Brand Book 2016
CONTENTS 4. 5. 6. 7. 11. 13. 33. 34.
Genesis and Brand Name Cross our heart Tone of Voice Hazel is Hazel is for Visual Brand Guidelines Conclusion Attributions
Copyright © MyCopie Notebooks Pvt Ltd
GENESIS HazelTM was created in 2015 by a very young team of dreamers led by Gokulraj.G.K in a small cluttered office in suburban Chennai, India. Positioned as the sophisticated and luxurious sister of the badass college brand MyCopie, Hazel is aimed at all the artists, executives and changemakers. At Hazel, we design stationery that is high in quality, style and usability through a rigorous process. Our positioning is not as a notebook company but as a lifestyle brand. HazelTM is owned by MyCopie Notebooks Pvt Ltd.
WHAT’S IN A NAME The brand Hazel TM was named after the rich, natural shade of gold. The name thus reflects a natural, understated kind of luxury. It conveys what the brand stands for – timeless beauty and sophistication inside-out.
CROSS OUR HEART We combine our love of fashion with the finest materials to craft inspiring and elegant products. No matter who you are, owning a Hazel product makes you feel confident of your expressions. Look and feel like you’ve got it all together!
TONE OF VOICE Be who you want to with Hazel TM as your sidekick. The voice of Hazel TM is:
Sophisticated Progressive Intelligent
HAZEL IS INSPIRING
HAZEL IS SENSUAL
THE HAZEL LOGO
HAZEL IS PLAYFUL
HAZEL IS UNDERSTATED
HAZEL IS FOR
Sanjeev, 32, IT Professional
“It’s okay to spoil oneself once in a while, if it will help you grow in your career”
Reesha, 23, Architect
“Professional style statements are my thing. What’s on my desk is as important as what I’m wearing”
Jose, 56, Businessman
“Nowadays we store all our information digitally, but nothing compares to holding a book.”
HAZEL IS FOR
Razia, 28, Photo-journalist
Dinesh, 24, Entrepreneur
Vrindha, 51, Anthropologist
“When you travel a lot, you need to stay organized on-the-go”
“I know I’m young, and I want people to take me seriously.”
“I find that the smallest of things I carry with me can be the best conversation starters”
VISUAL BRAND GUIDELINES At Hazel TM, we believe in quality and attention to detail. While we place immense trust in the instincts and skills of our designers, whether in-house or design partners, we have created a set of basic guidelines, which will not restrict, but give an edge to the quality of all our design and brand communications! While it may be a challenge at first, HazelTM simply does not settle for second best, and we believe that these small details are what make HazelTM a powerful brand.
THE HAZEL LOGO Is Royalty
The Hazel TM Logo consists of two parts: the Symbol and the Logotype. The Symbol, which substitutes the letter “E” in the name ‘Hazel’ , is an integral part of the Logo. The Logotype is created using the font Cicle Fina, to keep in spirit with the sleek aesthetic characteristic of all Hazel TM Products.
The Symbol represents the ribbon-like end of a bookmark, which sits in a notebook or journal. It can be used without the logotype in the absence of space, or as a branding element.
E+
=
THE HAZEL LOGO Needs Personal Space
Let us consider ‘x’ to be the height of the logo. Wherever it is placed, be it on the corner of a page, or on a web banner, it must be surrounded by ‘x’ units of breathing space on all four sides. In case of a mounted patch, used in products 0.5x space must be provided on all four sides of the logo. The patch should further be surrounded by a minimum of 0.5x space.
80 px
120 px
Its Never Invisible. Size minimums have been specified to ensure legibility in various media, The Hazel Logo must never appear less than 2.5 cm on print, and never less than 80 px on screen. The Hazel Logo may be used in only its original color. In case of black and white communication, either a white or black version of the logo may be used.
200 px
THE HAZEL LOGO Gets motion sickness
Remember, Hazel always travels by business class. So go great lengths to keep the Hazel logo comfortable. The following mistakes must not be made at any cost.
1.
2.
3.
1. Don’t rotate the logo diagonally. 2. Don’t apply any effects.
4.
5.
6.
7.
HAZ L
3. Don’t skew, stretch or squish the logo. 4. Do not change the logotype 5. Don’t alter the logo to run vertically. 6. Don’t recolor the logo. 7. Don’t place against clashy background colors
THE HAZEL SYMBOL Is an Icon
The Hazel Symbol is an iconic symbol of what the HazelTM Brand stands for: understated class and love of expression. It can reach heights and depths that the logo cannot. We do not recommend the use of the Hazel Symbol by third parties for design purposes. The Hazel Symbol can be used as a standalone element in the following cases.
Communication by Hazel 1. There isn’t enough space to for the logotype to fit. 2. There is a central message, of which the brand is not the focal point. 3. Icon in digital applications. 4. Partnerships with other brands which choose iconic representation.
