LOTUS
STANDARDS
MANUAL LOTUS
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BRINGING THE WORLD
HAPPINESS ONE CARAMELICIOUS
COOKIE AT A TIME
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An exciting & friendly brand redesign for lotus bakeries
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CONTENTS
HISTORY 09 LOGO 19 TYPOGRAPHY 35
BRAND COLORS 41
PHOTOGRAPHY 45
ILLUSTRATION 51
APPLICATIONS 55
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LOTUS BISCOFF’S HISTORY 85 YEARS AND COUNTING Lotus Biscoff Cookies which are known as Lotus Speculoos in Europe, are baked in the small Belgian town of Lembeke. This is the same location where our founders, the Boone brothers, opened their first bakery in 1932. Once the cookies were packaged, the Boones would drive around town in their trademark red truck to deliver their
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prized treats door to door. Lotus Biscoff Cookies made their initial appearance in the United States in the 1980’s. The unique recipe, which uses only the highest-quality ingredients, remains the same more than eight decades later.
HISTORY +
FAMILY TRADITION
= LOTUS
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Lotus’ identity offers an explosion of flavor that retains its history.
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OLD LOGO BREAKDOWN The old Lotus logo can be broken down into three parts. The first is the large red leaf shape that has a slight gradient. Then there’s two typographic elements, the “Lotus” and “Since 1932.” “Lotus” is reminiscent of hand writing, but also has a shadow on some parts of the letters. “Since 1932” is a serif font that is easily lost at small sizes.
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Lotus’ new look has traditional values while feeling contemporary and fun to welcome new cookie lovers.
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LOTUS 18
LOTUS THE NEW
LOGO
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LOGO CLEAR SPACE Whenever using the Lotus’ standard logo it should be surrounded with clear space to ensure its visibility, impact and recognition. No graphic elements or text of any kind should invade this zone. Clear space is developed from the width of the “O” in the logo and is shown as “x.”
MINIMUM SIZE FOR LOGO USE The height of the logo should not be less than one quarter inch (24 pixels) in any application to retain visibility and recognition.
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LOTUS
.25”
LOTUS x
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CLEAR SPACE WHEN USING THE CIRCLE Whenever using the Lotus circle logo it should be surrounded with clear space to ensure its visibility, impact and recognition. No graphic elements or text of any kind should invade this zone. Clear space is developed from the width from the left side of the “T” to the right side of the “U” in the logo and is shown here as “x.”
CIRCLE LOGO MINIMUM SIZE The height of the logo should not be less than three eighths an inch (36 pixels) in any application to retain visibility and recognition.
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LOTUS
.375”
LOTUS x 23
LOGO USE FOR WHITE OR BLACK BACKGROUNDS The standard logo when used on a white background should remain in its official two brand colors or in black. When used on a black background the logo should be white.
LOTUS
LOTUS 24
LOTUS
LOGO USE FOR ALL COLORED BACKGROUNDS The standard logo can be used on any color background, but must remain white.
LOTUS
LOTUS
LOTUS 25
LOGO USE FOR WHITE OR BLACK BACKGROUNDS The circle logo when used on a white background should be white with a circle that is one of the two brand colors or black. On a black background the logo should be black with a white circle.
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LOTUS
LOTUS
LOTUS
LOTUS
LOGO USE FOR ALL COLORED BACKGROUNDS The circle logo can be used on any color background, but must be in the two brand colors with a white circle.
LOTUS
LOTUS LOTUS 27
WHAT NOT TO DO: THE STANDARD LOGO Shown here are some examples of how not to change, distort or adapt the standard logo in order to maintain a recognizable brand.
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LOTUS Never outline the logo.
LOTUS Never add effects to the logo, such as bevel, emboss, outer glow, etc.
LOTUS
LOTUS
Never stretch or distort the logo.
Never add elements to the logo.
LOTUS Never add a drop shadow to the logo.
LOTUS Never individually color any element of the logo.
LOTUS
LOTUS
Never add a gradient to the logo.
Never tilt or rotate the logo or its elements.
LOTUS
LOTUS
BAKERIES
Never add to or adapt the logo.
Never subtract the elements of the logo.
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WHAT NOT TO DO: THE CIRCLE LOGO Shown here are some examples of how not to change, distort or adapt the circle logo in order to maintain a recognizable brand.
LOTUS Never outline the logo.
LOTUS Never stretch or distort the logo.
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LOTUS Never add effects to the logo, such as bevel, emboss, outer glow, etc.
LOTUS Never move elements of the logo.
LOTUS Never add a drop shadow to the logo.
LOTUS Never individually color any element of the logo.
LOTUS Never add a gradient to the logo.
S
TU O L
Never tilt or rotate the logo or its elements.
LOTUS BAKERIES Never add to or adapt the logo.
Never subtract the elements of the logo.
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LOGOTYPE LAWS The logo type is set in Futura Bold. It rests 10 pixels right of the left edge of the flower and 10 pixels left of the right edge. It is 20.25 pixels below the bottom of the flower. It is to be used in BOUNTIFUL BLUE, black or white.
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LOTUS
LOTUS LOTUS
LOTUS
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WHAT
TO DO
WITH TYPOGRAPHY 35
ADVERTISEMENT HEADLINES They type should be well stacked and create interest from varying weights, heights and/or lengths.
YOU DEFINATELY
WANT
PACKAGING
ALL THIS
They type should be stacked along with the graphic elements. The product (Biscoff) should be Futura Extra Bold and paired with a lighter font for descriptions.
