Branding Style Guide
Table of Contents 2 Company Statement 4 The Symbol 6 Color Palette 7 Typography 8 Sizing & Margins 9 Inappropriate Uses 10 Stationery 12 Applications
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Company Statement Shadow combines the classic barbershop experience with the convenience of a razor subscription service. Customers who select Shadow can groom the way they wish. Shadow is innovative in its online component in which customers can shop individual products to create a custom subscription package or they can select from a range of pre-configured subscription packages based on their needs and price range. The website can also provide helpful advice for shaving techniques based on hair type and desired style. In the store, customers can walk in without an appointment to enjoy a razor sharp shave by an attentive and meticulous staff member using the quality Shadow brand razors and shave accessories. They can customize the type of shave they receive and purchase the products that are used in their shave experience at their request. The store serves as a location for customers to receive shaving services, purchase shaving-related products off the shelf, or pick up their custom razor subscription packages with no additional fee for shipment. The store can offer more private services by appointment including spa treatments, massages, and waxing. To add to the inviting atmosphere of the in-store shave select food products including coffee, tea, pastries, and spices can be purchased in the store. These will be displayed behind the cashier counter have an eating area separated from the rest of the store where the shaving services occur. We promise our customers quality products and services.
Raymond Zor Raymond Zor President and Chief Executive Officer
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The Symbol The mark created for Shadow is meant to evoke the mysterious light-play that occurs with all masses in nature. The logo features a stylization of a razor cut out of a black mass representing the tangible product with the black mass on the other side representing its cast shadow. The brand’s name references the shaving idiom, “five o’clock shadow” that refers to the darkening effect produced by fine hair growth that appears on men’s faces only hours after shaving. The brand’s mark is meant to evoke the temporal symbol of the sundial as it projects its shadow to denote a time based on the sun’s position in the sky. The play of angles with these two shapes is ultimately meant to form the letter “v” the Roman Numeral denoting the number five.
Early Sketches
Final Result
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Black & White
The symbol and logotype should always appear with a black or white fill. The logo can appear in a black fill without a background in most instances. When the logo is filled wtih white it needs to be placed on a solid black or colored background area. Alternatively, the logo can be used with a pre-proportioned bounding box and the box can be filled with black (with the logo in white fill) or color (see page 6). Printed correspondences should always be printed on white paper stock.
Pat tern ≤ 0.5 inch
The pattern incorporates the logo and leader dot motif that can be incorporated as a design element (e.g. line break). The pattern can be treated in lighter values of any color in the palette. A single unit of the pattern is outlined below. The pattern should never be applied in units measuring less than 0.5 inches in width.
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Color Palette Colors and patterns can be found in numerous applications of products and in-store design elements. When coordinating colors designers should be conscientious and change the logo to black or white depending on the color selected. In addition, the pattern can be used to provide texture to the background of applications such as gift cards and stationery.
PANTONE 3395 U CMYK 72 0 56 0 RGB 50 185 147 HEX #31B993 PANTONE 717 U CMYK 11 64 86 1 RGB 218 118 60 HEX #D9753C PANTONE 285 U CMYK 73 45 0 0 RGB 75 128 193 HEX #4A7C1 PANTONE 388 U CMYK 21 0 91 0 RGB 212 223 62 HEX #D3DE3E
Background Colors
While the logo itself should remain in black or white, color may be used to differentiate product lines or add interest to certain parts of compositions. The white logo coordinates with the turquoise and orange swatch, while the black logo coordinates with a blue or yellow-green background. These color combinations help retain readability and contrast.
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Typography The coordinating typefaces for Shadow print and web applications are listed below. Futura was chosen because of its clean geometric letterforms and it serves as the typeface for the logotype. Use Futura in medium and medium condensed weights and the italic versions of these weights for emphasis. Avenir was chosen for body copy because of its wider letter forms and higher x-height for increased legibility at smaller sizes.
Futura — Medium
A BC D E FGH I J KL MN O P Q RS TU V W X Y Z a bc d e f g h i j k l m no p q r s t u v w x y z 1234 56789!@ #$% &*() Futura — Medium Condensed
A BCDEFGHI JK L MNOP Q RS T U V W X Y Z ab cdef ghijk lmnop qr s tu v w x y z 123 456789!@ # $ %&*() Avenir Next — Regular/Demi Bold
A BCDEFGHIJ K L MNOPQ RS T U V W X Y Z abcdefghijk lmnopqr s t u v w x y z 123456789!@ # $% &* ()
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Sizing & Margins The logo encompasses a bounding box that forms a rectangle. When designing with the logo, ensure that there is enough space around the composition. There should always be a margin approximately the height of the letter “s� in the logotype. The margin should scale with the logo; therefore, as the logo gets larger, so should the margin. Finally, the width of the logo should never get smaller than 1 inch in width.
