE]
Service
[CO]
Cooperation
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There wasn’t much space inside the factory—just one line, that had to be cleaned and set back up every time a new product was made.
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Visual Standard Guide
M A IN FOCUS
[PO01] Sensitive SkinCare
[PO02] Natural Supplement
Introduction
Introduction
Sensitive SkinCare is a series of organic skin care product lines.
Natural Supplement is a health care product company that sells natural and organic supplements.
Description
Description
Our skin care product is developed for sensitive skin type. We use naturally sourced and derived ingredients included in our products, and reduce unnecessary process while producing the to provide skin healthy and safe environment.
Our company commits to natural and plant-based ingredients. We use clean labels with easy to read ingredients on our products.
Mission-Focus Sensitive Skincare reinforces the mission of simplicity by reducing unnecessary process and ingredients and improve the ingredients’ safety and efficacy. Differentiating Elements Unlike other skin care product providers, our company produces different skin products in different naturally sourced ingredients based on different reasons for sensitive skin and different skin type. This will help customers make their right choices in an easy and simple way.
Mission-Focus Natural Supplement reinforces the mission of simplicity and healthy by producing natural and plant-based supplements. Differentiating Elements Natural Supplement adds a significant amount of plant-based nutrition while keeping the ingredient deck simple with pronounceable ingredients. Similar to Pharmaca/MedlinePlus
Similar to Alba/Phytora/Pai/Dr.organic
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M A IN FOCUS
[PO05] Natural Baby Care Products
[SE01] Simple Living Cleanup
Introduction
Introduction
Natural Baby Care Products is a company that produces and sells natural and organic products for babies and kids.
Simple Living Cleanup is a hoarding cleanup service helps people safely remove hoarded materials and professionally clean their home.
Description
Description
We offer high-quality organic products for babies and kids, including clothing, bedding, and skincare. Our signature 100% organic cotton is known for being heavenly soft and gentle on delicate skin.
We provide discreet, professional, and compassionate assistant and complete cleanup for hoarders and their family to live in a simpler and cleaner life.
Mission-Focus Natural Baby Care Products reinforces our mission of simplicity, conscientious and natural by delivering the highest quality organic baby’s products and using the best materials with a focus on sustainability. Differentiating Elements We offer a selection of eco-friendly and all natural baby products, including organic clothing, toys and more.
Mission-Focus This service is for people live in a simple and clean life, which tie to our brand’s mission of increasing the people’s health awareness through simplicity Differentiating Elements In addition to cleanup services, we provide consulting services that specialize in hoarding disease. Similar to Hoarders.com/Dazzling Cleaning
Similar to Burt’s Bees Baby/ Everden Organic Baby Products Ingredients.
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Visual Standard Guide
[SE03] Organic Face Treatment
[ED02] Healthy Living Magazine
Introduction
Introduction
Organic Face Treatment is a facial service using organic skincare product.
Healthy Living Magazine is a quarterly, digital publication designed to promote a healthy and organic lifestyle.
Description Our Face Treatment is committed to bringing Clean, Safe & Effective result for all skin types. Our Approach is simple, natural, organic and 100% Transparent Mission-Focus The natural and organic ingredient products of our facial treatment reinforce our mission of increasing health awareness by pursuing simplicity. Differentiating Elements Unlike other face treatment providers, our company produces skin products in naturally sourced ingredients based on different reasons for all skin types. Similar to Alba/Phytora/Pai/Dr.organic
Description Healthy Living Magazine aimed toward people who want a healthier life. We publish essays on a weekly basis, where we write about a healthy lifestyle as a tool to help you be more focused and feel more fulfilled, specializing in topics such as organic foods, natural and organic products. Mission-Focus This magazine aims at helping people live in natural and organic life which fulfills our brand mission of increasing people’s health awareness. Differentiating Elements Each issue of Healthy Living Magazine customizes smart strategies and good habits that will elevate and streamline people’s life based on individual problems. Similar to Healthy Life Magazine/ Healthy Magazine/Health.com
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M A IN FOCUS
[EX01] The Organic Cafe
[EX02] Green Stay
Introduction
Introduction
The Organic Cafe is a health-directed organic restaurant.
Green Stay is an organic hotel in the bay area.
Description
Description
The Organic Cafe is designed and built using some of the greenest materials, in support of lowering emissions and impact on climate change. Everything we serve is made with organic ingredients and often sourced from local farms.
Green Stay is on 100% certified organic quality. An institution with transparent organic seals and high organic standards. From certified food and regional purchasing, through green electricity, natural cosmetics and recycled paper in the non-food sector to regular quality controls.
