5. CONTENTS
About Us
Brand DNA
6
Logo Placement &
Minimum Sizing
9
Colour Applications
10
Brandmark
Wordmark
Introduction 12
Using Picnic Illustration
18
Using Bricks Illustration
20
Using With Logo
21
8
Typefaces
Horizontal &
Vertical Signature
12
7
Concept Introduction
Brandmark Rationale
9
Styling Typeface
Primary & Secondary Typeface
Corporate Stationary
24
Namecard 24
Letterhead 25
DL Envelope
26
On B&W Colour Schemes
On Our Colour Schemes
On Lighter Colour Schemes
Supporting Graphics
12
Photography Directions
6
Brand Vision/Mission
Brand Benefits
Brand Character
Brand Category
Brand Credibility
Brand Difference
Photography
22
Applications
28
Retail 28
Shop Menu
29
Shopfront 30
Shop Interior
31
Shop Menu
33
Dos & Don’ts
34
Contact Information
37
5
6. ABOUT US
BRAND DNA
Balmoral Bakery started selling cakes and pastries with an
English touch in 1965. It was founded by Hainanese “Ah Kohs”
(literally translated into “big brothers”) as a complement to
the famed Balmoral Steak House at Holland Village that was
patronized by the British and Australian armed forces then
stationed in sunny Singapore.
Brand Vision/Mission:
To pass down the taste of traditional pastries
and cakes to the future generations in the local
market and international market in the future.
They garned a reputation for their delicious golden pastries
and moist flavorful cakes. All their pastries are made by hand
to maintain the old traditional taste – butter cakes, rum balls,
cream horns samosas, chicken pies and curry puff. This
nostalgic taste is what leaves the residents of Sunset Way
coming back for more to this rare traditional bakery.
6
Brand Category:
Bakery, Food
Brand Benefits:
Makes handmade traditional pastries and
cakes that are not only extremely reasonably
priced, but also taste nostalgic.
Brand Credibility:
Established in 1965 and is featured in
numerous food blogs and magazines such as
The Straits Times, Jetstar Magazine and The
New Paper.
Brand Character:
Loyal, Passionate, Dedicated,Friendly, Humble
Brand Difference:
Is one of the very few traditional bakeries in
Singapore and has a loyal fan base of
customers coming in from around the island.
7. Pantone 7621C
C:21 Y:100 M:95 K:12
HEX Code: #B21E27
Pantone Black C
C:0 Y:0 M:0 K:100
HEX Code: #2D2926
CONCEPT INTRODUCTION
BRANDMARK RATIONALE
Balmoral Bakery is a traditional bakery that sells cakes and
pastries with an English touch since 1965. Influenced by the
Balmoral Castle in Scotland, the name “Balmoral Bakery” was
created with hopes of bringing traditional handmade savories
to Singapore.
The brandmark was created using Dancing Script font
and modified to give an organic feel to it. This is so as to
compliment with the Balmoral Bakery’s persistent spirit of
baking by hand. The circles on the letter, “M”, was created to
resemble a crown or a castle as a tribute to the Balmoral Castle
in Scotland. Akzidenz-Grotesk Next is chosen as a corporate
font to give it a modern look.
7
8. The “Bakery” font should always be Akidenz-Grotesk Next
Medium. Should there be an occasion whereby the “Bakery”
word is not needed, the logo can stand by itself alone. For font
size and placement, please refer to Placement & Size at
Page 9.
8
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopqrs
tuvwxyz
1234567890
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmno
pqrstuvwxyz
1234567890
Akzidenz-Grotesk Next
Regular
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopq
rstuvwxyz
1234567890
Dancing Script is used for its free lively casual nature which
corresponds with Balmoral Bakery’s spirit. However, it is
only used in the logo itself. For styling purposes, please use
Androgyne Regular font. The corporate font chosen is
Akidenz-Grotesk Next for its modern outlook.
Androgyne
Akzidenz-Grotesk Next
Medium
WORDMARK
Dancing Script
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopq
rstuvwxyz
1234567890
9. SIGNATURE
PLACEMENT & SIZING
The brandmark should have a placement clearance space of
unit x based on the letters in the brandmark.
