2. 3
2
Swinburne University of Technology
School of Design
Semester 1, 2014
DCO20001
Brand & Identity
Grace Glover
9742166
Joanna Gardener
Contents
5 Introduction
6 Competitor Marks
7 Competitor Analysis - N2
8 Competitor Analysis - Messina
9 Competitor Analysis - Ben & Jerry’s
10 Client Values
11 Client Mission Statement
12 - 13 Mood Board
16 Final Logo
17 Logo Rationale
18 Black and White Logo, Reversed out
19 Clear Space Boundary, Minimum Size
20 Corporate Alphabet
21 Colour Palette
22 - 23 Logo Integrity
24 - 25 Toolbox
28 Stationery - Letterhead
29 Stationery - Invoice
30 Stationery - Business Card
31 Stationery - Envelope
32 Stationery - Email
33 Stationery - Powerpoint
34 - 35 Stationery Set
36 - 37 Applications - Store
38 - 39 Applications - Packaging
40 - 41 Applications - Staff Uniforms
42 - 43 Applications - Advertising
44 - 45 Applications - Transport
46 - 47 References
50 - 53 Label Swap
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Within this book you will find the logo design process as well as stationary and applications
for the brand Sundaes Icecream Parlour.
Sundaes is an independent, traditional ice-cream parlour located in Melbourne CBD with
a great understanding of quality and customer service as well as creating an unforgettable
experience to staff and customers, Sundaes is committed to customer satisfaction.
Having a rockabilly, 50’s drive in parlour theme, Sundaes guarantees that every individual
involved in the company, be it staff, customers or consumers, will have the rockin’est
experience as soon as you step through the doors.
Sundaes Icecream Parlour
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Competitor Marks
Local Ice-creameries
National Chains
International Chains
N2 is a very different type of
ice-cream company and they definitely stand out
from the mainstream.
The logo is very simple yet being black on white it is
really bold and stands out. For N2, going simple has
been really beneficial for the company, having such
a statement of a logo that is easily recognisable has
been the companies real success.
All of their collateral definitely shows off the brand
name and is never surrounded by overpowering
imagery or text that takes away from the logo,
making it a very clever and
effective mark.
By using their mark on every aspect of the brand, it
allows the brand to be recognised and remembered.
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8
Messina is one of those very
high end ice-cream parlours for special occasions.
Everything is very particularly thought out and very
delicately put together.
The logo can be seen just by itself or with the
very distinctive pattern that makes the brand so
recognisable. Having the two different types of logo
can be really beneficial, seeing as the pattern is so
intricate and bright it helps to bring things back to
basics when using just the text logo.
The company brands just about everything, making
sure the logo is the forefront of the company which
has been an obvious success with the company’s
high status.
Ben and Jerry’s is one of those very recognisable
names that as soon as you hear the words or see the
logo you know exactly what it is.
They are one of those companies that goes
overboard with branding and are even seen as being
show offs, using their logo and typeface anywhere
they can to promote themselves.
The brand also has several elements of recognisable
branding, including the typeface, the original ice-
cream shaped logo and now the new modern take
on the dairy farm with lush fields and cows.
Having several different icons has made the brand so
successful and recognisable that you only need one
aspect to know the brand.
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10
Values
Commitment
Having a high level of dedication to the company, the staff and the customers
Service
Being readily available and having the highest level of exceptional service
Value
Giving the best value for your money for customers and being happy with the
end result
Experience
Giving people a memorable experience that will leave an impression
Passion
Having high enthusiasm and loving every minute of it
Quality
Using only the best, freshest ingredients and keeping the standards high
Dedication
Being whole heartedly devoted to the company, staff and customers
Memorable
Giving an unforgettable experience to customers and staff that will keep them
coming back for more
Mission Statement
We endeavour to create value for ourselves, our families, our customers,
suppliers and our community. We do this by creating as great a product
as possible, creating a positive working environment, acting with integrity,
openness and honesty, endeavouring to respect all those we come into contact
with, and remembering to inject as much fun, laughter and good humour into
the process as possible.
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Final Logotype Rationale
The concept behind the logo has taken inspiration from 50’s diners and the
rockabilly style.
The Cherries: Cherries are associated a lot with the 50’s, it is on prints and was used a lot as
a sweetener on Sundaes, ice-cream and milkshakes.
