Biggro Brand Manual v1 - Zook Studiozookstudio.com/images/work/branding/biggro.pdf · Biggro is a local mobile e-commerce platform, transforming the everyday shopping experience by

BRAND IDENTITY GUIDELINE

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it grows on you

Table of ContentsThis is a guide to the basic elementsthat make up our brand.It will help you to get to know us better...

Contents

01

02

03

04

05

06

07

08

09

10

11

12

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14

15

16

Introduction

Brand Positioning

Customer Voice

Logo

App Icon

Logo Colours

Tagline Usage

Logo Usage

App Logo Usage

Exclusion Zone

Typography

Photography

Colour Palette

Support Graphics

Print and Web Examples

The Checklist

Introduction

01 | BRAND GUIDELINES Version 1.0 10/02/2017

The Brand is a person’s gut-feeling about a product, service or the

organization. It’s a person’s gut-feeling, because a brand is identified by

people, and not the company or the public. Brand is a gut-feeling because

people are emotional and intuitive beings.

The world is changing rapidly driven by the changing shopping habits and

advancement of technology. We tend to base our brand on this principle.

Biggro is a local mobile e-commerce platform, transforming the everyday

shopping experience by connecting people with the local stores, thus,

becoming the one-stop-solution for their daily needs. We strive to meet and

beat the customer’s gut feeling, which is based on their trust. To be consistent

is the first step towards achieving this - which includes, consistent strategy,

customer promise, tone, style, and the look and feel.

Brand Positioning


What we are experiencing around us is a rapidly changing world, especially

with the advancement in technology. It’s magic. It’s exciting. However, the

speed and complexity of this advancement can result in technostress. People

are aware about the solution - It could be spending some more time with their

family or a more effective way to live their everyday life. But, they need help

to make it happen. The help could be something like a dedicated online

delivery app for their daily needs - like, Biggro!

But, with as many organizations offering the same services, it is important to

meet the customer’s trust. Providing the best customer service is the answer

towards this. We aim to deliver an experience that reduces the technostress

and that restores the customer’s enthusiasm towards technology, pointing

towards customer satisfaction.

Customers, Convenience and Technology

Customer Voice


Customers should be able to connect technology with comfort and

consistency. They may not know all the techno-jargons and electro-terms,

but to offer them what they wish for, means being stable. They should know

they are at a trusted place; that they can count on us. It means we need to

speak to them on their terms. The conversation has to be real, genuine and

conversational - like an old friend. Keep up to that, and you will be, pretty

soon!

Conversational, Fresh and Authentic

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Logo


This is our face; this is what we look like to our people. Just like

our products, we choose to be fresh in our approach and

appearance. The logo is perfect in stating even the minute

details about our business and what we believe in.

The bold typeface used to construct the logo, makes us more

pronounced and crystal clear, leaving no room for misjudgment.

The background color or image appears inside the lettering of

the brand name.

The grayscale logo is to be used only in instances when color is

not an option (i.e., printing in grayscale). The line art rule that

defines the logo’s outer edge are to used only for the greyscale

to define outline.

FULL COLOR

FULL COLOR

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GREYSCALE

FULL COLOR

GRAY BLACK RED

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BLACK GRAY

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Icon UsageBiggro icon is used on our mobile apps and on any marketing

materials where social media icons are used.

Biggro icon is more versatile in its usage than the Biggro logo.

The Biggro can be used with rounded corners or no rounded

corners. It can be subtly styled to fit into social media icon sets.

The white background logo will maintain all form of app icons.

The red extension is used for loading screen on the mobile

interface as well.


APP ICONS

APP LOADING

SQUARE EDGE ROUND EDGE


Logo ColoursRed and White are the colours used for our brand. If you wish to

use our logo in reverse; exclusion zone guidelines should be

followed.

PRIMARY COLORS

Red

Looking at the Biggro logo as our foundation, red is the main

color used heavily in advertising and in promotional pieces. A

vibrant, fresh and bold color, red evokes optimism.

White

White is the main color used for backgrounds and spaces.

Representing expertise, dependability and stability, White can

also be used to give a sense of intelligence and intellect.

SECONDARY COLORS

These are our secondary color palette to be only used for further

branding our huge range of products. Use this sparingly in order

to achieve brand recognition for the primary color.

