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Zushi Brand Identity Guide
Introduction
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Zushi, in the heart of Cardiff, is the first conveyor-belt sushi and noodle bar restaurant in Wales and offers something completely new, that’s delicious, healthy and fun. Zushi complements conventional sushi with other delicious Japanese dishes, including Ramen, Pan-fried noodles, Japanese soups, salads, hot dishes and desserts... not forgetting the tasty seafood dishes for sushi conoisseurs and the adventurous. This guide will show the correct way to disply the zushi logo, and also the correct colours and the correct fonts to use for different medias, so that the design won’t be mis-used. By following this guide you will help customers and partners recognise, differenciate and remember the Zushi brand. This guide offers a framework for making and evaluating
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Outside of Zushi
The Logo
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The Zushi logo represents the Zushi brand. The logo is modern, just like the restaurant. The ‘U’ of the logo is made to look like a bowl with chopsticks in, representing the type of food that Zushi sells. The chopsticks also represent the Japanese Rising Sun, as they are like the lines from the flag. The colours of the logo are simple and modern, as is the font.
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Logo Usage
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Logo in Colour
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Logo on dark red background
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Logo in black and white on white background
Logo Usage
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0.5cm
1cm
1cm
Leave sufficient space around logo. At least half a centimetre on the top and bottom, and at least a centimetre on the sides.
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Do not: - Use the logo in any other colour, than the colours specified. - Stretch the logo, - Rotate the logo. - Use any artistic filters on the logo, such as embossing.
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jap ane se c uisin e
Hot food in Zushi
Colour Palette
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The colours used for the colour logo are: Dark Red Pantone 1807 C C - 0% M - 100% Y RGB - 181, 18, 27
Red - 96%
K
- 28%
Pantone 185 C C - 0% M - 91% Y - 76% RGB - 239, 62, 66
Process Black K
- 0%
C - 0% M - 0% Y RGB - 0, 0, 0
- 0%
K
- 100%
The colours used for the black and white logo are: Cool Gray Pantone 11 C C - 0% M - 2% Y - 0% K RGB - 113, 112, 116
Dark Gray
Process Black - 68%
C - 0% M - 0% Y RGB - 0, 0, 0
- 0%
K
- 100%
Pantone 7 C C - 0% M - 0% Y RGB - 84, 83, 74
- 15%
K
- 82%
The colours used for the logo on a dark red background are: Light Grey C - 0% M - 0% Y - 0% K RGB - 231, 232, 233
- 10%
Light Grey
Process Black C - 0% M - 0% Y RGB - 0, 0, 0
- 0%
K
- 100%
C - 0% M - 0% Y - 0% K RGB - 188, 190, 192
- 30%
Dark Red Pantone 1807 C C - 0% M - 100% Y RGB - 181, 18, 27
- 96%
K
- 28%
Font Family
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The typeface used for the Zushi logo is Rezland Logotype Font which has been edited. The typeface used below the logo is Caviar Dreams. All other type used on other media, for example letterheads and business cards is Champagne and Limousines. When typing on letterheads, if the Champagne and Limousines font is not available, then Futura Medium or Arial are appropriate substitutes. The Rezland typeface is all lowercase, as is the caviar dreams. Typefaces should never be in all uppercase, when used.
Font Family
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Rezland Logotype Font ABCDEFGHIJKLMNOPQRSTUVWxyz
Caviar dreams ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrstuvwxyz
Champagne and Limousines ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrstuvwxyz
Photography
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Photography for the Zushi brand, should be clear and show Zushi as a fun, social place to be and show the food as tasty and colourful.