Brand Book
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LOGO Restriction area around the logo Colour of the logo What not to do with the logo The different sizes of the logo Colour scheme for the Identity The Icons How not to use the icons Typography Icons Visiting Card Envelope Letterhead Coaster Menu Cake box Cupcake box invoice
Content
Brand Value Brand Personality
Brand Value Pleasure House delivers food with love. a small home cafe serving quickbites to all the young food lovers in the town. Its only aim is to make people happy and make them feel at home. Freshly prepared and served hot . Pleasure House is always at your service.
Brand Personality 1.Subtle yet happening The place is very subtle and simple with a lot of things happening. 2.Young The place gives a young feeling.It is not boring or dull.It is filled with young people and is always busy. 3.Short and sweet What best describes this place is,its short,sweet and simple.
The Logo
The logo is the central element in Pleawsure house’s visual communication system. The pleasure house logo signifies the core element i.e. coffee from the house. Taking few of coffee’s elements-the coffee beans and an organic shape of the coffee in a cup the logo has been visualised and made.
1.
10 mm
Restriction area around the logo
2.
The restriction area around the logo indicates the area in which no other element can be placed. While using the logo a minimum of 10 mm gap has to be left from all the sides of the logo so as to make it stand out as it being the heart of the identity.
#70cac9 C - 53 M- 0 Y- 24 K- 0
The colour of the logo
#f6efd0
R- 113 G- 202 B- 201
C-3 M- 3 Y- 20 K- 0
R- 246 G- 239 B-209
The colour scheme chosen for the logo is very subtle and calm. The colour best describes the ambience of the home cafe . The ambience being calm,subtle yet happening.
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A logo when designed has to be used the exact way it is made. Changes made in the logo not only decreases the appeallof the logo but also gives it an unusual form. The following are some dont’s which are to be followed when following the logo. 1. The logo cannot be stretched horizontally . 2.The logo cannot be stretched vertically. 3.The logo cannot be tilted or rotated from its original position. 4.The logo cannot be used vertically adjusting the space where needed. 5.The logo cannot have a colour bacground to it.
6.The logotype used in the logo cannot be used separately anywhere in place of the original logo. 7.The logo should not have any shadows. 8.The logo should not be embossed. 9.The colour of the logo cannot be changed and used in different places.
What not to do with the logo ?
4.
10 mm
The different sizes of the logo
The logo can be used in certain measurments depnding on the application it is being used. It’s size can be as minimum as 10 mm. The size of the logo cannot be adjusted but has to strictly follow the measurments given for specific applications. The minimum readability of the logo can be seen in 10 mm .
5.
#70cac9 C - 53 M- 0 Y- 24 K- 0
#f6efd0
R- 113 G- 202 B- 201
C-3 M- 3 Y- 20 K- 0
001d34 C - 93 M- 52 Y- 23 K- 80
8ed4ec
R- 0 G- 29 B- 53
C - 41 M- 1 Y- 4 K- 0
000000 C - 100 M- 100 Y- 100 K- 100
6.
R- 142 G- 211 B- 236
ffffff
R- 0 G- 0 B- 0
The colour scheme for the identity.
R- 246 G- 239 B-209
C-0 M- 0 Y- 0 K- 0
The colour scheme used in the identity is very subtle and calm . Combinations of cool colours with a warm colour. The colours have been given according the attributes of the cafe. The colours compliment each other and form a beautiful combination when combined together.
R- 255 G- 255 B- 255
The Icons
The icons used resemble the food which the cafe serves . Its a quickbite cafe and they serve snacks and fast food. The icons help giving the brand a very playful and light identity .
7.
How not to use the icons
8.
1. Colours should not be filled in the icon when using . 2.There should not be any continuous line when drawing the icon.The icon has to be presented as designed. 3.The icon cannot be very illustrative or overdone. 4.The icon cannot be rotated vertically . 5. The icon cannot be rotated horizontally. 6.Two icons cannot be merged together and mad into a new icon. 7.The icon should not be placed in any black background when in use. 8. The icon cannot be coloured .It has to an outline of the form.
9.The icon cannot be used in a coloured background other than the colours in the brand identity. 10.The icons cannot be used in any gradient background . 11. The icons cannot be used in an enclosed box.It has to be free when in use. 12. The colour of the outline should not change other than the colours used in the brand identity.
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Typography
10.
For the type , we have used two different typefaces for the identity of the brand. The typeface which has been used in the logo is Escafina. Escafina is designed by Riley Cran, a Type Designer and Lettering Artist based in the Pacific Northwest. It beautifully describes the playfulness and the young and creative attributes for the brnd as well as the place. The second typeface used id Ubuntu titling. It is basically a title typeface and has been used for the basic contact information for the brand. It was created by Andy Fitzsimon for use with the Ubuntu operating system .
Escafina
The logo is the heart of the branding. The logo is very playful and shows a lot of thins happening in it. The font Escafina describes the playfulness and the place where it is all about fun and nothing formal.
inspirational lettering. Escafina is great for logotypes, headlines, posters and other uses. Escafina is designed by Riley Cran, a Type Designer and Lettering Artist based in the Pacific Northwest.
Escafina is an upright script in 3 styles, drawing from decades of
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0123456789 !@#$%^&*()_+|\{ } [ ] “ ‘: ; ? / < > . , Ubuntu Titling
The font Ubuntu is formal yet playful in itself. It gives the seriousness along with features which goes with the brand. Ubuntu Titling or Ubuntu-Title is a rounded geometric sans-serif font. It was created by Andy Fitzsimon for use with the Ubuntu operating system and its deriv-
atives.Fitzsimon’s design was created without any upper-case letters. A later release by Christian Robertson added capitals and was released by Robertson at the ‘release candidate’ stage. This was called Ubuntu Titling.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 012345678 9 ! @ # $ % ^ & * ( ) _ + | \ { } [ ] “ ‘: ; ? / < > . , 11.
Suresh Teredesai 243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
Visiting Card
12.
The visiting card has been designed to keep a balance between a playfulness and a seriousness for the brand .It has been designed vertically and has been designed on a dark base .The basic icons have been used in the visiting card.The typeface used in the visiting card for the contact is Ubuntu titling .
50.8 mm
88.9 mm
Suresh Teredesai 243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
(Front)
(Back)
Colour scheme in the Visiting card #f6efd0
#70cac9 C - 53 M- 0 Y- 24 K- 0
R- 113 G- 202 B- 201
C-3 M- 3 Y- 20 K- 0
R- 246 G- 239 B-209
002b43 C - 100 M- 78 Y- 47 K- 48
R- 0 G- 43 B- 68
Dimentions of the logo in the visiting card 37mm
24.8 mm
13.
Suresh Teredesai 243,Indrapuri Colony Bhawarkuan,Indore +91 88713 85360
Lorem ipsum
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur nec condimentum neque, eu commodo purus. Donec mattis at augue sit amet consequat. Pellentesque lacus velit, rutrum faucibus. Nunc tristique, erat id molestie elementum, nulla felis commodo arcu, et ornare nisl metus non est. Pellentesque sodales imperdiet lorem, nec iaculis sem molestie fermentum. Integer vel sapien a quam bibendum cursus. Nullam ut justo dolor. Suspendisse eu mi ante. Donec hendrerit, nibh at ornare eleifend, nisl tortor congue justo, id mattis ante felis quis felis. Donec vestibulum purus eu arcu mattis venenatis. Aliquam gravida metus orci, non sodales est consectetur id. Proin at sodales n ibh. Aenean l ectus dolor, convallis a t ellus sit amet, aliquet molestie sem. Duis id cursus neque, luctus tempor erat. Sed ipsum est, vehicula vel faucibus eget, accumsan sed massa. Nullam risus odio, molestie vitae augue vel, iaculis euismod dolor. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Vivamus nec tincidunt m assa. Donec facilisis, ligula eu tincidunt a ccumsan, ligula est ullamcorper e lit, suscipit aliquam dolor nisi id arcu. Curabitur lacinia, magna et rutrum sagittis, magna mauris egestas metus, ac vestibulum quam turpis sagittis ipsum. Morbi augue orci, fermentum sed sodales vel, ultrices vel justo. Vestibulum tempus pellentesque semper. Donec ac est congue, molestie erat nec, fringilla sapien. Donec at neque laoreet, gravida libero ac, eleifend arcu. Nunc dignissim augue vel ipsum auctor cursus. Aliquam sagittis bibendum lectus nec tristique. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Suspendisse venenatis et lectus ac facilisis. Orci varius natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nullam eleifend orci id metus fermentum viverra at at velit. Suspendisse potenti. Aenean tristique odio sem, in scelerisque eros porttitor vitae.
Suresh Teredesai
Letterhead
14.
The letterhead is designed for the formal works which will be done by the cafe . The identity has benn maintained in the letterhead and it has been designed for official work but with the playful identity of the cafe .
210 mm
Suresh Teredesai 243,Indrapuri Colony Bhawarkuan,Indore +91 88713 85360
Lorem ipsum
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur nec condimentum neque, eu commodo purus. Donec mattis at augue sit amet consequat. Pellentesque lacus velit, rutrum
297 mm
faucibus. Nunc tristique, erat id molestie elementum, nulla felis commodo arcu, et ornare nisl metus non est. Pellentesque sodales imperdiet lorem, nec iaculis sem molestie fermentum. Integer vel sapien a quam bibendum cursus. Nullam ut justo dolor. Suspendisse eu mi ante. Donec hendrerit, nibh at ornare eleifend, nisl tortor congue justo, id mattis ante felis quis felis. Donec vestibulum purus eu arcu mattis venenatis. Aliquam gravida metus orci, non sodales est consectetur id. Proin at sodales n ibh. Aenean l ectus dolor, convallis a t ellus sit amet, aliquet molestie sem. Duis id cursus neque, luctus tempor erat. Sed ipsum est, vehicula vel faucibus eget, accumsan sed massa. Nullam risus odio, molestie vitae augue vel, iaculis euismod dolor. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Vivamus nec tincidunt m assa. Donec facilisis, ligula eu tincidunt a ccumsan, ligula est ullamcorper e lit, suscipit aliquam dolor nisi id arcu. Curabitur lacinia, magna et rutrum sagittis, magna mauris egestas metus, ac vestibulum quam turpis sagittis ipsum. Morbi augue orci, fermentum sed sodales vel, ultrices vel justo. Vestibulum tempus pellentesque semper. Donec ac est congue, molestie erat nec, fringilla sapien. Donec at neque laoreet, gravida libero ac, eleifend arcu. Nunc dignissim augue vel ipsum auctor cursus. Aliquam sagittis bibendum lectus nec tristique. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Suspendisse venenatis et lectus ac facilisis. Orci varius natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nullam eleifend orci id metus fermentum viverra at at velit. Suspendisse potenti. Aenean tristique odio sem, in scelerisque eros porttitor vitae.
Suresh Teredesai
Dimentions of the logo used in letterhead
42.3mm
28.4 mm
Typing style in the Letterhead The type style used in the letterhead is left aligned. The text should be written on the left hand side of the page so as to give breathing space for the icons placed and the alignment of the logo. Nothing should be written in the column below the logo and very near to the icons.
15.
Suresh Teredesai
243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
Envelope
16.
The envelope for the cafe is very playful yet formal. Small elements from the brand identity has been used in the envelope. The typeface used in the envelope for the contact details is Ubuntu titling. A sticker of the logo has been used for attatching the opening of the envelope. It brings a pinch of playfulness to the application.
230 mm
50 mm 115 mm
Suresh Teredesai
243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
100 mm
Dimentions of the logo used in envelope
42.1mm
28.2mm
17.
Coaster
18.
The coasters designed for the brand is a set of four coasters in square and circle form. One of the coasters has been designed with the logo in it to give an direct identity of the cafe. The others are different icons created and arranged.
101.6 mm
101.6 mm
Dimentions of the logo used in coaster
54 mm
80 mm
19.
MENU SANDWICHES Pineapple and cheese Special Chocolate Double cheese Cheesy Delight Pesto, mozzarella,cheese &vegetable Jain Sandwich Paneer,onion,greenchilli, cheese Corn Sandwich Grilled vegetable and cheese Grilled cheese Coleslaw Chocolate Jam & Butter EXTRA CHEESE
PIZZA 60 60 60 60 60 40 40 40 40 40 40 40 40 20
Pasta & Vegetable Sstuffed Pizza Thin crust pizza Mix topping
120 120 100
(capsicum,onion,corn,jalapeno)
100 100 100 100 100 20
Cheesy tomato and capsicum Paneer & green chilli Mushroom & Onion Margarita EXTRA CHEESE
BREADS Vegetable and cheese garlic bread Cheese garlic bread Cheese chilli toast
60 50 50
BURGER PH Special Burger Burger with Cheese Burger plain
60 50 40
PASTA Baked Pasta Macroni pasta with creamy sauce Pasta with mix sauce (white & Red) Pasta with red sauce Pasta with white sauce Pasta with pest sauce Honey chilli pasta EXTRA CHEESE
120 120 100 100 100 100 100 20
DRINKS Cold coffee with ice-cream Coffee(hot/cold) Bournvita Hot chocolate Blue heaven mocktail Ice tea Lime soda Shakes (chocolate,butterscotch,strawberry,vanilla)
Brownie with ice-cream
Pasta salad (cold pasta with mayo and vegetables)
100 100
TIME- 11:30 am - 9 pm SUNDAY CLSOSED
Menu
20.