PERCENTAGES

Use the supporting color palette in the outlined percentages in

all marketing materials against the primary color in the initial

stages.

PRIMARY PALETTE

BIGGRO LOGO RED

Color:

CMYK:

RGB:

HEX:

Red

0, 100, 100, 0

237, 28, 36

ED1C24

SUPPORTING COLOR PALETTE

PERCENTAGES

Color:

CMYK:

RGB:

HEX:

Pink

9, 84, 0, 0

218, 78, 156

DA4E9C

Color:

CMYK:

RGB:

HEX:

Blue

83, 67, 0, 0

63, 96, 172

3F60AC

Color:

CMYK:

RGB:

HEX:

Green

75, 0, 100, 0

56, 180, 73

38B449

Color:

CMYK:

RGB:

HEX:

Yellow

5, 16, 90, 0

244, 207, 52

F4CF34

Color:

CMYK:

RGB:

HEX:

Orange

2, 61, 90, 0

238, 127, 52

EE7F34

Color:

CMYK:

RGB:

HEX:

Grey

0, 0, 0, 60

128, 130, 132

808284

BIGGRO LOGO WHITE

Color:

CMYK:

RGB:

HEX:

White

0, 0, 0, 0

255, 255, 255

FFFFFF

90% 10%

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www.biggro.com

Tagline UsageThe “it grows on you” tagline instills reliance and confidence. At

Biggro, customers can shop, get help, ease technostress and

feel great about their purchases.

This new tagline should never be used without the Biggro logo

or an image of a T-shirt.

It can appear stacked with the tag logo or horizontally and

centrally below the logo. Use the traditional lockup in most

cases. The width to be equal to the logo edge.

The grayscale lockups are to be used only in instances when

color is not an option

WEB LINK AS TAGLINE

Considering the fact that the website is a crucial part of the

brand, a logo that incorporates the web link can also be used as

required with the same lockup as the tagline.


LOCKUP

NORMAL GREYSCALE

TAGLINE LOCKUP

WEB LINK AS TAGLINE

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Logo UsageBiggro relies on a consistent use of its mark to present a strong

and recognizable image to customer. Changing the properties of

the logo is prohibited. The Tag must be legible and the

trademark notice recognizable.

Note: The examples of improper usage on the right illustrate the

main misinterpretations that may occur; however, the list is not

exhaustive.

Change logo’s orientation.

Add extraneous effects to the logo. This includes but is not

limited to: bevel and emboss, lighting effects and drop

shadows.

Modify the approved logo colours.

Independently move or scale the elements.

Place the logo over photos, patterns or busy imagery.

Make alterations, additions or substitutions to the words

and or colors contained in the logo.

Scale the logo unproportionately.

Adjust the rule weight of the logo.

Place the Tag art to the left of the horizontal

wordmark.

1.

2.

3.

4.

5.

6.

7.

8.

9.


INCORRECT LOGO USAGE

DON’T

1 2 3

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4 5 6

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7 8 9

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App Logo UsageThe app logo usage also should depict a consistency with the

brand and should be able to accommodate the ever changing

mobile interface evolution.

Note: The examples of improper usage on the right illustrate the

main misinterpretations that may occur; however, the list is not

exhaustive.grobig

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Change the color of the icon to fit your campaign colors.

Remove or change core elements of the design or attempt

to redraw.

Rotate the icon.

Stretch or distort the icon.

Alter the square that the icon sits in.

Add any additional typography to the icon.

1.

2.

3.

4.

5.

6.



DON’T

1 2 3

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4 5 6

BIGGRO

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Exclusion ZoneWe have clearly defined and maintained an exclusion zone in our

logo to give it more prominence. The exclusion zone is the area

defined by leaving a uniform clear space equivalent to the

height of the handle in the logo, on all four sides. No other visual

element should appear within the exclusion zone. Nor can a

wider character be used to define it.


EXCLUSION ZONE

INCORRECT EXCLUSION USAGE

Do not place other active elements within the exclusion

zone.

Do not place the logo too close to the edge on any

application.

1.

2.

