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Chocolate Covered Rebrand Manual
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Transcript of Chocolate Covered Rebrand Manual
Design Brief 6
Research 7
Signature 10
Stationery 20
Applications 30
Table of Contents
6
Chocolate covered is a local chocolate store that sells chocolates from all over the world They sell
different flavors of chocolate such as spicy, salty and bacon flavored They are located in Noe Valley on 24th street and Castro and they were established in San Francisco This store exists to help Bay Area residents to experience chocolate from different regions of the United States as well as the world This is also a great way to experiment with different brands verses the traditional brands most people are aware of Chocolate Covered has earned great respect because of the large amount of brands of chocolates they offer In fact the reason they opened this store was because they wanted to expose people to many different brands of chocolate They have about 350 different types of chocolates
Design Brief
7
ResearchCOMPETITIVE ANALYSIS CHART
GD2252 Corporate Identity October 11, 2004
Corporate Company Main Competitor REDesigned Brand
Type
Use
Consistency
Typeface
Focus
Consistency
Presentation
Message
Consistency
Message
Associations
Consistency
Key Words(Some not all)
Example:
CORP
ORA
TEM
ESSA
GE
INFO
&
PRES
ENTA
TIO
N
STYL
E &
D
ESIG
N
LOG
O
InformalContemporaryEclecticRenewedSophisticated Modern RetroFeminine
Playful (Bright, Neon Colors)
Informal (Logo=all lowercase)
Playful QualityInternationalBoldTraditionalConservativeUpscaleConsistent
Attentive StructuredIconicSymbolicAppealingSimplisticMinimalisticDecorative
Chocolate Covered Chocolate CoveredGhirardelli
Type
Straight type
yes
Combo
a mark
yes
mark
yes
serif
people with love of chocolates
yes
boring
make people feel comfortable and intimate
yes
to expose people to many brands of chocolate from differnet countrys and regions N/A
yes
to keep selling chocolate that people have become familiar with and love.
N/A
yes
sans serif
chocolate lovers (cakes, beverages, chocoalte pieces)
yes
serif
lovers of chocolate from all parts of the world.
yes
simple but straight to the point.
make people feel relaxed and to enjoy chocolate.
yes
make people understand what we are selling and to open peoples minds to new chocolates.
N/A
yes
nothing out of the ordinary
make people want to eat chocolate
yes
May 4, 2010
The Signature
Clear Space
Construction
Minimum Size
Misuses
Typography
Color
Signature
10
The Signature
The concept behind this logo design was to depict the company and how it has many flavors and
brands of chocolate I was also going for a very iconic image of what most people recognize as chocolate
I played with many iconic images of chocolate but found that the most recognizable style of chocolate was the chocolates you receive in boxes This worked perfectly because this company also sells boxes for cos-tumers to place the chocolates in
11
Clear Space
In order to set it off from other elements, the signature should always be surrounded by an adequate amount of
clear space The dashed outline surrounding the signature on this page indicates the minimum amount of clear space that must surround the signature in all applications No other element may be present within this space This includes type, illustrations, photos or the edge of the surface on which the signature is displayed Any exceptions require approval prior to use
x
x
x
x
12
Construction
The signature is always reproduced from approved reproduction artwork The signatures should never be
constructed or redrawn However, in certain approved circumstances, it may be necessary to recreate the signa-ture (e g , signs) In the event that construction is necessary and pre-approved, the following example shows the relative sizes and placement of signature com-ponents Placement is specified in units of “X ” X equals the height of the “O” in “Chocolate Covered” (see drawing below)
x xx
x
14.5x
15x
14.5x
13
As the signature becomes smaller, it also
becomes more difficult to read and recognize The mini-mum allowable size is shown below Less detailed types of reproduction (e g , newspapers or screen-printing) may require larger sizes
Minimum Size
smallest size[with text]
1.4 in
3 in
2.6 in
1.2 in
largest size
14
The following examples illustrate incorrect use of the signature These examples highlight common errors,
but do not include all possible mistakes Always use the signature as outlined throughout this manual
Misuses
15
Typography
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
1234567890 , : ; &
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
1234567890 . , : ; & Linotype Conrad : Bold
Avenir - 45 Book
Linotype Conrad : Light
Linotype Conrad : Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
1234567890 . , : ; &
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
1234567890 . , : ; &
16
The samples shown on these pages and throughout this manual are approximate matches for the
actual Chocolate Covered colors Do not use them for color proofing Use swatches specifically provided for color-matching purposes
The Chocolate Covered has developed a comprehensive color system to help establish a consistent look and feel across a broad range of implementation materials This color system consists of 6 separate color palettes Each of these palettes has been designed to reinforce specific emotive values associated with our products and services The 6 palettes are extremely flexible, and can be applied in a variety of ways to unify families of materials, such as brochures Try to use these suggested colors whenever possible
