Graphic

Standards
Guide
May 2015

Nicole Langstaff
nelangstaff@gmail.com
(510) 305-7842

Table of Contents
Overview
Lock-up
Multiple Logos
Color Usage
Sizing
Staging
Typography
Color Palette
Graphic Elements
Improper Usage

4
5
6
7
9
10
11
13
15
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Overview
The Wine Experience is a retail wine flavor customization and
label personalization company in Monterey, CA.
This usage guidelines document contains information on the
appropriate and consistent use of the Wine Experience identity
in various applications. Deviation from these guidelines is not
recommended, such as changing typefaces, colors, or sizes. The
goal is to maintain a consistent and accurate representation of
the Wine Experience.
Use the artwork that has been provided and this document
as a reference to best reproduce the graphic identity as it
was designed for its integration into various collateral and
multimedia.

Lock-up
This logo is entirely new for The Wine Experience, which has
no past branding whatsoever. It consists of the company name,
tagline, and year of establishment, surrounding two crossing
wine bottles and all encompassed by a unique wine stain motif
handmade by the designer. There is a subtle vector texture
added that, along with the W in the center, is see-through and
adds a weathered look to the logo.
The identity lock-up has been designed using one typeface,
Raleway, a free Google font. The title The Wine Experience,
is set in small caps with a letter spacing of 100pt (InDesign,
Illustrator). The Taste. Blend. Create. tagline is set all in small
caps with 58pt letter spacing, and the Est. 2015 is set in small
caps with 50pt letter spacing.

Multiple Logos
There are two main versions of the Wine Experience logo: the
text + symbol badge logo and the symbol + external text logo.
The badge logo should be used whenever possible to maintain
consistency within the brand. The logo with external text should
only be used when the logo must be small (i.e. letterhead) or the
inner text would otherwise be illegible for some reason. When
using the external text version, do not include the Est. 2015
text. This logo can be used with the text either to the right or the
left side of the symbol, depending on the surrounding content
(use your best judgment).

External Text

Badge

Color logo on light background

Black logo on white

Color logo on light texture

Color Usage
Light Backgrounds
The logo should primarily be displayed as the original three
color, cut-out version and placed over lighter backgrounds. If
being used on a grayscale document with a light background, it
is acceptable to use a solid black or solid gray version of the logo,
with the same cut-outs. When being placed over a light texture,
the original color logo should be used. These same rules should
be applied when using the external text logo.

External text logo on

light background

Color Usage
Dark Backgrounds
The logo should primarily be used on lighter colored
backgrounds, but it is acceptable to use a reversed out, cut-out
version of the logo on a dark background. The same reversed out
logo should be used on dark textures and grayscale documents
with dark backgrounds. These same rules should be applied
when using the external text logo.

External text logo on

dark background
Logo reversed out on black

Logo reversed out on dark texture

Minimum print
external text logo size
0.5" high, 1.5" wide

Minimum print badge size 1.3"

Recommended 1.5" to 2"

Sizing
The integrity and legibility of the identity is crucial, so it
is important to utilize correct sizes. For screen sizes, you
should consider the legibility; using your best judgment is
recommended. The preferred print size for the badge logo,
no matter the color, is 1.5 inches to 2 inches. The required
minimum print size for the badge logo is 1.3 inches overall
width. Any smaller than this and the external text logo should
be used. The required minimum print size for the external text
logo is 0.5 inches high and 1.5 inches wide from the farthest side
of the wine stain, depending on which version is being used.

Staging
The identity should have a generous amount of clear space
around it. The minimum requirement of area around the
identity should be equal to the width of the inner W at the
center of the crossing bottles. Nothing should fall within this
clear space area, and the identity should be at least this distance
from the edge of the page. The example shows the proper
staging of the logo.
Width of inner W

Text on left or
right side should
align to the top
edge of the Wine
Experience logo.

Text below
should align to
the left or right
edge of the Wine
Experience logo.

