KINKA IZAKAYA BRAND GUIDELINES
Table of Contents Brand guidelines 03 04 06 07 08 09
Brand Story Logo Color palette Typography Voice Supporting Visuals
Technical Documentation 11 12 13 17
Required legal elements Writing style Wording and usage Capitalization styles
Brand Story Here at KINKA IZAKAYA, our mission is to make customers feel welcomed, excited, and carefree. In Japanese culture, “kinka” (“the golden flower”) symbolizes happiness. At KINKA IZAKAYA, our mission is to bring our customers happiness through food and outstanding services. An "Izakaya" is a type of informal Japanese pub that serves alcoholic drinks and food. It is a place to unwind and enjoy life in an energetic and exciting environment. The atmosphere and hospitality at KINKA IZAKAYA makes you feel like you are dining in Japan. It was established to introduce Toronto to authentic Japanese drinking and dining experiences with traditional and modern dishes designed for sharing. Regardless of how we are interacting with our customers, aim for a casual, engaging, and friendly tone to bring them happiness and help them unwind after a stressful day.
Logo Our logo represents our brand, so please follow these guidelines to ensure we alway look our best! Keep the logo consistent. The logo must not be modified, cropped, or edited. Its orientation, colour, background colour and composition must remain as indicated in this style guide. The black-on-white and the white-on-black logos are our primary logo colourways, and they should only be used against a black, white, or dark background.
Black on White
White on Black
White on Dark Background
Covid-19 Special
Logo Misuse DO not... make the logo less than 410 pixels wide crop the logo change the typeface or manipulate any parts put our logo on a background that is not black, white, or dark use our old logo without the registered trademark symbol
Altered Typeface
Old Logo
Cropped Logo
Less than 410px Wide
Colour Palette
Primary Colours Black #000000 RGB(0, 0, 0) CMYK (0,0,0,1) White #FFFFFF RGB(255,255,255) CMYK (0,0,0,0)
Colours convey messages. Ours say "welcome" and "have fun". KINKA IZAKAYA primarily uses black for backgrounds (#000000), white for text (#FFFFFF), and red for buttons and links (#EA1912). We also use different shades of grey as accent shades to compliment the brand.
White #EA1912 RGB(234, 25, 18) CMYK (0,82,85,8)
Secondary Colours
Dark Grey #545454 RGB (84, 84, 84) CMYK (0,0,0,67) Medium Grey #545454 RGB (166, 166, 166) CMYK (0,0,0,35) Light Grey #545454 RGB (217, 217, 217) CMYK (0,0,0,15)
TYPOGRAPHY
Headings:
BEBAS NEUE BOLD
Ebi Mayo ORDER Buttons:
BEBAS NEUE BOLD Font size: 1 rem Capitalize each letter Font-colour: white Fallback fonts:
LEAGUE GOTHIC
Font sizes vary according to the level of the headings Capitalize each letter Fallback font: LEAGUE GOTHIC
Body texts: Akzidenz Grotesk BQ Regular Font size: 1 rem Fallback fonts: Roboto and sans-serif
Voice Regardless of how we are interacting with our customers, aim for a casual, engaging, and friendly tone to bring them happiness and help them unwind after a stressful day. Our brand language is simple and approachable to allow all customers to scan our content quickly and easily. Make sure that you use plain language. Be empathetic and warm with customers and enthusiastic about the KINKA IZAKAYA experience.
good example
Friendly and easy to understand
If you noticed our logo change, don’t worry—it’s still us. Our new #expectmorecare campaign just means that we’re even more focused on protecting the health of our guests, staff, and community.
bad example Overly formal and stiff
We are excited to show you our new logo. Our new #expectmorecare campaign shows that we are now more focused on protecting the health of all around us.
IMAGERY
imagery KINKA IZAKAYA photography should feel the same as our voice: warm, friendly, and accessible. All photographs should have a clear focus. Food photography should be clean and bold, emphasizing the colours in the dish.
Use warm lighting, especially for photographs of the restaurant, employees, and customers. People photography should mostly be candid to give a more natural feeling, and subjects should look happy and busy. For all photographs, avoid colours and lighting that are overly harsh or bright.
REQUIRED LEGAL ELEMENTS Include the following information in all KINKA IZAKAYA documents, including our website and menu: ©2020 Kinton Kinka Canada Inc. All rights reserved. The KINKA IZAKAYA logo is the property of the CNW Group/KINKA FAMILY.
KINKA IZAKAYA Brand Style Guide
writing style & language
Split texts up into short paragraphs to make content easily digestible.
Even though we aim for a friendly voice, we do not sacrifice grammatical conventions for the sake of sounding casual. Be sure to use complete sentences and follow standard writing rules for punctuation and capitalization. While brand language and voice are important, effective writing requires more. Make sure your writing is not only approachable, but also easy to understand.
Make your writing engaging by varying the length and format of your sentences.
Maintain a focus on the customer by using second person (“you�) when necessary.
Wording & Usage It is important for our content to remain consistent across all internal and customer-facing documents. This section covers how you should word certain items and how to use them in a KINKA IZAKAYA document.
spelling A/B BBQ (not barbeque/barbecue) Buta (not Buta Niku)
I/J/K KINKA IZAKAYA (not Kinka Izakaya)
R/S Shiru (not soup) i.e. “Miso shiru”)
C/D Chu-High (not Chuhigh or Chu High)
L/M
E/F Email (not e-mail)
G/H Gyu (not Gyu Niku)
N/O
P/Q
V/W
X/Y/Z
Mentai (not Mentaiko) Mayo (not mayonnaise) Lychee (not litchi or lichi) L (not litre) ml (not millilitre)
T/U
w/ (not with) i.e. “Deep-fried vegetable dumplings w/ sweet chili mayo”
Abbreviations
DAYS OF THE WEEK
TIME CONVENTIONS
Mon, Tue, Wed, Thu, Fri, Sat, Sun
am, pm
CONJUNCTIONS
LIQUID VALUES
Use "&" in menus, not "and" i.e. ”Marinated seaweed & tofu on greens”
Use abbreviations like "L", "ml", "oz"
ALCOHOLIC DRINKS
SAKE DRINKS
Information on alcoholic drinks is written as "X.X% ABV / XXXml” X.X% — amount of alcohol ABV — alcohol by volume XXXml — the number of millilitres
Include SMV (Sake Meter Value)
punctuation, numbers & miscellaneous PUNCTUATION Serial comma One space after sentences No period for dish descriptions on menu
NUMBERS Only spell out numbers under ten, except for figures i.e. 6% Use comma in numbers over 1,000 Write prices without a dollar sign (X.XX)
URL & LISTS Don’t use “http” before web addresses Use numbered lists, not bulleted lists
capitalization
HEADINGS
MENU ITEMS
Capitalize every character in headings.
Capitalize each menu item i.e. MISO SHIRU
RESTAURANT NAME
SENTENCES
Capitalize restaurant name (KINKA IZAKAYA) "Izakaya" on its own is not capitalized
Capitalize only the first character in a sentence (both in general and in descriptions on the menu)
LOCATIONS
BUTTONS
Capitalize city locations (TORONTO, MONTREAL)
Capitalize the buttons across the website i.e. BOOK A TABLE or VIEW ON MAP