graphic design standards manual

Graphic Design Standards Manual

Using the Brand ManualIntroduction & Overview

Hello welcome to the Date Crate brand manual!

This is a tool to help guide and strengthen the visual communication of the Date Crate brand into a highly recognized and respected brand. The essential elements provided and discussed in this manual bring dimension and foundation to our brand, while allowing the creative flexibility needed to create communications which address the product and marketing of Date Crate!This was developed to provide the foundation for consistency of the brand across all media including broadcast, web, collateral, promotions, and advertising.

A. LogoI. Primary ........................................ A:III. Proportions & Sizing .................... A:II

B. Logotype & SignatureI. Acceptable Configurations ............ B:III. Unacceptable Configurations ........ B:II

C. Color PaletteI. Colors & Hierarchy ...................... C:III. Corporate Patterns ...................... C:II

D. Type StylesI. Primary Family .............................. D:III. Secondary Family ........................ D:II

E. StationaryI. Business Cards ............................. E:III. Letters ........................................ E:IIIII. Envelopes .................................. E:III

A. Logo

A:I

I. Primary

About the markThe Date Crate logo consists of both the logotype and the mark. The mark represents the box that one’s Date Crate will arrive in while the is about...

There are no color variations. Either B&W or 4-color, i.e. one solid color from the corporate color palette. When at all possible, use the “Box Brown“ color. Opacity for the logos can be turned down to 72% maximum only if absolutely needed.

This logo has been developed to promote high visibility of the mark balanced with clear legibility of the name. The relationship (size, positioning, etc.) of these elements should never be altered in any way.

Whenever possible, the logo should appear in its full color open box version as opposed to the closed box.When the version cannot be used, a solid color version is available.

A:II

II. Proportions & SizingA. Logo

Logo ProportionsThe Date Crate logo has been developed as a balancedhorizontal whole. At no time may the shape, configuration,or proportions be altered. The correct proportions are shown here. Consistent use of the logo helps maintain the integrity of the brand and ensures greater brand recognition.

Clear SpaceTo preserve the integrity of the logo and ensure maximum impact in environments where it appears with other elements, clear space must be maintained on all sides of the logo. Theminimum clear space required is relative to the size of the logo. It is equal to twice the X-height of the “DATE CRATE” type as indicated.

Minimum SizeWhen the logo is reduced, there is a point atwhich it becomes ineffective. By establishing aminimum size for the logo it is ensured the logo isalways prominent and readable. The Date Crate logoshould never be reproduced smaller than 1 inch across. Once shrunken beyond 2 inches, remove the “Created Connections” tagline.

x

x

x

x

x

2 in wide

x

x

x

x

x

B:I

B. Logotypes & SignaturesI. Acceptable Configurations

Full Color on Color The preferred one full-color Date Crate logo in “Box Brown” should always be preferred first on a plain background of either white or from a lighter color from the corporate palette. The logo over a lighter color from the monthly box palette is also acceptable.

Reversed to Black or White The logo may reverse to Black or White if there is no color option available—if background color offers significant contrast for clear readability.

Logo Distribution RecommendationIt is recommended that only the black, white and full-color-on-”Box Beige” background versions of the logo be provided to third-parties outside of company corporate control. A black version of the logo can be easily read, universally reproduced and will maintain the Date Crate brand in unsupervised communication materials.

II. Unacceptable ConfigurationsB. Logotypes & Signatures

B:II

DO NOT use full-color logos on complex photos or patterns

DO NOT angle either of the logos under any circumstances

DO NOT reshape, stretch, or distort the logos

DO NOT fill the box with patterns, words, or images

DO NOT alter the type or font family

DO NOT use reverse logo on light backgrounds

DO NOT alter the color from a non-branded palette

DO NOT use the full-color logos on dark backgrounds

Created ConnectionsCRATE

Created ConnectionsCRATE

C:I

C. Color PaletteI. Colors & Hierarchy

Using ColorColor is a strong and emotional component to any brand identity. With the name Date Crate, consumers will expect to see an mature yet sexy color palette on all company materials. The color palettes associated with the Date Crate corporate brand include both primary and a secondary colors. When used regularly, both will work together to establish strong association with the brand and create visually impactful materials that reflect the brand name. The range of colors provided is meant to allow for the greatest flexibility in design while producing a harmonious brand color scheme as each month’s box will have its own fun palette. Black and white are also acceptable when necessary.

