Thyme square brand guidelines by Jessica Kenyon

Thyme Square Deli . Bistro . Catering

Thyme Square Brand Guidelines Identity and Logo Useage 2015

Contents 3 4 5 6 7 8 9 10 11 12 13 14 15

Brand Overview Logo Variations Logo Colour Variations Colour Print Specifications Logo Exclusion Zone Logo Minimum Size Logo Improper Use Applying the Guidelines/Appropriate/Unauthorized Logo Applications Typeface Stationary and Rewards Menu and Promotions Take Away Cups and Consumables Thankyou

Thyme Square Brand Overview “Great Food Local Produce” Thyme Square is a Vintage hidden gem in the centre of Huddersfield serving home cooked food, tasty cuisines and until now, West Yorkshire’s best kept secret! Our company aims to appeal to all types of people from young to old, hungry workers unable to escape the office or shop and those who just enjoy lunching out.The logo is designed to appeal to all ages, the quirky modern teapot combined with the vintage typeface enables it to stand out, it is attractive, easy on the eye and memorable. We want Thyme Square to be recognised as a brand that delivers value and most importantly delicious, quality plates to our customers. For us, our customers reaction to our food is everything. We can create the most delicious ‘sounding’ home cooked dishes and craft elegant ‘visual’ artworks to please the eyes, inspire and tempt but in order to truly wow our customers, we need to deliver dishes derived from the best quality, freshest ingredients. We do this through working closely with a network of great, local companies who supply all our fish, meat and vegetables straight from the fields and sea to our door and onto our customers’ plates.

Tone of voice At the heart of the Thyme Square visual identity is key to get customers interested. Strong design makes for successful menus and a good impression. Thyme Square is innovative and independent, therefore, the tone of voice needs to be bold, surprising and challenging. If the merchandise is professional and easy on the eye, this puts good impression on the food. Seasonal menus and local produce keep customers interested, especially with the ever more popular healthy eating.

Thyme Square Deli . Bistro . Catering

Logo Variations Primary Thyme Square Logo

This logo has also been developed into three seperate occassion logos which all feature the Thyme Square wordmark along with the word Deli, Bistro or Catering. These logos are to be used when branding the seperate areas of the company. The logos are easy to recongise and differentiate due to there difference in colour and wording. The GFLP wordmark is composed of the phrase â&#x20AC;&#x153;GREAT FOOD LOCAL PRODUCEâ&#x20AC;? alongside the Thyme Square wordmark. It always appears vertically reading upward on any stationary or consumables.

GFLP Wordmark GREAT FOOD LOCAL PRODUCE THYME SQUARE

The primary logo is composed of a teapot symbol and the wordmark Thyme Square Deli Bistro Catering. This will be the main logo used to representing the company.

Thyme Square Deli . Bistro . Catering

Occassion Logos

Thyme Square

Deli

Bistro

Catering

Logo Colour Variations Our logo is available in four different colour variants. The full colour logos should be used whenever possible. The positive colour logos can be used on coloured and image backgrounds, but please make sure that legibility is clear. If the logo does not provide sufficient standout then use the white variant. The black version should only be used if you are printing in black and white. These rules also apply when using the horizontal logo also.

Full Colour Logo

Thyme Square Deli . Bistro . Catering

Thyme Square

Deli

Bistro

Catering

Thyme Square

Deli

Bistro

Catering

Thyme Square

Deli

Bistro

Catering

Thyme Square

Deli

Bistro

Catering

Full Colour Reverse Logo

Thyme Square Deli . Bistro . Catering

One Colour Black Logo

Thyme Square Deli . Bistro . Catering

One Colour Reverse Logo

Thyme Square Deli . Bistro . Catering

Colour Print Specifications The primary colour pallet for the various logos is white and black with use of the secondary and tertiary colours burgundy, khaki, pink, yellow and beige. The main Thyme Square brand colour is burgundy. Unless the logo is reversed, it must always be burgundy. The rule also applies for the deli, bistro and catering seperate teapot logos. The Brand colours, should continually evolve to reflect the tone of our brand and restaurant. There is no limit to the use of colours in our work. However it is key that no colours are substitued and all colours are used using the correct colour codes. Colours shown in this guide have not been evaluated by PANTONE, Inc., and may not match the PANTONE Colour Standards. PANTONE is a registered trademark of PANTONE, Inc. Note: For consistent color reproduction, always match to Pantone速 solid-coated swatches.

