TA B L E O F C O N T E N T S
INTRODUCTION TO THE BR AND 6
Using this Manual
6
Brand Message
PRIMARY BR AND ELEMENTS 9
The Mark
10
Logotype and Signature
12
Logo Use
13
Typography
15
C o l o r Pa l e t t e
17
Po s i t i o n i n g
18
Minimum Clear Space
18
Minimum Size
I M P L E M E N TAT I O N O F T H E B R A N D 21
Stationer y
24
Signage
26
Ephemera
27
We b s i t e
30
Contact Info
C R E AT I V E D I R E C T O R
T h e Z i a ’s b r a n d p a y s h o m a g e t o t r a d i t i o n a l I t a l i a n e l e m e n t s a n d h e r i t a g e a l l w h i l e p r o v i d i n g a f r e s h , m o d e r n i z e d f e e l t h a t a p p e a l s t o a l l a g e s . Z i a ’s E s p r e s s o + Gelato is a locally -owned small business in El Dorado Hills, California. T he business is ver y involved in the community and is a staple for visitors to El D o r a d o H i l l s ’ To w n C e n t e r. A s a r e s i d e n t o f E l D o r a d o H i l l s a n d c u s t o m e r o f Z i a ’s Gelato + Espresso, it was a pleasure to create an identity for a company that I love. I hope that those who interact with this brand experience an over whelming s e n s e o f t h i s w o n d e r f u l c o m p a n y a n d a l l t h a t t h e y s t a n d f o r. GRA ZIE! (THANK YOU)
Olivia Wilson
L E T T E R F R O M T H E C R E AT I V E D I R E C T O R
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INTRODUCTION TO THE BR AND
USING T HI S MANUAL
T h i s m a n u a l i s i n t e n d e d f o r t h e u s e o f f u t u r e d e s i g n e r s w o r k i n g w i t h Z i a ’s Espresso + Gelato. It must be consulted for any questions regarding the technical n u a n c e s o f a b r a n d i d e n t i t y. D e s i g n e r s m u s t c o n s u l t w i t h t h e C r e a t i v e D i r e c t o r before attempting to disobey any of these guidelines.
BR AND MESSAGE
A U T H E N T I C . L O C A L . FA M I L I A L . E X C E L L E N T. F R E S H . I TA L I A N . T h e Z i a ’s b r a n d p a y s h o m a g e t o t r a d i t i o n a l I t a l i a n e l e m e n t s a n d h e r i t a g e a l l w h i l e p r o v i d i n g a f r e s h , m o d e r n i z e d f e e l t h a t a p p e a l s t o a l l a g e s . Z i a ’s i d e n t i f y i n g m a r k is a pizzelle, which is a wafer-like Italian cookie that was chosen for its beauty a n d r o o t s i n I t a l i a n c u l t u r e . T h e g o a l f o r Z i a ’s w a s t o c r e a t e a n e n v i r o n m e n t a n d brand that encompassed their goal to be authentic, local, familial, excellent, fresh, and Italian.
INTRODUCTION TO THE BR AND
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INTRODUCTION TO THE BR AND
PRIMARY IDENT I T Y ELEMENTS
THE MARK
T h e Z i a ’s m a r k i s i n d i c a t i v e o f t h e f r e s h a n d a u t h e n t i c p r o d u c t s t h a t t h e y o f f e r. Its logo is based off a traditional Italian cookie called a pizzelle, which was c h o s e n f o r i t s i n t r i c a t e b e a u t y a n d v i s u a l i n t e r e s t . T h e Z i a ’s l o g o i s c o m p r i s e d of a pizzelle, an Italian cookie made from thin wafers of waff le cone. T his logo m a i n t a i n s t h e c o m p a n y ’s a u t h e n t i c I t a l i a n f e e l w h i l e u p d a t i n g t h e b r a n d a n d ensuring relevance in an urban marketplace. T he goal of the utilization of the double-sided logo was to create a modern and playful vibe that the brand needs in order to be successful with its target audience. T he white pizelle logo is used at all times in conjunction with the logotype, with a green background. See page 15 for more info regarding colors. T he green pizzelle logo is an additional element that is prominent on the business s t a t i o n a r y. T h e g r e e n p i z z e l l e i s n o t u s e d i n c o n j u n c t i o n w i t h a n y l o g o t y p e , b u t ser ves as a backside or continuation of the white pizelle logo. See page 21 for m o r e i n f o r m a t i o n r e g a r d i n g b u s i n e s s s t a t i o n a r y.
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PRIMARY IDEN T I T Y ELEMEN TS
LOGOTYPE
S I G N AT U R E
As stated on the previous page, the white pizzelle logo and the logotype are never used separately when representing the brand. T he entire signature functions as t h e p r e d o m i n a n t “ l o g o ” o f t h e Z i a ’s b r a n d .
PRIMARY IDEN T I T Y ELEMEN TS
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LOGO USE
ZIA’S ESPRESSO + GELATO
Never substitute type in the logo. Never alter the colors in the logo. Never put other words or phrases inside the logo. Never tilt the logo. Never distor t the s h a p e o f t h e l o g o . N e v e r a l t e r t h e p r o p o r t i o n s o f t h e l o g o i n a n y w a y. N e v e r a d d elements inside or over the logo. Never rearrange the elements of the logo.
