BRAND IDENTITY GUIDELINES
What is this book for? It will guide everything we do, how we talk, the way we look and most importantly, how we grow together as a company.
table of contents Introduction Brand Story Vision & Mission Our Principles Tagline
Colours 03 04 05 06
Primary Colours Accents Colour Relationships
21 22-23 24
Supporting Graphics Our Identity Our Logo & Symbol Logo Variations Symbol Variations Clearspace Minimum Size Don’ts for Logo Don’ts for Symbol
08 09 10 11 12 13 14
Typography Primary Typeface Secondary Typeface Typeface Hierachy Chinese Typeface
Patterns Icons Imagery
26 27 28-31
Tone & Manner Voice & Writing Style
33-34
Stationery 16 17 18 19
Name Card Letterhead Envelope Email Signature
36 37 38 40
01 table of contents
Introduction
welcome! let us introduce ourselves
brand story The modern family today faces a serious dietary challenge. They recognize the need to eat healthily, but are often swayed to make unhealthy choices because healthy options are far more expensive, or are just simply not as tasty. This is why our team is making a promise to change mind-sets, as well as offer sources of nourishment through our products. Mushrooms are powerfully nutritious. They are low in calories, fat-free, cholesterol-free, gluten-free, and very low in sodium, yet they provide important nutrients, including selenium, potassium, riboflavin, niacin, vitamin D and more. The benefits are numerous! Using advanced agricultural techniques, Mushroom Kingdom harnesses the potential of mushroom crops in our own farms, without the use of chemical fertilisers and pesticides. Our farms endeavour to maintain the highest standards of produce for all who enjoy mushrooms. We are committed to our vision to be the trusted brand for healthier eating. We adhere to our mission to make healthy lifestyles easy and accessible for discerning families, with our range of innovative mushroom products. Who says that eating your way to a healthier lifestyle has to be expensive or bland? We certainly don’t!
03 brand story
Introduction
vision & mission
our vision To be the most trusted brand for healthy lifestyle
our mission To provide everyone the ease of adopting a healthier lifestyle through our range of mushroom products and innovations
04 Introduction
vision & mission
our principles This is us.
We are in the business of giving. We are all about providing the very best and freshest that we have to oer, straight to our customers. We truly believe that we can change the way people eat and live healthier through our products. This includes making the beneďŹ ts and how to extract them, clear and transparent to everyone.
honest friendly confident passionate innovative 05 our principles
Introduction
tagline At Mushroom Kingdom, we believe that the first step to a better you is through the food you put on your plate. We want to make eating healthy, a simple choice for everyone. Healthy and wholesome food should be accessible and affordable to everyone. We do that by delivering these superfoods straight to supermarkets and into your hands.
“WE GO BEYOND FRESHNESS!”
Specifications: Typeface : Lato (Semibold) Kerning : 75
06 Introduction
tagline
Our Identity
represent our brand
our logo & symbol Meet our logo This is our primary logo and should always be used when circumstances allow. This is how we can represent our company in the clearest possible way visually.
And our symbol Our symbol can be used as a sign-o or when our primary logo cannot be represented as eectively. This can be used to create brand associations and recall in our deliverables.
08 Our Identity
our logo & symbol
logo variations There are several ways to showcase our logo. Depending on the application and the tone of the background, the colour of the logo should change to contrast optimally.
Full Colour on Light Background
Full Colour on Dark Background
Grayscale
Negative
Primary Colour Background
Secondary Colour Background
09 logo variations
Our Identity
symbol variations Primary Colour
Secondary Colour
Primary Colour
Grayscale
Black
Secondary Colour
Grayscale
Black
10 Our Identity
symbol variations
clearspace We are proud of our logo, thus we want it to stand out. This requires breathing room for it to be displayed effectively. The margins for each four sides of the logo is determined by an element found within the logo or symbol itself. ‘X’ being the margin of which it is measured.
Primary Logo
Symbol (with border) Symbol (without border) x/3
x
x/3
x/3
x
x/3
x/3
x
x/3
x/3
x
x/3
11 clearspace
Our Identity
minimum size To make sure that our identity is always visible, we have determined the minimum sizes for our logo and symbols for print and digital.
