brand book

contentsour company

mission statement....................................................................06description...................................................................................07company ideals..........................................................................09customer base...........................................................................10

our identitylogo standards............................................................................13brand colors................................................................................16aesthetic elements....................................................................17typography...................................................................................20

our collateralstationary.......................................................................................23vehicle............................................................................................25phone app.....................................................................................26website...........................................................................................27

ourcompany

is a wedding specific floral company based out of Chicago. Our goal is to provide unique flower arrangements for couples in a timely, efficient, stress-free and enjoyable manor. What makes Flourish different from every other florist is our ability to provide the one-on-one personal and knowledgable service of smaller boutiques as well as the reliability and experience of a larger company. We want our customers to enjoy our work as much as we do and it is important to have a brand that reflects that.

06

flour· ish /’flәriSH/

Verb: Grow or develop in a healthy or vigorous way, esp. as the result of a particularly favorable environment.

Noun: A bold or extravagant gesture or action, made esp. to attract the attention of others.

07

i s . . .

reliable uniqueknowledgable

08

what helps us growWe view flowers the way each couple views

their relationship. With time, and care, something small can grow into something

beautiful. We are as passionate about flowers as you are about your future spouse.

09

who picks us?We love each and every one of our customers, and don't discriminate against anyone.

If you are in love, we would love to make your special day as beautiful as possible. Our client base traditionally fits into the following personas, and our

brand is tailored to attract them:

Females •Aged 24 to 35

•Marrying for the first time

•Middle class, •No children

•Out of school •Working par t or

full time

Males •Aged 25 to 30

•Middle to upper class

•Works full time•Involved and

interested in the planning process

10

our

identity

logo standardsThe Flourish logo is the biggest part of the Flourish identity. It communicates that we are not only a floral company but that we are wedding specific, which is very important. The logotype is customized and the icon is tailored to match the style of the script. It is very open and flowing, with a casual yet elegant feel. Our logo should not be used in any other way than the ways it is presented in this book in order to keep with our brand standards.

13

logo14

logo variations

15

brand colors

C 41 M 0 Y 98 K 10R 158 G 185 B 68

Hex #9EB944Pantone 382

C38 M57 Y20 K0R152 G122 B153

Hex #987A99Pantone 7654

C42 M0 Y25 K0R146 G211 B201Hex #A6D1C7Pantone 7654

C22 M45 Y0 K0R182 G149 B193

Hex #B695C1Pantone 2563

C4 M30 Y23 K0R239 G187 B178

Hex #E0B9B1Pantone 2563

C63 M31 Y98 K14R110 G128 B64

Hex #

C11 M16 Y91 K0R231 G202 B56Hex #D7C34EPantone 370

C0 M0 Y0 K60R127 G128 B131

Hex #7F8083Pantone Cool Gray 10

Our primary color palette includes friendly and fresh greens, and tasteful, charismatic purples. These colors should be used most often for this brand. Our gray should be

used only for copy text, to keep the feel light and elegant.

Our secondary pallette includes seafoam blue, pale rose and sunny yellow. These

colors should be used primarily ONLY for illustrations.

16

brand photography

Our brand phototography should follow a very specific style. The photos should be bright and colorful, with correct exposure and focus, and interestingly cropped. Faces should not be shown if at all possible. The focus should be on the flowers but should

also show the passion, happiness, and fun associated with weddings.

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graphic elements

18

patterns

19

typography

gi l l sans l ightAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

gi l l sans regularAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

sver ige scr ipt

a b c d e f g h i j k l m n o p q r s t u v w x y z

Gill Sans Light and Regular are the preferred typefaces for use with the Flourish brand for general copy text. All typography

used with the Flourish brand is preferred to be lowercase.

Sverige Script should only be used for headlines and

should always be lowercase.

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brand

collateral

business stationary

4639 willow ave chicago, il 60601 312.727.4400 www.flourishflowers.com contact@flourish.com

sandy jones, managersandy@flour ish.com

312. 727 .4400

4639 willo w a vechicag o, il 60601

www.flour ishfl ower s.com

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4639 will ow avechicago , il 60601

name123 addres schicag o, il 60601

4639 will ow avechicago , il 60601

name123 addres schicag o, il 60601

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vehicle

25

phone application

26

website

27