Lemon Egg by Matthew Meikle

lemon egg

STANDARDS MANUAL

lemon egg LEM路ON (noun) 1. a small evergreen tree, Citrus limon, widely cultivated in warm and tropical regions, having pale green glossy leaves and edible fruits Related: citric, citrine 2. the yellow oval fruit of this tree, having juicy acidic flesh rich in vitamin C EGG (noun) 1. a body produced by a domestic bird, esp. the hen 2. (oldfashioned) an exclamation of delight

welcome

contents

ANALYSIS 9

SIGNATURE 14

STATIONERY 22

APPLICATION 28

Mission Statement

Clear Space

Letterhead

Promotional Collateral

Lemon Egg Analysis

Minimum Size

Envelope

Shopping Bag

Brand Objective

Signature Variation

Business Card

Price Tag

Competitor Analysis

Signature Misuse

Mailing Label

Website

Competitive Chart

Color Palettes Typeface Selection

Web Promotion

analysis

MISSION STATEMENT LEMON EGG ANALYSIS BRAND OBJECTIVE COMPETITOR ANALYSIS COMPETITIVE CHART

analysis MISSION STATEMENT Lemon Egg is a small company that specializes in collectibles and antiques, and provides its customers with a homegrown and nostalgic atmosphere. Located in historic downtown Petaluma, California, Lemon Egg blends its fresh style with the rich history of the community. Owner Krista Fotou has always loved collecting antiques and feels Lemon Egg will provide its customers with a style that is vintage, but always relevant. LEMON EGG ANALYSIS Krista began Lemon Egg in November, 2009, but did not open the store until March, 2010. She has had a passion of collecting antiques for many years and Lemon Egg is her way of turning her passion into a business. Lemon Eggâ&#x20AC;&#x2122;s goal is to provide its customers with speciality items, such as furniture, accessories, kitchen items, clothing, cards and jewelry,

that can not be found anywhere else. Krista hopes Lemon Egg will combine the nostalgia of her products with the excitement of finding a new treasure to take home. Krista also wants to establish a close relationship with her customers, which range from young adults to adults, and are mostly women. Lemon Egg also puts emphasis on community interaction and involvement in Petaluma. BRAND OBJECTIVE The brand identity for Lemon Egg must establish instant recognition and build trust with its customers. The logo musts be adapted to a variety of sizes and applications while remaining readable and aesthetically pleasing. Composition, color palette and visibility must also be taken into consideration. A logo will remain timeless if it illustrates the quality of the company instead of its current state.

COMPETITIVE ANALYSIS SUMMER COTTAGE ANTIQUES Lemon Egg’s main competitor is the local antique shop Summer Cottage Antiques. This speciality shop offers a wide array of items including furniture, clothing and jewelry. The shop is a collective of 30 different dealers that sell their items on consignment. SACKS HOSPICE & ALPHABET SOUP Sacks Hospice and Alphabet Soup Thrift Store are also located in the downtown shopping area of Petaluma. They sell furniture, clothing and collectibles at reasonable prices. Although these stores do not offer the same shopping experience for the customer, people interested in Lemon Egg would also visit these stores in search of collectibles and antiques. GOODWILL On a national level, Goodwill Industries International Inc. is another thrift store that offers people practical solutions at resonable 10

prices. Goodwill promotes that they “enhance the dignity and quality of life of individuals, families and communities by eliminating barriers to opportunity and helping people in need reach their fullest potential through the power of work.” HEEBEE JEEBEE GENERAL STORE Heebee Jeebee General Store is another local shop in downtown Petaluma that offers everything from novelty gifts to handmade art. Although it is not an antique store, it shares the same style and aesthetic as Lemon Egg. URBAN OUTFITTERS & ANTHROPOLGIE Urban Outfitters and Anthropologie are two mainstream stores that offer the same style and aesthetic as Lemon Egg. Although the products in their home departments are not “found objects” or antiques, they offer a similar approach to their purchasing and marketing.

