S P R O U T S :
B L O O M I N G
S H O E S
BRAND GUIDE
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B R A N D
G U I D E L I N E S
L O G O S
C O N T E N T S
TA B L E O F CONTENTS Mission
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History
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Packaging
S P R O U T S :
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BRAND GUIDE
10 Primary Logo 12
Alternate Logo Secondary Logos
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Clear Space
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Unacceptable Usage
B L O O M I N G
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20 Photography 22 Primary Color Palette 24 Secondary Color Palette 26 Primary Logo Colors
S H O E S
28 Alternate Logo Colors 30 Wordmarks Single Color 32 Icons Single Color 34 Secondary Color Combinations 36 Typography 38 Patterns
T A B L E
O F
C O N T E N T S
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R O O T S B L O O M I N G
S H O E S
BRAND GUIDE
e d u c at i n g c h i l d r e n t h r o u g h O U R B LO O M I N G S H O E S
S P R O U T S :
Sprouts shoe company provides children with a beautiful and unique experience dedicated to creating a greener earth as well as bringing success and growth to future generations, one step at a time.
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M I S S I O N
B R A N D
G U I D E L I N E S
R O O T S BRAND GUIDE
S P R O U T S : B L O O M I N G S H O E S
M I S S I O N
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R O O T S S P R O U T S :
B L O O M I N G
S H O E S
BRAND GUIDE
the beginnings of our S P R O U T I N G CO M PA N Y
During 2017, Boston was named the second greenest city in the United
few months. One day, while searching
States, while also becoming the hub
children’s shoes online, she found
for the nation’s shoe industry. Shoe
out how bad commonly used shoe
makers from all over sprinted to the
materials are for the environment and
area to make a name for themselves
how much waste was being made. In
while showing their talent. In that
her research she found that there
same year, Chief Executive Officer and
were not many eco-friendly options,
Founder of Sprouts, Aspen Parker had
especially for children.
just graduated from Boston University with a double major in environmental science and engineering while raising a daughter of her own.
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constantly getting new ones every
She saw there were a lot of exciting opportunities in the shoe market in Boston at the time, and that companies were investing in a lot of young people
As her daughter grew up, she realized
and their new ideas. So she set foot
that she was outgrowing her shoes
on creating a new type of shoe. Parker
a few times of year and they were
knew she wanted to make a green
H I S T O R Y
B R A N D
G U I D E L I N E S
R O O T S BRAND GUIDE
S P R O U T S : B L O O M I N G S H O E S
shoe, but the biggest challenge was getting children to care about the message. At the time, her daughter was very interested in learning about gardening, so Parker knew she had a good idea to get children involved in her product. Her passion for creativity and sustainability led her to start engineering a seed infused fabric, and concept for a fully biodegradable shoe that would appeal to children and their parents.
H I S T O R Y
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R O O T S
engineering a new type of B E AU T I F U L PAC K AG I N G
B L O O M I N G
S H O E S
BRAND GUIDE
Ou r ta rget a ge ra n ge for ou r
will be step by step instructions
p ro d u c t t o a p p e a l t o i s fo u r
on how to plant your shoes
to ten year olds. We make our
successfully with your child.
shoes in children’s shoe sizes from ten to five. Consumers who are purchasing the products are parents who believe in creating a greener footprint or who want
S P R O U T S :
to give a fun unique learning experience to their children are our main focus.
t o d e l i ve r i n g e f fo r t l e s s st y l e that’s comfortable, and quality. We provide a soft and breathable shoe that any child will want to walk around in. We want our consumers to feel comfortable in their own shoes, and feel they
Sprouts’s shoes are located in
have the support in their shoes to
our small brick and mortar retail
do anything they dream of.
stores, select small boutiques, and online. Each pair of shoes comes in a recyclable container that serves as a carrying case and as a pot to plant your shoes in. Once your child wears or grows out of his or her shoes, plant the shoes in a pot or for best results in the yard. Within three weeks wildflowers will start sprouting. Planting your pair of shoes is an easy process. Located in the box
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As a company, we’re committed
P A C K A G I N G
Our shoes work for children day to night from work to play. By planting a sprout in the ground you will be helping your kids and future generations sprout as well. When it comes to a good shoe, Sprouts doesn’t cut corners. We test each and every design extensively for durability and safety. And we ship our shoes in 100% recycled packaging. At
R O O T S BRAND GUIDE
S P R O U T S : B L O O M I N G S H O E S
Sprouts, we care about protecting
Sprouts creates stylish gender
our children and our planet. Just
neutral, lace up, canvas shoes that
like you. We hope to make an
are the timeless and trendy. We
i m p a c t a n d c re at e a g re e n e r
strive to achieve great style while
footprint and reduce the amount
maintaining comfort and quality.
