The Herbery Brand Book v1

The Herbery Brand Book The Herbery 212 NE 164th Ave Ste 11 Vancouver, WA 98684 360.841.7500 theherberynw@gmail.com

About this Book

TABLE OF CONTENTS

Logo

Primary Logo

Monochrome Logo

Logo Variations

Icon & Variations

What Not to Do Colors

Color Use

Color Breakdown Typeface Font

Font Hirearchy Imagery & Pattern

Imagery & Pattern

Image & Pattern Vatiations Tone & Voice

Tone & Voice

Company Information

2 4 5 6 7 8 10 11 13 14 16 17 19 20

ABOUT THIS BOOK

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 The Herbery is to the burgeoning world of cannabis retail stores.

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

About the Brand

ABOUT THE BRAND

Southwest Washington’s Premier Marijuana Retailers.

The Herbery operates two welcoming, friendly, well-organized , aesthetically pleasing and professionally operated marijuana retail stores in Vancouver, Washington. We work with local marijuana growers who focus on organic methods that produce premium cannabis. Similar to the way a microbrewery inspects the hops they use in beer, we make sure the plants we buy are healthy and vibrant.

ABOUT THE BRAND

Mission Statement To provide a unique and professional retail experience with a specific focus on superior customer service and product quality. For those who comet o our stores and want to learn

H.E.B.E.R.Y. Herbery is the study of marijuana and its respective

about our product line, or for those who are simply interested in teh variety of products we carry, our success will be based on marekting, product selection superior product availabilituy, repeat customer transactions and exceptional customer service. We will be a leader in the community with respects to safety and community development.

compnenets, be it wax, budder, hash, oils, or edibles.

Our focus is not just on the effects of these substances

Customer Experience

upon the mental state, bus

Regardless of the industry, we believe businesses that provide the best possible experience for

also on methods of growth

their customers tend to have the must success; we nare applying that approach to marijuana.

and cultivation of all matter

Our friendly staff will greet you with a smile, answer your questions, and help you find the

containing THC.

cannabis products taht work best for you. Our facilities are very clean and you can browse around to find what you’re looking for.

We feel our customers should expect the same quality customer service from their marijuana retailers as they would from their local supermarket or restaurant. We make sure we are able to fulfill the demand of our customers while keeping a consistent price point. We strive to provide affordable and valuable cannabis products for our customers.

PRINCIPLES & VALUES

Primary Values:

Guiding Principles

Strive to exceed custoers’ needs and expectations through competence, innovation, and teamwork. We proactively explore product opportunities to better serve our customers.

•

Quality

Designing and administering the highest quality and innovative programs.

•

Providing meaningful information and education to all employees in a timely manner.

•

Attracting, developing, and retaining a competent, creative, and highly motivated workforce.

Respect Treat every person with kindness and humility. Value and recognize every individual for their unique skills, talents, and contributions. Stay present in the moment and actively listen to understand others. Are curteous, responsive, and professional.

Accountability Take ownership of, adn responsibility for, actions, risks, and results, and use outcomes as learning opportunities. Give and seek clear expectations.

PRINCIPLES & VALUES Guiding Principles •

Obtaining the highest return

Primary Values:

Integrity Act in all endeavors with an ethical, honest mindset and in a professional manner.

Honor commitments, keep promises, and build trust. Are truthful in all action and communications.

on our investment portfolio to survive, prosper, and grow ina safe and prvudent manner.

•

Maintaining public trust by being an ethical, sensitive,

Openness Approach every situation with good intentions. Are receptive to new and diverse ideas. Listen, cooperate, and share across the organization. Encourage a trusting environment by being genuine and transparent in actions and communcations

effective, and cost-efficient organization in service to employers and employees alike.

•

Sustaining our role as a respected leader in the cannabis instustry.

Balance Support a healthy personal and professional balance. Mainatin focus on long-term goals with meeting short-term needs. Embrace opportunities for personal and professional development. Support an evnironment that is optimistic and enjoyable in which relationships can prosper across our organization and communities.

Logo

LOGO The primary logo is the Lucid Oils inside a hexagon with a horizontal line gradient in the background.

The slogan distilled, exquisite is on the top of the hexagon with oils below the Lucid graphic.

