The Heart of Who We Are

We are a for-profi t company on a mission! Each year, we donate 10% of net profi ts generated through chocolate purchases to organizations that support species, habitat and humanity. Each organization we partner with can count on a minimum, guaranteed donation of $10,000.

Ethical Trade Standard

The ingredients we choose represent our commitment to species, habitat and humanity. Cacao used to create our All-Natural and Organic Chocolate products is grown by farm cooperatives that foster responsible labor practices, community enrichment and sustainable farming. Our ethical trade criteria ensure fair wages for cacao farmers.No slave labor is used in the growing and harvesting of cacao used in our chocolate.

Supporting Forests

We only buy cacao grown in the natural shade of rich, biodiverse forests. Choosing our ethically traded chocolate is one way you can help support sustainable forest farmland and the species that fl ourish there.

Design Brief 02

Signature 04

Signature Misuse 06

Corporate Font 08

Corporate Colors 10

Stationery 12

Products 17

Background

Endangered Species Chocolate prides itself in their cause. All cocoa is ethically traded and each year they donate 10% of their net profi ts generated through chocolate purchases to organizations that support species, habitat and humanity. Each organization they partner with can count on a minimum, guaranteed donation of $10,000. The ingredients they choose represent their commitment to species, habitat and humanity.Cacao used to create their All-Natural and Organic Chocolate products is grown by farm cooperatives that foster responsible labor practices, community enrichment and sustainable farming. Their ethical trade criteria ensure fair wages for farmers. No slave labor is used in the growing and harvesting of cacao used in their chocolate.

Target Audience

Environmentally conscious consumers who love great chocolate, animals and the conservation of wildlife and our planet.

Brand Identity

This brand will be environmentally conscious with the use of color, material and content and will communicate an overall organic look and feel.

Standout

This design and brand will stand out amongst the mass producers of chocolate by how it conveys the company’s message. Endangered Species Chocolate gives back to the community, therefore, the signature design needs to hint at this idea. Also, the materials used need to show that they practice their own beliefs.

Graphic Layout

Typography will be minimal to show a clean design. The symbol will need to incorporate the cocoa plant as well as the animal aspect of the endangered species.

Colors will revolve around the natural hues of chocolate as well as a green environment.

Illustrations will be clean and slightly abstract, forcing the viewer to take a closer look for the deeper meaning and message that it conveys.

Material

All material used will be environmentally friendly. Recycled paper will be the base for all printed media and merchandise. This will be easy to manufacture as well as transferable to other media and chocolate products.

Design Brief 2

3

Corporate Company Main Competitor RE Design

Type Sans Serif Lower Case Serif Caps Sans Serif Lower Case

Use Playful / Feminine Sophisticated Informal / Simplistic

Consistency No Yes Yes

Typeface Meta Regular / Bold Alexon Medium Liberation Sans Bold / Mana

Focus “endangered” Sophistication Logotype and Color

Consistency No Yes Yes

Presentation Slightly Off Center / Grouped Centered Organic / Loose

Message Playful Upscale Eco Friendly

Consistency Yes Yes Yes

Message Lower End / Organic Upscale / Sophisticated Playful / Organic / Appealing

Associations Color Choice / Geometric Shapes Typeface Color Choice / Organic Symbol

Consistency Yes Yes Yes

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The Endangered Species Chocolate signature was created to show the uniqueness of our company. It is used on all forms of media which include, but are not limited to, company products, web, merchandise, stationery and advertisements. This signature represents our new identity and consists of three elements: the symbol, logotype and the use of color. These three elements work cohesively in a unifi ed arrangement and represent our company and our company’s values. The arrangement must never be altered beyond the specifi c guidelines given in this manual in order to ensure brand recognition.

