GRAPHIC STANDARD
TABLE OF CONTENTS 1 Mission Statement
3 Graphic Guidelines
11 Business Standard
17 Marketing
MISSION STATEMENT Our mission is to provide a Japanese delicacy in an approachable and trendy light. We focus on 2 standards when crafting our mochi: quality and delectability. Our mochi is pounded daily, in-house, with the traditional kine (wooden mallet) and usu (wooden mortar) method. We want to provide customers with a fresh, unique snack, and pair it with silky Kinako, to create an intensely satisfying treat.
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GRAPHIC GUIDELINES
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LOGO The Mochu official logo features the brand name in ITC Avant Garde Gothic Std with a mochi icon where the “o” in “mochu” would go. However, to match the circular nature of the mochi icon, the “u” was transformed slightly by deleting the serif and making it a continuous curved line. The type, as well as the shadow in the mochi icon, is in the mochu green color. The logo represents the approachable yet trendy nature of the Mochu brand. By pairing the mochi icon with the curvature letterforms of Avant Garde,
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it creates a familiar and attractive style.
4.5x x x
DIMENSIONS The x-length of the mochi, or the “o” in “mochu”, must be kept in relation to the stated “x” measurements.
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TYPOGRAPHY Mochu uses 3 typefaces: Orator Std
Sentinel Light
in Medium, Sentinel in Light, and ITC Avant Garde Gothic Std in Book. Orator Std and Sentinel are used in the business and graphic standard,
Orator Std Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
while ITC Avant Garde Gothic Std is used in the logo.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ITC Avant Garde Gothic Std Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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#333333 grey
R 51 G 51 B 51 C 69 M 63 Y 62 K 58
mochu green
#94b248
COLOR PALETTE
R 148 G 178 B 72 C 48 M 14 Y 93 K 0
#94b248 opacity: 30%
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ACCEPTABLE LOGO USAGE The logo should only be shown in color or in greyscale. Any other way is unacceptable and going against the graphic standard.
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UNACCEPTABLE LOGO USAGE 3
1 Do not skew or stretch the image.
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2 Do not change the font or line weight. 3 Do not change the color of the logo. 4 Do not alter the logo’s orientation.
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BUSINESS STANDARD
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3.5”
2”
front
BUSINESS CARD 3.5”
The business card measures 3.5” x 2”. It is printed on thick, white cardstock with a matte
0.66”
finish. The horizontal mochu green stripe on the back will feature a glossy finish. 2”
The card includes the name, phone number, website, and address in Sentinel. The Mochu mochi icon is placed to the right-side, surrounded by the horizontal stripe, which is placed at 0.66” starting from the top of the card.
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back
1.13”
LETTERHEAD
11”
The
letterhead
measures
the
standard 8.5” x 11”. The horizontal stripe at the top starts at 1.13”, with the full address and phone number stated below the official logo. The copy for the letterhead is situated
in
the
middle,
and
measures 4.75” in width.
4.75”
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9.5”
0.77”
4.13”
ENVELOPE 9.5”
The envelope measures the standard 9.5” x 4.13”. It features the official logo, followed below by the address and phone number in Orator Std. The horizontal stripe running through the first line of the address is placed 0.77” from the top of the envelope. The back of the envelope flap is colored with mochu green opacity 30%.
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4.13”
FINAL SYSTEM
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MARKETING
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ADVERTISING Mochu strives for keeping the brand approachable and trendy. We utilize several avenues of advertising in order to focus on and concentrate in the right markets:
billboards,
transportation
trucks, social media, and merchandise.
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SOCIAL MEDIA Advertising on social media platforms such as Instagram, Facebook, and Twitter provides valuable and useful marketing opportunities.
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MERCHANDISE
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CONTACT US 1747 Buchanan St San Francisco, CA 94115 415.548.6351 www.mochu.com mochu@mochu.com