Brand Guidelines
Much more than a logo Every great brand has a unique brand identity which is consistently and thoughtfully applied across every customer touch point. it should remind people of the brand they are experiencing, enhance the experience and act as a way of recognising and finding the brand. Brand identity is much more than a logo – it’s the colours, the imagery, the typefaces, layouts and the personality with which these are applied. These brand guidelines are designed to ensure that we are consistent both visually and in our tone of voice.
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PESTO | BRAND GUIDELINES
Brand Mark
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PESTO | BRAND GUIDELINES
Brand Mark Our logo is the cornerstone of an exciting visual identity system and a key asset of our
PESTO PRIMARY BRAND MARK
organisation. It is the primary identifier of our brand –a universal signature across
HORIZONTAL LOCK-UP
all Pesto.
Our logo has been carefully crafted with a great deal of attention paid to the typography and balance of characters, so should never be recreated or altered in any way.
The Vertical lock-up is to be used for banners and flags.
PESTO PRIMARY BRAND MARK VERTICAL LOCK-UP
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PESTO | BRAND GUIDELINES
Clear Space To ensure prominence and legibility, the Brandmark is always surrounded by an area of clear space which remains free of other elements, such as type and graphics.
X Height
The clear space is the minimum and should be increased wherever possible. It is important to observe clear space rules at all times when using the brandmark.
Please note that the clear space rule shown below applies to all brandmark variations.
X
X
X
X
CALCULATING X The construction of the Clear Space is based on the width of the character ‘P’ of the Pesto wordmark. Refer to the diagram below when calculating X.
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PESTO | BRAND GUIDELINES
Minimum Size A minimum size has been established to ensure that
CALCULATING THE MINIMUM SIZE
the brandmark remains legible across all applications.
To specify the size of Fanr Brandmark always measure across the full width of the Fanr Brandmark as shown below.
The brandmark master artworks can be enlarged or reduced in size. Please note that all vector files do not have a maximum size, but do adhere to a minimum size. JPEG files have a maximum size to avoid pixelation when
The PESTO Primary Brandmark should not be used smaller than 40mm and 100 pixels in total width on all print & screen applications.
scaled beyond a certain point. Always ensure that the brandmark is scaled in proportion and is not distorted in any way.
40mm SCREEN
FULL WIDTH Please note: the brandmarks shown on this page are for visual reference only and are not to scale, please refer to the measurement below each for accurate minimum sizes.
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100px
PESTO | BRAND GUIDELINES
Colourways
1. SPOT COLOUR
Primary Colour To ensure consistent usage, the correct brandmark artwork should be used for each specific application. Below are some guidelines to assist when choosing
2. 4 COLOUR PROCESS
the correct artwork colourways.
Please note that the colourways guide shown below applies to all brandmark variations.
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1. SPOT COLOUR Spot colour brandmark version should be used wherever possible, whenever the print spec allows for a spot colour. For example: stationery, brochures
3. BLACK & WHITE This version is used when it is not possible to print in spot colour or process colour or for lower-specification printing, For example: black and white newspaper advertising, fax cover sheet.
2. 4 COLOUR PROCESS This colour version should be used when it is not possible to use the spot colour version for printed collateral. For example: 4 colour process or digital printing. Some examples of applications that would be printed in 4 colour process include: vinyl graphics, magazine advertising, outdoor media, flags and banners
4. SCREEN This colour version is used for any screen applications. For example: web based applications, powerpoint, e-applications (e-mailers), TV advertising.
3. BLACK & WHITE
4. SCREEN
PESTO | BRAND GUIDELINES
Incorrect Use
X
X
For consistency across all brand applications, the brandmark should always be reproduced from the master artworks and should never be altered, redrawn, recoloured or manipulated in any way. The
1. DO NOT STRETCH HORIZONTALLY
4. DO NOT ROTATE THE LOGO
examples below reinforce our understanding of the correct way to use the brandmarks.
X
X
Please note that all incorrect usage guides shown below apply to all brandmark variations.
2. DO NOT STRETCH VERTICALLY
X
3. DO NOT ALTER THE SIZE OF ANY OF THE LOGO ELEMENTS
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5. DO NOT ALTER THE COLOUR OF ANY OF THE LOGO ELEMENTS
X
6. DO NOT ADD DROP SHADOWS, BEVELS OR OTHER EFFECTS
PESTO | BRAND GUIDELINES
Colour Palette
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PESTO | BRAND GUIDELINES
Colour Palette To ensure consistent use across all brand applications the coated Pantone® references should be used as the definitive colour targets for the colour palette. Please note that screen and internal print colours are not an accurate representation and are not intended to provide
PANTONE® 439 C C60 M65 Y60 K55
PANTONE® 452 C 20%
C30 M30 Y50 K0
R67 G54 B55
R184 G169 B136
HTML 433637
HTML B8A988
20%
an accurate colour match for the Pesto colour palette.
