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Brand Guidelines
Design
Camilo Beltran
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Version
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Contents
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5
01. Concept
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02. Visual Identity
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03. Timeline & Launch strategy
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04. Reference sources
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01.
Chapter
Concept
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Introduction
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Problem Statement
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Target Audience
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Tone of voice
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Introduction Nu+Track is an innovative app that track and support healthy lifestyles. The app allow you to track your food intake and physical activity and promote sustainable healthy habits. In addition, this revolutionary app engages with the restaurants you love so that you can enjoy your favourite meals and enjoy social events.
Problem Statement Keeping on top of your daily nutrient intake to support your fitness goals can be challenging, particularly when dining outside. Nu+track allows restaurants to help their customers with their nutrition tracking by providing a platform to upload their menu and ingredients so that customers can enjoy their social life while tracking. Restaurants are losing customers due to the rise of people tracking their food intake. The app helps restaurants attract customers by providing a tool to support their customers’ lifestyles by making food tracking easy.
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Target Audience Nu+Track’s objective is to ensure that our customers find it easier than ever to track their food, supporting a healthy social lifestyle. Every day more and more people start investing in their wellbeing, one of the most notorious changes revolts around their food intake and their fitness goals. Our challenge is to support two different types of customers: One of our audiences are people who are trying to stay accountable for the food they eat and how these nutrients support their fitness goals and their lifestyle. This is our primary goal. Our secondary goal is to team up with restaurants to ensure we deliver our first goal while offering an opportunity to restaurants to increase their clientele and become more profitable.
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Tone of Voice Nu+Track uses a tone of voice that is friendly, trustworthy and fun so that customers enjoy the experience and feel safe and supported by a knowledgeable company. In addition, we want to feel inviting and cheerful so that our customers feel supported in their journey.
02.
Chapter
Visual Identity
15
Logo
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Clear space
20
Brand colours
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Colourways
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App icon & icons
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Logo misuse
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Typography
34
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Logo
The logo has been inspired by the relationship between food and the human body. The logo is clean and simple, composed of three main elements that reflect the connection between nourishment, balance, energy and performance, displaying the importance of a holistic approach for optimum wellbeing. The logo reflects food portions and proportions on a plate and how these translate into data visualised on a pie chart. The logo is based on the natural shape of leaves, which are natural elements that reflect the organic nature of food and the importance of a healthy lifestyle. The logo also includes a person with their arms up, showing their success and feeling content and happy with their lifestyle.
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Secondary horizontal logo
Secondary vertical logo
Clear Space & Minimum Size
For successful logo use, only use the approved artwork and ensure that clear space rules are followed. Do not alter, add or attempt to recreate it; this will preserve the logo legibility and ensure its accurate and consistent reproduction.
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0.5 X
0.5 X
Minimum Size
1 Cm
2 Cm
2 Cm
Brand Colours The colour palette of the logo represents the brand values and its voice friendly, trustworthy and fun. The colours also represent the organic nature of food and its intrinsic relationship with people.
Hex#
4B738C
CMYK
0.46 0.18
RGB 75
115
0.00 0.45 140
23 23
Hex#
C8D98A
CMYK
0.08 0.00 0.36 0.15
RGB 200
217
138
Hex#
b8d04c
CMYK 0.12
RGB 184
0.00 0.63 0.18 208
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Colourways Nu+track Primary logo
Logo_A_Nu+Track_colour
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Logo_A_Nu+Track_Black
Logo_A_Nu+Track_White
Colourways
Nu+track Secondary horizontal logo
This logo is best used for horizontal displays.
Logo_B_Nu+Track_colour
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Logo_B_Nu+Track_Black
Logo_B_Nu+Track_White
Colourways
Nu+track Secondary vertical logo
This logo is best used for vertical displays.
