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STANDARDS MANUAL


TABLE OF CONTENTS History Target Audience Logo Variations (Black and White) Logo Clear Space Color Palette Approved Logo Options Improper Logo Usage Type Family Letterhead System Ad Concepts Products Store Front

1 2 3 5 7 8 9 10 11 13 15 17


HISTORY Verve is proud to be recognized nationally as a potential leader in tabletop fashion in dinnerware. Quality and great design are synonymous with the Verve brand. Mariah Gasswint founded Verve in the state of Kansas in 2010. It was not until moving to Chicago that the company really took off. Verve grew into a dinnerware wholesaler over the next thirteen years supplying dinnerware to Bloomingdales, Macy’s, and other fine retailers. Verve has plans to continue the growth of its retail division throughout the United States.

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TARGET AUDIENCE

Verve aims to create sophisticated dinnerware by pairing modern dishes with sharp patterning. Verve targets men and women ages 25-40, upper middle class to wealthy socioeconomic status, fashionable, and brand conscious.

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LOGO VARIATIONS (BLACK AND WHITE)

Black version

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White version

4


LOGO CLEAR SPACE

The clear space around the logo must be the same width as the “V” when turned on its side. This means that when the size of the logo is increased or decreased the “V” will always be in proportion to the logo thus giving the right amount of space for each specific size. Logo must never be stretched or distorted.

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6


COLOR PALATTE

C: M: Y: K:

0 0 0 0

C: M: Y: K:

0 0 0 26

C: M: Y: K:

0 0 0 61

C: M: Y: K:

0 79 100 0

C: M: Y: K:

0 0 0 100

R: G: B:

255 255 255

R: G: B:

196 198 200

R: G: B:

126 128 131

R: G: B:

241 93 34

R: G: B:

0 0 0

PMS: 7

11-0601

PMS:

421 C

PMS:

424 C

PMS:

179 C

PMS:

BLACK C


APPROVED LOGO OPTIONS

White on Black

White on Poppy

White on Gray 8


IMPROPER LOGO USAGE Logo may only be used in approved color options previously listed for the fall 2013 collection.

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TYPE FAMILY Futura Std Book AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 0123456789!@#$%^&*() Helvetica Neue Ultra Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoOpQqRrSsTtUuVvWwXxYyZz 0123456789!@#$%^&*() Helvetica Neue Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoOpQqRrSsTtUuVvWwXxYyZz 0123456789!@#$%^&*()

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LETTERHEAD SYSTEM Shown actual size

555 W MONROE CHICAGO, IL 60604 312.596.5286 VERVE.COM

MARIAH GASSWINT

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555 W MONROE CHICAGO, IL 60604 312.596.5286 VERVE.COM

MARIAH GASSWINT


ENVELOPES Actual size 9” by 4.125”

MARIAH GASSWINT 555 W MONROE CHICAGO, IL 60604

MARIAH GASSWINT 555 W MONROE CHICAGO, IL 60604

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LETTERHEAD 312.596.5286 555 W MONROE CHICAGO, IL, 60604 CONTACT@VERVE.COM VERVE.COM

312.596.5286 555 W MONROE CHICAGO, IL 60604 CONTACT@VERVE.COM VERVE.COM

Actual size 8.5” by 11”

November 17, 2013

November 17, 2013

Daniel Warner 201 Willard Hall Manhattan, KS 66502

Daniel Warner 201 Willard Hall Manhattan, KS 66502

Dear Mr. Daniel Warner:

Dear Mr. Daniel Warner:

MAKE A STATEMENT.

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MAKE A STATEMENT.


AD CONCEPTS

MAKE A STATEM ENT.

BYE BYE

BORING! 14


PRODUCTS The fall collection features a square shape, with a subtle sloping wall and flat, clean silhouette. This uniquely sleek and contemporary dinnerware has the ability to coordinate with any home decor or can be an amazing statement piece. These plates are versatile enough for everyday use or are great for special dining occasions with the colors available. Crafted of fine bone china, Verve is top notch in quality, look, and design. Four piece place setting includes a 10.75 inch dinner plate, 8.75 inch salad plate, 9.25 x 8 inch (16 ounce) soup bowl and 13 ounce mug.

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16


STORE FRONT

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MAKE A STATEMENT.

Verve Standards Manual  
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