Brand Guidelines
WHY CHEW? Anyone can say it! Through our clever use of onomatopoeia actually saying our brand name can be used to work our product! Go ahead give it a try, imagine the Chew brush in your mouth!
For our little girls and guys, with your little teeth and eyes. Your adventure has just begun, and we’re sure you’ll have some fun! There is just one thing we seek, to help you with your little teeth. We will help them shine anew, With our happy brand called Chew.
CONTENTS This book is not terribly long, but just in case you don’t want to chew on, you can skip straight on over to the good stuff. We’ve sorted the pages into some sort of magnificent menu, how handy!
BRAND INTRODUCTION
6
SYMBOL AND IDENTIFICATION
10
COLOUR SYSTEM
16
CORPORATE TYPOGRAPHY
20
BRAND INTRODUCTION Hello from Chew This document outlines the very core values that are the foundations of the Chew brand. Both the make up of the brands design language, the foundations for the brands ethos and personality as a market product. Thank you for your interest in the Chew brand and welcome aboard.
About us Chew started as a challenge to the paediatric dental market. A market aimed at children but dominated and driven by adults. The Chew brand and idea are a direct opposition to this market driver and the problems that encompass it. We aim our products at children with their specific feedback in mind.
CHALLENGING ISSUES Tooth decay is still on the rise as the number one reason of hospital admission for children aged between 5 and 10 Poor and inconsistent brushing technique are one of the leading causes for degradation of oral care The ‘Tooth Decay’ epidemic costs the UK government £35 million each year and this figure is set to rise The children’s dental market rarely sees physical innovation. A ‘stick and bristle’ interface has dominated the market for decades.
WHAT WE STAND FOR!
Better dental health care for children, through education of technique and innovation. Exploring alternative methods in the dental market in order to provide the best possible outcome for our products and clients Educating parents with the correct information, leading to an improvement of dental care for families Why make dental care a chore? If you can enjoy brushing your teeth, you’re more likely to do it better and for longer. A fight against the rise in tooth decay for children. Chew it up and brush it away!
BRAND SYMBOLISM AND IDENTIFICATION Our flag ship seal The Chew logo is a seal of positive oral health and sends a clear message of health benefits. It is therefore critical that the logo is represented clearly and efficiently. We don’t like to chew on so here’s a few examples.
The Chew brand logo cements the very core of our brand. Sporting a custom font to engage the playfulness of our audience. A simple word understood by any individual of all ages. The very onomatopoeia of the word itself describes mastication. A central focus for our initial product. Colour The logo will always be one colour. This may be selected from either our primary or secondary colours. Avoiding the use of dark tones such as navy and black at all times, ensuring that Chew is always ripe for consumption. Where appropriate the logo may be used without fill. This could be the case when representing the brand on labels or colourful backgrounds.
Chew Chew
Dental Hygiene Alternative
Photography There are rules also for use with photography, Darker pictures should always utilise a White fill, whilst lighter photos may pick from a variety of the primary or secondary pictures in both fill and no fill format.
As the Chew logo is a representation of the fabric of the company it is important that it is respected during its application.
Detail Retention The smallest detail in the logo must always be present and visible, leaving a minimum of 0.5mm of protrusion for the tail of the “e� character.
0.5mm (Minimum)
Sizing In the interest of retaining detail the logo should always maintain its aspect ratio and never be stretched. Never to be scaled below a width of 18mm and a height of 6mm.
Clear Space Use of the logo must always be clear, in order to keep the logo from feeling cluttered there must always be at least half the logo’s height of clear space at all sides.
18mm (Minimum)
At least half the height of the logo
6mm (Minimum)
Secondary Logo and Symbolism There area number of identifiable silhouettes and symbols in the Chew brand family. To break up the continuous use of branding, secondary logos may be used to represent the brand or certain parts of the brand family.
Chew Brush The Chew brush is a centre piece of the Chew family. It has rightfully earned its place as a brand symbol and can be used to break up the monotony of continuous branding. It may be used in a variety of forms, including line drawings and variants of the filled silhouette.
Sam Smile The character that often appears on packaging and promotional material Sam Smile, is also a recognisable face of Chew and may be used as an alternative to other logo’s. This will be especially noticeable through the face of Sam. The line art variant for filled backgrounds will become an image closely intertwined into the brand as customers begin to recognise his simple shape and facial features.