GOODNESS
BISCOFF caramel cookie
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CARMELICIOUS
IN WEB & MOBILE They type should be well stacked in the same way as advertisements. When text is placed over a photo or colored element it should have a Bountiful Blue box with 50% transparency or a Whimsical White box with 70% transparency behind it to ensure readability.
COOKIE BUTTER + BREAKFAST
= LOVE
Since there is only one font family that the new Lotus branding uses, the variations of weights and sizes are extremely encouraged. Each treatment should create a natural flow while being fun, friendly, and engaging to the viewers.
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FUTURA EXTRA BOLD FUTURA BOLD
FUTURA MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#%^&*(){}<>-=+:; ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#%^&*(){}<>-=+:; ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#%^&*(){}<>-=+:;
Futura is the only font family used and there are seven typefaces available. There is plenty of freedom in using the variations of this font, but body text should only be set in Futura Medium. This font family is friendly, bold, and exciting while being modern and professional that is the Lotus brand.
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FUTURA LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 123456789!@#%^&*(){}<>-=+:; FUTURA BOLD CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#%^&*(){}<>-=+:;
FUTURA MEDIUM CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#%^&*(){}<>-=+:;
FUTURA LIGHT CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#%^&*(){}<>-=+:;
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THE OFFICIAL
LOTUS
COLOR PALLET
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BRAND COLORS The main colors of the brand are Bountiful Blue and Truck Red. While the secondary colors are Sky Blue and Whimsical White. The blue colors employ confidence, reliability, and responsibility showing loyalty to the customers. The red stimulates appetite and stands for energy, strength, and excitement throughout the Lotus brand.
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BOUNTIFUL BLUE CMYK: 0 | 99 | 91 | 11 RGB: 213 | 28 | 41 HEX: D51C29
TRUCK RED CMYK: 0 | 99 | 91 | 11 RGB: 213 | 28 | 41 HEX: D51C29
SKY BLUE CMYK: 70 | 15 | 0 | 0 RGB: 39 | 170 | 225 HEX: 27AAE1
WHIMSICAL WHITE CMYK: 0 | 99 | 91 | 11 RGB: 213 | 28 | 41 HEX: D51C29
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HOW TO
CREATE & USE PHOTOGRAPHY
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PHOTOS FOR LOTUS Shown here are some examples of Lotus photography. The photos used throughout advertisements and on the web convey a warm and inviting feel. They are contemporary but maintain a sense of tradition. They should make the viewer comfortable and excited.
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SO YOU
WANNA USE SOME ILLUSTRATIONS
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FLAT ILLUSTRATION AND POWS The Lotus brand incorporates illustration into itself to add another layer of depth beyond photography. It also allows for further design exploration and an exciting element. The Exploders should be positioned in a curve or circle arrangement and can be any of the brand colors. However they should be used tastefully. The mouth is an example of the flat illustration style used and new images that follow the same aesthetic are welcome.
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HOW TO USE
LOTUS
ANYWHERE
& EVERYWHERE
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STATIONERY Here are the examples of the stationery, business cards and company reports.. They are professional and efficient while having a little bit of excitement from the use of the Pow.
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WEBSITE Lotusâ&#x20AC;&#x2122; website creates the same exciting, welcoming, and inclusiveness that the print advertisements provide. Its use of typography and illustration should equal that of the rest of the brand. It should remain simple enough for anyone to use as well. Here are some examples of the home and landing pages.
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MOBILE SITE The mobile site has the same information and design and the desktop site. It is simply cropped and adjusted to flow quick and easy in a userâ&#x20AC;&#x2122;s palm.
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PACKAGING The packaging of the cookie is one of the most important elements as it houses the delicious cookies. The design should be simple, but attractive and recognizable. The elements of the design echo the compactness of the typography without overwhelming the buyers. Here are three examples of packaging for the Lotus Biscoff.
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BILLBOARDS The billboards embrace a large use of the packed typography and flat illustration. They are attention grabbing and memorable with short, large headlines. The elements should remain large to ensure visibility. While the illustrations can run off the edges, the typography must maintain a comfortable distance from the edge.
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BUS STOPS & STREET SIGNS These types of signage utilize packed typography and flat illustration. The goal is to get the viewer to need to eat a Lotus cookie immediately. They grab attention with the illustration and intriguing font arrangement.
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TRUCK AND VAN ADVERTISEMENT The red vans are a Lotus trademark as it is a homage to the original red trucks. The van should be exciting draw the attention of pedestrians and drivers by use of typography, illustration, or both. The semi truck design should be light on text and easily recognizable.
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SOCIAL MEDIA Lotusâ&#x20AC;&#x2122;s social media expresses a fun, family friendly environment. It welcomes anyone and everyone to join the caramel cookie loving community. The standard logo is always the profile photo. Photographs shared should follow photography guidelines and any web ads posted should fall in line with print ads.
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PRINT ADS Magazine and other print ads are simple and enticing. They are a spark of excitement and deliciousness that a reader recognizes instantly.
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TRADE SHOW MATERIALS The goal for trade show is to get more distributors and strengthen Lotusâ&#x20AC;&#x2122;s relationship with current distributors. The materials are attention grabbing yet professional. They convey company and product information in an exciting and attractive way.
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SWAG Here are examples of how merchandise can be created for trade shows, events, and employees.
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Photographs & text from Lotus. Text by Classie Powell. Identity Systems Professor Steve Skaggs. The University of Louisville Hite Art Insititute Fall 2018. Futura. Printed by Blurb.
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