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Brand Guidelines

Brand Guidelines VOLUME I | 2019


Brand Guidelines

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Contents 00 01 02 03 04 05 06 07 08 09

2019

This document is confidential and contains proprietary information and intellectual propert of Florida Paints.

Brand Identity Who We Are Our Mission Logo Specifics i Logo Specifics ii Color Specifics Typography Imagery Volume II Templates Admin


Brand Guidelines

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Brand Identity

A lasting impression. The purpose of this style guide is to ensure our brand upholds the aesthetic standards and keeps our brand looking professional and consistent. What are the elements that make up our brand identity? The type we use, and the colors we choose. It’s the graphics, imagery and words we communicate with. It’s how you use the Florida Paints logo. All of these aspects are the building blocks that help tell the Florida Paints story and shape people’s perception of Florida Paints, from customer to employee. Our brand is so unique because we have products that are deisgned specifically for our special, sunny state. We have the honor of bringing color to this world and making houses happy and healthy. Let’s be the best we can be.

Image by Lindsey Bynum


Brand Guidelines

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Our History

Where it all began

Our story should thread through in everything we develop. It’s our foundation, and our reason for being. Florida Paints is a second generation family-owned brand. Though it still may not operate like a ma n’ pop shop, it feels like one.

“When our Dad and Uncle moved to Orlando in 1960 to start Color Wheel Paints, they wanted to do more than just make and sell paint. They wanted to create a workplace that felt like a home, a place where you are secure and cared for. The result was a company that, for nearly fifty years, was renowned for truly caring about their customers, their employees and their community.

In simple, we’re a family-owned, Florida-based company with Florida-focused products.

They taught us much about paint, but more about leadership. At Florida Paints, we want to continue that legacy, through a family-oriented business approach. We believe it‘s about making paint with a purpose.“ – Rick + Don Strube, founders

2019


Brand Guidelines

01

Our Mission + Messaging Our voice.

our mission

our brand promise

our brand tagline Spanish translation

Miami building

To brighten the lives of everyone

Exceptional paint for Southern climates, proudly delivered by knowledgable people. Paint a brighter day Pinta tu dĂ­a brillante


Brand Guidelines

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Our Values

Our Heartbeat: FORCE

Our heartbeat.

FAITH Love God with our hearts, minds and souls. Glorify Him and share His love.

OWNERSHIP Own our work and take pride in our performance. Be accountable for ourselves, our team and our company.

RESPECT Treat everyone with respect, and approach every situation with humility.

COMMUNICATION Clearly communicate our expectations, challenges and ideas, but always pause to listen.

EXCELLENCE Continuously grow, set our best as the standard, but never settle for anything less than excellent.

2019


Brand Guidelines

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Our Voice Your neighborhood paint shop.

Knowledgable. Vibrant. Friendly. We know our stuff; we‘re proud to be paint nerds. We're your sunshine on a cloudy day. We don‘t take ourselves too seriously, but take our paint products seriously.

Image by Lindsey Bynum


Brand Guidelines

Full color palette

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Primary Logo The Florida Paints logo is the most important element of our visual identity. It’s our wordmark and character icon. The main lettering style has a modern and bold feel, while the logo is approachable and playful, making the brand recognizable and memorable. Our logo was created by our co-founder, Don Strube. He was inspired by the original Color Wheel logo, and mordernized it to represent the feels of Florida. As a true Floridian, Don was also inspired by the many colors of Florida –the pink skies and teal sea blues–which the icon represents. And, of course, a palm tree shilohette sits in the heart of the icon, allowing us to always remember our roots in our beautiful Sunshine State.

2019

FC1

3.8mm

The Icon

4mm

The Name NEUTRAFACE TITLING


Brand Guidelines

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Secondary Logos While the primary logo is the hero in most cases, our secondary logos are also needed for various branding. Our logos will be used in all templates, documantation, signage, vehicles, stores, apparel, collateral and other creative pieces.

FC1

Primary Logo

For main branding

FC2

Secondary Logo

For letterhead and advertising

FC3

Tertiary Logo

Use only when necessary

Powel Crosley Estate


Brand Style Guide

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Logo Specifics: Do's The logo is used across all primary brand applications and helps our audience identify Florida Paints’ storefronts, products, web presence, ads, and collateral. It’s vital to always use margins and padding when designing with the logo, to ensure uniformity. It is imperative to the success of the brand that the logo always be applied with care and respect.

a. Use dark logo only on negative space, and the color of the logo must match a color in the image

Dark Version

Light Version

The dark version should be used only on light, solid backgrounds to let our logo pop with one of our primary colors. The font should always be black.

