WHO WE ARE
Phoenix Wood Creations
1.0 Reclaim, Repurpose, Reuse. Phoenix Wood Creations started out with two men who shared two passions: making wood products and drinking beer. Located in Phoenix and trying to redefine themselves, the phoenix was naturally chosen as their mascot, its purpose serving as a symbol for three things: Their location, the “rebirth” in their careers, and the excellence demanded of themselves in their work. They soon adopted the phrase “reclaim, repurpose, reuse” as their unofficial slogan. Thus Phoenix Wood Creations was born — An authentic and original woodworking company that strives toward producing only the highest quality and most durable wood products.
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WHO WE ARE
Moodboard
WHO WE ARE
Brand Values
1.1 Brand Values The inspiration for Phoenix Wood Creations is modern and rugged that demonstrates high quality and unique creativity. It is modern and minimal with heavy wood elements and natural colors. Rusty and worn metal accents pair with the aged wood to enhance the natural beauty. There is a sense of repurposed originality.
Quality Modern Rusic Authentic Rugged Worn
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WHO WE ARE
The target audience is people who want rustic, worn, authentic looking wood furniture and accents. People who love craft beers, pubs, man-cave owners are all target demographics. Phoenix Wood Creations makes a lot of drinking related items such as beer caddies, liquor cabinets, pub tables, and bottle openers. The rustic look in the products reflects the overall feeling of the brand. Phoenix Wood Creations should be represented in a way that shows off its creativity while being unafraid to roll up its sleeves and get dirty.
LOGOGTYPE
Phoenix Wood Creations
2.0 Primary Logo Stack Phoenix Wood Creation’s primary logo is a stacked logotype with a wordmark and an icon. The main lettering gives a rustic and vintage look. The stamped effect on “Phoenix” helps emphasize the hand-made look of the brand while the modern sans-serif font underneath emphasizes its modern style. Both styles demonstrate the high quality of Phoenix Wood Creations’ products. The icon is a circular saw with a phoenix cut out of the negative space. This icon is a direct reference to the brand name and can be used on its own to convey the same message as the wordmark. This stacked logo is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Phoenix Wood Creations products, web presence, ads, and other materials.
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LOGOTYPE
LOGOGTYPE
Phoenix Wood Creations
2.1 Secondary Logos These alternative logos can be used in place of the primary logo stack whenever they are more suitable, however the primary logo should be used as often as it is possible. The long logotype can be used when the layout calls for a thinner or sleeker design. The icon by itself can be used whenever the full logotype isn’t necessary or when the brand name is already displayed in plain type. Additionally, there are “clean” versions of each logotype variation that do not have the stamped effect on the wordmark for situations where it is unecessary or can be distracting from the overall design.
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LOGOTYPE
LOGO CONSTRUCT
Logo Spacing
2.2 Logo Spacing The logotype should be reproduced with a clear area of space around it free from other graphic or text elements. This is called the exclusion zone. The exclusion zone should be equal to the width of one “P” from the word Phoenix in the logo.
PHOENIX W O O D C R E AT I O N S
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LOGO CONSTRUCT
LOGO CONSTRUCT
Logo Spacing
2.2.1 Logo Spacing The same spacing rules apply for the secondary logo set. There should always be a “P” sized area of space free of any other graphic or text element around the logos so that the logotype can be easily identified.
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LOGO CONSTRUCT
PHOENIX W O O D C R E AT I O N S
LOGO USAGE
Color Variations
2.3 Logo Color Variations The primary logo should be placed over light or white backgrounds to be fully readable. This should be the primary logo treatment or the logo in all white or all black against neutral backgrounds as shown. As an alternative, the logo can be used in all Rust or all Charcoal however the background should provide enough contrast for readability. When placing the logo over a colored background, use the most appropriate color usage that provides the most contrast and readability. There will be few times where it will be necessary to deviate from the primary three usages.
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LOGO USAGE
LOGO USAGE
Phoenix Wood Creations
2.4 Incorrect Logo Usage In order to maintain the integrity of the brand, a few rules for logo usage are necessary. Do not compromise the overall logo by distorting, skewing, or rotating it in any way. Here is a list of examples of ways you should NEVER use the logo.
