Whipper Snapper Brand Standards Manual by Haley Williams

WHIPPER SNAPPER BRAND STANDARDS MANUAL

ART 323 Graphic Design II I Professor Jane Dorn, Spring 2017 I

Haley Williams, 2017

WHO WE ARE Whipper Snapper is an American snack cake brand that has stood the test of time in both quality and taste. We are committed to continual serving the many generations that have and will enjoy our snack cakes for years to come. Our brand challenges customers to reflect on the past and look towards the future.

TABLE OF CONTENTS BRAND IDENTITY PURPOSE 1 MISSION, VISION, & VALUES 2 LOGO AND LOGO APPLICATION 3 logotype 4 lockup options 5 clearspace 6 minimum size 7 LOGO COLOR & APPLICATION 8 background images 10 rules of usage 12 SYSTEM TYPOGRAPHY 14 BRAND IDENTITY PACKAGE 18 letterhead 20 interior envelope 21 envelope 22 business card 23 TOUCHPOINTS 24 CREDITS

BRAND IDENTITY PURPOSE The purpose of this document is to help us work to establish consistent communications that build Whipper Snapperâ&#x20AC;&#x2122;s reputation in the communities that we serve. Adhering to these guidelines will aid us in creating materials that speak your audiences while maintaining a unified voice. Any Questions should be directed b email to Whipper Snapperâ&#x20AC;&#x2122;s Corporate Office at marketing@whippersnapper.com.

MISSION, VISION, & VALUES MISSION Our goal is to provide customers with a variety of quality and taste snack cakes that allows them to enjoy the little things in life. VISION We take pride in our humble beginnings and desire to continually teach generations to appreciate the past. In doing this, Whipper Snapper utilizes an iconic style and steady brand equity to appeal to a variety of generations. VALUES One of our biggest value at Whipper Snapper is the freshness of our snack cakes. This concept goes for the quality of our cakes, the memories customers create, and the relationships we have and will continue to build with our clients.

LOGO & LOGO APPLICATIONS The Whipper Snapper logo have been crafted with our company goals and standards in mind. The following pages contain necessary information concerning the way in which Whipper Snapperâ&#x20AC;&#x2122;s logo both should and should not be used in branding, advertising, and promotion.

LOGOTYPE Whipper Snapperâ&#x20AC;&#x2122;s logo is composed of one element, the logotype is often paired with tagline. The primary one that will be used is the vertical lockup, to ensure scaleability across all platform will not be an issue. The two letter of Whipper Snapper may be paired on packaging and promotional material, but only when declared necessary.

LOCKUP OPTIONS In order to preserve brand recognition and consistency, Whipper Snapper logotype, brandmark and tagline may only be used in the following ways.

CLEARSPACE The following examples showcase the clearspace and all components of the logotype. Clearspace is defined as the necessary empty space around the logotype. This space should always be free of test, images (unless the logo appears over an approved background images), or any other visual elements. While clearspace represents the minimum area amount of space around the logotype. More space is always prefered if the design allows.

MINIMUM SIZE For Whipper Snapper to maintain our visual identity requires careful consideration to clarity and the legibility of the brand to create strong brand recognition.

W: 2.21 H: 1.22

If these designated sizes are taken into consideration, the logos legibility will remain across the multiple platforms Whipper Snapper has.

T H E F L A S H B AC K S N AC K

W: 1.46 H: 0.64

T H E FL A S H B AC K S N AC K

W: 1.65 H: 0.71 TH E F L AS H BAC K S N AC K

LOGO COLOR & APPLICATION Colors were carefully chosen for Whipper Snapperâ&#x20AC;&#x2122;s logo that are fun and timeless but are muted tones and not overbearing, that evokes a sense of notsalgia. Strict adherence to these outlined color builds is mandatory in all branding materials such as advertising and promotions. When possible, use the below color combinations so that the logotype has two or three colors. The logo may bee seen on white on the approved gray build below.

PANTONE 173 U PANTONE 173 C RGB 207 69 32 HEX #FF4F00 CMYK U 0 70 100 0 CMYK C 0 69 100

PANTONE 173 U PANTONE 173 C RGB 207 69 32 HEX #FF4F00 CMYK U 0 70 100 0 CMYK C 0 69 100 6

PANTONE U BLACK PANTONE C BLACK RGB 0 0 0 HEX #FFFFFF CMYK U 0 0 0 100 CMYK C 0 0 0 100

LOGO COLOR: greyscale When the traditional color system presented on the previous page can not be used, such as a over a photo or backgrounds other than white. This specified greyscale builds should used.

