Nutrafin Branding Guide

Transcription

BRAND IDENTITY STANDARDS
Designer’s Style Guide
0.1
1.1
1.2
2.1
Table of Contents
Introduction
Brand Categories
The NUTRAFIN Logo
2.1.1
2.1.2
2.1.3
2.1.4
2.1.5
The NUTRAFIN Logo Colour Versions
Clear Space Area
NUTRAFIN Product Identity Logos
Combined NUTRAFIN Trademarks
Improper Usage
2.2 The NUTRAFIN Colours
2.2.1
2.2.2
2.2.3
2.2.4
Colour Coding System – Food
Colour Coding System – Water Care
Colour Coding System – Test Kits
Colour Coding System – Accessories
2.3 The Visual Grid
2.4 Focus Circles
2.5 Primary Typeface
2.5.1
3.1 Cylinder Containers
3.1.1
3.1.2
3.1.3
3.1.4 3.1.5
NUTRAFIN MAX Fish Food – Layout – Front
NUTRAFIN Water Care – Layout – Front
Cylinder Containers – Layout – Back
Cylinder Containers – Layout – Back – Small Labels
Cylinder Containers – Fish Image
4.1 Test Kits
4.1.1
4.1.2
4.1.3
4.1.4
NUTRAFIN Test Kits – Layout – Front
NUTRAFIN Test Kits – Layout – Back
NUTRAFIN Test Kits – Fish Image
NUTRAFIN Test Kits – Layout
5.1 NUTRAFIN Accessories
5.1.1
5.1.2
5.2.1
5.2.2
NUTRAFIN Feeder Accessories – Layout – Front
NUTRAFIN Feeder Accessories – Layout
NUTRAFIN Natural Plant System – Layout – Front
NUTRAFIN Natural Plant System – Layout
Secondary Typeface
0.1 Table of Contents
All of the world’s successful brands have a clear and consistent brand
identity. Whether this is underpinned through colour, iconography,
or typography, it results in something which is recognizable and
reassuring to the consumer.
The standards outlined here offer
clear instructions on how to use basic visual elements
in NUTRAFIN branded products.
The new unique and distinctive brand identity for NUTRAFIN is a
visual look and feel grounded in the new packaging design for the
brand and based around four key cornerstones - the brand mark, the
supporting graphics, the colour palette, and the typographic style
outlined in the following pages.
The standards outlined here offer clear instructions on how to
use basic visual elements in NUTRAFIN branded materials. This
is intended as a guide. As such, one should use it to help make
decisions regarding use of the brand mark, graphics, colours,
typefaces, and layouts. Since no style guide can anticipate all types
of communications to be developed for NUTRAFIN, one must use best
judgement and rely on the examples presented here.
1.1 Introduction
BRAND CATEGORIES
FISH FOOD
NUTRAFIN MAX
FRESHWATER
WATER CARE
NUTRAFIN BASIX*
FRESHWATER
• Tropical Fish Flakes
• Staple Food for Fry
• Small Tropical Fish Micro Granules
• Staple Food
• Medium Tropical Fish Pellets
• Staple Tablet Food
NUTRAFIN
TAP WATER CONDITIONERS
• Aqua Plus
• Chlor-X-Change
• Betta Plus
• Tropical Extracts
• Staple Pellets
• Marine Granules
• Marine Flakes
SPECIES SPECIFIC
SPECIALTY
• Spirulina Flakes
• Colour Enhancing Flakes
• Goldfish Floating Pellets
• Betta Food
• Cichlid Food
• Spirulina Meal Tablets
• Cichlid Floating Pellets
• Predator Sticks
• Brine Shrimp Flakes Formula
+ Freeze Dried Brine Shrimp
• Baby Fish Formula
• Turtle Snack Freeze Dried Gammarus
SPECIALTY
• Goldfish Flakes
• Colour Enhancing Pellets
• Colour Enhancing & Wheat Germ Meal Pellet Mix
AUTOMATIC FEEDERS
• Ammonia Test Kit for Freshwater
