Identity Style Guide
About 4 History 5 Mission & Branding Strategy
Mobile App 24 Icon & Home 25 Services & Scheduling
Logo 6 Primary Usage & Color Scheme 7 Usage with Motifs 8 Logo Do’s 9 Logo Don’ts
Web Site 26 Welcome Screen 27 Home Page 28 Services Game 29 Services Alternative Screens 30 List of Services
Typography 10 Spacing 11 Fonts
33 Email Ad Locations 34 Hamburg Location & Interior 35 Orchard Park & West Seneca Location
Motifs 12 Primary 13 Secondary
37 Commerical Storyboard
14 Photographic Theme Stationary 16 Business Cards & Envelopes 17 Letterhead Uniform 18 Nametag 19 T-Shirt 21 Vehicle Special Products 22 Garment Bags 23 Hangers
Table of Contents
Vara’s Dry Cleaners has been family-owned and operated since 1946. Art Vara Jr. used his G.I. Bill money to start the business with his father Art Sr. When he returned from serving in the U.S. Air Force, Art Jr. started his own business down the street from his school, Hamburg High. The business prospered. In 1974, Art’s nephew, Richard Waterfield, a second-generation dry cleaner, purchased the store from him. Today, Vara’s still resides in that store on Clark Street in Hamburg and it still remains under family management. Yet under the guidance of Richard’s son Robert, the business has grown to include three other stores in Eden, West Seneca and Orchard Park.
History 4
Family owned and operated dry cleaning business dedicated to providing local residents with convenient, high quality services.
Mission The purpose of this fresh brand is to modernize the look and take advantage of the conveniences of technology. We highlight programs such as the monthly specials and pick-up/drop-off services as an objective to have returning customers. We also want the company to show how it’s owners and employees are trustworthy, professional, and efficient. This cleaner differs from it’s competitors for being familyoriented, owned, and operated.
Branding Strategy 5
R 221 G 221 B 221
R 32 G 63 B 126
R 34 G 79 B 162
R 38 G 107 B 180
C 12% M 9% Y 9% K 0%
C 100 M 87 Y 21 K7
C 95% M 79% Y 0% K 0%
C 86% M 58% Y 0% K 0%
PANTONE #294 C
PANTONE #293 C
PANTONE #300 C
Logo & Color Scheme 6
Logo Using Motifs
VARA'S
DRY CLEANING
VARA'S
DRY CLEANING
The logo is meant to be clean, professional, and modern while still making a hint toward their seventy years of business by using old fashioned laundry motifs.
Secondary 7
VARA'S
DRY CLEANING
VARA'S
DRY CLEANING
Appropriate 8
VARA'S
VARA'S
VARA'S
VARA'S
DRY CLEANING
DRY CLEANING
DRY CLEANING
DRY CLEANING
Appropriate uses include proper alignment and sizing. Changing the font color to white is also allowed when an approved gray background is added. Inappropriate uses include skewing size, orientation, shape, or color in any way.
Inappropriate 9
Spacing 20 px 10 px
DRY CLEANING
10 px
VARA'S 20 px
Typography 10
Logo-
Roboto Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Roboto Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Body-
Roboto Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Roboto Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Roboto Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Font 11
12
The circle motifs may be used on their own or with the logo text. The pattern motifs may be used in white or gray with low opacity to create texture or highlight information on the webpage.
Motifs 13
14
The photography for website and promotional purposes should be warm, clean, and inviting featuring colors of white, blue, gray, or khaki.
Photographic Themes 15
16
Stationery 17
18
Since family mostly works in the locations, screenprinted t-shirts are worn casually. Name tags complete with the primary logo and a clearly distingushed name should be worn on the right side of the chest at all times.
Uniform 19
20
Vehicles used for pick-up and delivery services will be clearly recognized complete with patterns and appropriate, legible contact information on both sides.
Vehicle 21
22
Clear garment bags are adorned with more pattern, while the hangers are kept simple with contact information to remind clients to return.
Garment Bags & Hangers 23
The app will be made simple and user friendly for the business man or woman on the go. Large icons and clear information will encourage users to use this technology.
24
Mobile App
25
Welcome
26
Home
The website will feature a welcome screen with the most frequently used pages for convience. Additional options are featured on the top menu bar. Once inside the site, a new homepage will appear with monthly specials and information.
Website 27
Services
28
Cards with options
Cards without options
The services page includes an interactive feature where clients can pick the garment and materials in order to determine the price of service. 29
30
Alternatively, there will be a PDF version to download on the website. Print outs on an official letterhead will be available at the locations also.
List of Services 31
32
This advertisment will be sent to our mailing list. It will inform customers of special offers and sales, as well as redirect them to website for more features.
Email Ad 33
Hamburg Location
Interior
34
Orchard Park Location
West Seneca Location
The unique locations are meant to service the new and returning customers in the WNY area. The exteriors must be maintained and feature large metal, three-dimensional signage. The interior will be clean, modern, and feature marble counters and clear signage.
Locations 35
36
The commerical advertisment will reiterate the color scheme with a friendly, family-oriented atmosphere to remind clients of the companies reliability promise.
Commerical Storyboard 37
Taylor Schutt University at Buffalo Identity Design Stephanie Rothenberg