BRAND GUIDELINES MANUAL 1
mission statement Pianeta Ciambella is a company that focuses on bringing many different, unorthodox flavors and types of donuts to the Testaccio neighborhood in Rome, Italy. The main aspects of Testaccio include their love for food, culture, and art. Pianeta Ciambella is a new kind of food venue that is family-friendly, affordable, and perfect to sit down and get away from the bustle of Rome or grab a snack to go. The Outer Space theme is a wild card for the Testaccio area, but fits into the bright colors and atmosphere of the neighborhood. Pianeta Ciambella’s design standards operate on the three principles of playful, colorful, and energetic.
playful colorful energetic
table of contents brand usage
Primary Logo.................................................................... 2 Black & White Logo....................................................... 3 Secondary Logo & Logo Usage................................. 4 Logo Grid & Safe Space............................................... 5 Primary Logo....................................................... 5 Secondary Logo................................................. 6 & 7 Identity Typefaces.......................................................... 8 Web Typefaces................................................... 9 Color Palette..................................................................... 10 & 11 Approved Usage of Identity....................................... 12 Color Usage....................................................................... 13 Unacceptable Usage of Identity................................ 14 Secondary Graphics....................................................... 15 Photographic Treatment.............................................. 16
applications
Stationery Design........................................................... 17 – 20 Web/Interactive Design................................................ 21 – 25 Packaging Design........................................................... 26 – 28 Facade Design................................................................. 29 Interior Design.................................................................. 30 & 31 Poster Design................................................................... 32 Menu Design..................................................................... 33 & 34
brand usage To maintain identity and integrity, the brand of Pianeta Ciambella must be used according to the guidelines presented in this manual. Each use of the Brand requires the prior approval of the Pianeta Ciambella brand management office. You may contact the office via email at brand@pianetaciambel.la or by calling 1-800-752-8590. The updated policy guidelines with regard to the use of the Brand are set out below. The Uses Basic policies relating to the Brand:
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It cannot be altered, taken over by, or incorporated into the logos of other organizations.
It must abide by standards that are presented in this manual.
In order to protect identity and to achieve recognition and long-term acceptance of the Brand, it must be used consistently.
The Brand is not simply a design feature, to be changed for creative or other reasons. And, it is not something to be simply added to a completed design. It should be considered an integral part of a design from the outset, and be used in a proper manner. There is already flexibility in the specifications to allow it to be used in different situations. These guidelines will help you reproduce the Pianeta Ciambella identity with care, precision, and consistency. This manual will cover the design features of the Brand. It also includes detailed information on color, size, and how to and how not to use the Brand. These guidelines are to assist you in drafting designs in the most correct manner. Approval is still required from the Pianeta Ciambella brand management office for the use of the Brand in the first instance, and for the final design. Please read this entire document before starting any work that displays the Brand.
PRIMARY LOGO
Pianeta Ciambella Signature
Logomark
Wordmark
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BLACK & WHITE LOGO
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SECONDARY LOGO & LOGO USAGE
The Pianeta Ciambella brand is represented using both the primary identity as well as the secondary identity featuring only the logomark. Pianeta Ciambella’s primary signature is only produced in a horizontal format, so in cases where a vertical or square version is needed, use only the secondary logomark. Both versions are a unique piece of artwork — the logomark must never be recreated, the logotype must never be reset, and the proportions must never be changed between the mark and the type. (See proportions & grids on the next page.) Only the approved digital files can be used. These can be obtained from the Pianeta Ciambella brand management office.
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LOGO GRID & SAFE SPACE—PRIMARY LOGO
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x
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* Minimum size of mark = 0.5in in height
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LOGO GRID—SECONDARY LOGO
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LOGO SAFE SPACE—SECONDARY LOGO
Always maintain the minimum clear space around the Pianeta Ciambella signature to preserve its integrity. To maintain visual clarity and to provide maximum impact, the signature must never appear to be linked to or crowded by copy, photographs, patterns, or graphic elements. The minimum clear space must never differ proportionally from the diagrams demonstrated on these pages. The clear space for the Pianeta Ciambella brand is X. For the main signature, X is set at the x-height of the word “ciambella.” In the secondary signature, X is set at the radius of the logo.
