Branding Manual

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BRAND

LOGO

COLOR

TYPOGRAPHY

IMAGERY

ADVERTISEMENTS

BRAND

LOGO

COLOR

TYPOGRAPHY

IMAGERY

ADVERTISEMENTS

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Beyond the Basket is a vintage consignment store meant to bring back the trend of picnicking. The company supplies anything from grills, to sports equipment, to lawn chairs or blankets. For the personality of this particular company it is a family friendly and overly welcome brand. We strive to make everyone’s day just a little bit better with the help of supplying him or her with lightly used retro picnicking supplies. Our entire inventory comes from those in the community giving back to those around them. We buy nothing from the store yet receive all donations to stock the shelves. The tone of this brand is uplifting and welcoming. We strive to achieve that feeling of a community coming together for a good time and sharing the wealth of their belongings. The colors used through out give off a soft and comforting feel allow everyone to get a chance to come and experience the excitement that is Beyond the Blanket. The typeface used shows off our more retro side. Our philosophy here at Beyond the Blanket is that by the end of everyone’s experience here at our store they leave with a smile on their face and an item in their basket.

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1.5”1”1.5”

1.5” 1.5”

LOGO CLEAR SPACE

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BLACK AND WHITE

REVERSED

COLO R

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LOGO do’s

COLOR

TAGLINE

One may change the color of the logo, but only to one of the three colors given.

You don’t have to always have a tagline, but if you do make sure it stays underneath the logo and centered.

FOR ALL YOUR PICNIC NEEDS

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REVERSED COLOR

SIZE

If applying the logo onto an image or a surface where one may not be able to see the logo, the colors can be reversed to white or black.

You can change the size of the logo as long as it is still visible and able to read.

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FOR ALL YOUR PICNIC NEEDS

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LOGO Don’ts

TYPE

PLACEMENT

Only use san serif when changing the font for the tagline.

Serif goes against the modern feel.

Do not rotate or reflect the logo. It is meant to sit flat and would not be legible if reflected. Here is an example of a rotated and reflected logo.

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DISTORTION

DROP SHADOW

When sizing the logo it cannot be distorted or scaled unevenly. Here is an example of a stretched design.

Never use a drop shadow on the logo or anything else involving this brand.

colorcolorcolorcolorcolor

PANTONE

5773 C

R- 137

G- 145

B- 99

R- 204

G- 181

B- 73

R- 159

G- 208

B- 203

C- 48

M- 31

Y- 70

K- 7

C- 22

M- 23

Y- 86

K- 0

C- 38

M- 4

Y- 22

K- 0

PANTONE

7751 C

PANTONE

7464 C

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lemon/milk

NEUTRA TEXT BOLD

NEUTRA TEXT BOOK

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ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 “!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 “!@#$%^&*()

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lemon/milk

ABCDEFGHIJKLMNOPQRSTUVWXYZ

headlineslogotype

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 “!@#$%^&*()

Neutra Text Bold is also a san serif that provides easily legible body copy. It can be used for sub-heads if used in all caps.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 “!@#$%^&*()

Neutra Text Book is only to be used for body copy. It’s sleek and relatable to the rest of the brand.

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Images of nature and the outdoors.

Images of chi ldren or famil ies enjoying a picnic or the outdoors.

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imagery do’s

Images of items that you could f ind in the store.

Friends or Family enjoying t ime together.

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imagery dont’s

No sexual content .

No i l lustrat ions. outdoors.

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No black and white photography.

No paintings.

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advertisement

COLOR

TYPE

IMAGERY

The colors through out the advertisement flow well with the brands color scheme. There are few dramatic changes in color, there for allowing any color of the brand to be used for the logo in the bottom right corner.

For the headline and subhead the typeface Lemon/Milk was used as instructed in the typography section of the manual. The body copy remains Neutra Text Book for clear and crisp legibility.

The imagery shows exactly what the headline is trying to convey. That a picnic can be anywhere with the people you love. Also the type of products sold in the store can be seen in the image.

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BrochureLayout

COLOR

TYPE

IMAGERY

The color through out the brochure follows the color scheme of the brand. The logo has been placed on the cover in the blue basket. All the colors through out the image reflect the three colors given for this brand allowing for consistency.

For the headline, the typeface Lemon/Milk was used as instructed in the typography section of the manual. The body copy remains Neutra Text Book for clear and crisp legibility.

The imagery shows off three different settings of a picnic all of which could be accomplished if one visited the store, Beyond the Basket. They are happy yet calm images that bring a sense of relief and comfort. Each with cooling tones to attracted a costumer.

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