The menu is a very iportant part of the cafe. It has been designed while keeping in mind the simplicity and the brand identity . Icons have been used in the menu which best describes the place and are popular in the cafe. The typeface used in the menu is Ubuntu titling with bold typeface weight.
50
DESSERT
SALAD Vegetable salad with mustard lime dressing
50 40 40 40 40 40 40
60
MENU SANDWICHES
PIZZA 60 60 60 60 60 40 40 40 40 40 40 40 40 20
Pasta & Vegetable Sstuffed Pizza Thin crust pizza Mix topping
120 120 100
(capsicum,onion,corn,jalapeno)
100 100 100 100 100 20
Cheesy tomato and capsicum Paneer & green chilli Mushroom & Onion Margarita EXTRA CHEESE
BREADS Vegetable and cheese garlic bread Cheese garlic bread Cheese chilli toast
60 50 50
297 mm
Pineapple and cheese Special Chocolate Double cheese Cheesy Delight Pesto, mozzarella,cheese &vegetable Jain Sandwich Paneer,onion,greenchilli, cheese Corn Sandwich Grilled vegetable and cheese Grilled cheese Coleslaw Chocolate Jam & Butter EXTRA CHEESE
BURGER PH Special Burger Burger with Cheese Burger plain
60 50 40
PASTA Baked Pasta Macroni pasta with creamy sauce Pasta with mix sauce (white & Red) Pasta with red sauce Pasta with white sauce Pasta with pest sauce Honey chilli pasta EXTRA CHEESE
120 120 100 100 100 100 100 20
DRINKS Cold coffee with ice-cream Coffee(hot/cold) Bournvita Hot chocolate Blue heaven mocktail Ice tea Lime soda Shakes (chocolate,butterscotch,strawberry,vanilla)
50 40 40 40 40 40 40 50
DESSERT Brownie with ice-cream
60
SALAD Pasta salad 100 100
(cold pasta with mayo and vegetables)
Vegetable salad with mustard lime dressing
TIME- 11:30 am - 9 pm SUNDAY CLSOSED
210 mm Dimentions of the logo used in the menu
89mm
60mm
21.
243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
Cake Box
22.
The cake box is designed in a very simple design keeping the brand identity . A cake icon is used apart from the basic icons on the cake box. The cake box is designed for a 12 inches by 12 inches y 6 inches round cake .
628.6 mm
243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
Dimentions of the logo used in the cake box
19.4mm
28.9mm
23.
24.
243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
Suresh Teredesai
Cupcake box
The cupcake box is designed in a very simple design keeping the brand identity . A cake icon is used apart from the basic icons on the cake box.
244.3 mm
Suresh Teredesai 243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
Dimentions of the logo used in the cupcake box
19.4mm
28.9mm
25.
Suresh Teredesai 243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
INVOICE NUMBER
NAME : PHONE : ITEM
QTY
PRICE
SUBTOTAL :
THANK YOU . VISIT AGAIN .
Invoice
26.
The invoice is designed in a very simple and neat way . The details have been specified clearly so as not to create any confusion when billing for the owner as well as the customer. The typeface used in the invoice is Ubuntu titling bold .
TOTAL
Suresh Teredesai 243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
INVOICE NUMBER
NAME : PHONE : ITEM
QTY
PRICE
TOTAL
150 mm
SUBTOTAL :
THANK YOU . VISIT AGAIN .
100 mm Dimentions of the logo used in the Invoice
17 mm
25 mm
27.
Suresh Teredesai 243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
Suresh Teredesai 243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
INVOICE NUMBER
Suresh Teredesai
243,Indrapuri Colony Bhawarkuan, Indore +91 88713 85360
NAME : PHONE : ITEM
SUBTOTAL :
THANK YOU . VISIT AGAIN .
28.
QTY
PRICE
TOTAL
29.
For further contact about details . Devapriya Sen Communication Designer +91 90038 76320 devapriya2202@gmail.com
Thankyou