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ROITHPISAL NGETH 101253106 DCO20001 - BRAND AND IDENTITY Dr Belinda Paulovich Semester 01, 2018 Swinburne University of Technology School of Design Published and printed in Melbourne, Australia All rights reserved No part of this publication may be reproduced or transmitted in any form or by means, electronic or mechanical, including photography, recording or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology. Declaration of Originality Unless specifically referenced in the bibliography, the mark and all other material in this book is the original creation of the author. Copyright Agreement I agree for Swinburne University to use my project in this book for non-commercial purposes including: promoting the activities of the university or students: internal educational or administrative purposes: entry into appropriate awards, competitions: use in publications as examples of teaching projects and other related non-commercial activities to show my work in lectures and as an example for future students on line and face to face and in lectures. In some situations, this may involve repurposing the work to meet the requirement of Swinburne’s use. I agree to grant to Swinburne a worldwide, non-exclusive, irrevocable and free-offee license to use this project produced in DCO20001 in any way for non-commercial purposes.
CONTENTS Brand and Identity
7
Definitions 8 Brand Examples 9 Resturant Competitors 14 Positioning Map 15 Case Studies 16
Brand Development Brand Values Mission Statement Naming Moodboard Concepts Sketches Three Brandmark Concepts Arguement Final Brandmark Colour Developement Final Brandmark Colour Brandmark Comparation Rationale
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Brand Guidlines Spacing Minimum Scale Don’t Do Colour Pallete Typefaces
22 23 24 25 27 29 30 31 32 33 34 35
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38 39 40 41 42 43
Applications
45
References
71
Stationary Clothing Vehicle Signage Website In-Store Branding Applications Set
46 54 56 59 61 63 69
BRAND AND IDENTITY
Definitions BRANDING The development and maintenance of a brand
BRAND A company, or product, or something else, presented in ways that create an image IDENTITY The characteristics by which a brand is known IMAGE The market’s opinion about a brand BRAND MARK = LOGO A graphic mark that represents a brand LOGOTYPE = LETTER MARK A brandmark consisting of letters FIGURE MARK A brandmark consisting of one or more figure COMBINED MARK A brandmark consisting of letter/s and figure/s TRADEMARK A registered (legally protected) brandmark
REFERENCE Per Mollerup: Marks of Excellence, The history and taxonomy of trademarks
8
Brand Examples Brand mark = Logo
Blackberry
Adiddas
Apple
Audi
Nike
SkullCandy
Volkswagen
JBL
9
Brand Examples Letter Mark
Boss Hugo Boss
Home Box Office
Lenovo
Paul Smith
Microsoft
Nasa
Sony
Star Wars
P&G
10
Brand Examples Figure Mark
Deliveroo
Detroit Lion
Evernote
Ford Mustang
Rolling Stones
WWF
One Piece
Soundcloud
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Brand Examples Combined Mark
Puma
Adobe
Alienware
Lacoste
Chanel
Pepsi
Reebok
Village Cinemas
Warner Bros
12
Brand Examples Trademark
Wifi
Gnome Foundation
James Bond 007
PlayStation
Burger King
Mcdonald’s
Electric Art
Ebay
Trend Micro
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Restaurant Competitors
Jimmy Grants
San Telmo
attica
Scopri
Mamasita
Oriental Spoon
Papa Gino’s
Pappa Rich
Guzman Y Gomez
14
Positioning Map
MODERN
SIMPLE
COMPLEX
TRADITIONAL
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CASE STUDY 1 MAMASITA MAMASITA is an Mexican restaurant that is located in Melbourne, Australia. The brandmark for this resturant is more focused on Letter mark, it is designed in threedimension and black and white that is designed in Hireachy format, which makes the brandmark looks balance.
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CASE STUDY 2 SCOPRI Scopri is an Italian restaurant which is located around the corner of Carlton. The Scopri’s brandmark is combined mark which is designed in classic and traditional look. The brandmark is shown enough details about what resturant offers to its customers.
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CASE STUDY 3 The Black Toro The Black Toro is a modern Latin American restaurant which is located at Glen Waverley. This restaurant is designed with darktoned decor and a dramatic mural. The brandmark looks modern and simple, it combined with a simple figure that represents a horn of toro (bull). But, the logo is focused more on letter mark, and the others part of the name “Toro� is designed in bigger size and bold, it makes the name stand out clearly and nicely.
