Brand Standard Manual
Art323 Graphic Design II | Professor Jane Dorn, Spring 2016 | ŠSundari Harris, 2016
Authentic You
WHO WE ARE Populace is a top lingerie provider specializing in comfortable products on the body. At Populace, we are committed to providing the highest quality products for our customers. We seek to build trustworthy relationships with our customers.
TABLE OF CONTENTS BRAND IDENTITY PURPOSE MISSION, VISION, & VALUES LOGO AND LOGO APPLICATION Brandmark Clearspace Minimum size COLOR APPLICATION Background colors Background images Incorrect usage TYPOGRAPHIC SYSTEM BRAND IDENTITY PACKAGE Letterhead Envelope Business card TOUCHPOINTS CREDITS
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BRAND IDENTITY PURPOSE The purpose of this document is to help communicate that we want to establish trustworthy relationships between the employees and customers. Also to unify the products that our customers receive and emotions they have when in an Populace atmosphere. Lastly, to build Populace’s reputation of having quality products that every customer can feel comfortable in. Questions should be directed by e-mail to the Populace Corporate Office at marketing @populace.com.
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MISSION, VISION, & VALUES Our mission is to strive to remain the top lingerie company while making our customers feel comfortable and in control of their own style. Our vision is to provide high quality
products with trusted and reliable service.
Our values allow us to be a respected
member of communities around the country for lingerie. In a culture obsessed with beauty, we value the importance and tradition of personal relationships. We believe everyone should be comfortable to express their own style.
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LOGO & LOGO APPLICATIONS In order to retain a cohesive Brand design for Populace must comply with the following strict guidelines. The brandmark is to be used only as shown in this brand standards manual. The following pages establish the correct and incorrect usages of the brand identity.
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BRANDMARK The brand mark signature is made up of two parts: the logotype, and tagline.
logo
The brand mark must be sized properly and shown in the appropriate colors.
Authentic You tagline
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BRANDMARK: Options 1
The Populace brand mark can be used in two different ways, with the tagline as well as without the tagline. Most of the time when you see the brandmark it will be shown with the tagline, but at times you can also see it alone.
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CLEARSPACE Clearspace is the space that the brandmark has around it. Which means a person cannot put any other thing around it, it’s unpermissive. This helps keep the brandmark from being distorted during its use.
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MINIMUM SIZE The brandmark’s minimum size is the smallest size that the mark is able to be displayed.
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W= 2.7” H= 0.6”
W= 1.7” H= 0.5”
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COLOR APPLICATION The logo color for Populace is unique to the brand recognition. The colors were chosen for symbolic reasons and for the certain mood we want our audience to feel when they enter our stores or see our advertisements.
C:80 M:27 Y:24 K:6 R:23 G:146 B:175 Hex: 1792AF
C:0 M:0 Y:0 K:70 R:109 G:110 B:113 Hex:6D6E71
C:0 M:0 Y:0 K:0 R:255 G:255 B:255 Hex: FFFFFF
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BLACK APPLICATION In the case of using the logo in grey scale, the following show the correct shades of Greys. Black may be used as the background color in some instances, but never make the logo black.
C:0 M:0 Y:0 K:0 R:0 G:0 B:0 Hex:000000
C:0 M:0 Y:0 K:70 R:109 G:110 B:113 Hex:6D6E71
C:0 M:0 Y:0 K:0 R:255 G:255 B:255 Hex: FFFFFF
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BACKGROUND COLOR The logo color for Populace is unique to the brand recognition. The colors were chosen for symbolic reasons and for the certain mood we want our audience to feel when they enter our stores or see our advertisements.
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BACKGROUND IMAGES The Populace brandmark may be placed on images as long as they don’t interfere, distort or conflict with the brandmark.
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INCORRECT USAGE Do not change to an unpermissive color. These are a few examples of how the brandmark logo should never be used. Avoid using the logo in these ways at all times. Do not tilt logo Do not stretch.
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Do not lower the opacity of the logo.
Authentic You Do not use effects on the logo.
Authentic You Do not place on unapproved color.
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Do not reflect the logo.
uoY citnehtuA Do not change type.
