BRAND BOOK
Welcome to
TABLE OF CONTENTS
BEHIND THE BRAND
DESIGN ELEMENTS
overview 6 mission 7
the logo typeface color Pattern
RULES OF THE LOGO logo size 15 safe area 15 distortion 17
THE APPLIED DESIGNS stationary 18 website 20 print 22 menu 24 truck 26 packaging 28
BEHIND THE BRAND OVERVIEW The Dreamery Ice Creamery is a unique company that is made for ice cream lovers. This is a place where the young and old can go and escape to a array of dreamy, tasty flavors. The Dreamery Ice Creamery is an Locally owned Ice Cream Company located in New Orleans, LA. Our company only use
fresh ingredients grown in Louisiana with a twist of eccentric flavors. We strive to provide the best ingredients to create the best ice cream because our ice cream is a dream come true.
MISSION Our mission is to take our tasty treats to you and create an memorable experience. We enjoy creating these flavors and making it fun for you to experience it. While we care about having fun we also care about our customers and providing the best customer service. It is our mission to make your entire experience a dream come true.
DESIGN ELEMENTS THE LOGO The Dreamery Ice Creamery logo is a fun, funky, whimsical and playful mark that is a representation of The Dreamery Ice Creamery. The magenta hue is used to represent a sweet and rich full flavor ice cream. Inspired by one of our tasty flavors the Funky Boss Fig ice cream. The logo is a hand drawn logotype
mixed with an already made typeface called Funcity. The two type creates a legible and balanced logo.
color logo on white background
color logo on solid color background
TYPEFACES AVENIR LIGHT
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
AVENIR BOOK
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
AVENIR MEDIUM
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
AVENIR HEAVY
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
AVENIR BLACK
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
COLOR
The color palette chosen was inspired by ice cream flavors and nu disco music. The main color combination is used for the brand is a combination of magenta and a tint of magenta. The other color combinations serves as a secondary scheme for products, packaging and promotional material.
MAIN COLOR C: 0 M: 97 Y: 0 K: 0 R: 230 G: 8 B: 129 PANTONE: HEXACHROME MAGENTA U
C: 3 M: 30 Y: 0 K: 0 R: 230 G: 184 B: 209 PANTONE: DS 153 - 7 U
C: 75 M: 100 Y: 3 K: 0 R: 102 G: 36 B: 130 PANTONE: #662482
C: 47 M: 100 Y: 22 K: 18 R: 136 G: 3 B: 94 PANTONE: #88035E
SECONDARY COLOR C: 25 M: 40 Y: 65 K: 0 R: 202 G: 158 B: 103 PANTONE: CA9E67
PATTERNS The Dreamery Ice Creamery brand pattern was inspired by the textures from waffle cones and nu disco music. Both of the patterns consist of curves and lines from waffle cone and take colors from ice cream flavors. The patterns can be used for the brand products, marketing material or other forms of applications. It allows to enhance the fun feeling of The Dreamery Ice Creamery.
RULES OF THE LOGO LOGO SIZE
The logo size and logo type are very critical to our brand because the logotype must always be distinguishable and legible. The minimum size for the logo on prints is a width of 1.47 in and height of 0.76 in.
SAFE AREA
The safe area is established to create a safe space between the logo or other objects. Please refer to the images on the right side for calculation of a safe area.
Y
X
x min: 1.47in
y min: 0.76 in
MINIMUM SIZE
exclusion zone
SAFE AREA
DISTORTION The Dreamery Ice Creamery logo should never be distorted or modified in any form. These fixed rules are placed so there will not be any misleading message to our brand. Violations of these rules could lead into problems as unrecognizable or misconception of The Dreamery Ice
Creamery brand. On the right there are examples of distortion that should be avoid when using the logo.
deleted parts of the logotpe
squashed logo
usuage of other color
altered logo
placement on overlay complicated pattern
change of logo size and composition unlegible
THE APPLIED DESIGNS STATIONARY The stationary established is based on the main color palette for the brand and featuring one of the brand’s pattern. The stationary consists of a letterhead, business card and envelope. The typeface used is Avenir and the hand drawn logotype.
WEBSITE The website design is a single page Wordpress theme which up and down to view information. Aesthetics of the brand color palette and patterns are used.
The print samples shown are advertisements expressing the rich and surreal flavors of The Dreamery Ice Creamery. When designing these ads we made sure the brand’s message was represented through ice cream. Taking ingredients to show how fresh the ice
cream is and using the explosion theme of flavors show how surreal is our ice cream. The images on the top are magazine advertisements show our ch-ch chocolate ice cream. The image to the left is a bus stop advertisement showing our Johnny Ryan Black Raspberry.
MENU
The menu is designed to be on a TV attached to the food truck showcasing the flavors through motion graphics. This menu is to be looped about every 5 mins for customers to look at the complete composition. We decided to Design the menu to be motion graphics on the truck instead of
print to help provide the atmosphere of the company. Using the music and motion creates a atmosphere and experience of ice cream to be surreal.
THE ICE CREAM TRUCK The Dreamery Ice Creamery Truck is a huge advantage on our competitors because we can go to our customers first hand and can be used for various events. The Dreamery Ice Creamery truck is not your typical ice cream truck. It has all the bells and whistles to create a certain atmosphere just as if you were in a ice cream shop. When you walk up to the ice cream truck music like Daft Punk, Televisor and Madeon are playing constantly. We have neon lights that are inside and underneath the truck which helps illuminates the truck at night. The truck design uses the esthetics of the brand to create this surreal place. The logo, pattern, and brand’s color combinations are used to create the design of the truck wrap.
THE ICE CREAM TRUCK
PACKAGING The Dreamery Ice Creamery will provide a medium size to go box to accommodate both type of ice cream. The waffle cone and the cup of ice cream. To stay consistent with the look and feel of the brand we made the design aestethics close to the ice cream truck. Designing this way will help identify our brand because the similarities between the truck and packaging