视觉识别指南 VISUAL IDENTITY GUIDE
快乐西饼屋开启你快乐的一天 Begin your happy day with HAPPY BAKERY
目录 CONTENT 背景概述 Company Overview 标志设计 Logo Design 关于我们 About Us 使命与愿景 Mission and Vision 品牌人色 Brand Personality 04 05 06 色彩系统 Colour System 主色 Primary Colour 辅助色 Supplementary Colour 19 20 字体版式 Typography 主要字体 Primary Typeface 次要字体 Secondary Typeface 22 23 品牌推广 Brand Promotion 产品包装 Product Packaging 积分卡 Loyalty Card 手提袋 Tote Bag 徽章 Button Badge 钥匙圈 Keychain 48 49 50 51 蛋糕手册 Customized Cake Catalogue 横幅 Horizontal Banner 站立式布条 Roll Up Bunting 海报 Poster 桌面广告牌 Table Tent 传单 Flyer 脸书 Facebook IG Instagram 社交媒体帖子 Social Media Post 社交媒体限时动态 Social Media Story 57 58 59 60 61 62 63 65 66 67 设计理念 Logo Rationale 标志锁定 Logo Lock- Up 适用标志 Applicable Logo 标志使用安全区域 Logo Clear Space 标志最小使用规范 Logo Minimum Scale 单色标志 Logo in Monochrome 标志的应用规范 Preferred Logo Application 标志的错误规范 Unacceptable Logo 08 09 10 11 12 14 15 17 第二要素 Secondary Element 第二要素（一）Secondary Element 1 应用规范 Preferred Application 第二要素（二）Secondary Element 2 应用规范 Preferred Application 25 26 27 28 应用领域 Application 名片 Business Card 信头 Letterhead 信封 Envelope 笔记本 Notebook 便利贴 Sticky Note 发票 Invoice 收据 Receipt 制服 Corporate Attire T恤 T- Shirt 帽子 Cap 围裙 Apron 招牌 Signboard 营业& 休息挂牌 Open& Close Door Sign 窗口帖子 Window Sticker 产品标签 Product Label 31 32 33 35 36 37 38 39 40 41 42 44 45 46 47 产品贴纸 Product Sticker 饼盒 Pastry Box 蛋糕盒 Cake Box 53 54 55
这本手册是快乐西饼屋的品牌识别系统基础。 它提供了正确使用视觉识别以保持品牌一致性 的指导方针和技巧。 本手册提供的结构和指导将使我们成为公认的 单一、一致的品牌，同时也适用于我们所有的 产品和目标客户。 This handbook serves as the foundation of our brand identity system. It provides the guidelines and skills for using the visual identity in the proper way to maintain brand consistency. The structure and guidance provided by this book will allow us to be recognised as a single, consistent brand while also accommodating all of our offers and target customers. 简介 INTRODUCTION
背景概述 COMPANY OVERVIEW
04 COMPANY OVERVIEW / 背景概述 ”Happy Bakery” is a family run traditional chinese style bakery founded by a cheerful lady, Madam Soh in 2000. The name "Happy Bakery" was inspired by Madam Soh's personality, who always had an angelic smile on her face and possessed profound love for baked goods that could bring happiness to others. By holding tight with our slogan, “Fresh Baked Everyday”, we strive to provide high quality baked goods made from traditional recipes so that the neighborhood can enjoy their healthy breakfast at an affordable price. “快乐西饼屋”是一家家族经营的传统中式面包店，由开 朗的苏女士创立于2000年。它的名字灵感来自苏女士的个 性，总是挂着天使般的微笑的她，热爱烘焙，并且相信这 可以给大家带来快乐。 关于我们 秉持着我们的信念，“新鲜烘焙”，我们提供由传统食谱制成的高品质烘焙食品，以便邻里 街坊能够以实惠的价格享用健康的早餐。 ABOUT US
