Seed Co. 28
The main objective or purpose of this booklet is to
create and define Gaia Seed Company’s Corporate
Identity Manual, in order to design and project an image, to achieve differentiation, creating coherence and unity throughout all logotype/brand applications
and uses. This Corporate Identity Manual has been created to reveal a defined identity, and introduce you
to the personality, appearance, and voice of Gaia Seed
Company. The standards in this manual were created to give the viewer a technical understanding of the components and structure of the brand.
Gaia Seed Co.
Corporate Identity Manual
This Corporate Image of a company of a business or important service, is part of the company’s personality, it defines all of its visual components, and is part of differentiation amongst other corporations. The image tends to transmit personality, essence, and fundamental values to the viewer of this manual. These values include
innovation, tradition, prestige, elegance, differentiation, quality, service, and simplicity.
This Corporate Image is a fundamental agent for the uniqueness of the company. This way, a brand is easier
to comprehend and it expresses credibility and trust.
Taking all these necessary factors into consideration, Gaia Seed Company’s Corporate Identity Manual is presented. The intention of this Corporate Manual is
to create a guide to allow the good management of the brand’s identity and uniqueness, and it will serve as an instrument to consult the handling of the brand.
Gaia Seed Co.
Corporate Identity Manual
WHAT IS A BRAND?
A symbol, the most essential form of an institution
to manifest itself visually. A brand is the identity of a
specific product, service, or business. A brand can take many forms, including a name, sign, symbol or slogan.
This is, the personality of a product, company, or service. HOW SHOULD A BRAND BE?
A brand should be understandable, simple, eye-catching,
strong, noticeable, memorable, meaningful, distinctive, future-oriented, and comprehensive. It should also be consistent throughout all of the company’s applications. WHAT IS A CORPORATE IDENTITY MANUAL?
A Corporate Identity Manual plays an important role
in the introduction and application on the brand’s
identity. Its content comprehends visual elements of an identity or brand and its design system, including
application rules, guides, and organization of the brand. This includes the symbol, the logotype, identity, the
corporation’s typography, secondary typography, a construction grid, a restriction area, all permitted uses, some prohibited uses, the identity in negative, identity
in positive, minimim reduction, and corporate colors. The organization of all these elements are involved in the Corporate Identity Manual, and are the basic
elements to take in consideration when designing the brand’s applications.
Gaia Seed Co.
Corporate Identity Manual
WHO USES THIS MANUAL?
Every person involved with Gaia Seed Company. People
working in the marketing, visual communication, public relations, press, production and corporate areas
of the company. This Manual is designed as a technical instrument to be handled by the corporation’s working
professionals. This Corporate Identity Manual has two main sections: BRAND and APPLICATIONS.
HOW IS THE MANUAL ORGANIZED?
On the BRAND section, all the elements involving the
brand are developed to define the visual identity of the
company. These elements include the symbol, logotype, the identity, the corporation’s typography, secondary typography used, a construction grid, a restriction area, all permitted uses, some prohibited uses, the identity in negative, the identity in positive, minimum reduction, and corporate colors.
On the APPLICATIONS section, the manual develops a proposal of concrete applications like letterhead, envelope, notepad, mug, shirt, and packaging.
It is important to take in consideration that applications are proposals of the infinite possibilities that can be applied and designed for the brand.
Gaia Seed Co.
Corporate Identity Manual
1
THE SYMBOL
3
THE IDENTITY
2 4 5
THE BRAND
6 8
10 12 15 16 17 18
THE LOGOTYPE BRAND TYPOGRAPHY
SECONDARY TYPOGRAPHY CONSTRUCTION GRID RESTRICTION AREA PERMITTED USES
PROHIBITED USES
BRAND IN NEGATIVE BRAND IN POSITIVE
MINIMUM REDUCTION CORPORATE COLORS
Gaia Seed Co.
Corporate Identity Manual
THE SYMBOL
The symbol of Gaia Seed Company is a symbol to be remembered easily and it is easily perceptible and
memorable due to its vibrant color and its association with natural plant leaves. The silhouette of the leaves
is the main element of the company. Its meaning is the
regular shape of two plant leaves, juxtaposed together to create a coherent visual composition.
The Symbol
1
THE LOGOTYPE
This is the component of the graphic visualization of the company designed with a specific chosen typography. It is a unique icon and it is a singular typeface associated
with the company. Its dark brown color creates contrast when put together with the symbol.
The Logotype
2
THE IDENTITY
The whole brand identity identifies the company or institution. This brand is the main design used by the
company to distinguish amongst others, and is used to avoid plagiarism. The brand should be able to transmit the company’s character. The brand then, is composed by the symbol and logotype.
The brand has the objective to identify all segments of the company. The harmony and the well-balanced
design of the brand are fundamental for the acceptance of the viewer. Visibility and legibility are attributes that
have to exist in order for the brand to be memorable. The Gaia Seed Company brand must be used on all marketing and standard corporation tools.