A
B
PHOENIX PHOENIX W O O D C R E AT I O N S
C
W O O D C R E AT I O N S
D
A. Do not change the colors of elements aside from what is specified. B. Do not rotate or reflect any element.
Minimum Size
There is no maximum size for the logo.
PHOENIX
PHOENIX
W O O D C R E AT I O N S
W O O D C R E AT I O N S
1�
C. Do not resize any element. D. Do not stretch or squish the logo. E. Do not move any logo elements. Reference the Secondary Logo section. F. Do not add any effects or outlines such as drop shadows.
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LOGO USAGE
E
PHOENIX
The logo should always be clear and readable. In order to ensure this, the logo should never be shrunk down smaller than 1�.
F
W O O D C R E AT I O N S
PHOENIX W O O D C R E AT I O N S
BRAND COLORS
Color Pallete
3.0 Brand Color Pallete Color plays an important role in maintaining brand identity. Consistent use of the color pallete reinforces the cohesiveness of the brand. The color palette was inspired by both wood grain and rust. The top three colors are the primary colors and should be used most often. The bottom three colors are the secondary palette and are used primarily to compliment the primary colors. The colors chosen are meant to bring a natural and sophisticated feel. The grey brings a timeless feel while the blue is calming. The purple represents quality and wealth.
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BRAND COLORS
PANTONE 7586C
PANTONE 654C CMYK: 100, 84, 31, 17 RGB: 27, 61, 110 Hex: #1b3d6e LAB: 25, 1, -33
CMYK: 26, 75, 91, 17 RGB: 164, 82, 46 Hex: #a4512e LAB: 45, 32, 36
CMYK: 60, 50, 50, 50 RGB: 69, 72, 72 Hex: #454848 LAB: 30, -2, -1
PANTONE 132C
PANTONE 229C
PANTONE 555C
CMYK: 32, 51, 100, 13 RGB: 162,118, 43 Hex: #a2752a LAB: 53, 12, 46
CMYK: 47, 94, 47, 37 RGB: 106, 32, 69 Hex: #692044 LAB: 26, 35, -5
CMYK: 82, 33, 78, 21 RGB: 45, 113, 80 Hex: #2c7150 LAB: 43, -29, 11
TYPOGRAPHY
Primary Typeface
4.0 Primary Typeface Raleway is the workhorse font for Phoenix Wood Creations. It is a modern and rustic font and should be used for all body copy. Raleway Medium is the go-to weight for all body copy and Raleway Bold is a good compliment for emphasis or for a sub-header.
Raleway Bold
ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Medium
ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Bold Italic
ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Medium Italic
ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Raleway Bold Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Raleway Medium
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TYPOGRAPHY
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
TYPOGRAPHY
Secondary Typeface
4.1 Secondary Typeface Playfair Display is a modern serif font that has a classic feel. It is a perfect pair for the rustic feel of Raleway.
Playfair Display Bold
This font is used primarily for titles and headers.
Regular
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TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVW abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Bold Italic
ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Italic
ABCDEFGHIJKLMNOPQRSTUVW abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Playfair Display Bold Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Playfair Display Regular Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
TYPOGRAPHY
Decorative Typeface
4.2 Decorative Typeface Used even less than the previous two typefaces is Handy. This typeface is used in the logo and its handwritten, stamped style emphasizes the rustic, handmade qualities of the brand. This font should primarily be used for decorative purposes or for some titles/headers when appropriate.
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TYPOGRAPHY
Handy Regular
ABCDEFGHIJKLMNO abcdefghijklmnopqrstuv 1234567890!@#$%^&
Handy Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
BRAND GUIDELINES
Phoenix Wood Creations
5.0 Thank You! If you have any questions regarding the branding for Phoenix Wood Creations please refer back to this guide or email nicolaussherrill@hotmail.com. These guidelines are fairly flexible for creative freedom while still making sure the brand looks the best it can across all applications.
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THANK YOU