G
U
ES
A ND R B
IDELIN
Introduction
01
Brand History
03
Corporate Image
05
mission & vision
07
our values & slogan
09
design rationale
11
Logo Marks story behind the symbol
15
specification for symbol and logo
17
size of the logo
19
safety area for the logo
21
backgrounds for the logo
23
sample logo usage
25
incorrect use of logo
27
Typography Usage
table of
contents
13
29
typeface in the logo
31
typeface in header
33
typeface in body text
35
alternate header
37
alternate body text
39
typeface for quotes
41
Graphic Elements
43
gardenia bread
45
bunting
101
infographics
47
indoor billboard
103
Corporate Colour
49
logo colour
51
graphic elements
55
primary & accent
57
Grids & Layout
61
2 column
63
3 column
65
Corporate Stationery
67
business card
69
presentation folder
73
envelope
77
compliments slip
81
letterhead
85
Promotional Materials
89
notebook
91
tote bag
93
mug
95
corporate vehicle
97
Corporate Signage
Product Packaging bread loaf
99
105 107
Welcome to the Gardenia Corporate Design Manual Guidelines. This document contains all you need to know about how the Gardenia brand should be used on product packaging, marketing support and point of sale ensuring it remains consistent throughout. Using our brand correctly is extremely important to us so we ask that the guide is always referred to and adhered to. We hope you enjoy getting to know our brand better.
The Gardenia Team
1
1
intro duction 2
ABOUT US
HISTORY
Gardenia Bakeries (KL) Sdn. Bhd. (GBKL) is a subsidary of a food listed company, QAF Ltd, who operates Gardenia Singapore, Gardenia Phillipines and will soon be opening Gardenia bakery in Fujian, China.
In 1969, an American named Horatio Hye Slocumm was sent by International Executive Service Corporation (IESC) to East Malaysia to start a bakery. Mr. Slocumm brought with him 35 years of baking experience with one of America’s leading chain of bakeries. Gardenia was born.
GBKL is an associate company of Padi Beras Nasional Berhad. Gardenia’s products are made in 5 factories and delivered fresh daily throughout Peninsula Malaysia, 7 days a week, 365 days a year, rain or shine.
Gardeni Bakeries (KL) Sdn. Bhd. rolled the first load of bread off its line in 1986. Within four years, it became the bread market leader with an astounding 99 percent brand recall rate and 80 percent top-of-mind recall. Gardenia’s range of products grew and evolved through the years, becoming better and better with each step. Leveraging on its brand strength, Gardenia now produces a variety of baked products to satisfy customer’s demands.
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brand history 4
2
2
corporate
image
mission & vision 7
MISSION
VISION
To provide an assortment of best quality, great tasting, nutritious, and enjoyable bakery and food products that are within sight, within reach, and within the hearts of consumers; produced using world class manufacturing facilities and processes utilizing quality and safe ingredients, thereby creating values beneficial to stakeholders, including employees, suppliers, trade partners, financial institutions, investors, and the community.
To be the premier company in the baking and food industry that provides best quality products enjoyed, valued, and loved by consumers.
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SLOGAN ‘So good, you can even eat it on its own!’
VALUES Customer-Driven Innovation Teamwork and Professionalism Integrity Excellence Stewardship
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10
our values & slogan
design rationale
11
DESIGN RATIONALE The intention of this redesign is to give a modern look to the vintage-looking Gardenia design. Utilizing the colours red and mustard yellow, the redesigned logo has four curved lines which represents bread with the word ‘gardenia’ below it. This line art style design makes the logo more simple and modern, which would give a fresh take on the brand. The mustard yellow is used for the colour of the bread so that viewers would recognise the curved lines as bread, while the red colour used for the ‘gardenia’ font makes it striking and easy to read from afar. These two colours complement each other well as one is pale colour while the other is a vibrant colour. These colours are maintained throughout product designs to maintain consistency and to help consumers associate the products with Gardenia. The font used for the word ‘gardenia’ is Acumin Variable Concept and this is utilised to give off a modern feel, which would appeal to millennials. Overall, this redesign is simple and minimalistic, appealing to modern aesthetics. This concept is applied on all corporate materials to enable consistency. 12
logo marks
3
3
The intention of this redesign is to give a modern look to the vintage-looking Gardenia logo. Utilizing the colours red and mustard yellow, the redesigned logo has four curved lines which represents bread with the word ‘gardenia’ below it. The mustard yellow is used to represent the colour of bread so that viewers would recognise the curved lines as bread, while the red colour used for the ‘gardenia’ font makes it striking and easy to read from afar. These two colours complement each other well as one is pale colour while the other is a vibrant colour. The font used for the word ‘gardenia’ is Acumin Variable Concept and this is utilised to give off a modern feel, which would appeal to millennials.
15
story behind the symbol 16
specification for symbol and logo 17
Corporate logo / Preferred logo
Corporate logo / Preferred logo used in different packaging
One colour / Mustard yellow colour
18
Corporate logo / Preferred logo used in different packaging
One colour / negative colour
LOGO IN PHYSICAL MEDIA
LOGO IN DIGITAL MEDIA
width: 25mm width: 160px
The minimum reproduction size for physical collaterals should be 25mm wide and above. This is to ensure legibility and proper branding.
The minimum reproduction size for digital media should be 160px wide and above. Unless impossible stated otherwise due to limitations (i.e. - profile icons, app icons, etc), this reproduction size must be maintained.
It will sometimes be necessary to increase and decrease the logo size depending on the print area. Always keep it in proportion. *reproductions are actual size 19
size of the logo 20
safety area for the logo 21
10 mm 10 mm
SAFETY AREA
No object shall cross the safety area so there should be breathing room all around the logo. Breathing space: Approximately 10mm square.
22
CORPORATE LOGO
Do not use any backgrounds other than the ones shown here. Always use the full colour logo with backgrounds. 23
backgrounds for the logo 24
sample logo usage 25
It is suggested that a circle shape with a red rim be used as a means of adding a clear background to feature the full-colour logo. The colour of the circle would be #fef8f9 in the CMYK colour reproduction. The exclusion zone still applies under this circumstance.
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If under any event that the picture allows the logo to be featured full coloured clearly, there is no need to include the circle shape. The exclusion zone still applies under this circumstance.
gardenia DO NOT stretch/squash/distort
DO NOT add drop shadows
DO NOT rearrange elements
DO NOT use other colours
DO NOT alter the typeface
DO NOT crop
These are the examples of logo treatments that are strictly not permitted.
Please refer to the format, size and colouring of the logo which are detailed within this manual.
27
incorrect use of logo 28
4
4
typography
usage
typeface in the logo
31
32
ACUMIN VARIABLE CONCEPT AS THE LOGOTYPE
Acumin is a sans-serif typeface designed by Robert Slimbach and published through Adobe in 2015. Slimbach set out to design a contemporary neo-grotesque that could work as a text face. Acumin is a huge family that is available in five widths—extra condensed, semi condensed, condensed, normal and wide—with each width available in nine weights with matching italics. As the logotype of the Gardenia logo, the Acumin Variable Concept typeface reflects the spirit and feel of the brand - it is classy and serious, conveying a sense of modernity while maintaining the reliability of the brand. It is used in the default style and it is in a dark red colour, which is one of our corporate colours. Do not change the kerning of the logotype. For more information on the minimum and maximum length of the logo, please refer to page 19.
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AVENIR BLACK
Adrian Frutiger designed Avenir in 1988, after years of having an interest in sans serif typefaces. In an interview with Linotype, he said he felt an obligation to design a linear sans in the tradition of Erbar and Futura, but to also make use of the experience and stylistic developments of the twentieth century. But unlike Futura, Avenir is not purely geometric; it has vertical strokes that are thicker than the horizontals, an “o� that is not a perfect circle, and shortened ascenders. These nuances aid in legibility and give Avenir a harmonious and sensible appearance for both texts and headlines. The header should appear with no kerning. The reason for choosing this font for the main typeface is because it is clean and the legibility is high, conveying a sense of modernity.
ABCDEFHIJKLM NOPQRSTUVWX YZ abcdefghijklmn opqrstuvwxyz 1234567890
avenir b
34
black
typeface in header
typeface in body text
35
avenir
36
AVENIR MEDIUM
The header should appear with no kerning.
ABCDEFHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
medium
37
HELVETICA BOLD
Alternative typography usage for header. This font-face is an alternative to the original font. Use this font only when there is no access to the original font. The font is used as an alternative for all header of Gardenia promotional items / any promotional usage.
ABCDEFHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
helvetica
38
a bold
alternate header
alternate body text
39
helvetic
40
HELVETICA LIGHT
Alternative typography usage for body text. This font-face is an alternative to the original font. Use this font only when there is no access to the original font. This font is used as an alternative for all body of Gardenia promotional items / any promotional usage.
ca light
ABCDEFHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
41
CENTURY GOTHIC BOLD ITALIC
Century Gothic is a sans-serif typeface in the geometric style, released by Monotype Imaging in 1991. This clean cut, san-serif with geometric shapes is suitable for wordy body text such as the newsletter.
ABCDEFHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890
century g
42
gothic
typeface for quotes
graphic
elements
5
5
gardenia bread
45
GARDENIA BREAD
The Gardenia bread is a graphic element used for design purposes in promotional materials. It must be accompanied by the Gardenia logo. No modification of any sort is allowed for all Gardenia graphic elements.
46
INFOGRAPHICS
These icons represent Gardenia’s contact information, in the colour of strong red. The icons will be seen in Gardenia’s promotional items. Use icons when words cannot work and try not to make the icons look more realistic. Use the icons if they have meaning in the context and remember do not overuse the icons.
47
48
infographics
6
6
corporate colour
logo colour
51
PANTONE: 485 C RBG: 226, 36, 28 CMYK: 2%, 95%, 95%, 0% HEX: #e2241c PANTONE: 136 C RBG: 255, 191, 60 CMYK: 0%, 30%, 81%, 0% HEX: #ffbf3c
FULL COLOUR
Full colour reproduction. The Gardenia logo consists of only 2 colours. Ensure the colour usage is accurate, especially in print materials. 52
PANTONE: BLACK 6 C RBG: 16, 24, 32 CMYK: 93%, 77%, 56%, 78% HEX: #101820 PANTONE: P 1-1 C RBG: 255, 255, 255 CMYK: 0%, 0%, 0%, 0% HEX: #FFFFFF
ONE COLOUR
One colour reproduction. The Gardenia logo can be used in only 1 colour, if necessary. 53
54
logo colour
graphic elements
55
PANTONE: 136 C RBG: 255, 191, 60 CMYK: 0%, 30%, 81%, 0% HEX: #ffbf3c
GARDENIA BREAD
The Gardenia bread consists of only 1 colour. Ensure the colour usage is accurate, especially in print materials.