Pantone

CMYK

RGB

HTML

Black

C0 M0 Y0 K100

R0 G0 B0

FFFFFF

418

C65 M58 Y58 K37

R77 G77 B76

4D4D4C

White

C0 M0 Y0 K0

R255 G255 B255

000000

7523

C29 M74 Y64 K15

R162 G84 B80

A25450

452

C40 M33 Y60 K4

R157 G151 B115

9D9773

487

C1 M41 Y38 K0

R245 G167 B145

F5A791

135

C1 M29 Y75 K0

R252 G188 B90

FCBC5A

727

C14 M30 Y46 K0

R219 G180 B142

D2B08B

726

C11 M24 Y39 K0

R226 G192 B157

E2C09D

Logo Exclusion Zone Primary Thyme Square Logo

When using our logo online it may not be possible to maintain the full exclusion zone – but please give the logo as much space as possible so it can have maximum impact. This rule applies to both the logo variations. Apply this principle to all Thyme Square or associated marks.

Thyme Square Deli . Bistro . Catering

X X X

X X X X

GREAT FOOD LOCAL PRODUCE THYME SQUARE

The exclusion zone is one quarter of the height of the teapot logo above and below the logo and one quarter to either side. For the vertical logo the exclusion zone is one eighth of the height of the logo above and below the logo and one quarter to either side. Nothing – images, words, numbers – should go inside the logo’s exclusion zone. Clear space frames the logo, separating it from other elements such as headlines, text, imagery and the outside edge of printed materials.

GFLP Wordmark

Exclusion Zone The exclusion zone makes sure that there is enough clear space around our logo for it to have impact.

X X X X X

Please note the Thyme Square Red Teapot Logo, has only been used as an example to show the correct exclusion zone required when using the logo. The rules shown apply for all of the teapot logos associated with the brand Thyme Square.

Logo Minimum Size

Thyme Square Deli . Bistro . Catering

Minimum 15mm Wide

Minimum Point Size 6

GFLP Wordmark

GREAT FOOD LOCAL PRODUCE THYME SQUARE

The portrait logo should not be reduced beyond a minimum point size of 6pt. Given the lack of space online and in emails, the minimum size does not apply â&#x20AC;&#x201C; but always be aware that the smaller the logo is, the less impact it will have. The logos should retain the same aspect ratio at all times.

Primary Thyme Square Logo

GREAT FOOD LOCAL PRODUCE THYME SQUARE

Minimum Size The size of our logo should be appropriate for the material it is being used on. It should not be smaller than the sizes stated. Sometimes you will need to use the Thyme Square logo at a very small size. The teapot logo should not be reduced beyond a minimum width of 15mm.

Please note the Thyme Square Red Teapot Logo, has only been used as an example to show the correct minimum size allowed when using the logo. The rules shown apply for all of the teapot logos associated with the brand Thyme Square.

Logo Improper Use

1. Do not stretch or alter our logo in any way. 2. Do not re-create or retype the words. 3. Do not place our logo in a shape or on a photographic background. 4. Do not change our logo color. 5. Do not use graphic effects or outlines or screen the logo. It should always print at 100% ink density. 6. Do not pair the primary Teapot logo with the GFLP wordmark. 7. Do not angle the GFLP wordmark. Always use it vertically reading upward. 8. Do not rearrange the type. 9. Do not pair the primary Teapot logo with the GFLP wordmark.

Thyme Square

8. E

T EA

O FO

Thyme Square

Deli . Bistro . Catering

A OC

Thyme Square

Deli . Bistro . Catering

U OD

Thyme Square

AR U Q S

Deli . Bistro . Catering

GREAT FOOD LOCAL PRODUCE THYME SQUARE

The Thyme Square Teapot primary logo always needs to appear in burgundy. As stated, the mark can also be placed upon a photograph, if the background colour can support the device with clarity. The mark should never be altered in appearance may it be in format or colour. This includes not using gradients or tints, stretching, rotating or moving the teapot symbol. In addition, the teapot symbol may only stand alone on the business card, other than this it must always sit with the Thyme Square Deli Bistro Catering wordmark.The above rules apply for all teapot logos associated with Thyme Square.

GREAT FOOD LOCAL PRODUCE THYME SQUARE

Always use the logo artwork available, which shouldnâ&#x20AC;&#x2122;t be altered or adapted. Thyme Squares core colour for its primary logo (and therefore preferred option) is burgundy. It can also be presented in khaki, pink and yellow but only using the stated colour specifications.

