R A M E N
S H O P
S TANDARDS MANUAL
TABLE OF CONTENTS INTRODUCTION
APPLICATIONS
FAMILY OF MARKS Primary Mark 8 Secondary Mark 12 Wordmark 15 Inappropriate Uses 18
Apparel 42 Website 43 Menu 45 Take Out Packaging 46
IDENTIT Y SYSTEM Graphic Elements Primary Color Palette Secondary Color Palette Sans Serif Typeface Serif Typeface
22 28 29 30 31
BUSINESS SYSTEM Overview 34
3
INTRODUCTION Karai is a ramen shop that provides only the best customer service. We pride ourselves in giving the customers a unique experience with fast, friendly service and providing customers a wide array of foods to choose from. The restaurant's name, Karai, is the Japanese word meaning "spicy". Which we turn the meaning of spicy into exciting. We want our customers to be excited to eat our food and to be eager to want to come back every time. Using geometric shapes and inspiration from oriental patterns seen on kimonos and origami paper, our brands goal is modern yet oriental. This goes along with the business where it is not just a traditional ramen shop to sit down and eat, but a combination of fast food and classy restaurant. The purpose of this manual is to guide users and maintain the consistency of the branding throughout any applications produced for the restaurant. 5
FAMILY OF MARKS
7
PRIMARY MARK The primary mark contains a circular icon meant to represent oriental Japanese patterns. Below is the name of the restaurant, "karai", combined with the tag line, "ramen shop", beneath it. This mark is not to be altered in any way and is preferred to be used whenever possible when representing the company. The strokes are in black while the fill of the circles are in Rising Sun. The name of the restaurant is in Rising Sun and the tagline is in black.
R A M E N
8
S H O P
arai
R A M E N
S H O P
One – Color
R A M E N
S H O P
R A M E N
S H O P
When one–color printing is the only option, the primary mark may be printed in black or white. Depending on the color of the background, if it is a light background the black version should be used, if it is a dark background the white version should be used. No other colors besides black and white should be used when one– color printing is allowed as these colors are the best in showing the details of the mark with high contrast to its background.
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E N
E N
S H O P
S H O P
P O H S P O H S
R A M E N
1.75"S
A M E N
H O P
N E M A R
The minimum size of the primary mark is 1.75" in height to ensure legibility of the R mark. If the mark needs to be any smaller the secondary mark or wordmark may be used in place.
N E M A R
Minimum Size
A M E N P O H S
The primary mark needs safe space in order to prevent any crowding caused by other design elements. This is to ensure the mark may stands on its own. At any R size, the space around the mark should be equal to the width of the “a� pulled from "karai". This is to be proportional to the size of the primary mark when enlarged or reduced in size.
S H O P
Safe Space
R A M E N
R A M E N
10
N E M A R
S H O P
P O H S S H O P
S H O P
N E M A R
R A M E N
S H O P
Minimum Size (contd.)
1.1"
R A M E N
S H O P
The minimum size for the primary mark reversed out should be 1.7" in height. Because it is reversed out, it needs to be slightly larger to read the white on a dark background. If the mark needs to be any smaller the secondary mark or wordmark may be used.
1.7"
arai
The minimum size of the primary mark in one– color printing is 1.1" in height to ensure legibility of the mark. Because it is only in black, it is easier to read in a smaller size compared to the primary mark in full color. If the mark needs to be any smaller the secondary mark or wordmark may be used.
R A M E N
S H O P
11
karai SECONDARY MARK
R A M E N
R A M E N
The secondary mark is a linear version of the primary mark with the icon reduced in size and placed to the left of the restaurant name and tag line. This can be used when the primary mark is too large to be legible and when the linear aspect of this mark works better with the layout design. An example of the secondary mark in use is the website (page 43). As for color, this secondary mark is to be treated similar to the primary mark and shouldn’t be altered in any way.
