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BRAND STANDARDS MANUAL
Mosaic Flooring & Tiling | Brand Standards Manual First Edition | April 26, 2017
TABLE OF CONTENTS Introduction 5 Logo 11 Color Specifications
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Logo Dos and Don’ts
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Typography 33 Business Collateral
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Patterns 57 Animation 61 Contact 66
CHAPTER 1 INTRODUCTION
INTRODUCTION What is Branding? When we see a recognizable logo, how does it make us feel? What connotations do we have with this emblem that help form our opinion of a brand? The ideas and feelings we associate with companies are highly dependent on our personal interactions with the brand. If a company has defined brand standards, a personality is created and can be communicated across a variety of outlets. A brand is not solely a logo. It’s the feeling you get when you hear their name, the excitement you have for their new product launch, the memories you have as a kid when you first wore, used, or consumed their product.
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INTRODUCTION
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Purpose This brand standards manual was created in order to ensure all interactions customers have with our brand are consistently upheld and in-line with our vision, mission, and values. Whether viewing our advertisements, calling our office for information, perusing our website, or receiving installation services from us, we want every point of contact to be cohesive so that our clients can rely on high-end service at all times. It is important to create order and direction for personnel at all levels of our company as well as materials used for branding and advertising. Doing so helps build a strong brand by creating a trust-worthy personality brought to life by consistency. In doing so, we hope to garner the trust of potential and existing clients.
Mosaic Flooring & Tiling | Brand Standards Manual
INTRODUCTION
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Values We are a hard-working, steadfast team. At every interaction, we strive to be ethical and sincere and view every point of contact as an opportunity to brighten someone’s day.
Vision Mosaic Flooring & Tiling will be our region’s #1 retailer and service provider in the flooring industry. Our name will be synonymous with integrity and pristine workmanship.
Mission We help our customers bring their dreams to life. We accomplish this by delivering high quality materials, impeccable craftsmanship, and exemplary customer service.
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INTRODUCTION
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Tone of Voice Mosaic Flooring & Tiling is a positive and professional establishment. We realize clients may have many questions in regard to our services and are looking to receive the best work for the best price as soon as possible. We aim to be patient and thorough in every interaction, including within our business. We seek to have our daily interactions be enjoyable and uplifting in order to create a positive and strong personality. All interactions with our company should be: • Professional • Enjoyable • Helpful • Positive • Friendly
Mosaic Flooring & Tiling | Brand Standards Manual
CHAPTER 2 LOGO
LOGO Description The logo for Mosaic Flooring & Tiling is comprised of a wordmark coupled with a logo mark. “Mosaic” is shown in a custom typeface. Its geometric structure is meant to emulate the sharp edges of tiles used in our profession. The crossbar of the “A” is represented by a symbol whose outline is echoed in the logo mark. The red-orange color used in the logo mark and crossbar symbolizes the clay that was traditionally used to make terracotta tiles. Terracotta is derived from Latin and translates to “baked earth.”
Mosaic Flooring & Tiling | Brand Standards Manual
LOGO
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Logo Mark
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Wordmark 13
LOGO
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Versions There are two versions of the logo; a landscape view and a portrait view. The landscape view is the primary logo. The portrait version may be used when horizontal space is limited.
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LOGO
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LOGO
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Minimum Size In print material, the minimum size of the logos are as follows: • landscape version must not be featured at any size smaller than .56” tall (shown) • portrait version must not be featured at any size smaller than .94” tall (shown) In digital material, the minimum size of the logos are as follows: • landscape version must not be featured at any size smaller than 156 pixels tall • portrait version must not be featured at any size smaller than 373 pixels tall Please note that the logo is shown throughout this booklet on various documents that are not displayed to scale. Because of this, the logo appears at sizes smaller than the minimum allowed size, however it is only shown for modeling purposes and should not be used to reference minimum size requirements.
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LOGO
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≥ .56” or 156 pixels F L O O R I N G
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≥ .94” or 373 pixels
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CHAPTER 3 COLOR SPECIFICATIONS
COLOR SPECIFICATIONS .
Terracotta
RGB: 255 67 56 CMYK: 00 87 80 00 Pantone Warm Red C #FF543F
Obsidian
RGB: 17 24 32 CMYK: 81 71 59 75 Black 6 C #111820
Mosaic Flooring & Tiling | Brand Standards Manual
COLOR SPECIFICATIONS
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Versions Our official colors are Terracotta and Obsidian. All logo typefaces are to be featured in Obsidian and the cross-bar and logo mark are to be featured in Terracotta. Alternate colorways that may be used are: • Black logo on a white background (page 22) • White logo on a black background (page 23) • Terracotta logo on a white background (page 24) • White logo on a Terracotta background (page 25) A .5 stroke must be applied to “Flooring & Tiling” when placed on a colored background. The colorways listed above are sampled on the following pages (pages 22-25). For questions regarding the use of alternate colorways, contact us (page 66). 21
COLOR SPECIFICATIONS
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F L O O R I N G
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COLOR SPECIFICATIONS
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COLOR SPECIFICATIONS
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F L O O R I N G
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COLOR SPECIFICATIONS
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CHAPTER 4 LOGO DOS AND DON’TS
DOS AND DON’TS Safe Space Great care should be taken when using the company logo. In order to uphold the visual integrity of our logo, safe space must be used when placing the image so that it is not crowded and difficult to discern. The safe space is equal to half the width of the “O” in “Mosaic” and should be used as padding around the entire logo for both landscape and portrait versions.