T HE F L A S HB AC K S N AC K

T HE F L A S HBACK S N ACK

THE FL ASHBACK SNACK

PANTONE U BLACK PANTONE C BLACK RGB 0 0 0 HEX #FFFFFF CMYK U 0 0 0 0 CMYK C 0 0 0 0

PANTONE 423 U PANTONE 423 C RGB 149 149 149 HEX #959595 CMYK U 0 0 0 50 CMYK C 0 0 0 50

PANTONE U WHITE PANTONE C WHITE RGB 255 255 255 HEX #000000 CMYK U 0 0 0 0 CMYK C 0 0 0 0 9

COLOR PALETTE: secondary colors To allow for flexibility and versatility, the solid white Whipper Snapper brandmark can be placed on any of these colors. Due to the wide variety of snack cakes Whipper Snapper makes, these are the designated color builds for three of the seventy-five varieties we carry.

PANTONE U WHITE PANTONE C WHITE RGB 255 255 255 HEX #000000 CMYK U 0 0 0 0 CMYK C 0 0 0 0

PANTONE U BLACK PANTONE C BLACK RGB 255 255 255 HEX #000000 CMYK U 0 0 0 0 CMYK C 0 0 0 0

PANTONE 1788 U PANTONE 1805 C RGB 111 26 33 HEX #6E1A21 CMYK U 0 100 100 0 CMYK C 5 96 80 22

PANTONE 1788 U PANTONE 1805 C RGB 175 39 47 HEX #AF2D2D CMYK U 0 100 100 0 CMYK C 5 96 80 22

PANTONE 129 U PANTONE 143 C RGB 247 179 52 HEX #F7B334 CMYK U 0 20 100 0 CMYK C 0 35 85 0

PANTONE 255 U PANTONE 2612 C RGB 65 24 72 HEX #401848 CMYK U 40 100 0 10 CMYK C 64 100 0 14

PANTONE 2728 U PANTONE 2736 C RGB 24 37 170 HEX #1825AA CMYK U 100 80 0 0 CMYK C 100 91 0 0

PANTONE 632 U PANTONE 7459 C RGB 66 152 181 HEX #00C1DE CMYK U 100 5 20 0 CMYK C 72 9 9 13

BACKGROUNDS IMAGES Never use the full color logo or black and gray logo over anything except white. These two examples demonstrate the correct usage of the logo over a unique background. A semi-blurred or simple image that contrasts the logo are the most successful. When a background is intentionally out of foucs, or is not a busy composition, it does not distract from the Whipper Snapper logo.

RULES OF USAGE

Do not use effects on the logo.

In order to preserve the brand identity, all aspects of the visual identity must be regulated. The following images depict examples of incorrect usages of the logo. Do not reflect logo.

Do not alter preset logo and tagline colors.

Do not tilt the logotype.

Do not stretch logo.

Do not straighten the logotype.

Do not place logo on an unapproved color.

Do not place logo on a hig-key image.

Do not place logo on a face.

Do not place logo on a busy image.

Do not reduce opacity of logo.

Do not place logo on similar color image.

SYSTEM TYPOGRAPHY Whipper Snapper’s typographic system is designed to be clean, harmonious, and timeless. The system applies to all aspects of the brand identity including digital touch points, collateral materials. The typographic system is made up of two type families Funkydori and Brandon Grotesque. All weights and styles of these two families are part of Whipper Snapper’s brand standards, but note the following specifications: Logotype should be set in Funkydori Regular. Headers should be set in Brandon Grotesque Bold (all majuscules) with kerning adjustments. Copy should be set in Brandon Grotesque Regular.

Funkydori Regular Funkydori Bold

BRANDON GROTESQUE THIN BRANDON GOTESQUE THIN ITALIC BRANDON GROTESQUE LIGHT BRANDON GROTESQUE LIGHT ITALIC BRANDON GROTESQUE REGULAR BRANDON GROTESQUE REGULAR ITALIC BRANDON GROTESQUE MEDIUM BRANDON GROTESQUE MEDIUM ITALIC BRANDON GROTESQUE BOLD BRANDON GROTESQUE BOLD ITALIC BRANDON GROTESQUE BLACK BRANDON GROTESQUE BLACK ITALIC

SPECIMEN When letterheads or mailing addresses are being typed on a computer that does not have the typeface, Brandon Grotesque, the letter and address may be typed in Calibri Light. However, these are the only instances where Calibri may be used.

