BRAND GUIDE
REMEMBER
TO SMILE
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TABLE OF
CONTENTS DEFINING THE BRAND
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RESEARCH
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LOGO STANDARDS
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BRAND COLORS
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TYPOGRAPHY
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STATIONERY
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SMILE CORP. DESIGN
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SMILE TRY IT
YOU’ll
LIKE IT
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WELCOME TO SMILE CORP.
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MESSAGE from
THE CEO 8
E A SMILE IS EVERYTHING “All my life I have strived to make people happy. Finding humor and bringing that to people’s life gave and gives my life genuine purpose. As a person who has struggled with unhappiness, I understand what it is like to have to deal with the many things that can bring a person down, and I also understand what a simple smile can do to change the outcome of the day. I understand there is certainly no cureall for unhappiness, but if I could change a person’s day for the better - remind them to take a breath and enjoy what time we have... Then my purpose is served.”
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A SIMPLE FOCUS Welcome, to The Smile Corporation. Here, our focus is simple: We aim to make you smile. Life is fleeting and we understand that in this day and age, it is not uncommon for the average individual to experience some sort of unhappiness in their day to day life. Unfortunately, we acknowledge that we cannot cure all unhappiness, but spreading smiles each and everyday is one step closer to that idea. Our original designs promote the scientifically backed practices in finding happiness in your day to day life... As well as being comical in their own right. Not only this, but we take our customer’s happiest moments and memories and create original and professional designs based around their experiences. The world is a crazy place. We know this. Here at Smile Corp. we simply strive to make our customer’s happier then they were before they found us. If we can make you smile, our job here is complete. Welcome to Smile Corp.
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WELCOME
TO SMILE
CORP. 11
SMILE CORP.’s
MISSION
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N A SIMPLE TASK Our mission, as state before is quite simple, to bring a smile to our customers. We value our customers more than anything else, especially their happiness. But what exactly do we do? Here at Smile Corp. we create original, light-hearted designs that not only inspire a smile on their own but they carry deeper meaning with each creation. Not only this, but by reaching out to our customers and receiving feedback on their happiest moments, we chose one winner each month and create a design based around their experience. Also, the practice of mindfulness plays a big part in our company’s product.
mind·ful·ness n. a mental state achieved by focusing one’s awareness on the present moment, while calmly acknowledging and accepting one’s feelings, thoughts, and bodily sensations, used as a therapeutic technique. Mindfulness can play a key role in inspiring happiness and we take the many different techniques and practices of said ideal and put them forward in their own comedic fashion. Two birds with one stone.
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T YOUNG ADULT DEMOGRAPHIC Smile Corp. was created in order to tackle the problem of general unhappiness within the younger adult demographic by promoting ideas for a healthy mindset, mindfulness, and general practices to achieve a greater state of happiness. Our message applies to any person of any demographic but our designs, both logo and illustrations, are targeted toward that of the younger population. In recent years, depression has soared amongst younger individuals - with highest rates between the ages of 18-25. In this demographic, nearly 21% of all individuals experience some symptom of depression.
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TARGET
AUDIENCE
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SMILE CORP.
PERSONALITY
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YOUNG ADULT DEMOGRAPHIC Our personality is one to inspire happiness. We strive for our image to be not only full of energy, joy and excitement but to be opening and welcoming to those that use our services and purchase our products. Above all else, we want to spread smiles and a happy vibes.
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THE SMILE
CORP. VOICE ReadY. Set. Smile. Our voice goes right along with our name! We aim to send messages of positivity, happiness, and aim to offer an experience where our voice guides our customer’s to our main goal: A smile. A funny and happy voice is one that we own and despite our jovial nature, we aim to come off just as professional as we are... The happy!
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GRAPHIC TEES LIKE
SMIle Corp.
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VARDAGEN Vardagen. The designs — all drawn in a variety of art styles — are then screen-printed on comfy shirts and pants, making this brand a viable option for people who love hand-drawn designs or those who see clothing as an embodiment of art. Perceiving screen printing as an art form. Vardagen believes that t-shirts are more than logos and official licenses. Or even mere articles of clothing. “Friendly staff, amazing products! Couldn’t recommend any more. Absolutely love this shop!” “This company is the bes... GREAT customer service and amazingly soft clothing with creative designs that are so unique. I love Vardagen.”
YEAAAH! STUDIO Paris based graphic design studio and lifestyle brand, Yeaaah Studio have long been a favourite of ours at The Coolector and we love the stand out vibrancy of all their T-shirt creations. They are a French independent apparel and accessories brand owned and operated by husband and wife Stéphane and Laura Casier. All designs are created by Stéphane and all orders are prepared and shipped by Laura. “Another small company that I really love and whose graphic design I find really inspiring is Yeaaah! Studio...” “We love typography... We also love quirky illustrations. When these two elements combine within a clothing brand then we’re pretty much sold, truth be told, but few marry the two elements of design better than French brand, Yeaaah! Studio and they’ve hit the stylistic nail firmly on the head once again with their Winter 16/17 collection of apparel and accessories.”
