TABLE OF CONTENTS 1
M I S S I O N S TAT E M E N T
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L O G O S P E C I F I C AT I O N
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L O G O V A R I AT I O N S
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C O LO R PA L E T T E
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TYPOGRAPHY
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BUSINESS SYSTEM
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G R A P H I C A P P L I C AT I O N S
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MARKETING
MISSION STATEMENT Poko Poko is an instant rice por ridge brand that promotes health and conve nience to those that live on the go. We stress on creating a nourishing breakfast that also brings a nostalgic feeling of traditional home-made por ridge. Our expandable packaging is designed for our customer s to easily fit our products into their bags. Ever y Poko Poko expands into a convenient bowl after the addition of hot water; making it convenient for customer s to eat wherever they are.
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1/7 a
LOGO SPECIFICATIONS Poko Poko’s main logo is a representation of plain rice por ridge in a bowl. The logo has a nostalgic and traditional feel through its caligraphy styled brush stroke. The darker stroke is the shape of the bowl, and the lighter stroke the actual por ridge. However, because Poko Poko’s main goal is to provide a fast and healthy breakfast option through modern technology we emphasized this aspect by selecting a more modern san-serif font to balance a
the traditional illustration. The specific propor tions of the main lo go are made for readability. The minimum size for this logo is 1 inch in height. This is to make sure that the text is still legible at a reading distance. When using this logo in a given hieght space less than 1 inch, please use the other ver sions.
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A C C E P TA B L E U S A G E
ver sion
Use this variation with opacity
Use in business system. Use
when the main logo’s text is
up to 40% for backgrounds or
this variation when the main
too small to read.
water marks.
logo’s text is too small to read.
Use
3
this
alternative
U N A C C E P TA B L E U S A G E
LOGO VARIATIONS The following are examples of acceptable logo variations and non-acceptable variations. Poko Poko’s graphic elements and font choices are crucial to emphasizing its balance between modernism and traditionality. Do not change the font.
Do not stretch the logo.
Do not change the color s of the logo. (unless approved on the color palette)
Do not change any graphic
Do not take out any graphic
Do not use any gradients.
eleme nts.
elements.
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VEGETABLE FLAVOR C:59 M:45 Y:68 K:25 Pantone: 7736 C C:9 M:3 Y:16 K:0
COLOR PALETTE
C:46 M:2 Y:86 K:0
Poko Poko has thre e other flavor variations that are represented by a tricolor scheme and topping illustrations to diferentiate each one. Each flavor’s color scheme is inspired by the main ingredients used in it. For example, the kabocha (pumpkin) flavor uses a variety of orange tones to represent the color scheme of a pumpkin. One univer sal theme that Poko Poko maintains throughout its products is
C:25 M:41 Y:42 K:0 Pantone: 7612 C Opacity: 0-23% C:48 M:58 Y:56 K:23 Pantone: 7616 C
SEAFOOD FLAVOR C:44 M:62 Y:53 K:20 Pantone: 7616 C C:9 M:11 Y:9 K:0
its ear thy color s. The ear thy tones is to help emphasize the traditional and
Pantone: 7604 C
home- like feeling that we want or customer s to feel when enjoying our
C:6 M:45 Y:50 K:0
products.
Pantone: 486 C
PUMPKIN FLAVOR C:27 M:53 Y:100 K:10 Pantone: 146C C:0 M:0 Y:0 K:20
C:9 M:17 Y:35 K:0
Pantone: Gray 3C
Pantone: 155C
Opacity: 10% C:0 M:0 Y:0 K:100 Pantone: Black C
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C:32 M:70 Y:100 K:26 Pantone: 168 C
TYPOGRAPHY Poko Poko’s typography consists of two fo nt types; Oduda and Avant Garde. The logo itself is written in Oduda. Oduda is also typically used in all caps for larger headlines. The only exception would be where the text is cap sensitive. Avant Garde is used as the main/ body text.
ODUDA | BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&* AVA N T GA R D E G OT H I C S T D | B O O K C O N D E N S E D ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*
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BUSINESS SYSTEM This is the standard letter, envelope, and business card. Ever ything within these formats consist the graphic elements, color palette, and typography listed previously. The only exception is the typography on the back of the envelope. In order to make the type more legible for mailing, use the “medium condensed� weight for Avant Garde.
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GRAPHIC APPLICATIONS The follow are examples of how our graphi c elements can be used. Poko Poko has many different T-shir t designs, all consisting of different logo variations to allow customer s with a greater variety of options. We also make it our goal to be more eco-friendly by only using T-shir ts that are 50% cotton and 50% rec ycled plastic fiber s to produce less wa ste.
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MARKETING These are examples of how we adver tise an d what our media visuals look like. We make it our goal to keep things modern and minimal for stronger engagement with our customer s, but still add in touches of a warm and welcoming traditional feel of the por ridge itself.
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M I C H E L L E H O S O G A I | D E S 1 1 6 | G R A P H I C S TA N D A R D