DON’T

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HANDLE DISTANCE (x)

PROPER EXCLUSION

2x

x

x x

xx

x

x

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WWW.BIGGRO.COM

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1 2

TypographyOpen Sans is a humanist sans serif typeface designed by Steve

Matteson. Open Sans was designed with an upright stress, open

forms and a neutral, yet friendly appearance. It was optimized

for print, web, and mobile interfaces, and has excellent legibility

characteristics in its letterforms. This font will fit perfectly for our

brand for its usage in print as well as digital media.


Open Sans Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

abcdefghijklmnoprstuvwxyz

Open Sans Semibold


0123456789


Open Sans Regular


0123456789


Open Sans Light


0123456789


Open Sans Bold Italic


0123456789


Open Sans SB Italic


0123456789


Open Sans Italic


0123456789


Open Sans Light Italic


0123456789


Open Sans

PhotographyPRODUCT IMAGERY

Regardless of the angle or perspective of the camera lens, the

products we sell must always be presented consistent with our

imagery.

To add dimension or aesthetic appeal to a design, product

reflections are an option.

ADOBE PHOTOSHOP REFLECTIONS

To achieve the reflection technique, follow these steps:

1) Select a color image of the product and knock out the

background and create two layers of the object you want to

reflect. One layer will be the object, the other will be the

reflection. Extend the canvas size if needed.

2) Take the reflection layer, flip it vertically and skew (if required)

the perspective to create a mirror image of the object layer.

Overlap the reflection image slightly beneath the main image.

3) Drop the reflection layer opacity (usually below 15%) and give

it a Gaussian Blur of 1-3 to soften it.

4) Create a layer mask of 50% height of the image and use a

gradient or large brush to create a soft fade. Add shadows to the

object layer if needed. Scale the image as required making sure

there is enough space between the edges and borders.



1

4

2

3

Color PaletteAssigning colors to each category allows quick tracking and also helps to better organize each product. Colors also create a better impression in the minds of the customer.


Fruits andVegetables

Household Grocery andStaples

Personal Care Packed Foods Pet Care

GREEN GREY YELLOW PINK BLUE ORANGE

The color green is always associated

with freshness. There is no better color

choice for this category.

The color grey is neutral and is

associated with practicality. This color

is perfect since it gives a neutral

feeling,

The yellow hue stands for the color of the

most of the staples or grains. The color

shows abundance.

The pink color stands for good health and feminity. The color is

sophisticated and inclusive of many

brands.

The blue color stands for corporate and

brand.

The color orange is warm and creates an urgency in the minds

of the customer.

STRAIGHT OBLIQUE WITH GRADIENT

Support GraphicsPROPER BASKET USAGE AS A GRAPHIC ELEMENT

When using the basket to create a graphic pattern, it can be

turned to other colors in the Biggro pallete. It can also be rotated

in any direction on a north, south, east or west axis. It can also

use a subtle gradient mask.


BASKET PATTERN

ON SECONDARY COLOR

PET PRODUCTS NOW ON SALEAdd a Stripe Connect button to allow your users to link their Stripe account with your application.

We provide buttons for both dark and light backgrounds.

50%OFF

biggro.com

Print and Web ExamplesPOSTERS AND SOCIAL MEDIA

3 types of posters can be used for brand representation on web

and social media. Lots of breathing space and highlighting the

product for the customer is of utmost importance when

designing the posters.

1.1 Abstract poster for the brand.

1.2 Posters with real images and offers.

2. Comic based special posters.

3. Secondary color poster.


POSTERS

1.1 1.2

2 3

The ChecklistThe checklist...

01 Logos

Only use logos that are complete and in an appropriate version,

created from original digital artwork. Please check that you have

respected the minimum size and exclusion zone requirements.

02 Backgrounds

The logo should not appear on light or cluttered images without

being reversed out.

03 Graphics

Check that any supporting graphics or graphic elements do not

marginalise, obscure or overpower our company logo.

04 Typography

Check that our corporate typefaces have been used

appropriately where applicable.

05 Design

Be sure to provide these guidelines to third parties or

collaborating partners.

A FINAL THOUGHT.

If in doubt, take a look back through this document, all the

answers are there. We don't ask for much, just a little love and

respect for our brand, which is why we think we've created

a flexible system that won't stifle your creativity. Give it your

best shot...


Documents

Biggro Brand Manual v1 - Zook Studiozookstudio.com/images/work/branding/biggro.pdf · Biggro is a local mobile e-commerce platform, transforming the everyday shopping experience by