Subivore Brand book by Logan

Brand Guidelines

SUBIVORE

In order to help maintain our fun and wild Subivore identity, we have created this book to communicate to others the branding elements associated with our company. It is important that these measures are strictly followed, so that the Subivore brand can stay true to its mission.

CONTENTS 1

Our Mission

Who We Are

The Subivore

Competition

Logo

Logo Treatment

Colors

Typography

Print Material

Packaging

Apparel

Photography

Illustrations

1-2

OUR MISSION:

We have taken upon ourselves the task of feeding the monster that everyone harbors deep within themselves as quickly and efficiently as possible, and squelch its potentially dangerous presence with flavor.

WHO WE ARE Here at Subivore, we believe that deep within every man or woman, boy or girl lies a beast. This beast starves for nourishment, craves delicious flavors, and is ultimately on a quest to satisfy its hunger. Weâ&#x20AC;&#x2122;ve come to recognize this ravenous monster as the subivore. Donâ&#x20AC;&#x2122;t fear, for Subivore aims to feed your inner beast, well into the early morning hours. We offer to you our full selection of fresh baked breads, mouth-watering meats, cheeses and crisp veggies so that you may construct the perfect sandwich to tame your hunger.

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the subivore demographics The target subivore is a college student with a dangerous appetite for flavor. This hungry subivore resides in a Florida town and lives off of a low-income budget. When hunger strikes he or she is quickly on the prowl for delicious satisfaction, no matter what hour of the day it may be.

psychographics We want to attract those late-night snackers who are in need of a healthier alternative from Taco Bell or McDonaldâ&#x20AC;&#x2122;s. They are fun, adventurous, and are not afraid to take risks. They know how to be responsible and moral, and still know how to have a good time.

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COMPETITION We recognize that there are companies out there that will claim to be superior to our mouth-watering flavors and excellent service. Subway, Jimmy Johns, and Publix Deli are going to be our most prominent competitors in the sandwich business. Open-late fast food restaurants like Taco Bell and McDonaldâ&#x20AC;&#x2122;s will also prove to be worthy opponents.

LOGO

SUBIVORE

The logo is an essential ingredient in the Subivore branding. It is made up of two parts: the logotype â&#x20AC;&#x153;Subivoreâ&#x20AC;? and the monster sandwich illustration. Our Subivore logo may appear in its original colors on a light background.

In certain cases, the logo may appear as a solid color, preferrably red-orange, navy blue, black or white.

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ACCeptable Logo Treatment 1. Full logo on white background 2. Full logo on light background 3. Solid Black, Sub-on-Fire, or Deep Sub on a light background

SUBIVORE

4. White logo on dark background

SUBIVORE

UNACCeptable Logo Treatment 1. No squashing 2. No complex backgrounds 3. No distracting effects

4. No stretching

SUBIVORE 3.

SUBIVORE 4.

SUBIVORE

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C: 0 M: 83 Y: 79 K: 0 R: 240 G: 84 B: 64 #F05440

C: 21 M: 49 Y: 70 K: 2

C: 75 M: 5 Y: 100 K: 0

R: 198 G: 138 B: 93 #C68A5D

R: 173 G: 73 B: 73 #41AD49

R: 209 C: 0 M: 0 G: 211 B: 212 Y: 0 K: 20 #D1D3D4

R: 1 C: 98.93 G: 48 1 .2 5 M: 7 B: 71 Y: 47.28 #002F46 4 .8 5 4 : K

C: 7 M: 15 R: 228 Y: 27 G: 207 K: 3 B: 180 #E4CF B4

C: 62 M: 82 Y: 100 K: 16

R: 111 G: 68 B: 46 #6F442E

C: 0 M: 20 Y: 85 K: 0

R: 255 G: 204 B: 65 #FFCC41

C: 45 M: 0 Y: 81 K: 0

R: 151 G: 203 B: 98 #97CB62

COLORS

Our color selections are inspired from color theory, as well as from the many ingredients necessary to satisfy the inner subivore. Deep Sub and Sub-on-fire are the colors used for the standard Subivore logo. The three primary colors may be used interchangeably throughout our branding. All of the secondary colors can be applied to accent the various illustrations throughout the design.

Prime is a clean typeface that is used for our logo. It should be used in full uppercase format with regular weight for maximum legibility.

PRIME ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789 =~!@#$%^&*()+[]\{}|:;’:”<>?,./

Neither a carnivore nor herbivore, the subivore maintains a diet of all things flanked by two slices of bread or encompassed by a sandwich wrap.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 =~!@#$%^&*()+[]\{}|:;’:”<>?,./

Neither a carnivore nor herbivore, the subivore maintains a diet of all things flanked by two slices of bread or encompassed by a sandwich wrap.

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Neither a carnivore nor herbivore, the subivore maintains a diet of all things flanked by two slices of bread or encompassed by a sandwich wrap.

