Our look.
Hello there.
Lickity Split strives to create and maintain an environment that combines the social, nostalgic, and comforting aspects of ice cream with the intrigue and color of modern street art and the energy and life in sketeboarding culture. We foster an environment that encourages free living and daring minds through various combinations, forms, and flavors of ice cream. We approach every challenge with thought, energy, enthusiasm, and excitement—all in lickity split!
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This is a guide to the basic elements and uses of Lickity Split and its logo. Have a read and get to know us.
04 Our logo
10 Our typeface
14 Our colors
16 Our culture
18 Our packaging
22 Our merchandise
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Our logo is a valuable asset; it is our personality and our image. You wouldn’t like it if someone else tried to make you fit their preferences now, will you? Our logo is derived from a hand drawn design that does not follow perfect symmetry or the use of primitive shapes; it is hand drawn art turned digital.
Print & Web.
This logo is to be used on all print material including advertisements, billboards, posters, flyers, and, more importantly, product packaging.
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For black and white publications (e.g. a newspaper), please use the following logos.
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Do’s and don’ts. Always look your best. Take a moment to think about how you apply our logo. We’re a very laid-back bunch and aren’t really strict, but here are some examples of the good, the bad, and the downright intolerable.
01. White space and neutrality
03. Do not use other colors
02. Use our colors
04. No busy backgrounds
There should always be enough white space around the logo to allow it to stand well on its own.
If a colored background is unavoidable, use a paler shade of Lickity Split’s colors. Try not to match the background with a color already existing in the logo itself.
Stay away from unflattering background colors. Stick to Lickity Split colors as often as you can.
Apply either a white stroke around the logo or a white circle behind the logo itself. We trust you to do right. The image itself should not be busy and cluttered (go for bokeh for ease).
05. Do not tilt the logo
Never make someone turn their heads or break their necks when observing the logo.
06. No special effects
There is no need for any special enhancement effects (that fail to do any enhancing at all). Leave it as is.
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05 The only time the logo can be tilted is when it is used on the ice cream cone wrapping; that itself does not require our brand name, only the symbol.
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This should be illegal. We should not have to tell you to avoid this.
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Our logo cannot fight back, but we suggest you follow the rules if you value your money (we’ll sue you).
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Our typeface. Print. Rockwell
Rockwell is a modern typeface that has personality. It is trendy, playful, and not a polished and pretentious typeface. Use Rockwell whenever possible.
Rockwell Bold
Rockwell also comes in bold form. Use the bold version for headlines and emphasis on text. Use sparingly.
Aa Aa
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (!@#$%^&*.,;:[ ]{ }+=_) 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (!@#$%^&*.,;:[ ]{ }+=_) 0123456789
Body (11pt - 12pt) HEX #000000 HEX #FFFFFF (on a dark background)
Headlines (18pt) HEX #000000 HEX #FFFFFF (on a dark background)
Our typeface. Online. Arial
Body (11pt - 12pt) HEX #000000 HEX #FFFFFF (on a dark background)
Arial Bold
Headlines (18pt) HEX #000000 HEX #FFFFFF (on a dark background)
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (!@#$%^&*.,;:[ ]{ }+=_) 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (!@#$%^&*.,;:[ ]{ }+=_) 0123456789
Note: Rockwell and Arial are our main typefaces to be used. Rockwell can serve as headline text and Arial can serve as body text. However, it cannot be the other way around.
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When writing about us in text, be sure to do it right. Lickity Split is made up of two words - both of equal size - with a capital L and S. Do not lump the two together as one word and do not separate the two onto different lines either.
Lickity Split LickitySplit Like this.
Not stuck together as one word.
lickity split Not in lowercase letters.
lickity Not on two separate lines.
split
Note: This applies to articles or bodies of text where our name is used in areas that would be down right silly to slap on our logo.
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Logo. Check. Type. Check. Ready for more?
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Our colors are vibrant yet subdued. Other than our unconventional standard black, they are loud, colorful, crisp, and clear - not another pastel princess parlor.
CMYK 89/83/78/100 RGB 0/0/0 HEX #000000
CMYK 0/0/0/0 RGB 255/255/255 HEX #FFFFFF
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These are the primary colors of our text, which vary depending on the background in which the text will appear on. Lighter colors call for black and darker colors will call for white.
These are the main colors of our logo; headlines and text emphases can follow these color settings.
CMYK 57/0/18/0 RGB 93/200/212
CMYK 2/43/38/0 RGB 241/162/143
CMYK 24/55/0/0 RGB 192/133/186
CMYK 33/0/86/0 RGB 182/213/83
CMYK 4/88/94/0 RGB 230/70/44
The following colors can only appear as background colors where the logo can be placed on while retaining visibility.
Tint 75% 50% 25%
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Our culture.
Lickity Split is highly influenced by urban skateboarding culture and street art. We’re all about free living and taking risks (all with ice cream!). Please refrain from putting our logo on images that do not embody or reflect what we’re about (e.g. no princess tea parties). 16
We are not the following.
Oh dear.
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Our packaging. Cups, spoons, and cones are standard, but does that mean they have to be typical in color? Nope.
Since the logo is placed on a dark background, there is white stroke to help the logo continue to stand out. Notice that there is a comfotable amount of room around the logo; it is not too big not is it too small.
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This is too large and “inyour-face.�
The logo here is much too small. This is a rather mean thing to do.
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The only time the logo should not be in its original colored form is when it is placed on the wooden spoons. The logo is to be embedded into the spoon on a spot that will not be covered when held in one’s hand.
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We have a peculiar translucent wrap that goes around our ice cream cones; our logo will not have its name, but will have its symbol.
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Our merchandise.
Unisex baseball tees are both casual and cool.
Stickers for the kids, stickers for the adults.
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Before you go! When in doubt, refer back to this manual. All we ask is to show some love and respect for our brand and to put all your creative superpowers into what you can do with our guidelines as your fellow sidekick. Save the world. Make us proud.
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Samantha Lee
ART 3055 - Branding K.C. Witherell