COOL & COZY BRAND BOOK
BRAND BOOK
COOL & COZY
LET US INTRODUCE OURSELVES
Welcome to the Cool and Cozy brand book, in the pages to come you will learn who we are as a company and the qualities that make up our brand. Cool and cozy brand is all about the people of Vesterbro and their loved ones, this is at the heart of everything we do. Each customer has a wonderful story and our joy in life is to find the perfect plant or bouquet to match that story. The cornerstone of our brand is to capture those stories and share them to the world. This brand book is a guidebook to help everyone who is working with Cool & Cozy to understand how to keep the consistency of the brand, and help develop it in the future.
Please contact us if you have questions: Trille & Hicham Dif
BRAND BOOK
COOL & COZY
MISSION
We want to be a florist shop for the people of Copenhagen, celebrating life from birth to we say goodbye and all the moments in-between.
VISION
We believe in being a local Copenhagen florist shop and work hard to provide creative flowers and quality plants for our neighbors and friends. We make every bouquet in house, and for your love ones. At Cool and Cozy each one of our customers are always important with us. We are dedicated to being honest and transparent with you and show our heart. Our shop is our second home, and everyone is welcome to come around.
MOODBOARD
THE LOOK & THE FEEL
Cool & Cozy brand was developed to celebrate the coolness of Vesterbro with a splash of Morocco and it’s warm cozy heart. A special combination that makes us who we are, and sets us apart from every other florist in Copenhagen. The colors are designed to be slightly muted and subtle, this allows the flowers. plants, and customers can be the real stars of everything we do. The brand is build around 4) characters or scenes: 1) Trille & Hicham. 2) The shop and the flowers and plants 3) The customers 4) And lastly Vesterbro. When designing or developing a campaign for the brand its important to incorporate stories from one of these 4 areas, alongside the guidelines you will find through the coming pages.
BRAND BOOK
COOL & COZY
TYPOGRAPHY
Varela Round ABCDEFGHIJKLMNOPQRSTUVWX YZÅÆØ abcdefghijklmnopqrstuvwxyzåæø 1234567890 Vareka Round should be used for headlines both in print and web development. Varela Round is based on the well known font Varela. The rounded corners make it perfect for a soft feel and work great at any size. Varela Round is a great font for any website, and is a google-font and free to download. You can find the font in the Cool & Cozy asset folder.
Raleway ABCDEFGHIJKLMNOPQRSTUVWXYZÅÆØ abcdefghijklmnopqrstuvwxyz åæø 1234567890
Raleway is a web based google font, and is available via an open source license. Raleway is an elegant sans-serif typeface family. Initially designed by Matt McInerney as a single thin weight, it was expanded into a 9 weight family in 2012. With Cool & Cozy the font should be used for all paragraphs and text. Follow the typography guidelines to understand the line height and weights.
BRAND BOOK
COOL & COZY
TYPOGRAPHY
EXAMPLE
The spectacle flower was stunning Solorrovid mo es alitinctam volupta tatempo restotatem cus dolupta sed eos acculparum quis experumenis velenis dolorepudi int asped quia volenis modi simus escius.
EMBRACING CLEAN, READABLE & MODERN
Consistency: First and foremost is our consistency for our brand. Fonts, colors, typography. Consitency allows us to be more usable, and set the standard to our brand.
Line Length : Allows our reader’s eyes to flow from the end of one line to the beginning of the next very easily and naturally Line length for your body text is considered to be 50-60 characters per line, including spaces
User Friendly Headlines: Our headlines go hand and hand with our scannable texts. They are here to grab the users attention and move them to actions. Whether it is to draw them to a call of action or read our content more in depth.
Scannable Text: We embrace scanable texts, this means highlighting the most important features. We want a to have a standard of high quality content, but not our users, have time to read everything.
