Branding Guide
Contents
Key Elements
2-3
Our Logo
4
Our Colors
5
Logo Usage
6-7
Typeface
8
Imagery
9
Our Identity
10-11
Menus
12-13
Packaging
14-15
Vehicles
16-17
Employee Uniforms
18-19
Key Words
Rosie’s is a lovely little 1950’s diner inspired food truck, serving up burgers and dogs all around the Chicagoland area! We are kitschy, we are retro, and we are proud of it! We believe these words truly express the meaning behind Rosie’s:
All American Classic Fun
Loud Hip Art Deco
Key Elements
Our pattern, colors, type, and 1950’s breathe life into Rosie’s 1950’s diner feel. They are essentially the staple of our brand. All of these elements should be injected into any Rosie’s collateral.
Logo
Here in all it’s glory is the Rosie’s logo. This is how the logo should appear in all print, web, or other collateral material.
Our Colors
Rosie’s maintains a rather simple color pallet, these two colors should appear on all material. When reproducing Rosie’s logo you must use these colors.
Rosie’s Blue Pantone: 7DD1E5 C: 47% M: 0% Y: 9% K: 0% R: 125 G: 209 B: 229
Rosie’s Pink Pantone: F17DB1 C: 0% M: 65% Y: 0% K: 0% R: 241 G: 125 B: 177
Correct Logo Use
This lovely pink and blue number is how Rosie’s logo should appear in almost any circumstance.
If Rosie’s logo has to be printed in black and white for any reason, here is how it should appear.
Incorrect Logo Use
The logo should never be in reverse colors, be surrounded by any drop shadows or other silly effects, have a color fill in the shape containing the logo type, be used any other color besides the designated pantone colors, or be placed on a background that will make it difficult to read!
Typography
Aa Lucida Sans
Regular
Demibold Roman
Italic All print or web material should be set in Lucida Sans. It’s a simple typeface that doesn’t distract from our retro feel. And when used properly, we quite like it. As a general rule of thumb all copy should be set in 12pt with 14pt leading. When used in a larger format the leading should be adjusted accordingly.
Imagery
Here are some images that directly inspire Rosie’s style. We are clean cut, all American, and straight out of 1950! These images really capture the essence of our brand.
Identity
Our identity speaks to Rosie’s brand. Simple and sweet, featuring the logo, our pattern, and of course our pink and blue color scheme. Note: When setting type on the letterhead, please maintain one inch margins on the left and right hand side.
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Phone: 312.750.5692
322 N. Milwaukee Ave Chicago, IL 60642
www.rosieshotdogs.com
322 N. Milwaukee Ave Chicago, IL 60642
Rosie Posie
Phone: 312.750.5692 322 N. Milwaukee Ave Chicago, IL 60642
www.rosieshotdogs.com
Menu Board
The Rosie’s menu board should be framed in Rosie’s Pink, typeset with Rosie’s blue with the logo appearing front and center. It is separated into four simple sections: Burgers & Dogs, Combos, Sides, and Shakes. The type should be well spaced throughout the board giving each of the menu items room to breathe.
Burgers & Dogs
Combos
Hotdog Two Hotdog Special
$2.00 $3.00
Hotdog & Side $3.00 Hotdog, Side & Shake $5.50
Hamburger Cheeseburger
$2.00 $3.00
Burger & Side Burger, Side & Shake
Sides Fries Chips Onion Rings
$3.00 $5.50
Drinks $1.50 $1.00 $2.00
Shakes
$3.00
Soda
$1.50
Bottled Water
$1.50
Chocolate, Vanilla, Strawberry
Coke, Diet Coke, Sprite, Rootbeer
To Go Menu
The to go menu should very similar to the menu board. Also, on the back of the menu should be the signature Rosie’s pattern.
Burgers & Dogs Hotdog Two Hotdog Special
$2.00 $3.00
Hamburger Cheeseburger
$2.00 $3.00
Sides Fries $1.50 Chips $1.00 Onion Rings $2.00
Combos Hotdog & Side Hotdog, Side & Shake
$3.00 $5.50
Burger & Side Burger, Side & Shake
$3.00 $5.50
Drinks Shakes
$3.00
Chocolate, Vanilla, Strawberry
Soda
$1.50
Coke, Diet Coke, Sprite, Rootbeer
Bottled Water
$1.50
Phone: 312.750.5692 322 N. Milwaukee Ave Chicago, IL 60642
www.rosieshotdogs.com
Packaging
To-Go Bag
To-Go Cup
The take out packaging pieces should all feature the Rosie’s color scheme. Everything, aside from the food wrapper, should have the logo. The wrapper instead should simply be the Rosie’s pattern.
Fry Container
Food Wrapper
Vehicles
The Food Truck Our food truck is similar to a classic delivery truck from the 1950’s. We like to keep the graphics simple by just adding our logo to the back and sides of the vehicle.
The Follow Car Our follow car is a classic 1950 era vehicle. Again, very simple white vehicle with the Rosie’s logo adorned on the side.
Employee Uniforms
The men’s employee uniform is a letterman sweater in Rosie’s Blue, with of course a large letter “R” on the left hand side.
The women’s employee uniform is a Rosie’s Pink 1950’s inspired cotton blouse, with a black peter pan collar. It may also be worn with a Rosie’s Pink chiffon scarf.