8/ 2014
PRIMARY LOGO The Flufferies logo is an important visual asset that symbolises our brand’s characteristic and what makes we different from others. The primary part of the identity is the logo design, which contains 2 parts: A smooth-flowing , influenced by both formal scripts and mid-Twentieth Century hand lettering logotype. Gelato Script is a highly usable, powerful typeface, especially for everything from food branding.
LOGOTYPE
SYMBOL
A fluffy cupcake symbol which refers to something related to childrend and cuteness. It is carefully constructed and proportionally beautiful.
Coloration of the logo plays an potential role in recognition of the brand. The logo ‘s white color represents purity and innocence of adolescences as well as perfection. While pink is the color of nurturing and love, blue has a much more calming effect on human. The lock-up : eventhough it contains both symbol and logotype, the lock-up is not a must-used version. In some cases, to expand the flexibility and dynamic of the brand, the logotype and symbol can be used separately and interchangably.
WHERE THE IDEAS COME FROM ? Unlike other cafeteria, Flufferies is more like a playground for kids that full of fluffy animals roaming around them like cats, dogs and rabbits. The idea came up after 2 consequence questions What food children love that can be illustrated evoking sense of animal? and which is fluffy?
VARIATION
1.Logo with tagline In alternative version, the logo also includes our tagline’s brand “ GOOD FRIEND, GOOD FOOD, GOOD LIFE ”
2. Compact logo The cupcake can be seen as a compact logo which will be use due to space limitation.
3. White logo
Apart from the original and white version, there is not allowed to change the logo to black or any colors.
CLEAR SPACE
The logo should always be surrounded with a minimum clear space to maintain the logo ‘s legibility and impact. No text or graphic element could be place on that restricted area. The clear space have to be proportionally maintain as the logo is changed in size. The minimum clear space is the height of letter “f” in the logotype.
MINIMUM SIZE To ensure legibility and visual impact, the logo should never be smaller than the minimum size specified here. In print, the minimum size is 11 mm for compact logo,15 mm for the primary logo and 42 mm for the logo with tag line. In on - screen uses, the minimum size is 40 pixels for compact logo, 60 for the primary logo and 160 pixels for the logo with tagline.
11 mm
15 mm
42 mm
40 pixel
60 pixel
160 pixel
COLOR To ensure accurate color reproduce and a uniform look for the brand, please refer to this color guide.
CMYK C: 30
M: 2
RGB
R: 175 G: 217
HEX
AFD9D9
CMYK C: 0
M: 53
Y: 14
K: 0
B: 217
Y: 26
RGB
R: 244 G: 145 B: 152
HEX
F49198
K: 0
LOGO MISUSE To ensure the logo’s interity and effectiveness, don’t alter it in any circumstances. Always use the logo just the way it is created. Here are some common misuses of the logo.
DON’T change color
DON’T stretch the logo
DON’T change position
Flufferies DON’T change the typography
DON’T outline the logo
DON’T drop shadow
Since 2014
DON’T remove anything
DON’T add more description
DON’T put logo in a oval or other shapes
DON’T place on a background reducing legibility
DON’T rotate it
DON’T gradient logo