TABLE OF CONTENTS
Letter from the Creative Director Introduction How to Use This Manual The Brand Primary Brand Elements The Mark The Inscription Acceptable Usage Proper Usage Alternate Marks Typography Color Staging Requirements Stationary Ephemera Clothing & Merchandise Web & Social Media Contact Information
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A LETTER FROM THE CREATIVE DIRECTOR... VIBRANT, FUNNY, HUMBLE, SMART, FRIENDLY, JOYFUL, BRIGHT, TRANSPARENT
The Emmy Merrill brand was inspired by these personality traits among others that are clearly present in the athlete herself. It is my hope that those who encounter this brand can experience a bit of what it is like to interact with such a lively and loving person as Emmy. By using this guide to her visual branding system, we can ensure that fans, supporters, sponsors and competitors have a strong and consistent sense of who she is and what she stands for. Emmy is an extremely unique person, and as such, her unique identity should be expressed in an efficient and effective way. It was my absolute pleasure to develop this system, and I hope that others are able to get a real sense of what it really means to be professional ocean athlete, Emmy Merrill. Happy Designing! Olivia Armitage
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INTRODUCTION TO THE BRAND
THE BRAND
HOW TO USE THIS MANUAL This manual should be used whenever designing work to advertise, represent, or communicate information about professional ocean athlete Emmy Merrill. The information in this booklet is to be used by any designer who produces work of this manner, and should consult with Emmy should they seek to disobey these guidelines.
THE BRAND MESSAGE The use of a watercolor effect reflects the transparency of Emmy’s personality. Between friends, competitors, professors and family, Emmy’s true personality constantly shows. Rather than changing others’ perception of who is she based on context, she consistently displays the depth and authenticity of her personality.
BRAND OVERVIEW The Emmy Merrill brand is one of positivity, love, joy, and strength. Viewers should get a sense of Emmy’s genuine personality, and understand what makes her unique. This brand takes after Emmy in that it is vibrant, playful, simple, friendly, bright, transparent
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PRIMARY BRANDING ELEMENTS
THE MARK
As addressed in the brand overview, the watercolor imagery is a reference to Emmy’s personality. By layering color upon color, there is a sense of depth and honesty. The combination of each color draws interest and adds to the overall beauty. At the same times, there are no hidden elements which alludes to a sense of transparency and vulnerability in both the brand and Emmy herself.
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THE LOGOTYPE
EMMY MERRILL PROFESSIONAL OCEAN ATHLETE
THE SIGNATURE
EMMY MERRILL PROFESSIONAL OCEAN ATHLETE
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ALTERNATIVE MARKS
These alternative marks are intended to be used for different aspects of Emmy’s career as they arise. Designers should consult with Emmy to develop these divisions more fully before implementing them.
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PROPER USE
EMMY MERRILL PROFESSIONAL OCEAN ATHLETE
Minimum of 1 inch
Designers may not alter the color of, stretch, or rotate the logo. The athlete’s name and tag line must not appear in any other way than presented on the preceding page. The logo must never be applied at a size which causes the text to be unreadable. The width should be no smaller than one inch. Ideally this logo will be placed in the top left corner of the design to create cohesion between different products. For any alterations not addressed, please consult with the designer. 11
THE INSCRIPTION
This mark is intended to be used as a secondary or complementary element to the main logo. For items such as ephemera or merchandise, both marks may be used to create interest. This logo should also be used with items that can only include either two-color or single color printing so as to not manipulate the primary “E� logo.
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THE BOLD INSCRIPTION
THE LIGHT INSCRIPTION
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TYPOGRAPHY
Interstate [Regular]
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Interstate [Light]
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
All design work must use this typeface. The regular family should be used for any headings or titles, whereas the Light family should be applied to all body copy. In unique cases where Interstate is unavailable, designers must use a similarly weighted, sans-serif typeface.
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COLOR
R = 238 G = 242 B = 88
C = 11 M=0 Y = 77 K=0
R = 37 G = 65 B = 54
C = 80 M = 51 Y = 71 K = 52
R = 162 G = 188 B = 218
C = 35 M = 18 Y=4 K=0
R = 185 G = 189 B = 63
C = 32 M = 15 Y = 94 K=0
R = 263 G = 103 B = 116
C = 78 M = 49 Y = 43 K = 16
R=0 G=0 B=0
C=0 M=0 Y=0 K = 100
This color pallet has been selected from and image of Emmy surfing and incorporates colors that are common in her wardrobe and overall environment. Designers should use the codes provided in every article of work. The primary colors include those on the left hand side. They should be featured prominently, however designers can also include the secondary colors sparingly.
