Lemon Egg

L E

lemon egg

STANDARDS MANUAL

LEM·ON (noun) 1. a small evergreen tree, Citrus limon, widely cultivated in warm and tropical regions, having pale green glossy leaves and edible fruits Related: citric, citrine 2. the yellow oval fruit of this tree, having juicy acidic flesh rich in vitamin C

EGG (noun) 1. a body produced by a domestic bird, esp. the hen 2. (old-fashioned) an exclamation of delight

welcome

lemon egg

APPLICATION 28Promotional Collateral

Shopping Bag

Price Tag

Website

Web Promotion

SIGNATURE 14Clear Space

Minimum Size

Signature Variation

Signature Misuse

Color Palettes

Typeface Selection

ANALYSIS 9Mission Statement

Lemon Egg Analysis

Brand Objective

Competitor Analysis

Competitive Chart

STATIONERY 22Letterhead

Envelope

Business Card

Mailing Label

contents

analysis

MISSION STATEMENT

LEMON EGG ANALYSIS

BRAND OBJECTIVE

COMPETITOR ANALYSIS

COMPETITIVE CHART

MISSION STATEMENTLemon Egg is a small company that specializes in collectibles and antiques, and provides its customers with a homegrown and nostalgic atmosphere. Located in historic downtown Petaluma, California, Lemon Egg blends its fresh style with the rich history of the community. Owner Krista Fotou has always loved collecting antiques and feels Lemon Egg will provide its customers with a style that is vintage, but always relevant.

LEMON EGG ANALYSISKrista began Lemon Egg in November, 2009, but did not open the store until March, 2010. She has had a passion of collecting antiques for many years and Lemon Egg is her way of turning her passion into a business. Lemon Egg’s goal is to provide its customers with speciality items, such as furniture, accessories, kitchen items, clothing, cards and jewelry,

that can not be found anywhere else. Krista hopes Lemon Egg will combine the nostalgia of her products with the excitement of finding a new treasure to take home. Krista also wants to establish a close relationship with her customers, which range from young adults to adults, and are mostly women. Lemon Egg also puts emphasis on community interaction and involvement in Petaluma.

BRAND OBJECTIVEThe brand identity for Lemon Egg must establish instant recognition and build trust with its customers. The logo musts be adapted to a variety of sizes and applications while remaining readable and aesthetically pleasing. Composition, color palette and visibility must also be taken into consideration. A logo will remain timeless if it illustrates the quality of the company instead of its current state.

analysis

9

COMPETITIVE ANALYSIS

SUMMER COTTAGE ANTIQUESLemon Egg’s main competitor is the local antique shop Summer Cottage Antiques. This speciality shop offers a wide array of items including furniture, clothing and jewelry. The shop is a collective of 30 different dealers that sell their items on consignment.

SACKS HOSPICE & ALPHABET SOUPSacks Hospice and Alphabet Soup Thrift Store are also located in the downtown shopping area of Petaluma. They sell furniture, clothing and collectibles at reasonable prices. Although these stores do not offer the same shopping experience for the customer, people interested in Lemon Egg would also visit these stores in search of collectibles and antiques.

GOODWILL On a national level, Goodwill Industries International Inc. is another thrift store that offers people practical solutions at resonable

prices. Goodwill promotes that they “enhance the dignity and quality of life of individuals, families and communities by eliminating barriers to opportunity and helping people in need reach their fullest potential through the power of work.”

HEEBEE JEEBEE GENERAL STOREHeebee Jeebee General Store is another local shop in downtown Petaluma that offers everything from novelty gifts to handmade art. Although it is not an antique store, it shares the same style and aesthetic as Lemon Egg.

URBAN OUTFITTERS & ANTHROPOLGIEUrban Outfitters and Anthropologie are two mainstream stores that offer the same style and aesthetic as Lemon Egg. Although the products in their home departments are not “found objects” or antiques, they offer a similar approach to their purchasing and marketing.

