Brand Guideline
2021
Contents
Page 3
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Page 14
Page 20
Page 24
PAGE 31
Brand Guideline
About the Brand Logo Usage Color Usage Typography Phototgraphy Illustration
About The Brand
Brand Guideline
About Us Are you looking for a holistic and natural way to improve your emotional, mental, and physical well-being? Functional mushrooms are used today to treat a variety of serious illnesses, so it’s extremely important to choose the most effective high-quality ingredients with the correct ratio of active substances, which is safe for the organism and the environment.
Atabey uses nature’s elements to combine ancient holistic wellness practice while offering a variety of products assisting you in achieving your optimum health goals, both physically and mentally. This is accomplished by rituals of self-care that encourage you to pause, stay present, and let the tension of the day melt away with our products.
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About The Brand
Brand Guideline
Functional mushrooms are used today to treat a variety of serious illnesses, so it’s extremely important to choose the most effective high-quality ingredients with the correct ratio of active substances, which is safe for the organism and the environment.
We’re not just regular manufacturers and retailers. We understand medicinal mushrooms as we use them in therapeutic practices and see their effects every day in our clients.
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About The Brand
Brand Guideline
5 3
True relaxation, energy, and focus ensure that every aspect of your being is rejuvenated, productive, and connected. No matter what is happening in your personal adventure, instead of allowing distractions and stress to overwhelm you, our products harness the power of self-healing while promoting the multi-variety of mushrooms and their numerous health benefits.
We’re producing bioactive mushroom products from locally grown mushrooms. Where many companies source their mushrooms from China that often are full of
To create our dual liquid extract tinctures, we’re using a unique
heavy metals, toxins, and pesticides, we believe in sourcing from farms in the US,
extract process and advanced technology providing quality
supporting our local communities, and working with the highest quality ingredients.
products. We are dedicated to maintaining integrity through
We use 100% mushroom fruiting bodies that are more readily bio-available to
sustainable sourcing, packaging, and production. We ensure
ensure optimal homeostasis support compared with other companies that insert
that the waste is managed in a sustainable manner, by
inferior ingredients including mycelium, non-natural fillers, and grains.
recycling the spent substrate and turning it into compost.
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About The Brand
Brand Guideline
Atabey embraces fungi kingdom as the source of our community’s health and wellbeing. We couldn’t be more grateful for what mother nature has provided and strive to educate and spread awareness around the globe.
Atabey is more than a business – it is our aspiration for a better future.
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About The Brand
Brand Guideline
Brand Story I believe the best way to begin reconnecting humanity’s heart, mind, and soul is for us to share our individual stories. Since I was a super adventurous little girl growing up in Ukraine, running around in the woods and playing in the rivers, I found great joy in nature. Throughout life, my parents took great care of me as we were fortunate enough to have a garden fulfilling our nutrient needs and keeping us energized all day long.
After moving to the US 6 years ago my love for adventure stayed the same but I started feeling different: low energy levels, fatigue, and lack of motivation. I was being suggested by my social circle to use various vitamins to keep myself healthy. The idea of going to the pharmacy to get help just couldn't sit right with me and I started looking deeper to understand nature’s connection to the human body. I learned that the health and food industry is filled with many misconceptions about diets and what it means to be healthy and eat well. The traditional American diet is full of missing nutrients and empty calories that all of us consume on a daily basis. And that's when it struck me "You are what you eat" is not just a metaphor, everything we consume will eventually manifest itself physically as well as mentally.
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About The Brand
Brand Guideline
Luckily my best friend, who is a professional botanist, introduced me to nature’s functional mushrooms and their healing powers. Once I started utilizing them, there was an evident difference that blew me away, not only my physical but also my mental and spiritual health improved exponentially. I started to experiment with different medicinal mushrooms getting inspiration from traditional herbalism, contemporary pharmaceuticals, and nature-based spiritual practices. That’s why I decided to start Atabey and create essential everyday products accessible to everyone.
Atabey is a Caribbean goddess. She is the female entity who represents the Earth spirit and the spirit of agricultural and human fertility. She manifests in multiple aspects primarily as the loving mather and the spirit of love itself. We want to achieve cultural harmony through knowledge that will create awareness and understanding to broaden our perspective and connect with each other.
Creating Atabey has been one of the most difficult, yet fulfilling challenges I have encountered in my life. I want to inspire, motivate, and remind people to connect to our roots and use all the resources that mother nature provides us. I don't believe in a magic pill that will make us stronger, faster, or richer but I believe in creating healthy habits that will propel us on this journey to ultimate wellness.
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Logo Usage
Brand Guideline
01
Logo Usage
Guidelines on how our logo should be used. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
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Logo Usage
Brand Guideline
Brand Logo
Full Logo
Our brand logo is an emblem logo that consist of a serif logotype with an illustrated character of the Atabey Goddess. The brand logo can be presented as a full logo or without the illustrated character as stacked or horizontal logotype.
