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Brand Manual 2010
Whitney Gainer
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Contents Introduction Brand Components
Vision Values Attributes Behavior
Brand ID System
Blueprint Sizing Dos & Don’ts
Typography Photography Applications
Consumer/Corporate site Blog Facebook Banner Advertisement Mobile Device Favicon
Color Typography Tagline Breakdown
Introduction Krispy Kreme is an international retailer of doughnuts and coffee. They provide a taste experience unlike any other with their variety of doughnuts, including the famous Original Glazed Doughnut, and various coffee blends and beverages. Ever since 1937 Krispy Kreme has been after the hearts of customers all over the world with their secret-yeastraised doughnut recipe and one-of-a-kind Original Glazed Doughnuts. In an effort to get Krispy Kreme back into the hearts of their valued customers and keep up with the dramatic changes affecting the company, I have redesigned and restructured Krispy Kreme. The new design of the Krispy Kreme brand is meant to provide a new distinction for the company in the food industry. My goal is to reestablish their position at the top of the doughnut food chain. The new design conveys a more classic feel and is meant to support a family and comfortable environment where people can relax and hang out over a box of doughnuts or a cup of coffee. While keeping to the traditional and highly recognized appearance of the brand, the new design brings a new classic look to the old Krispy Kreme typeface signifying a change for the better and reaffirming the classic known as Krispy Kreme. This manual is to help people who use the brand including employees, franchisees, licensees and people who are thinking of buying into the brand. As any manual, it will help establish guidelines for future use of the new brand identity in marketing and advertisement as well as a mind set of members of the brand. I would like partners and members of the Krispy Kreme brand to get to know the future of Krispy Kreme and its new brand identity. Sincerely,
Whitney M. Gainer Whitney Gainer Web Design & Interactive Media Student Art Institute of Tampa
Brand Components Vision To be the global leader in doughnuts and complementary products, while creating magic moments worldwide.
Values • • • • • • • • • • •
Consumers are our lifeblood, the center of the doughnut There is no substitute for quality in our service to consumers Impeccable presentation is critical wherever Krispy kreme is sold We must produce a collaborative team effort that is unexcelled We must cast the best possible image in all that we do We must never settle for “second best”; we deliver on our commitments We must coach our team to ever-better results We can offer the best glazed doughnut around We deliver a unique taste experience every time Krispy Kreme is simple yet a classic Our products should be as fresh as possible as often as possible
Attributes • • • • •
Trustworthy An original Highly Recognized Rare Treat A Classic
Behavior The behavior of Krispy Kreme has changed with the redesign process. Though the brand still upholds its traditional values it’s expanding its behaviors. The new Krispy Kreme focuses on family and the feeling of homeliness. We want people to feel like they can stay, get comfortable and hang out over their doughnuts and coffee instead of giving the sense that people need to grab their food and go. The grab-it-and-go customers will still be part of Krispy Kreme’s target market but the main focus will shift to people who want to eat out and enjoy their surroundings.
Brand ID System Blueprint: Color I wanted to create a classic look with still looking slightly modern. I have always thought that the green was more recognizable than the red so I expanded more on different shade of green. I found that I preferred a slightly bluer shade of the green.
HEX: #067477 CMYK: 88 37 50 13 RGB: 6 116 119
As for the white, I wanted to keep the middle of the circle white to represent a doughnut. I had originally a bigger amount of space for the center but felt that there was too much white space so I made the shape look more like the Krispy Kreme Original Glazed Doughnut that actually has a small hole in the center. HEX: #F7E6C1 CMYK: 3 8 26 0 RGB: 247 230 193
I wanted to have the name in the center and over top of the doughnut shape but I couldn’t seem to get the dimensions to fit well together. I found that by adding a white stroke around the name it not only distinguishes the dimensions well but also gives the name more pop and legibility. This method also allows the name to be whatever color I want and I just so happened to keep the colors limited to the teal green and white.
HEX: #FFFFFF CMYK: 0 0 0 0 RGB: 255 255 255
For print purposes, suc as this brand manual, I decided to incoporate one more color. The color I chose was a cream color that resembles that of the Original Glazed Doughnut. I thought it appropriate to include another aspect that represents the Original Glazed Doughnut. I also feel that it completes the classic look and adds a variety to the monochromatic color scheme.
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Brand ID System Blueprint: Typography As a way to incorporate the tagline “originally classic” further the font Walkway Ultrabold is utilized within the brandmark. This font should be utilized in all uses of the Krispy Kreme brandmark and shouldn’t be substituted by any other typeface.
Walkway Ultrabold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Kerning and color specifications listed in the diagram to the right as well as on pg. should never be deviated from when utilizing the full colormark. Following the guidelines and all specifications of the brandmark are vital for brand image and recognition and must be followed accordingl
14 pt kern 10 pt size
Second Custom Krispy Kreme Shape/Font Fill & 4pt Stroke HEX: #FFFFFF CMYK: 0 0 0 0 RGB: 255 255 255
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14 pt kern 10 pt size Custom Krispy Kreme Shape/Font HEX: #067477 CMYK: 88 37 50 13 RGB: 6 116 119
1pt Stroke HEX: #FFFFFF CMYK: 0 0 0 0 RGB: 255 255 255
Brand ID System Blueprint: Tagline Walkway Ultrabold was the typeface utilized for the tagline because of the original look it has with letter forms. It contrasts with the bold version in the logo yet keeps its similarities in its letterforms. Kerning and color specifications listed in the diagram to the right as well as on pg. should never be deviated from when utilizing the full colormark. Following the guidelines and all specifications of the brandmark are vital for brand image and recognition and must be followed accordingl
HEX: #F7E6C1 CMYK: 3 8 26 0 RGB: 247 230 193
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Walkway Ultrabold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() 26 pt kerning/standard
Brand ID System Blueprint: Breakdown This is a breakdown of full brandmark in its entirety. The diagram includes all typographical and color specifications of the brandmark and tagline.
Second Custom Krispy Kreme Shape/Font Fill & 4pt Stroke HEX: #FFFFFF CMYK: 0 0 0 0 RGB: 255 255 255
Walkway Ultrabold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
14 pt kern
F FE O E C
HEX: #F7E6C1 CMYK: 3 8 26 0 RGB: 247 230 193
HEX: #067477 CMYK: 88 37 50 13 RGB: 6 116 119
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26 pt kerning/standard 30 pt kern
14 pt kern
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HEX: #FFFFFF CMYK: 0 0 0 0 RGB: 255 255 255
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Walkway Ultrabold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Brand ID System D
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The circular shape of the brand mark should be maintained at all times both through the shapes and the text.
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The size of the brand mark will always change due to the application and use. The brand mark should be resized proportionally and with clarity. There should be legibility among all lines of text at all times. The “coffee” and “doughnuts” should be relatively evenly spaced where the tagline should hug the bottom edge of the logo and still keep a good amount of white space btween the text and the logo.
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Print 300 dpi 1.4375 in / 20.634 mm Web 72 dpi 61.375 px
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A minimum width should be 1.4375 in and 300 dpi for print, and 61.375 px and 72 dpi for the web. These are the minimum standards that retain readability/legibility of the text and can be used in black and white if necessary. The tagline may be excluded when minimum standards are applied.
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The minimum amount or white space is .1459 in all the way around the mark. The diagram to the right shows an example of how the white space could look. As a guide for the placement, size, and arch of objects in the brand mark the measurements are listed to the right along with a diagram.
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Print 300 dpi 1.4375 in / 20.634 mm Web 72 dpi 61.375 px
1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13) 14) 15) 16)
.0833 in or 5.875 px .14 in or 9.875 px .3259 in or 25.25 px .1347 in or 9.75 px .2271 in or 15.875 px .0346 in or 2.125 px .2386 in or 17.75 px .1527 in or 10.75 px .0423 in or 3 px 1.4375 in or 61.375 px .1887 in or 13.679 px .1283 in or 9.207 px .1331 in or 9.47 px .0167 in or 1.184 px 1.132 in or 81.548 px .3716 in or 26.7 px
Brand ID System Dos & Don’ts
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The brandmark must always follow the specifications listed for typography, color, and clearspace in any format. If any of these rules are broken so is the brand recognition. Examples of what should not be done to the brandmark are listed below and include, but are not limited to, distorting the brandmark in any way, reformatting the typography, adjusting the brandmark in any way, and tinting or shading the brandmark.
