CONTENTS 1.0
Introduction
3
2.0
Elements
4
2.1
Brand Mark
5
2.2
Brand Signatures
7
2.3
Typeface
8
2.4
Clear Space
8
2.5
Minimum Usage Size
8
2.6
Incorrect Logo Use
9
3.0
Colour
11
3.1
Colour Elements
12
3.2
Supporting Colour System
13
3.3
Incorrect use of Colour
13
4.0
Typography
14
4.1
Supporting Typography
15
4.2
Typeface Family Variations
15
4.3
Incorrect use of Type
16
5.0
Business Applications
17
5.1
Business Card
18
5.2
Letterhead
20
5.3
Envelope
23
5.4
Information Pack Folder
24
5.5
Labels
25
5.6
Livery
26
5.7
Uniforms
28
6.0
Marketing Material
30
Amy McMahon
|
15487261
|
Yolanda Stapleton
|
Brand Identity 271
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1.0
INTRODUCTION This document is a manual guide to provide consistency over all forms of the urban ranch communication. It is vital that the rules are followed to ensure that the
urban ranch brand upholds its logo, colour scheme and typographic elements. This will most importantly keep consistency over the brand identity as a whole. This manual is to be used by anyone designing for, franchising or communicating the urban ranch brand. The tabs along the right hand side of the manual will assist in the navigation of the document. Refer to the contents page to help find any specific sections.
urban ranch is a bulk pet, pool and garden supply store, with a friendly atmosphere and a true ‘aussie’ feel. Our team is prepared to get their hands grubby, selling mulches and soils, along with pool salts, pet food, beds, toys as well as gold and tropical fish. We’re all for the love of animals, and want to provide what’s best for our furry friends. We’re alive and caring, mixing the outback, mateship aussie attitude of rural life, with the everyday easy-going, friendly and professional feel of urban Australia.
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2.0
elements
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ELEMENTS 2.1
2.1 BRAND MARK Version A.
The urban ranch brand mark aims to communicate the fun yet ‘manly,’ true aussie, humorous personality of the company. Refer to page 7 for the appropriate variations. As urban ranch connects farm life with the urban city, this idea has been continued and conveyed through the logo. Colour wise the greens and browns connect to the earth and the soil, and the orange and reds refer to the red Australian dirt and the dustiness of farm life. The clear, bold, sans serif typography conveys the masculine, no messing around, get-the-job-done attitude of urban ranch that appeals well to the male target demographic. The dog adds that element of humour to the design and ties the whole Australian feel together.
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ELEMENTS 2.1
2.1 LOGO RECREATION
Grid A. 119mm
= 5 x 5mm
57mm
Grid B. 116.5mm
= 5 x 5mm
9.7mm
Grid C. For accurate recreation of the urban ranch logo refer to Grid A. The 5x5mm grid setting has been to used to ensure accurate reproduction of the brand mark, as its consistency is vital to the brand’s identity.
28.3mm
= 5 x 5mm
23mm
Refer to Grid B and Grid C to assist in the reproduction of the logo elements.
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ELEMENTS 2.2
2.2 BRAND VARIATIONS AND SIGNATURES Version B. Abbreviated Logo design to be used when full logo is not appropriate, or to offer variation. Can be used on the back of the envelope, or price tag as a connection to the brand.
Version C. Logotype can be used individually in necessary circumstances when full logo is not appropriate.
Version D. Individual logotype can be reversed out of a coloured background. Use when being placed on a page of colour, do not place Version D on a white page.
Version E. Use black and white logo version only when colour cannot be printed. For example faxing. In all other circumstances use coloured logo.
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ELEMENTS 2.3-5
2.3 LOGOTYPE TYPEFACE
Helvetica Neue Condensed Bold
1234567890!@#$%^&*()-=+ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
The urban ranch logotype is based off Helvetica Neue Condensed Bold. This typeface is clear and easy to read, the bold, sans serif appears masculine, with the lowercase appearing not too harsh. Note the extension of the “h” when recreating the logotype.
2.4 CLEAR SPACE
To maintain the integrity of the brand mark it is vital to follow the clear space restrictions. This means that no text or graphic device can sit in the clear space region. This will prevent the logo from becoming ‘crowded’ or unreadable.