Horizontal /Vertical Signature:
Placement with Bakery:
x
x
x
Placement without Bakery:
x
x
x
MINIMUM SIZE
The minimum size will be 15mm by 52mm. Should there be
a need for the logo without the word, “Bakery”, the minimum
size is 15 by 75mm.
9
10. COLOUR APPLICATION
On B&W colour schemes:
On our lighter colour schemes
+ 20% Black
As much as possible, use our colours schemes as it shows our
brand character best.
On our colour schemes:
Original Colours
10
+20% White
12. SUPPORTING GRAPHICS
INTRODUCTION
Our supporting graphics are created to give a sense
of a casual royalty picnic outlook. Pencil-like styling is
used to create our supporting graphics as it gives off a
handcrafted feel.
Our supporting graphics consist of the castle
illustration, picnic illustrations and bricks illustrations.
The castle illustration is based on Balmoral Castle in
Scotland while the picnic illustration is based on
creating a casual picnic experience with food like eclair,
tarts, crossiant, cupcakes, donuts, cake, rum balls and
pies. Hot air balloon, luggage, party hats and banner
icons are created to give off a more playful relaxing
feeling while the baking utensils such as piping bag,
baking knife, roller, measuring spoons and whisk are
shown give a sense of the royal bakery at work.
As for the brick illustration, it is created to bring us
back to Balmoral Castle. It comes in both red and white
versions and can be used together with the picnic
illustration.
12
18. SUPPORTING GRAPHICS
- PICNIC ILLUSTRATION
1:1
Our supporting graphics consist of both the picnic and bricks
illustration. The design comes in 3 different length to width
ratios mainly in 1:1. 4:7 and 7:4. When using our castle
illustrations, do keep in mind that the start of the design
should begin at top left corner and if possible end at the exact
bottom right corner. Alternatively, you can align to the width
or length of the picnic illustration to your design or centralize
the entire design after doing so.
4:7
18
7:4
20. SUPPORTING GRAPHICS
- BRICKS ILLUSTRATION
Example 1:
The bricks illustration comes both red and white versions. It
is created to remind us of the bricks of the Balmoral Castle
in Scotland. When using the bricks illustration with the picnic
illustration, do keep in mind to keep a ratio of 2:1 whereby the
castle illustration is the main focus. Red or white versions of
bricks illustrations are both acceptable when placed together
with the picnic illustration. However when placed side by side,
the length of each brick should be the same as each other
regardless of the colour.
Red Bricks Illustration:
Example 2:
2
1
2
Example 3:
White Bricks Illustration:
x
20
1
21. SUPPORTING GRAPHICS
WITH LOGO
When using picnic illustration to go with logo, only the red
version of the logo is accepted. On top of that, the picnic
illustration must be of opacity 10-15% to allow our logo to
stand out.
As for the white bricks illustration, only the red version of our
logo goes with it. The maximum sizing of each brick in the
bricks illustration is the height of the circles in the logo.
As for the red bricks illustration, only the white version of the
logo goes with it. The red bricks illustration should be 50%
opacity. The background colour of the design will then be our
corporate colour Pantone 7621C. For more colour
information, please refer to Page 7.
Example:
Example:
Example:
Example:
x
21
22. TYPEFACES
Balmoral Bakery has 3 different types of typography.
Androgyne Regular is used for headers for designs. It should
be styled in a way that the first letter of every first word should
be capitalized. Do keep in mind that under official
documents, Akidenz-Grotesk Next should be used instead.
Should Androgyne Regular by unavailable, the alternative will
be Akzidenz-Grotesk Next with the similar approach.
Akzidenz-Grotesk Next Medium should always be meant for
the word “Bakery”. It should always be the only font that is
medium in the whole design if possible. Should
Akzidenz-Grotesk Next Medium be unavailable, the next
choice will be Helvetica Neue Medium.
