Table of Contents Design Brief . . . . . 6 Research . . . . . . . 7 Signature . . . . . . 10 Stationery . . . . . .20 Applications . . . . .30
Design Brief
C
hocolate covered is a local chocolate store that sells chocolates from all over the world. They sell different flavors of chocolate such as spicy, salty and bacon flavored. They are located in Noe Valley on 24th street and Castro and they were established in San Francisco. This store exists to help Bay Area residents to experience chocolate from different regions of the United States as well as the world. This is also a great way to experiment with different brands verses the traditional brands most people are aware of. Chocolate Covered has earned great respect because of the large amount of brands of chocolates they offer. In fact the reason they opened this store was because they wanted to expose people to many different brands of chocolate. They have about 350 different types of chocolates.
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Research
C OMPETITIVE A NALYSIS C HART
May 4, 2010
October 11, 2004
GD2252 Corporate Identity
Chocolate Covered
LOGO STYLE & DESIGN INFO & PRESENTATION CORPORATE MESSAGE
Chocolate Covered
Ghirardelli
Corporate Company
Main Competitor
REDesigned Brand
Type
Type
Combo
Use
Straight type
a mark
mark
Consistency
yes
yes
yes
Typeface
serif
Focus
people with love of chocolates
chocolate lovers (cakes, beverages, chocoalte pieces)
lovers of chocolate from all parts of the world.
Consistency
yes
yes
yes
Presentation
boring
Message Consistency
sans serif
nothing out of the ordinary
make people feel comfortable and intimate
yes
serif
simple but straight to the point.
make people want to eat chocolate
make people feel relaxed and to enjoy chocolate.
yes
yes
to keep selling chocolate that people have become familiar with and love.
make people understand what we are selling and to open peoples minds to new chocolates.
Associations
to expose people to many brands of chocolate from differnet countrys and regions N/A
N/A
N/A
Consistency
yes
yes
yes
Playful Quality International Bold Traditional Conservative Upscale
Attentive Structured Iconic Symbolic Appealing Simplistic Minimalistic
Message
Informal Key Words (Some not all) Contemporary Eclectic Renewed Sophisticated Modern Retro
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Signature The Signature Clear Space Construction Minimum Size Misuses Typography Color
The Signature
T
he concept behind this logo design was to depict the company and how it has many flavors and brands of chocolate. I was also going for a very iconic image of what most people recognize as chocolate. I played with many iconic images of chocolate but found that the most recognizable style of chocolate was the chocolates you receive in boxes. This worked perfectly because this company also sells boxes for costumers to place the chocolates in.
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Clear Space
I
n order to set it off from other elements, the signature should always be surrounded by an adequate amount of clear space. The dashed outline surrounding the signature on this page indicates the minimum amount of clear space that must surround the signature in all applications. No other element may be present within this space. This includes type, illustrations, photos or the edge of the surface on which the signature is displayed. Any exceptions require approval prior to use. x
x
x
x
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Construction
T
he signature is always reproduced from approved reproduction artwork. The signatures should never be constructed or redrawn. However, in certain approved circumstances, it may be necessary to recreate the signature (e.g., signs). In the event that construction is necessary and pre-approved, the following example shows the relative sizes and placement of signature components. Placement is specified in units of “X.” X equals the height of the “O” in “Chocolate Covered” (see drawing below). 15x
14.5x
14.5x
x x
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x x
Minimum Size 1.2 in
A
s the signature becomes smaller, it also becomes more difficult to read and recognize. The minimum allowable size is shown below. Less detailed types of reproduction (e.g., newspapers or screenprinting) may require larger sizes.
1.4 in smallest size [with text]
2.6 in
3 in
largest size
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Misuses
T
he following examples illustrate incorrect use of the signature. These examples highlight common errors, but do not include all possible mistakes. Always use the signature as outlined throughout this manual.
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Typography ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 . , : ; &
Avenir - 45 Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 . , : ; &
Linotype Conrad : Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 . , : ; &
Linotype Conrad : Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 . , : ; &
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Linotype Conrad : Regular
Color
T
he samples shown on these pages and throughout this manual are approximate matches for the actual Chocolate Covered colors. Do not use them for color proofing. Use swatches specifically provided for color-matching purposes. The Chocolate Covered has developed a comprehensive color system to help establish a consistent look and feel across a broad range of implementation materials. This color system consists of 6 separate color palettes. Each of these palettes has been designed to reinforce specific emotive values associated with our products and services. The 6 palettes are extremely flexible, and can be applied in a variety of ways to unify families of materials, such as brochures. Try to use these suggested colors whenever possible.
