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About the product
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Logo Usage
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Colour Palette
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Icons
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Typography
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Letterhead
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Website
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Advertising
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Finale Comment
INTRODUCTION A hipster is defined as someone who is not following the current trend. They are different and not easily affected by other people. They clearly want to stand out. The focus of our identity is therefore standing out. Mr. Chipster is a combination of rich flavored potato chips and the unique qualities of a hipster put together in one box. We created this document to help communicate our branding to partners seeking to distribute Mr. Chipster on their shelves. We need to ensure that our distinctive and unusual potato chips brand maintains a consistent look and feel no matter where in the world it’s being sold. This guide is provided to keep the brand focused and unique.
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THE PRODUCTS As you may have understood, the chipsters are those who stands out from the crowd. We are different. We are unique. We are bold. We are chipsters. We are the chips that turn in to a bowl for the saturday night in front of netflix. We are the chips you can enjoy straight out from a bowl on a camping trip when you want more luxury. We are the chips you can create your own delicious dipping sauce with. We are also recycable, we are reusable, we are chipsters. Sit back, and enjoy.
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LOGO: DO’S
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used thoughtfully and consistently.
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Mr.Chipster brand and should be
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The logo is an integral part of
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The logo should most often be presented in white displayed on a background that represents the flavour, as shown to the left. In most cases where logo is being used on other than chips box, it will
illustrations.
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flavour in both typography and
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using the colours of represented
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be used on a white background
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BUT: Displayed on any dark-colored background it must be in white.
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LOGO: DON’TS The Mr.Chipster logo is a-symmetrical and clean. Refrain from using any colors that will not resemble one of the available chips flavors for both logo and background. Ensure that opacity of logo is no less than 40% if needed. No less than 5% if used as background. It’s orientation should never be presented in any other way than with the brand-name stretching clockwise from 9 to 3. To ensure that the logo does not get crowded, the chips and sircle cannot be more than between 10pt and 15pt in line weight.
A. Don’t use non-representative colours B. Don’t set opacity any lower than 40% when not used as a background. C. Don’t change the composition of the logo elements. D. Don’t decrease or increase size of chips and/or mustache. E. Don’t increase or decrease lineweight unproportianlly F. Never outline mustache G. Never rotate logo H. Never stretch or squash I. Never add drop shadow or any other effect such as bevel, emboss, gradient etc.
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LOGO: CLEAR SPACE To preserve the Mr.Chipster logo’s integrity and to ensure legibility , the logo must be surrounded by a minimum amount of clear space. This will isolate the logo from competing graphic elements, such as text, icons or other patterns that may divert attention. The minimum clear space for the logo is the hight of the “M” in the wordmark.
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The primary colours are key indicators of the main and first flavours introduced to consumers. White is most often used for typography and icons, while the colours; red, green, creme-white and yellow act as main colours. Additionally, the opacity and/or tone of each color can be adjusted to create more depth within the design.
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COLOUR PALETTE
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PANTONE 1 7621 C
PANTONE 555 C
R: G: B:
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178 32 40
C: 20.79% M: 100% Y: 95.07% K: 12.02%
45 114 80
C: M: Y: K:
81.99% 33.31% 77.83% 21.09%
PANTONE 2 485 C
PANTONE 2 355 C
PANTONE 726 C
PANTONE 603 C
R: G: B:
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227 193 158
C: 10.82% M: 23.67% Y: 38.8% K: 0%
240 224 73
C: 8.03% M: 4.55% Y: 84.05% K: 0%
PANTONE 2 7506 C
PANTONE 2 3965 C
PANTONE 484 C
PANTONE 7523 C
R: G: B:
R: G: B:
160 49 35
C: M: Y: K:
24.99% 91.54% 98.83% 20.12%
PANTONE 2 7620 C
175 93 86
C: 2.44% M: 72.03% Y: 62.61% K: 9.74%
PANTONE 2 486 C
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ICONS As seen on the previous side, all the chips flavours are presented as icons. Simple, minimalistic line art that all hipsters like. We appreciate a different way of art, a more unique way of showing consumers what they are getting a taste of. It’s not like everything else. No coloursplashes and juicy cheesey bites, we’re over that. This is the chipster way. These can be presented in white or colours that represents each flavour, from chili red to yellow cheese.
