Empire Ex perience S t yle G uid e
Empire Experience Seattle, WA info@empireexperience.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 Icon & Text Black & White Variations What Not to Do Colors Color Use Color Breakdown Typeface Font Font Hirearchy Brand Patterns Patterns & Variations Imagery Classy Business Modern Elegance VIP Access Tone & Voice Tone & Voice Company Information
2 4 5 7 8 10 11 12 13 14 16 17 19 21 23 25 26 27 29 30
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 Empire Experience is to the burgeoning world of Cannabis products. 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 Obis as ut quoditatem facia aut et, qui re conecest, siminih ilibus, volorrum estrum hillum re nim iustioreium quia
Enter the
mpire.
A wash in the crowd, a dull roar grows, you approach the gates, eyes wide open... wondering. All signs point north, lights flash, you are intrigued. A crowd gathers, sensing greatness is growing barely out of sight. Your favorite tunes pulse, your sacred smells soak, your memories manifest, your wildest dreams awaken. You have arrived, but are you xperienced?
PRINCIPLES & VALUES
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Main Principle Equiatemquam faceribusa verferia volupta similla borrores doluptas eatiorem con
C l a ss i c & T i m e l e ss Solor sam ipiende llorum eum dolorest que quia dolupti tempedi aerumenihit ides dit, solorro te doluptae conse simus debit, nate maio mi, quissit lia vitibus repedi que nia ilis que velis eossitae nus et aspitat ecest, sitibus,
Lifestyle
of
Exellence
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Welcome New Experiences
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Visual Guidelines
Logo styles
OVERVIEW
The Empire Experience brand has two logo variations and two icon variations, all with the emblem blue. Empire uses Copperplate Gothic & DejaVu Serif as the dominant font. The imagery ties into the voice of classy business, modern luxury, and VIP access.
Color
Type
Copperplate Gothic AaBbCcDdEeFfGg 1234567890! DejaVu Serif AaBbCcDdEeFfGg 1234567890! Imagery
Voice
Classic & Timeless. Lifestyle of Excellence. Welcome New Experiences.
APPLIED GUIDELINE EXAMPLES
This will be added as we create more material for Empire Experience.
LOGO
PRIMARY LOGO
Primary logo on light
Primary logo on dark
The primary logo is the logo that will be most recognized and most used with the emblem in blue above the text Empire and Experience beneath.
Clearspace
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.
0.5 in 48 px
Minimum size 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 0.5 in 48 px
print size: 0.5 in web size: 50px clearspace print: 3mm clearspace web: 8px
HORIZONTAL LOGO Empire’s horizontal logo has the same elements as the primary logo, but with the emblem to the left of the text.
Horizontal logo on light
Horizontal logo on dark
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
0.5 in
0.5 in
48 px
48 px 0.25 in 24 px
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 size
print size: 0.5 in web size: 25px clearspace print: 3mm clearspace web: 8px
ICON & TEXT The icon and text 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 text logo when enough space is available.
Primary icon
Primary text logo
Icon clearspace
Text logo clearspace print: 0.25 in web: 24 px
print: 0.25 in web: 24 px
Smallest Size The minimum size for the primary icon is the smallest the brand logo can be displayed on both print and web designs.
Maximum size
Maximum size print: 1.5 in web: 50px
print: 3.0 in web: 150px
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
print: 0.25 in web: 10px
Minimum size print: 1 in web: 20px
BLACK & WHITE VARIATIONS Use the monochromatic variations of the Empire Experience logos when a black or white version of the logo is required.
Monochrome white primary
Monochrome black primary
Monochrome white horiz.
Monochrome black horiz.
Monochrome white text
Monochrome black text
White icon
Black icon
Clearspace
Monochromatic clearspace has the same dimensions as the primary, horizontal, icon, and text logos.
Smallest size
The minimum size for the monochromatic variations are the same as their color primay, horizonta, icon, and text logos.
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
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, compared to an icon or text icon.
Do not change or add text within the logo
Do not use gradient overlay
become part of one
Do not remove emblem in primary logo
Do not use icon when horizontal logo can be used
Do not put text too close to logo
Spacing Follow the clearspace guidelines when spacing the logo in a design. For web designs, take special care that there is enough padding between the bottom of the logo and right-side of the logo, so it stands dout among the rest of the design.
