BRAND INTEGRITY So much careful thought and hard work has gone into creating this incredible brand identity that we want to make sure we provide you with everything you need to uphold and maintain it for years to come. Just follow the rules outlined in this style and messaging guide and you can be confident that you’re always making the right decision for your brand and for your business. In marketing, consistency is everything!
FEMININE
FRIENDLY
CREATIVE
CULTIVATING A MOOD The images to the right create a carefully curated mood board, built specifically for Inkind Design. From this beautiful tapestry of colors and images, we begin to establish a network of artistic elements we can pull from to create an image that is a completely unique visual representation of who Inkind Design is and what Inkind Design means. Inkind Design is the perfect balance of creativity and professionalism and it is imbued with a deep and profound sense of warmth and caring. The slender line weight in the letterforms and the softness of the images suggest a feminine approachability. The colors are vibrant, but not punchy, suggestive of an underlying and prevailing current of electricity rather than flashiness. Many of the images hold a sense of mystery and of movement because Inkind Design is both forward thinking and deeply connected to the fundamentals of art and human nature. Other images contain a sense of order, practicality, and a lighthearted sensibility because Inkind Design is also highly organized and process driven. These elements are representative of what we want potential customers to understand about Inkind Design when they encounter the brand.
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PRIMARY LOGO Inkind Design’s primary logo is a combination mark (pictorial mark + wordmark). It is visually both playful and balanced. This suggests both the versatile quality of the work Inkind Design can produce and the nature of the creative/professional balance that is so carefully maintained by Inkind Design and its staff. The pictorial element of the logo represents a splash of ink and the rough, freeform edges contrast the straight lines and carefully placed lettering of the business name. The resulting image is edgy, but approachable and the effect of the ink splash on the word inkind is a visual pun, alluding to the fact that the first three letters of that word are “ink”. The lowercase letters add to the brand’s approachability and playfulness while the modern color scheme alludes to its sophistication. The primary logo is the main way in which Inkind Design will be represented and recognized across the broad scope of the brand. Wherever possible, it should be used above all other logo options unless doing so would compromise the integrity of the image (ie. the area in question is too small or the wrong orientation). From tote bags to business cards, billboards to app icons, it is essential to the success of the brand that the logo always be applied with care.
SECONDARY LOGOS Inkind Design’s secondary logos have been created for use as an alternative to the primary logo, but should only be used given one of the following circumstances. Inkind Design’s stacked logo should be used when the application calls for a square orientation rather than the oblong orientation of the primary logo. Inkind Design’s badges should be used when the application will be small enough that the primary logo and stacked logo would not be as legible or impactful. Inkind Design’s taglines are currently restricted to the two depicted here, but can be expanded into other options as long as the new taglines are in line with the overall brand message.
LOCKUP a. stacked
BADGES b. abbreviated c. full name
TAGLINES d. friendly tagline e. descriptive tagline
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b.
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COLORS Where color is concerned, the logo for Inkind Design has been created to be versatile. Graphic design is a creative business, so be creative and feel free to use the four brand-approved colors interchangeably.
OPEN SPACE For the sake of the brand, there should always be a certain amount of open space on all sides of the logo. Keeping that space clear ensures that the brand will stand out, will be clear and legible, and won’t get lost or crowded next to other images or text. The minimum amount of open space we suggest for the Inkind Design logo is defined by the size of the D in the mark itself. This is, however, to be considered a minimum and wherever possible the logo should be given a decent amount of space to breathe.
COLOR PALETTE cmyk: not for print rgb: 55 19 65 hex: 371341
cmyk: 76 100 21 10 rgb: 93 40 113 hex: 5d2871
Each color in the Inkind Design color palette has been carefully selected to reinforce the fundamental nature of the brand: fun and energetic, but grounded and warm. Additionally, these colors have been chosen based on the psychological effects they convey: orange: confidence, warmth, friendliness purple: wisdom, imagination, sophistication turquoise: communication, clarity, healing red: power, energy, courage, strength
cmyk: 16 100 74 5 rgb: 196 31 65 hex: c41f41
cmyk: 0 43 89 0 rgb: 250 161 54 hex: faa136
cmyk: 0 0 0 90 rgb: 65 65 66 hex: 414142
cmyk: 70 0 21 0 rgb: 27 190 205 hex: 1bbecd
cmyk: 83 30 33 2 rgb: 15 139 158 hex: 0f8b9e
COLOR COMBINATIONS When choosing which colors to use on various backgrounds, we encourage creativity within the given color palette. When making color choices, try to keep in mind the overall sense of the brand: comfortable, sophisticated, and approachable. If the selected color creates tension with the background, try using another color from the palette.
