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Gaya's Baby Brand Guide
- 1. Gaya’s Baby Learning Center & Store Brand Guide
- 2. © Kitley DeFelice, 2020
- 4. 6 About Gaya’s Baby G aya’s Baby Learning Center & Store provides baby, infant, and toddler gear, toys, books, select infant food products, and select diapers. Gaya’s Baby also supplies inexpensive access to trained and specialized experts in pregnancy, children, and parenting. Most classes or courses in pregnancy and parenting are available in hospitals—Gaya’s Baby provides these kinds of classes in a more accessible semi-retail environment. Customers of Gaya’s Baby will feel comfortable, valued, encouraged, cared for, and supported. They will leave Gaya’s Baby feeling a little bit better about their pregnancy and/or child(ren). Consumers will think more confidently, satisfied, and self-assured of themselves with the newly gained expertise and/or items they purchased from Gaya’s Baby. Employees of Gaya’s Baby are certified and expertly trained and specialized in pregnancy, children, and parenting. Not only do Gaya’s Baby’s employees possess the formal training and expertise in pregnancy, children, and parenting, but that they are also very understanding, tolerant, and considerate as well—Gaya’s Baby’s customers will never feel judged. Gaya’s Baby creates a welcoming, dependable, and instructive environment to help first-time and/or young families navigate pregnancy and parenthood with both educational expertise and the appropriate gear and toys for their child(ren). With Gaya’s Baby’s and its employees being informative, supportive, dependable, trustworthy, and considerate, this will result in customers of Gaya’s Baby—new and young families—to feel well taken care of and more confident in their own newly learned abilities in being a parent due to the advice from Gaya’s Baby’s staff. Target Audience • First-time or young families - mothers / women and men / fathers • Ages 25 to 35 • Average annual income - $30,000 to $40,000 • Families who want the best for their children, but don’t have a lot of money to spend Most young or first-time families can’t always afford to go hospitals for help with their pregnancy or child(ren), so they may not get the help,information,andbabygearthattheyneed.Therearepregnancy and baby stores, but they can often be too expensive. These first- time and/or young families are looking for the most bang for their buck - options that are inexpensive but still valid and helpful. Consumers will come to our center with questions and concerns about their family’s pregnancy and how to best be a parent. After their experience with Gaya’s Baby, customers will leave with more peace-of-mind, more confidence in themselves, and better educated about how to best take care of their family.
- 5. 98 Color ColorPrimary Brand Colors Secondary Brand Colors HEX: 056076 R: 5 G: 96 B: 118 C: 92 M: 53 Y: 40 K: 16 PANTONE: 3155 HEX: FAAC73 R: 250 G: 172 B: 115 C: 0 M: 38 Y: 59 K: 0 PANTONE: 7410 HEX: C2A2C0 R: 194 G: 162 B: 192 C: 23 M: 38 Y: 7 K: 0 PANTONE: 5155 HEX: C5D4E2 R: 197 G: 212 B: 226 C: 21 M: 10 Y: 5 K: 0 PANTONE: 643 HEX: C0504D R: 192 G: 80 B: 77 C: 19 M: 81 Y: 67 K: 6 PANTONE: 7619 HEX: F6DADF R: 246 G: 218 B: 223 C: 2 M: 16 Y: 4 K: 0 PANTONE: 705
- 6. 1110 Use any of the brand colors to create gradients to transparency to utilize in designs. For example, see below: Color-to-color gradient options can also be used. Just ensure that designs don’t end up looking too busy. Color Gradients
- 7. 13 Logo Logo The Gaya’s Baby logomark must stand out whenever in use alone, therefore, 1 X of clear spacing must be around all sides of the logo, where X is half of the width of the logo. This ensures that designs do not end up looking too busy, crowded, or overwhelming. 1 X1 X 1 X 1 X 1 X For the text of the combination mark, use the font Bookman Old Style in the color black. The text “Gaya’s Baby” will be bold and italic and while the subtitle text “Learning Center & Store,” which remains normal / regular. Bookman Old Style is the only font permissible to used for Gaya’s Baby combination marks. See more about Bookman Old Style in the typography section. There are two options for a combination mark for Gaya’s Baby. The logo can either be on the left with the text left aligned towards it, or the text can be center aligned below the logo. Choose whatever works best for the design layout being addressed. For the left aligned combination mark, set the font point size of the “Gaya’s Baby” text to an amount where the width of the text is about the same as the width of the “Learning Center & Store” text. For the center aligned combination mark, set the font point size of “Gaya’s Baby” to an amount where its width is a bit less than the width of the “Learning Center & Store” text, enough to create a kind of “stairstep” look between the two lines of text. Gaya’s Baby Learning Center & Store Gaya’s Baby Learning Center & Store Spacing of Logomark Combination Marks
