yami yogurt guidelines by valerie teo

â&#x20AC;˘ yami yogurt brand guidelines â&#x20AC;˘

YAMI YOGURT brand guidelines

Table of Contents

INTRODUCTION BRAND ATTRIBUTES BRAND GUIDELINES IDENTITY TOOLKIT THE LOGO VERTICAL LOCK UP HORIZONTAL LOCK UP SECONDARY GRAPHICS STATIONERY TYPOGRAPHY COLOUR PALETTE PHOTOGRAPHY STYLE GRAPHIC APPLICATIONS TONE OF VOICE APPENDIX

YAMI YOGURT brand guidelines

INTRODUCTION

Yami Yogurt is a Singapore based frozen yogurt brand established in 1983, selling all natural frozen yogurt. This brand is the first to open chain stores selling frozen yogurt in Singapore. They are an established brand with retail stores located in different parts of Singapore. Even though Yami Yogurt has been around for 32 years, much longer than their competing frozen yogurt brands, they are a fun and active brand which welcomes everyone to have fun with them. Yami Yogurt is also intelligent in knowing about their product which are relevant to the youth's enjoyment. With the new Yami Yogurt brand identity, the message of being free to enjoy life, choosing whatever we like with the best combinations will be conveyed. The new brand identity also aims to convey a trustworthy, natural, welcoming and friendly brand to everyone.

YAMI YOGURT brand guidelines

BRAND ATTRIBUTES

brand attributes adaptive Yami Yogurt is able to keep up with the current trends, know whats going on with its competitors and generally what people like to eat. Which is why Yami Yogurt updates its wide selection of toppings and flavours with new ones every week. sincere Yami Yogurt is sincere in providing the best for everyone who enjoys frozen yogurt. Natural and healthy toppings are added to the variety of toppings for a healthier choice. receptive Being a brand that is constantly keeping in touch with its consumers, Yami Yogurt ties their brand to consumers through social media.

YAMI YOGURT brand guidelines

IDENTITY TOOLKIT

TOOLKIT

The identity components are a toolkit used to express the Yami Yogurt brand and personality. The Yami Yogurt toolkit is comprised of the Yami Yogurt logo, the Yami Yogurt wordmark and logo lock-ups, a family of typefaces, and an electric color palette. When used correctly, all of the components help create a strong brand voice. the following pages examine each element in depth.

YAMI YOGURT brand guidelines

IDENTITY TOOLKIT

LOGO

{y VERTICAL LOCK-UP

mi}

yogurt

HORIZONTAL LOCK-UP

{ y {m y{ yi }m i }{im { ym y}{ yi }mm i }i } yami yogurt

WORDMARK

yami yogurt

yogurt yogurtyogurt yogurt yogurt yamiyogurt yogurt PRIMARY COLOUR

PANTONE 334 C

SECONDARY COLOURS

PANTONE 566 C PANTONE 621 C PANTONE COOL GRAY 1C

TYPOGRAPHY

helvetica rounded

YAMI YOGURT brand guidelines

THE LOGO

LOGO

Having a wide variety for frozen yogurt as a dessert gives people the opportunity to have a combination of their favourite snacks all in one delightful cup. Curly brackets, called a brace is used in the logo. The 2 curly brackets facing each other represents Yami Yogurt's wide variety of flavours and toppings. A brace is commonly used in to create a list or present a list of choices within them. Yami Yogurt is welcoming, friendly, receptive and adaptable. The brackets also resembles a simplified yogurt swirl, which is a fun little visual to have.

YAMI YOGURT brand guidelines

THE LOGO

MINIMUM SIZE

CLEARSPACE

To achieve maximum impact, always feature the Yami Yogurt logo prominently and make sure its size is relative to its environment. it should never be reproduced at sizes smaller than 20mm wide in print, and 75 pixels wide in digital applications.

Always provide adequate clearspace around the Yami Yogurt logo to maintain its legibility and integrity. The amount of clearspace necessary is proportional to the size of the Yami Yogurt logo. The minimum amount of clearspace around all sides of the logo is equal to half (0.5x) the overall height of the Yami Yogurt logo (x).

