Raw - Brand Guidelines

Brand Guidelines

Version 1.0

contents

Raw Brand Guidelines – Version 1.0

Our Story

05

Logo

06

Typography

12

Colour

16

Patterns & Shapes

20

Disclaimer

22

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Raw Brand Guidelines – Version 1.0

Our STORY At Raw, we believe that amazing products and a commitment to environmental sustainability is the foundation of who we are.

We are driven everyday to improve our products, protect the environment and educate our fans on how we can all dive head first into a better, more sustainable world.

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Logo

Raw Brand Guidelines – Version 1.0

Logo Sizing Minimum Size The Raw logo should always be sized properly in order to create a visual impact as well as allow for easy readability of the wordmark.

The logo should not be sized any smaller then 1 inch wide. This is to make sure that the logo can still be read properly. There is no maximum size for the Raw logo.

1 inch

*Actual size shown

Clear Space All versions of the Raw logo demand clear space around them.

At any size, small or large this clear space is requires. The space is represented by the X in each corner of the logo. The X is equal to the full height of the logo. Shown here at two different sizes, you can see how the space grows and shrinks depending on the size of the logo.

This clear space applies to other logos, copy or additional elements, but does not apply to background patterns and textures created with this brand guidelines. * Nothing may go over-top of or block the visibility of the logo.

X

X

X

X

X

X

X

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Logo Variants Mono

Raw Brand Guidelines – Version 1.0

Inverse

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Logo Rules In order to keep consitent branding throughout all design created for Raw there are strict rules when using any of the Raw logos. The logo should not be altered or edited in anyway as one of the three logo versions currently available will work for the application.

Logo Missuses Skewing

Shown here are some examples of logo missuses.

Gradient

Raw Brand Guidelines – Version 1.0

Rotating

Colour

rAW Effects

Text

RAW

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Typography Breakfast Blend This typeface is used for our logo and main section headings. Due to its highly stylized nature, this typeface should only be used when necessary and never to add visual interest.

As Breakfast Blend was only designed with the 26 capital letters, use of this typeface as stated above should be limited. When a number is required or character is required, utilize the versions available in Azo Sans.

When using Breakfast Blend in section headings, make sure tracking is set to at least 25em to improve readability of the typeface. Breakfast Blend should also never be used at any size smaller than 48pt.

AB C D EF GHI J K L M NOPQ RSTU V WX Y Z

Raw Brand Guidelines – Version 1.0

Azo Sans This typeface is used for our body copy, headings and sub-headings. The typeface is clean and easily readable making it perfect for these uses.

The typeface should not be edited or stylized in any way beyond the options listed in the next section.

Unlike Breakfast Blend, Azo Sans offers a number of weights and characters, be sure to use the proper weights to provide good contrast.

When using Azo Sans in headings and sub-headings, make sure tracking is set to at least 10em to improve readability of the typeface. Azo sans should be used no smaller then 12pt for body copy, 10 pt for minor information like page numbers and 24pt for headings.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?!@#$%&* ““ .,:; ()<>[]~ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?!@#$%&* ““ .,:; ()<>[]~ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?!@#$%&* ““ .,:; ()<>[]~

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Type Layout

Section Heading 48 pt, 25 em tracking, Breakfast Blend

Heading 24 pt, 10 em tracking, Azo Sans Bold / Black Sub-Heading 12 pt, 0 em tracking, Azo Sans Bold Body Copy 12 pt, 0 em tracking, Azo Sans Light

Example:

Our design Typography Section 1 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer dignissim mi commodo felis commodo, sed elementum arcu tincidunt. Nullam in augue tellus.

Fusce id tortor euismod nunc accumsan fringilla eu vitae velit.

Donec accumsan ullamcorper diam, a sodales purus. Maecenas feugiat mattis orci at suscipit. Morbi eget mi justo. Mauris sed porta orci.

Raw Brand Guidelines â&#x20AC;&#x201C; Version 1.0

Vel scelerisque libero. Integer porta tortor sem, scelerisque tristique leo fringilla quis. Proin metus erat, sagittis consequat mauris porta, commodo fringilla augue. Donec vehicula, enim id mollis gravida, nibh mauris mattis elit, id maximus quam nunc in ipsum. sit amet, consectetur adipiscing elit.

Sed sollicitudin ullamcorper faucibus.

Cras ultricies vehicula quam non semper sollicitudin ullamcorper.

Maintaining AODA In order to make sure our designs are accessible to everyone as well as comply with Ontario law, it is important to consider and follow all AODA guidelines.

Here we have outlined some important rules and practices to follow when designing for or with the Raw identity, as well as examples of what these rules look like.

Contrast Use high-contrast colours for background and text, examples are black and white, orange and white, ect. Try to aim for at least a 70% contrast between colours.

Colour Text and important information is easiest to see in black and white. When using colour try to limit it to the key areas and elements to draw attention to them.

Distortion Do not distort text or imagery. The typefaces used in our brand have been chosen because of their style and readability.

Distortion or alteration will remove readability.

EXAMPLE EXAMPLE EXAMPLE EXAMPLE

Size When using type, make sure the point size is no smaller than 10pt, all body copy should be at least 12pt. Any smaller and readability will become a major issue.

