TABLE OF CONTENTS LOGOTYPES
BUSINESS SYSTEM
Primary Logo
4
Business Card
26
Secondary Mark
6
Letterhead
28
1-Color Logos
8
Envelope
30
LOGO USE
APPLICATIONS
Minimum Size
10
Packaging
32
Clear Space
12
Posters
34
Logo Misuses
14
Website
38
Merchandise
42
IDENTITY SYSTEM
2
Graphic Elements
16
Color
18
Typeface
20
INTRODUCTION Nightbite’s mission is to make delicious cookies with only the best ingredients, all the while maintaining the same high quality for SLO like we always have. We want Nightbite to be easily recognizable and become everyone’s go-to choice for a good time and a sweet treat. With this in mind, every brand choice should be deliberate and carefully planned out in order to achieve this goal. This manual is the most accurate reference for the proper way to represent Nightbite’s brand and communicate our message to our audience effectively. Current and future styles must reference this guide before releasing products under Nightbite’s name. Consistency across every application is paramount to the success of our brand.
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PRIMARY LOGO Nightbite’s logo is the face and foundation of the brand. In order to maintain a cohesive and consistent image, it is our policy to only use only Nightbite’s accepted logomark in the accepted colors that can be found on page 18. The primary logo consists of a centered, bitten cookie graphic that sits on top of Nightbite’s name and slogan. The logo is made up of only two colors: Golden Brown and Dark Chocolate. It’s best used when aligned to the center of the application. It is preferred that Nightbite’s primary, 2-color, logo be used over it’s secondary mark.
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SECONDARY MARK In certain applications, use of the secondary mark is more appropriate to use. The wordmark will only be used if the primary logo does not aptly fit in the space. This is usually the case when the logo needs to be tucked into a corner like the envelope on page 30. Its use should be determined by evaluating the intended audience and the medium. The wordmark is in the colors Golden Brown and Dark Chocolate.
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1-COLOR LOGOS As a single color alternative to Nightbite’s logo, Dark Chocolate and White versions or reversed versions of the mark can be used. For ultimate legibility, the reversed logo is best used if the backdrop it’s placed on is too busy or patterned. The Dark Chocolate and White logo is best used on a white or light colored background. While the Dark Chocolate and White logo is best used on a light colored background, it is preferred that it be placed on a white background. However, if a color must be used, it must be a solid color devoid of patterns.
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DARK CHOCOLATE AND WHITE
REVERSED
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MINIMUM SIZE The logo, secondary mark, and 1-color logo, at their smallest, can be 1.5 inches wide for print, or 90 pixels wide. The logos should never be any smaller or else they become hard to see, namely the tagline, which will lose legibility. The logo must be proportional to the application. The smaller the logo, the brighter the background it sits on should be to ensure the logo does not lose any of it’s detail or become muddy. In terms of scaling up, Nightbite’s logo can be scaled up to be as big as seems fit.
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1.5”
90 pixels
1.5”
90 pixels
1.5”
90 pixels
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CLEAR SPACE There should be a space kept around the logo at all times. This is to ensure that the logo is able to give maximum impact without having to fight any clutter. Nightbite’s logo needs to be seen easily and be at the forefront of all materials. The amount of space around the logo is determined by the height of the “N” in the Nightbite logo, which will change based on how big or small the logo is scaled.
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LOGO MISUSES As much as we encourage creativity, we request that you do not change our logo in any of the following ways: 1. Do not stretch the logo. 2. Do not condense the logo. 3. Do not warp the logo. 4. Do not add elements to the logo. 5. Do not change the logo’s design. This includes typefaces and arrangement of elements. 6. Do not use colors outside the accepted palettes. 7. Do not rotate the logo. 8. Do not add dropshadows or effects to the logo. 9. Do not put the logo against a busy background.
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1.
2.
3.
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GRAPHIC ELEMENTS Occassionally, graphic elements are used to provide variation to Nightbite’s brand. These graphic elements are only used when Nightbite’s logo or secondary mark are not as suitable for the context. This is especially true when it comes to specific Nightbite merchandise. Graphic Element 1 is the only graphic element allowed on the business system. It can not be changed in any way other than resized. Graphic Element 2 should only be used on application materials. Greater detail about proper handling of the graphic elements can be found on the next page.
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Graphic Element 1: May not be rotated or recolored. May be used to make a pattern, placed against a solid colored background or stand alone. You may use graphic element 1 on the business system, with moderation, as an alternative to the Nightbite logo or secondary mark.
Graphic Element 2: The graphics can be rotated, patterned, and recolored. The graphic element can only be placed against a solid colored background or stand alone. Graphic element 2 can not be used on any piece of the business system but it can be used on any of the applications.
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COLOR Nightbite’s official colors are the colors found in its logo: Golden Brown and Dark Chocolate. Nightbite’s primary color palette should be used whenever possible. Dark Chocolate should always be used for body text and Golden Brown should be used for big headlines, as can be seen in this manual. Headers should be in Golden Brown and body text should always be in Dark Chocolate. Tints and shades of the two colors are also acceptable options.
