A Comprehensive
Brand Identity Guide
Submitted By
Divyanshu Singh
LY IT 2 — 180410116112
In partial fulfillment for the award of the degree of
Bachelor of Engineering in Information Technology
Sardar Vallabhbhai Patel Gujarat Technical University
Institute of Technology Ahmedabad
Vasad
April, 2022
brand identity guide
brand identity guide
what is the
brand why
who needs identity
who are you? tangible recognition
to know? A brand is intangible, its set on ideas and values, you Unique identity creates
There are thousands of
options for a customer to People percieve brands a can’t interact with ideas. Brand identity is tangible, you a unique reputation,
choose from. To stand out certain way, they interact can touch it, hold it and feel it. customers interact with
among the rest is no easy with their products a certain brands accordingly
task. way.
experience
navigation
Brands promote certain
Navigate the customers to the brand and help them to
choose from the endless array of options. experiences which
how will they why should customers will have by
choosing them.
know? they care?
Companies spend millions and How the brand is perceived
millions to create and furthur directly affects its success. distinction
maintain a brand image. No matter if it’s a start-up or a reassurance A strong identity allows
multi-billion dollar corporation.
Brands need to communicate the intrinsic quality of brands to separate
their products or services and reassure their customers themselves from the rest
that they have made the right choice. quite easily.
what is the
brand why
who needs identity
who are you? tangible recognition
to know? A brand is intangible, its set on ideas and values, you Unique identity creates
There are thousands of
options for a customer to People percieve brands a can’t interact with ideas. Brand identity is tangible, you a unique reputation,
choose from. To stand out certain way, they interact can touch it, hold it and feel it. customers interact with
among the rest is no easy with their products a certain brands accordingly
task. way.
experience
navigation
Brands promote certain
Navigate the customers to the brand and help them to
choose from the endless array of options. experiences which
how will they why should customers will have by
choosing them.
know? they care?
Companies spend millions and How the brand is perceived
millions to create and furthur directly affects its success. distinction
maintain a brand image. No matter if it’s a start-up or a reassurance A strong identity allows
multi-billion dollar corporation.
Brands need to communicate the intrinsic quality of brands to separate
their products or services and reassure their customers themselves from the rest
that they have made the right choice. quite easily.
1 3 the hello!
process
conducting designing welcome to humblepie
research identity
The All
A thorough research result of the The phase which takes about creating
of the existing players research dictates the most time, work interactions and
in the relevant indus- a strategy which and revisions. Brands engaging with the end
try gives insights to guides the brand to usually spend months customers by creating
what works and what move forward, take to years to perfect products apt with the
doesn’t. design and marketing their identity in their identity.
decisions accordingly. relevant industry.
2 4
clarifying creating
strategy touchpoints
1 3 the hello!
process
conducting designing welcome to humblepie
research identity
The All
A thorough research result of the The phase which takes about creating
of the existing players research dictates the most time, work interactions and
in the relevant indus- a strategy which and revisions. Brands engaging with the end
try gives insights to guides the brand to usually spend months customers by creating
what works and what move forward, take to years to perfect products apt with the
doesn’t. design and marketing their identity in their identity.
decisions accordingly. relevant industry.
2 4
clarifying creating
strategy touchpoints
why extensive use of dark colours
humblepie majority of bakeries in the business use
dark shades of browns, it is usually done
to associate themselves to their prod-
To create something new, you must know how it works currently, ucts, although, this association has run
what are the problems it contains and how to solve them, similar- its course in the minds of customers
ly to create a new brand, extensive research is done to find out the
competition. They give the most accurate ideas as to what works
and what doesn’t, and what’s overused and what isn’t.
use of serif or script fonts
many bakeries use a serif or a script font
as their choice for logotype, which in-
scribes a premium feel and look in the
customer’s mind, associating the brand
with luxury and expensive products
a priviledge to have
quite a few bakeries are quite that, a priv-
iledge to have, they cater to a particular
audience which can afford their premium
services.
why extensive use of dark colours
humblepie majority of bakeries in the business use
dark shades of browns, it is usually done
to associate themselves to their prod-
To create something new, you must know how it works currently, ucts, although, this association has run
what are the problems it contains and how to solve them, similar- its course in the minds of customers
ly to create a new brand, extensive research is done to find out the
competition. They give the most accurate ideas as to what works
and what doesn’t, and what’s overused and what isn’t.
use of serif or script fonts
many bakeries use a serif or a script font
as their choice for logotype, which in-
scribes a premium feel and look in the
customer’s mind, associating the brand
with luxury and expensive products
a priviledge to have
quite a few bakeries are quite that, a priv-
iledge to have, they cater to a particular
audience which can afford their premium
services.