Logo Minimum print size :
Minimum digital size :
20 mm wide
56.5 px wide
Symbol (without border) Minimum print size :
Minimum digital size :
10 mm wide
28 px wide
Symbol (with border) Minimum print size :
Minimum digital size :
15 mm wide
42 px wide
12 Our Identity
minimum size
don’ts for logo Do not rotate logo
Do not replace symbol within the logo
mushroom kingdom Do not use unspecified colours on logo
Do not add gradient to logo
Do not distort the logo
Do not reposition the logo
Do not use unspecified colours on background
Do not add shadow to logo
Do not outline the logo
Do not place logo over a busy image
13 don’ts for logo
Our Identity
don’ts for symbol
Do not add gradient to symbol
Do not use unspecified colours on symbol
Do not add shadow to symbol
Do not outline the symbol
14 Our Identity
don’ts for symbol
typography
adding emotion to what we say
primary typeface Introducing our type Typography plays the most important role in communicating with people. That is the reason why we put the utmost emphasis onto selecting the right font to represent our character and our tone. We have selected Eponymous as our primary font and Lato as our secondary to ensure clarity throughout all of our materials and messages.
Eponymous Because of the rounded ends and bubbly appearance of Eponymous, we have chosen it to be our primary typeface. It is distinctly unique and recognizable even in small prints and digital format. Please note that this typeface is not to be used on body text.
Aa Aa
Eponymous (Regular) A BCDE FGHIJKL MNOPQ R STU V W X YZ abcdefghij k lmnopq rstuvwxyz 0 12 3 45 6789 ! @# $% ^ & * ()
Eponymous (Italic) A BCDEFGH I JKL MNOPQRST U V W X YZ ab cdefghijklmnop qrs tuvwxy z 012345 6789 ! @#$% ^ & * ()
16 Typography
primary typeface
secondary typeface Lato We are all about establishing relationships and communicating to the people. The font that we use for our messages has to then, be clear, crisp and neat whatever the size. Lato is just that.
Aa
Aa
Lato (Light)
Lato (Regular)
ABCDEFGH IJKLM NOPQRSTUVWXYZ
ABCD EFGHIJ KLM NOP QRSTUVWXYZ
a b cdefg hi j klm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
0 123456789 !@ #$%^& *()
0123456789 !@#$%^&*()
Aa
Aa
Lato (Semibold)
Lato (Bold)
ABCDEFGHIJKLM NOPQRS TUVW XYZ
ABCDE F GHIJKLM NOPQRSTUVWXYZ
a bcdefg hi j klm no pqrstuvw x yz
abcdefghijklm nopqrstuv wxy z
0 123456789 !@#$%^&*()
0123456789 !@#$% ^&*() 17
secondary typeface
Typography
typeface hierachy Caption text Lato (Light) 10 pt 0 kerning / 14 pt leading
Copy text Lato (Light) 12 pt 0 kerning / 16 pt leading
Headlines copy text Lato (Regular) 18 pt 0 kerning / 18 pt leading
Sublines & sections Eponymous (Regular) 36 pt 25 kerning / 36 pt leading small letters
Headlines & titles Eponymous (Regular) 48 pt 25 kerning / 48 pt leading small letters
Main title for marketing Eponymous (Regular) 60 pt 25 kerning / 60 pt leading small letters
Healthy living starts here.
Healthy living starts here.
Healthy living starts here.
healthy living starts here.
healthy living starts here.
healthy living starts here.
18 Typography
typeface hierachy
chinese typeface 锐字云字库准圆体GBK If its not apparent by now, we love round edges. This particular chinese typeface was chosen for it’s modern look and font clarity.
