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Brand Identity Standards


Mission Statement For the writing or calligraphy enthusiast, this shop endevors to supply high quality, old-style pens, inks, and papers, that offer an authentic, antique experience when writing along with help from a knowledgeable staff that can help select the correct products for any project.


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Store Profile Customer

Products

Primary customers of the store are avid writers age 20 and older who either collect pens or prefer the feel of old-style pen nibs, and are looking to purchase high quality supplies. Secondary customers require maintenance on antique pens they already own or are artists who are looking for inks for drawing or sketching.

Products sold at the shop obviously include fountain and quill pens, holders of various styles, as well as pen nibs of all shapes and sizes. Inks sold at the store come in numerous colors and are available both in specialty inkwells for dipping pens or cartridges for the various styles of fountain pens. Parchment papers are available in several different varieties, both loose-leaf and bound into journals.

Location The store should be located in the downtown area of a small town. In this case it would be Midland, Michigan. It would be an area filled with many other small specialty shops where people either from town or tourists visit for a day of shopping and fun.

Character Close and friendly with a hint of vintage are the best ways to describe the shop. Helpful staff are always on hand to answer questions about any of the products available in the store. The shop is inherently colorful due to the large number of colored inks and papers that are for sale. Color in the rest of the shop (furniture, walls, etc.) is downplayed as to not be too garish. Shelving units are darkly finished wood to accentuate the colors of the inks and papers sitting on top of them. The lighting in the store is bright in order for the customers to accurately view the colors of inks and papers they plan on purchasing. The atmosphere should give off a creative feel, yet be crisp, clean and also feel “grown up�.

Services The pen shop offers classes for people who are just learning about quill or fountain pens and would like to learn techniques for just learning how to write with them. Classes are also available to those who are more familiar with the product and prefer to learn about more complicated calligraphy techniques. Also included in services would be the staff who know all of the products sold in the shop and are always available for advice on any of them, and the small repair shop located at back of the store.

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Table of Contents 1: Branding System ................. pg. 9 Icon Primary Mark Secondary Variations Clear Space Requirements Avatar Primary Colors Secondary Colors Single Color Reversed Unacceptable Treatments

2: Typography ....................... pg. 25 Primary Word Processing

3: Business System ................. pg. 29 Paper Specifications Business Card Letterhead Envelope

4: Applications ...................... pg. 35 5: Design Process ................... pg. 53


Branding System The Writorical branding system shows how the company presents itself to the rest of the world. Maintaining proper usage of the brand is the first step in fostering brand awareness.


Icon This icon is a representation of the Writorical brand. The inkwell and feather pen show the history of pens and one of the most traditional forms of writing that most people are familiar with.

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Signature The signature for Writorical is set in a very slightly altered Bodoni typeface. As such, the only usage should be from a high-resolution file. It should not be changed or altered in any way other than size when used as identification for the store on promotional pieces.

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Primary Mark When used together, this is the primary layout. The set distance between aspects of the mark should be maintained no matter the size of the printed mark.

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Secondary Mark. This is an alternate form of the Writorical mark. This secondary mark is the only other version of the brand that should be used to represent the Writorical brand.

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x

x

x

x

Clear Space When using the full mark, the distance x (as shown above) must be maintained around each side, starting with the top of the feather and ending with the bottom of the circle. The size of x is determined by the space between the icon and the signature.

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x


y

y

y

y x2

y

When using the icon by itself, the size of y is found by measuring the distance between the outer edge of the circle and the right side of the inkwell, as shown in the image to the left. The clear space at the top of the icon starts where the base of the feather meets the circle.

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PANTONE 462

PANTONE 5645

PANTONE 202

R G B

88 69 40

R G B

173 187 173

R G B

130 36 51

C M Y K

28 48 71 72

C M Y K

22 5 19 16

C M Y K

10 97 61 48

# 584528

# ADBBAD

# 822433

Primary Colors Writorical’s primary color scheme consists of a brown, cranberry, and a pale green. These colors are used to give Writorical the old-fashioned and traditional feeling.

PANTONE 5195

PANTONE 2766

PANTONE 4705

R G B

100 68 89

R G B

26 33 85

R G B

119 74 57

C M Y K

42 67 18 52

C M Y K

100 92 10 47

C M Y K

17 64 60 51

# 644459

# 1A2155

# 774A39

Secondary Colors The secondary colors are meant to compliment the set of primary colors and for use in varying applications in the store and also online.

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Single Color When used as a single color, there are two options for the Writorical mark. Either the mark is shown as only the text and lineart, or the inkwell can be filled in with a 25% tint of the chosen color. This tint in the inkwell should never be darker than 20%.

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Reversed When used in reverse, only the one color mark should be used, and only the version with no tints within the inkwell or feather.

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Do not stretch or squish the Writorical mark in a vertical direction.

Do not stretch or squish the Writorical mark in a horizontal direction.

Do not scale strokes in an unproportional manner.

