STYLE GUIDE BRAND IDENTITY
TABLE OF CONTENTS This is a guide to the basic elements that make up VIVA LA LuCHA! Take a look, this will help you get to know our brand much better. You will learn our language and brand methodology, and become an expert in everything VIVA LA LuCHA!
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The Brand
05
History of Lucha Libre
06
Gastronomy of Mexican Cuisine
08
The Concept
12
Logotype & Symbol
22
Typography & Color Palette
30
Language & Slogans
34
Stationery
42
Brand Elements
50
Advertising Posters
56
Website & Social Media
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THE BRAND Viva la Lucha! A Taqueria style restaurant that specializes in preparing tacos, hence the
word “Taqueria” or a taco place. Tacos belong to Mexico’s cultural and traditional cuisine, which is why pairing both traditional Lucha Libre themes and authentic Mexican gastronomy in Viva la Lucha! will change the way people eat tacos and provide them with a fun and hip experience, sought out by today’s “hipsters” or anyone looking for culturally authentic experience. This will create a unified visual system that balances contemporary branding and traditional Mexican inspiration.
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BRAND IDENITY Viva la Lucha! is a New York-based restaurant that takes on the idea of Mexican food and Lucha Libre, putting these two elements together will create an environment like no other.
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HISTORY OF LUCHA LIBRE The History of Lucha Libre is intertwined with the history of Mexico, mass media, and entertainment in general. Its fans, both in
Mexico and other countries, have made it the most popular sport after soccer in a country of 100 million people, and an integral part of pop culture. Lucha Libre is Mexico’s variation of professional wrestling that has developed over the past 75 years. The wrestlers (Luchadores) wear colorful masks that call to mind imagery of ancient gods, heroes, as well as animals and natural phenomena, with which the wrestler identifies during the fight.
Photography: Lourdes grobet
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GASTRONOMY OF MEXICAN CUISINE Mexico is famed for it’s gastronomy. Beyond the tacos and
guacamole of world renown, there are rich and various culinary traditions spanning the whole country. The tastes, smells, and textures of traditional Mexican ingredients are an assault on the senses, especially the more exotic items, such as maguey worms, ants, and fried grasshoppers. The subtle blend of flavors in dishes, such as mole and traditional Mexican salsas are sure to delight the palates of even the most conservative diners. On coming to Mexico, a taste of the regional cuisines of Yucatan and Oaxaca is a must. The gastronomy of Oaxaca is one of the most famous in Mexico, including its famous mole, tlayudas (long pizza-like tortillas with a variety of traditional toppings) and chapulines (grasshoppers) for the more adventurous. The Yucatecan cuisine offers fewer extremes, but can be relied upon for taste every time. Try the classic dish of cochinita pibil (‘pibil’ pork), a tasty sauce of pork, orange, red onion and a traditional annatto sauce, slow cooked in an oven just below the ground. Contemporary chefs are continually developing Mexican culinary identity, incorporating ingredients and cooking styles from all over the world in a cosmopolitan fusion. In Mexico City, the range of foods on offer is not limited by the Mexican or Mexican fusion traditions: the historic center and the districts of Polanco, Roma, Condesa, and Tlalpan are home to restaurants boasting a truly international gastronomy.
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CONCEPT
CONCEPT: THE MODERN TAQUERIA The modern taqueria concept
encompasses elements that are both modern, bold, and attractive. In order to balance a traditional and modern approach, we use high contrast graphics and typography. High contrast elements attract attention and give a look of modern–luxury to a brand. The restaurant features key elements of traditional Mexican design and Lucha Libre, but also embraces a modern aesthetic, which distinguishes Viva la Lucha! from the typical Mexican restaurant. As part of a growing trend of authenticity and cultural validation, our Lucha Libre Taqueria concept serves the need of those who seek more than an ordinary restaurant. It essentially becomes a place where people can enjoy culture, tradition, design and, of course–Mexican cuisine.
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LOGOTYPE & SYMBOL
LOGOTYPE + SYMBOL our logo is a valuable asset, and we must treat it nicely, so don’t be a rudo and chokehold our logo. here, we present all our variations, exceptions, Measurements and proper ways to use our logo, as well as how not to use it.
01. Primary logo This logo is to be used for all printed collateral, including printed material, advertising, billboards, posters, flyers, product packaging, uniforms, and promotional materials.
02. secondary logo This logo is to be used on black and dark hue backgrounds. All printed collateral should use this logo, including printed material, advertising, billboards, posters, flyers, product packaging, uniforms, and promotional materials.
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01.
02.
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LOGOTYPE Our Viva la Lucha! logotype includes an
‘exclusion zone.’ The ‘exclusion zone’ refers to the area around the logo, which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ‘exclusion zone’ is equal to that of the cap height of the “la” word.
