brand standards - tree top brand · brand standards archetype & personality profile consumer...

Brand Standards

32

Tree Top Brand Standards

4 INTRODUCTION

5 USAGE

6 PSYCHE

8 Brand Attributes

18 Brand Offer

20 Archetype & Personality Profile

22 Brand Promise

24 IDENTITY

26 Color Palette

28 Signature

30 Signature Technicals

32 Clear Zone

34 Signature Alternates

38 Signature Minimum Sizing

40 Print Samples Applied Correctly

42 Partner Branding

44 Typography

46 Imagery

48 Paper Choice

50 Apparel

52 Vectors

54 Textures & Washes

56 Layout

58 Common Mistakes

60 CONTACTS

62 GLOSSARY

CONTENTS

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INTRODUCTION

Brand is reputation. It’s feeling.

We take great pride in the brand and company we have cultivated since 1960. These Brand Standards were built to ensure the long-term management and growth of our brand for decades to come.

Humans relate to humans. We don’t relate to numbers or objects or things. We seek to understand the human mind across the table from us, not the salt shaker in between. A brand shouldn’t be a salt shaker, it should be a dynamic, living, breathing human interacting at the table. We strive to be exactly that.

Symbols are immensely powerful tools, and if harnessed appropriately, become an invaluable corporate asset. Far beyond logo, good Brand Identity is a comprehensive recipe governed by detailed standards. As long as consumers are going to judge your cover, make sure they get the right idea of what’s inside.

USAGE

These standards are the final brand authority, approved by our Chief Executive Officer and President, Tom Stokes.

All communication products must meet the requirements set forth in this manual. Tree Top provides ongoing governance and implementation for these visual standards.

For the Tree Top brand to be healthy, we must have a consistent, unified identity. By centralizing our Brand Identity system we build equity into our organization. Consistency is king, and this document provides guidelines that allow us to achieve that.

All business units, departments, programs, and groups are expected to operate in accordance with these standards, as well as any vendors contracted to create any product that represents our brand.

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Tree Top

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Brand Standards

PSYCHETo build a successful brand, we need to know who we are in a highly personified way. Defining our Brand Psyche is the first, and most foundational step toward humanizing our brand. We achieved this through an internal digital workshop with our management and thought leaders to explore and define our brand’s personality dynamics. Providing us with a personality road-map that defines the heart and soul of our organization. It is this deliverable upon which all brand communication is founded.

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Tree Top

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Brand Standards

Brand AttributesBrand Attributes are the cornerstone of our brand personality, upon which all visual and verbal components are designed; they are a reflection of who we are, and who we can be at our very best.

Audiences should begin to see Tree Top through this set of characteristics over time. Internally, the culture must understand and adopt this brand personality—and live it—so that these Lenses are authentic and woven into the corporate fabric.

The Wordle to the right represents the Attributes we identified as representative of Tree Top. The size of each word represents the frequency by which it was chosen in our workshop, thus the importance of that word as a defining attribute. Each of the colors represents a grouping of similar ideas, that define four distinct values.

PSYCHE

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Tree Top

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Brand Standards

Brand Attribute

GENUINE“Honesty is the best policy” is not a cliché among our staff, we truly believe that authenticity leads to the best outcomes. Both internally and externally, we are straightforward, fair, and truthful.

PSYCHE

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Tree Top

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Brand Standards

Brand Attribute

TRUSTWORTHYOur customers are entrusting us with something so vital as the very food they eat and feed to their children. This is not a trust that we take lightly. We strive every day to be the reliable, trustworthy provider they need us to be.

PSYCHE

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Tree Top

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Brand Standards

Brand Attribute

TRADITIONALOnce a small co-op of apple orchard farmers, now a major industry leader - we have not forgotten where we came from, but are proud to be so closely connected to those who work the land.

PSYCHE

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Tree Top

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Brand Standards

Brand Attribute

PROVIDERWe are driven by our caring and friendly nature to be a provider, to serve our customers to our utmost ability in a way that meaningfully impacts their lives.

PSYCHE

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Tree Top

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Brand Standards

Tree Top providesquality, safe fruit products.

Brand OfferEvery brand has a defining offer, the product or service that drives the core of its business, the core of who it is. Through interviews and the Psyche workshop, Tree Top defined our offer with the core traits illustrated in the Wordle to the right, which was condensed into the concise statement below.

PSYCHE

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Tree Top

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Brand Standards

Archetype & Personality ProfileConsumer psychology has demonstrated that buying decisions are emotionally influenced; it’s our brand’s job to understand the “person” that we are, and communicate it clearly.

The primary and secondary archetypes are listed in bold, they are the stereotypical ideals of who we are. If communicated correctly and clearly, consumers will be able to qucikly understand our brand’s personality and relate more easity to it.

