A visual identity guideline
TABLE OF CONTENTS
Introduction
01
Identity Logo & variations
03
Color Palette
04
Typography
05
Graphic Element
06
Application Color System
07
Type System
08
Materials
09
Collateral Materials Offline
10
Online
11
Brand Manual 1
INTRODUCTION Purpose Statement Thai monk’s diet-related health issues are continuously declining in the last decade. Since Buddhism precepts do not allow monks to choose or prepare their meal, devotees have a great impact for this problem. Monks rely heavily on the food received from devotees during “Tak Bat” ritual. Nowadays, the majority of the food monk received are usually unhealthy pre-packaged meals from local street vendors or convenience stores. However, numbers of surveys have shown that the majority of younger Thais, who live in Bangkok is aware of this problem, but the number of monks diagnosed with diet-related chronic-diseases never seem to decrease. One main reason is that the fast-paced lifestyle that people are living, prevents them from making a decision to purchase a healthy meal to offer to monks in a rush morning. If most people are already aware of the problem, but still find difficulties in solving it. The point that we should focus on is how to create an effective solution. The research has shown that “convenience” is the key to this issue. So, by making healthy food for monks more accessible, the problem could be solved. The primary purpose of Taan-D t is to find a way to reduce health problems in Thai monks through a tool that will allow Thai Buddhists to conveniently purchase healthier alms for monks. As well as, spreading information about appropriate nutrition for monks and food-related Buddhist precepts.
Brand Manual 2
What is Taan-D Taan-D (ทานดี) comes from combining two Thai words, ‘ทาน’ (Taan) and ‘ดี’ (Dee). The words Taan-Dee translated into English as eating well and giving wellness. TAAN-D is an application that promotes healthy alms offering in Thailand. Due to the modern day lifestyle, Thai Buddhists are less concern about nutrition in the alms, which resulted in a higher rate of monks diagnosed with diet-related chronic diseases. TAAN-D is created with a mission to lower the impact of this issue by providing a delivery service from the selected healthy-proved restaurants.
Brand Manual 3
IDENTITY LOGO & VARIATIONS COLOR PALETTE TYPOGRAPHY GRAPHIC ELEMENTS
Brand Manual 4
LOGO
Brand Manual 5
THE LOGO SYMBOL A combination of three main elements. First, Surya Mudra, or the mudra of fire element. Combining with an action of offering objects into the bowl. The three objects represents Buddhism principals, Buddha, Dharma, and Sangha. The main logo is the solid hand logo used on white or light backround. For other application you will find an alternatives following in this manual.
Brand Manual 6
FULL METRICS LOGO
Logo
Logotype Safe area = X
Safe area : Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. X = LOGOTYPE HEIGHT
Brand Manual 7
THE LOGO TITLE Carefully chosen and crafted for modern yet traditional Thai style. The original font used is 9BelovedKing, and adjusted to match the brand’s characteristics.
Brand Manual 8
LOGO VARIATIONS
Vertical Full metrics logo must be use where vertical application is possible. Inversed logo: alternative for larger areas. Legibility must always be concerned
Horizontal Logotype can be used seprately for horizontal application.
Brand Manual 9
DO‘S & DONT‘S
Please carefully read the Do‘s and Dont‘s 1. Do not place the logo type on 2 lines 2. Do not invert the logo symbol 3. Do not alter the logo type style 4. Do not alter the logo symbol 5. Never change the proportions of the logo vertically or horizontally or alter the appearance in any way 6. Do not change the size relationship between the logo symbol and logo type.
Brand Manual 10
COLOR PALETTE
PANTONE P 7-9C
PANTONE 141 C
PANTONE 125 C
Primary
#F9EED4 C2 M5 Y18 K0
#E8E5E2 Seconndary
#F4C55C C4 M22 Y75 K0
#FBB040
#C94C33
#B5862D C27 M46 Y100 K6
#235D39
#003E52
Brand Manual 11
TYPOGRAPHY THAI
Typography plays an important role in communicating an overall tone and quality. JS Setha, and TH Sarbun New are selected for Thai typography. JS Setha is for decorative purpose while THSarabun will be used on long arcticles to enhance readability.
Brand Manual 12
ENGLISH
Gill Sans, and Lato are selected for English typography. Gill Sans is for decorative purpose while Lato will be used on long arcticles to enhance readability.
Brand Manual 13
GRAPHIC ELEMENTS HAND ICON
Pictograms displayed on brand collateral meterials, such as advertisements and mobile application. They are used to visually convey a message and grab audiences’ attention. The icon uses the same illustration style of the logo.
Brand Manual 14
PATTERN
Patterns are important for creating strong brand recognition, strengthen brand identity, and creating a memorable brand engagement. These patterns are inspired from the items involved in Buddhism rituals, such as a waeving pattern of a begging bowl’s cloth. Elements from the logo are used to create each pattern for consistency of the brand.
Brand Manual 15
MOBILE APPLICATION COLOR SYSTEM TYPE SYSTEM MATERIALS
Brand Manual 16
COLOR SYSTEM
On mobile application, brand primary color palette is used with added shadow. Since the palette has low contrast between each color, shadow is essential for creating comfortable user experience.
Brand Manual 17
TYPE SYSTEM
Brand Manual 18
Brand Manual 19
UI MATERIALS
Brand Manual 20
NAVIGATION ICONS
Brand Manual 21
COLLATERAL MATERIALS STATIONERY SET DELIVERY RESTAURANTS
Brand Manual 22
STATIONERY SET
Brand Manual 23
BUSINESS CARD
Dimensions 95x 55mm
Weight 300g/m Print CMYK
USAGE The business card will be used for all official contact and communication of the company.
Brand Manual 24
LETTERHEAD
Dimensions 210 x 297 mm
Weight 90g/m Print CMYK
USAGE The letterheads will be used for all official contact and communication of the company.
Brand Manual 25
EVENT CARD
Dimensions 105 x 148 mm
Weight 300g/m Print CMYK
USAGE The event card will be used for all official contact and communication of the company.
Brand Manual 26
DELIVERY SERVICE
UNIFORM JACKET Contemporary Thai style jacket made from linen. The fabric is chosen for the comfort of the person wearing in Thailand’s hot and humid climate.
HELMET Motorcycle helmet use the color that imply to the Thai traditional palm leaf hat.
Brand Manual 27
RESTAURANT
Brand Manual 28
QUALIFICATION SIGN
Dimensions 120 x 120 mm
USAGE Sign locates infront of the store for customers to recognize the qualified partner restaurants.
Brand Manual 29
LABEL & PACKAGING
Brand Manual 30
FOOD BOX BELT
Dimensions 60x500mm
USAGE Indication label which partners can attached to their own products. The label contains mantra that Buddhists may pray before offering alms; and a QR code to download application
Brand Manual 31
STICKER
Dimensions 350x35
USAGE Indication label which partners can attached to their own products.
Brand Manual 32
MANTRA CARD
Dimensions 880x40mm
USAGE Card contains mantra that Buddhists may pray before almsoffering. It will be attached with every purchase.
Napassorn Chuprapawan TAAN-D Project www.napaschu.com