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Mimi Shih Spring 2018 Brand Concept

Brand Guidelines 1

WHO’S HUNGRY

Gulu Brand Guideline


Table of Contents

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Gulu Brand Guidelines

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Introduction

Verbal Identity

System applications

04 Brand Strategy 9 Our Mission 11 Strategy Breakdown

18 19 20 22

Manifesto Tone of Voice Unique Selling Point Tagline examples

51 53 56 57

Facilities Packaging Print Materials Digital

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61

Visual Identity

Endnotes

25 25 26 27 37 41 44

Introduction Keywords Moodboard Logo Typography Color Imagery Gulu Brand Guideline


Introduction

Introduction

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Welcome to Gulu. This is the Gulu brand visual guideline and strategy. These tools and assets help us to focus our communications. This document is more than a sets of rules, it should be the essential touchstone for the Gulu brand.

Gulu Brand Guideline


Brand strategy

Brand Strategy

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Our Mission Strategy Breakdown

Gulu Brand Guideline


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Gulu Brand Guideline


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Gulu Brand Guideline


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Gulu Brand Guideline


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Gulu Brand Guideline


Brand Strategy

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Our Mission Eating healthy is not a hard task

Gulu Brand Guideline


Brand Strategy

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Our Mission Reachable and Fast We provide fresh and healthy breakfast by selling from the vending machine.

Fresh We collect every food bag which exceeds 24 hours to keep our food fresh.

Healthy We provide nutritious food which makes eating healthier a easy task to everyone in the city.

Gulu Brand Guideline


Strategy Breakdown WHO WHAT WHERE HOW WHY WHEN

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Brand Strategy

Who

- People who live in NYC and want to live a healthy life - People who are always in a rush in the morning but want to grab the breakfast in a short period of time, especially students and those who work in the city.

What

- We provide different types of breakfast selling from vending machine in New York City. - We provide healthy breakfast bowls in those areas where there are a lot of students. Also, we sell breakfast in different styles from different countries. We have vending machine mainly sells East asian breakfast, middle east breakfast, and American style breakfast. Customers can choose whichever they want and get it immediately with fresh ingredients inside.

Where

- Gulu stores mostly located in Manhattan starting from the schools and office buildings - Customers can use our Gulu app to find the nearest Gulu vending machine store

Gulu Brand Guideline


Strategy Breakdown WHO WHAT WHERE HOW WHY WHEN

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Brand Strategy

Who

- People who live in NYC and want to live a healthy life - People who are always in a rush in the morning but want to grab the breakfast in a short period of time, especially students and those who work in the city.

What

- We provide different types of breakfast selling from vending machine in New York City. - We provide healthy breakfast bowls in those areas where there are a lot of students. Also, we sell breakfast in different styles from different countries. We have vending machine mainly sells East asian breakfast, middle east breakfast, and American style breakfast. Customers can choose whichever they want and get it immediately with fresh ingredients inside.

Where

- Gulu stores mostly located in Manhattan starting from the schools and office buildings - Customers can use our Gulu app to find the nearest Gulu vending machine store

Gulu Brand Guideline


Strategy Breakdown WHO WHAT WHERE HOW WHY WHEN

13

Brand Strategy

Who

- People who live in NYC and want to live a healthy life - People who are always in a rush in the morning but want to grab the breakfast in a short period of time, especially students and those who work in the city.

What

- We provide different types of breakfast selling from vending machine in New York City. - We provide healthy breakfast bowls in those areas where there are a lot of students. Also, we sell breakfast in different styles from different countries. We have vending machine mainly sells East asian breakfast, middle east breakfast, and American style breakfast. Customers can choose whichever they want and get it immediately with fresh ingredients inside.

Where

- Gulu stores mostly located in Manhattan starting from the schools and office buildings - Customers can use our Gulu app to find the nearest Gulu vending machine store

Gulu Brand Guideline


Strategy Breakdown WHO WHAT WHERE HOW WHY WHEN

How

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Brand Strategy

- Open up stores with our Gulu vending machine: We are going to open up Gulu vending machine stores around the school, starting from The New School, NYU, Columbia, and other colleges in New York City. Later on, we’re going to expand it to those areas near big subway stations so that even the pedestrians on the streets can get the healthy and fast breakfast from Gulu. At the end, We hope that all our customers can reach our vending machines no more than five minutes walk from wherever they are.

Gulu Brand Guideline


Strategy Breakdown WHO WHAT WHERE HOW WHY WHEN

How

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Brand Strategy

- Easy Grab and Go function: Before passing by our Gulu store, customers can order the food in our app and pay it beforehand. When those who already ordered, they need to show the QR code when they pass by the Gulu store. This fastens the overall process so that they can get the breakfast bag in only 15 seconds. - Food tracking system: Since Gulu breakfast hopes to provide fresh food everyday, we create a system in order to track the freshness of our food.

