PÂTISSERIE ON NEWBURY
Pâtisserie on Newbury
TABLE OF CONTENTS Introduction Logo Color Typography Tone Of Voice Photo Art Direction Iconography Product Photography
Table of Contents
Introduction
FRENCH CHIC LIGHT MINIMALIST
PÂTISSERIE ON NEWBURY
Introduction
LOGO
The logo, a rooster, is inspired by the French national animal as well as the animal’s association with morning. It is made from a combination of curved and pointed shapes.
Logo
Primary Logo Use
Secondary Logo Use
Standard Logo — can be used for almost all branding and patisserie materials (ex. menu, bags, etc.).
Simplified Logo — can be used for simpler branding within the store (ex. coffee mugs, napkins, etc.).
Logo
LOGO USE
LOGO DON’TS
The logo should always relatively remain the same. Don’t inverse the logo colors, flip the rooster, bleed the logo off of a page, change the width of the outer circle, or increase the space between the inner and outer circles.
Logo
Navy Blue
Mustard Yellow
Color Breakdown: C78 M64 Y45 K29 R61 G77 B94
Color Breakdown: C13 M22 Y74 K0 R224 G191 B97
Bright White Color Breakdown: C0 M0 Y0 K0 R255 G255 B255
Color
COLOR
There are three main colors associated with Pâtisserie on Newbury: navy blue, mustard yellow, and bright white. The primary color of the pâtisserie is navy blue (C78 M64 Y45 K29), the secondary is mustard yellow (C13 M22 Y74 K0), and the tertiary is bright white (C0 M0 Y0 K0).
HEADLINE Baskerville — Regular, All Caps
SUBHEADLINE Copperplate — Regular, All Caps
Body Copy 1—Giassed quis as rae qui to es essendaest, torpor accullupta solumquost es dolecum rem re exerionsecum non nonsequam nobitiunt eosam, ium ea ipsapit, conecum repro berum hit et re, odi susantotame consequi blandit, ipita quis.
Body Copy 2—Giassed quis as rae qui to es essendaest, torpor accullupta solumquost es dolecum rem re exerionsecum non nonsequam nobitiunt eosam, ium ea ipsapit, conecum repro berum hit et re, odi susantotame consequi blandit, ipita quis.
Baskerville — Italic, Tracking: 30
Baskerville — Regular
FONTS
There are two font families for Pâtisserie on Newbury: Baskerville and Copperplate. Baskerville is used for headlines (all capitalized), as well as for body copy in italic (with 30 tracking) or regular. Copperplate is used for subheadlines, and must be all capitalized.
Typography
PRIMARY LEFT ALIGNED
Body Copy 1—Giassed quis as rae qui to es essendaest, torpor accullupta solumquost es dolecum rem re exerionsecum non nonsequam nobitiunt eosam, ium ea ipsapit, conecum repro berum hit et re, odi susantotame consequi blandit, ipita quis. Harchill essunt doluptae dolestiam, sed ullorem laborio volore ad mo illiquunt volut quiam ex expliciis aut quidesed evenis eum earchillabor sum doluptam id mo dolupta tiatibus il exerovid que qui de nit, aut etur? Occabor umquundicia doluptae pa conseque nonet eum aut voluptio. Uptatemquat que eumquis niminciis est, voluptatatum exerum rectaturior sam venti de et re consequis quam estisitio. Nam que conet estiatur? Is qui quodi aceperro cum, quatur? Quiam quam anis eumquis nihitius aut dendigenis et, ipid qui doluptia quistiur?
SECONDARY CENTER ALIGNED Body Copy 1—Giassed quis as rae qui to es essendaest, torpor accullupta solumquost es dolecum rem re exerionsecum non nonsequam nobitiunt eosam, ium ea ipsapit, conecum repro berum hit et re, odi susantotame consequi blandit, ipita quis. Harchill essunt doluptae dolestiam, sed ullorem laborio volore ad mo illiquunt volut quiam ex expliciis aut quidesed evenis eum earchillabor sum doluptam id mo dolupta tiatibus il exerovid que qui de nit, aut etur? Occabor umquundicia doluptae pa conseque nonet eum aut voluptio. Uptatemquat que eumquis niminciis est, voluptatatum exerum rectaturior sam venti de et re consequis quam estisitio. Nam que conet estiatur? Is qui quodi aceperro cum, quatur? Quiam quam anis eumquis nihitius aut dendigenis et, ipid qui doluptia quistiur?
ALIGNMENT
The primary alignment for Pâtisserie on Newbury is left alignment. If left alignment does not work visually, the secondary alignment structure (center alignment) can be used to display type. Typography
TONE OF VOICE
Tone of Voice
Tone of Voice
FRIENDLY CASUAL CALM CONVERSATIONAL
Photo Art Direction
PHOTO ART DIRECTION
Photos will be taken specifically for social media posting and general marketing of the Pâtisserie. Photos should display the product in a nice and trendy manner, as well as work to reinforce the chic and minimalist French style of the store. Photo Art Direction
ICONS
Similar to the points on the rooster logo, these icons have been designed to have specific curved and sharp endpoints. They would be used in the store to mark where these items could be located (ex. trash icon above trash can, pie icon on pie display label, etc.). Iconography
Product Photography
DINE IN
Product Photography
TAKE OUT
Product Photography
ON THE WEB
Product Photography
DOWN TO BUSINESS
Product Photography
URBAN PROMOTION