Brand Standards
General
Referencing Brand Name A La Carte Restaurant Marketing should always reference itself as A La Carte Restaurant Marketing when mentioned in body copy. The only time it is OK to use A La Carte only in body copy is when A La Carte Restaurant Marketing has been used previously in the same visual space.
A La Carte Restaurant Marketing Vertical Logo
Grammatical Style Oxford Commas
The A La Carte Restaurant Marketing brand uses Oxford commas in sentence structures.
Accent Usage The A La Carte Restaurant Marketing brand should only use an accent in the logo itself. The accent should not be used in body copy at all.
A La Carte Restaurant Marketing Horizontal Logo
Identity Usage
All orientations of the A La Carte Restaurant Marketing logo can be used at the designers discretion. See A La Carte logos to the right.
Breaking Up the Logo The alpha glyph with the A La Carte copy within the circle can be used as a graphic element separately from the Restaurant Marketing copy, however, it must be visible on the same palette, page, or screen together (within reasonable visual range) with the full logo present. The alpha glyph can be separated from the copy Restaurant Marketing, however, Restaurant Marketing cannot be featured without the alpha glyph along with it.
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A La Carte Restaurant Marketing Brand Standards
Colors Pantone
Red
Pantone
Red: 1795 C
CMYK
CMYK
Red: 0/87/91/0
RGB
RGB
Red: 240/73/47
Web Red: #F0492F
#F0492F
Rich Black 75/67/67/90
Rich Black
Black k=100
Gray
Black
k=83
White 0/0/0/0
Gray
White
A La Carte Restaurant Marketing Brand Standards
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Typography General
White type on a colored background should not have drop shadows applied. However, when white type is applied to a gradient or colored background, a red drop shadow should be used.
Headlines FG Jasmine2 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Headlines/Subheads
Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Bold/Italics Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Gotham Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Gotham Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Body Copy Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
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A La Carte Restaurant Marketing Brand Standards
Support Graphics
Menu Photography Treatments Menus should always have a very subtle gradient beneath them as if they are on a reflective surface.
Menu Gallery Backgrounds Where there are menus displayed by A La Carte Restaurant Marketing a solid background should always be used behind the menus.
Call-Outs Call-outs are treated like the example below boxes with rounded corners and medium thick strokes with a very light drop shadow describe these elements the best.
Supporting Imagery Supporting imagery for the A La Carte Restaurant Marketing brand generally incorporates an element of both money and dining together. This shows the viewer the cost effective focus that A La Carte will ultimately bring to the table. A sample is shown to the right. A La Carte also utilizes chef imagery when the inclusion of a human element is needed in a marketing piece. A sample is shown to the right.
Menu Treatment Support Imagery
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In-House Services:
Spiral Cover Options Red Call-Out Box
⎷ Creative Design ⎷ Menu Engineering ⎷ Brand Development ⎷ Campaign Management ⎷ Web Development ⎷ Targeted Marketing ⎷ Photography & Food Styling ⎷ Digital/Offset Printing ⎷ Large Format Printing …And much more.
Spiral Cover Options White Call-Out Box
A La Carte Restaurant Marketing Brand Standards
Chef Support Imagery
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Strokes A La Carte Restaurant Marketing strokes have a rounded cap on the ends. A sample of this is shown to the right.
Overall Look & Feel
Stroke Sample
Overall, treatments to supporting graphics or messaging should take into account the qualities of the logo itself. Incorporating solid circles to mimic the Alpha Glyph is always a good idea. Introducing organic, scripted, or hand drawn elements can also help tie in support graphics to the A La Carte logotype.
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A La Carte Restaurant Marketing Brand Standards