BRAND
MANUAL
a comprehensive guide to Juice Los Angeles logo usage and branding strategies
contents visual identity the logo 6 do’s and don�ts 9 lock-ups 10 colours 11 typefaces 12 brand collaterals 13 letterhead and envelope 14 menu board 15 employee id and business card 16 packaging 17 promotional posters 18 shirts and pin 19
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about us Juice Los Angeles is a mobile juice company providing fresh pressed juice to trendy and health-conscious Los Angelenos. From a wide range of fresh and nutritious ingredients like wheatgrass, carrots, lime, apples and the like, we provide quality drinks that not only quenches your thirst, but gives you many health benefits. With an organic and approachable menu, we provide you with a healthy drinking experience like no other. Working out of a Mercedes sprinter van, we serve your drinks anytime, anywhere. Contact us and we might just sell our offerings at a place near you.
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visual identity the logo logo do’s and don’ts lock-ups colours typefaces
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the
LOGO
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main logo This serves as the main logo of the company. This logo is to be used on letterheads, envelopes, business cards, signages, online promotional materials, and merchandise. The “Los Angeles” should always appear in the VAG Rounded Bold typeface in upper case.
logo do’s and don’ts do
don’t
compress or expand the exclusion zone The logotype must be reproduced with a clear area around it free from any graphic elements. This area is the exclusion zone. minimum size The minimum size should make the logo still visible and clearly legible.
use exclusion zone keep elements in original position use correct typeface retain colors keep the logo clear and legible use lock-ups for specific uses
reposition elements
disregard exclusion zone
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apply filters
change the colors
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logo lock-ups
color chart black on white, white on black RGB RG
These lock-ups are to be used for specific platforms and conditions. The black and white lock-ups are to be used on black and white printing, photocopied materials, and other materials which black and white is most apt. The standalone mark is to be used in social media platforms such as Twitter, Facebook, Tumblr, etc.
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standalone mark
CMYK
WEBSAFE RGB BR
GB
PANTONE SOLID MATTE
CM
YK
85
0
PANTONE 395 M
85
0
PANTONE 375 M
98
0
34
0
PANTONE 3258 M
244
236
69
F4
EC
45
70
182
213
84
B6
D5
54
33
248
195
25
F8
C3
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22
100
197
184
64
C5
B8
58
245
154
175
F5
9A
AF
04
9
12
0
PANTONE 812 M
165
164
164
A5
A4
A4
38
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31
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PANTONE COOL GRAY 8 M
0
3
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PANTONE 7408 M
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typefaces VAG Rounded Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 The brand uses VAG Rounded Bold because it has a very happy and healthy personality emanating from its soft and round points and curves. For the “Los Angeles” type in the logo, this typeface should always be used. For any headings on collaterals, this typeface is to be used. For promotional materials, only softedged, sans-serif typefaces can be used.
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BRAND COLLATERALS
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letterhead and envelope LO
08 August 2011
Los Angeles, California Business Address 453-2343 contact@juicela.com
menu board S
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Juan de la Cruz President, CEO Blah Blah Association
THIRST QUENCHERS
LIQUID FI X
Feeling the heat? Beat the heat with a larg cup of Juice Los Angeles’ famous blends
Can’t take the plunge? Then have a cup of our healthy juic blends .
$ 6 | 16 oz
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e
HEAL THY SHOTS e
Need a quick energy boost? Then help yourself to a shot of our juices jam-packed with vitamins and minerals.
$ 4 | 8 oz
$ 3 | 2 oz
VELVETEEN RABBIT
GINGER LEMON
Carrot, Beet, Appl e
Ginger, Lemon, Soda wate r
WHEA TGRASS
Wheatgrass, Muscovado, Coconut water
Dear Sir:
CAYENNE CITRUS
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent vel dolor est. Nullam nec pulvinar nisi. In turpis risus, laoreet eget placerat id, luctus ultricies sem. Fusce sed ligula diam. Sed interdum pharetra est id elementum. Cras ipsum turpis, consectetur nec vestibulum ac, hendrerit id justo. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Phasellus blandit libero nec purus vulputate rutrum. Curabitur vehicula purus est, ac pretium neque.
Cayenne, Lemon, Orange
B1 2
B12 Mix, Water
Pellentesque vitae tellus at augue tempus condimentum non nec turpis. Ut dapibus purus in purus lobortis pharetra. Sed at est eu dui ultricies fringilla a ut nibh. Morbi cursus, neque rhoncus dapibus sodales, erat risus ultrices nunc, nec adipiscing lorem metus semper enim. Vestibulum diam nisi, cursus in elementum nec, fringilla eget sem. Pellentesque quis mauris nisl, at feugiat urna. Phasellus elementum ipsum nec leo ultrices vehicula. Morbi lacus eros, tincidunt eu commodo quis, vehicula ac tortor.
Sincerely,
freshly-pr essed juices for the busy Los Angeleno
Los Angeles, California Business Address 453-2343 contact@juicela.com
Jane Doe Owner Juice Los Angeles
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employee id
packaging business card
paper bag
cups LO
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1x1 LO
HI I’M
KEVIN
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MARK KEVIN DE GUI A owner , juice los angeles
0917 502238 9 | 564- 39 43 contac t@ juicela. co m LO
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juicelosangeles. co m facebook .com/juic elosangele s LO
16 oz
8 oz
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tissue
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2 oz
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LO S
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promotional posters
employee shirts
taste the healthy difference
promotional shirt pin taste the healthy difference freshly-pressed nutritional beverages
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taste the healthy difference