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2x
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IDENTITY TYPEFACES
Rockwell Std // Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 - !@#$%^&*()_+=[]{}
Rockwell Std // Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 - !@#$%^&*()_+=[]{}
Gotham Rounded // Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 - !@#$%^&*()_+=[]{}
Rockwell Std is the main Brand typeface for Pianeta Ciambella, and will be used throughout headlines, main callout text, and auxiliary materials. Should use a minimum tracking of 25 to space slab serifs. Headlines will be set in all lowercase to resemble the type treatment in the primary signature identity. Gotham Rounded is the main copy typeface for Pianeta Ciambella. It is easily read at smaller sizes and more comfortable for extended reading. The round geometry is complementary to the shape of the logomark. In a body copy setting, type will be set at 11pt with 15pt leading, unless there are extenuating circumstances which require different settings. Different usage requires the approval of the Pianeta Ciambella brand management office.
Gotham Rounded // Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 - !@#$%^&*()_+=[]{}
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WEB TYPEFACES
Due to web licensing laws, slightly different typefaces will be used on the Pianeta Ciambella website and any promotional pop-up sites. Rockwell & Gotham Rounded may still be used in any images or artwork uploaded to the Internet, but may not be hosted as typefaces. In their place, Museo Slab & Museo Sans Rounded will be used with the same guidelines for headline and copy usage. These webfonts were designed by Exljbris Font Foundry are hosted through Typekit. Museo Slab may be used for call to action and headline text. It may not appear smaller than 32px. Museo Sans Rounded should be used for paragraph copy at a font-weight of “300� (this is due to rendering on Safari; a smaller weight is unreadable) with a font-size of 16px and a line-height of 24px. The regular identity typefaces may be used on all material uploaded to social media sites.
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COLOR PALETTE
The Pianeta Ciambella color palette is inspired by bright, fresh colors that convey a youthful and colorful spirit. The primary identity color of Pianeta Ciambella is Pantone 806 U, which is a rich pink that is reminiscent of an iconic pink frosted sprinkled donut. It may be referenced throughout the manual as simply “pink.� The other primary identity colors are Pantone Medium Yellow and Pantone 275 U, which will be supporting and upholding the brand. Secondary identity colors are Pantone 374 U, Pantone 333 U, and Pantone 158 U. These will not be displayed in a primary capacity but will be used for callouts, accents, and in the sprinkle pattern. Colors may be combined in a gradient for usage such as poster elements and online link backgrounds, as seen in the Applications section of the manual. Some examples of gradients are displayed on the right.
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PANTONE 806 U
PANTONE 275 U
CMYK: 0/84/0/0 RGB: 255/72/176 HEX: #EF509D
CMYK: 72/72/26/8 RGB: 94/85/129 HEX: #5E5581
PANTONE MEDIUM YELLOW
PANTONE 333 U
CMYK: 0/9/99/0 RGB: 255/226/0 HEX: #FFE200
CMYK: 70/0/41/0 RGB: 0/207/181 HEX: #00CFB5
PANTONE 374 U
PANTONE 158 U
CMYK: 39/0/81/0 RGB: 163/227/94 HEX: #A3E35E
CMYK: 0/63/76/0 RGB: 246/125/75 HEX: #F67D4B
APPROVED USAGE of IDENTITY
Using the approved file for the primary identity — color, proportion, mark, orientation, and typefaces are correct.
Using contrast and the correct safe space to prevent the background graphics from interfering with the signature ID.
The smallest acceptable size for the identity to be displayed in.
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COLOR USAGE
On the left, the identity has been mocked up on every color combination involving the color palette. Do not use the color combinations that have been removed with a red slash — these have been rejected due to problems with contrast and vibrating colors. The main preferred usage of the identity is pink & yellow.
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UNACCEPTABLE USAGE
From top to bottom, left to right: Do not stretch, squeeze, or otherwise deform the identity. Do not use a a color that is not in the identity color palette. Do not use more than one color in the identity. Do not use an unapproved typeface. Do not rotate, flip, or otherwise transform the mark. Do not change the proportions. Do not display the mark on a busy background or break the set safe zone. Do not use color combinations that are unapproved and do not contrast well.
PI AN ET A
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SECONDARY GRAPHICS The main secondary graphic for Pianeta Ciambella is the sprinkle pattern that utilizes the full color palette.
