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A brand standards manual for a fictional rebrand of Bath & Body Works.
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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 [email protected].
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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