Green area indicates clear space. This area must be kept free of other elements. Use relatively sized
as a guide.
2.5 MINIMUM USAGE SIZE
16.7mm
Minimum usage size is determined to ensure that the brand mark retains appropriate readability.
35mm
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ELEMENTS 2.6
2.6 INCORRECT LOGO USE
Don’t make the logo all the same colour.
Don’t move positioning of the elements.
Don’t separate the individual elements.
Don’t change the logo colours.
Don’t stretch or squeeze the logo to distort the proportions.
Don’t rearrange the logotype layout.
Don’t rearrange the colours.
Don’t change the logo’s orientation.
Don’t reverse out the full logo.
Don’t crop the logo in any way.
Don’t delete any elements of the logo.
Don’t fade out the logo.
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ELEMENTS 2.6
2.6 CONTINUED
Don’t place logo on similarly coloured background.
Don’t re-size any of the elements or distort proportions.
Don’t replace any of the elements.
Don’t place the logo on a busy photograph, or obstruct subject’s face.
Don’t add any extra elements to the logo.
Don’t reflect the logo horizontally or vertically.
Don’t bevel or emboss the logo.
Don’t add a drop shadow or inner shadow to the logo.
Don’t add glow effects to the logo.
Don’t adjust the opacity levels of the logo.
Don’t add an outline stroke to the logo.
Don’t apply any textural elements to the logo.
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3.0
colour
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COLOUR 3.1
3.1 COLOUR ELEMENTS DOMINANT COLOURS The urban ranch colour scheme consists of three dominant colours that aim to convey the rural, farm-like feel of the company.
CMYK: 15/83/100/4 RGB: 200/78/40 PANTONE: 180 C
The dominant colours are used in the brand mark and it is crucial to use these colours in the follow through of the other brand elements to enhance brand recognisability and consistency.
CMYK: 31/30/98/34 RGB: 131/119/34 PANTONE: 5825 C
The gradient colours are used on the dog and the grass in the brand mark. They are used to add dimension to the elements. The gradients can also be used on pictorial vector elements, refer to the Gradient Examples below.
CMYK: 34/79/97/26 RGB: 139/67/36 PANTONE: 4705 C
LOGO GRADIENTS
50/50 mix
50/50 mix
50/50 mix
CMYK: 2/49/72/0
CMYK: 14/73/94/2
CMYK: 20/0/44/0
CMYK: 58/2/100/0
RGB: 203/79/40
RGB: 143/38/39
RGB: 241/150/88
RGB: 209/100/47
RGB: 208/228/116
RGB: 121/188/67
PANTONE: 368 C
PANTONE: 366 C
PANTONE: 180 C
PANTONE: 1645 C
PANTONE: 506 C
PANTONE:
CMYK: 15/83/100/4 CMYK: 28/95/88/28
GRADIENT EXAMPLES
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COLOUR 3.2
3.2 SUPPORTING COLOUR SYSTEMS
Correct Colours
Incorrect Colours
Only use colours that support the brand identity, such as natural, rural tones.
Do not use fake, unnatural or garish colours.
Correct Image Colours & Textures The urban ranch supporting colour schemes give an indication of the overall colour look of the company. urban ranch upholds earthy, natural colours to convey the rural, farm-like feel of the company. It is important to keep business applications within the company’s approved colour scheme to maintain brand integrity.
Incorrect Image Colours & Textures
The correct and incorrect image colours give an indication of the type of image tones and textures that can be used in advertising, flyers or catalogues for the company. Use natural, out-doors, grass-based, wood, thatch-like colours and textures and avoid any garish colours or unnatural textures.
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4.0
typography
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TYPOGRAPHY 4.1-2
4.1 SUPPORTING TYPOGRAPHY
Helvetica Neue Light Minimum size 7pt.
1234567890!@#$%^&*()-=+ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Neue Light is to be used for body copy circumstances only. It is not to be used for headline type.
abcdefghijklmnopqrstuvwxyz
Helvetica Neue Light Italic Minimum size 7pt.
1234567890!@#$%^&*()-=+ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Neue Light Italic is used sparingly, only to clarify a piece of information. For example “branch manager” on the business card.
abcdefghijklmnopqrstuvwxyz
Helvetica Neue Regular Minimum size 7pt.
