Contents Page
Introduction Welcome to the brand guidelines for Moooca Gelato Bar. Our branding is an essential part of the Moooca experience, and it’s our responsibility to ensure that all aspects of our brand remains consistent, no matter where in the world it’s seen.
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Who We Are Moooca Gelato Bar is a contemporary, energetic, fun and friendly cafe-style gelato company, that was estabilshed in late 2015. We offer unique, premium gelato and fresh dairy-free sorbet with a conscious. All our ingredients have been ethically sourced, and are 100% biodegrabeable.
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LOGO
USAGE
Logo Our logo is the chief visual component of our company’s overall brand identity, so we must ensure that correct usage is implemented at all times. Please observe the clear space needed around the logo, in order to maximize visual effectiveness. Black Minimum width 25mm
and white variations are also acceptable.
Pantone 3252 C Process
C
M
Y
K
65
0
29
0
SECONDARY LOGO Our secondary logo is a simplified version of our official logo, and can be used when space is limited. Black and white variations are also acceptable when colour is not Minimum width 25mm
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needed or available.
%
incorrect usage 1.
2.
PLEASE DO NOT:
3.
1. Change the logo orientation. 2. Change the logo colours. 3. Scale the logo unproportionately. 4. Add effects to the logo.
4.
5.
6.
5. Use the logo as a repeated pattern. 6. Change the font of the text.
TAG LINE Minimum height 15mm
Our tag line is another strong visual element of our brand, that connects the audience to our product. Our primary and secondary colours are always used, but can be alternated with black or white when placed against a primary colour.
Minimum width 40mm
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COL
OUR
primary colour Colour is the most essential part of our brand, as it represents our personality. We are fun, bright and playful. This is our main primary colour that is used Pantone: 3252 C | CMYK: 65, 0, 29, 0
to identify our brand. This version is used for printing purposes only. This is also our main primary colour that is
RGB: 56, 217, 207
used to identify our brand. This version is used for screen purposes only.
Pantone: 142 C | CMYK: 0, 21, 70, 5 | RGB: 241, 190, 72
secondary colour This is our secondary colour that is used heavily for strengthening our brand. It is used for both print and screen purposes.
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CMYK: 0, 42, 16, 0 | RGB: 252, 169, 176
ADDiTIONAL coLOURS We have introduced additional colours into our brand inorder to highlight our personality and core values of being fun, bright and playful. These colours are used in many of our marketing and branding materials to further strenghten and enhance our image.
CMYK: 25, 46, 65, 0 | RGB: 196, 154, 108
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TYPOG
RAPHY
“
OPEN SANS Open Sans is our corporate typeface that is primarily used for body text. It has a clean and easy to read format with 10 different weights. The minimum size is 6pt.
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RECiPE BOOK
STATiONERY
Prep Time - Body
About Us - Body Open Sans Semi Bold Open Sans Light Size 8 pt Size 12 12 pt leading 18 pt leading
Letterhead - Body
Business Card - Body
Email Signature - Subheading
Open Sans Light
Open Sans Light
Open Sans Light
Size 8 pt
Size 6 pt
Size 14 pt
Method - Body
Loyalty Card - Body
Open Sans Light
Open Sans Light Contents Page
Open Sans Light
Size 11 pt
Size 9 ptSans Open
Size 6 pt
16 pt Leading
12 pt Leading
- Body Light
9.6 pt Leading
25 pt Tracking Email Signature - Body
Size 9 16 pt leading
8 pt Leading
Tips - Body
Menu - Body
Open Sans Regular
Open Sans Light Italic
Open Sans Light
Size 22 pt
Size 10 pt
20 pt Tracking
Ingredients - Body Size 8 pt Open Sans Light 11 pt leading 20 pt Tracking Size 8 12 pt leading
Email Signature - Heading
34 pt Leading
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“
Frente H1 Frente H1 is our trendy typeface that is mainly used for subheadings. It has only one weight and adds a youthful character to our brand. The minimum size is 12pt.
