Flavorin motion.
A bright distribution brand that turns product variety, fast movement, and the anticipation of something delicious into a recognizable visual system.
Primary seal / YUM CyanJoy, delivered.
YUM begins with the initials of the company’s three founding brothers—Y, U, and M—forming a name that naturally speaks to appetite. The identity turns that family story into an energetic food-distribution system: personal at its center, memorable on the shelf, and dependable in motion.
Delight
Every touchpoint should carry the anticipation of discovering a new favorite.
Variety
The system welcomes many flavors and product families without losing the YUM signature.
Momentum
Color and composition move forward, echoing a distributor that keeps shelves supplied.
Reliability
Behind the playful surface is a clear, organized partner built for repeat business.
Brand promiseMake every delivery feel like something good just arrived.
Three initials. One delicious signature.
The mark is conceived as a cake seen from above: a circular form topped by a custom cursive YUM, drawn to feel like piped icing. Those letters are also the initials of the three founding brothers, giving the seal a story that is both personal and immediately relevant to food.
192px128px72px40pxCyan leads. Flavor follows.
YUM Cyan is the constant. The flavor palette expands around it to organize assortments, campaigns, and seasonal stories.
#0cd8f5#fffaf3#182745#ff5c9d#ffd84d#ff8a3d#8367f7#70e7c4Expressive up front. Organized underneath.
The bespoke script turns YUM into a line of piped icing: expressive, appetizing, and unmistakably human. A clean geometric sans provides the operational counterpoint, keeping product lists, delivery details, and account communication quick to scan.
Fresh finds.
Fast routes.
Full shelves.
Color arrives like light through candy.
Gradient imagery begins from a tight source and blooms outward. It should feel luminous, airy, and appetizing—not synthetic or neon.
A grid built like a delivery route.
Information moves from source to destination. Labels stay fixed and dependable while flavor fields can expand across the open space.
Simple symbols for a busy day.
Operational iconography uses open, rounded lines. Color identifies the category; the icon identifies the action.
Built to move from carton to counter.
The identity stays recognizable across practical distribution materials and energetic customer-facing moments.
inside.NYC / ROUTE 04
MIX 01Sweetfinds.
Fresh finds. Fast routes.Warm on the shelf. Sharp behind the scenes.
YUM sounds like an upbeat partner who knows the assortment, knows the route, and gets to the useful information quickly.
Campaign lineA little more wow on every shelf.
Lead with what is available, useful, new, or ready to move.
Use energetic verbs and short lines that feel easy to repeat.
Let product names and flavors carry the most expressive language.
Juvenile copy that makes the business feel less dependable.
Corporate distribution jargon when a clear phrase is available.
Overpromising availability, delivery windows, or product range.
Keep the signal deliciously clear.
Color can be generous without becoming chaotic. These rules preserve the balance between appetite and operational confidence.
- Use cyan as the unmistakable master-brand signal.
- Build gradient fields from two or three approved flavor colors.
- Keep operational information structured and easy to scan.
- Give the circular seal enough space to remain bold and legible.
- Do not place the seal over a gradient with weak contrast.
- Do not use every flavor color in one small application.
- Do not stretch, redraw, outline, or typeset the signature.
- Do not let playful imagery obscure delivery or account information.