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the official graphic standard
Balance Bowl Style Guide Please refer to this official document before beginning any creative project for Balance Bowl Any questions can be sent to: hi@blncelyfe.com
TA B L E O F C O N T E N T S 5
About Us
7
Logo Specifications
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Color Palette
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Typography
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Business System
27
Marketing
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Promotional Items
3
ABOUT US We at Balance Bowl have a strong belief that the key to a balanced day is by starting it off right with a healthy meal. With the hustle and bustle of the day to day, we know that it gets difficult to find time to pack a snack let alone eat a good breakfast. This is where we believe we can help! Our brand promotes health, well-being, and a balanced quality of life. We believe that through quality ingredients and sustainable practices, we can bring our customers a product they deserve. This manual will explain how to apply the Balance Bowl brand through various means of communication. If you have any questions please contact the Balance Bowl brand identity group at hi@blncelyfe. com. We hope you enjoy this style guide!
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LOGO SPECIFICATIONS
LO G O D E TA I L S Balance Bowl’s logo design comes from the idea that finding balance is a continuous goal. The circular and rounded shapes show the brand’s ability to move naturally with the consumer towards their daily and long term goals.
P R I M A R Y LO G O
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The primary logo consist of a solid circular badge with the components of a bowl, spoon handle, and steam within it. The single straw of oat cuts through the bowl. The company name is located at the bottom right of the badge. This logo shall be used only when it is fully legible.
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C L E A R S PA C E b
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Just like us, our logo needs some space. Use the ‘b’ in balance or bowl as a unit to measure the perimeter of the logo’s clear space.
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MINIMUM SIZE 2.5�
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The smallest our logo should be represented is 2.5 inches
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Our logo’s two main color variations are Fresh Grass green and black. However, if there should be any diversion from these two, please refer to our color palette.
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C O L O R VA R I AT I O N S
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S E C O N DA R Y LO G O The secondary logo drops the large circular badge and company name to create a stand alone steaming bowl.This logo shall be used when the primary logo is no longer capable.
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C O R R E C T U S AG E These versions of the Balance Bowl logo are acceptable.
1 . G R AY S C A L E / B & W
2 . C O LO R E D BAC K G R O U N D
This version is acceptable for print or web use if full color is not used.
When on a colored background, the logo must have enough contrast to be visible. The brand name must be white permitting contrast and legibility.
3. BUSY BACKGROUND
4 . F U L L C O LO R
On any textured background, there must be enough contrast for the logo to be legible.
Refer to the color palette for approved logo color variations on a white/ light background.
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I N C O R R E C T U S AG E These versions of the Balance Bowl logo are against our guidelines.
1 . I N C O R R E C T R OTAT I O N
2 . C O LO R E D BAC K G R O U N D
The company should always be at the lower right corner of the logo. It is also against guidelines to rotate the logo in any other way than presented.
Use colors approved on the color palette if necessary or available.
3 . C O LO R U S AG E
4. INCORRECT PROPORTION
The company name must either match the primary logo mark or be in white. Any other color is not permissible.
It against logo guidelines to distort, stretch, skew, warp, or compress the Balance Bowl logo.
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COLOR PALETTE
C O L O R PA L E T T E Balance Bowl prides itself in using all natural, organic, and sustainable products and we want to reflect this in our color palette! The colors here are based off of some of our favorite images of calming sunsets, wispy cattails, and luscious succulents.
Blueberry # b8c7ee C: 26 M: 16 Y: 0 K: 0 R: 184 G: 199 B: 238
Honey # ffd97e C: 0 M: 14 Y: 60 K: 0 R: 255 G: 217 B: 126
Peaches n’ Cream
Fresh Grass # 8f9c6e C: 47 M: 27 Y: 67K: 4 R: 184 G: 199 B: 238
Greek Olive #757867 C: 54 M: 42 Y: 59 K: 15 R: 117 G:120 B: 103
Cattail
# b8c7ee C: 2 M: 31 Y: 48 K: 0 R: 246 G: 185 B: 138
#a48266 C: 34 M: 46 Y: 62 K: 8 R: 164 G:130 B:102
Wild Oats
Chocolate Nib
# e0d4c6 C: 11 M: 14 Y: 20 K: 0 R: 224 G: 212 B: 198
#9b8b78 C: 40 M: 40 Y:52 K:6 R:155 G:139 B: 120
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TYPOGRAPHY
T Y P E FAC E The typefaces that are used within Balance Bowl are based on the clean and simple sophistication of our brand. Century Gothic and ITC Avant Garde Gothic STD are chosen because they both have a round and light character that matches our company’s style.
