CBG Leafly GP Spreads Brand Guide
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LEAFLY.COM © 2015 Leafly Holdings Inc. All rights reserved CORPORATE BRAND STANDARDS Implementing the Leafly Brand in Communications WELCOME TO THANKS! LEAFLY 1 2 3 INTRODUCTION BRAND IDENTITY WHO WE ARE: OUR MISSION STATEMENT / VISION / VALUES / SPIRIT OUR VOICE WHAT WE ARE THE BIG IDEA THE PROMISE OUR PERSONALITY & STYLE OUR BUSINESS INSPIRATION VISUAL IDENTITY LOGO Overview Preferred Formats Incorrect Usage Icons & Usage Just Say Know Preferred Formats @Leafly Preferred Formats Usage & Examples COLOR Specifications Opacity Usage & Examples STRAIN TILES Specifications Chart WOOD Specifications Usage & Examples TYPOGRAPHY Primary Fonts Secondary Fonts Tertiary Fonts Usage & Examples Trademark Symbols, Copyright, & Attribution IMAGES Lifestyle Photography Standards & Examples Still Photography Standards & Examples Video Standards & Examples Web & App Social Media WRITTEN IDENTITY EDITORIAL & COPY LEAFLY CORPORATE BRAND GUIDE | 2015 05 C H A P T E R 1 CHAPTER 1 INTRODUCTION We are a brand with a specific purpose. Through our use of technology, application of creativity and creation of quality content, we take a historically stigmatized subject— cannabis—and elevate the conversation among consumers. All nuances of the Leafly brand—the way we talk, the way we look, the way we make people feel—fuels a powerful community-based movement. This “Brand Bible” lists and provides details on our Corporate Brand Standards. It’s what we live by in order to deliver a consistent, creative promise to the Leafly community. Momentum toward the inevitable repeal of prohibition will be fueled by education and understanding of this multi-faceted plant, as well as mainstream branding appeal. Leafly will lead this charge. INTRODUCTION LEAFLY CORPORATE BRAND GUIDE | 2015 07 2 CHAPTER 2 BRAND OUR MISSION STATEMENT Be the world’s most trusted guide for those looking to make informed decisions about cannabis. OUR VISION A global community that openly embraces legal cannabis and the accessibility that comes with it. OUR VALUES We are the leading authority on cannabis because of our depth of expertise. We realized very early on that we are working towards something much bigger than ourselves –we are literally part of history in the making. As we grow, we continually strive to find the most innovative ways to serve our customers and users. Toward that end, we work closely with experts in the scientific community for testing, measuring and analyzing new cannabis products. Our full-page ad in the New York Times is just one example of the knowledgeable and mature approach we apply to every aspect of our business. We take efficiency as seriously as we do innovation. We work smarter and faster, acting as a catalyst for change. We feel privileged to contribute toward efforts of positive change in legal and societal views of cannabis. We will remain at the forefront of delivering relevant information in the field of medical uses of cannabis. C H A P BRAND T E R We play to win. LEAFLY CORPORATE BRAND GUIDE | 2015 09 WE ARE THE LEADING AUTHORITY ON CANNABIS BECAUSE OF OUR DEPTH OF EXPERTISE WE’RE PURPOSEFUL ANDALWAYS PREPARED WE ARE CONSIDERED INNOVATORS Know Your Strain SATIVA, INDICA, HYBRID Euphoric Euphoric Uplifted Happy Creative Lazy Happy Uplifted Energetic Creative Uplifted Euphoric Happy Energetic Creative CONSISTENTLY METHODICAL CHAPTER 2 BRAND The language of Leafly is educational, conversational and clever. It’s smart without over-intellectualizing. It appreciates the knowledge of regular cannabis consumers and recognizes the learning curve of those new to cannabis. Leafly users find the content to be a good read—knowledge-based and sharable. LEAFLY CORPORATE BRAND GUIDE | 2015 23 ARTISTIC VIBRANT CENTERED AROUND PEOPLE FACES BASED ON AN ACTIVE EDUCATED LIFESTYLE WE ELEVATE THE CONVERSATION LEAFLY CORPORATE BRAND GUIDE | 2015 25 CHAPTER 2 BRAND Know your cannabis. Know your strains. Know where to buy and what to look for. Know when to plant. Know how to educate, and when to learn. Appreciate knowing. Know your responsibilities as a medical or casual consumer. . LEAFLY CORPORATE BRAND GUIDE | 2015 27 CHAPTER 2 BRAND Our efforts will support and complement the reality of cannabis use by people in all walks of life: patients and professionals, athletes and