Brand Guidelines 2014
00
Position
01
Logotype
02
Typography
03
Colour System
04
Super Graphics
05
Applications
Introduction The following guidelines show how to use the basic principles of the revised Lab Made identity. The identity comprises of a very simple kit of parts which used together carefully with the correct relationships will form the distinctive visual expression of the Lab Made brand. This document outlines the components, their structure and their relationships which will help you to apply the Lab Made brand consistently. Every detail of the Lab Made brand identity has been created to ensure that it is expressive of the brand and its values. The refreshed identity is designed to meet the future challenges of a competitive ice cream business, and to connect naturally with our customers. The refreshed identity provides a robust and flexible graphic platform, providing a simple, seamless and consistent look and feel at all our shops around Hong Kong.
0 0 P o s i t i o n
Lab Made 00 Position
About Lab Made is the Asia first nitrogen ice-cream shop. Provide good quality and unique favour ice-cream to the customers. Brand Positioning : Creative and Fun The Lab Made ice-cream have special favours and when the nitrogen added to the ice-cream mixture will produce white smoke. Therefore, the ice-cream is creative, the process is fun. Brand Attributes Creative Professional Modern Delicious Fun Brand Promises Lab Made is passionate about bringing customer high quality ice cream. Lab Made is continuously experimenting and developing new, special flavours. Lab Made is re-inventing the ultimate ice cream experience.
1-1 Format & Size 1-2 Proportion 1-3 Position 1-4 Colour Combination 1-5 On different background 1-6 Don’t s
0 1 L o g o t y p e
Rectanglar Logo Format 01 Logotype 1-1 Format
Logo with Text
Tai Hang Store
Tsim Sha Tsui Store
Minimum Size of Logo with Text
Tai Hang Store
55mm
Tsim Sha Tsui Store
55mm
55mm
20mm
Square Logo Format 01 Logotype 1-1 Format
Minimum Size of logo with text
55mm
Minimum Size of logo without text
20mm
Sphere Logo Format
Minimum Size of logo with text
55mm
Minimum Size of logo without text
20mm
Rectanglar Logo Proportion 01 Logotype 1-2 Proportion Please follow the proportion when you are using the logo.
logo with text
centre
10 20
5
5
12.5
5
10
20
10
10
2.5
1.25
12.5
5 2.5 2.5 2.5
10
logo with text
centre 10 20
5
5
12.5
5
10
20
10
10
2.5
1.25
12.5
5
Tai Hang Store
2.5 2.5 2.5
10
logo with text
centre 10 20
5
5
12.5
5
10
20
10
10
2.5
1.25
12.5
5 2.5
Tsim Sha Tsui Store
2.5 2.5
10
logo without text
centre 10 20
5
5
12.5
5
10
20
10
10
1.25
2.5
12.5
10
Square Logo Proportion 01 Logotype 1-2 Proportion
logo with text centre 10 20
5
5
12.5
5
10
20 10
10
2.5
1.25
12.5
5 2.5 2.5 2.5
10
logo without text centre 21.25 20
5
5
12.5
5
10
20 10
10
1.25
2.5
12.5
21.25
Sphere Logo Proportion
logo with text centre 10 20
5
5
12.5
5
10
20 10
10
2.5
1.25
12.5
5 2.5 2.5 2.5
10
logo without text centre 21.25 20
5
5
12.5
5
10
20 10
10
1.25
2.5
12.5
21.25
Rectanglar Logo Position 01 Logotype 1-3 Position Please choose the most suitable position for your layout. The prefered positions have been shown below.
Most prefered
less prefered
Please choose the most suitable position for your layout. The prefered positions have been shown below. Please be beared in mind that you should put the buffer space from the eage to the logo.
Square Logo Position 01 Logotype 1-3 Position Please choose the most suitable position for your layout. The prefered positions have been shown below.
Most prefered
less prefered
Please choose the most suitable position for your layout. The prefered positions have been shown below. Please be beared in mind that you should put the buffer space from the eage to the logo.
Sphere Logo Position 01 Logotype 1-3 Position Please choose the most suitable position for your layout. The prefered positions have been shown below.
