Brand Book
Why a Brand Book? This book is to serve as a guide to all employees in the areas of design and marketing. This book will serve as a compass, navigating you through our design process and principles. We aspire to have a concise design theme across all mediums so our story can be told effectively and our consumers can experience our brand to the fullest. This is a precious resource and it must be followed to the letter.
Table of Contents 1. Who we are. Vessle 2. Mission & Vision Statement 3. What Sets us Apart 4. Our Process 5. Identity Mark 6. Do’s and Don’ts for our Identity Mark 7. Color Palette 8. Typography 9. Personas 10. Image Librar y 11. Our Brand in Use
Who we are.Vessle. At Vessle we believe that small changes can make a big impact. More specifically we believe that small changes in the way we look at how we use water in homes can make a big impact on our water systems and create sustainability for the future. We are an innovative company always pushing the envelope when it comes to new ways to promote sustainability.
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Our Mission
Our mission is to reduce the stress on our fresh water resources while providing clean drinkable water in everyone’s home in innovative ways.
Our Vision
Our vision is to bring innovative clean water solutions to everyone’s home while lowering the impact on our fresh water resources.
Who we are. 4
What Sets Us Apart. What sets us apart is our dedication to conserving our fresh water resources through new and innovative ways that every single person can do. We strive to create products that every single person can use on a daily basis that are easy and intuitive but are at a low price point so everybody can enjoy them. We want people to make the difference by giving them the means to do so. We want to change how people think about the water that they use every single day and how they can make a positive impact on their fresh water resources. Together through small changes, we can make a big impact.
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Our Process Our process is very imporant here at Vessle. It dictates how we operate as a company. It is the structure on which we make everything. We believe through innovative thinking and well designed products we can create a sustainable future for generations. These are the building blocks of Vessle and must be throughly thought of in any process we do here.
abil tain Sus
tion
ova
Inn
ity
Design
What Sets Us Apart. 6
The Identity Mark. Our logo is a valuable asset and must be treated with respect. It is the way people recognize who we are as a company and is crucial to our identity as a company.
01 This mark maybe used by itself in many applications such as products but should never be smaller than .5 inches wide on print and 36 pixels wide on web. 02 The full logo with text should be used on all print materials such as printing publications, advertising billboards, posters, fliers and product packaging.
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.5�
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Identity Mark. 8
The Do’s and Don’ts. These are the do’s and don’ts when it comes to our logo. They are pretty straight forward and they are crucial for establishing our brand consistently.
Do’s
Don’ts
01 Space around the Logo
04 Warning!
Leave a x-height space around the logo at all times.
02 Logo on color
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Please don’t put our logo on colors that don’t work.
05 Do not rotate logo
This is an appropriate use of our logo on color that is acceptable with our color palette.
Never rotate the logo
03 Logo with tagline
06 Do not embellish the logo
Always leave the x-height space between the logo and tagline.
Do not add anything to logo, drop shadows, embossing, extra strokes, etc.
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Do’s and Don’ts. 10
Our Color Palette. Our colors are what make us unique and give us our personality. We are all about saving water and our colors speak to that. They resemble the clean water our product saves. These are the primary colors for headers and text
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CYMK: 83/31/58/11
CYMK: 92/55/48/27
CYMK: 0/0/0/90
RBG: 36/126/115
RGB: 15/94/97
RGB: 65/64/66
Hex: #247E73
Hex: #0F5461
Hex: #414042
CYMK: 28/0/19/0
CYMK: 38/0/35/0
CYMK: 58/0/36/0
RGB: 183/224/213
RGB: 158/213/182
RGB: 102/197/186
Hex: #B6E0D5
Hex: #9ED5B6
Hex: #66C5B4
The Type. We use the Gill Sans Std family as our main font. It has a wide variety in its family which makes it very versatile while maintaining easy readability and a clean look. The two main fonts we use are Gill Sans Std Light* and Gill Sans Std Regular*.
Aa Aa *
Gill Sans Std Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789
*
Gill Sans Std Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789
Aa Aa
Gill Sans Std Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789
Gill Sans Std Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789
Color Palette & Type. 12
Our Customer Personas. Understanding our customer personas is essential in understanding our brand. A brand is what our customers recognize us as, their opinions matter as ultimately they define what our brand is. By understanding who is in our target market we can create the material to cater to their needs.
Katie Smith
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Larry Anderson
Sandra Hernandez
Katie Smith Katie is a 54 year old librarian who is married. She enjoys growing plants inside her house and is conscious of her daily water use around her house. She doesn’t like to carry around big watering cans to water her flowers as they can be a strain on her muscles. She is looking for a way to conserve the water that is wasted by the shower to use on her flowers.
Larry Anderson Larry is a 35 year old account executive with a wife and three children. He enjoys the outdoors by fishing and camping with his family. He is very active and likes to go on runs daily. Larry is also conscious of the amount of water he uses within his home and would like to make a difference in the way his family uses water. He also likes using water filters cause the water quality where he lives is low.
Sandra Hernandez Sandra is a 24 year old recent graduate of college. She is currently working as a nurse. She is very conscious of her spending habits and has a tight budget due to her student loans. She is always looking for ways to cut down on pricey monthly bills. She feels that she could save money by conserving the water she uses before showering by using it as drinking water.
Personas. 14
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Image Gallery. 16
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Image Gallery. 18