C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 1 BRAND GUIDELINES

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 2 01. 02. 03. 04. CONTENTS THE BRAND LOGO SYSTEMS VISUAL IDENTITY APPLICATION 1.1. Introductuon 4.1. Stationary 3.1. Typography 2.4. Logo Lock-up 2.1. Logo Design 1.2. Brand Purpose 4.2. Collateral 3.2. Colours 2.5. Logo Variation 2.2. Logo Type 1.3. Brand Positining 4.3. Digital 3.3. Graphical Elements 2.6. Minimum Size 2.3. Symbol 1.4. Brand Personality 2.7. Improper Usage 4.4. Environment C O N T E N TS

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 3 THE BRAND 01. THE BRAND

CONTENTS THE BRAND LOGO SY S T E M S V SI UAL DI ENT TI Y PA L P TA CI NOI 4 Introduction An apothecary is a place that is trusted. Skullcap Apothecary specializes in selling herbal medicine responsibly. Other than this, we also offer skincare and other organic cosmetics for the consumption of our customers. The major target demographic for Skullcap Apothecary is people between the ages of 20 and 50, with a focus on female clients. Especially clients that are passionate about developing a healthy, natural lifestyle. DESCRIPTION TARGET AUDIENCE THE BRAND

CONTENTS THE BRAND LOGO SY S T E M S V SI UAL DI ENT TI Y PA L P TA CI NOI 5 Brand Purpose To assist people in adopting a healthier lifestyle in a more natural way. By making organic life more accessible to them, they will be able to learn more about it. To show how including medicinal plants into your usual life can improve your quality of life. WHAT HOW WHY THE BRAND

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 6 Brand Positioning Here in Skullcap Apothecary, we offer 100% organic products. In addition to offering the medicinal use of plants to treat an and improve your health and well-being, we also offer organic skincare unlike conventional skincare brands. So that you feel more beautiful more naturally. We also believe in caring for the environment, therefore we offer recycle-able packaging. THE BRAND

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 7 Brand Personality Authentic Reliable Spirited Glamorous Outdoorsy THE BRAND

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 8 LOGO SYSTEMS 02. LOGO SYSTEMS

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 9 The Logo The name skullcap comes from a plant that is commonly used in herbal medicine to treat anxiety. The inspiration for this logo’s design deconstructs the name and the major use of the actual plant. I took the term skull from skullcap and incorporated it into the logo. In terms of the primary design, I took the initials from Skullcap Apothecary to create a design that flows well and has movement, drawing influence from a growing plant. The major idea that surrounds this logo is vintage apothecary and gothic style which leads to the form of the logo that resembles a tombstone or an arch shape. LOGO SYSTEMS

CONTENTS THE BRAND LOGO SY S T E M S V SI UAL DI ENT TI Y PA L P TA CI NOI 10 Logo Type Kobe 1.1 is the typeface that appears in the logo. In comparison to Apothecary, the word Skullcap is written in a larger point size. Lastly, both Skullcap and Apothecary are bolded. This typeface should only be used selectively since it should be coupled with the logo mark for a stronger brand identity. It is possible to utilise the typeface on its own. Do not, however, overdo it. TYPEFACE USAGE LOGO SY S T E M S

CONTENTS THE BRAND LOGO SY S T E M S V SI UAL DI ENT TI Y PA L P TA CI NOI 11 Symbol The symbol was created using the initials of the name. Started by creating the letter S first. The second step included creating the letter A within the letter S. A is in simple form within the symbol. The word skull was taken from Skullcap and included this as a part of the final symbol. LOGO SY S T E M S

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 12 Brandmark PRIMARY LOGO Logo Lock-up Wordmark LO Wordmark GO SYSTEMS

CONTENTS THE BRAND LOGO SY S T E M S V SI UAL DI ENT TI Y PA L P TA CI NOI 13 Logo Variations The purposes is to create a logo that was entirely typographical and free of any graphical elements. This logo is mostly used in highly illustrative or graphical works so that the final product does not appear too overwhelming. This logo is mostly employed in the design of product labelling and packaging. This variation of the logo was created so that there was a hrozontal layout of the logo instead of just having the vertical logo with the brandmark. This type of logo can also be very helpful in the instance of utilising in the website or an application, this can alos be emplyed in other stationary designs. VARIATION 1 VARIATION 2 LOGO SY S T E M S

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 14 Minimum Size TYPE MINIMUM SIZE LOGO MINIMUM SIZE Width: 40 mm Height: 56 mm Skullcap: 14 pt Apothecary: 9 pt LOGO SYSTEMS

CONTENTS THE BRAND LOGO SY S T E M S V SI UAL DI ENT TI Y PA L P TA CI NOI 15 Improper Usage Do not use the wordmark all together below the brandmark Do not add elements to other variations of the logo Do not use the name of the logo as shown above by itself Do not distort, streth or rotate the logo in anyway. LOGO SY S T E M S

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 16 VISUAL IDENTITY 03. V SI UAL DI ENT TI Y

CONTENTS THE BRAND LOGO SY S T E M S V SI UAL DI ENT TI Y PA L P TA CI NOI 17 Typography The typeface used for this brand is Helvetica. This brand uses 3 different versions of this font. Helvetica - Light Helvetica light is mostly utilized in body text and some headings. Helvetica - Bold Helvetica Bold is utilized in headings. For the main heading it uses capital letters although it does not use capital letters in subheadings Helvetica - Regular Helvetica Regular is utilized in body text. V SI UAL DI ENT TI Y

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 18 Colour # f3f0e8 # 34425c # c2c8bc The colour scheme was influenced by a retro theme with a modern or edgy look. The primary colour is the deep shade of blue. The logo and other graphical elements were designed primarily using the darker blue colour. The other two colours will serve as the brand’s secondary colours. V SI UAL DI ENT TI Y

CONTENTS THE BRAND LOGO SY S T E M S V SI UAL DI ENT TI Y PA L P TA CI NOI 19 Graphical Elements PATTERN INSPIRATION The design consists of something highly geometric, yet with the spirit of something that appears to be hand drawn. The primary purpose of the pattern is to be used in the design of product packaging and labelling. The skullcap flower, as well as other botanical and blooming aspects, served as inspiration for the design. The major design concept is inspired by the notion of treating with plants, which is a core component of an apothecary. V SI UAL DI ENT TI Y

CONTENTS THE BRAND LOGO SY S T E M S V SI UAL DI ENT TI Y PA L P TA CI NOI 20 APPLICATION 04. PA L P TA CI NOI

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 21 Stationary STATIONARY SET PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 22 BUSINESS CARD Stationary PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 23 LETTERHEAD AND CONTINUATION SHEET Stationary PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 24 INVOICE Stationary PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 25 ENVELOPE Stationary PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 26 Collateral TOTE BAG PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 27 WAX SEAL Collateral PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 28 STAFF T-SHIRT Collateral PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 29 PACKAGING Collateral PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 30 LABELLING Collateral PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 31 Digital INSTAGRAM PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 32 WEBSITE Digital PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 33 Environment STORE FRONT PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 34 STORE INTERIOR Environment PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 35 INTERIOR - PRODUCT LAYOUT Environment PA L P TA C I N O I

C O N T E N TS THE BRAND LOGO SYSTEMS V SI UAL DI ENT TI Y PA L P TA C I N O I 36 STORE POSTER IN PUBLIC Environment PA L P TA C I N O I