• NutraMatic 2X
• Nutrafin Pro Feed
• Ammonia Test Kit for Fresh and Saltwater
• Calcium Test Kit
FEEDING RING
• Iron Test Kit
• Master Test Kit
VACATION FOOD BLOCKS
• Nitrate Test Kit
ORGANIC WASTE ELIMINATOR
• Waste Control
• Nitrite Test Kit
NEUTRALIZER BLOCKS
• pH Low Range Test Kit For Freshwater
• Turtle Conditioner
• pH High Range Test Kit For Freshwater and
Saltwater
pH & HARDNESS ADJUSTERS
• KH Booster
• pH Adjust Up
• pH Adjust Down
• African Cichlid Conditioner
• pH Wide Range Test Kit For Freshwater
and Saltwater
NATURAL CO2 SYSTEM & REFILLS
• CO2 Natural Plant System
• CO2 Natural Plant System Refill Pack
• CO2 Natural Plant System Bubble Counter
• Phosphate Test Kit
AQUATIC PLANT NUTRIENTS
• Plant Gro
• Plant Gro Fertilizer Sticks
AQUARIUM SALT
FISH BAGS
• Mysis Shrimp
• Blood Worms
• Tubifex Worms
GOLDFISH
NUTRAFIN
• Turtle Gammarus Floating Pellets
• Flakes with Freeze Dried Mysis Shrimp
• Flakes + Freeze Dried Tubifex Worms
and Earthworm Meal
TEST KITS
ACCESSORIES
• Mini Master Test Kit
• Betta Pellets
• Sinking Pellets with Krill and Shrimp Meal
• Bottom Feeder Sinking Food Tablets
• Cycle
• Goldfish Food
• Goldfish Pellets
NUTRAFIN
• Carbonate and Total Hardness Test Kit
BIOLOGICAL SUPPLEMENT
MARINE
WATER ANALYSIS
TURTLE BOWL CONDITIONER
• Turtle Clean
* Not part of brand revitalization at this time
GOLDFISH CONDITIONERS
• Fish Bowl Cleaner
• Goldfish Plus
• Goldfish Bowl Conditioner
• Sinking Pellets
WATER CLARIFIERS
SPECIES SPECIFIC
• Betta Colour Enhancing Flakes
• Clear Fast
• Bio-Clear
• Livebearer Flakes + Freeze Dried Tubifex Worms
• Discus Sinking Granules
• Cichlid Spirulina Meal Sticks
• Cichlid Sinking Granules
• Pleco Logs
TURTLE
• Gammarus Shrimp Pellets
1.2 Brand Categories
THE NUTRAFIN LOGO
The NUTRAFIN logo is the primary visual representation of
the brand and should accompany all product communications.
This section outlines the standards for using the logo, both by
itself and in conjunction with product identity logos.
The NUTRAFIN logo was created with great care and precision
and must never be recreated, altered, or distorted in any way.
2.1 The NUTRAFIN Logo
THE NUTRAFIN LOGO COLOUR VERSIONS
There are four colour versions of the NUTRAFIN logo; full-colour, singlecolour positive, single-colour black, single-colour reverse on black.
Figure 1. The NUTRAFIN Full-colour Logo
Figure 2. The NUTRAFIN Single-colour Logo
The Full-Colour Logo
The full-colour logo shown in Figure 1 should be used on all
applications whenever possible. The NUTRAFIN logo is reversed out and
ideally accentuated with a drop shadow. If the drop shadow results in
unappealing artwork, it may be removed. The preferred background is
the NUTRAFIN gradation (see 2.3 The Visual Grid), or The NUTRAFIN
Blue (see 2.2 The NUTRAFIN Colours).
The Single-Colour Logo
The single-colour logo shown in Figure 2 should only be used when it
is inappropriate to use the full-colour logo.
Figure 3. The NUTRAFIN Single-colour black Logo
The Single-Colour Black Logo & Single-Colour Reverse On Black Logo
For restricted one-colour materials, i.e. newspaper advertisements. The
black versions are for use only when black is the only colour available
for reproduction (Figure 3 & 4).
