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BRAND GUIDE
BRAND GUIDE | PAGE | 3<br />
Jewelery is like the perfect spice -<br />
it always complements what’s<br />
already there.<br />
5<br />
COMPETITION<br />
7 UNIQUE SELLING POINTS<br />
9 BUSINESS DESCRIPTORS<br />
11 MISSION STATEMENT<br />
13 BRAND VALUES<br />
BRAND GUIDE CONTENTS<br />
18<br />
20<br />
22<br />
24<br />
27<br />
CLIENT PERSONA<br />
LOGO<br />
LOGO RULES<br />
FONTS<br />
COLOURS<br />
- DIANE VON FURSTENBERG<br />
15<br />
17<br />
TAGLINE<br />
TONE OF VOICE<br />
28<br />
IMAGERY
Competition<br />
IN KINGSTON THERE ARE MANY “CUSTOM JEWELERS”<br />
BUT MOST FOCUSING ON WEDDING RINGS, OR<br />
ENGRAVING. MOST KINGSTON COMPANIES OFFER<br />
Metalworks<br />
Kingston<br />
www.metalworkskingston.com<br />
Custom special occasion<br />
jewelery<br />
Frontenac Jewelers<br />
Kingston<br />
www.frontenacjewellers.com<br />
Custom jewelery (mostly wedding)<br />
Sterling<br />
Kingston<br />
N/A<br />
Silver jewelery<br />
Kim Snyder<br />
Kingston<br />
www.kimsnyder.ca/<br />
Custom jewelery<br />
BRAND GUIDE | PAGE | 5<br />
CUSTOM AS A SECONDARY PIECE.<br />
Pros<br />
Pros<br />
Pros<br />
Pros<br />
Fun branding<br />
Nice product<br />
Nice website<br />
Nice website<br />
Fresh product offering<br />
Ranks well in searching<br />
Decent <strong>Brand</strong>ing<br />
Ranks high in searches<br />
Good social media presence<br />
Good location<br />
Established<br />
Good location<br />
Cons<br />
Established<br />
Great and frequent posting on<br />
Good price point<br />
Bad website<br />
Has social media<br />
Social media<br />
bad branding<br />
cons<br />
No social presence<br />
cons<br />
cons<br />
No website<br />
Not active blog<br />
No real tone of voice<br />
Should be more active on social<br />
Could be better branding
Unique Selling<br />
Points<br />
WHAT SETS US APART<br />
CUSTOM MADE<br />
LOCAL BUSINESS<br />
CONCEPT DRIVEN WORK<br />
ENVIRONMENTALLY FOCUSED<br />
BRAND GUIDE | PAGE | 7<br />
PIECES WITH A BACK STORY
Business<br />
Descriptors<br />
HOW OUR CLIENTS SEE US<br />
BRAND GUIDE | PAGE | 9<br />
UNIQUE<br />
ARTISTIC<br />
TRUSTED<br />
ORIGINAL<br />
KNOWLEDGEABLE<br />
DARING<br />
CREATIVE<br />
INTRIGUING<br />
LASTING<br />
RELIABLE<br />
PROGRESSIVE<br />
CANDID
At <strong>Curiosity</strong> and Happenstance we<br />
strive to make beautiful jewelery.<br />
But beauty that goes beyond aesthetics,<br />
the most beautiful pieces have a<br />
story to tell. Our jewelery is made to<br />
BRAND GUIDE | PAGE | 11<br />
evoke emotions and to celebrate, they<br />
Mission<br />
Statement<br />
are physical representations of memories<br />
that we keep with us always.<br />
These pieces will be loved, worn, handled,<br />
and passed down.<br />
Working in sterling silver, various<br />
colours and karats of gold and utilizing<br />
precious, semi-precious and lab<br />
created gemstones gives us the ability<br />
to create the perfect piece for each<br />
individual taste.
