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03 BURT’S BEES VISUAL STANDARDS GUIDE


03 BURT’S BEES VISUAL STANDARDS GUIDE


“WHAT GOES AROUND COMES AROUND. KEEP YOUR CIRCLE POSITIVE. SPEAK GOOD WORDS. THINK GOOD THOUGHTS. DO GOOD DEEDS.”

—Anonymous


CONTENTS

DISTINCTION OUR NEW MARK

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MARK PROPORTION

12

CLEAR SPACE

14

MARK VARIATION

16

COLOR VARIATIONS

18

SIZING STANDARDS

20

INCORRECT USAGE

22

COMPLETION TYPOGRAPHY

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COLOR

25

STATIONERY

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NEW VISION

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DISTINCTION OUR NEW MARK Hexagons are naturally occurring shapes which are also the shape of honey comb. It is often considered a symbol of harmony, union and balance. Our keyword is, community, which is a huge part of our new brand. The new logo stands for community by bringing multiple individuals together to create a whole. The angles of the letters also incorporate the hexagon. The letter B is also designed to denote the stacking of a beehive. Together all of these elements help to create harmony between the letters, logotype and the company’s new aesthetic. The color of the hexagon comes from the color of fresh honey, and the color of the letter represents nature. This combination stands for the relationship between bees and flowers, which is one of the most famous, and ecologically important, mutual symbiotic relationships on earth.

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BURT’S BEES | VISUAL STANDARDS GUIDE

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MARK PROPORTION Logotype has been redesigned to fit the logo shape. The letter B is also designed to denote the stacking of a beehive. Together, all of these elements help to create harmony between the letters, logotype and the company’s new aesthetic.

REFERENCE TYPEFACE

60°

60°

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60°

60°


BURT’S BEES | VISUAL STANDARDS GUIDE

60°

60°

60°

60°

60°

60°

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CLEAR SPACE 1 Proportions are based on “X”, which is the height of “B”. Logotype and logo mark can be used horizontally.

X

X

X

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BURT’S BEES | VISUAL STANDARDS GUIDE

CLEAR SPACE 2 Proportions are based on “X”, which is the height of “B”. Logotype and logo mark can be used vertically.

2X

X

X

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MARK VARIATIONS The mark can be used in five ways. These variations are word mark only, symbol only, horizontal lock up and vertical lock up. It gives flexibility to use the logo in various ways.

VERSION 1: Word Mark

VERSION 2: Symbol Mark

VERSION 3: Horizontal Lock Up 1

VERSION 4: Horizontal Lock Up 2

VERSION 4: Vertical Lock Up

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BURT’S BEES | VISUAL STANDARDS GUIDE

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COLOR VARIATIONS The logo has to work on both black and white surfaces to be successful. Also, the logo can be used in a setting where color is not available.

10%

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20%

30%

50%


BURT’S BEES | VISUAL STANDARDS GUIDE

60%

70%

80%

100%

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SIZING STANDARDS

SYMBOL

USE A Above 1.50"

USE B Above 1.50" Below 1"

USE C Above 1" Below 0.75"

USE D Above 0.75" Below 0.50

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LOGOTYPE

VERTICAL LOCK UP


BURT’S BEES | VISUAL STANDARDS GUIDE

HORIZONTAL LOCK UP 1

HORIZONTAL LOCK UP 2

LOGO USAGE The minimum size for the logo is 0.50 inches. We do not recommend using symbols or logotypes smaller than the provided sizes.

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INCORRECT USAGE To ensure immediate recognition, the mark should always be displayed in its originally designed form. All of these restrictions need to be followed in order to maintain a cohesive visual system. It is extremely important to avoid using the logo improperly, which could damage the brand.

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BURT’S BEES | VISUAL STANDARDS GUIDE

1. DO NOT USE DROP SHADOWS

2. DO NOT ALTER

3. DO NOT USE GRADIENTS

4. DO NOT SKEW

5. DO NOT MISPLACE

6. DO NOT OVERLAP 23


COMPLETION TYPOGRAPHY Calluna Sans and Calluna were created by Dutch designer, Jos Buivenga, and released in 2009 through the exljbris font foundry. Calluna Sans is a humanist sans-serif, and has neutral yet friendly appearance.

