CI manual

ครามหวาน Thai Cafe & Kram Dessert DESIGN AND THE MANUAL Unique Design By Kram Whan CONTACT THE MARKETING CO. Phone ครามหวาน Address (+66) 80 589 7605 Brand Collection 11600 New Petchaburi Rd. E-mail Makkasan Sub-area Ratchathewi Area [email protected] Krung Thep Maha Nakhon 10400 Thailand

KRAM WHAN DESIGN AND THE MANUAL 2 THE COMPANY INTRODUCTION THE DESIGN GUIDELINES Kram Whan from indigo(Kram) + sweet(Whan) which our brand In addition to using natural indigo color, it also extracts the scent of Give the importance of being in harmony with nature. Therefore Thai flowers. For candle smoke baking Each piece of dessert is more brought the color from the indigo tree comes as a combination fragrant and appetizing. Thai flowers used to make candles, desserts, with Thai desserts To bring about newness. The color from the indigo such as jasmine, rose, mon, ylang-ylang, gardenia, champee flower. tree It is medicinal properties, good for health, not contaminated with chemicals. And able to provide colorful and beautiful colors without additives. Therefore suitable for people of all genders and ages who want to taste the novelty that our brand has presented through Thai desserts.

KRAM WHAN TABLE OF CONTENTS SECTION 1 l THE CORPORATELOGO SIGNAGE SECTION 2 l THE CORPORATE TYPOGRAPHY SECTION 3 l TYPOGRAPHY AND TEXT HIERARCHY SECTION 4 l CORPORATE COLOR SYSTEM SECTION 5 l VECTOR PATTERNS ILLUSTRATOR SECTION 6 l CORPORATE STATIONERY SECTION 7 l THE CORRECT LOGO PLACEMENT SECTION 8 l WEBSITE AND MERCHANDISE SECTION 9 l CORPORATE IDENTITY SECTION 10 l SUMMARY AND CONTACT

๐๑ THE CORPORATE LOGO SIGNAGE Our Logo is the key building block of our identity, and our company name – they have a fixed the primary visual element that identifies us. relationship that should never be changed in any way. The signature is a combination of the the symbol itself The Logo Introduction The Logo Application The Logo Elements Clearspace and computation

THE CORPORATE FONTS KRAM WHAN DESIGN AND THE MANUAL AND TYPOGRAPHY 5 THE FULL LOGOTYPE LOGO DARK VERSION LOGO LIGHT VERSION THE FULL LOGOTYPE Kram Whan or Corporate Has selected a font with a hidden Thai Logo comprises of a logo type. The logo character inside And use a circle that type is a straightforward image carefully represents a dessert plate inside It is chosen for its modern and yet refined, like placing the product logo on a highly legible style, which has been plate with Thai pattern surrounding it. further enhanced by the use of upper case letters. 3) The Logo Dark Version The typefaces are EDPoonpunn Regular. will be used when the These fonts have been chosen to backround color is light. compliment and balance perfectly with the 4) The Logo Light Version logo symbol. will be used when the The corporate logo is presented through backround color is dark. the use of color as well as shape and form. Recommended formats are: The two corporate colors are Yellow Gold and .eps | .ai | .png | .jpg | .tiff Dark blue. It is a fresh and appealing blend of colors chosen for their strong combination - modern - classic - timeless. 3. 4.

KRAM WHAN DESIGN AND THE MANUAL 6 LOGO CONSTRUCTION AND CLEARSPACE It is important to keep corporate marks clear of any graphic element or message can be positioned in other graphic elements. To regulate this, an exclusion relation to the mark.of the the symbol itself and our zone has been established around the corporate mark. company name – they have a fixed relationship that This exclusion zone indicates the closest any other should never be changed in any way. Porcelain plates for food Contemporary Thai pattern designed to Kram Whan font that has modified the letter head match the shape of the plate. to resemble a Kanok pattern. And use the vowels together as a resonance. CLEARSPACE DEFINITION Full logo Whenever the logo is to be used, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

