Root Cellar Style Guide

Ro o t Cellar St y l e G ui de Root Cellar Belfair, WA info@therootcellars.com

TABLE OF CONTENTS

About this Book About the Brand

About the Brand Principles & Values Visual Guidelines Overview

Applied Guideline Examples Logo

Primary Logo

Horizontal Logo

Monochromatic Logo

Icon & Type

What Not to Do Colors

Color Use

Color Breakdown Typeface Font

Font Hirearchy Imagery Woodsy

High-end Rustic

Open Fields Tone & Voice

Tone & Voice

Company Information

2 4 5 7 8 10 11 12 13 14 16 17 19 21 23 24 25 27 28

FIND YOUR VOICE AMONGST MILLIONS. In any discovery process... a brand is born, it evolves, it erases, it is rewritten, it is brought to it’s true voice.

This brand book is a guide to company principles, benchmarks, ideals, lovemarks and gives cadence to exactly what Root Cellar is to the burgeoning world of Cannabis retail.

This overview will serve as a summary of imagery, colors, type, logos, tone of communication and will promote proper B2B and internal communications.

ABOUT THE BRAND

ABOUT THE BRAND

Mission Statement

To turn the page on old marijuana mythis and exerpience our culutre with an open mind and discerning eye for perfection.

Unlocked and revealed from the underground, The Root Cellar is a group of professionals dedicated to a tradition of excellence.

PRINCIPLES & VALUES

Traditional Excellence Main Principle It is our responibility to provide a unique experience to each consumer.

Unlocked and revealed from the underground, The Root Cellar is a group of professionals dedicated to a tradition of excellence. We provide the finest cannabis experience because of our knowledge and hown to earth backgrouhd.

Customer Bond We believe our word is our bond with our customers. We’ve worked diligently to provide an open conversation and a blank canvas for new and experienced cannabis users alike.

Main Principle To understand each customers underlying desires.

Cannabis Tourism Whether you’re a business professional or your are coming into the state to experience the new generation of cannabis tourism, we believe our simple, rustic build out is the perfect environment.

VISUAL GUIDELINES

Logo styles

OVERVIEW

The Root Cellar brand has two logo variations and one icon variation, with a brown and earth-tone color pallette. Root Cellar uses Gotham Book as the dominant font with Titillium as a headlines.

The imagery ties into the voice of Root Cellar with nature of woods and open fields and a high end rustic feel.

Color

Type

Titillium AaBbCcDdEeFfGgHhIiJj 1234567890!

Voice

Down-to-earth.

Open conversation.

Gotham Book AaBbCcDdEeFfGgHhIiJj 1234567890!

Imagery

Back to your roots.

APPLIED GUIDELINE EXAMPLES

This portion will be filled in as we generate more design material for you.

LOGO

PRIMARY LOGO

Primary logo on light

Primary logo on dark

The primary logo is the Root Cellar icon to the left of the Roote Cellar text which is arched. The icon and ‘Root’ text are always the same color while ‘Cellar’ is a lighter shade.

Clearspace Keep a half inch margin on all sides of the logo on print designs. Web designs should have a fourty-eight pixel margin on all sides of the logo.

Clearspace

Minimum size

0.5 in 48 px

0.5 in 48 px

0.5 in

Smallest Size The primary logo’s smallest size is a half an inch in width and a fifty pixel width for web design.

48 px

0.5 in 48 px

minimum print size: 0.5 in minimum web size: 50 px minimum clearspace print: 3 mm minimum clearspace web: 8 px

LOGO VARIATION

Logo variation on dark

Logo variation light

The logo variation places the logo on top and the Root Cellar text below.

Clearspace Consistent to the primary logo, keep a half inch margin on all sides of the printed horizontal logo. Web designs should contain a fourty-eight pixel margin on all sides.

