Cakeorate Brand Book

BRAND GUIDE BOOK

TA B L E O F C O N T E N T S BRAND HISTORY

BRAND ELEMENTS

ABOUT MISSION

COLORS TAGLINE ICON DO’S & DON’TS GRAPHICS

LOGO LOGO VARIATIONS SCALING PROPORTIONS TYPEFACES

BRAND HISTORY

ABOUT Cakeorate stems from the word Cake and Decorate. We are a cakery store and cafe that specialises in cake decorating personalisation and unusual customised cake designs. We cater to types of customers.

The first are those who come looking for a space to create and decorate their own cakes and cupcakes.

The second are those who simply want to enjoy eating quality and beautifully designed cakes and cupcakes in a creative and relaxed atmosphere.

OUR MISSION We want to be a place where creativity runs free. A space for the novice and professional cake artists alike.

We also want to rid generic cake design off the shelf, one pipe at a time. Cakes are our canvas, used to tell stories. It should be full of life and variety.

BRAND ELEMENTS

LOGO IS VERY VALUABLE TO US. IT IS OUR IDENTITY; THE HEAD THAT SITS ATOP OUR BODY SO RIPPING FROM IT IS LIKE DESTROYING OUR EXISTENCE.

CAKEORATE Our logo is first and foremost the main visual of our brand.

It mimics a caketopper with the pointy tip in the middle.

It is a combination of cake and decorate.

Pronouced as cay-eek-co-rate, not cake-o-rate.

LOGO This logo is to be used for all printed material or in relation with B2B and B2C. This includes all printed stationery (namecards, letterheads, invoice, envelope, etc). This includes all printed collateral, including retail packaging, hang tags, printed publications, photography, advertising, social marketing and artistic approach.

PROPORTIONS

x

x

SCALING

VARIATIONS

Full Color on Black

Full Color (Grayscale)

Single Color with Border

Single Color Border on White

Full Color on White

Full Color (B&W)

Single Color on White

Single Color Border on Orange

Full Color on Black

Single Color with Black Border on White

Single Color

Single Color Border on Black

TYPEFACE

TW CEN MT

WEB TYPEFACE

Cc

Cc

TW CEN MT BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdef ghijklmnopqrstuvwxyz0123456789!?’.”>:-; &@<,#$%^*()}{[]+=|\

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefg hijklmnopqrstuvwxyz0123456789!?’.”>:-;&@ <,#$%^*()}{[]+=|\

Cc

Arial

Cc

Cc

Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234 56789!?’.”>:-;&@<,#$%^*()}{[]+=|\

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz01234 56789!?’.”>:-;&@<,#$%^*()}{[]+=|\

Cc

Bready Alternates Demo

Century Gothic

ABCDEFGHIJKLMNOPQRSTUVWXYZab cdefghijklmnopqrstuvwxyz012345678 9!?’.”-&,^

ABCDEFGHIJKLMNOPQRSTUVWXYZab cdefghijklmnopqrstuvwxyz012345678 9!?’.”>:-;&@<,#$%^*()}{[]+=|\

OUR COLOURS

OUR SECONDARY COLOURS

GIVES US OUR VIBRANT PERSONALITY. WE ARE BOLD, FUN AND CREATIVE.

COMPLEMENTS OUR MAIN BRAND COLOURS.

C: 0 M: 0 Y: 100 K: 0 R: 255 G: 255 B: 255 HEX: #f7941d

C: 0 M: 50 Y: 100 K: 0 R: 247 G: 148 B: 30 HEX: #f7941d

C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 HEX: #000000

C: 0 M: 0 Y: 100 K: 0 R: 255 G: 242 B: 0 HEX: #f7941d

90%

80%

70%

60%

50%

40%

30%

20%

10%

DO’S & DON’TS. RULES EXIST TO MAINTAIN ORDER. IN THIS CASE, WE NEED THEM FOR COHESION AND BECAUSE IT LOOKS PRETTIER ANYWAYS.

DO

DON’T

SPACE AROUND THE LOGO. Leave a generous amount of space around the logo to let it breathe and to avoid clutter.

O CANNOT STAND WITHOUT THE TIP Never replace our pointy O with the letter O. It’s ugly.

USE WHITE WISELY. If the background is a dark image or black, white is permitted.

SPECIAL FX NOT ON LOGO. This means no drop shadow, emboss, glow on corporate material.

ROTATION IS NOT ALLOWED. It should sit properly and be legible on the material.

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cakeorate

OUR TAGLINE TELLS OUR CUSTOMERS WHAT WE ARE ALL ABOUT.

DECO Deco comes first. It is about our customers (cake artist) who can come to our store and create their own mastercake.

RATE Rate comes second. After decorating, our in-house judges will rate the cakes based on overall look and technique.

EAT. Eat comes last. We also run a cafe for our secondary customers to purchase and eat our cakes and cupcakes.

DECORATE IT! This is the hidden message within our tagline. You can only see it when you say it out.

deco.rate.eat

ICON

GRAPHICS

OUR SYMBOL AND OUR BRAND IMAGE. SO PEOPLE CAN IDENTIFY US WITH ONLY A SHAPE.

NUMBERED CUPCAKES. WE USE THIS FOR THE PUFFYCAKES CHALLENGE VIDEOS!