GRAPHIC STANDARDS GUIDE
OUR BRAND WHO WE ARE
WHAT WE STAND FOR
We are a team of like-minded individuals who share an enthusiasm for providing high-quality products and care for our customers. We focus on producing soaps that are crafted by hand and with love.
Lucero prides itself by committing to using all-natural ingredients and making sure that our practices are eco-friendly. We stand for living naturally and happily.
OUR MISSION
OUR VALUES
Lucero’s mission is to create high-quality and natural products that will change your perspective on handmade soaps. We want our products to be unforgettable.
• artisanal production • sustainability • ethical manufacturing • cruelty-free and eco-friendly practices
“Shine brighter than ever before with Lucero. It’s our promise.” —Lucy Pamela, Founder and CEO
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Lucero Artisanal Soaps | Graphic Standards Guide
CONTENTS 1.0 CORPORATE LOGO DESIGN 1.1 Brandmark Design and Use 5 1.2 Incorrect Brandmark Use 6 1.3 Brandmark Clearspace 7 1.4 Signature Design and Use 8 1.5 Signature Misuse 9 1.6 Signature Clearspace 10 1.7 Minimum Sizes 11 2.0 CORPORATE TYPOGRAPHY 2.1 Primary Typeface 13 2.2 Secondary Typeface 14 2.3 Stylesheets 15 3.0 CORPORATE COLOR PALETTE 3.1 Primary Color Palette 17 3.2 Secondary Color Palette 18 3.3 Tertiary Color Palettes 19 4.0 CORPORATE PLACEMENT 4.1 Letterhead Placement 21 4.2 Business Card Placement 22 4.3 Envelope Placement 23
5.0 CORPORATE EPHEMERA 5.1 Ephemera 25 6.0 CORPORATE PATTERNS 6.1 Decorative Patterns 27 6.2 Inti Patterns 28 6.3 Mama Killa Patterns 29 6.4 Pachamama Patterns 30 6.5 Correct Pattern Use 31 6.6 Incorrect Pattern Use 32 7.0 LUCERO PRODUCT PACKAGING 7.1 Soap Bar Packaging 34 7.2 Foaming Hand Soap Packaging 35 8.0 CORPORATE IMAGERY 8.1 Lucero Imagery 37 9.0 CORPORATE ICONOGRAPHY 9.1 Lucero Iconography 39 10.0
CORPORATE WEB DESIGN 10.1 Desktop Website 41 10.2 Mobile Website 42 10.3 Digital Advertisements 43
1.0
CORPORATE LOGO DESIGN
1.1 BRANDMARK DESIGN AND USE OUR CONCEPT The Lucero brandmark is made up of the first two letters in Lucero and was designed to be clean and reminiscent of traditional Inca patterns. The rounded edges of the mark are meant to give the logo a softer feeling.
BRANDMARK VARIATIONS The Lucero brandmark has three variations besides its original color scheme. These three variations are in place to help with the mark’s visibility when placed on different colored backgrounds or images.
‘L’ in Lucero
Rounded edges
‘U’ in Lucero
Black or Lucero Grey mark on a light background. White mark on a neutral or dark background. White mark on a red or dark colored background.
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1.2 INCORRECT BRANDMARK USE PLACEMENT ERROR The following examples show ways one can place or use the Lucero brandmark incorrectly. Proper placement is essential; using the mark incorrectly can result in distrust for our brand.
LU
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Stretching the brandmark.
Using incorrect colors.
Rotating the brandmark.
Adding outlines.
Not using the full brandmark.
Obstructing the brandmark.
Changing the brandmark.
Adding a drop shadow.
Lucero Artisanal Soaps | Graphic Standards Guide
1.3 BRANDMARK CLEARSPACE MEASURING CLEARSPACE The Lucero brandmark should have the correct amount of clearspace when used on its own. This is to make sure that the brandmark is visible and not obstructed. To measure the clearspace, use the ‘L’ from the brandmark to measure the surrounding area around the brandmark.
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1.4 SIGNATURE DESIGN AND USE OUR CONCEPT The Lucero signature was designed to be clean and elegant. When paired with other design elements, the signature should always stand out. The purpose of the secondary text is to inform viewers about Lucero’s specialty.
