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Brand style guide
Guidelines, specifications, and examples of brand application
Table of Contents 2 3 4-5 6-7 8-9 10 11 12 13
Philosophy Mood Logo Logo Do’s and Dont’s Imagery Brochure Layout Ad Layout Magazine Advertisements
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Philosophy/ Overview
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“Quality is everything when it comes to food, and we believe that doesn’t end at the dinner table.” Joyau Caché, meaning hidden jewel in French, is a southern inspired seafood restaurant in the Chicago metro area. The seafood, especially the shellfish, is the freshest, best-kept, and most expensive in the city. The average diner, within the target market, will spend $20-$30 per-person and will be between the ages of 21-40. Advertised as an oyster, mussel, and scallop bar, Joyau Caché is a modern, expensive twist on a southern-American restaurant style based in the Cajun heritage of Louisiana but is not limited to just that area. The extent to which the oyster bar/restaurant is advertised is dependent on the amount of business and the time of year in which most people eat seafood. As an expensive restaurant, it is important that the brand does not become overused, over-viewed, or reduced from it’s esteem as a top-quality establishment. The brand should relay elements of masculinity, authenticity, and social responsibility, especially through a monthly magazine that is released about the shellfish, fishermen, and quality that is kept in the shipping and preparation of the food. The emphasis of the restaurant should be put on the quality of the food, the quality of the experience, and the benefits that the food has on the fishermen who provide it, meaning good quality pay. Freshness, quality, and esteem are qualities that must be relayed to all the diners and potential customers; the portrayal of an upper-class restaurant that is made available to those seeking a high quality dining experience that is both different and fulfilling.
Mood Images
Authentic, Masculine, Quality, Expensive, Fresh, Natural, Southern, Wild-Caught
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Brand Logo
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The logo is reversible however it is preferred on a black background. The shell should always appear anytime that the words Joyau CachĂŠ appear. The restaurants name should always appear in yellow and it is not necessary to always keep the sub header present, this only depends on the application, mainly relating to small printed sizes in which it would be illegible. The logo must be sharp, high resolution, and allowed enough space around it, regardless of ad application, and if the quality of the logo cannot be achieved then only the shell image should show with no words.
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Brand name Tagline Substitute/copy CMYK 0/0/100/5 RGB 243/229/45 PANTONE 803 C
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Futura Medium Italic Bodoni Std Book Univers LT Std 55 Roman
CMYK 0/0/0/100 RGB 5/5/5 PANTONE Neutral Black C
CMYK 0/0/0/3 RGB 253/253/253 PANTONE 1-1 C
The logo should use the appropriate type faces and colors in all applications. The font that is used for other applications such as body copy and captions is Univers LT Std 55 Roman, this type should never exceed size 16 for body copy in print advertisements. The tagline typeface, Bodoni Std Book, should be used as a headline, quote, and title and accompanied by the body copy font. The brand name typeface should be used rarely but, if necessary, only Futura Medium Italic should be used, no other variation. The colors should not be distorted or make opaque and can be printed on matte or glossy applications.
Do’s Ex. 1
Ex. 2
Ex. 3
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Ex. 4 1. The logo should be portrayed with a black, matte or glossy, background predominately with the correct yellow for the restaurant’s name. The shell must be present if the name is. 2. When necessary, the logo can be reversed for applications that have JaOYAU whiteCbackAC HÉ ground. The shell should be black, the title will stay the same yellow, and the tagline with be black. O Y S T E R , M U S S E L E S T .
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3. When the use of a dark leather, wood, granite, or paper texture is necessary, the Ex. 1 version of the logo should be used. This presentation style is preferred and should use either the standard logo or just the shell. 4. When using the logo on printed material, it must be centered and aligned appropriately.
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Don’ts Ex. 4
Ex. 5
Ex. 6
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S C SACLAL LOLPO P B ABRA R &
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Ex. 7 4. The logo should always use the appropriate lettering, meaning that the apostrophe above the e should not come after the word but above it, denoting the French word. 5. The title should never appear in any other color than the specific yellow. 6. The logo should never appear as just words. The shell must appear with the words, expect in body copy. The shell can appear without the title. 7. No other typeface can appear in the title besides the ones that are specified. In addition to this, no changes to the letting, kerning, or overall spacing may occur.
Imagery Do’s
Images showing southern-American fishermen working, fishing, or cleaning are appropriate. Images of oysters, clams, mussels, scallops, and fish are appropriate, however they should not be visually disgusting or bloody. The mood of the images should be hardworking, authentic, and natural. The emphasis on hand-held workmanship is essential and should be emphasized in the brochure, ads, and writing.
Imagery Dont’s
Imagery that is unappetizing, unappealing, or too close up to the subject, unless it is natural or just pulled from the water. Idealistic scenes of the ocean are not to be used, because the areas that the food comes from are not like that of the lower right photo. Any image that shows death, blood, or animal cruelty is not acceptable. The prepared food should only be shown in imagery in specific circumstances that are necessary.
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Typical Brochure Layout Header Photo background
Body Copy
Interview/ Highlight
Conclusion/ Contact
The brochure layout should be similar to the one above and can be changed based on necessary variations that entail more photos or copy. The theme of the layout is to entice the viewer to see the photo, read the headline, and want to know more. The appropriate imagery should be used to save the reader from being confused and should advertise the story or article below. The header should be placed over the photo in contrasted text.
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Typical Ad Layout
Tagline Option 1
Tagline Option 2
Photo Background
Logo/ Contact
The ad layout is relative to the application necessary. There should never be too much text, an unrelated photo, clutter, a special offer, or a picture of the food. The theme is minimalistic advertising of a natural, wholesome restaurant for a date or nice dinner.
Brochure
The brochure is essential to the completion of the brand. The social-responsibility of fair-trade buying practices and a high standard of product quality are elements illustrated through the brand experience and advertising, however they must be expanded on and explained in the free magazine available at all restaurants and grocery stores. The advertisements should be minimalist in look and have a witty question or caption. The use of invitations with special promotions, billboards, magazine ads, and business card ads are all appropriate and should be used in target market areas, stores, and publications.
Magazine Ad
Advertisement
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Mail Ad ight? Date N food
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Billboard Ad
Date Night? I know a place
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Business Card Ad