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Steel Knot WEDDINGS


BRAND GUIDE

Steel Knot WEDDINGS

Copyright Š 2019 by Bianca Socci. All Rights Reserved. No part of this book may be reproduced in any form by electronic or mechanical means, including information storage and retrieval systems, without permission in writing from the creator.


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CONTENTS Our Company . . . . . . . . . . . . . . . . . . . . . . . . 4 Our Clients . . . . . . . . . . . . . . . . . . . . . . . . . . .7 Our Industry . . . . . . . . . . . . . . . . . . . . . . . . . 8 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . 9 Our Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Clear Space . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Logo Dont’s . . . . . . . . . . . . . . . . . . . . . . . . . 13 Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Typography . . . . . . . . . . . . . . . . . . . . . . . . . 17 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

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OUR COMPANY We’re Sophie Cassat and Sydney Carson, best friends since we were six years old. Our passion for weddings was born early when we were running around in costume wedding dresses and tuxedos. Through the years, we grew together and became young women who are passionate about creating memorable experiences for others. When we were 16, we planned our high school prom that took place on Pittsburgh’s own Gateway Clipper. After realizing how much we loved that experience, we decided that we would open our own wedding planning company someday. Ten years later, at 26 years old, we began Steel Knot Weddings, whose name was of course inspired by our love for our hometown, Pittsburgh, Pennsylvania. The Pittsburgh wedding industry is unique and booming, and our business has adapted to plan for all weddings that are thrown our way. Over the past 10 years, our business has grown from being composed of the two of us in a tiny apartment, to us running a team of people that make up one of the premier wedding planning companies in the Pittsburgh area. We recently launched our new app that allows us to work in real time with our brides and grooms to design their ideal wedding. Clients can log in to their account and save their ideas and information for us to use and collaborate with them. The app organizes everything so that couples are able to see their plans in one place, which alleviates some of the pressures of planning a wedding. The mission of Steel Knot Weddings is to provide couples with the support they need to plan the wedding of their dreams, without the stress that often accompanies that dream. We believe that weddings should be a reflection of the couple, their story, and their future together. To accomplish this, we provide couples with access to all the information necessary to select the best wedding vendors to hire within their budget. We build relationships with our clients and use our app to communicate between meetings, this way our brides and grooms have constant access to professional assistance when needed. At Steel Knot Weddings, we believe that all love should be celebrated; we are more than happy to accommodate any engaged couples in Pittsburgh and all surrounding areas.

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OUR CLIENTS The majority of Steel Knot Weddings’ clients are engaged couples in the 21-38 year old demographic. Our higher price points tend to push away the low-income demographic. Our average couple has a stable income. Typically, both partners are college educated, employed, and do not have children. Steel Knot Weddings’ average clients are willing to spend the extra money to ensure they can have the elegant wedding of their dreams. They read blogs about beauty, clothing, interior decorating, home improvement, do-ityourself crafts, and, of course, weddings. The social media networks they use most are Pinterest, Facebook, and Instagram. Because our clients are usually millennials, they want to stay connected. Our couples are looking for hands-on wedding planning assistance; they want to be able to access their plans (and planner) anytime, anywhere. Not only do they want a taskmaster and a planner, they also want someone who they can connect withboth literally and emotionally. In addition, these couples hire planners who have strong relationships with vendors and quality experience planning in the past.

AGE RANGE 18-25 22% 26-30 51% 31-35 21% Over 35

6%

LENGTH OF ENGAGMENT Less than 12 months (23%)

12-18 months (53%)

18-24 months (9%)

Over 24 months (15%)

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OUR INDUSTRY

The global wedding industry is worth more than $300 billion, with more than $55 billion of that in the United States wedding market. To stay relevant in such a massive industry, Steel Knot Weddings believes that it is vital to stay educated on the major trends in weddings. In the past few years, technology has become a major part of the wedding industry. Couples are using apps to find inspiration for and plan their weddings. They’re creating wedding websites and using apps to register for gifts. Even the gifts that couples are registering for have shifted from traditional gifts such as sets of expensive china to more technologically savvy gifts like smart thermostats, wireless speakers, and other smart home gadgets. Millennial couples look to build relationships with their wedding planners to ensure their wedding will have distinctive touches that will make it feel truly their own. Looking into the future, Generation Z seems to be similar to millennials. They expect efficiency, transparency, and personalization with any transaction. Based on these trends, the future of the wedding industry will be an elevated experience, with less formalized wedding venues and more unique locations like industrial spaces and picturesque landscapes.

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Average number of wedding guests

65%

of weddings occur between June and September

85%

of couples lived together before the wedding

$26,984

Average Wedding Cost

91%

68% of brides throw the bridal bouquet

of couples cut the cake together Based on statistics from a study done in 2017 by Statista.


STRENGTHS

WEAKNESSES

S

W

• In-house, custom creative services Unique app includes: • Budget Tool breaks down the cost of the wedding neatly • Guest Tool allows clients to break their guest list into parties and create seating charts easily

• Small company, limited capability for number of clients • More people opt to plan their weddings on their own • Competitive prices • App could be overwhelming for clients who struggle with technology

OPPORTUNITIES

0

• Add an option for wedding websites that clients can personalize and manage themselves • Expand beyond the Pittsburgh area • Expand beyond the wedding industry, plan other events as well as weddings

THREATS

T

• Competition from companies such as The Knot, Zola, and Wedding Wire • Traditional wedding planning companies could be more personalized • The number of weddings per year in the USA has been slowly declining

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OUR LOGO

Steel Knot WEDDINGS

Steel Knot WEDDINGS

Steel Knot WEDDINGS

PRIMARY LOGO The Steel Knot Weddings’ primary logo is a wordmark paired with a knot symbol. While the knot symbol can be used on its own, the wordmark should never appear without the symbol. When used on a dark color or dark image, the logo should be reversed out to white. This logo will be used across all brand applications. The logo helps audiences easily identify Steel Knot Weddings’ mobile app, web presence, ads, and other materials. It is imperative to the success of the brand that the logo is always applied to all materials carefully according to these guidelines.

