Brand Identity Guidelines: Molly Moon’s Homemade Ice Cream
By: Allyson Saavedra
Table Of Content
Brand Story Logo & Typography
2-3
4-7
Color Palette
8 - 10
Voice & Imagery
11 - 14
Brand Story
Page 03
Molly Moon’s Homemade Ice Cream Hello, this is Molly Moon’s Homemade Ice Cream. This company was open by Molly Moon Nesital in 2008. Molly’s goal was create an Ice Cream bussiness with an atmostphere that makes people feel welcome and bright place that they could come over.. Molly Moon have always believe that anyone can enjot the taste of ice cream. To her, age is not deal breaker to not wanting not eat some tasteful ice cream. The idea of eating ice cream was meant to bring happiness to many people who consumes then.
Logo & Typography
Page 05
Logo The logo for the Molly Moon’s company is created with a cone that ends with to sharp ends that is pointed upwards, so the viewer’s eyes would look up. In the middle of the cone will be a dog print, that will represent Molly Moon’s dog. Above the the cone there be a shape of a bracket that will be symbolize cone ending/close of the cone. On top of all of it, there be spiral shape that has one loop. It will be the scoop of ice cream. The goal of the logo was to created into simple shapes that the viewer’s can decipher on their own, along with the logo will support the text that its applied to it. The
Molly
Moon’s
first placement of the text, the ones by the scoop, are line up with the sharp end points of the bracket. The second part of the text, at
H
om
em
r ade Ice C
ea
m
the bottom part of the logo, is line up in the middle of the dog paw print. Also, the text is long enouh that the ends will line up with the text above.
Page 06
Typography Pattaya
Regular 400
A B C D E FG HIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz  ČĐÊÔŠŽ âčđêôšž 123456789
Oleo Script
Regular 400
AB CD E F GHIJ KLMNOP QRS TUV WXYZ abcdefghijklmnopqrstuvwxyz 12 3 45 67890 Bold 700
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123 4567890
Page 07
Fonts Information For text the - Molly Moon’s - have been use an Pattaya font style applied to it. Since, the company wants to make guests feel welcome at their stores, the font has a style the is a bit slated that allows it to have a feeling of a smooth flow and it has a bit of cursive in it. The second part of the text - Homemade Ice Cream - was use a font called Oleo Script. This font is similar to Pattaya with its slated font style however Oleo Script has less of cursive style. Since, the font has less of cursive style it allows the portion of text flow and not have same or overwhelming the logo and its easy on the viewer’s eyes.
Color Palette
Page 09
Pantone:
CYMK:
Hex:
C: 42.54 % 2905 U / 2905 C
Y: 7.38 %
#8AC8ED
M: 0.16 % K: 0 %
Pantone:
CYMK:
Hex:
C: 91.6 % ------ U / 7685 C
Y: 82.23 %
#354B9D
M: 1.79 % K: 0 %
Pantone:
CYMK:
Hex:
C: 0 % 192 U / 184 C
Y: 83.13 %
#F0536B
M: 44.61 % K: 0 %
Pantone:
CYMK:
Hex:
C: 12.05 % 1797 U / 173 C
Y: 84.07 % M: 99.91 % K: 2.16 %
#D34D27
Page 10
Color Palette The colors that were used in the logo are put together to create to catch the viewer’s attention. The color pink was to represent Molly Moon’s ice cream flavor, strawberry. The color was vibrant enough that it will not hurt the viewer's eyes. It was meant to most important part of the logo because the cone and dog paw print comes afterwards, due to being the color black. That shows the cone is stable point of the logo, that anchors it down. The dark blue color was meant to place as second of importance in the logo. This color was to help stand out against the cone without outshining the scoop (spiral). The light blue color is use for background of an advertisement or the circles that helps bring attention to text. The red color could be use for the text color in a advertisement to help capture the viewer’s eyes.
Voice & Imagery
Page 12
Do’s - Have the logo on a white back ground
Do Not - Don’t put it in angle
- Only white background color
- Don’t stretch the logo
- Look for a good color contrast
Page 13
Voice Molly Moon’s homemade ice cream have their doors open to anyone who desire to buy some ice cream. The voice mostly comes within the colors that helps pass down the idea on viewer’s eyes. By, the color range, The company wants everyone to be able buy ice cream in their stores. Using, color to portray the emotions of the viewer’s eye.
Page 14 Line up with raindrop
Line up with raindrop
Line up text with edge of the ice cream
Line up with raindrop
Line up handle to the logo
Line up with raindrop
Line up with raindrop
Line up with raindrop
Line up with raindrop
Line up handle to the logo
Line up with raindrop