CALLUNA SANS

CALLUNA

REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

SEMIBOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

SEMIBOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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BURT’S BEES | VISUAL STANDARDS GUIDE

COLOR The color of the hexagon comes from the color of fresh honey, and the color of the letter represents nature. This combination stands for the relationship between bees and flowers, which is one of the most famous, and ecologically important, mutual symbiotic relationships on earth.

CMYK, 0, 35, 100, 0

RGB, 244, 161, 17

HEX, #FBAF15

PMS, 8C

CMYK, 70, 15, 85, 0

RGB, 75, 149, 80

HEX, #4B9550

PMS, 124C

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STATIONERY Here, we are showcasing Burt’s Bees future brand identity in a visual language.

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“WITHOUT COMMUNITY SERVICE, WE WOULD NOT HAVE A STRONG QUALITY OF LIFE, IT'S IMPORTANT TO THE PERSON WHO SERVES AS WELL AS THE RECIPIENT. IT'S THE WAY IN WHICH WE OURSELVES GROW AND DEVELOP.”

—Dorothy Height She was an American administrator and educator who worked as a civil rights and women's rights activist.


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BURT’S BEES | VISUAL STANDARDS GUIDE

NEW VISION Even though Burt’s Bees is already a celebrated brand, they lost a big part of their market due to a corporate buy out by a company that not align with their core values, which led to a decrease in customer loyalty. Fortunately, Burt’s Bees still has a huge opportunity for growth in this market by staying true to the company’s soul and core values. The final step is to create a brand recognized by it,s positive impact on people and the environment. Our new vision is to focus less on products and more on creating a sense of community and symbiotic relationships. Staying true to Burt,s Bees original soul and core values, which includes their commitment to the planet, we plan to inspire their existing and potential customers to join them in becoming environmental stewards.

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OUR NEW PATH A website, peopleandourplanet.one, created to highlight the brand new path below which will bring our new vision to life. EDUCATION

ED–1 ED–2

Succulent Planting Workshop Storytelling In Nature

PRODUCTS

PR–3 PR–4 PR–5 PR–6

Honey Kissed Juices Honey Flavored Recipes Be A Game Changer Mindful Living Magazine

SERVICES

SE–7 SE–8 SE–9 SE–10 SE–11 SE–12 SE–13 SE–14 SE–15

Worker Bee Business Consulting Community Health Clinic Art Supply With Community Center Follow The Queen Bee Friendly Pesticide Service Community Fitness Center Waggle Dance Club The Life Balance Institute Rock Climbing

EVENTS

EV–16 EV–17 EV–18 EV–19

Bee Box Building Workshop Bee Yoga Event Honey Harvesting Lavenbee Festival

ENVIRONMENT

EN–20

Herb Garden for Holistic Health

CO–BRANDING

CO–21

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Urban Rooftop Honey Farms


BURT’S BEES | VISUAL STANDARDS GUIDE

HOLISTIC SOLUTIONS Staying true to Burt’s Bees original soul and core values, which includes their commitment to the world, we are focusing on holistic solutions that will benefit people and our planet. HOLISM

EV–19

SE–10

ED–2 SE–11

SE–9

PR–5 PR–3 SE–12 PEOPLE

SE–13

SE–15

EV–16

PR–4

PLANET

EV–17

PR–6

EN–20

SE–8 ED–1

SE–7 EV–18

CO–21 SE–14

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EDUCATION

ED–1 SUCCULENT PLANTING WORKSHOP The succulent workshop is about creating a sense of community and ecological awareness about symbiosis. Flowering succulents are great drought resistant plants. They are able to store water in their fleshy leaves and stems. Their compact heads ooze nectar during the late summer, and are loved by bees. Some sedums can provide useful early autumn food for bees when other flowers are fading.

