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BRANDBOOK


CONTENTS 3 Intro 4 Logo Usage 5 Incorrect Logo Usage 6 Icon Usage 7 Incorrect Icon Usage 8 Colours 9 Typographic Practice 10 Typographic Practice 2 11 Typography: Print 12 Typography: Family 13 Mix Design 13 Mango Design 14 Lemon Design 15 Strawberry Design 16 Strawberry Design Process 17 Lemon Design Process 18 Mango Design Process 19 Photography 20 Photography 21 Photography


INTRODUCTION We believe true beauty comes from the heart. For us, beauty is much more than a pretty face. We make our products with love and care. We source some of the finest raw ingredients from the four corners of the globe. We harness the skills of artisan farmers and add our expertise to create effective products that are wonderful to use. We trade fairly so communities benefit as well as you. We never test on animals, and all our products are 100% vegetarian. We campaign with passion on issues close to our heart, because activism is in our blood. We always keep people, animals and the planet in mind. So when you shop with us, you are choosing...


LOGO USAGE:

x4

D: 80.433mm

X: 100.542mm Y:124.531mm

x4


1

2

3

INCORRECT LOGO USAGE:

4

5

5

6

8

9

1. Logo is 35% rotated. 2. Logo is 90% rotated. 3. Place the logo up side down. 4. Not have a box behind the logo, and the logo being 50% rotated. 5. Squash the logo side ways. 6. Streched wide. 7. Have two logos together repeated. 8. Use the logo as a repeated pattern. 9. Repeat over and over again.


ICON USAGE: Why use icons? Design is all about communication: it doesn’t matter how important or exciting the information that you’re sharing is if you fail to hook your visitors. When initially viewing a website, most users will first scan the page for visually interesting content, and only after something grabs their attention will they actually begin reading. Icons are a simple, effective way to draw users into the content of your website.


INCORRECT ICON USAGE: You can not. You can not rotate the logo on an icon. You can not have a stroke effect on the icon. You can not have a inner drop shadow on the icon.


COLOURS: The colours we used for red-orange for Strawberry, Orange for Mango and Yellow for Lemon.

Strawberry Colours

Mango Colours

Lemon Colours


TYPOGRAPHY PRACTICE


TYPOGRAPHY PRACTICE 2


Gill Sans MT:

ABCDEFGHIJKL M N O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz 0123456789

TYPOGRAPHY: PRINT Gill Sans is a sans-serif typeface designed by Eric Gill. Gill Sans is the famous set of humanist sans serif fonts originally designed by Eric Gill and the Monotype Type Drawing Office, first appearing in 1928. Gill studied under the renowned calligrapher, Edward Johnston, the designer of the London Underground sans serif typeface. This influenced Gill who later experimented with sans serif designs, and in due course produced a set of capital letters.


Gill Sans Family:

TYPOGRAPHY: FAMILY Full list of fonts included: Light, Light SC, Light Italic, Light Italic OsF, Roman, SC, Italic, Italic OsF, Book, Book SC, Book Italic, Book Italic OsF, Bold, Bold SC, Bold Italic, Bold Italic OsF, Extra Bold, Ultra Bold, Heavy, Heavy SC, Heavy Italic, Heavy Italic OsF, Condensed, Bold Condensed, Ultra Bold Condensed, Extra Condensed Bold, Display MT Bold, Display MT Extra Bold, Display MT Cond Bold, Shadowed Light, Shadow.


MIXED DESIGN The first logo as a lemon texture apply on. The two near it and the one underneath are strawberries. Following that are coconut, pineapple, apple, kiwi and lemon again.


MANGO DESIGN The fruit bowl is staring at me. It’s eyes are fat, sweet, mangos. My mother keeps bringing them home for me. A childhood favorite, she knows. Something so tropical and sweet can only remind me of you. And the mango you plucked for me ripe from it’s tree by the shore. And the loves you swore to me juicy, sticky, dripping from your lips. I haven’t the hear to tell her I have since lost the taste.


LEMON DESIGN Out of lemon flowers loosed on the moonlight, love’s lashed and insatiable essences, sodden with fragrance, the lemon tree’s yellow emerges, the lemons move down from the tree’s planetarium


STRAWBERRY DESIGN Strawberries are like a glimpse of summer. The colour and taste Makes me come alive. The thought of days by the river Fishing, time to watch nature In all its glory Then strawberries and cream for tea.


MANGO LOGO PROCESS


STRAWBERRY LOGO PROCESS


LEMON LOGO PROCESS


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