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Colors
COLOR
We have chosen a three color palette which include two primary colors, blue, light grey, and black.
Color Usage The Blue color is Empire Experience’s Accent color that is essential to the brand. The light grey and black are to enhance the Empire’s blue color.
Primary Color
Primary Color
Secondary Color
BREAKDOWN
20% 40% 60% 80%
20% 40% 60% 80%
20% 40% 60% 80%
Blue
Grey
Black
R040/G151/B204
R233/G232/B230
R035/G030/B030
Hex#2897cc
Hex#e9e8e6
Hex#231e1e
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.
C80/M26/Y00/K20 Pantone #7688 C
C00/M00/Y01/K09 Pantone #Cool Gray 1 C
C00/M14/Y14/K86 Pantone #Neutral Black C
Typeface
TYPEFACE
Typography Copperplate Gothic is the font to be used as a title. The font is to be used sparingly and strategically, since it’s the same font as the logo. Do not use Copperplate Gothic for large sections of text . Copperplate Gothic is located in the fonts folder in the style guide assets.
AaBbCc123@£$ Copperplate Gothic Copperplate Gothic Heavy ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$% Copperplate Gothic Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$% Copperplate Gothic BT ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
TYPEFACE
Typography DejaVu Serif font is used for all content in a design. This includes paragraphs, contact information, captions, ect. DejaVu Serif is located in the font folder of the style guide assets.
AaBbCc123@£$ DejaVu Serif Deja Vu Serif Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
Deja Vu Serif Bold Italic ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
DejaVu Serif Book ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
Deja Vu Serif Book Italic ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
DejaVu Serif Condensed Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
DejaVu Serif Condensed Bold Italic ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
DejaVu Serif Condensed Book ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
DejaVu Serif Condensed Book Italic ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
HIERACHY
T1 Copperplate Gothic (Title) Bold — 34pt/37pt
AaBbCcDdEeFfGg 01234567890!&?
Font Hierachy Use this font hierarchy when designing the typography. Copperplate Gothic should only be used for titles and main attention getters. All other text should be in DejaVu Serif.
H1 (Headline)
SB1 (Subtitle) BC (BodyCopy) Caption (Subtitle)
DejaVu Serif Bold — 18pt/23pt AaBbCcDdEeFfGg 01234567890!@£$% DejaVu Serif Book — 12pt/17pt AaBbCcDdEeFfGg 01234567890!@£$% DejaVu Serif Book— 9pth/13pt AaBbCcDdEeFfGg 01234567890!@£$% DejaVu Serif Condensed — 8pt/13pt AaBbCcDdEeFfGg 01234567890!@£$%
Brand Patterns
BRAND PATTERNS
Pattern Variations Keep the pattern color scheme in the Empire Experince’s colors. The patterns should highlight the mood of the design, not be the main focus.
Imagery
CLASSY BUSINESS
Image Variations Classy business photos include business men and women, poised, confident, and in control of their Empire.
MODERN ELEGANCE
Image Variations Modern elegance includes high-end houses, yards, modern interior design, and breathtaking condo views.
VIP ACCESS
Image Variations Those in the Empire play hard like they work hard. Elegance, pampering, and a fun time should resonate through VIP access imagery.
Tone & Voice
TONE & VOICE We are an open Empire looking for lovers of life. We share in wearing happiness, experiencing fun that’s built to last, and in providing a members only lifestyle. This is your Experience, it’s tie to fly the sails and enjoy the ride. Tone Objectives Eperio esequia dolectatur acimoluptiis am, quo dolupitiam facit eaquatem fuga. Itae vit, qui tent fugiatem res eost, que quiatur essimod igendest,
The Empire inside is the fire that never dies. Fashioned after the classic and timeless, Empire awakens a new generation of cannabis connoisseurs and those that love to explore and experience nature exactly how the universe intended. Our family is built upon a foundation of consistently being and becoming excellent. Each of us has a different take and experience and that is precisely what makes our empire unique. We have invested and reinvested in ourselves and our products so that we are consistently and confidently the best.
COMPANY INFORMATION
Contact address:
Empire Experience Seattle, Washington
phone:
123.456.7890
email:
info@empireexperience.com
website:
www.empireexperience.com
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Social Media Facebook: search Facebook Empire Experience
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Twitter:
Slogan
www.twitter.com/ EmpirExperience
Enter the Experience. The fire that never dies. Are you in?