chocolate covered rebrand manual

Design Brief 6

Research 7

Signature 10

Stationery 20

Applications 30

Table of Contents

6

Chocolate covered is a local chocolate store that sells chocolates from all over the world They sell

different flavors of chocolate such as spicy, salty and bacon flavored They are located in Noe Valley on 24th street and Castro and they were established in San Francisco This store exists to help Bay Area residents to experience chocolate from different regions of the United States as well as the world This is also a great way to experiment with different brands verses the traditional brands most people are aware of Chocolate Covered has earned great respect because of the large amount of brands of chocolates they offer In fact the reason they opened this store was because they wanted to expose people to many different brands of chocolate They have about 350 different types of chocolates

Design Brief

7

ResearchCOMPETITIVE ANALYSIS CHART

GD2252 Corporate Identity October 11, 2004

Corporate Company Main Competitor REDesigned Brand

Type

Use

Consistency

Typeface

Focus

Consistency

Presentation

Message

Consistency

Message

Associations

Consistency

Key Words(Some not all)

Example:

CORP

ORA

TEM

ESSA

GE

INFO

&

PRES

ENTA

TIO

N

STYL

E &

D

ESIG

N

LOG

O

InformalContemporaryEclecticRenewedSophisticated Modern RetroFeminine

Playful (Bright, Neon Colors)

Informal (Logo=all lowercase)

Playful QualityInternationalBoldTraditionalConservativeUpscaleConsistent

Attentive StructuredIconicSymbolicAppealingSimplisticMinimalisticDecorative

Chocolate Covered Chocolate CoveredGhirardelli

Type

Straight type

yes

Combo

a mark

yes

mark

yes

serif

people with love of chocolates

yes

boring

make people feel comfortable and intimate

yes

to expose people to many brands of chocolate from differnet countrys and regions N/A

yes

to keep selling chocolate that people have become familiar with and love.

N/A

yes

sans serif

chocolate lovers (cakes, beverages, chocoalte pieces)

yes

serif

lovers of chocolate from all parts of the world.

yes

simple but straight to the point.

make people feel relaxed and to enjoy chocolate.

yes

make people understand what we are selling and to open peoples minds to new chocolates.

N/A

yes

nothing out of the ordinary

make people want to eat chocolate

yes

May 4, 2010

The Signature

Clear Space

Construction

Minimum Size

Misuses

Typography

Color

Signature

10

The Signature

The concept behind this logo design was to depict the company and how it has many flavors and

brands of chocolate I was also going for a very iconic image of what most people recognize as chocolate

I played with many iconic images of chocolate but found that the most recognizable style of chocolate was the chocolates you receive in boxes This worked perfectly because this company also sells boxes for cos-tumers to place the chocolates in

11

Clear Space

In order to set it off from other elements, the signature should always be surrounded by an adequate amount of

clear space The dashed outline surrounding the signature on this page indicates the minimum amount of clear space that must surround the signature in all applications No other element may be present within this space This includes type, illustrations, photos or the edge of the surface on which the signature is displayed Any exceptions require approval prior to use

x

x

x

x

12

Construction

The signature is always reproduced from approved reproduction artwork The signatures should never be

constructed or redrawn However, in certain approved circumstances, it may be necessary to recreate the signa-ture (e g , signs) In the event that construction is necessary and pre-approved, the following example shows the relative sizes and placement of signature com-ponents Placement is specified in units of “X ” X equals the height of the “O” in “Chocolate Covered” (see drawing below)

x xx

x

14.5x

15x

14.5x

13

As the signature becomes smaller, it also

becomes more difficult to read and recognize The mini-mum allowable size is shown below Less detailed types of reproduction (e g , newspapers or screen-printing) may require larger sizes

Minimum Size

smallest size[with text]

1.4 in

3 in

2.6 in

1.2 in

largest size

14

The following examples illustrate incorrect use of the signature These examples highlight common errors,

but do not include all possible mistakes Always use the signature as outlined throughout this manual

Misuses

15

Typography

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890 , : ; &


1234567890 . , : ; & Linotype Conrad : Bold

Avenir - 45 Book

Linotype Conrad : Light

Linotype Conrad : Regular


1234567890 . , : ; &


1234567890 . , : ; &

16

The samples shown on these pages and throughout this manual are approximate matches for the

actual Chocolate Covered colors Do not use them for color proofing Use swatches specifically provided for color-matching purposes

The Chocolate Covered has developed a comprehensive color system to help establish a consistent look and feel across a broad range of implementation materials This color system consists of 6 separate color palettes Each of these palettes has been designed to reinforce specific emotive values associated with our products and services The 6 palettes are extremely flexible, and can be applied in a variety of ways to unify families of materials, such as brochures Try to use these suggested colors whenever possible

