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Sample brand, family bakery

Pennywell Bakery: a logo and look for a family bakery

A neighborhood bakery wanted a mark that looks good on a paper bag and on a shop sign. We started with the thing they make every morning.

Pennywell
Family bakery
Sample logo, made up for this page.

The bowl of the P is a loaf. The single cut across it is how a baker marks a loaf before it goes in the oven.

Logo and look

The logo, four ways

One mark, set so it works wherever it lands. Every version is one drawing, so it never goes out of step.

  • Pennywell
    Family bakery
    Main logoThe mark and the name side by side. Use this first.
  • Pennywell
    Family bakery
    StackedThe same logo, squarer. For signs and narrow spaces.
  • Mark onlyFor stickers, social photos and small corners.
  • Pennywell
    Family bakery
    One colorFor stamps, forms and photocopies. No tint needed.

Still clear at 32 pixels

The size of a browser tab or a social photo. A mark that needs detail to be read is not finished.

64 px
32 px
24 px
16 px
Pennywell

Logo and look

Colors

Five colors, each with a job. The hex value is what a printer or a web designer asks for.

  • Crust

    #3A2214

    Main color for the logo and all text

  • Flour

    #F8F0E3

    The background, like paper

  • Poppy

    #A62F1C

    Buttons, stickers and the sign

  • Wheat

    #E0A33B

    A warm highlight, used on dark colors

  • Rye

    #6E5440

    Smaller text and quiet details

Logo and look

Typefaces

One for names and headings, one for everything you read.

  • Fraunces

    Names and headings

    Warm from the oven

  • Karla

    Menus, labels and body text

    Sourdough, rye, seeded rolls and cinnamon buns.

Logo and look

The logo at work

Drawn the way it would look on the things this business really uses.

  • Pennywell

    Baked this morning, sold by lunch.

    Order ahead and pick up your loaf warm.

    Order for tomorrow

    Sample drawing. Not a real item.

    Website header

    The logo, four menu items and one button.

  • Pennywell
    Family bakery

    Sample drawing. Not a real item.

    Business card

    Turn it over. The back is dark with the opening hours.

  • PennywellBread and pastries

    Sample drawing. Not a real item.

    Shop sign

    A round blade sign you can read from across the street.

  • PennywellBaked this morningThank you for coming in

    Sample drawing. Not a real item.

    Paper bag

    One color printed on plain paper. No special inks.

  • Sealed by hand at Pennywell

    Sample drawing. Not a real item.

    Box sticker

    Seals the box. Doubles as a small advert.

Logo and look

What this brand set includes

  • 01A main logo, a stacked logo, a mark on its own and a one color version
  • 02Five colors picked from flour, crust and poppy
  • 03Two typefaces, one for names and one for the menu
  • 04Shop sign, paper bag, sticker and business card

How we would build it

This is a sample for a made-up business. There is no client and no result to report: this is how we would plan and build it for a real one.

The problem

A neighborhood bakery has a loaf that people love and a look that is a mix of what was to hand. The sign is one style, the paper bag another, and the menu is in a third. A new customer cannot tell that it is all the same bakery.

What we built

For Pennywell Bakery, a made up family bakery, we would draw a logo and look that starts with the thing they make every morning. The bowl of the letter P is a loaf, with one cut across it like the cut a baker makes before the oven. Then we would carry it everywhere the bakery shows up.

Problem and answer

  • The logo works on the shop sign but not on the bag.

    We make four versions from one drawing: main, stacked, mark only and one color. Each is for a place it fits.

  • Printing in many colors can look muddy on a plain paper bag.

    The paper bag is printed in one color on plain paper, and the one color logo is built for it.

  • Colors are picked by eye and drift between printers.

    Five colors, each with a job and a code, called Crust, Flour, Poppy, Wheat and Rye. A printer or web designer is given the codes.

  • Small spaces turn the logo to a smudge.

    We check the mark at 32 pixels, the size of a browser tab or a social photo, and keep it clear.

  • Nobody knows what fonts to use.

    Two typefaces, Fraunces for names and headings and Karla for menus and labels.

How it works

  1. 01The owner sends a bag, a menu and a photo of the sign as they are now.
  2. 02We show a few ideas for the mark. The owner picks one.
  3. 03We build the colors and type, then draw the logo onto each real thing: sign, bag, sticker, card and website.
  4. 04The owner gets the files and a one page guide to hand to any printer or sign maker.

Works with

  • A sign maker, for the round blade sign over the door
  • A printer, for paper bags, box stickers and business cards
  • The bakery's website header, in the same colors and fonts
  • A social profile, using the mark only version as the photo

The plan we would follow

  1. Week 1We spend a morning in the bakery, look at the sign, bag and menu in use, and agree what the look should say. Then we draw a few marks and show them on a sign and a bag. The owner chooses.
  2. Week 2We refine the mark, set the colors and the typefaces, and draw the sign, bag, sticker, card and website header. We check each on paper.
  3. Week 3We hand over every file and the guide, and brief the printer and the sign maker if the owner wants.

What the owner keeps

  • The logo in every version and every file type
  • The color codes and the font names
  • The one page guide
  • The artwork for the sign, bag, sticker and card

Your business should look like the best one in town. Tell us about it and we will show you where to start.

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