barkery 28
DESCRIPTION
Identity ManualTRANSCRIPT
“A man’s soul can be judged by the way he treats his dog.”
Charles Doran
Contents
BACKGROUND
08 Mission Statement
09 Shop Profile
IDENTITY
12 Primary Logo
13 Secondary Logo
14 Clear Space Requirements
16 Sizing Requirements
17 Color Palette
18 Color Variations
20 Acceptable Color Treatment
21 Unacceptable Color Treatment
22 Unacceptable Logo Treatment
24 Primary Typeface
25 Secondary Typeface
BUSINESS SYSTEM
28 Primary Paper Specs
29 Secondary Paper Specs
30 Letterhead Specs
32 Envelope Specs
34 Business Card Specs
APPLICATIONS
38 Promotional Brochures
42 Website
46 iPhone Application
ENVIRONMENTAL GRAPHICS
50 Merchandise
PROCESS
54 Research
58 Development
Background
“Whoever said you can’t buy happiness forgot little puppies.”
Gene Hill
8 • Background
It is our belief that our dogs are not just our pets; they are our family, and we will provide them with care, love, respect, and the healthiest lifestyle.
Mission Statement
Background • 9
Barkery 28 is a store providing dog owners with a healthy alternative in food, toys, and accessories for their dogs. All products sold by Barkery 28 are made with natural ingredients or organic materials.
Barkery 28 is located on 8th Street in downtown Holland, Michigan. Downtown Holland is the location to a variety of specialty shops in addition to many local restaurants, which makes Barkery 28 a good fit. This area of the city is rather busy with a steady flow of foot traffic and people walking in and out of the many shops. Holland itself is a dog-friendly city, which is an added benefit to the store’s location. Often people are seen walking their dogs in the area, and there are several dog parks located within min-utes of the downtown area.
Dogs are always welcome to come inside Barkery 28 to participate in the shopping experience. The store is remi-niscent of an old candy shop or ice cream parlor. Treats are available in old-fashioned candy jars and they can be sampled by the dogs. This ensures that the owner leaves the shop with food that they know the dog will enjoy.
Barkery 28 offers a variety of products including all natu-ral dog treats and food, organic toys, and non-toxic water bowls and food dishes. However, the store is best known for the handmade dog treats. The treats made at Barkery 28 are made only of human quality ingredients, and they are made with real fruits and vegetables. Prepackaged all natural dog treats and food are also available.
Shop Profile
Identity
“I hope to be the kind of person my dog thinks I am.”
Unknown
12 • Identity
The primary logo is used for most applications. This logo must always be used on all of the pieces of the business system—letterhead, envelope, business cards. It is also to be used on brochures and the website. It can also be used for environmental graphics.
The primary logo is a wordmark accompanied by a bone symbol placed between thin rule lines.
Refer to this manual for correct usage of the logo.
Primary Logo
Identity • 13
The secondary logo for Barkery 28 is used less frequently. It must be used for the iPhone application and for other applications in which the bone will be too small to see.
Secondary Logo
14 • Identity
The height of “twenty-eight” in the logo is “x.”
The logo must maintain a space of 1⁄4 x between the bone symbol and the words on either side.
To separate the logo from other graphic elements on the page—or when keeping it from the edge of the page—a minimum space of “x” is required.
Clear Space Requirements
x
x
x x
Identity • 15
x
x
x x
The height of “twenty-eight” in the logo is “x.”
The secondary logo must maintain a space of 1⁄4 x between “Barkery” and “twenty-eight.”
To separate the logo from other graphic elements on the page—or when keeping it from the edge of the page—a minimum space of “x” is required.
16 • Identity
The primary logo can be sized down to 9 ⁄10” for its smallest application. This is the size to be used on business cards. If an application will require the logo to be a smaller size, it will be necessary to use the secondary logo.
A set minimum size is required to ensure that the bone and thin rule lines are able to be seen clearly.
Sizing Requirements
9⁄10”
1⁄2”
The secondary logo can be sized down to 1 ⁄2” for its small-est application. Nothing smaller than this may be used as the rules lines become noticeably less visible. It is also important that “twenty-eight” can be read clearly.
Identity • 17
The Barkery 28 identity system has two colors in its color palette. The blue and pink colors selected portray a level of sophistication; they are representative of a store that caters to both male and female taste.
Color Palette
CMYK: 67, 48, 38, 10
RGB: 96, 115, 127
PMS: 202-5 C
Hex: #617381
CMYK: 11, 36, 6, 0
RGB: 226, 182, 203
PMS: 150-6 C
Hex: #DDADC5
18 • Identity
The full-color version of the logo is to be used whenever possible. This logo is most appropriate for application on white or light colored backgrounds. This version of the logo should never be used on dark backgrounds.
Color Variations
The one-color version of the logo is to be used when the full-color version cannot. This logo may be used to keep the cost for printing lower if needed. It may also be used in any instance in which the pink color of the strokes will be too light to be clearly seen.
Identity • 19
The black and white version of the logo is only used when it is not possible to use the full-color logo or one-color logo. This logo may be necessary to use in applications such as newspaper advertisements.