THE BLACK TORO
Get social
Feed me
52pp
+ DESSERT tasting plate
68pp
SNACKS Guacamole salsa fresca, tortilla chips Croquettes jalapeno & cheese, crema (2)
9 9
Scallops hervey bay, lime butter & herbed panko (2)
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Bbq Corn chipotle mayo, queso fresco (2)
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Small plates
#THEBLACKTORO
LARGE Fideos Poblano green noodles, tempura zucchini flower
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John dory bbq zucchini,chipotle sauce vierge, radicchio & herbs
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CARNE ASADA SHORTRIB aji panca, corn & bbq spring onion ACHIOTE CHICKEN quinoa, charred broccoli,
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sesame pipian
LAMB BARBACOA adobo glaze, mexican slaw,
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corn tortilla
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CRISPY PORK HOCK guajilo chilli, apple salsa verde, coconut rice
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SIDES
Kingfish ceviche aguachile verde, cucumber, salmon roe
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SALT roasted beets agave carrots, goats cheese & puffed rice
Fries chipotle mayo, queso fresco
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DIY SALMON TOSTADA kimchi, avocado, sesame & nori tostada
Cos leaf salad truffle-caper vinaigrette, manchego
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MUSHROOM EMPANADA pepper jack cheese, chimmichurri (3/5)
Coconut rice
15/25
Prawn quesadilla jalapeno mayo, frisee & radish (4)
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EGGPLANT TAQUITO guajilo togarashi, lemon yoghurt (2)
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tortilla
10 8 6 4
SWEET STUFF
Toro fried chicken RIBS chipotle 5-spice, habanero mayo
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Peanut butter cheesecake honeycomb & chocolate
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Wagyu Sliders bacon, onions, ketchup, cheese & pickles (2)
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Chocolate MARQUIS hazelnut, salted caramel popcorn, vanilla ice cream
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SPICY PULLED PORK TACO corn tortilla, cabbage & sour cream (2)
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Dulce pinata raspberry sorbet, berries, coconut whip
13
SOFT SHELL CRAB TACO corn tortilla. spicy mayo, slaw & lime (2)
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Tres leches chamomile soaked fruits
14
POTATO TLAYUDA frijoles, bacon, cheese, yuzukosho crema
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Tasting plate
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BRAND DEVELOPMENT
Brand Values TRADITIONAL
Authentic Mexican style and traditional taste. It brings out the mexican original taste and traditional atmosphere.
WELCOME
Our Restaurant welcome to all kind of customers, include both truly Mexican or “Non-Mexican” customers, we provide the same experience
HIGH QUALITY
Our restaurant will provide the highest quality food possible to our customers
FRESH
Our food is made on the spot using only the freshest and best ingredients we can find.
UNIQUE
Our restaurant will provide an unique experience with our traditional and cultural atmosphere to the customers, that there are no others provide the same experiences.
CONSISTENCY
Our restuarant are willing to maintain our standards of quality day to day and year to year
INNOVATIVE
Our restaurant will be always one step ahead in order to make our customers’ experience even better
CUSTOMER CONNECTION
Our customers are all unique individuals, we value and respect them and give the best service yet to everyone
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Mission Statement Our restaurant is a truly mexican fine restuarant, aims to provide the authentic feel and look of mexican style and traditional taste to all those who love to try and experience the Mexican lifestyle. Our target market will be focused on people who love to have a night out with family and friends for a high quality dinner with a traditional feel. The restaurant will serve the high quality Mexican food and very freshy food to the customers’ table. Also, we are willing to provide our customers the best experience yet in our restaurant. Our chefs and staffs have a lot of experiences for years in cooking and serve, so we gurantee that our restaurant will provide the best service and food to everyone who come through our doors.
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Moodboard
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Naming Poco’s Miguel’s Zapata’s Costilla’s Diaz’s Villa’s Juarez’s Buenas Noches’s Jos’ Amigos’ Guey’s El Toro = the bull Mexoma = Mexico / Aroma Mex-taco = Mexico / Taco Tac-xican Taco Tuesday Uno Taco Taco Studio Taco Lab Taco Loca = crazy taco Taco Angel Tic-Taco Taco Diary Taco Love Food Studio Delicioso The Spicy Mexican The Spicy Hour El Picante’ = spicy El Picanto Hola Mexico = hello mexico Mexican fiesta
Loco Restaurant el sabor de méxico = the Taste of Mexico Sabroso = tasty Mama feast Mama fiesta señor chef Ma’ guitar – Food and Music The Maraca’ Master chef’s son – Mexican Food – Cater Me! Feed Me! One more! The Sombrero Mexican Hotbox El Puerto = The Dock La Hoja = The Leaf El Gallow’s Mexica Grill El Freshico La Coral Restaurante´
MEXOMA MEXOMA is the combination of the words Mexico and Aroma in order to create an abstract and creative name. Aroma is about the smell of the food. I found the name truely represent Mexico, its food and its people. Using Mexico in the name allows the customer to associate the Mexican tradition to the experience.
