03 VISUAL STANDARDS MANUAL
VISUAL STANDARDS MANUAL
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Gourmet
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GOURMET VISUAL STANDARDS MANUAL
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Gourmet
TABLE OF CONTENTS
Chapter 1
OUR DEMEANOR
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01-1
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CLEAR SPACE
THE NEW LOGO
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01-2
01-4
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01-5
LOGO
INCORRECT
COMPONENT
USES
01-3 LOGO ANATOMY
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01-6 MARK DIMENSION RESTRICTIONS
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Chapter 2
OUR NEW LOOK
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02-1 COLOR PALETTE
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02-2 TYPOGRAPHIC STANDARDS
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02-3
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02-4
CORPORATE
GOURMET
BUSSINESS
TOMORROW
SYSTEM VISUAL STANDARDS MANUAL
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Gourmet
Fine dining redefined.
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Gourmet
OUR DEMEANOR THE NEW LOGO
INCORRECT USES
LOGO COMPONENT
MARK DIMENSION RESTRICTIONS
LOGO ANATOMY CLEAR SPACE
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01
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Gourmet
01-1
THE NEW LOGO
The new logo represents the “key” of Gourmet. It comes from our brand soul “Food is a key to open the door to other cultures.” We use the initial G and key element combined together as our new logo.
G ourmet
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The letter G comes from our brand name “Gourmet”. We want to show that “food is not just food”. We want people though the different local foods, to touch different cultures. When people share food together, they communicate. It is a way to let people get to know new cultures that have not seen before. The “key” is an important element in our new logo, because it is like using a key to unlock the doors to different cultures. People open a new culture and they will have a taste adventure.
ourmet
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Gourmet
01-2
LOGO COMPONENTS
The Gourmet logo consists of a simple key element and G. It shows the organization’s new vision and keeps the soul of the old one. These two components can be divided into a symbol or a G and will be used for distinct purposes depending on the design situations in order to more accurately reflect the values, ambitions, and distinct characteristics of the organization.
ourmet
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ourmet
G
Lust Script
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Gourmet
01-3
LOGO ANATOMY
We use the “Lust Script” typeface for the initial G, and cut the fancy tail. We add the key symbol to the G, and blend them well.
G 14
ourmet
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Gourmet
01-4
CLEAR SPACE
There must be clear space around the logo. The clear space on each side of the mark should be equal to the x-height of the logo.
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X
X
3 / 1x
3.5x
ourmet X
X
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Gourmet
01-5
INCORRECT USES
We avoid using too bright and pure colors in our logo. The examples below illustrate some incorrect uses of our logo.
01 Wrong Color 02 Wrong Color 03 Wrong Color 04 Font uses 05 Font uses 06 Gradient 07 No type 08 Rotate 09 Stretch
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gourmet
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gourmet
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gourmet
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et
rm gou
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gourmet
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Gourmet
01-6
MARK DIMENSION RESTRICTIONS
We have thought for different uses of the mark. We follow the diagram to determine which mark to use in different mediums or different sizes of work depending width and length requirements.
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ourmet
LARGER THAN 1 INCH
ourmet
ourmet
SMALLER THAN 1 INCH
ourmet ourmet
SMALLER THAN AN HALF INCH
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OUR NEW LOOK COLOR PALETTE TYPOGRAPHIC STANDARDS CORPORATE BUSSINESS SYSTEM
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02
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Gourmet
02-1
COLOR PALETTE
We chose lively and bright colors as our color palette, because culture is colorful. We want to use powerful colors to attract people. Consistent color usage ensures maximum brand recognition. The five colors are the foundation of the brand and should always be used properly to reinforce brand equity.
PRIMARY COLORS CMYK
16 / 100 / 92 / 6
3 / 76 / 47 / 0
0 / 9 / 17 / 0
RGB
195 / 21 / 44
234 / 100 / 109
254 / 232 / 208
CMYK
19 / 4 / 21 / 0
13 / 4 / 7 / 0
RGB
206 / 223 / 205
219 / 229 / 230
SECONDARY COLORS
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Gourmet
02-2
TYPOGRAPHIC STANDARDS
Typeface 01 Lust Script Neil Summerour is a type designer, lettering artist, calligrapher and designer based in Georgia, USA with one foot in Takamatsu, Japan. He’s published over 60 typeface families (that’s over 500 fonts) and produced numerous custom typefaces for clients world
OLNY FOR LOGO
Lust Script 26
G g VISUAL STANDARDS MANUAL
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Gourmet
Typeface 02 Corbel The typography system for the rebranding of Gourmet consists of using Corbel as a body text typeface and for quotes. In a blurb for its use, Corbel was described as “designed to give an uncluttered, clean appearance on screen. The letterforms are open with soft, flowing curves. It is legible and clear at small sizes. At larger sizes the detailing and style of the shapes is more apparent.” The italic style is a true italic, with influences from serif fonts and calligraphy, with many letters gaining a tail pointing to the right. Many aspects of its design are similar to Calibri and Candara, which are also humanist sans-serif designs; like them it is slightly more condensed than average. Font designer Raph Levien, reviewing it for Typographic, described it as similar to Frutiger. Tankard described it as “less cuddly, more assertive.” Corbel by default renders numbers as text figures, which are preferred for integrating figures into running text. This is an uncommon choice in sans-serif faces, especially those designed for display on a screen, but several of the other Clear Type fonts also make this the default option; lining figures can be suggested using an Open Type stylistic alternates menu. Text figures are also found in Microsoft’s serif Georgia typeface.
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ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789
Corbel Regular
Corbel Italic
Corbel Bold Italic
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 0123456789
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 0123456789
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 0123456789
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Gourmet
02-3
CORPORATE BUSSINESS SYSTEM
The business collateral for Gourmet is meant to be an introduction to the brand’s identity. Colors on the mark and logotype system will be changed depending on what section of brand is being represented.
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Gourmet
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Gourmet
02-4
GOURMET TOMORROW
Gourmet
Gourmet
Retail
Media
05 Gourmet Fresh Fragrances
11 Gourmet TV Show
07 Gourmet Kitchenware
16 Gourmet Outdoor Travel
09 Gourmet Cafe
23 Fine Comfort Food Online
15 Gourmet Restaurant
26 Gourmet Blog
18 Gourmet Hotel
28 Online Community
19 Gourmet Supermarket
24 Cooking Game
33 Gourmet Food Bank
31 Gourmet Hand-Free Recipe App
21 Gourmet Vineyard 35 Foodie Map
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Gourmet
Gourmet
Community
Education
01 Gourmet Farm
02 Aroma Library
06 Gourmet Homestay
03 Gourmet Cooking Class
13 Holiday Food Group
08 Gourmet Nursery
20 Gourmet Potluck
10 Wine & Food
22 Edible Flowers Event
12 Language Workshop
25 Gourmet Beer Festival
17 Table Manner Class
27 Gourmet Night Market
32 Gourmet Food Encyclopedia
29 Food Factory (for Kids)
34 Gourmet Online Shopping
30 Cooking Competitions 36 Gourmet To Go 14 Gourmet World Exhibition (theme park)
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Touch E03
Hear
E08
R18
C30
Smell
E17
M31
E12
R05
C01
R33
R21
E02
M16 C14 C06
E10
R15
C29
M11
R09
C27
M24 M26 M28
M23 R19
R35
See
R07
C25
C22 C36 E34 E32
C13
C20
Taste
Cultural Experience
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GOURMET TOMORROW
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SOURCES CHAPTER 1 http://www.actcm.edu/wp-content/uploads/2015/02/herbalmedicine.jpg https://pbs.twimg.com/profile_images/570658582480175104/ NmSJJ3vy.jpeg http://www.haciendasisal.com/images/slider/platillos.jpg
CHAPTER 2 http://images.marmitoncdn.org/pixcontent/e18d3163-432e-4525bd8e-48b4961ecefe/6bf1d2d5-49d1-422c-9ed7-fb4cabb5de5f/ shutterstock_428311693.jpg http://travelaway.me/wp-content/uploads/2016/06/italian-cicchetti.jpg https://burgerbird.files.wordpress.com/2014/09/biscuits-13-of-20.jpg http://www.spd.org/images/blog/Gourmet%20covers.jpg http://enterprisebaptist.org/wp-content/uploads/2016/06/8811194_l1_ tomato-planting.jpg
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Copyright
2016 Fei Peng
Faye0315@gmail.com
This book is non-commercial project for education purposes and is not intented to represent the Gourmet brand. Design / Fei Peng Class / Nature of Identity Professor / Hunter Wimmer
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