Leading Leave leading at the default size or larger when instructed, when text begins to overlap itself it becomes harder to read and properly understand.

Example - This is to small

EXAMPLE EXAMPLE EXAMPLE Page 15

Colour Core Colours Raw Breeze PMS: P 127–14 C RGB: 0 / 168 / 157 HEX: 00A89D

Raw Peaches & Cream PMS: P 10–4 C RGB: 255 / 218 / 139 HEX: FFDA8B

Raw Strawberry PMS: P 55–4 C RGB: 245 / 136 / 127 HEX: F5887F

Raw Berries PMS: P 121–4 RGB: 139 / 2 HEX: 8BD3D

CMYK: 80 / 10 / 45 / 0

CMYK: 0 / 13 / 47 / 0

CMYK: 0 / 57 / 45 / 0

CMYK: 42 / 0

Our core colours are what bring the Raw brand to life, and should be handled with care and planning. Each of these colours have been hand selected to work well together while standing strong on their own. These colours can be paired together to create an number of feelings and sensations which work to represent the Raw experience.

Raw Breeze, Peaches & Cream, Strawberry, Berries and Lemongrass come together beautifully to show off the Raw brand, but should only be used where appropriate.

Our core colours are never to be used in our logo or as the colour of copy. The core colours are designed to be used as backgrounds, in patterns and to add visual impact.

In the next section, you will see how the colours are combined together to resemble the different scents of the Raw product line. Don’t be afraid to mix and match these colours in different and unique ways when creating patterns that focus on advertising the Raw brand over a specific scent of product.

Raw Brand Guidelines – Version 1.0

4C 211 / 221 DD

0 / 14 / 0

Secondary Colours Raw Lemongrass PMS: P 157â&#x20AC;&#x201C;4 C RGB: 203 / 226 / 162 HEX: CBE2A2

Raw Snowfall RGB: 255 / 255 / 255 HEX: FFFFFF

Raw Charcoal PMS: P Process Black C RGB: 35 / 31 / 32 HEX: 231F20

CMYK: 20 / 0 / 44 / 0

CMYK: 0 / 0 / 0 / 0

CMYK: 0 / 0 / 0 / 100

Our secondary colours are what help define and elevate our core colours above their base values. By incorperating Snowfall and Charcoal into custom patterns, you help to reinforce our core colours and create more interesting designs for the Raw brand.

Snowfall and Charcoal are also the colours which are used for our Logo and copy, which means they should be used sparingly in patterns and designs so they keep their visual impact and avoid confusion.

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Colour Combinations Our core colour palette allows for us to use colour and design in creative ways. We have paired four of the 6 available colours to create unique systems which relate to the scents in our products.

Unscented Products Raw Unscented

These combinations act as a guide when creating advertising or packaging for a specific scent. The colour swatches shown should be the only ones used to create a pattern for the specific scent you select.

Note: Along with the colour combinations shown here, Raw Snowfall and Charcoal can be added as secondary colours to add more depth to the overall pattern.

Raw Brand Guidelines â&#x20AC;&#x201C; Version 1.0

Raw Unscented utilizes the colours Raw Strawberry, Breeze, Berries and Peaches & Cream in order to create a colourful and clean feeling.

Scented Products Sweet Vanilla

Spring Breeze

Sweet Vanilla utilizes the colours Raw Peaches & Cream, Lemongrass, Strawberry and Snowfall in order to create a bright and bubbly feeling.

Spring Breeze utilizes the colours Raw Breeze, Berries, Lemongrass and Snowfall in order to create a calm and inviting feeling.

Rose Garden

Peach Sangria

Rose Garden utilizes the colours Raw Strawberry, Lemongrass, Breeze and Snowfall in order to create a fresh and natural feeling.

Peach Sangria utilizes the colours Raw Berries, Strawberry, Peaches & Cream and Snowfall in order to create an energetic and fruity feeling.

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Patterns & Shapes The patterns and shapes are what create the true brand of Raw, they bring our core colours to life in exciting ways. Our patterns consist of 5 main shapes: Blobs, Dashes, Grids, Organic Elements, and Offsets.

Elements Blobs

These shapes come together to create the patterns that are so emblematic of Rawâ&#x20AC;&#x2122;s branding. Each element can be used with any of the colour combinations to create a custom pattern.

Note: Although there are 5 elements are listed here, not all need to be used in every pattern, some of the best pattern designs only rely on 2 or 3 elements at a time.

Grids

Dashes

Offsets

Organic Elements

Raw Brand Guidelines â&#x20AC;&#x201C; Version 1.0

Sample Patterns Peach Sangria Example

Spring Breeze Example

Raw Unscented Example

Rose Garden Example

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Disclaimer We at Raw take pride in our identity, and are happy to see our logo and brand represented by our partners and fellow brands. However, as to not damage the identity of Raw we ask that any reproduction of the Raw logo and brand be cleared with us. We ask that no reproductions of our brand identity or anything in its likeness be distributed as to not be confused with an official product. This includes typography, stylized imagery, layouts or anything else outlines in the Raw brand guidelines.

Raw Brand Guidelines â&#x20AC;&#x201C; Version 1.0

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Raw Brand Guidelines â&#x20AC;&#x201C; Version 1.0

Created: April 2019