The Ivory Nest Banding Manual

The Ivory Nest Brand Identity ManualCopyright by Tiffany Johnson (C) 2012

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Mission Statement 4

Logo Use and Misuse 6

Color Use and Misuse 8

Font Use and Misuse 10

Imagery Examples and Guidelines 12

Stationary:

Business Card 16

Letterhead and Envelope 18

Product Packaging 20

Website Design 24

Magazine Ads 28

Brochure 30

Store Design:

Store front 32

Uniforms 34

Ephimera 36

At The Ivory Nest, we strive to provide the best envioronment possible for our customers. We are not your average coffee and pastery shop. Our hope is that we can invite people to sit and stay a while. The Ivory Nest exists in order to be a haven for busy people who want a place to get away from the craziness of life and be able to fellowship with other Christians.

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[Symbol]

[Text]

*When putting the words to the side, make the symbol smaller because it looks more proportional

To create the logo, the text and the symbol can be used together or seperately. Only place the text to the left or right of the symbol, or directly above or below the symbol.

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Do NOT overlap the elements in any way

Do NOT rotate the text in any way

Do NOT rotate the symbol in any way

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These are the main colors that should be used throughout the branding of The Ivory Nest.

Always use white as the main background color, or a sec-ondary color.

Any of combination of these colors is acceptable.

Do not incorporate other colors into the branding.

Only use black in rare circumstances. Grey should be used in places that would normally be black, such as text. Any shade of grey is acceptable, as long as it is dark enough to read against the white or light col-ored background.

*Only use the primary colors for the Logo Imagery.

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C=0, M=58, Y=75, K=0

C=0, M=7 Y=20, K=0

C=79, M=0, Y=46, K=0

C=18, M=0, Y=20, K=0

C=100, M=14, Y=16, K=13

C=27, M=6, Y=4, K=0

Secondary Colors

Primary Colors

C=0, M=0, Y=0, K=40

C=0, M=0, Y=0, K=100

Color Palette: (CMYK)

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Logo Font

Heading Font

Body Text Font

Extra Font

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These fonts are labled as to where they should be used throughout the branding, and they should not be used differently than this.

Any style of each font can be used (regular, bold, italics, etc).

-The size for the logo font will correspond with the logo size. -The heading is normally 30 pt. -Body text should be 14 pt.-Any extra font sizes will depend on the use in the adver-tisement, but more often than not it will be large, such as 30 pt.

Other fonts are acceptable to be used in advertisements only if they match the style we are trying to portray of The Ivory Nest.

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All elements of design are taken from or inspired by the pattern from the logo.

Each can be used throughout the branding of The Ivory Nest to make it pretty but they should not be overused, as a big part of the branding is the light, airy space expressed from the white background and

*This is the main pattern that the branding accents are based off of. Any elements of this pattern may be used.

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Organic design elements, used to accent the piece of branding in a pretty and colorful way. These can range in size from tiny (smaller than they are now) to very large (used as background elements and cropped.)

Larger design elements, only used as background elements or borders.

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Phogographs are allowed and even highly suggested to be used throughout the branding for The Ivory Nest.

The guidelines to decide out if an image should be used for The Ivory Nest are as follows.

Images should - be of good quality (not pixilated). - incorporate happy looking people, often. - display good lighting of the subject. - be pretty - aesthetically pleasing.

Examples of acceptable images:

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The business card is to be folded in half, as shown, when handed out. This is to mimic the look of a book.

The paper used should be 200GSM with a 110lb index. Because it is to be folded, it needs to be a little lighter.

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*Front

*Back

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Sample letterhead and matching envelope are shown here. Always use this format when sending mail from The Ivory Nest business.

These are light orange (opposite page), but either of the other colors can be used accordingly (ie., a primary color for the logo and a secondary color for the background gradient).

Different elements of design (mentioned earlier) in different colors can be placed in the bottom left corner of the envelope if it is wished.

the ivory nest7801 N Tigerville RdTigerville SC 29688

PlaceStampHere

the ivory nest7801 N Tigerville RdTigerville SC 29688

* Green color option for envelope design.

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Dear Business Owner,

When using this letterhead, adherance to the design instruction is important. The gradient complementing the color of the logo used (pick one of the lighter colors). The logo should be placed in the top left corner of the page. The address, phone number, fax number, email, web page, and other contact information should be placed at the bottom center of the page as shown .25 inches from the bottom. Margin dimentions are: .5 inches on each side of the paragraph, with the greeting be-ginning 3.25 inches down the page, to a maximum of 9.75 inches down the page. Indention of the fi rst line of each paragraph is required, as well as left allignment of the text. Hyphen-ation is allowed if desired. The font used here should be Didot 13pt for the letter text and 11pt for the contact information text. There should be two unused lines between the greeting and the beginning of the letter, and fi ve between the “Sincerely” and the name of the person writing the let-ter in order to give room for the signature above the name, as shown. There should be one unused line between the end of the letter and the “Sincerely.” The whole letter should be single spaced. The paper should be 90 GSM, 24lb, bond/60lb. Thank you for your observance of the regulations of this letter head.