Cherries are sweet and yummy and are a fun and well, who doesn’t like cherries?
The cherries literally are ‘the cherry on top’ of the sundae.
The Text: The font choice draws inspiration again from 50’s parlours and drive ins, being
big, bright, fun and easily legible.
“Sundae’s” is more of a calligraphic style, being the main part of the brand name it needs
to stand out.
“Ice-cream Parlour” being the secondary heading, reflects the bold, stamp style that is
more classic and won’t go out of fashion.
The Enclosing Shape: This shape is based on the neon signs you would see at a 50’s
diner, drive ins, parlours and even in Las Vegas. The simplicity of this shape brings all the
elements together and adds that extra “pop” to making the logo stand out to consumers.
The shape also represents the top of an ice-cream in a cone.
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Corporate Alphabet
Avenir - Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Primary Font
Used for all general body text
Secondary Font
Only used when there is need for a stand out heading.
outstanding - regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Colour Palette
Pantone Black U
CMYK 0,0,0,100
RGB 0,0,0
White
Pantone 278 U
CMYK 41,18,0,0
RGB 146, 184, 226
Pantone 367 U
CMYK 46,0,77,0
RGB 145, 202, 106
Pantone 711 U
CMYK 12, 83, 64, 1
RGB 213, 80, 85
Pantone 709 U
CMYK 0, 65, 30, 0
RGB 243, 123, 137
Primary Colours
Secondary Colours
When appropriate, any colour in between lightest to darkest
of the primary colours may be used.
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Logotype Integrity
DO NOT rotate DO NOT stretch or condense DO NOT add, remove or change
design elements
DO NOT resize to smaller than 20mm
in height
DO NOT crop or align it to the edge of the page DO NOT use any unapproved colours or colour
combinations
We, at invite you
DO NOT use the logo as part of a sentence, phrase, or
headline
DO NOT use anything other than the high resolution
artwork
DO NOT redraw or retype the logo
icecreamparlouricecreamparlour
DO NOT enclose the logo inside another graphic DO NOT “tie in” any business names, product names,
slogans, tag lines, or other phrases with the logo
DO NOT overlap the logo with anything
DO NOT add graphical styles like drop shadows or
gradients
DO NOT stack the logo with any other graphic elements DO NOT use the colour logo on a colour background that is
not in the approved colour palette
DO NOT place logo on busy photographs or patterns DO NOT place text or shapes within the clear space
boundary
DO NOT increase the stroke around any element of the logo
Dear Sir
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Letterhead
Sundaes Icecream Parlour | 109 Rose Avenue Melbourne 3000 | T 93 226 257 | F 93 226 257
E info@sundaes.com.au | sundaesicecreamparlour.com.au
Stephanie Mallory
23 Pea Street
Moonee Ponds
Melbourne 3039
Dear Mrs. Mallory,
On behalf of the entire staff at Sundaes, I would like to take this opportunity to welcome you as a new
customer. We are thrilled to have you with us.
At Sundaes, we pride ourselves on offering our customers responsive, competent and excellent service.
Our customers are the most important part of our business, and we work tirelessly to ensure your complete
satisfaction, now and for as long as you are a customer.
I am also happy to inform you that I will be your primary point of contact at the company and i encourage
you to contact me at any time with your questions, comments and feedback.
Thank you again for choosing Sundaes as your icecream supplier, we are honored to serve you.
Sincerely,
Charlie Crumble
Charlie Crumble
Invoice
Sundaes Icecream Parlour | 109 Rose Avenue Melbourne 3000 | T 93 226 257 | F 93 226 257
E info@sundaes.com.au | sundaesicecreamparlour.com.au
Stephanie Mallory
23 Pea Street
Moonee Ponds
Melbourne 3039
Description Quantity Price (net) Amount
Sherbet Swirl 1 3Litre Tub $45 $45
Macwadamia Crunch 1 3Litre Tub $45 $45
Sweet Lemon Love 2 3Litre Tub $35 $70
Total $160
Invoice
Invoice No. 34
Invoice Date 07.05.2013
Due Date 2.05.2013
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Business Card
charlie crumble
109 Rose Avenue, Melbourne, 3000
T 93 226 257
F 93 226 258
E info@sundaes
sundaesicecreamparlour.com.au
charlie crumble
Envelope
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Email Signature Powerpoint Presentation
Commitment
Having a high level of dedication to the company, the staff and the customers.
