Jahitmart Brand and Design Guidelines by Adelia Giovani

BRAND AND DESIGN GUIDELINES

Published in 2020

Table of Contents

Contents 03

Introduction

Logo and Tagline

Typography

Design Elements

Get to know about Jahitmart.

Correctly apply our logo and tagline.

Typeface application to entire design.

Color palette and shapes.

Creative Planning

Product Template

Product Photography

Edit and Upload

Using elements and making thematic design.

Creating the right format of a photo.

Standardized photo editing and placing.

Instructions about working file and put photos in sequence.

Product Illustration

Iconography

Upload Procedure

Closure

Product image representation.

Set of icons and its purposes.

Preparation to launch a product.

Use this brand guidelines wisely.

Jahitmart Guidelines

Introduction

Jahitmart is an online based market that offers garment and sewing accessories, such as sewing thread, sewing machine, buttons, fabrics, zipper, crafts, and many. Founded in 2015, Jahitmart only provide authentic and best quality product. We believe that nowadays, anything is available online and could arrive right at your door with just a click. No exception. We aim to offer the most complete item variant, with fast delivery and safe packing. Guaranteed to satisfy your needs. The brand and design guidelines is made to be a basic instruction of understanding Jahitmart as a brand. Read through this book and you will know about us better.

Jahitmart Guidelines

Logo and Tagline

Logo There is only one logo for both digital and printing. Use our logo only in our primary colors which are Jahitmart blue and red. However when it is placed on dark background, the logo has to be all white. Treat our logo like it’s the most valuable asset in the world. Never abuse it. It might looks so simple, but like anyone else, the logo means everything to us. Use the J as a benchmark to make minimum empty space around the logo

Tagline

10 mm

“Terlengkap, Termurah, Terpercaya” has perfectly describe our business: • Terlengkap (most complete) as we try to have various range of product to fulfill your needs. • Termurah (most affordable) as we try to give the best and cheapest price available in the market. • Terpercaya (most trusted) as we always try to offer the best quality of product and customer service. Because cheap does not always means average.

Minimum height 10 mm or 48 px

The usage of tagline should always be attached with the logo. Either attached or only the Jahitmart logo, but do not use the tagline alone.

All white on dark background

Jahitmart Guidelines

Do and Donâ&#x20AC;&#x2122;t

Do not change the color

Do not change the proportion

Do not put shadow

Do not rotatev

Do not use white logo on light background

Do not use primary color on dark background

Logo has to be visible at all time

Can be used without the tagline

Ensure to have empty space to put the logo properly

Do not put the logo on cluttered image

Logo and Tagline

Typography

Arial Bold

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789

Typography

Gotham Thin

Jahitmart has two typefaces. First is Arial Bold that is only be used for logo and tagline. When it comes to content, marketing and other corporate purposes, our primary typeface is Montserrat font family.

Gotham Extra Light Gotham Light Gotham Book Gotham Medium

Montserrat is a free Google font. We generally use Regular for body copy and Semibold to highlight words. You are allowed to go bolder depending on the purpose and area, but keep in mind of the weight difference. Always skip one weight, e.g. Regular with Semibold, Medium with Bold, and so on.

Gotham Bold Gotham Black Gotham Ultra

Gotham Book ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789

Jahitmart Guidelines

Font Weight Tips and tricks: Always keep your machine clean after use. Use bolder font for subheading.

Products cannot be return or refund, unless damage is factory fault.

There are 4 different colors available, red, blue, green and yellow. Use bold to highlight information.

Do not use multiple weight and style within a paragraph.

Font Color Pantone Blue 072 CMYK 100 95 0 3 RGB 18 11 124 HEX #120b7c

Tips and tricks Always keep your machine clean after use. Do not use two different typeface.

Text Layout for Legibility Grayish black CMYK 0 0 0 90 RGB 26 26 26 HEX #1a1a1a

Text Layout Arial Bold is only used for logo and tagline. When it comes to content, marketing and other corporate purposes, our primary typeface is Montserrat font family. Montserrat is a free Google font which we generally use are Regular for body copy and Semibold to highlight words. You are allowed to go bolder depending on the purpose and area, but keep in mind of the weight difference. Always skip one weight, Montserrat Regular with Semibold, Medium with Bold.

All text should only be in these two colors. Blue for heading or subheading to emphasize or highlight an overview. Grayish black for all body copy and caption for a comfortable reading.

Long lines across the page or edge to edge sentences are uncomfortable for readers. They might get lost within the lines while reading.