For accurate colour targets please refer to the Pantone®
40%
40%
60%
60%
80%
80%
reference numbers provided, the correct swatch can be found within the Pantone® solid chips coated guide
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PESTO | BRAND GUIDELINES
Typography
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PESTO | BRAND GUIDELINES
Corporate Typeface To ensure consistent use across all brand applications the coated Pantone® references should be used as the definitive colour targets for the colour palette. Please note that screen and internal print colours are not an accurate representation and are not intended to provide an accurate colour match for the Pesto colour palette.
Corporate typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Premi Regular
Corporate typeface (Secondary)
reference numbers provided, the correct swatch can be
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
found within the Pantone® solid chips coated guide
Gill Sans/Family
For accurate colour targets please refer to the Pantone®
Corporate typeface (Secondary)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Josefin Sans/Family
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PESTO | BRAND GUIDELINES
Graphic Elements
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PESTO | BRAND GUIDELINES
Graphic Elements Our graphic elements helps to set the contemporary and clear tone of our communications. From the layout of the headlines to the format of URLs, every detail plays an important role in establishing our tonality. The standards that follow have been designed to provide consistency while still allowing for plenty of flexibility.
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PESTO | BRAND GUIDELINES
Stationery
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PESTO | BRAND GUIDELINES
Business Cards Pesto business card has been designed to fit within the Pesto communication style. Always use master artworks supplied by Pesto. Size : 90 mm x 50 mm Name: Gill sans Semi Bold : 8pt Designation: Josefin Sans Semi Bold : 7 pt Contact details: Josefin Sans Semi Bold : 7 pt
Karima Danao Marketing Executive
Al Quawasim Croniche Rd - Ras al Khaimah +971 00 000 0000 +971 0 000 0000 karima@pestoristorante.com www.pestoristorante.com
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PESTO | BRAND GUIDELINES
Letter Head Pesto letter head has been designed to fit within the Pesto communication style. Always use master artworks supplied by Pesto.
August 28, 2011 First Last Name Street Address City, State 00000
Size : 297 mm x 210 mm
Dear : Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean ut ipsum eget massa hendrerit vestibulum vel in velit. Donec pretium neque velit.
Contact details:
Aliquam porta lectus nec mauris ornare venenatis. Vivamus non est turpis, et cursus sem. Mauris vehicula erat in diam auctor at bibendum nisl lacinia.
Josefin Sans Semi Bold : 10 pt
Morbi imperdiet neque vehicula nunc convallis gravida. Vestibulum iaculis pretium placerat. Integer consequat, est sit amet facilisis eleifend, nibh nibh varius orci, eget dapibus arcu dui non purus. Pellentesque in magna mauris. Duis enim sapien, dictum vitae condimentum a, pulvinar vel lacus. Mauris et molestie nibh. Vestibulum vitae nulla at metus elementum porta sit amet interdum elit. Nulla sollicitudin neque eu nulla volutpat congue. Etiam pellentesque, velit id dapibus fermentum, turpis sapien ornare dui, ac tincidunt ligula odio congue purus. Nunc sed ante dui, in porta lectus. Cras nec sem lorem. In hac habitasse platea dictumst. Maecenas id diam quis dui porta tristique. Sed id egestas felis. Donec ullamcorper mattis posuere. Phasellus fermentum eleifend tortor vel dapibus. Vestibulum ante ipsum.
Sincerely,
Christopher Logan AtYourBusiness.com P.O. Box 000000 Dillon, CO 80498 P: (970) 368-0545
Al Quawasim Croniche Rd - Ras al Khaimah +971 00 000 0000 +971 0 000 0000 karima@pestoristorante.com www.pestoristorante.com
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PESTO | BRAND GUIDELINES
DL Envelope Pesto DL Envelope has been designed to fit within the Pesto communication style. Always use master artworks supplied byPesto.
Size : 220 mm x 110 mm
Contact details: Josefin Sans Semi Bold : 10 pt
Al Quawasim Croniche Rd - Ras al Khaimah +971 00 000 0000 +971 0 000 0000 info@pestoristorante.com www.pestoristorante.com
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Brand Collaterals
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THANK YOU All material shown and expressed within these guidelines are the sole property of Pesto. No material may be reprinted or used in public or used for private viewing without the consent of by Pesto. Artwork files: None of the artwork in this document is print ready. For the master artwork files please contact by Pesto.
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PESTO | BRAND GUIDELINES