Brand Style Guide for an Organic Food Chain

Brand Style Guide KINJAL GAWASKAR

BD/15/839

SEMESTER VII

Brand Style Guide 2

STAY AWESOME

After all the hard work put into creating a cohesive brand design, we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the logo and brand style is retained such that it upholds the aesthetic standards and keeps your brand looking professional and consistent.

Brand mantra Who are we?

Tai’s Organic

What we do?

Organic. Affordable. Seasonal.

How we do it?

Original and Organic!

We are a busy generation and one thing we fall short of amid all the chaos is ‘time’. We are constantly striving to save and optimally make use of ‘time’ and ‘money’ and do not give a second thought to anything that comes with a package of the two. Be it beneficial in the long run or not. Food is what we are talking about here. It is sadly true but also a notion that healthy food is not always going to be affordable. We believe in it all. But we also believe in the contradiction. A fresh, healthy and pocketfriendly place can be carved out of these busy surroundings. The bonus is 100% organic.

DISCOVER THE JOY OF A HEALTHY AND NATURE FRIENDLY APPETITE WITH A COMMUNITY THAT LOVES FOOD.

TAI’S IS ALL ABOUT

YOU!

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IDENTITY SYSTEM OVERVIEW Why Have Brand Standards and Guidelines?

The brand style guide establishes the rules and guides to maintain a consistent identity system to be used throughout all marketing. Through use of examples, this guide lays the groundwork for future design work for Tai’s organic food chain so that all marketing maintains the same aesthetic.

A well managed graphic identity is an important part of strengthening Tai’s organic food chain visual identity as a brand and will help reach its broader goals of strengthening its reputation and prominence. It will also help the public easily identify Tai’s organic food chain and feel confident in their decision to eat from and dine there.

BRAND PROMISE Eat Original, Eat Organic!

Tai’s organic food chain brings people close to a healthy diet and organic food created with the best of the local ingredients. It’s where you’ll eat a wholesome seasonal meal prepared to satiate your taste buds be it inhouse or ‘On the Go’.

In short, the brand promise describes the emotional benefit our customers derive from the Tai’s organic food chain experience. It’s important to keep this promise in mind when writing copy and designing materials.

Living up to our brand promise is how we ensure consistency between what we want the brand to be, how our customers experience it, and how they tell other people about it. Our brand has a natural connect and farm fresh feel to it which is evident in the logo, packaging and restaurant eat outs. That is the promise we want to keep, no matter which outlet you go, we serve Original and Organic!

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BRAND VOICE Headlines Tai’s organic food chain has a specific brand voice that should come through in all headlines, whether those appear online, in display ads, or within onsite materials. The best way to describe this voice is Sincerity, with a side of wit. In other words, headlines should tell a truth about the brand, but balance it with an unexpected insight or observation. Ideal headline length is 6 to 8 words.

Examples

Doing good, with a blend of nature.

We’re growing, but staying local.

Sticking to the roots, quite literally!

Body Copy Sincerity is also key when writing body copy. Try to write copy as if you’re talking to a friend over a FRESH healthy fast food meal. In other words, write the way people speak i.e. indirect speech. As with headlines, remember that sincerity is most interesting when balanced with unexpected insights and observations.

Example

So we had this idea. That food can bring people together in a bunch of different ways. Organic with originality . And Locals with local ingredients. In 2018, our idea became Tai’s organic food chain.

NAME REFERENCE GUIDELINES The name of the food chain is Tai’s organic food chain. The preferred method for referring to the restaurant in writing is by using the logo. Whenever possible, the logo should be used in conjunction with either the qualifier “organic”.

When the logo is not available, for example in the body of an email or Word doc the following standards should apply.

The word “Tai’s” should be written in lower case and in bold and followed by the suffix, ORGANIC or ‘organic food chain’. The word “Tai’s” is NEVER to be used on its own, it MUST always be followed up with the word ORGANIC.

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LOGO The Tai’s organic food chain identity consists of a Logo and a tagline. The Logo mark itself is available when it is used with intention as the visual focus. The tagline may be used in conjunction with the Logo mark or on its own. The logo has been designed with the intention of being strong enough to communicate the unique brand identity with the brand name at the bottom.

PRIMARY LOGO The logo is comprised of two unique hand drawn forms. It is an abstract symbolic rendition of the brand name Tai’s personifying it’s purpose. The Logo is inspired from the Devanagari and Latin script. The colors yellow and green symbolize freshness and proximity to nature.

The two leaf-like structures are derived from T and S in the Devanagari and Latin script respectively. The syllable ‘Aa’ in Devanagari is represented by two straight lines ‘II’ and has been retained in the logo. It’s dynamic form indicates the ‘On the Go’ (take away) characteristic of the brand. The outer circle symbolizes a fresh bowl with green organic spoons placed right at the center. It personifies eating right out of the nature’s bowl, fresh and delicious!

Tai’s Primary Logo is a word mark and character icon. The main lettering style has a playful, natural and raw appeal. The hand-drawn style helps emphasize the handmade and personal values of the brand. The brush effect in the font adds to the leaf like organic structures of the glyph which is the primary identity of Tai’s. The lettering is created to depict proximity to nature through it’s colors and style.

This is the main logo that will be used across primary brand applications. The trademark helps audiences easily identify Tai’s storefront, products, web presence, ads, and other materials and enhances the professionalism of the brand. It is essential to the success of the brand. that

MINIMUM SIZE The smallest the logo should be represented is 1” high.

the logo always be applied with care and respect in every application according to these guidelines.

