SEON catering Graphic Standards Manual 2009
Table of Contents introduction ................................page corporate logo ..............................page logo variations .............................page color palettes .............................page logo size & usage ...........................page incorrect logo usage ........................page corporate tag line ..........................page tag line size & usage .......................page incorrect tag line usage ....................page typography ..................................page stationery ..................................page catering menu ...............................page wine menu ...................................page promotional items ...........................page legal requirements ..........................page
2  jm seon graphic standards manual
3 4 5 6 7 8-9 10 11 12 13 14-16 17 18 19 20
Introduction We are dedicated to providing the most exceptional, exquisite, and decadent catering experience to each and every client. JM Seon helps clients to innovate and create the sort of catering services they desire for any occasion. Our services incorporate client customization and input with our culinary industry professional’s creative understanding and original ideas. Mission: To provide an affordable, modern style catering, integrating our client’s custom ideas and input with our culinary industry knowledge. Tag line: Innovative fusion cuisine. We understand that catering is important to each client and we strive to serve the needs of each catering experience. Whether it be the wedding of a close friend or a retirement celebration, JM Seon Catering is dedicated to exploring ideas and creating new ways to meet the needs of every client. Our clients know that their memories will last, trusting our corporation to provide exceptional service with innovative fusion cuisine.
jm seon graphic standards manual 3
Corporate Logo
SEON catering
®
4 jm seon graphic standards manual
The JM Seon corporate logo is comprised of four elements. The first is the constraining black box in which the other three elements of the logo are contained in. The style of the capital “J” and “M” evoke prominent Asian influence with a sleek and modern feel. The “Seon” and “catering” type elements in the corporate logo are designed in the Orator Std Medium typeface which represents dedication and professionalism in the culinary industry. The fourth and final element of the corporate logo is the thin line that separates “Seon” and “catering”. This line represents ongoing and constant innovation and creativity throughout the culinary catering industry.
Color Variations There are three different variations of the corporate JM Seon logo that are acceptable to use. The different color variations include: 1. JM- Pantone Solid Coated (877C) Gray Seon & Catering - Pantone Solid Coated (368C) Green Outside box- Pantone Solid Coated (hexachrome blk C) Separation line- Pantone Solid Coated (877C) Gray
2
1
SEON catering
2. JM- Pantone Solid Coated (7485C) White Seon & Catering- Pantone Solid Coated (877C) Gray Outside box- Pantone Solid Coated (hexachrome black C) Separation line- Pantone Solid Coated (7485C) White 3. JM- Pantone Solid Coated (7485C) White Seon & Catering- Pantone Solid Coated (368C) Green Outside box- Pantone Solid Coated (hexachrome black C) Separation line- Pantone Solid Coated (7485C) White
SEON catering
Note: The outside constraining box is always Pantone Solid Coated Hexachrome black C.
3
SEON catering
jm seon graphic standards manual  5 
Color Palette pantone solid coated
Pantone 7485C
Pantone 368C
Pantone 877C
Pantone Hexachrome Black C
CMYK
CMYK 6-0-10-0
CMYK 0-0-0-40
CMYK 57-0-100-0
CMYK 1-1-1-100
RGB 123-193-67
RGB 34-30-30
RGB
RGB 238-246-232
RGB 167-169-172
6  jm seon graphic standards manual
The JM Seon corporate color palette is comprised of four selected colors from the Pantone Solid Coated color book. The equivalents to convert to RGB color and CMYK color are displayed as well. The only approved colors are these four pantone colors and their equivalents which are specifically outlined in this manual. Do not attempt to recreate these colors in anyway.
Logo Size & Usage The JM Seon corporate logo is to be stacked at all times. The minimum size is the smallest size the logo can be displayed. The JM Seon corporate logo should never be used without clear space.
With clear space
N
This example shows the JM Seon Corporate logo displayed with clear space around it. The clear space is defined with the width of the size of the “N” in Seon. The smallest size that the corporate logo can be displayed at with the clear space beyond is 2 inches in length and 1.44 inches in width.
