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Contents VISION Brand Identity Prism Brand Direction

SECTION 01: BRAND ASSETS Logo Colors Typography

SECTION 02: BRAND PHOTOGRAPHY General Imagery Direction

SECTION 03: DIGITAL ASSETS Brand Graphic

SECTION 04: STATIONERY Company Name Card Company Letterhead Company Envelope Company Email Signature Company Apron Company Paper Bag


Brand Identity Prism PHYSIQUE

PERSONALIZATION

Quality Gifts Natural Product Special

Unique Love & Care Elegant

RELATIONSHIP EXTERNAL AUDIENCE

Personalizaed Friendship & Love

REFLECTION People who cherish their friends enough to make sure they get the best memorable and unique gifts.

CULTURE Product Selected With Passion Credibility & Competence Loyal & Confident towards endorsed brands

SELF-IMAGE Giving the best premium, dedicated gift love & care for others.

INTERNAL INTERNAL TEAM


Brand Direction

External Brand Authenticity

Differentiation

Presence

Relevance

Understanding

Frenshi sells premium girfts and products not easily available in local Malaysia market.

Frenshi is driven by uniqueness and dedication towards their products which are selected with love and care.

Frenshi is focus on having its presence in shopping area where people are browsing or searching gifts or unique item to buy.

Unique and special gift which cost reasonably well.

The value of the brand is to love and care as it products are gift which is essentially a token to those they care.


Brand Direction

Internal Brand Clarity

Commitment

Responsive

We love and care for our people and customers. Their gift presentation and overall quality reflect the dedication and effot poured in the gifts.

Staff and employees must be dedicated towards providing the best gift there is.

Frenshi is willing to coorporate and expand its product range but is subjected to the background and nature of the other companies.


Brand Direction Core Brand Message

Love & Care

Design Elements

Unique & Memorable

Workmanship & Craft

(dedication)

(special)

(quality)

We prepare our products with love and care and believe that it will reflect these values to the buyer and recepient of the gift.

Our products and handpicked to be unique, hence making us providing memorable tokens, special to our customers.

Our products have a certain benchmark for quality so that our customers can enjoy quality and unique gifts.

Minimalist

Natural

Humanize Usage of water colour pastels and other handwritten fonts as basic to show how human this brand is.

To focus on unique and memorable product, we will minimize noise making the products the hero.

Usage of paper texture, white beige and wood elements as well as nature picture to show craft and workmanship element.


Overview “Frenshi� Overview Frenshi Shop is an online concept store to promote finest products and services through E-Commerce platform with all right reserved by Frenshi. We are the Premium Brand Merchant Company to distribute a portfolio of imported finest brands with exclusive right to promote and sell its products and services to Malaysia premium outlet companies.


Logo Overview Logo Overview ‘Frenshi’ is a combination of a gift box and also a ribbon to represents the meaning of giving presents to precious friends or family. The ribbon is created with ‘f’ character and also the combination of alpha and omega which are christian symbols.

Square

Ribbon

α

Ω

Alpha

Omega


Logo Grid Logo Grid A logo grid or construction guide is a popular

Vertical

starting point for many designers looking to create a logo. The use of a grid system,

1X 4X

especially for a design that might often render at extreme sizes which is either very large or small to help you create something that has visual harmony, an organized aesthetic and purposeful

0.5 X

design.

X 0.25 X

Horizontal X 0.5 X


Logo Clearspace Full Color Logo

Vertical

A logo should always maintain a specific amount of empty space to provide a good visual separation of element and ro work within the layout. X 0.25 X

X 2X

Horizontal X 0.5 X

X 2X


Logo Colors Logo Colors ‘Frenshi’ masthead color are basically golden. Gold has the meaning of luxury and love. Brown is used for the tagline. Brown has the meaning of stability. Both of these colors can convey the philosophy of the masthead directly.

CMYK

C : 22

M : 32

Y

: 60

G

B : 118

K : 0

RGB

R : 202

: 169

PANTONE 466 C

CMYK

C : 47

M : 61

Y

: 83

G

B : 42

RGB

R : 94

PANTONE 462 C

: 69

K : 44


Logo Colors Full Color Logo

Black and White / Monotone Color


Logo on Backgrounds Logo on Backgrounds ‘Frenshi’ masthead color are basically golden. Gold has the meaning of luxury and love. Brown is used for the tagline. Brown has the meaning of stability. Both of these colors can convey the philosophy of the mastheade directly.