Gulu Brand Guideline


Strategy Breakdown WHO WHAT WHERE HOW WHY WHEN

Why

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Brand Strategy

- We hope that people who are always in a rush can also get a decent breakfast: In NYC, it’s easy for people to grab a coffee with a bagel on the way to work or to school. However, it’s really unhealthy for people live a life like this. Breakfast is an important meal in our daily life. We should take in enough nutrients which will provide enough energy for us. - In order to accustom the our customers’ life in the big city, we provide our breakfast bags in a fast way - vending machine

When

- We’re planning to open our first store in 2018 summer

Gulu Brand Guideline


Verbal Identity

Verbal Identity

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Manifesto Tone of Voice Unique Selling Point Tagline examples

Gulu Brand Guideline


Manifesto

Verbal Identity

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Gulu Brand Guideline


Tone of Voice L U F Y PL A

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Verbal Identity

EN

C I T E ERG

H S E R F

Tone of Voice Pillar Gulu’s TOV combines elements including playful, energetic, and fresh. We hope all our customers can get the positive feeling when enjoy our services and foods.

Gulu Brand Guideline


Unique selling points

Verbal Identity

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Artistic Style Unique style of drawing applied to all kinds of applications.

Gulu Brand Guideline


Unique selling points

Verbal Identity

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Energetic Brand Personality Gulu always creates a feeling of being energetic. Whether using our Gulu app, looking at our packaging or other applications, and the user experience when buying the breakfast from vending machine, it’s easy and playful. Gulu Brand Guideline


Tagline

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Gulu Brand Guideline


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Gulu Brand Guideline


Visual Identity

Visual Identity

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Introduction Keywords Moodboard Logo Typography Color Imagery

Gulu Brand Guideline


Introduction

Visual Identity

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Gulu’s visual style strongly depends on the pastel color illustration in order to create a playful and energetic vibe. It includes handwritten typography, readable fonts for the advertising and printing materials, illustrated icons and patterns. Our goal is to create a balance between illustrations and logo, giving a harmony but interesting feeling to our target audiences. This section will introduce different visual elements and explains how to create balance and contrasts using these elements.

Keywords - Energetic - playful - pastel - morning - cute - fresh

Gulu Brand Guideline


Moodboard

Visual Identity

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Gulu Brand Guideline


Logo

Visual Identity

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Introduction The logo represents the energetic feeling which Gulu wants to share with their customers. Gulu’s logo was designed by a designer illustrated typeface.

Gulu Brand Guideline


Logo

Visual Identity

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Primary Logos

Responsive Logos There are two styles of Gulu logo, they can be used in different ways which will introduce below. For the primary logos, they can be used in both smaller scale and bigger scale.

Secondary Logos

For the secondary logos, they can only be used in larger scale with colored background.

Gulu Brand Guideline


Logo

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Visual Identity

Primary and secondary usage

WHO’S HUNGRY

Logo lock-ups The Gulu’s brand identity is built around the main logo which is a hand lettering type style. In order to create the consistent when Gulu keep expanding the brand, it’s important to design the logo lock-up systems

N.Y.C 2018

New York

Info system usage

Breakfast Bowls New York, 67 Fifth Avenue

New York 67 Fifth Avenue

Style Alternative

WHO’S HUNGRY Gulu Brand Guideline


Logo Applying the logos

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Visual Identity

The logo can be horizontally and vertically center-aligned

Alignment rules: The logos can be aligned in many ways. The following alignment rules are there to help achieve balance and consistency in compositions.

The logo can be horizontally to the left or to the right

The logo can be vertically aligned

Gulu Brand Guideline


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Gulu Brand Guideline


Logo

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Visual Identity

Logo clear space The clear space is defined as the space around the logo. The minimum clear space around the logo is 1x the X height of the logo.

x

Gulu Brand Guideline


Logo

Visual Identity

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Maximum

Logo sizes The Gulu logo can’t be tilted, it should stay in the same proportion. Also, the length of the logo should be at least one inch no matter what kind of application is. There’s no maximum size restriction in order to accomodate to every application.

No restriction Minimum

1 inch Gulu Brand Guideline


Logo

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Visual Identity

Primary usage lock-ups

Logo Lock-ups Using the 11pt capital futural PT font for the measurement, the space between top of the word and the main logo should be 1x alphabet height. Also it should sit in the center from the tail of “g“ to “u“(the last letter).

WHO’S HUNGRY

Futura PT Demi Font size: 11 pt All capitals

Secondary usage lock-ups

N.Y.C 2018

Futura PT Demi Font size: 11 pt All capitals

New York

Futura PT Demi Font size: 11 pt All capitals

Gulu Brand Guideline


Logo

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Visual Identity

Info usage lock-ups

Info System Lock-ups When showing the location or a specific type of vending machine detail at the bottom of the logo, it should be centered in the box.

Breakfast Bowls New York, 67 Fifth Avenue

New York 67 Fifth Avenue

Futura PT Book Font size: 8 pt Leading: Auto Alignment: either align left or centered depending on designer’s choice

Alternative usage lock-ups

Alternative Lock-ups When designing the packaging and printing materials, Gulu logo can be combined in several ways in order to fit different styles.

