2
001
一
book 2
002
二
1 2 3 4 5
Table of Contents
book 2
Stationery 042
Graphic Elements 034
026 Brand typography
Brand logo 014
006 Brand colors
目 錄
003
三
004
四
Brand colors
1 1 br a nd col or s
品 牌 顏 色
005
五
Colors specs + usage T he m a i n color for t he
br a nd i s met a l l ic gold. T hou g h u sed spa r i n g ly,
it is t he pr i m a r y color t h at i s con sis tent t h rou g hout t he ent i re br a nd a nd for a l l t he res t au r a nt s. In order to create d is t i nc t ion bet ween t he fou r reg ion’s res t au r a nt s, a second a r y color fa m i ly i s a s si g ned to each reg ion; yel low s for Nor t h , cel adon s for E a s t, blues for Sout h , a nd red s for Wes t. T hese color s appea r i n t he res t au r a nt, on pr i nt pieces, a s wel l a s on pac k a g i n g. In or der to avoid bei n g overly f l a shy or over whel m i n g, 148 Foi l.G old s hou ld be u sed a s a n accent, not i n e xces s, a nd ne ver a s a sol id f lu s h of color. W hen met a l l ic gold foi l i s not av a i l a ble, it c a n be repl aced by t he 148 St a nd a rd.G old color. n
006
ĺ…
colors Pa ntone: S 18-2 C: 0
M: 30
Y: 100 K : 0
R : 253 G : 185 B: 19
148 St a nd a r d.G old
1 br a nd col or s
148 Foi l.G old
Pa ntone: S 12-1 C: 20
M: 40
Y: 100 K : 0
R : 208 G : 155 B: 44
007
七
148 Yel low.L ight
Pa ntone: S 18-2 C: 0
M: 30
Y: 100 K : 0
R : 253 G : 185 B: 19
148 Yel low.Mediu m
Pa ntone: S 22-1 C: 0
M: 40
Y: 100 K : 0
R : 250 G : 166 B: 26
148 Yel low.Da rk
Pa ntone: S 26-1 C: 10
M: 50
Y: 100 K : 0
R : 226 G : 143 B: 38
008
ĺ…Ť
colors Pa ntone: S 269-9 C: 25
M: 0
Y: 20
K : 15
R : 166 G : 198 B: 185
148 C el adon.Med iu m
1 br a nd col or s
148 C el adon.L ig ht
Pa ntone: S 269-7 C: 35
M: 0
Y: 30
K : 25
R : 131 G : 172 B: 15 4
148 C el adon.Da rk
Pa ntone: S 269-5 C: 50
M: 0
R : 94
G : 153 B: 132
Y: 40
K : 30
009
äš?
148 Blue.L ight
148 Blue.Mediu m
148 Blue.Da rk
Pa ntone: S 238-3 C: 80
M: 5
R : 0
G : 134 B: 159
C: 90
M: 5
R : 0
G : 129 B: 152
Y: 20
K : 30
Pa ntone: S 242-1 R : 0
ĺ?
K : 30
Pa ntone: S 238-2
C: 100 M: 0
010
Y: 15
Y: 20
G : 117 B: 140
K : 40
colors Pa ntone: S 78-1 C: 10
M: 100 Y: 100 K : 15
R : 189 G : 27
148 R ed.Med iu m
Pa ntone: S 83-1 C: 30
M: 100 Y: 100 K : 0
R : 184 G : 41
148 R ed.Da rk
B: 33
1 br a nd col or s
148 R ed.L ig ht
B: 47
Pa ntone: S 82-1 C: 20
M: 100 Y: 100 K : 30
R : 150 G : 23
B: 26
011
ĺ? 一
012
十 二
Brand Logo
2 2 br a nd l og o
品 牌 商 標
013
十 三
Logo specs + usage
T he n a me of t he br a nd comes f rom t he concept of one cou nt r y, four reg ion s, a nd eight t r ad it ion s of C h i nese c u isi ne. Moreover, accor d i n g to C h i nese s uper s t it ion , t he nu m ber 148 mea n s to be successful one’s entire life. Ma rk : T he
logo m a rk i s ba sed on a com bi n at ion of t r ad it ion a l C h i-
nese w i ndow s a nd a ncient C h i nese coi n s. T he w i ndow-l i ke desi g n represent s t he concept of t r a n spa renc y, of bei n g a ble to see c lea rly to t he ot her side.