SIGNATURE VARIATIONS The Lucero signature has three variations besides its original color scheme. These three variations are in place to help with the logo’s visibility when placed on different colored backgrounds or images.
Black or Lucero Grey logo on a light background. White logo on a neutral or dark background. White logo on a red or dark colored background.
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Lucero Artisanal Soaps | Graphic Standards Guide
Lucero brandmark
An edited version of a typeface called Spartan
Secondary text
1.5 SIGNATURE MISUSE PLACEMENT ERROR The following examples show ways one can place or use the Lucero signature incorrectly. Proper placement is essential; using the logo incorrectly can result in unrecognizability and distrust for our brand.
Lucero artisanal soaps Stretching the signature.
Using incorrect colors.
Rotating the signature.
Placing on a busy image or backgraound.
Not using the full signature.
Obstructing the signature.
Changing the typeface.
Adding a drop shadow.
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1.6 SIGNATURE CLEARSPACE MEASURING CLEARSPACE The Lucero signature should have the correct amount of clearspace when used or placed. This is to make sure that the signature is always visible. To measure the clearspace, use the ‘L’ from the brandmark to measure the surrounding area around the brandmark.
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1.7 MINIMUM SIZES SIGNATURE MINIMUM (PRINT) The signature should never be smaller than half an inch (0.5") vertically because at small sizes the signature becomes hard to read. If necessary, replace the signature with the brandmark if the size of the logo is smaller than half an inch (0.5") vertically.
0.5"
BRANDMARK MINIMUM (PRINT) If the mark is used to replace the signature at smaller sizes, make sure that the brandmark is no smaller than a quarter of an inch (0.25�) horizontally. Maintaining readability is key.
0.25"
FOR ONLINE When designing for the web, the Lucero logo should never be smaller than 40 pixels vertically and the brandmark should never be smaller than 30 pixels horizontally.
40 px
30 px
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2.0
CORPORATE TYPOGRAPHY
2.1 PRIMARY TYPEFACE NUNITO SANS Nunito Sans is a clean and versatile typeface that has many weights. Nunito Sans should be used at all times for print and web. However, since Nunito Sans does not have a condensed version, our secondary typeface, Roboto Condensed, may be used in its place.
AVAILABLE WEIGHTS Nunito Sans ExtraLight Nunito Sans ExtraLight Italic Nunito Sans Light Nunito Sans Light Italic Nunito Sans Regular Nunito Sans Italic Nunito Sans SemiBold Nunito Sans SemiBold Italic Nunito Sans Bold Nunito Sans Bold Italic Nunito Sans ExtraBold Nunito Sans ExrtaBold Italic Nunito Sans Black Nunito Sans Black Italic
Accents Available
Glyphs Available
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2.2 SECONDARY TYPEFACE ROBOTO CONDENSED Although our primary typeface has plently of versatility, it lacks a condensed version. For this reason, we use Roboto Condensed for situations where a condensed typeface would work better for our design.
AVAILABLE STYLES Roboto Condensed Light Roboto Condensed Light Italic Roboto Condensed Regular Roboto Condensed Italic Roboto Condensed Bold Roboto Condensed Bold Italic Accents Available
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Glyphs Available
2.3 STYLESHEETS FOR PRINT
FOR WEB
The stylesheet below shows the type hierachy for Lucero’s print typography.
The stylesheet below shows the type hierachy for Lucero’s online and web typography.