Logo_C_Nu+Track_colour
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29
Logo_C_Nu+Track_Black
Logo_C_Nu+Track_White
App icon & icons
30
Done
Help
reminder
Goals
Home
Stats
Restaurants
Other
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Water
Burned
Maintain
Activity level
Settings
Food
weight
Scan
Friends
Lightly active
Challenge
Streak
Steps
Active
Exercise
Gain
Logo Misuse
The proper use of the logo is essential to ensure its integrity and effectiveness of brand awareness. The following is a small list of the potential misuses of the logo:
Do not use outline
Do not change brandmark proportions
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Do not add drop shadow
Do not place on an angle
Do not use colours that are not in the colour palette
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Do not distort or stretch
Do not use any glows
Do not animateeg
Do not add any new elements
Do not manipulate
Do not add a gradient
Sofia Pro 34
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Typography
AaAa Sofia Pro Regular Size Leading Tracking
: 11pt : 14pt : Opt
Sofia Pro Semibold Size Leading Tracking
: 11pt : 14pt : Opt
a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&*()_+<>?,./:" a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&*()_+<>?,./:"
02.
Chapter
Timeline & Launch Strategy
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Timeline
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Launch strategy
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Timeline The timeline for the launch strategy of Nu+track has been aligned with the beginning of the calendar year. The goal is to provide our customers with a tool that supports their new year's resolutions and to help them stay on track and accountable to achieve their lifestyle ambitions.
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Teamup:
Sep/01/2021
Launch of Nu+Manual
6M
6 months prior:
1M
1 months prior:
4W
4 weeks prior:
3W
3 weeks prior:
Sep/01/2021 - Feb/05 /2022
Advertising for Nu+Manual
01/Jan/2022
Social media advertising
01/Jan/2022
Outdoor advertising
17/Jan/2022
Advertising for launch event
Launch & Event: 05/Feb/2022
App release & launch event
After launch: 07/Feb/2022
Challenges & verification
39
Lanch of Nu+manual team up sep/01/2021
Nu+manual is a sub-brand that only targets restaurant owners the reason why this will be launched First is to get the attention of restaurants this giving Nu+track and restaurants enough time to team up and set up.
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Get started in 3 steps
1. Tell us about you
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2. Tell us about your restaurant.
3. Upload your recipes.
6M
Nu+manual Advertising
6 Months prior Sep/01/2021 - Feb/05/2022
During this time, Nu+Manual will be teaming up with restaurants to prepare for the launch of Nu+track. Through six months, social media and outdoor advertising will start targeting restaurants.
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1M
Social media advertising 1 Months prior 01/Jan/2022 - 05/Jan/2022
Nu+track will use social media for advertising to start targeting our primary target audience. The release date has been aligned with the new year to take advantage of the new year's resolutions. Many people set new goals, and many relate to fitness, healthier lifestyles and eating habits.
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4W
Outdoor advertising
1 Months prior 01/Jan/2022 - 05/Jan/2022
Nu+track will release outdoor advertising in specific locations to ensure we attract customers who enjoy outdoor activities and are interested in health and fitness.
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3W
Advertising for event
3 weeks prior 17/Jan/2022 - 05/Jan/2022
To announce the Nu+Track launch event, we will use social media and outdoors advertising. These ads will be more focused on the event because they were created and designed to bring everyone together, even those who may not be fully invested in the idea. In addition, the social gathering is expected to be a space to learn more about the app and how it all works.
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App realease & Launch event 05/Feb/2022
The event will be a food festival where all the food stores are part of the Nu+Track team, and they will have a Nu+Track verification scan code displayed. Food stalls will be ready to go on the app, having their menu ready to start tracking. Guest can download the app to get a discount on food for using the app while tracking. There will be events and fun challenges to get everyone involved.
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Challenges & Prices 05/Feb/2022
To ensure that people keep using the app, we will add fun challenges to get people more engaged and help them stay accountable for their goals they will also get the chance to win different prices.
04.
Chapter
Reference sources
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Use the references below for more information around the imagery used in this project. Note that all images were edited and mock-ed up by Camilo Beltran. Page - 8
https://unsplash.com
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https://unsplash.com
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https://unsplash.com
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https://unsplash.com
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https://unsplash.com
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https://unsplash.com
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https://unsplash.com
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https://unsplash.com
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https://unsplash.com
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https://unsplash.com
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https://unsplash.com
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https://unsplash.com
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https://unsplash.com
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Copyrights by
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Address.
Phone.
Onlime.
20 Karapiti PlaceGlen Eden, Auckland 0602
Phone: 0221076140
Email: camilo.j.beltran@outlook.com