artists. Our content—our knowledge—will educate and empower cannabis consumers. They’ll learn about new strains, search reviews of strains to find what’s best for their lifestyles—recreationally or medically—locate neighborhood collectives and dispensaries and, most important, connect with other members of the cannabis community to share their experiences. LEAFLY CORPORATE BRAND GUIDE | 2015 29 CHAPTER 2 BRAND Open-minded, knowledgeable and personable. Forward-thinking and always evolving. Optimistic and emotional. Engaging and active. These are the characteristics of Leafly, inspired by the cannabis community with which we interact. This community is what gives us our sense of purpose and motivates us each day. Spirited and youthful in our actions and mindset, we transcend age and are not bound by prescribed notions of demographics or psychographics. We respect and celebrate the differences among us. LEAFLY CORPORATE BRAND GUIDE | 2015 31 SXSW TESLA HBO UBER PATAGONIA METHOD SOAP TRENDSETTER INNOVATIVE INFORMATIVE ENGAGING PROGRESSIVE NATURAL CHAPTER 2 BRAND Leafly’s web and app platforms saw over 41 million visits last year by cannabis enthusiasts. Our audience is booming. Compared to the last three years combined, in 2014 our… * * * * Web/app visits increased 120% Mobile app downloads increased 100% Registered Leafly account users increased 372% Social audience increased 900% UNIQUE: 75% of Leafly users do not have another cannabis app on their phone. GEO-TARGETED: Advertise locally or in all 50 states, Canada & Europe. TAILORED: Market to cannabis consumers or B2B to the industry. CUSTOM: Content-forward native advertising to drive SEO and align partners with one of the most trusted brands in the cannabis industry. IF LEAFLY WERE A Tech Company UBER – User experience, redefining a business, fantastic customer service. * A Consumer Product Tesla – Innovative, disruptive, clean, quality, fast, threat to established industries. Method Soap – Natural, progressive. * * An Element of Pop Culture HBO – Informative, disruptive, engaging. SXSW – Interactive, music, growth. * * A Fashion Brand Patagonia – Active, lifestyle focused. Converse/Vans – For everyone, not elitist/exclusive, familiar, supportive. * * LEAFLY CORPORATE BRAND GUIDE | 2015 33 C H A P 3 T E CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO OVERVIEW The position of a logo. The boldness of a typeface. The right shade of purple. Photographic treatments. Language and graphics and layout. These design elements are important individually, of course. Together though, they create a powerful statement in defining the identity of a brand. That each component be used properly ensures consistent brand recognition in the marketplace. R IDENTITY LEAFLY CORPORATE BRAND GUIDE | 2015 35 CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO PREFERRED FORMATS VISUAL IDENTITY LOGO PREFERRED FORMATS CHAPTER 3 IDENTITY FULL COLOR LOGO Together, our symbol and the wordmark make the Leafly Logo. Beyond photos and ad copy, the Leafly logo is what catches the eye. It first and foremost tells the reader the communication is from and about Leafly. Since the Leafly logo is so integral to our identity, its usage must be consistent and in authorized formats only. Wherever it is placed, it is essential that enough “negative space” exists around the logo to give it prominence and avoid a cluttered design. PREFERRED SMALL SIZE FORMAT FILE TYPES: .eps, .jpg, .png For Windows / OSX FULL COLOR LOGO: Spot Coated Inks Leafly-full-color Leafly-com-full-color FULL COLOR NO TAG LINE: Leafly-full-color-no-tagline Leafly-com-full-color-no-tagline 36 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 37 CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO PREFERRED FORMATS ONE-COLOR LOGO BLACK 38 VISUAL IDENTITY LOGO PREFERRED FORMATS ONE-COLOR LOGO WHITE PREFERRED SMALL SIZE FORMAT PREFERRED SMALL SIZE FORMAT 1-COLOR LOGO BLACK: Leafly-black leafly-com-black 1-COLOR LOGO WHITE: leafly-white leafly-com-white 1-COLOR BLACK NO TAG LINE: Leafly-black-no-tagline Leafly-com-black-no-tagline 1-COLOR WHITE NO TAG LINE: Leafly-white-no-tagline Leafly-com-white-no-tagline NOTE: One color logo used for photocopies, fax and b/w newsprint. On light backgrounds use the 1-color black options. NOTE: On dark backgrounds use the 1-color white options. LEAFLY CORPORATE BRAND GUIDE | 2015 CHAPTER 