reeves cake shop
Brand Book
This brand book was designed by Martha Arbogast. The book is set in Lato and Trocchi and printed on 80-pound Mohawk Superfine Smooth Ultrawhite paper. Printed by Copy Print, Kent, Ohio.
Content
Our Roots 4 Brand Position Logotype 7 Variations 9 Placement Visual Identity 11 Color and Typography Imagery Guidelines 15 Characteristics Corporate Identity 17 Letterhead 19 Business Card and Envelope Additional Branding 21 Cake Boxes 22 Bags 23 Plate Design 24 Environmental Signage 25 Signage Brand Expression 28 Email Campaign 33 Facebook and Twitter Profiles 35 Print Campaign
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PART ONE
Our Roots
Brand Position
An Akron area tradition since 1976, we are proud to be a family owned and operated bakery. Our cakes, cupcakes, and cookies are baked fresh from scratch with recipes going back in the family for over 80 years. Our goal is to provide a high-end baked goods with a family owned level of comfort. We believe a quality experience should include the following: Quality All of our baked goods are made with fresh ingredients and baked daily. Personalization Every ordered bakery item is customized to suit the customer’s specific needs. Reliability Customer timelines are maintained when working with more involved orders. We believe that having a consistent brand voice is key to helping our business succeed in its mission.
Brand Personality
We strive to have genuine, engaging experiences with every person we meet, whether they are just stopping in to purchase a dozen cupcakes or trusting us to create their dream white wedding cake. Our interactions include the following characteristics: Genuine We are trustworthy, kind, and responsive. Sophisticated We strive to mix elegance with fun. Friendly We are friendly and eager to help.
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PART T WO
Our Logo
Logotype
Full Color The full color logotype on white is the preferred logotype. The logo must not be stretched or altered in any way. No additional colors or type may be added.
Logo and Type Lockup The full color logotype with the name and address.
reeves cake shop
2770 Cory Avenue, Akron, Ohio 44314
reeves cake shop Full Color Background #ffffff
Lines and Heart #6d6e70
Name #6d6e70
Cake #c5d5eb
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Limited Color and Monochrome Use the limited color version when used on a dark background. When there is a limited number of colors available or the color quality is questionable use the monochrome version.
reeves cake shop Limited Color — Light
reeves cake shop reeves cake shop Limited Color — Dark
Background #c5d5eb
Lines and Heart #627193
Background #627193
Lines and Heart #c5d5eb
Name #627193
Cake #ffffff
Name #c5d5eb
Cake #627193
reeves cake shop reeves cake shop
reeves reeves cake cake shop shop Monochrome — Light
Monochrome — Dark (Use only when no other alternative)
Background #ffffff
Lines and Heart #000000
Background #000000
Lines and Heart #ffffff
Name #000000
Cake #d1d2d4
Name #ffffff
Cake #000000
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Clear Space The clear space around the logotype on all sides should be equal to the height of the letters for maximum legibility.
Logo Position The logo can be positioned in the center at the top, the right top corner or the bottom left corner of the page.
x
reeves cake shop
x
reeves cake shop
x x
Minimum Size To preserve legibility, the logotype should never be printed smaller than 1 inch and should never appear at less than 50 pixels in all digital formats.
reeves cake shop
reeves cake shop
1 inch
50 pixels reeves cake shop
reeves cake shop
PART THREE
Visual Identity
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Color
Our colors are soft with a strong use of purples and blues. For bold elements we use deep gray rather than black.
Typography
Two typefaces are used for the brand. Trocchi is primarily used for display type, while Lato is for body copy.
Trocchi Regular
Soft Purple R98 G113 B147 PMS 2109 C44 M30 Y0 K34 Soft Purple
Tint: 60%
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj abcdefghijklmnopqrstuvwxyz Trocchi Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj abcdefghijklmnopqrstuvwxyz Baby Blue R179 G195 B229 PMS 2120 C28 M17 Y0 K0
Lato
Baby Blue
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj abcdefghijklmnopqrstuvwxyz
Tint: 60%
Lato Bold Deep Gray R109 G110 B113 PMS 424 C28 M17 Y0 K0 Deep Gray
Tint: 60%
Pure White
#ffffff
C0 M0 Y0 K0
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj abcdefghijklmnopqrstuvwxyz
Promotional Materials Trocchi is used for headlines and Lato is used for subheads. For body copy and text smaller than 16pt always use Lato. Refer to the image below for an example of the style.
Wedding Specials HERE TODAY
Corporate Materials Lato is used for both the headlines and subheads. Refer to the image below for an example of the style.
Our Roots
An Akron area tradition since 1976, we are proud to be a family owned and operated bakery. Our cakes, cupcakes, and cookies are baked fresh from scratch with recipes going back in the family for over 80 years. Our goal is to provide a high-end baked goods with a family owned level of comfort.
Check out our website for the latest specials for your special day. Contact or other information would go here.
Headline: Trocchi Bold | 26pt Subhead: Lato Regular | All Caps | 13pt | Tracking 100 Body Copy: Lato Regular | 10pt | Leading 15pt All Text: Center Aligned
Reeves Cake Shop Brand Book
Headline: Lato Bold | 11pt Body Copy: Lato Regular | 6pt | Leading 9pt Main Body Text: Two Column Left Aligned Additional Text: Bottom Centered
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Pattern
Our patterns are used throughout our brand for variation. Text should not be added to the pattern at any time.
PART FOUR
Imagery Guidelines
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Characteristics
Photographs are a significant part of Reeves Cake Shop’s brand. Good photography evokes emotions before anything is even said. Our photography style aims to relfect our sophisticated but fun style. All photographs have the following attributes that make them successful: Close Focus
Blurred Background
Warm Colors
Cropped Close to Subject
Photograph Examples Each of these photographs is a prime example of our brand.
PART FIVE
Corporate Identity
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Letterhead
11 inches
8.5 inches
11 inches
8.5 inches
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Business Card
Envelope
4 inches
6 inches
4.125 inches
9.5 inches
PART SIX
Additional Branding
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Cake Boxes
Bags
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Plate Design
Environmental Signage
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Signage
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PART SEVEN
Brand Expression
Email Campaign
An expansion of the brand can be seen through a targeted email campaign with seasonal promotions and specials.
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Facebook Profile
We build community through our Facebook presence. We share seasonal specials and feature photographs of customers enjoying our bakery sweets.
Twitter Profile
We seek to reach customers of all ages. To engage our customers we share relatable stories that spark discussions on social media platforms such as Twitter.
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Print Campaign
An expansion of the brand can be seen through a print campaign with seasonal promotions and specials.
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