BRAND IDENTITY DESIGN MANUAL
TABLE OF CONTENTS
Introduction 5 Project Brief
6
Design Overview
7
Basic Elements 8 Color Palette
10
Typeface Usage
12
Logo 16
Stationery Design
21
Signage Design
30
INTRODUCTION
5
PROJECT BRIEF
Oui Donut Cafe (or Oui Donuts for short) is a Las Vegas-based business. The concept is both a donut shop as well as a cafe. The name of the company translates to “yes” from French to English. This can also be a play on words or synonymous with the relation to “we” to portray that we are also a community, rather than just a shop. Oui Donuts is lightly inspired by French bakeries, with fresh pastries handmade daily and natural ingredients. Not only do they offer donuts, but also a variety of French pastries along with a variety of coffee and drinks. Because of the importance of a modern, trendy, and welcoming environment for millennials, artists, students, etc., Oui Donuts is open for late hours in order to provide a space for our customers to stay for longer hours to use for intensive studying, etc. if needed. Oui Donuts is a small independently owned business that offers a cafe experience but with a specialty of custom and experimental donuts.
6
DESIGN OVERVIEW
Many donut shops in Las Vegas are not very modern or trendy, as they mostly are targeted towards families and children. Their logos are either very bright and colorful to cater to children or usually very simple, straight to the point, or even have no design aspect to them at all. Or, most donut shops here do not actually even have an actual logo established, but instead just plain logotype in a serif typeface, which is what is most commonly seen as their signage as well. When people think of a donut shop, they think of a small shop with just a counter, barely any tables, and making quick to-go orders. There is a need for a logo that will show that donut shops can otherwise be trendy and have a specific aesthetic that most people do not think of. We need to create a consistent and prominent identity, along with design elements to bring more interest and visuals to make Oui Donuts stand out from the rest.
7
BASIC ELEMENTS
Color Palette Typeface Usage Logo
8
9
COLOR PALETTE
The color choice for Oui Donut Cafe’s branding are a mint green, brown, dark gray, and white. There are 2 primary colors: mint green and brown. Mint green: portrays the sense of freshness--which is something we proudly advertise with our products. The mint green is also a color that attracts millennials, which is one of our target audiences. Brown: portrays the sense of naturalness, comfort, and security. We want our customers to feel at home in our space.
10
PRIMARY COLORS
HEX: #b7e2d3
HEX: #a87451
RGB: 183, 226, 211
RGB: 1168, 116, 81
CMYK: 27, 0, 20, 0
CMYK: 29, 55, 72, 10
SECONDARY COLORS
HEX: #3f3f3f
HEX: #ffffff
RGB: 63, 63, 63
RGB: 255, 255, 255
CMYK: 67, 60, 59, 47
CMYK: 0, 0, 0, 0
11
TYPEFACE USAGE
The two main typefaces used for the Oui Donut Cafe logo are Fabfelt Script Bold and Quicksand bold. Fabfelt Script Bold is used for the main title in the logo and also for large scale, decorative signage. Quicksand is the subtext but is also used for the company’s body text, headlines, and product labels. Both typefaces have a more rounded feature, which gives off a fun and friendly yet also sophisticated energy.
12
Aa
Aa
FABFELT SCRIPT BOLD
QUICKSAND BOLD
FABFELT SCRIPT BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*(),.? QUICKSAND BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*(),.?
13
SYMBOL
Beret
Sprinkles
Bitten donut
14
LOGO RATIO
2 1/2 x x
1/8 x 1/4 x
15
MASTER LOGO
16
LOGO VARIATIONS
17
CLEAR SPACE
1/10 x
1/10 x
18
x
MINIMUM SIZE
1 in.
1 3/4 in.
19
20
STATIONERY DESIGN
21
LETTERHEAD
1/2 in.
2 1/2 in.
3 1/4 in. 1/2 in. Carmelinne Sanga Lead Graphic Designer
1 1/4 in. 124 S 6th St. Las Vegas, NV 89101 info@ouidonuts.com 702-253-5487
11 in.
8 1/2 in.
22
ENVELOPE
1/4 in.
2 3/4 in.
1 in.
3/4 in.
124 S 6th St. Las Vegas, NV 89101 www.ouidonuts.com
9 1/2 in.
4 1/8 in.
23
BUSINESS CARD
1 3/4 in.
2 in.
1 1/4 in.
1 1/4 in.
Carmelinne Sanga Lead Graphic Designer 1 1/2 in.
3 1/2 in.
702-253-5487 @OuiDonutLV info@ouidonuts.com www.ouidonuts.com
1 1/5 in.
24
1 1/4 in.
CD & CD COVER
5 in.
2.5 in.
5 in.
25
FOLDER 18 in.
3 1/5 in.
12 in.
18 in.
back
front
12 in.
5 in.
26
HOT PAPER CUP
27
3D STATIONERY SET
28
PACKAGING DESIGN
29
SIGNAGE DESIGN
30
31
EXTERIOR ENTRANCE
4 1/4 ft.
1 3/4 ft.
3 1/2 ft.
6 ft.
32
EXTERIOR A-FRAME
1 3/4 ft.
6 ft.
3 1/2 ft.
33
EXTERIOR INFORMATIONAL
5 1/2 in.
11 1/8 in.
Mon-Fri
6:00 AM - 2:00 AM
Sat-Sun
7:00 AM - 1:00 AM 11 in.
34
5 in.
INTERIOR INFORMATIONAL
6 1/4 ft.
pastries
donuts
drinks
1/2 ft.
CLASSIC
1
CROISSANT
2
COFFEE
3.5
SPECIALTY
1.5
MACARON
2
LATTE
4.5
DOZEN
9
ECLAIR
2
TEA
2.5 ft.
2 ft.
3
6 ft.
35
INTERIOR INDICATIONAL
1 3/4 ft.
2 1/4 ft.
2 ft.
4 ft.
36
1 1/5 ft.
4 1/2 ft.
6 ft.
37
SIGNAGE SIMULATIONS
38
39
THANK YOU
For more information, please contact: Carmelinne Sanga www.carmelinne.com @nekoymoi Oui Donuts Cafe www.ouidonuts.com 124 S 6th St. Las Vegas, NV 89101 (702) 253-5487