Visual identity
contents
LOGO design
Stationery design
Miscellaneous
Symbol
6
Symbol Construction
14
3D Symbol
15
Logotype
16
Typography
18
Corporate Colours
20
Logo
22
Business Cards
32
Business Letters
35
Envelopes
39
Folders
43
Stamp and Seal
46
Stickers/Labels
49
Paper Bags
58
Tote Bags
59
Scratch Pads / Notes
60
Mugs
61
Package Design
WEBSITE
Imprint
Aprons
62
Dishcloth
63
Transport Boxes
64
Gift Boxes
65
Outdoor Sign
66
Recipe Book
68
Horgoš Pepper
73
Food Seasonings
76
Teas
78
Puddings
84
Spices
85
Homepage
90
Inner pages
91 94
LOGO design
06 / LOGO DESIGN
Symbol
Company Vitamin from Horgoš is the renowned manufacturer
in, which contains all aromatic and colour properties as Horgoš
of the famous Horgoš pepper. A tradition long over 230 years
pepper.
is built into the production, after which the name of a northern Bačka village became the synonym for the best pepper.
In a process of creating the visual identity, I’ve tried to maintain stylized and minimal approach which I considered important in
The company’s product range includes more than one hun-
creating and highlighting traditional tone that company nur-
dred types of products – ground red pepper, food seasonings,
tures. Combination of uppercase cursive letter V and stylized
teas, powder desserts and many others. In addition, the fac-
pepper, which is the primary product of the company, creates a
tory is equipped for drying and processing of pepper, spices and
dynamic and elegant form.
herbs. The most popular product of the factory is spicy pepper. It is made in various forms – sweet, spicy, minced or pounded. Another product of the “family” is the pepper oil extract – oleores-
07 / LOGO DESIGN
08 / LOGO DESIGN
Symbol
09 / LOGO DESIGN
Symbol
10 / LOGO DESIGN
Symbol
11 / LOGO DESIGN
Symbol
12 / LOGO DESIGN
Symbol
13 / LOGO DESIGN
Symbol
14 / LOGO DESIGN
Symbol Construction
15 / LOGO DESIGN
3D Symbol
16 / LOGO DESIGN
LOGOTYPE
The logotype consists of merged name and location of the company, which are visually separated with different type weights. The primary typeface, used for the logotype, is Livory (Hannes von Döhren & Livius Dietzel, 2009), serif typeface in both Regular and Bold version. Logotype itself is associated with tradition, the font was created under the influence of French renaissance Antiqua (XVI century). “Organic” look, soft corners and serifs give the impression of “hand-manufacture”, which best describes the nature of the company. The secondary typeface, which is used for stationery design and other supporting documentation, is Geogrotesque (Eduardo Manso, 2008). Although quite geometric, this sans serif rounded typeface is mostly used for body text, and its appearance contributes to the identity “upgrade”.
17 / LOGO DESIGN
Logotype
18 / LOGO DESIGN
Typography
19 / LOGO DESIGN
Typography
20 / LOGO DESIGN
CORPORATE COLOURS
In the colourfully reduced visual identity, the main accent is red symbol. This way the sign becomes dominant and strong.
22 / LOGO DESIGN
logo
Both trademark and logotype can be used separately, considering the distinctive typography and recognizable form. When used together (as a whole), they must be vertically aligned - the sign should sit on top of the logo.
24 / LOGO DESIGN
Logo
25 / LOGO DESIGN
Logo
26 / LOGO DESIGN
Logo
27 / LOGO DESIGN
Logo
28 / LOGO DESIGN
Logo
29 / LOGO DESIGN
Logo
stationery design
32 / STATIONERY DESIGN
Business cards
33 / STATIONERY DESIGN
Business Cards
34 / STATIONERY DESIGN
Business Cards
35 / STATIONERY DESIGN
Business letters
36 / STATIONERY DESIGN
Business Letters
37 / STATIONERY DESIGN
Business Letters
39 / STATIONERY DESIGN
envelopes
40 / STATIONERY DESIGN
American Envelopes
41 / STATIONERY DESIGN
American Envelopes
42 / STATIONERY DESIGN
A4 Envelopes
43 / STATIONERY DESIGN
Folders
44 / STATIONERY DESIGN
Folders
45 / STATIONERY DESIGN
Folders
46 / STATIONERY DESIGN
stamp and seal
47 / STATIONERY DESIGN
Stamp
48 / STATIONERY DESIGN
Seal
49 / STATIONERY DESIGN
Stickers/labels
50 / STATIONERY DESIGN
Duct tape
52 / STATIONERY DESIGN
Group view
53 / STATIONERY DESIGN
Group view
miscellaneous
58 / MISCELLANEOUS
Bags
59 / MISCELLANEOUS
Tote Bags
60 / MISCELLANEOUS
Scratch Pads / Notes
61 / MISCELLANEOUS
Mugs
62 / MISCELLANEOUS
Aprons
63 / MISCELLANEOUS
Dishcloth
64 / MISCELLANEOUS
Transport Boxes
65 / MISCELLANEOUS
Gift Boxes
67 / MISCELLANEOUS
Outdoor Sign
68 / MISCELLANEOUS
Recipe book
69 / MISCELLANEOUS
Recipe book
package design
72 / PACKAGE DESIGN
An integral part of the Vitamin visual identity are products packages, as the most representative and the most accessible insight of the company works on the market. Packages vary in form, depending on the product, but form a single visual unit. Besides that, package design plays a big commercial role and improves product sales, which is why the package design is one of its most important features (often more important than the content).
73 / PACKAGE DESIGN
Horgoš pepper
74 / PACKAGE DESIGN
Horgošk pepper
Horgoš sweet pepper
Horgoš spicy pepper
Horgoš minced pepper
75 / PACKAGE DESIGN
Horgošk pepper
76 / PACKAGE DESIGN
Food seasonings
From left to right: Pizza topping (tomato sauce with vegetables) Alas (fish soup supplement) Spaghetti sauce (tomato sauce with vegetables)
77 / PACKAGE DESIGN
Food seasonings
From left to right: Sarma (cabbage rolls) and stuffed peppers supplement Mixture for kebabs and burgers Horgoš seasoning (food supplement with vegetables)
78 / PACKAGE DESIGN
Teas / boxes
79 / PACKAGE DESIGN
Teas / boxes
80 / PACKAGE DESIGN
Teas / boxes
Fruit tea – Black currant
Herbal tea – Chamomile
Fruit tea – Strawberry
Herbal tea – Mint tea
Fruit tea – Cherry
Herbal tea – Hibiscus tea
81 / PACKAGE DESIGN
Teas / boxes
Herbal tea – Folk tea
Herbal tea – Rosehip tea
Herbal tea – Green tea
Herbal tea – Indian tea
82 / PACKAGE DESIGN
Teas / boxes
83 / PACKAGE DESIGN
Teas / boxes
84 / PACKAGE DESIGN
Puddings / bags
Pudding Strawberry
Pudding Rapsberry
Pudding Pineapple
Pudding Caramel
Pudding Chocolate
Pudding Cocoa
85 / PACKAGE DESIGN
Spices
86 / PACKAGE DESIGN
Spices
87 / PACKAGE DESIGN
Spices
Website
88 / WEBSITE
Home page
91 / WEBSITE
Inner pages
92 / WEBSITE
Inner pages
93 / WEBSITE
Inner pages
GRAPHIC STANDARDS BOOK - VITAMIN HORGOŠ
DESIGN AND LAYOUT: Tomislava Sekulić
MENTOR: Boško Ševo
PRINTING: Adverto, Novi Sad
June 2012. Novi Sad