Dog Ear Books

S K O O B

brand guidelines

nice to see you

table of contents 1 introduction 5 logo 10 typography 11 visual elements 14 print materials 20

additional materials

foreword

“Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?”

– Paula Scher

This brand guideline was created as part of a course called “Identity Design and Branding” at Rhode Island School of Design’s Summer Institute of Graphic Design 2018. This was a two-week intensive course which focused on creating an identity system for an organization of our choice. I chose to create a company that combined two things I’m passionate about: friendly dogs and good books. I wanted to create a fun project for a place that I could see myself spending time at. Creating everything from the concept to laying out these guidelines in just two weeks has been a challenge, but I’ve learned so much from this course and am excited to apply all my new skills and knowledge to future projects.

Tori Dobias July 2018

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friendly cozy community based togetherness relaxed positive

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who we are mission

Dog Ear books strives to help books and dogs find a permanent home. We provide an inviting and unique place in the community, as well as cuddly companionship for all to enjoy.

vision

For Dog Ear books to be staples in small towns and a gathering place for those who have a passion for literature and dog adoption.

target audience

Children who can practice reading out loud to their new furry friend, families or individuals looking for a unique adoption experience, students looking for a relaxing and inviting place to work, and those who just need a gnew book and a furry friend to indulge in reading and escape the real world for a while.

we are

inviting for all, friendly, relaxing, fun, community based, unique

core values

friendly, cozy, community based, togetherness, relaxed, positive

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our logo is the face of the company (no, not the dog)

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logo

B O O K S

B O O K S

B O O K S

B O O K S

These are the four different logo variations that can be used. When there’s a light colored and solid background, either in the top row should be used.

If there’s a dark or busy background, the white version should be used with the colored box behind it.

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logo color

burnt red Pantone 1807 U c26 m78 y62 k12 r171 g81 b83 #ab5153

navy Pantone 316 U c77 m54 y49 k26 r63 g90 b99 #3e5962

tan Pantone 721 U c10 m37 y53 k0 r227 g168 b126 #e2a87d

Color is an important factor that creates our identity. The colors we use are earthy and inviting. Burnt red should be the main color used for the logo when possible, as well as for large supporting visual elements (like the stripe on the top of this page). Navy should be used for text, in image treatments, and in accent elements like the bottom corner of this page. Tan should be used when a more neutral or light background is needed and in the treatment of images.

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logo logo minimum size

To ensure legibility, the minimum size of the main logo is 0.75” tall, which is the size the logo is on the business card. With the white version of the logo, the square should be no smaller than 1.25” by 1.25”.

.75” B O O K S

space

1.25”

B O O K S 1.25”

To avoid crowding and ensure legibility, there should be space around the logo.

Whatever size it is, you should be able to fit the lowercase “e” around the logo without any other visual elements crowding or touching it.

B O O K S B O O K S B O O K S B O O K S B O O K S

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logo please don’t stretch, distort, or warp the logo

O

O

K

S

add an outline to either version

B O O K S

B O O K S

B

turn logo onto side

add a drop shadow

B O O K S

place logo over an image

B O O K S 8

place on a background of a similar color

B O O K S

change the colors in either version

B O O K S

place logo on a busy background

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and there’s more to our identity than what meets the eye

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typography Bookmania should be the only font used in Dog Ear Books designs. Text should always be left aligned. When using Bookmania Black or Bookmania Bold, letters should be all lowercase to avoid being too loud. When using Bookmania Light, letters should be all uppercase with higher tracking (see spacing section).

fonts

bookmania black the quick brown fox jumped over the lazy dog. bookmania bold the quick brown fox jumped over the lazy dog. bookmania regular The quick brown fox jumped over the lazy dog. bookmania light THE QUI CK BR OW N F OX J U MPE D OV E R T H E LA Z Y D O G .

spacing

When using Bookmania Light, be consistent with the logo and increase the tracking to anywhere from 100-150.

T HE QU I C K B R OWN F OX J UM P ED OV ER T H E LA ZY DO G. THE QUICK BROWN FOX JUMPED OVER THE LAZY DOG.

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visual elements page curl

The page curl should be included in as many designs as possible. It should always be located in a corner and flush with the edges so it looks like a real page curl (see the bottom of the page for an example).

blocks of color

Another element that ties the brand together is strips of blocks of color across the page. For example, the burnt red strip across the top of the page unites the book, and it’s also used with the envelope and letterhead.

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visual elements photographs

All images used for Dog Ear Books should look as unique and as recognizable as our store. The dogs should be the main subject in any photographs used. They should also all be edited to fit the warm color scheme. A duotone color gradient using tan and navy should be used to make all photographs look consistent. If the background is too busy or not relevant to the brand, it should be removed.

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picture this adopting your new best friend

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print materials stationery

Dog Ear Books uses specifically designed print materials. In order to keep our brand consistent, all materials sent out should be created with the following guidelines and templates in mind.

