typhoo brand manual
Contents
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introduction
typography
clear space
logo specialization
do’s and dont’s
print sizes
colour
preferred lock-up: final logo
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stationary and promotional aspects
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introduction Typhoo Tea is over 100-year-old iconic British brand with a rich heritage stretching back to 1903, when Birmingham grocer John Sumner developed and sold a blend of tea in his shop. Sumner turned a little known drink into the world’s most cherished drink. It has been a part of our daily lives for over 300 years, and it will continue to be so. While the winds of change might mark differences in design, but evolution sometimes leaves behind things that were essential to basic forms. Typhoo aims at recalling the good from the past, the very British essence of what tea means, not just as a drink, but as a product to the society. Tea has history instilled deep inside it’s roots. Since years, it has brought people together, and marked the very essence of British tea culture, which has also influenced the rest of the world. It stands for sophistication, british culture, family and unity.
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bringing it back to life In order to create something new, we need to understand what the brand currently stands for, what it wants to be, what it cares about and how people experience it.
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What is important to us?
What we aim for?
How would customers benefit?
Belief in values, to remember where we come from and to provide quality.
The culture of tea, bringing people together, giving time the value it deserves, and the spark of britain.
We don’t just sell tea, we sell the stories of the past. Recalling the sense of togetherness and strength in unity.
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What we deliver?
What Typhoo feels like?
What would Typhoo be as a person?
Culture, harmony, generosity, quality, strength and joy.
Smell of freshly brewed tea leaves, colour of sunset in a tea cup, taste of delight. So much feels!
Someone who is calm and responsible, supportive and brings the family together, creates a sence of unity and love.
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logo specialization The logo is a visual reference of what a brand stands for. It communicates the persona of a brand. Typhoo’s new logo is an emblem styled logotype, which directly brings back the vintage outlook and indirectly depicts unity and harmony.
EARLIER LOGO
NEW CREATION
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monochrome Monochrome tests tried on the logo to understand the language of lines and forms in a better manner.
Perfect balance of white and black. Negative space is not a distraction for the human eye. Harmony and unity is formed.
Negative space appears to be a huge deviations, and the colour clack gives a more old British Railways outlook.
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colour Black and white (primary option)
Pantone Black C=75, M=68,Y=67, K=90 R=0, G=0, B=0
Pantone White C=0, M=0,Y=0, K=0 R=255, G=255, B=255
Pantone Grey C=60, M=51,Y=51, K=20 R=102, G=102, B=102
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typography Type makes most of the logo, and the correct use of it can completely change the look of a logo.
T P H O O TY
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Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 10 imprint- regular ..............................................................................................................
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 10 myriad pro- regular ..............................................................................................................
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Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 10 tunga- regular
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don’t
Logo is too simple and basic. It isn’t complete on it’s own, and doesn’t have the strength to stand the way it is.
Not a propitional division of black and white, and typeface doesn’t fit comfortably in the box.
The shadow created by the typeface doesn’t look propotionate. Also the typeface doesn’t match the brand identity that one is aiming to achieve.
typhoo
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letter-mark
The negative space makes the type look thicker.
Creates the illusion of more negative space due to the undercase type.
The white background might merge if used on a lighter background.
The black background is more appropriate than the white background.
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symbol + wordmark
The symbol and the word-mark logotype balance and compliment each other.
The focus goes on the tag-line of the logo. The colours chosen are a direct co-relation to Britain.
The red background in the symbol co-relates to the present Typhoo logo, that one is trying to move away from.
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don’t
The symbol, name and tag-line create a natural heirarchy, because of the way it is composed.
The tagline is too small for the symbol, and the composition is very mundane.
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adding colour
The tea leaves pattern in the type, along with the colour, doesn’t make up for a logo suitable for the brand identity distinguished.
The colour works a little better than the one above, never the less, it does not suit the brand identity.
The attenton goes on the tagline first.
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image tracing
Not very neat and proptional looking, because of the hand-drawn element.
The red tagline doesn’t suit the logotype as much as black does, in the picture above.
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optional lock-up
The lines drawn around the cirlce look overdone. This might visually, interrupt with the readability of the text.
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preffered lock-up
The white crescent under the tagline, gives a better outlook, as the number of lines around the circle don’t look overdone.
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clear space 0.4209 inches
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Logo size- 3.5 inches by 3.5 inches
Taking the inside line to measure the clear space around the logo. The area of the clear space will vary according to the size of the inner line, which in turn varies according to size of the logo.
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0.2405 inches 2 by 2 inch logo H T Y P O O
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0.348 inches 3 by 3 inch logo
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H T Y P O O
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print sizes 1.7 inches by 1.7 inches
Size chosen for a standard 3 by 2 inch business card.
H T Y P O O
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standard web size.
LI CAL
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2.24 inches by 2.24 inches
ND ON
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1.4 by 1.4 inches
an alternative size for web. H T Y P O O
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0.5 by 0.5 inches looses readability
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business card H T Y P O O
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2.5 inch
ND ON
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typhoo tea an appejay surrendra enterprise www.typhootea.com
PASTURE ROAD MORETON WIRRAL MERSEY SIDE CH46 8FX UNITED KINDGOM
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letter-head 1.5 inch circle on a page of 8.5 inch by 11 inch size.
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promotional aspects
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typhoo
brand manual