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LOTUS BAKERIES GRAPHIC STANDARDS MANUAL
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CONTENTS LOTUS BRANDING
TYPOGRAPHY
Brief History Timeline
02 06
Past Branding
10
NEW BRAND IDENTITY
Typography Overview Primary Typography Secondary Typography Tertiary Typography
APPENDIX 38 40 42 44
New Brand Position
12
PHOTOGRAPHY
New Brand Tonality Logo Evolution
13 14
Photography Overview Photo Subject Matter
48 49
Primary Logo
16
Photography Misuse
50
Primary Logo Clearspace
17
Primary Logo Variations
18
Secondary Logo Secondary Logo Clearspace
19
About the Project
84
Credits
86
DESIGN APPLICATIONS
20
Stationery
52
Secondary Logo Variations
21
Print Advertising
57
Logo Misuse
22
Packaging 58 Website 61 Digital Advertising 64
COLOR & PATTERN Color & Pattern Overview Primary Color Palette Secondary Color Palette
Outdoor Advertising
66
26 27 28
Vehicle Graphics
68
Staff Uniforms
74 76
Facilities 70
30
Store Experience
Color Application
32
Merchandise 80
Primary Pattern Secondary Patterns
34 35
Color Distribution
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01
LOTUS BRANDING Brief History Timeline Past Branding
Introduction
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Introduction
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BRIEF HISTORY Lotus Bakeries was founded by Jan Boone Sr. and his brother in 1932 with an emphasis on the use of all natural ingredients. It all started in Belgium, where they delivered their traditional Speculoos biscuits in their trademark red delivery truck. By the 1970s, these Speculoos biscuits were being offered as a mid-flight snack on Delta Airlines and other American airlines under their new name “Biscoff”. This name refers to the biscuit’s complementarity with coffee. It was at this point that Lotus products were beginning to be enjoyed all around the world.
Lotus Bakeries’ history and core values will always be remembered and honored while constantly moving forward as a brand to accommodate for the changes made in our society due to modern technology and design advances.
Today Lotus Bakeries still remains a wellknown global brand. They still respect the core values established in 1932 by the founders. They strive to use allnatural ingredients, respect basic human rights, and continue to operate in the most sustainable manner possible.
Introduction
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TIMELINE 1932
1958
Jan Boone Sr. and his brother begin delivering Speculoos biscuits in Belgium in their trademark red delivery truck The very first Biscoff with coffee is served at the Dutch convention, Horeca
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Lotus Bakeries
1985
1988
Lotus Biscoff becomes available as a mid-flight snack choice on American Delta Airlines
Lotus Bakeries is listed on the Belgian Stock Exchange
Introduction
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TIMELINE 2001
2006
2008
Lotus Bakeries makes its first global branding effort and begin using the logo shown above
Lotus Bakeries acquires the Koninklijke Peijnenburg brand
Lotus Bakeries acquires the Annas Pepparkakor brand
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Lotus Bakeries
2013
2016
Lotus Bakeries implements an updated logo and visual identity system
Lotus Bakeries establishes a strategic partnership with Natural Balance Foods and subsequently acquires three brands—TREK, nakd, and Bear
Introduction
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We are excited to announce a new brand identity system and logo through this Graphic Standards Manual. The past logos and brand values will not be erased. Rather, they will be celebrated and placed at the center of the brand’s identity system.
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Lotus Bakeries
MOST RECENT
During the 86 years that Lotus Bakeries has been in operation, the company has had a few different logos and brand identities. The brand was named “Lotus” by Jan Boone in 1932 after the lotus flower—an international symbol of purity. Since its inception, Lotus Bakeries has always used purely natural ingredients and will continue this tradition in the future.
OLDER
PAST BRANDING
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NEW BRAND IDENTITY New Brand Position New Brand Tonality Logo Evolution Primary Logo Primary Logo Clearspace Primary Logo Variations Secondary Logo Secondary Logo Clearspace Secondary Logo Variations Logo Misuse
Brand Identity
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NEW BRAND POSITION As stated earlier, Lotus Bakeries’ long history will never be forgotten. It will instead be remembered and honored throughout this rebrand in order to retain the brand recognition already established within the community. Lotus Bakeries has gathered a large pool of loyal customers that trust this brand and will continue to trust it for years to come. Lotus Bakeries has accomplished many great things in the last few years and has continued to improve as a whole. They have started to make big efforts to improve the sustainability of their operation. They have acquired a few new sub-brands that focus on providing allnatural snacks for young people on-thego. They have also begun construction of a brand new manufacturing facility in Mebane, North Carolina. To say the least, Lotus Bakeries is growing and improving more than ever before.
