THE CHILL SPOT standards manual
table of contents
I. LOGOTYPES
III. BUSINESS SYSTEMS
primary mark ..........................................................6 secondary mark .................................................... 8 minimum size ....................................................... 12 safe space ........................................................... 14 inappropriate uses .............................................. 15
business card ...................................................... 29 letterhead ........................................................... 30 envelope ............................................................ 32
IV. APPLICATIONS II. ID SYSTEM graphic elements ................................................. 18 safe space ........................................................... 20 minimum size ....................................................... 21 primary color palatte ......................................... 22 secondary color palatte .................................... 23 primary typeface ................................................ 24 secondary typeface ........................................... 25
digital applications ............................................ 35 printed applications .......................................... 36 3D applications ................................................. 38
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brand message The Chill Spot is a small, interactive cafe that serves to create a social climate for San Luis Obispo residents and its visitors. With goals surrounding a quality experience while still maintaining a fun environment, the ice cream shop values a trendy, social environment where people can feel at home and enjoy eachothers company. The purpose of re-branding its identity is aimed at making the cafe a destination location and a place where locals would want to stay and hang out. The transformation of The Chill Spot relies predominantly on experiencing the ‘instagrammable’ aesthetics of the environment as well as the comfy, energetic feel of the cafe. Personal identity for individuals hinges on experience and all of the design and applications present in the standards manual support this. The design and environment of The Chill Spot support the idea of getting to know your community through a quality experience in a social environment. It is essential to uphold all the specifications and requirements in the pages to come, and to hold the values of The Chill Spot in the highest regard. Just as we are to encourage quality and community in our world, we are to uphold quality and community in our design.
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logotypes
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primary mark
THE CHILL SPOT The primary mark serves as a representation of this establishment: ice cream and a destination location, hence the resemblance to a geotag symbol. The horizontal length of the logo allows the eye to read across it, or simply just look at the symbolic mark. The colors are meant to resemble the a basic ice cream flavor, strawberry, with a warm brown for the cone; topped with a bright red cherry.
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1 color and tints 60%
THE CHILL SPOT Circumstantially, Chocolate may be used as an alternative to the full color design. This is meant to be an exception only in situations that allow use of 1-color and cannot be used on dark backgrounds. It may only be used on light backgrounds like white.
A tint may be used if a print is being made that calls for more contrast in a 1-color mode.
THE CHILL SPOT THE CHILL SPOT THE CHILL SPOT
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secondary mark The logo’s stacked form serves as a secondary mark, to be used in instances where the primary mark is too long and does not fit, such as packaging.
THE CHILL SPOT 8
The 1-color mode applies to the look of the secondary mark the same way. Both hues can be used under the same conditions and with the same potential tint, at 60%. Black may only be used when color is not an option.
1 color and tints THE THE THE THE CHILL CHILL CHILL CHILL SPOT SPOT SPOT SPOT The 1-color mode applies to the look of the secondary mark the same way. All hues can be used under the same conditions and with the same potential tint, at 60%. Black may only be used when color is not an option.
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reversed out marks THE CHILL SPOT
THE CHILL SPOT
THE CHILL SPOT
THE CHILL SPOT
Default Colors Chocolate, Mint, Strawberry and Cherry may be used when a white, reversed out version of the logotype is utilized. However, a tinted version is more appropriate, if possible. The only instance white is acceptable for the text/symbols is here, or on product applications where the background is not white. When using these colors, note that it is acceptable when printed or placed on a surface that is of the same hue as one of the listed colors. Design knowing that white text will limit you not only in variation of the logo itself, but regarding application and location.
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other color options
Reversed out versions of the logo may be displayed in the colors shown at the right.
THE CHILL SPOT THE CHILL SPOT SECONDARY MARK
THE CHILL SPOT
THE CHILL SPOT
THE CHILL SPOT
THE CHILL SPOT
The reversed out versions of the secondary logotype are the same as the primary, but as stated before, the only difference is that the logo is stacked. Examples are shown to the left for reference and comparison.
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primary mark minimum size THE CHILL SPOT 2 7/8 in
THE CHILL SPOT 3 1/8 in
THE CHILL SPOT THE CHILL SPOT
THE CHILL SPOT
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Printing at a small scale will not be necessary in many instances, especially with the primary logo. There are only a few applications this may be needed for, but the alternative and a better solution will often be to revert to an approved graphic element. The minimum size is the same for the 1-color variations.
