Cove Brand Standards Manual | ART323 Graphic Design II | Professor Jane Dorn, Spring 2013 | © Kristen Baker, 2013

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Company Identity

Cove is a one of a kind store that specializes in personal care items and home fragrance. Our products include shower gels, lotions, Aromatherapy, fragrances, Anti-bacterial soap, home fragrances, and personal care accessories.

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Contents

3 Company Identity5 Why Guidelines?6 Mission7 Vision 8 Values

Logo91011121314151617

ConstructionClear SpaceMinimum SizeColorColor AlternateUsage: don’tsBackground: do’sBackground: don’tsTypography

18192021

22-2526272829303132

StationaryLetterheadEnvelopeBusiness CardStationary in Use

WebsiteMagazine SpreadShopping BagsApronsLotionShower GelFragrance MistFragrance Strips

Touchpoints33 Credits

Why Guidelines?

Why Have Brand Identity Guidelines?The purpose of this document is to help us work to establish consistent communications that build Cove’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice. Questions should be directed by email to the Corporate Office at marketing@cove.com.

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Mission + Vision + Values

The Mission of Cove is:

-To reinvent the personal care industry, creating and offering the best products and an emphasis on innovation from nature -Destined to become the ultimate personal care destination

Mission + Vision + Values

The Vision of Cove is:

-To produce desirable products that our customers trust and continue to come back for-To be an escape from the everyday craziness of life to allow for our customers retreat to the comfort of their own coves

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Mission + Vision + Values

The Values of Cove are:

-Committed to meeting each and every personal need of our customers and in doing so improving their emotional and physical being-Creating and offering the best products possible

Construction

Logo

The Cove logo is made up of a single component: the Cove wordmark. This component should always remain by itself, and should never be altered, modified or reproduced in anyway. Never at anytime is it appropri-ate to place the Cove tagline alongside the Cove logo.

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Clear Space

Logo

To ensure the integrity and visibility, the Cove logo should be kept clear of competing text, images, and graphics. It must be surrounded on all sides by an adequate clear space- a space equal to the height and width of the O within the Cove logo.

Minimum Size

Logo

The Cove logo has one version and can be sized to many different sizes. When using the logo is can be sized down no smaller than 11/16in and this size is ideal for particular packaging. When measuring the logo, mea-sure from the furthest point on the left side of the C to the furthest point on the right side of the E.

Measurement Space

Minimum Size

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Color

Logo

The coloration of the Cove logo is an essential element in setting a recognizable tone and look for the identity. The primary color for the Cove logo is Cove blue. Cove Blue

Positive

Cove BluePantone K-5519CMYK 61/0/31/0RGB 68/183/173HEX 58c3bb

Color: alternate

Logo

When the primary color cannot be used, the Cove logo can be black or grey or reduced to white. Black

Pantone Black 4 CCMYK 50/22/0/100RGB 28/22/1HEX 1a1600

GreyPantone 426 CCMYK 8/0/0/01RGB 77/84/88HEX 2d3030

WhiteCMYK 0/0/0/0RGB 255/255/255HEX ffffff

BlackPositive

GreyPositive

WhiteReversed

WhiteReversed

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Usage: dont’s

Logo

It is important that Cove’s logo is a consistent mark at all times, the follow-ing are what NOT to do with the logo. Designers are expected to keep the logo consistent. Please refer to the contact page if any questions arise. The logo should not be stretched, cut apart or altered in anyway. Please review the misused variations shown at right, for examples of how NOT to use the vertical logotype.

Background: do’s

Logo

The preferred background colors are Cove Red, Cove Green, Cove Yellow, and Cove Orange. The logo should always be Cove Blue when used on these backgrounds EXCEPT on Cove Red or Cove Blue or at appropriate times on the Cove Packaging background. When the logo is used on Cove Red it will be white and this is specifically during the Christ-mas season. When the logo is used on Cove Blue it will be white and this is specifically during the winter months. When the logo is used on Wave Packaging and is not readable in Grey it is then ok to put the logo and other information in white, it is only ok at these times to use white. The other background colors also must only be used during their specific seasons. The season colors are Cove Blue (December 26-Feburary), Cove Green during spring time (March-May), Cove Yellow during summer time (June-August), Cove Orange during fall (September-last sale day before Black Friday), and Cove Red during the Christmas season (Black Friday-last sale day before Christmas Day).

