brand guidelines version 1.0 ScotlandsFamilyBaker.com
contents 04
introduction
corporate typefaces
printed material 21 Business cards
logotype
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Tagline
22 Letterhead & compliment slip
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Logotype
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Primary typeface
23 Labelling example
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Exclusion zone
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Secondary typeface
24 Packaging example
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Mono
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Tertiary typeface
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Coloured
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Coloured inverted
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Misuse
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Illustrations
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Positioning
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Tartan
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Sheaf supergraphic
colour palette 12
Brand colour palette
ScotlandsFamilyBaker.com
imagery
introduction it is important to keep the look of the smiths brand consistent at all times.
these brand guidelines have been designed for the purposes of retaining the strength of the brand and consequently the overall style and outlook of the company in the years ahead. 4
smiths brand guidelines
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logotype The logotype is the foundation of the visual identity, giving strength and a focal point to the brand. This means that the logotype is our most important visual asset, providing both our trademark and our guarantee of quality. Because the logotype is such a recognisable and highly visible brand asset, it is vital that it is always applied consistently wherever it appears. Wherever possible, the logotype should appear on a white background. The logotype should never be displayed any smaller than 15mm in width.
15mm
ScotlandsFamilyBaker.com
Logotype
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exclusion zone The exclusion zone is the area around the logotype that must be kept clear of all text, images or other design elements. It is also the minimum distance that the logotype can be positioned from the edge of a page. The exclusion zone is defined by the width of the capital letter ‘S’ in the logotype. As the logo is based on a circular stamp design, this circular clear space is also shown here for use in labelling.
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smiths brand guidelines
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additional versions - mono The mono versions of the Smiths logotypes shown on this page may be used whenever it is not possible to use the full colour versions.
ScotlandsFamilyBaker.com
No other versions bar those represented in this guide are acceptable.
Mono: 68% ‘Smiths’, 34% tagline Inverted: 6% ‘Smiths’, 34% tagline, 68% backing
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additional versions - coloured Colour plays a massive part on the Smiths brand and the consistency of the logo and colouring will go hand in hand to ensure a consistent presence to the public.
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The coloured versions of the Smiths logotypes shown on this page showcase how the logo works in conjunction with the brand colour palette.
Tints are used at 100% of any of the 6 brand colours for ‘Smiths’ and a 50% tint for the tagline. No other versions bar those represented in this guide are acceptable.
smiths brand guidelines
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additional versions - inverted colour Colour plays a massive part on the Smiths brand and the consistency of the logo and colouring will go hand in hand to ensure a consistent presence to the public.
ScotlandsFamilyBaker.com
The reversed versions of the Smiths logotypes shown on this page showcase how the logo works in conjunction with the brand colour palette.
Tints are used at 10% of the background colour for ‘Smiths’ and 50% for the tagline. No other versions bar those represented in this guide are acceptable.
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misuse This page provides an overview of common mistakes to avoid when using the logotype.
Baker
Incorrect use of the Smiths logo compromises its integrity and effectiveness. The examples of logotype misuse are not comprehensive; they are only a small sample of possible misuses.
Never distort the logotype in any way.
Never change the colour of any element that makes up the logotype.
Never add text to the logotype, or create new versions of it.
Never enclose the logotype within a holding shape.
Never add a dropshadow or outer glow to the logotype.
Always use the appropriate version of the logotype when placing it on a nonwhite background.
Always use the artwork provided and never attempt to recreate the logotype.
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smiths brand guidelines
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positioning This page provides an overview of how to position the logotype. Incorrect use of the Smiths logotype compromises its integrity and effectiveness. Firstly, please ensure that you follow the guides in the exclusion zone section of this guide. When used on printed material the Smiths logo should be positioned in the top right corner as shown.
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brand colour palette The Smiths brand is represented by six distinct brand colours which make up our brand colour palette. The six colours are split into 2 groups of 3 colours signifying Baking & Scotland. The palette has been designed so that the colours work in harmony to ensure that products can stand out yet sit beautifully together as a consistent brand. We have supplied full colour breakdowns for use across various media types:
stone
Pantone: 424C C:58 M:47 Y:47 K:14 R:111 G:114 B:115 Hex: #6f7273
harvest
Pantone: 2326C C:43 M:44 Y:67 K:13 R:139 G:123 B:93 Hex: #8b7b5d
toffee
Pantone: 499C C:36 M:76 Y:70 K:34 R:122 G:63 B:58 Hex: #7a3f3a
Pantone and CMYK references for printed media. RGB and hex references for screen and web-based media. These colours must be used EXACTLY as supplied.
