BRAND GUIDE
TABLE OF CONTENT
BRAND
6 Our Mission Tagline Client Market Differentiation 7 Characteristics 8 Demographics
IDENTITY
9 Our Audience 12 Logo Ideas 13 Logo Usages Logo Elements Positioning Clear Space Minimum Size 14 Logo Don’ts Typography 15 Color Texture 16 Marketing Images 17 Imagery
MEDIA 20 22 24 26 28 30 32
Store Signage Window Signage Pole Banner Car Window Decal Bumper Sticker Vehicle Wrap To-Go Container
brand
OUR STORY
BoxPark Sushi is regarded as one of the premier Japanese sushi restaurants in Eastside Milwaukee. Independently owned and operated, BoxPark Sushi continually raises the bar and sets the standard for fast professional service, high-quality cuisines, and authentic Japanese dining. We prioritize what our customer’s need to get them on their way. We remain loyal to them, their taste, and their time.
OUR MISSION
At BoxPark Sushi, we are committed to customer satisfaction and loyalty by providing the fastest most professional service, the freshest authentic cuisines, in the friendliest environment through teamwork, honesty, and shared experiences.
TAGLINE
Always Fresh. Always Fast. Always Sushi.
CLIENT’S MARKET
BoxPark Sushi is one of the premier sushi restaurants in Eastside Milwaukee. They offer fast friendly service for client’s who are healthy eaters, business-driven, and on the go. They promise to satisfy their client’s palette with assorted Japanese flavors.
DIFFERENTIATION
BoxPark Sushi is the only sushi restaurant in Milwaukee that can make fresh sushi in 15 minutes.
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FRIENDLY
You will always be greeted with a smile, and your desires and needs matter to us. We know the hectic pace of life and we see your day-to-day hustle.
CHARACTERISTICS
AUTHENTIC
We will remain consistent and true to our heritage by offering genuine freshly made Japanese cuisines.
HONEST
We will operate our business with integrity, truthfulness, and straightforwardness.
PROFESSIONAL
Our staff will operate with competency and integrity. We will always lead by example and display ethical behavior at all times.
DEMOGRAPHICS • • • • • • • • • • • •
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Gender: Male and Female Age: 30-45 Location: Upper and lower Eastside, Mi Mobility: Car, public transportation, electric motor vehicles (scooters, hover boards) Income: 55k and up Expenditures: Food, rent, mortgage, gasoline, auto, public transportation, student loans, recreation, clothing Occupation: White-collar Education: Bachelor’s and higher Race: Caucasian Religion: Believer in God and non-believers Marital status: Single and married Family Status: With and without children
OUR AUDIENCE
IDENTITY
OUR LOGO
BoxPark Sushi’s logo is distinct and can be easily separated from the competition. It has a unique quality or style that accurately portrays our client’s business perspective; a company that’s welcoming and exciting. The logo lines up perfectly with the voice and tone of the restaurant (friendly, professional, honest, authentic). The chef icon is inviting and expresses the business core values of diversity and inclusion. BoxPark Sushi is a fun Japanese restaurant with a staff that’s excited to serve you.
LOGO IDEAS
This page shows my logo ideas, variations, experimentation with fonts, and refinement.
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BO
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Main Logo
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S S S S S
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S S S I I
Reverse Color S U
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H II H H I
The logo can be used in-line with endorsement marks. If you have any questions about this please contact us at the information PARK listed on the last page.
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PARK BO MINIMUM SIZE The logo should never be reduced below 1.5 PARK BOx .4157 in wide in high. S
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PARK PARK PARK
H H II H I
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In all print materials, the amount of clear space around the logo is equal to the height S S U U S S H H II and width of the “S” inSthe word “Sushi.” U S H I S U S H I S U S H I
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Do not use the logo in the middle of a sentence or paragraph. Preferred positions for the logo are right, center, or left at the top or bottom of a page with the required clear space around it.
BO BO BO
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CLEAR SPACE
PARK
The logo should be used on a light background in a position of prominence. It should always have the required clear space around it. Do not use it more than once on a page. You should only use the black and white or reverse alternative when the color logo is not an option.
1-Color S
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BoxPark Sushi logo consist of a chef icon that represents excitement and friendliness. These characteristics reflect the voice and tone of the restaurant. The font “Hong Kong Hustle” is used for the main name and “Asian Hiro” for the product name.
POSITIONING
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PARK BO BO PARK PARK PARK PARK BO PARK BO BO PARK PARK PARK PARK BO PARK BO BO PARK PARK PARK PARK BO PARK BO BO PARK PARK BO PARK PARK BOBO
Our logo is three colors and is visible on our collateral, website, and outdoor signage. We use it to represent our name, company, and presence in the market place. Consistent, appropriate, and accurate use is key for maintaining a unified strong image.
LOGO ELEMENTS
S
.4157 in
LOGO USAGE
PARK
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LOGO DON’TS
BoxPark Sushi logo should never be altered. The guidelines apply for all elements use to create the logo and any content that is owned and controlled by BoxPark Sushi.
