Corporate Identity Style Guide. April 2014

Transcription

1 Corporate Identity Style Guide April 2014

2 Table of Contents Our Signature 1.0 Restrictions Legibility 2.0 Color 2.1 Usage with Photos 2.2 Color Palette 3.0 Typography Primary Type 4.0 Websafe / Alternate Type 4.1 Voice 5.0 Questions/Artwork?: or contact Jocelyn Fuller, Plum Market Creative Director, at

3 Our Signature 1.0 The Plum Market signature reflects our company from packaging to ads to brochures, presentations, and sponsorship banners. Be mindful when using it: Our signature is a personal sign-off on the ideas we re presenting. Logodisc (Color Only) To read all restrictions for maintaining legibility on pages Preferred grid alignment ensures heightened visibility of the brand and offers preferred hierarchy of the logo. Vertical grid alignment begins with the vertical descender of the p, while horizontal alignment follows the x-height of plum and/or baseline of market. Wordmark Preference should be given to this version when size or color restraints are an issue. Vertical grid alignment begins with the vertical descender of the p, while horizontal alignment follows the x-height and the baseline. Live Well, with Taste Symbol - Filled & Outline The symbol reflects a friendly and highly recognizable decorative element of the brand. Brandline Our brandline is a bold statement reflecting the culture of our company. Symbol & Brandline Combination This is the only approved Symbol & Brandline Combination, however; each element may be used independent of the other. Live Well, with Taste

4 Legibility Restrictions 2.0 Every effort should be made to preserve legibility of the Plum Market Logo. Please review the following restrictions and guidelines. 1 W Minimum Reproduction Scale 1.25 W Minimum Reproduction Scale Minimum Width Excludes Registered Trademark Symbol Minimum Size - The legibility of the logo is critical to its recognition. Therefore a minimum reproduction scale has been established. The minimum width of the primary logo is 1 W. The minimum width of the secondary logo is 1.25 W..25 Clear Space.25 Clear Space Excludes Registered Trademark Symbol Clear space and backgrounds - A minimum clear space must be maintained around the perimeter of the Plum Market logo to preserve its clarity and integrity. Backgrounds should be plain and uncomplicated. To ensure that the Plum Market logo stands clear on the page, no other graphic or typographic element should appear within this space. A minimum of.25 clear space around the logo shall be preserved. Co-branding - Partnerships with other organizations and entities should establish and maintain their own branding when also using a Plum Market logo on any publication or environment. This should include location, hierarchy, and preferred positioning of the partners own logos.

5 Color Restrictions 2.1 To protect the image of the company, we reserve the Primary Logo for usage only in color. Let s face it, no one likes to see a piece of black fruit. Logodisc - Color Only The Primary Logo shall never be printed in 1-Color or Grayscale. If a project calls for 1-Color or Grayscale, defer to the secondary logo. Exceptions to this rule only occur when the logo is shown as a photographed element. Exception: Logo shown in a black & white photograph. Wordmark - Color Preference should be given to this version when size or visibility is a restriction. Wordmark One-Color Preference should be given to this version color restraints are involved.

6 Usage with Photography 2.2 Because of color and value variations in photography, abstract images, and illustrative images, the logo should generally be reproduced in black or white. The two-color logo is only allowed when there is sufficient contrast between all the elements. Displaying the Logo Over Images The preferred backgrounds for our signature are white and black, but in some cases it is necessary to use the signature over a photograph or illustration. In these cases, it is extremely important to ensure the visibility of all signature elements. These examples show which logo variations to use over various types of imagery to ensure maximum visibility.

7 Color Palette 3.0 Color plays an important role in communicating the brand, and is a potent aspect of our personality. Over time, recognition of a brand can come to rely solely upon color. We are in a unique position to stand out in the industry and own our colors. Primary Color Palette PMS 221 PMS 583 Expanded Color Palette PMS 222 PMS 7417 PMS 123 PMS 583 PMS 534 PMS 635 Additional Colors Additional colors may sometimes be used internally for individual campaigns, but are not widely used or included in our Corporate Identity Style Guide.

8 Typography 4.0 Typography is a strong extension of our brand s personality. That s why we ve chosen the Chalet Type Family and Museo Slab as our primary typefaces. These simple, modern typefaces help us communicate ideas simply and confidently. Chalet Type Family Sans Serif The Chalet Type Family allows for a range from text to display applications and efficiently combines function with flair. Chalet is available through House Industries, Museo Slab Family Slab Serif This slab serif is friendly and robust, echoing the core values of Plum Market s culture and personality. Designed by the Dutch Foundry exljbris and made available at Sans Serif Chalet Paris 1960 HIJK LMNOPQRSTUVWXYZ/ Chalet London 1960 HIJ KLMNOPQRSTUVWXYZ Chalet New York 1960 HI JKLMNOPQRSTUVWXYZ Chalet Paris Oblique HIJK LMNOPQRSTUVWXYZ Chalet London Oblique HIJ KLMNOPQRSTUVWXYZ Chalet New York Oblique HI JKLMNOPQRSTUVWXYZ Slab Serif Museo Slab 300 HI JKLMNOPQRSTUVWXYZ Museo Slab 500 HIJKLMNOPQRSTUVWXYZ Museo Slab 700 H IJKLMNOPQRSTUVWXYZ Museo Slab 900 HIJKLMNOPQRSTUVWXYZ Museo Slab 300 Italic HI J KLMNOPQRSTUVWXYZ Museo Slab 500 Italic H IJKLMNOPQRSTUVWXYZ Museo Slab 700 Italic H IJKLMNOPQRSTUVWXYZ Museo Slab 900 Italic HIJKLMNOPQRSTUVWXYZ

9 Typography 4.1 Arial and Rockwell are our web safe fonts. They each reference the clean look of our primary typefaces. Both are available as a system fonts on almost all computers. Websafe / Alternative Fonts These alternative fonts are websafe and available on any system that uses Microsoft Office or Adobe Creative Suite, and should be used when our primary typefaces are unavailable, i.e. within Microsoft Office and web CSS. Websafe Sans Serif Arial Regular HIJK LMNOPQRSTUVWXYZ/ Arial Bold abcdefghijklmnopqrstuvwxyzabcdeghi JKLMNOPQRSTUVWXYZ/ Websafe Slab Serif Rockwell Regular HIJK LMNOPQRSTUVWXYZ/ Rockwell Bold HIJKLMNOPQRSTUVWXYZ/ Arial Italic HIJK LMNOPQRSTUVWXYZ/ Rockwell Italic HI JKLMNOPQRSTUVWXYZ/ Additional Typefaces Additional typefaces may sometimes be used internally for individual campaigns, but are not widely used or included in our Corporate Identity Style Guide.

10 Voice 5.0 The voice of the Plum Market brand can be heard through the style, tone, and manner of our communications. Expressed in everything from our written words, our store experience, ambience, and public presence, our voice is current, responsive, and confident the ideal complement to our investment in design. Questions/Artwork?: or contact Jocelyn Fuller, Plum Market Creative Director, at