Akzidenz-Grotesk Next Regular should always be used for
primary text, design & non corporate content to keep a
consistent approach in our execution. Should
Akzidenz-Grotesk Next Regular be unavailable, the next
choice will be Helvetica Neue Regular.
Minimum size for typeface for screen: 10pt
Minimum size for typeface for print:
9pt
Headers For Design
Primary Font
Androgyne
Akzidenz-Grotesk Next
Medium
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmno
pqrstuvwxyz
1234567890
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopq
rstuvwxyz
1234567890
Akzidenz-Grotesk Next
Regular
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopq
rstuvwxyz
1234567890
22
23. PHOTOGRAPHY
Balmoral Bakery follows a flexible photography direction.
Photos are preferably edited in a way that it is slightly warm
tone and bright and composed with little subjects. Below are
some examples:
23
24. APPLICATIONS
Our applications should always be clean with the usage of
our colours. Supporting graphics are greatly encouraged to
be used in designs. Please refer to Page 20 for Supporting
Graphics Usage information. In cases that supporting
graphics are used, please do not use any other colours not
in our colour scheme. For Colour Application information,
please refer to Page 10.
CORPORATE STATIONARY
- NAMECARD
54mm
15.2mm
7.3mm
40.1mm
31.5mm
90mm
11.9mm
Info Area:
Name
Job Title
Handphone No.
Email
40mm
Address
Office Number
Website
7.3mm
24
25. CORPORATE STATIONARY
- LETTERHEAD
210mm
141.5mm
30.1mm
17 November 2013
Adrian Lim
47 Sommerville Walk
Singapore 358213
Dear Mr Lim,
Necabore ndigendam landaes simolo tempos exeria doluptio omnim acepernatiis eate
voluptatem esti aborior estiusc ientiunt vollibus atur ametur? Qui dolori cum sinctur? Da
quiati dolori offictem que doles qui corum ea quatibus vollat vel et facesse rspidit
ut quuntiunt.
Natquid ut pa consendandi natemporibus necum nullibus. To blabor rem vel illecesequo
doluptibus, sa porectur sument re re volor mossimin nihil is ea comnis quae. Boreraerum
faccus, occus et andaecat volupta simporunt vero tem ulpa cus, sequaeperia dolupi
tatem rest dolorro optibusam evenecero volorum aut es quunt etus volupta tusdae
volendus aditem arum faceped mos nimet pliqui delendis samet quam, si apid et eos vid
millicia velest, quae ist omnis ant iniminvere sanihitatin culpa vide experion prem rererfe
rnatus, sunda niet opta sed moluptium et voloriorest preiuntis eum ipsant aliqui cus, non
poreni undelentio. Ugiaspis demquo veribusam am que ma conem imilia quistem den
297mm
Illessi nciatur aut quidis milit, siminctatur re, ipsuntem es es apero bearis re aut laut
ulluptatur?Uga. Itat. Aceriati bea sequas et dolorposanto ma porrum doluptatet volesen.
Yours Sincerely,
Jen Lau
Finance Manager of Balmoral Bakery
130mm
11.6mm
25
29. C OF F E E
C O M F OR T F OO D
LONGBL ACK
$4
CAPPUCCINO
$4
L AT TE
$5
MACCHIATO
$4
MOCHA
$5.50
E X TR A SHOT
$1
SOY MILK
$0.60
$5
BLUEBERRY DRE AM PIE
$5
HE AR T Y BEEF PIE
$5
GOOD OLD CHICKEN PUFF
$4
LEMON CURD TAR T
$4
CL ASSIC EGG TAR T
$2
BUT TERY CAKE GOODNESS
$2
SPONGY WONDER CAKE
$2.50
BOOZ Y DARK RUM BALLS
HOT TEA
APPLE PIE PERFECTION
$2.50
$2.50
GREEN TE A
$3.50
DRE AMY DOUGHNUT
E ARL GRE Y TE A
$3.50
FRUIT Y TAR T
$2.50
ENGLISH BRE AKFAST TE A
$3.50
HE AVENLY ECL AIR
$3
CHAMOMILE TE A
$3.50
CAR AMEL CROISSANT PUDDING
$4
CHIL L E D D R INK S
S AV O U R IE S
ICE LONGBL ACK
MUSHROOM SOUP
$4
ICE L AT TE
Happy to serve you
$5
$5
CORN SOUP
$4
ICE MOCHA
$6
CHICKEN SAL AD
$5
FRESH OR ANGE JUICE
$5
GARDEN SAL AD
$5
HONE Y LEMON
$4
ROASTED CHICKEN SANDWICH
$5
LEMONGR ASS TE A
$4
HAM & CHEESE SANDWICH
$5
COKE / SPRITE
$2.50
STE AK SANDWICH
$6
29
31. APPLICATIONS
- SHOPFRONT
The entire shop is designed to bring our brand experience to
its potential. It consist of a bakery cafe idea for customers to
look at our pastry chefs in action through the glass. They can
also buy pasteries placed on bread displays or in baskets and
even have beverages at our bakery cafe.
