Brand Guidelines 2009

Brand Overview

twill tape is an online store selling hand made clothes as

well as functional home decorations. twill tape customers
values the care and love that goes in to the production of
their goods. They like to know they’re supporting a person’s
hard work and not a corporation.

To relate to these points the look and feel twill tape’s brand
has a classic homey feel. Incorporated are colors, styles
and typefaces that evoke these feelings.

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 Building the Logo
The twill tape logo includes the name, tag line and web
address. These elements will get combined to create a
badge that will be the primary brand identity.

We started with the

name in all lower case
at the clients request.
The type face is Bodoni
MT Book

The kerning has been

tighten up to -40.

The ascenders and

descenders have been
shortened the width of
the “t’s” vertical.

The tag line is typeface

Edwardian Script ITC.

The web address is also

in Bodoni MT book with
kerning tightened to -40
twilltape.etsy.com

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 The final complete logo
has specific relationships
dictating the size and
spacing of the elements

The tag is placed below

the name. The length is the
distance from the beginning
of the “w” to the end of the
“p”. Its positioned so the
top of the “l” is even with
the bottom of the “p”.

The length of the web

address is the distance
between the vertical of the
“t” in tape and the end of
the “e”.

Finally the web address is

centered below the other
2 elements at an “e’s”
distance from the bottom of
the “f’s” descender.

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 Font
The voice of twill tape is artful. It needs to reflect the
character of modern hand made goods. For this reason
the primary brand fonts straddle the line for old world and
modern.

Bodoni Regular Bodoni is the quintessential

modern serif typeface.
abcdef ghijklmnop
It’s designed to have the
elements of hand written
qrstuvwxyz
fonts, but takes those
elements past their natural
state and in to a modern
world.
ABCDEFGHIJKLMN
OPQRSTUVWXYZ

0123456789

Bodoni Bold abcdef ghijklmnop

qrstuvwxyz

ABCDEFGHIJKLMN
OPQRSTUVWXYZ

0123456789

Edwardian Script Edwardian Script is also

based on hand written
script and includes some
abcdefghijklmnop
of the most elegant letter
forms of any typeface
qrstuvwxyz

ABCDEFGHIJKLMN
OPQRSTUVWXYZ

0123456789
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 Colors

Primary

PMS 462 317 100

CMYK 28, 48, 71, 72 24, 0, 7, 0 0, 0, 58, 0
RGB 88, 69, 40 187, 231, 230 243, 236, 122
TINT 40% 40% 30%

Secondary

PMS 366 196 156

CMYK 29, 0, 45, 0 0, 23, 5, 0 0, 24, 49, 0
RGB 189, 255, 138 233, 197, 203 236, 193, 130
TINT 40% 40% 40%

PMS 467
CMYK 3, 12, 34, 10
RGB 210, 194, 149
TINT 40%

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 Preferred Logo Treatments

Primary The primary preferred logo

treatment contains the
logo, a striped background,
and a decorative border.

One Color

Reversed on dark
backgrounds

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 Preferred Logo Treatments

Secondary The second preferred logo

treatment also contains the
logo, a striped background,
and a decorative border.

One Color

Reversed on dark
backgrounds

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 Other Logo Treatments

Avatar This avatar can be used on

social networks to identify
the brand where the full
logo cannot be used, or
would not be appropriate
or legible.

Demonstration of small size

readability

One Color

Reversed on dark
backgrounds

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 Other Brand Elements

Striped Background

Border Pattern

Ribbon

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 Included Assets
The following items have been created and are ready to use.

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 Created by David James

If you have questions or need any assets shown or mentioned in these guidelines,
please feel free to contact me.

206-276-0476
mrdavidgjames@gmail.com

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