Brand Guidelines 2019
Copyright Š 2019 by Rachel Schwartz All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher. Book design by Rachel Schwartz Printed in the United States of America
Join our story
.01
.02
.03
.04
Our pledge to you
Our logo
Our flavors
Our type
.05
.06
.07
.08
Breathing room
Our story
Our stationery
Our merch Our media
Our pledge to you Here at the Fruitees team, we promise to make all of your experiences with our candy a joyous and memorable occasion. In order to do that we always have, which is to put the customer’s needs first we created a brand and company that is inclusive, friendly and fun. Designed in Syracuse, New York by young designer Rachel Schwartz, Fruitees is a fan favorite by all families. Our company provides an innovative way to enjoy chocolate, and let your kids enjoy chocolate without the guilt of eating an entire bag
This company was inspired by a love for children, respect for their parents, and the desire to consciously design. We have successfully created a candy that will leave kids wanting more and parents saying thank you. We know how hard it is to regulate candy consumption, and with our portioned packets of Fruitees, kids will be able to enjoy a delicious sweet while parents can just sit back and relax.
Don’t worry, we got this!
2019 Brand Guidelines | 1
Our logo The Fruitees logo consists of a few variations. The primary
lockup
logo, as previewed on this page, is a mix of lavender and green. These colors were chosen due to their friendly and
primary palette #CFD8EB
CMYK 17 10 1 0 RGB 207 216 235 PMS 2706 UP
#6C8C3B
CMYK 62 27 100 9 RGB 108 140 59 PMS 575 UP 2
#006E42
CMYK 90 32 91 23 RGB 0 109 65 PMS 7484 UP
well liked nature. One of the main values that we believe in at Fruitees is the importance of family. We want our brand to be approachable, and family friendly to all. We chose to employ a muted, yet expansive color palette to effectively convey this message.
monochrome on white
If you notice, our logo feautres only lowercase letters. This is unalterable when using the .png or .eps files of the logo. However, when referring to our company within the copy of a letter, email, message, etc. you may use a capital F, seeing as it is a proper noun. This logo will be used on all external and interal communication. If necessary, we do offer the use of five secondary logos, and monochromatic
monochrome on black
black and white options. The secondary logos, previewed on the next page, differ in color congruent to our five filling flavors: lemon, apple, cherry, grape and pear. *Logo cannot be reversed or altered in any way other than what is stipulated
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Color variations .01
.04
.02
.05 secondary palette #FFDE00
CMYK 2 9 100 0 RGB 255 222 0 PMS 7404 UP 2
#B13B54
CMYK 24 90 57 9 RGB 177 59 84 PMS 7420 UP 2
#EE2C3C
CMYK 0 96 79 0 RGB 238 44 60 PMS 199 UP
#8ABF42
CMYK 52 3 98 0 RGB 138 191 66 PMS 376 UP 2
.03
#80519C
CMYK 58 80 4 0 RGB 128 82 156 PMS 7622 UP
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Logo oopsies Do not stretch, squash, scale or manipulate the logo in any way that does not keep its original dimensions. Do not add a gradient, or change the typeface of our logo. Do not alternate colors between letters, and do not add a stroke to the logo.
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.04
.02
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fruitees .06 2019 Brand Guidelines | 4
Our flavors The Fruitees brand consists of five different characters. These five represent the sweet filling that fills the insides of our delicious chocolates. Each pack of fruitees consists of the ultimate mix of lemon, apple, cherry, grape, and pear. We chose these five because each burst with their own unique flavor to stimulate each taste bud.
The design of our hero flavors was inspired by minimalism and features a two tone color scheme that adds dimension and personality. These five fruit are the charm of our brand. We want our consumers to enjoy each bite and also give kids a fun way to connect with each candy and expand their flavor palettes.
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Our type Quicksand and Rubik are the two typefaces that we’ve chosen to use to represent our company. We took a lot of typefaces into careful consideration but eventually landed on these two. Both are sans serif typefaces with rounded, yet aesthetically pleasing features.
Quicksand and Rubik are extremely playful yet very powerful and purposeful. We chose Rubik Light to be our body copy typeface where as Quicksand Medium will be featured in all headers, as well as our logo. We wanted to use typefaces that reminded us of what it’s like to be kids. and we were able to find this balance perfectly through the mixture of Quicksand and Rubik.
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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 abcdefghijklmnopqrstuvwxyz ~ ` ! @ # $ % ^ & * ( ) _ +
Regular Medium Bold
- = { } | [ ] \ : ” ; ’ < > ?,./ 1234567890
Quicksand Quicksand is a sans serif typeface designed by Andrew Paglinawan, it is available for download through Google Fonts.
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Light
A B C D E F G H I J K L M
Regular
~ ` ! @ # $ % ^ & * ( ) _ +
Medium
Rubik
Bold Black
N O P Q R S T U V W X Y Z a b c d e fg h i j k l m n o p q rst uvwxyz - = { } | [ ] \ : ” ; ’ < > ? , . / 1234567890
Rubik is a sans serif typeface designed by Philipp Hubert and Sebastian Fischer, it is available for download through Google Fonts.
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Breathing room Design standards require that all logos need to have a certain amount of free space around them to ensure the effectiveness of the message. This free space will further be referred to as â&#x20AC;&#x2DC;breathing room.â&#x20AC;&#x2122;
At Fruitees, we want to make sure you recognize our logo from a mile away, so we have mandated at least 1in of breathing room from each corner of our logo. This means that no graphic elements can intrude this 1in space. Since our fruit extractables are a bit smaller, we are requiring .5in of space to be left on either side of each fruit when using them.