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Lotus Bakeries wishes to base its sustainable growth and profitability on meeting the needs of the present generations, without compromising the opportunities of the next generations. This is the mission that has been at the core of their company since the beginning.
NEW BRAND TONALITY With this rebranding effort, the Lotus brand will take on these adjectives (shown on right) as words to describe how the brand should be viewed in the eyes of our loyal customers and business partners. We want people in the community to visualize Lotus as a deeply established brand that is also approachable and modern. We want people to remember core brand values and well-known products while accepting the future of the Lotus brand along with the new products coming with it.
APPROACHABLE SUSTAINABLE ESTABLISHED INFORMAL MODERN PURE
Brand Identity
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THE PAST
LOGO EVOLUTION
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Lotus Bakeries
THE FUTURE
Brand Identity
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PRIMARY LOGO This is the new, primary logo for the Lotus Bakeries brand. The past logos were honored through the use of the red lotus leaf in the center. Not only does it mimic the shape of the previous logos, but also the color and the concept behind them. The typography used in this mark is a simple rounded sans serif font that was altered to appear a bit more informal to pay homage to the hand-lettering used in past logos. This typography also gives the logo an updated, modern look. The warm green containing shape allows for improved versatility because it helps the logo to work in a very small scale. This containing shape also pushes the lotus flower symbolism a bit further because in Ancient Egyptian culture, the lotus flower was a symbol of the sun. The green shape resembles the sun rising and embracing the future of the Lotus brand.
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LOGO CLEARSPACE This diagram displays the appropriate amount of clearspace that should appear around each edge of the primary logo in any-given design space. No matter what the scale of the logo, the space around the logo should be equal to a square the height of the capital “T” in “Lotus”. Clearspace is meant to keep other design elements from overlapping and interacting with the logo in inappropriate ways.
Brand Identity
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LOGO VARIATIONS This diagram displays the approved versions of the primary logo. Diagram 1 displays the primary logo with a white tagline which should only be used when the background color competes with the red tagline. Diagram 2 shows the approved black and white* variation of the primary logo. The primary logo can also be used without a tagline (shown in Diagram 3). Lastly, Diagram 4 displays the full primary logo with the red tagline. It is within the designer’s discretion to decide between the logo with the tagline or without the tagline. * Use of the black and white variation should be limited. Only use this logo if budget is low or if grayscale is the only color output supported by the printer.
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Lotus Bakeries
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SECONDARY LOGO This mark will serve as a secondary logo for the Lotus Bakeries brand. It is a simplified version of the primary logo. This logo should only be used for subbranding purposes. It should appear on all sub-brand products to signify that Lotus Bakeries owns that brand; it should only be used on packaging design applications.
D E LI CIOU S LY PU R E
Brand Identity
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LOGO CLEARSPACE This diagram displays the appropriate amount of clearspace that should appear around each edge of the secondary logo in any-given design space. No matter what the scale of the logo, the space around the logo should be equal to a square the height of the “T” in “Lotus” within the primary logo. Clearspace is meant to keep other design elements from overlapping and interacting with the logo in inappropriate ways.
D E LI CIOU S LY PU R E
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Lotus Bakeries
LOGO VARIATIONS This diagram displays the approved versions of the secondary logo. Diagram 1 displays the secondary logo with a white tagline. Diagram 2 shows the black and white* variation of the secondary logo which should never be used in any situation. Diagram 3 displays the secondary logo on a grey background. Using the secondary logo without the tagline is permitted. Lastly, Diagram 4 displays the full secondary logo with the red tagline which should be used when the tagline doesn’t interfere with the background color in an inappropriate way.
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* Use of the black and white variation is prohibited.
D E LI CIOU S LY PU R E
Brand Identity
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LOGO MISUSE There are some logo uses that are inappropriate. The diagrams shown on the right display incorrect uses of the Lotus Bakeries logo family.
