FLORA

2graphic standards manual

g r a p h i c s t a n d a r d s m a n u a l


From the beginning, Flora wanted to be more than just an atypical,

run-of-the-mill “flower shop” with the usual selection of plants

and flowers. It wanted much more depth and meaning...”deeper

roots” if you will. Flora was established to help provide some of the

rarest and most beautiful plant life that the general public has ever

seen. Working with our botanical design consultants, customers

will be able to put together arrangements of individual plants and

flowers, fill their home with species indigenous to location they

are native to, or even mix and match to create their own hybrid

ecosystem within their home or garden. It is said that a plant is only

as beautiful as the care it receives. To that end, Flora also supplies

everything that one would need to care for their new investments.

From organic fertilizers to garden equipment, all grounds will be

covered to help provide the perfect environment. The main goal

is to keep collections clean and beautiful. To have plants relate to

each other, even when mixing plants from various locations and

ecosystems. To do so, Every Flora employee will be trained to

produce beautiful works of art through relations in color, size,

space, and even blooming seasons of each plant being used. All of

these careful choices are made to create a new experience within the

home or garden, one that heightens the senses and eases the mind.


i n s p i r a t i o n

Much of the inspiration for Flora comes from the writings and sketchbooks

of early botanists. Botanists such as Leonhart Fuchs, Otto Brunfels,

Hieronymus Bock, and especially Charles Darwin were t researched. The

colors, typography, and simply the “feel” that their journals hold were

starting points for many elements of Flora’s overall design.


l o g o m a r k

The Bird of Paradise was used as a

starting point. The plant reads as both a

bird and a flower in the way in which it

is silhouetted, which adds a beautifully

exotic quality to the mark.

The tracking of the wordmark pays

homage to early 17th century botanists.


w o r d m a r k s t y l e s

The three usable iterations of the Flora word

mark include the official mark, the word mark

alone, and the specialists version which will

appear primarily on window lettering.


l o g o s a f e t y a r e a

the minimum safety area should be no less than 1/3 the width of the logo & work mark

the minimum safety area should be no less than 1/4 the width of the logo mark


t y p o g r a p h i c s t y l e s

Mrs Eaves Boldabcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Mrs Eaves Small Caps abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Mrs Eaves abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Mrs Eaves has a near vertical stress, departing from the old style model. Identifying characters, similar to Baskerville’s types, are the lowercase g with

its open lower counter and swashlike ear. Both the roman and italic uppercase Q have a flowing swashlike tail. The uppercase C has serifs at top and

bottom; there is no serif at the apex of the central junction in uppercase W; and the uppercase G has a sharp spur suggesting a vestigial serif.

Zuzana Licko’s revival is less academic than some, basing as many of its details on contemporary methods of reproduction: the flatness of offset

lithography in comparison to letterpress printing, and the resolution of set devices, and on-screen display. The overall stroke weight of Mrs

Eaves is considerably heavier than most other revivals, countering the often anemic reproduction of smaller point sizes in other digital revivals of

Baskerville, and restoring some of the feeling of letterpress printing’s unpredictability.


p r i m a r y l o g o c o l o r s

pms 159 cc : 66%

m : 100%

y : 7%

pms 2726 cc : 79%

m : 66%

pms 159 cc : 32% m : 100%

k : 40%


l o g o c o l o r l i m i t a t i o n s

To address logo color limitations, the Flora logo mark is allowed to be

completely knocked out and used as a silhouette. This will put no limit on its

application or placements, this will give it the ability to be placed on both dark,

as well as extremely light surfaces with perfect clarity.


a d d i t i o n a l c o l o r s t a n d a r d s

Flora, as a brand, will have somewhat strict color standards. As it is a

company that stresses the use of natural, recyvlrd, and even organic

materials, this pallete has be compilied with earth tones and organic

colors that will establish the trend of colors used within the brand.


s t a t i o n a r y : b u s i n e s s c a r d

FRONT : the delicate logo mark is

perfectly centered within the card.

BACK : the type setting of the contatct

information is ode to Charles Darwin’s

“The Origin of Species”.


s t a t i o n a r y : l e t t e r h e a d

All of Flora’s stationary will be printed on 100% recycled papers.


s t a t i o n a r y : e n v e l o p e c l o s u r e

Custom crack & peel labels will be made

to wrap around and close the side opening

envelopes. The destination address, as well

as the return address and company’s logo

mark will all be printed one small label


a s s e m b l e d s t a t i o n a r y


s t o r e f a ç a d e

Entrance signage on both the main

and side doorways will be kept clean and

simple in the form of hand lettered glass

and a wood-cut word mark.


s t o r e f a ç a d e

Walkway signage consists of a white

silhouette of the Flora logo made of

thick, opaque-white glass which is cut

into the living façade, the logo will be

backlit in the evening.


b i o t o p e s i g n a g e

Flora will be divided into two sections. The lower-level housing tropical and

temperate plants and with the desert and arid plants being held on the upper-

level, with access to direct sunlight and warmer daytime temperatures. This

signage will direct customers to their plants of choice.


w e b s i t e i n t e r f a c e : h o m e

The Home Page will consist of a

simple company statement and the most

popular proucts purchased.


w e b s i t e i n t e r f a c e : c o l l e c t i o n s

On Image Rollover a light glow will

appear around the image with a slight

enlargement

On Image Click a large picture, pricing,

description, and general care instructions

will appear


e m p l o y e e s t y l e : s u m m e r

The staff at flora will not have uniforms, rather they will have casual,

comfortable “style guides” that they will have to follow while working. This will

allow each employee show a bit of their own personality, which in turn should

make for a more relaxed and welcoming work environment.


e m p l o y e e s t y l e : w i n t e r


b o u q u e t & a r r a n g e m e n t w r a p

The logo mark is repeated again and again to form this beautiful pattern.

The sticker included will hold the wrap together once it is around the arrangement.


p r o d u c t s : f e r t i l i z e r

3 5 1 W E S T 1 4 T H S T R E E T

N E W Y O R K , N Y 1 0 0 1 0

e x o t i c p l a n t

f e r t i l i z e e r

1 0 0 %O R G A N I C

2 4 o z

T H I S M A Y H E L P

IF YOU HAVE ANY OTHER QUESTIONS,

FEEL FREE TO CALL

7 3 2 . 8 7 5 . 9 9 1 3

$ 1 2 . 5 0

3 5 1 W E S T 1 4 T H S T R E E T

N E W Y O R K , N Y 1 0 0 1 0

$ 1 2 . 5 0

Drawings based on those of early

botanists will help label products sold

within the store

Prices on all products will be

handwritten by the staff.


p r o d u c t s : l e a f s h i n e

1 6 o z

$ 8 . 0 0


p r o d u c t s : p r u n e r & h o l s t e r

Flora Logos are imprinted and

branded into tools so that they will

forever wear the Flora badge.


p r o d u c t s : g a r d e n b o o t s

A Flora Logo is built into the mold for

these boots, creating a raised mark.


s h o p p i n g b a g s

These bags will be given to the customer with purchases over a certain dollar

amount. They are made from recycled materials and will be able to be reused as a

shopping bag instead of using another stores plastic bags.


p l a n t s i z e d g i f t b a g s


Documents

FLORA