Contents
T Lo
04-05 06-07
08
00
10-11
Sta
English Titl English Primary / Chines Prima 16-17
18-19
20-21
22-23
24-25
B RAN D I D E N TI TY
Basic Design System
The Brand Concept ogo Design Concept Three Leafs Logo andard Logo Lockup Minimum Size White Space le Primary Typeface / Auxiliary Typeface se Primary Typeface ary / Auxiliary Color Background Colors Prohibited Use
8-09
12-13
14-15
26-27
01
The Brand Concept AB O U T T HR EE LEAFS
02
At 3leafs, the journey of tea from leaf to cup begins with each of our artisan tea growers with hands-on approach using orthodox method - tea is wholly or partially handmade, and aims to preserve as much of the whole leaf as possible. Teas from single origin estates are sought after for their signature style. Depends on the year, garden’s elevation, and the climate of the season, each of our tea will bring you the one of a kind flavor and tasting experience. 3leafs is a social enterprise – our goal is to solve the social problem of underpaid local tea growers. By source directly from each small tea garden, we help improve people’s life in the tea garden community. At the same time the consumer can enjoy better tea for less. Together we can make a difference!
L OG O D ES I G N CONCEP T 3leafs is a social enterprise – our goal is to solve the social problem of underpaid local tea growers. By source directly from each small tea garden, we help improve people’s life in the tea garden community. At the same time the consumer can enjoy better tea for less. Together we can make a difference!
B RAN D I D E N TI TY
Basic Design System
03
Three Leafs Logo 04
Three Leafs logo is one of the major tools that help shape the Three Leafs brand. The logo consists of two elements: the Three Leafs symbol and the customized English logotype. The relative placement of the two elements can never be altered. Always use the designed assets. Do not delete the assets or alter their proportions.
Note. The Bronze gold foil-colour logo is the primary choice of use, and it is recommended that the logo should sit against a white or light background with no pictorial or textural patterns. Use the other colour versions only when the production or printing process does not allow full-colour display of the logo. Never use the symbol alone with the exception of speciďŹ c occasions.
B RAN D I D E N TI TY
Basic Design System
05 A
St a n d a l o n e Su b t i t l e
B
Standalone Lo g o t y p e
C
Standalone Symbol
Standard Logo Lockup 04
The logos are conďŹ gured either horizontally or vertically to meet all design needs. This chapter displays the ďŹ xed proportions and dimensions of the three lockup variations. Always use the designed assets, and never make changes to any aspect of the assets, including the colours or the relative size of the symbol and the logotype.
Note. The Bronze gold foil-colour logo is the primary choice of use, and it is recommended that the logo should sit against a white or light background with no pictorial or textural patterns. Use the other colour versions only when the production or printing process does not allow full-colour display of the logo.
B RAN D I D E N TI TY
Basic Design System
05 A
Ver t i ca l L o ck u p 1
1. 25X X 0. 5X
B
Ver t i ca l L o ck u p 2
0. 5X X
2. 5X
Minimum Size 04
To clearly present every detail of the Three Leafs symbol and logotype, a recommended minimum size is assigned to each logo version. Due to technical limitations in printing, the Standalone Logotype can not be smaller than 1.5 centimeter in width. Hence, the minimum sizes of all logo variations are determined by the minimum Logotype size at which the Logotype can be clearly presented on the designated surface or product.
Note. The relative placement of the two elements can never be altered. Always use the designed assets. Do not delete the assets or alter their proportions.
B RAN D I D E N TI TY
Basic Design System
05 A
St a n d a l o n e Sy m b o l
0.5cm
B
Standalone Lo g o t y p e
1.5cm
C
Standalone Subtitle
1.5cm
D
Ve r t i ca l Lo ck u p 1
1.5cm
E
Ve r t i ca l Lo ck u p 2
1.4cm
White Space 04
SufďŹ cient clear space around the logo is necessary to ensure the legibility of the logo. No typographic or pictorial disturbance is allowed within the clear space. The three varieties of logo display are: symbol, logotype, vertical 1 and vertical 2 . Each variety has its own clear-space dimensions. Thus, please follow the guidelines below to keep the logo intact and visually sharp.
X
Note. The relative placement of the two elements can never be altered. Always use the designed assets. Do not delete the assets or alter their proportions.
