GRAPHIC STANDARD
TABLE OF CONTENTS
Introduction................................................................3 Logo Usage................................................................4 Typography..............................................................9 Business System.......................................................10 Packaging..............................................................13 Marketing Applications.............................................15
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INTRODUCTION
MISSION JUICED is a food company specializing in creating healthy, affordable juice drinks that are easily accessible to all demographics. Fresh squeezed fruit and vegetable juices are time-consuming to make and expensive to buy. By dehydrating fresh fruit and vegetable juices and using simple, eco-friendly packaging, Fresh squeezed fruit and vegetable juice can be available on-the-go, at a low cost, and customers can mix and match their favorite flavors. JUICED is fresh for you. The target audience is young adults, early career men and women, and students. Busy people who want to be healthy, while not spending too much money will love JUICED.
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LOGO USAGE FRESH
JUICED
FRESH
When using the JUICED logo, ensure that the minimum amount of space is used surrounding the logo. The height of the word fresh is the minimum amount of space that needs to surround the logo. The splashes on the logo are not to be altered, or removed.
FRESH FOR YOU
When the logo is smaller than 2 inches wide, the tagline “Fresh for you,” will be removed. It should also be noted that the logo is not in a square format, but is a horizontal rectangle. When the logo’s width is 1 inch, the height will be .75 inches.
FRESH 1inch
In some instances, JUICED corporate may use just the type “JUICED” without the splash. The splash must be included on all packaging and goods for the public. In some occasions the logo may be used without type (see sticker in business system). Inversed logos are also allowed.
0.75 inch
JUICED
APPROPRIATE USE
JUICED FRESH FOR YOU
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FRESH
DIMENSIONS
JUICED
LOGO USAGE INAPPROPRIATE USES
JUICED F R E S H
F O R
Y O U
JUICED FRES
R H FO
YOU
FRESH FOR YOU
JUICED
JUICED FRESH FOR YOU
Do not: Stretch the logo or type; Add outlines to text or image; Change the colors outside of the color scheme; Delete or alter “splashes”; Alter the type; Rotate image.
JUICED JUICED FRESH FOR YOU
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LOGO USAGE
PRIMARY COLORS
Apple
PANTONE P 55-6 U
The primary color used for the JUICED corporation is Pantone P 55-6 U, used in combination with white. The primary color for JUICED (Pantone P 55-6 U) is also the color for the apple juice flavor.
CMYK
HEX/RGB
C: 0 M: 79 Y:59 K: 0
HEX: # f05d5c R: 241 G: 93 B: 93
CMYK
HEX/RGB
C: 0 M: 0 Y:0 K: 0
HEX: # ffffff R: 255 G: 255 B: 255
White
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LOGO USAGE Orange
Mango
Pomegranate
PANTONE P 20-6 U 2 CMYK
HEX/RGB
C: 0 M: 38 Y: 76 K: 0
HEX: # faaa53 R: 250 G: 170 B: 83
SECONDARY COLORS: FRUITS The secondary colors were created with specific JUICED flavors in mind. These colors will be used in packaging to differentiate the flavors clearly. The same color scheme is applied to internal operations within JUICED corporations. In house department colors are as follows:
PANTONE P 7-7 U CMYK
HEX/RGB
C: 0 M: 15 Y: 81 K: 0
HEX: # ffe342 R: 225 G: 227 B: 66
CMYK
HEX/RGB
C: 0 M: 73 Y: 24 K: 7
HEX: # e06381 R: 224 G: 99 B: 129
Orange: executives Mango: communications Pomegranate: sales Spinach: development Carrots: design
PANTONE P 68-13 U
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LOGO USAGE Spinach
PANTONE P 145-6 U
SECONDARY COLORS: VEGETABLES The following secondary colors are for the vegetable juice flavors: spinach, beat, carrot, and kale.
Beat
Carrot
Kale
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CMYK
HEX/RGB
C: 69 M: 0 Y: 78 K: 0
HEX: #4db96c R: 77 G: 185 B: 108
CMYK
HEX/RGB
C: 12 M: 91 Y: 0 K: 31
HEX: #9e246f R: 158 G: 36 B: 111
CMYK
HEX/RGB
C: 0 M: 75 Y: 98 K: 0
HEX: #f16524 R: 241 G: 101 B: 36
CMYK
HEX/RGB
C: 87 M: 0 Y: 81 K: 42
HEX: #158157 R: 21 G: 129 B: 87
PANTONE P 81-15 U
PANTONE P 34-8 U
PANTONE P 141-7 U
TYPOGRAPHY
DIN Condensed Bold
ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz 0123456789!?@#$%^&*+;;,.
DIN Condensed Bold is the main typeface used for the JUICED logo. All headers and subheaders also use this typeface. Typically the smallest the type should be used at is 16 pt. Headlines will most often be all-caps.
Helvetica Light ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz 0123456789!?@#$%^&*+;;,.
Helvetica Light is the body type for the JUICED Corporation. Helvetica is used exclusively as a body type, and is not ever used for headers. It is generally used at 10 pt.
JUICED JUICED should always be written in all caps (uppercase).
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BUSINESS SYSTEM
LETTERHEAD The letterhead is very simple. The logo is approximately 1.5 inches with the tagline removed. The tagline is situated above the company address and contact information. The back of the letterhead is a solid color; currently it is the main business color (apple). But for in-house communication, each department should use their own department color for memos.
