Verts Design & Brand Guidelines

Carol Ann Lee me@carolannlee.com

VERTS MEDITERRANEAN GRILL

DESIGN & BRAND GUIDELINES

CONTACT

PHONE & ONLINE

Address 2025 Guadalupe Street Suite 248 Austin, TX 78705

PHONE EMAIL WEB

(512) 800-8194 info@vertskebap.com vertskebap.com

THE GUIDE

Verts Corporate Branding Guidelines Version 1, 2016

TABLE OF CONTENTS SECTION 0: INTRODUCTION.......................................................... 4 SECTION 1: CORPORATE LOGO..................................................... 6 SECTION 2: CORPORATE TYPOGRAPHY.................................... 14 SECTION 3: CORPORATE COLOR SYSTEM..................................18 SECTION 4: SOCIAL MEDIA COLLATERAL. . ................................ 22 SECTION 5: VIDEO MEDIA............................................................ 26 SECTION 6: VERTS IN THE WORKS .. ............................................ 28 SECTION 7: SUMMARY AND CONTACT....................................... 34

SECTION 0 INTRODUCTION

WELCOME & INTRODUCTION

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VERTS DESIGN GUIDELINES WHY DO THEY MATTER?

These guidelines describe the visual and verbal elements that represent Verts’ corporate identity. This includes our name, logo and other elements such as color, type and graphics.

These guidelines reflect Verts’ commitment to quality, consistency and style.

Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company.

Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Verts name and marks.

The Verts brand, including the logo, name, colors and identifying elements, are valuable company assets.

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SECTION 1 CORPORATE LOGO • Logo Introduction Logo Construction Clearspace and Computation

Logo Application and Minimum Sizes Alternative Logo Formats Examples of Misuse

LOGO INTRODUCTION THE FULL LOGO TYPE

Our logo is the key building block of our identity, the primary visual element that identifies us. The signature is a combination of the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.

The Verts master brand or corporate logo comprises two elements, the logo symbol and logo type. The logo symbol is a contemporary image evoking the iconic vertical rotisserie of the traditional döner kebap - the original inspiration for the Verts brand.

It has a particular relationship with the Verts name.

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The logo type has been carefully chosen for its modern and yet refined, highly legible style. The typeface is Galano Grotesque Extra Bold and has also been chosen to compliment and balance with the logo symbol.

The corporate logo is presented through the use of color as well as shape and form. The main corporate color is a classic warm red. It is a bold and appealing color chosen for its strong impact: modern, classic, and timeless.

The secondary colors have been selected according to international standards as shown in the following pages.

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2

3

4

THE LOGO TYPE

The General Logo

2) The Logo Title

3) One Color Logo Dark Version

The main logo is the dark logo used on white or colored backgrounds. For darker backgrounds you will find an alternative in example four.

Carefully chosen for its modern and yet refined, highly legible style in a charcoal gray tone of the chosen corporate color.

The font that is used here is Galano Grotesque Extra Bold in the word “Verts” and Galano Grotesque Medium for the tagline “Mediterranean Grill.”

To be used when the background is light in color.

1) The Logo Symbol Consists of a contemporary image evoking the vertical rotisserie of the traditional döner kebap - when used in conjunction with the logo title it does not feature a colored background.

4) One Color Logo Light Version To be used when the background is dark in color.

Recommended formats are: .eps | .ai | .png | .jpg | .tiff Attention: Use of any stylized, animated, hand drawn or other versions of a unofficial logo is not permitted. This undermines the logo system and brand consistency. Please consult with Verts if you have any questions or need further help.

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SECTION 1 CORPORATE LOGO Logo Introduction • Logo Construction • Clearspace and Computation

Logo Application and Minimum Sizes Alternative Logo Formats Examples of Misuse

LOGO CONSTRUCTION

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

3X

element or message can be positioned in relation to the mark of the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.

18X

1.5X 1.5X

5X 10X

X X

1.5X

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1

CLEARSPACE AND COMPUTATION

Clearspace Definition

Computation of Clearspace

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

The exclusion zone is equal to the height of the logo divided by four.

(Clearspace = Height / 4). Apply this number to all four sides of the logo.

.25X

1X

.25X

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SECTION 1 CORPORATE LOGO Logo Introduction Logo Construction Clearspace and Computation

• Logo Application and Minimum Sizes Alternative Logo Formats Examples of Misuse

ONE COLOR LOGO APPLICATION ON COLOR BACKGROUNDS

When the background is a dark color, use the white logo.

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When the background is a light color, use the charcoal logo.

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MINIMUM LOGO SIZES

Full Logo Minimum Size: 1.25in x .5in

1.25in x .5in

150% of Minimum Size

1in x 1in

150% of Minimum Size

Logo Symbol Minimum Size: 1in x 1in

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SECTION 1 CORPORATE LOGO Logo Introduction Logo Construction Clearspace and Computation

Logo Application and Minimum Sizes • Alternative Logo Formats • Examples of Misuse

STACKED LOGO FORMAT

On some occasions, it suitable to present the Verts logo in a stacked format rather than the original horizontal orientation. Below is an

example of the stacked logo, its clearspace and construction, and its acceptable minimum size.

VERTS STACKED LOGO

Construction and Clearspace The exclusion zone is equal to the height of the icon divided by four. (Clearspace = Height / 4). Apply this number to all four sides of the logo.

Minimum Size: 1in x 1.75in

1in x 1.75in

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1

EXAMPLES OF LOGO MISUSE

The Verts logo has been designed with color, shape, proportion, form and function in mind.

It is not to be distorted or altered in any way.

Below are examples of the most common

Color

Type

forms of misuse when applying a logo to a design. If you have questions about the acceptable use of the logo, please contact the marketing department.

VERTS

Distortion

MEDITERRANEAN GRILL

Do not alter the color of the logo or it’s elements, even if the color is from the secondary color palette.

Do not alter the font or typographical arrangement of the logo type.

Do not distort the proportions of the logo in any way.

Stylistic Effects Do not apply stylistic effects to the logo such as gradients, beveling, embossing, patterns, feathered edges, etc. In rare cases and with restraint, it may be acceptable to apply a white glow or drop shadow to define the logo on an image background.

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SECTION 2 CORPORATE TYPOGRAPHY • Primary Font Text Hierarchy

THE CORPORATE FONTS AND TYPOGRAPHY GALANO GROTESQUE

Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Verts communications.

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We have selected Galano Grotesque, which helps inject energy and enthusiasm into the entire Verts communications, as the primary corporate typeface.

PRIMARY FONT

GALANO GROTESQUE

Extra Bold

A B C D E F G H I J N O P Q R S T U V W a b c d e f g h i j n o p q r s t u v w

K X k x

Medium

A B C D E F G H I J N O P Q R S T U V W a b c d e f g h i j n o p q r s t u v w

K L M X Y Z k l m x y z

Regular

A B C D E F G H I J N O P Q R S T U V W a b c d e f g h i j n o p q r s t u v w

K L M X Y Z k l m x y z

Figures

0

Special Characters

! ¡ « æ √

Designer: Rene Beider The Font Galano Grotesque is a geometric sans in the tradition of Futura, Avant Garde, and Avenir. It has a modern streak which is the result of a harmonization of width and height especially in the lowercase letters to support legibility. Galano Grotesque aims to be a universal weapon not only because it works great in headlines, short and long copies, but also because of its subtle neutrality. It comes in 10 different weights with matching italics and is equipped with a set of powerful opentype features including alternative glyphs, fraction, arrows, ligatures and many more.

1

2

3

4

5

6

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L M Y Z l m y z

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“ § $ % & / ( ) = ? ` “ ¶ ¢ [ ] | { } ≠ ∑ € ® † Ω ¨ ⁄ ø π • œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ~ ∞ … – ≤ < > ≥ ˘ ›

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;

: ¿ ‘ ± ‘ ≈ ç ‹ ◊

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SECTION 2 CORPORATE TYPOGRAPHY Primary Font â&#x20AC;˘ Text Hierarchy

TYPOGRAPHY AND TEXT HIERARCHY ORGANIZING TEXTUAL INFORMATION

Typographic hierarchy is a form of visual hierarchy, a sub-hierarchy per se in an overall design project.

Typographic hierarchy presents lettering so that the most important words are displayed with the most impact. Users can scan

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text for key information.

Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Verts layouts.

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CONTEXT TEXT AND INNER HEADLINES

Caption Text

Verts Mediterranean Grill Galano Grotesque Regular 8 pt type / 9.6 pt leading

Copy Text

Verts Mediterranean Grill Galano Grotesque Regular 10 pt type / 12 pt leading

Subheadlines Copy Text

Verts Mediterranean Grill Galano Grotesque Extra Bold 10 pt type / 12 pt leading

Headlines Copy Text

VERTS MEDITERRANEAN GRILL Galano Grotesque Extra Bold - All Caps 12 pt type / 14 pt leading

SECTION TITLES, HEADLINES AND TITLES

Sublines Sections

VERTS Galano Grotesque Extra Bold - All Caps 16 pt type / 19.2 pt leading

Big Headlines and Title

VERTS Galano Grotesque Extra Bold - All Caps 44 pt type / 56.2 pt leading

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SECTION 3 CORPORATE COLOR SYSTEM â&#x20AC;˘ Primary Colors Secondary Colors

PRIMARY COLOR SYSTEM

Color plays an important role in the Verts corporate identity program. These colors are recommendations for various media. A palette of primary colors has been developed, which comprise the official color scheme.

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Consistent use of these colors will contribute to the cohesive and harmonious look of the Verts brand identity across all relevant media. Check with your designer or printer when using the corporate colors so that they will be always be consistent.