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SYMBOL the symbol logo we use is an iconic image of mexican culture. The Luchador mask is a symbol of greatness, courage, and
character. It also carries years of tradition in Mexican folklore. This is why it represents who we are and what we do as a business. Our symbol implements the Golden Ratio rule of graphic design, which gives us perfect symmetrical balance.
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LOGOTYPE + SYMBOL
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10 mm
LOGO PROPORTIONS
01. minimum size possible 01.
25 mm
02. No maximum size FOR OUR LOGOTYPE SYMBOL.
02.
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LOGOTYPE + SYMBOL ALTERNATIVE PLACEMENT our logo can be tilted on a 7 degree angle
only when being placed on certain collateral items, such as brand guides, and watermarked literature material. It’s necessary that we always maintain the same degree angle when using this type of logo placement. This will ensure brand cohesiveness and keep true to our brand guide specifications.
7• angle (left)
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IMPROPER LOGO USAGE NEVER MAKE THESE LOGO USAGE MISTAKES!
It makes us look bad and not to mention it makes you look like a complete Rudo.
01.
02.
03.
VIVA LA LUCHA MEXICAN TAQUERIA
04.
05.
06.
01. Do not angle our logo the wrong way or more 02. 03. 04. 05. 06.
than the allowed degree angle. Please restrain from warping our logo. Do not invert colors in our logo. Do not scale our logo the wrong way. Never change the colors of our logo unless its part of our specified alternate color designs. Please do not use switch our typeface selected for our logo.
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TYPOGRAPHY & COLOR PALETTE
PRIMARY TYPEFACES
KNOCKOUT 26 JUNIOR FLYWEIGHT Knockout is the ingenious, witty creation of Jonathan Hoefler and tobias FrereJones. Created in 1994, this is a font built to challenge the status quo of type as we know it. Satirically the typeface is named after different weight classes of boxing to complement the name Knockout. The typeface has been built to work flawlessly together and stack in perfect harmony to keep that grid tight and use every pica of space.
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Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,;:?!@$%&*)0123456789
PRIMARY TYPEFACES
In Regular and Out
In And Out is an elegant and diverse script family of three weights and an ornament set. In And Out is equipped with plenty of OpenType features. In And Out is an effective and easy to use font family for creating ambitious headlines, logos & posters with a custom-made feeling.
Aa
ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz (.,;:?!@$%&*)0123456789
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SECONDARY TYPEFACES
NANAMI EXTRA LIGHT
A font inspired by the oriental flavours of Japan, Nanami a confident font with clear, clean lines which are well defined without being obtrusive. The distinctly sharp edges slice through empty space like Samurai swords, proudly wearing curves and corners like a Samurai wears their traditional ceremonial armour, and just as fierce.
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Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,;:?!@$%&*)0123456789
SECONDARY TYPEFACES
FESTIVO NO.16 LETTERS-REGULAR
Festivo Font Family is a handmade layered font which includes several textures, shadows. The Festivo Font Family allows you to create a lot of great works such as posters, magazines, printings, t-shirts etc.
ABCDEFGHIJKLMNOPQRSTUVWXYZ (.,;:?!@$%&*)0123456789
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COLOR PALETTE our PRIMARY COLOR PALETTE
includes 3 different colors–yellow, magenta and black. Below are specific color formulas for print, screen, and high-end printing using Pantone colorways.
C=0 M=0 Y=100 K=0 R=255 G=242 B=0 PANTONE PROCESS 803 C
75%
100% C=0 M=100 Y=0 K=0 R=236 G=0 B=140 PANTONE PROCESS Rhodamine Red C
25%
75%
100%
25%
C=75 M=40 Y=40 K=100 R=0 G=0 B=0 PANTONE PROCESS BLACK 6 C
75%
100%
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25%
COLOR PALETTE SECONDARY COLOR PALETTE
includes 4 different colors–orange, red, blue, and baby blue. Below are specific color formulas for print, screen, and high-end printing using Pantone colorways.
C=0 M=51 Y=95 K=0 R=247 G=146 B=40 PANTONE PROCESS 715 C
C=85 M=50 Y=0 K=0 R=27 G=117 B=188 PANTONE PROCESS 7461 C
75%
100%
75%
25%
C=15 M=100 Y=90 K=10 R=190 G=30 B=45 PANTONE PROCESS 7621 C
100%
25%
C=35 M=0 Y=0 K=0 R=157 G=220 B=249 PANTONE PROCESS 304 C
75%
100%
25%
75%
100%
25%
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LANGUAGE & SLOGANS
LANGUAGE our brand language is unique,
of course we speak English, but we also hablamos Español. Our food and history comes from Mexico, but we embrace American culture. Sometimes you may find yourself reading something in Spanish at Viva la Lucha!; but don’t worry, it’s really easy to learn, especially with our lucha Libre Vocabulario. (Available in all of our take-out Menus)
Key brand language guidelines: • Keep it casual, let’s treat our customers like they are part of our family. Save the fancy talk for the office.
