Vow'd Brand Book by standoutforgoodinc

BRAND BOOK

FIRST EDITION 2020

WELCOME

3 Introduction OUR BRAND . . . . . . . . . . 4 Chapter 1 COLORS + PAPERS . . . . . . 12 Chapter 2 LOGO . . . . . . . . . . . . . 17 Chapter 3 TYPOGRAPHY . . . . . . . . . 22 Chapter 4 GRAPHICS . . . . . . . . . . 35 Chapter 5 PHOTOGRAPHY 46 Contents

OUR BRAND

Brand Manifesto

e are more than beautiful dresses; we’re here to make a difference. Our brides inspire us daily with their unique love stories, contagious joy, and zest for life and it’s in that same spirit we pledge to give back a portion of our sales to those in need. You see, weddings are our favorite type of celebration: dressing up, dancing all night, cake! Helping brides find the perfect dress is a very fun job and we’re honored to get to do it. But we don’t believe that a wedding—or gown—should break the bank. At the end of the day, it’s not about the signature cocktails or how great the party was: it’s about witnessing love, celebrating love, and ultimately, spreading love. Join us in making a difference.

A DIFFERENT KIND OF WEDDING BRAND

Brand Voice

WE DON’T TAKE OURSELVES (OR WEDDINGS) TOO SERIOUSLY .

Warm Friendly Approachable

SHE’S CLEVER AND ATTENTIVE, CONFIDENT YET

HUMBLE, AND THE FIRST TO LAUGH AT HERSELF.

1 2 3

Brand Values

AUTHENTICITY, INCLUSIVITY, WARMTH, RELATABILITY

Key markers that should be felt by customers and employees alike.

VALUE AND ACCESSIBILITY

We provide high quality and craftsmanship at approachable price points for all brides.

EXCELLENT CUSTOMER SERVICE

We offer reassurance, clear guidance, education, confidence, a sense of ease, and friendliness. The type of service that is a pleasure almost disarmingly so to interact with.

Customer Architecture

She is

. .

YOUTHFUL SPIRITED ADVENTUROUS TACTILE THOUGHTFUL SPIRITUAL SENTIMENTAL SOCIAL FINANCIALLY INDEPENDENT MATERIALISTIC TRADITIONAL FASHIONISTA PLANNER PRETENTIOUS FORMAL . . .

She isn�t

FOR THE SPIRITED BRIDE, ROMANTIC BRIDE, THE BUDGET-CONSCIOUS, AND BOHO BRIDE .

FOR THE CONTEMPLATIVE AND PLAYFUL BRIDE .

We are here for every bride .

OUR BRAND IS REFLECTED IN OUR VISUAL IDENTITY . WE � VE PROVIDED THE GUIDELINES IN THIS BOOK TO HELP YOU TELL OUR STORY IN THE BEST WAY POSSIBLE .

TIL DEATH DO US PART

COLORS + PAPERS

Official Colors

CMYK will be the most accurate when printing offset. Color can vary significantly on desktop printers so we can’t guarantee a color match on all printers. If you will be doing a large amount of in house printing, we recommend printing a color test sheet to determine a specific color mix for your printer. Please contact Robin Easter Design to set one up.

* in order of prefered printing technique

PANTONE uncoated and coated inks may be different because color can appear very different on a coated versus uncoated surface. Coated colors should only be used for coated materials such as stickers, vinyl, or matching paint colors etc.

RGB & HEX numbers are for on screen use only. Ink colors do not look accurate on screen, we try our best to simulate web colors on our monitors, but color varies wildly from screen to screen.