The specifi c details of the signature design are simple. The leaf design represents the cacao leaf and presents an organic quality. A shape of a paw is cut out through the image of the leaf to show the company’s relationship with our main goal, to protect and preserve endangered species. The typography was utilized in a way that is clean and does not distract from the symbol. There are several color variations depending on the media in which the signature will be used but the primary signature consists of two main colors: green, which represents a green environment, and brown, which symbolizes our delicious chocolate.

Signature 4

Clear Space

In order to set it off from other elements, the signature should always be surrounded by an adequate amount of clear space. The dashed outline surrounding the signature above indicates the minimum amount of clear space that must surround the signature in all applications. No other element may be present within this space. This includes type, illustrations, photos or the edge of the surface on which the signature is displayed. Any exceptions require prior approval. Minimum clear space is specified in units of “X.” X equals the entire height of the “s” in your design solution.

Minimum Size

As the signature becomes smaller, it also becomes more difficult to read and recognize. The minimum allowable size is shown below. Less detailed types of reproduction (e.g., newspapers or screen-printing) may require larger sizes. fig. 1 1” for the type with symbol 2 3/4” for the symbol only

X

X

3/4”1”

fig. 1 fig. 2

5

To help establish a consistent look and feel across a broad range of implementation materials, one type family has been selected for use on all media. It is called Liberation Sans. Together they provide for a great deal of versatility. Specimens of the most commonly used typefaces within this family are shown. Numerous versions of Liberation Sans are produced by different manufacturers. All fonts used should match the samples shown on these pages. Do not substitute other typefaces in place of those specifi ed. Never scale, condense, expand or otherwise modify any existing letter forms. If special circumstances require the use of other typefaces, contact the Design Department for approval.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

Corporate Font 6

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

The examples on the left are Liberation Sans Regular and Regular Italic. On the right is Liberation Sans Bold and Bold Italic. These four variations of the same type family are to be used for all media. Because there will be just one type family, the Endangered Species Chocolate look will feel consistent and clean. This will allow our product to speak for itself and will also provide room for additional design elements, such as but not limited to: animal patterns, organic swirls and shapes.

7

Corporate Colors

Two-Color Signature

Use this version whenever possible. The signature is reproduced in two colors.

One-Color Signature

Use this version whenever two-color reproduction is not possible. The entire signature prints in one color. If these colors are not available, other similar colors are allowed as long as the signature is clearly visible. Background color varies depending on the type of chocolate and, or product.

The symbol may be used by itself as a graphic element in circumstances where the complete logo is present somewhere in the design piece.

8

Color System (Main Corporate colors plus complimentary subgroup)

The Endangered Species Chocolate has developed a comprehensive color system to help establish a consistent look and feel across a broad range of implementation materials. This color system consists of two separate color palettes. Each of these palettes has been designed to reinforce specific emotive values associated with our products and services. The two palettes are extremely flexible, and can be applied in a variety of ways to unify families of materials, such as brochures. Try to use these suggested colors whenever possible.

Color Reproduction

All colors specified throughout this manual are referred to as Endangered Species Chocolate, or E.S.C. colors. E.S.C. colors are always reproduced by matching approved color swatches supplied by the Design & Print Services Group. Equivalent matches using other color-matching systems (e.g., CMYK for print and RGB for web) are given in the chart opposite. These equivalent specifications may need to be modified to adjust for production variations.

The samples shown on these pages and throughout this manual are approximate matches for the actual E.S.C. colors. Do not use them for color proofing. Use swatches specifically provided for color-matching purposes.

CMYK RGB

C:67 M:34 Y:90 K:162 R:94 G:122 B:56 C:49 M:64 Y:100 K:5 R:89 G:59 B:0

CMYK RGB

C:18 M:57 Y:98 K:32 R:204 G:122 B:23 C:0 M:0 Y:0 K:100 R:0 G:0 B:0

Primary E.S.C. Colors

Secondary E.S.C. Colors

9

Stationery

Letterhead

Approved letterhead formats are shown opposite and on the following pages. All letterhead use the same basic layout, colors and type specifi cations. The preprinted nomenclature present on a letterhead varies, depending on the specific origin of the document. For example, corporate letterheads, program and department letterheads, each possess different nomenclature. A range of examples is shown on the following pages.