, i n t he
s a me w ay, show s a nd cl a r i f ies t he v a r iou s k i nd s of C h i nese c u i si ne. T he m a rk m i m ic s t he sq u a re w it h i n a ci rcle desi g n of t he a ncient coi n s, a nd t he ci r c le s h ape i s represent at ive of t he C h i nese concept of wholenes s a nd completenes s. Ty pe: T he
logo t y pe i s ba sed on t he t y peface Gr idder i n t he wei g ht Off.
Sl i g ht a lter at ion s were m ade to t he t y pe u sed for t he logo i n or der to i mprove read a bi l it y a nd a l low for f le x i bi l it y i n a r a n ge of l a r ge a nd ver y sm a l l si zes. n
014
十 四
015
十 五
2 br a nd l og o
Logo
h D e c o ra t ive Win d ow s 016
十 六
裝飾窗
i Anc ie nt C hine s e C o ins
2 br a nd l og o
Logo
古 代 錢 幣
017
十 七
Brand Logo Logo Anatomy T he r u les for t he propor t ion s, color s, a nd loc k up of t he logo mu s t be ad hered to i n or der to m a i nt a i n con sis tenc y t h rou g hout t he br a nd element s. To create v a r i at ion , t he logo m a rk a nd logo t y pe c a n be u sed toget her or i nd iv idu a l ly. n 2x
10.5 x
2x
x 2x
018
ĺ? ĺ…Ť
2x
2x
Logo 2 br a nd l og o
L ogo Ma rk + Ty pe
L ogo Ma rk On ly
L ogo Ty pe On ly
019
十 九
Regional Restaurants’ Logos Logo Anatomy W hen reg ion a l d i f ferent i at ion s a re needed — for res t au r a nt menu s, si g n a ge, bu si nes s c a r d s, promot ion a l item s — t he
logo m a rk c a n be u sed i n conju nc t ion w it h
t he reg ion a l logot y pes of
Nor t h , Sout h , E a s t, a nd Wes t. L ogo propor-
t ion s for t he reg ion a l set of logo t y pes a re prov ided. n
2x 10.5 x
2x x 2x
2x 020
二 十
2x
021
二 十 一
2 br a nd l og o
Logo
Logo Don’ts what not to do A s a gener a l r u le, t he logos s hou ld not be a ltered a s t h at wou ld comprom ise t he s t a nd a r d a nd con sis tenc y of t he br a nd. C om mon m i s t a kes i nc lude a r r a n g i n g t he logo m a rk a nd t y pe i n u n approved lock ups, w a r pi n g t he logo, a nd u si n g u n approved color s. n
022
二 十 二
Logo
Do not u se u n approved
2 br a nd l og o
lock up
Do not wa r p logo
Do not u se u n approved color s for logo
023
二 十 三
024
二 十 四
Brand Typography
3 3 br a nd t y p ogr a ph y
品 牌 字 體
025
二 十 五
Gridder + Filosofia Roman Typefaces T he t wo R om a n t y pefaces u sed i n
a re Gr idder a nd Fi losof i a. Gr id-
der w a s selec ted for it s sq u a re s h ape a nd e ven ly spaced desi g n wh ic h ref lec t s C h i nese w r it i n g g r id s. T he sq u a re sh apes a lso ref lec t t he sq u a re center of t he logo m a rk . T he on ly wei g ht of t he Gr idder t y peface t h at is u sed i s Off, a nd it mu s t a lw ay s be i n a l l c aps. Gr idder i s to be u sed for head i n g s t it les on ly, not a s body copy. Gr idder te x t c a n be u sed bot h hor i zont a l ly a nd ver t ic a l ly. Fi losof i a, a moder n ser i fed t y peface, w a s c hosen for t he pr i m a r y R om a n body copy. T he m a ny wei g ht s of Fi losof i a m a ke t he t y peface ver s at i le a nd pr ac t ic a l. n
026
二 十 六
Fi losof i a
F IL OSOF I A B ook a bcdefg hjk l m nopq r s t u v w x y z A BCDEF GHJK L MNOPQR ST U V W X Y Z 12 34567890-=[ ]\;’./ !@ #$%^&*( )_+{ }|:”<>?
Typography
GRIDDER OFF ABCDEFGHJKLMNOPQRSTUVWXYZ 1234567890-=[]\;’./ !@#$%&*() _ +{}|:”<>?
