- Branding & identity guide -

Mission Statement 4Meet William Lynch 5Why a Lotus Flower? 6Lynch Design Logo 7Color Logo Options 8Black & White Logos 9Logo Alternatives 10- 11Logo Standards 12 - 13Primary Color Palette 14Complementary Color Palette 15Typography Standards 16Photography Standards 17Letterhead 18Packaging 19Uniforms 20 - 21Point of Difference 22Keywords 23Phrases to Avoid 24Voice, Tone and Values 25Elevator Pitch Standard 26Elevator Pitch Bridal 27Elevator Pitch Corporate Floral Services 28

Contents

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Mission Statement

Lynch Des ign seeks to be the luxury, on-

trend f lor i s t in the Cleveland, Ohio area,

craft ing high-end, creat ive and custom

f loral des igns for al l occas ions . Cl ients

– including brides , bus iness owners and

individuals seeking stunning one-of -a-

kind arrangements for their homes –

trust Lynch Des ign to take every detai l

into cons iderat ion for a complete custom

f loral experience .

5

Meet William Lynch

William Lynch is the vision behind Lynch Design.

Even at a young age, Will appreciated intricate designs, attention to detail and products that exude luxury. In his travels, he’s seen firsthand how luxury floral arrangements elevate and breathe life into an already beautiful space.

Will’s inspiration comes from every aspect of design, from architecture to art. He particularly appreciates the modern floral trends coming from New York City and Paris.

Creating custom arrangements, Will has an impeccable eye for design and an innate appreciation of the small details that, when executed correctly, turn a floral arrangement

into a stunning work of art.

Will is a young entrepreneur who stays on the cutting edge of creative, new floral designs. He is unconstrained by traditional, outdated trends, leveraging his fresh eye to only the most creative designs.

6

Why a Lotus Flower?

The lotus flower is an important part of the Lynch Design logo and brand promise. The flower embodies infinite potential and symbolizes renewal, transformation and new beginnings

7

Lynch Design Logo

This logo - pink lotus and black text - is the STANDARD LOGO. It should be the default logo.

8

Color Logo Options

9

Black & White Logos

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Use this one-color pink logo for things like embroidery of uniforms where a gradient is impossible or impractical.

Logo alternativesHorizontal

one-color pink

11

Logo alternativesLogomark Only

Logomarks are for use as branded graphic elements in packaging, design, social media icons, etc. They should only be used when the full logo is also visible somewhere, for instance somewhere else on the document or another piece of the packaging.

12

Logo Standards

LOGOMARK

THE SPACING BETWEEN THE

LOTUS AND LYNCH IS DOUBLE THE SPACE BETWEEN THE TOP OF THE “D” IN DESIGNS

AND LYNCH.

LOGOTYPE

LYNCH IS ALL THE SAME SIZE.

NO DOT ON THE “I” IN DESIGN

LOGO MUST MAINTAIN PROPORTIONALITY AT ALL TIMES.

LOGOMARK AND “DESIGN” ARE THE SAME WIDTH

EVERY ELEMENT IS CENTERED

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Logo Standards

LOGO MUST MAINTAIN PROPORTIONALITY AT ALL TIMES.

There should be at least one inch of space between on every side of the logo and any other writing. There should be at least two inches of space on every side of the logo and another logo.

The logotype should only be black or white.

No type should be added anywhere around the logo to make it specific to an event or season.

The logo should always be a minimum of one inch tall. When it is impossible, the horizontal logo or just the logotype or logomark should be used instead.

h o l i d a y

14

Primary Color Palette

WHITE

30% GRAY

CMYK - 0, 0, 0, 30RGB - 188, 190, 192

HEX - bcbdc0

CORAL

CMYK - 0, 45, 31, 0RGB - 255, 163, 153 HEX - ffa299

PINK

CMYK - 0, 51, 27, 0RGB - 255, 153, 151HEX - ff9996

HOT PINK

CMYK - 0, 58, 22, 0RGB - 255, 138, 153HEX - ff8999

60% GRAY

CMYK - 0, 0, 0, 60RGB - 128, 130, 133

HEX - 818285

80% GRAY

CMYK - 0, 0, 0, 60RGB - 128, 130, 133

HEX - 58585a

BLACK

Lynch Design’s simple color palette reflects the brand’s modern, clean aesthetic.

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Complementary Color Palette

This color should only be used in text or in small graphic elements.

