Welcome
Welcome At the Killer Brownie® Company, we are known for having impeccable standards when it comes to the quality of our brownies. These same standards are applied to our brand design and all Killer Brownie® marketing materials. A consistent eye for aesthetic detail will give your customers a peek into the sweetness they will undoubtedly discover. Inside you will find helpful information and best practices regarding our beloved brand. If you have any questions, please contact Jessica Uttinger, Director of Marketing & Creative Services, at jessica@killerbrownie.com.
Brand Guide
People First All efforts revolve around our people. Our partners, teammates and community are the core focus of what we do. Yes, we make the world's most delicious brownies, but more than that, we build moments of sincere joy. From logo design to color choices, we seek to communicate that life is about being here in this moment. Now for the design...
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Logos
Brand Guide
Logos
Brand Guide
Primary Logo Our primary logo was crafted from a combination of the fonts EloquentJFPro and Bicyclette Light. EloquentJFPro harkens to the days of hand-painted signs, an era where most people crafted food with their hands. The font Bicyclette Light marries that nostalgia with a touch of the minimalistic design preferences of today. At The Killer Brownie® Co. we are friendly and welcoming, but our serious commitment to quality is strict. A lower case font was chosen to communicate approachability and playfulness, yet features a sharp serif that will remind customers of our standards in the baking industry
Trademark Notice "Killer Brownie" is the registered trademark of Killer Brownie, Ltd. We love our name! When "Killer Brownie" is seen on a product, we want your customers to know they can trust that product to represent the quality standards we hold so dear. Please always use the registered trademark symbol (®) after writing the words "Killer Brownie". Note: The trademark singular is Killer Brownie® and the plural is Killer Brownies®.
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Logos
Secondary Logos 1. Straight line This logo is to be used in place of the primary logo when the proportions of the design require a straight line logo instead of a stacked one.
Brand Guide
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2. Minimalistic icon This is the main icon to be used in the secondary logos. May be used to communicate a clean and modern aesthetic, or as an overlay on dark photos. 3. Solo icon The solo icon may be used for applications where a bounding circle is not appropriate. 4. Stylistic icon This icon may be used to communicate a more masculine or vintage aesthetic.
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Typography
Typography Typography is the clothing that our words wear. No matter what it is we are communicating, the brand identity should remain strong and apparent. With consistent and thoughtful use of these chosen fonts, our typography has the power to solidify our message of friendliness, joy, and warmth. ELOQUENTJFPRO Use primarily for headlines Flourishes are encouraged on uppercase letters when they are to the left of the letterform.
Brand Guide
EloquentJFPro AB CD EF GHIJKLM NOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v
w x y z
Bicyclette A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
BICYCLETTE Headlines and body copy Use to compliment EloquentJFPro or our logos when a more minimalist aesthetic is required. BIG MOORE Headlines and body copy Use when a more classic aesthetic is required and for large bodies of text.
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Color Palette
Brand Guide
Color Palette Our brand colors will connect psychologically to your customers in a way that words can not.
Charcoal Neutral Black c
Midnight Blue 5395 c
Gray Blue 543 c
Linen #f4f4f5
Caramel 131 c
Dark Chocolate Black 4 c
Our primary color, a soft gray blue, is associated with trust, loyalty, wisdom, and sincerity. It is deeply associated with a sense of calm and well-being. While the complimentary color of caramel orange is associated with joy, warmth, creativity, and openness. The remaining colors in our palette are linen, dark chocolate, midnight blue, and charcoal. They serve to compliment and/or contrast our main colors and will help to stimulate the eyes and mind. They hint at the depth of emotion that weaves throughout our brand story.
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Illustrations & Icons
Brand Guide
Illustrations We want your customers to sense our long history of high quality products and sophistication. Using vintage illustrations helps to convey that messaging.
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As a quick and easy reference for customers, we use icons as a visual key to showcase the premium ingredients that make our brownies so delightful.
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Textures
Textures We use textures to help bring depth to design. Raw ingredients like caramel and shaved chocolate compliment natural materials like linen, burlap, and marble. Textures like aged baking sheets, crinkled wax paper, and white-washed brick remind us of things we might have found in our grandmother's kitchen — harkening back to our nostalgic taste and fresh-baked quality.
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Brand Guide
Last Bites Crafting the world’s most delightful brownies is a journey paved in love. From the first scents of chocolate rising from the oven, all our efforts are focused on this simple goal — to bring you and your customers joy.