Wanderlust Nutrition Brand Guide by pipandcricket

BRAND GUIDE

THE VALUE OF CONSISTENCY Keeping your brand cohesive is essential to the professionalism and stability of the identity. In this guide you’ll find helpful tips to keep your logo usage and brand identity consistent without questioning how and when to use your new assets. 2

OUTDOORSY HEALTHY CLEAN

CONCEPT & VISUALS This concept is really clean and

portrayed through the badge-like emblems,

straightforward. I thought of this one almost

and using letters in “wanderlust” to signifiy

like a “back-to-basics’ approach. It’s very clean

a compass for example: W - west, N - north,

with outdoorsy and healthy elements. The

and WaNdErluSt (WNES - west north east

simple shapes and lines form a tree and a root

south), the basic direction of a journey.

vegetable. The clean, simplified approach can be synonymous with wanderlust and camping

The typography is simple and clean to

outdoors – the simple act of cooking food

compliment the lines in the mark.

over a fire is getting back to the basics of meal preparation. Therefore, this design is

The colors are bright, yet not too bold, and

clean, simple, and leans into a camping and

tie back into nature and the feeling of a

wanderlust approach. The camping concept is

tranquil morning.

PRIMARY LOGO This is the main logo that will be placed across various platforms (including website, social media presence, ads, and other materials) to represent your brand. Using this design consistently will help audiences easily identify your work and services. Applying the logo with care and respect to these guidelines is essential to the professionalism of the brand. This primary version of the logo is the horizontal wordmark, so it’s perfect to use when space is limited, and your brand name must be clearly displayed. For example, display this version of the logo on primary touchpoints - business cards, presentations, and printed materials.

SECONDARY LOGOS These logo variations, or secondary marks, are used to supplement the brand in various instances. Use these variations in place of the primary logo, and never directly next to the primary logo, as it is repetitive to the audience. Proper use of these elements is important for displaying your brand properly and included is a breakdown of when to use these logos in place of your primary logo.

A . H O R I Z O N TA L (O R “ W O R D M A R K ”) L O G O : This is a wide form of the primary logo. Use this logo when vertical space is limited, and a more horizontal application is appropriate. For example, advertisements, website navigation, etc. B . E M B L E M (O R “ B A D G E ”) : Use this when the primary logo is not necessary, but brand name should be displayed. Use this mark when viewers are familiar with the brand. For example, use this logo on the second page of printed materials, letterheads, presentations, or as a watermark on photos. C. MARK: Use this design when the primary logo is not necessary, or if the brand name is already displayed in plain text. For example, in social media profiles, favicons, or icons on website.

ALTERNATIVE VARIATIONS When the primary and secondary logos are not used, these logo variations, or alternative logos, may be used to supplement the brand in a more informal setting. Use these variations in place of the primary logo, and never directly next to the primary logo, as it is repetitive to the audience. These designs may represent a subsidiary section of the brand, or they may used instead of the primary designs, as a more casual and fun approach on marketing materials. A. MONOGRAM: Similar to the plain mark, use this design when the primary logo is not necessary, or if the brand name is already displayed in plain text. For example, in social media profiles, favicon or icons on website. B . A LT E R N AT E B A D G E / M O N O G R A M : Use this when the primary logo is not necessary, but brand name should be displayed. Use this mark when viewers are familiar with the brand. For example, use this logo on the second page of printed materials or presentations, or as a watermark on photos. C & D. A LT E R N AT E M A R K S / A C C E N T M A R K S Similar to the emblem/badge use this design when the primary logo is not necessary, or if the brand name is already displayed in plain text. Use this mark when viewers are familiar with the brand. For example, use this logo on the second page of printed materials, letterheads, presentations, or as a watermark on photos.

COLOR USE When using the primary logo or secondary variations, choosing a color to use is often dependent on the background color.

A. PRIMARY FULL COLOR This logo is the full color version. It is only appropriate to use this full color logo on a white background. A. SECONDARY FULL COLOR This logo is the alternate full color version. It is only appropriate to use this

The logos will mostly be used in full color (A & B ). When that isn’t an option, please use a variation (C-F).

full color logo on the branded tan/beige background. The light blue text has been adjusted to be the navy blue for high contrast and readability. C . & D. R E V E R S E D O U T When a white background is not available, it is appropriate to use a white (aka reversed logo)variation on a black, dark, or color background, where the color in the logo that disappears is reversed out to white. Never put the full

Included is a breakdown of how to use the logo with the brand colors on solid background.

color reversed out logo on a full brand color background. E . & F. O N E C O L O R VA R I AT I O N S When the full color logo is not available, it is appropriate to use the onecolor navy logo on a brand color background (D). It is also appropriate to use a black, or navy color logo on a white background (E).

