Monrovia - Brand Guidelines

S T Y L E G U I D E L I N E S

MONROVIA
Style Guidelines 2018—19
Table of Contents
03 — The Monrovia Brand
09 — Logo Variations
17 — Typography
20 — Palette
24 — Photography
31 — Collateral
34 — Digital
TOC

MONROVIA
Style Guidelines 2018—19
The Monrovia Brand
04 — Manifesto
05 — The Golden Circle
06 — Brand Values
07 — Personality / Tone and Manner
08 — Style Guide Pillars
Brand

MONROVIA Style Guidelines
2018—19
The Monrovia Brand: Manifesto
At Monrovia, our gratitude and reverence for nature inspires
us to be kind to all living things.
We use our hearts, minds and hands to select, nurture and
grow our family of plants with incomparable techniques,
best practices of the highest industry standard, designed for
every landscape need, every region, every patch of soil.
And for nearly a century, we have poured our passion
and expertise into each plant we grow, so that the next
generation of plants will be stronger for the next generation
of humans.
There is a simple joy in connecting humans to the awe,
magic and wonder of nature, in making the world a more
beautiful place and in doing our part to defend its honor.
At Monrovia, we are proud to help shape the world we live in
and our commitment to these virtues has always been, well
frankly, in our nature.
Brand

MONROVIA Style Guidelines
2018—19
The Monrovia Brand: The Golden Circle
To connect humans to the finest of nature.
We use our hearts, minds and hands to cultivate a
well-bred selection of nature’s finest.
We source, propagate, and grow the finest selection
of plants on earth.
Brand

MONROVIA Style Guidelines
2018—19
The Monrovia Brand: Brand Values
Leadership
The courage to grow a better future.
Authenticity
As real as it gets.
Passion
Committed in heart and mind.
Quality
What we do, we do incredibly well.
Craftsmanship
Beauty of nature is safe in our hands.
Respect
For nature, nurture and mother earth.
Innovation
Select, propagate & grow to be the best.
Brand

MONROVIA Style Guidelines
2018—19
The Monrovia Brand: Personality
The Monrovia Brand: Tone & Manner
Brand

MONROVIA Style Guidelines
2018—19
The Monrovia Brand: Style Guide Pillars
Our style guide pillars (and ways they might be expressed):
Our style guide is focused on not only what we at Monrovia say and how we say it, but on
what our visual choices convey — from our logo and typefaces to our color palette and photography.
All of these ladder up to a core set of pillars — the core truths Monrovia embraces
every day culturally, emotionally, and in our actions. Practically speaking, each pillar is a filter
through which we can ensure that what we’re communicating, across channels, carries a
consistently powerful message and meaning.
Connection
The emotional and physical nourishment shared between human beings and Mother Earth.
“We use our hearts, minds and hands to nurture and grow…”
• People living with nature; inspiring snapshots of real life enhanced by plants and flowers
• The tangible and sensory power of tools, soil and process; evidence of human
connection even when humans are not shown
• The delight of bringing nature inside the home, or seeing nature outside from within
Wonder
The magic of “taking notice.” Recognizing the power and beauty of nature everyday, anywhere.
“There is a simple joy in connecting humans to nature, in making the world a more beautiful place.”
• The vibrant color in a tiny petal, shown extremely close up.
• The sweetness of a blooming flower’s scent, shown through a mother and child.
• The awe of a plant’s beauty in context: in a nursery, a garden, or painting a rolling
landscape.
Craftsmanship
The power of patience, nurturing and enduring generations.
“We have adopted the pace of Mother Nature and her secret is patience and love.”
• The vitality and strength of each thriving plant.
• Scenes from the company’s rich, familial history.
• The expertise and patience provided by the craftsmen.
Brand

MONROVIA
Style Guidelines 2018—19
Logo Variations
10 — Logo and Logomark
12 — Logotype
13 — Logo Lockups
14 — Color Usage
15 — Elite Partnership Badge
Logo

MONROVIA
Style Guidelines 2018—19

MONROVIA Style Guidelines
2018—19
Logo
The Monrovia logo symbolizes a world-class horticulture, legacy, craftsmanship and growth.
It is composed of the flower symbol, the Monrovia logotype and “Grow Beautifully” tagline.
The serifed, traditional typography represents our heritage, trust and gravitas. The flower
symbol references craft and our industry. The brand tagline is set in a sans-serif font to
modernize and bring balance to the otherwise traditional logo.
• Always use the original and approved art. Never alter any aspect of it. Do not attempt to
draw or recreate the Monrovia lettering using alternate computer fonts.
Logomark
The Monrovia flower symbol should never be used as a substitute for the Monrovia logo,
but can be used as a secondary graphic device. It should be positioned away from the full
logo and used as a stand-alone icon or as a large, subtle secondary graphic.
Logo

