2023 Logo and Branding Guidelines
Table of Contents 1. Introduction 2. Primary Logo 3. Clear Space 4. Typography 5. Color Palette 6. Combinations 7. Sizing 8. Layout 9. Stationary Layout 10. Logo Misuse
Fountain Alley BodyCare Logo | 1
Introduction Fountain Alley BodyCare is a store located in Madison, Indiana specializing in soap, bodywash, body lotions and butters, hair care, and other bath goods made from all-natural ingredients. Starting in 2003 as ‘All Good Things’, they rebranded in 2017 to have an identity based around the broadway fountain so it showed their roots in Madison. The current logo uses one of the fishes on the fountain as its mascot. The purpose of this manual is to show the capabilities of the redesigned logo, the components, and the application.
Fountain Alley BodyCare Logo | 2
Primary Logo Fountain Alley BodyCare’s redesigned logo consists of an emblem resembling a stamp with a flourished serif typeface that morphs into a pictomark. This logo is meant to be used on any application the brand sees fit.
Fountain Alley BodyCare Logo | 3
Clear Space The minimum amount of clearspace applied should be the height of the lowercase l in ‘Alley’. Otherwise the recommended amount of clearspace should be 150% of the logo itself.
Fountain Alley BodyCare Logo | 4
Sirenia Medium abcdefghijklmnopqrstuvwxwz ABCDEFGHIJKLMNOPQRSTUVWXYZ Leading: 90%
Kerning: 14
Typography Sirenia Medium was chosen for its modern structure while having a vintage flare with its subtle curves that flick outwards. Accompanying flourishes add an emblematic and vintage touch to the logo while still current.
Fountain Alley BodyCare Logo | 5
Color Palette The logo itself is one solid color and must retain that way in both color and monochrome.
Nature’s Midnight
R: 0 G: 38 B: 26
C: 84% M: 55% Y: 76% K: 73%
Merman’s Glow
R: 25 G: 184 B: 157
C: 74% M: 0% Y: 50% K: 0%
Fountain Alley BodyCare Logo | 6
Combinations The main logo can be used on white or ‘Merman’s Glow’. The alternative color can be used on black or ‘Nature’s Midnight’. Grayscale can be used on white. Black and white can be inversed.
Fountain Alley BodyCare Logo | 7 100x 50x 30x
Sizing Minimum size must be 30% of logo otherwise detail in the tail is lost. Maximum size must be 150% of logo.
Fountain Alley BodyCare Logo | 8
home
natural soaps
got milkweed?
Layout The logo must always be at the top lefthand corner with applicable clearspace of website at 100x. The logo must always be at the top lefthand corner of soap packaging at 75x. The logo must be centered on apparel at 75x.
gifts
blog
website visualization
Fountain Alley BodyCare Logo | 9
On letter heads the logo must be on the right side with applicable clear space at 30x. On business cards the logo must be in the center with the minimum amount of clear space at 50x. On envelopes the logo must be on the lip centered at 30x. On DL’s, the logo must be on the lefthand corner with applicable clear space at 30x.
Fountain Alley BodyCare Logo | 10
Logo Misuse Do not change the typeface. Do not warp the emblem or pictomark. Do not isolate the typeface. Do not change the logo color outside of the preset colors unless approved of