The baker BRAND GUIDE

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BRAND GUIDE Creating a cohesive branding design takes a lot of passion, collaboration, and dedication. As designers, it is our duty to make sure that your brand performs great, especially when it is time for it to shine under the spotlight. The following guidelines are meant to ensure that \"The Baker & The Golden Girl\" brand will be used in a way that upholds aesthetics, profession- alism, and consistency. 2

What's the story? Let's make it simple Travel is all about experiencing a journey that changes you. An impact is often left behind on the people you meet, however small. In return, as you get invited into their culture, beautiful marks are also placed on your consciousness, your memory, and your heart. It usually happens in a context where both sharing a meal and a story play an important role. You’ll quickly realize that the best food is made by people who deeply care about ingredients and traditions. People who realize that food holds the fabric of society because many of the memories that define us are created around it. People who know that the best food is most of the time, simple food. 3

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MINIMUM SIZE The smalest Logo should be represented is 1” inch high. 5

PRIMARY LOGO The Baker & The Golden Girl\" primary logo is an elegant badge that combines vintage design with a modern vibe. The design concept was created to match the idea of clean-label baked goods made by a \"hipstery-modern & clean-cut baker\", who happens to be a German Master Pastry Chef, inspired by simple yet well-executed recipes in the company of his faithful companion \"The Golden Girl\". The main logo will be used across primary brand applications. It is designed to make it easily identifiable in both digital and printed outlets. It is essential for successful branding to maintain both the character and the integrity of the con- cept. Thus, the following guidelines. 6

SECONDARY LOGO The Baker & The Golden Girl secondary logo is a simplification of the primary logo. It is de- signed to be used in applications to maintain visibility when sizing down. It is important to maintain consistency of design. Thus, do not use primary and second logos on the same marketing asset. For example, do not use the secondary logo as the profile picture if the primary logo is used as a header. The monogram was designed to be used instead of the primary logo when clearer visibility may be required by the marketing asset. For example, the monogram can be used as a profile picture on Instagram since the username will be adjacent to it. 7

B. MONOGRAM SYMBOL 8

COLOR USage b. The tricolor pallet was chosen aiming to match one core value of the brand \"modern-elegancy\". The logo can be used in black, white, and gold against neutral backgrounds (A,D). It can also be used in color against a white and black back- ground (B,C). a. c. d.

CLEAR SPACE In order to maintain legibility, please keep a minimum clear space around the logo of measured in proportion to the & symbol. The objective would be to protect the brand from competing graphic elements such as images, text, or other graphics that may impact its visibility. The length of minimum clear space can be easily guided by the size of the ampersand. Such a measure applies for both the primary and secondary logos and must be maintained proportionally when resizing. 10

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PHOTO BACKGROUND There are multiple ways to use \"The Baker & The Golden Girl\" logo on photographic backgrounds. The basic principle would be to use it with care so that no obstruction occurs when displaying the brand. In most cases, you can use either the solid white or black versions of the logo on top of any background imagery. Tips: 1. Photos with shallow depths-of-fields work best. 2. Avoid crowded images displaying too many details. 3. Please apply a dark overlay on the image in case the background may compromise visibility. 12

Potential Hazards A. Do not rotate. A few rules of thumb are necessary to maintain B. Do not Squash or stretch. the integrity of the brand. Do not compromise the overlook of the logo by rotating, skewing, or C. Do not place foreign distorting in any way - including drop shadows elements in the clear spaces. and outlines. The following are a few examples of possible deal-brakers: D. Do not resize without maintaining proportions. 13 E. Do not arbitrarily rearrange elements. F. Do not combine unofficial graphics with the trademark. G. Maintain color consistency. H. Do not add dropshadows or foreign fonts. I. Do not encapsulate the logo on a geometrical background over a graphic asset.

a. b. c. d. e. f. g. h. i. 14

THE BAKER & THE GOLDEN GIRL born to bake Our mission is to provide a sensorial experience for people to feel comfort of the body, the mind, and the soul by using clean label ingredients and sharing the story behind each recipe. 15

TYPOGRAPHY BLANCH CAPS BOLD Typography is a powerful brand tool when abcdefghijklm used consistently. The following are the set of nopqrstuvwxyz typefaces that best represent our branding 1234567890 concepts of bold, modern, and clean with a touch of hipster vibrance. They can be used Quicksand across all print and digital assets. Book ABCDEFGHIJKLM BLANCH CAPS (BOLD) NOPQRSTUVWXY Z1234567890 Use for headlines. 16 UPPERCASE Web letter-spacing: .1em QIUCKSAND (book) Use for body copy. Sentence case Web letter-spacing: 0

Color palette Tussock GOLD Color is an integral part of the CMYK : 24, 40, 93, 3 brand identity. The consistent use of RGB: 194, 149, 59 the color palette reinforces the cohe- Hex: #C4973B siveness of the brand. It also serves a psychological purpose by communi- Porcelain WHITE cating your core values. CMYK : 4, 2, 2, 0 The gold tone is warm, inviting, and RGB: 242, 243, 244 elegant. It stimulates the appetite, Hex: #F4F5F6 and represents dependability. The white tone stimulates clarity, purity, HEAVY METAL BLACK cleanness, and hope. The black tone gets a classical and elegant appeal CMYK : 72, 64, 65, 71 by portraying power, authority, RGB: 35, 37, 36 strength and sophistication. Hex: #232524 17 Harvest Gold CMYK : 11, 28, 62, 0 RGB: 227, 184, 118 Hex: #E5BA76 Corduroy CMYK : 62, 52, 54, 25 RGB: 93, 96, 94 Hex: #5D605E

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Questions? - Let's talk We care about your brand and design. If you have any questions, please feel free to contact us directly. The guidelines are meant to protect the character of the brand but they can certainly be flexible when it comes to applying creativity. If you have an idea, let's realize it. BRAND DESIGN project manager/copywriter. BLVART DESIGN CO. DAVID A. HERNANDEZ 19

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