Design Manual

ContentsWelcomeIntroduction

Who is Hestia?

What’s in a name?

Mission Statement

PhilosophyOur Customer

Visual Inspiration

Graphic standardsLogo Specifications

Incorrect Usage

Typographic Standards

Color Usage

stationeryHestia Stationery

Letterhead

Envelope

Business Card

PackagingSignature Pattern

Ingredient Labels

Lid Labels

Tag Usage

PromotionBaking Starter Kit

Point of Purchase

Website

Advertisements

ClosingConclusion

Contact Information

WelCoMe

Happiness is Homemade“ ”

Why have a design manual?

A design manual provides guidelines for the

branding and aesthetic look of the company. It gives

an organization its own, unique, look. It makes the

brand recognizable to the community as well as its

employees. It is important to preserve a consistent

identity for the organization and this material is

intended to do so. By following this manual the

company will increase efficiency and reduce costs.

Fall in love with your brand.

This design manual is the very core of Hestia’s

identity defined, with every decision relating to

the look and feel of the company. Every choice

was made with care, just like the decisions made in

Hestia’s products and the choices that customers

will make in the store when viewing Hestia products.

When you fall in love with every bit of Hestia,

through this manual, customers will too.

Introduction

A Large scale baking company that sells fine and

organic baked goods and ingredients in American

home good and health food stores. Hestia appeals

to a desire for simple and classic living. The products

convey warmth and hospitality with dignity. The

ingredients can sit out on the counter top without

adding clutter, just adding to the charm of a warm

and inviting kitchen. Hestia makes baking easily

accessible for a busy lifestyle.

Hestia enters this niche market not only with a

unique line of baking ingredients but also brownie,

bread and cake mixes. These products come in

packages that highlight the fine ingredients and

ensure that the product will have a handmade and

quality taste, as if made from scratch. Hestia also

offers recipe kits that allow the buyer to purchase

a whole kit of ingredients and cooking ware with

recipes that use those ingredients, making baking

easier for those who have less time or have a fear of

getting started.

Who is Hestia?

Hestia is the goddess of the hearth and home, she is

hospitable, dignified and serene. Greek Goddess of

the sacred fire, Hestia was once known as “Chief of

the Goddesses” and “Hestia, First and Last”. She was

the most influential and widely revered of the Greek

goddesses. Her name means “the essence”, the true

nature of things.

The goddess Hestia grew in grace and beauty and

soon caught the attention of the gods Apollo and

Poseidon who both sought her hand in marriage.

Remaining single, she was perfectly content and

fulfilled, being “Aunt Hestia”, and enjoyed being of

service to her family and community.

She is said to have been handed the keys by Zeus to

run the family home of Mount Olympus.

What’s in a name?

hospitality

dignity

serenity

strength

warmth

PHIlosoPHy

I figured if I was going to make

the world a better place, I’d do it with cookies.

“”

Meet Marie, age 39, a stay at home mother and

dedicated wife. A former business woman and

college graduate, she knows how to get a job done

well and with style. She keeps a home of both class

and comfort within reasonable means. While she has

the income to support the occasional afternoon of

recreational shopping, she appreciates a good deal.

She enjoys and finds the time to entertain guests

and friends of her children. She has a lot on her

plate and her life is a constant juggling act. Like her

mother before her, she likes to have baked goods

paired with a healthy snack on the table when her

kids come home from school.

our Customer

life is Hectic.

Hestia Isn’t.

This imagery conveys

Hestia’s desire to

remove the stress of

life, so that customers

will enjoy their time

spent baking and to

positively impact the

lifestyle of customers.

GraPHICstanDarDs

no matter where I serve

my guests, they seem to like my

kitchen best.

“”

The Hestia logo mark conveys

the essence and identity of the

company. It is the central figure

of the Hestia identity system.

These guidelines specify how the

logo and its colors are to be used

to create a foundation for visual

unity, impact and consistency

when used in print, broadcast and

electronic media.

the logo

The identity consists of two

specifically drawn elements: the

logo mark and signature of the

brand name. Combining three

stalks of wheat into an oval sphere,

the mark communicates the act

of baking with pure ingredients

as creating a healthy product and

also bringing people together. The

curve of the stalks reinforces a

shape that communicates health.

