Graphic Standards Manual
Graphic Standards Manual
CONTENTS Our Roots.......................................................1 Logo Variants................................................ 3 Signature Colours....................................... 4 Typography.....................................................................5 Applications....................................................................7 Farewell From Munch.....................................11
OUR ROOTS
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What do we do? Munch Street Food is back to bring you the best street food feasts in London. Our passion for this vibrant sector of the catering industry enables us to stage spectacular events featuring some of the UK’s leading street food traders. From feeding the masses at the London Marathon to presenting the Wimbledon finals on big screens, Munch Street Food has established itself as London’s finest producer of Street Food events. We have some great street food events lined up this year at various locations across the capital.
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LOGO VARIANTS
Text and icon Icon only Text only The Munch ‘bite’ - this is the shape whenever cutting is used e.g. the business card Black and white variants are also easily distinguishable
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SIGNATURE COLOURS Primary Orange CMYK = 0/50/97/0 Primary Green CMYK = 39/0/100/0 Secondary Orange CMYK = 10/68/100/1 Secondary Green CMYK = 49/15/100/1 Brown CMYK = 30/68/100/20
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Munch will use only two different typefaces to ensure a clean coherent looks. Futura (Extra Bold Italic) was the typeface used and altered in the logo, it’s bold and unique making it great for headlines, titles and large pieces of type. Oswald is good for subheadings as it is a similar style to Geosans but bolder. GeoSans Light is a clean and simple light typeface which makes it perfect for body text due to it’s clarity.
Futura (Extra Bold Italic) Large Type/ Headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()_+=-
Oswald Subheadings
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()_+=-
GeoSans Light Body
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b cd efg hi j k lmn o p q rs t u v w x y z 1234 5 6789 0 ! @ £ $ % ^ & * ( ) _ + = -
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To the left is an example business card. It features only the signature colours and fonts. It also has the signature munch cut on the top left.
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APPLICATIONS # : 0189 555 887 e : hello@munch.com w: munchstreetfood.co.uk
Dear Sir/Madam Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed sodales dictum porta. Sed maximus, lorem nec auctor dapibus, turpis elit malesuada lectus, ut faucibus tortor nibh quis ipsum. Donec vel vulputate diam, id posuere nunc. Pellentesque ultrices orci nulla, et volutpat enim convallis sit amet. Proin ut egestas tellus. Etiam et placerat odio. Aliquam erat volutpat. Ut in interdum eros, iaculis placerat lectus. Sincerely, James Gordon
I created a simple letterhead to match the branding. It uses the fonts outlined on the typography page. It also features just the white logo to ensure it’s legibility over the green background. Contact details are in the top right pane, these can be changed to the address of the company if necessary and the contact info moved to the footer shapes. The letterhead is simple and not over complicated but still has a ‘pop’ to it making it fit perfectly in with the rest of the brand.
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FOOD PACKAGING
The image to the right illustrates how the brand image can be applied to items which may be used at events. This example shows the Munch brand applied to a takeaway box, similar to those already used at events. The outside of the box will match the brand colours and feature the the logo in the bottom corner of the front. I also went for a fun approach with the lid. Featuring a (potential) slogan - “Munch on this!�. I also wanted to use the slit where the box seals to incorperarate a fun feel.
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The image to the right is a proposed mockup of the unfolded takeaway box.
A closer look at how the box seal can be used uniquely for a fun look and feel
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STATISTICS Distance Traveled: 8600m Countries visited: 3 Continents visited: 2 Stamps earned: 3
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These two pages explain a potential mobile app that Munch could incorporate into their events. It’s essentially a rewards system app. However as Munch events feature cuisines from all around the world, I put a spin on it and decided to design the app to resemble passport. Each time a To thealeft is an example customer food theyonly scan businesspurchases card. It features their QR code. This then and givesfonts. them the signature colours aIt stamp andthe a pin will dropmunch on the also has signature map showing the origin of cuisine cut on the top left. this could potentially then link to a page with extra information about the country and it’s food etc. Fun statistics are then made from these pins, such as ‘Miles travelled’. After the user has collected 6 stamps they then can use their QR code to receive free food from a stall of their choice.
FOOD PASSPORT PASSPOR T
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See you soon... If you’re a street food vendor who’d like to get involved with our events, get in touch via email or phone! Or if you’re just a hungry customer, get connected through our Facebook, Twitter and Instagram to keep track of upcoming events!
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