D
Vertica l Lockup 2
B RAN D I D E N TI TY
Basic Design System
05
X
A
St a n d a l o n e Logotype
X
B
S ta n d a lon e S y mbol
X
C
Vertica l Lockup 1
English Title Typeface
04
Thr Please use the assigned English fonts in all brand-related typographic displays. Select the styles or font weights within the font families, and do not change to other unauthorized typefaces in order to ensure the consistency of the brand image.
B RAN D I D E N TI TY
Basic Design System
ree Mariposa Sans Std
B OOK
abcdefghijklmnopqrstuv w xyz ABCDEFGHIJKLMNOPQRSTUV W X YZ 1234567890 “{(&?!%@,.;:/#*)}” MEDI UM
abcdefghijklmnopqrstuv w x yz ABCDEFGHIJKLMNOPQRSTUV W X YZ 1234567890 “{(&?!%@,.;:/#*)}” B OLD
abcdefghijklmnopqrstuv w x yz ABCDEFGHIJKLMNOPQRSTUV W X YZ 1234567890 “{(&?!%@,.;:/#*)}”
05
English Content Typeface
Montserrat REGUL AR
04
WHOLE Please use the assigned English fonts in all brand-related typographic displays. Select the styles or font weights within the font families, and do not change to other unauthorized typefaces in order to ensure the consistency of the brand image.
B RAN D I D E N TI TY
Basic Design System
L E A F T EA LI GHT
ab cdefghijklmnop qr stuv w x y z ABCDEFGHIJKLMNOP QRSTUV W X Y Z 12 3 4567890 “{(&?!%@,.;:/# *)}” MEDI UM
ab cdef ghijklmnop qr s tuv w x y z ABCDEFGHIJKLMNOP QRS TUV W X Y Z 12 3 4567890 “{(&?! %@, .;:/# *)}” S EMI B OLD
ab cdef ghijklmnop qr stuv w x y z ABCDEFGHIJKLMNOPQRS TUV W X Y Z 12 3 4567890 “{(&?! %@, . ; :/# *)}”
05
Prohibited Use 04
Three Leafs logo is one of the major tools that help shape the Three Leafs brand. The logo consists of two elements: the Three Leafs symbol and the customized English logotype. The relative placement of the two elements can never be altered. Always use the designed assets. Do not delete the assets or alter their proportions.
1. Reposition design elements 2. Change the proportion of the elements 3. Rotate or distort the logo 4. Redraw the logo 5. Place texts within the clear space 6. Outline the logo or apply drop shadows 7. Add textures or background images within the logo 8. Change to another typeface
B RAN D I D E N TI TY
Basic Design System
05 2
1
4
3
5
7
Together we can make a difference!
6
8
THREE LEAFS WHOLE LEAFS TEA
Logo Color 04
A
B r o nze g o l d foil- co lo u r l o g o
B
F u ll- co lo u r Lo g o
B RAN D I D E N TI TY
Basic Design System
When printing conditions allow, and no additional customized production process is required, please always select the full-colour logo as your primary choice for display.
Background Colours The Bronze gold foil-colour logo is always your primary choice under all circumstances. But when printing techniques, design limitations or budget do not permit the use of the Bronze gold foil-colour logo, the Full-colour Logo can be considered. Please make sure to follow the suggested background guidelines to ensure the legibility of the logo.
05
Primary Color 04
Beyond our logo, color is the most recognizable aspect of our brand identity. Color helps your audience identify who we are at a glance. Three Leafs Green and Bronze gold play a vital role in establishing a clear and powerful image and in deďŹ ning the Three Leafs brand.
PANTONEÂŽ is a registered trademark of Pantone, Inc.The colors shown on this page and through out this manual are not intended to match the Pantone Color Standards. Refer to the current editions of the Pantone Color Publications for the accurate color.
B R A N D I D EN TI TY
Basic Design System
05 A
Pa n ton e 294 C Pa n ton e 295 U C 88 M82 Y44 K27 R 42 G52 B88 #2B3457 B
Pa n ton e 294 C Pa n ton e 295 U C 88 M82 Y44 K27 R 42 G52 B88 #2B3457
Pattern 04
Patterns provide a uniďŹ ed set of vector graphics that extend our visual language. Unlike photos, vector elements like these patterns can be used at any scale, can be screen printed or embroidered, and can be incorporated into diagrams, illustrations, infographics, or ad concepts. The pattern can stand on its own as a design element or melt into the background. Each pattern is unique, but built on the same grid and with the same basic elements.
Note. The relative placement of the two elements can never be altered. Always use the designed assets. Do not delete the assets or alter their proportions.
05
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