TABLE OF CONTENTS
1 3 5 7
Introduction
The Logo
Alternative Element
Incorrect Usage
9 11 13 17
Color Palette
Typography
Stationery
Packaging
INTRODUCTION
Personality
Crumbs is a bakery that offers freshly baked bread, pastries, sweet snacks and sandwiches. One special thing is that the bakery also offers Vietnamese traditional types of bread and pastry. Our goal is to create a modern, bold, friendly, authentic identity that has to be special enough to stand out from many other bakeries in the city. It also has to create a traditional Vietnamese feeling. We focus on people of all ages but mostly on people age twenty and above.
1.2
Concept
Base on the personality of Crumbs Bakery, the concept for our identity design takes inspiration from the old traditional Vietnamese floor tiles. Using basic colors of the floor tiles, which are red, green and yellow, this identity design has the look and feel of traditional Vietnam but it is also clean and modern.
THE LOGO
Spacing between elements
Clear space
Minimum sixe for print
1,5 cm
3.4
Full color versions
Grayscale vesions
Reversed versions
ALTERNATIVE ELEMENT
The alternative element is a geometric graphic of the letter “C” (which stands for Crumbs), inspired by the traditional floor tiles of Vietnam back then. There are two types in which the letter “C” is red and green on a tile pattern. When using the alternative element, the red version or the green version should never stands alone. Both of them should always be next to each other.
5.6
At Crumbs, most of our applications are designed to have a pattern. This pattern is a composition of the alternative graphic elements. It also has a grayscale version as shown on the left.
INCORRECT USAGE
7.8
COLOR PALETTE
CMYK: 61 20 72 34 RGB: 79 119 78
CMYK: 28 100 100 35 RGB: 132 22 24
CMYK: 23 100 100 14 RGB: 172 32 36
CMYK: 20 37 100 0 RGB: 209 160 44
9 . 10
CMYK: 8 15 40 0 RGB: 234 210 162
CMYK: 0 0 0 30 RGB: 188 190 192
CMYK: 0 0 0 70 RGB: 109 110 113
CMYK: 0 0 0 80 RGB: 88 89 91
TYPOGRAPHY
Avenir Next Condensed Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 BlairMdITC TT Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
11 . 12
Avenir Next Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir Next Demi Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
STATIONERY
Business card Card size: 5,8 x 5,8 (cm) Logo width: 1,5 (cm)
13 . 14
HA TRAN Executive Chef hathedesi@gmail.com
157 Le Thanh Ton, D.1, HCMC (08)38242217 www.crumbs.com
Letterhead Paper size: A4 Logo width: 3,6 (cm) Company’s information: Avenir Next Medium 8pt Address: 157 Le Thanh Ton, D.1, HCMC . Telephone: (08)38242217 . Website: www.crumbs.com
STATIONERY
Envelope Logo width: 3,6 (cm)
Address: 157 Le Thanh Ton, D.1, HCMC . Telephone: (08)38242217 . Website: www.crumbs.com
15 . 16
Company’s information: Avenir Next Medium 8pt
Envelope front and back template on A4 paper
PACKAGING Paper bag template Front side
20 cm
20 cm
20 cm
17 . 18
Paper bag template Back side 20 cm
20 cm
20 cm
PACKAGING
Wrapping paper and sticker The grayscale version of the pattern is printed on all wrapping papers.
19 . 20
Wrapping paper and sticker Sticker size: 3,8 x 2,5 (cm). Logo width on sticker: 2,7 (cm).