• This workshop is similar to any other succulent planting workshop. • It is different, because our goal is to teach our community succulents positive impact on our planet. • This speaks to our mission because we are creating a sense of community by raising awareness for bees and water scarcity while benefiting our environment.

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BURT’S BEES | VISUAL STANDARDS GUIDE

ED–2 STORYTELLING IN NATURE We plan on creating an outdoor storytelling event that not only engages listeners, but actively educates and allows for participation. We plan to bring in a bee expert to teach children about a bee's relationship with flowers. After which, the children will draw and create their own story which will be read in a community storytelling event. This will focus on creating active involvement and ecological awareness of children at an early age. • This is similar to other outdoor storytelling events like teaching children to play gathering games, develop friendships with animals. • It is different, because we plan to educate children using symbiotic relationships between drawing and letting them tell their story. • This speaks to our mission because it teaches children about the importance of community and ecological awareness at an early age.

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PRODUCTS

PR–3 HONEY KISSED JUICES We utilize our core values to develop new product lines that more closely align with our founding environmental and social ambitions. The business model is based on mutual benefit. We encourage our employees to be their best and support them in every way by praising strong efforts and tenacity. A percentage of the profits are returned to the local community to help create and maintain urban gardens and apiaries. • This product is similar to Jamba Juice. • It is different, because each drink is made with honey and most importantly our business model based on mutual symbiosis. • This product closely aligns with our mission because it creates a sense of community and trust based, mutually satisfying long-term relationships with people.

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BURT’S BEES | VISUAL STANDARDS GUIDE

PR–4

PR–5

HONEY FLAVORED RECIPES At Burt’s Bees community is important to us. We have created a different kind of cookbook with this in mind, specifically focusing on creating recipes containing honey, which are meant for community events. 25% of all proceeds will be donated to community gardens and non-profit organizations. The book also comes with a complimentary jar of honey.

BEE A GAME CHANGER Today’s children need positive solutions and realistic tools to address the environmental challenges that they will grow up with. This game will help to inspire and motivate them to make a positive difference in our world. It teaches children about the vital role of bees and their essential role in the health of our planet and creates a sense of community.

• This cook book is similar to any other cook books. • It is different, because we are focusing on honey flavored recipes and promoting honey sales. • This speaks to our mission because it encourages social gatherings.

• This game is similar to Honey Bee Tree, which teaches children about working together, taking turns, and sharing as well as dexterity. • This is different, because it also teaches them about the vital role of bees and their essential role in the health of our planet. • This product aligns with our mission statement because it teaches children to make a positive different in our world at an early age.

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PR–6 MINDFUL LIVING MAGAZINE We will lead people to achieve a richer sense of welleing with mindful living, integrating mind, body, and spirit. We are physically connected in a symbiotic relationship with plant life around us. Plants breathe what we exhale, and we breathe what plant exhale. We will focus on this symbiotic relationship and how we can impact our environment for positive change.

• This magazine is similar to Nature Magazine, which explains how nature changes our understanding of the world around us • This is different, because we are primarily focusing on our symbiotic relationship with plant life around us. • This speaks to our mission statement because it expands people’s ecological awareness and focuses on improving their impact on the environment.

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BURT’S BEES | VISUAL STANDARDS GUIDE

SERVICES

SE–7 WORKER BEE BUSINESS CONSULTING Relationships between employers and employees are complicated in our modern, complex societies. A lot goes into making a work environment that is fulfilling for all. We are helping small businesses create business strategies that are beneficial for employers and employees. We educate and help them to discover how they can work smarter, together.

• This service is similar to Zest Business Consulting. They help small businesses, as well. They focus on creating a balance on small business owner's personal and professional life. • This is different, because we are focusing on the mutual relationship between employer and employees to benefit the whole business. • This service aligns with our mission statement because it is promoting our greater good philosophy.

