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CORPORATE IDENTITY SYSTEM GUIDELINE
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WELCOME TO CUSTOMIZABLE CHOCOLATE Finding great chocolate is never easy- there is always a problem! Either the chocolate is too sweet, too bitter, tastes bland, has undesired fillings (e.g. raisins and nuts) or just doesn’t taste good. What terrible reasons to stop eating chocolate. Here at CHOCOLATE STATION, we take great effort in producing the best chocolate you can ever find -all designed by you, of course! You choose the options, we make it for you. What’s more, be spoilt for choice with 30 of our mouth-watering flavours. Feel like having walnuts with banana chips? Go for it. Or how about rose petals with creamy peanut butter morsels you’ve been dreaming about? Why settle for preset and dull flavours when there’s more interesting combinations out there. The essense of CHOCOLATE STATION lies in ultimate customization- you choose, we make- just like a train station, but a tad more classy. At every step of the way, there’s a “stop” to choose the flavours from. At the end of the day, it’ll be the customer who walks out the happiest. Discover the best of chocolate with CHOCOLATE STATION.
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an outlook of our CHOCOLATE STATION logos
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A monochrome alternative is made specially for this version to be used in times of colour restrictions.
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This logo is used speciďŹ cally for light backgrounds such as white, pastel and light colours. It is mostly used for CHOCOLATE STATION collaterals, mainly for posters, letters, etc. Never used this version on a dark background as the words will be impossible to be read!
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1. Logo on white/light background
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LOGO OVERVIEW
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Also, refrain from putting this logo version on light/white backgrounds.
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1) the replacement of the brown shadow behind the CS monogram with a very dark green. 2) omission of the light blue circle behind central monogram 3) words are inversed to a light blue 4) light blue outline forthe central monogram
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This version is used for only for dark backgrounds such as black, dark green etc. It is also the logo utilized in the packaging of the chocolate. The dierence between this version and the one above is as such:
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2. Logo on dark background
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LOGO APPLICATION
a guide on how to use the logos correctly
1. Sizing
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This guide shows how our logos will look like enlarged at 4 inch and at 1.5 inch. It’s standard applies to both light and dark version.
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R: 35 G: 31 B: 32
C: 0% M: 0% Y: 0% K: 100%
R: 109 G: 110 B: 113
C: 58% M: 49% Y: 46% K: 15%
R: 241 G: 242 B: 242
C: 4% M: 2% Y: 3% K: 0%
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This monochrome version is meant only to be used for collaterals and never on packaging.
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A black-white logo is created, should ink colour be inconvenient for printing. However, it should be used sparingly. All spacing and sizing rules follow the original colour logo.
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2. Monochrome alternative
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1.5 inch
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4 inch
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3. Spacing
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10mm spacing
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Shown here is the minimum space allocated for the logo. It should not be enclosed in a box or any other shape. For greater visual impact, the logo should be given ample space. No matter where the logo is placed, a minimum 10mm spacing should be given on all sides.
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10mm spacing
4. Wireframe
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5. Placement on images
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As for type of imagery, choose pictures that emphasize chocolate, especially close-ups. Include assorted ingredients together witht the chocolate e.g. nuts. This is to promote Chocolate Station’s variety and customization uniqueness. The image must make the chocolate look tempting, mouth-watering and simply irresistible.
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When using the CS logo on imagery for posters etc., always place them in corner areas only- never in the center. Also, always position the logo on areas that do not compromise the legibility of the logo, such as on bright or busy backgrounds. Find a darker and quieter area to place the logo.
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6. Logo on apparels The CS logos can only be used on dark green, preferably a polo shirt. Place the logo on the left side of the shirt .
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The dark version of the logo is used.
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COLOUR VARIATIONS
diversity is our core, and so are our colour schemes
There are variations of background colour of which our logos can be placed on. We have our pastel side (meant for our seasonal avours), and our usual classy and dark palette. Only authorized colours are allowed. Never use unconventional colours such as yellow or neon green as it will compromise our identity.
