Logo Style Guide u3153705 Contents Mood Board 1 A Brief History of Streets 2 Logo & Concept 3 Logo Scale 4 Style & Variation Colours 5 Typeface Student: u3153705 Margins & Spacing 6 Unacceptable Logo Use 7 Identity Systems (8601), Semester 2, 2017 Assessment 2: Logo Design and Style Guide Logo Application 8 Due: Thursday, 2 November 2017, 7:00 PM Design Process Journal 10 Mood Board 1 A Brief History of Streets Logo & Concept The original Streets Ice Cream was founded in the 1930’s by Edwin ‘Ted’ Street sometime between the first and second world war. The ice cream was originally handchurned by Street himself and sold to neighbours and friends along with sweets, cakes and lemonade from his grocery store in Corrimal, NSW. Shortly after the 1930’s more reliable methods of refrigeration became more readily available which allowed for Streets to begin producing ice cream in far greater quantities than ever before. In the early days the company produced only a vanilla flavored ice cream & sold to the public in large containers. In 1946 Streets established a new facility in Turella, Sydney, and subsequently introduced their first ice cream on a stick, ‘The Heart’. Seven years later and Streets introduced the world famous ‘Paddle Pop’, which has sold over ninety million units to date and is Say hello to the new Streets! Playful, friendly and full of possibilities, a staple part of the Australian summertime the new logo speaks to the fact that while we may be keeping up tradition. Per capita the Paddle Pop is the with the times, we’re not risking our own values and standards in world’s best selling ice cream. doing so. The new Streets logo is re-imagined for the contemporary By the late 1950’s the companies popularity meant that it was sufficiently profitable to marketplace, keeping on trend with a fresh, small-batch and artisan attract the attention of larger investors inspired approach. and in 1960 Streets was purchased by Kraft Foods Ltd, Unilever Australia Pty Ltd The hero feature of the logo is the blue ribbon. It completely for a tidy £4 million. Under the company’s new ownership Streets became a market embodies the core value of the identity and pays an important leader and household name, pioneering homage to the rich history of the company with a stylish and sleek popular & well known products such as new look. Inspired by the company’s own history and looking to ‘Splice’, ‘Gaytime’, ‘Cornetto’ and ‘Blue the future, the new logo is bound to set the standard and bring Ribbon Ice Cream’. Streets has since continued to grow and today the company Streets to the forefront of the artisan ice cream world and into the is arguably Australia’s largest and most hearts of both ice cream connoisseurs and enthusiasts alike. Enjoy well known ice cream manufacturer. yourself. Enjoy Streets. 2 3 Logo Scale Colours The logo should always be clearly legible. To ensure legibility of the logo type, the The colour blue is one of the brands minimum size that may be used from print applications is 22.5mm or 64 pixels in greatest distinguishing features. It is an length & 8.2mm or 23 pixels in height. essential part of the brand identity and heritage. Combined with white, black and dark grey a distinct style is created which is both simple to use and powerful Pantone: 292 Pantone: Proc. Black Pantone: N/A through its simplicity. R: 65 R: 0 R: 255 G: 181 G: 0 G: 255 The logo should always be blue PANTONE B: 232 B: 0 B: 255 292 on a white background. In body text C: 65 C: 0 C: 0 it should only appear in black on white M: 15 M: 0 M: 0 Y: 3 Y: 0 Y: 0 and only where white out of blue is not K: 0 K: 100 K: 0 practical. HEX: 41B5E8 HEX: 000000 HEX: FFFFFF 100% 50% 25% Style & Variation Typeface Primary Typeface Avenir Light Monochrome - This form of the logo must The logo type, Avenir Black ABCDEFGHIJKLMNOPQRSTUVWXYZ only be used against background colours also acts as a title font in abcdefghijklmnopqrstuvwxyz light enough to hold enough contrast to all other branding and 1234567890[ ( . , ; - ! $ ¢ % & * / ? ) ] maintain legibility. communication pieces. Different weights of the Avenir Black Avenir font family may ABCDEFGHIJKLMNOPQRSTUVWXYZ also be used as body text abcdefghijklmnopqrstuvwxyz White Out - This form of the logo must depending on application. only be used against background colours 1234567890[ ( . , ; - ! $ ¢ % & * / ? ) ] strong and dark enough to hold enough Alternative Typeface Helvetica Light contrast to maintain legibility. In any event in which the ABCDEFGHIJKLMNOPQRSTUVWXYZ Avenir typface in unable, abcdefghijklmnopqrstuvwxyz a number of suitable 1234567890[ ( . , ; - ! $ ¢ % & * / ? ) ] sans-serif typeface may Standard - This form of the logo must be serve as an appropriate Helvetica Bold used in most applications providing the substitute. We recommend ABCDEFGHIJKLMNOPQRSTUVWXYZ background is light enough to hold con- Helvetica for this purpose. abcdefghijklmnopqrstuvwxyz trast to maintain legibility. 