,
comma brand identity
table of contents 01
introduction
07
typography
02
company values
08
photography
03
the big idea
09
illustrations
04
visual toolkit
10
tone & voice
05
clear space
11
coming to life
06
color palette
12
wrap up
01
introduction
who we are
Comma is a subscription box that focuses on you. A comma symbolizes a pause in a sentence, a break, something we deserve. When was the last time you had one?
4
02
company values
what we stand for
Things can get stressful sometimes. We get that. People with anxiety have a harder time coping. We believe that motivating women to be creative has a positive effect on their mental health. Thus, helping them get through a situation. Our partner Mental Health America receives proceeds from every sale.
6
03
the big idea
purpose
Basically we want you to turn your negative energy towards a productive outlet. And hey, rewards are always a plus. To make this happen, we want to stimulate you with a new hobby every month. Featured is gardening, baking and everything in between, so you can explore your interests.
8
04
visual toolkit
proper logos
, ,
primary version
white version
, ,
secondary version
black version
The primary version is preferred for logotype. Use the others only when it is absolutely necessary. The logomark is what it is. No other versions exist. 10
04
visual toolkit
improper logos
,
,
, , 1. Do not rotate. 2. Do not recolor. 3. Do not apply effects. 4. Do not change case. 5. No exclusions. 12
05
clear space
readability
x
x
,
x x
To prevent elements from competing with our logo, the diagram above must be followed. There should be a noted distance between other graphics. Avoid heavy imagery in the surrounding area to maintain the logo’s power. For consistency, do not decrease the size past .25 in x 1 in. 14
06
color palette
calming
comma shadow
comma mint
CMYK: 0 / 3 / 0 / 71 RGB: 75 / 73 / 75 HEX: #4B494B
CMYK: 27 / 0 / 4 / 15 RGB: 158 / 217 / 209 HEX: #9ED9D1
comma sky
comma blush
CMYK: 28 / 5 / 0 / 8 RGB: 168 / 222 / 234 HEX: #A8DEEA
CMYK: 0 / 7 / 0 / 10 RGB: 229 / 214 / 229 HEX: #E5D6E5
We use four key colors to represent our brand. Three light pastels and one dark neutral. This contrast allows there to be a metaphoric “bright side.” 16
07
typography
typefaces
Bilo Bold
Jubilat ExtraThin
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890
Only two fonts for simplicity. Bilo Bold should be used in all lowercase at all times for titles and headings. Bilo Light Italic may accompany it under certain circumstances. Jubilat ExtraThin should be used for body copy in title case and Jubilat Thin Italic for captions in whatever case is deemed appropriate. 18
08
photography
photo use
We like to update our followers and give sneak peaks of what’s to come. It’s crucial that the imagery is shown from an above angle to properly display the products that we have to offer. There must be a pop of color that stands out from the background. Our Instagram, website, advertisments and other assets follow the same rules. Portraits and opacities may vary. 20
09
illustrations
punctuation & personas
A comma isn’t the only punctuation that represents a pause. There’s also dashes, ellipses, colons, and semicolons. So, let’s give them some credit as well. Two stressed women are depicted that represent our main subscriber base. 22
10
tone & voice
communication
,
talk to us!
The best way to reach us for concerns that aren’t listed on our FAQ is social media. We want to be as close to our customers as possible and provide them with the feedback they need. While being easy to connect with we also want to remain professional and true to our beliefs. 24
11
coming to life
packaging
All of our boxes are made from recycled cardboard. Their exteriors star our logomark centered largely on top so that we can be recognized from a porch. On the front lies the logotype. Open up and you will be greeted by our classic illustration. The packing paper has our tagline breaking out of double borders. 26
12
wrap up
overview
Comma thrives off our consumers being in the right state of mind. Without them there would be no us. A bond is created by not only our products, but our brand as well. Assets will not be permitted to those without proper knowledge of our identity.
28
contact management all brand-related inquiries: Adriana Giannachi Chief Executive Officer T: 631.605.4106 E: mariadriana.giannachi@gmail.com
other information: Instagram: @Commabox Website: Commabox.com