Slam by richelle rolli

A BRAND BOOK THE SLAM COMPANY

2ABOUT 3KEY WORDS & ELEMENTS 4LOGOTYPE 5COLOR PALETTE 6TYPOGRAPHY 7IMAGERY 8IDENTITY & STATIONERY 9IDENTITY & STATIONERY 10UNIFORM 11TRANSPORTATION 12MENU 13MENU 14PACKAGING

Slam3 -verb To paint an extremely conspicuous or dangerous location.

Slam began in early 2007 when high school graduates and best friends Amy Travers and Richelle Rolli moved to the big city of Chicago. Both art students at Columbia College Chicago, they were constantly bombarded with a multitude of art in all different forms. They also were plagued with being poor college students who were hungry between classes for a cheap delicious bite of food that was as fast and on the go as their busy schedules were. After months of brain storming, they came up with their idea: a food truck based on an art form. It was to be dedicated to that yummy on the go bite menu they had so been craving but were unable to find in the current market. Slam is a sandwich truck on the go that revolves around the illustrious art of graffiti. By combing a street art with a product sold on the street, the two create quite the combination. Each sandwich is designed by every individual customer and we provide the “meat and bones”. Graffiti is an art form based on each individual artist and it is an independent act based on a particular persons design style. This correlates with the idea of “sandwiches by their own design”. Nothing is better than having a product made to reach a customers direct needs and that is where Slam steps in and takes the reigns.

FRESH

ALTERNATIVE CREATIVE

White type on a black or solid color background from the palette.

Black type on a white or solid color background from the palette.

The color palette consists of nine basic colors. They are simple and relateable. By keeping them flat and clean, they donâ&#x20AC;&#x2122;t take away from the brand but add another cohesive element. They contrast well against the images of graffiti but are not intrusive because some or all are present in the actual graffiti pieces.

1 2 3

White type on a black or solid color from the palette circle shape.

Black type on a white or solid color from the palette circle shape.

There are only four ways to use the Slam logo. We like to keep it simple and clean. This way when used on images of graffiti, the customer can still read our logo. As well, it creates a cohesion in our brand in color and typeface.

Pantone 254 EC C 250 M 100 Y 0 K 0 R 146 G 39 B 143

Pantone 3272 EC C 80 M 10 Y 45 K 0 R 0 G 167 B 157

Pantone 272 EC C 59 M 55 Y 0 K 0 R 118 G 119 B 184

Pantone 179 EC C 0 M 90 Y 85 K 0 R 239 G 65 B 54

Pantone 1378 EC C 0 M 50 Y 100 K 0 R 247 G 148 B 30

Pantone 485 EC C 0 M 100 Y 100 K 0 R 237 G 28 B 36

Pantone 375 EC C 50 M 0 Y 100 K 0 R 141 G 198 B 63

They are all used continually throughout the brand and should be used only as they are. No gradients, shading, or patterns should be applied.

Pantone 5797 EC C 20 M 0 Y 100 K 0 R 215 G 223 B 35

Pantone 319 EC C 58 M 0 Y 16 K 0 R 91 G 199 B 214

There are three typeface options that can be used throughout all aspects of the company including but not limited to business cards, letterhead, menu, etc. The typeface choice was based on the idea of keeping the brand fresh and clean. The graffiti is colorful and overly designed. By using clean and simpified type, it tones down the use of color and graffiti graphics while also making it easier for the customer to read up close and from afar.

Helvetica Regular

Helvetica Bold

Graffiti imagery is important because it will alter the way Slam is portrayed to customers. We want clean images that reflect a positive vibe about and towards graffiti. The images must be vibrant and use bright colors that reflect some or all of the color palette. Type and image is both acceptable as long as appropriate to the message and audience. It will be seen by all ages.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue Condensed Blod ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Each letterhead will include the name of the person being addressed, the signature of the employee sending the letter, and the sender’s printed name along with their position in the company. 603 852 6165

1300 NORTH MILWAUKEE AVENUE CHICAGO ILLINOIS 60622

AMY TRAVERS 45 WOODBURN STREET KEENE, NEW HAMPSHIRE 03431

603 852 6165

1300 NORTH MILWAUKEE AVENUE CHICAGO ILLINOIS 60622

SANDWICHS BY YOUR OWN DESIGN.

The envelopes must be sealed with the Slam slogan sticker. This reemphasizes the message we want to send. The back of the business card. employee name phone number complete address

The front of the business card.

