03 V I S UA L S TA N DA R D S G U I D E
V I S UA L S TA N DA R D S G U I D E
1 NEW VISIONS
08 Our New Logo 10 12
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14 15 16 17 18
Logo Components Logo Anatomy Clear Space Mark Variation Logo Size Variations Proper Logo Usage Reversed Logo Inadequate Usages
TABLE OF CONTENTS
2 3 LOGO STANDARDS
FUTURE PROSPECT
Color Standards Typography Standards 26 Business System
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Gourmet Brand Extensions
01 NEW VISIONS
08 Our New Logo 10 12
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14 15 16 17 18
Logo Components Logo Anatomy Clear Space Mark Variation Logo Size Variations Proper Logo Usage Reversed Logo Inadequate Usages
GOURMET
VISUAL STANDARDS GUIDE
Chapter 01
Our New Logo The logo “g” and rectangle combine the one graphic logo. The nicely curve shape work with simple figure to make communication looks more friendly and understanding. All of wordmark strictly according to the big circle or letter “o” size. It reprsents cultural exchange.
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NEW VISIONS
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GOURMET
VISUAL STANDARDS GUIDE
Chapter 01
Logo Components There are three official formats in our new logo system: symbol, signature and wordmark.
Symbol Square figure shows the different culture of inclusiveness.
Signature Letter “g�represents Gourmet, like humans, it is using food to link people from different backgrounds.
Wordmark
Wordmark
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NEW VISIONS
COMPOSITION 1 Main Logo ( Symbol and Wordmark )
COMPOSITION 2 Wordmark Only
COMPOSITION 3 Symbol Only
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VISUAL STANDARDS GUIDE
Chapter 01
Logo Anatomy The Proportion and the space between each should follow the standard guide which is shown on this page. The “x” represents the width of the letter “o”. The size of the symbol should be as wide as 3x.
0.2x 6x
0.2x 0.2x
1.1x
3.1x
6.5x
0.4x
1.2x
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0.1x
NEW VISIONS
Chapter 01
Clear Space The gourmet symbol also has clear space that surrounds it. The space is equivalent to the letter “o”.
0.4x
0.4x
0.4x
0.4x
6.5x
0.4x
0.4x
0.4x
X
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GOURMET
VISUAL STANDARDS GUIDE
Chapter 01
Mark Variation The new logo will have two different versions in which ut can be displayed depending on the media. Each version will be more appropriate than the other depending on scale.
VERSION 1 Signature: Vertical.
VERSION 2 Signature: Horizontal (wordmark).
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NEW VISIONS
Chapter 01
Logo Size Variations Gourmet’s logo can be used in various sizes but there are rules to follow when the size and scales become smaller. The signature should not be used when the logo height is smaller than 1.5cm. No logo should be use when the logo height is smaller than 0.5cm.
10cm
2cm
1.5cm
1cm
0.5cm (the smallest size)
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GOURMET
VISUAL STANDARDS GUIDE
Chapter 01
Proper Logo Usage The “g� logo is trademark of Gourmet Initiative. For consistency, the Gourmet can be used in different ways, but only as right background. When the logo is used on a background that is darker than 50% grey, I should reverse the type to white for legibility.
Bright Background For consistency, our logo with orange should be used on a white background. It is our primary color and used most often.
Dark Background It is used on darker backgrounds. Please do not embellishing on the logo with shadows, patterns.
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NEW VISIONS
Chapter 01
Reversed Logo The logo versions shown below demonstrate proper usage on a dark background. Process of printing light colored or white text on a dark or black background, used for emphasis or producing a visual impact.
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GOURMET
VISUAL STANDARDS GUIDE
Chapter 01
Inadequate Usages The marks should not be punctuated, abbreviated, or used in plural or possessive forms. Following are several examples of incorrect logo usage: instances where the legibility is diminished, the integrity compromised, the form distorted, and the impact reduced. When the new Gourmet logo appears here, it should be keep legibility.
gourmet
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Do not delete parts of logo.
