Two & a 1/4 Manual for Identity Standards

two&a¼

Manual of Identity Standards

Foundation

06 | Company Name 07 | Mission Statement 08 | Store Profile 09 | Products & Services

Standards

12 | Mark Signature Symbol 18 | Color Requirements Color Palette 20 | Clearspace Size Restrictions 22 | Treatment Restrictions Color Restrictions 24 | Typography Word Processing 26 | Antique Patterns

Functions

30 | Business system Letterhead Business card Envelope Brochure Series Gift Cards 42 | Environmental Magazine Spread Products Storefront Store Layout Advertisements Website iPhone Application Avatar

Process

66 | Research Specialty Stores 74 | Naming 76 | Logo Creation

one two three four

onefoundation

After much research into doors and doorknobs, a list of 100 possible names was formed. From this list, after a long deliberation process, Two&a¼ was chosen.

Research into this unique product uncovered an interesting measurement, two and a quarter inches. This number is the average diameter of a doorknob, a very practical name for a store specializing in doorknobs and cabinet pulls.

Two&a¼ was chosen for its creative use of numbers and letterforms. After the decision was made to use this name, ideas for the brand were endless. The combination of letters and numbers sparked many ideas for the identity of the company and these ideas were carried throughout.

company name

two&a¼

06 two&a¼ | Foundation

Built on the assumption that every home has a rich history, our store’s goal is to expand your history by finding the ideal doorknob for your home.

A Two&a¼ doorknob takes an ordinary door to absolutely extraordinary. All of our antique products have a rich background that will add a finishing touch to your home. It is our pleasure to offer this service to you.

Finding you the right piece of hardware is our goal. We will do whatever it takes to find you that perfect doorknob and proudly stand by our products and services.

Two&a¼ may be small, but it has a big impact on northern Michigan and its homes. Creating something great in a home is what it’s all about and Two&a¼ can make it happen.

mission statement

07

Our store appeals to “do-it-yourself”ers of all ages, because of its unique and practical concept.

Downtown Traverse City, Michigan is an area known for its specialty shops. This location will allow the store to fit in and stand out.

Our sophisticated store covers the walls with its inventory. This creative layout mimics an art gallery with couches available for customers to sit and marvel.

The unconventional name will make people wonder what the building is, drawing them in. The available seating and the vast amount of doorknobs covering the walls will invite shoppers to stay and admire the store for as long as they’d like.

store profile

08 two&a¼ | Foundation

Our store offers both new and refurbished door and cabinet knobs. New pieces are antique inspired and refurbished pieces are rare finds with a deep history.

On staff are our experts in antique appraisal who ensure that our products are authentic and in working condition. Also available are our home decor experts, who are here to assist you in color and style matching.

To assist in this process our store has a custom matching counter available to our customers. The store is equipped with a variety of colored paint chips to help the customer find the perfect knob to match their door. This service allows customers to be certain in their choice of hardware.

Also available are brochures describing the hardware that is featured in our store.

products & services

09

twostandards

The mark for our company includes its signature and its symbol. The two of which can be split up. The vertical style of this mark mimics the vertical shape of a door. This logo portrays the modern concept of a shop specifically designed for sale of doorknobs with the sans serif typeface and the abstract definition of the shape of a door. Although other colors are available, the primary color of our mark is Pantone 7503 U. The use of this color is discussed on page 16.

When the design process for this logo began, the many parts, components, and accessories of doors were considered. After exploring objects like keys, doorknobs, latches, and abstract symbols, a door itself formed the mark. Even though doors are not a product of the store, they are the backdrops for the products we sell, whether they are interior, exterior, or even cabinet doors.

mark

12 two&a¼ | Standards

two&a¼

signature

mark

symbol

13

As mentioned on page 10, our store’s mark can be split up and used the pieces used separately. The signature, application of this logo is simple and clean and can be used in various ways.

The cleanliness of this component is reflected with the use of Futura light and Futura bold. Contrast is highlighted through the thicks and thins of the typefaces and the combination of letters and numbers.

