Aroi Mak Thai Standards Manual by chelseanav

AROI MAK THAI STANDARDS MANUAL December 2, 2015

Aroi Mak THAI

Aroi Mak THAI Chelsea Navarro

Aroi Mak THAI 1

TABLE OF CONTENTS

INTRODUCTION

Introduction.................................3 Logotypes ....................................6

Primary Logotype Secondary Logotypes Minimum Sizes Buffer Size

Inappropriate Uses

Identity System............................20

Graphic Elements Primary Palette Secondary Palette

Typefaces

Business System............................26 Business Cards Letterhead Envelope

Application...................................32 Outdoor Menu Flyer Website Signage

Aroi Mak Thai is a Thai restaurant located in Los Osos that serves Thai cuisine and promotes Southeastern Asian art. Its main message is serving fresh meals, connecting with customers with different media and exposing customers to Southeastern Asian art. The restaurant targets the older audience that live around the Baywood Park area and as well for the younger audience who are visiting the area. Many customers value a fast yet receive authentic food in the service. The restaurant also focuses on connecting with its customer and providing their needs which will be connected through social media and other means on media. The restaurant is also surrounded with various Asian art artifacts that brings people to have a peaceful and calm mealtime at their visit.

Purpose of Manual This manual will teach people how to implement the design solutions properly. The manual will show users the proper use of the logotypes and its restrictions. This will also show the proper use of graphic elements, images and typefaces that will maintain the design system of this restaurant. Examples of how the design are implemented with a business card and letterhead applications and other applications will be included.

Overall Solution In order to fulfill these goals, changes were made to improve the design and business aspect of the restaurant. In the business aspect, there were some changes in the system that needs to be changed. Firstly, we now accept credit cards and ATM cards to accomodate the customers more. Secondly, we open on the Saturdays so people more customers have the opportunity try our food. Lastly, we switched to sustainable materials because we used many takeout boxes in the business, it would be better to contribute to the environment by having sustainable utensils and boxes. In terms of design goals, the restaurant will be advertising more through newspapers and magazines to reach out to the older audiences. It also has different social medias such as Facebook and Yelp where it will focus on interacting and taking opinions of fellow customers. In addition, there will be a website where people can learn more about the restaurant and even send their own opinions about the store through the contact page. Furthermore, the restaurant will install new signage that will help direct people to the dining area that not many people know of. This signage will help people visit the dining area that is filled with various Asian art and also the shrine behind it that also has more Asian art.

LOGOTYPES

Aroi Mak THAI PRIMARY LOGOTYPE

Aroi Mak THAI

60% Aroi Mak THAI

20% 80%

Aroi Mak THAI

Aroi Mak Aroi Mak THAI THAI

65%

90%

Use the primary logo in designs as much as possible. If there is an opportunity for the logo to be in this format, take the chance. The tinted version of the mark must only be used if tinted printing is allowed and if one color is used. Use the black and white logo only if black and white printing is allowed and no tint.

Aroi Mak Aroi Mak THAI THAI

Aroi Mak THAI Aroi Mak THAI

Aroi Mak THAI

AroiMak Mak Aroi Aroi Mak THAI AroiTHAI MakTHAI THAI

Use these colors freely while designing on different background. The dark colors such as red, dark brown and black should only be used in lighter background colors. The lightest color, yellow, should only be used for darker backgrounds.

Aroi Mak THAI Aroi Mak THAI Aroi Mak THAI 8

Aroi Mak

Aroi THAI Mak THAI Aroi Mak Aroi Mak Aroi Mak THAI

THAI THAI

Aroi Mak THAI Aroi Mak THAI Aroi Mak THAI

Aroi Mak SECONDARY LOGOTYPES THAI

Aroi Mak Aroi Mak THAI THAI

Aroi Mak THAI

Use the horizontal landscape when it is very appropriate in the design. If vertical format of the design is taking a lot of space in a design, switch to landscape. Maintain the type format of the logo.

