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Introduction/Brand OverviewCreative DevelopmentBrand LogoTypeface/Color PaletteTone/voiceImageryReferences

357

11131415

Tab

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Min

ute

Man

Introduction/Brand OverviewCreative DevelopmentBrand LogoTypeface/Color PaletteTone/voiceImageryReferences

357

11131415

Tab

le o

f Co

nte

nts

Min

ute

Man

Intro

du

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Min

ute

Man

Bra

nd

Ove

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Minute M

an

A good hearty breakfast that is quick and tasty, is what every Mom wants for her family. Imagine how excited she’ll be when she discovers Minute Man.

Minute Man is a microwave breakfast that captures the melting pot cuisine essence of the New

England region of the United States. Best of all, it’s ready in 60 seconds!

Intro

du

ctio

n

Min

ute

Man

Bra

nd

Ove

rvie

w

Minute M

anA good hearty breakfast that is quick and tasty, is what every Mom wants for her family. Imagine how excited she’ll be when she discovers Minute Man.

Minute Man is a microwave breakfast that captures the melting pot cuisine essence of the New

England region of the United States. Best of all, it’s ready in 60 seconds!

Mo

od

bo

ard

Min

ute

Man

Log

o D

eve

lop

me

nt M

inute Man

THIS IS A HEADER.

Styl

e: N

ew E

ngla

nd A

rchi

tect

ure

This is the slogan.This is body text.

Featured Breakfast:Johnnycakes with Maple Butter

New England-stylebreakfast in ONE minute?! I could get used to this!#638fa7

#7e3019

#5e8c6a

#f2

c359

During the creative development process, this mood board was chosen as the stepping stone for Minute Man. Therefore, this mood board is to be referred to often.

Through a series of sketches, the logo design was narrowed down to a few options. Item 26 pictured above was the driving force behind the logo that was actually chosen for Minute Man.

Mo

od

bo

ard

Min

ute

Man

Log

o D

eve

lop

me

nt M

inute Man

THIS IS A HEADER.

Styl

e: N

ew E

ngla

nd A

rchi

tect

ure

This is the slogan.This is body text.

Featured Breakfast:Johnnycakes with Maple Butter

New England-stylebreakfast in ONE minute?! I could get used to this!#638fa7

#7e3019

#5e8c6a

#f2

c359

During the creative development process, this mood board was chosen as the stepping stone for Minute Man. Therefore, this mood board is to be referred to often.

Through a series of sketches, the logo design was narrowed down to a few options. Item 26 pictured above was the driving force behind the logo that was actually chosen for Minute Man.

Log

o U

sag

e

Min

ute

Man The Minute Man logo can be used on all

paraphenalia for Minute Man. From investment meetings to baseball caps, the Minute Man logo can be used for anything that will promote the Minute Man brand.

Minu eMan

Minu eMan

Minu eMan

Minu eMan

New England Style Microwave Breakfast

Lobster Eggs Benedict

Ready in

60 Sec

on

ds

Example Package Design

Disposable Coffee Cup

Baseball Cap

Coffee Mug

Different than the typical horizontal microwave meals, Minute Man packages will be vertically designedwith a very simplistic look to stand out in the freezer section.

Log

o U

sag

e

Min

ute

Man The Minute Man logo can be used on all

paraphenalia for Minute Man. From investment meetings to baseball caps, the Minute Man logo can be used for anything that will promote the Minute Man brand.

Minu eMan

Minu eMan

Minu eMan

Minu eMan

New England Style Microwave Breakfast

Lobster Eggs Benedict

Ready in

60 Sec

on

ds

Example Package Design

Disposable Coffee Cup

Baseball Cap

Coffee Mug

Different than the typical horizontal microwave meals, Minute Man packages will be vertically designedwith a very simplistic look to stand out in the freezer section.

Minu

Full ColorM

M MeMan

Bran

d Lo

go

Min

ute

Man

Brand LogoThis logo serves as the primary source of identification for Minute Man. The Minute Man logo consists of a lighthouse on top of an anchor, which serves as the ‘t’ in Minute Man.

Logo Clear SpaceThe clear space ensures the impact and visibility of the Minute Man logo. There may be cases where the full recommended clear space is difficult to allow, your best judgment should prevail.

Logo Do’sThe following logo varations are acceptable:

Logo Don’tsThe Minute Man logo can NOT be used with any color outside of the provided

color palette.The following logo varations are NOT acceptable:

The Minute Man logo can be any size larger than 1.34 inches x 1.05 inches to

protect the legibility of the logo.

M

Minu

B&WM

M MeMan

M

Minu eMan Minu eMan Minu eMan Minu eMan

Minu eMan Minu eMan Minu eMan Minu eMan

Minu eMan Minu eMan Minu eMan Minu eMan

Log

o E

lem

ents

Thes

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emen

ts c

an b

e us

ed a

s st

and

alo

ne im

ages

for

des

ign

pur

po

ses

in c

onj

unct

ion

with

any

co

lor f

rom

the

co

lor

pal

ette

:

Minu eMan

1.34 in

1.05

in

Minu

Full ColorM

M MeMan

Bran

d Lo

go

Min

ute

Man

Brand LogoThis logo serves as the primary source of identification for Minute Man. The Minute Man logo consists of a lighthouse on top of an anchor, which serves as the ‘t’ in Minute Man.

Logo Clear SpaceThe clear space ensures the impact and visibility of the Minute Man logo. There may be cases where the full recommended clear space is difficult to allow, your best judgment should prevail.

Logo Do’sThe following logo varations are acceptable:

Logo Don’tsThe Minute Man logo can NOT be used with any color outside of the provided

color palette.The following logo varations are NOT acceptable:

The Minute Man logo can be any size larger than 1.34 inches x 1.05 inches to

protect the legibility of the logo.

M

Minu

B&WM

M MeMan

M

Minu eMan Minu eMan Minu eMan Minu eMan

Minu eMan Minu eMan Minu eMan Minu eMan

Minu eMan Minu eMan Minu eMan Minu eMan

Log

o E

lem

ents

Thes

e el

emen

ts c

an b

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and

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ages

for

des

ign

pur

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in c

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unct

ion

with

any

co

lor f

rom

the

co

lor

pal

ette

:

Minu eMan

1.34 in

1.05

in

Type

fac

e

Min

ute

Man

Century GothicThe quick brown fox jumps over the lazy dog.

Minute Man’s typographic identity is visible across many applications. Type selections have been made that best represent the brand. The selected typefaces are:

Major headings, sub headings, and body text can use either typeface. The typeface may not be italicized, bolded, underlined, or altered in any way.

RGB: 94, 140, 106CMYK: 66, 28, 67, 8

Avenir LightThe quick brown fox jumps over the lazy dog.

Co

lor P

ale

tte

Minute M

an

RGB: 242, 195, 89CMYK: 5, 23, 76, 0

RGB: 99, 143, 167CMYK: 65, 34, 25, 1

RGB: 126, 48, 25CMYK: 31, 86, 100, 36

Type

fac

e

Min

ute

Man

Century GothicThe quick brown fox jumps over the lazy dog.

Minute Man’s typographic identity is visible across many applications. Type selections have been made that best represent the brand. The selected typefaces are:

Major headings, sub headings, and body text can use either typeface. The typeface may not be italicized, bolded, underlined, or altered in any way.

RGB: 94, 140, 106CMYK: 66, 28, 67, 8

Avenir LightThe quick brown fox jumps over the lazy dog.

Co

lor P

ale

tte

Minute M

anRGB: 242, 195, 89CMYK: 5, 23, 76, 0

RGB: 99, 143, 167CMYK: 65, 34, 25, 1

RGB: 126, 48, 25CMYK: 31, 86, 100, 36

Vo

ice

/Ton

e

Min

ute

Man

The voice of Minute Man is never to degrade or compare oursevles to another brand, it’s simply to present the idea of rich New England breakfast to our audience. Since Minute Man breakfast is family-oriented, the voice of any copy used for the campaign must be appropriate, engaging, and warm.

The imagery used for Minute Man is very simplistic. Aside from the brand mascot, Minute Mom, very

little imagery will be present through use of actual images. Text placement will make up the majority of

the imagery. The anchor aforementioned can be incorporated in design campaigns for Minute Man.

Ima

ge

ry

Minute M

an

Vo

ice

/Ton

e

Min

ute

Man

The voice of Minute Man is never to degrade or compare oursevles to another brand, it’s simply to present the idea of rich New England breakfast to our audience. Since Minute Man breakfast is family-oriented, the voice of any copy used for the campaign must be appropriate, engaging, and warm.

The imagery used for Minute Man is very simplistic. Aside from the brand mascot, Minute Mom, very

little imagery will be present through use of actual images. Text placement will make up the majority of

the imagery. The anchor aforementioned can be incorporated in design campaigns for Minute Man.

Ima

ge

ry

Minute M

an

Re

fere

nc

es

Min

ute

Man

Discover New England (2014). Quick Facts: New England USA | Discover New England. Retrieved from http://www.discovernewengland.org/ about-new-england-usa/new-england-usa-quick-facts/New England Living (2013). Breakfast Recipes Free Recipes New England Recipes Breakfast Recipes. Retrieved from http://www.newenglandrecipes.com/breakfast/