hestia design manual
DESCRIPTION
This book lays out the design and branding guidelines for the fictional company, Hestia.TRANSCRIPT
Design Manual
ContentsWelcomeIntroduction
Who is Hestia?
What’s in a name?
Mission Statement
PhilosophyOur Customer
Visual Inspiration
Graphic standardsLogo Specifications
Incorrect Usage
Typographic Standards
Color Usage
stationeryHestia Stationery
Letterhead
Envelope
Business Card
PackagingSignature Pattern
Ingredient Labels
Lid Labels
Tag Usage
PromotionBaking Starter Kit
Point of Purchase
Website
Advertisements
ClosingConclusion
Contact Information
WelCoMe
Happiness is Homemade“ ”
Why have a design manual?
A design manual provides guidelines for the
branding and aesthetic look of the company. It gives
an organization its own, unique, look. It makes the
brand recognizable to the community as well as its
employees. It is important to preserve a consistent
identity for the organization and this material is
intended to do so. By following this manual the
company will increase efficiency and reduce costs.
Fall in love with your brand.
This design manual is the very core of Hestia’s
identity defined, with every decision relating to
the look and feel of the company. Every choice
was made with care, just like the decisions made in
Hestia’s products and the choices that customers
will make in the store when viewing Hestia products.
When you fall in love with every bit of Hestia,
through this manual, customers will too.
Introduction
A Large scale baking company that sells fine and
organic baked goods and ingredients in American
home good and health food stores. Hestia appeals
to a desire for simple and classic living. The products
convey warmth and hospitality with dignity. The
ingredients can sit out on the counter top without
adding clutter, just adding to the charm of a warm
and inviting kitchen. Hestia makes baking easily
accessible for a busy lifestyle.
Hestia enters this niche market not only with a
unique line of baking ingredients but also brownie,
bread and cake mixes. These products come in
packages that highlight the fine ingredients and
ensure that the product will have a handmade and
quality taste, as if made from scratch. Hestia also
offers recipe kits that allow the buyer to purchase
a whole kit of ingredients and cooking ware with
recipes that use those ingredients, making baking
easier for those who have less time or have a fear of
getting started.
Who is Hestia?
Hestia is the goddess of the hearth and home, she is
hospitable, dignified and serene. Greek Goddess of
the sacred fire, Hestia was once known as “Chief of
the Goddesses” and “Hestia, First and Last”. She was
the most influential and widely revered of the Greek
goddesses. Her name means “the essence”, the true
nature of things.
The goddess Hestia grew in grace and beauty and
soon caught the attention of the gods Apollo and
Poseidon who both sought her hand in marriage.
Remaining single, she was perfectly content and
fulfilled, being “Aunt Hestia”, and enjoyed being of
service to her family and community.
She is said to have been handed the keys by Zeus to
run the family home of Mount Olympus.
What’s in a name?
hospitality
dignity
serenity
strength
warmth
PHIlosoPHy
I figured if I was going to make
the world a better place, I’d do it with cookies.
“”
Meet Marie, age 39, a stay at home mother and
dedicated wife. A former business woman and
college graduate, she knows how to get a job done
well and with style. She keeps a home of both class
and comfort within reasonable means. While she has
the income to support the occasional afternoon of
recreational shopping, she appreciates a good deal.
She enjoys and finds the time to entertain guests
and friends of her children. She has a lot on her
plate and her life is a constant juggling act. Like her
mother before her, she likes to have baked goods
paired with a healthy snack on the table when her
kids come home from school.
our Customer
life is Hectic.
Hestia Isn’t.
This imagery conveys
Hestia’s desire to
remove the stress of
life, so that customers
will enjoy their time
spent baking and to
positively impact the
lifestyle of customers.
GraPHICstanDarDs
no matter where I serve
my guests, they seem to like my
kitchen best.
“”
The Hestia logo mark conveys
the essence and identity of the
company. It is the central figure
of the Hestia identity system.