60% 65% 20% 90% 80%

Aroi Mak THAI Aroi Mak THAI

Aroi AroiMak Mak AroiMak Mak Aroi THAI THAI THAI THAI Aroi Mak Mak Aroi Mak Mak Aroi Aroi

THAI

65%

THAI THAI

90%

Aroi Mak THAI Aroi Mak THAI Aroi Mak Mak THAI THAI Aroi Aroi Mak THAI Aroi Mak THAI Aroi THAI AroiMak Mak THAI

Aroi AroiMak Mak 10

Aroi Aroi Mak Mak THAI THAI

Aroi Mak Aroi Mak THAI THAI

Aroi Mak THAI

Aroi Mak Aroi Mak THAI

Aroi Mak THAI Aroi Mak THAI Aroi Mak THAI 11

65%

Use any of these three logotypes if the base or landscape being design on is small such as a keychain. Use these logotypes if type or symbol cannot fit into the design. Still maintain the color scheme and tinted colors of these logotypes.

Aroi Aroi Mak Mak THAI THAI

Aroi Mak Aroi Mak THAI THAI

Aroi Mak

Aroi Mak Aroi Mak THAI THAI

THAI Aroi Mak Aroi Mak THAI THAI

Aroi Mak THAI Aroi Mak THAI

i Mak HAI

Aroi Mak THAI

Aroi Mak THAI Aroi Mak THAI

Aroi Mak Aroi Mak Mak Aroi THAI Aroi Mak THAI THAI THAI Aroi Mak THAI Aroi Mak THAIAroi Mak 12

THAI

THAI Aroi Mak THAI

Aroi Mak Aroi Mak THAI THAI THAI Aroi Mak THAI Aroi Mak THAI Ar Aroi Mak Aroi Mak THAI Aroi Mak THAI THAI Aroi Mak THAI Aroi Mak THAI Aroi Mak THAI Aroi Mak Mak THAI THAI Aroi Mak THAI Aroi Aroi Mak THAI Aroi Mak THAI Aroi Mak THAI Aroi Mak Aroi Mak 13

Aroi Mak Aroi Mak THAITHAI

MINIMUM SIZES AroiMak Mak Aroi Mak Aroi THAI THAI THAI

Aroi Mak THAI Minimum size: 1.25 in wide

Aroi Mak THAI

Aroi Mak THAI 14

Aroi Mak THAI

Minimum size: 2 in wide

Aroi Mak THAI

AroiMak MakTHAI Aroi THAI

Minimum size: 2 in wide

Aroi Mak THAI Aroi Mak Aroi Mak THAI THAI

Aroi Mak THAI

Minimum size: 1.25 in wide Aroi Mak Aroi Mak THAI THAI

Aroi Mak Aroi Mak Aroi Mak Aroi Mak THAITHAI THAITHAI If background is a dark color such as a dark brown or dark red, change the colors of THAI into ONLY yellow

If background is a dark color that are close to the dark colors of the logo such as brown, red or dark grey, change all the colors into yellow.

Aroi Mak THAI

Aroi Aroi MakMak THAI

Aroi Mak THAI

kaM io I AH

kaM i I AH kaM iorA I AHMak T THAI Aroi

kaM iorA I A HT

Aroi MakAroi Mak Mak Aroi Mak THAI THAI AroiTHAI THAI

kaM iorA I A HT

IAHT kaM iorA

Aroi Mak Aroi Mak THAI THAI

kaM iorA I A HT

Aroi MakAroi Mak THAI THAI

Aroi Mak Aroi Mak THAI THAI

kaM iorA I A HT

Aroi Mak THAI

kaM iorA I A HT THAI Aroi Mak Aroi Mak Aroi MakkaM ior k aM iorA THAI THAI I A HT I A HT THAI Aroi Mak THAI UseAroi the wordMak “Thai” as reference for the buffer space for this logotype.

kaM ior I A HT

THAI

THAI THAI THAI Aroi Mak THAI THAI THAI Aroi Mak Aroi Mak Aroi Mak THAI Use the letter ‘o’ asTHAI a reference forTHAI Aroi Mak Aroi Mak the buffer space for this logotype. Aroi MakAroi Mak Aroi Mak

THAI Aroi Mak

kaM iorA I A HT

Aroi Mak kaTHAI M iorA I AHT Aroi Mak

Aroi Mak THAI

Aroi Mak Aroi Mak Aroi Mak

kaM ior I A HT

Aroi Mak THAI Use the first two words “Aroi Mak” as THAI a reference for the buffer space of the Aroi Mak primary logo. THAI

kaM iorA I A HT

Similarly to the primary logo buffer, use the first two words “Aroi Mak” of the horizontal mark as buffer space reference.

