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THE LUNCH ACTUALLY BRANDING GUIDELINES
WELCOME TO THE LUNCH ACTUALLY BRAND
LUNCH Actually is Asia’s first lunch dating specialist who arranges fun and quality dates for busy, pro-active single professionals in a discreet, fun and no pressure environment. Launched in Singapore in April 2004, Kuala Lumpur, Malaysia in September 2005 and Hong Kong in April 2008, we aim to provide a safe, convenient and non-intimidating avenue for busy professionals to meet likeminded people.
These guidelines have been developed so that you can become familiar with and use the identity with consistency, confidence and purpose. The following pages will show you how to use our identity clearly and effectively so that we can deliver on our brand promise, at every opportunity.
CONTENTS 1.0
Our Core Identity
2.0
Supporting Elements
3.0
1.1
The Lunch Actually Brandmark
2.1
Corporate Typefaces: Quicksand & Puritan 2.0
3.1
Stationery
2.2
Graphic Device: Speech Bubbles
Business Cards Letterheads With Compliments Envelope
2.3
Brand Colour Palette
2.4
Supporting Colour Palette
1.2
Brandmark Applications
Minimum Clear Space Black and White Usage Minimum Size Incorrect use of the Brandmark
Applying the Identity
1.0 OUR CORE IDENTITY When applying the Lunch Actually brandmark, be careful to ensure you’re applying it correctly and consistently. This section gives you the guideleines to help you do just that.
1.1 THE LUNCH ACTUALLY BRANDMARK Lunch Actually’s Brandmark consists of 2 speech bubbles in blue and red, representing communication between a man and a woman, which is what going on a date is all about. The word Lunch is typeset in Fangtasia, representing the casual nature of the dates we set up for our clients. The word Actually is typeset in Quicksand, a more rigid typeface, representing the seriousness with which we treat our client’s business. For the brand to communicate clearly and powerfully, it is essential the Lunch Actually Brandmark is reproduced correctly and consistently. The speech bubble must never be recreated and the logotype must never be re-typeset. The proportions as indicated must be maintained
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1.1 THE LUNCH ACTUALLY BRANDMARK For the brand to communicate clearly and powerfully, it is essential the Lunch Actually Brandmark is reproduced correctly and consistently.
13Y 2.7Y
14.7Y 2.7Y
2.7Y
The proportions as indicated must be maintained
10.8Y 7.1Y 12.6Y 2.8Y
ACTUALLY
1Y 2Y
1.2 BRANDMARK APPLICATIONS Minimum Clear Space When using the Brandmark, a clear space area guarding against the encroachment of typography illustrations or any other graphic element must be maintained. The minimum required clear space is defined by the height of the letter ‘u’ from the word ‘Lunch’.
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1.2 BRANDMARK APPLICATIONS Black and White Usage Wherever possible, the full colour version of the Brandmark should be used. However, where the use of the preferred full colour Brandmark is neither possible nor suitable due to specific restrictions on cost or manufacturing methods, the black or white version can be used.
CMYK 0/0/0/70
white
ACTUALLY CMYK 0/0/0/40
1.2 BRANDMARK APPLICATIONS Minimum Size The Lunch Actually logo retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished. The minimum size of the logo for print is 30mm wide. Most reproduction methods have limitations. Ensure the size selected suits the process being used and that the Brandmark is reproduced clearly.
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30mm
1.2 BRANDMARK APPLICATIONS Incorrect use of the Brandmark The following examples illustrate some common mistakes made when using the Lunch Actually Brandmark. Please use master digital artwork from Lunch Actually Brand to avoid mistakes and ensure consistent brand recognition and integrity.
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Do not add elements like drop shadow, embossing etc. to the logo
X
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Do not rotate the logo.
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X
Do not enclose Brandmark in a box and ensure the selected background colour enables clear legibility of the Brandmark
2.0 SUPPORTING ELEMENTS This section focuses on elements that support the core identity. These form the basis of all Lunch Actually communication pieces.
2.1 CORPORATE TYPEFACES: QUICKSAND & PURITAN 2.0 Puritan 2.0 has been selected as the Lunch Actually Corporate Typeface for its quality of warmth and readibility.
Quicksand Book
HEADING
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Puritan 2.0 Bold
Sub heading
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Puritan 2.0 Normal
Body Copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
2.2 GRAPHIC DEVICE: SPEECH BUBBLES The Lunch Actually graphic device is the speech bubbles. It can each be applied in a number of ways to create tone-on-tone effects or to bring additional visual interest when layered against a photographic background. The speech bubble graphic is a template and should not be recreated.
