authentic vietnamese cuisine
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Table of Contents
5 7 8 14 16 18 21 22 24 25 26 27 29 30 32 34 37
Introduction Family of Marks Primary Mark Secondary Mark Alternative Marks Inappropriate Uses Identity System Graphic Elements Primary Color Palette Secondary Color Palette Primary Typeface Secondary Typeface Business System Business Cards Letterhead Envelope Applications
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Introduction Brand Message
At Cafe Saigon, we strive to bring authentic Vietnamese cuisine to a demographic typically unfamiliar with its flavors. We believe comfort and togetherness is found through food, and the best part is, it tastes great.
Purpose of Manual
The purpose of this brand manual is to guide current and future users in creating consistent design that parallels the goals and objectives of Cafe Saigon.
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Family of Marks
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Primary Mark The primary mark includes the main symbol, our name “Cafe Saigon”, and tagline “authentic vietnamese cuisine” in a stacked orientation. Use this format, in full color, as a first choice. The tagline should always be in lowercase for visual displays.
authentic vietnamese cuisine
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The spacing around the primary mark should always be proportional to the cap height of our tagline “authentic vietnamese cuisine,� to ensure that there is enough negative space around it as to keep it clear and legible.
Minimum Size
authentic a uthentic e vietnamese
Spacing
authentic vietnamese
authentic vietnamese cuisine
authentic vietnamese cuisine a authentic vietnamese cuisine
The primary mark should be kept at 2 inches or larger to preserve that same legibility. If a smaller size is needed, use the secondary or alternative marks.
authentic vietnamese cuisine
2�
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Primary Mark Grayscale
The primary mark may be printed in black and white grayscale when necessary. On a lighter background, use the black version, and on a darker background, use the white. Contrast plays an important role in maintaining the legibility of our brand’s mark.
authentic vietnamese cuisine
These should only be used when color printing is not available. The alternative color specifications until page 13 are to be used with the entire family of marks.
authentic vietnamese cuisine
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Primary Mark One-Color Tints
When not limited to grayscale printing, but still limited to one color, the following are acceptable.
authentic vietnamese cuisine
Keep in mind that tints must be used— using one color without tints is not a solution that is permitted. This takes away from the legibility of the mark.
Sizing Guidelines
One-color tinted primary marks should follow the same sizing and safe space guidelines as those of the full-color, except for Tan, which should not go below 2.5″ in width.
authentic vietnamese cuisine
authentic vietnamese cuisine
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Primary Mark
One-Color Tint Values Tint Values
There are specific tint values to be used with the one-color primary marks. Do not adjust or stray from these values to maintain legibility and brand consistency. The darkest shade of each onecolor mark derives from the acceptable color palettes.
#9eb69e #64956f authentic vietnamese cuisine
#bdc5c3 #9aa9a5
These values are to be used across all family of marks, as the only things changing are placement.
authentic vietnamese cuisine
#f0e1ce #e9d2b3 authentic vietnamese cuisine
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The following are the acceptable color backgrounds for each one-color tint. To preserve legibility, avoid placing them over any other colors, including black.
authentic vietnamese cuisine
authentic vietnamese cuisine
authentic vietnamese cuisine
authentic vietnamese cuisine
authentic vietnamese cuisine
authentic vietnamese cuisine
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Secondary Mark The secondary mark includes the same elements as the primary, but instead in a horizontal format. This should be used in our letterheads and when the stacked version does not permit.
authentic vietnamese cuisine
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cuisine ii
The spacing around the primary mark should always be proportional to the cap height of our tagline “authentic vietnamese cuisine,� to ensure that there is enough negative space around it as to keep it clear and legible.
authentic vietnamese cuisine s cu se cuisine
Spacing
authentic vietnamese cuisine authentic vietnamese cuisine
Minimum Size
The secondary mark should be kept at 3″ or larger to preserve that same legibility. If a smaller size is needed, move onto the alternative marks, shown on the next page.
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Alternative Marks The horizontal wordmark without the tagline should be used in our website, or when the tagline becomes less than 10 point font when proportionally resizing. Using our name “Cafe Saigon� without the logo or tagline is also allowed, though not recommended. This solution should only be used when the previous are not possible.
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Spacing
The spacing around the alternative marks should always be proportional to the cap height of our tagline “authentic vietnamese cuisine,� or the height of the Herb and Garnish graphic element (pg. 23) to ensure that there is enough negative space around it as to keep it clear and legible.
Minimum Sizes
The minimum sizes of alternative marks are shown as followed. Remember that when including the tagline, it should not go less than 10 points in Montserrat.
