COME BLEND WITH US Our Mission Statement: Blend’s mission is to provide the freshest, highest quality, 100% organic smoothies available. Uncompromising in our values, we offer individually made to order delights, designed to increase vigor and vitality. With over 7 years of experience in sustainable practices, Blend stays ahead of the curve with low environmental impact food preparations. We use only the freshest ingredients in our smoothies. All products are grown within a 200 mile radius of our San Diego home base. Our line of smoothie trucks are conveniently located throughout our beautiful city, whether you are at work or on the beach, you’ll find our trucks with fast and friendly service.
Brand Identity 4 Color Palette 5 Brand Standards 6 Typographic Guidelines 7
Identity Systems 8 Business Card 10 Envelope 11 Letterhead 12-13
Brand Application 14 Promotion 16 Environmental 17 Uniform 18 Apparel 19
Interactive 20 Website 22 Mobile 23
TABLE OF CONTENT 3
BRAND IDENTITY
R=169 G=34 B=139 HEX # a8218a PANTONE 248c C=3 M=3 Y=98 K=0 R=254 G=232 B0 HEX # fde700 PANTONE 803c C=80 M=14 Y=46 K=0 R=0 G=161 B=153 HEX # 00a199 PANTONE 3273c C=75 M=68 Y=67 K=90 R=0 G=0 B=0 HEX # 000000 PANTONE black 6c
COLOR PALETTE
C=37 M=100 Y=2 K=0
BRAND STANDARDS
0.55 inches
1 inches
Primary Logo C=75 M=68 Y=67 K=90 R=0 G=0 B=0 HEX # 000000 PANTONE black 6c
C=37 M=100 Y=2 K=0 R=169 G=34 B=139 HEX # a8218a PANTONE 248c
C=3 M=3 Y=98 K=0 R=254 G=232 B0 HEX # fde700 PANTONE 803c
C=80 M=14 Y=46 K=0 R=0 G=161 B=153 HEX # 00a199 PANTONE 3273c
1 inches
Our logo expresses the fun vibe that we serve with each smoothie. With Blends uncompromising standards in taste we wanted to have same standard for our brand.
1 inches
Letterhead Logo C=75 M=68 Y=67 K=90 R=0 G=0 B=0 HEX # 000000 PANTONE black 6c
Opacity 10% C=80 M=14 Y=46 K=0 R=0 G=161 B=153 HEX # 00a199 PANTONE 3273c
Opacity 25% C=75 M=68 Y=67 K=90 R=0 G=0 B=0 HEX # 000000 PANTONE black 6c
Never stretch or squish our logo….. it has feelings, too! Our Logo was carefully designed with thought and purpose. Don’t mess it up!
6
DREAM WALKER headings-36 pt regular subheading 24 pt regular
SECONDARY TYPEFACE
PRESS STYLE
Our typeface was specifically chosen to blend along with our brand. We have two approved typefaces for Headings, subheadings, and sub-section headings.. Dream Walker and Press Style is youthful and energetic. It is used sparingly for display copy and special events. These typefaces should never be used as body text.
TYPOGRAPHIC GUIDE-
PRIMARY TYPEFACE
SUB-SECTION HEADING 16 PT REGULAR
ROBOTO PULL QUOTES 16 PT BLACK PULL WORDS 10 PT BOLD
Roboto is a clean, modern typefaces that works well for display copy, body text, and everything in between. It pairs well with Dream Walker and Press Style. Roboto is approved for both web and print.
BODY TEXT 9 PT REGULAR
7
IDENTITY SYSTEM
business cards
2 inches
0.55 inches
centered logo 1.75 “ x 3.15” this size is only to be used on business card
1 inches
3.5 inches
14 pt Dream walker
15 pt Press style 12 pt Press style 10 pt Press style 8 pt Press style
COME BLEND WITH US
Claire VanBeber FOH Manager
602.785.6234 BLENDTRUCK.COM 331 S. SHORE DRIVE SAN DIEGO, CA 90203
COME BLEND
Claire VanBeber FOH Manager
602.785.6234 BLENDTRUCK.COM 331 S. SHORE DRIVE SAN DIEGO, CA 90203
10
Please use the following specifications when creating Blend’s vertical 2” x 3.5” business cards. Front logo should be centered and sized to 1.75” x 3.15”. This size is only to be used on business card. The back side of the card should be centered type underneath the logo. The logo should be centered and sized as the standard 1”x 0.55”
Color options can be interchanged within the following Blend colors. Primary Logo C=75 M=68 Y=67 K=90 R=0 G=0 B=0 HEX # 000000 PANTONE black 6c
C=37 M=100 Y=2 K=0 R=169 G=34 B=139 HEX # a8218a PANTONE 248c
C=80 M=14 Y=46 K=0 R=0 G=161 B=153 HEX # 00a199 PANTONE 3273c
0.25 inches
envelope
1.75 inches
3.25 inches
2� x 3�
We wanted a unique envelope for Blend. We used our standard logo and then text wrapped our slogan and address in a whirl pattern. We added the blender cord for added fun.