PRIMARY COLORS

Explanation:

Usage:

Verts has two official primary colors: red and charcoal grey. These colors have become a recognizable identifier for the company.

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

Color Tones

PRIMARY COLOR RED

100%

Color Codes CMYK

C000

M087

Pantone

Warm Red C

RGB

R255

Web

#ff4337

G067

Y080

K000

80%

60%

B056

40%

20%

Color Tones

PRIMARY COLOR CHARCOAL GREY

100%

Color Codes CMYK

C000

M000

Pantone

Black C 90%

RGB

R025

Web

#191919

G025

Y000

K090

80%

60%

B025

40%

20%

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SECTION 4 CORPORATE COLOR SYSTEM Primary Colors â&#x20AC;˘ Secondary Colors

SECONDARY COLORS

Explanation: The secondary colors are complementary to our official colors, but are not recognizable identifiers for Verts. Secondary colors should be used sparingly, that is, in less than 50 percent of the palette in one piece.

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

SECONDARY COLOR GREEN Color Codes Color Tones

CMYK

C032

M015

Y100

80%

Pantone

774C

60%

RGB

R187

G187

B020

Web

#babb13

K000

100%

40% 20%

SECONDARY COLOR YELLOW ORANGE Color Codes Color Tones

CMYK

C000

80%

Pantone

1235C

60%

RGB

R255

Web

#ffb718

M032

Y095

G184

B026

100%

40% 20%

20

K000

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SECONDARY COLOR BLUE Color Codes Color Tones

CMYK

C064

M010

Y001

80%

Pantone

298C

60%

RGB

R064

G180

B229

Web

#40b4e5

K000

100%

40% 20%

SECONDARY COLOR VIOLET Color Codes Color Tones

CMYK

C029

80%

Pantone

247C

60%

RGB

R193

Web

#c114a1

M094

Y000

G020

B161

K000

100%

40% 20%

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SECTION 4 SOCIAL MEDIA COLLATERAL â&#x20AC;˘ Cover Photo Illustration Post Photographic Post

SOCIAL MEDIA STRATEGY

Verts is a quickly growing company with many locations opening and expansion planned for the east coast in the near future. Presenting the Verts brand and engaging with new communities and markets via social media is vital to our growth and success. Social

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media posts should have a conversational tone and reflect the brandâ&#x20AC;&#x2122;s fast casual concept. Visual media can be either photographic or illustrative, but should always feature use of the primary font and color systems.

OPENING SPRING 2016

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SECTION 4 FACEBOOK COLLATERAL Cover Photo • Illustration Post • Photographic Post

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4

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SECTION 5 VIDEO MEDIA

VIDEO MEDIA COLLATERAL

Communicating the Verts brand through a variety of media channels is an effective tool when announcing the opening of stores in new markets. Video media should have an upbeat tone and reflect Vertsâ&#x20AC;&#x2122; fast casual

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concept through timing and pace of the narrative and scenes. Video media can combine photography and illustration and should always feature use of the logo and primary color systems.

Click to play the video on wideo.co

Link http://wideo.co/en/ view/12640051453434083038-vertsmediterranean-grill

Scan to view on your phone

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SECTION 6 VERTS IN THE WORKS â&#x20AC;˘ Test Kitchen Windows Test Kitchen Logo Test Kitchen Logo in Use

VERTS IN THE WORKS TEST KITCHEN TEST KITCHEN WINDOWS

Vertsâ&#x20AC;&#x2122; is building a test kitchen at its original Austin restaurant, near the University of Texas campus.

The test kitchen will allow guests to sample new items before they are added to the restaurant menus chainwide.

The test kitchen logo features the corporate font and a hand scripted. The duality of a modern san serif and a humanist script seek to harmonize the duality of artistry and research that go into the test kitchen concept.

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SECTION 6 VERTS IN THE WORKS Test Kitchen Windows • Test Kitchen Logo • Test Kitchen Logo in Use

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6

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SECTION 6 VERTS IN THE WORKS Test Kitchen Windows • Test Kitchen Logo • Test Kitchen Logo in Use

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SECTION 7 SUMMARY AND CONTACT

SUMMARY

Verts Mediterranean Grill is a fast casual restaurant concept poised to expand throughout Texas and into the east coast over the next five years.

The logo and its elements are designed to convey the concept of the restaurant and menu to consumers looking for quality food served fast.

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The logo and branding serve to strike a balance between the convenience of fast food and the quality found in casual dining. Verts is both modern and familiar, energetic and harmonious, all while maintaining a passion for both quality and flavor.

CONTACT

For further information please contact: Carol Ann Lee Designer E: me@carolannlee.com P: (903) 701-2247

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CONTACT

PHONE & ONLINE

Address 2025 Guadalupe Street Suite 248 Austin, TX 78705

PHONE EMAIL WEB

(512) 800-8194 info@vertskebap.com vertskebap.com