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Welcome

Hello

Welcome to an introduction to ShopKeepr and how it could work for your brand. We have used ShopKeepr’s very own brand and identity to demonstrate how each section can be used and customised. Ensuring that all your brand assets, and how to use them, are kept in a single, easily updatable place. One place to update, one place for everyone to access. Keeping everyone on-brand, always.

Simply scroll down, or navigate via the left hand menu, to see how it all works.

ShopKeepr Brand

Use

Add an introduction here outlining what these guidelines are for and why they are in place. You can of course add any information you want here – ShopKeepr is completely customisable to your brand.

Open

These guidelines provide a flexible design system that can accommodate your creative application of the ShopKeepr brand across a range of visual expressions. The system presents creative possibilities and works across all media while maintaining brand consistency and reinforcing recognition across every touchpoint.

Use

Every set of brand guidelines is unique and laid out differently. We've started with a bit about what we're about here but you could add in your values, your mission, or your story – whatever works for you.

Self-Service

We have extensive experience in developing brands, large and small. Which means we understand the importance & intricacies of each element that makes up a brand. We understand what is useful on a web-based brand tool and what is just fluff.
How many times have you opened up a brand guidelines document only for it be have been created 3 years or 4 versions ago? Is it the right one to send to your agency? Is this the document your markets should be using? With ShopKeepr, through one simple centralised update, your brand and assets are always kept up to date. No more lost logos or old files. As long as you have the URL, you’re up to date.
As part of the package we will take your existing brand guidelines document and build it into ShopKeepr for you. No fuss resizing images or adjusting copy, we do all this for you.
If one thing should be on-brand, it should be your brand guidelines. Your ShopKeepr will be set up to incorporate your logo, your font and your colour palette, so it truly is your product.

Use

Add in your company logo, with associated direction around any primary or secondary versions. As well as details of logo & background colour requirements. Your logo can be directly downloaded in formats managed by you, so no one uses an outdated version of your logo again.

Primary Logo

Our logo is based on a classic ‘Open / Closed’ hanging shop sign. Our horizontal version is our primary logo and should be used in most instances.

Our primary and secondary logos should be placed only on Black, Yellow or White backgrounds.

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Secondary Logo

Our secondary logo is a stacked version and should be used when space is limited.

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Round Logo

Our third version is more for fun and used sparingly, adding to posters and over images.

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Clear Space

Clear space protects our logo by giving it a minimum amount of breathing room.

The minimum amount of clear space is the height of the ‘S’ on the logo. This clear space area is a recommended minimum, and should be increased whenever possible.

Keep clear space free of any text, graphic elements, or visual marks.

Incorrect Usage

This section outlines incorrect usage of our Logo. Our main priority is to always protect the integrity of the logo in every aspect and circumstance.

Although it looks fun we shouldn't tilt the sign
Don't add a drop shadow
Don't use colours that aren't part of our brand
Don't use any handwritten text
Don't put the text into ALL CAPS
Don't outline the sign

Use

List your brand fonts and show examples of which fonts and font weights are used where. Your fonts can also be downloaded here, ensuring everyone is using the same cut.

Overview

Our brand uses 3 typefaces, which are detailed below.

Main

Work Sans is our main typeface and should be used for most headings and all body copy.

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Secondary

We use Highway Gothic Narrow for more creative headlines, but it should always be used with our third typeface Vegan Style. It should only ever be set in all caps.

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Hand-written

Vegan Style is a script typeface and should only be used with Highway Gothic Narrow. It should be used sparingly to add a bit of fun and visual interest to our headings. It should also be set in a different colour to Highway Gothic Narrow.

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Use

List your brand colours and detail HEX, RGB, CMYK and Pantone values. Detail any rules surrounding colour usage. Your brand colour swatch (ASE file) can also be downloaded here for use with Adobe software.

Our Colours

Like us, our colour palette is super simple and consists of 3 colours: Chalkboard Black, Mustard Yellow and Apron White. Chalkboard Black is our main colour and should be used the most.

Use

There's room here to display your entire icon library. List instructions for creating them and any dos or don'ts around usage. Icons and templates for icon creation (such as Adobe Illustrator files) can be downloaded too.

Iconography

Our icons are functional tools and not just a decorative element (although they do look quite fun). On their own, our icons act as visual shorthand to quickly and clearly convey an idea, a feature, or a benefit. When combined with text, our icons enrich storytelling.

Our icons are simple, approachable, and human.

Use

We've added a section here for our unique chalkboard-style type lockups but you could add any additional brand elements, such as patterns or illustrations (all of which can be downloaded).

Type Lockups

Our chalkboard lockups are created using our Highway Gothic Narrow and Vegan Style fonts. They should be eye-catching and help to communicate our messages clearly.

Use

Add in any approved image examples and notes outlining your brand's photography direction. You can include download links to individual images or your entire image library.

Photography

We don’t really use a lot of photography, we prefer to communicate in writing but when we do use images they should be natural and never staged.

Use

Add in some examples of your brand assets in use, such as brochures, business cards, posters, social media banners or tote bags.

Application

A few examples of how our brand looks in the real world.

Use

Show examples of your Tone of Voice, outlining how to and how not to speak. A place to show off your brand's personality.

Tone of Voice

Our Tone of Voice represents our brand personality and values. We are short, sharp and snappy therefore our content should be the same.

Contact

Use

Add in contact details in case anyone needs a bit more clarification on using your brand assets.

Help

If you need any help with our brand book you can contact us at:

hello@shop-keepr.com