CANDY CRAFT Standards Manual
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Index Brand Message................................................................................................. 4 Marks ........................................................................................................... 5-16 Primary Marks...................................................................................... 5-9 Secondary Marks ............................................................................ 10-11 Graphic elements .................................................................................. 12
Minimum Sizes ...................................................................................... 13 Clear Space........................................................................................... 14 Inappropriate Uses .......................................................................... 15-16
Color Palettes............................................................................................. 17-18 Typography ................................................................................................ 19-22 Business System........................................................................................ 23-28 Business Cards ................................................................................ 25-26 Envelope ................................................................................................ 27 Letterhead .............................................................................................. 28
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3
Brand Message Candy Craft is a candy shop about the experience and the unique product. Candy Craft offers a good selection of lesser-known candies and a large range of diverse and unusual self-produced soda-pop flavors.The store fills a niche that is rich in content, and is unique in its own right. Candy Craft provides an experience that is full of nostalgic undertones through display methods for products, and the overall aesthetic of the store. Candy Craft makes itself a thriving competitor by offering stange and unique sodas, taffies and assorted candies. The wide and varied product is the prize of Candy Craft.
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Primary mark ø––_–- full color Mark intended for dark and distracting surfaces. The mark should be used for stickers, signage, packaging, and large format. Ideal for representing the Candy Craft brand.
CANDY CRAFT 5
CANDY CRAFT
Primary mark ø––_–- Full color - alternate Mark intended for light surfaces. Should be used for forms, paperwork, and general applications. Intended for simple conveyance with little to no additional elements.
CANDY CRAFT
CANDY CRAFT
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Primary mark ø––_–- single color The single color mark should either be 80% grey or the colors ‘dark chocolate’, or ‘sweet cream’ depending on the applied surface. Ideal for simple paperwork and work with stringent color restrictions. Applications best for small iconaography, such as bottlecaps.
CANDY CRAFT 7
CANDY CRAFT
Primary mark ø––_–-greyscale The greyscale mark should be used as an alternative to the single color mark, with regard to paperwork. Also should be used for black and white advertisements.
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Primary mark ø––_–- reversed Reversed mark ideal for dark backgrounds. An alternative to the single color mark.
CANDY CRAFT CANDY CRAFT
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secondary mark ø––_–- band The secondary mark is to be used for light package designs. Brown band should span the circumference of the product. Also works well with boxes.
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Secondary Mark - segments Orange segments represent the taffy products Candy Craft offers. Should be incorporated into signage that indicates the product’s location in the store. The taffy mark should not be used in package design, or in conjunction with the primary mark.
Pink segments represent the assorted candy products Candy Craft offers. Should be incorporated into signage that indicates the product’s location in the store. The lollipop mark should not be used in package design, or in conjunction with the primary mark.
Blue segments represent the soda products Candy Craft offers. Should be incorporated into signage that indicates the product’s location in the store. The soda mark should not be used in package design, or in conjunction with the primary mark.
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graphic elements The assorted graphic elements should ornate the business system, including documents and envelopes.
Can be further incorporated into various designs. Should be applied on a white surface.
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minimum sizes
CANDY CRAFT 1”
13
CANDY CRAFT 0. 8 ”
0.8 ”
CANDY CRAFT
CANDY CRAFT 0.5 ”
0.8”
0.8”
clear space
Clear space method should be applied to all marks. Use a diamond from the primary mark as measurement. Three on each side for width, and two on each side for height.
CANDY CRAFT 14
inappropriate uses - Description
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a
Do not apply a dropshadow to the mark.
b
Do not alter the typography of the mark.
c
Do not apply any sort of texture to the mark.
d
Do not add linear elements to the mark.
e
Do not obscure the mark.
f
Do not distort the form, width, or height to the mark.
g
Do not edit the colors of the mark.
h
Do not add additional elements or depth to the mark.
