2017
brand guide 1
OUR MISSION AT THE DOUGHNUT PROJECT, OUR MISSION IS TO ALLOW A SAFE SPACE FOR CREATIVITY, EXPRESSION, AND FUN. What began as mad science meets culinary venture is now known as The Doughnut Project. In a world that is stuffed to the gills with sweet shops and fad foods we wanted to go beyond sprinkles and cream cheese frosting. We like to amp things up with fresh, seasonal ingredients and a menu that beckons you to ask, “And all that’s on a doughnut?!” To which we reply, yes, it certainly IS all on a doughnut. All work and no play make for bad doughnuts. We may take our doughnuts seriously, but we believe in fun first. Whether it’s playing with food icons from childhood or translating cocktail inspired flavors to savory and sweet treats: we want your experience of our shop to be as exciting as it is for us.
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IN THIS BR A ND MANUAL INTRODUCTION 04 Brand Essence 04 Brand Voice LOGO 07 Primary Logotype 08 Alternative Lockup 09 Clear Zone 10 Color Variations 11-12 B&W Versions 13-14 Incorrect Usage TYPOGRAPHY 17 Primary Typefaces 18 Secondary Typefaces
COLOR PALETTE 20 Branding Color Scheme GRAPHIC ELEMENTS 22 Patterns STATIONARY 25 Letterhead 26 Envelope 27 Business Cards 28 Final Stationary Package DIGITAL MEDIA 31-32 Website 33-34 Social Media
COLLATERAL 37 Food Truck 38 The Shop: Signage 39 Hanging Menu 40 Takeout Menu 41-42 Dine In 43-44 Carry Out 45 Shop Uniform 46 Food Truck Uniform ADVERTISING 49 Posters 50 Bus Stop Ad 51-52 Magazine Ads
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INTRODUCTION
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BRAND ESSENCE
BRAND VOICE
The essence of The Doughnut Project is embodied in an upbeat, artistic vibe. Our crazy, gourmet treats are perfect for breakfast, dessert, and everything in between. We pride ourselves in using fresh, seasonal ingredients to ensure our customers are receiving the very best. We love experimenting with insane flavors and creating something unique. We want our customers to have an experience with our brand, not just the product.
Approachable The Doughnut Project is for anyone and everyone. Our brand should always be welcoming and approachable for children, adults, and everyone in between.
Yes, all that on a doughnut.
Enthusiastic As depicted through the contrast of bright and dark colors in the logo, The Doughnut Project crew should always be enthusiastic about our product to customers.
Creative Our doughnuts are an expression of our creativity, and our brand clear displays our hope to innovate and express.
Unique The Doughnut Shop is a one of a kind experience. There’s nothing like us!
| Introduction
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LOGO
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PRIMARY LOGOTYPE Our logo embodies who we are. Each letterform within the logo is crafted from circles (the shape of doughnuts) and other basic shapes to let viewers know that we believe in our doughnuts. We believe in taking the basics to create a new, interesting products, which is clearly displayed in our logo. If possible, always use the primary logotype. Please use our logo with care and respect in every application.
| Logo
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ALTERNATIVE LOCKUP The Doughnut Project also has a single line mark. This mark is intended for situations where the legibility at a small size becomes an issue, or when a single line is more appropriate. In some cases, it is also acceptable to use a single doughnut/ “O� shape as a secondary logo.
| Logo
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CLEAR ZONE Everyone needs personal space, and our logo is no exception. To ensure the prominence and legibility of our brand, always surround the mark with a field of clear space. In a brand focused on providing excellent doughnuts, it is only fitting to use the doughnut (or “O� shape) as a basis of measurement for the clear space distance around the logo when used.
| Logo
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COLOR VARIATIONS When all three colors of the primary logotype aren’t available, it is acceptable to use any one color. These variations are acceptable.
| Logo
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B&W VERSIONS When using The Doughnut Project logo on light backgrounds, use the following approved logos.
01
While the stacked version (01) is preferred, the one line version (02) is acceptable if needed.
02
| Logo
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When using The Doughnut Project logo on dark backgrounds, use the following approved logos.
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While the stacked version (03) is preferred, the one line version (04) is acceptable if needed.
04
| Logo
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INCORRECT USAGE The Doughnut Project logo should not be adjusted or edited in any way. Here are some examples of what NOT to do:
01
Do not condense, expand, or distort the logo unproportionately.