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U
P Persona 1
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USER
PERSONAS Persona 2
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POSITioning
STATEMENT WHAT WE DO Smile Corp. was created in order to tackle the problem of general unhappiness within younger adults by promoting ideas for a healthy mindset, mindfulness, and general practices to achieve a greater state of happiness. We not only create original and quality designs but we promote interaction with our customers to design custom apparel related to their own experiences in life.
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SMILE CORP.
LOGO IDENTITY
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Y WHAT WE DO Our logo is based off of our main goal and purpose: A smile. Simply incorporating this graphic not only immediately explains who we are, but puts us one step further toward achieving our goal and purpose. Seeing people smile stimulates our mirror neurones to suppress our facial muscle control, and trigger a smile. ‘You smile, I smile’ is actually a scientific fact!
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SMILE CORP.
ICONOGRAPHY THE SMILE Taking science into account, our iconography and in some cases - our secondary logo is simply coined ‘The Smile’. This logo is meant to stay as it is and not broken up as it is comprised of simple shapes that aren’t immediately recognizable outside of the logo. The Smile, however, can be used as a graphic support element wherever it could be applied or necessary.
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LOGO SIZING 4 inches (25mm)
2 inches (50mm)
1 inch (25mm)
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FOR SMALL USE When applying our logo in print (especially for small usage), the logo should never appear smaller than 1” (25mm) or 70px wide on-screen. Any lower in size and the logo can become illegible, but it can be reduced all the way down to as small as 1 inch.
LOGO USAGE 2x
2x
2x
2x
0.5x
0.5x
2.5x
2.5x
2x
2x 2x
2x
RATIO SIZING Taking science into account, our iconography and in some cases - our secondary logo is simply coined ‘The Smile’. This logo is meant to stay as it is and not broken up as it is comprised of simple shapes that aren’t immediately recognizable outside of the logo. The Smile, however, can be used as a graphic support element wherever it could be applied or necessary.
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SMILE CORP.
LOGO RESTRICTIONS WHAT NOT TO DO It is important to stick to the styles, colors, and dimensions of the official Smile Corp. logo. Straying from these guidelines could negatively impact the corporation’s image and brand identity.
These are main examples of what not to do. 1. Do not crop the logo 2. Do not change the transparency of the logo
3. Do not change the size or position of the ‘Smile’ and logotype 4. Do not distort the logo 5. Do not use drop shadows or any other effect on the logo (Unless Necessary) 6. Do not outline the logo or wordmark 7. Do not rotate any part of the logo 8. Do not recreate the logo wordmark using any other typeface
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BASIC
BRAND COLOR COLOR USAGE Color is important to our brand and important to our message/goal. Science backs each and every design choice we make and that includes our colors of choice. Yellow, without a doubt, is scientifically proven to be the ‘happiest’ color and inspires happiness to those that view it.
Astronaut
Ripe Lemon
Research has suggested two main reasons why yellow is considered the happiest color. Many studies have linked the psychological powers of yellow to the sun. Sunlight helps to lift our mood and improve our outlook on life as well as being the source of life on earth.
FOR WEB USE R: 238 G: 204 B: 24 FOR PRINTING USE C: 8 Y: 16 M: 100 K: 0 PANTONE: Yellow C
FOR WEB USE R: 44 G: 49 B: 118 FOR PRINTING USE C: 100 Y: 97 M: 22 K: 8
White
PANTONE: 268 C
FOR WEB USE R: 255 G: 255 B: 255 FOR PRINTING USE C: 0 Y: 0 M: 0 K: 0 HEX: fffff
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Ripe Lemon
TINTS Our main specified colors may not be the best to use in all circumstances and while we recommend that you strive to use them as much as you can, our specificed tints can also be used. This way, you can vary design options as well as stick to the happiest colors!
Astronaut
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TYPOG TYPEFACE Our typeface is specifically chosen to emulate the mood and emotions of our brand. By keeping our typefaces big, bold, and open they not only inspire a welcoming nature, but they also appear ‘happier’ and more open for a more enjoyable experience when reading.
PRIMARY LOGO FONT
QUALY
ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$%
SECONDARY DESIGN FONT
THE BOLD FONT
ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$%
PRIMARY EDITORIAL FONT
QUICKSAND
ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$%
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GRAPHY HEIRARCHY Our type is very specific to where it goes and what it’s used for. Our main logotypes Qualy and The Bold Font are not made for editorial use. However, our content type is highlighted below as to how big and how small it is to be used. Sticking to these guidelines creates visibility and avoids unintentional confusio or illegibility.
Heading — 30pt/30pt AaBbCcDdEeFfGg 01234567890!@£$% Sub Heading — 18pt/21pt AaBbCcDdEeFfGg 01234567890!@£$% Content — 12pt/15pt AaBbCcDdEeFfGg 01234567890!@£$%
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PRINT MEDIA BUSINESS CARDS The Smile Corp. business card is simple, sleek and designed to imply the same feelings our company stresses throughout all aspects of our brand and design work. Not only do we want new customers or viewers to become interested in the brand , but we want them to do the one thing we set out to do - SMILE!