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color palette PRIMARY COLORS Primary colors are the basic or original brand colors used in the logo and most often seen in collaterals and packaging. These colors are

SECONDARY COLOR PALETTE

SPRING

primal identity of the brand. The brand can be identified with these colors largely along with it’s secondary colors.

RGB CMYK PMS

136, 178, 64 53, 12, 100, 0 576C

249, 160, 27 0,43,100,0 1375C

84, 110, 147 74, 55, 24, 4 5405C

246, 188, 188 1, 31, 16, 0 176C

247, 236, 6 6, 0, 98, 0 803C

117, 207, 233 49, 0 ,6 0 Blue 0821 C

221, 79, 38 53, 12, 100, 0 166C

246, 135, 31 0 57, 100, 0 1495C

136, 178, 64 4, 22, 81, 0 141C

58, 91, 93 78, 50, 54, 28 5477C

101, 156, 211 60, 29, 0, 0 7689C

139, 191, 220 44, 12, 6, 0 2905C

SECONDARY COLORS Secondary colors are accent colors which can be used to compliment the primary colors. They may be used in websites,

SUMMER

online advertisements, print materials etc. to support the primary color palette. It aids social media influence and allows the brand to remain fresh. Tai’s secondary color palette is curated according to the organic food seasons. Designs created in the specific months should

RGB CMYK PMS

stick to the colors suggested for that month.

AUTUMN PRIMARY COLOR PALETTE RGB CMYK PMS

WINTER RGB CMYK PMS

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color usage Tai’s ORGANIC color usage consists of variations of three primary colors in the palette namely green, yellow and white. The logo may be used in black or white against natural backgrounds or may be used in color against white backgrounds.

= 255 = 255 = 51

7

0 96 0

= 395C = 255 = 255 = 51

7

0 96 0

= 7741C The logo must be in either the original color palette, white black or green. The white logo can be featured on dark color backgrounds and all colors of the logo can be featured on natural patterns, for example- leaves, wood, fiber- paper, fruits and vegetables photography etc. The logo may occasionally be used as only the icon or only the text on communication pieces- for example, letterheads, envelopes, in-store graphics. In all other capacities, specifically outward facing material the logo must be seen in it’s entirety.

Examples of acceptable backgrounds to be used with logo

logo usage How we use the logo is crucial in keeping its visual meaning and identity intact. While we can alter certain aspects of the logo without losing impact and recognition, these options are limited. The following guidelines should always be your first option.

Clear Space When the logo is used, it should be sufficiently isolated from illustrations or other words or images that might detract from the signature’s importance. The logo must be at least 30% of the logo mark away from illustrations, photographs, rules, page edges, or other type. To ensure legibility always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd and lesson the impact of the mark.

Preferred Usage The preferred use of the logo is yellow and green on a white background. This application of the logo should always be considered as the first design option. In certain cases where this is not possible, other color options may be explored.

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TAGLINE The tagline may be written in the font named Tropical Asian. Use at your discretion but size and weight of font should always be considered when executing design.

The tagline can be written in one line or one word above the other, but not not to be written zig-zag. It can also be curved or circular while using over packaging deign. It shall only be written in green in the given pantone shade.

Eat original, eat organic!

Eat original, eat organic!

Eat original Eat organic

MARK INTEGRITY A few rules are necessary to maintain the integrity of the brand. Do

A. Do not rotate the logo to any degree.

not compromise the overall look of the logo by rotating, skewing or distorting in any way- that includes adding unnecessary and

B. Don’t squash or stretch

unattractive text decorations like drop shadows and outlines.

Here are a few examples of some ways you should never ever

C. Do not place elements in the logo

consider using the logo.

clear space.

D. Don’t resize any part.

E. Do not rearrange parts or create compositions

that

are

not

already

provided.

F. Don’t add unofficial graphics to the logo.

G. Don’t use off-brand colors. Reference the Color Usage section.

H. Don’t add drop shadows or other text styles.

I. Don’t contain the logo in a box when used on a background.

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A.

B.

C.

D.

E.

F.

G.

H.

I.

ORGANIC

photo background There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and name are not obstructed by the image. In most cases you can either use a solid white, solid black logo on top of the background image.

TIPS: 1. Photos with a wide dark or light background work best.

2. Avoid busy images with too much detail.

3. Use the focus of the image to the side of the logo, so both prove impactful.

4.Apply a darker transparent overlay on the image to make the matter more legible.

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typography- print & web Typography is a powerful brand tool when used consistently. This set of typefaces represent the bold and modern feel of the brand and should be used across all print and web applications.

TROPICAL ASIAN TROPICAL ASIAN Use for headlines UPPERCASE

abcdefghi jklmnopqr stuvwxyz CENTURY GOTHIC- Regular

CENTURY GOTHIC Use for copy SENTENCE CASE

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9

visual identity Visual identity is a significant part of branding as it exactly shows the audience what they can expect from the brand and how it is to be perceived. The collaterals designed further are to give an idea about how Office Supplies, Promotional Materials, Brand Experience and Packaging should look of Tai’s ORGANIC. Keeping the visuals in mind, ideas

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GLASS JARS

COTTON BAGS

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STATIONARY

TEE SHIRTS

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TABLE TENT

HOARDING/ SIGNAGE

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EMAILER

WEBSITE

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