C's Homemade Secrets Identity Manual

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C’s Homemade Secrets IDENTITY MANUAL


Mission Statement C’s Homemade Secrets is a small business that offers homemade natural products for its consumers. These products include a variety of soaps, body butters, and Poo Perfect sprays. C’s Homemade Secrets is dedicated to providing natural products to assist individuals who have dry skin, psoriasis, and diabetes.

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Table of Contents Components of the Identity System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5-7 The Monogram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 The Signature. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Identity Elements Combinations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8-11 The Preferred Lock-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

The Preferred Lock-up Clearspace. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

The Alternate Lock-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

10

11

The Alternate Lock-up Clearspace. . . . . . . . . . . . . . . . . . . . . . . . . .

Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12-13 Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Secondary Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 .

Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Core Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Secondary Color Palette. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Neutral Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Integrity of the Identity Design System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Identity Files Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16-18

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Benefits of Guidelines The purpose of this manual is to explain the components of C’s Homemade Secrets visual identity system, to define its graphic design standards, and to illustrate how these standards are applied. These standards depend on relative size, proportion, and position of individual elements. They have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to these standards and guidelines will ensure continuity, a high standard of quality, and a clear, consistent identity for C’s Homemade Secrets.

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Guidelines establish a rulebook for a group of individuals that work on the organization materials. The use of these guidelines ensures how the visual identity should appear across all media. These guidelines help your business hold the value in its visual identity for many years through the proper use of its components.


COMPONENTS OF THE IDENTITY SYSTEM C’s Homemade Secrets visual identity system consists of the following: • The signature • The monogram The signature and monogram are available in a preferred version for most uses and an alternate version, which may be used in specific applications. signature

Each configuration that combines the signature and monogram in a defined relationship is referred to as a “Lock-up.” See pages 8 – 11 for detailed information on using the lock-ups.

monogram

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Monogram

The Monogram C’s Homemade Secrets monogram is intended for use on applications where the height of the monogram is more than or equal to .3 inches. The monogram may never be used at sizes smaller than .3 inch high. The monogram may be used independent of the signature in appropriate contexts. See pages 8 – 11 for the available lock-ups which combine the signature and the monogram for appropriate use. C’s Homemade Secrets monogram may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with .3″ Min Height

the application, the monogram may be reproduced in black or white. See page 14 for the Pantone colors, CMYK, RGB, and HEX values.

Monogram Clearspace

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Signature

The Signature The C’s Homemade Secrets signature (set in typeface Avenir Light) is an integral part of the identity system. The signature is a two line version that should only be used in the preferred lock-up as well as the alternate lock-up. The signature may not be used independent .235″ Min Height

of the monogram. The height of the signature is more than or equal to .235 inches. The signature may never be used at sizes smaller than .235 inch high.

Signature Clearspace

See pages 8 – 11 for the available lock-ups that combine the signature and the monogram for appropriate use. The C’s Homemade Secrets signature may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the signature may be reproduced in black or white. See page 14 for the Pantone colors, CMYK, RGB, and HEX values. The C’s Homemade Secrets signature must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The letterforms have been arranged to work at different scales, so it is crucial that independent versions of the signature are not created from the typeface directly.

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Primary Lock-up

IDENTITY ELEMENTS COMBINATIONS Each configuration that combines the signature and monogram in a defined relationship is referred to as a “Lock-up.” Two versions of C’s Homemade Secrets lock-ups are available for use:

1) The Primary Lock-up (Horizontal Configuration): The two line signature placed to the right of the monogram is the preferred lock-up and should be used whenever possible in order to build equity around it. The preferred lock-up may never be used at sizes smaller than .4 inches high. Each lock-up defines the relationship of the signature and

.4″ Min Height

monogram and is designed for use in specific applications based on size, scale, and position of each element. The preferred lock-up must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.

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Primary Lock-up Clearspace

The Primary Lock-up Clearspace To maintain the integrity of the C’s Homemade Secrets preferred lock-up, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram below shows the correct amount of space that should surround the preferred lock-up.

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Alternate Lock-up

2) The Alternate Lock-up (Vertical Configuration) The two-line signature placed below the monogram is the alternate lock-up and should be used in contexts where the layout demands for a vertical arrangement of elements. The alternate lock-up is also useful where space constraints prohibit the use of the preferred lock-up and the business needs to be endorsed in a flexible manner. The alternate lock-up may never be used at sizes smaller than .6 inches high. Each lock-up defines the relationship of the signature and monogram and is designed for use in specific applications based on size, scale, and position of each element. The C’s Homemade Secrets alternate lock-up must always be used as a provided file, and never typeset by the user to ensure that the .6″ Min Height

correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.

