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SAY HELLO to the drugstore

WHERE NATURE & SCIENCE MEET


TABLE OF CONTENTS

INTRODUCTION

01

1 Letter from CEO 2 Brand Overview

IDENTITY ELEMENTS

02

3 Logo 4 Logo Usage 5 Color & Type 6 Integrity

STATIONERY SUITE

03

7 Stationery 8 Letterhead 9 Envelope 10 Business Card

APPLICATION

04

11 Packaging 12 Packaging 13 Product Tag 13 Bag & Name Tag


LETTER

IT IS OUR MISSION

as a community drugstore to promote excellence in the practice of homeopathic pharmacy and medical pharmacy services. We are a drugstore dedicated to healing. The needs of our customers come first, which is why we offer a natural route as well as a scientific solution for every ailment. We strive to re-establish the traditional doctorpatient relationship within our local community in Buena Vista, Colorado.

INTRODUCTION 01

This company has been passed down through the Buckley family for one hundred fourteen years. As a family business, we strive to preserve tradition, but we also welcome modernity in select areas.

1

The sole purpose of the Visual Standards Guide is to provide consistency throughout the design and brand strategy of Medicine Man Drugstore. It is important to this company to use these guidelines within this manual as an aid for any Medicine Man creations.

JOHN W. BUCKLEY OWNER & CEO


BRAND OVERVIEW

The Medicine Man Drugstore initially distributed medicine to the locals of Buena Vista, Colorado in 1896. One hundred fourteen years later, Medicine Man is still serving the local community. Medicine Man has conformed to the ever-shifting society by staying modern and meeting the needs of everyday people, but holding onto the traditions that really matter. This drugstore is unique because we offer two lines of medicine: a scientific line and an alternative line. These two routes reach out to a wider range of people in the area by giving the customer a choice between modern medicine and homeopathic medicine.

2


PRIMARY LOGO

IDENTITY STANDARDS 02

LOGO

3

This is the main logo used to represent the company, which is a formal approach to incorporating the graphic mark with the full typographic title of the company.

ELEMENTS The graphic mark can be taken apart for product identification. The leaves are applied to all homeopathic solutions to better direct customers. The flask is used to represent the scientific side of the company. This mark is applied to all products that are categorized as modern, scientific medicine.


LOGO USAGE

TYPEDRIVEN

MEDICINE MAN DRUGSTORE

The type logo is a concise way to represent the company through typography. It is to be used alone within limited color applications. This type can be reversed.

GRAPHIC MARK The graphic mark combines the natural and scientific products within the store. When appropriate, it can be used alone to represent the company.

COMBINATION The graphic mark and typography can be paired in this manner. This is to be used when horizontal orientation is needed.

4


IDENTITY STANDARDS 02

COLOR & TYPE TREATMENT

5

PROCESS BLACK

PANTONE 371 M

90% Tint

75% Tint

TYPOGRAPHY Clarendon STD- Roman is the font family to be used for headline type as uppercase text. Yanone KaffeesatzRegular is to be used as a secondary type in uppercase text. Filosofia- Regular is the font to be used for all body copy applications. This typography treatment applies to all marketing and packaging solutions.

CLARENDON STD—ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 YANONE KAFFEESATZ—REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 FILOSOFIA—REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


INTEGRITY

A

B

MEDICINE MAN DRUGSTORE

C

D

A B C D

M ED

ICI

D R U G NE MA STOR N E

Do not re-arrange the leaves in any way. Do not add additional spacing. Do not create shapes to outline the logo. Do not rotate any logo elements.

6


STATIONERY

SPECIFICATIONS

STATIONERY SUITE 03

The stationery suite must be printed on NeenahEnvironment, Quest Ivory paper. 24lb Writing should be used for letterhead, 80lb Text for envelopes, and 100lb Cover for business cards.

