B R
A N D
S T
Y L E
G U I D E
T A B L E
5
O F
C O N T E N T S
12
about the company
6
2
15
inspiration
8
color palette
logo usage
clear space
16
18
26
the do nots
20
stationar y
t ypography
22
imager y
color usage
3
ABOUT THE COMPANY A native of Florida and inspired by her time spent in Charleston, SC, and Asheville, NC, Jennifer brings an aesthetic that is both practical and imaginative to landscape design, event staging, and home decor.
While in Charleston, Jennifer learned to work with concrete and make molds for fountains and garden containers. The Brewery at 99 Market became the inspiration for her to start her own business, and she developed her own line of concrete troughs which she sold throughout the U.S., including the Southeastern Flower Show in Atlanta and the Philadelphia Flower Show.
Eventually Jennifer and her family moved back to Orlando, and she found a home at the Winter Park Farmers Market, selling her old world troughs as well as rustic garden and topiary elements. All of this led to the invitation to be a part of the East End Market, a shop that has taken a playful, youthful turn.
5
INSPIR ATION Porch Therapy is inspired by the contrast between natural and man-made. They allow vibrant colors to pop on neutral backgrounds. The browns of wood and bark are warm against clean and creamy porcelin white. The soft petals of flowers are held within glass with sharp, thin metal accents. The shades of green found in nature are displayed throughout the brand.
The focus of Porch Therapy is on local and handmade creations. Artisans work together to create vessels of different mediums to hold various plant species, from soft, curling leaves to spiny succulents. The combination of these elements make great pieces for everyday home decor or for special occasions like weddings and other events.
7
½” min
8
THE LOGO The main logo is created in all lowercase Kohinoor Latin Demi and separated with a delicately illustrated poppy flower. The flower is read as a secondary element after the text, but stands as the image for the company. The softness of the curves of the flower provide a contrast the the sharp edges of the sans serif font. The flower provides depth within the logo. This unique flower is displayed best in certain colors, elaborated more in the color usage page.
The minimum size for this logo in its main placement measures the flower at one-half of an inch tall.
SECONDARY LOGO The secondary logo changes the placement of the elements to be more flexible in vertical usage. This acceptable arrangement decreases the horizontal width of the logo by forty percent. In this logo arrangement, the central flower is relocated to the right of the company name, which is stacked vertically. The flower is then enlarged at a uniform scale by twenty-five percent to encompass both lines of text by expanding beyond the ascender and descender lines of the text, as it does in the horizontal logo version.
The
same
minimum
requirements
apply
to
the
vertically stacked logo that is measured by the flower at the smallest height of one-half of an inch tall.
10
½” min
11
WINTER PINE S A N D S TO N E
M ARIGOLD S L AT E P E B B L E
D E S E R T C AC T U S JUNGLE TRAIL
12
LEMONGR ASS M ARIGOLD
PRIM ARY COLOR PALET TE winter pine
sandstone
slate pebble
marigold
R: 89
R: 252
R: 107
R: 213
G: 74
G: 248
G: 105
G: 185
B: 66
B: 235
B: 105
B: 46
HEX: #594A42
HEX: #FCF8EB
HEX: #6B6969
HEX: #D5B92E
C: 55
C: 1
C: 58
C: 19
M: 60
M: 1
M: 51
M: 22
Y: 65
Y: 7
Y: 50
Y: 98
K: 40
K: 0
K: 18
K: 0
SECONDARY COLOR PALET TE jungle trail
desert cactus
lemongrass
marigold
R: 99
R: 130
R: 170
R: 213
G: 96
G: 128
G: 170
G: 185
B: 42
B: 56
B: 85
B: 46
HEX: #63602A
HEX: #828038
HEX: #AAAA55
HEX: #D5B92E
C: 55
C: 49
C: 37
C: 19
M: 46
M: 37
M: 24
M: 22
Y: 98
Y: 95
Y: 82
Y: 98
K: 31
K: 14
K: 1
K: 0
14
CLEAR SPACE Proper clear space is determined by the letter o in the text of the logo. No supplemental text or distracting images should come within the distance of the lowercase o at the scale of the logo and invade the outermost boundaries of the entire logo, from the top of the flower to the descender line of the text. Supporting line work may break this rule, but no color changes may happen within the boundaries.
COLOR USAGE Color combinations can draw from combinations within the primary or secondary color palettes as well as a specific mix of certain colors from the two palettes. Acceptable color combinations consist of what is shown to the right as well as those on the previous page. The color combinations work best to keep the integrity of the brand. The logo can only be used with in slate pebble in order to lower printing costs. The logo works best with the contrasting colors of slate pebble or winter pine for text and a marigold or lemongrass flower. The same principles apply on a solid color background with sandstone text.
17
THE DO NOTS do not rearrange any elements of the logo
These are the rules for keeping the integrity of the Porch Therapy logo. They address issues of brand recognition, legiblity and asethics to draw in and maintain the target audience with color combination choices and placement on images. These rules prevent confusion to the market of the brand’s image.
do not place the logo any images which provide no contrast between the image the logo elements
jungle trail and marigold can never be touching because of the optical change in color
18
do not distort, alter, or warp any elements of the logo, especially the flower
marigold can never be the background color for the logo
desert cactus can never be the background logo because of the lack of contrast with the other colors
19
TYPOGRAPHY Porch Therapy only uses Kohinoor Latin Demi in all lowercase as the font choice for the logo. Their webpage uses Limerick Serial Regular for body text and Limerick Serial XBold for paragraph headers, where headers are always in all caps. Limerick Serial Regular is also used in all caps with generous tracking for links to other pages. Amelia Rounded Light is used for any other body copy needs.
KOHINOOR L ATIN DEMI logo font
LIMERICK SERIAL REGULAR web text
LIMERICK SERIAL XBOLD web headers
21
22
IM AGERY Porch Therapy has a specific, clean aesthetic that they use to display their company through their imagery. As a collection, images are well lit, bright, and demonstrate certain elements such as various greenry or flowers, man-made vessels, or a combination. Imagery used by Porch Therapy is normally centered within a square frame, but many times elements are allowed to fall off the edges if the image follows the rule of thirds. Individual images must have uniform spacing between when grouped to allow for generous negative space. Images as a collection are displayed as a uniform square when in combination to represent one unit.
23
People are permitted in photographs in order to demonstrate part of the company’s services of wedding preparation design. Hands are allowed in images if they are showcasing the company’s creations and for imagery scale.
24
Images can be darker in nature if they display a great contrast between the light and dark. Images must display a natural element, even if it is growing freely and not confined within a company retail product.
25
East End Market 3201 Corrine Drive Orlando, Florida 32803
East End Market 3201 Corrine Drive Orlando, Florida 32803
26
STATIONARY Porch Therapy’s stationary set highlights the company through its unique logo in multiple ways.
The
letterhead
displayes
the
elegant
flower of the logo as a water mark in across the majority of the page, and the stem contains the space with the information about the company including the address. The envelopes come in standard letter size, with a two-tone green and a marigold and sandstone option, as well as a large format envelope in a dark charcoal to contrast with the bright white label. The label utitlizes the secondary logo for the company and the wax seal is in lemongrass with the flower imprinted in the seal. The stationary set is clean, simple, and professional with the color blocks and has all the necessities to run a successful environment focused business.