April 2020
III. Introduction
Our Typefaces
V. Introduction
Our Story
Primary
1
History
1
Secondary
3
Mission
3
Examples
4
Vision
4
Values
5
IV. Introduction
Our story History
1
Mission
3
Vision
4
Values
5
Brand Guidelines Brand Manual
1
Table of Contents
I. Introduction
Our Story Overview
4
Mission
5
Vision
5
Values
5
II. Visual Identity
Our Logo Logo Variations
6-7
Logo Misuse
8-9
Clearspace
2
Paradosi Olive Oil
10-11
April 2020
III. Typography
Our Typefaces
V. Visual Identity
Our Colours
Primary
12
Primary
21
Secondary
13
Secondary
21
Colour Usage
21
Example
14-15
IV. Visual Identity
VI. Introduction
Imagery & Illustrations
Brand Applications
Imagery
16-17
Packaging
22
Illustrations
18-19
Recipe Booklet
24
Email Marketing
26
Brand Manual
3
I. Introduction
Our Story Company Overview Parádosi is a company based out of Kitchener-
Greek cooking and their family’s long tradition of
Waterloo, Canada who specializes in selling
olive oil artisanship. The brothers saw a large place
high-quality, authentic and luxurious olive oil.
for them in the market to begin the production of
Parádosi was established in 1956 by two Greek
authentic Greek olive oil in Kitchener-Waterloo,
brothers, Loukas and Aléxandros Galanos who
Canada. Since then, Parádosi has continued
grew up crafting olive oil on their family farm not
selling its luxurious olive oil to not just the people
far from Peloponnese, Greece. When the Galanos
of Kitchener-Waterloo, but also to passionate food
brothers immigrated to Canada, they initially
lovers, restaurants and niche Greek/ Mediterranean
began working as labourers on railway tracks and
stores all across the world.
later realized how much they missed authentic
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Paradosi Olive Oil
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Our Mission
Our Vision
Our Values
The mission of Parรกdosi is to
Parรกdosi knows the importance of only using the best of the best olive oil when creating a beautiful recipe. This is why Parรกdosi desires to bring this special taste into the lives of their customers.
Parรกdosi knows the importance of only using the best of the best olive oil when creating a beautiful recipe. This is why Parรกdosi desires to bring this special taste into the lives of their customers.
provide passionate food lovers with an authentic, high-quality and luxurious taste of Italy and to provide them with the most important ingredient of any dish - olive oil.
Brand Manual
5
II. Visual Identity
Our Logo
Logo Variation
Vertical Logo
Logo Variation Logo Misuse Clearspace
Vertical Logo The vertical logo of Paradosi will serve as the primary logo for the brand. The logo mark consists of an abstracted alchemy symbol for gold, relating to the idea that olive oil is often called “liquid gold”. The name Paradosi refers to “tradition” in Greek. An accompanied serif typeface wordmark exudes class and elegance.
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Logo Variation
Logo Variation
Horizontal Logo
Logo Icon
Horizontal Logo
Logo Icon
The horizontal logo of Paradosi will serve as the secondary logo for the brand. The logo icon is placed on the left side of the logo wordmark. This logo is used only if space is limited for the primary logo.
The logo icon is the distinguishable mark that sets Paradosi apart from its competitors. The logo icon is used for assets that
Brand Manual
7
II. Visual Identity
Our Logo
Logo Misuse
Logo Misuse
Logo Variation
Logo Misuse Clearspace
To keep the integrity of Paradosi’s logo throughout all brand applications, it is imperative to outline all the things that cannot be done to the logo. The following list highlights the major misuses of Paradosi’s logo.
I. Do not add an outline on the wordmark. II. Do not change the opacity. III. Do not change typeface. VI. Do not change the logo proportions. V. Do not change the colours. VI. Do not change the icon orientation.
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I
II
III
IV
V
VI
Brand Manual
9
II. Visual Identity
Our Logo
Our Logo
Clearspace
Logo Variation Logo Misuse
Clearspace
The clear space is essential to keep the integrity and quality of Paradosi’s logo to its full extent. A minimum of 1” (1 inch) surrounding the primary logo outlined on the right, shows the minimum space for any other graphic elements to be placed near Paradosi’s logo, with the exeption of the logo being placed on an image. The clearspace is applicable all logo variations.
1”
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Paradosi Olive Oil
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1”
1”
1”
1”
Brand Manual
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III. Visual Identity
Our Typefaces
Primary Typeface
Poynter Display
Primary Secondary Application
ABCDEFGHIJ KLMNOPQRS TVWXYZ abcdefghijklmnop qrstuvwxyz 1 2 3 4 5 678 9 1 0 !?&
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Secondary Typeface
Other Variation
Laca Text
Poynter Display Bold Italic
The olive oil not only brings excellent flavours to a meal, but the bottle is designed to look beautiful in a kitchen.
