Minute Man Style Guide
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Transcript of Minute Man Style Guide
Style G
uid
e2014M
inut
e M
an
Introduction/Brand OverviewCreative DevelopmentBrand LogoTypeface/Color PaletteTone/voiceImageryReferences
357
11131415
Tab
le o
f Co
nte
nts
Min
ute
Man
Introduction/Brand OverviewCreative DevelopmentBrand LogoTypeface/Color PaletteTone/voiceImageryReferences
357
11131415
Tab
le o
f Co
nte
nts
Min
ute
Man
Intro
du
ctio
n
Min
ute
Man
Bra
nd
Ove
rvie
w
Minute M
an
A good hearty breakfast that is quick and tasty, is what every Mom wants for her family. Imagine how excited she’ll be when she discovers Minute Man.
Minute Man is a microwave breakfast that captures the melting pot cuisine essence of the New
England region of the United States. Best of all, it’s ready in 60 seconds!
Intro
du
ctio
n
Min
ute
Man
Bra
nd
Ove
rvie
w
Minute M
anA good hearty breakfast that is quick and tasty, is what every Mom wants for her family. Imagine how excited she’ll be when she discovers Minute Man.
Minute Man is a microwave breakfast that captures the melting pot cuisine essence of the New
England region of the United States. Best of all, it’s ready in 60 seconds!
Mo
od
bo
ard
Min
ute
Man
Log
o D
eve
lop
me
nt M
inute Man
THIS IS A HEADER.
Styl
e: N
ew E
ngla
nd A
rchi
tect
ure
This is the slogan.This is body text.
Featured Breakfast:Johnnycakes with Maple Butter
New England-stylebreakfast in ONE minute?! I could get used to this!#638fa7
#7e3019
#5e8c6a
#f2
c359
During the creative development process, this mood board was chosen as the stepping stone for Minute Man. Therefore, this mood board is to be referred to often.
Through a series of sketches, the logo design was narrowed down to a few options. Item 26 pictured above was the driving force behind the logo that was actually chosen for Minute Man.
Mo
od
bo
ard
Min
ute
Man
Log
o D
eve
lop
me
nt M
inute Man
THIS IS A HEADER.
Styl
e: N
ew E
ngla
nd A
rchi
tect
ure
This is the slogan.This is body text.
Featured Breakfast:Johnnycakes with Maple Butter
New England-stylebreakfast in ONE minute?! I could get used to this!#638fa7
#7e3019
#5e8c6a
#f2
c359
During the creative development process, this mood board was chosen as the stepping stone for Minute Man. Therefore, this mood board is to be referred to often.
Through a series of sketches, the logo design was narrowed down to a few options. Item 26 pictured above was the driving force behind the logo that was actually chosen for Minute Man.
Log
o U
sag
e
Min
ute
Man The Minute Man logo can be used on all
paraphenalia for Minute Man. From investment meetings to baseball caps, the Minute Man logo can be used for anything that will promote the Minute Man brand.
Minu eMan
Minu eMan
Minu eMan
Minu eMan
New England Style Microwave Breakfast
Lobster Eggs Benedict
Ready in
60 Sec
on
ds
Example Package Design
Disposable Coffee Cup
Baseball Cap
Coffee Mug
Different than the typical horizontal microwave meals, Minute Man packages will be vertically designedwith a very simplistic look to stand out in the freezer section.
Log
o U
sag
e
Min
ute
Man The Minute Man logo can be used on all
paraphenalia for Minute Man. From investment meetings to baseball caps, the Minute Man logo can be used for anything that will promote the Minute Man brand.
Minu eMan
Minu eMan
Minu eMan
Minu eMan
New England Style Microwave Breakfast
Lobster Eggs Benedict
Ready in
60 Sec
on
ds
Example Package Design
Disposable Coffee Cup
Baseball Cap
Coffee Mug
Different than the typical horizontal microwave meals, Minute Man packages will be vertically designedwith a very simplistic look to stand out in the freezer section.
Minu
Full ColorM
M MeMan
Bran
d Lo
go
Min
ute
Man
Brand LogoThis logo serves as the primary source of identification for Minute Man. The Minute Man logo consists of a lighthouse on top of an anchor, which serves as the ‘t’ in Minute Man.
Logo Clear SpaceThe clear space ensures the impact and visibility of the Minute Man logo. There may be cases where the full recommended clear space is difficult to allow, your best judgment should prevail.
Logo Do’sThe following logo varations are acceptable:
Logo Don’tsThe Minute Man logo can NOT be used with any color outside of the provided
color palette.The following logo varations are NOT acceptable:
The Minute Man logo can be any size larger than 1.34 inches x 1.05 inches to
protect the legibility of the logo.
