Brand Identity Standards Manual
Brand Identity Standards Manual
Part I: Overview
at the International Culinary School
For more information on brandmark usage and guidelines, please contact: Melissa Gridley Design melissa@melissagridley.com 813.426.2490
Overview : Contact Information : Page 4
Contact Information
Contents
at the International Culinary School
Part I : Overview Contact Information Contents How to Use This Guide From the Chef’s Table About the Company About the Brand
2 3 3 4 5 6
Part II : New Brand Identity Old and New Brandmarks Brandmark Configurations Sizing and Scaling Clear Space Graphic Elements Typography Primary Color Palette Secondary Color Palette Misuses and Standards Violations
8 9 10 11 12 13 14 15 16
Part III : Brand Identity Applications Stationery System Building Exterior Street and Plaza Signage Parking Signage Building Interior Restaurant Exterior Restaurant Interior Private Label Packaging Uniforms The Menu Tableware
18 20 21 22 23 24 25 26 28 29 30
How to Use This Guide As the Tutored Chef adopts a brand that authentically represents its values, mission and vision, it will be crucial to build awareness of the brand through consistent application across the identity system. This manual is intended to provide standards and guidelines for application of the Tutored Chef brand in internal and external communication by employees, associates, agencies and partners of the organization. It is divided into three parts; an overview of the company’s background and vision, an explanation of the new brand identity, and a detailed guide for application of the brand that includes specifications regarding size, clearance, color and examples of acceptable and unacceptable uses. Disciplined, rigorous adherence to these standards is absolutely essential to ensure every aspect of the brand identity maintains an image that is coherent, familiar, and consistent. Overview : Table of Contents : Page 5
From the Chef’s Table
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Chef Ricardo Castro is the Department Director at the International Culinary School at The Art Institute of Tampa. He manages the Culinary Arts, Culinary Management, Food & Beverage Management, Wine, Spirits & Beverage Management, and Baking & Pastry programs. Originally from San Juan, Puerto Rico, Chef Castro often draws from his Caribbean expertise to help The International Culinary Institute students appreciate worldly flavors. Chef Castro is originally from San Juan, Puerto Rico and graduated from the Culinary Institute of America. He was a respected chef instructor at the International Culinary School prior to assuming the position of department director, teaching A La Carte, Latin Cuisine, Garde Manger, Art Culinaire, and Fundamentals of Classical Cuisine, among others. During the course of the rebranding process, Chef Castro and Chef Rivera – the Tutored Chef’s manager – had some insights to share regarding their vision for the restaurant’s future.
Overview : From the Chef’s Table : Page 6
Perception is important. When people hear the name ‘Tutored Chef’ they think of it as a place that uses its diners as guinea pigs for a student-chef experiment. After they’ve dined there, however, their perception shifts toward associating the restaurant with quality, which is the image we want to convey to the community. The Tutored Chef is not looking for student consumers or faculty; we want to attract new customers, especially educated foodies who will spread the word about us to other customers. Although open to a name change as part of the rebranding process, we do have some equity invested in the Tutored Chef brand in the form of TV, magazine and newspaper ads, as well as posters and menus placed with the concierges of local hotels who recommend the restaurant to guests looking for a unique dining experience. More than anything, it’s important that the Tutored Chef be represented for what we are; a simple, sophisticated, artistic dining experience that emphasizes quality food at value prices.
