the library
The library Brand Guide
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Contents Dear Designer company overview concept summary brand positioning target audience mood board initial sketches logo evolution primary logo alternate logos color visual voice typography printed collateral desktop website bus mock-up uniform package design THE LIBRARY | 3
dear designer Put this brand book on your personal shelf. Read the pages. Follow the guidelines to protect the integrity and visual identity of the mobile business, The Library. COMPANY OVERVIEW
hesperios, autumn hruby THE LIBRARY THE LIBRARY |5 |5
CONCEPT SUMMARY The Library resides in a different pocket of Phoenix each week day. We charge a monthly membership fee of $15 to be apart of our community. The business will also give 10% of it’s profits to Literacy for Incarcerated Teens.
COMPANY OVERVIEW The Library is a mobile library that is located in Phoenix, Arizona. It is a highly-curated, art-focused business that only carries women authors. We see The Library as a place for the modern woman to join and find inspiration, community, and support.
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brand positioning The Library is a convenient, modern take on a traditional Library. By bringing the business to your neighborhood, you are free to come on your own time. Our customers will find higher valued books & print collateral to inspire them in the arts and daily life. THE LIBRARY | 8
target audience
YOUNG CREATIVE AGE: 22–35 FAMILY: SINGLE EDU: SOME COLLEGE INCOME: 40K
STRIVING MOTHER AGE: 35–55 FAMILY: MARRIED / KIDS EDU: COLLEGE / MASTERS INCOME: 70 – 140K
WILD & FREE NANA AGE: 55–80 FAMILY: KIDS ARE GROWN EDU: RETIRED INCOME: SAVINGS
Drives an old Subaru. Listens to obscure Indie music. Listens to Julia Jacklin. Keeps up with trends in culture and style. Very involved in the arts and cares deeply about supporting other women.
Comes in after early morning runs. Spends money & has disposable income. Drinks cold brew to start the day. Visits The Library to find self-improvement, peace and an escape from the busyness of life.
Drives a restored Bronco. Loves Fleetwood Mac. Moved to Phoenix to puruse a career in the arts. Wears a lot of turquoise jewelry. Asks you about your past lovers. Hosted dinners with Frida Khalo.
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BRAND VALUES
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untitled, daria kobayashi ritch THE LIBRARY | 11
process The Library evolved to represent a timeless, classic brand. Through many iterations and ideas, the final deliverable depicts the importance of women-lead businesses. design strategy
mOOD BOARD
NOW PLAYING Uncantena Sylvan Esso
Slow Wake Up Sunday Morning Mountain Man
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logo evolution SKETCHES
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logo evolution DIGITAL
THE LIBR A
RY 2019 B
RO
OK
LYN, NY
the library
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PRIMARY LOGO The primary logo incorporates The Library’s values & aesthetic. We wanted the woman to be non-ethnic, inclusive, and sophisticated. The tagline references the importance of women supporting women. THE LIBRARY THE LIBRARY | 17 | 17
logo without tagline
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alternate logo
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assets Use these internally and externally to strengthen brand presence. These icons should be used extensively in print materials and packaging for products. THE LIBRARY | 20
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dos poemas, martina matencio
color Palette
NIGHT SKY
RED ROCKS
GREEN MOSS
DESERT SAND
PMS: 419 C CMYK: 68/65/71/78
PMS: 7593 C CMYK: 25/82/95/18
PMS: 2328 C CMYK: 42/49/95/18
PMS: 7521 C CMYK: 25/33/50/0
WEB HEX: 1f1c16 RGB: 31/28/22
WEB HEX: a34529 RGB: 163/69/41
WEB HEX: 856e47 RGB: 133/110/71
WEB HEX: c2a685 RGB: 194/166/133
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typeface
TITLES 56th street abcdefghijklmnopqrstuvwxyz
SECONDARY MONTSERRAT 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
BODY TEXT News Text 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
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“Hope is the thing with feathers That perches in the soul, And sings the tune without the words, And never stops at all,
And sweetest in the gale is heard; And sore must be the storm That could abash the little bird That kept so many warm.
I’ve heard it in the chilliest land And on the strangest sea; Yet, never, in extremity, It asked a crumb of me.”
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collateral Following are examples of where the brand lives and breathes. The Library should carry consistent voice and visuals across print and digital mediums. APPLICATION OF BRAND
business cards
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letterhead & Post card
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desktop website
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bus mock-up
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package design
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uniform
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