Hello dear team,
Welcome to our style guide for MILK.
All elements described here are located on the Dataserver/Corporate/… in their current form. Please use this source for your layouts and check here if you have any questions about how to use the individual brand elements.
INTRODUCTION
Freedom & Vibrancy
We want to encourage a free approach to the elements. However, please stay within the limits of the framework. This means that our appearance may vary in terms of external form, but the character of the brand and the elements (fonts, logos, illustrations, etc.) remain stable. See these brand elements as your ingredients. You are in the kitchen and mix the ingredients for your individual dish on your own.
Maximum freedom within our framework.
Please never change these elements without consultation and approval. Through the consistent use of these elements in the right dosage, we create our uniform brand image in all media (online & offline).
The Design Update 2024 (V5) is our first update after the major redesign in 2021. The aim of the update was to give our appearance a more “human touch”.
VIBRANCY
VIBRANCY
VIBRANCY
VIBRANCY
VIBRANCY
VIBRANCY
VIBRANCY
We encourage and whet the appetite for the future.
The new courage to embrace imperfection strengthens our innovative side, because as an “Innovation Playground” we must not be too strict and perfect. Wherever we start with our customers in the Innovation Lab, mistakes are the order of the day. Wild new territory is only entered by those who have the courage to make mistakes. Those who do this feel alive and our brand should also embody this.
With heart and mind.
We encourage and whet the appetite for the future. This future is no longer so easy to predict today because it appears complex in a globalized market economy. In addition, communication (via social media, email & Teams calls compared to the past) with our customers and their target groups is becoming ever faster. This “game” requires agile, lively partners like us.
Designing is like cooking.
Nowhere is this comparison more apt than in our particular agency case. We are the agency for the F&B industry and were founded out of a passion for food.
No other agency in the German-speaking (perhaps European) world has an agency magazine like ours: Packed with food & design, specially created and creatively flavored. The following diagrams show what we have in common with chefs.
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More Information
Finding the balance.
Since our foundation, we have been caught between the creative chaos and scientific rigor – between the ingenious design and the technically correct final artwork or production. The trick is to find a balance. Like every exciting character, we have this field of tension that makes us vibrant (vibrant) makes us vibrant.
OUR INGREDIENTS
These are our fixed elements that must not be changed.
Trademark
Our logo has remained unchanged since our major design upgrade in 2021. Wrong! If you looked closely, you could see the movement in the logo. The dot behind the logo is not a dot, but a milk blob. This moves like a liquid that is constantly in motion. Just like the market for which we are allowed to design every day. Take a look at the mega menu (“sandwich”) at the top right of our website. When you mouse over the logo, you can clearly see what is happening in detail in our logo.
Logo – static but not static
Claim
Logo with subline horizontal
Logo with subline vertical
Logo (“hacked“)
You can always find the released individual forms of the logo on Dataserver/Corporate/Logo/…
We can expand this database of logo “hacks” together (seasonal, event-related, specials, etc.). Please always ask for official inclusion in the style guide and coordination with Andreas or the respective owner of the special CI/brand role.
This is most fun in an animation because the dynamics are more tangible there.
Visual language (photography)
The visual language for editorial images from everyday agency work is (in the vast majority of cases) characterized by Sebastian Heindorff. It provides a consistent look for agency life over the years. Be it at an event, in a workshop or in everyday life on the side.
We also place all of Basti’s shooting pictures in the Corporate/… folder on the data server. Use the images and when publishing them, make sure to ask the people depicted for their consent.
NEW “Merchant Copy” THERMO-PRINT-FONT
This new font replaces our previous tertiary font (handwriting) and will be introduced gradually. It is more specialized in use and we ask that it only be used in the forms shown: Large on a food macro (as if the food were packaged and had a thermal printer on the “skin” or its transparent film) or small as label text for images that require an explanation.
Great application as a print:
Small application for the award:
Infographic
For services that require explanation, we use simple animations and infographics.
Fonts (“hacking“)
In addition to our logo, we also like to “hack” fonts. This means they get a handmade underline, are outlined, etc. These so-called sketches & scribbles come from a database that is also stored on the server in a coordinated and approved manner. Use this pool, it has proven its worth. If you want to “hack” fonts online (i.e. in the WordPress backend), use this great page with the codes for the CSS classes and take a look at the general instructions and documentation.
Food macro
Our macro database is constantly growing. Please always use the released images from the server (Corporate/…). Because they meet our aesthetic expectations and have proven themselves in use.
Illustrations(human touch)
Our home-made illustrations are the icing on the cake in our CI style guide. Their use must be carefully considered and should only be seen as a supplement.
Icons (computer generated)
We use these icons on the website or in presentations, as a balance to the lively, illustrative “chaos” to calm things down. This look is particularly good for the buttons to maintain a balance between emotion and rationality.
APPLICATION
Our website “lives” and is constantly evolving within the boundaries of the framework.
Design grid
We like the 3-column grid for 16:9 screen presentations and on DIN formats in print. The three equal columns can be filled with images of different heights.
However, the basic rule applies here: Freedom within the framework from the introductory text. You can choose free grids if it serves the purpose of communication in your particular case. Here you can see an example of this. Find your own grid or use the templates that have proved particularly successful.
Black & White
We use the contrast of black and white for the two service areas: Innovation Lab (Black) and Design Studio (White). This is an important orientation aid for the viewer and must be taken into account.
Social Media
Coming soon.
Office equipment
Website
Merch
In the meantime, we have accumulated a fine set of agency outfits. Some of these are available exclusively (internally) to our team. Others are also open to the public in the online store and available to anyone who likes to store at the interface of food and design.
Online store (Studio Banani)
Our Studio Banani online store is a beautiful channel for the works of art that are created around the day-to-day business. From poster artwork to socks! Everything has its place here. And the profits from all sales will be donated!