White Space: White spaces are our friends, they allow the users to have breathing room for their eyes. Our love for space between the elements is very important for Cool & Cozy
TYPO & HIERARCHY
PARAGRAPH
Cool & Cozy
Iquatur, cus quamusam simolorem volores ari-
Sub Paragraphs & text
onseniam doluptata quis sectotatem repudam,
10 pts, with 21 pt leading
voluptatus, ilis recto vid qui consend eliquiderrum excestis ut estio od qui sed earumque de
Cool & Cozy Paragraphs & normal text 12 pts, with 21 pt leading
Iquatur,
cus quamusam simolorem vo-
lores arionseniam doluptata quis sectotatem repudam, voluptatus, ilis recto vid qui consend eliquiderrum excestis ut
HEADLINES
H1 H2
36 pts
30 pts
Cool & Cozy Cool & Cozy
H3
26 pts
Cool & Cozy
H4
22 pts
Cool & Cozy
H5
18 pts
Cool & Cozy
H6
14 pts
Cool & Cozy
BRAND BOOK
COOL & COZY
COLORS
COOL MINT
DARK SEA BLUE
COOL MINT
DARK SEA BLUE
CMYK 99/ 83/ 43/ 43
CMYK 99/ 83/ 43/ 43
RGB 16/ 42/ 73
RGB 16/ 42/ 73
Pantone 2767 C
Pantone 352 C
HEX # 102a49
HEX # 102a49
COLORS & PATTERNS
LIGHT GREY
SMOKE GREY
LIGHT GREY
SMOKE GREY
CMYK 8/ 6/ 6/ 0
CMYK 72/ 66/ 65/ 75
RGB 231/ 231/ 231
RGB 30/30/30
Pantone 427 C
Pantone Neutral Black C
HEX #e7e7e7
HEX #1e1e1e
MOROCCAN TILES Are inspired by the famous Moroccan colorful tiles. The set comes with 8 different editable tiles that can be developed with the brand colors. They can be used together or separate.
COOL & COZY
COLOR USAGE We want to walk the thin line
COOL MINT
between colorful and danish
LIGHT GREY
minimal design. The palette is
DARK SEA BLUE
somewhat muted, this is inten-
SMOKE GREY
tional to allow the flowers to shine.
LOGO
LOGO & COLORS The logo is design with Varela Round found and is an updated version of the original Cool & Cozy Logo. It should be first and foremost used in black, but on darker backgrounds can be used in white and light grey.
SPACING
Provide at least as much padding around the logo as what we’ve displayed. This helps our logo appear clean and uncluttered.
BRAND BOOK
COOL & COZY
ALTERNATIVE LOGO An alternative logo is to be used for designs, where the typographic logo or primary logo might be to large to be legible or doesn’t fit into the space allowed. (For example if a social media platform calls for a square logo.)
ICONS
ICONS Cool & Cozy personalized icons are to be used for both web and print projects. Smaller and monochromatic, the icons are used to avoid projects looking a bit too generic or boring.
BRAND BOOK
BRAND IDENTITY
COOL & COZY
SOME
SOME ICONS Cool and Cozy SoMe icons come in the 4 brand colors including white. The focus is one Instagram, facebook, youtube, and pinterest if future platforms develop they should be design with a round circle around the logo of the platform.
SOME SIZES (2017) Cool and Cozy SoMe icons come in the 4 brand colors including white. The focus
1080 x 1080
is one Instagram, facebook, and pinterest if future plat-
110x 110
forms develop they should be design with a round circle around the logo of the plat-
form.
Image size: 1080 x1080 Profile image: 110 x 110
BRAND BOOK
COOL & COZY
IMAGE GUIDELINES
PINTEREST Profile size: 165 x165 Content: Photos should be uploaded vertical to increase
Vertical photos
coverage in pining customer fields, and always in danish.
165x 165
YOUTUBE 2560 X 14440
Cover size: 2860 x1440 Content: To have HD videos remember to format with 16:9 ratio.
1280 X760 16:9 ratio
828 X315 Cover IMG
Profile size: 165 x165 Content:
1200 X 627 Shared link
Shared Links: 1200x 315
180 X180
Cover IMG: 1200 x627 Hightlighted IMG:1200x 717 Shared IMG: 1200x630
1200 X 717 Hightlighted IMG
1200X630 Shared IMG