MONROVIA Style Guidelines
2018—19
Logotype
The proportions and spacing in our are very intentional. As illustrated below, the logo
should always be surrounded by a minimum area of space. The area of clear space ensures
that headlines, text or other visual elements do not encroach on the logo. The area is
defined by using the height of the flower bud element is referred to as “x”. The tagline width
is as scaled & tracked specifically to set a firm foundation for the logo to stack upon. The
distance between tagline and logo is determined by doubling the cap-height of the tagline.
X
CLEAR SPACE
X
X
X
Logo

MONROVIA Style Guidelines
2018—19
Logo Lockups
• When placing and sizing the logo, ensure it maintains a high level of prominence.
A
• The logo should act as a prominent design element in most collateral. Refer to the
in-situation examples later in this deck on pg. ___.
• The preferred use of the logo is vertically stacked; however, the horizontal execution
can be used if the situation warrants.
• The animated lockup should be used in videos as a title or end card only.
• All other instances of the logo in video should use the standard logo lockup instead
of the animation.
B
C
D
Logo
A
B
C
D
— Stacked Tagline
— Badge with Tagline
— Horizontal Tagline
— Animated Logo Build

MONROVIA Style Guidelines
2018—19
Color Usage
A
The preferred execution of the Monrovia logo is the green logo on a white background.
In certain instances it’s also acceptable to use the green logo on a colored background,
assuming the color is light enough that the green of the logo maintains a high level of
contrast and pop.
When working with darker colors, backgrounds or photographs, the white logo with the
green background can be used. In these instances, the white logo can be used as long as it
maintains a high level of contrast and pop. The preference is always to use the white logo
with the green background.
B
C
D
E
A — Monrovia Green on White
Logo
B — MNRV Green on Sand
C — Sand on Monrovia Green
D — Black on White
E — White on Black

MONROVIA Style Guidelines
2018—19
Elite Partnership Badge: Option 1
The Elite Partnership logo lockups should be used to guide the design of all Elite Partnership
badges. The Independent Garden Center logo should be placed where it states “Insert
Garden Center Logo Here” in the lockup below.
Circular Sticker, 3.5”
P R O U D T O
B E A N
E L I T E P A R N E R
Insert Garden
Center er Logo o Here
M O N R O V
I A
Rectangular Mini Card, 3.5” x 1.75”
PROUD TO BE AN ELITE PARTNER
There’s More Than What’s In-Store
WWW.MONROVIA.COM
Logo
Front
Back

MONROVIA Style Guidelines
2018—19
Elite Partnership Badge: Option 2
Independent Garden Centers are also welcome to use this option to showcase that they are
an Elite Partner on their websites, through digital newsletters or email campaigns.
T O
B E
A N
E L
I T E
P R O U D
P A R N E R
T O
B E
A N
E L
I T E
P R O U D
P A R N E R
M O NROVIA
M O NROVIA
Circular Digital Badge
Logo

MONROVIA
Style Guidelines 2018—19
Typography
18 — Typeface
19 — Sample Font Usage
Type

MONROVIA Style Guidelines
2018—19
Typeface
Freight Text Pro
Freight Text Pro and Freight Sans Pro (seen below) are our primary typefaces. They
should be used as the main typeface for all collateral. Freight Text Pro is a simple, pleasant,
luxuriously proportioned and easy to read serif. This serif font maintains the feeling of
legacy while becoming more grounded and approachable with its thicker serifs. Freight is
an extremely versatile superfamily with many different versions available, making it suitable
for a wide range of typographic challenges. Freight Text is available in five weights—light,
book, medium, bold and black—each with matching italics and small caps styles.
Freight Text Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Freight Sans Pro
Freight Sans is the sans-serif companion to the typeface Freight Text. Its humanist forms
give it a warm and friendly appearance. It has a large x-height and open apertures which
makes it a great sans for setting body copy. Freight Sans is available in five weights—light,
book, medium, bold and black—each with matching italics and small caps styles.
Freight Sans Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Roller Script
Rollerscript is a secondary typeface that should be used sparingly and only when wanting
to add a human touch to collateral. This typeface is an organic handwritten font to add a
humanistic element to certain graphic layouts. The aim of including this font is to give a
nod to the hands on nature of the skilled Monrovia Craftsman. The script finds a balance
between lots of character while remaining legible.
Roller Script Smooth
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Type