56
PANTONE: 485 C RBG: 226, 36, 28 CMYK: 2%, 95%, 95%, 0% HEX: #e2241c 100%
90%
80%
70%
60%
RBG: 201, 37, 29 CMYK: 14%, 96%, 96%, 4% HEX: #c9251d 100%
90%
80%
70%
60%
RED COLOUR THEME
The first and biggest coloured square is the primary colour used for Gardenia designs. Followed after are the accent which may be used for other promotional or design purposes. Ensure that the colour used does not overpower the Gardenia logo. 57
58
primary & accent
primary & accent
59
PANTONE: 136 C RBG: 255, 191, 60 CMYK: 0%, 30%, 81%, 0% HEX: #ffbf3c 100%
90%
80%
70%
60%
PANTONE: P 10-7 C RBG: 254, 200, 47
CMYK: 0%, 23%, 86%, 0% HEX: #fec82f 100%
90%
YELLOW COLOUR THEME
80%
70%
60%
The first and biggest coloured square is the primary colour used for Gardenia designs. Followed after are the accent which may be used for other promotional or design purposes. Ensure that the colour used does not overpower the Gardenia logo. 60
grids &
layout
7
7
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2 COLUMN GRID AND LAYOUT
This is the 2-column grid and layout used for Gardenia promotional materials such as brochure or flyer in A4 and A5 sizes. In 2-column vertical grid, grids may be used together, or separately during element placement. 63
64
2 column
3 column
65
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Qui id quunt re porume ellorrum consectus vent quo most optatiae nis ea voloreptatis aut intores sitatium vollore henimin velest, offic te peribus apernam, sendita ssitam illuptat undis am quis aperuntempor ate placesequia nat ipsamendae por simagnam fugia voluptatur? Orpor acestorundam volupta teceatento que dit arcid mi, officto tatiatiam autempos dipsuntur, to ipis delliqu istotas sed que cus. Harcipsam ex et velenit aestibus quidebis quiducitiore volupti bearum rem laboribus, to conet om-
Otassusdae magnia quiaspis et alitaepudae mi, ipidel mi, solum lam, nullupt aquiantio omnim volor aut volorpor autem nosa numque veliquia iusciae ptatiae ab int. Rum liquibeaqui dolent ab ilitem quatiist quam, utae pratiss undebiscium quas estius adi digenihil endam numquia volo eum abora cus.
3 COLUMN GRID AND LAYOUT
This is the 3-column grid and layout used for Gardenia promotional materials such as brochure or flyer in A4 and A5 sizes. In 3-column vertical grid, grids may be used together, or separately during element placement. 66
8
8
corporate
stationery
CORPORATE BUSINESS CARD
Each employee is entitled to their own business card with their respective title. The business card must contain information such as: name, title, Gardenia’s phone number, website, corporate email and address. Size is 85mm x 65mm.
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business card 70
measurements
71
85mm
55mm
Front
85mm
55mm
Back
MEASUREMENTS FOR CORPORATE BUSINESS CARD
72
This is the specific measurement for Gardenia’s official business card. Refer to the size ratio of the logo used (see page 19). The font for the business cards is Jellee. Do not attempt to alter or modify any part of the business card.
CORPORATE PRESENTATION FILE FOLDER
Each employee is entitled to a corporate file folder. It may also be given out as a method to distribute official communication. Size is 225mm x 300mm. 73
74
presentation folder
measurements
75
165.5mm
225mm
78mm
188mm
138mm
300mm
25mm 12.5mm
138mm
188mm
78mm
165.5mm
MEASUREMENT FOR CORPORATE PRESENTATION FILE FOLDER
76
This is the specific measurement for Gardenia’s official presentation file folder. Refer to the size ratio of the logo used (see page 19). The font used for the presentation file folder is Jellee. Do not attempt to alter or modify any part of the presentation file folder.
