mix & go - brand guidelines

3

Grace Spao 100495321

DCO20001 Branding and IdentityAndrew KeanSemester 2, 2015

Swinburne University of TechnologyFaculty of Health, Arts and Design Bachelor of Design (Communication Design)

Published and printed in Melbourne, Victoria, Australia

Acknowledgements

I would like to thank my family and friends for the advice, support and help that they have given me during the development of this project. I would especially like to extend a huge thankyou to my mother who is always there to take time out of her day to help me.

All Rights Reserved.

No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechnical, including illustrations or photography or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology.

Declaration of Originality

Unless specifically referenced in the Bibliography, the mark and all other material in this book is the original creation of the author.

Grace Spao

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Contents

The Language of Type 9

Type Collection 10Brand Values 18Mission Statement 19Mood Board 20Logo Type 22

Corporate Identity 25

Marks Integrity 26

Colour Scheme 28

Corporate alphabet 29

Toolbox 30

Stationery Group 32

Applications 40

Bibliograghy 49

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Introduction

Branding Identity is sometimes achieved though the development of corporate identities, or the branding through a companies communication to reflect an identity. Branding and Identity is to explore how identities are developed for a specific market, and how the different elements of identity work within a specific cultural context to 'speak to' a target market.

This book will display how branding can transform a small frozen yogurt bar into a modern fun business. You will observe the process it takes to recreate using a set of established guidelines and applications to help deifine the outcome and how the brand is used.

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The Language of Type

10

Competitors

Melbourne’s Local Competitors

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Australia's National Competitors

12

Competitors

International Competitors

13

YO-CHI

This brand is a modern well designed frozen yogurt bar, and has three stores located in Melbourne. 'Yo-chi' has been successful with a plain however bold logo allowing the extentions to be out there using various colours.

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Competitors

Yomg (yo my goodness)

This brand is located in Melbourne and Cairns. The logo design is a thick purple sans serif type. The font allows the extentions of symbols used to also be thick.The colours used are mainly purple and white, however when necessary multiple colours are used to highlight yogurt flavours.

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Smooy

This brand is located internationally with over 100 stores. The company uses two primary colours, pink and white for their logo type. The pink used is very bright and stands out. The branding uses black and white emoticons to compliment the brandmark. Overall the branding and identity is very strong and successful.

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Existing identity

'Mix & Go froyo' is located in Australia and has a couple of stores located in Victoria.The logotype and branding utilises multiple fonts and colours. The primary colours used are blue and pink however there are also many different shades of these colours used in the present the brand. The font used for the logotype is very bubbly and I feel a little out of date. I also feel they use too many secondary colours in the logotype itself and should be limited to only two.The branding works well, however can be improved. To modernise the branding will help the brand look and feel more proffessional.

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Brand Values

We ensure that our frozen yogurt products are created with only Australian produce, and that we always deliver the highest quality products.

All frozen yogurts will be overloaded with blasts of flavour. This will be succeeded with multiple toppings and low fat frozen yogurt.

All stores will allow customers to self serve yogurt and toppings to the amount the customer requires.So simple and easy.

The outcome of all products will deliver pleasure to all customers leaving them in a complete happy and positive mood.

We have so many available frozen yogurt and topping flavours. We offer complete freedom of choice for the fun taste you desire.

For those hot summers days we offer a cool, refreshing and light meal. Perfect to cool you down from the heat.

Quality

Flavour Simplicity

Pleasure

Fun

Cool

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“The mission of this product is to deliver quality and refreshing taste from the brand ‘Mix & Go froyo’. The yogurt will be served with extremely high service that is friendly, quick and easy. At every store, healthy low fat self serve yogurts with multiple flavours including a range of toppings from fresh fruits to something sweet will be accessible for the customers pleasure.We want to the brand to always be thought as by customers as a positive and happy environment, where they can come for a break to enjoy a healthy and refreshing snack.”

Mission Statement

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Mood Board

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Logo Type

Minimum size30mm X 15mm

Logo type explanationThe primary colour used is a bright pink. This colour was chosen because it represents how frozen yogurt is a fun snack to enjoy.The font chosen for 'Mix & Go' is bold, thick and presented in uppercase, this is to ensure the type stands out and is eyecatching.

