Yami Yogurt: Brand Manual by Yi Qing

Yami Yogurt Brand Guidelines

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Yami Yogurt Brand Guidelines | 2

Table of Content

Introduction

Using These Guidelines

Toolkit

Brand Element Combinations

The Logo

Vertical Logo Lock-up

Typography

Colour Palatte

Photography

Graphic Applications

Sample Applications

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Introduction

Yami Yogurt is the brand that many people grew up with since 1983. The rebranding aims to highlight on the fact that Yami Yogurt is a pioneer brand that never dies and remains despite the appearance of many other competitors in the market.

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Introduction

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Brand Narrative

Brand Values

Yami Yogurt is the brand that many people grew up with. Rain or shine, it will always be that real friend that you can count on–picking you up any time, brightening up your day, and providing you with positive energy! Made only using real ingredients, it is commited to serve only the best soft swirl you will ever taste.

We are the sincere and trustworthy friend that you can rely on, and we want everyone to feel our wamth! While indulging in our froyo, you can also have a peace in mind, because we serves only the healthiest yogurts!

Brand Positioning

Brand Personality

Being a pioneer brand, Yami Yogurt is the frozen yogurt that is trusted by many. Just like a true friend, it is always by your side, taking good care of your well-being and at the same time, providing you with many health benefits.

Yami Yogurt connects with customers through a friendly and cheerful personality, portraying the idea of a true friend. It is not just someone who is fun and energetic, but rather, someone who brightens up your day and makes you feel the wholesomeness and at ease!

Tone of Voice Friendly – Vibrant colours would be used to show friendliness Sincere – With a little twist of using earthy, natural visuals to portray the idea of being at “comfort”, warmness, and sincerity. Wholesomeness – It is not just reaching out to teens using a young tone, but making them feel wholesome.

Introduction

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Brand Attributes

Energetic Yami Yogurt is the fun and energetic brand that brings positive energy to people.

Sincere

As a pioneer and experienced brand in the frozen yogurt industry, we are sincere and trustworthy.

Wholesome

We are the brand that makes people feel comfortable and at ease.

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Using These Guidelines

All examples shown acts as the basic form of guidelines and reference to help you create consistency across all Yami Yogurt communication. Through the brand guidelines, you will understand what are the things that you should avoid when it comes to our logo, layouts, graphical elements, etc. As they are just very basic guidelines, you are allowed to explore the different variations as long as it does not violates any of the rules set.

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The Toolkit

Logo Yami Yogurt Logo

Vertical Lockup

Monogram

Wordmark

Primary Colours Pantone 319 U

Secondary Colours Pantone 319 U 40% Pantone 134 U

Pantone Warm Grey 1 U Pantone 716 U White

Pantone 7621 U

Typography Pantone 3268 U 40% Whitney Book Whitney Bold

Dunkin Sans Regular

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Brand Element Combinations

Yami Yogurt’s iconic 2Ys element is what makes up our brand identity – connecting friendships. Thus, it is important to know when to apply the element into the various platforms appropriately. Here are some guidelines to help you choose and combine the brand identity elements effectively.

Y Y

Logo

Vertical Lockup

Monogram

Wordmark

YES

Logo

Vertical Lockup

YES

Monogram YES

Monogram

Y Wordmark

YES

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The Logo

Yami Yogurt is the brand that many people grew up with. Rain or shine, it will always be that real friend that you can count on. We want to be that friendly and cheerful brand that brightens up your day, while making you feel the wholesomeness and at ease. This derived us at our brand symbol, simply showing two letter Ys connecting together, which is the short form of Yami Yogurt. However, what’s even important is that it represents two humans holding hands and dancing together. This is what we strive to be – your friendly soft swirl yogurt that will always be with you.

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The Logo

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Minimum Size To ensure maximum visibility and impact of the logo, the width should never go smaller than 14mm in print and 18mm in digital applications.

Digital

14mm

68px

Clear Space It is important to provide sufficent space around the logo to ensure that it is readable without distractions.

.5x

The Logo

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Logo Positioning The Yami Yogurt logo is recommended to be positioned on the left of the layout.

Preferred: Logo positioned on the top left corner of the layout

Preferred: Logo positioned on the bottom left corner of the layout

Acceptable: Logo positioned anywhere along the left vertical grid of the layout

Acceptable: Logo positioned along the vertical grids (only even on grids system) on the top of the layout

The Logo

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Logo Positioning The Yami Yogurt logo is should never be positioned on the center or right corners of the layout.

