Graphic Standards Manual Ideal Ice cream
Acknowledgement
Ideals Ice cream is undoubtedly one of the best ice parlours in India. Its taste and ongoing innovation of dishes makes it stand out from all other ice cream brands. This project, branding for Ideal Ice cream is an attempt to enhance the brand identity of the company. The logo is designed to maximise the objective of the company. I am grateful to Mr. Mukund Kamath for giving me the permission to go ahead with this project. This is a classroom project guided by Parimal Parmar, a graphic designer from Ahmedabad. His guidance has helped me derive at this following logo. I also thank the type foundries who have been generous enough to let me use their typefaces – Volkart, Amelia and Volte rounded. Sincerely, Kirupali.
Index
Brand Personality Logo Construction of symbol Logotype Colours Reproduction Art Graphic elements Typography
Logo: Incorrect Uses Applications: Business card Letterhead Envelope Tissue paper Invoice Compilation
Brand Personality
Ideal Ice cream is an Ice cream brand based in Mangalore which manufactures and sells ice cream. It has 4 parlours in Mangalore, one of which is the largest ice cream parlour in the country. Its has a retail segment too which now has spread across Karnataka, Kerala and Goa. The company was started 42 years ago and is currently headed by Mukund Kamath. They have won many prestigious awards for their work such as ‘Great Indian Ice Cream Contest 2013. Ideal is a universal brand as it for anyone who eats Ice cream and related products; all genders, age groups and income groups. It aims at serving the best possible ice cream and products in terms of both, quality and taste. They pay attention to smallest of details, from attending to every person with at most love to having an excellent presentation of the ice cream served. Another quality which makes them stand out from all other brands is that they are always innovating different dishes. Mukund personally supervises the research and development of ice-creams that they sell and the recipes are kept a closely guarded secret. In short, Ideal Ice cream is a complete package; good ambience, quick service, well organised, hygienic and serves great dishes. It is loved and trusted by every customer who visits it and they always come back for more.
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Existing logo of Ideal Ice cream
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Logo
The logo is designed to communicate the main attributes of the company such as universal, innovative, customer centric and fun. It also had to incorporate the name of the company. The circle enclosing the other elements is a minimal depiction of the top view of the ice cream scoop. Over all, the logo with its rounded corners evokes the feeling of softness hence giving the customers a recall of an ice cream and how customer friendly the brand is.
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6.1 cm
Construction of symbol
9 cm
The symbol conveys the most important quality of the company, innovation. The three circles depicting three scoops of ice cream visually merge with one another to form a complete unit similar to what the company practices. Ideal ice cream combines different flavours to create new dishes and this is a never ending process. Hence the circles in the symbol do not end by merging with another circle, giving it freedom to form an infinite loop. It also depicts the endless possibilities of combinations that can be created using the given flavours.
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Logotype
The typeface used for the logotype is Amelia Rounded, a san serif font family. Amelia rounded, a geometric sans retains the softness of humanistic strokes thus being ideal as a logotype for the company. It also has a combination of contrasting styles which makes it suitable for a display text. Also the typeface creates a balance of being formal and yet relaxed, perfectly meeting the requirements of an ice cream parlour. A rounded typeface was chosen to continue the visual language of the brand. The weight and the size of Ideal ice cream are different to create hierarchy.
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ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz Amelia-Rounded-UP-Regular (40 pt)
ABCDEFGHIJKLNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz Amelia-Rounded-UP-Black (40 pt)
Designer: Martin Sommaruga Type foundry: TipoType The logotype must not be re drawn instead the given type should be used.
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Colours R
59
B
0
G
255
B
43
G
178
255
B
255
G
23
R
R
R
232
B
56
G
41
R
212
B
245
G
148
255
R
0
B
237
G
145
The colours used for the symbol are all pastel colours depicting the flavours of butterscotch, pista and strawberry. Also pastels are used to enhance the softness of ice cream. “Ideal ice cream� is written in dark brown so that it catches the viewer’s attention to the name of the brand and yet not too much that it stops the movement of the eye to the elements around it. The sprinkles are given bright colour to balance the softness and to enhance the excitement of having ice cream. As there are several elements in the logo the background is left white which behaves like the breathing space for the viewer. The values of the colour swatches are also mentioned for precise reproduction of the logo for both print and digital.
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R
255
B
87
G
R
148
B
148
G
235
R
255
B
227
G
168
232
Reproduction Art
This spread contains camera ready reproduction art for the logo. The logo should be traced or redrawn without any reductions or enlargements as it might disturb the character of the logo.
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Graphic elements
The element used throughout is three concentric circles. These circles are either filled in with colour or drawn with only strokes. Either of them can be used in further applications depending on the visual feel. Three circles are used to maintain the brand language. Most of the dishes prepared by Ideal Ice cream are layered. This property is graphically represented by concentric circles. The spacing between the concentric circles is supposed to proportionally increase when enlarged and vice versa. Also the usage of the whole concentric circle is to be avoided and only a part of it is supposed to be used.
