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