Figure 4. The NUTRAFIN Single-colour reverse on black Logo
2.1.1 The NUTRAFIN Logo Colour Versions
X
X
CLEAR SPACE AREA
X
X
X
Figure 1. Clear space area
X
X
1/2 X
1/2 X
1/2 X
To give the NUTRAFIN logo prominence, it should always be
surrounded by an area of clear space. Other elements such as
text and graphics should not appear in this area as shown in
Figure 1.
When the NUTRAFIN logo is accompanied by a Product
Identity, use the clear space and positioning shown in Figure 2
as a guideline.
X
Figure 2. Product identity logo positioning
2.1.2 Clear Space Area
NUTRAFIN PRODUCT IDENTITY LOGOS
Eurostile Bold Extended
0-15-100-0
In almost all cases, rather than individual logos to identify
products, NUTRAFIN utilizes a combination of the NUTRAFIN
logo and the Product Identity. This unified identification
process reinforces a cohesive brand identity.
The Product Identity is presented in Eurostile Bold Extended in
The NUTRAFIN Yellow (0-15-100-0).
TURTLE
CLEAN
PLANT GRO
BIO-CLEAR
The size of the text will vary depending on the product
identity (longer product identities will require smaller text
than shorter product identities) and space available on the
packaging (“tight” packaging will require smaller text than
“open” packaging). Additionally, some product identities may
require two lines of text should they be too long. You should
always strive to balance the Product Identity text with the
NUTRAFIN logo using the samples in Figure 1 as a guideline.
The NUTRAFIN logo should always appear more prominently
than the Product Identity.
AFRICAN CICHLID
CONDITIONER
Figure 1. Sample Product Identities
NATURAL PLANT SYSTEM
2.1.3 NUTRAFIN Product Identity Logos
COMBINED NUTRAFIN TRADEMARKS
In very rare instances, the NUTRAFIN trademark is combined
with a previously-existing product logo to create a new
NUTRAFIN-branded product trademark. This is done in
situations where the existing product identity is exceptionally
strong in the marketplace thereby enabling Hagen to
maximize product recognition via both trademarks.
Figure 1. NUTRAFIN Aqua Plus
BETTA
When combining NUTRAFIN with an existing trademark, the
NUTRAFIN logo should always be given primary importance
and clear space restrictions should be respected (see 2.1.2
Clear Space Area). The secondary trademark should be sized
and positioned similar to the Aqua Plus trademark as seen in
Figure 1.
Currently existing combined NUTRAFIN trademarks can be seen
in Figure 2.
GOLDFISH
Figure 2. Combined NUTRAFIN Trademarks
2.1.4 Combined NUTRAFIN Trademarks
NUTRAFIN
®
Do NOT distort the dimensions
of the NUTRAFIN logo.
Do NOT change the typeface of
the NUTRAFIN logo.
Do NOT overlay the NUTRAFIN
logo over text or logos.
Do NOT reproduce the NUTRAFIN logo
using a pattern of any kind.
Do NOT reproduce the NUTRAFIN
logo in unapproved colours.
Do NOT skew or otherwise manipulate
the shape of the NUTRAFIN logo.
Do NOT alter the proportions of NUTRAFIN
logo in relation to secondary logos.
IMPROPER USAGE
The consistent usage of the NUTRAFIN logo is vital to the
proper development of the brand identity. Incorrect usage
of the logo dilutes and weakens the brand’s strength.
Therefore, manipulation of the NUTRAFIN logo or deviation
from the guidelines provided in this document are considered
inappropriate usage of the logo.
Figure 1 outlines a few samples of inappropriate usages of
the NUTRAFIN logo. Do not consider this sample list
of improper usages exhaustive – assume that any
manipulation of the NUTRAFIN logo not explicitly approved of
in this guide is not acceptable.
Do NOT reproduce the NUTRAFIN Product
Identity using unapproved colours.
