Brand Guidlines Made by: Waad Jazmawi 316403484
WHAT'S INSIDE
OUR BRAND CORE ELEMENTS APPLICATIONS 1. Introduction 5 1. Logo 13 1. Business Card 28 2. Brand Story 6 2. Logo Grid 14 2. A4 Paper 30 3. Mission & Values 7 3. Logo Variations 15 3. Envelope 32 4. About Rawan 8 4. Safe Distance 16 4. Invoice 34 5. Moodboard 9 5. Smallest Size 17 5. Packaging 36 6. Gallery 10 6. Colors 18 6. Flyers 42 7. On a Background 19 7. Posters 44 8. Typography 20 8. Website 46 9. Black & White 22 9. Social Media 50 10. Logo Misused 23 10. Mockups 52 11. Brand Graphics 24
OUR BRAND 1. Introduction 2. Brand Story 3. Mission & Values 4. About Rawan 5. Moodboard 6. Gallery
1.1. INTRODUCTION Putting some measured flour, baking soda, eggs and a pinch of salt or some sugar in a bowl and whisk them, does not make you a pastry chef. Making pastry, is an art by itself, a combination between cooking, flavors, beauty and so many other elements, and for the pastry to be delecious, one must have to be passionate about what they are about to prepare and design. Rawan Massalha's pastry shop is going to offer delicious, delectable, mouth watering, delighful and enjoyable dessert and pastry ♥. The shop will be located in Daburiya, offering fresh coffee with abundant pastry kinds to choose from. Rawan Massalha Our Brand 5
1.2. Brand Story It always has been a dream of Rawan to open her own shop, whether it is a pastry shop or a simple café, even before she studied her first bachelor's degree, in Arabic literture. At some point, Rawan wanted to see some change in her life, she did not want to carry on with her current job for it is full of routin; she prefered change over routin. Thus why, she entered the baking industry, learned how to make various delecious pastry. \"Now, i can say that even if i spend many hours making sweets and pastry, I would be so happy, i chose a job that i love, and I dont think I will ever work a day in my life ♥ \" - Rawan Massalha Rawan Massalha Our Brand 6
1.3. Mission & Values Rawan Massalha is passionate regarding the pastry she serves, her goal is to serve irresistible baked goodies ♥. She always dreamed of opening a place where one can find peace of mind, have a cup of coffee by the side of delicious, high quality pastry, serving a wonderful customer experience. One of Rawan's goals is to present a consistent menu, in which is true to what the customer is expecting, for them to enjoy whensoever. Especially, when people of all ages enjoy delicious goodies, of all genders as well. The pastry shop is going to give the customers the feeling of familial warmth, and can be a place for people to connect and communicate with one another. Rawan Massalha Our Brand 7
1.4. About Rawan Rawan Massalha is 26 years old, from Daburiya, for the last 7 years she lived as well as studied in Tel Aviv, finished her bachelor degree in Arabic literature, and started to learn culinary and pasrty making in Danon school of culinary professions. It has been a dream of hers to learn and work in the pastry making industry, it can be said that she is pursuing her dream. Rawan Massalha Our Brand 8
1.5. Moodboard These pictures are both sentimental and visually stimulating. The inspiration lies in the style of these pictures, their colors and the feel of warmth you get when you look at them. Don't they say pictures speak thousands of words? Rawan Massalha Our Brand 9
1.6. Gallery Few pictures of the pastry goodies Rawvan has made, some delecious cakes, some delicate macarons with silghtly crunch texture, as well as various cakes and cupcakes, also sweet baked goods with frostings. Rawan Massalha Our Brand 10
And many more... ♥ Rawan Massalha Our Brand 11
CORE ELEMENTS 1. Logo 2. Logo Grid 3. Logo Variations 4. Safe Distance 5. Smallest Size 6. Colors 7. On a Background 8. Typography 9. Black & White 10. Logo Misused 11. Brand Graphics