Most prefered
less prefered
Please choose the most suitable position for your layout. The prefered positions have been shown below. Please be beared in mind that you should put the buffer space from the eage to the logo.
Colour Combinations 01 Logotype 1-4 Colour Combination Please choose the most suitable colour combination logo for your layout. The prefered colour combinations have been shown below. Please also accrod to the “On different background� before choosing the suitable colour conbination.
CMYK
RGB
Pantone
C98 M81 Y56 K26 R0 G54 B79
P 28-1 C
C6 M73 Y4 K0
R255 G100 B157
P 21-8 C
C0 M19 Y5 K0
R250 G211 B227
9300U
C6 M3 Y49 K0
R252 G244 B154
Yellow 0131 C
C0 M0 Y0 K0
R255 G255 B255
P 1-1 C
C0 M0 Y0 K100
R0 G0 B0
Black 6 C
C0 M0 Y0 K0
R255 G255 B255
P 1-1 C
C0 M0 Y0 K70
R113 G112 B113
P 179-11 C
C0 M0 Y0 K50
R159 G159 B160
P 179-7 C
C0 M0 Y0 K100
R0 G0 B0
Black 6 C
C0 M0 Y0 K0
R255 G255 B255
P 1-1 C
Most prefered
less prefered
CMYK
RGB
C98 M81 Y56 K26 R0 G54 B79
Pantone P 28-1 C
C6 M73 Y4 K0
R255 G100 B157
P 21-8 C
C0 M19 Y5 K0
R250 G211 B227
9300U
C6 M3 Y49 K0
R252 G244 B154
Yellow 0131 C
C0 M0 Y0 K0
R255 G255 B255
P 1-1 C
C0 M0 Y0 K0
R255 G255 B255
P 1-1 C
C0 M0 Y0 K100
R0 G0 B0
Black 6 C
C0 M0 Y0 K50
R159 G159 B160
P 179-7 C
C0 M0 Y0 K60
R136 G136 B137
P 179-9 C
C0 M0 Y0 K100
R0 G0 B0
Black 6 C
C0 M0 Y0 K0
R255 G255 B255
P 1-1 C
Most prefered
less prefered
On Different Background 01 Logotype 1-5 On Different Background Please follow the following rules when you are going to put the logo on different background. The colour of the background will be discussed in the Chapter “Colour System�.
Please add a white line around the coloured and black logo when putting on black background.
Please add a black line around the white logo when putting on pale background. If the contrast of the background and the coloured logo is high enough, black line is not prefered to be add.
Please add a white line around the coloured when putting on coloured background.
If the colour if the background is the same as the logo background, please feel free to adjust by yourself to add a white line around the logo or not.
01 Logotype 1-5 On Different Background 1-6 Don’t s
Please add a white line around the coloured black logo when putting on coloured photography.
Please add a white line around the coloured black logo when putting on B/W photography.
Don’t s Here are some common mistakes when working with the logotype. Please read as a negative example and avoid to misuse the logotype.
Size and Proportion
20mm
20mm
20mm
10mm
10mm
10mm
Please do not resize the logo to under the limitations which have been clearified in the top of this chapter. min width of Logo with text: 55mm min width of Logo without text: 20mm
centre
10
20
5
5
12.5
5
10
20
10
10
1.25
2.5
12.5
5
2.5 2.5 2.5
10
Please do not re-organize the arrangement inside the logotype. Also, please follow the proportion that given in the section of “Proportion”.
01 Logotype 1-6 Don’ts
Please do not re-shape or re-size the background of the logotype.
centre
10
centre
20
5
5
12.5
5
10
20
10
10 20
5
5
12.5
5
10
20
10
10
10 1.25
2.5
1.25
2.5
12.5
12.5 5
2.5 2.5 2.5
5 2.5 2.5 2.5
10
10
Position
Please do not put the logo on the central area and without buffer space.
Please do not put the logo on the central segment, even with buffer space.
Please do not put the logo on the centre.
Please do not put the logo on the central segment of the horizontal layout.