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Typography
Volte Rounded Designer: Namrata Goyal Type foundry: ITF is a geometric sans serif typeface with rounded stroke endings. This typeface is supposed to be used with the logo where the text comprises of headings or important details as it works well for display text. Also because of its rounded corners it goes with the brand language. There is a high degree of design simplification using geometric shapes, this allows the reader to pay attention to the content and not get distracted by the character of the typeface.
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ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;-) Volte Rounded - Medium (40 pt)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;-) Volte Rounded - Bold (40 pt)
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Typography
Volkart Designer: Jeremie Hornus Type foundry: ITF Volkart is a sans serif typeface with a neogrotesk design. Its appearance is classic and timeless and its design is made for our time. This typeface is to be used in places with large texts with specification to its regular weight. It is very legible as body text and makes the process of reading easier.
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ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;-) Volkart - Regular (40 pt)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$(&?!%.,:;-) Volkart - Bold (40 pt)
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Logo: Incorrect Uses
The logo should be placed against solid neutral backgrounds and nothing else. The logo must not be altered or distorted in any way. The logo is at its best when used in the specified manner. Few examples of incorrect usage of the logo are shown: 1. The logo should be either used in black and white or colour, it should not be in the shades of grey. 2. The logo should not be printed on heavily textured surfaces. 3. All the elements of the logo should be converted into objects before increasing or decreasing its size. 4. The logo should be printed using good printers and the colours of the elements should not be altered. 5. The logo should never be distorted 6. Shadows should not be used for the logo and neither specifically for elements, symbol or the logotype. 7. The logo should be carefully printed when printed on curved surfaces. 8. The white in the logo should not be replaced with any other colour.
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1
4
6
2
3
5
3
7
8
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Applications - Business card
5 cm
8.25cm
Mr. Mukund Kamath Ideal Ice Cream NH - 17, Kottara Chowki Mangalore - 575 006 C: +91 9448121673 info@idealicecream.in
The standard size of the Ideal Ice cream business card is 3.3 x 2 inches (8.25 cm x 5 cm). The logo with the graphic element comes in the front of the business card. The typeface for the other details of the company is to be in Volte rounded regular 9 pt size with the owners name in Volte rounded bold 10 pt. Only the graphic element with fully coloured circles is to be used for both sides covering a little more than Âźth of the card size.
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Letterhead
29.7cm
21 cm
The size of the letterhead is the standard A4 (21 cm x 29.7 cm). The size of the logo is 3.5 cm with the combination of the body text in Volkart Regular 10 pt. Other details about the company are provided on the top left corner aligned to the centre of the logo and left aligned to the body text as Volte rounded Regular 8 pt. 1/4th of the line graphic element is used on the bottom right of the page. The edges of the paper are to be rounded with the corner radius as 1.25 cm.
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11 cm
3.5 cm
22 cm
(inside the envelope - when the flap is opened)
The size of the envelope should be followed accurately with the corner radius as 1.25 cm. The placement of the graphic elements should be such that the two elements meet at the outer most circles. This is to create a visual continuation on different planes. The typeface used for the company details is Volte rounded Regular 9 pt and the owner’s name is in Volte rounded Bold 10 pt. The logo and the details should be aligned though on different planes and should remain within the graphic elements.
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24 22 cm 9.5 cm
Mr. Mukund Kamath
2 cm
Ideal Ice Cream NH - 17, Kottara Chowki Mangalore - 575 006 C: +91 9448121673
9.5 cm
11 cm
3.5 cm
Envelope
Tissue paper
11.8 cm
12.5 cm
There can be different sizes of tissues as long as it follows the proportions of the 11.8 x 12.5 cm for each segment. The whole tissue of this proportion will be sized 23.6 x 25 cm. The graphics of the sprinkles is throughout the tissue. Logo comes on the topmost surface of the tissue when folded twice and is placed in the bottom right corner.
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Invoice 12 cm
Ideal Ice Cream NH - 17, Kottara Chowki Mangalore - 575 006 C: +91 9448121673 info@idealicecream.in Date : 29 - 03 -2017 Time : 17 : 26 : 35
Item Name
Qty
Rate
Amount
14 cm
No.
Order Type: Self Service
Gross Total: Vat @ 14% Net Total:
Thank You! Visit Again.
The Invoice is designed to be simple with no graphic elements. The size of the invoice is 14 cm x 12 cm with the entire information printed being centre aligned. The size of the logo is to be maintained as 2.5 cm with this particular proportion of the paper. The rectangular box which encloses all the details has the corner radius of 1.25 cm. The brand details are printed in Volte rounded Medium 7 pt and the rest of the text in Volkart Regular 7 pt.
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