2018.02.26
TOP PATTY BURGERS
BRAND GUIDELINE
Al l r ig ht s re s e r ve d - 2 0 1 8 - hu n a p s t u d i o
CO NTE N T 1.
BRAND DESCRIPTION
2.
MAIN LOGO
3.
BRAND MARK
4.
LOGO CONSTRUCTION
5.
LOGO ISOLATION SPACE
6.
LOGO AND BRAND MARK MINIMUM SIZE
7.
BRAND MARK USAGE ON DIFFERENT BACKGROUNDS
8.
LOGO USAGE ON DIFFERENT BACKGROUNDS
9.
BRAND ICONS
10. BRAND COLORS 11. FONT STYLE 12. COW SILHUETTE
TO P PAT T Y Top Patty Burgers is a new exciting burger restaurant that has a primary focus to ‘Serve the best tasting burgers” possible. The project is all about taking simple and classic burger recipes that are perfectly selected and combine them with the best of what Romanian produce has to offer. Our mission is simply to serve the best of local grown produce in a relaxed and modern dining setting. Insert Caption “We care about where our produce comes from, we care about those who grow for us, produce for us and supply to us” Our burgers have many things in common: the beef is first-rate which is always grain fed, the accompaniments are made in house from scratch and our buns are sourced from the best local artisan bakers. Everything is important: the way the patties are cooked, the way the sauce is applied, even the way our onions and chips are cut. And more importantly, everything is freshly made and cooked to order right in front of you. Our mission is to provide the best tasting burgers possible by partnering with local farmers who care about what goes into our burger almost as much as we do. Hence why we source our free-range beef, chicken, pork and everything in between from local farms and supplier with exceptional product quality and standards.
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THE M A I N L O G O Top Patty literally translates to the “Best Meat Patty� which is our promise and pledge to our customers. The logo is the key building block of our identity, the primary visual element that identifies us. The TOP PATTY BURGERS logo comprises four elements, the main title, two additional title and a cow head symbol. The Logo is a powerful image evoking the gastroculture - the connection between the premium feelings with the quality ingredients. The logo types has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of uppercase letters. The corporate logo is presented through the use of colour as well as shape and form. The two corporate colours are blue and bronze/gold. It is a fresh and appealing blend of colours chosen for their strong combination - modern - premium - timeless.
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O UR S L O G A N
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BRAND M A R K
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LO G O C O N S T R U C T I O N It is important to keep corporate marks clear of any other graphic elements.
I S O LAT I O N S PA C E To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark.of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.
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THE LO G O A N D B R A N D M ARK M INIM UM SIZ E
The logo normal size is 40 mm high
The logo minimum size is 25 mm high
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LO G O U S A G E O N DI FFE R E N T BACKGR O U N D S This colors are recommendations for using the logo on
different backgrounds.
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BRAND I C O N S An icon is a pictogram displayed on a screen or print layout in order to help the user navigate through the content in a easier way. The icon itself is a small picture or symbol serving as a quick, “intuitive� representation of a software tool, function or a data file.
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BRAND C O L O R S Color plays an important role in the Top Patty Burgers identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the “One Voice� color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the Top Patty brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent.
PANTONE 7709 C
PANTONE 875 C
PANTONE 5463 C
PANTONE BLACK
PANTONE WHITE
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TOP PATTY FONT STYLE Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Top Patty communications.
Bodoni MT
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 ABCDEFGHIJKLMNOPQRSTUVWXYZ á éí öóü 123 4 5 6 7 8 9 0 Circular Std
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 ABCDEFGHIJKLMNOPQRSTUVWXYZ áéíöóü 1234567890 Nexa Bold
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 ABCDEFGHIJKLMNOPQRSTUVWXYZ á é í ö ő ó ü ű 1 2 3 4 5 678 9 0
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CO W Simple. Modern. Fresh. Those three words perfectly illustrate the beauty in our brand. From its ethos through its visual communications, the brand’s design direction weighs heavily urbane features that allows us to communicate the food journey of paddock to plate in a subtle but effective way. The cow silhouette is a focal point of our design feature which further communicates that burger message by placing the hero of our at the center of the design philosophy. Combine this with the use of raw and industrial like materials which are matched perfectly with natural colour pallets and lighting, further creates that unity between food and dÊcor which all blend together to create a relaxed dining experience in a modern setting.
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