The Frying Saucer Identity Manual by leighderck

The

Frying Saucer

The Frying Saucer Identity Manual Designed By Leighann Derck

Table of Contents Introduction ..................................... 2 Competitors ..................................... 3 Inspiration : B-Movies ..................... 5 Inspiration : Vintage Signage ......... 6 Inspiration : Retro Patterns ............ 7 Inspiration : Historical Accounts .... 8 Logo Evolution ................................ 9 Colour Palettes ................................ 11 Font System ..................................... 11 Pattern Development ...................... 13 Menus ............................................... 15 Website : Desktop ........................... 17 Website : Mobile .............................. 19 Collateral ......................................... 21 Environmental Graphic ................... 23

Introduction The Frying Saucer is a 1950s style diner mixed with a science-fiction theme. The restaurantâ&#x20AC;&#x2122;s main focus is on extraterrestrials, alien abductions, and UFO sightings. The environment is family friendly and the cute, kitschy designs incorporated into the restaurantâ&#x20AC;&#x2122;s identity can be enjoyed by people of all ages. However, the main target audience is adults and young adults who have a preexisting interest in 1950s culture and science fiction. Visiting The Frying Saucer evokes a nostalgic, tacky, and greasy spoon-esque feeling. It is located inside a refurbished Futuro home. The cuisine served is mostly classic American; including hamburgers, french fries, tater tots, milkshakes, hot dogs, grilled cheese, meatloaf, and much more. Our goal is to bring our customers aboard for an exciting, mouthwatering adventure.

Competitors Restaurants that might be a competitor of The Frying Saucer include chains like Johnny Rockets, Ruby’s Diner, and Nifty Fifties because their atmosphere and food style mimic 1950s era American diners. Steak N’ Shake and Bob’s Big Boy are two restaurants which may also be competitors because they don’t mimic 1950s American diners; they’re actual living relics from the bygone era. Informal, family friendly, fast causal restaurants like Friendly’s, Fatburger, Red Robin, Denny’s, Disney’s 50s Prime Time Cafe, and other no name greasy spoon diners might also be competitors of The Frying Saucer because they serve a similar style of food; classic American cuisine such as burgers, french fries, and milkshakes. Themed restaurants such as Disney’s Sci-Fi Dine-In Theatre and Space Aliens Grill and Bar could also be competitors because of the shared sci-fi theme and focus on extraterrestrials, alien abductions, and UFO sightings.

Disney’s Sci-Fi Dine-In theatre restaurant is modeled after a 1950s drive in theatre.

Restaurants like Johnny Rockets and Rubyâ&#x20AC;&#x2122;s Diner werenâ&#x20AC;&#x2122;t actually around in the 1950s. They were founded in 1986 and 1982 respectively and use aspects of 1950s culture such as era appropriate uniforms and interior design in an attempt to revive the classic American diner.

Inspiration : B-Movies B-Movies of the 1950s served as inspiration for the sci-fi theme of The Frying Saucer. While researching B-Movies I came across many popular themes/motifs such as extraterrestrials, alien abductions and invasions, and UFO and flying saucer sightings. I looked at the vintage movie posters and advertisements for films like Invasion of the Saucer-Men (1957), The Man from Planet X (1951), Earth vs. The Flying Saucers (1956), Invisible Invaders (1959), This Island, Earth (1955), Forbidden Planet (1956), Devil Girl from Mars (1956), and many others. The recurring keywords I found during my investigation included things like flying saucer, alien, outer space, cosmic, invasion, abduction, planet, mothership, earth, Martian, etc. These recurring words were popping up in many of the movie titles, tag lines, plot descriptions, and quotes. The keywords later became elements that I used in naming my restaurant, The Frying Saucer, and conventions I used to name a majority of my menu items; for example Planetary Pierogies and Ice Cream Invasion.

In the 1950s, low-budget science-fiction and horror films became increasingly popular.

