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BRAND STANDARDS
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Copyright Š 2O18 Laura Angle All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations. First published 2O18. Origummy Headquarters 6OO Montgomery St, San Francisco, CA 94111 www.origummy.com
CONTENTS
O1 BRAND PILLARS CORE VALUES
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WHAT WE ARE & WHAT WE AREN’T
9
O2 IDENTITY PRIMARY LOGO APPLICATION
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CLEAR SPACE & MINIMUM SIZE
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SECONDARY LOGO APPLICATION
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INCORRECT LOGO USAGE
17
O3 COLOR PALETTE COLOR HIERARCHY
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O4 TYPOGRAPHY PRIMARY DISPLAY
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SUBHEAD & BODY COPY
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TRACKING & LEADING
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O5 DIGITAL GUIDELINES WEB & MOBILE
31
O6 PRINT GUIDELINES BUSINESS CARDS
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LETTERHEAD
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ENVELOPE
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O7 MERCH & EXTRAS STICKERS
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BEANIE
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CANVAS BAG
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7
O1
BRAND PILLARS
It’s all about creating a fun, fresh, and undeniably wholesome experience for each customer.
BRAND STANDARDS
O1 BRAND PILLARS
CREATIVITY. ENERGY. OPTIMISM.
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This is what we believe in. Our core values guide the way we write and speak, what we say, and how we say it. They’re our culture, spirit, and personality, always guiding the way we interact with each and every customer.
ORIGUMMY IS
ORIGUMMY ISN’T
PLAYFUL
CHEESY
Our lighthearted nature consistently brings a smile to people’s faces, just like candy should do.
A tribute to Japanese culture, Origummy reflects the beauty of origami, and should not disrespect it.
INNOVATIVE
FUTURISTIC
As a pioneer, Origummy constantly works to reinvent the current and future standards of candy creation.
Rooted in and reflective of a history and culture, Origummy products are never just the next new trend.
FRESH
STAGNANT
Constantly reimagining tradition, we approach everything with open eyes and a modern mindset.
Culture, by nature, shifts and changes with over time. We aim to always push the boundaries of the status quo.
INSPIRED
RESERVED
Built around clever innovation, Origummy strives for inspired excellence in all it does.
Excellence cannot prosper with timidness. We must be bold and efficient in all we do.
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O2
IDENTITY
Constantly working to merge tradition and modernity, Origummy is a reflection of the people who experience and connect to our brand.
BRAND STANDARDS
O2 IDENTITY
PRIMARY & SECONDARY LOGO APPLICATION
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While the vertical lockup is ideal, it is not suitable for all applications. The horizontal lockup should be used only where necessary, such as with digital assets, book spines, and small merchandise items.
PRIMARY LOGO
PRIMARY LOGO - INVERSE
HORIZONTAL LOGO
HORIZONTAL LOGO - INVERSE
BRAND STANDARDS
O2 IDENTITY
When a logo is unidentifiable due to improper placement and sizing, it is no longer a useful asset to our brand. In order to preserve and protect our visual identity, the below clear space and minimum size specifications should always be followed.
CLEAR SPACE
MINIMUM SIZE
The space designated serves as a guide wherein no other object should infringe.
In order to protect the smaller details of the logo, it should never be produced smaller than the dimensions specified below.
1.5�
0.4�
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Most often the logo will be presented in its primary form, but can be adapted, in both its vertical and horizontal lockups and with the icon alone, to function on any of the three colored backgrounds presented below.
SECONDARY LOGO APPLICATIONS
BRAND STANDARDS
O2 IDENTITY
INCORRECT LOGO USAGE
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Our logo is our calling card. It serves as the main visual identifier of the brand and should not be stretched, flipped, or otherwise distorted in any way. Below is only a sampling of incorrent uses. In order to protect the brand, the guidelines listed.
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O3
COLOR PALETTE Essential to Origummy’s identity, our colors are a reflection of our spirit and tencacity.
BRAND STANDARDS
O3 COLOR PALETTE
COLOR HIERARCHY
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The palette consists of four main colors. While simple in scope, collectively, they work to reflect Origummy’s vibrant approach to life and should be utilized across all mesaging mediums at all times.
PRIMARY COLOR
BODY COPY COLOR
Pink is used for headlines
Black should only be used for text.