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karai
S H O P
S H O P
R A M E R NA M S E HN O SP H O P R A M E N S H O P
R A M E N R A M E N
S H O P S H O P
R A M E N
S H O P
R A M E N
S H O P
karai karai karai karai karai R A M E N
Safe Space
S H O P
1"
R A M E N
R A M E N
R A M E N
S H O P
S H O P
S H O P
S H O P R A M E N
R A M E N S H O P R A M E N S H O P
R A M E N
S H O P
R A M E N S H O P R A M E N S H O P
R A M E N
S H O P
S H O P
The secondary mark needs safe space in order to prevent any crowding caused by other design elements and to make sure the mark stands on its own as a mark. At any size, the space around the mark should be equal to the height of the tag line. This is to be proportional to the size of the mark when enlarged or reduced in size.
karai karai karai karai karai karai
R A M E N
S H O P
R A M E N
R A M E N
karai karai karai karai karai
karai karai karai karai karai
Minimum Size
The minimum size of the secondary mark is 0.75" in height to ensure legibility of the mark. The mark may not be scaled any smaller. If a smaller size is needed the wordmark may be used.
S H O P
R A M E N
S H O P
13 R A M E N
S H O P
karai
R A M E N R SA HM O E P N
karai
Minimum Size (contd.) The minimum size of the secondary mark in one–color printing is 0.7" in height to ensure legibility of the mark. Because it is only in black, it is easier to read in a smaller size compared to the secondary mark in full color. If the mark needs to be any smaller the wordmark may be used. The minimum size for the secondary mark reversed out should be 0.87" in height. Because it is reversed out, it needs to be slightly larger to read the white on a dark background. If the mark needs to be any smaller the wordmark may be used.
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R A M E N
S H O P
S H O P
R A M E N
S H O P
0.7" R A M E N
S H O P
0.87" R A M E N
S H O P
WORDMARK
ai
R A A M M EE N N R
S H H O O PP S
ai
R A M E N
S H O P
R A M E N
S H O P
The wordmark includes the name of the restaurant and tag line. This can be used when the primary and secondary mark is too large to be legible and when the linear aspect of this mark works better with the layout design in any application. This wordmark is to be used to avoid crowding when there is limited space in an application such as the front of the business card (page 35). As for color, this wordmark is to be only used with the colors black or white, similar to when only one color printing is allowed. This wordmark is in no way to be altered.
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karai karai karai R A M E N
A M E N
A M E N
S H O P
karai karai karai S H O P
S H O P
S H O P R A M E N
S H O P
S H O P R A M E N
R A M E N
R A M E N
S H O P
S H O P
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R A M E N
S H O P S H O P
R A M E N
R A M E N R A M E N
S H O P
S H O P
S H O P
karai karai karai karai karai
R A M E N
The wordmark needs safe space in order to prevent any crowding caused by other design elements and to make sure the mark stands on its own. At any size, the space around the mark should be equal to the height of the tag line pulled from the wordmark. This is to be proportional to the size of the mark when enlarged or reduced in size.
A M E N
Safe Space
karai karai
Minimum Size 0.54�
karai
karai 0.68�
R A M E N
R A M E N
R A M E N
S H O P
S H O P
S H O P
karai
R A M E N
The minimum size of the wordmark is 0.54" in height to ensure legibility of the mark. The mark may not be scaled any smaller or else the mark will be illegible. The minimum size for the wordmark reversed out should be 0.68" in height. Because it is reversed out, it needs to be slightly larger to read the white on a dark background. This is the smallest logo that should be used.
S H O P
karai 17
INAPPROPRIATE USES Distor t Mark should not be distorted, skewed or stretched. Parts of the mark should not be scaled to a different size.
R A M E N
S H O P
R A M E N
S H O P
R A M E N
S H O P
Alteration There should be no alteration to the elements of the mark. No parts should be rotated or moved from its place. R A M E N
S H O P
Typeface Typeface for the name of the restaurant and tag line should not be altered in any way for the mark.
karai R A M E N
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S H O P
Color
R A M E N
S H O P
R A M E N
S H O P
The color of the mark should not be changed. Only appropriate colors mentioned earlier should be used.