Inspiration : Signage

The Neon Museum in Las Vegas Nevada, houses over 200 historic and vintage signs.

While creating The Frying Saucer logo, I looked at vintage 1950s hand painted signs, neon signs, and modern day recreations of vintage 1950s signs for inspiration. These types of signs were, and sometimes still are, used as advertisements and were seen in front of businesses such as restaurants, bars, motels, gas stations, bowling alleys, skating rinks, and casinos. I utilized the vintage signageâ&#x20AC;&#x2122;s design elements such as bold, contrasting colour, simplified forms, funky shapes, and accents like starbursts, stars, and diamonds to give my logo a retro aesthetic.

Inspiration : Retro Patterns Retro, 1950s patterns and textile designs inspired both my logo and my own pattern creation. I adopted the elements of bold design of the 1950s which utilized contrasting colours, lines, stripes, flat kitschy graphics, funky boomerang or lima bean shaped forms, and geometric shapes such as circles, diamonds, and squares. I also made some of my own â&#x20AC;&#x153;atomicâ&#x20AC;? symbols which rose in popularity during the 1950s such as starbursts and stars. These atomic symbols and patterns were inspired by space and science.

Quintessential 1950s retro patterns utilized funky, organic shapes and atomic symbology.

Inspiration : Historical Accounts

“The Radical Roswell” burger eludes to the famous UFO incident/crash that happened in Roswell, New Mexico in 1947.

The Frying Saucers themes revolving around extraterrestrials, alien abductions, and UFO sightings are inspired by real life events and accounts. Some of my menu items play homage to historical alien abductions, UFO sightings, and famous ufologists. For example, the name of the “The Rockin’ Rendelsham” burger is inspired by the UFO sighting in the Rendelsham Forest in Suffolk, England in 1980. “The Big Boas” and “The Wild Walton” burgers were named after the abductees Antonio Villas Boas, who was abducted in Brazil in 1957, and Travis Walton, who was abducted in Arizona in 1975. “The Hot and Spicy Hynek” was named after the famous ufologist, J. Allen Hynek, who developed the “close encounter” classification system for documentation of UFO sightings, abductions, and contact/ communication with extraterrestrials. “Dreamland Desserts” is a category on my dessert menu that is coined after the elusive Area 51’s the nickname, Dreamland.

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Logo Evolution

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From initial sketches to computer generated designs and iterations to the finished product, my logo has evolved in a number of ways. Drastic changes took place in the beginning stages while small adjustments and finessing of shape and type took place towards the end. One thing that remained consistent throughout the logo development process is my desire to transform the burger into a subtle UFO shape. I accomplished this by elongating the lettuce form.

Colour Palettes I chose bright, contrasting colours such as green and orange to pay homage to some of the vintage 1950s patterns and signage that I was largely inspired by. I thought these colours were appropriate because lime green is reminiscent of a clichĂŠ alien head, and lime green mixed with orange creates a kitschy, atomic age feeling.

C:0

C : 60

M:0

Y:0

Y : 100

K : 100

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R : 35

R : 114

G : 31

G : 191

B : 32

B : 68

# : 231F20

# : 72BF44

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M : 50

Y:0

Y : 100

K:0

R : 255

R : 247

G : 255

G : 148

B : 255

B : 29

# : FFFFFF

# : F7941D

Font System Fink Heavy is primarily used for the main headlines on The Frying Saucerâ&#x20AC;&#x2122;s menus, website, and identity manual. Signpainter Slant is mainly used for subheadlines. Gotham Bold is used as a secondary subheadline, as a stand alone, or to create hierarchy/emphasis in the body text. Gotham Rounded Medium and Book are used for the body copy.

FINK HEAVY

GOTHAM ROUNDED MEDIUM

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Signpainter SLANT

GOTHAM ROUNDED BOOK

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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GOTHAM BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?&%$#@<>(){}+=-”:;,.

