Version 1 2022
Graphics Standards Manual
February
Content
01 Introductuion
07
02 Trademark
Overview Wordmark Brandmark Colors Size Positioning and spacing Correct usage Incorrect usage
11 12 13 14 15 16-17 18 19
03 Typography
Overview Typefaces Sizes
23 24-25 26-27
04 Color System
Color System
31-39
05 Stationary and Forms
Overview Letterhead and envelope Business card Merchandice tags
43 44-45 46 47
06 Clothing
Uniforms T-shirts Hats Aprons
07 Transportation
Delivery van Delivery scooter
50 51 52 53 56-57 58-59
1
2
Content
08 Packaging and Dining
Pizza box Carry outs Plates Napkins Cups
09 Merchandise
Pizza dough Pasta Sauce
62-63 64 65 66 67 70 71
3
4
5
Introduction
6
What is a graphics standards manual? A graphics standards manual provides an overview and best practices for visual assets of a brand. Alternative names for this manual include: brand style guide and brand identity guide. You may now be wondering what is a brand? A brand I the visual life blood of an organization. It is the visual experience that a company uses to entice new and established clients to make the best product being offered. This strongly applies to the Rest in Pizza brand. This manual will serve as a practical information resource which will provide the guidelines and tools
to successfully market the Rest in Pizza brand. This manual provides you with a sense of identity and soul of the Rest in Pizza brand. From international marketing to in house presentation use, this manual will give you all the tools you need to make sure your concept meets the graphics requirements for Rest in Pizza. If these guidelines and tools are not utilized consistently, the brand will weaken and eventually fail. The following sections contain valuable information in regards to making Rest in Pizza a branding success.
Introduction
7
8
9
Trademark
10
The Rest in Pizza trademark and wordmarks are the core assets of our brand. It serves as a main component in our communications system. Through consistent and repetitive use as both a brand signature and design element, the trademarks and wordmarks serve as a visual shorthand that identifies and visually embodies the Rest in Pizza activities, achievements, land goals. The consistent use of the trademark is the key to Rest in Pizza’s success. Any alterations not specified in this manual
are a detriment to the Rest in Pizza brand. Rest in Pizza lives through two signature design elements, the trademark and its companion wordmarks. With these elements combined, the Rest in Pizza company is represented as a whole.
Trademark Overview
11
Wordmark
12
The wordmark of a company is the typographic name representing the brand. The Rest in Pizza wordmark is the culmination of the thorough typographic research with an examination of each letter’s attributes and its relation to the letterforms. The main body text is set in Misery regular and the subtitle is set in Futura book. The selective pairing of type perfectly express and convey the personality of Rest in Pizza both on an institutional and professional and personal level.
The trademark is the visual element used as a supporting design with the wordmarks. The trademark measures equally to the wordmark when used together to further harness their cohesiveness. These marks are visually maintained with integrity and correspond to all set guidelines of the Rest in Pizza company. In certain instances, the trademark may be used without the wordmark. Guidelines for its use in this manner can be found in future sections of the manual.
Trademark
13
Colors
14
Below are the standard colors used throughout this manual. For use on light backgrounds the trademark will be left as is and the wordmark will be in the darkest brown. For use on dark backgrounds, the trademark will stay the same and white will be used for the wordmark. The main colors of the trademark are meant to lend itself to the earthly natural qualities pizza has to offer. With the earthy colors a playful hint of beyond the grave is implied to enhance the trademark niche name.
The Rest in Pizza trademark is designed to be scaleable across multiple forms of media. For all uses please refer to the positioning and spacing section on pg.
Size
Tangible materials: Smallest size allowed is Largest size allowed is Digital assets:
Smallest size allowed is Largest size allowed is
15
Positioning and Spacing
Clear Space: The Rest in Pizza trademark must be allowed enough space for clarity of visual expression. The ideal clear space around the trademark is represented by a circle with an x in it that measures .5 inches. With smaller uses of the trademark allowing half of the x space is acceptable. An example when a downsize in clear space may be needed is placing the trademark on a pen. Positioning:
X
As a rule, the trademark is to be centered. With some media this may vary, however. Be sure to observe the guidelines for specific trademark placement found in this manual.