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Family of Marks Inappropriate Uses
The following are examples of misuses considering the family of marks. These alterations should not be made at any time, and apply to all marks in the family. As a rule of thumb, treat the family of marks as unchangable images. Keep proportions and their original form and feel.
authentic vietnamese cuisine Do not add effects, such as drop shadows, blurs, glows, etc.
authentic vietnamese cuisine
Do not distort the mark. It should always keep its original proportions.
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Cafe Saigon
authe
ntic vi
authentic vietnamese cuisine
authentic vietnamese cuisine
Do not change the type or weights, or their relationships to each other.
Do not use unapproved colors, or change the given tints.
authentic vietnamese cuisine Do not change the opacity.
authentic vietnamese cuisine
Do not put the mark over a saturated background, or any that makes it lose legibility.
etnam
ese cu
isine
Do not put the mark at an angle. Keep its orientation.
authentic vietnamese cuisine Do not add extra features or cover the mark.
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Identity System
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Graphic Elements The Cafe Saigon Symbol This is our most important graphic element as it is the visual identifier of the business. It should always be kept in this color form, and tinted or grayscale when needed.
Breaking It Down Broken down into its individual segments, the Cafe Saigon symbol is comprised of five main parts.
herb, garnish smiling person
All are representative of Vietnamese culture and cuisine, and together represent a harmonious, interlaced symbol. Vietnamese conical hat
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bowl
chopsticks
Herb and Garnish These should indicate on the menu whether a dish is vegetarian, but can also be used to create hierarchy or indication, by being placed on the left side of text. Single Lines These are typically used as borders, sections, underlines, or indicators. The stroke should generally stay at 1pt, except for use of Graphite, which should stay at 0.75pt. Color Bars Any of the acceptable colors from our primary and secondary palettes can be used as borders or fields of color, such as on this standards manual or on our website. Opacity change is only permitted on the website.
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Color Palette Primary
PEACH PINK
C: 3 M: 18 Y: 23 K: 0 R: 243 G: 211 B: 190 #f3d3be Pantone 475 C
DARK GREEN
C: 85 M: 36 Y: 88 K: 29 R: 33 G: 100 B: 61 #21643d Pantone 7483 C The primary color palette is derived from the full color, primary logotype. Refrain from using tints or shades of these colors unless in the one-color tinted logotype options. Our Peach Pink is a softened red orange, representing sweetness and fortune as in Vietnamese color meanings. The Dark Green alludes to our herb and spice-based ingredients, while Tan represents stability and closeness to the Earth and its food resources.
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TAN
C: 15 M: 29 Y: 55 K: 0 R: 218 G: 179 B: 128 #dab380 Pantone 7508 C
Color Palette Secondary
GRAPHITE
C: 69 M: 63 Y: 59 K: 50 R: 60 G: 59 B: 61 #3c3b3d Pantone 447 C
LAGOON
authentic vietnamese cuisine The secondary color palette should be used for the tagline in our full color logotypes (Lagoon), and replacements for things typically pure black and white whether it be in print or digital, such as in our menu, packaging, or website. Graphite should replace black throughout our systems, and Marble should be used for white. This should not, however, apply to our letterheads or when only grayscale is permitted.
C: 64 M: 36 Y: 49 K: 9 R: 99 G: 130 B: 124 #63827c Pantone 5487 C
MARBLE
C: 5 M: 4 Y: 7 K: 0 R: 239 G: 237 B: 232 #efede8 Pantone 7508 C
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Typefaces Primary Bitter Bitter should be used in all headers and subheaders, whether it be in print or digital. In our menu, the Bold weight should be used for section headings and menu items. Italics are reserved for Vietnamese pronunciations, and Regular for section descriptions. Do not use any other typeface other than the primary and secondary ones. Typefaces “ITC Kabel Std” and “Memphis” should never be used, as they are reserved for the logotype.
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Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!Ðó$@#%^&*_+-=[](){}:î Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!Ðó$@#%^&*_+-=[](){}:î Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!Ðó$@#%^&*_+-=[](){}:î
Typefaces Secondary Montserrat Montserrat should be used for all body text and additional information that are not headers and subheaders, whether it be in print or digital. Do not go past the SemiBold weight in Montserrat. Do not use any other typeface other than the primary and secondary ones. Typefaces “ITC Kabel Std” and “Memphis” should never be used, as they are reserved for the logotype.
Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!–Û$@#%^&*_+-=[](){}:Ó Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!–Û$@#%^&*_+-=[](){}:Ó Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!–Û$@#%^&*_+-=[](){}:Ó Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!–Û$@#%^&*_+-=[](){}:Ó Semibold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!–Û$@#%^&*_+-=[](){}:Ó
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Business System
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CAITLIN CHAN OWNER
caitlin@cafesaigon.com (805) 541–6021 cafesaigon.com 1131 Broad St. San Luis Obispo, CA
authentic vietnamese cuisine 1131 Broad St., San Luis Obispo, CA 93410
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CAITLIN CHAN OWNER
caitlin@cafesaigon.com (805) 541–6021 cafesaigon.com 1131 Broad St. San Luis Obispo, CA
Business Card Business cards should be printed on standard 2″ × 3.5″ size. The front contains only our Cafe Saigon symbol, at 2.35″, centered. The back of the card contains the business name, address, and other relevant contact information. Repetition of the chopsticks graphic element is also present, under the name.
