B Square Ranch. Rexanna Powers

Transcription

1 B Square Ranch Rexanna Powers B

2 Table of Contents Cover Page...1 Table of Contents...2 About Page...3 Typefaces...4 Colors...5 Logos and Logotypes Advertisement...8 About Advertisement...9 Brochure About Brochure...12 Back Cover Brand Identity Guide

3 B Square Ranch is a family owned and operated Santa Gertrudis Ranch located in the heart of East Texas. B Square Ranch was established in 2004 with the sole purpose of enhancing the Santa Gertrudis breed and raising the highest quality cattle possible. At B Square Ranch, we are dedicated to the youth of American Agriculture. We provide young exhibitors with superior cattle to enter the show ring and come out with the confidence to continue their livestock career. B Square Ranch was founded on a family basis and we remain passionate about not only the beef industry but also the family aspect that the livestock industry has to offer. Our target consumer is primarily livestock exhibitors between the ages of eight and eighteen. We also have a secondary target consumer ranging in age from thirty to fifty. Our primary consumer typically has no financial stability however, our secondary consumer fills that need. The secondary cosumer on average is middle to upper class, socioeconomically speaking, and has the means to fulfill the passion of our primary concumer. B Square Ranch is located in Timpson, Texas. Since we are a family business, we have no target nor preference of location for our consumers. Fellow cattle enthusiasts know no bounds when it comes to improving their chances in the show ring or simply enhancing their own herd genetics. B Square Ranch only implements the highest quality genetics in their herd, therefore, consumers benefit from purchasing cattle from our ranch because by doing so, they also reap the benefits of superior genetics - whether that be for the purpose of showing cattle or simply improving their own herd. Brand Identity Guide - 3

4 Logotype - Museo Sans Rounded, 24 pt, 500 wt Body Type - Californian FB headings- Trajan Pro 3, 60 pt, Regular wt Subheadings - trajan pro 3, 20 pt, Regular wt Captions - Brioso Pro, 14 pt, Regular wt The font that I chose for the Logotype is a sans serif font that very closely resembles the existing look of the ranch brand. This font is different from the other fonts, but I think that it will still look professional and clean once it is put together. The font that I chose for the Californian FB is a serif font that is similar in style to my other choices except it is a little more condensed and fun. I chose this font because it looked to me like a font that my primary consumer would enjoy. The font that I picked for the headings is a clean eye-catching font. My eye gravitates toward this font because of it s serif characteristic and the fact that it is all-caps. My Subheading font is the same as the font used for the headings. I chose to keep these two fonts the same for consistency s sake. I think that the heading and subheadings are so close in proximity on a page that having too many different fonts creates a busy page atmosphere. The font for my Captions is also similar to that of my headings, subheadings and body type. Again, I see so many advertisements in livestock magazines that are bursting with color and have seven completely different fonts ranging from super scripty to bold Algerian. I think that having such a range of fonts is distracting from the main purpose of the advertisement. The millenials of today s society live a busy and colorful lifestyle. I chose these fonts because I believe that my secondary consumer will appreciate the calm tone of the finished product. Going back to the family values of B Square Ranch, I chose these fonts to solidify a classic design. 4 - Brand Identity Guide

5 NAVY PLUM BABY BLUE CREAM Primary Colors: Navy NAVY: C-99, M-100, Y-60, K-30 R-38, G-33, B-67 BABY BLUE: C-83, M-6, Y-0, K-0 R-0, G-174, B-233 Secondary Colors: Plum PLUM: C-0, M-86, Y-28, K-50 R-141, G-36, B-70 Tertiary Colors: Cream and CREAM: C-0, M-5, Y-26, K-5 R-243, G-226, B-187 COFFEE: C-0, M-18, Y-30, K-75 R-98, G-82, B-68 COFFEE BROWN The colors that we chose are colors that we think represent consistency and relatability. These colors represent a confident yet timeless vibe. We believe that these colors will appeal to both our primary and secondary consumers. The navy blue is a calm yet confident shade of blue and the lighter shade of blue represents the youthful shades that blue has to offer - appealing to the millenial primary consumer. The plum is a shade of red that is smooth yet still powerful, and also somewhat representative of the Santa Gertrudis color. Cream is the accent of all colors. All of our other colors will be complemented by this cream selection because it is so mute. The coffee color will also serve as a complementary color, just like the cream color. Navy, baby blue and plum will look classic paired with both the coffee and cream colors. Brand Identity Guide - 5

