hello!

COMPREHENSIVE STYLE GUIDE FOR ADALINE BRAND

PRODUCTS & LITERATURE.
WHO ARE WE?
AN OVERVIEW OF ADALINE

Adaline is more than just a company, it’s a promise. A promise to deliver beautifully
inspired, safe and quality cleaning products to people who care. Our products are all
natural, and when we say natural, we mean it. We think words that end in -ite and
have more than 8 syllables are scary too, so we don’t put them in our products.

Our story begins in a small Wisconsin town with a picky mom who wasn’t satisfied
cleaning her home with harsh and unnatural cleaning products. With a new baby in the
house, she wanted something gentle, and natural to use without sacrificing cleaning
power. She began with homemade floor cleaner (vinegar & warm water) and although
the floors were clean and safe for baby, the smell said anything but “home.” This
sparked an idea, and the rest is history...

Our name comes from Virginia Woolf, (her real name that is!) We derive our inspiration
from books (covers, stories, characters) and get lost in them just like you do. That
inspiration mixed with the true nature of our products makes Adaline the perfect name.
We’re dedicated to making cleaning products that are as inspired as you are.

1
COLOR
COMPANY IDENTITY SPOT COLORS LOGO SPOT COLOR

LIGHT SAGE RADISH RED (66%)

C 26 C 00
M 00 M 83
Y 26 Y 62
K 00 K 00
# BEE1C9 # FO5656
PANTONE 344 C PANTONE 185 C
USES: Owl, book textures & other USES: Logo box only. Not to be used
identity elements. ANYWHERE else.

GOLDENROD
C 20 SCENT PROFILE SPOT COLORS
M 10
Y 53
K 00 TAROCCO ORANGE (35%)
# D1D190 C 03
PANTONE 5855 C M 51
USES: Headers, book textures & Y 97
other identity elements. K 00
# EF9026
PANTONE 021 C
LINEN BEIGE
USES: Tarocco Orange & Lemon products only (text boxes
C 04 & headers.)
M 03
Y 13
K 00 ROSEMARY (40%)
# F2F0DD C 24
PANTONE 5807 C M 43
Y 04
USES: Background (paper, text boxes)
K 00
# BF98C0
PANTONE 5145 C
TEXT SPOT COLORS USES: Rosemary & fig products only (text boxes
& headers.)

SOFT SLATE
C 50
M 42
Y 50
K 09
# 828177
PANTONE 416 C
USES: Body text & Subheads.

2
LOGO
SIZES

STANDARD LOGO LABEL LOGO

1.2 in
3/8 in
1 1/2 in

1 1/8 in

SPACING & ORIENTATION

STANDARD LABEL

BOTTOM OF COLOR BOX

1 in

5/8 in

BOTTOM OF PAGE BOTTOM OF LABEL

3
LOGO
INCORRECT USAGE

DOs & DON’Ts

DO apply to each product, identity piece &

web page.
DON’T use any other sized logo.
DON’T resize type relative to bounding box
or visa versa.
DON’T use Label logo on other pieces or
standard logo size on labels.

DO NOT USE LOGO IN THE FOLLOWING WAYS:

4
TYPEFACE
DECORATIVE

aka posse
AKA POSSE

This typeface is used for the owl’s dialogue, product

ingredients, and specialized promotional materials
only. When used in ingredients, it is to be justified and
varied in size to accomidate this.

HEADERS, SUB HEADS & BODY

GOTHAM LIGHT
GOTHAM LIGHT

This typeface is to be used for headers, sub heads,

body copy as well as product names and scents. Size
may be varied to accomidate space and usage, how-
ever, body copy should never be larger than 11 pt.
Body copy should always be soft slate.

EXAMPLES

Who is Adaline? Where to find us

So you might be wondering, who Our products are special; there-
is Adaline? Well, it’s Virginia fore you can only get them at
Woolf, (her real name that is!) We special places! For a complete list
derive our inspiration from books of store locations or to purchase
(covers, stories, characters) and online, come visit us at our
get lost in them just like you do. website at www.adaline.com.
That inspiration mixed with the
true nature of our products makes
Adaline the perfect name. We’re
dedicated to making cleaning
products that are as inspired as
you are.

5
PATTERNS & SYMBOLS
PATTERNS

IN THE WOODS BAMBOO GRAIN

This pattern is to be used as a back- This fill is to be used as a back-

drop for communication pieces (ie ground for communication pieces as
booklets, folders, etc.) It must always well as labels. It is always to sit
be set on linen beige. behind a text box and set on linen
beige.

MISS MINIVER BUDS

This pattern is to be used on communi-

cation pieces. It is to be used on its
own and set on linen beige always.

6
 PATTERNS & SYMBOLS
SYMBOLS

“OWL” ON BRANCH “OWL”

This is Owl. He is our company Here is Owl on his own. This is to be

spokesperson & narrater. He is either used as a stand-alone secondary
arranged as a speech bubble (below) symbol for the company.
or else alone as stand-alone symbol
on his own. He is always light sage
and the branch isn’t to change in any
sittuation.

hello!

INCORRECT USES

Owl’s color is to never change, and his

wings, body or feet are never to be
altered.

7
PRODUCT LABELS
FRONT

Scent-
Scent Specific
Profile Color

Product
Name
Logo

TAROCCO ORANGE
& LEMON

SCENTED
CANDLE

Scent
Profile

Bamboo
Grain

8
PRODUCT LABELS
BACK

Owl with
Word Bubble
“100% Natural”
in Spot Color

At Adaline, we’ve got This amazing scent was

an open-book policy inspired by the sweet
when it comes to what smelling south and the Scent Story
we put in our products. classic “TO KILL A MOCK-
We use all natural, non INGBIIRD” by Harper Lee.
toxic ingredients that
ingredients:

thyme oil
are 100% safe for you
Adaline Intro
and your family, and
guess what...they smell lauryl sulfate
terrific!
bluestone
Recycle Info
PLEASE RECYCLE OR citiric acid
REUSE THIS BOTTLE.
oregano oil
tarocco orange
lemon zest

Bamboo
Grain
Ingredients

9
EXAMPLES
COMMUNICATION SYSTEM

10
EXAMPLES
COMMUNICATION SYSTEM

11
EXAMPLES
PRODUCTS

12