Zero - Brand Manual

Brand Guidelines.

Wadha AlHassan

zero

Maha AlSulaiti Khalifa AlKuwari Carlotta Bernardi Sarah Abdeen Sara Al Khuzaei

Zero

Table of Contents Introduction 05 Brand Principles

07

Corporate Logo

09

Corporate Typography

13

Corporate Color System

17

Corporate Materials

20

Packaging & Prototype

22

Corporate Stationery & Branding

24

COMPANY NAME : ZERO

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COMPANY ADDRESS EDUCATION CITY, PO BOX 8095, AR-RAYYAN.

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The design guidelines

These guidelines describe the visual and verbal elements that represent the Zero corporate identity.

This includes our name, logo and other elements such as color, type and graphics.

These guidelines reflect Zero‘s true brand identity.

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The process of infinite creativity.

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Brand Guidelines Introduction

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Brand Princples

Identity

The idea is based on a waste less environment that encourages recycling and a cleaner, healthier lifestyle.

Furniture of the store would consists of reused items for different purposes (e.g. lamps and chandeliers out of glass bottles) encouraging the community to eat better, waste less and have a better lifestyle.

Essence Identity

Our brand promotes healthy lifestyle even outside the restaurant. We aim to promote healthy living and good nutrition to our customers.

Essence Values

Values

Zero is a lifestyle and manufacture style that goes against the linear usual one. Zero goes far beyond just recycling, it’s a web of actions that has the power to impact everything from climate change, to the health of our ecosystem and how we manufacture and consume products. The main goal is to prevent waste and pollution and use any discarded scraps or waste to create new products, to reuse when we can.

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Corporate Logo and Corporate Trademarks

Section 01 Corporate Logo

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Logo introduction

Our Logo is the key building block of our identity, the primary visual element that identifies us. We are using our company name as a logo to emphasize our concept.

Elements

Our Logo comprises three elements, Arabic text, Latin text, and color. The Logo is type based to show simplicity of the brand’s concept.

The Logo font has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of Latin lower case letters. The Arabic font has also been chosen from the same typeface family that we are using, to compliment and balance perfectly with each other.

The corporate logo is presented through the use of color. The two corporate colors are Black and ZERO Green. It is a fresh and appealing blend of colors chosen for a strong meaning.

The Logo Introduction The Logo Application The Logo Elements Clear space and calculation Incorrect Logo Applications

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Logo Construction, Clear space and computation

Logo application and standards

It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark of the symbol itself and our restaurant name – they have a fixed relationship that should never be changed in any way.

Logo Size Minimum Height: 11,5 mm

Clear space

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Whenever you use the logo, it should be surrounded with a clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

Calculation To work out the clear space take the height of the logo and divide it in half.

(Clear space = Height / 2).

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11,5 mm

Incorrect Logo Application • Do not place the logo on colored background • Do not invert the logo • Do not alter the logo

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• Do not alter the logo orientation • Do not change the logo colors

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• Never change the proportions of the logo vertically or horizontally or alter the appearance in any way

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The Corporate Fonts and Typography Guidelines We have selected Co Text, which helps inject energy and enthusiasm into the entire Zero communications, as a primary corporate typeface.

Section 02 Corporate Typography

Primary Font

Designer Dalton Maag The Corporate Fonts Primary Font

The font It’s a sans serif design with rounded terminals and an underlying geometric structure.

With variations for both Text and Headline, it combines beauty with functionality and pulls off both with consummate style across multiple script systems.

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Co Text A

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Figures

Special Characters

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Corporate Typography and Text Hierarchy

Context Text and inner Headlines

Headlines and Typobreaks

Caption Text

Big Headlines and Title

Sequencer and Title for Marketing

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Zero

Co Text - Light 6 pt Type / 11 pt Leading

Zero

Co Text - Bold 21pt Type / 22 pt Leading

Zero

Co Text - Bold 40pt Type / 44 pt Leading

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Color System and Color Codes

Section 03 Corporate Color System

Color plays an important role in the Zero identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the â&#x20AC;&#x153;One Voiceâ&#x20AC;? color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the Zero brand identity across all relevant media.

