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BRAND GUIDELINES


KEEP IT TOGETHER This style guide is a reference book meant to help you maintain consistency with the aesthetic standards established for your brand. We want to make sure that after all the hard work put into creating a cohesive look, your logo and overall branding uphold a consistent and professional appearance across all platforms. Following this guide will help you to do exactly that.

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PRESONNALIZED CONVENIENT FRESH MISSION & VISION Le Fruit Shop is committed to bringing back the personalized neighborhood grocery shopping experience by moving away from the growing trend of large corporations. Large corporations do not offer the shopping experience you can get from a smaller neighborhood store. Le Fruit Shop will provide its customers with the feeling that they are not just exchanging money for a product and the staff will cater to their specific shopping needs, providing them with health tips on ingredients and recipes.

VA L U E S As three childhood friends who remember the days when they would walk into their neighborhood grocery store where the owners knew their parents by name, they decided they wanted to provide that nostalgic feeling to today’s generation with personalize service and fresh produce selected daily. Le Fruit Shop wants people to feel happy, comfortable, healthy and intrigued with their experience in the store.

BRAND GUIDELINES


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MINIMUM SIZE The smallest the logo should be represented is 1� tall.

BRAND GUIDELINES


P R I M A RY LO G O Le Fruit Shop’s primary logo is a wordmark. The main lettering style is organic and bold, with a subtle playful vibe. The rugged imperfect edges help emphasize the traditional old school values of the company, helping audiences see the brand as an authentic one. This display font was strategically chosen to symbolize friendliness and uniqueness, combined with the bold weight to depict stability.

This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Le Fruit Shop’s digital storefront, products, social media presence, ads and other materials, enhancing the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.

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WORDMARK

S E C O N DA RY LO G O S

A) round full B) round outlined

Le Fruit Shop’s secondary marks can be used in place of the primary logo (but should never be used directly next to the primary logo). For instance, don’t use (A) as the profile picture if the primary logo is used for the header – it looks repetitive and is not a good use of the brand elements.

C O M B I N AT I O N C) main D) square E) horizontal

The pictoral mark can be used when the full primary logo is not necessary or in case where the brand name is already displayed in plain text. For example,

EMBLEM

the lettermark could be used as a profile picture on

F) crest

Instagram since the user name will be adjacent to it in plain text. PICTORAL MARK G) fruits

BRAND GUIDELINES


A.

B.

D.

E.

F.

G.

C.

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COLOR USAGE The color usage for Le Fruit Shop is fairly complexe. The logo will mostly be used in full colour combinatons against many backgrounds. If necessary, it can also be used in a solid color (C) from the main color palette.

A.

B.

C.

D.

BRAND GUIDELINES


C L E A R S PA C E To ensure logo visibility and impact, maintain a minimum clear space zone. This allows the logo to always appear unobstructed and distinctly separate from any other graphic elements such as type, images, other logos, etc.

The minimum clear space is defined as the height of the letter f or by the diameter of the orange illustration. This minimum space should be maintained as the logo is proportionally resized.

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BRAND GUIDELINES


P H O T O B A C KG R O U N D The logo can be used on different types of photographic backgrounds but attention should be paid to each option, making sure the logo and type are not obstructed by the image. In most cases, you can use either a solid white or solid black logo on top of a background image.

TIPS:

1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Contrast the logo and background. 4. Applying a darker or lighter transparent overlay on an image helps makes text more legible.

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A. Do not rotate the logo.

B. Do not squash or stretch.

U N A C C E P TA B L E U S A G E

C. Do not place elements in the logo clear space.

A few rules are necessary for maintaining the integrity of the brand. Do not compromise the overall look of

D. Do not resize any part.

the logo by rotating, skewing, or distorting in any way – that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER ever

E. Do not rearrange parts or create compositions that are not already provided.

consider using the logo. F. Do not add unofficial elements to the logo.

