style guide 2016
Hi, I’m Chi Asian cookhouse. A chill place to hangout, with great drinks & no-fuss Asian food
convivial
smart casual
community
functional
colour pop
this is how we talk.
cheerful, merry, lively, festive, social, happy, groove(v), glad, excited, pleased, enjoy, vibe
what we say
Functional honest, simple, real, comfort, no-fuss, clean, steam, cookhouse, ease(v), easy, convenient, minimal
Community together, hang-out(v), engage(v), upbeat, collect(v), connected(v)
Smart Casual use of clean bold visuals, breathing space, conversational tone how we say it
key vocabulary
Convivial
Color Pop bold use of colors, contrast using complementing backgrounds
and this is our identity
colour palette
PRIMARY COLOURS
SECONDARY COLOURS
now, let’s swear by this font palette
Proxima Nova Light Proxima Nova Light Italic Proxima Nova Regular Proxima Nova Regular Italic Proxima Nova Semibold Proxima Nova Semibold Italic Proxima Nova Bold Proxima Nova Bold Italic Proxima Nova Extrabold Proxima Nova Extrabold Italic Proxima Nova Black Proxima Nova Black Italic
and play with these color combinations.
here are the ingredients for our graphic language.
Photographic
Graphic
Color blocked
BUT, here is the key ingredient to our language
now, lets talk print
menu
Proxima Nova Bold Size 24
Proxima Nova Regular Size 8
Proxima Nova Light Size 8
Proxima Nova Extrabold Proxima Nova Regular Size 10 Size 9 kerning +5
(graphic)
flyers/table top communication
creative size = 4.25 in by 6 in font sizes are subject to change as per the creative size yet maintaining the font hierarchy and proportion.
Graphic element must be off-centered
Proxima Nova Bold size 34 leading 28 title case right aligned
Rectangular strip to be used only when hierarchy needs to be defined Proxima Nova Regular size 10 uppercase right aligned Proxima Nova Regular minimum font size 9 leading 12 sentence case tracking -10 right aligned Proxima Nova Regular minimum font size 7 leading 9 left aligned placement: bottom of the page in a grey strip
do’s
Don’t centrally align the content.
Never use white text on a yellow background.
Never break away from the brand colours.
dont’s
(color blocked)
flyers/table top communication
(graphic)
advertisement
creative size = 6 in by 21.5 in font sizes are subject to change as per the creative size yet maintaining the font hierarchy and proportion.
Proxima Nova Bold left aligned size 42
Use the color blocked approach when communicating multiple elements
x
x
x
Proxima Nova Regular minimum font size 10
Logo placement: bottom left with x distance from the edges
do’s
(graphic - size option)
advertisement
creative size = 6 in by 8.4 in font sizes are subject to change as per the creative size yet maintaining the font hierarchy and proportion.
Proxima Nova Bold left aligned size 42 placement: always on top
Logo placement: bottom left with x distance from the edges
x
x
x
Proxima Nova Regular minimum font size 10
do’s
(photographic)
advertisement
and spread the word on social media
(graphic)
square post
creative size = 504 px by 504 px font sizes are subject to change as per the creative size yet maintaining the font hierarchy and proportion.
Proxima Nova Bold size 36 title case left aligned placement: top left (refer to the diagonal rule below)
Proxima Nova Regular size 20 uppercase left aligned placement: top left (refer to the diagonal rule below) Diagonal Rule Text
Logo
x
x
x
Logo placement: bottom right with x distance from the edges
do’s
Don’t place the logo on top.
Don’t place the headline/caption and the logo together.
dont’s
Don’t place the logo on top. Don’t centrally align the content or the logo.
Don’t place the logo on top. Don’t let the logo overpower the communication.
dont’s
(photographic)
square post
creative size = 504 px by 504 px font sizes are subject to change as per the creative size yet maintaining the font hierarchy and proportion.
Proxima Nova Bold size 46 title case left aligned tracking -10 leading 44 placement: top right (can change based on composition yet sticking to the dialgonal rule) Diagonal Rule Text
Text
Logo
x
Logo
x x
Logo placement: bottom right with x distance from the edges
do’s
Don’t use the caption in a singular line. Don’t centrally place or align the caption to the creative.
