Brand Standards & Guidelines
TABLE OF CONTENTS
Who we are Why we have brand standards Mission | Vision | Values Where our brandmark came from Logo Usage Logo Don’ts Logo Color Color Palette System Typography Touchpoints Business cards Letterhead Envelope Digital touchpoint Outdoor signage Indoor signage Apron Name Tag Shopping Bag Tote Bag Gift Cards Credits
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WHO WE ARE At Anthology we believe in the power of reading. Reading connects people to each other, books, and the world. In order to enhance this connective power we bring our customers the best products in an enjoyable atmosphere. Our custom stores are designed to invite people in and prepare them for their reading adventure.
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WHY DO WE HAVE BRAND STANDARDS?
We love our identity and we want people to love our identity too. In order to be loved we must first build and keep our integrity. Our brand identifies our company and all that we stand for. Our brand must embody consistency. Our brand standards ensure that the integrity of our brand will remain consistent in all situations. Questions regarding our brand standards should be directed by email to the Anthology Corporate Office at marketing@anthology.com
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MISSION | VISION | VALUES
We do not want to just be another store, we want to be a destination. Our stores are open and welcome our customers to relax and stay a while. With plentiful seating areas, cozy in-store cafĂŠs, and rentable meeting or study rooms our stores offer plenty of opportunity for customers to enjoy our products.
Our vision is simple, to provide our customers with quality products in a quality atmosphere. We strive to ensure excellence in all that we do. Anthology should be a destination, not simply a place to pass through. From providing customers with comfortable furniture to arranging our products in engaging displays we do all we can to ensure that our customers feel welcome in our stores.
Our values guide everything we do. They direct our business, the way we treat our customers, and even the products we carry. Our values consist of: Integrity Quality Sincerity Passion Leadership
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WHERE OUR BRAND CAME FROM
A Our brandmark was inspired by the idea of a passage. Books take readers on a passage to different times and places. Our tagline itself is “Discover your passage� and we wanted that to be reflected in our brandmark. After searching several ideas of visual representations of the idea of a passage the image of a key hole was settled on. This image was combined with the letterform of a serif A. A serif letterform was chosen to represent the typefaces that are typically used in book publishing. The end result was a bold brandmark that is memorable and can stand up to the test of time.
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LOGO USAGE
Lock-up unit of the brandmark and the logotype makes up the logo Name
Logo Usage — Stacked Anthology’s brandmark and logotype are meant to be used together in the lock-up (shown at left of page), at all times unless otherwise specified. The logo may be reproduced only in the versions shown in this manual and may not be altered in any way.
Clearspace and Size Requirements No less than “n” space around the marked areas of the logotype
Use the stacked logotype no smaller than the minimum .5” width
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The logo should always have a clearspace around it to separate it from surrounding elements. The smallest size the logotype can be applied is shown at left. Logo should not be any smaller than .5 inches in height.
Name
Lock-up unit of the brandmark and the logotype makes up the logo
No less than “n” space around the marked areas of the logotype
Use the horizontal logotype no smaller than the minimum .5” height
Logo Usage — Horizontal Anthology’s brandmark and logotype are meant to be used together in the lock-up (shown at left of page), at all times unless otherwise specified. The logo may be reproduced only in the versions shown in this manual and may not be altered in any way.
Clearspace and Size Requirements The logo should always have at least the amount of designated clearspace around it to separate it from surrounding elements. The smallest size the logotype can be applied is shown at left. Logo should not be any smaller than .5 inches in height.
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LOGO USAGE
Name
Tagline
Lock-up unit of the brandmark and the logotype makes up the logo
No less than “n” space around the marked areas of the logotype
Use the horizontal with tagline logotype no smaller than the minimum .75” height
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Logo Usage — Horizontal with Tagline Anthology’s brandmark and logotype are meant to be used together in the lock-up (shown at left of page), at all times unless otherwise specified. The logo may be reproduced only in the versions shown in this manual and may not be altered in any way. This logo is to be used sparingly and must be cleared by the marketing department before utilized.
Clearspace and Size Requirements The logo should always have at least the amount of designated clearspace around it to separate it from surrounding elements. The smallest size the logotype can be applied is shown at left. Logo should not be any smaller than .75 inches in height.
x x
No less than “x” space around the marked areas of the brandmark
x
Logo Usage — Brandmark Anthology’s brandmark is able to stand alone when specified. The logo may be reproduced only in the versions shown in this manual and may not be altered in any way.
Clearspace and Size Requirements Use the brandmark no smaller than the minimum .5” height
No less than “n” space around the marked areas of the wordmark
The logo should always have at least the amount of designated clearspace around it to separate it from surrounding elements. The smallest size the logotype can be applied is shown at left. Logo should not be any smaller than .5 inches in height.
Logo Usage — Wordmark Anthology’s wordmark is able to stand alone when specified. The logo may be reproduced only in the versions shown in this manual and may not be altered in any way.
