CONTENTS
BRAND HISTORY 08
Our Story
10
Our Name
12
Who is Ooh La Crème?
14
Core Values
B R A N D S I G N AT U R E 20
Brand Logo
29
Typography
21
Spacing & Sizing
30
Color Palette
23
Logo Variants
32
Characters & Icons
27
Logo Misuse
Patterns
A P P L I C AT I O N S 43
Stationary
47
Posters
44
Menu
49
Appendix
45
Packaging
46
Uniform OOH LA CRÈME STYLE GUIDE
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BRAND
HISTORY
OUR STORY Ice cream was once served as a decadent treat for the aristocratic society. The creation of ice cream was more of a culinary art form, where it was beautifully presented and slowly enjoyed. However today, ice cream is sold by the gallon at the supermarket, or by a man in a small truck that played distorted nursery music. Ice cream has lost its sophistication. Yearning for that lost experience, we decided to create a regal place where customers can sit and enjoy a taste of high society, a place where ice cream is served and presented with sophistication and elegance. Ooh La Crème was born.
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OUR NAME OOH LA LA + CRÈME DE LA CRÈME The name derived from the combination of the French term crème de la crème, the very best, and ooh la la, an expression of satisfaction. Ooh La Crème describes the euphoric & delightful sensation of biting into our finest quality ice cream.
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WHO IS OOH LA CRÈME? We are more than an ice cream shop. We provide our customers with products and services that blend art with French culinary experience. We established ourselves as a dessert destination through the artistic and careful crafting of our ice cream. Ooh La Crème is an ice cream experience worth bragging about.
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We’re elegant
We’re chic
We’re sophisticated
BRAND
S I G N AT U R E
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BRAND LOGO Sources of inspiration for the brand logo came from French hand lettering, ornamentation, and flourishes. We wanted the brand to have a modern and sophisticated look through the use of typography. By focusing on the custom hand-lettered logotype, we were able to avoid running into the cliché imagery of the typical ice cream brands while still elevating the value of Ooh La Crème.
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LOGO SKETCHES
Shown here are a few examples of the preliminary sketches for the logomark. On the far left is a sketch of the final wordmark for Ooh La Crème.
S PAC I N G
0.5 in
0.5 in
It is important not to crowd the logotype and that there is plenty of space. The minimum amount of space around the logo is 0.5 inches.
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SIZING
Minimum 1 in
The minimum sizing is 1 inch with the maximum sizing of 2 inches. The purpose of these restrictions are to maintain the delicate detail of the logotype. The logo may be used larger than to inches as long as it is proportional to the document. Maximum 2 in
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LOGO VARIANTS
The consistent arrangement of the logo and wordmark is fundamental to effective communication and should never be compromised. The brand’s wordmark is flexible eough to be used in various ways. Black & White
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White logo on black background
White logo on pink background
2 Colors Reverse Pink Background
2 Colors Reverse Blue Background
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LOGO MISUSE
To ensure the identity’s strongest impact, please do not modify or distort the logomark. The uses shown on the right are all unacceptable treatments to the logomark. Logo being stretched
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Logo placed in inappropriate angle
Reverse background with logo in wrong colors
Reverse background with logo in wrong colors
Tag-line placed in inappropriate position
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TYPOGRAPHY
AVENIR NEXT D I S P L AY T Y P E
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Didot Italic Secondary Type AB C D EF GH I J KL M NOP QR S T UVW X Y Z a bc d ef g h i j k l m n o p q rs t u v wx y z 0123456789
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In order to support our vision of bringing a modern and sophisticated look to our brand, we decided to use Avenir Next and Didot Italic for our signature typography. Avenir Next is used for headlines because of its clean lines, legibility, and understated look that help it stand out. Didot Italic is used for body copy to compliment Avenir Next because of its elegant and classic look.
C O LO R PA L E T T E
Pantone 709 C R: 240 G: 94 B: 118
Pantone 707 C R: 247 G: 179 B: 192
Our color palette consists of two shades of pink, white, and a royal blue. It is loosely inspired by Parisian scenery and the colors of the French flag. These colors are used to achieve maximum visual contrast. PMS 709C is our primary color, while PMS 707C and PMS 2955C are used to support it.
Pantone 2955 C R: 24 G: 56 B: 98
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SECONDARY VISUALS
CHARACTERS & ICONS
For the secondary elements, we created characters that are the personification of our brand. They breathe life into Ooh La Crème’s core values: elegant, sophisticated, chic. They help build a visual foundation to support and strengthen our brand. Each character is accessorized by a set of luxurious icons that represents their lifestyle as well as the essence of Ooh La Creme.
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Claire embodies the elegance of Ooh La Crème. Her well polished, sharped and classic look is reflected in the careful and elegant presentations of our desserts. We believe dressing up your food helps stimulate your visual senes and triggers your appetite.
SOPHIE Sophie is chic, modern and always ahead of the trends. She is an expression of our attitude and ambiance: fun, lively and current.
CHARLES Charles represents the sophistication of Ooh La Crème. He has refined taste and an appreciation for good food. Like Charles, we only aim to craft the highest quality ice cream using the finest ingredients.
PAT T E R N S
The secondary patterns should be used thoughtfully so that it don’t overpower the logotype and other secondary elements. Patterns can be applied to: inside of take out box, tissue paper for ice cream cones and gift bags, menus, wallpaper.
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APPLIC
AT I O N S
PAC K AG I N G
BUSINESS CARDS
MENU
PRINTS
APPENDIX
LOGO Logo_full_color.ai (pg. 21) Logo_horizontal_lockup. ai (pg. 23) Logo_black_white.ai (pg. 23) Logo_white_text_black_background.ai (pg. 23)
Logo_white_text_pink_background.ai (pg. 24) Logo_blue_text_pink_background.ai (pg. 24) Logo_pink_text_blue_background.ai (pg. 24)
SECONDARY VISUALS claire.ai (pg. 33) claire_icon_set.ai (pg. 34) sophie.ai (pg. 35) sophie_icon_set.ai (pg. 36) charles.ai (pg. 37)
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charles_icon_set.ai (pg. 38) claire_pattern.ai (pg. 39) sophie_pattern.ai (pg. 40) charles_pattern.ai (pg. 40)
A P P L I C AT I O N S Business Cards.ai (pg. 43) Menu.ai (pg. 44) claire_poster.ai (pg. 47)
charles_poster.ai (pg. 47) sophie_poster.ai (pg. 48) all_character_poster.ai (pg. 48)
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