1234567890!@#$%^&*()-=+ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Neue Regular to be used to add hierarchy to body text in conjunction with Helvetica Neue Light.
abcdefghijklmnopqrstuvwxyz
Helvetica Neue Condensed Bold Minimum size 8pt.
1234567890!@#$%^&*()-=+ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Condensed Bold is the dominant typeface of the company. It appears in the logotype, and also as supporting information on the business card. It is to be used as headline type.
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TYPOGRAPHY 4.3
4.3 INCORRECT USE OF TYPE
Example use of
of
incorrect type.
Example of incorrect use of type.
Example of incorrect use of type.
Do not have too large a
Don’t use a point size
Make sure leading is
space between words.
less than the minimum
relative to the point size
amount specified.
and not too large.
Exampleofincorrect useoftype.
E x a m p l e o f i n c o r r e c t u s e o f t y p e .
Example of incorrect use of type.
Make sure kerning
Make sure kerning is
Do not use a light tint that
is adjusted so that
adjusted so that letters
affects readability.
letters don’t overlap.
are not too spaced out.
Example of incorrect use of type.
EXaMple of iNcoRrecT uSe oF tYpE.
Example of incorrect use of type.
Make sure leading is
Do not switch between
Do not have widows and
relative to the point size
lowercase and uppercase.
orphans in text.
and not too small.
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5.0
applications
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APPLICATIONS 5.1
5.1 BUSINESS CARD Front Front side of the business card displays the urban ranch logo on a plain white background. This is the dominant business card used to hand out to future clients and business associates. Refer to page 22 for the reverse side, grid and measurements.
85mm = 5 x 5mm
55mm
For accurate recreation of the urban ranch front business card refer to the grid. For specific measurement placement details refer to the display on the left.
20mm 16mm
18mm
y
6mm
10mm
8mm
x 11mm
x = 69mm y = 33mm
11mm
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APPLICATIONS 5.1
5.1 BUSINESS CARD Back TYPEFACE & SIZE Helvetica Neue Condensed Bold Size: 11.5 pt Size: 8.6 pt Size: 12 pt Size: 8.5 pt 11.8 pt
9371 8256 . 0432 625 970
Name: Description: Numbers: Address: Website:
www.urbanranch.com.au
Helvetica Neue Italic
TOP DOG - branch manager
114 stirling hwy nedlands wa 6009
Position:
Size: 7.5 pt
Refer to Page 12 for colour palatte details.
r
r (radius) = 12mm x = 59.7mm y = 32.5mm
y
x
85mm = 5 x 5mm
TOP DOG - branch manager
9371 8256 . 0432 625 970
55mm
For accurate reconstruction of the urban ranch back business card refer to the grid to the left.
114 stirling hwy nedlands wa 6009
www.urbanranch.com.au
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APPLICATIONS 5.2
5.2 LETTERHEAD Page 2
Page 1
9371 8256 0432 625 970 114 stirling hwy nedlands wa 6009
www.urbanranch.com.au
Example Page 1 is the front sheet of the letterhead, used as the first page for single or double paged letters. J.Potter 167 Wood Hill Mt Claremont 6010 Perth WA
Page 2 is the follow up page, used if the letter runs longer than Page 1.
10th January 2014
Hi James,
G’day! On behalf of the whole team here at urban ranch we would like to wish you a happy Australia Day, and invite you to our aussie BBQ bash! Bring along the whole family (don’t forget the pets!) for a day of fun in the sun, this Australia Day at City Beach dog beach! Check out our website for more information.
Best wishes,
Continue to use the Page 2 layout if more letter pages are required. The example shows how a letter would work with the letterhead design.
Brian Turner Top Dog - branch manager Nedlands urban ranch
9371 8256 0432 625 970 114 stirling hwy nedlands wa 6009
www.urbanranch.com.au
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APPLICATIONS 5.2
5.2 LETTERHEAD GRIDS Grid A. = 5 x 5mm
Paper Size = A4 (297 x 210 mm) Refer to page 6 for the logo grid and dimensions. Refer to Grid B and C for the specific element dimensions. The Follow up page uses the same grid layout, howev er Grid B and C elements are removed.
