Visual Identity Reference March 10, 2015
Contents
Identity 3 Clear Space 4 Minimum Size 6 Typography 7 Color 8 Application 9 Contact
If you need assistance, please contact: Simon Cheng Email:Â simon@piquetea.com Phone:Â +1 415 799 8828
PIQUE Visual Identity Documentation 2
Identity Wordmark
Wordmark with Descriptor
The PIQUE identity consists of the symbol, the wordmark, and the descriptor. These are the pieces that make up the logo suit.
Symbol
PIQUE Visual Identity Documentation 3
Clear Space
Clear space is the area surrounding a PIQUE lockup, symbol and wordmark, that must always be free of text and graphics. Each of the PIQUE identities has “clear space� built into the artwork file. This clear space is the minimum amount of space; more clear space is encouraged whenever possible. Note: Clear space is illustrated with the horizontal lockup and is shown in light blue outline. The same guidelines apply to all of the PIQUE lockups, symbol and wordmark.
PIQUE Visual Identity Documentation 4
Identity Lockups
The PIQUE symbol, wordmark, and descriptor are configured into various lockups for flexibility in use. Please do not use logo smaller than the recommended minimal size as the identity will not reproduce appropriately.
V e r t i c a l L o c ku p
This lockup is currently the primary lockup.
H o r i z o n t a l L o c ku p
ALTERNATE HORIZONTAL LOCKUP
This lockup is used when vertical space is limited.
This lockup, in which our leaf symbol is the dominant element, will replace the horizontal lockup in the future.
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Minimum Size 3"
3.75"
1½"
1½"
To ensure clarity and legibility, a minimum size has been established. The minimum size is measured from the outermost points, excluding the TM legal mark. The minimum measurements are shown below. Do not use any of the lockup versions, symbol or wordmark in sizes smaller than the minimum shown.
1/8"
PIQUE Visual Identity Documentation 6
Typography PRIMARY
Chronicle Text G1 is the primary typeface: • Used for titles and headlines. • In packaging it is used for product names and romance copy. Three weights are available: bold, semi-bold and roman.
Chronicle Text G1 Bold
ABCDEFGHIJKLMabcdefghijklm0123456789
Chronicle Text G1 Semibold
ABCDEFGHIJKLMabcdefghijklm0123456789
Helvetica Neue (Light and Medium) is our secondary typeface and is used for body copy.
Chronicle Text G1 Roman
ABCDEFGHIJKLMabcdefghijklm0123456789
SE C ONDARY
Helvetica Neue Medium
ABCDEFGHIJKLMabcdefghijklm0123456789 Helvetica Neue Light
ABCDEFGHIJKLMabcdefghijklm0123456789
This Is A Headline This Is A Headline This Is A Headline This is body copy. Lorem ipsum dolor ota nonsequid modiore eos re eatur? Im volo ea corum aut reniet adis apelece ssequam rerspiet.
This is body copy. Lorem ipsum dolor ota nonsequid modiore eos re eatur? Im volo ea corum aut reniet adis apelece ssequam rerspiet.
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Colors Primary
Secondary
BROWN
ORANGE
GREEN
MAGENTA
OAT
CMYK MIX
CMYK MIX
CMYK MIX
CMYK MIX
CMYK MIX
RGB MIX
RGB MIX
RGB MIX
R:62 G:174 B:44
RGB MIX
RGB MIX
R:225 G:125 B:0 PANTONE COATED
PANTONE COATED
PMS 361C
PANTONE COATED
PANTONE COATED
PMS 138 C
PANTONE UNCOATED
PANTONE UNCOATED
PANTONE UNCOATED
PANTONE UNCOATED
The PIQUE color palette consists of one primary color and three secondary colors. Dark Brown is the primary color and is used for large type whenever color is available for printing. Orange, Green, Magenta and Oat make up the secondary palette. They represent the flavor categories matching the “magic in the water” colors on PIQUE packaging. Note: In lieu of the colors shown on this page, you may use PANTONE® Colors, the standards of which are shown in the current edition of the PANTONE formula guide. The colors, CMYK and RGB breakdowns shown on this page have not been evaluated by Pantone for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Color Publications for accurate color.
PANTONE® is the property of Pantone LLC.
C:50 M:70 Y:80 K:70 R:46 G:30 B:27 PANTONE COATED
PMS 4975 C
PANTONE UNCOATED
PMS 7449 U
C:04 M:57 Y:100 K:00
PMS 138 U
C:70 M:00 Y:100 K:00
PMS 361 U
C:10 M:100 Y:00 K:05 R:203 G:0 B:124 PMS 233 C PMS 233 U
C:51 M:53 Y:66 K:19 R:121 G:103 B:85 PMS 7531 C PMS 7505 U
PIQUE Visual Identity Documentation 8
Application
Packaging
The overall look and feel conveys the brand attributes—authentic, simple, inventive and empowering. The visual language expresses the “magic in the water”.
PIQUE Visual Identity Documentation 9
Application
Sc r e e n
When space is limited, use the wordmark with descriptor to build name recognition.
TM
PIQUE Visual Identity Documentation 10
Application
Advertisement
It is recommended to use the full lock-up (symbol, wordmark and descriptor) in print advertisements, as a first read, to further establish the brand and brand recognition.
PIQUE Visual Identity Documentation 11
Application
Exterior and Promotional
Brand elements outside of the defined lock-ups can be deployed, if and when, a more fluid use of the identity will encourage visibility and brand recognition.
TM
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Application
Promotional execution
Inventive execution of the brand elements can be deployed to convey the brand attributes. The symbol is projected on to screen here for intrigue and impact.
TM
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www.piquetea.com
Color Palette
Primary
Secondary
C:50 M:70 Y:80 K:70 R:46 G:30 B:27 (or PantoneÂŽ 4975 C, 7449 U)
C:04 M:57 Y:100 K:00 R:225 G:125 B:0 (or Pantone 138 C)
Coated for logos and sachet
Uncoated for box
C:70 M:00 Y:100 K:00 R:62 G:174 B:44 (or PANTONE 361 C)
C:10 M:100 Y:00 K:05 R:203 G:0 B:124 (or Pantone 233 C)
C:51 M:53 Y:66 K:19 R:121 G:103 B:85 (or Pantone 7531 C, 7505 U)
Color Palette
Primary
Secondary
C:50 M:70 Y:80 K:70 R:46 G:30 B:27 (or PantoneÂŽ 4975 C, 7449 U)
C:04 M:57 Y:100 K:00 R:225 G:125 B:0 (or Pantone 138 C)
Coated for logos and sachet
Uncoated for box
C:70 M:00 Y:100 K:00 R:62 G:174 B:44 (or PANTONE 361 C)
C:10 M:100 Y:00 K:05 R:203 G:0 B:124 (or Pantone 233 C)
C:51 M:53 Y:66 K:19 R:121 G:103 B:85 (or Pantone 7531 C, 7505 U)