Pattern Development I created burger, milkshake, hot dog, and feminine/masculine alien symbols to use in my main pattern. I also created a variety of funky shapes and starbursts. I wanted to replicate some of the shapes I was seeing in vintage 1950s patterns, and many of these patterns showed recurring use of boomerang/lima bean forms. I also utilized symbols such as stars, starbursts, and action lines to create movement throughout the pattern. The main pattern is seen on both of my menus, burger boat, plates, napkin holder, and throughout the website. I created my secondary patterns by stripping down elements from my main pattern. In the tone on tone orange pattern, which was used on the milkshake kit packaging, I utilized the outlines of funky shapes and starbursts but omitted other symbols. I created the green and black tone on tone starburst/star patterns by recycling the shapes I used in my logo. The starburst/ star pattern is used on my burger wrap, milkshake kit packaging, on the inside of my secondary menu, and throughout my website.

My secondary patterns were created by stripping down elements I had already used in my main pattern and logo such as outlines of funky shapes, stars, and starbursts.

The

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Earthly Entrées Each entrée comes with your choice of one satellite side.

Take me to your Burger Garnished with your choice of cheese, lettuce, tomatoes, onions, pickles, ketchup, mustard, or mayo.

The Radical Roswell ............................ $7.00

Astro Apps Helio Hot Wings .................................. $7.00 Ten deep-fried chicken wings coated in hot buffalo sauce.

Supernova Nachos ............................... $7.00 Tortilla chips covered in warm queso, shredded lettuce, beans, green onions, and pico de gallo.

Mini Moon-zzarella Sticks ................... $5.00

Classic grilled quarter pound angus beef patty, topped with your choice of garnishes.

The Big Boas ........................................ $9.00 Grilled half pound XL angus beef patty, topped with your choice of garnishes.

The Wild Walton .................................. $8.00 Grilled quarter pound angus beef patty, served with bacon bits and topped with your choice of garnishes.

Hot and Spicy Hynek ........................... $9.00

Bite-sized, battered, breaded, and deep-fried mozzarella. Served with marinara dipping sauce.

Grilled quarter pound angus beef patty seasoned with a jalapeño blend and drizzled in our special hot and spicy sauce, topped with your choice of garnishes.

Quasar-dillas........................................ $6.00

Zesty Zeta Reticuli .............................. $9.00

Two tortillas filled with grilled chicken and monterey jack and cheddar cheese. Served with salsa and sour cream.

Planetary Pierogies ............................. $5.00 Five dumplings filled with mashed potatoes and cheddar cheese, sautéed and topped with melted butter and salt.

Loaded Plutato Skins .......................... $6.00 Five potato skins dressed with cheddar cheese, bacon, green onions, and sour cream.

Stellar Soups and Salads Chicken and Star Clusters ................... $4.00 A warm bowl of chicken broth served with star shaped noodles, bits of chicken, and diced veggies.

French Onion Abduction..................... $6.00

Grilled quarter pound angus beef burger drizzled in our special zesty, sweet and savory sauce, topped with your choice of garnishes.

The Rockin’ Rendelsham ..................... $8.00 Charcoal grilled quarter pound angus beef burger adds a smoky flavour, topped with your choice of garnishes.

The Black Hole .................................... $7.00 Grilled black bean veggie patty, topped with your choice of garnishes.

Deep Space Hot Dogs Garnished with your choice of mustard, ketchup, onions, mayo, relish, coleslaw, cheese, chili, olives, or sauerkraut.

The Moon Dogger ................................ $5.00

A warm bowl of caramelized onions in a beef broth topped with croutons, cheese, and a piece of bread.

Classic beef frank, topped with your choice of garnishes.

Chili-clipse ........................................... $5.00

Six cocktail wieners wrapped in a baked pie dough.

A warm bowl of beef, chili peppers, tomatoes, and beans.

The Little Green Man ........................... $4.00 Leafy green lettuce and spinach garnished with tomatoes and shredded carrots. Served with your choice of Italian, Ranch, or Thousand Island dressing.

