GOOD TO SEE YOU
HELLO HELLO CAN YOU STAY FOR A WHILE HELLO HELLO
SMILE
HUNGRY AT BURGERCHEF
CONTENTS: • INTRODUCTION
HERE
P. 0 1= 02
WHO WE ARE
P. 0 3 = 04
• AU D I E N C E
PROFILES
• IDENTITY
S T AN D AR D S
ARE YOU,,
WHAT WOULD YOU LIKE ?
C O M PA N Y B A C K G R O U N D
LOGO
P. 0 9 = 10
A N AT O M Y & C L E A R S PA C E
P. 1 1 =12
LOGO DON’T
P. 1 3 =14
T Y P O G R A P H Y
P. 1 5 =18
C O L O R S
P. 1 9 =20
P. 2 3 =24
P. 2 5 =26
B U R G E R C H E F T O U R
P. 2 7 =28
B U R G E R C H E F M O T O R B I K E
P. 2 9 = 30
• B R AN D
EXPRESSION
U N I F O R M
• B R AN D
EXTENSION
B B Q G R I L L
WE TREAT YOU RIGHT
P. 0 5 = 06
WHO’IS
BURGER CHEF
HUNGRY? THINK BURGER CHEF
where nobody walks away hungry
An American fast-food restaurant chain founded in 1954 in Indianapolis, Indiana. The chain expanded throughout the United States, and at its peak, it was second only to McDonald’s in the number of locations nationwide.
The chain featured several signature items such as the double burger, Big Shef and the quarter pound hamburger, Super Shef hamburgers.
Burger Chef pioneered many of the things that its rivals became known for, including flame-broiled burgers, value combo meals, and a works bar that allowed customers to dress burger their way.
I N T R O D U C T I O N l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S
r e l a x
fullfilled caring
friendly appetizing
enjoyable
great time
BURGER CHEF speed
We try our best to satisfy your expectation and serve you right
unique
tasty
WE ARE
laugh
&
delicious
smashing
c h i l l
fun
quick
03l04
value
love
I N T R O D U C T I O N l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S
05l06
WHO? WILL SHARE ALL THE FUN
I T D O E S N ’ T M AT T E R H O W O L D Y O U A R E O R W H AT G E N D E R Y O U A R E . BURGER CHEF IS WELCOMED FOR PEOPLE OF ALL AGES. AS LONG AS YOU L O V E E AT I N G B U R G E R S , Y O U A R E PA R T O F O U R FA M I LY.
OVERWEIGHT GUY
= = = = = =
Never say NO to eating Lists of good restaurants in his cellphone Loves big portion food Always asks for upsize Hates exercising Ti r e d e a s i l y
L O L L I P O P C HILD
= = = = = = =
D o e s n ’t l i k e to wait for a long time P r e f e r s s o d a to water A l w a y s a b l e to eat snack but not food D o e s n ’t l i k e to stay in p l a c e f o r a l ong time A l w a y s c r i e s for attention H a t e s v e g e t a bles D o e s n ’t l i k e to wait for a long time
PARTY FREAK
= = = = = = =
Won’t be home until 4AM Feels comfortable around a lot of people Calendar is always full The earlier people for Mc Breakfast Always hungry at 2AM Doesn’t care much about their health Loves soda
SINGLE MOM
= = = = = = =
Wakes up before 6 AM Drives an SUV Wishes she has more than 2 hands Prefers quick and simple Pays for day care Has her children rush between meals Multi-tasking
EASY-GOING BACHELOR
= = = = = = =
Fridge fills with frozen food Prefers eating out to cooking at home Doesn’t have weighing machine in the room Room is always messy Eat what is available Unwash dishes at the sink Cellphone contact fills with girls’ numbers
GRADUATE STUDENT
= = = = = = =
Always stays up late Works under pressure Often calls for food delivery at night Sleeps at the desk rather than the bed Loves easy 3 minutes cooking food Drinks strong coffee Always has sandwiches in her bag
A U D I E N C E P R O F I L E S l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S
VISUAL • STANDARDS BRAND IDENTITY GUIDELINES
09l10
LOGO Burger Chef logo consists of 5 elements, which are the flames, the chef hat, the shield, the wings and wordmark.