P62-8 U
TRUE BLACK
CMYK
CMYK
0, 100, 51, 0
0, 0, 0, 100
RGB
RGB
237, 20,90
0, 0, 0
#ed145a
#000000
SECONDARY COLORS Blue and green can be used interchangeably for extractables and merchandise P115-7 U
P157-8 U
CMYK
CMYK
83, 0, 0, 0
48, 0, 100, 0
RGB
RGB
0, 183, 241
146, 200, 62
#00b7f1
#92c83e
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O4
TYPOGRAPHY
Through consistency across all messages and branding, we are able to establish a stronger visual identity, and a more cohesive and powerful brand.
BRAND STANDARDS
O4 TYPOGRAPHY
PRIMARY DISPLAY, SUBHEADS & BODY COPY
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An essential component of our visual identity, these typefaces work cohesively to form a major component of our brand identity. They should be used in all materials to maintain consistency in our messaging and branding. All typefaces can be downloaded on googlefonts.com
PRIMARY DISPLAY DOSIS EXTRABOLD - Headlines should always be big and in uppercase, reflecting the brand’s confidence and distinctively bold style.
ABCDEFGHIJKLM NOPQRSTUVWXYZ 123456789O !?()@#$%^&*
BRAND STANDARDS
O4 TYPOGRAPHY
SUBHEADS DOSIS SEMIBOLD - Subheads should be short and personable, reflective of our commitment to the user experience.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789O !?()@#$%^&* BODY COPY OPEN SANS REGULAR - Finishing off the typographic elements of the brand, body copy should always appear in open sans regular.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?()@#$%^&*
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Proper letter spacing and line spacing are crucial to readability. Below are the recommended settings for tracking and leading.
TRACKING & LEADING The following guidelines are just that, guidelines. It is strongly recommended to not deviate from the below specificaitons, but every circumstance is different and may require a different approach.
TOO LITTLE TRACKING
SUITABLE TRACKING
TOO MUCH TRACKING
TOO LITTLE LEADING
SUITABLE LEADING
TOO MUCH LEADING
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O5
DIGITAL GUIDELINES In this digital age, our online platforms are what differentiate us.
BRAND STANDARDS
O5 DIGITAL GUIDELINES
WEB & MOBILE
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Avaialble both through web and mobile applications, origummy.com should not only encompass the brand guidelines, but elevate them to reflect the growing media age.
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O6
PRINT GUIDELINES While printed pieces are as old as time, their classic and trusted nature still help us reach new customers on a daily basis.
BRAND STANDARDS
O6 PRINT GUIDELINES
BUSINESS CARDS, LETTERHEAD & ENVELOPE
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Our brand is our voice. Any form of communication should remain consistent with our visual style and language. While all stationary should always appear on a predominantly white background, any additional printed material can appear on either a predominantly white or pink background.
BUSINESS CARDS Functioning as a series, the business cards appear in all three corporate colors. 1.5”
1”
.15”
3.5” NAME Dosis Bold, 12 pt CONTACT Dosis Medium, 10 pt
2”
BRAND STANDARDS
O6 PRINT GUIDELINES
LETTERHEAD All corportate communication should 8.5”
CONTACT Dosis Medium, 12 pt.
4”
BODY COPY Dosis Medium, 12 pt. 11”
.5” .28”
3”
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ENVELOPE This is what we believe in. These five core values embody Origummy’s culture, spirit, and dedication to CONTACT Dosis Bold, 11 pt.
9.5” Laura Angle 215 University Place Syracuse, NY 1321O
Electrical Engineer FOREVER USA
Edith
Clarke
4.25”
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O7
MERCH AND EXTRAS Everyone loves some quality merchandise, and ours help Origummy bring joy to new people each and every day.
BRAND STANDARDS
O7 MERCH & EXTRAS
STICKERS, BEANIES & BAGS
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Establishing a strong and consistent first impression is very important in reflecting a cohesive brand. Through effective merchandising, Origummy can not only expand its customer base, but further emphasis the brand values we hold so dear.
STICKERS This is what we believe in. These five core values embody Origummy’s culture, spirit, and dedication to
BRAND STANDARDS
O7 MERCH & EXTRAS
BEANIE
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CANVAS BAG
Questions or Concerns?
Please contact Laura Angle, at langle@origummy. com, with any questions regarding the materials covered in this brand manual.
Acquisition
The logos, of cial product photographs, and color palette are all located on our website at buckwilde. ie/brand-standards