PRINT 20mm

mi}

yogurt

{y DIGITAL 75px

mi}

yogurt

mi}

yogurt

YAMI YOGURT brand guidelines

THE LOGO

BRAND ELEMENTS There are several brand elements to Yami Yogurt's new identity. It can be quite confusing knowing when to use which element. Having different combinations help to distinguish the brand when applying the elements to applications. Here are some guidelines to help you choose and combine brand identity elements successfully.

{m yi } {m y{ yi }mm iyami }i }yogurt

yogurt

yogurt yogurt yogurt

LOGO

SYMBOL

mi}

yogurt

WORDMARK

LOGO

{ y {m y{ yi }mm i }i } NO

YES

yogurtSYMBOL yogurt yogurt

yami yogurt WORDMARK

YES

YAMI YOGURT brand guidelines

THE LOGO

POSITION To achieve maximum impact, always feature the Yami Yogurt logo prominently and make sure its size is relative to its environment. it should never be reproduced at sizes smaller than 20mm wide in print, and 75 pixels wide in digital applications.

mi}

yogurt

mi}

yogurt

mi}

yogurt

mi}

yogurt

mi}

yogurt

mi}

yogurt

YAMI YOGURT brand guidelines

THE LOGO

ONE COLOUR LOGO The Yami Yogurt logo should only be used in one colour. Best preferred in it's primary green colour when in use.

Logo on white background

Logo in black

Logo knockout of Yami Yogurt green

YAMI YOGURT brand guidelines

THE LOGO

VIOLATIONS The Logo must be reproduced only from approved artwork. Do not redraw or alter the Logo in any way. These illustrations represent incorrect modifications of the Logo.

1. Wordmark and symbol cannot be different colours 2. Logo cannot be a non primary or secondary colour 3. The yogurt graphic cannot be by itself 4. Do not rotate the logo 5. Do not use capital letters for the wordmark 6. Wordmark should not be enclosed in the brackets 7. Yogurt graphic should not be a non primary or secondary colour 8. Do not apply gradient to logo

YAMI YOGURT brand guidelines

VERTICAL LOCK-UP

VERTICAL LOCK-UP The vertical lock-up is a combination of symbol and wordmark. This lock-up gives the logo more readability and legibility. Encasing the yogurt swirl in the brace more obviously suggests the concept of containing a list inside the brackets.

{ y {m y{ yi }mm i }i yogurt yogurt yamiyogurt yogurt

YAMI YOGURT brand guidelines

VERTICAL LOCK-UP

MINIMUM SIZE

CLEARSPACE

PRINT 20mm

{ y {m y{ yi }mm i }i } yogurt yogurt yamiyogurt yogurt

DIGITAL 75px

{ y {m y{ yi }mm i }i } yogurt yogurt yamiyogurt yogurt

YAMI YOGURT brand guidelines

VERTICAL LOCK-UP

ONE COLOUR LOGO The Yami Yogurt logo should only be used in one colour. Best preferred in it's primary green colour when in use.

{ y {m y{ yi }mm i }i } yogurt yogurt yamiyogurt yogurt

Logo on white background

Logo in black

Logo knockout of Yami Yogurt’s green

YAMI YOGURT brand guidelines

VERTICAL LOCK-UP

{ y {m y{ yi }mm i }i } yogurt yogurt yamiyogurt yogurt

YAMI YOGURT brand guidelines

VERTICAL LOCK-UP

VIOLATIONS The Logo must be reproduced only from approved artwork. Do not redraw or alter the Logo in any way. These illustrations represent incorrect modifications of the Logo.

YAMI YOGURT

yami yogurt

YAMI YOGURT brand guidelines

HORIZONTAL LOCK-UP

HORIZONTAL LOCK-UP The vertical lock-up is a combination of symbol and wordmark. This lock-up gives the logo more readability and legibility. Encasing the yogurt swirl in the brace more obviously suggests the concept of containing a list inside the brackets.