A small symbol set has been created for any application that should require it (i.e. menu or packaging).
Usage of the 3D donut artwork in promotional materials such as posters, promo packaging, and short-term promotions is allowed. New promotional artwork will be released on a quarterly basis and is available from the Pianeta Ciambella brand management office.
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PHOTOGRAPHIC IMAGES
Any images of space may be used from the open collection of public domain images from NASA. Usage of these must follow the Media Usage Guidelines from NASA, located at http://www.nasa.gov/ multimedia/guidelines/index.html.
Further imagery for Pianeta Ciambella can be used in advertising, social media posts, posters, and more. Photography is expected to feature a ciambella in the shot. Bright colors are preferred. Photography must be pre-approved by the Pianeta Ciambella brand management office.
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STATIONERY SYSTEM
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The Pianeta Ciambella stationery system is comprised of four main items: the invoice, the letterhead, the business card, and the envelope. Any further printed stationery items should follow the basic proportions, grids, colors, patterns, and sizes used in these examples.
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The Pianeta Ciambella stationery system is comprised of four main items: the invoice, the letterhead, the business card, and the envelope. Any further printed stationery items should follow the basic proportions, colors, patterns, and sizes used in these examples. All stationery is built on a six-column grid.
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WEB & INTERACTIVE
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Pianeta Ciambella has a fully responsive and modern website that conveys the spirit and tone of the company through bright colors, creative visuals, and entertaining user interaction. Further web endeavors, such as small pop-up promotion sites and e-mail blasts should take note of certain features of the main website. Currently the website’s main purpose is to provide information about Pianeta Ciambella such as location, company culture, a menu, and a contact area. Take special note of the interactive particle logo feature on the Pianeta Ciambella website. It serves multiple purposes— creating user engagement with the site, representing the rocket blasting through the donut, and the particles as sprinkles. It is a fun way to create visual interest and provide a lasting impression. Only available on the desktop site. Other examples of user interaction upon hover are displayed on the right. Social media should follow all design and brand voice guidelines presented. 23
Pianeta Ciambella’s main website is built on a 12-column grid using Bootstrap as a framework. Using this twelve column grid, sizing for individual items is set on a screen-size basis. For example, the “Contact” block is always set to take up the full 12 columns. However, the text and form are each set to be displayed over 4 columns while viewing on medium/large screens (monitors/laptops), 6 columns on a small screen (tablet), and the full 12 columns on extra-small screens (mobile phones.) The backend of this website is run through Wordpress, and content can be managed with an administrator account.
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PACKAGING
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The main packaging for Pianeta Ciambella is comprised of togo beverage cups and donut boxes. The three main drink sizes— small, medium, and large—share the same sleeve design but are differentiated by bands of color. The two donut boxes are the same size but offer two versions for variety and promotional purposes.
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Above: the patterns and fold lines for Pianeta Ciambella donut boxes
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STORE FAÇADE
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STORE INTERIOR
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The poster for Pianeta Ciambella is one of many potential promotional posters. Promotional posters will be released on a quarterly basis in order to generate interest and additional revenue, partnering with other companies when necessary— such as the Museum of Contemporary Art, for example. Partner companies logos will be displayed alongside the Pianeta Ciambella logo but must be no larger. Promotional work must follow all guidelines presented in the corporate manual and must be approved by the Pianeta Ciambella brand management office.
CIAMBELLE SONO ARTE. Pianeta Ciambella è situato di fronte al MACRO Testaccio. Visitare le mostre lÏ, poi vedere come le nostre ciambelle confrontare. Promettiamo ai nostri gusti sono fuori di questo mondo. Via Galvani, 77, 00153 Roma
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The menu for Pianeta Ciambella is designed to be able to be displayed both in full format and while folded in half. On a wall, the menu shall be displayed at full width, such as while outside the shop and inside by the counter. To-go menus will be folded in half.
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The menu is designed on a six-column grid that features many parts of the Pianeta Ciambella brand — the full logomark, product symbolset, and secondary sprinkle graphics. It is important that the brand is large and visible on menu. With the expansion of Pianeta Ciambella, a second page may be added to display additional menu items.
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Pianeta Ciambella | Via Galvani 77 | 00153 Roma, Italy | +39 310 3985098 | http://pianetaciambel.la 37