Paradosi Brand Guidelines

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

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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

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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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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.

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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

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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

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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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1”

1”

1”

1”

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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.

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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.

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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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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.

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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.

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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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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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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 Guidelines