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Concept Sketches
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Concept Sketches
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Final Three Brandmarks
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Arguement I chose the first brandmark concept to be my final brandmark. The reason why I chose this one because It stood out the most among others options. I think it symbolised a distinctive restuarant brandmark more than others using the fork and knife as figure mark. It has been designed in the Mexican traditional style and best reflects my main brand values. The second brandmark is also inspried from Mexican traditional art, but I think it is not good enough to represent a fine restaurant. The overall look of this brandmark is not aligned to my main brand value and seems more modern than traditional. The third option is also my favourite one too, however the brandmark itself looks simple compared with the other options and it doesn’t draw out the sense and feel as a restaurant brand.
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Final Brandmark
The final brandmark has been refined based on the concept that I chose. I used the figure mark as a letter “X”, and merged with the letter mark, also I have changed the typeface to make it look more in the sense of traditional to compare with the previous typeface that I used. Therefore, the letter mark and figure mark has merged together and read as “MEXOMA”.
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Colour Development
32
Brandmark Colour Final
33
Brandmark Comparison
Caguamas
Mamasita
El Trebol
Tequila
Mexoma
Su Casa
La Tortilleria
Taco Bill
El Sabor by El Cielo
34
Rationale The final brandmark has been refined based on the concept that I chose. The brandmark is inspired from Mexican traditional art or symbol. I used the objects that symbolised as a restaurant brand the most, which are the fork and knife. The logotype is designed in Mexican traditional style with the fork and knife attached to the spirals at the bottom sides of objects which are inspired from Mexican traditional art. Moreover, I used the figure mark as a typeface which is the letter “X”, and merged with the brand name which it was read as “MEXOMA”. This is a creative way to make the brandmark stand out, where the consumers can see the brandmark and the name in the one representation. The typeface used is the Mexican traditional style which inspired from the mayan temple that locate in Mexico and also the typeface and the brandmark is designed in similar style.
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BRAND GUIDELINES
Brand Guidelines SPACING
The brandmark should always have a minimum amount space around its borders The spacing should be at least the height of the figure mark (fork and knife) from the brandmark.
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Brand Guidelines MINIMUM SCALE
ME OMA W: 50 mm
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H: 13 mm
Brand Integrity DON’T
ME OMA ME OMA ME
OMA
Do not stretch the brand mark
Do not turn the figure mark upside down
Do not change the scale of brandmark elements too big from each other (figure mark and letter mark)
Do not seperate the knife and fork, and use them individually
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Brand Integrity DO Logo could be turned to different angles for applications
The figure mark could be changed to green colour for applications design (eg. red coasters and green coasters)
Crop the logo when it necessary, and use it as brand extension.
ME OMA
Change the logo to all white (or Black) when necessary, in order to contrast with background.
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Colour Pallete #bd202e
#026938
C: 18%, M: 100%, Y: 91%, K: 8% Red will be used for the figure mark, and used it as the main colour for representing the whole brand
C: 90%, M: 33%, Y: 98%, K: 26% Green will be used for letter mark or some headings
#000000 C: 0%, M: 0%, Y: 0%, K: 100%
Black could be used for logo if it is printed on white background
C: 0%, M: 0%, Y: 0%, K: 0%
Logo could be turned to white if it is placed on colours or dark background, and also, white colour will go along with the main colour Red to represent the whole branding
Reversed colour
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Typefaces Mayan Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz To be used for the letter mark, the name of the restaurant “Mexoma” and could be used in applications design.