Seed Co. The Identity
3
BRAND TYPOGRAPHY
The visual personality of a corporation offering a product
or service is usually consolidated through its typography, in order to easily recognize a brand.
The following typeface was selected because of its characteristics of easy and perceptible legibility when
forming the word “gaia”. Its functionality and graphic compability work together with the symbol, creating a
harmonious graphic composition. The only text of the brand should be done using this specific typography and no other.
The typography used was “Dr. Sugiyama”, on its regular style and it is used in lowercase. This is the only font permitted
for the use of the brand. It will be used consistently on the
brand, and it will not be changed under any circumstance. No uppercase version of the font will apply to the design of Gaia Seed Co.’s brand image.
Dr. Sugiyama
Brand Typography
4
SECONDARY TYPOGRAPHY
As a secondary and compatible typeface, Helvetica on
its medium, roman and heavy italic styles is applied to the brand. This typeface has the characteristic of being
extremely legible. Its simplicity is used to complete the brand as a whole, specifying that Gaia is a Seed Company. This typeface will be used for the brand’s
applications, including texts throughout the designs in order to achieve consistency.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Roman 1234567890 abcdefghijklmnopqrstuvwxyz A B C D E F G H I J K L M N O P Q R ST UVW XY Z Helvetica Regular 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Heavy Italic 1234567890
Secondary Typography
5
BRAND GRID
To facilitate the comprehension of how the brand is constructed and designed, and to provide a tool that
helps constructing and reproducing the brand, a grid has been designed and it is used to specify the brand’s proportions within these specific parameters.
A grid is the most appropriate method to recreate the exact copy of the whole brand. This specific grid can be reproduced in any application and support on which
the brand will be utilized, whatever the dimensions of reproduction are. The whole identity will conserve the following proportions and composition: ½u
1u
1u
1u
½u ½u
5u
1u
1u 1u 1u
4½u
5½u
½u 1u ½u
4u
Brand Grid
6
½u
1u
1u
1u
½u ½u
5u
1u
1u 1u 1u
4½u
5½u
½u 1u ½u
4u Brand Grid
7
RESTRICTION AREA
In order to achieve the best legibility of the brand, it is
important to respect a restriction area surrounding the brand. This specific grid is designed to divide the brand
from other elements like headings, texts, or images. Establishing the restriction area of the brand, assures and protects the visual independence of the brand
within other visual and graphic elements surrounding the whole brand.
No other element should surpass these specific limits, in order to avoid visual contamination with the brand.
Restriction Area
8
Restriction Area
9
PERMITTED USES
The brand will always maintain its corporate colors when being reproduced. Brand typography must be equal through all brand reproductions. Only two versions of the brand will be chosen for its reproduction on different layouts. Options will include recreating the brand in one same color, and this color has to be one of the two corporate ones.
Seed Co.
Seed Co.
The whole brand should remain equal and consistent throughout all applications. This version will consist of the symbol, the logotype and the words “Seed Co.� No type will change.
The second accepted version of the brand can be reproduced without the specification of the company. In this case, the bottom part of the brand can be removed for its reproduction.
Permitted Uses
10
The brand can be totally recreated with the established corporate green.
Seed Co.
The brand can be totally recreated with the established brown color.
Seed Co.
Permitted Uses
11
PROHIBITED USES
It is not correct in any way, to deform the dimensions of the brand. This includes each element that forms the
whole logo. Brand specific dimension parameters are established in this manual and the dimensions of the
brand will always be taken into consideration when being reproduced.
Prohibited uses on a brand are always an important part of a manual. This section makes it clear on how the
brand should not, under any circumstances, be treated or reproduced on any application.
The brand must never be altered or recreated in anyway. Changing the brand’s elements will be considered as an unappropriate use of the brand.
Although not every unacceptable rendering of the brand is depicted in this important section of the Corporate
Identity Manual, these are some examples of the prohibited uses of the brand that Gaia Seed Company wishes to avoid.
The brand’s integrity will remain constant throughout
its different applications and uses. This will create a well-recognized brand and its seriousness will be respected as long as the brand exists.
Prohibited Uses
12
Shadows or transparencies will never be used in the brand.
An alternate color for the reproduction of the brand is not an option.
Seed Co.
Once again, changing the color of the brand will create a non-serious brand.
Seed Co.
Prohibited Uses
13
Seed Co.
Distortions on the brand will never be used for its reproductiion.
Seed Co.
Seed Co.
Colors on background will never be an option for the use of the brand.
Any pattern used as a fill color for the brand will never be elegible.
Prohibited Uses
14
IDENTITY IN POSITIVE
This is the version of the identity in black and white colors. The positive version of the brand, as well as
the negative version, will make it easier for the person
reproducing the brand, when this brand is being
photocopied or when being sent on a sheet of paper in a fax transmission. With the trust that this will be respected whenever the case is given, the brand in positive is presented below.