COLOUR SYSTEM The importance of Colour As a children’s brand, colour plays a significant role in the brand ethos. The Chew brand is committed to generating positivity and playfulness in the children’s dental care market. This section outlines both Primary and Secondary colours that are advised to be used when branding especially surrounding the Logo and symbolism of the company.
PRIMARY COLOURS Tones The Primary colours are the bulkhead of both brand symbolism and Packaging. These colours are the main colours used within the production of Chew products and material.
Primary Colour Chew Blue
The three primary colours have become recognisable as part of the Chew Brand. They are to be used as a dominant colour for where applicable.
CMYK HEX RGB
100% Colour Codes : : :
80% C51 M08 Y10 K00 7DEBE6 R131 G195 B222
60% 40% 20%
Primary Colour Gastronomy Green 100% Colour Codes CMYK HEX RGB
: : :
80% C49 M0 Y100 K00 82FF00 R153 G194 B030
60% 40% 20%
Primary Colour Golden Yellow 100%
Colour Codes CMYK HEX RGB
: : :
80% C0 M56 Y96 K00 FF7000 R241 G134 B018
60% 40% 20%
SECONDARY COLOURS Tones The Secondary colours are used to accompany our primary colours and add flare or creativity when needed in our brand language. These colours are not flag ship colours but they
Colour Codes CMYK HEX RGB
: : :
C00 M31 Y100 K00 FFB000 R255 G176 B000
80% 60% 40% 20%
C00 M84 Y93 K00 FF2912 R255 G041 B018
80% 60% 40% 20%
C00 M0 Y0 K60 878787 R135 G135 B135
80% 60% 40% 20%
Colour Codes CMYK HEX RGB
: : :
Colour Codes CMYK HEX RGB
: : :
Colour Codes CMYK HEX RGB
: : :
C00 M00 Y00 K00 FFFFFF R131 G195 B222
TYPOGRAPHY COLOURS Tones In order for the message of Chew to be heard loud and clear by all, it is required that all typography be eligible using specified colours. Where possible font colour should be as light as possible and can be a variety of the Primary or Secondary colours. Under exception to the brand’s colour code, darker tones may be used to represent the brand but must not exceed a “Black Percentage” of 80%.
Colour Codes CMYK HEX RGB
: : :
C00 M00 Y00 K80 FFB000 R255 G176 B000
80% 60% 40% 20%
Colour Codes CMYK HEX RGB
: : :
C00 M00 Y00 K00 FFFFFF R131 G195 B222
For text applications against dark or colourful backgrounds, white should be utilised. This allows for clear visibility and optimum information consumption.
Chew is an alternative dental care product.
Attempting to challenge the rise in children’s tooth decay.
Bringing innovation to an unchanging market.
CO R P O RAT E TYPOGRAPHY Reading our brand Fonts speak volumes about the brands that they represent. From serif to sans serif, Handwritten to the down right comical. At Chew we understand that the primary consumer for our target age range are the parent’s who cherish their children. Therefore, we have chosen plain speaking fonts to concisely convey our educational and healthy message.
A
A A
A
A
PRIMARY FONT The Primary font will be Source Sans Pro, Developed by Julieta Ulanovsky, Source Sans Pro is an open font and widely recognised in the design world. Its simple nature and clear legibility make it an ideal font for communication purposes at Chew.
SOURCE SANS PRO A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
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SECONDARY FONT Lato is a crisp clean font. Perfect for packaging and production use. It can be utilised in a variety of weights from ‘Hairline’ to ‘Black’. This versatility allows for creativity in our design work to make, with the opportunity to make Chew a stand out brand for both Children and Parents.
L A T O A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 0
TERTIARY FONT With our target client base in mind, the Primary and Secondary families seem a little too formal. We want to excite our little audience so we’ve opted for a tertiary font to break up the monotony of classical serif fonts. Coming Soon is a great set, that combines the written word and the playfulness of our audience into one smart selection.
COMING SOON A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 0
THANK YOU Thank you for taking the time to chew through this small booklet. We hope that you like what you see and look forward to our product launch.