The Hayloft Boutique Identity Manual by Anna Oakes

THE H AY L O F T BOUTIQUE Identity Manual | September 2017

The Hayloft Boutique is a locally owned full service retail boutique located in the heart of historic downtown Muncie, Indiana. Find the latest Southern Bohemian fashion trends in both clothing and accessories for ladies and juniorâ&#x20AC;&#x2122;s at affordable prices. Experience top quality customer service given by the owner in this quaint unique boutique.

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TA B L E O F CO NTE NT S

Why Guidelines are Important Benefits of Guidelines

............................ 4

Color Palette Core Color Palette

. . . . . . . . . . . . . . . . . . . . . . . . . . 16

Secondary Color Palette Neutral Color Palette

Components of the Identity System Monogram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Monogram Clearspace

Signature

. . . . . . . . . . . . . . . . . . 16

. . . . . . . . . . . . . . . . . . . . . 16

Typography Signature

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Secondary Typeface

. . . . . . . . . . . . . . . . . . . . . . . . . 17

.......................................... 7

Signature Clearspace

Identity Elements Combinations The Preferred Lockup . . . . . . . . . . . . . . . . . . . . . . . . . . .

Identity Files Index

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Alternative Lockup #2 Clearspace

The Alternative Lockup #3 . . . . . . . . . . . . . . . . . . . . . .

Logo Misuses

Alternative Lockup #1 Clearspace

The Alternative Lockup #2 . . . . . . . . . . . . . . . . . . . . . .

Preferred Lockup Clearspace

The Alternative Lockup #1 . . . . . . . . . . . . . . . . . . . . . .

Alternative Lockup #3 Clearspace

. . . . . . . . . . . . . . . . . . . . . . 19

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BENEFITS OF GUIDELINES

va l u e

purpose

use

To understand the function and value of The Hayloft Boutique identity, it is important to recognize that every organization has a specific identity system—a system that is partly formed by the look of its printed materials, stationery, website, etc.

The purpose of this manual is to explain the components of The Hayloft Boutique’s visual identity system, to define its graphic design standards, and to illustrate how these standards are applied. These standards depend on relative size, proportion, and position of individual elements.

Guidelines establish a rulebook for a group of individuals that work on the company materials. The use of guidelines ensure how the visual identity should appear across all media. These guidelines help your company hold the value in its visual identity for many years through the proper use of its components.

Each component of communication contributes to the overall impression people have of the organization. When an organization’s identification program is a coordinated one, it projects a unified character, which works effectively to reinforce all of its activities. In many cases, it also helps the organization to be more cost-effective in its communication efforts by simplifying certain decision-making processes.

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They have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to these standards and guidelines will ensure continuity, a high standard of quality, and a clear, consistent identity for The Hayloft Boutique.

COMPONENTS OF THE IDENTITY SYSTEM The Hayloft Boutique visual identity system consists of: •Monogram •Signature and •Logotype The monogram and signature is available in a preferred version for most uses, and alternate versions, which Monogram

may be used in specific applications. See pages 6–7 for detailed information on using various versions of the monogram and signature. Each configuration that combines the monogram and signature in a defined relationship is referred to as a “Lockup.” See pages 8–15 for detailed information on using the lockups. Signature The logotype is a restrictive-use option and may be used in contexts with space constraints where the organization needs to be endorsed in a flexible manner. See pages 12–15 for detailed information on using various versions of the logotype.

Logotype

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Monogram The Hayloft Boutique monogram is intended for use on

Monogram

applications where the width of the monogram is more than or equal to 1/4 inch. The artwork of the monogram has been modified for reproduction at this small scale and can be used as small as 1/4 inch wide. The monogram may never be used at sizes smaller than 1/4 inch wide. The monogram may be used independent of the signature 0.25″ (Min. Width)

in appropriate contexts. See pages 8–15 for the available “lockups” which combine the monogram and the signature for appropriate use. The Hayloft Boutique monogram may be reproduced using the core color palette or in black & white. In contexts where the use of color is not an option, or when The Hayloft Boutiques’ core colors conflict with the application, the monogram may

Monogram Clearspace

be reproduced in black or white. See page 16 for the Pantone colors, CMYK, RGB, and HEX values

Monogram Clearspace To maintain the integrity of the monogram, a certain amount of space around the lockup must be kept clear of competing visual elements. The area around the lockup should always provide ample space so that the balance and wholeness of the lockup is not violated by the competing elements. The diagram on the left shows the correct amount of space that should surround the monogram.