COMPARATIVE CHART

Summer Cottage

Lemon Egg

logo

type use consistency

type, graphic traditional yes

style & design

typeface focus consistency

script ornamental yes

sans serif, block fresh/clean yes

information & presentation

presentation message consistency

decorative customer friendly yes

playful personalized experience yes

corporate message

message association consitency

vintage, antique variety yes

community, artful treasures yes

signature

CLEAR SPACE MINIMUM SIZE SIGNATURE VARIATION SIGNATURE MISUSE COLOR PALETTES TYPEFACE SELECTION

signature THE SIGNATURE The Lemon Egg signature blends a playful vintage style with a fresh graphic approach. Inspired by Petalumaâ&#x20AC;&#x2122;s rich history and prospering community, the signature reflects vintage packaging. The brand identity includes a distinct icon and monogram to accompany the signature. The awning stripe patterns can also accompany the signature on items like the stationery and website. Overall, the brand should reflect that Lemon Egg embraces the old and new aspects of the community while providing its customers with a personalized shopping experience.

signature

brandmark

pattern

CLEAR SPACE In order to set it off from other elements, the signature should always be surrounded by an adequate amount of clear space. The dotted outline surrounding the signature above indicates the minimum amount of clear space that must surround the signature in all applications. No other element may be present within this space. This includes type, illustrations, photos or the edge of the surface on which the signature is displayed. Any exceptions require approval prior to use. Minimum clear space is specified in units of “X.” In this signature, X equals the height of the “O” in Lemon Egg.

.75 x

x x

.75 x

.5 x

MINIMUM SIZE As the signature becomes smaller, it also becomes more difficult to read and recognize. The minimum allowable size is shown below. Less detailed types of reproduction (e.g., newspapers or screen-printing) may require larger sizes. 1.5 inches 15

SIGNATURE VARIATION The signature is always reproduced from approved reproduction artwork. The signature should never be constructed or redrawn. However, in certain approved circumstances, it may be necessary to recreate the signature (e.g., signs). In the event that construction is necessary and pre-approved, the following example shows the relative sizes and placement of signature components. Placement is specified in units of â&#x20AC;&#x153;X.â&#x20AC;? The minimum size should be no more smaller than .75 inches wide.

.5 x

variation of logotype

SIGNATURE MISUSE The following examples illustrate incorrect use of the signature, brandmark and logotype. These examples highlight common errors, but do not include all possible mistakes. Always use the signature as outlined in the manual.

THREE-COLOR PALETTE Use this three color palette whenever possible. If a two-color reproduction is being used, only use Turquoise and Mustard. ONE-COLOR SIGNATURE Use this version whenever three-color reproduction is not possible. The entire signature prints in one color (Black or Metal) as long as it is clearly visible. Background is white or a light, neutral color. COLOR REPRODUCTION All colors specified throughout this manual are referred to as Lemon Egg colors. Equivalent matches using other color-matching systems (e.g., Pantone速 and CMYK) are given. These equivalent specifications may need to be modified to adjust for production variations.

Turquoise PANTONE 325 U CYMK (56 / 0 / 26 / 0) RGB (103 / 200 / 198)

Coral PANTONE 1575 U CYMK (0 / 48 / 72 / 0) RGB (248 / 158 / 89)

Black PANTONE Black U CYMK (40 / 40 / 40 / 100) RGB (0 / 0 / 0)

Mustard PANTONE 124 U CYMK (0 / 28 / 100 / 6) RGB (238 / 178 / 17)

Metal PANTONE Cool Gray 11 U CYMK (0 / 2 / 0 / 68) RGB (113 / 112 / 116)

COLOR SYSTEM Lemon Egg has developed a comprehensive color system to help establish a consistent look and feel across a broad range of implementation materials. This color system consists of three separate color palettes. Each of these palettes has been designed to reinforce specific emotive values associated with our products and services. The three palettes are extremely flexible, and can be applied in a variety of ways to unify families of materials, such as brochures. Try to use these suggested colors whenever possible.