蘑菇 王国
锐字云字库准圆体GBK 请继续支持 我 们 的 努 力 如果有任何 疑 问 , 请 留 言 01 234567 8 9 ! @# $% ^ &*()
蘑菇王国
Copy text 锐字云字库准圆体GBK 16 pt 25 kerning / 21 pt leading
蘑菇王国
蘑菇王国
蘑菇王国
Sublines & sections 锐字云字库准圆体GBK 36 pt 25 kerning / 42 pt leading
Headlines & titles 锐字云字库准圆体GBK 48 pt 25 kerning / 55 pt leading
Main title for marketing 锐字云字库准圆体GBK 72 pt 25 kerning / 80 pt leading
19 chinese typeface
Typography
colours
hues to distinguish ourselves
primary colours We want our colours to subconsciously induce hunger and excitement. Our colours consist of warm and subtle hues that are present in most organic food that we have in supermarkets. Fresh, warm and inviting.
20% 40% 60% 80%
Olive
100%
PANTONE CMYK RGB WEB
: : : :
7503 C C30 M35 Y70 K5 R185 G150 B100 #b89865
: : : :
Warm Gray 11 C C55 M60 Y65 K40 R85 G75 B65 #554942
20% 40% 60% 80%
Earth
100%
PANTONE CMYK RGB WEB
21 primary colours
Colours
accents Please do note that accents are not to be used on our logo. 20% 40%
Tangerine PANTONE CMYK RGB WEB
: : : :
60% 80%
Orange 021 C C5 M85 Y100 K0 R235 G80 B40 #e94f27
100%
20% 40%
Golden PANTONE CMYK RGB WEB
60% 80%
: : : :
1235 C C0 M50 Y80 K0 R245 G145 B70 #f39345
100%
20% 40%
Green PANTONE CMYK RGB WEB
60% 80%
: : : :
7732 C C90 M30 Y100 K15 R5 G120 B55 #077835
100%
22 Colours
accents
accents 20% 40%
Purple PANTONE CMYK RGB WEB
60% 80%
: : : :
254 C C55 M95 Y45 K0 R140 G45 B135 #8d2f89
100%
20% 40%
Blue PANTONE CMYK RGB WEB
60% 80%
: : : :
299 C C75 M25 Y0 K0 R35 G155 B215 #219ad6
100%
20% 40%
Black PANTONE CMYK RGB WEB
60% 80%
: : : :
440 C C0 M0 Y0 K100 R0 G0 B0 #000000
100%
23 accents
Colours
colour relationships Our colours work better when paired together with neutral tones. White will always be the base colour. Our colours will serve as highlghts while the darker tones will be used to accentuate the rest of the presentation. The colour hierachy will alway be from lightest to darkest. The colour ratio will depend on a case by case basis, depending on the individual application.
10% 15%
60%
15%
24 Colours
colour relationships
supporting graphics
setting visual standards
patterns Our patterns can be used across our range of promotional materials as background or colours. These, however, should not be used together with information.
26 Supporting Graphics
patterns
Icons Our icons are of solid colour. They are friendly, uncomplicated and easily identiďŹ able. Style of icons are solid-coloured circles with rounded line strokes. They can be used together with short messages, presentations and marketing materials.
27 icons
Supporting Graphics
imagery product images The photography of our mushrooms are clean and natural. It should show thee freshness and colour of our produce. Picture ďŹ lters can be used to create consistency across all images.
28 Supporting Graphics
imagery
imagery people images We want to capture expressions and excitement with the people who enjoy mushrooms as much as us. Close-up images of how we grow our mushrooms and how people cook and prepare their healthy dishes are also what we look for.
29 imagery
Supporting Graphics
imagery recipe images We know our mushrooms are key ingredients to some of the tastiest cooking recipes out there. They bring colour and life to the dishes, motivating and encouraging people to try cooking these recipes themselves.
30 Supporting Graphics
imagery
imagery blending images Using blending modes and colours on images can create some stunning eects on an otherwise ordinary picture. Our accent colours can be used particularly well with this method. Depending on the application, this eect can be used partially or fully on a b&w image.
partial blend
full blend 31 imagery
Supporting Graphics
tone & manner
this is how we speak
voice & writing style
honest How we talk
Not like this
Reason:
Eating healthy is easy with our simple recipe!
By following our recipe, you can achieve fast cooking!
It provides information to the consumer without overselling the product.
How we talk
Not like this
Reason:
Hi there! Come visit our booth at the Farmer’s Market! See you soon!
