Origami by Yihsuan Lu

origami BRAND VISUAL GUIDE

origami

origam

origami

origam

2.5 X

origami X

Baseline

CONTENTS OUR STORY 1.01

LITTLE CHICK

1.02 THE REST OF THEM

HOW WE LOOK 2.01

ORIGAMI

2.02

TRADEMARK

2.03 CLEAR SPACE 2.04 WRONG CHICKS

COLOR 3.01

COLOR CODES

3.02 COLORED BACKGROUNDS 3.03 PHOTOGRAPHY BACKGROUNDS 3.04 VARIATIONS OF ORIGAMI 3.05 UNACCEPTABLE USAGES

SUPPORT SYSTEM 4.01

SECONDARY GRAPHIC

4.02 TYPOGRAPHY 4.03 PHOTOGRAPHY

APPLICATIONS 5.01

STATIONERY SYSTEM

5.02 OUR WEBSITE 5.03 APPLICATIONS 5.04 GUIDE GRID

ORIGAMI

BRAND VISUAL GUIDE

OUR STORY

1.00

ORIGAMI

BRAND VISUAL GUIDE

OUR STORY

1.01

LITTLE CHICK In 2012, we proudly introduced you to our newest brand, Origami, that is especially for your baby boys and girls. As you might have already guessed, Origami uses all organic ingredients and paper products as we do for Origins products to make sure your kids are taken care of by the most gentle and nice face & body lotions, toners, and cleansers. For further information, you can either get on origami.com or simply call us at 1-800-Origami. We are looking forward to hearing from you.

LITTLE CHICK

1.01

1.02

THE REST OF THEM Just like our main brand Origins, Origami has some serious competition as well. From brands based in the United States to organic body care brands from other countries. In order to set us apart, a unique and intriguing identity had to be developed, especially to separate us from our competitors. Also given the quirky and open-minded audiences that we have, the identity couldnâ&#x20AC;&#x2122;t be nearly as close or usual as the rest of our competition.

ORIGAMI

BRAND VISUAL GUIDE

OUR STORY

THE REST OF THEM

1.02

ORIGAMI

BRAND VISUAL GUIDE

HOW WE LOOK

2.00

2.01

ORIGAMI We already knew what would symbolize our brand when we started our new line, Origami. We chose a baby chick as our symbol because it shows the purity and naive look of how children look in our mind. Considering we are known of using herbs and nature ingredients in our products, we chose a soft blue for our baby chick to show the relation with nature.

ORIGAMI

BRAND VISUAL GUIDE

HOW WE LOOK

origami

origami ORIGAMI

2.01

origami

2.02

â&#x201E;˘

TRADEMARK As intrusive as it is, every identity needs to have a trademark on it in the market place. Note it should be placed at the same spot as we have used in this book. Do not put a trademark above where the type sits. Donâ&#x20AC;&#x2122;t worry, we are legal!

ORIGAMI

BRAND VISUAL GUIDE

HOW WE LOOK

TRADEMARK

2.02

2.03

CLEAR SPACE Clear space around the identity is critical to our brand. Clear space is referencing the absence of other identities, symbols, text or any other graphic element. Clear space of Origami is defined by the distance of “x”, which equals “O” of the word “Origami” in the identity. It is established that this clear space remains free of all graphics, identities and products of all brand recognition. Please remember clear space changes with the identity’s size.

ORIGAMI

BRAND VISUAL GUIDE

HOW WE LOOK

origami

origam

2.5 X

origami

Baseline

origami 15 mm

CLEAR SPACE

2.03

2.04

WRONG CHICKS To maintain the equity and value of Origami, the identity or any signature material must never be altered, skewed, or redrawn in any case. Listed at the right pages are unacceptable usages of the corporate identity.

ORIGAMI

BRAND VISUAL GUIDE

HOW WE LOOK

origami

Don’t use any other typeface

origami

origami Don’t use other weight of typeface

o r i g a m i

™ Don’t resize the signature elements

origami Don’t change the direction of signature elements

origami

Don’t scratch the signature

origami Don’t rearrange the signature elements

origami

WRONG CHICKS

origami

2.04

ORIGAMI

BRAND VISUAL GUIDE

COLOR

3.00

3.01

COLOR CODES Color is a fundamental part of Origami across a wide span of applications. A spectrum of inviting grey and blue primarily serve as the corporate colors for maximum brand recognition and communication. Note that both primary and secondary color palettes have been established only under circumstances where it is critical to differentiate certain levels of information.

ORIGAMI

BRAND VISUAL GUIDE

COLOR

m ii aa m ami

o rr ii gg aa o origa

o rr ii gg aa m m ii o origami

PRIMARY COLORS PMS 445 CMYK 20, 0, 20, 65 RGB 99, 110, 102

rigami rigami

PMS 333 CMYK 43, 0, 27, 0 Baseline Baseline

RGB 169, 205, 196

Baseline Baseline

SECONDARY COLORS PMS 177 CMYK 0, 45, 40, 0

origami origami 15 mm 15 mm

RGB 226, 159, 139

PMS 405 CMYK 0, 10, 33, 72 RGB 102, 95, 76

COLOR CODES

3.01

3.02

COLORED BACKGROUNDS When using our identity, always pick solid or subtle textured backgrounds to show our identity nicely.

