Design Manual
Contents Welcome Introduction Who is Hestia? What’s in a name? Mission Statement
Philosophy Our Customer Visual Inspiration
Graphic Standards Logo Specifications Incorrect Usage Typographic Standards Color Usage
Stationery
Hestia Stationery Letterhead Envelope Business Card
Packaging Signature Pattern Ingredient Labels Lid Labels Tag Usage
Promotion Baking Starter Kit Point of Purchase Website Advertisements
Closing Conclusion Contact Information
Welcome
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Happiness is Homemade
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Introduction
Why have a design manual? A design manual provides guidelines for the branding and aesthetic look of the company. It gives an organization its own, unique, look. It makes the brand recognizable to the community as well as its employees. It is important to preserve a consistent identity for the organization and this material is intended to do so. By following this manual the company will increase efficiency and reduce costs. Fall in love with your brand. This design manual is the very core of Hestia’s identity defined, with every decision relating to the look and feel of the company. Every choice was made with care, just like the decisions made in Hestia’s products and the choices that customers will make in the store when viewing Hestia products. When you fall in love with every bit of Hestia, through this manual, customers will too.
Who is Hestia?
A Large scale baking company that sells fine and organic baked goods and ingredients in American home good and health food stores. Hestia appeals to a desire for simple and classic living. The products convey warmth and hospitality with dignity. The ingredients can sit out on the counter top without adding clutter, just adding to the charm of a warm and inviting kitchen. Hestia makes baking easily accessible for a busy lifestyle. Hestia enters this niche market not only with a unique line of baking ingredients but also brownie, bread and cake mixes. These products come in packages that highlight the fine ingredients and ensure that the product will have a handmade and quality taste, as if made from scratch. Hestia also offers recipe kits that allow the buyer to purchase a whole kit of ingredients and cooking ware with recipes that use those ingredients, making baking easier for those who have less time or have a fear of getting started.
What’s in a Name?
hospitality dignity serenity strength warmth
Hestia is the goddess of the hearth and home, she is hospitable, dignified and serene. Greek Goddess of the sacred fire, Hestia was once known as “Chief of the Goddesses” and “Hestia, First and Last”. She was the most influential and widely revered of the Greek goddesses. Her name means “the essence”, the true nature of things. The goddess Hestia grew in grace and beauty and soon caught the attention of the gods Apollo and Poseidon who both sought her hand in marriage. Remaining single, she was perfectly content and fulfilled, being “Aunt Hestia”, and enjoyed being of service to her family and community. She is said to have been handed the keys by Zeus to run the family home of Mount Olympus.
philosophy
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I figured if I was going to make the world a better place, I’d do it with cookies.
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Our Customer
Meet Marie, age 39, a stay at home mother and dedicated wife. A former business woman and college graduate, she knows how to get a job done well and with style. She keeps a home of both class and comfort within reasonable means. While she has the income to support the occasional afternoon of recreational shopping, she appreciates a good deal. She enjoys and finds the time to entertain guests and friends of her children. She has a lot on her plate and her life is a constant juggling act. Like her mother before her, she likes to have baked goods paired with a healthy snack on the table when her kids come home from school.
Life is Hectic.
Hestia Isn’t.
This imagery conveys Hestia’s desire to remove the stress of life, so that customers will enjoy their time spent baking and to positively impact the lifestyle of customers.
graphic standards
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No matter where I serve my guests, they seem to like my kitchen best.
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The Logo
The Hestia logo mark conveys the essence and identity of the company. It is the central figure of the Hestia identity system. These guidelines specify how the logo and its colors are to be used to create a foundation for visual unity, impact and consistency when used in print, broadcast and electronic media.
The Mark
The identity consists of two specifically drawn elements: the logo mark and signature of the brand name. Combining three stalks of wheat into an oval sphere, the mark communicates the act of baking with pure ingredients as creating a healthy product and also bringing people together. The curve of the stalks reinforces a shape that communicates health. Hestia’s logo is specifically designed to identify Hestia Baking Company and is to be maintained on a solid white background.
Logo Specifications
16x
2x 1x 13x
The logo must always be presented in a clear and readable fashion. To enhance the presentation of the logo, it is necessary to keep a minimum distance of respect around all sides of the logo and not too close to other elements. The logo must be presented on a white background. When the Hestia logo is scaled less that .75% the signature is too hard to read. This is, therefore, to be avoided.
Minimum Size and Scaling
100%
50%
80%
30%
Incorrect Usage
Do not stretch any part of the logo.
Do not slant or rotate the logo.
Do not put the logo on a background.
Do not change placement.
• Do not change color of Hestia.
Do not caange any colors in the logo.
Do not separate the logo elements.
Do not replace the typeface of Hestia.
Do not outline the logo.
HESTIA
Typographic Standards
Archer Medium
The signature treatment of the Hestia logo is in Archer. Designed by Hoefler & Fere-Jones for Martha Stewart Living, this slab-serif is personable, straightforward, and credible, while also pretty, hardworking, and frank. To make the typeface direct, but not brusque Hoefler & Fere introduced subtle cues from the world of typewriter faces,
which combine the ordinariness of Antiques with the modern practicality of Geometrics. They successfully designed a font that’s friendly without being silly, and attractive without being flashy. “Sweet but not saccharine, earnest but not grave, Archer is designed to hit just the right notes of forthrightness, credibility, and charm.”
Filosofia Regular
Filosofia Regular is the typeface designated for headings and prominent positions in packaging.