Standard Full Color

On Primary Color

On Full Black

The logo must be displayed in full colours whenever possible. This is best displayed on full white background.

The logo must be displayed in full colours whenever possible. This is best displayed on full white background.

The tagline can also be white out which works in contrast with the main logo variation. This variation can only be used on a full black background.

On Background Image

On Light Color

On Secondary Color

Full white logo can be used on colourful background as long as its visibility is not affected.

The logo must be displayed in full colours whenever possible. This variation can be applied on light color background.

Full white logo can be used on secondary color background as long as its visibility is not affected.


Logo Application (Incorrect Usage) Common Logo Misuse

X

X

X

To maintain the consistency and integrity of “Frenshi� Masthead, there are some guidelines are used as reference to avoid incorrect usage of the logo. Below are some of the preventive ways to avoid

Do not distort the logo.

Do not rotate the logo.

Do not add shadow to the logo.

logo incorrect usage: X

Do not change the element of the logo.

X

Do not split the element of the logo.

X

Do not remove the element of the logo.


Primary Color Primary Logo Colour Guideline Our primary logo colour palette is what we feel is the strongest impression of our brand. We highly suggest that the “Frenshi� logo be used in its primary form.

Gold is our primary brand colour which we feel best represents our brand stability and integrity. It also portrays the luxury experience that we wanted to give our customer as well as the love.

C : 22 Brown has the meaning of stability. It is also loyal, trustworthy and dependable in a practical and realistic way.

CMYK

CMYK

M : 32

Y : 60

C : 47

M : 61

Y : 83

G : 69

B : 42

RGB

RGB

R : 202

K : 0

G : 169

PANTONE 466 C

B : 118

R : 94

PANTONE 462 C

K : 44


Secondary Color Secondary Logo Colour Guideline This version of the “Frenshi” logo compliments the primary logo. The secondary version is designed for situations, where the logo needs to stand out visually and must have more

CMYK

C : 0

CMYK

M : 18

Y : 21

K : 0

RGB

R : 252

C : 7

M : 12

Y : 47

G : 215

B : 151

K : 0

RGB

G : 214

B : 193

R : 238

PANTONE 699 C

PANTONE 7402 C

CMYK

CMYK

dominance. This can be the case with signage or branding of POSM.

C : 26

M : 96

Y : 66

K : 18

RGB

R : 160

C : 64

M : 61

Y : 65

G : 57

B : 52

RGB

G : 40

B : 66

R : 61

PANTONE 194 C

PANTONE Black 7 C

CMYK

CMYK

C : 81

M : 31

Y : 100

K : 19

C : 60

M : 66

Y : 74

G : 37

B : 28

RGB

RGB

R : 53

K : 54

G : 117

PANTONE 340 C

B : 91

R : 49

PANTONE Black 4 C

K : 71


Primary Typeface Use for Print Our typeface is designed exclusively for “Frenshi”. Its name is “Butler”. We have two

Use Butler Medium For Titles

Headlines

1

different weights - Regular and Semi Bold.

And Use Aileron Semibold For Subheadlines

Subheadlines

2

Butler Medium should be used in every version

AIleron Regular is used as body text or when there is a requirement for large amounts of text.This font weight is the most legible with sufficient leading, making it ideal for reading.

of the “Frenshi” logo and header Aileron Regular are used for body content text while Semibold for Subheadlines.

Butler

1

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Aileron

2

3

A BC DEF GH I J KL M NO PQ R S T U V W X Y Z a b c d ef g hi j k l m n o p q r s t u v w x y z 123 4 5 6 7 8 9 0

Cramping the font decreases legibility, hence why, we suggest that the body copy have an extra 30 to 40 percent leading from the point size. e.g. 30pt leading for a 20pt font.

Body Content 3


Secondary Typeface Use for Digital Media Online Aside from traditional print usages, we also promote the Butler and Aileron font usage across all digital media whenever possible to ensure consistency.Alterations of this font to another set of typography is possible with sufficient reason and explanation. Please contact us for further clarification.