Figure 1. Improper Logo Usage Samples
2.1.5 Improper Usage
THE NUTRAFIN COLOURS
The NUTRAFIN Blue
Pantone® 2768C
Pantone® 2768U
CMYK
75-55-0-75
RGB
0-45-106
Hex
#112151
The NUTRAFIN Yellow
CMYK
0-15-100-0
RGB
255-212-0
Hex
#ffd400
Product Specific Colour
See the Colour Coding Systems for specific product
on the following pages
NUTRAFIN makes use of a unified colour pallet intended to
reinforce the recognition of the brand as well as recognition of
specific products within the brand. All products make use of The
NUTRAFIN Blue, The NUTRAFIN Yellow, and a specific Pantone
Colour based on the product’s category.
The NUTRAFIN Blue
All NUTRAFIN products make strong use of The NUTRAFIN Blue
as a prominent background colour. This creates strong brand
recognition that allows consumers to immediately identify
NUTRAFIN products on a shelf, even from a distance.
The NUTRAFIN Yellow
All NUTRAFIN products utilize The NUTRAFIN Yellow as an accent
colour for product brand logos, key text, callouts, bullet points,
and other design elements which require consumer attention.
Product Specific Pantone Colour
Each NUTRAFIN product category utilizes a unique Pantone
Colour (see the Colour Coding Systems on the following pages)
designed to assist consumers in identifying different products
within the same brand category.
2.2 The NUTRAFIN Colours
FRESHWATER
GOLDFISH
Tropical Fish Flakes
Small Tropical Fish Micro Granules
Medium Tropical Fish Pellets
Goldfish Flakes
Goldfish Colour Enhancing Pellets
Goldfish Colour Enhancing & Wheat Germ Meal Pellet Mix
Goldfish Sinking Pellets
PANTONE®
PANTONE®
260 C
152 C
MARINE
PANTONE®
PANTONE®
660 C
SPECIALTY
PANTONE®
1795 C
Spirulina Flakes
Colour Enhancing Flakes
Sinking Pellets with Krill and Shrimp Meal
Spirulina Meal Tablets
Predator Sticks
Brine Shrimp Flakes Formula + Freeze Dried Brine Shrimp
Flakes with Freeze Dried Mysis Shrimp
Flakes + Freeze Dried Tubifex Worms and Earthworm Meal
Baby Fish Formula
Bottom Feeder Sinking Food Tablets
Colour promotes brand recognition and product recognition.
Specific colours were chosen for each category of the NUTRAFIN
Max line. These colours are to be used in the colour wave graphic
as mentioned in 2.3 The Visual Grid.
SPECIES SPECIFIC
Marine Granules
Marine Flakes
314 C
Colour CODING SYSTEM
FOOD
Betta Colour Enhancing Flakes
Livebearer Flakes + Freeze Dried Tubifex Worms
Discus Sinking Granules
Cichlid Spirulina Meal
Cichlid Sinking Granules
Pleco Logs
TURTLE
Pellets with Gammarus Shrimp
PANTONE®
348 C
2.2.1 Colour Coding System – Food
PANTONE®
TAP WATER CONDITIONERS
BIOLOGICAL SUPPLEMENT
Aqua Plus
Chlor-X-Change
Betta Plus
Tropical Extracts
Cycle
312 C
PANTONE®
WATER CARE
Water Care. These colours are to be used in the colour wave
graphic as mentioned in 2.3 The Visual Grid.