However, should there be circumstances where a center-align of the logo is required, please use the vertical lockup logo (refer to page 12).

Never: Do not place logo on center top or bottom of the layout (only except for packaging cups)

The Logo

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Color Variations Two Color Logo Yami Yogurtâ&#x20AC;&#x2122;s vibrant turquoise and subtle beige colours are the most significant colours of the brand, thus our logo should be represented by both colours whenever possible to ensure that all communications can be kept consistent throughout.

Logo on white background

Logo on beige background

One Colour Logo One colour logo is only acceptable on situations where the printing only allows a one-colour job. In these situations, using the turquoise green is preferred as it is the main essence of our brand.

Logo in turquoise green

Logo knockout of turquoise green

A full solid black logo is only acceptable on situations when printing can only be in black and white. Logo in black

Logo in different percentage of turquoise green

The Logo

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Violations 1. Do not swap the colours of the monogram

2. Do not swap the colours of the text ‘ami’ and ‘ogurt’

3. Do not swap the colours of the logo

4. Do not bring the second Y in front of the first Y

5. Do not use beige for the first Y and the text ‘ami’

6. Do not use beige background for the one-colour logo

7. Do not use black background as a black & white logo

8. Do not use other colours out of the corporate colour palatte

9. Do not rotate logo

The Logo

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Violations 10. Do not crop logo

11. Do not replace monogram with text

YY 13. Do not seperate or modify the form of the two Ys

14. Do not distort the logo

12. Do not use other typefaces for the text ‘ami’ and ‘ogurt’

ami ogurt

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Vertical Logo Lockup

The vertical logo lockup is preferably used on situations whereby the orignal logo cannot be placed the center of the layout. Similar to the logo, the wordmark serves as a descriptor of the meaning behind the two Ys. The proportion and scale between the monogram and wordmark is center-aligned, thus it is only recommended for situations where the logo has to be placed in the center of the layout. The only exception would be on circular packaging cups, whereby using a centre-align for the original logo is allowed.

Vertical Logo Lockup

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Minimum Size To ensure maximum visibility and impact of the logo, the width should never go smaller than 14mm in print and 18mm in digital applications.

Digital

12mm

51px

Clear Space It is important to provide sufficent space around the logo to ensure that it is readable without distractions.

.5x

Vertical Logo Lockup

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Logo Positioning The vertical logo lockup is only applicable for situations when the logo has to be placed on the center of the layout.

Preferred: Logo positioned on the top center of the layout

Acceptable: Logo positioned anywhere along the center vertical grid of the layout

Preferred: Logo positioned on the bottom center of the layout

Vertical Logo Lockup

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Logo Positioning The vertical logo lockup is only applicable for situations when the logo has to be placed on the center of the layout.

Never: Do not place logo on any corners of the layout

Vertical Logo Lockup

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Logo on white background

Logo on beige background

Logo in turquoise green

Logo knockout of turquoise green

A full solid black logo is only acceptable on situations when printing can only be in black and white. Y

Logo in different percentages of turquoise green

Logo in black

Vertical Logo Lockup

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Violations 1. Do not swap the colours of the monogram

4. Do not bring the second Y in front of the first Y

7. Do not use black background for the full black logo

2. Do not swap the colours of the text ‘Yami’ and ‘Yogurt’

5. Do not use beige for the first Y and the text ‘Yami’

8. Do not use other colours out of the corporate colour palatte

3. Do not swap the colours of the logo

6. Do not use beige background for the one-colour logo

9. Do not rotate logo

Vertical Logo Lockup

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Violations 10. Do not crop logo

11. Do not replace monogram with text

13. Do not seperate or modify the form of the two Ys

YY Y

14. Do not distort the logo

12. Do not use other typefaces for the text‘Yami’ and ‘Yogurt’

Yami Yogurt

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Typography We have retained the use of a rounded font as it is one of the main identity of Yami Yogurt since it was first established. However, it would only be used as a header so as to provide a clearer visual hierarchy between headers and text.

Yami Yogurt identity system uses two different weights of Whitney typeface. The typeface is clean, readable, and most importantly, friendly – which supports our brand personality. We are not just friendly, be also sincere and trustworthy.