Seed Co. Identity in Positive
15
IDENTITY IN NEGATIVE
The identity in positive and negative is designed with black and white colors and no half-tones or grey tints
will be used and will not be included as an option for these brand versions.
Identity in Negative
16
MINIMUM REDUCTION
Versions of the brand that are recreated in less dimensions than the one presented below, will make it
difficult to appreciate and are truly unnecesary when trying to make the brand legible.
0.6 in.
Seed Co.
0.7 in.
Minimum Reduction
17
CORPORATE COLORS
The color in a brand is one of the basic elements used fot identification. It gives shape and life to a brand, and
contributes when identifying the personality of the brand within the graphic elements that are used to create a coherent visual composition.
Chosen for specific reasons, the corporate colors of Gaia Seed Co. are the following two:
PANTONE DS 318-1 C C:50 M:70 Y:80 K:70
PANTONE DS 299-1 C C:50 M:0 Y:100 K:9
Corporate Colors
18
20
LETTERHEAD
22
BUSINESS CARD
21
THE APPLICATIONS
23 24 25 26
ENVELOPE NOTEPAD SHIRT MUG
PACKAGING
Gaia Seed Co.
Corporate Identity Manual 19
LETTERHEAD
5.5 in.
Mr. Brent Collinson Senior Buyer 4830 Kimbark A ve.
This page shows a typical layout for an A4 letterhead as an example. Shown here at 55% of the actual size. The letterhead must always be printed in full color. Do not try to reproduce, scan or trace the logo from this manual.
Chicago, IL 60635
1.3 in.
Helvetica Roman 9 pt.
Dear Mr. Collinson:
As a valued customer of Gaia Seed Co., we couldn't wait to bring you the good news. This letter is to announce the incorporation of our new customer incentive program (CIP). While
1.5 in.
you read on I think you'll agree, it's super! Starting on June 1st, a record of your account with
our store w ill be maintained on a cumulative basis for a period of one year. O nce your purchases have reached $500, you will be automatically entitled to a 5% discount on any
3.6 in.
Seed Co.
order placed, including orders for sale items. When your orders have reached the $1,000 mark, your discount will increase to 10%. A $1,500 accumulation of orders will entitle you to a 15% discount and once you have reached $2,000 you will receive 20% off all merchandise orders. We think it's a gr eat idea and hope that you agr ee with Gaia Seed Co .
11 in.
455 Montgomery St . Savannah, GA 31401 F (912) 877-1234
Won't you send us a purchase order today to get you started on your way? If you think of a good name for us to tag onto this new discount pr ogram, please let us know immediately!
P (912) 877-1234
Since rely,
Carla Paola Torres Manager
www.gaiaseedco.org
Helvetica Heavy Italic 7.5 pt. 8.5 in.
Letterhead
20
ENVELOPE This page shows a typical layout for a Gaia Seed Co. envelope as an example. Shown here at 60% of the actual size. The envelope must always be printed in full colour. Stock: Kraft Paper. Do not try to reproduce, scan or trace the logo from this manual.
2.3 in. 1.3 in.
Seed Co.
3 in.
1.5 in. 4 in.
455 Montgomery St. Savannah, GA 31401 F (912) 877-1234 P (912) 877-1234
www.gaiaseedco.org
Helvetica Roman 6.5 pt. Helvetica Heavy Italic 7 pt. 9 in.
Envelope
21
BUSINESS CARD This page shows a typical layout for a business card as an example. The business card must always be printed in full colour. Stock: Kraft Paper. Do not try to reproduce, scan or trace the logo from this manual.
1 in.
1.5 in.
Seed Co. 3.5 in.
Carla Paola Torres Manager
455 Montgomery St .
Helvetica Roman 7 pt.
Savannah, GA 31401 F (912) 877-1234 P (912) 877-1234
www.gaiaseedco.org
.5 in.
2 in.
Business Card
22
NOTEPAD This page shows a typical layout for a notepad as an example. The notepad must always be printed in full colour. Stock: Kraft Paper. Do not try to reproduce, scan or trace the logo from this manual.
1.5 in.
5.5 in.
1.7 in.
8.5 in.
4.5 in.
5.5 in.
Notepad
23
SHIRT This page shows a typical example for a shirt that every person involved with Gaia Seed Co. will wear to work.
Shirt
24
MUG This page shows a promotional mug that will be gifted to each buyer.
Mug
25
PACKAGING This page shows some of the infinite possibilities for packaging design. The symbol can be used as a pattern.
Packaging
26
This Corporate Identity Manual has been created to reveal a defined identity, and introduce you to the personality, appearance, and voice of Gaia Seed Company. The standards in this manual were created to give the viewer a technical understanding of the components and structure of the brand. For more information on the use of this manual, please contact Gaia Seed Co.
Carla Paola Torres Manager
455 Montgomery St . Savannah, GA 31401 F (912) 877-1234 P (912) 877-1234
Gaia Seed Co.
Corporate Identity Manual 27