B R A N D S T A N D A R D S G U I D E

V E R S I O N 1 2 0 1 8

T A B L E O F C O N T E N T S

1.

A B O U T U S

L O G O G U I D E L I N E S

T Y P E

C O L O R

A P P L I C A T I O N S

P A T T E R N S

P H O T O G R A P H Y

P G . 2

P G . 4

P G . 5

P G . 6

P G . 7

P G . 8 - 9

P G . 1 1

P G . 1 9

P G . 2 0

P G . 2 1

P G . 2 2

P G . 2 3

P G . 2 4

P G . 2 5

P G . 1 3

P G . 1 7

P G . 1 5

O U R S T O R Y & P H I L O S O P H Y

T H E M A R K

T H E N A M E P L A T E

P R I M A R Y M A R K

S E C O N D A R Y M A R K

L O G O V A R I A T I O N S

T H E C O L O R P A L E T T E

T H E B U S I N E S S C A R D

T H E L E T T E R H E A D

T H E E N V E L O P E

I N S T O R E B R A N D I N G

F R A G R A N C E P A C K A G I N G

S O C I A L M E D I A

T H E S T O R E F R O N T

T H E D E S I G N S

T H E L O O K

T H E F O N T S

O U R S T O R Y

O U R P H I L O S O P H Y

2.

Cozy

Elegant

Fun

Awhile is a place where anyone can come to shop and find a piece they love. We pride ourselves on cateringto all generations while staying on trend for our key audience which is women from the ages of eighteen to thirty-five.

Friendly

Home

Inviting

Lively

Reliable

Serene

A W H I L E I S . . .

Awhile is a local clothing boutique in Ames, IA that was founded by Coletta Ward in 2018. This female owned and lead boutique is now a staple of the Somerset neighborhood.

The name Awhile was chosen because Coletta wanted customers to know they could always come in & shop a while. The neighborhood of Somerset was originally a fast paced area lacking places that people could take their time visiting.

L O G O G U I D E L I N E S

T H E M A R K

4.

F U L L C O L O R

G R E Y S C A L E

This full color mark will be used in a majority of situations. The only exceptions are if it is a black and white print, or the application background calls for one of the logo variations.

The mark itself is rarely used on its own and should typically be used in conjunction with the nameplate.

This greyscale mark is only to be used when the entire application is black and white. The mark itself is never to be just black and white, but always greyscale.

This mark will never be used alone. Always use this with the nameplate.

T H E N A M E P L A T E

5.

A P P L I C A T I O N E X A M P L E S

This is the stand alone nameplate and it is composed of Bourton TT, base drop.

Do not type out the name plate, use the graphic files provided .

The nameplate should be in the midnight color whenever possible.

The nameplate is only used alone on packaging, for all other applications the full logo mark should be used.

T H E L O G O M A R K

6.

The horizontal logo is the primary logo mark that should be used whenever possible.

It should always be on all shopping bags placed in the top center . It will also be on the official letterhead, and envelopes.

P R I M A R Y L O G O

X2X

X

1/2X10X

13X

2X 2X

A P P L I C A T I O N E X A M P L E S

7.

This is the vertical logo and it is the secondary logo mark. This can be used whenever there is an area of space that is taller rather than longer, or if this primary will not work for anyother reason.

This mark should be used as the profile picture in all social media accounts. It is also used on all business cards.

S E C O N D A R Y L O G O

2X

2.5X

1.5X

10X

5X

8X

5X

X

T H E V A R I A T I O N S

8.

When the logo needs to be placed on a dusk background, only use this version. This is the gold & midnight two color logo. It may also be used as the primary logo if the application only allows for two color printing.

If you the logo needs to be placed on a blush background there are two options, you may use the two color version or the all white logo. The gold & midnight logo is the preferred choice.

When the logo needs to be placed on the gold background there are two options. The all midnight logo can be used or the all white logo.

If the logo is placed on midnight, only use the all white version.

O N D U S K

O N B L U S H

O N G O L D

O N M I D N I G H T

9.

C O L O R

T H E P A L E T T E

11.

D U S K :

B L U S H :

G O L D :

M I D N I G H T :

PANTONE COOL GREY 1C

PANTONE 475 C

PANTONE 7752 C

PANTONE 547 C

13 / 11 / 12 / 0

3 / 20 / 28 / 0

20 / 28 / 100 / 0

99 / 66 / 55 / 55

219 / 217 / 214

245 / 207 / 178

210 / 175 / 31

0 / 48 / 60

HEX:

HEX:

HEX:

HEX:

#DBD9D6

#F5CFB2

#D2AF1F

#00303C

RGB:

RGB:

RGB:

RGB:

CMYK:

CMYK:

CMYK:

CMYK:

P A T T E R N S

13.

T H E D E S I G N S

F L O R A L

L I N E A R

This floral patter is composed of the full color logo mark and added circular elements. This pattern is created using a tiled grid.

This pattern may be used with any of the logo variations mentioned earlier. Specifically, the all white logo only is printed on all tissue paper for shopping bags and gift boxes.

This linear pattern is an overlapping diagonal design that is only to be composed of midnight & gold lines.

This pattern is only to be used on packaging for the in house fragrance and beauty line along with the tags.

T Y P E

15.