Do not outline logo.
Do not stretch or squish the logo in any way.
Do not change wordmark of logo by an unapproved font.
Do not rotate the logo.
Do not place a shadow behind the logo.
Do not use transparencies.
Do not apply the logo into a similar color background.
NEW VISIONS
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02 LOGO STANDARDS
Color Standards Typography Standards 26 Business System
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GOURMET
VISUAL STRATEGY GUIDE
FOOD IS NOT RATIONAL. FOOD IS CULTURE, HABIT, CRAVING, AND IDENTITY. – JONATHAN SAFRAN FOER
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LOGO STANDARDS
Chapter 02
Color Standards The new Gourmet may appear in only one color choices, orange. A brand with more energy and connection. The color is the foundation of the brand and should always be used properly to reinforce brand equity. Do not use any other colors in presenting the logo.
R: 234
G: 114 B: 65
C: 0
M: 69
Y: 81 K: 0
L: 64
A: 48
B: 50
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GOURMET
VISUAL STANDARDS GUIDE
Chapter 02
Typography Standards
AA Jason Walcott designed his first typeface called Holiday Times in the fall of 2000, and that started a long and wonderful journey that lead to the Jukebox of today.
Fonts in the Typekit library include support for many different languages, OpenType features, and typographic styles. If you know you need a specific combination of languages or features covered, you can use these filters to narrow down your search while browsing our library.
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LOGO STANDARDS
A A Utopia Std Bold Italic
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Acumin Pro Regular
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Bembo Book MT Pro Regular
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Chapter 02
Business System
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LOGO STANDARDS
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VISUAL STRATEGY GUIDE
03 FUTURE PROSPECT
30 Gourmet Brand Extensions
GOURMET
VISUAL STANDARDS GUIDE
Chapter 03
Gourmet Brand Extensions Gourmet is bringing in new version to work on their mission. The Gourmet future extension include three core centers: learn, create and enjoy.
ME Gourmet Media
TR Gourmet Travel ME-01 Gourmet TV Program
TR-01 Travel Guide
ME-02 Social Networking
TR-02 Live With The Locals
ME-03 Gourmet Online Group
TR-03 Overseas Travel Camp
RET Gourmet Retail
INS Gourmet Institute RET-01 Gourmet Market
INS-01 Table Manners Workshop
RET-02 Gourmet Restaurant
INS-02 Gourmet Lectures
RET-03 E- Store
INS-03 Theme Conference
RET-04 Gourmet Food Festival
INS-04 Gourmet Competition INS-05 Cultural Exchange Center INS-06 Gourmet Exhibition Hall INS-07 Language Training School
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Create:
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Learn :
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Enjoy :
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INS-08 Gourmet Cooking School
FUTURE PROSPECT
Create RET-02 TR-01
RET-01
ME-03 INS-08 TR-02 ME-01
Learn
ME-02
Enjoy
INS-01 INS-02
ME-03
TR-03
INS-03
INS-05
RET-03
INS-07
INS-06
RET-04
( Gourmet divides business ideas into three parts: create, learn and enjoy )
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Gourmet Media
ME
1. Food Secrets ( Gourmet TV Program ) This TV show presents some different regions and countries’s culture. People can learn and explore the best local food. It builds an easy way to share information on Media, and also the ways that how to cook different foods.
Gourmet Travel
TR
1. A Trip For Foodies ( Travel Guide ) Gourmet can provide a platform to help people find local food, and a travel guide can take you to find the best local food or share some stories.
2. Live with the locals ( Culture Experience ) 2. Food Net ( Gourmet Restaurant ) We know that many foods come from different countries. We need to use efficient social networking to transmit messages. The Gourmet reporting network may include Facebook, Instagram, Twitter and blogs. Users can frequent updated content information such as photos, videos, articles. The users can subscribe it, and they can share food and culture anytime and anywhere. 3. Eat 24 ( Gourmet Online Group ) This online group will group people different countries who love cooking food and traveling. It is a good way to communicate with each other through telling people what is food and how to cook food, so they can share their experience and ideas.
