BRAND IDENTITY GUIDE 2022
TABLE OF CONTENTS 01 INTRODUCTION......................5 project preview design overview
02 BASIC ELEMENTS....................11 color palette typeface logo - black & white + ratio - master logo - logo variations - clear space & minimum size - restrtictions
03 STATIONERY DESIGN............21 letterhead envelope business card cd cover & disc project folder mockup
05 PACKAGING DESIGN.........43 takeout box - box details
ice cream pint flat designs mockups
06 MERCHANDISE..................53 ice cream cups takeout bag shirt
07 CREDITS..............................58 mockups images
04 SIGNAGE DESIGN...................31 entrance sign directional signs menu hours flavors
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INTRODUCTION project preview design overview
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PROJECT PREVIEW
Ice cream parlors have been enjoyed by people of all ages for decades. Cloud Nine Creamery aims to add to the timeless tradition of ice cream parlors being delicious and friendly places to visit, while adding our unique touch of our brand. I want the brand concept to show that this ice cream parlor will be a trendy place while being family accessible. The Cloud Nine Creamery brand will have a focus on having a family friendly, cute aesthetic that will allow people of all ages to enjoy. This will be emphasized by pastel color palettes and bubbly, friendly illustrative assets to be used in the brand and decor.
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DESIGN OVERVIEW
The brand’s intention is to be friendly, cute and fun. It will focus on soft imagery, with illustrative uses of clouds to encourage an adorable yet dreamy feel. The colors represent soft sky colors to further the aesthetic the brand is expressing. The design goal is to have an ice cream parlor that not only has delicious treats, but also has fun and pretty decor to appreciate and take pictures with. We strive to make a place for our brand among the many ice cream places in the valley. These illustrative icons will be utilized with the brand which will allow for different kinds of merchandise and appeal to different tastes of the audience. This aspect of the brand is intended to appeal to children, teens and young adults. The feelings I want the logo and brand to invoke are happiness, contentment and affability. The brand will be strongly designed as well to help imply quality with the brand, which in turn will encourage more people to visit the parlor.
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BASIC ELEMENTS color palette typefaces logo black & white + ratio master logo logo variations clear space & minimum size restrictions
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COLOR PALETTE
Cloud 9 Creamery’s color palette features an array of pastel colors with a focus on blue for its color scheme. The general feel is a mixture of soft blues and white, named Morning Blue, Cloudy Days and In the Clouds respectively, to accentuate the cloud aesthetic of the ice cream parlor. Toasty Cone and Waffle Cone are the colors of the cone in the logo to better show that Cloud 9 Creamery is an treats place.
In the Clouds
Morning Blue
Cloudy Days
Toasty Cone
Waffle Cone
CYMK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX: #ffffff
CYMK: 18, 12, 0, 0 RGB: 201, 212, 247 HEX: #c9d4f7
CYMK: 41, 32, 0, 0 RGB: 150, 163, 219 HEX: #96a3db
CYMK: 13, 44, 71, 0 RGB: 219, 153, 94 HEX: #db995e
CYMK: 2, 29, 0, 0 RGB: 245, 189, 143 HEX: #f5bd8f
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TYPEFACES
Cloud 9 Creamery’s logo is Quicksand Bold with an outline. The creamery part is also bold but without an outline. It is a sans serif font and its variations are used throughout Cloud 9 Creamery’s designs. This typeface is round and friendly in aesthetic while still being a clean looking font. This is to help with the aesthetic of the ice cream parlor being a friendly yet trendy, social media-esque place. The used ones are Quicksand Bold, Medium and Regular. Bold and Medium are used for headers while Regular is generally used for body text.
Quicksand Bold
Quicksand Medium Quicksand Regular
AaBbCcDdEeFfGgHhIi JjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz 0123456789
AaBbCcDdEeFfGgHhIi JjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz 0123456789
AaBbCcDdEeFfGgHhIi JjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz 0123456789
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SYMBOL DESCRIPTIONS 1.
3. 2.
1. The main symbol is an ice cream cone to represent the nature of the brand. This immediately gives viewers impression of an ice cream shop. 2. The cone has six lines distributed within to better represent the nature of the symbol being an ice cream with a waffle cone. 3. A “9” is within the symbol so that Cloud 9 can be easily read by viewers. The nature of the logo and ice cream top having same thickness adds to this.