PHOTOGRAPHY The Inkind Design logo works well with photo backgrounds. Following the rules outlined below will assure that the Inkind Design logo will always make the best impact and uphold the brand’s standards when layered with photos. The Inkind Design logo should be placed in an area where there is little to no interference from the background image. In the examples to the left, you can see that the logo has been placed where it does not compete with the focal point of the image and the image does not compete with it. Elements of the brand should always be in balance with their surroundings. If there is no open space available, consider applying a white box behind the logo and over the image. The color selection for the logo, when being placed over an image, should follow the same rules as the general color selection process. The ink splash should stand out enough to grab the viewer’s attention, but should never be in conflict with the image behind it or with the rest of the logomark. At all times, color selection should feel balanced with the background.
TYPOGRAPHY Typography is a powerful brand tool when used consistently and can easily effect the overall look and feel of a brand. To keep your brand consistent, the set of typefaces selected for Inkind Design are listed here in hierarchical order. If for any reason the listed fonts aren’t available for a specific print or web application and a substitution needs to be made, the substitute font be should be as close to the style of the originals, outlined here, as possible.
GOTHAM bold
use for major headlines
ABCDEFGHIJKLMN O P Q R S T U V W X Y Z
UPPERCASE web letter spacing: 0
tw cen mt bold
use for minor headlines
a b c d e f g h i j k l m n o p q r s t u v w x y z
lowercase web letter spacing: 0
tw cen mt regular
use for body copy
a b c d e f g h i j k l m n o p q r s t u v w x y z
lowercase web letter spacing: 0
SUPPORTING BRAND ELEMENTS For Inkind Design, creative use of supporting brand elements is definitely encouraged! A brand is so much more than a logo and adding in other visual themes not only makes your brand more interesting, it increases the number of ways in which your brand can be recognized by potential customers. The Inkind Design brand is designed to grow and shift along with changing trends in design. Just keep in mind that all elements used should support the foundation on which the brand was built and adequately expresses the nature and essence of Inkind Design. In its current form, the supporting elements for Inkind Design are comprised primarily of photographs of ink-in-water overlaid with geometrical structural patterns and against the contrast of empty white or black space. These elements speak to the boundless creativity and process oriented nature of the Inkind Design brand. The ink-in-water theme is a current trend and should be replaced if and when it becomes dated or outmoded to the extent that it carries a negative connotation, but can be maintained if it holds up its integrity against the changing times. Another series of supporting elements that can be used in connection to the ink-in-water imagery with the geometric overlay is a geometrically fragmented type of organic image (see the image to the right for reference). These images should be used sparingly and only where they add to the overall effectiveness of the specific piece in question. Foundation images for this must be organic, preferably animal or human, and must be incorporated well enough into the ink-in-water image that they are not immediately apparent. These, like the visual pun in the Inkind Design logo, are meant to be pleasant surprises and a reward for paying attention. For example, did you see the bird?
g. a.
b.
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e.
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STATIONERY Stationery is often the first impression a potential client will have of your brand. It is, therefore, important that the brand exists as consistently and with as much strength in print as it does anywhere. What’s more, the better the quality of that print piece, the more likely your customer will want to hold on to it, even show it off to friend and coworkers. The following elements have been designed with specific materials in mind for the sake of upholding the Inkind Design brand. a. mass use business cards 16pt. stock, silk coated, round corners b. back of mass use business cards c. special use business cards 32pt. stock, painted edge (blue) d. back of special use business cards e. envelopes 70lb. offset opaque smooth white f. back of envelopes g. letterhead 70lb. offset opaque smooth white
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d.