HEADER 1
H2
H3
H4
H5
H6
Nunito Sans ExtraBold/26 px
Nunito Sans Regular/18 px
Nunito Sans Regular/15 px
Nunito Sans Regular/30 pt/36 pt
HEADER 2
Roboto Condensed Regular/30 pt/36 pt
SUBHEADER Nunito Sans Black/12 pt/14.4 pt Body Nunito Sans Regular/10 pt/12 pt
Pull Quote Nunito Sans Light Italic/25 pt/30 pt Caption
Nunito Sans Regular/8 pt/9.6 pt
Nunito Sans Black/96 px
Roboto Cond. Regular/60 px
Nunito Sans Regular/48 px
Subtitle 1 – Nunito Sans Light Regular/16 px Subtitle 2 – Nunito Sans Light SemiBold/14 px
Body 1 – Nunito Sans Light Regular/16 px Body 2 – Nunito Sans Light Regular/14 px BUTTON – Nunito Sans Light Bold/14 px Caption – Nunito Sans Light Regular/12 px
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3.0
CORPORATE COLOR PALETTE
3.1 PRIMARY COLOR PALETTE OUR BRAND COLORS The Lucero primary color palette consists of two colors: Lucero Red and Lucero Grey. These are the two colors that make up the Lucero mark, signature, and brand. Lucero Red was chosen for its earthy and natural color. We wanted a red that looked like a color you could find in nature.
LUCERO RED
LUCERO GREY
Pantone 180 U CMYK: 19, 73, 64, 4 RGB: 196, 97, 88 HEX/HTML: c36158
Pantone Neutral Black U CMYK: 64, 59, 60, 41 RGB: 75, 72, 70 HEX/HTML: 4b4846
Lucero Grey was chosen to complement Lucero Red. We wanted a dark color that would provide a good amount of contrast while retaining some softness.
TINTS Tints are allowed while designing with our brand colors. Use intervals of 10 or 20 percent for consistency.
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3.2 SECONDARY COLOR PALETTE OUR SECONDARY COLORS The secondary colors can be used as accents in regular design, but are primarily reserved for our product packaging. The secondary palette, along with our tertiary palettes (page 19), are based of our three available product scents: Inti, Mama Killa, and Pachamama.
INTI COLOR PALETTE The Inti color palette was inspired by colors of the sun and sky. It includes mostly warm colors, with the exception of a cool teal color.
CMYK: 1, 1, 25, 0 RGB: 255, 247, 201 HEX/HTML: ff7c9
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CMYK: 0, 48, 80, 0 RGB: 447, 153, 71 HEX/HTML: f79947
CMYK: 73, 7, 35, 0 RGB: 42, 176, 175 HEX/HTML: 2ab0af
Lucero Artisanal Soaps | Graphic Standards Guide
CMYK: 32, 78, 70, 26 RGB: 141, 69, 64 HEX/HTML: 8d4540
3.3 TERTIARY COLOR PALETTES OUR TERTIARY COLORS
MAMA KILLA COLOR PALETTE
The tertiary colors are primarily reserved for our product packaging. The secondary palette (page 18), along with our tertiary palettes, are based on our three available product scents: Inti, Mama Killa, and Pachamama.
The Mama Killa color palette is inspired by soft moonlight colors. It includes primarily cool and feminine colors.
Unlike the secondary colors, our tertiary colors should not be used for any Lucero design beyond Mama Killa or Pachamama product design or patterning. Please Note: The secondary and tertiary colors can not be interchanged between each other; they must stay in their specified group. All of these palettes must include our brand color Lucero Red when in use to maintain brand consistency.
CMYK: 3, 2, 0, 0 RGB: 245, 245, 255 HEX/HTML: f5f5ff
CMYK: 22, 16, 0, 0 RGB: 194, 202, 231 HEX/HTML: c2cae7
CMYK: 22, 60, 9, 0 RGB: 196, 125, 168 HEX/HTML: c47da8
CMYK: 87, 89, 17, 5 RGB: 70, 62, 130 HEX/HTML: 463e82
CMYK: 81, 15, 52, 1 RGB: 0, 158, 143 HEX/HTML: 009e8f
CMYK: 92, 54, 42, 19 RGB: 13, 92, 112 HEX/HTML: 0d5c70
PACHAMAMA COLOR PALETTE The Pachamama color palette is inspired by earthy and natural colors. It includes primarily cool colors.
CMYK: 11, 0, 36, 0 RGB: 229, 237, 181 HEX/HTML: e5edb5
CMYK: 35, 9, 79, 0 RGB: 176, 196, 97 HEX/HTML: b0c461
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4.0 20
CORPORATE PLACEMENT
Lucero Artisanal Soaps | Graphic Standards Guide
4.1 LETTERHEAD PLACEMENT LUCERO LETTERHEAD The Lucero letterhead should be printed on standard 8.5" by 11" letter paper with 0.75" margins all the way around. The signature should be 1" horizonally and placed at the top left corner. The body of the letter should begin 0.5" beneath the signature. Lucero’s company contact information should be placed at the bottom of the page separated by rounded square bullets.