G. Do not use off-brand colors. Reference the Color Usage section.

H. Do not add drop shadows or other text styles.

I. Do not contain the logo in a box when used on a background.

BRAND GUIDELINES


A.

B.

C.

C O N TAC T U S

D.

E.

F.

MONTREAL

H.

I.

J.

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This is a

HEADLINE Most of the paragraphs should be written in Regular weight in order to increase legibility. This should be used as the primary paragraph font weight, with little exception. As you can see, this weight looks bolder and fuller than the Light weight shown below. This is the Light weight of Rockwell Std and should be used carefully and sparsely, as it is much more delicate and more difficult to read. This weight is good for information that must be included but is not as important as the rest.

BRAND GUIDELINES


TYPOGRAPHY Typography plays an important role in brand identity and can be a very compelling tool if used correctly. This set of typefaces best represent the charming & emotive feel of the brand and should be used consistently across all applications.

BAUHAUS STD

Bauhaus Std

Use for headlines.

Demi

UPPERCASE, Sentence case

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

ROCKWELL STD

Rockwell Std

Use for subheaders & body.

Light, Regular

UPPERCASE, Sentence case

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1234567890

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BRAND PERSONALITY

THE EVERYMAN

The everyman is down to earth, authentic and creates a sense of belonging. The passion, dedication and reliability is undeniable, but the cool and lively characteristics are simply innate.

BRAND GUIDELINES


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CHARCOAL Pantone: P 172-16 U CMYK: 60, 54, 48, 60 RGB: 759, 58, 62 Hex: #3B3A3E

DUSTY GREEN

C O L O R PA L E T T E Consistent use of the color palette is a crucial part of brand identity, reinforcing the cohesiveness of the brand. Color also serves a

Pantone: 7730 U CMYK: 65, 22, 64, 2 RGB: 98, 154, 118 Hex: #629975

psychological purpose by communicating a certain feeling to your audience.

DUSTY RED Pantone: 180 U

The faded tones in the color scheme represent the ecological and organic nature of the brand. Color psychology suggests these warm tones

CMYK: 19, 73, 64, 4 RGB: 196, 97, 88 Hex: #C26158

are associated with positivity, which is an uplifting message of which Le Fruit Shop stands

M U S TA R D

behind. Positive experience, quality food and

Pantone: 458 U

happy customers. The mustard colour which is

CMYK: 20, 28, 68, 0

a blend between yellow and orange creates an

RGB: 208, 177, 108

environment of stimulation and whets people’s

Hex: #CEB06B

appetites. Based on past colour studies, these colours are often associated with food.

LIGHT GREY Pantone: 9043 U CMYK: 2, 2, 2, 0 RGB: 247, 245, 244 Hex: #F6F6F6

BRAND GUIDELINES


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FRONT Logo main combination

BACK Logo fruits pictoral mark Fonts Bauhaus Std, Demi (10pt) Rockwell Std, Light, Regular (7-8pt)

BRAND GUIDELINES


BUSINESS CARDS The business cards were designed in the standard horizontal format, with a simple white background. Brand fonts were used in appropriate and legible sizes and the main combination logo was placed on the front, in a manner that bleeds off the card. This design is meant to depict Le Fruit Shops brand playfulness and unique approach to grocery in a non-convential business card layout.

Standard Size 3.5� x 2�

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A FEW LAST WORDS Should you ever be unsure about how to apply the logo or any other brand collateral, simply refer back to this guide or feel free to contact with us at hello@nomadcre8tive.com – These guidelines are rather flexible and should allow for enough creative freedom to use the logos as you see fit, while still making sure the brand looks its best across all platforms and applications.

BRAND GUIDELINES


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BRAND GUIDELINES

Profile for NOMAD CRE8TIVE

Le Fruit Shop  

A Brand Style Guide designed for a boutique grocery store located in Montreal. Le Fruit Shop is committed to bringing back the personalized...

Le Fruit Shop  

A Brand Style Guide designed for a boutique grocery store located in Montreal. Le Fruit Shop is committed to bringing back the personalized...

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