Smuckers Rebrand - GSM

SMUCKER’S Graph ic s Sta nd a rd s M a nu a l

November 2015

Table of Contents Introduction 1

Color Specifications 13

Corporate Signature 2

Smucker’s Image Categories

Signature and Tagline 3

Photography Style 15

Clear Space 4

Illustration Overview 16

Color Palette 5

Product Showcase 17

Typography 6 Tone of Voice 7 Original Logo Usage 8 Original Logo Restricted Usage 9 Revised Logo Usage 10 Revised Restricted Logo Usage 11 Bringing Tone of Voice to Life

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Introduction We advertise to promote our selected tasks and works to the proper audiences to in-turn make more profit. From a design standpoint, the goal is to communicate identities and deliverables that properly represent our clients, acquisitions, corporations, and customers. We have a strong desire to reach a form of visual recognition and intimacy between our products, projects, concepts and designs. As a designer i have been tasked to modernize the Smuckers brand, while maintaining its historical significance and essence because these are the key working elements that have helped it survive and thrive over a century.

Our Audience is America, all ages from all walks of life. Specifically ages 18-80, we aim to tend to the customers who choose to purchase our delicious products. Our audience shares our common goal, bringing families together with our products presence during meals. Today, Smuckers takes advantage of new business opportunities as it always has, but in extension, as we grow, we are committed to preserving our culture and history, as well as promote a continuous mutual atmosphere that all of America can stand behind. We want our consumers to appreciate our corporation by connecting them together with shared memorable meals and moments. As our world modernizes further, many different variables change the typical traditional shopping experience. For more than 100 years, Smuckers has been making life more fruitful by bringing you delicious fruit spreads and smiles. With more than 40 varieties, from the Apple Butter of their roots to their ever-popular Strawberry Preserves, they’ve got a flavor for just about everyone.

The world is constantly improving and building upon itself, It’s a mechanism corporations use to adjust and prepare for coming and trending times. As we modernize our brand and innovate upon previously decided innovations, we aim to sync overall brand identity with the new and upcoming generations. The new modernized design aspects will represent the prestige and vintage appeal of the original design, so that no working elements are discarded.

Smuckers has had a successful design and presence within supermarkets and grocery stores all over America, but as the devices and tools we use as designers improve and complex, so too does packaging. Smuckers has an extremely historical and vintage aesthetic, but from a design standpoint, that design has only been applicable for the previous 115 years, the 19th century appealing to that distinct culture and time. We now live in the modern world, full of innovations and creative solutions that transcend our previous design applications. In order for Smuckers to continue to thrive and grow as a brand, I propose a redesign with the goal of accentuating the historical appeal of the Smuckers Fruit Spread while improving design aesthetics and modernizing imagery used within.

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Corporate Signature The Smucker’s® signature is the heart of our identity. It’s the first way we connect to our customers, and it’s imperative that we use it correctly everywhere it appears. These three components are carefully drawn artwork and should never be redrawn or altered.

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Signature with Tagline The signature with tagline has three components: the bone and circle symbol, the coffee whisp and the Dingo’s logo type.These signature components are carefully drawn artwork and should never be redrawn or altered.

horizontal configuration

vertical configuration

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Clear Space By leaving ample space around the signature, it stands out. Clear space is measured by the x-height of the logotype, shown as “x� in this exhibit. The minimum clear space must always be 1x on all sides of the signature. When possible, increase this amount for even more visibility.

The same clear space rules apply to all configurations and variations of the signature.

1x

1x

1x

1x

1x

1x

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1x

1x

1x

1x

1x

1x

Color Palette Color plays a prominent role in all of our communications and is one of the cornerstones of our graphic vocabulary. It is a visual element that quickly identifies our design system. The colors in this palette are the only colors that may be used.

