GRAPHIC STANDARD
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TABLE OF CONTENTS Mission Statement Graphic Guidelines Logo Design Specifications Color Palette Typography Acceptable Usage Unacceptable Usage
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Business System
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Business Card Envelope Letterhead
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Marketing Materials
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MISSION STATEMENT Nougat Inc. is a brand based in Taiwan specelized in confection treats called nougats, also known as “niu zha tang (牛軋糖)” in Chinese. Nougats are common treats brought from Taiwan as souvenior. The brand strives for high quality confections with resonable pricing. Therefore, the ultimate goal is to not only create a product that recalls the country and it’s culture, but also the memories made during the customer’s trip in Taiwan.
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L O G O D E S I G N 7
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LOGO DESIGN The logo of Nougat is designed with a textured background that represents the patterns created by the nuts contained in the confection. A geometric abstraction of the Chinese characters 牛蝋 (niu zha) that represents nougat combined into one form. For clearification for potential customers who might not be able to read and understand Chinese, the English word nougat is placed below for clearification. It can be easily seen that Nougat is a high end confection product with the modern and sleek logo.
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X
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X X
8X 12X
X X X 12X
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S P E C I F I C AT I O N S The logo must follow all specification and matain proper spacing throughout any usage on any marketing materials. The logo may be scaped to any size as long as it stays in proportion of X, as displayed to the right.
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CMYK: 51, 36, 37, 2 RGB: 224, 174, 163 HEX: 859093
CMYK: 10.75, 34.53, 30.05, 0 RGB: 224, 174, 163 HEX: E0AEA3
CMYK: 46,32,33,1 RGB: 144, 155, 158 HEX: 909B9D
CMYK: 18.02, 18.91, 49.91 0 RGB: 212, 195, 143 HEX: E0AEA3
CMYK: 0, 0, 0, 90 RGB: 65, 64, 66 HEX: 404041
CMYK: 57.17, 24.24, 72.12, 4.47 RGB: 119, 153, 103 HEX: 779967
C O L O R PA L E T T E The color displayed on the right are the official colors of the brand Nougat. The official colors are the two neutral grays used in the standard logo while other colors are used to represent different favors of the confections. Black is used on the body type to increase readability, but only at a 90% opacity so that it will be softer to fit the other pastel colors. Color may be scaled down to 50%-10% opacity.
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AVENIR NEXT REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%^&*
AVENIR NEXT ULTRA LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%^&*
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T Y P O G R A P H Y Official typography for Nougat uses the Avenir Next font family. Avenir Next in Regular is used as both title and heading texts, while Avenir Next in Ultra Light is used for the body. All text should use metric spacing. Use tracking according to alignment for headings and 0 tracking for body text.
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A C C E P TA B L E The logos displayed to the right are the only acceptable logo usage. Colors other than gray can be applied to the logo in order to distingush the product’s flavors. The colors applied must be the other colors from the official color palette. Yellow will be for the original flavor, while pink will be for strawberry flavor, and green for matcha flavor. Anything logo usage below 1.5 inches should use the inverse logo without the textured pattern.
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U N A C C E P TA B L E Do not do the following to the logo: • stretch or compress the logo or type • manipulate the text • change color palette • rotate • reflect or reverse • take out the texture applied to background
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BUSINESS S Y S T E M 21
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BUSINESS CARD The business cards are designed with standard 3.5x2� format.
with the
The front side includes the logo but extending the background pattern to the whole card. The back side contains the employee contact information set in 10/14 Anvir Next Ultra Light with optimal kerning in sentence case. The employee name is set in Avenir 8/9.4 Next Regular with optimal kerning in all caps.
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E N V E L O P E The front of the envelope includes the gray texture from the logo throughout the entire flap that folds over to act as an accent for the simple back of the envelope. The back of the envelop consist of the white background logo displayed on the upper left corner that is 1� by 1� and contact information written aside in 10/14 Avenir Next Ultra Light with the ligher gray font color while the mail to contact address will be written in 12/14.4 Avenir Next Regular in darker gray.
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L E T T E R H E A D The letterhead is designed to be printed on 8.5” by 11” recycled white paper. The design includes a white version of the logo at 1.25” by 1,25” with the pattern at 20% opacity against white background extended down to the entire paper on the left hand side. Contact information is displayed on the bottom in the same format as the busness card. The fonts used in the letter is the same as the business cards, except for the body text, which will be set in 10/14 Avenir Next Ultra Light with optimal kerning in a 90% opacity black.
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MARKETING M AT E R I A L S 29
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S I G N A G E
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S T O P
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B I L L B O A R D S
B O U T I Q U E
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NOUGAT, Inc P. O. Box 99-9876, Taipei 11099 Taiwan Selena Chen DES116 | Summer Session 2, 2016
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