B RA N D
BOOK
D E S I G N & B R A N D STA N DA R D S
2019/2020
Photo courtesy: Surene Palvie, Pexels.com
Table of Contents 5 6 12 14 18 20 28 30 33
Introduction Primary Logo Secondary Logos Brand Colours Typography Extra Components Photography Social Media Parting Thoughts
Photo courtesy: Rijan Hamidovic, Pexels.com
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
I NT R O DU C TION Logos and brand marks are a visual representation of any company and at Village Yarn Shoppe we believe that having a strong visual identity is crucial to the success of our company. It is important to ensure that the brand remains consistent and unified in its visual identity. To best utilize this book, pass it on to any employee, contractor or print shop to help Village Yarn Shoppe stays true to their brand identity.
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P R I M A RY LOG O Village Yarn Shoppe’s primary logo a circular logo that has a house and two trees to balance the design; it reflects the rounded nature of a ball of yarn. To ensure legibility, the elements are given breathing room; any more items would overcrowd the design. The two trees are coniferous which is a nod to the natural world around the Comox Valley that remains green year-round due to mild, wet winters. The inference of a woodstove by having a pu of smoke leaving the chimney is to add feelings of warmth and comfort, a similar sentiment when wearing knitted items. This logo should be used for signage(including storefront), adverts, labels and other media where the logo is best suited.
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
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The primary logo should never be less than one inch as it loses legibility.
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
Examples on what NOT to do: Do not skew or distort the logo. Ensure that the logo is not pixelated like the bottom example. Do not add an outline around the logo.
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
P R I M A RY LOG O bl a ck & w hite Versatility is paramount when it comes to visual identity, such as logos. A logo that not only looks great in its primary colour but can also look just as striking in black or white is a logo worth keeping! A white logo may work well on a dark and saturated background and a black logo may be the appropriate colour for a lighter background. While the primary colour may work great the majority of the time, there may be some instances where it would be best to use a black or white logo. Photography and any image that requires branding will use a black or white version of the primary logo for Village Yarn Shoppe.
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S E C O ND A RY LOG OS As with the colours of the logo to aid in creating versatility, so does creating variations of the logos. Badge logo allows for the text and illustration to be contained together creating a compact logo perfect for round yarn tags, circular social media profile pictures and stamps. Horizontal logos are best for applications where the logo can’t take too much height, such as the logo in the navigation bar of the website or banner. The stacked wordmark is appropriate for applications where a graphic may not be needed or appropriate. The icon, encasing the cozy home, is best used as a browser tab icon for the website, social media profiles and as stickers for packaging.
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
Icon Badge Logo
Horizontal
Horizontal + icon
Stacked wordmark 2019/2020
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
C O L O U R PALETTE
The remainder of the colour palette focuses on a variety of blues, greens and one dark merlot. Copper foil is used as an accent throughout the brand. These are colours of nature found around the Comox Valley such as the ocean, rain, trees, bark and leaves. When using colors from this palette, ensure that it is the true color by verifying that the color codes in this book match those being used. The color codes can be found on the following page.
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PANTONE 309 C CMYK C-100 | M-64 | Y-52 | K-4 RGB R: 0 | G: 59 | B: 74 HEX #003B4A
PANTONE 7645 C CMYK C-53 | M-80 | Y-54 | K-50 RGB R: 82 | G: 43 | B: 57 HEX #522B39
PANTONE 559 C CMYK C-33 | M-10 Y-39 | K-0 RGB R: 173 | G: 201 | B: 184 HEX #ADC9B8
PANTONE 7542 C CMYK C-36 | M-18 | Y-19 | K-0 RGB R: 163 | G: 187 | B: 195 HEX #A3BBC3
VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
PANTONE 7720 C CMYK C-99 | M-40 | Y-62 | K-25 RGB R: 0 | G: 97 | B: 92 HEX #00615C
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Laca FOUNDRY: NOVA TYPE WWW. NOVATYPEFOUNDRY.COM Laca: Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 A warm and friendly font A warm and friendly font A warm and friendly font A warm and friendly font A warm and friendly font A warm and friendly font Licensing fee(s) as of December 2019: Desktop(5 users): 277.97 $CAD Web Font: 277.97 $CAD TOTAL: 555.94 $CAD
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
T Y P O GR A PHY Laca is the typeface used for the design; upon further research, it is said that this typeface was designed with wanting to ‘bring a familiar feeling of closeness and warmth’1 while also keeping it modern for the web. It is a suitable typeface for the design as those are feelings that are desired in this logo. The ‘Village’ and ‘Yarn’ is kerned to give it the sense of closeness, emphasizing the ‘Yarn’ with semi-bold to improve legibility and to distinguish from the ‘Village’. To improve legibility, all letters are upper-case. Shoppe is leaded closer to the words above to ensure it reads cohesively.
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E XT R A C O M PON EN TS Extra components add diversity to your brand’s visual language. These can include icons, stationary, packaging, adverts, signage, and so much more. Icons, like on the opposite page, can be re-used and re-purposed. The extra compenents are diverse and encompass both print and web applications.
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
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STATIONERY
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
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KNIT KIT PACKAGING
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
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SIGNAGE
Mockup courtesy: GraphicBurger
Mockup courtesy: GraphicBurger
Photo courtesy: Daria Shevtsova, Pexels.com
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
P H O T O GRA PHY Photography can evoke mood and emotion therefore it is imperative that is remains cohesive to the brand. All images used must be high quality and the use of dark overlays to amplify certain moods is encouraged. Subject should be yarn or knit-centric and should involve elements of nature found within the Comox Valley. Images should never be pixelated and should be cropped appropriately when needed.
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S O C I AL MEDIA An online presence is a must for any company. For Village Yarn Shoppe, social media is used to connect with yarn enthusiasts from all over the world. In order to keep consistency and unity, it is imperative to ensure all social media accounts are cohesive in usage of brand materials, such as typography, logo and colours. For profile pictures that are circular in nature, such as Facebook and Instagram, it is recommended to use the badge logo in order to keep the brand looking at its best. Observe social media sites and use secondary logos if the primary logo isn’t framed well.
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
Mockup courtesy: GraphicBurger
2019/2020
Photo courtesy: Vincenzo Malagoli, Pexels.com
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VILLAGE YARN SHOPPE DESIGN AND BRAND STANDARDS
PA R T I NG T H O U G HTS This book houses the entirety of Village Yarn Shoppe’s brand identity. May it be useful to whomever carries the great responsility to ensure that Village Yarn Shoppe’s voice be heard and its presence seen in the most respectable and cohesive of manner. It is no small task; however, with the aid of the design and brand standards book, this should help quell any fears of misrepresenting the brand. Don’t be shy-explore all the tools this book has to offer and allow Village Yarn Shoppe’s identity to shine.
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BRAND BOOK DESIGN
LOGO
RAINCOAST DESIGNS