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C: 80% M: 35% Y: 79% K: 23%
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R: 53 G: 109 B:75
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C: 9% M: 0% Y: 9% K: 0%
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R: 230 G: 243 B: 233
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1. Standard colours
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R: 2 G: 40 B: 32
C: 86% M: 55% Y: 73% K: 71%
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C: 2% M: 0% Y: 44% K: 0%
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R: 251 G: 244 B: 166
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C: 2% M: 12% Y: 19% K: 0%
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R: 248 G: 224 B: 202
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C: 9% M: 0% Y: 9% K: 0%
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R: 230 G: 243 B: 233
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2. Seasonal colours
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R: 217 G: 233 B: 187
C: 16% M: 0% Y: 33% K: 0%
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T YPOGRAPH Y
the typeface that expresses our persona
All materials under CHOCOLATE STATION should bear consistent typography style and typeface. The general principle of Chocolate Station is maintaining a classy, modern, yet interesting experience for the customer. This is achieved by using both serif and sans serif fonts for CS materials. The word CHOCOLATE STATION itself on the logo is in Fournier MT, in uppercase
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The main type used for all CS materials/stationery is ‘Raleway’ for sub headlines (Bold) and body copy (Regular). Captions or descriptions are in Raleway Semibold. All headlines must be in ‘Adobe Caslon Pro’ in Semibold. Any mention of the word CHOCOLATE STATION must be in uppercase only.
CHOCOLATE STATION
FOURNIER MT (ROMAN)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 `!”£$%^&*()-_+={}[]:;’@<>?/¬
ADOBE CASLON PRO (SEMIBOLD)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 `!”£$%^&*()-_+={}[]:;’@<>?/¬
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RALEWAY (REGULAR)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 `!”£$%^&*()-_+={}[]:;’@<>?/¬ (SEMIBOLD)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 `!”£$%^&*()-_+={}[]:;’@<>?/¬
(BOLD)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 `!”£$%^&*()-_+={}[]:;’@<>?/¬
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the backbone of Chocolate Stationâ&#x20AC;&#x2122;s personality
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These colours are used for logos in full colour. The usage of unauthorized colours is not allowed as it will change the outlook of the brand. Only the dark version has the dark green colour. Certain colours are repeated in the both versions.
light version R: 172 G: 143 B: 74
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R: 35 G: 84 B: 59
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R: 139 G: 64 B: 30
C: 30% M: 80% Y: 29% K: 29%
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C: 83% M: 42% Y: 80% K: 39%
#AC8F4A (opacity: 20%)
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R: 161 G: 198 B: 103
R: 189 G: 223 B: 179
C: 27% M: 6% Y: 37% K: 0%
C: 41% M: 5% Y: 77% K: 0%
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C: 0% M: 0% Y: 0% K: 100%
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dark version R: 35 G: 31 B: 32
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IMPROPER BRAND
don’ts that are best avoided. totally
USAGE
The CHOCOLATE STATION logo plays a crucial role in upholding the company’s identity. It exudes sophistication, class, fun and finesse. Hence, the logo should be treated consistently and moderately without any uninformed changes. The following below are examples of improper usage of the logo that should not be used.
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- DO NOT change the logos proportion
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- DO NOT resize without proportion
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- DO NOT change stroke colour
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- DO NOT change colours without permission
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- DO NOT rotate or invert
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- DO NOT lower opacity
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- DO NOT substitute font type
- DO NOT delete logo elements
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- DO NOT delete text surrounding logo
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COLLATERALS
a guide to our elegant collaterals 22.6cm
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The A4 letterhead has a standard white background and a centralized logo, together with the ďŹ&#x201A;ourish to exude a clean and pure look. All letters typed in should be justiďŹ ed left.
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2. Letterhead
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Leave a spacing of 1.6cm for the logo from the border to achieve the central look.
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Our envelope is light blue (same as our White Chocolate) with the logo position centralized towards the left. The sample shown below is not the real size.
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Leave a spacing of 0.65mm between the border and the edges of the page.
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Subang Jaya 1st Floor, No. 12A, Jalan SS 12/1B, Selangor, 47500, Malaysia. Dear Mr Black, I am writing to you to ask for an extension on my maths homework. As you know, I've always had a very dyed attitude towards deadlines. However, something unexpected happened. My brother and I were in my hallway enjoying some teasing swedes when a trendy owl came barging in brandishing a pair of super soakers. It looked at me with tasteless eyes. I stared at its hideous hair. When it started cheating, I knew it meant business. I made a dive for my maths homework but the trendy owl decided to kiss my toe and then run off kissing. I was taken aback. So shocked was I, that I didn't realise that the trendy owl had grabbed my maths homework until much later. That evening, I was singing with my half-brother when I suddenly noticed that my maths homework was missing. I searched high and low, I even looked in the fridge. Eventually, I reached the obvious conclusion - the trendy owl had taken my maths homework to feed to its annoying nan. Thank you or being understanding and allowing me more time to complete my annoying maths homework. Yours sincerely,
Kevin Ching Kevin Ching Lye Jin
+603-775656888 +603-775656888 22, Jalan Telawi 3 Bangsar Baru, Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia
22, Jalan Telawi 3 Bangsar Baru, Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia
WWW.CHOCOLATESTATION.COM
WWW.CHOCOLATESTATION.COM
SAMPLE LETTER
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3. Leaflet
4 cm
The perfect gift begins with the perfect chocolate. STEP 1
It begins with the base. Choose your favourite chocolate base and your cocoa percentage !
