doing more daily.
BRAND GUIDELINE 2020
BRAND GUIDELINE
Logo Usage
01
8 - 16
Color Usage
19 - 22
contents.
04
23 - 30
02
16 - 18
Typography Usage
Photography Style
Illustration Style
05
31 - 32
03
Brand Iconography
06
33 - 34
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Better greens is a delicious green powder supplement that meets your daily nutritional requirements. Better greens is served in a single serving pouch that meets your daily nutritional requirements of 2
servings of vegetables and allows you to be as active, adventurous and routine free as possible.
It goes with you to the lake, mountains, brunch, work,
beach and functions as an
instant shot of vitality to keep
what is better greens?
the good times rolling.
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INTERNAL
Bring green drinks to the field of adventure. Active people often don’t slow down to eat as
balanced as they like. Health starts in the kitchen, but we don’t always have one around. The market wasn’t speaking to us.
We’re here to disrupt a traditional industry of
kitchen first, mom-centric and fitness enthysiasts and speak to our people; who live creative adventurous and also want to be healthy.
our mission.
EXTERNAL
doing more daily. We are here to help you stay as balanced as you are active. Building relationships
with an elevated heart rate.
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MARKET DEFINITION
OUR COMPETITORS
Better greens is a supergreens powder supplement company targeted at active-creative trend setters.
Our primary competitors are extablished CPG supplement companies who have been operating for 8 or more years through traditional kitchen-health
marketing and target moms, fitness enthusiasts and professionals.
OUR BRAND PROMISE
doing more daily. We strive to create a community of
adventurers and creaties with active lives who seize the day - everyday.
unapologetically us.
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K E Y TA L K I N G P O I N T S
C O M M U N I C AT I O N H I E R A R C H Y
Veggies anytime, anywhere Encourage audience to try new things Be the director of adventure for your friends Immunity boost
OUR BRAND NAME
01
Drink better greens or #bettergreens
Be more creative Real plants real fast
KEY VALUE PROPOSITION
2 servings of veggies anytime anyplace
KEY BENIFITS AND CLAIMS
Non-GMO
Plant based
Vegan
No artificial sweeteners
Organic
Real ingredients/plants
No Sugar Added
green speak.
02
OUR SLOGAN
03
doing more daily.
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Everything we create and communicate should embody one or more of these brand characteristics:
ADVENTUROUS YET ACCESSIBLE
“Oooh I should try that with my friends this weekend”
our vibes.
INSPIRE COMMUNITY
“I feel like I could be friends with these people”
T R A N S PA R E N T A N D E M PAT H E T I C
“It’s nice there are real humans at this company”
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01
logo usage.
It is important that our
branding remains consistent. Please obey the brand
guidelines for consistent BRAND GUIDELINE 2020
brand communication.
01
LOGO USAGE
Our logo is based on a sans serif typeface designed to be simple, modern and uncomplicated.
W I T H O U T TA G L I N E
The nature of the elements in the logo should not be modified, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times. In most cases the logo either with or without the tagline shall be presented in all brand materials for consistency in brand communication.
vertical logo.
W I T H TA G L I N E
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01
LOGO USAGE
Our logo is based on a sans serif typeface designed to be simple, modern and uncomplicated. The nature of the elements in the logo should not be modified, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times. In most cases the logo either with or without the tagline shall be presented in all brand materials for consistency in brand communication.
horizontal logo.
W I T H O U T TA G L I N E
W I T H TA G L I N E
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01
LOGO USAGE
The brandmark is a leaf icon customized truly for the brand. It acts as the identifying mark or symbol used to represent the brand. The brandmark is ideal for social media avatars, stamps, wax seals, and stickers.
doing more daily.
The submark should not be changed or edited in any way. The submark shall never be streched and should be resized proportionately so that they are legible at all times.
submark.
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01
LOGO USAGE
Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo. For all logo variations including – submark, vertical or horizontal logos with or without the tagline, the minimum clearspace is determined by the height and width of the leaf icon.
logo clearspace.
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01
LOGO USAGE
To ensure legibility and clarity, please do not scale the logo below the recommended size. The logo shall never be streched and should be resized proportionately so that they are legible at all times.
Minimum
Minimum
Minimum
Minimum
Minimum
Width: 15mm
Width: 20mm
Width: 30mm
Width: 32mm
Width: 5mm
logo clearspace.
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01
LOGO USAGE
PRIMARY 3 COLOR USAGE
SECONDARY 3 COLOR USAGE
white & light green on medium green background white & light green on dark green background dark green & medium green on light green background
white & dark green on orange background dark green & medium green on pale green or white background.
white & dark green on yellow background
logo color usage.
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01
LOGO USAGE
PRIMARY 2 COLOR USAGE
SECONDARY 3 COLOR USAGE
white on medium green background white or light green on dark green background dark green or medium green on light green background
white or dark green on orange background dark green or medium green on pale green or white background.
white or dark green on yellow background
logo color usage.
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01
LOGO USAGE
Do not use gradient
Do not rotate the logo
Do not compress or stretch the logo
Do not rearrange parts or create
Do not resize any part of the logo
Do not add unofficial elements in the logo
Do not place elements within the
Do not add in special effects such
logo clearspace
as drop shadows or 3D effects
compositions that are not provided in the guideline
incorrect usage.
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02
color usage
Our brand consist of 4 primary
colors: Pale Green, Light Green,
Medium Green & Dark Green. Our secondary consist of 2
BRAND GUIDELINE 2020
colors, orange & yellow.
02
COLOR USAGE
Our brand consist of 4 primary colors: Pale Green, Light Green, Medium Green & Dark Green. Our secondary consist of 2 colors, orange & yellow.
brand colors.
DARK GREEN
MEDIUM GREEN
LIGHT GREEN
CMYK
CMYK
CMYK
C82 M44 Y100 K84
C66 M25 Y65 K22
C20 M7 Y27 K0
RGB
RGB
RGB
R33 G74 B35
R81 G127 B97
R204 G216 B192
HEX
HEX
HEX
#214A23
#517F61
#CCD8C0
PA L E G R E E N
ORANGE
YELLOW
CMYK
CMYK
CMYK
C4 M2 Y5 K0
C6 M40 Y53 K0
C11 M32 Y76 K0
RGB
RGB
RGB
R241 G242 B237
R234 G164 B124
R227 G174 B88
HEX
HEX
HEX
#F1F2ED
#EAA57C
#E3AE58
03 BRAND GUIDELINE 2020
typography usage
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03
TYPOGRAPHY USAGE
Typography plays a large role in our brand identity. We use a serif typeface to add character and personality to the brand. The serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis. Sumana is the chosen font and we use the font in only 1 weight: Bold
Sumana Bold
primary typeface.
ABCDEFGHIJKLMN OPQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
ABCD P. 2 0
03
TYPOGRAPHY USAGE
Avenir Next is the secondary typeface, we use the font in 3 weights: Regular, Medium & Demi Bold. Avenir Next is used for body copy and larger paragraph of text. Within brand materials, Avenir Next should appear smaller in scale in relation to Sumana Bold.
Avenir Next Regular Avenir Next Medium Avenir Next Demi Bold
secondary typeface.
ABCDEFGHIJKLMNOP QRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
ABCD P. 2 1
03
TYPOGRAPHY USAGE
Heading with Sumana Bold Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.
Avenir Next Medium is used for body copy. Avenir Next Regular can also be used when a slightly more delicate weight is needed. The heading above is Sumana Bold. Avenir Next Bold can be used to highlight or emphasize certain area of text.
SUBHEADING WITH AVENIR NEXT DEMI BOLD
I'm a Heading The heading above is Sumana Bold. Avenir Next Demi Bold is commonly used for subheadings. Avenir Next Demi Bold can also be used for buttons.
typographic hierarchy.
Sumana Bold can be used for smaller exerts of text that require further emphasis.
BUTTONS IN AVENIR NEXT
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A D V E N T U R O U S . H E A LT H Y . OUTGOING .COMMUNITY . FUN . GOOD VIBES . COURAGE
04
photography style
Our photography style is
simple, straightforward and
muted in tones. The imagery direction should portray our
BRAND GUIDELINE 2020
tone of voice accurately.
04
PHOTOGRAPHY STYLE
adventurous healthy outgoing community fun good vibes courage
photography style
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04
PHOTOGRAPHY STYLE
photography style
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04
PHOTOGRAPHY STYLE
photography style
P. 2 6
04
PHOTOGRAPHY STYLE
product photography style.
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04
PHOTOGRAPHY STYLE
product photography style.
P. 2 8
04
PHOTOGRAPHY STYLE
product photography style.
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04
PHOTOGRAPHY STYLE
doing more daily. Instantly upgrade your health and your life with Better Greens.
Supercharge your schedule and keep creating. Get outside more often.
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05
illustration style
Our illustration style are
clean and minimal.
Typography can be used as
an element to highlight
BRAND GUIDELINE 2020
quotes or special events.
05
I L L U S T R AT I O N S T Y L E
Our illustration style are clean and minimal. Typography can be used as an element to highlight quotes or special events.
illustration style.
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06 BRAND GUIDELINE 2020
brand iconography.
P. 3 3
06
B R A N D I C O N O G R PA H Y
PLANT
IMMUNITY
ENERGY
NON
NO SUGAR
ADVENTURE
GLUTEN
THIRD PARTY
BASED
BOOST
BOOST
GMO
ADDED
FUEL
FREE
CERTIFIED
brand icons.
P. 3 4
doing more daily.
BRAND GUIDELINE 2020