Style Guide 360.628.8457 info@harmonyfarmsnw.com
TABLE OF CONTENTS Primary Logo
1
What NOT to do with your Logo
2
Primary Colors
3
Color Breakdown
4
Typefaces
5
Imagery & Patterns
6
Tone & Voice
7
Company Information
8
FIND YOUR VOICE AMONGST MILLIONS. In any discovery process a brand is born, it evolves, is erased, rewritten and then finally brought to it’s true voice. This brand book is a guide to your company principles, benchmarks, ideals, and lovemarks. It gives cadence to exactly what Harmony Farms means to the burgeoning world of Cannabis. This overview will serve as a summary of imagery, type, logos, tone of communication, and will promote proper B2B and internal communications.
PRIMARY LOGO Primary Logo on Dark
The primary logo is Harmony Farms type with the bushy “y” tail over the word “Harmony,” and the word farms small underneath.
Clearspace
Primary Logo on Light
Keep a margin on all sides of the logo standard with the displayed units to the left.
Smallest Size The primary logo’s smallest size is 1 inch by 1.75 inches.
0.156 in
0.42 in
White Space
0.42 in
0.27 in
smallest print size: 1in x 1.75in smallest web size: 36 x 72 px minimum clearspace print: 3mm minimum clearspace web: 8px
1
WHAT NOT TO DO Do not Slant hexigon
Do not change or add text within the logo
Do not use gradient overlay
Do not use color overlay
WITH YOUR LOGO
Do not put text too close to the logo TOO CLOSE
2
COLOR
Color Usage
Primary Color
Primary Color
Secondary Color
We have chosen a three color palette. These include 2 primary colors and a secondary color. Black and White are acceptable as well.
3
COLOR BREAKDOWN No’s & Tints 20% 40% 60% 80%
Blue
20% 40% 60% 80%
Green
20% 40% 60% 80%
Natural
R101/G109/B124
R140/G146/B55
R213/G222/B188
Hex#656d7c
Hex#8c9237
Hex#d5ddbb
C64/M50/Y34/K5
C33/M16/Y90/K20
C16/M5/Y26/K0
Here we have shown the breakdowns for each of the colors in your palette. RGB & Hex colors are for screen use only. CMYK is for print. Tints are useful as they provide additional colors at no extra print cost. We have included tints at 20% increments.
4
AAbcdefg!@#$%^&* festivo letters no. 14 Festivo letters no. 18 ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
festivo letters no. 19 ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
GOTHAM MEDIUM ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
TYPEFACE Typography “Festivo Letters No. 14” is the font to be used as a title. The font is uppercase only. For subtitles use “Festivo Letters No. 18” or “Festivo Letters No. 19.” For large sections of text use Gotham Medium. Gotham is used for all content in a design. This icludes paragraphs, contact information, captions, ect. Fonts are located in the fonts folder in the style guide assets.
5
IMAGERY & PATTERNS Pattern Variations Keep variations in the same natural sky and earth tones. Natural patterns are acceptable. White and black overlays are also acceptable. When using color overlays make sure they are in the same color palette as the primary brand colors for example, blues, greens and yellows.
6
TONE & VOICE Tone Objectives
The tone and voice of Harmony Farms should portray their passion for high quality product in high quality packaging.
Fresh. Playful. All Natural.
Their product is local and environmentally friendly, and should be portrayed this way. Customers should view the Harmony Farms brand as playful (while still appearing high end and professional), respectable, concert-y vibe, artsy, and most importantly, FRESH.
7
COMPANY INFORMATION Mission Statement
Contact 360.628.8457 info@harmonyfarmsnw.com www.harmonyfarmsnw.com
Slogan “Find Harmony”
8
For sample use only