Mission-Focus The Organic Cafe reinforces our mission of promoting the wellbeing of people and planet by providing an avenue to support healthy choices and sustainable practices. Differentiating Elements
Mission-Focus Green Stay reimagines an emphasis on organic products and practices and offers a truly green hotel experience for people who value sustainability which fulfill our mission of simplicity and eco-friendly.
Our organic ingredients are sourced from local farms. In addition, we differ from so many other “sustainable� restaurants in that we serve organic ingredients, ethically raised organic meats and sustainable seafood.
The rooms of our hotel all with their own unique character and a range of organic and sustainable features.
Similar to
Similar to
The Plant Cafe Organic/Kingston Cafe/Beach Monkey Organic Cafe
Calista Organic Hotel/Garmischer Hof/ Kirinosato-Takahara
Differentiating Elements
Link to: Green Organic Farm
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Visual Standard Guide
[EV02] Organic Festival
[PO04] Organic Wine
Introduction
Introduction
Organic Festival is a sustainability event to share solutions for living healthier, more sustainable lives.
Organic Wine is a pioneer in the organic wine industry.
Description Organic Festival is a marketplace of eco-friendly businesses-everything from all-natural body care products and organic cotton clothing to Fair Trade gifts and home renovations from renewable resources, and vegan-vegetarian offerings based on organic or local artisanal foods. Mission-Focus Organic Festival puts an effort to find solutions to help make our lives socially, economically and environmentally sustainable, which fulfills the mission of eco-friendly.
Description Organic Wines produces wines that are farmed organically or biodynamically, and made with as little manipulation possible. Mission-Focus Organic Wine starts with organic, biodynamic or verified sustainable farming practices, which fulfills our mission of simplicity and sustainability. Differentiating Elements
In Organic Festival, attendees were able to see, hear, feel, smell and taste the future green, socially economy.
Instead of adhering to commercial standards for consistency, high yield, and low cost—the same goals in place for conventionally processed packaged foods—our wines are farmed organically or biodyna-mically and developed with minimal intervention in the winemaking process.
Similar to
Similar to
California Vegetarian Food Festival
Dry Farm Wines/ Natural Red and White Wines
Differentiating Elements
Link to: Green Organic Farm
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M A IN FOCUS
[EN01] Green Market
[ED01] Purified Yoga Class
Introduction
Introduction
Green Market is a local market that sells natural and organic food.
Purified Yoga Class is a community yoga class.
Description Green Market offers a large variety of high-quality local, organic and conventional fresh produce. We cooperate with local farms and make sure the food sold to our customers are fresh, healthy and with producing the minimum pollution to our environment. Mission-Focus Natural and organic foods are efficient in their use of resources and do not damage the environment and local communities, so it reinforces our mission of healthy environment and the health of people consuming organic foods. Differentiating Elements Our organic ingredients are sourced from local farms. In addition, we differ from so many other “sustainable” restaurants in that we serve organic ingredients, ethically raised organic meats and sustainable seafood.
Description Purified Yoga Class is creating a welcoming physical space for experts in healthcare, fitness and the healing to support our local community. Purification is the of all the yoga practices in our class. Through our yoga class, the body and the mind become cleansed. Mission-Focus The yoga class goes beyond poses and breath and purifies people’s mind and spirit, which reflects our mission of increasing people’s health awareness through simplicity. Differentiating Elements We dedicate ourselves to exploring the entire body, mind, spirit continuum so that our students and growing. Similar to Grace Yoga/Namaste Yoga/ Breathe Together Yoga
Similar to MOM’s Organic Market/ The Organic Market Link to: Green Organic Farm
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Visual Standard Guide
[CO01] Green Organic Farm
[EN02] Simple Apparel
Introduction
Introduction
Green Organic Farm is a local farm that produces organic fruits and vegetables.
Simple Apparel is a fashion brand provides sustainable and GOTS certified organic clothing.
Description
Description
Our farm grows organic fruits and vegetables and serves as incubators for young farmers and remain open to visitors interested in sustainable farming in the community.
We believe that it matters how your clothing is made. Simple apparel store makes our own clothing using eco-friendly texture, from eco-fleece for jackets to organic cotton in tranks. The clothing style in our store is simple, clean and minimalist.