WHO’S HUNGRY Futura PT Demi Font size: 15 pt All capitals Alignment: left

Hand lettering Alignment: centered

Gulu Brand Guideline


Logo Don’ts

WHO’S HUNGRY

GULU Do not change the typeface

WHO’S HUNGRY Do not fill the background color with the color out of the Gulu color palette

Don’t move the lock-up above the gulu logo

WHO’S HUNGRY

Do not tilt the logo

Don’t change the logo color other than the gulu color palette

Do not make the space between logo and tagline smaller or bigger

Breakfast Bowls New York, 67 Fifth Avenue

Do not add additional decoration to the logo

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Visual Identity

Do not show a fraction of logo

Don’t use demi boldness for information under the logo

Don’t move the lock-up below “g“

WHO’S HUNGRY Do not make the logo smaller than the tagline

New York

Do not align the logo and location at the right or left

Gulu Brand Guideline


Typography

Visual Identity

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Typography Overview Futura PT Book

Hand lettering 1

Who’s hungry Do you hear that gulu sound Futura PT Demi

Hand lettering 2

New York 105 Broadway Gulu Brand Guideline


Typography

Visual Identity

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Hand Lettering 1 Gulu Brand Guideline


Typography

Visual Identity

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Hand lettering 2 Gulu Brand Guideline


Typography

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Visual Identity

Futura PT Futura PT Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-=!@#$%^&*()_+,./<>?

Breakfast Bowls New York, 67 Fifth Avenue

Futura PT Demi

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-=!@#$%^&*()_+,./<>?

WHOâ&#x20AC;&#x2122;S HUNGRY

Gulu Brand Guideline


Color

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Visual Identity

C: 0% M: 82% Y: 5% K: 0% # ff55a0

Introduction Gulu color palette is playful and energetic. It includes four shades which are pink, bright pink, yellow, and blue. They represent the world with colorful scenes where people enjoy their lifes.

C: 0% M: 25% Y: 3% K: 0% # feccda

C: 30% M: 0% Y: 4% K: 0% # aaeefe C: 11% M: 9% Y: 74% K: 0% # f0de60

Gulu Brand Guideline


Color

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Visual Identity

Primary color palette

Color Palette The primary color can be used in any kinds of printing materials, advertisements, packagings, and applications. For secondary color palette, it can be used as decoration, icon color, and main color of several posters and applications.

C: 0% M: 25% Y: 3% K: 0% # feccda

C: 30% M: 0% Y: 4% K: 0% # aaeefe

C: 11% M: 9% Y: 74% K: 0% # f0de60

Secondary color palette

C: 0% M: 82% Y: 5% K: 0% # ff55a0

Gulu Brand Guideline


Color

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Use of white When the background of the logo is ďŹ lled with solid color, the type can use white. It can be used in every printing material, advertisement, packaging, and application.

Gulu Brand Guideline


Imagery

Visual Identity

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Photography Illustration

Photography All the images used for the Gulu brand should have high resolution, with fresh looking food on a solid color background. However, the number of colors for the background are not restricted. It depends on the designerâ&#x20AC;&#x2122;s choice. Additionally, patterns and icons can be added to the imagery.

Gulu Brand Guideline


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Gulu Brand Guideline


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Gulu Brand Guideline


Imagery Illustrations

Visual Identity

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Icons

Illustrations can be applied to every design for Gulu. The style should be simple and clear. All the lines should use monoline brush in procreate or similar brush style in other applications. The color choices for each icon and pattern are restricted in three colors. If the patterns are drawn in white, the background should be a solid pastel color.

Gulu Brand Guideline


Imagery

Visual Identity

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Patterns Combining the icons, gulu can create many patterns. There are two styles including dual colors and single color patterns.

Gulu Brand Guideline


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Gulu Brand Guideline


System applications

Applications

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Facilities Packaging Print Materials Digital

Gulu Brand Guideline


Facility

Applications

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Gulu Brand Guideline


Facility

Applications

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Gulu Brand Guideline


Packaging

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Gulu Brand Guideline


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Gulu Brand Guideline


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Gulu Brand Guideline


Printing Materials Stationery

Applications

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Gulu Brand Guideline


Digital

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Advertisement Screen on Vending Machine Gulu App

Gulu Brand Guideline


Digital

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Gulu Brand Guideline


Digital

Splash Page

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Applications

Gulu App

Main Panel

Map Gulu Brand Guideline


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Gulu Brand Guideline


Endnotes

Endnotes

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The brand guideline of gulu is not only a set of restrictions, but a direction for designers to better express the brand personality which are playful and energetic. Itâ&#x20AC;&#x2122;s an essential touchstone for the Gulu brand.

Gulu Brand Guideline


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Questions?

Gulu Brand Guideline


Mimi Shih Spring 2018 Brand Concept

Brand Guidelines 63

Gulu Brand Guideline

Brand Guidelines for Gulu  
Brand Guidelines for Gulu  
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