Rebecca Landman 102105949
Published by Swinburne University of Technology, School of Design, 2019 Printed in Melbourne by Dinkums All rights reserved No part of this publication may be reproduced or transmitted in any form or by means, electronic or mechanical, including photography, recording or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology. Declaration of Originality Unless specifically referenced in the bibliography, the mark and all other material in this book is the original creation of the author. Copyright Agreement I agree for Swinburne University to use my brandbook for non-commercial purposes including: promoting the activities of the university or students: internal educational or administrative purposes: entry into appropriate awards, competitions and other related non-commercial activities to show my work in lectures and as an example for future students on line and face to face and in lectures. In some situations, this may involve repurposing the work to meet the requirement of Swinburne’s use.
I agree to grant to Swinburne a worldwide, non-exclusive, irrevocable and free-of-fee license to use this project produced in DCO20001 in any way for non-commercial purposes.
Signed
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Date 1/11/19
Contents
STAGE 1: Branding and Identity Definitions
5
Examples
6
Brandmark competition
7
Positioning map
8
Competitor case studies
9
Mission statement and naming
12
Brand values
13
Moodboards
14
PART 2: Developing your brand Sketches
18
Brandmark designs
21
Brandmark final
22
Brandmark colour development
23
Argument and rationale
24
Brandmark comparison
25
PART 3: Developing your brand Brand Guidelines
28
Inspiring Brand Applications
32
Business Cards
34
Applications
36
References
56
3
Short and Sweet Stage One
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Definitions BRANDING The development and maintenance of a brand BRAND A company, or product, or something else, presented in ways that create an image IDENTITY The characteristics by which a brand is known IMAGE The market’s opinion about a brand BRANDMARK = LOGO A graphic mark that represents a brand LOGOTYPE = LETTER MARK A brandmark consisting of letters FIGURE MARK A brandmark consisting of one or more figures COMBINED MARK A brandmark consisting of letter/s and figure/s TRADEMARK A registered (legally protected) brandmark
Per Mollerup: Marks of Excellence, The history and taxonomy of trademarks
BRANDMARK
LOGOTYPE
FIGURE MARK
COMBINED MARK
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Competitor’s Brandmarks
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Positioning Map
PRICEY
REGULAR
ARTISAN
CHEAP
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Competitor Case Study
AMERICAN DOUGHNUT KITCHEN American Doughtnut Kitchen is a family owned and run brand that has been operating out of Queen Victoria Market since 1950. Although they only have one item on the menu, jam donuts, they do their job so well people are still lining up buying them 69 years later. Since the van is so iconic it has been used in their branding. Their branding is kept simple, with a lot of white and accents of blue and orange. This aesthetic matches their business ethos as they are all about simplicity and focusing on one thing so you can do it right. Their packing is paper bags with a simplified version of the brandmark that doesn’t include the orange shadow on the text or the stars.
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Competitor Case Study
REBEL DONUTS Rebel Donuts is an artisanal donut shop that focuses on having a fun, friendly atmosphere. They have amusing, inventive names for their donuts, commonly involving a pun on the flavour such as Salty Sailor which is salted caramel. Rebel Donuts has bold, loud branding. Their colour pallet includes pink, blue, green, purple and orange, with the hot pink being the most widely used colour. They also have a black and white design made up of phrases and symbols that relate to the idea of being a rebel. This design is used on their store signage and on the banner on the website. The boxes used to package six packs of donuts are hot pink with a black and white checkered lining. This fits with the rest of their colour scheme.
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Competitor Case Study
BISTRO MORGAN Bistro Morgan specialise in artisanal, handcrafted donuts. Founder Morgan Hipworth opened the first location in 2016 at just 15 years old. Their donuts are known to be highly decorative, and often served with a syringe containing extra filling. They offer traditional flavours, like jam and glazed cinnamon, but are known for their more experimental flavours, like New Yorker cheesecake and Golden Gaytime. Bistro Morgan has a predominantly pastel colour scheme, focusing on blue and pink, which is seen on their storefront, signage and website. However their packaging has a more saturated blue, pink, orange and yellow. Overall the pastel colours and thin typeface form a calm, youthful aesthetic.