01 Logotype 1-6 Don’ts
Colour
Please do not change any of the colour of the logo.
Please do not put the B/W logo on the coloured background. B/W logos are only for B/W printing use only.
Please do not put the logo on the coloured background without adding the white line around.
Please do not put the white logo or the black logo on the background with low contrast.
Please do not put the logo on any background without the navy-blue background.
Please do not put the black logo or the white logo on the high contrast background. e.g.: black+white white+black
Photography
Please do not put logo on coloured photography without the navy-blue background.
Please do not put logo on B/W photography without the navy-blue background.
01 Logotype 1-6 Don’ts
Please do not put logo on coloured photography without the white line around the logo.
Please do not put logo on B/W photography without the white line around the logo.
2-1 Typography family & Colour 2-2 Size & Alignment 2-3 Don’t s
0 2 T y p o g r a p h y
Typography Family & Colour 02 Typography 2-1 Typography family & Colour
Chiller -for Headline
ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrst uvwxyz 1234567890
Here are the letter of Chiller. Please use this typeface in the headline but not the content.
the quick brown fox jumps over the lazy dog THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG Colour Printing: Main: navy blue
C98 M81 Y56 K26 R0 G54 B79
P 28-1 C
C6 M73 Y4 K0
R255 G100 B157
P 21-8 C
C0 M19 Y5 K0
R250 G211 B227
P 70-5 C
C6 M3 Y49 K0
R252 G244 B154
Yellow 0131 C
Highlight: Pink Sub highlight: pale pink & yellow ( only on the dark background )
P 179-11 C
R113 G112 B113
C0 M0 Y0 K70
P 179-7 C
R159 G159 B160
C0 M0 Y0 K50
B/w Printing: Main: Dark Grey sub colour: Grey
Century Gothic -for Content
ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrst uvwxy z 1234567890
Here are the letter of Century Gothic. Please use this typeface in the content or sub heading but not the headline.
the quick brown fox jumps over the lazy dog THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG
Colour Printing: Main: navy blue
C98 M81 Y56 K26 R0 G54 B79
P 28-1 C
C6 M73 Y4 K0
R255 G100 B157
P 21-8 C
C0 M19 Y5 K0
R250 G211 B227
P 70-5 C
C6 M3 Y49 K0
R252 G244 B154
Yellow 0131 C
Highlight: Pink Sub highlight: pale pink & yellow ( only on the dark background )
P 179-11 C
R113 G112 B113
C0 M0 Y0 K70
P 179-7 C
R159 G159 B160
C0 M0 Y0 K50
B/w Printing: Main: Dark Grey sub colour: Grey
02 Typography 2-1 Typography family
Century Gothic bold -for Sub-heading
ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrstuvwxy z 1234567890
Here are the letter of Century Gothic bold. Please use this typeface in the sub heading but not the content and the headline.
the quick brown fox jumps over the lazy dog THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG
Colour Printing: Main: navy blue
C98 M81 Y56 K26 R0 G54 B79
P 28-1 C
C6 M73 Y4 K0
R255 G100 B157
P 21-8 C
C0 M19 Y5 K0
R250 G211 B227
P 70-5 C
C6 M3 Y49 K0
R252 G244 B154
Yellow 0131 C
Highlight: Pink Sub highlight: pale pink & yellow ( only on the dark background )
P 179-11 C
R113 G112 B113
C0 M0 Y0 K70
P 179-7 C
R159 G159 B160
C0 M0 Y0 K50
B/w Printing: Main: Dark Grey sub colour: Grey
Century Gothic Italic -for Special text or highlight item
ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrst uvwxy z 1234567890
Here are the letter of Century Gothic bold. Please use this typeface only for highlights and special items.
the quick brown fox jumps over the lazy dog THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG
Colour Printing: Main: navy blue
C98 M81 Y56 K26 R0 G54 B79
P 28-1 C
C6 M73 Y4 K0
R255 G100 B157
P 21-8 C
C0 M19 Y5 K0
R250 G211 B227
P 70-5 C
C6 M3 Y49 K0
R252 G244 B154
Yellow 0131 C
Highlight: Pink Sub highlight: pale pink & yellow ( only on the dark background )
P 179-11 C
R113 G112 B113
C0 M0 Y0 K70
P 179-7 C
R159 G159 B160
C0 M0 Y0 K50
B/w Printing: Main: Dark Grey sub colour: Grey
Size & Aliginment 02 Typography 2-2 Size & Aliginment 2-3 Don’t s Here are the rules for size and aliginment. Please follow and adjust by yourself in the recommanded domain.