186 C
pH & HARDNESS ADJUSTERS
ORGANIC WASTE ELIMINATOR
Waste Control
PANTONE®
PANTONE®
KH Booster
pH Adjust Up
pH Adjust Down
African Cichlid Conditioner
696 C
512 C
AQUATIC PLANT NUTRIENTS
TURTLE BOWL CONDITIONER
Plant Gro
Plant Gro Fertilizer Sticks
PANTONE®
Turtle Clean
PANTONE®
357 C
348 C
GOLDFISH BOWL CONDITIONERS
WATER CLARIFIERS
Fish Bowl Cleaner
Goldfish Plus
Goldfish Bowl Conditioner
Clear Fast
Bio-Clear
PANTONE®
PANTONE®
152 C
2685 C
2.2.2 Colour Coding System – Water Care
TEST KITS
PANTONE®
PANTONE®
PANTONE®
PANTONE®
187 C
292 C
320 C
137 C
pH LOW RANGE
pH HIGH RANGE
pH WIDE RANGE
AMMONIA 70
PANTONE®
PANTONE®
PANTONE®
PANTONE®
246 C
220 C
349 C
300 C
A7810
A7812
A7815
NITRITE
CARBONATE
A7830
A7835
PANTONE®
PANTONE®
PANTONE®
259 C
2756 C
173 C
A7825
NITRATE
A7845
CALCIUM
A7850
IRON
Test Kits. These colours are to be used in the colour wave graphic
as mentioned in 2.3 The Visual Grid.
A7820
PHOSPHATE
A7840
AMMONIA 50
A7855
2.2.3 Colour Coding System – Test Kits
ACCESSORIES
PANTONE®
PANTONE®
PANTONE®
357 C
CYAN
179 C
NATURAL
CO2 SYSTEM
AND REFILLS
AUTOMATIC FEEDER
FEEDING RING
Accessories. These colours are to be used in the colour wave
graphic as mentioned in 2.3 The Visual Grid.
VACATION FOOD BLOCKS
NEUTRALIZER BLOCKS
AQUARIUM SALT
FISH BAGS
2.2.4 Colour Coding System – Accessories
THE VISUAL GRID
CMYK
75-55-0-75
The visual grid represents the way in which all the elements
of the brand identity system are brought together as a
graphic system.
CMYK
75-55-0-35
GRADATION VALUES
CMYK
60-45-0-0
Blue gradation
background
Dividing line
CMYK
30-10-0-0
Colour wave
(see Colour
Coding Systems)
The balance between the blue gradation and the colour
wave band are vital in maintaining a unified brand identity.
To maintain the colour balance, the blue gradation should
always occupy approximately 80% of the visual grid. The
dividing line which creates the colour wave band introduces a
contemporary feel and provides the basis on which the colour
coding system is built.
The blue gradation background is constructed using the
following four colour points along the height of the blend:
Position
CMYK Values
100% (top)
75–55–0–75
80%
75–55–0–35
45%
60–45–0–0
0% (bottom)
30–10–0–0
2.3 The Visual Grid
Focus Circles
The Focus Circles are a dynamic graphic element that
highlight a key message of communication by focusing the
consumer’s eye on important ideas on a product, be it a
callout, product feature or image.
As shown in the examples in Figure 1, the Focus Circles
are very flexible, able to accommodate a wide range of
applications and messages.
FAS
T
Focus Circle for image
Focus Circle for product benefit
ACTING
ER
W
E
N
Again, remember that the Focus Circles are about directing
attention to an important piece of information. Always place
the main message within the focus area when using a Focus
Circle to make sure the key message comes across.
M
OR
RF
UL
The border colour for the Focus Circles is 0C, 15M, 100Y, 0K.
E POW
E
Focus Circle for feature callout
Focus Circle for product identification
Figure 1. Focus Circles
2.4 Focus Circles
Futura Condensed
Light Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
Light Condensed Oblique
Condensed
Condensed Oblique
Bold Condensed
PRIMARY TYPEFACE
Primary typefaces are established to strengthen the
recognition of an identity and also to reflect aspects of the
brand’s character. That’s why we’ve designated Futura
Condensed as the primary typeface. This simple, modern face
helps to communicate ideas simply and confidently. Used
consistently this typeface will help create a powerful and
recognizable typographic style.
Futura Condensed is available in several weights to allow
maximum flexibility. This typeface should be used, where
appropriate, on all printed applications.
Bold Condensed Oblique
Extra Bold Condensed
Extra Bold Condensed
2.5 Primary Typeface
SECONDARY TYPEFACE
Secondary typefaces are utilized to reinforce the recognition
of an identity.
