Blum Garden & Teahouse by Allison Landino

GARDEN &

TEA HOUSE

BRANDING MANUAL

Contents 1. . . . . . . . . . . . About BlĂźm

20. . . . . . . . . . . Stationery Set

2. . . . . . . . . . . . Logo Variations

22. . . . . . . . . . . Measurements

4. . . . . . . . . . . . Supporting Elements

24. . . . . . . . . . . Teahouse Items

6. . . . . . . . . . . . Logo Color Pairings

30. . . . . . . . . . . Place Setting

10. . . . . . . . . . . Typefaces

32. . . . . . . . . . . Our Branding

12. . . . . . . . . . . Brand Colors

34. . . . . . . . . . . Our Uniforms

14. . . . . . . . . . . Floral Patterns

36. . . . . . . . . . . Our Web Presence

18. . . . . . . . . . . Photo Treatments

About BlĂźm We pride ourselves in providing our customers with tasty teas and beautiful flowers. Take a stroll through our gardens and pick out your own tea leaves or take a quick stop into our shop to grab some happiness to go. The original shop is proudly located in Willow Grove, Pennsylvania. As we gain recognition we continue to expand to other states to bring the joy of tea and flowers to all kinds of individuals.

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Logo Variations As the face of our brand, our logo needs to remain consistent. We want loyal and new customers to recognize our symbol no matter where they are. There are six versions of our logo to choose from.

Full Color

GARDEN &

TEAHOUSE

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Gray Scale

Black & White

Light Olive

GARDEN &

TEAHOUSE

TEA HOUSE

Deep Blush

Pale Blush

Dark Olive

GARDEN &

TEA HOUSE

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Supporting Elements Logo Flowers The Violet and Daisy flower graphic that is included in the logo can be used sparingly as an extra graphic element. It can be found prominently on staff member business cards. Other possible uses are stickers, coasters, or embellishments on web applications.

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Logo Flowers

Flower Segments

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Logo Color Pairings Color Options When determining between a solid color background and a photographic background, this guide should be followed. The only logo that is adaptable is the just black and white logo. This ensures that it remains consistent. The gray scale logo will always have a white fill. The single color logos can be on a solid color background or a photographic background so long as they remain within the brandâ&#x20AC;&#x2122;s colors.

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Color Photo Overlays Below is the White Logo on Deep Blush, Pale Blush, and Light Olive photo overlay colors.

GARDEN &

TEA HOUSE

Color Photo Overlays Below is the Black Logo on Deep Blush, Pale Blush, and Light Olive photo overlay colors. Also featured is the Pale Blush Logo on Deep Blush

GARDEN &

TEA HOUSE

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Full Color Logo Below is the Full Color Logo on Pale Blush, Light Olive, Deep Blush and Dark Olive.

GARDEN &

TEAHOUSE

Gray Scale Logo Below is the Gray Scale Logo on Deep Blush, Dark Olive, Pale Blush, and Light Olive.

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GARDEN &

TEAHOUSE

Black & White Logo Below is the Black and White Logo on Pale Blush, Light Olive, Deep Blush and Dark Olive.

GARDEN &

TEA HOUSE

White Logo Below is the White Logo on Deep Blush, Dark Olive, Pale Blush and Light Olive.

GARDEN &

TEA HOUSE

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Typefaces Our fonts unify the look of our brand and help people identify it. We have three specific fonts that pull everything together. Type should be aligned left at all times with the exception of our envelope. Type may only be placed on top of photos when they are mostly white. All other type needs to be placed to the right or left of the photo.

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Logo Fonts Eloquent JF Small Caps Pro - Regular

GARDEN &

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

TEAHOUSE

1234567890 Mission Gothic - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Coordinating Fonts Recommended for Titles

Recommended for Subheads

Bodoni 72 Smallcaps - Book

Bodoni 72 Oldstyle - Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Recommended for Body Copy

Mission Gothic - Light

Mission Gothic- Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

234567890

1234567890

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Brand Colors We want our brand to be recognized as a light and elegant floral garden and teahouse. Our color palette is to remain the same throughout everything we do from choosing store decor to designing deliverables. Our colors are Dark Olive, Light Olive, Deep Blush, and Pale Blush. Graphics may be any of these colors to create a fluid yet still recognizable brand.