Color
17
All colors specified throughout this manual are referred to as Chocolate Covered colors Chocolate Covered
colors are always reproduced by matching approved color swatches supplied by the Design & Print Services Group Equivalent matches using other color-matching systems (e g , Pantone® and CMYK) are given in the chart opposite These equivalent specifications may need to be modified to adjust for production variations
pantone 18-5CC- 0 R- 255M- 20 C- 206Y- 65 B- 113K- 0
pantone 41-1CC- 30 R- 162M- 70 C- 90Y- 100 B- 40K- 15
pantone 55-1CC- 15 R- 158M- 75 C- 72Y- 100 B- 26K- 30
pantone 317-3CC- 50 R- 130M- 80 C- 73Y- 100 B- 44K- 15
pantone 324-1CC- 50 R- 56M- 80 C- 34Y- 100 B- 37K- 30
rich blackC- 60 R- 35M- 60 C- 31Y- 60 B- 32K- 100
Letterheads
Mailing Sticker
Envelope
Business Card
Stationery
20
Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed
8.5” X 11”Type: size 10pts/ 12pts font Avenir - 45 book & Linotype Conrad light
Alignment: justified
Stock: paper - Neenah Paper Ultimate color - Ultimate White finish - Wove 25% cotton basis - 20lb
Letterhead – Template
May 25, 2010
93 Santa Marina StSan Francisco, CA 94109
4069 24th StreetSan Francisco, CA 94114
O 415.673.2460F 415.713.6038
chocolatecovered.com
21
Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed
8.5” X 11”Type: size 10pts/ 12pts font Avenir - 45 book & Linotype Conrad light
Alignment: justified
Stock: paper - Neenah Paper Ultimate white color - Ultimate White finish - Wove 25% cot-ton basis - 20lb
Letterhead – Corporate
Dear Ms. Silvia Braud,
The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt. Avenir [45 book], with 12 pt. leading. If avenir is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.
The right edge of the date is aligned with 1.8in and the top edge of the date is aligned with 1.74in. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter.
The body of the letter should not be deeper than 2.4 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 7.3 inches.
Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.
Sincerely
Janet Davidson
Consultant
May 25, 2010
93 Santa Marina StSan Francisco, CA 94109
4069 24th StreetSan Francisco, CA 94114
O 415.673.2460F 415.713.6038
chocolatecovered.com
22
Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed
8.5” X 11”Type: size 10pts/ 12pts font Avenir - 45 book & Linotype Conrad light
Alignment: justified
Stock: paper - Neenah Paper Ultimate white color - Ultimate White finish - Wove 25% cotton basis - 20lb
Letterhead – Board
Dear Ms. Silvia Braud,
The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt. Avenir [45 book], with 12 pt. leading. If avenir is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.
The right edge of the date is aligned with 1.8in and the top edge of the date is aligned with 1.74in. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter.
The body of the letter should not be deeper than 2.4 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 7.3 inches.
Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.
Sincerely
Janet Davidson
Consultant
May 25, 2010
93 Santa Marina StSan Francisco, CA 94109
4069 24th StreetSan Francisco, CA 94114
O 415.673.2460F 415.713.6038
CEOWhitey Barrand
PresidentDan Thomson
Vice PresidentBrooke Azar
Secretary Susan Pitt
chocolatecovered.com
23
Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed
8.5” X 11”Type: size 10pts/ 12pts font Avenir - 45 book & Linotype Conrad light
Alignment: justified
Stock: paper - Neenah Paper Ultimate white color - Ultimate White finish - Wove 25% cotton basis - 20lb
Letterhead – 2nd page
2
The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt. Avenir [45 book], with 12 pt. leading. If avenir is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.
The right edge of the date is aligned with 1.8in and the top edge of the date is aligned with 1.74in. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter.
The body of the letter should not be deeper than 2.4 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 7.3 inches,
Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.
Sincerely
Janet Davidson
Consultant
js: tbcc: Janet Davidson
chocolatecovered.com
24
Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed
4” X 5”Type: size - 12 font - Linotype Conrad
Alignment: left and right
Stock: paper - Neenah paper Classic Crest Preasure Sensitive Label color - solar white basis 70lb (weight )
Mailing Label
4069 24th StreetSan Francisco, CA 94114
To: Mr. Stephen Johnson 327 River Valley Road Katy, TX 77450
25
Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed
9.5” X 4.125”Type: size - 13pt/6pt & 9pt/9pt font - Linotype Conrad & Avenier
Alignment: left & center
Stock paper Neenah paper No 10 commercial Flap color - Ultimate White finish - wove basis XXlb (weight )
Envelope
chocolatecovered.com
4069 24th StreetSan Francisco, CA 94114
Mr. Ben Scott 2460 24th Street San Francisco, CA 94114
26
Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed
2” X 3.5”Type: size - 8pt/ 10pt font Avenier & Linotype Conrad
Alignment: left
Stock: paper - Neenah Paper color - solar white finish - wove classic cotton basis - 88lb
Business Cards
chocolatecovered.com
OwnerSteve Sully
stevesully@mac com
O 415 235 5601C 415 941 2460F 415 559 6058
4069 24th StreetSan Francisco, CA 94114
27
External
Ad
Gift box
Mug
Applications
30
Applications
Gift Box
Mug
31
Post card
Bring your VALENTINE a box of our sweetest chocolates.