GRAPHIC IDENTITY STANDARD SERENA MARINI
TABLE OF CONTENTS
INTRODUCTION
4
LOGO
6
BUSINESS SYSTEM
14
MARKETING APPLICATIONS
18
INTRODUCTION
MISSION STATEMENT The goal at Al Dente is to provide pasta lovers with premium quality pastas to create a simple and wholesome eating experience. Our vision is to redefine how people view pastas through unique packaging interaction which instills a feeling of confidence in the consumer and their cooking. We are a people-oriented, environmentally-conscious company with our mind set on giving our consumers the best possible products.
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LOGO
7
0.8” 0.14” 3.2 pt 0.89”
LOGO DIMENSIONS 0.83”
The Al Dente logo must remain proportional to the scale provided on the right which illustrates the logo at four inches by four inches. The logo should always be a perfect circle and the stroke width of the lines must be scaled as well. The clearance around the logo is measured by a fifth of the diameter.
4”
3.74”
0.88”
1.6 pt
0.14”
1.41”
The minimum usable size of the logo is one square inch to ensure legibility and recognizability.
0.12”
2.8”
8
0.43”
TYPOGRAPHY Canter - Bold is the chosen typeface in the Al Dente logo. It may also be used with discretion for headers in marketing applications. It should not be used with any special characters.
CANTER - BOLD
Neutraface Text - Demi is applicable for envelopes, business cards and headers and sub headers in all works related to Al Dente.
NEUTRAFACE TEXT - DEMI
Neutraface Text - Book is the typeface used for body copy in any text associated with Al Dente.
NEUTRAFACE TEXT - BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
A B C D E FG H I J KL M N O P Q R ST U V WXYZ a b cd efg h ij kl mn o p q rst uv wxy z 01 2 3 4 56789!$# & % @ ?
A B C D E FG H IJ K L MN OPQR ST U V WXYZ a b cd efg hijklm n o p q rst u v wxyz 01 2 3 4 5 6789! $# &% @?
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Primary Color Palette The primary color palette consists of Pantone 7579 C from the Pantone CMYK Coated collection and should be the first considered when choosing a color in relation to Al Dente.
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PANTONE 7421 C
CMYK C M Y K
HEX/RGB 39 96 71 58
HEX R G B
#570B1F 87 11 31
PANTONE 7511 C
CMYK C M Y K
HEX/RGB 22 50 100 4
HEX R G B
#C2832A 194 131 42
SECONDARY Color Palette PANTONE 350 C
CMYK C M Y K
PANTONE 7477 C
HEX/RGB 81 47 94 58
CMYK C M Y K
HEX R G B
#1C3C1D 28 60 29
The secondary color palette consists of Pantone 7477 C, Pantone 350 C and Pantone 7511 C from the Pantone CMYK Coated collection. They should be used as alternate colors for the main logo. No other colors may be used.
HEX/RGB 97 62 49 36
HEX R G B
#004454 0 68 84
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PRIMARY LOGO
GREYSCALE
COLOR USAGE Aside from the primary color usage, there are a number of alternate logo options. The alternate logos can be used in any packaging, marketing, or merchandise, but the primary color option should be considered first. The options shown on this page are the only acceptable uses of the Al Dente logo.
ALTERNATE COLORS
ICON COLORS 12
REVERSED ICON
UNACCEPTABLE LOGO USAGE Al Dente’s logo was carefully thought out and should not be altered in any way. Some examples of unacceptable modification are: stretching the logo, adjusting elements inside of the logo, rotating the logo, changing the typeface, and using any colors outside of those listed on the previous page.
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BUSINESS SYSTEM
2”
BUSINESS CARD 1.34” 3.5”
Al Dente’s business card is printed on 36 point thick, eco-friendly deluxe paper and the edges painted with the corresponding color. The design on the front of the card should be embossed to give the card some texture. Any of the color options below may be used, but the pasta shape on the front of the card should not be used on different colored cards than those shown.
0.61”
0.86”
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LETTERHEAD Al Dente’s letterhead is printed on Neenah 8.5 x 11 inch Recycled 100 Bright White 28lb smooth finish paper. The paper weight allows for minimal color show through and is acid free. The letterhead may be reproduced in any of the approved colors as long as it is the same color throughout all elements of the letterhead.
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ENVELOPE Al Dente’s envelope is printed on Neenah 4.125 x 9.5 inch Recycled 100 Bright White 28lb No. 10 paper which matches well with the letterhead. The envelope may also be reproduced in any of the approved colors, as long as it matches the color of the letterhead included inside. The envelope should be sealed with an Al Dente logo sticker.
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MARKETING APPLICATIONS
TRANSIT Al Dente relies on transit by truck to distribute their products across the country. The truck design features a large logo on the side and back of the truck.
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RESTAURANT There is a lot of potential for Al Dente to expand and open a restaurant featuring their pastas. The restaurant would have a modern feel with features such as frosted glass and kitchen apparel.
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STICKERS For use on Al Dente envelopes and packaging, there are two sticker options: one which shows the full logo and one which shows just the icon. These stickers can be made in any of the approved colors.
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