VISUAL STANDARDS MANUAL
OUR HISTORY
In 1890, a group of thirty-three mid-west and western bakers combined to form the American Biscuit & Manufacturing Company. This consolidation was done primarily to compete with United States Baking Company, another mid-west group, and the New York Biscuit Company, an east coast conglomerate. Soon the American Biscuit and New York Biscuit groups were opening bakeries and lowering prices in each other’s area in an attempt to eliminate the competition. Finally in February 1898 the competing groups combined 114 factories and formed the National Biscuit Company (Nabisco). Although Joseph Loose was a member of the Nabisco’s Board of Directors, in 1902 along with his brother Jacob and John H. Wiles, he liquidated his holdings in National Biscuit Company and formed the Loose-Wiles Biscuit Company in Kansas City. They envisioned a factory which would be filled with sunlight and so they adopted the name SUNSHINE for their products. Soon they began expanding and opened new plants in Boston and then New York. In 1912 Loose-Wiles opened their “Thousand Window” bakery on Long Island, which remained the largest bakery building in the world until 1955. The American Tobacco Company purchased the company in 1966. It was then sold to G. F. Industries, a privately held California company, and finally merged with the Keebler Company in 1996. SUNSHINE BISCUITS
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OUR MISSION
Our mission is to capture the warmth of a bakery filled with sunshine and delight customers through the foods we produce.
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OUR NEW LOGO
The new logo reflects Sunshine Biscuits’s brand image. It is warm, inviting, and modern, but also keeps the tradition behind the brand. The central flower is made up of whisk attachments, representing the original intent behind the founding.
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LOGOTYPE ANATOMY
The whisk flower is made up of one simple whisk attachment rotated around a circle 6 times.
The whisk is rotated 60° around the center of the circle.
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CLEAR SPACE
The logo should be surrounded with clear space whenever you use it to ensure its visibility and impact. No graphic elements should invade this zone. To work out the clear space take the width of one whisk.
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MINIMUM SIZE
60x60 pixel
To ensure high quality, recognition, and legibility, the Sunshine Biscuits logo must follow this minimum sizing system on different mediums. Minimum size for website and mobile devices.
1.5x1.5 inch
Minimum size for print materials.
120x120 pixel
Minimum size for website on desk top or laptop devices.
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COLOR PALETTE
In order to have a consistent voice, please follow this color palette. The primary colors of Sunshine Biscuits are a muted red and a pale yellow; they reflect Sunshine Biscuits’s warm, inviting vibe. The secondary colors are a warm gray and an off black; they further enhance the friendly vibe.
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PRIMARY COLOR
S E C O N DA R Y C O L O R S
CMYK: 4/73/76/0 Pantone: 1665U RGB: 233/105/73 HEX: E96949
CMYK: 19/18/22/0 Pantone: Warm Gray 2 U RGB: 207/198/190 HEX: CFC6BE
CMYK: 0/0/9/0 Pantone: P1-2U RGB: 255/253/235 HEX: FFFDEB
CMYK: 69/61/51/33 Pantone: Black 6 U RGB: 77/78/86 HEX: 4D4E56
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TYPOGRAPHY
Careful choice of typefaces ensures clarity and harmony across all communications. It plays an important role in communicating the spirit of the brand.
Familiar & Hospitable Avenir Avenir heav y is for headlines and titles. The logo uses Avenir heav y. Avenir medium is used for subheadings. Avenir light is for body copy and captions.
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A A A
Heav y
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Medium
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Light
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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ALTERNATIVE LOGOS
In certain situations, a white or black logo may be used if the primary logo does not work with the design specifications.
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UNAUTHORIZED USES
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The correct application of the logo is essential. Always follow the standards. The following examples show some of the unacceptable uses of the Sunshine Biscuits logo.
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DO NOT rotate the logo
DO NOT outline the logo
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DO NOT use wrong color on logo
DO NOT outline the logo
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DO NOT apply logo to busy backgrounds
DO NOT stretch or alter the logo
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BUSINESS SYSTEM
The business system for Sunshine Biscuits is meant to be an introduction to the brand’s identity.
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APPLICATIONS
1. Box packaging 2. Sunshine Biscuits souvenir (tote bag, mug, etc.) 3. Sunshine Biscuits cafe
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