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DOS AND DON’TS
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Manipulating the Logo The logo should never be: 1) rotated 2) framed 3) cropped 4) skewed 5) underlined 6) have a stroke applied (exception is noted on page 21) 7) stretched 8) placed on a patterned background 9) have a drop shadow applied
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DOS AND DON’TS
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CHAPTER 5 TYPOGRAPHY
FONTS Avenir The typeface to be used when creating copy associated with Mosaic Flooring & Tiling is Avenir. Type should only be featured in black unless it is a footer. Footers may be featured in Terracotta. Different weights of Avenir should be used only in certain applications; these are listed below: Chapter Main Titles:
Black 36pt
50 kerning
ALL CAPS
Chapter Subheaders:
Heavy 16pt
50 kerning
ALL CAPS
Headers:
Black
18pt
50 kerning
ALL CAPS
Subheaders:
Heavy
16pt
50 kerning
Light
12pt
50 kerning
Light
9pt
50 kerning
Body & Labels: Footers:
Mosaic Flooring & Tiling | Brand Standards Manual
18.8 line leading
FONTS
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Avenir Light 0123456789 ?!@&#$% abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Avenir Heavy 0123456789 ?!@&#$% abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Avenir Black
0123456789 ?!@&#$%
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 35
CHAPTER 6 BUSINESS COLLATERAL
BUSINESS COLLATERAL Business Cards Our business card measures 2” x 3.5” and has a landscape layout. The front of our business cards feature our landscape logo with our website right-aligned to the bottom of the logo. The placement of our website lies exactly outside the allowed safe space of 1/2 the width of the “O” from the edge of the logo. The logo and website are centered vertically and horizontally. The back of our business card features our portrait logo on the left with information on the right. The right and left border of our business card has padding of .32” from the edge of the card to the edge of the nearest graphic element. A vertical line separates both sections and is a height of 1.25”. The separator lies directly between the logo and text. The ascender line of the personnel’s name meets the top of the separator and the baseline of the email address meets the bottom of the separator. Mosaic Flooring & Tiling | Brand Standards Manual
BUSINESS COLLATERAL
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.52” .41”
SEAN MEYER
FLOORING SPECIALIST
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240.441.9167 @MOSAICFL MOSAICFL.COM SEAN.M@MOSAICFL.COM
MOSAICFL.COM
.52” Name:
Heavy
10pt 90 kerning
Title and Website:
Light
7pt
90 kerning
8.4 leading
Contact Information:
Light
6pt
90 kerning
7 leading
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BUSINESS COLLATERAL
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Letterheads Our letterhead is sized at 8.5” x 11”. Our portrait logo is placed .5” away from the border, both from the top and left side. Contact information is positioned 2x the allowed padding distance below the logo and is left-aligned to also be .5” away from the left side of the paper. A separator line is positioned to the right of the contact information at a distance of 1x the allowed padding. The separator begins at the top ascender line of the address and extends until .5” away from the bottom. The contact information is written in Avenir Light 8pt 9.6 kerning ALL CAPS. The back of our letterhead features a pattern created by repeating our logo mark.
Mosaic Flooring & Tiling | Brand Standards Manual
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BUSINESS COLLATERAL
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Quote Sheets The position of the logo, address and phone number are the same as on the letterhead (reference page 34). In addition, “Quote Sheet” is positioned in the upper right-hand corner of the page, .5” away from the sides and shares a baseline with the logo. Specs: Avenir Heavy 36pt 0 kerning. The customer information is located .5” below our phone number. Half-an-inch below the clients phone number lies a separator line. The separator line extends across the page, leaving .5” border of space between the edges. The separator is featured in Terracotta and has a line thickness of 3 points. Pricing, along with descriptions are located .5 inch below the separator. Blank areas are left for the estimator to fill out. Specs for headers: Avenue Heavy 8pt 9.6 kerning.
