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BRAND GUIDELINES


CONTENT

Who We Are

2

Advertising 26

Corporate Identity

4

Retail 30

Communication Tools

14

Website and Mobile App 34

Packaging 20

The Away Team

38


WHO WE ARE

We are a team of passionate designers who believe the world can be beautiful and functional... So, we created WARE. A modular tool system targeted to relieve the cost, excess, and frustration of today’s DIY experience.


C O R P O R AT E IDENTITY


PRIMARY LOGO SPECS

Logo use at 3/4� or above

The WARE primary logo mark is strong, approachable, and clean. Workshop pegboard serves as the primary visual inspiration behind the mark. The design references the organization, modularity, and unity of the WARE brand. This hero mark is to be used whenever possible.

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SECONDARY LOGO SPECS

Icon for use at sizes under 3/4�

Secondary Horizontal Logo

This icon is to be used in places where both full lockups would be illegible. This mark is designed to represent the essential visual information of the WARE brand in the most compact amount of space. Only to be used in instances where the logo mark is under threefourths of an inch.

The horizontal logo mark is to be used in places where the square hero mark does not function legibly. This mark retains all of the visual references of the square logo, but uses a horizontal orientation to fit into more narrow layouts.

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PRIMARY LOGO CLEAR SPACE

Logo use at 3/4� or above

Make sure to keep enough clear space around the mark to maintain it’s proportions and integrity. The x-height of the specs should be used to determine the clear space necessary for clarity and visibility.

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SECONDARY LOGO CLEAR SPACE

Icon for use at sizes under 3/4�

Secondary Horizontal Logo

Like the primary mark, the secondary and icon marks also come with their own simple rules regarding clear space and visual weight.

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LOGO COLOR TREATMENT ONE COLOR (PRIMARY)

PMS 716

PMS 7540

C:0 M:45 Y:82 K:0 R:249 G:159 B:56 #F99F38

C:0 M:0 Y:0 K:60 R:128 G:130 B:133 #808285

WARE’s logo mark may be treated in these ways depending on what the design calls for. Theses are the only acceptable modifications to the mark’s color.

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ONE COLOR

REVERSED

BLACK AND WHITE

BLACK & WHITE REVERSED


BRAND ASSETS BRAND COLORS & PATTERNS

#F99D43

Pegboard #3663AE

Noodles

BRAND TYPEFACES Circular Std

#F2706E

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

#F6F08C

Cutive Mono Regular

#C0DDDB #E481B1

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

The typography of the brand is comprised of Circular is for bold and legible titles and Cutive Mono is for small body copy to establish an architectural strength. The color palette is in proportion to how often each color should be used. A bigger swatch of color denotes more

weight in the brand’s representation. The patterns used throughout the products are pegboard dots, plus signs, and non-repetitive noodles. These are used strategically on packaging and advertisements to reflect the fun tone and energy of our brand. This helps users identify WARE with ease.

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UNACCEPTABLE LOGO USAGE

DO NOT CHANGE FONT

DO NOT REVERSE COLORS

DO NOT REARRANGE TEXT

DO NOT ADD ANY ELEMENTS

DO NOT REARRANGE DOTS

DO NOT ADD DROP SHADOW

DO NOT EXTRUDE OR BEVEL

DO NOT OVERLAY PATTERN ON COLOR

Do not modify the WARE mark in any of the following way. These examples are all outside of WARE’s established guidelines.

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DO NOT STRETCH OR SKEW

DO NOT WARP

DO NOT ALTER COLORS

DO NOT ROTATE

DO NOT EXTEND DOT PATTERN

DO NOT REMOVE DOTS

DO NOT ADD AN OUTLINE

DO NOT OVERLAY ONTO PHOTO

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C O M M U N I CAT I O N TOOLS


LETTERHEAD SPECS

WARE’s stationery is used for correspondence, invoicing, and internal communication. This is a highly formal and professional piece of the communication toolkit.

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WA R E 1 2 3 L U C K Y ST. AT L A N TA . G E O R G I A . 3 0 3 0 3.

The design references of the brand’s visual still remaining sober due to the variety of the letterhead can be

the fun elements language while and professional information that used for.

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ENVELOPE SPECS

The envelopes complete and encapsulate WARE’s stationery set. The brand elements are used as minimal cues to denote where the address and various information should be placed.

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BUSINESS CARD SPECS

WARE’s business card is used for networking and short business correspondence. The card is double thick card stock with embossed grid dots running along the top of the back.

Like the letterhead, these business cards reference the fun elements of the brand’s visual language while still remaining sober and professional.

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PAC K AG I N G


PACKAGING SPECS box interior

The packaging for WARE is driven by sustainability. Kits are placed in a simple cardboard box with a small paper tag, allowing the packaging to remain 100% recyclable.

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box exterior

WARE toolkits are broken into three sections, each represented by their own color. Repair kits, which are all about fixing something broken, are indicated by red.

Improve kits,indicated by yellow, are kits for adding things you desire to your living space. Maintain, indicated by blue, is all about routine upkeep.

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PACKAGING SPECS

HOLEY MOLEY dr ywall repair kit

dr y w a l l repa i r k it includes

n o t p rov ide d

Tags are straightforward, simply displaying the name on the tool kit and what is included, as well as what should be provided.

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Hang Tags

In the case of single tools being sold on their own, products will be marked with a hang tag. Hang tags inform the customer of a few main uses for the product, with some examples being realistic and some being more playful.

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ADVERTISEMENT


ADVERTISEMENT SPECS

This gallery highlights the superior aesthetic quality of our tools. This is a point we pride ourselves on over our competition. Each section of the gallery reinterprets famous art pieces (Dan Flavin’s neon lights, Duchamp’s Fountain/urinal, and Monet’s water lilies) as home improvement projects in

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each of our three categories: improve, repair, and maintain. This is a huge attention-getting installation as well as a unique way to engage with our brand.


This campaign takes a similar approach to Apple and Target – focuses on the beauty of a product in combination with bold imagery and color fields, while allowing the usability to shine. These ads elevate the tools as art objects and allow the viewer to appreciate the simple beauty of WARE.

The campaign can be placed outside in an arts district to engage the artinterested community by emphasizing WARE tools as art objects. Placing form over functions implies that, while these tools are incredibly beautiful, they are even more effective– reaching the ideal balance of form and function.

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R E TA I L


RETAIL SPECS

31


Our pop-up shop acts as a standing advertisement for our kits to engage with the public. While most of our sales to be online and in retail, potential customers are able to interact with the product here off the shelf for the first time.

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WEBSITE AND MOBILE APP


MOBILE APP SPECS

WARE’s mobile app includes instructions, information, and commerce. The app employs all of the different aspects of the brand language in expressive and fun ways. The patterns and colors are used as way-finding tools to help the user quickly navigate the visual hierarchy.

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Everything is designed around onehanded use, any future additions to the app should mimic the large tap and swipe areas of the current build.


WEBSITE SPECS

WARE’s website is the digital storefront for purchasing and browsing our products. The website mimics the design of the app in using large swatches of colors and pattern to delineate the visual hierarchy. All elements of the site should be responsive and optimized for all screens and sizes.

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Caitlin Joyce

Graham Robson

Hanna Preston

Vanna Farley

ZoĂŤ Cato

Jonathan splitlog


We stand to do Away with old problems through creative solutions. We encourage hands-on design for effective and beautiful experiences. We strive to create honest visual communication between humans and their environment, and we aim to work with other teams who share our same values in order to ensure a successful brand. Together, we will create a world where good design indicates quality and universality.

If there is a will, there is Away.


WARE Brand Guidelines  
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