Brand Guide Template 1 BRAND STYLE GUIDE

Transcription

1 Brand Guide Template 1 BRAND STYLE GUIDE

2 Brand Guide for THE WHOLE BEAN 2 Mission Statement Who We Are We are part of the local community, providing a space for friends and family to share in products we re proud to share We provide a cheerful, friendly hub for our customers and local community, energizing them through our high-quality products, welcoming space and passionate staff. Our Brand Personality is marked by being: Sincere Cheerful Energized Happy Fun Creative Community-driven

3 Brand Guide for THE WHOLE BEAN 3 Color Scheme Primary Color HEX Number: #FD7E24 RGB: CMYK: One of the two colors used in the logo. Use this color as text on a darker background, on a white background, or when used as a heavier-set display typeface. Functions as the primary color of the logo s text, most common color to use. Secondary Color HEX Number: #651E06 RGB: CMYK: One of the two colors used in the logo. Use this color for the main typeface on a lighter background, or as the background to the primary color. Functions as the primary color of the logo s bean, second most common color to use. Accent Color HEX Number: #E7D276 RGB: CMYK: The accent color is used the least. Use this color for lighter backgrounds for the logo, and as an accent to the other two colors to give more visual diversity. Use for dividers, hover-over elements in the website, and background - do not use in logo.

4 Brand Guide for THE WHOLE BEAN 4 Typography & Sizes Main Brand Font Atma - Used with Medium, Semi- Bold and Bold - Headers, subheaders, navigation and large text - Free on Google Fonts Body/Small Text Font Open Sans - Used with Regular and bold - Important and large blocks of text - Free on Google Fonts The Whole Bean Logo: 60px, Medium weight Section headers & text 50px, Regular weight NAVIGATION MENU 25px, Regular weight, all caps We provide a cheerful, friendly hub for our customers and local community, energizing them through our high-quality products, welcoming space and passionate staff. Body: 16px, Regular weight Typescale for Landing Page Announcement Section - Atma: 80 bold, 60 semibold, 40 medium - Open Sans: 50 bold Call to Action Section - Atma: 70 semibold, 50 medium, 45 bold Offerings Section - Atma: 50 bold, 40 medium, 45 bold - Open Sans: 30 semibold Social Media Proof Section - Atma: 50 bold, 40 medium - Open Sans: 30 semibold Contact Section - Atma: 30 bold, 30 regular - Open Sans: 25 bold, 25 regular, 20 bold

5 Brand Guide for THE WHOLE BEAN 5 Logo & Variations Logo Do s Use default logo on top of accent color or white background Use logo variation on top of secondary color Can modify logo colors: text as primary or white, bean as secondary, primary or white Can place logo (and its modifications) on photographs in lieu of a solid background color Logo Dont s Do not use accent color in logo variations Do not use any color backgrounds that is not primary, secondary or accent Do not use any patterned or gradient backgrounds

6 Brand Guide for THE WHOLE BEAN 6 Iconography Standards for Icons Icons should be in the same design style Should be outlined in our secondary brand color, and filled with our primary design color Should mimick the happy, whimsical feeling of our logo and brand personality Icons can be used for Web and mobile navigation Shop signage and decor Business cards and posters Promotional materials such as caps, mugs and stickers MENU PRODUCTS

7 Brand Guide for THE WHOLE BEAN 7 Imagery Image Guidelines Images should reflect the brand s personality. Focus on imagery that is: Sincere Fun Happy Cheerful Creative Community-focused Coffee and food-focused

8 Brand Guide for THE WHOLE BEAN 8 Imagery Image Guidelines Images should reflect the brand s personality. Focus on imagery that is: Sincere Fun Happy Cheerful Creative Community-focused Coffee and food-focused

9 Brand Guide for THE WHOLE BEAN 9 Social Media Headers

10 the end. NOW GO DRINK SOME COFFEE!