PANTONE CMYK RGB HEX Uncoated · Coated Warm Red 0 · 74 · 60 · 0 255 · 89 · 66 ff5942 1625 0 · 44 · 37 · 0 255 · 145 · 122 ff917a 698 U · 9284 C 0 · 19 · 7 · 0 255 · 214 · 214 ffd6d6 707 0 · 39 · 12 · 0 255 · 186 · 186 ffbaba 210 0 · 48 · 0 · 0 245 · 156 · 186 f59cba 1815 U · 491 C 35 · 70 · 62 · 21 135 · 48 · 54 873036 Infinity Foil 87 Digital Gold PMS 871 n / a Red Coral Light Pink Medium Pink Candy Pink

Metallic

PRINT WEB

Wine

Gold*

COLORS & PAPERS

Color Usage

Some of the brand colors cannot be typeset on top of each other for contrast and readability.

LOREM IPSUM DOLOR

COLORS & PAPERS

Color Usage

In most cases the colors should be used full strength, however there may be instances that call for screening of the colors.

To get a greater range of color in 1, 2 or 3 color printing, screening of the colors is recommended. The red screened to 65%, 40% and 25% can replace the use of Coral, Medium Pink, and Light Pink in a 1 color print job. To acheive a very soft pink, the Light Pink may be screened.

100% 65% 40% 25% COLORS & PAPERS

Official Papers

These seven papers are critical to the look and feel of the Vow’d brand. No other papers may be used.

Do not use coated paper for Vow’d materials, except for materials which need to withstand the elements such as a banner or bumper sticker, etc. Everything else should be printed on these uncoated papers.

NOTE For informal materials printed in house, white copy paper may be used. Never use white copy paper for materials marketed to the public.

RED

GMUND Color System Matt

Color · 92

Weights · 120g · 240g · 300g

CORAL Leader Basis

Color · Coral

Weights · 70T · 80C · 110C · 160C

LIGHT PINK

French Paper Co. Pop-tone

Color · Pink Lemonade

Weights · 70T · 65C · 100C · 140C

MEDIUM PINK

French Paper Co. Pop-tone

Color · Bubblegum

Weights · 70T · 65C · 100C

CANDY PINK

French Paper Co. Pop-tone

Color · Cotton Candy

Weights · 70T · 65C · 100C

PINK VELLUM

Glama Natural

Color · Pastel Pink

Weights · 27lb

WHITE

Domtar Cougar

Color · White

Weights · 70T · 80T · 100T

65C · 80C · 100C · 130C · 160C

COLORS & PAPERS

17 2 LOGO

Margins + Ratio

The margin around the logo should always be at least equal to the height of the letters.

Proportions + Resizing

The logo must be resized proportionally. The logo should never be stretched in any way.

INCORRECT

CORRECT MARGINS

MARGINS INCORRECT SIZING CORRECT SIZING

LOGO

Examples of

Unacceptable Use

Do not change the proportion of elements in the logo

Do not alter the typography in any way

Do not alter the spacing or arrangement of elements in the logo

Do not use special effects such as beveling or drop shadows

Do not outline the logo

Do not skew or rotate the logo

LOGO

Color Usage

The logo should primarily appear in red, but may appear in any of the brand colors. Some colors cannot be used on top of each other for contrast and readability.

20 LOGO

is Not Available When Color Printing

In applications where color printing is not possible, the logo should appear in either solid black, 50% black, 30% black or reversed out.

100% BLACK 30% BLACK 50% BLACK REVERSED OUT

LOGO

TYPOGRAPHY

Christel is available in Poster, Display and Text faces. Characteristics of each face are optimized for specific uses. Text should be used for body copy and small type. Display for headers and larger type and Poster for very large type that you might find on a sign or poster.

The specimens to the right are enlarged to show the differences. The Text face appears clunky at larger sizes so should never be used for large type. The Display and Poster versions have thin places in the letterforms which would not print well at small sizes.

23 Display Poster Love POSTER Love DISPLAY Love TEXT TYPOGRAPHY

Christel

Within each face, Christel is available in 18 weights (each with a matching italic). This provides a lot of flexibility for the future to give different marketing campaigns their own flavor or to evolve the brand to prevent it from getting stale. In 2020 for the launch, the brand primarily uses the weights called out in red, the light, ultra light and thin weights are not used.