10

logo

style &design

information &presentation

corporate message

typeuseconsistency

typefacefocusconsistency

presentationmessageconsistency

messageassociationconsitency

Summer Cottage

type, graphictraditionalyes

scriptornamentalyes

decorativecustomer friendlyyes

vintage, antiquevarietyyes

Lemon Egg

type, graphictraditionalyes

sans serif, blockfresh/cleanyes

playfulpersonalized experience yes

community, artfultreasuresyes

COMPARATIVE CHART

11

signature

CLEAR SPACE

MINIMUM SIZE

SIGNATURE VARIATION

SIGNATURE MISUSE

COLOR PALETTES

TYPEFACE SELECTION

signature

THE SIGNATUREThe Lemon Egg signature blends a playful vintage style with a fresh graphic approach. Inspired by Petaluma’s rich history and prospering community, the signature reflects vintage packaging. The brand identity includes a distinct icon and monogram to accompany the signature. The awning stripe patterns can also accompany the signature on items like the stationery and website. Overall, the brand should reflect that Lemon Egg embraces the old and new aspects of the community while providing its customers with a personalized shopping experience.

brandmark

signature

L E

pattern

14

CLEAR SPACEIn order to set it off from other elements, the signature should always be surrounded by an adequate amount of clear space. The dotted outline surrounding the signature above indicates the minimum amount of clear space that must surround the signature in all applications. No other element may be present within this space. This includes type, illustrations, photos or the edge of the surface on which the signature is displayed. Any exceptions require approval prior to use. Minimum clear space is specified in units of “X.” In this signature, X equals the height of the “O” in Lemon Egg.

MINIMUM SIZEAs the signature becomes smaller, it also becomes more difficult to read and recognize. The minimum allowable size is shown below. Less detailed types of reproduction (e.g., newspapers or screen-printing) may require larger sizes.

.75 x

.5 x

.75 x

x

x

1.5 inches

15

L E

SIGNATURE VARIATIONThe signature is always reproduced from approved reproduction artwork. The signature should never be constructed or redrawn. However, in certain approved circumstances, it may be necessary to recreate the signature (e.g., signs). In the event that construction is necessary and pre-approved, the following example shows the relative sizes and placement of signature components. Placement is specified in units of “X.” The minimum size should be no more smaller than .75 inches wide.

SIGNATURE MISUSEThe following examples illustrate incorrect use of the signature, brandmark and logotype. These examples highlight common errors, but do not include all possible mistakes. Always use the signature as outlined in the manual.

variation of logotype

x

.5 x

16

THREE-COLOR PALETTEUse this three color palette whenever possible. If a two-color reproduction is being used, only use Turquoise and Mustard.

ONE-COLOR SIGNATUREUse this version whenever three-color reproduction is not possible. The entire signature prints in one color (Black or Metal) as long as it is clearly visible. Background is white or a light, neutral color.

COLOR REPRODUCTIONAll colors specified throughout this manual are referred to as Lemon Egg colors. Equivalent matches using other color-matching systems (e.g., Pantone® and CMYK) are given. These equivalent specifications may need to be modified to adjust for production variations.

TurquoisePANTONE 325 U

CYMK (56 / 0 / 26 / 0)RGB (103 / 200 / 198)

MustardPANTONE 124 U

CYMK (0 / 28 / 100 / 6)RGB (238 / 178 / 17)

CoralPANTONE 1575 U

CYMK (0 / 48 / 72 / 0)RGB (248 / 158 / 89)

BlackPANTONE Black U

CYMK (40 / 40 / 40 / 100)RGB (0 / 0 / 0)

MetalPANTONE Cool Gray 11 U

CYMK (0 / 2 / 0 / 68)RGB (113 / 112 / 116)

17

COLOR SYSTEMLemon Egg has developed a comprehensive color system to help establish a consistent look and feel across a broad range of implementation materials. This color system consists of three separate color palettes. Each of these palettes has been designed to reinforce specific emotive values associated with our products and services. The three palettes are extremely flexible, and can be applied in a variety of ways to unify families of materials, such as brochures. Try to use these suggested colors whenever possible.