THAI THAI THAI THAI THAI THAI THAI THAI THAI THAI THAI Aroi Mak Aroi Mak Aroi Mak Aroi Mak THAI THAI THAI THAI THAI Aroi Mak Aroi Mak Aroi Mak Aroi Mak Aroi Mak THAI THAI Mak Aroi Mak THAIAroi Aroi THAI Aroi MakMak Aroi Mak Aroi Mak kaM iorA I A HT

Aroi Mak

IAHT Aroi kaMMak iorA THAI THAI THAI Aroi Mak THAI THAI Aroi Mak Aroi Mak THAI IAHT kaM iorA Aroi Aroi Mak AroiMak Mak THAI

THAI AroiTHAI Mak Aroi MakAroiTHAI Mak THAI THAI Aroi Mak Mak AroiAroi MakMak Aroi Aroi Mak Aroi MakAroi Mak

kaM iorA I A HT

kaM iorA

kaMIiA orH AT I A HT

kaM iorA

IAHT kaM iorA

IAHT kaM M iioorrAA I A HT

kaM iorA Aroi kaM iorA Mak THAI I A HT I AH T THAI THAI Mak THAI THAIAroi Mak Aroi Mak Aroi Mak THAI THAI Aroi MakAroi Aroi Mak

kaM iorA I A HT

THAI THAI Aroi Mak Aroi Mak

Aroi Mak Aroi Mak Aroi Mak THAI THAI THAI THAI Aroi Mak THAI THAI Aroi Mak Aroi Mak Aroi Mak THAI THAI Mak Aroi Mak THAIAroi THAI THAI Aroi Mak Aroi Mak THAI Aroi Mak kaM io I A HT

kaM io I AH

Aroi MakAroi Mak

BUFFER SIZES

kaM iorA I A HT

kaM iorA

Aroi MakAroi Mak

kaM iorA I A HT

AroikMak Aroi Mak aM iorA

Aroi Mak THAI

INAPPROPRIATE USES

Aroi Mak THAI

Use a lighter color from the palette to make darker colors standout in a dark background. Do not have dark colors on dark backgrounds.

Aroi Mak THAI

Aroi Mak Aroi Mak THAI

Aroi Mak Aroi Mak Aroi Mak THAI THAI

In the horizontal logo, keep the symbol on the left. Do not place the fire original logotype. Do not symbol on the right or any change any of the Aroi Makother place around the Aroi Mak proportions in the logo THAI words. The symbol should other than its THAI whole size. maintain in the left and centered top.

Aroi Mak Aroi Mak THAI

THAI

Aroi Mak THAI

THAI

Aroi Mak THAI

THAI

Aroi Mak Use colors from the Keep things proportional Aroi Mak THAI primary or secondary color and consistent like the THAI

THAI

Aroi AroiMak Mak THAI THAI

Mak Aroi Mak AroiAroi MakMakAroi Aroi Mak THAI THAI THAI THAI THAI palettes. Do not use any colors outside of those palettes since the colors in the palette were chosen for working well together.

Aroi Mak THAI

Aroi Mak

Keep the logo flat. Do not make any 3D effects on the logo as it makes the logo look less appealing.

Aroi Mak THAI

Use different variations of the logotype for certain formats. Do not stretch the logo type to fit into a space. Choose a different logotype position.

Aroi Mak THAI

AroiMak Mak Aroi THAI THAI Keep the logotype left align or right align. Do not make it right align the logo text.

Aroi Mak THAI

Aroi Mak Aroi Mak THAI THAI Keep the logo flat. Do not make any effects on the logo. Maintain the way it looks, flat and simple.,

Aroi Mak THAI 19

IDENTITY SYSTEM

GRAPHIC ELEMENTS

The graphics shown above are used on the business system. When using these graphic elements, it is better to use them at a smaller scale due to their simplistic design.