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Droid Serif
Regular
Bold

Raleway
Italic
Bold Italic

Thin
ExtraLight
Light

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890#@$%&? | Droid Serif
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890#@$%&? | Raleway

Thin Italic
ExtraLight Italic
Light Italic

Regular

Italic

Medium

Medium Italic

SemiBold
Bold
ExtraBold
Black

SemiBold Italic
Bold Italic
ExtraBold Italic
Black Italic

Typefaces
Raleway is preferable for titles, captions, and small pieces of
information; Droid Serif is preferable for body text. Both may
be used as small caps or all caps when necessary. Acceptable
typesetting of Raleway includes all of the available weights, but
primarily Light, Regular, SemiBold, and Bold should be used.
Droid Serif may also be set in any of the available weights. If
unavailable for print and non-web documents, Myriad Pro
should replace Raleway and Georgia should replace Droid Serif.
Both of these fonts are capable of being used for all web
applications. Raleway and Droid Serif are both free Google fonts.
If not available online for some reason, Arial should be used to
replace Raleway, and Georgia to replace Droid Serif. These are
common fonts found on almost all systems.

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Type Staging
This is an example of type staging with the Title, subhead,
paragraph, and a caption style using the designated fonts.
Titles should typically be set in the Merlot Red, Shiraz Purple,
Cabernet Burgundy, white or black. Subheads can be in black,
white or Shiraz Purple. Body copy should be set in either black
or white. Captions should be black, white or a tint of black.

The Wine Experience Blended Bottles

This is a subhead
This is an example of a paragraph combined
with the title. This is the text that is suitable
for body copy. The Wine Experience is a
wine flavor and wine label customization
retail store that will soon be opening its
doors on Cannery Row in Monterey, CA. The
will offer a variety of services, such as wine
blending and wine making classes, food
pairing lessons, and private group events.
This is a caption. Wine bottles.

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Logo Colors

Cabernet Burgundy

Shiraz Purple

Merlot Red

Pantone 202 CP, 202 UP

CMYK 9/100/64/48
RGB 132/0/41
Web #840028

Pantone 208 CP, 208 UP

CMYK 15/100/37/45
RGB 131/0/62
Web #83003e

Pantone 7622 CP, 7622 UP

CMYK 0/97/89/45
RGB 148/16/20
Web #941014

Color Palette
The colors represented here are to be utilized as the brands
color palette. The three primary identity colors are Cabernet
Burgundy, Shiraz Purple and Merlot Red. The Cabernet
Burgundy is should be used for titles, backgrounds and other
significant components, while the Purple and Red should
be used as accent colors. Printed materials should be CMYK
color formulas, while on-screen documents should use the
color formulas in RGB or hex for web. It should be noted that
Microsoft applications may have challenges incorporating
CMYK color objects, but the conversion to a PDF might solve
the potential issue. It is recommended to test final documents.
Professional printed materials should utilize the Pantone colors.

13

Color Palette
Secondary Color Palette
These colors can be used as secondary or accent colors as well as
neutral tones that will compliment the strength of the primary
colors. The use of these colors is not to replace the primary
colors, but instead used to bring these colors together to work
cohesively as a system. Printed materials should use CMYK color
formulas, and professional prints should utilize the Pantone
colors. On screen documents should use the color formulas in
RGB or hex for web.

Secondary Colors

Blanc

Grigio

Dark Oak

Pantone 141 CP, 141 UP

CMYK 0/16/65/0
RGB 255/213/114
Web #ffd572

Pantone 7401 CP, 7401 UP

CMYK 0/4/27/0
RGB 255/240/195
Web #fff0c3

Pantone 477 CP, 477 UP

CMYK 23/75/78/69
RGB 85/34/17
Web #552211

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Wine Stain

Drops

Center W on logo

Graphic Elements
Some elements of the identity may be used separately as graphic
motifs. These include the wine stain, the drops used on the
stain, and the W in the center of the logo. These may be used
as tints or at a screened back in opacity, as seen throughout this
document where the stain and drops are at 27% opacity. Adjust
tints and opacities at your own discretion. These elements can
also be combined in different ways, as seen here on the back of
the business card.

Business Card Back

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Improper Usage
These examples are provided to demonstrate unacceptable logo
usage. Do not distort or rotate the logo. For requirements on color
usage, please see pages 7 8.

DO NOT put color logo

on red background

DO NOT use colors not

identified on the color palette

DO NOT put color logo

on black background

DO NOT distort the logo

DO NOT rotate the logo

DO NOT screen back logo

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