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franchise branding manual

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Why is this manual important?Our brand Bouquet de Lumiere is one of our most important asset.Since the company’s creation in 2004, we have worked endlessly so thatour name resonate in our customers and potential customers’ minds with clear and strong values attached to it. In order for our franchisees to leverage on those values, they first need to understand them. That’s why we have developed this manual that establishes the fundations of Bouquet de Lumiere’s brand and provide the necessary guidelines for a proper and efficicent use of the brand.

What can you do with this manual?This manual is also a time saving tool that will help our new franhisees to start their business with a level of professionalism that will have a quicker and bigger impact on their bottom line. From typical promotional activities to day-to-day operational branding, this manual is the “bible” that will help them to succeed. Finally, this manual compile all the necessary information and files for designers to produce materials coherent with Bouquet de Lumiere branding efforts and by the same token avoid unecessary time wasting trying to figure out the brand.

The following page provide a detail description of the content of this manual.

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Table of Contents

The BrandBrand historyBrand values

Logo guidelinesConfigurationProportionsColor paletteTypographyBackgroundProhibited uses

Visual systemImagery styleGraphic elements

ApplicationsBusiness cardLetterhead & FaxEnvelopeGreeting cardsWrapping paper Uniform/ApparelPromotional itemsSignageVehicule graphicsAdvertisingPowerpointWebsiteEmail signatureOnline bannersTrade shows

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The brand

The brand historyBouquet de Lumiere was created in 2004 by Mme. Diagou Lucie, a former high-school teacher passionate about interior decoration, flower arrangments and gifts baskets. After taking a flower arrangment course, Mme Diagou Lucie started by decorating her own house with her newly learned flower composition tech-niques. Her family was suddenly astonished by her level of creativity and encour-aged her to start her own business. Her son, at the time, intern in advertisng agency introduced her to one his contact in one of the most important canadian bank. The rest in just history! Because of her professionalism and exceptional creativity, Bouquet de Lumiere rapidly grow to become today the first and only flower shop to deal with corporate clientele. The store quickly expanded his ac-tivities to site decorations, gift baskets and water fountaines.

The brand valuesThere are 3 main value that charaterize Bouquet de Lumiere:• Freshness: every product sold by Bouquet de Lumiere has to be fresh other-

wise it should never be delivered to a customer• Creativity: every product produced by Bouquet de Lumiere must be unique• Professionalism: for Bouquet de Lumiere means astonishing customer service

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Logo guidelines

ConfigurationThe primary logo consists of two parts:1- “Bouquet de Lumière” the wordmark2- The TM, R, C, or SM symbol.

The logo can not be used in any way that does not follow the instructions provided in this booklet.

Placement of notice should appear at the end or bottom of a document or website as follows:© 2010. Bouquet de Lumière. All rights reserved.

When using the name in text always write it out as follows: Bouquet de Lumière or BOUQUET DE LUMIERE.

©

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Logo guidelines

ProportionsThe Bouquet Lumière logo shape, configuration, and proportions may not be altered from the original design shown here.

Clear spaceTo preserve the integrity of the logo and to ensure maximum impact clear space must be maintained on all sides of the logo. The minimum clear space required is directly relative to the size of a letter in the sub-text Lumière (in CAPS from the baseline to the capline) at the top and the bottom; (see visual below for specifications)

Minimum sizeAn established minimum size of 1.1 inches ensures that the logo is still legible.

3E

4E

5.5 E

4E

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Logo guidelines

Color paletteThe primary colors for Bouquet de Lumiere are Bouquet de Lumière Green, Orange, and Red. All three color variations are to be used inter-changeably. Using color variation reinforces the natural and freshness part of the identity of Bouquet de Lumière . For accurate colour match-ing, the following colour formulas have been established:

Pantone 350 MTint: 100%CMYK: 80, 10, 99, 0RGB: 45,164,75Web Safe: 2D, A4, 4B

© © ©

Pantone 350 MTint: 100%CMYK: 0, 44, 99, 0RGB: 249, 159, 32Web Safe: F9, 9F, 2O

Pantone 350 MTint: 100%CMYK: 0, 95, 97, 0RGB: 238, 46, 38Web Safe: EE, 2E, E6

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Logo guidelines

TypographyTwo typefaces have been chosen for Bouquet de Lumière: • a serif: MeridienBouquetdeLumièreBouquet de LumièreBouquet de LumièreBouquet de LumièreBouquet de LumièreBouquet de Lumière

• a sans serif: Avenir LT StdBouquet de LumièreBouquet de LumièreBouquet de LumièreBouquet de LumièreBouquet de LumièreBouquet de LumièreBouquet de Lumière

Bouquet de LumièreBouquet de LumièreBouquet de LumièreBouquet de LumièreBouquet de LumièreBouquet de Lumière

P.S:Onlythosetypefacesmustbeusedin

BouquetdeLumiereofficialdocumentsand

websites.AvenirLTStdhasbeenchosentokeep

aconsistentlookwiththelogoasitwasusedin

thelogo.Meridienwaschosenbecauseitwas

designedbythesametypographerandshare

thesamecharateristics.

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Logo guidelines

Background colorOn any color background the only color that is allowed to be used for the Bouquet de Lumière’s brand is white. The logo can also be presented in a rectangle with a flower pattern as shown below:

The Bouquet Lumière logo may be used on a colour, pattern, or photo-graphic background only if there is adequate contrast between the logo and background. (see following page)

FF

FX

X

2 plateaux face Pharmacie Vallon rue des Jardins 27 BP 843 ABJ 27 | Tél: (225) 22-42-80-00/46 95 43 01 | Fax: (225) 22 42 80 00

No Compte ECOBANK: 200 000 29947 011 | No Compte BIAO-CI: 017 360 001 334 | No CNPS: 06-115 882 | R.C No CI-ABJ 04 A-6774 | No C/C: 0304313Q

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Logo guidelines

Prohibited usesDo not alter the proportions of the logo.

Do not apply graphic or filter effects.

Do not combine logo with other graphic elements.

Do not use logo or any component therein as an outline.

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Visual system

Imagery styleThe style of imagery used for any materials related to Bouquet de Lumiere must reflect one its core values: freshnessv. These imagery will help to reinforce Bouquet de Lumière brand’s value across all media: including print collateral, promotions, packaging, web, (digital), etc.

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Visual system

Graphic elementsAs mentionned before, a flower pattern has been developed for Bouquet de Lumière. The flowers can be used alone or within the pattern. The pattern itself can be used with or without the logo. The following are different way these flower pattern can be use:

livraisons et décorations florales • paniers cadeaux.

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Applications

Business cards

livraisons et décorations florales • paniers cadeaux.

FFDIAGOU LUCIE• Directeur• 05-09-92-19• [email protected]

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Applications

Letterhead and fax sheet

FF

FX

X



Fax

FF

FX

X


Fax

Sh

eet

From Object

To

Fax#

Company

Date

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Applications

Envelopes

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Applications

Greeting cards

je t’aime...je t’aime...

I love you...je t’aime...je t’aime...

With our compliments.

FF

FX

X



Fax

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Applications

Uniform/Apparel

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Applications

Uniform/Apparels

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Applications

Promotional items

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Documents

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