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Mission Statement
Short and Sweet are a local company passionate about bringing our signature light, fluffy donuts to people all across the Mornington Peninsula. With a little help from our array of sweet treats, we hope to brighten peoples’ day. We offer a range of donuts consisting of both the traditional flavours you know and love, plus some of our own creations. While the classic flavours are available year-round, we swap out the other flavours regularly so that there’s always something new to try when you visit us. Our primary goal is to bring a smile to every customer’s face. Because after all, what’s better than a donut? Everything we do at Short and
Naming
At Short and Sweet we are passionate about our community. We love attending markets and sharing our donuts with people all across the Mornington Peninsula. We also support our community by taking advantage of the great local produce available on the Peninsula, with seasonal fruits from Red Hill and Tuerong being used as the bases for many of our summer flavours.
SHORT AND SWEET
Light
Exciting
Fluffy
Circle
Angel
Full Circle
Clouds
Hole
Wisps
Ring
Cloud 9/ Cloud Nine
Holy Moly
Seventh Heaven
Holey Moley Donuts
Heavenly Donuts
Sweet
Smiles
Sweet tooth
Happy
SHORT AND SWEET
Yummy
Sweet Talk
Fresh
The Sweet Spot
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Sweet, we do to make sure our customers are left feeling happy and satisfied with both the experience and the product.
The brand name Short and Sweet was chosen for two reasons. The expression ‘short and sweet’ is defined as ‘brief but pleasant’, a phrase that perfectly describes the experience of eating a donut. There is also an element of word play as the expression includes the word sweet and donuts are sweet.
Brand Values
CREATING SMILES
CREATIVITY
COMMUNITY
SUSTAINABILITY
QUALITY
AFFORDABILITY
We believe in bringing a smile to our customer’s faces. Everything we do, we do to make sure our customers are left feeling satisfied and happy.
We are passionate about bringing people together and supporting local businesses on the Mornington Peninsula.
Our donuts are made fresh each market day, using natural, locally sourced ingredients to ensure each one is of a high quality because we believe our customers deserve the best.
We take pride in coming up with creative new flavours for our customers to enjoy that you can’t get anywhere else.
We believe in doing our part to help protect our beautiful planet, through our packaging and business practices.
We work hard to keep our prices as low as possible so that as many people as possible can enjoy our delicious donuts.
Moodboard
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15
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Short and Sweet Stage Two
Brandmark Sketches
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19
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Brandmark Designs
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Brandmark Final Large Scale
Small Scale
Reversed
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Colour Development
Colour Final
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Argument The most successful of the options is option number three. It is the most cohesive of the three, with the icon and type blending well together. It is playful and fits in well with the main brand value, that being ‘creating smiles’ for their customers. It displays the warm, welcoming persona that the company wants to express.
Brand Rationale The final brandmark is a combined mark featuring both an image and type. The typeface is soft and flowing, while remaining quite heavy. This gives a warm, cozy felling to the brand name. The image and text are connected, with the text sitting in the bite mark of the donut. This helps make the two seem like one unified design. The fluid appearance of the typeface relates to the icing drizzled across the donut. The image is stylized and cartoonish to help the brand appear fun and friendly.
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Brandmark Comparison
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Short and Sweet Stage Three
Brand Guidelines Minimum Clear Space
Minimum clear space is equivalent to the size of the whole in the center of the donut.
Typography
Bello Script Pro, Regular
This typeface is used in the logo.
ITC Avant Garde Gothic Pro, Book
This typeface is used for headings and subheadings.
ITC AVANT GARDE GOTHIC PRO, MEDIUM ITC Avant Garde Gothic Pro, Book
This typeface is used for body text. The medium version is used for emphasis when needed and is always in uppercase.
Colour Breakdown
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HEX #f47630
HEX #ffdc8c
HEX #9bd2f2
RGB 224/118/48
RGB 255/220/140
RGB 94/210/242
CMYK 0/67/91/0
CMYK 0/13/53/0
CMYK 36/4/0/0
PANTONE 7957 UP
PANTONE 134 UP
PANTONE 2905 UP
These are the colours permitted for ‘Short & Sweet’ branding.