T H E F O N T S

B U R T O N :

R O B O T O :

G A R A M O N D :

BASE DROP

BOLD & REGULAR

ADOBE PRO - REGULAR

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

1 2 3 4 5 6 7 8 9

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

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Burton is used to create the Awhile nameplate, and is also used on the business cards. The employee name should be written in this font.

Roboto is used to create headings in large bodies of type. It is also the font that should be used when using numbers. It is used on all fragrance labels & tags.

Adobe Garamond Pro is used as all the body text for Awhile materials. This is the typeface that should be used on the official letterhead.

P H O T O G R A P H Y

17.

T H E L O O K

P E O P L E

C L O T H I N G

When using photos that include people make sure that its well lit & colorful. Make sure all people in the photo are smiling & having a good time.

Diversity is important. Awhile does not cater to just one type of person & that is something we want to make clear through our photography.

When using clothing photography make sure to use up to date images of the clothing that is currently in store.

The clothes should be displayed in a colorful flat lay style when they are being photographed for social media.

A P P L I C A T I O N S

19.

T H E B U S I N E S S C A R D

B U R T O N

R O B O T O B O L DR O B O T O R E G U L A R

The Awhile business card has a simple front with the floral pattern on the back side.

The pattern should be full color. The logo should be placed in the bottom right corner and be the secondary vertical logo.

Virginia FlaneryMANAGER

915 Hazelwood AvenueAmes, IA 50010

(515) 989-7993

The employee name should be typed on top in burton. The title of the employee is placed under the yellow line in roboto bold.

The address and phone number on the card should be the store’s information not personal.

20.

T H E L E T T E R H E A D

P R I M A R Y L O G O

1 P T R U L E

R O B O T O B O L D

R O B O T O B O L D

R O B O T O B O L D & R E G U L A R

G A R A M O N D

G A R A M O N D

The Awhile letterhead is a one sided design that is simple & formal. It should be used for all official business letters.

The primary logo should always be placed in the top right corner with a 1pt rule just below.

915 HAZELWOOD AVENUE

We at Awhile have recently come across your clothing brand on social media. We love the products you create and the idea behind your brand. It is very clear that a lot of love and time goes into the creation of each piece. That is something we really look for when stocking merchandise in out store.

We prefer to work with brands that have a similar ethos to ours and think you would fitperfectly into our Awhile family. We would love to set up a meeting to talk logistics about adding you into our store. Please send us your availability for the month of January. We look forward to hearing from you very soon!

OCTOBER 23, 2018

DEAR MS. WARD:

BEST REGARDS,

SERENA MARTIN - CEO & OWNER

Ms. Coletta Ward, President

StyleMe inc.

4157 Woodland Drive

Chicago, Illinois 60654

AMES IA, 50010

(515) 989-7993

Next the date should be fully typed out in bold roboto. This is the same for the recipients title & your closing.

The recipients address and the body of the letter should all be typed in adobe garamond pro.

21.

T H E E N V E L O P E

P R I M A R Y L O G O

R O B O T O B O L D

R O B O T O R E G U L A R

R O B O T O R E G U L A R

The Awhile envelop is consistent with the letterhead & has a clean simple design.

The envelope is a standard size business envelope, otherwise known as a number 10 envelope.

The primary logo should be placed in the top right corner with the stores address just below typed in robot regular.

The recipients address is also to be typed in roboto with their name in the bold font.

T H E I N S T O R E B R A N D I N G

22.

T H E T A G S

T H E B A G S

T H E B O X E S

T H E T I S S U E

The tags follow a minimalistic style design using just the name plate and the elegant linear pattern. The size should be placed on the front of the tags along with the materials, and the price should be placed on the back.

The bags implement a the same style as the tags with the exception that the primary logo mark is used instead of just the nameplate.

Each bag should be stuffed with the custom tissue paper. It should be a white bag with blue drawstring handles.

All jewlery or small gift items purchased should be placed in one of our premium gift boxes. The boxes are midnight with a gold or blush ribbon tied on top.

Each bag & gift box should be stuffed with our custom tissue paper. This paper utalizes the floral patter in a dusk & white color scheme.

T H E F R A G R A N C E P A C K A G I N G

23.

T H E B O T T L E

T H E B O X

T H E J A R

T H E B O X

Our signature fragrance comes in a square glass bottle with a gold lid. The label utilizes only the nameplate and roboto.

The box for our fragrance is very simple & sleek. The linear pattern runs all around the center of the box with the nameplate centered on the top half of the box.

The signature fragrance also comes in candle form. The jar is a clear thick glass & the same style label is adhered to the front.

The candles come in a two piece box that mimics the perfume box. The bottom of the box is midnight, while the top is white with the linear patter & nameplate. Each box has a gold ribbon on the front.

24.

T H E S O C I A L M E D I A

T H E P R O F I L E

P O S T S

On the Awhile social media we want to accurately represent what is currently in the store. It’s important to keep the feed colorful and diverse to draw in as many clients as possible. Make sure that you show a variety of prices, shapes and sizes within the clothes.

When using clothing photography make sure to use up to date images of the clothing that is currently in store.

The clothes should be displayed in a colorful flat lay style when they are being photographed for social media.

25.

T H E S T O R E F R O N T

The Awhile storefront should match the branding for the rest of the company. We want to make the outside look elegant but inviting.

The nameplate should be above the store and very well lit. The door of the store should be painted blush with the floral patter above if possible.