PRIMARY PALETTE

SECONDARY PALETTE

CMYK: 17, 98, 98, 2 RGB: 192, 38, 39 Hex: # BE2627

CMYK: 63, 55, 54, 28 RGB: 89, 89, 89 Hex: # 595959

CMYK: 2, 15, 20 0 RGB: 247, 218, 198 Hex: # F6D9C6

CMYK: 7, 46, 81, 0 RGB: 232, 152, 73 Hex: # E89848

CMYK: 0, 20, 96, 0 RGB: 255, 202, 27 Hex: # FFC91B

CMYK: 44, 65, 96, 47 RGB: 95, 63, 25 Hex: # 5F3F19

CMYK: 13, 41, 67, 3 RGB: 213, 153, 99 Hex: # C6772E

CMYK: 36, 92, 84, 56 RGB: 93, 23, 23 Hex: # 5D1717

TYPEFACES ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Frutiger LT STD family

Adobe Caslon Pro

Use the Frutiger type face for designs such as posters, websites, and signage. Never use any other sans-serif for designing. As for the Adobe Caslon typeface, only use this typeface for the letterhead text.

BUSINESS SYSTEM

Business cards BUSINESS CARDS The symbols in the business cards are related to Southeastern Asian art specifically Buddhism. Any image that is 2-dimensional and related to art can be put centered on the top of the card. The image should take about half of the cardâ&#x20AC;&#x2122;s length. As for the text, there should be basic information such as name, job title, cell/home number and email address.

1.5 in

Chelsea Navarro

Condensed 17/20 pt Condensed 11/12 pt

Owner

415.554.1234

Light Condensed 15/18 pt 0.33 in (2p0)

chelseanav@aroimakthai.com

Condensed 12 pt

Aroi Mak Thai Aroi Mak Thai Aroi Mak Thai Aroi Mak Thai

Aroi Mak

LETTERHEAD THAI

THAI

Aroi Mak THAI 1.5 in

Aroi Mak THAI 0.3056 in (1p10)

805.528.6647 1288 2nd St Los Osos, CA 93402

Bold Condensed 13pt 0.0833 in (0p6) Light Condensed 10/12pt

0.25 in (1p6)

aroimakthai.com

Aroi Mak THAI 28

Aroi Mak THAI Aroi Mak THAI

Light Condensed 11pt

This is the back of the business card that almost has the same the front. Basically the logo needs to take almost half of the business cardâ&#x20AC;&#x2122;s length while the rest of the information has the text. The text on the bottom must have the phone number, address, and website name of the restaurant.

3.3 in

Aroi Mak THAI

1.27 in

Aroi Mak THAI 1.53 in (9p2)

THAI

0.625 in (3p9) 1288 Second St Los Osos, CA 93402 805.555.6555 aroimakthai.com

Light 11/13 Bold 11/13 Light 11/13

Aroi Mak THAI

The letterhead starts of with the horizontal logotype and the basic info of the restaurant such as the address, phone number, and website address. The letter part of the document must be in black so the receiver can see the text well.

Deborah E. McDonald Professor of Design Department of Art and Design California Polytechnic University San Luis Obispo, CA 93407 2 December 2015 Dear Ms. McDonald,

Aroi Mak THAI

Aroi Mak

Aroi Mak THAI

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure.

Adobe Caslon Pro Regular 11/13

Aroi Mak THAI

Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Sincerely, Joanna Ming joannaming@aroimakthai.com

Aroi Mak

THAI

Aroi Mak

THAI

Aroi Mak

THAI

ENVELOPE This envelope has the dimensions of 4.125 by 9.5 inches. Follow the post office standards when designing envelopes or postcards.

Aroi Mak THAI

805.555.6555 aroimakthai.com

Aroi Mak THAI

Deborah E. McDonald Professor of Design Department of Art and Design California Polytechnic University San Luis Obispo, CA 93407 2 December 2015 Dear Ms. McDonald,