of waste that is in our world
Our shoes come plain in color to
starting with a new generation
give focus to our concept, as well
of young people. Sprouts is the first company to create 100% biodegradable shoes that bloom. We have invented flower seed infused material that when buried into the earth will grow flowers within three weeks. Our shoes are strong and supportive for young growing feet, and will provide a unique
as an array of colors using natural dyes. We also offer a special line that use our unique patterns. Our primary design considerations continue to be comfort, simplicity, and quality. Sprouts hopes that moms and dads like the styles as much as they like the fact that the shoes are healthy for their child’s developing feet.
experience that parents and their children can share together.
P A C K A G I N G
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L O G O S
PRIMARY LOGO
S H O E S
BRAND GUIDE
SPROUTS primary logo is an emblem made up of iconic
B L O O M I N G
g ra p h i c s . T h e i c o n i c sy m b o l features the unique aspect of the shoes growing from seeds to flowers. Each design element excluding the main typography, uses rounded corners to give a more young and playful vibe, while also forming a symmetrically
S P R O U T S :
balanced shape. This is the main logo that will be used across primary brand a p p l i c at i o n s . T h i s t ra d e m a r k helps audiences easily identify SPROUTS packaging, website, social media presence, ads, and other materials. It enhances the professionalism of the brand. It is the essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
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P R I M A R Y
L O G O
L O G O S BRAND GUIDE
S P R O U T S : B L O O M I N G S H O E S
MINIMUM SIZE The smallest a logo should be represented is 1� high.
P R I M A R Y
L O G O
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L O G O S
A LT E R N AT E LOGO
S H O E S
BRAND GUIDE
SPROUTS alternate logo is the same emblem of iconic graphics. It uses the filled shapes to give
B L O O M I N G
more weight to the design. The alternate logo should be applied when the full logo needs to be used, but when outlines do not read well on the chosen background. This trademark helps
S P R O U T S :
audiences easily identif y the SPROUTS brand. It is the essential to apply the logo with care and re s p e c t i n eve r y a p p l i c at i o n according to these guidelines.
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A L T E R N A T E
L O G O
L O G O S BRAND GUIDE
S P R O U T S : B L O O M I N G S H O E S
MINIMUM SIZE The smallest a logo should be represented is 1� high.
A L T E R N A T E
L O G O
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L O G O S
S E C O N DA RY LOGOS
S H O E S
BRAND GUIDE
SPROUTS secondary logos consist of six icon options, and two wordmark options. These can
B L O O M I N G
be used in replace of the primary logo (but should never be used directly next to the primary logo in the same design. Fo r i n s t a n c e , d o n’ t u s e t h e wordmarks as the profile picture
S P R O U T S :
if the primary logo is used for the header - it looks repetitive and isn’t good use of the brand elements. The icons can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the flower icon could be used as a profile picture on Instagram since the username will be adjacent to it in plain text. ICONS Symbols A. Flower Icon Line B. Flower Icon Filled In C. Full Flower Line D. Full Flower Filled In E. Full Flower in Filled Cirlcle F. Full Flower in Line Circle WORDMARKS Combination of Icon & Type G. Logo Name with Full Flower H. Name and Flower Icon
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S E C O N D A R Y
L O G O S
L O G O S
B.
C.
D.
E.
F.
BRAND GUIDE
S P R O U T S :
A.
B L O O M I N G S H O E S
G.
H.
S E C O N D A R Y
L O G O S
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L O G O S
C L E A R S PAC E
BRAND GUIDE
S H O E S
To ensure legibility always keep a minimum clear space around the logo. The space isolates the mark from any competing graphic
B L O O M I N G
elements like other logos or body copy that might conflict with, overcrowd, and lessens the impact of the park. The minimum clear space is defined as the height of the T
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shape. The minimum shape should b e m a i nt a i n e d a s t h e l ogo i s proportionally scaled and resized.
