Harry Ramsden’s
Brand guidelines
version 1.0
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Harry Ramsden’s
Contents
Introduction
3
Primary Logo
4
Secondary Logo
5
Isolation Area
6
Isolation Area
7
Scale & Propor tion
8
Scale & Propor tion
9
Brand Statement
10
Logo Usage
11
Logo Usage
12
Logo Usage
13
Logo Usage
14
Colour
15
Ty p e f a c e
16
Ty p e f a c e
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Ty p o g r a p h y
18
Ty p o g r a p h y
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Harry Ramsden’s
These guidelines outline the elements which make up the Harr y Ramsden’s branding. They include all rules to create visual communication. This will enable the consistency of the brand image to maintain professionalism.
introduction
3
Harry Ramsden’s
This is the Primar y Logo for the Harr y Ramsden Brand this should be used wherever appropriate across both printed ephemera and screen based design.
Primary Logo
4
Harry Ramsden’s
This is the Secondar y Logo for the Harr y Ramsden Brand this should be used wherever the primar y logo is not appropriate. This can be used across both printed ephemera and screen based design.
EST 1928
H a r ry r a m s d e n ’ s FISH & CHIPS
Secondary Logo
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Harry Ramsden’s
The Harr y Ramsden’s primar y identity should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo. The area is defined by using one scaled down cell of the logo which is referred to as x. A margin of clear space equivalent to x is drawn around the logo to create the invisible boundar y of the area of isolation. The scaling proportion is 4-1.
Isolation Area
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Harry Ramsden’s
The Harr y Ramsden’s secondar y identity should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo. The area is defined by using one scaled down cell of the logo which is referred to as x. A margin of clear space equivalent to x is drawn around the logo to create the invisible boundar y of the area of isolation. The scaling proportion is 4-1.
Isolation Area
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EST 1928
H a r ry r a m s d e n ’ s FISH & CHIPS
Harry Ramsden’s
Scale & Proportion
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screen
15 mm
30 px
There are no predetermined sizes for the primar y Harr y Ramsden’s logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility. There is no preset maximum size for the Harr y Ramsden’s logo. Minimum sizes are as shown here.
Harry Ramsden’s
Scale & Proportion
9
screen
There are no predetermined sizes for the secondar y Harr y Ramsden’s logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility.
EST 1928
EST 1928
H a r ry r a m s d e n ’ s
H a r ry r a m s d e n ’ s
FISH & CHIPS
FISH & CHIPS
15 mm
30 px
There is no preset maximum size for the Harr y Ramsden’s logo. Minimum sizes are as shown here.
Harry Ramsden’s
Harr y Ramsden’s is a traditional fish and chip restaurant with a passion for bringing the heart of the nation right to your plate. Over our 86 years we have learnt that no matter what, our customers always appreciate fine ingredients and locally sourced produce. Cooked with love, appreciation and enjoyment, the Harr y Ramsden’s journey is tailored perfectly to your needs. Simplicity is superior and Harr y Ramsden prides itself in bringing our customers’ the traditional British Fish & Chips experience.
BRAND STATEMENT
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Harry Ramsden’s
Logo Usage
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Logo Don’ts
Distorted
Altered
The logotype should never be manipulated, stretched, distorted or cropped.
The composition of the logo should never be altered or adjusted.
When using the Harr y Ramsden’s logo the following rules should be adhered to at all times..
Harry Ramsden’s
Logo Usage
12
Logo Don’ts
Colour
Typeface
When using the Harr y Ramsden’s logo the following rules should be adhered to at all times..
H A R RY R A M S D E N ’ S
The logo should never be used in a different colour, nor should it be placed on a different background colour either.
The logo typography should never be altered or replaced, The supplied logos should be used at all times.
Harry Ramsden’s
Logo Usage
13
Logo Don’ts
Distorted
Altered
When using the Harr y Ramsden’s logo the following rules should be adhered to at all times..
EST 1928
H a r ry r a m s d e n ’ s
EST 1928
H a r ry r a m s d e n ’ s FISH & CHIPS
FISH & CHIPS
The logotype should never be manipulated, stretched, distorted or cropped.
The composition of the logo should never be altered or adjusted.
