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TABLE OF CONTENTS Brand Overview Identity....................................06 Mission Statement..................08
Logo & Usage Guidelines The Black Dog Gelato Logo....12 Logo Specifications.................14 Correct Logo Use.....................17 Incorrect Uses.........................19
Visual Identity Color Palette...........................22 Typography............................24 Patterns..................................26
Stationary Business Cards........................30 Letterhead...............................33 Envelope..................................35
Branded Collateral Company Uniforms................39 Packaging...............................41 Promotional Items.................43
Sample Applications Website Desktop & Mobile.....46 Interior & Exterior Signage....48
BRAND OVERVIEW
Black Dog Gelato was created to bring a new life to Gelato. Merging the classic recipes with new flavors and innovation- world class Gelato has been brought to the city of Chicago via Black Dog Gelato. We want our customers to feel inspired every time they have a taste of our Gelato.
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Mission Statement
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Black Dog Gelato creates gourmet gelato and sorbets combining the artisanal process with inventive and intriguing flavors. Gelato is made fresh daily in small batches and begins with the simplest ingredients: milk, cream, sugar, eggs, freshly toasted nuts, seasonal fruits, and quality chocolates. We are commited to the traditional method of gelato making and aspire to create new flavor combinations for the modern palate.
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LOGO & USAGE GUIDE
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Black Dog Gelato Logo
The Black Dog Gelato logo is simple and much more iconic than the previously used logo. This logo can be changed to just utilize the icon. The colors are soft but bright enought to stand out on their own on products and signs.
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1 1/2”
1”
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Logo Specifics
The Logo can be divided up between text and image. Text being 1/3 of the whole logo, thus image being 2/3 of the logo. The logo can be reduced down to 1 1/2� at the full size and down even more to 1� when just the ice cream scoop is being used.
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Correct Logo Usage You may simplify the logo by removing some original colors You may change the colors of the logo within the selected color You may place the logo over a simple image You may use the black version of the logo
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BLACK DOG
GELATO
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Do NOT use multiple line weights
Incorrect Logo Usage
Do NOT stretch logo Do NOT place words over the cone Do NOT use colors not in the primary or secondary palette Do NOT place the logo over busy backgrounds
Do NOT use different typefaces
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VISUAL IDENTITY
Color Palette
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The new color palette for Black Dog Gelato draws its inspiration from both the original design of the company and the colors of the ingredients used in the Gelato. It is bright but with some deeper toned colors to weigh down the pastels. The secondary palette may be used to compliment the primary palette but should not be used in larger selections than the primary palette.
191C
182C
556C
0131C
#ee3b6e
#f9c2c9
#f4ec92
#6f9888
#6b305c
#a452a0
#db559f
#f287b7
#f287b7
#f287b7
7651C
258C
674C
211C
5545C
235793C
Typography
Euphorigenic is the main typeface used in the redesign. It draws upon old style screenprint lettering but with a more unique twist shown in the odd styling and differing line weights. This typeface may be used for names and large headlines but not for any body text.
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Georgia is the secondary typeface that should be used. This type should be used for any body copy or large amounts of text. It compliments Euphorigenic with its serifs but does not compete with the headline type.
Euphorigenic Regular AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%&*() Georgia Regular AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()
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Patterns
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These patterns were created to be used on various products and imagery throughout the rebrand. They can be simplified and colors may be changed within the already given perameters.
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STATIONERY
owner 859 N Damen Ave, Chicago, IL 60622 (773) 235-3116 blackdogchicago.com jessie@blackdog.com
Business Cards
Square business cards allow the logo to have the headline space it needs to be eye catching. This style of card is easy to display and fits with the unique vibe that this brand conveys. The colors on the back side can be changed for different positions in the company. Sprinkles on the front would correspond.
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1/2”
1/2”
1” Dear Sir or Madam,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam Sincerely,
Jessie Oloroso blackdogchicago.com| 859 N Damen Ave, Chicago, IL 60622 | 773-235-3116
1/2”
Letterhead
Standard letterhead format can be used for letters. Sprinkles in any of the provided colors may be used to frame the letter. Logo placed in the top right, body text to be printed in the darkest shade of purple.
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859 N Damen Ave, Chicago, IL 60622
Jane Doe 1234 Fake Street Chicago, IL 60640
Envelope
The envelopes that will go with any letters feature one of the pattern options and the logo at the smallest size.
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BRANDED COLLATERAL
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Company Uniforms
Uniforms follow the newly established color palette. Bright and clearly distinguishing staff from customers, the new uniforms really bring a bit of fun into the stores and will stand out behind counters.
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Packaging
Incorporating the new color palette into the brand is an important change for Black Dog Gelato. An update to all products and dishware will foster a sense of the company and allow for a more successful social media presence. When customers photograph our products they will be easy to spot on Instagram and Facebook. Bright colors and simple graphics are easy to read and even easier to photograph.
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Promotional Items
These items will be sold at locations across Chicago and will allow people to bring the creative flavors and colors of Black Dog Gelato home with them. Great gifts for yourself or for others!
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SAMPLE APPLICATION
Website: Desktop & Mobile
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The website for Black Dog Gelato is inspired by the clean, modern looks of many inspired and popular websites around today. The homepage features photography of some of the products as well as some reviews of the store. The color palette is simple and consistent throughout all media forms and web styles. Easy to navigate and inviting, this site is very on trend.
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Signage & Vehicle
The storefront of Black Dog Gelato is in an old style brick townhouse and rather than changing the exterior, we will enhance it. Bright colors and easy to read signage will make the storefront much more attractive for foot traffic in the busy Wicker Park neighborhood.
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The Ice Cream Truck for Black Dog Gelato is fun and easy to spot in the Chicago streets. Inspired by Italian food trucks, the style of the truck is old style traditional with a fun splash of color.
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© Copyright Claire Tschampel 2017