PHOTO BACKGROUND When placing the primary logo or

The contrast between the logo and the

secondary variations, on a photo

photo background must make the logo

background, it is important that the

easy to read. In most cases, it is acceptable

photo content is not obstructed by the

to use a white or dark version of the logo,

logo, and vise versa.

other brand colors may be difficult to read depending on the photo.

A. BE MINDFUL OF CONTENT

B . A D D A D A R K O V E R L AY

Don’t place the logo over a complicated or low contrast part of the

Do add a black transparent overlay when necessary over the photo,

image, where details are disrupted. - both in the logo and the image.

and under the logo. This is useful on website pages, presentation decks, marketing materials, etc.

MINIMUM SIZE

MINIMUM HEIGHT 0.50"

POSITIONING When resizing, or scaling, the logo, it is important to be mindful of clear space around the design, as well as the readability

MINIMUM HEIGHT 0.35"

when the logo is small. The primary logo should never be smaller than 0.50" tall when scaled down. When placing logos with other content, always leave clear space around the logo for cleanliness. This space isolates the design without allowing other content to overcrowd, clash with, or diminish the integrity of the design. 16

MINIMUM HEIGHT .75"

CLEAR SPACE

A. PROPORTION

B . R O TAT I O N

C . R E- C O L O R I N G

Don’t squish or stretch the logo to fit it

Don’t rotate the logo.

Don’t change the color of the logo. Use the color

into a space. Always scale proportionally or

options provided in the final logo files.

use the included variations.

DIETITIAN

D. C L E A R S PA C E

E . R E-S I Z I N G O R A D D I N G E L E M E N T S

F. U S I N G C O L O R VA R I AT I O N S

Don’t add any elements to the clear space

Don’t scale, or re-size, any elements of the logo.

Don’t put a mid-tone logo on a mid-tone

surrounding the logo.

Additionally, do not add any unofficial elements

background. Be sure to always make sure

to the logo.

there is high contrast between the logo and it’s background.

G. ST YLING EFFECTS

H . R E-A R R A N G I N G

I . A D D I N G A C O N TA I N E R

Don’t add a drop shadow or other

Don’t re-arrange parts or create new

Don’t contain the logo in a box on a background.

styling effects to the logo. See

compositions of the logo. When applicable,

Use the proper logo file to place a transparent

pages 12 & 14.

use the secondary logos instead.

logo background on a photo or solid color.

UNACCEPTABLE USAGE Consistency with placement and use of the logo is essential to maintain the integrity of the brand. The logo should never be re-colored, altered, distorted, skewed, squished, or compromised in any way other than the recommended use outlined in this guide. Included are examples of wrong ways of using the logo, that should NEVER be done.

TYPOGRAPHY

WHERE TO DOWNLOAD

Using these fonts consistently with proper styling and usage across all applications is important for a strong brand identity. The primary typeface within the logo is Brandon Grotesque, although it has been slightly modified to create a custom look.

BRANDON GROTESQUE (BL ACK)

Use for headlines

Brandon Grotesque Black can be found on myfonts.com for purchase. It’s also on fonts.adobe.com to be activated with an Adobe Creative Cloud subscription. When Brandon Grotesque cannot be used, please use Lato (download from Google Fonts) or Nourd Typeface (available on Canva.) Roboto Slab Regular is available on fonts.google.com to download for free. It’s also on fonts.adobe.com to be activated with an Adobe Creative Cloud subscription. It is also available on Canva. Holiday can be found on creativemarket.com for purchase. It is also available on Canva.

ABCDEFGH I JKLMNOPQRSTUVWXYZ

UPPERCASE

-15 letterspacing BRANDON GROTESQUE (BL ACK)

Use for sub-headlines

ABCDEFGHIJKLMNOPQRSTUVWXYZ

UPPERCASE

200 letterspacing ROBOTO SL AB (REGUL AR)

Use for body copy Sentence case

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0 letterspacing ROBOTO SL AB (REGUL AR)

Use for short accent phrases Sentence case

0 letterspacing 20

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

HEADLINE

S U B -H E A D L I N E

BODY TEXT

PLANT-FORWARD JOYFUL EATING EVIDENCE BASED NUTRITION EDUCATION Nitis vendae volor assitae pos rectes que quam erunte apic te natium, simus dolorer ectotat quassi con nis es remodipis dolori tem estionse sita estia sequi ratquia. Dae quis ulles et, volupitas susdame sitisit, sunt quam et expella consequae di blaboremod eostis quunt odis est quos ex eius, teni quibus de volupti orporrore nitin.

