style guide surface level stuff
—scape: “a picture or representation” or “indicating a scene or view of something” (dictionary.com)
Something that is at the center of conversation, entertainment, and company deserves an intimate display. Scape sustains the art of the coffee table. The stuff on the surface is what makes moments around the coffee table memorable.
Scape is for those that are passionate about a tasteful lifestyle. It is for the artists, designers, or the dilettantes. The pieces are curated to feel nostalgic yet timeless and will help elevate the character of the room. They are meant to inspire comfort, confidence, and togetherness.
The 1960s the coffee table started becoming a spectacle rather than a functional piece of furniture. Central air rose in popularity which meant the coffee table no longer had to be situated near the fireplace, and the space became much more casual.
The post-war era ignited mass produced items like books, magazines, and games which acted as entertainment for guests and left an impression about the status of the family household. Adorning the coffee table was a way to create an artistic experience within a smaller scale.
The arrangement of items on the coffee table is a reflection of the owner’s sense of personal style and taste. Scape was created as a tool to help guide and define the style that the eye first sees when entering the room.
The brain searches for memories in each new encounter. What makes something more memorable is the way an experience makes someone feel. The scent, the aesthetic of the box, and the excitement of receiving curated items for your home creates a memorable experience.
Subscribers and spectators will remember the experience of being gathered around the coffee table, the energy that is carried through the air in conversation and candles and coffee.
The subscription box is sent at the start of each season and includes items like candles, lighters, trays, coasters, etc. There will be three curated items in each shipment. They can be showcased as a special set of items or combine with existing decor.
Upon receiving the first order, an account should be made with Scape through the website or app. After making and account and subscribing to Scape, you will be greeted with a branded box filled with your items, a welcome letter, and an example display. Log into your account to answer follow ups about overall satisfaction.
scapebox.com
The type in the Scape logo has been modified from Fit Wide to look like a table by extending the ‘C’ and ‘P’ downwards to act as the legs. The upper corners of the word form have been rounded so the logo takes on a modern feel. On top of the logo are silhouetted icons that resemble items found on a traditional coffee table. With each new season, the icons on the table will change.
To fit on a business card or smaller applications, the logo is scaled down to 1.5". The space between each letter is spaced out one pixel further to the left, right, and top. The extra space makes the logo more readable at smaller sizes.
The vase icon is used to measure clear space around the logo since it is the tallest feature. The vase icon adds one inch of negative space on each side.
This variation of the logo is scaled down to 2.11” x 1.5” with more space added between each letter so it can be used on a business card or small applications and remain readable.
The “S” from the logo can be used as a variation on packaging and labels that are not very wide.
Icons from the brand may be used as a variation. They are best used on packaging and labels to show the function of the product.
primary
secondary
The three colors that make Scape identifiable from across the room are brick, cocoa, and butter cream. This combination of colors can be rearranged and used in countless applications. Every color from the brand can be used together in a way that accentuates the palettes of each season.
Scape branding never uses black or white, but instead uses cocoa and buttercream as the most stark contrasting colors.
cocoa P10-6 U M19 Y72 R255 G207 B98 #FFCF62
golden hour P10-6 U M19 Y72 R255 G207 B98 #FFCF62
tangerine P24-8 U M75 Y100 R246 G135 B31 #F6871F
This is an example of how colors in the Scape color palette can be paired and rearranged to fit for any season. Spring and Summer utilize the lighter colors such as buttercream, tangerine, golden
hour, and lounge, whereas the cooler months implement the darker, warmer colors in the palette.
The color logo is used on top of the subscription box, on the website, and on the app. The most dominant color should be used as the background, and the word mark should use two contrasting colors that pair well with the background.
The color logo is the only instance where the word mark and icons are seen with a drop shadow. This shadow implies that the word form is at an angle and is casting a shadow behind it. Different color schemes can be implemented to correlate with the season of each shipment.
icons
colors 16
The Scape color palette is an important factor in the brand identity. The palette is very warm and retro, but used in a modern way.
imagery
Illustrations and photography are recognizable due to the colors in the brand palette and the angular shadows used in color applications.
page breaks
assets
Sleek and modern page breaks with a modular title design break up the color and patterns in style guide and web applications.
The logo should not be scaled down without adjusting tracking for readability.
It also should not be spaced out disproportionately.
Each letter in the word mark should be the same color.
The voice and tone of Scape allow for many creative freedoms in the brand design. However, there are some dont’s that should never be done. Don’t use black. Don’t use white. Don’t make each letter a different color. Don’t scale down the logo without tracking.
For the tagline don’t use uppercase, and please don’t track it out.