CMYK O/O/O/5 CMYK O/O/O/20 applied at 60% opacity
CMYK O/O/O/5 CMYK O/O/O/10
2.3 BRAND COLOUR PALETTE The colour palette is inspired by the internationally recognised colours representing the male and female gender which are blue and red respectively.
LA Light Blue Pantone 3005 U RGB 0/130/195 CMYK 85/40/0/0 Hex #0082C6
LA Dark Blue Pantone 3025 U RGB 0/85/129 CMYK 90/25/0/50 Hex #005781
LA Red Pantone 199 U RGB 239/64/91 CMYK 0/90/55/0 Hex #EF405B
2.4 SUPPORTING COLOUR PALETTE The supporting colour palette allows flexibility in brand communications and accentuates the essence of the Lunch Actually brand. text colour
accent colour
LA Grey Pantone 424 U RGB126/128/131 CMYK 0/0/0/61 Hex #7E8083
LA Yellow Pantone 1235 U RGB 253/187/48 CMYK 0/29/91/0 Hex #FDBB30
3.0 APPLYING THE IDENTITY The way Lunch Actually corresponds with customers has significant influnce on the way we are perceived to do business. This section contains the specifications for stationery items.
3.1 STATIONERY
Lunch Actually Brandmark 43 w x 27 h
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Letterhead
2 1 77
+65 6532 0010 9 Penang Road, Park Mall, #08-09, Singapore 238459 www.lunchactually.com
Finished size 210 mm x 297 mm Stock Impact, 90 gsm All body text to be set in Puritan 2.0 at 10pt.
 The grey overlay of the speech bubble
graphic element should be applied as per Section 2.2 and be as wide as the paper.
1.
Contact information set in Normal at 8.5pt in LA Grey
2.
Registration number set in Normal at 8 pt in La Grey
All measurements are in millimetres.
2
CRN: 199302687M
22
3.1 STATIONERY
Lunch Actually Brandmark 76 w x 48 h
Business Card Finished size 76 mm x 50 mm
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Stock Impact, 300 gsm
CMYK 0/0/0/10 9
Name Fangtasia / 62 pt LA Dark Blue Job Title Quicksand / 13 pt LA Red Contact Information Puritan 2.0 / 8.5 pt LA Grey All measurements are in millimetres.
m i L a d n a m A
CMYK 0/0/0/10
7
+65 6532 0010 9 Penang Road, Park Mall, #08-09, Singapore 238459 www.lunchactually.com
White 4 7
3.1 STATIONERY Envelope Finished size 220 mm x 110 mm
10
Lunch Actually Brandmark 43 w x 27 h
CMYK o/o/o/30
8
Stock Impact, 90 gsm ACTUA L LY
All text to be set in Puritan 2.0 at 12 pt in Black Corner Radius of rounded rectangle set at 5 mm
Jane Doe 49 Kampong Bahru Road Singapore 123456
33
All measurements are in millimetres.
22.5 103
32.5
3.1 STATIONERY With Compliments
Lunch Actually Brandmark 43 w x 27 h 10
Finished size 210 mm x 90 mm
8
Stock Impact, 90 gsm All body text to be set in Puritan 2.0 at 18 pt
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With Compliments set in Quicksand at 24 pt with 200 tracking.
»» The white overlay of the speech bubble »»
32.5
Sample Text
graphic element should be applied as per Section 2.2 and be as wide as the paper No other logos or icons may be shown
All measurements are in millimetres.
23 8 10
116.5
LA Dark Blue
3.1 STATIONERY CMYK o/o/o/30 Envelope (Back) Finished size 220 mm x 110 mm Stock Impact, 90 gsm All text to be set in Puritan 2.0. Undelivered address 8 pt in LA Grey Registration Number set in Normal in LA Grey All measurements are in millimetres.
+65 6532 0010 | 9 Penang Road, Park Mall, #08-09, Singapore 238459 www.lunchactually.com
CRN: 199302687M
8 68.5
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Use of the Lunch Actually brand name and Brandmark is governed by Lunch Actually’s Trademark license agreement, and it is the responsibility of Lunch Actually’s employees and third-party licensees to comply with these guidelines at all times.
The Brandmark of Lunch Actually should be reproduced in its original colour form whenever possible. Any questions about the usage of or exeptions to these guidelines should be directed to the Corporate Marketing Department via email: corporatemarketing@lunchactually.com
Designed by Loh Wen Ting Michelle Ann F10DM0007 / 2G