The brand
of
Our
Logo
Our logo is the hallmark symbol of our brand. Created from an italicized semi-serif typeface, and modified just for Signal, our logo is recognizable and iconic. It leads the charge on all of our marketing materials and packaging.
Logo
Full
Logo primary black
Logo primary white
Multi-
Colored
Logo primary black multi-colored
Logo primary white multi-colored
Clear space
To control spacing dynamics, proper clear space should be maintained around it and between other graphic elements. use the width of the capital “S” to designate how much space should be maintained.
Minimum Sizing
To control legibility and brand impact, there are a couple of rules regarding minimum logo sizing. The logo with the tagline should be used at sizes of 150px/.5” wide and larger. Below that—but not below 100px/.333”—remove the tagline and use the logo by itself.
Logo
Don'ts
Don’t alter or use unapproved colors
Don’t adjust the spacing in the characters of the logo
Don’t use the logo as a mask for photography
Don’t tilt or rotate the logo
Don’t adjust the logo’s opacity or the use the logo as a watermark element
Don’t alter or change the tagline color
Don’t adjust or change the tagline in the logo
Don’t stretch or warp the logo
Our
Colors
The Signal color palette was born of a desire to depict our unique products and stories visually. Use the following colors in these proportions for marketing graphics and collateral development.
Full Red
- Hex #BE0F09
- RGB 192, 39, 40
- CMYK 17, 98, 97, 7
- Pantone 3517 C
Bold Black
- Hex #000000
- RGB 0, 0, 0, 0
- CMYK 75, 68, 67, 90
- Pantone Black 6 C
Turquoise
- Hex #19d3c5
- RGB 25, 211, 197
- CMYK 65, 0, 32, 0
- Pantone 7464 C
True White
- Hex #ffffff
- RGB 255, 255, 255
- CMYK 0, 0, 0, 0
- Pantone White Ink
Amber Orange
- Hex #f5821f
- RGB 245, 130, 31
- CMYK 0, 60, 100, 0
- Pantone 1585 C
Package
Colors
The following colors constitute the foundation of our packaging system, both cartons and packs.
Full Flavor Red
- Hex #C02728
- RGB 192, 39, 40
- CMYK 17, 98, 97, 7
- Pantone 7620 C
Bold Black
- Hex #000000
- RGB 0, 0, 0,
- CMYK 75, 68, 67, 90
- Pantone Black 6 C
Menthol Green
- Hex #6DCCBA
- RGB 109, 204, 186
- CMYK 54, 0, 34, 0
- Pantone 570 C
Menthol Smooth Green
- Hex #19d3c5
- RGB 25, 211, 197
- CMYK 65, 0, 32, 0
- Pantone 3255 C
Menthol Max Green
- Hex #016853
- RGB 1, 104, 83
- CMYK 89, 36, 72, 25
- Pantone 7724 C
Mellow Yellow
- Hex #F9E346
- RGB 249, 227, 70
- CMYK 4, 5, 84, 0
- Pantone 106 C
Ultra Smooth Orange
- Hex #FF6701
- RGB 255, 103, 1
- CMYK 0, 74, 100, 0
- Pantone 1505 C
Smooth Blue
- Hex #0082CA
- RGB 0, 130, 202
- CMYK 82, 41, 0, 0
- Pantone Process Blue CP
Beadwork
Colors
Many of the colors included in our beadwork patterns are captured above. There remainder can be found below.
- Hex #fdfcd4
- RGB 253, 252, 212
- CMYK 0, 0, 16, 1
- Pantone 2001 C
- Hex #fcee90
- RGB 252, 238, 144
- CMYK 2, 0, 49, 0
- Pantone 601 C
- Hex #4c5858
- RGB 76, 88, 88
- CMYK 14, 0, 0, 65
- Pantone 444 C
- Hex #ffa466
- RGB 255, 164, 102
- CMYK 0, 36, 60, 0
- Pantone 1565 C
- Hex #ff8533
- RGB 255, 133, 51
- CMYK 0, 48, 80, 0
- Pantone 158 C
- Hex #93e5db
- RGB 147, 229, 219
- CMYK 36, 0, 4, 10
- Pantone 332 C
- Hex #b9eee7
- RGB 185, 238, 231
- CMYK 22, 0, 3, 7
- Pantone 317 C
Typography
Headline
Montserrat Black
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Headlines/Emphasis
Hangbird
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Subhead/Eyebrow
Montserrat Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Body
Museo Slab 500 / 700 / 900
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Illustration
Assets
Our brand is more than pretty colors and great fonts. To add visual interest and texture to digital or printed graphic compositions, we’ve added these beautiful and relevant graphics for application where appropriate.
Feather
A powerful symbol of our heritage, this illustration is great as a watermark or to add visual texture.
Torch-Bearer
A powerful symbol of our heritage, this illustration is great as a watermark or to add visual texture.
Tobacco Plant
A powerful symbol of our heritage, this illustration is great as a watermark or to add visual texture.
Beadwork
One of our most important graphic elements is our beadwork. This totally unique element can be used in myriad ways: framing product, tesselated as a border, to break up a large and monotonous block space, you name it. Use it cleverly and wisely to reinforce our native heritage.
Signal Brand
House
Signal is the all natural, genuinely native made more affordable quality tabacco choice.