Eurostile Bold Extended
Bold Extended
1234567890”:!@#%$&*?
For NUTRAFIN products, Eurostile Bold Extended is utilized
as the secondary typeface. This prominent face helps to
boldly and clearly communicate ideas and a product’s
identity. Additionally, the bold sanserif face serves as a
pleasant contrast to the NUTRAFIN logo’s serif design. Used
consistently, this typeface will help create a powerful and
recognizable typographic style.
Eurostile Bold Extended should be used solely for Product
Identity logos, to identify a specific product within the
NUTRAFIN brand. All text utilizing the secondary typeface
should be in ALL CAPS.
2.5.1 Secondary Typeface
CYLINDER CONTAINERS (foods, water care, etc.)
NUTRAFIN covers a wide range of products from fish foods to
water care to test kits to accessories. Each product is offered
in a variety of packaging from traditional boxes to cylindrical
containers (i.e.: bottles). Each packaging application is
addressed in specific ways while maintaining a strong over-all
look and consistency for the NUTRAFIN brand line.
Cylindrical containers present interesting design obstacles due
to their shape which these guidelines will address to ensure a
visually dynamic and functional design.
3.1 Cylinder Containers
NUTRAFIN MAX Fish Food
Layout
Front
The NUTRAFIN Full-colour Logo
Blue gradation background
The product brand logo: MAX
Product descriptor:
Colour: CMYK 0-15-100-0
Font: Futura Condensed Bold
Type Alignment: Aligned left
Format: ALL CAPS
Fish image with glow
Glow Colour: CMYK 55-15-0-0
Product features:
Font: Futura Condensed Medium
Format: Sentence Case
The new NUTRAFIN brand identity will be applied to the
NUTRAFIN Max line. When creating a NUTRAFIN Max label,
use the example in Figure 1 as a guide.
The NUTRAFIN Max line will be reorganized into six
categories as follows: Freshwater, Marine, Specialty, Goldfish,
Species Specific, and Turtle. Each category will be identified
by colour coding. See 2.2.1 Colour Coding System – Food.
Dividing Line
Colour Wave colour coding system
Callout: +INFO
Food Focus Circle
Product Benefit Focus Circles
Figure 1. NUTRAFIN Max packaging
3.1.1 NUTRAFIN Max Fish Food – Layout – Front
NUTRAFIN Water Care
Layout
Front
The new NUTRAFIN brand identity will be applied to the NUTRAFIN
Water Care Products. When creating a NUTRAFIN Water Care label,
The Product Identity logo
Blue Gradation Background
Product descriptor:
Format: ALL CAPS
Fish images with glow
Product features:
The NUTRAFIN Water Care line will be reorganized into eight
categories as follows: Tap Water Conditioners, Biological
Supplement, Organic Waste Eliminator, pH & Hardness Adjusters,
Aquatic Plant Nutrients, Turtle Bowl Conditioner, Goldfish Bowl
Conditioners and Water Clarifiers. Each category will be identified
by colour coding. See the 2.2.2 Colour Coding System – Water
Care.
Treats Icon
Dividing Line
Callout: +INFO
Callout Focus Circle
Figure 1. NUTRAFIN Water Care packaging
3.1.2 NUTRAFIN Water Care – Layout – Front
1
1/2
1/4+
To ensure a clean presentation of the NUTRAFIN product
on a retailer’s shelf, it is important to size elements
correctly.
The back panel of cylinder packaging is utilizes a
rounded-corner rectangle with a corner radius of 0.25”
and a width of 1/2 the label’s width. The panel’s colour
is to match the NUTRAFIN product’s Pantone colour. The
panel is to have a white border with a thickness equal to
the dividing line between the blue gradation background
and the colour wave.
The front label artwork should occupy a horizontal area
slightly larger than 1/4 of the label’s width.