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Golden Brown C: 23% M: 51% Y: 100% K: 5% R: 191 G: 128 B: 15 Pantone: 131 U Hex: bf800f
Dark Chocolate C: 50% M: 66% Y: 92% K: 61% R: 72 G: 46 B: 2 Pantone: 4625 U Hex: 482e02
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TYPEFACE Nightbite’s primary typeface is Acumin Pro. This is the only typeface permitted to be used for any written materials. For mechandise, other typefaces may be used sparingly. Captions are to be typed in the thin weight in a point size between 12 and 15. Body text is to be typed in the regular weight in a point size between 10 and 14. For second subheads, they should be in the semibold weight in a point size between 12 and 20. First subheads should be between 12 and 20 points in bold. Second headers need to be created in black weight and between 20 and 30 points. First headers need to be in the ultra black weight and can be between 30 and 50 points.
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ACUMIN PRO Primary Family
Semibold | Subhead 2 A B C D E F G H IJ K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s tu v w x y z 1234567890
Thin | Caption 1
Bold | Subhead 1
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwx y z 12 34567890
A B CD E F G H IJ K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s tu vw x y z 1234567890
Light | Caption 2
Black | Header 2
A B C D E F G H IJ K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s tu v w x y z 1 23 4 5 6 7 8 9 0
ABCDEFGHIJKLMNOPQRSTUVWXY Z a b c d e f g h i j k l m n o p q r s tu v w x y z 1234567890
Regular | Body Text
Ultra Black | Header 1
A B C D E F G H IJ K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s tu v w x y z 1234567890
A B C D E F G H I J K L M N O P Q R ST U V W X Y Z a b c d e f g h i j k l m n o p q r st u v w x y z 1234567890
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TYPEFACE In general, the entire Acumin family is free for use. It is preferred to limit usage to Acumin Pro and Acumin Pro SemiCondensed. As of present, SemiCondensed is only used on Nightbite business cards, but it is permissable on other applications. Captions are to be typed in the thin weight in a point size between 12 and 15. Body text is to be typed in the regular weight in a point size between 10 and 14. Note that due to the smaller scale of the business cards, point sizes for the body may need to be reduced. For second subheads, they should be in the semibold weight in a point size between 12 and 20. First subheads should be between 12 and 20 points in bold. Second headers need to be created in black weight and between 20 and 30 points. First headers need to be in the ultra black weight and can be between 30 and 50 points. Since this family is more condensed, be sure to add adequate tracking between characters to prevent legibility issues.
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ACUMIN PRO SEMICONDENSED
Semibold | Subhead 2
Secondary Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s tu v w x y z 1234567890
Thin | Caption 1
Bold | Subhead 1
ABCDEFGHIJKLMNOPQRSTUVWXY Z abcdefghijklmnopqrstuvwx y z 1234567890
A B C D E F G H I J K L M N O P Q R ST U V W X Y Z abcdefghijklmnopqrstuvwxyz 1234567890
Light | Caption 2
Black | Header 2
A B C D E F G H I J K LM N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s tu v w x y z 1234567890
A B C D E F G H I J K L M N O P Q R ST U V W X Y Z abcdefghijklmnopqrstuvwx yz 1234567890
Regular | Body Text
Ultra Black | Header 1
ABCDEFGHIJKLMNOPQRSTUVWXY Z abcdefghijklmnopqrstuvwx yz 1234567890
A B C D E F G H I J K L M N O P Q R S T U V WX Y Z abcdefghijklmnopqrstuvw x yz 1234567890
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BUSINESS SYSTEM A clean, cohesive business system is vital to Nightbite’s official business. It is of utmost importance that we have a high level of professionalism reflected in our business cards, letterhead and envelopes. Each of the individual materials must have Nightbite’s logo in a highly visible spots.
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BUSINESS CARD Business cards are to be 3.5 inches tall by 2 inches wide. The front of the card should only have the Nightbite logo. The only graphic element on the back of the card should be the cookie from the primary logo and placed 0.25 inches from the bottom. The name on the business card is to be typed out at 21 point size in Acumin Pro Condensed Black in the Dark Chocolate color. Beneath the name should go the person’s title in Golden Brown, 12 point font in Acumin Pro Condensed Bold. The individual’s contact info should be in 8 point font, using Acumin Pro SemiCondensed Regular. Nightbite’s address also must be styled this way. Nightbite’s contact info should be typed at 8 point size, Acumin Pro SemiCondensed Light. The substrate used is speckled fiber 90 lb cover
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LETTERHEAD Letters are to be printed on tan, 24 lb, resume paper. Body should be typed out in Acumin Pro in 11 point type and in Dark Chocolate color. Nightbite’s logo should be placed at the very top of the page, centered, and 0.5 inches from the top. Nightbite’s contact info and address should be placed along the bottom of the page, each piece of information separated by small circles also in Dark Chocolate color and 0.5 inches from the bottom. On the next page is the letterhead scaled 90%.
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ENVELOPE Envelopes can be made of white coated 60 lb matte cover or standard white envelopes. The mark should be placed 0.5 inches from the top and 0.5 inches from the left hand side. Nightbite’s secondary mark and Nightbite’s address are the only elements allowed on the envelope. The envelope needs to be 9.5 inches wide by 4.13 inches tall.
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PACKAGING
32
33
POSTERS
34
35
POSTERS
36
37
WEBSITE
38
39
WEBSITE
Nightbite Tote Bag
ORDER SUMMARY
Color: Beige
Subtotal
$26.48
Shipping
TBD
Tax
$0
Total
$26.48
Price: $15.49 Quantity: 1 edit
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Nightbite Mug Color: White Price: $10.99 Quantity: 1 edit
40
MERCH
Nightbite Mug
Nightbite Cap
Nightbite Tee
$10.99
$20.24
$25.48
41
MERCHANDISE
42
43
MERCHANDISE
44
45