About the Company
at the International Culinary School
History The Tutored Chef is a student-run/chefmentored restaurant opened in 2007 as part of the curriculum for students at the International Culinary School at the Art Institute of Tampa. As part of the ‘A la Carte Kitchen’ course, students in the Culinary Arts Diploma, Baking &
Pastry Associates, Culinary Arts Associates, and Culinary Management Bachelors programs run the restaurant and prepare the meals under the tutelage of a Chef Instructor. According to the 2011 Academic Catalog, the program ‘Introduces students to the A La Carte kitchen, emphasis is on “a la minute” method of food preparation, plus dining room service standards. Industry terminology, correct application of culinary skills, plate presentation, organization and timing in producing items off both a fixed-price menu and a la carte menu are stressed. The principles of dining room service are practiced and emphasized. The philosophy of food are further explored and examined in light of today’s understanding of food, nutrition and presentation.’ The name ‘The Tutored Chef’ was chosen by an Executive Committee in 2007-08 from among student submissions in a school-wide competition. Vision Our vision for the Tutored Chef is to be a highprofile, locally-celebrated brand diners trust to provide a modern, contemporary, high-quality dining experience.
It is our intention to build a loyal customer base through both traditional marketing and a compelling customer word-of-mouth “experiential story” highlighting the Tutored Chef as a hidden jewel of the Tampa destinationdining scene, while at the same time building school prestige through association with 4-star quality in preparation, presentation and service. Mission Our goal is for the Tutored Chef restaurant to be a showcase to demonstrate with extreme pride both our commitment to sophisticated, innovative cuisine at budget friendly prices, and the superior training in preparation, presentation and service demonstrated by our student chefs. Values Fresh, contemporary cuisine is featured at the student-staffed Tutored Chef Restaurant. Each menu item is designed to showcase a subtle harmony of flavors and avant-garde culinary creativity. Modern, yet relaxed and casual, The Tutored Chef offers the best cuisine creations in the Tampa Bay area, from scrumptious appetizers, to decadent desserts, and the best service in town.
Overview : About the Company : Page 7
About the Brand
at the International Culinary School
The Tutored Chef’s current logo, designed and selected by students in 2007.
The Role of Brand Identity The formation of a brand—the promise of a unique experience between an organization and its customers—is only one portion of the branding process. Brand identity, defined as the physical manifestation of a brand’s central concept, is what carries the brand to the consumer in memorable, recognizable and consistent sensory experience. Brand identity unifies all the different elements of the brand into a whole system to fuel recognition and increase the perception that the brand is different—and better—than its competitors. In addition to being memorable, recognizable, and consistent, an organization’s brand identity must also be visionary in its message, meaningful, accessible, and authentic in its representation of the brand’s ideals, durable in its commitment to the equity of the central concept and flexible in its approach to change. A brand identity built around these ideals will always present a familiar, cohesive look, feel, and voice to its target audience, inspiring their trust in the brand and the organization it represents.
Overview : About the Brand : Page 8
Our Brand The Tutored Chef brand represents modern, contemporary cuisine artistically prepared by expert-mentored chefs and offered at budgetfriendly prices. What Our Brand Stands For Some of the attributes that best capture the essence of our brand are: Contemporary Modern, timely, and relevant to current culture and trends. Gourmet Discerning in taste; expertly attuned to finer things. Rare Exceptional, scarce, and not widely known. Classy Elegant, stylish and refined. Inviting Warm and welcoming. Authentic Believable and genuine. Not pretentious. Mentored Guided and advised by a trusted expert. Dynamic Not static, always changing and evolving.
Part II: New Brand Identity
Old and New Brandmarks
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Old Brandmark The original brandmark for the Tutored Chef consisted of a hand-rendered script logotype with a tasseled chef’s toque—a juxtaposition of the mortarboard and toque. The lettering is dark red and can be used without the symbol.
The Process of Change As with any successful branding campaign, the process began with research. into the competition, the restaurant’s history, dining trends, customer perception, and the upscale dining scene overall.
Why the Change? In the initial research phase and during subsequent interviews with the client, it was discovered that the original brandmark did not fully reflect the Tutored Chef’s commitment to the attributes listed on page 6 of this manual. The Tutored Chef is striving to distinguish itself as a unique, sophisticated dining experience, and it was decided that a new, more polished and elegant brandmark, as well as a new focus on developing a consistent image, was necessary to achieve the Tutored Chef’s long-term goals.
