Brand Standards
Grammatical Style Oxford Commas
The Asiana brand uses Oxford commas in sentence structures.
Identity Usage
Asiana Pink Logotype
The Asiana logotype is used in a few different colors. On white it should be used in the pink. Purple is always used to display the logo when on a background.
Logo Orientations There is only one orientation of the Asiana logotype. Samples can be seen to the right.
Asiana Logotype on Background
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Asiana Brand Standards
Purple
Pink
Teal
Brown
Colors CMYK
Purple: 55/100/29/5 Pink: 18/70/55/4 Teal: 76/0/75/0 Brown: 56/100/100/18
RGB Purple: 122/33/101 Pink: 197/103/100 Teal: 35/181/115 Brown: 119/38/41
Web Purple: #570F45 Pink: #A24644 Teal: #2B9950 Brown: #521114
Rich Black
CMYK
RGB
Web
Rich Black
Black
Gray
White
75/67/67/90
Black k=100
Gray k=83
White 0/0/0/0
Asiana Brand Standards
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Typography
Headlines/Subheads Optima Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Bold/Italics Bougan Book SSi Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Optima Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Asiana Background Sample
Body Copy Bougan Book SSi Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Support Graphics Backgrounds
The primary background used for the Asiana brand is shown to the right. The floral pattern to the right can be used to provide an added graphic treatment to a design as well.
Asiana Floral Pattern Sample
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Asiana Brand Standards
Support Graphics Call-Out Treatments
Menu items are always featured on a floral patterned background. A sample of this is shown to the lower right. This is used to draw attention to the area food photography is featured.
Food Photography
Food shots are always silhouetted, and in cases where there are plates, those plates are silhouetted as well. See the sample to the right.
Special Offers
Special offers for Asiana are displayed in the manner seen to the right. Using this approach will ensure that any special offers stand out from the rest of the offerings Asiana promotes.
Overall Look & Feel
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Asiana Special Offers Treatment Sample
Asiana’s brand identity can be characterized as clean, organic, and soft. The visual techniques outlined in this manual help to communicate this concept to the audience before and after they dine.
Asiana Call-Out and Food Photography Treatment Sample
Asiana Brand Standards
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