N
N
2 inch length
Do not attempt to recreate or redistribute original artwork, logo elements in any way.
SEON catering N 1.44 inch width
N N space jm seon graphic standards manual 7
Incorrect Logo Usage Unauthorized and incorrect logo usage
SEON catering
SEON catering
SEON catering
SEON catering
8  jm seon graphic standards manual
The corporate logo has been outlined on approved color variations and sizes with and without clear space. Illustrated here are different color variations that are unauthorized and not approved for usage. Do not attempt to recreate or redistribute original artwork, logo elements, or color palettes in any way.
Incorrect Logo Usage Unauthorized and incorrect logo usage
The corporate logo is always stacked and should never be displayed horizontally. Each element of the logo should be used at all times when displaying the JM Seon Corporate logo. Elements of the logo should not be reorganized, re-sized or recolored, except in authorized ways strictly outlined in this manual. Do not attempt to recreate or redistribute original artwork, logo elements, or color palettes in any way.
SEON catering SEON catering
jm seon graphic standards manual  9 
Corporate Tag line There are four different variations of the corporate JM Seon tag line that are acceptable to use. The different color variations include: 1. No outside boxTypeface- Pantone Solid Coated (hexachrome black C) 2. Box-Pantone Solid Coated (hexachrome black C) Typeface- Pantone Solid Coated (368C) Green 3. Box- Pantone Solid Coated (368C) Green Typeface- Pantone Solid Coated hexachrome black C) 4. Box- Pantone Solid Coated (hexachrome black C) Typeface- Pantone Solid Coated (7485C) White Note: The outside constraining box is always either Pantone Solid Coated Hexachrome black C or Pantone Solid Coated (368C).
10  jm seon graphic standards manual
Tag line Usage .34 inch width 2.09 inch length n space
.34 inch width 2.09 inch length
The JM Seon corporate tag line is to be displayed horizontally at all times. The minimum size is the smallest size the tag line can be displayed. The corporate tag line should never be used without clear space. The first example shows the JM Seon corporate tag line displayed with clear space around it. The clear space is defined with the length of the size of the “n” in Innovative. The smallest size that the corporate logo can be displayed at with the clear space beyond is 2.09 inches in length and .34 inches in width. The second example shows the JM Seon corporate tag line displayed with clear space around it but without the constraining box. The clear space is defined with the length of the size of the “n” in Innovative. The smallest size that the corporate logo can be displayed at with the clear space beyond is 2.09 inches in length and .34 inches in width. Note: Smallest tag line size does not differ whether constraining box is used or not. Do not attempt to recreate or redistribute original artwork, logo elements, or color palettes in any way.
n space jm seon graphic standards manual 11
Incorrect Tag line Unauthorized and incorrect tag line usage
The corporate tag line has been outlined on approved color variations and sizes. Illustrated here are different color variations that are unauthorized and not approved for usage. The corporate tag line is always displayed horizontal. Each element of the tag line should be used at all times when displaying the JM Seon Corporate tag line. Elements of the tag line should not be reorganized, re-sized or recolored, except in authorized ways strictly outlined in this manual. Do not attempt to recreate or redistribute original artwork or tag line elements in any way.
12  jm seon graphic standards manual
Typography Orator Std Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Arial Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Orator Std Medium, Arial, and Mayflower Antique are all approved typefaces for JM Seon corporate documents. Orator Std Medium and Mayflower Antique typefaces are incorporated within the JM Seon corporate logo and tag line. Arial is approved for body copy in large documents since it is a sans serif and a highly readable typeface. If the above fonts are unavailable the Times New Roman typeface is an acceptable alternative. However, there are no acceptable alternatives for Orator Std Medium or Mayflower Antique. Do not attempt to recreated or redistribute original artwork or typefaces. Acceptable typefaces are strictly outlined in this manual.
jm seon graphic standards manual  13 
Stationery
SEON catering
There is one authorized version of the JM Seon corporate letterhead. This example has the corporate logo in the left corner with appropriate clear space around it and the contact information listed at the bottom of the page. Do not attempt to recreate or redistribute original artwork or letterheads, or color palettes in any way.
