BRAND MANUAL
The Brand Manual is a set of rules that explain how your brand works.
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Brand Manual What is it for?
Welcome to Gourmista´s brand book. Please be sure to read it carefully.
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Brand Manual Contents
1.0
2.0 3.0 4.0
Brand
Logo
Colour
Typography
5.0 6.0 7.0 Illustration
Images
Printed Media
1.1
1.2
2.1
2.2
2.3
2.4
Brand Brand Values
Brand Brand Message
Logo Gourmista Logo
Logo Colour Variants
Logo Logo in black
Logo Do´s and Don´ts
2.5
2.6
3.1
3.2
4.1
4.2
Logo Minimum Size
Logo Clearspace
Colour Variations
Colour Psychology
Typography
Typography Brand Typeface
4.3
4.4
4.5
4.6
5.1
6.1
Typography Type Hierarchy
Typography Primary Family
Typography Secondary Family
Typography Combining Families
Illustration Elements
Printed Media Business Card
7.1 Images Photography
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1.1 Brand Values
The core values define the company’s strengths and how it needs to behave to achieve its vision
UNDERSTANDING VALUE Too often, marketers orient messaging
Uniqueness Being the only one of its kind.
around what they believe to be the most important features of their product or service, instead of
Excellence The quality of being outstanding or extremely good.
looking into what’s actually important to target customers. Take the time to understand your customers and
Diverse Showing a great deal of variety; very different.
their values, then align your messaging accordingly.
Enticing Attractive or tempting; alluring.
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1.2 Brand Mission Statement
A mission statement defines what an organization is, why it exists, its reason for being
Gourmista is fueled by the chef’s journey and their goal of making the finest quality delivery food with flair.
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1.1 Brand Promise
UNDERSTANDING VALUE Too often, marketers orient messaging around what they believe to be the most important features of their product or service, instead of looking into what’s actually important to target customers. Take the time to understand your customers and their values, then align your messaging accordingly.
The primary message used to express the brand promise. This reflects the desired position of the brand.
SHOWING YOU THE FINEST SIDE OF LIFE, ALWAYS.
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1.2 Brand Manifesto
A brand manifesto is a way of identifying what makes your brand unique. It’s your plan for a better world, a declaration of independence, and a moral compass that will guide and define your brand.
Do you have the tendency to prefer the finer options in life? So do we. Only the freshest, most delicate, splendid and flavorful foods reach our palates. We are meticulous, selective, and incessantly hungry for exciting recipes. Trust us to search amongst the most exotic of the world’s produce to bring back to you, each week, a newly discovered, delectable culinary experience.
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2.1 Gourmista Logo
The Gourmista logo is a combination of a logotype merged with illustration elements. The purpose of this fusion is to be simple and elegant, while representing the importance of details in the brand´s identity.
A. LOGO The logo must always
A
be used pursuant to the specifications on this page to identify Gourmista, or Gourmista products or services. Any use that falls outside of these specifications is strictly prohibited.
B. LOGOTYPE This version of logo
B
that is just type is equally as permited as version A.
C. REDUCED VERSION This version of logo is reserved for reduced spaces where the larger logo will lose legibility. It is compulsory to include the name of the brand in any text included in the same communication piece in order to make clear the complete name of the brand.
C
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2.2 Logo Colour Variants
LOGO USAGE It is strictly forbidden to use any other option of logo variant that is not shown in this brand manual. The same rule applies to colours and typography.
The main logo application is the gold logo displayed over the blue backgroud. Whenever this logo is not applicable the other variations may be used.
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2.3 Logo in black
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2.4 Logo Don´ts
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2.5 Minimum Size
A. MINIMUM SIZE When the logo needs to be applied in a smaller size than xxmm height the B version will be used instead and when needed to apply in smaller than xxmm thick the C
15 mm
version will be used.
30 mm
B
C
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2.6 Logo Clearspace
WHAT IS CLEARSPACE The area that surrounds the logo is as important as the logo itself. The
A
minimum area of 2 “x”, known as “clear space,” provides breathing room to the logo and eliminates visual clutter (text, graphic elements or other logos) that can compete with logo legibility – thereby diminishing the effectiveness of the logo. A
A
A
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3.1 Color Variations
Color palette choices are used to differentiate items, create depth, add emphasis, and help organize information.
