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2-12
13-14
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Brand Essence
5 Guiding Principles
Logo Usage and Logo significance
Type Usage

17-18
19
20
21-23
24
27
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Type in Action
Communication Hierarchy
Type Dos and Donts
Color Palette and Color Palette in Action
Photography Guidelines
Materials Palette
Process Statement

CONTENTS

Brand Essence
Wine drinkers have yet to find a wine thats sexy,
delicious AND sophisticated... Until now. Santa Maria
is more than just a wine. Santa Maria is confident,
professional, sexy, bold and assertive. Our brand
personifies the word wine and takes the concept of
alcohol to a whole new level. We provide our patrons
with the utmost quality, making every glass poured a
different experience every time.

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5
Guiding

Principles

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A sophisticated compliment to our patrons.

Inviting

The most anticipated Party guest.

[ Santa Maria | 5 Guiding Principles ]

Sexy
Its not an accident, its a habit.

Simple

No lies. No Exaggerations. We just....Are.

Maria
| 5| Guiding
Principles
] ]
[ Santa
Maria
5 Guiding
Principles
97[ Santa

108

Rooted

LOGO SIGNIFICANCE

LOGO USAGE

Logo Orientation: ONLY horizontal

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Logo may be red or black

Our logos typography is an original, handwritten script, representing the handwritten

script in the signatures of the Declaration of Independence. The name Santa Maria is the
name of Christopher Columbus largest ship sailed to America. The bottles design places
emphasis on the irony of racism throughout Americas history. While the Santa Maria name
and style, express the colonization of America, the elephant symbolizes the cultural, Ethnic
descent forcibly brought from other countries. It is strategically placed behind the logo, to
portray the taboo aspects of history, behind the glorious parts. The wine bottle intentionally
pays homage to the less-than-positive attributes of American History.

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Type
Usage

Two specific fonts used when depicting our brand.

Times
Classic serif, Times font. Easily readable
And familiar.
Used for majority of letters in headlines.
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()_+

Zapfino
Script, san serif font. Very elegant and beautiful.
Used for no more than one letter per headline. Unless the
entire word is written in zapfino. If using zapfino font for
first letter, said letter must be larger than the rest of text.
A B C D E F G H I J K L M N O P R S T UVWXY Z

abcdefghijklmnopqrstuvwxyz
1234567890

!@#$%^&*()_+

Type

Action
in

A Brochure outside (above) and inside (right)

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Magazine Ad

Headline

Communication

Hierarchy

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TYPE DOS

It is okay to have the initial zapfino letter of the word the same size as the
rest of the letters. It is also okay to create the entire title in zapfino. Type can
be colored as specified colors in the color palette. If placing emphasis on a
particular word, it must be either increased in size, changed a different color, or all caps, nothing more.

Image

TYPE DONTS
Brand

DO not increase the leading in type. Type cannot contain any special affects. Headlines cannot contain only times font, must have at least one
zapfino letter. Type is not to be italicized, bolded, or anything not specified
in the above for emphasis. Type cannot be similar to logo.

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Color

Palette

Our colors were taken from this iconic image. The colors are not to be changed under any
circumstance. If there is not a large enough contrast between the background and text, then
certain colors may not over lap. The two main colors you will see expressed are the champagne
color and the whine color in order to symbolize both our white and red wine selection. White
is used for simplicity reasons as is black. Grey serves as an extra background color so as to
break up any monotonous color scheme and keep things fresh.

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Color palette in
Action

Photography
Guidelines
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Type of
Photography
Photos generally consist of angled photos of the bottle,
Photos of packaging, wine glasses, people drinking wine
glasses set in nature scenes, mainly the ocean. Photos
also can be set in black and white with the wine itself
dramatized in a bright color.

Quality of
Photography
Photos must be of adequate resolution. Photos
may be altered if necessary i.e: opacity, contrast,
etc. Photos are not to be overly colorful. Photos
also cannot contain other wine products or portray
negative, suggestive messages, for example, young
teenagers drinking.

Materials
Palette

Another material that can be used is the texture

of a cork. It gives a rough, yet familiar look
and works well as a background. Cork may
be depicted in black and white, or its original
color, not altered to any other color.

The elephant in the back serves as

a texture and as a reminder of our
brand. It is not to be over used, just
added as a texture behind major pieces
of information in need of emphasis.

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Theres a reoccurring transitional design element between the wine and champagne
color changing. This creates a pace for the
viewers as well as they add a little familiarity and create almost an expectation for th
reader. It also, in some instances, serves as a
marker.

This texture is a grape skin. The roundness of the

grapes themselves may interfere with the design/text of
the brand. This texture is much more subtle, and even
resembles the stains a wine glass can often leave behind.
This texture also works well with a background, and
even used as a transparency behind a text box.

Process Statement
This, I have to say, was one of the hardest things Ive had to design thus far. I really wanted to pour my soul into this
book. The goal was to represent emotion, so thats what I wanted to depict. I spent the first few weeks of this project
working solely on the photography. I began to become drained and frustrated with that part. I had to walk away
from that part, then later, approach it with a different perspective. Another problem I ran into was one that was
haunting my entire project. MISSING EMOTION. I finished the entire book and realized that it wasnt making me
feel anything. I decided that I wasnt going to finish this project until it screamed emotion. I spent many hours on
this book. Some nights I decided that sleep was not an option, neither was eating. If I was going to produce a book
as great as my vision for it, I was going to have to really sacrifice. I can honestly say that this project has broken the
shell that Ive been stuck in. I used to doubt my abilities as a graphic designer, but I enjoy looking at this book, and
just the sight of it has brought me back into the reality that I AM a good designer and that I AM capable of creating
something beautiful, something that is not just pleasing to look at. Im very grateful to have such a project like this.
This was more than just a process....At the rate of sounding corny, I must say, this was a journey.

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