SWEET STACK Graphic Standard
TABLE OF CONTENTS Introduction
1
Logo Design Guidelines
2
Business System
8
Marketing Applications
13
Promotional Applications
17
Contact Us
23
INTRODUCTION SweetStack’s delicious candies are bite-sized, gummy treats that are easy to chew and share with others. This graphic standard serves as a guide for branding purposes for the SweetStack product. The application of this standard should not be modified in any other format than what is listed here.
1
LOGO DESIGN GUIDELINES SweetStack’s logo adheres to specific regulations revolving around typography, color palette, and dimensions. Do not tamper with any of these properties.
2
Typography The SweetStack brand consists of two typefaces, Quicksand and Verdana. Quicksand serves as a pleasant display font, utilized for the logo. Its rounded, sans-serif makeup complements the roundedness of the candies. Verdana was used for the business system and other important pieces of content.
Quicksand Regular
Quicksand Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
Verdana Regular
Verdana Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() Logo Design Guidelines | 3
Color Palette SweetStack’s color palette draws inspiration from the different flavored candies (orange, watermelon, cherry, strawberry, and green apple). They are bright and inviting colors that complement the rich blue color of the logo’s type.
PANTONE 2728 C CMYK 87, 70, 0, 0 RGB 53, 92, 170 HEX #355caa
PANTONE 186 C CMYK 18, 98, 79, 8 RGB 189, 38, 59 HEX #bd253a
PANTONE 1665 C CMYK 0, 67, 99, 0 RGB 244, 117, 34 HEX #f37522
PANTONE 178 C CMYK 0, 63, 55, 0 RGB 244, 126, 107 HEX #f37e6a
PANTONE RED 032 C CMYK 6, 86, 85, 0 RGB 227, 75, 57 HEX #e24b38
PANTONE 375 C CMYK 31, 1, 74, 0 RGB 185, 213, 109 HEX #b8d46c
Logo Design Guidelines | 4
Logo Dimensions The dimensions of the SweetStack logo are represented by a factor of “x” (inches). The logo’s width is approximately twice as large as the height.
2x
x
SWEET STACK Logo Design Guidelines | 5
Acceptable Logo Variations Color (horizontal)
SWEETSTACK White background, blue copy
SWEETSTACK Blue background, white copy Logo Design Guidelines | 6
Color & Grayscale (vertical)
SWEET STACK SWEET STACK
Unacceptable Logo Variations SWEET STAC K DO NOT alter the logo’s dimensions.
SW EE T STAC K DO NOT alter the logo’s typography.
SWEET STACK DO NOT alter the logo’s colors.
SWEET STACK DO NOT rotate the logo.
Sweet STAC DO NOT add or remove words/letters.
Logo Design Guidelines | 7
BUSINESS SYSTEM The business system of SweetStack is a cohesive unit that enables this company to conduct professional business with consumers, companies, and other types of entities. The complete system includes a letterhead, business card, and #10 envelope.
8
Business Card The typeface used for the front side of the business card is Verdana; a bold weight is used for the “Business Hours” line and the CEO/Founder name. The font size for all copy below the CEO’s name is 5pt, whereas the CEO’s name and position directly below is 7pt.
3.5” 0.58”
0.58”
0.23”
SWEET STACK 2”
Anwana Ntofon CEO & Founder
1.64”
Business Hours (PST/PDT) Monday-Friday, 8am-5pm Saturday, 9am-3pm
(408) 999-9999
289 Juniper Road San Jose, CA 95008
sweetstack@gmail.com
0.21”
1.1”
0.18”
3.1”
SWEETSTACK.COM 0.61”
0.32”
0.2”
2.33”
Business System | 9
Letterhead 8.5”
0.95”
0.2”
0.89”
0.28”
SWEET STACK
289 Juniper Road San Jose, CA 95008
sweetstack@gmail.com (408) 999-9999
1.1” June 7, 2017
Dear Ms. Davis,
The letterhead comprises of a clean, minimalistic design. SweetStack’s persona resides at the bottom of the page, as shown by the trail of candies. These candies also span the width of the copy, for added cohesion. The contact and address info is placed in the top right-hand corner of the letterhead for quick identification.
