— DESIGNED BY NOMAD CRE8TIVE
Brand Book
Keep it Together G U I D E L I N E S
B R A N D
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This style guide is a reference book meant to help you maintain consistency with the aesthetic standards established for your brand. We want to make sure that after all the hard work put into creating a cohesive look, your logo and overall branding uphold a consistent and professional appearance across all platforms. Following this guide will help you to do exactly that.
G U I D E L I N E S
B R A N D
Brand Purpose To be an agent of change, by bringing sustainable and planet-friendly compact travel products to the masses, so that consumers will always have the option to make a better choice.
Mission & Vision Carry Clean's mission is to provide peace of mind to busy on-the-go consumers, reassuring them that their purchase of our convenience-based disposable or ‘limited use’ items will have the smallest possible environmental footprint. The goal is to eliminate unnecessary packaging and explore new ways to develop products that are not only functional and attractive, but are also made from the most environmentally appropriate materials. If they are meant to be disposable, they will decompose with as little negative impact as possible. If they are meant to last, they will be made from planet-
Bold Playful Fresh
healthy composites that will stand the test of time.
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Target Personas
G U I D E L I N E S
B R A N D
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Millennial Parents MY NAME IS SAM .
I have two young girls and live a happily married life. Some people believe that THE SKY IS OUR SECOND HOME . We love to travel, but anyone with kids knows the chaos that comes with getting them all organized. THE STRUGGLE IS REAL. There is nothing better than being PREPARED IN TRANSIT with active children. Some of the items in my to-go bag are literally LIFE SAVERS and I cannot live without them! When I’m shopping for portable items for the family, it’s important for me to find brands that not only create products that are SAFE for kids and WORK GREAT, but that I can TRUST time and time again. When I find something I love, I stick to it and tell all my fellow parent friends about it - also, the greener the better. Whatever I can buy to make our adventures around the globe or around the neighborhood more COMFORTABLE , which is at the same time FASHIONABLE , CONVENIENT
and
good for the environment, I am all in. I take pride in my ECOLOGICAL initiatives and if I could stand behind products that DO WHAT THEY ARE MEANT TO DO
on-the-go and help the planet at the same time I feel like I
am doing my part.
G U I D E L I N E S
B R A N D
Millennial Travelers MY NAME IS ALEX.
I work a full-time job and have a SIDE HUSTLE running my own photography business. I WORK HARD every single day because I know my next trip is just around the corner. What is life without awesome, ADVENTURE PACKED TRIPS around the globe? I ADORE TRAVELING
and always go all out, making the most of every single
aspect of the process. This extends all the way from my f light, to the FUN TRAVEL ACCESSORIES I go hunting to buy a few days before departure. I go straight to the on-the-go section and look for products that STAND OUT and make a statement. Naturally I look for anything that will SAVE ME TIME AND MONEY once I land and that fits in a small corner of my carry-on. I also like to shop smart, THINKING OF OUR FUTURE PLANET
as well, because we all know
you’ve got to go green or go home. I’m actively trying to be more CONSCIOUS OF THE ENVIRONMENT
these days, so if it means
spending a few extra dollars for an Eco-friendly product, I’m game.
Target Personas
9 Convenience Seeking Passive Environmentalists MY NAME IS JESSE.
I lead a pretty BUSY LIFESTYLE and often find myself on the go. I travel outside the country a few times a year for work, however more often times spend LONG DAYS AT THE OFFICE working evenings and early mornings. I always carry a little self-made kit with me to MAKE MY LIFE EASIER by keeping up with my hygiene when I’m not in the comfort of my own home. Though CONVENIENT, I began to feel a little GUILTY about the type of products I had been using after one of my friends informed me on their negative contributions to the planet. They were cheap, limited-use products that were ultimately bad for the environment when disposed of. I’ve been TRYING TO MAKE CHANGES TO MY LIFESTYLE and have recently started seeking more Eco-friendly on-the-go solutions to feel better about myself and the IMPACT I CAN MAKE ON EARTH . I don’t always make the best decisions, but if the choice is in front of me, it’s a no brainer - I know to make the right one - the green one.
Final Logo G U I D E L I N E S
B R A N D
11 This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Carry Clean’s digital storefront, products, social media presence, ads and other materials, enhancing the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines. The logo will be reproduced in various sizes and it may need it to be as small as a postage stamp to fit a stationery. Make sure that text and fine lines are still legible when the logo design is scaled down. Minimum Height: 0.5"
LOGO
Primary
G U I D E L I N E S
B R A N D
LO G O
A. Wordmark B. Monogram C. Emblem
Logo Versions Carry Clean's secondary marks can be used in place of the primary logo (but should never be used directly next to the primary logo). For instance, don’t use (A) as the profile picture if the primary logo is used for the header – it looks repetitive and is not a good use of the brand elements. The monogram can be used when the full primary logo is not necessary or a case where the brand name is already displayed in plain text. For example, the monogram could be used as a profile picture on Instagram since the user name will be adjacent to it in plain text.
