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sinc e

19 6 2


l a u n a M d n a r B


t n e t n o C introduction the signature

clear space & minimum size Color Variation Incorrect Usage

Visual Identity Color Typography Secondary graphics

Tone of Voice Photography Applications


n o i t c u Introd Baking since 1962, Sembawang Bakery never failed to satisfy the tastebuds of many. Famous for their traditional traffic light cake, Sembawang Bakery only uses the freshest ingredients imported from Australia. Breads, cakes and kaya are freshly baked and made everyday. Made with Love and Specially for You.


e r u t a n g i S e h T


Sembawang Bakery is a valuable asset, an expression of faith and a demonstration of market confidence, permitting us great freedom of action in reaching our goals. Like the flag of a nation, our corporate logotype and secondary graphics are inviolable, untouchable, and ultimate. They must never be combined with any other graphical element except for the ones in the brand manual. Accordingly, it would be a serious infringement for another company to borrow our logotype, secondary graphics, or parts of these for use in trademarks, campaign symbols or other devices.


e

Clear spac

As described in section 1.3, to maximize the visual impact of the corporate identity, an area of minimum clear space must be maintained around it. Exceptions are made only in the case of unforeseen circumstances such as independent publications joint or corporate sponsors.

X X

X X

The area marked ‘x’ in the diagram denotes the minimum clear space area around the corporate identity. ‘X’ = height of the “O” in Sembawang Bakery logo.


e z i S m u m i Min >17mm (H)

<17mm (H)

Due to the design characteristics of the Sembawang Bakery logo, the size at which it may be reproduced has been limited. We want it to be visible and clear. If the corporate identity is smaller than 17mm (H), the identity can be used without the type â&#x20AC;&#x153; SINCE 1962â&#x20AC;? as illustrated on the left.


n o i t a i r a V Color

Perferred version

Reverse version

Without the 3 colored stripes

Reverse version

Reverse version


e g a s U t c e Incorr

Do not change any of the graphic elements. In this example, the logotype has been disproportionately resized.

Do not place the corporate identity on a colorful or complex photographic background. Please ensure when using the identity on a photographic background that the identity is clear and the minimum clear space is respected.

Do not rearrange the corporate symbol or any other element in the signature. In this example, all the elements have been rearranged.

Do not Change the color of the 3 colored stripes or the main corporate identity.


y t i t n e d I l a u s i V


s

r o l o c e t a r corpo Pantone 184C C 0 M 61 Y 41 K 0 R 243 G 117 B 121 Pantone 3268C C 90 M 0 Y 49 K 0 R 0 G 174 B 158 Pantone 107C C 0 M 4 Y 79 K 0 R 255 G 234 B 83 100% Black

On this page are the specifications, which make up the 4 corporate colours within the identity. Always be sure to match the correct colours when applying the identity. To achieve the best results, it is mandatory to use the Pantone colours specified in this manual. Reserve the use of process colours for items that specifically require them.


typeface GoBold ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*()_+{}:”>?

Garamond Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+{}:”>?

GoBold

VWXYZ U T S R Q P {}:”>? JKLMNO I + _ H ) G ( F * E & D ^ ABC 0 !@#$% 9 8 7 6 5 1234

The consistent and correct use of these typefaces is crucial in maintaining the long-term uniformity of the brand. GoBold has been chosen to be the standard typeface use by Sembawang Bakery. We recommend the use of these corporate typefaces to enforce the corporate branding, although an exception can be made for materials for special events and promotions.

To create this typeface treatment, simply shear the type to 10% and rotate it at 7 degree.


S C I H P A R G Y SECONDAR Using the secondary graphic symbol. The secondary graphic symbol should be used with discretion at all times. However, it may also be used as a separate relevant promotional image such as banners, signage, clothing, packaging and other visual communication items. The creation of background patterns or decorative designs by repetitive use of the secondary graphic can be used to create various communications. Corporate colors and guidelines should be respected at all times In cases where a softer rendering is desired, the secondary graphic can be reproduced using a percentage color tint of the primary colors.


e c i o v f tone o


Warm Our words are light on the page. We avoid clichĂŠs and jargon. We show empathy when things go wrong. Passion We talk or write with passion because we love what we are doing. We are approachable. Sincerity We show that we genuinely care for our customers and we are willing to go an extra mile for them. fun & Engaging avoid using serious tone, it should always be lighthearted and cheeky.

E

G A U G N A L D BRAN

Understanding your audience and addressing them appropriately is key to all brand communications. It is our intention to spend more time in making sure that our tone of voice has a lightness of touch and ease that works well for customers at each point of their journey with us. We will talk with one brand personality but just as in life, that one personality should be able to span informality, professionalism and warmth as appropriate.


y h p a r g photo


Product Photography is a valuable tool in inspiring informing and illustrating meaning in any given communication piece. Sembawang Bakery aims to bake the freshest and tastiest breads and cakes for the consumers. Do not over style or over prop. Props if used, should inform or add context and depth. The product image should be precise focusing on the cakes and bread that are going to be featured. The images can be fun, bright and colorful. If the pictures are in black and white, please incorporate the 3 colored stripes to give it a pop! The examples in the next few pages will showcase some of the ideas that you can explore and have fun!