Don’t change approved company colors.
Don’t use logo without complete logotype.
Don’t add a drop shadow or mirror effects.
Don’t change or substitute approved fonts.
Don’t warp or distort appearance.
Don’t use a stroke around any part of logo.
Don’t use logo without approved icon.
Don’t blur or add digital effects.
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TYPOGRAPHY
The typeface “Hong Kong Hustle” reflects the authenticity of BoxPark Sushi’s Japanese culture and their products and services. It is balanced with the “Avenir” sans serif font family to bring in the modern day visual. These fonts may not be substituted for any other typeface.
Headline: Hong Kong Hustle Reg ABCDEFGHIJKLMNOPQRS TUVWXYZ Subhead: Avenir Heavy Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Subhead: Avenir Medium Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Body Copy: Avenir Book Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
COLOR
Our company primary colors are orange, red, and green. This presents a strong mood of optimism, passion, and freshness. Our alternate colors are medium orange, light orange, black, and white. We have carefully selected these colors and feel they do not compromise the strength of our brand.
HAPPINESS
FUN
OPTIMISTIC
PURITY
PASSIONATE
STRENGTH
C,0 M,34 Y,42 K,0 R,255 G,168 B,148 #FFA894
C,0 M,64 Y,91 K,0 R,255 G,92 B,23 #FF5C17
C,25 M,100 Y,100 K,26 R,142 G,0 B,0 #8E0000
TEXTURE
Textures are decorated with authentic Japanese patterns. Each has its own personality and reflect the history and culture of Japan. They may be used as accents only, not as main element. No other patterns should be used that has not been approved.
C,11 M,18 Y,26 K,0 R,227 G,209 B,189 #E3D1BD
C,0 M,0 Y,0 K,0 R,100 G,100 B,100 #FFFFFF
C,0 M,0 Y,0 K,100 R,16 G,14 B,14 #100E0E
FRESH
C,69 M,49 Y,100 K,52 R,38 G,62 B,0 #263E00
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MARKETING images • • • • • •
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We like to show people enjoying their food We like people smiling We like to show Japanese cuisines We like to show Japanese decor We treat our images with brand colors We show businessmen and women, couples, single moms, and college students
IMAGERY
MEDIA
SIGNAGE
BoxPark Sushi will use all signage to help the business stand apart from the competition. They will be our primary link between our company and the customers. Showcasing our logo will help reinforce our brand. We will be Strategic with placement so that we can convey a concise message to our audience.
STORE signage The purpose of the large outdoor signage is to introduce BoxPark Sushi to the community by grabbing the viewer’s attention using the friendly chef icon while adhering to the aesthetics of the building’s exterior. This signage will attract customers, establish a presence, and communicate company values.
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WINDOW SIGNAGE The window sign screams excitement and reflects the voice and tone of BoxPark Sushi (friendliness, authenticity, and professionalism). It will convey the company’s confidence about the brand, products, and services to existing and potential customers.
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POLE BANNER The pole banners will stand out strong from a distance and benefit viewers who are walking or driving by in their vehicles. The overall visual guarantees easy brand identity among the competition and will help launch the restaurant’s product and service to a large audience. To maximize its effect, the banners will be placed across the city.
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CAR WINDOW DECAL The window decal is a great promotional asset and cost-efficient. It stands out clearly and reflect the professional structure and honesty of BoxPark Sushi. The core values of fun and excitement are represented and it positions the company as a place the whole family can come and enjoy authentic Japanese food. The decal will draw new customers, expand loyalty, and build the brand.
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BUMPER STICKER The bumper sticker reflects high-quality Japanese cuisine through the product image and passion through the red background. The voice and tone of the restaurant is clearly defined and are consistent with the company’s brand. This strategy will capture the attention of drivers wherever you go. People will see the bumper sticker and, of course, read it. The benefit is one sticker can reach over a thousand viewers 24/7.
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VEHICLE WRAP This asset is an excellent marketing tool. BoxPark Sushi’s character will be on display 24 hours a day. One wrapped vehicle can reach 30,000 to 70,000 daily. The brand will be easily identified as well as the company product. The visual will trigger the viewer’s appetite using enticing cuisine images and colors. The vehicle wrap is an effective way to connect a Boxpark Sushi’s brand with potential customers. The brand will be visible to over 50,000 consumers per day and will establish their presence in the community.
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TO-GO CONTAINER The food container will have a captured audience that will be used to help introduce the company to potential clients. When customers carry a food container, they will advertise the company to bystanders, coworkers, family, or friends. The form is traditional and connects with the authenticity of the restaurant’s culture. A professional container is important because it demonstrates the company’s brand to the consumer and helps drive sales. It will help BoxPark Sushi create better brand recognition, reach a wider audience, and communicate its brand image effectively.
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BoxPark Sushi Brand Guide By: Bernard Horn Full Sail University 2020