ABCDEFGHIJKL MNOPQRSTV WXYZ a b c d e fg h i j kl m n o p qrstuvwxyz 12345678910 !?&
Italicize The use of the primary logo typeface Poynter Display in Bold italic can be used for most headlines especially on Paradosi’s website.
Brand Manual
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III. Visual Identity
Our Typefaces
Paradosi
Typeface Sample
Primary Secondary
Samples
Primary Typeface
Minimum Size: 40pt Maximum Size: 60pt
Secondary Typeface
Minimum Size: 15pt Maximum Size: 18pt
Our typefaces together. The following typeface sample on the right portrays the proper usage of Paradosi’s typefaces. The headline showcases the elegant serif typeface Poynter Display Bold accompanied by the body copy typeface Laca Text. The proper tyopgraphy scale and hiereachy is an important aspect of the brand in order to portray a cohesive and established brand.
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“Parádosi knows the importance of only using the best of the best olive oil when creating a beautiful recipe.“
This is why Parádosi desires to bring this special taste into the lives of their customers. The traditional quality and craftsmanship are balanced with
The traditional quality and craftsmanship are balanced with
modern design and marketing. The olive oil not only brings
modern design and marketing. The olive oil not only brings
excellent flavours to a meal, but the bottle is designed to
excellent flavours to a meal, but the bottle is designed to
look beautiful in a kitchen. Parádosi currently offers two
look beautiful in a kitchen. Parádosi currently offers two
additional flavours of extra virgin olive oil, which are infused
additional flavours of extra virgin olive oil, which are infused
with fig and garlic essential.
with fig and garlic essential.
Brand Manual
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IV. Visual Identity
Imagery & Illustrations
Visual Identity
Imagery
Imagery Illustrations
Photography and overlays. All of Paradosi’s imagery must showcase a luxurious feel. Since the company is established as a high end product, all photography based assets must also align with Paradosi’s mission and values. All imagery must showcase the words Tradition, Craftmanship, and Authentic. An image overlay of the brand’s off black colour #1a1a1a can be used if necessary. The opacity must be minimum of 50%.
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Overlay
Tradition Craftmanship Authentic
Original
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IV. Visual Identity
Visual Identity
Imagery & Illustrations
Illustrations
Imagery
The illustrations showcased on this spread portrays the illustrative style of Paradosi. Illustrations based around the ingredients and flavours of Paradosi’s olive oil. The style of illustration is detailed and graphic and when paired with the rest of Paradosi’s branding, it creates a balance between class and tradition.
Illustrations
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Paradosi Olive Oil
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Colour Variations. The illustrations of Paradosi can be used in both black illustrations on a white background and white illustrations on a black background. This creates versatility and flexibility on the overall use of illustrations throughout Paradosi’s branding.
Brand Manual
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V. Visual Identity
Colour Palette
Visual Identity
Colour Palette
Primary Secondary Colour Usage
Simplicity at it’s finest. Paradosi’s minimalistic colour palette exudes class and elegance. Accompanied by the illustrations it creates perfect harmony with Paradosi’s core values, tradition and class.
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#1a1a1a
#f2f2f2
#c49d34
RGB
RGB
RGB
26,26,26
242,242,242
196,157,52
CMYK
CMYK
CMYK
73,67,65,78
4,2,2,0
24,36,96,2
40%
40%
20%
Colour usage Paradosi’s colour usage must be a balance of 40% Paradosi Black, 40% Paradosi White and 20% Paradosi Gold.
Brand Manual
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VI.Visual Identity
Brand Applications
Brand Applications
Packaging
Packaging Recipe Booklet Email Marketing
A unique shape. It is important for all brand assets to be cohesive in look, voice, and image. The packaging reflects a high end product that conveys luxury and high quality ingredients. The packaging showcases the Paradosi brand exquisitely.
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Brand Manual
23
V. Visual Identity
Brand Applications
Brand Applications
Recipe Booklet
Packaging
Recipe Booklet Email Marketing
Delicious Recipes. The aim for Paradosi is to create a promotional material that directly relates to the product of olive oil. A recipe booklet that highlights homemade recipes, using Paradosi’s own olive oil. The goal is to appeal to a large audience, and can also be a point of sale product.
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Brand Manual
25
VI.Visual Identity
Brand Applications
Brand Applications
Email Marketing
Packaging
Recipe Booklet Email Marketing
Promotional Materials. Another form of promotional material that Paradosi introduces to its consumers is through a form of email promotions. Discounts serves as an incentive that current users can share with their friends and family. This is an effective way for the brain to gain exposure and increase a flow of customers.
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Brand Manual
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28
Brand Guidelines