Rebrand Guidelines

March 14th, 2018 by


So far we’ve talked about the importance of a rebrand, what goes into it, and our own rebrand and logo evolution. Now we’ll dive in to our specific rebrand guidelines, some of our design choices, and why we chose those. First off it’s important to note that the guidelines are to be seen as not only a set of rules to follow, but also the foundation of any media that we may be sending out.

All of the guidelines can be easily downloaded if you go to and click “Download Guidelines.” This could be a good reference if you’d like to have a better idea of what I’m talking about. Our guidelines are only 10 pages and cover all the basics; to start it off we have our “Mission Statement”. This gives people our overall feel and set of values to help provide some background to the rest of the packet. After people have the context of this rebrand, the transition to the nitty gritty becomes smoother. Next we have the brand logos – this simply shows many versions of our main logo and when to use each one. It’s nice to prepare a few versions, so there’s no confusion on what to use if one won’t work out well (like having the blue logo on a blue background). So the main logo we like to use as much as possible is the blue vertical logo that has the gradient on it adding depth. However using this main logo isn’t always possible. Print vendors often can’t have a gradient so we also included a flat version with no depth. Other times print vendors don’t allow any color so we have a black flat and white flat version of the logo as well. And finally we also have a white version with depth that’s used when the background is too dark for the blue one. The vertical lock-up is always preferred… however we included horizontal lockups because sometimes the space just doesn’t permit us to use the vertical ones.

Next we have the “what not to do” page. This page may seem like overkill, but the fact of the matter is that all of these examples of what not to do have happened before. So this is largely to drive home the point that these iterations of our logo will no longer fly.

On to page 4! We have our typography page, which was mentioned a bit in the blog titled “Basil’s Logo”. All together there are 6 fonts – however 5 of them are in the same family. So for our headline fonts we have Futura BT Bold (regular and italic), and Futura BT Medium (regular and italic). These are meant to either title something, or make it stand out bold. Next we have Futura BT Light – this is our body text that should really make up the meat of any document. And finally there is “Black Jack;” it’s a script font that’s meant to be used very sparingly, often as a tag or a little quote somewhere on the composition. All these fonts were carefully picked to convey professionalism, while appearing fun and friendly.

Next we have our colors on page 5, along with all the different color codes associated with them. This is important because depending on the medium the code may be different. For example: RGB (red, green, blue) is for digital screens, since monitors use those 3 colors; each number on the RGB scale varies from 0-255. For print we use either CMYK (cyan, magenta, yellow, key) or PMS (Pantone Matching System). You may notice that print cartridges are labelled c, m, y, or k; by mixing these 4 colors printers are able to color anything – and assigning a value (between 0-100) to each color can let you pinpoint the right color to keep your assets consistent across the board. PMS on the other hand is a pre-selected, pre-mixed color that is always consistent (even more so than CMYK since it’s not being mixed in the printer). PMS is normally used when ordering a large number of printed materials that don’t contain a large variety of colors in it. For example, we use PMS when ordering things like our Basil license plates. And the last number under PMS is the hex code, which can be used in a large variety of software, in fact, sometimes the only option is to enter a hex code so it’s convenient to have it defined.

The next 4 pages go through how we use our logos with all of the different stores and manufacturer lock-ups. First off on page 6 we explain the horizontal lockups, which is the preferred method. Next after explaining them, page 7 is dedicated to the logos and their inverses. We do this so people have a master sheet, so to speak, this way they know whether or not the logo that they’re using is the right one. In addition to that all the white versions of the colored ones are right next to it. Sometimes it’s necessary to use a vertical version of the store logos, like when the logo needs to fill out a more squared shape. So on page 8 we have all the vertical versions that have a similar height to that of the width. Page 9 has examples of the horizontal logos with the brand manufacturers next to it. These are included pre-locked up to make it harder for things to slip through the cracks when working with our manufacturers, who have their own set of rules.

Finally we make it to page 10! The top is a general rule to follow when placing the logos on a header. It helps with the symmetry to have each logo (brand manufacturer and ours) equidistant from their respective corners. And at the bottom we decided to include some neat design elements! These are intended to bring even more consistency to whatever assets we’re putting out there, there by solidifying the Basil brand even more!

A set of guidelines is important for a company to try and keep their message consistent. This 10 page document helps us to convey how important family, honesty, dependability, and of course just great deals are to us!

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