”
RECiPE BOOK
STATiONERY
Contents Page - Subheading
Loyalty Card - Subheading
Stickers - Subheading
Size 20 pt
Size 20 pt
Size 28 pt
24 pt Leading
45 pt Tracking
Size 25 pt
Fox Pattern - Heading
Stickers - Heading
35 pt leading
Size 43 pt
Size 38 pt
What Is Gelato? - Body
52 pt Leading Recipes - Subheading Size 20 pt
Stickers - Heading Size 28 pt
Subject Title Page - Heading
27 pt Leading
Size 400 pt Tips - Heading Size 19 pt
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“
Bromello
Bromello is our fun typeface that is primarily used for headings. It has only one weight and adds personality and playfulness to our brand. The minimum size is 10pt.
”
RECiPE BOOK
STATiONERY
Title Page - Heading
Business Card- Subheading
Menu - Heading
Size 130 pt
Size 10 pt
Size 40 pt
Contents Page - Heading
Business Card - Tag line
Menu - Subheading
Size 50 pt
Size 12 pt
Size 35 pt
Who We Are - Heading
Loyalty Card - Heading
Size 65 pt
Size 45 pt
Recipes - Heading
Loyalty Card - Subheading
Size 45 pt
Size 10 pt
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TONE OF
VOiCE
hello there
FOLLOW ME! 24
playful Playfulness is at the heart of who we
Casual
are, because boring and mundane is just not our style! We keep it casual to the point where you can sit back, relax and really get to know us in a simple, friendly way!
The Moooca tone of voice is quite unique. We like to think of ourselves as youthful, casual and playful.
youthful We’re a young bunch, so keeping it youthful and fresh isn’t just a marketing scheme - its who we are!
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patt
erns
triangl es Our triangle pattern is used in various branding and marketing materials to enhace our designs and emphasise our fun, playful personality.
find us 236 King Street Newtown, Sydney NSW, 2042
contact 9550 2363 info@moooca.com.au moooca.com.au
Business Card
Menu
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Advertisement 1
Letterhead
Advertisement 2
Recipe Book Contents Page
Email Signature
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fox pattern Our fox pattern is a series of playful vector based icons that are highly reflective of our brand and core personality. Elements of this pattern are also used in various marketing materials to enhance our visual identity.
Gelato Cup
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COOKING PATTERN Our bright and playful cooking pattern is used exclusively in our recipe book as end pages. It is a series of vector based cutlery and utensil icons, that have been designed using our main branding colours.
Recipe Book
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ico
ns
vector icons We use a variety of playful, vector based icons in the Moooca brand, which truly reflect our core personality. They are very basic and simple, with no complicated shapes or patterns. Our fox icon can be accessoried with a variety of objects including hats, glasses, bows and moustaches. For best results, use only one or two accessories at a time because you don’t want to over complicate the little guy! Each of these icons are featured in the fox pattern, with some varying in colour and size. Our brand colours are used throughout, with the fox’s accessories being a dark grey, having the value of C=0, M=0, Y=0, K=70.
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3 foxes Our 3 foxes appear in numerous aspects of our brand, however their accessories can change to offer variety and character. As long as the number of foxes don’t change, and the spacing in between is kept consistent.
Business Card
25mm
Menu
25mm
ICONS Icons such as the bow tie, moustaches, and varying foxes are used in our bright and playful sticker range.
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Stickers
penny-farthing
gelato cup
This Penny-Farthing icon is used in our
Our soft serve icon is also used in our
recipe book as a main feature, adding
recipe book as a small feature, adding
personality and character to the page.
colour and playfulness to the page.
Recipe Book
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photo
graphy
KEEP IT BRIGHT Nothing says fresh delicious gelato like bright, vibrant photos so remember to keep it light and colourful at all times!
HAVE SOME FUN Don’t be scared to have a little fun and experiment with different elements like utensils or raw ingredients to better enhance the atmosphere of the photo!
PLAY WITH TEXTURES It’s important to play around with a few different textures and backgrounds in order to give each
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photo a unique feel.