Brand Identity Guidelines Sonia’s Sweets & Treats December 2022 CUSTOMIZE MY ORDER SWEETS & TREATS S o ni a ’s
Brand Guidelines
Table of Contents
Mission Statement, Values, Personality
Personality
Primary Logo
Secondary Logo Icon Minimal Scale Clear Space Color Palette
Color Palette: Filled Logo Usage
Color Palette: Outlined Logo Usage
Photo Background Do Nots
Typefaces Applications Start Business Cards Packaging Store Front Signage Mugs Apron Tote Final Thoughts
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Mission Statement
Sonia’s Sweets & Treats creates handmade desserts that are superior in quality, and taste while exceeding customers expectations.
Brand Values
Sonia’s Sweets & Treats believes in quality, consistency, and connection. Baking brings community together. There is consistent technique and thoughtfully chosen ingredients that craft tasteful and stunning desserts. Personalized to each guest, Sonia’s Sweets & Treats will help you make every occasion even more memorable.
Brand Guidelines
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Personal
Understanding. Kindness. Specific. Life can be crazy sometimes. Being human, keeping an open mind, and communicating honestly. Friendliness and compassion.
Detailed
Mindful. Precision. Mastery. Continuously growing and practicing this craft. Putting in the time to listen and deliver outstanding baked goods.
Outgoing
Creative. Playful. Open. The opportunities are endless when creating a specialized design for a customer. The challenge is always accepted.
Passionate
Consistent. Respect. Dedication. Taking pleasure in creating homemade custom desserts. Going the extra mile to deliver an exceptional experience to the customers.
Brand Guidelines
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Primary Logo
Sonia’s Sweets & Treats logo has a hand drawn feel to it to correlate to the organic shapes that can be found and created when baking in the kitchen. It was important to emphasis not only the feeling of home but how Sonia’s desserts are hand crafted and made right from home. The curvy sans serif font adds to the organic feel while being elegant.
The house and cookie make a very recognizable and memorable appearance for consumers to remember.
The logo can be used either in a outlined or filled style interchangeably. The outlined logo is more delicate and should be used accordingly where it can be visible.
Brand Guidelines
Outlined Logo
S o ni a ’s
SWEETS & TREATS
Filled Logo 7
Secondary Logo
This logo can be used in place of the primary when there is not enough room vertically. This logo is best for more horizontal space. Otherwise, all rules apply the same.
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Brand Guidelines
Logo
Signature
In relation to the logo, here is a scripted signature that can be used on various promotional materials.
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Icon
This is the logo without the text, displaying just the icon. This can be used as makes sense for promotional material or merch.
Filled Logo Outlined Logo Sonia's Sweets & Tre s
Sweets & Treats Sonia's Sweets & Treats Sonia’s Sweets & Treats Sonia’s Sweets & Treats s Sweets & Treat 9
Sonia’s
Minimal Scale
The smallest the logo can be is 2 inches high. It’s better for the logo to be bigger rather then smaller as the words “sweets & treats” needs to be visible.
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1/2 inch 1/2 inch 1/2 inch 1/2 inch Brand Guidelines
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Clear Space
To ensure legibility, there should always be a minimum amount of clear space surrounding the logo. This clear space will prevent the mark from competing graphic elements like other text that might conflict with it. That way the logo can have breathing space.
The minimum clear space is defined by the height of the cookie that is located in all variations of the logo. As the logo will be resized, this clear space should be maintained at all times.
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Brand Guidelines
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Color Palette
The core identity colors consist of varying tints of purple and red to create an elegant color palette. Green and off-white help tie it all together by inviting colors outside of the pink and purple group.
When using the off-white color in pantone, refer to using white, HEX FFFFFF.
Black is mainly to be used for typography though when needed, type can also be in the off-white color.
Brand Guidelines
PMS CMYK RGB HEX
PMS CMYK RGB HEX
PMS CMYK RGB HEX
7640 C 36-85-48-17 147-64-90 93405A 1765 C 0-42-23-0 247-167-167 F7A7A7 Black 0-0-0-100 0-0-0 000000
PMS CMYK RGB HEX
PMS CMYK RGB HEX
7576 C 9-61-62-0 224-126-98 E07E62 5845 C 35-26-66-1 172-167-112 ACA770
PMS CMYK RGB HEX
7446 C 45-52-0-0 147-128-187 9380BB
PMS CMYK RGB HEX
White 0-2-3-0 253-248-242 FDF8F2 15
Color Palette: Filled Logo Usage
The filled logo can be used in these various colors on the off-white color as the background. These logos shouldn’t be placed directly on any other color from the palette.