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glen
thistle
heather
Pantone: 7473C C:79 M:20 Y:52 K:2 R:38 G:152 B:138 Hex: #26988a
Pantone: 2048C C:36 M:89 Y:42 K:13 R:153 G:58 B:96 Hex: #993a60
Pantone: 5265C C:82 M:82 Y:36 K:26 R:65 G:57 B:95 Hex: #41395f
smiths brand guidelines
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tagline Our tagline ‘Scotland’s Family Baker’ is a key message for the brand and has been developed to be a part of the logotype.
ScotlandsFamilyBaker.com
The tagline has been developed to be split along the lines of the Saltire as an all embossing stamp around the brand.
The tagline should only be used in the secondary brand font Moabhoers in the correct brand palette and tints, to maintain consistency.
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primary typeface Smiths main corporate fonts are a partnership of Banthers and Moabhoers for all printed material.
Bb
Banthers is the basis for the Smiths logotype and should be used for all product titles where possible in sentence case.
Banthers
ABCDEF GHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890:;-ÂŁ$%&/?,. 14
smiths brand guidelines
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secondary typeface Running alongside Banthers in our brand is Moabhoers. This is primarily used in our logo and tagline ‘Scotland’s Family Bakers’.
Generally the font should be used in lower case as this is the most legible form and pairs better with Banthers in this format.
In cases where the font is used in upper case, please use sparingly with careful consideration to how distracting the elaborate forms could be to the focus of the piece.
Aa
moabhoers
ABCDEFGHIJKLMNO PQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890:;()+-=£$%&@/?,. ScotlandsFamilyBaker.com
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tertiary typeface There are applications where Banthers and Moabhoers are not suitable and a cleaner, more legible typeface is required, such as nutritional information and body content. In these cases Century Gothic should be used at all times.
Also where Banthers and Moabhoers cannot be used, such as email and general company documentation, Century Gothic should always be used where possible.
Aa
CENTURY GOTHIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890:;()+-=ÂŁ$%&@/?,. 16
smiths brand guidelines
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imagery - illustration To ensure a consistent message across all branded material a brand illustration style has been developed with Scottish illustrator Amy Singer. These hand drawn illustrations are done in a sketched fashion to tie in with the heritage of the brand, with emotive scenes tied back to Huntly and Scotland. The primary illustration for the brand is the ‘Stag’, showcasing the Gordon roots of the brand in Huntly. All illustrations should be in keeping with the brand palette. Either colourised in one of the six colours or overlaid on one of the 6 brand colours. Subtlety is generally best when working with the illustrations, so in this case the illustration has been mutiplied in the thistle colour on a thistle background.
ScotlandsFamilyBaker.com
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imagery - illustration Alongside the ‘Stag’, a secondary set of Smiths illustrations have been initially developed to showcase ‘Scottish Thistles’ and ‘Huntly Castle’.
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These, and all future illustrations, will be developed in a sketched brand style so that they are instantly recognisable as Smiths illustrations.
These illustrations will be available for use in all branded environments such as packaging, environmental graphics and online elements.
smiths brand guidelines
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imagery - tartan As well as the Scotland inspired illustrations we have developed a Smiths tartan style that is tied back into the brand colours, this gives the brand an extra emotive hint of Scotland to appeal to the International market. This tartan should always be used sparingly and should always be a tertiary component to any design.
stone
harvest
toffee
thistle
glen
heather
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imagery - sheaf supergraphic At the heart of the Smiths brand is the wheat sheaf which is central in our Logotype.
The Sheaf supergraphic should be used with a bleed at the top and / or bottom.
The Sheaf supergraphic is for use as a branded background graphic, but at all times the Smiths logotype must be prominent alongside.
Colouring should follow the same principals as the coloured logos with each supergraphic being a high % tint to ensure legibility of any text being overlaid.
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Supergraphics shown here are 50%, 70% & 90% tints.
smiths brand guidelines
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stationery - business cards First impressions last and with the design and finish of the Smiths business cards we ensure a bold and memorable first impression and brand consistency.
John Smith director
STOCK Offset WEIGHT 400gsm
John@ScotlandsFamilyBaker.com
Front & Back Printed full colour CMYK.