MISSION Begin Your Happy Day with Happy Bakery We strive to deliver happiness to the neighborhood by offering fresh and affordable baked goods. 快乐西饼屋开启您快乐的一天 我们的目标是通过提供新鲜且价格合 理的烘焙食品来为邻里街坊带来幸福。 Comfort Customer with Tradi�onal Recipe We aim to evoke and preserve the memories of the customer by comforting them with traditional baking recipe. VISION My Choice, Happy Bakery We aspire to be the first choice bakery in the neighborhood. 使用传统食谱温暖顾客 我们的宗旨是通过传统的烘焙食谱来 温暖顾客，从而唤起和保存他们的记 忆。 愿景 我的选择，快乐西饼屋 我们立志成为邻里街坊的首选面包店。 05 背景概述 / COMPANY OVERVIEW 使命
06 COMPANY OVERVIEW / 背景概述 高品质 High Quality 价格亲民 Affordable 真诚 Sincere 热情 Hospitality 传统 Traditional 品牌人设 BRAND PERSONALITY
标志设计 LOGO DESIGN
DESIGN RATIONALE The logo is designed based on the concept of happiness and warmth. It is the combination of the illustration of a bread, which symbolizes us, and a love shape which symbolizes our customer. They hugs each other happily. The visual interacts the idea of our mission, to provide warmth and to spread joyous to our beloved customer. As a whole, the visual portrays a sunrise, which is exactly what our business aimed to be—always present, always cheerful, and always hopeful. 设计理念 幸福和温暖是标志的设计概念。它组合了是象征我们的面包插 图和象征顾客的爱心形。它们开心地互相拥抱。此设计传达了 快乐西饼屋忠于为客户提供温暖和快乐的使命。整体上，它描 绘了太阳，这正是我们的业务目标——永远存在、永远快乐、 永远充满希望， 就像太阳一样。 面包 bread 爱心 love 08 LOGO DESIGN / 标志设计
标志锁定 LOGO LOCK- UP 恰当的使用标志以保持品牌的完整性和呈现公司的统一形象。 Appropriate use of the logo for maintaining the integrity of the brand and presenting a unified image of the company. 这是我们的主标志，注意垂直锁定。 This is our primary logo, note the vertical lock up. 当主标志不适用时，使用副商标。 When the primary logo is not applicable, use the secondary logo. 主标志 Primary Logo 副标志 Secondary Logo 09 标志设计 / LOGO DESIGN
恰当的使用标志以保持品牌的完整性和呈现公司的统一形象。 Appropriate use of the logo for maintaining the integrity of the brand and presenting a unified image of the company. 适用标志 APPLICABLE LOGO 横向标志 Linear Logo *仅适用于招牌用途。 *Applicable for signnoard only 字体标志 Workmark 标志 Brandmark *仅适用于图标和徽章 *Applicable for icon and badge only. *适用于电子以及印刷用途。 *Applicable for digital and print media usage. 10 LOGO DESIGN / 标志设计
* X-指标 x- indicator 标志使用安全区域 LOGO CLEAR SPACE To ensure the logo is consistent, prominent, optimal and legibility, an area of clear space should be maintained around the logo to keep the logo highly visible without any distracting elements. Clear space is the space surrounding the logo that is kept free of all extraneous elements such as graphic elements, typography or photographic elements. As illustrated in the figure on the left, these elements should not cross in relation to the logo or invade the x zone. 为确保标志一致性、突出和易读，标志周围应留出一 块空白区域，以保持标志的高度可见性，没有任何分 散注意力的元素。 空白区域是标志周围的空间。任何无关的元素，例如 图形元素、字体或摄影元素，不应侵入该区域。如左 图所示，这些元素不应与商标交叉或侵入 X 区域。 x x x x x x 11 标志设计 / LOGO DESIGN
标志最小使用规范(电子） LOGO MINIMUM SCALE (DIGITAL) 为确保可读性和标志的有效性，电子商标的最小尺寸如图所示。请不要将标志调整为小于此 处所述的尺寸。 To ensure the readability and logo effectiveness, the minimum sizes of the digital logo are as shown. Please do not resize the logo smaller than the dimensions stated here. 230px 150px 200px 12 LOGO DESIGN / 标志设计