Our shop is designed with our supporting graphics in mind.
Picnic illustrations are decorated across the walls with the
bricks illustrations as support for the bread display.
Checkered tables will be used to further emphasis on the
casual royalty feel as well as maple wood surfaces for our
tables and chairs.
31
33. APPLICATIONS
- SHOP MENU
LONGBL ACK
CAPPUCCINO
L AT TE
MACCHIATO
MOCHA
E X TR A SHOT
SOY MILK
$4
$4
$5
$4
$5.50
$1
$0.60
HO T T E A
GREEN TE A
E ARL GRE Y TE A
ENGLISH BRE AKFAST TE A
CHAMOMILE TE A
C OM F OR T F OOD
CHIL L E D D R INK S
C OF F E E
$3.50
$3.50
$3.50
$3.50
ICE LONGBL ACK
ICE L AT TE
ICE MOCHA
FRESH OR ANGE JUICE
HONE Y LEMON
LEMONGR ASS TE A
COKE / SPRITE
$5
$5
$6
$5
$4
$4
$2.50
APPLE PIE PERFECTION
BLUEBERRY DRE AM PIE
HE AR T Y BEEF PIE
GOOD OLD CHICKEN PUFF
LEMON CURD TAR T
CL ASSIC EGG TAR T
BUT TERY CAKE GOODNESS
SPONGY WONDER CAKE
BOOZ Y DARK RUM BALLS
DRE AMY DOUGHNUT
FRUIT Y TAR T
HE AVENLY ECL AIR
CAR AMEL CROISSANT PUDDING
S AV O U R IE S
$5
$5
$5
$4
$4
$2
$2
$2.50
$2.50
$2.50
$2.50
$3
$4
MUSHROOM SOUP
CORN SOUP
CHICKEN SAL AD
GARDEN SAL AD
ROASTED CHICKEN SANDWICH
HAM & CHEESE SANDWICH
STE AK SANDWICH
$4
$4
$5
$5
$5
$5
$6
33
35. DOS & DON’TS
Do not in any way change any thing of the brandmark except
the dimensions proportionately.
Our brandmark is a representation of ourselves and we would
want to keep it clear.
Do not in any way edit any elements of the brandmark.
Do not change the colour of the brandmark.
Do not in any way transform the brandmark besides proportionally. That means no shearing, reflecting or rotating.
Do not put the brandmark on top of a background with the
similar colour.
Do not place brandmark within with a border or with a
border, and also not on a complex background. Only solid
colours are allowed for the background.
Do not place brandmark within a border.
Do not place brandmark within a border with the background.
35
36. Do not put our brandmark
in a shape other than circle
or rectangle.
Do not alternate our colour schemes with black.
Use our corporate colour with our white brandmark.
Put our brandmark in a
circle and following our
logo placement guidelines.
This similar approach is
also acceptable with with
our red logo together with
white background.
Do not place our brandmark on a dark background.
Do not put our brandmark
in a shape other than circle
or rectangle.
Place our brandmark on a light background.
36