Other colors within the guidelines should not be used for text due to its contrast.

Typographic Heirarchy

Text Layout

Arial Bold is only used for logo and tagline. When it comes to content, marketing and other corporate purposes, our primary typeface is Montserrat font family.

Lorem Ipsum

Montserrat is a free Google font which we generally use are Regular for body copy and Semibold to highlight words. You are allowed to go bolder depending on the purpose and area, but keep in mind of the weight difference. Always skip one weight, Montserrat Regular with Semibold, Medium with Bold.

Placeholder text commonly used to demonstrate the visual form of a document without relying on meaningful content. An example of proper heirarchy in typography. Make sure there is a distinctive difference between main heading, subheading, and body copy. Make a division with size, font color or opacity.

Add vertical spacing between lines to increase legibility. Break paragraph content into sections of information, to make an easier reading.

Design Elements

Color Palette

Primary Color Pantone Blue 072 CMYK 100 95 0 3 RGB 18 11 124 HEX #120b7c

Color Palette Jahitmart brand colors are blue and red. Blue is often associated with dependable and stability. It symbolizes trust, loyalty and wisdom which applies to our vision as the most trusted seller in the market.

Pantone 711 CMYK 0 97 75 0 RGB 251 13 33 HEX #fb0d21

Red depicts energy, power and determination. As we promise to provide the best services and be the leading online seller within the industry. Use primary color only to highlight title or heading, product tagline, and iconography. Do not use primary color for shape, as it will look strong enough to overpower the image and other elements.

Produce our logo only in Jahitmart blue and red, unless all white for the negative version. Do not recolor it in any circumstances.

Jahitmart Guidelines

Secondary Color Pantone 707 CMYK 0 36 8 0 RGB 250 165 192 HEX #faa5c0

To complement our primary color which are bold and high contrast, we use softer color swatches as our secondary. Based on the tetradic theory, we choose pink, orange, green and sky blue. Use secondary color for all shapes in design marketing purposes, such as banner and social media posts. Applicable to digital and printing usages.

Pantone 149 CMYK 0 24 51 0 RGB 253 194 110 HEX #fdc26e

Use tertiary color mainly for text, notes, and shadows in design when neccessary.

Tertiary Color Pantone 367 CMYK 41 0 68 0 RGB 151 209 90 HEX #97d15a

Grayish Black CMYK 0 0 0 90 RGB 26 26 26 HEX #1a1a1a

Pantone 297 CMYK 52 3 1 0 RGB 123 205 223 HEX #7bcddf

Gray CMYK 0 0 0 40 RGB 178 178 178 HEX #b2b2b1

Design Elements

Shape Elements

Geometric Shape

Jahitmart key elements in design for marketing purposes is shape. Divided into geometric and organic shape, geometric shape is commonly found in life, which audience will find it familiar. On the other hand, organic shapes which is more free and natural, will make the design feels alive. Organic shape here is more as a complement to geometric shape. Shape elements often combined with vector, image, or text.

Organic Shape

Jahitmart Guidelines

Geometric Shape We limit our geometric shape to these five; triangle, square, circle, hexagon and line. Please note the minimum measurement required for standard visibility, but no limitation to width or maximum. These shapes are allowed to be recolored in any secondary color, it does not limited to one color per shape. Any of these could be presented in different color.

2 mm

3 mm 6 mm

9 mm

12 mm

15 mm

Minimum shape height • Print design : 3 mm • Digital design : 15 px

Minimum stroke height • Print design : 2 mm • Digital design : 15 px

Scaling tips: multiple accordingly from starting height.

Design Elements

Shape Elements

Organic Shape Geometric and organic shapes balance each other. Organic shapes are irregular or asymmetrical in appearance, which tend to have a curvy flow in them.

â&#x20AC;˘ No minimum height â&#x20AC;˘ Free to be transformed

You are free to draw new shapes not only limited to these. Play with putting the shapes at the corner, underlay an image or vector. Try to not overuse organic shapes. Use it fewer than geometric shapes in order to keep the design neat and clean.

Jahitmart Guidelines

Creative Planning Generally categorised into two context, using vector or product image combined with shape elements. Balance the overall appearance with empty space and sizing. Remain focus on the key point, never put too many shapes, never make it too busy and cramped.

Member Fever Jika kamu berbelanja sebagai member di Jahitmart.com, harga yang kamu dapat akan lebih murah hingga 70% dibandingkan dengan produk di marketplace kami. Yuk daftar sebagai member sekarang!

