brand identity guide 2019
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table of contents
introduction project overview design brief basic elements color type logo design stationery design signage design packaging design
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introduction
project overview
Juiced is a local Las Vegas juicery. It was founded with a passion to bring affordable healthy living to their customers. With up to 4 pounds of produce per bottle of cold-pressed juice, juiced makes it easy for you to get lots of your natural vitamins and nutrients for the day in a single bottle.
The process of cold-pressed juice allows for all of the nutrients and vitamins present in the fruits and vegetables to be carried over into the juice, unlike other juicing methods.
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design brief
Juiced is a simple, straight-forward business, and we want to reflect that through our logo and branding. Creating something that emulates the purpose of the business while staying clean and simple is the main goal. While the name of the business does a good job of explaining what customers can expect when they walk through the doors, we want our logo to include a symbol or icon that emphasizes the function and purpose of the business.
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basic elements
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color primary color citrus orange c: 0% / m: 60% / y: 99% / k: 0% r: 254 / g: 130 / b:26 #fe821a
secondary color light oat c: 0% / m: 7% / y: 24% / k: 0% r: 255 / g: 234 / b:198 #ffeac6 Citrus orange is used as the primary color throughout the branding. It is used for most of the logo with small accents of light oat. The bright orange reflects one of the many colors of juice sold in the store. It draws attention to the eye and conveys a sense of enthusiasm and happiness.
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type abrade light AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890().,!?;:’”/\ abrade heavy AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 6
1234567890().,!?;:’”/\
Abrade light is used for the logo itself and is the primary font. It is also used as body text and filler information. Abrade Heavy is used for titles and subject lines, and any important information that needs to be emphasized. Abrade is a geometric sans-serif typeface with a medium x-height, providing maximum legibility on both print and screen. The rounded edges of the characters add a playful sense to the type and enhance its sense of contemporary style.
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logo
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symbol
citrus slice round emblem
The citrus slice represents fruit being incorporated into the juice. It is an easily recognizable symbol, and is very simple as well. The circle emblem reflects the wholesome amount of vitamins and nutrients you receive from the juices. 9
logo ratio
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primary logo
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variations
black & white version
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white version used for watermark on images, and on the juice label
don’ts
don’t use color version over busy images
don’t rotate the logo
don’t compress the logo vertically or horizontally 13
clear space
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minimum size
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stationery design
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business card
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letterhead
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envelope
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folder exterior
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folder interior
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cd-cover
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mockup
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signage design
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entrance
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informational
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menu
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sidewalk
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hours
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packaging design
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dieline
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flat design
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mockup
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designed by carley bryan 702.488.6280 bryanc7@unlv.nevada.edu i
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