Frutiger 75 Black Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz To be used for tag line, “Fine Mexican Restaurant”, and could be used for all headings and sub headings
Amigo Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz It could be used for body text in the applications, like Menu, envelopes and more
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APPLICATIONS
Stationary LETTERHEAD
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TAX INVOICE
48
BUSINESS CARD
50
EMAIL SIGNATURE
51
ENVELOPES
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NOTE PAD
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Clothing POLO SHIRTS
54
LONG SLEEVE SHIRTS
55
BOW TIE
56
Vehicle
57
58
59
Signage FRONT SIGNAGE
60
WINDOW SIGNAGE
61
Website
62
63
In-Store Branding RED COASTERS
64
GREEN COASTERS
65
MENU
66
APRON
68
TAKE-AWAY BAG
69
Applications Set
70
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References PART 1
https://www.arnauurbanstyle.com/fabricantes/reeboklogo-antiguo-antilope-reasonwhy-es_/
DEFINITIONS Per Mollerup: Marks of Excellence, The history and taxonomy of trademarks
https://www.communityrun.org/petitions/get-villagecinemas-to-return-price-of-classic-combo-back-20-from-25 http://warnerbroscartoons.wikia.com/wiki/File:Wb_Logo/
BRAND EXAMPLES http://www.brandsoftheworld.com/logo/blackberry-7 https://www.famouslogos.us/adidas-logo/
POSITIONING MAP AND CASE STUDIES https://www.mamasita.com.au/#home/about http://scopri.com.au/ http://theblacktoro.com.au/ http://www.papaginos.com.au/ https://jimmygrants.com.au/ http://santelmo.com.au/ http://dearbabette.com/en/2015/11/30/review-guzmany-gomez-star-vista/
https://www.freepik.com/free-icon/apple-logo_748451.html
http://www.carlogos.org/Car-Logos/Audi-logo.html http://1000logos.net/nike-logo/ http://www.brandsoftheworld.com/logo/skullcandy-0 https://www.pinterest.com.au/ pin/415879346820844526/ http://www.brandsoftheworld.com/logo/jbl http://umsu.ca/businesses/umcycle/facebookiconblack/ https://freebiesupply.com/logos/hugo-boss-logo/ https://commons.wikimedia.org/wiki/File:HBO_logo.svg https://www.ntskala.com/lenovo-logo-black/ http://www.parismarais.com/en/shopping-guide/men-sfashion/paul-smith-marais.html http://adramena.org/donor/microsoft/ https://4vector.com/free-vector/nasa-logo-90636 https://dwglogo.com/sony-logo/ https://logos-download.com/9730-star-wars-logodownload.html http://www.africansalescompany.co.za/brands-andsuppliers/suppliers/procter-gamble-south-africa/ http://www.themediananny.nl/portfolio/deliveroo/ deliveroo-logo/ https://freebiesupply.com/logos/detroit-lions-logo/ https://www.iconsdb.com/black-icons/evernote-icon.html
PART 2 MOODBOARD https://rocketrockclub.com/5-de-mayo/ http://www.ramonas.com/mexican-independence-dayfacts-food-tradition/ https://www.youtube.com/watch?v=C-T100dNZXA http://www.thenews-today.info/goog/authenticmexican-food-menu.html https://pxhere.com/cs/photo/197065 https://www.indoclubbing.com/magazine/2750/bestmexican-bars-restos-in-jakarta-2017-edition http://www.katiescucina.com/2014/02/foodie-travelsantojitos-authentic-mexican-food/ https://lolleroll.com/2016/11/30/mamasitas-cantinacasual-fun-mexican-food/ https://logatfer.blog/2014/11/15/mexican-corn-culture/ https://tequilarestaurant.com.au/ NAMING 130 Catchy Spanish Restaurant name ideas, https://www. forketers.com/offline-marketing/spanish-restaurantname-ideas/1876/
http://george-littlerock.org/wp-content/ uploads/2014/08/B-W-Running-Mustang-1024x585.jpg https://freebiesupply.com/logos/the-rolling-stonestongue-logo/ https://www.freepik.com/free-icon/twitter-logo_748853.html
http://logok.org/wwf-logo/ https://www.iconsdb.com/black-icons/soundcloud-icon.html
https://ru.pngtree.com/freepng/puma-puma-vectorlogo_89928.html https://freebiesupply.com/logos/adobe-logo/ http://www.brandsoftheworld.com/logo/alienware-0 https://freebiesupply.com/logos/lacoste-logo/ https://irockdecals.com/chanel-logo-vinyl-decal-sticker/ https://mymetalbusinesscard.com/blog/clients/pepsi/
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PART 3 TYPEFACES Amigo | www.dafont.com Mayan | www.dafont.com Frutiger LT Std 75 Black | Swinburne’s Universal Type Client
APPLICATION MOCKUPS STATIONERY https://www.mockupworld.co/free/set-of-a4-paper-mockups/ https://graphicburger.com/a4-paper-psd-mockup/ https://creativebooster.net/products/2-free-business-card-mockups https://www.graphicsegg.com/notepad-psd-mockup-free/ https://www.vectorstock.com/royalty-free-vector/envelope-frontand-back-mockup-template-vector-15586439 email signature (Author own), screen shot from email application CLOTHING http://graphicgoogle.com/download/free-man-wearing-polo-t-shirtmockup/ http://www.hm.com/us/product/22125?article=22125-A https://graphicriver.net/item/bow-tie-mockup/20412952 VECHICLE https://graphicburger.com/panel-van-mockup-psd-6-angles/ SIGNAGE http://freegoodiesfordesigners.blogspot.com.au/2014/07/freemockup-of-vintage-framed-swing-sign.html https://graphicburger.com/window-signage-mockup-2/ IN-STORE BRANDING https://mockups-design.com/free-round-coaster-mockup/ http://www.inventlayout.com/invent/post/free-apple-imac-psd-layers-mockup-664.aspx https://creativemarket.com/a.slowik/289400-Mockup-Apron https://www.pixeden.com/psd-mock-up-templates/psd-clipboard-stationery-mockup https://graphicburger.com/brown-paper-bag-mockup/
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