Width: 0.5” inches
X
X X
X
16
Positioning and Spacing
X
Width: 0.5” inches
X
X X
X
17
Correct usage
18
The trademark may only be used in the defined ways. The trademark can be used as one trademark or a combination of trademark and wordmark. It can appear on either a red, black, or white background and must adhere to the correct color, sizing, positioning, and spacing.
The trademark must not be altered or distorted in any way. The effectiveness of the trademark depends on consistent and correct usage as outlined in this manual. Some visual examples of incorrect trademark usage are shown below. The trademark must never: be broken by a super imposed pattern, outlined, shadowed, photographically distorted in any way, shown on a gradient background, set as a gradient, used on a vertical axis etc.
Incorrect usage
19
20
21
Typography
22
Typography and typographic elements are the bedrock of any publication. The structure of typography guides publications into their logical locations and relationships. This culminates in a harmonious visual experience.
for the trademark is Misery regular and its subtext is Futura book. Futura book is also used throughout this manual.
Typography Overview
In this section there are four pages devoted to the Rest in Pizza typography styles and a sample setting of each. Each typeface has a specific reasoning and should be used accordingly. The base typeface
Futura
Misery
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890
1234567890 !@#$&*+!@#$%^&*()_+-= =;:,./? 23
Typefaces
The misery typeface is part of the eroded style of ornamental type. It was created by Azkarizki and released in September of 2021. It consists of 57 glyphs and 86 characters. This typeface is a mix of something cute with a mischief, crumbling and disorganized. It is bold with an eroded shape and is quite easy to read, even from a distance. It is suitable for horror themed displays, t-shirts, and merchandising. The misery typeface is a great fit for the Rest in Pizza brand. The playful spooky
undertones of the Rest in Pizza brand is conveyed brilliantly with the use of an ornamental eroded typeface that can liken the texture of a tombstone.
Misery Regular
24
Futura (1927), designed by Paul Renner, was chosen as the secondary sans-serif typeface for its geometric Bauhaus design. Futura is a typeface that is both easily read and will stand the test of time. Originally, a contribution to the new Frankfurtproject, Futura is based on geometric shapes, especially the circle. Futura was chosen as the secondary typeface for Rest in Pizza for its easy readability and its sans-serif qualities with minimal to no bracketing.
Typefaces
Futura Light Futura Light Oblique Futura Book Futura Book Oblique Futura Medium Futura Medium Oblique Futura Demi Futura Demi Oblique Futura Heavy Futura Heavy Oblique Futura Bold Futura Bold Oblique Futura Extra Bold Futura Extra Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+-={}[]\|:”;’<>,./?
25
Size
Choosing the appropriate size for your typeface is just as important as any other aspect of the branding parameters. The typeface size must be proportional to the item in which it is being used. Typefaces can become indecipherable when they are set too small and can be overbearing if it is set too large. Below is a range of point sizes to show the effective and ineffective sizing of the Misery typeface.
Misery regular Typeface
26
6 8 9
Point Point Point
Rest in Pizza
10 12
Point Point
Rest in Pizza
14
Point
rest in pizza
18
Point
rest in pizza
24
Point
rest in pizza
30
Point
rest in pizza
36
Point
rest in pizza
48
Point
rest in pizza
Rest in Pizza
Rest in Pizza
Rest in pizza
Choosing the appropriate size for your typeface is just as important as any other aspect of the branding parameters. The typeface size must be proportional to the item in which it is being used. Typefaces can become indecipherable when they are set too small and can be overbearing if it is set too large. Below is a range of point sizes to show the effective and ineffective sizing of the Futura typeface.
