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BRAND GUIDELINES


OUR MISSION


Love Your Melon is an apparel brand dedicated to creating high-quality, USA-made products that make a difference for children battling cancer. Our mission is to put a hat on every child battling cancer and support nonprofit organizations who lead the fight against pediatric cancer.


TABLE OF CONTENTS


VISUAL IDENTITY Logos

7-8

Minimum Sizes

9 - 10

Clear Space

11 - 12

Improper Logo Usage

13 - 14

Additional Brand Elements

15 - 16

Love Your Melon Programs

17 - 18

Iconography

19 - 20

Web Elements

21 - 22

TYPOGRAPHIC GUIDELINES Primary Typeface

25 - 26

Secondary Typeface

27 - 28

COLOR PALETTE Primary and Secondary Colors

31 - 32

VERBAL IDENTITY Voice

35 - 36

Style

37


VISUAL IDENTITY


7

LOGOS We have four logos that represent Love Your Melon as a brand. The circular logo and horizontal script logo are preferred, and should be used whenever possible. The horizontal script logo can be full-color in either navy or gray, or filled with navy, gray or white. The circular logo is monochromatic, and can be filled with navy, gray, red or white. The stacked logo can be full-color in either navy or gray, or filled with navy, gray or white. Lastly, the lym cursive logo is monochromatic, and can be filled with navy, gray or white.

Love Your Melon Brand Guidelines


8

Horizontal Script Logo

Circular Logo

Stacked Logo

LYM Cursive Logo

Logos


9

MINIMUM SIZES While our logos can be resized to fit different types of collateral, both digital and print, they should never be scaled down below the minimum sizes.

Love Your Melon Brand Guidelines


10

Horizontal Script Logo

25mm

Circular Logo

10mm

Stacked Logo

10mm

LYM Cursive Logo

10mm

Minimum Sizes


11

CLEAR SPACE Our logos should always be placed with an appropriate amount of safe (clear) space around them. No other logos or design elements may invade this space, measured by the height “x� of the respective logo.

Love Your Melon Brand Guidelines


12

Horizontal Script Logo

1/2X

X 1/2X

Circular Logo

1/4X

X

1/4X

Stacked Logo

1/4X

X

1/4X

LYM Cursive Logo

1/4X

X

1/4X

Clear Space


13

IMPROPER LOGO USAGE As a general rule, do not alter, change, amend, or modify any portion, segment, or component of any of the logos unless prior approval is granted.

Love Your Melon Brand Guidelines


14

Do not change any colors of the logo other than the color states that are approved.

Do not stretch, condense or otherwise skew the logo.

Do not place the logo inside any extraneous framing elements.

Do not blur the logo.

Do not add a drop shadow or 3D effect to the logo.

Do not place over any photograph or background that is busy and prevents clear reading of the logo.

Improper Logo Usage


15

ADDITIONAL BRAND ELEMENTS The following elements can be used to elevate or enhance collateral, but should not be used as standalone representations of the brand. Each of these elements should be used as supplements to a logo, not as replacements.

Love Your Melon Brand Guidelines


16

America Knit

Watermelon Patch

Watermelon

Knit Pattern

LYM Heart

Additional Brand Elements


17

LOVE YOUR MELON PROGRAMS Any programs, divisions, or subsidaries of Love Your Melon should be represented the following way. Note that clear space should still be adhered to.

Love Your Melon Brand Guidelines


18

Love Your Melon Crew Cave x

Crewx Cave • The centerpoint of the additional element should intersect the end of the logo. • The font should be Montserrat Extra Light

Other Examples

Brand Ambassador Influencer Program

Love Your Melon Programs


19

ICONOGRAPHY Icons should be simple designs that can exist monochromatically. Any additional icons may be derived from the same simple, flat art with a line style.

Love Your Melon Brand Guidelines


20

!

Iconography


21

WEB ELEMENTS The following elements are to be used in digital settings, including, but not limited to, the website, form builders and the Crew Cave website.

