BRANDING GUIDE

2014-2015

Table of Contents1. ourbrandposition 4

2.ourlogo 6

3.ourtypeface 12

4.ourcolors 13

5.ourtagline 14

6.marketingmaterial 16

7. photographyusage 22

8.socialmedia 23

9.finalthoughts

4

Our BrandPosition

The Visual Characterstics of our brand:

• simple

• clean

• coehsive

LizardJuicebeganasasmallelectroniccigarettewholesaleranddistributor

inPinellasPark,Florida.Inthelatterpartof2012,LizardJuice’sfounder,Gary

Wilder,recognizedthepotentialoftherepeatcustomerinaretailsetting.Mr.

Wilder knew that an estimated 19 percent of all adults in the United States

smoketraditionalcigarettes.Hesawtheenormouspotentialforthesmoking

alternativethatisthee-Cigarettesindustry.

LizardJuicehaspositioneditselfasapremiumbrandinacompetitiveindustry.

Ourmottois‘ChangingLives,Onepersonatatime’,andweliveandrunour

businessesbythismotto.Wearewellpositionedtotakealargemarketshareof

theboominge-CigaretteindustrybytargetingSmokers,not‘Vapers’,because

theyarebyfarthelargestavailabletargetaudiencewhoarelookingtochange

theirlivesforthebetter.

5

Our BrandPosition

6

Our LogoIt is importantwekeepour lookcoehsiveacrossallplatformsofour

business:printorweb.

Our logohaschangedafewtimesovertheyears,butrecentlywe’ve

decidedtoremovethecarbonfiberandgoforasimpleflatlook.

oldversion

currentflatblackversion

currentwebversion

DO NOT USE ANYMORE

7

Our Logo• Douseourlogoonsolidcolorbackgrounds.

• Douseourlogoverticallyforbanners,promotionaltents,&labels.

• Forcertainsituationsyoumayalternatelogo,howeverstickwithour

primarycolorsorproductcolors.For example, we may change the lizard color

to match a new juice.

DOs

8

Logo DONTs• Do not use our logo on patterns, overly gradient backgrounds, or

distractingbackgrounds.

• Donotuseourlogoupsidedown.

• Donotalternatelogofontorchangelizardtodistractingcolors,patterns,

orgradientsthatdon’tmatchourbrandunlessgivenpermission.

• Don’tsizelogodowntoasizewhereit’sillegible

• Donoteveruseapixelatedlogo!

9

E-CIGARETTE

SEMINOLE

E-CIGARETTE

Adding ContentEvery so often we add “E-CIGARETTE” to our logo to help

peopleunderstandquicklywhoweareandwhatwesell.We

encourageadding“E-CIGARETTE”forpromotionalmaterials.

Youmayalsousethisspotforyourlocationtitle.

note: Lizard foot goes above letter.Ends must line up.On black, it must line up with white

10

DO

• TheLizard’shead always hastobefacingup.• TheLizardmayfaceleftorright.• TheLizardshouldremainblack,green,orwhite

UNLESSgivenpermissionfromcorporate

(for example, you may want the lizard pink to represent a

juice or breast cancer awareness)

Our LizardThe lizard isourmostrecognizablefeaturetoourbrand. It’sbeentheone

featuretoneverchange.Itisthusimportantthatwemakesurethewaythe

lizardisusedisappropriateandfittingtothebrand.

11

DONTsOur Lizard

Donotplacetextaroundlizard&makeitalogo.

12

Our Typefaces

GOTHAM FAMILY

D O N O T K E R N O U T

DO NOT KERN IN TOO TIGHT

IfyoudonotownGotham,youmayuseoneofthesefreealternatives

• Lato

• Montserrat

• Nexa

PleaseuseGotham(orthealternativesabove)formajorityofheadlines

&bodycopyonpromotionalmaterials.Thisfontistypicallynotavail-

ableforweb/emailusage,sointhatcasepleaseuseHelveticaorArial.

• Wekernourletteringbetween-25to-75onsomeoccasions.

• PLEASEdonotusefontssuchashobo,comicsans,papyrus,orany

otherhideoustypeface.Ifyouareunsureaboutone,pleasemessage

corporateforsuggestions.

13

Our Typefaces Our Colors

Accent Colors

Primary Colors

D O N O T K E R N O U T

DO NOT KERN IN TOO TIGHT

White Black

Lizard Green

RGB: 149, 201, 81

CMYK: 46.69, 0, 89.51, 0

HEX: #95C951

PMS: 375C

Burnt Orange

RGB: 243, 112, 33

CMYK: 0, 70,100, 0

HEX: # F36F21

PMS: 165C

OJ

RGB: 247, 148, 30

CMYK: 0, 50, 100, 0

HEX: #F7931D

PMS: 151C

Lite Lizard

RGB: 185, 217, 137

CMYK: 30, 0, 60, 0

HEX: #BAD985

PMS: 366C

14

Our Tagline

Thisisourmotto.It’swhythiscompanystartedandwhyitcontinuestogrow.

• Font:EdwardianScriptITC

• Youmaychangethecolorofthetaglinealltoonecolor.Ifpossiblealways

color“Lives”.