Stroke No stroke should be added to the mark. Strokes should also not be added on any single part of the mark. R A M E N
S H O P
Design The mark should not be altered with added illustration or any design elements.
karai R A M E N
S H O P
R A M E N
S H O P
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IDENTIT Y S YS TEM
21
GR APHIC ELEMENTS Icon The icon taken from the primary mark may be used on its own when the logotype and tag line is not necessary. For example, the icon as a sticker to close the flap of the tab for the to go boxes. It is preferred to print this in full color unless only one– color printing is available, then black may be used. When on a dark background, white should be used. The minimum size for the icon should be 0.48" in height. The minimum size for the icon when one–color printing is available is 0.3". When the icon is reversed out, the minimum height is 0.57". These should not be scaled any smaller or else the icons will become illegible.
karai karai R A M 0.48"
R A M E N
0.3"
S H O P
0.57" S H O P
R A M E N
S H O P
S H O P
R A M E N
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S H O
S H O P
R A M E N R A M E N
E N
R A M E N
S H O
S H O P
R A M E N
R A M E N
R A M E N
S H O P
R A M E N
As for safe space surrounding the icon, the space should be relative to the size of the sun taken from the icon. This is to be proportional to the size of the mark when enlarged or reduced in size. The purpose of this safe space is so that other design elements do not crowd the icon.
R A M
When this icon is used as a sticker, there is no need for the safe space, it can be E Nclose to the S outer H outline O of Pthe printed icon. On other applications the safe space should not be ignored.
R A M E N
S H O P
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Circles These circles are mainly used as a decorative element. The circles may vary in size and should be placed with enough spacing from each other as to not crowd the space. An example of using these circles would be on the website as decorative circles (page 43). The circles can also be used on the business system to distinguish hierarchy and separate information (page 34). These circles are to be used in only the color Rising Sun unless one–color printing is used then the circles are to be printed in black. If the circles are applied onto a dark background then white may be used for the circles.
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Wave Pattern This wave pattern is to be used as a bottom border. This pattern is used for smaller applications such as the cover of the standards manual. The pattern should emerge from the bottom and continue off the edges as to make the print full bleed. When there is a dark background, white should be used and when only one–color printing is available, black should be used.
0.19"
0.16"
0.35"
k ara i k a rai
F ut ur a St d | L i g h t
F utur a Std | Lig ht
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Pe r p e t u a S t d | R e g u l a r
Pe r p e t u a St d | Re gu l ar
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Monike Chan Owner p: 626.757.0032 e: m oni kec han@karai .com w : karai .com 1308 Monterey St. San L ui s Ob i spo, CA 93401
Monike Chan Owner p: 626.757.0032 e: m oni kec han@karai .com w : karai .com 1308 Monterey St. San L ui s Ob i spo, CA 93401
ka rai ka rai
Mo n ike Ch a n O w n er p : 6 2 6 .7 5 7 .0 0 3 2 e: mo n i kec h a n @ k a r a i .co m w : k a r a i .co m 1 3 0 8 M o n terey St. Sa n Lu i s O b i sp o, CA 9 3 4 0 1
Mo n ike Ch a n O w n er
The minimum height of the original pattern is 0.19", one–color pattern is 0.16" and reversed out is 0.35". At any size, the space above the pattern should equal the top half of the height of the red element. This is to be proportional to the size of the pattern when enlarged. The pattern should not be scaled any smaller.
p : 6 2 6 .7 5 7 .0 0 3 2 e: mo n i kec h a n @ k a r a i .co m w : k a r a i .co m 1 3 0 8 M o n terey St. Sa n Lu i s O b i sp o, CA 9 3 4 0 1
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Large Wave The wave pattern stacked on top is to be used similar to the original pattern in terms of placement. This is used for large applications such as the sides of the to go containers to create a dynamic aesthetic. The minimum height is 1.09" and should not be scaled any smaller. If a smaller size is needed the original pattern should be used. At any size, the space above the pattern should be equal to the height of the pattern. This is to be proportional to the size of the pattern when enlarged.
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1.09"
Large Wave (contd.) When only one –color printing is available, black should be used. The minimum height for the one–color pattern is 0.7".
