Graphic Standards Manual

Bad Manners is a company whose services are available for parents and teachers who wish to engage their children and students in an enriching, hands–on learning environment.

Bad Manners specializes in not only appropriate table etiquette, but also in the education of dining customs of foreign cultures and traditions. This opportunity allows children to develop a wider knowledge in the areas of family values and respect.

Company Statement

In order to keep a consistent look and feel that Bad Manners wishes to convey, this manual is intended to illustrate the proper usage of the company logo, design elements, typography, and the company letterhead, including business card and envelope.

Purpose of this Manual

LOGO

Purpose of a Logo

Logo Sizes, Guides, and Variations

Company Tagline

Design Elements

COLOR & PAPER

Primary Palette

Secondary Palette

Paper

TYPOGRAPHY

Primary Typeface

Secondary Typeface

STATIONERY SUITE

Letterhead

Business Card

Envelope

Table of Contents

LOGO

6

7and Variations

10

11

COLOR & PAPER

14

15

17

TYPOGRAPHY

20

21

STATIONERY SUITE

25

27

29

The Bad Manners company logo is the most significant, unifying element of the identification system. As an important and unchanging visual element, the purpose of the logo is:

to build awareness of the company and the scope of its services and educational activities

to project characteristics and vocal tone Bad Manners wishes to communicate: Family Values and Respect

to act as a unifying visual tool in which all compnents and collateral are interrelated to one another

Purpose of a Logo

Purpose of a Logo6

Logo Sizes, Guides, and Variations 7

Guidelines

The primary company logo consists of image and type. The image illustrates a youthful mischief which is essential for the targeted audience while also subtly reiterating the purpose of the company.

Logo typography is set in ITC American Typewriter, conveying an educational and inspiring company.

Primary Logo

Logo Sizes, Guides, and Variations8

The clear zone, in which no other graphics should be placed, is set to be no less than one–eighth of an inch surrounding the primary logo. When the logo is utilized in any manner of publication, any additional graphics should be clear of this pre-established zone.

Logo Clear Zone

The smallest the logo should ever be reduced is 0.75 inches in length.

The logo is easily scaleable up to the minimum size. If the logo were to be reduced more than 0.75 inches in length, the logo’s impact will be lost.

Sizes

0.75˝

One–Color

A one color logo may be used in the format of the original logo or a reversed logo. The original logo must be utilized in the primary brown (see Color & Paper for hue values) or in black and white.

The Bad Manners logo is never to be utilized in a positive format in any other colors.

Reversed Logo

The Bad Manners logo may be reversed out of the primary dark brown color. In special circumstances, the primary logo may be utilized in the primary color palette.

Logo Sizes, Guides, and Variations 9

Bad Manners company tagline is based on the old question “what happened to your manners?”

Bad Manners has taken this question to reiterate the company’s unique service of educating children about foreign dinner traditions and etiquettes.

Company Tagline

Company Tagline10

Supporting Design Elements

The children of Bad Manners are ambassadors for the company’s mission marketing, and services. They illustrate an innocent and playful demeanor that is relatable to youth. There are ten individual children in which all of them exhibit the staple messy face, of which is the primary company logo utilized in the contextual meaning.

The children are to always be placed in a solid, square color–field. They are never to be interchanged with other colors and/or squares except those already designed in this standards manual.

Bad Manners uses supporting elements in its branding to reiterate a fun and educational personality and available services. Supporting design elements also invite parents and young children to enroll and participate.

Design Elements

Design Elements 11

Color & Paper

Primary Palette

Bad Manners primary color palette consists of five vibrant hues: brown, pink, blue, orange, and lime green. These colors were chosen to best represent the target audience and to emit a fun and playful tonal voice. Colors are best printed in CMYK.

Color

c70 m100 y100 k30

c0 m64 y0 k0

c71 m29 y0 k0

c0 m46 y100 k0

c44 m2 y86 k0

Color & Paper14

Secondary Palette

In keeping with the company tagline, the secondary palette’s purpose is to represent the many different cultural influences and opportunities made available at Bad Manners. The hues in the second palette are jewel tones –making them as rich and intriguing as their respective cultures.

c80 m0 y40 k0

c0 m100 y20 k40

c0 m100 y90 k0

c0 m20 y100 k0

c59 m99 y4 k0 c75 m80 y0 k0

Color & Paper 15

A consistent look and feel is very important when producing anything under the Bad Manners image. The correct paper must be used in order to illustrate the company’s established color palette and vocal tone. The paper weight, color, and vibrance is chosen specifically for this purpose.

Paper

Color & Paper16

Stationery Paper

The stationery suite for Bad Manners is printed on Neenah Classic Crest Solar White. This paper’s color sets a prime canvas for the saturated color palettes.

