Writorical Brand Identity Manual

Brand Identity Standards

MissionStatementFor the writing or calligraphy enthusiast, this shop endevors

to supply high quality, old-style pens, inks, and papers, that

offer an authentic, antique experience when writing along

with help from a knowledgeable staff that can help select

the correct products for any project.

Writorical Identity Standards : Page 5


CustomerPrimary customers of the store are avid writers age 20 and

older who either collect pens or prefer the feel of old-style

pen nibs, and are looking to purchase high quality supplies.

Secondary customers require maintenance on antique pens

they already own or are artists who are looking for inks for

drawing or sketching.

LocationThe store should be located in the downtown area of a

small town. In this case it would be Midland, Michigan.

It would be an area filled with many other small specialty

shops where people either from town or tourists visit for a

day of shopping and fun.

CharacterClose and friendly with a hint of vintage are the best ways

to describe the shop. Helpful staff are always on hand to

answer questions about any of the products available in

the store. The shop is inherently colorful due to the large

number of colored inks and papers that are for sale. Color

in the rest of the shop (furniture, walls, etc.) is downplayed

as to not be too garish. Shelving units are darkly finished

wood to accentuate the colors of the inks and papers sitting

on top of them. The lighting in the store is bright in order

for the customers to accurately view the colors of inks and

papers they plan on purchasing. The atmosphere should

give off a creative feel, yet be crisp, clean and also feel

“grown up”.

ProductsProducts sold at the shop obviously include fountain and

quill pens, holders of various styles, as well as pen nibs of

all shapes and sizes. Inks sold at the store come in numer-

ous colors and are available both in specialty inkwells for

dipping pens or cartridges for the various styles of fountain

pens. Parchment papers are available in several different

varieties, both loose-leaf and bound into journals.

ServicesThe pen shop offers classes for people who are just

learning about quill or fountain pens and would like to

learn techniques for just learning how to write with them.

Classes are also available to those who are more familiar

with the product and prefer to learn about more complicat-

ed calligraphy techniques. Also included in services would

be the staff who know all of the products sold in the shop

and are always available for advice on any of them, and the

small repair shop located at back of the store.

Store Profile

Table of Contents1: Branding System .................pg. 9 Icon

Primary Mark

Secondary Variations

Clear Space Requirements

Avatar

Primary Colors

Secondary Colors

Single Color

Reversed

Unacceptable Treatments

2: Typography .......................pg. 25 Primary

Word Processing

3: Business System .................pg. 29 Paper Specifications

Business Card

Letterhead

Envelope

4: Applications ......................pg. 35

5: Design Process ...................pg. 53

Branding SystemThe Writorical branding system shows how the

company presents itself to the rest of the world.

Maintaining proper usage of the brand is the

first step in fostering brand awareness.


IconThis icon is a representation of the Writorical brand. The

inkwell and feather pen show the history of pens and one

of the most traditional forms of writing that most people

are familiar with.


SignatureThe signature for Writorical is set in a very slightly altered

Bodoni typeface. As such, the only usage should be from a

high-resolution file. It should not be changed or altered in

any way other than size when used as identification for the

store on promotional pieces.


Primary MarkWhen used together, this is the primary layout. The set

distance between aspects of the mark should be maintained

no matter the size of the printed mark.


Secondary Mark.This is an alternate form of the Writorical mark. This

secondary mark is the only other version of the brand

that should be used to represent the Writorical brand.


Clear SpaceWhen using the full mark, the distance x (as shown above)

must be maintained around each side, starting with the top

of the feather and ending with the bottom of the circle. The

size of x is determined by the space between the icon and

the signature.

x xx

x

x


When using the icon by itself, the size of y is found by

measuring the distance between the outer edge of the circle

and the right side of the inkwell, as shown in the image to

the left. The clear space at the top of the icon starts where

the base of the feather meets the circle.

yyy

yx2

y


Primary ColorsWritorical’s primary color scheme consists of a brown,

cranberry, and a pale green. These colors are used to give

Writorical the old-fashioned and traditional feeling.

PANTONE 462

R 88G 69B 40

C 28M 48Y 71K 72

# 584528

Secondary ColorsThe secondary colors are meant to compliment the set of

primary colors and for use in varying applications in the

store and also online.

PANTONE 5195

R 100G 68B 89

C 42M 67Y 18K 52

# 644459

PANTONE 5645

R 173G 187B 173

C 22M 5Y 19K 16

# ADBBAD

PANTONE 202

R 130G 36B 51

C 10M 97Y 61K 48

# 822433

PANTONE 2766

R 26G 33B 85

C 100M 92Y 10K 47

# 1A2155

PANTONE 4705

R 119G 74B 57

C 17M 64Y 60K 51

# 774A39


Single ColorWhen used as a single color, there are two options for the

Writorical mark. Either the mark is shown as only the text

and lineart, or the inkwell can be filled in with a 25% tint

of the chosen color. This tint in the inkwell should never be

darker than 20%.