0.75"
1"
0.5"
0.5"
Please use Nunito Sans at a 10 pt size with 12–14 pt leading (the spacing in between lines). For information about installing the Nunito Sans or writing a properly formatted letter, contact 789.423.6294.
11"
Please Note: The letterhead is not to scale on this page.
0.75"
0.75"
0.75"
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4.2 BUSINESS CARD PLACEMENT Back
LUCERO BUSINESS CARD All Lucero business cards are standard business card size (3.5" by 2") with 0.25" margins all the way around. The signature should measure 1" horizonally and be placed at the top left corner. The employee contact information should be placed on the right side, aligned to the bottom-right corner.
Front
Lorna Guerra
Marketing Director
Contact 789.423.6294 to get your business cards printed.
lucero.com 789.423.5673 67 Summer Lane Richmond, VA 23223
0.25"
Lorna Guerra
2"
Marketing Director
lguerra@lucero.com 789.423.5673
1"
67 Summer Lane Richmond, VA 23223 0.25" 0.25"
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Lucero Artisanal Soaps | Graphic Standards Guide
3.5"
0.25"
4.3 ENVELOPE PLACEMENT LUCERO ENVELOPE All Lucero envelopes are US standard #10 envelopes with 0.5" margins. The signature should measure 1" horizontally and be placed at the top left corner. The company address must be far enough to the right of the logo to meet the signature clearspace regulations. 9.5" 0.5"
67 Summer Lane Richmond, VA 23223
1"
4.125"
0.5" 0.5"
Please Note: The envelope is not to scale on this page.
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5.0 24
CORPORATE EPHEMERA
Lucero Artisanal Soaps | Graphic Standards Guide
5.1 LUCERO EPHEMERA EPHEMERA The following examples show ephemera that Lucero distributes for brand exposure. These four products are also available online. Contact 789.423.6295 to get specifications for any ephemera you need to have made. Inti Mango Citrus-scented candle and box. Towels. Small and large sizes available. Inti-themed matchbox (paired with the candle). Makeup or everyday use bags. Different themes available.
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6.0 26
CORPORATE PATTERNS
Lucero Artisanal Soaps | Graphic Standards Guide
6.1 DECORATIVE PATTERNS DECORATIVE PATTERN USE The following patterns and shapes are available to be used as design elements in all of Lucero’s design. They are allowed to be white, Lucero brand colors (page 18), or colors from the Inti palette (our secondary color palette, page 19).
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6.2 INTI PATTERNS INTI SQUARE PATTERNS These patterns are available for use in designs related to Lucero and Inti products. The Inti square patterns are made up of mostly sharp and strong shapes like triangles. This is to represent the Inca Sun God, Inti, who is masculine and all-powerful.
INTI LINE Similar to the Inti square patterns, the Inti line is a sharp and jagged zig-zag. This line can be used as a design element or as a separator for Lucero design or Inti products.
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Lucero Artisanal Soaps | Graphic Standards Guide
6.3 MAMA KILLA PATTERNS MAMA KILLA SQUARE PATTERNS These patterns are available to be used for designs for Mama Killa products. The Mama Killa square patterns are mostly made up of rounded and curvy shapes. This is to represent the Inca Moon Goddess, Mama Killa, who is sweet, feminine, and calming.
MAMA KILLA LINE The Mama Killa line is wavy and rounded. The line can be used as a design element or as a separator for Mama Killa products..
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6.4 PACHAMAMA PATTERNS PACHAMAMA SQUARE PATTERNS These patterns are available to be used for design for Pachamama products. The Pachamama square patterns are made up of a mixture of rounded and sharp shapes. This is to represent the Inca earth goddess, Pachamama, who is caring and grounded.
PACHAMAMA LINE The line for pachamama is reminiscent of hilltops to emphasize that Pachamama was the Goddess of the Earth. The line can be used as a design element or as a separator for Pachamama products.