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In order to embrace the local cuisine, a traveler can live with the locals. This can help people experience the lifestyles of all these countries and communicate about culture and food with each other. They share meals with the locals and meet many wonderful people.
3. World View ( Overseas Travel Camp ) This camp aims to organize people to travel around the world. They are interested in different cultures, food and history. The camp takes people to different countries and discovers to different cultures and food.
FUTURE PROSPECT
Gourmet Retail
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Gourmet Institute
INS
1. Global Market ( Gourmet Market )
1. Discover The World ( Gourmet lectures )
This Gourmet Market offers food from many different countries. Customers can find rich ingredients at the Market, and let people learn more.
The Gourmet lecture is an educational and cultural lecture. Every lecture encourages people to develop, understand and discover different cultures and foods.
2. The Magic Place ( Gourmet Restaurant )
2. Find Food ( Theme Conference )
This restaurant offers different foods and also it provides some food background for those are interested in specific food history.
This is a global set of conferences given by a private non-profit foundation. People can communicate with each other. Also, people can collect culture and share their food experiences.
3. Taste It ( E- Store )
3. Win ( Gourmet Competition )
In this Online store, and people can communicate with other users directly,and people can very easily chat with others in world-wide locations. People can share the experience of selecting food, breaking the mode of traditional supermarket.
By coming to understand and appreciate foods and cultures and people really will be on a course to better their culinary efforts. The competition encourages people who like cooking.
4. Eat & Drink ( Gourmet Food Festival )
4. Work Table ( Table Manners Workshop )
The Food Festival brings people together. People have the chance to discover different foods and cultures.
Around the world, people have different ideas about what “ good� table manners are. The workshop will give advice on table manners, and teach how to behave on different occasions.
5. Food Ways ( Gourmet Exhibition Hall ) 7. Hands-On ( Gourmet Cooking School ) The school provides a series of cooking courses at different levels. People learn a tremendous amount by attending cooking courses. It is a good chance to learn different food cultures.
8. Interactive Corner ( Cultural Exchange Center ) People can gain a lot of useful knowledge. At this center, people can learn culture they are interested in and improve their communication skills and make friends in different countries.
People can learn about some food information from the Exhibition Hall. The hall allows visitors to immerse themselves in the cultures and cuisines of different countries.
6. Talk-Talk ( Language Training School ) Teacher swill teach people different languages, and every student is free to choose whichever language they like. This school not only teaches language, but also more focuses on how to communicate. Through communication, anytime students have a question, they learn from each another.
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VISUAL STANDARDS STRATEGY GUIDE GUIDE
FUTURE PROSPECT
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GOURMET
VISUAL STANDARDS GUIDE
L Gourmet Institute
Food Ways
THE FOOD EXHIBITION CELEBRATES FOOD, EXPLORING ITS HISTORY, AND CULTURAL INFLUENCE WORLDWIDE.
Gourmet Exhibition Hall People can learn about some food information from the Exhibition Hall. The hall allows visitor to immerse themselves in the cultures and cuisines of different countries. Food is fundamental to life. Yet, our eating habits have become incredibly complex, involving many aspects of daily life far beyond addressing simple nutritional needs. In between it examines behavioral choice in nutrition and exercise as well as the influence of social, environmental, and cultural settings.
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Be one of the enthusiastic visitors who discover the latest and most food innovative information from exhibitors and be inspired by the world’s largest range of products. Only at Gourmet Exhibition you will find the information and international food and beverage industry.
FUTURE PROSPECT
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STRATEGY GUIDE VISUAL STANDARDS GUIDE
FUTURE PROSPECT
THE FOOD EXHIBITION CELEBRATES FOOD, AND EXPLORES ITS HISTORY, HERITAGE, AND CULTURAL INFLUENCE WORLDWIDE.