Don’t use any fonts other than the house font (Proxima Nova) .
dont’s
Don’t use colours that are not in the brand colour palette.
Don’t place the logo on the top.
dont’s
(photographic with text)
square post
Proxima Nova Bold size 24 creative size = 504 px by 504 px font sizes are subject to change as title case per the creative size yet maintaining left aligned the font hierarchy and proportion. tracking -10 placement: top right (can change based on composition yet sticking to the dialgonal rule) Proxima Nova Regular size 17 uppercase tracking +200 (can change based on character count) left aligned placement: top right - right under headline Rectangular strip to be used only when hierarchy needs to be defined Proxima Nova Regular size 15 sentence case left aligned tracking -10 leading 19 placement: top right - right under subheading Diagonal Rule Text
Text
Logo
x
Logo
x
x
Logo placement: bottom left with x distance from the edges This creative follows facebook’s 20% text rule
do’s
Don’t place the logo on top of the communication.
Don’t place the logo on top or in the same line as the communication.
dont’s
Don’t use colours that are not in the brand colour palette.
Don’t use colours for text that compromise its legibility against the background. E.g. Green text against yellow background (above)
dont’s
(photographic with text)
square post
variation of the color blocked approach has been used here
#CourtYardScenes
cover photo
color combination: green rice on teal base
color combination: green rice on teal base (option 2)
color combination: yellow rice on teal base
color combination: yellow rice on teal base (option 2)
color combination: yellow rice on dark greenbase
color combination: teal rice on lime green base
color combination: green rice on yellow base
color combination: teal rice on yellow base (option 2)
color combination: teal rice on yellow base
Logo placement: Proxima Nova Bold Always under the profile 48 (font size)/46 (leading) picture to avoid repetition OR 42(font size)/40 (leading) depending on length of caption tracking -10 title case left aligned placement: top left
Proxima Nova Regular size 17 uppercase left aligned placement: under headline
creative size = 851 px by 315 px font sizes are subject to change as per the creative size yet maintaining the font hierarchy and proportion.
do’s
Graphic can be placed on the right or left side of the cover photo. The position of the text moves accordingly.
do’s
Don’t use the logo with the same background colour as the the cover photo.
Don’t place the logo on the cover photo anywhere else but in the position that will go behind the profile picture.
dont’s
Don’t use the grey background in isolation. It should be used only when colour blocked with the other colours of the palette.
Don’t use borders or frames.
dont’s
(photographic)
newsletter/emailer
Size followed for newsletter formats is 600px wide.
(photographic+graphic)
newsletter/emailer
Size followed for newsletter formats is 600px wide.
(graphic)
newsletter/emailer
Size followed for newsletter formats is 600px wide.
Only for a newsletter/emailer the logo must be placed on the top center in a strip. Proxima Nova Bold Size 40 leading 38 kerning -10 left aligned Proxima Nova Regular Size 22 leading 25 kerning -10 left aligned Proxima Nova Bold Size 30 leading 28 kerning -10 left aligned Proxima Nova Regular Size 17 leading 19 kerning -10 left aligned
Size followed for newsletter formats is 600px wide. font sizes are subject to change as per the creative size yet maintaining the font hierarchy and proportion.
do’s
Don’t let the logo float on top. Only in a newsletter/emailer should the logo be placed on top, which should be inside a strip.
Don’t use fonts that are not part of the font palette.
Don’t use colours for the text that don’t stand out against the background colour. E.g. White on yelllow.
dont’s
point and shoot!
inspiration board
camera angles
BIRD’S EYE VIEW (for food shots)
HIGH VIEW (for food shots)
ANGULAR FRONT VIEW (exclusively for cocktail shots) SUBJECT
FRONT VIEW
LOW VIEW
WORM’S EYE VIEW
sample photographs
• Use the angles that have been recommended in the previous slide • Allow breathing space around the food • Food shots should ideally have a complementing patch of rice in the composition • The food must be clicked against a complementing background from the house color palette
do’s
No close-ups of the food. It should have enough space around it.
Do not chop out the rice out of the frame at odd angles.
dont’s
• Image to be clicked from an angular front view • Enough breathing space to be left around the cocktails
do’s
Do not click against background colours that are close to the colour of the subject.
Do not use rice in cocktail images.
dont’s
Cheers!