Brand G

uidelines

winter 2015© liz mather

Table of Contentslogo 1-4

fonts 5color palettes 6

icons 7applications 8-9

patterns 10photography 11-12

purely wholesome ~ from farm to table

1

logo

usage rules

honey vinegar~ only use the primary color palette

~ place the long mark in the middle of panoramic / horizontal photographs (like on the cover page) when available

~ do not separate logo~ no drop shadows~ no stretching or distorting~ only use the primary color palette~ do not fill the bee with a color~no smaller than 1-1/3”

2

logo

usage specifications for vertical mark

The vertical mark must not be any smaller than 1-1/3 inches tall.

Colors Try to always have the bee knocked out of the logo, so the background shows through. This can be altered when absolutely necessary.

1-1/3”

3

Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other

logo

exclusion area

Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark. Always keep copy or other distracting elements at least a bee’s length away from the mark.

Always keep copy or other distracting elements at least a bee’s length away from the mark. 4

fonts

headline copyto be used for titles and the main mark.

subhead copyto be used for subordinate display purposes.

body copyto be used when there is a large amount ofcopy

Bell MT Regular(with .25pt stroke)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

MontserratRegular (lower case)

abcdefghijklmnopqrstuvwxyz

Bodoni Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghjklmnopqrstuvwxyzabcdefghjklmnopqrstuvwxyzabcdefghjklmnopqrstuvwxyzabcdefghjklmnopqrstuvwxyzabcdefghjklmnopqrstuvwxyzabcdefghjklmnopqrstuvwxyzabcdefghjklmnopqrstuvwxyzabcdefghjklmnopqr

5

color palette

#C04F31P 1525 U

#E0AF55P 7555 U

primary palette secondary palette

#707840P 378 U

40829C#F0EBE6

P 656 U

#9E3E51

#C2455A

#E27A88

#FFFFFF

#A6AE6A

#959B5F

#8C6F47

#22324A

#000000

P 704 U

P 200 U

P 702 U

P 5777 U

P 7746 U

P 1265 U

P 5463 U

P black

P white

# pantone

6

icons

main navigation

social media f t g+ pinfacebook twitter google + pinterest

honey

home honey cartproduce

7

application

honey jar

8

9

10

photography

rules and specifications

Don’t be scared of close-up, intimate crops on photographs.

When possible, (for close-up shots) use a prime lens that will create a subject in sharp focus and back-grounds with beautiful bokeh. As an example, take the “Table of Contents” page’s photo.

Landscape photographs with an equal ratio of land-to-sky should be used as a rule. The brand’s mark and identity were initially inspired by this vertical equality with sprawling horizontals.

11

photography

filter process to maintain consistency

In Photoshop:

1. Fill a layer above the background with a fill color of #ab2239.2. Reduce layer opacity to anywhere between 7-20% depending upon the photo. If it feels too pink, reduce the opacity.3. Add a Levels Adjustment layer and set black to 5 and the middle slider to somewhere in between 1.05-1.25 to reduce the contrast.4. Adjust as needed for the situation and the photography itself.

12