The light version should be used only on dark backgrouonds, always in pure white.

Imagery do:

b. Use the full-color, FC1 primary logo surrounded by much negative space to ensure highest visibility. FC1 may only be placed on a white background, to ensure other colors do not fill the palm tree, or what we like to call the “open palm policy.” c. Use light logo only on dark space where the logo is ensured to “pop.”

a.

2019

b.

c.


Brand Style Guide

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Logo Specifics: Dont's A few rules are important to maintain the integrity of the brand. Don’t compromise the overall look of the logo by skewing, distorting or spacing it in any way. That includes adding unecessary and unattractive text decorations like drop shadow outlines and additional colors. Color is our DNA, and when we don’t properly use color combinations, it diminishes our brand and what we stand for. Here are a few examples of some ways you should never consider using the logo:

X

X

Dark Version

Light Version

The typeface should never be dark on a dark background. The logo color should always complement its background. The logo should never be condensed or distorted.

The typeface should never be white on a light background. Do not use drop or inner shadows or multiple colors in our logo.

Imagery don’t: a. Don’t use a dark logo on dark imagery. This distorts the logo. Do not place the logo in a random area just to give visibility. b. Don’t use the primary logo on a colored background c. Don’t use a light logo on a light image. however, a fix to this image could be adding dark contrast to the bottom left of this image. Do not oversize the logo just to fill space. It makes our logo look outdated.

Image via Internet

a.

b.

c.


Brand Style Guide

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Color Palette Color! It’s our reason for being, and it’s our DNA. Without color, we wouldn’t exist. Color is fundamental to our experience of the world around us. We are color ambassadors—and how cool—that our job is to bring color to peoples‘ lives. Color influences perceptions and behaviors. Our brand takes color seriously, and the colors we’ve chose to best represnt our brand have been chosen with heart, influenced by our beautiful Florida.

Florida Teal Color codes: Pantone 376 C PMS 3272 C

Teal evokes tranquility, confidence, sophistication. It is seen as a tropical color and is complimentary to orange.

Joy Color codes: CMKY 90 / 43 / 53 / 20 RGB 0 / 102 / 105

Joy! This color is a richer, darker teal. Dark tones symbolize many things, including faith, wisdom and truth.

Suncolor Orange Color codes: Pantone 330 C CMKY 100 / 0/ 50/ 59 RGB 0 / 85

2019

Vibrant orange represents communication, optimism, being good-natured and energizing.


Brand Style Guide

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Color Specifics

Collectively, we have 1,320 colors in our color system However, we use 42 custom colors for our branding. These colors are incorporated throughout our branding and imagery. Shades of yellow, orange, pink, purple, blue, green and teal make up the palette. They range from soft pastels to loud and bold colors. However, the hero will always be our primary teals and orange and should be used most prominently.

Primary Color Usage

Full color palette

Florida Teal Use full bleed in text 100%

Use opacity in imagery 80% Joy

Suncolor Orange

Our primary colors may be used in two shades; 100% opacity for text and imagery and 80% opacity for exclusively imagery. Do not alter the opacity, as it will deter color.

Gulf Coast of Florida


Brand Guidelines

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Header Font When used consistently, typography is a powerful brand tool. This set of typefaces best represents the bold and friendly vibe of the brand and should be used across all print & web applications.

Header Font Use as main title header UPPERCASE Web letter-spacing: .1cm

Sharp Sans Display No. 2 Extrabold ABCDEFGHJKLMN OPQRSTUVWXYZ

Use as body copy title header

Semibold

Use as secondary title header

Bold Sharp Sans Display No.1 is geometric display sansserif inspired by Herb Lubalin‘s original photolettering for Avant Garde magazine. However, as the project progressed, it became apparent that such a monumental project required a sturdier, more utilitarian typeface. The new Sharp Sans is completely redrawn and shaped by the rigorous typographic demands of modern visual communication.

2019

february 2019


Brand Guidelines

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Secondary Fonts Proxima Nova is our brand’s main body font. It compliments Sharp Sans well, and embodies the simplicity and sophistication of the brand. It should be used for all body copy. Calibri is our defauIt font for specific documents employee-related.