<strong>Brand</strong> Values<br />
WE’RE ALL ABOUT CREATION. YOU CREATE THE<br />
MEMORIES, WE’LL CREATE THE PIECE TO REPRESENT IT.<br />
CREATING UNIQUE PIECES<br />
We use time honoured techniques that have been passed on from master to<br />
student for centuries. Making our work in house by hand gives us an intimate<br />
knowledge of the pieces which makes helping you choose that special gift<br />
an easy process.<br />
WE STAND FOR<br />
BRAND GUIDE | PAGE | 13<br />
CREATING CUSTOM PIECES<br />
If it happens that we don’t have the right something for you already made, or<br />
Being environmentally<br />
concious<br />
you have a specific idea in mind that you’d like to see realized we can work<br />
with you through the custom design process to create the perfect piece,<br />
Supporting local<br />
that is truly unique to the wearer.<br />
Educating our<br />
CREATING AN EXPERIENCE<br />
customers<br />
We love seeing people smile, making them laugh, and ensuring that they’re<br />
happy with their encounters here. We work hard to make sure the process of<br />
creating a custom piece of jewelery isn’t imposing or intimidating. We do our<br />
Creating truly unique<br />
pieces<br />
best to educate people and answer any questions they may have about the<br />
processes involved in the making of each piece.
BRAND GUIDE | PAGE | 15<br />
Tagline<br />
TELL YOUR STORY
Tone of Voice<br />
When we work with a client we’re creating<br />
a very unique, personal piece for them,<br />
therefore our communications should be<br />
warm, friendly and approachable. Though<br />
we’re passionate about what we do, we<br />
don’t want our tone to be too edgy or<br />
energetic.<br />
BRAND GUIDE | PAGE | 17<br />
HOW WE SPEAK TO<br />
OUR AUDIENCE<br />
Passionate<br />
Knowledgeable<br />
Creative<br />
Approachable<br />
The way we talk to people is passionate<br />
and knowlegeable, and like our pieces we<br />
would like our communications to tell a<br />
story. When we post things to social media,<br />
we go beyond the aestetics and plain<br />
statements and into the deep creative<br />
meanings.
Our Personas<br />
What Does Your Product Offer:<br />
Unique Custom Pieces<br />
Out of the ordinary unusual pieces<br />
Helen, 46,<br />
Married<br />
Works in Marketing<br />
THESE ARE YOUR 3 MAIN PERSONAS BASED ON YOUR CURRENT OFFERING. AS YOU BEGIN TO EXPAND YOUR<br />
PRODUCTS/SERVICES YOU SHOULD ADJUST YOUR PERSONAS AS NECESSARY.<br />
Hannah, 32,<br />
Julie, 40,<br />
Engaged<br />
Married<br />
Young Professional<br />
Mother<br />
BRAND GUIDE | PAGE | 19<br />
Local artisan Product.<br />
Helen is self employed, married with 2<br />
Hannah lives with her fiance, and dog<br />
Julie lives with her husband and 2 sons.<br />
Motivators for Buying/Goals:<br />
kids in college. She is very family orient-<br />
and is looking for a gift for her mothers<br />
She’s looking for a ring for herself and<br />
Want something personalized<br />
ed and enjoys the arts. She is looking to create a custom neck-<br />
55th birthday. She wants something unique and personalized, she<br />
just isn’t clicking to the ready made options she seen. She loves<br />
Want something unusual<br />
lace for herself to commemorate a family event. She has an idea<br />
has a few ideas but nothing solidified. She supports local when<br />
products with values and is active within the local community and<br />
For an occasion<br />
of what she is after and is after someone to create it. She is more<br />
able and is likely to spend more money on products that align with<br />
supports local charities. She enjoys Canadiana and exploring small<br />
focused on quality than price.<br />
her values<br />
towns.<br />
Current Frustrations:<br />