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QUOTE SHEET DATE: August 8, 2018 INVOICE #: 220
3250 JEFFERSON AVENUE CINCINNATI, OHIO 45220 240.441.9167
CUSTOMER: Elliot Thompson 4562 Riversdale Blvd. Cincinnati, Ohio 513.791.6426
DESCRIPTION
QTY
RATE
AMOUNT
TOTAL:
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Invoices The layout of our Invoice matches the layout for our Quote Sheet (reference page 39). The only alteration to the layout is changing “Quote Sheet” to “Invoice.” The same specs for type are applied. When an invoice has been paid, a stamp is used to mark the invoice. The stamp should be placed in the blank area above the separator line between all text at an angle, roughly equal to 30º. If needing to send a paid Invoice electronically, the “Paid” stamp may be mimicked. Specs: “Paid” is in shown in Stencil 60pt 50 kerning
The date is shown in Stencil 32pt 50 kerning 32.4 leading
Mosaic Flooring & Tiling | Brand Standards Manual
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INVOICE DATE: August 8, 2018 INVOICE #: 220
3250 JEFFERSON AVENUE CINCINNATI, OHIO 45220
F L O O R I N G
3250 JEFFERSON AVENUE CINCINNATI, OHIO 45220
240.441.9167
240.441.9167
CUSTOMER: Elliot Thompson 4562 Riversdale Blvd. Cincinnati, Ohio
CUSTOMER: Elliot Thompson 4562 Riversdale Blvd. Cincinnati, Ohio
513.791.6426
513.791.6426
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DATE: August 8, 2018 INVOICE #: 220
8.9 QTY
RATE
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BUSINESS COLLATERAL
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Images Images that feature our work should display our logo when featured alone, such as on signs used at tradeshows. The logo should be featured in a corner of the photo that does not obstruct the view of the work being presented. The logo must be featured in the center of a solid-colored box that has padding equal to half the “O” in “Mosaic.” The primary version of the logo should be used on a white background. Exceptions may apply, please contact us (page 66) if questions arise. The exception is when pictures are featured in a publication, such as a brochure, pamphlet, or flier. If the image of our work is housed in a document that already features our logo, the logo is not required to appear on images.
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BUSINESS COLLATERAL
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BUSINESS COLLATERAL
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Brochures The layout of brochures should follow the guidelines defined on page 30. A 1/2� margin should be used to create padding around content.
Mosaic Flooring & Tiling | Brand Standards Manual
BUSINESS COLLATERAL
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ABOUT US Mosaic Media is a high-end flooring and tiling company that specializes in ornate tiling. If you are looking to update or freshly install flooring in your business or home, Mosaic Media wishes to provide you with the upmost service and quality crafstmanship.
SERVICES F L O O R I N G
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Hardwood
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Laminate
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Carpet
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Vinyl
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Tile
FREE ESTIMATE We’re here to answer any questions you may have and we provide a free estimate with an initial consultation.
CONTACT To schedule a consultation with us or for any question, please contact us: MOSAICFL.com 240.441.9167 3250 Jefferson Avenue Cincinnati, Ohio 45220 info@mosaicfl.com
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Email Signatures Specifications for our email signatures: Person’s Name:
Black 20pt
50 kerning
ALL CAPS
18.8 line leading
Title, Website & Email:
Light
12pt
50 kerning
ALL CAPS
18.8 line leading
Phone Number:
Light
12pt
50 kerning
ALL CAPS
28.8 line leading
The separator line between the title and phone number is featured in Terracotta and has a line thickness of 3 points. The minimum size of our logo is featured below our personnel’s email address at a distance equal to 28.8 line leading.
Mosaic Flooring & Tiling | Brand Standards Manual
BUSINESS COLLATERAL
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SEAN MEYER FLOORING SPECIALIST 240.441.9167 MOSAICFL.COM SEAN.M@MOSAICFL.COM
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Vehicles Company vehicles are white. The primary logo is featured on the side and back of our vehicles while still adhering to safe space guidelines (pages 28-29). The design of our vehicles echoes the straightforward approach of our company.
Mosaic Flooring & Tiling | Brand Standards Manual
BUSINESS COLLATERAL
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BUSINESS COLLATERAL
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Uniforms Our uniforms are comprised of cotton pique polos, khaki pants (no shorts) and black work shoes. There are no specific clothing brands to purchase. There are examples shown on page 55 and items of dress should not stray too far from the provided samples. If questions arise, please contact us (page 66). Business shirts are white or light grey and should feature our primary logo on the left breast pocket area. The logo should be embroidered at a width of 4“ for all shirt sizes. It is desired for all employees to maintain well-kept facial hair or no facial hair. Long hair should be kept in a low ponytail. Tattoos, except facial tattoos, are welcome.
Mosaic Flooring & Tiling | Brand Standards Manual
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CHAPTER 7 PATTERNS
PATTERNS Dos and Don’ts The only element that may be used to create a pattern is the logo mark without the “M.” The logo mark may be scaled and repeated to create a pattern, although it is not required for the logo mark to be scaled . An acceptable pattern does not overlap any elements (a). An unacceptable pattern overlaps the logo mark (b). Color specifications for patterns are the same as those for the logo (pages 20-25).
Mosaic Flooring & Tiling | Brand Standards Manual
PATTERNS
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b)
Unacceptable
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CHAPTER 8 ANIMATION
ANIMATION Movement Our logo reads left to right. In order to maintain legibility, when animated, the logo may only be revealed by: • Already being present on the screen • Moved into the screen from the right • Move up into the screen from the bottom • Move down into the screen from the top The logo must always appear in its entirety, whether in its portrait or landscape view. Patterns of the logo may be used.
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CHAPTER 9 CONTACT
CONTACT Questions This manual was made in order to provide guidance when creating materials for Mosaic Flooring & Tilling. If any questions should arise, please contact us using the following information: 240.441.9167 info@mosaicfl.com 3250 Jefferson Avenue Cincinnati, Ohio 45220
Mosaic Flooring & Tiling | Brand Standards Manual
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