Butler ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

required - such as in Powerpoint presentations,Arial Regular in Bold should be used.

Butler Medium

And Use Aileron Semibold For Subheadlines

Aileron Semibold

Aileron

Lorem ipsum dolor sit amet, consectetur adipiscing elit.Quisque eu libero ex. Donec sit amet euismod arcu.

A B CD EFG H I JKLM N O PQ RS T U VW XY Z abcde fgh ij k lmn opqrs tu v wxyz 1234567890

Donec fringilla in massa at vehicula. Interdum et malesuada fames ac ante ipsum primis in faucibus. Nullam dapibus urna eget odio commodo dignissim.

Use for Powerpoint In cases where a standard system font is

Main Headline: Butler

Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Main Headline: Arial

Aileron Regular

Bold

Lorem ipsum dolor sit amet, consectetur adipiscing elit.Quisque eu libero ex. Donec sit amet euismod arcu. Donec fringilla in massa at vehicula. Interdum et malesuada fames ac ante ipsum primis in faucibus. Nullam dapibus urna eget odio commodo dignissim.

Regular


General Imagery Application Overall Preferred Image Direction “Frenshi� promotes luxury experience with love and care. Besides, it also promotes user to communicate with family and friends by giving loves. Therefore images accompanying the brand should be natural, comfortable and warm. We do not encourage the usage of images with an obvious marketing push.


General Imagery Application Incorrect Image Direction

X

X

X

X

Avoid using pictures that don't appear decisive, and are generic in nature.


Brand Graphic Brand Graphic To further brand expression, we created a set of complimenting graphics that seamlessly glue unique elements of our brand to the logo itself. These additional graphics may be used to enhance cognitive impact of the brand on our audiences.

This brand graphic is derived from the logo itself. This can be use as breakline to show different parts of information.

This brand graphic applicable from the basic diamond shape of the logo can be apply at different design such as packaging design, name card design and more.


Brand Graphic Packaging Design These are some of the ways we can apply these patterns and graphics. Patterns applicable from the basic diamond shape of the logo for packaging design.


Brand Graphic Imagery These are some of the ways we can apply these patterns and graphics.


Brand Graphic Imagery These are some of the ways we can apply these patterns and graphics.


Company Name Card Name Card Managing Director Size: 90mm x 54mm Front 5mm

31.5mm

Back

17mm

31.5mm

5mm

5mm

5mm

5mm

27mm

43mm

10mm

5mm

5mm 10mm

CAVIN NG

13.5mm

13.5mm

Butler Medium 10pt

Managing Director

24mm

Aileron Regular 7pt 7mm Aileron Regular 7pt

M +6016 7112881 E cavin.ng@frenshishop.com.my

17mm

17mm

Aileron Regular 7pt

20mm

13.5mm

Aileron Regular 6.5pt

13.5mm

www.frenshi.com.my 5mm

5mm

Aileron Semibold 6pt Aileron Regular 5pt

FRENSHI (JM0507599-W) No. 16, Jalan Jaffar, 81900 Kota Tinggi, Johor.

5mm

5mm Aileron Regular 6pt C : 22 M : 32 PANTONE 466 C

C: 7 M : 12 Y : 47 PANTONE 7402 C C : 22 M : 32 PANTONE 466 C

Y : 60

K : 0

K : 0

C : 47 M : 61 PANTONE 462 C

Y : 60

Y : 83

K : 0

K : 44


Company Name Card Name Card Business Licensee Size: 90mm x 54mm Front 5mm

31.5mm

17mm

Back 31.5mm

5mm

5mm

5mm

5mm

27mm

5mm

5mm

10mm

LIM SAW HONG

13.5mm

13.5mm

43mm

10mm

Butler Medium 10pt

Business Licensee

24mm

Aileron Regular 7pt 7mm

Aileron Regular 7pt

M +6012 6367828 E kioskmelaka@frenshishop.com.my

17mm

17mm

Aileron Regular 7pt Aileron Regular 6.5pt

20mm

13.5mm

13.5mm

www.frenshi.com.my 5mm

5mm

Aileron Regular 6pt Aileron Semibold 6pt Aileron Regular 5pt

Business Licensee Partner NDF SKINCARE ENTERPRISE (UT0016784-H) K01 Service Kiosk @ Aeon Bandaraya Melaka

