Graphic Standard
Table of Contents
Mission Statement
3
Visual Identity 4 Business System 14
Marketing Strategy
2 | Table of Contents
18
Mission Statement Our mission is to share the flavors from the tropics while also promoting good health by making our ice cream out of coconut milk that is not from the can, but from coconut cream. We promise to provide the best service and product we can.
Mission Statement | 3
Visual Identity
4 | Tropiscoop
Logo Specifications The required space for displaying the logo is half the length of the x-height. It is indicated by the squares at the corners. The space between each letter is indicated by the hairline markings. If the soft serve cone is bigger than one inch, then the whole logotype should be used. If the cone is one inch or smaller, then only use the cone.
Visual Identity | 5
Acceptable
Use the logotype as shown
Use the logotype as shown in the logotype
Use the logotype colored white on solid cover layer of the green and pink specified
Use the logotype colored white on solid color layer with strokes on the cone the same color as the background
6 | Tropiscoop
Unacceptable
Do NOT color the whole logo with one color
Unless when specifying the flavor, do NOT change color of the soft serve
Do NOT exclude the cross hatching on the cone
Do NOT color the cone to the green or pink specified
Visual Identity | 7
Unacceptable (continued)
Do NOT color add a drop shadow
Do NOT stretch vertically
Do NOT stretch horizontally
Do NOT rotate logo
8 | Tropiscoop
Color Palette: Logo Colors Colors for all company assests are specified below. These colors are not to be altered in any way.
CMYK: 57, 6, 87, 0 RGB:123, 184, 87 #7AB756
CMYK: 6, 18, 44, 0 RGB: 238, 206, 153 #EECE98
CMYK: 3, 34, 22, 0 RGB: 240, 180, 176 #F0BAF
CMYK: 0, 19, 78, 0 RGB: 254, 206, 85 #FFCE53
CMYK: 6, 38, 78, 0 RGB: 236, 167, 82 #ECA752
Visual Identity | 9
Color Palette: Logo Grayscale Colors converted to grayscale are specified below. They are not to be altered in any way.
CMYK: 0, 0, 0, 30 RGB:177, 177, 177 #B1B1B1
CMYK: 0, 0, 0, 23 RGB: 196, 196, 196 #C4C4C4
CMYK: 0, 0, 0, 0 RGB: 212, 212, 212 #D4D4D4
10 | Tropiscoop
CMYK: 0, 0, 0, 33 RGB: 171, 171, 171 #ABABAB
CMYK: 0, 0, 0, 20 RGB: 204, 204, 204 #CCCCCC
Color Palette: Flavor Colors Colors for the primary flavors are specified below. They are not to be altered in any way.
Plum
Guava CMYK: 12, 165, 80, 1 RGB: 219, 118, 71 #DB7547
Green Tea CMYK: 3, 44, 22, 0 RGB: 238, 161, 166 #EEA1A6
Mango
CMYK: 37, 7, 58, 0 RGB: 168, 199, 137 #A7C689
Macadamia CMYK: 4, 38, 100, 0 RGB: 242, 178, 28 #F2B11C
CMYK: 7, 11, 36, 0 RGB: 237, 218, 172 #EDDAAC
Visual Identity | 11
Color Palette: Flavor Colors Grayscale Colors for the primary flavors in the grayscale are specified below. They are not to be altered in any way.
Plum CMYK: 12, 165, 80, 1 RGB: 219, 118, 71 #DB7547
CMYK: 3, 44, 22, 0 RGB: 238, 161, 166 #EEA1A6
CMYK: 37, 7, 58, 0 RGB: 168, 199, 137 #A7C689
Macadamia
Mango CMYK: 4, 38, 100, 0 RGB: 242, 178, 28 #F2B11C
12 | Tropiscoop
Green Tea
Guava
CMYK: 7, 11, 36, 0 RGB: 237, 218, 172 #EDDAAC
Typography Filson Soft Regular and Filson Soft Book were chosen as the heading font. If you are typing more than one sentence, then use Baskerville.
FILSON SOFT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoopqrstuvwxyz
FILSON SOFT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoopqrstuvwxyz
Baskerville ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoopqrstuvwxyz
Visual Identity | 13
Business System
14 | Tropiscoop
Business Card Dimensions of the business card are 3.5 inches by 2 inches. The front of the business card features the logotype colored in white with the strokes on the cone the same color as the background. The back features a palm tree branch colored with the green specified in the logo color palette and three circles with the pink specified in the logo color palette. All text is set in 8/10 with metric kerning. Employee names are set in Filson Soft Regular. The employee’s position as well as the contact information are set in Filson Soft Book.
Arielle Cababat CEO of Tropiscoop
530-221-3008 cababat@tropiscoop.com 1018 F Street Davis, CA 95616
Business System | 15
Letterhead The body text is set in 10/14 Baskerville with metric kerning. A palm tree branch and three circles are located at the lower right corner at the width of about 2 inches. The Tropiscoop logotype is located at the upper left corner. Company phone number, website, and address are located right below the logotype.
530-221-8000 | www.tropiscoop.com | 1018 F Street Davis, CA 95616
Recipient name Address Street City, State, Zipcode Email Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
With much gratitude,
Arielle Cababat Founder and CEO
16 | Tropiscoop
Envelope Corporate letters should be packed in a #10 envelope. All type on the front of the envelope should be set in 12/14 Filson Soft Book with metric kerning. The logotype is located in the upper left corner. On the back, the flap should be colored with the specified pink from the color palette. With the logotype colored in white.
1018 F Street Davis, CA 95616
Recipient name Address Street City, State, Zipcode Email
Business System | 17
Marketing Strategy
18 | Tropiscoop
Website & App
Marketing Sstrategy | 19
Storefronts
20 | Tropiscoop
Merchandise
Marketing Strategy | 21
Signage
22 | Tropiscoop
Marketing Strategy | 23
Arielle Cababat cababat@tropiscoop.com 415-221-3008 CEO and Founder of Tropiscoop 1018 F Street Davis, CA 95616
24 | Tropiscoop