Wheeler's Yard Brand Manual by Joelyn Faith Chen

Brand Manual Chen Joelyn | Branding Design | 1301255D | TD02

Contents Introduction

Using These Guidelines

The Toolkit

The Logo

Minimum Size

The Clearspace

The Logo In Colour

The Violations

The Typography

The Colour Palette

Photography Style

The Bike Track

Bike Track Mim

Appendix

Introduction As Singaporeâ&#x20AC;&#x2122;s first integrated bicycle cafe, we aspire to inspire a new Singaporean lifestyle by sharing the love of cycling and unwinding from our busy lives. We are sincere in what we believe in and we want to share that with anyone who encounters the Wheelerâ&#x20AC;&#x2122;s Yard brand. With our revamped brand identity, we can establish the honesty and authenticity we want consumers to remember comparable to our prominent big blue doors. This opportunity is akin to an open door, where we can change perspectives and reach out to our consumers.

Using These Guidelines These guidelines are a reference for you to help create a consistency across all forms of Wheelerâ&#x20AC;&#x2122;s Yard communications. This will bring an understanding on what to do and what not do on the aspects of our brand identity. In the following pages, each aspect will be explained in further detail so as to strengthen any future forms of communication, thus building and strengthening a more concise Wheelerâ&#x20AC;&#x2122;s Yard identity.

The Wheeler’s Yard Toolkit This toolkit comprises of the aspects in the Wheeler’s Yard brand identity. They are used to express our Wheeler’s Yard brand and identity. Comprising of the Wheeler’s Yard logo, wordmark, logo lock ups, typography and colour palette, these aspects are to provide and guide in a more accurate brand image and voice.

Wheeler’s Yard Logo

Vertical Lock Up

Primary Colours

Typography

Retrosans PANTONE 5455 U

Gotham Rounded Book

PANTONE 637 U

PANTONE 2935 U

The Wheelerâ&#x20AC;&#x2122;s Yard Logo A logo is a door between the brand and consumer. Our identity as an integrated bicycle cafe is echoed in this straightforward and simple symbol. Through its lively graphics, it represents our brand vision to inspire a whole new Singaporean lifestyle.

Minimum Size The Wheelerâ&#x20AC;&#x2122;s Yard logo has to be represented prominently and its size is relative to the form of communication it is used in. For the logo symbol, tt should not be reproduced in sizes smaller than 11mm wide in print, and 40 pixels wide in digital applications. For the logo symbol with logotype, tt should not be reproduced in sizes smaller than 18mm wide in print, and 65 pixels wide in digital applications.

Digital

11mm

40px

18mm

65px

Clearspace of logo symbol The minimum measurement of clearspace around all sides of the logo (x) is equal to one wheel of the logo symbol. Therefore, the logoâ&#x20AC;&#x2122;s overall height (3x) is equivalent to thrice of the minimum measurement (x).

3x x

x 06

Clearspace of vertical lock up The minimum measurement of clearspace around all sides of the logo (x) is equal to one wheel of the logo symbol. Therefore, the logoâ&#x20AC;&#x2122;s overall height (3x) is equivalent to thrice of the minimum measurement (x). With the logotype, its width is equal to five times (5x) of the minimum measurement.

5x 07

Positioning The Wheelerâ&#x20AC;&#x2122;s Yard logo should be only placed in these various positionings for any forms of media.

Logo should only be positioned at the top of the page along the y-axis

Logo can be positioned at the bottom of the page along the y-axis

Logo can be positioned at the centre of the page along the y-axis

Logo can be positioned on the bottom left of the page along the x-axis

Logo can be positioned on the upperleft of the page along the x-axis

Logo can be positioned on the upper right of the page along the x-axis

Logo should not be positioned at the bottom right of the page along the x-axis

Three Colour Logo

One Colour Logo

The Wheelerâ&#x20AC;&#x2122;s Yard logo comprises of three cool tones, two shades of blue and a cool shade of grey. These three colours should only be used to represent the Wheelerâ&#x20AC;&#x2122;s Yard brand to build consistency in the brand identity.