Aroi Mak THAI

1288 Second St Los Osos, CA 93402

Aroi Mak THAI 1288 Second St Los Osos, CA 93402

Aroi Mak THAI

1.6 in x 0.66 in Light 11pt

Aroi Mak THAI 1288 Second St Los Osos, CA 93402

Sincerely, Joanna Ming joanming@aroimakthai.com

Aroi Mak THAI 805.528.6647 1288 2nd St Los Osos, CA 93402

aroimakthai.com

Aroi Mak THAI

Kelly Gonzales

Joanna Ming

805.544.1934

415.554.1234

Cook

Aroi Mak THAI

kelly@aroimakthai.com

Owner

joanming@aroimakthai.com

Aroi Mak THAI

APPLICATION

Aroi Mak THAI

OUTDOOR MENU FLYER Sawadee (Hello) Aroi Mak Thai is a food to-go-establishment with bits of Asian artifacts, art, and collectibles for show and sale. We focus on serving the highest quality rice and noodle dishes with pride and integrity, and bring nice home cooked meals. We hope you will enjoy our foods and come back often.

Aroi Mak THAI

Aroi Mak THAI PLEASE HELP AROI MAK THAI Phone in your dinner order early! Our restaurant is very small and our customers are many. Please plan ahead and be patient. Thank You Chelsea

Aroi Mak THAI

1288 Second St. Baywood Park, CA 93402

(805) 528-6647

Monday - Saturday 11:00 AM - 7:30 PM Closed on Sundays Call for Holiday Hours

Accepts Credit Cards, ATM Cards, Cash and Checks

CURRIES MONDAY: Red Curry

chicken, bamboo shoots, coconut milk, red curry paste, basil, butternut squash

TUESDAY: Green Curry

chicken, bamboo shoots and eggplants, coconut milk, green curry paste

WEDNESDAY: Panang Curry

beef, coconut milk, panang curry paste, keafer lime leaf, red bell pepper, with a side of steamed broccoli

$11.50 THURSDAY: Masaman Curry

chicken, red potato, peanuts,onions, coconut milk, tamarind juice,masaman curry paste

FRIDAY: Yellow Curry

chicken, red potato, tomato, sweet pepper, coconut milk, yellow curry paste

SATURDAY: Pineapple Curry chicken, red potato, tomato, sweet pepper, coconut milk, yellow curry paste

WEBSITE

RICE DISHES Served with Jasmine Steamed Rice Substitute Brown Rice: +$1.50

Chicken, Beef, or Pork Fried Rice

Pad Grik Gai (hot)

$9.50

$9.95

Veggir Stir-Fry with Chicken, Beef, or Pork

Pad Kra Prao (hot & spicy

onion, egg, chicken, beef, or pork

mixed vegetables sauteed with fish sauce and oyster sauce

$10.25

Tofu Stir (vegetarian)

mixed vegetables, tofu, onion, and ginger

chicken, beef, or pork with sauteed green chiles, and onion

chicken, beef, or pork sauteed with garlic, spicy chili paste, basil, onions, black soy sauce $10.75

Chicken and Rice (Kidâ&#x20AC;&#x2122;s Meal) $6.00

$9.50

Pad Prik King (spicy)

chicken, beef, or pork with sauteed green beans, curry, and lime leaf

$9.95

NOODLES Pad Se-eiw

flat noodles with chicken, beef or pork, broccoli, sweet black sauce, and egg

Pad Kee-Mow (spicy)

$9.75

$14.50

lunch

dinner

Pad Thai

small rice noodles with chicken, beef, or pork, egg garnish, ground peanut, bean sprouts, cabbage

flat noodles with chicken, beef, or pork, egg, chili paste, basil, tomato, red bell pepper

Any noodle order may be prepared upon request

EXTRAS Side Brown Rice $3.00 Side Steamed Rice $1.75 Hot Tea, Thai Iced Tea $1.75 Coffee/One Free Refill $1.75 Extra Vegetables $3.00

Extra Chicken $4.00 Black Tiger Shrimp $2.00 each Vegetarian/Chicken $1.25 each

(must be ordered with a meal)

Any change or substitution will be an extra charge 10% service charge for ten orders or more

SIGNAGE 1 sided floor sign Material: Laminated Wood Material: Glued Laminated Paper Must repaint as paint wears off Material: Concrete Floor Paint

Aroi Mak THAI

Follow Buddha’s footprints to the 14 in

Dining Area

17.5 in

Aroi Mak THAI

Follow Buddha’s footprints to the

Dining Area

4 in

20 in 3 – 4 in 9 in