• Tr ehper eF sl aemn tes: t h e h o t n e s s & f r e s h n e s s i n e v e r y b i t e o f o u r b u r g e r s . • Tr ehper eCsheenf tHs atth:e p r o f e s s i o n a l o f a l l t h e c h e f s t o e n s u r e t h a t e v e r y single burgers will meet your satisfaction.
• Tn ho eb oSdhyi ewladl:krse pa rweasye nhtusnogur y.r s t a b i l i t y a n d s t a n d a r d t o e n s u r e t h a t • To hr deewr ti on gdsr:ersespyr eosuer nbtusrtgheer farneyewd oamy yyoouu wh aa nv et . i n o u r w o r k b a r i n r d m a r k : i s t h e t y p o g ra p h i c d e s c r i p t o r o f o u r b r a n d , • Wo Burger Chef
L O G O l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S
11l12
ANATOMY
X
X
5X
+ CLEAR SPACE
2.25X
2.5X 0.4X 0.25X
X X
Structure of the lo g o For ultimate visibi l i t y a n d i m p a c t , i t ’s i m p o r t a n t t o r e t a i n a designated ‘clear s p a c e ’ a r o u n d t h e s i g n a t u r e . T h e m i n i m u m required clear spa c e i s d e f i n e d b y t h e m e a s u r e m e n t “ X ” , a s shown. “X” is mea s u r e d b y t h e h e i g h t o f t h e w i n g . T h e ‘ c l e a r space’ should neve r b e i n t e r s e c t e d o r i n t r u d e d u p o n b y a n y o t h e r graphic object or e d g e . N o r s h o u l d i t b e e n c l o s e d i n a s h a p e . Maintain this clear s p a c e i n a l l u s e s t o g i v e t h e s i g n a t u r e t h e proper “breathing r o o m ” t o v i s u a l l y s t a n d o u t .
0.75X 2.5X 1.25X X
X 0.5X
3.5X
A N AT O M Y & C L E A R S PA C E l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S
13l14
Burger cheF DO NOT substitute o t h e r ty pefaces other th a n specified here in t h e l o g o
DO NOT use the symbol alone without the wordmark.
DO NOT distort, stretch or vary the proportion of the l o g o i n a n y w a y.
D O N O T a p p l y d rop shadow o r a n y e f f e c t t o the logo
DO NOT use the logo on any pattern background.
DO NOT tilt or rotate the logo in any manner.
DO NOT change colors of the elements in the logo.
DO NOT put the logo in any contained shape.
L O G O D O N ’ T l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S
15l16
Designed by Adrian Frutiger and released
Univers
by Deberny and Peignot in 1957. Univers type represents the first modular type family. Systemically designed across an extended family of weights and widths.
{[(<!?;$%&â&#x20AC;&#x2122;$;?!>)]}
UNIVERS CONDENSED
UNIVERS REGULAR
UNIVERS BOLD
A B C D E F G H I
A B C D E F G H I
A B C D E F G H I
J K L M N O P Q R
J K L M N O P Q R
J K L M N O P Q R
S T U V W X Y Z
S T U V W X Y Z
S T U V W X Y Z
abcdefghijklmn
abcdefghijklmn
abcdefghijklmn
o p q r s t u v w x y z
opqrstuvwxyz
opqrstuvwxyz
ABCDEFGHIJKLMNO PQRSTUVWXYZ
PRIMARY TYPEFACE
Univers is a durable typefaces that can be prove particularly useful when a wide range of differentiation is required. T Y P O G R A P H Y l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S
17l18
SECONDARY TYPEFACE Baskerville Designed by John Quaranta in 1978 and later licensed to ITC. It is distinguished by a sensitively extended range of weights, giving a total of four; roman, semi-bold, bold, and heavy. T he family also includes a s mall cap font. T he enhanced contrast makes the lighter weight roman a little dazzling to the eye, and the thin strokes can suf fer at small sizes under conditions of poor resolution or low-definition printing. It's, however, an exce ptionally g raceful and ef fective text face when used in larger text sizes.