When using the off-white color as the logo, the typography must also be set in the off white color. The off-white logo is the only logo that can be placed on any of the colors given in the color palette as a direct background.
The filled logo may be used more often as it is more legible for various applications.
Brand Guidelines
Color Palette: Outlined Logo Usage
The outlined logo can be used in these various colors on the off-white background color. These logos shouldn’t be placed directly on any other color from the palette.
When using the off-white color as the logo, the typography must also be set in the off white color. The off-white logo is the only logo that can be placed on any of the colors given as a direct background.
Use this logo when seems fit.
Brand Guidelines
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Photo Background
In order to apply the logo to an image, the logo must be in the offwhite color and a darker transparent overlay must be applied on the image for it to be more visible. Select images with not too busy of a background that will contrast negatively with the logo. Here are all the off-white logos that can be applied to images. SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS SWEETS & TREATS SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s TREATS a ’s SWEETS & TREATS SWEETS & TREATS TREATS a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s S o ni a ’s S o ni a ’s S o ni a ’s S o ni a s S o ni a ’s S o ni a s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s SWEETS & TREATS S o ni a ’s & TREATS ni a ’s & TREATS ni a ’s & TREATS ni a ’s SWEETS TREATS S o ni a s & TREATS ni a ’s & TREATS ni a ’s & TREATS ni a ’s SWEETS & TREATS S o ni a ’s Brand Guidelines
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Do Nots
There are a few rules to help maintain the integrity of the brand. It’s important to set these boundaries so the brand follows a balanced and cohesive look.
Don’t compromise the look of the logo by stretching, rotating, cropping, and scaling. Never bend the rules of the color palette or add drop shadows. Here are some examples of ways you should never use the logo.
Brand Guidelines
S o ni a ’s
Do not stretch or manipulate the logo.
SWEETS & TREATSSonia’s
Do not rotate the logo.
Never crop the logo.
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S o ni a ’s
Do not scale different areas of the logo.
S o ni a ’s
Never change the logo to more than one color.
Do not add a drop shadow or any other effects.
S o ni a ’s
SWEETS &
TREATS
Do not rearrange the typography.
Do not change the transparency of the logo.
Do not place the logo directly on another color unless it’s off-white.
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Primary Typeface
Sofia Pro is a calm, readable, and respectful tone Sonia’s Sweets & Treats wants to embody for the brand. This type is intended to be a voice for the brand.
This sans-seriff font is used in the words “Sweets & Treats” of the identity name.
Sofia Pro type family includes many font weights but the brand will only be utilizing 5 of them. Each weight has an italic version as well. .
Sofia Pro - Regular a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Light Light Italic Regular Regular Italic Semi Bold Semi Bold Italic Bold Bold Italic Black Black Italic
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Bold Semi Bold Regular
Tasteful memories all in one bite Header Sub-heading Body Brand Guidelines
Secondary Typeface
The typeface IvyJournal emphasizes the more elegant side to the brand while holiding a mature and trustworthy presense. There is a total of 5 styles in the family to pick from along side the italic versions of each. IvyJournal - Regular
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
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Thin Thin Italic Light Light Italic Regular Italic Semi Bold Semi Bold Italic Bold Bold Italic
b c d e f g h i j k l m n o p q r s t u v w x y z
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Header Sub-heading Body Bold Semi Bold Regular 25
Signature Typeface
Pacifico is a script and decorative font that compliments the brand in a fun manner. It is to be used delicately and minimally. It shouldn’t be over done or claim the appearance of the brand.
Sonia's Sweets & Tre s
This font can also be broken apart and edited to create patterns that go alongside the main signature. There are 3 fonts to pick from in this font family.
Sonia’s Sweets & Treats
Sonia’s Sweets & Treats
Pacifico - Light a b c d e f g h i j k l m n o p q r s t u v w x y z
Sonia’s Sweets & Treats
Sonia's Sweets & Treats
Tasteful memories all in one bite
Tasteful memories all in one bite
Tasteful memories all in one bite
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Applications
Here are a few examples of how the logo can be applied in the world following the brand guidelines.
Brand Guidelines
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Brand Guidelines
Business Cards
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Packaging Brand Guidelines
Store Front Signage 33
Mugs
Brand Guidelines
35
Apron
Brand Guidelines
Tote
37
Final Thoughts
These guidelines have been organized so that there is consistency from the presence of the brand. There is still room for creative freedom while making sure the logo looks its best following these guidelines.
Brand Guidelines
39
Sonia's Sweets & Tre s
Sonia’s Sweets & Treats Sonia’s Sweets & Treats
Sonia’s Sweets & Treats Sonia's Sweets & Treats
