BRAND BOOK
V 1.0 / June 2017
Fresh Plate Branding Guidelines
V 1.0 June 2017
ABOUT THIS GUIDE
Our goal is to make sure the Fresh Plate is a brand people can trust. Trust comes from our clients, partners and employees experiencing a consistent brand visually and in tone of voice, and when our actions and behaviours are true to the company’s values. This guide is designed to help you communicate the Fresh Plate brand in a way that meets people’s expectations in the most effective way possible. The book includes guidelines on how to design, write and apply the brand across multiple uses and marketing materials. Page 02
THE LOGO The Fresh Plate logo is the most immediate representation of our company, our people, and our brand to the world. It is a valuable corporate asset that must be used consistently in the proper, approved forms. The following pages will show how the logo has been developed and how it should be used in the proper way.
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Fresh Plate Branding Guidelines
LOGO CONCEPT The idea behind the logo is what we do exactly, we deliver delicious food in carton box, we put all the recipe ingredients in one carton box and we deliver it to you to start cooking your fresh plate.
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Fresh Plate Branding Guidelines
EN TYPEFACE STRUCTURE The logo mark is built on a grid system, with construction on lines and circles to insure a powerful visual balance and visual stability. The logo grid is a geometric design technique that creates a consistant base structure that can adapt to all applications.
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Fresh Plate Branding Guidelines
TYPEFACE COLOUR A successful mark shape requires an ownable and distinctive brand typeface. We have developed a special typeface to be consistent with the brand mark, smooth, flexible and modern.
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Fresh Plate Branding Guidelines
AR TYPEFACE BUILDING The Arabic brand logo contains a bespoke typeface and is consistant with the rest of the mark and the English logo sits comfortably with it.
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Fresh Plate Branding Guidelines
ARABIC TYPEFACE The Arabic brand logo contains a bespoke typeface and is consistant with the rest of the mark and the English logo sits comfortably with it.
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Fresh Plate Branding Guidelines
MARK & ENGLISH TYPE POSITIONING Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is developed from the mark core parts and is shown as “x.�
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Fresh Plate Branding Guidelines
MARK & ARABIC TYPE POSITIONING Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is developed from the mark core parts and is shown as “x.�
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Fresh Plate Branding Guidelines
ENGLISH LOGO Placement of the the typeface in the right position with the brand mark to iensures clear visibility for both brand logo elements.
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Fresh Plate Branding Guidelines
ARABIC LOGO Placement of the the typeface in the right position with the brand mark to iensures clear visibility for both brand logo elements.
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Fresh Plate Branding Guidelines
BILINGUAL LOGO LOCK -UP Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is developed from the mark core parts and is shown as “x.�
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Fresh Plate Branding Guidelines
WHITE ON BLACK This page shows the logo in black and white colour mode. In this example we have the white logo on a black background
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Fresh Plate Branding Guidelines
BLACK ON WHITE This page shows the logo in black and white colour mode. In this example we have the black logo on a white background.
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LOGO USAGE & POSITION The brand logo is a valuable corporate asset that must be used consistently in the proper, approved forms. Consistancy in application across all touchpoints will help drive a consistant view of the brand.
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Fresh Plate Branding Guidelines
CLEAR SPACE Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is developed from the mark core parts and is shown as “x.�
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Fresh Plate Branding Guidelines
CORRECT USAGE BASED ON BACKGROUND COLOR Black or white backgrounds • Always use the primary masterbrand on black or white backgrounds • Should you need to place the brandmark on an image, the brandmark is best positioned on an area that is either black or white • When communicating the Fresh Plate to external audiences, the following guidelines apply to the choice of primary, secondary or greyscale versions of the masterbrand.
Coloured backgrounds • When placed on coloured backgrounds or subtle imagery, please use the following rules: • Aim to choose one of the colourways that ensures maximum contrast against the background. This is to allow the brandmark to stand out • When the background is too busy or when the background compromises the legibility of the brandmark, resort to the full white version • Do not, at any point, box the masterbrand in a black or white rectangle. • The colours on the right represent best practice examples of masterbrand usage against different background colours.
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Fresh Plate Branding Guidelines
INCORRECT USAGE / COLOR, COMPONENTS These examples show how not to use the brand mark against colour backgrouds. Stand out and clarity is key to any application. The brand mark colours should stay as per the guidelines and should not be changed. Opacities or part opactities should never be applied to the brand mark.
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Fresh Plate Branding Guidelines
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LOGO POSITIONING We strongly recommend placing the logo in specific places on any given usage ensuring adequate spacing around the brand and the application edges.
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Top left
Top Center
Bottom left
Bottom Center
COLOUR PALETTES Across different marketing and advertising collateral there is a preferred placement for the brand. The follow section shows the correct placement depending on formats and positions.
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COLOUR PALETTE This palete provides the Pantone and CMYK breakdowns for the core brand colours for Fresh Plate
367C
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7484 C
CMYK C: 040 M: 000 Y: 100 K: 000
CMYK C: 100 M: 040 Y: 100 K: 040
RGB R: 166 G: 206 B: 057
RGB R: 000 G: 082 B: 044
HEX #a6ce39
HEX #00522c
TYPOGRAPHY Typography also helps to center brand identity and should be used consistently across brand visual communication. To help ensure that all of our visual communications are consistent, Fresh Plate uses a select group of preferred typefaces for digital materials and one default typeface.
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Fresh Plate Branding Guidelines
TYPOGRAPHY / ENGLISH FONT This version of the Roboto family has been specifically chosen for the brand. and should be the main secondary typeface aplied across the brand.
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Roboto Light
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Roboto Reguler
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Roboto Bold
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
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Fresh Plate Branding Guidelines
TYPOGRAPHY / ARABIC FONT The Arabic typeface has been specifically chosen for the brand. and should be the main secondary typeface aplied across the brand. It aligns excellently with the English typeface.
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TheSansArabic Light
أبتثجحخدذرزسشصضطظعغفقك ل م ن هـ و ي ١٢٣٤٥٦٧٨٩٠ TheSansArabic Plain
أبتثجحخدذرزسشصضطظعغفقك ل م ن هـ و ي ١٢٣٤٥٦٧٨٩٠ TheSansArabic Bold
أبتثجحخدذرزسشصضطظعغفقك ل م ن هـ و ي ١٢٣٤٥٦٧٨٩٠
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