Not wanting mass produced store bought<br />
Lower quality store bought jewelery<br />
No story or narrative<br />
APPRECIATES AESTHETICS FAMILY ORIENTED APPRECIATES AESTHETICS FAMILY ORIENTED APPRECIATES AESTHETICS<br />
FAMILY ORIENTED<br />
SUPPORTS CAUSES CHARITIES SUPPORTS LOCAL SUPPORTS CAUSES CHARITIES SUPPORTS LOCAL SUPPORTS CAUSES CHARITIES SUPPORTS LOCAL<br />
Potential Barriers:<br />
Price point higher.<br />
Time required for custom piece<br />
Trust to produce what they need<br />
INCOME SPARE TIME INCOME SPARE TIME INCOME<br />
SPARE TIME<br />
BRAND LOYALTY COMFORT WITH TECHNOLOGY BRAND LOYALTY COMFORT WITH TECHNOLOGY BRAND LOYALTY<br />
COMFORT WITH TECHNOLOGY<br />
QUALITY COST EFFECTIVE QUALITY COST EFFECTIVE QUALITY COST EFFECTIVE
Our Fonts<br />
Playfair Display<br />
Header: Playfair Display Black Italic<br />
Getting Out of Bed<br />
BRAND GUIDE | PAGE | 21<br />
Qq<br />
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz<br />
1 2 3 4 5 6 7 8 9 0 - + = “ { } [ ] | @ # % & ? / < ><br />
Sub-Head: Playfair Display Italic<br />
A morning Haiku<br />
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz<br />
1 2 3 4 5 6 7 8 9 0 - + = “ { } [ ] | @ # % & ? / < ><br />
Work Sans<br />
Paragraph: Work Sans Light<br />
No no no no no<br />
no no no no no no no<br />
no no no no no.<br />
Qq<br />
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz<br />
1 2 3 4 5 6 7 8 9 0 - + = “ { } [ ] | @ # % & ? / < ><br />
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz<br />
1 2 3 4 5 6 7 8 9 0 - + = “ { } [ ] | @ # % & ? / < >
Our Colours<br />
Hex: #502843<br />
Pantone: 687 c<br />
Hex: #754c5b<br />
CMYK: 25, 55, 16, 0<br />
RGB: 192, 132, 164<br />
Hex: #c3c4bc Hex: #a39691<br />
Hex: #be83a4<br />
Pantone: 533 c<br />
CMYK: 91, 82, 45, 47<br />
RGB: 32, 41, 69<br />
Hex: #1f2946<br />
BRAND GUIDE | PAGE | 23<br />
Hex: #41243b<br />
Hex: #bba4b4 Hex: #ffffff<br />
Hex: #34435e<br />
Pantone: 229 c<br />
CMYK: 48, 94, 47, 37<br />
RGB: 104, 33, 69<br />
Hex: #652145<br />
Hex: # 7F677B<br />
Hex: #b58d88<br />
Pantone: 663 c<br />
CMYK: 9, 9, 5, 0<br />
RGB: 229, 225, 230<br />
Hex: #e4e0e5<br />
Hex: #2f2c39<br />
Hex: #211f1f
Our Logo<br />
BRAND GUIDE | PAGE | 25
Our Rules<br />
Rules are meant to be<br />
broken. But not logo<br />
rules. In order for your<br />
logo to positively represent<br />
your business you<br />
should abide the following<br />
guidelines when<br />
using your logo.<br />
A: Ensure there is appropriate<br />
contrast.<br />
B: Do not move or rearrange logo<br />
elements<br />
C: Do not use a non-brand colours.<br />
Logo can be featured in any single<br />
brand colour.<br />
D: Keep logo proportions. Do not<br />
skew , squish, stretch, or in any<br />
other way warp the logo<br />
E: Ensure there is appropriate<br />
contrast when placing on busy<br />
backgrounds<br />
A<br />
C<br />
E<br />
B<br />
D<br />
F<br />
BRAND GUIDE | PAGE | 27<br />
Clear space for the<br />
logo. When placing the<br />
logo, please allow a. “E”<br />
sized space between<br />
the logo and other ele-<br />
F: No effects such as drop shadow,<br />
outline, emboss etc.<br />
G: No adding of imagery or text<br />
elements to the logo<br />
G<br />
H<br />
ments.<br />
H: Do not add any form of colour<br />
effects such as gradients or<br />
unapproved overlays<br />
ACCESSORIES<br />
Minimal Sizes. When<br />
placing the logo, please<br />
refrain from scaling<br />
I: Do not scale logo elements<br />
independently of each other<br />
I<br />
J<br />
CURIOSITY<br />
below the sizes listed<br />
here.<br />
1.85 inch 200 pixels<br />
J: Do not change logo fonts.
Our Imagery<br />
BRAND GUIDE | PAGE | 29
BRAND GUIDE
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