MINUTE MAN Microwavable breakfast
Style Guide
Table of Contents
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Brand Overview
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Tone of Voice
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Logo Standards
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Typeface Standards
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Color & Graphic Elements
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Approved Photography
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Merchandise
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Contact Us
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Brand Overview Looking for a breakfast ready at a moments notice? Minute Man microwavable breakfasts, a New England based company, takes great pride in providing a product that is not only delicious but ready right when you need it. Much like the historical figures our up and coming company garners its name from, each meal is well prepared with the freshest ingredients, highly mobile & an essential part of your daily battle. Whether you prefer an on the go signature breakfast sandwich that feels like it was made just for you or a hearty dark roast blend to get you up and running, Minute Man seeks to satisfy all your breakfast needs.
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TONE OF VOICE Minute Man Microwavable Breakfast is known for its fresh ingredients, it’s on-the-go packaging, and its modern up and coming vibe. We seek to reflect these qualities in everything that we do and we hope that you’ll keep our Tone of Voice in mind when promoting the brand. Wholesome: Our brand focuses on packing a nutritional punch in every product. Our home, New England, is known as the Breadbasket of America, so it should come as no surprise that we take pride in the use of fresh ingredients. When it comes to design, please keep in mind that all elements should promote a farm fresh feel and vibe.
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Bold: Minute Man is continuously changing. The brand is one of the only breakfast food companies in the market to truly take on a modern approach, one that we take great pride in. This is challenging for any brand, but it is necessary to keep developing the “up and coming or cutting edge” look. The elements that make up this brand need to feel clean, effortless, and bold, much like our products taste and appear. Essential: Its no secret that breakfast is the most essential meal of the day. Minute Man looks to capitalize on this wide spread fact. We seek to be the breakfast solution everyone needs. Whether the consumer is a business man or woman, a college student, or a mom or dad of three-we want to be THIER breakfast company. With this in mind, we seek to design for the consumer. While we may have an intended look and feel, the consumer is always number one in our book (or style guide).
“BUZZWORDS” On-the-go Eclectic energize quality 5
Logo Standards Our logo is the first impression our consumers have of us. Handle it with care. Below is the full color logo, it features our wheat logo mark combined with the brand name & brand description. Minimum logo size 150px by 80px and the original aspect ratio should be retained. Do not stretch or invert the logo to fit media. The full color logo can be used on most solid color backgrounds and should be the first choice for logo application. If the full color logo does not meet the needs of the designer, please refer to the page featuring our single color iteration.
C: 24 M: 46 Y: 81 K:4 R: 190 G: 138 B: 74 C: 12 M: 36 Y: 78 K:0 R: 35 G: 31 B: 32
C: 2 M: 32 Y: 72 K:0 R: 246 G: 181 B: 94
Approved Wheat Colors)
80 px
MINUTE MAN 6
Microwavable breakfast
MINUTE MAN Microwavable breakfast 150 px
Minimum Size
Clear space is key in order to make sure that the entirety of the logo is legible. We came up with a quick way you can make sure the spacing, around this sleek logo, is proper. Take a look at the graphic and dialogue box below for some more details on how to insure you’re properly utilizing one of our greatest assets.
M MINUTE MAN M
M
M
M
The clear space for our logo is measured in “M” height. Feel free to use the “M” from our very own logo.
Microwavable breakfast
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MINUTE MAN Microwavable breakfast
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Logomark Our logomark can be used as a stand alone graphic...if the full logo is featured somewhere else.
Above is a single color iteration of the Minute Man logo. While we realize that this iteration may not be suitable for all designs, we ask that you please refer to the Color and Graphic Elements page (page ten) before choosing another color. As always, black and white are safe to use and are actually preferred. When it comes to sizing questions, application questions, and do’s and dont’s
Typeface Standards Header: Basic Title Font ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?*-=+ Subhead: Avenir Next Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?@#$%^&*()-=+ Body Copy: Avenir Next Ultra Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?@#$%^&*()-=+
Typography is just as important as our logo. To the left you’ll find the approved typefaces, all of which show full character sets. Basic Title Font should be used to stress importance: as a logo typeface or a header. Avenir Next Regular is to be used as a subhead. It is less decorative than the designated header typeface, making it more favorable for sentences, descriptions, or instructions (like the ones you’re reading now). Avenir Next Ultra Light is designated as the approved type face for body copy. It should be noted it is thin and therefore could become illegible-use intelligently.
Suggested Usage “Ready in a moments notice: Just For You!” Each meal is well prepared with the freshest ingredients, highly mobile & an essential part of your daily battle.
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Color
and
Graphic Elements
Just like our logo and typeface standards, our color palate and graphic elements are highly important to upholding the cohesive look of the brand. Here you will find the suggested color palate as well as two of the graphic elements found most commonly in all of our design collateral. The chevron pattern and tapered line can be used as dividers, and example of this can be found on page five. If you have questions about “wheat colors� please refer to page six.
If using a shape, much like the approved color palate to the right, at all costs a rounded rectangle should ATTEMPTED to be used. The correct corner radius for this shape is 0.05.
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C: 20 M: 91 Y: 81 K:10 R: 183 G: 57 B: 57 C: 83 M: 72 Y: 49 K:47 R: 43 G: 52 B: 59 C: 12 M: 36 Y: 78 K:0 R: 224 G: 167 B: 83 C: 50 M: 68 Y: 75 K:60 R: 72 G: 48 B: 36 C: 100 M: 100 Y: 100 K:100 R: 0 G: 0 B: 0
APPROVED Photography
The photography featured here is simply suggested imagery. When choosing your own, keep in mind: if it fits our Tone of Voice it’s safe. Feel free to use textures to supplement the on-the-go & breakfast imagery. Refer to page ten for cropping guidelines.
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Merchandise
“Add-on� merchandise can really help to promote the brands image. We hope to continue to develop this exciting new venture. If your approved merchandise needs to be restocked visit the Contact Us section of this style guide.
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Contact us Need help? Have further questions? Running into a design challenge? Need help with your merchandise? Feel free to contact us...we have the answers. 1-800-MIN-MANN needhelp@minuteman.com 72 Minot Ave, Wareham, MA 02571
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