BRAND tacos+ cerveza
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Table of Contents BRAND EQUITY
BRAND IDENTITY
PHILOSOPHY
LOGO
CHARACTER
COLORS TYPOGRAPHY
VOICE
ICONS MOTIFS PHOTOGRAPHY COMPOSITION
PHILOSOPHY We’re a taco truck of a few words, and that’s not just because everyone is stuffing their faces. Like any good company, we want our service and products to speak for themselves.
If they could speak for themselves, they would say, “Live your taco dreams!” How does one “live out their taco dreams” in today’s world? Especially when many of us have ideals and diets (we would like) to stick with. There just isn’t any options for an incredible healthy taco in the Southwest. And one that’s open ‘til 2am? Get out.
That’s why we’re awesome. Neon Cactus says you don’t ever have to compromise your health goals and environmental beliefs in the face of late night hunger. With our vegan and gluten free options, we have the healthiest mother-truckin’ tacos around.
WHAT MAKES US GREAT? golly
WE’RE GLAD YOU ASKED
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CHARACTER Who we are is because of you! We love our customers and strive to be the kind of taco truck you’re proud to introduce to your friends and community.
the Joker We don’t take ourselves that seriously. Life is short, you know. We like to see the silver lining to every cloud, and give a free side for every dropped taco.
the Secret Softy We might act all sarcastic but we really care about what we do, and who we do it for. We love hearing about people’s experiences at our truck, or just getting a simple share on Facebook. Oh, gosh, we’re blushing now.
the Gypsy We’re a rolling stone, and life is a highway. We believe our tacos are just too good to stay in one place, so we love to cater.
VOICE But if we’re gonna stereotype here, this is the kind of person we are. We’re unapologetic, funky, and fun. *Wink* Just like you!
We don’t talk down to anyone, unless
Smart Ass
they’re being dumb, but our customers usually aren’t. We’re here for a good time. Most importantly, we want you to have a good time too. We’re true to our core values, like healthy,
Authentic
good tacos and the finest imported beer. We want nothing but good vibes for our employees and customers, and we’re not sorry about loving what we do. Hey, we’re a kind of taco truck that
Practical
lives within our means. We don’t mind hand-me-downs, or an occasional coupon. That’s why we offer rewards through our app!
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S ALLO K C I R W
LOGO
Our logo embodies our fun attitude, and alludes to classic American food trucks. The restrictive line quality of neon brings our forms to life, and expands into our famous motifs.
tacos+ cerveza
COLORS
Lime
Burnt Rose
Our main colors are Lime, and Burnt Rose. They are chosen to vibrate against one another, and give a striking neon appearance without cheap Photoshop effects. Our other colors are supportive characters in the Neon Cactus brand. We also have two shades of gray to help with legibility on certain media.
TYPOGRAPHY
PROXIMA SOFT CONDENSED CONDENSED
Calafia
Lehigh Personal
Use Proxima Soft, Condensed, and Extra Condensed. Only in the weights Regular, Medium, Semi Bold, and Bold. Use Proxima Soft in uppercase for titles and phrases. For sub-headers, use all lowercase. Standard copy with Proxima Soft is only allowed in special brand cases, such as this guide. Calafia is a display typeface and should be handled as one. Do not set type in all uppercase. However, all lowercase is permitted. Calafia shines the best in titles and phases, supporting Proxima Soft. Lehigh Personal is for body copy strictly, and only appears in Regular weight. Never use uppercase only, but all lowercase is encouraged for deeper hierarchy!
ICONS The desert is full of motifs and cool stuff to look at. Neon Cactus is visually interesting and unique, and our icons reflect our whimsical personality.
Go hog wild!
Icons can be used at almost any point, and in any color. The only stipulation is the strokes remain thick, and of course, consistent. Use different icons with others for unique combinations and scenes.
MOTIFS Just like the icons, motifs can be any solid or color combination. Any icon and motif can appear together for a wide variety of visuals.
GLOW LINES (ROUND)
SPARKLES BADGES (CIRCLES + ARCS)
for tacos
HORIZON LINES + SEPARATORS (ROUND)
PHOTOGRAPHY An important part of our brand is that photography is a supportive character only in our compositions. Lower the opacity over any color in our palette, even the neutrals! Icons and our badges can be placed over photography for extra awesomeness.
COMPOSITION The only strict thing about Neon Cactus is the order of appearance of type and image. Very step is optional, but the order in which they appear is not.
GLOW LINES ICON PHRASE IN PROXIMA SOFT CALAFIA WITH LINES (CENTERED)
ADDITIONAL PHRASE IN PROXIMA SOFT
HEALTH Y
S TACO N’
THER-TRUCKI O M
DELICIOUS-NESS awaits
PY HOUR! HAP
LIVE YOUR TACO dreams
CUSTOMIZE NOW
$3 beer 5 -7pm everyday!