REVERSED OUT
THE CHILL SPOT
THE CHILL SPOT
FULL COLOR
For a smaller sized logo that is reversed out (both for 1 and 2-color printing), the standard minimum size is slightly bigger than the primary full-color version. Colors include Cherry, Strawberry, and Mint.
secondary mark minimum size FULL COLOR
THE CHILL SPOT
REVERSED OUT
1 7/8 in
THE CHILL SPOT
THE CHILL SPOT
Much like the primary mark, it is important to know that it will only be used at this scale on a small number of occasions, applications in particular (page 36-39). Details of the cherry symbol will be lost if the size is depleted even more than it is.
1 3/8 in
THE CHILL SPOT
THE CHILL SPOT
This has the same principle as the primary mark does. Colors include Cherry, Strawberry, and Mint.
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safe space
THE CHILL SPOT CLEAR SPACE It is of utmost importance to keep a space or buffer around the logo. As a mark, it lives in its own space and that is so vital is because it prevents anyone from breaking any rules in changing the design. The safe space shown for the primary mark is shown above, and it is only demonstrated by the ‘ice cream’ symbol as seen in the design.
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THE CHILL SPOT
innapropriate uses THE CHILL SPOT a. never stretch or skew the mark, only scaling is acceptable. (scaling requirements and minimum sizes on page 12).
b. using just outlines is not an acceptable design approach for anything under this brand.
THE CHILL SPOT c. never warp the text or logo in any way.
THE CHILL SPOT e. never add appearances such as a drop shadow.
d. the mark is adjusted based on the chosen typefaces. do not replace or switch out the text.
THE CHILL SPOT f. never change the ice cream symbol, use the proper symbol in the primary logo.
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identity system
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graphic elements ICE CREAM SYMBOLS
The symbols can be used together (the primary form, or on their own for other purposes. They represent the different basic flavors of ice cream, used as a symbol for all ice cream.
These symbols are to be utilized in order to represent The Chill Spot without as much visual information, or act as an element of separation in design applications. These are meant to be in Chocolate, Mint, and Strawberry. They are typically seen in this order, but can can be used in different orders, as seen on page 36.
SPRINKLES The sprinkles are to be used sparingly to create a modern touch, only to be used when too much white space creates an empty feel, such as in the business card on page 29.
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20%
BAR SYMBOL The bar symbol, as seen in this manual, is used to give a more modern, upscale look to the fun of an ice cream shop. The bar is to be 1 inch long, bleeding off the right side of the page. The stripe is to be made using Mint, followed by Chocolate, each bar 1/16th an inch in size. The rest of the bar is to be in Mint, in 20% opacity. Examples of this can be found on every page of this manual as well as in the business system, from page 29-32.
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safe space TRIPLE SCOOP When using the triple ice cream symbol, there must be a buffer on inbetween each cone, but not a full cone. As seen on the left — the circle still has buffer space surrounding it.
SINGLE SCOOP These will be used often to be quick identifiers on in-store packages and merchandise, found on page 36. The safe space is defined by the ice creams along the edge of the middle ice cream and applies at any scale.
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minimum size SYMBOL SIZES It is important to follow these guidelines carefully and correctly. The ice cream symbols must only be scaled down as small as 1/8 an inch. The sprinkles must only be scaled down as small as 3 1/2 an inch. The only time this should ever be done or necessary is on the business card (page 29). Certain merchandise or products will need iconography at smaller scales but never this small.
1/8 in
3 1/2 in
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primary color palette Inspired by the basic ice cream flavors, Chocolate and Strawberry are used as primary colors for The Chill Spot, along with it's lighter and darker hues, Caramel and Cherry. These tones blend together to create a fun, but warm environment that it is aimed for. Chocolate is meant to be used as the primary text color for all branding purposes if black is not an option.
CHOCOLATE c:65 m:90 y:100 k:42 r:78 g:38 b:28 HEX: #4E261C PANTONE: 175 U CARAMEL c:16 m:50 y:80 k:2 r:208 g:138 b:75 HEX: #D08A4B PANTONE: 464 C STRAWBERRY c:2 m:40 y:0 k:0 r:238 g:170 b:204 HEX: #EEAACC PANTONE: 494 C CHERRY c:2 m:80 y:57 k:0 r:236 g:89 b:93 #EC595D PANTONE: 199 U
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secondary color palette MINT c:18 m:0 y:46 k:0 r:213 g:230 b:162 HEX: #D5E6A2 PANTONE: 578 C WHITE c:0 m:0 y:0 k:0 r:255 g:255 b:255 HEX: #FFFFFF PANTONE:
The secondary palette pairs excellently with it's primary colors, the Mint and White adding vibrance to the darker primary hues. This color choice is the highest value out of the whole palette. It serves as a great light option and creates contrast in the palette as well as being used as one of the ice cream symbols. It isn’t meant for body text in any application.
