BRAND GUIDELINES
CONTENTS Brand Story Colours Negative Logo Logo Usage Logo Misuse Exclusive Zone & Minimal Size Typography
01 02 03 05 06 07 11
A bit of wind, a bit of waves, a bit of fire, flowers, a sunny day and plenty of good food, of course chilli as well. BASTIANOS is all the wonder that you can find in Manado. Not only offering the best of Manado, the brand also portraits the friendliness of Manadonese by picking an approachable look. A classic and confident logotype is the promise of the brand of of its values of good services and authentic quality food.
Colours
Primary Primary colour palette of BASTIANOS is chosen to portrait classic and respectful images. They fall mainly in warm tones to enhance and cultivate a more appealing appetite.
Secondary Secondary colour is set to create a sence of balance with the primary colour scheme, and at the same time, maintain the exclusive look and feel for the brand.
C53 R74 M64 G55 Y76 B40 K56
Pantone 7533
80%
70%
50%
30%
15%
C0 R245 M20 G204 Y50 B108 K30
Pantone 874
80%
60%
40%
30%
15%
C89 R0 M36 G110 Y64 B97 K20
Pantone 562
80%
70%
50%
30%
15%
Monotone Logo
Monotone Logo When it is neccessary to have the logo in monotone, it is recommended to maintain the toning balance between logo type and logo mark as follow: - Logo Type: the B & Bastianos. 100% toning - Logo Mark: the rest. 40% toning
Logo Mark
Logo Type
Negative Logo
Over Solid Colour Background It is necessary to maintain the designed toning balance when placing the logo on solid colour background. Be mindful to pick up the background colour fitting the brand identity. Sometimes it is unavoidable to use fully solid negative logo without toning over solid background. In that case, pick up the background that let the brand maintain medium to low contrast with the background as the samples below show.
Exclusive Zone & Minimum Size
Exclusive Zone It is important to keep a safe zone surround the logo to keep the brand visibility and clarity. Take two letter “BA” from “BASTIANOS” as the basic guide for the clearance area measurement.
Minimum Size In order not to compromise the Brand Identity, there should be a limit on how small should the logo can be. Always keep the logo not smaller than 25mm wide. 25mm
Logo Misuse Things to Avoid The logo should be handled with all respect to its original identity. Avoid those misuses that would compromise the brand’s identity.
change logo type & logo mark proportion
unproportional scale
change logo’s colours
change logo’s mark
shear, rotate
put logo on background that compromise its clarity
Typography Primary The Optima typeface is a clear and precise font designed by the renowned type designer Hermann Zapf. Optima was inspired by classical Roman inscriptions and is distinguished by its flared terminals – the ends of letters. The curves and straights of the Optima fonts vary minutely in thickness to provide a graceful and clear impression to the eye. Due to its variations, Optima is very versatile and can be used in many situations.
OPTIMA
AaBbCcDdEeFfGgHhIiJjKkLl MnNnOoPpQqRrSsTtUuVv WwXxYyZz 0123456789 !@#$%^&*()_+;’:”~,./<>?\| Regular Italic Bold Bold Italic Extra Black
Secondary As the base typeface use in the logo type, Vast Shadow can be used as main decorative typeface. It is not recommended to used as body texts due to its complexity.
VAST SHADOW AaBbCcDdEeFfGgHhIiJjKkLl MnNnOoPpQqRrSsTtUuVv WwXxYyZz 0123456789 !@#$%^&*()_+;’:”~,./<>?\|
Typo -graphy samples Consectetur Adipiscing Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris varius, lectus vitae varius varius, purus nulla interdum eros, vel pretium diam libero in turpis. In euismod arcu ullamcorper, blandit odio ac, placerat urna. Integer vitae vehicula nulla, quis venenatis turpis. Nunc aliquet porttitor nulla, et maximus urna tristique et. Ut sem justo, efficitur ut diam eu, consequat maximus arcu. Curabitur dictum aliquet iaculis. Mauris egestas tristique lacus, eget lacinia ligula tincidunt at. Maecenas sit amet ornare lectus, ut volutpat ipsum. Curabitur ultricies eros sit amet elit lobortis pharetra. Nam id quam et purus vestibulum hendrerit sed ut odio. Donec posuere imperdiet sodales. Vivamus eget ante augue. Donec neque tortor, pretium in leo ultricies, convallis vestibulum purus. Cras eget imperdiet libero. Duis et turpis efficitur, sagittis tortor nec, volutpat sem. Fusce feugiat massa et arcu faucibus, eget pulvinar lacus finibus. Sed massa sem, scelerisque quis purus sed, consequat cursus lacus. Sed non nibh sem. Curabitur interdum mi dictum ligula aliquet porttitor.
Cras non nibh
Secondary Graphic Elements Solid, Lines Works & Outlines Graphic Inspired from the nature of Manado, the secondary graphic system continues to express the Brand Identity in different perspective. It will help to enhance and strengthen the brand positioning. Be careful not to overdose the usage of the secondary graphic, as it is easy to turn something supposed being elegant to busy and complicated.
Directly related to Logo Mark, Solid Graphic should be used in a subtle manner in order to create a sense of hierachy and depth of dimensions.
Lines Works are elaborated graphic elements that should play a major roles on defining the brand identity.
Business Card Design Simple-Straight Forward Business Card should communicate the brand identity immediately upon contact point. So it should be simple and straight forward.
Kompleks Mega Mas Blok B2 No. 11-12 Manado - Indonesia 95122 E: info@bastianos.com T: +62 431 879490 F: +62 431 879491
Packaging Design Takeaway Box The purpose of Packaging design is to keep reminding the consumers about the brands even when they are out of the restaurant. Therefore the packaging should convey the brand identity fully.
Uniform Design Apron As the customers are already in the restaurant premises, it is not neccessary to continue to remind them of the brand identity directly and loudly. Instead, it should be subtly appear in a more sophisticate maner. An apron is the best media to express the brandâ&#x20AC;&#x2122;s professionalism in F&B. It is recomended to use full apron to create a more formal look. Linen is suggestesd due to its natural touch.
Top Long sleeve shirt or t-shirt should be used to enhance the formal, professional servicing appearcance of the brand. + T-shirt: simple fine striped with natural colour. See samples on the right + Shirt: a simple print* on the back could add a surpise touch. See sample on the right. *print on back of t-shirt can take directly from Lines Works of the brandâ&#x20AC;&#x2122; secondary elements. Each t-shirt should have individual print to create variety looks.
Bottom Bottom should remain standard and straight forward. Simple long pants is good enough.
SOHO BIB APRON
BLACK DENIM BIB APRON
Black T-shirt with print on the back
Transportation Design
Mini Van The transportation is the brand ambassador on the streets, so it should convey the brand in the fullest appearance. So that i would communicate the brand clearyly.
Menu Design Template