Hestia’s logo is specifically

designed to identify Hestia Baking

Company and is to be maintained

on a solid white background.

the Mark

logo specifications

The logo must always

be presented in a

clear and readable

fashion. To enhance

the presentation of the

logo, it is necessary

to keep a minimum

distance of respect

around all sides of the

logo and not too close

to other elements.

The logo must be

presented on a white

background.

When the Hestia logo

is scaled less that

.75% the signature is

too hard to read. This

is, therefore, to be

avoided.

16x

13x

2x

1x

Minimum size and scaling

100%

50%

80%

30%

Incorrect Usage

H E S T I A

Do not replace the typeface of Hestia.

Do not outline the logo.

Do not separate the logo elements.

Do not change placement.

• Do not change color of Hestia.

Do not caange any colors in the logo.

Do not stretch any part of the logo.

Do not slant or rotate the logo.

Do not put the logo on a background.

typographic standards

The signature treatment of the

Hestia logo is in Archer. Designed

by Hoefler & Fere-Jones for Martha

Stewart Living, this slab-serif is

personable, straightforward, and

credible, while also pretty, hard-

working, and frank.

To make the typeface direct,

but not brusque Hoefler & Fere

introduced subtle cues from

the world of typewriter faces,

which combine the ordinariness

of Antiques with the modern

practicality of Geometrics. They

successfully designed a font that’s

friendly without being silly, and

attractive without being flashy.

“Sweet but not saccharine,

earnest but not grave, Archer is

designed to hit just the right notes

of forthrightness, credibility, and

charm.”

Archer Medium

Filosofia Regular is the

typeface designated for

headings and prominent

positions in packaging.

Filosofia regular

C: 0 M: 75 Y: 75 K: 0

PMS 7417 U

C: 0 M: 27 Y: 76 K: 0

PMS 136 U

C: 100 M: 0 Y: 59 K: 0

PMS Green U

Color Usage

The proper use of this approved

color palette is essential in order to

provide distinction and consistency

to the Hestia brand. The primary

color is coral orange (PMS 7417 U).

The secondary colors are honey

wheat yellow and green with a

touch of blue.

The coral orange, honey wheat

yellow and pleasing green were

chosen to be the Hestia color

scheme and are all derived from

colors that naturally occur in

food. Because of this, the mind

associates attributes to them. Red

tones, especially, evoke hunger

in the viewer. We also wanted to

coral orange to be soft and slightly

feminine without repelling a male

audience. Greens and red in food

convey freshness while the warm

yellow evokes goodness of baked

bread and the vitality of nutrient

statIonery

When Fall arrives I want to bake bread

and pies.

“”

5 5 5 D R U R Y L A N E , S A N D I E G O , C A 9 2 1 0 1

5 5 5 D R U R Y L A N E

S A N D I E G O , C A 9 2 1 0 1Mr. Charles Smith

Publix Super Markets

155 Johnny Mercer Blvd

Savannah, GA 31410

Hestia’s clean and bright

use of type, color,

paper and organization

give the stationery a

both professional and

personal correspondence

to clients and customers.

overview

5 5 5 D R U R Y L A N E , S A N DIE G O , C A 9 2 10 1

4.5”

2.25”

letterhead

The Hestia letterhead

consists of the logo,

placed in the left center

margin of the page, hand

corner, 4.5” from the top,

and the signature pattern

for the company in a

band across the bottom

of the page.

The body copy is

Gotham Light at 10 pt

and tinted at 70% grey.

The paragraph format for

the body copy is aligned

left with 14 pt leading.

envelope

The structure of this

envelope is designed

to fit a standard #10

envelope. The flap,

however is designed

with rounded corners

with the pattern

bleeding to the edge of

the flap.

The recipient address

information should

centered on the

envelope and styled

in Gotham Regular,

left justified and in

70% grey. Like the

body text for the

letterhead, the address

should be left aligned

and 14 pt leading.

