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BRAND GUIDELINES


CONTENTS

3

MISSION STATEMENT

4

LOGO SPECIFICATIONS

8

COLOR

10

TYPOGRAPHY

12

PHOTOGRAPHY

16

SIGNAGE

18

BRAND APPLICATIONS

24

COMMUNICATION MATERIALS

1


MISSION STATEMENT

The vision to dress the world in organic, fair trade style was founded over twenty years ago by our founder, Rebecca Cody. In 1993, Rebecca traveled to Peru and encountered the country’s rich culture and the priceless beauty created by its local artisans. She returned to the U.S. with a vision to pioneer a new business model that would invite all of us to honor people and our environment. Rebecca has created a scalable artisan network through the Patrón Earth clothing line that reflects a commitment to sustainability and socially responsible actions. This network weaves together artisans from around the world, the employees of Patrón Earth, and most importantly, our customers. Patrón Earth’s three founding principles have helped pave the path for the eco fashion trends of today. We are committed to supporting and preserving fair trade wages and artisan cooperatives, investing in natural, organic fibers and environmentally-friendly dyes, and spreading the beauty of handmade and sustainable style around the world.

3


CORRECT LOGO SPECIFICATIONS

Our word mark and leaf glyph make up the official Patr贸n Earth logo, which should be used on all communications and promotional materials.

4

The leaf glyph may be used alone in mobile and web applications and icons, or if space is limited.


The logo should placed on a white or light background whenever possible. If the logo must be placed on a dark background, the word mark and glyph should both be white.

The grayscale Patr贸n Earth logo is to be used only when color is not an option.

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INCORRECT LOGO MODIFICATIONS

Do not add any effects to the logo, such as outlines, glows, or drop shadows.

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Do not use any unofficial colors, gradients, textures, or patterns in the logo.

Do not place the logo in front of any complex textures, patterns, or backgrounds.


Do not unproportionately scale or stretch the logo.

Do not alter the placement or orientation of the word mark and glyph.

Do not place any words or graphics in front of the logo.

7


COLOR PALETTE Our color palette, consisting of crimson, black, and white, is simple and beautiful. It represents our passion in both the environment and our brand. The consistent use of our color palette defines our unique identity. It should be used on all communications and promotional materials.

CMYK: 35 100 16 10 RGB: 159 34 78 HEX: #9F224E PANTONE 7420 C

CMYK: 0 0 0 100 RGB: 0 0 0 HEX: #000000 PANTONE Black 6 C

CMYK: 0 0 0 0 RGB: 255 255 255 HEX: #FFFFFF PANTONE 11-0601 TCX Bright White

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GRAYSCALE PALETTE Our grayscale palette, consisting of 45%, 25%, and 10% black, enables flexibility and variety in design. It may be used in conjunction with our color palette, or in cases when color is not an option.

CMYK: 0 0 0 45 RGB: 157 159 162 HEX: #9D9FA2 PANTONE Cool Gray 7 C

CMYK: 0 0 0 25 RGB: 199 200 202 HEX: #C7C8CA PANTONE Cool Gray 3 C

CMYK: 0 0 0 10 RGB: 230 231 232 HEX: #E6E7E8 PANTONE Cool Gray 1 C

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PRINT TYPOGRAPHY

Caviar Dreams

Gill Sans Light

Aa Bb Cc Aa Bb Cc

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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9

Caviar Dreams is a stylish, modern typeface, making it a perfect fit for print headlines.

With its classic, clean beauty, Gill Sans Light is our preferred typeface for body copy.


WEB TYPOGRAPHY

Gill Sans Regular

Century Gothic

Aa Bb Cc Aa Bb Cc Aa Bb Cc Dd Ii Jj Kk Ll Mm Rr Ss Tt Uu Vv 0 1 2 3 4

Ee Ff Gg Hh Nn Oo Pp Qq Ww Xx Yy Zz 5 6 7 8 9

Gill Sans Regular is a trendy typeface used throughout our website.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 Century Gothic is a light option used throughout our website and in our mobile applications.

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MODEL PHOTOGRAPHY Photography is a key element in our brand’s identity. All photos used in promotional materials, and print, web, and in-store communications must be official photography provided by our Marketing and Creative Teams. We always photograph models wearing our clothing outdoors; after all, our brand was born from love of the environment. We utilize soft, natural light against unique locations. Because the earth is unrestricted, ever-changing, and pure, our models’ bodies and faces are never posed or staged, nor do our models wear heavy makeup or elaborate hairstyles. Our logo can always be found on our official photos in one of their four corners.

