GRAPHIC STANDARD
MISSION We are a NU wave of vegetarian products. NU Foods has an array of frozen products along with ready to eat food. With attractive, sustainable packages - eating our products has never looked so fresh.
TABLE OF CONTENTS 3
VISUAL IDENTITY 4 6 7 8
9
BUSINESS SYSTEM 10 11 12
13
Business Card Letterhead Envelope
ADVERTISEMENT 14 15 16 17
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Logo Color Palette Typography Pattern
Standard Streets One The Go Stores
VISUAL IDENTITY VISUAL IDENTITY | 3
LOGO The entirety of NU + another word should be used when as a logo. Convert the established text to be expanded to accurately center words. The TO GO and FROZEN variations are to be used solely when labeling these products, otherwise NU FOODS is to be used in general.
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Variations
UNACCEPTABLE
Do not change the color
Do not distort the letters
Do not rotate
Do not remove “foods” when used as a logo
VISUAL IDENTITY | 5
COLOR PALETTE Use the colors from the left column for all logos. From the right column, the lighter green is used for background and the darker green is used for the NU pattern. No alteration is to occur with the colors, such as opacity change. The black used is set at 90%.
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Logos
Pattern CMYK: 80 / 1 / 92.5 / 0
CMYK: 58 / 0 / 68 / 0
RGB: 14 / 175 / 85
RGB: 112 / 194 / 126
#0eaf55
#70c27e
CMYK: 23/ 100 / 85 / 16
CMYK: 72/ 0 / 92/ 0
RGB: 169/ 30/ 48
RGB: 70/ 183/ 84
#a91e30
#46b754
CMYK: 76 / 7.5 / 39 / 0
CMYK: 0 / 0 / 0 / 90
RGB: 17 / 173 / 169
RGB: 65 / 64 / 66
#11ada9
#414042
Phenomena
TYPOGRAPHY Logo font is Phenomena with 25 tracking. All other text uses Gotham Rounded Light at 10 pt size with Optical Kerning. Headings and highlights use Gotham Rounded Medium. Phenomena is to be used sparingly to not compete with the logo or pattern.
ABSCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz 123456789?!@#$%&
Gotham Rounded Light ABSCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz 123456789?!@#$%&
Gotham Rounded Medium ABSCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoqrstuvwxyz 123456789?!@#$%&
VISUAL IDENTITY | 7
PATTERN Use the pattern appropriately. The simpler the better, but where embellishment is needed use the pattern. Background color is found in the color palette and use appropriately as well.
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BUSINESS SYSTEM BUSINESS SYSTEM | 9
BUSINESS CARD Use pattern template for the front of the business bard. Use pattern strip template for bottom portion of the back of the card. Logo is centered on the pattern. Gotham Rounded Light is used for informational text with 16 leading. Employee name uses Gotham Rounded Medium in all caps.
CHRISTIAN QUINTANA Creative Director
cquintana@gmail.com (949) 633-0368 28501 La Alcala Laguna Niguel, CA 92677
10 |
LETTERHEAD Gotham Rounded Light is used for the body at 10 with 14 leading and Optical kerning. The pattern template masks the back of the letterhead.
Jane Smith Portland Business Alliance 200 SW Market St Portland, OR 97201
Greetings Mr Smith, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus elementum elementum ullamcorper. Donec pharetra felis a ex facilisis ultricies. Nullam elementum tempor quam non consectetur. Nunc efficitur, ante in pharetra rutrum, lorem elit dapibus augue, in facilisis odio urna ut neque. Sed eu pharetra mauris. Maecenas facilisis metus id mollis facilisis. Etiam tellus nulla, tincidunt sed aliquam nec, commodo id elit. Nulla arcu nisi, efficitur vel massa in, gravida feugiat metus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras ullamcorper ornare neque sit amet auctor. Cras mollis posuere ex ac convallis. Quisque posuere massa diam, non maximus dolor lobortis ut. Vivamus vitae ante eget neque efficitur lobortis. Integer ut lorem et ante placerat fermentum at vel turpis. Duis eget imperdiet arcu. Mauris maximus enim sit amet pulvinar cursus. Vivamus ullamcorper vulputate commodo. Praesent sed ultrices nisl, aliquam ultricies ante. Nam imperdiet, elit sed pharetra sodales, velit ante ultricies dui, ut laoreet mi urna ut mi. Phasellus pellentesque posuere justo, vitae dignissim nisl. Integer vestibulum lobortis libero a ultrices. Mauris nec ullamcorper mauris. Cras ullamcorper eu velit at ornare. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Vivamus interdum justo quis purus dapibus tempus. Vestibulum imperdiet felis nec libero eleifend ultrices. Donec commodo, velit sed tincidunt eleifend, metus ipsum auctor augue, eu tempor erat arcu vitae nunc. Phasellus risus justo, eleifend sed diam non, mollis rutrum turpis. Proin quis lorem eget ipsum facilisis sodalesPellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Vivamus interdum justo quis purus dapibus tempus.
Sincerely,
Christian Quintana Creative Director
BUSINESS SYSTEM | 11
ENVELOPE Gotham Rounded Medium is used for the text 10 with 18.75 leading and Optical kerning. The pattern template masks the back of the envelope.
NU Foods 28501 La Alcala Laguna Niguel, CA 92677
Jane Smith 200 SW Market St Portland, OR 97201
12 |
ADVERTISEMENT ADVERTISEMENT | 13
STANDARD AD Use this as a guideline for all advertisement. This uses the pattern and colors from the pattern palette.
14 |
STREET ADS Our clean, but modern pattern and logo will be featured all throughout the country. Our slogan “never looked so fresh� will be attached to most, if not all, advertisement. Use appropriate judgment for its placement.
BUSINESS SYSTEM | 15
ADS ON THE GO Busy transportation hubs will also feature our signature ads. Using this template for ads will allow us to become a recognizable identity. Our vehicle used to deliver our fresh products features the same design.
16 |
STORE FRONT Our company hopes to expand to stores and restaurants. With an active voice in the vegetarian and green community, the NU company will feature healthy, quick, and delicious food as well as merchandise and on the go items.
BUSINESS SYSTEM | 17
Christian Quintana | DES 116 | Spring 2017