nomarksdammit

TABLE OF CONTENTS

LOGOTYPES 4 BUSINESS SYSTEM 26
Primary Logo 6 Business Card 28
Secondary Mark 8 Letterhead 30
1-Color Logos Envelope
10 32
LOGO USE 12 APPLICATIONS 34
Minimum Size 14 Packaging 38
Clear Space Posters 42
Logo Misuses 16 Website
18 Merchandise
IDENTITY SYSTEM 20
Graphic Elements
Color
Typeface

2

INTRODUCTION

Nightbite’s mission is to make delicious cookies with only the best
ingredients, all the while maintaining the same high quality for SLO
like we always have. We want Nightbite to be easily recognizable
and become everyone’s go-to choice for a good time and a sweet
treat. With this in mind, every brand choice should be deliberate and
carefully planned out in order to achieve this goal.

This manual is the most accurate reference for the proper way to
represent Nightbite’s brand and communicate our message to our
audience effectively. Current and future styles must reference this
guide before releasing products under Nightbite’s name. Consistency
across every application is paramount to the success of our brand.

3

PRIMARY LOGO

Nightbite’s logo is the face and foundation of the brand. In order to
maintain a cohesive and consistent image, it is our policy to only use
only Nightbite’s accepted logomark in the accepted colors that can
be found on page 18. The primary logo consists of a centered, bitten
cookie graphic that sits on top of Nightbite’s name and slogan. The
logo is made up of only two colors: Golden Brown and Dark Chocolate.
It’s best used when aligned to the center of the application.
It is preferred that Nightbite’s primary, 2-color, logo be used over it’s
secondary mark.

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5

SECONDARY MARK

In certain applications, use of the secondary mark is more appropriate
to use. The wordmark will only be used if the primary logo does not
aptly fit in the space. This is usually the case when the logo needs to
be tucked into a corner like the envelope on page 30. Its use should be
determined by evaluating the intended audience and the medium. The
wordmark is in the colors Golden Brown and Dark Chocolate.

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1-COLOR LOGOS

As a single color alternative to Nightbite’s logo, Dark Chocolate and
White versions or reversed versions of the mark can be used. For
ultimate legibility, the reversed logo is best used if the backdrop it’s
placed on is too busy or patterned. The Dark Chocolate and White logo
is best used on a white or light colored background.
While the Dark Chocolate and White logo is best used on a light colored
background, it is preferred that it be placed on a white background.
However, if a color must be used, it must be a solid color devoid of
patterns.

8

DARK CHOCOLATE AND WHITE REVERSED

9

MINIMUM SIZE

The logo, secondary mark, and 1-color logo, at their smallest, can be
1.5 inches wide for print, or 90 pixels wide. The logos should never be
any smaller or else they become hard to see, namely the tagline, which
will lose legibility. The logo must be proportional to the application.
The smaller the logo, the brighter the background it sits on should be
to ensure the logo does not lose any of it’s detail or become muddy.
In terms of scaling up, Nightbite’s logo can be scaled up to be as big
as seems fit.

10

1.5” 90 pixels
1.5” 90 pixels

1.5” 90 pixels

11

CLEAR SPACE

There should be a space kept around the logo at all times. This is to
ensure that the logo is able to give maximum impact without having
to fight any clutter. Nightbite’s logo needs to be seen easily and be at
the forefront of all materials. The amount of space around the logo is
determined by the height of the “N” in the Nightbite logo, which will
change based on how big or small the logo is scaled.

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13

LOGO MISUSES

As much as we encourage creativity, we request that you do not
change our logo in any of the following ways:

1. Do not stretch the logo.
2. Do not condense the logo.
3. Do not warp the logo.
4. Do not add elements to the logo.
5. Do not change the logo’s design. This includes

typefaces and arrangement of elements.
6. Do not use colors outside the accepted palettes.
7. Do not rotate the logo.
8. Do not add dropshadows or effects to the logo.
9. Do not put the logo against a busy background.

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1. 2. 3.
4. 5. 6.
7. 8. 9.

15

GRAPHIC ELEMENTS

Occassionally, graphic elements are used to provide variation to
Nightbite’s brand. These graphic elements are only used when
Nightbite’s logo or secondary mark are not as suitable for the context.
This is especially true when it comes to specific Nightbite merchandise.
Graphic Element 1 is the only graphic element allowed on the business
system. It can not be changed in any way other than resized. Graphic
Element 2 should only be used on application materials. Greater detail
about proper handling of the graphic elements can be found on the
next page.

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Graphic Element 1: May not be rotated or Graphic Element 2: The graphics can be
recolored. May be used to make a pattern, rotated, patterned, and recolored. The graphic
placed against a solid colored background element can only be placed against a solid
or stand alone. You may use graphic element colored background or stand alone. Graphic
1 on the business system, with moderation, element 2 can not be used on any piece of
as an alternative to the Nightbite logo or the business system but it can be used on
secondary mark. any of the applications.

17

COLOR

Nightbite’s official colors are the colors found in its logo: Golden
Brown and Dark Chocolate. Nightbite’s primary color palette should
be used whenever possible. Dark Chocolate should always be used
for body text and Golden Brown should be used for big headlines, as
can be seen in this manual. Headers should be in Golden Brown and
body text should always be in Dark Chocolate. Tints and shades of the
two colors are also acceptable options.