Business Card 100 lb. Cover

Letterhead 70 lb. Text Envelope 100 lb. Text

Color & Paper 17

Typography

Primary Typeface

The primary typeface is set in American Typewriter. This type vocalizes a querky grade school environment and quality, with an underlying element of tradition and structure.

American Typewriter

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Typography

Typography20

Secondary Typeface

The secondary typeface is set in ITC Franklin Gothic Std Book, providing a modern influence and readability that compliments the company’s primary typeface.

ITC Franklin Gothic Std Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Typography 21

Stationery Suite

Letterhead

The letterhead is one of the initial contacts audiences will receive. Therefore, it is designed to speak with the personality of the company in the usage of primary and secondary elements.

The Bad Manners’ logo is 1.6” in length, placed 1” from the top right hand corner and 0.6” from the edge, in the primary company color. Left and right margins are set at 2” wide. The company’s return ad-dress is placed 2” from the right edge, 1.6” from the bottom edge. Body type is set in ITC Franklin Gothic Std Book at 8 pt. with 9.6 leading, printed in the Bad Manners primary brown.

Secondary elements are used in the letterhead. Two colorful rows of verticle stripes run along the top and bottom edges with a Bad Manners child blending in the lower left–hand corner seamlessly. The children to be used in this area interchangeably are those correlating with the primary color palette. The children are 0.83” x 0.83”, set 0.93” from the right edge and flush with the bottom edge.

Stationery Suite24

Scaled at 41% percent.

Senna Weaver 856 Columbia Way WestManhattan, NY 10004

February 17, 2011

Dear Mrs. Weaver,

We are happy to enroll your child in our afternoon programs. We offer a great variety of engaging and educational opportunities to our students. Your child, Betani, will begin in our children’s primary class where we will assess her standing knowledge. Afterwards, we will place her in the appropriate class level. In doing so, Betani will interact with children of similar skills and be able to support each other for the duration of this afternoon program.

Bad Manners is a service available for you and your child to enjoy and learn appropriate table manners and social etiquette. At any time, if you feel you would like to participate with Betani in her classes please do not hesitate to call and request. By special reservation, you and Betani can also come to experience a meal setting from another country. This gives children an early look at the many cultures apart from their own, encouraging curiosity and acceptance of traditions other than their own.

We are excited to see Betani in our afternoon program. Bad Manners is here to educate and engage in a fun and animated environment. If you have any questions regarding the program or other available programs please do not hesitate to call.

Warm regards,

Laura L. BardinCEO & Founderslaurabardin@badmanners.org

0.8"

0.8"

0.6"

0.4"

0.8"

0.1"

1.4" 0.6"2.0"

Stationery Suite 25

Bad Manners wants to leave an impression. A business card is the best way to leave a convenient form of contact and reminder about the company and its fun and exciting opportunities.

The business card size is 3.5” x 2” printed on Neenah Classic Crest Solar White 100 lb cover in full color. The front of the business card utilizes the company’s tagline, “Where are your manners?” with the primary children set above, along with one row of verticle stripes, in the four primary company colors, runs along the bottom of the card showcasing the company’s web address.

The back of the card showcases the primary logo, the employees name, corporate position, and email. The company address, phone, facsimilie, and website are set below. Two rows of verticle stripes in the four primary colors, run flush along the top and bottom edges of the card.

Business Card

Stationery Suite26

badmanners.org

card front

card back

Scaled at 73% percent.

Stationery Suite 27

Bad Manners wants to excite and engage all of its audiences. A great way to accomplish this is by paying close attention to its contact materials. The letterhead envelope is the first printed item most customers will see and come in contact with.

The letterhead envelope is printed on Neenah Classic Crest Solar White 100 lb Text. The company logo is printed 0.25” from the top and left edges of the envelope and is 1.5” in length. One row, 0.33” in height, of colorful verticle stripes runs flush with the top edge. The recepient’s address is to be printed 3.5” from the left edge and 2.15” from the top edge.

The flap on the back of the envelope, which is 1.8” in height, exhibits a continuation of the colorful stripes. The primary kids and the company tagline are set 2.5” from the top edge, measuring 2.0” in length. Company information, including address, phone, fax, and website are centered, 0.5” from the bottom of the tagline graphic, and is set in American Typewriter Regular 8 pt. type, with the respective indicators in American Typewriter Regular 8 pt. type with a stroke of 0.0035.

Envelope

Stationery Suite28

1.8"

0.7"

0.7"

0.5"

1.8" 1.6" 2.0" 3.4"

0.25"

0.3"

0.8"

0.8"

3.0"2.0"1.5" 2.0"

envelope front

envelope back

Scaled at 41% percent.

Stationery Suite 29