T: 01466 793 588 M: 07889 267 220
Extras Soft Touch Laminate both sides
ScotlandsFamilyBaker.com
ScotlandsFamilyBaker.com
47-49 gordon street, huntly, aberdeenshire ab54 8eq
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stationery - letterheads & comp slips To build on the strong first impression of the business cards all printed material follows the same style to ensure consistency.
letterhead STOCK HEAVEN 42 WEIGHT 115gsm Front Printed full colour CMYK.
comp slip STOCK HEAVEN 42
With Com pliments 47-49 gordon street, huntly, aberdeenshire, ab54 8eq T: 01466 793 588 info@ScotlandsFamilyBaker.com
ScotlandsFamilyBaker.com
WEIGHT 115gsm Front Printed full colour CMYK. Extras Soft Touch Laminate 1 side Comp slip
47-49 gordon street, huntly, aberdeenshire, ab54 8eq registered office: 1a cluny square, buckie, ab56 1ah vat number: 190 0916 17 | company registration number: sc465543
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T: 01466 793 588 info@ScotlandsFamilyBaker.com
ScotlandsFamilyBaker.com
smiths brand guidelines
labelling examples First impressions last and our packaging is generally the first touch point with our brand. Our new labelling therefore pulls together all of the elements discussed in this document, from the logo, tagline, illustration, corporate type and colour palette to ensure a great first impression.
packaging examples
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packaging examples
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smiths brand guidelines
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brand guidelines personality core values key messages narrative tone of voice ScotlandsFamilyBaker.com
Personality in three words:
Friendly,Passionate,Proud
at smiths we are passionate about quality baking infused with traditional scottish family values.
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smiths brand guidelines
Our Key ingredients (core values) there are five key ingredients that go into the 'Smiths' recipe. five core values that define us, that we believe in as a team. they are fundamental to the success of the brand and we live by them on a daily basis.
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smiths brand guidelines
Our Key ingredients (core values)
People
we believe our people are what makes us who we are.
Commitment
we work as a team to get the job done, inspired by traditional family values, exceeding expectations and having fun along the way. 31
smiths brand guidelines
Our Key ingredients (core values)
Respect
we treat our customers and colleagues the way we'd like to be treated, communicating respectfully and clearly.
Pride
we are passionate about making quality bakery products. 32
smiths brand guidelines
Our Key ingredients (core values)
Integrity
we are always open, honest and trustworthy, we are uncompromising when it comes to environmental, health, hygiene and safety standards. - people - commitment - respect - pride - integrity 33
smiths brand guidelines
Scotland's Family Baker
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smiths brand guidelines
Key messages
Smiths. Scotland's Family Baker Smiths. The Bread Makers Smiths. The business of baking Smiths. The baking business Smiths. Scotland's bakers of choice Passion baked in Rising to the occasion Freshly baked every day Freshly baked goodness Bakery fresh from oven to table 35
smiths brand guidelines
Fresh from our bakery
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smiths brand guidelines
Key messages
Baked fresh from oven to table Fresh from our oven to your table Fresh from the oven Fresh from our bakery The taste of family life Mornings taste better with Smiths Nobody bakes it better Proudly Scottish Bakers The best in Scottish baking Smiths. Product of Scotland 37
smiths brand guidelines
Key messages
A taste of Scotland in every bite Traditional Scottish Family Baking It's the taste that makes us famous.  Scotland's Family Baker Welcome to the family Infused with Scottish family values Quality Scottish baking since 1969 Scotland's No 1 Family Baker Scottish Baking at it's best The best in Scottish Baking since 1969 38
smiths brand guidelines
Narrative We are a third generation family baker based in the heart of whisky country in the North East of Scotland. We started in Dufftown when John Smith Sr and wife Isabella opened their first shop, with one van and a few employees back in 1969. They took a leap of faith with two more shops before finding Smiths’ spiritual home in Huntly in 1980 when we acquired Gordons. This lead to the opening of a much larger modern bakery facility which remains the core of all bakery production across the group to this day. We’ve now grown to a workforce of 60, three shops and a fleet of vans delivering freshly baked goodness across Scotland every day from our modern facility in Huntly. We’ve never lost sight of how important our people are to us (we’ve got members of staff with over 40 years service!) and our team’s expertise and passion for baking ensures every product that leaves our bakery meets the high standards of the family. 39
smiths brand guidelines
Narrative Our core values; people, commitment, respect, pride and integrity or as we prefer to call them, our Key Ingredients define how we go out about our daily business. Without them we would lose our personality and soul. We pride ourselves on delivering quality across our extensive range products from freshly baked morning rolls, scones and pancakes to the finest shortbread and cakes. Producing thousands of fresh baked goods every day, we take all things hygiene and safety very seriously and we are proud to be fully Salsa accredited.