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Eat & Drink
FOOD IS OUR COMMON GROUND, A UNIVERSAL EXPERIENCE.
Gourmet Food Festival Celebrating the rich intercultural diversity, and the Food Festival are bringing people together. People have chance to discover different food and culture. Come enjoy delicious foods from around the world while watching a diverse folk show with singers and dancers from different countries, as well as a fashion show with traditional outfits from some of our participating countries. Around The Food Festival creates a Cultural and Educational Experience. Our restaurants do not only sell food; they showcase, educate and teach their culture through food.
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Culture encompasses the customs and traditions of a country. Culture encompasses religion, food, what we wear, how we wear it, our language, marriage, music, what we believe is right or wrong, how we sit at the table, how we greet visitors, how we behave with loved ones, and a million other things, United States is one of the most culturally diverse countries in the world. Nearly every region of the world has influenced American culture, as it is a country of immigrants, most notably the English who colonized the country beginning in the early 1600s. U.S. culture has also been shaped by the cultures of Native Americans, Europeans, Latin Americans, Africans and Asians.
FUTURE PROSPECT
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FUTURE PROSPECT
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Food Secrets
THE SECRET OF SUCCESS IN LIFE IS TO EAT WHAT YOU LIKE AND LET THE FOOD FIGHT IT OUT INSIDE.
Gourmet TV Program This TV show, it presents some different regions and countries’s culture. People can learn and explore the best local food. It builds a easy way to share information on Media, and also the way that how to cook them. There are different types of cooking shows. The program introduces food from different countries, at the same time, The audience also can know something of the history.
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With the host teaching the viewers how to prepare different meals. Others are talk shows, with the host and guest celebrities enjoying the meal while talking. The cable TV channel Food Network has showcased many cooking shows.
FUTURE PROSPECT
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FUTURE PROSPECT
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Interactive Corner
Cultural Exchange Center People can gain a lot of useful knowledge. At this center, people can learn culture they are interested in and improve their communication skills and make friends in different countries.
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FUTURE PROSPECT
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VISUAL STANDARDS GUIDE
FUTURE PROSPECT
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C E Gourmet Retail
Global Market
FOOD BRINGS PEOPLE TOGETHER ON MANY DIFFERENT LEVELS. IT’S NOURISHMENT OF THE SOUL AND BODY; IT’S TRULY LOVE.
Gourmet Market In this Gourmet Market provides food from many different countries. Customers can find rich ingredients in Market, and let people learn more. Gourmet food is of the highest quality and flavor, prepared well and presented in an artful manner. A gourmet market is one considered to serve or sell the food and ingredients from all over the world.
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Food is an essential aspect of cultural identity, and such as all gourmet markets reflect a particular cultural identity. Gourmet market brings different food and ingredients together. Fresh food can come from different countries.
FUTURE PROSPECT
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VISUAL STANDARDS GUIDE
FUTURE PROSPECT
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Live With The Locals
Gourmet Experience In order to embrace the local cuisine, and traveler can live with the locals. This can help people more detailed studies on these culture that people can experience the lifestyles of all these countries that people can communicate culture and food with each other and share meals with the locals and met many wonderful people.
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FUTURE PROSPECT
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GOURMET
VISUAL STANDARDS GUIDE
L Gourmet Institute
Discover The World
NO ONE IS BORN A GREAT COOK. ONE LEARNS BY DOING.
Gourmet Lectures The Gourmet lecture is a educational and cultural lecture. Through every lecture, the gourmet lectures encourage people to develop to understand, discovery different culture and food.
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FUTURE PROSPECT
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GOURMET
VISUAL STANDARDS GUIDE
THE FOOD IS AS IMPORTANT AS FOOD ANYWHERE BECAUSE IT DEFINES A PERSON IS CULTURE. 60
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This book is a non-commercial project for educational purposes and is not intended to represent the Gourmet brand. Design Fangjing Chen Instructor Hunter Wimmer Typeface: Essonnes Acumin Pro Utopia Std