What Signal does
Provides a non additive high quality tobacco choice on Tribal lands (Tribal.) Provides a non additive alternative to big tobacco’s high-priced tobacco (General Market)
Why Signal matters
As family owned Native American brand, made on the St. Regis Mohawk Reservation in upstate New York, Signal shares its native tradition of premium tobacco and water with the consumer who wants something of higher quality for a better price.
How Signal is different
Showcasing a tribal design on modern packaging and sharing it’s augmented reality and quality ensuring freshness seal, Signal uses only the full tobacco leaf and water.
Signal proof points
Honors the tradition of tobacco as ritual and ceremony for Native Americans. All Natural, made from just full tobacco leaf and water with no additives. Commits a percentage of sales from tobacco products to Native American communities through its Bear’s Den Foundation.
Makes consumers feel
-
Understood
-
Included
-
Appreciated
-
“I am part of the group”
Makes consumers feel
-
Down-to-earth
-
Welcoming
-
Energetic
-
Trustworthy
Brand Values
Brand Voice
True
Honest, matter-of-fact
Simple
Concise, direct
Together
Warm, inviting
Example Headlines & Subject Lines
All Natural.
Made Affordable.
Naturally Born.
Native Made.
Our only ingredients are
Premium Leaf Tobacco
& Water.
Make the
Natural Choice.
Always Natural.
Always Affordable.
Signal
User Personas
Sarah
- Age
- 50+
- Income
- $50,000
- Marital Status
- Married
User Environment
She likes to drive to the reservations as an outing to buy for herself and her friends. She is into crafts and hobbies around the house and it gives her a break from the day to day.
Psychographics
She loves a deal and will seek out coupons to help stretch her dollar. Smoking is enjoyment and a break from taking care of her family, life, and work. She’s seen as intelligent by her friends and family. She sees more and more all natural products where she shops.
End Goals
She is looking for the highest quality most affordable smoke she can find. She likes that Signal is less harsh on her throat and is a smoother taste then what she had previously smoked for years.
Scenario
You will find Sarah at Tribal Locations.
Matt
- Age
- 30-45
- Education
- Associate's Degree
- Marital Status
- Single
User Environment
You’ll find him hanging out at a local bar or brewery with his pals or family. He has been paying more attention to his lifestyle and enjoys being outdoors in nature.
Psychographics
He used to smoke more expensive and more robust cigarettes, but has realized he is more mature and the harsh taste and throat hit don’t serve him anymore. He has tried vaping but he still likes the feel of a draw of a cigarette and dosen’t want to give that up.
End Goals
To shop in a convenience store on tribal locations.
Scenario
Works providing services for homes and businesses.
We Do
-
Tell it like it is
-
Keep things simple
-
Invite others
-
Keep it natural (casual)
-
Stay true to our roots
We Don't
-
Overpromise or use hyperbole
-
Talk too much, use long copy, or try to oversell
-
Sound exclusive, luxurious, or elitist
-
Use big words or speak too formally
-
Try to be like others or over innovate
Brand in
Action
Check out some of these excellent examples of the application of our brand in the real world.
Co-branding
Many times, our promotional efforts are co-branded with one of our retailers. This is an excellent example of a properly done co-branding.
Signal remains the key focus of the ad and the most promiment visual element. At 20% the width of the visual composition, the Randy’ Smoke Shop is perceptible but unintrusive into the rest of the Signal messaging.
Illustration Example
This point-of-purchase promotion represents an excellent example of the use and application of illustrations. Besides the logo, our torch-bearer illustration makes up the main imagery on the front of the package. Our beadwork flank the outside of our package, highlighting it and visually reinforcing our “Native Made” differentiator. Additionally, the tobacco plant works as an excellent background texture in the form of a watermark.
Signal Cigars
User Personas
Matt
- Age
- 30-45
- Education
- Associate's Degree
- Marital Status
- Single
User Environment
You’ll find him hanging out at a local bar or brewery with his pals or family. He has been paying more attention to his lifestyle and enjoys being outdoors in nature.
Psychographics
He used to smoke more expensive and more robust cigarettes, but has realized he is more mature and the harsh taste and throat hit don’t serve him anymore. He has tried vaping but he still likes the feel of a draw of a cigarette and dosen’t want to give that up.
End Goals
To shop in a convenience store on tribal locations.
Scenario
Works providing services for homes and businesses.
Signal
Cigars
Full flavor
Menthol
Smooth
Strawberry
Vanilla
Signal Cigars
User Personas
Matt
- Age
- 30-45
- Education
- Associate's Degree
- Marital Status
- Single
User Environment
You’ll find him hanging out at a local bar or brewery with his pals or family. He has been paying more attention to his lifestyle and enjoys being outdoors in nature.
Psychographics
He used to smoke more expensive and more robust cigarettes, but has realized he is more mature and the harsh taste and throat hit don’t serve him anymore. He has tried vaping but he still likes the feel of a draw of a cigarette and dosen’t want to give that up.
End Goals
To shop in a convenience store on tribal locations.
Scenario
Works providing services for homes and businesses.
Signal
Pipe Tobacco
Full flavor 6oz
Full flavor 16oz
Smooth 6oz
Smooth 16oz
Menthol 6oz
Menthol 16oz