Figure 1. NUTRAFIN Cylinder Container Back Panel Sizing
Heading:
Format: ALL CAPS
LAYOUT
BACK
The layout of the back of the label is just as vital as the front
for ensuring the integrity of the NUTRAFIN brand identity. The
back label of all cylindrical NUTRAFIN packaging should be as
outlined in Figure 1 and Figure 2.
Given the diversity of NUTRAFIN products available and
variety of packaging shapes utilized, it is impossible to
plan for all eventualities. When special cases arise where
adhering to these guidelines is either impossible or results
in an unacceptable appearance, one may deviate from
these guidelines. When doing so, respect the intent of these
guidelines and extrapolate a correct solution accordingly.
Body Text:
UPC
Bottom Left Corner
Figure 2. NUTRAFIN Cylinder Container Back Panel
Hagen Information
Hagen Logo
Green Dot Recycling Logo (black and white version)
Distributed By Information
Color: CMYK 0-0-0-100
3.1.3 Cylinder Containers – Layout – Back
LAYOUT
BACK
SMALL LABELS
Since NUTRAFIN offers a wide range of products in various
sizes, some product labels will be so small that strict
adherence to the proceeding guidelines would result in text
that is too small to print well (legibility will be poor and there
is a risk of the letter-shapes being compromised due to ink
plugging). When faced with this situation, it is acceptable to
change the back panel to solid white and the text to solid
black to improve legibility.
Only do so when the quality of the printing would
otherwise be jeopardized.
Figure 1. Sample Small Labels
3.1.4 Cylinder Containers – Layout – Back – Small Labels
FISH IMAGE
All NUTRAFIN products will depict a fish beauty image. The
sizing and placement of the image is vital to ensuring the
integrity of the NUTRAFIN brand identity.
Figure 1. NUTRAFIN Max – 1 Fish
The fish should be sized to occupy a visual weight similar to
the NUTRAFIN Max logo, though the exact size will differ, due
to the different shapes of fish and volume of information on
the front of the label. Fish should be placed to the right of the
product text. When one fish is present, it should be oriented
towards the product text. When multiple fish are present, the
primary fish should be oriented towards the product text while
secondary fish may be oriented away from the text, as best
fits the appearance of the label.
Given that fish come in a large variety of shapes, it is
impossible to plan for all eventualities. When required to
use a fish of unusual proportions, respect the intent of these
Figure 2. NUTRAFIN Max – 2 Fish
3.1.5 Cylinder Containers - Fish Image
Test Kits
Hagen offers a wide range of test kits for consumers to
monitor the water quality of their aquariums. Due to the
numerous test kits available, it is vital that each one adhere
to the design guidelines to ensure strong brand recognition.
4.1 Test Kits
Dividing Line
Number of Tests per box
NUTRAFIN Test Kits
LAYOUT
FRONT
NUTRAFIN Test Kits. When creating a NUTRAFIN Test Kit box,
The product identity logo:
TEST
Product Identification Focus Circle
Product descriptor:
Format: ALL CAPS
Product features:
Each Test Kit will have a designated Colour Wave. See 2.2.3
Colour Coding System – Test Kits.
Freshwater/Saltwater Fish images
with glow
Elemental Symbol
Figure 1. NUTRAFIN Test Kit Packaging
4.1.1 NUTRAFIN Test Kits – Layout – Front
Body Text:
NUTRAFIN Test Logo
Colour: White
NUTRAFIN Test
Pantone background
Storage Information:
Format: ALL CAPS
Heading:
Format: ALL CAPS
NUTRAFIN TEST KITS
LAYOUT
BACK
The layout of the back of the test kits is just as vital as the
front for ensuring the integrity of the NUTRAFIN brand identity.
The back label of all NUTRAFIN Test Kit packaging should be as
outlined in Figure 1.
Figure 1. NUTRAFIN Test Back Panel
Product “Story”
Font: Futura Condensed Oblique
Warning Information (Heading):
Warning Information (Body):
Font: Futura Condensed Light
Warning Icons
4.1.2 NUTRAFIN Test Kits – Layout – Back
NUTRAFIN TEST KITS
FISH IMAGE
All NUTRAFIN Test products will depict two fish beauty images.