On its own, the signature gives a hint of the modern appeal of the store as it simply states the store’s title. Its rectangular shape relates to the geometric shapes that make up a door.

The signature’s typography can be created using handwriting and its small and condensed size helps it fit wherever necessary.

signature


Uses include:

Text Only Applications

Handwritten Applications

Round Objects e.g. Price Tags Store Packages

signature

two&a¼

15

When separated from the signature, the symbol stands alone as a simpler abstract door. This symbol is a unique and distinguishing mark that is specific to our store and as it is, represents who we are and what we do.

The abstract feeling that this symbol portrays is reflective of our store. Our name is abstract and out of context, makes people wonder what it is, similar to the door symbol. However, when put together with the signature, something more cohesive comes to mind.

Alone, the symbol too gives a hint of modern appeal. The organic shape that makes up something as structured as a door is a creative attribute. Our goal was to create a symbol that when standing alone is recognizable to only our store but when shown in a full logo compliments its other components.

symbol


Uses Include:

Pictorial Applications

Applications with Minimal Space Available

symbol

17

primary color | Pantone 7503 U

C0 M12 Y35 K25 R200 G177 B139 #C8B18B

uses: all full color documents, unless otherwise specified.

grayscale | black 25%

uses: black & white documents

color requirementsThere are many choices for secondary colors, however, the primary color for the Two&a¼ mark is Pantone DS 7503 U. This color was chosen for its natural appeal that resembles brass, the most common metal used to make doorknobs. Alone this color makes a subtle statement and when placed on materials it acts as a compliment to a variety of other colors and patterns that may surround the mark.

When printed in grayscale or black and white, the mark should be printed at 25% black. A white reproduction can only be used on dark backgrounds when the 25% tint isn’t bright enough.


The use of this secondary color palette is shown in a variety of places throughout the identity. These colors are the only approved choices for recreating the mark. They add a touch of flair to a clean and sophisticated brand.

Despite the fact that these colors are complimentary to each other, they can only be used individually. Using a combination of these colors on a single application is not permitted.

Using a 25% tint of an approved secondary color is allowed when it is being used in contrast to the original color at 100%.

color palette

19

Pantone 7406 U

C0 M18 Y100 K0 R255 G207 B1 #FFCF01

Pantone 2425 U

C37 M100 Y0 K26 R133 G12 B112 #850C70

Pantone 632 U

C92 M0 Y15 K5 R0 G168 B203 #00A8CB

Pantone 612 U C0 M2 Y100 K20 R215 G195 B0 #D7C300

Pantone 485 U

C0 M95 Y100 K0 R238 G49 B36 #EE3124

In situations where the entire mark is present, a required area equivalent to ½ of the x-height of the bold text in the signature must be clear. All four sides of the mark must be clear of text or any other element.

The minimum required clearspace of this mark is ⅛ of an inch. This number should be used in situations where the x-height of the bold text measures less than ⅛ of an inch.

clearspace requirements

two&a¼

area = x-height of bold text


The standard height of the Two&a¼ mark is 1¾ inch.

If necessary, the mark can be reduced to a minimum height of 1 inch.

On its own, the signature’s minimum size is 2⁄5 of an inch in height.

The minimum height of the symbol standing alone is ½ of an inch.

size requirements

minimum: 2⁄5 of an inch

standard: 13⁄4 inches

minimum: 1⁄2 of an inch

minimum:1 inch

21

Layout of the mark cannot be manipulated in any way. When shown together, the components must always be stacked with signature above the symbol.

Door symbol cannot be flipped or rotated in any way.

Mark as a whole cannot be rotated in any direction.

Logo cannot be reversed out of any pattern and symbol must always be an approved solid color, no patterns.

Any other treatments should be approved by store before being applied.

The mark was designed to be a refreshing, vertical, one-color logo that accurately portrays the simplicity of Two&a¼.

treatment restrictions

two&a¼

two&a¼

two&a¼

two&a¼ two

&a¼

two&a¼


Doorknob of symbol must always remain on right side.

Rotating the entire mark in any way is not permitted.

Symbol and signature must always match color, the use of a pattern in any way is prohibited.