为确保可读性和标志的有效性，印刷标志的最小尺寸如图所示。请不要将标志调整为小于此 处所述的尺寸。 To ensure the readability and logo effectiveness, the minimum sizes of the print logo are as shown. Please do not resize the logo smaller than the dimensions stated here. 标志最小使用规范(印刷） LOGO MINIMUM SCALE (PRINT) 30mm 23mm 30mm 13 标志设计 / LOGO DESIGN
为了适应各种媒体的需求和保持标本的一致性，标志除了彩色版本以外，也包括黑, 白与灰 版本。此稿为标志的标准黑白图，主要适用于报纸广告等单色（黑白）印刷范围。使用时请 严格按照此规格进行。 Together with the colour version, a black, white and grayscale version logo is to fulfill the requirements of different media in order to maintain the logo's consistency. The illustrated standard monochrome logo will be most appropriate for newspaper ads and other monochrome printing applications. 单色标志 LOGO IN MONOCHROME 彩色 Full Colour 灰度 Grayscale 黑 Black 白 White 14 LOGO DESIGN / 标志设计
红鹤背景 Flamingo Background 普鲁士蓝背景 Prussian Blue Background 白背景 White Background 乳白背景 Ivory Background 标志的应用规范 (单色背景） PREFERRED LOGO APPLICATION (PLAIN COLOUR BACKGROUND) 标志在以下背景颜色是可以接受的。标志不得出现在除本页所示以外的任何其他颜色背景上。 The logo is acceptable on these colour variations of background. The logo may not appear on any other colour background, other than those shown on this page. 15 标志设计 / LOGO DESIGN
标志的应用规范 （图片） PREFERRED LOGO APPLICATION (IMAGES) 彩色标志应用于浅色图像，而象牙色标志应用于深色图像以达到最大可见度。 Colour logo should be used on light coloured images while ivory logo should be used on dark coloured images to reach maximum visibility. 浅色图像背景 Light Coloured Background 深色图像背景 Dark Coloured Background 16 LOGO DESIGN / 标志设计
请勿拉伸和挤压 Do not stretch and squash 请勿调整大小 Do not resize 请勿添加阴影 Do not add shadow 请勿更改颜色 Do not change colour 请勿旋转 Do not rotate 请勿更改字体 Do not change the font 标志的错误规范 UNACCEPTABLE LOGO 请勿尝试以任何方式更改、旋转或扭曲标志。 Do not attempt to change, rotate or distort the logo in any way. 17 标志设计 / LOGO DESIGN
色彩系统 COLOUR SYSTEM
红鹤 Flamingo #F26522 C 0 Y 75 M 100 K 0 R 242 G 101 B 34 普鲁士蓝 Prussian Blue #004268 C 100 Y 70 M 30 K 30 R 0 G 66 B 104 主色 普鲁士蓝和火烈鸟橙是我们使用的主色。红鹤代表友善和热情，这是我们一直试图传达给顾 客的。另一方面，普鲁士蓝体现了我们在实现目标和愿景的信誉和可靠性。 Prussian Blue and Flamingo Red are the primary colours we use. The flamingo represents friendliness and enthusiasm, which we always attempted to convey to customers. Prussian blue, on the other hand, represents our brand's credibility and reliability to carry out our objective and vision. PRIMARY COLOURS 19 色彩系统 / COLOUR SYSTEM
菠萝黄 Pineapple Yellow #FFE72D C 0 Y 90 M 5 K 0 R 255 G 231 B 45 象牙白 Ivory White #FFFEF0 C 0 Y 0 M 6 K 0 R 255 G 254 B 240 辅助色 菠萝黄和象牙白是我们的辅助色。它传达了我们的温暖和值得信赖的品牌形象，同时增强了 主色并体现了赏心悦目的和谐设计。 Pineapple yellow and ivory white serve as our supplementary colours to contrast with the primary colour. It creates a warm and trustworthy brand image while enhancing the primary colour and creating harmonious design that are pleasing to the eye. SUPPLEMENTARY COLOURS 20 COLOUR SYSTEM / 色彩系统
字体版式 TYPOGRAPHY