Size
Futura Book Typeface 6 8 9 10
Point Point Point Point
Rest in Pizza
12
Point
Rest in Pizza
14
Point
Rest in Pizza
18
Point
Rest in Pizza
24
Point
Rest in Pizza
30
Point
Rest in Pizza
36
Point
48
Point
60
Point
72
Point
Rest in Pizza
Rest in Pizza
Rest in Pizza
Rest in Pizza
Rest in Pizza
Rest in Pizza
Rest in Pizza
27
28
29
Color System
30
The Rest in Pizza colors are down to earth and naturally delicious. They are an extremely important element of Rest in Pizza’s identity. The main colors are red, black, and white with supporting browns and tans to ground the boldness of the main colors. White is not just empty space; it is a design element for the trademark. It is used to help the other trademark colors stand out. No other colors are permitted to be used with this design. The following pages are swatches designed to be
removable, so they can be used for reference during printing materials.
Color System
31
32
Color System
33
34
Color System
35
36
Color System
37
38
Color System
39
Color System
40
41
Stationery and forms
42
Stationery and Forms Overview
43
Letterhead and Envelopes
44
The Rest in Pizza letterhead is the standard 8” x 11” size. The trademark is used with 10/11 pt Futura book upper and lower case. The letterhead may be printed in either of the two standard wordmark color schemes. Version one is using a white wordmark on a black downward banner. Version two is using a white wordmark on a red downward banner. Contact the Rest in Pizza stationery and forms coordinator, Dusty Brains, for advice and counsel on problems related to letterhead.
The R.I.P. trademark is used with 10/11 pt Futura book upper and lower case. The envelopes may be printed in either of the two standard wordmark color schemes. Version one is using a white wordmark on a either black or red envelopes. Contact the Rest in Pizza stationery and forms coordinator, Dusty Brains, for advice and counsel on problems related to envelopes.
Envelope sizes include: #10 4 1/8” x 9 ½” for standard stationary use and 9” x 12” or 12” x 16” for catalog and mailers
Letterhead and Envelopes
45
Business Card
46
The Rest in Pizza business cards will be simple and sleek. The front side of the business card will have a solid red background with the full trademark on it. The back side of the business card will have the wordmark in the top left corner. Information for the store and contact information of the owner and or manager will be below the logo. On the right side, a small map of the store’s location will be displayed in a small section of a map for that location.
Tags for all sellable items are shown below. The rectangular tag will use the wordmark in white with a black background. On the reverse side any size or product information may be placed using white text on the black background. No other variations will be allowed. The wordmark is to be placed .5 inches from the bottom of the tag. The trademark tag, which is also a sticker, is to have a black background with the clamshell decorative boarder in red. No other variations are allowed for this tag. The connection
cord must be red and will attach to the items with black safety pins in certain instances. ( i.e. clothing)
Merchendice tags
47
48
49
Clothing
Uniforms
50
The Rest in Pizza uniform is an important part of brand identity. The uniform shirt is a standard button-down style with two breast pockets. The choice of color is red or black. The wordmark will be placed above the left breast pocket, where it will be closest to the heart. The trademark will be placed on the back of the shirt centered between the shoulder blades and at least six to eight inches from the bottom collar. The shirt will be accompanied by a team hat that is also defined in this section of
the manual. The appropriate manner in which the uniform will be worn can be found in the employee handbook. Please contact Electra Fried for more information and clothing options involving the Cia N. Hell clothing supply company.
The Rest in Pizza T-shirts are made in both black and red. The wordmark will be centered across the chest in white. The trademark is to be centered on the back of the shirt three inches from the bottom of the collar in full color. These will be offered as merchandise at the Rest in Pizza establishments. Please contact Electra Fried for more information and clothing options involving the Cia N. Hell clothing supply company.
T-shirts
51
Hats
52
The uniform hats will have a dual-colored style. One version of the hat has a black cap with a red bill and the other has a red cap and black bill. The trademark will be embroidered on the front section of the hat and the wordmark will be embroidered next to the snapback on the right side. Please contact Electra Fried for more information and clothing options involving the Cia N. Hell clothing supply company.
The Rest in Pizza aprons are designed with the main two colors of the brand and allow variety of design options. The trademark will be centered on the apron and placed one inch above the pocket portion. The R.I.P. wordmark will be placed one inch from the top and each side of the pocket and centered. Please contact Electra Fried for more information and clothing options involving the Cia N. Hell clothing supply company.
