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sweetstandardsSweet Escape’s Graphics Standards Manual

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contentsCEO’s note

logo- don’t touch this!

color- get creative...with 4 colors or less

type- genius with Girls are Weird and Century Gothic

letterhead and envelope- receiving snail mail is fun again!

business card- your ticket out of reality and into chocolate ecstasy

579111317

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Stay sweet,

H ey there! My name is Karen Fritschel, and I am the CEO of Sweet Escape. My company is a

gourmet chocolate company with a soul. I’d like to consider myself a smart businesswoman, but first and foremost I am a people person and chocolate lover. This is why being a customer of Sweet Escape is about more than just the chocolate purchase-it is about the chocolate experience.

Sweet Escape provides high-quality chocolate products, but we specialize in chocolate packaging. We have a quirky and welcoming personality that people feel they can relate to. I want the personality of my company to shine through in every way possible, and this is where graphics standards come in.

These standards are meant to show you how and why Sweet Escape graphics are the way they are. My hope is that, after reading through this manual, you will understand all of the important elements needed to uphold Sweet Escape’s image as the chocolate shop that can help you .

ce0's note

get away from the everyday

sweet

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The logo is without a doubt the essence of Sweet Escape’s image. It is the one small element a customer will see most frequently, whether it’s in a magazine ad or on their chocolate bar. It is essential that this logo be consistent and immediately recognizable, so we’re providing you with pointers on how to work with...and not work with...this logo.

It doesn’t matter what color the box is. It ruins the logo’s free movement!

It is only meant to be used on the chocolate-colored background or another darker background.

See how the alignment of the ribbon on the “t” is off? To properly resize the logo, use the scale tool so all logo elements are resized the same amount.

sweetescape

logoThis Sweet Escape logo was created to demonstrate Sweet Escape’s personality.The brown “Sweet,” written with Girls are Weird, looks like it’s handwritten in chocolate and has a bow making up the cross stroke of the “t” to symbolize our expertise in packaging chocolate. The “sweet” represents the fun, personable side of the company (and its obsession with chocolate).

The “escape,” aslo written in Girls are Weird, is the same color as the ribbon on the “t” in sweet.

This logo is the original Sweet Escape logo that is most widely used.

This logo should only be used when on our chocolate background with specific effects (see page 9) or on another dark background.

Note: Although this logo is created from only one font (see page 11) DO NOT try to get creative and make this logo on your own. Please download official logos from our website: www.sweetescape.com/logo

Our logo, our identity:

sweetescape

sweetescape

Some logo DON’Ts: sweetescape

sweetescape

Don’t use this on white! Don’t fence the logo in! Don’t stretch the logo!

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Sweet Escape specializes in a personalized chocolate experience, so we wanted to keep the logo and resulting color palette as neutral as possible so our customers know that, when they come in our store, they can create as they please because our products are their canvas.

PANTONE DS 231-4 U(teal)

PANTONE DS 317-2 U(brown)

These two colors are used in the original Sweet Escape logo. They are also the default colors for anything dealing with Sweet Escape.

When using these colors for headlines, typically you should use the brown for Girls are Weird and the teal for Century Gothic.

When using these colors for body copy, use the brown when writing a long passage. If it’s just a short blurb and you think it will still be readable, go for the teal.

Need to write on the chocolate background or create a Sweet Escape watermark? That’s what these two colors are for!

These colors are both desaturated versions of the original Sweet Escape colors (the percentage of color you should use is indicated below each box).

Don’t be fooled; this box is still PANTONE DS 317-2 U, it just has some fancy effects applied to it.

This brown is altered to look like real chocolate. It should be used on our official envelope and in any other case in which you would need a chocolate element.

To get this effect, bevel and emboss the brown 0p7 in Adobe InDesign.

colorThe Classic palette:

The Lightpalette:

PANTONE DS 231-4 U(85%)

PANTONE DS 317-2 U(30%)

PANTONE DS 317-2 U(0p7 bevel and emboss)

The Choc palette:

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Girls are Weird

Century Gothic Regular

Century Gothic Bold

Since the Sweet Escape logo is made from only one font that is a display type, this section should be pretty clear (geniuses, aren’t we?) There’s just a few things to note about Sweet Escape font etiquette:

Girls are Weird may seem like a strange font name, but deep down it is a very sweet font. This font should be used sparingly (yes, to preserve the rarity and beauty of it...but also to ensure the reader can actually read what’s been typed. It is called a display type for a reason; it should only be used for headlines that are 14pts or bigger (shown below).