• “Lives” must always be larger in apperance than the other font.

Shown below is how we have been measuring it.

• Youmaylayoutthetaglineinseveraldifferentwayshoweverwepreferit

toreaditasoneline.

Changing OnePersonataTime.

MakeChanging YourBusiness.

Lives

Lives

Changing OnePersonataTime. Lives

ForFranchises:

15

Our Tagline

16

Marketing MaterialWearetryingtokeepourlookcohesiveandorganizedthroughoutourentire

brand.We’retakingasimple&cleanapproach.We’regoingstraighttothepoint.

Wedon’twanttooverwhelmpeople.Insteadwewantthemtocatchinterestand

walkintooneofourstores(orvisitourwebsite).

Herearesomegeneralguidelineswhendesigningforemails,flyers,tradeshow

banners,etc.

• Useourmostrecentlogo

• Avoidusinggradientsanddistractingpatterns.

• Studiesshowitemswithmorevisualelementsdobetter.Wewanttoshow

moreimagerywhetherit’saproductshot,oraphotoofahappycustomer,we

wanteverypiecethatissentouttoshowabitofwhatweofferandwhowe

are.

• Beforedesigning,alwaysaskyourself,“How do we get the customer into the

store?” “How do we get the customer to purchase x product?”

• PleasebesurenothaveANYpixelatedimages.

• Donotovercrowdcontentonyourpiece.Keepinmindnoteverythinghasto

beonyourflyeroremail.Onlyputwhatisnecessary.

• We suggest the following elements on marketing material:

-Logo(WithE-Cigarretteadded)&LocationName

-Contactinformation(Address,Phone,Email)

-Oneproductshotor“lifestyle”shotbasedaround“ChangingLivesOne

PersonataTime.”

-Coupons!

-OurWebsiteLizardJuice.com<---Keepsiteaddressinthistypeformat

Marketing Material

examples

Foremailswepreferyoukeepthemsweet&

simple.

• Pleaseuseourmostrecentlogo.Donot

useapixelatedversion.Ifyoudonot

havethemostrecentlogofile,please

contactcorporate.

• Whitebackgroundsfor contentarepre-

ferred.Ifyouwantthebackgroundfor

thewholeemailtobeanothercolor,we

recommendblackorourlizardgreen.

• Spaceoutthecontent

• Useproductimagesifneeded

• Youmayusestockimages,butifyoucan

trytousephotosthatcapture“Changing

LivesOnePersonataTime.”

• Don’tforgeticonstoyoursocialmedia

sites!Everyonewantstokeepintouch

andseewhatyourstore(andourbrand)

isdoing!

PhotographyUsageRightnowweare intheprocessofre-shootingourproducts,stores,and

teamphotos.Wewilldoourbesttoprovideyouwithallthefilesthatwe

shoot.Youmayusethemonpromotionalmaterials&socialmedia.Ifyou

hireaphotographertotakesomeimagesforyoupleasekeepthefollowing

inmind:

• Weencouragephotographyatanyeventyouhold.Keepinmindifyou

planonusingitforyourwebsiteorsocialmediayouwillneedpermission

fromthesubjectsyouareshooting.

• WehaveamodelreleaseformavailableonourGoogleDriveifyouneed

one.

• Ifyouareshootinganyproducts,wepreferitbeonawhitebackground

orasolidbackgroundthiswaywecanremovethesubjectfromit.

• Forproductphotography,getseveraldifferentangles.Notjuststraight

on.

• Ifyouareplanningastudiosessionpleasemakesurethethemeofitgoes

with“ChangingLivesOnePersonataTime”.

23

Social MediaPhotographyUsage Atthispointeachstoreshouldhavetheirownsocialmediapage.Wewant

tomakesurewearekeepingintouchwithourcustomersandbuildingbrand

loyalty.SocialMediaistheeasiestwaytogetyourmessageoutthere.With-

inminutessomethingcangoviralandhundredstoeventhousandsofpeo-

plecanviewyourpost.Findcreativewaystogetyourclienteletointeract

withyouESPECIALLYonFacebook.Facebookhasmadetheiralgorithmsa

bitmoredifficulttogetyourpostsouttheresoyouhavetopostthingsthat

aretrendingorthatwillgetpeopletointeract.Askthemaboutflavorsthey

love,orproductstheyenjoy.Also,havefunanddoacontesteverysooften!

Ifyouhavesevearlsocialmediaoutlets,considerusingIFTTT.

IFTTTallowsyoutocreate“recipes”thatwillautomaticallypostfromone

outlettotheother,thusdoingalltheworkforyou.It’seasiertomanagethis

than4-6differentsocialmediaoptions.

Don’t forgethashtags!People lovehashtagsandusethemtofindwhat’s

relevantintheirarea.

Most imporatantly, HAVE FUN with your social media pages!

Final ThoughtsIfyouareunsureaboutanything,don’thesitatetocontactus.We

recommendthateverythinggoesthroughcorporateforapproval

&feedbackbeforeitemsaresentouttothepublic.Youcansend

yourdesignsandideasovertoalyssa@lizardjuice.com

Thankyou.