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Style Guide 2015
Here's the Scoop Inside these pages, you will learn about Snow Queen and why we exist. Do we serve the best ice cream this side of the Mississippi? Ya damn right we do, but there’s a little more to it than that. Not only do we use the best ingredients to make the tastiest flavors, we like to look the part too. To us, every day is a day to wear our Sunday best. It is a refelction of the pride we have in our products. This guide will help you (and us) make sure Snow Queen consistently stays on the mark of quality.
Contents PART I: OVERVIEW 6 Who We Are 7 How We Speak PART II: OUR SUNDAY BEST 10 Our Logo 12 Color Palette 13 Textures 14 Photography 15 Typography PART III: APPLICATIONS 18 Menu & Signage 19 Stationery Suite 20 Other Applications CLOSING 22 Contact Information & Assets Download Link
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The Southern tongue has a taste for bold flavors and finger lickin’ goodness. Dig your silver spoons into Snow Queen’s ice cream and spend some time in the south; we take care of you here. Just a warning, this dessert is not for your grandmother’s fine china. Best stick to a mason jar, it’s more comfortable. You are part of a new generation now and you are feeling sweet, so why don’t you indulge in something your mama would be proud of?
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Who We Are
TRADITIONAL
There are some things that never change. Combined with our good manners and southern hospitality, you will find only best flavors from our childhood in our ice cream.
CONFIDENT
Our hard work and passion for quality has gotten us to where we are today. We know we serve the best ice cream you have ever had and we want it to make you smile on the inside and out.
CASUAL
To us, there is no such thing as uptight ice cream. We believe in a friendly atmosphere for employees and customers alike. There are always friends among Snow Queen ice cream.
How We Speak We sell ice cream, not quantum mechanics or world peace. Snow Queen’s voice comes from the heart. We speak like we want to be spoken to, as a person, a human being. We are friendly yet respectful, positive yet realistic. We enjoy a good laugh but sometimes, just a smile and a Bourbon Vanilla cone will do. People have opinions, but at Snow Queen we keep those to ourselves. If there are ever questions, we will try to educate and not intimidate. We might ask you how your day has been and apologize if it wasn’t so great. Our way of communication is short and sweet because we would rather have you enjoy our ice cream instead of talk about it.
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we never worry on how to dress, b e c au s e
e v e r y d ay we will wear our
SUNDAY
BEST
It is important to us to stay consistent across all channels of our brand. As one presses their suit, we ensure to use vector files for print. As one’s shoes matches a dress, we never stray from our color palette. Read on to learn how to always keep us well dressed.
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Our Logo Our two most valuable assets: our ice cream and our logo.
Full Color:
Logo à la Mode:
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Single Color on Texture:
Transparent on Texture:
Clear Space: Please don’t invade our personal space. Adequate breathing room for the logo has been measured so we all can relax.
Scale:
We want to be seen at any scale. So if you must shrink the logo, please adhere to the minimum logo size. 1.0” WIDE
Common Mistakes: It is likely if you have gotten this far, we trust you. Just to cover our rears, please do not do the following to our logo. When in doubt, you can always contact us: J.Frost@SnowQueen.com TAKING SNOW QUEEN FROM HER BALL Rude. There is no glass slipper to save her. STRETCHING or DISTORTING It just hurts. There is a shift key next to both your pinkies please use them wisely.
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USING COLORS NOT ON THE PALETTE It hurts our eyeballs. Please always stick to the color palette.
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SNOW QUEEN • S T Y L E G U I D E | P A R T I I : S U N D AY B E S T
Color Palette
CHOCOLATE C60 M53 Y69 K39 R84 G82 B67 HEX #765e49 SWEET TEA
ICE BLUE
FROST
SILVER SPOON
SPEARMINT
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C21 M45 Y100 K2 R201 G141 B30 HEX #c88e2b C75 M0 Y19 K17 R0 G161 B179 HEX # 00a1b4 C49 M0 Y19 K0 R123 G206 B210 HEX #7bced2 C40 M32 Y47 K57 R84 G86 B74 HEX #d1d3d4 C61 M32 Y100 K32 R87 G108 B44 HEX #529736
Texture BURLAP • WOOD • CANVAS • LINEN PAPER Our ice cream is cold but our people are not. We like to use the natural textures above to communicate balance between cold ice cream and a warm environment. All of these are available in our assets download. and are meant to be used in combination with our color palette and preferred photography.
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Photography Here is a small sampling of our preferred photography. Smiling faces eating ice cream is our favorite. Please remember: ice cream photos should only come from a certified Snow Queen Ice Cream Source! This means we only want to use photos of our ice cream, not someone else’s ice cream.
Typography Headers • Nouvelle Vague Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Punctuation & Numbers • Elephant & ! ? • { } ( ) 1234567890 Subheaders • Nexa Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Body Copy • Nexa Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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for every situation,
we have some guidelines on
BRAND A P P L I CA T I O N S For when it is time to bring our brand out into the real world, we have provided a short list of guidelines with examples. There will be many more instances than what is shown, we’re sure, but this will give you an overview.
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Menu & Signage Since we make our flavors by small batches, our menu is likely to change often. Our chalk board wall menus will give us the freedom to do so and our counter signs will let everyone our prices.
On the Wall
On the Counter ICE CREAM
M E NU CONE S
1 SCOOP
$2.50
2 SCOOPS
$4.50
CUP S SMALL
$2.50
MEDIUM
$4.50
LARGE
$6.50
EXTRA S FIXINS SYRUPS
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$.75/EA $1.00/EA
DRINKS
$3.00
COFFEE, WATER
$2.00
Stationery Suite We can’t get enough of natural textures. Our stationery is printed on Mohawk VIA Linen text and cover stock. Please see the following link for setup and production specs: snowqueen.com/intranet/stationery
Business Card
Letterhead
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JILL FROST CEO, OWNER
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8765 Glenwood Avenue Raleigh, NC 27612 (919) 867-5125
8765 Glenwood Ave
J.Frost@SnowQueen.com
Raleigh, NC 27612 (919) 867-5125
SN OWQUEE N.C OM
Envelope
HQ@SnowQueen.com SNOWQUEEN.COM
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8765 GLENWOOD AVE. RALEIGH, NC 27612
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Other Applications Here are a few examples of the wide range of applications of how our brand can appear.
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When in Doubt We get it, there will be times when the style guide just doesn’t give you what you need. Please do not hesitate to ask one of us at Snow Queen if you are having trouble with design direction. Also keep in mind that projects will not get a green light until you receive approval from official Snow Queen leadership.
Contact: J.Frost@SnowQueen.com Assets Download: snowqueen.com/intranet/brand
SNOW QUEEN • Style Guide 2015