Do not fill the inkwell in a solid color without showing the details in a tint.

Unacceptable Treatments The Writorical mark should not be altered in any way other than an by equally proportional scale. These are some of the ways in which the Writorical mark is not to be displayed.

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Do not skew the Writorical mark in any way.

Do not show the Writorical mark rotated at any angle.

Do not show the Writorical make flipped in the reverse.

Do not fill the inkwell and circle in a solid color. The background circle should always be filled with white.

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Avatar The Writorical avatar is an animated version of the mark. The animation begins with just the inkwell and pen. The pen floats to the right and begins to write out the word “Writorical.� When it has finished, the pen goes back into the inkwell, and the circle around it appears.

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Typography The typeface and style used in thoughout an entire business system is importat to create unity and help keep the brand clean and clear.


Bodoni

Baskerville

Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Primary The official typefaces for Writorical are Bodoni and Baskerville. Bodoni should only be used for headings, while Baskerville is to be used for body text.

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Palatino

Times  New  Roman

Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ   abcdefghijklmnopqrstuvwxyz

Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ   abcdefghijklmnopqrstuvwxyz

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ   abcdefghijklmnopqrstuvwxyz

Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Bold  Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ   abcdefghijklmnopqrstuvwxyz

Word Processing For typical word processor needs, such as the typing of a letter, these typefaces can be used for in case the primary typefaces are not available. In these cases, Palatino is the prefered typeface, but if Palatino is not available, Times New Roman is also accepted.

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Business System The business system consists of the Writorical business cards, letterhead, and envelope. All three should be printed on the paper specified.


Quality

Midground

Economy

Text Weight

Cover Weight

Mohawk Pegasus

Mohawk Pegasus

Museum White

Museum White

Smooth Text 80lb.

Smooth Cover 80lb.

Ninah Sundance

Ninah Sundance

Natural White

Natural White

Smooth Text 80lb.

Smooth Cover 80lb.

Domtar Cougar

Domtar Cougar

Natural

Natural

Smooth Text 80lb.

Smooth Cover 80lb.

Paper Specifications This style of paper should be used in all of Writorical’s stationery and brochures in order to maintain consistency across the brand. There are three choices for paper, starting with the highest quality, then the middle-ground paper, and finally the most economic paper.

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101 East Main Street Midland, MI 48642 (989) 430-2258

Quinn Mallory quinn@writorical.com

Business Card The business card only has one version for the side with personal information on it, but the back side can be either the color with white text, or the white with colored text. The color used for the business card can be the brown or cranberry, depending on the personal preference of the card holder.

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101 East Main Street Midland, MI 48642

101 East Main Street Midland, MI 48642

John Jameson 4512 Dublin Ave. Midland, MI 48642

Dear Sir,

John Jameson 4512 Dublin Ave. Midland, MI 48642

Midland November 13, 2010

Dear Sir,

Midland November 13, 2010

“Of the origin of the Hound of the Baskervilles there have been many statements, yet as I come in a direct line from Hugo Baskerville, and as I had the story from my father, who also had it from his, I have set it down with all belief that it occurred even as is here set forth. And I would have you believe, my sons, that the same Justice which punishes sin may also most graciously forgive it, and that no ban is so heavy but that by prayer and repentance it may be removed. Learn then from this story not to fear the fruits of the past, but rather to be circumspect in the future, that those foul passions whereby our family has suffered so grievously may not again be loosed to our undoing.

“Of the origin of the Hound of the Baskervilles there have been many statements, yet as I come in a direct line from Hugo Baskerville, and as I had the story from my father, who also had it from his, I have set it down with all belief that it occurred even as is here set forth. And I would have you believe, my sons, that the same Justice which punishes sin may also most graciously forgive it, and that no ban is so heavy but that by prayer and repentance it may be removed. Learn then from this story not to fear the fruits of the past, but rather to be circumspect in the future, that those foul passions whereby our family has suffered so grievously may not again be loosed to our undoing.

“Know then that in the time of the Great Rebellion (the history of which by the learned Lord Clarendon I most earnestly commend to your attention) this Manor of Baskerville was held by Hugo of that name, nor can it be gainsaid that he was a most wild, profane, and godless man. This, in truth, his neighbours might have pardoned, seeing that saints have never flourished in those parts, but there was in him a certain wanton and cruel humour which made his name a by-word through the West. It chanced that this Hugo came to love (if, indeed, so dark a passion may be known under so bright a name) the daughter of a yeoman who held lands near the Baskerville estate. But the young maiden, being discreet and of good repute, would ever avoid him, for she feared his evil name. So it came to pass that one Michaelmas this Hugo, with five or six of his idle and wicked companions, stole down upon the farm and carried off the maiden, her father and brothers being from home, as he well knew. When they had brought her to the Hall the maiden was placed in an upper chamber, while Hugo and his friends sat down to a long carouse, as was their nightly custom.