- 8. 15 For the left aligned combination mark, ensure that there is 1 X of clear spacing around all sides of the combination mark, where X is the height of the combination mark. Gaya’s Baby Learning Center & Store 1 X1 X 1 X 1 X 1 X For the center aligned combination mark, there must be 1 X of clear spacing around all sides of the combination mark, where X is the width of the logomark within the combination mark. Having proper spacing with the combination mark in designs—like with the individual logomark—makes sure that designs do not end up looking too busy, crowded, or overwhelming. 1 X 1 X 1 X 1 X 1 X Gaya’s Baby Learning Center & Store Logo LogoSpacing of Combination Marks Spacing of Combination Marks
- 9. 1716 The logomark using the primary brand colors should be the first choice when utilizing the Gaya’s Baby logomark in designs. This color option of the logomark should also be the first option for utilizing in combination marks. If a single-color logomark is required for a design, the first choice of the one color to use for the logomark follows below: This single-color option for the Gaya’s Baby logo can also be applied to combination marks: Gaya’s Baby Learning Center & Store Gaya’s Baby Learning Center & Store The second single-color option for the logo is black: The third single-color option for the logo is white: Use whichever of the color options that work best for the design and layout being addressed. Gaya’s Baby Learning Center & Store Gaya’s Baby Learning Center & Store Gaya’s Baby Learning Center & Store Gaya’s Baby Learning Center & Store Logo LogoColor Options Color Options
- 10. 1918 Use the font Bookman Old Style for combination marks and major titles, headlines, and major subtitles of design works. Various styles of the font (regular, italic, bold, bold italic) may be used to create emphasis and hierarchy in designs. See the combination mark section for instructions about utilizing Bookman Old Style in combination marks. Bookman Old Style is the main headline / serif brand font for Gaya’s Baby. Other options are discussed on the following pages and are approved to be utilized in designs, but this font should be the first choice for major titles, headlines, and subtitles of design works. Bookman Old Style a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z The quick brown fox jumps over the lazy dog. Bookman Old Style Italic Bookman Old Style Bold Bookman Old Style Bold Italic Use the font Dubai as a sans serif typeface to utilize in body text and to create emphasis (or de-emphasis) and hierarchy in designs. Various styles of the font (light, regular, medium, bold) may be used. DubaiisthemainbodytextbrandfontforGaya’sBaby.Otheroptions are discussed on the following pages and are approved to be used in designs, but this font should be the first choice for body text. Dubai a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z The quick brown fox jumps over the lazy dog. Dubai Light Dubai Regular Dubai Medium Dubai Bold Typography TypographyHeadline Font Body Text Font
- 11. 20 Use the font Minion Variable Concept for major titles, headlines, and subtitles of design works. Various styles of the font (see below) may be used to create emphasis and hierarchy in designs. Minion Variable Concept a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z The quick brown fox jumps over the lazy dog. Regular Medium Semibold Bold Display DisplayMedium DisplaySemibold Display Bold Italic Medium Italic Semibold Italic Bold Italic DisplayItalic DisplayMediumItalic Display SemiboldItalic Display BoldItalic Use the font Sitka for major titles, headlines, and subtitles of design works. Various styles of the font (regular, italic, bold, bold italic) may be used to create emphasis and hierarchy in designs. Sitka a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z The quick brown fox jumps over the lazy dog. Sitka Sitka Italic Sitka Bold Sitka Bold Italic Typography TypographyHeadline Options Headline Options
