Brand Standards

The lock-up for the logo should always follow the proportion as seen above. “My DeVita” should always be in an accent color, unless on a solid background as seen to the right. In those instances the entire logo should be whited-out to ensure visability. A trademark sign should always be placed at the upper-right hand corner of the logo.

The trademark sign should always be in the upper-right hand corner of the logo.

Logo Usage

Color Palatte

Pantone 5005 c Pantone 577 c Pantone 7606 c

Powder Puff

Pantone 7458 c Pantone 687 c2

Bubbly Babies: Fragrance Free

Pantone 7458 c Pantone 715 c

Bubbly Babies: Calendula

Pantone 360 c Pantone 7571 c2

Butter Cheeks

Pantone 694 c Pantone 7682 c Pantone 2708c

Flutterby

Typefaces

American Typewri ter Condensed L ightAmerican Typewriter CondensedAmerican Typewriter Condensed Bold

American Typewriter LightAmerican Typewriter RegularAmerican T ypewriter Bold

main font for headlines:

main font for body copy:

accent font:

callie hand

Visuals

The visuals should help continue to tell the store of Oh my devita Baby. Any copy used within the visuals should be in Callie Hand, to help maintain the sof tness that was established with the packaging. A subtle element of Roise should also be included within each visual, whether that be a single butter-f ly, cloud or bubble.

Copy should sound sweet and inviting. While we are trying to sell product we don’t want the copy to sound sales-y or be pushing product. Oh my devita baby was created with much more soul, and spirit-and this should be easily con-veyed within the copy & visuals.