BRAND MANUAL
Contents
Pg 3
Letter from the CEO
Pg 4
Manaul Use
Pg 5
Brand History
Pg 6-9
Logo
Pg 10-12
Brand Elements
Pg 13-15
Imagery
Pg 16-18
Packaging
Pg 19-22
Misuse
Pg 23
Contact Info
Letter From the CEO “We take storytelling seriously, as it should be.” Whether it be Cinderella, Snow White, or Jack and the Beanstalk, your first fairytale is an impactful childhood experience that lasts well into adulthood. The magic and wonderment in that moment is one that evokes pure feelings of love, hope, or even terror in some cases. Whatever the case may be, these are all valid feelings that we at Potions Grimm hope to embody with our brand. We take storytelling seriously, as it should be. The senses play an important role in understanding and empathizing with the characters we’ve grown to love. At Potions Grimm, we aim to do this by catering to your olfactory senses with fragrances made specifically to invite and entice. There’s a playfulness in us all that doesn’t deserve to be repressed. Potions Grimm is a brand that we hope awakens this inner youth in a manner that is classically original, amusing, and overall, whimsically wonderful.
Best Regards, M. Alicia Chairman and CEO 3
Manual Use This manual serves a guide for anyone that wishes to produce any works that may include the Potions Grimm brand identity. Customized with consumer experience in mind, we want to be sure that this is respected. Each section is labeled accordingly to ensure that Potions Grimm is represented in a way that is recognizable, classic, and overall, professional.
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Brand History It all started with a vision of classic fantasy.
The concept of Potions Grimm was first thought of by M. Alicia in 2003. An avid lover classic fairy tales and fragrances, M. Alicia wished there was a way to combine the two in a way that was sophisticated but still appealed to the child at heart. It was then that she came up with the name “Potions Grimm”, a combination of two words commonly associated with these stories as well as a play on the word “grim”. This line of fragrances would be custom made to evoke feelings of youth and mystery with each story; something that M. Alicia held dear. Today, the company continues to hold this sentiment in it’s branding and product production through the use of custom illustration and clever descriptions.
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Logo Main Logo The Potions Grimm logo features the brand name surrounded by a decorative, symmetrical border. Each element of the decorative border is specifically placed to create balance and also coordinates with the type.
Type ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
All type featured in the logo is set in the
(Times, Normal)
typefaces ‘Times, Normal’ and ‘Birch’. Tracking has been set so that there is space
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (Birch)
between letters without being too open.
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Logo Variations There are three variations of the logo.
Limited Edition The logo’s horizontal orientation is blocked in by elements from the original logo .
Men’s The decorative border from the original logo is cut in half and the heart symbols are removed for a masculine appearance.
Typographic The product name in the typeface “Birch”, all set on one line.
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Logo Guidelines There are guidelines to follow when using the logo and it’s variations. Do: Use the logo the way it appears in it’s original state
Use the logo in one (1) of the three accepted Potions Grimm colors
Use an approved file or a high quality vector version of the logo
Do Not: Alter the logo in any way, shape, or form
Use any colors that are not the accepted Potions Grimm colors
Use a low quality version of the logo
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Color palette Color plays a huge role in conveying sophistication. Color Swatches C M Y K 30 17 8 5 1
R G B 102 113 126
C M Y K 37 40 74 8
R G B 159 137 8 8
The logo only ever appears in black, white, or the approved Pantone swatches -Cool Gray 11 UP- and -Pantone swatch -8383 C- (supporting type)
Black & White Versions Supporting type in both the limited edition and men’s versions of the logo appear in the approved Pantone swatch -8383 C-) When in black and white, these logos are all one solid color. No part is alternated or grayed out.
White on Black
Black on White
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Branding Elements Specific branding elements are what make a brand strong and recognizable. Potions Grimm implements a strict set of design components that are versatile enough to effectively fit on a range of products.