{ y {m y{ yi }mm i }i } yami yogurt

yogurt yogurt yogurt

YAMI YOGURT brand guidelines

HORIZONTAL LOCK-UP

MINIMUM SIZE

CLEARSPACE

20mm 0.5x

{ y {m y{ yi }myami m i }i } yogurt 75px

{ y {m y{ yi }mm i }i } yami yogurt

yogurt yogurt yogurt

0.5x

yogurt yogurt yogurt

DIGITAL

0.5x

yami yogurt

x 0.5x

0.5x

YAMI YOGURT brand guidelines

HORIZONTAL LOCK-UP

ONE COLOUR LOGO The Yami Yogurt logo should only be used in one colour. Best preferred in it's primary green colour when in use.

{ y {m y{ yi }mm i }i } yami yogurt

yogurt yogurt yogurt Logo on white background

yami yogurt

Logo in black

yami yogur t

Logo knockout of Yami Yogurt’s green

YAMI YOGURT brand guidelines

HORIZONTAL LOCK-UP

yogurt yogurt yogurt

{ y {m y{ yi }mm i }i } yami yogurt

yogurt yogurt yogurt

yami { y {m y{ yi }m m i }i } yogurt

yogurt yogurt yogurt

yami { y {m y{ yi }m m i }i } yogurt

yogurt yogurt yogurt

yami { y {m y{ yi }m m i }i } yogurt

yogurt yogurt yogurt

yami { y {m y{ yi }m m i }i } yogurt

yogurt yogurt yogurt

YAMI YOGURT brand guidelines

HORIZONTAL LOCK-UP

VIOLATIONS The Logo must be reproduced only from approved artwork. Do not redraw or alter the Logo in any way. These illustrations represent incorrect modifications of the Logo.

1. Wordmark and symbol cannot be different colours 2. Logo cannot be a non primary or secondary colour

yami yogur t

3. The yogurt graphic cannot be by itself

yami yogurt

4. Do not rotate the logo 5. Do not use capital letters for the wordmark 6. Do not take away brackets 7. Wordmark should not be unaligned with each other 8. Do not apply gradient to logo

YAMI YOGURT

yami yogur t

YAMI YOGURT brand guidelines

SECONDARY GRAPHICS

SECONDARY GRAPHICS A shape resembling a continuous brace forming 7 layers of swirls. Made to represent the top view of the frozen yogurt and how the swirl is continuous until it reaches the tip.

mi}

yogurt

YAMI YOGURT brand guidelines

The sides are not equal to one another. The left side of the element is meant to be almost half the distance of the right side. This gives the shape perspective and movement.

SECONDARY GRAPHICS

Guide lines for the perspective to be viewable.

YAMI YOGURT brand guidelines

A small part will be visible, however the sharp tip of the element must always be visible to distinguish the Yami Yogurt element.

