Gardenia Malaysia

Name : MOHAMMAD SHAHRUL AZRY BIN RAHMAT Number Matrix : 09DRG19F1026 Session : JUNE 2019 Major : CORPORATE COMMUNICATION & REBRANDING Company Name : GARDENIA BAKERIES (KL) SDN BHD

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THE GARDENIA COMPANY

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THE GARDENIA LOGO

introduction Company Profile About Company Product Logo Scale Typography

The Gardenia Logo Standard logo Color Rationate Primary Pallete CMYK Colour CMYK Reverse Colour Black & White Grayscale PANTONE Colour PANTONE Reverse Colour Typography Logo Usage Logo Scale Logo Grid & Balance Background Control Incorrect Use

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STATIONERY SISTEM Business Card Letterhead Envelope Memopad Receipt Invoice Delivery Order Staff Card Uniform Items

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THE GARDENIA COMPANY

1.1 Introduction

Gardenia Bakeries (KL) Sdn Bhd (GBKL) is a subsidiary of a food listed company, QAF Ltd, who also operates Gardenia Singapura, Gardenia Philippines and will soon be opening Gardenia bakery in Fujian, China. In 1969, an American named Horatio Sye Slocumm was sent by International Executive Service Corporation (IESC) to East Malaysia to start a bakery. Mr. Slocumm brought with him 35 years of baking experience with one of America’s leading chain of bakeries. Gardenia was born.

Gardenia Bakeries (KL) Sdn Bhd rolled the first loaf of bread off its line in 1986. Within four short years, it became the bread market leader with an astounding 99 percent brand recall rate and 80 percent top-of-mind recall.

Gardenia’s range of products grew and evolved through the years, becoming better and better with each step. Leveraging on its brand strength, Gardenia now produces a variety of baked products to satisfy consumers’ demands

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1.2 Company Profile

Company Name

: Gardenia Bakeries (KL) Sdn Bhd

Start Operational : 1978 Address Telephone

: Lot 3, Jalan Pelabur 23/1, Kawasan Miel, 40300 Shah Alam, Selangor : +(6)03-55423228

Fax

: +(6)03-55423213.

Email

: customer_service@gardenia.com.my

Website

: www.gardenia.com.my

Categories

:

Distribute to

:

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1.3 About Company In Malaysia, Gardenia is a 50% joint venture of the QAF Group. The Gardenia plants are capable of producing more than 700 million loaves, snack cakes, buns, rolls and waffles per annum, making it one of the largest wholesale bakeries in South-east Asia. In 2019, the company hit the RM1 billion mark in sales. Gardenia was the first bakery in Malaysia to undertake the direct distribution of its own bread and provide consumers with essential nutritional information and the consumption expiry date on each loaf of bread.

Gardenia has an excellent and extensive distribution network throughout Peninsular Malaysia, including Langkawi Island. As part of its commitment to provide customers with the highest quality products, the Gardenia operations have attained ISO22000:2018 and HACCP certification.

Gardenia was voted Malaysian consumers’ most favourite bread brand in nation-wide surveys by Superbrands in 2009 and 2011. It has won the Putra Brand Gold Awards for ten consecutive years from 2010 to 2019 when it was voted Malaysian consumers’ “Most Preferred Brand”.

Gardenia Malaysia awards 2013 - awarded Putra Brand Icon in recognition of consistently winning the Gold Award in the Food category.

2015 - Gardenia clinched the Putra Marketer of the Year Award.

2019 - Gardenia was honoured with the Putra Platinum Award (Foodstuff Category) Gardenia Malaysia’s newest state-of-the-art production facility commenced operations in 2018. The company operates from eight plants, including the QAF Group’s plants in Shah Alam and Johor.

