Beauty in Bloom

Brand Style
Guide
226 Church Street
Carrollton, IL 62016
123.456.78910
violetsgarden.org

@violetsgarden
Table of
Contents

Mission/Vision

Statement

Logo

Purpose

Specification

Usage

Color

Image Usage

Typography
 Style Guide
Violet's Garden
Implementing Violet's Garden in communications.

Mission
Our mission is to provide our customers with quality flowers and floral
arrangements at a fair price. We will strive to match and surpass the expectations
that our customers expect from us and our products. We will not compromise on
quality and will never use inferior product for the sake of price.

Vision
We are a company that is committed to providing an experience rather than a
transaction. We pride ourselves in offering the highest quality and broadest range
fresh flowers and floral arrangements. Selling a product is only the first step in
building an ongoing relationship, which is why we strive to provide the highest level
of service, knowledgeable advice, and relevant information in a positive and open
way.

Logo
Violet's Garden logo is the most immediate representation of our organization and
our brand to the world. It is a valuable asset that must be used in the proper,
approved forms

DOWNLOAD THE LOGO FROM WWW.VIOLETSGARDEN.ORG OR THE SHARED (S;) DRIVE

Logo Purposes
The standard logo should be used for the following purposes:
1. To identify a piece (i.e. reports, brochure)
2. By third parties, with approval from Violet's Garden (communications, co-
marketing, partners, etc.)

Logo: Specifications
The primary use for Violet's Garden is the 2-color version- white and olive green
#8fa382. When color or printing prohibits this, it may be used in the 2 other formats
listed above. The space inside and between the letters should be transparent,
letting the background color show through.

The logo can appear on color, illustration, or photographic backgrounds, as long as

the legibility and integrity of logo are not diminidhed.

Size: To maintain the graphical clarity and integrity

of the logo, the minimum size the reproduced logo
can be is 1.25 inches

Incorrect Use
Do not alter Violet's Garden logo in any way. Do not animate color, rotate, skew,
distort, or apply effects to the logo. Do not separate the elements or alter size of
elements. Never attempt to create the logo yourself or change the font.

List of Don'ts
Examples
1. Don't remove "Violet's Garden"
2. Don't apply effects
3. Don't rotate the logo
4. Don't skew, stretch, or distort the logo
5. Don't recolor the logo

Don't combine the logo with any other

elements - such as logos, words, graphics,
photos, slogans or symbols that might seem to
create a hybrid mark.

Don't display the logo in a way that suggests

that a third party's product or event within
Violet's Garden name is part of a third party's
product or event name.
Color: Specification

Color Web #

#8fa382

Secondary Colors
Color Web #

#e6eae3

#a8a398

Image Usage
The brand imagery allows for the combination of conceptual imagery and lifestyle
photography that is engaging, authentic and informative.
-The lifestyle photography documents employees, clients, and many floral
experiences.
-Lifestyle photography should highlight an individual's experience.

Photos should document the costumer and/or the flower shop's experience in an
authentic way that allows the viewer to identify or empathize with the subject
matter. (If taking a photo of a person's face, written consent must be received. Use
photo release form)
Typography

As with our logo, consistent use if our typefaces - Helveticish and Aileron Heavy
- reinforces Violet's Garden brand identity.

Primary typeface - Aileron Heavy

Aileron Heavy should be used for headlines and may be used for subheads.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Aileron Heavy abcdefghijklmnopqrstuvwxyz
0123456789
=-!@#$%^&*()+{}\[]|:;'?"<>,./

Primary typeface - Helveticish

Helvetica should be used for headlines and may be used for copy. Short
headlines or lables can be all caps, otherwise headlines and subheads are
sentence case.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helveticish
abcdefghijklmnopqrstuvwxyz
0123456789
=-!@#$%^&*()+{}\[]|:;'?"<>,./

Secondary typeface - Aileron Regular

Aileron Regular should be used primarily for extended running body copy in
longer, multiple-page documents, such as newsletters and reports.

Aileron Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

Aileron Regular Italic
abcdefghijklmnopqrstuvwxyz
Aileron Regular Bold
0123456789
=-!@#$%^&*()+{}\[]|:;'?"<>,./

In instances that a font becomes part of graphical illustration in a multimedia or

campaign communication, it may become necessary to use a font other than
Helveticish and Aileron Heavy. In these cases, try to use fonts closely related to
the primary and secondary fonts of the flower shop, such as Arial. Do not
manipulate, stretch, or distort any of the fonts