Word Processing

Word processing specifi cations for the letter itself are given in the examples. They illustrate the correct organization of contents, approved typeface, line length and spacing.

chocolatebar.com

Savor chocolate. Save our planet.

EndangeredSpeciesChocolate1300EastIvoryStreetIndianapolis,IN46240

P.317.387.4372F.317.387.5372

10

Printing: Three color offset lithography in Endangered Species Chocolate Corporate Brown, Green and Caramel.

C:49 M:64 Y:100 K:5 C:67 M:34 Y:90 K:162 C:18 M:57 Y:98 K:32

Size: 8.5” x 11” Type: 9.5 pt with 11 pt leading Liberation Sans, upper and lowercase, left aligned with a jagged right, normal spacing. One line space between paragraphs. Stock: Strathmore Paper, Natural White Blend, (C:04 M:06 Y:15 K:60), 30% recycled, wove, basis 24lb.

Standard multiple pages are reproduced using the specifications given below, and in approved templates. Always align the letter with the address ending directly above the fold line as shown in the example. Line width should not go beyond 4.5” wide and 7.5” deep.

Corporate Letterhead

All corporate letterheads are reproduced using the specifications given below, and in approved templates.

EndangeredSpeciesChocolate1300EastIvoryStreetIndianapolis,IN46240

P.317.387.4372F.317.387.5372

chocolatebar.com

Savor chocolate. Save our planet.

October01,2010

DimitriosKatsis524RedFinchStWalnutCreek,Ca94545

DearMr.Katsis,

Thefinishedlookofaletterheadisbroughtaboutoncetheletteristyped.Thisletterillustratestheapprovedformatforall81/2x11inchletterheads.Theletteristypedin9.5pt.LiberationSansRegular,with11pt.leading.IfLiberationSansistemporarilyunavailable,useothertypefacesspecificallyapprovedbytheCompany.Consistentuseofthisformatwillcreateadistinctiveappearanceforallcorrespondence.

Theleftedgeofthedateisalignedwiththerightedgeofthelogoandthetopedgeofthedateisalignedwiththebottomofthelogo.Skiptwospacesandbegintherecipient’snameandaddress.Skipthreelinespacesbelowtheaddressandbeginthesalutation.Skiponelinespacebelowthesalutation,andbeginthebodyoftheletter.

Thebodyofthelettershouldnotbedeeperthan7.5inches.Itistobesingle-spacedthroughout,withonelinespacebetweenparagraphs.Allcopyalignsflushleftwiththedate,maintainingarandomright-handmargin.Therearenoindentations.Themaximumlinelengthis4.5inches.

Skiponelinespacebetweenthelastlineoftheletterandtheclosing,andthreelinespacesbetweentheclosingandthesender’snameandtitle.Sender’sassistant’sinitialsorenclosuredesignationsshouldbeseparatedbythreelinespacesfromthesender’stitle.

Sincerely

GinaPadgittDesignConsultant

fold line

fold line

7.5”

dee

p m

ax

4.5” wide max

1.25”

11

12

Personalized Letterhead

Personalized letterhead is reproduced using the specifi cations given below, and in approved templates. This is a corporate letterhead, with a personalized name and title listed above the symbol and top fold line. The name begins in line with the E.S.C. address and contact information.

Stationery

2

chocolatebar.com

Savor chocolate. Save our planet.

EndangeredSpeciesChocolate1300EastIvoryStreetIndianapolis,IN46240

P.317.387.4372F.317.387.5372

chocolatebar.com

Savor chocolate. Save our planet.