Aprons
53
54
55
Transportation
Delivery Van
56
The delivery van for Rest in Pizza is designed to allow whomever views it, not matter the side they see, to be viewing the brand. The vehicle style is short and long to resemble a hearse. The hood of the van had the trademark centered on it in full color. On each side the full trademark with wordmark will be extended along the side. On the rear of the vehicle the wordmark will be centered across the back window. The color of the vehicle would be a standard red. Visual representation for
the trademark placements are depicted below. For any questions pertaining to transportation, please contact Barry D. Live, vehicle manager.
Delivery Van
57
Food Truck
58
The Rest in Pizza food truck was chosen to match trends that are relevant to the current times. The classic spooky box style truck marries well with the Rest in Pizza trademark. The main color of the food truck is black with white accents. The R.I.P. wordmark will be white and is centered on each front door six inches from the bottom of the window. The full trademark will be placed on the top half of the sides of the truck. It will be placed on the awning door on one side of the truck, which will not be viewable
when open. The trademark will be placed on the lower access panels on each side of the truck. For any questions pertaining to transportation, please contact Barry D. Live, vehicle manager.
The delivery scooter is meant to allow for deliveries to be achieved in tighter locations and will be invaluable for use in busy cities. The body of the scooter will be red. The delivery box attached to the rear of the scooter is where the trademark will be displayed. The front and back panels of the box will have the R.I.P. wordmark as the biggest identifier of the business itself. On the sides of the box the trademark will be located to draw the eye to the pizza company. For any questions pertaining to
transportation, please contact Barry D. Live, vehicle manager.
Delivery scooter
59
60
61
Packaging and dining
Pizza boxes
62
The boxes for Rest in Pizza are colored to match the main two colors of the brand. They are designed to match the brand colors to stay uniform throughout. All three variations of trademark combinations are used on the top of the pizza boxes. They are all centered as the main focal point. For any other questions about supplies and how they should be branded, please contact Diane Rott at the supply depot.
Pizza boxes
63
Carry outs
64
Carry-out containers are to keep warm and contain hot dishes that will be offered at Rest in Pizza locations. Specific menu items will depend on the owner and manager of specific locations. The carry-out containers will be made of aluminum with a cardboard piece that can be secured in place. The full trademark will be printed on the cardboard with a metallic food grade side that will assist in keeping food warm. For any other questions about supplies and how they should be branded, please contact
Diane Rott at the supply depot.
The plates chosen for the Rest in Pizza company made to be the perfect size for a slice and can be laid out in the pattern of an eight sliced pizza. There are two designs that are used for the plates to allow for some variety. Red and black backgrounds will be used. Half of the plates will have the wordmark only and it will be placed centered along the slice edge of the plate. The other half will have the R.I.P. wordmark and the trademark and will be centered to the crust edge of the plate with the bottom of the
trademark towards the point. For any other questions about supplies and how they should be branded, please contact Diane Rott at the supply depot.
Plates
65
Napkins
66
The napkins for Rest in Pizza will be red and black with the R.I.P. wordmark on them. The wordmark is to be white and centered ¼ of the napkin when it is completely open. For any other questions about supplies and how they should be branded, please contact Diane Rott at the supply depot.
The Rest in Pizza cups will be in both red and black. The full trademark using the R.I.P. wordmark will be used on the cups and centered to each other. The trademark will be placed 1.5 inches from the bottom and the brim of the cup. Both straws and cups that will be offered will be made form biodegradable materials. For any other questions about supplies and how they should be branded, please contact Diane Rott at the supply depot.
Cups
67
68
69
Merchandise
Pizza Dough
70
There are two food products that will be offered as merchandise from the Rest in Pizza company. Pizza dough and the accompanying sauce will be available for purchase. The pizza dough packaging will be black and red with a striped accent. On the front of the package will have the full trademark and a slogan. On the back of the package will be the nutritional facts. The pizza sauce will come in a standard glass jar with a black lid and red label. The full trademark will be centered on the front of the
label with a slogan below it. On the back side of the label will be the nutritional facts. For future additions and any questions please contact Rick A. Mortis.
Pizza Sauce
71
72