Thyme Square Deli . Bistro . Catering

GREAT FOOD LOCAL PRODUCE THYME SQUARE

Typeface Helvetica The everday typeface that should be used with the Thyme Square brand is Helvetica. This is to be used for online purposes, in materials such as PowerPoint presentations, screen presentations, website, internet and emails. The printed typeface is Helvetica which has been chosen for its clarity and modern look and feel. It is friendly and easy to read. To achieve a consistent look and feel the Helvetica typeface should be applied on all documents. Helvetica Bold should be used for main headlines and pullout copy. Helvetica regular should be used for body copy. Purple Purse The main typeface that is to be used as brand recognition for Thyme Square is Purple Purse. This typeface is to be used on all the logos related to Thyme square, this is due to its traditional vintage look and feel. When using this typeface on menus, reward cards and business cards it should be used only for headers, titles or when typing the brand name. Purple Purse should only ever be used in regular format.

Aa Aa Aa

Helvetica Regular

Helvetica Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

0123456789

Purple Purse Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789

Applying the Guidelines Because your relationship with Thyme Sqaure is specific to our food and drink, it is important that the use of the primary logo or GFLP wordmark clearly conveys that message to customers, while also aligning with the Thyme Square Teapot brand image. Appropriate Logo Use • menus • in-house menu boards • counter sign messaging (featured beverages, etc.) • promotional brochures • reward cards (e.g., buy 10 get one free) • directional signage on venue premises • venue website • grand opening complimentary product offers • street-level branding (windows, doors, freestanding signs) • generic money off, free-offer or bundling coupons • packaging • customer-designed cups/sleeves/ • napkins, co-branded with the primary logo • apparel (hats, T-shirts, aprons) • letterhead, business cards • magnets, keychains, pens, etc. Unauthorised Logo Use • logo usage on delivery trucks or vehicles • transparent signs with backlighting • billboards, highway/roadside signs • neon signs • any hand-drawn logo • telephone book ads • any reproduction of the logos by any means other than printing (e.g., etching, engraving, painting, embroidery)

Branded Stationary Thyme Square’s branded stationary features the main primary logo associated with the brand. It is key that this logo features on all letters, emails, compliment slips, business cards and any other important documents related to the brand. All printed or digital stationary should also feature the leaf border, which is shown on the business card to the right. This border adds to the quirky vintage feel of the brand and adds to the fresh earthy feel with its local produce. The border should be included on all company menus and promotions.

Rewards Thyme Square’s reward card features the main primary logo associated with the brand. The reward card also features the leaf border, aswell as circles created using the leaf symbols. The reward card enables the customer to get there 10th drink free of charge.

Menu and Promotions Our menus support the Thyme Square Brand and ensure that we always come across well presented like our food. The particular menu shown features the Primary Thyme Square Logo, as this menu is suitable for both Bistro and Deli (on request). Future menus or company promotions may differ in style and logo type dependent on the occassion the menu is designed for. The menu features the leaf detail due to this being a compulsary requirement when producing any printed or digital media. Any menus or promotions personally produced by the company itself must feature the correct logo and the leaf border.

Thyme Square Afternoon Tea Menu Finger Sandwiches

Lancaster London Smoked Salmon served on Wholemeal Roast Beef and Horseradish served on Wholemeal Ham and Mustard served on White Cheese and Pickle served on White Cucumber served on White Coronation Chicken Tartlets Egg and Wild Cress Choux Buns

Cakes

Plain and Raisin Scones served with Homemade Strawberry Jam and Cornish Clotted Cream Pistachio Macaroon Chocolate Eclair Victoria Sponge Cake Apple and Honey Cupcake Seasonal Fruit Tart Caramel and Hazelnut Tranche

Beverages

A pot of tea of your choice from our tea selection: Breakfast, Earl Grey, Chai, White, Green or Fruit OR A choice of Filter, Latte, Cappuccino, Espresso, Macchiato, Mocha or Americano Coffee

ÂŁ22.50 For Two People

Thyme Square Deli . Bistro . Catering

Take Away Cups and Consumables Our branded takeaway cups and consumables support the Thyme Square Brand and ensure that we always live up to our brand standards. The take out cup and take out bag both feature the Deli Thyme Square Teapot Logo, as the deli is designed specifically for takeaway food. Both the cup and bag feature the leaf border detail, this is a compulsary requirement when producing the takeaway consumables. The serviette however features the Main Logo for Thyme Square as the serviette will be used in all areas of Thyme Square Deli, Bistro and Catering.

Thyme Square Deli . Bistro . Catering

Thankyou

We realise these guidelines can seem complicated and challenging to follow. However the energy put into protecting our brand can be shown through our passion to do well. We are proud to share this journey with you.