The Herbery Brand Book by OMD Agency

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

TABLE OF CONTENTS

About this Book About the Brand Brand Overview About the Brand Principles & Values Logo Primary Logo Icon & Variations What Not to Do Colors Color Use Color Breakdown Typeface Typography Font Hirearchy Tone & Voice Tone & Voice Company Information

2 4 5 6 9 10 11 13 14 16 19 21 22

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 itâ&#x20AC;&#x2122;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

BRAND OVERVIEW

Southwest Washingtonâ&#x20AC;&#x2122;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 come to our stores and want to learn

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

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

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

Customer Experience

Our focus is not just

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

on the effects of these

their customers tend to have the most success; we are applying that approach to marijuana.

substances upon the

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

mental state, but also on

cannabis products that work best for you. Our facilities are very clean and you can browse

the methods of growth

around to find what youâ&#x20AC;&#x2122;re looking for.

and cultivation of all matter containing THC.

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 Guiding Principles Designing and

Primary Values:

Quality The Herbery strives to exceed customersâ&#x20AC;&#x2122; needs and expectations through competence, innovation, and teamwork. We proactively explore product opportunities to better serve our customers.

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 At The Herbery, we treat every person with kindness and humility. We value and recognize every individual for their unique skills, talents, and contributions. We stay present in the moment and actively listen to understand others. Weâ&#x20AC;&#x2122;re curteous, responsive, and professional.

Accountability We take ownership of, and responsibility for, actions, risks, and results, and use outcomes as learning opportunities. The Herbery strives to give and seek clear expectations to all staff and clientelle.

PRINCIPLES & VALUES

Primary Values:

Integrity Guiding Principles Obtaining the highest

The Herbery acts in all endeavors with an ethical, honest mindset and in a professional manner. We honor our commitments, keep promises, and build trust. The Herbery is truthful in all actions and communications.

return on our investment portfolio to survive, prosper, and grow in a safe and prudent manner. Maintaining public trust by being an ethical, sensitive, effective, and cost-efficient organization in service to employers and employees alike. Sustaining our role as a respected leader in the cannabis instustry.

Openness We approach every situation with good intentions. Weâ&#x20AC;&#x2122;re receptive to new and diverse ideas while we listen, cooperate, and share across the organization. The Herbery encourages a trusting environment by being genuine and transparent in actions and communcations.

Balance The Herbery supports a healthy personal and professional balance. We mainatin focus on our long-term goals with meeting short-term needs. We embrace opportunities for personal and professional development and support an evnironment that is optimistic and enjoyable in which relationships can prosper across our organization and communities.

Logo

LOGO The primary logo is horizontal with the icon ‘b’ in teal. ‘the’ is always lowercase and the slogan ‘Premium Cannabis’ is always in uppercase with ‘Cannabis’ in the same teal aligned with the ‘b’ icon.

Primary logo on dark

Primary logo on light

Clearspace

0.5 in 48 px

Keep a 0.5 inch margin on all sides of the logo on print designs. Web designs should have a 48 pixel margin on all sides of the logo.

Smallest Size The primary logo’s smallest size is 0.5 inches in width and a 50 pixel width for web design.

0.5 in

48 px

48 px 0.5 in 48 px

Monochrome logo on dark

Monochrome logo on light

Minimum size

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

ICON The icon is to be used when there is minimal space or the primary logo is too complex for the design.

Primary icon

Black icon

White icon

Minimum size

Maximum size

Icon clearspace

Clearspace Keep a 0.5 inch margin on all sides of the logo on print designs. Web designs should have a 48 pixel margin on all sides of the logo.

Smallest Size The iconâ&#x20AC;&#x2122;s smallest size is a 0.5 inches width and a 50 pixel width for web design.

min print size: 0.25 in min web size: 10px

Largest Size The iconâ&#x20AC;&#x2122;s largest size is 3/4 inches in width and a 60 pixel width for web design.

max print size: 0.75 in max web size: 60px

print clearspace: 0.25 in web clearspace: 24 px

WHAT NOT TO DO Do not alter the logo to the point where it detracts from The Herberyâ&#x20AC;&#x2122;s brand. The logo should not change because of the design or layout of the product; the final product needs to enhance the logo and the brand of The Herbery.

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 two color palette with neutral secondary colors of blackest black and whitest white.

Primary Color

Secondary Color

BREAKDOWN

Noâ&#x20AC;&#x2122;s & Tints

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 Solomon Deco is the font to be used as a decorative elements and Titles. Solomon Deco 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!@£$%

TYPEFACE

Typography Solomon is the font to be used for Titles and Headlines. Do not use Solomon for large sections of text. Solomon font 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!@£$%

TYPEFACE

Typography Brandon Grotesque font is used for all blocks of content in a design. This icludes paragraphs, contact information, captions, and subtitles. Brandon Grotesque 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. Solomon Deco, or elements of Solomon Deco, should only be used for titles and main attention getters. Solomon Black may also be used as a title. Headlines should be in Solomon font only. All other text, and blocks of text, should be in Brandon Grotesque.

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 to the public. Use these keywords as guidelines when creating content for social media posts, advertising material, and marketing pieces.

Professional Genuine Up-beat Positive Serious Caring