ESD BrandBook

TABLE OF CONTENTS
Mission and Vision
Values
Unique Positioning
Personality
Brand Voice
Our Brand Identtity
Logotype and Slogan
Typography
Color Palette
Graphics Elements
Brand Look and Feel
Brand Collaboration
Internal Departments
Photography Direction

MISSION
VISION
To express ourselves through creation. To dare to be different. To dare to be ourselves.
To create different experiences through our products.
To dare to be different and create products that bring people unique experiences.
To create things, products, experiences.
To do things differently.
To create stuff. To defy odds. To be different. To give back.
To be different. To create. To defy odds. To help.
To continue to learn and keep growing, experiment and challenge
ourselves; to create a global brand that is classy as fuck but honest
and authentic. something relatable. something different.

VALUES
Knowledge is power sharing it with everyone is a must.
Being honest and having strong moral principals is vital.
Theories and ideas tend to always sound great, but puting in the work
to bring it to life and ensure its value is always our goal.
Were going to ensure we create and innovate with good
quality that provides a ton of value.
Technology is a constant changing and evolving subject, if you dont
adapt and continue to innovate, you already lost.
S H A R I N G
I N T E G R I T Y
PRACTICALITY
INNOVATIVE
QUALITY &
VALUE

Having a brand new and emerging market will alow us to develop a unique culture within the sector;
in which we will offer innovative and functional products and services.
UNIQUE POSITIONING

PERSONALITY
Human and Engaging
While brands lean more and more to automated means of B2C interactions, we will take the complete
opposite approach. Instead we will remain as human as possible in order to create real and engaging
interactions with our customers.
Clear and Straightforward
Tired of reading a product label only to realize you don’t know what the fuck you're reading? We are too.
We’re looking to change this by being as clear and straightforward with our customers as possible.
Expert and Results Driven
Were proud of the collective experiences, abilities, resources and results we are able to achieve by
working with well with others.
Dynamic and Forward-Thinking
Not only do we love what we do, were also always experiencing with new and upcoming technologies.
THIS ALLOWS US TO MAINTAIN A FLEXIBLE AND ADAPTABLE TECHNOLOGIES. WE ALWAYS WANT TO
BE AHEAD WHEN IT COMES TO EMERGING TECH.

We’ve taken a unique approach to brand voice by adapting an “Alter Ego”.
Think of our brand voice as a character like “The Hulk” or like “Dr Jekyll and Mr Hyde.
This will manifest a persona that can be much more relatable with our customers.
These two forms of expression will be the “Light” and “Dark” which can be seen as “Introvert”
and “Extrovert”; We believe that every person is not either an extrovert or an introvert.
Instead I believe we are all a combination of both. Sometimes we want to be expressive and
really active, yet sometimes we rather be more passive and deflect attention all together.
BRAND VOICE

Passive – The Passive, or “Light Mode” will communicate in a detailed manner when mentioning products or anything in general.
The concept behind this, is to inform the customer with specific and detailed information required in order to finalize a purchase.
For example:
“We sell two types of paper, crafted from “Organic” and “Classic” materials for a better overall smoking experience. These also
offer sizes, like the King Size which is 109mm in length, 1 1⁄4 Size which is 84mm in length, and these can be used with any type
of legal smoking herb; For more detail, feel free to check out our Youtube Channel.”
Light Mode:
Passionate / Informative / Amicable
Furthermore, this form will also contain internal traits
that will guide each tone as shown below.
The ESD Tone of Voice will contain two types of expression:
The Passive, or “Light Mode” and The Active, or “Dark Mode”

Active – The Active, or “Dark Mode” will communicate in a much less detailed, but
direct manner. The concept behind this, is to relate more to the customer by expressing
ourselves and cutting off complicated “Industrial” or “Corporate” lingo.
For example:
“Keep it simple dude, we sell Organic and Classic Pre Rolled Cones;
Its simple, choose a type and smoke away!”
Dark Mode:
Authentic / Direct / Sarcastic
Furthermore, this form will also contain internal traits that will guide each tone as shown below.

OUR BRAND IDENTITY
Community
relations
Quality
products
Easy
shopping
Public
Relations
Culture
Distributions
channels
Customer
service
Safety
policies
Communications
practicies
Knowledgeable
associates
Brand identity is the complete
aligment of what customers see,
hear, read experience, and think
about ESD product and services
Brands exist in the mind

THE LOGOTYPE & SLOGAN
Logotype & Slogan
Primary Logotype
Meet our logo! This primary logo is our favorite and should always be used when circunstances
allow. This is the clearest way we can represent our company visually.
SLOGAN
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been
the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley
of type and scrambled it to make a type specimen book. It has survived not only five centuries.