24 Love Love Love Love Love Love Love Love Love Love Love Love Love Love Love Love Love Love POSTER Black Bold Medium Regular Light Ultra Light Thin Black Bold Medium Regular Light Ultra Light Thin Bold Medium Regular Light DISPLAY TEXT TYPOGRAPHY

Christel

The following are the most common uses of Christel within the Vow’d brand.

EXAMPLES OF UNACCEPTABLE USE

HEADERS, CALL OUTS, SPECIAL TREATMENTS

Christel Display Black (or Poster Black for large scale)

BRIDAL GOWNS

Bridal Gowns

SMALL HEADERS, CAPTIONS, SMALL CALLOUTS OR BITS OF TEXT

Christel Text Bold

BRIDAL GOWNS

BODY COPY

Christel Text Regular

Never use Christel Text for headers or large type .

LOREM IPSUM

Never use Christel Display or Poster for small text .

LOREM IPSUM

Never use Christel Text Bold, Display or Poster for body copy .

TYPOGRAPHY

Christel

Old style numbers should be used in body copy. For headers and all caps type, tabular lining should be used.

Old style for body copy

Lorem ipsum 1234 dolor sit amet, consectetur adipiscing elit. Fusce suscipit, lorem sed grava dignissim, elit nunc lacinia elit, mattis con sequat dolor massa 567 velit. Quisque male suada consequat est, in porta elit porttitor 38 nec. Nam quis risus sit amet ante molestie facilisis vel eu eros.

0123456789

OLD

Tabular lining for headers and all caps type

Tel. 555-1234

TYPOGRAPHY

CALL US 555-1234 STYLE

0123456789

TABULAR LINING

Trenda is available in 8 weights (each with a matching italic). As with Christel, in 2020 for the launch, the brand primarily uses the weights called out in red, the light, extra light and thin are not used.

Love Love Love Love Love Love Love Love

Black Bold

Light

Light Thin TYPOGRAPHY

Heavy

Semibold Regular

Extra

Trenda

The following are the most common uses of Trenda within the Vow’d brand.

EXAMPLES OF UNACCEPTABLE USE

HEADERS, CALL OUTS, SPECIAL TREATMENTS

Trenda Bold, Black or Heavy

BRIDAL GOWNS

Bridal Gowns

SMALL HEADERS, CAPTIONS, SMALL CALLOUTS OR BITS OF TEXT

Trenda Bold, Black or Heavy

BRIDAL GOWNS

SMALL AMOUNTS OF COPY

Trenda Regular, Semibold or Bold

Lorem ipsum dolor sit amet, consectetur adipiscing elit . Fusce suscipit, lorem sed grava dignissim, elit nunc lacinia elit, mattis con sequat dolor massa velit .

Never use Trenda for text longer than a few sentences .

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce suscipit, lorem sed grava dignissim, elit nunc lacinia elit, mattis con sequat dolor massa velit. Quisque male suada consequat est, in porta elit porttitor nec. Nam quis risus sit amet ante molestie facilisis vel eu eros. Duis nisl justo, imperdiet nec. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce suscipit, lorem sed grava dignissim, elit nunc lacinia elit, mattis con sequat.

TYPOGRAPHY

Trenda

Missing a character?

The full alphabet, numbers and punctation have been provided, but if a character is needed, for example a letter with an accent mark, please contact Robin Easter Design and the character will be provided.

TYPOGRAPHY

The font Sachsenwald has been customized to create a unique letterset for the Vow’d brand.

Blackletter

Blackletter should be used sparingly and only for a few words at a time.

CALL OUTS, SPECIAL TREATMENTS

EXAMPLES OF UNACCEPTABLE USE

Never use Blackletter for text longer than a few words .

Avoid red and wine against each other with Blackletter . The effect is too harsh and off brand . It might be acceptable for Halloween .