the
handmade illustrations
strategy
personal touch
love and care pies cakes desserts pastries
bakery
attention to detail
high-quality products
passion
happiness modesty
down-to-earth
affordable
accessible not luxurious
mass appeal casual look
legibility attractive
sans-serif typeface bright colour palette
informal shade of pink/red
humanist typeface
the
handmade illustrations
strategy
personal touch
love and care pies cakes desserts pastries
bakery
attention to detail
high-quality products
passion
happiness modesty
down-to-earth
affordable
accessible not luxurious
mass appeal casual look
legibility attractive
sans-serif typeface bright colour palette
informal shade of pink/red
humanist typeface
The typeface is the most important part for a brand’s the competition for easier recognization of the brand. humblepie’s logotype relies heavily on the core values of the
identity. It’s what gives the customers a clear message However, the logotype should still maintain a connec- the brand, i.e. being friendly and approachable. It evokes logotype
quickly what the name of the brand is and what it is tion to the values and foundation of the brand. Getting a sense of casual and fun bakery place where people can
about. It’s important to make the logotype distinct from the logotype right is crucial for the rest of the identity. hang out with friends and have fun.
ascender line
x-height line
large x-height
baseline
descender line
stretching rounded corners easier to read
vertical stretch of the characters inspired makes the font appear more friendly a large x-height helps the typeface
from the practice of stretching the dough to be bold still retain legibilty at
in baking great variety of sizes
The typeface is the most important part for a brand’s the competition for easier recognization of the brand. humblepie’s logotype relies heavily on the core values of the
identity. It’s what gives the customers a clear message However, the logotype should still maintain a connec- the brand, i.e. being friendly and approachable. It evokes logotype
quickly what the name of the brand is and what it is tion to the values and foundation of the brand. Getting a sense of casual and fun bakery place where people can
about. It’s important to make the logotype distinct from the logotype right is crucial for the rest of the identity. hang out with friends and have fun.
ascender line
x-height line
large x-height
baseline
descender line
stretching rounded corners easier to read
vertical stretch of the characters inspired makes the font appear more friendly a large x-height helps the typeface
from the practice of stretching the dough to be bold still retain legibilty at
in baking great variety of sizes
the The logo or mark of a brand is the most abstracted ver- humblepie uses a mix of literal and metaphorical way to
mark sion of the brand. It represents everything about the visually represent itself in the shortest possible way.
brand in one glance.
stretching
the dough is stretched when mak-
ing the iconic cross-weaving on inspired from the classic
pies, adding this detail to the
the good ol’ reliable apple pie
logo brings it more closer to
reality. with the cross-hatching is the
first thing which comes to
mind when pie is mentioned.
the logo is a simplified
and abstracted visual repre-
sentation of the classic.
rounded corners
to keep the logo consistent
with the type
the The logo or mark of a brand is the most abstracted ver- humblepie uses a mix of literal and metaphorical way to
mark sion of the brand. It represents everything about the visually represent itself in the shortest possible way.
brand in one glance.
stretching
the dough is stretched when mak-
ing the iconic cross-weaving on inspired from the classic
pies, adding this detail to the
the good ol’ reliable apple pie
logo brings it more closer to
reality. with the cross-hatching is the
first thing which comes to
mind when pie is mentioned.
the logo is a simplified
and abstracted visual repre-
sentation of the classic.
rounded corners
to keep the logo consistent
with the type
the calm and comforting feeling after having something delicious
the
colours
happiness calmnessss euphoria Instead of the much used
n
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& && & browns, greens and neutral
colours often associated
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wellness tranquilityy relief with many bakeries; hum-
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in many cultures, a the calm and comforting the light-hearted sugar blepie, uses a bright and
lighter shade of red feeling after having rush after having way too varied colour palette as it’s
denotes happiness, something delicious many muffins
which a freshly baked pie brand colours.
can deliver to even the
saddest face.
comforting blue
cherry red comforting calm purple plain white
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the calm and comforting feeling after having something delicious
the
colours
happiness calmnessss euphoria Instead of the much used
n
ca
l
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m
& && & browns, greens and neutral
colours often associated
t
n
tr
i
q
l
u
a
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wellness tranquilityy relief with many bakeries; hum-
in many cultures, a the calm and comforting the light-hearted sugar blepie, uses a bright and
lighter shade of red feeling after having rush after having way too varied colour palette as it’s
denotes happiness, something delicious many muffins
which a freshly baked pie brand colours.
can deliver to even the
saddest face.
cherry red comforting calm purple plain white
comforting blue
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7
E
O
N
the
mascots
The mascots are a huge part of the
humblepie brand. They bring a
charm with an uplifting morale.
The goal of the mascots is
to make people smile, bring joy
to their lives and make people
remember them.
All of the mascots are
derived from actual baked
goods humblepie will be sell-
ing, thus, maintaing a form
of connection between sell-
able goods and marketing and
the brand.
The wittiness of the mas-
cots brings a humanistic touch to
them, bringing the brand closer to
the customers.
Not all the mascots appear happy,
humans have other just as important emo-
tions and it’s crucial to show them.
the
mascots
The mascots are a huge part of the
humblepie brand. They bring a
charm with an uplifting morale.
The goal of the mascots is
to make people smile, bring joy
to their lives and make people
remember them.
