l i ttl e lu c ca d n a b r
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table of contents 5
int r oduc tion
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br and map
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br and ele me nt s
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al te r nate logos
15
logo sizes
17
exclusion zone
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color s
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t y pogr aphy
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pr oduc t s
27
s t ationar y
Little Lucca: Brand Guidelines
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Introducing Little Lucca Project Summary: Little Lucca is a family owned and operated sandwich shop that has become very popular for their amazing sandwiches. This store has a unique environment, the building is what appears to be an old little house with a wood fence around it. Little Lucca has absolutely no marketing or branding, not even a paper menu to take home or anything personalized like bags or the paper used to wrap the sandwiches. But scattered around inside are some vintage items: a 7up sign, a Pabst poster framed from the early 1900’s, a Dr. Pepper clock from the 60’s and outside a little blue refrigerator from the 50’s. Because of the total lack of theme, these objects really stood out as a very subtle, underlying theme. Audience Profile: Little Lucca has a wide encompassing demographic, their sandwiches attract people of all ages. Their usual customer are middle class people who come to pick up lunch but do not always stay to eat. With added elements to create a more inviting and eclectic environment they will make themselves more of a restaurant and a desitination, an environment people want to stay and travel farther distances to.
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intimate . eclectic . friendly . retro . homegrown . family . cozy . natural . mom and pop Perception/Tone/Guidelines: The feeling of Little Lucca will have a very family owned mood. Their current cheaply printed white menu will be replaced with two large chalkboards with hand drawn lettering for their sandwich board menu and have quirky vintage pieces like retro, colorful tables and old family photos on the wall etc. Their patio will be madeover to feel like a old time backyard with potted trees and raised flowerbeds. The patio is an important part of creating the comfortable environment, the goal is to create an environment like grandma’s backyard which will give the patrons a relaxing environment in which to enjoy their lunch. The quirkiness of the old building and vintage pieces inside will be played up, landscaping will be added to give the feeling of being a cute little home with a garden. Communication Strategy: I would like to give Little Lucca added marketing by having printed menus which customers could take home or read while waiting in line. Having something tactile like this which they could keep will keep them coming back. Three essential elements of branding which this shop will benefit from are personalized paper bags for sandwiches which would be stamped
with the logo, a sticker which secures the paper wrapping of the sandwich with the logo, as well as a paper menu which guess could read while waiting in line or be placed in every to go bag with store hours and phone number for patrons to keep at home. Store policies would be incorporated on the menus and could advertise services such as phone orders or the $10.00 credit card minimum. Competitive Positioning: There are a lot of specialty sandwich shops out there, the competitive edge of Little Luca is the homey environment. Many of the popular sandwich shops in the area are located inside delis with no seating, store front shops which do not have inside seating or have limited space. Little Lucca, although there is no space to sit inside, has a lovely patio area which never fills up and is a nice place to enjoy a sandwich in the sun. Since the patio area is their competitive edge, it needs to feel more homey and enjoyable. Currently, it is uninviting and does not encourage leisurely conversation and is just a place to eat in a hurry and leave. Adding plants and flowerbeds would create a homelike environment where the customer could leisurely enjoy eating a sandwich and hang out for a bit with their friends.
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Brand Map This illustration of the anatomy of a sandwich represents the important aspects of brand, perception, experience which together project the image of Little Lucca as a whole.
BR A
ND
SYMBOLS sandwiches deli banner
Italian motifs small house
LOGO PERCEPTION family owned cozy
casual patio
lunch
PRODUCT special sauce fresh meats
dutch crunch waxed paper
NAME Italian deli
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brand elements
little
The Little Lucca logo is a clear representation of our brand. Its hand drawn lettering and ribbon give the feeling of hand painted lettering commonly seen in family owned businesses of the 1900’s. It is homey, inviting and reminscent of Italian deli motifs.
sandwich shop
The Master: Stacked Logo “Little Lucca” dominates the logo, sitting one on top of the other with the ribbon running through the center. In larger versions, “sandwich shop” runs along the banner; and in smaller versions the banner is plain and set only in black and white.
LUCCA
Our logo uses Panton ____ and Key Black tinted to 90 percent. For use in any document or any place this logo will digitally appear must be taken from the original vector image. It is to always be bottom-weighted.
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LUCCA
little
little
LUCCA
little
LUCCA little
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sandwich shop
sandwich shop
alternate logos
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LUCCA
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little LUCCA
When our logo differs from the master, we incorporate our secondary brand color Pantone 1345 EC. We simplify the typography and apply the LIttle Lucca text to the banner. Alternate: Linear Logo Application The linear logo is only to be used in large and medium formats since larger formats show off the greater detail in the banner. This logo version is used for product applications such as on T-shirts as well as the sticker used to seal sandwich wrappings.
little sandwich shop
Alternate: Pantone 1345 EC This logo takes advantage of an alterative color scheme which includes the Pantone 1345 EC. When using this color it is mandatory that it is paired only with our brand’s primary color, Pantone 179 PC.