SilverPANTONE Cool Gray 7 U

CYMK (0 / 0 / 0 / 37)RGB (174 / 176 / 178)

AquaPANTONE 331 U

CYMK (24 / 0 / 16 / 0)RGB (193 / 228 / 218)

RustPANTONE 1615 U

CYMK (0 / 56 / 100 / 43)RGB (156 / 87 / 8)

TartanPANTONE 316 U

CYMK (100 / 0 / 27 / 68)RGB (0 / 79 / 90)

LimePANTONE 397 U

CYMK (10 / 0 / 100 / 11)RGB (212 / 209 / 15)

TealPANTONE 3275 U

CYMK (95 / 0 / 40 / 0)RGB (0 / 172 / 161)

18

TYPEFACE SELECTIONTo help establish a consistent look and feel across a broad range of implementation materials, two type families have been selected for use on all media. They are called Museo 100 and Gothic520. Together they provide for a great deal of versatility.

Specimens of the most commonly used typefaces within these families are shown. All fonts used should match the samples shown on these pages. Do not substitute other typefaces in place of those specified. Never scale, condense, expand or otherwise modify any existing letterforms. If special circumstances require the use of other typefaces, contact the Design Department for approval.

MUSEO 100

a b c d e f g h i j k l m

n o p q r s t u v w x y z

A B C D E F G H I J K L M

N O P Q R S T U V W X Y Z

1 2 3 4 5 6 7 8 9 0

GOTHIC520

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

1 2 3 4 5 6 7 8 9 0

19

stationery

LETTERHEAD

ENVELOPE

BUSINESS CARD

MAILING LABEL

stationery

LETTERHEADLetterhead must use the same basic layout, colors and type specifications. All letterhead are reproduced using the specifications given below, and in approved templates.

SPECIFICATIONSSize: Letter (11” x 8.5”)Stock: Strathmore Ultimate White Text, 28#Ink: Turquoise (Pantone 325 U) and Mustard

(Pantone 124 U) Print Method: Two-color Offset LithographyFonts: Museo 100 and Gothic520

22

ENVELOPEStandard Envelopes must use the same basic layout, colors and type specifications. Envelopes are reproduced using the specifications given below, and in approved templates.

SPECIFICATIONS Size: No. 10 Policy (4.125” x 9.25”)Envelope Stock: Waste Note Paper Pool

(No. 10 Policy)Label Stock: Strathmore Ultimate White Label, 70#Ink: Turquoise (Pantone 325 U) and Mustard

(Pantone 124 U) Print Method: One-color Offset LithographyFonts: Museo 100 and Gothic520

23

BUSINESS CARD Business cards must use the same basic layout, colors and type specifications. Business cards are reproduced using the specifications given below, and in approved templates.

SPECIFICATIONSSize: 2.5” x 3.5”Stock: Strathmore Platinum White Cover, 130#Ink: Turquoise (Pantone 325 U) and Mustard


24

MAILING LABELMailing Labels must use the same basic layout, colors and type specifications. Labels are reproduced using the specifications given below, and in approved templates.

SPECIFICATIONSSize: 4.25” x 5.5”Stock: Strathmore Ultimate White Label, 70 #Ink: Turquoise (Pantone 325 U) and Mustard


25

application

PRICE TAG

SHOPPING BAG

WEBSITE

WEB PROMOTION

PROMOTIONAL COLLATERAL

PRICE TAGPrice tags must use the same basic layout, colors and type specifications. Tags are reproduced using the specifications given below, and in approved templates.

SPECIFICATIONSSize: 2.25” x 4.75”Stock: ManilaInk: Turquoise (Pantone 325 U) and Mustard

(Pantone 124 U)Print Method: Two-Color Offset LithographyFonts: Museo 100 and Gothic520

LEMON EGG

application

28

SHOPPING BAGShopping Bags must use the same basic layout, colors and type specifications. Bags are reproduced using the specifications given below, and in approved templates.