Title Here Sub-title Here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
Title Here
Please feel free to aligin to left and aligin to centre. It is less prefered to aligin to right. It still can be use in special cases. The recommanded font sizes are as follow. Headline: 48pt/36pt
Sub-title Here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
Title Here Sub-title Here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
Sub heading: 12pt Content: 12pt/10pt or smaller
Don’t s Here are some common mistakes when working with the typography. Please read as a negative example and avoid to mistake any of them.
Title Here Sub-title Here Text here Text here Text here Text here Text here Text here Text here Text here Text here
Do not use the same point of fonts in heading, sub heading and content as the typeface are different.
Do not enlarge some of the content. Please keep the letters of the content in same size.
Title Here Sub-title Here
Text here
Text here Text here Text here Text here Text here Text here Text here Text hereText here Text here Text here Text here Text here Text here Text here Text here Text hereText here Text here Text here Text here Text here Text here Text here Text here Text here
02 Typography 2-3 Don’t s
Do not use the highlight colour for whole text.
Title Here Sub-title Here Text here Text here Text here Text here Text here Text here Text here Text here Text hereText here Text here Text here Text here Text here Text here Text here Text here Text hereText here Text here Text here Text here Text here Text here Text here Text here Text here
Do not aligin the same text with different aliginment. You may only Sub-title Here consider the following matches if you Text hereText hereText hereText hereText hereText hereText hereText hereText wish to aligin hereText hereText hereText hereText hereText hereText hereText hereText with different hereText hereText hereText hereText hereText hereText hereText hereText directions: hereText hereText hereText hereText hereText hereText hereText hereText hereText here Title aligin centre + content aligin left
Title Here
Title aligin centre + content aligin right
1-1 Format & Size 1-2 Proportion 1-3 Position 1-4 Colour Combination 1-5 On different background 1-6 Don’t s
0 3 C o l o u r S y s t e m
Colour Palette 03 Colour System 3-1 Colour Palette
Core Colour Palette 65%
10%
C98 M81 Y56 K26
R0 G54 B79
P 28-1 C
C6 M73 Y4 K0
R255 G100 B157
P 21-8 C
C0 M19 Y5 K0
R250 G211 B227
9300U
C6 M3 Y49 K0
R252 G244 B154
Yellow 0131 C
C0 M0 Y0 K0
R255 G255 B255
P 1-1 C
10%
10%
5%
Please use the colour in core colour palette first.
Extended Colour Palette 65%
C M Y K
98 81 56 26
Pantone P28-1C
C M Y K
6 73 4 0
Pantone P21-8C
10%
C M Y K
10 82 70 0
Pantone 179CP
65%
C M Y K
98 81 56 26
Pantone P28-1C
C M Y K
0 42 84 0
Pantone 715C
98 81 56 26
Pantone P28-1C
C M Y K
51 0 66 0
Pantone 7487C
0 19 5 0
C M Y K
10 82 70 0
Pantone 179CP
C M Y K
C M Y K
14 0 13 0
4 1 24 0
Pantone 9540C
Pantone 368C
0 19 5 0
5%
0 19 5 0
Pantone P179-3C
10%
6 3 49 0
10%
C M Y K
Pantone Yellow 0131C
C M Y K
5%
Pantone P179-3C
10%
10%
10%
C M Y K
Pantone 9300U
10%
65%
C M Y K
C M Y K
10%
10%
C M Y K
5%
0 19 5 0
Pantone P179-3C
Use the extended colour palette when the core palette cannot work well only. Please be beared in mind that choose one set of extended colour palette only.
Don’t s 03 Colour System 3-2 Don’t s Do not use too many highlight colour although it is nice.