9371 8256 0432 625 970 114 stirling hwy nedlands wa 6009
www.urbanranch.com.au
Grid B. 73.5mm = 5 x 5mm
9371 8256 0432 625 970 114 stirling hwy nedlands wa 6009
28.3mm
www.urbanranch.com.au
Grid C. 83.8mm = 5 x 5mm 6.6mm
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APPLICATIONS 5.2
5.2 LETTERHEAD EXAMPLE 210mm
53mm
J.Potter 167 Wood Hill Mt Claremont 6010 Perth WA 10th January 2014
31mm
Hi James,
34mm
G’day! On behalf of the whole team here at urban ranch we would like to wish you a happy Australia Day, and invite you to our aussie BBQ bash! Bring along the whole family (don’t forget the pets!) for a day of fun in the sun, this Australia Day at City Beach dog beach! Check out our website for more information.
297mm
Best wishes,
Brian Turner Top Dog - branch manager Nedlands urban ranch
9371 8256 0432 625 970 114 stirling hwy nedlands wa 6009
www.urbanranch.com.au
Address Name Helvetica Neue Condensed Bold Size: 11.5 pt Leading: 14pt
Date Helvetica Neue Regular Size: 10 pt Leading: 14pt
Body Copy Helvetica Neue Light Size: 10 pt Leading: 15pt
Address Helvetica Neue Light Size: 10 pt Leading: 14pt
Names Helvetica Neue Condensed Bold Size: 11.5 pt Leading: 14pt
Title Description Helvetica Neue Light Italic Size: 10 pt Leading: 14pt
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APPLICATIONS 5.3
5.3 ENVELOPE Front y
x a
c
b
d
x = 17.1mm y = 11.4mm
Back e
a = 90mm b = 35mm
c = 19mm d = 18mm
e = 19mm f = 18mm
f
The urban ranch envelope is a Manilla Brown recycled DL wallet envelope. The envelope consists of a cellular film window in which through the address and client’s name will be displayed. The DL size allows for an A4 sheet to be folded into thirds to be placed inside. The envelopes are 80gsm in weight and are made from recycled material as urban ranch is a supporter in looking after the planet. Refer to Page 7 for specific recreation details of the dog graphic.
220mm
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APPLICATIONS 5.4
5.4 INFORMATION PACK The A4 information pack is used to send out to current or prospective clients, and/or business associates. The information pack will carry documents such as flyers and letters, and informative notes about the urban ranch company.
Front
Back
POOL PET & GARDEN SUPPLIES
INFORMATION
PACK
9371 8256 0432 625 970 114 stirling hwy nedlands wa 6009
www.urbanranch.com.au
Inside
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APPLICATIONS 5.5
5.5 LABELS
The urban ranch label tag will be attached to any merchandise that requires a label. The label is used to connect the product to the urban ranch brand whilst also holding the barcode for scanning and identification purposes. The 80x50mm labels are made out of recyclable cardboard. The string length is dependent on the size of the product; determine accordingly and appropriately so the label hangs comfortably off the product. Refer to the Grid below for reconstruction of the urban ranch label. Refer to Page 6 for details of the logo recreation. Refer to Page 7 for specific recreation details of the dog graphic.
= 5 x 5mm
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APPLICATIONS 5.6
5.6 LIVERY The urban ranch livery is a line of Mercedes-Benz Sprinter Vans. They have a medium wheel base measuring 3665mm in length and a turning circle of 13.6 metres. The standard load compartment height is 1650mm. The back barn doors open up to 180째 to assist in the packing and unpacking of large stock.
SIDE VIEW: RIGHT AND LEFT
VEHICLE SPECIFICATIONS Mode: Sprinter 319 CD1 Body Size: MWB Length: 5910mm Width: 1993mm Height: 2435mm
The urban ranch brand mark is fitted to the panel edges of the right side of the van. The large logo will attract attention from passing traffic, and in turn advertise and promote the company. Refer to Page 6 for logo specifications The left side of the van displays the company information. Refer to Page 21 for element grid details.
