AWESOME ICE CREAM
BRAND GUIDELINES
AWESOME ICE CREAM
WHAT MAKES US
DIFFERENT? scale with quality & integrity innovation / domination of novelty niche unique marketing strategy ( trucks & partnerships) brand positioning / story ( architecture + food) our award winning packaging designed by CEO
Target Audience
AWESOME ICE CREAM
WHO WANTS IT? ( Target audience )
MILLENIALS ( 60 / 40 FEMALE TO MALE ) QUALITY-FOCUSED Consumers CULTURALLY CONSCIOUS VERY ACTIVE ON SOCIAL MEDIA ADVENTURE-SEEKING
Location
AWESOME ICE CREAM
where are we? Grocery 4,000+ stores in every us state, Asia, Mid-east RETAILERS INCLUDE: WHOLE FOODS, KROGER, SAFEWAY, TARGET, WALMART, EARTH FARE, WINN-DIXIE, JEWEL OSCO, THE FRESH MARKET AND MORE... VERY ACTIVE ON SOCIAL MEDIA ADVENTURE-SEEKING
AWESOME ICE CREAM
Whole Foods Playa Vista
Our Products
AWESOME ICE CREAM
HAND-DIPPED BARS
CHOCOLATE HAZELNUT IN SALTED CHOCOLATE & ALMONDS
COFFEE ICE CREAM IN SALTED CHOCOLATE & CRUSHED CHOCOLATE COOKIES
TAHITIAN VANILLA BEAN IN SALTED CARAMEL & CRUSHED PRETZELS
OUR HANDMADE SAMMIES NEW FLAVOR
DOUBLE CHOCOLATE COOKIES & CREAM
DOUBLE CHOCOLATE & DIRTY MINT CHIP
SNICKERDOODLE & SALTED CARAMEL
DOUBLE CHOCOLATE & PEANUT BUTTER
NEW FLAVOR
SNICKERDOODLE + strawberry NEW FLAVORS
SNICKERDOODLE + CHOCOLATE CHIP & SALTED CHOCOLATE
CHOCOLATE CHIP & TAHITIAN VANILLA BEAN
OUR HAND-PACKED PINTS
sundae funday campfire s’mores dirty mint chip chocolate molten cake salted caramel bananas foster balsamic fig & mascarpone
AWESOME ICE CREAM
BRAND ELEMENTS gradients pink > Blue sammie slant drips architecture saturated colors primary colors coolhaus pink c=2 M=98 Y=0 k=0 Black c=2 M=98 Y=0 k=0 secondary color : coolhaus Blue c=68 M=0 Y=7 k=0
Brand vibes - playful - colorful - trendy - clean - young - adventurous - real -millennial
AWESOME ICE CREAM
Current Logo Inconsistency
AWESOME ICE CREAM
AWESOME ICE CREAM
All Logo Options
Typography
AWESOME ICE CREAM
Primary logo font: jellybean Tag line font: Lulo One Bold ABCDEFGHIJKLMNOPQRSTUVwxyz 0123456789
AWESOME ICE CREAM
leading: -75
TM Font: Helvetica Neue Bold
Leading: 0
AWESOME ICE CREAM
Logo Dimensions and Protective Area
x y
y
x
Protective area
Primary Logo
AWESOME ICE CREAM
AWESOME ICE CREAM C=2 M=98 Y=0 K=0
C=0 M=0 Y=0 K=100
Primary Logo on Black
AWESOME AW ESOME ICE ICECREAM CREA M
C=2 M=98 Y=0 K=0
C=0 M=0 Y=0 K=0
Primary Logo Applications
AWESOME ICE CREAM
The primary logo should be used in most applications. Exceptions include: color printing restrictions and logo placement on pink or translucent backgrounds. The Primary logo should appear on: -
Products Apparel Website Social Media
AWESOME ICE CREAM (Black and Pink logo)
(white and Pink logo)
Should appear on: - Anything with a white or light colored background
Should appear on: - Anything with a black or dark colored background
Black and White Logo
AWESOME ICE CREAM
C=0 M=0 Y=0 K=100
AWESOME ICE CREAM
B+W Logo Applications
The black and white logo should be used when there are color printing restrictions
The black and white logo should appear on: - sticks - sample - Bars
White Logo
AWESOME ICE CREAM
C=0 M=0 Y=0 K=0
* all white logo may be used when printing on a translucent surface, such as a glass window, for better legibility.
AWESOME ICE CREAM
Incorrect Logos
AWESOME ICE CREAM
Incorrect Logos
AWESOME ICE CREAM
• • • • • • • • • • • • • •
Do Do Do Do Do Do Do Do Do Do Do Do Do Do
not not not not not not not not not not not not not not
Do’s and Don’ts
alter the color skew, shear or stretch remove any elements run text over the logo apply effects to the logo alter the hierarchy rearrange or stack the logo change the scale or ratio of the elements place more than one logo per layout add graphics or words to the logo alter or inverse the coloration rotate, angle or pivot alter the appearance of the logos. outline