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The Ecopots Brand
Brand identity guidelines & principles
Desktop only
Version 1.0
Last modified: 01-11-2022
Basics
For more then ten years we have been gradually building the Ecopots brand now. With more and more partners telling and selling our story, we feel the need for some clarification. This brand guide in general is created for this purpose, but we also would like to highlight a few individual guide lines.
Ownership
Ecopots is a brand owned by The Pots Company. You, as our partner, are selling our brand. Unfortunately we see partners claiming ownership of the brand by writing about 'our brand' when it comes to Ecopots or purposely miss spelling our name to avoid alternative or brand specific searches. We urge you to follow the guidelines as described in this brand guide and we will monitor this on a regular basis.
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Some examples;
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Our Ecopot plant pots
Handcrafted from recycled plastics and natural stone, our Ecopots are UV proof, shock-proof, and frost resistant (...)
Shop ECO Pots
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Ecopots plant pots
Handcrafted from recycled plastics and natural stone, Ecopots are UV proof, shock-proof, and frost resistant (...)
Shop Ecopots
Our brand
Brand philosophy
In our philosophy, durability is more than reusing or recycling materials. It’s also about designing and producing products that last. So Ecopots are not only sturdy, frost resistant and break proof, but are also timeless in their design and use of colours. Beautiful today, tomorrow and in ten years time. Because we believe the most durable products are those products you don’t want – or have - to replace every year.
Design philosophy
Ecopots follows the Scandinavian design philosophy. In short, this philosophy is about creating a calm and clutter free home as a counter balance to hectic and stressful daily lives. It is being characterized by clean and simple lines, minimalism and the use of natural colours and materials.
Our tagline
durability by design
How to write our brand name
Ecopots
ECOPOTS, ECO Pots, Eco pots, Eco Pots, Ecopot, ECOPOT, ECO Pot, Ecopot's or any other alteration
Our colours
'White' defines the Ecopots brand identity. It is the leading visual aspect in all our communication, from point of sale materials and packaging to website, photography and ads. With 'white' we mean both colour and 'negative space'.
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Keywords regarding our brand identity are: minimalist, serene, open, calm, natural, classy
Negative space
Negative space is the space around and between objects and is a vital component in the Ecopots identity. Make sure there is always enough negative space in your Ecopots outings.
How to
To increase negative space, try the following suggestions:
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- Increase left and right margins
- Increase top and bottom margins
- Increase line spacing
- Choose a slightly smaller font size
- Be selective in the amount of text you use. Less is more.
Colour palette
Ecopots uses four base colours.
Imperial Red
# E83C3A
CMYK 0, 87, 75,0
RGB 232, 60, 58
Jet Black
# 313234
CMYK 72, 61, 55, 66
RGB 49, 50, 52
Spanish Grey
# 999999
CMYK 41, 32, 33, 11
RGB 153, 153, 153
White
# ffffff
CMYK 0, 0, 0, 0
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These are the only colours used for Ecopots. Colour in our communication comes from our pots and the plants.
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Imperial Red: is only being used in our logo and icon
Jet Black: is only being used for our logo
Spanish Grey: is only being used for our tagline.
Regular text is always in black.
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Never use the red 'o' in regular text, it is only to be used in our logo.
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About Ecopots
About Ecopots
Logo
The Ecopots logo comes in two versions, the main logo and the icon logo. Use of the icon only logo is permitted only to Ecopots itself.
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The Ecopots logo is always used with/on a white background
Main logo
The Ecopots main logo features the tagline and registration mark.
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If the sizes doesn't allow for the tagline to be used due to readability, the logo without tagline can be used.
Icon logo
Use of the icon logo is only permitted to Ecopots itself.
Use of the logo
The Ecopots logo can't be shaped or transformed. Download the official logo and use it without modification.
Logo spacing and proportions
Use of the logo on a background or image
The Ecopots logo is always placed on a white background. When placed on an image, the logo is always placed in a white circle. These logos can be downloaded from our brand portal.
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In case the logo is placed in an image, we use the logo in a circle which is placed diagonally to the pot and in the image's empty space.
The circle logos come with markers to mark the place in the corner. Never use these in a visible part.
Examples of how to use correctly
Logo not placed diagonally
Logo not placed diagonally, image now tips to the right
Logo is not in the empty space and partially covers the pot
Logo sizing in images
Aestetics are key for a brand like Ecopots. That's why it is important to keep proportions in mind when using a circle logo in an image. As a general rule of thumb, the size of the circle logo more or less matches the size of the pot. This way, the two communicate with each other and create harmony in the design.
Logo correct although not exactly the same
Logo too small
The same here. They do not have to be exactly the same, but close enough to form a visual unity.
Logo too big
Typography
Ecopots uses the Raleway font in two weights; regular and bold.
Raleway Regular
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abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
Raleway Bold
AaBc
CcDd
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1234567890 !@#$%^&*()
abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
Use and sizing
Example
Headlines, size = 2x
Raleway Bold 32 headline
Subheads, size = x
Raleway Bold 16 subhead
Body copy, size = x
Raleway Regular 16 body copy
Spacing
A line spacing of 1.6 is recommended.
Social Media
It is no longer permitted to use the Ecopots name for social media accounts not owned by Ecopots/ The Pots Company. You are free, and we encourage you to do so, to post about Ecopots, but this will always have to happen from a non-Ecopots account. Current country accounts will have to be stopped.
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Why is this?
As a brand, it is more and more important to speak with one voice. We need to be able to monitor and control what and how is being said regarding our brand. We want to take the impression away from users that they might be speaking to the brand when they are not. Clear lines of communication helps us, helps you and - most importantly - helps the end-user.
More will be added over time.