GREEN

CMYK - 39, 18, 75, 1RGB - 163, 178, 101

LIGHT GREEN

CMYK - 11, 4, 20, 0 RGB - 227, 231, 208

HEX - e3e7d0

LIGHT CORAL

CMYK - 0, 14, 6, 0RGB - 227, 231, 208HEX - ffe0df

DARK PINK

CMYK - 0, 73, 55, 0RGB - 255, 106, 99HEX - ff6a63

DARK CORAL

CMYK - 6, 74, 58, 0, RGB - 228, 102, 97HEX - e46661

NAVY

CMYK - 95, 84, 50, 64RGB - 6, 20, 46

HEX - 06142e

Minimal complementary colors are used in website and print designs, should additional colors be needed.

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Typography Standards

Trajan Pro

Futura Bk BT

Josaf in Slab

Garamond

Logotype “Lynch.” For use in headers. Loose Tracking.

Logotype “designs.” For use as text font in documents designed for the screen and for headers in printed materials. Regular tracking for text. Loose for headings.

Slab fonts are very trendy. Josafin will work well with the Lynch Design brand. For use in trendy web and print.

Text font for printed items.

1717

Photography Standards

Portfolio photographs should be taken with natural or professional studio lighting. They should be beautifully composed and in surroundings consistent with the luxury-driven Lynch Design brand. All photographs must be of Lynch Design creations.

Pictures for the LD Facebook fan page do not have to be as nice. These should be quick phone shots of a finished project, delivered hotel arrangement, work in

PORTFOLIO-QUALITY PHOTO SOCIAL MEDIA-QUALITY PHOTO

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Letterhead

19

PackagingPackaging

Black ribbon with the Lynch Design logo and a custom Lynch Design enclosure card make up standard packaging in all deliveries.

20

UniformsUniforms with Lynch Design branding are an important part of the customer experience. Not only do uniforms provide a professional touch, but they also identify Lynch Design employees when making deliveries, teaching classes and representing the company.

21

UniformsUniform items such as T-shirts, sweatshirts, aprons and windbreakers come in black and white and can feature color or black and white logos.

2222

Point of Difference

Lynch Design’s focus on luxury, quality and

details separates them from their competitors

in Cleveland, Ohio.

Lynch Design clients receive a full service

experience, starting with an initial client

consultation to delivery and installation.

The Lynch Design style is crisp, modern,

fresh and creative, with design influences

coming from New York and Europe.

2323

Keywords

The following keywords embody the Lynch Design brands. They should be used across media, publications and communications. Not to be confused with keywords on the website used for search engine optimization, these keywords are the North Star of all Lynch Design branding, always pointing back to the brand’s core values.

LuxuryFloral ArtQuali tyDetai l s

Creat ivityHigh-end

Bespoke / CustomModern

Customer ExperienceService

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Phrases to avoid

Just as there are keywords that embody the Lynch Design brand, there are words and phrases that should not be used. These words do not typify the brand, but cheapen it, muddle it or bring negative attention.

“One-stop shop”This sounds Cheap. Instead say, “ ful l - serv ice experience” or “ f lowers for any occasion.”

“We are better than our competi tors ”This sounds snobby and is a negat ive s tatement. Instead tel l the posi t ives of the Lynch Design brand.

“Setup”Ins tead of saying “setup,” use the word “ instal lat ion.” Lynch Designs are instal led into spaces just as works of ar t are instal led into gal ler ies.

2525

Voice, Tone and Values

Lynch Design communications must be knowledgeable, professional and friendly.

High-end customers have unique product and service needs. Lynch Design communications must speak the language of high-end clients and show an understanding of their needs.

Lynch Design is an authority in floral design, but listens to customers’ needs and requests, and guides them in making good decisions.

Thoughtful attention to detail is woven into Lynch Design’s DNA.

Lynch Design is passionate about excellent design. This passion is displayed through attention to details, creativity.

Lynch Design’s challenge is to speak to high-end clients, communicating Lynch Design’s points of difference without sounding better than them.

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Elevator PitchStandard

Lynch Design is the luxury florist in

Cleveland, Ohio. With impeccable taste

and thoughtful attention to every detail, we

create high-end, custom floral designs for all

occasions.

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Elevator PitchBridal

Lynch Design is the luxury florist in

Cleveland, Ohio. We bring exquisite floral

design to our bridal clients, elevating their

special day with floral art and meeting their

needs through consultation, custom floral

designs, delivery and installation.

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Elevator PitchCorporate Floral Services

Lynch Design is the luxury florist in

Cleveland, Ohio, providing corporate floral

services to local businesses. Whether it’s

creating weekly arrangements for waiting or

conference rooms or crafting and delivering

beautiful client gifts, Lynch Design takes

care of all the details and provides a custom

floral experience for corporate clients seeking

to elevate their businesses.

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Created for Lynch Design by Swoon Designswww.swoondesigns.net