HolidaySTYLE GUIDE
2019
Style Guide | Colors
Brand ColorsOur brand palette has been updated to communicate that we are a modern, energetic and bold company. Our primary and secondary palettes are fresh and reflect our “bold bestie” personality.
P R I M A RY BR A N D CO LO R S
S E CO N DA RY BR A N D CO LO R S
# A 4 D BE 8# 0 0 3 5 8 E# 0 0 67 A 0
# 0 0 A F D 7 # 7 C 878 E # D 0 D 3 D 4
3 4 .0 1 .07.0 01 0 0. 6 8 .0 0. 2 09 6 . 6 0.1 4 .0 1
8 4 .07.0 9.0 0 3 3 .1 8 .1 3 . 4 0 07.0 3 .0 5 .0 8
PANTONE 2384C
PANTONE 638C PANTONE 430C PA N TO N E 4 27 C
PANTONE 2146C PA N TO N E 63 5 C
3
# 870 2 5 5
# 0 0 6 24 F
# F 5 B 4 0 0
# A F E 8 D 2
# F F F F F F
# F F 3 C 3 5
# 2 CC 3 BE
# 6 8 6 8 6 8
# B 4 0 4 1 2
# 0 6 2 E 4 5
# 4 24 24 2
Holiday ColorsOur holiday color palette reflects a blend of bright jewel tones to speak to the holiday season and the joyous feeling. These colors can be used individually or in combinations, they can be utilized through graphics or photography.
# F 4 F 4 F 4
H O L LY J O L LY S U GA R P LUM BU T T E R S COTC H
S I L E N T N I GH T WO N D E R L A N D E V E R GR E E N M I N T
L I CO R I C E C AS H M E R E T I N S E L S N OW
0 4 .0 2 .0 2 .0 0
4 0.1 0 0. 3 2 . 2 0
9 1 . 3 8 .72 . 2 5
0 0. 27.1 0 0.0 3
PA N TO N E 74 0 8
PA N TO N E 7478
CO O L GR AY 1
2 9.0 0. 2 3 .0 0
0 0.0 0.0 0.0 0
0 0. 93 . 8 6 .0 0
67.0 0. 2 8 .0 0
5 9. 5 1 . 5 0.1 9
07.1 0 0.1 0 0. 24
PANTONE 200
PANTONE 2188 PANTONE 3252
PANTONE 437PANTONE 439
PANTONE 342
PANTONE 2348 PANTONE 2415
1 0 0.75 . 4 9. 4 4
Style Guide | Colors
6 8 . 6 0. 5 9. 5 0
4
BR A N D CO LO R S
N OV E M BE R I S B D E C E M BE R I S B
H O L I DAY D E CO R C Y BE R W E E K
N O D E D O D E
BL AC K F R I DAY FO O D : N OV, D E C , N Y E
Event ColorsOur holiday color palette reflects a blend of bright jewel tones to speak to the holiday season and the joyous feeling. These colors can be used individually or in combinations, they can be utilized through graphics or photography.
Style Guide | Colors
5
ST R I P E S
D OTS
A R GY L E
PatternsClean, simple patterns used in an unexpected way, to help elevate the design while adding a hint of playfulness and festivity.
Best Practices
• Use of patterns should never be overpowering.
• Patterns are only used as enhancement - HL and photography should always be the HERO
• Find unexpected, delightful ways to incorporate patterns.
Style Guide | Graphics
S N OW F L A K E S
6
I C I C L E S
T R E E S
PatternsClean, simple patterns used in an unexpected way, to help elevate the design while adding a hint of playfulness and festivity.
Best Practices
• Use of patterns should never be overpowering.
• Patterns are only used as enhancement - HL and photography should always be the HERO
• Find unexpected, delightful ways to incorporate patterns.
Style Guide | Graphics
7
N O S H A D OW
H O R I ZO N TA L L I N E
V E R T I C A L L I N E
M I N I M A L S H A D OW
D I AGO N A L L I N E R I GH T
D I AGO N A L L I N E L E F T
CO LO R BLO C K
C R OSS H ATC H
D OTS
TagsThe tag element is used as a container to display product combos and message callouts/highlights.
Style Guide | Graphics
8
GIFTINGHoliday
of fFREE
ShippingMOST ITEMS
Style Guide | Badges
BadgesUse badge treatments for price savings or promotional messaging.
9
SheenSubtle shine to add something special to the holiday season.
NOTE: Use sheen sparingly on badges and graphic only assets.
Style Guide | Texture
10
Gibson LightPrimary headline font Aa
Gibson RegularPrimary headline font AaGibson MediumPrimary headline font AaGibson SemiboldPrimary headline font Aa
Gibson BookUse for body copy in web and print assets. Aa
Share a cup o’ joy!Spice up your hot cocoa with this easy peppermint recipe. #SamsClubHacks.
SHARE ACUP O’JOY!
Share aCUP O’JOY!
Shop Now
Spice up your hot cocoa with this easy peppermint recipe. #SamsClubHacks.
Spice up your hot cocoa with this easy peppermint recipe. #SamsClubHacks.
Shop Now
Shop Now
ShelbyAccent font Aa
Style Guide | Type Treatment
Font + TreatmentOur brand font, Gibson, is used as the primary type accented with Shelby.
NOTE: Shelby should be used as an accent in short lead-in copy and/or simple callouts.
