GRAPHIC STANDARDS
Table of Contents
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Logo Standards
The Logo Typography & Color Specifications Acceptable Usage Unacceptable Usage
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Business System
Letterhead Envelope Business Card Final Business System
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Marketing Strategy Delivery System Marketing Applications Promotional Items
Logo Standards
The Logo The Solseeds logo is designed to be clean, yet sophisticated. By manipulating the shape and texture of sunflower seeds, the overall logomark creates half of a sunflower. The color palette was also chosen as a literal representation of the sunflower. Additionally, the logo is designed to emulate Solseeds’ Native American heritage. The custom sans serif logotype complements the round and organic feel of the logomark. Through its sunflower-inspired design, the logo reflects the company’s product. The Solseeds logo can vary in size depending on the media. However, the dimensions must remain proportional to the original logo, which is typically in the shape of a square -- 3” by 3”. Also, there must always be white space surrounding the logo to prevent it from looking too crowded. Generally, the white space surrounding the logo should be equal to the space between sol and seeds.
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Typography & Color Specifications The typeface used for the Solseeds logo is Locksmith. However, it is slightly altered by eliminating the serifs to create a simple, clean look. The typeface is designed to emulate the organic feel of sunflower seeds. All taglines and body copy associated with Solseeds will use Futura. The sans-serif typeface is intended to complement and keep the consistency of the brand. Additionally, Lavenderia will be utilized in various elements of the brand—such as billboards. Lavenderia is a cursive typeface intended to enhance the organic feel of the brand by representing the stems and roots of a sunflower.
Locksmith
Grumpy wizards make toxic brew for the evil Queen and Jack 0123456789
Lavenderia
Grampy wizards make toxic brew for the evil Queen and Jack 0123456789
Futura
Grumpy wizards make toxic brew for the evil Queen and Jack 0123456789
The Solseeds logo utilizes a total of four colors. The colors are derived from the sunflower. Each color was chosen carefully in order to create a visual hierarchy and a balanced logo overall. #FDBD10
#836339
#9B8260
#4F4F4F
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Acceptable Usage Depending on the media, different versions of the logo are permitted. A horizontal and/ or black and white version of the logo is permitted if certain options are unavailable.
SUNFLOWER SEEDS
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Reversed type
Including tagline
Horizontal orientation
Black & white
Enclosing logo in a circle
Reversed horizontal orientation
Unacceptable Usage To maintain the integrity and consistency of the brand, certain variations of the logo are not allowed. In addition to these unacceptable variations, do not use unapproved colors.
Distortion
Repositioned logomark
Rotation of individual letters
Over-kerning
Different typeface
Rotation of more than 10째
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Business System
Letterhead Solseeds’ letterhead will be used for all official correspondences. Its design focuses on usability, simplicity and organization. There will be a 1� margin all around, with the only design element being the Solseeds logo. All content will be typed using the typeface, Futura. The back of the letterhead features the logomark in the bottom right corner to help maintain brand consistency. The transparency of the logomark will be 25% to prevent unintentional visibility that may be seen through the front of the letterhead.
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Envelope Solseeds’ envelope continues the simple and organic look of the brand. The envelopes will be the standard size of 4.125” by 9.5”, with a side flap instead of the traditional top flap. The front of the envelope has the Solseeds logo, along with the sender information: company name and address. Both the logo and sender information are aligned 0.5” from the envelope’s top and left edge. The back of the envelope features a rounded, yellow side flap that is about 2” wide, with the logomark reversed in white. The flap is rounded to reflect the organic shape of a sunflower.
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Business Card
Solseeds’ business cards are printed on the standard size of 2.0” by 3.5”, with a horizontal orientation. The colors are based off of the main logo in order to create a cohesive design. In addition, the cards have a rounded 0.75” corner to reflect the organic shape of a sunflower. The front of the business card has a simplistic and minimal design. It has a solid grey background, with the logomark increased in size and reversed completely to white. In addition, the logomark will be embossed to create a great first impression. The back of the business card contains the logo design as well as the personal information. To increase readibility that might be affected by the emboss, there is a 2” left margin.
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Final Business System
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Marketing Strategy
Delivery System
Since Solseeds is still a developing company, we have delivery vans to distribute our products to various retailers. The delivery vans will have our logo as well as our logomark featured on the front, back and sides. That way, the chances of our company being recognized is maximized.
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Marketing Applications
Solseeds’ billboard design attempts to draw in customers through an enlarged logomark as the background, with Solseeds and the tagline big, bold and centered. As people drive by, they will immediately recognize the brand.
In contrast to the billboard design, bus stop signage will have the tagline big and bold. By having the tagline as the central element, people may be more curious as to how they might “crack open a little sunshine� and then, notice the logo as well as the company associated with it.
The identical bus stop signage may be used at other locations as well, such as subways and tunnels. With various signage plastered across the city, people will identify the message and associate it with Solseeds.
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Promotional Items In addition to various marketing applications, Solseeds will have various promotional items such as t-shirts. The shirts are designed to be trendy, but still represent the brand.
Baseball tees and caps are designed to appeal to the plethora of individuals that indulge in sunflower seeds during baseball games. These items will potentially be handed out at games.
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Promotional Items Gearing towards females (preferably mothers), Solseeds has reusable tote bags to make grocery shopping much more convenient.
There will also be clinch bags for outdoor enthusiasts and athletes, as well as an umbrella that features the logomark on the top.
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Designed by Chinh Tu Des116 | Winter 2014