BRAND GUIDE

EXPRESSION
LETTER FROM THE OWNER

PHILOSOPHY

MISSION

DESIGN OBJECTIVE

IDENTITY ATTRIBUTES

AUDIENCE PROFILES

IDENTITY
INSPIRATION | CONCEPT

LOGO

LOGOTYPE

TYPOGRAPHY

COLOR INVENTORY

STAGING AREA

SIGNATURE | TAGLINE

USAGE OF ELEMENTS

TOUCHPOINTS
HONEY

ENAMEL MUG

STATIONERY

MAGAZINE AD

SITE | WALL APPLICATION

VEHICLE APPLICATION

SPONSOR A HIVE

DESKTOP APPLICATION

APP UI DESIGN
Honey bees have been producing honey in the
same way for 150 million years. They need to visit
approximately 2 million flowers to make 1 pound
of honey. They are critical pollinators, pollinating
70 of the nearly 100 crop species that feed 90%
of the world. Honey bees are responsible for $30
billion a year in crops.

That’s only the start.

It is the goal of every beekeeper to maintain
healthy, productive colonies.
Since we began in 2012, beekeeping has become increasingly
challenging. We are losing bees at an alarming rate. Possible
reasons include the loss of flower meadows, colony collapse
disorder, climate change, and use of pesticides. We strongly
urge consumers to be aware of these changes, as bees sustain
our global population.

Despite these challenges, we are passionate about our

influence and hope to continue the tradition of beekeeping
for many years to come. At Journey State we can appreciate
hard work, and feel it is our obligation to provide sustainable
practices for honey our bees to thrive.

Journey State is a registered honey apiary site, manufacturer

and distributor native to the State of Illinois. We are responsible
for nearly thirty hives on site, and growing. We are hard at work
tending the bees and harvesting raw honey from chemical
free beehives with the help of our own ‘busy bee’ workers.
Along with keeping bees, harvesting honey and distributing to
farmers markets, grocers and the like, we practice and advocate
for sustainable agriculture, and awareness of the natural
environment as it pertains to bees.

Best,
The Hartwell Family

LETTER FROM THE OWNER

BRAND EXPRESSION
 MISSION
Journey State is dedicated to their fellow
bees, bee keepers and customers, to procure
the best possible sources and yield the
purest of honey goods.

BRAND EXPRESSION
 DESIGN OBJECTIVE
The goal of the visual identity is to convey the
simplicity and essence of these pure honey
products, while creating a positive impact on our
communities, through education and inspiration.

BRAND EXPRESSION
BRAND EXPRESSION
Staying up to date with the latest
environmental research as well as
asserting sustainable harvesting
practices, to make sure our families’
heritage may be passed down, is at the
core of this brand.

IDENTITY ATTRIBUTE
BRAND EXPRESSION
Journey state it’s more than just bees
and honey — It’s the simple things.
The firm belief that getting your
hands dirty is good for the soul. This
company is no stranger to hard work -
and they like it that way.

IDENTITY ATTRIBUTE
 Journey State acknowledges pure
simplicity in life’s small moments and
strives to create a positive outlook
within the company and share in the
bliss that this world has to offer.

BRAND EXPRESSION
IDENTITY ATTRIBUTE
 JOAN
As the tradition of local honey
harvesting continues, Journey State
remains a reliable resource, helping
new and experienced beekeepers.

BRAND EXPRESSION
CLYDE & DARLENE
Clyde and Darlene are proud
symbols of the senior customers,
mentoring their families through
the art of bee keeping.

JACK
Being a family company that values
leaving a positive impact on our
future generations, Journey State
engages our young ones to learn
about the honey-making process and
life cycle of bees, in hopes to inspire
them for years to come.

AUDIENCE PROFILES
Imagery features rich textures
and human interaction, harkening
back to heritage, impression and
exuberance.
Photography is warm, detailed and
vibrantly saturated photography

along hand-generated type and

bee trail for an additional personal
element.

