lizardjuice branding guide
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BRANDING GUIDE
2014-2015
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Table of Contents1. ourbrandposition 4
2.ourlogo 6
3.ourtypeface 12
4.ourcolors 13
5.ourtagline 14
6.marketingmaterial 16
7. photographyusage 22
8.socialmedia 23
9.finalthoughts
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Our BrandPosition
The Visual Characterstics of our brand:
• simple
• clean
• coehsive
LizardJuicebeganasasmallelectroniccigarettewholesaleranddistributor
inPinellasPark,Florida.Inthelatterpartof2012,LizardJuice’sfounder,Gary
Wilder,recognizedthepotentialoftherepeatcustomerinaretailsetting.Mr.
Wilder knew that an estimated 19 percent of all adults in the United States
smoketraditionalcigarettes.Hesawtheenormouspotentialforthesmoking
alternativethatisthee-Cigarettesindustry.
LizardJuicehaspositioneditselfasapremiumbrandinacompetitiveindustry.
Ourmottois‘ChangingLives,Onepersonatatime’,andweliveandrunour
businessesbythismotto.Wearewellpositionedtotakealargemarketshareof
theboominge-CigaretteindustrybytargetingSmokers,not‘Vapers’,because
theyarebyfarthelargestavailabletargetaudiencewhoarelookingtochange
theirlivesforthebetter.
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Our BrandPosition
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Our LogoIt is importantwekeepour lookcoehsiveacrossallplatformsofour
business:printorweb.
Our logohaschangedafewtimesovertheyears,butrecentlywe’ve
decidedtoremovethecarbonfiberandgoforasimpleflatlook.
oldversion
currentflatblackversion
currentwebversion
DO NOT USE ANYMORE
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Our Logo• Douseourlogoonsolidcolorbackgrounds.
• Douseourlogoverticallyforbanners,promotionaltents,&labels.
• Forcertainsituationsyoumayalternatelogo,howeverstickwithour
primarycolorsorproductcolors.For example, we may change the lizard color
to match a new juice.
DOs
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Logo DONTs• Do not use our logo on patterns, overly gradient backgrounds, or
distractingbackgrounds.
• Donotuseourlogoupsidedown.
• Donotalternatelogofontorchangelizardtodistractingcolors,patterns,
orgradientsthatdon’tmatchourbrandunlessgivenpermission.
• Don’tsizelogodowntoasizewhereit’sillegible
• Donoteveruseapixelatedlogo!
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E-CIGARETTE
SEMINOLE
E-CIGARETTE
Adding ContentEvery so often we add “E-CIGARETTE” to our logo to help
peopleunderstandquicklywhoweareandwhatwesell.We
encourageadding“E-CIGARETTE”forpromotionalmaterials.
Youmayalsousethisspotforyourlocationtitle.
note: Lizard foot goes above letter.Ends must line up.On black, it must line up with white
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DO
• TheLizard’shead always hastobefacingup.• TheLizardmayfaceleftorright.• TheLizardshouldremainblack,green,orwhite
UNLESSgivenpermissionfromcorporate
(for example, you may want the lizard pink to represent a
juice or breast cancer awareness)
Our LizardThe lizard isourmostrecognizablefeaturetoourbrand. It’sbeentheone
featuretoneverchange.Itisthusimportantthatwemakesurethewaythe
lizardisusedisappropriateandfittingtothebrand.
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DONTsOur Lizard
Donotplacetextaroundlizard&makeitalogo.
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Our Typefaces
GOTHAM FAMILY
D O N O T K E R N O U T
DO NOT KERN IN TOO TIGHT
IfyoudonotownGotham,youmayuseoneofthesefreealternatives
• Lato
• Montserrat
• Nexa
PleaseuseGotham(orthealternativesabove)formajorityofheadlines
&bodycopyonpromotionalmaterials.Thisfontistypicallynotavail-
ableforweb/emailusage,sointhatcasepleaseuseHelveticaorArial.
• Wekernourletteringbetween-25to-75onsomeoccasions.
• PLEASEdonotusefontssuchashobo,comicsans,papyrus,orany
otherhideoustypeface.Ifyouareunsureaboutone,pleasemessage
corporateforsuggestions.
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Our Typefaces Our Colors
Accent Colors
Primary Colors
D O N O T K E R N O U T
DO NOT KERN IN TOO TIGHT
White Black
Lizard Green
RGB: 149, 201, 81
CMYK: 46.69, 0, 89.51, 0
HEX: #95C951
PMS: 375C
Burnt Orange
RGB: 243, 112, 33
CMYK: 0, 70,100, 0
HEX: # F36F21
PMS: 165C
OJ
RGB: 247, 148, 30
CMYK: 0, 50, 100, 0
HEX: #F7931D
PMS: 151C
Lite Lizard
RGB: 185, 217, 137
CMYK: 30, 0, 60, 0
HEX: #BAD985
PMS: 366C
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Our Tagline
Thisisourmotto.It’swhythiscompanystartedandwhyitcontinuestogrow.
• Font:EdwardianScriptITC
• Youmaychangethecolorofthetaglinealltoonecolor.Ifpossiblealways
color“Lives”.