Sincerely,

The Design Team

7801 Tigerville Rd Tigerville SC, 29688Phone:(864) 333-5555 Fax: (864) 444-7777

www.ivorynest.com [email protected]

the ivory nest

the ivory nest7801 N Tigerville RdTigerville SC 29688

PlaceStampHere

the ivory nest7801 N Tigerville RdTigerville SC 29688

* See previous page for another option of the envelope design.

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Packing for The Ivory Nest should reflect the image of this business. We want to portray a Christian image, as well as the fun, relaxing image. Therefore, there are little verses from Proverbs all throughout the packaging. Each design must have a new phrase on it somewhere, preferably inside somehow.

Shown here are several different designs for the coffee pack-aging: the box with tray will each have a different flavors of coffee in them, and the bird house style structure will hold a total of 6 trays for a point of purchase sale.

Birdhouse Point of Purchase

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Proverbs 2:1-5

My son, if you accept my words

and store up my commands within you,

listening closely to wisdom and directing

your heart to understanding; furthermore,

if you call out to insight and lift your

voice to understanding, if you seek it like

silver and search for it like hidden treasure,

then you will understand the fear

of the Lord and discover the

knowledge of God.

3.53.5

6

6

5

5

3.5

6

4.25

6

34

6

26.5

*Inches

Layout for the birdhouse

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Layout and other design options for the box, and tray.

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Box and tray coffee packaging

* This is an example of the hidden verses on the inside of packaging.

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Shown here are a few different pages of the website. Any sub-sequent, or redesigned/updated pages should look very similar to these and all should have the same format as the pages with tabs (other than the welcome and home pages).

Welcome Page

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Home Page

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Study Rooms Page

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Gifts Page

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www.theivorynest.com6000 Star Lane Greenville SC, 29688

Trust in the Lord with all your heart,

and do not rely on your own

understanding.

come to the cafe where you can

I modified the idea of the Patriotism advertising strat-egy to where if the viewer comes to the Ivory Nest it would be because they love Jesus and want to act on that. In order to do that I included a verse in my ad as a sort of call to action. This ad is directed towards Christian college aged stu-dents with the clean, modern look and the calling to actu-ally do something!

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The idea for this ad is to be very invit-ing and portray a comfortable mood to the viewer. I’m tageting the stay-at-home-mothers or other adults who want to go to a bible study with a group of people at a place other than their homes or church.

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This brochure is to be placed near or on the counter so that customers because it is promotional material.

If a new brochure is designed, it needs to follow the con-cepts expressed in this one.

- It needs to use the correct colors, fonts, and design ele-ments along with appropriate photographs.

The paper should be 105 GSM, 28lb, bond/70lb text.

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Outside

Insidepage 31

Shown here is an example of the style that the storefront should strive too look like.

It should have the cozy cottage feel, with the earthy wood if possible.

There should always be a sign in the front telling what the place of business is.

The bench and plants are essential because they convey the confortable relaxed feel that The Ivory Nest wants for it’s image.

Also, all aspects of the storefront that can be customized should reflect the colors of The Ivory Nest, but in a way that matches, and looks good.

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The employees of The Ivory Nest are required to wear one of the many shirts that advertise the business. That is the only rule.

These shirts can be found in the gift shop of the store, but when a person is hired they will be given one shirt free of charge.

*Orange shirt design

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*Green shirt design

Two options are shown here, but more will be available.

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We will give a necklace to each person on their first visit to our store to show our appreciation of them.

We like to be kinder than necessary, here at The Ivory Nest. The Bible says to do unto others as you would have them do unto you. One of the ways we show our appre-ciation for the customers is giving away free items.

On designated occasions we will give out items from our gift store for free. Here are a few of the main items.

*The necklaces stocked in the shop are the colors of the store, but we have a variety of other colors available, if requested.

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Here is one version of a ceramic mug with a hidden verse at the bottom of the cup.

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These candles are a series: they each have parts of Proverbs 1:8-9 on them, along with a design.

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This is a keychain coupon. Any sort of coupon can be printed on these, depending on the type of promotions going on at a particular time.

These are die-cuts and should be printed on plastic to keep them from messing up.

20% off one item of your choice Courtesy of:

__________

Expiration Date: __________

the ivory nest

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