C A R R I E VA N D E S S E RT B A R CarrieVan is an exciting new business that is selling this unique Taiyaki Ice Cream. Indeed, it is the first in Australia to sell Taiyaki from a 1950s retrofitted vintage Australian caravan known as a “carapark”. This is a first! The appeal is a funwaffle cone filled with a smooth soft serve and adorned with all your favourite toppings. Soft serve is having a revival not just in Asia but right across Australia and you don’t want to miss out on this cool comeback! Kitschy desserts are moment making and a fav on insta! CarrieVan wants to put a smile on your face as you gobble with glee your de-lish fish! It’s o-fish-ally the catch of the day and just fintastic!
BRAND GUIDELINES Following these guidelines will ensure that the logo is used in a way that upholds aesthetic standards and keeps The CarrieVan brand looking professional and consistent.
KITSCH JA PA N E S E TWIST
TA I YA K I ICECREAM C A R AVA N
I N S P I R AT I O N Taiyaki is believed to have originated in Tokyo during the Meiji era (1868 – 1912). Taiyaki translates to ‘baked sea bream’ and is a delicious Japanese fish-shaped cake. It is now one of Japan’s most beloved cakes, made with waffle or pancake batter and usually filled with sweet red bean paste. Over the years, however, there has been a little modification. The Taiyaki Fish has been reshaped into a waffle ice cream cone, filled with soft serve and sprinkled with toppings. Making this fish an instragram-able hit as a quirky dessert all over the world!
MINIMUM SIZE
The smallest the logo should be scaled to is 1 inch high (in keeping with logo preportions)
P R I M A RY LO G O
CarrieVan’s Primary Logo is a word mark with a colourful and kitsch semi-circle arching above. The bold and sharp serif font is simple and easy to read, while remaining fun and playful. The rainbow arch not only signifies sweet treats and colourful toppings, but the wheel of the caravan/food truck that is at the core of the CarrieVan Brand. Hints of the Japanese Taiyaki Twist have also been incorporated through the use of a Japanese fish scale pattern. This is the main logo to be used across primary brand applications. As The CarrieVan trademark it is important that the logo always be applied with care and respect in every application according to these guidelines.
V E RT I C A L LO G O
This logo can be used for purposes where a vertical display required.
S E C O N DA RY LO G O S
The CarrieVan secondary logos can be used in replacement of the Primary logo in certain situations. The primary logo should never be used directly next to a secondary logo, as it will seem repetitive. The tagline can be used with or without the primary logo but should be used carefully as a graphic accent, to explain more clearly what CarrieVan offers. The fish symbols can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the symbols could be used on instagram as the username will be adjacent to the display image in plain text.
H O R I Z O N TA L LO G O
These horizontal secondary logos can be used in narrow spaces or for documents like invoices.
TAG L I N E
This tagline works well when it is not obvious to the audience what CarrieVan is offering.
SY M B O L S
These symbols are signify the Japanese element to the CarrieVan Brand. They can be scaled down or scaled up as a decorative piece to entice curiousity.
These icons can be repurposed in many ways - e.g. to represent different flavours of ice cream on a menu board or website
C O LO U R U S AG E Their are a few colour combinations or options for the CarrieVan logos. The Primary Logo colours of red and turquoise are not to be altered. This colour combination however can be applied flexibly to the secondary logos and other branding material. When possible please display the Primary Logo on a white background. If you wish to display the logo in block colours dark navy or cream are preferable to black and white. When using the Primary logo over a darker background the sticker version is required.
C L E A R S PAC E
To ensure legibility always keep a clear space around the logo. This space isolates the mark from any compteting graphic elements that lessen the impact of the mark. The minimum clear space is defined as the width of the CarrieVan wordmark. This space should be maintained as the logo is proportionately resized.
U N AC C E P TA B L E U S AG E To maintain the integrity of the brand do not rotate, skew or distort the logo in anyway. This includes adding any new elements to the design or adding any effects like dropsadows or colour. Here are some examples of how NOT to use the logo.
A. USE HIGH RES FILES ONLY
B. DON’T SQUASH OR STRETCH
C. DON’T ADD ELEMENTS WITHIN LOGO CLEARSPACE
D. DON’T RESIZE ANY PART
E. DON’T REARRANGE PARTS
F. DON’T ADD GRAPHICS
G. DON’T USE OFF BRAND COLOURS
H. DON’T ADD DROPSHADOWS OR TEXT EFFECTS
I. DON’T CONTAIN LOGO IN A BOX WHEN USING ON BLOCK COLOUR OR IMAGE.
P H O TO B AC KG R O U N D There are many ways the logo can be used on photographic backgrounds , but each option should be exercised with care, by making sure the logo and type aren’t obstructed by the image.
TIPS
Use Quality Relevent Images Use a colour overlay from the selected palette with the logos Do n ot p l a ce a l og o o n a n i ma g e wi t h ou t u s i ng a n ove r l a y or a s t i c k e r ve r s i on of t h e l o g o
TYPOGRAPHY Typography is a powerful brand tool when used consistently. Eagle represents the quirky and modern feel of the brand and should be used for all headings and larger scale applications.
E AG L E book
ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789
C O LO U R PA L E T T E
TURQUOISE CMYK: 68, 0, 36, 8 RGB: 96, 170, 164 Hex: #60aaa4
Colour is an integral part of The CarrieVan Brand.
Pantone: Pantone P
Consistent use of the colour palette will not only
127-13 U
reinforce the cohesiveness of the brand, but it also serves an underlying purpose of communi-
RED
cating a certain feeling to the target market.
CMYK: 0, 86, 70, 0 RGB: 214, 78, 73
The bright tones represent the kitsch aspect of the brand while the subtler supportive tones represent the Japanese aspect. Turquoise is cold and refreshing. Red catches your eye and makes you hungry.
Hex: #d64e49 Pantone: Pantone P 110-7 U
N AV Y CMYK: 87, 75, 46, 51 RGB: 35, 46, 63 Hex: #232e3f
Navy pairs well with the key brand colours and is a softer alternative to black. Cream is for Ice Cream, and is a softer alternative to white.
Pantone: Pantone P 103-16 U
CREAM CMYK: 1, 2, 9, 0 RGB: 252, 248, 238 Hex: #fcf8ee Pantone: Pantone P 127-7 U
BRANDING MOCKUPS
These mockups are to showcase the potential of the new CarrieVan brand. These are just simple examples and not representitive of actual stationary, uniforms or merchandise.
UNIFORMS
F O O D S E RV I C E P R O D U C T S
w ww.carrievan.com
@carrievandessertbar
@carrievandessertbar