Frank Strategy - Graphic Platform Example

0Identity

Marilyn JeanCore Elements

Most importantly, building a brand takes discipline. The discipline to never waiver from your brand’s DNA and what your message to the world will be. Our identity consists of more than a logo. It’s a design system made up of key elements that create a distinct and unified look, making the Marilyn Jean brand recognizable. The following pages provide a description of these core elements.

Building a brand takes vision. It takes passion and sweat.

Introducing:The Marilyn Jean Brand

Our reason for being1st time mums spend 70% more than experienced mums in the pre-natal and first year period. Because they don’t know what products they’ll need, first time mums over spend in an attempt to prepare for all circumstances and to demonstrate they are good mums. By helping moms understand what to expect from their pregnancy, offering evidence-based research on products and offering large discounts on essential products, Marilyn Jean relieves first time mums of anxiety and reduces their tendency to over spend.

Our brand essenceMoms helping moms be good moms.

Who is Marilyn Jean?Marilyn Jean is a grandma with heaps of experience. She’s a wise, loving person that shares her worldly insights with younger women. She is young at heart and remembers fondly the wonder of bringing a baby into the world. Her family means everything to her, and she loves taking part in other people’s lives. Her favorite thing is helping new moms understand what to expect and how to get the most from the experience. She doesn’t suffer fools and speaks from the hip, often with humbling humor.

Why Marilyn Jean?Marilyn Jean is real. She was the mother of one of the company’s founders. She was an inspiration to many people and represents the nurture and intimacy that we extend to our members (our family). We aim to share Marilyn Jean’s deep understanding of maternal matters and our community, making sure we have sincere and meaningful relationships. We should behave like Marilyn Jean at all times, using compassion and candor to deliver well understood insights. Marilyn Jean sadly died of Cancer in the mid 1990’s but this brand is testament to her ability to live with intention and create meaning.

BabushkaThis guide demonstrates the concept of mums helping mums through the metaphor of Babushka dolls. Babushka is a Russian folklore reference to a wise and loving grandma whose sole reason for being is to feed her grandchildren and provide support for the family. Sound familiar? Marilyn Jean is the mom’s mom, as depicted by the Babushka Doll

LogoVersionsBlack & WhiteReversed OutClear spaceSize

ColourCMYK & RGB Values

PatternsEthnicities

TypographyFont FacesWeight and Contrast

Tone of Voice Photography Good PhotographyBad Photography

AdvertisingLayoutsIconographicPhotographic

Interactive LayoutsHome Page TemplateProduct Page TemplateEmail Template

Index 1.

2.

3.

4.

5.

6.

7.

8.

0Identity


The Marilyn Jean logo is a recognizable and highly visible brand asset, it is vital that it is always applied consistently wherever it appears and be used according to specific guidelines.

1. Logo

ColourLogo.

Where possible, use the preferred version of the logo. The alternates are available for scenarios where size restraints, visual impact and contextualnoise are factors.

Pref

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Alte

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e B

Alte

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e C

Alte

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e D

Knocked Out.


Pref

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be a

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e B

Alte

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e C

Alte

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e D

Black on White.


Pref

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ate

BAl

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ate

CAl

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D

White on Black.


Pref

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BAl

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D

Some Breathing Room.

It is essential that a certain amount of space surrounds the logo in order to maintain clarity and maximize visual effectiveness, the minimum clearance for the Marilyn Jean Logotype and Babushka is equivalent to the width of the ‘e’. The clear space must remain free of any elements such as text, graphics or images.

SizeMatters.

Use this guide to ensure the wordmark and logo retain legibility. Let’s go no smaller than the minimums indicated, but feel free to make it as large as you’d like... Just don’t forget to give it some breathing room.

1.5 in 110 px

2.0 in145 px

2.5 in 180 px

0.5 in40 px

Minimum Widths

0Identity


The Marilyn Jean brand uses a defined set of colours. These colours denote a confident, optimistic and playful aesthetic. Judicious use of key colours is critical.