Dunkin Sans Regular

Whitney Book

ABCabc123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCabc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Whitney Bold

ABCabc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Typography

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Using Dunkin Sans & Whitney When using Dunkin Sans as a header, it is recommended to stay within 7 words as the readibility may get harder as more words are added. A tighter tracking should be applied to inject a personality. Whitney Bold is used as a sub-header or statement and should have the same point size as the body text. Whitney Book is used as a body text and should have sufficient leading spacing to ensure readability. Dunkin Sans Regular 32pt type 38.4pt leading -40 tracking

Whitney Bold min 10.5pt type Whitney Book min. 10.5pt type 13pt leading

Preferably lesser than 7 words only!

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A4 Size Layout

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Typography

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Violations â&#x20AC;&#x201C; Dunkin Sans 1. Do not use uppecase

DO NOT USE UPPERCASE

4. Do not flush right or center

Do not flush right or center 7. Do not curve type

2. Do not set loose type

D o n ot set loose t y pe

5. Do not add strokes to type

Do not add strokes to type

8. Do not use more than one point size in a layout

Do not use more than one

point size in a layout

3. Do not use open leading

Do not use open leading

6. Do not rotate type

not o D ate t o r e Y yp Y t

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Color Palatte Primary Colors

Secondary Colours

The Yami Yogurt color palatte are two colours used on a white background. The turquoise green is an update from the previous corporate color, making it more vibrant and refreshing. The subtle beige is used to communicate the idea of comfort. The palatte can be adopted on most advertising collatorals using a friendly yet trustworthy tone. Our overall look is a constant wide use of turquoise green against white background.

Our secondary color palatte consists of four additional colors mainly inspired from fruits colors. They should not be used in large quantities. They are mainly used as pattern colours to communicate the idea of healthy.

PANTONE Coated 7723 C PANTONE Uncoated 319 U CMYK 72 0 54 0 RGB 53 180 147

PANTONE Coated Warm Grey 1 C PANTONE Uncoated Warm Grey 1 U CMYK 11 16 25 0 RGB 231 215 195

CYMK 0 0 0 0 RGB 255 255 255

PANTONE Coated 7723 C 40% PANTONE Uncoated 319 C 40% CMYK 73 0 48 0 RGB 40 176 154

PANTONE Coated 1215 C PANTONE Uncoated 134 U CMYK 5 15 62 0 RGB 246 214 0 PANTONE Coated 7576 C PANTONE Uncoated 716 U CMYK 5 55 74 0 RGB 241 138 74

PANTONE Coated 7585 C PANTONE Uncoated 7621 U CMYK 19 74 69 7 RGB 194 88 71

Color Palatte

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Two-Color Relationships

One-Color Relationship

Text should always be set against a white background layout if possible. The header should always stand out from the body text in terms of colour or size. Body text should always be in the turquoise green.

One should always use a full flood of white or turquoise green as a layout background.

Rain or shine, we are always here! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec suscipit libero quam, ac faucibus purus facilisis pretium. Phasellus eu lectus tempor, accumsan nunc nec, vehicula quam. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec suscipit libero quam, ac faucibus purus facilisis pretium. Phasellus eu lectus tempor, accumsan nunc nec, vehicula quam. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec suscipit libero quam, ac faucibus purus facilisis pretium. Phasellus eu lectus tempor, accumsan nunc nec, vehicula quam. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec suscipit libero quam, ac faucibus purus facilisis pretium. Phasellus eu lectus tempor, accumsan nunc nec, vehicula quam.

Color Palatte

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Violations 1. Do not use beige as a background of the layout

2. Do not create rows/colums/shapes of colors

3. Do not use beige text with turquoise green background

Rain or shine, we are always here!

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec suscipit libero quam, ac faucibus purus facilisis pretium. Phasellus eu lectus tempor, accumsan nunc nec, vehicula quam. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec suscipit libero quam, ac faucibus purus facilisis pretium. Phasellus eu lectus tempor, accumsan nunc nec, vehicula quam. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec suscipit libero quam, ac faucibus purus facilisis pretium. Phasellus eu lectus tempor, accumsan nunc nec, vehicula quam. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec suscipit libero quam, ac faucibus purus facilisis pretium. Phasellus eu lectus tempor, accumsan nunc nec, vehicula quam.