JUICED
FRESH FOR YOU 555 Apple Lane | Davis, CA 95616 | (530) 555-5555 | meghanjordan@juiced.com | juiced.com
Sally Johnson & Co. 1234 Orange Tree Ct Davis, CA 95616 To Whom It May Concerm: This is a random sample letter. I was excited to see your opening for a customer service rep, and I hope to be invited for an interview. My background includes serving as a customer service associate within both call-center and retail environments. Most recently, I worked on the customer service desk for Discount-Mart, where my responsibilities included handling customer merchandise returns, issuing refunds/store credits, flagging damaged merchandise for shipment back to vendors and providing back-up cashiering during busy periods. Previously, I worked within two high-volume customer-support call centers for a major telecommunications carrier and a satellite television services provider. In these positions, I demonstrated the ability to resolve a variety of issues and complaints (such as billing disputes, service interruptions or cutoffs, repair technician delays/no-shows and equipment malfunctions). I consistently met my call-volume goals, handling an average of 56 to 60 calls per day. In addition to this experience, I gained considerable customer service skills during my part-time employment as a waitress and restaurant hostess while in high school. I also bring to the table strong computer proficiencies in MS Word, MS Excel and CRM database applications and a year of college (business major). Please see the accompanying resume for details of my experience and education.
Sincerely, Meghan Jordan
JUICED FRESH FOR YOU
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BUSINESS SYSTEM
ENVELOPES The envelope is #10 standard sized. The front of the envelope includes the normal JUICED logo on the left hand side, below the return address. The back of the envelope will have a sticker of the JUICED logo image (no type). The inside of the envelope will be the apple color.
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BUSINESS SYSTEM
BUSINESS CARDS The business cards show the logo on the front, and the logo inversed on the back with the information inside. Business cards can be produced in the secondary colors as well.
JUICED FRESH FOR YOU
MEGHAN JORDAN Chief Executive Officer meghanjordan@juiced.com (530) 555-5555 | juiced.com 555 Apple Lane | Davis CA
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PACKAGING 3 inches
CONSTRUCTION The JUICED product will be packaged in eco-friendly materials and will be easy to use. Eight different sections will be placed together in the shape of an octagon. Each of the eight sections will be a different flavor. The original set will consist of 4 fruit juices (apple, orange, mango, pomegranate) and 4 vegetables (kale, spinach, beat, carrot). As the company develops, themed sets are a possibility. 5 inches
The 8 sections will be held together with removable, water proof glue tabs, inspired by natural blue-mussel adhesive. The logo will be wrapped around the packaging to bring the 8 pieces together.
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PACKAGING 1.178 inches
1.5 inches
INDIVIDUAL SECTIONS
1.5 inches
5 inches
Each of the eight sections will be identical in size. They will fold into large triangles. The top of each section will open to pour the dehydrated juice.
1.178 0.5 inch
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MARKETING APPLICATIONS
SHIPPING JUICED products will be shipped in custom semi-trucks with a large version of the logo on the side. The logo will splash right off the truck. JUICED primary colors will be used exclusively.
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MARKETING APPLICATIONS JUICE BOTTLE Juice bottles will be available for purchase in each of the primary and secondary colors, as well as neutral. Pictured at the right is the pomegranate version. The back of the water bottle will have light lines showing serving sizes.
TOTE BAG Tote bags will also be available to be purchased in each of the primary and secondary colors, along with the neutral shade pictured at the right. Both the reusable bottles and tote bags will promote recycling and decrease waste.
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MARKETING APPLICATIONS
T-SHIRT Basic t-shirts will be produced sporting the JUICED logo for purchase. They shirts will be short sleeved and come in every JUICED primary and secondary color.
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MARKETING APPLICATIONS
WEBSITE The website colors will mostly consist of the JUICED primary color scheme, with secondary colors as accents. The website can be used to learn more about JUICED, view and purchase products, learn about nutritional information, and more. There will be customer polls each month looking for new flavors or new flavor combinations.
JUICED FRESH FOR YOU
ABOUT US PRODUCTS SHOP NOW NUTRITION
THE MISSION Juiced is a food company specializing in creating healthy, affordable juice drinks that are easily accessible to all demographics. Fresh squeezed fruit and vegetable juices are time-consuming to make and expensive to buy. By dehyrdating fresh fruit and vegetable juices and using simple, eco-friendly packaging, Fresh squeezed fruit and vegetable juice can be available on-the-go, at a low cost, and customers can mix and match their favorite flavors. Juiced is fresh for you. The target audience is young adults, early career men and women, and students. Busy people who want to be healthy, while not spending too much money.
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OUR STORY 1. JUICE tastes good 2. There are lots of nutrients in juice 3. There are antioxidants in juice career men and women, and students. Busy people who want to be healthy, while not spending too much money. career men and women, and students. Busy people who want to be healthy, while not spending too much money. career men and women, and students. Busy people who want to be healthy, while not spending
RECIPE OF THE MONTH The Classic by Meghan Jordan 1 Carrot 1 Apple 1 Beat Equally combine carrot, apple, and beat juices (1 teaspoon of juice powder per cup of water). Shake or stir. Bon Apetit!
MARKETING APPLICATIONS
MOBILE SITE The website will also be responsive and mobile friendly. The menu will slide down so each piece of the navigation is easy to read and click.
JUICED FRESH FOR YOU
ABOUT US PRODUCTS SHOP NOW NUTRITION
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JUICED FRESH FOR YOU
GRAPHIC STANDARD Meghan Jordan DES 116//Okumura Winter 2015 19