brand manual studiosuo
welcome
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We are Studio Suo. A contemporary noodle shop who takes pride in the beauty of the Hunan cuisine. We are creative, innovative and community driven. We take tradition and modernize it in a way that is appealing to everyone that dines with us. We are proud of the brand we have created.
studio suo | brand manual 2020
1.0 Brand Universe 1.1 | Vision and Mission 1.2 | Inspiration and Concepts 1.3 | Brand Essence 1.4 | Communication Pillars
2.0 Brand Identity Elements
3.0 Selected Identity Applications
2.1 | Logo 2.2 | Logo variations 2.3 | Tagline 2.4 | Signature 2.5 | Typography 2.6 | Primary Typeface 2.7 | Secondary Typeface 2.8 | Primary Color Palette 2.9 | Secondary Color Palette 2.10 | Signature: Full-color 2.11 | Signature: One-color 2.12 | Signature: Minimum Size 2.13 | Unacceptable Uses 2.14 | Image Library
Business Stationery 3.1 | Business Cards 3.2 | Letterhead 3.3 | Second Sheet 3.4 | #10 Envelope Ephemera 3.5 | Menu 3.6 | To-go Packaging 3.7 | Wearables 3.8 | Tote 3.9 | Other Digital Media 3.10 | Desktop/Website 3.11 | Tablet/Website 3.12 | Phone/Social Media Environmental Signage 3.14 | Interior 3.15 | Exterior 3.16 | Outdoor Advertising 3.17 | Vehicle Wrap
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4.0 Contact Information 4.1 | General Questions 4.2 | Design Inquiries 4.3 | Ordering Information 4.4 | Legal Information
1.0 brand universe The brand expresses the vision and values of Studio Suo. It is the visual representation of the heart of owner and chef, Chao Wang. These guidelines preserve the official brand. Guaranteeing its integrity and emotional value is essential for the maintenance and continuity of the restaurant.
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studio suo | brand manual 2020
1.1 vision & mission
studio suo brings an artistic flare to the ever so popular traditional Chinese cuisine. Bringing a contemporary twist to the noodle shop heavily inspired by the Hunan culture.
1.0 brand universe
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1.2 inspiration & concepts
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The restaurant spirit is expressed through art, excellence, community and culture.
studio suo | brand manual 2020
art
excellence
community
culture
Going beyond your limits, expression beyond the canvas. Former oil painter, Chao Wang shares his artists eye through beautiful creations in the kitchen. He believes that art should expand beyond the traditional art realm, and so he looks at food as an extention of his art.
Studio Suo is a brand that balances spontaneity and commitment with quality, lightness and attention to detail. It knows that all that is truly unique requires a combination of inspiration and refinement. It is a creative, yet careful approach, capable of writing a unique story.
As a brand, Studio Suo is committed to forming lasting relationships with customers, employees, and anyone that comes into contact with the brand. There is something special that is created when community is shared among a variety of individuals.
The Hunan culture is shared through contemporary takes on traditional Hunan cuisine. Wang’s background carries a lot of influence in how Studio Suo came about. Sharing this culture is something that is important to us as a brand.placeholder
1.0 brand universe
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1.3 brand essence Inspired by the very thing that created this restaurant, the noodle became the focus for the brand. Expanding further to embody the liveliness of the Hunan Province and the excitement that comes with creating. Art, culture, and community sum up the essence of the brand Studio Suo. The first step in the creative process was to open our eyes to what was around us— the people, places, images, colors, smells, sensations. Tapping into Wang’s world and beginning to imagine things from his perspective. This wealth of inspiration became the focal point and led us in a direction of authenticity to what this brand embodies.
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studio suo | brand manual 2020
1.4 brand attributes
community
creative c u l t u r e
f r e s h f
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o
o
d
1.0 brand universe
contemporary
2.1 logo
The logo was inspired by the rice noodle, a common dish in the Hunan province, slurped within the skinny, crowded streets. Although exaggerated in size, the noodle captures the richness of the culture and reflects the colorful cuisine presented within the restaurant.
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2.2 variations
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2.3 tagline
The tagline becomes a second graphic piece when paired with the Logotype and is able to stand alone. “The art of the noodle” expresses the inspiration behind the restaurant’s menu items.
2.4 signature
THE ART OF THE NOODLE 11
The tagline becomes a second graphic piece when paired with the Logotype and is able to stand alone. “The art of the noodle” expresses the inspiration behind the restaurant’s menu items.
THE ART OF THE NOODLE studiosuo
studio suo | brand manual 2020
2.5 typography
The font depicts the essence of the restaurant, and particularly the interior elements of the space. The boldness of this font choice is reminiscent of calligraphic signage in the Hunan province and was chosen based on similarities within the shapes and curves of the restaurants interior.
One standardized font has been chosen to define the restaurant brand identity. It is to be used in all printed and online communications in the sizes shown within this book. The typeface was selected for its ability to convey a personality that is consistent with the story of our brand, studio suo.
Cy — Regular
Cy — Thin ABCDEFGHIJKLMN OPQRSTUVWXYZ12 34567890 abcdefghijklmno pqrstuvwxyz12345 67890 Cy — Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ12 34567890 abcdefghijklmnop qrstuvwxyz123456 7890
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2.0 brand universe
ABCDEFGHIJKLMN OPQRSTUVWXYZ12 34567890 abcdefghijklmnop qrstuvwxyz123456 7890
2.6 primary color palette
It is important that the full-color version of the restaurant identity maintain a consistent appearance of the logo and all visual communications across various media types and materials.
Using colors consistently in all communication will strengthen brand recognition, create impact and differentiate our visual system. logo color 80% opacity. logo white 20% opacity.
C–3 M – 30 Y – 84 K–0 R – 245 G – 184 B – 69 C – 15 M – 31 Y – 44 K – 0% R – 217 G – 177 B – 143 [Paper] White
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2.7 secondary color palette
C – 26 M – 52 Y – 24 K–0 R – 191 G – 136 B – 156 C – 42 M – 24 Y – 100 K–2 R – 159 G – 166 B – 56 [Black]
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2.0 brand universe
C – 10 M–9 Y–8 K – 0% R – 227 G – 224 B – 222
2.8 signature full color
The full-color version of the restaurant identity is the primary and only use of the identity system. CMYK reproduction files are available for specific application requirements.
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2.9 signature: minimum size
To ensure the integrity of the full-color version of the restaurant identity, do not reduce its length to less than 3 inches for print or special usage, and 1.5 inches for screen applications. Other reproduction methods will require the minimum size to be greater than the sizes identified here.
2.0 brand universe
1.2416 in
0.6268 in
2.9767 in
1.5027 in
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2.11 unacceptable uses
Correct application of the restaurant signature is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the restaurant signature.
1 Never substitute typography in the logo. 2 Never use colors unlisted in this manual in the logo. 3 Never put other words or phrases inside the logo. 4 Never tilt the logo. 5 Never distort the shape of the logo.
6 Never alter the proportions of the logo 7 Never rearrange the elements of the logo. 8 Never incorporate black into the signature other than the tagline or unless application is approved by Darby Williams.
hungry? come see us.
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studio suo | brand manual 2020
2.0 brand universe
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2.12 image library A carefully managed approach to selecting photography and/or illustration will distinguish the restaurant brand and create a lasting impression. There are two general photographic categories for image selection, environments and people. Using images from these categories can help support the restaurant brand story. It is important to select imagery that is dynamic, celebratory, and emotionally engaging.
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2.0 brand universe
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business stationary
The business stationery is used for branded communications. The following specifications are to be used with the primary signature, colors and fonts. Grids have been provided for accurate placement of information and logotype. All business stationary applications use full color CMYK.
3.1 business cards
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The front of the business card contains the restaurant logotype in full color CMYK. Contact information, website & address are located on the back. The color used on the back is full-color CMYK. The business card may be used with both primary & secondary color palettes.
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3.0 selected identity applications
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3.2 #10 envelope
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The #10 one-color square flap envelope contains the restaurant logotype and contact information.
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3.0 selected identity applications
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3.3 letterhead
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The letterhead contains the restaurant logotype and contact information. Colors used on the front of the letterhead are fullcolor CMYK.
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3.0 selected identity applications
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3.4 second sheet
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The second sheet contains the restaurant name as seen in logotype. Location remains the same for letterhead & second sheet, the pictorial noodle is not shown on the second sheet. Colors used on the front of the letterhead are full-color CMYK.
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3.0 selected identity applications
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ephemera
Ephemera helps people identify and experience the restaurant. All ephemera will utilize the restaurant logotype and signature using Cy San Serif typeface with occasional supporting photographic imagery.
3.0 selected identity applications
3.5 to-go packaging
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The to-go packaging contains the restaurant logotype and utilizes primary & secondary color palettes. Colors used are full-color CMYK.
studio suo | brand manual 2020
3.6 menu
The menu contains the restaurant logo variation shown in section 2.2 in the primary color palette. Colors used are full-color CMYK.
sm - chicken feet $8 al l organic cucumber $8 pla -tes stinky tofu $10
braised & tossed in chili oil smashed salad with garlic vinaigrette deep fried & topped with chili, pickled daikon and cilantro
cla - cabbage $18 ssic winter melon $16 pla -te shredded potato $15
hand torn & stir fried w/ garlic stew with fermented black bean & ground heritage pork spicy & sour / stir fried with cured duck egg yolk
supreme tofu $19 stewed in a clay pot with tofu, heritage pork, shrimp, pea, & pepper
spare ribs $12
dumpling trio $12
sweet & sour
seasonal vegetable & meat dumplings
hunan salad $12 grilled pepper & eggplant, preserved duck egg, served with soy sauce
mung bean, pearl barley, rock sugar
ice cream $6 special flavors
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braised & chopped pig’s tail tossed in special dressing
mala duck tongue $12
hunan charcuterie $15
spicy & numbing
braised beef shank, beef tripe, pig’s ear, pig’s tongue & tofu
chicken $24
flaming frog $29
stir fried with young ginger
wok fried w/ chili, ginger, garlic
skewered beef $22
garlic tiger prawn $36
angus beef skewers w/ cumin
garlic, scallion, ginger, & bell pepper
shredded beef $22 wok fried with cilantro, ginger, garlic & pepper
lotus meatball $16 sticky rice, heritage pork, cured duck yolk, water chestnut, lily bulb, truffle sauce
farmer’s egg $20 stir fried with pepper & pork
des - traditional sweet soup $4 sert
“fairy” tail $12
almond jelly $8 almond & milk in jelly
hunan tang yuan $8 sweet rice wine, egg, goji berry & sesame tang yuan
bass & suan cai $39 bass fillet, suan cai (chinese sauerkraut), bean sprout stew
fresh whole fish $38 chef’s selection of fish steamed with home made chopped chili sauce
3.0 selected identity applications
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3.7 wearables
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The blank wearable contains the restaurant logotype and utilizes the primary & secondary color palettes. Colors used are full-color CMYK. Adequate white space around the logo allows the logo to be prominent.
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3.8 tote
The tote contains two variations. One includes the restaurant tagline as seen in signature. The other uses the full color logo. Colors used on the front of the letterhead are fullcolor CMYK.
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digital media
Digital media will be accessed through a website and Instagram as a driving force of advertising and sharing our brand story. We will share photos of people in
our beautiful space and with our exceptional food. We also pull imagery from the Hunan province for media display as well. Special events can also be promoted here.
3.0 selected identity applications
3.9 desktop website
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The website contains the restaurant signature and contact information. It helps users understand how to access the restaurant menu and order online, how to reserve a table, or host an event in our space. You can find our social media on the website as well as a beautiful image gallery.
3.10 tablet website
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3.11 social media
The Instagram contains the restaurant’s secondary logos and contact information. It helps users understand how to connect; provides qucik access to our website & answers FAQs. It highlights events and customer experience as well as expands the community beyond our city.
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signage
Signage helps people identify, navigate, and understand environments. All interior directional signage will utilize the restaurant signature using Cy San Serif typeface and occasionally supporting photographic and illustrative imagery.
3.0 selected identity applications
3.12 exterior
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Exterior directional signage will utilize the restaurant primary tagline.
studio suo | brand manual 2020
3.13 interior
All interior directional signage will utilize the restaurant primary logo with Cy San Serif typeface.
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3.14 outdoor advertising
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All outdoor advertisements will utilize the restaurant primary signature and supporting photographic and illustrative imagery.
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3.15 vehicle wrap
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The vehicle wrap utilizes the logotype and includes the hours of operation as well as contact information.
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4.0 contact information
4.1 general questions
Chao Wang Owner & Chef phone 619 733 8818 name@studiosuo.com/faq
4.2 design inquiries
Darby Williams Creative Director, Designer phone 208 608 3175 darby.design@gmail.com
4.3 ordering info
Name Account Executive phone 619 733 8818 name@studiosuo.com/ ordering
4.4 legal info
studiosuo.com/legal