Effective 6.17.22 Unique Decor & Gifts for the Garden & Home
Brand Style Guide
Index Mission Statement & Power Words . . . . . . . . . . . . . . . . . . 3 Belief Statements ............................... 4 Archetypes & Values, Brand Voice . . . . . . . . . . . . . . . . . . . 5 Logo Variations ................................. 6 Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Color Palette .................................. 8 Patterns ...................................... 9 Branded Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Mission Statement
Our mission statement is the core of what we do.
At Garden Gazebo our mission is to be a premier online shopping destination for people seeking unique items for the garden and home, with service as our differentiator.
Power Words
These are defining words for who we are and how we market our products to our target audiences.
Unique
Without equal or like; unparalleled; remarkable or unusual
Passionate
Expressing, showing, or marked by intense or strong feeling
Welcoming
To receive or accept with pleasure; regard as pleasant or good
Whimsical
Playfully quaint or fanciful, especially in an appealing and amusing way
Delightful
Highly pleasing; charming
Attentive
Mindful; observant
Affordable
Reasonably priced
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Belief Statements
We believe in gifting to others unique items that the recipient(s) will gladly display in their garden or home. . . .
We believe that all team members should have the opportunity to be involved in every process of our operations, from selecting merchandise, to shipping and everything in-between. . . .
We believe in offering quality, affordable merchandise to enhance any home’s indoor and outdoor decor. . . .
We believe that every customer, whether in-person or online, receives the best service from our passionate team. . . .
We believe in offering a pleasant online shopping experience that makes finding and purchasing unique, affordable items simple, with an easy-to-use website experience.
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Archetypes & Values
Research-driven analysis shows that our company culture falls under three main archetypes as defined by Dr. Carl Jung.
Jester
Clever, playful, loved by others, light heartedness, brings out the kid in us, great sense of humor, unexpected & unpredictable, joy, laughter
Innocent
Life is good, optimistic, happiness, wholesome, positive vibes, simple goodness, joyful surprise
Caregiver
Nurturing, maternal/paternal, compassionate, generous, altruistic
Brand Voice
Our brand voice should reflect our company culture, which is playful, clever, optimistic, compassionate, and caring. Written and verbal communication and customer interactions should embody our values. When marketing our brand, the website copy, social media, email communication, and written blog content are examples of how our brand voice can be exemplified.
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Logo Variations
In instances where our tagline under the logo is not legible, additional logo versions are available without the tagline and can be used interchangably.
Primary Logo
Our primary logo should be used in full color as the main branding element across all media.
Secondary/Horizontal Logo
Our secondary logo should be used in instances when a horizontal mark is needed due to spacing restraints.
Submark
Our submark is an extension of our primary logo, but a simplified version; it should be used when small-scale branding identification is needed.
Favicon
Our favicon is to be used in web browsers only.
Unique Decor & Gifts for the Garden & Home Unique Decor & Gifts for the Garden & Home
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The typefaces selected are a balance of whimsical serif and a clean, simple sans serif.
Typography NAIVE
This playful type should be used as a header on both digital and printed materials. (No lowercase version is available for this font style).
abcdefghijklmnopqrstuvwxyz
0123456789
Quasimoda Regular
This simple sans serif type should be used as a sub-header on both digital and printed materials. The “Regular” weight is bolder than the body copy, which helps provide a visual break on the screen or page.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Quasimoda Light
This simple sans serif type should be used as a body copy on both digital and printed materials. The “Light” weight lends itself to being easy on the eye and a perfect complement to the other branding types.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Marion Italic
This serif type is utilized in the logo tagline and can be used sparingly for additional header or subhead accent type on both digital and printed materials.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
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Color Palette
Sky
CMYK: 43 / 12 / 0 / 29
RGB: 104 / 161 / 181
Hex: #68A0B5
Moss
CMYK: 0 / 7 / 52 / 59
RGB: 104 / 97 / 114
Hex: #686132
Sprout
CMYK: 9 / 0 / 41 / 25
RGB: 175 / 192 / 114
Hex: #AFC072
Our primary color palette is earthy and familiar, as they are colors found in nature. The primary colors are our brand’s dominant colors and provide a visual foundation for the secondary color palette.
Sunshine
CMYK: 0 / 20 / 53 / 0
RGB: 255 / 206 / 119
Hex: #FFCD77
Coral CMYK: 0 / 27 / 37 / 5
RGB: 243 / 178 / 152
Hex: #F3B298
Our secondary color palette is bright and provides a sense of cheerful optimism. The secondary palette should be used in combination with the primary color palette to draw attention where needed and to provide an accent to the primary colors.
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Primary Palette Secondary Palette
Patterns
Our full color pattern option incorporates florals in the primary and secondary color palettes. This pattern can be used on the back of business cards, product packaging, and as a background element in digital and printed marketing assets.
Our white floral pattern can be used over any of our branding colors. It can also be used on the back of business cards, product packaging, and as a background element in digital and printed marketing assets.
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Note Cards
Packing Tape
Tissue Paper for Wrapping Orders
Coordinating Stickers to Seal Paper
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gardengazebo.com Unique Decor & Gifts for the Garden & Home
hello @ gardengazebo.com |
BRanded materials
Photography
All GardenGazebo.com photography should have a clean and consistent appearance with the product image in the foreground over an all-white background. All product photography should be shot in full color with little to no editing as to present the product authentically.
Photography Restrictions:
The use of sepia, black and white, and duotone editing on Garden Gazebo images, both digitally and printed, is restricted.
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Social Media
FLAG OF THE WEEK SALE
We rely on the use of social media marketing to generate awareness and sell decor for the garden and home.
When posting on social media, our brand voice should reflect our Jester, Innocent, and Caregiver archetypes.
Visual elements should be in full color.
SOCIAL ICONS
Social icons can be displayed on digital and printed materials in any of our brand colors.
Story Highlights
These are samples of how to incorporate our brand’s floral elements into our social media platform with Instagram story highlights.
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gardengazebo.com