The reverse version of the logo is used if the logo is being applied on top of dark colored backgrounds. This version of the logo is specifically used on the iPhone application and on the cover of various brochures.
20 • Identity
These are acceptable color treatments for both versions of the logo. Pink should never be used for the wordmark. It is intended solely for use on the bone and rule lines. For this reason, the secondary logo only appears in blue.
Acceptable Color Treatment
Do not use the reversed logo over a light color.
Identity • 21
Pink is never the primary color for the logo.
Unacceptable Color Treatment
Do not change the color of the logo.
Don’t place the color logo over a dark background.
Don’t place the logo over a busy background.
22 • Identity
Unacceptable Logo Treatment
Never distort the logo.
Never crop the logo.
Identity • 23
Never alter typefaces.
Never rotate the logo.
24 • Identity
Primary Typeface
Bickham Script Pro
ABC DEF G HIJKLM N OPQRSTUVW X YZabcdefghijklmnopqrstuvwxyzBaskerville
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Baskerville Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Baskerville Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Bickham Script Pro is strictly used for the logo and for the employee’s name on business cards.
Baskerville is used for the logo and all other applications. Baskerville Semibold is used for headlines on all printed materials. Baskerville Bold may be used on headlines in place of Semibold when it is necessary to do so.
Identity • 25
Univers is a secondary typeface that is used for the body copy of printed materials for Barkery 28. Univers Bold is used for secondary headlines.
Secondary Typeface
Univers
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Univers Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Business System
“Dogs are not our whole life, but they make our lives whole.”
Roger Caras
28 • Business System
The premium grade paper is to be used for all of Barkery 28’s printed materials. This includes the letterhead, enve-lopes, business cards, and brochures.
Neenah’s line of environmental papers reflects the values of Barkery 28 as a company. This paper selection is made with 80% post-consumer waste and is FSC certified.
Primary Paper Specs
Letterhead and Envelope
Neenah Environment® 80PCUltra Bright WhiteSmooth Finish80lb Text
Brochure
Neenah Environment® 80PCUltra Bright WhiteSmooth Finish100lb Text
Business Card
Neenah Environment® 80PCUltra Bright WhiteSmooth Finish100lb Cover
Business System • 29
Secondary Paper Specs
The secondary grade paper is used as a low-cost alterna-tive for all of the company’s printed materials.
Domtar’s line of Cougar papers coincides with the values of Barkery 28 as a company. This paper selection is made with 10% post-consumer waste and is FSC certified.
Letterhead and Envelope
Domtar Cougar 10PCWhiteSmooth Finish80lb Text
Brochure
Domtar Cougar 10PCWhiteSmooth Finish100lb Text
Business Card
Domtar Cougar 10PCWhiteSmooth Finish100lb Cover
30 • Business System
Size
81⁄2“ x 11”
Typography
Body CopyUnivers 55 Roman8 pt. over 10Tracking: +5
Contact InfoBaskerville Regular9 pt. over 11Tracking: 5
Letterhead Specs
Color
LogoPMS: 202-5 CPMS: 150-6 C
Body CopyBlack
Paper Stock
See pages 26, 27
The letterhead should always maintain a 1” margin from the top of the page, a 1⁄2” margin from the bottom of the page, and a 11⁄2” margin from the left and the right edges. A 11⁄4” margin should be between the logo and the letter.
A margin of 1” or more should be between the end of the letter and the store contact information.
The logo placed on the letterhead should be 3” wide. The logo and contact information should be centered.
Business System • 31
11⁄4”
1”
1”
1⁄2”
11⁄2” 11⁄2”
32 • Business System
Envelope Specs
Size
91⁄2“ x 41 ⁄8“
Typography
Baskerville Regular9 pt over 11Tracking: 5
Color
LogoPMS: 202-5 CPMS: 150-6 C
AddressPMS: 202-5 CPMS: 150-6 C
Paper Stock
See pages 26, 27
Business System • 33
The front of the envelope should always have a margin of 1⁄2” from the left and a 7 ⁄20” margin from the top.
The back of the envelope should always have a margin of 12 ⁄5” from the left and a 1⁄4” margin from the bottom.
The logo placed on the envelope should be 2” wide.
7 ⁄20”
1⁄2”
1 ⁄4”
12 ⁄5”
34 • Business System
Business Card Specs
Size
31⁄2“ x 2“
Typography
Bickham Script Pro39 pt, Tracking: 0
Baskerville Regular7.5 pt, Tracking: 59 pt, Tracking: 200
Color
LogoPMS: 202-5 CPMS: 150-6 C
Body CopyPMS: 202-5 C
Paper Stock
See pages 26, 27
Business System • 35
The front of the business card always maintains a margin of 2 ⁄5” from the top, 3⁄20” from the bottom and 1⁄2” from the left and right. There is 1⁄2” margin between the logo and the contact information.
The front of the business card features the logo, which is always centered. It also features the address and website of the store, which are centered.