KRAM WHAN DESIGN AND THE MANUAL 7 APPLICATION ON A BACKGROUND LOGO A LOGO B LOGO C LOGO D Colored Version Colored Version Black & White Version Black & White Version MINIMUM LOGO SIZES 2 mm Full logo 3 mm 2 mm x 2 mm 5 mm

๐๒ THE CORPORATE TYPOGRAPHY Typographic hierarchy is another form of visual Typographic hierarchy creates contrast hierarchy, a sub-hierarchy per se in an overall design between elements. There are a variety of project. Typographic hierarchy presents lettering so ways you can create a sense of hierarchy. that the most important words are displayed with the Here are some of the most common most impact so users can scan text for key information. techniques for DCN Group layouts. The Corporate Fonts Primary Font Secondary Font Font Hierachy

KRAM WHAN DESIGN AND THE MANUAL 9 THE CORPORATE FONTS AND TYPOGRAPHY Century Gothic PRIMARY FONT: Century Gothic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Bold TYPE EXAMPLES abcdefghijklmnopqrstuvwxyz Century Gothic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Regular abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 0 Figures

KRAM WHAN DESIGN AND THE MANUAL 10 THE CORPORATE FONTS AND TYPOGRAPHY SECONDARY FONT THSarabunNew TH Sarabun New Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuvwxyz TYPE EXAMPLES Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ TH Sarabun New Figures abcdefghijklmnopqrstuvwxyz 01234567890 Special ! “ § $ % & / ( ) = ?` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘ Characters « ∑ € ® † Ω ¨ ø π • ± ‘ æ œ @ ∆ ºª © ƒ ∂ ‚ å ¥ ≈ ç

๐๓ TYPOGRAPHY AND TEXT HIERARCHY One of the most important techniques for Typographic hierarchy is a system for organizing type effectively communicating (or “honoring”) that establishes an order of importance within the content is the use of typographic hierarchy. data, allowing the reader to easily find what they are looking for and navigate the content. Font Hierarhcy

KRAM WHAN DESIGN AND THE MANUAL 12 CONTEXT TEXT Caption Kram Whan AND INNER Text - HEADLINES Century Gothic Regular Copy Text 6 pt Type / 9 pt Leading Kram Whan - Century Gothic Regular 8 pt Type / 11 pt Leading HEADLINES AND Headlines KRAM WHAN TYPOBREAKS Copytext - Sublines Century Gothic Bold - Capital Letters Sections 10pt Type / 10pt Leading Big KRAM WHAN Headlines and Title - Century Gothic Bold - Capital Letters Sequencer 16pt Type / 16pt Leading and Title for KRAM WHAN Marketing - Century Gothic Bold - Capital Letters 34pt Type / 30 pt Leading KRAM WHAN - Century Gothic Bold - Capital Letters 48pt Type / 48 pt Leading

๐๔ CORPORATE COLOR SYSTEM THE PRIMARY COLOR SYSTEM AND COLOR CODES The primary colors are those which cannot be creat- Color codes are ways of representing the colors we ed by mixing other colors in a given color space. For see everyday in a format that a computer can subtractive combination of colors, as in mixing of interpret and display. Commonly used in websites pigments or dyes for printing, the CMYK set of prima- and other software applications, there are a variety ries is often used. In this system the primary colors are of formats, including Hex color codes, RGB and HSL cyan, magenta,and yellow. values, and HTML color names, amongst others. The corporate Colors Primary Color System Secondary Color System

KRAM WHAN DESIGN AND THE MANUAL 14 PRIMARY COLOR SYSTEM Explanation: Usage: Kram Whan has two official colors: Gold Use them as the dominant and Dark Blue. These colors have become a color palette for all internal and recognizable identifier for the company. external visual presentations of the company. PRIMARY COLOR: PRIMARY COLOR: YELLOW GOLD DARK BLUE COLOR CODES COLOR CODES CMYK: C00 M035 Y084 K00i CMYK: C100 M090 Y039 K041 RGB: R251 G176 B064 RGB: R008 G035 B076 Web: #FBB040 Web: #08234C COLOR TONES COLOR TONES 100% 80% 60% 40% 20% 100% 80% 60% 40% 20%