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The Signature The Hayloft Boutique signature (set in typeface Nevis Bold) is

Preferred Signature

available in two versions: 1) The preferred signature is a two-line, centrally

aligned version that should be used with the centrally aligned monogram.

2) The alternate signature is a three-line, flush left version that should be used in the horizontal lockups with the monogram. See pages 8–15 for the available “lockups” which combine the monogram and the signature for appropriate use. The Hayloft Boutique signature may be reproduced using the core color palette or in white. See page 16 for the Pantone colors, CMYK, RGB, and HEX values.

Alternative Signature The Hayloft Boutique signature must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The

letterforms have been arranged to work at different scales, so it is crucial that independent versions of the signature are not

created from the typeface directly.

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IDENTITY ELEMENTS COMBINATIONS Preferred Lockup

Each configuration that combines the monogram and signature or logotype in a defined relationship is referred to as a “lockup.”

The Preferred Lockup The preferred lockup is the two-line centrally aligned signature (set in the typeface Nevis Bold) with the monogram placed above and should be used whenever possible in order to build equity around it. The preferred lockup is intended for use on application where the width of the preferred lockup is more than or equal to 3/4 inch. The artwork of the lockup has been modified for reproduction at this small scale, and should be used no smaller than 3/4 inch wide. The preferred lockup may be reproduced using the core color palette, in black, or in white. In contexts where the use of color is not an option, or when The Hayloft Boutiques’ core colors conflict with the application, the lockup may be reproduced in black or white. See page 16 for the Pantone, CMYK, RGB, and 0.75″ (Min. Width)

HEX values. The Hayloft Boutique lockups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lockup elements have been arranged to work at different scales, so it is crucial that independent versions of the lockup are not created.

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The Preferred Lockup Clearspace To maintain the integrity of the preferred lockup, a certain

Preferred Lockup Clearspace

amount of space around the lockup must be kept clear of competing visual elements. The area around the lockup should always provide ample space so that the balance and wholeness of the lockup is not violated by the competing elements. The diagram on the left shows the correct amount of space that should surround the preferred lockup.

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Alternative Lockup #1 Alternative Lockup #1

Alternative lockup #1 is the monogram placed to the left of the signature (set in typeface Nevis Bold) three-line flush left and should be used in places where the layout demands for a horizontal arrangement of elements.

The alternative lockup #1 is intended for use on application where the width of the alternative lockup #1 is more than or equal to 1 inch. The artwork of the lockup has been modified for reproduction at this small scale, and should be used no smaller than 1 inch wide.

The alternative lockup #1 may be reproduced using the core color palette, in black, or in white. In contexts where the use of color is not an option, or when The Hayloft Boutiquesâ&#x20AC;&#x2122; core colors conflict with the application, the lockup may be 1â&#x20AC;ł (Min. Width)

reproduced in black or white. See page 16 for the Pantone, CMYK, RGB, and HEX values.

The Hayloft Boutique lockups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lockup elements have been arranged to work at different scales, so it is crucial that independent versions of the lockup are not created.

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Alternative Lockup #1 Clearspace Alternative Lockup #1 Clearspace

To maintain the integrity of the alternative lockup #1, a certain amount of space around the lockup must be kept clear of competing visual elements. The area around the lockup should always provide ample space so that the balance and wholeness of the lockup is not violated by the competing elements. The diagram on the left shows the correct amount

of space that should surround the alternative lockup #1.

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Alternative Lockup #2 Alternative Lockup #2

Alternative lockup #2 is the logotype and should be used in places where the layout demands for a vertical arrangement of elements. This version may be used in contexts where space constraints prohibit the use of the preferred or alternate lockups and the organization needs to be endorsed in a flexible manner (e.g. signage)

The alternative lockup #2 is intended for use on application where the width of the alternative lockup #2 is more than or equal to 1 1/4 inch. The artwork of the lockup has been modified for reproduction at this small scale, and should be used no smaller than 1 1/4 inch wide.

The alternative lockup #2 may be reproduced using the core color palette, in black, or in white. In contexts where the use of color is not an option, or when The Hayloft Boutiquesâ&#x20AC;&#x2122; core colors conflict with the application, the lockup may be 1.25â&#x20AC;ł (Min. Width)

reproduced in black or white. See page 16 for the Pantone, CMYK, RGB, and HEX values.

