Reeves Cake Shop Brand Guidelines

reeves cake shop

Brand Book

This brand book was designed by Martha Arbogast. The book is set in Lato and Trocchi and printed on 80-pound Mohawk Superfine Smooth Ultrawhite paper. Printed by Copy Print, Kent, Ohio.

Content

Our Roots 4 Brand Position Logotype 7 Variations 9 Placement Visual Identity 11 Color and Typography Imagery Guidelines 15 Characteristics Corporate Identity 17 Letterhead 19 Business Card and Envelope Additional Branding 21 Cake Boxes 22 Bags 23 Plate Design 24 Environmental Signage 25 Signage Brand Expression 28 Email Campaign 33 Facebook and Twitter Profiles 35 Print Campaign

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PART ONE

Our Roots

Brand Position

An Akron area tradition since 1976, we are proud to be a family owned and operated bakery. Our cakes, cupcakes, and cookies are baked fresh from scratch with recipes going back in the family for over 80 years. Our goal is to provide a high-end baked goods with a family owned level of comfort.

We believe a quality experience should include the following: Quality All of our baked goods are made with fresh ingredients and baked daily.

Personalization Every ordered bakery item is customized to suit the customer’s specific needs.

Reliability Customer timelines are maintained when working with more involved orders.

We believe that having a consistent brand voice is key to helping our business succeed in its mission.

Brand Personality

We strive to have genuine, engaging experiences with every person we meet, whether they are just stopping in to purchase a dozen cupcakes or trusting us to create their dream white wedding cake.

Our interactions include the following characteristics: Genuine We are trustworthy, kind, and responsive.

Sophisticated We strive to mix elegance with fun.

Friendly We are friendly and eager to help.

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PART T WO

Our Logo

Logotype

Full Color The full color logotype on white is the preferred logotype. The logo must not be stretched or altered in any way. No additional colors or type may be added.

Logo and Type Lockup The full color logotype with the name and address.

reeves cake shop

2770 Cory Avenue, Akron, Ohio 44314

reeves cake shop Full Color Background #ffffff

Lines and Heart #6d6e70

Name #6d6e70

Cake #c5d5eb

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Limited Color and Monochrome Use the limited color version when used on a dark background.

When there is a limited number of colors available or the color quality is questionable use the monochrome version.

reeves cake shop Limited Color — Light

reeves cake shop reeves cake shop Limited Color — Dark

Background #c5d5eb

Lines and Heart #627193

Background #627193

Lines and Heart #c5d5eb

Name #627193

Cake #ffffff

Name #c5d5eb

Cake #627193

reeves cake shop reeves cake shop

reeves reeves cake cake shop shop Monochrome — Light

Monochrome — Dark (Use only when no other alternative)

Background #ffffff

Lines and Heart #000000

Background #000000

Lines and Heart #ffffff

Name #000000

Cake #d1d2d4

Name #ffffff

Cake #000000

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Clear Space The clear space around the logotype on all sides should be equal to the height of the letters for maximum legibility.

Logo Position The logo can be positioned in the center at the top, the right top corner or the bottom left corner of the page.

x

reeves cake shop

x

reeves cake shop

x x

Minimum Size To preserve legibility, the logotype should never be printed smaller than 1 inch and should never appear at less than 50 pixels in all digital formats.

reeves cake shop

reeves cake shop

1 inch

50 pixels reeves cake shop

reeves cake shop

PART THREE

Visual Identity

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Color

Our colors are soft with a strong use of purples and blues.

For bold elements we use deep gray rather than black.

Typography

Two typefaces are used for the brand. Trocchi is primarily used for display type, while Lato is for body copy.

Trocchi Regular

Soft Purple R98 G113 B147 PMS 2109 C44 M30 Y0 K34 Soft Purple

Tint: 60%

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj abcdefghijklmnopqrstuvwxyz Trocchi Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj abcdefghijklmnopqrstuvwxyz Baby Blue R179 G195 B229 PMS 2120 C28 M17 Y0 K0

Lato

Baby Blue

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj abcdefghijklmnopqrstuvwxyz

Tint: 60%

Lato Bold Deep Gray R109 G110 B113 PMS 424 C28 M17 Y0 K0 Deep Gray

Tint: 60%

Pure White

#ffffff

C0 M0 Y0 K0

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj abcdefghijklmnopqrstuvwxyz

Promotional Materials Trocchi is used for headlines and Lato is used for subheads.

For body copy and text smaller than 16pt always use Lato.

Refer to the image below for an example of the style.

Wedding Specials HERE TODAY

Corporate Materials Lato is used for both the headlines and subheads.

Refer to the image below for an example of the style.

Our Roots

An Akron area tradition since 1976, we are proud to be a family owned and operated bakery. Our cakes, cupcakes, and cookies are baked fresh from scratch with recipes going back in the family for over 80 years. Our goal is to provide a high-end baked goods with a family owned level of comfort.

Check out our website for the latest specials for your special day.

Contact or other information would go here.

Headline: Trocchi Bold | 26pt Subhead: Lato Regular | All Caps | 13pt | Tracking 100 Body Copy: Lato Regular | 10pt | Leading 15pt All Text: Center Aligned

Reeves Cake Shop Brand Book

Headline: Lato Bold | 11pt Body Copy: Lato Regular | 6pt | Leading 9pt Main Body Text: Two Column Left Aligned Additional Text: Bottom Centered

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Pattern

Our patterns are used throughout our brand for variation.

Text should not be added to the pattern at any time.

PART FOUR

Imagery Guidelines

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Characteristics

Photographs are a significant part of Reeves Cake Shop’s brand.

Good photography evokes emotions before anything is even said.

Our photography style aims to relfect our sophisticated but fun style. All photographs have the following attributes that make them successful: Close Focus

Blurred Background

Warm Colors

Cropped Close to Subject

Photograph Examples Each of these photographs is a prime example of our brand.

PART FIVE

Corporate Identity

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Letterhead

11 inches

8.5 inches

11 inches

8.5 inches

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Business Card

Envelope

4 inches

6 inches

4.125 inches

9.5 inches

PART SIX

Additional Branding

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Cake Boxes

Bags

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Plate Design

Environmental Signage

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Signage

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PART SEVEN

Brand Expression

Email Campaign

An expansion of the brand can be seen through a targeted email campaign with seasonal promotions and specials.

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Facebook Profile

We build community through our Facebook presence. We share seasonal specials and feature photographs of customers enjoying our bakery sweets.

Twitter Profile

We seek to reach customers of all ages. To engage our customers we share relatable stories that spark discussions on social media platforms such as Twitter.

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Print Campaign

An expansion of the brand can be seen through a print campaign with seasonal promotions and specials.

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