Primary

PROVIDERPowerful and positive, driven

by their sense of responsibility,

compassion, and desire to take

care of others. Delivers stability

and dependability. Values

responsiveness, consistency,

and keeping promises. People

feel safe and cared for with

this Archetype.

Secondary

NEIGHBORFriendly and down-to-earth,

driven by the desire for

everyone to feel accepted.

Delivers comfort, practicality,

and support. Values kindness,

fairness, and genuine care for

others. People feel relaxed and

welcomed with this Archetype.

Provider

M

onarc

h

Und

erdo

g

NeighborEntertainer

Rebel

Discoverer Artisan

Wizard

PSYCHE

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Tree Top

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Brand Standards

Brand PromiseCustomers respond to brands like they respond to people—with human qualities, emotion and stereotype. Brand Promise is about defining a company’s human representation in a single, compelling statement.

PSYCHE

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IDENTITYTree Top’s brand is represented in its truest form through the harmony of every visual asset—the Identity. Signature, shape, color, imagery, typeface, texture, and the logic that governs all of them combine to create an engaging representation of the brand personality.

Any one visual component could exist independently. However, the best brands use layered synergy, with maximum impact realized when all of the parts unite. Visual synergy is provided by the Identity, which is the map for how each component best interacts.

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Color PaletteColor is perhaps the strongest emotional driver among brand components. This deceptively simple visual asset creates psychological associations, and influences opinion. It is also a strong determinant of consumer recall and recognition.

Tree Top’s apple-based legacy is preserved in our two primary colors: Red and Green, which should be carefully applied and controlled for consistency, ensuring accuracy to their Pantone® definition - these colors should represent roughly 80% of color choices for communication product design.

Tree Top’s secondary palette represents our current offer of “more fruits in more forms,” an expanded secondary palette of a variety of true fruit-tones. These colors are less rigorously controlled, and more guided by the idea of fruit representation, and should represent roughly 20% of color choices for communication product design.

Neutral and natural colors can be used in text and other supporting elements.

When printing communication products, always request a proof and compare the result against Pantone’s® color matching system. When using digital files, be aware the color modes, profiles, and file types will influence color accuracy.

Peach

BlueberryOrange

Grapefruit

Pear

Lemon

Kiwi

Plum

Strawberry

Raspberry

Green Apple

Cherry

PANTONE362

50%

20%

30%

PANTONE186

C: 70M: 0Y: 100K: 24

C: 0M: 100Y: 81K: 4

Neutrals Naturals

IDENTITY

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It is important that you not attempt to recreate the Signature. Do not reproduce by scanning a printed version of any of these identity assets. Do not add to or take away from the Signature. Drop shadows and distortions of the Signature are not allowed. Always consult a design professional when requiring brand-specific communication materials.

SignatureA brand’s cornerstone identity component is its Signature. The Tree Top Signature is traditional but relevant. The brand mark itself consists of a friendly, bold, serif, italicized font and a ribbon with a message tying us to growers and heirtage.

Our Signature is to be used on all Tree Top materials. Be sure to use the Signature as-is without modifying the colors, structure, or space.

Never attempt to recreate the Tree Top Signature, or other identity components. Always request files from Tree Top. Never stretch, skew, or distort the Signature in any way.

Refer to the “Signature Alternates” page for allowable background colors on which the Signature may be used.

IDENTITY

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Signature TechnicalsOur Signature is built with intentional ratios, dimensions, and proximity. Indicated by the grid showing the spacial relationships present, these mechanics preserve the integrity and quality of the Signature.

5%

81.5%

IDENTITY

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Clear ZoneThe protected area around the Signature, as indicated by the light blue perimeter, ensures that no other elements interfere with the it and the Signature doesn’t creep too close to the edge of a document.

The depth of the clear zone is defined by the height of the “P” in “Top.”

When placing the Signature in a communication product, make sure that this Clear Zone is free of any other elements or text that would interfere with the Signature.

Refer to the “Signature Alternates” page for allowable background colors on which the Signature may be used.

IDENTITY

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Signature AlternatesWe recognize that it’s not a perfect world, and while we prefer that you use the Full Color Signature without a background color, we do have other options. These Signature Alternates are approved as on-brand alternatives to the Full Color preferred format.

Some formats are intended for specific uses, depending on the medium, so please consult a design professional and/or the Agency of Record if you are unsure of the appropriate application.

Two Color Negative - White & Red

One Color Negative - White

Full Color

One Color Positive - Black

One Color Positive - Green

IDENTITY

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Signature BackgroundsThere are times when it is appropriate in a design for our Signature to be superimposed on an image. When doing so, we must ensure that the correct Signature is used considering the image behind it - allowing for proper contrast and legibility. Also, we must place the Signature in a proper area of the image - one that is as uniform in tone as possible.