PRIMARY IDEN T I T Y ELEMEN TS
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T Y POGR A PH Y
DUKE FILL
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Duke FIl is to be used exclusively in the logotype and signature.
C H A PA R R A L P R O
[REGUL AR]
ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789 C H A PA R R A L P R O
[LIGHT]
ABCDEFGHIJKLMNOPQRSTUVWX YZ 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789 C H A PA R R A L P R O
[ L I G H T I TA L I C ]
ABCDEFGHIJKLMNOPQRSTUVWX YZ 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
C h a p a r r a l P r o i s t o b e u s e d f o r b o d y c o p y, t e x t o n b u s i n e s s c a r d s , l e t t e r h e a d s , a n d envelopes. T he Regular font family should be used on headlines, such as the name o f t h e b u s i n e s s c a r d . T h e L i g h t f o n t f a m i l y i s u s e d m o s t f r e q u e n t l y. T h e d e s i g n e r should default to the Light font family if in doubt of which font family to use. T he Light Italiac font family may be used sparingly to add visual interest.
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PRIMARY IDEN T I T Y ELEMEN TS
C O L O R PA L E T T E
CMYK: C=17 M=0 Y=100 K=0 RGB: R=222 G=226 B=30 PA N T O N E : 3 9 6 5 U
CMYK: C=0 M=0 Y=0 K=0 RGB: R=255 G=255 B=255
CMYK: C=0 M=0 Y=0 K=100 RGB: R=0 G=0 B=0
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PRIMARY IDEN T I T Y ELEMEN TS
POSITIONING
0.5 in
0.5 in
0.5 in
T h e Z i a ’s l o g o i s a l w a y s p o s i t i o n e d o n t h e l e f t s i d e , f l u s h w i t h t h e b o r d e r. T h e minimum amount of clear space required at the top, bottom, and right side of the logo is 0.5 inches. The left side, again, will be f lush with the left side of the page.
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PRIMARY IDEN T I T Y ELEMEN TS
M I N I M U M C L E A R S PA C E
0.5 in
0.5 in
0.5 in
MINIMUM SIZE 70mm
28mm
T he ZIA S logo and logotype may not be any used smaller than the size of the business card (70x28mm). T he pur pose of this is to ensure legibility and cohesiveness. On all business stationar y the logo is to be used at the scale of the b u s i n e s s c a r d o n l y, i t m a y n o t b e u s e d a t a b i g g e r s i z e .
PRIMARY IDEN T I T Y ELEMEN TS
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I M P L E M E N TAT I O N O F T H E B R A N D
B U S I N E S S S TAT I O N E R Y
T he business stationer y plays off the design of the business card. T he size of the logo, as well as the spacing , is consistent across all pieces. T he spacing of the tex t on the back of the business card and the back of the envelope is the same distance from the green pizzelle as the logotype is from the white pizzelle. Make s u r e t h a t t h e g r e e n p i z z e l l e i s f l u s h w i t h t h e w h i t e b o r d e r, a n d i s 0 . 5 i n f r o m t h e top of the page. On the second sheet of the letterhead, the green pizelle and contact information must be rotated 180째 and aligned to the left side, 0.5 in. f r o m t h e b o t t o m o f t h e p a g e . T h i s w a y, w h e n t h e l e t t e r h e a d a n d s e c o n d s h e e t a r e folded in thirds, the green pizelle and contact information will be visible when unfolding the page.
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I M P L E M E N TAT I O N O F T H E B R A N D
SIGNAGE
T h e s e a r e a f e w e x a m p l e s o f h o w t h e Z i a ’s l o g o c a n b e u s e d i n e n v i r o n m e n t a l signage to attract customers and inform the public. T he nature of the logo r e q u i r e s i t t o b e f o r m a t t e d i n t o a l o n g r e c t a n g u l a r s i g n o r b a n n e r. I f a s m a l l e r sized sign must be used, the alignment in the top photo may be used.
I M P L E M E N TAT I O N O F T H E B R A N D
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EPHEMERA
M e r c h a n d i s e a n d p a c k i n g w i l l a l l u t i l i z e t h e Z i a ’s l o g o . E p h e m e r a c o u l d e x t e n d t o clothing , stickers, napkins, aprons, and other items that relate to the brand. T he ephemera should be white or green.
I M P L E M E N TAT I O N O F T H E B R A N D
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WEBSITE
T h e w e b s i t e s e r v e s a s a w a y f o r Z i a ’s t o i n f o r m c u s t o m e r s a n d p o t e n t i a l customers, and as a way for customers to get a taste of the brand and all that t h e y h a v e t o o f f e r. T h e g o a l w a s t o c r e a t e a c l e a n a n d e a s y - t o - n a v i g a t e i n t e r f a c e that people of all ages can use.
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I M P L E M E N TAT I O N O F T H E B R A N D
Sha r i Fu lton OW NER
916 . 9 3 9. z i a s zia@ziasgelato.com ziasgelato.com
Ol iv ia Wi lson
CR E AT I V E DIR ECTOR GR A PHIC DE SIGN ER 916 . 29 4 . 550 9 oliv iagracew ilson12@g mail.com w w w . b e h a n c e . n e t /o l i v i a g r a c e w i l s o n
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I M P L E M E N TAT I O N O F T H E B R A N D