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STODDARD’S  | Brand Identity Guide

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OUR MISSION at Stoddard’s is to see that every customer is greeted with a friendly smile at the window and leaves happy and satisfied. Stoddard’s Frozen Custard is known for its smooth and creamy custard style ice cream. For the past 60+ years, Stoddard’s has provided a quality frozen treat at a fair price, with fresh ingredients, made daily on the premises. Stoddard’s products come in many flavors, and there is always something for everyone.

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IN THIS MANUAL INTRODUCTION

TYPEFACES

PRODUCT MATERIAL

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Stoddard’s Story

14

Primary Typefaces

22 Collateral

5

Brand Voice

15

Secondary Typefaces

24 Flavor Cards 25 Menu Design

LOGO

COLOR PALETTE

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Primary Lockups

16

7

Alternative Lockups

8

B&W Versions

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Clear Space

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Correct Logo Usage

STATIONARY

29 Photography

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Incorrect Logo Usage

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Business Card

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Letterhead

ADVERTISEMENTS

ICON SYSTEM 12

Menu Icons

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Color Scheme

Branding Color Scheme

GRAPHIC ELEMENTS 17

Patterns

20 Envelope 21

STODDARD’S  | Brand Identity Guide

DIGITAL MEDIA 26 Responsive Design 27 Website Layouts 28 Social Media

30 Holiday Ad Campaign

Final Package

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STODDARD’S STORY HISTORY Stoddard’s Frozen Custard is a small, family-owned ice cream business that was established in Kent, Ohio in 1948. We are known for our smooth and creamy custard style ice-cream that is made fresh daily on the premises. We are able to produce our smooth and creamy ice cream due to our old-fashioned custard machines that pump less air into the product. As a result, we stand behind our motto, “we put care – not air – into our custard style ice cream.”

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THE BRAND VOICE INCLUSIVE Anyone, anywhere is welcome to enjoy a treat at Stoddard’s. Friends and family all have a place here. This value emanates through a friendly tone of voice and a cheerful, welcoming brand presence.

FRIENDLY Stoddard’s mission is to see that every customer is greeted with a friendly smile at the window. We want more than just an employee greeting though, we also want them to feel greeted with a smile from our entire brand.

PERSONAL We treat our customers like we treat our family. We want to build a relationship, and maintain it so that it can grow and flourish. Our brand communicates that through direct and personal ideas and campaigns.

INNOCENT We want to bring people back to their childhood and bring them a wave of nostalgia. We want to evoke the same excitement they had as a child buying ice cream. Stoddard’s should be a place to relax and enjoy the company of your loved ones, and not have another worry in the world.

FUN Nothing is more fun than eating ice cream with the people you love most, and we want the customer’s experience with our brand to be the same way. We want to excite and engage them with our brand, and make them look forward to their next Stoddard’s visit.

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PRIMARY LOGOTYPES

1

These are the go-to logos for all brand communications. It’s a trademark to help viewers easily identify the Stoddard’s brand both in the field, and out in the world. It is essential that the logo is always applied with care and respect in every application. 2

3

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ALTERNATIVE LOCKUPS The Stoddard’s brand also has a typographic only mark (#1) and a cropped icon mark (#2). These are to be used on a case by case basis. Both marks are intended to be used particularly in situations where legibility at small sizes becomes an issue.

1

2

The Stoddard’s information lockup (#3) should be the standard when information needs to be listed on any type of form, email, etc.

3

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B&W VERSIONS Black Version When using the Stoddard’s logo on dark backgrounds, simply inverse the logo to a complete white. When color cannot be used, simplify the mark by using all black.

White Version

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LOGO/CLEAR SPACE

1

To ensure the prominence and legibility of the logos, always surround it with a field of clear space. Clear space isolates the logo from competing graphic elements such as text or photography that may divert attention from the logo. The cone icon from the Stoddard’s logo serves as a basis of measurement for the clear space distance around the logo when used.

2

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LOGO USAGE | CORRECT The logo can be placed on a background with one of the colors from the main or secondary color palette, as well as white, black or gray. Here are examples of the logo applied in these instances. The logo can also be placed on images, but there must be enough contrast between the image and logo for acceptable readability. In most instances, the logotype should be used in white when placed on imagery, accept when the background is bright enough for the type to be rendered in color.