BRAND TONE/MOOD
 INSPIRATION
The inspiration for Journey State’s
identity started with compositionally
clean, yet gritty textures for a stylistically
refreshing vibe to appeal to the younger
spectrum of the target audience. A
sense of comfort and warmth resonante
with the natural recurring elements
such as wood, earth, grasses and flaura,
broadening the tone of this brand to the
more mature, senior audience.

BRAND IDENTITY
CONCEPT SKETCHES
Inspired from mood board and brand
tone, relating to key attributes - Heritage,
Impression and Exuberance.
 LOGO
Introducing Sonny, the ever happy-go-lucky
bear. He evokes honey with the strikingly bold
Bumble Yellow and always features a cheery
disposition with his grinning muzzle. His ears
are alert and always carries minimal texture
outlined in his silhouette.

BRAND IDENTITY
Logo shown at a reduced
scale of 40% from left.
 Logotype scaled at 40%

BRAND IDENTITY
LOGOTYPE
Developed from hand-generated
typography is quirky with blocky,
rounded serifs.

LOGOTYPE
 YOUR LOCAL
HONEY BEE
JOURNEYSTATE.COM

BRAND IDENTITY
Hand-Generated Typography

Used selectively for heirarchy

SECONDARY HEADER BREE SERIF

USED IN ALL CAPS ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Used primarily for copy CABIN

SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

TYPOGRAPHY
 COLOR INVENTORY
The color system is very cheery with
the Bumble Yellow featured in this
inventory. Supplementing with a deep BUMBLE YELLOW
Indigo and more neutral Custard to R: 252, 217, 0
balance the boldness and still remain a C: 2, 11, 100, 0
confident and clean system. #FCD800
PMS: MEDIUM YELLOW UC

INDIGO
R: 12, 28, 42
C: 89, 75, 55, 68
#0C1B2A
PMS: 296 C

CUSTARD
R: 242, 228, 176
C: 5, 7, 36, 0
#F2E3B0
BRAND IDENTITY
PMS: 7499 C
COLOR INVENTORY
 STAGING AREA
To ensure legibility, keep a
minimum staging area around
the signature. This features the
mark and keeps its heirarchy from
competing with other graphic
elements. The height and width
of Sonny’s nose is proportionally
required to maintain the space
around the mark.

Brand marks will mostly be

used in full color.

BRAND IDENTITY
Brand mark may be reversed out to
showcase simplicity on color field.
The capital J from the wordmark
may be utilized to signify the
minimum clear space.

Secondary ee mark may use the

capital J from the wordmark to
signify the minimum clear space.
 natural • honey • goods

BRAND IDENTITY
Signature represents the more
playful tone of Journey State. The
clean tagline helps balance the
whimsy in the letterforms of the
brand mark.

TAGLINE
A B

INCORRECT USAGE

A) Do not rotate logo

B) Do not skew or stretch

C) Do not rearrange mark in any way

C D
D) Do not resize any element

E) Do not screen back colors

F) Do not add drop shadows

E F
CORRECT USAGE
Journey State’s secondary marks
can be used in place of the primary
logo for additional branding visuals.
However, the marks should never be
used as a combination lock up. For
example, don’t use the full signature
and the bee mark directly next to
each other - they will compete for
heirarchy and is not a good use of
brand elements.

Tagline can be used with or without

the primary logo, but should be
used where it fits best for the brand
messaging and marketing materials.

Color inventory may be shifted in

primary marks to appeal best in
application of mark(.

BRAND IDENTITY
FEATURED HONEY
Vinyl diecut labels are adhered to
glass jars for a clean and simple
presence. Brand colors quickly signify
differences between flavors.

BRAND TOUCHPOINT
ENAMEL MUG
Enamelware mugs are engraved and
will not rub or wash off over time. These
mugs are very resistant, making them a
perfect addition to customers’ kitchen
collection or camping trip (electric, gas,
open fire safe). Recommended to not to
use them in dishwash.