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print materials envelope

S K O B O rive 13 0 eD Lak N, 55 195 ka M o An

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print materials business cards meet meet pluto pluto

tony tony regent regent

BO BO K OK E KE EP EE PR ER

SS B BO OO OK K

aleksandr aleksandr

wojciechowski wojciechowski ST ST ORE ORECL CL ERK ERK

SS B BO OO OK K

tregent@debooks.com tregent@debooks.com 624.392.3923 624.392.3923

www.DEbooks.com www.DEbooks.com S B O O K 195 195 Lake Lake Drive Drive Anoka Anoka MN, MN, 55013 55013

meet meet darcy darcy awojciech@debooks.com awojciech@debooks.com 624.392.3940 624.392.3940

ric

LO C A

k m

ST

S B O O K www.DEbooks.com www.DEbooks.com 195 195 Lake Lake Drive Drive Anoka Anoka MN, MN, 55013 55013

v h

ST

S B O O K

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print materials meet romeo

angie

richardson

LO C AT I O N M A N AG E R

kendall mccarty

STORE OWNER

vanna heaton

S T O R E C LERK

arichardson@books.com 624.392.3875

www.DEbooks.com S 195 Lake Drive OO OK K S B BO Anoka MN, 55013

meet jay kmccarty@debooks.com 624.392.3940

www.DEbooks.com

meet meet romeo romeo

angie angie

richardson richardson

vheaton@debooks.com 624.392.3993

www.DEbooks.com

K SS 195 LakeB Drive BO OO O K Anoka MN, 55013

624.392.3875 624.392.3875

www.DEbooks.com LO C AT I OI O N NMM AN AG ER LO C AT AN AG E R www.DEbooks.com 195 Lake 195 LakeDrive Drive Anoka AnokaMN, MN,55013 55013

kendall kendall mccarty mccarty

SS TT OO RR E EO O WW NN EE RR

195 Lake O OO OK KS S B BDrive Anoka MN, 55013

meet moby

arichardson@books.com arichardson@books.com

vanna vanna heaton heaton

ST ORE ERK ST ORECL CL ERK

meet meet jay jay kmccarty@debooks.com kmccarty@debooks.com 624.392.3940 624.392.3940

www.DEbooks.com www.DEbooks.com 195 Lake 195 LakeDrive Drive Anoka 55013 AnokaMN, MN,55013

meet meet moby moby vheaton@debooks.com vheaton@debooks.com 624.392.3993 624.392.3993

www.DEbooks.com www.DEbooks.com 195 Lake 195 LakeDrive Drive Anoka AnokaMN, MN,55013 55013

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print materials letterhead B O O K S

To Whom It May Concern, Leverage agile frameworks to provide a robust synopsis for high level overviews. Iterative approaches to corporate strategy foster collaborative thinking to further the overall value proposition. Organically grow the holistic world view of disruptive innovation via workplace diversity and empowerment. Bring to the table win-win survival strategies to ensure proactive domination. At the end of the day, going forward, a new normal that has evolved from generation X is on the runway heading towards a streamlined cloud solution. User generated content in real-time will have multiple touchpoints for offshoring.

Capitalize on low hanging fruit to identify a ballpark value added activity to beta test. Override the digital divide with additional clickthroughs from DevOps. Nanotechnology immersion along the information highway will close the loop on focusing solely on the bottom line.

Collaboratively administrate empowered markets via plug-and-play networks.

Dynamically procrastinate B2C users after installed base benefits. Dramatically visualize customer directed convergence without revolutionary ROI. Efficiently unleash cross-media information without cross-media value. Quickly maximize timely deliverables for real-time schemas. Dramatically maintain clicks-and-mortar solutions without functional solutions. Completely synergize resource taxing relationships via premier niche markets.

I look forward to hearing back from you, Sincerely, Kendall McCarty

kmccarty@debooks.com

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624.392.3940

www.DEbooks.com

195 Lake Drive Anoka MN, 55013

a little bit of mischief

and a lot of fun

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additional materials doggie bag

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additional materials dog treat pouch

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additional materials bookmarks

meet jay

Jay was rescued from an illegal dog-fighting ring last year. He was timid at first, but warmed up to the store owner over time. She fell in love and adopted him herself. Now he’s a permanent member of Dog Ear Books and can be found greeting customers at the door daily.

B O O K S

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additional materials meet romeo

meet darcy

Romeo was rescued from a shelter, and was only a member in our store for one week before his cuddles and kisses won over the heart of a young family. Now he gets all the belly rubs he needs!

Come visit Dog Ear Books to meet more dogs like Romeo.

Darcy was rescued from a breeding facility two years ago.

After months of coaxing (and a little bribing), she finally was able to trust humans again.

She was adopted three weeks ago, and loves visiting the shop for more treats while her owner reads. Come visit Dog Ear Books to meet more dogs like Darcy!

B O O K S

B O O K S

meet pluto

Pluto was found abandoned on the side of the road last spring.

After taking her in, she grew into a mischievous and playful pup. She was often found chewing on whatever she could get her paws on– which was mostly books! She was recently adopted by one of our own staff members, and now has her own toys to chew on!

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meet moby

Moby was rescued from a kill shelter earlier this year.

He immediately felt at home at Dog Ear Books, but just 2 months after joining us he found his forever home with the Johnson family. Meet more dogs like Moby by visiting us today!

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see you again soon