Primary logo on dark

Primary logo on light

Clearspace

Clearspace 0.5 in 48 px

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 0.5 in 48 px

Monochrome logo on dark

Monochrome logo on light

0.5 in 48 px

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

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

ICON

Maximum size

Primary icon maximum print size: 0.75 in maximum web size: 50 px

Icon clearspace

print clearspace: 0.25 in web clearspace: 24 px

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

White icon

WHAT NOT TO DO

Do not slant logo

Do not use color overlay

Do not change color of dropshadow

Do not change or add text to the slogan

Do not use gradient overlay

Do not put text too close to logo

Ex expli

Color

COLOR

Color Usage We have chosen a three color palette.

These include 2 primary colors and black.

Primary Color

Primary Color

Secondary Color

Secondary Color

BREAKDOWN

No’s & Tints

20% 40% 60% 80%

20% 40% 60% 80%

20% 40% 60% 80%

20% 40% 60% 80%

Teal

Purple

Black

White

Here we have shown the breakdowns for each of the colors in your palette.

RGB & Web 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. We have included tints at 20% increments.

R018/G168/B157

R125/G016/B129

R000/G000/B000

R255/G255/B255

Hex#12a89d

Hex#7d1081

Web#000000

Web#ffffff

C89/M00/Y07/K34

C03/M88/Y00/K49

C60/M40/Y40/K100

C00/M00/Y00/K00

Pantone #326 C

Pantone #2612 C

Pantone #Black 6 C

Pantone #663 C

Typeface

TYPEFACE

Typography Bebas Neueis the font to be used as a title. The font is uppercase only. Do not use Bebas Neue for large sections of text.

Bebas Neue is located in the fonts folder in the style guide assets.

AaBbCc123@£$ Solomon Deco Solomon BlackDeco ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Solomon Bold Deco ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Solomon Normal Deco ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Solomon Book Deco ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Solomon Light Deco ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz

Solomon Thin Deco ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz

01234567890!@£$%

01234567890!@£$%

TYPEFACE

Typography Bebas Neueis the font to be used as a title. The font is uppercase only. Do not use Bebas Neue for large sections of text.

Bebas Neue is located in the fonts folder in the style guide assets.

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

Solomon Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Solomon Normal ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Solomon Book ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Solomon Light ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz

Solomon Thin ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz

01234567890!@£$%

01234567890!@£$%

TYPEFACE

Typography Gotham font is used for all content in a design.

This icludes paragraphs, contact information, captions, ect.

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

AaBbCc123@£$ BrandonGrotesque Brandon Grotesque Black ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Brandon Grotesque Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Brandon Grotesque Medium ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Brandon Grotesque Regular ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Brandon Grotesque Light ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Brandon Grotesque Thin ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

HIERACHY

Font Hierarchy Use this font hierarchy when designing the typography. Bebas Neue should only be used for titles and main attention getters. All other text should be in Gotham.

T1 Solomon Deco Black — 30pt/32pt (Title) AaBbCcDdEeFfGg 01234567890!@£$% H1 (Headline)

Solomon Bold — 20pt/22pt AaBbCcDdEeFfGg 01234567890!@£$%

SB1 (Subtitle)

Brandon Grotesque Medium — 12pt/16pt AaBbCcDdEeFfGg 01234567890!@£$%

BC (BodyCopy)

Brandon Grotesque Regular — 9pth/12pt AaBbCcDdEeFfGg 01234567890!@£$%

Caption (Subtitle)

Brandon Grotesque Light — 8pt/12pt AaBbCcDdEeFfGg 01234567890!@£$%

Voice & Tone

VOICE & TONE

Knowledgeable Objective These keywords are what The Herbery holds true when presenting themselves in various marketing and digital platforms.

Professional Genuine Up-beat Positive Serious Caring

COMPANY INFORMATION

Contact address:

The Herbery 212 NE 164th Ave Suite 11 Vancouver, WA 98684

address:

The Herbery 6018 NE St. John’s Rd Suite D Vancouver, WA 98661

phone:

(360) 841-7500

phone:

(360) 841-7505

email:

theherberynw@gmail.com

email:

theherberynw@gmail.com

website:

www.theherberynw.com

website:

www.theherberynw.com

Social Media Facebook: https://www.facebook.com/theherberynw Twitter:

https://twitter.com/TheHerberyNW

Instagram: https://instagram.com/theherberynw/ Google+: https://plus.google.com/115636133575782655091/about

Slogan Premium Cannabis