Clearspace and Size Requirements Use the wordmark no smaller than the minimum .5” height
The logo should always have at least the amount of designated clearspace around it to separate it from surrounding elements. The smallest size the logotype can be applied is shown at left. Logo should not be any smaller than .5 inches in height. 15
LOGO USAGE – DON'TS
Stacked Logo Misuse It is important that Anthology’s logo remains a consistent mark at all times. The following examples are what NOT to do with the logo. Designers are expected to keep the logotype consistent in their designs. The stacked logotype should not be stretched, dissected, altered, or changed in any way. The incorrect variations at the left demonstrate how NOT to use the logo.
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Horizontal Logo Misuse It is important that Anthology’s logo is a consistent mark at all times. The following examples are what NOT to do with the logo. Designers are expected to keep the logotype consistent. Refer to the contact page if any questions should arise about usage and/or placement of the horizontal logo including the tagline. The horizontal logotype and logotype with tagline should not be stretched, dissected, altered, or changed in any way. The incorrect variations at the left demonstrate how NOT to use the logo.
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LOGO USAGE – DON'TS
Background Misuse It is important that Anthology’s logo is a consistent mark at all times. The following examples are what NOT to do with the logo when placing the logo on a variety of materials, images, and/or backgrounds. Designers are expected to keep the logotype consistent. The logotype should not be placed upon a background that has similar tonal values and/or color of that particular logo. If the logo is similar in tone to the background and/or if the logo is placed upon a busy, heavily contrasted background, the logo will not be legible and therefore, will not be successful. Review the misused variations, shown at left, for examples of how not to use the various logotypes on busy backgrounds and/or incorrect color combinations.
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LOGO COLOR
Color It is important that Anthology’s logo is a consistent mark at all times. The logotype must only be used in the following approved colors: Pantone 4625C Pantone 468C @ 32% 100 % Black White Any other color usage violates the brand standards and must be changed immediately.
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COLOR
PRIMARY COLOR
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SECONDARY COLOR
ACCENT COLOR
PANTONE 4625C
PANTONE
468C @ 32%
PANTONE 640C
CMYK
C0 M60 Y100 K79
CMYK
C12 M18 Y39 K0
CMYK
C100 M34 Y13 K0
RGB
R87 G39 B0
RGB
R223 G202 B162
RGB
R0 G128 B187
HEX
572700
HEX
dfcaa2
HEX
0080bb
Pantone 640C is a main component of the color palette, however, it is to be used sparingly. A logo should never be shown in this color. Logos should adhere to the appropriate colors mentioned previously.
TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&#%@*) 1234567890 Adamina is the primary typeface to be used for all venues directed with a serif typeface. It is a solid serif face that is built to be easily readable.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&#%@*) 1234567890 Brandon Grotesque is the primary typeface to be used for all venues directed with a sans serif typeface. It is a solid face that is built to be easily readable and comes in a variety of weights.
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TOUCHPOINTS Our brand not only represents our company but it graces everything that our company does. Whether it's our signage, our advertisements, or even reusable totebags, our brand is proudly displayed.
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BUSINESS CARDS
Front Business cards represent both the owner of the card and the company itself. The cards do not act only as a means of communication between a business and its audience but they are also an advertisement of the company’s work. In order to protect the integrity of our business our business cards must adhere to strict guidelines.
Business Card Specifications Logo is 1.6407” x 1.6068” and is centered
Back
Name & title are .87” from top of card
Title is .52” away from contact information Contact information is .16” from bottom of card
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Size: 3.5 inches x 2 inches Triplex design Paper color: Outer: Natural White Inner: Bright Blue Ink color used: Pantone 4625 C, 640 C, 468 C @ 32% Paper type: Outer: Strathmore Writing Wove, 88 CB Inner: 80 lbs. smooth cardstock Sides: two Typeface: MrsEavesRomanLining Type size title & name: 12/16 Type size phone: 9 pt. Type size address: 9 pt. Type size email: 9 pt.
LETTERHEAD
Stacked logo is 1.3394” x 1.3116” Logo is .5” from top of letter & is centered
Brand Identity packages represent both the sender of the letter and the company itself. The letters do not act only as a means of communication between a business and its receiver but they are also an advertisement of the company’s work.
April 2, 2013
Katarina Holmes Anthology Member 476 Book Lover Lane Cuyahoga Falls, OH 44221
In order to protect the integrity of our business our Brand Identity packages must adhere to strict guidelines.