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C L E A R
S P A C E
L O G O S
BRAND GUIDE
S P R O U T S :
B L O O M I N G
S H O E S
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S P A C E
C L E A R
L O G O S S H O E S
BRAND GUIDE
U N A C C E P TA B L E U SAG E Rules are necessary for
B L O O M I N G
maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing or distorting in any way – that includes adding unnecessary and unattractive text decoration
S P R O U T S :
like drop shadows and outlines. Here are a few examples of some ways you should NEVER ever consider using the main, alternate and secondary logos. A. Don’t Rotate or Skew the Logo B. Don’t Squash or Stretch C. Don’t Add and Outline D. Don’t Add a Drop Shadow or Other Text Styles E. Don’t Resize Any Elements or Text in the Logo F. Don’t Change Colors of Parts of the Logo or Use Off Brand Colors (Reference the Color Usage Section) G. Don’t Rearrange, Add, or Delete Any Parts of the Logo H. Don’t Use a Gradient
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U N A C C E P T A B L E
U S A G E
A.
B.
L O G O S BRAND GUIDE
E.
F.
G.
H.
B L O O M I N G
D.
S P R O U T S :
C.
S H O E S
U N A C C E P T A B L E
U S A G E
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L O G O S
LOGOS ON B AC KG R O U N D
S H O E S
Logos can be used on top of
B L O O M I N G
BRAND GUIDE
aren’t obstructed by the image.
photography, but each option should be exercised with care, making sure the logo and type
TIPS: 1. Using a white logo can help create contrast. 2. Avoid busy images with too
S P R O U T S :
much detail. 3. Applying a darker transparent overlay on a n image helps make text more readable.
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P H O T O G R A P H Y
L O G O S BRAND GUIDE
S P R O U T S : B L O O M I N G S H O E S
BRANDED PHOTOGRAPHY Our shoes and their unique concept are an important part of the brand. We want to have p h o t og ra p hy t h at s h owc a s e s children not only our product, but also the learning experience it brings to children and their families. Supporting imagery can include children gardening tools, potted plants, flowers, growing plants, and soil. P H O T O G R A P H Y
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C O L O R
PRIMARY C O LO R PA L E T T E The SPROUTS brand would not
BRAND GUIDE
be the same without our bright
S H O E S
happy color scheme. The chosen colors make the overall design eye-catching and inviting. Below you can see these colors in all
B L O O M I N G
their glory. Raspberry, Tangerine, and Chartreuse are our vibrant
S P R O U T S :
primary colors in the palette.
RASPBERRY #E5605A R:230 G:96 B:91 C:5 M:77 Y:62 K:0
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P R I M A R Y
C O L O R
P A L E T T E
C O L O R BRAND GUIDE
S P R O U T S : B L O O M I N G S H O E S
TA N G E R I N E #FAAA48 R:250 G:171 B:72 C:0 M:38 Y:81 K:0
CHARTREUSE #B1B038 R:177 G:176 B:56 C:35 M:20 Y:97 K:1
P R I M A R Y
C O L O R
P A L E T T E
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C O L O R
S E C O N DA RY C O LO R PA L E T T E
S H O E S
BRAND GUIDE
Alongside our primary colors, there are three secondary colors in the palette to be used to
B L O O M I N G
compliment the use of the main colors. Sage, Mustard, and Umber
S P R O U T S :
are our the secondary colors.
SAG E #A0B08F R:161 G:171 B:176 C:40 M:21 Y:49 K:0
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S E C O N D A R Y
C O L O R
P A L E T T E
C O L O R BRAND GUIDE
S P R O U T S : B L O O M I N G S H O E S
M U S TA R D #DFBD23 R:233 G:190 B:36 C:14 M:22 Y:100 K:0
UMBER #472B28 R:230 G:96 B:91 C:51 M:72 Y67 K:60
S E C O N D A R Y
C O L O R
P A L E T T E
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C O L O R
PRIMARY LOGO COLOR VA R I A T I O N S
S H O E S
BRAND GUIDE
As the face of our brand, our logo needs to remain consistent. We
B L O O M I N G
want loyal and new customer to recognize our symbol no matter where they are. These are the only colors that can be used in
S P R O U T S :
combination with the logo.
F U L L C O LO R
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P R I M A R Y
L O G O
C O L O R S
C O L O R BRAND GUIDE
S P R O U T S : B L O O M I N G S H O E S
B L AC K
RASPBERRY
CHARTREUSE
TA N G E R I N E
P R I M A R Y
L O G O
C O L O R S
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C O L O R
A LT E R N AT E LOGO COLOR VA R I A T I O N S
S H O E S
BRAND GUIDE
These are the only colors that can be used in combination with
S P R O U T S :
B L O O M I N G
the primary and secondary logos.
