uicy bite our identity
corporate guidelines
Juicy bite is the new organic cafe that brings the goodness of organic produce and adapts it to the fast pace of modern living. Fast, fun and nutritious food is the perfect combination that Juicy bite offers to enjoy a naturally scrummy experience. Juicy bite’s personality and appearance are explained in these corporate guidelines which were designed to keep its identity clear and consistent across all types of communication.
contents
1
our tone of voice
2
our logo
4
positioning and size
6
protective space
8
dual branding
10
our colours
12
do’s & dont’s
14
our typography
16
our image style
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our tone of voice
2
Juicy bite’s tone is friendly, informal, fun and tempting. The visual identity translates this character, particularly appealing to the young audience, and conveys the idea that eating healthily can be easy, quick and enjoyable too! Vibrant colours of nature, dynamic concentric circles, imagery that stimulates the senses and language make the healthy choice, not only approachable but impossible to resist.
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our logo
Juicy bite logo has been designed to visually translate the ideas of fun, fast, natural and organic food. The logo has been designed especially for Juicy bite and should never be redrawn. Use only electronic artwork supplied by Juicy bite themselves. Colour The logo should always appear in the colour palette chosen. Only for restricted or one-colour applications Juicy bite logo can appear in greyscale. The same rules apply when using the logo on photograh or on film.
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greyscale against white background
full colour reproduction
greyscale against black background
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positioning and size
Positioning In most circumstances, the logo should be placed in the right hand corner of any communication and always horizontally positioned. However, if the right side of the page is heavily weighted by an image, it is acceptable to place the logo on the left side to balance the composition. This shouldn’t be done regularly, tough. Size In any communication, Juicy bite’s logo should never be too insignificant or too overwhelming. The examples on the next page should be taken as a guide to measure the amount of presence you should give to the logo. Minimum size The logo should never be less than 50mm in lenght.
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uicy bite
uicy bite
min. length 50mm
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protective space
As illustrated, a minimum protective space should be left to ensure prominence and clarity of Juicy bite’s logo. It is essential that the logo remains free of all graphics, photography, identities and typography around this space. The only exception will occurr when using specific taglines, which will appear in the indicated spaces without exception.
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b
b b
max. tagline space
max. tagline space
b
9
dual branding
When using Juicy bite’s logo with another company’s logo, Juicy bite’s logo should always appear on the bottom right of the page and the other logo bottom left. If more than one partner logo needs to appear in a communication, they should always line up from the left. None of the other logos should be larger than Juicy bite’s.
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uicy bite other brands
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our colours
Colour is an essential part of Juicy bite’s personality. The colour palette has been selected to represent the main colours of fruit: oranges and green for the logo, and yellow, red, and purple for backgrounds and details. The selection of vibrant tones intends to convey the element of fun which is a distictive aspect of Juicy bite’s identity and make the whole experience visually stimulating.
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juicy orange light
juicy orange dark
lemon
organic green
strawberry
blueberry
C 0
R 255
C 0
R 240
C 59
R 125
C 4
R 254
C 3
R 225
C 49
R 150
M 19
G 208
M 56
G 135
M 0
G 183
M 2
G 236
M 86
G 63
M 80
G 77
Y 80
B 68
Y 94
B 24
Y 93
B 53
Y 70
B 101
Y 96
B 29
Y 2
B 147
K 0
K 0
K 0
K 0
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K 0
K 0
do’s & dont’s
do’s The imagery which is part of the logo can be used in isolation only when applying it to merchandise and promotional items. Always place the logo against white background or against the yellow, red and purple specified. dont’s The name should never be used in isolation, without the imagery, when advertising the franchise. The logo should never be positioned vertically. Do not reproduce the logo in any distinctive box or shape. Do not stack or reconfigure the logo. Do not distort or tilt the logo. Colour configurations other than those specified should never be used. Never place the logo on top of other imagery or photography, or against a coloured background different to the ones specified.
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do’s
dont’s
organic cafe
naturally srummy!
bi
uicy bite
organic cafe
cy
organic cafe
naturally srummy!
ui
uicy bite
uicy bite
u
te
naturally srummy!
uicy bite
icy bi
uicy bite
uicy bite
te
uicy bite
uicy bite uicy bite
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our typography
The primarily Juicy bite typeface is Adera Display SSi regular weight, chosen for its clean and rounded shape which combines with the imagery used in the logo and concentric circles which are part of the identity. This typeface used in the logo and taglines should be used in headings. A secondary typeface to be applied in subheadings is Adera SSK, regular weight. Tahoma is a third typeface used when small typeface is required such as in the body of text in leaflets, corporate letters and electronic communications. Typography style Juicy bite’s voice is best expressed with the preferred lower-case version as shown in the example on the right. The use of regular upper-, lower-case is recommended only for body of text.
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Adera Display SSI - Regular abcdefghijklmnopqrstuvwxyz Adera SSK - Regular abcdefghijklmnopqrstuvwxyz Tahoma - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Tahoma - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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our image style
The images shown to the right demonstate the style of photography to be used to promote the franchise. We believe that creative close-ups and more abstract shots of fruit, vegetables and the products offered Juicy bite are the most appropriate type of images that match the identity. All photographs should be vibrant in colour to relate to the rest of the franchise’s visual identity. To reinforce the definition of the identity, all photographs should be taken against a white background to increase the contrast and provide the suitable background for the logo. Avoid all types of generic images that make a literal reference to food or drink. People should not appear in photographs to promote the franchise either.
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