Minute Men New England style microwave breakfast
Style Guide
Introduction Minute Men New England style microwave breakfast has a mission, and that is to bring the best tasting breakfasts home to the consumer for ease of use and comfort. We mean to bring the gourmet, home cooked meal straight from the B&B to you. Our top chefs compose every meal and the ingredients are purchased from local merchants to insure the freshest and best tasting quality. We pride ourselves on being an all-organic company, which insures that no chemicals are used during the growing or the processing of our food products. It is very important to us that we uphold our strict brand standards so that we know that our message is clear. We have specific needs regarding print and web material and we intend to be very clear with what those needs are.
Voice and Tone Imagine a beautiful bed and breakfast on the New England countryside. The customer wakes up in a soft and comfortable bed feeling refreshed and hungry. There is an inviting table with warm smells, colorful food, all prepared and ready to consume. All of the ingredients are fresh and organic with the amazing scent and flavor. The Minute Men brand needs to convey to the customer a feeling of being warmed and energized with a nutritious meal before the activities of the day begin. The tone of the ad campaign incorporates words such as
calming, comforting, warm, inviting, and nutritious.
Logo versions These are the approved versions of the logo without the text below them. The full color logo is the prefered version for most applications however, if cost is ever an issue the black and white, outlined or grayscale version can be employed. These can also be used for letterheads and other colorless applications.
1.
Full Color
2.
Minute Men
Minute Men 3.
Outline
Minute Men
Black and White
5.
Grayscale
Logo with text The rules for the logo with the text are the same as the rules for the logos without.
6. Full Color With Text
4. Black White With Text
Minute Men
Minute Men
New England Style Microwave Breakfast
New England Style Microwave Breakfast
Logo Dont’s 1. Do not skew the lettering within
the logo in anyway
2. Do not change the colors in
anyway
3. Do not alter the sizing othe the
text or the stars within the logo
e t u n i M en M
Minute Men Minute
Men 4. Do not change the colors of the
background
Minute Men
M
M Minute Men
M
M
M Minute Men
M M
M
M
New England Style Microwave Breakfast
The x height for the clearspace is equal to half of the height of the capitol letter M in the little lord fontleroy nf type face. As for the variation of the logo with the text below, the text should be half of the m height from the bottom and the clear space should be half of the m height below the text block.
1.
RGB: 232 73 52 CMYK: 3 87 88 1 Pantone: 7417 C
2.
RGB: 50 80 167 CMYK: 90 78 0 0 Pantone: 7455 C
3.
RGB: 255 238 214 CMYK: 0 6 15 0 Pantone: 7506 C
4.
RGB: 154 148 52 CMYK: 42 31 100 6 Pantone: 7746 C
5.
RGB: 87 18 52 CMYK: 48 96 52 51 Pantone: 690 C
The colors that I have chosen are meant to set a tone of country americana which goes with the theme of Minute Men New England Style Microwave dinners. Any color choices for web design or print design should be withing these five colors. Any other colors, such as within a photo, should coordinate with the color scheme. No clashing colors or bright colors should be used as an accent. Any bright colors would simply ruin the calming effect that the current color choices offer.
Photography Examples In the Minutemen photography examples, perfectly placed foods are used to demonstrate an expertly prepared product that excites the pallet and creates the desire for fulfillment. The images create a physical and emotional need to satisfy the perceived hunger. Whether it’s in a commercial, on television or in print, these mouth-watering images help sell the product. Along with showing the quality of the food, the setting provides an overall feel that recreates the comforting and warm feel of a bed and breakfast to further enforce brand image.