VEGAN YUMM BRISBANE´S VEGAN BAKEHOUSE

WELCOME

This brand book is a formal guide for those in charge of the Design and Marketing department of the Vegan Yumm brand where they will be able to find the correct form for the application of any graphic element that the brand requires.

We have created this manual in order to generate linearity and graphical homogeneity within the company. By applying the standards in this brand book, you will be able to effectively communicate the company’s values and its visual identity.

INTROINTRO

BRAND OVERVIEW

The brand overview is a guideline to describe Veganyum´s general characteristics in order to understand and communicate with ease in any application.

Modern Serious Femenine Mature Sophisticated Economic

Classis Fun Masculine Juvenile Ludacris Luxury

CORE VALUES

BRAND PERSONALITY

We are natural leaders full of passion and charisma. Our purpose is to inspire people to enjoy quality vegan food and encourage them to try a different diet lifestyle that tastes even better and is more fun than any traditional food. We want to be an influence on people in learning more about vegan cuisine providing excellent food with an innovative, happy and fun environment. We promote kindness in the way we teach different foods, in the way we treat our customers and how our team works and treats each other. Our bakery is meant to bring people joy in every step of their experience.

We are very authentic and we are not afraid of innovating and providing new ideas. We are very skilled in communicating our values.

Our goal is to create happiness. We strive to be good, pure, young, optimistic, simple, and loyal. We are perceived as a trustworthy bakery, reliable and honest.

BRAND ARCHETYPE

THE INNOCENT THE CREATOR

LOGOTYPE

LOGOTYPE

We designed Veganyumm`s logo with the mission of communicating a simple typographic brand that will create a genuine connection with their ideal customers.

This logo reflects fun, creativity, joy and at the same time it has a perfect mixture of professionalism, elegance and it communicates clearly that this is a reliable brand.

With a logo that connects with the audience, reflecting the fun, joy, elegance and seriousness that represents the brand. For the logo we use the QuickSand Font, a font that is legible, elegant but the curvatures of the letters creates a friendly impact to the readers. We made a customized adaptation

of this font for the word Yumm, managing to represent the frosting dripping out of the cake and generating a feeling of fun for the customers.

By creating a double letter we highlighted the professional and elegant side, and by combining with vibrant colors, we can also give the audience the sensation of creativity and joy.

By analizing the brand´s core values and personality, we managed to create a perfect visual balance to give the audience a clear idea of professionalism and lots of creativity.

Logotype

Description

VERSIONS

This Brand book provides several versions of the logo to make the brand versatile for any requirement.

Before applying the Vegan Yumm brand, it’s important to take into account the limitations and strengths of the required formats.

PRIMARY

HORIZONTAL

PRIMARY AND DESCRIPTION

HORIZONTAL AND DESCRIPTION

GRAPHIC CONSTRUCTION

A grid has been designed for each type of logo in order to maintain these proportions in all types of applications. The proportion measurements are based on the measurement “X” which is the equivalent of the space between the word Vegan and Yumm. These logos are shown the proportions for the principal logos.

PRINCIPAL LOGOS

25 x 43 x 29 x 43 x

GRAPHIC CONSTRUCTION

These logos are shown the proportions for the secondary logos.

SECONDARY LOGOS

RESTRICTRED AREA

A security area has been established around the logo. This area must be free of graphic elements that interfere with your perception and brand´s legibility. The construction of the area is determined by the measurement “X”. This measure is determined by the height of the letter “M” of the Word “Yumm”. It is highly recommended to maximize this space by separating the logo from the other elements of the page as much as possible. (texts and images).

PRINCIPAL LOGOS

RESTRICTRED AREA

A security area has been established around the logo. This area must be free of graphic elements that interfere with your perception and brand´s legibility. The construction of the area is determined by the measurement “X”. This measure is determined by the height of the letter “M” of the Word “Yumm”. It is highly recommended to maximize this space by separating the logo from the other elements of the page as much as possible. (texts and images).

SECONDARY LOGOS

MINUMUM SIZE

A minimum size has been established for each version of the logo, in order to always keep a legible brand.

OFFSET DIGITAL

1,2cm PRIMARY 57px

2cm

0,5cm PRIMARY AND DESCRIPTION 96px 14px

33px 3,5cm

HORIZONTAL 2cm

1,3cm 57px

37px

HORIZONTAL AND DESCRIPTION 3,4cm

0,71cm 96px

20px

TYPOGRAPHY

PRIMARY TYPEFACE

We chose a font that makes the brand unique. The curvatures of the letters highlight the creative side of the brand without neglecting the seriousness and elegance of it.

SECONDARY TYPEFACE

We chose dynamic and unique font for the titles in order to make the brand´s creative and innovative side stand out.

TYPOGRAPHIC HEIRACY

This is a guide to maintain a homogeneous mark of how texts should look together.

THIS IS THE HEADLINE FONT

This font will be used for sub-headings.

“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

CHROMATIC

CHROMATIC VERSIONS

MONOCHROMATIC

MONOCHROMATIC

GREY SCALE BLACK -

GREY BLACK GREY

DICHROMATIC

DICHROMATIC

FUCHSIA

DICHROMATIC

GREY SCALE

VERSIONS

BLACK GREY

GRAPHIC RESOURCES

PATTERN

APPLICATIONS

INCORRECT LOGO USES

INCORRECT LOGO USES

1. DO NOT change text spacing.

2. DO NOT change the proportions of logo elements.

3. DO NOT overlay the logo on non-corporate backgrounds or photos.

4. DO NOT use other fonts.

5. DO NOT use colors other than corporate.

6. DO NOT distort the logo.

LOGO USES

BRISBANE’S VEGAN BAKEHOUSE