THE LOGOTYPE & SLOGAN
Logotype and slogan
Logotype versions

LOGOTYPE ELEMENTS
1. Name
The ESD wordmark is a fixed element in the logo. Also, it be used on its own.
2. Logotype
The ESD logotype can be used on its own.
3. Tagline
The tagline is written in uppercase letters. It can be used separately.
3. Trademark
Is our intellectual property, consisting of a recognizable ESD wordmark design, or expression which identifies our ESD products or services .
Logo Elements
3
2
1
4

CLEAR SPACE & SIZING
Clear Space & Sizing
Clearspace
Our logo needs some breathing room. Make sure you give it space to stand out.
Minimum size
To make sure our logo is always visible we’be determined a minimum display size for both
print and digital applications.
Minimum print size 0.4 inch (10mm) wide
Minimum digital size 29 pixels wide
Minimum print size 0.8 inch (21mm) wide
Minimum digital size 58 pixels wide

LOGO VARIATIONS
Logo Variations
Variations
There are a couple of different ways to showcase our logo

Characters
Web navigation
Styles
ABCČĆDĐEFGHIJKLMNOPQRSŠTUVWXYZŽabcčćdđefghijklmnopqrsšt
vwxyzž1234567890‘?’“!”(%)[#]{@}/&<-+÷×=>®©$€£¥¢:;,.*
Home Products About Contact HOME PRODUCTS ABOUT CONTACT
Extra-Light
Extra-Light Italic
Light
Light Italic
Regular
Regular Italic
Semi-Bold
Semi-Bold Italic
Bold
Bold Italic
Black
10pt
Size
PRIMARY TYPEFACE
Primaty typography
TITILLIUM WEB
The guide primary typeface for heading and body copy on printed and online materias is Titillium Web.
It is a geometric sans with a wide variety of weights & styles. Its square shapes give a slightly technological vibe.
Try your headings in both the thinner weights and the black weight – both work really well, that complements our
identity. It is available on Google fonts https:/
/fonts.google.com/specimen/Titillium+Web
Use good judment when choosing different weights. Here are the samples and options.
Primary Typeface

Characters
Heading & Sub heading samples
SECONDARY TYPEFACE
PLATEIA BOLD
Plateia Bold is the heaviest weight to be used to increase contrast in body copy.
The style is all-caps, with optically-adjusted small caps mapped to the lower case characters. Ussualy you can use
it to stand out your paragraph using a heading or sub heading format. This typeface is offered free on DaFont.com
ABCČĆDĐEFGHIJKLMNOPQRSŠTUVWXYZŽ
abcčćdđefghijklmnopqrsštuvwxyzž1234567890
‘?’“!”(%)[#]{@}/&<-+÷×=>®©$€£¥¢:;,.*
Sub Heading
HEADING
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 lobortis nisl ut aliquip ex ea commodo consequat. Duis
autem vel eum iriure dolor in hendrerit in.
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 lobortis nisl ut aliquip
ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in.
Secondary Heading Typeface

PRIMARY COLORS
Color Palette
Primary colors
Color is an integral part of brand identity. Consistent use of the color palette with no only reinforce the cohesiveness
of the brand, but color also serves a psycological purpose by communicating a certain feeling your audience.
You can use all percent colors of Pantone® Process Black C.
25% 50% 75%
PANTONE® CMYK
Process Black C (coated paper) | Process Black U (uncoated paper)
C 0 M 0 Y 0 K 100
RGB
R 0 G 0 B 0 | HTML 000000
PANTONE®
Process Black C

SECONDARY COLORS
Secondary colors
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's
standard dummy text ever.
Gradients
We like to use gradients in other elements of the brand. Gradients should always be composed at a 450
angle or
1500
from light to dark, lef to right, bottom on top
45o
Pantone Black C 80% Pantone Black C 80%
150o
PANTONE® Cool Gray 1 C
RGB R217 G217 B214
HEX #D9D9D6
CMYK C4 M2 Y4 K8
PANTONE® Cool Gray 5 C
RGB R177 G179 B179
HEX #B1B3B3
CMYK C13 M9 Y10 K27
PANTONE® Process Cool Gray 10 C
RGB R99 G102 B106
HEX #63666A
CMYK C40 M30 Y20 K66
25% 50% 75% 25% 50% 75% 25% 50% 75%

PRIMARY BACKGROUNDS
Rotate angle
Applications
We like to use rotate our logo in other elements of the brand. The rotate angle should always be at a 160
angle.
16o

SECONDARY BACKGROUNDS
Color backgrounds

ICONS
Icons
Icons
These are our line drawing icons. They are familiar, uncomplicated and friendly, just like we are.