Dear Ms. Holmes, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec non ligula eu dui luctus aliquam. Sed aliquam vestibulum libero, vel pretium justo ultricies in. Curabitur sed pulvinar arcu. Nullam magna velit, sagittis ac sodales in, ultricies a diam. In consequat porta libero. Duis porta luctus pulvinar. Phasellus suscipit nibh vel orci fermentum sodales. Cras quis orci vel felis blandit condimentum ac at neque. Donec et sagittis lectus. Maecenas non porta risus. Quisque et dolor metus. Aliquam a ligula arcu, sit amet scelerisque nibh. Maecenas ullamcorper nulla sed nunc adipiscing non accumsan sapien bibendum. Ut tempor adipiscing odio, ac dapibus lorem tincidunt in. Suspendisse laoreet tellus nec felis ullamcorper condimentum sed quis neque. Mauris ullamcorper ligula nec purus luctus ut consequat lacus iaculis. Aliquam posuere diam justo. Praesent eget metus elit, vitae tincidunt tellus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Integer varius pharetra mattis. Quisque elit erat, egestas non blandit a, bibendum non tortor. Mauris ante eros, gravida vitae ultricies placerat, congue eu elit.
Body copy is 1.25“ from the left side of the paper
Sincerely,
Catherine Johnson Catherine Johnson CEO
Letterhead Specifications Size: 8.5 inches x 11 inches Color: Body copy: C 0, M 0, Y 0, K 100 Logo type: Pantone 4625C Contact information: Pantone 4625C & 640C Pen color: Black Paper: Strathmore Writing Wove, 24 lbs. Typeface: Body copy: Times New Roman, 10/14 Contact information: MrsEavesRomanLining, 9 pt.
Contact information is .53” from bottom of letter & is centered
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ENVELOPE
Brand Identity packages represent both the sender of the letter and the company itself. The letters do not act only as a means of communication between a business and its receiver but they are also an advertisement of the company’s work.
Logotype is 1.5018” x .3437” It is .35” from the top of the envelope & is .27” from the left side
In order to protect the integrity of our business our Brand Identity packages must adhere to strict guidelines.
Katarina Holmes 476 Book Lover Lane Cuyahoga Falls, OH 44221
To address is 2” from top of envelope & 3.7” from the left side
From address is .63” from top of envelope flap & 3.65” from the top right side of envelope flap
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Envelope Specifications Size: (#10), 9.5 inches x 4.125 inches Color: Address of recipient: C 0, M 0, Y 0, K 100 Address of company: Pantone 468 C @ 32% Logotype: Pantone 4625 C Paper: Natural White Envelope flap: Pantone 4625 C Envelope interior: Pantone 640 C Paper: Strathmore Writing Wove, 24 lbs. Typeface: Address of recipient & company: Times New Roman, 14/17
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DIGITAL TOUCHPOINT – APP
The Anthology app has all the same features as the website, while also offering special features for Anthology members. Members will have the added ability to create wishlists and see specialized product reccommendations based on past purchasing history or their product ratings.
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DIGITAL TOUCHPOINT – APP
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OUTDOOR SIGNAGE
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INDOOR SIGNAGE
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APRON
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NAME TAG
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PAPER BAG
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TOTE BAG
GIFT CARDS
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CREDITS
Photo credits go to: http://blog.parkerfitzgerald.com/wp-content/uploads/65680004_v1_blog.jpg http://stbridefoundation.files.wordpress.com/2012/08/book-spines.jpg http://3.bp.blogspot.com/-RdPamviEdIE/T06IoqGlszI/AAAAAAAAAyU/IQG1CRu1KQg/s1600/Eleventh+Plague.jpg http://img102.fansshare.com/pic133/w/non-celebrity/1200/9392_ann_aguirre_enclave.jpg http://4.bp.blogspot.com/-vf-iC83PcX0/Tf6qEpRO_BI/AAAAAAAACH0/raR7Wq8oGfc/s1600/Ashes-Ashes_cover.png http://2.bp.blogspot.com/-8BSm8Fk-6KI/UGcrJs7sopI/AAAAAAAAAYA/aMw3LyauRi4/s1600/Caragh+O’Brien+(c)+Tomy+O’Brien.jpg http://3.bp.blogspot.com/-sK9zII4wOH0/UJauRB-8IkI/AAAAAAAACxM/G9l_C3n-gk8/s1600/Birthmarked_High+Res+CvrFinalApril12.2011.jpg http://s3images.coroflot.com/user_files/individual_files/original_236128_6O3wOWoQrbPK74ZOZyDZwZeop.png http://www.guidedproducts.com/media/catalog/product/r/e/rebadge_01.jpg http://image.spreadshirt.net/image-server/v1/designs/7612696,width=178,height=178/Keyhole.png http://styleblacks.com/wp-content/uploads/2013/03/Dark-brown-fine-wood-texture-free-textures-wood-fine-wood.jpg http://backgrounds.picaboo.com/download/b0/03/b032c0e8e30c4731970b9dcdd5736350/Parchment%2042.jpg http://media.npr.org/assets/img/2012/12/29/books_custom-55d67cfd22a2a799169bff4d86d2f17f349dc474-s6-c30.jpg http://www.freestockphotos.biz/stockphoto/2700 http://tealeavesdogears.files.wordpress.com/2013/08/books.jpg http://oncosec.com/wp-content/uploads/2013/08/reading-oncosec.jpg http://digitaljournal.com/img/8/9/9/i/3/8/4/o/BooksReadingLibrary.JPG
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