Do not place the logo on an image with poor contrast and readability.
02 03 04
01
02
03
04
Do not add elements to the logo. Do not place the logo on a color that does not provide readable contrast, especially if the color is not provided within the brand guidelines.
| Logo
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05 06
07 08
05
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Do not change the typography of the logo. Do not use the logo as a pattern or without the proper clear zone. Do not use unapproved colors in the logo. Do not use outlined letterforms.
| Logo
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TYPOGRAPHY
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PRIMARY TYPEFACES Consistent typography allows the brand to be strong and cohesive across all applications. Archivo Narrow and Source Sans Pro were selected to compliment the voice and tone of The Doughnut Project brand. Both typefaces offer a range of styles within the font family. Archivo Narrow is the primary typeface for headers and subheads. Source Sans Pro is the supporting font, used in body copy, captions, or alternate subhead styles.
ARCHIVO NARROW
Dd
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789
SOURCE SANS PRO
Dd
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789
| Typography
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SECONDARY TYPEFACES Provided are additional typefaces that stylistically pair well with the brand’s foundational fonts on the previous page. Julius Sans One and Museo Slab should only be used when another level of typography is needed.
JULIUS SANS ONE
Dd MUSEO SLAB
Dd
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz :;”)?!@#&*%$\ 0123456789
| Typography
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COLOR PALETTE
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BRANDING COLOR SCHEME PRIMARY BRANDING COLORS Consistent use of color across all applications helps to keep a strong and cohesive brand. The primary branding colors are in the primary logotype, and should be used on all business collateral and applications. The secondary branding colors should be used to add contrast and accents, when necessary. White, black, and various shades of gray are also allowed in addition to the primary and secondary branding colors.
CMYK: 01, 16, 83, 00 RGB: 255, 210, 71 HEX: fdd247 CMYK: 76, 10, 36, 00 RGB: 23, 170, 172 HEX: 16a9ab
SECONDARY BRANDING COLORS CMYK: 71, 64, 67, 71 RGB: 36, 37, 34 HEX: 232421 CMYK: 00, 42, 93, 00 RGB: 250, 162, 44 HEX: f9a22c
| Color Palette
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GRAPHIC ELEMENTS
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PATTERNS There are a variety of graphic patterns that can be used on different collateral throughout the brand. The patterns should be used alone, with no type or imagery placed on top.
| Graphic Elements
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STATIONARY
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LETTERHEAD 8.5” The standard layout and orientation for all business letterheads is designed for the standard U.S. letter paper size of 8.5” x 11” set in portrait orientation. When the page is folded into thirds, the top third should display the logo, business information, recipient information, and salutation.
10 Morton Street New York, NY 10014
Phone: (212)691-5000 Web: www.thedoughnutproject.com
JOHNNY APPLESEED 1234 Main St. New York, NY 10014
Dear Mr. Appleseed, Rovid ut rem se od moluptate restis et, inci cores que qui doluptatem que laudae eum quia vent vellor adi blam re vendaerovit enisquide eossit aliquas pidellatia et ea paria net aciae. Pa estius dit, omnis vendunt ad eius ma nis et rae nestio. Ut et qui aut quia vit adit ad ex et, ipsam, suntion eseque dolesed quaspis dis quas eos ullabo. Itat. Peria ipidessus qui vitatem none late cuptintis es maio omnistiorem ipiditaquam sam quis et et dus. Nus eum rem hariore hentem atempos andignim ut et es solo volluptae persper oviderioria coreseq uiaspel itaessequas il essequi ommod qui num qui doluptius. Soluptas sit, cone excea periat et labo. Abo. Nam, tendi rem. Et inullabo. Et alic totaquam accus et mos ma sunt. Am, conet dolorio enditio. Evellant, voluptat quis ut officilibus. Sedis pario. Sedit et aliquibus nihilic tet eiur modicia voluptaqui bla cone eatium cusandion esto totaturest parchicid explibe repeliquia sunt. Harum quo ipid quis natquam, omnia nonsequis dipidis andae la autendi pidebitis magnisit ut laboreiumque net.