18

Golden Brown
C: 23% M: 51% Y: 100% K: 5%
R: 191 G: 128 B: 15
Pantone: 131 U
Hex: bf800f

Dark Chocolate
C: 50% M: 66% Y: 92% K: 61%
R: 72 G: 46 B: 2
Pantone: 4625 U
Hex: 482e02

19

TYPEFACE

Nightbite’s primary typeface is Acumin Pro. This is the only typeface
permitted to be used for any written materials. For mechandise, other
typefaces may be used sparingly. Captions are to be typed in the thin
weight in a point size between 12 and 15. Body text is to be typed in the
regular weight in a point size between 10 and 14. For second subheads,
they should be in the semibold weight in a point size between 12 and
20. First subheads should be between 12 and 20 points in bold. Second
headers need to be created in black weight and between 20 and 30
points. First headers need to be in the ultra black weight and can be
between 30 and 50 points.

20

ACUMIN PRO Semibold | Subhead 2
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Primary Family abcdefghijklmnopqrstuvwxyz
1234567890
Thin | Caption 1
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold | Subhead 1
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 abcdefghijklmnopqrstuvwxyz
1234567890
Light | Caption 2
ABCDEFGHIJKLMNOPQRSTUVWXYZ Black | Header 2
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 abcdefghijklmnopqrstuvwxyz
1234567890
Regular | Body Text
ABCDEFGHIJKLMNOPQRSTUVWXYZ Ultra Black | Header 1
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 abcdefghijklmnopqrstuvwxyz
1234567890

21

TYPEFACE

In general, the entire Acumin family is free for use. It is preferred to limit
usage to Acumin Pro and Acumin Pro SemiCondensed. As of present,
SemiCondensed is only used on Nightbite business cards, but it is
permissable on other applications. Captions are to be typed in the thin
weight in a point size between 12 and 15. Body text is to be typed in the
regular weight in a point size between 10 and 14. Note that due to the
smaller scale of the business cards, point sizes for the body may need
to be reduced. For second subheads, they should be in the semibold
weight in a point size between 12 and 20. First subheads should be
between 12 and 20 points in bold. Second headers need to be created
in black weight and between 20 and 30 points. First headers need to
be in the ultra black weight and can be between 30 and 50 points.
Since this family is more condensed, be sure to add adequate tracking
between characters to prevent legibility issues.

22

ACUMIN PRO Semibold | Subhead 2
SEMICONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Secondary Family 1234567890

Thin | Caption 1 Bold | Subhead 1
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

Light | Caption 2 Black | Header 2
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

Regular | Body Text Ultra Black | Header 1
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

23

BUSINESS SYSTEM

A clean, cohesive business system is vital to Nightbite’s official business.
It is of utmost importance that we have a high level of professionalism
reflected in our business cards, letterhead and envelopes. Each of the
individual materials must have Nightbite’s logo in a highly visible spots.

24

25

BUSINESS CARD

Business cards are to be 3.5 inches tall by 2 inches wide. The front of
the card should only have the Nightbite logo. The only graphic element
on the back of the card should be the cookie from the primary logo and
placed 0.25 inches from the bottom.
The name on the business card is to be typed out at 21 point size in
Acumin Pro Condensed Black in the Dark Chocolate color. Beneath
the name should go the person’s title in Golden Brown, 12 point font in
Acumin Pro Condensed Bold. The individual’s contact info should be
in 8 point font, using Acumin Pro SemiCondensed Regular. Nightbite’s
address also must be styled this way. Nightbite’s contact info should
be typed at 8 point size, Acumin Pro SemiCondensed Light. The
substrate used is speckled fiber 90 lb cover

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27

LETTERHEAD

Letters are to be printed on tan, 24 lb, resume paper. Body should
be typed out in Acumin Pro in 11 point type and in Dark Chocolate
color. Nightbite’s logo should be placed at the very top of the page,
centered, and 0.5 inches from the top. Nightbite’s contact info and
address should be placed along the bottom of the page, each piece
of information separated by small circles also in Dark Chocolate color
and 0.5 inches from the bottom. On the next page is the letterhead
scaled 90%.

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29

ENVELOPE

Envelopes can be made of white coated 60 lb matte cover or standard
white envelopes. The mark should be placed 0.5 inches from the top
and 0.5 inches from the left hand side. Nightbite’s secondary mark and
Nightbite’s address are the only elements allowed on the envelope.
The envelope needs to be 9.5 inches wide by 4.13 inches tall.

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PACKAGING

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POSTERS

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POSTERS

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WEBSITE

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WEBSITE

Nightbite Tote Bag ORDER SUMMARY

Color: Beige Subtotal $26.48
Price: $15.49 Shipping TBD
Quantity: 1 Tax $0

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Total $26.48

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Nightbite Mug

Color: White
Price: $10.99
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40

MERCH

Nightbite Mug Nightbite Cap Nightbite Tee

$10.99 $20.24 $25.48

41

MERCHANDISE

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MERCHANDISE

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