FIRSTNAME LASTNAME, position name@emailaddress.com www.websitename.com 123 - 456 - 7890
BRAND MESSAGING
KIND.CARING.EMPATHETIC COMFORTING.FRIENDLY.WARM HAPPY.LISTENING.CREATIVE THOUGHTFUL.PROFESSIONAL ACCOMPLISHED.CONFIDENT AUTHORITATIVE.EXPERIENCED F O R W A R D - T H I N K I N G G R O W T H - O R I E N T E D SUCCESSFUL.DRIVEN.TIMELESS
BE CREATIVE & BE KIND
OUR MISSION STATEMENT: Our mission is to use creativity and kindness to make the world a happier place. We create long-lasting relationships with our customers and provide them with graphic design and creative marketing support, as well as friendship and understanding. We work to improve the lives of women in business and to become an active and reliable asset to their ongoing successes. OUR VALUE PROPOSITION: As your advocate in a competitive world, we use graphic design and creative marketing to visually express the uniquely beautiful soul of your business to the world and to the people who need to see it most. We’re here with you, we’re here to help.
TARGET AUDIENCE PROFILES Even something as simple as writing an email can be overwhelmingly difficult if you don’t have someone specific to write it to. When faced with the task of writing to your audience at large (ie. an email blast, brochure content, social media posts, etc.) keep these target audience profiles in mind. It’s a whole lot easier and more effective to write to Becky and Amanda than it is to write to…. well…. everyone, everywhere, all at once.
BECKY - THE ENTREPRENEUR Becky is highly motivated and chock full of enthusiasm and ideas. She can’t wait to get started with her new business and she has a clear picture of where she wants to be in 5 years, but could use a little help hammering out the details. Her biggest fear is that, no matter how great her product is, if she doesn’t make the right marketing decisions she won’t ever be found by potential customers. She’s open to guidance and grateful for a helping hand. She has a spouse who supports the family, but is looking to start a career that will bring her professional and emotional fulfillment as well as bring in a little extra money on the side.
CINDY - RETIRED AND MOTIVATED Cindy has been around the block and had a great time doing it. She’s worked in a few different industries, but at the end of the day she takes pride in the amount of experience she gained and the beautiful family she supported through it all. She’s not one to sit still so she’s decided to chase her dream, channeling all of her great knowledge and experience into something amazing. She knows not to sweat the small stuff, but this business means the world to her because this is her chance to really make a difference. She isn’t up to date on the latest trends, but has a basic understanding of computers and online communication. She’s open to advice and is ready to learn!
AMANDA - ESTABLISHED BUSINESS OWNER Amanda has been in business for several years and has created something truly amazing from scratch. Now that she’s got a solid footing, she’s ready to take the plunge and build even bigger. She’s been in business for less than 10 years, but knows just about everything there is to know about her industry and keeps an eye open for new advances in technology that could make her business better. She is open to change because she knows that making big leaps forward involves risk. She’s all in on the business and relies on its success for her survival. She’ll want to be involved with the process, but knows it’s important to trust the people she works with.
JULIA - DEPARTMENT HEAD Julia is absolutely amazing. She knows that in this day and age women are making huge strides and has used that momentum, and her seemingly boundless enthusiasm and energy, to absolutely dominate in a male-centric field. When she has an idea, she doesn’t let nay-sayers get in her way. With a smile, and her great sense of humor, she rallies support and makes the impossible possible. She trusts the people she hires because she has chosen them carefully and knows that they share her can-do attitude. She’s patient and she knows that life happens, but if you treat her with respect and do a great job, she’ll give you all the work you can handle.
MESSAGING ARCHITECTURE TONE HEIRARCHY 1. KINDNESS Friendly and familiar, someone a client can feel comfortable opening up to and look forward to talking to. Warm, inviting, and optimistic. Empathetic and ready to listen, to truly understand what a client is going through, and to do everything we can to help. 2. CREATIVITY Naturally predisposed to creative thinking and the ability to create in a way that is both beautiful and functional and goes far beyond their own natural abilities. Able to use that creative mindset to genuinely make a difference in a client’s personal and professional lives. 3. PROFESSIONALISM Everything we create stands on a bedrock of professionalism and experience. Intelligent and articulate, without any pretention. Confidence that is founded on an ongoing history of successes, a deep wealth of industry knowledge, and a long list of incredibly happy customers. Forward thinking, driven, and equipped with a level of business acumen that ensures actual and tangible results.
STATEMENT OF TONE
We are kindness, first and foremost. Every communication should begin with an upbeat statement of gratitude, of welcome, or general positivity. Tone should always be encouraging and understanding, but where work and processes are concerned tone should be professional and direct while maintaining an undercurrent of empathy. Tone should at all times be genuine. Exclamation points are encouraged because life is too short to not be this excited!