SECONDARY GRAPHICS

YAMI YOGURT brand guidelines

STATIONERY

LETTERHEAD

Size A4 210mm x 297mm

Typography Arial

Paper Grandeur Zen White 100gsm

*Not actual size

mi}

yogurt

mi}

yogurt

4 Tampines Central 5, Singapore 529510

17 May 2015 Mr Jordan Lee Blk 773 Pasir Ris St 71 #07-02 S(238173)

Dear Sir,

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Yours Sincerely, Jordan Lee

Head Office: 6891 9550 feedback@myyamiyogurt.com www.myyamiyogurt.com

letterhead without copy

Head Office: 6891 9550 feedback@myyamiyogurt.com www.myyamiyogurt.com

letterhead with copy

YAMI YOGURT brand guidelines

STATIONERY

mi}

yogurt

4 Tampines Central 5, Singapore 529510

17 May 2015 Mr Jordan Lee Blk 773 Pasir Ris St 71 #07-02 S(238173)

Dear Sir,

Yours Sincerely, Jordan Lee

Head Office: 6891 9550 feedback@myyamiyogurt.com www.myyamiyogurt.com

3 column grid system

YAMI YOGURT brand guidelines

STATIONERY

NAMECARD & STORE CARD

Size Standard 90mm x 55mm

Typography Arial Regular, Arial Bold, Arial Italic

Paper Grandeur Zen White 300gsm

*Not actual size

mi}

yogurt

Lee Poh Yi CEO phone: +65 8023 1293 pohyi@myyamiyogurt.com

Yami Yogurt 4 Tampines Central 5 Singapore 529510 www.myyamiyogurt.com

mi}

yogurt

Yami Yogurt

Outlet Contacts

Mon to Fri: 10am –10pm

AMK Hub 6483 8413

Junction 8 6255 2575

VivoCity 6276 5800

Causeway Point 6893 6685

Jurong Point 6483 8413

Westgate 6465 9635

Changi City Point 6636 1989

6535 9321

ION Orchard 6238 6682

Square 2 6397 6543

Sat to Sun: 9am – 10pm

yami.yogurt

@yamiyogurt

myyamiyogurt

mi}

yogurt

Ahmad Rifa’ie B Zainal Abidin Managing Director phone: +65 8276 3018 ahmad@myyamiyogurt.com

Yami Yogurt 4 Tampines Central 5 Singapore 529510 www.myyamiyogurt.com

YAMI YOGURT brand guidelines

STATIONERY

mi}

yogurt

Lee Poh Yi CEO phone: +65 8023 1293 pohyi@myyamiyogurt.com

Yami Yogurt 4 Tampines Central 5 Singapore 529510 www.myyamiyogurt.com

back of business card

mi}

yogurt

Yami Yogurt

Outlet Contacts

Mon to Fri: 10am –10pm

AMK Hub 6483 8413

Junction 8 6255 2575

VivoCity 6276 5800

Causeway Point 6893 6685

Jurong Point 6483 8413

Westgate 6465 9635

Changi City Point 6636 1989

6535 9321

ION Orchard 6238 6682

Square 2 6397 6543

Sat to Sun: 9am – 10pm

yami.yogurt

back of store card

mi}

@yamiyogurt

myyamiyogurt

YAMI YOGURT brand guidelines

STATIONERY

DL ENVELOPE

Size 220mm x 110mm

Typography Arial Regular, Arial Bold, Arial Italic

Paper Grandeur Zen White 100gsm

*Not actual size

mi}

yogurt

mi}

yogurt

If undelivered, please return to 4 Tampines Central 5 Singapore 529510

if undelivered, please return to 4 Tampines Central 5, Singapore 529510

envelope with window

envelope without window

YAMI YOGURT brand guidelines

TYPOGRAPHY

HEADER (PRINT TYPOGRAPHY)

SUB TEXT AND BODY TEXT (PRINT TYPOGRAPHY)

Beon, a unique and modern looking typeface is used for the headers of posters, menus and other print promotional material.

Our system incorporates Biko in all our brand communications. The Yami Yogurt identity system uses 2 weights of Biko. This provides visual hierarchy and emphasis on different kinds of text information.

BEON MEDIUM

BIKO REGULAR

abcdefghijklmnopq rstuvwxyz 1234567890! ?,. '

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ?,.'

BIKO BOLD

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! ?,.'

YAMI YOGURT brand guidelines

WEB TYPOGRAPHY Typography is vital and essential in portraying the mood and personality of a brand. Brand communications such as e-mail should be using Futura, a web safe font similar to that of Biko. Futura is a friendly and modern typeface much like how Yami Yogurt's personality is.

FUTURA MEDIUM

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! ?,.’ FUTURA BOOK

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! ?,.’

TYPOGRAPHY

YAMI YOGURT brand guidelines

TYPOGRAPHY

USAGE â&#x20AC;&#x201C; TYPOGRAHY HIERARCHY Typography is vital and essential in portraying the mood and personality of a brand. Brand communications such as e-mail should be using Futura, a web safe font similar to that of Biko. Futura is a friendly and modern typeface much like how Yami Yogurt's personality is.

BEON MEDIUM IS USED FOR HEADLINES AND CONVEYING MESSAGES TO CAPTURE ATTENTION. Biko Bold can be used for sub headlines and other information.

Biko Regular should be used for body text. This helps create visual typography hierarchy.

YAMI YOGURT brand guidelines

COLOUR

PRIMARY COLOUR

SECONDARY COLOURS

PANTONE 334C is a sophisticated emerald colour. It portrays Yami Yogurt as a sincere brand that knows what we are doingn as well as being adaptable and receptive.