ReversedWhen used in reverse, only the one color mark should be

used, and only the version with no tints within the inkwell

or feather.


Unacceptable TreatmentsThe Writorical mark should not be altered in any way other

than an by equally proportional scale. These are some of the

ways in which the Writorical mark is not to be displayed.

Do not stretch or squish

the Writorical mark in a

vertical direction.

Do not stretch or squish

the Writorical mark in a

horizontal direction.

Do not scale strokes in an

unproportional manner.

Do not fill the inkwell in a

solid color without showing

the details in a tint.


Do not skew the Writorical

mark in any way.

Do not show the Writorical

mark rotated at any angle.

Do not show the Writorical

make flipped in the reverse.

Do not fill the inkwell and

circle in a solid color. The

background circle should

always be filled with white.


AvatarThe Writorical avatar is an animated version of the mark.

The animation begins with just the inkwell and pen. The

pen floats to the right and begins to write out the word

“Writorical.” When it has finished, the pen goes back into

the inkwell, and the circle around it appears.

TypographyThe typeface and style used in thoughout an

entire business system is importat to create

unity and help keep the brand clean and clear.


Primary

Bodoni

BookABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Book ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Baskerville

RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz



The official typefaces for Writorical are Bodoni and

Baskerville. Bodoni should only be used for headings, while

Baskerville is to be used for body text.


For typical word processor needs, such as the typing of a

letter, these typefaces can be used for in case the primary

typefaces are not available. In these cases, Palatino is the

prefered typeface, but if Palatino is not available, Times

New Roman is also accepted.

Word Processing

Palatino

RomanABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz




Times New Roman

RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz




Business SystemThe business system consists of the Writorical

business cards, letterhead, and envelope. All

three should be printed on the paper specified.


Paper SpecificationsThis style of paper should be used in all of Writorical’s

stationery and brochures in order to maintain consistency

across the brand. There are three choices for paper, starting

with the highest quality, then the middle-ground paper, and

finally the most economic paper.

Text Weight Cover Weight

Quality Mohawk Pegasus Mohawk Pegasus

Museum White Museum White

Smooth Text 80lb. Smooth Cover 80lb.

Midground Ninah Sundance Ninah Sundance

Natural White Natural White


Economy Domtar Cougar Domtar Cougar

Natural Natural



Business CardThe business card only has one version for the side with

personal information on it, but the back side can be either

the color with white text, or the white with colored text.

The color used for the business card can be the brown or

cranberry, depending on the personal preference of the

card holder.

[email protected]

101 East Main StreetMidland, MI 48642

(989) 430-2258

Quinn Mallory


LetterheadThe Writorical letterhead should always be printed on the

previously specified paper in order to maintain consistency

throughout the business system.

John Jameson4512 Dublin Ave.Midland, MI 48642

Dear Sir, Midland November 13, 2010

“Of the origin of the Hound of the Baskervilles there have been many statements, yet as I come in a direct line from Hugo Baskerville, and as I had the story from my father, who also had it from his, I have set it down with all belief that it occurred even as is here set forth. And I would have you believe, my sons, that the same Justice which punishes sin may also most graciously forgive it, and that no ban is so heavy but that by prayer and repentance it may be removed. Learn then from this story not to fear the fruits of the past, but rather to be circumspect in the future, that those foul passions whereby our family has suffered so grievously may not again be loosed to our undoing.

“Know then that in the time of the Great Rebellion (the history of which by the learned Lord Clarendon I most earnestly commend to your attention) this Manor of Baskerville was held by Hugo of that name, nor can it be gainsaid that he was a most wild, profane, and godless man. This, in truth, his neighbours might have pardoned, seeing that saints have never fl ourished in those parts, but there was in him a cer-tain wanton and cruel humour which made his name a by-word through the West. It chanced that this Hugo came to love (if, indeed, so dark a passion may be known under so bright a name) the daughter of a yeoman who held lands near the Baskerville estate. But the young maiden, being discreet and of good repute, would ever avoid him, for she feared his evil name. So it came to pass that one Michaelmas this Hugo, with fi ve or six of his idle and wicked companions, stole down upon the farm and carried off the maiden, her father and brothers being from home, as he well knew. When they had brought her to the Hall the maiden was placed in an upper chamber, while Hugo and his friends sat down to a long carouse, as was their nightly custom.

Yours,

Maximilian Arturo


John Jameson4512 Dublin Ave.Midland, MI 48642

Dear Sir, Midland November 13, 2010

“Of the origin of the Hound of the Baskervilles there have been many statements, yet as I come in a direct line from Hugo Baskerville, and as I had the story from my father, who also had it from his, I have set it down with all belief that it occurred even as is here set forth. And I would have you believe, my sons, that the same Justice which punishes sin may also most graciously forgive it, and that no ban is so heavy but that by prayer and repentance it may be removed. Learn then from this story not to fear the fruits of the past, but rather to be circumspect in the future, that those foul passions whereby our family has suffered so grievously may not again be loosed to our undoing.

