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Help Save the Planet One Scoop at a Time
Brand Guidelines
Boulder Ice Cream
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Introduction Boulder Ice Cream offers organic ice cream that is made from all natural, pure ingredients. Our products are minimally processed without artificial ingredients, preservatives, and provide customers with the freshest high quality organic ice creams. Our values are focused on organic food production and sustainable practices to help leave minimal impact on the planet. We work with local dairy farms that produce milk and cream without any use of toxic pesticides and fertilizers. Furthermore, we are an co-friendly company who uses alternative energy sources to minimize impact on earth. 3
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Table of Contents
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1.0 Research
3.0 Style Guide
1.1 1.2 1.3 1.4
3.1 3.2 3.3 3.4 3.5
Introduction Research Paper Creative Brief SWOT Analysis
Logo Usage Logo dos & donts Typography Color Palette Imagery
2.0 Creative Development
4.0 Design Solutions
2.1 2.2 2.3 2.4 2.5
4.1 4.2 4.3 4.4
Moodboards Logo Redesign Social Media Concepts Website $ Mobile App Concepts Print Ad Concepts
Social Media Website & Mobile App Print Ads Billboard
1.0 Research
3.1 Introduction 3.2 Research Paper
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3.3 Creative Brief 3.4 SWOT Analysis
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1.2 Introduction Headline Boulder Ice Cream offers organic ice cream that is made from all natural, pure ingredients. They work with local dairy farms that produce milk and cream without any use of toxic pesticides and fertilizers. Their products are minimally processed without artificial ingredients, preservatives, and provide customers with the freshest high quality organic ice creams. Boulder Ice Cream is an eco-friendly company who uses alternative energy sources to minimize impact on the environment. Boulder Ice Cream will continue to maintain its promise to use organic ingredients from local dairy farms that do not use pesticides and fertilizers while minimizing impact on the environment and raise awareness about environmental issues. This paper will discuss the reasons why Boulder Ice 8
Cream is more successful than other organic ice cream companies. By working to save endangered land and focusing on increasing their eco-friendly practices, Boulder Ice Cream will stand out from its competitors. To give Boulder Ice Cream an advantage over its competitors, some ideas in this paper will focus on availability, location, health, economics, environmentally friendly practices and variety. Boulder Ice Cream targets families and young children to buy and enjoy their healthy treats. Opportunities for Boulder Ice Cream are to sustain and increase use of alternative energy by practicing other types besides wind power. They have the potential to expand and offer a variety of flavors and frozen desserts. In turn they will be
Sub-head expanding their customer base because of variety and offering different products that are unique. To build a stronger brand entity in the organic industry availability is key for the success of building a brand and for customers to recognize and relate to Boulder.
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3.0 Style Guide
3.1 Logo Usage 3.2 Dos & Donts 3.3 Typography
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3.4 Color Palette 3.5 Imagery
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3.1 Logo Usage The re-designed logo consist of the company name “Boulder Ice Cream� in Gill Sans Ultra Bold with an abstract ice cream cone symbol to the right. The logotype is a graphic representation that is unique and is designed for easy recognition and differentiation. Is is the face of the brand and a key element of Boulder Ice Creams identity. To maintain this identity, it is essential that the logo be consistent throughout all media and marketing channels.
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It is acceptable to use different colors backgrounds as long as the logo is legible. Different versions of the logo are available such as a knocked out white version as well as an all black version for use in mediums that require no color in the logo. See examples below as a visual reference.
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3.2 Logo Dos & Donts The logo should be an acceptable distance from other elements and should not be used smaller then the minimum size.
Clear Space
B
B
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Width: 2.0972
B
Boulder Ice Cream
Minimum Size
Boulder Ice Cream
Do not alter the logo by squishing, distorting, modifying color or orientation, placing on a pattern, texture or photo that will make it not legible. Rotating, flipping or using separate parts of the logo are not acceptable. Unacceptable Usage X Do not alter the horizontal scale of the logo. Boulder Ice Cream
Boulder Ice Cream
redluoB maerC ecI
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Boulder Ice Cream
Boulder Ice Cream
Boulder Ice Cream
Boulder Ice Cream Colorado
Do not alter the vertical scale of the logo.
er m d ul rea o B eC Ic
Do not adds words or graphic element that will interfere with the logo.
3.3 Typography I chose to use CF Crack Bold as the typeface for headlines because its bold and plays on the word Boulder. This font was used in one of my last logo designs and I felt it was very fitting for the name Boulder Ice Cream however I did not chose that logo design as my final but would still like to incorporate this font into the brand. The font is eye catching especially when used with effects which will work well with advertising materials. Rockwell Bold will be the primary font used in headlines and some call to actions. Century Gothic Regular is the typeface that will be used for the body copy and call to action since it’s legible and easy to read. The tone for copywriting will be upbeat, happy, positive, bold, playful and environmentally friendly.