A
B
C
G U I D E L I N E S
B R A N D
Colours The color usage for Carry Clean's logo is fairly minimal. It is recommended to use all logo variations in full black or white against colored backgrounds (A, B). While it is good to experiment with colour, it is best to keep a limited colour palette if possible. If necessary, the logo can be used in a solid color (C) from the main color palette. Specify corporate colours with CMYK or Pantone references to ensure correct colour reproduction once the logo is printed. The RGB and HEX codes are for digital use only.
Logo Usage
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On-the-go solutions that everyone can feel good about. —
A. SKY BLUE
Black Logo Monogram
B. DUSTY ROSE
White Logo Monogram
C. NAVY
Dusty Rose Logo Monogram
G U I D E L I N E S
B R A N D
TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Contrast the logo and background. 4. Applying a darker or lighter transparent overlay
on an image helps makes text more legible.
Logo Usage
Photo Background The logo can be used on different types of photographic backgrounds but attention should be paid to each option, making sure the logo and type are not obstructed by the image. In most cases, you can use either a solid white or solid black logo on top of a background image.
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G U I D E L I N E S
B R A N D
Unacceptable A few rules are necessary for maintaining the integrity of the brand. Do not compromise the overall look of the logo by rotating, skewing, or
A.
Do not rotate the logo.
B.
Do not squash or stretch.
C.
Do not place elements in
distorting in any way – that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER ever consider using the logo.
the logo clear space. D.
Do not resize any part.
E.
Do not rearrange parts or
create compositions that are not already provided. F.
Do not add unofficial
elements to the logo.
Logo Usage
G.
Do not use off-brand
colors. Reference the Color Usage section. H.
Do not add drop shadows
or other text styles.
A.
B.
C.
D.
E.
F.
! O N -TH E - G O S O LU TI O N S !
G.
H.
G U I D E L I N E S
B R A N D
To ensure logo visibility and impact, maintain a minimum clear space zone. This allows the logo to always appear unobstructed and distinctly separate from any other graphic elements such as type, images, other logos, etc. The minimum clear space is defined as the height of the letter C . This minimum space should be maintained as the logo is proportionally resized. To transform the horizontal slash proportionally in a working file, ensure that 'Scale Strokes & Effects' is selected in any Adobe program when resizing.
Clear Space
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LOGO
Wordmark
Palette G U I D E L I N E S
B R A N D
23 SA L M O N C M Y K: 0, 6 5, 5 4, 0 PA N TO NE: 75 6 3 U RG B: 24 4, 12 3, 107
Colors may be specified in CMYK, Pantone, RGB or HEX format.
HE X: # F47B 6 B
N AV Y
S K Y B LU E
BL AC K
C M Y K: 9 4, 67, 3 5, 18
C M Y K: 2 9, 0, 14, 0
C M Y K: 75, 6 8, 67, 9 0
PA N TO NE: 3 0 25 C
PA N TO N E: 9 5 01 C
PA N TO N E: B L ACK 6 C
RG B: 25, 8 0, 114
RG B: 178, 2 24, 2 21
RG B: 0, 0, 0
HE X: #19 5 072
HE X: # B2E0 DD
HE X: # 0 0 0 0 0 0
LIME
M U S TA R D
DUSTY ROSE
C M Y K: 13, 0, 37, 0
C M Y K: 11, 37, 91, 0
C M Y K: 0, 3 9, 3 3, 0
PA N TO NE: 9121 C
PA N TO N E: 75 6 3 C
PA N TO N E: 9 25 C
RG B: 2 24, 2 3 5, 18 0
RG B: 2 26, 16 5, 5 6
RG B: 24 8, 172, 15 5
HE X: # E0 EB B 4
HE X: # E 2 A 5 3 8
HE X: # F8AC9 B
FO R E S T G R E E N
WHITE
C M Y K: 8 2, 4 5, 9 3, 52
C M Y K: 0, 0, 0, 0
PA N TO N E: 5 5 3 C
PA N TO NE: [PAPER]
RG B: 31, 6 9, 3 6
RG B: 25 5, 25 5, 25 5
HE X: #1F4 524
HE X: # FFFFFF
G U I D E L I N E S
B R A N D
Icons used for brand pattern and packaging reproduction.