6 B Logo Logotype B B Combination Logo/Logotype 1 Combination Logo/Logotype Brand Identity Guide

7 B B Combination Logo/Logotype 3 Combination Logo/Logotype 4 B Square Ranch - Logo and Logotype Our logo is very simple but I believe that simplicity is often the most logical and timeless route when it comes to a ranch design. We like the classic square and elegant B because it is easily identifiable and can be used in any aspect of our advertising - business cards, web, social media, sale catalog, etc. The versatility of our logo and logotype exemplifies the versatility that is bred through our cattle and is a prime example of what we strive for. The colors for the logo are consistent and can be used interchangably with discretion of the peice. I think that we could use any color combination and have a youthful yet classic design to appeal to many consumers. Brand Identity Guide - 7

8 8 - Brand Identity Guide

9 B Square Ranch Sample Advertisement This advertisement was created for the purpose of being run in magazines, like the Showbox. Further, my intended target audience are those who are interested in buying replacement females, herd sires and show prospects. We remained consistent with the colors and chose the plum as the background because it is similar to the color of the Santa Gertrudis. We paired the navy and baby blue because they complement each other and draw attention to our mission. We chose to put the Texas graphic at the bottom of the page to indicate where our ranch is located. We showcased the female on the advertisement because she is one of our top females and consistently calves champions. Any breeder who knows Santa Gertrudis cattle will be able to identify that she is a fantastic representation of the quality we ensure. On the flip side, we could have put backdrop photos of our most recent winners but we believe the advertisement would have looked cluttered and displaced. Instead, this advertisement remains timeless and easy to follow. In addition, we believe the key to advertisement success is creating a sensible and classic design. Our target audience consists of readers and subscribers who want to improve their herd and make their presence known in the show ring. If we created a bold and busy advertisement, our mission and values would be more difficult to identify. Brand Identity Guide - 9

10 Join us for our annual Sale of Champions February 6, 2016 at 2:00 p.m. Owners: Kyle, Carla, Keaton and Kaylie Bush Barn Address: 7765 State Hwy 87 N Timpson, Texas Brand Identity Guide

11 We invite you to come out to the barn on February 6, 2016 to place your bid on your next champion in the show ring, excellent replacement female and superior herd sires. B Square Ranch Brand Identity Guide - 11

12 The B Square Ranch spring brochure is promoting their upcoming spring sale. The brochure is unique because unlike most brochures filled with facts and information, our brochure is easy to follow, clear and concise. We chose to utilize a coffee colored background color to accent the plum, cream and baby blue and make those colors pop. The design is simple so that it is easier to focus on the purpose of the brochure. Too much information and too many pictures creates a busy and crowded look that we are trying to avoid. Page one is timeless and classy. We thought this would be an excellent look for our sale of champions simply because we make winning a tradition. We decided to go ahead and put the logo and logotype on both the left and right hand side of the page to put emphasis on our brand and would also receive acountability. The second page showcases the kind of cattle that will be in the sale; replacement females, show prospects and herd sires. We went with a simple design on this page as well to state our mission and make our priority clear. The layout for these pages is clean and eye-catching giving all focus to the cattle. We hope to mail these out to previous buyers and hand them out at livestock shows throughout the coming months Brand Identity Guide

13 Keeping Excellence a Tradition B Square Ranch Annual Sale of Champions February 6, 2016 at 2 p.m. Kyle, Carla, Keaton and Kaylie Bush 7765 State Hwy 87 N Timpson, Texas B Phone: