VISUAL STANDARDS GUIDE
3 VISUAL STANDARDS GUIDE
TABLE OF CONTENTS
VISUAL STANDARDS GUIDE
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TABLE OF CONTENTS
OUR NEW GOURMET 04 Our New Logo 06 Logo Components 08 Mark Symbolism 10 Mark System 12 Clear Space 14 Logo Variation 16 Logo Restriction 17 Reversed Logo 17 Color Palette 22 Typography Standards
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EXTENSIONS 16 Our Future 18 Brand Chart 18 Future Extensions
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Chapter 1
OUR NEW GOURMET 04 Our New Logo 06 Logo Components 08 Mark Symbolism 10 Mark System 12 Clear Space 14 Logo Variation 16 Logo Restriction 17 Reversed Logo 17 Color Palette 22 Typography Standards
OUR NEW LOGO Our new logo looks more modern, and stronger than the original logo. It represents cultural exchange.
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LOGO COMPONENTS —HORIZONTAL VERSION
Symbol
Logotype
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—VERTICAL VERSION
Symbol
Logotype
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MARK SYMBOLISM
Guide people to go out and communicate with people from different cultures.
Cultural Exchange
Lowercase “g”
MARK SYSTEM There are four official formats in our logo system: Horizontal Version, Vertical Version, Logotype, Symbol.
Horizontal Version
Vertical Version
Logotype
Symbol
CLEAR SPACE The clear space has been established to ensure logo visibility and impact. Maintaining the clear space zone between the logo and other graphic elements such as type, images, other logos, etc. Ensure that logo always appears unobstructed and distinctly separate from any other graphic elements.
Vertical Version
5X
5X X X X
5X
5X
5X
5X
Horizontal Version 5X
3.5x
5X
3.5x
5X
X X X
5X
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Logotype 5X
5X X X X
5X
5X
Symbol 5X
5X
5X
5X
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LOGO VARIATION Those are limited ways to use the new Gourmet logo on dark, light or color background.
Vertical Version
Horizontal Version
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Logotype
Symbol
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LOGO RESTRICTIONS The logo must always be displayed at a size large enough to read both the logotype and the registered trademark.
Height
10M
1M
5CM
2CM
1CM
0CM
Vertical Version
Horizontal Version
Symbol
Logotype
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REVERSED LOGO These logo version demostrate proper usage on a dark background. The reversed logo can be applied in black, red and white, or only white.
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INCORRECT LOGO USAGE
Do not delete parts of the logo.
Do not outline the logo,
Do not apply the logo to a back-
Do not stretch or distort the logo
ground where lack of contract
in any way.
diminishes legibility.
gourmet
Do not after the logo by using an unapproved front.
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Do not rotate the logo.
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Do not change the place of the wordmark.
Do not drop the shadows..
Do not switch the colors.
Do not use gradientdffects.
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COLOR PALETTE
Vertical Version
Vertical Version
CMYK: 66/56/55/37
CMYK: 0/0/0/100
RGB: 76/79/80
RGB: 0/0/0
HEX: 4b4e4f
HEX: 000000Pantone Coated:
Pantone Coated: 7540 C
Black 6 C
Pantone Uncoated:
Pantone Uncoated:
Hexachrome Black U
Neutral Black U
CMYK: 0/57/67/0
CMYK: 0/0/0/15
RGB: 246/13793
RGB: 230/230/230
HEX: f5885c
HEX: e5e6e6
Pantone Coated: 1635 C
Pantone Coated: 422 C
Pantone Uncoated:
Pantone Uncoated:
158 U
Cool Grey 7 U
TYPOGRAPHY STANDARDS
Scala Sans
gourmet Smooth, strong and plain, Scala Sans conveys a sense of friendly that can give Gourmet a brand new feeling.
Mrs Eaves
gourmet A vivid serif typeface that can help to convey a delicious feeling.
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Scala Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+
Scala Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+
Scala Sans Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+
Mrs Eaves Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+
Mre Eaves Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+
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Chapter 2
EXTENSIONS 30 Our Future 35 Brand Chart 36 Future Extensions
OUR FUTURE
MEDIA
TRAVEL
[1] Gourmet TV
[6] Gourmet Trip Advisor
Each episode of Gourmet TV show one celebrity to join us,
Gourmet Trip Advisor app helps you make up your gour-
letting them to guide us to different regions and counries
met trip in different countries and guides you to experi-
to explore the best local food and learn how to cook them.
ence different cultures and taste the best local food. It will also collaborate with Trip Adviser to promote this service.
