GUIDELINES
Table of Contents CARDINAL Mission ………………………………………………………………………… 4 - 5
Concept Creation ……………………………………………………………6 - 7
Psychological Inspiration …………………………………… 8 - 9
Logo Creation ………………………………………… 10 - 11
Logo Color & Sizes ………………………………… 12 - 13
Logo Clearspace ……………………………………………… 14 - 15
Logo Variants …………………………………………………………… 16 - 17
Do’s & Dont’s …………………………………………………………………………… 18 - 19
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20 - 21 ……………………………………………………………… Primary & Secondary Color
22 - 23 …………………………………………… Themed Colors 2020 - 2021
24 - 25 ……………………………………………… Typography
26 - 27 ……………………………………… Imagery Usage
28 - 29 ………………………………… CARDINAL Voice
30 - 31 ………………………………………… Box Applications
32 - 33 …………………………………………………………… Product Visuals
34 - 35 ……………………………………………………………………… CARDINAL Codes
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The CARDINAL Mission Periods are natural and how you handle yours is up to you. Help us help you guide your way through uncertain phases of your menstrual cycle. CARDINAL will always give you the honest truth about how to take care of your body.
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Change happens in phases. CARDINAL is here to help guide you, one month at a time.
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Concept Creation
In Today’s society, starting your period is a lot easier to talk about, but still just as scary and confusing. CARDINAL was created to help ease that process from young teens in an open and honest way. CARDINAL works in way to avoid period stereotypes; that periods are beautiful and pretty, when things can get messy. CARDINAL aims to speak plainly to women about what their body needs and how to take care of it in a healthy way. It can be hard to be honest with yourself for yourself, and CARDINAL’s goal is to help you learn, grow and listen to what your body needs.
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Psychological Inspiration The psychological inspiration behind CARDINAL roots in the idea of natural honesty. Starting your period, especially as a tween, is a confusing, annoying, and developmental phase. Tones of guidance, cleanliness, and open honesty should be the strongest feelings across our brand. Our customers don’t need overwhelming visuals, but rather clean and to the point in order to make learning about your period an easy and insightful experience.
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Logo Creation
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CARDINAL is all about being natural, honest, and inviting. In order to accomplish this, we strengthened our identity by making sure the Logo was made by hand. The iconic “C” that CARDINAL has was tested with a series of stamped and hand drawn “C’s”. Adding hand done elements helps to add a more personable feel to our brand. The elements created in this way are able to be imperfect and messy which sresonates with our company’s core mission.
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Logo Color Variants
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CARDINAL Original
CARDINAL Black on White
CARDINAL White on Black
CARDINAL Trio Used with Pink, Yellow, or Green
CARDINAL Blue C
CARDINAL Pink C
CARDINAL Yellow C
CARDINAL Green C
Clearspace The CARDINAL logo should always be clear of any graphics that would crowd the image or cause the elements within the logo to become lost and unrecognizable. The minimum clearspace is equal to the height of the full moon. Whenever possible, give at least double this size of the clearspace in order to really focus in on our unique and iconic logo.
The logo without the title or moons should only be used for small packaging and secondary branding. Use the main logo as the primary logo whenever possible and appropriate.
Minimum Logo Size The minimum logo size should be no less than 0.5 inches. Any smaller than this will cause the logo to be completely unrecognizable
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Logo Variants
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Do This…
CARDINAL’s full logo is best used when against the CARDINAL White color as a background. The logo used in this way creates a clean fresh feeling for the customer.
When using the CARDINAL Logo without the planet swirl, it’s best to use the CARDINAL White as your primary color when against darker colors within CARDINAL’s color scheme. *Note: When using the CARDINAL white logo against darker colors, adjust the moon within the logo to be the same as it’s background.
Similarly, when using the reduced logo against lighter colors in the CARDINAL color scheme, it is more comprehensive to the viewer to use the CARDINAL Navy color. Doing this will help bolden the logo.
