ABOUT US BRAND DNA Balmoral Bakery started selling cakes and pastries with an English touch in 1965. It was founded by Hainanese “Ah Kohs” (literally translated into “big brothers”) as a complement to the famed Balmoral Steak House at Holland Village that was patronized by the British and Australian armed forces then stationed in sunny Singapore. Brand Vision/Mission: To pass down the taste of traditional pastries and cakes to the future generations in the local market and international market in the future. They garned a reputation for their delicious golden pastries and moist flavorful cakes. All their pastries are made by hand to maintain the old traditional taste – butter cakes, rum balls, cream horns samosas, chicken pies and curry puff. This nostalgic taste is what leaves the residents of Sunset Way coming back for more to this rare traditional bakery. 6 Brand Category: Bakery, Food Brand Benefits: Makes handmade traditional pastries and cakes that are not only extremely reasonably priced, but also taste nostalgic. Brand Credibility: Established in 1965 and is featured in numerous food blogs and magazines such as The Straits Times, Jetstar Magazine and The New Paper. Brand Character: Loyal, Passionate, Dedicated,Friendly, Humble Brand Difference: Is one of the very few traditional bakeries in Singapore and has a loyal fan base of customers coming in from around the island.

Pantone 7621C C:21 Y:100 M:95 K:12 HEX Code: #B21E27 Pantone Black C C:0 Y:0 M:0 K:100 HEX Code: #2D2926 CONCEPT INTRODUCTION BRANDMARK RATIONALE Balmoral Bakery is a traditional bakery that sells cakes and pastries with an English touch since 1965. Influenced by the Balmoral Castle in Scotland, the name “Balmoral Bakery” was created with hopes of bringing traditional handmade savories to Singapore. The brandmark was created using Dancing Script font and modified to give an organic feel to it. This is so as to compliment with the Balmoral Bakery’s persistent spirit of baking by hand. The circles on the letter, “M”, was created to resemble a crown or a castle as a tribute to the Balmoral Castle in Scotland. Akzidenz-Grotesk Next is chosen as a corporate font to give it a modern look. 7

The “Bakery” font should always be Akidenz-Grotesk Next Medium. Should there be an occasion whereby the “Bakery” word is not needed, the logo can stand by itself alone. For font size and placement, please refer to Placement & Size at Page 9. 8 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 1234567890 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890 Akzidenz-Grotesk Next Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 1234567890 Dancing Script is used for its free lively casual nature which corresponds with Balmoral Bakery’s spirit. However, it is only used in the logo itself. For styling purposes, please use Androgyne Regular font. The corporate font chosen is Akidenz-Grotesk Next for its modern outlook. Androgyne Akzidenz-Grotesk Next Medium WORDMARK Dancing Script ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 1234567890

SIGNATURE PLACEMENT & SIZING The brandmark should have a placement clearance space of unit x based on the letters in the brandmark. Horizontal /Vertical Signature: Placement with Bakery: x x x Placement without Bakery: x x x MINIMUM SIZE The minimum size will be 15mm by 52mm. Should there be a need for the logo without the word, “Bakery”, the minimum size is 15 by 75mm. 9

SUPPORTING GRAPHICS INTRODUCTION Our supporting graphics are created to give a sense of a casual royalty picnic outlook. Pencil-like styling is used to create our supporting graphics as it gives off a handcrafted feel. Our supporting graphics consist of the castle illustration, picnic illustrations and bricks illustrations. The castle illustration is based on Balmoral Castle in Scotland while the picnic illustration is based on creating a casual picnic experience with food like eclair, tarts, crossiant, cupcakes, donuts, cake, rum balls and pies. Hot air balloon, luggage, party hats and banner icons are created to give off a more playful relaxing feeling while the baking utensils such as piping bag, baking knife, roller, measuring spoons and whisk are shown give a sense of the royal bakery at work. As for the brick illustration, it is created to bring us back to Balmoral Castle. It comes in both red and white versions and can be used together with the picnic illustration. 12

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SUPPORTING GRAPHICS - PICNIC ILLUSTRATION 1:1 Our supporting graphics consist of both the picnic and bricks illustration. The design comes in 3 different length to width ratios mainly in 1:1. 4:7 and 7:4. When using our castle illustrations, do keep in mind that the start of the design should begin at top left corner and if possible end at the exact bottom right corner. Alternatively, you can align to the width or length of the picnic illustration to your design or centralize the entire design after doing so. 4:7 18 7:4