Steel Knot WEDDINGS

SECONDARY LOGO The knot symbol should only appear on its own when the space in which it is used cannot accomodate the text as well. The primary use for the knot symbol is the app icon.

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CLEAR SPACE W

W

Steel Knot W WEDDINGS W

PRIMARY LOGO

SECONDARY LOGO

To stage the logo properly and maintain legibility, keep a minimum clear space equal to the vertical height of “W� in Weddings, regardless of the size at which the logo is produced. This space isolates the logo from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and / or lessen the impact of the mark.

For the secondary logo, the clear space that should always be kept is approximitly 20% of the size of the logo, regardless of the size at which the logo appears.

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LOGO DONT’S When using the logo, do not... 1. Change the color of the logo to something other than black or white. 2. Skew the logo out of proportion.

Steel K

WED

3. Use the wordmark without the symbol.

not

DING

5. Rearrange the logo lockup.

6. Add drop shadows or other text styles. 7. Rotate the logo or parts of the logo. 8. Use different fonts in the wordmark. 9. Place the photo over a busy image. 10. Apply a gradient to the logo. 11. Reduce the opacity of the primary logo to less than 100% opacity, or the

secondary logo to less than 10% opacity.

WEDDINGS

Steel Knot

4. Place any elements in the clear space as indicated on page 12.

S

Steel Knot

WEDDINGS

Steel Knot WEDDINGS

Steel Knot

Steel Knot

Steel Knot

WEDDINGS

12. Use the white logo against light colors.

Steel Knot WEDDINGS

WEDDINGS

WEDDINGS

Steel Knot

WEDDINGS

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COLORS ROSEWOOD

CHAMPAGNE

HUNTER

MALACHITE

STONE

PANTONE 3523 C

PANTONE 3544 C

PANTONE 2465 U

PANTONE 2466 CP

PANTONE 2462 U

CMYK: 36, 86, 69, 39

CMYK: 1, 25, 31, 1

CMYK: 71, 34, 75, 81

CMYK: 81, 35, 51, 59

CMYK: 65, 36, 48, 8

RGB: 116, 46, 52

RGB: 228, 188, 169

RGB: 78, 119, 84

RGB: 27, 74, 71

RGB: 96, 131, 126

HEX: #742E34

HEX: #E4BCA9

HEX: #4E7754

HEX: #1B4A47

HEX: #60837E

Color is an essential component of brand identity. Using colors consistently will help reinforce a cohesive and classic aesthetic for Steel Knot Weddings’ brand. Additionally, these colors have been chosen specifically for the emotions they convey psychologically. ROSEWOOD and CHAMPAGNE are both red and pink tones meant to bring about feelings of love, affection, and optimism. HUNTER and MALACHITE are green and blue-green tones, bringing feelings of balance, loyalty, and prosperity. STONE is a pale blue-grey intended to bring feelings of patience, reliability, and peace. Together, these colors and the feelings attributed to each are the foundation on which Steel Knot Weddings has built its brand.

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TYPOGRAPHY KAZIMIR Light Light Italic Regular Italic Medium Medium Italic Bold Bold Italic

Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3

Kazimir typeface should be used for headlines and display type. It also appears in the logo as the “WEDDINGS” text. No other typeface should be used for this text in the logo. Kazimir should also be used for any and all subheadings. Kazimir should never appear as body copy. Kazimir should always appear in all caps. The ideal size and weight of the font should be determined in context, but Kazimir should never appear smaller than 12 pt.

MONTSERRAT

Montserrat typeface should be used for all body copy. The size and weight of the font should be determined in context, but it should never appear smaller than 8 pt. The leading should always be at least 2 pt above the font size, but never more than 10 pt above. This font should never appear as headline text or display text.

Broetown Signature

Light Light Italic Regular Italic Bold Bold Italic

Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3 Aa Bb Cc 1 2 3

Broetown Signature typeface should only be used in the Steel Knot Weddings logo, as the “Steel Knot” text. No other typeface should ever be used for the “Steel Knot” text in the logo.

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IMAGERY All imagery used in Steel Knot Wedding’s brand should communicate elegant, modern, and romantic feelings through their colors, content, and overall quality. Photos should never be low-resolution, underexposed or overexposed, or poor quality overall. Images used should highlight the details of weddings, from floral arrangements, to place settings, to dress details and jewelry. The images used should always be bright, uplifting and tasteful. When using photos that feature people, the focus should never be on the subject’s face. Ideally, we’d like our clients and potential clients to be inspired by our imagery, and be able to imagine the photo as a part of their wedding.

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Steel Knot WEDDINGS steelknotweddings.com

FOLLOW OUR SOCIAL MEDIA @SteelKnotWeddings

Copyright © 2019 by Bianca Socci.

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Profile for Bianca Socci

Stell Knot Weddings Brand Book  

This is a brand brief and brand guide for my fictional company, Steel Knot Weddings. Copyright 2019, All Rights Reserved. No part of this pu...

Stell Knot Weddings Brand Book  

This is a brand brief and brand guide for my fictional company, Steel Knot Weddings. Copyright 2019, All Rights Reserved. No part of this pu...

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