B r a n d i n g
M a n u a l
Ta b l e o f C o n t e n t s
1-4......Brand 5-16.....Logo
17-19......Color
20.....Typography
21-38.....Imagery
39-44....Applications
Brand 1
Personality Paragraph
3
This inner city restaurant posses a trendy and modern personality. Possessing a minimalist tone allows Olive Branch to operate on a fine dining level while still attracting young customers. Olive Branch is great for foodies looking for a fun meal or professionals to have a meeting. As a locally owned restaurant, Olive Branch uses farm to table ingredients to ensure the freshest and healthiest food. The tone of this branding is minimalist and clean, using muted greens and browns. The personality of the inside of this restaurant is calm and peaceful while still being trendy. The interior will utilize plants, wood, and warm lighting. The branding for Olive Branch also uses clean and minimalist elements. The overall look is young but sophisticated with the use if simple sans serif fonts and calming coloring. The vector olive branch of the logo reinforced the name while allowing viewers a visual identifier for consumers. Type used in the branding for Olive Branch consists of a decorative san serif font — Beloved — for titles and headlines. Subheadlines use Acumin Pro Condensed for its versatility. For body copy Avenir Next is used. The color scheme is an olive green, grey, and cool dark brown emphasizing the calm and peaceful tone of the branding.
Logo 5
7
C l e a r
A r e a
The logo must be seperated by other design elements. The distance is derived from the height and width of the O within the logo
L o g o
D o ’ s
The main logo for Olive Branch. The logo uses a created graphic of an olive branch to emphasize the name of the restaurant and create a visual draw.
9
The tagline “Eat Peacefully� may be intriduced to the bottom of the logo. It must be placed at the center of the logo leaving 5 cm between the midpoint/center of the olive branch to the midpoint of the tagline.
The sub-logo for Olive Branch shows a minimal version of the main logo. The sub-logo utilizes the same created olive branch graphic placed to the side of the restaurant name.
11
If a photo is introduced to the logo the logo will be placed in a white box.
L o g o
D o n t ’ s
The logo must not be distorted or scaled unevenly. The above logo shows a version of the logo that has been stretched vertically and shrunk horizontally. This makes the olive branch in the logo look disportionate.
13
The tagline “Eat Peacefully� must never be moved from the bottom of the logo or enlarged.
The sub-logo must never be used as the main logo. Also, the sub-logo will never utilize the tagline.
15
A three choice color scheme will not be utilized in this logo. The two choice color scheme keeps a consistent minimal and clean look. The opacity of the olive branch must also not be heightened.
Color and Typography 17
C o l o r C 49, M 64, Y 68, K 42 R 95, G 69, B 59 #5F453B C 48, M 30, Y 53, K 14 R 127, G 140, B 117 #7F8C75
C 0, M 0, Y 0, K 74 R 101, G 102, B 104 #656668
19
T y p o g r a p h y
Headline Beloved Sans
Sub-Headline Better Together
Body Copy Avenir Next
Lest et, volori qui dis quam hic tore conse velia volorro omnia nonestiumqui ad ut dolorpo repudae nonsendita nonsedi tiaepud andella borestiis debitae num entum aut utemossimus est unture verupture occus eat essimustiis dolupta tempor assectur sam nient. Ota cusamus errum ut ad ut verspis inti dolorum endeles sam ratem
Imagery 21
I m a g e r y
D o ’ s
Restaurant Interior
Photos highlighting the modern and clean look of the restaurant will be utilized. This is done through the use of natural lighting and cool tones. Having people present in the photographs will show the trendy mood of the restaurant but is not necassary in all photos.
23
I m a g e r y
D o ’ s
Restaurant Exterior
Photos showing the exterior of Olive Branch must also have sufficient natural light. They must promote a minimalist look by keeping the setting and action of the photo simple and clean. Photos of the patio must also stay clean and simple.
25
I m a g e r y
The Food
D o ’ s
When photographing the food of Olive Branch, the photos must utilize natural light and more cool tones than warm tones. The food must be featured on either a table or in the kitchen. There will be no use of fake food. Photos of drinks may be used as well.
27
I m a g e r y
Lifestyle
D o ’ s
To show the lifestyle associated with Olive Branch, photos of guests dining in the restaurant will be used. These photos use sufficient natrual light and include the faces of the guests.
29
Im ag e ry
D o nt’s
Restaurant Interior
Do not use photos that take away from the clean aesthetic of the restaurant. This would include images using dark lighting or showing an interior of the restaurant that does not emphasize the mood of the interior, such as just a wall and an unrealted sign like above.
31
Im ag e ry
D o nt’s
Restaurant Exterior
Do not use photos that show the exterior of Olive Branch in an unflattering light or during the night. Also keep the photos of the exterior symmetircal or adhereing to the rule of thirds.
33
Im ag e ry
D o nt’s
The Food
Do not use photos of the food in a unflattering way. This would include showing the food in bulk or in harsh lighting. It also includes showing the food in a studio setting.
35
Im ag e ry
D o nt’s
Lifestyle
When using lifestyle photos the photos must not be faceless, because excluding the face of the guest lessens the emotional connection with the viewer. There must also be no extreme closeups of guests eating or guests using technology.
37
Applications
39
Advertisment Type Color:
C 0, M 0, Y 0, K 100 R 35, G 31, B 32 #231F20 Type: Headline: Better Together, 36 pt Body Copy: Avenir Next, 18 pt
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M e n u
43
M a r k e t i n g M at e r i a l s