Identity & Brand Guidelines

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