7


LETTERHEAD

2.75”

MEDICINE MAN STREET CITY

125 PONCHA CIRCLE

BUENA VISTA

2”

STATE

COLORADO

ZIP

81211

DR. WEBB’S GENERAL STORE 7346 COTTONWOOD PASS BUENA VISTA, CO 81211

01. 31. 10

2.125”

Dr. Charles Webb: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean rutrum libero non urna congue lacinia. Pellentesque fringilla, velit feugiat lacinia feugiat, lectus odio tristique urna, et adipiscing diam metus nec lectus. Phasellus fermentum fermentum sollicitudin. Nullam arcu arcu, aliquet vulputate lobortis non, porta ac est. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin et ipsum lectus, eu ultrices lorem. Morbi odio ante, varius at consequat sit amet, laoreet id metus. Curabitur ullamcorper elementum libero et tristique. Maecenas vitae lacus nisi, vitae vehicula mi. Integer eros mauris, tempor non pellentesque non, mattis sit amet ipsum. Suspendisse ultricies malesuada tortor, a hendrerit nisi porta eget. Cras sodales lacinia nisi id dignissim. Etiam rhoncus purus at erat rhoncus a pulvinar sapien tempus. Vestibulum id odio felis, in vestibulum nisl. Aenean justo nunc, mattis in dictum non, tincidunt sit amet nibh. Donec dapibus nibh vitae eros lobortis ac hendrerit metus scelerisque. Phasellus et diam sed quam ullamcorper tincidunt. Donec vehicula nisi tempus mi pellentesque lobortis eleifend sit amet ligula. Sed quis lectus adipiscing est aliquet vehicula in id magna. Fusce iaculis pretium nunc ut rutrum. Donec ut vestibulum augue. Suspendisse ut dolor vel diam elementum vehicula in quis diam. Aliquam erat volutpat. Praesent mattis vestibulum tortor, non pretium ante adipiscing at. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam non justo metus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus. Sincerely,

2”

NAME TITLE

JOHN W. BUCKLEY OWNER & CEO

1.5”

Letterhead is scaled to 50%

SPECIFICATIONS The recipient address should be set in Yanone Kaffeesatz- Thin 8pt with 60 tracking. All body copy should be Filosofia- Regular 9pt with 12pt leading and 50 tracking. The closing name and title should be Yanone Kaffeesatz- Thin 8pt with 60 tracking.

8


ENVELOPE

STREET CITY

125 PONCHA CIRCLE

BUENA VISTA

STATIONERY SUITE 03

4”

9

STATE

COLORADO

ZIP

81211

DR. CHARLES WEBB 7346 COTTONWOOD PASS BUENA VISTA, CO 81211

1.5”

Envelope is scaled to 50%

MEDICINE MAN DRUGSTORE

SPECIFICATIONS The name should be set in Clarendon- Roman 12pt, and the address should be Yanone Kaffeesatz-Light 12pt with 60 tracking.


BUSINESS CARD

0.25”

IDA CALHOUN

1” 1.25”

HEAD PHARMACIST

EMAIL

WEB

IDA@MEDICINEMAN.COM

0.75”

MEDICINEMAN.COM FAX

PHONE

(771)-296-5327

0.5”

1”

(771)-296-7315

Business card is full scale

MEDICINE MAN DRUGSTORE

SPECIFICATIONS The name should be set in Clarendon- Roman 10pt, and the job title should be Yanone Kaffeesatz- Thin 7.5pt with 150 tracking. E-mail and web information should be Yanone Kaffeesatz- Regular 7pt with 60 tracking. The phone and fax should be ClarendonLight 7pt with 10 tracking.

10


PACKAGING

APPLICATION 04

MEDICINE PACKAGING

11


PACKAGING

1

2

12


PRODUCT TAG

APPLICATION 04

1

13

2


BAG & NAME TAG

14


SAY GOODBYE to the drugstore

WHERE NATURE & SCIENCE MEET


Medicine Man Standards Manual