Colours
Dark blue
Dark Gold
Light Gold
CMYK
CMYK
CMYK
90/85/38/30
26/44/100/5
15/27/67/00
Web
Web
Web
#2f3259
#b98a2c
#dab569
RGB
RGB
RGB
48/51/89
186/138/45
219/182/105
Pantone
Pantone
Pantone
286 C
871 C
729 C
Percentage of usage
20% LIGHT GOLD This colour is meant to be used when the dark blue is used as a background either for text or for illustrations, this will help legibility over the dark gold and improve contrast. This colour should not be used for text or ilustrations over white background. 60%
20%
DARK BLUE
DARK GOLD
This colour will be used as the main
This colour is reserved as an
plain colour background and for the
alternative option for text when
best legibility when text is placed
placed over a white background.
over white backgrounds.
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3.2 Colour Psychology
Almost 90% of people’s assessment on products or services is based on colors alone. Due to colors’ strong influence on moods and feelings, their association with products can influence our attitudes and affect purchasing power towards brands.
COLOR THEORY Every time a consumer interacts with a brand, an opportunity exists for the company to influence their audiences’ perceptions. It is up to the marketer to decipher which design and colors will influence the consumer to purchase.
Royal Blue:
By educating oneself on the
The color blue is idealistic, it enhances self-expression and our ability to communicate
psychology behind color theory,
our needs and wants. It inspires higher ideals. Blue is the color of trust and peace. It can
marketers can further tap into
suggest loyalty and integrity as well as conservatism and frigidity.
branding techniques and better connect with their market, leading to a stronger brand-consumer relationship and increased profit.
Ochre Gold: Gold is the color of success, achievement and triumph. Associated with abundance, prosperity, luxury, quality, prestige, sophistication, value and elegance, the color psychology of gold implies affluence, material wealth and extravagance. Optimistic and positive, gold adds richness and warmth to everything with which it is associated - it illuminates and enhances other things around it.
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4.1 Typography
fresh delicate splendid flavourful meticulous selective incessant
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DEFINITION
Typography is the visual component of the written word. A text is a sequence of words. A text stays the same no matter how it’s rendered. Consider the sentence “I like pizza.” I can print that text on a piece of paper, or read it aloud, or save it in a file on my laptop. It’ll be the same text, just rendered diff erent ways—visually, audibly, digitally. But when “I like pizza” is printed, typography gets involved. All visually displayed text involves typography—whether it’s on paper, a computer screen, or a billboard. Don’t infer from the highway-sign example that typography is another word for font. Fonts are part of typography, but typography goes beyond fonts. www.practicaltypography.com /what-is-typography.html
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4.2 Brand Typeface
Typography plays a crucial role in the design of the brand identity. The typography in the logo can be as impactful as a graphic.
Hello I am Museo Slab. A robust slab serif.
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4.3 Type Hierarchy
HEADINGS For legible body text that’s comfortable to read, a general rule is that your leading value should be greater than the font size; from 1.25
In order to guide the reader, headings are usually large, sub-headings are smaller, and body type is smaller still.
Gourmista
to 1.5 times. H1
BODY TEXT
Gourmista
The space between letters in a block of text. In CSS this is defined with the letter-spacing property
H2
Gourmista H3
Gourmista H4
GOURMISTA
BODY A single word at the end of a column is a widow and if it’s at the top of a new column it’s an orphan. They look bad and can be hard to read.
CAPTION
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Museo Slab is the same font used for the Logo. This family has a wide range of variables, which gives us the possibility of using this font as the main font to cover all the necessities of the brand, while mantaining the brand's personality.
4.4 Primary Typeface
Museo Slab
ABOUT THIS FAMILY “When Museo became a success I researched some possibilities of other versions. First I couldn’t find the right solutions to all Museo Slab’s design hurdles, but about one year later —after a
100
radio interview with Aaron and Matt from RBtL —my interest in Museo Slab got fired up again. Don’t know why, but this time I got it all working. Have a closer look at Museo Slab in the carefully designed PDF specimen.” www.exljbris.com
100
ABCDEFGHIJKLN OPQRSTUVWXYZ abcdefghijklno pqrstuvwxyz 1234567890
ABCDEFGHIJKLN OPQRSTUVWXYZ abcdefghijklno pqrstuvwxyz
300
ABCDEFGHIJKLN OPQRSTUVWXYZ abcdefghijklno pqrstuvwxyz
ABCDEFGHIJKLN OPQRSTUVWXYZ abcdefghijklno pqrstuvwxyz
500
ABCDEFGHIJKLN OPQRSTUVWXYZ abcdefghijklno pqrstuvwxyz ABCDEFGHIJKLN OPQRSTUVWXYZ abcdefghijklno pqrstuvwxyz
ABCDEFGHIJKLN OPQRSTUVWXYZ abcdefghijklno pqrstuvwxy
700
ABCDEFGHIJKLN OPQRSTUVWXYZ abcdefghijklno pqrstuvwxyz ABCDEFGHIJKLN OPQRSTUVWXYZ abcdefghijklno pqrstuvwxyz
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4.5 Secondary Typeface
ABOUT THIS FAMILY Business Penmanship is an ode to the business handwriting from the era penmanship was a highly-valued part of business education and practice. Business Penmanship is a single feature-rich font that includes over 1100 characters, covering ligatures, alternates, a large set of beginning and ending extensions, as well as a wide range of Latin-based languages, including Turkish and the languages of Central and Eastern Europe and the Baltic region. To take advantage of all the OpenType features included in the font, please use within programs that support such advanced typography. www.sudtipos.com
By combining the Museo Slab with Business Penmanship the brand earns uniqueness and highlights the handmade value.
Business penmanship
A B C D E F G H I J K L
N O
P Q
S T U V W X Y Z
a b c d e f g h i j k l n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 D J
G
e
M E
d
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The combination of these fonts give the brand an added value. They are translating uniqueness, a classic style while being modern and playful.
4.6 Combining Families
3x size
The way both fonts relate to one to the other is not random. For this brand Business Penmanship should always apply bigger than Museo Slab, at least 3 times larger. Business Penmanship has a delicate stroke that needs to be carefully treated in
x size
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Here are some examples of bad use of the font combinations. These should be strictly avoid.
4.7 Don´ts
E A R E TEOV G EE NT H E R W E A R E E V E N
TOGETHERspendid WE ARE EVEN m e TOGETHER m e
TOGETHER WE ARE EVEN
TOGETHER m e
endid
m e spendid
m e spendid
ETHER WE ARE EVEN
E A R ETspendid E OVGEENT H E R W E A R E E V E N m e
pendid
d
endi
m e spendid
m e s TOGETHERspendid WE m e ARE TOGETHER EVEN
d i d n spe
m e m e TOGETHERs TOGETHERspendid WE ARE EVEN
E A R E TEOV G EE NT H E R W E A R E E V E N
id d n e p
e m dEO VGEENT H E R W E n dE V E N i i d d E A R E T A R E n pe spe e m e s
E T H E R TWOE GAERT E HE E VR E NW
m
TOGETHERspendid WE ARE EVEN TOGETHER m e m e
d
di n e p es
m
TOGETHERspendid WE ARE EVEN m e
E ARE EVEN
E A R ET E OV G EE N THER WE ARE EVEN endid m e spendid
ETHER WE ARE EVEN m e spendid
m e spendid
TOGETHER WE ARE EVEN
m e s TOGETHERspendid WE m e ARE TOGETHER EVEN
more spendid
more s
T O G E T H E R W E A R E TE O VG EN ETHER
more spendid
TOGETHER WE ARE EVEN
more s
TOGETHER
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5.1 Brand Illustrations
The illustrated cooking style elements give the brand a unique style. The illustrations should not be used in very small sizes because they have a lot of detail.
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7.1 Business Card
Below we present a template with guidelines on how to develop future business cards.
B
B
A
A
Museo Slab 500 8pt C
C
Museo Slab 100 italic - 7pt Museo Slab 100 7pt
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6.1 Use of images
We propose a set of photos to use in the future. The primary aim should be to focus on the detail.