At SweetStack, we create the most popular and flavorful candies in the country. Our product consists of a variety of flavors and patterns, appealing especially to younger audiences. The “stack” in SweetStack represents our desire for growth and change. This complements the “sweet”, which is the good and service we plan to output to the world. SweetStack’s delicious candy are circular-shaped, bite-sized treats that are easy to chew and share with friends/family. We appreciate your support and resources you spend in purchasing our product; you made us who we are today. We will continue to make the world a better place by providing joy and tasty treats to those who wish to enjoy them. A very big thank you from all of us here at SweetStack: Stay sweet and keep stacking!
11”
Sincerely,
Anwana Ntofon SweetStack CEO & Founder
3.4”
0.24” 1.21”
6.1”
Business System | 10
#10 Envelope 9.5”
0.21”
SWEET STACK
PLACE STAMP HERE
289 Juniper Road San Jose, CA 95008
4.125”
Lorem Ipsum 323 Peachy Avenue Mountain View, CA 94042
0.8”
1.4”
0.9”
The #10 envelope consists of the logo and sender’s address in the top left corner. The recipient’s name and address is located in the center of the envelope (front). The flap on the back of the envelope illustrates the SweetStack brand by the use of the row of candies, similar to the back of the business card.
0.2”
0.33”
Business System | 11
Final Layout NOTE: SWEET STACK
289 Juniper Road San Jose, CA 95008
Original dimensions listed below, scaled down with proportions intact.
sweetstack@gmail.com (408) 999-9999
June 7, 2017
Dear Ms. Davis,
SWEET STACK
SWEETSTACK.COM
Anwana Ntofon CEO & Founder
Business Hours (PST/PDT) Monday-Friday, 8am-5pm Saturday, 9am-3pm
(408) 999-9999
289 Juniper Road San Jose, CA 95008
sweetstack@gmail.com
At SweetStack, we create the most popular and flavorful candies in the country. Our product consists of a variety of flavors and patterns, appealing especially to younger audiences. The “stack” in SweetStack represents our desire for growth and change. This complements the “sweet”, which is the good and service we plan to output to the world.
3.5” X 2”
SweetStack’s delicious candy are circular-shaped, bite-sized treats that are easy to chew and share with friends/family. We appreciate your support and resources you spend in purchasing our product; you made us who we are today. We will continue to make the world a better place by providing joy and tasty treats to those who wish to enjoy them. A very big thank you from all of us here at SweetStack: Stay sweet and keep stacking! Sincerely,
Anwana Ntofon SweetStack CEO & Founder
SWEET STACK
PLACE STAMP HERE
289 Juniper Road San Jose, CA 95008
Lorem Ipsum 323 Peachy Avenue Mountain View, CA 94042
8.5” X 11”
Business System | 12
9.5” X 4.125”
MARKETING APPLICATIONS SweetStack’s marketing system empowers the brand in terms of a virtual and physical presence. This is acheived by means of vehicles, bus stops, and a website.
13
Advertising
Marketing Applications | 14
Transportation
Marketing Applications | 15
Website
Marketing Applications | 16
PROMOTIONAL APPLICATIONS Currently, SweetStack’s promotional materials include apparel (i.e. t-shirts) and bags. These serve as an extension of the product and aim to provide exposure and establish a real-world presence.
17
Apparel
Promotional Applications | 18
Promotional Applications | 19
Promotional Applications | 20
Bags
Promotional Applications | 21
Promotional Applications | 22
CONTACT US 289 Juniper Road San Jose, CA 95008 (408) 999-9999 sweetstack.com sweetstack@gmail.com
23
Anwana Ntofon | DES 116 | Summer 2017