CTL Design Manual

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Logo Colors Typography

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Packaging Digital and Print Imagery

brand and design

MANUAL

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Logo This section will be discussing technical aspects of using images and graphics associated directly to the brand such as: 1A. Logo 1 B . L o g o Va r i a t i o n s 1C. Incorrect Logo Usage

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1A. Logo 1.

2.

3.

1. Original Logo 2 . B o x Va r i a t i o n o f O r i g i n a l L o g o 3 . Te x t O n l y L o g o The logo is the selected color of the brand to be its signature color.

Specs (ratio) Font: Brandon Grotesque Bold Font Size: 11 pt Leading:13.2 pt Tr a c k i n g : 2 0 0 p t Other values at 0 pt / 0%

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1B. Logo Variations 1.

2.

1 . O r i g i n a l L o g o Va r i a t i o n s 2 . B o x Va r i a t i o n s o f O r i g i n a l Logo 3 . Te x t O n l y L o g o Va r i a t i o n s The original logo variations are to be applied on official photos or any, paraphernalia, external affairs, and the like.

3.

Box variations of the original logo are to be applied on clothing and wares , as applied on cotton twill labels or similar material.

Te x t O n l y L o g o Va r i a t i o n s a r e t o be applied on official photos of the brand, or any material that will be needing a simpler logo to compliment layout / graphic design as needed.

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1C. Incorrect Logo Usage 1.

2.

3.

1 . Th e t e x t "c l a r i s s e t h e" s h o u l d not be isolated together in one line. One line type or logo variations are only allowed and considered as correct and true.

clarisse the label clarisse the label

clarisse the label

2. Different leading, tracking and spec ratios are incorrect.

Th e t y p e "c l a r i s s e t h e l a b e l " should consistently use proper specs as noted in section 1: " L o g o ".

3. Logos should not be stretched.

Keep content fitting proportion at all times for logo to be considered correct and true.

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Colors This section will be discussing technical aspects of using distinct colors associated with the brand and its different applications such as: 2A. Logo Colors 2B. Color Usage

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Logo Colors Typography

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2A. Logo Colors White Background

Mid Background

Dark Background

Usage The full lock-up is used in mainly for print collateral and for general more formal use.

Usage The full lock-up is used in mainly for print collateral and for general more formal use.

Gold foil application can be used for outer frame for special printing purposes.

Usage The full lock-up is used in mainly for print collateral and for general more formal use.

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2B. Color Usage Primary

Secondary

Color Name: Salmon CMYK: 1% / 23% / 29% / 0% RGB: 249% / 202% / 205% We b : # f 9 c a a f

Co l o r Na m e : Bu r l y Wo o d CMYK:14% / 32% / 50%/ 0% RGB: 217%/ 173% / 132% We b : # d 9 a d 8 4

Tertiary

Color Name: Black CMYK: 0% / 0% / 0%/ 0% RGB:0% / 0% /0% We b : # 0 0 0 0 0 0

100%

100%

100%

80%

80%

80%

60%

60%

60%

40%

40%

40%

20%

20%

20%

Primary, tertiary and white colors are used in logo proper while the secondary color, alongside with the color white are used for digital and print use.

Gold foil can be used as a subsitute of white color.

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Typography This section will be presenting different typefaces that are associated with the brand such as : 3A. Primary Typeface 3B. Secondary Typeface 3 C . Te r t i a r y T y p e f a c e

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3A. Primary Typeface

Brandon Grotesque ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrstuvwx yz0123456789 Bold ABCDEFGHIJKLMNO PQRSTUVWXYZabcdef ghijklmnopqrstuvwxyz 0123456789

Medium Italic ABCDEFGHIJKLMNO PQRSTUVWXZabcdefghi jklmnopwxyz 0123456789

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3B. Secondary Typeface

Bodoni MT ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstu vwxyz0123456789 Regular ABCDEFGHIJKLMNO PQRSTUVWXYZabc defghijklmnopqrstuvwx yz0123456789

Italic ABCDEFGHIJKLMNO PQRSTUVWXYZabcde fghijklmnopqrstuvwxyz 0123456789

Bold ABCDEFGHIJKLMNO PQRSTUVWXYZabcde fghijklmnopqrstuvwxyz 0123456789

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3C. Tertiary Typeface

sackers gothic light ABCDEFGHIJKLM NOPQRSTUVWXYZ ab cdefghijklmnopqrstu vwxyz0123456789 medium ABCDEFGHIJKLM NOPQRSTU VWXYZabcdefghi jklmnopqrstuvwx yz0123456789

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Packaging This section will be discussing technical aspects of using distinct printed collaterals associated with the brand such as: 4A. 4B. 4C. 4D. 4E. 4 F. 4G.

Wa r e L a b e l s C a r d s a n d Ta g s Dust Bags Paper Bag E-commerce Box B r o o c h , Ta s s e l a n d E m b e l l i s h m e n t s Tissue Paper

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4A. Ware Labels

Wa r e Ta g s a r e t o b e s o w n on all dust bags and articles under Clarisse The Label products for identification purposes.

Usage To label and to mark Clarisse The Label wares. Machine-stitched.

Dimensions: 1.75" x 1.75", 0.25 " allowance.

Material: Cotton Twill Label Application: Digital Print on Fabric

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4B. Cards and Tags Care Card is to be inserted in dustbag together with the bag.

Dedication Card is to be attached with an abaca string to the bag which the name of the reciever can be written at the top left of back side.

