GRC420-1001_Fall2022_GriffynTijamo by unlv420

Brand Identity Guidelines 2022

Signage 26 Main Entrance Checkout and Clover Coffee Hours Genre Sections Events User Interface 38 Tablet Smartphone Merchandise 44 Tote Bags Mugs Bookmarks Sweatshirts Attributions 50 Mockups Images Introduction 4 Project Brief Design Overview Basic Elements 8 Color Palette Typefaces Our Logo: Symbol Description Construction Master Version Variations Exclusion Zone Restrictions Stationery 18 Letterhead Envelope Business Card CD Presentation Folder

Introduction

Project Brief Design Overview

Introduction - Project Brief

Each student is tasked with creating a design system for their brand. They will refine and organize the design assets that they developed for the past weeks and develop a brand identity style guidebook. Their book will include a logo, stationery, signage, and UI design, and show their structure and usage with a strong system and brand connection.

Clover Books is a family run bookstore based in Nevada specializing in romance books. We have been selling fiction and nonfiction of the romance genre for over 50 years and believe in creating a safe space for romance authors of all backgrounds to share their stories.

Services we offer include: a large bookselling space fit for exhibiting popular romance books and sections that recommend new books by upcoming authors, monthly workshops and events that nurture the skills of yet unpublished authors and connect published romance authors with the community—thus creating a safe space for readers of the romance genre to connect with their writers and each other, an online ordering and delivery system, and a recently established digital presence on social media.

Introduction - Design Overview

With the rise of Booktok, a specialized corner of the social media app TikTok that houses a diverse community of authors and readers, the romance genre has also risen in popularity. More than being a genre that provides happy endings and butterflies, romance books have a long history and are crucial in being able to reflect the social context they were written in, as well as examine shifting gender roles and expectations. Today, the romance genre is as diverse and innovative as ever, empowering and telling stories written by and about marginalized people. In the grand scheme of the publishing world, the romance genre is often overlooked or reduced to stereotypes, which is why it’s important that spaces exist where the genre can be emboldened.

While Clover Books hopes to reach a wide audience, because people can read romance whileat any age and identifying as any gender, our target audience is specifically: young adult (ages 18-25) and female identifying readers of romance. These readers care about diversity in the stories they invest in, feel-good and realistic content, as well as accessibility to and promotion of marginalized stories.

At Clover Books, we hope that with the elevation of diverse stories within the romance genre, we can attract a wider audience of readers.

Basic Elements

Color Palette Typeface Our Logo: Symbol Description Construction Master Version Variations Exclusion Zone Restrictions

Basic Elements - Color Palette

Primary Colors

Overarching color palette includes shades of green and pink, combining the concepts of Clovers, plants and nature, and romance. The two primary colors, Clover Green and Clover Pink, are seen in much of the company’s branding and logo usage. The secondary colors - Deep Lucky Green, Lucky Linen, and Soft Blackare meant to shadow and compliment the primary colors for print and digital designs.

Secondary Colors

The typefaces chosen for our branding uses modern serifs, flowing and friendly looking with minimal contrast between strokes, in order to convey the idea of romance books with an elegant feeling. The main typeface, Quincy CF, was chosen for its rounded serif quality, and the secondary typeface, Madre Script, was chosen for its romantic, sloping forms for the company’s tagline.

Primary Secondary Quincy CF Madre Script

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

11 Basic Elements

- Typeface

Basic Elements - Our Logo: Symbol Description

Clover Books is represented by a four leaf clover - which is the luckiest and rarest to find. Each leaf is a curved heart, representative of Clover’s mission to provide a home for romance literature. When the symbol is colored, the top leaf is colored pink to emphasize its heart shape.

Basic Elements - Our Logo: Construction x-height = 1 clover

Basic Elements - Our Logo: Master Version

Elements - Our Logo: Variations Deep Lucky Green, UI design Soft Black, select merchandise Lucky Linen, select merchandise

Basic

Basic Elements - Our Logo: Exclusion Zone x-height = 1 clover

17 Basic Elements - Our Logo: Restrictions Our logo is scaleable down until 24px tall. Don’t: Reverse the colors Change size hierarchy Move symbol Warp, crop, or rotate