Hugs & Kisses Dynamic Logo Proposal

Hugs & Kisses Dynamic Logo Proposal

Table of Contents Contacts 3 Client Information 4 Project Guidelines 5 Target Audience 6 Primary Logo 7 Logo/Brand Colors 9 Dynamic Logos 10 Designer: Emily Gaston (513) 910-3662 emgaston@cincinnatistate.edu www.emilymgaston.com Company: Hugs & Kisses (555) 555-555 marketing@hugsandkisses.com www.hugsandkisses.com Logo Rules 12 Summary 16 Hugs & Kisses

Hugs & Kisses 4 Hugs & Kisses is a small specialty chocolatier located in San Antonio, TX. They have been in business since 1998 when they opened a gourmet shop near the Riverwalk, that markets to locals and tourists. They are expanding their business into online sales and have established an e-commerce site over the last few years. They are ready to add more employees, expand, and go big. They currently have 30+ employees: a call center with a 3-4 people on phones, 5-6 people work in the store in San Antonio, 5-6 staff members in the office who take orders and arrange shipping, and 10-15 people making chocolate. There are occasional, seasonal increases in staff during some holidays. They produce primarily artisan chocolate (perfect for gifting), in small batches from cacao beans mainly sourced from privately-owned farms in South America. Products include simple bars of chocolate, fair-trade organic chocolate, themed gift baskets, custom-molded chocolate, party favors, and gift boxes; all in varying blends and flavors, packaged for adults, couples, events, and kids. Hugs & Kisses creates small-batch, artisan chocolates with beautiful visual appeal that are perfect for gifting, and they have excellent customer service and free 2-day shipping to anywhere in the United States. www.hugsandkisses.com

Rebrand Hugs & Kisses, and provide them with a new, dynamic brand identity. Project Guidelines The project was to rebrand Hugs & Kisses, and provide them with a new, dynamic brand identity. Deliverables included: 5-10 logos that meet brand rules and accurately represent the Hugs & Kisses brand and their products, as well as a manual with guidelines on how to use and recreate the logos. The objective of the rebrand: Hugs & Kisses is shifting their market emphasis and expanding their market more broadly into online, worldwide sales, with the expectation to open other stores or sell franchise in the future. Innovation of their brand, logo(s), and marketing is expected to make their products more relevant and appealing to their target audience. Hugs & Kisses 5

6 Target Audience The target audience for Hugs & Kisses products are males and females aged 25-65. Typically, their audience are somewhat affluent and environmentally-conscience adults that are buying these artisan chocolates as gifts for their significant other, family members, or children. Competitors Competition includes Russel Stover, Esther Price, Askinosie Chocolate, Godiva Chocolatier, Lindt, John and Kira s, Richart, Norman Love Confections, and Gearharts. www.hugsandkisses.com

Primary Logo The illustrative logo features an artistic rendition of a small, sparrow-type bird, with variable line weight to add visual interest and be more cohesive with the hand drawn typeface used. This typeface is called Burst My Bubble. Some of the letters of this typeface have been altered for the logo, notably the u and g in the word Hugs. The width and height of the u was made smaller, and the descender of the g was made more smooth, and rounded. Rebrand Hugs & Kisses, and provide them with a new, dynamic brand identity. Orange was chosen as the main color for the logo and brand, since it is a warm color that can increase and stimulate appetite, and it is considered a fun, outgoing color that (a) fits with the brand image Hugs & Kisses wants to portray and (b) is appealing to younger audiences as well (which make up a large portion of Hugs & Kisses target market). 7 Hugs & Kisses

Logo Iterations 8 Full-color Black on White White on Black www.hugsandkisses.com

Logo/Brand Colors Hugs & Kisses Orange 9 HEX: #de5425 RGB: 222, 84, 37 CMYK: 0, 62, 83, 13 Pantone Solid Coated 7579 C Pink HEX: #f279c7 RGB: 242, 121, 199 CMYK: 0, 50, 18, 5 Pantone Solid Coated 231 C Green HEX: #8ec63e RGB: 142, 198, 62 CMYK: 28, 0, 69, 22 Pantone Solid Coated 368 C Blue HEX: #3fa8c4 RGB: 63, 168, 196 CMYK: 68, 14, 0, 23 Pantone Solid Coated 7702 C Hugs & Kisses

Dynamic Logos 10 The logo for Hugs & Kisses changes for each, different line of products sold. This change is to differentiate between specific types of their many chocolates and gift packages, and to make the purchasing of their products easier for their consumer, especially on their website. Organic, Free-trade Chocolates Romantic, Gift Chocolates/Packages www.hugsandkisses.com

Party Chocolates (Gift Baskets + Party Favors) 11 Kid s Themed Chocolate Wedding Chocolates (Custom-molded) Hugs & Kisses

Logo Rules 12 The main bird in the logo should always be 2H high ( H equals the height of a capital H in the word Hugs in the logo). Additional birds should always be 50% or 40% of the size of the main bird in the logo. Minimum safe distance around the entire logo should always be 1/2H ( H equals the height of a capital H in the word Hugs in the logo). If relevant to company brand, the bird(s) may hold items in their beak(s), or they may have items (hat, bowtie, other accessories, etc.) attached to them. Always consult with Hugs & Kisses Marketing Department before adding items onto bird(s) in logo. The bird(s) in the logo should always be one color, plus the black of the stroke. Items with the bird are ideally the same color as the main color of the bird holding the item. Consult with the Marketing Department if attempting otherwise. www.hugsandkisses.com

Logo Rules The logo is not to be rotated or angled in any direction. 13 Hugs & Kisses

Logo Rules 14 The main bird in the logo should always be placed on top of the last s in Kisses, and should not be moved from that spot. Additional birds (e.g. baby birds) may be placed on other letters in the logo, but there should always be one normal sized bird on the s. The eyes, beak, and feet should always stay the same shape and size (in relation to the rest of the bird). www.hugsandkisses.com

Logo Rules The overall shape of the wing, and line stroke thickness, should always be the same. Changes are only allowed to where the wing attaches to the body (as in the Valentine s Day dynamic logo). 15 There should always be two tail feathers, and the shape and scale (in relation to the rest of the bird) should never change. There should always be the same number of dots around the wing, and the shape and scale (in relation to the rest of the bird) should never change. Hugs & Kisses

Summary 16 This dynamic logo system will accurately portray the brand image that Hugs & Kisses has: fun, whimsical, playful,and happy. It will also accurately represent the various lines of products that Hugs & Kisses sells. This innovation of the brand, logo(s), and future marketing materials will make Hugs & Kisses products even more relevant and appealing to their target audience. Thank you for your time in reviewing this proposal. If you have any further questions, please don t hesitate to reach out to me by phone or email. Emily Gaston (513) 910-3662 emgaston@cincinnatistate.edu www.hugsandkisses.com

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