SUPPORTING GRAPHICS - BRICKS ILLUSTRATION Example 1: The bricks illustration comes both red and white versions. It is created to remind us of the bricks of the Balmoral Castle in Scotland. When using the bricks illustration with the picnic illustration, do keep in mind to keep a ratio of 2:1 whereby the castle illustration is the main focus. Red or white versions of bricks illustrations are both acceptable when placed together with the picnic illustration. However when placed side by side, the length of each brick should be the same as each other regardless of the colour. Red Bricks Illustration: Example 2: 2 1 2 Example 3: White Bricks Illustration: x 20 1

SUPPORTING GRAPHICS WITH LOGO When using picnic illustration to go with logo, only the red version of the logo is accepted. On top of that, the picnic illustration must be of opacity 10-15% to allow our logo to stand out. As for the white bricks illustration, only the red version of our logo goes with it. The maximum sizing of each brick in the bricks illustration is the height of the circles in the logo. As for the red bricks illustration, only the white version of the logo goes with it. The red bricks illustration should be 50% opacity. The background colour of the design will then be our corporate colour Pantone 7621C. For more colour information, please refer to Page 7. Example: Example: Example: Example: x 21

TYPEFACES Balmoral Bakery has 3 different types of typography. Androgyne Regular is used for headers for designs. It should be styled in a way that the first letter of every first word should be capitalized. Do keep in mind that under official documents, Akidenz-Grotesk Next should be used instead. Should Androgyne Regular by unavailable, the alternative will be Akzidenz-Grotesk Next with the similar approach. Akzidenz-Grotesk Next Medium should always be meant for the word “Bakery”. It should always be the only font that is medium in the whole design if possible. Should Akzidenz-Grotesk Next Medium be unavailable, the next choice will be Helvetica Neue Medium. Akzidenz-Grotesk Next Regular should always be used for primary text, design & non corporate content to keep a consistent approach in our execution. Should Akzidenz-Grotesk Next Regular be unavailable, the next choice will be Helvetica Neue Regular. Minimum size for typeface for screen: 10pt Minimum size for typeface for print: 9pt Headers For Design Primary Font Androgyne Akzidenz-Grotesk Next Medium ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 1234567890 Akzidenz-Grotesk Next Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 1234567890 22

PHOTOGRAPHY Balmoral Bakery follows a flexible photography direction. Photos are preferably edited in a way that it is slightly warm tone and bright and composed with little subjects. Below are some examples: 23

APPLICATIONS Our applications should always be clean with the usage of our colours. Supporting graphics are greatly encouraged to be used in designs. Please refer to Page 20 for Supporting Graphics Usage information. In cases that supporting graphics are used, please do not use any other colours not in our colour scheme. For Colour Application information, please refer to Page 10. CORPORATE STATIONARY - NAMECARD 54mm 15.2mm 7.3mm 40.1mm 31.5mm 90mm 11.9mm Info Area: Name Job Title Handphone No. Email 40mm Address Office Number Website 7.3mm 24

APPLICATIONS - SHOPFRONT The entire shop is designed to bring our brand experience to its potential. It consist of a bakery cafe idea for customers to look at our pastry chefs in action through the glass. They can also buy pasteries placed on bread displays or in baskets and even have beverages at our bakery cafe. Our shop is designed with our supporting graphics in mind. Picnic illustrations are decorated across the walls with the bricks illustrations as support for the bread display. Checkered tables will be used to further emphasis on the casual royalty feel as well as maple wood surfaces for our tables and chairs. 31

DOS & DON’TS Do not in any way change any thing of the brandmark except the dimensions proportionately. Our brandmark is a representation of ourselves and we would want to keep it clear. Do not in any way edit any elements of the brandmark. Do not change the colour of the brandmark. Do not in any way transform the brandmark besides proportionally. That means no shearing, reflecting or rotating. Do not put the brandmark on top of a background with the similar colour. Do not place brandmark within with a border or with a border, and also not on a complex background. Only solid colours are allowed for the background. Do not place brandmark within a border. Do not place brandmark within a border with the background. 35

Do not put our brandmark in a shape other than circle or rectangle. Do not alternate our colour schemes with black. Use our corporate colour with our white brandmark. Put our brandmark in a circle and following our logo placement guidelines. This similar approach is also acceptable with with our red logo together with white background. Do not place our brandmark on a dark background. Do not put our brandmark in a shape other than circle or rectangle. Place our brandmark on a light background. 36

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