Brand Standards and Visual Identity Guide

Brand Standards and Visual Identity Guide

2015-2016

Brand Platform

Rennie’s CornerBrand Standards and Visual Identity Guide 2015-2016

Introduction

Logos

The following guidelines will help you apply the visual elements of design, color and typography to external and internal communication campaigns.

Utilizing the guidelines will make it easier to showcase the style, character and personality of Rennie’s Corner to external parties in a coherent manner.

Internally, maintaining a consistent visual identity will elicit feelings of pride, enthusiasm and confidence in pursuing Rennie’s Corner’s mission.

If you have any questions about the material included here or have suggestions for improvements, please contact

Rennie’s Corner at [email protected].


Brand Platform

Logos

Positioning StatementFor every individual and alumni that shares a connection with the University of Wisconsin-Madison, Rennie's Corner is a storytelling community that encourages collaboration and discovery. Unlike other social venues and retail outlets at the University of Wisconsin-Madison, Rennie’s Corner provides a charismatic backdrop for telling stories, sharing ideas, and delighting in good food that resonates with the Wisconsin Idea.

Brand PromiseTo inspire, communicate, entertain and educate.

Brand DriversTrust: integrity, reliable, fellow BadgersAuthenticity: value, genuine, informal environment, historic, third spaceListening: accepts feedback, empathetic, welcoming, community

Brand Personality TraitsOur brand is proud, showcasing the spirit and ideals of the Wisconsin Idea through visual and traditional storytelling.

Our brand is charming, exuding a unique and friendly third space for every student, alumni and supporter of the University of Wisconsin-Madison.

Our brand is imaginative, welcoming discovery, innovation, diversity and creativity to fulfill our brand promise.



Logos

Colors

Visual Identifying ElementsThe purpose of a logo is to act as a primary identifier. A logo is the most important visual element in visual communication as it connects back to a complete and whole brand identity. Effective logos will be memorable, simple, timeless, versatile and appropriate.

Minimum Reproduction SizeThe logo is not to be reproduced to a size smaller than 200px in width, as this will destroy the integrity of the logo’s design.

The logos should not be altered in any fashion whatsoever or layered with additional designs and/or other logos. There should also be adequate and even spacing around the edges of the primary logo to maintain its clarity.

Primary LogoThe primary logo is required on all printed media, websites, marketing, advertising and other media and external communication campaigns. The logo reads “Rennie’s Corner” and includes a mortar and pestle on the bottom left.

Secondary LogoThe secondary logo combines the mortar and pestle with an enclosed capital letter R, which to be used as the main distinguishing icon on social media.



Logos

Fonts

Primary Logo

Secondary Logo



Colors

Website

Primary Colors

Light Gray Hex 929397 Pantone Cool Gray 8 U CMYK 46 37 35 1 RGB 146 147 151

Dark Gray Hex 636362 Pantone Cool Gray 10 C CMYK 60 52 52 22 RGB 99 99 98

White Hex F9F8F9 Pantone Pastels Neons Coated 9345 C CMYK 2 1 1 0 RGB 249 248 249



Fonts

Copy

Times New RomanThe Times New Roman family is the standard font for all external work.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789

YesteryearThe Yesteryear font is the official primary Rennie’s Corner logo font.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789

The broadway font is the official seconday Rennie’s Corner logo font.



Website

Social Media

Website - http://visit-rennies.com Rennie’s website was redesigned in fall 2015 to showcase the products and the vendors and storytellers behind them. Another main feature of the website is to tell the history and the story behind the store’s concept and theme.

Updates should be made on a regular basis including new product and vendor information as well as changes to any store events and themes as they occur.

The website’s content should be short and concise. Do not use an abundance of images or outside links and allow adequate spacing for readers to browse with ease and clarity.

The Rennie’s Corner BlogThe blog is an important feature of the website and should be updated weekly. Blog posts should be relevant and include facts and information about the store, current events and the products available. During the “off-season” the blog should continue to be updated with posts that align with our brand personality and the University of Wisconson-Madison.

High-resolution photos are highly recommended.



Copy

Social Media

Name“Rennie’s Corner” should be used in external communication campaigns to distinguish itself from other “Rennie’s” brands. However, “Rennie’s” may be used when “Rennie’s Corner” has already been referenced.

Paragraphs &ToneIt is crucial to keep paragraphs short, 5 sentences maximum. This allows for easy browsing of keywords and ideas. The tone will vary to some degree but is mainly consistent across all channels.

For stories and profiles: playful narrativesFor print publications: straightforward and informationalFor website: informational but conversationalFor social media: playful and conversational, but professionalFor newsletters: straightforward and informational

A List of Words/Ideas We Like to Emphasize:Wisconsin Idea CommunityThird SpaceThought LeadershipHistoricProgressive

A List of Words/Ideas We Like to Avoid:MainstreamTrade Show



Social Media

Social Media

PersonaProfessional

FriendlyIntelligent

TonePersonal

InformationalAnecdotal

LanguageSimpleConcise

Conversational

PurposeInspire

EntertainEducate



Social Media

PrintedMaterials

FacebookThe Rennie’s Corner Facebook page is updated once daily on weekdays and Saturdays while the store is in business. Updates are more infrequent during breaks between themes.

On Facebook, we emphasize:• Photos Albums• Blog Stories w/ Links• Events and Updates

High-quality, horizontally oriented images are recommended.

Profile photo is the “Secondary Logo” mentioned in this guide.



Social Media Twitter

The Rennie’s Corner Twitter account is updated 3 times per day on weekdays and Saturdays while the store is in business. Updates are more infrequent during breaks between themes.

On Twitter, we emphasize:• Links to more information on the Rennie’s Corner website• Tagging relevant accounts in all posts• Event updates/changes• Using proper images and hashtags in all posts• Connecting store concept to the Wisconsin Idea• Sharing opportunities and other community events

High-quality, horizontally oriented images are recommended.

Profile photo is the “Secondary Logo” mentioned in this guide.



PrintedMaterials

In our printed materials, we emphasize:

Uncluttered Layout/DesignWhite SpaceObvious HeadersShort and ConciseInformationalLinks to Website & Social Media

Brand Standards and Visual Identity Guide

Documents

Transcript of Brand Standards and Visual Identity Guide