These guidelines specify how the
logo and its colors are to be used
to create a foundation for visual
unity, impact and consistency
when used in print, broadcast and
electronic media.
the logo
The identity consists of two
specifically drawn elements: the
logo mark and signature of the
brand name. Combining three
stalks of wheat into an oval sphere,
the mark communicates the act
of baking with pure ingredients
as creating a healthy product and
also bringing people together. The
curve of the stalks reinforces a
shape that communicates health.
Hestia’s logo is specifically
designed to identify Hestia Baking
Company and is to be maintained
on a solid white background.
the Mark
logo specifications
The logo must always
be presented in a
clear and readable
fashion. To enhance
the presentation of the
logo, it is necessary
to keep a minimum
distance of respect
around all sides of the
logo and not too close
to other elements.
The logo must be
presented on a white
background.
When the Hestia logo
is scaled less that
.75% the signature is
too hard to read. This
is, therefore, to be
avoided.
16x
13x
2x
1x
Minimum size and scaling
100%
50%
80%
30%
Incorrect Usage
H E S T I A
Do not replace the typeface of Hestia.
Do not outline the logo.
Do not separate the logo elements.
Do not change placement.
• Do not change color of Hestia.
Do not caange any colors in the logo.
Do not stretch any part of the logo.
Do not slant or rotate the logo.
Do not put the logo on a background.
typographic standards
The signature treatment of the
Hestia logo is in Archer. Designed
by Hoefler & Fere-Jones for Martha
Stewart Living, this slab-serif is
personable, straightforward, and
credible, while also pretty, hard-
working, and frank.
To make the typeface direct,
but not brusque Hoefler & Fere
introduced subtle cues from
the world of typewriter faces,
which combine the ordinariness
of Antiques with the modern
practicality of Geometrics. They
successfully designed a font that’s
friendly without being silly, and
attractive without being flashy.
“Sweet but not saccharine,
earnest but not grave, Archer is
designed to hit just the right notes
of forthrightness, credibility, and
charm.”
Archer Medium
Filosofia Regular is the
typeface designated for
headings and prominent
positions in packaging.
Filosofia regular
C: 0 M: 75 Y: 75 K: 0
PMS 7417 U
C: 0 M: 27 Y: 76 K: 0
PMS 136 U
C: 100 M: 0 Y: 59 K: 0
PMS Green U
Color Usage
The proper use of this approved
color palette is essential in order to
provide distinction and consistency
to the Hestia brand. The primary
color is coral orange (PMS 7417 U).
The secondary colors are honey
wheat yellow and green with a
touch of blue.
The coral orange, honey wheat
yellow and pleasing green were
chosen to be the Hestia color
scheme and are all derived from
colors that naturally occur in
food. Because of this, the mind
associates attributes to them. Red
tones, especially, evoke hunger
in the viewer. We also wanted to
coral orange to be soft and slightly
feminine without repelling a male
audience. Greens and red in food
convey freshness while the warm
yellow evokes goodness of baked
bread and the vitality of nutrient
statIonery
When Fall arrives I want to bake bread
and pies.
“”
5 5 5 D R U R Y L A N E , S A N D I E G O , C A 9 2 1 0 1
5 5 5 D R U R Y L A N E
S A N D I E G O , C A 9 2 1 0 1Mr. Charles Smith
Publix Super Markets
155 Johnny Mercer Blvd
Savannah, GA 31410
Hestia’s clean and bright
use of type, color,
paper and organization
give the stationery a
both professional and
personal correspondence
to clients and customers.
overview
5 5 5 D R U R Y L A N E , S A N DIE G O , C A 9 2 10 1
4.5”
2.25”
letterhead
The Hestia letterhead
consists of the logo,
placed in the left center
margin of the page, hand
corner, 4.5” from the top,
and the signature pattern
for the company in a
band across the bottom
of the page.
The body copy is
Gotham Light at 10 pt
and tinted at 70% grey.
The paragraph format for
the body copy is aligned
left with 14 pt leading.
envelope
The structure of this
envelope is designed
to fit a standard #10
envelope. The flap,
however is designed
with rounded corners
with the pattern
bleeding to the edge of
the flap.
The recipient address
information should
centered on the
envelope and styled
in Gotham Regular,
left justified and in
70% grey. Like the
body text for the
letterhead, the address
should be left aligned
and 14 pt leading.