The mark cannot be reversed out of any type of pattern.

Symbol cannot be turned upside down.

Signature must remain on top of symbol at all times.

Although chosen from approved Pantone palette, signature and symbol must always be the same color. Combining a tint with the matching color at 100% is also prohibited.

Strokes cannot be added to any part of the mark.

Mark cannot be boxed in by any color, even those from approved palette.

Signature cannot be boxed in by any color.

Color of mark must always be chosen from the approved Pantone color palette.

Approved Pantone color palette and specifications for use of these colors is listed on page 17.

color restrictions

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two&a¼

23

Doorknob on symbol must always be reversed out of the background on which it is applied.

The mark cannot be surrounded by a box of solid color.

The signature alone cannot be restricted to a box.

The mark must always be a color from the approved palette.

The same color must always be used for both components of the mark.

The use of a stroke on any part of the mark is prohibited.

The typefaces above are to be used for the Two&a¼ identity. The use of these typefaces will maintain a consistent and cohesive appearance on all applications.

Minion Pro Regular 8/14 should be used for body copy or any official Two&a¼ business applications.

Headlines should be typed in Futura Book at 20/27 with tracking set at +10.

Futura Book is also the typeface to be used for subheadlines. 15/17 with +10 tracking is preferred.

The wordmark for Two&a¼ is a combination of Futura Light and Futura Bold. Two should be typed in Futura Bold, &a in Futura Light, and ¼ again in Futura Bold.

typography strategy

Body Copy | Minion Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

Wordmark | Futura Light



Headlines | Subheadlines | Futura Book



Wordmark | Futura Bold




When working on a PC or a Windows system, the fonts listed above can be used in place of the primary choices. Although these are adequate substitutions, they are only to be used in situations where the primary typefaces are not available. Verdana however, cannot be used for the wordmark, there are no substitutions for the typography of the mark. Futura is the only option for this application and there are no exceptions.

In these cases, Book Antiqua 8/14 can be used for body copy and Verdana can be used for headlines and subheadlines. Size of Verdana should be reduced to one point size smaller than what primary strategy calls for.

word processing typography

Body Copy | Book Antiqua



Headlines | Subheadlines | Verdana



25

antique patternsThe use of these patterns are shown throughout the Two&a¼ identity. These patterns are created using photographs of our antique doorknobs. They add an abstract and modern feel to the system. When used on applications, the patterns create a colorful composition. The patterns are versitile and are used on a variety of applications.


27

threefunctions

Designed to work as a cohesive system, the letterhead, envelope, and business card use a vertical layout that resembles the elongated shape of the logo. The repetition of this vertical layout reinforces the general concept of a door, long and narrow, for the most part.

The system also incorporates the primary color in all three pieces. The use of this color restates its importance to the color scheme of the store, the natural appeal that is Two&a¼.

This system works together because of its consistancy and its connection to all of the parts and pieces that create Two&a¼’s identity.

business system

30 two&a¼ | Functions

Format: 8½ x 11

Paper: French Construction 70T Recycled White

Text: Body | Minon Regular 9/13 Footer | Futura Book 6.5/10

letterhead specifications


Allison Scott 1455 South Elmwood Avenue Traverse City, Michigan 49684

Dear Allison,

We are excited to inform you that we have recently recieved a new collection of 45 antique doorknobs from Victorian England. As a valued customer of ours, we would like to invite you to a priviate viewing of this new collection and a chance to be one of the first customers to purchase these doorknobs.

The event will take place Monday, March 14 at 8 o’clock in the evening after the store closes for the night. Our store associates will be there to offer insight into the history of this collection. We are excited to add this collection to our existing inventory of new and antique doorknobs and we are even more excited to offer you the first chance to purchase parts of this collection. We hope to see you March 14!