Clearspace 0.25 in 24 px

Minimum size

Smallest Size The minimum size for the horizontal logo is slightly smaller than the primary logo with the same clearspace as the primary logo for print and web designs.

minimum print size: 0.5 in minimum web size: 25 px minimum clearspace print: 3 mm minimum clearspace web: 8 px 0.5 in 48 px 0.5 in 0.25 in 24 px

48 px

BLACK & WHITE VARIATIONS

Monochrome white primary

Monochrome black primary

0.5 in 48 px 0.5 in

Use the monochromatic variations of the primary logo and horizontal logo when a black or white version of the logo is required.

Clearspace

Clearspace primary

48 px

0.5 in 48 px

0.5 in 48 px

Monochrome white horiz.

Monochrome black horiz.

Clearspace horiz.

0.25 in 24 px

Monochromatic clearspace has the same dimensions as the primary and horizontal logos.

0.5 in

0.5 in

48 px

48 px 0.25 in 24px

Smallest size The minimun size for the monochromatic variations are the same as the primary and horizontal logo. If a smaller size is required, use either the icon or text icon.

Minimum size

Minimum size horiz. minimum print size: 0.5 in minimum web size: 50 px minimum clearspace print: 3 mm minimum clearspace web: 8 px

minimum print size: 0.5 in minimum web size: 25 px minimum clearspace print: 3 mm minimum clearspace web: 8 px

Primary icon

ICON The icon is to be used when there is minimal space or the primary and horizontal logo are too complex for the design. The horizontal logo should be used in place of the primary icon when enough size is available.

Black icon

Primary icon on Black

White icon

Icon clearspace

Smallest Size The minimum size for the primary icon is the smallest the brand logo can be displayed on both print and web designs.

print clearspace: 0.25 in web clearspace: 24 px

Maximum Size The maximum size is a good indication whether to use an icon or a logo.

Use the logo over an icon if the design and space provides.

Minimum size minimum print size: 0.25 in minimum web size: 10 px

Maximum size maximum print size: 0.75 in maximum web size: 50 px

WHAT NOT TO DO Do not alter the primary logo by changing the color, removing, or modifying elements in the primary logo.

Do not slant logo

Do not use color overlay

Do not use gradient overlay

Do not remove icon on logo

Do not replace logo with standard text

Do not place text too close to logo

Icon vs Logo Never use an icon in place of a logo when proper space is available.

The primary logo is the brand stamp and the most recognizable in shape and color.

Spacing Follow the clearspace guidelines when spacing the logo in a design. For web designs, take special care there is enough padding on the bottom and right-side of the logo, so it stands out among the rest of the design.

ROOT CELLAR

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COLOR

COLOR Primary Color: Brown

Primary Color: Mud

Primary Color: Tan

We have chosen a three color palette which include one primary color with two variations, and two secondary colors each with a bright and more neutral variation.

Color Usage Use the primary colors as the overall main primary color for brand identity on the logo. The rust and blue colors are to be used to compliment the logo and overall design color scheme.

Secondary Color: Coral

Secondary Color: Rust

Secondary Color: Sky

Secondary Color: Jean

BREAKDOWN

20% 40% 60% 80%

20% 40% 60% 80%

20% 40% 60% 80%

Brown

Mud

Tan

R111/G074/B043

R060/G040/B034

R188/G138/B102

Hex#6f4a2b

Hex#3c2c22

Hex#bc8a66

C00/M33/Y61/K56

C00/M27/Y43/K76

C00/M27/Y46/K26

Pantone #463 C

Pantone #Black 4 C

No’s & Tints Here we have shown the breakdowns for each of the colors in your palette.

RGB & hex colors are for screen use only.

CMYK & Pantone numbers are for print.

Tints are useful as they provide additional colors at no extra print cost. Tints are shown at 20% increments.

