Brand Guidelines LOKALI 2019
Table of Contents Identity Rationale
04-05
Brand Values
06-07
Primary Logos
08-09
Brand Colours
10-11
Brand Typography
12-13
Clear Space
14-15
Colour Variants
16-17
Correct Use
18-19
Incorrect Use
20-21
Decorative Elements
22-23
Brand in Use
24-55
The purpose of these guidelines is to serve as a guide in order to ensure that the brand focuses on its fundamental strengths, create brand awareness and also to establish the value of the brand ‘Lokali’.
3
Identity Rationale The identity embodies three main messages, tradition, culture and class. The brand purpose is to share Maltese tradition and culture across different continents via Maltese Delicacies which consist of food and beverage products. The rationale behind the identity is based upon a combination of three elements; Maltese traditional type, the Maltese Lira coin and a touch of minimal and classical style. The brand will communicate its message via thee retail shops located in three different markets within three continents. These markets will be based within Europe (Malta), North America (USA) and Asia (Dubai).
4
5
Brand Values
6
Tagline English: Maltese Delicacies Maltese: Prodotti Maltin Arabic: لمنتوجات المالطية الشهية
Mission Statement Lokali strive to provide excellent and professional service ensuring that Maltese Delicacies reach customers within different cultures. Each retail outlet has the potential to deliver these products.
7
Primary Logos These are the primary logos of the brand, which should be used across all of the brand application. The correct tagline language within the logo must be used according to the location/region that the shop is situated in. It is important for the success of the brand that the logo is always applied with care and respect in every application according to these guidelines.
8
9
Arabic Version
Maltese Version English Version
Brand Colours Colour is one of the most important means of identification within a brand. It is important that a consistent use of the Lokali colours will help to build recognition for the brand and will set a professional consistent look across all materials produced. This colour scheme must always be followed together with the guidelines in the following page.
10
Pantone
CMYK
RGB
HEX
330 C
90 21 60 65
38 92 80
#265C50
Pantone 7550 C
CMYK 0 34 98 12
RGB 209 144 0
HEX #D19000
Pantone
CMYK
RGB
HEX
Cool Gray 1 C
4248
217 217 214
#D9D9D6
Pantone
CMYK
RGB
HEX
Black 6 C
100 79 44 93
16 24 32
#101820
11
Brand Typography Lokali’s primary typeface is Cairo font family which includes four different weights. Contemporary, classic and flexible, Cairo is uniquely designed for a vast range of visual communication. This typeface is ideal for a brand such as Lokali because it includes both Maltese and Arabic characters.
12
Cairo Bold
ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Cairo Semi-Bold ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Cairo Regular ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Cairo Light ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
13
Clear Space The following is the clear space that should be applied to the logo. To ensure visibility and clarity, the logo should always appear with a minimum area of clear space around its boundary. This area should be free of any typography or any other graphical elements. This applies to all mediums where the Lokali brand logos are used.
14
15
Colour Variants The logo should always contrast with the background of any medium. In the following the logo is visible in two different colour variants which are Full colour, Monotone in order to ensure legibility and optimum reproduction quality in all printing processes and digital needs. The monotone version can be reversed out so the logo can be also used on dark backgrounds.
16
17
Monotone RGB / CMYK / PANTONE
Correct Use The Lokali logo must always be used and applied to any medium in reference to the guidelines shown in this section. For small prints the logo cannot be reduced to a size smaller than 22mm in height.
18
19
Small Print Variant Primary Variant
Incorrect Use By using the logo in an incorrect way, it will result in a weaker image and undervalue its consistency. The logo is one of the main representations of the brand, so its visual representation should be honoured in every circumstance and at all times. Please do not stretch, condense, add/change colour, alter, or distort the logo in any way. The illustrations on the right-hand side show common inappropriate uses of the Lokali logo.
20
Do not remove elements from the logo.
Do not add elements to the logo.
Do not distort the logo.
Do not flip the logo.
Do not change the colour of the logo.
Do not reflect the logo.
21
Decorative Elements The decorative elements are inspired from Maltese culture and were amended in order to match the style of the brand. The patterns will serve as an identifier; hence each pattern will be associated with a language that is used within the markets that Lokali operates. The first pattern can only be used within the retail store in North America (USA), the second for Europe (Malta) and the third in row for the retail store in Asia (Dubai). The decorative elements can be applied on all three colours of the brand, with 30% opacity applied.
22
23
Brand in Use The following pages contain different examples of how the brand should be used by following the guidelines provided within this brand guidelines. The purpose of the following examples is to help you understand better the brand and also to inspire you while working on the brand.
24
25
Brand Shop Signs
26
27
Brand Products The following pages contain the full product range that the Lokali retail outlets will be selling. Each product has three different version of it, which will cater for the three markets that Lokali will operate: Europe (Malta), North America (USA) and Asia (Dubai).
28
29
English Version
Red Wine Product
30
31
Arabic Version
Maltese Version
English Version
White Wine Product
32
33
Arabic Version
Maltese Version
English Version
Champagne Product
34
35
Arabic Version
Maltese Version
English Version
Beer Product
36
37
Arabic Version
Maltese Version
English Version
Olive Oil Product
38
39
Arabic Version
Maltese Version
English Version
Honey Product
40
41
Arabic Version
Maltese Version
English Version
Jam Product
42
43
Arabic Version
Maltese Version
English Version
Tomato Spread Product
44
45
Arabic Version
Maltese Version
English Version
Brand Shop Bags
46
47
Arabic Version
Maltese Version
English Version
Brand Shop Bags
48
49
Arabic Version
Maltese Version
English Version
Brand Uniforms
50
51
Arabic Version
Maltese Version
English Version
Brand Uniforms
52
53
Arabic Version
Maltese Version
Brand Stationery
54
55
56