the rotating skewer brand identity
missionstatement
Our mission is to provide a new and exciting experience in fast casual dining to all those health conscious new yorkers craving a break from burgers and burritos.
1
identity guide
logo
2
identity guide
color
C: M: Y: K:
8 25 55
C: 10 M: 100 Y: 100 K:
bread
tomato
C: M: Y: K:
35 60 80 25
C: M: Y: K:
40
C: 100 M: Y: 100 K:
80
lettuce
C: 100 M: Y: 100 K:
identity guide
3
cucumber
C: M: Y: K:
9 35
C: M: Y: K:
90 30 95 30
logorules
Do not change the relation or scale of any element of this logo.
y
Do not rotate the logo or any element of it. Only use the logo on a white background. Do not apply shadows or strokes. Do not change the font of the wordmark or it’s postition or size relative to the logo.
4
Always apply the minimum isolation indicated to the left.
y
y
y/2
y
y minimum size: 0.8 in
identity guide
logoelements
When using the four elements of the logo seperatly, always use them in the following relation to each other, do not rotate, apply stroke, shadow or change the color. Only use on white background.
tomato: 1 in
bread: 1.9 in 5
cucumber: 1.4 in
lettuce: 1.6 in
identity guide
logodont’s
don’t change the proportions of any element
don’t rotate any elements of the logo
don’t change the color of any element
6 don’t apply shadows to any element
don’t apply strokes tp any element
don’t use any background other then plain white
identity guide
fonts
A
A
helvetica light 67pt
baskerville semibold 72pt
When combining the two corporate fonts, baskerville semibold and helvetica light, always align x-heights.
a a
baskerville semibold 30pt
a
helvetica light
baskerville semibold 30pt
30pt
identity guide
a
helvetica light 24pt
7
New York 2013 by Julian Weller