Confection Connection
chocolatesweet deliciouschocolate sweet delicious cho indulgence indulgencedelicious indulgence Styledelicious Guide ocolate handcrafteddelicious handcrafted sweet handcr indulgence delicious sweet sweet weet delicious delicious sweet sweet indulgence chocolate indulgence delisweet chocolate sweet delicious handcrafted delicious sweet choco sweetindulgence indulgence chocolate indulgence indulgence sweet indulgence handcrafted chocolate dulgence handcraftedsweetdelicious indulgence sweet handcraf delicious sweet handcrafteddelicious chocolate sweetdeli- choco sweet sweet
Table of Contents
Brand overview Logo Specifications Color Font Tone of Voice Imagery All Together
1 2 6 7 10 11 14
Brand Overview
Remember the last time you had that a homemade piece of fudge. Remember how good it felt when you bit into that fresh sweet chocolate confection. That is what it feels like with every bite of candy and treats from Confection Connection. Using only the best ingredients, our specialty candies are handcrafted for all your special occasions. Every piece of our candy and treats will take you back to that place in time where moments are their sweetest. At Confection Connection this tone and feeling should be all across the board. Every time someone steps in the store, they should have a warm friendly feeling that takes over. This same feeling should be felt when viewing the brand in print and on the web.
1
Logo Specifications
Below are the different ways that the logo should and can be used. These logos were designed to work with the Confection Connection brand and should be used exactly as specified. All full color versions of the logo can be used for web, print, and social media. Candy Swirl Heart Chocolate Candy
Confection Connection
Confection Connection
Confection Connection
Confection Connection
Confection Connection
Confection Connection
2
This is the Confection Connection logo used in full color. The only parts of this logo that should have bright colors are the Candy Swirl and the Heart. Please see the color palette section on page 6 for specified Confection Connection colors. If the bright color is in the swirl, the Heart should have the Vanilla Cream color. If the bright color is in the heart, the Candy Swirl should have the Caramel tan color. The Heart should always appear on top of the Chocolate Candy and behind the Candy Swirl.
CC
CC
CC
Confection Connection Confection Connection Confection Connection The logo can be used in black and white and in single color. The Candy Piece should always be the same color as the company name when used in black and while and single color. The single color versions should only be the approved colors that are provided in this style guide on page 6. The Heart in the black and white and single color versions of the logo should always be white with an opacity at 90% this is to allow the swirl to be visible over the Heart. Full color versions of the logo should only be used on a white background unless being used with an image. Further specifications on image and logo use can be viewed on page 14 of the style guide. Only black and white, and single color versions of the logo can be used on colored backgrounds when not being used with an image.
Smallest dimensions of the logo should be at 1.5in x .08in
Confection Connection
3
When applying the logo, the spacing around the logo needs to be equal to the size of the heart. This is to make sure that the integrity of the logo is maintained at all times.
Confection Connection
4
Confection Connection’s brand is meant to be consistent in style throughout. Here are some ways that the logo should not be used and could cause damage to the brand.
Confection Connection
Confection Connection
Confection Connection
Confection Connection Confection Connection
Confection Connection
Confection Connection
5
Color Palette
Below are the approved colors that can be used for Confection Connection. No other colors should be used outside of a white background in specified situations like those mentioned on page 2 and 3.
6
CMYK - 49 74 70 80 RGB - 61 31 15
CMYK - 7 23 94 0 RGB - 240 194 46
CMYK -15 24 38 0 RGB - 217 189 158
CMYK - 32 94 1 0 RGB - 176 51 145
CMYK - 53 19 100 2 RGB - 135 166 61
CMYK - 32 47 70 9 RGB - 166 128 89
Fonts
Below you will find the fonts that are approved for use when communicating the Confection Connection brand. When to use these fonts are specified and should only be used in the appropriate specification.
Snell Roundhand (Header)
Black ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir (Sub-Head)
Medium ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890
7
Avenir (Body Copy) Book ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890 If the font Avenir is not available, please use Century Gothic in its place.
Century Gothic (Sub-Head) Bold ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrstuvwxyz 1234567890
8
Century Gothic (Body Copy) Regular ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrstuvwxyz 1234567890
9
Tone of Voice
In keeping with the brand of Confection Connection, the tone of voice and language should match. Confection Connection works very hard to make sure that all of their customers feel invited and welcomed into their stores. We want to make sure that the communication materials are sending the same message. The language and tone of voice should always feel like you’re speaking with an old friend or close relative. It should be relaxed and kept simple. Confection Connection wants to make sure that everything is clearly understood, and that there are no complex messages or riddles to decipher. Key words to think of when communicating are: Relaxation Happy Warmth Friendly Homemade Simple Delicious Sweet
10
Imagery
Any images used for communication should be of the highest standard and quality. The images need to be of people purchasing delicious looking treats or walking into/ out of a welcoming (candy/treat) store environment. The images can also be of candies and treats, but they also must be of high quality and look very delicious. Below are some examples of images that can be used. Close ups of people can also be used as long as it keeps with the tone of voice mentioned on page 10.
11
12
13
All Together
Confection Connection should always make sure that the elements of the brand are working together. This makes sure that the brand is communicated in the best way possible when being viewed by others outside of the company. When creating layouts and designs please refer to this “All Together� section to make sure integrity and communication is the same.
Life is sweet!
Confection Connection
14
When bringing all the elements together, the logo should not cover any part of the image. The logo can be placed in a bar at the bottom of the image. The bar’s color should be used from one of the approved colors that can be found on page 6. The font colors used for text should also be one of the approved colors on page 6. Text can be placed on top of the actual image but should not cover more than 50% of the image. The image’s opacity can also be adjusted, but no more than 70%.
I wonder what my confection should be for today...just the thought takes me back to such a wonderfully sweet time in my life.
Confection Connection
15