1234567890[ ( . , ; - ! $ ¢ % & * / ? ) ] 4 5 Margins & Spacing Unacceptable Logo Use a) b) c) The logotype must be reproduced with a clear area around it which is free from other graphic elements. This area is known as the ‘exclusion zone’. The ‘exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ‘exclusion zone’ is equal to that of the lowercase ‘e’ d) e) f) as shown above. Accompanying Graphics Any accompanying imagery should g) h) i) reflect the core values of the brand and be consistent across all publications and platforms. Images that help to portray an artisanal, playful, wholesome and organic nature are acceptable. Think summertime, wellbeing and fun! Any colours should compliment the branding as specified in this document. a) Do not alter logo dimensions b) Do not skew or alter logo in anyway c) Do not recolour logo in anyway other than specified d) Do not change text colour e) Do not resize rasterized image f) Do not remove elements from logo g) Do not place logo on busy images h) Do not add elements or overcrowd logo space i) Do not crop logo 6 7 Logo Application Intended Product Promotional Sample Homepage 8 9 Company Design Solution Although many of their products remain unchanged since the 1960’s, the company have shifted towards somewhat more edgy & contemporary designs in both their marketing and advertising. A good example of this is if we compare one of the com- panies original advertisements with one of their more recent and risqué promotional campaigns in figure 1. There were a number of different versions in this campaign released, and overall were quite well received (Canning, 2016), though some turned out to be quite controversial and subject to some criticism from the general public. As outlandish as these advertisement may seem, they do align quite well with the brand’s ideology and much like the evolution of the Streets logo, this further rep- resents how well the company works towards apealing to the current market and whatever is on trend at that moment (“Streets strike Gold with their Share Happiness product sampling and integrated brand campaign. - Truly Deeply - Brand Agency Melbourne,” n.d.). Design Process Journal figure 1 figure Product Perception Since the introduction of the Paddle Pop in 1953, Streets has managed to stay at the top of their game, forever changing the way ice cream enthusiasts could consume their frozen treats, and ever since, ice cream and the Australian Summer/beach cul- ture have gone hand in hand (Arkinstall, 2016). There is a certain fun and nostalgia that goes along with the brand’s imagery. A sense of innocence and familiarity that we have grown to enjoy over the past eighty summers. However, with this in mind, it is suggested that older consumers tend to make up the majority of the market for Streets products, with younger people preferring com- petitors products (Jager, 2013). This perhaps further solidifies the notion of the products nostalgia value, with younger consumers instead spoiled for choice, or the perception that Streets may be less of a quality product than other brands. 10 11 Adapting the Logo Inspiration For the purpose of the As stated previously, much of the inspiration for this task has been taken from a project I decided to take range of brands that are popular with a more ‘trendy’ demographic, borrow ideas the company ‘Streets’ and themes from some food as well as fashion brands. and rebrand their logo for a more contemporary market place, aimed towards the artisan food scene, taking inspiration from edgy modern companies and brands. One of the primary goals was to alter the perception of the Streets branding from a low cost/sub high quality field into a higher perceived quality and cost category for consumers, whilst maintaining some of the history of the company in the process. High Quality Maggy Beer Connoisseur Streets Ben & Jerry’s Low Cost High Cost Sara Lee Peters Low Quality 12 13 Concept Development This is how my logo progressed from the initial sketches. After playing around with some ideas, and looking for various reference images, I settled on my own take of the ‘Blue Ribbon’ branding, with an updated approach. Pantone: N/A Pantone: Proc. Black Pantone: 292 C: 0 C: 0 C: 65 M: 0 M: 0 M: 15 Y: 0 Y: 0 Y: 3 K: 0 K: 100 K: 0 100% 90% 75% 50% 25% 8601 Identity Systems | Bachelor of Graphic Design | 2017 | Semester 2 | Assessment 2 Logo Design Rowan Marsh-Croft | u3153705 14 15 Bibliography Canning, S.