WHITE
Choose a max of 3
Finally it’s Step 3: Choosing the fillings. With more than 30 choices of fillings of fruits, nuts and confectionery, customers are given thousands of mouth-watering combinations.
Here at CHOCOLATE STATION, we take great effort in producing the best chocolate you can ever find -all designed by you, of course! You choose the options, we make it for you. What’s more, be spoilt for choice with 30 of our mouth-watering flavours.
Then comes Step 2: Choosing the sugar level. Customers are allowed to select from 0% (baking chocolate) to 100%.
22, Jalan Telawi 3 Bangsar Baru, Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia
It starts off with Step 1: Choosing the chocolate base (White, Milk or Dark) followed by the Cocoa percentage.
WWW. CHOCOLATESTATION.COM
This small but compact leaflet explains our company in a refreshing infographic style!
MILK
DARK
(min 20-35%)
SEMI-SWEET (40-50%) BITTERSWEET (55-70%) EXTRA-DARK (75-95%)
Feeling sweet? Choose your sugar level
STEP 2
We believe in choosing our own sugar levels for maximum satisfaction. Have your pick!
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Our 3-STEP guide for CUSTOMIZABLE chocolate
The best part- choose over 30 fillings from our delicious range!
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YOUR TICKET TO GREAT CHOCOLATE
FRUITS
CONFECTIONERY
CRANBERRY
CHOCOLATE CHIPS
BLUEBERRY
PEANUT BUTTER CHIPS
90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
23 cm
STEP 3
NUTS
and SEEDS
MACADAMIA ALMOND
MANGO
MINT CHIPS
HAZELNUT
RAISINS
GUMMY BEARS
BRAZILNUT
APPLE
CRYSTALLIZED GINGER
STRAWBERRY
ROSE PETALS
PEANUT
ORANGE
JELLY BEANS
WALNUT
PECAN
DATES
MARSHMALLOWS
BANANA
HONEY COMB
PISTACHIO
COCONUT
M&M’S
SUNFLOWER SEEDS
KIWI
PRETZELS
CASHEW
NOT SURE
WHAT TO PICK? Let us pick for you with our special mix of the day! It’s sure to keep you surprised with our awesome flavour -bursting combos!
OUTSIDE
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4. Advertisement -Chocolate Paper Bag This paper bag is no ordinary bag- it’s a chocolate paper bag with melting chocolate on the top. When in use, it demonstrates how food is put into chocolate, exactly like how CHOCOLATE STATION works! Imagine putting apples or candy into chocolate. Here, the logo is placed on a plain square to differentiate it from the chocolate texture background.
39.7 cm
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4. Packaging The CS packaging is the most important part of the brand. It comes in 3 colours to reďŹ&#x201A;ect the chocolate base chose White, Milk and Dark. For all three types, the bottom packaging remains standard. For the logo, have a 7.8mm distance from the top and bottom border.
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.Contains a minimum cocoa percentage of 40% all the way up to 95%
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.Contains a minimum cocoa percentage of 20% until 35%
200g nett
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Luxurious customizable milk chocolate with min 20% cocoa
GOOD CHOCOLATE
200g nett
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Luxurious customizable dark chocolate with min 40% cocoa
GOOD CHOCOLATE
DARK CHOCOLATE
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Luxurious customizable white chocolate with pure milk
Does not contain cocoa but instead pure cocoa butter and minimum 12% milk fat
200g nett
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5.Business cards The fundamental part for each employee of CHOCOLATE STATION is to have a distinguishable business card. Here, we try to have a little fun with our cards- it looks like a bar of chocolate! The consistent element in the cards is the “sleeve” which contains CS information. The employee information is located on the “bar” in an embossed effect.
customizable chocolate
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3.4 inch
Create the perfect chocolate at CHOCOLATE STATION with great ease! You choose, we make. Total customization. Discover our high-quality cocoas and choose over 30 delicious fillings to satisfy your tastes. WWW.CHOCOLATESTATION..COM
customizable chocolate
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2 inch
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Create the perfect chocolate at CHOCOLATE STATION with great ease! You choose, we make. Total customization. Discover our high-quality cocoas and choose over 30 delicious fillings to satisfy your tastes. WWW.CHOCOLATESTATION..COM
customizable chocolate
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2.25 inch
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1.96 inch
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Create the perfect chocolate at CHOCOLATE STATION with great ease! You choose, we make. Total customization. Discover our high-quality cocoas and choose over 30 delicious fillings to satisfy your tastes. WWW.CHOCOLATESTATION..COM
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