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DES 494 - The County Bounty Guidelines - Carlos Jarquin (Final) Flipbook PDF

DES 494 - The County Bounty Guidelines - Carlos Jarquin (Final)


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01. ABOUT THE LOGO.

These guidelines are designed to create a

The community The County Bounty serves lies

cohesive, consistent visual identity.

at the heart of the brand. The artisanal sodas are about creating memories and unforgettable

However, The County Bounty brand is not

experiences. The brand is alive and is

the sum of the design choices outlined in

continuously evolving. The logo allows others

these guidelines. Rather, the brand belongs

to distinguish the soda from its competitors

to the community it is a part of and their

and is a symbol for what The County Bounty

perceptions. It is strengthened day by day,

represents: an artfully crafted beverage rooted

one soda at a time.

in its community and made with care and intentionality.

02. COMPONENTS OF THE LOGO.

THE COUNTY BOUNTY LOGO If ever in doubt, use this version of the logo.

LOGO SYSTEM EXPLAINED 1

Through a series of designed graphic elements, this visual system creates a compelling, all-encompassing, and distinct identity that separates The County Bounty Artisanal Soda Co. from its competition. 1. BRANDMARK. A brandmark icon is meant to quickly attract a user’s attention in an intentional and visual manner, sparking an immediate expression of curiosity and leaving a last impression. Here, the brandmark is a symbolic mark for The County Bounty Artisanal Soda Co., its products, and the values it represents.

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2. WORDMARK. A wordmark is the textual portion of the logo, which is crafted through careful consideration of its typeface to create a sense of unity when viewed in conjunction with the corresponding brandmark. 3. TAGLINE. A tagline is a descriptor that provides additional context when used with the brandmark and wordmark. 4. LOGO LOCKUP. The logo lockup is the thoughtful combination of the brandmark, wordmark, and the tagline. The combinations between these three elements are determined by the context in which they are used.

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BRANDMARK ANATOMY

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WHITE TRILLIUM. The white trillium serves as the official flower and emblem of the province of Ontario, distinct for its three-petaled flowers. It reflects the Ontario-grown fruits that are proudly used to support local farmers.

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C AND B. The hidden C and B letters refer to the “County” and “Bounty” found in the company name. The counter (holes) of the letter “B” additionally serve as seeds for the strawberry shape.

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STRAWBERRY. The strawberry recalls The County Bounty’s humble beginning, starting with a pallet of strawberries. It is a nod to the serendipitous discovery of transforming these strawberries into cordials. The rest is history.

03. LOGO OPTIONS.

LOGO: BRANDMARK The brandmark icon is the crowning jewel of The County Bounty brand identity. The brandmark must be kept uniform throughout all of its applications, with the exception of the strawberry pattern. Alterations to the brandmark icon are prohibited.

LOGO: WORDMARK As with the brandmark, the The County Bounty wordmark must retain these proportions and spatial relationships for all of its uses. Its orientation may change depending on its use through one of the following variations. The wordmark should rarely be used on its own and should be accompanied by the brandmark. Alterations to the wordmark are prohibited.

LOGO: VERTICAL AND HORIZONTAL STACK Both the vertical stack and horizontal stack versions of the The County Bounty logo lockup must retain these proportions and spatial relationships for all of its uses. The vertical stack and the horizontal stack should only be used where the primary logo would be unsuitable, at one’s own discretion. In addition, because the vertical and horizontal stack do not have the bounding box surrounding the graphical elements, it is important to consider the amount of required clearance around the logo. Alterations to the vertical stack and the horizontal stack are prohibited.

LOGO: VERTICAL AND HORIZONAL SIGNATURE As with the previous elements, the vertical signature and the horizontal signature must retain these proportions and spatial relationships for all of its uses. The exception is that the use of “Artisanal Soda Co.” is removed from the logo. The vertical signature and the horizontal signatures are specifically formatted for use where a small graphic element is required. Alterations to the vertical signature and the horizontal signature are prohibited.

LOGO: ONE COLOUR AND TWO COLOUR VERSIONS Both the two colour and one colour versions of the The County Bounty logo must retain these proportions and spatial relationships for all of its uses. The one colour logo version is the preferred version of the logo that should be used whenever possible, especially if only one colour can be printed. Alterations to the two colour logo and the one colour are prohibited.

LOGO: ALTERNATE ONE COLOUR VERSIONS All alternate one colour versions of the The County Bounty logo must retain these proportions and spatial relationships for all of its uses. The alternate one colour variations should only be used where the primary logo would be unsuitable, or to create additional contrast to any promotional materials or products (e.g., creating contrast between the logo and soda can labels). These colours will be described in the next section. Alterations to the alternate one colour variations are prohibited.