Secondary Font

Use as body font UPPERCASE Web letter-spacing: .1cm

Proxima Nova Light ABCDEFGHIJKLMN OPQRSTUVWXYZ

Use for emphasis

Light Italic

Use for emphasis

Medium

Default Font

Calibri

Use for body copy

Light Proxima Nova was created in 2005 by Mark Simonson. Stylistically, Proxima Nova straddles the gap between typefaces like Futura and Akzidenz Grotesk. The result is a hybrid combining humanistic proportions with a somewhat geometric appearance. It’s the main typeface of some of the most popular companies in digital media, including BuzzFeed, Mashable, NBC News, and Wired.


Brand Guidelines

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Property Imagery Our properties are our source of business. When we take pictures of them, it’s so important that the image is of the highest quality. The lighting and angle are the two most important factors when capturing the shot. When we use property imagery in collateral, be sure that it has high saturation and is not pixelated. If we publish poor images of our properties, it will seem that we don’t care about the quality.

Imagery

a

b

c

X

X

a. Ensure exterior images are beautiful, straight-forward shots that capture properties in a unique and distinct way. b. The most important factor in interior images is the lighting. Ensure the room is properly lit and organized.

2019

c. These are the DO NOT images. Poor lighting, poor angles and including cars are all factors that should not be in our photography library.

X


Brand Guidelines

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Mood Imagery Mood imagery is representative of all things, Florida. Our experiences are so memorable because of the snapshots we have of them in our minds; of a trip to Disney, to a museum, to Anna Maria island. Pictures evoke memories, and colors can be nostalgic. The images we use in our collateral and advertising are so important, because choosing the right image is key to inspiring a feeling. Images of properties can be detailed, focued images that lend to more of a mood vs a commercial image.

Imagery

a

b

c

a. Joy teal speaks to the swampy sea we call Central Florida.

b. Florida Teal speaks to the blue hues of our seas, shorelines and springs.

Image by Lindsey Bynum

c. Suncolor Orange is a sunset, an orange grove, a day summer day at the theme park.


Volume II a work in progress.


This is just the beginning. Volume I seeked to establish the fundamental and must imperative pieces that was needed for our brand. Moving forward, we will begin to incorporate collateral, templates, business cards, new merchandise, and campaigns. For us, creating and developing our brand is an adventure. Thank you, The Brand Team.


Brand Guidelines

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Marketing Collateral Our marketing collateral is the best vehicle to showcase our brand. Collateral is the most important pieces we own, because they are consumer facing. Poor design makes our brand look sloppy and unprofessional.

Design Do’s: Be creative! And also, be simple. The simpler, the easier to

interpret and digest. Be mindful of the reader’s viewpoint; really think through the navigation of the eyes when reading the piece. Use our brand colors, and use more negative space. ALWAYS check the copy. Design Dont’s: Do not use many typefaces and do not use really busy imagery. Stray away from using paint as a literal concept; do not use paint brush strokes mixed with imagery. While the idea is good in theory, if we are too literal with our branding and product, it leaves no room for imagination.

2019


Brand Guidelines

08

Template layouts

Use brand tagline with logo, for all documents

Documents are the pieces which end up in everyon’s hands, from employees to customers. Though it may seem minimal, but template designs are platforms for our brand to shine. It is imporant to be thoughtful when creating a template. Map out the strategy and the story first, and that will inform the creative direction. Uniformity is key, and the best way to ensure uniformity is to use borders while creating your template. Be mindful of margins and font sizes, as the copy should flow well, and direct the reader. The copy should be informative, but also fun! Be creative with your headlines.

Use brand colors with correct font Use full bleed images, unpixelated

Images should never bleed over borders

Logo should be highly visible, lots of negative space and small

Title should be bold, centered and catchy Keep margins aligned; use border tools to enure uniformity

Image via Internet

Copy should flow for the reader

Product imagery should be small, and the same size


Brand Guidelines

8.5 inch

09

Letterhead

Clean and simple, we designed our stationery to align with our visual system. The letterhead features the logo in the top left corner with the business contact information on the opposite site.

2019

11 inch

Our stationary is one of the mose widespread forms of contact for business and corporate communications.


Brand Guidelines

09

Business Cards The business card will be used for all official contact and communication of our company. These are the approved layouts.

a.

b.

Dimension: 85 mm x 55 mm Print: 350 g/m² glossy white paper

a.

b.

Image by Lindsey Bynum image via Pinterest

Business cards a will be the most widely used.

Busniess cards b will be used exclusively for sales reps.


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Florida Paints Brand Style Guide  

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