3 IDENTITY LEAFLY CORPORATE BRAND GUIDE | 2015 39 CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO INCORRECT USAGE VISUAL IDENTITY LOGO INCORRECT USAGE CHAPTER 3 IDENTITY The logo may be used only with the registration mark. The ® symbol must always be used with the logo; do not add the ® symbol to the tile symbol as well. If using the tile symbol alone, be certain to size it proportionately to the page. For example, if the space is 12 inches by 12 inches, the tile symbol must occupy at least 1 square inch. 40 LEAFLY CORPORATE BRAND GUIDE | 2015 DO NOT USE THE WORDMARK WITHOUT THE TILE SYMBOL DO NOT STACK THE TILE SYMBOL ON TOP OF THE WORDMARK DO NOT PLACE THE TILE SYMBOL AFTER THE WORDMARK DO NOT USE THE LOGO W/O THE REGISTERED MARK LEAFLY CORPORATE BRAND GUIDE | 2015 41 CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO ICONS & USAGE CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO ICONS & USAGE USAGE OF ICONS The icon cannot be elongated, separated with a stroke or bordered by different colors. There may not be any change in orientation for either the icon or logo. CORRECT USAGE OF THE ICON DO NOT CHANGE THE ORIENTATION OF COLORS OF THE ICON DO NOT STRETCH OR DISTORT THE ICON DO NOT STROKE THE GRAPHIC SHAPES OF ICON IN COLOR ACCEPTABLE VIDEO ICON USAGE 42 LEAFLY CORPORATE BRAND GUIDE | 2015 ICON IN COLOR PLACED BOTTOM RIGHT OF VIDEO INCORRECT USAGE: BOTTOM LEFT OF VIDEO INCORRECT USAGE: TOP LEFT OF VIDEO INCORRECT USAGE: TOP RIGHT OF VIDEO LEAFLY CORPORATE BRAND GUIDE | 2015 43 CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO JUST SAY KNOW PREFERRED FORMATS CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO JUST SAY KNOW PREFERRED FORMATS In this combination, logo must always be on left of the page with just say know Lockup and social icons to the right. LEAFLY LOGO JUST SAY KNOW LOCKUP COLOR ™ ™ LEAFLY LOGO JUST SAY KNOW LOCKUP 1-COLOR BLACK If layout is vertical where height of layout is much larger than width, this combination may be used to match the defined vertical space better. ™ In this combination, logo must always be on left of the page and social icons and just say know to the right. LEAFLY LOGO JUST SAY KNOW LOCKUP 1-COLOR WHITE 46 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 47 CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO JUST SAY KNOW PREFERRED FORMATS #JUST SAY KNOW LOCKUP TREATMENT FOR BRANDING AND GRAPHICS IN ONE LINE ALL CAPS - LEFT JUSTIFIED IN ONE LINE - RIGHT JUSTIFIED 48 LEAFLY CORPORATE BRAND GUIDE | 2015 CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO JUST SAY KNOW PREFERRED FORMATS JUST SAY KNOW TM STACKED LOCKUP TREATMENT FOR BRANDING AND GRAPHICS STACKED - RIGHT JUSTIFIED STACKED - LEFT JUSTIFIED LEAFLY CORPORATE BRAND GUIDE | 2015 49 CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO JUST SAY KNOW PREFERRED FORMATS #JUST SAY KNOW LOCKUP TREATMENT FOR WEB & SOCIAL MEDIA IN ONE LINE TITLE CASE MUSEO 700 WEIGHT - LEFT JUSTIFIED CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO @LEAFLY PREFERRED FORMATS Below is the @Leafly lockup with social media icons. PLEASE NOTE: Do not use the same type treatment of “leafly” in leafly logo. @Leafly type treatment is considered straight type and is not an icon lockup. is @ LEAFLY In this combination, logo must always be on left of the page and social icons and just say know to the right. 50 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 51 CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO USAGE & EXAMPLES VISUAL IDENTITY LOGO USAGE & EXAMPLES CHAPTER 3 IDENTITY Place the Leafly logo at the top left corner of a printed page. A secondary placement may be the bottom right corner. Its placement and size must be legible, surrounded by enough white space so as not to appear crowded—the logo must always be prominent. If the background is a complex design, use the black-only or white-only knockout logo variations, and consider additional placements of the logo. When the medium is primarily black and white (e.g., fax; b/w copy) use the black-only knockout logo. 52 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 53 CHAPTER 3 IDENTITY VISUAL IDENTITY COLOR SPECIFICATIONS CHAPTER 3 IDENTITY VISUAL IDENTITY COLOR SPECIFICATIONS PANTONE INKS CMYK RGB Color often sets the tone for a brand—think Tiffany’s robin’s egg blue or Hermes’ orange—and becomes as recognizable as a brand’s logo. The Leafly colors may never be manipulated or converted if they are used in a spot-color process. If colors must be converted to CMYK or RGB, the numeric breakdown of each color swatch must respect the uniformity of the brand. PMS 7658C 57/89/37/22 109/51/94 PMS 173C 12/87/100/2 211/71/39 PMS 368C 58/2/100/0 119/188/31 PMS 7533C 53/63/76/56 73/55/40 NOTE: Please refer to a Pantone® book for final color on press. Laser output and on-screen color do not necessarily represent true Pantone, CMYK, or RGB color values. 