“MERRIWEATHER SANS” 是一种无衬线的字体。由 于其坚固、干净、圆滑的特征，这种字体散发出 自信和值得信赖的气息。然而，这款字体的升部 和降部有一条略带波浪的线条，象征着我们的热 情好客。 “MERRIWEATHER SANS” is a slightly condensed letterform with sans serif inscription. This typeface exudes confidence and trustworthiness due to its strong, clean, and sleek and open sans. Yet, the ascender and descender of this typeface is having a slightly wavy line that symbolizes our hospitality. “荆南波波黑”是一种中文字体，在垂直和水平 笔画上均采用粗线，并且与 MERRIWEATHER SANS 配合得很好。与 MERRIWEATHER SANS 类似，它有 一个弧形角，以增强我们的友好态度。 “荆南波波黑” is a Chinese typeface that features bold line for both vertical and horizontal stroke and it works well with MERRIWEATHER SANS. Similar to MERRIWEATHER SANS, it has a curved corner to enhance our friendly approach. MERRIWEATHER SANS ABCDEFGHIJKLMNOPQRSTUWXYZ abcdefghijklmnopqrstuwxyz 0123456789 荆南波波黑 “快乐西饼屋”是一家家族经营的传统中式 面包店。 0123456789 主要字体 PRIMARY TYPEFACE 22 TYPOGRAPHY / 字体版式
汉仪新蒂唐朝体 “快乐西饼屋”是一家家族经营的 传统中式面包店。 次要字体 SECONDARY TYPEFACE Calibri ABCDEFGHIJKLNOPQRSTUWXYZ abcdefghijklmnopqrstuwxyz 0123456789 黑体 “快乐西饼屋”是一家家族经营的传统 中式面包店。 “汉仪新蒂唐朝体”是用在标语上的字体。它是 与我们的个性相关的一种中国古典书法。 “汉仪新蒂唐朝体” is the typeface which applied on the tagline. It is a classical Chinese calligraphy that are connected to our personalities. “Calibri” 和“黑体”作为正文字体，其高适度性 和可读性，确保了浏览顾客的阅读体验。 “Calibri” and “黑体” are selected as the body copy typeface for its high eligibility and readability that ensure a comfortable reading experience for the viewers. 23 字体版式 / TYPOGRAPHY
第二要素 SECONDARY ELEMENT
第二要素（一） SECONDARY ELEMENT 1 4瓣花 + = 4 Petals Flower • 高品质 High Quality • 价格亲民 Affordable • 热情 Hospitality • 真诚 Sincere 象征我们的4种人设 Symbolize our 4 personalities 象征完美的产品 Symbolize the perfection of the product 圆形 Round Shape 象征财富 Symbolize prosperity 古代钱币 Ancient Chinese Coin 当这些元素组合在一起时，它成了一个具有传统 视觉的图案，这代表着我们的第五人设，传统。 As the elements come together, they creates a pattern that strongly evokes an ancient Chinese aesthetic, representing our 5th personality, traditional. 25 第二要素 / SECONDARY ELEMENT
应用规范 PREFERRED APPLICATION 彩色图案 Colour Pattern 三个钱币 The Three Coins 线条图案 Outline Pattern 26 SECONDARY ELEMENT / 第二要素
第二要素（二） SECONDARY ELEMENT 2 这个元素通过华语单词 “乐” 来象征快乐西饼屋。 This element symbolize us by featuring a Mandarin term, 乐,which brings the meaning of happy. 该元素可以通过两种方式与 元素一组合以创建图案。 This element can be combined with the element 1 to create a pattern in two ways. 横向图案 One Roll Pattern 全图 Full Pattern 27 第二要素 / SECONDARY ELEMENT
单用元素 Individual Element 彩色横向图案 One Roll Coloured Pattern 应用规范 PREFERRED APPLICATION 28 SECONDARY ELEMENT / 第二要素
彩色全图图案 Full Coloured Pattern 线条全图图案 Full Outlined Pattern 应用规范 PREFERRED APPLICATION 29 第二要素 / SECONDARY ELEMENT
应用领域 APPLICATION
此页面显示了我们的名片排版和主 要元素。 This page shows the layout with the primary elements of our stationery system for business card. 名片 BUSINESS CARD 前 Front 1 后 Back 2 3 4 1 2 3 4 第二要素 Secondary Element 标志 Logo 持卡人姓名 Cardholder Name 联系方式及地址 Contact and Address 31 应用领域 / APPLICATION 90mm 54mm