ACCENT

Getting back to basics 21

PRIMARY PINE GREEN PA N T O N E : P M S 3 57 C C M Y K : 80 / 9 / 88 / 60 R G B : 33 / 88 / 52 H E X : #2 1 5834

MORNING SKY BLUE PA N T O N E : P M S 5 5 0 C C M Y K : 4 4 / 10 / 6 / 0 R G B : 1 41 / 1 86 / 2 1 6 HEX: #8DBAD8

COLOR PALETTE The pine green represents nature, the

environment, growth, and nutrition. It helps ground the design.

SUNSET YELLOW PA N T O N E : P M S 1 3 1 C C M Y K : 0 / 39 / 10 0 / 1 1 RGB: 205 / 140 / 0 H E X : # C D 8 C 00

The light morning sky blue represents tranquilty, peace, and a calm quality along with nature. It is light to add contrast to the design.

The accent sunset yellow color adds a bit of energy, and boldness which makes the

design memorable. This “ocher” color has traditionally been connected with the

natural world - glow of the sun and dirt

ACCENTS AEGEAN BLUE PA N T O N E : P M S 7470 C C M Y K : 97 / 19 / 14 / 48 R G B : 0 / 9 1 / 118 H E X : #0 0 5 B 76

STONE PA N T O N E : P M S 75 3 4 C C M Y K : 14 / 1 2 / 1 7 / 0 R G B : 2 0 8 / 2 0 5 / 2 02 HEX: #D0CDCA

MOSS GREEN PA N T O N E : P M S 57 7 3 C C M Y K : 38 / 2 2 / 5 9 / 18 R G B : 138 / 145 / 10 6 H E X : #8 A 9 16 A

CHARCOAL PA N T O N E : P M S 75 4 5 C C M Y K : 74 / 5 0 / 3 1 / 3 6 R G B : 6 5 / 8 5 / 10 5 H E X : #415 5 69

of the earth.

BRANDED ASSETS Along with your logos, you’ll also receive a branded pattern file. To use as an accent piece in print materials, on your website, or in documents. You will also receive a few social media profile photos to choose from. The social media profile photos and website has also been mocked up in this guide. 24

FINAL FILES

You’ve received several final files of your new logo assets. This allows for your logo to always look it’s best in a variety of uses. The logos you receive are broken down into two categories, print vs. web, because the color profiles are slightly different for each application. When printing designs, a digital printer typically uses four process colors Cyan, Magenta, Yellow, Black (CMYK) to create the colors in the design. When viewing your designs online or on a screen (video, website, TV, phone, tables, etc.), these devices use three colors, Red, Green, 26

and Blue (RGB) to create the colors in the design.When designing, I try to select solid coated Pantone colors from the Pantone Color Matching System (PMS). Pantone is a largely a standardized brand and color reproduction system that makes your color with one special ink formula. Printing Pantone colors is only available through specific professional printing methods, therefore, we translate the Pantone colors into process print (CMYK) and web (RGB) color values to recreate that color on a variety of applications.

PRINT (CMYK) FILES

WEB (RGB) FILES

As you can assume, these files work best for

These files work best for web or on-screen

print applications (letterheads, business cards,

applications (mobile devices, tablets, television,

brochures, postcards, magazines, etc.)

computers, videos, websites, etc.)

EPS FILE

An .eps file is a vector file that is infinitely scalable and high-resolution with

a transparent background. It can only be used in specific software including

Adobe programs.

JPG FILE

A .jpg file is a very common compressed image file. This file format is

A .jpg file is a very common compressed image file. This file format is not

not meant to be scaled up, as it loses quality. It automatically has a white

meant to be scaled up, as it loses quality. It automatically has a white

background flattened with the design.

PDF FILE

PNG FILE

A .pdf file is a very common file that can contain infinitely scalable and

A .png file is common across web applications. It is very similar to a jpeg file

high-resolution vector designs when opened with editing software (Adobe

in resolution and quality, but it can contain a transparent background. It’s

programs). It can be saved with a transparent background.

not recommended to scale up png files as they lose quality.

MOVING FORWARD

Refer back to this guide when questioning how to use your new brand elements and even reach out for help (meow@pipandcricket.com). This guide allows for enough flexibility for you to use your new elements how you see fit, with staying consistent across all platforms. 28

MEOW@PIPANDCRICKET.COM

PIPANDCRICKET.COM