Primary Color System

Primary Color A Zero Green CMYK C066 M027 Y087 K010 100 %

Gradient

20 %

RGB R099 G138 B067 Web

100 %

80 %

60 %

40 %

20 %

#638942

The Corporate Colors Primary Color System Secondary Color System

Explanation : Zero restaurant has two official colors: Green, and Black. These colors have become a recognizable identifier for the brand.

Usage: Use them as the dominant color palette for all internal and external visual presentations of the company.

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Primary Color B Black CMYK C000 M000 Y000 K100 100 %

20 %

Gradient

RGB R000 G000 B000 Web

100 %

80 %

60 %

40 %

20 %

#000000

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Color System and Color Codes

Secondary color system

Secondary Color A Raw Green CMYK C061 M044 Y069 K038 100 %

Gradient

20 %

RGB R089 G095 B070 Web

100 %

80 %

60 %

40 %

20 %

#595e45

Secondary Color B Forest Green CMYK C076 M054 Y088 K066 100 %

RGB

Gradient

R042 G053 B028

Explanation : The Secondary colors are complementary to our official colors, but are not recognizable identifiers for the Zero Restaurant. Secondary colors should be used sparingly, that is, in less than 10 percent of the palette in one piece.

Usage: Use them to accent and support the primary color palette.

Web 100 %

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80 %

60 %

40 %

20 %

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Corporate Logo and Corporate Trademarks Types of Biodegradable and Recyclable Packaging Material Fortunately there are many biodegradable and recyclable packaging material alternatives available. These include:

Section 04 Corporate Materials

Paper and cardboard - paper and cardboard is reusable, recyclable and biodegradable. There are a number of advantages to this type of packaging product, not least the fact that they are readily available. Many packaging manufacturing companies offer an environmentally friendly option which has been created using a high proportion of recycled paper.

Glass - Glass is overall a safer for food storage than plastic. Chemicals from plastic containers may migrate from the plastic into your food. This commonly occurs when hot food is put into plastic or during microwave heating. Glass food storage containers donâ&#x20AC;&#x2DC;t leach unwanted, poisonous chemicals when in contact with food.

Hessian Fabric - Hessian jute is often compared to cotton because both are made entirely from natural fibers. Because of its production and decomposition properties, however, hessian jute is a much more environmentally sustainable fabric to grow and produce. And, in contrast with cotton, hessian is also rougher and more durable. Its strength makes it a top choice for industries in need of a durable, robust option.

Paper

Cardboard

Glass

Hessian Fabric

Biodegradable & Recycable Materials Making Your Own Environmentally Friendly Packaging Materials

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The Corporate Stationery and Usage

Section 05 Packaging & Prototype

Whatâ&#x20AC;&#x2DC;s Right The logo will be printed on the packaging with no changes in color or orientation. Only in this case the logo will be allowed to be on a different color background, which is the one of the packaging it is placed on.

Wrong The logo will not be engraved, branded or use any other technique to be transfered on the packaging. The logo can not change its color.

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Uniform

Section 06 Stationery & Branding

Uniforms should always consist of a plain white t-shirt and the zero khaki-colored apron, full length black trousers with predominantly white sneakers.

Employeeâ&#x20AC;&#x2122;s choice

Uniform

The uniform should portray a relaxed and comfortable environment for the customers through the employees.

The employees will be able to move freely and efficiently throughout the space to ensure fast quality service.

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Provided by company

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Stationery & Branding

Restaurant take away bag

Files / letters folder

Products tags

Stationery & Branding

Official papers

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Menu

Business card

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Signs & Tags

The big signs of the different section in the grocery store would be recycled brown cardboard paper. The text would use the same typeface of the logo and the color is RAW GREEN.

Bakery Dairy

Drinks

Grains Signs & Tags

The tags under products would have a lighter recycled cardboard paper using the same typeface for the text and the color FOREST GREEN.

Organic quinoa

25 QR

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Cal. 3.5 En. 7 Fat 24%

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Brand Guidelines.

Wadha AlHassan

zero

Maha AlSulaiti Khalifa AlKuwari Carlotta Bernardi Sarah Abdeen Sara Al Khuzaei