'Froyo' the second element of the logotype, is a script typeface. This font was chosen to represent the movement and imagery that frozen yogurt displays.The colour grey is used for this element of the logo type. This colour was chosen for the type of 'froyo' because it compliments the bright pink used for 'Mix & Go'.

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CorporateIdentity

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Mark Integrity

X

X

X

X

Spacing

The spacing should be the size of the'x'that has been used in the logo type.When using the logotype for application or publications there should be minimal spacing surrounding the design regardless the size of the logo type.

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MIX & GO

DOS

Use the alterations of the logotype, shown above with the ticks. Stick to only the corporate identities colour scheme.

DON'TS

Skew, distort and stretch the logotype.Rotate the logotype.Use other colours for the logo type that are not in the colour scheme.Change the sizing of specific elements of the logotype.

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PinkCMYK C:1 M:99 Y:21 K:0RGB R:233 G:18 B:119 #: E91177

GreyCMYK C:44 M:36 Y:37 K:1RGB R:149 G:149 B:149

#: 959595

BlueCMYK C:59 M:0 Y:29 K:0RGB R:94 G:197 B:192

#: 5EC4BF

OrangeCMYK C:0 M:44 Y:60 K:0RGB R:248 G:160 B:109

#: F8A06D

RedCMYK C:13 M:84 Y:95 K:2RGB R:209 G:77 B:45

#: D14D2C

Colour Scheme

Primary colour use for the branding. Used for 'Mix & Go' in the logo type.

Primary colour use for the branding.Used for the 'froyo' in the logo type.

A secondary colour used for the branding.

A tertiary colour used for the branding.

A tertiary colour used for the branding.

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AaAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz






Avenir - Light

Avenir - Book

Avenir - Roman

Avenir - Oblique

Avenir - Medium

Avenir - Black

Avenir - HeavyCorporate fontThe corporate font is 'Avenir'. The font is to be used everywhere except campaigns.





AaCentury Gothic - Regular

Century Gothic - Bold

Century Gothic - Italic

Century Gothic - Italic

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv WwXx Yy Zz

AaLakeside - Regular

Logo fontThe primary font for the logo of 'Mix and Go' is Century gothic it will represent the text of 'Mix & Go.The secondary font for the logo of 'Mix and Go' is Lakeside it will represent the text of 'froyo'.

Corporate Alphabet

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Tool Box

The Mark’s ‘toolbox’

Displayed here are the conceptual extensions of the brand. These extensions are illustrations that compliment the logo types mark, they must only be used in the colours shown.The patterns of the oranges represent an illustration of the fruit used as a topping for the frozen yogurt. They can be displayed in different shapes however need to be displayed in a pattern form. The blue splash mark represents the imagery of what frozen yogurt looks like it can either be used as a pattern or can be changed to be used individually depending on the particular application.

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Stationery

Letterhead

A letter head for an A4 paper size for all official letters sent from 'Mix & Go' .

28.09.2015

Dear Laura,

RE: Birthday party

Blake CohenDirector manager

Mix & Go froyo2/138 Pakington Street Geelong West, Victoria

Australia 3218

03 9553 [email protected]

ABN 233 443 192mixandgofroyo.com.au

Mix & Go froyo

2/138 Pakington Street Geelong West, Victoria

Australia 3218

Thankyou for your request, in having your daughter’s seventh birthday party here with us at Mix & Go, froyo. The 15th of November is currently available, and we would love to host your party! We believe strongly in our values which are that our products show quality, flavour, simplicity, pleasure and joy. With this we will have great pleasure in hosting this fantastic celebration and strongly believe there will be no regret.

Jessica our party hostess will be the entertainer for your party. She will organise and lead all the games on the day. Some games include: pass the parcel, musical statues, pin the tail on the donkey, craft and piñata. If you have any particular games you would like to include please let us know and we would be more then happy to do them.

We will conclude with party food, including self serve frozen yogurt with a selec-tion of delicious toppings ranging from lollies, chocolate and fresh fruit, which the kids can choose from.

In order to confirm this date for you, we will need to know an estimate of guests. This will determine the total amount it will cost to host. Once approved we require a 20% deposit to hold this date for you. We are extremely excited and are look forward to hearing from you, if you have any questions feel free to call on 0422 991 993.