S N O I T A APPLIC


S

D R A C S S E N I BUS

Sembawang Bakery business cards are high-use, highprofile items and play an important role in creating an impression in the mind of the recipient. As well as being informative, a business card reflects the professionalism and quality of our business. Extra attention should be taken in producing them. om gbakery.c n a w a b m Road www.se Beach 01-4869, # , 6 K C O BL 190006 Singapore 65 T: 6295 39

All business cards should consistently follow the format described below. Please observe all color, size and typography guidelines to ensure that cards are reproduced exactly to specifications. SPE C I F IC AT ION

LYDIA TANER AG

SHOP MAN www.sem

akery.com bawangb

Beach Road 01-4869, BLOCK 6, # e 190006 Singapor 65 T: 6295 39

SI Z E 9 x 5cm

PA PE R S T O C K 310 g sm C o a st e r B o a r d

T Y P O GR A PH Y Na me G oB ol d 15 pt

COL OR 4 C X 1C

Details G oB ol d 10 pt

F I N I SH I NG D ie c ut t o s i z e S p ot U V on m a i n lo g o


d

letterhea Dear Mr Toh, Ut wisil enim ad minim veniam, quis nostrud tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor dolor sit amet, consectuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo consequat. Dula lobort eum zzril deleore minim facilit nuilt te face libe. Lerom in ex veoillum sed diam laoreet magna erat volutpat laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo.Ut wisil enim a d minim veniam, quis nostrud t incidunt u t laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor dolor sit amet, consectuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo consequat. Dula lobort eum zzril deleore minim facilit nuilt te face libe. Lerom in ex veoillum sed diam laoreet magna erat volutpat laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo. Ut wisil enim ad minim veniam, quis nostrud tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor dolor sit amet, consectuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo consequat. Dula lobort eum zzril deleore minim facilit nuilt te face libe. Lerom in ex veoillum sed diam laoreet magna erat volutpat laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo. Best regards,

Correspondence with customers and prospects will commonly occurs through letters, hence the need for a well-designed, consistently produced letterhead. In order to convey the corporate identity as desired, all letterheads should follow the format and specifications shown. SPECIFICATION SIZE 210 x 297mm (A4) Details GoBold 10pt

PAPER STOCK 116gsm Brite White Vellum COLOR 4C X 0C FINISIHNG Diecut to size

Body copy Garamond regular 10pt

Diagram is 50% of actual size.

ach Road 1-4869, Be BLOCK 6, #0 e 190006 or ap ng Si 65 T: 6295 39


envelopes

sinc e

1962

Envelopes bearing our corporate identity are an important communication tool. Envelopes may be produced in a variety of specified sizes, and in standard and window-face types with the corporate identity and return address details positioned as shown. When producing window envelopes, care should be taken to position the window so that it does not interfere with the address or corporate identity. Do not deviate from color, size or paper stock guidelines specified here. SPE C I F IC AT ION SI Z E 2 2 0 x 110 m m ( DL) Ad d r e ss G oB ol d 10 pt

ach Road 1-4869, Be BLOCK 6, #0 e 190006 Singapor 65 T: 6295 39

PA PE R S T O C K 116 g sm Br it e W h it e Ve l lu m COL OR 4C F I N I SI H NG D ie c ut t o s i z e

Diagram is 50% of actual size.


g a t f f a t s Apron & The color of the apron should follow the corporate colours and the staff name tag should not be the same colours as the apron.

LYDIA TAN LYDIA TAN LYDIA TAN


akery.com

bawangb

www.sem si nc e

et s y r e n o i t Sta

h Road

ac 1-4869, Be BLOCK 6, #0 190006 Singapore 65 T: 6295 39

1962

Dear Mr Toh, Ut wisil enim ad minim veniam, quis nostrud tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor dolor sit amet, consectuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo consequat. Dula lobort eum zzril deleore minim facilit nuilt te face libe. Lerom in ex veoillum sed diam laoreet magna erat volutpat laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo.Ut wisil enim ad minim veniam, quis nostrud tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor dolor sit amet, consectuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo consequat. Dula lobort eum zzril deleore minim facilit nuilt te face libe. Lerom in ex veoillum sed diam laoreet magna erat volutpat laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo. Ut wisil enim ad minim veniam, quis nostrud tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor dolor sit amet, consectuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo consequat. Dula lobort eum zzril deleore minim facilit nuilt te face libe. Lerom in ex veoillum sed diam laoreet magna erat volutpat laoreet dolore magna aliquam erat volutpat. Ut wisil enim ad minim veniam, quis nostrud ex ea commodo.

since

Best regards,

ch Road 1-4869, Bea BLOCK 6, #0 190006 Singapore 65 39 T: 6295

ch Road 1-4869, Bea BLOCK 6, #0 190006 Singapore 65 39 T: 6295

since

1962

since

nc e si n

1962

1962

1962


packaging Feel free to explore the colors and materials for the packaging. The examples shown here are some of the ideas that we recommen. Please bear in mind that the secondary graphic has to be involved in all packaging to give a consistent look and feel.


freshly baked daily

atering

th w the mou

n o i t a c i l b u P As long as you use the corporate colors, thre are no limitations to what kind of design you do. Dont forget to check out the Tone of Voice and Photography section so that you have a better idea of how the whole identity works and what kind of look and feel we are looking for!



Sembawang Bakery brand manual