Corporate address
information should be
set in 8 pt type, 10 pt
leading, flush left to
margin .25” from the left
edge of the envelope.
2.5”
.25”
Business Card
Hestia’s business cards
will be printed full
bleed front and back in
the standard 3 1/2 x 2
inch size with rounded
corners.
The text is set in 8pt
Gotham Regular with
the name and title set in
Gotham Medium, all with
9 pt leading, flush with
right margin.
All information begins on
a baseline set two inches
from the top of the card.
Corporate address and
personnel information
will be uppercase.
The back will contain
quotes or tips, which are
displayed in the division
pages of this booklet.
2”
3.5”
2”
PaCkaGInG
you don’t have to cook fancy
masterpieces, just good food from
fresh ingredients.
“”
Hestia’s signature pattern
is made up of the same
oval shape with points
that is seen in the logo.
Using a pattern was
inspired by apron
patterns from a popular
women’s clothing store
that is geared toward the
same target audience.
Using a pattern supports
the idea that Hestia
wants customers to
be chic but with the
domesticity of gradma’s
kitchen.
The pattern is not to be
scaled but should be
kept as is.
signature Pattern
The signature pattern is
used in the ingredient
labels in various
combinations of the
three main colors.
The label wraps around
the entire bottle with
a centered oval that
mimics the pattern.
Ingredient labels
brownsugar
NET WIT 10 OZ (.75LB)
vanillaextract NET WIT 6 OZ (.25LB)
flourNET WIT 320 OZ (2LB) 907 g
Labels will be placed on the lids of the
various ingredient jars in the shape of
the lid. This is the only time a circle
will be used instead of an oval in the
packaging labels.
Flour is packaged in a thin cotton bag
with a linen feel and sewn across the
top with the turquoise gree thread.
lid labels
Hestia’s logo appears on
the cookingware in the
form of a print or a tag.
On the pictured spatula,
the logo mark, apart
from the organization
name, will be laser
printed into the handle.
This is the only time the
mark will be seen alone.
Tags will maintain the
oval shape in labels and
be attached to items
with a plastic tag.
tag Usage
ProMotIon
Vegetables are a must on a diet. I
suggest carrot cake, zucchini bread, and
pumpkin pie.
“”
This baking starter
kit is intended to be
a promotional item
to be given at trade
shows and as a gift
to new stores that will
be carrying Hestia
goods. It includes most
of the nonperishable
ingredients and items
necessary to cook a
bundt cake.
Kit Includes:
• Bundt Pan
• Flour
• Brown Sugar
• Box of Recipes
• Vanilla Extract
• Spatula
• Whisk
Baking starter kit
Hestia’s will display
products in an attractive
way in grocery stores,
showing customers the
wide variety of products
that the company sells.
Point of Purchase
Happiness is homemade!
Hestia’s website provides
on online home for the
business and a place for
customers to learn more.
Website
HOME OUR PRODUCTS RECIPES IN-STORE Coupons OUR VALUES PRESS
Happiness is homemade.
on orders $75 or more*
JOIN OUR EMAIL LIST
GIVE US YOUR FEEDBACK
STORE LOCATOR
What’s New Fresh Ingredients We Give Back
Download 20% off yourpurchase of brown sugarand vanillaextract.
In Store Coupon We Give Back
Hestia will feature
advertisements across
a variety of medium,
including, but not limited
to, posters at bus stops.
This is an example of
an advertisement, for
purposes of placement
and feel. The photos
in advertisements will
fit the ethos of the
company and be of high
quality.
Heading text continues
to onlu be in Filosofia
but may be italicized, as
here. The sub text will be
Gotham Medium.
advertisements
ConClUsIon
Pure and simple, it doesn’t take much
more than that.“
”
This Design Manual is for the use of Hestia design
teams, agencies and our partners. In order to ensure
the success and consistency of our visual identity,
these standards should be applied everywhere the
Hestia logo appears.
Contact Information
For future information
regarding the Hestia
identity standards or
for questions about this
manual please contact:
T: (341) 567-8976
F: (341) 567-9988
555 Drury Lane
San Diego, CA 92101
www.hestiabaking.com