BRAND GUIDELINES Anvil Marketing Co Branding Guidelines 2023
OUR COMPANY We are a boutique marketing agency located in The Village of West Greenville, an arts district. We are a small group of Creatives that specialize in making your brand stand out.
INSIDE THIS GUIDE Our brand guidelines explain how to use our visual identity with confidence and clarity. They have been designed to ensure consistency within our brand, helping to create strong, recognizable, and innovative communications.
NEED MORE? anvilmarketingco.com 864.xxx.xxxx info@anvilmarketingco.com xxxx Pendleton Street Greenville, SC 29611
Anvil Marketing Co Office photo by Justin Stapp
TABLE OF CONTENTS
01 | THE DETAILS
1
What We Believe Our Values 02 | THE LOGO
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The Logo Structure & Spacing Primary Logo Secondary Logo Brandmark & Wordmark 03 | THE COLORS
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Primary & Secondary Colors Brand Color Usage 04 | THE TYPOGRAPHY
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Primary, Secondary, & Accent Typefaces 05 | THE SOCIAL
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Social Media Usage 06 | THE LOOK & FEEL
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THE DETAILS
LET’S HAMMER OUT THE DETAILS We are a dynamic full-service marketing agency that provides a uniquely personalized boutique marketing experience.
Mission: Always “Strike While The Iron’s Hot” and ignite our clients’ full potential through our strategic and creative marketing solutions. VIsion: Specialize in forging solid brands and driving consistent results for our clients.
OUR VALUES Our values define our identity, the choices we make with our clients and within our own company, and what drives us.
DEDICATED We dedicate ourselves to our goals, our team, and our clients. We strive to be customer-centric and have our clients’ success be the center of everything we do. We make sure the job is done, and done well. We support our teammates, asking how we can help both in and out of the office.
BOLD We have courage and confidence. We know what works and when to push the boundaries. We are change-makers and take action despite the risks, allowing us to gain and share the rewards. We aren’t afraid to fail and look at setbacks as challenges to overcome.
CURIOUS We’re great at what we do, but we remain curious and continue to learn and make ourselves better. We ask questions and find answers. We look for ways to generate new ideas and bring excitement into our lives. It allows us to step out of the box.
HONORABLE MENTIONS
Humble Inclusive Collaborative Supportive
CREATIVE We celebrate creativity and aim to enrich our community, ourselves, and our clients. Being creative keeps us motivated and fun. Creativity fuels positive emotions that we pass on.
THE LOGO
BEHIND THE LOGO Historically the anvil was used to forge and shape metal. The type of anvil we chose is a modern, luxury design and allows for more customized work. 16 points
9 points
The balance and shape of our logo portrays our balance and strength as the foundation for our cilents’ brand identities and success.
49 points
USAGE
Please don’t modify the logo or logo marks, or use them in a confusing way, including suggesting sponsorship or endorsement by Anvil Marketing Co, or in a way that confuses us with another brand (including your own). If you are unsure, please feel free to contact us at info@anvilmarketingco.com.
45 points
18 points
Having a structure for size and spaces helps us maintain our visual consistency for use. Always resize proportionally. Never stretch or alter the logo in any way. To make sure our logo is able to be clearly seen, we require a safety zone around the borders equal to 1/3” on the primary logo, and 1/2” on the icon and secondary logo.
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STRUCTURE & SPACING
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1/3
1/2
1/2
ET ET VENIENI
Do
ET ET VENIENI
Don't
PRIMARY LOGO The classic. We use our primary colors, keeping it clean, simple, and straightforward. A full gray or knockout version may be used when production limits the use of color or the logo needs to appear on a darker or lighter background.
SECONDARY LOGO The stacked logo is used when horizontal space is limited, such as a square or narrow area. It can be used in it’s full color set, all gray, or as a knockout.
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Your Story
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Anvil Marketing Co.
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BRAND MARK A brand mark is a symbol, icon, or image representing a brand. It is a simplified, easily identifiable logo option. In our case, it’s the anvil. It can be used alone or as a knockout when placed on a dark background.
WORDMARK A word mark is text-only typographic treatment of the brand’s name. It can be used alone or as a knockout when placed on a dark background.
ART PROOF
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k-up is approximate and does not reflect actual size. colors represented in this image are approximate, no two monitors or prints are alike. Printed colors may vary slightly on finished products based on base product substrates and materials. EC Printing Solutions cannot rantee exact color matching. igns on this page are the property of EC Printing Solutions. Any unauthorized reproduction or distribution of this copyrighted work is illegal.