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INCORRECT MODEL PHOTOGRAPHY Our official photos will never show models indoors in harsh or dim lighting or against backdrops. Our models are never stiffly posed, nor are their bodies the main focus of our photos. Our models are never shown wearing plastic, leather, latex, or other mass-produced materials. Our models do not wear heavy makeup, nor is their hair elaborately styled. The Patr贸n Earth logo must always be shown in our photographs.

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APPAREL PHOTOGRAPHY As with model photography, photos of our apparel are perhaps some of the most important elements in promotional materials and in print, web, and instore communications. Like our model photography, apparel photography must be official photography provided by our Marketing and Creative Teams. We love to emphasize the handmade nature of our clothing, which is why extreme close-ups of our materials are the focus of our apparel photographs. Our unique stitching and threading techniques are emphasized with natural folds and shadows.

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INCORRECT APPAREL PHOTOGRAPHY When our clothing is photographed, the article must take up all space in the photo; no seams or obvious ends of items can be shown. We want our handmade items to look as natural as possible, which is why our apparel photos will never show items laid flat with no shadows or folds.

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STANDALONE AND RENTED SPACE SIGNAGE Whether customers visit our standalone stores, a rented space in a shopping mall, or an authorized retailer, they will be greeted with our professional identity before they step onto a sales floor. Our standalone stores and rented spaces have wood exteriors, which shows our love of the environment right away. Our logo protruding out of the woodgrain serves as our main signage outside of our stores.

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AUTHORIZED RETAILER SIGNAGE We require our authorized retailers to advertise our brand in their store windows using an approved vinyl sticker. All attempts should be made to isolate our logo on windows. If space is limited, there must be whitespace between our logo and adjacent elements.

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APPAREL TAGS Our clothing tags are made out of 100% recycled materials and are 100% biodegradable. Because of this, we use two tags to label our apparel. The back tag features our leaf pattern, and the front tag features our glyph and word mark. This tag, along with our button envelopes, are the only special cases where the seperation of our word mark and glyph are acceptable.

18


GIFT CARDS, BOXES, APPAREL ENVELOPES Patr贸n Earth gift cards come in a wide variety of styles and range from $25 to $500 values. Apparel envelopes, containing extra thread and buttons, appear similar to our apparel tags and feature our word mark and leaf glyph. Boxes donning our leaf glyph are only available for our delicate jewelry pieces such as small necklaces, bracelets, rings, and earrings.

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SHOPPING BAGS: SIGNATURE DESIGN Our logo can be found throughout our stores. A prominent location where customers can always find our logo is on the front of our trademark 100% biodegradable shopping bags, which are available the entire year.

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SHOPPING BAGS: SEASONAL DESIGN Our seasonal shopping bags, featuring our beautiful leaf pattern, are debuted every year in mid-November and are available through late January for our most profitable months. Customers can leave our stores and arrive at their special holiday occassions without the worry of gift-wrapping, saving time, money, and extra materials that would otherwise be thrown away.

21


TEAM MEMBER TEES Our employee’s uniform t-shirts reflect our devotion to handmade clothing and the environment, as they are individually hand-crafted by Peruvian artisans. They feature our logo against crimson cotton, and are 100% biodegradable.

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IN-STORE PLAYLIST VINYL RECORD Our in-store music playlists are available for purchase as vinyl records, and are debuted four times per year. For every $50 that is spent on our in-store playlist records, Patr贸n Earth will donate 15% of the proceeds to our artisans and their families in Peru.

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COMMUNICATION MATERIALS Official Patr贸n Earth business cards, envelopes, and letterheads are available for company heads and store managers. These items are provided by our corporate offices and must be used when communicating in writing with others regarding our brand in any way.

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These communicative materials feature our leaf glyph pattern. Our envelope and letterhead contrast the crimson with a clean, white face, while our business cards have a 10% black front to provide contrast against our larger printed items. To uphold quality, these items will be shipped in limited quantities only upon written and approved request. Do not, under any circumstances, attempt to recreate or print these materials in a home office or printing center.

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Patrón Earth Brand Guideline Book