A visual audit of a selection of the Tutored Chef’s competitors offered a glance at some of the improvements that could be made in not only the organization’s delivery of the dining experience, but in commitment to a pervasive implementation of the brand identity as well. The audit underscored the necessity of a coherent, consistent brand identity, and highlighted opportunities for new branding applications that will help propel the Tutored Chef toward a respected position within the upscale dining community.
The research also revealed that the Tutored Chef’s most unique feature is in the expertly mentored student-chef aspect, and in its affiliation with the International Culinary School. As it was noted in the research that one of the organization’s goals is for the Tutored Chef to bring a new sense of prestige to the school, these distinctive traits were maintained in the new brandmark and given a clean, contemporary look, as well as a new name. The retooled image is intended to inspire confidence that the brand will deliver on its promise of a fine-dining experience at value prices. New Brandmark The new brandmark is comprised of a new symbol, color palette, typographic look and a new name.
The word ‘cappello’ is Italian for ‘cap’ and refers to the kitchen legend that the more experienced a chef, the taller his toque. The pleats represent another tradition; one for each recipe the chef has mastered. The taller toque features four pleats and stands behind the smaller, twopleated toque to indicate the mentorship and oversight of a seasoned expert. The rounded square behind the chef’s toques represents the distinctive bread plates that await each diner at their place setting, and provide a more casual, whimsical background to complement the typography.
The word ‘cappello’ is Italian for ‘cap’ and refers to the kitchen legend that the more experienced a chef, the taller his toque.
New Brand Identity : Old and New Brandmarks : Page 10
Brandmark Configurations There are two configurations of the Cappello signature; vertical or stacked, and horizontal or linear. This section will provide guidance on how and when to use each.
Vertical or Stacked The stacked configuration is the preferred usage, as it allows the symbol to be displayed in larger proportion to the logotype, making the brandmark more distinctive. It may be used with or without the tagline.
at the International Culinary School
Horizontal or Linear The horizontal configuration is intended primarily for internal communications. and in situations where the vertical configuration simply will not fit. Every effort should be made to use the stacked configuration in external, commercial, and marketing applications. Please note that the horizontal configuration must feature the tagline for balance and proportion.
The Symbol There are a few exceptions where it is acceptable to use the Cappello symbol without the logotype or tagline. In certain web applications such as smartphone icons, favicons or buttons, the symbol may be used alone with the requirement that the logotype be displayed in close proximity to the symbol on the same page of the application.
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New Brand Identity : Brandmark Configurations : Page 11
Sizing and Scaling
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Vertical Configuration The preferred application size for the vertical configuration with the tagline is two (2.0") inches from ‘C’ to ‘O’. The vertical configuration may be reduced to as little as one (1.0") inch, but only if the tagline is not displayed.
The maxiumum size for the vertical configuration is eight (8') feet, which will allow for proper clear space on a standard 12' x 24' US billboard. See page 11 of this manual for more information on clear space specifications.
1.0" minimum
12.0' 1x
Horizontal Configuration The preferred size is three (3.0") inches wide, as this size allows for maximum impact of the symbol detail while maintaining a pleasing proportion. The minimum application size for the horizontal configuration is two (2.0”) inches wide, and the maximum is six (6.0") inches, as the horizontal configuration is not recommended for large-scale applications.
2.0" minimum
Symbol Configuration The minimum application size for the symbol alone is one-half (.5") inch with the exception of the 16-pixel by 16-pixel favicon application, which will be used for web and other digital uses ONLY. In this case, a further simplified version of the symbol has been created and must be used. See diagram for example
.5"
10.0' at the International Culinary School
6.0'
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1x
2.0" preferred
1x
3.0" preferred
x
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2.0' at the International Culinary School
at the International Culinary School
New Brand Identity : Size and Scale : Page 12
16 pixels (favicon for web applications) actual size enlarged to show detail
Clear Space
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The Cappello brandmark should always occupy its own space, with enough clearance or ‘clear space’ around it to allow the mark to be clearly represented with visual noise. Clear space is measured using the x-designator, which is equal to the height of the letters in the Cappello logotype.
Where the symbol is used alone, clear space is equal to half (.5) the height of the symbol. This is to ensure the symbol doesn’t get ‘lost’ among other elements on the page because of the absence of the logotype.
In the stacked configuration, the minimum clear space is .5x, and should be measured from the top of the symbol, from the bottom of the tagline or the logotype (if the tagline is not used), from the ‘C’ and from the ‘O’. In the horizontal configuration, the minimum clear space is 1x on all sides.
1x
1x 1x
1x x
1x
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1x
1x
1x x
x
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1x
1x
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New Brand Identity : Clear Space : Page 13
Graphic Elements
at the International Culinary School
In order to maximize visual impact while maintaining a consistent image, Cappello materials may feature any of a set of approved secondary graphic elements as illustrated below. These elements may be used in conjunction with the brandmark and approved typography. The convex square seen in the brandmark may be black or any of the colors in the Cappello color palettes (p.14-15). It may be used either as an outline or solid, and may be scaled independently.
New Brand Identity : Graphic Elements : Page 14
The patterns seen below are the only approved combination of the solid and filled convex squares in different sizes. The only approved coloration of the patterns are PMS 1805 reversed out of PMS Black 5 or the converse as shown. Do not attempt to recolor or re-combine the convex squares in any other pattern, or replace the solid fill with imagery. These patterns may be used to provide visual interest in lieu of a solid fill, such as on the reverse of stationery or on textiles.
When used in conjunction with the brandmark or with text, the opacity may be adjusted to a minimum of 70% to prevent graphic elements from overwhelming the primary message.
100% opacity
70% opacity
Typography
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Primary Font Family The logotype is a customized typeface based on Century Gothic, the primary font family. This font family should be used for headlines, titles, subtitles and subject lines.
Secondary Font Family The secondary font family is Gentium Basic, available free of charge from scripts.sil.org.
For main headings, the bold weight should be used. The regular weight may be used for secondary headings or subtitles.
Gentium Basic should be used for blocks of body copy and as a counterpoint to titles. The secondary font family must NEVER be used as a headline, title or subtitle and must always be used in conjunction with the primary typeface.
Century Gothic (18pt/20pt) Regular
Gentium Basic (18pt/20pt) Regular
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuv w x y z 1234567890,.?;’:”!@#$%&*()
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuv wxyz 1234567890,.?;’:”!@#$%&*()
Italic
Italic
Bold
Bold
Bold Italic
Bold Italic
abcdefghijklmnopqrstuv wx yz abcdefghijk lmnopqrstuvw x y z 1234567890,.?;’:”!@#$%&*() abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuv w xyz 1234567890,.?;’:”! @#$%&*() abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvw xyz 1234567890,.?;’:”!@#$%&*( )
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890,.?;’:”!@#$%&*() abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890,.?;’:”!@#$%&*() abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890,.?;’:”!@#$%&*() New Brand Identity : Typography : Page 15
Primary Color Palette
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Cappello’s Primary Colors The primary color palette for the Cappello brandmark is made up of a deep burgundy and dark brown. Both colors were chosen for their sophistication, contrast and their association to the decadent ingredients found in the menu. Deep burgundy represents ripe berries and fine red wine, while dark brown resembles espresso or bittersweet chocolate. The brandmark may be reproduced in black on white, or in white on black. Note that because the readability of the tagline is adversely
Black and white
affected in the reversed format, it must be dropped from the vertical configuration, and use of the horizontal configuration is not approved at all.
New Brand Identity : Primary Color Palette : Page 16
PMS: Black 5
CMYK: 10, 100, 83, 42
CMYK: 20, 85, 100, 90
RGB: 141, 9, 30
RGB: 49, 0, 0
HEX: 990000
HEX: 310000
Color Control To assure color accuracy in print production, use the most current version of the PANTONE® Plus Color Bridge/Uncoated color guide. For process colors, use the most current version of the PANTONE® Plus CMYK Uncoated color guide.
In addition to the brandmark, PMS 1805 may be used for:
In addition to the brandmark, PMS Black 5 may be used for:
• Stationery (p. 18) • Signage, exterior (p. 20) and interior (p.23) • Upholstery (p. 25) • Servers’ ties (p. 28) • Menus, both physical and interactive (p. 29)
• Furniture finish (p. 25) • Servers’ aprons (p. 28) • Gift bag trim (p.26) • Menus, both physical and interactive (p. 29) ...and any other application where black is used.
Black and white, reversed
One color (PMS 1805)
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at the International Culinary School
PMS: 1805
Two colors (PMS 1805/PMS Black 5)
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Horizontal configuration not approved in this format. See above for details.
at the International Culinary School
at the International Culinary School
Secondary Color Palette
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Secondary or Accent Colors The secondary color palette for the Cappello brandmark carries the food association a step further with caramel (PMS 131) and vanilla (PMS 7499) hues, while providing a range of shades to accentuate the primary color palette. The values assigned to these hues span the spectrum, so a designer should never have to go outside the palettes because of a contrast issue.
Each color should be used at 100% opacity and value. If a lighter shade is necessary, another color in the palette should be used rather than adjusting the tint or opacity of an existing hue. Where to Use These Colors The secondary palette may be used wherever it’s necessary to provide some visual relief from the high-contrast hues of the primary palette.
PMS: 131
PMS: 7499
CMYK: 10, 42, 95, 23
CMYK: 1, 0, 11, 0
RGB: 157, 116, 65
RGB: 255, 253, 228
HEX: 9D7441
HEX: FFFDE4
Suggested for:
Suggested for:
• Welcome mat (p.24) • Dining room carpet (p. 25) • Drapes
• Stationery (p. 18) • Tablecloths (p.25) • To-go containers (p.27) • Server uniforms (p.28) • Menu background (p.29) • ...and wherever else white is currently used in the color scheme.
Tablecloths and to-go containers may be PMS 7499 to provide a contrast to carpet in PMS 131 and accent walls painted PMS 1805. PMS Black 5, the dark brown, is dark enough to replace black in the current color palette in such applications as chairs, aprons and menu holders, among other things. Please see Part III: Brand Identity Applications for more details.
New Brand Identity : Secondary Color Palette : Page 17
Misuses and Standards Violations
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It is critical to always display the Cappello brandmark correctly in order to build and maintain a recognizable, distinctive and consistent image in the crowded upscale-dining market. The following are some examples of ways in which the brandmark should NEVER be used. If you have any uncertainty regarding a usage violation not listed here, please contact the designer at melissa@melissagridley.com. 1. Never use the primary typeface for the tagline. It must always be displayed in Gentium Basic italic.
1.
2. When displayed in color, do not change the color of the symbol or logotype. The symbol must always show the caps reversed out of a PMS 1807U background. 3. Do not reduce the opacity of the brandmark, as this will render it an unappetizing shade of brown when displayed on a white background. This includes using the brandmark as a watermark. 4. Do not rearrange the elements of the brandmark except as noted in the configurations section (p.9). 5. Do not resize or scale the elements of the
3.
5.
brandmark separately, as this will distort the proportions and disrupt the visual harmony of the image. 6. Do not display the brandmark at an angle, on its side or upside down. 7. Do not stretch or compress the brandmark. 8. Do not use the brandmark as part of a sentence; it must stand alone, surrounded by the required clear space. 9. Do not superimpose the brandmark over an image or print on top of it. The brandmark must never appear subordinate to other visual elements in an application.
7.
10. Do not attach other elements or taglines to the brandmark. 11. Do not attempt to create a ‘custom’ brandmark. The Cappello brandmark has been carefully designed to represent the brand’s image, and there should be sufficient versions in both color and black and white to satisfy any application need. 12. Never use the logotype or tagline alone. When the logotype is used, it must always be displayed with the symbol in an approved configuration.
11.
9.
Grand Reopening!!!
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at the International Culinary School
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at the International Culinary School
at the International Culinary School
New Brand Identity : Misuses and Standards Violations : Page 18
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at the International Culinary School
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Part III: Brand Identity Applications
Stationery System
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The stationery system for Cappello carries forward the primary palette of cabernet and espresso on a cream background. The reverse side of the business card, letterhead and envelope interior all feature Cappello’s signature pattern in two variations.
.75"
.75"
.75"
.75" 42pt/46pt Century Gothic Bold Black
1.5"
Letterhead The Cappello brandmark is set at two (2.0") inches wide and is flush with the top right margin, three-quarters (.75") of an inch from the right edge of the sheet. The return address text is set in 8pt/10pt Century Gothic Regular, PMS Black 5 with bullets created from the Cappello convex square in PMS 1805, one-sixteenth (.0625") of an inch high, raised 1pt from the baseline. The line of text is indented three-quarters (.75") from the left and right edges, and one (1.0") from the bottom edge. Fax Cover Sheet The standard fax cover sheet is a black and white document that maintains the same margins and brandmark size as the letterhead. The title is 42pt/46pt Century Gothic Bold and the address text is 16pt/24pt Century Gothic Bold to ensure maximum clarity. The return address line at the bottom is set in 10pt/12pt Century Gothic Regular.
Brand Identity Applications : Stationery System : Page 20
16pt/24pt Century Gothic Bold Black
1.0�
12pt/16pt Gentium Basic Regular PMS Black 5
8pt/10pt Century Gothic Regular PMS Black 5
1.0"
.75"
8pt/10pt Century Gothic Regular Black
1.5"
Stationery System
at the International Culinary School
.25"
.25"
.25" 8pt/15pt Century Gothic Regular PMS Black 5 1.0"
14pt/16pt Century Gothic Bold White/reversed out of PMS 1805 .25"
.25"
.25" 8pt/15pt Century Gothic Regular PMS Black 5 1.0"
Business Card The business card is three and a half (3.5") inches wide by two (2.0") inches tall. The twocolor brandmark is set one (1.0") inch wide, onequarter (.25") inch from the top and left edges. The address text is set in 8pt Century Gothic Regular, PMS Black 5 on 15pt leading, which keeps the bottom edge of the text flush with the bottom of the brandmark. The name is set in 14pt Century Gothic Bold, vertically centered and reversed out of a PMS 1805 block that bleeds off the bottom and sides. The reverse of the card is one of the two approved Cappello patterns (see ‘Graphic Elements,’ p.12). #10 Envelope The business envelope is standard USPS size and features the brandmark and address at the same size, color and placement as on the business card. The interior of the envelope is one of the two approved Cappello patterns.
Brand Identity Applications : Stationery System : Page 21
Building Exterior
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Exterior Sign The Cappello exterior sign hangs above the main entrance to the Art Institute. The placement of the sign observes all clear space specifications set forth in Part II: New Brand Identity, on page 11 of this manual. In the diagram to the right, the clear space is calculated in relation to the textured area of the building’s face, 2x from the top, and 1x from the bottom. It does not include the tagline. The channel-letter sign is made of acrylic and Jewelite, and LED-illuminated for maximum visibility during the hours of darkness. LED illumination is an energy efficient, low voltage, and low maintenance option that will create savings over a long period of time.
Brand Identity Applications : Building Exterior : Page 22
2x
x 1x
Street and Plaza Signage
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Finding the Park Both entrances from Himes and MLK feature a sign similar to the one displayed on the building’s exterior, only without the light feature. The sign is one and a half (1.5') feet across and centered on either side of the marble pedestal where the contrast makes it easy to read from nearly any angle without straining. Finding the Lot Once inside the business park, guests are assisted in finding the restaurant by a distinctive Cappello brandmark featured in full color. These signs will direct guests to the parking garage near the entrance.
1x
2x 1x
1x
1x
1x
x 1x
x 2x
Brand Identity Applications : Street and Plaza Signage : Page 23
Parking Signage
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Finding the Garage Guests may choose to avail themselves of any of the visitor spaces in front of the entrance, but there will be reserved parking specifically for restaurant patrons on the first floor of the parking garage. Both the east and west entrances will feature a large, simple sign directing Cappello patrons to their reserved parking spots. Finding a Spot These spaces will be marked with a large, cream-colored metal sign similar to the one on the parking garage’s exterior. These colors ensure maximum contrast for visibility, while the metal contstruction ensures durability.
1x 1x
1.5x
x 1.5x
1x
1x
1x
x
1x
Brand Identity Applications : Parking Signs : Page 24
Building Interior
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1x 1x
1x
1x
x 1x
1x
1x
x 1x
.25"
Security Procedures Guests may register at security at the time of their arrival and will be directed to either the waiting area, the elevators, or up the stairs, where they’ll follow the signs to the restaurant. Guests who opt to make a reservation and provide their contact details in advance will be emailed a guest pass that they may print and bring with them. Any guest who has preregistered and presents a pass will not be required to sign in at security once the guard has verified their pass. The pass will contain the guest’s name, contact information, date and time of their reservation, number of guests in their party, and will feature a map on the reverse to assist them in finding the restaurant.
.5"
.25"
.5"
14pt/30pt Century Gothic Regular PMS Black 5
When Guests Arrive While security and identification requirements are necessary in order to protect faculty, students and guests on campus, these procedures can be confusing to a first-time visitor. Cappello aims to make every effort to ensure a smooth, rapid reception so diners may be seated as quickly as possible.
48pt/54pt Century Gothic Bold PMS Black 5
All non-registered guests and walk-in traffic will be required to sign in at security and wear the prerequisite visitor’s badge.
8pt/12pt Century Gothic Regular PMS Black 5 Brand Identity Applications : Building Interior : Page 25
Restaurant Exterior
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The Entrance to Cappello While security and identification requirements are necessary in order to protect faculty, students and guests on campus, these procedures can be confusing to a first-time visitor. Cappello aims to make every effort to ensure a smooth, rapid reception so diners may be seated as quickly as possible. A Warm Welcome From the moment guests step into Cappello’s dining room, there should be no doubt in their mind that they’re in for a truly unique dining experience. The Cappello brandmark is ubiquitous in the dining room, from the welcome mat inside the door, to the reception desk and server’s uniforms. Guests with a reservation pass will be seated as soon as reception has collected and verified their pass and confirmed that the entire party is present. Walk-ins are always welcome, and will be seated on a first come, first served basis.
2x
1x
1x 2x
1x
x 1x
2x
x
1x
x 1x
Brand Identity Applications : Restaurant Exterior : Page 26
Restaurant Interior
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The Dining Room The large frosted glass window features a reverse etching of the Cappello signature, providing light from the atrium while ensuring guests’ privacy and a sense of warm intimacy. The signature etching is scaled to fit 1x from each side of the window and 3x from the top. The warmed-up color palette adds to the ambience; caramel carpet, espresso furniture, cream tablecloths and cabernet walls contribute to the warmth and comfort of the room’s decor.
3x
1x
1x
x
Brand Identity Applications : Restaurant Interior : Page 27
Private Label Packaging
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To-Go Cups and Containers As a measure of Cappello’s commitment to protecting our environment, to go containers will be made of sustainable paper and recycled plastic rather than Styrofoam, and will be completely recyclable. Guests’ to-go boxes will be presented to them in a paper gift bag emblazoned with the Cappello brandmark.