5mm

5mm

Aileron Regular 6pt C : 22 M : 32 PANTONE 466 C C: 7 M : 12 Y : 47 PANTONE 7402 C C : 64 M : 61 Y : 65 PANTONE Black 7 C

K : 54

K : 0

C : 47 M : 61 PANTONE 462 C

Y : 60

Y : 83

K : 0

K : 44


Company Letterhead Letterhead

10mm 14mm

29mm

82mm

51mm

14mm 10mm

10mm

10mm

10mm

16mm FRENSHI (JM0507599-W)

22.5mm

No. 16, Jalan Jaffar, 81900 Kota Tinggi, Johor. E : CustServ@frenshishop.com.my W : www.frenshi.com.my

8mm

Arial Bold 11pt

CR8 Consultancy Sdn Bhd 5-3, Jalan Kenari 19a, Bandar Puchong Jaya, 47100 Puchong. Selangor, Malaysia.

Arial Regular 10pt

21 MARCH 2017

20mm

Arial Bold 11pt Arial Regular 10pt

TITLE OF THE LETTER

10mm Dear Sir,

10mm

Arial Regular 10pt

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum interdum sollicitudin vestibulum. Nam scelerisque efficitur rhoncus. Vivamus fringilla tincidunt risus ac bibendum. Integer sed eleifend erat. Cras volutpat accumsan condimentum. Sed vel sodales quam. Suspendisse potenti. In commodo metus non odio laoreet, ut sollicitudin sem hendrerit. Cras aliquam facilisis odio, at commodo sem maximus eu. Aliquam erat volutpat. Mauris ex neque, gravida a ante a, tincidunt scelerisque neque. Vivamus hendrerit quis mi et sagittis. Etiam aliquet fringilla nisl a tempor. Pellentesque sagittis condimentum commodo. Aliquam pretium nisl et lectus dignissim, non laoreet ligula pharetra. Aenean metus tellus, semper id ornare quis, accumsan vitae enim. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum interdum sollicitudin vestibulum. Nam scelerisque efficitur rhoncus. Vivamus fringilla tincidunt risus ac bibendum. Integer sed eleifend erat. Cras volutpat accumsan condimentum. Sed vel sodales quam. Suspendisse potenti. In commodo metus non odio laoreet, ut sollicitudin sem hendrerit. Cras aliquam facilisis odio, at commodo sem maximus eu. Aliquam erat volutpat. Mauris ex neque, gravida a ante a, tincidunt scelerisque neque. Vivamus hendrerit quis mi et sagittis. Etiam aliquet fringilla nisl a tempor. Pellentesque sagittis condimentum commodo. Aliquam pretium nisl et lectus dignissim, non laoreet ligula pharetra. Aenean metus tellus, semper id ornare quis, accumsan vitae enim.

I Trust and Love You

10mm


Company Envelope Envelope Size: 242mm x 128mm

Front 24mm

26mm

19mm

Back 173mm

C : 22 M : 32 PANTONE 466 C

24mm FRENSHI (JM0507599-W)

20mm

No. 16, Jalan Jaffar, 81900 Kota Tinggi, Johor. E : CustServ@frenshishop.com.my W : www.frenshi.com.my

Arial Bold 10pt Arial Regular 9pt

24mm

20mm

I Trust and Love You

10mm

Y : 60

K : 0


Company Email Signature Email Signature

Serif Bold Normal (RGB 102, 102, 102)

Cavin Ng Managing Director M +6016 7112881 E cavin.ng@frenshishop.com.my FRENSHI (JM0507599-W) No. 16, Jalan Jaffar, 81900 Kota Tinggi, Johor. www.frenshi.com.my I NTEGRITY

B U SI N E SS , I N SP I R E D P E O P L E S

Serif Bold Large (RGB 68, 68, 68) San Serif Bold Normal (RGB 68, 68, 68) Serif Regular Normal (RGB 102, 102, 102) Serif Regular Normal (RGB 102, 102, 102) Serif Regular Normal (RGB 102, 102, 102) Serif Regular Normal (RGB 102, 102, 102) Serif Bold Normal (RGB 102, 102, 102)