• We speak English and Spanish, so basically it’s Spanglish. • Be familiar with Lucha Libre language; yes, it’s tricky, but easy to learn.
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SLOGANS
WITHOUT TIME LIMIT!
- In Lucha Libre, we don’t like timed fights, so if our Luchadores fight for 2 hours we let them. The same goes with our customers, so let them take their time and enjoy our delicious tacos. Oh, and don’t forget to let them choose one of our salsas, from our famous Salsa Roster!
Our tacos come with a full punch of attitude straight from Mexico, so remember, these are not your ordinary tacos. We are Viva la Lucha! the real deal on this side of the border. So, please remember that we always serve Tacos with an Attitude!.
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STATIONERY
STATIONERY SET our STATIONeRY SET IS FULL OF ENERGY
just like our brand. Here are specifications to follow when creating our business card, mailing envelopes, and our letterheads. It’s important that we maintain our language and brand identity throughout all the three elements. This stationery is a primary means of communication and it’s essential that every application is a consistent reflection of our corporate identity. This section illustrates approved layouts for our stationery. It includes specifications for typography, color, and layout of all needed elements.
947 Avenue A New York, NY 10009 212.280.0965 Vivalalucha.com Dear John Doe, Aquo velenit intibus. Torionecera sunt modic to consedis ut quis vidicit occupiduciur maior aut omnis eatem ea conet dolecto tem veruptio berae seniment, sim eumquam aut quia sim res dest autet, solupti sunt pel incto id ut omnia venisin ciatestion rescium in namet et es apictesto consequi omnitio voluptae cuscium cus num fuga. Dolesti dolluptatat. Tur anto to blabore iderio quas eat quam ad eum exerferi te volut perspiende autecerum et quam ressime tuscium quias et ulpa vitatis aut pos perferum utemolupidis etur, eliquae idendel landips andelen daerum voluptae. Acerfernam, illaceat et quam si temqui doluptatem vidis aspicia ssitasperum facestias voluptatur sum nis dolo et porro comnimperia eosapis aligend elibusa ndebis modipsandam fuga. Porpore ndipsunt intotatures am invendam volor aspicae dusda il ipid quunt. Ratquamus ut et que earum culla dolupta illecae omnis ma aut labor sentios cum voluptatium id ma et andereperum nonsed quis dunt hiciur? Piscimi nveleseque magnis cor sametus, corehenditem il is eos ut eicit parumque.
GRACIAS Y QUE
VIVA LA LUCHA! Viv
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5
9
BUISNESS CARD 3” inches
.2 inches
.8 inches
.8 inches
2.5” inches
.17 inches
3” inches .13 inches
.27 inches .41 inches
2.5” inches
.32 inches
.13 inches .89 inches
.16 inches
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ENVELOPE ( OUTTER DESIGN ) 10” inches 9.21” inches .21 inches
3.65” inches
3.65” inches
.45 inches
5
9
3.85” inches
Viv
3.85” inches
4.12” inches
Av
1.43” inches 4.69” inches
4.69” inches
1.43” inches
9.21” inches
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ENVELOPE ( INNER DESIGN ) 10” inches 9.21” inches .25 inches
3.49” inches
3.21” inches
4.12” inches
3.85” inches
3.85” inches
.43 inches
1.43” inches 4.69” inches
4.69” inches
1.43” inches
9.21” inches
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LETTERHEAD ( FRONT ) 8.25” inches
.33” inches 2.9” inches
1.5” inches
2.9” inches
.84” inches
947 Avenue A New York, NY 10009 212.280.0965
6.65” inches
Vivalalucha.com
11.69” inches
Dear John Doe, Aquo velenit intibus. Torionecera sunt modic to consedis ut quis vidicit occupiduciur maior aut omnis eatem ea conet dolecto tem veruptio berae seniment, sim eumquam aut quia sim res dest autet, solupti sunt pel incto id ut omnia venisin ciatestion rescium in namet et es apictesto consequi omnitio voluptae cuscium cus num fuga. Dolesti dolluptatat. Tur anto to blabore iderio quas eat quam ad eum exerferi te volut perspiende autecerum et quam ressime tuscium quias et ulpa vitatis aut pos perferum utemolupidis etur, eliquae idendel landips andelen daerum voluptae. Acerfernam, illaceat et quam si temqui doluptatem vidis aspicia ssitasperum facestias voluptatur sum nis dolo et porro comnimperia eosapis aligend elibusa ndebis modipsandam fuga. Porpore ndipsunt intotatures am invendam volor aspicae dusda il ipid quunt. Ratquamus ut et que earum culla dolupta illecae omnis ma aut labor sentios cum voluptatium id ma et andereperum nonsed quis dunt hiciur? Piscimi nveleseque magnis cor sametus, corehenditem il is eos ut eicit parumque.