54 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 55 COLOR OPACITY 100% 100% 100% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 90% 80% 70% 60% 50% 40% 30% 20% 10% 90% 80% 70% 60% 50% 40% 30% 20% 10% 90% 80% 70% 60% 50% 40% 30% 20% 10% CHAPTER 3 IDENTITY VISUAL IDENTITY COLOR USAGE VISUAL IDENTITY COLOR USAGE CHAPTER 3 IDENTITY In typography and layout, colors can be used in a solid state or bleed in a screened opacity. As long as the Leafly brand colors are used, the opacity can be screened in a variety of percentages to create an overall bleed. 58 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 59 CHAPTER 3 IDENTITY VISUAL IDENTITY STRAIN TILES SPECIFICATIONS CHAPTER 3 IDENTITY VISUAL IDENTITY STRAIN TILES SPECIFICATIONS STANDARD TILE SPECIFICATION 216px by 260px 12 pt Corner Radius Strict usage of Strain Tiles maintains the brand’s message and is central to how cannabis information is communicated on Leafly and its various mediums. When resizing Strain Tiles please keep the proportions intact as shown in the specifications listed here. TOP TEN RECOMMENDED TILES FOR USE IN GRAPHICS MUSEO SANS 300 WEIGHT MUSEO SANS 900 WEIGHT MUSEO SANS 300 WEIGHT NOTE: Please refer to a Pantone® book for final color on press. Laser output and on-screen color do not necessarily represent true Pantone, CMYK, or RGB color values. 60 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 61 CHAPTER 3 IDENTITY VISUAL IDENTITY STRAIN TILES CHART Indica Indica Indica The Leafly strain database allows you to search by health uses, effects, attributes, flavors and more. Bk Gdp Nl Bubba Kush Granddaddy Purple Indica Indica Northern Lights Indica Indica Indica Indica Indica Hybrid Indica Hybrid Hybrid Hybrid Hybrid Hybrid Hybrid Sativa Sativa La Bbk Hk Bd Ogk Ww Tw Pd Pex Hb Lh Purple Kush LA Confidential Indica Indica Mr G-13 Indica Grape Ape Indica Blackberry Kush Indica Indica Hindu Kush Indica Blue Dream Hybrid OG Kush Hybrid White Widow Hybrid Trainwreck Hybrid Hybrid Big Bud Indica Blueberry Kush Indica Purple Urkle Indica Romulan Indica Tahoe OG Indica Banana Kush Indica God’s Gift Chemdawg Hybrid Indica Master Kush Hybrid Blueberry Hybrid Super Lemon Haze Hybrid Indica Pineapple Express Hybrid Vanilla Kush Indica Strawberry Kush Indica Kosher Kush Indica Critical Mass Indica Platinum OG Indica Platinum Kush Indica Afgoo Hybrid Girl Scout Cookies Hybrid Lemon Kush Hybrid NYC Diesel Hybrid Xj-13 Hybrid Ds Van Stk Kos Cm Plt Plk Afo Gsc Lk Nyc Bg Death Star Purple Diesel Bubble Gum Hybrid Headband Hybrid Bb Blk Pu Rom Tog Bak God Cd Mks Bry Slh X13 Wr Mr. Nice Indica Afghan Kush Indica Sativa Sd Sour Diesel Pk Sky Afk G13 Ga Skywalker CHAPTER 3 IDENTITY VISUAL IDENTITY STRAIN TILES CHART White Rhino Hybrid Strawberry Cough Sativa Durban Poison Sativa Sc Km Maui Waui Sativa H Kali Mist Sativa Hybrid Harlequin Hybrid Grapefruit Sativa Haze Sativa Amnesia Haze Sativa Sativa Super Sour Diesel Sativa Vortex Sativa Purple Haze Sativa Skunk #1 Sativa Ssd Chc Slv Dt Har Grf Amh Vor Arj Dutch Treat Sativa Jh Jack Herer Sativa Sativa Ss Super Silver Haze Sativa Dp Mw Ph Sk1 Aca Lb Lemon Haze Sativa Sativa Sativa Chocolope Sativa Sativa Sativa Lamb’s Bread Sativa Hs Mob Hawaiian Snow Sativa Moby Dick Sativa Tg Pan Eas Ddg Arjan’s Strawberry Haze Sativa Silver Haze Acapulco Gold Tangie Sativa Pandora’s Box Sativa East Coast Sour Diesel Sativa Dutch Dragon Sativa Sen Afg Bbr Pok Pur Pwr Kin C99 Ok 100 Cck Fog Pak Whr Hhz Jg Vdo Bkd Iss Caj Sns Bhz Afghani Sensi Star Indica Indica Blackberry Indica Purple OG Kush Pure Kush Indica Indica Purple Wreck King Kush Hybrid Indica Cinderella 99 Hybrid Orange Kush Hybrid $100 OG Hybrid Cotton Candy Kush Hybrid Fire OG Hybrid Pineapple Kush Hybrid White Russian Sativa Hawaiian Sativa Jean Guy Sativa Voodoo Black Diesel Island Sweet Skunk Candy Jack Sage N Sour Brainstorm