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ENVELOPE The Smile Corp. envelope is simple, clean and straight forward. Paired with the design elements incorporated with the business card and the letter head, this features the main elements that define the brand’s image.
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LETTER HEAD Our letter head stationery simply fits with the rest of our brnading. Not only is it clean, professional and easy to view - but it delievers the same message our company stresses. The yellow, as it was described, is the happiest color on earth. We intend to be read as energetic, fun, and happy. However, we also need to be viewed as professional and to be taken serious as a design company.
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SMILE CORP.
CUSTOMER DESIGNS JOIN THE FUN! What better way to encourage happiness than directly involving our customers in the design process. We not only produce designs that promote practices of mental-well being, but we get our inspiration directly from YOU! That’s right. We take our customer’s wellbeing seriously. That’s why we let YOU be the driving force behind our designs. You directly influence what three official designs will be each month. Each month, three of our lucky customers that go to our website, purchase our products, or follow us on social media can make a submission detailing what makes them the happiest. That can be anything from a memory, to an object, a food, a pet, etc. You name it! At the end of each month, we reveal our winning submissions and not only officially induct the design into our official Smile Corp. merchandise, but we send those three lucky individuals their own Smile Corp. care package filled with several different applications of their very own design. Anything from clothing, to drinkware, stickers, and more - we simply ask that you don’t forget to smile! After all, we are Smile Corporation.
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HOW IT
WORKS
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THE PROCESS YOU SEND YOUR HAPPINESS By visiting our website, our can submit to us whatever it is that makes them happy. Whether that is a memory, a food, an object, a pet, etc.
WE CREATE AN ORIGINAL DESIGN We select three submissions each month. We then design and create an original concept based on YOUR submission.
YOUR DESIGN BECOMES AVAILABLE At the end of each month, we release the three selected submission designs that then become official Smile Corp. merchandise available for everyone. BUT WAIT! If your submission was selected, you get a Smile Corp. care package of YOUR created design!
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CUSTOMER EXAMPLE WHAT MAKES YOU HAPPY? “My cat stole my banana one time and played with it all night. When I think of that, it makes me laugh!”
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THE DESIGN PROCESS We spend time sketching, doodling, and customizing an original design based on the user’s submission until we come up with something we believe will spread smiles!
Your SHIRT NOW AVAILABLE We spend time sketching, doodling, and customizing an original design based on the user’s submission until we come up with something we believe will spread smiles!
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CASUAL WEAR CUSTOM DESIGNS
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OUTERWEAR CUSTOM DESIGNS
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PHONE
CUSTOM DESIGNS
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SMILE C
ORIGINAL
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CORP.
L DESIGNS
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MINDFUL
Monsters IDEOLOGY
Mindfulness can play a key role in inspiring happiness and we take the many different techniques and practices of said ideal and put them forward in their own comedic fashion. Two birds with one stone. Mindfulness is a scientifically researched and practiced philosophy that has proven to bring happiness to the lives that partake in the different techiniques within the idealogy.
mind·ful·ness n. a mental state achieved by focusing one’s awareness on the present moment, while calmly acknowledging and accepting one’s feelings, thoughts, and bodily sensations, used as a therapeutic technique.
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DESIGN PROCESS: EXAMPLE Each design, though they are somewhat whimsical in their own right, each are designed to outwardly bring a smile simply from their design. However, they also carry with them a deeper meaning inside the realm of mindfulness. Each different ‘monster’ or illustration exhibit practices, techniques, or studied methods of achieving a better or healthier state of mental well-being. We hope not only they bring joy from their appearances but that they also inspire the simple actions people can take to be happier!
MINDFULNESS EXERCISE Listen to your favorite music
SKETCH
LINEWORK
FINAL DESIGN
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ORIGINAL DESIGN EXAMPLES OUR DESIGNS
Each of our original designs based in our Mindful Monsters line are specifically drawn to emulate a practice encompassed within the ancient idea of mindfulness. Each one is scientifically proven to reach a better state of mental health and a higher state of happiness.
TAKE TIME TO WRITE
ENJOY YOUR WORK
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EAT YOUR FAVORITE MEAL
TAKE A TRIP
LISTEN TO MUSIC 63
ORIGINAL DESIGN APPAREL
MINDFUL MONSTERS
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ORIGINAL CASUAL WEAR
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ORIGINAL DRINKWARE
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ORIGINAL STICKERS
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SMILE CORP.
LOGO APPAREL
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OUTERWEAR LOGO APPAREL
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CASUAL WEAR LOGO APPAREL
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HEADWEAR LOGO APPAREL
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PHONE
LOGO APPAREL
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DRINKWARE
LOGO APPAREL
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OUTDOOR LOGO APPLICATIONS OUTDOORS Smile Corp. outdoor applications aren’t just about advertising our brand. No. Just like our main goal and purpose as a company - we simply aim to make you smile. Just as it had been mentioned before, seeing a smile spreads a smile and hopefully just by seeing our logo - you do just that.
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CLICK HERE TO SEE THE PROMOTIONAL VIDEO