THE COLORS
EMBER ORANGE
IRON GRAY
PRIMARY COLORS
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# 40403e
Color evokes feeling and incites emotion. The meanings behind our color choices is how we want to be portrayed and perceived.
R 201 G 107 B 73
C M Y K
16 67 77 3
R 51 G 50 B 52
C M Y K
70 65 61 58
Black is powerful, sophisticated, edgy, luxurious and modern. Orange is invigorating and evokes energy, while a darker orange is reminiscent of fire and flames. Dark Gray is a neutral and balanced color, evening out our playful and serious sides to bring a sophisticated level of customer service to each client.
BLACK SMOKE # 333234
SECONDARY COLORS Secondary colors are used sparingly. They help achieve hierarchy, break up block copy, or call out specific areas. Dark Blue can add a level of professionalism and sophistication. Blue is associated with open spaces, intuition, imagination, expansiveness, inspiration, and sensitivity. Off white is a subtle color. It reflects sophistication, elegance, and regality.
BLUE BLAZE # 48616b
R 74 G 79 B 84
C M Y K
69 59 52 33
PANTONE OPTIONS FOR PRINT Pantone 7618 C Pantone 447 C Pantone P 179-15 C Pantone 548 U
MISTY WHITE # f3ede9
R 64 G 64 B 62
C M Y K
67 60 62 48
R 243 G 237 B 233
C M Y K
3.59 4.95 5.8 0
*NOTE - These are darker - get approval before providing for print
BRAND COLOR USAGE This is an example of how these colors can work together. Using our Misty White instead of regular white gives the text a softer look, while the use of Blue Blaze calls your attention to specific sections.
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BIG NEWS! Ut dunt dolo tor rem reicidem ex ea cus eum volupta tiusdae volorerunto volesto inctaspel maxim faccae earupta tquatem harchit aspersp eribusant que cus, omnihic te mos quaes nis eles erum, in estiorecatur miliqui
THE TYPOGRAPHY
PRIMARY TYPEFACE For our primary font we chose Montserrat. A strong, bold, and modern sans serif that reflects our foundation. Sans serif fonts inspire honesty and simplicity, while modern fonts project intelligence and forward-thinking. Headlines use the Black variation in all caps with kearning set at 25.
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Montserrat (Black Medium, Bold) The quick brown fox jumps over the lazy dog 1234567890
The Bold variation is used for subheads, and the Medium variation is used for short body copy, other call-outs, or when a thicker text font is needed for legibility.
SECONDARY TYPEFACE We use Cardo typeface for long body copy, which is easier to read over an extended space. It has a classic overall look and also contains features that are required for high-quality typography, such as ligatures and true small-capitals. This makes it a great complementary font.
ACCENT TYPEFACE For our accent font we chose The Signature. Handwritten fonts give the “human” element to designs where they appear. They provide a personalized feel and can be great for adding that additional touch to pull the design together.
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Cardo (Regular, Bold) The quick brown fox jumps over the lazy dog 1234567890
The Signature The quick brown fox jumps over the lazy dog
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Make Connections By Storytelling
Creativity is our passion!
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THE SOCIAL
SOCIAL MEDIA USAGE Make sure the file is sized appropriately for the specific platform for the logo to appear crisp and clear. Use the dark or light Brand Mark for social media profile images. Our social media is bold, modern, fun, and eye-catching.
PROFILE IMAGE SIZES
Anvil Marketing
320 x 320
76
Posts
400 x 400 400 x 400 170 x 170
Anvil Marketing Co. Greenville, SC Your new botique agency. Edit Profile
600 x 600 Story Highlights
800 x 800
757
Followers
568
Following
HELLO.
WE’VE GOT SOME IRONS IN THE FIRE.
YOUR NEW BOUTIQUE MARKETING AGENCY
WE’RE ANVIL.
WE’RE PRETTY HOT. (OR AT LEAST OUR MARKETING IS.)
WE HELP YOU
STAND OUT
GREENVILLE, SC
THE LOOK & FEEL
HOW DO WE LOOK? We use moody, well composed imagery, minimilistic design, and a modern look to keep our designs fresh, modern, and luxurious. We also love what we do, so we have fun and want that to show in our final products.
SHOT LIST
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CLIENT: CONTACT: DATE: LOCATION:
ENTERTAINING
MOODY LUXURIOUS
MODERN
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FRESH
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