F U L L C O LO R
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A L T E R N A T E
L O G O
C O L O R S
C O L O R BRAND GUIDE
S P R O U T S : B L O O M I N G S H O E S
B L AC K
RASPBERRY
CHARTREUSE
TA N G E R I N E
A L T E R N A T E
L O G O
C O L O R S
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C O L O R
WORDMARKS SINGLE COLOR VA R I A T I O N S
S H O E S
BRAND GUIDE
These are the only colors that can be used in combination with
B L O O M I N G
the wordmaks. Each logo may be used in all white when needed to
S P R O U T S :
create contrast on a dark surface.
B L AC K
CHARTREUSE
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W O R D M A R K S
S I N G L E
C O L O R
C O L O R BRAND GUIDE
S P R O U T S : B L O O M I N G S H O E S
RASPBERRY
TA N G E R I N E
W O R D M A R K S
S I N G L E
C O L O R
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C O L O R
ICONS SINGLE COLOR VA R I A T I O N S
S H O E S
BRAND GUIDE
These are the only colors that can be used in combination with the
B L O O M I N G
logo. Each logo may be used in all white when needed to create contrast on a dark surface. RASPBERRY
S P R O U T S :
B L AC K
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I C O N S
S I N G L E
C O L O R
C O L O R BRAND GUIDE
S P R O U T S : B L O O M I N G
CHARTREUSE
TA N G E R I N E
S H O E S
I C O N S
S I N G L E
C O L O R
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C O L O R
S E C O N DA RY LOGOS COLOR C O M B I N AT I O N VA R I A T I O N S
S H O E S
BRAND GUIDE
These are the only colors that can
B L O O M I N G
be used in combination with the logo. Each logo may be used in all white when needed to create
S P R O U T S :
contrast on a dark surface.
RASPBERRY
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S E C O N D A R Y
C O L O R
C O M B I N A T I O N S
TA N G E R I N E
C O L O R BRAND GUIDE
S P R O U T S : B L O O M I N G
S AG E
S H O E S
M U STA R D
S E C O N D A R Y
C O L O R
C O M B I N A T I O N S
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T Y P O G R A P H Y
TYPOGRAPHY
BRAND GUIDE
S H O E S
tool when used consistently. This
B L O O M I N G
Typography is a powerful brand
applications.
set of typefaces best represent the feel of the brand and should
S P R O U T S :
be used across all print & web
N E U T R AT E X T BOLD
A B C D E F G H I J K L M
Use for headlines.
a b c d e f g h i j k l m
UPPERCASE Letter-Spacing: 200
N O P Q R S T U V W X Y Z n o p q r s t u v w x y z 1234567890
N E U T R AT E X T DEMI
A B C D E F G H I J K L M
Use for subheads.
a b c d e f g h i j k l m
UPPERCASE Letter-Spacing: 200
N O P Q R S T U V W X Y Z n o p q r s t u v w x y z 1234567890
N E U T R AT E X T B O O K I TA L I C
A B C D E F G H I J K L M
Use for captions in
a b c d e f g h i j k l m
italic.
n o p q r s t u v w x y z
UPPERCASE
N O P Q R S T U V W X Y Z
1234567890
Letter-Spacing: 200
N E U T R AT E X T LIGHT
A B C D E F G H I J K L M
Use for body copy.
a b c d e f g h i j k l m
UPPERCASE Letter-Spacing: 200
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T Y P O G R A P H Y
N O P Q R S T U V W X Y Z n o p q r s t u v w x y z 1234567890
T Y P O G R A P H Y
BRAND GUIDE
S P R O U T S :
B L O O M I N G
S H O E S
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T Y P O G R A P H Y
P A T T E R N S
PAT T E R N S
BRAND GUIDE
S H O E S
Our patterns can be used on a variety of deliverables. In our patterns we incorporate imagery from the logo with other imagery
S P R O U T S :
B L O O M I N G
in the same style.
F LOW E R DIAMONDS
F LOW E R W H E E L S
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P A T T E R N S
P A T T E R N S BRAND GUIDE
S P R O U T S : B L O O M I N G
T O S S E D F LOW E R S
S H O E S
F LOW E R W H E E L S FILLED
F LOW E R R OW S
F LOW E R L AC E
L I N E D F LOW E R S
P A T T E R N S
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i m ag e s f o r e d u c at i o n a l u s e o n ly