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1.4 Product The Gardenia product range currently consists of more than 55 types of white bread, whole wheat breads and wraps, breads and wraps, European crusty country breads, and fast-frozen gourmet breads or toast. Gardenia is associated with qualities such as good taste, freshness, confidence and reliability

Classic white bread

Say Cheese

Delicia

Squiggles

Fluffy Bun

Twiggies

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1.5 Logo Scale The illustration below is an example of measuring variations that are allowed to enlarge or reduce the size of the logo. The size of the logo is unlimited whether the maximum size or minimum. The logo size should be increased to a scaling rate of 200%, while a 50% scale reduction is to a reduced level of logo size. The scale logo serves as a technical guide for logo design.

The 100% scale is commonly used in large print like billboards commonly found on the road. This scale can be expanded to the appropriate size by following the appropriate process.

At 80% scale it is used for simple print designs such as banners and signage.

The 60% scale is used in 42cm X 59cm (A2) print design. This can also be used to label larger packages or paper bags.

A 20% scale is used in the design of the main elements of the mold in the print size of 21cm X 29.7cm (A4). We can use it for labeling on smaller sized packaging for stationery and more.

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1.6 Typography Typography plays an important role in gardenia companies to expand their product advertisements and also give a consistent appearance on gardenia bread every social media and promotion.

Primary Typeface - Hougbon Script The Hougbon Script font was chosen to reinforce the name on the product logo because the font represents the uniqueness of calligraphy with an attractive logo concept.

Hougbon Script

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2

THE GARDENIA LOGO

2.1 THE GARDENIA LOGO Typography plays an important role in gardenia companies to expand their product advertisements and also give a consistent appearance on gardenia bread every social media and promotion.

Old Logo

New Logo

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2.2 STANDARD LOGO This tiger cartoon symbolizes the official animal of Malaysia, namely the Malayan Tiger

It shows a smile. This smile gives cheerfulness, joy and also a sign of self-confidence in the product.

This shows the tiger cartoon is eating bread with a happy face and satisfaction for eating delicious and tasty bread.

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2.3 COLOR RATIONATE

Chilli Red

Like other members of the red family, the chili peppers are dramatic and interesting. It is associated with exotic tastes and cultural diversity. chili also talks about courage and coincidence.

These colors provides a harmonious and cohesive atmosphere

Federal Blue

Pearl River

Gray is a color that is not emotional but calm.

Being motionless and emotionless, the dense gray is stable, creating a sense of calm and relief.

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2.4 COLOR - PRIMARY PALETTE

PANTONE SOLID COATED pantone 45-16C

PANTONE SOLID COATED pantone 101-15C

PANTONE SOLID COATED pantone 169-2C

PANTONE SOLID UNCOATED pantone

PANTONE SOLID UNCOATED pantone

PANTONE SOLID UNCOATED pantone

CMYK C0%/M91%/Y92%/K11%

CMYK C79%/M74%/Y0%/K47%

CMYK C14%/M12%/Y13%/K0%

RGB R215/G56/B40

RGB R47/G48/B104

RGB R217/G214/B211

HEXADECIMAL #d73828

HEXADECIMAL #2f3068

HEXADECIMAL #d9d6d3

CHILLI RED

FEDERAL BLUE

PEARL RIVER

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2.5 CMYK COLOR

C: 0% M: 91% Y: 92& K: 11&

C: 79% M: 74% Y: 0& K: 47&

C: 14% M: 12% Y: 13& K: 0&

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2.6 CMYK REVERSE COLOR

Logo scale 60%

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2.7 COLOR - BLANK & WHITE The black logo is placed on a white background. This black logo is suitable for use with bright backgrounds such as yellow, pink, light gray, light blue and others.

K: 100

The white logo is placed on a black background. White logo with black or dark background. Dark photographic background while there is adequate contrast.

K: 0

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2.8 COLOR - GRAYSCALE A gray logo is placed on the background white back.