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APPLICATIONS 5.6
5.6 CONTINUED
BACK VIEW
The back of the urban ranch van is orange (colour specifications on Page 12). People often have time to read what’s on the back of a van if it grabs their attention whist waiting for a traffic light. The bold colour choice aims to do this. Different phrases are placed upon the back of the vans to advertise different aspects about the company. The phrases will be short and witty, and people will start to look out for the vans to see what fun phrase will be used next. See examples above.
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APPLICATIONS 5.7
5.7 UNIFORM T-SHIRT
Pet Staff
Pool Staff
Garden Staff
The urban ranch T-shirt is a cotton T-shirt to be worn all year round. The unisex shirt displays the brand mark in variations and comes in three different colours, each relating to a section of the store: pool, pets or garden. Staff will be assigned a station to work at (in the area they specialise in) and they must wear the T-shirt coded to that section. Refer to the samples above. Colour coding brings organisation and makes it easier for customers to locate the most knowledgeable team member for their questions.
RELATING SIGN
GOT A PET PROBLEM? CHAT TO YOUR BROWN SHIRT MATES.
Signs will be displayed around the store suggesting which team member to talk to.
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APPLICATIONS 5.7
5.7 CONTINUED
SUMMER SHORTS
The urban ranch team are friendly, confident and not afraid of getting their hands dirty. It’s important that the uniform reflects this attitude. The Summer shorts are to be worn with the urban ranch T-shirt (see Page 28). The Khaki material is easy to move around in, which is very important as staff will be lifting and moving stock.
WINTER UNIFORM
For the Winter uniform there are three jackets available that co-ordinate with the different colour coded departments of the store, refer to Page 28 for more information on colour coding. The staff have the option of wearing long green Khaki pants for Winter. For health and safety reasons it is a must that staff wear closed in work boots at all times.
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6.0
marketing
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APPLICATIONS 6.0
6.0 BROCHURE Back
Front
9371 8256 0432 625 970
POOL PET & GARDEN SUPPLIES
114 stirling hwy nedlands wa 6009
INFORMATION
www.urbanranch.com.au
BOOK 15
1
Inside
What are you doing reading this brochure? Get out into the backyard and do something outdoorsy! Oh, wait, come back. You should read this first.
The Team The guys and girls you meet at City Farmers are a very special breed. They’re not afraid of getting a bit of dirt under their fingernails, and they’re trained in hands-on pet, garden and pool care. We love what we do. We really get a kick out of it – and we love that our customers do too.
We’d like to help you make the most of your backyard, whether that means gardening, pool time or mucking around with your pets. And we’re not just about selling products. Sure we need to shift stock to survive, but we also offer a lot that you don’t have to buy, like expert advice and inspiration.
Each member of our team is handpicked for their know-how, their down-to-earth attitudes and their willingness to get stuck in. And they do get stuck in. When you sell mulches, soils and other smelly stuff you can’t expect to stay clean. But for our team, mucking-in is half the fun. Just don’t take one of them out on a date before they’ve had a shower. It’s not all about brawn. We use our brains too. We pride ourselves on offering smart advice on everything from fish-flu to fertiliser.
It’s all about connecting our customers to the things that make life great, like pets, families, communities and the environment. And like a Labrador puppy, we never stay still. Just recently we’ve given all our stores a bit of a spruce up!
2
3
If you ask us, the most important space in your home isn’t in your home.
The backyard is where it’s happening. It’s the place where you hang with the kids, the pets, the neighbours and the washing. 4
That’s better, mulch better Short of coming over to your house and rolling up our sleeves, we’ll do everything we can to keep your gardens greener than your neighbours (we know what makes you tick) with the best fertilisers, potting and soil mixes, seeds and seedlings. And then there’s mulch – the hardest working thing in your garden, except you of course. Get the right stuff and it’ll do so much more than make your beds look neat and tidy. It keeps temperatures stable around your plants’ roots to stimulate growth, helps retain precious moisture and keeps the weeds down. So a regular top up with traditional, organic mulch or wood chips can do your garden a world of good.
5
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APPLICATIONS 6.0
6.0 CONTINUED
We’re dog people and cat people.
