INDEX
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INDEX
CONTENTS INDEX 2 INDEX 3 COMPANY 4 PREVIOUS LOGO 5 NEW LOGO 6 SWENSEN’S COLOR 7 USE OF COLOR 8 COLOR 9 STRUCTURE 10 STRUCTURE 11 PROTECTION ZONE 12 ASPECT RATIO 13 TYPOGRAPHY 14 INCORRECT USE IN STYLE 16 INDEX 17 UNIFORM 20 STATIONERY 21
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INDEX
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COMPANY
Swensen’s was founded in 1948 by Earle Swensen, who had learned to make ice cream while serving in the U.S. Navy during World War II. At a time where the franchise occupied most of the United States has expanded into Asia. With most of the American branches closing, the market in Asia only grew larger. The Swensen’s chain now includes about 300 franchise outlets stores currently around Asia. With such a gross market in Asia, the North American marketplace has been lacking. With a new re branding, this will ultimately induce new opportunity. The Orientation of the company is focusing on innovating it’s direction towards liquid nitrogen. Incorporating this will introduce a new fresh audience. With the help of local farmers and health conscious products, Swensen’s allows for a better niche in an over saturated market.
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PREVIOUS LOGO
The previous corporate identity for Swensens. a very old style looking identity. A very Albright forward Dtill to
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NEW LOGO
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The Rational Behind the logo is meant to emphasize hunger and craving. The Bold type is to emphasize the bold taste of the ice cream served. The re-brand into the use of liquid nitrogen is emphasized through the “7” that plays the role of an apostrophe. It also is used as an indication of the 7th element on the
periodic table of elements. The purpose of emotional branding is to create a bond between the consumer and the product by provoking the consumer's emotion. Emphasizing a vibe or emotion through a consumer is what Swensen’s does. The branding will tend towards people's cravings and wants for ice cream at spontaneous moments of the day. The Liquid Nitrogen method will create interest in the product.
SWENSEN’S COLOR
The correct color for use is the color shown below. The warm red is an homage to the previous red but with a more contemporary touch. A less saturated red to induce less of a direct attraction but still stand out in the context to other brands. The color should be used whenever possible. It is intended to be used only on white or a light value neutral color background. Swensen’s red should not be used with other bright saturated colors, or medium and dark value colors, as they will dilute the effectiveness and impact of the Swensen’s red
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USE OF COLOR
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The examples shown below illustrate acceptable uses of the Swensen’s logotype with symbol in various situations.
Red Background The Logotype on red background should always be white
White Background Against a white background the logotype may be shown in Swensen’s red (Pantone 710 C) black or warm grey (50% tint black)
Medium-Value Background Against a medium-value background, the logotype may be shown in either black or white, depending on which is more appropriate.
Light Background Very Light Value Background Against a very light background, the logotype should be shown in black. The one exception to this would be the use of the red logotype in very light areas of four-color process reproduction.
The Swensen’s Red should never be used on a medium-value background.
COLOR
The official Swensen’s color: PANTONE 710 When 4 Color Process is only available the following combination is as follows. Cyan : Magenta : Yellow : Black :
3 91 64 0
For web usage, the following combination is as follows R : G : B : HEX #v
231 62 81
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STRUCTURE
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STRUCTURE
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PROTECTION ZONE
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The protection of a corporate identity requires definitive borders to Disengage visual clutter. The protection zone exempts type and any other graphic element (Exception Slogans). The protection zone contains the “s , e and n� with their centers aligned
ASPECT RATIO
The aspect ratio is as follows below.
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4.4
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TYPOGRAPHY
The logotype was made based off the LL Circular This typeface works well with the Consistency. As an altered typeface the LL Circular custom includes both rigidity and fluidity of the two evocations of soft round ends with the Contrasting angular ends.
When large amount of text is dispensed , the unmodified circular may be used.
This typeface works well with the consistency of the two entities. As an altered typeface the LL Circular book custom is an altered typeface used to keep the consistency of the circular type previously. This type will be used for text. Having a lower weight set of Characters allows for diversity and more efficiency.
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Original
Modified 14
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INCORRECT USE IN STYLE
1. The letterforms in the logotype must never be broken by a superimposed pattern. 2. The logotype must never be placed within another outline shape, such as a box. 3. The logotype Should never be used with effects of any sort
5. The logotype should never be slanted. 6. The logotype should never be distorted in any way. 7. The logotype should never be used or replicated in low resolution quality.
4. The logotype should never be shown as outlined letterforms.
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INFOGRAPHIC
A cryogenic refrigerant such as liquid nitrogen is injected into the bowl and the ice cream mixture is mixed into the liquid nitrogen. With a generally known amount of ice cream mixture to be frozen, a generally known amount of liquid nitrogen is added. The liquid nitrogen quickly freezes the ice cream mixture as the mixture is being mixed together with the liquid nitrogen.
Hidden away under the counter top, the liquid nitrogen tank is shot our the dispenser. Here is where the employee would mix the solutions together
liquid nitrogen dispenser metal spatula
tank of nitrogen
ice cream premix
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PACKAGING
The Swensen’s branded double gloss coated paper bowls are a key part to the practicality. After the pre-mix is solidified into ice cream, the bowl makes for effective service to customers. The Non-stick surface allows for easy preparation and customer satisfaction.
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UNIFORM
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The Uniform is an important feature in any unionized workplace/environment. Swensen’s values the social contract behind a strong uniform. An embroidered logo is to be applied on all items of uniform. The embroideries are to be placed as presented below
The polo used is made specifically of 100% pique cotton. Pique is a great fabric. the parallel cords it give the weave a 3 dimensional quality, suitable for embroidery. The hat’s and apron are to be 100% cotton canvas.
STATIONERY
Swensen’s letterheads and envelopes are standard government sizes: 8.5” x11” letterheads and 4.125”x 9.5” envelopes Business Cards are standard 2” x 3.5” The body text for all pieces of stationery are to be in 8 pt Book Circular Std. The person of destination is to be bold.
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INDEX
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