LOVE YOUR MELON BRAND GUIDELINES
OUR MISSION
Love Your Melon is an apparel brand dedicated to giving a hat to every child battling cancer as well as supporting nonprofit organizations who lead the fight against pediatric cancer. Fifty percent of profit from the sale of all Love Your Melon products is given to Love Your Melon’s nonprofit partners in the fight against pediatric cancer.
TABLE OF CONTENTS
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VISUAL IDENTITY Logos
7-8
Minimum Sizes
9 - 10
Clear Space
11 - 12
Improper Logo Usage
13 - 14
Additional Brand Elements
15 - 16
Iconography
17 - 18
Web Elements
19 - 20
TYPOGRAPHY GUIDELINES Primary Typeface
23 - 24
Secondary Typeface
25 - 26
COLOR PALETTE Primary and Secondary Colors
29 - 30
IMAGERY GUIDELINES Appropriate Imagery Use
33 - 34
VERBAL IDENTITY Voice
37 - 38
Style
39 - 40
VISUAL IDENTITY
7
LOGOS We have four logos that represent Love Your Melon as a brand. The circular logo and horizontal script logo are preferred, and should be used whenever possible. The circular logo is monochromatic, and can be filled with navy, gray, red or white. The horizontal script logo can be full-color in either navy or gray, or filled with navy, gray or white. Note that the heart can be red only when the rest of the logo is navy. The lym cursive logo is monochromatic, and can be filled with navy, gray or white. The stacked logo is only to be used on and in the development of products.
Love Your Melon Brand Guidelines
8
Circular Logo
Horizontal Script Logo
LYM Cursive Logo
Stacked Logo
Logos
9
MINIMUM SIZES While our logos can be resized to fit different types of collateral, both digital and print, they should never be scaled down below the minimum sizes.
Love Your Melon Brand Guidelines
10
Circular Logo
10mm
Horizontal Script Logo
25mm
LYM Cursive Logo
10mm
Stacked Logo
10mm
Minimum Sizes
11
CLEAR SPACE Our logos should always be placed with an appropriate amount of safe (clear) space around them. No other logos or design elements may invade this space, measured by the height “x� of the respective logo.
Love Your Melon Brand Guidelines
12
Circular Logo
1/4X
X
1/4X
Horizontal Script Logo
1/2X
X 1/2X
LYM Cursive Logo
1/4X
X
1/4X
Stacked Logo
1/4X
X
1/4X
Clear Space
13
IMPROPER LOGO USAGE As a general rule, do not alter, change, amend, or modify any portion, segment, or component of any of the logos unless prior approval is granted.
Love Your Melon Brand Guidelines
14
Do not change any colors of the logo other than the color states that are approved.
Do not stretch, condense or otherwise skew the logo.
Do not blur the logo.
Do not add a drop shadow or 3D effect to the logo.
Do not place over any photograph or background that is busy and prevents clear reading of the logo.
Improper Logo Usage
15
ADDITIONAL BRAND ELEMENTS The following elements can be used to elevate or enhance collateral, but should not be used as standalone representations of the brand. Each of these elements should be used as supplements to a logo, not as replacements.
Love Your Melon Brand Guidelines
16
America Knit
Watermelon
Knit Pattern
LYM Heart
LYM Beanie
Additional Brand Elements
17
ICONOGRAPHY Icons should be simple designs that can exist monochromatically. Any additional icons may be derived from the same simple, flat art with a line style.
Love Your Melon Brand Guidelines
18
!
Iconography
19
WEB ELEMENTS The following elements are to be used in digital settings, including, but not limited to, the website, form builders and the Crew Cave website. When using these elements in print, maintain the proper ratios.
Love Your Melon Brand Guidelines
20
Primary Buttons
Secondary Buttons
ADD TO CART
Font: Montserrat Medium 16px Border Radius: 2px Height: 50px Padding-top: 15px Padding-bottom: 16px Padding-left: 36px Padding-right: 36px
CANCEL
Font: Montserrat Medium 16px Border: 2px, solid Border Radius: 2px Height: 50px Padding-top: 15px Padding-bottom: 16px Padding-left: 36px Padding-right: 36px
Input Field (Active)
Input Field (Completed)
EMAIL ADDRESS
FIRST NAME
Input field (active)
Input field (completed)
Border: 1px, Solid, #FF0019 Border Radius: 2px Font: Montserrat Medium, #4F5858 Fill: #00263D (10%)
Border: 1px, Solid, #4F5858 Border Radius: 2px Font: Montserrat Medium, #4F5858
Input Field (Inactive)
Input Field (Error)
LAST NAME
FIRST NAME
Input field (inactive)
Input field (error) Email address is incorrect.
Border: 1px, Solid, #FF0019 Border Radius: 2px Font: Montserrat Medium, #4F5858 (60%)
Border: 1px, Solid, #FF0019 Border Radius: 2px Font: Montserrat Medium, #FF0019
Web Elements
TYPOGRAPHY GUIDELINES
23
PRIMARY TYPEFACE Our primary typeface is Montserrat. Multiple weights are available for use, and help establish a clear hierarchy and draw the reader’s attention to important content.