LIGHT & DARK ELEMENTS
Elements With Light & Dark Background
Esd.WasTaken.com

SHAPES
Light Shapes
TITTLE
The style is all-caps, with optically-adjusted small caps mapped to the lower
case characters. Ussualy you can use it to stand out your paragraph using a
heading or sub heading format. This typeface is offered free on DaFont.com
HEADLINE 1
TITTLE
The style is all-caps, with optically-adjusted small caps mapped to the lower case characters. Ussualy you can use it to
stand out your paragraph using a heading or sub heading format. This typeface is offered free on DaFont.com
HEADLINE 1
Shape solid color
Shape transparent color

Shapes
APPLICATIONS
HEADLINE 1
TITTLE
TITTLE
Plateia Bold is the heaviest weight to be used to increase
contrast in body copy. The style is all-caps, with
optically-adjusted small caps mapped to the lower case
characters. Ussualy you can use it to stand out your
paragraph using a heading or sub heading format. This
typeface is offered free on DaFont.com
HEADLINE 1
TITTLE
The style is all-caps, with optically-adjusted small caps mapped to the lower case characters.
Ussualy you can use it to stand out your paragraph using a heading or sub heading format.
This typeface is offered free on DaFont.com
HEADLINE 1
8939 NW 23rd Street,
Doral, Florida, 33172
info@esdistributions.com
Tel +1 786 600 2727
EsdWasTaken.com
contrast in body copy.
The style is all-caps, with optically-adjusted small caps
mapped to the lower case characters. Ussualy you can use it
to stand out your paragraph using a heading or sub heading
format. This typeface is offered free on DaFont.com
Quality.
Innovation.
Succeed.
Tel +1 786 600 2727
EsdWasTaken.com
Quality.
Innovation.
Succeed.
Applications

Shapes
Dark Shapes
LIGHT SHAPES
Shape solid color
Shape transparent color
TITTLE
HEADLINE 1
TITTLE
The style is all-caps, with optically-adjusted small caps mapped to the lower case characters. Ussualy you can use it to
stand out your paragraph using a heading or sub heading format. This typeface is offered free on DaFont.com
HEADLINE 1

HEADLINE 1
TITTLE
TITTLE
contrast in body copy. The style is all-caps, with
optically-adjusted small caps mapped to the lower case
characters. Ussualy you can use it to stand out your
paragraph using a heading or sub heading format. This
typeface is offered free on DaFont.com
HEADLINE 1
TITTLE
The style is all-caps, with optically-adjusted small caps mapped to the lower case characters.
Ussualy you can use it to stand out your paragraph using a heading or sub heading format.
This typeface is offered free on DaFont.com
HEADLINE 1
APPLICATIONS
Tel +1 786 600 2727
EsdWasTaken.com
Quality.
Innovation.
Succeed.
Tel +1 786 600 2727
EsdWasTaken.com
Quality.
Innovation.
Succeed.
Applications

Brand Look And Feel
COLLATERAL DESIGN
Collateral Design

VEHICLES BRANDING
Vehicles Branding

PRODUCTS BRANDING
Pruducts Branding

MERCHANDISING BRANDING
Merchandising Branding

BRANDING SIGNAGE
Branding Signage

OFFICE BRANDING
Office Branding

ESD / RAW Packaging (Prototype)
BRAND COLLABORATION

INTERNAL DEPARTMENTS
Internal Departments
Using the Logo with Internal Department Names
Using the Logo with Multi-line Department Names
Standard stacked
Horizontal
Meet our logo! This primary logo is our favorite and should always be used when circunstances
allow. This is the clearest way we can represent our company visually.
DEPARTMENT
DEPARTMENT
Standard stacked
Horizontal
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT

EXAMPLES OF DEPARTMENTS
Examples of Department Type Treatments
MARKETING
LOGISTICS
FINANCIAL SERVICES
PRODUCTION

APPLICATIONS
Examples of Department Type Treatment Applications
ESD “Light Mode”
ESD “Dark Mode”
Polo T-Shirt Polo Shirt

Email signature
Email signature application
O. +1 786 600 2727 Ext. 209 | C. +1 786 600 2727
e. john@esdofficial.com | w. esdofficial.com
a. 8939 NW 23rd Street, Doral, Florida, 33172. United States
John Cruise • Managing Manager
O. +1 786 600 2727 Ext. 209 | C. +1 786 600 2727
O. +1 786 600 2727 Ext. 209 | C. +1 786 600 2727

LIFESTYLE PEOPLE
Lifestyle People

PRODUCT PHOTOGRAPHY
Product Photography

AMAZON PHOTOGRAPHY
Amazon Photography
• Explainer Images that show the features & benefits of your products using graphic design and great photos.
• Backgrounds and environments are allowed.
• Text and demonstrative graphics are allowed.
For additional other view images:
• Other products or objects are allowed to help demonstrate the use or scale of product.
• Main listing image on white that stands out.
• Backgrounds must be pure white (RGB 255,255,255) • The image must not contain additional text, graphics, or inset images.
• The image must not contain gratuitous or confusing additional objects.
The main image on the product detail page:
Product Image Requirements

AMAZON PHOTOGRAPHY
4.5 in. - 11.43 cm
0.5 in. - 1.27 cm
4.5 in. - 11.43 cm
4.5 in. - 11.43 cm
4.5 in. - 11.43 cm
• Lifestyle images created using stock photography and photoshopping your product into the scene.

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