3 br a nd t y p ogr a ph y
Gr idder O f f
F IL OSOF I A Bold a bcdefg hjk l m nopq r st uv w x y z A BCDE FGH JK L MNOP QR ST U V W X Y Z 1234567890-=[ ]\;’./ !@ #$%^&*( )_+{ }|:”<>? FILOSOFIA Italic abcdefghjklmnopqrstuvw xy z ABCDEFGHJKLMNOPQRSTUV W X Y Z 1234567890-=[]\;’./ !@#$%^&*()_+{}|:”<>? F IL OSOF I A sm a l l c a ps a bcdefghjk l mnopqr st u v w x y z A BCDEF GHJK L MNOPQR ST U V W X Y Z 12 34567890-=[ ]\;’./ !@ #$%^&*( ) _ +{ }|:”<>?
027
二 十 七
Gridder + Filosofia Chinese Typefaces T he t wo C h i nese t y pefaces u sed i n t he
br a nd a re Ha nWa n gK a nTa n
R eg u l a r a nd Ha nWa n gYen L i g ht. Ha nWa n gK a nTa n w a s c hosen for it s e x pres sive, h a nd w r it ten , br u sh c a l l i g r aphy s t yle w it h v a r y i n g t h i n a nd t h ic k s t rokes. To cont r a s t t h at, Ha nWa n gYenL i g ht w a s selec ted for it s si mpl icit y, ea s y read a bi l it y, a nd u n i for m s t roke wei g ht s. B ec au se foc u ses on t r ad it ion a l C h i nese c u i si ne, t r ad it ion a l C h i nese c h a r acter s a re u sed i n s tead of si mpl i f ied C h i nese. n
028
二 十 八
一 個 就 可
是 到 那 她
不 說 要 里
了 們 下 后
人 為 以 小
我 子 生 么
在 和 會 心
有 你 自 多
他 地 著 天
這 出 去 而
中 道 之 能
大 也 過 好
來 時 家 都
上 年 學 然
Ha nWa n gYen L i g ht
的 國 得 對
一 個 就 可
是 到 那 她
不 說 要 里
了 們 下 后
人 為 以 小
我 子 生 么
在 和 會 心
有 你 自 多
他 地 著 天
這 出 去 而
中 道 之 能
大 也 過 好
來 時 家 都
上 年 學 然
Typography
的 國 得 對
3 br a nd t y p ogr a ph y
Ha nWa n gK a nTa n
029
二 十 九
h Tra di t io n a l C hine s e Te x t
030
三 十
繁體書籍
i C hine s e C hara c te r G r i d
3 br a nd t y p ogr a ph y
漢 字 網 格
031
三 十 一
Typography
034 032
三 0 十 0 九 二
4 gr a phic el emen ts
Graphic elements
圖 形
4
033 035
一 三 十 0 九 三
Learning Chinese Educational Elements A n over a rch i n g t heme of
i s educ at ion. T he br a nd s t r ives to educ ate
t h rou g h book s, menu s, pac k a g i n g, env i ron ment, aud ience e x per ience, a s wel l a s t he c u i si ne. educ ates it s aud ience not on ly a bout C h i nese c u i si ne, but a lso a bout C h i nese c u lt u re, h is tor y a nd l a n g u a ge. In add it ion to t he s u bt le, yet i n for m at ive, mea s u res s uc h a s c u lt u r a l ly appropr i ate decor at ion s a nd f u r n it u re,
h a s i ncor por ated a C h i nese c h a r ac ter lea r n i n g s y s tem.