Never use the typeface Saschenwald . Certain characters are too harsh .

TYPOGRAPHY

Wonderful

Blackletter

Letter Spacing

Certain type treatments require additional space between letters.

CHRISTEL in all caps should be tracked 100 to 300 .

Upper and lower case headers should be tracked 75 .

TRENDA in all caps should be tracked 100 to 300 .

Upper and lower case headers should be tracked 50 .

BLACKLETTER should have space between each letter optically similar to the lower case L .

31 TYPOGRAPHY

LOVE STORIES Love Stories LOVE STORIES Love Stories

Tracking /

Paragraph

Alignment

The Vow’d brand should primarily use left aligned or centered type.

LEFT ALIGNMENT

CENTER ALIGNMENT

Centered text should only be used for smaller bits of copy . If you are typesetting more than a few paragraphs, left alignment should be used .

EXAMPLES OF UNACCEPTABLE USE

The Vow’d brand should never use justified type . The effect is too rigid and feels uptight .

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce suscipit, lorem in sed gravas dignissim, elit nunc lacinia elit, mattis con sequat dolor massa velit. Quisque male suada consequat est, ind porta elit porttitor nec. Nam quis risus sit amet ante molestie facilisis.

32 TYPOGRAPHY

Dancing

Letters that jump above and below the baseline may be used as a special treatment. It may be used in upper or lowercase. Trenda should be used primarily.

33 TYPOGRAPHY

Type LO V E LY S a t i n C h i f f o n

Drop Caps

Drop caps may be used in the brand as a stylistic treatment for paragraphs of text. Blackletter should be used primarily.

uis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam.

34 TYPOGRAPHY

35 4

GRAPHICS

Confetti

There are two styles of graphic confetti used within the Vow’d brand: hearts and diamonds. These can be used at various scales, 1 color or multi color.

NOTE 8.5 × 11 sheets of the confetti have been provided as part of the graphics package. These are not set in stone, the pieces of confetti can be moved around based on the needs of the layout.

DIAMONDS

HEARTS

GRAPHICS

Unacceptable Use Examples of

The confetti should look intentionally random. Never duplicate the same set over and over or allow weird clusters to form.

Never duplicate the same cluster in a way that an obvious pattern forms .

Avoid odd clusters or confetti that is perfectly aligned .

GRAPHICS

Unacceptable Use Examples of

While the placement of the confetti is intentionally random, the rotation of the diamonds and hearts is always consistent. The hearts may be rotated 45°, 90° and 180°. The diamonds should never be rotated.

Never rotate the diamonds .

Never slightly angle the hearts . Only rotate them at 45°, 90° and 180° .

GRAPHICS

Zigzag

The zigzag may be used to divide sections of copy, emphasize headers or as a decorative element. The zigzag can be lengthened by duplicating the pattern. It should never be stretched.

BRIDAL

CORRECT LENGTHENING

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.

GRAPHICS

Dingbats

The diamond and heart may also be used small as dingbats or decorative elements. The ring from the logo may also be used, but this should be reserved for very special cases. Never use the ring more than once on the same piece or simultaneously with the full logo.

BRIDAL

If a decorative element is needed to divide information, the diamond (Christel middle dot) is preferred, rather than a slash or vertical line .

GRAPHICS

GOWNS · SHOES · JEWELRY

Decorative Corner

A decorative corner can be used to add a small branded detail to plain boxes. It may be used on one corner, two or all four.

DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT .

FUSCE SUSCIPIT .

GRAPHICS

LOREM IPSUM

Decorative Corner

Upon close inspection, this is not just a beveled corner, but the slight curve of the diamond shape knocked out.

DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT . FUSCE SUSCIPIT .

GRAPHICS

LOREM IPSUM

Decorative Corner

The corner should be aligned on the diagonal.