Haze Sativa Hp Bry Cq Dia Mk Mgo Ago Ls Ppp Tng Ptw Sog St Cah Pam Lgb Jp Hash Plant Indica Blueberry Cheese Quake 62 MK Ultra Mango Agent Orange Lemon Skunk Pure Power Plant Tangerine Dream Pineapple Trainwreck Sour OG Sweet Tooth Cannalope Haze Panama Red Laughing Buddha Jamaican Indica Adg Tru Alien Dawg Diablo True OG LEAFLY CORPORATE BRAND GUIDE | 2015 THREE CATEGORIES OF C ANNABIS S TRAINS: INDICA Relaxing and mellow, indica effects are commonly preferred for evening use. HYBRID Most strains are indica- or sativa-dominant hybrids that yield “best of both worlds” effects. SATIVA Uplifting and stimulating, energizing sativa effects are commonly preferred for daytime use. LEAFLY CORPORATE BRAND GUIDE | 2015 63 CHAPTER 3 IDENTITY VISUAL IDENTITY WOOD SPECIFICATIONS VISUAL IDENTITY WOOD USAGE & EXAMPLES CHAPTER 3 IDENTITY ONLY WHITE TYPE MUSEO 900 WEIGHT IN UPPER CASE MUST BE UTILIZED ON WOOD TEXTURE OPTION: WOOD TEXTURE MAY ONLY BE PLACED INTO TYPE MUSEO 900 WEIGHT IN UPPER CASE FULL COLOR LEAFLY LOGO PERMISSIBLE OVER WOOD TEXTURE KNOCKED OUT WHITE LEAFLY LOGO PERMISSIBLE OVER WOOD TEXTURE The introduction of wood as a design element adds a nuanced maturity to the brand. Its use should be limited as an accent, never to dominate the Leafly logo or other brand imagery. 64 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 65 CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY PRIMARY FONTS VISUAL IDENTITY TYPOGRAPHY PRIMARY FONTS CHAPTER 3 IDENTITY MUSEO SANS MUSEO SANS 100 Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SANS 500 ITALIC Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 Museo Sans is a full-featured, highly legible sans serif font family designed by Jos Buivenga. Museo Sans sports a familiar look and is based on the popular Museo serif typeface family. Museo Sans has a sturdy, low contrast, geometric design style that works well in both text and display sizes. MUSEO SANS 100 ITALIC Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SANS 700 Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 Museo Sans is by: exljbris Font Foundry www.exljbris.com/museosans MUSEO SANS 300 Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SANS 700 ITALIC Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SANS 300 ITALIC Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SANS 900 Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SANS 500 Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SANS 900 ITALIC Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 NOTE: Typography is a key element to communicate a unified personality for Leafly. We have selected MUSEO SANS as the Leafly font. 66 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 67 CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY SECONDARY FONTS VISUAL IDENTITY TYPOGRAPHY SECONDARY FONTS CHAPTER 3 IDENTITY MUSEO SLAB Museo Slab is the slab-serif companion to Museo Sans. It was designed by Dutch typeface designer Jos Buivenga and released through the exljbris Font Foundry in 2009. The original Museo has semi-slab serifs but Museo Slab is a full-on slab serif. Museo Sans is by: exljbris Font Foundry www.exljbris.com/museoslab 68 LEAFLY CORPORATE BRAND GUIDE | 2015 MUSEO SLAB 100 Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SLAB 700 Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SLAB 100 ITALIC Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SLAB 700 ITALIC Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SLAB 300 Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SLAB 900 Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SLAB 300 ITALIC Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SLAB 900 ITALIC Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SLAB 500 Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SLAB 1000 Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SLAB 500 ITALIC Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 MUSEO SLAB 1000 ITALIC Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 LEAFLY CORPORATE BRAND GUIDE | 2015 69 CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY TERTIARY FONTS VISUAL IDENTITY TYPOGRAPHY TERTIARY FONTS CHAPTER 3 IDENTITY Interstate is a digital typeface designed by Tobias Frere-Jones in the period 1993–1999, and licensed by Font Bureau. The typeface is closely related to the FHWA Series fonts, a signage alphabet drawn for the