Full Color on Light Tone

APPRORIATE APPLICATION EXAMPLES

INAPPRORIATE APPLICATION EXAMPLES

One Color Positive on Light Tone

Two Color Negative on Dark Tone

Two Color Negative on Canopy

Full Color on Canopy

One Color Negative on Dark Tone

Two Color Negative on Mixed Tone One Color Negative on Mixed Tone

Full Color on Mixed Tone One Color Positive on Mixed Tone

IDENTITY

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Signature Minimum SizingThe use of a properly-sized Signature on our communication materials establishes a unified and professional appearance. Reproducing the Signature below the minimum size jeopardizes it’s legibility. Never publish Tree Top’s Signature at a size smaller than the minimums provided here for print, digital, or embroidered applications.

Larger minimum sizes may be required for certain applications where appropriate detail is difficult to achieve.

Print1.5”

Digital200 px

Embroidery3”

IDENTITY

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220 E. Second Ave. P.O. Box 248 Selah, WA 98942-0248 p 509.697.7251 f 509.698.1460 treetop.com

C

M

Y

CM

MY

CY

CMY

K

treetop_letterhead PRINT.pdf 10 12/11/13 11:18 AM

PRINT SAMPLES APPLIED CORRECTLYIDENTITY

Business Card Front

Business Card Back

Letterhead

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Partner BrandingTree Top collaborates with various partners and sponsors within the community and beyond. With that, we have standards for how partnership identities are to be associated with our Signature on communication products.

This governance is intended to ensure that both parties receive consistent and appropriate visibility. Due to the variety of Signature shapes - there are times when this governance fails to represent a party with approriate visbility - when that happens, use best judgement to correct.

When Tree Top is the primary partner/sponsor, the entirety of the Brand Standards are to be implemented, not only these Partner-Branding Standards.

When Tree Top is the secondary partner/sponsor, we submit to the brand standards of the primary party, so long as our Signature standards are not violated.

The proper construction of a part-

ner branded lockup depends on the

partner’s Signature dimensions.

Partner Signatures fall into three

basic categories based on the

footprint of their logo: horizontal,

vertical, and square. Part-

ner-Branded lockups are always

arranged left-to-right, not stacked

top-to-bottom.

Horizontal Footprint If the Signature’s footprint is

predominantly horizontal in nature,

follow the construction rules using

Seneca.

Vertical/Square FootprintIf the partner Signature’s footprint

is more vertical or even square in

nature, follow the construction

rules using the American Red

Cross.

IDENTITY

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TypographyTo provide a consistent and accurate Brand Identity, we chose to use the Lexia Family as our typeface for all of our communication products. This typeface family exemplifies solidity and strength, while at the same time a softness and friendliness. We are a progressive and professional brand and a dominant player in our field; the Lexia Family lets us demonstrate that.

Lexia is to be used primarily for headlines and other short text applications where prominence is desired. The secondary typeface, Myriad Pro is to be used for sub-headlines and large volumes of text.

IDENTITY

The quick brown fox jumps over a lazy dog.

Alernates

Lexia > CalibriABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#%^&*()-=;:,.?/<>

Myriad Pro >RockwellABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#%^&*()-=;:,.?/<>

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ImageryImagery is a powerful way to create appropriate brand understanding. In representing Tree Top, we are most concerned that we show real fruit and real applications of our products. We want “wholesome” and “natural” to come to mind, use imagery that would be at-home at a farmer’s market or on a picnic.

To give this imagery an air of tradition and heritage, it may be appropriate at times to add an overlay that de-saturates and lightens the image, as shown in the bottom half of the images to the right.

As often as possible, avoid stock photography, preferring professionally-taken, high resolution, custom photography by those who are informed of the brand Psyche and these standards.

Imagery shown is stock photography, not specific to Tree Top. Avoid using stock photography as much as possible. Strive to use custom imagery.

IDENTITY

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Paper ChoiceThe wholesome, natural, traditional aspect of our brand can also be expressed in something as simple as the paper we choose for communication products.

Textured, off-white, natural feeling linen paper would be the preferred choice for outward-facing text-heavy letterhead.

More pratical options for day-to-day communications are: recycled paper, textured white cardstock, and standard copy paper (as the last choice).

Off-White Linen Recycled Textured White Cardstock

Standard Copy

IDENTITY

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ApparelWe’re proud to be a part of Tree Top and the valuable products we provide. A key way we can show that pride and be identified as part of Tree Top is by wearing Tree Top branded apparel.