Service
Being readily available and having the highest level of exceptional service.
Value
Giving the best value for your money for customers and being happy with the
end result.
Experience
Giving people a memorable experience that will leave an impression.
Passion
Having high enthusiasm and loving every minute of it.
Quality
Using only the best, freshest ingredients and keeping
the standards high.
Dedication
Being whole heartedly devoted to the company,
staff and customers.
Memorable
Giving an unforgettable experience to customers
and staff that will keep them coming back for more.
we only
use the
freshest
ingredients
We endeavour to create value for ourselves, our families, our
customers, suppliers and our community.
We do this by creating as great a product as possible,
creating a positive working environment, acting with integrity,
openness and honesty, endeavouring to respect all those we
come into contact with, and remembering to inject as much
fun, laughter and good humour into the process as possible.
Made Fresh
Daily
Enjoy
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34
Stationery Set
Stock choices for elements of the stationary include:
Letters/Invoice - Conqueror Laid Hi White 90 GSM
Business Card - Conqueror Laid Hi White 220 GSM
Envelope - Sky Blue 10 cm x 15cm 90 GSM
charlie crumble
109 Rose Avenue, Melbourne, 3000
T 93 226 257
F 93 226 258
E info@sundaes
sundaesicecreamparlour.com.au
charlie crumble
Sundaes Icecream Parlour | 109 Rose Avenue Melbourne 3000 | T 93 226 257 | F 93 226 257
E info@sundaes.com.au | sundaesicecreamparlour.com.au
Stephanie Mallory
23 Pea Street
Moonee Ponds
Melbourne 3039
Dear Mrs. Mallory,
On behalf of the entire staff at Sundaes, I would like to take this opportunity to welcome you as a new
customer. We are thrilled to have you with us.
At Sundaes, we pride ourselves on offering our customers responsive, competent and excellent service.
Our customers are the most important part of our business, and we work tirelessly to ensure your complete
satisfaction, now and for as long as you are a customer.
I am also happy to inform you that I will be your primary point of contact at the company and i encourage
you to contact me at any time with your questions, comments and feedback.
Thank you again for choosing Sundaes as your icecream supplier, we are honored to serve you.
Sincerely,
Charlie Crumble
Charlie Crumble
Sundaes Icecream Parlour | 109 Rose Avenue Melbourne 3000 | T 93 226 257 | F 93 226 257
E info@sundaes.com.au | sundaesicecreamparlour.com.au
Stephanie Mallory
23 Pea Street
Moonee Ponds
Melbourne 3039
Description Quantity Price (net) Amount
Sherbet Swirl 1 3Litre Tub $45 $45
Macwadamia Crunch 1 3Litre Tub $45 $45
Sweet Lemon Love 2 3Litre Tub $35 $70
Total $160
Invoice
Invoice No. 34
Invoice Date 07.05.2013
Due Date 2.05.2013
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Staff Uniforms
Mens
White roll sleeve t-shirt with logo over left pocket White roll sleeve shirt with logo over left pocket
Bowtie with cherry pattern
Womens
White roll sleeve t-shirt with logo over left pocket White roll sleeve shirt with logo over left pocket
White apron with logo and pattern
Headband with cherry pattern
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Label Swap
The idea of creating a label swap is to pick two very different products that would not normally
be confused with each other in regards to packaging and brand name, and swap and change
the label to do just that.
By swapping the labels, the idea is to see if people are able to make the differentiation straight
away, and if not, would they pick up the swapped label from the supermarket shelf without
realising exactly what it is.
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Original Products
These original products are very well known to our supermarket shelves and are generally found in every
household pantry. If we focus on the general aspect of these product, shape, colour, text, graphics, they are
purely recognisable through these features. When any one of these things is changed or altered, it changes
the overall effect of the product. What I want to explore is what happens when just the text is altered.
MATCHES
Longer Safety Matches Handy Pack 90
No Added
Colours
&
Preservatives
By swapping the main text aspects of each product, it has made it really difficult to decipher which package
is which at first glance. By leaving the actual package and original image the same it shows just how we
recognise labels by color, shape, graphics and font.
When the original and the swapped labels are put side by side they are relatively identical, and for those of us
who would really only glance at the package on the shop shelf it would be pretty easy to pick up the swapped
label without even realising.
Swapped Labels