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1 Do not use logos without the Registered Trademark symbol 2 Do not rotate Lotus logos 3 Do not crop or cut-off any part of Lotus logos 4 Do not apply a drop shadow to Lotus logos 5 Do not use a green background with any full color Lotus logos 6 Do not blur or change the resolution of Lotus logos 7 Do not change colors within Lotus logos 8 Do not combine elements from primary and secondary logos 9 Do not alter the proportions or stretch Lotus logos 10 Do not change the orientation of typography in Lotus logos
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® D E L I C I O U S LY P U R E
Brand Identity
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03 COLOR & PATTERN Color & Pattern Overview Primary Color Palette Secondary Color Palette Color Distribution Color Application Primary Pattern Secondary Patterns
Color & Pattern
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COLOR & PATTERN OVERVIEW Color is a very important part of any brand identity because it is a type of visual information that is quickly absorbed and interpreted by viewers. This contributes to a more immediate brand recognition. For the Lotus visual identity, there are three primary colors. They are Lotus Historical Red, Lotus Fresh Green, and Lotus Warm Black. This color palette can be found on page 23. There is also a secondary color palette that can be found on page 25. Pages 26 through 29 will discuss how to use the Lotus brand color palettes correctly. In addition to color palettes, this section will show some supplementary patterns and how to use them appropriately.
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Lotus Bakeries
PRIMARY COLOR PALETTE
Lotus Historical Red HEX RGB CMYK
Lotus Fresh Green #ba262f 186 38 47 19 98 90 9
HEX RGB CMYK
Lotus Warm Black #adc944 173 201 68 37 4 93 0
HEX RGB CMYK
#59504e 89 80 78 18 25 25 70
Color & Pattern
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SECONDARY COLOR PALETTE The colors shown on the next page are those that make up the secondary color palette for the Lotus brand. These colors should be used for sub-branding purposes. Each color can represent a sub-brand within the full Lotus brand. With so many sub-brands under the Lotus name, this will help customers differentiate between them all. Also to help with this, all products will contain the primary logo or the secondary logo. All products will also have similar packaging featuring a sustainable craft paper texture.
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Lotus Sunny Yellow HEX RGB CMYK
Lotus Clear Blue #f7b718 247 183 24 2 30 100 0
HEX RGB CMYK
Lotus Scarlet #5fc5e6 95 197 230 56 2 5 0
HEX RGB CMYK
#eb553e 235 85 62 2 82 81 0
Color & Pattern
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COLOR DISTRIBUTION The diagram on the right explains how much color should be used in any design application. 60 percent of a design should be whitespace or negative space. 30 percent of the design should contain a combination of the primary Lotus colors—Lotus Historical Red and Lotus Fresh Green. Finally, 10 percent should be made up of one secondary color or pattern. Using more than one secondary color or pattern is prohibited.
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60% of the page should be whitespace
30%
of the page should contain the primary red and green
10%
of the page can contain a secondary color or pattern
Color & Pattern
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COLOR APPLICATION All of the Lotus Bakeries brand colors can be tinted to any lighter percentage. The colors should not be darkened or altered in any other way. Designers should be aware that when lighter colors are tinted they do not work well for body copy. Designers should also be careful not to use white text on top of light colored backgrounds like Lotus Sunny Yellow, Lotus Clear Blue, and Lotus Fresh Green.
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Color & Pattern
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PRIMARY PATTERN The pattern shown on the right is a pattern to be used only for the Lotus Bakeries brand. It is a big part of the brand’s identity because it is only used when the whole Lotus parent brand is being promoted. It should never be used on sub-brand design applications.
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SECONDARY PATTERNS The four patterns shown on the right are different color variations of the primary pattern. These can only be used to represent Lotus sub-brands. This pattern can easily be expanded with many different colors to represent the various sub-brands within the Lotus Bakeries brand.
Color & Pattern
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SECONDARY PATTERNS The patterns shown on the right are secondary patterns for the Lotus Bakeries brand. These patterns should never be used in the same space as the primary pattern; they are only to be used within sub-brand design applications. The patterns were produced specifically for two Lotus brands—Lotus Biscoff and Lotus Suzy.
