welcome Welcome to the Zishi brand book. We have created this document as a guide and inspiration for anyonewho is commissioning, writing, designing or producing Zishi branded communications. This document contains a summary of the thinking behind our brand,an overview of our creative style and an explanation of the basic elements of our identity.
Content
I COMAPNY OVERVIEW p2 p3 p3 p4
Introduction The Origin of Our Name Our Mission Statement Our Tone of Voice
II BASIC SYSTEM p6 p7 p9 p11 p12 p13 p14 p15 p18 p19
Logo Logo Integrity Unacceptable Use (Logo) Primary Colors Logo Color Genres Logo and Backgrounds Unacceptable Use (Backgrounds) Supporting Elements Unacceptable Use (Supporting Elements) Typography
III APPLICATIONS p22 p23 p25 p28 p29 p31 p33
Business Card To-go Cup Food Bags Meal Box To-go Bag Menu Soymilk Cookie Package
IV ENVIRONMENT
C O M PA N Y OVERVIEW
1
Introduction
Zishi Soy Milk, inspired by the traditional soybean milk store anywhere in Taiwan. They sell soybean milk and traditional Taiwanese snacks, simple but tasty, which are the favorite of local people. Therefore, our founder decided to introduce these authentic cuisine to European and American, so the whole world can know this delicacy. On the other atmosphere, our opening hour is at night, unlike the silimar store in Taiwan. The charming night suits our personality the most. We want to provide a cozy place having unique and delicate food that western people can go at night.
2
The Origin of Our Name The name “zishi” is actually a chinese pronunciation. There are double meaning in Chinese. First, the pronunciation of “zishi” is as same as a word representing” midnight “ in Chinese Era (combination of the Heavenly Stems and Earthly Branches.), and midnight is our opening hour. Second, the literal meaning of “shi” is “rock” in Chinese. We use it because traditionally, millstone is used to grind the soybean.
Our Mission Statement Zishi Soy Milk brings Taiwanese traditional cuisine to the western people. We want to refresh, promote and internationalize this kind of Taiwanese local store. Moreover, expression. For people incline toward a tranquil and high quality place to stay at night, we invite them into our store for some elegant indulgence and serve them with the best local cuisine.
3
Our Tone of Voice Read the words that describe us and enjoy.
Delicate Tranquil Quality Elegant Simple Unique Essential Finest Authentic
4
BASIC SYSTEM
Logo
These are the primary of the logo. They should be used in all cases possible. Unless shape or length creat an issue.
6
Logo Integrity
7
1
0.7cm
1.6cm
0.9cm
2
1 Clear Space 2 Minumum Size
8
Unacceptable Use
9
1
2
3
4
5
6
1 Do not any time angle the logo. It always sits on a 0 degree angle.
2 Do not in any way distort the logo, either by stretching, squishing, etc.
3 Do not alter the colors of the logo.
4 Do not change any position of the symbol and the logotype.
5 Do not change the type face or font style of any part of the logo.
6 Do not add any effects to the logo, including drop shadow, gradients, etc.
10
Primary Colors
PANTONE 187U
R0 G0 B0 #000000 PANTONE Black U
11
Logo Color Genres
1
2
3 1 Full color 2 Grey Scale 3 One Black Color
12
Logo and Backgrounds
13
Unacceptable Use
1
Zishi Soy Milk, inspired by traditional soybean milk sto inTaiwan. It°œs easily to fi 24-hour soybean milk store anywhere in Taiwan. They se soybean milk and traditiona Taiwanese snacks, easy but t which are the favorite of lo people.
2
3
1 Do colors 2 Do 3 Do
not put the logo on similar backgrounds not put the logo on words not put the logo on pictires
14
Supporting Elements
Rotate 45°
This simple graphic is used as a main decoration on our communications. Be sure to use this element wisely so that it doesn’t appear bulky.
15
1
2
1 Clear Space 2 Minimun Size
16
This element is supposed to be used singly, but it can also be turned into a repetitive pattern if needed.
17
Unacceptable Use
1
2
3
1 Do not any time angle the logo. It always sits on a 0 degree angle. 2 The supporting element can not be bigger than the logo on any item. 3 Do not crop the element. It should always be complete.
18
Typography
蒙納繁正黑 壹貳參肆伍陸柒捌玖拾 一二三四五六七八九十卄卅 ㄅㄆㄇㄈㄉㄊㄋㄌㄍㄎㄏㄐ ㄑㄒㄓㄔㄕㄖㄗㄘㄙㄚㄛ ㄜㄝㄞㄟㄠㄡㄢㄣㄤㄥㄦㄧㄨㄩ 兙兛兞兝兡兣嗧瓩糎 0123456789
1
蒙納長繁宋 壹貳參肆伍陸柒捌玖拾 一二三四五六七八九十卄卅 ㄅㄆㄇㄈㄉㄊㄋㄌㄍㄎㄏㄐ ㄑㄒㄓㄔㄕㄖㄗㄘㄙㄚㄛ ㄜㄝㄞㄟㄠㄡㄢㄣㄤㄥㄦㄧㄨㄩ 兙兛兞兝兡兣嗧瓩糎 0123456789
2
1 Chinese Typeface - Sans Serif 2 Chinese Typeface - Serif
19
Helvetica Neue (UltraLight) A B C DE F G HIJK L M NOPQR S TUVWXYZ ab c d e fghijklmnop q rst uv wx yz 0 1 2 34 5 6 7 8 9 !@ #$ %^ &*
3
Helvetica Neue (Light) a b c defgh ijklmn o pqrs t u vw xy z
4
Cambria (Regular) A B CD EFG HIJKL MNOPQRSTUVWX Y Z a b c d efgh ijklmnop q r s tuvw xyz 0 1 2 3 4 5 6 7 8 9 ! @# $%^ &*
5
3 English Typeface - Sans Serif 4 English Typeface - Sans Serif 5 English Typeface - Serif
20
APPLICATIONS
1
Business Card
6cm
6cm
22
To-go Cup 9cm
13cm
23
24
Food Bags For clay oven rolls 11cm
招 牌 燒 餅
25
Food Bags For fried bread sticks
30cm
9cm
26
Food Bags For sream buns
16cm
16cm
27
Meal Box
13cm
8cm
The box
The sticker
28
To-go Bag
The tag
11cm
The bag
29
30
Menu
31
32
Soymilk Cookie Package 7cm
11cm
33
34
Environment
36
Chang chia yun 2014.6.14