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BLACK & WHITE + RATIO
32x
5x
8 ¾x 0.7x
x
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MASTER LOGO
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LOGO VARIATIONS
The logo can be in black or white to accommodate different merchandise and use. For backgrounds on the white and black versions of the logo, they must be ultilized in a way that allows for the logo to be easily readable and able to stand out. The color palette can be used as background color for the white iteration of the logo.
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CLEAR SPACE & MINIMUM SIZE
x
x
0.5”
2”
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RESTRICTIONS
Do not use colors outside of palette and variations
Do not move the symbol outside of it’s designated master logo spot
Do not remove the symbol from the logo
Do not distort, stretch, and/or skew the logo
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STATIONERY DESIGN letterhead envelope business card cd cover & disc project folder mockup
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LETTERHEAD
8.5” 3.8” 1.4” 1” 3.5”
11”
6.5” 0.5”
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ENVELOPE
9.5” 0.25” 0.25” 1.25”
2.85”
4.125”
9.5”
1.35”
4.125”
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BUSINESS CARD 3.5” 0.5”
0.9”
2”
1.2”
2.5”
3.5” 0.2” 0.3”
2”
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CD COVER & DISC
4.75”
4.7”
2.5”
0.5” 1”
0.5”
4.75”
4.7”
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PROJECT FOLDER
9”
12”
7.25”
2.5” 0.25” 0.25”
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18” 9”
12”
5.5”
1.5”
4”
1”
8.85”
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MOCKUP
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04 SIGNAGE DESIGN entrance sign directional signs menu hours flavors
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ENTRANCE SIGN
2.5’
4’ 3.825’
5.4’
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DIRECTIONAL SIGNS
2’
3’
2.825’
5.4’
2.92’
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MENU 2.4’
CUPS & CONES
SUNDAES
FLAVORS
4.2’
MILKSHAKES Small Medium Large
4 5 7
TOPPINGS
Cherry Sprinkles Cookie Crumble Peanuts Gummy Bears
1 1 1 1 1
GOODIES
7.2’ 5.4’
3.6’
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HOURS SIGN
Hours MONDAY - FRIDAY 10AM - 7PM SATURDAY 10AM - 8PM
2’
SUNDAY 10AM - 6PM
1’
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5.4’
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FLAVORS SIGN
3.825’
5.4’
2.5’
3.2’
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05 PACKAGING DESIGN takeout box - box details
ice cream pint flat designs mockups
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TAKE OUT BOX Exterior
4”
3”
6”
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Interior
4”
3”
6”
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TAKE OUT BOX Box Details Eating tip when eating out of take out box
Facts about the company
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Hashtag to encourage social media use
Slogan on top flap
Flavor text on bottom and inside of box
Place for worker to check off what treat that was bought
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ICE CREAM CONTAINER
3.5”
4”
3.5”
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06 MERCHANDISE ice cream cups takeout bag shirt
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CREDITS MOCKUPS Main Entrance Mockup
Stationery Mockup
Shirt Mockup
Hours Sign Mockup
https://mockups-design.com/rectangle-sign-mockup/
https://mockups-design.com/free-hanging-tshirt-mockup/
Takeout Box Mockup
https://creativemarket.com/incybautista/986759-Salad-Food-Box-Packaging-Mockup
Ice Cream Pints Mockup
https://www.graphicpear.com/3-ice-creamcups-mockup/
https://graphicburger.com/stationery-mockup-wood-edition/
https://www.hazardmockups.com/product/ hm-logo-006-free
Flavors Sign Mockup
https://www.freepik.com/free-psd/largeboard-mockup-outside-shop_3763820. htm#query=indoor%20signage%20mock%20 up&position=18&from_view=keyword
Ice Cream Pint Mockup
https://www.graphicpear.com/ice-cream-paper-cup-mockup/
Ice Cream Cups Mockup
https://www.graphicsfuel.com/2015/09/icecream-cups-psd/
IMAGES https://www.pexels.com/photo/assorted-flavor-ice-cream-in-display-shelf-selective-focus-photography-1352278/ https://www.pexels.com/photo/four-persons-holding-ice-cream-1528012/ https://www.dezeen.com/2017/07/18/nendo-designs-store-interior-look-like-melted-icecream-cake-tokyo-japan/
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ALE TRANTHAM Copyright @ 2022 GRC 420 Spring 2022 Cloud 9 Creamery Style Guide