The sizing and placement of the images are vital to ensuring
the integrity of the NUTRAFIN brand identity.
Each fish should be sized to occupy a visual weight similar to
half of the NUTRAFIN Test logo. The combined visual weight
of both fish should be similar to the NUTRAFIN Test logo.
The fish should be placed to the left and right of the Product
Identification Focus Circle. Both fish should be oriented away
from the Focus Circle. If one freshwater and one saltwater fish
are utilized, the freshwater fish should appear on the left with
the saltwater fish on the right. If two fish of the same water
type are used, one should be slightly smaller than the other.
Figure 1. NUTRAFIN Test
Given that fish come in a large variety of shapes, it is
impossible to plan for all eventualities. When required to
use a fish of unusual proportions, respect the intent of these
4.1.3 NUTRAFIN Test Kits – Fish Image
NUTRAFIN TEST KITS
LAYOUT
Figure 1 shows a complete mechanical layout for a sample
test kit, complete with front, top, sides, back, and bottom
panels laid out.
Figure 1. NUTRAFIN Test
4.1.4 NUTRAFIN Test Kits – Layout
NUTRAFIN Accessories
Hagen offers a large range of aquarium accessories through
the NUTRAFIN brand, including automatic feeders, feeding
rings, vacation food blocks, Natural CO2 Systems, Aquarium
Salt, and Fish Bags. Packaging and trademarks for each of
these products adhere to the NUTRAFIN style guide. As more
new products are added to the NUTRAFIN product line, the
guidelines presented within, including trademark usage,
typography, graphic elements, and layout, should be followed
while developing packaging and support material for the
product.
5.1 NUTRAFIN Accessories
NUTRAFIN Accessories
PROFEED
Product features:
Fish Beauty Image
Product descriptor:
Format: ALL CAPS
NUTRAFIN Accessories. When creating a NUTRAFIN Accessory
package, use the example in Figure 1 as a guide. This guide
can’t anticipate all possible new accessory packaging so the
information contained within this guide should be logically
extrapolated for application on any new accessory designs, as
required. Also when possible, review existing packaging that
most closely resembles the new dimensions for reference.
All Accessories will use the same Colour Wave. See 2.2.4
Colour Coding System – Accessories.
Product Image with glow
Bonus Product Image with glow
Dividing Line
Product Information
(Capacity)
Figure 1. NUTRAFIN Accessory Packaging
5.1.1 NUTRAFIN Feeder Accessories – Layout – Front
NUTRAFIN FEEDER
LAYOUT
Figure 1 shows a complete mechanical layout for the
NUTRAFIN ProFeed, complete with front, top, sides, back, and
bottom panels laid out.
Figure 1. NUTRAFIN ProFeed
5.1.2 NUTRAFIN Feeder Accessories – Layout
NATURAL PLANT SYSTEM
Product descriptor:
Format: ALL CAPS
Product features:
Brand Logo: CO2
Product Image with glow
NUTRAFIN Natural Plant System
NUTRAFIN Natural CO2 System and Refills. When creating a
NUTRAFIN Natural CO2 System and Refills package, use the
example in Figure 1 as a guide.
All Natural CO2 System & Refill Accessories use the same
Colour Wave as Aquatic Plant Fertilizer Water Care products.
See 2.2.4 Colour Coding System – Accessories.
Aquarium Beauty Image
Bonus Product Image with glow
Product Number
Product Information
(Capacity)
Dividing Line
Figure 1. NUTRAFIN Natural Plant System Packaging
5.2.1 NUTRAFIN Natural Plant System – Layout – Front
NUTRAFIN NATURAL PLANT SYSTEM
LAYOUT
Figure 1 shows a complete mechanical layout for the
NUTRAFIN Natural Plant System, complete with front, top,
sides, back, and bottom panels laid out.
Figure 1. NUTRAFIN Natural Plant System
5.2.2 NUTRAFIN Natural Plant System – Layout

Nutrafin Branding Guide

Transcription

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