MONROVIA Style Guidelines
2018—19
Sample Font Usage
Font Weights
bold
semibold
medium
book
bold
semibold
medium
book
Heirarchy
LOREM IPSUM DOLOR SIT AMET
Lopem ipsum
dolor sit amet,
tincidunt.
Lorem ipsum dolor sit amet,
consectuer adipiscing elit sed.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation ullamcorper suscipit nibh
euismod tincidunt ut nibh euismod tincidunt ut.
Eye Brow
Font weight: Semi-Bold
Letter Spacing: 75
Case: All Caps
Headline
Font weight: Medium
Letter Spacing: 0
Case: Sentence Case
Subheadline
Font weight: Medium
Letter Spacing: 0
Case: Sentence Case
Body Copy
Font weight: Book
Letter Spacing: 10
Case: Sentence Case
Type
Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation ullamcorper suscipit nibh
euismod tincidunt ut nibh euismod tincidunt ut.

MONROVIA
Style Guidelines 2018—19
Palette
21 — Primary Color Palette
22 — Secondary Color Palette
23 — Texture & Pattern
Palette

MONROVIA Style Guidelines
2018—19
Primary Color Palette
The primary color palette directly connects Monrovia to the Earth and its organic qualities.
This should be used in all core branding materials.
MNRV GREEN
PMS XXX
CYMK 79 55 95 42
RGB 52 69 39
WEB #a4777e
Spring Green
PMS XXX
CYMK 52 25 93 2
RGB 136 155 58
WEB #889b3a
Sand
PMS XXX
CYMK 22 21 39 0
RGB 206 192 159
WEB #cec09f
Charcoal
PMS XXX
CYMK 72 63 62 44
RGB 64 65 66
WEB #404142
Mulch
PMS XXX
CYMK 57 69 76 33
RGB 99 571 59
WEB #63473b
Palette

MONROVIA Style Guidelines
2018—19
Secondary Color Palette
The secondary palette represents the joy and excitement that nature brings into the lives of
our consumers. This palette may be used in supportive impressions. Used on the product
level through hangtags, posters, or in-store promo materials as an accent color.
Heather
PMS XXX
CYMK 42 83 16 15
RGB 143 66 117
WEB #8f4275
Dusty Rose
PMS XXX
CYMK 0 42 24 0
RGB 247 170 168
WEB #a4777e
Poppy
PMS XXX
CYMK 8 56 90 0
RGB 228 132 43
WEB #a4777e
Marigold
PMS XXX
CYMK 10 26 85 0
RGB 233 187 57
WEB #a4777e
Peacock
PMS XXX
CYMK 80 21 37 8
RGB 20 139 149
WEB #148c94
Day Blue
PMS XXX
CYMK 74 29 7 3
RGB 58 144 191
WEB #a4777e
Night Sky
PMS XXX
CYMK 91 70 15 38
RGB 30 59 102
WEB #1f3b66
Violet
PMS XXX
CYMK 80 21 37 8
RGB 94 91 164
WEB #5e5ca3
Palette
Neutral Gray
PMS 5437
CYMK 24 18 18 0
RGB 199 199 199
WEB #c7c7c7

MONROVIA Style Guidelines
2018—19
Texture
Pattern
To reinforce our connection to nature and the tactility of our industry, a library of organic
inspired textures has been assembled. These textures include a combination of actual plants
as well as textiles, woodgrains and kraft paper
For more graphic applications, several patterns have been
developed to add texture to a layout or design. Through the use
of the brand color palette and varied tints of the texture allows
for many applications.
Palette

MONROVIA
Style Guidelines 2018—19
Photography
25 — Brand Photography
26 — Craftsmanship
27 — Wonder
29 — Connection
30 — Landscapes
photography

MONROVIA Style Guidelines
2018—19
Brand Photography
To support Monrovia’s manifesto and values, our brand
photography is broken down into four sections:
• Connection
• Wonder
• Craftsmanship
• Landscape
Each section includes an explanation of it’s link back
to the brand.
photography