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LOGO USAGE | INCORRECT

1

2

3

4

5

6

7

8

The Stoddard’s logo should not be adjusted or edited in any way. Here are some examples of what NOT to do: 1  Do not change the colors of the logo. 2

Do not place elements in the logo clear space.

3 Do not use another Stoddard’s icon as a replacement. 4 Do not condense, expand or distort the logo unproportionally. 5 Do not add a drop shadow, bevel and emboss, outer glow or any other text effects to the logo. 6 Do not adjust the placement of the logo icon. 7 Do not place the logo on top of an image with poor contrast and readability. 8 Do not resize any individual elements of the logo.

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ICON SYSTEM A set of icons were created to represent the items Stoddard’s menu offers customers. These icons may never substitute the main logo, but may be used across the entire brand. NOTE: Do not edit any individual element of the icons.

SCOOPS

SPECIALITY

STODDARD’S  | Brand Identity Guide

WAFFLE CONES

TOPPINGS

MILKSHAKES

KIDS MENU

SLUSHIES

NEW

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ICON SYSTEM | COLOR USAGE The icon system may appear in its traditional color scheme, or in any of the primary or secondary branding colors, as well as black, white and grey.

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PRIMARY TYPEFACES Consistent use of typography helps to make the brand identity strong and cohesive across all applications. The typefaces Gotham Rounded and Gotham were selected to compliment the voice and tone of the Stoddard’s brand. Both typefaces have flexibility built in - there are a range of styles within the font family which allow for future styles to be easily established. Gotham Rounded is the primary typeface used for headlines, sub-heads and captions for Stoddard’s. Gotham is the supporting font, acting as the body copy or alternate sub-head styles.

GOTHAM ROUNDED

Gg

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuzwxyz (.,:;?!@#$%&*) 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuzwxyz (.,:;?!@#$%&*) 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuzwxyz (.,:;?!@#$%&*) 0123456789

GOTHAM

Gg

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuzwxyz (.,:;?!@#$%&*) 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuzwxyz (.,:;?!@#$%&*) 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuzwxyz (.,:;?!@#$%&*) 0123456789

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SECONDARY TYPEFACES Provided are additional typefaces that stylistically pair well with the brand’s foundational typefaces on the previous page.

OPEN SANS

Aa

Verdana A good option when the primary brand font, Gotham Rounded and Gotham, or Open Sans, is unavailable and instead a standard font must be used.

STODDARD’S  | Brand Identity Guide

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuzwxyz (.,:;?!@#$%&*) 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuzwxyz (.,:;?!@#$%&*) 0123456789

NOTE: These should only be used when the primary typefaces are unavailable. Open Sans This is your second go-to typeface when the primary brand font is unavailable. It’s a websafe font with lots of flexibility built in.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuzwxyz (.,:;?!@#$%&*) 0123456789

VERDANA

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuzwxyz (.,:;?!@#$%&*) 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuzwxyz (.,:;?!@#$%&*) 0123456789

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COLOR PALETTE The consistent use of color helps to make the brand identification strong and cohesive across all applications. The pinks and creams serve as the primary brand colors and should be used on all business collateral and applications. The blues and oranges serve as the secondary colors, and should be used as accents. White, black and gray are also allowed to be used in combination with these colors.

IDENTITY COLORS | PRIMARY CMYK: 1, 73, 3, 0

RGB: 236, 107, 173

HEX: EC6BA3

CMYK: 17, 81, 19, 0 RGB: 205, 85, 137

HEX: CD5589

CMYK: 3, 27, 46, 0

RGB: 242, 190, 142 HEX: F2BE8E

CMYK: 15, 36, 61, 0 RGB: 216, 166, 115

HEX: D8A673

In applications, the lighter pink should be predominantly used, with the lighter cream serving as a secondary color.

BRAND COLORS | SECONDARY CMYK: 56, 45, 40, 8 RGB: 119, 123, 130

HEX: 777B82

CMYK: 67, 65, 49, 34 RGB: 78, 72, 84

HEX: 4E4854

CMYK: 0, 40, 37, 0

RGB: 247, 170, 148 HEX: F7AA94

CMYK: 2, 76, 75, 0 RGB: 236, 98, 72

STODDARD’S  | Brand Identity Guide

HEX: EC6248

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SPRINKLE GRAPHIC PATTERN The Stoddard’s sprinkle pattern can be used on a variety of different collateral all across the brand. The pattern should be used alone, with no type or imagery placed on top. The pattern should primarily be used with a light pink background as shown, however, a white background can be used as a secondary pattern. NOTE: This pattern also inspires the short rule line element used across the branding. The rule line element is meant to represent the sprinkles used in this pattern.

