Curious Confections Style Guide

Curious Confections Brand Guide
The Brand Guide
01
This document contains guidelines regarding the Curious Confections brand elements and how to implement
them. The brand guide should be used as a resource to ensure that the Curious Confections brand is represented
consistently and accurately throughout different media and marketing. Please reference this guide when making
decisions about how to visualize the brand.

Table of Contents
02
03 Logo
07 Clearing
10 Sizing
12 Logo Usage
16 Color
19 Typography
23 Icons
25 Photos
28 Application

03
Logo

04
Primary Logo
This is the primary version of our
logo. It should be used whenever
possible for both printed and
digital collateral. The relationship
of cupcake graphic to type
lockup should be used exactly
as seen here; the logo has been
crafted to balance icon and
type so that neither dominates
or becomes insignificant.
04
Primary Logo

05
Secondary Logo
This is the secondary version of our
logo. It is the preferred version when
space dictates a more horizontal
application of the logo. It too
should maintain the integrity of
the proportions established here.

06
Logotype Only
In instances where space is not at
a premium and to use the Primary
or Secondary logos would
compromise the readability of
the mark, please use the Logotype
Only version. The relationship of
"Curious" to "Confections" should
be maintained as shown here.

Clearing
07

08
Primary Logo
Clearing
By using the height of the "I" as
a basis for standard measurement,
clearing space can be created
quickly and effectively at any size.
Clearing space should be
measured from the farthest edge
of each side of the logo. It is
important that no elements or
graphics encroach on the clearing
space so that the logo stands out
on all applications.
xx
x x

09
Secondary Logo
& Logotype
Clearing
The same clearing space can be
created for both the secondary and
logotype only versions of the logo.
Used at any size, the size of the "I"
in the logo will dictate the clearing space.
x
x
x x
xx
x
x

Sizing
10

11
Minimum Size
To ensure readability in all
applications, it is imperative that
the logo is never used smaller than
the minimum sizes as shown here.
1 inch (72 pixels) minimum
Primary Logo
0.5 inch (36 pixels) minimum
Secondary Logo
0.4 inch (28.8 pixels) minimum
Logotype Only

Logo Usage
12

13
Logo Color
Whenever possible, the logo
should be used in full color
as shown here. This version
works best on a white or light
colored background.
When confronting dark colored
or textured backgrounds, use the
reveresed out logo to maintain
logo clearity.
Reversed out logoFull color logo

14
Black & White
For instances where the logo can
only be used in black and white,
please select from the options
outlined on this page. Determine
the best version to use based
on color and space restrictions.
Grayscale logo for
white background only
Black and white logo for
white and light colored
backgrounds only
Reversed out logo for
black and dark colored
backgrounds only

15
Logo Integrity
It’s very important to maintain
the legibility and carefully
crafted qualities throughout all
applications. Please refer to this
guide when determining usages
that may negatively effect the
readability or integrity of our logo.
Do not strech the logo. Do not rotate the logo. Do not add a stroke to the
logo.
Do not apply effects to the
logo.
Do not use the logo locked
up with information.
Do not place the logo on
complex backgrounds.
Avoid minimal-contrasting fill
and background colors.
Do not use fill colors not
included in the brand guide.
200 Cookie Lane, New York, NY
The same rules apply for all versions of the logo, including color, grayscale, and black
and white variations.
Do not place the logo on
gradient backgrounds.

Color
16

17
Color Palette
Our color palette includes
a mix of bright and bold colors.
All brand materials should only
use colors from this palette.
Mint
Cherry VanillaLicorice
Icing
Lemon
Drop

18
Color Values
Always refer to this chart when
building colors into any given
communication. This chart
outlines the specific color values
for Pantone (PMS), CMYK, RGB
and HEX.
PMS 136 - 11 U
C46 M0 Y37 K6
R130 G194 B169
#82C2A9
PMS 57 - 4 U
C0 M62 Y41 K0
R244 G129 B126
#F4817E
PMS 1 - 1 U
C0 M0 Y2 K0
R255 G254 B249
#FFFEF9
PMS Process Black U
C0 M0 Y0 K100
R35 G31 B32
#231F20
PMS 130 - 2 U
C27 M0 Y16 K0
R184 G225 B218
#B8E1DA
PMS 4 - 7 U
C0 M7 Y84 K0
R255 G228 B67
#FFE443

Typography
19

20
Typography
There are two typefaces that are
used within our brand — Archer
and Avenir. The sans serif and
serif fonts are approachable and
expressive, and complement
each other in application.
Archer
LIGHT
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
BOOK
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
MEDIUM
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
SEMIBOLD
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
BOLD
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*

21
Typography
Both of these typefaces should
be used across print and digital
media. Please do not manipulate
the letterforms.
Avenir
LIGHT
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
BOOK
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
MEDIUM
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
HEAVY
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*
BLACK
Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*

22
Typography
Each typeface offers several
different weights that, when
combined and used at different
type sizes, create hierarchy
within our messaging.
Fusce dapibus
LOREM IPSUM DOLOR SIT AMET ELIT DIAM
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed
diam nonummy nibh euismod.
Sed diam nonummy nibh fusce.
Cras mattis consectetur purus
sit amet fermentum fusce
dapibus.
Archer Bold works nicely
for large headlines that
grab attention.
Also consider Avenir
Book in caps to indicate
categories.
For longer introduction
paragraphs and content,
try Archer Medium at
a large size.
Avenir Black can be used
to call attention to
subhead copy.
Archer Semibold is nice
for callouts.
For body copy and small
captions, stick with Avenir
Book or Light for
maximum readability.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis
at vero eros et accumsan et iusto odio dignissim qui blandit praesent
luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Icons
23

24
Iconography
Our icons are an important
piece of our visual language.
They help capture the playful
energy of Curious Confections.
Any additional icons should
be developed in this geometric,
illustrative style.

Photos
25

26
Photography
When selecting photography,
choose photos that shows the fun,
delicious nature of our products.
Capturing kids and families enjoying
a sweet treat ensures a nice mix
of posed and candid shots. Use
photos that feature both single
and multiple subjects to create
dynamic compositions.

Application
27

28
Web Banners
Using the photography mood
boards, typography, and logo
guidelines outlined in this
guide, advertisements should
successfully combine these
elements. Banners should
be eye-catching and easily
understood.
Something sweet is just around the corner...
Everyone deserves a cupcake.
Or two. Or ﬁve.
ORDER NOW
TREAT YOURSELF
Sprinkled with smiles.

29
Merchandise
Our merchandise should follow
the same guidelines as those of
our advertising to maintain brand
identity and consistancy. Buttons
or pins are a great opportunity to
showcase iconography, geometric
patterns, or our simplified logo.
Sprinkle
on the
LOVE

30
Merchandise
For wearble merchandise,
consider only using colors from
the color palette. Darker colors,
like Cherry or Mint, should have a
reversed out logo in white placed
on top to offer a nice contrast.
White material can allow for
full color logos and patterns.
Be mindful of clearing boundaries.

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