Brand Guidelines
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Contents Background Concept Logo Logo Rules Colour Colour Rules Pattern Photography
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Background
Puglia is a traditionally agricultural area of Italy, so fresh ingredients are really important in local cuisine. Many of the most famous dishes have their origins in ‘cucina povera’ meaning making use of whatever is at hand. This means that many dishes have simple, but fresh and delicious ingredients. Some famous Puglian produce includes: orechiette (little ears) pasta, cacioricotta cheese, extra virgin olive oils, Altamura bread and Clementines from Taranto.The Puglia region in the heel of Italy is highlighted on the map opposite.
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Background
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Concept
Apulia is a new premium street food truck that serves food inspired by Pugliese (southern Italy) cuisine. Pugliese food reflects the nature of the region and is simply about using the finest quality ingredients to let the food speak for itself. The branding for Apulia reflects this, using only a few elements.
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Concept
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Logo
Opposite is the logo for the Apulia brand. It takes inspiration from traditional Italian typography and was developed by experimenting in making the letters with spaghetti strands. It combines tradition with modernity to create a taste of southern Italy. This logo is designed to be used across print and web and to be only used according to the colour guidelines.
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Logo
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Logo Rules
The logo must always be surrounded by free space a quarter of the height of the logo. This rule is only changed when the sublogo ‘Traditional Pugliese Food Truck’ is combined with the main logo. The sublogo must be above the logo in an arc that touches the corners of the main logo boundaries.
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Logo Rules
0.25
0.25
0.25
0.25
0.25
0.25
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Colour
The colour palette is warm and inviting, inspired by the colours of the food from Puglia, southern Italy. The stock is a neutral brown colour that won’t retract from the colours of the food.
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Colour
C M Y K
32 100 97 49
R 106 G 12 B 15 #690B0F
C M Y K
44 56 95 33
C M Y K
2 2 22 0
R 114 G 87 B 39
R 249 G 242 B 205
#725727
#F9F2CD
Stock: Cairn Eco Kraft 280gsm Bulky Newsprint
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Colour Rules
Opposite are the colour rules that must be followed on both screen and in print.
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Colour Rules
Yes
Cream on Red
Cream on Brown
Red on Cream
Brown on Cream
No
Red on Brown
Brown on Red
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Pattern
The image at the top, opposite, is the pattern in isolation, and below it is an example of the repeated pattern. These icons are the only illustrated imagery allowed, and they must follow the colour order in the example opposite. Each icon represents different examples of the food on offer in the food truck either as part of a meal, or as a take away purchase, such as a jar of pesto.
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Pattern
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Photography
These are examples of the photography that is to be used across the branding of Apulia, to promote the area of origin, and the freshness of the ingredients used in the food. Apart from the pattern on the previous page, all other imagery must be photographic.
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Photography
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