M
Minu
B&WM
M MeMan
M
Minu eMan Minu eMan Minu eMan Minu eMan
Minu eMan Minu eMan Minu eMan Minu eMan
Minu eMan Minu eMan Minu eMan Minu eMan
Log
o E
lem
ents
Thes
e el
emen
ts c
an b
e us
ed a
s st
and
alo
ne im
ages
for
des
ign
pur
po
ses
in c
onj
unct
ion
with
any
co
lor f
rom
the
co
lor
pal
ette
:
Minu eMan
1.34 in
1.05
in
Minu
Full ColorM
M MeMan
Bran
d Lo
go
Min
ute
Man
Brand LogoThis logo serves as the primary source of identification for Minute Man. The Minute Man logo consists of a lighthouse on top of an anchor, which serves as the ‘t’ in Minute Man.
Logo Clear SpaceThe clear space ensures the impact and visibility of the Minute Man logo. There may be cases where the full recommended clear space is difficult to allow, your best judgment should prevail.
Logo Do’sThe following logo varations are acceptable:
Logo Don’tsThe Minute Man logo can NOT be used with any color outside of the provided
color palette.The following logo varations are NOT acceptable:
The Minute Man logo can be any size larger than 1.34 inches x 1.05 inches to
protect the legibility of the logo.
M
Minu
B&WM
M MeMan
M
Minu eMan Minu eMan Minu eMan Minu eMan
Minu eMan Minu eMan Minu eMan Minu eMan
Minu eMan Minu eMan Minu eMan Minu eMan
Log
o E
lem
ents
Thes
e el
emen
ts c
an b
e us
ed a
s st
and
alo
ne im
ages
for
des
ign
pur
po
ses
in c
onj
unct
ion
with
any
co
lor f
rom
the
co
lor
pal
ette
:
Minu eMan
1.34 in
1.05
in
Type
fac
e
Min
ute
Man
Century GothicThe quick brown fox jumps over the lazy dog.
Minute Man’s typographic identity is visible across many applications. Type selections have been made that best represent the brand. The selected typefaces are:
Major headings, sub headings, and body text can use either typeface. The typeface may not be italicized, bolded, underlined, or altered in any way.
RGB: 94, 140, 106CMYK: 66, 28, 67, 8
Avenir LightThe quick brown fox jumps over the lazy dog.
Co
lor P
ale
tte
Minute M
an
RGB: 242, 195, 89CMYK: 5, 23, 76, 0
RGB: 99, 143, 167CMYK: 65, 34, 25, 1
RGB: 126, 48, 25CMYK: 31, 86, 100, 36
Type
fac
e
Min
ute
Man
Century GothicThe quick brown fox jumps over the lazy dog.
Minute Man’s typographic identity is visible across many applications. Type selections have been made that best represent the brand. The selected typefaces are:
Major headings, sub headings, and body text can use either typeface. The typeface may not be italicized, bolded, underlined, or altered in any way.
RGB: 94, 140, 106CMYK: 66, 28, 67, 8
Avenir LightThe quick brown fox jumps over the lazy dog.
Co
lor P
ale
tte
Minute M
anRGB: 242, 195, 89CMYK: 5, 23, 76, 0
RGB: 99, 143, 167CMYK: 65, 34, 25, 1
RGB: 126, 48, 25CMYK: 31, 86, 100, 36
Vo
ice
/Ton
e
Min
ute
Man
The voice of Minute Man is never to degrade or compare oursevles to another brand, it’s simply to present the idea of rich New England breakfast to our audience. Since Minute Man breakfast is family-oriented, the voice of any copy used for the campaign must be appropriate, engaging, and warm.
The imagery used for Minute Man is very simplistic. Aside from the brand mascot, Minute Mom, very
little imagery will be present through use of actual images. Text placement will make up the majority of
the imagery. The anchor aforementioned can be incorporated in design campaigns for Minute Man.
Ima
ge
ry
Minute M
an
Vo
ice
/Ton
e
Min
ute
Man
The voice of Minute Man is never to degrade or compare oursevles to another brand, it’s simply to present the idea of rich New England breakfast to our audience. Since Minute Man breakfast is family-oriented, the voice of any copy used for the campaign must be appropriate, engaging, and warm.
The imagery used for Minute Man is very simplistic. Aside from the brand mascot, Minute Mom, very
little imagery will be present through use of actual images. Text placement will make up the majority of
the imagery. The anchor aforementioned can be incorporated in design campaigns for Minute Man.
Ima
ge
ry
Minute M
an
Re
fere
nc
es
Min
ute
Man
Discover New England (2014). Quick Facts: New England USA | Discover New England. Retrieved from http://www.discovernewengland.org/ about-new-england-usa/new-england-usa-quick-facts/New England Living (2013). Breakfast Recipes Free Recipes New England Recipes Breakfast Recipes. Retrieved from http://www.newenglandrecipes.com/breakfast/