These colours are pastel and easy on the eyes. They add a sophisticated touch which works well with the primary colour. However, these colours are not meant to overpower the primary colour. Thus, the secondary colours may be used for subtle elements to support the brand imagery.

PANTONE COATED 334 C PANTONE UNCOATED 334 U RGB 0 155 118 CMYK 100 0 60 3

PANTONE COATED 566 C PANTONE UNCOATED 573 U RGB 185 220 210 CMYK 17 0 12 0

PANTONE COATED 621 C PANTONE UNCOATED 621 U RGB 209 224 215 CMYK 12 1 12 2

PANTONE COATED COOL GRAY 1 C PANTONE UNCOATED COOL GRAY 1 U RGB 217 217 214 CMYK 4 2 4 8

YAMI YOGURT brand guidelines

COLOUR

ONE COLOUR RELATIONSHIP

HAVE YOU TRIED OUR NEW WEEKLY FLAVOUR ?

Head down to a Yami Yogurt outlet near you and try our refreshing new flavour that will leave you wanting more!

YAMI YOGURT brand guidelines

TWO COLOUR RELATIONSHIP

HAVE YOU TRIED OUR NEW WEEKLY FLAVOUR ? Head down to a Yami Yogurt outlet near you and try our refreshing new flavour that will leave you wanting more!

COLOUR

YAMI YOGURT brand guidelines

COLOUR

VIOLATIONS Colours must only be reproduced using the primary and secondary colours. Do not alter the colours in any way besides what is allowed in this manual. These illustrations represent incorrect modifications of using colours. 1. Do not use a black background HAVE YOU TRIED OUR NEW WEEKLY FLAVOUR ?

HAVE YOU TRIED OUR NEW WEEKLY FLAVOUR ?

Head down to a Yami Yogurt outlet near you and try our refreshing new flavour that will leave you wanting more!

2. Do not use a coloured background that is not part of the system's colour palette 3. Do not use a secondary colour for all text throughout 4. Do not use a gradient background 5. Do not use coloured text which is not part of the system's colour palette 6. Do not use colour blocks

HAVE YOU TRIED OUR NEW WEEKLY FLAVOUR ?

Head down to a Yami Yogurt outlet near you and try our refreshing new flavour that will leave you wanting more!

YAMI YOGURT brand guidelines

PHOTOGRAPHY STYLE

photography style

Photography is vital in Yami Yogurt's brand identity as it helps with brand recognition. The photography style also conveys the personality of Yami Yogurt and what this brand is all about, setting people in the mood in which Yami Yogurt's products aims to give.

YAMI YOGURT brand guidelines

PRODUCT PHOTOGRAPHY For product photography in advertisements and posters, the imagery should be fun and extraordinarily fantasy-like. This is to show how lively and fun Yami Yogurt is. as well as how fresh and natural their products are.

PHOTOGRAPHY STYLE

YAMI YOGURT brand guidelines

PEOPLE PHOTOGRAPHY To evoke a sense of warmth, friendliness and a free-spirited feeling, the imagery should contain people from one person to a group of friends being happy around each other. This shows how everyone can enjoy the taste of Yami Yogurt and speaks of its personality through the photography. An indoor setting with soft lighting is acceptable but an outdoor setting around nature and sunlight is preferred. A warm and slightly desaturated and faded effect should be applied to the photos to further accentuate Yami Yogurt's brand personality.

PHOTOGRAPHY STYLE

YAMI YOGURT brand guidelines

REPETITIVE BRACE This repetitive brace element creates dynamism within the simple look of the brackets. The inner brackets start out thick and gets thinner at the outermost brackets, giving the look a gradient-like image.

pantone coolAPPLICATIONS GRAPHIC gray 1C

YAMI YOGURT brand guidelines

ADVERTISEMENTS If only one repetitive bracket is used, it should only be used when the tip is pointing downwards. This should only be applied in posters and ads. A knockout of the repetitive bracket is used to create a transparency effect instead of using a solid colour. Only use photographs whenever using the knockout graphic.