Love Your Melon Brand Guidelines


22

Primary Buttons

Secondary Buttons

ADD TO CART

Font: Montserrat Medium Border Radius: 2px Height: 50px Padding-top: 15px Padding-bottom: 16px

CANCEL

Font: Montserrat Medium Border: 2px, solid Border Radius: 2px Height: 50px Padding-top: 15px Padding-bottom: 16px

Input Field (Active)

Input Field (Completed)

EMAIL ADDRESS

FIRST NAME

Input field (active)

Input field (completed)

Border: 1px, Solid, #FF0019 Border Radius: 2px Font: Montserrat Medium, #4F5858 Fill: #00263D (10%)

Border: 1px, Solid, #4F5858 Border Radius: 2px Font: Montserrat Medium, #4F5858

Input Field (Inactive)

Input Field (Error)

LAST NAME

FIRST NAME

Input field (inactive)

Input field (error) Email address is incorrect.

Border: 1px, Solid, #FF0019 Border Radius: 2px Font: Montserrat Medium, #4F5858 (60%)

Border: 1px, Solid, #FF0019 Border Radius: 2px Font: Montserrat Medium, #FF0019

Web Elements


TYPOGRAPY GUIDELINES


25

PRIMARY TYPEFACE Our primary typeface is Montserrat. Multiple weights are available for use, and help establish a clear hierarchy and draw the reader’s attention to important content.

Love Your Melon Brand Guidelines


26

Hero Image Titles

LOVE YOUR MELON Font: Montserrat Bold Tracking: 40 All Caps

Alternative Titles

LOVE YOUR MELON Font: Montserrat Extra Light Tracking: 40 All Caps

Titles

LOVE YOUR MELON Font: Montserrat Semibold Tracking: 40 All Caps

Subtitles

LOVE YOUR MELON Font: Montserrat Medium Tracking: 20 All Caps

Primary Typeface


27

SECONDARY TYPEFACE Our secondary typeface is Circular Std. It serves as body content and paragraph titles, as it is simple, clean, and provides easy legibility.

Love Your Melon Brand Guidelines


28

Paragraph Titles

Love Your Melon Font: Circular Std Medium Tracking: 10 Leading: 125%

Paragraphs

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec venenatis lobortis finibus. Phasellus cursus laoreet gravida. Proin at ultricies elit. Suspendisse potenti. Font: Circular Std Book Tracking: 10 Leading: 166%

Secondary Typeface


COLOR PALETTE


31

COLOR PALETTE The following colors may be used on all Love Your Melon materials. Any other colors should be approved prior to use.

Love Your Melon Brand Guidelines


32

Primary Colors

PMS: 032C CMYK: 0, 93, 76, 0 Hex: #F7323F

PMS: 2965C CMYK: 100, 78, 48, 54 Hex: #00263D

PMS: 445C CMYK: 68, 54, 55, 30 Hex: #4F5858

CMYK: 0, 0, 0, 4 Hex: #F4F4F4

CMYK: 0, 0, 0, 0 Hex: #FFFFFF

Secondary Colors

CMYK: 0, 0, 0, 12 Hex: #E0E0E0

Color Palette


VERBAL IDENTITY


35

VOICE Our voice is a direct reflection of the Love Your Melon brand identity. All written communication must be consistent with the brand, its voice and its values.

Love Your Melon Brand Guidelines


36

Respectful Pediatric cancer is a sensitive topic. Be considerate and respectful of these children and their families. When discussing pediatric cancer, DO NOT use the following terms or phrases: • • • •

“Children with cancer” “Cancer children” “Sick children” “Won/lost his/her battle with cancer”

When discussing pediatric cancer, DO use the following terms or phrases: • “Children battling cancer” • “Children fighting cancer” • “Children who received a cancer diagnosis” Uphold every child and family’s dignity. We always ask ourselves: “would the child/family be proud to hear this story about himself/herself?”

Inspirational • • • •

Demonstrate passion about what we do Invoke an emotional response Uplift and encourage children as strong superheroes Motivate our audience to make a difference

Authentic • Be genuine and real • Use straightforward, concise, conversational English • Share authentic stories and updates about our products and impact

Upbeat • Emphasize positivity and the hope of pediatric cancer cures and recovery • Communicate in a fun, encouraging, personal manner • Convey enthusiasm for our cause and our products

Voice


37

STYLE All written communication, both internal and external, must use the following parameters for spelling, grammar, font and capitalization: • • • • • •

Use American English Use Associated Press (AP) style Use our corporate font Montserrat Use active voice when possible Use sentence case when possible Avoid slang, acronyms and jargon

Love Your Melon Brand Guidelines


Š Love Your Melon 2018. All rights reserved Design and Content by Kirby Crook


Profile for kirby.crook

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