Usage Inclusion for bag purchase, to be partnered with care kit.

Dimensions: ( L x H ) 6.00" x 4.50".

Usage For tag attachement on bag articles.

Dimensions: (L x H) 4.75 " x 3.50 ".

Materials: Care Card and Dedication Card can be printed on Bevania 300 gsm and Kraft Paper

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4C. Dust Bags

Usage Digital print on cotton twill label to mark dust bags Dimensions: ( L x W ) :75" x 1.75", 0.25 " allowance.

Va r i a t i o n s : Usage Compartment to keep articles clean.

Usage Compartment to keep articles clean.

Dimensions ( L x H ): 14.00" x 14.00".

Dimensions ( L x H ): 18.00" x 18.00".

Medium-sized dust bag: To b e u s e d f o r a p p a r e l , s m a l l to medium sized bag and articles Large-sized dust bag: To b e u s e d f o r a p p a r e l , medium to large sized bags and articles

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4D. Paperbag

Va r i a t i o n s :

Usage For in-store purchase and 2nd option for delivery of articles that will not fit E-commerce boxes.

Usage For in-store purchase and 2nd option for delivery of articles that will not fit E-commerce boxes.

Dimensions: (L x W x D) D) 13.00" x 13.00" x 8.00" Paper: Specialty Paper, Matte Finish Treatment: Spot UV on Logo

Dimensions: (L x W x D) 9.00" x 14.00"x 8.00" Paper: Specialty Paper, Matte Finish Treatment: Spot UV on Logo

Medium-sized paperbag: To b e u s e d f o r a p p a r e l , small to medium-sized bag and articles Large-sized paperbag: To b e u s e d f o r a p p a r e l , medium to large-sized bags and articles

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4E. E-commerce Box Isometric View

Top View

Va r i a t i o n s : Usage For storage and delivery of online order for clothes, bags and accessories.

Small Box Dimensions (Lx W x H): 8.00" x 8.00 " x 2.00" Paper: Carton, Matte Treatement: Spot UV on Logo Medium Box Dimensions ( L xW x H): 4.50 " x 4.50"x 2.00") Paper: Carton, Matte Treatement: Spot UV on Logo

Side View

Smal-size box: To b e u s e d f o r a p p a r e l a n d small-medium articles Medium-sized box: To b e u s e d f o r a p p a r e l a n d small / medium-sized bags and articles

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4F. Brooch, Tassel and Embellishments Materials: Dried and Laminated Corn Husk Wo v e n Ra f f i a Abaca Twine The signature look of Clarisse The Label brooches and Bag Charms are to be included in every event giveaway and the like.

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4G. Tissue Paper Usage For protection of item inside bag / box during delivery of online order for clothes, bags and accessories.

Small Box Dimensions (Lx W ): 20.00" 30.00" Paper: Tissue Paper, 17 gsm Treatement: Vegetable-based ink on FSC (Forest Stewardship Council) Certified Paper

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Digital and Print This section will be discussing technical aspects of using distinct colors, graphics and photos in a layout / template assosiated with the brand and its different applications such as: 5A. 5B. 5C. 5D.

We b D e s i g n Newsletter App Design Print Design

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5A. Web Design

Te m p l a t e f o r We b s i t e : 1. Minimalistic Design while using primary, secondary and tertiary colors 2. Heavy usage of photograph in layouts

Usage Design is to be used to showcase and display products and serve as an e-commerce website and blog platform

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5B. Newsletter 2.

1.

Te m p l a t e f o r Interactive Newsletter: 1. Header with exclusive colorway for newsletter 2. Dropdown menu for product categories

3.

Usage For E-mail Template for online correspondence with subscribed customers and followers.

3. Footer with direct links to the blog and website Newsletter platform that will be used is MailChimp C u s t o m Te m p l a t e .

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5C. App Design Te m p l a t e f o r a p p : clarisse the label

the cling bag collection

Similar to the interface of the website with options of creating an own account for access of customer rewards and easier checkout.

cling to nature

shop now

Hi, Clarisse! my account

We b s i t e t o b e l i n k e d with Shopify platform and features.

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5D. Print Design

Usage For correspondence and physical delivery oF press kit, catalogue and the like

Clarisse The Label Brand Manual Atelier Clarisse Provido, 123 Address Street Placeholder, ABC 1AB Philippines

Clarisse

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Imagery This section will be discussing visual aspects of presenting photography and graphics, its kinds and effects such as: 6A. Photography 6B. Image Effects 6C. Graphics

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6A. Photography

Usage Flatlay Photos may serve as teasers for catalogues and as well stock images for social media posts and press releases.

Usage Flatlay and Styled Photos may serve as teasers for catalogues and as well stock images for social media posts and press releases.

Usage Editorial Photos may serve as teasers, main images for catalogues and as well stock images for social media posts, press releases and print ads.

Usage Lifestyle photos may serve as teasers, main images for catalogues and as well stock images for social media posts, press releases and print ads.

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6B. Image Effects Image effect on photos as applied to digital and print will be using overlay color with different opacity pecentages to amplify text appearance and / or other graphics as applied.

Colors are applied (from top to bottom respectively): Bu r l y Wo o d - 4 5 % White - 45% M u s t a r d Ye l l o w - 4 5 %

Usage Color effects are options for graphic design variations on different digital and print use.

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6C. Graphics

Usage To be applied on photographs and other layouts in the style of photo illustration and / or collage art.

Stylised and handrawn elements are for the exclusive use of the brand.

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