“Know then that in the time of the Great Rebellion (the history of which by the learned Lord Clarendon I most earnestly commend to your attention) this Manor of Baskerville was held by Hugo of that name, nor can it be gainsaid that he was a most wild, profane, and godless man. This, in truth, his neighbours might have pardoned, seeing that saints have never fl ourished in those parts, but there was in him a cer-tain wanton and cruel humour which made his name a by-word through the West. It chanced that this Hugo came to love (if, indeed, so dark a passion may be known under so bright a name) the daughter of a yeoman who held lands near the Baskerville estate. But the young maiden, being discreet and of good repute, would ever avoid him, for she feared his evil name. So it came to pass that one Michaelmas this Hugo, with fi ve or six of his idle and wicked companions, stole down upon the farm and carried off the maiden, her father and brothers being from home, as he well knew. When they had brought her to the Hall the maiden was placed in an upper chamber, while Hugo and his friends sat down to a long carouse, as was their nightly custom.

Yours,

Maximilian Arturo



EnvelopeThe Writorical envelope should always be printed on the

previously specified paper in order to maintain consistency

throughout the business system.

ApplicationsThe Writorical brand is used across a wide

variety of items both in-store and out in the

world. Using the brand system appropriately

is of utmost importance.


Wooden SignThe wooden sign hangs out in front of the Writorical store.

It adds to the old-style feel of the store, and also lets people

know from down the street that they’re getting close.


Class BrochureThis brochure shows customers a listing of classes that are

available from the Writorical staff, and also the times and

dates they are available. There is a small side tab that is

detachable so customers can choose their preferred class

and send in information.


Writorical is very proud to offer weekly classes for anyone who is looking to further their knowledge of calligraphy or other writing techniques. These classes, offered on weekends, are available for potential calligraphers of all ages, from beginners to the advanced.

Weekly Classes

Choose Your C

lass...C

alligraphy for Kids

Beginning Calligraphy

Advanced C

alligraphy

Calligraphy as A

rt

And Your ScheduleJanuary 15 – February 19

April 3 – M

ay 8

June 5 – July 10

August 7 – Septem

ber 11

October 2 – N

ovember 13

Parent’s Nam

e (for kids only)


101 East M

ain StreetM

idland, MI 48642

Calligraphy for Kids: Ages 10–15Saturdays 1:00 - 2:30 pm

Teaching basic techniques for kids to improve their

writing skills and add some simple forms of fl ourish

that will add a little bit of classic sophistication to any

child’s writing. Felt calligraphy marker provided.

Beginning CalligraphySaturdays 3:00 - 4:30 pm

For those just starting out in the world of calligraphy.

Among the topics discussed are how to correctly hold

and use the pen, basic calligraphy alphabets, and how

to choose the correct pen, nib, or ink. General purpose

drawing and writing nibs required.

Classes take place once a week, either

Saturday or Sunday. Each class is six

weeks long, and there are fi ve cycles of

each class throughout the year.

January 15 – February 19

April 3 – May 8

June 5 – July 10

August 7 – September 11

October 2 – November 13

Advanced CalligraphySundays 3:00 - 4:30 pm

More complex alphabets are studied in this class,

along with complicated fl ourishes and inking tech-

niques. A basic knowledge of calligraphy is assumed.

General purpose drawing and writing nibs required.

Calligraphy as ArtSundays 1:00 - 2:30 pm

The most advanced of the offered classes. The class

explores complex forms of calligraphy all the way

back to illuminated manuscripts. General purpose

drawing and writing nibs required; some specialty

nibs also required (discussed in-class).

Class Calendar 2011

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Gift SetsThis is just one of the many different gift sets that are sold

by Writorical. These are mostly collectors items that, while

very functional, serve more of a decorative purpose.


Storage TinsWritorical sells tims for use to store pen nibs. While there

are some that are produced by well-known pen companies,

Writorical sells their own brand with the inkwell mark.


Nib SleeveNibs sold within the store and kept in protective sleeves to

keep them from getting damaged, and to help label them

with the Writorical brand.


WebsiteThe Writorical website serves a few purposes. It gives a

little bit of history about the shop, as well as information

about what products are sold, where the shop can be found,

and the kinds of classes that they offer.


iPhone AppWritorical’s iPhone app is a PenFinder that helps users to

find and purchase the pen nib that is perfect for whatever

project they might have in mind. Users also have the option

to show the end page to an employee in-store, purchase the

pen on their iPhone, or order it and pick the pen up later.

Design ProcessMy design process helps me to get all of my

quick ideas out on paper or the screen. The

best solution is almost never the first sketch.


ABCDDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

ABCDDEFGHIJKLMNO

PQRSTUVWXYZabcdef

ghijklmnopqrstuvwxyz

1234567890!@#$%^&*

ABCDDEFGHIJKLMNO

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1234567890!@#$%^&*


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Writorical Brand Identity Manual

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