Cove BlueWhite

Cove GreenCove Blue

Cove YellowCove Blue

Cove OrangeCove Blue

Cove RedWhite

Wave PackageWhite

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Background: don’ts

Logo

It is important that Cove’s logo is a consistent mark at all times. The following examples are what NOT to do with the logo when placing the logo on a variety of material and backgrounds. The logo should not be placed upon a background that has similar tonal values and or hue of that particular logo. The logo also should not be placed on a background that is overly busy, this then competes with the logo and makes it more difficult to read. If the logo is similar to the background or is placed upon a busy background the logo will not be readable and therefore fail.

Typography

The main typeface for all Cove corporate corresponded body copy is Times New Roman. All body copy should be set in Regular 10pt/12 lead-ing. The usage of approved typefaces must be used in each piece for consistent brand presence.

The main typeface for all Cove packaging is Gotham Rounded. This typeface comes in a variety of weights and offers flexibility of use. The use of different weights must be consistent across all packaging to allow for a consistent brand presence.

Times New Roman 10pt/12

Times New Roman is the primary typeface that is used for all corporate body copy.

Gotham RoundedBook10pt/12

Gotham Rounded is the primary typeface that is used for all pack-aging. Gotham Rounded comes in a variety of weights to allow for flexibility of usage.

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Dur-O-Tone Paper Butcher Extra White60lb. Text 8.5x11in

Cove Logo: Pantone K-5519Return Address: Typeface: Gotham Rounded 8pt Book CMYK: 8/0/0/81Body Copy: Typeface: Times New Roman 10pt/12 leading, Regular CMYK 0/0/0/100

.5in .5in

.5in

1.1875in

2.25in

1.95in

Letterhead

Stationary

Envelope

Stationary

Dur-O-Tone Paper Butcher Extra White#10 envelope

Cove Logo: Pantone K-5519Return Address: Typeface: Gotham Rounded 8pt Book CMYK: 8/0/0/81

1.9375in 4in

1.6425in

1.9875in

3.16in

Sits on 1in

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Business Card

Stationary

Dur-O-Tone Paper Butcher Extra White80lb. Cover 3.5 x 2in

Cove Logo/Back of card teal: Pantone K-5519Contact Information Front: Typeface: Gotham Rounded 10pt Book CMYK: 8/0/0/81Contact Information Back: Typeface: Gotham Rounded 8pt Book CMYK: 0/0/0/0

.85in

1.5in

.83in

1.018in

1.5in

1.3in

Stationary in Use

Stationary

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Website

Touchpoints

Website

Touchpoints

Primary Page: Home Page

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Website

Touchpoints

Secondary Page: Body Lotion Page

Website

Touchpoints

Tertiary Page: Quick View Product Page

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Magazine Spread

Touchpoints

Shopping Bags

Touchpoints

A shopping bag available for each season as the seasons change.Red for Christmas time, Cove blue would be available during January/ February, green for spring time, yellow for summer, and orange for fall.

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Aprons

Touchpoints

As the seasons change the aprons do as well, just like the shopping bags. Red for Christmas time, Cove blue would be available during January/ February, green for spring time, yellow for summer, and orange for fall.

Lotion

Touchpoints

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Shower Gel

Touchpoints

Fragrance Mist

Touchpoints

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Fragrance Strips

Touchpoints

CreditsAprons www.sweetbakingsupply.com

Shopping Bags www.shekhawatenterprises.com

Stationary Templates www.graphicriver.com

Water photo www.eastpenn.k12.pa.us

Flower photo www.kintali.com

Sky photo www.farcydesign.com

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© 2013 Cove