A Southern American Ice Cream Brand
Style Guide 2014
Gracious
Cool Fresh
This style guide identifies and clearly defines the graphic standards for Snow Queen. It serves as a vehicle that holds the Snow Queen brand together. As you navigate through the document you will learn about our standard appearance, preferred logo and imagery that signifies Snow Queen as a Southern American Ice Cream Brand. We are no ordinary brand and our general guidelines encourage the use of visuals that give our customers the feeling of a warm welcome and an inviting environment. Sharing this knowledge will keep our branding true to the strategy that was developed.
TABLE OF CONTENTS
How to use this Guide.............................3 Brand Positioning.......................................4 Target Audience.........................................5 Snow Queen Brandmark Defined......6 Secondary Graphics.................................7 Brandmarks..................................................8 Color Palette...............................................9
Typography................................................10 Clear Spacing............................................11 Color Applications...................................12 Correct Use of Logo..............................13 Incorrect Use of Logo...........................14 Imagery.........................................................15 Application of Branding.........................16 References..................................................17
3 How to Use this Guide
specific target market creating promotional drivers for Snow Queen. should reflect the characteristics of the Snow Queen brand Consistency is an but have the flexibility assurance to our This guide should be to meet your customers that we used as a reference deliver only the highest individual market needs. when developing and quality product. All reproducing the Snow If questions should arise elements associated Queen brand and we are here to help, with branding such as products. It includes please contact us at clear guidelines on how messaging, logo, 1-888-SNO-QUEN or color, typography and various Snow Queen post a question at style must be branding elements www.snowqueeniceinstantly recognizable. should be used in cream.branding.com There should be no various applications. confusion of our identity. It is critical that these Relevance of design and guidelines be used as use of imagery in your your blueprints when
4
Cool
Gracious Brand Positioning
The Snow Queen brand will forge and maintain long-term relationships with their customers by establishing a consistent and trusted brand who’s sole purpose is to exceed expectations of product quality and service.
Fresh
Hospitable
5
Target Audience Our product can be enjoyed by all customers no matter what age. Snow Queen’s frozen delicacies are unique in offering traditional southern flavors all served at our relaxed Art Nouveau style parlor.
5
Snow Queen Bandmark Defined
Brand Name
Golden Frame Highlight
The Snow Queen brandmark is composed 6 elements. These elements form the brandmark for Snow Queen. It this point in the launch using all of the elements when ever possible is preferred. The Snow Queen raises her prized product for all to see and offers it to everyone.
Ice Cream & Cone
Queen’s Hand
Queen’s Sleeve
6
7
Secondary Graphics Currently there are no secondary graphics used with the Snow Queen Brand. The circular elements below can be used in your design but should never attach it to the Snow Queen logo. Using our core color palette you can add these as an accent but should never be too dominate in the design.
Brandmark s
8
The Snow Queen Brand has various lock-ups for different applications. Horizontal Layout No Frame
Print Application Vertical Layout
APP. Icon for Phones and Notebooks
Small Horizontal
Small Horizontal No Frame
9
Color Palette The Snow Queen brand colors are very important for brand recognition. Rose and Peach are primary colors that should be used for titles and subheads Secondary colors are Light Blue and Light Pink. Font color for body copy is Brown and background is a Light Yellow.
Typography Oriya MN
Oriya MN is primarily used for subheads, and primary running text.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz—1234567890—!@#$%^&*( ) { } [ ] ?
Herculanum Herculanum is used for headlines and subheads, never for running text. To give it extra weight a stroke can be added to create a bolder weight.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890—!@#$%^&*( ) { } [ ] ?
Inkwell Inkwell is a secondary font only to be used for highlighting a word in a subhead.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@$&( )?
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Clear Space The Snow Queen branding needs clear space to ensure proper visibility of the bandmark. Keeping the clear space around the logo ensures there is no distraction from imagery, text or other graphic elements. The letter “O” from the Snow Queen logo is used to create the minimum distance from the brandmark. Extra distance is preferred when available. Minimum size for the 4 color logo is 1” x 2 3/8”. There are more scalable options on the next page.