2 x 2 inch logo

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100%

85%

65%

45%

25%

Dark Olive

Light Olive

Deep Blush

Pale Blush

CMYK: 49, 29, 71, 6

CMYK: 29, 12, 50,0

CMYK: 0, 42, 43,0

CMYK: 0, 19, 19, 0

RGB: 136, 150, 100

RGB: 189, 198, 149

RGB: 252, 166, 136

RGB: 255, 213, 193

HEX: #889564

HEX: #BAC592

HEX: #FCA688

HEX: #v

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Floral Patterns Our three patterns can be used on a variety of deliverables. That being said however, they should be used sparingly. We want our brand to look clean, open and inviting; the use of too many patterns can create an overwhelming or cluttered atmosphere. The mixed floral pattern is to be used for the back of letterhead and flaps of envelopes. The Daisy and Violet pattern should be used more sparingly than the other two due to the fact it can be overwhelming.

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Mixed Floral Pattern Full Color

Pale Blush on White

White on Dark Olive

Black on Light Olive

Black on Pale Blush

White on Deep Blush

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Violet Pattern

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Full Color

Black on Light Olive

Pale Blush on White

Black on Pale Blush

White on Dark Olive

White on Deep Blush

Daisy and Violet Pattern Full Color

Pale Blush on White

White on Dark Olive

Black on Light Olive

Black on Pale Blush

White on Deep Blush

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Photo Treatment We have a variety of photos that can be used to add art to the store or be used on packaging. If the photography isnâ&#x20AC;&#x2122;t exactly in our color scheme, we ask that a branding color is overlaid on top to have it blend with our brand identity. When using color overlays, they should be set at 85% opacity to allow just enough of the image to show through but not so much that our colors are affected. Our most popular overlay combinations are seen to the right.

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Deep Blush

Dark Olive

Pale Blush

Light Olive

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Stationery Set

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Measurements 3.25 inches between edge of paper and logo

GARDEN &

TEAHOUSE

1pt line .5 inches from egde .25 inches from logo

2 x 2 inch logo Centered .25 inches from top

Text centered 11 pt. type

610.438.2586 | 100 Davisville Rd. Willow Grove PA 19090 | blum.com

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.5 inches from the edge of the paper

.25 inches from the top

16 pt. type 10 pt. type 11 pt. type 14.4 pt. Leading 4 pt. space after

.2 inches from the side

.75 inches from edge

1.5 x 1.5 inch logo

GARDEN &

TEAHOUSE

100 Davisville Rd. Willow Grove PA 19090

11 pt. type 14.4 pt. Leading

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Teahouse Items Our brand is everywhere. We want to ensure that consistency is taken seriously. The logo should be in full color when on white surfaces. When on colored surfaces, the logo may be a single color, or black and white. The brand colors can be used as pops of color on various items such as to-go cup lids or the fronts of plates. Featured are a few items that we use and sell to our happy customers in our teahouse.

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3 x 3 inch logo Centered

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5 x 5 inch logo

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Teahouse Place Setting

1 x 1 inch logo Centered

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Our Branding

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Our Uniforms Our uniforms are to remain simple. This prevents us from drawing the attention of the customer away from the real stars of the showâ&#x20AC;&#x201D;the tea and flowers! All workers are to wear dark jeans and either a white t-shirt or a shirt with one of our brand patterns on it. The logo should not be on the shirt as it is on the apron all workers are required to wear. Long sleeve shirts are permitted to be worn as well if the individual so chooses so long as it is white.

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Our Web Presence Our web presence is vital to growth. With it customers can see new products we offer, any deals we might have and get a feel for our brand identity without ever stepping foot in our shop. They can order merchandise online or browse through and order preâ&#x20AC;&#x201C;made tea combinations offered either year round or seasonally.

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GARDEN &

TEA HOUSE

100 DAVISVILLE RD. WILLOW GROVE PA 19090

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