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04 TYPOGRAPHY Typography Overview Primary Typography Secondary Typography Tertiary Typography
Typography
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Lotus Bakeries
TYPOGRAPHY OVERVIEW Typography serves as another really important, yet subtle, aspect of a visual identity system. It is crucial to remain as consistent as possible with the typography within a brand because nuance matters. If each and every detail within the brand is well-thought-out, an undeniable amount of consistency and stability will be gained.
Typography
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PRIMARY TYPOGRAPHY Gotham is the primary typeface used in the Lotus Bakeries brand. Gotham has an ample variety of weights which makes it very versatile. It can be used for anything between display typography and body copy. It is also very legible due to its sans serif design and tall x–height. It also has an appropriate tone and voice for the Lotus brand because it is very inviting and informal, yet it still looks very modern.
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Gotham Bold ABCDE FG HIJ KLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ %^ & * ( ) Gotham Medium ABCDE FG HIJ KLM NOP Q RSTUV W X Y Z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ %^&* ( ) Gotham Book ABCDEFG HIJ KLM NOPQ RSTUV W X Y Z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ %^&*( )
Typography
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SECONDARY TYPOGRAPHY CoconPro is the secondary typeface used in the Lotus Bakeries brand. CoconPro is an extremely friendly, approachable typeface due to its rounded terminals. It is a perfect typeface to use for headers and large display type. It also has a similar voice compared to the logo typography which keeps things looking consistent. For this brand, the CoconPro Bold and CoconPro Bold Italic should be the only fonts used.
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CoconPro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ %^ & * ( ) CoconPro Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ %^ & * ( )
Typography
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TERTIARY TYPOGRAPHY Garment District is the tertiary typeface used in the Lotus Bakeries brand. This mono-line script typeface should only be used in packaging applications. Its informality and trendy style is perfect for packaging typography because it appeals to a large range of people. Garment District should only be used in large font sizes to display the product name on packaging.
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Garment District A B C D E F G HI J K L M N O P Q R S T U V W X YZ abcdefg hi jklmnopqrstuvwxyz
Aa Bb Cc
Typography
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05 PHOTOGRAPHY
Photography Overview Photo Subject Matter Photography Misuse
Photography
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PHOTOGRAPHY OVERVIEW All photography should be highquality in nature. A good DSLR camera should be used for all photography and photo editing should be minimal. Photos should not be grainy, oversaturated, blurry, or over-contrasted. Photos should be set up in natural light situations when possible. The photographer should shoot phots in an exposure that appears natural. All images should contain appropriate, consistent subject matter.
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PHOTO SUBJECT MATTER Photos should be set up in such a way that appears well-thought-out; the composition should be planned. Unnatural, posed group photos of people should be avoided. The use of free public stock photography should be avoided; Lotus Bakeries’ creative team should take the photographs when possible. Birds-eye-view table scenes are appropriate and recommended to promote Lotus products. People should not be shown in promotional photos, rather the photo should express the impermanent presence of people. The use of photos containing people is only permitted when the people in the photo work for Lotus Bakeries.
Photography
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PHOTOGRAPHY MISUSE The photos shown on the right are examples of incorrect uses of photography. Photo 1 is incorrect because it is a cliche stock photograph. Using trite photo shot set-ups is not permitted. Also showing customers consuming Lotus products is not allowed. Photo 2 and 3 are incorrect because they are posed group photos. Posed group photos are not aesthetically pleasing and are inappropriate for the promotion of the Lotus Bakeries brand. They also are using poor lighting situations which is prohibited. Photo 4 is incorrect because it is pixelated due to low-resolution. All images used to promote the Lotus Bakeries brand should be high-quality and lightly edited.