SMUCKERS’S RED

SMUCKER’S DARK RED

C: 2 M: 20 Y: 95 K: 0

C: 26 M: 100 Y: 100 K: 26

SMUCKERS’S GREEN

SMUCKER’S DARK GREEN

C: 78 M: 0

C: 73 M: 36 Y: 84 K: 24

Y: 100 K: 0

SMUCKERS’S YELLOW

SMUCKER’S PURPLE

C: 2 M: 20 Y: 95 K: 0

C: 73 M: 92 Y: 0 K: 0

SMUCKERS’S BLACK C: 0 M: 0 Y: 0

K: 100

Primary color palette, solid

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Typography Rockwell is our primary typeface and should be used for all communications. Aharoni is our secondary typeface. Use it where it is not possible to use our primary typeface.

Rockwell

Sutro

typeface

typeface

ABCDEFGHIJKlmnopqrstuvwxyz 123456789

ABCDEFGHIJKlmnopqrstuvwxyz 123456789

ABCDEFGHIJKlmnopqrstuvwxyz 123456789 ABCDEFGHIJKlmnopqrstuvwxyz 123456789 ABCDEFGHIJKlmnopqrstuvwxyz 123456789

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Tone of Voice Think of the Smucker’s® brand as a living, breathing human being. Brand attributes make up personality; design acts as a wardrobe; messaging defines what Smucker’s® says. In the same way, tone of voice reinforces this distinct personal style. It is not what Smucker’s® says, but how; it is about communicating in a way that is unmistakably Smucker’s®.

Tonal attributes

Experiential attributes

These core attributes work together to create

We express these core attributes in what we

a distinct tone, which we express through

offer and how we deliver, rather than

language and style:

in how we sound:

Friendly

Reliable

Be welcoming. Write as if speaking. Keep

The service we deliver

your words bright, simple and familiar.

Imagine that you are chatting with your

Innovative

customer over a cup of coffee.

The products we sell

Enthusiastic

Flexible

We are full of life, bringing together

Our open, responsive approach

enthusiasm and a sense of purpose. Our style is dynamic, rallying, a call to action.

Paint a picture with your words. Explore the unexpected.

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Original Logo Usage The Smuckers label is available in only one form, with alternating frame colors among flavor selections. Type must be centered within the orchard sign, to preserve the vintage essence of the brand, as well as activate ample white space balance with such a dominant typeface.

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Original Logo Restricted Usage Do not use scanned copies, website logos or “homemade” versions. Colors must never be modified from original pairings as stated previously (see revised logo usage). logo placement must never vary.

SMUCKER’S

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Revised Logo Usage The revised Smuckers label is available in only one form, with alternating frame colors among flavor selections. Type must be centered within the orchard sign, to preserve the vintage essence of the brand, as well as activate ample white space balance with such a dominant typeface.

10

Revised Logo Restricted Usage Do not use scanned copies, website logos or “homemade� versions. Colors must never be modified from original pairings as stated previously (see revised logo usage). logo placement must never vary.

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Bringing The Tone of Voice to Life

Target audience Consumer Key concern: I need to be in touch with everything that matters to me, right when it matters.

Small Business Key concern: I need to be free to work faster and smarter to ensure my success.

Enterprise Key concern: I need to unleash the creativity and genius of my organization to bring greater value to our customers and investors.

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Message

Do Say...

You can have everything.

You have always been a Smucker’s VIP, even if you didnt know it.

Dont Say...

Color Specifications

C: M: Y: K:

Yellow is associated with joy, happiness, intellect, and energy. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy.

C: M: Y: K: C: M: Y: K: C: M: Y: K: C: M: Y: K:

Green, the color of life, renewal, nature, and energy, is associated with meanings of growth, harmony, freshness, safety, fertility, and environment.

Red, the color of blood and fire, is associated with meanings of love, passion, desire, heat, longing, lust, sexuality, sensitivity, romance, joy, strength, leadership, courage, and vigor.

C: M: Y: K:

Purple combines the calm stability of blue and the fierce energy of red. The color purple is often

C: M: Y: K:

Black is stable, solid, supporting and demanding.

associated with royalty, nobility, luxury, power, and ambition.

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Smucker’s Image Categories Photography Residential and business:

Illustration Combining product, photography and illustration as a secondary element or expression of the sales piece Product Display Showing product on its own, with photography and with illustration

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Photography Style

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Illustration Overview

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Product Showcase

Billboards

Business Cards

Containers

T-Shirts

Bus Stop

Magazine

Website

Establishment

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