BRAND GUIDELINES
CONTENTS Brand Statement
4
Primary logo
5
Secondary logo
6
Scale
7
Isolation Areas
8
Logo Production
9
Logo Dont’s
11
Typography
13
Colour
15
Stock
16
Illustration Style
17
B R A N D S TAT E M E N T Roberts and Taylors is a friendly, family-run butchers, providing local meat in the town of Roundhay in Leeds. Matthew Roberts and Arthur Taylor first opened the doors of Roberts and Taylor’s butchers in 1942. Although now run by Matthew’s son, Roberts and Taylors still pride themselves on delivering top quality and fresh produce that is always locally sourced. The store also sells a selection condiments and accompaniments for meat to provide convenience for busy customers. Your friendly, quality, local butchers.
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P R I M A RY L O G O
The primary logo should be applied wherever appropriate. Any applications must adhere to the guidelines stated within this document. 5
S E C O N DA RY L O G O S
The secondary logo is designed to be used when use of the primary logo is not appropriate. This is best used at a smaller scale when the detail on the primary logo is not needed. Application of the secondary logo should adhere to the guidelines stated within this document. 6
SCALE
30mm
8mm
The primary and secondary logos should not be used any smaller than the given sizes above. There is no maximum size for either logo, although the primary logo is more suitable for larger scale usage rather than the secondary logo. Size should consider the space available in the application. 7
I S O L AT I O N A R E A S
Both primary and secondary logos should be surrounded by isolation areas at all times. This ensures the logos are not obstructed by other elements. The primary logo isolation area uses the height of the ampersand. The secondary logo isolation area uses counter of the R. 8
L O G O P RO D U C T I O N
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T H E S TA M P Just as meat can be stamped to show quality, the Roberts & Taylors brand uses a stamp to apply the logo where appropriate. Whilst logos can be printed digitally, the rubber stamp and ink should be used where appropriate to give a unique finish. The primary logo should always be applied to business cards, loyalty cards and carrier bags using the rubber stamp and midnight blue ink. The secondary logo stamp should be used to stamp loyalty cards and used to mark letters.
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LOGO DONT’S
D O N ’ T R O TAT E The logo should only be used horizontally.
DON’T ADJUST The primary logo should always be used in full. It should never be cropped or used without the dissecting lines.
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D O N ’ T A LT E R C O L O U R S The logo should only be applied in the brand colours and should always use only one colour.
DON’T ADJUST T Y P E FA C E S Both primary and secondary logos should use Perpetua Bold only. No other typefeaces should be used to produce the logo.
D O N ’ T D I S TO RT Do not squash or stretch the logo in anyway. The proportions should always remain the same.
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TYPOGRAPHY T Y P E FA C E S
PERPETUA BOLD A B C D E F G H I J K L M N O P Q R ST UVW XY Z 0123456789 !@£$%^&*()_+{}:”|?></.,\’;][=-
Perpetua bold should only be used for headings and names. It should be used in uppercase only. This font should not be used smaller than 10 point and the tracking should always be set to 150. 13
Avenir Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@£$%^&*()_+{}:”|?></.,\’;][=Avenir Medium should be used for all body copy throughout the branding, when the point size is 8 or above.
Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@£$%^&*()_+{}:”|?></.,\’;][=Avenir light should be used for body copy when the point size is less than 8 point. 14
COLOURS
C - 29 M - 51 Y -85 K-0
C - 92 M - 80 Y -43 K - 49
R - 239 G - 145 B - 52
R - 36 G - 42 B - 67
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Roberts & Taylors Butchers uses two colours throughout itâ&#x20AC;&#x2122;s branding. Where possible text should use the dark blue brand colour. Opacities of these colours can be used where appropriate. When black and white printing is necessary the logo should be printed in black. 15
STOCK
Stock should predominantly be Pale Grey, Colorplan, when producing printed materials for the store. If this stock is not available similar coloured, light grey coloured stock should be used. 16
I L L U S T R AT I O N STYLE
Illustrations can be used throughout the branding where appropriate, but they must adhere to the following rules. Illustrations should be simple shapes with blue outlines and orange block shapes inside. The orange should be offset by moving down 3 spaces and to the right 3 spaces. 17
6 Roman View Leeds LS28 2DL 0113 2662015