Corporate address

information should be

set in 8 pt type, 10 pt

leading, flush left to

margin .25” from the left

edge of the envelope.

2.5”

.25”

Business Card

Hestia’s business cards

will be printed full

bleed front and back in

the standard 3 1/2 x 2

inch size with rounded

corners.

The text is set in 8pt

Gotham Regular with

the name and title set in

Gotham Medium, all with

9 pt leading, flush with

right margin.

All information begins on

a baseline set two inches

from the top of the card.

Corporate address and

personnel information

will be uppercase.

The back will contain

quotes or tips, which are

displayed in the division

pages of this booklet.

2”

3.5”

2”

PaCkaGInG

you don’t have to cook fancy

masterpieces, just good food from

fresh ingredients.

“”

Hestia’s signature pattern

is made up of the same

oval shape with points

that is seen in the logo.

Using a pattern was

inspired by apron

patterns from a popular

women’s clothing store

that is geared toward the

same target audience.

Using a pattern supports

the idea that Hestia

wants customers to

be chic but with the

domesticity of gradma’s

kitchen.

The pattern is not to be

scaled but should be

kept as is.

signature Pattern

The signature pattern is

used in the ingredient

labels in various

combinations of the

three main colors.

The label wraps around

the entire bottle with

a centered oval that

mimics the pattern.

Ingredient labels

brownsugar

NET WIT 10 OZ (.75LB)

vanillaextract NET WIT 6 OZ (.25LB)

flourNET WIT 320 OZ (2LB) 907 g

Labels will be placed on the lids of the

various ingredient jars in the shape of

the lid. This is the only time a circle

will be used instead of an oval in the

packaging labels.

Flour is packaged in a thin cotton bag

with a linen feel and sewn across the

top with the turquoise gree thread.

lid labels

Hestia’s logo appears on

the cookingware in the

form of a print or a tag.

On the pictured spatula,

the logo mark, apart

from the organization

name, will be laser

printed into the handle.

This is the only time the

mark will be seen alone.

Tags will maintain the

oval shape in labels and

be attached to items

with a plastic tag.

tag Usage

ProMotIon

Vegetables are a must on a diet. I

suggest carrot cake, zucchini bread, and

pumpkin pie.

“”

This baking starter

kit is intended to be

a promotional item

to be given at trade

shows and as a gift

to new stores that will

be carrying Hestia

goods. It includes most

of the nonperishable

ingredients and items

necessary to cook a

bundt cake.

Kit Includes:

• Bundt Pan

• Flour

• Brown Sugar

• Box of Recipes

• Vanilla Extract

• Spatula

• Whisk

Baking starter kit

Hestia’s will display

products in an attractive

way in grocery stores,

showing customers the

wide variety of products

that the company sells.

Point of Purchase

Happiness is homemade!

Hestia’s website provides

on online home for the

business and a place for

customers to learn more.

Website

HOME OUR PRODUCTS RECIPES IN-STORE Coupons OUR VALUES PRESS

Happiness is homemade.

on orders $75 or more*

JOIN OUR EMAIL LIST

GIVE US YOUR FEEDBACK

STORE LOCATOR

What’s New Fresh Ingredients We Give Back

Download 20% off yourpurchase of brown sugarand vanillaextract.

In Store Coupon We Give Back

Hestia will feature

advertisements across

a variety of medium,

including, but not limited

to, posters at bus stops.

This is an example of

an advertisement, for

purposes of placement

and feel. The photos

in advertisements will

fit the ethos of the

company and be of high

quality.

Heading text continues

to onlu be in Filosofia

but may be italicized, as

here. The sub text will be

Gotham Medium.

advertisements

ConClUsIon

Pure and simple, it doesn’t take much

more than that.“

”

This Design Manual is for the use of Hestia design

teams, agencies and our partners. In order to ensure

the success and consistency of our visual identity,

these standards should be applied everywhere the

Hestia logo appears.

Contact Information

For future information

regarding the Hestia

identity standards or

for questions about this

manual please contact:

T: (341) 567-8976

F: (341) 567-9988

555 Drury Lane

San Diego, CA 92101

www.hestiabaking.com

bake@hestiabaking.com