1305 1st street denver, co 80204 | www.seoncatering.com phone: 720.526.7589 | fax: 720.526.7555
14  jm seon graphic standards manual
Stationery
Front
Back
W. Salinger executive chef
SEON catering
There are two different variations of the JM Seon corporate business card. The first has the corporate logo in the left corner with appropriate clear space around it and the contact information at the top of the page. The second has the corporate logo in the left corner with appropriate clear space around it and the contact information listed at the bottom of the page. These two examples are the only acceptable forms of business cards for JM Seon Catering.
1305 1st St. denver, co 80204 fax 720.526.7555
720.526.7589
Do not attempt to recreate or redistribute original artwork, business card, or color palettes in any way.
www.seoncatering.com
Front
Back
W. Salinger executive chef
SEON catering
1305 1st St. denver, co 80204 fax 720.526.7555
720.526.7589
www.seoncatering.com
jm seon graphic standards manual  15 
Stationery
1305 1st street denver, colorado 80204 | www.seoncatering.com phone: 720.526.7589 | fax: 720.526.7555
SEON catering
There is one acceptable version of the JM Seon corporate envelope. This example illustrates the corporate logo on the left side of the envelope with appropriate clear space around it. The corporate tag line is placed below the logo without interfering with the clear space of the logo. The contact information is placed on the top of the envelope to be viewed right side up when the envelope is sealed. This example is the only acceptable form of corporate envelope for JM Seon Catering. Do not attempt to recreate or redistribute original artwork, envelope, or color palettes in any way.
16  jm seon graphic standards manual
Catering Menu 720.526.7589 seoncatering.com SEON catering
catering menu There is one acceptable version of the JM Seon corporate catering menu. This example is outlined with appropriate logo, clear space, and tag line usage. Do not attempt to recreate or redistribute original artwork, menu, recipes, or color palettes in any way.
jm seon graphic standards manual  17 
Wine Menu SEON catering
There is one acceptable version of the JM Seon corporate wine menu. This example is strictly outlined with appropriate logo, clear space, and tag line usage. Do not attempt to recreate or redistribute original artwork, menu, recipes, or color palettes in any way.
18  jm seon graphic standards manual
Promotional Items There are two acceptable versions of the JM Seon corporate coasters for promotional purposes. This example illustrates the corporate logo centered with appropriate clear space around it. The corporate tag line is placed beneath the logo without interfering with the clear space of the logo. The phone number and web address are placed in the left hand corner of the coaster. This example is one of two acceptable forms of the coasters for promotional purposes for JM Seon. Note: The only variation of the corporate coasters for promotional purposes are color variations. Do not attempt to recreate or redistribute original artwork, coaster, or color palettes in any way.
SEON catering 720.526.7589
seoncatering.com
jm seon graphic standards manual  19 
Promotional Items
SEON catering 720.526.7589
seoncatering.com
20  jm seon graphic standards manual
There are two acceptable versions of the JM Seon corporate coasters for promotional purposes. This example illustrates the corporate logo centered with appropriate clear space around it. The corporate tag line is placed beneath the logo without interfering with the clear space of the logo. The phone number and web address are placed in the left hand corner of the coaster. This example is one of two acceptable forms of the coasters for promotional purposes for JM Seon. Note: The only variation of the corporate coasters for promotional purposes are color variations. Do not attempt to recreate or redistribute original artwork, coaster, or color palettes in any way.
Legal Requirements ®
®
The legal representation of our company name is “JM Seon Catering Company”. When using contracts or other legal documentation use the full legal name of the company. Federally registered trademarks should be recognized by using the ®. The corporate logo and tag line are both registered trademarks of the JM Seon Catering Company. Copyright © 2009 JM Seon Catering Company. All rights reserved.
SEON catering
®
Copyright © 2009 JM Seon Catering Company. All rights reserved.
jm seon graphic standards manual 21
速
www.seoncatering.com JM Seon Catering 1305 1st Street Denver, CO 80218 Phone 720.526.7589 Fax 720.526.7555
SEON catering