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Alternate Lock-up Clearspace

The Alternate Lock-up Clearspace To maintain the integrity of the C’s Homemade Secrets alternate lock-up, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram below shows the correct amount of space that should surround the alternate lock-up.

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TYPOGRAPHY Avenir Light

Typefaces The C’s Homemade Secrets signature uses the typeface Avenir Light. This typeface should not be considered an everyday typeface, but should be reserved for the C’s Homemade Secrets signature. Avenir Light should be used only in uppercase letters, and never be set as running copy. Avenir Light is designed by Adrian Frutiger. For commercial use, please purchase the typeface from: https://www.linotype. com/1245613/avenir-family.html The C’s Homemade Secrets monogram uses the typeface

Rochester Regular

Rochester Regular. This typeface should not be considered an everyday typeface, but should be reserved for the C’s Homemade Secrets monogram. Rochester should never be set

ABCDEFGHIJKLMN OPQRSTUVWXYZ

as running copy. Rochester is designed by Sideshow and is made available via Google Fonts and can be downloaded from: https://fonts.google.com/specimen/Rochester The C’s Homemade Secrets signature and monogram may never be manipulated or created directly from the typeface. The elements in the signature and monogram have been arranged to work at different scales. To ensure that the correct scale relationships and spacing are maintained, these elements must always be used as suggested in this style guide.

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TYPOGRAPHY Montserrat Regular

Secondary Typeface (A – Z) : Montserrat Regular The C’s Homemade Secrets secondary information uses the typeface Montserrat Regular. This typeface should be used for materials that consist of body text. The typeface may be used as an everyday typeface only for secondary information. Montserrat is designed by Julieta Ulanovsky and is made available via Google Fonts and can be downloaded from: https://fonts.google.com/specimen/Montserrat The license for this font can be found at: https://scripts.sil.org/ cms/scripts/page.php?site_id=nrsi&id=OFL_web

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Core Color Palette

COLOR PALETTE

Pantone 177 – 16 U

Pantone 175 – 9 U

CMYK: 73 / 55 / 67 / 52

CMYK: 67 / 42 / 44 / 11

RGB: 49 / 62 / 5

RGB: 92 / 120 / 124

HEX: #313E37

HEX: #5C787C

Core Color Palette The C’s Homemade Secrets identity system should be produced using the core color palette. In contexts where the use of core colors is not an option, or when core colors conflict with the application, the identity system may be reproduced in the secondary color palette or neutral color palette.

Pantone 176 – 1 U

Pantone 175 – 1 U

CMYK: 37 / 26 / 29 / 0

CMYK: 20 / 12 / 13 / 0

RGB: 165 / 172 / 171

RGB: 202 / 209 / 211

HEX: #A5ACAB

HEX: #CAD1D3

Secondary Color Palette When finding an appropriate secondary color, first reference the chosen secondary colors that compliment the core colors. The secondary color palette anticipates the need for a fuller range of colors that works in conjunction with the core colors of the C’s Homemade Secrets identity system. The secondary color

Secondary Color Palette

palette may also be used for contexts where there is demand for a coordinated spectrum of related colors (e.g. print collaterals).

Pantone 177 -7 U

Pantone 161 – 9 U

CMYK: 56 / 38 / 51 / 9

CMYK: 18 / 6 / 33 / 0

RGB: 117 / 132 / 120

RGB: 211 / 219 / 182

The neutral palette acts as a foundation that works with both

HEX: #758478

HEX: #D3DBB6

core and secondary palettes. Ample use of white as a canvas

Neutral Color Palette

with monochromatic blacks and grays for elements such as type and paragraph rules will give the primary and alternate palette

Pantone 78 – 2 U

Pantone 14 – 9 U

CMYK: 22 / 35 / 19 / 0

CMYK: 4 / 13 / 29 / 0

RGB: 198 / 167 / 178

RGB: 244 / 219 / 184

HEX: #C6A7B2

HEX: #F4DBB8

Neutral Color Palette

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Pantone 179 –16 U

Pantone 179 – 1 U

CMYK: 70 / 67 / 64 / 74

CMYK: 2 / 1 / 1 / 0

RGB: 35 / 31 / 32

RGB: 248 / 248 / 248

HEX: #231F20

HEX: #F8F8F8

vibrancy and prominence.

*NOTE: Pantone (PMS), CMYK, RGB and Hex values are provided and should be used in the appropriate context. Pantone and CMYK should be used for print collaterals; RGB and Hex values should be used online. Pantone colors are typically used for one-color print jobs, however the CMYK color values will be used for the majority of your print collaterals.


