GRC420_1002_Fall2022_MariMercado by unlv420

Brand Identity Style Guide 2022

01 02 04 03 05 06 Introduction What is Midnite Reads Design Brief Basic Elements Color Palette Typefaces Logo - Symbol Description - Black and White Ratio - Master Logo - Logo Variatons - Logo Restrictions - Clear Space and Min. Scale Stationary Design Letterhead Envelope Business Card CD Cover and Slip Presentation Folder Signage Design Entrance Hours and Services Promotional Location Categor y Packaging Design Midnite Crate - Box Shopping Bag Merchandise Tote bag Mug Pencil Case Notebook Credits 07 Sources & Attributions 3 9 19 29 43 51 57

01 Introduction

What is Midnite Reads? Design Brief

What is Midnite Reads?

Midnite Reads is an independent bookshop for book enthusiast who loves reading fiction. The store mostly offers fictional books with variety of sub-genres. It is a welcoming place to come together and to feel comfortable and at ease offering quality products. A place for readers and authors that loves the feel of quiet, quaint, and not overbearing shop.

The name Midnite came from the word midnight or late night. Based on a survey, majority of the fiction readers loves reading late at night or, more so, at midnight. This was because of less activity around and where everything is quiet imagination takes place. Thus, for the company hours was to open from late afternoon until midnight.

The bookstore also offers other services such as:

• Coffee shop

• Open poetry night

• Midnite Crate book box subscription

• Nook Reading Spacepace

• Book re-pair

• Gift shop section

Design Brief

The design concept for this bookstore is to go along with the brand name, Midnite Reads. It is a concept of midnight, but the vibe is also to give a feeling of a rustic quaint shop. There are design elements of wood, stones, lantern, and fireplace to give a cozy, warm, but well-lit place as readers and customers spent their time on the stores until midnight. The major color palettes dark colors such as navy blue, yellow, ivory white, and black. This are easy on the eyes and invites it’s target audience. It also includes incorporating icons and imagery, such as moon, stars, book, and lantern.

The design goal of this book shop design is to lean away from a traditional bookstore. It has arelaxing atmosphere with a hint of rustic and industrial design in a loft setting style. This takes cues from rural and urban worlds. It includes wood furniture, metal finishes, brick walls and fireplace, and earthy finishes with minor imperfections. As for the logo, it will encompass a brand message into fonts and designs as a means of increasing reliability and brand trust. It will incorporate the overall branding – a simple and recognizable iconography along with the bookstore name.

Basic Elements

Color Palette Typefaces Logo • Symbol Description • Black and White Ratio • Master Logo • Logo Variatons • Logo Restrictions • Clear Space and Min. Scale

The Midnite Reads color palette reflects the brands identity and its target audience. The color choices of the brand pinpoints the brand name’s Midnite form the term “midnight” and its imagery of dark sky, moon, and glowing stars. It also conveys the brand’s theme and a meaning behind each color.

#17516B RGB (23,81,107) CMYK (93,63,40,22)

NAVY BLUE

This shade of blue represents balance, intelligence, and imagination

#E9B42A RGB (233,180,42) CMYK (9,29,96,0)

#F4F4F4 RGB (244,244,244) CMYK (2,2,2,2)

GOLDEN YELLOW

This shade of yellow represent optimism and originality. It was also the most attension grabbing amongst all colors

OFF WHITE

This shade of white represents regality and elegance. It was also to take a leeway from naturl white and to help other colors of the brand pop.

#081013 RGB (8,16,19) CMYK (79,68,63,83)

NIGHT BLACK

This shade of black represents power and class, similar to blue. It embodies elegance and minimalism as well.

Color

PRIMARY TYPEFACE

The primary typeface is Futura. It’s a geometric sans serif typeface designed by Paul Renner. It is is based on geometric shapes, similar to the Bauhaus design style of the period. It was sold as the “font of our time,” and as the “font of the future.” Thus, It was used as a timeless branding inluding in the logo.

SECONDARY TYPEFACES

The secondary typefaces are Baskerville Display and Adorn Condensed Sans. Both fonts contrasts the primary typeface. The Baskerville Display is a serif font mostly used for large point sizes. This font was used in the main type of the brand’s logo. Also, the Adorn Condensed Sans gives both modernity and informality. It’s a contrast to give a catchy leeway to the formal fonts and used in the Midnite Crate box.

Typefaces Futura Baskerville Display PT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890!@#$%^&*()

Adorn Condensed Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()

Symbol Description

1. The navy blue crescent moon represents as the brands main theme. It conveys midnight thus the bookstore name and theme.

2. The golden yellow glow by the crescent moon serves as a guide to grab the audience attention. It is to emphasize the over all logo and make contrasts.

3. The quarter yellow roman numeral number represnets as the clock digits leading from nine to twelve midnight.

4. The blue minute and second hand are parts of the clock with the second hand pointing on 11:59 signifying that midnight is coming.

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