Love Your Melon Brand Guidelines

LOVE YOUR MELON BRAND GUIDELINES

OUR MISSION

Love Your Melon is an apparel brand dedicated to giving a hat to every child battling cancer as well as supporting nonprofit organizations who lead the fight against pediatric cancer. Fifty percent of profit from the sale of all Love Your Melon products is given to Love Your Melon’s nonprofit partners in the fight against pediatric cancer.

TABLE OF CONTENTS

Prima other certai

VISUAL IDENTITY Logos

7-8

Minimum Sizes

9 - 10

Clear Space

11 - 12

Improper Logo Usage

13 - 14

Additional Brand Elements

15 - 16

Iconography

17 - 18

Web Elements

19 - 20

TYPOGRAPHY GUIDELINES Primary Typeface

23 - 24

Secondary Typeface

25 - 26

COLOR PALETTE Primary and Secondary Colors

29 - 30

IMAGERY GUIDELINES Appropriate Imagery Use

33 - 34

VERBAL IDENTITY Voice

37 - 38

Style

39 - 40

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 circular logo is monochromatic, and can be filled with navy, gray, red or white.

The horizontal script logo can be full-color in either navy or gray, or filled with navy, gray or white. Note that the heart can be red only when the rest of the logo is navy.

The lym cursive logo is monochromatic, and can be filled with navy, gray or white.

The stacked logo is only to be used on and in the development of products.

Love Your Melon Brand Guidelines

8

Circular Logo

Horizontal Script Logo

LYM Cursive Logo

Stacked 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

Circular Logo

10mm

Horizontal Script Logo

25mm

LYM Cursive Logo

10mm

Stacked 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

Circular Logo

1/4X

X

1/4X

Horizontal Script Logo

1/2X

X 1/2X

LYM Cursive Logo

1/4X

X

1/4X

Stacked 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 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

Knit Pattern

LYM Heart

LYM Beanie

Additional Brand Elements

17

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

18

!

Iconography

19

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.

When using these elements in print, maintain the proper ratios.

Love Your Melon Brand Guidelines

20

Primary Buttons

Secondary Buttons

ADD TO CART

Font: Montserrat Medium 16px Border Radius: 2px Height: 50px Padding-top: 15px Padding-bottom: 16px Padding-left: 36px Padding-right: 36px

CANCEL

Font: Montserrat Medium 16px Border: 2px, solid Border Radius: 2px Height: 50px Padding-top: 15px Padding-bottom: 16px Padding-left: 36px Padding-right: 36px

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

TYPOGRAPHY GUIDELINES

23

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

24

Hero Image Titles

LOVE YOUR MELON Font: Montserrat Bold 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

Alternative Titles

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

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

Primary Typeface

25

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

26

Paragraph Titles

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

Paragraphs

Love Your Melon is an apparel brand dedicated to giving a hat to every child battling cancer as well as supporting nonprofit organizations who lead the fight against pediatric cancer. Fifty percent of profit from the sale of all Love Your Melon products is given to Love Your Melon’s nonprofit partners in the fight against pediatric cancer.

Font: Circular Std Book Tracking: 10 Leading: 166%

Secondary Typeface

COLOR PALETTE

29

PRIMARY AND SECONDARY COLORS 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

30

Primary Colors

PMS: 032C CMYK: 0, 80, 75, 03 Hex: #F7323F

PMS: 2965C CMYK: 89, 41, 00, 67 Hex: #093255

PMS: 445C CMYK: 17, 07, 00, 67 Hex: #464E54

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

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

Secondary Colors

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

PMS: 284C CMYK: 53, 25, 0, 11 Hex: #6CACE4

Color Palette

IMAGERY GUIDELINES

33

APPROPRIATE IMAGERY USE Our imagery is a direct reflection of the Love Your Melon brand identity. All images must be consistent with the brand, its voice and its values. Through our imagery, we strive to portray a lifestyle that is relatable, refreshing and positive.

All images must: • Maintain the highest standard of quality, resolution and technical proficiency • Be clean and bright, generally using bold colors and rich tones • Portray energy and enthusiasm for the brand and its cause • Respect the subject(s) of the image(s), especially children and their families • Emphasize hope and strength rather than hopelessness or tragedy • Refrain from using children battling cancer in direct correlation with a “Shop Now” button • Portray current products and events, genuine moments and relatable situations

Love Your Melon Brand Guidelines

34

Imagery Guidelines

VERBAL IDENTITY

37

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

38

Respectful 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 undergoing cancer treatment” • “Children who received a cancer diagnosis” Uphold every child and family’s dignity. We always ask ourselves: “would the child or 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

39

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

Love Your Melon Brand Guidelines

40

Mechanics Use a dollar sign before a monetary amount in numeric form • $4.6 million Do not use a dollar sign when spelling out a monetary amount • One million dollars In list format, do not use end punctuation - if there are two separate thoughts within a bullet point, separate them with a dash

Writing about Love Your Melon When abbreviating, use “LYM” rather than “lym” Capitalize “Love Your Melon,” “Campus Crew Members” and the “Love Your Melon Fund” The word “the” should precede any proper noun in paragraph form The word “give” should always be used in place of “donate” in all past and present forms of the word • Love Your Melon gives/has given 50 percent of profit to nonprofit partners

Grammar • Use Associated Press (AP) style • Avoid slang and acronyms • Use active voice when possible

Style

© LOVE YOUR MELON 2018