2399 Craftedwell Brand Guide 9e130229

# CraftedWell Brand Guidelines

**Tagline:** "Crafted with care, savored with joy."

**Brand Pillars:**
- Artisanal Quality - Exceptional craftsmanship
- Warm & Inviting - Comfort and familiarity
- Simple Elegance - Clean design, quality speaks for itself

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## Color Palette

### Primary Colors

| Color | Hex | Usage |
|-------|-----|-------|
| **Dark Chocolate** | `#3D2314` | Body text, dark backgrounds |
| **Chocolate** | `#5A2C10` | Headings, primary accents |
| **Cocoa** | `#8B4A24` | Secondary text, subtle accents |

### Accent Colors

| Color | Hex | Usage |
|-------|-----|-------|
| **Caramel** | `#C07F43` | Highlights, decorative elements |
| **Soft Gold** | `#D4A45A` | Premium accents, gradients |
| **Cream** | `#FDF8F3` | Backgrounds, cards |
| **White** | `#FFFFFF` | Page/slide backgrounds |

### Supporting Colors

| Color | Hex | Usage |
|-------|-----|-------|
| **Muted Cream** | `#F5EDE5` | Muted backgrounds |
| **Border** | `#E5D5C5` | Borders, dividers |

### Semantic Colors

| Color | Hex | Usage |
|-------|-----|-------|
| **Forest** | `#5A7A4A` | Positive, success, growth |
| **Terracotta** | `#B85C38` | Negative, warnings, decline |
| **Slate** | `#6B6B6B` | Neutral, N/A |

---

## Typography

**Display Font:** Georgia (serif) - titles, headings, quotes

**Body Font:** Arial (sans-serif) - body text, captions, labels

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## Logo Usage

| Version | Use Case |
|---------|----------|
| **Primary** | White/light backgrounds |
| **Horizontal** | Headers, footers |
| **Reversed** | Dark Chocolate backgrounds only (cream tone, not pure white) |

**Rules:**
- Clear space: height of the "C" mark on all sides
- Minimum size: 80px width (digital), 0.75" (print)
- Don't stretch, distort, add effects, or place on busy backgrounds

---

## Document Styles (Word/PDF)

### Page Setup

- **Margins:** 1" all sides
- **Page size:** Letter (8.5" × 11")
- **Line spacing:** 1.15

### Typography

| Level | Font | Size | Color |
|-------|------|------|-------|
| Title | Georgia Bold | 24pt | Chocolate |
| Heading 1 | Georgia Bold | 18pt | Chocolate |
| Heading 2 | Georgia Bold | 14pt | Cocoa |
| Heading 3 | Arial Bold | 12pt | Dark Chocolate |
| Body | Arial | 11pt | Dark Chocolate |
| Caption | Arial | 9pt | Cocoa |

### Other Elements

| Element | Style |
|---------|-------|
| Header | Horizontal logo left, page number right |
| Footer | Tagline or document title, Arial 9pt, Cocoa |
| Lists | Chocolate bullet/number, 0.25" indent |
| Block quotes | Cream background, Cocoa left border (3pt), italic |
| Hyperlinks | Cocoa, underlined |

---

## Presentation Styles (PowerPoint)

### Typography

| Element | Font | Size |
|---------|------|------|
| Slide Title | Georgia Bold | 32–44pt |
| Section Header | Georgia Bold | 18–24pt |
| Body | Arial | 12–14pt |
| Caption/Label | Arial | 9–11pt |

### Slide Layouts

| Layout | Background | Key Elements |
|--------|------------|--------------|
| **Title** | White | Centered title, subtitle, horizontal logo bottom |
| **Section Divider** | Dark Chocolate | White text, centered |
| **Content** | White | Left accent bar, title top-left |
| **Two Column** | White | Side-by-side cards with Cream backgrounds |
| **Data & Charts** | White | Chart (2/3), metrics sidebar (1/3) |
| **Quote** | Cream | Caramel quotation mark, centered italic |
| **Three Cards** | White | Numbered circles in brand colors |
| **Closing** | Dark Chocolate | "Thank You" in white, reversed logo |

---

## Tables (All Formats)

| Element | Style |
|---------|-------|
| Header row | Chocolate background (#5A2C10), white text, Arial bold |
| Body rows | Alternating White and Cream |
| Borders | 1pt Border color (#E5D5C5), horizontal only |
| Alignment | Text left, numbers right |

---

## Charts (All Formats)

Use colors in order:
1. Chocolate (#5A2C10)
2. Cocoa (#8B4A24)
3. Caramel (#C07F43)
4. Soft Gold (#D4A45A)
5. Dark Chocolate (#3D2314)

For positive/negative: Forest and Terracotta

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## Accessibility

| Combination | Contrast | Use |
|-------------|----------|-----|
| Dark Chocolate on White/Cream | 12:1 | ✓ Body text |
| Chocolate on White | 9:1 | ✓ Headings |
| White on Dark Chocolate | 12:1 | ✓ Reversed text |
| Caramel on White | 3:1 | Large text only |
| Soft Gold on White | 2:1 | Decorative only |

Always pair color with symbols or labels for status indicators.

---

## Visual Style

**Do:**
- White or Cream backgrounds
- Warm photography with natural lighting
- Rounded corners (6–8px) on cards and images
- Generous margins

**Don't:**
- Bright saturated colors
- Overcrowded layouts
- Heavy shadows or 3D effects
- Cold or blue-toned photography

---

## Voice & Tone

- Warm and approachable
- Clear and concise
- Avoid jargon and excessive punctuation

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*CraftedWell Brand Guidelines — 2024*