1” x 2 3/8”
1 3/8” x 7/8”
Color applications The Snow Queen brandmark can be used in four formats One Color
B/W Reversed
B/W
Four Color
12
13
Correct Use of Logo The Snow Queen brandmark can be used in four configurations B/W
Four Color
One Color
The Use of a Four Color Logo is Preferred!
B/W Reversed
inCorrect Use of Logo
14
The Snow Queen brandmark should not be altered or redrawn in any way. The examples below illustrate a few of the unacceptable ways to use our brandmark. DO NOT
add a violator
DO NOT
move brand name outside
DO NOT
DO NOT
DO NOT
change brand colors
change the Angle of logo
change ice cream flavors
15
Imagery
DO NOT
The Snow Queen Imagery is innocent and wholesome. Product shots should be staged to show their beauty as well as freshness.
Images of customers in a natural pose holding the product is best.
use inappropriate photography like this.
DO NOT
use an image showing licking of the product.
Application of Branding
16
Social Media
Mobile APP
On the Web
17
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Harvey, B. (2014). Whats 4 Eats: Peach Ice Cream. [website photograph]. Retrieved from http://www.whats4eats.com/desserts/peachice-cream-recipe
Groenen, C. (2010, January 31). Fine Art America: Warm Southern Hospitality. [Photograph]. Retrieved from http://fineartamerica.com/ featured/warm-southern-hospitality-carol-groenen.html
(n.a.). (2013, November 30). My story in recipes: Carmel Apple Tarts. [Blog Photograph]. Retrieved from http://mystoryinrecipes.blogspot. com/2013_11_01_archive.html
Geiger, L. (2011, June 22). Simply Southern, Sweet, Classy and Sassy. Vanilla Ice Cream with Fruit Blend and Pecan-Carmel Crunch Ice Cream. [Blog Photograph]. Retrieved from http://laurengeiger.blogspot.com/2011/06/ice-cream-recipes.html
Carson, D. (2014, January 17). Indian Country Today: Pecans Declared ‘Heart Healthy’; Expectant Mothers Should Eat Nuts. [website photograph]. Retrieved from http://indiancountrytodaymedianetwork.com/2014/01/ (n.a.). (2014, June 3). Healing is Essential. WiseGeek: Peachy Facts. [website photograph]. Retrieved from http://www.healingisessential. com/search/peaches Lights&Decor For All Occasions. (2014). String Lights, 35 Double Layer Snowflakes Green Wire, Plug in. [Website Photograph]. Retrieved from www.lightdforalloccasions.com/p-3595-string-lights-35double-layer-snowflakes-green-wire-plug-in.aspx (n.a.). (2014). Hopesndreams: Ruffled Ceramic Ice Cream Bowls. [Website Photograph]. Retrieved from https://www.etsy.com/listing/165068505/ruffled-ceramic-ice-cream-bowls?ref=market Reid, S. (2014, June 3). Foodista: French Vanilla Butter Cake With Raspberry Filling. [Blog Photograph]. Retrieved from http://www. foodista.com/recipe/DZZSZGF3/french-vanilla-butter-cake-with-raspberry-filling-vanilla-buttercream-frosting-and-bittersweet-ganache Wikipedia (2011, August 23). Gingerbread House in Savannah [Website Photograph]. Retrieved from http://en.wikipedia.org/wiki/Savannah_Victorian_Historic_District Mucha, A. (1897). Mucha Foundation: Reverie. Retrieved from http:// www.muchafoundation.org/gallery/browse-work