2. Colours

C 18

M 26

Y 02

K 00

R 204

G 186

B 214

C 00

M 06

Y 16

K 00

R 255

G 237

B 212

C 32

M 00

Y 20

K 00

R 163

G 237

B 219

C 00

M 100

Y 75

K 00

R 255

G 00

B 60

C 00

M 96

Y 35

K 00

R 255

G 30

B 107

C 00

M 90

Y 80

K 00

R 255

G 60

B 56

C 86

M 100

Y 35

K 50

R 45

G 13

B 65

C 60

M 50

Y 35

K 10

R 110

G 115

B 130

C 00

M 14

Y 02

K 00

R 255

G 226

B 232

C 09

M 05

Y 06

K 00

R 230

G 230

B 230

0Identity


The Babushka Doll is playful, and may be decorated in any pattern or colour. You may choose to apply ethinic patterns, seasonal colours or just some trendy hip lines and colours. Try not to make the patterns too complex as it may distract from the Babushka, also the Bean/Heart can take on any colour found within the applied pattern.

3. Patterns

Latino / Hispanic

African American

Caucasian

Latino / Hispanic

African American

Caucasian

0Identity


In order to maintain a unified look across the Marilyn Jean brand, the use of specific typefaces should be used on allcommunications.

4. Typography

VAG Rounded LightVAG Rounded LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 £&@?!/+(.,:;)

VAG Rounded BoldVAG Rounded BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 £&@?!/+(.,:;)

VAG Rounded ThinVAG Rounded ThinABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 £&@?!/+(.,:;)

Font.

VAG Rounded has distinctive soft rounded features, making this typeface stand out and allow for excellent legibility.

Developed for Volkswagen in 1979, VAG Rounded is a variation on nineteenth-century grotesque sans serif designs. What is unusual about VAG Rounded is that the terminal of every stroke is rounded.

Designer: Gerry Barney. Design date: 1979

0Identity


Talk is cheap. Actually, talk is pretty important so let’s make sure we use a common tongue to keep the brand in check.

5. Tone of Voice

. Talks from the hip but doesn’t use slang.

. Talks objectively and considers the subject before she offers advice.

. Speaks freely and candidly about matters but isn’t obtuse.

. Creates humour in situations, often by simply applying clarity.

. Speaks with intention. She is never verbose.

. Talks about the truth in the matter at hand.

Toneof Voice.

0Identity


Photographs play a key role in communicating the Marilyn Jean brand, choose wisely.

6. Photography

Good Photography.

Use images that capture the comedy, free spirit and spontaneity of bringing up a child. Don’t settle for a staged version of something so wonderful.

BadPhotography.

Avoid images that demonstrate perfect motherhood. It doesn’t exist and we’re only concerned with what does. Also, avoid posed images that are very polished and rehearsed. They too aren’t real.

Don’t include the father too much. Many mothers are single. Make sure you consider visible minorities in a healthy proportion. 50% are Black or Hispanic.

0Identity

Marilyn JeanCore Elements 7. Advertising

Layouts

We’re all in this. Together.

For first time mums, who don’t know what to expect when they’re expecting, Marilyn Jean offers practical guidance all the way to the delivery room. Plus, special offers on essential maternity products. Visit www.marilynjean.com.

Mom knows best.


We’re all in this. Together.


Mantenerlo en la familia

Para las mamás de la vez primeras, que no saben qué esperar cuando está esperando, Marilyn Jean ofrece una guía práctica hacia la sala de partos. Además, ofertas especiales en productos esenciales de maternidad. Visite www.marilynjean.com.

0Identity

Marilyn JeanCore Elements 8. Interative

Layouts

Home PageTemplate

Product PageTemplate

EmailTemplate

Moms helping moms be good moms.

Marketing

Frank Strategy - Graphic Platform Example