Brand Identity Guidebook 2022
Table of Contents 1 Introduction Project Brief Design Overview Basic Elements Color Palettes Typefaces Logo Logo Elements Black and White Logo Ratio Master Logo Variations Restrictions Minimum Clear Space Minimum Scale Stationery Design Letter Head Envelope Business Card CD Folder All Stationery Items 1 3 2 7 3 17
2 Signage Design Main Entrance Sign Menu Ice Cream Labels Restroom Sign Staff Only Sign Order Here Sign A Frame User Interface Tablet View Smart Phone View Merchandise T-Shirt Hoodie Mug Tote Bag Stickers Credits 4 6 7 5 39 27 55 47
Introduction 1
Project Brief Design Overview
Project Brief
Choco Cream is a newly founded ice cream shop making their debut in Las Vegas, Nevada in the Summer of 2023. This ice cream shop was created for anyone who loves chocolate ice cream. They offer a variety of different chocolate ice cream flavors, such as chocolate fudge brownie, chocolate strawberry, chocolate peanut butter, mint chocolate chip, and more. Choco Cream hopes to become friends with all chocolate ice cream lovers and make them happy by giving them a cold sweet treat to cool them down in the hot desert.
Choco Cream must have a coherent brand identity before they can open to the public. The shop needs a logo, stationary designs, wayfinding signage, and a website. The designs are then combined into a single book to easily view the design process of the brand identity.
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Design Overview
I chose the name, Choco Cream, for my ice cream shop to highlight the company’s main theme, chocolate in every ice cream. The words, Choco Cream, represents the love that the company feels for chocolate ice cream and that they would like others to experience the happiness that they do when they eat chocolate ice cream.
The icons used for the logo of the Choco Cream are a chocolate ice cream bear mascot and a vanilla ice cream bunny mascot. The chocolate ice cream bear with cream in its ears is called Choco and the vanilla ice cream bunny with chocolate in its ears is named Cream. These mascots were created to represent the company’s goal of having a bit of chocolate in every ice cream. These mascots also help the company attract their target audience, kids and young adults. The color scheme for this company consists of chocolate, milk chocolate, vanilla cream, and dark chocolate. These colors represent the company’s main ingredients, chocolate and cream, as well as their love for chocolate ice cream.
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Basic Elements 2 Color Palettes Typefaces Logo Logo Elements Black and White Logo Ratio Master Logo Variations Restrictions Minimum Clear Space Minimum Scale
Color Palettes
Chocolate is used for the mascots, ice cream icons, and merchandise. Chocolate indicates the company’s main ingredient and their love for chocolate.
Milk Chocolate is used for the logotype, buttons, and merchandise. Milk Chocolate is used to symbolize the company’s goal of mixing chocolate and ice cream together.
Vanilla Cream is used for the mascots, ice cream icons, all headers, body text, stationery, signs, backgrounds, and merchandise. Vanilla Cream indicates the company’s love for ice cream.
Dark Chocolate is used for ice cream icons, all headers, body text, stationery, signs, backgrounds, and merchandise. Dark Chocolate represents all chocolate lovers.
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Chocolate C 31 M 42 Y 47 K 2 HEX b29181 R 178 G 145 B 129 Vanilla Cream C 8 M 11 Y 19 K 0 HEX e9dccb R 233 G 220 B 203
Milk Chocolate C 22 M 28 Y 35 K 0 HEX c9b2a1 R 201 G 178 B 161 Dark Chocolate C 51 M 72 Y 73 K 68 HEX 3e241d R 62 G 36 B 29
Typefaces 10 Antique Olive Compact Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz !@#$%^&*() 1234567890 Brandon Grotesque Regular ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*() 1234567890 Antique Olive Compact was redesigned to be used as Choco Cream’s logotype. The typeface was modified by rounding the corners to be seen as friendly and welcoming. Brandon Grotesque was chosen for its easy to read rounded text that compliments the logotype. Brandon Grotesque Regular is used as body text. Brandon Grotesque Medium is used as sub headers. Brandon Grotesque Bold is used for main headers. Brandon Grotesque Medium ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*() 1234567890 Brandon Grotesque Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*() 1234567890
Logo Elements
This is our mascot Choco, a chocolate ice cream scoop bear with cream in its ears. Choco represents all chocolate lovers that want an abundance of chocolate in their ice cream. This is our second mascot Cream, a vanilla ice cream scoop bunny with chocolate in its ears. Cream represents ice cream lovers who want a bit of chocolate in their ice cream.
Our logo name is rounded just like our ice cream scoops and in our milk chocolate color to show that every flavor has a bit of chocolate inside.