Minimum Size W: 28mm H: 14mm This is the minimum size the logo is permitted to be used at. Any smaller and you will lose clarity in the strokes.
Logo Don’ts
DON’T mix black with colours. The logo has to be either monochromatic or in full colour.
DON’T move the donut to change the composition of the logo.
DON’T warp or distort the logo.
DON’T use colours outside of the specified colour palette.
DON’T change the stroke weight of the logo.
DON’T use the other ampersand available in the typeface. 29
Logo Variations
Word Mark
Combined Mark — Horizontal
Image — Normal and Reversed
Combined Mark — Vertical
Logo Variations — Colour
Orange Logo
Orange Logo and White Logo on Blue Background
Reversed Orange Logo
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Pattern/Illustration Patterns and Illustrations should reflect the warm and friendly persona of the company. They should feature curves and rounded edges. The only colours permitted in patterns and illustrations are those in the colour palette. Gradients comprised of these colours are permitted.
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Inspiring Brand Applications Dunkin Donuts Re-Brand by Hanna Sköld and Sara Knipström
World Children’s Festival by Eric Amaral Rohter and Larssen & Amaral
32
Sweet Tooth Pediatric Dentistry by Jennifer Pace Duran
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Business Card Backs
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Applications
Letterhead
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Envelope
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Email Signature
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Business Card
42
Rewards Card
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Website Homepage
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Instagram Page
45
A Frame Sign
46
Short & Sweet Donut Van
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Donut Packaging — Box
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Donut Packaging — Box
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Donut Packaging — Paper Bag
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T-shirt
51
Cap
52
Employee Name Badge
53
Tote Bag
54
Assorted Pin-back Buttons
55
References PART ONE AND TWO Brand Examples: All Day Donuts Logo, viewed 14 August 2019, https:// alldaydonuts.com/ American Doughnut Kitchen Logo, viewed 22 August 2019, https://www.facebook.com/AmericanDoughnutKitchen/ Arnotts Shapes Logo, viewed 23 August 2019, http://www. arnotts.com/media-library/ Brumby’s Bakery Logo, viewed 23 August 2019, https:// edenrisevillage.com.au/store/brumbys-bakery/ Coles Logo, viewed 22 August 2019, https://www.coles.com. au/ Cupcake Central Logo, viewed 14 August 2019, https:// www.yelp.com.au/biz_photos/cupcake-central-melbourne3?select=agB-lLbIz19ePLo3zFipJQ Bistro Morgan Logo, viewed 14 August 2019, https:// bistromorgan.com.au/ Donut King Logo, viewed 14 August 2019, https://www. donutking.com.au/ Doughboys Donuts Logo, viewed 14 August 2019, https:// doughboysdoughnuts.com.au/ Greens Logo, viewed 22 August 2019, https://www.facebook. com/GreensBakingAustralia/ Krispy Kreme Logo, viewed 14 August 2019, https://www. krispykreme.com.au/ Lekker Lekker Snack Bar Logo, viewed 22 August 2019, https://www.facebook.com/lekkerlekkersnackbar/ Little Cupcakes Logo, viewed 14 August 2019, https:// littlecupcakes.com.au/ Rebel Donuts Logo, viewed 14 August 2019, https://www. rebeldonuts.com.au/ Red Rooster Logo, viewed 23 August 2019, https://fontsinuse. com/uses/20646/red-rooster Seven Eleven Logo, viewed 23 August 2019, https:// commons.wikimedia.org/wiki/File:7-eleven_logo.svg Short Stop Logo, viewed 14 August 2019, https://twitter.com/ shortstopmelb Streets Logo, viewed 23 August 2019, https://en.wikipedia. org/wiki/Streets_(ice_cream)#/media/File:Heartbrand,_no_ text.svg Walkers Doughnuts Logo, viewed 14 August 2019, https:// www.walkersdoughnuts.com.au/ White Wings Logo, viewed 22 August 2019, https://www. bullseye-digital.com/our-work/white-wings Woolworths Logo, viewed 22 August 2019, https://www.wwf. org.au/about-us/partners/woolworths#gs.y96y6q