That’s right guys, we’ve got dogs worked out. And so we should. They’re such a big part of our lives. we understand
You can sniff out all the brands we carry for keeping your mate in tip top condition at one of our stores. But if you’re looking
Max, Charlie and Oscar. We know all about eating, sleeping,
to buy a puppy or kitten from City Farmers, you’re barking up
itching, barking, marking, walking, talking, fetching, scratching, biting and miting. And we’ve sourced all the best products to
the wrong tree. We leave that to experts who can give them the care and support they need around the clock. We do have
help with every one of those canine concerns.
a few friends who’ll be happy to help you find the right dog or cat for your family, so sniff them out for some sound advice -
So if you’re chasing high quality pet food, yummy treats or the best toys in town why not give us a bark. We’ve also got beds,
there’s a lot to think about.
collars, leads, bowls, grooming products and even flea and worming treatments. In fact, we’ve got everything you’ll need to keep your four-legged friend happy and healthy.
Come to think of it we’re guinea pig, reptile, fish, hermit crab and bird people too. We may not be able to talk to animals, but we do know what they want.
6
Fish make fantastic pets.
Bubbly Friends
Even though you can’t give them cuddles or pats, or train them to fetch your slippers, they can be very rewarding family members.
It’s worth remembering that fish aren’t the smartest life forms on the planet and in an aquarium they need a little help from their human hosts. Stuff like plants, ornaments and water treatments. The good news is we’re packed to the gills with fishy paraphernalia, including the fish and the tanks to get you started. We’ve got mates in all the right places who know their fishy facts and make some ship-shape products too.
Love them or hate them, you’ve got to admire cats. They sleep all day, party all night, and get dinner and cuddles laid on when they occasionally honour us with their presence. At City Farmers, we’re definitely in the ‘love them’ camp, proving that it is possible to be both cat and dog people simultaneously.
From exotic looking bettas ( better known as Fighting Fish) to vividly coloured cichlids (these are our foreign fishy friends from South America and Africa), there’s a wonderful world of finned folk to choose from for your perfect aquarium.
Despite the life of luxury, it’s not easy being a cat. They need a complex combination of nutrients to stay healthy. So at City Farmers, we’ve got high quality dry and wet cat food to cater for even the most finicky felines. And of course once the food’s done its job, we can help you out with a choice of litter and litter boxes as well. We’ve also got beds, collars and bowls, toys and scratching posts.
8
9
Mum dips in a tentative toe before sliding in at the shallow end. Dad sucks in his belly, lifts his chin and attempts a half-pike.
What the pH? Nothing spoils the fun like itchy red eyes or green-tinged water, so make sure you get your chemistry right. If you’re ever in doubt, give us a shout. We can’t advise you on your half-pike technique, but we do know how to keep your pool or spa happy and healthy. So don’t just jump in at the deep end, drop into a City Farmers and find out exactly how to keep your pool safe and clean.
And the kids destroy the serenity with loud splashy bombs. It’s all part of the fun.
We don’t have lab coats or singed eyebrows, but we do know a thing or two about chemistry. In fact if there was a Noble Prize for Pool-ology we reckon we’d be in with a chance. We’ll help you keep your pool in that happy-place, between a swamp and an acid bath. Although we don’t do water testing in store, we do sell simple kits that even an amoeba could use. 11
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APPLICATIONS 6.0
6.0 BROCHURE SPECIFICATIONS DOCUMENT SETUP Width: 195mm Height: 130mm Margins: Top - 15mm
Bottom - 15mm
Inside - 17mm
Outside - 15mm
Columns: 2 Gutter: 5mm
*Refer to Page 32 for grid specifics.
Logo Placement 52mm
= 5 x 5mm
The urban ranch logo is displayed on the front of the brochure within a white box. Refer to the grid for specific measurements. The box sits 15mm in from the right and 15mm up from the bottom of the page. See example below.
POOL PET & GARDEN SUPPLIES
73mm
INFORMATION
BOOK
POOL PET & GARDEN SUPPLIES
INFORMATION
BOOK
1
COLOUR PALETTE The urban ranch marketing material follows the “Dominant Colour” palette seen on the right. The specifications for the colours can be found on Page 12. Refer to Page 13 for the supporting colour palette and correct image colours.