Satellite Sides Far Out French Fries ........................... $3.00

Dwarf Planet Doggers ......................... $5.00 The Red Giant ...................................... $7.00 Footlong, spicy, red-hot beef frank, topped with your choice of garnishes.

Other Encounters Chicken Tenderestrials ........................ $7.00 Boneless chicken breast strips battered, breaded, and deep-fried to a crisp.

Crinkle-cut potatoes, deep-fried and topped with salt.

Crater Taters ........................................ $3.00

Fried Chicken from Outer Space! ....... $9.00 Bone-in chicken battered, breaded, and deep-fried.

Grated potato nuggets, deep-fried and topped with salt.

Mass Hysteria Mashed Potatoes ......... $3.00 Boiled and mashed potatoes, prepared with butter and milk, topped with salt.

Mac Attacks! ........................................ $4.00 Macaroni pasta baked in a blend of creamy cheddar and parmesan cheese, topped with breadcrumbs.

Saturn’s Rings ...................................... $4.00

Galactic Grilled Cheese ...................... $6.00 Grilled cheddar and american cheese sandwich served on your choice of white or whole wheat bread.

Mothership Meatloaf ........................... $9.00 Seasoned ground beef, baked and topped with a ketchup sauce garnish.

Supersonic Salisbury Steak ................ $9.00 Broiled ground beef patty smothered in savory gravy.

Medium-thin cut onion, dipped in batter and deep-fried.

Veggie Vortex ...................................... $3.00 Vegetable plate including steamed corn, broccoli, carrots, and green beans.

Crop Circle Fruit Cup .......................... $3.00 A cup full of fresh berries, pineapple, kiwi, and grapes.

Cosmic Casserole ................................ $9.00 Slow-baked macaroni casserole filled with pasta, cheese, beef, and veggies.

Tractor Beam Tuna Melt ...................... $7.00 Grilled tuna, mayo, lettuce, and american cheese served on your choice of white or whole wheat bread.

Beam Me Up Beverages Bottled Water .................................... $1.00 Soda ................................................... $3.00 Coke, Cherry Coke, Vanilla Coke, Diet Coke, Sprite, Dr. Pepper, and Fanta are available.

Juice ................................................... $3.00

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Dreamland Desserts Penumbra Pies ................................... $3.00

Orange, apple, lemonade, and grape juices are available.

Cherry, blueberry, apple, key lime, and banana cream pies are available.

Tea ...................................................... $2.00

First Contact Cakes ........................... $3.00

Hot or iced tea is available.

Chocolate, vanilla, and red velvet cakes are available.

Milk ..................................................... $3.00

Ice Cream Invasion ............................ $3.00

Chocolate and strawberry milk are also available.

Chocolate, strawberry, vanilla, peanut butter, coffee, and mint chocolate chip flavoured ice creams are available. Sundaes can be topped with your choice of chocolate syrup, caramel syrup, chunks of fudge, cookie dough, brownie bits, peanut butter cups, whipped cream, cherries, and sprinkles.

Coffee ................................................ $2.00 Hot Cocoa .......................................... $3.00

Celestial Shakes Absolute Zero .................................... $6.00 The Frying Saucer’s signature shake. A creamy, green mint chocolate chip flavoured milkshake mixed with chocolate syrup, peanut butter cups, and brownie bits.

Cookie Comets .................................. $2.00 Your choice of freshly baked chocolate chip, double chocolate, or sugar cookies.

Flyby Fudge Brownies ...................... $2.00

Cataclysmic Cocoa Fudge ................ $5.00

Warm, gooey, chocolate brownies. Can be served à la mode with your choice of chocolate, strawberry, vanilla, peanut butter, coffee, or mint chocolate chip flavoured ice cream and drizzled with chocolate sauce.

A chocolate flavoured milkshake mixed with chocolate syrup, chunks of fudge, and brownie bits.

Alien Blaster Baked Alaska ............... $5.00 Ice cream cake topped with browned meringue.