32 APPLICATION / 应用领域 信头 LETTERHEAD 1 2 3 4 标志 Logo 内容 Bodycopy (12pt) 地址和联系方式 Address and Contact 社交账号 Social Media Account 2 3 4 此页面显示了我们的信头排版和主要 1 元素。 This page shows the layout with the primary elements of our stationery system for letterhead. 210mm A4 297mm
此页面显示了我们的信封排版和主 要元素。 This page shows the layout with the primary elements of our stationery system for envelope. 信封 ENVELOPE 220mm 110mm 前 Front 后 Back 1 2 3 33 应用领域 / APPLICATION 标志 Logo 地址 Address 第二要素 Secondary Eement 1 2 3
文具套组 STATIONERY SET 34 APPLICATION / 应用领域
此页面显示了我们的笔记本排版和 主要元素。 This page shows the layout with the primary elements of our notebook. 笔记本 NOTEBOOK 148mm A5 210mm 后 Back 前 Front 4 1 2 5 3 1 2 3 4 5 字体标志 Wordmark 第二要素 Secondary Element 社交账号 Social Media Account 标志 Logo 地址和联系方式 Address and Contact 35 应用领域 / APPLICATION
1 标志 Brandmark 便利贴 STICKY NOTE 1 75mm 75mm 此页面显示了我们的便利贴排版和主 要元素。 This page shows the layout with the primary elements of our sticky note. 36 APPLICATION / 应用领域
此页面显示了我们的发票排版和主 要元素 。 This page shows the layout with the primary elements of our invoice. 发票 INVOICE 210mm A4 297mm 2 1 35 46 123456 地址和联系方式 Address and Contact 标志 Logo 顾客信息 Customer’s Details 发票内容 Invoice Details 所售产品细节 Description of Product Sold 第二要素 Secondary Element 37 应用领域 / APPLICATION
收据 RECEIPT 57mm *取决于销售的产品 depends on the product sold 1 2 3 1 2 3 字体标志 Wordmark 地址 Address 收据内容 Receipt Details 此页面显示了我们的收据排版和主要 元素。 This page shows the layout with the primary elements of our receipt. 38 APPLICATION / 应用领域
此页面显示了我们的制服。制服尺 码有 S、M、L 和 XL。 This page shows our corporate attire. The size is available in S, M, L and XL. 制服 CORPORATE ATTIRE 前 Front 后 Back 39 应用领域 / APPLICATION
前 Front 后 Back 此页面显示了我们的T恤。T恤尺码 有 S、M、L 和 XL。 This page shows our t- shirt. The size is available in S, M, L and XL. T恤 T- SHIRT 40 APPLICATION / 应用领域
此页面显示了我们的帽子。 This page shows our cap. 帽子 CAP 前 Front 后 Back 侧 Side 41 应用领域 / APPLICATION
此页面显示了我们的围裙。 This page shows our apron. 围裙 APRON 42 APPLICATION / 应用领域
完整制服 FULL SET UNIFORM 43 应用领域 / APPLICATION
此页面显示了我们的两种招牌。 This page shows two types of our signboard. 招牌 SIGNBOARD 1 四方形招牌 Square Signboard 2 长方形招牌 Rectangle Signboard 4ft 4ft 12.5ft 3.5ft 1 2 44 APPLICATION / 应用领域
此页面显示了我们的营业& 休息挂牌 的排版和主要元素。 This page shows the layout with the primary elements of our open& close door sign. 营业&休息挂牌 OPEN& CLOSE DOOR SIGN 前 Front 后 Back 30cm 24cm 45 应用领域 / APPLICATION
此页面显示了我们的窗口贴纸。 This page shows the window sticker of our bakery. 窗口贴纸 WINDOW STICKER FRESH BAKED EVERYDAY 20cm 6.7cm 46 APPLICATION / 应用领域
此页面显示了我们的产品标签排版和 主要元素。 This page shows the layout with the primary elements of our product label. 产品标签 PRODUCT LABEL 60mm 35mm 1 2 产品名称 Product Name 价格 Price 糕点类标签 For Pastry 面包类标签 For Bread 2 1 47 应用领域 / APPLICATION