4.125 inches
9.5 inches
11
LETTERHEAD
8.5 inches
1 inch 1 inch
7 inches
1 inch
1 inch
9.5 inches
Letterhead Logo C=75 M=68 Y=67 K=90 R=0 G=0 B=0 HEX # 000000 PANTONE black 6c
Opacity 10% C=80 M=14 Y=46 K=0 R=0 G=161 B=153 HEX # 00a199 PANTONE 3273c
11 inches
9.5 inches
aligned under the Blend Logo
The Letterhead is a softer approach to the Blend Brand. This is also the only time we reduce the opacity of our logo and use our special letterhead logo.
12 7.75 inches 7 inches
LETTERHEAD
1.75 inch margin .15” .15”
mark to guide positioning
Hi Mary,
intro 9 pt Roboto Regular
This is just a quick note to tell you that our whole Blend family is excited about your decision to accept our offer of employment. We couldn’t be happier to welcome you to our team. As we agreed, your first day on the new job is Tuesday, May 8. We’ll expect you at 9 a.m. FYI, the dress code is the uniform we provided. We offer flexible schedules for our employees and we can talk about your normal hours when you come in on Tuesday. You will also meet your new employee mentor, Paul Smith. He’ll help you get familiar with our company and train you in both front and back of the house operations. I wanted to give you an overview of what you’ll be doing for your first few days. You will attend an HR orientation about benefits and to complete the new employee paperwork. We have put together a schedule for your first week.
body text 9 pt Roboto Regular 6.5 inches avaliable for body text
Our goal was to orient you to both your new job and the company. With this in mind, we have, in addition to your mentor, we have asked Lindsay Gail to work with you to provide on-the-job training. She is experienced in all aspects of the job you need to learn. If you have questions, please feel free to email or call me. My number is 910-244-3256. We really look forward to working with you. Regards, closing 9 pt Roboto Regular
Claire VanBeber FOH Manager
1.75 inch margin
Placement of the text on the letter head is very important in order to keep the same look and feel. All official documents must be on the letterhead and follow the point size and placement demonstrated here.
13
brand application
PROMOTION
6 inches
2 inches
1.5 “ X 2.125� centered
3.5 inches
4 inches
come blend with us 331 S. Shore Drive San Diego, CA 90203 blendsmoothietruck.com
1 free smoothie for a full punch card
1 5
2 6
3 7
4 8
15 PT Press Style
1.5 inches
0.55 inches
Postage
1 inch
customer address
current advertised special
Blend info
16
Current Resident 35687 Coast Drive San Diego, CA 90203
20% OFF
your next purchase
come blend with us
Blend Smoothie Truck | 331 S. Shore Drive San Diego, CA 90203 | blendsmoothietruck.com
slogan 36 PT Dream Walker
Punch cards helps build our business with new and returning customers. This is the layout for our punch card.
We send out promotional coupons in the mail to local residents. Here is an example of how our Mailers are designed. The Front Picture can change, from season to season. The sale will also change, but the layout remains the same.
slogan 36 PT Dream Walker
slogan 36 PT Dream Walker
The Exterior of the Blend Smoothie Trucks is bright and fun. They are easily recognizable by the signature yellow color and can be seen from miles away. The Logo decals located on all four sides of the truck completes are brand and adds to excitement for our customer base.
ENVIRONMENTAL
The yellow VW BUS is our signature errand vehicle. It helps us pick up fresh local fruits and vegetables around the area and deliver them straight to our smoothie trucks.
The interior of our Smoothie Trucks is made of stainless steel. We have state of the art blenders and ice machines to keep the Smoothies coming to the customers.
17
UNIFORM
pink logo 8” x 10” logo 10” x 13”
Blend Apron 100% cotton wrinkle free/stain resistant one size fits all
logo 9” x 12”
Blend Staff Shirt unisex tri-blend/wrinkle free Sizes XS - 3XL
Blend Staff Shirt womens tri-blend/wrinkle free Sizes XS - 3XL
left side logo 2”x3”
Blend uniforms are light and breathable. The apron help us stay clean and the hats keep us within the food service code. The shirts are fun and advertise our business. adjustable fit ball cap one size fits all
18
apparel
logo 1” x 0.55”
logo 10” x 13”
Blend hoodie 100% cotton wrinkle free/stain resistant Sizes XS - 3XL
logo 10” x 13”
Blend Racerback Tank tri-blend/wrinkle free Sizes XS - 3XL
Blend unisex shirt tri-blend/wrinkle free Sizes XS - 3XL
left side logo 2”x3”
Blend stickers and Patches vinyl and cotton patches
Blend offers a variety of items for sale to our customer base. They are for sale on our website. They are also used as promotional giveaways.
stocking cap one size fits all
19
interactive
web
Our Facebook page has been a great source of advertising. We update the page daily and post pictures and special offers. We connect with customers on Facebook and we’ve seen a consistent increase in sales every year based on are Facebook followers.
22
mobile
BLEND SMOOTHIE APP
smoothie menu smoothie menu place an order place an order gift cards gift cards special offers special offers about us about us
Choose your blend Choose your blend
Come Blend with us Come Blend with us Find our smoothie truck parked 7days week off Finda our smoothie truck Pier 19 on Shore Drive7days a week off parked San Diego, CA Pier90203 19 on Shore Drive San Diego, CA 90203 602.785.6234 blendtruck.com 602.785.6234 blendtruck.com
Our Blend Smoothie Truck App has made it fast and easy for our customers to order. This free app was designed to help you locate the closest Blend truck and it allows you to pre-order your drink and you can even pay for it on this app. This app also lets you know what the specials are and lets you sign-up for coupons.
23
THE END