October01,2010

DimitriosKatsis524RedFinchStWalnutCreek,Ca94545

DearMr.Katsis,

Thefinishedlookofaletterheadisbroughtaboutoncetheletteristyped.Thisletterillustratestheapprovedformatforall81/2x11inchletterheads.Theletteristypedin9.5pt.LiberationSansRegular,with11pt.leading.IfLiberationSansistemporarilyunavailable,useothertypefacesspecificallyapprovedbytheCompany.Consistentuseofthisformatwillcreateadistinctiveappearanceforallcorrespondence.

Theleftedgeofthedateisalignedwiththerightedgeofthelogoandthetopedgeofthedateisalignedwiththebottomofthelogo.Skiptwospacesandbegintherecipient’snameandaddress.Skipthreelinespacesbelowtheaddressandbeginthesalutation.Skiponelinespacebelowthesalutation,andbeginthebodyoftheletter.

Thebodyofthelettershouldnotbedeeperthan7.5inches.Itistobesingle-spacedthroughout,withonelinespacebetweenparagraphs.Allcopyalignsflushleftwiththedate,maintainingarandomright-handmargin.Therearenoindentations.Themaximumlinelengthis4.5inches.

Skiponelinespacebetweenthelastlineoftheletterandtheclosing,andthreelinespacesbetweentheclosingandthesender’snameandtitle.Sender’sassistant’sinitialsorenclosuredesignationsshouldbeseparatedbythreelinespacesfromthesender’stitle.

Sincerely

GinaPadgittDesignConsultant

PerryConstanceOwner fold line

fold line

Page Number

The page number indicator is placed in the lower right side of the symbol. It is strictly for any and all pages following the fi rst page and omits the address, phone and fax number. The number aligns with the bottom of the leaf, minus the stem, and the far right side of the symbol as indicated below.

Size: 4.125” x 9.5” with a square flap Stock: Strathmore Paper, Natural White Blend, (C:04 M:06 Y:15 K:60), 30% recycled, wove, basis 24lb.

13

1300 East Ivory StreetIndianapolis, IN 46240

Dimitrios Katsis524 Red Finch StWalnut Creek, Ca 94545

Envelopes

Standard mailing envelopes are reproduced using the specifications given below, and in approved templates. Always align the recipient’s address with the top of the symbol and the “C” in “Chocolate” as shown in the example.

Printing: Two color offset lithography in Endangered Species Chocolate Corporate Brown, and Green.

Mailing Labels

Standard mailing labels are reproduced using the specifi cations given below, and in approved templates. Always align the recipient’s address with the top of the symbol and the “C” in “Chocolate” as shown in the example.

Business Card

Business cards are reproduced using the specifi cations given below, and in approved templates. Always align the contact information to the “C” in “Choco-late.” The personalized name aligns with the “e” on the left and on the same lines as the contact information as shown in the example.

14

1300 East Ivory StreetIndianapolis, IN 46240

Dimitrios Katsis524 Red Finch StWalnut Creek, Ca 94545

c. 317.387.4372e. perry.c@gmail.com

c. 317.387.4372e. perry.c@gmail.com

perry constance owner

Printing: Three color offset lithography in E.S.C. Corporate Brown, Green and Caramel.

C:49 M:64 Y:100 K:5 C:67 M:34 Y:90 K:162 C:18 M:57 Y:98 K:32

Size: 2” x 3.5”

Stock: 100% recycled card stock, basis 100lb.

Printing: Two color offset lithography in Endangered Species Chocolate Corporate Brown, and Green.

Size: 3.5” x 5” Stock: Strathmore Label (8.5” x 11”), Natural White Blend, (C:04 M:06 Y:15 K:60).

Stationery

15

Who could resist supporting endangered species and habitats when you can purchase one of many products available with our new signature. Not only are our products made from recycled material but it also gives consumers yet another chance to show their support. These are just a few examples of how the Endangered Species Chocolate Corporation Signature will look on a variety of merchandise and products.

Savor chocolate. Save our planet.