The nature of the elements of the brand logo should not be modiďŹ ed, recreated or transformed in any way. The logo shall Stacked Logotype
Horizontal Logotype
never be streched and should be resized proportionately so that it is legible at all times.
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Logo Usage
Brand Guideline
Illustrated Character The brand features an illustrated character of the Atabey Goddess. The illustration can be extracted from the logo and used individually as a graphic element.
The nature of the elements of the illustrated character should not be modiďŹ ed, recreated or transformed in any way.
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Logo Usage
Brand Guideline
For full logo, the minimum clearspace is determined by the
Clearspace & Minimum Size
height and width of the sun symbol as illustrated on the left.
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 both stacked and vertical logotype, the minimum clearspace is determined by the height and width of the letter "A" from the logotype
Minimum Width: 15mm
Minimum Width: 25mm
Minimum Width: 18mm
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Logo Usage
Brand Guideline
Incorrect Logo Usage
Do not create new
Do not rotate or
Do not resize or modify
Do not add any unofficial
compositions
reflect the logo
any part of the logo
elements to the logo
Do not compress or
Do not use gradient,
Do not change the color
Do not add in special
stretch the logo, always
always refer to the
of logo, always refer to
effects such as drop
resize proportionately
color usage guideline
the color usage guideline
shadows or 3D effects
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Color Usage
02
Guidelines on how our colors should be used. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
Brand Guideline
Color Usage
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Brand Guideline
Color Usage
Brand Colors
White
Beige
Pale Pink
Pink
Green
R 255 G 255 B 255
R 246 G 242 B 237
R 244 G 236 B 235
R 253 G 233 B 242
R 207 G 226 B 185
C0 M0 Y0 K0
C2 M3 Y5 K0
C3 M6 Y4 K0
C 0 M 10 Y 0 K 0
C 20 M 2 Y 33 K 0
# ffffff
# f6f2ed
# f4eceb
# fde9f2
# cfe2b9
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Color Usage
Brand Guideline
Yellow
Purple
Blue
Blush
Black
R 251 G 233 B 181
R 150 G 108 B 175
R 190 G 216 B 241
R 247 G 159 B 149
R0 G0 B0
C 2 M 6 Y 33 K 0
C 45 M 66 Y 0 K 0
C 23 M 7 Y 0 K 0
C 0 M 46 Y 33 K 70
C 75 M 68 Y 67 K 90
# fbe9b5
# 966caf
# bed8f1
# f79f95
# 000000
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Color Usage
Brand Guideline
Full Logo Color Usage Primary Usage
On the left illustrates the recommended color usage for the full logo.
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Color Usage
Brand Guideline
Full Logo Color Usage Single Color Usage
On the left illustrates the recommended color usage for the full logo.
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Color Usage
Brand Guideline
Logotype Color Usage
On the left illustrates the recommended color usage for both stacked and horizontal logotype.
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Typography
03
Guidelines on how our typography should be used. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
Brand Guideline
Typography Usage
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Typography
Fraunces
Aa
Brand Guideline
Primary Typeface Typography plays a large role in the brand identity. We use a serif typeface named Fraunces to add character and personality to the brand.
ABCDEFGHIJKLMNOPQRSTUVWXYZ áâàäãåabcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()+
The serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.
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Typography
Brand Guideline
14
Muli
Secondary Typeface Muli is the secondary typeface, it is used for
Aa
body copy and larger paragraph of text.
ABCDEFGHIJKLMNOPQRSTUVWXYZ áâàäãåabcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()+
Within brand materials, Muli should appear smaller in scale in relation to Fraunces.
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Typography
Subheading in Muli Light or Regular
Heading with Fraunces Light Fraunces Light can be used for smaller exerts of text that require further emphasis such as this paragraph. Fraunces Light Italic can be used to highlight certain area of text or pull quotes.
Brand Guideline
Typographic Hierarchy 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.
Muli Light is commonly used for body copy. Muli Semibold can be used to highlight or emphasize certain area of text of the body copy. Muli Light or Regular is also used for subheadings while Muli Semibold is used for button text.
B UTTO NS IN MU LI SE MI BOLD
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Photography
04
Inspirational Mood Board on how our photography style should look like. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
Brand Guideline
Photography Style Mood Board
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Photography
Brand Guideline
Photography Style Mood board Inspirational moodboard on how our photography style should look like.
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Photography
Brand Guideline
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Photography
Brand Guideline
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Photography
Brand Guideline
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Photography
Brand Guideline
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Photography
Brand Guideline
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Illustration
05
Inspirational Mood Board on how our illustration style should look like. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
Brand Guideline
Illustration Style Mood Board
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Illustration
Brand Guideline
Illustration Style Mood board Inspirational moodboard on how our illustration style should look like.
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Illustration
Brand Guideline
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Brand Guideline
2021