SUCCESSFUL COMPETITORS TO REFERENCE
marks & maker: www.marksandmaker.com creative7designs: www.creative7designs.com rule29: www.rule29.com g1creative: www.g1creative.co.uk hazen creative inc.: www.hazencreative.com/the-process/ revel brand design: www.thinkrevel.com supercool: www.supercooldesign.co.uk
Have you ever wondered what makes a great brand or why the big brands are so memorable? The answer is a lot of �me, pa�ence, and hard work... the good news? That’s what we’re here for! Check out our latest blog to learn more about what a brand update could do for your business. #inves�nginyou #takingbigsteps
SAMPLE SOCIAL POST CONTENT left to right: facebook, facebook, twitter, instagram
Shout out to another amazing, powerhouse of a woman! Susie Aikins is changing the world one life at a �me and we could not be more grateful to have had a chance to work with her. If you’ve never seen her work, do yourself a favor and check it out!! #wonderwoman #powerhouse #changetheworld #imteamsusie
User Name @twi�erhandle
User Name
Kicking bu� and taking names! You’re looking at the latest nominee for the #youngdesignersaward! #fingerscrossed #inkind-design #younddesignersaward User Name @twi�erhandle Did you know that running a small business is as stressful as having 3 kids?!?! What?!?! Let’s talk about making this all a bit easier... #letslivesimple #yougo�abekiddingme
username super proud of our latest work. It was such an honor to be a part of this amazing project. Check the link to see what went into making the perfect final product! #themakingof #graphicdesign
SAMPLE BLOG POST CONTENT WHY INKIND? If the question is why, the answer is exceedingly simple: Our work is about more than money. Merriam-Webster defines “In-Kind” as “consisting of something other than money” which is delightfully vague but gets to the heart of why it’s meaningful to us. In business, it’s easy to make everything about money: getting money, worrying about money, not having enough money, having too much money (yeah right!), and it’s so easy, for all of us, to come to a point where money is running the show and we’ve forgotten how to enjoy our working lives. Even a dream job can feel like a nightmare if money is its soul focus. We know that life is bigger, so we choose to focus on kindness. With that in mind, we’ve built Inkind Design to be about more than graphic design and about more than creative marketing; we’re something bigger and entirely more empathetic. Working with Inkind Design means gaining an advocate for your business that goes far beyond our marketing services. Running a business or manning a department can be isolating and if you’re responsible for making decisions it can make a world of difference to have someone else’s experience to rely on. Someone who will listen, without judgement. Most small businesses don’t have the budget for an in-house marketing and graphics team, but small businesses need excellent visual marketing more than anyone! It’s a dizzying catch 22, and we’re here to help. We’re more affordable than hiring on and maintaining an in-house team and we’re more versatile and more flexible than third party resources like big name printers. We genuinely care about you and about your successes and we’re here to use our wealth of resources in whatever ways we can to make your working life easier. Good design and good marketing strategy is a HUGE piece of the puzzle, but it’s just a piece. Whether you’re leaving a previous life behind to start up your dream business or just trying to do a better job right where you are, we’re here to help you make the right decisions and get back to truly loving what you do. We certainly love what we do and have been told it’s delightfully contagious. Next time you’re sitting down to the overwhelming task of deciding what to do for your business, how to get the word out, how to bring in more customers or find great employees, take a deep breath and know that we’re here. If you need help, all you have to do is ask. Sincerely and Gratefully, Meg Joyce President & Executive Creative Director, Inkind Design
SAMPLE AD CAMPAIGN
BUSINESS IS BETTER WITH BETTER GRAPHICS. Make finding, winning, and keeping new customers easier by investing in yourself and in your business. Better design means better business, which means our whole job is to make your life easier. For help with your graphics, branding, website, social media, or just marketing in general, work with someone who genuinely cares about your successes and wants your business and your life to be as amazing as it possibly can be. Email us today, we can’t wait to meet you!
be creative & be kind
FOLLOWING UP When all is said and done, we’re always here to help. If you ever have any questions about how to use your style and messaging guide or how to make the best use of your new brand, all you have to do is ask. We’re here with you. We’re here to help! www.inkind-design.com
meg@inkind-design.com
www.inkind-design.com be creative & be kind