2.1. Logo The logo consists of 4 elements, the first is the symbol of the cupcake in the middle, which has the name Rawan in Arabic as the shape of the frosting. Then Rawan's initials: R and M, in the middle, with a thin line diagonally cutting between the intials. Last but not least, two curved text around an invisible circle, that includes the name and the occupation. The primary version is in black and brownish color, as shown, Nevertheless, the logo can be represented in other versions and colors. Rawan Massalha Core Elements 13
2.2. Logo grid X X Size: X×X cm Cupcake symbol in the middle: Font: Diwany Letter - regular Color: #EABAB4 / #8C4A40 (30%) Curved text around a circle: Font: Miriam Fixed - regular Initials in the middle: Font: Castellar - regular Rawan Massalha Core Elements 14
2.3. Logo Variations Logo variations are basically rearranged versions of the main logo, for it to be more flexible and pliable in vast array of placements. For instance, the second option or alternative, is much the same as the main logo, aside from the curved text around the circle, which is tilted a bit counterclockwise. Whereas the third option, is primarily the icon of the cupcake, alongside the text written horizantally, unlike the previous variations. Rawan Massalha Core Elements 15
2.4. Safe distance The safe distance is the clear space surrounding X the logo which should be clear, so it wont ruin the 0.14X design. The logo should have clear space surrounding it, which is approximately 0.7 cm, for print use as well as degital use. Moreover, one should refrain from putting the logo more than once in a single page. Rawan Massalha Core Elements 16
2.5. Smallest size Not every logo works whenever the 5cm 4cm 2.7cm size gets smaller, as the text might 5cm 4cm 2.7cm get unreadable and sometimes 5cm 4cm blurry. Thus why there are minimum sizes for each logo: Smallest size for print use: 2.7 cm Smallest size for digital use: 67 px 2.7cm Rawan Massalha Core Elements 17
2.6. Colors One of the characteristics that distinct any logo, is their color palette. These colors are random, the first two from the left are the two primary colors, used in the logo, and in many other designs. While the rest, are the secondary colors that ae compatible with the first two. #8C4A40 #EABAB4 #2F4858 #844653 #FFFFF R: 140 C: 31% R: 234 C: 7% R: 47 C: 83% R: 132 C: 35% R: 255 C: 0% G: 74 M: 71% G: 186 M: 33% G: 72 M: 58% G: 70 M: 73% G: 255 M: 0% B: 64 Y: 66% B: 180 Y: 25% B: 88 Y: 44% B: 83 Y: 44% B: 255 Y: 0% K: 33% K: 0% K: 39% K: 35% K: 0% Rawan Massalha Core Elements 18
2.7. On a background These are variations of backgrounds in which the logo can be presented on, whether in print or in digital form. When adding the logo on an image or a color as shown bellow, it is necessary to match the colors of the logo to the background. The logo should not be positioned on a busy background or a color that is not compatible with the color palette chosen. Rawan Massalha Core Elements 19
2.8. Typography The primary font is Miriam Fixed, used in logo, headings and subheadings, while Monotype Corsiva and Corbel are secondary fonts, used in subheadings and texts. Primary Font Aa Miriam Fixed - Regular 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 01 02 03 04 05 06 07 08 09 10 Rawan Massalha Core Elements 20
Secondary Fonts Aa Monotype Corsiva - Regular 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 01 02 03 04 05 06 07 08 09 10 Aa Corbel - Light 21 Rawan Massalha 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 01 02 03 04 05 06 07 08 09 10 Core Elements
2.9. Black & White The colored version logo can be used on either black or white background. Furthermore, the logo can also be monochrome, whether black on white or on the contrary, white on black, as shown in the pictures. It is strongly recommended to use these two versions if necessary. Rawan Massalha Core Elements 22
2.10. Logo misused 1. Adding special effects to the logo (e.g. drop shadow). 2. Coloring the logo with off-brand colors. 3. Incorrect scale of the logo. 4. Changing the orientation. 5. Placing the logo over a busy background. 6. Altering the icon. 7. Changing proportions. 8. Using different fonts. 9. Placing the logo over an object. 10. Using thick stoke lines around the text. 11. Cropping the logo. 12. Using low opacity. Rawan Massalha Core Elements 23