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Headines Align Center Rockwell Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Body copy/sub-head Century Gothic Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Alternative Headline when legible Rockwell Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
3.4 Color Palette The bold palette offers dynamic, vibrant, and energetic colors. These characteristics are important for Boulder Ice Creams campaign especially since the logo includes three colors from the color palette. The colors in the palette stand out against bland designs since they are bright and saturated colors that “pop� on dark and light backgrounds. The mood and personality of the brand is complemented by this color scheme. The bold colors help counterpart the bold typography, copy writing style and abstract imagery.
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Pantone 660 C
Pantone 376 C
Pantone 219 C
R 136 G 197 B 64
R 33 G 122 B 189
R 210 G 39 B 129
C 51 M 0 Y 100 K 0
C 83 M 46 Y 1 K 0
C 13 M 96 Y 13 K 0
R 247 G 140 B 34 Pantone 144 C
C 0 M 54 Y 97 K 0
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Pantone 7404 C
R 253 G 213 B 0 C 2 M 13 Y 100 K 0
3.5 Imagery Photography will capture people in the moment of enjoying ice cream and helping the planet. The mood and emotion will portray happy, healthy, and energetic personalities. Other supporting imagery can be vector based as well and will also represent abstract and positive feelings. These images are innovative and create an abstract approach that will represent outside of the box visuals. This “look and feel� will attract families and children since the visuals are interesting and colorful. For Boulder Ice Cream to be different from its competitors the abstract images and bold colors will set them apart. Showing ingredients in a different way will catch the customers interest and give them a visual way to identify with Boulder Ice Cream.
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4.0 Design Solutions
4.1 Social Media 4.2 Website & Mobile App
4.3 Print Ads 4.4 Billboard
4.1 Social Media Social media plays a huge role in the Help Save the Planet One Scoop at a Time campaign because it directly targets the audience by allow consumers to be involved and share their thoughts about Boulder Ice Cream through social media. Whether its a comment or like on Facebook or a video post on YouTube or a photo on Instagram. These are fast and free types of media that will spread the word of Boulder Ice Creams organic flavors and portray their involvement in the environment. Social media will build loyalty with customers and increase brand exposure. This creates engagement that the customer can be involved in. Is is also a line of communicate that is more direct then say print advertising. Its a cheaper type of media that reaches a larger audience. Social media will help reach potential customers while extending the brands audience.
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4.2 Website & Mobile App A revamped website is clean and appealing while keeping the existing layout and menus. The current information is relevant and does not need to change since a lot of the content is informative to the consumer. The redesign will display well across various platforms. It is important to update the site to match the new brand image and also for consistency across other media such as Facebook and the mobile app. This redesign changes the bran image to create interest. Creating a consistent modern online image will help communicate and define what the brand is. The revamped website will improve user experience by creating a more user friendly site that is engaging. This also builds brand equity and gives the user information in that is easy to find.
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The mobile app gives customers 24/7 accessibility and states of orders placed online through the website or mobile app. The app will be at the customers finger tips and allow for some choices when purchasing. This is a easily accessible way for anyone with a smart phone to order their favor type of ice cream and have it delivered to their door within a short period of time. The app will also help customers locate restaurants and stores that offer Boulder Ice Cream. The app lets the consumer locate a solar powered ice cream stand that only offers Boulder Ice Cream products. The app will connect with users on a more personal level.
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4.3 Print Ads Print advertisements such as magazines target a more specific audience base on what type of magazine a Mom, teenager, or even a fisherman would purchase and read. Through this type of media communications will drive customers to the website while focusing on Eco-friendly practices and new products that Boulder Ice Cream has to offer. Print ads persuade prospective customers to trust and believe in your brand thus increasing the brands audience. Prints ads will communicate the benefits of the product and include facts about Boulder Ice Cream involvement with Eco-friendly practices.
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4.4 Billboards Billboard advertising is important medium for reaching audiences of all ages and lifestyles no matter what their income is. Billboards can reach families and professionals driving to work as well as students going to class. Billboards also reach large amount of people in a short period of time especially if placed near a busy highway or near a city. Billboard advertising will increase brand awareness and extend the customer base for Boulder Ice Cream.
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A Rebranding Campaign 32
Help Save the Planet One Scoop at a Time
Boulder Ice Cream Second Designs for front/back covers
Boulder Ice Cream 33
Second Designs for front/back covers
Boulder Ice Cream
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