Harry Ramsden’s
Logo Usage
14
Logo Don’ts
Colour
Typeface
When using the Harr y Ramsden’s logo the following rules should be adhered to at all times.. EST 1928
EST 1928
H a r ry r a m s d e n ’ s
H rY y RrAaM mSsD dEeN n’’Ss Ha Ar RR
FISH & CHIPS
FISH & CHIPS
The logo should never be used in a different colour, nor should it be placed on a different background colour either.
The logo typography should never be altered or replaced, The supplied logos should be used at all times.
Harry Ramsden’s
Colour
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The Harr y Ramsden’s colour palette has 5 colours, of which any can be background and content colours. Predominently, an off-white stock of 180gsmwill be used for promotional material. Sequoia
Asagi
Ochiba
Wrasse
Trevally
C M Y K
84% 64% 61% 66%
C M Y K
85% 57% 49% 31%
C M Y K
72% 33% 33% 02%
C M Y K
53% 36% 39% 03%
C M Y K
23% 15% 20% 00%
R G B
20 40 44
R G B
41 80 91
R G B
78 139 155
R G B
129 143 144
R G B
196 261 196
#14282C
#29505B
#4E8B9B
#818F90
#C4C9C4
Harry Ramsden’s
The Harr y Ramsden’s identity uses a bespoke cut of the typeface Perpetua Titling MT BOLD. This is to be used within the logo and for headers or subheaders. Where it is not possible to use BOLD, Perpetua Titling MT LIGHT must be used accordingly.
TYPEFACE
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Perpetua Titling MT BOLD abcdefghijklmnopqrstuvwxyzß朕 ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ &0123456789*#@+<=>’”÷±%‰⁄?£$€ ƒ¥¢,.:;...“”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©TMÄÅÂÁÃÀÇÉÊË ÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ao¬•¶ı°`~^ˆ???? •-–—_
Perpetua Titling MT LIGHT abcdefghijklmnopqrstuvwxyzß朕 ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ &0123456789*#@+<=>’”÷±%‰⁄?£$€ ƒ¥¢,.:;...“”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©TMÄÅÂÁÃÀÇÉÊË ÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ao¬•¶ı°`~^ˆ???? •-–—_
Harry Ramsden’s
The Harr y Ramsden’s identity uses a bespoke cut of the typeface Gill Sans Semi Bold. This is to be used within the logo and for headers or subheaders. Where it is not possible to use Gill Sans Regular must be used accordingly.
TYPEFACE
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Gill Sans Semi Bold abcdefghijklmnopqrstuvwxyzß朕 ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ &0123456789*#@+<=>’”÷±%‰⁄?£$€ ƒ¥¢,.:;...“”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©TMÄÅÂÁÃÀÇÉÊË ÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ao¬•¶ı°`~^ˆ???? •-–—_
Gill Sans Regular abcdefghijklmnopqrstuvwxyzß朕 ABCDEFGHIJKLMNOPQRSTUVWXYZÆŒ &0123456789*#@+<=>’ ”÷±%‰⁄?£$€ ƒ¥¢,.:;...“”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©TMÄÅÂÁÃÀÇÉÊË ÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ úùûüÿ†‡§ao¬•¶ı°`~^ˆ???? •-–—_
Harry Ramsdenâ&#x20AC;&#x2122;s
Typography
Typographic design should be applied using the following parameters:
weight Gill Sans should always be used in the Semi Bold weight for all body copy titles. Perpetua Titling MT must always be used for headers.
style Manipulating the typeface is prohibited. Stretching, condensing, outlining and drop shadow must never be used.
spacing Type should be set at 100% word spacing and 0% letter spacing. In some circumstances it may be necessar y to adjust the spacing between individual characters manually.
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Harry Ramsdenâ&#x20AC;&#x2122;s
Typography
Typographic design should be applied using the following parameters:
sizing The smallest size permitted is 4 pt. This should only be for certain print uses such as credits. There is no upper size limit.
alignment Left alignment should generally be used for Gill Sans. Align right is used in some instances on screen.
leading Leading should always be set to +16.6%. So leading on 24pt type would be 28pt. Above 36pt, leading can be adjusted manually. The ascenders and descenders in the typeface should never touch.
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Harry Ramsden’s
C Harry Ramsden’s
version 1.0
updated 15.05.14
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