Sincerely,

Molly HarrisonMolly Harrison, General Manager

two&a¼

Two Hundred & One East Front Street • Traverse City, Michigan 49684

¾ inch

½ inch1½ inches 1¼ inches

113⁄16 inches

33

Format: 1½ x 3½

Paper: French Construction 80C Recycled White

Text: Name | Futura Bold 6.5/8 Other | Futura Book 6.5/8

Other Remarks: Logo’s doorknob is punched out of paper with standard hole punch.

business card specifications


Molly Harrison General Manager

616.360.0012

Monday–Saturday Nine to Seven www.2-25.co

27⁄16 inches

standard hole punch

5⁄16 inch

5 ⁄16 inch5 ⁄16 inch

5 ⁄8 inch

35

Format: 4⅛ x 9½

Paper: French Mod-Tone 80T Grey

Text: Front | Minion 9/13 Back | Futura Book 7/9

envelope specifications


Two Hundred & One East Front Street Traverse City, Michigan 49684

two&a¼

Allison Scott 1455 South Elmwood Avenue Traverse City, Michigan 49684

½ inch

½ inch

2 inches4¼ inches

1 inch 1 inch

37

Another service that we provide to our customers is our brochure series. These brochures are printed and distributed by decade. Each brochure offers information about the knobs that we sell from that time period. The pieces are our “catalog” of sorts and they are updated when we receive a new collection.

The brochure mimics our logo and opens up to a folder that contains individual cards on each piece of hardware that is in the highlighted collection. The card gives the price and information about the knob.

brochure series


39

Format Unfolded: 3 x 11

Paper: Brochure | French Construction 70T Recycled White

Cards | French Construction 80C Recycled White

Text on Card: Description | Minion 7/10 Title | Futura Book and Black 9/12

Text on Brochure Folder: Minion 9.5/13

brochure specifications

two&a¼

Roanoke Skeleton Key Entry Set 1900A complete skeleton-key entry set in a beautiful antiqued copper Roanoke pattern by Corbin make this knob noteworthy. This large piece will compliment the perfect door. Skeleton keys are also available.

Knob Diameter 2¼" Escutcheon Height 9¾" Width 2¾"

$90 per knob

We’ve searched high and low to find these masterpieces made from 1900 to 1910.

¼ inch

¼ inch

3 ⁄16 inch 3 ⁄16 inch

Our store sells gift cards in any denomination. These are the perfect gift for the “fixer-upper” of the family. The gift card is redeemable anytime of year and does not expire.

The design of these cards makes good use of the secondary color palette. They contain antique doorknobs that have been extracted and the wordmark is a 25% tint of the secondary color that is used on the piece. They are small pieces of art that resemble the art that we sell in our store, our doorknobs.

gift cards


41

¼ inch

¼ inch

Format: 3⅓ x 2 Text: Back | Futura Medium 4.5/7

gift card specifications

3⁄16 inch

3 ⁄16 inch

Traverse magazine is northern Michigan’s magazine and in the August 2010 issued they featured some of Traverse City’s specialty stores and our store was lucky enough to receive major focus.

Our store had a two page article was entitled “When one door closes, look for one with a better doorknob,” written about our store and the experience it provides. Readers were also able to read about the history of the doorknob the history of Two&a¼.

The article also included a photo of the outside of the store. Which reminded people of what they were looking for when coming to visit. Besides the honor of having such a substantial recognition in the magazine, the piece ended up being a major promotion for the store.


Traverse magazine article

Our products include true antiques and antique replica pieces. The replica pieces are new but the resemble antiques. Not only do they have the antique look and feeling, they also have the durability that lasts years.

Although it may seem like we only carry doorknobs, we are pleased to provide cabinet knobs and drawer pulls as well. Anything that you need to open with some form of handle, we have the right piece to help you do it in style.