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DESIGN APPLICATIONS Stationery Print Advertising Packaging Website Digital Advertising Outdoor Advertising Vehicle Graphics Facilities Staff Uniforms Store Experience Merchandise
Design Applications
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STATIONERY LETTERHEAD Size: 8.5” X 11” Orientation: Portrait Color Mode: CMYK ®
® LOTUS BAKE RIE S NV
15 October 2018
15 October 2018
Lembeke, Belgium
Lembeke, Belgium Jan Boone
Jan Boone Chief Executive Officer
PHON E
Lotus Bakeries
+32 9 376 26 11
FA X
To whom it may concern:
+32 9 376 26 26
Chief Executive Officer Lotus Bakeries
To whom it may concern:
I am eager to announce that Lotus Bakeries has officially begun construction on the
info@lotusbakeries.com
I am eager to announce that Lotus Bakeries has officially begun construction on the
new manufacturing plant located in Mebane, North Carolina, United States. This is
new manufacturing plant located in Mebane, North Carolina, United States. This is
a huge accomplishment for Lotus Bakeries because this plant will become our first
a huge accomplishment for Lotus Bakeries because this plant will become our first
operation located outside of Belgium. We have decided to invest $50 Million to
operation located outside of Belgium. We have decided to invest $50 Million to
build this factory in order to respond to the exponential growth and demand for our
build this factory in order to respond to the exponential growth and demand for our
products throughout the world.
products throughout the world.
11 in
Construction is well under-way and expected to be completed by June 2019. We are so
Construction is well under-way and expected to be completed by June 2019. We are so
excited for this huge project to be finished so we can begin the hiring process.
excited for this huge project to be finished so we can begin the hiring process.
Please contact me at +32 9 376 26 11 or J.Boone@lotusbakeries.com if you have any
Please contact me at +32 9 376 26 11 or J.Boone@lotusbakeries.com if you have any
questions or comments regarding this project. Also you may refer to our internal job
questions or comments regarding this project. Also you may refer to our internal job
postings at lotusbakeries.com/corporate/careers/internal _ jobs if you are interested
postings at lotusbakeries.com/corporate/careers/internal _ jobs if you are interested
in career opportunities at the United States facility.
in career opportunities at the United States facility.
Sincerely,
Sincerely,
JAN BOO N E
JAN BOO N E
CH I E F E XECUTIVE O FFICE R
CH I E F E XECUTIVE O FFICE R
8.5 in
Lotus Bakeries
PHON E +32 9 376 26 11
FA X +32 9 376 26 26
E MAIL
E MAIL
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LOTUS BAKE RIE S NV Gentstraat 1 B-997 1
Gentstraat 1 B-997 1
info@lotusbakeries.com
ENVELOPE Size: 9.5” X 4.125” Orientation: Landscape Color Mode: CMYK LOT U S BA K E R I E S N V
4.125 in
Gentstraat 1 B -997 1 Lembeke, Belgium
9.5 in
Design Applications
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STATIONERY MAILING LABEL Size: 3” X 5” Orientation: Landscape Color Mode: CMYK
LOTUS BAKE RIE S NV Gentstraat 1 B-997 1 Lembeke, Belgium
3 in
To:
5 in
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BUSINESS CARD Size: 2” X 3.5” Orientation: Landscape Color Mode: CMYK
Jan Boone CHIEF EXECUTIVE OFFICER
2 in
LOTUS BAKERIES NV Gentstraat 1, B-9971 Lembeke, Belgium T. +32 9 376 26 11 | E. J.Boone@lotusbakeries.com www.lotusbakeries.be/nl
3.5 in
Design Applications
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STATIONERY NOTEPAD Size: 4” X 5.5” Orientation: Portrait Color Mode: CMYK
LOT U S BA K E R I E S N V Gentstraat 1 B -997 1 Lembeke, Belgium
5.5 in
4 in
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PRINT ADVERTISING MAGAZINE ADVERTISEMENT Size: 8.5” X 11” Orientation: Portrait Color Mode: CMYK
Design Applications
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PACKAGING LOTUS BISCOFF COOKIES Size: 4” X 8” Orientation: Portrait Color Mode: CMYK
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LOTUS SUZY WAFFLE BITES Size: 4” X 8” Orientation: Portrait Color Mode: CMYK
Design Applications
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PACKAGING TREK GRANOLA BARS Size: 2.25” x 5.875” Orientation: Portrait Color Mode: CMYK
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OUR BRANDS Check Out Our All-Natural Brands In addition to Lotus Biscoff, Lotus Bakeries has full ownership of 15 other brands. Click on the brands below to be re-directed to each of the brands’ websites to learn more about them.