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Lucero Artisanal Soaps | Graphic Standards Guide
6.5 CORRECT PATTERN USE PATTERN SIZING Make sure that the squares get no smaller than a quarter of an inch (0.25") or 30 pixels.
PATTERN USE
0.25"
30 px
The following rules can be applied to all three patterns: Inti, Mama Killa, and Pachamama.
Squares can be used as a group or individually.
Squares can be rotated at 90° angles.
The square’s edges can be rounded, but be consistent.
The colors may be rearranged. Stay within palatte colors.
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6.6 INCORRECT PATTERN USE PLACEMENT ERROR The following examples show incorrect ways to place or use the square patterns.
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Stretching the pattern.
Rotating the pattern to a non-right angle.
Changing the colors to non-palette colors.
Adding a drop shadow.
Removing parts of the full pattern.
Adding a texture.
Changing the pattern.
Heavily obstructing patterns.
Lucero Artisanal Soaps | Graphic Standards Guide
7.0
LUCERO PRODUCT PACKAGING
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7.1 SOAP BAR PACKAGING BOX DESIGN The following is an example of the box design for Lucero’s soap bar packaging. When folded, the box should measure 3" by 4.5", with a depth of 1" all around. For more information, contact 789.423.6297. Section 1: Contains up to three icons that highlight important information about the soap. The website and product icons are displayed at the bottom of this section. Section 2: Shows the vertical version of the front of the box. Shows the Lucero signature, product information, Lucero’s contact information, and a commercial barcode. Section 3: Contains product ingredients as well as the Lucero signature. Section 4: Shows the horizontal version of the front of the box.
Please Note: The box design is not to scale on this page.
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Lucero Artisanal Soaps | Graphic Standards Guide
7.2 FOAMING HAND SOAP PACKAGING FLAT DESIGN The following is an example of the flat design for Lucero’s foaming hand soap. The back measures 2.5" by 4", and the front measures 2.5" by 4.3", including its rounded top. These labels are intended to be glued to a soap bottle with a foaming pump. For more information, please contact 789.423.6297.
Front Label
Back Label
Please Note: The labels are not to scale on this page.
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8.0 36
CORPORATE IMAGERY
Lucero Artisanal Soaps | Graphic Standards Guide
8.1 LUCERO IMAGERY NATURAL, CLEAN, SIMPLE Lucero’s imagery should be natural, clean, and simple. The images should make people feel happy, joyful, and relaxed.
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9.0 38
CORPORATE ICONOGRAPHY
Lucero Artisanal Soaps | Graphic Standards Guide
9.1 LUCERO ICONOGRAPHY ICONOGRAPHY RULES Any iconography used for Lucero should feel conscise, even if the icons come from different creators. All icons should be simple and not too cluttered with detail. When using more than one icon, make sure that the icons have matching outlines or strokes. Icons can be placed in circles, rounded squares, or without any background.
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10.0 40
CORPORATE WEB DESIGN
Lucero Artisanal Soaps | Graphic Standards Guide
10.1 DESKTOP WEBSITE LUCERO ONLINE The following shows the landing page for Lucero’s desktop website. The design for the desktop website is clean and easy to navigate. Visit lucero.com to view it in action. For more information or questions about our web design, contact 789.423.6299.
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10.2 MOBILE WEBSITE LUCERO ONLINE The following shows the home page for Lucero’s mobile website. The design for the mobile website is clean and easy to navigate. Visit lucero.com on your mobile phone to view this design in action. For more information or questions about our web design, contact 789.423.6299.
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Lucero Artisanal Soaps | Graphic Standards Guide
10.3 DIGITAL ADVERTISEMENTS LUCERO DIGITAL ADS The following are visual examples for the design of Lucero’s digital ads. Our ads should feel bubbly, friendly, and motivating. Ads must include a headline, our logo, our website URL, and an image or illustration.
Medium Rectangle (300x250 px)
Mobile Leaderboard (320x50 px)
Leaderboard (728x90 px)
Half Page (300x600 px)
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lucero.com 67 Summer Lane Richmond, VA 23223 789.423.5673