Kind Regards,

28.09.2015

Dear Laura,

RE: Birthday party



Australia 3218



Mix & Go froyo


Australia 3218



We will conclude with party food, including self serve frozen yogurt with a selec-tion of delicious toppings ranging from lollies, chocolate and fresh fruit, which the kids can choose from.


Kind Regards,

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Mix & Go froyo2/138 Pakington Street Geelong West, Victoria Australia 3218

Laura Stewart15 Stainlan Street Malvern, Victoria3114

Envelope

The envelope fits an A4 letter size.

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Stationery

2/138 Pakington St Geelong West, VIC 3218

http://www.mixandgofroyo.com.au

03 9553 8827

[email protected]

Director ManagerBlake Cohen



03 9553 8827

[email protected]





03 9553 8827

[email protected]




03 9553 8827

[email protected]

Business card

Standard size to fit inside a wallet. Variety of different designs for the managers and coworkers of the company.

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Invoice

Invoice required for large orders from the store

Tax Invoice

21/10/2015


Australia 3218


Invoice #2401

Description Qty Unit Price Subtotal GST Amount payable

Froyo cups 30 .80 24 2.90 26.90

Berries 5kg 7 35 2.90 37.90

Coconut 1kg 15 15 2.90 17.90

Frozen yogurt 4 tubs 10.50 42 2.90 44.90

116 11.60 $82.70

Total (excluding GST) $71.10

GST payable $11.60

Total amount payable $82.70

ABN 233 443 192

mixandgofroyo.com.au

How to pay

Pay bank transfer or pay instore using eftpos or credit card.

BSB 321 009Account 623 049 224Name Mix & Go Reference Invoice 2298


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Stationery

What is our purpose?

15th October 2015

About us

Mix&Go FroYo was born to be one of the first Australian-owned frozen yogurt stores in Australia.

Since the store opening, the demand for our healthy alternative to frozen desserts has skyrocketed – proving the worldwide success and powerful impact the frozen yogurt industry has in today’s modern society.

Toppings

Our Mission

- Quality - Cool- Pleasure- Flavour- Fun- Simplicity

Blake CohenDirector managerPh: 03 9553 8827Email: [email protected]

Mix & Go froyo2/138 Pakington StreetGeelong West, VictoriaAustralia 3218

Powerpoint template

Template for any potential power points used for the company.

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Email signature

Signature for admin and customer service email systems. Name and title can be edited and changed.

To: [email protected]

Cc:

Subject: Birthday party

Dear Laura,

We have attached the details for your daughters birthday party.

This includes a menu for the frozen yogurt and the toppings, the party games scheduled and the invoice. Feel free to ask any questions if needed.

Kind regards,


New MessageCancle Send

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Stationery

To: [email protected]

Cc:

Subject: Birthday party

Dear Laura,

We have attached the details for your daughters birthday party.

This includes a menu for the frozen yogurt and the toppings, the party games scheduled and the invoice. Feel free to ask any questions if needed.

Kind regards,


New MessageCancle Send

What is our purpose?

15th October 2015

Tax Invoice

21/10/2015


Australia 3218


Invoice #2401

Description Qty Unit Price Subtotal GST Amount payable

Froyo cups 30 .80 24 2.90 26.90

Berries 5kg 7 35 2.90 37.90

Coconut 1kg 15 15 2.90 17.90

Frozen yogurt 4 tubs 10.50 42 2.90 44.90

116 11.60 $82.70

Total (excluding GST) $71.10

GST payable $11.60

Total amount payable $82.70

ABN 233 443 192

mixandgofroyo.com.au

How to pay

Pay bank transfer or pay instore using eftpos or credit card.

BSB 321 009Account 623 049 224Name Mix & Go Reference Invoice 2298


39

28.09.2015

Dear Laura,

RE: Birthday party



Australia 3218



Mix & Go froyo


Australia 3218



We will conclude with party food, including self serve frozen yogurt with a selection of delicious toppings ranging from lollies, chocolate and fresh fruit, which the kids can choose from.


Kind Regards,

Mix & Go froyo2/138 Pakington Street

Geelong West, Victoria Australia 3218




03 9553 8827

[email protected]


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Applications

Signage

Sign displayed outside the store, to gain attention from street and footpath view.