Century Gothic ItalicCentury Gothic Bold Italic

Century Gothic is the little bit of country to Girls are Weird’s rock and roll (read: Century Gothic is the modern, easy to read font). Obviously, you can use this font for anything dealing with writing about Sweet Escape. If you are writing a lengthy passage complete with headlines and subtitles and Girls are Weird will not do as a headline font, you can use any variation of Century Gothic (shown to the right).

Girls are Weird

As for color, as explained on page 9, we’d prefer if you use brown for long passages and letters. Other than that, go for the teal.

To stick with the illusion of it looking like it is written with chocolate, we’d prefer if you leave it as one of the two variations of brown in our color palette. However, if a design lends itself to a teal headline, you can use it.

typeA sweet font:

A clean font:

Girls are Weird

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The Sweet Escape letterhead further enforces Sweet Escape’s personality as a company that is simple yet pays great attention to detail. This letterhead, along with our other stationery, is meant to be a continuation of the chocolate experience that takes place in our store.

In the letterhead copy you will find some tips on Sweet Escape writing style. Measurements given are for a design on normal 81/2 X 11 paper.

As you may have noticed, we say “get away from the everyday” a lot. That’s because, at Sweet Escape, it’s our mantra as chocolatiers and as everyday people. At Sweet Escape, we strive to help customers create their own chocolate concoctions, but we also help them break away from the monotony of the everyday grind and celebrate life. We want to do that even through the letters we send.

Dear Joe Manualreader,

The front of the letterhead is simple, with only the logo at the top and a swatch of various chocolate wrappers we offer at the bottom.

As you will notice, we do not indent our paragraphs in our letters. We think that the break between paragraphs is enough.

Also, now might be a good time to tell you about Sweet Escape writing style. To continue the Sweet Escape chocolate experience outside of our stores, we like to right just the way we talk (with good grammar of course). The writing is formal enough to be business writing, but just casual enough to make the reader feel like they’re in our store chatting with the chocolate chef.

Oh, and also, we like to keep our writing short and sweet, just like some of our chocolate.

Stay Sweet, Title of Writer Goes Here.

3p0

5p8

2p3

3p0 3p0

letterA simple letterhead:

A simple motto:

get away from the everyday

get away from the everyday

get away from the everydayget away from the everyday

We prefer that you use Girls are Weird font with the classic brown Pantone, but any of the combinations shown are acceptible:

NEVER capitalize the slogan..we like it laid back and lowercase just as it is.

95 N. Broad Street St. Louis, MO 30566 302.420.2322 (office) 302.434.2304 (fax) www.sweetescape.com

sweetescape

3p0

1p7

8p9

5p6

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95 N. Broad St.St. Louis, MO 30566

sweetescape

The Sweet Escape chocolate experience goes one step further in our company envelopes. There is a surprise for the recipient who opens this envelope—a slight chocolate scent. (This scent was formulated to smell very similar to our chocolate, so any old chocolate scent won’t do. You must order our envelopes from headquarters.)

Here you will find a breakdown of spacing and margins needed for the envelope. Measurements given are for a design on standard envelope size (23p6 x 56p7)

4p0

5p5

9p5

21p1020p11

9p8

13p

5.5

1p10

7p7

envelopeThe front:

The back:

this almost smells as good as our chocolate...almost.

get away from the everyday

0p8

sweet

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sweetescape95 N. Broad St.St. Louis, MO 30566

Karen Fritschel

302.420.2322kfrit@gmail.com

CEO and Chocoholic

The Sweet Escape business card is the one thing every Sweet Escape employee has to give out to their customers. These cards should really be used often, as a customer can contact their chocolatier consultant anytime they need something...even if it doesn’t have anything to do with chocolate. We want this card to last and have a special place in our custom-ers’ wallets next to their child’s school portrait. (This card also serves as a 20% off coupon when presented at the register.)

8p3

0p9

1p8

1p7

1p71p8

12p0

1p0

11p5

0p8

This card is 21p3 high and 12p9 wide.

The back:

The front:

card

This is your ticket out of reality and

into chocolate ecstasy.

Good towards 20% off of your next purchase at a

Sweet Escape store.

0p8

0p8

95 N. Broad Street St. Louis, MO 30566

302.420.2322kfrit@gmail.com

Still have questions? Contact Karen at Sweet

Escape Headquarters: