The Old Venice Restaurant Guide to Branding Standards by Max Hammons

THE OLD VENICE RESTAURANT Guide to Branding Standards

THE OLD VENICE RESTAURANT

Brand Spirit 1 Modern Italy at itâ&#x20AC;&#x2122;s finest.

Typography 23 Rules and guidelines to enable the Old Venice brand to portray itself accurately.

Color 27 Colors that embody the spirit and passion of the Old Venice Restaurant Brand.

Image Use 31 Images to use as guides for designers to help visualize the Old Venice Restaurantâ&#x20AC;&#x2122;s soul.

Brand Applications 45 Examples of brand applications to use as a launch point into new and unplanned applications.

Brand Spirit

The Old Venice Restaurant is the epitome of class and elegance. Many others claim this, but few can back it up. Sophistication is in everything we do. We canâ&#x20AC;&#x2122;t fake it because itâ&#x20AC;&#x2122;s who we are. We are not just a copy of the past. We continue classical ideas from the past and place them into modernity. These traditional ideals of family and class are often left out of our daily lives and we are left with fake grapes, red checkered tablecloths, and bad Parmigiano-Reggiano. This is not who we are. We use the past as our inspiration to create a better present. We are modern Italy.

Brand Spirit

We are the Old Venice Restaurant.

Brand Spirit

Logotype

LOGOTYPE

Logotype

Logotype 9

enjoy together.

The Old Venice Restaurant Logotype The purpose of the identity of the Old Venice Restaurant is to embody the spirit of modern Italy while also drawing inspiration and inf luence from the classical Italian ideals of family and sophistication. It does this through a classical and restrained color palette which can be laid over monochromatic images. In addition to the Logotype, another element is added to the identity. This element is the translation of the tagline: enjoy together. This element is placed in counter-balancing points within the composition. The purpose of this is to offset the Logotype and engage white space in the composition. While this element is not required in all compositions, in public and “first viewing” of the Logotype and brand it is strongly recommended.

Logotype

Another function of The Old Venice Restaurant’s identity is the necessity to adapt to a variety of events that the restaurant hosts. These events bring many people, personalities, and (importantly for the Old Venice Restaurant’s identity) many different color schemes in the shape of various party ephemera. Rather than discourteously suggest that guests do not personalize their own event to their personal tastes, the Old Venice Restaurant brand cooperates with this influx of unexpected and uncoordinated color by remaining relatively monochromatic. In this way, the Old Venice Restaurant brand does not conf lict or upstage any ephemera brought by the guests to the event.

Logotype Color The full-color version of the Logotype is the primary use of the identity system. It is required that this version be used in branded all applications. CMYK, RGB, and PMS reproduction files are available for all application requirements. When reproduction constraints prevent the use of the primary full-color version of the Logotype, use one of the alternative one-color versions.

Logotype

enjoy together.

Logotype

enjoy together.

Enjoy Together

Logotype

Family is the most important thing to us. From uncle Marco to cousin Massima, we love them all. That’s why our mantra is “enjoy together.” Because we value our family above everything else. We know you feel the same way about your family. So in whatever it is that you’re doing, we invite you to enjoy it together.

enjoy together.

Abbreviated Logotype Applications of the Logotype without the Tagline, although not preferred, are sometimes necessary. This tends to happen within the mobile environment and large signage applications. Use of the Old Venice Restaurant identity in this way requires the use of the secondary logotype named the â&#x20AC;&#x153;Abbreviated Logotype.â&#x20AC;? This version of the Logotype is derived directly from the Logotype with the tagline removed. While not strictly required, using the translation of the tagline with the Abbreviated Logotype can be a way to liven up compositions.

Logotype

This application of the Logotype is not a meant to be a primary application; rather an alternative application only when it is logical to use it. In these cases, refer to these guidelines.

Logotype

Size Requirements and Safe Space To ensure the brand integrity of the Old Venice Restaurant identity, do not reduce the Logotype to a width less than 2.5â&#x20AC;? (including safe space). In addition, do not reduce the width of the abbreviated Logotype to less than 2.5â&#x20AC;? in print and 70 pixels in screen applications. There is no restriction on how large the Logotype or abbreviated Logotype may be reproduced except those of aesthetic and feasibility.

Logotype

Safe space requirements are built into all production files for the Logotype and the abbreviated Logotype. In order to maintain brand integrity do not infringe upon this safe space with any color fields, text, or any other graphic elements.

Logotype

Do not disproportionately scale the Identity.

Unacceptable Uses

Do not change any colors inside the Identity.

Consistent and correct application of the Old Venice Restaurant Logotype and Abbreviated Logotype is essential to maintain brand integrity. These examples illustrate some of the unacceptable uses of the Old Venice Restaurant Identity. Do not place the Identity onto fields of color that the Identity contains.

Do not add any effects to the Identity.

Do not rotate the Identity. The Identity is only shown horizontally.

Logotype

Do not add graphic elements over the Identity.

Do not do not use tints to convert the Identity to single color. Use the correct single color applications.

Sample Text Logotype

Sample Text

Typography

TYPOGRAPHY

Typography

Acceptable Styles The Headline (named digitally “Style: 1”) must be set to Alternate Gothic 4 using only capitals. It is considered 100% size and has an 80% leading measurement. All other styles are sized proportionally in relation to the size of the Headline. The Subhead (named digitally “Style: 2”) is set in Mrs. Eaves Roman. It is 24% of the Headline size and has an 80% leading measurement. This type is to be left aligned. The Alternative Subhead (named digitally “Style: Alt_Subhead”) must be set in Alternate Gothic Number 4 using only capitals. It is 16% of the Headline size and has a 100% leading measurement. The character color of this style must be set to the brand color Rosso. The Body Copy Style (named digitally “Style: 3”) must be set in Mrs. Eaves Roman. It is 10% of the Headline size and has an 110% leading measurement. This type is to be left justified.

Typography

As well as keeping to these guidelines, designers must use this manual as a type style guide; as this book uses type in an approved way.

TYPE STYLING RULES FOR EFFECTIVE BRAND TYPE APPLICATION WHICH INCREASE BRAND EQUITY

Typography

Color

COLOR

Color

Color Use Guidelines The Old Venice Restaurant seeks to be hospitable and welcoming to all of our guests. Maintaining brand integrity even while hosting guest events in which guests bring their own colors is a essential. In order to solve this problem, a relatively monochromatic color scheme has been chosen for the brand so that color clashes and mismatching colors can be avoided as much as possible. Rosso may only be used in representations of the Old Venice Restaurant name and uses of the Alt Headline. It is also important to keep the use of Rosso to a minimum. This color is designed to be an accent color only.

Bianca CMYK: 0,0,0,0 RGB: 0,0,0

Nero CMYK: 0,0,0,95 RGB: 51,49,50

Rosso Color

CMYK: 0,100,100,0 RGB: 237,28,36

COLOR STYLING

THESE ARE THE ONLY ACCEPTABLE COLORS FOR USE IN ALL BRAND APPLICATIONS AND TOUCHPOINTS

Image Use

IMAGE USE

Image Use

Use of Images Within the Brand Images are tremendously important to the Old Venice Restaurant’s brand identity. All images used must embody the spirit and qualities of the Old Venice Restaurant and represent who we are. All Images used must be grayscale and display the brand attributes. For a guide, use the images in this section (and this book as a whole) as a spirit guide for selecting images. Images should be applied as full-bleed full-page or as a majority section of a spread (as shown on this spread and throughout this book). In settings where full-bleed images are infeasible due to reproduction costs or application space, a small white border may be placed around the image. In rare cases, such as screen and mobile applications, images may be placed into frames or boxes. However this is not preferred.

IMAGE USE RULES

Image Use

No text or other graphic elements, with the exceptions of the Old Venice Logotype and tagline (“enjoy together”), may be placed over images. This necessary is to preserve the integrity of the images and brand as a whole.

IMAGE SELECTIONS THAT SERVE TO CREATE STUNNING VISUAL REPRESENTATIONS AND UNIFY THE BRAND

Image Use

IMAGES

Image Use

IMAGES

Image Use

Brand Applications

BRAND APPLICATIONS

Brand Applications

Brand Application Guidelines Brand Applications and touchpoints are where the majority of people will encounter the Old Venice Restaurant Brand. Therefore all applications and touchpoints must reflect the ideals and values of the Brand flawlessly. Use the examples in the following pages as guidelines to properly apply the Old Venice Restaurant images, typography, and Logotype across all forms of media. Correct expression of the Brand will result in a continuous and unified brand platform that conveys a single message to the audience.

BRAND IMPLEMENTATION

Brand Applications

GUIDELINES FOR BRAND EXPRESSION AND PROPER APPLICATION ACROSS ALL MEDIA

Brand Applications