Aqua PANTONE 331 U CYMK (24 / 0 / 16 / 0) RGB (193 / 228 / 218)

Silver PANTONE Cool Gray 7 U CYMK (0 / 0 / 0 / 37) RGB (174 / 176 / 178)

Lime PANTONE 397 U CYMK (10 / 0 / 100 / 11) RGB (212 / 209 / 15)

Teal PANTONE 3275 U CYMK (95 / 0 / 40 / 0) RGB (0 / 172 / 161)

Rust PANTONE 1615 U CYMK (0 / 56 / 100 / 43) RGB (156 / 87 / 8)

Tartan PANTONE 316 U CYMK (100 / 0 / 27 / 68) RGB (0 / 79 / 90)

TYPEFACE SELECTION To help establish a consistent look and feel across a broad range of implementation materials, two type families have been selected for use on all media. They are called Museo 100 and Gothic520. Together they provide for a great deal of versatility. Specimens of the most commonly used typefaces within these families are shown. All fonts used should match the samples shown on these pages. Do not substitute other typefaces in place of those specified. Never scale, condense, expand or otherwise modify any existing letterforms. If special circumstances require the use of other typefaces, contact the Design Department for approval.

MUSEO 100

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 GOTHIC520

abcdefghijklm nopqrstuvwxyz A BCDE FGHIJK LM NOPQRSTUV WXYZ 1234567890

stationery

LETTERHEAD ENVELOPE BUSINESS CARD MAILING LABEL

stationery LETTERHEAD Letterhead must use the same basic layout, colors and type specifications. All letterhead are reproduced using the specifications given below, and in approved templates. SPECIFICATIONS Size: Letter (11â&#x20AC;? x 8.5â&#x20AC;?) Stock: Strathmore Ultimate White Text, 28# Ink: Turquoise (Pantone 325 U) and Mustard (Pantone 124 U) Print Method: Two-color Offset Lithography Fonts: Museo 100 and Gothic520

ENVELOPE Standard Envelopes must use the same basic layout, colors and type specifications. Envelopes are reproduced using the specifications given below, and in approved templates. SPECIFICATIONS Size: No. 10 Policy (4.125” x 9.25”) Envelope Stock: Waste Note Paper Pool (No. 10 Policy) Label Stock: Strathmore Ultimate White Label, 70# Ink: Turquoise (Pantone 325 U) and Mustard (Pantone 124 U) Print Method: One-color Offset Lithography Fonts: Museo 100 and Gothic520

BUSINESS CARD Business cards must use the same basic layout, colors and type specifications. Business cards are reproduced using the specifications given below, and in approved templates. SPECIFICATIONS Size: 2.5â&#x20AC;? x 3.5â&#x20AC;? Stock: Strathmore Platinum White Cover, 130# Ink: Turquoise (Pantone 325 U) and Mustard (Pantone 124 U) Print Method: Two-color Offset Lithography Fonts: Museo 100 and Gothic520

MAILING LABEL Mailing Labels must use the same basic layout, colors and type specifications. Labels are reproduced using the specifications given below, and in approved templates. SPECIFICATIONS Size: 4.25â&#x20AC;? x 5.5â&#x20AC;? Stock: Strathmore Ultimate White Label, 70 # Ink: Turquoise (Pantone 325 U) and Mustard (Pantone 124 U) Print Method: Two-color Offset Lithography Fonts: Museo 100 and Gothic520

application

PRICE TAG SHOPPING BAG WEBSITE WEB PROMOTION PROMOTIONAL COLLATERAL

application PRICE TAG Price tags must use the same basic layout, colors and type specifications. Tags are reproduced using the specifications given below, and in approved templates. SPECIFICATIONS Size: 2.25” x 4.75” Stock: Manila Ink: Turquoise (Pantone 325 U) and Mustard (Pantone 124 U) Print Method: Two-Color Offset Lithography Fonts: Museo 100 and Gothic520

LEMON EGG

SHOPPING BAG Shopping Bags must use the same basic layout, colors and type specifications. Bags are reproduced using the specifications given below, and in approved templates. SPECIFICATIONS Size: 8” x 4.75” x 10.5” Stock: Kraft Ink: Turquoise (Pantone 325 U) and Mustard (Pantone 124 U) Print Method: Two-Color Offset Lithography Fonts: Museo 100 and Gothic520