All of the mascots are
derived from actual baked
goods humblepie will be sell-
ing, thus, maintaing a form
of connection between sell-
able goods and marketing and
the brand.
The wittiness of the mas-
cots brings a humanistic touch to
them, bringing the brand closer to
the customers.
Not all the mascots appear happy,
humans have other just as important emo-
tions and it’s crucial to show them.
These mascots also help This helps to cut down ways kept simple, prefer- size of the mascots and the
humblepie to differentiate the time to produce new ring the products them- scenes can be scaled to any
itself from other bakery scene and situations in- selves. percentage without any
brands which follow a lux- volving these mascots tre- This approach also loss in legibility.
urious and elite look. mendously. has another advantage; the
Giving these mascots a Furthermore, the baked
normal life and the happi- goods are still the high-
ness and struggles associ- lights in these mascots. As
ated with it also helps the the products are essentially
customer to remember the humblepie’s income source.
mascots and more impor- Therefore, the design is al-
tantly, the brand.
These characters are
cleverly designed, such
that they can form a scene
together effortlessly, while
still telling a story when
shown alone.
These mascots also help This helps to cut down ways kept simple, prefer- size of the mascots and the
humblepie to differentiate the time to produce new ring the products them- scenes can be scaled to any
itself from other bakery scene and situations in- selves. percentage without any
brands which follow a lux- volving these mascots tre- This approach also loss in legibility.
urious and elite look. mendously. has another advantage; the
Giving these mascots a Furthermore, the baked
normal life and the happi- goods are still the high-
ness and struggles associ- lights in these mascots. As
ated with it also helps the the products are essentially
customer to remember the humblepie’s income source.
mascots and more impor- Therefore, the design is al-
tantly, the brand.
These characters are
cleverly designed, such
that they can form a scene
together effortlessly, while
still telling a story when
shown alone.
4 words the
most successful taglines are tagline
made up of 3-5 words, not too
short, not too long. The perfect
length.
A tagline is an important
resonates with the values identity mark of a brand.
showcases the values and emotions If it’s good, it can turn a
of humblepie in a short and simple
message good marketing campaign
excellent. It doesn’t have
to say the products or the
services provided by the
brand literally, often it’s
not the best idea either.
However, keeping
touch with the brand’s
key points, i.e., products,
values, emotions one
might get after using the
brand’s service are always
helpful for a customer to
form ideas of their own
a good rhyme about the brand from the
rhymes always have a tendency tagline.
to get stuck in people’s mind,
they are also easy to market
and campaign.
4 words the
most successful taglines are tagline
made up of 3-5 words, not too
short, not too long. The perfect
length.
A tagline is an important
resonates with the values identity mark of a brand.
showcases the values and emotions If it’s good, it can turn a
of humblepie in a short and simple
message good marketing campaign
excellent. It doesn’t have
to say the products or the
services provided by the
brand literally, often it’s
not the best idea either.
However, keeping
touch with the brand’s
key points, i.e., products,
values, emotions one
might get after using the
brand’s service are always
helpful for a customer to
form ideas of their own
a good rhyme about the brand from the
rhymes always have a tendency tagline.
to get stuck in people’s mind,
they are also easy to market
and campaign.
the
touchpoints
Once a unique yet thoughtful identity which covers two
important aims, first - make the brand a part of its rele-
vant industry and second - visually represent the values
of the brand - is set up; it’s time to start working on the
delieverables.
Deliverables vary from brand to brand and situation
to situation. They can be entirely digital like a web and
app UI or they can be entirely physical like packaging of
products, printed media and advertisements.
For humblepie, the brand will need physical packag-
ing to serve the delicious baked products to its custom-
ers. That is priority number one. However, its wise for
any brand to branch out their revenue stream as soon as
its feasible.
To achieve that, merchandise plays a significant
role. To diversify the income, merchandise products are
usually from another industries than the brand’s main
serving industry.
humblepie uses the standard set of deliverables a
bakery will need to serve it’s customers to the fullest.
With a bonus of a little merchandise and essentials.
the
touchpoints
Once a unique yet thoughtful identity which covers two
important aims, first - make the brand a part of its rele-
vant industry and second - visually represent the values
of the brand - is set up; it’s time to start working on the
delieverables.
Deliverables vary from brand to brand and situation
to situation. They can be entirely digital like a web and
app UI or they can be entirely physical like packaging of
products, printed media and advertisements.
For humblepie, the brand will need physical packag-
ing to serve the delicious baked products to its custom-
ers. That is priority number one. However, its wise for
any brand to branch out their revenue stream as soon as
its feasible.
To achieve that, merchandise plays a significant
role. To diversify the income, merchandise products are
usually from another industries than the brand’s main
serving industry.
humblepie uses the standard set of deliverables a
bakery will need to serve it’s customers to the fullest.
With a bonus of a little merchandise and essentials.
thank you
a project by
Divyanshu Singh
180410116112, LY-IT 2