GRAPHIC APPLICATIONS

YAMI YOGURT brand guidelines

GRAPHIC APPLICATIONS

VIOLATIONS The knockout element must be reproduced only from approved artwork. Do not redraw or alter the element in any way. These illustrations represent incorrect modifications of the knockout element. PHOTO

1. Knockout colour cannot be anything other than white 2. Do not use solid colour against the knockout element

PHOTO

3. The ratio of the photo to the knockout element must be 3 : 1 PHOTO

4. Do not rotate the knockout element 5. The tip should be pointing anywhere else other

PHOTO

than downwards 6. Do not emboss the knockout 7. Do not apply texture or gradient to the knockout

PHOTO

YAMI YOGURT brand guidelines

PATTERNS The pattern used below are made out of the repetitive brace. These patterns should be used on the more branding and corporate applications such as product packaging, uniforms and websites.

GRAPHIC APPLICATIONS

YAMI YOGURT brand guidelines

GRAPHIC APPLICATIONS

PATTERNS The pattern used below are made out of the repetitive brace. These patterns should be used on the more branding and corporate applications such as product packaging, uniforms and websites.

text only

YAMI YOGURT brand guidelines

TONE OF VOICE

FRIENDLY, WARM, WELCOMING

HELLO! COME ON IN AND HAVE SOME FROyo!

JOIN OUR YAMI FAMILY! WE WARMLY WELCOME YOU

HAVE A SEAT, ENJOY YOUR FROYO!

HAVE YOU TRIED OUR NEW WEEKLY FLAVOUR?

YAMI YOGURT brand guidelines

Touchpoint: Print Ad

APPENDIX

AD POSTERS

YAMI YOGURT brand guidelines

APPENDIX

AD POSTERS

Touchpoint: Print Ad

print ad in a magazine

bus stop ad

YAMI YOGURT brand guidelines

APPENDIX

WEBSITE

Touchpoint: Website {about}

Hello, we're Yami Yogurt!

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gallery blog contact us

Adaptable, Sincere, Receptive Lorem ipsum dolor sit amet, ut eam diam omnes utamur. Id vis legere postea civibus. Alia minim simul mel id, mucius quidam nominavi id ius. Prodesset deﬁniebas necessitat. Lorem ipsum dolor sit amet, ut eam diam omnes utamur. Id vis legere postea civibus. Alia minim simul mel at, te libris senserit sea.

Come have fun with us! Lorem ipsum dolor sit amet, ut eam diam omnes utamur. Id vis legere postea civibus. Alia minim simul mel id, mucius quidam nominavi id ius. Prodesset deﬁniebas necessitat. Lorem ipsum dolor sit amet, ut eam diam omnes utamur. Id vis legere postea civibus. Alia minim simul mel at, te libris senserit sea.

have you tried our

newest flavour of the week? { berries delight }

about page

Flavour of the week Lorem ipsum dolor sit amet, ut eam diam omnes utamur. Id vis legere postea civibus. Alia minim simul mel id, mucius quidam nominavi id ius.

sweet strawberry natural

dragonfruit charm

tangy lime

orange zest

tropical kiwi

exotic passionfruit

juicy peach

smooth matcha

raspberry blast

blackcurrant ripple

pineapple craze

home page

menu page

ouchpoint: Print Collateral YAMI YOGURT brand guidelines

APPENDIX

FROZEN YOGURT

SPECIALTIES

Regular

$2.50

Waffle Cone

$2.80

Cereal

Medium

$3.00

Dreamboat

$3.80

Fruits / Nuts $0.60

Large

$3.50

Take Home Pack

$3.50

Kids cup

$2.30

Smoothies

$2.30

(add 2 toppings)

(banana, caranut)

(st (strawberry, banana, mango, honeydew, grape)

TOPPINGS

Candy

$0.50

YAMI YOGURT brand guidelines

Touchpoint: Uniform

APPENDIX

UNIFORM

YAMI YOGURT brand guidelines

APPENDIX

MISCELLANOUS ITEMS

Touchpoint: Packaging

napkins

yogurt cups yogurt spoons

chpoint: Storefront YAMI YOGURT brand guidelines

APPENDIX

STOREFRONT

â&#x20AC;˘ yami yogurt brand guidelines â&#x20AC;˘