4. Do not multiply colors

7. Do not use tints of colors on type

5. Do not use secondary colors as background

6. Do not use tints of colors on backgrounds

Rain or shine, we are always here!

8. Do not use gradients

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Photography It is important for the photography styles to be shot in a consistent manner in order to accurately express Yami Yogurt’s brand personality and character. The photography styles are closely linked to our brand attributes.

Following pages shows the three general styles of photography used to communicate our brand. The images should always be of the highest quality possible.

Wholesome & Comfort (Environmental Shot) Wood background is used against the products to give of a wholesomeness and comfort feel. The photographs should be shot at an angle of about 30° upwards whereby the swirls can be seen clearly with maximum details. It should make the viewer

feel comfortable and at ease, remembering that Yami Yogurt is the brand they can count on. Applications: Advertising, web, social media

Photography

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Clean & Trustworthy (Studio Shot) Using only the most natural and healthy ingredients products. It should be shot in the front view. possible, Yami Yogurt is a trusted brand among many. Thus, for applications requiring only the image of Applications: Web, menu, advertising the product alone, it should be shot against a white/ light grey background to give all the emphasis on the

Photography

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Fun & Energetic (Environmental Shot) On situations whereby the images require the presence of people, it should evokes friendliness and energy . The images are preferred to be environmental instead of studio shot.

Applications: Web, advertising

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Graphic Applications The Yami Yogurt Swirl is our main graphical element that represents us. It is simple in its structure yet evokes playfulness.

Yami Yogurt Swirl as a Solid PANTONE Coated 7723 C PANTONE Uncoated 319 U CMYK 72 0 54 0 RGB 53 180 147

A solid swirl element is used only on the top or bottom of the layout. Below are a few basic examples on how to use them.

Header here.

Photograph

White solid: When used, it must be accompanied with the swirl lines in order to accurately bring out the essence of the brand

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Photograph

Turquoise solid: When used, it must be accompanied with a white background

Footer information here.

Graphic Applications

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Violations The swirl is a very important element that represents us as a whole, thus it should be used consistently and below are some violations that should never be adhered.

Header here.

Never: Do not allow the top Yami Yogurt solid swirl to exceed 50% of the overall layout

Header here.

Never: Do not allow the top Yami Yogurt solid swirl to exceed 50% of the overall layout

Never: Do not use any other colors for the Yami Yogurt solid swirl

Never: Do not rotate the swirl vertically in both directions

Never: Do not rotate the swirl in any angles

Header here.

Never: Do not use any other background colors except for white

Graphic Applications

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Yami Yogurt Swirl as Lines The Yami Yogurt Swirl as Lines is an element that is more versatile as compared to the solid, as it allows more variations. Below are a few basic examples on how to use them.

Footer information here. To be placed on the bottom of the layout

To be used as a background or pattern

To be placed on the bottom right of the layout with a 30째 angle

To be placed on the bottom right of the layout with a 30째 angle in secondary colors

To be used as a background or pattern but with a 30째 angle (to evokes fun)

Graphic Applications

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Violations The swirl is a very important element that represents us as a whole, thus it should be used consistently and below are some violations that should never be adhered.

Footer information here. Never: Do not rotate the swirl vertically in both directions

Never: Do not rotate the swirl vertically in both directions

Never: Do not place the swirl vertically on the top of the layout

Never: Do not place the 30째 angle swirl on any corners except bottom right

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Sample Applications The following applications are examples of how you should apply the brand elements in order to bring out the brand essence accurately. These are just a few examples on how to apply the elements, however, it does not mean that they are the only designs you can do â&#x20AC;&#x201C; you are free to explore more variations, as long as it does not violate the rules set.