WEBSITE
®
D E LI C I O U S LY P U R E S N AC K S
DESKTOP WEBSITE Size: 1920px X 7700px Orientation: Portrait Color Mode: RGB
B O R N F R O M N AT U R E
RECIPES
®
Providing Deliciously Pure Snacks Since 1932 Lotus Bakeries was founded by Jan Boone Sr. and his brother in 1932
the world.
with an emphasis on the use of all natural ingredients. It all started in Belgium, where they delivered their traditional Speculoos biscuits in
Today Lotus Bakeries still remains a well-known global brand. They
their trademark red delivery truck. By the 1970s, these Speculoos
still respect the core values established in 1932 by the founders. They
biscuits were being offered as a mid-flight snack on Delta Airlines and
strive to use all-natural ingredients, respect basic human rights, and
other American airlines under their new name “Biscoff”. This name
continue to operate in the most sustainable manner possible.
refers to the biscuit’s complementarity with coffee. It was at this point that Lotus products were beginning to be enjoyed all around
ABOUT US Get Creative with Our Products Lotus Bakeries products can be enjoyed alone or they can be added to your favorite recipes to spice things up in the kitchen. We have prepared a few recipes that can be savored today and passed on to generations to come.
CAREERS
We Are Growing Every Day Lotus Bakeries has been serving the world with the most pure snacks
Mebane industrial area. This operation will not only respond to the
since 1932. They have been doing it solely through production in
growth of Lotus Biscoff in the United States, but also make our
Belgium. All of this is about to change.
logistics more sustainable.
Lotus Bakeries is proud to announce the expansion of production facilities into the United States. Construction of a brand new manu-
Click the link below to learn more about the construction of this new manufactuing facility.
facturing facility in Mebane, North Carolina is expected to be complete in 2019. This facility will bring in over 2, 000 jobs in the
LEARN MORE
Apply for the Best Jobs All Around the World Lotus Bakeries is dedicated to hiring only the best of the best. From our beginning, we have valued basic human rights and will continue to provide safe work environments with great pay and benefits. Click the link below to browse current job openings.
SEARCH JOBS NOW
© 2018 Lotus Bakeries, All Rights Reserved Privacy Policy
Terms of Use
Site Map
Index
OUR BRANDS Check Out Our All-Natural Brands In addition to Lotus Biscoff, Lotus Bakeries has full ownership of 15 other brands. Click on the brands below to be re-directed to each of the brands’ websites to learn more about them.
®
D E LI C I O U S LY P U R E S N AC K S
B O R N F R O M N AT U R E
RECIPES Design Applications
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WEBSITE The image on the right shows what the desktop site will look like pulled up on a desktop device. The main thing to point out about this website is the way the navigation functions. Here you can see the navigation is fixed and will follow you as you scroll through the site which allows for easy access to important aspects of the site using the icons. The navigation can be expanded by clicking the arrow on the top right corner.
Condensed Navigation
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Lotus Bakeries
The image on the right shows what the navigation looks like once the user expands it using the top right arrow. The expanded navigation gives a more traditional experience for navigating through the site.
Expanded Navigation
Design Applications
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DIGITAL ADVERTISING MOBILE PHONE ADVERTISEMENTS Size: 375px X 675px Orientation: Portrait Color Mode: RGB
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WEB ADVERTISEMENT Size: Various Orientation: Various Color Mode: RGB
728px X 200px
TAKE A LOTUS BREAK. 728px X 90px
300px X 100px
300px X 250px
Design Applications
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OUTDOOR ADVERTISING BILLBOARD ADVERTISEMENT Size: 14’ X 48’ Orientation: Landscape Color Mode: CMYK
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Lotus Bakeries
BUS STOP ADVERTISEMENT Size: 48” X 72” Orientation: Portrait Color Mode: CMYK
Design Applications
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VEHICLE GRAPHICS TRACTOR TRAILER PANEL Size: 14.5’ X 72’ Orientation: Landscape Color Mode: CMYK
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DELIVERY VAN WRAP Size: 8’5” X 16’ Orientation: Landscape Color Mode: CMYK
Design Applications
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Design Applications
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FACILITIES
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Design Applications
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STAFF UNIFORMS Lotus Bakeries staff should always have clean white uniforms. Lab coats should be worn within the production plants. White polos should be worn by employees that work in offices. Every employee should have an approved ID badge like the one shown on the far right.