.29” inches
2.48” inches
.75” inches
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LETTERHEAD ( BACK ) 8.25” inches
11.69” inches
Background image has aN OPACITY of 15%.
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BRAND ELEMENTS
MENU 9” inches
the banda perro aguayo / 3.5 grilled chorizo hijo del Perro aguayo / 3.5 grilled chorizo and potato 947 Avenue A, New York, NY 10009 212.280.0965 Vivalalucha.com
super porky / 3.5 roast pork el santo / 3.5 marinated gyro style pork mascarita sagrada / 3.5 grilled steak
TÉCNICA
LA CASITA sour cream & green tomatoes AND A HINT OF JALAPEñO.
LA QUEBRADORA ROASTED JALAPEñOS AND GREEN TOMATOES HANDCRUSHED IN OUR MOLCAJETE.
Blue demon / 3.5 braised beef dr. wagner/ 3.5 beef tongue
13” inches
Gran Molcajete Guacamole / 15 El Rey de Reyes Nachos / 8 NACHOS, PEPPERJACK CHEESE, JALAPEÑOS Quesadilla Atomica / 9 CHEESE & CHICKEN Sopes del Santo / 10 HAND MADE BREAD W/ REFRIED BEANS ADD MEAT + 3.5
octagon / 3.5 grilled chiken
EL ULTIMO SINIESTRO SMOKED CHIPOTLE PEPPER, SEMI-CRUSHED IN OUR MOLCAJETE
mil mascaras / 3.5 beef tripe abismo negro / 3.5 marinated pork belly rey mysterio / 3.5 crispy pork ear Mystico / 3.5 grilled vegetables
Ceviche rudo / 12 SHRIMP COCKTAIL, AVOCADO, RED ONION
EL PERRO DEL MAL roasted chile de arbol, red tomatoes, and jalapeños.
Ensalada de aguacate / 6 ROMAIN LETTUCE, AVOCADO, TOMATOES, RED ONION Ensalada Mystica / 8 GREEN SALAD W/ MEXICAN DRESSING
EL CHAMUCO DE LOS RUDOS AGUAS FRESCAS / 3 JAMAICA, ORCHATA, MELON, PIÑA
PAKETAZO / 20 (chelas) 14 (REFRESCOs) PICK OF 6 DIFFERENT chelas OR REFRESCOS DELIVERED IN A ONE OF A KIND 6-PACK!
REFRESCOS MEXICANOS / 2.5 JARRITOS LIMON, TORONJA, TAMARINDO, MANDARINA / SIDRAL MUNDET, sangria REFRESCOS AMERICANOS / 2 coke, sprite, dr.pepper, gingel ale CHELAS MEXICANAS / 5 victoria, corona, modelo, negra modelo OTRAS CHELAS / 6 coors light, sam adams, blue moon, amstel light, becks, guiness
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roasted chile de arbol, HABANEROS, GHOST PEPPER, and jalapeños. HANDCRUSHED IN OUR MOLCAJETE.
banda
RUDA
ALL TACOS COME SERVED WITH CILANTRO, ONION, GUACAMOLE AND YOUR CHOICE OF SALSA FROM OUR SALSA ROSTER.
TAKE OUT MENU
18” inches
4” inches
8” inches
4” inches
4” inches
FOLDED VIEW
(BACK VIEW)
OPEN VIEW (FRONT VIEW)
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3 FEET
UNIFORM
2.75 FEET
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GIFT CARD
3.5” inches
3.5” inches
3.5” inches
3.5” inches
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PAKETAZO
5.50” inches
8.25” inches
8.75” inches
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DRINK COASTERS
4” inches
4” inches
Back side
Front side 48
ADVERTISING POSTERS
OUR POSTERS this section is a guide to implementing the brand
identity in the medium of print advertising. There are three key outdoor formats, all exactly in the same size. With strong contrast and simple graphics, we are trying to get everyone’s attention. We want them to embrace the character of Luchadores, and have them come in and try our authentic Mexican tacos.
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THE 3 PRINCIPLES
18” inches
12” inches
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EL TACO
18” inches
12” inches
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WHO WILL WIN ?
18” inches
12” inches
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WEBSITE & SOCIAL MEDIA
WEBSITE DESIGN OUR WEBSITE IS OPTIMIZED FOR ALL PLATFORMS, so that we can
give our customers the best experience possible. We have implemented a modern and simple UI design, which is user friendly and visually appealing. For our mobile platforms, we also use a modern tab based menu, which gives the user a simple navigation.
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DESKTOP
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LAPTOP
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MOBILE
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INSTRAGRAM
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