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smiths brand guidelines
Narrative The personality that is John Smith Jr currently resides in the bosses’ chair although wife Janette and sons Richard and Daniel keep him right and John Smith Sr is never far away! John Jr has been leading the charge which as far as anyone can tell means striving to bake the perfect shortbread and topping up the swear box. Janette has a multi purpose role that includes keeping a watchful eye on the financial side of the business, and generally being nice to everyone (sometimes this extends to John depending on the size of the swear box) while Richard heads up the commercial side of the business which generally involves doing a lot of meetings and cool stuff while Daniel actually does the grafting in the bakery every day! Scotland is the primary focus of the business but world domination isn’t far away and the companies ambitions have taken another major step forward with a full rebrand of the business to take advantage of new markets and emerging technologies. 41
smiths brand guidelines
Narrative Part of this work has seen J & I Smiths renamed as Smiths, Scotland’s Family Baker - infusing traditional Scottish family values of warmth & friendliness with a strong sense of pride which you are seeing the first signs of.
Smiths, Scotland's family baker
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smiths brand guidelines
Tone of Voice Guidelines At Smiths, Scotland’s Family Baker, Our brand personality is what we are and what we’re not, what we do and what we don’t do. Speak with a voice that accurately reflects this and you can use it to communicate effectively and consistently at all times. “We are friendly, local bakers who pride themselves with aiming for excellence in everything we do.” Is boring and meaningless. Write in a friendly and approachable tone. Try and elicit a response that we are great at what we do and we are striving to be the best. “Who wouldn’t want to wake up to the smell of fresh bread? It’s why we get out of bed in the morning.”
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smiths brand guidelines
Tone of Voice Guidelines Getting it right Don’t say things like “we only use the highest quality ingredients”. Your customers won’t expect you to be using anything else. And don’t talk about ‘experienced’ staff either – you wouldn’t let them near the sharp end of the production line if they weren’t! “We pride ourselves in continually updating and improving all aspects of our service.” Of course you do. Don’t be dull. Be funny, be cheeky and be memorable. Not all the time. Not everyone loves a smart arse. Don’t be afraid to say it’s what gets you out of bed in the morning. Talk about how the smell of the bakery is like nothing else and why it never fails to stimulate your senses. Don’t be scared to be Scottish but remember this is about bannocks not Bannockburn. 44
smiths brand guidelines
Tone of Voice Guidelines Contentious grammar Try not to get hung up on sounding like you are learning English for example “This is a cake that I baked” why not say “This is a cake I baked” It’s drilled into us from an early age at school not to start sentences with as, and, but and however. As we say at Smiths; why not? It’s a great way of breaking up rambling paragraphs. And who uses the word whom these days anyway. This is the 21st century not the middle ages ! So by all means challenge convention but remember this: nothing will damage the Smiths brand more than poor spelling, bad grammar and ridiculous punctuation. It’s unacceptable. 45
smiths brand guidelines
Tone of Voice Guidelines Engagement: Meeting, greeting and talking. Whether you are at work or not you represent Smiths. Ensure everyone you interact with gets a warm smile and a friendly greeting every time. It’s not difficult but how often have you been put off by rude delivery drivers or a horrible attitude on the phone. Welcome them to the family. Always refer to the company as ‘Smiths’. On the phone the response should always be something like “Hello Smiths, Scotland’s Family Baker, Denise speaking”. Something short and professional and warm. Don’t ask a question because they might be calling you to complain and you want to get off on the right foot with them.
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smiths brand guidelines
Tone of Voice Guidelines Writing: Emails, reports and presentations In addition to all of the above; Try to read the words out in your head – everything you write to someone should sound like you are having a conversation with that person. Think how would you react if it was sent to you? Keep it short whenever possible. People are busy and tend to speed read more often than they should. You’ve probably never bothered to read this second sentence. Be positive at all times. Try to inject some ‘Smiths’ personality or humour if it’s appropriate. Friendly is good.
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smiths brand guidelines
Tone of Voice Guidelines Conclusion However hard it may be, remember it’s all about the brand. It can take twenty years to build and a day to destroy it. Think. Show, don’t tell. Spark a reaction. People will remember you. Don’t be bland. Nobody likes bland.
Be Smiths, Scotland's family baker
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smiths brand guidelines
ScotlandsFamilyBaker.com