Color Usage
C: 0 M: 75 Y: 75 K: 0 PMS 7417 U
C: 0 M: 27 Y: 76 K: 0 PMS 136 U
C: 100 M: 0 Y: 59 K: 0 PMS Green U
The proper use of this approved color palette is essential in order to provide distinction and consistency to the Hestia brand. The primary color is coral orange (PMS 7417 U). The secondary colors are honey wheat yellow and green with a touch of blue. The coral orange, honey wheat yellow and pleasing green were chosen to be the Hestia color scheme and are all derived from colors that naturally occur in food. Because of this, the mind associates attributes to them. Red tones, especially, evoke hunger in the viewer. We also wanted to coral orange to be soft and slightly feminine without repelling a male audience. Greens and red in food convey freshness while the warm yellow evokes goodness of baked bread and the vitality of nutrient
Stationery
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When Fall arrives I want to bake bread and pies.
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Overview
Hestia’s clean and bright use of type, color, paper and organization give the stationery a both professional and personal correspondence to clients and customers.
555 DRURY LANE SAN DIEGO, CA 92101
Mr. Charles Smith Publix Super Markets 155 Johnny Mercer Blvd Savannah, GA 31410
555 DRURY LANE, SAN DIEGO, CA 92101
Letterhead 2.25”
The Hestia letterhead consists of the logo, placed in the left center margin of the page, hand corner, 4.5” from the top,
4.5”
and the signature pattern for the company in a band across the bottom of the page. The body copy is Gotham Light at 10 pt and tinted at 70% grey. The paragraph format for the body copy is aligned left with 14 pt leading.
555 D RU R Y LA N E , SAN
DIE G O , C A 9 2 10 1
Envelope
2.5”
.25”
The structure of this
The recipient address
Corporate address
envelope is designed
information should
information should be
to fit a standard #10
centered on the
set in 8 pt type, 10 pt
envelope. The flap,
envelope and styled
leading, flush left to
however is designed
in Gotham Regular,
margin .25” from the left
with rounded corners
left justified and in
edge of the envelope.
with the pattern
70% grey. Like the
bleeding to the edge of
body text for the
the flap.
letterhead, the address should be left aligned and 14 pt leading.
Business Card
Hestia’s business cards will be printed full 2”
bleed front and back in the standard 3 1/2 x 2 inch size with rounded corners. The text is set in 8pt Gotham Regular with the name and title set in Gotham Medium, all with 9 pt leading, flush with right margin.
2”
All information begins on a baseline set two inches from the top of the card. Corporate address and 3.5”
personnel information will be uppercase. The back will contain quotes or tips, which are displayed in the division pages of this booklet.
Packaging
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You don’t have to cook fancy masterpieces, just good food from fresh ingredients.
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Signature Pattern
Hestia’s signature pattern is made up of the same oval shape with points that is seen in the logo. Using a pattern was inspired by apron patterns from a popular women’s clothing store that is geared toward the same target audience. Using a pattern supports the idea that Hestia wants customers to be chic but with the domesticity of gradma’s kitchen. The pattern is not to be scaled but should be kept as is.
Ingredient Labels
The signature pattern is used in the ingredient labels in various combinations of the three main colors. The label wraps around the entire bottle with a centered oval that mimics the pattern.
flour
brown sugar
vanilla extract
NET WIT 320 OZ (2LB) 907 g
NET WIT 10 OZ (.75LB)
NET WIT 6 OZ (.25LB)
Lid Labels
Labels will be placed on the lids of the various ingredient jars in the shape of the lid. This is the only time a circle will be used instead of an oval in the packaging labels. Flour is packaged in a thin cotton bag with a linen feel and sewn across the top with the turquoise gree thread.
Tag Usage
Hestia’s logo appears on the cookingware in the form of a print or a tag. On the pictured spatula, the logo mark, apart from the organization name, will be laser printed into the handle. This is the only time the mark will be seen alone. Tags will maintain the oval shape in labels and be attached to items with a plastic tag.
Promotion
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Vegetables are a must on a diet. I suggest carrot cake, zucchini bread, and pumpkin pie.
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Baking Starter Kit
This baking starter kit is intended to be a promotional item to be given at trade shows and as a gift to new stores that will be carrying Hestia goods. It includes most of the nonperishable ingredients and items necessary to cook a bundt cake. Kit Includes: • Bundt Pan • Flour • Brown Sugar • Box of Recipes • Vanilla Extract • Spatula • Whisk
Point of Purchase
Hestia’s will display products in an attractive way in grocery stores,
Happiness is homemade!
showing customers the wide variety of products that the company sells.
Website
Happiness is homemade. HOME
OUR PRODUCTS
RECIPES
IN-STORE Coupons
OUR VALUES
PRESS
on orders $75 or more*
JOIN OUR EMAIL LIST
STORE LOCATOR
GIVE US YOUR FEEDBACK
What’s New
Fresh Ingredients
In Store Coupon
WeGive GiveBack Back We
Download 20% off your purchase of brown sugar and vanilla extract.
Hestia’s website provides on online home for the business and a place for customers to learn more.
Advertisements
Hestia will feature advertisements across a variety of medium, including, but not limited to, posters at bus stops. This is an example of an advertisement, for purposes of placement and feel. The photos in advertisements will fit the ethos of the company and be of high quality. Heading text continues to onlu be in Filosofia but may be italicized, as here. The sub text will be Gotham Medium.
conclusion
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Pure and simple, it doesn’t take much more than that.
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Contact Information
This Design Manual is for the use of Hestia design teams, agencies and our partners. In order to ensure the success and consistency of our visual identity, these standards should be applied everywhere the Hestia logo appears.
For future information regarding the Hestia identity standards or for questions about this manual please contact: T: (341) 567-8976 F: (341) 567-9988 555 Drury Lane San Diego, CA 92101 www.hestiabaking.com bake@hestiabaking.com