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IMPLEMENTATION OF THE BRAND
e mmyme r r ill.com | I nsta gra m: _e mmyme r i l l _
(949)412-7952 | emmymerril@yahoo.com
141 Trafalgar Lane | San Clemente, CA 92672
EMMY MERRILL
THE STICKER
1 inch
EMMY MERRILL 141 Trafalgar Lane | San Clemente, CA 92672 (949)412-7952 | emmymerril@yahoo.com e mmyme r r ill.com | I nsta gra m: _e mmyme r ill_
4.25 inches
EMMY MERRILL
141 Trafalgar Lane | San Clemente, CA 92672
(949)412-7952 | emmymerril@yahoo.com
e mmyme r r ill.com | I nsta gra m: _e m mymeril l _
The most significant application of the brand marks comes in the form of the sticker. This sticker should be applied in the top left corner of various paper goods and products as a form of brand identification and advertisement. Leave half an inch of space between the left corner and the application of the sticker.
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STATIONARY
EMMY MERILL
emmy merri l l .com | I nsta gra m: _emmy meri l l _
141 Trafalgar Lane | San Clemente, CA 92672
(949)412-7952 | emmymerril@yahoo.com
(949)412-7952 | emmymerril@yahoo.com
141 Trafalgar Lane | San Clemente, CA 92672
emmy merri l l .com | I nsta gra m: _emmy meri l l _
EMMY MERILL
To whom it may concern, Atet essincitin evenem. Mi, volore, se velluptatae quis aut optatis ut quas aut lam delicabo. Uptat aut moluptatem qui unt porum repro ium exerunto berupti doluptat facerup taereiuntese es solo berorios acepudissunt aut remporum, officipid quatem am quatibusam, od unt. Fugias as evel molupta tissitate eriam, quat elliqua ssedit dolorent, cori aliqui ut eum id quo tem. Itam quatias et ea commolorunt as ut debis venistiis rem sed molupta ssunturesti apis dolectatur at eossi berumqui dit eum descimo dicilit as vendita evel milibus, seque dolorrum quis coruptatecum nimus exersperest et eaqui del ipictis simincid qui con et aut et archil is ius et fuga. Itas as repudae litatur archil mod quae veris dolorporis conest acimo est, sum ipit vellanihita simusam et ommolup taturit hicta dem. Nam quibus modi dolutem ere nienimi, que volore volorro erist pro mos evellore rem. Pa quam es nos inci rero teste etur sinctatiure volupta temperio evellique aut aliquati asinctur? Harum init, ommolupis et que nimet liquam volupta doluptum nos dem coriatur ad ex endesti ut perovid ictusam quunt od unti aut essin pratate lanihil luptatiis eseriae pudiant odistius aut milla coressime velendipitio volor as il ium, vendis ut enis ut endestenihit liquate quasperiost odi te dolorum ad ut ullupta vendaec atustiae volum vent odi dolorum quatibus venimpora quat.
EMMY MERILL 141 Trafalgar Lane | San Clemente, CA 92672 (949)412-7952 | emmymerril@yahoo.com emmy merri l l .com | I nsta gra m: _emmy meri l l _
Sincerely,
Emmy Merrill
emmy merrill.com | Instagram: _emmy merill_ (949)412-7952 | emmymerril@yahoo.com 141 Trafalgar Lane | San Clemente, CA 92672
EMMY MERILL
This stationary is the primary use for the sticker described previously. As was also mentioned, the sticker will be applied in the top left corner with half an inch of space between the left edge of the paper and the edge of the sticker. The only exception to this is when the sticker is applied to business cards, in which case it should be centered at the top of the card.
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MERCHANDISE
Merchandise can include any of the marks displayed in this manual. A combination of any two marks can also be applied if necessary. The color of the materials should be a neutral; ideally white, black, or gray.
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WEBSITE
ABOUT ME
CONNECT
SCHEDULE & RESULTS
BLOG
GALLERY
IN THE NEWS
SHOP
NICARAGUA
The website should serve as a place to interact with Emmy and become acquainted with her story. There should be a clear emphasis on photography. The main function of the site should be her blog where she will share current activities, standings, ministry opportunities and more.
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CONTACT INFORMATION OLIVIA ARMITAGE | Creative Director & Graphic Designer oarmitage8@gmail.com (858)945-7868 www.behance.net/OliviaArmitage EMMY MERRILL | Professional Ocean Athlete emmymerrill@yahoo.com (949)412-7925 emmymerrill.com 28