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‌Not This
Do not change the CARDINAL logo font or typography. The logo font is used here and only here, jsut as the copywrite fonts are to be used soley within headers, subheaders, and body copy
Never place any CARDINAL logo against patterned or cluttered backgrounds. Busy backgrounds cause too much distraction against the logo’s details. Similarly, never place the logo against any exact or similar colors to that of the CARDINAL color scheme.
Never change the placement of the CARDINAL moon, or any moon asset, within the logo. Our team has carefully designed the layout of the CARDINAL logo. Any adjustments would change the dynamics of the logo.
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Primary Colors Our goal with CARDINAL’s color palette was to create harmony, boldness, and a sense of cleanliness. With these colors, they bolden any packaging and our customer’s attitude towards learning about their mentrual needs. These colors are important to our brand and should be used frequently.
CARDINAL Green HEX: #b1c5bb RGB: 177, 197, 187 CMYK: 31, 13, 26, 0
CARDINAL Yellow HEX: #eed246 RGB: 238, 210, 70 CMYK: 8, 13, 85, 0
CARDINAL Pink HEX: #d9987f RGB: 217, 152, 127 CMYK: 14, 45, 49, 0
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Secondary Colors Similarly, our secondary colors are also used with as much imporatance as our primary colors. The CARDINAL Navy contrasting with the CARDINAL White helps give our brand a sense of balance.
CARDINAL Navy HEX: #202130 RGB: 32, 33, 48 CMYK: 82, 76, 53, 64
Having balance in life is important for growing children, which is why implementing these colors into our color scheme is important to us.
CARDINAL White HEX: #f0edec RGB: 240, 237, 236 CMYK: 5, 5, 4, 0 21
CARDINAL Pattern We created this pattern using the CARDINAL White so that it may be used on any solid colored background. This pattern is meant to have multiuse and has the ability to be used anywhere. The only time this pattern should not be used is when behind the CARDINAL logo.
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Our pattern is a bit different than our other assets as it is more jittery. Not everything in life is on one set trajectory. Life gets messy, and we wanted our main pattern to represent this.
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Logo Font cormorant unicase abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Header Futura Heavy abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Body Copy Sabon LT Pro abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Typography We wanted our type to have a clean and natural look. Cormorant Unicase is used only for the logo and should not be used anywhere else. For our Headers and Body Copy, we went with something a bit mroe straight edge and crisp, yet elegant. The futura font is primarily used for headers and subheads. Lastly, Sabon LT Pro is used soley for body copy and smaller headers for below images and illustrations in the How To guides.
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How to Use Imagery
While CARDINAL is mostly an illustrative style brand, there are exceptions to using imagery like in advertisement posts and other promotional environments. Photos should never be used as a direct background if the logo is to be used with it. Instead, mocking up or placing the photos in an organic and natural environment with space clear of any other elements. In this negative space, our brand can be placed so that it pops and is shown importance 26
When using photography, we have a few rules. Natural, Organic, and authenticity are among many of descrptors for our brand. Therefore, the photography should match these descriptions. Natural lighting with light colors or darker navy sky hues with stars and moons are the two types of environments we prefer for our brand as they contrast in lighting and gives balance overall. If there will be models within the photo, we prefer to keep the subject matter to young pre teens who are happy and carefree, perhaps caught in a candid moment smiling and enjoying life.
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CARDINAL Voice
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Self care and hygiene are so important for pre-teens, especially for girls when learning about menstrual care for the first time. The voice of our brand is mature, candid, calm, and, above all, honest. CARDINAL is confident in our ability to help guide our customers through these new phases they begin to enter as a growing woman. CARDINAL should never come across as intimidating or patronizing. Our brand is the one you trust to tell you the CARDINAL truth without the B.S.
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Box Applications
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CARDINAL’s box and packaging was designed to reflect the organized chaos that comes with beginning your menstrual cycle. First and foremost, understanding what you are going through and learning the important sanitary precautions of taking care of your changing body. Allowing negative space and minimal detail creates an open and inviting welcoming to opening our monthly guide. Inside our box is more chaotic by incorporating our CARDINAL Pattern.
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Product Applications
Life get’s messy sometimes and it’s okay to embrace the unkown.
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