identity guide by Julian Weller
New York 2013
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. At the rotating skewer we are providing New York with a new and healthy experience in fast casual dining kebab, the way Kadir Nurman made it when he invented the kebab in 1972. We use only the highest quality meat from free range chickens, season it with our very own spice mix and then slowly roast it on, you guessed it - a rotating skewer. Only the freshest vegetables are used for the salad in our kebab. Add some goat cheese, a squeeze of lemon, combine that with our three delicious sauces and put all that in our freshly baked at bread and you have yourself a delicious and healthy alternative to all those burgers and burritos.
identity guide
1
logo
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. Always apply the minimum isolation indicated to the left.
y
y
y/2
y
y minimum size: 0.8 in
2
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.
identity guide
tomato: 1 in
bread: 1.9 in
cucumber: 1.4 in
lettuce: 1.6 in
3
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
don’t apply shadows to any element
don’t apply strokes tp any element
don’t use any background other then plain white
4
identity guide
color
C: M: Y: K:
8 25 55
C: 10 M: 100 Y: 100 K:
bread
tomato
C: M: Y: K:
identity guide
C: M: Y: K:
35 60 80 25
40
C: 100 M: Y: 100 K:
80
lettuce
C: 100 M: Y: 100 K:
5
cucumber
C: M: Y: K:
9 35
C: M: Y: K:
90 30 95 30
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
6
a
helvetica light 24pt
identity guide