2014 STYLE GUIDE
©
2014
URBAN GARDENS
TABLE OF CONTENTS A BRAND DEFINED
MEDIA MEDLY
Introduction
.......................... 3
Matter of Font ................... 17
.................................... 4
Flavorful Colors .............. 19
Our Voice
Outside the Box .................. 5
LOGO TO GO
PICTURE THIS
Garden Varieties ...................9
Products at Work
Recipes for Success ........11
Image Blend ........................... 27
............ 23
Don’t Spoil It .............................13
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A BRAND DEFINED
INTRODUCTION
The Urban Gardens Style Guide sets the standard for the look and feel of our brand. We believe in convenienctly healthy lifestyles. We believe in quality. We believe in consistency.
3
OUR VOICE
Our vision is a warm and inviting environment, that communicates convenience, sustainability, functionality, and environmentally friendly.
4
OUTSIDE THE BOX
Urban Gardens encourages people living and working in the city to actively seek a healthier lifestyle through green gardening. We plant the seeds of...
5
social consciousness. social responsibility.
6
THE LOGO
LOGO TO GO
GARDEN VARIETIES
Heart of the Brand Our logo acts as our brand emabassador. The logomark represents organic life. The stem grows out of the logotype, which sybolicly expresses Urban Garden’s mission. We help people grow vegetables via convenient, green solutions. Each colored petal depicts the vibrant colors found in our conveniently healthy, custom gardens. The curvature mimics growth, as well as the tools needed to garden.
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In the right space.
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RECIPES FOR SUCCESS
Color variations that maintain the integrity of the brand are welcomed.
11
12
DON’T SPOIL IT
The Urban Gardens logo design naturally flows. Strong, broad roots, supporting colorful life. The logo mark and the logo type must be aligned in the same manner.
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Color combinations may not be transposed. Any effect that muddles the appearance is strictly
prohibited.
14
MEDIA MEDLEY
MATTER OF FONT
Header Font
Effectively communicating with our customers means using type that best gets the message accross.
17
Kelt Caps Freehand
Sub-Header Font
DIN Alternate
Conveniently healthy.
Body Text
Cairotiqua FSFreestyle
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 0123456789
18
FLAVORFUL COLORS
Eggplant R: 20 G: 19 B: 20 C: 73 M: 68 Y: 65 K: 81
Red Pepper R: 242 G: 6 B: 18 C: 0 M: 100 Y: 100 K:0
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Squash R: 234 G: 236 B: 142 C: 10 M: 0 Y: 56 K:0
Snap Pea Green R: 97 G: 151 B: 82 C: 67 M: 21 Y: 86 K: 4
Carrot Pepper R: 247 G: 147 B: 61 C: 0 M: 51 Y: 85 K:0
20
PICTURE THIS
Home grown organic.
PRODUCTS AT WORK
23
24
IMAGE BLEND
We are... 27
diverse 28
stylish 29
fresh
30