CORPORATE ENVELOPE
The corporate envelope is used to send mails to Gardenia stakeholders. This envelope is using the catalogue style envelope. Size is 220mm x 110mm. 77
78
envelope
measurements
79
220mm
10mm
55mm 21mm
25mm
110mm
110mm
10mm
220mm
MEASUREMENT FOR CORPORATE ENVELOPE
This is the specific measurement for Gardenia’s official envelope. Refer to the size ratio of the logo used (see page 19). The font used for the corporate envelope is Jellee. Do not attempt to alter or modify any part of the envelope. 80
10mm
CORPORATE ‘WITH COMPLIMENTS’ SLIP
The With Compliments slip is used for corporate affairs that may be beneficial to Gardenia. Size is 210mm x 99mm. 81
82
compliments slip
measurements
83
99mm
210mm
MEASUREMENT FOR CORPORATE “WITH COMPLIMENTS” SLIP
This is the specific measurement for Gardenia’s official “With Compliments” slip. Refer to the size ratio of the logo used (see page 19). The font used for the “With Compliments” slip is Jellee. Do not attempt to alter or modify any part of the “With Compliments” slip. 84
Koh Chin Huat Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia 30 September 2019 Head Office
Dear Mr. Koh,
In regards to the design for the new corporate identity programme we submit the above design. For the typing of letters, you will see we have adopted the method of starting all lines at the left-hand margin with no indentation for paragraphs. To help the typist position the address correctly and ensure that the address aligns with the printed address on the upper right hand corner of this letterhead a small dot has been printed near the top of the page and the first letter of the addressee is typed over it. This will ensure that the addressee will show correctly if a window faced envelope is used. A folding guideline is located on the left side of the page to ensure a close fit within the envelopes. The bottom of the page is folded inwards to meet this line. The page is then turned face down and folded back from the line. The addressee will now be in correct position for the DL envelope. We have adopted the use of a longer date form. The typist should type which department the letter is addressed to under the date as shown. This style of letterhead should be carried through all prestige stationery to show a consistent company image.
Yours truly,
__________________ Melissa Lye Hui Ming
CORPORATE LETTERHEAD
The corporate letterhead is a template to be followed when writing a letter in regard to Gardenia. It must be used for any official communication. Size is 210mm x 297mm.
85
86
letterhead
measurements
87
Koh Chin Huat Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia 30 September 2019 Head Office
Dear Mr. Koh,
In regards to the design for the new corporate identity programme we submit the above design. For the typing of letters, you will see we have adopted the method of starting all lines at the left-hand margin with no indentation for paragraphs.
295mm
To help the typist position the address correctly and ensure that the address aligns with the printed address on the upper right hand corner of this letterhead a small dot has been printed near the top of the page and the first letter of the addressee is typed over it. This will ensure that the addressee will show correctly if a window faced envelope is used. A folding guideline is located on the left side of the page to ensure a close fit within the envelopes. The bottom of the page is folded inwards to meet this line. The page is then turned face down and folded back from the line. The addressee will now be in correct position for the DL envelope. We have adopted the use of a longer date form. The typist should type which department the letter is addressed to under the date as shown. This style of letterhead should be carried through all prestige stationery to show a consistent company image.
Yours truly,
__________________ Melissa Lye Hui Ming
210mm
MEASUREMENT FOR CORPORATE LETTERHEAD
88
This is the specific measurement for Gardenia’s official letterhead. The yellow rim border has to be a stroke of the value 3. Refer to the size ratio of the logo used (see page 19). The font used for the corporate letterhead is Jellee. Do not attempt to alter or modify any part of the letterhead.
promotional materials
9
9
GARDENIA NOTEBOOK
The Gardenia notebook may be given to customers as a gift during events or roadshows. Size is 176mm x 250mm. 91
92
notebook
tote bag
93
GARDENIA TOTE BAG
The Gardenia tote bag may be given to customers as a gift during events or roadshows. 94
GARDENIA MUG
The Gardenia mug may be given to customers as a freebie when purchasing Gardenia products. 95
96
mug
corporate vehicle
97
GARDENIA VAN
98
This is the Gardenia van used to transport Gardenia products. It may also act as an outdoor advertisement.
10
0
corporate
signage
GARDENIA BUNTING
This is a sample of a Gardenia bunting used during events and promotions. Designs may be altered as long as it meets the requirements stated (see page 19).
101
102
bunting
indoor billboard
103
GARDENIA BILLBOARD
104
This is a sample of a Gardenia indoor billboard advertisement. Designs may be altered as long as it meets the requirements stated (see page 19).
product
packaging
1
11
GARDENIA BREAD LOAF PACKAGING
This is the various packaging design for different flavours of Gardenia bread loaf. Different colours are used to differentiate different bread flavours.
107
108
bread loaf
l