1 LOGO
CLEARSPACE
To prevent overcrowding, don’t place elements too close to the logo.
ICON
This icon is the condensed version of this logo. Only the icon logo can be in any color from the color palette.
LOGO DON'TS
Do not alter the logo. Avoid the following treatments.
STRETCHED
EFFECTS
UNAPPROVED COLORS
ROTATED
OUTLINED
PATTERNS
2 TYPOGRAPHY
PRIMARY TYPEFACE
FUTURA MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*?+
SECONDARY TYPEFACE
FUTURA BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*?+
HIERARCHY
Use the following as a guide for creating a type hierarchy within the brand.
HEADLINES
Futura Bold
DEAR SWEETS BAKERY
SUBHEADS
Futura Bold
A BAKERY FOR EVERYONE
BODY COPY
Futura Medium
Dear Sweets is a home bakery and kitchen based in Massachusetts. Their goal is to attract customers of all age groups to order their baked goods. Dear Sweets started as a small time bakery for family and friends that grew over time and became an official business.
3 COLOR
PRIMARY COLOR PALETTE
Color plays a crucial role in this identity. With it, third floor sound establishes their brand’s expression and personality. Dark brown, brown, yellow, and white are the primary colors.
NAME: Old Burgundy
RGB: 69/50/43
CMYK: 0/28/38/73
HEX: 45322B
PMS: 7533 C
NAME: Boy Red
RGB: 117/93/77
CMYK: 0/21/34/54
HEX: 755D4D
PMS: 7531 C
NAME: Jonquil
RGB: 248/210/20
CMYK: 0/15/92/3
HEX: F8D214
PMS: 115 C
NAME: Lotion
RGB: 252/251/249
CMYK: 0/0/1/1
HEX: FCFBF9
PMS: 7436 C
LOGO IN COLOR
Always be sure there is enough contrast between the logo and background.
COLOR DON'TS
Do not diminish the value of our color. Avoid the following treatments.
UNAPPROVED COLORS
LOW CONTRAST
4 PATTERN
PATTERNS
The pattern represents the talents at the agency going beyond their limits and creating something new.
LIGHT BACKGROUND
When placed on a light background, the pattern is yellow.
5 APPLICATION
STORE FRONT
BUSINESS CARDS
PACKAGING AND UI DESIGN
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