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THE ART OF: TYPOGRAHY Typography is a powerful brand tool when used consistently. This set of typefaces best represents the minimalistic and unique feel of the brand and should be used across all print & web applications. There is no serif font used for our brand, as Mr.Chipster breaks the rules of typical typography, as we want to stand out.
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SIFONN UPPERCASE Use for headlines. lowercase use for subheads or to outline certain words.
ADAM CG PRO. UPPERCASE Use to state or explain messages of headline
AB C D E F G H I J K L M N O P Q R S T Y V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 @ ? ! # $ % & / ( ) =
ABCDEFGHIJKLMNOPQRSTYV WXYZ 1234567890 @?!#$%&/()=
CENTURY GOTHIC UPPERCASE & lowercase use for body text minimalistic aesthetic
ABCDEFGHIJKLMNOPQRSTYVW XYZ abcdefghijklmnopqrstuvwxyz 1234567890 @?!#$%&/()=
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LETTERHEAD & BUSINESSCARD As displayed to the right, the letterhead is fairly simple using the typography throughout the whole design. The logo is displayed top left in its own margin, together with name, position, address, contact info and social media bottom left. The backside includes the flavoured icons of the brand with the logo presented in white on top.
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18.05.2017
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Dear valuable costumer
Lorem ipsum dolor sit amet, consectetur adipiscing elit. In imperdiet neque velit, vitae eleifend tellus commodo nec. Curabitur at eros at ante ultricies sollicitudin. Proin eu aliquam orci. Etiam diam ipsum, aliquam ut mi at, molestie fermentum magna. In lorem orci, auctor nec diam vitae, bibendum fermentum turpis. Ut vel nisl faucibus, finibus magna eget, molestie orci. Mauris elementum mauris turpis, ac viverra tellus lacinia at. Nulla viverra magna est, posuere semper eros sollicitudin laoreet. Aliquam iaculis mattis enim, quis consectetur metus mollis vitae. Pellentesque nec dolor suscipit, tempus justo laoreet, vestibulum leo. Morbi finibus rutrum tortor a mattis. Aenean in ornare enim. Quisque non dui eu ex consequat facilisis ut non massa. Integer rutrum tellus luctus lorem venenatis, nec iaculis tellus aliquam. Fusce vel imperdiet nulla. Fusce et ullamcorper arcu. Quisque at lorem at risus aliquet faucibus nec eu lorem. Maecenas dapibus tellus a neque eleifend ultricies. Phasellus eget sem vel felis lacinia congue sed non purus. Maecenas pretium tempus dapibus.
HOWARD KONGSTEIN CHIPSTER CEO EST. 2017
SINCERELY HOWARD KONGSTEIN CHIPSTER CEO
62 MOOLOOLABA ROAD QUEENSLAND, AUS 4557 0411 325 982 KONGSTEIN@CHIPSTER.COM.AU HTTP://CHIPSTER.COM.AU TWITTER FACEBOOK INSTAGRAM
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WEBSITE As displayed to the right, the website is very minimalistic using most images and an easy search tool on the website. The logo is displayed in the middle that makes it easy to see that this is Mr.Chipster’s website. The essential navigation buttons are located top right hand corner “home, contact, about us” then with a drop-down menu provided for easy access around the website, if you don’t know what to search for.
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INSTAGRAM PROFILE An awesome instagram with an updated feed daily or weekly. Hipster inspiration and outfits. The way to become a chipster. For fans and other awesome guys and girls out there. Introducing new chips and dip mix flavours. To continue the chipsters way of life, the instagram are to say very little. Only hashtags on posts as we don’t want to tell the customer our thought, we want the customer to comment their own opinions.
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ADVERTISING The advertisements created for Mr.Chipster are to follow the same feel and simplicity as every other aspect of the brand. Remember, the focus of our identity is standing out and the icons that represents the different flavours is a great way of standing out. There will always be a cohesive representation from letterhead, to advertisements to our instagram feed and updates. The advertisements are to be placed at shopping centres and across the cities, but also in magazines, such as “inventory”. This is a magazine with the intent of expressing a unique set of social and cultural interests and focuses on design and craftsmanship and promotes the people who are not necessarily part of the latest trend. It’s a magazine for quality and taste over a longer period of time.
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FINALE COMMENTS These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications. But if you are ever in doubt, just refer back to this document or feel free to get ahold of me (kongstein@live.no).
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