The back of the business card always maintains a margin of 1 ⁄3” from the top, 3⁄20” from the bottom and 2 ⁄5” from the left and right. There is 1⁄2” margin between the employ-ee’s name and their personal contact information.
The back of the business card features a replication of the logo that instead features the employee’s name and the position they hold at the store. Like the logo on the front of the card, this is centered. Also featured is the employ-ee’s personal contact information, which is also centered.
2 ⁄5”
1⁄2” 1⁄2”
1⁄2”
3⁄20”
1 ⁄3”
2 ⁄5” 2 ⁄5”
1⁄2”
3⁄20”
Applications
“The average dog has one request to all humankind. Love me.”
Helen Exley
38 • Applications
Promotional Brochures
Applications • 39
40 • Applications
1 ⁄2”
3 ⁄4”
3 ⁄4”
3 ⁄4”1 ⁄4” 1 ⁄4”
The Barkery 28 brochure utilizes a three column grid with 1 ⁄4” margins between the columns. The bottom, left, and right margins are 3 ⁄4”. There is a 1⁄2” top margin.
Size
Flat: 24“ x 5“Single Page: 8” x 5”
Typography
Primary HeadlineBaskerville Semibold16 pt over 18
Secondary HeadlineBaskerville Semibold13 pt over 15Tracking: + 5
Body CopyUnivers 55 Roman8 pt over 10Tracking: +5
Color
LogoPMS: 202-5 CPMS: 150-6 C
Body CopyBlack
Contact InfoPMS: 202-5 C
Paper Stock
See pages 26, 27
37 east 8th street • holland, mi 49423 • t 616.355.3425 • f 616.355.3426 • www.barkery28.com
Applications • 41
1 ⁄2”
3 ⁄4”
3 ⁄4”
3 ⁄4”1 ⁄4” 1 ⁄4”
1 ⁄4”
1 ⁄4”
The logo on the back page of the brochure is 2” wide and fits directly into the center column of the brochure. The contact information for the store is centered horizontally. It sits directly on the 3⁄4” margin from the bottom.
The cover of the brochure breaks the grid that is used in the rest of the brochure. The cover features a full page image of a dog with the logo placed on the bottom right. The logo is 2” wide and is 1⁄4” from the edges.
42 • Applications
The Barkery 28 website is an informational tool. The user is able to browse the treats made in the store and read about their health benefits —allowing the user to educate himself before coming into the store.
The treat finder is a three question survey taken from the perspective of the dog. It first asks the dog to identify the size of its breed. Then he identifies any food allergies he has. Last, the dog is able to check off the different quali-ties he is looking for in a treat such as “immunity boost,”
“protein power,” or “joint relief.”
Website
Additionally, the site offers information regarding the dif-ferent ingredients that are used in Barkery 28 treats. It not only shows what is being put into the treats, but how those ingredients will benefit the user’s dog.
Also featured is information about the store. This section of the site includes employee profiles, additional product listing, and general information about the store such as its location and the hours of operation.
Applications • 43
44 • Applications
Applications • 45
46 • Applications
The iPhone application is a guide to the treats made in the store. When the application opens, the user is brought to the homepage featuring a photograph of a dog.
The user can navigate through the application with five navigation buttons at the bottom.
The “Featured” page showcases treats of the week. The treats of the week are three treats that are on special.
The “Browse” page allows the user to navigate the treats available from the store. They can browse all of the treats, by key ingredients, by health benefits, and by treats that are appropriate for dogs with different food allergies.
iPhone Application
After a category is chosen, the user is brought to a page featuring a treat with its name and price. The treat can then be added to their favorites or to their shopping cart. The user can navigate through all of the treats within the chosen category by arrows on either side of the photo.
The “Favorites” page features all of the treats that the user has added as a favorite. This feature allows the user to quickly order the treats their pet loves.
The “Cart” page shows a summary of their current order. They are able to quickly add, change, or cancel any aspect of their order. Once the order is submitted, the user can pick up the order at the store.
Applications • 47
Environmental Graphics
“Buy a pup and your money will buy love unflinching.”
Rudyard Kipling
50 • Environmental Graphics
All merchandise uses a pattern of 28 dog bones in alter-nating colors of the blue and pink company colors.
Some of the official merchandise offered at Barkery 28 includes bowls, water bottles, and treat jars.
Merchandise
Environmental Graphics • 51
Process
“The dog represents all that is best in man.”
Etienne Charlet
54 • Process
Old-fashioned candy shops and bakeries served as the inspiration for the look and feel of Barkery 28.
Research
Process • 55
A visit to local specialty shops helped determine how to brand a shop geared toward dogs.
56 • Process
Mood boards helped determine the visual direction of Barkery 28 with type and color.
Process • 57
Word listing determined the final name for the shop: Barkery 28.
58 • Process
The logo evolved from sketches and critiques from peers.
Development
Process • 59
Continuous iterations of the logo were made.
60 • Process
The critique of Barkery 28 at the Yardsticks competition helps the brand further evolve.
Process • 61
Evolution of the brand continues with sketching, prototyping, and research into natural dog treats.
©2011 Samantha MatthewsBarkery 28 : Identity Manual