United States Federal Highway Administration in 1949. Interstate is by: exljbris Font Foundry www.fontbureau.com/fonts/Interstate 70 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 71 CHAPTER 3 IDENTITY 72 VISUAL IDENTITY TYPOGRAPHY TERTIARY FONTS VISUAL IDENTITY TYPOGRAPHY TERTIARY FONTS INTERSTATE MONO INTERSTATE COND MONO INTERSTATE PLUS INTERSTATE MONO REGULAR Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 INTERSTATE COND MONO REGULAR Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 INTERSTATE PLUS LIGHT AaBbCcDdEeFfEeGgHhIiJjKkLlMmNnOoPpQqRr Tt Uu Vv Ww Xx Yy Zz 1234567890 INTERSTATE MONO BOLD Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 INTERSTATE COND MONO BOLD Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 INTERSTATE PLUS REGULAR Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 INTERSTATE MONO BLK Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 INTERSTATE COND MONO BLK Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 INTERSTATE PLUS MEDIUM Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 INTERSTATE MONO LGT Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 INTERSTATE COND MONO LGT Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz 1234567890 LEAFLY CORPORATE BRAND GUIDE | 2015 CHAPTER 3 IDENTITY LEAFLY CORPORATE BRAND GUIDE | 2015 73 CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY USAGE & EXAMPLES VISUAL IDENTITY TYPOGRAPHY USAGE & EXAMPLES K N O W Y O CHAPTER 3 IDENTITY Type is used to accompany an image, or it may be treated softly as a graphic element. U R S T R A I N 74 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 75 CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY TRADEMARK SYMBOLS, COPYRIGHT CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY TRADEMARK SYMBOLS, COPYRIGHT REGISTERED TRADEMARK SYMBOL Only when the logotype is used in extreme font sizes will the ® need to be adjusted proportionally. It should be legible and prominent without being intrusive. Leafly’s trademarks include the Leafly word mark, the Leafly logo, the Just Say Know tagline and the Leafly strain tile design marks as well the purple, green and rusty maroon trade dress. The Leafly word mark and logo are registered with the United States Patent and Trademark Office as well as other national and regional trademark registries and the ® symbol should be used as a superscript adjacent to the marks. Other company marks, such as the Just Say Know tagline and the Leafly strain tiles, should be accompanied by the ™ symbol, signifying our ownership of the brands; because these are not yet widely registered in the United States and internationally, the ® symbol should not be used next to these marks. WHEN REPRODUCING THE LEAFLY TILES, PLACE THE ™ SYMBOL NEAR THE LOWER RIGHT CORNER. IF GROUPING TILES TOGETHER, ONLY ONE ™ SYMBOL IS NECESSARY. THERE ARE THREE WAYS TO GIVE NOTICE THAT A MARK IS REGISTERED WITH THE UNITED STATES PATENT & TRADEMARK OFFICE (“PTO”): Use the symbol, “®,” Use the legend, “Registered, U.S. Patent and Trademark Office,” or Use the abbreviation, “Reg. U.S. Pat. & Tm. Off.” USAGE: 76 LEAFLY CORPORATE BRAND GUIDE | 2015 CORRECT To find out more visit the Leafly® website. CORRECT Follow us on the Leafly® service. CORRECT Check out our brand page on the Leafly® service. INCORRECT To find out more visit Leafly’s website. LEAFLY CORPORATE BRAND GUIDE | 2015 77 IMAGES CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE LIFESTYLE PHOTOGRAPHY STANDARDS & EXAMPLES Our brand style is relaxed. It is an extension of who we are and how we live. It emulates our sensibilities, especially that of judgment-free living. It speaks to our culture of sharing information, and sharing in the achievements of the Leafly community. Design, photography and moving imagery are natural in their layout. It is about capturing moments rather than staging a scene, or manipulating a pose. In this way no two images will be alike. 