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Design Components Potions Grimm uses a variety of design components. These elements range from textures to illustrations to shapes pulled straight from the logo. These visual parts are used to keep the overall appearance of the brand constant and cohesive.
Authenticity The goal is to create the most authentic experience possible. This is achieved through thoughtful design and imagery.
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Design components (continued) Textures There are four (4) main textures used throughout the Potions Grimm branding: Dark leather, recycled paper, twine, and cross hatching. These specific textures were chosen and combined for a look that emulated that of old, bound books and stories. Together, they create dimension and depth to the visual appearance of products and packaging.
Filters & Effects There is one (1) edited version of the logo that features a gold foil filter. This effect is seen on the Limited Edition packaging and should not be placed anywhere else, for any reason. DO NOT RECREATE.
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Imagery Only approved illustrated artwork by the Potions Grimm brand may be associated with the logo. Illustrations There is a set of custom illustrations that were created specifically for a use on all Potions Grimm related material. They were drawn to look crosshatched, and left colorless.
No color should ever be added to them. No other illustrations can be used with the logo but these. DO NOT RECREATE.
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Imagery (continued) Vector Images These vector images were pulled directly from the logo. They were also used to create variations of the logo. On their own, they may be used as bullet points or accents.
Restrictions They cannot be combined to create something new, or be altered. This preserves the visual integrity of the brand.
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Imagery (continued) Full-Size Illustrations Full- size illustrations are used for information cards and booklets in packaging. Each illustration is custom made and should never be cropped or colored. There are approved cropped versions that are available for use.
Cropped
Full Size 15
Packaging The nicest gifts are wrapped nicely. All Potions Grimm subscription boxes are designed with the experience of opening a story book in mind. Fragrances are packaged in boxes that resemble books.
Materials Natural, recycled brown paper is used in combination with colored twine for an added Eco-friendly touch.
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Packaging Unique Product Packaging Rather than the traditional perfume spray bottle, glass bottles with corks and applicators are used. The color palette of the entire package is limited with the exception of one (1) color, depending on the story the fragrance is based on.
Logo Application Here, the gold version of both the main logo and the Limited Edition logo are shown in use. The gold adds an element of preciousness to the packaging. This is not applied to regular packaging. It is the only place that the gold versions are seen.
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Packaging Packaging Specifications Note that there is no white paper. The red felt inside is reserved for the Limited Edition package. In regular and sample boxed, the felt interior would be black. Inside, every bottle comes with a small booklet with an abridged version of the story and an illustration. This tag is tied around the bottle with twine.
Labels Labelswere inspired by antique Frenchperfume bottles. Illustrations and a variety of typefaces were used to achieve this .
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Misuse Be sure to follow these guidelines regarding the logo’s application. It’s important that Potions Grimm is presented in a clear and legible fashion. There should be nothing distracting the viewer from seeing and recognizing the brand.
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Misuse Photography In an instance where stock photography must be used, be sure that you follow these guidelines.
Do: Use a photo appropriate to the style of the logo Use a photo that is clear Use a photo that has not been heavily edited
Do Not: Use imagery that looks “staged� Use a photo that is busy and/ or cluttered
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Misuse Incorrect Logo Handling Do Not Alternate colors of the logo. The logo is to remain in one single color at all times. Approved colors cannot be combined.
Add outlines to the logo. The logo should remain solid. This means that it cannot be tinted, either.
Add textures or stroke weights to the logo. It’s unappealing and completely destroys the appearance of the logo.
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Misuse Incorrect Logo Handling (continued) Do Not Remove elements or “simplify� the logo. Separate elements of the logo are available for use.
Stretch or Distort the logo. Lock the selection before scaling.
Use an unapproved color of the logo. Use one of the two (2) approved colors, black, or white.
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Contact Info Questions? Contact a representative if there are any questions concerning the guidelines outlined in this branding manual.
555- 555-555 www.potionsgrimm.com
Mailing For mailing purposes, our address is:
22-55 Estate Nadir St Thomas, VI
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