Do not match the colour by yourself even the colour percentages are correct.
Do not use the colours out of the palette.
4-1 Elements - Basic 4-2 Elements - Advance 4-3 Don’t s
0 4 S u p e r g r a p h i c
Elements - Basic 04 Super Graphics 4-1 Elements Please follow the rules when you are using the elements. 1. It is prefered to cut the elements into pieces, although using the whole element is still fine. 2. Please cut the elements into pieces which still can be reconized. 2
1
1
2
Orange
2
Kiwi Fruit
3 4
4
3
2
1
1
3 4
3
4
3. You can produce the elements by yourself according to the real food. Please keep it natural and formed by triangle only.
2
1
Peach 1
2
4
3
3
4
1
1
2
2
3 3
Chestnut * The piece of lower part is not prefered as it cannot be reconized as a chestnut.
04 Super Graphics 4-1 Elements-Basic 4-2 Elements-Advance
1
Mango
2 1
2
3 4
3
4
Banana * Shape like Banana should be cut into pieces with showing the feature of itself.
1 1
2 2
Elements - Advance You can also use the circle to cut the fruit.
Show the features of the fruit that people can reconize it.
Don’t s 04 Super Graphics 4-3 Don’t s
1
Do not miss the feature.
2
3
Please show the main part of the food or else, people cannot reconize it.
1
2
04 Super Graphics 4-3 Don’t s
Do not use the weird colour.
Do not separate the triangle.
Do not match the food even it is similar.
Do not hide the main feature of the food.
5-1 Stationery 5-2 Menu 5-3 Paper Cup 5-4 Stickers 5-5 Tissue 5-6 Facebook 5-7 Photography - Guideline
0 5 A p p l i c a t i o n s
Stationery 05 Applications 5-1 Stationery
Letter Prefered to be A4 size letter.
Lab Made Limited Room 421 Sino Industrial Plaza 9 Kai Cheung Road Kowloon Bay Hong Kong
6th April 2014 Dear Mr. Chan Siu Kei, The executive committee has asked me to advise you that you are their choice for Director of Public Relations. We have considered several outstanding candidates and find your qualifications best suited to Doe Corporation. The committee considered your loyalty to the company, the years of excellent service you have given, and your enthusiasm and kind manner. We believe you represent the finest Doe values. A general announcement will be made to the press and to the company employees on Monday, December 15, and a reception in your honor will follow in the corporate lounge at 3:00 p.m. Please give my secretary a list of friends and family members you would like us to invite to the reception. Prior to that time we will arrange for your picture to be taken for our next newsletter. We congratulate you and look forward to many years of continued association. Yours sincerely,
Erin Chan Erin Chan Head Human Resource Department
Proportion
Lab Made Limited Room 421 Sino Industrial Plaza 9 Kai Cheung Road Kowloon Bay Hong Kong
6th April 2014 Dear Mr. Chan Siu Kei, The executive committee has asked me to advise you that you are their choice for Director of Public Relations. We have considered several outstanding candidates and find your qualifications best suited to Doe Corporation. The committee considered your loyalty to the company, the years of excellent service you have given, and your enthusiasm and kind manner. We believe you represent the finest Doe values. A general announcement will be made to the press and to the company employees on Monday, December 15, and a reception in your honor will follow in the corporate lounge at 3:00 p.m. Please give my secretary a list of friends and family members you would like us to invite to the reception. Prior to that time we will arrange for your picture to be taken for our next newsletter. We congratulate you and look forward to many years of continued association. Yours sincerely,
Erin Chan Erin Chan Head Human Resource Department
05 Applications 5-1 Stationery
Name Card
You can choose to have different cover of the namcard.
90mm Yui Chung Kit
In House Designer
Ice-cream Revolution!
Ice-cream Revolution!
Email: enquiry@labmade.co.hk Tel: 2729 3310 Lab Made Limited Room 421, Sino Industrial Plaza 9 Kai Cheung Road, Kowloon Bay Hong Kong
40mm
Ice-cream Revolution!
Ice-cream Revolution!