Product Design by Hazel Designers of Hazel’s Products (of both physical and visual elements) have full creative license to use Hazel Symbol. However, the rules applicable to use of the Hazel Logo are also fully applicable to use of the Hazel Symbol.
THE HAZEL STREAMER Is more than just decoration
The Hazel Streamer is a string of words, telling the world to express themselves, and love it! Whether our customers have got love that they want to express, or if they plain love to express, this streamer connects.
“Love
to
E x p r e s s ”
It is made from the font Cicle-Fina, and strung to the Hazel TM Logo. It is always placed below the logo, and stretched just enough to reach the ends on either side. If ‘x’ is the height of the Hazel TM Logo, the height of streamer is always maintained at x/4. The distance between the logo and the streamer is x/8.
x/4
x/4
THE HAZEL TRADEMARK The logo and brand are trademarked property of MyCopie Notebooks Pvt Ltd. The trademark symbol is consistantly maintained at x/4.
THE STRIPED RIBBON Is an element
The Striped Ribbon, which is an extension of Hazel symbol is used as a brand element as well as a product element. Many of the brand collaterals sport the ribbon, the symbol or their negative forms as design elements, creating a unique visual identity for brand HazelTM. The ribbon is used most commonly, and most literally, as bookmarks in all the HazelTM diaries.
CLASSIC COLOR PALETTE The brand’s classic colors are Royal Bl ue, Hazel Gold, Satin white and Walnut Brown. Combinations of any or all of these colors are to b e used in branding an d c o m m u n i c a t i o n , th o u g h not necessarily in products. CMYK: 3/ 4/ 4/ 0 RGB: 248/ 245/ 244 HEX: F 8 F 5 F 4 Pantone: 6 6 3 c
CMYK: 30/ 30/ 90/ 10 RGB: 180/ 156/ 47 HEX: B 4 9 C 2 F Pantone: 6 1 3 c CMYK: 60/ 60/ 70/ 70 RGB: 130/ 53/ 139 HEX: 3 8 2 F 2 3 Pantone: B l a c k C CMYK: 100/ 90/ 50/ 50 RGB: 26/ 34/ 58 HEX: 1 A 2 2 3 A Pantone: 2 8 2 c
THE HAZEL TYPE A M Y k w 9
B N Z l x 0
C O a m y #
D P b n z &
E Q c o 1 *
F R d p 2 “
G S e q 3 ‘
H T f r 4 ?
A B MN Y Z k l wx 9 0
C O a m y #
D P b n z &
E Q c o 1 *
FG RS d e pq 2 3 “ ‘
I U g s 5 !
H T f r 4 ?
J V h t 6 ,
I U g s 5 !
K W i u 7 .
L X j v 8 @
J K L VWX h i j t u v 6 7 8 , . @
Cicle: Mr. Fancy Pants Cicle is the font used in all our titles when it comes to print. It comes in Fina (light), Semi (Regular) and Gordita (bold), with Italic options for all three. This font is used by us widely, from print ads to packaging, to the product itself!
Helvetica: Ms. Timeless Beauty Helvetica is the font used in all body text for print purposes. We like to use only the Regular and Light versions.
COLLATERALS Collaterals are yet another opportunity to express what we love! We keep in harmony with the HazelTM spirit by delivering a playful twist on classic sophistication. Of course, it goes without saying that all our collaterals too must follow the brand guidelines.
PHOTOGRAPHY Ba l a n ce : The main purpose of using photographs is communication, so all images must follow a visual hierarchy and look balanced. Relevance: The photograph should be relevant to the context, as well as visually relevant. Energy: Avoid pictures that are static, and instead opt for those with some movement. When there are subjects in the picture, let them be doing something.
PHOT OGRAPHY While uniqueness and creativity is encouraged, one is strongly urged to avoide the following faux pas:
Poor placement of logo/text
Cropped haphazardly
Oversaturated color
Pixelated
PHOTOGRAPHY
#lovetoexpress Hazel is never bored
PHOTOGRAPHY
#lovetoexpress
Hazel doesnt try too hard
PHOTOGRAPHY
#lovetoexpress Artists
PHOTOGRAPHY
#lovetoexpress
CXO’s
#lovetoexpress
PHOTOGRAPHY
Products
HazelTM doesn’t sell i-pads, lighters or pieces of wood. Lets keep the focus on the product we’re selling!
PHOTOGRAPHY
Focus on the user
#lovetoexpress Or focus on the product
CONCLUSION So that’s it for now! Thank you for reading this publication. We hope this has helped greatly in acquainting you with Brand Haze lTM If you have any questions regarding what is in this publication, don’t hesitate to send an email to design@hazelnotebooks.com and we will get back to you soon!
ATTRIBUTIONS We like to give credit where it’s due. If you find we have missed out on any attribution, do let us know. design@hazelnotebooks.com
PHOTOGRAPHY: persona 1: photograph by Daniel Zedda, found on flickr; persona 3: photograph by Timothy Krause, found on flickr; persona 5 photograph by Michael Carian.