When bringing your new hardware home, we package our products in cardboard boxes and keep them safe with shredded newspaper. The necessary hardware is included in the box in a small plastic bag to keep it from getting lost.

store products


45


Shown above is some of our inventory. Some of the knobs are new and some antique. The unique blend makes our store truly special. We offer both doorknobs and door handles because we are striving to be the go-to place for door hardware.

doorknobs

47

Our products vary in price and are clearly marked with custom price tags made for the store. The tags are unique like the product they serve and feature the antique patterns discussed on page 26.

doorknobs

Our store also offers a variety of cabinet knobs and drawer pulls. As these are harder to find complete sets of antiques, our full sets are usually antique inspired. However, we do have some individual pieces that are true antiques that when paired with the right complimentary knobs, will add a touch of flair to any room.

cabinet knobs & drawer pulls


Whether it is antique or antique inspired, these pieces are available in many different styles and finishes. Shown above, are a few choices from our silver collection and to the left a few of our gold pieces are featured. Upgrading a room is sometimes as simple as changing the knobs and Two&a¼ is happy to help you find the right pieces for your home.

cabinet knobs & drawer pulls

49

Located in downtown Traverse City at 201 E. Front Street, Two&a¼'s building was refinished prior to the store's opening. This renovation gave the building a new sense of curb appeal. The creative store front returns to the concept of a door, long and narrow. The green panels look like individual doors that line the outside of the building and the antique metal that makes up the balcony over the door resembles the material of an antique doorknob. The use of antique elements such as the lanterns above the doorways also increase the antique appeal.

Not only was the outside refinished, but the inside was upgraded as well. The floor was refinished with antique wood and salvaged doors were used as interior doors where needed. The wood from salvaged doors was also used to build the counters in the store. This revamping gave the store the upscale, antique, eclectic look that we were going for. The look of the store now reminds customers of the antiques that the store is known for.

storefront



This layout makes the store look empty and it actually is. The store was designed to remind shoppers of an art gallery. This is done mainly through the products being displayed on the wall for patrons to sit, admire, and make an informed decision about the piece that speaks to them. The seating in the middle of the room further enhances the gallery style of the shop. There are also two counters; one is for the register and the other for our custom matching service, described on page 07.

Our store is the picture of simplicity and sophistication and these traits are visible through the building and its decor. We are proud of our store and its ability to offer customers a truly unique shopping experience.

store layout

chairs 3 ft x 2 ft

1⁄16 inch = 1 foot

couches 8 ft x 2 ft

custom matching center 4 ft x 2 ft

cash register 6 ft x 2 ft

55 feet

35 feet

6 feet

3 feet

15 feet3 feet

53

Two&a¼’s identity is shown in many places including a sidewalk chalkboard put outside of the store. The handwritten piece would serve as a reminder of where the store is located and that it is open. Besides creating awareness of the store, when appropriate it lists sales or specials that might be going on in the store. This sign is a simple and inexpensive way to remind Traverse City that Two&a¼ is open and welcoming new customers on a regular basis. The board also folds up for easy storage in the store at night.

As for what is featured on the board, it shows the wordmark portion of the brand and the hours of the store. On this day it had a definition of doorknob written on it although, that segment can change depending on the day.

environmental applications


55

Our store designed a series of bus stop advertisements to bring attention to the shop and its products and services. This outlet was selected because it is simply the most effective means of communicating with our target audience. Although these billboards help bring people to our store, our best form of advertising is word of mouth. We have many regular customers who are proud to recommend us to their friends and families and we couldn’t be happier to serve them.

The ads include a phrase that would catch someone’s attention. Store hours and contact information would be placed on all ads to ensure that patrons can have help finding the store and know how late they can visit. The artwork varies on each piece but includes the logo and a colorful doorknob.

environmental applications

57 two&a¼ | Functions 57

Similar to our store, our website is very simple. Our site does not offer an online shopping experience but it sheds light on the history of our store and doorknobs. It also offers tips to finding the right doorknob and gives our contact information.

We decided not to sell our products online because we don’t want viewers missing out on the experience of our store. However, our main reason was to prevent people from just searching online for the piece that they are looking at.

The site’s navigation is appears when the cursor hovers over the photo. Links then appear on a white bar that falls in from the top of the page. The link can be clicked on and the bar moves to the left and a window appears with the information pertaining to the link clicked.

