BRAND STANDARDS MANUAL VERSION 1.0 © Madeline Hamic Spring 2020
Brand Identity Design
Associate Professor
ART 323 ST1
Jane Dorn
SEZZA BRAND STANDARDS
TABLE OF CONTENTS
1.0 STRATEGY
2.0 LOGO
3.0 TYPOGRAPHY
4.0 TOUCHPOINTS
1.1 Introduction
2.1 Logo
3.1 Typefaces
4.1 Products
1.2 Purpose
2.2 Lockups
3.2 Hierarchy
4.2 Ephemera
1.3 Culture
2.3 Clearspace
3.3 Grayscale
4.3 Digital
2.4 Colors
4.4 Credits
2.5 Imagery 2.6 Integrities
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SEZZA BRAND STANDARDS
1.0 STRATEGY 1.1 INTRODUCTION 1.2 PURPOSE 1.3 CULTURE
SEZZA BRAND STANDARDS
1.1 INTRODUCTION SINCE 1981 We are a sparkling water company that has revolutionized our market over the past forty years, combining youthfulness and vibrancy to appeal to a variety of demographics. Sezza provides millennials and Gen Z young adults with an affordable and approachable alternative to sugary sodas with several flavors of our sparkling water. We accomplish this by using allnatural ingredients, a personal marketing experience, and a reliably low price.
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SEZZA BRAND STANDARDS
1.2 PURPOSE STANDARDS PURPOSE The purpose of this document is to help us work to establish consistent communications that build Sezza’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one unified voice. Questions should be directed by email to the Sezza Corporate Office at marketing@sezza.com.
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SEZZA BRAND STANDARDS
1.3 CULTURE MISSION
VISION
VALUES
We provide a healthy alternative to sugary sodas at an affordable price, packaged with a vibrant experience. We believe that sparkling water should be an enjoyable feeling that appeals to all. This relates to the most memorable aspect of our drinks, the fizziness of the carbonation.
Sezza seeks to create a personal, enjoyable experience for young adults who are more inclined to be social media users and health enthusiasts. With a combination of allnatural ingredients and vibrant packaging, our goal is to bring healthy smiles to all who taste the fizz of Sezza sparkling water.
We value health, which is shown in Sezza sparkling water’s lack of sodium, sweeteners and calories. The drink is also vegan, kosher, gluten-free, and non-GMO, upholding a very wide variety of dietary restrictions. We maintain affordable pricing so everyone can have a chance to enjoy the experience.
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SEZZA BRAND STANDARDS
2.0 LOGO 2.1 LOGO
2.5 COLOR
2.2 LOCKUPS
2.5 IMAGERY
2.3 CLEARSPACE
2.6 INTEGRITIES
SEZZA BRAND STANDARDS
2.1 LOGO
WORDMARK & SYMBOL Sezza’s logo is comprised of two elements, the wordmark and symbol. They may be implemented individually or combined in a horizontal lockup.
Wordmark
Symbol
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SEZZA BRAND STANDARDS
2.2 LOCKUPS HORIZONTAL + TAGLINE Sezza’s logo may be used in two versions of horizontal lockups, with or without the tagline, in order to accommodate different uses and layouts.
Horizontal
Horizontal + Tagline
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SEZZA BRAND STANDARDS
2.2 LOCKUPS MINIMUM SIZE In order to retain legibility across all branded materials, the logo must be displayed at a minimum of these sizes.
0.7”
0.4”
0.4”
0.25”
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SEZZA BRAND STANDARDS
2.3 CLEARSPACE WORDMARK & BRANDMARK Maintain the designated clearspace around each element of the logo. This is to ensure consistent legibility and spacing. The width of the base of the letter Z in Sezza is used to designate the clearspace around the wordmark, known as x. The spacing in between the characters of the wordmark is designated by the height of the crossbars of the E and A, represented by the letter y. The clearspace of the symbol is designated by the width of its smallest component, rotated to utilize the full width. This is represented by a.