• “Lives” must always be larger in apperance than the other font.
Shown below is how we have been measuring it.
• Youmaylayoutthetaglineinseveraldifferentwayshoweverwepreferit
toreaditasoneline.
Changing OnePersonataTime.
MakeChanging YourBusiness.
Lives
Lives
Changing OnePersonataTime. Lives
ForFranchises:
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Our Tagline
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Marketing MaterialWearetryingtokeepourlookcohesiveandorganizedthroughoutourentire
brand.We’retakingasimple&cleanapproach.We’regoingstraighttothepoint.
Wedon’twanttooverwhelmpeople.Insteadwewantthemtocatchinterestand
walkintooneofourstores(orvisitourwebsite).
Herearesomegeneralguidelineswhendesigningforemails,flyers,tradeshow
banners,etc.
• Useourmostrecentlogo
• Avoidusinggradientsanddistractingpatterns.
• Studiesshowitemswithmorevisualelementsdobetter.Wewanttoshow
moreimagerywhetherit’saproductshot,oraphotoofahappycustomer,we
wanteverypiecethatissentouttoshowabitofwhatweofferandwhowe
are.
• Beforedesigning,alwaysaskyourself,“How do we get the customer into the
store?” “How do we get the customer to purchase x product?”
• PleasebesurenothaveANYpixelatedimages.
• Donotovercrowdcontentonyourpiece.Keepinmindnoteverythinghasto
beonyourflyeroremail.Onlyputwhatisnecessary.
• We suggest the following elements on marketing material:
-Logo(WithE-Cigarretteadded)&LocationName
-Contactinformation(Address,Phone,Email)
-Oneproductshotor“lifestyle”shotbasedaround“ChangingLivesOne
PersonataTime.”
-Coupons!
-OurWebsiteLizardJuice.com<---Keepsiteaddressinthistypeformat
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Marketing Material
examples
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Foremailswepreferyoukeepthemsweet&
simple.
• Pleaseuseourmostrecentlogo.Donot
useapixelatedversion.Ifyoudonot
havethemostrecentlogofile,please
contactcorporate.
• Whitebackgroundsfor contentarepre-
ferred.Ifyouwantthebackgroundfor
thewholeemailtobeanothercolor,we
recommendblackorourlizardgreen.
• Spaceoutthecontent
• Useproductimagesifneeded
• Youmayusestockimages,butifyoucan
trytousephotosthatcapture“Changing
LivesOnePersonataTime.”
• Don’tforgeticonstoyoursocialmedia
sites!Everyonewantstokeepintouch
andseewhatyourstore(andourbrand)
isdoing!
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PhotographyUsageRightnowweare intheprocessofre-shootingourproducts,stores,and
teamphotos.Wewilldoourbesttoprovideyouwithallthefilesthatwe
shoot.Youmayusethemonpromotionalmaterials&socialmedia.Ifyou
hireaphotographertotakesomeimagesforyoupleasekeepthefollowing
inmind:
• Weencouragephotographyatanyeventyouhold.Keepinmindifyou
planonusingitforyourwebsiteorsocialmediayouwillneedpermission
fromthesubjectsyouareshooting.
• WehaveamodelreleaseformavailableonourGoogleDriveifyouneed
one.
• Ifyouareshootinganyproducts,wepreferitbeonawhitebackground
orasolidbackgroundthiswaywecanremovethesubjectfromit.
• Forproductphotography,getseveraldifferentangles.Notjuststraight
on.
• Ifyouareplanningastudiosessionpleasemakesurethethemeofitgoes
with“ChangingLivesOnePersonataTime”.
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Social MediaPhotographyUsage Atthispointeachstoreshouldhavetheirownsocialmediapage.Wewant
tomakesurewearekeepingintouchwithourcustomersandbuildingbrand
loyalty.SocialMediaistheeasiestwaytogetyourmessageoutthere.With-
inminutessomethingcangoviralandhundredstoeventhousandsofpeo-
plecanviewyourpost.Findcreativewaystogetyourclienteletointeract
withyouESPECIALLYonFacebook.Facebookhasmadetheiralgorithmsa
bitmoredifficulttogetyourpostsouttheresoyouhavetopostthingsthat
aretrendingorthatwillgetpeopletointeract.Askthemaboutflavorsthey
love,orproductstheyenjoy.Also,havefunanddoacontesteverysooften!
Ifyouhavesevearlsocialmediaoutlets,considerusingIFTTT.
IFTTTallowsyoutocreate“recipes”thatwillautomaticallypostfromone
outlettotheother,thusdoingalltheworkforyou.It’seasiertomanagethis
than4-6differentsocialmediaoptions.
Don’t forgethashtags!People lovehashtagsandusethemtofindwhat’s
relevantintheirarea.
Most imporatantly, HAVE FUN with your social media pages!
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Final ThoughtsIfyouareunsureaboutanything,don’thesitatetocontactus.We
recommendthateverythinggoesthroughcorporateforapproval
&feedbackbeforeitemsaresentouttothepublic.Youcansend
Thankyou.