The one colour logo is only to be used where a one color print job is required. When such a situation occurs, PANTONE 2935 U is recommended. However, in any instances where either black or white is the only necessary color printed, both versions of the logo are also acceptable.

The logo on a white background.

The logo in PANTONE 2935 U on a white background. The shadow within the cup has to be in 40%.

The logo in black. The shadow within the cup has to be 40% black.

The logo in white on our iconic blue. Similarly, the shadow within the cup has to be 40% white.

Violations These a list of instructions of what you should not do to the Wheelerâ&#x20AC;&#x2122;s Yard logo. The logo symbol should not be manipulated. The logotype should always be horizontal.

Do not manipulate the logo symbol, for example enlarging the bicycle aspect of the logo.

Do not use colours outside the colour palette.

Do not enlarge the cup aspect of the logo symbol.

Do not invert the logo symbol.

Do not stretch the logo.

Do not tilt the logo symbol.

Typography Typography plays an important role in representing our brand expression. We have incorporated the Gotham Rounded family across all forms of communication. For posters, Retrosans can used as a font for headers. Gotham Rounded Book

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Rounded Medium

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Rounded Light

ABCabc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Gotham Rounded Book Italic

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Rounded Medium Italic

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Rounded Light Italic

ABCabc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Retrosans

ABCabc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Colour Palette The Wheeler’s Yard colour palette only comprises of three predominant colours. These three colours are fundamental to the Wheeler’s Yard brand.

Primary Colours

PANTONE Uncoated CMYK RGB

Pantone 637 U 61 0 9 0 95 195 227

PANTONE Uncoated CMYK RGB

Pantone 2935 U 90 61 0 0 28 941 70

PANTONE Uncoated CMYK RGB

Pantone 5455 U 25 11 10 0 199 213 222

One Colour Relationships For Wheeler’s Yard, our colour language is extremely straightforward. Only Pantone 2935 U or white should be used as a complete background colour with the other colour used as an accent.

BIKE. DINE. UNWIND. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua aqui.

At Wheeler’s Yard, we’re bikers too. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua aqui.

If Pantone 2935 U is used as the background colour, the white Wheeler’s Yard logo must be used.

In any instances photography is used, the text and logo must always in a white box at the bottom of the poster.

Violations These a list of instructions of what you should not do when using colour for the Wheeler’s Yard brand.

BIKE. DINE. UNWIND. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua aqui.

BIKE. DINE. UNWIND.

At Wheeler’s Yard, we’re bikers too.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua aqui.

Do not add horizontal lines in another colour.

Do not add vertical lines in another colour.

Do not add shift the box upwards or add a secondary box.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua aqui.

Do not put text on any form of photography.

Photography Style Photography is one of the ways we express the Wheeler’s Yard brand therefore it is very important that the imagery used to portray our brand is executed properly and accurately. The elements of our photography requires to portray authenticity, both a brand value and part of our brand personality. Our photography is portrayed through two key statements, “Bike With Us” and “Dine With Us”.

Bike With Us Through this statement, we invite our customers to cycle to Wheelerâ&#x20AC;&#x2122;s Yard and enjoy themselves while doing so. Therefore, the photography used to express this statement has to invoke joy and happiness of models experiencing joy while cycling. It should encourage the viewer to feel happy or encouraged to cycle. The imagery has to be shot in natural light and has to be depicted where it does not look forced or fake.

Dine With Us Through this statement, we invite our customers to dine at Wheelerâ&#x20AC;&#x2122;s Yard. Therefore, the imagery used has to entice the viewer with the images of the food from our Wheelerâ&#x20AC;&#x2122;s Yard cafe. The images of the food has to be shot in natural or white light so as to invoke a natural feel upon looking at the imagery.

The Wheeler’s Yard Bike Track Beyond our Wheeler’s Yard logo and logo symbol, the Wheeler’s Yard bike track symbolises movement and activeness to our brand. This graphic is applied to bring life to the logo especially on items that require the movement of things or requires the customer to use the item. Such examples would be using the menu and receiving Wheeler’s Yard letters.