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pantone 18-5C C- 0 R- 255 M- 20 C- 206 Y- 65 B- 113 K- 0
pantone 41-1C C- 30 R- 162 M- 70 C- 90 Y- 100 B- 40 K- 15
A
pantone 55-1C C- 15 R- 158 M- 75 C- 72 Y- 100 B- 26 K- 30
pantone 317-3C C- 50 R- 130 M- 80 C- 73 Y- 100 B- 44 K- 15
ll colors specified throughout this manual are referred to as Chocolate Covered colors. Chocolate Covered colors are always reproduced by matching approved color swatches supplied by the Design & Print Services Group. Equivalent matches using other color-matching systems (e.g., Pantone速 and CMYK) are given in the chart opposite. These equivalent specifications may need to be modified to adjust for production variations.
rich black C- 60 R- 35 M- 60 C- 31 Y- 60 B- 32 K- 100
pantone 324-1C C- 50 R- 56 M- 80 C- 34 Y- 100 B- 37 K- 30
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Stationery Letterheads Mailing Sticker Envelope Business Card
Letterhead – Template Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed.
8.5” X 11” Type: size 10pts/ 12pts font Avenir - 45 book & Linotype Conrad light
chocolatecovered.com
May 25, 2010
Alignment: justified Stock: paper - Neenah Paper Ultimate color - Ultimate White finish - Wove 25% cotton basis - 20lb
93 Santa Marina St San Francisco, CA 94109
4069 24th Street San Francisco, CA 94114 O 415.673.2460 F 415.713.6038
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Letterhead – Corporate Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed.
8.5” X 11” Type: size 10pts/ 12pts font Avenir - 45 book & Linotype Conrad light
chocolatecovered.com
May 25, 2010
Alignment: justified Stock: paper - Neenah Paper Ultimate white color - Ultimate White finish - Wove 25% cotton basis - 20lb
93 Santa Marina St San Francisco, CA 94109
Dear Ms. Silvia Braud, The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt. Avenir [45 book], with 12 pt. leading. If avenir is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence. The right edge of the date is aligned with 1.8in and the top edge of the date is aligned with 1.74in. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter. The body of the letter should not be deeper than 2.4 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 7.3 inches.
4069 24th Street San Francisco, CA 94114 O 415.673.2460 F 415.713.6038
Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.
Sincerely
Janet Davidson Consultant
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Letterhead – Board Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed.
8.5” X 11” Type: size 10pts/ 12pts font Avenir - 45 book & Linotype Conrad light
chocolatecovered.com
May 25, 2010
Alignment: justified Stock: paper - Neenah Paper Ultimate white color - Ultimate White finish - Wove 25% cotton basis - 20lb
93 Santa Marina St San Francisco, CA 94109
Dear Ms. Silvia Braud, The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt. Avenir [45 book], with 12 pt. leading. If avenir is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence. The right edge of the date is aligned with 1.8in and the top edge of the date is aligned with 1.74in. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter. The body of the letter should not be deeper than 2.4 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 7.3 inches.
4069 24th Street San Francisco, CA 94114 O 415.673.2460 F 415.713.6038
Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.
Sincerely
CEO
Whitey Barrand
President
Dan Thomson
Vice President Brooke Azar
Secretary
Susan Pitt
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Janet Davidson Consultant
Letterhead – 2nd page Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed.
8.5” X 11” Type: size 10pts/ 12pts font Avenir - 45 book & Linotype Conrad light
chocolatecovered.com
The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt. Avenir [45 book], with 12 pt. leading. If avenir is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.
Alignment: justified
The right edge of the date is aligned with 1.8in and the top edge of the date is aligned with 1.74in. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter. The body of the letter should not be deeper than 2.4 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 7.3 inches,
Stock: paper - Neenah Paper Ultimate white color - Ultimate White finish - Wove 25% cotton basis - 20lb
Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title. Sincerely
Janet Davidson Consultant
js: tb cc: Janet Davidson
2
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Mailing Label Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed.
4� X 5� Type: size - 12 font - Linotype Conrad Alignment: left and right Stock: paper - Neenah paper Classic Crest Preasure Sensitive Label color - solar white basis 70lb (weight.)
4069 24th Street San Francisco, CA 94114
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To: Mr. Stephen Johnson
327 River Valley Road Katy, TX 77450
Envelope Printing: Color offset lithography in { 6 } Corporate {pantone 9.5� X 4.125� 324-1C} - repeat as much as number of Company colors you Type: designed. size - 13pt/6pt & 9pt/9pt font - Linotype Conrad & Avenier Alignment: left & center
chocolatecovered.com
Stock paper Neenah paper No. 10 commercial Flap color - Ultimate White finish - wove basis XXlb (weight.) 4069 24th Street San Francisco, CA 94114
Mr. Ben Scott 2460 24th Street San Francisco, CA 94114
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Business Cards Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed.
2� X 3.5� Type: size - 8pt/ 10pt font Avenier & Linotype Conrad Alignment: left
chocolatecovered.com
Stock: paper - Neenah Paper color - solar white finish - wove classic cotton basis - 88lb
Steve Sully
Owner
stevesully @ mac com O 415 235 5601 C 415 941 2460 F 415 559 6058 4069 24th Street San Francisco, CA 94114
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Applications External . . . . . . . . Ad . . . . . . . . . . . Gift box . . . . . . . . Mug . . . . . . . . . .
Applications Mug
Gift Box
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Post card
Bring your VALENTINE a box of our sweetest chocolates.
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