OUR STYLE GUIDE MOOD : FOOD Version 1 2017
ABOUT US Mood : Food (MF) is a project that aims to offer a fresh new perspective of decision-making when preparing meals in the comfort of your home kitchen. The project begun as a Major Work to satisfy the requirements of a Bachelor of Design (Graphic Design) course. The idea was to find a way to publish Sophie’s recipes for her family and friends to have and share in a fun and refreshing way. This style guide’s aim is to provide strong and instant recognition through consistent use of the Mood : Food Logo. The logo has been developed to promote Mood : Food’s aims and objectives. We request that the following guidelines are adhered to. The logo is a representation of the most important idea representation: moods. The pentagon represents the five common moods. 2
CONTENTS 1
OUR STYLE GUIDE
2
ABOUT US
4
PRIMARY LOGO
5
SECONDARY LOGO
6
COLOUR PALETTE
Mood : Food
Logo Moods
9
MOOD LOGOS Happy Healthy Relaxed Romantic Sleepy
12 TYPOGRAPHY Style Guide General
15 COLLATERAL Cook Book Poster Bunting Little Books Brochure Business Cards Stationary
22
SOCIAL MEDIA Facebook
24 PHOTOGRAPHY
3
PRIMARY LOGO
MF Primary Logo full colour MF Primary Logo restricted colour The MF Primary Logo full colour should be used on all MF collateral such as correspondence, marketing and advertising. The MF Primary Logo restricted colour is used on monochromatic material or under the designers best interests. 4
SECONDARY LOGO
MF Stamp Logo full colour MF Stamp Logo restricted colour The MF Stamp Logo full colour and is best used for digital media and collateral such as marketing and advertising. MF Stamp Logo restricted colour is used on monochromatic digital media and collateral material or under the designers best interests. 5
COLOUR PALETTE LOGO
LOGO BLUE RGB #60C2A4 CMYK 61 0 45 0
MOODLESS GREY RGB #4E4E4E CMYK 65 58 57 36
Logo Blue is the primary logo colour. Moodless Grey is the secondary logo colour and should be used in monochromatic colour schemes. White is an acceptable colour. 6
MOODS
HAPPY YELLOW
ASSETS
RGB #FFC90B CMYK 0 23 92 0
WHITE WITH REDUCED OPACITY
SKIM
1%
RGB #D5E686 CMYK 23 0 58 0
RGB #C7DD5D CMYK 30 0 74 0
2% RGB #B9D435 CMYK 36 0 88 0
RELAX
RELAXING
RELAXED
RGB #BDE3DC CMYK 25 0 15 0
RGB #72C8B6 CMYK 54 0 35 0
RGB #5EC1A4 CMYK 62 0 45 0 7
8
HEART
BEAT
RGB #EA82A0 CMYK 3 61 16 0
RGB #2B0003 CMYK 55 77 67 80
ZZZ
HAPPY YELLOW RELAXED
RGB #3E3552 CMYK 80 78 40 38
RGB #FFC90B CMYK 0 23 92 0
RGB #5EC1A4 CMYK 62 0 45 0
MOOD LOGOS
HAPPY
HEALTHY 9
RELAXED
ROMANTIC 10
SLEEPY
Unlike the MF Primary and Secondary logos, the logos of moods aren’t as strongly restricted. These thumbnails represent them in their natural state and should be used as a guide for collateral. 11
TYPOGRAPHY STYLE GUIDE
HEADER 1 HEADER 2 Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. (BC) • What’s your mood? • What’s your mood?
HEADER 3 Lorem ipsum dolor sit amet, consectetuer adipiscing elit. HEADER 4 SUBHEADER
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
RGB #ffffff
12
CONTENTS (H1) # TABLE OF CONTENTS SECTIONS (TOC_SECTIONS) Table of Contents Body Text Table of Contents Body Text
# TABLE OF CONTENTS SECTIONS Table of Contents Body Text Table of Contents Body Text
# TABLE OF CONTENTS SECTIONS Table of Contents Body Text Table of Contents Body Text
13
GENERAL
Museo Sans 100 / 300 / 700
Museo Slab 100 / 300 / 700
The typeface of MF is Museo. The default font family is Museo Sans. This is used in content-heavy copy. Museo Slab is used for headings or for emphasis. 14
COLLATERAL COOK BOOK
15
POSTER
Level 1 Area 4:30pm Tuesday 12th December, 2017 Bridget Behan Graphic Design
RETHINK DECISION MAKING IN THE KITCHEN
Level 1 Area 4:30pm Tuesday 12th December, 2017 Bridget Behan Graphic Design
16
BUNTING
17
LITTLE BOOKS
18
BROCHURE
19
BUSINESS CARDS
20
STATIONARY
21
SOCIAL MEDIA FACEBOOK
22
These images were used in Phase #1 of content generation - notice the old logo. They are to be used as a guide when creating new content. 23
PHOTOGRAPHY
24
25
26
These images are used throughout the project in the Cook Book and other collateral. There has been no preference to print or web use. They are to be used as a reference and a guide for future content generation. 27
This Style Guide is apart of the project Mood : Food.