Mission-Focus Green Organic Farm commits to sustainable local agriculture and cultivates organic fruits and vegetables, which fulfills our mission of simplicity and eco-friendly. Differentiating Elements Each week we offer a thoughtful selection of local seasonal fruits and vegetables to help people make easy selection of products. Similar to LocalHarvest/ The HEAL Project
Mission-Focus Simple Apparel reinforces our mission of environment-friendly by producing eco-friendly clothing. methods and materials that have a lower impact on the environment. Differentiating Elements Simple Apparel is not only promoting minimalist clothing style and lifestyle but also committed to creating clothing with a minimal environmental impact. Similar to Synergy clothing/Fair Indigo/Nau
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M A IN FOCUS
[P003] Sustainable Packaging
[SE02] Recycling Clothing Initiative
Introduction
Introduction
Sustainable Packaging is a company that provides Sustainable Packaging Industries design and manufactures molded pulp packaging.
Recycling Clothing Initiative is a textile recycling company.
Description Our eco-friendly packaging made from recycled cardboard & 100% recyclable. Mission-Focus The mission of Sustainable Packaging provides ecofriendly packaging solutions that meet our customers’ environmental and performance goals, which meet with our brand mission of eco-friendly. Differentiating Elements Customers are able to select one of our stock products for their immediate packaging needs or work with our team to design a custom solution. Similar to Packaging Digest/GreenBlue
Description Recycling Clothing Initiative keeps old clothes out of the landfill by repurposing them. We use recycled and recyclable materials in our shipping, packaging and office materials in everyday company life, eliminating trash wherever possible. We are constantly improving the process, remaining conscious and aware of areas that have room to change. Mission-Focus Recycling Clothing Initiative reinforces the mission of reducing environmental impacts and increasing environment conscientious by using waste into new products to prevent waste of potentially useful materials and reducing the consumption of fresh raw materials. Differentiating Elements We provide practical tips that break the textile recycling process down into an easy step-by-step process. Most importantly, there is a place of community and support whether you’ve just started going textile recycle or you’re trash in a mason jar level. Similar to Textile Recycling
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Visual Standard Guide
[EV03] Green Enterprise Forum
[CO02] Green Living Conference
Introduction
Introduction
Green Enterprise Forum is a good platform for health enterprises to promote their natural and organic products and enhance cooperation between sustainability companies.
Green Living Conference is influential videos from expert speakers on simple and organic living.
Description We provide a platform for health enterprises where the exhibitors and visitors can gather together and create a professional bonding with each other, so we can help more healthy and eco-friendly companies enter the marker, therefore, convey the idea of healthcare to more consumer. Mission-Focus Green Enterprise Forum helps natural and organic companies cooperate with each other and promotes the idea of healthcare, which fulfills our mission of increasing people’s health awareness through simplicity and eco-friendly. Differentiating Elements In this forum, we invite successful exhibitors in natural and organic filed from all over the world. People who attend this event will learn the most up-to-date market trend and regulations via communications and speech. Similar to
Description Green Living Conference brings world sustainability experts on pressing environmental issues and give talks surrounding the green living and shares a wealth of content that covers topics like healthy lifestyle, sustainable eating, green travel, eco-friendly products, and so much more. Mission-Focus Green Living Conference focuses on sustainable living and inspires people who interested in topics like environment and eco-friendly lifestyle to make sustainable lifestyle changes, which fulfills our mission of increasing health awareness through simplicity. Differentiating Elements Green Living Conference cooperate with local sustainability companies, invite famous scientists and inventors to offer visionary solutions for a greener future. Similar to Organic Farming Works/ Organic Conference
Transitioning to Green
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M A IN FOCUS
[EX01] The Organic Cafe The Organic Cafe is a health-directed organic restaurant. It’s is designed and built using some of the greenest materials, in support of lowering emissions and impact on climate change. Everything we serve is made with organic ingredients and often sourced from local farms. In addition, we differ from so many other “sustainable” restaurants in that we serve organic ingredients, ethically raised organic meats and sustainable seafood.
Customer Enjoy having dinner in Organic Cafe.
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Visual Standard Guide
Natural Looking and Feeling in the Cafe
Tom’s of Maine
Recipes and Wine Made with Organic Ingredients.
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M A IN FOCUS
[EN02] Simple Apparel Simple Apparel is a fashion brand provides sustainable and GOTS certified organic clothing. We believe that it matters how your clothing is made. Simple apparel store makes our own clothing using eco-friendly texture, from eco-fleece for jackets to organic cotton in tranks. The clothing style in our store is simple, clean and minimalist.
Organic Cotton Crew T-Shirts
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Visual Standard Guide
Woman wearing the classic T-shirt playing in the garden.