inappropriate uses - examples a
b
c
d
e
f
g
h
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color palettes
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Sweet Orange
Sweet Pink
Sweet Blue
Pantone DS 46-1 U
Pantone DS 124-3 U
Pantone DS 246-6 U
C: 10 M: 70 Y: 100 K: 0
C: 0 M: 70 Y: 30 K: 0
C: 50 M: 0 Y: 15 K: 0
Sour Orange
Sour Pink
Sour Blue
Pantone DS 47-1 U
Pantone DS 108-2 U
Pantone DS 247-3 U
C: 10 M: 70 Y: 100 K: 15
C: 0 M: 85 Y: 50 K: 10
C: 95 M: 0 Y: 25 K: 10
Sweet Cream
Sweet Vanilla
Coated Grey
Pantone DS 6-9 U
Pantone DS 10-8 U
Pantone DS 41-9 U
C: 0 M: 3 Y: 15 K: 3
C: 5 M: 5 Y: 20 K: 5
C: 20 M: 15 Y: 25 K: 5
0
color palettes Sweet Blue
Lofty Blue
Pantone DS 246-6 U
Pantone DS 246-8 U
C: 50 M: 0 Y: 15 K: 0
C: 20 M: 0 Y: 5 K: 0
Sour Blue
Dark Chocolate
Pantone DS 247-3 U
Pantone DS 324-4 U
C: 95 M: 0 Y: 25 K: 10
C: 60 M: 100 Y: 100 K: 25
Coated Grey
Rich Orange
Pantone DS 41-9 U
Pantone DS 65-1 U
C: 20 M: 15 Y: 25 K: 5
C: 30 M: 90 Y: 100 K: 15
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typography
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Helvetica Neue
Helvetica Neue Ultralight
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm n opqrstuvwxyz 0123456789 !?@#$%^&()[]:;-+=/
ABCDEFGHIJKLM N OPQRSTUVWXYZ abcdefghijklm n opqrstuvwxyz 0123456789 !?@#$%^&()[]:;-+=/
typography Helvetica Neue Medium
Inai Mathi
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 !?@#$%^&()[]:;-+=/
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 !?@#$%^&()[]:;-+= /
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typography
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NEXA BOLD
NEXA LIGHT
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxy z 0123456789 !?@#$%^&()[]:;-+=/
ABCDEFGHIJKLM N OPQRSTUVWXYZ abcdefghijklm n opqrstuvwxy z 0123456789 !?@#$%^&()[]:;-+=/
typography
Blanch CAPS
Blanch caps light
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 !?@#$%^&()[]:;-+=/
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 !?@#$%^&()[]:;-+=/
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business system
CANDY CRAFT Clara Snyder 699 Higuera Street San Luis Obispo, CA 93401
November 14th, 2012
Dear Ms. Snyder,
I love Rocket Fizz and its atmosphere of the interior of the shop. The products are diverse, and I always enjoy the candy your shop provides. However I have noticed that the “Rocket Fizz” brand could be improved to better represent your wares. For instance, the logo only refers to your wide selection of sodas. I believe that there is a powerful opportunity to broaden your market by alluding to the rest of your taffies and other assorted candies. My proposed brand focuses on a wider selection of products that your shop provides, which will entice a larger amount of consumers. With this new direction, “there’s a candy for everyone’s pocket”, the rebrand focuses on your selection of candies and unusual soda flavors. Thank you for your consideration!
Sincerely,
Dylan Wright
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business system
699 Higuera Street San Luis Obispo, CA 93401
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business system 3.5”
0. 5” 2”
0. 875” 0. 5” 0. 5”
1.125”
25
1. 125”
1. 125”
business system 3.5”
0.38”
2”
0.09 ”
Nexa Bold
9pt/9.6pt
0.25” 0.09 ” 0.0 6 ” 0.1 25”
Nexa Light
9pt/9.6pt
Helvetica Neue 7pt/8.4pt
0.1 9 ”
0.33”
Inai Mathi 9pt/8.6pt
0.1 9 ” 0.0 6 ”
Nexa Light 9pt/8.6pt
0.235”
0.37 5”
0. 75”
0. 1 6 ”
2.2 1 5 ”
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business system 9.5”
0.31”
1.34 ”
4.125”
0.1 9 ” 0.31”
699 Higuera Street San Luis Obispo, CA 93401
1.9 7 5”
0.38”
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1. 4 4 ”
7.6 8 ”
Inai Mathi 10pt/9.6pt
business system 8. 5”
0.1 9 ” 1”
CANDY CRAFT 0.7 5 ” Clara Snyder 699 Higuera Street San Luis Obispo, CA 93401
November 14th, 2012
Dear Ms. Snyder,
I love Rocket Fizz and its atmosphere of the interior of the shop. The products
0.6 25 ”
Helvetica Neue
9pt/17pt
0.5 ”
Helvetica Neue
9pt/17pt
0.37 5 ”
Helvetica Neue
9pt/17pt
Helvetica Neue
9pt/17pt
0.3 1 3 ”
are diverse, and I always enjoy the candy your shop provides. However I have noticed that the “Rocket Fizz” brand could be improved to better represent your wares. For instance, the logo only refers to your wide selection of sodas. I believe that there is a powerful opportunity to broaden your market by alluding to the rest of your taffies and other assorted candies. My proposed brand focuses on a wider selection of products that your shop provides, which will entice a larger
11”
amount of consumers. With this new direction, “there’s a candy for everyone’s pocket”, the rebrand focuses on your selection of candies and unusual soda flavors. Thank you for your consideration!
5.7 47 ”
Sincerely,
Dylan Wright
0.6 25 ” 0.1 25 ” 0.7 5 ”
0.5”
1.1 3”
0. 31 ”
6 . 56 ”
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CANDY CRAFT