ORIGAMI

BRAND VISUAL GUIDE

COLOR

mm i i

m i i am

o or ir gi ga ammi i

origami origami

ami

Baseline

origami

™

o or ir gi ga ammi i

i g a m i origami mi origami

origami

™

origami

™

origami

™

COLORED BACKGRAOUNDS

3.02

3.03

PHOTOGRAPHY BACKGROUNDS When applying Origami identity on a photography, always go for photos that can show our identity clearly. Here are some examples of photography for ideally uses.

ORIGAMI

BRAND VISUAL GUIDE

COLOR

mm i i

origami

origami ™

origami

o o

origami o roi rgi ag ammi i

o or irgi ag m i i am 2.5 X

am oo r irgi ag m i i

™

origami origa

origami

™

PHOTOGRAPHY BACKGROUNDS

3.03

3.04

VARIATIONS ON ORIGAMI It wouldnâ&#x20AC;&#x2122;t be suggested to have our identity effectively work in only one color. However there are chances our identity has to print in limited color. There are three main ways the identity can be colored in certain situations. The most common in the system is the one displayed in middle. This is due to the materials that the identity is typically printed on, as well as the given background tonal range that could effectively allow the use of our grey/blue at the same time.

ORIGAMI

BRAND VISUAL GUIDE

COLOR

origami

origam

origami

2.5 X

origami

Baseline

origami

origami 15 mm

2.5 X

origami

VARIATIONS OF ORIGAMI Baseline

3.04

3.05

UNACCEPTABLE USAGES The examples on the right page demonstrate some common mistakes made when applying the Origami identity.

ORIGAMI

BRAND VISUAL GUIDE

COLOR

mmi i mi

™

origami

™

o or ir gi ga ammi i o or ir gi ga ammi i o or ri gi ga ammi i

o or ir gi ga ammi i o or ir gi ga ammi i origami origami Don’t use busy backgrounds

o or ir gi ga ammi i o or ir gi ga ammi i oor ri gi ga amm i i o or ir gi ga ammi i o or ir gi ga ammi i origami

Don’t change signature colors

o r i g a m i

™

o or ir gi ga ammi i o or ir gi ga ammi i origami origami

Don’t reverse signature on white or light backgrounds

Don’t use secondery colors as one color variation

o or ir gi ga ammi i o or ir gi ga ammi i o or ir gi ga ammi i

Don’t use backgrounds can’t show signature nicely

Don’t switch colors on signature

origami

origami UNACCEPTABLE USEAGES

3.05

ORIGAMI

BRAND VISUAL GUIDE

SUPPORT SYSTEM

SYSTEM SUPPORT SUPPORT SYSTEMS

4.00

4.01

SECONDARY GRAPHIC When our customers think of Origami, we want them thinking about the naive and pure nature of their babies. This is how we decided that illustrated objects would be our secondary graphic for Origami.

ORIGAMI

BRAND VISUAL GUIDE

SUPPORT SYSTEM

SECONDARY GRAPHIC

4.01

4.02

TYPOGRAPHY Origami consists of two typefaces: Neutraface and Gotham. Both typefaces come in variety of weights and offer flexibility of use. Commitment to these typefaces will create both a consistency and strong identity for our new brand.

ORIGAMI

BRAND VISUAL GUIDE

SUPPORT SYSTEM

PRIMARY NETRAFACE TEXT DEMI

7/15/360

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?#&()+-=@$%

SECONDARY GOTHAM BOOK

7/15/360

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?#&()+-=@$%

GOTHAM MEDIUM

7/15/360

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?#&()+-=@$%

GOTHAM BOLD

7/15/360

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?#&()+-=@$%

TYPOGRAPHY

4.02

4.03

PHOTOGRAPHY All images you use should be treated the same way as we do in the Origami brand visual guide, using earthy tones with children or nature elements involved.

ORIGAMI

BRAND VISUAL GUIDE

SUPPORT SYSTEM

PHOTOGRAPHY

4.03

ORIGAMI

BRAND VISUAL GUIDE

APPLICATIONS

APPLICATIONS APPLICATIONS

5.00

5.01

STATIONERY SYSTEM

767 Fifth Avenue, 37th Floor, New York, NY 10153, USA 767 Fifth Avenue, 37th Floor, New York, NY 10153, USA

origami

origami Lexicon Lexicon

2258 Howard Street, Suite 100

San100 Francisco CA 94105 2258 Howard Street, Suite San Francisco CA 94105

ANDREA BOSWORTH

o r i g a omri i g a m i

President of Global Marketing

ANDREA BOSWORTH President of Global Marketing

P_ 1-212-587-8562 | F_ 1-212-587-3906

767 Fifth Avenue, 37th Floor, New York, NY 10153, USA

ORIGAMI

BRAND VISUAL GUIDE

APPLICATIONS

abosworth@origami.com | origami.com

origami

Eleya Johnson Design Director Lexicon 2258 Howard Street, Suite 100 San Francisco CA 94105