Authentic You Do not place on a busy, unsubjective image.
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TYPOGRAPHIC SYSTEM In order to retain a cohesive brand identity, typography must be used consistently throughout all brandmarks, touchpoints, and collateral material.
Corbel Regular Corbel Italic Corbel Bold Corbel Bold Italic
The Corbel type family is the appropriate typeface to be used. Myriad Pro will be the default typeface paired with the typeface. Will be used in letters and on envelopes.
Myriad Pro Regular Myriad Pro Italic Myriad Pro Bold Myriad Pro Bold Italic
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BRAND IDENTITY Populace has a unique brand identity, specific to the unique atmosphere our customers should feel when dealing with our organization. For the brand to be recognized in all platforms, for example, touchpoints, brandmarks, collateral, the logo must be applied according to these standards. The following are examples of the letterhead and various touchpoints.
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https://www.behance.net/sharris
LETTERHEAD
0.5 “
101 Populace Lane Charlotte Nc, 28201
Phone: (864)276-2530 Fax: (864)276-2531
Authentic You
1.5 “ April 9, 2016
Format: 8.5” x 11”
Catrina Harris 120 Chestnut Drive Charlotte NC, 28201 Dear Catrina Harris, Nonne vides quid sit? Tu es ... Jesse me respice. Tu ... blowfish sunt. A blowfish! Cogitare. Statura pusillus, nec sapientium panem, nec artificum. Sed predators facile prædam blowfish secretum telum non se habet. Non ille? Quid faciam blowfish, Isai. Blowfish quid faciat? In blowfish inflat, purus?
Paper Type: Strathmore Pure Cotton Wove Ultimate White 28 lb. Writing Type System:
Blowfish librantur in se quatuor, quinquies maior quam normalis, et quare? Quare id faciam? Ut terrorem facit, qui quid. Terrent! Ut alter, scarier pisces agminis off. Et quod tu es? Vos blowfish. Tu iustus in omnibus visio. Vides ... suus ' suus 'non aliud aerem. Nunc ... qui cum partibus blowfish Isai? Tu damnare ius. Vos blowfish. Dicere iterum. Dicere illam quasi velis eam. Es BLOWFISH! Quod satis pecuniae sempiternum. Ut sciat oportet motum. Nunquam invenies eum. Hic de tabula. Ego vivere, ut debui, et nunc fiant. Istuc quod opus non est. Lorem ipsum occurrebat pragmaticam semper ut, si quis ita velim tibi bene recognoscere. Quorum duo te mihi videtur.
0.9 “
Sincerely,
Sundari Harris
Body: Myriad Pro, 10 pt., 100% black Header and Footer: Corbel, 10 pt., 70% black Footer EPS:
2“
https://www.behance.net/sharris
0.5 “
101 Populace Lane Charlotte Nc, 28201
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ENVELOPE Size: 4.125” x 9.5”
2“ 0.5 “ Authentic You
Paper Type: Epson Presentation Paper Matte 27 lb.
4“
Catrina Harris 120 Chestnut Drive Charlotte Nc, 28201
Type System: Front Header and Back Footer: Myriad Pro, 12 pt., 100% black Footer EPS:
0.5 “
101 Populace Lane Charlotte Nc, 28201
Phone: (864)276-2530 Fax: (864)276-2531
https://www.behance.net/sharris
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1.4 “
BUSINESS CARD Size: 2”x3.5” Paper Type: Ultimate White Wove 80 lb.
0.5 “ Authentic You
Type System: Varies depending on information
Corbel Regular/ Bold, 8 pt., 70% black Lace EPS:
Sundari Roberson Harris CEO
0.5 “
Sharris@populace.com Phone: (864) 276-2530 Fax: (864) 276-2531 101 Populace Lane Charlotte Nc, 28201
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TOUCHPOINTS Populace’s brand identity will be useful for various touchpoints. This will increase brand identification and familiarity, as well as bring the brand to life.
MAD AME
S/P
MER ICA / FAIT EN
E IN A RICA / HEC HO E N AM ERIC A
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CREDITS graphicburger.com graphicriver.net originalmockups.com pixeden.com Behance Premium Mockups