B A S K E RV I L L E R E G U L A R
B A S K E RV I L L E S E M I B O L D
B A S K E RV I L L E B O L D
A B C D E F G H I
A B C D E F G H I
A B C D E F G H I
J K L M N O P Q R
J K L M N O P Q R
J K L M N O P Q R
S T U V W X Y Z
S T U V W X Y Z
S T U V W X Y Z
abcdefghijklmn
abcdefghijklmn
abcdefghijklmn
o p q r s t u v w x y z
opqrstuvwxyz
opqrstuvwxyz
T Y P O G R A P H Y l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S
PANTONE 4975 l C: 0% • M: 75% • Y: 100% • K: 80% l R: 85 • G: 25 • B: 0
Colors: This muted color p a l e t t e r e f l e c t s t h e n e w s t y l e ; r e t r o f e e l o f t h e Burger Chef at its v e r y b a s i c l e v e l . C h o o s i n g a l l w a r m c o l o r s not only match the s t y l e o f B u r g e r C h e f , b u t a l s o h e l p s t o c r e a t e appetite to the cus t o m e r s .
PA NT O N E 1 8 0 5 l C : 0 % • M : 9 0 % • Y: 1 0 0 % • K: 2 5 % l R: 1 9 2 • G: 4 9 • B: 26
PA N T O N E 1 2 3 l C : 0 % • M : 2 5 % • Y: 9 5 % • K: 0 % l R: 2 5 5 • G: 196 • B: 37
19l20
COLOR S C O L O R S l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S
BURGER CHEF 21l22
UNIFORM BUR G E R C H E F ’ S H AT
All Chefs in Burger Chef have to wear the Chef’s uniform with Burger Chef logo on it. This is not only to represent our restaurant, but also for hygiene purposes. The Chef Hat will assist in the prevention of sweat dripping down the face. Our Uniform is well-designed that allow circulation of air and provides outlet for the heat. Therefore, our chefs will be comfortable in it.
BURGER CHEF’S WEAR U N I F O R M l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S
BRAND EXTENSION T H E B U R G E R C H E F T H AT Y O U H AV E N ' T S E E N I T B E F O R E
25l26
BRING BURGER CHEF TO YOUR
HOME
BBQ GRILL Burger Chef introduces a new line of gas BBQ Grill to allow you to enjoy Burger Chef experience even when you’re at home.
B R A N D ’ S E X T E N S I O N S l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S
27l28
BURGER CHEF
TOUR BURGER CHEF TOU R Burger Chef bring y o u t o a w h o l e n e w l e v e l o f e x c i t e m e n t . G e t t o k n o w m o r e a b o u t B u r g e r Chef history and h o w w e b e c a m e w h o w e a r e t o d a y. B u r g e r C h e f t o u r w i l l b r i n g y o u b a c k i n time and visit the i m p o r t a n t p l a c e s t h a t h e l p s c r e a t e B u r g e r C h e f t o d a y.
29l30
ADVANTURE WITH
BURGER CHEF BURGER CHEF MOT O R B I K E Burger Chef morto r b i k e f e a t u r e s d i s t i n c t i v e d e s i g n s . T h e s e machines allow rid e r s t o t r a v e l i n s t y l e w h i l e d i s p l a y i n g t h e i r professional pride i n a u n i q u e a n d s a t i s f y i n g w a y. Yo u ' l l f e e l o u r passion for perform a n c e a n d p r e c i s i o n e n g i n e e r i n g a s s o o n a s you twist the throt t l e . B R A N D â&#x20AC;&#x2122; S E X T E N S I O N S l B U R G E R C H E F l B R A N D I D E N T I T Y S TA N D A R D S