Primary Colors Secondary Colors

PANTONE:276 C

HEX:2a1d2c

C: 73%M: 78%Y: 53%K: 66%

R: 42G: 29B: 44

PANTONE:705 C

HEX:f0e2da

C: 4%M: 10%Y: 11%K: 0%

R: 240G: 226B: 218

PANTONE:432 C

HEX:314148

C: 79%M: 61%Y: 54%K: 43%

R: 49G: 65B: 72

PANTONE:5035 C

HEX:e0c6c9

C: 11%M: 22%Y: 13%K: 0%

R: 224G: 198B: 201

PANTONE:4185 C

HEX:86a4a3

C: 51%M: 25%Y: 34%K: 0%

R: 134G: 164B: 163

PANTONE:705 C

HEX:f4e4e4

C: 3%M: 10%Y: 6%K: 0%

R: 224G: 228B: 228

Box Brown Box Beige Ivy Green V Pink Moss Green Pink Blush

C:III

II. Corporate PatternsC. Color Palette

Corporate PatternsDate Crate has NO corporate pattern(s) for our brand, as the look and feel of Date Crate corporate is that of mature, sleek, sexy, and elegant. Patterns have no room in official company materials! However...

Box PatternsWhile Date Crate has no corporate pattern(s) for our brand, each month’s box may contain a different pattern to be used on either the inside, outside, or both inside and outside of the box! These patterns are created on a monthly basis and will change based off of the season, theme, etc. of each box.

Example Patterns from “Spa Night” themed box

D:I

Dunbar Low LightDunbar Low Light can be found and activated on Adobe Typekit. It should be used as the primary font for body copy in online and printed materials. It can also be used for captions or whenever type must be smaller than 8 points. It should never be used for headers.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*()

I. Primary FamilyD. Type Styles


Lust Stencil RegularLust Stencil Regular can be found and activated on Adobe Typekit. It should be used as the primary font for headers in online and printed materials. It should never be used for large areas of body copy.

D:II

Lust Stencil ItalicLust Stencil Italic can be found and activated on Adobe Typekit. It should be used as the secondary font for headers and subheaders in online and printed materials. It should never be used for large areas of body copy.

Dunbar Low RegularDunbar Low Regular can be found and activated on Adobe Typekit. It should be used as the secondary font for body copy and subheaders in online and printed materials. It can also be used for captions or whenever type must be smaller than 8 points. It should never be used for headers.

II. Secondary FamilyD. Type Styles



Dunbar Low BookDunbar Low Book can be found and activated on Adobe Typekit. It should be used as the secondary font for body copy and subheaders in online and printed materials. It can also be used for captions or whenever type must be smaller than 8 points. It should never be used for headers.


E:I

I. Business CardsE. Stationary

Official Date Crate business cards serve as quick references for an individual employee’s contact information. Contact marketing at [email protected] or call 412.874.8343 to request cards for your department.Official cards are two be printed two sided- 1) in “Box Brown” with an embossed stamp of the logo and opaque social medias and 2) in “Box Beige” with the individual’s information.

Information on the second side of the cards must include:• First Name and Last Name• Job title• Email Address• Phone Number• Official Date Crate website address• Date Crate headquarters address• QR Code that directs to the website

To avoid redundancies, avoid including the person’s office or department name after the job title. This information is best conveyed as part of his, her, or their job title.

Cards should NEVER include:• Non-company email or website address• Non-company street address• An employee’s personal information or contact information

@datecrate@datecrate@datecrate @datecrate

Founder & CEO

Gil

lian

M

azu

r [email protected]

15143 Green StreetSewickley, PA 15143United States

D:II

D. StationaryII. Letters

Back side of all letterhead

2.0909 in, bottom line

1.125 in



1.125 in


Type Specifications for Letters:• Follow the margins and guidelines shown here• All body copy should be in Dunbar Low Light font• Typed signature should be in Lust Stencil Regular as shown here

D:III

III. EnvelopesD. Stationary

Printing Guidelines (Business Cards, Letters, Envelopes)All printed materials should benefit the Date Crate brand, be consistent with our style and printed materials and publications.

When a department needs more branded stationary contact marketing at [email protected] or call 412.874.8343 to request more. The Marketing Department will then place the order to make sure the proper stationary and quantity is ordered.

1.5 in, stamp

1.5 in1.5 in

1.5 in, Post Office barcode marking

graphic design standards manual

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