Honu by Melanie Lapovich

BRAND GUIDE

BRAND MESSAGE

IDENTIT Y SYSTEM

APPLICATIONS

06 09 10 14 16 18

Primar y Marks Wordmark Usage Colors Graphic Elements Typography

22 23 26 28 30

Business System Business Card Letterhead Envelope Store Signage

BRAND MESSAGE Honu is an environmentally conscious surfboard and surf accessory retailer in Hermosa Beach, California. With its motto, “At one with the sea,” Honu believes in treating our oceans with utmost respect and forging a mutual relationship between surfer and the elements. The name “Honu” comes from the Hawaiian word for sea turtle, which is the mascot of the brand. While visually resembling a surfboard, the turtle also serves as a reminder to respect the ocean and all its inhabitants. Honu draws from the Hawaiian language to reference the culture that invented surfing and to reflect the Native Hawaiians’ attitude toward surfing— as an art form that becomes a way of life.

Holding true to its motto, Honu makes sure to use sustainable materials and methods in its merchandise and packaging. In addition, Honu is committed to preserving the ecosystem necessary for the optimal surfing experience: for every purchase, a donation of fifty cents is made to the Blue Ocean Institue, which focuses on the preservation of marine life as well as educating the public about the importance of ocean ecosystems. The design aims to reflect Honu’s commitment to respecting the environment as well as its connection to the roots of surfing and surf culture.

IDENTITY SYSTEM

PRIMARY MARKS

full color The primary mark, rendered in full color, consists of the sea turtle icon with the wordmark directly underneath. This mark is preferred for representing the brand and should be used as frequently as possible when the logo is required.

single color A single color version of the primary mark can be used in applications that would be otherwise difficult to show in full color. This includes stamps, screenprinting, and embroidery. The preferred color of this mark is Aina Brown, but it may be in any color appropriate to a design application (i.e. apparel).

Identity System | Primary marks

reversed-out This mark is a variant of the single-color logo, except the foreground is rendered in white on a single-color background. This version may also be used in applications like stamps and screenprinting, but it will be most useful in situations that require a dark background and when there would not be enough contrast using the single-color logo.

WORDMARK

wordmark usage The wordmark is simply the primary mark without the sea turtle icon. It can be used when the full logo becomes unreadable at a small size as well as in cases where the turtle graphic is not desired, for example, when the design already uses the icon elsewhere. The wordmark may be used in a single color or reversed out.

Identity System | Wordmark

USAGE

0.625"

0.5"

minimum size For legibility reasons, the smallest acceptable size for the primary logo is five-eighths of an inch (0.625") wide. If a situation arises when the logo needs to be smaller, then the wordmark should be used. The smallest the wordmark can be is half an inch (0.5") wide.

clear space To make the logo stand out, it must always have ample clear space around it. In the primary mark, the clear space shall be defined by the width of the ‘u’ in the wordmark on the east and west faces, and one-half the height of the ‘n’ on the north and south faces. In the wordmark, the clear space is an ‘n’ height on all sides.

Identity System | Usage

INAPPROPRIATE USE relationship of elements The sea turtle graphic element shall not be placed anywhere but directly above the wordmark as defined.

relative sizes Do not scale any individual element of the logo differently than as defined.

color Do not change any color used in the primary mark.

distortion Do not warp, stretch, or distort the logo in any way.

typeface The logo and wordmark shall never be used in any different typeface other than its original custom type.

stroke No stroke shall ever be applied to the logo.

Identity System | Usage

COLOR

Aina Brown

Chartreuse

PMS 7617 C C 60 M 75 Y 65 K 20 R 106 G 81 B 80 HEX #6A5150

PMS 367 C C 39 M 5 Y 68 K 0 R 164 G 200 B 121 HEX #A4C879

primary color palette The colors used in the full-color sample colors found on a green sea turtle. The earthy, organic colors go along with the natural feel of Honu. The primary mark is in Aina Brown, and the shell accent is in chartreuse.

Peach

Deep Blue

PMS 713 C C 0 M 20 Y 40 K 0 R 254 G 208 B 158 HEX #FED09E

PMS 281 C C 90 M 70 Y 10 K 30 R 31 G 37 B 93 HEX #1236a1

Aqua

Pale Blue

PMS 7478 C C 40 M 0 Y 30 K 0 R 122 G 204 B 200 HEX #7ACCC8

PMS 542 C C 60 M 30 Y 15 K 0 R 90 G 150 B 185 HEX # 66B3D9

Teal PMS 7702 C C 80 M 30 Y 15 K 0 R 24 G 144 B 86 HEX #1890BA

secondary color palette These colors are not in the primary mark, but they are recommended to complement the logo in design applications such as the business system and website, as well as in apparel and board designs.

Identity System | Colors

GRAPHIC ELEMENTS

sea turtle The main element is the sea turtle icon, which is featured in the primary mark. The turtle may be isolated and applied for a variety of purposes. The brown and green version is considered primary, but the turtle can be one color or a combination of two of the colors in the secondary palette.

sea turtle with seal In certain applications, the sea turtle can be a central figure in a textured seal element. This element can be used as a stamp in printed materials like business cards and hang tags. There is also a reversed out version that can be used.

Identity System | Primary mark

TYPOGRAPHY Mrs. Eaves (Roman)

Mrs. Eaves (Bold)

A BCDEFGHIJK LMNOPQRST U V W X Y Z abcdefghijk lmnopqrstuv w x yz 0123456789

A BCDEFGHIJK LMNOPQR ST U V W X Y Z abcdefghijklmnopqrstuv w x y z 0123456789

Mrs. Eaves (Small Caps) A BCDEFGHIJK LMNOPQRST U V W X Y Z abcdefghijklmnopqrstuv wxyz 0123456789

Mrs. Eaves Mrs. Eaves is the main serif typeface in the Honu identity system. It may be used for display purposes, headers, and in any application in which a serif is preferred. Mrs. Eaves Small Caps is often used for headers or titles.

PT Sans (Regular)

PT Sans (Bold)

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

PT Sans (Italic)

PT Sans (Bold Italic)

ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuv w x yz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuv wxyz 0123456789

PT Sans PT Sans is the identity systemâ&#x20AC;&#x2122;s sans serif typeface used to complement both the logo and Mrs. Eaves. It may be used for body text and whenever a sans serif is preferred. PT Sans is web safe font that is also used for the website.

Identity System | Typography

Libre Baskerville (Regular)

Libre Baskerville (Bold)

A BCDEFGHIJKLMNOPQRSTU V W XYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTU V W XYZ abcdefghijklmnopqrstuvwxyz 0123456789

Libre Baskerville (Italic) ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrstuvwxyz 0123456789

Libre Baskerville Libre Baskerville is a serif web font which replaces Mrs. Eaves for all web-based applications. It is not to be used for any other purpose.

APPLICATIONS

BUSINESS SYSTEM

BUSINESS CARD

Applications | Business Card

3.5"

0.625"

2.0"

0.75"

0.625"

0.75"

1.5"

0.75"

1.5"

1.25"

0.25" 0.3125" 1.0"

0.625" 0.0625" 0.0625"

0.5625"

0.5" 0.1875"

0.25"

0.125"

0.375"

Applications | Business Card

LETTERHEAD

3.5"

1.5"

3.5" 0.25" 1.5"

8.4375"

0.3125" 0.5"

0.75"

1.25"

2.125"

1.875"

1.0"

0.75"

Applications | Letterhead

ENVELOPE 0.375" 0.75" 1.25"

1.875"

0.5" 0.3125"

4.125"

9.5"

1.0"

Applications | Envelope