NORMANDY FLOWER SHOP
HOW TO USE THIS GUIDE
Normandy Flower Shop Brand Identity Guidelines 1
This Brand Identity Guidelines document establishes rules for the successful and consistent implementation of Normandy Flower Shop’s graphic identity. The graphic identity includes elements such as logo usage, color, and typefaces. This guide is a reference tool for applying a consistent look, feel, and tone for all of Normandy Flower Shop’s promotional materials and communications.
Our visual identity supports our brand by providing a compelling and consistent way to communicate our personality and brand constructs. It sets us apart from our competition and reflects who we are and why we are unique.
The brand guidelines provide instructions for applying our visual identity consistently across all communications. Please read the Normandy Flower Shop Brand Guidelines carefully and consult them when creating new Normandy Flower Shop marketing, materials, etc.
Normandy Flower Shop Brand Identity Guidelines 2
PRIMARY LOGO Normandy Flower Shop Brand Identity Guidelines 3
Normandy Flower Shop has been a reliable and reputable business in downtown Muncie, Indiana since the 1940s. This logo represents their ties to the local community while displaying playful graphics and representing their roots as an established and professional business. It includes flowers that are featured prominently in their store front in a bouquet-like arrangement.
Normandy Flower Shop Brand Identity Guidelines 4
To use the black and white logo on a white background, use the “black” option so that all text and flowers are visible.
Normandy Flower Shop Brand Identity Guidelines 5
To use the full color logo on a dark background, use the “full color inverse” option so that the black text and flowers are visible.
Normandy Flower Shop Brand Identity Guidelines 6
To use the black and white logo on a dark background, use the “white” option so that all text and flowers are visible.
Normandy Flower Shop Brand Identity Guidelines 7
SECONDARY LOGO Normandy Flower Shop Brand Identity Guidelines 8
Normandy Flower Shop’s secondary logo/lockup shows the bouquet arrangement now in the “o” of Normandy. This is reserved for use when the logo is larger. Logo size guidelines are covered later in this document.
Normandy Flower Shop Brand Identity Guidelines 9
To use the black and white logo on a white background, use the “black” option so that all text and flowers are visible.
Normandy Flower Shop Brand Identity Guidelines 10
To use the full color logo on a dark background, use the “full color inverse” option so that the black text and flowers are visible.
Normandy Flower Shop Brand Identity Guidelines 11
To use the black and white logo on a dark background, use the “white” option so that all text and flowers are visible.
Normandy Flower Shop Brand Identity Guidelines 12
Normandy Flower Shop Brand Identity Guidelines 13
COLOR AND TYPE
These are the primary colors used in the primary and secondary logos for Normandy Flower Shop. The colors of the circular icon should not be changed. If a change is needed, see the variations of the logo given in the artwork files. All colors have the appropriate CMYK values (for print use), and RGB values (for digital/web use) .
CMYK 18, 100, 73, 6
RGB 192, 32, 66
susan yellow
CMYK 1, 17, 82, 0
RGB 253, 208, 74
tiger lily orange
CMYK 0, 59, 100, 0
RGB 245, 132, 31
leaf green
CMYK 36, 6, 100, 0
RGB 176, 199, 54
tulip pink
CMYK 86, 28, 51, 6
RGB 0, 134, 130
black
CMYK 75, 68, 67, 90
RGB 0, 0, 0
CMYK 134, 55, 0, 0
RGB 234, 142, 188
baby’s breath white
CMYK 0, 0, 0, 0
RGB 255, 255, 255
Normandy Flower Shop Brand Identity Guidelines 14
normandy red
orchid teal
black-eyed
hollyhock
The primary font used for the logo is Dunbar Bold with a tracking of 75 pts and all caps. The additional font used is Brother 1816 Regular with a tracking of 100 and all lowercase. The fonts and type should not be changed or manipulated in any way while using these logos.
A B C D E F G
H I J K L M N
O P Q R S T U
V W X Y Z
Dunbar Dunbar Bold Brother 1816 RegularNormandy Flower Shop Brand Identity Guidelines 15
Brother 1816
h
o
a b c d e f g
i j k l m n
p q r s t u v w x y z
LOGO USAGE GUIDELINES
Normandy Flower Shop Brand Identity Guidelines 16
The space around a logo is just as important as the logo itself. This space around the logo must remain free from other copy to ensure that the logo is not obscured. This space is equal to the cap height of Dunbar. The same free space applies when the logo is used in the secondary form. Nothing can be put here, including text, drawings, photographs, or any other media. Space around the logo enhances its appearance and helps to position it correctly.
Normandy Flower Shop Brand Identity Guidelines 17
To assure that Normandy Flower Shop’s logo is seen clearly, both the primary and secondary logo will be used at different sizes.
The secondary horizontal logo can be used when the logo is larger than 60mm, and cannot be used smaller than this size. Conversely, there is no size maximum for the vertical logo.
The primary vertical logo should be used for smaller sizes as it is more easily legible. It can be used as small as 14mm, but can only be used up to 60mm. Once it exceeds 60mm, the secondary logo is used as described above.
Normandy Flower Shop Brand Identity Guidelines 18 60mm 90mm 14mm 60mm
These mockup examples show the primary and secondary logos in proper use.
Normandy Flower Shop Brand Identity Guidelines 19
LOGO MISUSE
Normandy Flower Shop Brand Identity Guidelines 20
Normandy Flower Shop’s logos should not be changed or manipulated in any way.
Do not distort the logo
Do not change the logo colors
Do not rearrange logo elements
Do not apply effects to the logo
Do not place on an inappropriate background color
Do not alter the text of the logo
Normandy Flower Shop Brand Identity Guidelines 21
NORMANDY