Corporate Graphic Standards Applications

Branding

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Table of Contents

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Branding

5 Logo6 Color Palette7 Typography8 Proportions9 Unacceptable Logo Treatments

Marketing

11 Stationary Set12 Letterhead13 Envelope14 Business Card15 Desktop Website16 Mobile Website17 T-Shirt18 Backpack19 Water Bottle

Branding

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Branding

Logo

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Our main logo, shown to the right, is the only acceptable logo for usage representing Niu Coco Flakes. It should have the green textured background, the correct font and the correct coconut icon.

The logo is meant to evoke a home-made aesthetic and a fun, care-free feeling. This is accomplished through the use of texture, a fun slab-serif typeface and a playful logo.

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Color Palette

Hawaiian Palm Leaf Island Sky Coconut Sand Tropical Storm

C: 76 M: 29 Y: 100 K: 14

#467F3B # 7FC4DC #744C28 #DCC3B5 #D1D2D4

C: 47 M: 7 Y: 9 K: 0 C: 40 M: 64 Y: 89 K: 36 C: 13 M: 23 Y: 25 K: 0 C: 17 M: 13 Y: 12 K: 0

The above color palette is integral to Niu’s branding. The colors are inspired by and named after iconic Hawaiian imagery, things that one would see on a Hawaiian beach. These are the only acceptable colors to be used. Typefaces should always be shown in black or white depending on context, and sometimes in Hawaiian Palm Leaf if applica-ble.

Typography

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Sanchez

Quicksand (Regular)

Quicksand (Bold)

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 zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z1 2 3 4 5 6 7 8 0

Headline or accent typeface

48 pt and under

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 zA 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 0

Body typeface

15 pt and under

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 zA 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 0

Accent typeface

12 pt and under

Sanchez was chosen as the logo typeface because of its playful form and legibili-ty. It is not to be used over 48 points. It should only be used as a headline or accent typeface, never the body type-face.

Quicksand (Regular) is the main body typeface. Its forms reflect those of Sanchez, but are more rounded and sim-plified for legibility at smaller sizes. It is not to be used over 15 points.

Quicksand (Bold) can be used as an accent typeface. It should not be used over 12 points.

Proportions

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3x

3x

x

x

The sizing of Niu’s logo is important for maintaining brand integrity. The height and width of the green texture should be three times larger than the x-height of the word “niu” as the logo is scaled up or down. The logo is not to be shown any smaller than one inch width by one inch height. The x-height of the word “niu” is also to be used as the amount of space surrounding the logo.

1”

1”

Unacceptable Logo Treatments

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Do not substitute the logo’s typeface

Do not stretch the logo Do not delete the logo’sbackground texture

Do not change the color scheme of the logo

Above are examples of unacceptable logo treatments. The only acceptable typeface for the logo is Sanchez. The logo should not be stretched horizontally or vertically, but only scaled up or down. The textured background is to be used at all times. The logo, including the typeface, icon and background should only have its original colors, the colors should not be altered in any way.

Branding

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Marketing

Stationary Set

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Letterhead

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The letterhead is printed on recycled paper and features the Niu logo at the top left corner, with the sender’s contact information to the right. The back of the letterhead features a textured paper scan in “Island Sky” with the Niu coconut icon on the bottom right.

Envelope

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The #10 envelope is made from recycled paper, and features the Niu logo at the top left corner. The front of the envelope is kept simple and clean in order to draw attention to the logo. The envelope flap has rounded edges to emulate the logo’s rounded edges, and is shown in the Niu color “Island Sky.” Each envelope is to be sealed with a Niu coconut icon to keep things fun and playful. The inner flap and inside of the envelope are also done in “Island Sky.”

4.8”

9.5”

Business Card

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The business card is a 2.5” by 2.5” round-ed corner square that fits easily into a wallet or pocket. It will also be made from recycled paper. The back of the card features the Niu logo, while the front of the card has employee contact informa-tion, as well as Niu’s website and address. 2.5”

2.5”

Desktop Website

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Niucocoflakes.com will be simple and easy to navigate, with photos of the locations that Niu is sourced from. It will include information for consumers and potential sup-pliers, as well as a blog.

Mobile Website

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Niucocoflakes.com is also be a mobile friendly. The mobile website is more simplified than the desktop website, and features a vertical scroll that is easy to navigate.

T-Shirt

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Niu’s logo is shown here on a fair-trade cotton white t-shirt. These t-shirts will be availible for sale on niucocoflakes.com as well as any pro-motional events that Niu participates in.

A simple t-shirt is a great marketing asset. Whenever someone wears a Niu t-shirt, it provides free marketing for the brand.

Backpack

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This canvas draw-string backpack willappeal to Niu’s active, on-the-go market. It is made from recycled canvas materi-al, and will be for sale on niucocoflakes.com and at any promotional events that Niu participates in.

This backpack can be used for every day errands, as a gym bag, or even be taken on a hike.

Water Bottle

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The Niu water bottle will be for sale on niucocoflakes.com and any promotional events that Niu participates in. It will be made from recycled aluminum and reinforces Niu’s zero-waste message.