Brand Standards
General Referencing the Brand Name Pazzo’s should always reference itself with the restaurant’s branch name attached as a suffix. For instance, it is not Pazzo’s it is Pazzo’s Cucina Italiana. If, in a single paragraph or article, the Pazzo’s brand is mentioned with the suffix included already there is no need to include the suffix again.
Grammatical Style Oxford Commas The Pazzo’s brand uses Oxford commas always in sentence structures.
Pazzo’s at 311 Logo
Identity Usage All of Pazzo’s logos should be used in accordance to their locations by suffix as shown to the right. In some cases there are multiple Pazzo’s brands within one location. For instance Pazzo’s Bar & Grill is in the same location as Pazzo’s Cucina Italiana. These two locations should be addressed separately, regardless of physical location.
Breaking Up the Logo The Pazzo’s logo can be used by itself, without a specific location referred, only in the context of discussing the Pazzo’s umbrella organization.
Pazzo’s Cucina Italiana Logo
Logo Orientations There is only one orientation for the Pazzo’s logo. Samples are shown to the right.
Pazzo’s Bar & Grill Logo
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Pazzo’s Brand Standards
Brown
Colors CMYK Brown: 56/70/77/77
CMYK
RGB Brown: 45/27/15
RGB
Web Brown: #2D1B0F
Web
Rich Black 75/67/67/90
Black
Rich Black
k=100
Gray k=83
Black
White 0/0/0/0 Gray
White
Pazzo’s Brand Standards
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Typography Headlines Snell Roundhand Black Script ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Headlines/Subheads Snell Roundhand Bold Script ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Apollo MT (Small Caps and Old Style Figures) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Bold/Italics
Stone Background Sample
Apollo Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Apollo Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Body Copy Apollo Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
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Pazzo’s Brand Standards
Support Graphics Stone A stone background is frequently used prominently in Pazzo’s materials. It is used on the covers of all menus as well as the interiors of to-go menus. This background should always be used behind charcoal rendered images of building fronts. A sample of a charcoal building image is shown below.
Imagery Restaurant Photography Treatments Interior restaurant shots should be housed within boarders that overlay transparent strokes, within organic shaped boxes. This will help evoke the elegance of both the photos and the restaurant itself.
Restaurant Photo Treatment Sample
Strokes All strokes for Pazzo’s materials have a gradient feather on both ends. They should blend no more than 10-15 percent of the overall length of the line. A sample is shown below.
Overall Look & Feel Pazzo’s brand treatments to supporting graphics or messaging should be elegant. Lots of photos of food and the interior design of the restaurant should be used.
Charcoal Building Treatment Sample
Stroke Sample
Pazzo’s Brand Standards
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