CORRECT CORNER ALIGNMENT

INCORRECT ALIGNMENT

GRAPHICS

Unacceptable Use Examples of

The same rules of proportion and resizing that apply to the logo apply to the graphics. The graphics must be resized proportionally.

Never stretch the graphics .

GRAPHICS

Examples of

Unacceptable Use

While the confetti can be used at various scales, please be mindful of the scale of the zigzag, dingbats and decorative corner. The following show examples where these elements are out of proportion relative to the text size.

LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT FUSCE SUSCIPIT, LOREM SED GRAVA DIGNISSIM, ELIT NUNC LACINIA ELIT

The graphics here overpower the text and appear clunky .

GRAPHICS

BRIDAL

46 5

PHOTOGRAPHY

Photography Style

Vow’d photography should reflect the spirit of the brand: fun, vibrant, youthful, happy, approachable.

PHOTOGRAPHY

Overlays

For even more fun, overlays of confetti or typography can be used for editorial, catalog, or advertising layout. This treatment could be used on the website on the homepage or category pages for example, but should not be used for product images.

PHOTOGRAPHY

Overlays

The overlays may be bound by the borders of the image or extend beyond. The former is more for when graphics bleeds off the edge of the page or screen. The latter is preferred when the image does not bleed.

PHOTOGRAPHY

Overlay

PHOTOGRAPHY

Examples

Overlay Examples

51 PHOTOGRAPHY

Overlay Examples

52 PHOTOGRAPHY

Overlays

Color fills may butt against photography or be used as overlaying boxes.

BRIDAL

LOREM IPSUM

DOLOR SIT AMET, CONSECTETUR

ADIPISCING ELIT .

FUSCE SUSCIPIT

PHOTOGRAPHY

Overlays

Allowing the graphics to layer on top of each other and be unbound by the border of the photograph can add depth and visual interest to the layout.

BRIDAL

PHOTOGRAPHY

LOREM IPSUM

HERE’S TO NEW BEGINNINGS, SPREADING LOVE, AND A LIFETIME OF HAPPINESS. XX

132

865-524-0146

robineaster.com

PREPARED BY

West Jackson Avenue Knoxville, TN 37902

Vow'd Brand Book

BRAND BOOK

WELCOME

OUR BRAND

Brand Manifesto

Brand Voice

Brand Values

Customer Architecture

COLORS + PAPERS

Official Colors

Color Usage

Color Usage

Official Papers

Margins + Ratio

Proportions + Resizing

Examples of

Unacceptable Use

Color Usage

is Not Available When Color Printing

Christel

EXAMPLES OF UNACCEPTABLE USE

BRIDAL GOWNS

Bridal Gowns

LOREM IPSUM

Tel. 555-1234

Love Love Love Love Love Love Love Love

EXAMPLES OF UNACCEPTABLE USE

BRIDAL GOWNS

Bridal Gowns

Missing a character?

CALL OUTS, SPECIAL TREATMENTS

EXAMPLES OF UNACCEPTABLE USE

Letter Spacing

Paragraph

Alignment

LEFT ALIGNMENT

CENTER ALIGNMENT

EXAMPLES OF UNACCEPTABLE USE

Dancing

Drop Caps

Confetti

DIAMONDS

HEARTS

Unacceptable Use Examples of

Unacceptable Use Examples of

Zigzag

BRIDAL

CORRECT LENGTHENING

Dingbats

BRIDAL

Decorative Corner

DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT .

FUSCE SUSCIPIT .

Decorative Corner

DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT . FUSCE SUSCIPIT .

Decorative Corner

Unacceptable Use Examples of

Examples of

Unacceptable Use

Photography Style

Overlays

Overlays

Overlay

Overlay Examples

Overlay Examples

Overlays

BRIDAL

Overlays

BRIDAL

Articles inside

Overlay Examples

Unacceptable Use Examples of

Unacceptable Use Examples of

Confetti

Love Love Love Love Love Love Love Love

is Not Available When Color Printing

Brand Manifesto