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primary serif typeface FUTURA PT Futura PT helps establish a modern feel to the to the fun of an ice cream store. It's geometrical aesthetic balances out the curved shapes of the cones. Futura has an appearance of efficiency and forwardness. Futura has quite a low x-height, reducing its stridency and increasing its suitability for body text. This is the primary and only serif font used in this design plan. Futura is a classic, sleek sans serif font that has many steadfast attributes, works extremely well for text and has consistent, great readability that never distracts from content.
Light abcdefghijklmnopqrstuvwxyz ABCDEFGEHIJKLMNOPQRSTUVWXYZ 0123456789 !@$%.?
Light Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGEHIJKLMNOPQRSTUVWXYZ 0123456789 !@$%.?
Book abcdefghijklmnopqrstuvwxyz ABCDEFGEHIJKLMNOPQRSTUVWXYZ 0123456789 !@$%.?
Book Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGEHIJKLMNOPQRSTUVWXYZ 0123456789 !@$%.?
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secondary sans serif typeface Regular abcdefghijklmnopqrstuvwxyz ABCDEFGEHIJKLMNOPQRSTUVWXYZ 0123456789 !@$%.?
Italic abcdefghijklmnopqrstuvwxyz ABCDEFGEHIJKLMNOPQRSTUVWXYZ 0123456789 !@$%.?
Semibold abcdefghijklmnopqrstuvwxyz ABCDEFGEHIJKLMNOPQRSTUVWXYZ 0123456789 !@$%.?
Semibold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGEHIJKLMNOPQRSTUVWXYZ 0123456789 !@$%.?
ADOBE CASLON PRO Adobe Caslon Pro is a classic serif that adds a timeless quality to this modern shop. A transitional serif, its medium stroke contrast makes it feel more mechanical in contruction with an illusion of engraving. These qualities are great next to the geometric sans serif Futura, providing some contrast but not too much to effect readibility. Found in the business card (page 30) and to highlight the contact information of the business system, Adobe Caslon Pro is used sparingly in order to establish a contemporary look to the company.
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business system
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jessica may • manager cell: 310.428.6266 e: jmay@thechillspot.com
THE CHILL SPOT
THE CHILL SPOT
main: 805.788.0212
778 Higura Street, #A, San Luis Obispo,CA, 93401
805.788.0212 778 Higura Street, #A, San Luis Obispo,CA, 93401
thechillspot.com
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 8 November 2018
THE CHILL SPOT 805.788.0212 778 Higura Street, #A, San Luis Obispo,CA, 93401
Dear Ms. McCormick, Cowboy Cookies & Ice Cream is a small cafe-like shop that serves cookies and ice cream, as well as ice cream cookie sandwiches. Their shop is among other shops in the Network Shopping Center on Higuera Street, right next to Bliss Cafe and a small boutique store. At the entrance, you first see tubs of ice cream with a rack of cookies next to it, and a drink machine off to the side. As you walk further in, there is seating that faces a large window and door, with wooden tables and chairs. There is not always someone managing the front, but there is always someone in the back making cookies who can see through a glass case to the front. From what I have learned about the current state of this establishment through research and reviews, Cowboy Cookies and Ice Cream appears to need help establishing a consistent brand identity, or at least a consistent name as other promotional posters say Cowboy Cookie N Grub. In my opinion, the cowboy theme does not fit with the theme and aesthetics of the town, and appears to suffer an identity crisis. The business, although SLO established, is nothing special in its current practice and is in need of something to amp it up and make it unique. For the future of the business, I propose a total revamp in theme that fits the attitude of the town, a new way of looking at the business that presents it in a more interactive way, and a renovation of the establishment that will aid in the presentation of the business. Sincerely, Jessica May jmay08@calpoly.edu
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BUSINESS CARD
THE CHILL SPOT
jessica may • manager cell: 310.428.6266 e: jmay@thechillspot.com main: 805.788.0212
778 Higura Street, #A, San Luis Obispo,CA, 93401 thechillspot.com
The business card dimensions are 3.5 inches wide by 2 inches tall. To the left, the front of the card is on top and the back is on bottom. The front contains the primary mark, centered. Sprinkles border the top and bottom of the card, establishing a fun but modern taste. The sprinkles are at 82% opacity and arranged facing different directions. The back of the card is flush right, the managers name and title is set in 13 pt Adobe Caslon Pro Regular, with a circular bullet dividing them. One eighth an inch below that is the managers cell number and email set in 7 pt with 7 pt leading. One fourth an inch below that is the main phone number and address, both set in 8 pt with 9 pt leading, the address semi-bolded. Three eighth below that is the website, set in 8 pt semibold. The top of the cone of the ice cream symbols, flush left, match the top of the website. The bar symbol bleeds off the page flush right.
