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BRAND GUIDELINES


We strive to create something delectable. We don’t stop at good enough. It needs to be indisputably authentic. It needs to be beyond incredible. It needs to be irresistably delicious. It needs to be Scoop of Vanilla.

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Contents

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Company Background. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Target Audience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Typography.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Colours. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Imagery. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Application. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Image Credits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

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Company Background

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Scoop of Vanilla is a modern ice cream parlour. Our start-up company first opened its doors in July 2018. Our ice cream is always fresh and only sourced from local dairy farms. We offer a wide variety of flavours at a reasonable price point. We believe that a combination of exceptional flavour and creaminess make for the perfect scoop of ice cream. Customer satisfaction is our top priority.

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Voice

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We aim to create a comfortable and youthful atmosphere for customers to socialize and enjoy a cold, delicious treat. We recognize the importance of quality. We want our customers to leave our parlour feeling energized. Our company is all about indulgence, enjoyment, and happiness.

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Target Audience

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We know that ice cream is a favourite for people of all ages. We welcome anyone and everyone into our parlours. Our brand is mainly targeted at young adults aged 16 - 25 who love socializing and have disposable incomes. Our modern parlours are the perfect place for high school and college students to get together for a delicious and reasonably priced treat after a hard day’s work.

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Logo

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Our logo features a sleek and modern design. It uses a modified version of the sans-serif typeface “Futura”, which gives the design a clean and smooth finish. The logo features a bright colour palette consisting of magenta, cyan, and two shades of brown. The blue indicates the cold nature of our product. The warmer pink is joyful, appetizing, and stimulates hunger. Both give the logo a refreshing and tasty appearance. The logo features a fun and creative element. In place of the letter “i” in “Vanilla” is an ice cream cone with two scoops. Only by looking closely will the customer notice that the ice cream spells out the initials of the store name: SOV. We hope that our customers share the same sense of ingenuity and exploration. The ice cream icon in the logo should not be separated from the wordmark. They should only be used in conjunction. This may change as the company grows. 13


The minimum size that the logo can be displayed at is 3/4”. Any smaller and the ice cream icon disappears entirely. 3/4”

To ensure that the logo is legible and to avoid crowding, the logo must be isolated using the clearspace. The clearspace minimum is equal to the height of the letter “o” (either one) in the word “Scoop”.

There are four different colour versions of the logo that can be used. The black and white version should only be used if there is only single-colour printing available. 14

The classic logo

White lettering on a White lettering on a magenta background cyan background

The black and white version


DO NOT... • stretch or distort the logo in any way • rotate the logo • change the colour of any part of the logo • place the logo on a vibrating or distracting coloured background • change the ice cream icon to the letter “i” • crop or remove any part of the logo • change the proportions of any part of the logo • add a drop shadow, glow, or any other effects • outline the logo

i

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Typography

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Futura (Condensed Medium) This modern typeface should be used exclusively in the logo.

American Typewriter (Regular) This classic and playful typeface is primarily used for headings, but can be added in other places if necessary to create visual variety and hierarchy.

Helvetica (Regular) This simple and legible typeface is used for body copy and running text.

Helvetica (Light) This simple and legible typeface is used for body copy and running text; it is used in the place of Helvetica (regular) when the design requires a more elegant and refreshing look.

Aa Aa Aa Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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Colours

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Some of these colours are used in the logo. Others are friendly, accompanying pastel colours. They are sweet and inviting. They should be used in all branding for the company.

Primary Colours

Secondary Colours

PMS 219C RGB 224/23/131 CMYK 6/98/9/0 #e01783

PMS 801C RGB 0/152/206 CMYK 100/17/9/0 #0098ce

PMS 0921C RGB 154/231/217 CMYK 36/0/21/0 #9ae7d9

PMS 189C RGB 252/164/188 CMYK 0/45/7/0 #fca4bc

PMS 169C RGB 255/181/171 CMYK 0/37/24/0 #ffb5ab

PMS 521C RGB 167/127/178 CMYK 36/55/4/0 #a77fb2

PMS 469C RGB 106/64/36 CMYK 40/69/87/43 #6a4024

PMS 4645C RGB 175/125/88 CMYK 28/51/70/8 #af7d58

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Imagery

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All imagery must be appetizing and should include ice cream or associated elements. Only natural light may be used. People and hands can be included in the photos, as long as the main focus is the ice cream. Distracting backgrounds should be out of focus. Detailed shots revealing the texture are encouraged. Images may be any dimensions as long as they are rectangular.

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Application

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Our logo can be applied in many forms. Here are some examples of our branding being put to use.

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Image Credits

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These images are solely to be used for compilation purposes during the proposal process. If the client accepts the proposal, then the client must purchase the license for: Front Cover (Backside) - Shallow Focus of Ice Cream on Cone Photo. Credit: Lukas, Royalty-free by Pexels, Located at https://www/pexels.com

Pg. 21 - Woman holding green ice cream. Credit: Anna Ribes, Royalty-free by Unsplash, Located at https:// unsplash.com

Pg. 2 - Woman Holding Ice Cream. Credit: Lukas, Royalty-free by Pexels, Located at https://www/pexels. com

Pg. 21 - Close-up Photo of Person Holding Assortedflavor Ice Cream on Cone. Credit: Lukas, Royalty-free by Pexels, Located at https://www/pexels.com

Pg. 11 - Man hugging woman while holding ice cream. Credit: Brooke Winters, Royalty-free by Unsplash, Located at https://unsplash.com

Pg. 21 - Four Persons Holding Ice Cream. Credit: Daria Shevtsova, Royalty-free by Pexels, Located at https:// www/pexels.com

Pg. 11 - Three people sitting in front of table laughing together. Credit: Brooke Cagle, Royalty-free by Unsplash, Located at https://unsplash.com

Pg. 21 - Selective focus photography of woman holding ice cream in cone. Credit: Aleksander Borzenets, Royalty-free by Unsplash, Located at https://unsplash. com

Pg. 11 - Woman holding ice cream cone at daytime. Credit: JoĂŁo Silas, Royalty-free by Unsplash, Located at https://unsplash.com Pg. 11 - Woman holding ice cream cone. Credit: Parker Johnson, Royalty-free by Unsplash, Located at https:// unsplash.com Pg. 11 - Two men laughing while sitting on chairs. Credit: Helena Lopes, Royalty-free by Unsplash, Located at https://unsplash.com

Pg. 21 - Person holding ice cream in cone. Credit: Elza Kurbanova, Royalty-free by Unsplash, Located at https://unsplash.com Pg. 23 - White printer paper. Credit: Kate Trysh, Royaltyfree by Unsplash, Located at https://unsplash.com Pg. 23 - Hanging Square Wall Sign Board Mockup. Credit: GraphicBurger, Royalty-free by GraphicBurger, Located at https://graphicburger.com

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Profile for Natasha Barrett

Scoop of Vanilla Brand Guidelines  

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