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Store hours, glass signage

Store hours and logo type printed on the glass windows for the general public to view.

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Applications

Uniform hat

The employees should always be wearing the hat. It ensures hygiene when dealing with food as it keeps hair tucked away. It also conveys a relaxed feel.

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Uniform apron

The employees should wear the apron while working around the food areas for hygiene reasons.

Pins

Can be pinned to the apron as an accessory.Or sold as merchandise promoting our brand

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Applications

Store interior

Logo type must always be displayed on the stores wall. Logo type extentions should also be displayed when necessary.

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Wax seal stamp

Can be purchased when hosting a party to add to the back of customers envelopes for invitations.

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Applications

Paper carry bag

A recyclable bag, used for when purchasing frozen yogurt tubs.

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Froyo cups

White paper cups with different designs, that are all from the toolbox. The cups are recyclable.

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Bibliography

http://www.theurbanlist.com/melbourne/a-list/froyo-melbournehttp://ayomo.nethttps://instagram.com/iloveayomo/http://www.yomg.com.au/blog/https://instagram.com/p/7eWQb8mrhQ/http://www.yomg.com.au/about-us/#0http://www.cacaogreen.com.au/#1http://www.cacaogreen.com.au/locations/http://skinnydippa.comhttp://skinnydippa.com/contact-us/http://skinnydippa.com/frozen-yogurt/http://tuttifruttiyogurt.com.au/locationhttp://tuttifruttiyogurt.com.auhttp://www.mixandgofroyo.com.au/locations/http://www.orangeleafyogurt.com.au/frozen-yogurt-store-locator/http://www.yelp.com.au/biz/fro-yo-hillaryshttp://spoonies.com.auhttp://www.coyo.com.auhttp://www.frozenyoghurt.com.auhttp://www.yogetit.com.au/?gclid=CL3m3dnwi8gCFRKVvQodVK0Oewhttps://instagram.com/p/72U7n8oYLr/https://www.facebook.com/FrozenByAThousandBlessings/photos/a.380719192026490.79438.380716742026735/573162086115532/?type=3&theaterhttp://starberry.com.au/franchising/apply-for-a-starberry-franchise/http://ilovefrozenyogurt.com.au/?gclid=CIKt9Pzxi8gCFUErvQod9g8IIQhttp://www.pregel.com/frozen-yogurt?gclid=CKHQ--ryi8gCFZWUvQodcjQJvQhttp://lickyogurt.com/wholesale/http://smooy.com/franchises/index?language=enhttp://www.llaollaoweb.com/inthttp://www.fabbri1905.com/en/498/64/78/Target/yogurt-shop?gclid=CNiqyrHzi8gCFUWXvQodzpcGoQhttps://www.freshii.com/us/homehttp://www.ifancyasnog.com/#what-is-a-snoghttp://www.frozenyogurtfranchise.com.auhttp://yozen.com.auhttp://mymochi.biz/mochi-frozen-yogurt-locations/http://www.yelp.com.au/biz/moochi-sydneyhttp://www.yochi.com.au/about.aspxhttp://www.yomg.com.au/about-us/http://www.froyoyogurt.com/contact.htmlhttp://graphicburger.com/down/?q=wax-seal-stamp-psd-mockuphttp://www.pixeden.com/psd-mock-up-templates/Page-32http://graphicriver.net/item/ice-cream-coffee-branding-mockups/7228959https://www.pinterest.com/search/pins/?q=cafe%20menu%20design&term_meta%5B%5D=menu%7Ctyped&term_meta%5B%5D=design%7Ctyped&term_meta%5B%5D=cafe%7Cguide%7Cword%7C1&add_refine=cafe%7Cguide%7Cword%7C1https://365webresources.com/15-identity-branding-stationery-mockup-templates/http://lghttp.21049.nexcesscdn.net/809F1B/mage/media/catalog/product/cache/1/image/1060x/9df78eab33525d08d6e5fb8d27136e95/n/o/now-designs-apron-basic-collection-white-2500110-compressed.jpghttp://graphicriver.net/item/cream-fruit-dessert/9363605?ref=kigiluri

mix & go - brand guidelines

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