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STATIONARY | BUSINESS CARD

2”

The standard layout and orientation for all employee business cards. Business cards are designed to be the standard U.S. size of 2 x 3.5” set in vertical orientation.

3.5”

FRONT

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BACK

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8.5”

STATIONARY | LETTERHEAD The standard layout and orientation for all business letterheads. The letterhead is designed for the standard U.S. letter paper size of 8.5” x 11” set in portrait orientation.

11”

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STATIONARY | ENVELOPES

9.5”

All business letters should be sent with a company envelope. The envelope is designed for the U.S. standard business #10 envelope size of 9.5” x 4.125”.

4.125”

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FINAL STATIONARY PACKAGE

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COLLATERAL Various collateral created to expand the Stoddard’s brand. Materials include carry-out bags, aprons/ employee uniforms and ice cream containers. The following page includes merchandise collateral such as t-shirts and buttons that customers may purchase.

NOTE: Customers who receive the ice cream cup with a golden crown at the bottom receive a free small cone for their next visit.

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MENU DESIGN

4”

FLAVOR DESCRIPTIONS

Menu design and flavor description cards created for Stoddard’s customers.

Banana

#1 flavor for the past 60 years. Made with real bananas.

Black Cherry

Cherry custard with real black cherry halves.

Blue Moon

It’s a mystery flavor. It’s whatever you think it is.

The description cards are designed to be 4” x 10.25” and should be printed on at least 100lb cardstock.

Butter Brickle

Vanilla mixed with crunch & Heath bar.

Butter Fudge

Lite fudge flavor. Another long-time favorite.

Cocoa Banana

Chocolate with real fresh bananas & crunch.

Chocolate

Rich, creamy chocolate

Crazy Lady

Vanilla with pecans, crushed nuts & Spanish peanuts.

Crunch

Vanilla mixed with crunch kote.

Graham Road

Vanilla with graham pieces & mini marshmallows.

Maxy Tracks

Vanilla with brownie & praline pieces.

Mud Pie

10.25”

Chocolate/Coffee with chocolate chunks & Oreos.

Nickers

Vanilla with Snickers bar.

Nutty Coconut

Coconut with almonds & pecans.

Praline Crunch

Vanilla with pecans & crunch kote.

Pretzel Crunch

Vanilla with pretzel pieces.

Rocky Road

Chocolate, pecans, chocolate chunks & marshmallows.

S’mores

Vanilla, graham & chocolate chunks, with marshmallows.

Spiderman

Blue moon & strawberry ice cream combined.

Sticks & Stones

Vanilla with pretzels & mini chocolate peanut butter cups.

Toffee Bits

Vanilla mixed with Heath bar.

Strawberry

Made with real, fresh strawberries

White House

Vanilla mixed with maraschino cherries.

Vanilla Butter

Vanilla mixed with Butterfinger.

Vanilla

Smooth, classic, french vanilla

New Releases

STODDARD’S  | Brand Identity Guide

Customer Favorites

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DIGITAL MEDIA | WEBSITE New layout design for the Stoddard’s website. Design is responsive and will adapt to devices of varying screen sizes (i.e. mobile phones, tablets, desktop computers).

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DIGITAL MEDIA | SOCIAL GRAPHICS Creating a social media platform that carries out the brand consistently is crucial to a memorable and successful identity. Provided are social media graphics that can be used for Facebook, Twitter, etc.

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PHOTOGRAPHY USAGE The photography used will help carry Stoddard’s brand and company message. Provided are examples that help portray the Stoddard’s image. In general, photography should be bright, colorful, and evoke a sense of happiness and innocence.

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ADVERTISEMENTS Campaign to attract more customers to Stoddard’s in the winter and during the holiday season.

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FINAL SERIES

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Stoddard's Brand Guide  

Brand guideline book created for Stoddard's, an ice cream and frozen custard shop. Included is new identity mark, logo system, stationary pa...

Stoddard's Brand Guide  

Brand guideline book created for Stoddard's, an ice cream and frozen custard shop. Included is new identity mark, logo system, stationary pa...

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