b ra n d id en t ity
p r im a r y l og o
Ideal Meals Primary 4C Logotype
Ideal Meals Primary K Logotype
Ideal Meals Primary K0 Logotype
l o g o us a g e We always recommend using the standard logo for Ideal Meals. Occasionally, there will be a design scenario where the whole logo will not fit into a desired space, and it will be acceptable to use a secondary logo. Please refer to the following page for direction on secondary logo usage. ex: Ideal Meals’ official logo could be used on a website homepage, the Icon can be used on secondary pages to identify cohesive brand standards
s e c on d a r y l og o
Ideal Meals Secondary Logo “Icon Only”
s e c o nd a r y l o g o u s a g e When it is not necessary to use the primary Ideal Meals logo, please use the above illustration. We recommend the “Icon Only” logotype be used in collateral that is heavily supplemented with Ideal Meals’ brand text so that anyone can make an immediate brand association.
l og o u s a g e
1/2 inch of clear space around logo
When using either version of the logo, please be sure to give them plenty of breathing room. Please leave at least 1/2� of clear space surrounding the logo to maintain clean and legible branding.
misuse The Ideal Meals logo has been crafted to represent boldness and unique beauty. Please don’t squish, mismatch colors & fonts, or change the placement of the icon.
HE ADE R
typography : pri n t
ALEO LIGHT ‘Aleo Light’ has been chosen to use as a header font. This must be used sparingly, and in upper/lower format for websites, publications or other printed pieces.
ALEO LIGHT
ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz
SUBHE ADE R & P RI MARY B O DY CO PY
Cormorant
Cormorant (web safe)
ABCDEFGHIJKLMNOPQRSTUVWZYZ
abcdefghijklmnopqrstuvwxyz
Open Sans (web safe) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Bitio eos essimusciae corro mo omnia consed ent. Edit harit faccate mpores rem que reperch illupta.Iminctas sequi con commolu ptatat omnis audandelit ‘Cormorant’ will be the primary font used for all branding for Ideal Meals. It’s acceptable as an alternative header font, subheader font, and can be used for all body copy. Body copy will generally be typed in size 11pt font, kerned out to 25 pts with 14 pt leading. The subhead font should be 3 points larger than the body copy, and the header font can be anywhere from 3-9 points larger than the subhead. Please consult branding team for exceptions.
SU B HE ADS & C AP T I O N S
Open Sans Bitio eos essimusciae corro mo omnia consed Subheads, captions and optional body copy will be typed in ‘Cormorant’. Font should be 3 pts smaller than the body copy size of 11 pts. This is an alternative choice to a Sans Serif, and should be used as a beautiful accent!
c o lo r pro fi l e
1
BOSPHOROUS C 93 M 60 Y 59 K 33
1 2
2 LAUDERDALE C 22 M 0 Y 8 K 10
3 CONCH C 5 M 5 Y 5 K 0
4 LOBSTER C 0 M 85 Y 97 K 0
5 MAIZE C 16 M 10 Y 100 K 0
6 BOTTLENOSE C 70 M 63 Y 62 K 20
3 4
5 6
p ho to graphy inspi rat i o n
Photography is the backbone to brand continuity and identity. Aesthetically, it enhances websites and collateral, and ideally allows a client to connect the face of a brand with a name. When choosing or approving photography for Ideal Meals, please gravitate towards photos that are reflective of company’s unique style and flair. Some keywords to consider below:
well lit
AUTHENTIC
naturalistic
WARM
DESATURATED
Id e a l M e a l s uses artistic and c ol or fu l p h ot ogra p h y t h rou gh ou t d i gi t a l a n d w e b c re a t i on s i n s u p p or t of a s ol i d b ra n d i d e n t i t y a n d a s a s u b t l e w a y of c re a t i n g c oh e s i on b e t w e e n on e s u b je c t m a t t e r t o a n ot h e r.
l ogo usa ge o n pho to graphy
When using Ideal Meals’ brand logo with approved photography or on solid colors, be sure to examine the photo’s high and low lights to determine which logo would best suit the area. Avoid putting dark logos on dark areas of color, and light logos on light areas. Use the colored version of the the Ideal Meals only in clean, pronounced spaces where it can really stand out.
Please keep the same direction in mind when placing type or brand elements directly over photography. Ideally, custom brand designs should enhance the overall branding experience, and brand photography should enhance the designs to create one beautiful, clean and cohesive presentation reflective of Ideal Meals.
l ogo usa ge o n c o lo r + si gn age
Please use discretion when placing black or white logos on colorful spaces. White logos should go on dark color backgrounds, and black logos should go on light colored backgrounds.
Logo reversed out in white
Logo in all 'black’
f or si g n a g e on l y : It is permited to use any of the logotypes for restaurant and branding signage. If necessary to keep printing costs down and legibility completely clean, please use the logos in a single color format chosen from one of the brand’s approved colors.
brand el e me n t s + t ex t u re s
Ideal Meals has brand elements that have been customized to enhance the brand identity, creating a inspirational experience for customers. Be careful of using too many elements on a single page or design. The Ideal Meals’ brand voice should be prominent above all, and these illustrations should simply enhance each project’s point of view.
Inspired by Ideal Meals’ icon, please feel free to use circles or “wheels” as a supportive design element. These should be used sparingly, as they are meant to support the logo, not take away from it.
Circles and “wheels” can be used with one another, or by themselves.
Design should be minimal, and used as space fillers throughout print and digital mediums. Please consult the IM design team before making any major design decisions using these.
This woodgrain texture is approved for usage throughout Ideal Meals’ branding (photo files provided upon request). Wood is the preferred, natural texture to accompany digital and printed pieces, as well as signage.
The Ideal Meals logo may be placed over selected woodgrain texture in design elements, or embossed in wood for signage.
Organic leaf shapes are permitted in IM branding, but only minimally throughout menus, print design and the website.
s oc ia l m e d ia ic on og ra p hy
correct When using social media icons, please stick to clean circles within the approved brand color palette.
i nc o r r e c t Never substitute with colorful or animated icons.
we b p a g e l ayou t
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