Quants Bakery Brand Manual by candiceallen211

Quants Bakery Brand Manual

4 - Introduction

17 - Typography

6 - Primary Identity Elements

18 - Stationary

8 - Color Palette

20 - Jem Variations

10 - Logo Lockup & Variations

22 - Packaging

12 - Logo Only Usage

23 - Promotional Items

14 - Improper Usage

24 - Imagery

16 - Clear Space and Sizing

26 - Website - in progress

Introduction

In a world where innovation is thriving and plant based products are on the rise, Quants Bakery strives to lead the way in creating an abundance of ecofriendly, nutritious, and mouth watering plant based goodies for all to enjoy. By also working to support local farmers and endangered animals like the red panda this brand manual will provide a guide and quick glimpse into the foundation and inner workings of Quants Bakery and how the company works hard to provide a consistent and strong presence in the competitive plant based community.

Primary Identity Elements

Representing a plant-based organization that also simultaneously supports saving the red panda species is the goal and ambition of the Quants Bakery logo. The Quants Bakery logo showcases Jem the panda peeking out from the monogram lockup of the “qb” from Quants Bakery composing a complete logo image for the company while the Quants signature neatly displays the full name of the company with the added detail of the organization’s tagline and leaves sprouting out from the “s” which can also be connected back to the logo as the same leaves can be seen growing from the lowercase “b” in the image.

Logo

Signature

Quants’ Brand Colors CMYK 78, 95, 36, 32 RGB 70, 35, 83 HEX #462353

CMYK 41, 0, 62, 0 RGB 157, 207, 135 HEX #9dcf87

CMYK 0, 0, 0, 0 RGB 255, 255, 255 HEX #ffffff

Here is the official set of colors to be used to represent Quants Bakery. For the text-logo of Quants Bakery the font may either be done in white with the approved purple background or in black. The green may only be used for the leaves sprouting off of the letter “s” on Quants and mahy not be used for font coloring or backgrounds as the leaves will become lost or the font will become too hard to read overall.

CMYK

100, 100, 100, 100

RGB 0, 0, 0 HEX #000000

CMYK 2, 11, 15, 0 RGB 248, 225, 209 HEX #f8e1d1

CMYK 8, 52, 76, 0 RGB 229, 140, 80 HEX #e58c50

CMYK 44, 68, 75, 46 RGB 96, 61, 46 HEX #603d2e

CMYK 24, 71, 100, 13 RGB 175, 92, 38 HEX #af5c26

Mascotâ&#x20AC;&#x2122;s Primary Colors

Logo Lockup

Using the primary identity elements the logo and brand signature are arranged in a way that best displays Jem the red panda and the company name without becoming too overwhelming. As seen in the logo lockup, because of the elegance of the script font it may only be used for the company name Quants Bakery. Other situations where the script font, Routen, may be used for other then the organizations name is for header and/or text titles, but never for subtitles or bodies of text.

Logo Variation

The approved variations are provided here along with the appropriate usage of fonts and Jem the panda when representing the Quants brand. With the variations a black and white simplified version is provided for either promotional items that have minimal space and/or for restricted areas on web formats. Should a color be permitted or needed for fonts the dark purple is the preferred color to use as seen in the example above. Orange and green should not be used for anything other then accent coloring or Jemâ&#x20AC;&#x2122;s body color as they can become difficult to read if they are used for text.

Logo Only Usage

In situations such as social media icons where the area permitted to insert a logo image is a square, the Quants logo image will be inserted in these alone with no brand signature included. However in sitiuations where either for headers or elongated rectangular space is provided the full logo lockup for Quants Bakery will be used. For promotional items such as hats where the space is very limited then the other logo variations such as Quants by itself or Quants with Jem’s face above the word may be used to best fill the space. In situations such as favicons for online/website usage, only Jem’s head will be utilized in this limited space. In any and all situation for Quants Bakery’s branding to be implemented it is always ideal to have Jem the panda’s face be present and to have at least the word Quants or the initials “qb” be included with the accent of the two green leaves sprouting from the end cursive letter. 12

Improper Usage

For the Quants branding at no point should the green be used for font or Jem coloring. The orange of Jem should also never be used for font coloring as text begins to become difficult to read. In regards to the Mascot, Jemâ&#x20AC;&#x2122;s, coloring at no point should Jemâ&#x20AC;&#x2122;s four colors be changed or altered in any way except for when black and white version are needed. Added effects also such as drop shadows, warping, or blurring should never be applied. Examples of how not to treat Jem and the brand signature of Quants can be seen to the right.

Clear Space and Sizing MINIMUM SIZES

MINIMUM SPACING

In order to know how to properly adhere the Quants Bakery brand identity into designated spaces, it is important to know how much clear space to have surrounding the brand. The logo and brand signature should at all times have equal spacing around all sides and have a minimum of 4 mm ( 1 pica ) of empty clear space. This spacing should be adjusted when sizing the image as needed but should at no point go smaller then the 4 millimeters stated. The minimum size the brand signature can be at any time for legibility for print purposes is 2 inch in length by a half inch in height. However the logo may only be as small as 1 inch by 1 inch and should never be sized smaller then that.

Typography

Routen

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Avenir Next Regular

Avenir Next Medium

Avenir Next Ultra Light

Avenir Next Bold

Avenir Next Italic

Avenir Next Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

For the use of fonts it is important to stay consistent for Quants Bakery in when the cursive Routen font is utilized and when it is not. The fonts Routen and Avenir Next are the two primary fonts ideally used in all Quants digital and print situations where text is needed. Avenir Next is to be used with the approved variations in either bodies of text, subtitles, and occassionally headers where seen appropriate. For Routen this font may only be used for the company name and if needed for headers and titles.

Stationary

The Quants Bakery stationary consists of both business cards and a letter head with Jem the red panda sitting in the upper right hand corner next to the brand signature of Quants. However, for the business cards of Quants, Jem is seen poking out of a subscription box with a cookie in his mouth looking upon the information on the card. For future stationary that may be needed the Quants qb logo and brand signature will be used interchangeably depending upon what sits better in the given space provided to fill.

Jem Variations

The mascot Jem is a very important symbol and part of the Quants Bakery brand and identity. Both representing the playful nature and furry friends this company wishes to protect Jem the panda is needed in many situations and scenarios throughout the companyâ&#x20AC;&#x2122;s branding. Here we see three standard and most commonly used Jem pose variations that will be seen both on print and digital formats.

Packaging

The current packaging of Quants Bakery is a simple 10” by 10” box made with eco-friendly material. This simple white box is then adorned with an also sustainable large matte finish 5” by 5” sticker with the Quants logo appropriately placed upon it.

All promotional items for Quants Bakery will display either the logo of the company or one of the logo variations as seen on page 11 depending upon the space that is needed to be filled. The examples above are a few of the currently approved promo items for the company.

Imagery

Pictures and graphic images that are to be used for Quants Bakery for either marketing or to represent the company through ads will strictly be composed of either actual product images and/or illustrations of Jem the red panda. Other imagery that may be utilized for social media purposes or event usage can be composed of also Jem illustrations , product imagery, or images that show real people enjoying essentially a plant-based life style.