THNKSGVN: A BrandBook by Killian Branding
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Transcript of THNKSGVN: A BrandBook by Killian Branding
4©2015 KILLIAN BRANDING
The officialish Holiday Brand Book
4©2015 KILLIAN BRANDING
5
1Table of Consent
The mission of the THNKSGVN brand is to increase the installed user base by bringing everyone to the table. Just consent to help your grandmother and clean up when you’re finished.
The vision of the THNKSGVN brand is to become the premiere holiday of the season, increasing consumption to reach the 6000-calorie plateau.
©2015 KILLIAN BRANDING
5
1 2Logo and Rationale
The iconic turkey mark is a nod to tradition. While
we empathize with those who suggest spaghetti
carbonara, which is easier to cook – it is quite
difficult to render graphically.
THN or “Thin” at the beginning of the logotype pays
ironic tribute to what you are, briefly, at the
beginning of the meal.
Since “A” is indicative of a single thing, it weakens
the brand ethos which is founded upon “plenty” and
“many.”
THNKSGVN is, according to our extensive
qualitative and quantitative field research, the
actual phonetic pronunciation of how that one uncle
pronounces “Thanksgiving” after his sixth beer. It’s
an element that speaks to authenticity and
plenitude in the brand narrative.
Research shows there is actually no “I” in the spirit
of Thanksgiving. To reinforce the semiotic
significance of the identity, neither the “I”s nor the
“A” are appropriate to include.
A
B
C
D
EA
B
D
C
E
6
©2015 KILLIAN BRANDING
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2Additional servings of the logo mark are imperative for larger scale uses, e.g., more than 12 at the table.
The Turducken variant logo mark should be used for formal collateral to impress the Turducken-inclined demographic and psychographic market segments. The logotype is vegetable green for supplementary material. Non-pumpkin vegetables must not be emphasized at the expense of the poultry protein, as detrimental to the gestalt of the brand narrative.
When using an official tagline (see discussion later in this document), employ our Thankful For Pie color, CMYK 6-50-100-0.
3Secondary Logos
A
B
C
A
B
C
G e t S t u f f e d .
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4
©2015 KILLIAN BRANDING
Incorrect Usage
Do not shrink the turkey. The brand embraces volume.
A second Turducken mark should never be used. Research shows that no Turducken user households ever repeat.
Avoid other holiday confusion.
A
B
C
B
C
8
A
4
©2015 KILLIAN BRANDING
5Brand Color Palette
Thankful For Pie
RGB
CMYK
HEX
PMS
233-144-36
6-50-100-0
#E99024
138 C
Reluctantly Kale
RGB
CMYK
HEX
PMS
76-89-69
39-18-50-63
#4C5045
553 C
Keep On Stuffing
RGB
CMYK
HEX
PMS
158-110-71
32-56-76-15
#9E6E47
1395 C
Maybe Gravy
RGB
CMYK
HEX
PMS
128-130-133
0-0-0-60
#808285
424 C
Back For Thirds
RGB
CMYK
HEX
PMS
96-86-75
2-13-25-75
#605646
7554 C
I Think You Charred It
RGB
CMYK
HEX
PMS
0-0-0
60-40-40-100
#000000
Black
Last Year’s Decorative Gourds
RGB
CMYK
HEX
PMS
245 -194-27
4-23-98-0
#F5C216
7405 C
Annual Brussel Sprouts
RGB
CMYK
HEX
PMS
60-106-51
77-35-100-26
#3C6A33
363 C
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©2015 KILLIAN BRANDING
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10
6Typography
FONT
DIN - regular, medium, and bold. DIN - light* should be avoided at all costs.
DIN was chosen mostly for its name. Yes, legibility and versatility figured in, but the name is reflective of what you hear during second helpings when that one uncle injects his latest conspiracy theories into table talk at jackhammer decibel level. Beware the “throwed roll” which can add to the din.
*The holiday is about “substantial,” not lightness. Heavier weights
are appropriate. Nothing exceeds like excess.
DIN REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1235467890@$%&(+?)
DIN MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1235467890@$%&(+?)
DIN BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1235467890@$%&(+?)
©2015 KILLIAN BRANDING
7Digital Presence
DIGITAL GUIDELINES
DIGITAL 1.0Don't bring that device to the table. Set it to vibrate harmlessly in another room. Unless you thoroughly enjoy tirades about respect and attention from your less-digital elders.
DIGITAL 2.0 It *is* possible to enjoy a meal without snapshots. Everybody you'd want to talk to is already at the table anyway. (That's a “polite fiction.” Hey, it’s once a year and you can probably fake tolerance at least until the malls open.)
DIGITAL 3.0 Never ever post photos of gravy.
DIGITAL 4.0Speaking of digits, you may not eat with your digits. Use the cutlery. It's forking food.
1110
No matter who you are, photographing beige or brown food is a dangerous path to tread.
– Not Confucius
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©2015 KILLIAN BRANDING
? ? ? ? ? ? ? ? ? ? ? ?
8Brand Messaging
MESSAGING
TAGLINESSeveral taglines/straplines are under consideration, and a decision is expected after dessert. Strong contenders include:
• Who the Hell Eats Mashed Rutabaga?
• Get Stuffed.
• Sometimes, the Kid’s Table is Better.
• Them Pilgrims Never Had KoolWhip I Tell You.
• Football, Schmootball. Pass the Drumstick.
• Be nice to Uncle Bob. Just don’t sit next to him.
TONE OF VOICEGossipy interrogation. Ask intrusive questions to pry into what relatives are up to. That is, pump kin.
SPINOFFSWe must allow in the brand narrative for recognition of our sister brand. Once again this year we will attempt to create awareness for You’re-Welcome-Taking Day, our Friday holiday where we accept all the offered thanks of the day before. Thus far we’ve not taken share away from Black Friday, but maybe this year (You’re Welcome).
©2015 KILLIAN BRANDING
8 9Brand Etiquette
A B
K L
J
M
C D
E
F
G I H
A Salad forkB Dinner forkC Serving plate, or chargerD Dinner plateE Useless extra spoonF Pumpkin pie forkG Not to stab your uncleH Tea spoon. Just kidding – this is
I Soup spoonJ Discreet thigh-top football monitorK NapkinL Thigh, shelf for monitorM Lap
America – that spoon is for surplus gravy
©2015 KILLIAN BRANDING
10Audiences
SEGMENTATION
The THNKGVN audience can be divided into slices, as it were. We of course respect the pumpkin base, but we cannot ignore other segments. Well, maybe the banana cream segment. They cray cray.
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©2015 KILLIAN BRANDING
11Strategic Analysis
SWOT Analysis
STRENGTHSlong-term satisfaction with the UX
WEAKNESSESvegetarians, but ve gan live with that
OPPORTUNITIESLine extensions, e.g., the previously mentioned You're-Welcome-Taking Day
THREATSAs Christmas starts earlier and earlier each year, our brand could be displaced. We must end The War on Thnksgvn!
10
Submitted for your approval
We believe the fuller enjoyment of the THNKSGVN holiday depends on the implementation of the brand
standards outlined in this manual.
And, of course, cranberry sauce.
Killian BrandingChicago • Charlotte • Cyberspace
killianbranding.com/thnksgvn312 836 0050