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jerrica castleberry + corporate standards manual + march 2013 Sweet Caroline l i t t l e g i rl s ’ b o u t i q u e
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jerrica castleberry + corporate standards manual + march 2013
Sweet Caroline
little girls’ boutique
table of contents
company profile ---------------------------------------------------------------------- 4products and services ----------------------------------------------------------- 6logo ----------------------------------------------------------------------------------------------- 8varying logo sizes ------------------------------------------------------------------ 10type varying sizes ------------------------------------------------------------------- 12secondary and b&w logo ------------------------------------------------- 14one color and reverse logo ----------------------------------------------- 16incorrect logo treatments ----------------------------------------------------- 18spot and process colors ------------------------------------------------------ 20typefaces ------------------------------------------------------------------------------------- 22letterhead package ---------------------------------------------------------------- 24ephemera ------------------------------------------------------------------------------------ 30
company profile
Sweet Caroline is a unique, darling, and tasteful clothing boutique specially for little girls from newborn to 6 years. Sweet Caroline started in October of 2012 and was named after the boutique owner’s wonderful niece Caroline Elizabeth. Here at Sweet Caroline, we believe that each little girl is precious and different in her own way; so we provide beautiful, organic garments to let their individuality show. Sweet Caroline believes in feminine beauty inside and out and the potential of every little girl to blossom into an intelligent, beautiful, and independent human being.
4
products
dressespants + shortstopsonesiesskirtsouterwearsleepwearbloomershatsswimwearshoes + socksaccessories + extras
clothing
little girlsinfants
dressespants + shortstopst-shirtsskirtsjacketssleepwearpantieshatsswimwearshoes + socksaccessories + extras
6
logo
Sweet Caroline
little girls’ boutique
The Sweet Caroline name is the novelty typeface: Rechtman Plain. The brown swirl accents above and below the name, give the logo a sense of whimsey and fun. The pink tea rose represents beauty inside and out and the potential of every little girl to blossom into a beautiful, intelligent, and independent human being.
8
varying logo sizes
Sweet Caroline
little girls’ boutique
3 in
Sweet Caroline
little girls’ boutique
2.5 in
Sweet Caroline
little girls’ boutique
2 in
do not reproduce the Sweet Caroline logo smaller than 2in
10
varying type sizes
Headline20ptFutura lt
Main Text14ptFutura lt
Accent14ptFutura bk
Stop by Sweet Caroline today.Come in and pick up some of our sweetest new Easter dresses, hats, shoes, and hair bows.
From: [email protected] attendance is requested for the quarterly budget meeting at the Sweet Caroline corporate headquarters. The meeting is set for Wednesday October 10 at 11:00am.
NOTICE Tomorrow’s quarterly budget meeting at 11:00am has been rescheduled for Thursday October 11 at 11:00am.
12
secondary + b&w
Sweet Caroline
little
girls’
boutique
Sweet Caroline
little
girls’
boutique
secondary
b&w
14
one color + reverse
Sweet Caroline
little girls’ boutique
Sweet Caroline
little girls’ boutique
one color
reverse
16
incorrect logo treatments
Sweet Caroline
little girls’ boutique
do not warp or skew
do not remove any part
do not set on an angle
Sweet Caroline
little
girls’
boutique
Sweet Caroline
little
girls’
boutique
18
colors
rgb: 240, 184, 194cmyk: 3, 33, 11, 0hex: #f0b8c2
rgb: 248, 241, 229cmyk: 2, 4, 9, 0hex: #f8f1e5
rgb: 130, 97, 64cmyk: 40, 56, 78, 25hex: #82614
pantone 1405 C
pantone 495 C
pantone 9060 C
20
typefaces
Futura LightabcdeghijklmnopqrstuvwxyzABCDEGHIJKLMNOPQRSTUVWXYZ1234567890
Futura BookabcdeghijklmnopqrstuvwxyzABCDEGHIJKLMNOPQRSTUVWXYZ1234567890
Use Futura Lt for all main text, headline copy and captions. All body copy must be Pantone 1405 C.
Use Futura Lt for a refined look in combination with Futura Bk as an accent. All special characters must be Pantone 495 C.
22
letterhead package
address + 317 Western Blvd. Jacksonville, North Carolina 28546phone + 910-555-2345 email + [email protected]
website + www.sweetcaroline.com
Sweet Caroline
little girls’ boutique
24
address + 317 Western Blvd. Jacksonville, North Carolina 28546phone + 910-555-2345 email + [email protected]
website + www.sweetcaroline.com
Sweet Caroline
little girls’ boutique
business card
26
envelope
Sweet Caroline317 Western Boule vardJacksonvill e, NC 28546
28
ephemera
30
clothing tag
red striped sweater$18.00
ephemera
32
clothes hangers
ephemera
34
little girls’ boutique
Sweet Caroline
shopping bag
ephemera
36
buttons
Sweet Caroline
little girls’ boutique
Sweet Caroline
little girls’ boutique
ephemera
38
gift and reward cards
Sweet Caroline
little girls’ boutique
$50 gift card
Sweet Caroline
little girls’ boutique
sweet shopper
ephemera
40
shoe box
ephemera
42
baby bib
ephemera
44
baby blanket