CONTENTS 01 OUR BRAND Introduction Brand Values
05 OUR STYLE 4 5
02 OUR LOGO Logo Variants Clearance Space Logo Misuse
7 8 9
03 OUR COLOURS
11
04 OUR TYPEFACE Primary Typeface Secondary Typeface
13 14
Sprig Illustration style Image Style Image + Illustration Usage
16 17 18 19
06 APPLICATIONS Corporate Stationary Menu Website Social Media Packaging Store Applications
21 22 23 24 26
01 OUR BRAND
We invite you out to SweetSide Patio, a desssert shop nestled within Singapore’s arts hub, and amongst the history and nature of Fort Canning Park. Inspired by the historical elements of the place and crafted with natural quality elements, we are bringing familiar yet fresh food experiences to you.
SWEETSIDE PATIO IS
Candid Curious Natural Approachable
MISSION To enrich customer’s experience with Singapore’s history through innovative desserts
VISION A better appreciation of culture and heritage, rejuvenate Fort Canning Park
5
OUR LOGO
OUR
02
LOGO
This is the brandmark of SweetSide Patio. Contained in a classic square form, the modern type is broken up with a custom drawn element to give the brand a curious and relaxed visual language, making the brand more approachable as well.
LOGO VARIATIONS
SW T S DE PAT O
SW T S DE PAT O
GREYSCALE
SW T S DE PAT O WHITE ALTERNATIVE
FULL COLOUR LOGO
7
CLEARANCE SPACE
LOGO MISUSE
To ensure effective communication of the brandmark, ensure that other elements are the clear of the logo according to the spacing shown here.
Keep our brand consistent by adhering to our guidelines here.
And to ensure legibility, the minimum size is the smallest size to keep it recognisable and readable
MINIMUM SIZE
SW T S DE PAT O CLEARANCE SPACE
8
DIGITAL
SW T S DE PAT O
SW T S DE PAT O
12mm
34px
SW T DE S PAT O
T W S DE S T O PA
Do not distort
Do not rotate
Do not use logo as an outline
Do not use without the box
Do not change colour outside of guidelines
Do not outline
Do not modify logo elements
Do not add drop shadow or other effects
SW T S DE PAT O Do not use the same colours on “Patio”
SW T S DE PAT O Do not modify sprig colour
SW T S DE PAT O Do not add gradient to the logo
9
COLOUR PALETTE
OUR COLOURS 03
The brand consists of these colours. The primary colour is the olive green. The pink and yellow colours should be used as accents. Dark and white colour can be used as neutral colours as needed. HEX #657250
HEX #E9948D
RGB (101,114,80)
RGB (233,148,141)
CMYK (60,40,74,21)
CMYK (5,50,36,0)
PANTONE 364 C
PANTONE 486 C
HEX #B0B5A6
HEX #FFE071
RGB (176,181,166)
RGB (255,224,113)
CMYK (4,0,14,32)
CMYK (0,10,67,0)
PANTONE 414 C
PANTONE 120 C
HEX #FBF9F2 RGB (251,249,242) CMYK (1,1,4,0)
HEX #1E2A05 RGB (30,42,5) CMYK (71,52,99,74) PANTONE Black C
11
PRIMARY TYPEFACE
OUR TYPEFACE 04
Brandon Grotesque was designed by Hannes von Döhren and published by HVD Fonts. Use Bold for headers and Regular for body texts.
BRANDON GROTESQUE BOLD
BRANDON GROTESQUE REGULAR
AB C D EFG H I JKLM N OP Q RS TU VWX Z
A B CD E F G H I JKL M N O PQ R STU V W X Z
a b c d e fg hij kl m n op q r stuvwxyz
a b c d efg h i j k l m no p q r stuv w x y z
12 345 6 789 0 !@ #$ % ^&*( )
1 2 3 4 5 678 9 0 ! @# $ % ^ & * ( )
13
SECONDARY TYPEFACE Inspired by the lettering of Swiss poster designer legend Otto Baumberger from the 1930s, GT Walsheim is a friendly but precise typeface. Designed by Noël Leu. Use this for Sub-Headers with a tracking setting of 25.
GT WALSHEIM PRO CONDENSED MEDIUM A BC D E F G H IJ K L MN O P Q RST U V W X Z abc d e fg h i j k l mn o p q rst u v w x y z 1 2 3 4 5 678 90! @ # $ % ^ & * ( )
14
OUR
05
STYLE
SPRIG
The Sprig embodies the spirit of the brand. This quirky mark symbolises the nature and relaxed ambience. It’s simple, abstract form exudes a creative and candid personality. It is to be incorporated into brand’s visuals as illustrations.
16
ILLUSTRATION STYLE The Sprig is to be incorporated into illustrations to add character and liveliness to the brand. The drawings should also be kept to minimal details, monotone line drawings. Illustrations are used in conjunction with other messages communicated. It can also replace the letters ‘i’ and ‘e’ in headings. The illustrations follow but not limited to the following catergories: LETTERS
PERSONALITIES
PRODUCTS
ICONS
NATURE
LOCATION
17
18
IMAGE STYLE
IMAGE + ILLUSTRATION USE
Any imagery chosen to accompany brand messaging should align with our keywords: Candid, Curious, Natural, Approachable. Ensure that images are well lit, and avoid images that are too saturated with high contrast. Colours to maintain a neutral palette, and composition kept with minimal distractions.
Images should be flushed to the edges. While the images should take the main focus, the illustrations should completment the images be kept minimal, relaxed and quirky.
19
APPLICATION
APPLIC 06 ATIONS
STATIONARY
21
22
APPLICATION
APPLICATION
MENU
WEBSITE
23
APPLICATION
APPLICATION
ADVERTISEMENT
24
POST
PROFILE
FILTER #1
FILTER #2
25
26
APPLICATION
APPLICATION
PACKAGING
LOCATION
27
APPLICATION SIGNAGES
28
S You on the SweetS de!