CAITLIN CHAN OWNER
caitlin@cafesaigon.com (805) 541–6021 cafesaigon.com 1131 Broad St. San Luis Obispo, CA
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Formatting
Name of the business should sit at 2.5″ in width, centered on the card. The body of the back is in Montserrat 8 points, in the color Lagoon. Owner’s name and business website should be in SemiBold weight, with spacing in between personal email, contact information, and address.
Printing
Business cards are printed on Peach Pink colored background. Note that this is our preferred color background, but if not available, the other acceptable color is our Marble tone, or a similar generic value. Do not print on any other values from our acceptable color palettes, as it takes away from the legibility of the graphics and text.
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CAITLIN CHAN OWNER
caitlin@cafesaigon.com (805) 541–6021 cafesaigon.com 1131 Broad St. San Luis Obispo, CA
Letterhead Letterheads should be printed on standard 8.5″ × 11″ size white resume paper.
Formatting
The primary mark should sit 0.5″ from the upper left corner of the paper, followed by a Peach Pink 1 point stroke dividing line, then with the business address and contact information. There should always be a 0.25″ space between these three components.
1131 Broad St., San Luis Obispo, CA 93410 (805) 541– 6021 info@cafesaigon.com cafesaigon.com
authentic vietnamese cuisine
Additional Specifications Primary Logotype: 2″ in width Dividing Line: 1.5″ in length Contact Type: Montserrat 10 points
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Letter Formatting
The beginning of the letter should be 0.75″ under the primary mark and 2.5″ from the left. Check to see if the body aligns with the “e” at the end of “vietnamese cuisine” on the logotype. Letters should also be set at Proxima Nova 11 points, with a 1″ right margin and single line spacing.
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Envelope Envelopes should be made on standard size #10, 4 1/8″ × 9.5″.
Formatting
On the front, the alternative mark should be sitting 0.75″ from the upper left corner, and have a Peach Pink dividing line at the midsection between. The mark should be 2.25″ in width, with the address in Montserrat 10 points. On the back, the opening flap should be printed in Peach Pink. The Cafe Saigon symbol should be 1.5″ in width, with the bottom touching the end of the lip.
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Printing
There is full bleed on the edge of the envelope lip, as well as on the upper left corner in the front where the Peach Pink divider touches. The envelope should be on Marble or a similar tone, the former being ideal to maintain consistency. Be sure to use Montserrat for the address, as the tagline is included above it in serif typeface. Therefore, Bitter would not be permissible as to avoid hierarchal competition.
authentic vietnamese cuisine 1131 Broad St., San Luis Obispo, CA 93410
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Application
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Menu All our broths are slow-cooked with various herbs and spices for over 12 hours, then garnished with onion, scallions, and cilantro.
Build your Own Pho 11
Pho
Choose your desired broth and one protein. Broth: Beef | Chicken | Vegetable | Duck Protein: Rare Beef | Brisket $1 | Soft Tendon | Tripe | Chicken | Tofu Mixed Vegetables | Vietnamese Beef Meatballs $1
Rare and Cooked Beef Pho 10.5
Pho Tai Chin
Rice noodles, medium rare eye round steak, and cooked brisket.
Combination Pho 10.5 Pho Dac Biet
Rice noodles, medium rare eye round steak, cooked brisket, soft tendon, and omasum book tripe.
Seafood Pho 14
Combination of white fish, salmon, fish meatball, black tiger shrimp, and mussels in a seafood, ginger, lemongrass broth.
Banh Mi
Our sandwiches come with Vietnamese mayo, pickled daikon and carrot mix, cucumber, cilantro and jalapeĂąos served on a freshly baked Vietnamese-French baguette.
The Special 10 Dac Biet
Vietnamese choice cold cuts, grilled pork, and pate.
Grilled Pork 10.5 Thit Nuong
Marinated with a ginger, soy, and pear blend, sliced thinly.
Veggie 8.5 Chay
Your choice of fried tofu, vegetarian fish, or mixed vegetables. Banh Mi Add-Ons: Fried egg $1.50 | Extra meat $2
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Drink and Dessert Menu
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Take-Out Bags
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Website Homepage
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Website Menu
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Website About
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Website Catering
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Chopsticks
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Shop Sign
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