y x
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SEZZA BRAND STANDARDS
2.3 CLEARSPACE HORIZONTAL LOCKUP The horizontal lockups utilize the same spacing increments as the wordmark, using the width of the base of Z to set the outside spacing. The spacing around the wordmark of the symbol and tagline is determined by the height of y plus 0.25 of the height to equal 1.25, represented by z.
z
y x 1.00 = y
1.25 = z 15
SEZZA BRAND STANDARDS
2.4 COLOR WORDMARK COLORS
To maintain consistency across all branding materials, it is integral to use the following specified colors for logo usage. The wordmark may be used in the blue color on light backgrounds, while it must be used in white on dark backgrounds and when it is overlaid on photos. These colors may also be used when using the symbol.
Pantone: 2182 C RGB: 41 88 147 HEX: 295893 CMYK: 92 71 16 2
Pantone: None RGB: 255 255 255 HEX: ffffff CMYK: 0 0 0 0
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SEZZA BRAND STANDARDS
2.4 COLOR
SYMBOL & BRAND COLORS The following colors may be used for both the symbol and collateral material to evoke vibrancy, liveliness and energy.
Pantone: 106 C RGB: 249 229 70 HEX: f9e546 CMYK: 4 4 84 0
Pantone: 169 C RGB: 248 177 170 HEX: f8b1aa CMYK: 0 37 24 0
Pantone: 319 C RGB: 0 217 226 HEX: 00d9e3 CMYK: 62 0 18 0
Pantone: 353 C RGB: 123 217 160 HEX: 7bd9a0 CMYK: 50 0 50 0 17
SEZZA BRAND STANDARDS
2.4 COLOR
SECONDARY BRAND COLORS These colors are specifically reserved for use in background colors of digital touchpoints such as the website, email campaigns, and the app.
Pantone: P 4-1 C RGB: 253 239 210 HEX: fdefd2 CMYK: 1 14 18 0
Pantone: 656 C RGB: 222 229 239 HEX: dee5ef CMYK: 11 6 2 0
Pantone: 9286 C RGB: 252 227 223 HEX: fce3df CMYK: 0 12 8 0
Pantone: 636 C RGB: 240 240 240 HEX: f0f0f0 CMYK: 4 3 3 0
Pantone: 649 C RGB: 221 245 249 HEX: ddf5f9 CMYK: 11 0 2 0
Pantone: 621 C RGB: 208 241 222 HEX: d0f1de CMYK: 18 0 16 0 18
SEZZA BRAND STANDARDS
2.4 COLOR
ONE COLOR APPLICATIONS When displaying the logo in one color it must only use the designated blue and white hues. When placed on the brand colors, the logo must be white. On white backgrounds the logo should be the specified blue hue.
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SEZZA BRAND STANDARDS
2.4 COLOR
SYMBOL COLOR APPLICATIONS To increase the vivacity and energy of the brand, the colors of the symbol are able to be combined in the following options. Contrast must always be considered to ensure clear legibility. As a result, some of the combinations are not to be used, as shown in the crossed-out sections.
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SEZZA BRAND STANDARDS
2.4 COLOR
COMBINED COLOR APPLICATIONS The horizontal lockups may utilize the designated symbol color options to create an eye-catching combination of colors. When the tagline is used in this instance, it must be the color of the symbol.
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SEZZA BRAND STANDARDS
2.4 COLOR GRAYSCALE
At times the logo must be displayed in grayscale. Implement these strategies to use the correct color applications.
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SEZZA BRAND STANDARDS
2.5 IMAGERY CONTRAST When placing the logo over an image, it must be shown in white to increase contrast. Images must not have a high variation of values so that parts of the logo do not blend into the image.
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SEZZA BRAND STANDARDS
2.5 IMAGERY BACKGROUND IMAGES Because the the bottom edge of the symbol is a focal point, place over the dark parts of images that have varied values. Photos with a large space of solid color work best, providing consistent contrast to all parts of the logo.
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SEZZA BRAND STANDARDS
2.6 INTEGRITIES REFRAIN FROM ALL EFFECTS It is paramount to keep the logo how it has been specified in order to create brand consistency. Each of these examples of rules help reinforce that standard.
