Dandelions Identity Guidelines

Intro Dandelions Flowers and Gifts, located in downtown Muncie, provides unique floral arrangements and eclectic gifts for local consumers in the Muncie, Albany, Daleville, Eaton, Gaston, Farmland, Parker City, Selma, and Yorktown areas.

The majority of business comes from arrangements and deliveries, where their services include: - Weddings + Events - Prom - Everyday - Sympathy The gift shop portion of the store boasts handmade craft by promoting artists + their startup businesses. This includes cards, home decor, and furnitute.

Table of Contents Section 1: About

Section 2: Identity

3

What is a brand?

Identity System

4

Why Use an Identity Guideline?

5 6

SECTION 1: ABOUT

Section 3: Elements Typography

Logomark

12 13

7

Signature

14

Color Palette Cont.

8

Identity Element Combinations

9

Preferred Lockup Clearspace

10

Alternate Lockup

11

Alternate Lockup Clearspace

Color Palette

Section 4: Integrity 15 16

Integrity Files Index

2

What is a brand?

SECTION 1: ABOUT

Your brand is more than just a set of logos and colors.

A brand is the identity of the organization and the ways people interact with it. Brands are both the seen and unseen, from labels and storefront displays to mission statements and driving policies.

A brand cannot survive without a consumer, so it’s important to cater your message as clear and concise as possible.

Building consistency through design is a great way to streamline communication. When the audience notices something astray- whether it be a mispelled word, stretched logo, or out of character typeface, they lose trust in the brand.

The best businesses in the industry do not underestimate the importance of their brand identity and interaction with their audience. Your story, your voice, must show through your brand the keep your followers engaged and excited.

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Why use an Identity Guideline?

SECTION 1: ABOUT

An Identity Guideline is built to keep design consistent throughout all aspects of the brand. As well as consolidating rules in a booklet, identity guidelines also: - Describe the function of identity design - Explain the components - Define the graphic design standards - Illustrate how the standards are applied Benefits of using identity guidelines include: - Assisting other businesses or groups using your brand - Building trust through consitency and continuity - Increasing brand value through repetition and familiarity

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Identity System The Dandelions identity system consists of: - The Logomark - The Signature

SECTION 2: IDENTITY

Logomark

Signature

The signature is available in a preferred version for most uses, and alternate versions, which may used in specific applications. See page 7 for detailed information on using various versions of the signature.

Each configuration that combines the logomark and signature in a defined relationship is referred to as a “Lock-up.� See pages 8 - 11 for detailed information on using the lock-ups.

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Logomark

SECTION 2: IDENTITY

The Dandelions logomark is intended for use on applications where the width of the logomark is more than or equal to 1/2 inch. The artwork of the logomark has been modified for reproduction at this small scale and can be used as small as 1/2 inch wide. The logomark may never be used at sizes smaller than 1/2 inch wide.

The logomark may be used independent of the signature in appropriate contexts. See pages 8-11 for available “lock-ups” which combine the logomark and the signature for appropriate use.

The Dandelions logomark maay be reproduced using the core color palette or in black and white. In contexts where the use of color is not an option, or when Dandelion’s core colors conflict with the application, the logomark may be reproduced in black or white. See pages 13 - 14 for the Pantone colors, CMYK, RGB, and HEX values.

Minimum web size

1”

Minimum print size

0.5”

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Signature The Dandelions signature, set in Caviar Dreams bold, is available in two versions: 1. The preferred signature is a two-line, centered version that should be used in the vertical lock-up with the logomark. It may stand independent of the logomark.

2. The alternate signature #1 is the same two-line, centered version that can be used independent of the logomark and descriptor, “FLOWERS + GIFTS.” Use sparingly.

SECTION 2: IDENTITY

Preferred signature

Alternate signature #1

The Dandelions signature may be reproduced using the core color palette or in black & white. In contexts where the use of color is not an option, or when Dandelions’ core colors conflict with the application, the signature may be reproduced in black or white. See pages 13 - 14 for the Pantone colors, CMYK, RGB, and HEX values.

The Dandelions signature must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The letterforms have been arranged to work at different scales, so it is crucial that independent versions of the signature are not created from the typeface directly.

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Identity Element Combinations Each configuration that combines the logomark and signature in a defined relationship is referred to as a “Lock-up.� Two versions of Dandelions lock-ups are available for use:

SECTION 2: IDENTITY

Preferred lock-up

1) THE PREFERRED LOCK-UP: The twoline, centered signature placed underneath logomark is the preferred lock-up and should be used whenever possible in order to build equity around it. The preferred lock-up is intended for use on application where the width of the logomark is more than or equal to 1/2 inch. The artwork of the logomark has been modified for reproduction at this small scale and can be used as small as 1/2 inch wide.

Each lock-up defines the relationship of the logomark and signature and is designed for use in specific applications based on size, scale, and position of each element. The Dandelions lock-ups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.

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Preferred Lock Up Clearspace To maintain the integrity of the Dandelions lock-ups, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram on the right shows the correct amount of space that should surround the preferred lock-ups.

SECTION 2: IDENTITY

Preferred lock-up clearspace

X

X

X

X

X

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Alternate Lockup 1) THE ALTERNATE LOCK-UP: The two-line, centered signature placed to the right of the logomark is the alternate lock-up and should be used whenever needed in a horizontal format. The horizontal lock-up is intended for use on application where the width of the logomark is more than or equal to 1/2 inch. The artwork of the logomark has been modified for reproduction at this small scale and can be used as small as 1/2 inch wide.

SECTION 2: IDENTITY

Alternate lock-up

Each lock-up defines the relationship of the logomark and signature and is designed for use in specific applications based on size, scale, and position of each element. The Dandelions lock-ups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.