1 inch
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Inappropriate Uses
Do not reflect symbol vertically.
Do not scale disproportionately.
Do not fill the logo/type with color.
Do not add effects to the logo.
Do not eliminate symbol elements.
Do not place the logo in any shape other than a square.
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Stationery The stationery below includes the template for a business letter, an envelope, and a business card. The stationery features the logo in black and it is accompanied by a pattern in gray. Print business cards on Mohawk Superfine 120 DTC with smooth finish in ultra white. Print envelope and letterhead on Mohawk Strathmore Premium 70T with smooth finish in platinum white.
500 Shady Oak Drive ▪ Radnor, PA 19087 610.509.2505 ▪ www.fiveoclockshadow.com
500 Shady Oak Drive Radnor, PA 19087
Raymond Zor
CHIEF OPERATING OFFICER ▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪▪
500 Shady Oak Drive Radnor, PA 19087 Phone: 610.509.2505 Email: contact.us@shadow.com
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Business Letter
2.75 inch 500 Shady Oak Drive ▪ Radnor, PA 19087 610.509.2505 ▪ www.fiveoclockshadow.com
November 5, 2017 Mr. Bradley Beard 2015 Aspen Street Philadelphia, PA 19103 Dear Mr. Beard,
1 inch
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras iaculis bibendum porta. Maecenas consequat nunc quis tincidunt scelerisque. Donec mattis sem eu nibh porta, at congue leo porta. Aenean aliquam dolor in rutrum molestie. Duis elementum dapibus mauris vitae ornare. Morbi ac dui enim. Interdum et malesuada fames ac ante ipsum primis in faucibus. Nulla tincidunt felis ultrices libero mattis, vitae interdum ligula pulvinar. Vestibulum porttitor mattis scelerisque. In eu condimentum diam. Duis lobortis in felis vel placerat. Curabitur eget nibh nec augue ullamcorper mattis non sed tellus. Quisque ornare leo eget finibus rhoncus. Pellentesque sit amet ornare libero. Nunc purus felis, feugiat non ligula eu, efficitur efficitur nibh. Morbi et volutpat erat. Sed viverra vehicula diam. Vivamus tempor lectus sodales, tempus magna viverra, volutpat libero. In ullamcorper nulla in urna fermentum, eu euismod sem dictum. Etiam auctor lectus feugiat, consectetur augue non, aliquet elit. Nam tincidunt dolor sit amet efficitur facilisis. Praesent commodo a mi eu blandit.
1 inch
Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Maecenas vel est quis leo dignissim tristique. Curabitur nec magna eleifend, dignissim sapien non, mattis leo. Nullam pretium cursus mi, et lacinia augue. Nunc interdum sit amet velit vitae pharetra. Vivamus porttitor blandit sapien, id tempor tortor facilisis a. Integer a eros vitae eros fermentum convallis in sit amet nibh. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nulla porttitor dictum pellentesque. Curabitur consectetur urna ut ipsum laoreet bibendum. Vivamus lacinia mattis massa, ut tempus ex facilisis ac. Quisque non lacus ac dolor varius finibus nec eget purus. In vehicula rutrum ante, vel lobortis ex eleifend eu. Fusce vel imperdiet mi. Maecenas gravida, lectus sit amet lacinia finibus, nisl odio tempor nibh, sit amet pulvinar felis lectus at felis. Maecenas dui mauris, dictum vel porttitor feugiat, hendrerit at metus. Sincerely,
Raymond Zor Chief Operating Officer
1 inch
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Applications The logo can be applied to many different mediums. The following pages guide you through examples of how the logo should appear in applications such as on product packaging, on the web, and in the store locations.
Products & Accessories
The razor should feature the mark on the plastic handle. The handle can be colored in black or one of the four colors on page 6 as well as black. Cosmetics come in clear or pearlescent white plastic containers. The labeling can be colored to reflect the particular product line.
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Gif t Cards
Gift cards come in increments of 25 dollars maxing out at 100. The gift cards should employ appropriate color combinations with the logo (see page 5).
$25
$50 $75
$100
Responsive Website
The website should be responsive and tailored to fit all devices from browsers in the laptop down to the mobile phone. The background should be white and logo black and white
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Store Locations
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Packaging
Packages for both in-store and online purchases should bear the logo in black or take on the color of the material. The brown box and the tissue paper should bear the pattern at an appropriate scale. The pattern should not be applied to the white shopping bags.
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