C: 0% M; 0% Y: 0% K: 90%

C: 0% M; 0% Y: 0% K: 70%

C: 0% M; 0% Y: 0% K: 50%

A gray logo is placed on the background the back is black

C: 0% M; 0% Y: 0% K: 40%

C: 0% M; 0% Y: 0% K: 20%

C: 0% M; 0% Y: 0% K: 10%

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2.9 COLOR - PANTONE COLOR PANTONE + CMYK COATED

PANTONE 45-16C

PANTONE 101-15C

PANTONE 169-2C

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2.10 COLOR - PANTONE REVERSE COLOR

Logo Scale 50%

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2.11 TYPOGRAPHY Typography plays an important role in gardenia companies to expand their product advertisements and also give a consistent appearance on gardenia bread every social media and promotion.

Primary Typeface - TripSerifCE The TripSerifCE font was chosen to further strengthen the name on the product logo because the font represents a strong image with a simple logo concept.

TripSerifCE

ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuwxyz 0123456789 ! @ % *() _ + | ; ,. / ?

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2.12 Typography - TripSerif CE Example TripSerif CE abcdefghijklmnopqrstuvwxyz ABCDEFGIHJKLMNOPQRSTUVWXYZ 0123456789

TripSerif CE Bold abcdefghijklmnopqrstuvwxyz ABCDEFGIHJKLMNOPQRSTUVWXYZ 0123456789

TripSerif CE Light abcdefghijklmnopqrstuvwxyz ABCDEFGIHJKLMNOPQRSTUVWXYZ 0123456789

TripSerif CE Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGIHJKLMNOPQRSTUVWXYZ 0123456789

TripSerif CE Italic abcdefghijklmnopqrstuvwxyz ABCDEFGIHJKLMNOPQRSTUVWXYZ 0123456789

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2.13 LOGO GRID AND BALANCE Another factor influencing the design is the neat layout. If the layout is neatly arranged and perfect, then the view of the community will feel more comfortable and interested to see it. Also, the steps to be aware of are system grids. A grid system is a framework that helps graphic designers to design something consistent, meaningful and logical.

The illustration shown here is the primary and final reference to any use of the logo. To ensure that the logo is used consistently and clearly, it is recommended to use a grid as a technical guide for the formation and position of the logo. Any magnification or reduction must be ensured not to be used separately to avoid inconsistencies.

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2.14 LOGO SCALE The illustration below is an example of measuring variations that are allowed to enlarge or reduce the size of the logo. The size of the logo is unlimited whether the maximum size or minimum. The logo size should be increased to a scaling rate of 200%, while a 50% scale reduction is to a reduced level of logo size. The scale logo serves as a technical guide for logo design.

100%

80%

The 100% scale is commonly used in large print like billboards commonly found on the road. This scale can be expanded to the appropriate size by following the appropriate process.

At 80% scale it is used for simple print designs such as banners and signage.

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60%

20%

The 60% scale is used in 42cm X 59cm (A2) print design. This can also be used to label larger packages or paper bags.

A 20% scale is used in the design of the main elements of the mold in the print size of 21cm X 29.7cm (A4). We can use it for labeling on smaller sized packaging for stationery and more.

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2.15 LOGO USAGE This page is a guide for placing corporate logos among other print materials. If the vertical logo is marked as x, then 0.5 is the minimum distance for the printed or graphic material to be placed in relation to the logo, including the edge of the printed surface.

This space should be increased to allow for the most favorable signatures

5mm

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2.16 BACKGROUND CONTROL The Gardenia logo can be recreated in the following ways on a colored background. It should be noted that light colored boxes or white shapes are combined around the logo with a dark color background.

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2.17 INCORRECT USE Never change the Gardenia logo in any way. Like coloring, rotating, italicizing, or applying effects on the logo. Also, do not separate elements.

Never try to create your own logo, change the font, or resize its parts.

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DONT’S

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1. Don’t move “POTATO CRISP”.

2. Don’t remove “POTATO CRISP”.

3. Don’t alter the transparency of the logo.

4. Don’t rotate the logo.

5. Don’t make a pattern or texture out of the logo.

6. Don’t recolor the logo.

7. Don’t use stroke on the logo.

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STATIONERY SYSTEM

3.1 BUSINESS CARD Never change the Gardenia logo in any way. Like coloring, rotating, italicizing, or applying effects on the logo. Also, do not separate elements.