0.7"
1.33"
k a ra i
When printing on a dark background, white should be used. The minimum Fu t u r a S t d | Lig h t height for this pattern is 1.33" and should ABCDEFGHIJKLMNOPQRSTUVWXYZ not be scaled any smaller. If a smaller abcdefghijklmnopqrstuvwxyz size is needed the original pattern should Pe r p e tu a Std | Re gu l a r be used At any size, the space above the ABCDEFGHIJKLMNOPQRSTUVWXYZ one–color and reversed out pattern should abcdefghijklmnopqrstuvwxyz be equal to the height of the pattern. This is to be proportional to the size of the pattern when enlarged. M on ike C h a n Owner
p : 6 2 6 .7 5 7 .0 0 3 2 e : mo n i ke c h an @ k arai .c o m w : k arai .c o m 1 3 0 8 Mo n te rey St. San L u i s O b i sp o, C A 9 3 4 0 1
M on ike C h a n Owner
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PRIMARY COLOR PALET TE Rising Sun Pantone:7621 C:15 M:100 Y:90 K:10 R:190 G:30 B:45
Black Pantone:7506 C:0 M:0 Y:0 K:100 R:0 G:0 B:0 The colors of the primary mark are taken from the primary mark. Rising Sun and black should be used whenever possible as seen throughout this standards manual. Rising sun should be use for headers and section titles while black is used for body text. Rising sun is used to fill in shapes of the mark while black is used for strokes.
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SECONDARY COLOR PALET TE Imperial Purple Pantone: 2593 C:63.46 M:92.59 Y:0 K:0 R:121 G:57 B:150
White C:0 M:0 Y:0 K:0 R:255 G:255 B:255 The secondary color palette is to be used for decorative purposes such as on the to go applications or website ( page 43). Imperial purple may be used for sub headers in text and graphic elements such as the decorative lines in the standards manual. White may only used when printing on dark backgrounds.
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SANS SERIF T YPEFACE Avenir LT Std Avenir LT Std is the primary typeface.
medium
Medium is for headings and subheadings in applications such as this standards manual. It is also used for big statements such as the caption on the main page and menu bar of the website (page 43). Both types of headings should have 75 tracking and also set in all caps.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ0123456789!@#$%^&*()
Heavy is for big titles such as the section titles or title of the cover page. This style should have 100 tracking and in all caps. Bigger headings are in Rising Sun and subheadings are in Imperial Purple. For dark backgrounds (preferably on black), white should be used.
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heavy abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ0123456789!@#$%^&*()
SERIF T YPEFACE Perpetua Std regular
Perpetua Std is the secondary typeface.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ0123456789!@#$%^&*()
Regular is used for body text such as the descriptions in this standards manual and the list of items on the menu (page 44). It is also used in the business system where important information is needed such as the business card and letterhead (page 34).
bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ0123456789!@#$%^&*()
Bold is used to highlight important information on the business system such as the name on the business card (page 35). Black should be the only color used for Perpetua Std unless printing on dark background, then white may be used.
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BUSINESS S YS TEM
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OVERVIEW R A M E N
S H O P
Kathryn E. McCormick Professor of Design Department of Art & Design S H O P California Polytechnic State University San Luis Obispo, CA 93407
R A M E N
November 16, 2016
R A M E N
S H O P
R A M E N
S H O P
Dear Ms. McCormick, For Karai, I want to reach out to more people in the population of San Luis Obispo. Not necessarily aiming to gain new audiences, but to increase the number of people in the audiences that Karai already has. With the new design elements I want to convey that the restaurant is an oriental modern ramen restaurant that is similar to a fast food restaurant but classier where customers can have a casual sit down meal or date night. The logo that I designed is based on the rising sun symbol and the patterns typically seen in Japanese patterns. Typical oriental symbols are geometric and rounded. I chose to stick with the rounded shapes that also coincides with the typeface chosen for the logotype. A deeper observation of the symbol can lead to the audience realizing that the repetitive rounded curves are noodles and the red sun is an egg yolk.