Tom’s of Maine
Simple Apparel Store Placement
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M A IN FOCUS
[CO02] Green Living Conference Green Living Conference is influential videos from expert speakers on simple and organic living. Green Living Conference brings world sustainability experts on pressing environmental issues and give talks surrounding the green living and shares a wealth of content that covers topics like healthy lifestyle, sustainable eating, green travel, eco-friendly products, and so much more.
A Guest Speaker at Green Living Conference
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Visual Standard Guide
People taking notes in the Conference
Tom’s of Maine
A Signage of Conference.
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M A IN FOCUS
[CO01] Green Organic Farm Green Organic Farm is a local farm that produces organic fruits and vegetables. Our farm grows organic fruits and vegetables and serves as incubators for young farmers and remain open to visitors interested in sustainable farming in the community.
Farmer Working in the Field
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Visual Standard Guide
Organic Cows in Field
Tom’s of Maine
Organic Tomatoes On Sale
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M A IN FOCUS
[ED02] Healthy Living Magazine Healthy Living Magazine is a quarterly, digital publication designed to promote a healthy and organic lifestyle. Healthy Living Magazine aimed toward people who want a healthier life. We publish essays on a weekly basis, where we write about a healthy lifestyle as a tool to help you be more focused and feel more fulfilled, specializing in topics such as organic foods, natural and organic products.
The Cover of Healthy Living Magazine
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Visual Standard Guide
Couple Using Healthy Living Magazine to Preparing food
Tom’s of Maine
People Reading Healthy Living Magazine
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M A IN FOCUS
[ED01] Purified Yoga Class Purified Yoga Class is creating a welcoming physical space for experts in healthcare, fitness and the healing to support our local community. Purification is the of all the yoga practices in our class. Through our yoga class, the body and the mind become cleansed.
Back View Of Yoga Instructor That Showing New Pose
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Visual Standard Guide
Special Peer-Support Group
Tom’s of Maine
Practice Outside and Practice Naturally
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M A IN FOCUS
[EX02] Green Stay Green Stay is an organic hotel in the bay area. It is on 100% certified organic quality. An institution with transparent organic seals and high organic standards. From certified food and regional purchasing, through green electricity, natural cosmetics and recycled paper in the non-food sector to regular quality controls.
Minimalist Decoration of Green Stay
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Visual Standard Guide
Organic Breakfast Available in Green Stay
Tom’s of Maine
Simple Look Hotel Products
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M A IN FOCUS
[EN01] Green Market Green Market is a local market that sells natural and organic food. Green Market offers a large variety of high-quality local, organic and conventional fresh produce. We cooperate with local farms and make sure the food sold to our customers are fresh, healthy and with producing the minimum pollution to our environment.
The French Yogurt Aisle in Green Market
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Visual Standard Guide
Fresh Organic Vegetables on Shelf In Green Market
Tom’s of Maine
Fresh Organic Fruits on Shelf In Green Market
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M A IN FOCUS
[SE03] Organic Face Treatment Organic Face Treatment is a facial service using organic skincare product. Our Face Treatment is committed to bringing Clean, Safe & Effective result for all skin types. Our Approach is simple, natural, organic and 100% Transparent.
Composition of various objects used for spa treatments
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Visual Standard Guide
Face and Body Skin Care Organic Oil
Tom’s of Maine
Young man having his facial treatment at our store
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SOURCES
Contents https://www.tomsofmaine.com https://www.tomsofmaine.com/products/product-certification https://www.tomsofmaine.com/our-promise/our-mission
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Visual Standard Guide
Phptpgraphy unsplash.com climaterealityproject.org https://www.glassdoor.com/Photos/MOM-s-Organic-Market-Office-Photos-IMG281924.htm https://www.phillyvoice.com/three-new-health-food-businesses-headed-philly/ modernessentialsny.com Phptpgrapher Frederick Tubiermont
bruce mars
Pau Casals
Geert Pieters
Markus Spiske
Teemu Paananen
Phil Hearing
Brooke Lark
Brooke Lark
Emiliano Vittoriosi
Elisa Lala
nrd
Christin Hume
Gian Cescon
John Cameron Samuel Foster Joanie Simon Stijn te Strake Rima Kruciene
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Designed by Yi Tian Printing & Binding: Blurb.com Course: Gr 604 Nature of Identity Instructor: Hunter Wimmer Semester: Spring 2019 School: Academy of Art University
Copyright Š 2019 Yi Tian All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, including photocopy, or any storage and retrieval system, without prior written permission.