STYLE GUIDE 2015
Introduction Make the Connection Inside this book you will learn about Confection Connection and why we do what we do. Do we offer the best treats that bring delight from your head to you feet? Yes we do! We offer the sweetest confections that melt in your mouth and bring you a little happiness with every bite. A treat that reminds you of the good old days when your mom made you sweet treats with love. But, these are not your mom’s confections. These delectable treats are made from all the best natural ingredients and contain no high fructose corn syrup. We also offer vegan and gluten free options. We want to deliver the reward everyone deserves but we want to look good doing so. This guide will outline the visual elements that make up the Confection Connection brand. When used correctly and applied to various print and web materials, cohesive assets will be produced that fit into the Confection Connection brand.
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table of contents 3
Introduction
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Tone of Voice
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Logo & Logo Usage
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Typography
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Color Palette
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Photos & Design Elements
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tone of Voice narrative Everyone deserves a reward, a little something sweet that brings delight from your head to your feet. That sweet confection that melts in your mouth and brings you a little happiness with every bite. A treat that reminds you of the good old days when your mom made you sweet treats with love. But, these are not your mom’s confections. These delectable treats are made from all the best natural ingredients and contain no high fructose corn syrup. We also offer vegan and gluten free options. These treats are the reward you seek at the end of the day, the comfort food you need when feeling alone or down, and they’re perfect for sharing a little bit of delight and happiness with others. So why don’t you treat yourself to Confection Connection?
voice of the campaign Confection Connection delivers sweet treats from the heart. The voice of Confection Connection is represented in the first person form of ‘we’. The goal is to speak like a person, like a friend, from the heart. A warm, genuine, friendly, fun voice and tone that is like the best friend you love to hang out with. We always want you to have a reason to treat yourself to Confection Connection.
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Directive Words When writing copy for Confection Connection we want to make sure that the best representation is perceived. Here is a list of some good words to use and some bad words that should be avoided.
Good Words:
bad Words:
• Hip • Fun • Tasty • Blissful • Nostalgic • Scrumptious • Laid – back • Friendly • Yummy • Wonderful • Tantalizing • Delicious • Delightful
• No • No • No • No • No
Swearing Slang Vulgarity High tech terms Political or religious references
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logo & logo usage full color
transparent
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single color
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Clear Space Everyone needs a little personal space, and so does our logo. Our logo must be clearly displayed and free from distractions. When measuring clear space around the logo, use the ‘frosting and decoration’ from the Confection Connection cupcake in the logo mark as a guide as shown below.
scale The Confection Connection logo should be depicted no smaller than 1.73in (125px) wide by 1.41in high (101px).
1.41in (101px)
1.73in (125px)
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Logo Do’s
Logo Don’ts
Don’t use in cluttered backgrounds
Don’t stretch or squeeze
Don’t use with alternate colors
Don’t use as an outline 11 11
typography header
Mensch boldinline
subheader
Mensch regular
abcdefgh ijk lmnopqr x tuv wxy z 1 234567890? !;.,
abcdefghijk lmnop qr x tu v w xy z 1 2 3 4567890?!;.,
body copy
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Quicksand Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Xx Tt Uv Ww Xx Yy Zz 1234567890?!;&.,
color palette FUDGtastic RGB 54 28 62 CMYK 77 91 44 50
oaty goodness RGB 184 150 123 CMYK 28 40 53 2
screamsicle RGB 102 188 177 CMYK 59 4 35 0
pink glaze RGB 205 131 179 CMYK 17 58 3 0
stachio RGB 183 199 126 CMYK 31 10 63 0
cream dream RGB 241 234 204 CMYK 5 5 22 0 13 13
photo & design elements Photography Here are some examples of our preferred photography. Our photos feature our delightful sweet confections. We like the focus to be on the ingredients and the confections themselves. Our photos are bright, colorful, cheerful, and look very tasty.
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Icons / Shapes At Confection Connection to match our fun, friendly tone and voice we use curvilinear shapes and icons in our promotional materials. We maximize on the, “treat yourself,� slogan by using the gumball machine imagery that represents the surprise treats you find in them. We also like to use candy wrapper vector as an additional design element.
Textures / Patterns To evoke a nostalgic feel, Confection Connection uses a radial shape vector in some promotional material as well as a halftone pattern with opacity.
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