BRANDBOOK
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Once upon a brand... 2
Contents 3
ABOUT THE BRAND
4
MASTER LOGO
6-7
TYPEFACES & COLOURS
8-9
DO’S & DONT’S
10-12
THE LOGO SIZING
13
APPLYING THE LOGO
14-19
ABOUT THE BRAND Tables & Fables is a new and exciting venture into dessert dining. A chain of UK restaurants specifically for dessert lovers. It’s a new and fun dining experience. Desserts are often seen as a naughty treat and this brand doesn’t care! Dessert restaurants are popular in Asia and USA and we want to bring it to the UK. The brand is about feeling young, having fun, not spending too much but having a great variety of treats to choose from. It’s a place for families, friends and collegues to get together have a new experience and not being too full to eat the best part. Tables & Fables is like falling into Alice’s rabbit hole and not knowing what you’re going to find. It’s a modern brand that plays with fairytales and food, it’s about having a new experience with food. 4
OUR MISSION We want to transport you into a fairytale land of sweet treats. Somewhere you can escape, enjoy and have fun. To give people a new dining experience.
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MASTER LOGO Our logo is a modern, youthful and playful mark.It represents the unusual business and experience, ‘An upside down dining experience.’ It’s vibrant colour and modern style sets it apart from restaurants and pubs. It’s a unique business with a unique mark. The logo focuses mainly on the new experience rather than the desserts themself.
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The main logo in yellow. There are other colour variations that will be explored in the guide.
The ‘tables & fables’ mark. Used to simplify the brand logo and to use on smaller items including business stationery.
This is the logo without imagery which can also be used as a black and white version. This logo version should be used over contrasting coloured backgrounds as well as photographic backgrounds
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LOGO TYPEFACES
Campton Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz.,&!?
Sofia AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz.,&!?
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LOGO COLOURS The colours for the brand were inspired by desserts and also inspired bu the illustrations of Alice in Wonderland illustrated books.
NON IMAGE AND BLACK AND WHITE LOGO
COLOUR LOGO
LOGO COLOUR VARIATIONS
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C:0 M:19 Y:89 K:0
C:0 M:60 Y:100 K:0
R:255 G:205 B:51
R:239 G:125 B:0
PANTONE 18-3 C
PANTONE DS 36-1 D
C:0 M:85 Y:63 K:0
C:40 M:60 Y:0 K:0
R:232 G:66 B:76
R:168 G:119 B:178
CF 10078
PANTONE DS 172-4 C
DO’S & DONT’S Here are the rules for using our logo, the do’s and do nots. We will guide you in how the logo should be placed and where, the spacing, the sizing and the
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Exclusion Area
DO
Avoid placing text too close to the logo as well as a page edge. The spacing around the logo helps to keep the design uncluttered are easy to read.
Coloured Backgrounds
DON’T Use the colour logo against coloured backgrounds. We have created a colour logo, single mark and non image logo variations to use when appropriate.
Photographic Backgrounds
DON’T Place the logo onto busy imagery as it is harder to see and read. If more legible use the non image logo.
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Colour Scheme
DON’T Use colours that are not part of the recomended colour scheme. We have chosen these colours specifically for the brand identity.
Colour
DON’T Change the colour of the ampersand within the design this should always be a colour unless it is the non image logo.
Shape
DON’T Rotate the logo, or turn it to the side or use the logo upside down.
Borders
DON’T Place the logo into a box or place a border around the logo.
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LOGO SIZING
Do not use the logo any smaller than 90mm. Due to the bold image and type the logo is much more legible when larger. So avoid anything smaller than this size.
Do not use the non-image/black and white version of the logo no smaller than 65mm.
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APPLYING THE LOGO In this brand guide we will show you how we have applied the logo to different applications to give you an idea of how to use the logo appropriately. Examples of stationery, the website and print adverts.
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THE STATIONERY
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THE WEBSITE
The Menu
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Raspberry & Pinot Noir Sorbet
£3.95
Fruit Salad with a Balsamic Dressing
£4.05
Lemon and Lime Cream Tartlet
£6.50
Strawberry Rhubarb Mousse Cake
£6.50
Raspberry Meringue
£2.95
Toasted Coconut Torte with a Raspbery Centre
£5.50 £3.95
Strawberry Mousse Fruit Saladand withRose a Balsamic Dressing
£7.65 £4.05
LemonDrizzle and Lime Cream Lemon Cake withTartlet a Raspberry Coolie
£6.50 £6.50
Strawberry Rhubarb Mousse milk CakeIce Cream Peach & Pistachio Coconut
£6.50 £5.00
Raspberry Meringue Campari Citrus Sorbet
£2.95 £4.65
Toasted Coconut Torte with a Raspbery Centre
£7.50
Pumpkin Meringue
£5.50
Strawberry and Rose Mousse
£7.65
Lemon Drizzle Cake with a Raspberry Coolie
£6.50
Peach & Pistachio Coconut milk Ice Cream
£5.00
Campari Citrus Sorbet
£4.65
Banana Cream Pie
£7.65
Key Lime Pie
£5.65
Apple and Cinnamon Pie
£5.00
Lemon Cream Tart
£7.95
Strawberry Crumble Banana Cream Pie
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£7.50
Pumpkin Meringue Raspberry & Pinot Noir Sorbet
£4.50
£7.65
Lemon & Citrus Waffles Key Lime Pie
£3.95 £5.65
Baked with Cream Cheese Apple Banana and Cinnamon Pie
£2.95 £5.00
Cherry LemonPie Cream Tart
£4.55 £7.95
Strawberry Crumble Baked Apricots with Limoncello
£4.50 £4.50
Lemon & Citrus Waffles Mape Roaster Pears
£3.95 £5.00
Baked Banana Banana Bread with Cream Cheese
£2.95 £3.95
Cherry Pie
£4.55
Baked Apricots with Limoncello
£4.50
Mape Roaster Pears
£5.00
Banana Bread
£3.95
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