17 March 2012

Dear Miss Eleya I would like to welcome you as a new client. I look forward to working together on the academy project and I am sure that you will be extremely satisfied with the services my business provides. You are invited to make an appointment to vist our office at your earliest convenience. The office manager will be happy to show you around and discuss any aspect of our credit policy with you. I am enclosing several samples and an estimate for your review. Please let me know if these figures fall within your budget for the project. If you have any questions, please donâ&#x20AC;&#x2122;t hesitate to call. Your truly,

Violet Groetsch

info@origami.com | origami.com P_ 1-800-ORIGAMI 767 Fifth Avenue, 37th Floor, New York, NY 10153, USA

STATIONERY SYSTEM

5.01

5.02

OUR WEBSITE

Origami http://www.origami.com

origami

HOME

BATH & BODY

GREAT GIFTS

WHAT’S NEW

ORIGAMI STORY

Origami http://www.origami.com

origami ORIGAMI

BRAND VISUAL GUIDE

HOME

BATH & BODY

GREAT GIFTS

APPLICATIONS

WHAT’S NEW

ORIGAMI STORY

Origami http://www.origami.com

origami

HOME

BATH & BODY

GREAT GIFTS

WHAT’S NEW

ORIGAMI STORY

ORIGINS STORY Our mission at Origins is to create high performance natural body care that is powered by nature and proven by science for both men and women. We use potent plants, organic ingredients and 100% natural essential oils, however, we have gotten thousands of emails every year and asking why we don’t produce products for children... We heard you! In 2012, we are proud and want to introduce you to our newest sub brand, Origami, that is especially for your baby boys and girls. Origami uses all organic ingredients and paper products as we do for Origins products to make sure your kids are taken care of by the most gentle and nice body lotions, toners, and cleansers. For further information, you can either get on origami.com or call us at 1-800-Origamni. We are looking forward to hear from you.

OUR MISSION

OUR PURITY

PLANT A TREE

Our mission at Origami is to create high-performance natural skincare that is powered by nature and proven by science...

Origami products are formulated with naturaland certified organic ingredients and 100% natural essential oils...

Origmai launched the “Origami Plant-A-Tree” initiatives program toaid reforestation projects globally...

OUR WEBSITE

5.02

ORIGAMI

BRAND VISUAL GUIDE

APPLICATIONS

5.03

APPLICATIONS This section showcases how the Origami identity functions out in the real world. Our applications deliver key information about Origami products and services to a variety of audiences. We are ready to show the world our new brand line look, from our stationery system to anniversary gifts to vehicles. The Origami identity shows how deep the brand relates to nature and how we care about the products we provide.

APPLICATIONS

5.03

ORIGAMI

BRAND VISUAL GUIDE

APPLICATIONS

o r i g a m i

APPLICATIONS

5.03

Origami

ORIGAMI

BRAND VISUAL GUIDE

APPLICATIONS

i gi a m i o r i go ar m

g ai m i o r iograi m

APPLICATIONS

5.03

o r i g a m i

ORIGAMI

BRAND VISUAL GUIDE

APPLICATIONS

origami

TERM: Usable up to the balance to purchase goods or services only at participating Origami stores. Not valid for gift card purchases. Not redeemable for cash or credit, except as required by law. Not a credit or debit cards. Not reloadable by owner. The purchase, use and acceptance of this card constitutes complying with these terms. For balance and other inquires call 1-800-ORIGAMI or visit ORIGAMI.COM

origami $25 GIFT CARD

2200200058006404 // PIN # 74906

origami

$10 GIFT CARD

$50 GIFT CARD

APPLICATIONS

5.03

Origami

GIVE YOUR KIDS WHAT THEY DESERVED origami

origami

ORIGAMI

BRAND VISUAL GUIDE

APPLICATIONS

GIVE YOUR KIDS WHAT THEY DESERVED origami

APPLICATIONS

5.03

origami

ORIGAMI

BRAND VISUAL GUIDE

APPLICATIONS

origami

APPLICATIONS

5.03

ORIGAMI

BRAND VISUAL GUIDE

APPLICATIONS

GRID GUIDE

5.04

COLOPHON DESIGNER_ YIHSUAN LU INSTRUCTOR_ TODD HEDGPETH COURSE_ IDENTITY 3 PHOTOGRAPHY_ STOCK VAULT & GOOGLE IMAGES BINDING_ PLOTNET & YIHSUAN LU SOFTWARE_ ADOBE CS5.5 PRINTER_ CANON PIXMA PRO9000 PAPER_ MOAB KAYENTA DOUBLE SIDED PAPER