2.0" 5.5"
1.5"
2.0"
1.5"
1.5" 3.5"
3.0"
Brand Identity Applications : Private Label Packaging : Page 28
Private Label Packaging
at the International Culinary School
.5"
1.0"
Cappello’s takeout containers can be ordered without special printing as the brandmark is featured on a special sticker designed just for takeout orders. This method not only eliminates the use of toxic inks but will also lower costs and allow more flexibility.
.5" .25"
10pt/14pt Century Gothic Regular PMS Black 5 2.0"
The sticker measures two (2.0") across and is printed in PMS 1805, PMS Black 5 and PMS 7499. It features space for the name of the dish and the date to ensure freshness. The sticker not only identifies the contents, but also seals the container to prevent spills. The takeout containers shown here are Bio PaksÂŽ, a plant based, biodegradable and compostable alternative to traditional plastic or Styrofoam. Because no special printing is required, any size or combination may be used.
Brand Identity Applications : Private Label Packaging : Page 29
Uniforms
at the International Culinary School
Servers The server’s uniform consists of a white, buttondown oxford shirt, black slacks, a long apron in PMS Black 5 and a necktie in PMS 1805. The button-down shirt will feature a two (2.0") inch, full-color brandmark, centered between the left shoulder seam and button placket with one (1.0") inch between the bottom of the mark and the top of the pocket. In the example shown, this places the mark approximately four (4.0") inches below the wearer’s top shoulder seam, but this measurement is only a guide, and may change depending on the size of the shirt. Chefs Chef’s jackets will also feature the Cappello brandmark, two (2.0") inches wide in full color. The edge of the ‘C’ will be flush with a line drawn between the center of the first and second buttons on the wearer’s left side. The center of the mark will be centered vertically on that line. 4.0" 2.0"
2.0"
centered
centered
1.0"
Brand Identity Applications : Uniforms : Page 30
vertical center
The Menu
at the International Culinary School
The menu will remain at the current size, 11" x 17", as will the black leather menu holder. It should be printed on off-white cover stock both for aesthetics and to prevent its slipping from the holder. When saved as a PDF, it can be attached to an e-mail for mass mailing.
1.0" 1.0" 2.0"
30pt/36pt Century Gothic Bold All caps PMS 1805
The menu features the Cappello brandmark in the upper left hand corner above the story
1.25"
2.5"
10pt/14pt Gentium Basic Regular PMS Black 5
5.5"
of how Cappello came to its name. Under that is the gratuity statement and ICS brandmark. Any other marks or information added must be placed in this column. The right side is for the menu offerings and descriptions only. The reverse of the holder features a five and a half (5.5�) inch embossed brandmark centered horizontally two (2.0�) inches from the top edge.
2.5"
2.0"
18pt/22pt Century Gothic Bold PMS 1805
10pt/12pt Gentium Basic Italic PMS 1805
12pt/14pt Century Gothic Bold PMS Black 5
Brand Identity Applications : The Menu : Page 31
Tableware
at the International Culinary School
Guest Check Folder At the end of their meal, guests will receive their final bill in an espresso leather folder with a three (3.0") inch Cappello brandmark in PMS 1805 embossed one (1.0") inch from the top, left and right edges.
Bread Plates While it’s not always practical to stock large quantities of custom dishware, the Cappello breadplate’s distinctive presence as an element of the brandmark makes it ideal for the addition of a two (2.0") inch full-color brandmark.
Reserved Cards These business-card size placards feature a three-quarter (0.75") inch full-color Cappello brandmark in the lower right corner, with “RESERVED” in 42pt/44pt Century Gothic Bold all caps, PMS 1805, centered.
Water Goblet For serving water or iced tea. Features a one and a half (1.5") inch etching of the Cappello brandmark three-quarters (0.75") of an inch from the bottom edge of the lip. 1.5"
2 . 0"
1.0 "
1.0 "
1.0" 3.0" 1.0"
1.0"
1.0 "
.75"
.25" .5" 42pt/44pt centered Century Gothic Bold, PMS 1805
.25"
Application Guide : Tableware : Page 32
1.0 "
.75"