VTOPIA 2020 Brand Guide
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The Mission The Marks Visual Identity The Goods
Table of Contents
Bold Accessible Organic Fresh Visonary Comforting + Nostalgic
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The Mission WHY Vtopia’s main goal is to change the way people see the planet through plant-based, organic foods.
HOW
By working with local, organic farms Vtopia is able to provide decedant, rich foods to the Portland restaurant market.
WHAT
Vtopia has developed a menu with iconic sandwhiches and mac + cheese meals that nourish the body + soul.
We re n ts for cheese 6
Our Standards + Practices
At Vtopia, we stand behind our ethics + values of staunch veganism and the committment to bettering our planet. In order to uphold those values we have developed a line of stardards and practices in which we implement to minimize food waste, plastic waste and our enviornmental impact.
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Vtopia promises to use sustainable resources in regards to packaging and kitchen processes. Vtopia promises to never, ever incorporate animal products into our recipes, and will continue to donate and fundraise for local sanctuaries and rescues. Vtopia promises to use whole, organic foods whenever possible to ensure we’re nourishing our bodies with honest + good nutrients.
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The Marks
With a brand as unique and progressive as Vtopia, we felt the need to create a symbolic logo to go along with our wordmark. This icon allows Vtopia to easily share and spread our mission to the masses through use of merchandise and branding that pulls in a variety of eaters of all dietary needs.
This is the main mark used internally and when context is more obvious.
This mark without the detail line + with the globe is used mostly for decorative merchandise. 10
This is the main mark with an additional detail line.
This is the mark with both the globe and the detail line used for moments when there is no context.
The secondary logo mark is used as fun, additional illustrative accent to lighten the mood and become somewhat of a mascot
This mark should be displayed no smaller than one inch.
The mark can also appear in a circle.
This mark can also be paired with a Vtopia nametag. When printing the mark should always be presented in one of the three colors, or kraft texture, or white.
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The mark is often displayed in white, but only when used on top of images or the brand’s colors. The photographic application is typically reserved for digital media.
Color Palettes
Tomato Red #F0532b R: 240 G: 83 B: 43
Kale Green #549162 R:84 G: 145 B: 98
Cheese Yellow #fed136 R: 253 G: 145 B: 54
In additional to these three colors, the use of white and kraft paper is used throughout the brand’s aesthetic. The kraft color comes through with printed materials like the menu, brand book and take out bags. 14
Type Pallettes The type pallete consists of Poppins, a Google Font available for free. This type face uses round, bold shapes that contrasts well with the blocky aesthetic.
Bold
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789
The most common styles from Poppins that are used are Bold, Semi-Bold + Regular.
Semi-Bold
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 Regular
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789
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Image Treatments
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THANK YOU!
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