- 12. 2322 In addition to Dubai, the font Signika is may be used as a sans serif typeface to utilize in body text and to create emphasis (or de- emphasis) and hierarchy in designs. Various styles of the font (light, regular, semibold, bold) may be used. Signika a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z The quick brown fox jumps over the lazy dog. Signika Light Signika Regular Signika Semibold Signika Bold Candara is another font that can be used as a sans serif typeface to utilize in body text and to create emphasis (or de-emphasis) and hierarchy in designs. Various styles of the font (light, regular, italic, light italic, bold, bold italic) may be used. Candara a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z The quick brown fox jumps over the lazy dog. Candara Light Candara Light Italic Candara Regular Candara Italic Candara Bold Candara Bold Italic Typography TypographyBody Text Options Body Text Options
- 13. 2524 When utilizing photography in designs, ensure that the subject matter of the photo as well as the composition is not too busy, cluttered, or crowded looking. Examples follow below: When using photography in design for Gaya’s Baby, it is important to ensure that the photography is not a major focus. It’s meant to catch the viewer’s eye, but not necessarily keep them occupied. Photography utilized in design for Gaya’s Baby should not distract the audience, but it helps to capture their attention so that they look at the touchpoint. To make sure that photos are not too distracting but still visible and attention-grabbing, utilize these tips: • When using photography in print applications, lower the opacity of the photo to between 50% to 80%. See the touchpoints section for brand applications including photos. • Similarly, use gradient masks in Photoshop to “fade” the photos to transparency in print and web layouts. They don’t have to be just straight line gradients, they can be irregularly shaped to best fit in the layout. • Overlay solid colors over photos. See the color section. This will allow viewers to mainly see just the solid block of color, but if they look closer, they’ll see the photo. • In addition, use solid color gradients between the color and transparent to overlay over photos (most likely with the photo’s opacity lowered as well). See the color section. • Similarly, use color-to-color gradients to overlay over photos. See the color section. See the following examples: Photography
- 14. 2726 In addition to the previous guidelines, when developing design solutions for Gaya’s Baby, utilize circles as a design element. Circles are used as a design element because the roundness of circles is friendly and comforting, which aligns with the mission, vision, rationale, and target audiences of Gaya’s Baby. The shapes utilized in designs don’t have to be just perfect circles. Use circles as a starting point to help get the creative juices flowing when developing design solutions. Cut out parts of circles, and use those shapes in designs. Other types of shapes can be used in designs as well, such as rectangles, lines, etc. Get creative! See the touchpoints section for corporate collateral including circles and shapes derived from circles. See the design prototype at tinyurl.com/GBWBSD Website Design Design Elements TouchpointsCircles Corporate Collateral Brand Applications
- 15. 2928 Stationery Gaya’s Baby Learning Center & Store 5274 Hanna Ave Indianapolis, IN 46227 Vera Anderson & Family 8166 Brill Rd Indianapolis, IN 46241 Learn ing Center & S tore Gaya’s Baby Gaya’s Baby Learning Center & Store Gloria Dupont 317-657-8932 Gloria.Dupont@GayasBaby.com Advisor & Sales Associate Gaya’s Baby Learning Center & Store www.GayasBaby.com Gayas_Baby 5274 Hanna Avenue Indianapolis, IN 46227 Gaya’s Baby Learning Center & Store www.GayasBaby.com 5274 Hanna Ave Indianapolis, IN 46227 Gaya’s Baby Learning Center & Store 5274 Hanna Ave Indianapolis, IN 46227 Vera Anderson & Family 8166 Brill Rd Indianapolis, IN 46241 Learn ing Center & S tore Gaya’s Baby Gaya’s Baby Learning Center & Store Gloria Dupont 317-657-8932 Gloria.Dupont@GayasBaby.com Advisor & Sales Associate Gaya’s Baby Learning Center & Store www.GayasBaby.com Gayas_Baby 5274 Hanna Avenue Indianapolis, IN 46227 Gaya’s Baby Learning Center & Store www.GayasBaby.com 5274 Hanna Ave Indianapolis, IN 46227 Touchpoints TouchpointsCorporate Collateral Brand Applications Corporate Collateral Brand Applications
- 17. 3332 Baby Clothing Baby Lotion Packaging Touchpoints Corporate Collateral Brand Applications Touchpoints Corporate Collateral Brand Applications
- 18. 3534 Canvas Tote Bag T-Shirt Touchpoints Corporate Collateral Brand Applications Touchpoints Corporate Collateral Brand Applications
- 19. 3736 Employee Polo Shirt Touchpoints Corporate Collateral Brand Applications Touchpoints Corporate Collateral Brand Applications
- 20. © Kitley DeFelice, 2020