INTEGRITY OF THE IDENTITY DESIGN The C’s Homemade Secrets identity is the official mark of the business and should be rendered with the utmost consistency and dignity. It should never be tweaked, stretched, or otherwise manipulated. This page shows typical mistakes to be avoided. • Do not change the typeface • Do not adjust the placement, spacing, and/or scale of any element of the identity design DO NOT CHANGE THE TYPEFACE

DO NOT ADJUST THE PLACEMENT, SPACING, AND/OR SCALE OF ANY ELEMENT OF THE IDENTITY DESIGN

• Do not apply any filters such as drop shadows or emboss • Do not outline any part of the identity design • Do not stretch the identity design in any direction other than in proportion • Do not apply stroke to the identity design • Do not create alternate lock-ups other than the ones provided • Do not change the lock-up combinations

DO NOT APPLY ANY FILTERS SUCH AS DROP SHADOWS OR EMBOSS

DO NOT STRETCH THE IDENTITY DESIGN IN ANY DIRECTION OTHER THAN IN PROPORTION

DO NOT OUTLINE ANY PART OF THE IDENTITY DESIGN

DO NOT APPLY STROKE TO THE IDENTITY DESIGN

DO NOT CHANGE THE LOCKUP COMBOS

DO NOT CREATE ALTERNATE LOCKUPS OTHER THAN THE ONES PROVIDED

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IDENTITY FILES INDEX

Monogram Files

Included on pages 16-18 are the following versions of the C’s Homemade Secrets identity files: • C’s Homemade Secrets Monogram • C’s Homemade Secrets Primary Lock-up • C’s Homemade Secrets Alternate Lock-up Each of these versions is provided in color, black, and white options. All the files are provided in the following formats: JPEG, PNG, and PDF. Notes for the file format usage: cshs_monogram_dark_green.jpeg

cshs_monogram_blue.jpeg

cshs_monogram_gray.jpeg

cshs_monogram_dark_green.png

cshs_monogram_blue.png

cshs_monogram_gray.png

cshs_monogram_dark_green.pdf

cshs_monogram_blue.pdf

cshs_monogram_gray.pdf

• JPEG files are intended mostly for online use, but they have been saved at a high quality, providing you flexibility in its use. JPEG is a flattened graphic and contains a white background. • PNG files are intended for your website. It is a transparent graphic, which means that it is not attached to any background color or flattened. • PDF files are intended for use with print. They are a scalable vector format, which does not lose quality when printed in large or small sizes. Depending on your use, you may need to scale the JPEG or PNG formats down to the size you need and optimize them for your specific use.

cshs_monogram_light_gray.jpeg cshs_monogram_light_gray.png cshs_monogram_light_gray.pdf

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cshs_monogram_black.jpeg

cshs_monogram_white.jpeg

cshs_monogram_black.png

cshs_monogram_white.png

cshs_monogram_black.pdf

cshs_monogram_white.pdf


Primary Lock-up Files

cshs_primary _lockup _dark_green.jpeg

cshs_primary _lockup _blue.jpeg

cshs_primary _lockup _dark_green.png

cshs_primary _lockup _blue.png

cshs_primary _lockup _dark_green.pdf

cshs_primary _lockup _blue.pdf

cshs_primary _lockup _gray.jpeg

cshs_primary _lockup _light_gray.jpeg

cshs_primary _lockup _gray.png

cshs_primary _lockup _light_gray.png

cshs_primary _lockup _gray.pdf

cshs_primary _lockup _light_gray.pdf

cshs_primary _lockup _black.jpeg

cshs_primary _lockup _white.jpeg

cshs_primary _lockup _black.png

cshs_primary _lockup _white.png

cshs_primary _lockup _black.pdf

cshs_primary _lockup _white.pdf

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Alternate Lock-up Files

cshs_alternate_lockup _dark_green.jpeg

cshs_alternate_lockup _blue.jpeg

cshs_alternate_lockup _gray.jpeg

cshs_secondary _lockup _blue.png

cshs_secondary _lockup _gray.png

cshs_secondary _lockup _blue.pdf

cshs_secondary _lockup _gray.pdf

cshs_alternate_lockup _light_gray.jpeg

cshs_alternate_lockup _black.jpeg

cshs_alternate_lockup _white.jpeg

cshs_secondary _lockup _light_gray.png

cshs_alternate_lockup _black.png

cshs_alternate_lockup _white.png

cshs_secondary _lockup _light_gray.pdf

cshs_alternate_lockup _black.pdf

cshs_alternate_lockup _white.pdf

cshs_secondary _lockup _dark_green.png cshs_secondary _lockup _dark_green.pdf

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