Our site also uses web fonts and a jquery application to increase the viewer’s interest.

website


Two&a¼ Doorknobs Tips Contact

Back story of Two&

a¼

Summ

arized history of doorknobs

List of tips for doorknob shopping

Phone, address, em

ail, and store hours

Home

59

history of

history of

“My grandmother, Eleanor Mosley was a proud citizen of Traverse City,

born and raised and as a child her grandmother had a house on bay with

only the most exquisite of goods, door knobs included. My grandma could

remember the door knobs that opened the doors to the patio overlooking

the water like she had used them just yesterday. After hearing this story for

years, my goal became to find these door knobs based only on what my

grandma could tell me about them. My search began in 1996 and after

two years of searching I found the knobs and had them installed in my

grandparents house. After this, I was hooked on the concept of antique

door knobs,” recalls Rachel Louis, Founder.

Following the trend, our store did create an iPhone applica-tion. Our app is fun and playful for the user. Using our application users can create their door with our doorknobs. They can also save their creations so they can refer to them when they visit the store. The app also gives store information and hightlights the newest collections that the store has to offer. As a whole our application is informational, useful, and interactive for users, a good representation of our store.

To begin building their door the user selects their door’s color. After they have made their selection, they move forward to select the style of their door whether it be a standard rectantangular door or a set of double doors. In the final step users can scroll through the store’s inventory and choose the doorknob of their liking. After this they are prompted to a screen that shows them the finished product and users have the option of saving the creation.

This is a free application, available for a variety of smart phones.

iPhone application


61

Uses Include:

Advertising Purposes

Television Applications

Internet Applications

The company avatar can be used for any other applicable media outlets.

Our store’s avatar features a simple animation of our logo. The screen shots shown above will walk through the experience. The avatar was designed to give life to the mark and remind viewers that our identity is a literal interpretation of a door.

A line begins the process, the line becomes the door symbol of our logo and it closes. Next our signature portion of the mark zooms in above the symbol. This action completes the avatar’s animation and creates our logo as a whole.

company avatar


63

fourprocess

Word lists were helpful as I began thinking about at title for the store. They came from research into doors and doorknobs.

Visiting other specialty shops was another form of research that was extremely helpful in the process of creating a store. I also visited home improvement stores to see how they display their doorknobs which inspired me to create a doorknob gallery store.

research

66 two&a¼ | Process


Front Street, Traverse City, Michigan

Hats for your every need; mens, womens, kids, cowboy, winter, all ages.

Comments: No one came up to me when I walked in

There was a lot of inventory in the store, it was almost overwhelming and seemed unorganized

Downtown Traverse City for almost 30 years

Poor store layout

Website www.hatsearch.com, inventory available through website, information about the store, and its policies are also online for users to refer to.

Diversions Hat Store

Front Street, Traverse City, Michigan

Flavored extra virgin olive oil and aged balsamic vinegar for new and experienced chefs.

Comments: Able to taste all products

Helpful employees

Bottle and seal all products in store, in front of customer

Worldwide imported products

Four locations throughout Michigan

Clean, simple, sophisticated store and brand

Website www.fustinis.com, offers online shopping, Q & A, and recipe ideas using the products for sale.

Fustini’s Oil & Vinegar



Main Street, Fremont, Michigan

Fabric, sewing materials, quilts, and literature about quilting for people who like to sew.

Comments: Unique layout – the inside of the store is split into individual rooms that look like individual stores.

Sells both quilt supplies and handmade quilts

Big sewing machine lets customer watch owner work

Helpful employees

Website www.quiltsomethinginfremont.com, poorly designed site that offers information about the store, specials, classes, etc.

Quilt Something Quilt Store



Naming the store wasn’t an easy decision to make. Narrowed from a list of 100 names Two&a¼ was chosen.

Top twelve names included:

Gallery 1878 The Turning Point Two and a 1/4 Bouton De Porte Chamberlain’s Door • Knob Dorsey’s Door Prize ‘Näb The Trap Door Antique Brass The Cabinet Door

naming


Before thumbnailing, I thought about the types of logos that would be most effective for Two&a¼. I sketched all options which helped visualize the company.

After moving the computer it was clear that a door was the most appropriate object to use in the logo, although a wordmark was a close contender.

logo creation


two&a¼

two&a¼

Documents

Two & a 1/4 Manual for Identity Standards