Color

17

All colors specified throughout this manual are referred to as Chocolate Covered colors Chocolate Covered

colors are always reproduced by matching approved color swatches supplied by the Design & Print Services Group Equivalent matches using other color-matching systems (e g , Pantone® and CMYK) are given in the chart opposite These equivalent specifications may need to be modified to adjust for production variations

pantone 18-5CC- 0 R- 255M- 20 C- 206Y- 65 B- 113K- 0





rich blackC- 60 R- 35M- 60 C- 31Y- 60 B- 32K- 100

Letterheads

Mailing Sticker

Envelope

Business Card

Stationery

20

Printing: Color offset lithography in { 6 } Corporate {pantone 324-1C} - repeat as much as number of Company colors you designed

8.5” X 11”Type: size 10pts/ 12pts font Avenir - 45 book & Linotype Conrad light

Alignment: justified

Stock: paper - Neenah Paper Ultimate color - Ultimate White finish - Wove 25% cotton basis - 20lb

Letterhead – Template

May 25, 2010

93 Santa Marina StSan Francisco, CA 94109

4069 24th StreetSan Francisco, CA 94114

O 415.673.2460F 415.713.6038

chocolatecovered.com

21




Stock: paper - Neenah Paper Ultimate white color - Ultimate White finish - Wove 25% cot-ton basis - 20lb

Letterhead – Corporate

Dear Ms. Silvia Braud,

The finished look of a letterhead is brought about once the letter is typed. This letter illustrates the approved format for all 8 1/2 x 11 inch letterheads. The letter is typed in 10 pt. Avenir [45 book], with 12 pt. leading. If avenir is temporarily unavailable, use other typefaces specifically approved by the Company. Consistent use of this format will create a distinctive appearance for all correspondence.

The right edge of the date is aligned with 1.8in and the top edge of the date is aligned with 1.74in. Skip one space and begin the recipient’s name and address. Skip three line spaces below the address and begin the salutation. Skip one line space below the salutation, and begin the body of the letter.

The body of the letter should not be deeper than 2.4 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 7.3 inches.

Skip one line space between the last line of the letter and the closing, and three line spaces between the closing and the sender’s name and title. Sender’s assistant’s initials or enclosure designations should be separated by three line spaces from the sender’s title.

Sincerely

Janet Davidson

Consultant

May 25, 2010



O 415.673.2460F 415.713.6038


22




Stock: paper - Neenah Paper Ultimate white color - Ultimate White finish - Wove 25% cotton basis - 20lb

Letterhead – Board

Dear Ms. Silvia Braud,



The body of the letter should not be deeper than 2.4 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 7.3 inches.


Sincerely

Janet Davidson

Consultant

May 25, 2010



O 415.673.2460F 415.713.6038

CEOWhitey Barrand

PresidentDan Thomson

Vice PresidentBrooke Azar

Secretary Susan Pitt


23




Stock: paper - Neenah Paper Ultimate white color - Ultimate White finish - Wove 25% cotton basis - 20lb

Letterhead – 2nd page

2



The body of the letter should not be deeper than 2.4 inches. It is to be single-spaced throughout, with one line space between paragraphs. All copy aligns flush left with the date, maintaining a random right-hand margin. There are no indentations. The maximum line length is 7.3 inches,


Sincerely

Janet Davidson

Consultant

js: tbcc: Janet Davidson


24


4” X 5”Type: size - 12 font - Linotype Conrad

Alignment: left and right

Stock: paper - Neenah paper Classic Crest Preasure Sensitive Label color - solar white basis 70lb (weight )

Mailing Label


To: Mr. Stephen Johnson 327 River Valley Road Katy, TX 77450

25


9.5” X 4.125”Type: size - 13pt/6pt & 9pt/9pt font - Linotype Conrad & Avenier

Alignment: left & center

Stock paper Neenah paper No 10 commercial Flap color - Ultimate White finish - wove basis XXlb (weight )

Envelope



Mr. Ben Scott 2460 24th Street San Francisco, CA 94114

26


2” X 3.5”Type: size - 8pt/ 10pt font Avenier & Linotype Conrad

Alignment: left

Stock: paper - Neenah Paper color - solar white finish - wove classic cotton basis - 88lb

Business Cards


OwnerSteve Sully

stevesully@mac com

O 415 235 5601C 415 941 2460F 415 559 6058


External

Ad

Gift box

Mug

Applications

30

Applications

Gift Box

Mug

31

Post card

Bring your VALENTINE a box of our sweetest chocolates.

chocolate covered rebrand manual

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