[2] Food History Documentary
[7] Gourmet Bus Tours
We may know many cuisines from all around world, but we
Gourmet Bus Tours collaborate with Big Bus
may not know the history about them. Gourmet Food His-
Tour company that offers a gourmet route.
tory documentary record the history of food from different
In this route, you will experience a wonder-
cultural backgrounds and let us know where our daily food
ful cultural trip through tasting local food.
come from. [8] Gourmet Guide [3] Gourmet Broadcast
Gourmet Guide provides a platform that
Gourmet Broadcast encourages people to experience dif-
connects you to local foodies who can take
ferent cultures through introducing history of different
you to taste best local gourmet and share
cuisine.
their stories with you.
[4] Global Online Community
Make a plan for your long journey on the sea!
A global online community is like an online forum that get
Gourmet Cruise Lines provide you several cruise
people from different cultures together. They can commu-
lines on the sea give you a chance to explore
nicate with each other through telling others how to cook
different food from ocean. Each line has the top
their local food, so they can achieve cultural exchange.
chef offering the best ocean food for you.
[5] Gourmet Networks
Gourmet Finishing Trip takes people to the
Gourmet Networks food reporting networking include
local water spot to fishing to experience how
Facebook, Instgram, Twitter and blogs. which provide
the local people cooking all kinds of fish.
[9] Gourmet Cruise Lines
[10] Gourmet Fishing Trip
users frequent updated content, such as articles, food
[11] Homestay Plan
photography and videos. It also allows users to subscribe
Connect people with live-in hosts who open
so that people can keep track of our content.
their homes to travelers. This can help to make the world to become a better place that people can know the daily food for local people and share their cultures to each other.
VISUAL STANDARDS GUIDE
ORGANIZATION
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RETAIL
[12] Gourmet Hunger Foundation
[16] Gourmet Restaurant
Gourmet Hunger Foundation aims to help solving world
Gourmet Restaurants offers you the best local food and
hunger issues cooperating with other world hunger
tell you the food history and culture of that region.
organizations. [17] Gourmet Supermarket [13] Cultural Meet Up Group
Gourmet Supermarket offers food from other countries.
Gourmet Meet Up Group is a gathering of great people
When you want to cook exotic food, you can find raw ma-
who want cultures, food, fun and travel; meet people, learn
terials in Gourmet supermarket, and it also sells precooked
from other cultures.
food for your convenience.
[14] Gourmet Food & Beverage Foundation
[18] Gourmet Online Store
The Gourmet Food & Beverage Foundation is a educational
Gourmet Online Store offers various cooking & dining
and cultural organization dedicated to the discovery, un-
supplies from different countries. Before you place your
derstanding and celebration of food, drink and its related
order online, the site will tell you the history about the
culture and folklife in America and the world.Â
items you want to buy.
[15] Global Food Forum
[19] Gourmet Kitchen
Global Food Forums organizes in-person
Gourmet Kitchen is a chain of retail stores, dealing with
seminars and conferences for the global food,
cooking & dining supplies from different countries. People
beverage and nutritional products markets.
in the store can see cooking shows and taste different food
Our conferences provide a rare combination
of different countries.
of strategic insights and actionable data on new product development, emerging industry and
[20] Cooking & Dining Supplies
consumer trends, technologies, regulations and
Gourmet Cooking & Dining Supplies brand
operational excellence.
produces different tablewares from different cultures.
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OUR FUTURE
EVENT
EDUCATION
[21] Gourmet Beverage Carnival
[27] Gourmet Cooking School
Each year, Gourmet Beverage Carnival is a celebration that
A Gourmet cooking school offers online and onsite course
you can taste different beverages from all over the world
that teaches you how to make different food.
and celebrate with different people, meet different cultures. [28] Etiquette Course Program [22] Gourmet Food Festival
Etiquette Course Program provides various table man-
Food Festival offers a chance to let people communicate
ners courses that teaches you how to behave in special
face to face. They also can explore different food from
occasions. The program will also provide summer camp
different countries, and taste them.
that take students traveling to countries to experiencing different cultures.
[23] International Summer Camp Gourmet will cooperate with travel company to run an
[29] Food & Beverage Exposition
three-week summer camp that take people to other coun-
Sponsored by the Gourmet, the Gourmet Food and Bev-
tries to and explore different cultures through visiting
erage Expo connects industry buyers with specialty food
and experiencing different local restaurants.
and beverage products from all over the world.
