Pocky is about sharing happiness with friends, family, coworkers – anyone, anytime, anywhere!
Just open a box, pass it around, and watch the smiles and happiness spread.
Unlike other biscuit snack options, Pocky is here to create happy memories, bring people closer together through sharing, and our brand focuses on the needs and happiness of our consumers and customers.
Pocky’s core values are collaboration, integrity, passion, diversity, happiness, and sharing.
The Pocky brand represents the qualities of sharing, connecting, joyfulness, and being diverse.
Pocky communications are made up of four elements, the Logo is the focal point and will stand out, making it a very reconisable symbol.
Our logo is a combination of our Wordmark, Icon, and tagline. The Icon - represented by the “K” is part of the Wordmark, and represents the sound of a Pocky stick breaking.
The space between the Wordmark and the Tagline
The space between the Wordmark and the Tagline is equivalent to the width of the pocky stick used for the “K” in the Wordmark/Logo.
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The Exclusion Zone ensures that the entire Logo is legible by isolating it other competing visual elemnts.
The zone shown should be considered as the minimum amount of safe distance, giving room for the logo to breathe.
The exclusion zone is equal to half of the heigh of the Icon (“k”)
This page shows why the clear space is so important. In the two examples provided, if the other elements come much too close to the Pocky logo, it will create a cramped and annoying feel to the spacing and a messy visual. The bottom two Examples show the correct way of treatment for the Logo and the Exclusion Zone.
The Signature states “taste of happiness :)” written in the Tw Cen MT typeface. Here at Pocky, we strive to bring happiness to everyone with each stick, hoping that after eating one, you will smile from ear to ear.
We prefer to use the Icon on its own instead of the full Logo mark in only some instances. Most of the time, we would like the the full Logo mark to be displayed. In situations such as on a T-Shirt or on small merchandise, the Icon may be used. On packaging however, we would like to incorporate the entire Logo.
Note: The Icon may exist without the Wordmark and Tagline, but the Wordmark and Tagline should never exist without the Icon.
The Icon’s Exclusion Zone
If you are using the Icon instead of the Logo, the same exclusion rules apply.
The Icon’s exclusion zone is equal to half the height of the Icon x x x
Establishing a minimum size ensures that the legibility of the Logo is not compromised in application.
The Pocky Logo should never be reproduced smaller than 70px in any digital communication.
The Pocky Logo should never be reproduced smaller than 20mm in any print communication.
20mm / 0.8in
6mm / 0.24in
Digital 70px Digital 21px
The Pocky Red Logo, pictured right, is our primary color, used only in situations where the brand palette is not being used. Our other primary color is our Pocky Bread-stick Color.
Other colors include Pocky Brown, Pocky Pink, Pocky Green, and Pocky Off-White to symbolize the other well-known flavors.
The Pocky Red + Bread-stick Logo should only be used with Black, White, and non-duotoned photography.
The Logo may be one solid color, of any of the following, as well.
If color is not an option for technical reasons or if the brand green lacks contrast or competes with other visual elements, you have permission to use either the black or white Logo options.
POCKY Red
RGB: 214, 66, 46
HEX: #d6422e
CMYK: C0 M69 Y79 K16
PMS Uncoated: P 45-8 U
POCKY Bread-Stick
RGB: 236, 192, 134
HEX: #ecc086
CMYK: C0 M19 Y43 K7
PMS Uncoated: P 17-11 U
POCKY Green
RGB: 146, 200, 62
HEX: #92c83e
CMYK: C27 M0 Y69 K22
PMS Uncoated: P 157-8 U
POCKY Pink
RGB: 245, 152, 164
HEX: #f598a4
CMYK: C0 M38 Y33 K4
PMS Uncoated: P 65-4 U
POCKY Brown
RGB: 147, 88, 40
HEX: #935828
CMYK: C0 M40 Y73 K42
PMS Uncoated: P 32-14 U
POCKY Off-White
RGB: 234, 229, 223
HEX: #eae5df
CMYK: C0 M2 Y5 K8
PMS Uncoated: P 169-1 U
These are a list of DO NOT dos while changing the color for the Logo.
TM
taste of happiness:)
DO NOT make the POC
Y a different color than the K and the tagline
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DO NOT change the color of the bread-stick, the “sound sticks”, or the :) Only exception is white, and black if must
taste of happiness:)
DO NOT outline ANY part of the Logo
TM
taste of happiness:)
TM
DO NOT make the POC
Y, and K a different color than the tagline
TM
y taste of happiness:)
DO NOT forget to change the color of the TradeMark
The Logo is made up of two typefaces.
The tagline uses Tw Cen MT - regular
If Pottery Wheel is unavailable, the typeface that would be most appropriate to use would be
Bebas Neue Rounded ie
There are a lot of other Asian snack brands, along with other biscuit/pretzel/breadstick brands out there that are competitors
Pepero
o Direct competitor
o Similar biscuit design (a stick)
o A few more variants than Pocky
o Found in any leading supermarket and other confectionary stores
There are a lot of other Asian snack brands, along with other biscuit/pretzel/breadstick brands out there that are competitors
Mitsuya
o Indirect competitor
o Similar biscuit design (a stick)
o Only 1 flavor
o Found in any leading supermarket and other confectionary stores
There are a lot of other Asian snack brands, along with other biscuit/pretzel/breadstick brands out there that are competitors
YanYan
o Similar biscuit design (a thicker stick)
o Dip the stick into a pudding
o Several flavors