Starberry ............................................ $4.00 A classic strawberry flavoured milkshake.

Plasma Pudding ................................. $2.00

The Void ............................................. $4.00

Available in chocolate, vanilla, banana cream, caramel or butterscotch flavours.

A classic vanilla flavoured milkshake.

Peanut Butter Parallax ...................... $5.00 A peanut butter flavoured milkshake mixed with chocolate syrup and cookie dough.

Jell-O Jets.......................................... $2.00 Available in strawberry, cherry, orange, mango, peach, fruit punch, or lime flavours.

Mocha Meteor Shower ....................... $5.00 A coffee flavoured milkshake mixed with caramel syrup, chunks of fudge, and brownie bits.

A quasar is a massive and extremely remote celestial object, emitting exceptionally large amounts of energy, and typically having a starlike image in a telescope. It has been suggested that quasars contain massive black holes and may represent a stage in the evolution of some galaxies.

Menus The Frying Saucer logo and main pattern appear on both the primary and secondary menu. The primary menu is a single sheet of paper with graphics on the front and back and is situated in a menu sleeve. The secondary menu is a three paneled standing table tent with a burger topper. Almost every menu item has a cutesy, puny name. Many of the item names are inspired by astronomical, ufological, and extraterrestrial terminology. Most items have some sort of underlying scientific etymology such as the items Quasar-dillas and Penumbra Pies. Items such as Mac Attacks! and Ice Cream Invasion elude to B-Movies and their recurring themes/vocabulary usage. Other items reference real life historical accounts of UFO sightings/abductions such as “The Big Boas” burger.

Website : Desktop The Frying Saucer desktop website features main, about, menu, gallery, and contact pages. The main navigation system on the desktop website is simple and is located at the top of each page. The logo, color palette, patterns, and font systems used throughout the rest of the identity are consistent on the desktop website. The desktop website features an about page describing The Frying Saucer. It also features both the primary menu and the secondary drinks and desserts menu. The gallery is full of photographs of The Frying Saucerâ&#x20AC;&#x2122;s menu items. The contact page has information such as address, phone number, hours of operation, and a map.

The desktop website applications on the Mac and tablet below were made in Photoshop using mockups.

Website : Mobile The Frying Saucer mobile website features main, about, menu, gallery, and contact pages. A burger navigation system is used on the mobile website. The logo, color palette, patterns, and font systems used throughout the rest of the identity are consistent on the mobile website. The desktop website features an about page describing The Frying Saucer. It also features both the primary menu and the secondary drinks and desserts menu. The gallery is full of photographs of The Frying Saucerâ&#x20AC;&#x2122;s menu items. The contact page has information such as address, phone number, hours of operation, and a map.

The mobile site features a responsive icon and a burger navigation system. 19

Collateral

Figuring out the correct dimensions for both the rocket shaped milkshake kit packaging and the burger boat took a lot of trial and error. The milkshake kit packaging had to fit snug around the base of the milkshake glass.

The first form of packaging created for The Frying Saucer consists of a burger boat, a burger wrap with a sticker, and a condiment cup. The second form of packaging created features a milkshake kit with a rocket shaped wrapping. The milkshake kit includes a 13 ounce milkshake glass, a long handle spoon, a reusable plastic straw, and a recipe for The Frying Saucer’s signature celestial shake, “Absolute Zero”. I created other forms of collateral such as plates, utensil wraps, coffee mugs, straw dispensers, napkin holders, and milkshake glasses.

Environmental Graphic The environmental graphic was made in Adobe Photoshop and it shows The Frying Saucerâ&#x20AC;&#x2122;s exterior as an actual flying saucer shape; with the restaurant located inside a refurbished Futuro home. The exterior has a base with a green tone on tone starburst pattern, alien figure decals in the circular windows, and a mock neon sign. I tried to match the exterior colours as closely as possible to the orange and green colours used in the original colour palette.