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Our story
pledge
family brand
The Fruitees family is focused on one thing, and one thing only. Founded on values that are family focused and family friendly, we believe in collaboration and the strength of ‘our.’ We don’t use words like mine, his,or theirs, but instead, we only use ‘our’. We want to make sure that everyone feels included, and that everyone knows they’re part of OUR fruitee family.
The essence of the Fruitees brand, and the delicious
colors
promise story customers
candies that we create, is to be family oriented and kid friendly. We don’t believe in one person working alone to achieve a goal, because the best ideas are generated from collaboration. So, this is our pledge to you, as we continue to grow and innovate, YOU will be a part of every step of
chocolate
Our
community
OUR journey.
mission
innovators
company
flavors journey 2019 Brand Guidelines | 10
.5”
Our letterhead
8.5”
150 E 42nd St. New York, NY 10017
Our dearest customer, Evenditatem iderita turias sequas everferiti berum volorum fuga. Nam, quosae. Od modicti umquos et quaepratem licimin tenecum quae volorrum veleseque plabor sa saepe eium nonsenis asimagnimpe repero blam rat molessimi, offic tem quiate volumquia suntem alictur, offictias
Our letterhead previewed here is to be used when
cuptatisti comnis re, cuptate ndiorum comnimet fugitatem anim sunt, si dit, aut et ommost
sending out all external communications. This will
fugitatum in pelles coremol ectur?
be our official notice of documentation. The example
Si ariorep erspele ceaque doluptat aut aborror rorrum venieni mporum evendit mo dolupienime
shown is in greek, as it is merely for visual purpose. The
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page size is standard U.S. letter size, however it can be
volorec aturess enimoluptam reiustrumque conse pre poribero diae volorero offictur alit providi apit
estiundam fugit, si restiis sum aut aut omnis dolorem. Oria quideles eos earum duntium quo veliqui harumen imincita conectio. Occaepelessi arum harum imilictest, non natae volupta cus cus iundita
converted to A4 to communicate effectively with our European partners. If A4 is in use, be sure to convert all measurements accordingly.
tianda ipsa por si ducitas aciur, que que modit autem et labo. Namenihictur moluptate dolum il
11”
ipide odit volorerferum consent ionectur? Quiania ntius, consecta dolutem qui ra apiet aceptatur accaesequia vernatur rectia simolup tibus. Omnienderi repel maio. Umquate inihilia pernat lam, alignis minis dit qui dolupta doluptam reprovidebis etur? Sam aut atem nonectis autemquatem fugitas eicatet estoreni corem eliqui
Your document must have .5in margins, with an 8 column
dolupta ium rerumqu atempore eos endustion nos molut.
grid. You may increase your name in the signature by a
Magnimp erferum aut volupta sitint ut esed quo eaque posam, accuptatin coraerion et aut iuntiuntis
maximum of 2 points when signing off. Your name must
voluptaquis simi, eum aut ullatibusam, omnis soluptas modis denisquo volo conse dolor alitium explandi sinus magnist etur aut eum comnimin consedignat lis aut aut vel.
be in Rubik Medium, as to differentiate it from the rest of the copy. The fruit footer will begin at a Y height of
Faci aut odis moluptatio. Nam recum, comnis sim aut fuga. Re excesciist am sequia vitatio
10in and extend across all 8 columns. You must use our
torem.
nsequatatem quos as ullupti bustio consequi te eos etur? Qui atur? Ribus il ium que liciam, odi
standard body copy typeface which has been established
Best,
as Rubik, at 10 points with 19 pt leading.
Fruitees CEO
Morgan Kane
.5” 2019 Brand Guidelines | 11
Our envelope
.5” .5”
Morgan Kane
150 E 42nd St. New York, NY 10017
Our envelopes will be used to send out all official communications. Use a standard business envelope. The
9.5”
4”
Sherri Taylor
215 University Pl. Syracuse, NY 13210
footer on the front of the envelope extends .5in high. Please be sure to place a fruitees sticker on the back flap of each envelope. See images for reference.
.5”
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Our business cards Our business cards are a unique shape and therefore
chocolate covered sweets
need to be custom ordered. All employees are provided with their own set of business cards. When hired, they will be emailed a form that requires them to fill out all necessary information for a custom card. Our business cards are available in the colors shown below, with the corresponding fruit on the front.
CMYK 52 3 98 0
CMYK 0 96 79 0
#8ABF42
#EE2C3C
Morgan Kane Fruitees CEO
CMYK 58 80 4 0
CMYK 24 90 57 9
#80519C
#B13B54
+1 631-681-5439 fruitees.co@gmail.com fruiteessweets.com
CMYK 3 3 99 0 #FEE802
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Our merch Customizable merchandise is available for purchase in store. On our website you can find color and sizing options for all clothing, as well as have the ability to purchase Fruitees style tote bags, mugs, and more!
Visit fruiteessweets.com for more info
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Our media Please visit the App Store to download our app. You can also visit our website at fruiteessweets.com through your mobile phone, laptop or desktop computer.
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for more information, please contact: Josh Kessler - Fruitees Art Director fruitees.co@gmail.com fruiteessweets.com
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