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brand guideline brand guideline | introduction

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1 / introduction.......................................................................................... 3

1.1 our story 1.2 purpose 1.3 values

2 / visual

style...............................................................................................4

2.1 the brandmark 2.2 secondary brandmark 2.3 brandmark size 2.4 brandmark position 2.5 clear space 2.6 color reproduction 2.7 color palette 2.8 inappropriate usage 2.9 typography 2.9.1 typography hierarchy 2.9.2 inappropriate usage 2.9.3 social media

3 / imagery.......................................................................................................14 3.1 typography and handlettering

4/

brand guideline | introduction

3.2 illustrations

in-use examples..................................................................................17 4.1 mockups

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introduction

1.1 our story

For more than 30 years, Amy’s has

Amy’s was created not only to serve

established itself as being the ice

ice cream but to serve the people. As

cream shop for its long time and first

an opportunity to connect with the

time customers as well as traveling

community and take part in greats

visitors nationwide. The new Amy’s

moments of humanity, Amy’s new

identity combines the past and pres-

identity will enhance this experience

ent, bringing the essence of what

even further.

people have known to love and what people will become to love.

The brand guideline was created to further Amy’s identity and allow its

Amy’s new identity is contemporary,

business to flourish and grow its com-

graphic, and bold.

munity.

1.2 purpose

1.3 values

It’s more than ice cream, it’s about

Happiness

making people’s days.

Experience Creativity

By sharing the joy of fun and laughter through ice cream, our employees and customers are happy.

brand guideline brand guideline| introduction | introduction

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2.1 the brandmark The new brandmark utilizes a typeface created just for Amy’s. This new brandmark takes inspiration from 70’s and 80’s typography and emphasizes the fun nature of Amy’s.

2.2 secondary brandmark Continuing with Amy’s previous cow motif, a new cow was created to compliment the new typeface. Used alone as a solo symbol

brand guideline | visual style

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2.3 brandmark size The minimum size for the primary brandmark is 3 cm and 2 cm wide for the secondary brandmark When sized down, scale back detail

3 cm

2 cm

For digital, the minimum size is 40 pixels wide There is no maximum size

2.4 brandmark position The brandmark may be placed in the center top and bottom or in the bottom right corner The horizontal and vertical lock-up is as shown, symbol/wordmark is to be used alone When there is limited horizontal space use symbol

we make your day! When using other type, pair with symbol

brand guideline | visual style

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width = x

2.5 clear space The minimum clear space is 0.125x, where x is

0.125x

defined as the width. For example, if the width is 4 inches, the minimum clear space would be .5 inches Depending on the print or digital space intentions, the brandmark may be “cropped� therefore having no clear space.

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2.6 color reproduction The brandmark can be in any of the colors from the primary and secondary color palette The choice of color depends on what it is being placed on and the preferred color combinations. If using outline only, there may only be 1 color used. The main color for the brandmark is pink

brand guideline | visual style

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2.7 color palette primary palette

secondary palette

#ee8dba r246 g139 b196 c1 m56 y0 k0

PANTONE 211 C PANTONE 231 U

#000000 r0 g0 b0 c75 m68 y67 k90

PANTONE Black 6 C PANTONE Neutral Black U

#fce44d r252 g228 b75 c2 m4 y99 k0

PANTONE 803 C PANTONE Yellow U

#ffffff r255 g255 b255 c0 m0 y0 k0

PANTONE 663 C PANTONE 656 U

#70d9f5 r112 g217 b245 c48 m0 y4 k0

PANTONE 3105 C PANTONE 310 U

#ff4a1a r240 g86 b35 c0 m81 y98 k0

brand guideline | visual style

#fb2d31 r251 g45 b49 c0 m100 y87 k0

PANTONE 185 C PANTONE Bright Red U

PANTONE 172 C PANTONE Bright Red U

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2.8 inappropriate usage The primary and secondary brandmark should not be placed side by side, use one or the other. If Amy’s must be seen with the secondary brandmark, use headliner typefaces Both brandmarks can be used on physical products however one must be the “primary” one - the other may be used as an illustration or pattern

Do not put brandmarks side by side

Do not distort either of the brandmarks If there is typography used as main imagery, opt to use the secondary brandmark, the cow, as the Amy’s logo The secondary brandmark must maintain clear space, however the primary brandmark may be cropped for physi-

Do not use multicolors

cal products, digital campaigns, or print media - accordingly, using it as solely imagery When changing the colors of the secondary brandmark, the maximum colors allowed is 2

brand guideline | visual style

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2.9 typography

tricky

The typeface “tricky” and “tricky ice” was created for Amy’s Supplementing that, the typeface “Chippewa Falls” should be used for headliners and as a secondary typeface in illustrations

tricky ice The typeface “Europa” is used for body text and europa bold may be used for headliners

chippewa falls regular europa regular europa regular italic europa bold europa bold italic

brand guideline | visual style

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2.9.1 typographic hierarchy

50 pt +

sub-headliner

sub-headliner

small title

small title

small title

This is body text. 8-12 pt font. Mod modi volupta dusdant vitatur, comnihilis et dolorernam rendi omnihit iuntur as ea dolenturi occuptati dolorem audae doluptat ex exeriorem restem. Ra consequisci quiandic tem fugitem est, consedisi offictus eos doluptaturia demqui aut modit lit ercimpe rovidusam ipsunt

brand guideline | visual style

30-40 pt, kerning 0-50, bold

(14 pt +)

adiciusti coreste occaborate dolenitiat dolupta con reped et oditi arum quod utemodio tenihil illendi occae presendendae occulla utempores qui quam doluptatatur apid modi volupta epudae. Itas etur si bla et odit ut estis essimil icaborum rest re qui doluptasitas adi re coriorepero earchil is estini odiaes volorenda nos

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2.9.2 typography - inappropriate usage When using a secondary font for a poster or digital media, do not combine both europa and Chippewa Falls, one or the other must be used Tricky or tricky ice should always be used as the headliner unless restrictions don’t allow it, if so, the secondary font, Chippewa Falls, should be used Do not use tricky below 30 pt Never use all-caps if using the tricky typeface Europa should be contained to only digital media Unless the print media uses body text, then europa will be allowed

brand guideline | visual style

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2.9.3 social media Brandmarks may be contained in a circle or rectangle/square for social media Brandmarks may be altered/colored for holidays however they must not be distorted in any fashion When digital media reaches below 70 pixels, use the typeface tricky and not tricky ice

brand guideline | visual style

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3.1 imagery

3.0 imagery

brand guideline | imagery

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3.1 typography & handlettering The main imagery should be typography composed of the typeface tricky and tricky ice. The compositions can vary but the essence should be through the handlettering. Stroke 2pt+ may be used Patterns and illustrations can be created to complement the typography. Simple, geometric shapes can be composed or patterns created with the secondary brandmark

d

’t on yo’se

brand guideline | imagery

lf

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3.2 illustrations Patterns and illustrations can be created to complement the typography. Simple, geometric shapes can be composed or patterns created with the secondary brandmark. Illustrations relating to Amy’s or ice cream may be created.

brand | imagery brandguideline guideline | introduction

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4.0 in-use examples

brand guideline | in-use examples

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brand guideline | in-use examples

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brand guideline | in-use examples

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brand guideline | in-use examples

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brand guideline | in-use examples

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brand guideline | in-use examples

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brand guideline | in-use examples

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brand guideline | in-use examples

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brand guideline | in-use examples

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amy’s ice cream rebrand / brittney phan / DES 340g branding / 2018

Profile for Brittney Phan

Amy's  

Amy's  

Profile for brittphan
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