Yo
Identity & Brand Guidelines July 2014
Introduction The Logo Typography Stationery Package Webpage
1 3 15 17 20 23
Contents
Introduction
Introduction
Yo is a yogurt company that makes you enjoy fresh dairy product every day. It provides nutritious and delicious product to satisfy the need of both your health and taste. Its brand values are pure, lively, cute, friendly and fresh. The preservation of the yo company identity is paramount to building a recognizable and consistent brand. Please utilize the following standards and guidelines to ensure the consistency of the appearance of yo company.
2
The Logo
Logo - evolution process
Urgurt
Urgurt
Ur GURT
1
2
3
Step I
rgurt 4
Urgurt 5
At the very beginning, the brand name was ‘Urgurt’, meaning ‘your yogurt’ to provide a sense of friendless. In order to illustrate another brand value, pure, either the symbol of yogurt drop or milk cow was used. The main composition of the logo was a capital U, which was the initial of the name ‘urgurt’. Element
The pattern of milk cow - 1 2 4 The horn of milk cow - 1 2 The yogurt drop - 345
Why not
4
Logo - evolution process tu gurt
gurt
our-gurt
Y
Step 2 The name was changed to ‘yogurt’ as the product-itself, making it easier for customers to understand what the company is producing. Element
The pater of milk cow The yogurt drop
Why not
The logo using ‘yogurt’ as a whole word was a little redundant, not simple and strong enough to catch attention.
GURT
5
Logo - evolution process Yo GURT
Yo
Step 3
Step 4
Divided ‘yogurt’ into two parts: ‘yo’ and ‘gurt’. Then emphasized ‘yo’ as greeting those who saw the logo to represent friendliness and liveliness.
Removed ‘gurt’ part and just left ‘yo’ or ‘y’ alone to make it simple.
Element
The Greeting ‘yo’ The yogurt drop The pattern of milk cow
Why not
Too many lines in a logo made it seem complicated and
GURT
Yo
GURT
Y GURT
Element
The Greeting ‘yo’ The yogurt drop The pattern of milk cow; The horn of milk cow
Why not
Though the word had been shorten, too much elements altogether still complexed the logo
6
Logo - evolution process
Y Step 5
o
Y
Yo
Used no more than two elements in every single logo.
Element
The pater of milk cow The yogurt drop
Why not
Despite that elements worked well with single letter ‘Y’ or ‘o’, their combination had a feeling of contradiction between each other
7
Logo - evolution process Step 6
Yo!
Kept ‘y’ and ‘o’ in the same format ; Used the splash instead of drop of yogurt to make the logo more dynamic; to make ‘yo’ stand out . Element
The greeting ‘yo’ The yogurt splash The pattern of milk cow
Why not
The pattern was too complicated to be set as the background of ‘yo’: the readability was reduced
8
Logo - evolution process Step 7
Yo!
Yo
Yo
Removed the pattern of milk cow Element
The greeting ‘yo’ The yogurt splash
Why not
The color of black was too heavy , which was inconsistent with the identity of yogurt
9
o Yo
Yo
o
o
o
Clear space (as a whole)
The minimum size for the logo is 1 inch (72 pixels wide), as shown above.
The logo requires a certain amount of clear space, when appeared as a whole.
Yo
Yo
Yo
Yo
o Yo
o
Yo
o
o
Yo
Minimum size
Clear space (cropped) The logo can be laid out partly. The extreme positions of top, bottom, left and right are shown above. Notice that there are at least a whole clear space in one direction.
10
2
Logo - colors PANTONE 196 U
PANTONE 1345 U
PANTONE 585 U
RGB 255,194,203
RGB 99,83,58
RGB 228,229,133
CMYK 0,34.9,11,0
CMYK 0,11,47,0
CMYK 12.43,1.52,60.54,0
PANTONE 489 U
PANTONE 3935 U
PANTONE 290 U
RGB 95,77,71
RGB 96,95,44
RGB 70,83,93
CMYK 0,15,11,0
CMYK 0,0,69,0
CMYK 27,6,0,0
PANTONE 7499 U
PANTONE Yellow 0131 U
PANTONE 2563 U
RGB 97,93,82
RGB 253,245,154
RGB 79,59,82
CMYK 0.66,4.94,30.88,0
CMYK 2.37,0,48.47,0
CMYK 30,43,0,0
11
Logo - variations Yo
Yo
Yo Yo
Yo
Yo
Yo
Yo
Yo
Yo
Yo
Yo
Yo
Yo
Yo
Yo
Yo
Yo
Yo
Yo
Yo
12
Logo - what not to do
Yo Yo
Yo
Never zoom in or out ‘Yo’.
Never condense or expand the logo out of original proportions.
Never reposition the elements in the logo.
Yo
Yo
Never rotate the ‘Yo’.
Never use the logo on top of an image that interferes the legibility.
Yo
Never paint two letters in
Never chop the ‘Yo’.
colors.
Yo Yo
Never use a color that interferes with the legibility of the logo.
Yo Yo
Never make a shadow of ‘Yo’.
13
Logo - animation
Yo 14
Typography
Typography Primary Typeface: Candara
Secondary Typeface: Hobo Std Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Use this for body text.
Use this for headline text.
16
Stationery
Stationery Business card
Ruofan Zhang
Yo
Providence, Rhode Island 02903 +1 401 338 9893 www.yo.com ruofan.zhang710@gmail.com
18
Stationery Envelope
Letterhead
Yo
www.yo.com
Yo
Providence, Rhode Island 02903 www.yo.com
19
Package
Yogurt cups
Plain Yogurt
Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Peach Yogurt
Strawberry Yogurt
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo
Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
KIwi Yogurt
Banana Yogurt
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
21
Yogurt cups
Coconut Yogurt
Yo
Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Apple Yogurt
Blueberry Yogurt
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Pineapple Yogurt
Orange Yogurt
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo
Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
22
Webpage
Webpage Yo
our story
products & flavors
news
contact us
Yo
share
24
Webpage Yo
our story
products & flavors
news
contact us
Our Story Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam gravida neque arcu, vel pellentesque dui consequat eu. Phasellus pellentesque, mauris a consectetur vehicula, erat nulla iaculis mi, id semper ante dolor id libero. Vestibulum laoreet mi eget tortor consequat ullamcorper. Nunc non elit ut velit vestibulum venenatis. Sed hendrerit ipsum sem, vel gravida libero posuere quis. In hac habitasse platea dictumst. Curabitur consectetur urna eget massa eleifend, nec posuere
Yo
ipsum venenatis. Cras cursus, metus et iaculis gravida, nunc diam laoreet nisi, et iaculis ipsum tellus sed dolor. Class aptent taciti sociosqu ad litora torquent per conubia nostra.
share
25
Webpage Yo
our story
products & flavors
Strawberry Yogurt
Strawberry Yogurt
Yo
Plain
contact us
news
Strawberry
Nutrient Info Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Yo
Yo Yo Yo Yo Yo Yo Yo Yo
Peach
Ingredients
Serving Size: 4 oz
Calories: 150 Fat Cal. 60
Total Fat 13g Sat.Fat 7g Trans Fat 0g Cholest. 40mg Sodium 140mg
Total Carb. Fiber Sugars Protein.
20% 35% 13% 6%
Banana
25g 8% 0g 23g 17g 34%
Kiwi
share
26
2