“Know then that in the time of the Great Rebellion (the history of which by the learned Lord Clarendon I most earnestly commend to your attention) this Manor of Baskerville was held by Hugo of that name, nor can it be gainsaid that he was a most wild, profane, and godless man. This, in truth, his neighbours might have pardoned, seeing that saints have never flourished in those parts, but there was in him a certain wanton and cruel humour which made his name a by-word through the West. It chanced that this Hugo came to love (if, indeed, so dark a passion may be known under so bright a name) the daughter of a yeoman who held lands near the Baskerville estate. But the young maiden, being discreet and of good repute, would ever avoid him, for she feared his evil name. So it came to pass that one Michaelmas this Hugo, with five or six of his idle and wicked companions, stole down upon the farm and carried off the maiden, her father and brothers being from home, as he well knew. When they had brought her to the Hall the maiden was placed in an upper chamber, while Hugo and his friends sat down to a long carouse, as was their nightly custom.

Yours,

Yours,

Maximilian Arturo

Maximilian Arturo

Letterhead The Writorical letterhead should always be printed on the previously specified paper in order to maintain consistency throughout the business system.

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Envelope The Writorical envelope should always be printed on the previously specified paper in order to maintain consistency throughout the business system.

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Applications The Writorical brand is used across a wide variety of items both in-store and out in the world. Using the brand system appropriately is of utmost importance.


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Wooden Sign The wooden sign hangs out in front of the Writorical store. It adds to the old-style feel of the store, and also lets people know from down the street that they’re getting close.

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Class Brochure This brochure shows customers a listing of classes that are available from the Writorical staff, and also the times and dates they are available. There is a small side tab that is detachable so customers can choose their preferred class and send in information.

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Choose Your Class... 101 East Main Street Midland, MI 48642

101 East Main Street Midland, MI 48642

Writorical is very proud to offer weekly classes for anyone who is looking to further their knowledge of calligraphy or other writing techniques. These classes, offered on weekends, are available for potential calligraphers of all ages, from beginners to the advanced.

Contact Phone Number

Class Calendar 2011 weeks long, and there are five cycles of each class throughout the year. January 15 – February 19

Street Address

Student’s Name

Saturday or Sunday. Each class is six

City, State, Zip

Classes take place once a week, either

April 3 – May 8 June 5 – July 10 August 7 – September 11 October 2 – November 13

Sundays 1:00 - 2:30 pm

Saturdays 3:00 - 4:30 pm

The most advanced of the offered classes. The class

For those just starting out in the world of calligraphy.

explores complex forms of calligraphy all the way

Among the topics discussed are how to correctly hold

back to illuminated manuscripts. General purpose

and use the pen, basic calligraphy alphabets, and how

drawing and writing nibs required; some specialty

to choose the correct pen, nib, or ink. General purpose

nibs also required (discussed in-class).

drawing and writing nibs required.

before the first class.

child’s writing. Felt calligraphy marker provided.

Beginning Calligraphy

Payments must be made at or

Calligraphy as Art

(989)430-2258.

that will add a little bit of classic sophistication to any

General purpose drawing and writing nibs required.

www.writorical.com, or call

writing skills and add some simple forms of flourish

niques. A basic knowledge of calligraphy is assumed.

through the website,

Teaching basic techniques for kids to improve their

along with complicated flourishes and inking tech-

Writorical store, sign-up online

Saturdays 1:00 - 2:30 pm

More complex alphabets are studied in this class,

bring it back to the

Calligraphy for Kids: Ages 10 –15

Sundays 3:00 - 4:30 pm

To register, mark this tab and

Advanced Calligraphy

Register For Classes

January 15 – February 19

April 3 – May 8

And Your Schedule

June 5 – July 10

Calligraphy for Kids

August 7 – September 11

Beginning Calligraphy

Advanced Calligraphy

October 2 – November 13

Calligraphy as Art

Parent’s Name (for kids only)

Weekly Classes

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101 East Main Street Midland, MI 48642

Gift Sets This is just one of the many different gift sets that are sold by Writorical. These are mostly collectors items that, while very functional, serve more of a decorative purpose.

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Storage Tins Writorical sells tims for use to store pen nibs. While there are some that are produced by well-known pen companies, Writorical sells their own brand with the inkwell mark.

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Nib Sleeve Nibs sold within the store and kept in protective sleeves to keep them from getting damaged, and to help label them with the Writorical brand.

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Website The Writorical website serves a few purposes. It gives a little bit of history about the shop, as well as information about what products are sold, where the shop can be found, and the kinds of classes that they offer.

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iPhone App Writorical’s iPhone app is a PenFinder that helps users to find and purchase the pen nib that is perfect for whatever project they might have in mind. Users also have the option to show the end page to an employee in-store, purchase the pen on their iPhone, or order it and pick the pen up later.

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Design Process My design process helps me to get all of my quick ideas out on paper or the screen. The best solution is almost never the first sketch.


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Writorical Brand Identity Manual