Minimum Size The Wheelerâ&#x20AC;&#x2122;s Yard bike track size ranges from 2mm to 3mm. The width of the bike track is based on the length of the page. The track is only to be in the colour, Pantone 5455 U lest in black and white or grayscale, it is to be 40% of the black, white or gray shade.

Digital

11mm

40px

2mm 18mm

2mm 65px

2mm

3mm

Violations These are the various things you are not allowed to do to the Wheelerâ&#x20AC;&#x2122;s Yard bike track.

Do not cut the bike track, it has to be end at the end of the page.

Do not change the colour of the bike track besides Pantone 5455 U, unless the logo is in black and white or gray scale.

Appendix These are the examples of the Wheelerâ&#x20AC;&#x2122;s Yard identity in various applications. This is so to explain and portray the guidelines and versatility of our identity.

Stationary

Dear Adelia, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam malesuada rhoncus arcu, vel hendrerit augue. Duis vel efficitur urna, a bibendum tortor. Donec pharetra ac enim vulputate scelerisque. Vivamus tempor pulvinar metus, ut gravida enim vehicula vel. Suspendisse congue commodo dolor, in bibendum ipsum sagittis at. Quisque sollicitudin sodales arcu quis scelerisque. Donec volutpat aliquet faucibus. Mauris vel odio ac est malesuada pellentesque. Donec rhoncus orci quis enim tincidunt, vel sagittis ligula convallis. Etiam eu ultricies justo, consequat dapibus leo. Fusce ut egestas justo. Proin vulputate, lorem nec condimentum bibendum, lacus risus feugiat lectus, eget elementum nibh orci at ipsum. Nunc rhoncus porttitor accumsan. Duis elit nisi, vulputate eget faucibus in, interdum quis magna. Proin tincidunt ut libero ut tempor. Pellentesque non nisi in turpis ultrices blandit quis sit amet dui. Donec ut luctus ex, in congue arcu. In hac habitasse platea dictumst. Phasellus condimentum eget sem ac vulputate. Morbi sit amet tellus convallis, laoreet lacus non, aliquam sem. Integer elit nunc, posuere ut ornare id, pulvinar vitae tellus. Nunc laoreet ultrices lorem quis luctus. Morbi ac enim risus. Donec et nulla sodales, ultricies tellus vel, consequat metus. Duis sit amet egestas tellus. Proin lobortis erat vitae magna bibendum, sit amet tempor eros sollicitudin. Vestibulum viverra a elit in accumsan. Ut ornare pretium lectus et aliquet. Phasellus vel nisl ac eros lacinia suscipit at nec risus. Duis dignissim accumsan nibh ut facilisis. Nulla sollicitudin mauris risus, sed commodo nulla vestibulum id. Fusce cursus, velit sit amet efficitur faucibus, sem ante ultrices sem, eu volutpat nisi libero in urna. Aenean semper imperdiet nisi, nec tincidunt quam ultrices quis. Pellentesque consequat sem nec justo porttitor rutrum. Nullam pulvinar metus erat, in vestibulum lectus laoreet pharetra. Aliquam tristique erat ac bibendum pellentesque. Nam nisl augue, aliquet a aliquam ac, eleifend eu dui. Nullam et tortor sit amet ante facilisis fringilla ut sed metus. Maecenas facilisis ac turpis a interdum. Sed suscipit magna ut maximus scelerisque. Aliquam erat volutpat. Aenean pellentesque vulputate orci ac placerat. In hendrerit felis laoreet risus tincidunt pretium. Nam fermentum vitae turpis sit amet varius. Pellentesque ante lectus, pellentesque sed mollis sit amet, rutrum id lacus. Integer ac luctus metus. Fusce condimentum maximus ligula sed consequat. Best regards, Wheelerâ&#x20AC;&#x2122;s Yard

Overall stationary

Letterhead

Front and back of letterhead

Stationary

Front of envelope

Front and back of namecard

Back of envelope

Website

Homepages

About Us page

Cafe page

Bike page

Drink Menu

Food Menu

Staff T-shirt

Promotional ltems

Canvas bag

Coffee cup

Shopping bag

Paper bags

28 Lorong Ampas 328781 http://www.wheelersyard.com 6254 9128