Johnny's Fine Foods Branding guidelines by Samyu Murali

FINE FOODS

BRANDING GUIDELINES

OVERVIEW

Johnny’s Fine Foods is a chain that provides spices, dressings, marinades and master blends. Founded by John Edgehill Meaker, Johnny’s was originally a homemade blend that was used in his restaurant. When customers wanted to purchase it, he got the idea of sharing these flavors he created with people all over the country. As of 2015, a complete rebranding was done for Johnny’s . This book will serve as a guide for future brand collaterals for Johnny’s Fine Foods. The core brand elements are defined and the identity and design standards are explained in detail so that the brand remains consistent across various touchpoints.

Primary Logo

Color Palette

Typeface : Bebas

INDEX

Typeface : Lora 04

Clear Zones

Minimum Size

Logo Varients

Logo Dontâ&#x20AC;&#x2122;s

Collateral Material

Typeface : Avenir

Typeface: Minion Pro

Stationary System

Primary Logo This is the main logo preferred for all materials. It is required for stationary and business cards. As a two part logo, it can be seperated when required. Detailed instructions on how to do so are as follows. The double color logo is preferred, but if it is not available, the signature colors may be used.

Color Palette Green and black will be the signature colors for Johnnyâ&#x20AC;&#x2122;s new identity system. PANTONE 390 C CMYK : 34 | 12 | 100 | 0

PANTONE 419 C CMYK : 72 | 65 | 65 | 72

RGB : 182 | 189 | 0

RGB : 33 | 34 | 33

Typeface : Bebas The primary typeface for Johnnyâ&#x20AC;&#x2122;s logo is now Bebas. A strong sans serif typeface, Bebas exudes confidence and highlights all the characteristics that the brand wants to be known for - fresh, honest and trustworthy.

Typeface : Lora Lora is used as the subtext for the logo. A fine relationship between the serif and sans serif typefaces adds a unique feel to the logo and the whole identity of the brand.

FINE FOODS Bebas and Lora may be used only for the logo for Johnnyâ&#x20AC;&#x2122;s and selected identity materials and nothing else. Furthermore, only the approved versions of both these typefaces may be used.

Clear Zones The logo must be free of elements (graphics, typography, color blocks) on all sides and is surrounded by a clear space that must not be less than one-quarter the height of the logo.

y x y

x y

y X = Height of Logo Y = 1/4 x

Minimum Size For maximum readability, the minimum logo size must not be less than one inch in length, with the proprtions changing accordingly and must not be altered.

Logo Varients The logo can be seperated and used when space is limited or when the need arises.

The logo without the graphic element is restricted and can be used only when there are concerns regarding spacing.

Use of only the graphic element is limited for when the entire logo cannot be used or for design reasons. The rules for using this, with regards to color, typeface, scaling etc, are the same as that applied for the logo. Specific to color, this element can be used with other colors when not used with the primary logo.

Logo Donts

Do not skew.

Do not use unspecified colors.

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All n

Do not add elements.

Do not change elements.

Do not add strokes or outlines.

Do not add dropshadows.

Collateral Material Fliers, Announcements, Advertisements, Posters, Banners, etc. These require a primary Johnnyâ&#x20AC;&#x2122;s logo on all layouts and must be displayed in a prominent position. Audio and Video Johnnyâ&#x20AC;&#x2122;s Fine Foods reference must be displayed in all applications. Variations may be used when neccessary.

Color Palette While the primary brand colors need not be carried out in all collateral materials, the colors used must be complementry to the brand colors and stick with the whole identity of the brand.

Typeface : Avenir Avenir and minion pro will be the official typeface used for official materials such as advertisements, banners, posters, TV ads etc.

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