Zeraph Dylan Moore
Created April 14, 2020
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Brand Manual
Table of Contents Overview Logo Type & Color Dessert Branding Logo Usage Stationery Rationale
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Upper Crust Bakery is a family-run company creating extraordinary breads, muffins and pastries fresh daily from the highest-quality locally-sourced ingredients.
Our History Upper Crust’s artisanal baked goods start with our recipes, passed down through the generations from our original family bakery in Paris, France established in 1921. There, Roland Boutier and his wife Thérèse rented a humble shopfront and began making artisanal breads from locally milled flour. They soon gained a reputation for quality and extraordinary customer service. In 1942, Roland’s son Vernon Boutier emigrated to the United States and settled in Biddeford, Maine, where he married Alicia Marks, daughter of Charles Marks, a prominent mill owner. Charles financed the young couple’s dreams of bringing the Boutier family recipes to a new bakery location in Biddeford. They passed the business on to their son Bernard, who in turn passed it to his daughter Patrice. Today, Patrice owns and operates Upper Crust in a new location in Westbrook, Maine with her son Gabriel. Building upon generations of family recipes, history and quality is not a responsibility that the Boutiers take lightly. Visiting Upper Crust is a multisensory, authentic bakery experience that unites quality ingredients with the passion for excellence that makes Upper Crust special.
Top: Vernon and Alicia Boutier with children Bernard and Rose-Marie on a family visit to England in 1952. Bottom: Bernard Boutier works in the bakery, 1965.
Logo Design
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Black on white
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Black on Kraft
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White on 87% Black
Type and Color Specifications Type Josefin Slab Most text, including body text, is set in the Josefin Slab type family. Thin, regular, semibold and bold are all acceptable; italicization is permitted within body text when required for emphasis. Josefin Slab Light and Light Italic are not acceptable. Feronia Feronia should be used sparingly, and never for body text.
Colors
RGB (34, 34, 34) CMYK (0, 0, 0, 87) HEX #222222
RGB (0, 0, 0) CMYK (0, 0, 0, 100) HEX #000000
RGB (255, 255, 255) CMYK (0, 0, 0, 100) HEX #FFFFFF
RGB (196, 156, 116) CMYK (0, 16, 31, 23) HEX #C49C74
Dessert Colors For dessert branding only, use coral pink and white, as shown on the next page.
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Dessert branding is special. At Upper Crust, desserts are branded with our signature coral pink. The logo appears white on a coral pink background. Desserts are always branded in coral pink, and this color is only used for desserts and dessert-related media.
RGB (232, 151, 142) CMYK (0, 32, 35, 9) #E8978E
Fig. 1: Padding without accompanying text
Logo Usage Guidelines Padding BA K E R Y
Maintain appropriate padding around the entire logo (fig. 1). When small text is associated closely with the logo, the text may appear below the logo with reduced spacing (fig. 2).
Fig. 2: Padding with accompanying text
Alignment Aligning the logo within a given space properly often requires finding its approximate visual center, which is slightly different from its actual (mathematical) center (fig. 3). For alignment purposes, the logo’s center line is defined as halfway between the mathematical center and the center of the implied circle in the logomark. Always use this as the center point for alignment purposes.
Colors Color limitations ensure that the brand’s visual identity remains cohesive and appropriate for the authentic, classic and quality message of Upper Crust. Use only brand colors for the logo. When presenting the logo against photos or other surfaces (brick, wood, concrete), choose black or white depending on which provides greater contrast. Darken or lighten photos as necessary.
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Fig. 3: Finding the visual center Use the blue line as center point Center of implied circle >
< Mathematical center
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Avoid using the logo in these ways: Avoid using the logo in ways that diminish brand integrity, decrease legibility, or create an unprofessional appearance.
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Avoid off-brand colors
Avoid stretching or deforming
Don’t change size ratio of different elements
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WWW.UPPERCRUSTBAKERY.COM
Avoid placing text or other elements within margin zones
Avoid reducing the logo to less than 1.5” in total width
Rationale Upper Crust’s logo was inspired by two main design references: The logotypes of renowned Parisian bakeries, and the black and white vintage signage, fonts and logos that were commonly seen in American bakeries of the 1930s-1950s. From Parisian bakeries came shapes and textures associated with bakery goods such as artisanal loaves of bread paired with simple and strong design, while vintage bakery signage contributed font choices (Josefin Slab and Feronia, both with a vintage feel) and a black and white colorway. Upper Crust's logo feels at home in a quality bakery with historic roots and local connections, appealing to younger 'local foodie' customers as well as other demographics. The logo looks at home painted on a chalkboard surrounded by the day's wholesome, artisanal rustic breads. The logo mark is a highly stylized and abstracted twisted loaf of artisanal bread., but also references fields of grain waving in the breeze. Logo mark and type work together as both have a graceful rightward movement accented with flourishes, while retaining a balanced and unified composition through the use of symmetry and extended swashes. The logo contributes to an exciting but appropriate brand positioning as a quality, rooted, local, hip, and fresh destination. Classic enough to evoke trust and quality, but dynamic and unique enough to not be like every other small city bakery. Though several color options are provided, the Upper Crust logo works simply and beautifully on its own in black and white, just like vintage bakery signage of days gone by.
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