BRAND IDENTITY STANDARDS How to use the RAPP brand to maintain a cohesive identity within all mediums of visual communication
BRAND IDENTITY STANDARDS GUIDE OUR BRAND IS OUR MOST VALUABLE ASSET IN VISUAL COMMUNICATIONS. The consistent application of a brand identity is crucial. Our brand supports the message we carry. When used correctly and consistently, our brand is a tool that insures and reinforces the RAPP brand. This Brand Identity Standards Guide contains constraints & rules as well as examples for maintaining the RAPP identity in all aspects of visual communications. This guide provides strategic assistane on any branding usage or applications that will utilize the RAPP brand.
THE BRAND
BRAND OVERVIEW Our Mission & Brand Values
Mission Statement
As a full service IT company, we pride ourselves in having provided excellent service to our clients. We are driven by the integrity we have of delivering great service. Our new Restaurant Application gives customers an interactive experience while dining at restaurants. Our goal with the RAPP application helps restaurants do what they do best, provide excellent meals and service.
SMART & SIMPLE /
Value Statement
SERVICE /
TECHNOLOGY / MODERN / EXPERT /
INNOVATIVE /
PERSONAL / UNIQUE /
EXPERIENCE / ULTIMATE /
EFFECTIVE /
ENGAGING / RESTAURANT / SOCIAL /
PRACTICAL /
INTERACTIVE /
BOLD /
NEW / TRANSFORMED / ELITE / AUTOMATION
THE LOGO
OUR LOGO
Using our logo correctly & consistently
Sizes The RAPP logo can be scaled up or down to any size, as long as the proportions are constrained and the logo maintains it’s correct aspect ratio.
Limits & Padding The logo should always have room to breathe. Maintain a “safe” are equal to the height of the “APP” in the logo around all four sides of the logo with visually equal padding. Use these spacing limits when scaling the logo up or down.
File Types
Digital files with a .pdf or .AI extension should be used for printed materials. Digital files with a .png or .jpeg should be used for on-screen viewing. Before sending artwork to a vendor, consult with them for their preferred file formats prior to production.
CLASSIC LOGO FULL COLOR ALL BLACK
ALTERNATE LOGO ON BLACK FULL COLOR
ALL WHITE
INCORRECT LOGO USE How NOT to use our logo
DO NOT CHANGE WAITER POSITION
DO NOT ANGLE OR ROTATE
DO NOT STRETCH
DO NOT REVERSE CLASSIC/ALTERNATE COLORS
THE TYPE
SANS SERIF TYPOGRAPHY Sans Serif logo & headlines
Arial Black
AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 1 2 3 4 5 6 7 8 9 0
Italic A in RAPP
A
SANS SERIF TYPOGRAPHY Sans Serif body text
Arial Regular
AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 1 2 3 4 5 6 7 8 9 0
Arial Italic
AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 1 2 3 4 5 6 7 8 9 0
THE COLORS
PRIMARY COLORS These colors are RAPP’s communications palette for all mediums
RAPP RED
Pantone 484C WEB #88181a 100% tint C 28 M 99 Y 99 K 32
RAPP BLUE
Pantone 660C WEB #3c68b1 100% tint C 82 M 61 Y 1 K 0
RAPP BLACK
Pantone 426C WEB #080909 100% tint C 75 M 67 Y 66 K 86
ALTERNATE COLORS
These colors are RAPP’s alternate communications palette for all mediums on black
RAPP RED
Pantone 1797C WEB #bf212e 100% tint C 18 M 99 Y 91 K 7
RAPP BLUE
Pantone 298C WEB #20a8e0 100% tint C 71 M 16 Y 0 K 0
RAPP WHITE Pantone 7541C WEB #fdfdfe 100% tint C1M0Y0K0
THE COLLATERAL
LETTERHEAD Standard Communication Front
Back
WWW.RESTAURANTAPP.ME
BUSINESS CARDS Standard Communication Front
Back EJ John Erickson DirectorofProgramManagement ejjohne@itsoft.com 425-296-7410
restaurantapp.me itsoft.com
Business Cards should be standard sizing: 3.5” x 2”
THAT’S A RAPP! STILL HAVE QUESTIONS? check out our website : restaurantapp.me give us a call : 4 2 5 - 2 9 6 - 7 4 1 0