80 LEAFLY CORPORATE BRAND GUIDE | 2015 CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE PHOTOGRAPHY STANDARDS & EXAMPLES VISUAL IDENTITY IMAGE PHOTOGRAPHY STANDARDS & EXAMPLES CHAPTER 3 IDENTITY BLACK AND WHITE PHOTOGRAPHY Without so much as a single letter, photography tells the Leafly story and defines our brand. With copy, the message is even more impactful, as the imagery compels the viewer to learn more, to connect with the brand…to know Leafly in a single glance. Lifestyle photography captures the spirit of the brand. This style emulates real life moments. The lighting is natural, the setting is atmospheric rather than studio-based, and the mood is casual. Hard edges, sharp contrasts and grainy tones are discouraged. Appealing to many, the image is interpreted differently by the individual. The Leafly story becomes ours. Each of us would want to write the next chapter. COLOR PHOTOGRAPHY 84 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 85 CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE STILL PHOTOGRAPHY STANDARDS & EXAMPLES In the absence of any words or design treatments, still photography speaks to Leafly’s clean, fresh and relaxed look. The imagery conveys a real-life story. The photos are enticing, textured, and synonymous with Leafly. 86 LEAFLY CORPORATE BRAND GUIDE | 2015 CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE VIDEO STANDARDS & EXAMPLES VISUAL IDENTITY IMAGE VIDEO STANDARDS & EXAMPLES CHAPTER 3 IDENTITY GUIDELINES These guidelines are to help in the production of video that maintains brand consistency. Video is becoming as ubiquitous as still photography and is increasingly used to share content through strong brand representation. TECHNICAL SPECIFICATIONS FOR VIDEO ASPECT RATIOS Videos should always be shot in 16:9 widescreen or 4:3 standard. As with all Leafly marketing and communication pieces, videos are styled and scripted according to Leafly brand standards. Visuals have an authentic look rather than appearing staged. Think professional but not extremely polished. The tone is informative but deviates from being staid. Images have a cinematic quality with subtle color variations to achieve contrast. The look evokes a friendly, knowledgeable brand. Exterior scenes can be made warmer with a film wash that adds a glow. The finished piece should give the viewer a feeling for the Leafly brand story. Staying current with adaptations of digital film technology further adds to the quality of our content. Leafly users will be encouraged to share content through their social media networks. FORMAT / VIDEO QUALITY It is recommended using High Definition quality (720p/1080p). High Resolution videos can easily be compressed for lower bandwidth. Some typical examples of good quality dimensions for video production are: 1920 x 1080 for Blu-ray 720 x 573 for DVD 640 x 480 for streaming (standard 4:3) 640 x 360 for streaming (widescreen 16:9) LEGAL REQUIREMENTS AND PERMISSIONS Consider all rights permissions prior to filming: Consent to be filmed Anyone featured in video needs to have provided written consent, and it must be clear that they understand the purpose and use of the film. Consent can be given “on camera” by groups or individuals so long as the video will not be edited and risk that consent being lost. People who appear in the filming but are “background” do not need to provide written consent, but they should be made aware that they may appear on camera so as to have the option not to be included. Permission to film Filming on private property requires permission from the property owner. If filming occurs on public property then no official permission is needed if filming and crew are not causing an obstruction to sidewalks or doorways. Copyright Check for permission to use images and music. Failure to do so can result in costly fines for breach of copyright. Images A variety of brand images are available from our image library. Images used in video must be approved and usage licenses are required and must be purchased. Music Royalty free, custom or stock music are available. Music used in video must be approved and usage licenses are required and must be purchased. 88 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 89 CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE VIDEO STANDARDS & EXAMPLES The brand message conveyed through our videos depends on the intended use. Film seminars and lectures, for example, should be conveyed in an educational style. Marketing and special events programming need to create an emotional connection with the viewers. 