Gratis Ongkir se-Indonesia Daftar sebagai member di Jahitmart.com dan dapatkan langsung kupon gratis ongkir untuk pembelian pertama. Tanpa minimum order!

Contextualized Vector Image

Contextualized Composite Image

Creative Planning

Thematic Planning Jahitmart marketing strategy is in a shape of banner, which changes in monthly basis. We have a standard promotion throughout the year, celebrating world event and national holiday. The themes are: January February March April May June July August September October November December

– – – – – – – – – – – –

New Year or Lunar New Year Valentine General promotion Easter Labor Day Idul Fitri Summer Independence Day General promotion Halloween National Heroes Day Christmas

These are not mandatory but a suggestion, any of these are subject to change with major event or internal campaign.

General Promo

Jahitmart Guidelines

Monthly Theme

Creative Planning

Product Template

Format A

Format B

Format D

Format E

Format C

To present the products correctly across all marketplaces, we have categorised and designed three templates for different functions. Format A mainly for zipper, sewing thread, scissors, ribbon or basically anything that comes in various sizes. We try to indicate the details on one picture.

Certain products are sold in piece and bulk amount. Always be mindful in displaying the quantity.

Format B for all products in general. Such as spare parts, crafts, buttons, garment accessories, which most of them are brandless items. Format C is for machines, which in this context is sewing machine. It highlights the features, free items, and product tagline. Format D and E are for color catalog. No quantity specification needed because it can be used in multiple product. Format D presents actual item as color reference, while Format E displays closest computer-based color that represents actual product.

Typeface used in the template are Gotham Medium and Bold. Please note that Jahitmart logo should always be on the top left. Donâ&#x20AC;&#x2122;t worry, we have prepare a ready to use PSD format for editing stage.

Jahitmart Guidelines

Format A Sample product in frame: zipper 50 px Margin Logo

Specification

Brand Right Widget Left Widget

Product Name and Quantity

Watermark

Photo Area (Fill the space proportionally)

Quantity

Size

50 px Margin

Product Template

Format B Sample product in frame: spare part 50 px Margin Specification

Logo

Brand

Product Name and Type

Watermark

Photo Area (Fill the space proportionally)

Quantity

Size

50 px Margin

Jahitmart Guidelines

Format C Sample product in frame: sewing machine 50 px Margin Logo

Specification

Brand

Product Name and Type

Right Widget

Left Widget

Photo Area (Fill the space proportionally)

Product Highlights

Watermark

Footer Height: 120 px

Tagline 50 px Margin

Product Template

Format D Color catalog based on actual product 50 px Margin Brand

Logo

Title

Product Name and Type

Color Number and Name

Watermark

Actual Item

50 px Margin

Jahitmart Guidelines

Format E Color catalog based on closest computer-based color 50 px Margin Logo

Brand

Title

Product Name and Type

Color Indicator

Watermark

Color Number and Name

50 px Margin

Product Template

Product Photography

Before

Product Photography

Taking a photo is easy but the tricky part would be the editing. As an e-commerce based store, our customer rely a lot on our photos before making their purchase. Here are some key notes for our product photography: • Try to make the product color as true as possible • Color temperature has to be neutral • Make sure the details are visible • Keeping it not too high contrast • Align the photo on visual center

Jahitmart Guidelines

After

Jahitmart Guidelines

Look a bit yellow because the color temperature is too warm

Adjusted temperature shows its true color

Put white products over dark background whenever possible

Do not stretch or distort

Keep item in proportion to the photo area

Adjust the object in photo area at visual center, not container center. This tends to be the natural placement of visual focus. In design, the visual center is the perceived center of an artifact, which is not actually located at the geometric center. The theory is moving the object to the left by 1% and up by 6%. But you can adjust manually based on how it looks. Container Center

Visual Center

Product Photography

Edit and Upload

Working File Instruction Default canvas size: 1200 x 1200 px

1. Display specification in Spec layer.

Fixed Asset

2. In Heading layer: • Place the brand • Edit product name with notes below.

Heading Margin

3. In Right Widget layer: One icon displayed as a form of brief product marketing, e.g. assuring quality and freebies. 4. In Left Widget layer: Display “Original icon” of respective brand, follows with additional information icon. Content Margin

5. In Item layer: Place the item on visual center. Try to fill the area proportionally, not too far from actual size. 6. In Size layer: Edit variant size on sale. Applicable to multi-size product. 7. In Qty layer: Edit quantity display same as specification. Applicable to multi-quantity product. *Multi-size: Product sold in various sizes Multi-quantity: Product sold differently in piece and dozen, and other appropriate amount.