• Monike Chan • Owner
626.757.0032 mchan@karai.com karai.com • 1308 Monterey St. San Luis Obispo, CA 93401 •
34
I plan to incorporate patterns into the take out boxes and packaging based on the symbol. As for the business system, I plan to incorporate a pattern taken from the icon in the primary mark to add as a decorative element and to create unison. Overall I want customers to have a great impression of Karai and a unique experience at this ramen shop. Customers will feel welcomed by the friendly workers and will want to come back every time because of the great customer service and delicious foods offered. Sincerely,
Monike Chan
626.757.0032 • 1308 Monterey St. San Luis Obispo, CA 93401 • karai.com
The business system consists of the business cards, letterhead, and a #10 business envelope. The purpose of the business system is to portray the restaurant in a professional manner. This system follows the guidelines stated in this standards manual and should not be altered in any way. R A M E N
S H O P
1308 Monterey St. San Luis Obispo, CA 93401
35
Business Cards
R A M E N
S H O P
• Monike Chan • Owner
626.757.0032 mchan@karai.com karai.com • 1308 Monterey St. San Luis Obispo, CA 93401 •
36
Business cards should be standard size of 2" by 3.5". The front contains the wordmark reversed out on a black background and the back contains contact information on a white background. The contact information should be centered in Perpetua Std in black. All the text is in 12pt and regular except the owner/ employee's name is in 16pt and bold. The wave pattern is used on the bottom of the business card and red circles are used to put emphasis on the name and address of the restaurant. The contact information is grouped together in between the owner information and business address.
Envelope Envelopes used for the business system are standard size #10 in white. The front contains the wordmark in black placed in the top left corner and the back is blank. The address is in regular Perpetua Std in black and set in 12pt. It is placed below the wordmark with the minimal safe space allowed. The wave pattern is used on the bottom similar to the business card.
R A M E N
S H O P
1308 Monterey St. San Luis Obispo, CA 93401
The back of the envelope should not contain any design elements or information. When closing the envelope for use, the sticker can be used.
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Letterhead
R A M E N
S H O P
Kathryn E. McCormick Professor of Design Department of Art & Design R A M E N S H O P California Polytechnic State University San Luis Obispo, CA 93407
Shown at 75%
November 16, 2016 R A M E N
The letterhead should be printed on 8.5" by 11" white paper. Margins for top is 1", left is 2", bottom is 0.75" and right is 1". The secondary mark should be placed right below the top margin and have "karai" align to the left margin. The text box begins 2.5" from the top. The text is in 11pt regular Bembo Std. Three hard returns are used after the contact info, then the date and lastly for the last paragraph of the letter. Two hard returns are used for the introduction, and after each paragraph. Four are used between the ending and name of signer to ensure there is space for the signature.
S H O P
Dear Ms. McCormick,
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For Karai, I want to reach out to more people in the population of San Luis Obispo. Not necessarily aiming to gain new audiences, but to increase the number of people in the audiences that Karai already has. With the new design elements I want to convey that the restaurant is an oriental modern ramen restaurant that is similar to a fast food restaurant but classier where customers can have a casual sit down meal or date night.
rounded curves are noodles and the red sun is an egg yolk.
I plan to incorporate patterns into the take out boxes and pack symbol. As for the business system, I plan to incorporate a pat the primary mark to add as a decorative element and to create
Overall I want customers to have a great impression of Karai this ramen shop. Customers will feel welcomed by the friendl come back every time because of the great customer service a
Letterhead (contd.) All text boxes should be aligned to the left margin. The business information such as the phone number, adress and website is placed above the bottom margin. It should be preprinted as part of the letterhead and is in regular Perpetua Std at 12pt size. Each text is separated by a red circle taken from the glyphs and given a baseline shift of 1pt with a space on either sides. The bottom of the letterhead is decorated with the wave pattern.
Sincerely,
Monike Chan
626.757.0032 • 1308 Monterey St. San Luis Obispo, CA 9340
Shown at 75%
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APPLIC ATIONS
41
APPAREL
R A M E N
42
S H O P
WEBSITE
43
44
MENU
45
TAKE OUT PACK AGING
46
47