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CONTENTS Remaining Constant 3 Mission & Vision 5 Inspirational Panel 6 Color Palette 9 Typography 10 Logo Creation 13 Primary Logo 14 Logo Color Usage 17 Icon Color Usage 18 Logo & Icon Integrity 21 Logo Don’ts 22 Photography 25 New Endeavors 26 Apparel & Uniforms 29 Stationary & Menu 30 Product Design 33 Print Design 34 Landing Page 36 Email Blast & Newsletter 39 Blog 41 Social Media 42 Crisis Advertising 50 New Technology 53
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REMAINING CONSTANT The world today is saturated with an overwhelming amount of design. It is a highly competitive market in which a brand needs to stand out by keeping a cohesive look and feel. A lot of hard work goes into creating every aspect of a consistent brand, so this book was formulated to contain guidelines ensuring that the aesthetic and values of the brand will be upheld in a qualified manner. Our brand book should be used as a tool for anyone to design, print, or produce materials that communicate an integrated message making the brand strong and effective.
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BRAND VALUES -
Integrity Quality Simplicity Community Leadership Optimism
HISTORY Ambrosia was established in 2019 as a place to inspire people to eat beautiful crafted, tasty food. They are committed to providing a delicious, honest, clean, and affordable meal that is nutrient rich. Our mission is to take all the worry out of eating, thus we put the care in carefree. By doing this we allow everyone regardless of dietary restrictions to come and enjoy. We are striving to make our customers lives easier by creating a place where community gathers to see that gluten free food is fulfilling and refreshing for everyone not just those who have to eat it. We will also be branching out into vending kiosk where our staff will prepare menu items with raw in-season produce that will leave each person full and rejuvenated. Our kiosks will be placed in office buildings and college campuses, so anyone can quickly grab a fresh meal, especially those faced with gluten allergies.
MISSION Putting the care in carefree.
VISION We will break down the barrier between gluten and gluten free, so everyone knows exceptional taste without compromising nutritional value.
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INSPIRATION PANEL Ambrosia’s brand is fresh, authentic, and centered on community with a delicate natural flair. All these images act as visual inspiration by emphasizing the fact that food has the ability to be beautiful. The food stands out on its own because of its vibrant colors and aesthetic display. Overall, the style is simplistic and rejuvenating; it is full of character and invites people in openly. This moodboard does its job in evoking a positive, yet calm emotion in its audience. It displays a feeling of ease telling a story through humble imagery.
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COLOR PALETTE Color plays a crucial role in creating a brand identity. Using a color palette consistently plays a huge role in making a brand identifiable as well as communicating subliminal messages to the audience. Ambrosia is branded with a bright, sophisticated color palette. Color psychology proposes that the variety of oranges evoke feelings of cheer, liveliness, and confidence. The selection of greens represents safety, freshness, and harmony. All of these colors communicate a sense of trust and reliability, while stimulating the audience’s appetite.
PRIMARY COLORS
SECONDARY COLORS Jade
Forest
CMYK: 70, 20, 51, 2 RGB: 80, 156, 139 Hex: #509c8b
CMYK: 77, 20, 82, 4 RGB: 63, 148, 92 Hex: #3f945c
Emerald
Olive
CMYK: 61, 2, 52, 0 RGB: 99, 189, 151 Hex: #63bd97
CMYK: 15, 0, 27, 0 RGB: 218, 235, 199 Hex: #daebc7
Orange
Pumpkin
CMYK: 2, 37, 79, 0 RGB: 244, 171, 78 Hex: #f4ab4e
CMYK: 7, 54, 87, 0 RGB: 231, 138, 60 Hex: #e78a3c
Honey
Ash
CMYK: 1, 19, 65, 0 RGB: 252, 206, 114 Hex: #fcce72
CMYK: 18, 13, 14, 0 RGB: 207, 209, 208 Hex: #cfd1d0
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TYPOGRAPHY The Museo Sans family is the only typeface used when branding Ambrosia. Museo Sans, Museo Sans Rounded, Museo Sans Display, and Museo Sans Condensed are all used to keep this brand consistent while producing a distinguishable amount of hierarchy. Hierarchy is crucial to the effectiveness of this communication. Using this typeface family provides an amount of variety but keeps the overall feel constant with its legible and effortless look. This typeface is modern and friendly; it should be used across both Ambrosia’s print design and web design.