Included in the graphics are eleven custom illustrated icons representing the Carry Clean brand. They are meant to depict elements of adventure, hygiene, eco-friendliness, travel, usefulness and on-to-go solutions. The icons must always be outlined in black. Areas of which are saturated in white may be substituted by another colour in the brand palette. Areas of which are not filled with colour are to remain as is in order to maintain a cohesive illustration style and treatment throughout all brand collateral.
Graphics
G U I D E L I N E S
B R A N D
This pattern is made up of the brand icons. It is originally sized on a 5" x 7.5" sheet, with grid-lines every 0.5". Individual icons cannot exceed 0.5" in length or height; whichever comes first, unless required for larger scaled projects. In that case, the pattern must be resized proportionally to this grid. The (+) icon appears once every second horizontal grid-line. The rest of the icons are placed in a less calculated fashion, sitting either within the grid boxes, at the center of the grid-lines or on intersecting grid-lines. It is important to respect the spacing between each icon to let the overall pattern to breathe. No two icons should ever be placed directly next to one another on the grid. This exact pattern can be used in repetition, respecting the strategic specifications listed above.
Pattern
0.5"
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G U I D E L I N E S
B R A N D
Primary Typeface
Type
Avenir® is a geometric sans-serif typeface released by the foundry Linotype. Its minimal and modular look gives Carry Clean's brand collateral a sleek and refined
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feel. This font works well in combination with the logo, of which is serif based, providing a clear distinction between the brand name and accompanying copy over all print and digital applications.
AVENIR LT STD 95 BLACK ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 0123456789!@£$%^&*() Used mainly for English copy on brand collateral—
D ES I G N ED BY
AVA I L A B L E
Adrian Frutiger
Fonts.com
fonts.com/browse/designers/adrian-frutiger
fonts.com/font/linotype/avenir/95-black
G U I D E L I N E S
B R A N D
Secondary Typeface
Type
"In drawing the Avenir® typeface, Adrian Frutiger looked to both the past and the future for inspiration. His goal was to reinterpret the geometric sans serif designs of the early part of the 20th century in a typeface that would portend aesthetics of the 21st century. He succeeded handsomely. In doing so, Frutiger added a bit of organic humanism to the design, freeing Avenir from the rigid geometric overtones of the earlier designs." – fonts.com
AVENIR LT STD 55 ROMAN ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 0123456789!@£$%^&*() Used mainly for French copy on brand collateral—
D ES I G N ED BY
AVA I L A B L E
Adrian Frutiger
Fonts.com
fonts.com/browse/designers/adrian-frutiger
fonts.com/font/linotype/avenir/55-roman
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G U I D E L I N E S
B R A N D
Logo Typeface
Type
BASKERVILLE® is categorized as a transitional typeface in-between the classical typefaces and the high contrast modern faces. This serif font was designed by John Baskerville in 1787 and distributed by Linotype. Its high contrast strokes and geometric letter-forms give the logo a bold yet sophisticated look. With its crisp edges and generous letter-spacing, BASKERVILLE® is the perfect choice, keeping Carry Clean's branding simple, yet noticeable and recognizable.
Baskerville Regular ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 0123456789!@£$%^&*() Used only as the logo font —
D ES I G N ED BY
AVA I L A B L E
John Baskerville
Fonts.com
fonts.com/browse/designers/john-baskerville
fonts.com/font/linotype/baskerville/regular
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Packaging
G U I D E L I N E S
B R A N D
g
The term 'collateral' refers to the collection of print or digital materials used to define the brand.
The following packaging mockups distinctly display the Carry Clean name, up front and center. The simple design of the rounded corner box treatment, is an element to be applied on (most) brand collateral. By clearly isolating the logo, product name and brand information in their own sections, the packaging layouts have room to incorporate brand icon illustrations in a dispersed and breathable manner. The colours and illustrations show Carry Clean in a clean, bright, trustworthy and modern way.
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Surface Sanitation Wipes
Dimensions — 5x3.5x7.5 inches Materials — Kraft Paper 'Tin-Tie' Bag Finishes — Screen Printing
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Individual Sachets
Dimensions — 2x3 inches Materials — Kraft Paper Outer
& Recycled Plastic Liner
Finishes — Offset Printing
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Travel Dental Kit
Dimensions — 4x7.5 inches Materials — A. Cotton Outer With
Food-Safe PLU Liner
B.
Silicone
Finishes — Screen Print
A
B
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Adult Toothbrush
Dimensions — 0.5x7 inches Materials — Renewable Moso
Bamboo
Finishes — Screen Print, Dipping
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Cotton Polyester Bag
Dimensions — 7.5x4 inches Materials — Cotton, Polyester Liner Finishes — Screen Print
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Transparent Silicone Bag
Dimensions — 7.5x4 inches Materials — Silicone Finishes — Screen Print
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—DESIGNED BY NOMAD CRE8TIVE