Strategically placed on the bottom of the

mug is Sonny Bear’s nose, transforming
customer’s face into an adorable honey
bear by the end of their drink.

BRAND TOUCHPOINT
STATIONERY
Business cards are die cut of Sonny
bear with the logotype boldly scaled
on one side and the opposite stating
individual’s contact information.

The letterhead has a clean layout with

wordmark and tagline heading the
top left, and a bold smile featured on
the opposite side. When the recipient
opens the envelope they are greeted
with a smile.

Envelopes are yellow with the bee trail

transferring from front to back.

BRAND TOUCHPOINT
MAGAZINE AD
Full page print advertisement in premium
food magazine, showcasing the featured
seasonal honey.

BRAND TOUCHPOINT
SITE IDENTIFIER
This barn is the origin of Journey State and remains the
primary apiary for the beehives. It also acts as the hub for
packing and distributing products.

The scale of the site is perfect for the application of Sonny

bear, welcoming all to the property.
PEDESTRIAN-LEVEL
WALL GRAPHIC
This wall application is a fun
graphic, providing a possible
backdrop for photo opportunities
to tourists and residents.

BRAND TOUCHPOINT
VEHICLE APPLICATION
Company vans are be used for local
deliveries and function for events,
such as vendor booths at conventions
as well as seasonal farmers’ markets.

Advertised on the vehicle’s end is

Sonny bear’s smile, leaving a happy
impression around town.

BRAND TOUCHPOINT
 ADVOCATES FOR JOURNEY STATE MAY PURCHASE
A HIVE AND TRACK IT’S COLONY!

Journey State is an ambassador to all
who want to learn about the life cycle
of bees and their global impact. We
host classes in June and July. This is
hands on at our apiary for beginning
beekeepers.
Honeybees are called “social insects”
because they live together in a society
with adults and young sharing the
same dwelling, and they exhibit a
co-operative behaviour. No individual
honeybee can survive on its own. They
are all dependent on each other.
This is where you (and Journey State)
comes in! Becoming and advocate
helps our Journey State employees
work their hardest to make sure these
bees can thrive, with the help of your
donated hive and supplies.
The Hive Sponsorship is a creative way
to get involved with the daily routine
not only the bees go through, but
understanding production from our
end. These hives are perfect for classes
learning about bees, families and even
make a thoughtful, donated gift.
Sponsoring is easy. Go to our website
at journeystate.com or call us at
(217)669-8324 to learn more and
claim a hive!
BRAND TOUCHPOINT
DESKTOP APPLICATION
Desktop application shows the
homepage with a simple layout.
There will always be a space at the
top encouraging visitors to become
an advocate and sponsor a beehive
as well as the current featured honey.
The addition of hand-generate type
brings a touch of personality to the
clean graphics.

BRAND TOUCHPOINT
The app icon is kept simple
with a crop of honey bear’s
silhouette, for a quick
read at such a small scale.
The bee and it’s trail animates in a
circle as the screen loads.
This screen shows the fly out menu
with the honey products page
featured. The cart at the upper right
shows how many items are currently
in the customer’s shopping cart.
 This screen pushes the Donation
and Advocate part of Journey State,
encouraging customers to become
involved in the process. This breaks
down levels they may choose from
(i.e. Donation amounts, Contribution
towards cost of tools and the Hive
Sponsorship.

The last screen expands on

the Sponsor a Hive feature,
where you can “adopt” a hive.
User’s profile will show in the
upper-right hand corner. Below
their profile picture are icons
showing how many hives they
are currently sponsoring. The
selected hive will be the main
page, where the user may name
their colony’s apiary - shout out
to Pablo Beecasso!

The apiary will be geo-tagged

and show the local area’s current
weather. At the bottom, the user
may check in on the status of the
colony & what part of the process
they’re in and even purchase
honey direct from their hive once
production is ready!

BRAND TOUCHPOINT
GDES 244 | COMMUNICATION SYSTEMS | THUMBNAIL SKETCHES
LAURA BALLARD