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SE–8

SE–9

COMMUNITY HEALTH CLINIC We will create a holistic health clinic focusing on mental and physical health. We focus on creating a sense of community using the social structure of bees, where each specific role contributes to the whole. Each individual, employee or patient will have specific tasks that are vital to the well being of the entire community. This is also promoting communication and healthy, lasting relationships.

ART SUPPLY WITH COMMUNITY CENTER This is similar to other art suppliers, except this is an art supply center that also serves as a community center for parents and kids. This center allows kids to play with/create their own edible art supplies. This will foster creativity and promote development as well as educating parents about natural alternatives. In addition to selling these products, we also hold workshops where parents can learn to create art supplies at home without the use of harmful chemicals.

• This clinic is similar to any other holistic health clinic.

• This is similar to other art suppliers.

• It is different, because we are focusing on creating a social structure similar to that of a bee hive, and finding inspiration from bee communication skills.

• It is different, because it allows kids to play with/ create their own edible art supplies and foster creativity.

• This speaks to our mission statement because we are focusing on holistic solutions and community health.

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• This speaks to our mission because it allows parents and kids to play together while creating a sense of community.


BURT’S BEES | VISUAL STANDARDS GUIDE

SE–10 FOLLOW THE QUEEN This is a low cost hive relocation service where local beekeepers are hired instead of a high cost exterminators. The beekeepers find the queen bee to relocate, and the worker bees follow peacefully. They are then relocated to a local farm where they benefit the environment. Through this service, we are supporting local beekeeping, conserving bees and educating the public about ethical removal.

• This service is similar to Humble Bee Removal. • It is different, because we are not only removing but also relocating the hive. • This service aligns with our mission statement because we are supporting local beekeeping, conserving bees and educating the public about ethical removal.

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SE–11

SE–12

BEE FRIENDLY PESTICIDE SERVICE This is a eco-friendly service that provides pest control that is free from harmful chemicals in order to protect bees and their food sources. Our service is focusing on holistic alternatives which will benefit humans and bees alike.

COMMUNITY FITNESS CENTER This fitness center is like other fitness centers, except we use the social structure of a hive as well as the hexagon theme for design purposes. The idea is that each part of the body needs attention so that the entire body works cohesively together, focusing on the mind as well as the body. This will not only promote physical health but holistic health as well.

• This service is similar to Orkin.

• This Fitness center is similar to other fitness centers.

• It is different, because we are focusing on natural alternatives for pest control that is bee friendly.

• It is different, because we are focusing on creating a hive structure for your body and mind.

• This service aligns with our mission because we are focusing on holistic alternatives which will benefit humans and bees alike.

• This service aligns with our mission statement because, like a social structure, if one part is missing or weak the whole structure falls apart.

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BURT’S BEES | VISUAL STANDARDS GUIDE

SE–13 WAGGLE DANCE CLUB Waggle dance club is inspired by the symbiotic relationship of dance and music, focusing on how music effects dance and how dance effects music. Our program offers dance classes and workshops for adults and teens in a variety of dance styles. We focus on discovering how you can dance smarter and together.

• This classes are similar to other dance classes such as modern dance, ballet etc. • It is different, because we are focusing on symbiosis between people, dance and music. • This speaks to our mission statement because we are educating the public and raising awareness about symbiosis, promoting wellness and creating a sense of community.

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SE–14 THE LIFE BALANCE INSTITUTE We are promoting creative ways of thinking about ourselves and our relationship with nature using imaginative approaches to sustainability, healthy living, personal growth, and the greater good. The Life Balance Institute is similar to RIHN. RIHN focuses on global environmental problems, while we primarily focus on educating adults and children about our relationship with nature to expand their awareness and reduce their negative impact on the environment. • This is similar to Research Institute for Humanity and Nature (RIHN). • This is different, because RIHN is focusing on global environmental problems. We focuses on smaller issues that can be solved by individuals, and will have a positive impact on the global environment. • This speaks to our mission because it is educating people, raising awareness while providing holistic solutions to better the environment.