RICHELLE ROLLI 603 852 6165 1300 NORTH MILWAUKEE AVENUE CHICAGO ILLINOIS 60622

Dear Customer, Here is the background company information you inquired about. Slam began in early 2007 when high school graduates and best friends Amy Travers and Richelle Rolli moved to the big city of Chicago. Both artstudents at Columbia College Chicago, they were constantly bombarded with a multitude of art in all different forms. They also were plagued with being poor college students who were hungry between classes for a quick delicious bite of food that was as fast and on the go as their busy schedules were. After months of brain storming, they came up with the idea of a food truck based on an art form. It was to be dedicated to that yummy on the go bite menu they had so been craving but were unable to find in the current market. Slam is a sandwich truck on the go that revolves around the illustrious art of graffiti. By combing a street art with a product sold on the street, the two create quite the combination. Each sandwich is designed by every individual customer and we provide the “meat”. Graffiti is an art form based on each individual artist and even though some may claim themselves to be a part of groups of other artists with the same goals, it is still an independent act and based on a particular persons design style. This correlates with the idea of “sandwiches by their own design”. Nothing is better than having a product made to reach a customers direct needs and that is where Slam steps in and takes the reigns.

Amy Travers Amy Travers Co-President

The Slam truck is simply designed and adorned with a large version of the logo among our signature graffiti arrows. The door also carries our Slam slogan sticker in order to reinforce to customers that we make a product to mee their desires. The menu is on the opposing side of the logo and is complimented with two colors on thevalance from our palette to reinforce our design aesthetic.

Richelle

The uniform consists of one shirt design as seen above. Every employees names will be handwriten on the colored circled, which is placed on the front upper right hand breast. This color can be one of the nine choices from the color palette. The t-shirt uniforms are kept simple and clean in order to promote the logo and the brand. With less distractions, it will allow the audience to read the message clearly that we are trying to promote.

SANDWICHS BY YOUR OWN DESIGN.

Make your choice of cold cut and then begin to create your own delicious work of art from there.

BREADS& COLD CUTS WRAPS turkey ham chicken roast beef bologna salami

whole wheat loaf white load rye loaf whole wheat wrap white wrap tomatoe wrap spinach wrap

FRESH VEGETABLES CHEESE lettuce tomato cucumber red pepper green pepper black olives red onion

american cheddar swiss colby jack mozzarella

HOMEMADE CONDIMENTS SODA mayonaise yellow mustard dijon mustard honey mustard ranch barbecue

grape root beer orange cola cream

The Slam car is completey covered with our graffiti image and then adorned with our logo on the driver side door. This is another way for the customer to reinforce our signature image with the brand no matter where we are taken in the city.

$6 $6

BREADS& COLD CUTS WRAPS whole wheat loaf white load rye loaf whole wheat wrap white wrap tomatoe wrap spinach wrap

mayonaise yellow mustard dijon mustard honey mustard ranch barbecue

BREADS& WRAPS whole wheat loaf white load rye loaf whole wheat wrap white wrap tomatoe wrap spinach wrap

CHEESE american cheddar swiss colby jack mozzarella

HOMEMADE SODA grape root beer orange cola cream

$1 CUP / NO FREE REFILLS

american cheddar swiss colby jack mozzarella

HOMEMADE CONDIMENTS SODA

CONDIMENTS

FRESH VEGETABLES CHEESE lettuce tomato cucumber red pepper green pepper black olives red onion

turkey ham chicken roast beef bologna salami

lettucs tomato cucumber red pepper green pepper black olives red onion

Make your choice of cold cut and then begin to create your own delicious work of art from there.

turkey ham chicken roast beef bologna salami

COLD CUTS

FRESH VEGETABLES

$1 CUP / NO FREE REFILLS

The menu for Slam is simple and easy, Each customer makes their own sandwich based on the options we have decided upon. By giving a variety of products, each customer can make a meal based on their favorite products.

Make your choice of cold cut and then begin to create your own delicious work of art from there.

grape root beer orange cola cream

Both menuâ&#x20AC;&#x2122;s are simple replicas of one another. One is for the side of the truck and the other is a to go menu for those customers on the go and want to know what they want to order by the time we arrive.

There are two options for the to go containers. One is based on the Slam logo and the other based on the color palette and repeated circle image we have associated with the slogan. Each is a SANDWICHS BY YOUR OWN cardboard box which fits DESIGN. all sandwiches and wraps and then is sealed with the Slam slogan stickers.

SANDWICHS BY YOUR OWN DESIGN.

SANDWICHS BY YOUR OWN DESIGN. SANDWICHS BY YOUR OWN DESIGN.

Sandwiches by your own design.

SANDWICHS BY YOUR OWN DESIGN.

The black Slam bag is used when customers need something a little more sturdy to carry around their orders in, especially those avid city go-ers. It is a much easier way to grab a bite to go. They are also sealed with the Slam slogan sticker. This is another way to reassure the customers we are making a product specifically for their needs.

The to go cups are for our homemade soda. The cups are kept the same for each flavor in order to keep reinforcing the brand with a specific design. As well, potential customers can better relate Slam with our tasty homemade sodas.