Graphic Standard
1
2
Table of Contents
Introduction 2 Logo Usage
4
Typography 14
Business System
18
Marketing Applications
26
1
Introduction
Mission Statement
The Mix is a brand that creates mixes that can be used for both pancakes and waffles. The packaging that we use is biodegradable and compost-able at home. Our company currently offers 5 flavors of mix, each delivered in pre portioned expandable discs that make mixing clean and easy.
2
3
Logo Usage
Logo
The Mix logo was designed to be minimalistic and colored with appropriate colors according to flavor. The i is dotted with a whisk, and the letters are swirled to mimic the effect of mixing batter. There is one logo that can be shown in 5 different colors, depending on the flavor that is being sold. The minimum size of the logo should be 1� in length and width at all times in order to maintain legibility. 4
Logos - Color Variations
5
Strawberry
Pumpkin
Blueberry
Chocolate Chip
Logo Ratios
Original/Plain
6
Appropriate Logo Use The logo may be used in full black and white or grey scale for black and white prints.
The opacity of the logo may be lowered to no less than 50% in order to sit behind other elements graphically.
7
Inappropriate Logo Use
Do not make logo smaller than 1� area
Do not skew the logo
Do not inverse the logo
Do not use multiple colors in logo
Do not use colors that are not from optional color list
Do not change the size of background circle
8
Logo - Primary Colors There are 5 colors currently being used for The Mix. Do not substitute these colors with others as they correspond to flavors currently on the market.
Pantone 7-6C RGB (232, 217, 139) #E8D98B CMYK (0, 6, 40, 9)
9
Pantone 157C RGB (236, 161, 84) #ECA154 CMYK (0, 32, 64, 7)
Pantone 186C RGB (207, 10, 44) #CF0A2C CMYK (0, 95, 79, 19)
Pantone 7463C RGB (0, 43, 73) #002B49 CMYK (100, 63, 12, 67)
Pantone 411C RGB (89, 74, 66) #594A42 CMYK (0, 17, 26, 65)
Other Graphic Elements
The Whisk dotting the i may be used as a separate graphic element. In that case, the can be white on a colored background following the color guides, or inverted to be an approved color on a white background.
10
Photography
Photographs are provided for use among graphics. These photos may be cropped in any while still including the pancake in the foreground. Do not skew the pictures from their original ratios.
11
Photography
Use Vertical and Horizontal formats of photos as appropriate.
12
13
Typography
Two fonts are used by The Mix for both print and web. The main lettering in the logo is hand illustrated. Do not attempt to replicate this lettering. Only utilize logos provided.
14
Logo Typography
Signpainter
Hand Illustrated Lettering
15
Fonts Sign Painter ABCDEFGHIJKLMNOPQRSTUVWXYZ abcefghijklmnopqrstuvwxyz Used up to 60pt
Univers LT Std - 57 Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcefghijklmnopqrstuvwxyz Used up to 16pt
The Mix uses Sign Painter lowercase in the logo alongside hand illustrated letters. Do not attempt to replace the fonts utilized. The company theme uses Univers LT Std - 57 Condensed seen on the bottom. This utilizes both uppercase and lowercase Univers in both print and web. Do not use SignPainter font in body paragraphs. This will cause difficulty in legibility. 16
17
Business System
Employees of The Mix can utilize our Business Standard for interactions in a professional setting. The accent colors found here can be changed to the other flavor colors.
18
Business Cards
Business cards display the whisk imagery on the front, accompanied by the address to the company website below it. The back features the logo, employee name, followed by the department of association. Personal contact info found on the bottom may vary.
19
Business Card Dimensions
20
Letterheads
Letterheads are printed one sided on standard letter sized paper. The back of the paper will always be one of the five colors provided. In the background on the front page, a 50% opacity circle of the chosen accent color is placed. A full opacity logo will be placed on the bottom right hand corner of the letter head.
21
Letterhead Dimensions
22
Envelopes
Envelopes are standard #10. A logo sticker is used to seal the envelope.
23
Envelope Dimensions
24
25
Applications
The graphics provided can be utilized in many different combinations for various applications such as print, web, and branding of transportation. Keeping visuals standardized is mandatory to maintain a composed company brand.
26
Website/Mobile App
The website and mobile app provide customers with in depth information about our company, our process in keeping our product sustainable, nutrition information, and also access to buying our products. Photography is the main element to the website; a strong image drawing in and maintaining user attention.
27
Billboards
.
For billboards a more minimalistic approach is taken, here just the logo sits next to a single sentence “Pancakes have never been easier.� Photography can also be used here to draw in the eye, or just the logo to keep viewers engaged in the company rather than just the idea of food.
28
Shipping Boxes
Shipping boxes are labeled on the front and back with the logo. No photography should be applied to shipping boxes.
29
Shipping Truck
Trucks are labeled simply with the logo on both sides.
30
The Mix Graphic Standard Michelle Lee Design 116 SS2 2015 31