Brand manual

Light House

stay sweet.

the brand manual

hey sweet thang

Conten

nts 1

the brand

1.1 . guidelines 1.2 . vision & mission 1.3 . inspiration & concepts 1.4 .brand attributes 1.5 . brand spirit 1.6 . brand essence

2

the brand identity 2.1 . logotype 2.2 . signature 2.3 . tagline 2.4 . typeface 2.5 . primary color palette 2.6 . signature minimum size 2.7 . unnaceptable uses 2.8 . business stationary 2.9 . business cards 2.10 . environmental signage 2.11 . the lighthouse pint 2.12 . contact information

bra

the

and

chapter one.

1.1 guidelines

Come one, come all to your local favorite, Lighthouse Ice Cream, found smack on the beach in Ocean Beach, California. The Lighthouse brand represents the sweetness and love found in this unique location. It is the visual representation of the founder’s, Bob and Carol’s, dream of making a sweet, fun scoop of heaven right on the beach in their favorite town

1.2 vision & mission The vision and mission of Lighthouse Ice Cream is to build a sweeter community starting with a scoop of ice cream.

Lighthouse stays sweet everyday by dishing out ice cream to anyone and everyone who stops by. Each person is received, loved, and accepted at Lighthouse and given a scoop of their favorite treat to enjoy together with their community.

1.3 inspiration & concepts Laughter and love in community fosters togetherness. Bringing more positivity to the world, one scoop of ice cream at a time, is at the heart of Lighthouse Ice Cream’s purpose. Enjoying a scoop of ice cream while laughing with old friends is one of the best things in life.

The laughter and love present in this place are what make it such a wonderful spot to enjoy OB at its finest. At its

core, laughter and love are the inspiration for the Lighthouse Ice Cream brand, along with the heart of staying true to the original brand purpose of welcoming everyone who wants to join the fun. Each person who comes into Lighthouse gets their picture taken and hung on our walls as a reminder of the giggling, smiling, lighthearted community we serve.

1.4

brand attri

fun friendly local unique positive

ibutes

1.5 brand spirit Lighthouse Ice Cream welcomes messy faces and sticky hands. Lighthouse is a sweet place to drop by and enjoy alongside other locals and visitors alike.

Lighthouse represents the fun, sweet, laughing, loving, bright side of the OB community. This place has stayed true to its mom-and-pop start and stays sweet by taking pictures of all the customers who come in to enjoy a scoop and posting them all over the walls. This place loves all who come in and lives to serve as a place of fun and enjoyment for all who stop by no matter who they are

1.6 brand essence

We, here at Lighthouse Ice Cream, invite you to join us for a scoop of ice-creamy love. We have a unique and fun style designed to bring out the laughter and joy in people. Our brand is the embodiment of the playful spirit here in sunny San Diego. We invite you to enjoy a delicious hot waffle sandwich and meet and be surrounded by the people who make OB the loveable and exciting place that it is.

We foster community and a refuge from the everyday anxieties that get us caught up and keep us away from family and friends. We offer a sweet smile along with a tasty scoop of ice cream to melt all your troubles away and keep you laughing and loving life. Each scoop of ice cream is uniquely flavored and named specially to embody the sweet attitude of Lighthouse. Our brand is driven by the people who love our place and our ice cream.

brand id

the

d dentity chapter two.

2.1 logotype Reminiscent of the playful fun found in enjoying a scoop of ice cream by the beach, this logo represents the ice-creamy goodness and innocence of Lighthouse Ice Cream the place and the brand. It is energetic and youthful yet stays true to its mom-and-pop beginning. It speaks to all audiences and welcomes everyone to enjoy this local delicacy.

The logotype may be used in place of the full signature for a more minimal look. Apply this form of the brand specifically on packaging and wrapping of brand food products.

Light House

2.2 signature The Lighthouse Brand signature is the Logotype and tagline as one entity. It is to be used on brand products that are not used for wrapping or packaging of food (with the exception of the packaging of the ice cream pints). The main elements are the typographic components as well as the coloration of pink used to highlight the font.

Light House

stay sweet.

2.3

Tagline

stay sweet

2.4 typeface The design of the Lighthouse Ice Cream fonts illustrates the essential themes of the brand which are fun and welcoming The design of the typeface for Lighthouse Ice Cream embodies the rich sweetness of ice cream. The choice of a flowing curvy font accentuates the look and feel of ice cream, alongside the sans-serif font which provides contrast in the overall design. The connectedness of the curvy font used for the logotype, additionally, adds to the overall effect of the logo and brand.

Two fonts have been chosen for the Lighthouse brand identity. They are to be used in all printed and online communications. Each of the typefaces was selected for its visual compatibility with the Lighthouse brand and for their ability to convey a personality that is consistent with our brand story. Only use the weights and styles shown on this page.

Pacifico ‑ Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

futura PT ‑ light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

2.5primary color palette It is important that the full-color version of the Lighthouse Ice Cream logo maintain a consistent appearance of the logo and all visual communications across various media types and materials. Using colors consistently in all communication will strengthen brand recognition.

C=0 M=40 Y=0 K=0

C=0 M=0 Y=0 K=0

2.6 signature: minimum size

To ensure the integrity of the full-color version of the Light House logo, do not reduce its width to less than 2 inches for print or special usage. Other reproduction methods will require the minimum size to be greater than the sizes identified here.

Light House

stay sweet.

2 inches in width

2.7 unacceptable uses just a few things to keep in mind: • never substitute type in the logo.

• never alter the colors in the logo.

• never distort the shape of the logo.

• never alter the proportions of the logo in any way.

• never rearrange the elements of the logo, unless there is a special usage

Light House

stay sweet.

Light House

stay sweet.

.

Light House stay sweet.

2.8 business stationary Use the following specifications for all Lighthouse Ice Cream correspondance.

2.9 business cards The front of the business card contains the phrase, “hey sweet thang�. All contact information and website are located on the back. Colors used full-color CMYK. The color used on the back is full-color CMYK. Stock used is Potlatch McCoy Silk Cover, 100#. Satin aqueous coating should always be used on both sides to ensure maximum quality and protection from scratching.

2.10 environmental signage Signage helps people identify, navigate, and understand environments. All interior directional signage will utilize the Lighthouse logo and slogan using Pacifico and Futura PT and supporting photographic and illustrative imagery.

2.11 the lighthouse pint Lighthouse Ice Cream is an company that embraces the love and uniqueness of their local community.

So we here at Lighthouse decided to give the community something to take home and enjoy with the family from their local favorite. The Lighthouse Ice Cream pint is a unique presentation of the brand as well as the product the brand serves.

2.12

contact inform

t mation

Lighthouse Ice Cream 5059 Newport Ave. Ste 102 San Diego, CA. 92107 (619) 222-8600 Design Inquiries Mia Chandler Creative Director, Designer phone 951.235.6422 miachandler1122@pointloma.edu Ordering Information Name Carol B. phone (619) 222-8600 Legal Information Lighthouse.com/legal