Brand Style Guide
WIP
01
About
Our Mission
Who, What, Why
Who We Are
We are an impassioned mix of digital strategies, content visionaries, inventive creatives and website geniuses. Driven by the stories and hard work of the independent retailers we partner with, we create custom digital marketing strategies to amplify their voices and profitability.
What We Believe
The growing digital landscape knows no bounds. Businesses no longer have to be confined by physical location, opening doors to new possibilities and exponential growth. Our members want to grow and connect with their customers, but don’t know how. They just need to be shown what is possible
Who We Serve
Our “members” are independent retailers in the home furnishings and kitchen appliance industries. However, when we refer to our “members” we don’t just mean clients. We mean family, hometown heroes, and retail warriors. They’re people who aren’t afraid to roll up their sleeves everyday to build a better future for their families and communities. It is our mission to share in their passion and ambition to become industry disruptors.
Core Values
01 Trust
We must have trust to flourish. Trust in the company’s mission, in the vision that we are building for our members, and in each other.
02 Innovation
We are never satisfied with the status quo. Every day comes with a new challenge and new opportunities. It’s a bold statement, but we know we must grow or die.
03 Focus
Always start with a plan, and stick with it. Our team knows what it’s like to get thrown a curveball, but we always aim to smash it for a homerun.
04 Execution
We know how important it is to get the job done. Not just talk about big ideas and possibilities for the future, but actually take it across the finish line.
05 Teamwork
Our people are the most important ingredient in our recipe for success. If we aren’t helping our own people grow and learn to work together, the rest doesn’t matter.
Personality & Culture
Personality
Our character reflects how we act. It’s the lens that others see us through and the attitude they interact with.
We are creative. We are professionals, but we are also humans that like to have a little fun from time to time.
Words: Colorful, Bold, Fresh, Creative, Innovative, Digital Forward, Relatable, Brilliant
Culture
Work or play, we do it all together.
Core Design Principles
01 CLEAR
02 MODERN
03 ENGAGING
Our design style is always reflective of these three criteria, regardless of the deliverable. Our goal is to communicate our story and the voices of our members as accurately and clearly as we can so that our audiences know how to respond and engage with us.
02
Logos & Usage
Our logo is made up of the gears that represent AVB, inc, and illustrate the idea of all the different moving parts within our company that come together to make our members’ dreams a reality. It has multiple forms depending on the use case. Refer to the guidelines below regarding the appropriate ways to use each form.
Main Horizontal
Main Form of the Logo that should be used whenever possible.
Color – The logo must only be used in either black or white
03
Color
Basically the whole box of crayons to get creative with.
Solids – Primary Palette
AVBM – Black
Hex: #231f20
RGB: 35-31-32
CMYK: 0-0-0-100
Pantone: PMS Black C
AVBM – Blue
Hex: #00adcc
RGB: 0-173-204
CMYK: 74-10-15-0
Pantone: PMS 638C
AVBM – White
Hex: #ffffff
RGB: 255-255-255
CMYK: 0-0-0-0
Pantone: PMS White
Solids – Secondary Palette
AVBM – Dark Green
Hex: #004d52
RGB: 0-77-82
CMYK: 93-53-56-36
Pantone: PMS 316 C
AVBM – Green
Hex: #6bbfa7
RGB: 107-191-167
CMYK: 58-3-42-0
Pantone: PMS 563 C
AVBM – Dark Purple
Hex: #331c57
RGB: 51-28-87
CMYK: 92-100-33-30
Pantone: PMS 2695 C
AVBM – Purple
Hex: #8529d6
RGB: 133-41-214
CMYK: 64-83-0-0
Pantone: PMS 266 C
AVBM – Red
Hex: #dc2428
RGB: 220-36-40
CMYK: 9-99-100-0
Pantone: PMS 485 C
AVBM – Orange
Hex: #f25922
RGB: 242-89-34
CMYK: 0-92-100-0
Pantone: PMS 165 C
AVBM – Light Yellow
Hex: #ffcc59
RGB: 255-204-89
CMYK: 0-20-76-0
Pantone: PMS 121 C
AVBM – Yellow
Hex: #ffe627
RGB: 255-230-39
CMYK: 2-4=93-0
Pantone: PMS 107 C
AVBM – gold
Hex: #d9b343
RGB: 217-179-67
CMYK: 0-17-69-14
Pantone: PMS 7407 C
Gradients
Textures
04
Typography
Simple, Sweet, Objektive
Fonts
Objektiv is the preferred font to use if Adobe Fonts is available
Mulish is the substitute Google font to be used if Adobe Fonts IS NOT available.
05
Photography & Videography
How to carry our brand through photo and video.
Photography
Our Photography and use of images reflect the work we do and the people we create for. We aim to capture the stories of our members and the relationships we’ve built with them. We want to show the passionate drive and energy that characterizes the AVB family.
We use our own photos when possible, but if we don’t have appropriate images in our own libraries, we use i-stock images.
Photography
We use mockups of stationary, ads, merchandise, devices, and promotional materials to provide our members context around the work we do and to emphasize the digital nature of our services. Conserding the large age demographic of our users and how they are new to the field of digital marketing, this helps demystify our work and establish our credibility and reputation.
People
Whether we are shooting images of members or employees, we aim to represent our diverse community as inclusively as possible. There is no need to make them look like models, we want to capture them as authentically as we can.