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Alternative Lockup #2 Clearspace To maintain the integrity of the alternative lockup #2, a

Alternative Lockup #2 Clearspace

certain amount of space around the lockup must be kept clear of competing visual elements. The area around the lockup should always provide ample space so that the balance and wholeness of the lockup is not violated by the competing 2x

elements. The diagram on the left shows the correct amount of space that should surround the alternative lockup #2.

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Alternative Lockup #3 Alternative Lockup #3

Alternative lockup #3 is the logotype and should be used in places where the layout demands for a horizontal arrangement of elements. This version may be used in contexts where space constraints prohibit the use of the preferred or alternate lockups and the organization needs to be endorsed in a flexible manner (e.g. embroidery, signage)

The alternative lockup #3 is intended for use on application where the width of the alternative lockup #3 is more than or equal to 1 1/4 inch. The artwork of the lockup has been modified for reproduction at this small scale, and should be used no smaller than 1 1/4 inch wide. 1.25â&#x20AC;ł (Min. Width)

The alternative lockup #3 may be reproduced using the core color palette, in black, or in white. In contexts where the use of color is not an option, or when The Hayloft Boutiquesâ&#x20AC;&#x2122; core colors conflict with the application, the lockup may be reproduced in black or white. See page 16 for the Pantone, CMYK, RGB, and HEX values.

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Alternative Lockup #3 Clearspace To maintain the integrity of the alternative lockup #3, a

Alternative Lockup #3 Clearspace

elements. The diagram on the left shows the correct amount of space that should surround the alternative lockup #3.

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COLOR PALETTE Core Color Palette

Core Color Palette

The Hayloft Boutique identity system should be reproduced using the core color palette. In contexts where the use of core colors is not an option, or when core colors conflict with the application, the identity system may be reproduced in the neutral color palette. Pantone 188 C

Pantone Neutral Black C

Pantone 7509 C

CMYK: 33 93 74 39

CMYK: 63 59 60 41

CMYK: 15 37 71 0

RGB: 122 35 46

RGB: 77 72 69

RGB: 217 164 96

HEX: #7A232E

HEX: #4D4845

HEX: #D9A460

Secondary Color Palette When finding an appropriate secondary color, first refer to the chosen secondary colors that are complementary to the core colors. The secondary color palette anticipates the need for a fuller range of colors that works in conjunction with the core colors of the Hayloft Boutique identity system. The secondary

Secondary Color Palette

color palette may also be used for contexts where there is demand for a coordinated spectrum of related colors (e.g. website, print collaterals). Not all color combinations will work together, so this palette should be considered as an indication of the palette, but not an endorsement of all potential combinations possible within it. Please use this sampled color

Pantone 129–4 C

Pantone 162–12 C

Pantone 38–8 C

CMYK: 51 0 27 24

CMYK: 20 0 57 34

CMYK: 0 79 94 24

RGB: 95 164 159

RGB: 148 162 103

RGB: 191 73 31

Neutral Color Palette

HEX: #5FA49F

HEX: #94A267

HEX: #BF491F

The neutral palette acts as a foundation that works with both

at your discretion.

core and secondary color palettes. Ample use of white as a canvas with monochromatic blacks and grays for elements such as type and paragraph rules will give the primary and

Neutral Color Palette

secondary palette vibrancy and prominence. *NOTE: Pantone (PMS), CMYK, RGB and Hex values are provided and should be used in the appropriate context. Pantone and CMYK should be used for print collaterals; RGB and Hex values should be used online. Pantone colors are typically used for onecolor print jobs, however the CMYK color values will be used for the majority of your print collaterals.

Pantone 179–4 C

Pantone 179–7 C

Pantone Neutral Black C

CMYK: 0 0 0 27

CMYK: 0 0 0 47

CMYK: 63 59 60 41

RGB: 194 196 198

RGB: 153 155 158

RGB: 77 72 69

HEX: #C2C4C6

HEX: #999B9E

HEX: #4D4845

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TYPOGRAPHY Signature The Hayloft Boutique visual identity design signature uses the typeface Nevis Bold. This typeface should not be considered an everyday typeface for The Hayloft Boutique signature. In the signature Nevis Bold should only be used in uppercase letters

Nevis Bold

ABCDEFGHIJKLMN OPQRSTUVWXYZ

and never be set as body copy. Nevis Bold is designed by Ed Merritt and is free for commercial use. It can be downloaded from:

http://tenbytwenty.com/?xxxx_posts=nevis For more information on the rights and licenses, please visit:

http://tenbytwenty.com/?xxxx_posts=nevis

Minion Pro Regular

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijk lmn opqrstuvwxyz

*Note: The Hayloft Boutique signature may never be manipulated or created directly from the typeface. The elements in the signature have been arranged to work at different scales. To ensure that the correct scale relationships and spacing are maintained, these elements must always be used as a provided file.