Ice-cream Revolution!
Proportion
Please follow the proportion if you are going to put new elements into the namecard.
1/7
2/7 1/3
3/7
Yui Chung Kit
In House Designer
4/7
2/3
Ice-cream Revolution!
Ice-cream Revolution!
Email: enquiry@labmade.co.hk
5/7
Tel: 2729 3310 6/7 Lab Made Limited Room 421, Sino Industrial Plaza 9 Kai Cheung Road, Kowloon Bay Hong Kong
7/7
1/7
2/7
3/7
4/7
5/7
Ice-cream Revolution!
Ice-cream Revolution!
Ice-cream Revolution! 6/7
7/7
3/3
05 Applications 5-1 Stationery
Notice
Lab Made Limited Room 421 Sino Industrial Plaza 9 Kai Cheung Road Kowloon Bay Hong Kong
Title Here
6th April 2014
To Whom It May Concern:
It has been a privilege to work for Lucky Coin Machine Company for the past 3 years. This letter will serve as my two-week notice. My last working day will be on the 13th day of April, 2011.
I will always be grateful for the valuable experience and practical lessons that I gained while working here.
Respectfully,
Erin Chan Erin Chan Head Human Resource Department
Proportion
Lab Made Limited Room 421 Sino Industrial Plaza 9 Kai Cheung Road Kowloon Bay Hong Kong
Title Here
6th April 2014
To Whom It May Concern:
It has been a privilege to work for Lucky Coin Machine Company for the past 3 years. This letter will serve as my two-week notice. My last working day will be on the 13th day of April, 2011.
I will always be grateful for the valuable experience and practical lessons that I gained while working here.
Respectfully,
Erin Chan Erin Chan Head Human Resource Department
Menu 05 Applications 5-2 Menu
Menu
It can be resize from width 60mm.
Orange Milk
HKD 39
Chestnut
HKD 39
60mm
Peach Yogurt
Banana Toffee HKD 44
HKD 39
Mango Gelato
HKD 44
Kiwi Fruit
HKD 39
Paper Cup 05 Applications 5-3 Paper Cup
Paper Cup
The flavour can be change by putting different stickers on.
Peach Yogurt Side 1
Side 2
Side 3
Side 4
40
40
40
bottom
side1
60
side2
side3
side4
Production
Cut
Fold
Stickers 05 Applications 5-4 Stickers 5-5 Tissue
Stickers
It can be renew with new elements or favour. Please bear in mind that it must be food.
Peach Yogurt
Kiwi Fruit
40mm
Mango Gelato
Orange Milk
Banana Toffee
Chestnut
Tissue Tissue
It can be renew with new elements or favour. Please bear in mind that it must be food.
70mm
Facebook Fans Page 05 Applications 5-6 Facebook 5-7 Photography Guideline
Ice-cream Revolution! Lab Made 45,038 likes · 4,418 talking about this · 12,678 were here
香港首間分子雪糕專門店 Hong Kong First Liquid Nitrogen Ice Cream Laboratory 大坑總店地址:香港,大坑,布朗街,6號。 Tai Hang Main Store: 6,Brown Street, Tai Hang 尖沙嘴分店地址:九龍,尖沙嘴,金巴利道和加拿分道交界地下。 TST Shop: G/F, Junction of Kimberley Road and Carnarvon Road, TST)
MENU
Photography - Guideline Object - Keep it natural
Please keep the photography natural. Do not add any effect on it, even publish on Facebook.
Original
Blue
Green
Brown
High Satuation
Pale
Over
Burn
Warm
05 Applications 5-7 Photography Guideline
Portrait - Keep it natural
Please keep the photography natural. Do not add any effect on it, even publish on Facebook.
Original
Blue
Green
Brown
Pale
Warm
Over
Burn
Wrong Focus
Street - Keep it natural
Please keep the photography natural. Do not add any effect on it, even publish on Facebook.
Original
Blue
Green
Brown
High Contrast
Pale
Over
Burn
Warm
Yui Chung Kit 120348714 BA (Hons) in Advertising Corporate Identity and Branding May 2014