Brand Guidelines
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Contents Background Concept Logo Logo Rules Logo Do’s and Don’ts Font Colour Colour Rules Pattern Photography Web Layout
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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 English 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 primary 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 which is 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
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Logo Do’s and Don’ts
Do’s 1
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1. Primary logo 2. Logo with sub logo 3. The only time the logo can be rotated is when it is part of the pattern 4. Mainly online, this version with the additional olive branch may be used.
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Logo Do’s and Don’ts
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5. Logo must not overlay a photograph 6. No opacities are permitted 7. Logo must not overlay a colour that is not part of the colour scheme 8. No embellishments such as a drop shadow can be used
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Font
Apart from the custom font made for the logo, the only font that must be used for body copy and the sub logo is AHAMONO Monospaced. It must only be used in that weight and the point size must be adjusted as appropriate. It must only be used as a combination of upper and lower case, never upper or lower case only.
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Font
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
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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, both in print and web 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. The pattern is more prevalent in printed collateral, and photographs are used more on screen.
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Photography
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Web Layout
Opposite is an example of the Apulia website layout on an iMac, iPad and iPhone. The website is fully responsive, with large photographs being the main content on each page. The social media icons, Twitter feed, navigation bar and logo must be present on every page.
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Web Layout
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