[24] Domestic Summer Camp
[30] Food & Beverage History Museum
Two-week summer camp guides you to explore different
Sponsored by the Gourmet, the Gourmet Food and Bev-
from your country. Gourmet Domestic Summer Camp
erage Expo connects industry buyers with specialty food
provides many travel plans for you so that you can explore
and beverage products from all over the world.
different places in your country and know the local food. [25] Gourmet Competition Gourmet Competition is a cooking competition that encourage all kinds of people who is good at cooking to join. [26] Your Gourmet Chef Your Gourmet Chef is a service that offers you personal chef any event. You can choose what kind of chef you want through our app, website or make phone call.
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BRAND CHART
MEDIA
RETAIL
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[1] Gourmet TV Show
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[16] Gourmet Restaurant
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[2] Food History Documentary
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[17] Gourmet Supermarket
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[3] Gourmet Broadcast
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[18] Gourmet Online Store
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[4] Global Online Community
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[19] Gourmet Kitchen
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[5] Social Networks
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[20] Cooking & Dining Supplies
TRAVEL
EVENT
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[6] Gourmet Trip Advisor
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[21] Gourmet Beverage Carnival
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[7] Gourmet Bus Tours
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[22] Food Festival
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[8] Gourmet Guide
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[23] International Summer Camp
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[9] Gourmet Cruise Lines
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[24] Domestic Summer Camp
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[10] Gourmet Fishing Trip
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[25] Gourmet Competition
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[11] Homestay Plan
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[26] Your Gourmet Chef
ORGANIZATION
EDUCATION
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[12] Gourmet Hunger Foundation
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[27] Gourmet Cooking School
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[13] Cultural Meet Up Group
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[28] Etiquette Course Program
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[14] Gourmet Food & Beverage
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[29] Food & Beverage Exposition
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[30] Food & Beverage History Museum
Foundation C
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[15] Global Food Forum
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CULTURAL EXCHANGE
CREATE
[17]
[18]
[14]
[20]
[12]
[25]
[26]
[13] [23]
[30]
[24]
[21]
[10] [19] [22] [28]
[8]
[29]
[15]
[1]
[16] [5]
[2]
[7]
[4]
[27]
[11] [6]
LEARN
[3]
[9]
ENJOY
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FUTURE EXTENSIONS Gourmet Supermarket Gourmet supermarket offers food from other countries. When you want to cook exotic food, you can find raw materials in Gourmet supermarket, and it also sells precooked food for your convenience. C
L
E
FUTURE EXTENSIONS Cooking & Dining Supplies Gourmet cooking & dining supplies brand produces different tablewares from different cultures. C
L
E
FUTURE EXTENSIONS Gourmet Kitchen Gourmet kitchen is a chain of retail stores, dealing with cooking & dining supplies from different countries. People in the store can see cooking shows and taste different food of different countries. C
L
E
FUTURE EXTENSIONS Gourmet Cooking School A Gourmet cooking school offers online and onsite course that teaches you how to make different food. C
L
E
FUTURE EXTENSIONS Gourmet Bus Tours Gourmet bus tours cooperate with Big Bus Tour company that offers a gourmet route. In this route, you will experience a wonderful cultural trip through food and taste various local food. C
L
E
FUTURE EXTENSIONS Gourmet Cruise Lines Make a plan for your long journey on the sea! Gourmet cruise lines provide you several cruise lines on the sea give you a chance to explore different food from ocean. Each line has the top chef offering the best ocean food for you.
FUTURE EXTENSIONS Food Festival A food festival offers a chance to let people communicate face to face. They also can explore different food from different countries, and taste them. C
L
E
FUTURE EXTENSIONS Cooking Competition Gourmet competition is a cooking competition that encourage all kinds of people who is good at cooking to join. C
L
E
FUTURE EXTENSIONS Etiquette Course Program Etiquette Course Program provides various table manners courses that teaches you how to behave in special occasions. The program will also provide summer camp that take students traveling to countries to experiencing different cultures. C
L
E
DESIGNS
Crystal Chen
IMAGE SOURCE
www.pinterest.com www.flickr.com www.500px.com www.google.com/imghp?hl=en&tab=wi&ei=ALlNWJCwB42mjwOShJqADQ&ved=0EKouCBcoAQ www.seriouseats.com/2009/10/first-premiere-issue-of-gourmetmagazine-january-1941-vol-1-issue-1.html
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