Love Your Melon Brand Guidelines
24
Hero Image Titles
LOVE YOUR MELON Font: Montserrat Bold Tracking: 40 All Caps
Titles
LOVE YOUR MELON Font: Montserrat Semibold Tracking: 40 All Caps
Subtitles
LOVE YOUR MELON Font: Montserrat Medium Tracking: 20 All Caps
Alternative Titles
LOVE YOUR MELON Font: Montserrat Regular Tracking: 40 All Caps
LOVE YOUR MELON Font: Montserrat Extra Light Tracking: 40 All Caps
Primary Typeface
25
SECONDARY TYPEFACE Our secondary typeface is Circular Std. It serves as body content and paragraph titles, as it is simple, clean, and provides easy legibility.
Love Your Melon Brand Guidelines
26
Paragraph Titles
Love Your Melon Font: Circular Std Medium Tracking: 10 Leading: 125%
Paragraphs
Love Your Melon is an apparel brand dedicated to giving a hat to every child battling cancer as well as supporting nonprofit organizations who lead the fight against pediatric cancer. Fifty percent of profit from the sale of all Love Your Melon products is given to Love Your Melon’s nonprofit partners in the fight against pediatric cancer. Font: Circular Std Book Tracking: 10 Leading: 166%
Secondary Typeface
COLOR PALETTE
29
PRIMARY AND SECONDARY COLORS The following colors may be used on all Love Your Melon materials. Any other colors should be approved prior to use.
Love Your Melon Brand Guidelines
30
Primary Colors
PMS: 032C CMYK: 0, 80, 75, 03 Hex: #F7323F
PMS: 2965C CMYK: 89, 41, 00, 67 Hex: #093255
PMS: 445C CMYK: 17, 07, 00, 67 Hex: #464E54
CMYK: 0, 0, 0, 4 Hex: #F4F4F4
CMYK: 0, 0, 0, 0 Hex: #FFFFFF
Secondary Colors
CMYK: 0, 0, 0, 12 Hex: #E0E0E0
PMS: 284C CMYK: 53, 25, 0, 11 Hex: #6CACE4
Color Palette
IMAGERY GUIDELINES
33
APPROPRIATE IMAGERY USE Our imagery is a direct reflection of the Love Your Melon brand identity. All images must be consistent with the brand, its voice and its values. Through our imagery, we strive to portray a lifestyle that is relatable, refreshing and positive. All images must: • Maintain the highest standard of quality, resolution and technical proficiency • Be clean and bright, generally using bold colors and rich tones • Portray energy and enthusiasm for the brand and its cause • Respect the subject(s) of the image(s), especially children and their families • Emphasize hope and strength rather than hopelessness or tragedy • Refrain from using children battling cancer in direct correlation with a “Shop Now” button • Portray current products and events, genuine moments and relatable situations
Love Your Melon Brand Guidelines
34
Imagery Guidelines
VERBAL IDENTITY
37
VOICE Our voice is a direct reflection of the Love Your Melon brand identity. All written communication must be consistent with the brand, its voice and its values.
Love Your Melon Brand Guidelines
38
Respectful When discussing pediatric cancer, DO NOT use the following terms or phrases: • “Children with cancer” • “Cancer children” • “Sick children” • “Won/lost his/her battle with cancer” When discussing pediatric cancer, DO use the following terms or phrases: • “Children battling cancer” • “Children fighting cancer” • “Children undergoing cancer treatment” • “Children who received a cancer diagnosis” Uphold every child and family’s dignity. We always ask ourselves: “would the child or family be proud to hear this story about himself/herself?”
Inspirational • Demonstrate passion about what we do • Invoke an emotional response • Uplift and encourage children as strong superheroes • Motivate our audience to make a difference
Authentic • Be genuine and real • Use straightforward, concise, conversational English • Share authentic stories and updates about our products and impact
Upbeat • Emphasize positivity and the hope of pediatric cancer cures and recovery • Communicate in a fun, encouraging, personal manner • Convey enthusiasm for our cause and our products
Voice
39
STYLE All written communication, both internal and external, must use the following parameters for spelling, grammar and capitalization.
Love Your Melon Brand Guidelines
40
Mechanics Use a dollar sign before a monetary amount in numeric form • $4.6 million Do not use a dollar sign when spelling out a monetary amount • One million dollars In list format, do not use end punctuation - if there are two separate thoughts within a bullet point, separate them with a dash
Writing about Love Your Melon When abbreviating, use “LYM” rather than “lym” Capitalize “Love Your Melon,” “Campus Crew Members” and the “Love Your Melon Fund” The word “the” should precede any proper noun in paragraph form The word “give” should always be used in place of “donate” in all past and present forms of the word • Love Your Melon gives/has given 50 percent of profit to nonprofit partners
Grammar • Use Associated Press (AP) style • Avoid slang and acronyms • Use active voice when possible
Style
© LOVE YOUR MELON 2018