Jahitmart Guidelines

Photo Sequence

In Case of Revision

We have set a standard order in uploading pictures to the marketplace. In general, there is a limit of maximum of 5 (five) pictures per product but also sometimes 10 (ten) pictures on certain websites.

Revisions tend to be minor, about placement or text. If in any case of photo revision, try to save a copy of existing version in different layer within the same file. Do not overwrite without backup, or you have no way back.

A product does not always necessarily present many photos, one is enough if it says it all.

First

Second

Third

Fourth

Main Photo

Product Detail

Whatâ&#x20AC;&#x2122;s in the Box

Color Catalog

Also known as cover photo, it has clean space showing the product, quantity and available color variant if applicable.

Basically focuses on the detail feature of an item.

Applicable to a product packed in a box. Customer would like to see what comes with the item.

Applicable to product with color variant. Usually for fabrics, zipper, sewing thread and tailor chalk. Each has different names and numbers.

Edit and Upload

Product Illustration

Actual Product

Product Illustration

As an alternative to product photography, we adapt vector illustration which we name it as Product Illustration. Drawn in flat design approach, the illustration is made to depict the real product. It shows true to color with high similarity, but minimalist with not too much detail. The collection of product illustration will always grow like our range of items. Here you can find the first series of illustration about sewing essential.

Jahitmart Guidelines

Illustration

Jahitmart Guidelines

Pearl Head Pins

Safety Pins

Tagging Gun

Tagging Gun 2

Tailor Chalk

210 mm Scissor

Fabric Scissor

VFO Zipper

Sewing Hook & Eye

Sewing Thread

Vintage Sewing Machine

Modern Sewing Machine

Multi Purpose Oil 900 ml

Multi Purpose Oil 90 ml

Product Illustration

Iconography

As a subtitute for photography and representation, icon is a good choice. It simplify a picture and attracts audience in terms of design. Jahitmart has two type of iconography, one is for general use, the other is for product marketing.

General Icons General icon is a set of icons to represent Jahitmart in general, such as what kind of product and service we have to offer. By using these icon, your objective would be promoting Jahitmart, not any of our products.

Sewing Machine

Zipper

Fabrics

Buttons

Price Tag

Product Search

Original

Personal Assistant

Service Center

Sewing Thread

Ribbon

Crafts

Sewing Accesories

Fast Delivery

Great Product

Payment Methods

30 Days Return

Secured Payment

Jahitmart Guidelines

Product Icons Icons are easy to read when you choose the right symbol to depicts your point. Product icon is a set of icons to tell the features of an item. It is used as a form of product marketing.

Left Widget

Left and right widget is an area for product icons on the sides of a product photography. You can refer to the working file for details about what icons on the sides. Left widget is purposely to highlight the features of a product and what you can get when making a purchase. As well as original icon to say that we only sell original and authentic products. Right widget is a form of assurance for product in frame. Not too much on this side, as the focus should be more to the product specification.

Right Widget

SEMUA WARNA READY STOCK

Garansi

TIDAK KARAT

GRATIS

The sizes are averagely 150 px or less, and they are ready to use in the existing working file. Icons are not only limited to these, but it can grows along the way when new icons are needed.

Iconography

Upload Procedure

You are on the last step before launching a product to our marketplaces. If you look back to earlier pages, it tells you how to use our logo, design elements and how to do a product photography. One more thing to do is making a PDP form. PDP form is Product, Description, Price form which contains all the information you need before publishing a product online. The basic of PDP is made by designer in charge, with informations from marketing person in charge, and it needs an approval before launch. When a PDP is approved, you can begin to upload the details to marketplaces, and thatâ&#x20AC;&#x2122;s it, the product is up for a purchase. Unless there is a revision, whether it is a photo or description, the product and its details should stay as it is.

Jahitmart Guidelines

PDP Form Form Title

Photo, Description, Price.

Set of Photos

Product Name Price and Quantity Specification

Description: • Product overview • Specification and sizes • Color variant • Product disclaimer

Marketplace Checklist

Signature

Upload Procedure

Closure

Final Thought Give your best shot in keeping our design clean and within the line. This guidelines is made to effectively hand over the branding standard between designers. If you ever in doubt, feel free to ask the present designer or simply refer back to this book.

Jahitmart Guidelines

This brand guidelines or any portion thereof may not be reproduced or used in any form by any means without the express written permission of the writer or publisher.