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The brandmark is also has several knockout versions. This may be done only if the background color provides enough contrast to maintain its presence in the piece. In the diagram to the right, there are four examples of good knockouts that work well for the logo. There are three other examples that show what a knockout shouldn’t look like and in all cases the contrast is poor.
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Typography Web-based
Print-based
The primary typefaces used in the brandmark itself should never be substituted for any reason. Any deviations will reduce brand recognition in the target market and audience.
For print applications the typefaces should still remain the same in the brandmark itself. In the case of a serif font being required then the chosen typeface would be Bookman Old Style.
There is no reason that a serif typeface would be required for the web. However, for body text a secondary sans-serif typeface would be Century Gothic. This should be avoided if at all possible. Logo Type & Tagline Walkway UltraBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Body/Content Text Walkway ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Secondary Body/Content Text Century Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Secondary Headline Text LibbyScript2 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Logo Type & Tagline Walkway UltraBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Secondary Body/Content Text (Serif) Bookman Old Style ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Secondary Headline Text LibbyScript2 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Photography Photography in any Krispy Kreme ads or media should reflect the new brand attributes and values that include. The photographs should include models that reflect relaxation no matter age or ethnicity. They should be having a comforting or comfortable experience. Something in between nostalgia and relaxation that has a homey feeling to it.
Original Rare Treat
The foods should look flawless, not only giving the impression of a rare treat but also known as a classic. Colors in the photographs should be rich but blend well together. A color palette that relates to the logo would be best but there can be additional colors if required to convey the appropriate message. There should be harmony among all color choices and nothing should clash or become lost.
Hangout for Family & Friends
A Place to Relax
Homely
Applications Consumer/Corporate Site F F E E CO
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The design of the website should be simple and easy to navigate and understand. Every customer should be able to find the information their looking for easily and with a better understanding of what Krispy Kreme has to offer.
T U G H N U
Home
Doughnuts
Beverages
The color choices should reflect that of the brandmark and may include an additional tint of the brandmark to add a better variety.
Friends
Fundraising
Store
Store Locator Enter zipcode
Find
The navigation bar should be LibbyScript typeface and as well as the headlines though these can also be Walkway UltraBold.
Warm up with our signature coffees!
Connect with Krispy Kreme Find us on Facebook
Follow Us On Twitter
Krispy Kreme Gift Cards
Friends of Krispy Kreme Click here to Join or Learn More About Friends of Krispy Kreme
About
Applications Blog/Twitter The micro blog site, or Twitter page, should feature the full brandmark at the top of the blog. The tagline is not included but can be if necessary. Bold type throughout the blog should be written in a color that relates to the logo, preferably the cream and green.
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Name krispy kreme Bio Welcome to the official Krispy Kreme Twitter page... the real deal, the source for news and info on Krispy Kreme doughnuts, coffee, and other yummy treats. 2,450 112 299 following followers listed Tweets
Favorites
Following
View all... RSS feed of krispy kreme’s tweets
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Applications Facebook The facebook page for Krispy Kreme should always utilize the brand mark for the logo and the favicon. The favicon represents what made Krispy Kreme it’s name and can be changed later on to better reflect the brandmark.
Applications Banner Advertisement The banner advertisement or email coupon should always grab the attention of the user though it may not exceed any requirements for brand recognition. This, however, does not include sizing as the banner ad will likely be big for readability/legibility and to grab the user’s attention. These promos can come in various shapes and sizes.
Free Large
Chiller (With Any Purchase) © 2010 KKDC. Coupon must be presented with order. Valid ar participating Krispy Kreme retail stores only. Not redeemable at grocery stores, convenience stores, or any other location that is not a Krispy Kreme store. Expires 4/1/10 except where prohibited by law. Copies not accepted. Limit one per visit. Not valid with any other offer. Cash value 1/20¢.
Applications Mobile Device The design of the homepage for mobile devices should still follow all specifications required to maintain brand recognition though adjustments may be made for small surfaces. There should always be a menu where all pages are viewable so that the user can access information on Krispy Kreme’s products as well as information pertinant to the company. Social site information should also always be maintained on the homepage no matter what size mobile device.
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Connect with Krispy Kreme
Š 2010 Whitney Gainer. Web Design & Interactive Media Student at the Ar Institute of Tampa