WEBSITE (HOMEPAGE) Following the branding guidelines, use approved fonts and RGB color palette. Do not distort images or logos. Maintain a style that is consistent to Lemon Egg’s brand. SPECIFICATIONS Colors: Turquoise (RGB: 103 / 200 / 198) and Mustard (RGB: 238 / 178 / 17) Fonts: Museo 100, Gothic520, News 701 BT and Trade Gothic Light (substitute standard sans serif if necessary) Images: Use only approved images

Welcome to LEMON EGG

LEMON EGG

HOME

ABOUT

EVENTS

CONNECT

welcome! Lemon Egg is an independent boutique based in Petaluma, California. In our shop you’ll find unique antiques, collectibles, handmade goodies, fun accessories and other wonderful items that you can’t live without. It is our quest to seek and share items that are distinctive and break the rules, making Lemon Egg far from your average antique shop.

all dishware, linens & table cloths

25% off august 1 to the 31, 2010

INSPIRATION

WEBSITE (INTERIOR PAGE) Following the branding guidelines, use approved fonts and RGB color palette. Do not distort images or logos. Maintain a style that is consistent to Lemon Egg’s brand. SPECIFICATIONS Colors: Turquoise (RGB: 103 / 200 / 198) and Mustard (RGB: 238 / 178 / 17) Fonts: Museo 100, Gothic520, News 701 BT and Trade Gothic Light (substitute standard sans serif if necessary) Images: Use only approved images

Welcome to LEMON EGG

LEMON EGG

HOME

ABOUT

EVENTS

CONNECT

INSPIRATION

don’t be stranger give us a ring {t} 707.776.1476 pay us a visit 325 Kentucky Street Petaluma, California 94952 USA send us a message infor@lemonegg.com follow us on facebook &

twitter

find us with

all dishware, linens & table cloths

25% off august 1 to the 31, 2010

WEB PROMOTION (TWITTER) Following the branding guidelines, use approved fonts and RGB color palette. Do not distort images or logos. Maintain a style that is consistent to Lemon Egg’s brand.

LEMONEGG on Twitter

Home Profile Find People Setting Help Sign Out

Name: Krista Fotou

LemonEgg

SPECIFICATIONS Colors: Turquoise (RGB: 103 / 200 / 198) and Mustard (RGB: 238 / 178 / 17) Fonts: Museo 100, Gothic520, News 701 BT and Trade Gothic Light (substitute standard sans serif if necessary) Images: Use only approved images

Location: Petaluma

Web: http://lemonegg.com

Bio: Lemon Egg is a place to discover antiques and curiosities.

LEMON EGG

50 following

Check out Kate Austin’s beautiful art on display for the month of August

47 followers

18 listed

Tweets Favorites Following

6:44 PM Aug 6th from web

EXTENDED HOURS this weekend for RIVERTOWN REVIVAL! 9:00 am - 6:00 pm 9:59 AM Aug 5th from web

RIVETOWN REVIVAL- This weekend (August 6, 7 & 8) 8:31 AM Aug 3rd from web

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Loving vintage linens

RSS feed of LemonEggs’s tweets

11:41 PM Jul 28th from web

NEW ARRIVALS! We just found the sweetest set of Russian stacking dolls! 6:17 PM Jul 18th from web

About Us

Contact

Blog

Status

Goodies

API

Business

Help

Jobs

Terms

Privacy

PROMOTIONAL COLLATERAL Promotional collateral pieces are reproduced using the specifications given below, and in approved templates. SPECIFICATIONS Size: A2 (4.55” x 5.5”) Stock: Strathmore Cream White Cover, 130 # Envelope Stock: Waste Not Paper Pool (A2) Ink: Turquoise (Pantone 325 U), Mustard (Pantone 124 U) and Coral (Pantone 1575 U) Print Method: Three-Color Offset Lithography Fonts: Museo 100, Gothic520 and News 701 BT Embellishment: .5” Rounded Corners

LEMON EGG PROUDLY PRESENTS

a summer sale 25% off all dishware, linens & table cloths august 1 to the 31, 2010