LUCCA
little LUCCA little
little LUCCA
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littl e l uc c a
little
LUCCA
sandwich shop
LUCCA
little LUCCA
little littl e l uc c a
LUCCA
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little
little
sandwich shop
sandwich shop
LUCCA
LUCCA little
master
LUCCA
3 x 3 inches
1 x 1 inch
little
logo sizes
sandwich shop
The images on the left represent the printed sizes the logos are to appear. Each represent the small, medium and large formats for the logo.
little sandwich shop
littl e
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little LLU CUC AC C A L U C C A sandwich shop
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little 0.5 L U CxC 0.5 A inches
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LUCCA L Ualternates CCA 3 x 0.75 inches
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LUCCA little LUCCA little
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l iLtUtClCe A LUCCA
little Ll iUtCtClAe
LUCCA l ucca
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little
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exclusion zone
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little LUCCA x inches
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9x inches The logo is to always be proportioned with the bottom of the space being heavier than the top. It is a 1:2 ratio as shown here: 0.25 inches border on the top and 0.5 inches for a heavier bottomweight. This allows the logo to never feel crowded and compliments the large leading used in the typography of the logo.
l i t t l elLiUtCtClAe
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The logo is soley to appear against a white background. This is to ensure contrast and readability as well as giving the logo an airy and floating appearance for the banner. 3x inches
sandwich shop
LUCCA
sandwich shop
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L U C sCaAn d w i c h
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colors
primary Pantone Process Black EC C: 0 M: 0 Y: 0 K: 100
Pantone Process Black, Pantone 179 PC and Paper White are Little Lucca’s primary colors. These in addition to the secondary color Pantone 1345 EC are to be exclusively used in the logo. Process Black and Paper White are to be used mainly in the medium and small formats of both the stacked and linear logo. Panone 179 PC is to be used with Process Black for the ribbon banner in the master logo as well as in the secondary logo with Pantone 1345.
Pantone 179 PC C: 0 M: 76 Y: 73 K: 0
These combinations are not be recombined without the given consent of the design team nor are they to be used alone for any reason. Paper White C: 0 M: 0 Y: 0 K: 0
secondary Pantone 1345 EC C: 3 M: 9 Y: 18 K: 0
Little Lucca: Brand Guidelines
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typography Belta Light and Regular are only to be used in the “LIttle Lucca” brand name. All other digital print must be in Gill Sans Light, including menu items or any other printed media.
belta Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghiijklmnopqrstuvwxyz 1234567890
Belta typeface must be used extremely cautiously to preserve brand integrity. Use must be approved by the design team only.
Gill Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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little
little
Products
sandwich shop
LUCCA
sandwich shop
LUCCA
ca littl e l uc
little LUCCA
These are the guidelines for logo placement on product. The main logo is to be used on official merchandise as well as take home bags. The secondary logo is to be used for employee uniforms as well as the sandwich sticker used to seal sandwiches.
little LUCCA
little LUCCA
little hop sandwich s
LUCCA
little hop sandwich s
LUCCA
LUCCA
Little Lucca: Brand Guidelines
hop sandwich s
ucca littl e l
little LUCCA little
little LUCCA
little LUCCA
little LUCCA hop sandwich s
ucca littl e l
little LUCCA little LUCCA
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littl e l uc c a
merchandise
employee uniform
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little sandwich shop
LUCCA
LUCCA
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little little LUCCA LUCCA little
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little LUCCA
Little Lucca: Brand Guidelines
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little sandwich shop
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stationary little sandwich shop
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LUCCA 724 El Camino Real S. San Francisco, CA 94080
little LUCCA
little LUCCA
sandwich shop
LUCCA May 9, 2012
little
littl e l uc c a
Dear Sir, Lorem ipsum dolor sit amet, consectetur adipiscing elit, set eiusmod tempor incidunt et labore et dolore magna aliquam. Ut enim ad minim veniam, quis nostrud exerc. Irure dolor in reprehend incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse molestaie cillum. Tia non ob ea soluad incom dereud facilis est er expedit distinct. Nam liber te conscient to factor tum poen legum odioque civiuda et tam. Neque pecun modut est neque nonor et imper ned libidig met, consectetur adipiscing elit, sed ut labore et dolore magna aliquam is nostrud exercitation ullam mmodo consequet. At vver eos et accusam dignissum qui blandit est praesent. Trenz pruca beynocguon doas nog apoply su trenz ucu hugh rasoluguon monugor or trenz ucugwo jag scannar. Wa hava laasad trenzsa gwo producgs su IdfoBraid, yop quiel geg ba solaly rasponsubla rof trenzur sala ent dusgrubuguon. Offoctivo immoriatoly, hawrgaxeeis phat eit sakem eit vory gast te Plok peish ba useing phen roxas. Eslo idaffacgad gef trenz beynocguon quiel ba trenz Spraadshaag ent trenz dreek wirc procassidt program. Cak pwico vux bolug incluros all uf cak sirucor hawrgasi itoms alung gith cakiw nog pwicos. Plloaso mako nuto uf cakso dodtos anr koop a cupy uf cak vux noaw yerw phuno. Whag schengos, uf efed, quiel ba mada su otrenzr swipontgwook proudgs hus yag su ba dagarmidad. Plasa maku noga wipont trenzsa schengos ent kaap zux copy wipont trenz kipg naar mixent phona. Sincerely yours,
LUCCA little LUCCA
little LUCCA
724 EL CAMINO REAL SOUTH SAN FRANCISCO, CA 94080
Jane Smith sandwich artist
Jane Smith
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