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Brand Manual
Whitney Gainer
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Phase 1 The first steps of research were into how the company was formed, what their mission is, their strengths and weaknesses, opportunities and threats, and the basics the company has to offer. In the first phase of the brand redesign process for Krispy Kreme was research. The goal was to research the company’s current identity, their brand essence. The research began with the typical background of the company. Their mission, history, and their current status in the market along with information specifying their competitors and consumers were all analyzed. Then the brand itself was put into perspective. How the brand interacts with the minds of the consumers and what their message is to those consumers was collected, giving a better perspective of the core of the brand. Then the research got more superficial going into the details of the logo, tagline, typography, and color scheme of the current Krispy Kreme brandmark. The brandmark was analyzed, also, in comparison with it’s competitors, Dunkin’ Donuts and Starbucks. A brand brief was then compiled of all the research done over the course of phase 1.
Phase 2
This phase began with 50 rough sketches of possible brandmarks for the new image for Krispy Kreme. Taglines ideas were also formed and incorporated into the sketches. The tagline chosen was “originally classic.” This tagline was chosen because of how it recognizes Krispy Kreme’s originality in inventing the Original Glazed Doughnut as well as naming the American pastime a classic.
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In the second phase of the brand redesign process for Krispy Kreme was creating a new brandmark and vision with the information gathered from the previous phase. This is the phase where the brand begins the actual redesign process.
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From these sketches 10 were chosen for refinement and then digital renderings were made. There were even more digital renderings made to expand on new ideas. From these digital renderings 5 were chosen for further refinement.
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Indulge Remember the Classics Treat Yourself The Only Glazed Doughnut Simply A Classic Simply Classic Recipe for Life The Sweet Smell of Home Classic Comfort Food Simply Glazed The Original The Original Glazed Remember the New Originally Classic New Possibilities. Originally Classic. Classically Original
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Color studies were then performed for the brandmark. The studies began broad and then were refined more toward the green incorporated within the original brandmark. I chose to model the new design after the green because I felt that the brand was more recognized by the green than the red. The final color I ended up with was a bluer shade of green to signify the tagline in the colormark. I later added a shade of cream to help incorporate the tagline more into the brandmark as well as to signify the Original Glazed Doughnut that made Krispy Kreme famous.
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After the digital renderings were made then type studies were made for both the tagline as well as the words “doughnuts” and “coffee.” The typeface chosen was Walkway UltraBold for both the tagline and the brandmark.
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Phase 3
Walkway Ultrabold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
The third phase of the brand redesign was to go into further detail of our redesign process through a brand manual. First the brand manual was designed and as progress was made it was further refined. Content was gathered from previous phases including both research and process from the brandmark redesign.
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1pt Stroke HEX: #FFFFFF CMYK: 0 0 0 0 RGB: 255 255 255
HEX: #F7E6C1 CMYK: 3 8 26 0 RGB: 247 230 193
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
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The typography was covered for both web applications as well as print applications. Explanations were made for decisions on how to incorporate the brand vision into both types of typography.
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Custom Krispy Kreme Shape/Font HEX: #067477 CMYK: 88 37 50 13 RGB: 6 116 119
Next the new brandmark was broken down and specifications were made for its use. From the colors and their uses to the typography and spacing, all measurements were gathered and explanations made for future use of the brandmark. Relational sizing as well as what not to do with the brandmark were also specified in this section.
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The first section of the brand manual included the research and our redesign of it and included the brand values, attributes, behavior, and vision as well as an introduction and statement of why there was a redesign.
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Second Custom Krispy Kreme Shape/Font Fill & 4pt Stroke HEX: #FFFFFF CMYK: 0 0 0 0 RGB: 255 255 255
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Walkway Ultrabold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Phase 3: Continued Then photography examples were gathered to show how the new brand is to be advertised and what image is to be maintained.
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Lastly examples of different digital applications were made incorporating the newly developed brand identity. These applications included a web page, a blog/ Twitter page, a Facebook page, a banner advertisement, a web page designed for a mobile device, and a favicon.
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