Company Apron Apron Front

Front

Back Finishing

C : 64 M : 61 Y : 65 PANTONE Black 7 C

K : 54

C : 22 M : 32 PANTONE 466 C

K : 0

Y : 60


Company Paper Bag Paper Bag Ribbon : 68cm (L) x 2cm (W) C: 7 M : 12 Y : 47 PANTONE 7402 C

K : 0

C : 47 M : 61 PANTONE 462 C

K : 44

Y : 83

www.frenshi.com.my

C : 22 M : 32 PANTONE 466 C

Y : 60

K : 0

C : 47 M : 61 PANTONE 462 C

Y : 83

K : 44


Company Paper Bag Paper Bag

www.frenshishop.com.my


Paper Bag Diagram Paper Bag Diagram Size: 6” (W) x 8.5” (H) x 2.5” (G) Ribbon Width: 22mm /25mm Color C : 22 M : 32 PANTONE 466 C

Color Y : 60

K : 0

C : 47 M : 61 PANTONE 462 C

Y : 83

C: 0

K : 44

2 cm

M: 0

Y : 30

K : 0

2 cm

2 cm

2 cm

21.6 cm

21.6 cm

6.35 cm

6.35 cm

15.24cm

3.175 cm 3.175 cm

15.24cm

3.175 cm 3.175 cm


Paper Bag Diagram Paper Bag Diagram Size: 8.5” (W) x 12.25” (H) x 3.25” (G) Color

Color

C : 22 M : 32 PANTONE 466 C

2.5cm

Y : 60

K : 0

C : 47 M : 61 PANTONE 462 C

Y : 83

C: 0

K : 44

M: 0

Y : 30

K : 0

2.5cm

4cm

4cm

38.1cm

38.1cm

13.97cm

13.97cm

27.94cm

27.94cm

6.985cm

6.985cm

6.985cm

6.985cm


Brand Checklist The following is a brief brand checklist to ease your review. For more detailed information about each item, please refer to the complete brand manual above. This list is a summary of key brand elements, but does not include all possible marketing material applications. For additional support, please contact us. LOGO

COLOUR

Are You Using The Correct Logo ? Are You Following The Clear Space Guidelines ?

Are you using the proper Gold color in accordance to the brandguide?

Are You Placed The Correct Logotype On Different Type Of

Is Frenshi’s Gold the most used color in the collateral?

Background ? Are You Following The Guidelines Around The Logo Don’ts ? TYPEFACE

PHOTOGRAPHY

Are You Using Frenshi's Primary Typeface Butler For Print & Website

Are You Using Photography That Emphasize The Tranglo

Or Alternate Typeface ?

Brand Personality (Humanistic And Nature In Feel) ?

Are You Following The Typeface In Use Rules COLOUR

Are You Adding Rectangle with Outline To Your Photography ?

Are you using the proper Gold color in accordance to the brandguide? Is Frenshi’s Primary color the most used color in the collateral?


Company Packaging Gift Box Diagram Box Size: 24cm (W) x 10cm (H)

Cover Size: 25cm (W) x 15cm (H)

C: 7 M : 12 Y : 47 PANTONE 7402 C 25 cm

24 cm

6 cm 4 cm 10 cm

5cm

1.5 cm 25 cm 2 cm 24 cm

K : 0

C : 47 M : 61 PANTONE 462 C

Y : 83

K : 44


Company Packaging Gift Box Diagram Box Size: 24cm (W) x 10cm (H)

Cover Size: 25cm (W) x 15cm (H)

6 cm 4 cm 5cm

1.5 cm 25 cm 2 cm 24 cm

Y : 83

K : 44

C : 22 M : 32 PANTONE 466 C

Y : 60

K : 0

25 cm

24 cm

10 cm

C : 47 M : 61 PANTONE 462 C


Company Packaging Gift Box Series Size: 23.5cm (W) x 23.5cm (H) For Beige

For Brown


Company Packaging Gift Box Mock Up Normal Use


Company Packaging Gift Box (Season Series)


Company Packaging Gift Box (Season Series)


Frenshi - Brand Manual  

Frenshi Shop is an online concept store to promote finest products and services through E-Commerce platform with all right reserved by Frens...

Frenshi - Brand Manual  

Frenshi Shop is an online concept store to promote finest products and services through E-Commerce platform with all right reserved by Frens...

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