We believe the simple moments in life lazy mornings, breakfast in bed, cuddles with kids bring the most happiness. That's why we strive to provide

Transcription

1 BRAND GUIDE 1.0

2 We believe the simple moments in life lazy mornings, breakfast in bed, cuddles with kids bring the most happiness. That's why we strive to provide families with comfortable, quality sleep products to make these moments the best they can be.

3 1 Logo Our logos, comprised of the combination mark and symbol, are the heart of our visual identity. Using these elements consistently and correctly ensures our brand functions as a family.

4 Combination Mark Logo 1.1 The combination mark is our primary logo and the basis of our identity system. It should be used in instances where the master brand is front-and-center. Only use this mark in black, white, or Brookside dark gray or green (see 2.1 Colors). The reversed logo (white on black) may be used, but is not preferred. The symbol should always accompany the mark, except in applications where it is too small to be legible. Never stretch, condense, or otherwise modify the wordmark in any way, including applying special effects such as drop shadows, bevels, glowing edges, etc.

5 Symbol Logo 1.2 The symbol is a distinct element in our identity system, used on brand collateral in conjunction with the combination mark. The symbol should only be used when the primary mark is present somewhere on the material and should not be used as a frontand-center identity. Rather, it functions as a subtle visual tie-in to the master brand and may be used when space is limited. It should be used only in one of the three brand colors: black, white, or green. Just as with the combination mark, never stretch, condense, or otherwise modify the wordmark in any way, including applying special effects such as drop shadows, bevels, glowing edges, etc.

6 Clear Space Logo 1.3 Clear Space To ensure adequate readability and visibility, always maintain the described clear space around marks. The space is found using the width of the b.

7 2 Color Palette Our brand colors reflect who we are and what we stand for. We're fun, approachable, simple and streamlined, without needless flair. Maintain brand strength by sticking to the following guidelines.

8 Color Specifications Color Palette 2.1 These primary brand colors should be predominantly used in all brand collateral. Use of any other colors such as special call-outs or links should kept to a minimum. Dark gray is used in place of black for text, particularly body copy, though headings and subheadings may also use Gray or Green. Dark Gray White Gray Green Pantone Pantone Solid Coated 424C Paper or Opaque white Pantone Cool Gray 5C Pantone 375C CMYK C 0 M 0 Y 0 K 70 C 0 M 0 Y 0 K 0 C 33 M 26 Y 26 K 0 C 46 M 0 Y 100 K 0 RGB R 109 G 110 B 113 R 255 G 255 B 255 R 174 G 174 B 174 R 150 G 201 B 61 Hex #6D6E71 #FFFFFF #AFAFAF #96C93D

9 3 Typography Our typeface, Museo Sans, is sturdy and legible, handpicked to reinforce Brookside's functional and friendly personality. Use of this typeface in all brand collateral ensures a consistent portrayal of who we are.

10 Typeface Typography 3.1 Museo Sans 700 is used for headers, page and package insert titles, or any large, dominant copy. Use sparingly, if at all, on web applications. Don't overuse this weight on a single material and never use it for body copy. Museo Sans 700 AaBbCcDdEeFfGgHhIiJjKk Museo Sans 500 is used for secondary headings and for all headings on web applications. Museo Sans 500 AaBbCcDdEeFfGgHhIiJjKk Museo Sans 300 is used for body copy. For emphasis, italics may be used. Museo Sans 700 may be used for secondary emphasis within body copy, but only sparingly. Museo Sans 300 AaBbCcDdEeFfGgHhIiJjKk

11 Typographic Hierarchy Typography 3.2 Heading Museo Sans 700, 24 pt, 30 pt tracking, 28 pt leading, Title Case Dark Gray Subheading Museo Sans 500, 14 pt, 15 pt tracking, 16 pt leading, Sentence Case Green (may be Gray) Body Copy Museo Sans 300, 10 pt, 15 pt tracking, 14 pt leading, Sentence Case Dark Gray Jersey Mattress Protector There's no need to sacrifice comfort for protection. But there is a need for a second row of text. The Brookside Jersey Mattress Protector offers protection from fluids, dust mites and allergens while preserving the quiet, cozy feel of your bed. Soft jersey fabric is backed by a noiseless, breathable waterproof barrier for reliable top-of-mattress protection. A deep pocket, fitted design slips easily on mattresses up to 18 inches deep and stays on with a smooth fit. Vinyl free and hypoallergenic, this protector is safe for children and pets, and it can be machine washed and dried. Exact sizes, tracking, and leading may vary. However, care should be taken to maintain adequate spacing and ensure readability for the respective output. Text should generally be left aligned. Centered text may be used in rare instances of isolated callouts (such as the second page of this guide).

12 4 Imagery Imagery is an important part of conveying who we are and what we stand for: improving the lives of families through accessible, quality bedding products. Appropriate imagery is the most powerful way to communicate this focus and should be given special care.

13 Imagery Guidelines Imagery 4.1 Appropriate images have: Candid, impromptu feel Natural lighting Multiple subjects, especially children Fairly neutral coloration Images should avoid: Posed look Multiple saturated colors Single subjects These images are included merely as examples to provide a framework within which additional content may be created.

14 5 Graphic Elements Graphic elements aid in product understanding and simplify the shopping experience. Though intended to draw attention, these elements should stay consistent with the guidelines described previously.

15 Graphic Elements Graphic Elements 5.1 Protection icons make it simple to understand our product benefits. These should be used whenever possible on packaging, inserts, and web applications, always ensuring a readable size. When shown on a green background, the hexagon container may be eliminated. If additional icons are necessary, ensure they are stylistically similar to the existing set. Protection Icons Use the warranty badge as a highlight not only on warranty-specific inserts and web pages, but on the front of packaging. The badge may be shown in any of the four brand colors. Warranty Badge Additional graphic elements should fit within the guidelines of this book and feel cohesive within the brand family.