90 LEAFLY CORPORATE BRAND GUIDE | 2015 VISUAL IDENTITY IMAGE VIDEO STANDARDS & EXAMPLES CHAPTER 3 IDENTITY GENERAL CATEGORIES OF VIDEOS Seminars and Lectures—Recordings of presentations to be shown to those who could not attend the live event Practicals and Demonstrations—Used as supplements to face-to-face teaching Tutorials—For remote learning sessions Marketing and Promotional Videos—Events, ceremonies and ad campaigns LEAFLY CORPORATE BRAND GUIDE | 2015 91 CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE WEB & APP VISUAL IDENTITY IMAGE WEB & APP CHAPTER 3 IDENTITY RESPONSIVE DESIGN Responsive designs adapt to different screen sizes to provide a presentation that is suitable for different types of devices such as mobile phones or tablets. The Responsive Design View makes it easy to see how a website or web app will look on different screen sizes. WEB CONTENT Leafly.com is where consumers find information about cannabis strains and product information, details about dispensaries and recreational shops, and cannabis news and culture content. Consumers also contribute ratings and reviews of strains, and connect with one another. The approach of the Leafly website is mainstream, avoids common stereotypes associated with cannabis culture, and maintains our brand voice through its design and language. It was built to be responsive and adaptable to multiple and emerging markets, is mobile compatible, and is defined by a forward-thinking design. APP CONTENT The Leafly app is available as a native application for both iOS and Android devices. Content on the app includes all of the extensive Leafly data available via Leafly.com, and it can be personalized to a consumer’s preferences and geographic location. Bringing the same design-forward thinking that carries throughout all of Leafly marketing and branding into the app has culminated in an award-winning experience for mobile devices. 92 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 93 CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE WEB & APP CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE WEB & APP HOME PAGE BANNER LANDING PAGE EMAIL BLAST This section highlights some key components of Leafly’s web and app properties. The layout of these screens has to deliver information in a very clear and consistent way by using typography, iconography, color and content to keep Leafly users engaged, informed and coming back. The overall Leafly brand experience must always be apparent to the user, no matter which screen they view it from and whatever the context may be. BUTTONS 94 LEAFLY CORPORATE BRAND GUIDE | 2015 LEAFLY CORPORATE BRAND GUIDE | 2015 95 CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE WEB & APP CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE WEB & APP INSTAGRAM Social Media is different. Above all else, brands with successful social media programs use these platforms as a conduit to be honest and transparent with their audiences. While nuances exist, each platform shares the goal of delivering compelling, sharable content. Social media is also a two-way dialogue and a powerful mechanism for gaining audience insights, as users can, and will respond to each piece of content placed in front of them. For this reason, social media requires a commitment to listening and responding in real-time in an authentic, friendly way. Powerful analytics tools now exist to measure the response to content delivered on social media, and should be utilized to quickly assess and pivot based on audience reaction. Content should be specifically developed with widespread sharing and virality in mind. Increasingly, social media is shown to be an effective paid channel to drive conversion. However, caution should be taken to integrate paid in an elegant fashion that voids alienating audience or decreasing engagement. Photos and videos for Leafly’s social channels should be far more casual than those for print/ OOH. Social media is not a place to repurpose banner or magazine ads or television commercials. 96 LEAFLY CORPORATE BRAND GUIDE | 2015 FACEBOOK TWITTER GOOGLE+ PINTEREST TUMBLER YOUTUBE LEAFLY CORPORATE BRAND GUIDE | 2015 97 CHAPTER 3 IDENTITY WRITTEN IDENTITY EDITORIAL & COPY What we write complements what we say, what we photograph—what we mean. Our language is direct and authoritative, but avoids being commanding. It’s conversational, clever, even witty at times, and is crafted with emotion. Without imagery or logo, editorial content is still identified as coming from Leafly. WELCOME 98 LEAFLY CORPORATE BRAND GUIDE | 2015 THANKS!
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