C E N T U R Y G OT H I C Century Gothic consists of circular apexes and sharp points. This typeface gives a modern but welcoming feel.
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ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789
ITC AVANT GARDE GOTHIC STD This typeface’s thin features and round apexes creates a light and airy look. The same typeface in condensed creates some more structure and balances out the overall look.
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ABCDEFGHIJKLM N O P Q R ST UV W XY Z abcdefghijklmn opqrstuvwxyz 0123456789
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ABCDEFGHIJKLM N O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz 0123456789 21
BUSINESS SYSTEM
BUSINESS SYSTEM The theme of natural sophistication and balance is also seen in our business system. With sustainability as one of the main goals of our company, we have chosen to use recycled paper and cardboard for our letters, envelopes, and business cards. We hope that in doing so, we can create a balance in our natural world, as well.
LETTERHEAD Size
8.5 x 11 in
Typeface
ITC Avant Garde Gothic STD Extra Light
Color
C: 47 M: 27 Y: 67 K: 4 Logo mark
Details
Contact Information and detailing embossed in gold; P Process black body copy
BUSINESS CARD Size
3.5 x 2 in
Typeface
ITC Avant Garde Gothic STD Extra Light ITC Avant Garde Gothic STD Book
Color
C: 47 M: 27 Y: 67 K: 4 Logo mark
Details
Company name embossed in gold; secondary logo on back
E N V E LO P E Size
9.5 x 4.125 in
Typeface
ITC Avant Garde Gothic STD Extra Light
Details
Logo embossed in gold; return address in back lower right corner
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MARKETING
MARKETING We firmly believe in having balance in our lives, and this means mixing work with play! We enjoy interacting with our customers, so expect a lot of environmental, mobile, and online marketing from our company.
MOBILE Rather than having just stationary advertisements like billboards or bus benches we opted for a more mobile option. Bike drawn billboards will ride around cities and parks advertising our brand and website as well as our brand’s belief in healthy living and sustainability.
WEB Our company webpage reflects the same simple sophistication of our brand. The logo should be displayed on the homepage along with a rotation of 3-5 background images and inspirational quotes. The homepage should also feature products, our background on Sustainability, and/or new announcements. There should also be links to guides on creating a balanced lifestyle and other tips.
E N V I R O N M E N TA L Engaging with our customers is one of our top priorities. Through interactive marketing such as the yoga mat station on the left, we hope to draw in customers to our brand and show them the fun side of breakfast brands. And since health goes hand in hand with balance, we hope these types of marketing can become wide spread for our brand.
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PROMOTIONAL ITEMS
PROMOTIONS We want our promotional items to fit into the busy and hectic lives of our customers. We hope that these items, emblazoned with our logo, will bring some balance and joy to our customers.
TO - G O C O F F E E P R E S S
R E U S A B L E W AT E R B OT T L E S
In a morning rush we believe that coffee is the second most important necessity, other than our Balance Bowls! This tumbler doubles as a coffee press and has our logo right on the center!
These water bottles are made of durable glass and the lids are made from sustainably grown lumber. These bottles should get thousands of uses and promote our brand each use!
BASEBALL TEE
R E U S A B L E TOT E BAG
These comfortable baseball tees are made from bamboo fibers and are perfect for those on the go. We believe in inclusivity and have these tees available in styles for men, women, children, pets, and anyone in between!
Our reusable tote bags can fit a variety of things that our customers might need for their busy day. Whether it’s groceries, more Balance Bowls, water bottles, thermoses, books, or work files, it will fit in our reusable tote bag.
A L A R M C LO C K We want our customers to wake up with our brand in mind. Our alarm clock will get our customers up and ready to start their days with our delicious oatmeal!
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Samantha Yip 226 Peace Ave. Los Angeles, CA 90012