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TABLE OF CONTENTS
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Brand Ingredients
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Logo Lockup
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Single-Tier Names
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Two-Tier Names
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Color Palette
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Typefaces
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Acceptable Treatments
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Incorrect Treatments
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Web Colors
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Web Typefaces
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Packaging Containers
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Packaging Label
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brand ingredients
Maya started 313 Bakery to find an outlet for her passion and creativity. She derives joy from making and baking pastries, cakes, cookies and other sweet treats. Additionally, she wants to share the happiness that can be found in baking by sharing her creations with other people. It is no doubt that the best way to enjoy a 313 creation is to have it with at least one other person.
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LOGO PROPORTIONS
The 313 Bakery identity is comprised of the logo and the slogan. On packaging labels, the product name is added as a secondary element that supports the logo (shown in the next section). There must always be a space of the width of one 3 from the working logo size surrounding the logo. This ensures a proportional, consistent and ample breathing space for the bakery’s logo.
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1”
0.75”
0.5”
The complete logo (with the slogan) can be reduced down to 0.75” in height.
The slogan may still be readable at 0.5”, but it should be avoided whenever possible. At this size, the slogan is not readable, so it should not be used at this size.
0.25”
0.25” is too small for the logo to work.
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single-tier names
raspberry macarons
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15x
2x Base measurement (here at 10 points), x 4x
The size of the logo and the surrounding frame is based on the size of the product name. The size of the product name will be the base measurement for the size ratio of the logo.
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two-tier names
DOUBLE CHOCOLATE MASCARPONE CUPCAKE
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15x
2x Base measurement (here at 10 points), x 4x
If the name of the product does not fit in a single tier, a second line will no doubt be necessary. In this case, the base measurement will still be the cap height of the point size of the product name. The measurement from the bottom begins at the baseline of the second tier, where the same spacing is used as in on a single-tier label.
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color palette
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Main Color PMS 7533
Process Equivalent
C 0
M 22
Y 85
K 85
Highlight PMS 133
Process Equivalent
C 0
M 20
Y 100
K 56
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typefaces
Penumbra Serif Std Semibold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 .,?!@#$%^& *()/;:‘’“”
Penumbra Serif Std Semibold is the typeface to be used for the product name on packages. It is also the font to be used for the headlines for the menu.
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Cronos Pro Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 .,?!@#$%^& *()/;:‘’“” Cronos Pro Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 .,?!@#$%^& *()/;:‘’“”
For the menu, the product names will be listed in Cronos Pro Regular. Any secondary information can be set in Cronos Pro Italic.
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acceptable treatments
Original logo
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1 color
Reversed
Black
Grayscale
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acceptable treatments
White on black dropout
Grayscale dropout
Dropout against identity colors
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Dropout against image
Dropout against a different color (Here, the Japanese flag is referenced)
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incorrect treatments
Gradient
Incorrect colors
Outline
Image inside the logo
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Distortion
Low contrast colors
Low visibility
Vibrating colors
against image
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Web colors & elements
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Ornaments R 75 G 57 B0 Header/Navigation Text R 75 G 57 B0 Body Text R 75 G 57 B0 Background R 255 G 239 B 207 Image Border (1px solid) R 75 G 57 B0 Rollover & Active Navigation Text: R 200
Dots: R 75
G 138
G 57
B 18
B0
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web typeface
Cantoria MT Std
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 .,?!@#$%^& * ( ) / ; : ‘ ’“ ” - – — _
Cantoria MT Std is part of the “C Fonts” that were packaged with Windows Vista, and it is also available for download. Therefore, this is the main font for the website. From this point, a font stack using default local fonts will be used.
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CSS Font Stack
313 Bakery Cantoria MT Std 313 Bakery Book Antiqua 313 Bakery Palatino
313 Bakery Palatino Linotype 313 Bakery Georgia 313 Bakery Times New Roman
This is the font stack for the CSS of 313 Bakery’s website. The two versions of Palatino accounts for the different versions found in Mac and Windows.
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packaging containers
(6x6x2.5�) Small treats can go in the smaller box. Even though there is a window on top, the 313 Bakery label will be placed on top, but it will not cover the entire window. The brown paper bag will be used to carry the small box, and it will also bear the 313 Bakery label outside.
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(12x12x3�) The box is useful for carrying cupcakes and pies. Twine will be tied around the box as a means of holding it for transportation. A plastic bag can also be used instead.
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packaging accessories
Cellophane bags can be used for smaller, bite-sized treats such as cookies and macarons. The 313 Bakery logo will not be printed on the cello bags.
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Napkins are kraft recycled napkins that can be purchased from any store with a party supply section.
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PACKAGING label
PRODUCT NAME
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Packaging labels can be printed on kraft paper, or recycled brown paper. When printing on kraft paper, the only color to be used is the main color. The highlight color is not used. The spacing surrounding the label is the width of one “3� from the current logo, except for the bottom where the height is used.