KRAM WHAN DESIGN AND THE MANUAL 15 SECONDARY COLOR SYSTEM Explanation: Usage: The Secondary colors are complementary Use them to accent and support to our official colors, but are not recognizable identifiers for our company. the primary color palette. Secondary colors should be used sparingly (less than 10 % of the palette in one piece.) Tones COLOR CODES Tones Tones CMYK: C005 M018 Y016 K000 Tones RGB: R204 G214 B113 Web: #F1CC71 COLOR CODES CMYK: C78 M036 Y038 K005 RGB: R060 G130 B142 Web: #3C828E COLOR CODES CMYK: C017 M012 Y012 K000 RGB: R209 G211 B212 Web: #D1D3D4 COLOR CODES CMYK: C068 M062 Y058 K046 RGB: R065 G064 B066 Web: #414042

๐๕ VECTOR PATTERNS ILLUSTRATOR Vector patterns for professional use. Pattern Each design has to go through a refined curating Design is a stock platform for buying and selling process to make sure each new repeat pattern meets high-quality seamless vector patterns. our high standards. Patterns design

KRAM WHAN DESIGN AND THE MANUAL 17 Pattern design TEcTaxhhnpaaiilbaddeneeassaispgteinporstlniset:hdtoaitnbaedreemsrioegdndeuwrcnoerdwk.hfriochm 1de)sKirganm Whan vector 2de)sKirganmroWtahtaen9v0eํ ctor Vector Design Light Version will be used when the backround color is dark. Guideline 1 Guideline 2 Guideline 3

๐๖ CORPORATE STATIONERY INTERNATIONAL PAPER STATIONERY Stationery is a primary means of communication and U.S. business stationery. It includes specifications it is essential that every application be a consistent for typography, color, printing method, paper stock reflection of our corporate identity. There is only one and word processing Stationery brand management approved design format for all corporate and business guidelines do not include invoices, bills of lading, credit unit stationery, although there are slight variations in letters, business forms, checks, e-mail tags or other size and content for different regions of the world. business processes This section illustrates approved layouts for standard The Company Letterhead The Company Business Cards The Envelope Logo Placement

KRAM WHAN DESIGN AND THE MANUAL 19 THE COMPANY LETTERHEAD Explanation: Usage: This shows the approved layouts with The letterhead will be used for the primary elements of the DCN Group all official communication that stationery system for the front and is going out of the DCN Group backside of the letterheads. company. PARAMETER 11600 New Petchaburi Rd. 11600 New Petchaburi Rd. Makkasan Sub-area Makkasan Sub-area Dimensions Ratchathewi Area Ratchathewi Area 297 x 210mm DIN A4 Krung Thep Maha Nakhon Krung Thep Maha Nakhon 10400 Thailand 10400 Thailand Weight 13 - 04 - 2021 120g/m 13 - 04 - 2021 Uncoated Mr.Harry Charles white Mr.Harry Charles Director Director Print A : 456 Phetchaburi Rd, Thanon Phetchaburi, Ratchathewi, Bangkok 10400 Offset A : 456 Phetchaburi Rd, Thanon Phetchaburi, Ratchathewi, Bangkok 10400 E: [email protected] CMYK E: [email protected] P: +66 938216880 P: +66 938216880 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Ut wisi enim ad minim veniam, ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Ut wisi quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. (Mr. KMraanmageWr han) (Mr. KMraanmageWr han)

KRAM WHAN DESIGN AND THE MANUAL 20 THE COMPANY PARAMETER BUSINESS CARDS Dimensions Weight Print Explanation: 85 x 55 mm 400g/m Uncoated white CMYK This shows the approved layouts with the primary elements of the Kram Whan stationery system for business cards. Usage: Mr.Kram Whan ; President The business cards will be used for all Khwaeng Silom, Khet Bang Rak official contact and communication of (+66) 80 589 7605 DCN Group company. Insert the Kram [email protected] Whan letterhead and send your documents throughout the world. www.Kramwhan.ac.th Mr.Kram Whan ; President Khwaeng Silom, Khet Bang Rak (+66) 80 589 7605 [email protected] www.Kramwhan.ac.th