SPECIFICATIONSSize: 8” x 4.75” x 10.5”Stock: KraftInk: Turquoise (Pantone 325 U) and Mustard

(Pantone 124 U) Print Method: Two-Color Offset LithographyFonts: Museo 100 and Gothic520

29

WEBSITE (HOMEPAGE)Following the branding guidelines, use approved fonts and RGB color palette. Do not distort images or logos. Maintain a style that is consistent to Lemon Egg’s brand.

SPECIFICATIONSColors: Turquoise (RGB: 103 / 200 / 198)

and Mustard (RGB: 238 / 178 / 17) Fonts: Museo 100, Gothic520, News 701 BT

and Trade Gothic Light (substitute standard sans serif if necessary)

Images: Use only approved images

HOME ABOUT INSPIRATIONCONNECTEVENTSLEMON EGG

Lemon Egg is an independent boutique based in Petaluma, California. In our shop you’ll find unique antiques, collectibles, handmade goodies, fun accessories and other wonderful items that you can’t live without. It is our quest to seek and share items that are distinctive and break the rules, making Lemon Egg far from your average antique shop.

welcome!

sign up today to receive updates

EMAIL:

all dishware, linens & table cloths

25% offaugust 1 to the 31, 2010

Welcome to LEMON EGG

30

HOME ABOUT INSPIRATIONCONNECTEVENTSLEMON EGG


25% offaugust 1 to the 31, 2010

Welcome to LEMON EGG

don’t be strangergive us a ring{t} 707.776.1476

pay us a visit325 Kentucky StreetPetaluma, California 94952 USA

send us a [email protected]

follow us on

facebook & twitter

find us with

WEBSITE (INTERIOR PAGE)Following the branding guidelines, use approved fonts and RGB color palette. Do not distort images or logos. Maintain a style that is consistent to Lemon Egg’s brand.

SPECIFICATIONSColors: Turquoise (RGB: 103 / 200 / 198)

and Mustard (RGB: 238 / 178 / 17) Fonts: Museo 100, Gothic520, News 701 BT



31

WEB PROMOTION (TWITTER)Following the branding guidelines, use approved fonts and RGB color palette. Do not distort images or logos. Maintain a style that is consistent to Lemon Egg’s brand.

SPECIFICATIONSColors: Turquoise (RGB: 103 / 200 / 198) and

Mustard (RGB: 238 / 178 / 17) Fonts: Museo 100, Gothic520, News 701 BT



Home Profile Find People Setting Help Sign Out

© 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy

LemonEggName: Krista FotouLocation: PetalumaWeb: http://lemonegg.comBio: Lemon Egg is a place to discover antiques and curiosities.

50following

47followers

18listed

Tweets 40

RSS feed ofLemonEggs’s tweets

Check out Kate Austin’s beautiful art on display for the month of August6:44 PM Aug 6th from web

EXTENDED HOURS this weekend for RIVERTOWN REVIVAL! 9:00 am - 6:00 pm 9:59 AM Aug 5th from web

RIVETOWN REVIVAL- This weekend (August 6, 7 & 8)8:31 AM Aug 3rd from web

Loving vintage linens11:41 PM Jul 28th from web

NEW ARRIVALS! We just found the sweetest set of Russian stacking dolls!6:17 PM Jul 18th from web

Favorites

Following

View all...

LEMONEGG on Twitter

L E

LEMON EGG

32

PROMOTIONAL COLLATERALPromotional collateral pieces are reproduced using the specifications given below, and in approved templates.

SPECIFICATIONSSize: A2 (4.55” x 5.5”)Stock: Strathmore Cream White Cover, 130 #Envelope Stock: Waste Not Paper Pool (A2)Ink: Turquoise (Pantone 325 U), Mustard

(Pantone 124 U) and Coral (Pantone 1575 U)Print Method: Three-Color Offset LithographyFonts: Museo 100, Gothic520 and News 701 BTEmbellishment: .5” Rounded Corners

LEMON EGGPROUDLY PRESENTS

a summer sale25% off


august 1 to the 31, 2010

33

DESIGNED BY MATTHEW MEIKLE FOR LEMON EGG · © COPYRIGHT 2010

Documents

Lemon Egg