Brand Guide
1 EVERY DAY IS CHRISTMAS
Who we are Every Day is Christmas started from a love of collecting Santas. This blossomed into a desire to open a top quality shop where everyone could experience the joys and simple pleasures of the season all year long. Christmas is built upon stories. Stories of a birth of a God-child in a stable, stories of a Greek Bishop who was a champion of children, and stories of a jolly old elf from the North Pole. Best of all are our individual stories - those of our childhood Christmases and the Christmases we have shared with our own children and grandchildren. Our passion is to bring these stories into rememberance, to share the stories held within the artists’ creations we offer, and to help each person create their own story.
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Every Day is Christmas
How we want to be seen • A positive experience worth worth sharing with others • A place to bring visiting friends and family • A destination for Christmas collectibles • The place to turn to to find unique gifts • Welcoming • Joyful / easy going / happy • Nostalgic: Norman Rockwell/Courier & Ives • Memory makers • Friendly / personable • Story tellers • Personal
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Brand promise We share, and help our customers share, beautiful stories around relationships and the Christmas holiday by providing high quality products and a memorable, relational experience.
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Every Day is Christmas
Guiding principles • To provide the feeling of Christmas all year long • To deliver the wow factor to customers • To create the relationship between the individual products and the customer • To create a positive and unique experience for customers • To create relationships - customers/vendors/artists/store personnel • To tell the stories behind the products
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Identity Our identity is not just our brandmark. It is a design scheme that brings together a number of elements that combine to make our brand instantly recognizable. The following pages will guide you through the core elements. These will assist you as you design and produce compelling communications, while allowing you a high degree of creative flexibility.
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Every Day is Christmas
Brand character Individuality: Nostalgic, quality holiday spirit, Norman Rockwell, Courier and Ives Temperament: Easy going, happy, joyful Character: Welcoming, warm, personal, homey, unconditional care for the individual customer (the Santa spirit) Presence: Solid, experienced, long lasting, reassuring, welcoming, confident, unhurried, customer focused Smell: Christmas scents: Candy cane, warm cookies, pine (Balsam fir), wassail Texture: Soft, warm, plush, the smooth feeling of dark wood furniture, yet the rough wood of a weathered and well loved toboggan sled Taste: Wassail, candy of yore, peppermint, cookies Feeling: Excitement, anticipation of Christmas, comfort of childhood memories Color: Classic Christmas colors
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Our brandmark Our brandmark includes a logo as well as our name in custom lettering. The logo, a Christmas tree, is the most visible element of our identity. It is a guarantee of quality that embodies our brand promise.
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Every Day is Christmas
Logo and wordmark • The logo is always presented as a Christmas tree and ornaments. • To protect the clarity and visual integrity, the logo must always appear on a solid color on which it is highly visible. • The ornaments must always be visible, yet can be of a different color than the tree. • The logo does not have to include the wordmark, but when it does, the wordmark must be presented at an angle leaning into the logo. • The wordmark may not be used seperately from the logo.
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Logo clearspace To protect the clarity and the integrity of the logo, there is a clear zone in which other elements (excepting the brand name) remain outside of.
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Every Day is Christmas
How to use the logo
Greyscale
White on solid color
Color
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Logo option Periodically the wordmark does not fit the space. The name may be placed below the logo using the font Edelsans and aligned with the edges of the logo as in the example below. Use the same color as the logo.
EVERY DAY IS CHRISTMAS
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Every Day is Christmas
What not to do
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Do not place on any background that does not provide sufficient contrast, overwhelms the logo, or reduces logo impact in an way.
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Do not rotate
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Do not outline
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Do not change the shape (stretching or scrunching)
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Color options Christmas has so many associated colors and too many possibilities to lock down the logo to a specific red or green. The color of the logo will depend upon the application, with the main rule of thumb being that the chosen colors play well together and that the logo is clearly visible without distraction from the background and surrounding information or content. The owner of Every Day is Christmas has the final say on the color choices.
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Every Day is Christmas
Additional Elements
Circles representing ornaments
Double line with the top line a lighter weight (candy cane style)
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Reference St. Nicholas to Santa: The Surprising Origins of Mr. Claus National Geographic December 2013
http://news.nationalgeographic.com/news/2013/12/131219-santa-claus-origin-history-christmas-facts-st-nicholas/#
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Every Day is Christmas
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Every Day is Christmas