All necessary files can be found on our brand portal.

 

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The Ecopots Brand

Brand identity guideliness & principles

Desktop only

Version 1.0 

Last modified: 01-11-2022

Paris Wheels 85 Grey.jpg

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.

Some examples;

Our Ecopot plant pots

Handcrafted from recycled plastics and natural stone, our Ecopots are UV proof, shock-proof, and frost resistant (...)

Shop ECO Pots

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

Catalogue 2021.jpg

'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'. 

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:

- 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

These are the only colours used for Ecopots. Colour in our communication comes from our pots and the plants.

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.

Never use the red 'o' in regular text, it is only to be used in our logo.

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.

The Ecopots logo is always used with/on a white background

Main logo

Ecopots Logo R.jpg

The Ecopots main logo features the tagline and registration mark.

If the sizes doesn't allow for the tagline to be used due to readability, the logo without tagline can be used.

Icon logo

flavi 200 x 200.png

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.

Ecopots Logo R.png
deform1.jpg
deform2.jpg
deform3.jpg
deform4.jpg

Logo spacing and proportions

Ecopots Logo proportions.jpg

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.

Ecopots Logo R.jpg
Ecopots Logo R.png

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Ecopots Logo R.jpg
Saucer Wheels 50 Grey.jpg
Saucer Wheels 50 Grey.jpg
Ecopots Logo R.png

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.

Corner Logo_Corner Logo TL.png
Corner Logo_Corner Logo TR.png

Examples of how to use correctly

Corner Logo_Corner Logo BL.png
Corner Logo_Corner Logo BR.png
Saucer Wheels 50 Grey.jpg
Corner Logo_Corner Logo TR.png
Vienna 70 Grey_edited.jpg
Corner Logo_Corner Logo TL.png
Saucer Wheels 50 Grey.jpg
Corner Logo_Corner Logo BR.png

Logo not placed diagonally

Vienna 70 Grey_edited.jpg
Corner Logo_Corner Logo TR.png

Logo not placed diagonally, image now tips to the right

Amsterdam Wheels 2 Grey.jpg
Corner Logo_Corner Logo TL.png
Amsterdam Wheels 2 Grey.jpg
Corner Logo_Corner Logo BL.png

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.

Saucer Wheels 50 Grey.jpg
Corner Logo_Corner Logo TR.png

Logo correct although not exactly the same

Saucer Wheels 50 Grey.jpg
Corner Logo_Corner Logo TR.png

Logo too small

Amsterdam Wheels 2 Grey.jpg
Corner Logo_Corner Logo TL.png

The same here. They do not have to be exactly the same, but close enough to form a visual unity.

Saucer Wheels 50 Grey.jpg
Corner Logo_Corner Logo TR.png

Logo too big

 

Typography

Ecopots uses the Raleway font in two weights; regular and bold.

Raleway Regular

AaBc
CcDd

abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()

abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()

Raleway Bold

AaBc
CcDd

abcdefghijklmnopqrstuvwxyz
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.

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.