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Black And White Logo Ratio 12 X X 2 4/10X 1 9/10X 5 1/10X 1 9/10X 1 9/10X 4 9/10X 3/10X 6/10X 1/2X
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Master Logo
Variations
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Restrictions 15 Do Not Switch Mascots’ Positions Do Not Flip Logo Horizontally Do Not Flip Logo Vertically Do Not Distort Logo
Scale 16 X
0.9” 0.9”
Minimum Clear Space and Minimum
1/4X 1/4X
Stationery Design 3 Letter Head Envelope Business Card CD Folder All Stationery Items
11” 8.5” Letter Head 1.9” 0.5” 3.1” 1.8” 19 1.2” 0.4” 0.4” 0.4” 0.3” 0.4” 3.3” 3.3”
Envelope 4.125” 4.125” 9.5” 9.5” 1.7” 0.9” 3.1” 1.8” 20 0.3” 0.5” 7.3” 1.5” 2.625” 1.6” 2.525” 0.2” 1.5” 0.4” 0.1” 0.25” 0.3” 3.2” 3.2”
Business Card 3.5” 3.5” 2” 2” 1.4” 1.4” 0.7” 1” 21 0.3” 1.1” 0.3” 1” 0.7” 1.4” 0.3” 0.3” 0.25” 0.3” 0.3” 0.5” 0.6”
CD 4.7” 4.7” 4.7” 4.7” 1.1” 1.1” 3.1” 1.8” 22 0.7” 0.3” 0.2” 1.8” 1.8” 0.8” 0.8” 9/16” 2.35” 0.7” 2.35” 0.8” 0.8”
Folder 9” 12” 23 3.65” 0.7” 0.5” 1.9” 1.9” 0.3” 0.5” 3.65” 1.7” 1.7” 5.2” 3” 2.7” 9.3”
18” 12” 24 9” 2” 1.4” 4” 3.2” 12.1” 1.7” 1.7” 0.7” 0.3” 6.6” 0.7” 2.7” 0.9” 7.1” 7.1” 0.9”
All Stationery Items
Signage Design 4 Main Entrance Sign Menu Ice Cream Labels Restroom Sign Staff Only Sign Order Here Sign A Frame
Main Entrance Sign 92” 60” 24” 24” 32” 29
Menu 30’’ 50’’ 66” 72” 31 6”
Ice Cream Labels 2’’ 2’’ 2’’ 2’’ 2’’ 2’’ 48” 36” 12” 42” 4” 33 6” 60”
Restroom, Staff Only, Order Here Signs 18” 18” 12” 10” 35 12” 12” 60” 70” 18” 18” 48” 48” 15” 78” 20” 85” 30” 30” 9” 10”
A Frame 45’’ 25’’ 45’’ 25’’ 60” 37 15”
5 Tablet View Smart Phone View
User Interface
Tablet View
Business Updates
Customers will see multiple announcements in this slide show.
Popular Flavors
This section introduces customers to our most popular ice cream flavors and entices them to view the full menu.
Rewards Program
Customers will learn about the benefits of becoming a Choco Cream member.
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Instagram Promotion This section promotes our product to our customers using instagram. Newsletter Patrons can sign up for the latest deals. Navigation Quick access to our website. 42
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Popular
Smart Phone View
Business Updates
Flavors Rewards Program
Instagram Promotion Newsletter
Navigation
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Merchandise 6 T-Shirt Hoodie Mug Tote Bag Stickers
T-Shirt
Hoodie
Mug
Tote Bag
Stickers
Credits 7
Signage
https://unblast.com/free-logo-sign-mockup-psd/ https://unsplash.com/photos/t-WxNy6CMyU https://unsplash.com/photos/0byB36fjECg https://www.pexels.com/photo/coffee-shop-1833586/ https://unsplash.com/photos/vTeRJtGYB-o https://www.pexels.com/photo/gelato-on-stainless-trays-inside-a-display-freezer-5061197 https://unblast.com/free-a-shape-sign-board-mockup-psd/
UI Design
https://unsplash.com/photos/Q6uTgpjlE7A https://www.pexels.com/photo/a-family-eating-ice-cream-8576029/ https://unsplash.com/photos/NEab1U1FfKM https://unsplash.com/photos/5KKldJx02xo https://unsplash.com/photos/H75RvPCvkik https://www.anthonyboyd.graphics/mockups/top-view-ipad-pro-2018-mockup-set/ https://www.anthonyboyd.graphics/mockups/iphone-12-pro-mockup/
Merchandise
https://www.anthonyboyd.graphics/mockups/t-shirt-with-tag-mockup/ https://free-psd-templates.com/download/?url=https://s01.free-psd-templates.com/pYNk58A16w/Free_Mens_Hoodie_T_Shirt_Mockup.zip
https://free-psd-templates.com/download/?url=https://s01.free-psd-templates. com/2022/07/45c48cce2e2d7fbdea1afc51c7c6ad26/free-psd-templates-com-419995free-mug-mockup-psd-template.zip
https://free-psd-templates.com/free-tote-bag-mockups-in-psd/ https://www.anthonyboyd.graphics/mockups/sticker-mockup/
Cream,
© Choco
2022 Designed by Christina Ng
