VISUAL IDENTITY GUIDELINES M AY 2 0 1 3
THE IDENTITY
The visual identity of Le Capitaine Restaurant is an integral part of its image. The image of the brand is expressed in the name, logo and colours of its stationery and signage. This guide presents the key elements of Le Capitaine Restaurant Corporate visual identity and the guidelines for their use. In order for the identity to be as effective as possible, the visual identity must be consistent. This can only be achieved if the rules and specifications are observed. All communication materials must adhere to the Corporate Style guidelines. No deviation should be made from the standards laid down in this manual.
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THE IDENTITY
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THE IDENTITY
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THE IDENTITY
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THE IDENTITY
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INSPIRATIONS
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COLOURWAYS
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COLOURWAYS
C 10 M 11 Y 18 K 5 R 215 G 207 B 194 PANTONE 7527 U
C 0 M 0 Y 0 K 80 R 88 G 88 B 91 PANTONE COOL GRAY 8 U
C 28 M 100 Y 88 K 33 R 134 G 22 B 34 PANTONE 199 U
C 42 M 88 Y 82 K 66 R 73 G 19 B 16 PANTONE 7622 U
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CORPORATE TYPEFACE
ABCD123 CANTORIA MT STD
REGULAR
CHARACTERISTICS OF THE STONECUTTER'S CHISEL ARE VISIBLE IN THE SERIF SHAPES OF CANTORIA, WHICH RON CARPENTER DESIGNED FOR MONOTYPE IN 1986. CANTORIA FOLLOWS THE AMERICAN TYPE DESIGNER T.M. CLELAND'S DELLA ROBBIA (1902), ALSO BASED ON STONE-CUT LETTERS. ROUND, OPEN COUNTERS, LARGE CAPITALS, AND A WIDE RANGE OF WEIGHTS MAKE IT A GOOD CHOICE FOR A VARIETY OF DISPLAY SETTINGS.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
ABCD123 ALCEFUN REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
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PATTERN DESIGN
Version 1
20mm
Pattern minimum size
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When using the pattern the minimum width of the seamless pattern should be of 20 mm with a maximum opacity of 50%.
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20mm
Pattern minimum size Version 2
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LOGO ELEMENTS
There are two versions of the Le Capitaine logo: the logo with strapline and the logo without strapline.
All secondary Le Capitaine collateral should feature the logo without strapline shown below.
All primary restaurant collateral must feature the logo with strapline shown below. a: logotype b: strapline
a a b
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LOGO CLEAR SPACE & USAGE
In order to maximise its visual presence the logo requires a surrounding area clear of any other graphic elements or text. The minimum exclusion zone is equal to the X height of the logotype. Always allow at least this amount of clear space around the logo. It is important that this rule is observed and the exclusion zone is maintained at all times.
The ideal size for logo usage is 50 mm.
The recommended minimum clearance is to protect the logo. The logo will appear on many different applications and formats and this will help to give it clarity and presence. This is not a placement guide. It is a minimum only.
30mm
50mm
The minimum size the logo can be reproduced is 30 mm.
15X 6X
30mm
X
X
2X 5X
The minimum size the logo can be reproduced is 30 mm without the strapline.
X X ½X
½X X
X X
X
20mm The minimum size the symbol can be reproduced is 20 mm.
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UNACCEPTABLE LOGO TREATMENTS
Do not break up the “LE CAPITAINE”. The logotype must always be used as a whole.
Do not alter the strapline type. The strapline component should always be centralised under “LE CAPITAINE”.
Do not change the type spacing of the logotype.
Never stretch or distort the logotype.
Do not alter the “fish symbol” of the logotype.
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UNACCEPTABLE LOGO TREATMENTS
Do not rotate the logotype.
Do not alter colour of the logotype. It should only be in the corporate colours specified.
Do not use the logotype without the “fish symbol”.
The reversed out colour application of the logo should only be in the corporate colours specified.
Do not frame the logo
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MENU CARD
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COMPLIMENTS SLIPS
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BRANDED PRODUCT PROPOSALS
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BRANDED PRODUCT PROPOSALS
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BRANDED PRODUCT PROPOSALS
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STAFF UNIFORMS
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WEBSITE SCREEN SHOT
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WEBSITE
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MAGAZINE ADS SPECIFICATIONS 15 mm
80 mm
15 mm
Margin : 15 mm Body Font : Cantoria MT STD, 12pt Title Font : Alcefun, 32pt
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MAGAZINE ADS
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BILLBOARD
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