As with the rest of the Tree Top brand standards, Tree Top apparel is to be guided by some simple rules that keep Tree Top’s brand clear and uniform. Any single item of Tree Top branded apparel may include up to three of the following four categories of information:

Tree Top Signature (required on all apparel) - Always placed on the left breast, no other information may be present on the left breast.

Location, Department, or Employee Name (all optional) - May be placed on EITHER the right breast, or the left cuff.

NOTE: On white fabric, virtually any color from the Color Palette is allowable as text.

John Smith

Food Ser

Tree Top SignatureLocation,Department orEmployee NameFont: Lexia

Location,Department orEmployee NameFont: Lexia

John Smith

Food

John Smith John SmithJohn SmithJohn Smith

John SmithJohn Smith

John Smith John Smith

Signature Color Application

Preferred Cloth Colors

Alternate Cloth Colors

Text Color

IDENTITY

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Vector SealsInspired by vintage labels and seals, vector seals can add a feel of quality, tradition, and heritage, and be used as a conveyer of secondary messaging. They can be displayed as prominently or as subtly as a design may call for. These can be used as an overlay to images, or as watermarks to both digital and physical communications products.

The vector seals on the right are examples, additional seals should be created on an as-needed basis.

IDENTITY

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Textures & WashesTexture is a simple way to add depth and personality to a design. Textures should be subtle, and will most often be used as a canvas upon which other elements reside. Washes should be added to textures to desaturate, lighten, and mute the appearance of thee teture.

WOODS PAPERS ORGANICS FRUITS

IDENTITY

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LayoutAll the previously listed elements of Tree Top’s brand should be combined in clean, and simple layouts. Given the legacy and heritage represented by the brand’s elements, Tree Top’s layouts can afford a more modern, minimal feel to keep the brand relevant and contemporary.

IDENTITY

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Common MistakesWhen working with any signature in our suite, or any other official Tree Top design component, there are some common mistakes that must be avoided. Please refer to the following as examples of what not to do when producing any Tree Top-sponsored communication product.

TREE TOP

DO NOT...

Squish Stretch Rotate

Rearrange Reproportion Recolor

Re-sample Stylize Typeset

IDENTITY

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CONTACTSAll brand-related inquiries can be directed to Sharon Miracle or our Agency of Record via any of the contacts provided here. Sharon serves as the central authority and promoter of our brand, and can provide consultation, direction, recommendations, and on-brand assets.

Tree TopSharon Miracle, Corporate Communications Director509 [email protected]

Agency of Record - ImageworksIan Strawn, Art Director509 [email protected]

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GLOSSARYThe brand world uses a unique vocabulary. Refer to this list of terms and their definitions for clarity.

BrandReputation. The collective set of perceptions, beliefs, values, and emotions evoked by an organization, product, or service.

Brand AttributesHuman qualities and characteristics that best define organizational personality.

SystemA layout architecture that unites intentional visual elements to repeatedly communicate the desired brand personality.

Clear ZoneA protective margin surrounding the Signature(s) that is kept clear of any distracting imagery, typography, or other visual component.

CMYKThe color model used for color printing.

HEX CODEHexadecimal codes are 6-character strings that refer to specific RGB colors. They are primarily used in web programming.

LogotypeThe custom-rendered letters in a Signature, typically the name of the brand.

Negative SpaceAreas within a layout that are deliberately left free of type, headlines, photos, shapes, etc., to create balance and visual relief.

PANTONE® (or PMS)The registered trademark of PANTONE® Inc., a color-matching system used internationally to accurately communicate specific colors.

Partner-BrandA sponsor or affiliate brand that is affiliating with our brand, primarily through advertising or promotion.

Positive SignatureWhen the Signature appears darker in value than its background.

Negative SignatureWhen the Signature appears white or lighter in value than its background.

RGBThe color model used digitally/on-screen.

RuleTypically a dividing element used in Brand Identity to separate, yet link components.

Sans-serifA type style with no serifs and little contrast between thick and thin strokes.

SerifA crossline or variation appearing at the ends of the main strokes of a type character.

ShadeDarkening a color by adding black.

SignatureThe graphic combination of shape and color that communicate a company’s name. Commonly referred to as a logo.

Spot ColorA solid PANTONE® color printed in addition to another color or colors.

TaglineA short, striking or memorable phrase used in branding and advertising.

TintLightening a color by adding white.

TypefaceThe letters, numbers and symbols that comprise a font.

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Tree Top

© 2013 Tree Top. All rights reserved.

Tree Top, its subsidiaries, affiliates, and products are trademarks of Tree

Top. Unauthorized use of any of its trademarks or trade names is expressly

prohibited. Use of any Tree Top trademarks, logos, and trade names requires

prior written permission.

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