Secondary Typeface The Hayloft Boutique secondary typeface is Minion Pro Regular. This should be used for materials that consist of body text. The typeface may be used as an everyday typeface only for secondary information.

0123 4 5 6789

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LOGO MISUSES The Hayloft Boutique identity is the official mark of the organization and should be rendered with the utmost consistency and dignity. It should never be tweaked, stretched,

BOUTIQUE

or otherwise manipulated. This page shows typical mistakes to

do not change the typeface of any

do not adjust the placement,

element of the identity design

spacing , and/or scale of any element of the identity design

be avoided. • Do not change the typeface • Do not adjust the placement, spacing, and/or scale of any element of the identity design • Do not apply any filters such as drop shadows or emboss • Do not outline any part of the identity design • Do not create alternate lockups other than the ones provided • Do not stretch the identity design in any direction other than in proportion • Do not apply stroke to the identity design

do not apply any filters such as

do not outline any part of the

drop shadows or emboss

identity design

do not create alternate lockups

do not stretch the identity

other than the ones provided

design in any direction other than in proportion

do not apply stroke to the

do not change the lockup combos ,

identity design

other than the ones suggested

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• Do not change the lockup combos

IDENTITY FILES INDEX Included on pages 19-21 are the following versions of The Hayloft Boutique identity files: • The Hayloft Boutique Preferred Lockup • The Hayloft Boutique Alternative Lockup #1 • The Hayloft Boutique Alternative Lockup #2 • The Hayloft Boutique Alternative Lockup #3 • The Hayloft Boutique Monogram • The Hayloft Boutique Preferred Signature • The Hayloft Boutique Preferred Alternative Signature HB_preferred_lockup_color.jpeg HB_preferred_lockup_color.png HB_preferred_lockup_color.eps HB_preferred_lockup_color.pdf

Each of these versions is provided in color, black, and white options. All the files are provided in the following formats: JPEG, PNG, EPS, and PDF. Notes for the file format usage: • JPEG files are intended mostly for online use, but they have been saved at a high quality, providing you flexibility in its use. JPEG is a flattened graphic and contains a white background. • PNG files are intended for your website. It is a transparent graphic, which means that it is not attached to any background color or flattened. • PDF and EPS files are intended for use with print. They are a scalable vector format, which does not lose quality when printed in large or small sizes. Depending on your use, you may need to scale the JPEG or PNG formats down to the size you need and optimize them for your specific use.

HB_preferred_lockup_bw.jpeg HB_preferred_lockup_bw.png HB_preferred_lockup_bw.eps HB_preferred_lockup_bw.pdf

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HB_alternative_lockup1_color.jpeg

HB_alternative_lockup2_color.jpeg

HB_alternative_lockup3_color.jpeg

HB_alternative_lockup1_color.png

HB_alternative_lockup2_color.png

HB_alternative_lockup3_color.png

HB_alternative_lockup1_color.eps

HB_alternative_lockup2_color.eps

HB_alternative_lockup3_color.eps

HB_alternative_lockup1_color.pdf

HB_alternative_lockup2_color.pdf

HB_alternative_lockup3_color.pdf

HB_alternative_lockup1_bw.jpeg

HB_alternative_lockup2_bw.jpeg

HB_alternative_lockup3_bw.jpeg

HB_alternative_lockup1_bw.png

HB_alternative_lockup2_bw.png

HB_alternative_lockup3_bw.png

HB_alternative_lockup1_bw.eps

HB_alternative_lockup2_bw.eps

HB_alternative_lockup3_bw.eps

HB_alternative_lockup1_bw.pdf

HB_alternative_lockup2_bw.pdf

HB_alternative_lockup3_bw.pdf

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HB_monogram_color.jpeg

HB_preferred_signature.jpeg

HB_alternative_signature.jpeg

HB_monogram_color.png

HB_preferred_signature.png

HB_alternative_signature.png

HB_monogram_color.eps

HB_preferred_signature.eps

HB_alternative_signature.eps

HB_monogram_color.pdf

HB_preferred_signature.pdf

HB_alternative_signature.pdf

HB_monogram_bw.jpeg HB_monogram_bw.png HB_monogram_bw.eps HB_monogram_bw.pdf

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