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Table of Contents

Who We Are Logo Usage Color PaletteTypeface Standards Business Systems Imagery GuideAdvertising and Signage

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Salty Giraffe is a concept company which manufactures and sells a heart healthy, delicious salt substitute. Many people with high blood pressure have to reduce their sodium intake and since giraffes have giant two foot hearts and high blood pressure themselves, the giraffe was the perfect inspiration to help solve the problem. We pride ourselves on being clean and environmentally friendly as well and modern and sophisticated in form. Salty Giraffe is a company that prides itself in its presentation. In keeping up a certain level of quality across our brand, this manual is to set forth graphic standards for any use of our branded imagery and to designate certain stylistic choices in any print, web or other application. The color and typeface choices listed and used in this manual are consistent with the designated colors and typefaces to be used.

Who We Are

oneone and one eigth

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The Salty Giraffe logo is to be used according to the following procedures:The logo is to be placed horizontally. It is not to be skewed or rotated in any way. The logo should not be scaled to a size smaller than one inch wide. When placed over a white background the logo will stand by itself in black lettering with or without the reflection depending on the design of the piece. If the logo is to be placed over any imagery or dark colors, it can either be reversed out in white lettering, or placed on an appropriately sized pure cyan box. The box will be at least 1.125 times the size of the width and height of the logo itself. Other objects should never enter into the area surrounding the logo within the space designated by the size of the ‘S’.

Logo Usage

C M Y K

R G B

100 0 0 0

0 174 239

C M Y K

R G B

100 100 100 100

0 0 0

C M Y K

R G B

0 0 0 0

255 255 255

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The primary colors to be used across any branded materials are pure cyan, including screens in ten percent increments, pure black, and pure white. These colors should be used for any typographic and visual elements where the designer deems it is appropriate.

Color Palette

Gill Sans Std abcdefghijklmnopqrstuvwxyz123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

Gill Sans Std abcdefghijklmnopqrstuvwxyz123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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The typeface used for the original logo design is Brain Flower. This typeface is not to be used to recreate the logo, only original digital files can be used. This typeface is never to be use for anything else.Gill Sans Std regular is for use in headlines, as well as addresses, names, phone number, headings and anywhere else that emphasis is needed.Gill Sans Std light is for use in body copy or long passages of text. Serif fonts are never to be used as the sans-serif fonts are cleaner and more modern which fits in with the brand.

Typeface Standards

Shiela Gilbert

559.555.2014sheilagilbert@saltygiraffe.com2830 E. San Antonio Drive Fowler, Cal

saltygiraffe.com2830 E. San Antonio Drive Fowler, Cal 66234

2830 E. San Antonio Drive Fowler, Cal 66234

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When the business system is used the letterhead, business card, and envelopes should always be printed professionally and never scanned in or photocopied. The spacing set forth here will be the standard for use.

Business System

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Any imagery used in any print, web, or other application, involving promoting or advertising should always be of high enough resolution for the application and should have dynamic contrast and interesting depth. The images should never feel dated in any way or be visually flat.

Imagery Guide

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In every instance of large scale advertising there is to be an image of a salt shaker with the logo placed appropriately. This will instantly register salt in the viewers mind. In the case of signage at manufacturing plants, warehouses, distribution centers, and shipping containers, the black logo with no reflection will appear on white and white alone. All previously listed instances should have an overall modern appeal and look clean and well-kept.

Advertising and Signage

Print advertising should match in tone with the billboards and photographic standards. There should still be a salt shaker present, however the logo can appear larger and on its own.