11
Price Gibson Semibold
font size 13 ptleading 8 ptkerning metricstracking 25superscript baseline shift -0.25 pt
Reg price Gibson Semibold
font size 11 ptleading 8 ptkerning metricstracking 50superscript baseline shift -3.5 pt
Item name Gibson Semibold character ct: 45 (2 line max) font size 9 ptleading 10 ptkerning metricstracking 0space after 3 px
Body copy Gibson Book character ct: 80-110 (including item#)
font size 8 ptleading 9 ptkerning metricstracking 0space after 3 px
Callout Gibson Medium font size 7 ptleading 8 ptkerning metricstracking 0
online / in-club only (holiday event base)free shipping (holiday event base)
$1998 ($10 OFF REG.)
ITEM NAME GOES HERE LOREM IPSUM DOLOR SITLorem ipsum dolor sit amet coda adipiscing elit, sed do eiusmod tempor incididunt labore et dolore magna. #XXXXXXXOnline Only • Free Shipping
Item-Price TreatmentThese specs should be used in all holiday catalogs where displaying item information.
Style Guide | Type Treatment
12
Lorem ipsum dolor sit amet, do eiusmod tempor ut labore et dolore magna aliqua.
Lorem ipsum dolor sit amet, do eiusmod tempor ut labore et dolore magna aliqua.
Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor incididunt ut labore et dolore magna.
LOREMIPSUM
Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod incididunt ut labore dolore magna.
LOREM IPSUM
Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor et dolore magna.
quality guarantee
Lorem ipsum dolor sit amet, consec
tetur adipis elit sed do eiusmod tempor incididunt ut labore
et dolore magna.
LOREMIPSUM
why we love this Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor incididunt ut labore et dolore magna.
WHY WELOVE THISLorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor incididunt ut labore et dolore magna.
LOREM IPSUM
Lorem ipsum dolor sit amet, con sectetur adipis elit sed do eiusmod tem por incididunt ut labore.
Callout Treatment
Arrow: Lead-in copy: Gibson Medium (all cap), 0.05” space after Body copy: Gibson Book, size 9pt, leading 11pt, kerning metrics, tracking 0
Style Guide | Type Treatment
13
WHY WE LOVE THIS
WHY WE LOVE THIS
“Lorem ipsum dolor sit amet, consectetur adipis elit sed do i eiusmod tempor et dolore magni. Lt amet, consecte-tur adipis elit sed do eiusmod tempor et dolore magna.”
“Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor et dolore magna. Lt amet, con-sectetur adipis elit sed do eius-mod tempor et dolore magna.”
Jane DoeSam’s Club Employee
Jane DoeSam’s Club Employee
WHY WE LOVE THIS WHY WELOVE THIS
WHY WELOVE THIS
“Lorem ipsum dolor sit amet, consectetur adipis elit sed do i eiusmod tempor et dolore magn ai. Lt amet, consectetur adipis elit sed do eiusmod tempor et dolo-re magna.”
“Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor incididunt ut labore et dolore magna.”
Jane DoeSam’s Club Employee Jane Doe
Sam’s Club Employee
Jane DoeSam’s Club Employee
“Lorem ipsum dolor sit amet, consec
tetur adipis elit sed do eiusmod tempor
incididunt ut labore et dolore magna.”
Callout Treatment
Why we love this + Expert: Lead-in copy: Gibson Medium (all cap), 0.05” space after, Body copy: Gibson italic, size 10pt, leading 12pt, kerning metrics, tracking 0
NOTE: All versions are Interchangable based on design layout.
Style Guide | Type Treatment
14
HEADLINE
Lorem ipsum dolor sit amet, consectetur adipis
mod tempor incididunt.
- User123
HEADLINE
- User123
Lorem ipsum dolor sit amet, consectetur adipismod tempor incididunt.
HEADLINE
- User123
Lorem ipsum dolor sit amet, consectetur adipismod tempor incididunt.
Joe ShmoSam’s Club Employee
Lorem ipsum dolor sit amet, consectetur dunt ut labore et dolore magna aliqua. “
“Jane DoeSam’s Club Employee
Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
“
Jane DoeSam’s Club Employee
Lorem ipsum dolor sit amet, con sectetur adipis elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Callout Treatment
Expert Picks: Lead-in copy: Gibson Medium (all cap), 0.05” space after, Body copy: Gibson italic, size 10pt, leading 12pt, kerning metrics, tracking 0
NOTE: All versions are Interchangable based on design layout.
Customer Reviews: Lead-in copy: Gibson Medium (all cap), space after: 0.3”, Body copy: Gibson Italic size 8pt, leading 10pt, kerning metrics, tracking 0
Style Guide | Type Treatment
15
Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor incididunt ut labore
et dolore magna aliqua.
Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor incididunt ut labore
et dolore magna aliqua.
Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua.
LOREM IPSUM
LOREM IPSUM
LOREM IPSUM
Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
LOREM IPSUM
LOREM IPSUM
Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
LOREM IPSUM
Lorem ipsum dolor sit amet, consectetur adipis elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
HL + Sub Dividers
Dividers: Lead-in copy: Gibson Medium (all cap), 0.05” space after Body copy: Gibson Book, size 9pt, lead-ing 12 pt, kerning metrics, tracking 0
Style Guide | Type Treatment