11”
Sitium, impori optatia pedit earchilisi quibus, con non rem undantionse lautecus cusa suntium quid ut ra delendusam sit, sum quiam audis quassim olorem quatem re, num, omnis nam in ent hicium faccus. Aximi, qui tet etur aut volut ma ditiore venet fuga. Itatibus sin excest prerae nus.
Sincerely,
TROY NEAL Chief Executive Officer, Chef & Co-Founder
| Stationary
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ENVELOPE 9.5” All business letters should be sent with a company envelope. The envelope is designed for the U.S. standard business #10 envelope size of 9.5” x 4.125”. 10 Morton Street New York, NY 10014
4.125”
| Stationary
JOHNNY APPLESEED 1234 Main St. New York, NY 10014
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BUSINESS CARD 3.5” The standard layout and orientation for all employee business cards are designed to be the standard U.S. size of 3.5” x 2” set in horizontal orientation.
2”
TROY NEAL
Chief Executive Officer, Chef & Co-Founder tneal@thedoughnutproject.com 10 Morton Street New York, NY 10014
Phone: (212)691-5000 Web: www.thedoughnutproject.com
Front
Back | Stationary
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FINAL STATIONARY PACKAGE
| Stationary
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DIGITAL MEDIA
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WEBSITE The new layout for web design incorporates the new branding. Design is responsive and will adapt to various screen sizes (i.e. mobile phones, desktop computers, and tablets). View prototype at: https://xd.adobe.com/view/de92adf5fc71-47f3-80be-fa1799933123
| Digital Media
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| Digital Media
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SOCIAL MEDIA In order to connect and communicate with our consumer, The Doughnut Project is very active on social media. Instagram posts should switch between photos of the product and images of various patterns, using the gray background and branding colors.
Company
19:33
thedoughnutproject 3431 posts
6530
followers
217
following
Edit profile
The Doughnut Project Yes, all that certainly IS on a doughnut. TheDoughnutProject.com
Sample Instagram Page
| Digital Media
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Sample Facebook Page
| Digital Media
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COLLATERAL
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FOOD TRUCK In order to expand our brand, a food truck will travel to select locations in NY. This expansion allows our market to grow without sacrificing The Doughnut Project to becoming a chain. The Doughnut Project remains a New York staple while still having the chance to grow.
| Collateral
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THE SHOP: SIGNAGE
Above: Window Signage Left: Storefront Signage | Collateral
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FOOD TRUCK MENU
Paper Menu for Food Truck & Carry Out
| Collateral
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SHOP MENU
Large Menu for Shop
| Collateral
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DINE IN
Mug for Dine In
| Collateral
Orange Plate for Dine In
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Teal Plate for Dine In
| Collateral
Yellow Plate for Dine In
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CARRY OUT
Box for up to 6 Doughnuts
| Collateral
Paper Bag for 1 Doughnut
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Large Bag for Carry Out
| Collateral
To-Go Coffee Cup
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SHOP UNIFORM To ensure our bakers in the shop stay clean, all workers in The Doughnut Project shop are required to wear an official apron. This uniform helps customers to easily identify who to contact within our shop.
| Collateral
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FOOD TRUCK UNIFORM In order for our the workers of The Doughnut Project food truck to remain comfortable and professional, the uniform consists of a polo shirt and baseball cap. It is to be paired with dark wash jeans.
| Collateral
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ADVERTISING
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POSTER The large 18” x 24” poster design is to be placed at various places around the city. The poster features the branding while also displaying the mission statement, so consumers can get an idea of what we’re all about.
| Advertising
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BUS STOP AD This 5� bus stop ad is meant to draw in consumers with curiosity. It is to be placed at a variety of bus stops throughout New York City.
| Advertising
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MAGAZINE ADS The magazine advertisements focus primarily on the branding in order to spark interest and curiosity in the consumer. Magazine ads are to be placed in local New York magazines to entice locals in the neighborhood. Both sample ads are sized at 8.5” x 11” or standard U.S. letter size.
GRAB A BITE AT
GOOD THINGS COME IN SWEET. AND SAVORY. AND EVERYTHING IN BETWEEN.
(212)691-5000 thedoughnutproject.com 10 Morton Street New York, NY 10014
(212)691-5000 thedoughnutproject.com 10 Morton Street New York, NY 10014
Sample Magazine Ads
| Advertising
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Sample Magazine Ads in Action
| Advertising
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