DDX181_Styleguide YOGO_visual-identity_Takla_Rita

About the Brand
Brand
styleguide
Rita Takla
09 - 07 - 2021
I

Contents
I. About the brand....................1
Origin of YOGO 2
Voice & Values 3
Lil YOGO Audience 4
Audience Insights 5
II. Logo........................................6
Brand Vocabulary 7
Logo Variations 8
Logo Usage 9
Logo Donts 10
Clearance & Sizing 11
III. Brand colours .....................12
YOGO Brand Colours 13
IV. Typography........................14
Typography & Tone 15
Typography Rules 16
V. Stationary............................17
Logo position and size 18
VII. Imagery...............................22
Character illustrations 23
Imaginary illustrations 24
Photography 25
Shapes 26
VI. Merch...................................27

I. About the
brand

Origin of YOGO
About the Brand
Once upon a time, YOGO was born on a
little land with an innate quest to share and
bond with children, and the environment.
We are a B.Corp which aims to give
children the opportunity to munch on
quality yogurt while also having the experience
to learn about the simplicity and
enjoyment of healthy eating. We are much
more than what meets the belly.
With children possibly branching out into
different areas in the UAE exposed to
different demographics, YOGO aims to
spread awareness of healthy eating habits
and it’s impact on childrens lives, and their
future.
2

Voice & Values
About the Brand
Our brand values 3 major things that give
us our specific brand voice:
Innocent
Not Naive
Community
We value the health of YOGO lovers as we are part
of the initiative or reducing malnutrition across UAE.
Friendly
Not Cheeky
Integrity
We never use any artificial flavouring or colour in our
products, knowing that you can enjoy the yogurt
without suspicion.
Playful
Not Careless
Kindness
At YOGO we ensure that our farmers are paid fairly
as we value their high quality ingredients that we use
in our products.
Self-Aware
Not Self-Centred
3

Lil YOGO Audience
About the Brand
Stage 1:
The Toddler
Ages between 1-4
Their desire to explore new objects and people
also is increasing. During this stage, toddlers will
show greater independence; begin to show defiant
behavior; recognize themselves in pictures
or a mirror; and imitate the behavior of others,
especially adults and older children.
Stage 2:
The Middle Child
Ages between 4-10
Show more independence from parents and
family; Pay more attention to friendships and
teamwork; want to be liked and accepted by
friends. The middle child is usually the peacemaker.
Stage 3:
The Young Teen
Ages 10-14
Have more ability for complex thought; Be better
able to express feelings through talking; develop
a stronger sense of right and wrong. At this age,
they’re interested in self-discovery and making
decisions confidently with the time in the world.
4

Audience Insights
About the Brand
Children in the UAE
represent one third of
the total population
7 out of 10 children
use social media on
a daily basis
Children aged from 4 to
11 on average scoff four
snacks a day
Biscuits, crisps and chocolate
bars the most common.
86% of yogurt is
eaten at home
30% of our companies profit is going to
children who cannot afford enough food
to different organisation. We are playing
a role in the national food security
strategy 2051.
77% of millennial moms trust YouTube
as much as family and friends. and more
than half of the time social media influences
their choice to buy the product.
Children are most likely to eat yogurt
as a snack, encourage parents to add
low-fat yogurt to their weekly shopping
list and keep the refrigerator stocked.
5

II. Logo

Logo
Brand Vocabulary
35°
The Logo
The Icon
Consists of a colourful alphabet and 2 faces of a
girl and boy - the faces of our brand. It is a
reminder of things that a child loves.
The logo is used for both digital and print applications.
The symbols of our brand are friendly, outgoing
and playful. It’s style is made to match the yogurt
feel. Keep in mind that both heads are tilted on a
35°angle.
The icon may be used ONLY for social media.
7

Logo
Logo Variations
0% K
33% K
66% K
100% K
Original Colour on White
*Avoid using the coloured logo on any
dark backgrounds (see page 12).
White on Black
When working in black and white, the wordmark
can be placed onbackgrounds that range from
solid white to solid black (0%-100%K).
Black on White
8