MONROVIA Style Guidelines
2018—19
Craftsmanship
The care that goes into helping our small cuttings grow into a full, sturdy plants is defined by
the legacy of Monrovia craftsmanship. The weathered human hands that have added beauty
and sustenance to our lives and lives for generations to come.
photography

MONROVIA Style Guidelines
2018—19
Wonder, pt I
Whether you’re up close marveling at a plant’s vibrant colors, varied textures or fragrant
scents, or at a distance enjoying the harmony of lush, varied landscape, nature’s wonder
brings all our senses to life and encourages us to pause, connect and be present.
photography
Extreme Close-Up Close-Up Mid-Range

MONROVIA Style Guidelines
2018—19
Wonder, pt II
Whether you’re up close witnessing a plant’s intricate details or zoomed out experiencing a
variety of plants working together to build a lush and beautiful landscape, nature’s wonder
can bring all of the five senses alive.
photography
Plant Within Context
From the Nursery

MONROVIA Style Guidelines
2018—19
Connection
The connection between humans and nature is core to our enjoyment of everyday life. In
an age of fast technology and perpetual gear-shifting, humans are centered by the beauty
and endurance of nature. Nature in turn relies on humans to nurture it and preserve it for
generations to come.
photography

MONROVIA Style Guidelines
2018—19
Landscapes
A cohesively designed front or backyard allows us to bring the feeling of home outside.
In doing so, we experience a new respect for nature and how we can help it thrive while
integrating it into our lives.
photography

MONROVIA
Style Guidelines 2018—19
Out-of-Home Collateral
32 — Poster
33 — Truck Wrap
Out-of-Home

Order now to take the ‘Million Blooms Challenge.’ We’ll send you a FREE “Spring is SunBelievable” Sales Kit,
MONROVIA Style Guidelines
2018—19
Poster Sample
In posters, focus on using minimal large text and instead allow your photos to sell in
your products. When possible, let all text lay over the image using slightly transparent
backgrounds to make the text more legible. Limit use of the Rollerscript font to 3-4 words at
most for copy that feels conversational in nature.
One Plant.
1,000 Blooms.
Isn’t Spring SunBelievable?
INTRODUCING SUNBELIEVABLE
Start Spring with the only sunflower that produces 1,000 flowers in a single season —
from the first blooms to the first frost.
Out-of-Home
which includes everything you’ll need to tie-in to our extensive print, digital and social marketing campaign for Spring.
To make your Spring SunBelievable, go to Monrovia.com/Spring or visit us at MANTS, Booth #626/727.
© 2019 Monrovia. Minimum order requirements.

MONROVIA Style Guidelines
2018—19
Truck Wrap
Think of the Monrovia transport trucks as a billboard on wheels. To capitalize on this visual
real estate, the designed graphic uses a combination of “wonder” shots and plants in
branded pots. Wonder shots work in this context as they are singular in focus and a quickread
in passing. Showcasing branded pots will also build a visual connection to the brand
when the viewer seeing Monrovia plants while in stores or garden centers.
588236
Make Your Dream
Garden a Reality
Shop MONROVIA.COM
Visit us online
MONROVIA.COM
#growbeautifully
Side
Back
Out-of-Home
Truck Trailer Wrap
52.1’ X 8.3’

MONROVIA
Style Guidelines 2018—19
Digital
35 — Facebook
36 — Instagram
Digital

MONROVIA Style Guidelines
2018—19
Facebook Brand Banner
Permanent
Use the header image to
showcase brand messaging
and imagery to make a
statement about connecting
humans to the finest of
nature.
Promotional
Facebook header images can
be updated with messaging
based on seasons or current
promotions. Regular updates
can help keep your facebook
vibrant and full of life.
One Flower.
1,000 Blooms.
Digital
Isn’t Spring SunBelievable?

MONROVIA Style Guidelines
2018—19
Instagram
By nature Instagram is a highly visual social platform. In order for Monrovia to make the
most of the platform, photos posted on Instagram should go beyond basic plant photography.
Images should:
• Highlight the “wonder” of plants, through unique perspectives or artful framing
• Showcase the craftsmanship and expertise of the growers and nurseries
• Show the lifestyle connections with humans without explicitly showing faces.
(hands, scenes or human artifacts, etc. that hint that a person is near)
• Graphic posts that share an aspirational quote or highlight a season product.
Digital

MONROVIA
Style Guidelines 2018—19