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Design Applications
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STORE EXPERIENCE The Lotus Biscoff Coffee Corner is located on Pier 39 in San Francisco, California. This store sells coffee, desserts, and Lotus merchandise. Each coffee comes with a complimentary Lotus Biscoff cookie. The whole store has been designed with customers in mind. We want the customers to notice from the street that this store is a Lotus Biscoff store. Each detail of this store was planned to serve as a manifestation of the Lotus Biscoff brand. We want the customers to experience this through each step in their purchasing journey.
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Design Applications
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STORE EXPERIENCE In addition to the Lotus Biscoff Coffee Corner, there are also Lotus Biscoff Coffee Carts located in various spots on Pier 39 in San Francisco, California. The Lotus Biscoff pattern is used on the awning and coffee cups to help customers recognize the brand.
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Design Applications
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MERCHANDISE
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Design Applications
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07 APPENDIX
About the Project Colophon
Appendix
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ABOUT THE PROJECT This project was a semester-long exercise for the Identity Systems class taught by Steven Skaggs at the University of Louisville, Hite Art Institute. This Graphic Standards Manual was fully designed by Jessica Byrd in the Fall of 2018. The students were assigned to the company they would be working with for the whole semester in Early August. They then worked on development of the new company logos for the whole month of September. In the month of October, students focused on developing the visual system through design applications. Finally, The whole month of November was dedicated to the design of the Graphic Standards Manuals. The images on the right show some logo sketches from the very beginning stages of this project.
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Each detail in this manual has been thoughtfully implemented and refined. From each curve in the logo to each sentence written in this manual, all aspects throughout the process were given an extremely high amount of attention through a highly critical eye. I hope you have enjoyed reading this manual as much I enjoyed thinking about and designing it through every step of the way.
Appendix
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COLOPHON A Graphic Standards Manual for the Lotus Bakeries brand.
pg. 71—Free Lanyard Mockup by Amr Bo Shanab on pinspiry.com
pg. 06—Black and white photo of coffee and biscoff: hiveminer.com
Designed by Jessica Byrd for Identity Systems class taught by Steven Skaggs in the Fall 2018 semester at the University of Louisville, Hite Art Institute in Louisville, KY.
pg. 76—Free Paper Coffee Cup Mockup by MassDream
pg. 07—Photo of Belgian Stock Exchange: visiteiffel.com
pg. 76—Free Button Mockup by PIXEDEN
pg. 08—First global brand logo: fr.kisspng.com
Printed by Blurb, 10 X 8 inch standard landscape photo book, image wrap hardcover. Printed on Premium Matte paper, 100#, 148 gsm.
pg. 76—Free Mug Mockup by ZippyPixels
pg. 09—Most recent Lotus logo: lotusbakeries.be
pg. 76—Free T-shirt Mockup by MrMockup.com
pg. 20—Image of Lotus corporates at a table: trends.knack.be
pg. 77—Free Canvas Bag Mockup by Oblongers
pg. 32, 53, 63—Image of person holding coffee cup on blanket: Biscoff Cookies Facebook page
Headers set in Gotham Light 32pt. Body Copy set in Gotham Light 8pt/12pt.
RESEARCH pg. 12—research about the symbolism of the Lotus flower: lotusflowermeaning.net lotusbakeries.com/corporate
pg. 77—Free Hat Mockup by Amr Bo Shanab on freebies.fluxes.com pg. 77—Free Hoodie Mockup by GraphicBurger
pg. 40—Image of coffee cup and biscoff cookies: Biscoff Cookies Facebook page pg. 70—Plain White Lab Coat: PACuniforms.com
MOCKUPS
IMAGE CREDITS
pg. 66, 67—Photo of Lotus Headquarters: g-2.be
pg. 54, 55—Free Tuck-lid Packaging Mockup by designbolts.com
pg. 02, 03—Black and white image of women working: biscoff.com
pg. 71—Plain White Polo Shirt: toio.asia
pg. 56—Free Chocolate Bar Mockup by ©graphicrefer.com
pg. 04— Black and white photo of Biscoff stacked in store: lotuscorner. com.kw
pg. 63— Free Bus Stop Ad Mockup by be.net/ahpons
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Lotus Bakeries
pg. 06—Black and white delivery truck photo: lotuscorner.com.kw
Appendix
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Lotus Bakeries