We have a booth at the Farmer’s Market. Come check us out!
We prefer having engaging conversations with our consumers rather than telling them what they ought to do.
How we talk
Not like this
Reason:
Handpicked freshness for you and your family.
We have the best and freshest mushrooms in the market.
Our priority lies in our consumers. We let our products speak for themselves.
friendly
confident
33 voice & writing style
Tone & Manner
voice & writing style
passionate How we talk
Not like this
Reason:
We are working very hard to serve you the best. We will get back to you with the most qualiďŹ ed staff.
Hi! How can we help? We have the tastiest mushrooms at very affordable prices.
We strongly believe in the quality of our products and the beneďŹ ts we want to bring to the people. So we show it.
How we talk
Not like this
Reason:
Our mushrooms are grown indoors in an controlled environment. To ensure that our produce is fresh and natural, no pesticides or chemicals were used in the process.
Our substrate provides a nutritional balance of organic material to serve as a growth medium for our mushrooms. Etcetera.
We use the latest innovations in agricultural technology to bring top quality fresh produce to the hands of the people. However, how we do it does not have to sound complicated. Information about our process should be simple and easy to understand.
innovative
34 Tone & Manner
voice & writing style
Stationery
bringing communities together
name card This is our business card. Please ensure that all information is correct before submitting the card for print.
Front Side
Paper Weight : 300 - 350 GSM Size : 85mm x 55mm Colour : CMYK (2pp) Print Options : Matte Laminated with emboss
Back Side
5mm border
蘑菇王国
Dato' Dr Nicholas Ho (DIMP)
拿督 何铭豪 博士 Chief Executive Officer
行政总裁 (65) 8118 8811 nicholas.ho@agrivomycosciences.com WE GO BEYOND FRESHNESS!
Agrivo Mycosciences Pte Ltd 1100 Lower Delta Road EPL Building #03-01 Singapore 169206 shrooms.sg
蘑菇王国
Dato' Dr Nicholas Ho (DIMP)
拿督 何铭豪 博士 Chief Executive Officer
行政总裁 (65) 8118 8811 nicholas.ho@agrivomycosciences.com WE GO BEYOND FRESHNESS!
Agrivo Mycosciences Pte Ltd 1100 Lower Delta Road EPL Building #03-01 Singapore 169206 shrooms.sg
36 Stationery
name card
letterhead To ensure consistency in our corporate identity, we have determined fixed guidelines for the layout of our stationery.
Paper Weight : 80 GSM (Typical printing paper) Size : 297mm x 210mm (A4) Colour : CMYK (1pp) Print Options : Offset Lithography
Black & White Print
10mm border Agrivo Mycosciences Pte Ltd 1100 Lower Delta Road EPL Building #03-01 Singapore 169206 shrooms.sg
Full Colour Print
Agrivo Mycosciences Pte Ltd 1100 Lower Delta Road EPL Building #03-01 Singapore 169206 shrooms.sg
37 letterhead
Stationery
envelope Paper Weight : 80 -90 GSM Size : 220mm x 110mm (DL) Colour : CMYK (1pp) Print Options : Offset Lithography
10mm border Black & White Print
Agrivo Mycosciences Pte Ltd 1100 Lower Delta Road EPL Building #03-01 Singapore 169206 shrooms.sg
Full Colour Print
Agrivo Mycosciences Pte Ltd 1100 Lower Delta Road EPL Building #03-01 Singapore 169206 shrooms.sg
38 Stationery
envelope
email signature To remain consistent as one brand and voice, our email signatures are standardised to this format. this will ensure that it will look the same throughout all platforms. Please follow the speciďŹ ed font, colour and layout as shown below.
Dear Customer, Thank you for your feedback. Best Regards, John Doe Founder & CEO
Agrivo Mycosciences Pte Ltd
Confidentiality Note:
1100 Lower Delta Road EPL Building #03-01 Singapore 169206
This email may contain confidential and/or private information. If you received this email in error, please delete and notify sender.
shrooms.sg
40 Stationery
email signature
All rights reserved. No part of this publication may be reproduce in any manner without permission. 2016 Š Mushroom Kingdom