Calibri Light Calibri Regular Calibri Bold

WEB SPECIMEN In order to communicate the same quality, timeless experience we have chosen to continue using the type family Brandon Grotesque for the Whipper Snapperâ&#x20AC;&#x2122;s online platform. This web font includes all of the same weights as the standard Brandon Grotesque, this will help Whipper Snapper to stay cohesive throughout all of our typographic needs. Thus, Brandon Grotesque should be treated in the same manner as it is for print. With Brandon Grotesque Bold or Medium in all Majuscules for the headers and Brandon Grotesque Regular for all copy for the web platforms.

TAGLINE The minimum size the logo can appear with the tagline is 2.21”W x 1.22”H. However, the tagline can be used on its own with the logo, using the appropriate clearspace. The tagline should always been in Brandon Grotesque Bold, all majuscules with kerning adjustments made fifty plus the preset type size. The tagline may appear in these appropriate color builds.

THE THE THE THE THE THE THE THE THE THE

FL ASHBACK FL ASHBACK FL ASHBACK FL ASHBACK FL ASHBACK FL ASHBACK FL ASHBACK FL ASHBACK FL ASHBACK FL ASHBACK

SNACK SNACK SNACK SNACK SNACK SNACK SNACK SNACK SNACK SNACK 17

BRAND IDENTITY PACKAGES Whipper Snapper seeks to leave a lasting impact on everyone, so it is essential that every aspect of the brand package convey the goal that embodies the brands ideas and values. The brand identity package sets the tone of the company and creates a memorable experience for both the customers and employees.

0.3

LETTERHEAD 0.3

FORMAT 8.5” x 11” PAPER TYPE Mohawk Loop Inxwell Super Smooth Eco White 80T

0.9 0.4

2.6

BODY TYPEFACE Calibri Light FOOTER COLOR PMS 173 U

0.5

FOOTER TYPEFACE Brandon Grotesque Medium 9 pt.

0.3

0.2

ENVELOPE 0.2

FORMAT 9.5” x 4.125”

4.1

PAPER TYPE Mohawk Loop Inxwell Super Smooth Eco White 80T SEND ADDRESS TYPEFACE Calibri Light 10 pt. BACK FLAP PMS 173 U Brandon Grotesque Bold 17pt. RETURN ADDRESS PMS White U Brandon Grotesque Medium 9pt.

0.9

1.9

3.1

1.9 0.2

INTERIOR ENVELOPE PAPER TYPE Mohawk Superfine Smooth White 24W

BUSINESS CARDS 0.3

FORMAT 3.5” x 2” PAPER TYPE Mohawk Loop Inxwell Super Smooth Eco White 80T

0.6

Interior Flap: Mohawk Superfine Smooth White 24W FRONT Logotype and Tagline size? BACK Name: Brandon Grotesque Medium 11 pt. (all majuscules) Title & Info: Brandon Grotesque Regular 10 pt.

0.4

1.5

0.2 0.4

0.6

TOUCHPOINTS The following pages include mockups of branding, promotional and advertising materials that are applicable for Whipper Snapperâ&#x20AC;&#x2122;s brand identity.

CREDITS Thank you to the websites below for letting me use thier photos and mockups for examples. iii. 3 11 11 13 13 13 13 13 18 19,20,21,22,23 22 24 25

oatmeal creme image doughnut image oatmeal cookie images pancake image red head image ocean image high-key image city building image analogous building image cookie image stationary mockup open envelope mockup cookies on plate image realistic business cards

unsplash.com unsplash.com unsplash.com unsplash.com unsplash.com unsplash.com unsplash.com unsplash.com unsplash.com unsplash.com graphicriver.net pixden.com unsplash.com graphicburger.com

26,27,28 29,30,31 32,33 34 34 35 36 37,38,39 40 41 41 42 43

paper tube mockup paper tube mockup paper tube lid mockup canvas tote mockup pin mockup mug mockup truck mockup macbook mockup iphone mockup instagram ad mockup cardboard box mockup stamp mockup wax seal mockup

graphicriver.net graphicriver.net graphicriver.net graphicburger.com graphicburger.com graphicburger.com graphicburger.com pixden.com graphicriver.net adparlor.com pixden.com graphicriver.net graphicriver.net