Logo
Logo Usage
The logo may be used on the colours of the
primary colour palette
Its also acceptable to use the colours from
the secondary colour palette (see page
14).
DO NOT
1. Place the logo over more than one colour, especially
if not existing on the colour palette
2. Use gradient backgrounds
3. Place the logo on busy backgrounds
1 2 3
9

Logo
Logo Donts
DO NOT
1 2 3
1. Scew the logo
2. Rotate the logo
3. Change the placement of letters
4. Add drop shadows
5. Make the logo gradient
6. Crop the logo
7. Change the colour
8. Add the coloured logo on a dark/black background
9. Add outlines
4 5 6
7 8 9
10

Clearance & Sizing
Logo
Minimum Size
Print: 20mm
Digital: 75 pixels
Minimum Size
Digital: 53 pixels
Icon
Minimum Clearance
Height of the icon
Logo
11

III. Brand
colours

Brand Colours
YOGO Brand Colours
Primary Colours
Honey Bubbly Pea Comfort
sweet, warm outgoing, extroverted health, optimism, youth calm, trust
Most commonly used for branding. Its also
primarily used on the logo, headlines and
illustrations.
PANTONE 130C
PANTONE 7424C
PANTONE 7487C
PANTONE 305C
C 0%, M 40%, Y 77%, K 0%
C 2%, M 84%, Y 16%, K 0%
C 51%, M 0%, Y 71%, K 0%
C 61%, M 0%, Y 9%, K 0%
R 255, G 174, B 59
R 230, G 71, B 131
R 147, G 207, B 106
R 85, G 197, B 229
Secondary Colours
Used for backgrounds and graphic elements.
PANTONE 708C
C 0%, M 53%, Y 19%, K 0%
R 255, G 153, B 167
PANTONE 182C
C 0%, M 37%, Y 9%, K 0%
R 253, G 187, B 203
PANTONE 635C
C 40%, M 0%, Y 0%, K 11%
R 162, G 217, B 231
13

IV. Typography

Typography & Tone
Typography
Freude - it feels soft yet bold and rich.
Then Omnes is a little gentler on the palette,
to provide a little clarity when things
get long-winded.
Freude
Aa
Regular
For Headings
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Omnes
Aa
Bold
Aa
Light
For Subheadings
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Aa
Regular
For captions/smaller body text
For Body Text
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
15

Typography
Typography Rules
72pt
30pt
18pt
12pt
YOGO
Keeping it whole and smart
Makes YOGO for more
#YOLO with YOGO
*Adjust sizing according to the ratio
Keeping it whole and smart
Makes YOGO for more
Keeping it whole and smart
Makes YOGO for more
DO NOT
Use more than one weight per line
DO NOT
Use the same font weight throughout
16

V. Stationary

Logo position and size
Stationary
Place the logo either:
On the top left/right corner of the page
On the middle left/right side of the page if
horizontal
The logo should be equal to:
1/4 of the width if the page is vertical
1/3 of the width if the page is horizontal
1:4 scale
1:1.5 scale
18

Stationary
Letterhead, business card & envelope
19

Stationary
Letterhead, business card & envelope
20

Stationary
21

VII. Imagery

Character illustrations
Imagery
Our two little boy and girl are truly a symbol of
friendship. They can be drawn in many ways depending
on the season or occasion. Make sure to
exclude any outlines if it’s not related to the background.
The illustration style should maintain a flat,
2D design.
23

Imaginary illustrations
Imagery
It should be childlike, without being childish. To that
end, we’d like to use a flat illustration style to bring
the world to life, while using depth and perspective
to help add the feeling of scale.
We’ll also add dimension to our designs to build out
the worlds of all our flavors. This will give each world
a unique feel while adhering to our overall aesthetic.
Similarly we’ll use a range of colors and saturated
hues, but work from a set palette to maintain consistency.
The concept of these illustrations makes
sure to maintain imagination, creativity and fun.
24

Photography
Imagery
Yogo cares about having a positive image to create a positive impact on
children’s lives. This era is about bring children together and empowering
each other more than ever.
The logo can be used to mark the photographs with our signature yogo
puff. For consistency, it should be kept either on the upper right or middle.
25

Shapes
Imagery
For digital or print purposes aka yogo puffs
For Icons
For communicating messag-
26

VI. Merch

About the Brand
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About the Brand
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About the Brand
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About the Brand
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About the Brand
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