Pantone #4655 C

20% 40% 60% 80%

20% 40% 60% 80%

20% 40% 60% 80%

20% 40% 60% 80%

Coral

Rust

Sky

Jean

R222/G135/B070

R161/G092/B056

R041/G174/B192

R079/G108/B137

Hex#de8746

Hex#a15c38

Hex#29aec0

Hex#4f6c89

C00/M43/Y65/K37

C79/M09/Y00/K25

C42/M21/Y00/K46

Pantone #7516 C

Pantone #631 C

C00/M39/Y68/K13 Pantone #7413 C

Pantone #5405 C

TYPEFACE

TYPEFACE

Typography Titillium is the font to be used for titles.

Do not use Titillium for large sections of text .

Titillium is located in the fonts folder in the style guide assets.

AaBbCc123@£$ Titillium Titillium Black ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Titillium Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Titillium Semibold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Titillium Regular ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Titillium Light ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Titillium Thin ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

TYPEFACE

Typography Gotham font is used for all content in a design. Use Gotham Book specifically for paragraphs, contact information, captions, ect.

Gotham is located in the font folder of the style guide assets.

AaBbCc123@£$ Gotham Gotham Black ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Gotham Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Gotham Medium ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Gotham Book ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Gotham Light ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Gotham Thin ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

HIERACHY

T1 (Title) Font Hierachy Use this font hierarchy when designing the typography. Titillium should only be used for titles and main headlines. All other text should be in Gotham with paragraph text in Gotham Book.

H1 (Headline)

Titillium Black — 37pt/37pt AaBbCcDdEeFfGg 01234567890!&?

Titillium Bold — 18pt/21pt AaBbCcDdEeFfGg 01234567890!@£$%

SB1 (Subtitle)

Gotham Medium— 12pt/15pt AaBbCcDdEeFfGg 01234567890!@£$%

BC (BodyCopy)

Gotham Book— 9pth/11pt AaBbCcDdEeFfGg 01234567890!@£$%

Caption (Subtitle)

Gotham Light — 8pt/10pt AaBbCcDdEeFfGg 01234567890!@£$%

IMAGERY

WOODSY

Image Variations Keep variations in the same pallatte as the brand’s secondary colors. White and black overlays are also acceptable. When using color overlays make sure it is in the same earth-tone color pallatte.

HIGH-END RUSTIC

Image Variations Keep variations in the same pallatte as the brand’s secondary colors. White and black overlays are also acceptable. When using color overlays make sure it is in the same earth-tone color pallatte.

OPEN FIELDS

Image Variations Keep variations in the same pallatte as the brand’s secondary colors. White and black overlays are also acceptable. When using color overlays make sure it is in the same earth-tone color pallatte.

TONE & VOICE

TONE & VOICE

Tone Objectives

Unlocked and revealed from the underground, The Root Cellar is a group of professionals that are dedicated to a tradition of excellence. We believe in our approach to providing the finest cannabis experience because of our knowledge within the industry and our down to earth background.

We want to turn the page on old marijuana myths and we invite you to experience our culture with an open mind and a discerning eye for perfection.

• Down-to-earth • Open Conversation • Back to your roots

We believe our word is our bond with our customers and we have worked diligently to provide an open conversation and a blank canvas for new and experienced cannabis users alike. We have vetted each brand that we will carry in our stores and believe that it is our responsibility to provide a unique experience for each consumer. We have a wide variety of options to suit each individual need and our main objective is to understand each and every client’s underlying desires.

Whether you are a business professional centrally located near our store in Belfair, WA or you are coming into the state to experience this new generation of cannabis tourism, we believe our simple, rustic build out is the perfect environment to get back to your roots and experience cannabis the way it was meant to be experienced.

COMPANY INFORMATION Contact address:

Root Cellar 1234 Address Ln Belfair, Washington

phone:

123.456.7890

email:

info@therootcellars.com

website:

www.therootcellars.com

Mission Statement To provide the finest quality cannabis concentrates of today and the world changing cannabis research of tomorrow.

Social Media Facebook:

www.facebook.com/therootcellars /therootcellars

Twitter:

www.twitter.com/therootcellars @therootcellars

Company Values • Product quality • Product transparency • Consumer education

Instagram: www.instagram.com/therootcellars @therootcellars