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Aa THIS IS A HEADLINE EXAMPLE. Aa THIS IS A SUBHEAD EXAMPLE. Aa MUSEO SANS (900)
TRACKING: 10
MUSEO SANS COND (500)
TRACKING: 25
Museo Sans Rounded (300)
This is a body copy example.
Tracking: 0
Museo Sans Rounded 300 Museo Sans Rounded 500 Museo Sans Rounded 700 Museo Sans Rounded 900 MUSEO SANS COND 500 MUSEO SANS COND 500 MUSEO SANS COND 700 MUSEO SANS COND 700
Museo Sans 300 Museo Sans 300 Italic Museo Sans 500 Museo Sans 500 Italic Museo Sans 700 Museo Sans 700 Italic Museo Sans 900 Museo Sans 900 Italic Museo Sans Display Extra Black
GOLDEN CIRCLES
LOGO CONSTRUCTION
FINAL LOGO
LOGO CREATION Ambrosia’s logo was crafted with the “secret to visual splendor.” When applied to design, the Golden Ratio is all about aesthetic by creating a sense of beauty through harmony and proportion. Audience’s brains will react well to this because our brains were hard-wired to prefer this type of design. The left page is a simple run down of the process taken to arrive at this simple, graceful logo. This design was crafted to be used both as a stand-alone icon and as a signature part of the primary logo.
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PRIMARY LOGO Ambrosia’s primary logo is a wordmark that contains a character icon. The logo is our most visual representation of our brand. It is the first thing a person associates with the brand because it is on everything related to what this brand stands for. This logo serves as a bold reminder that clean, tasty, worry-free food is what we share. The logo has a strong, yet playful vibe that emphasizes the boldness of the company. There is movement in the flow of the icon and the way it is presented within the word. The typeface used for “ambrosia� is Century Gothic Pro because it has the weight to hold itself up feeling professional and established. This logo will be applied across the main branding products. This acts as a trademark allowing audiences to easily identify their print material, social media, ads, websites, and ect. This logo will be used with intention and purpose by being applied with care according to the guidelines of this book.
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MINIMUM SIZE The smallest this logo should appear is .5” high.
MINIMUM SIZE ICON When the logo needs to be under .5” the logo icon will just be used. The smallest this icon should appear is .25” high.
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A.
B.
C. LOGO COLOR USAGE
D.
The color usage for Ambrosia’s logo is not very complicated. When the logo can be used on a white background it should be in order for the primary logo to be able to be used (A). When the logo is used on colored backgrounds the entire logo including the icon needs to be turned to white. The primary icon color with its white turned letters can only be placed on a color background of Ambrosia’s emerald color (B). See color palette.
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ICON COLOR USAGE The icon color usage is very simple. When the icon can be placed on a white background it should be to hold true to the brand (A). The primary icon should only be placed on Ambrosia’s emerald color like the primary logo if it is going to have a colored background (B). When the icon is placed on a colored background the entire thing should be changed to white (C). In rare cases when it fits, the icon can be made up of Ambrosia’s jade, but only when placed on a white background (D). See color palette.
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A.
B.
C.
D.
LOGO & ICON INTEGRITY In order to keep the integrity and legibility of Ambrosia’s logo and icon, there is a clear space around the edges. The clear space reaches a minimum of .25� from every side of the logo and icon. This allows all the elements to breathe and remain easily recognizable. The clear space isolates this mark from having to compete with any other graphic elements. This integrity needs to be respected.
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A. Do not rotate the logo in any form or manner. B. Do not stretch or squash the logo in any manner. C. Do not place any elements in the integrity of the logo. This space needs to remain clear. D. Do not resize any individual part of the logo. E. Do not rearrange parts of the logo or create new formations that are not provided. F. Do not add any unofficial graphics to the logo, even the fruit from the brand pattern. G. Do not use colors that are off-brand. Refer back to the color palette.
