P 001 SECT A
Brand Guidelines
SECTION A / basic principles
P 002 SECT A
Extraterrestrial Desserts The design concept defines “ET� as an abbreviation of extraterrestrial. Many space-related themes are found throughout the identity, such as graphics and item names. To add a narrative, the collaterals are designed like an astronaut’s log book of aliens, creating a casual yet quirky feel to the cafe.
P 005 SECT A
Logo Signature CONCEPTION CONFIGURATION MINIMUM SIZE
SECTION A / basic principles
P 006 SECT A
LOGO CONCEPT & SIGNATURE COLORS
The logo is based on the idea of eating, depicted by the “e� that is shaped like a mouth. The shapes are an unusual mix of sharp and rounded to give it an alien quality. The solid logo should be black on light backgrounds, and white on dark backgrounds. A gradient logo can be used only on media that cannot be print finished with a holographic foil effect. Likewise, the gradient logo should have a black descriptor on light backgrounds, and a white descriptor on dark backgrounds.
(It also works without the descriptor.)
P 012 SECT A
CONFIGURATION
A well-proportioned logo is a harmonious logo. In the following page, the ET logo is dissected to show how various lengths and angles complement each other, creating balance and visual aesthetic.
x
x
e
30% e 200% x 12.5% e
P 014 SECT A
CLEAR SPACE
Always leave enough space around the logo without other text and graphics. For both forms of the logo (with descriptor and without), the minimum clear space is defined by the distance of x.
P 016 SECT A
MINIMUM SIZE
To prevent loss of readability, the logo without descriptor must never be smaller than 2cm in width. The logo with descriptor must never be smaller than 2.5cm in width.
P 017 SECT A
Graphic Elements COLOR TYPOGRAPHY KEY GRAPHICS
SECTION A / basic principles
P 020 SECT A
COLOR CONFIGURATION
The corporate color palette consists of a range of bright colors. Though some are more vibrant than others, they work together to communicate the brand of ET as a fun and otherworldly dessert cafe.
GALAXY BLUE
SPACESHIP GREY
C:100 M:94 Y:11 K:2
C:22 M:18 Y:18 K:0
r:41 g:55 b:137
r:199 g:198 b:197
#2a3789
#c7c6c5
CUPCAKE PINK
ALIEN TURQUOISE
C:0 M:59 Y:0 K:0
C:31 M:0 Y:10 K:0
r:255 g:134 b:194
r:163 g:239 b:239
#ff86c2
#a3efef
BUTTERCREAM YELLOW
CARAMEL ORANGE
C:3 M:0 Y:42 K:0
C:0 M:35 Y:36 K:0
r:252 g:255 b:167
r:255 g:182 b:153
#2a3789
#ffb699
P 022 SECT A
TYPOGRAPHY
The typography style uses a monotype font combined with scribbles and highlights to look like confidential space logs. Some texts may be styled to be floating to give the illusion of anti-gravity, adding a quirky, fun and casual feel to the overall visual identity.
all trac king : -5 0
ExtraTerrestrials
HEADING
MAAX MONO REGULAR
SUBHEAD
What are they doing on earth? To eat desserts, of course. MAAX MONO BOLD
BODY COPY
Apparently, humans make the best desserts in the galaxy. That’s why our planetary neighbors visit us, and some even become dessert chefs, and open dessert cafes in Indonesia. MAAX MONO REGULAR
P 024 SECT A
KEY GRAPHICS
The key graphics feature fun and quirky monotonous drawings that combine the concepts of dessert and space. To imitate the look of hand-drawing, the line weights vary, as if it is drawn using a sharpie.
P 031 SECT B
Application STATIONERY SETS
SECTION B / graphical application
STATIONERY SET A
Dear Mr. Alien,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim
Regards,
Yuri Gargarin
raya sukomanunggal jaya bb-33 surabaya 60116
+62 817 032 78363 mail@etdesserts.com
etdesserts.com