Stationaries ami

ami

Your friendly soft swirl yogurt

www.myyamiyogurt.com

Jane Chua Sales Manager 15 May 2015 Cindy Lam Xin Yi Blk 424 #02-342 Tampines Street 10 Singapore 740424

30 Raffles Place Chevron House #B1-K1 Singapore 048622 Office: +65 6891 9550 Fax: +65 6283 1284 enquiry@myyamiyogurt.com

enquiry@myyamiyogurt.com +65 9428 2832

Name Card (front)

Dear Ms/Mrs Lam, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec suscipit libero quam, ac faucibus purus facilisis pretium. Nulla facilisi. Nam sem velit, varius quis lobortis tincidunt, volutpat in sapien. Vestibulum sed pharetra risus. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nam lorem elit, facilisis eget diam ut, interdum facilisis justo. Phasellus eu lectus tempor, accumsan nunc nec, vehicula quam. Praesent ac quam semper, luctus mauris non, viverra turpis. Maecenas ac semper sem. Mauris eu risus non purus dignissim dignissim. Morbi condimentum vel nisl sed suscipit. Donec pretium, eros non efficitur feugiat, lorem sapien lobortis eros, eget porttitor felis neque eu sapien. Aenean maximus arcu erat, vel eleifend erat ultrices quis. Duis tincidunt ante et lacus aliquam mattis. Nam tempor bibendum elit, in pretium nisi egestas auctor. Ut at dictum magna. Curabitur faucibus sagittis velit. Sed fermentum neque metus, in fermentum ex sagittis ut. Quisque maximus vestibulum ex, vitae pulvinar quam ultricies rutrum. Suspendisse at leo ut velit pulvinar egestas sed in lorem. Nam at ornare sapien. Vestibulum sagittis quis nisl ac ultricies. Etiam lobortis purus a nunc rhoncus interdum. Nam auctor tortor at ex feugiat finibus. Duis tempor tincidunt semper. Nunc erat velit, facilisis eget nulla tempus, consectetur tristique eros. Curabitur placerat lorem sit amet velit aliquam luctus. Cras elementum quis nisl eget aliquam. Nam eu gravida ex, sit amet cursus leo. Fusce porta elementum nunc, molestie condimentum diam. Nam scelerisque gravida leo, nec rhoncus lectus porttitor in. Nullam commodo euismod eros in elementum. Mauris fermentum nibh et porttitor fringilla. Proin rhoncus suscipit faucibus. Curabitur quam risus, sagittis eget elit ornare, scelerisque tincidunt lectus. Yours Sincerely,

Rachel Tan CEO of Yami Yogurt

Name Card (back)

ami 30 Raffles Place Chevron House #B1-K1 Singapore 048622 | www.myyamiyogurt.com.sg

Osman Musa Blk 532 #03-42 Eunos Street 5 Singapore 740532

Letterhead

Envelope

Sample Applications

Website

Website â&#x20AC;&#x201C; Homepage

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Sample Applications

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Website

Website – Menu Page

Website – Flavours Page

Sample Applications

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Basic Menu

Frozen Yogurt

Waffe Cones

Smoothies

Small Medium Large Kids

$2.90 $3.90 $5.90 $3.20

Original Flavoured

Peach, Kiwi, Banana Strawberry

Take Home

$12.90

$3.90 $4.90

$5.90 $6.90

Dreamboats

Toppings

Chocolate, Banana Strawberry, Caramel

Regular, Premium, Super Premium, Fruits & Wet

Menu â&#x20AC;&#x201C; Horizontal Layout

Specials

Basic Menu

* Newly Launched Menu!

Small Medium Large Kids (+ 2 Toppings)

$2.90 $3.90 $5.90 $3.20

Waffe Cone Take Home Pack

$3.90 $12.90 Smoothies Peach, Kiwi, Banana Strawberry

$5.90 $6.90

Toppings Regular Premium Super Premium Fruits & Wet

$0.95 $1.50 $2 $1.50

Menu â&#x20AC;&#x201C; Vertocal Layout

Dreamboats Chocolate, Banana Strawberry, Caramel

$5.90 $6.90

Sample Applications

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Advertising

Newly Launched Tropical Flavour

Chilly Watermelon

Newly Launched Tropical Flavour

Sunny Yellow Banana!

Newly Launched Tropical Flavour:

Sweet Juicy Honeydew

Sample Applications

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Miscellaneous Promotionals

Packaging Cups/Cones/Take Home Pack

Spoon

Loyalty Card

Terms & Conditions: This redemption voucher must be used before expiry date. Non-exchangable for cash. Not valid with other promotions, discount, and loyalty/stamp card program. This voucher will not be accpeted if defaced, tampered, or torn.

www.myyamiyogurt.com

/yami.yogurt

Loyalty Card

Staff Apron

Vouchers

/myyamiyogurt

/yamiyogurt

Sample Applications

Store Front

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