LOGO: BLACK AND WHITE AND REVERSED VERSIONS Both the black and white and the reversed versions of the The County Bounty logo must retain these proportions and spatial relationships for all of its uses. The black and white version of the logo should be used for black and white applications, or whenever colour printing may exceed the allotted budget. The reversed versions of the logo should be used in black and white applications or on dark coloured backgrounds for added clarity and legibility. 0.5” (without tagline) and 1.5” (with tagline) options are shown to demonstrate the logo’s reducibility; however, in order to maintain the logo’s integrity, it is recommended that the logo be a size of 1.5” or larger. For smaller applications, using the brandmark on its own may be ideal. Alterations to the black and white and the reversed versions are prohibited.

04. COLOURS.

PRIMARY AND SECONDARY COLOUR PALETTE The County Bounty logo uses a total of two primary colours: PANTONE P 55-7 C and PANTONE P 52-6 C. In addition to these two colours, the logo also has a secondary colour palette, which

BOUNTIFUL BERRY

LUSCIOUS LEMON

PANTONE 198 C

PANTONE 3945 C

RGB

229 67 96

RGB

243 229 0

HEX

#E54360

HEX

#F3E500

consists of three colours: PANTONE P 157-7C, PANTONE P 133-5 C, and PANTONE P 88-13C.

CMYK

6 88 60 0

CMYK

8 2 100 0

The primary colours were selected for two reasons. One of the reasons is that the Bounty Berry colour represent a hue traditionally associated with raspberries, indicative of the most popular flavour. The other reason is that its hue also represents Fall, which is the season when farmers begin to harvest and enjoy the rewards of their labour. Luscious Greenery was chosen as it refers to the freshness of the ingredients used and alludes to the care that goes in every soda.

SUMMER SUNSET

GARDEN GREEN

PANTONE 7418 C

PANTONE 367 C

RGB

208 85 89

RGB

37 212 94

HEX

#D05559

HEX

#A2D45E

CMYK

8 79 66 0

CMYK

36 9 86 0

The secondary colours were selected as they are complementary to the primary colours. In addition, these colours were selected as they provide the highest level of contrast depending on its use. These colours serve to remind the consumer of the locally-sourced fruits used in the sodas while remaining visually appealing for branding purposes.

PLENTIFUL PINK

LIVELY LAVENDER

PANTONE 495 C

PANTONE 644 C

RGB

243 189 198

RGB

154 182 211

HEX

#F3BDC6

HEX

#9AB6D3

CMYK

3 33 7 0

CMYK

40 17 3 0

GOLDENROD GOODNESS

PASSIONATE PLUM

PANTONE 128 C

PANTONE 521 C

RGB

246 212 77

RGB

166 126 177

HEX

#F6D44D

HEX

#A67EB1

CMYK

9 14 84 0

CMYK

39 56 12 0

05. TYPEFACES.

TYPEFACES: BERGEN TEXT AND MELBOURNE Melbourne is used as the typeface as it is a sans serif that offers hints of distinction. It is simple yet sophisticated, giving the overall The County Bounty logo a clean and modern appearance. In addition, it has rounded corners that complement the curved nature of the logo. Melbourne is used for the logo. With a minimal design, low contrast, and larger x-height relative to other typefaces, Bergen Text is a recognizable typeface that is well-suited for branding, advertising, and packaging. Bergen Text is used for all other text excluding the logo. In total, both the Bergen Text and Melbourne typeface families have several styles, which can be used to create a natural hierarchy when writing information.

06. USING THE LOGO.

DO: GIVE THE LOGO PROPER CLEARANCE Whenever you are using the logo, remember to allow the logo proper breathing room. This ensures that the logo is not competing with any other information and remains the focal point of the brand identity. This is especially important when using the vertical and horizontal stack variations of the logo, which do not have a bounding circle surrounding the visual elements. For the primary use of the logo, the proper clearance is already defined by the bounding circle. This bounding circle is especially noticeable in the reversed black and white logo. For the logo variations where there is no bounding cirlcle, the proper clearance is equal to the size of the height of one line of the workmark. This ensures that the logo is treated with love and care, and does not affect the logo’s legibility.

DO NOT: MANIPULATE THE LOGO Much like the different flavours of The County Bounty artisanal sodas, the logo has been thoughtful designed and carefully crafted. In order to work in a variety of settings, several variations have been created and therefore, do not require any additional manipulation.

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DO NOT ADD EFFECTS.

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DO NOT USE UNAUTHORIZED COLOURS OR UNAUTHORIZED COMBINATIONS.

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DO NOT CHANGE THE TYPEFACE.

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DO NOT ENLARGE OR SHRINK ELEMENTS OF THE LOGO.

DO NOT: MANIPULATE THE LOGO

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DO NOT CHANGE THE ORIENTATION OF THE ICON.

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DO NOT INCLUDE ONLY SOME OF THE GRAPHICAL ELEMENTS.

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DO NOT CHANGE THE ORDER OR ORIENTATION OF THE TYPEFACE.

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DO NOT CHANGE THE LETTERSPACING OF THE LOGO.

DO NOT STRETCH THE LOGO.

07. LOGO APPLICATIONS.

BRAND TOUCHPOINT: BUSINESS CARD

BRAND TOUCHPOINT: SOCIA MEDIA