Homestead is a bold, serif typeface that is used for titles and headlines seen in our printed material. We’d recommend that only “Regular” and “Inline” be used.

HOMESTEAD REGULAR HOMESTEAD INLINE HOMESTEAD DISPLAY

HOMESTEAD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 =~!@#$%^&*()+[]\{}|:;’:”<>?,./

Neither a carnivore nor herbivore, the subivore maintains a diet of all things flanked by two slices of bread or encompassed by a sandwich wrap. Neither a carnivore nor herbivore, the subivore maintains a diet of all things flanked by two slices of bread or encompassed by a sandwich wrap. Neither a carnivore nor herbivore, the subivore maintains a diet of all things flanked by two slices of bread or encompassed by a sandwich wrap.

The Mission Gothic family of typefaces will be used primarily for body text. Mission Gothic Regular is the best weight for communicating to our customers, however, other weights may be used for added impact.

MISSION GOTHIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 =~!@#$%^&*()+[]\{}|:;â&#x20AC;&#x2122;:â&#x20AC;?<>?,./

Mission Gothic Thin Mission Gothic Thin Italic Mission Gothic Light Mission Gothic Light Italic Mission Gothic Regular Mission Gothic Regular Italic Mission Gothic Bold Mission Gothic Bold Italic Mission Gothic Black Mission Gothic Black Italic

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WEB FONTS

CHUNK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 =~!@#$%^&*()+\{}|:;’:”<>?,./

PT SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 =~!@#$%^&*()+[]\{}|:;’:”<>?,./

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PRINT MATERIAL take-out menu

Get the Crispy Academic: fried chicken tenders, with your choice of sauce and toppings. Itâ&#x20AC;&#x2122;s our house favorite. Or thereâ&#x20AC;&#x2122;s 20 other sandwiches to choose from. Whatever satisfies your subivore. We have developed a full take-out menu communicating our awesome selections to our customers. It will be a bi-fold construction, featuring our signature illustrations and as well as food photography. Content has been organized based on measurements using a grid-system. This design is essentially in its final form; no changes should be made unless it is deemed absolutely necessary.

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PRINT MATERIAL business card

We are constantly on the hunt for new subivores with a ferocious hunger. In order to reel them in and get them in the right mindset, we’ve produced a business card that evokes excitement towards our brand. The card will have our logo on front and will rest inside a pocket, which has a slot cut away from its front face. Subivores are then instructed to “feed their subivore” by moving the card up and down within its pocket. Doing so will allow for the front logo to appear to be chomping away, satisfying its great need for flavor.

subiv CHECK

LOGAN WES TLEY Owner

123-456-7890 111 Lake Holling sworth Drive Lakeland, FL 33801 subivore.com

o r e .c

T AT : US OU

SUBIVOR E 111 Lake Hollingsworth Dr. Lakeland, FL 33801

PRINT MATERIAL letterhead and envelope

In order to keep our customers and business partners in the loop, we have developed a fun, captivating letterhead and envelope. Each piece is accented with unique hand-drawn illustrations to inspire subivores around the world. Our letterhead is to be printed using cardstock, so as to prevent transparency, and the envelope is printed with copy paper. The illustrations on the back of the letterhead provide ample security from curious eyes.

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PRINT MATERIAL posters

We have developed awesome posters to visually reflect our brand; they are a perfect balance of typography and illustration. When placed on the walls inside of the restaurant, it is recommended that they be framed. However, our posters can be transformed to become advertisements for magazines or other forms of media.

SUBIVORE

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packaging

Our sandwiches will be housed within our constructed clamshell boxes. They are going to be a thin cardboard material, and will feature illustrations on each side of the top lid. The subivore will be divided on the front panels, top and bottom, so that it appears that it is chomping viciously when the box is opened and closed.

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APPAREL front

SUB IVO RE

APPAREL back

SUBIVORE

It’s not enough that we save the world every night from hungry subivores. We have to look the part, too.

We’ve designed t-shirts that follow the ilustrative feel that is present througout our brand. You can see a couple of our designs here; and it’s assured that we will keep developing new tops for our customers.

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PHOTOGRAPHY

As a restaurant, itâ&#x20AC;&#x2122;s important to show customers exactly what they are putting into their mouths. Photos should focus on the freshness and flavor of the ingredients. We want customers to drool over the layers making up their sandwiches, so we use side shots to capture the deliciousness. It is also preferred that there be enough negative space in our photos so that we can add our awesome illustrations. Textures can also be used to accent various aspects of our brand.

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ILLUSTRATIONS

Hand-drawn illustrations should be used on our print materials for added creativity and excitement: the business card, business card pocket, letterhead and envelope. These illustrations should depict words describing our delicious products, as well as any of the various ingredients used to make such deliciousness. They should be confined to the back of a page, the top and bottom flaps of the envelope, inside the business card and business card pocket. These depictions should not conflict with any typography. In some cases, these drawings can be used to accent phototgraphs.

SUBIVORE

subivore.com