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Branding & Style Guide


Logo Usage Logo Smile Brand Colors Typography Iconography Photography Illustrations Social Media Content Style

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Logo

Preferred Logo

The logo should always include the circle frame. The only time it’s acceptable to use the logo without the circle is when it’s displayed on a white background.

No Circle

The only appropriate time to display the logo without the circle is on a white background. Using a white background should be reserved for B2B materials and the animation bump.

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One Color

One color is required for things like embossing, embroidery, and other tactile applications. Only reserve the one color logo for those instances. Spacing may also need adjusting to compensate for material thickness.

One Color

Same rules as circle logo. The circle logo is always preferred, but there may be instances were space is an issue and the circle has to be removed for better execution.

Spacing

The preferred clear space around the logo should measure the height of the smiley mouth. Clear space should be kept proportionate when scaling.

Spacing

Same rules as circle logo.


Usage

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Do not change the colors.

Do not distort the logo.

Do not add tacky effects to the logo.

Do not rearrange logo elements.

Do not use full color logo without circle on any backgrounds that are not white.

Do not make a stick figure with the logo for the head. No matter how tempting it is. :)


Logo Smile The smile can be used as a graphic element as long as it’s appropriate for the content it correlates to.

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Brand Colors #3AB696

C 71 M 2 Y 53 K 0

R 59 G 182 B 150

Pantone

Solid Coated 339 C

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#E73593

C 2 M 92 Y 0 K 0

R 232 G 54 B 148

Pantone

Solid Coated 225 C

#F47E23

C 0 M 62 Y 98 K 0

R 245 G 126 B 35

Pantone

Solid Coated 158 C

#EBC933

C 9 M 17 Y 92 K 0

R 235 G 202 B 51

Pantone

Solid Coated 158 C

#430098

C 98 M 100 Y 2 K 2

R 72 G 45 B 139

Pantone Violet C

20%

20%

20%

20%

20%

50%

50%

50%

50%

50%

70%

70%

70%

70%

70%

#D6F0E6

#94D9C1

#62CAAB

#FFD9E8

#FA9FC7

#F476B2

#FFE3D1

#EF7521

#FCA066

#FBF3D6

#F1E299

#E8D871

#DECAEB

#A87ECD

#844DB8

#603913

C 40 M 70 Y 100 K 50

R 96 G 57 B 19

Pantone

Solid Coated 161 C


Typography

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Roboto Condensed - For Headlines ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Roboto - For Body Copy & JoeFroyo Website ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() Thin

Light

Regular

Medium

Bold

Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


Typography

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LIBEL SUIT - For Packaging and Promo Materials ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


Iconography Icons should be clean, simple and use consistent stroke thickness when displaying multiple across an application.

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Iconography

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None of the Bad Stuff Icons

NO Lactose

NO Gluten

NO Soy

NO Trans Fat NO Preservatives

NO rBST

NO Processed or Added Sugars

NO Lactose

NO Gluten

NO Soy

NO Trans Fat NO Preservatives

NO rBST

NO Processed or Added Sugars


Photography When using a colored background, the color should match the label of the RTD drink. The straw color should also match the background when there are no props present.

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Photography If there are props present, the straw color can match one of the props or use a color that is complimentary to the composition. When compositing the product, make sure to keep it proportionate to props surrounding it so that it doesn’t look like a giant or tiny cup. Also ensure to match the shadow with the surrounding props/lighting.

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Illustrations Product illustrations are used whenever the copy calls for them. Only use the illustration elements if they correlate to the copy. Illustrations are appropriate when there’s an opportunity for them to be displayed consistently in a series, like the one sheets and the website hero section, or an advertisement campaign. If there’s a one-off where only one product seems appropriate for illustrations but the rest don’t, copy should be adjusted to accommodate the one product and vice versa; if all product’s copy calls for illustrations except for one, then copy should be adjusted to accommodate that situation. Basically, either use all illustrations for all products for a series or campaign, or don’t use them at all. Do not create a series where some products use illustrations and others do not.

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Illustrations

Buff RTD

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Frozen Angel

Buff Gallon

(When Health Freezes Over)

Rock On Over Ice

Icy Smile on Ice


Social Media: Instagram Images should relate to the copy. If it’s taking too much time to find an image that fits the copy on the social media content calendar, create another image and ask social media copywriters to create copy for the image. For specific promo or holiday posts, quickly brainstorm with copywriters if the image is too difficult to create. Try to stick to brand colors. Keep images on the minimal side. Images should be fun. People are always smiling or doing something silly, athletic, or fitness related. When compositing make sure drop shadows match surrounding props. Try to use gender neutral images when possible.

Images to Avoid: No dark/night time pictures. No sad/serious people. No emphasis on children. No busy backgrounds. No hot coffee beverages. No images that are clearly stock.

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Social Media: Facebook & Twitter Facebook and Twitter images use the same dimensions so it’s not necessary to make two different images for each platform. The Facebook image should be the same one that is used on Instagram. Most of the time the same image that is used for Instagram is used for Facebook & Twitter, but the layout is re-organized to fit a horizontal canvas instead. Unlike Instagram, Facebook & Twitter sometimes require third party articles which call for images that can deviate from the brand a little. These images should still reflect positivity and a healthy lifestyle. Bright colors are also encouraged.

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Content Styles BRAND PERSONALITY Playful, Smart & Fun!

BRAND NAME

JoeFroyo (single word w/uppercase “F”) Incorrect: Joe Froyo; Joefroyo JoeFroyo Functional Cold Brew™

TAGLINES & TRADEMARKS Fit Life Through a Straw™ Clean Fuel for a Fit Life™

Get To Know Joe (all first letters uppercase)

DESCRIPTIONS – OVER ICE & FROZEN BLENDED 1. Functional Cold Brew™ with the Perfect Balance of Caffeine, Probiotics & Protein 2. Small batch roasted, farm-to-cup coffee grown on boutique farms byf armers we know by name

DESCRIPTIONS - RTD

1. Functional Cold Brew™ with the Perfect Balance of Caffeine, Probiotics & 15g of Protein 2. Small batch roasted, farm-to-cup coffee grown on boutique farms by farmers we know by name Mentions of “Protein” in reference to the RTD product must always include “15g of” Correct: Caffeine, Probiotics & 15g of Protein Incorrect: Caffeine, Probiotics & Protein

19 FEATURES

15g of Protein (RTD) Probiotics With 6 Live & Active Cultures 100% Certified Organic Agave 100% Lactose Free (no hyphen) Incorrect: Lactose-Free Gluten Free (no hyphen) Incorrect: Gluten-Free High Pressured (no hyphen) Incorrect: High-Pressured KSA Kosher rBST Free Soy Free No Trans Fats Rich in Calcium Good Source of Potassium

HASHTAGS

#DrinkJoeFroyo #JoeFroyo #GetToKnowJoe

WEBSITE

www.JoeFroyo.com (consistent with brand name case)

EMAIL

info@joefroyo.com

UNITS OF MEASURE

Ounces – oz (space and no full stop) Correct: 12 oz Incorrect: 12 oz.; 12oz Grams – g (lowercase with a space) Correct: 15 g Incorrect: 15g; 15 G; 15G

JFY  
JFY  
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