LOGO DON’TS A brand remains whole by maintaining its cohesiveness. Here are a few rules listed in order to keep the brand solid. Overall, you should not compromise the appearance of the logo by falsifying it or skewing it. The examples to the right should never occur. If in doubt, do not do it.
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H. Do not ever make the logo completely black. I. Do not use the primary logo on a colored background unless the letters are white the background color is emerald. Otherwise, the logo is turned to white including the icon as a whole when placed on color. See logo color usage.
A.
B.
C.
D.
E.
F.
G.
H.
I.
PHOTOGRAPHY Pictures are worth a thousand words. Ambrosia seeks to maintain the feel of clean, beautiful, and bright throughout their imagery. The photography is used to extend an inviting, optimistic, and honest feeling by instilling confidence in their audience. The imagery is used to tell stories of its own by enhancing the mood of viewers but pushing Ambrosia as a brand. Overall, they should have a clean, neutral, fresh tone. Pictures of people are scarcely used in Ambrosia’s branding. Most images depict the beauty of the food and the welcoming environment because that is where you can see our care.
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NEW ENDEAVORS Ambrosia is launching into new endeavors. We are moving towards building kiosks that will be scattered throughout locations on college campuses and in office lobbies allowing consumers to have easy access to a quick meal for everyone especially those faced with gluten allergies. These kiosks will have two workers staffing them in order to create bowls with the most in-season produce. Every order has the ability to be personalized to the customers liking. Our new endeavor brings the worry-free Ambrosia experience to the community in a fresh, fast manner. The app works with these kiosks, so consumers can order ahead of time and their food will be waiting for them within minutes. This is an effective move forward for Ambrosia because it is making gluten free food accessible to those who need it. We look to the future finding new ways to provide a product that is refreshing, healthy, and filling.
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APPAREL & UNIFORMS
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STATIONARY
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MENU
PRODUCT DESIGN
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PRINT DESIGN
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LANDING PAGE Ambrosia’s landing page acts as the platform to introduce viewers to the companies new app. This app was created with the intention of making the Ambrosia experience effortless and personalized. The app allows people to customize their orders for pick up both at our storefront and kiosks. Everyone is able to see every option on the menu in its entirety. Ambrosia’s rewards program is there for all to benefit from because we want to give back. The landing page is pushing consumers to download the app to make their Ambrosia experience even better.
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EMAIL BLAST
NEWSLETTER
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BLOG The Gluten Free Life is Ambrosia’s personal blog to their consumers providing then tips and tricks aiding their lifestyle. This blog is meant to inform them on travel, health, and recipes in the gluten free community. Celiac disease is hard, but this blog brings people with similar joys and comparable sufferings together. The Gluten Free Life is meant to be a platform to inform, encourage, and form this community.
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CRISIS ADVERTISING In case of emergency use this style, feeling, and efficiency to communicate with Ambrosia’s consumers. Crises occur without notice and have the ability to destroy a company if not handled properly. When in a crisis, Ambrosia needs to not react with logic rather than emotion by addressing the issue quickly and directly. Make responses swift, genuine, and concise. Always keep consumers up to date and ensure response are not recklessly posted.
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NEW TECHNOLOGY Visual Recognition Technology might just be the next big thing! Ambrosia is seeking to use this technology as a food recognition system that will add value to the overall experience. On the Ambrosia app, there will be a camera function that allows every consumer to capture their meal. Once the image is taken, a page will display the recipe and local spots as to where to find the specific ingredients used. Consumers specifically need to know exactly what is being put in their food, and often wonder how to prepare this food on their own. Finding places to get specific gluten free ingredients is often a hassle, so this would help customers find stores in their vicinity that have competitive prices for these ingredients. Ambrosia is taking a step to provide ease to their consumers by showing them precisely what their meal contains.
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THANK YOU FOR HELPING AMBROSIA PUT THE CARE IN CAREFREE
Š 2018 Ambrosia, LLC. All rights reserved. Design and content by Lauren Gruda.
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