Branding Guide
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CONTENTS
LOGO CONCEPT SIGNATURE DISPLAY COLOR PALETTE TYPOGRAPHY GRAPHICAL ELEMENTS PHOTOGRAPHIC ELEMENTS STATIONERY SIGNAGE FOOD PACKAGING WEB & MOBILE APPLICATIONS MERCHANDISING
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Logo Concept
The Trap Kitchen was born 2013 in Compton, CA when Malachi “Chef Spank”, a Crip, decided to come together with his best-friend Roberto “Sous Chef News”, a Blood, to change the path their lives were taking in the streets with food. They’ve created a business that is growing rapidly with each passing day where you can get five-star restaurant meals without the five-star prices. Trap Kitchen has provided catering services throughout the city of Los Angeles, including, Long Beach, Inglewood, Compton, Carson, Hollywood, and other surrounding cities. Trap Kitchen is also known to travel state-to-state and caters in Las Vegas, Atlanta and New York City
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During the development of this logo, I tried to keep the background of who they were: two guys in Compton, CA who did not come from the best environment.
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The first set of sketches, I roughly drew out bandanas, one red and one blue, that are tied together to represent their unity and peace with one another. It then moved to trying to make it look like the roof of a house, or the stem of the “A” in “trap” connecting to the “K” in “kitchen”, as stacking the two words on top of each other created a silhouette of a house. At the bottom, the stem of the “T” and “P” in “trap” were the bandanas draped down and connected to “kitchen”.
In these second set of sketches, I have tried to incorporate their weekly special that involves a pineapple, then drew a set of eating utensils on the roof of the house replacing a chimney. Then the bottom three consisted to the initials, “TK”, to structure the house.
The third set of sketches is where I thought of a pair of hands coming together, and placing the bandanas on the pineapple. With the hands, I wanted to stay away from their gang origins as I assume that they want to stray away from their violent past. The hands represent how two rival gang memebers want to spread peace through the use of giving out food on the streets instead of bloodshed.
In the fourth set of sketches, I tried to experiement with more abstract shapes as seen with the triangles and the circle, but ended up going back to the hands. The sketches on the far right are the final drawings of the logo, trying to fuse the hands together with the roof of the house.
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Signature Display
COLOR SCHEME
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PRIMARY LOGO APPLICATION GLOSS LOGO
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GOLD LOGO
SECONDARY LOGO APPLICATION GLOSS LOGO
GOLD LOGO
This logo is to be primarily printed on items and material with a matte background with a gloss finish on the logo. The glossed logo should be the same color as the background (the dark purple logo is for demonstration).
This logo is to be primarily printed on items and material that does not need to be printed in gloss.
Printed on: business cards, book covers, headlines in recipe books, stationery, menus.
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PRIMARY & SECONDARY LOGO SPACING
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DON’TS
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SECONDARY LOGO COLOR SCHEME The secondary logo should be on these specific background colors.
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Color Palette 19
R0 G0 B0
R238 G185 B29
CMYK
CMYK
Hex
Hex:
0
#000
7 · 27 · 100 · 0 #EEB91D
R136 G93 B167
R118 G70 B163
R109 G70 B156
R90 G52 B132
R77 G54 B115
CMYK
CMYK
CMYK
CMYK
CMYK
Hex
Hex
Hex
Hex
Hex
53 · 74 · 0 · 0 #885da7
63 · 78 · 0 · 0 #7654a3
69 · 86 · 0 · 0 #6d469c
80 · 96 · 12 · 2
#5a3484
83 · 92 · 25 · 11 #4d3673
Typography 22
PRIMARY TYPE Alergia Normal
Alergia Normal Hairline Alergia Normal Thin Alergia Normal Extralight Alergia Normal Ultralight Alergia Normal Light Alergia Normal Regular Alergia Normal Medium Alergia Normal Bold Alergia Normal Black
SECONDARY TYPE Josephin Sans
Josephin Sans Thin Josephin Sans Light Josephin Sans Regular Josephin Sans Bold 23
Graphical Elements
When hearing “Trap Kitchen”, some might immediately think of a “trap house”. This is not the case. The founders originated their business in their own house with the use of delivery to serve to their customers, eventually having their own food truck. This graphic depicts a simple pot with a roof and chimney over itself, indicating that the origins were homemade. This graphic should be used as the background of stationary, with 30% opacity and wherever the main logo is present.
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Trap Kitchen took off in popularity with its food truck business. With its service being primarily being in a food truck and ammending to deliveries, the use of a variety of take out boxes and containers are present. Trap Kitchen’s original logo consisted of a Chinese take out box, which can still be seen in this pattern here. With 15 different boxes, each container is seaparated with the “house pot� graphic and the hands from the main symbol in between each line.
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There should always be the gold wordmark of “Trap Kitchen� whenever the pattern above is in use centered at the top, to the sides and the middle, but never the bottom.
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Photographic Themes
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The main focus of the photography should be about the food that the owners make as their business is mainly through social media. Other elements should also focus on the owners with their story being so unique and inspiring.
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Stationery 32
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ENVELOPES
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LETTERHEAD
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BUSINESS CARDS
All three of these designs are to be placed on the back of the business cards, while the front with the information shall be static. “Trap Kitchen� should be printed in gloss while the background color should be matte.
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Signage 38
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Food Packaging 42
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Web Applications
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Merchandising
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