10

Alternate Lockup Clearspace Alternate lock-up clearspace

X

X X

X

To maintain the integrity of the Dandelions lock-ups, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram on the right shows the correct amount of space that should surround the preferred lock-ups.

SECTION 2: IDENTITY

X

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Typography The Dandelions signature uses the typeface Caviar Dreams.

This typeface should not be considered an everyday typeface, but should be reserved for the Dandelions signature. Caviar Dreams should only be used in uppercase letters, and never be set as running copy.

Caviar Dreams is designed by Lauren Thompson and is free for commercial use. The typeface can be downloaded from: http://dafont.com/caviar-dreams.font Source Sans Pro is designed by Paul D. Hunt and is free for commerial use. The typeface can be downloaded from : http://fonts.google.com/specimen/Source+Sans+Pro

SECTION 3: ELEMENTS

Signature Typeface

Caviar Dreams ABCDEFGHIJKLMNOPQRSTUVWXYZ

Supplemental Typeface

Source Sans Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ

For more information on the rights and licenses, please visit: http://dafont.com/ or http://fonts.google.com Note: The Dandelions signature may never be manipulated or created directly from the typeface. The elements in the signature have been arranged to work at different scales. To ensure that the correct scale relationships and spacing are maintained, these elements must always be used as a provided file.

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Color Palette

SECTION 3: ELEMENTS

Core Color Palette The Dandelions identity system should be reproduced using the core color palette. In contexts where the use of core colors is not an option, or when core colors conflict with the application, the identity system may be reproduced in black or white.

Primary colors

Secondary Color Palette When finding an appropriate secondary color, first reference the chosen secondary colors that are complimentary to the core colors. The secondary color palette anticipates the need for a fuller range of colors that works in conjunction with the core colors of the X identity system. The secondary color palette may also be used for contexts where there is demand for a coordinated spectrum of related colors (e.g. website, print collaterals).

Pantone P 20-7 C RGB: 255 143 31 CMYK: 0 44 88 0 HEX: FF8F1F

Not all color combinations will work together, so this palette should be considered as an indication of the palette, but not an endorsement of all potential combinations possible within it. Please use this sampled color at your discretion.

Pantone P 179-16 C RGB: 25 31 32 CMYK: 0 0 0 100 HEX: 000000

Pantone P 1-1 C RGB: 255 254 249 CMYK: 0 0 2 0 HEX: FFFFFF

Secondary colors

Pantone 40-8 C RGB: 240 83 45 CMYK: 0 83 92 0 HEX: E94F3D

Pantone P 37-3 C RGB: 251 190 157 CMYK: 0 30 36 0 HEX: FBBE9D 13

SECTION 3: ELEMENTS

Color Palette Cont.

Neutral Color Palette The neutral palette acts as a foundation that works with both core and secondary palettes. Ample use of white as a canvas with monochromatic blacks and grays for elements such as type and paragraph rules will give the primary and secondary palette vibrancy and prominence.

Neutral colors

NOTE: Pantone (PMS), CMYK, RGB and Hex values are provided and should be used in the appropriate context. Pantone and CMYK should be used for print collaterals; RGB and Hex values should be used online. Pantone colors are typically used for one-color print jobs, however the CMYK color values will be used for the majority of your print collaterals.

Pantone P 171-2 C RGB: 175 172 166 CMYK: 33 34 28 0 HEX: AFA2A6

Pantone P 179-16 C RGB: 25 31 32 CMYK: 0 0 0 100 HEX: 000000

Pantone P 1-1 C RGB: 255 254 249 CMYK: 0 0 2 0 HEX: FFFFFF

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Integrity of the Identity Design

SECTION 4: INTEGRITY

The Dandelions identity is the official mark of the organization and should be rendered with utmost consistency and dignity.

It should never be tweaked, stretched, or otherwise manipulated.

This page shows typical mistakes to be avoided.

Do not use unapproved colors

Do not use a drop shadow

Do not distort or stretch

Do not use other typefaces

DANDELIONS FLOWERS+GIFTS

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Identity Files Index IIncluded on pages 6-11 are the following versions of Dandelions identity files: - Dandelions Logomark - Dandelions Signature - Dandelions Preferred Lock-up - Dandelions Alternate Lock-up Each of these versions is provided in a color and a black & white option. All the files are provided in the following formats: PDF, PNG and JPG. Notes for file format usage: - PDF files are intended for use with print. They are a scalable vector format, which doesn’t lose quality when printed in large or small sizes.

- PNG is intended for your website. It is a transparent graphic, which means that it’s not attached to any background color or flattened.

- JPG is also intended mostly for online use, but they have been saved at the highest quality, providing you flexibility in its use. JPG is a flattened graphic and contains a white background. Depending on your use, you may need to scale the JPG or PNG formats down to the size you need and optimize them for your specific use.

SECTION 4: INTEGRITY

File names PDF Dandelions_Logomark.pdf Dandelions_Logomark_BW.pdf Dandelions_Signature.pdf Dandelions_Preferred_Lockup.pdf Dandelions_Preferred_Lockup_BW.pdf Dandelions_Alternate_Lockup.pdf Dandelions_Alternate_Lockup_BW.pdf PNG Dandelions_Logomark.png Dandelions_Logomark_BW.png Dandelions_Signature.png Dandelions_Preferred_Lockup.png Dandelions_Preferred_Lockup_BW.png Dandelions_Alternate_Lockup.png Dandelions_Alternate_Lockup_BW.png JPG Dandelions_Logomark.jpg Dandelions_Logomark_BW.jpg Dandelions_Signature.jpg Dandelions_Preferred_Lockup.jpg Dandelions_Preferred_Lockup_BW.jpg Dandelions_Alternate_Lockup.jpg Dandelions_Alternate_Lockup_BW.jpg

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