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BURT’S BEES | VISUAL STANDARDS GUIDE

SE–15

ROCK CLIMBING Rock climbing is an activity in which participants rely on each other for safety. It is a physically and mentally demanding sport, one that often tests a climber’s strength, endurance, agility and balance along with mental control. We focus on the mutual symbiotic relationship between climbers.

• This is similar to other rock climbing sports. • This is different, because it will focus on the symbiotic relationship between climbers. • This speaks to our mission because it is raising aware ness and educating people about the importance of mutual relationships in sports as well as communication.

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EVENTS

EV–16

EV–17

BEE BOX BUILDING WORKSHOP To promote urban beekeeping, we will provide workshops on learning how to build bee boxes. At the end of the workshops, we will provide services to assist in assembling the hives and when the time comes, harvesting the honey. This will be different from other workshops because we will be providing extended assistance through on-line services.

BEE YOGA EVENT Bee yoga will be a free community event set in a local public garden containing beehives, where people can focus on improving mental and physical health while peacefully co-existing with bees in their natural habitat. This will focus on promoting awareness and reducing the public’s fear of bees.

• This is similar to other bee box building workshops.

• This is similar to other outdoor yoga events.

• This is different, because it will focus on promoting • It is different, because at the end of the workshops awareness and reducing the public’s fear of bees. we will provide services to assist in assembling the hives and, when the time comes, harvesting the honey. • This speaks to our mission because through this event, we are creating a sense of community. • This speaks to our mission because we are encouraging and empowering the public to help pollinators and our planet for greater good.

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BURT’S BEES | VISUAL STANDARDS GUIDE

EV–18

EV–19

HONEY HARVESTING This is a community event where individuals can observe and/or participate in the harvesting of local honey. This event is different from other honey harvesting events, because people are encouraged to bring their own recycled jars, where they can collect honey if they participate in the harvesting. This will focus on promoting ecological awareness, recycling and supporting local farming.

LAVENBEE FESTIVAL Lavenbee is similar to other festivals, except we focus on the symbiotic relationship between lavender and bees by promoting local growers and producers who celebrate organic living. This festival is meant as an educational experience where consumers can sample without any purchasing pressure. If purchased, a portion of proceeds will be donated to non-profit organizations that specialize in saving bees. Together, we can make a difference through educating consumers about natural alternatives to create a healthy community.

• This is similar to other honey harvesting events.

• This is similar to other lavender festivals.

• This is different, because it promotes recycling and supports local farming.

• This is different, because it will focus on the symbiotic relationship between lavender and bees.

• This speaks to our mission by encouraging ecological awareness and creates a sense of community.

• This speaks to our mission because it is educating consumers about natural alternatives to create a healthy community.

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ENVIRONMENT

EN–20 HERB GARDEN FOR HOLISTIC HEALTH An event created to teach the community about planting herbs. What makes this event different is that we specifically focus on planting herbs that benefit the well being of bee and our planet. This will be an educational experience as well as a community event. It will focusing on mutual symbiosis and how it’s impact our environment.

• This is similar to other gardening events. • It is different, because we are focusing on planting herbs that benefit the well being of our planet. • This speaks to our mission because it focuses on symbiotic relationships and community.

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BURT’S BEES | VISUAL STANDARDS GUIDE

CO–BRANDING

CO–21 URBAN ROOFTOP HONEY FARMS At Burt’s Bees, we are increasingly aware of the decreasing number of bees and other pollinators. We would like to raise awareness about this issue and rebuild a nourishing habitat for them. We are different from other rooftop honey farms because we are collaborating with like-minded businesses to support rooftop hive sites, encouraging the public to help local businesses and our community.

• This is similar to other urban rooftop honey farms. • It is different, because we are collaborating with likeminded businesses to support rooftop hive sites. • This speaks to our mission statement because we are encouraging the public to help our community and create an ecological awareness.

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This project was completed as student work, and is no way affiliated with Burt’s Bees.


[GR604] Burt's Bees Visual Standards Guide  

Academy of Art University, Student Project

[GR604] Burt's Bees Visual Standards Guide  

Academy of Art University, Student Project

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