Kim, Y. (2014). Real Simple. My Recipes Network: Strawberry Ice Cream Sandwiches. Retrieved from http://www.realsimple.com/ food-recipes/recipe-collections-favorites/desserts/cool-ice-creamdesserts-00000000039522/page6.html Parker, S. (2014). Art Fire. Fabulous Jeweled MERMAIDS “Ocean Treasures” Picture Frame Aqua Opals. [Website Photograph]. Retrieved from http://www.artfire.com/ext/shop/product_view/savannahparker/9025748/fabulous_jeweled_mermaids_ocean_treasures_ picture_frame_aqua_opals/handmade/housewares/home_decor/ frames Parker, S. (2014). Art Fire. Antique Style Victorian Edwardian Deco-Aquamarine Moonstone Ring. [Website Photograph]. Retrieved from http://www.artfire.com/ext/shop/product_view/savannahparker/1450328/antique_style_victorian_edwardian_deco_aquamarine_ moonstone_ring/handmade/jewelry/rings/glass Ebay. (2014, May 15). 3CT Aquamarine 925 Solid Sterling Silver Edwardian Style Filigree Ring Sz 6. [Website Photograph]. Retrieved from http://www.ebay.com/itm/3CT-Aquamarine-925-Solid-SterlingSilver-Edwardian-Style-Filigree-Ring-Sz-6-/371059101279?pt=US_ Fine_Rings&hash=item5664d88e5f iStock. (2012, April 17). Ariwasabi. Ice Cream Girl. [Stock Photograph]. Retrieved from http://www.istockphoto.com/photo/icecream-girl-19975125?st=ce47c8e
iStock. (2013, May, 8). MOnkeybusiness. Romantic Senior Couple Hugging and Eating Ice Cream [Stock Photography]. Retrieved from http://www.istockphoto.com/photo/romantic-senior-couple-huggingand-eating-ice-cream-24310843?st=37d1c4e iStock. (2012, September 27). dlerick. Ice cream Cone with Walnuts. [Stock Photography]. Retrievd from http://www.istockphoto.com/ photo/ice-cream-cone-with-walnuts-21676697 iStock. (2014, May 24). ajafoto. Ice Cream Coupes with Chocolate Truffles and Pralines. [Stock Photography]. Retreived from http:// www.istockphoto.com/photo/ice-cream-coupes-with-chocolate-truffles-and-pralines-40817200?st=37d1c4e iStock. (2014, Febrary, 19). Blueberyy Ice Cream with Mint Leaves. [Stock Photography]. Retrieved from http://www.istockphoto.com/ photo/blueberry-ice-cream-with-mint-leaves-35349072?st=37d1c4e iStock (2014, April 28). vikif. Ice Cream with Fresh Strawberries. [Stock Photography]. http://www.istockphoto.com/photo/ice-creamwith-fresh-strawberries-39327128?st=37d1c4e iStock. (2012, September 13). Caziopeia. Siblings Outside Enjoying Ice Creams. [Stock Photography]. Retrieved from http:// www.istockphoto.com/photo/siblings-outside-enjoying-icecreams-21520099?st=37d1c4e iStock. (2014, February 20). Pixdeluxe. Making Happy Summer Memeories. [Stock Photography]. Retrieved from http://www.istockphoto.com/photo/making-happy-summer-memories-35387914 iStock. (2011, June 05). swilmor. Man and Woman Together on Brighton Beach. [Stock Photography]. Retrieved from http://www. istockphoto.com/photo/man-and-woman-together-on-brightonbeach-16785169 iStock. (2014, June 12). TomWang112. Happy Little Girl Eating Popsicle with Sunset. [Stock Photography]. Retrieved from http://www. istockphoto.com/photo/happy-little-girl-eating-popsicle-with-sunset-40087646 iStock. (2010, June 13). trinum. Avenue of the OAks, Historic Warmsloe Plantation. [Stock Photography]. Retrieved from http://www.istockphoto.com/photo/avenue-of-the-oaks-historic-warmsloe-plantation-13274303 Takyeldin. (n.d.). In Facebook [Home Page]. Retrived August 2, 2014, from http:// www.facebook.com/pages/takyeldin/
Vecteezy. Jay_bo10. LCD screen vector. Retrieved from www.vecteezy.com/technology/33180-lcd-tv-vector Vecteezy. Bella190. Laptop Computer vector. Retrieved from www. vecteezy.com/technology/13862-macbook-pro-vector Templatemo. (n.d.). Webpage free template. Retrieved from www. templatesmo.com/preview/templatemo_064_blue_media
Copyright Š 2014 Snow Queen Ice Cream Corporation.
All Rights reserved.
Snow Queen Ice Cream Corporation 72 Sands Avenue | Savannah, GA 31401 Contact us at 1-888-SNO-QUEN or snowqueenicecream.branding.com