Never try to create your own logo, change the font, or resize its parts.

Scale 20% 9 cm

Melissa Iye

creative director

+(6)03-55423228

Scale 20%

5.5 cm

+(6)03-55423213 customer_service@gardenia.com.my www.gardenia.com.my Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

Front

Back

TripSerif Ce Bold 10pt TripSerif Ce Regular 6pt

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3.2 LETTERHEAD

Arial Nova Light 30pt 21 cm

GARDENIA BAKERIES (KL) SDN BHD

Scale 20%

29.7 cm

+(6)03-55423228

customer_service@gardenia.com.myL

ot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

TripSerif Ce Regular 10pt

30

3.3 ENVELOPE 22.5 cm Arial Bold 10pt Arial Regular 6pt

GARDENIA BAKERIES (KL) SDN BHD

Scale 20%

Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

10.5 cm

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22.5 cm Arial Bold 10pt Arial Regular 6pt

Scale 20%

GARDENIA BAKERIES (KL) SDN BHD

Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

10.5 cm

3.5 cm

32

2.5 cm 22.5 cm

Scale 20%

Arial bold 17pt

Pos Berdaftar

SULIT

2 cm

10.5 cm

3.5 cm GARDENIA BAKERIES (KL) SDN BHD

Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

Arial Bold 10pt Arial Regular 6pt

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3.4 MEMO PAD Scale 20% Arial Bold 6pt Arial Regular 5pt

GARDENIA BAKERIES (KL) SDN BHD

Scale 20%

Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

MEMO PAD

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3.5 RECEIPT 8.2 cm

DATE

Scale 20%

Arial Regular 6pt

RECEIPT NO

Arial Bold 6pt Arial Regular 5pt

GARDENIA BAKERIES (KL) SDN BHD Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

12 cm 4 cm

4.5 cm TOTAL

RECEIVER

Arial Bold 6pt Arial Regular 5pt

ON DUTY

7cm

35

8.2 cm

DATE

Scale 20%

DATE

Arial Regular 6pt

RECEIPT NO

GARDENIA BAKERIES (KL) SDN BHD

RECEIPT NO

Arial Bold 6pt Arial Regular 5pt

Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

GARDENIA BAKERIES (KL) SDN BHD

Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

12 cm 4 cm

4.5 cm TOTAL

RECEIVER

Arial Bold 6pt Arial Regular 5pt

TOTAL

ON DUTY

RECEIVER

ON DUTY

7cm

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3.6 INVOICE 21 cm

Scale 20% Total customer Satifaction

GARDENIA BAKERIES (KL) SDN BHD Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

P.O No & Date

CUSTOMER

Date of D/O Term

CONSIGNEE

No

Discription

Prepared by

Code No

Checked by

QuantityU

Authorised by

nit Price

Amount RM

29.7 cm

Total (RM):

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3.7 DELIVERY ORDER 150 mm

Scale 20%

GARDENIA BAKERIES (KL) SDN BHD Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

Mr/Ms

Delivery Order: Date:

No

Quantity

Item

Price (Per Unit)

Total (RM)

Arial Regular 6pt

210 mm

Total

Stamp & Sign

Authorised

Name:

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3.8 STAFF CARD 5.5 cm NAME: Scale 10%

Joined Date: 6/2/2019 Expire Date: 6/2/2021

This card should always be placed on the shirt to all staff while on duty. This card can also be used at all Gardenia Bakeries branches.

9 cm NAME: GARDENIA BAKERIES (KL) SDN BHD Lot 3, Jalan Pelabur 23/1, 40300 Shah Alam, Selangor Darul Ehsan Malaysia

ID No:

STAFF Front

2548671097847601

Back

39

3.9 BRAND ATTIRE / UNIFORM

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3.10 ITEMS

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