KRAM WHAN DESIGN AND THE MANUAL 21 THE COMPANY ENVELOPE Explanation: This shows the approved layout with the primary elements of the Kram Whan stationery system for envelopes. Dimensions Kram Whan company 297 x 210mm Makkasan Sub-area Ratchathewi Area DIN A4 Krung Thep Maha Nakhon 10400 Thailand Weight 120g/m Uncoated white Print Offset CMYK Kram Whan company 1K1r6u0nM0RgaaTktNkcheahTewsah1pat0anhPMi4leea0Sawtn0uhcdibhaA-aaNrberaeuakarhi oRnd. Makkasan Sub-area Ratchathewi Area Krung Thep Maha Nakhon 10400 Thailand 1K1r6u0nM0RgaaTktNkcheahTewsah1pat0anhPMi4leea0Sawtn0uhcdibhaA-aaNrberaeuakarhi oRnd.

๐๗ THE CORRECT LOGO PLACEMENT Correct Logo Placement

KRAM WHAN DESIGN AND THE MANUAL 23 CORRECT LOGO PLACEMENT Explanation: To place the Kram Whan logo in the correct way please use one of the approved styles that are shown on the right. To place the Kram Whan logo in other ways is not allowed. PARAMETER Example 297 x 210mm DIN A4

๐๘ APPLICATION AND MERCHANDISE Merchandising is any practice which contributes to the Application software is computing software sale of products to a retail consumer. At a retail in-store designed to carry out a specific task other than level, merchandising refers to displaying products that one relating to the operation of the computer are for sale in a creative way that entices customers to itself, typically to be used by end-users. purchase more items or products.

KRAM WHAN DESIGN AND THE MANUAL 25 APPLICATION SCREEN HORIZONTAL AND VERTICAL SYSTEM EXAMPLES Explanation: This shows an approved design and layout for a 1125X2436 px screen for Kram Whan application.

KRAM WHAN DESIGN AND THE MANUAL 26 THE KRAM WHAN MERCHANDISE CUSTOMIZED DESIGN EXAMPLES MERCHANDISE ITEMS Explanation: This shows an approved designs for t-shirts, pens, and mugs for Kram Whan.

KRAM WHAN DESIGN AND THE MANUAL 27 PACKAGING STANDARD THE KRAM WHAN EXAMPLES CUSTOMIZED PACKAGING ITEMS Explanation: Standard packaging such as coffee cup, food box, bottle etc.

๐๙ CORPORATE IDENTITY Corporate Identity is a complete company Corporate identity consists of 3 main elements and graphic solution which you use to present yourself several secondary ones, the first being logo, business to your potential clients. Its main feature is a style card and memorandum. that is recognizable in each corporate identity graphic design element.



KRAM WHAN DESIGN AND THE MANUAL 30 Vehicle Branding Vehicle branding gives you an instant marketing campaign on wheels. Expertly designed vehicle wraps can help your business build a following among customers Typical Load Space Dimensions: Length: 1.7 who view Kram Whan branded fleet wraps on a regular basis. metres. Width: 1.5 metres. Height: 1.2 metres Typical Payload: 500 - 900kg Typical Fuel Consumption: 40 - 50MPG

KRAM WHAN DESIGN AND THE MANUAL 31

๑๐ SUMMARY AND CONTACT Kram whan The Marketing Co

KRAM WHAN DESIGN AND THE MANUAL 33 Kram Whan A SHORT SUMMARY The Marketing Co is an integrated full-service marketing agency. Since our inception, we have been delivering a personal, passionate & tailored service to each and every one of our clients. Our creative and digital marketing methods allow us to deliver more profitable campaigns for our clients. CONTACT For further information please contact: Miss Rati Pornumphanphan Managing Director, Kram Whan E: [email protected] P: +66 12 345 6789

ครามหวาน Thai Cafe & Kram Dessert CONTACT THE MARKETING CO. Phone ครามหวาน Address (+66) 80 589 7605 Brand Collection 11600 New Petchaburi Rd. E-mail Makkasan Sub-area Ratchathewi Area [email protected] Krung Thep Maha Nakhon 10400 Thailand