T h rou g hout t he res t au r a nt a nd br a nd pieces, item s a re l a bel led w it h t hei r C h i nese c h a r ac ter(s) a nd E n g l ish t r a n sl at ion s. T hese voc a bu l a r y wor d s appea r on eat i n g w a re, res t au r a nt i nter ior s, f u r n it u re, food pack a g i n g, a nd t a ke out pac k a g i n g. n
034
ä¸&#x2030; ĺ? ĺ&#x203A;&#x203A;
C h i nese P r i nt
詞 彙
graphics 4 gr a phic el emen ts
E n g l i s h Tr a n s l at ion
詞彙 = vocabulary
C h i nese C a l l i g r aphy
035
三 十 五
036
三 十 六
F lower Pat ter n
C loud Pat ter n
B at Pat ter n
S q u a re Pat ter n
graphics
Window Patterns Decorative element
to g ive t he br a nd a decor at ive element. T hese pat ter n s a re u sed i n t he s t at ioner y, book s, menu s, pac k a g i n g, a nd t h rou g hout t he res t au r a nt s a s a decor at ive, but not predom i n a nt, element. n
4 gr a phic el emen ts
Pat ter n s ba sed on c l a s sic a l C h i nese w i ndow s t r uc t u res toget her w it h t he br a nd logo were desi g ned
037
ä¸&#x2030; ĺ? ä¸&#x192;
038
三 十 八
039
三 十 九
4 gr a phic el emen ts
graphics
040
四 十
5 stationery
Stationery
紙 品
5
041
四 十 一
Stationery Corporate + Restaurant T he
s t at ioner y comes i n t wo set s, C or por ate a nd R es t au r a nt. Fol low-
i n g t he t y peface g u idel i nes, Fi losof i a i s u sed t h rou g hout t he s y s tem. T he s t at ioner y set ref lec t s t he t r ad it ion a l C h i nese book ed ges, a s seen i n t he menu, book s, a nd website. C or porate: T he
cor por ate s t at ioner y set cont a i n s bu si nes s c a r d s,
envelopes, a nd let terhead. T he cor por ate bu si nes s c a r d comes i n fou r color s, one represent i n g each of t he fou r reg ion s’ desi g n ated color s. Restau ra nt: B ec au se t here i s more i nter ac t ion bet ween t he res t au r a nt c u s tomer s a nd t he rest au r a nt c a rd s (ver s u s t he cor por ate c a r d s), t he res t au r a nt c a r d s a re pl ay f u l a nd i ncor por ate t he educ at ion element of t he C h i nese c h a r ac ter s w it h t r a n s l at ion s. E ac h reg ion a l res t au r a nt h a s fou r d i f ferent fold out c a r d s w it h d i f ferent food s /food element s. n
042
四 十 二
i C o r p o ra te S ta t io ne r y
5 stationery
Stationery
公 司 文 具
043
四 十 三
3.5
Shawn Lo C hief Marketing O f f i c er 380 M a s s ac hu s e t t s Avenue B o s ton , m a 02128 t: 617.2 36.9808 f: 617.2 36.9809 s lo @ 1 48R e s t au r a nt s.c om 1 48R e s t au r a nt s.c om
2
i n.
c or p or a t e c a r d / f r on t (a b o v e) c or p or a t e c a r d / b a c k (o p p o s i t e p a ge) 044
ĺ&#x203A;&#x203A; ĺ? ĺ&#x203A;&#x203A;
i n.
045
四 十 五
5 stationery
Stationery
3.5
Zami Vila He a d C h e f 82 Ne w bu r y St r e e t C a m br id g e, m a 02119 t: 617.8 76.2 2 32 f: 617.8 76.2 2 3 3 z v i l a@148R e s t au r a nt s.c om 1 48R e s t au r a nt s.c om
4
i n.
r e s t au r a n t c a r d / i n si de (a b o v e) c or p or a t e c a r d / ou t si de (o p p o s i t e p a ge) 046
四 十 六
i n.
ࠥ② = garlic
ࠥ ② ᾖቨ = jujube
ᇋএ = y uzu
╅⎫ = blueberry
ᇋ এ 5 stationery
╅ ⎫
ᾖ ቨ
047
四 十 七
Stationery
h C o r p o ra te C ard s
048
四 十 八
公司卡
i R e s taurant C ard s
5 stationery
Stationery
餐 飲 業 卡
049
四 十 九
4.125
9.5
050
五 十
i n.
i n.
Stationery
c or p or a t e e n v e l op e / f r on t + b a c k (o p p o s i t e p a ge)
5 stationery
c or p or a t e e n v e l op e / i n si de ( b e l o w)
051
五 十 一
11
052
8.5 五 十 二
i n.
i n.
Stationery 5 stationery 053 l e t t e r h e a d / f r on t (o p p o s i t e p a ge) l e t t e r h e a d / b a c k (a b o v e)
五 十 三
C op y r i g h t © 2010 b y B e t h S h u i-Ya n Won g. B e h i n d t h e S c e n e s . A c a de m y of A r t Un i v e r s i t y, S a n F r a n c i s c o, c a , S c h o ol of G r a p h i c D e s i g n , m fa pr o g r a m . No p or t ion of t h i s b o ok m a y b e r e pr o d u c e d w i t h o u t w r i t t e n p e r m i s s ion f r om B e t h S h u i-Ya n Won g. C on t a c t e m a i l : b e t h s w on g @ y a h o o.c om . n 054 056
五 0 十 0 九 四