Brand Guidelines designing for the prisoner’s apothecary
Table of Contents
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THE PRISONER’S APOTHECARY
01. The Brand 4
What We Value ..................................6
Our Mission..................................... 8
Who We Are .....................................10
02. The Logo 12
Primary Logo...................................14
Logo Dimensions + Spacing................16
Coloring the Logo............................20
How to Use the Logo......................... 24
Ident. Commolu Logo............................... ptaquate liquiatur reni omnienem et Secondary 28 aceptas peratquoste et mo cusda si oditectiores ut labo. Ebit, officim aximenim que lacea dolo beritae pudaest, ut qui nonecerem estis dolupid qui aut ullabor apedior iorerum quiame consequ atiosan dendiat umquis non eum venda quoditis aut odit essusda ntiste core palette ....................................32 niam faccust, ut qui sequam qui conem volore con renientio ent quepalette del invellu............................34 ptatur, tem. Sedit aut omnis secondary nost verferisquod ut accum auta ne andit, ut magnimolor ad ullam re volupta doluptatiist quam dolessimus doluten deraeprem con remporibus maximolore por aspelesto voluptae sus et omnia vercitate nate dolecupta aut hic totat. Liquid et molenda ipsanit untotae et ea qui destiae eri-
03. Color 30
04. Typography 36 05. Photography 38
categories ......................................40
BRAND GUIDELINES
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01 4
THE PRISONER’S APOTHECARY
The
Brand
BRAND GUIDELINES
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THE PRISONER’S APOTHECARY
What We Value Connection Problem-Solving Goodness Accountability Authenticity Growth
BRAND GUIDELINES / THE BRAND
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THE PRISONER’S APOTHECARY
Our Mission To help folkx living in communities affected by mass incarceration heal with free plant medicine and community building.
BRAND GUIDELINES / THE BRAND
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Who We Are Abolitionists. Dreamers Changemakers. Herbal Healers.
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THE PRISONER’S APOTHECARY
01 04
abolitionists
herbal healers
We are designed to help all
We believe nature offers the
on punishment and control.
icine comes from the Earth.
rethink America’s reliance
We
believe
best medicine, so our med-
another
We take personal account-
world without prisons.
vision for a peaceful world.
world is possible ďż˝ a
dreamers
ability to fight for the our
changemakers
02 03
BRAND GUIDELINES / THE BRAND
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02 12
THE PRISONER’S APOTHECARY
The
logo
BRAND GUIDELINES
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Primary Logo The logo is inspired by old school woodtype from the 1900’s when slavery was abolished.
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THE PRISONER’S APOTHECARY
BRAND GUIDELINES / THE LOGO
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Logo dimensions + spacing
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THE PRISONER’S APOTHECARY
Clear Space The clear space around the logo should be two times the width of “P for top and bottom, and two times the height of “P” for left and right spacing.
300px
Smallest Size The smallest size the logo should be displayed at is 300px.
BRAND GUIDELINES / THE LOGO
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Logo dimensions + spacing Placement Logo should be centered horizontally.
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THE PRISONER’S APOTHECARY
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coloring the logo Colored Backgrounds When placed over a color background. use the guide to the right for easy pairings.
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THE PRISONER’S APOTHECARY
bg color logo color
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coloring the logo Large Sizes When displayed at large size, color should be selected from core palette appropriate to the design.
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THE PRISONER’S APOTHECARY
BRAND GUIDELINES / THE LOGO
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how to use the logo Bad Usage
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THE PRISONER’S APOTHECARY
Color Problem Logo is not using the correct color combinations.
spacing Problem Logo does not have correct clear space margins.
stretched Logo ratio is distorted; was stretched wider than
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how to use the logo Good Usage
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THE PRISONER’S APOTHECARY
Color combination works Logo uses correct color combinations.
Clear space Problem Logo does not have correct clear space margins on top.
positioning problem Logo is not vertically centered.
BRAND GUIDELINES / THE LOGO
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Secondary Logo The secondary logo is inspired by the stamp. It can be used at smaller sizes when the primary is not appropriate.
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BRAND GUIDELINES / THE LOGO
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03 30
THE PRISONER’S APOTHECARY
brand
color
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Core Palette When the communication is about the brand itself, the core colors should be used alone.
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THE PRISONER’S APOTHECARY
Confederate Rose
#EBAFB7
PANTONE 2026 C
R G B
Olive Leaf
#42642F
238 90 48
C M Y K
1 80 91 0
PANTONE 156-16 C
R G B
66 100 49
C 74 M 39 Y 100 K 30
R G B
238 90 48
C M Y K
Revolution Red PANTONE 2026 C
#EE5A30
1 80 91 0
Violet Blooms
New Orleans Blue
PANTONE 2104 C
PANTONE 2026 C
#45318D
R G B
69 49 141
C M Y K
91 99 4 0
#22477A
R G B
34 71 122
C M Y K
96 79 26 11
Herb Green
Sunshine Yellow
PANTONE 580 UP
PANTONE 7404 C
#CBDF9F
R G B
18 37 58
C M Y K
93 78 50 56
#FF0D43F
R G B
240 212 63
Light Rain
Night Storm
PANTONE 2026 C
PANTONE 533 C
#94BCCA
R G B
238 90 48
C M Y K
1 80 91 0
#12253A
R G B
18 37 58
C M Y K
7 12 87 0
C M Y K
93 78 50 56
Secondary Palette To be used when additional colors are needed. Use color according to the mood and tone you intend to set.
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BRAND GUIDELINES
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brand
typography BRAND GUIDELINES
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Titles
Subtitles
Body
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THE PRISONER’S APOTHECARY
Brothers Bold
ABCDEFGHIJKL MNOPQRSTUVW XYZ1234567890 Bluu Suuperstar Bold
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVv WwXxYyZz1234567890
Aktiv Grotesk Font Family
Menim eratque nonestem exceria quatur a et volum qua-
tur remquis incieni comnis eate es exceria quis aborentus re eum rem quate de sequis ut in eum rehene enis etur aceribeat ped eate pra vendell endae. Apelicta iundit
dolupta tectest molest restiates de il incia cone sinctem fuga. Delessim lita vent apici quat.
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brand
photography BRAND GUIDELINES
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Photography: Categories Commmunity Gardening Plants Portrait
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COMMUNITY
GARDENING
plants
portrait
ACTIVISM
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“Be the change you wish to see in the world.”
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