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APPLICATIONS 6.0
6.0 GRIDS 195mm = 5 x 5mm
Love them or hate them, you’ve got to admire cats. They sleep all day, party all night, and get dinner and cuddles laid on when they occasionally honour us with their presence. At City Farmers,
130mm
we’re definitely in the ‘love them’ camp, proving that it is possible to be both cat and dog people simultaneously. Despite the life of luxury, it’s not easy being a cat. They need a complex combination of nutrients to stay healthy. So at City Farmers, we’ve got high quality dry and wet cat food to cater for even the most finicky felines. And of course once the food’s done its job, we can help you out with a choice of litter and litter boxes as well. We’ve also got beds, collars and bowls, toys and scratching posts.
9
The urban ranch promotional brochure uses a two column grid system. White space is utilised and the design is to be kept clean and simple. The focus is on the imagery and the text headings.
Standard Layout
x
y
Mum dips in a tentative toe before sliding in at the shallow end. Dad sucks in his belly, lifts his chin and attempts a half-pike. And the kids destroy the serenity with loud splashy bombs. It’s all part of the fun.
What the pH? Nothing spoils the fun like itchy red eyes or green-tinged water, so make sure you get your chemistry right. If you’re ever in doubt, give us a shout. We can’t advise you on your half-pike technique, but we do know how to keep your pool or spa happy and healthy. So don’t just jump in at the deep end, drop into a City Farmers and find out exactly how to keep your pool safe and clean.
x = Page edge = Margins and ....columns
We don’t have lab coats or singed eyebrows, but we do know a thing or two about chemistry. In fact if there was a Noble Prize for Pool-ology we reckon we’d be in with a chance. We’ll help you keep your pool in that happy-place, between a swamp and an acid bath. Although we don’t do water testing in store, we do sell simple kits that even an amoeba could use.
x
11
x = 15mm y = 17mm
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APPLICATIONS 6.0
6.0 TYPOGRAPHY COPY SPECIFICATIONS Titles
~ Refer to Page 15 for family variations of type.
Example 1
Body Copy
Helvetica Neue Condensed Bold
Helvetica Neue Light
Size: Large scale type between 50-100pt
Size: 8pt
Leading: 12pt
Align: Left
Hyphenation: switched off
size is relative to each page Leading: 12pt All Caps: On
Single line space between paragraphs
Align: Left
Character Colour: Black 100%
Hyphenation: switched off
Character Colour: Refer to “Dominant
Colours” on Page 12
Page Number Pull Quote
Example 2
Helvetica Neue Light
Helvetica Neue Condensed Bold
Size: 8pt
Size: 17pt
Leading: 20.5pt
Character Colour: Black 100%
Align: Left
Hyphenation: switched off
- unless image is darker than text in which
Single line space between paragraphs
Align right
case reverse out
Character Colour: White
Sub-titles
Example 3
Example 2
Helvetica Neue Light Size: 37pt
Leading: 44pt
Align: Left
Hyphenation: switched off
Character Colour: Refer to “Dominant Colours” on Page 12
Example 1
Get out into the backyard and do something outdoorsy!
Example 3
That’s better, mulch better urban ranch | brand manual
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APPLICATIONS 6.0
6.0 IMAGERY SPECIFICATIONS Size: 300 ppi
Mode: CMYK
File: TIFF
Drop Shadow Mode: Multiply
Opacity: 40%
A drop shadow is only used on isolated object
Distance: 1mm
Angle 90°
images, when they are placed on a white
X offset: 0mm
Y offset: 1mm
background. Refer to example 3.
Example 1
Example 2
We’re dog people and cat people. Come to think of it we’re guinea pig, reptile, fish, hermit crab and bird people too. We may not be able to talk to animals, but we do know what they want. 4
Example 3
POSITIONING 1. Large scale full page rectangular image Refer to Example 1. 2. Rectangular Image fits between the horizontal page edges - Refer to Example 2.
Example 4
3. Cut out object against white background Refer to Example 3. Image content is relative to the information being displayed on the page. Images should be fun and friendly, and have a slight sense of humour in their arrangement. Images can interact with one another, refer to Example 4.
urban ranch | brand manual
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9371 8256 0432 625 970 114 stirling hwy nedlands wa 6009
www.urbanranch.com.au