2.11. Brand Graphics The graphics of a given brand compliment the logo design, amplifying as well as completing the brand identity. Using the repeat tool on the icon of the cupcake, the radial repeat tool, we created a flower or a star shape. The cupcake has the name Rawan in Arabic as the shape of the frosting. The colors used, are taken from the brand's color palette. Chosen according to the use of the graphics. Rawan Massalha Our Brand 24
Rawan Massalha Our Brand 25
APPLICATIONS 1. Business Card 2. A4 Paper 3. Envelope 4. Invoice 5. Packaging 6. Flyers 7. Posters 8. Website 9. Social Media 10. Mockups
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3.1. Business card Size: 5×9 cm 5cm 9cm 9cm In the front, the name of the chef and their 5cm contact information on the left side, while on 1cm the right is the business' logo. 0.7cm 1cm Font: Monotype Corsiva - regular Colors: #00000 + # 8B4A3F 28 Whereas, from the back one can see the logo in the middle, with one of the primary colors in a trapezoid shape. Rawan Massalha Applications
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3.2. A4 Paper 21cm 6cm 4cm 4cm Size: 29.7×21 cm 30 Logo is centered in the top middle of the page. Logo size is: 4×4 cm 29.7cm Rawan's details, such as the phone number, email, location, and instagram's username are located on the bottom of the page. With plenty empty space in the middle to write recipes, special offers, price lists and many more. Rawan Massalha Applications
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3.3. Envelope Size: 11×22 cm This envelope is mainly for A4 paper, folded twice. The logo is located on the right, on a rectangle strip, while beneath it is the chef's details. 22cm 11cm 5cm 32 Rawan Massalha 2.7cm 1.7cm Applications
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3.4. Invoice 15cm Size: 21×15 cm 1cm 2cm The invoice or the tab is an important document issued by the seller, which has the details of any given 3.5cm purchase: products, prices and quantities. Even the electoric version of invoices which is not 2cm paper-based, requires a design, thus why it is essential to have a design for the invoice document. 21cm Logo is centered in the middle top of the page, along side Rawan's information. Logo size is: 4×4 cm Rawan Massalha Applications 34
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3.5. Packaging 9cm 21cm These are few examples of the packaging and boxing for the 30cm brand. The colors used are from the Applications 36 brand's color palette, as well as the fonts used. The boxes may vary in size, but it is a must to have the logo on it and the contant information of the brand as well as other related informations if needed. Rawan Massalha
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21cm 21cm 9cm 9cm 30cm 30cm Rawan Massalha Applications 38
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8cm 8cm 9cm 9cm 15cm 7cm 15cm 7cm Rawan Massalha Applications 40
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3.6. Flyers Size: 21×15 cm 15cm Presented is the menu of the 21cm pastry and cafe shop. The colors used are taken from the brand's color palette. The fonts used: Corbel Monotype Corsiva Rawan Massalha Applications 42
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Size: 21×15 cm Presented is the another 15cm version of the menu of the pastry and cafe shop. 21cm The colors used are taken from the brand's color palette. The fonts used: Corbel Monotype Corsiva Rawan Massalha Applications 44
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3.7. Posters Size: 42×29.7 cm 29.7cm Presented is a poster of the pastry and cafe shop, which can be presented as a street sign. 42cm Rawan Massalha Applications 46
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3.8. Website The elements used in the website are almost the same as the brand's elements. For instance, the colors used are the same as the brand's ciolor palette. However there is difference in the fonts used. The fonts used in the websites: Cizel Avenir Light Rawan Massalha Applications 48
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