Do not reflect.
Do not apply unspecified colors.
Do not stretch.
Do not change the order of the logo.
Do not apply effects.
SEZZA
Do not use a different typeface.
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SEZZA BRAND STANDARDS
2.6 INTEGRITIES BACKGROUND IMAGES Refrain from using busy imagery behind the logo. This takes away from its legibility. Placing the logo over faces undermines the importance of our customers, so it is crucial to make certain that all faces are clear.
Do not place logo over a busy photo.
Do not place logo over faces.
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SEZZA BRAND STANDARDS
2.6 INTEGRITIES BACKGROUND IMAGES Maintain these standards, and the rest of branding will fall into place. Do not apply the logo to a background that is not one of the specified colors or reduce the opacity.
Do not lower the opacity.
Do not place over an unspecified color.
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SEZZA BRAND STANDARDS
3.0 T YPOGRAPHY 3.1 TYPEFACES 3.2 HIERARCHY 3.3 GRAYSCALE
SEZZA BRAND STANDARDS
3.1 T YPEFACES BRANDON GROTESQUE
BRANDON GROTESQUE BOLD
This typeface is to be used in all collateral material as the primary typeface. The bold and light versions are the weights of the typeface that are to be used most often. The other weights may be used as well.
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 $ & 1 2 3 4 5 6 7 8 9 (.,”;:!?) BRANDON GROTESQUE 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 $ & 1 2 3 4 5 6 7 8 9 (.,”;:!?) 29
SEZZA BRAND STANDARDS
3.1 T YPEFACES SEZZA SANS This is a custom typeface developed specifically for the logo. It can be used for display text, large headlines, web applications and advertisements. SCALE To maximize the negative space within the characters for legibility, Sezza Sans should be always be used in large scale in comparison to the pairing of subheaders and body copy in Brandon Grotesque.
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SEZZA BRAND STANDARDS
3.2 HIERARCHY SCALE Because the scale of type varies by medium, it is important to designate that the subheader and body copy are to be roughly half of the size of the header. CASE All headlines and subheaders are set in all caps. Body copy must be in sentence case. HYPHENATION Hyphenation at the end of paragraphs should never be used.
HEADLINE
SUBHEADER EXAMPLE TEXT Body Copy example text. onsrum fug. inti il moditempe nate com, aditiiscimi, imillaborror autatius, to qui cusanuntiu voluptaeped ea con nam dolut aceprat pariostrum cus, sus nonsequas endeser doluptiur simod qui voluptisqui con rae nectatus est eossed uloria sam nistiure velignatur, eossimus dolenisque nectu mosto verum doluptae.
SPACING The leading between the body copy and the subheader should be twice as much as the leading in between the headline and subheader.
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SEZZA BRAND STANDARDS
3.3 GRAYSCALE COLOR Use black for the headlines and body copy in grayscale. Subheaders use the specified gray color. Headlines and subheaders may be set in the brand colors. When this occurs, body copy must be white or black.
Headlines & Subheaders Pantone: Black 6 C RGB: 0 0 0 HEX: 000000 CMYK: 0 0 0 100
Body Copy Pantone: 447 C RGB: 47 48 49 HEX: 2f3031 CMYK: 71 64 62 60
Italics Pantone: 422 C RGB: 152 152 153 HEX: 989899 CMYK: 43 35 35 1
Pantone: None RGB: 255 255 255 HEX: ffffff CMYK: 0 0 0 0 32
SEZZA BRAND STANDARDS
4.0 TOUCHPOINTS 4.1 PRODUCTS 4.2 EPHEMERA 4.3 DIGITAL 4.4 CREDITS
SEZZA BRAND STANDARDS
4.4 CREDITS SOURCES Behance.net Freepik.com -zlatko_plamenov Graphicsegg.com Graphicpear.com Marinad.com Mockup-plus.com Mockupworldhq.com Pixeden.com Unblast.com Unsplash.com
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