Case Studies: American Doughnut Kitchen Donuts, viewed 22 August 2019, https://www.theurbanlist.com/melbourne/directory/ american-doughnut-kitchen American Doughnut Kitchen Information, viewed 22 August 2019, https://www.facebook.com/ AmericanDoughnutKitchen/ American Doughnut Kitchen Packaging, viewed 22 August 2019, https://www.facebook.com/ AmericanDoughnutKitchen/ American Doughnut Kitchen Van, viewed 22 August, 2019, https://www.flickr.com/photos/ccdoh1/3928343917/ Bistro Morgan Donuts, viewed 19 August 2019, https:// bistromorgan.com.au/ Bistro Morgan Information, viewed 19 August 2019, https:// bistromorgan.com.au/our-story Bistro Morgan Storefront and packaging, viewed 19 August 2019, https://bistromorgan.com.au/location-hours Rebel Donuts Information, viewed 19 August 2019, https:// www.facebook.com/rebeldonuts/ 56
Rebel Donuts Menu, viewed 19 August 2019, https://www. rebeldonuts.com.au/menu/ Rebel Donuts Packaging, viewed 19 August 2019, https:// www.facebook.com/rebeldonuts/ Rebel Donuts Storefront, viewed 19 August 2019, https://www. tripadvisor.com.au/ShowUserReviews-g552216-d13535804r583173158-Rebel_Donuts-Mornington_Mornington_ Peninsula_Victoria.html
Moodboards: Bonnie Blue, viewed 23 August 2019, https://www. pinterest.com.au/pin/420101471492543304/Pale Marigold, viewed 23 August 2019, https://www.pinterest.com.au/ pin/65443000822159314/ Cherries, viewed 23 August 2019, https://thefarmchicks. typepad.com/farmchicks/2010/07/cherry-picking.html Doughnuts with vanilla cream, viewed 23 August 2019, https://jernejkitchen.com/recipes/bread-and-doughs/ doughnuts-rich-vanilla-cream Clouds, viewed 23 August 2019, https://www. myfavwallpaper.com/2019/02/fluffy-clouds.html?m=1 Clouds with Sun, viewed 23 August 2019, https://www. pinterest.com.au/pin/146648531586223071/ Eden, viewed 23 August 2019, https://www.pinterest.com.au/ pin/563020390915414238/ Lady With Hat, viewed 23 August 2019, https://www.pinterest. com.au/pin/722335227709122178/ Leaf Green, viewed 23 August 2019, https://www.pinterest. com.au/pin/190910471689451790/ Mount Eliza Market, viewed 23 August 2019, http://www. mountelizaunit.com.au/mt-eliza-farmers-market-sun-22apr-2012/ Orange Tiger, viewed 23 August 2019, https://www.pinterest. com.au/pin/518054763385018373/ Peaches, viewed 23 August 2019, https://www.pinterest.com. au/pin/288582288608155672/ Polar Wind, viewed 23 August 2019, https://www.pinterest. com.au/pin/781656079057472114/ True Red, viewed 23 August 2019, https://www.pinterest.com. au/pin/549017010823746002/
PART THREE Map of Morninton Peninsula, viewed 29 October 2019, https://www.google.com/maps/place/Shire+of+Mornington+ Peninsula,+VIC/@-38.3309285,144.6763219,10z/data=!3m1!4b 1!4m5!3m4!1s0x6ad5cf60a5b65071:0x2f2f7d28b50bbc82!8m2! 3d-38.2854053!4d145.093449 Dunkin Dounuts Re-Brand Photos, viewed 29 October 2019, https://www.behance.net/hanna_skold World Children’s Festival, viewed 29 October 2019, https:// www.behance.net/gallery/28212135/World-Childrens-Festival Sweet Tooth Pediatric Dentistry, viewed 29 October 2019, https://www.pacecreativedesign.com/blog-posts/2017/1/3/ project-spotlight-sweet-tooth-pediatric-dentistry
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