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LETTERHEAD This is printed at letter size, 8 1/2in by 11in. There are specific guidelines regarding spacing and format. The primary mark must be used, set at the top right, and the information below it must follow the safe space requirements (page 14). With the same specifications as the business card (page 30), the phone number and address is to be displayed under the logo. The bar symbol is to bleed off the page flush right, starting at 7 3/4 inch. The ice cream symbol must be at the middle bottom of the page, at 1/4 an inch in size. Black ink must always be used for letterhead text. Paragraphs are to be seperated by a hard return. The body text is type set in Adobe Caslon Pro in 10 pt with 12 pt leading. The text box is to start 3 inches from the top of the page and end 1 1/2 inches from the bottom of the page. Times New Roman is also an acceptable body text choices for a letterhead. For Times New Roman, the body text must be set at 11pt with 14pt leading and tracking set to 5.
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THE CHILL SPOT 805.788.0212 778 Higura Street, #A, San Luis Obispo,CA, 93401
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 8 November 2018 Dear Ms. McCormick, Cowboy Cookies & Ice Cream is a small cafe-like shop that serves cookies and ice cream, as well as ice cream cookie sandwiches. Their shop is among other shops in the Network Shopping Center on Higuera Street, right next to Bliss Cafe and a small boutique store. At the entrance, you first see tubs of ice cream with a rack of cookies next to it, and a drink machine off to the side. As you walk further in, there is seating that faces a large window and door, with wooden tables and chairs. There is not always someone managing the front, but there is always someone in the back making cookies who can see through a glass case to the front. From what I have learned about the current state of this establishment through research and reviews, Cowboy Cookies and Ice Cream appears to need help establishing a consistent brand identity, or at least a consistent name as other promotional posters say Cowboy Cookie N Grub. In my opinion, the cowboy theme does not fit with the theme and aesthetics of the town, and appears to suffer an identity crisis. The business, although SLO established, is nothing special in its current practice and is in need of something to amp it up and make it unique. For the future of the business, I propose a total revamp in theme that fits the attitude of the town, a new way of looking at the business that presents it in a more interactive way, and a renovation of the establishment that will aid in the presentation of the business. Sincerely, Jessica May jmay08@calpoly.edu
THE CHILL SPOT 805.788.0212 778 Higura Street, #A, San Luis Obispo,CA, 93401
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 8 November 2018 Dear Ms. McCormick, Cowboy Cookies & Ice Cream is a small cafe-like shop that serves cookies and ice cream, as well as ice cream cookie sandwiches. Their shop is among other shops in the Network Shopping Center on Higuera Street, right next to Bliss Cafe and a small boutique store. At the entrance, you first see tubs of ice cream with a rack of cookies next to it, and a drink machine off to the side. As you walk further in, there is seating that faces a large window and door, with wooden tables and chairs. There is not always someone managing the front, but there is always someone in the back making cookies who can see through a
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THE CHILL SPOT 805.788.0212 778 Higura Street, #A, San Luis Obispo,CA, 93401
ENVELOPE This is printed at letter size, 8 1/2in by 11in. There are specific guidelines regarding spacing and format. The primary mark must be used, and the information below it must follow the safe space requirements (page 14). With the same specifications as the business card (page 30), the phone number and address is to be displayed under the logo, flush right. The flap on the back of the envelope is to be covered in sprinkles in this pattern.
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applications
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digital applications MONTHLY NEWSLETTER
INSTAGRAM 6:46PM
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monthly newsletter: december issue
EVENTS 11/30: Game Night 7-10 pm 12/2: Wine and Paint Night 7-10 pm 12/5: Ice Cream Tasting 9-11 am 12/7: Movie Night 7-10 pm
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Ice Cream. Cookies. Ice Cream Cookies. 778 Higuera St, San Luis Obispo, CA 93401
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805.788.0212 778 Higura Street, #A, San Luis Obispo,CA, 93401
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printed applications MENU
LOYALTY CARD THE CHILL SPOT
ice cream child: $3.25 • single: $4.00 • double: $6.25 vanilla strawberry chocolate mint cookies and cream cookie dough cotton candy lavender moose tracks
THE CHILL SPOT
rocky road salted caramel butter pecan neopolitan banana peanut cheesecake lemon raspberry sorbet peach sorbet mango sorbet
cookie cup: $5.25 • half sandwich: $5.25 • full sandwich: $9.00
cookies 1 cookie: $2.00 • 4 cookies: $7.00 • 8 cookies: $12.00 • 12 cookies: $16.00 chocolate chip snickerdoodle oatmeal sugar M&M oatmeal raisin
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toffee gingersnap peanut butter peanut butter chocolate chip double chocolate chip white chocolate macademia
GET YOUR
10TH SCOOP FREE!
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3d applications
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THE CHILL SPOT
805.788.0212 778 Higura Street, #A, San Luis Obispo,CA, 93401
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