Smart Market Brand Guide

Contents
Primary Mark 03
Secondary Mark 10
Tertiary Marks 16
Brand Colors 22
Typography 25
Graphic Elements 29
Photography 33
Applications 35
Smart Market Brand Guide 2
This document contains
guidelines regarding the
Smart Market brand elements
and how to implement them.
The brand guide should
be used by designers and
marketers as a resource
to ensure that the Smart
Market brand is displayed
consistently and accurately
throughout diverse media
and marketing. Reference
this guide when making
decisions about how to
visualize the brand so that
a cooperative brand style
is delivered to our audience.

Primary
Mark

Primary Mark
Primary Mark
This is the primary mark
of the logo. This version
should be used whenever
possible for both printed
and digital collateral. The
logo has been carefully
developed and should be
used exactly as seen here;
do not add, alter or remove
any graphic elements as
this would sacrifice the
integrity of the mark.
Whenever possible, the
logo should be used in
full color as seen here.
This version works best
on a solid white or black
colored background.

Primary Mark
Primary Mark Reversed
In instances where a single
flood color background is
preferred over white, the
reversed color logo should
be used. Please ensure that
enough contrast is present
between the logo and
the background color
for maximum readability.

Primary Mark
Black and White
For instances where the logo
must appear in black and white,
please use this outlined version
of the logo.

Primary Mark
Clearing
By using the height of the
"s" as a basis for standard
measurement, clearing
space can be created
quickly and effectively
at any size. It is crucial
that no elements or
graphics darker than
5% black encroach on
the clearing space so
that the logo stands
out in all applications.
smartM A R K E T
s
s
s
s
X
X X
X

Primary Mark
Minimum Size
To ensure readability in all
applications, it is imperative
that the logo is never used
smaller than the minimum
sizes as shown here.
1 inch (72 pixels) minimum

Primary Mark
Logo Integrity
It’s very important to
maintain the legibility and
carefully-crafted qualities
of the logo throughout all
applications. Please refer to
this guide when determining
usages that may negatively
impact the readability
or integrity of the logo.
The same rules apply to
both the secondary and
tertiary logos.
Do not stretch the logo.
Do not use the logo in colors
outside of the brand palette.
Do not add a stroke or extra
elements to the logo.
Do not lock the logo up with
additional information.
Do not use the logo on gradients
or multi-color backgrounds.
Do not place the logo on complex
backgrounds that compromise
it’s readability. Do not apply effects to the logo.
Do not rotate the logo.
Do not place on colors
with minimal contrast.
smartM A R K E T
XXX
XXX
XXX

Secondary
Mark

Secondary Mark
Secondary Mark
This is the secondary version
of the logo. It is the preferred
version when space dictates
a more vertical application of
the logo. It too should maintain
the integrity of the proportions
established here.

Secondary Mark
Secondary Mark Reversed

Secondary Mark
Black and White
The secondary version
of the logo can easily
be presented in black
and white in instances
where this is required.

Secondary Mark
Clearing
By using the height of the
"s" as a basis for standard
measurement, clearing
space can be created
quickly and effectively
at any size. It is crucial
that no elements or
graphics darker than
5% black encroach on
the clearing space so
that the logo stands
out in all applications.

Secondary Mark
Minimum Size
0.75 inches (54 pixels) minimum

Tertiary
Marks

Tertiary Marks
Tertiary Marks
The tertiary versions of
the logo were crafted to
provideadditional options
whenvisualizing the brand.
Please use these logo marks
only as you see them here.
Do not add, alter or remove
any graphic elements as this
would sacrifice the integrity
of the marks.

Tertiary Marks
Tertiary Marks Reversed

Tertiary Marks
Black and White
The tertiary versions
of the logo can also
be presented in black
and white in instances
where this is required.

Tertiary Marks
Clearing
Follow the same clearing
space rules as the primary
and secondary marks.
smartM A R K E T
s
s
s
s
X
X X
X
smartM A R K E T
s
s
s
s
X
X X
X

Tertiary Marks
Minimum Size

Brand
Colors

Brand Colors
Color Palette
The color palette includes
a mix of neutrals, bright
and bold colors. All brand
materialsshould only use
colors from this palette.

Brand Colors
Color Values
Always refer to this chart
when building colors into
any given communication.
This chart outlines the
specific color values
for Pantone (PMS),
CMYK, RGB and HEX.
For print applications
use PMS or CMYK values.
For digital applications
use RGB or HEX values.
PMS Black 6 C
PMS Black 6 C
C0 M0 Y0 K100
R0 G0 B0
#000000
PMS 7621 C
C20 M100 Y100 K13
R178 G31 B36
#B21F24
PMS 367 C
C40 M3 Y100 K0
R167 G200 B56
#A7C838
PMS 388 C
C13 M2 Y98 K0
R230 G223 B31
#E6DF1F
PMS 7409 C
C9 M37 Y100 K0
R232 G167 B35
#E8A723
PMS 158 C
C0 M63 Y100 K0
R244 G125 B32
#F47D20
PMS 485 C
C0 M98 Y100 K0
R238 G36 B36
#EE2424
PMS 354 C
C79 M0 Y100 K0
R24 G178 B75
#18B24B
White
C0 M0 Y0 K0
R255 G255 B255
#FFFFFF

Typography

Typography
Typography
These are the type families
and weights that are used
to style the headlines and
communications.
Gotham
Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
Book
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
Medium
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
Bold
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
Black
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*

Typography
Typography
Both of these typefaces
should be used across
print and digital media.
Please do not manipulate
the letterforms.
Starling
Book
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
Roman
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
Bold
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
Black
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
Ultra
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*

Gotham Bold works
nicely at a small size in all
caps to indicate categories.
Also consider Gotham Bold
for large headlines.
Typography
Typography
Each typeface offers
several different weights
that, when combined and
used at different type sizes,
create hierarchy within the
messaging of the brand.
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For longer introduction
paragraphs and content,
try Gotham Light at
a large size.
Starling Bold can
be used to call attention
to subhead copy.
Gotham Medium
is nice for callouts.
For body copy and small
captions, stick with
Starling Book for
maximum readability.

Graphic
Elements

Graphic Elements
Iconography
These icons should be
applied when necessary
and maintain the integrity
of the proportions provided.
Any additional icons should
be developed in this two-
color, illustrative style.

Graphic Elements
Pattern 1
This pattern should
maintain the integrity
of the proportions
established here.
Opacity, color
and scale can vary
depending on usage.
Blend Mode: Overlay
Opacity: 25%
Opacity: 100%

Graphic Elements
Pattern 2
This pattern should
maintain the integrity
of the proportions
established here.
Opacity, color
and scale can vary
depending on usage.
Blend Mode: Overlay
Opacity: 25%
Opacity: 100%

Photography

Photography
Photography
Shoppers come to Smart
Market because of their
commitment to providing
quality, all-natural products.
The photos should always
appear authentic — not
overly dramatic or over-
produced. In an instance
where multiple photos are
needed, consider varying
the zoom and angles of the
shots to create dynamic
compositions.

Applications

Applications
Smart Market Brand Guide 36 *Banners scaled down 25% from proper sizes.
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Applications

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