Brand Guide Book
Our Brand Identity Who we are?
Stationery 03
Our Company’s Purpose The idea behind the Burger Collective
05
Our Logo Logo meaning
07
Clear space
08
Sizes
09
Logo variations
10
Prohibited use of the logo
11
Our Colors Our primary colors Our secondary colors
13 14
Our Typeface Our primary typography Our secondary typography
16 17
Founder’s business cards
19
Employee's business cards
20
Iconography Badges icons
22
App icons
23
Our Brand Identity
02
Who we are? The Burger Collective is an app made for burger lovers. Scroll through juicy reviews of burgers that are right around the corner, uncover spots you never knew existed, and receive exclusive deals from any of our partnered restaurants!
03
Our Company’s Purpose
04
The idea behind the Burger Collective TBC came about from the sheer frustration of not being able to ďŹ nd good burgers around Sydney. We knew they were out there, but ďŹ nding them on the usual delivery apps and review sites was a nightmare. So we asked ourselves the one big question that started our quest to build the best burger app we could:
Why is it so hard to find burgers in Australia? With no dedicated burger app, burger lovers around the country were missing out on amazing burgers just around the corner. So we decided to change that.
05
Our Logo
06
Logo meaning Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem.
07
Clear space Clear space frames the logo, separating it from other elements such as headlines, text, imagery, and the outside edge of printed materials.
X
X/3
08
In print
Sizes The minimum logo width for print is
3cm
1.5cm
1.5cm. The optimal width for A4 print is 3cm. The minimum logo width for web pages is 70px. The optimum width is 100px, considering the screen’s pixel
Minimum size
Optimum size on A4
density is 72 PPI.
On screen 100px 70px
Minimum size
Optimum size
09
Logo variations A. The default color version on white or light background. B. The color version on red or similar background. A. Full color
B. Full color white-out
C. Solid color
D. Solid color white-out
C. The solid color logo on white background with no halftones. D. The white solid color logo on dark background with no halftones.
10
Prohibited use of the logo A. It is not permitted to display the logo in tilted positions. B. The background color must not resemble any of the branding
A.
B.
C.
D.
colors. C. Do not apply any ďŹ lters or effects to the logo. D. It is not permitted to use the logo on a complex background which makes the logo indistinguishable.
11
Our Colors
12
PANTONE: 7417 C
Our primary colors
C: 9%, M: 84%, Y: 80%, K:1% R: 219, G: 78, B: 64 #DB4E40
Primary colors are used for text and buttons.
PANTONE: Black 7 C C: 67%, M: 60%, Y: 59%, K:44% R: 68, G: 68, B: 68 #444444
PANTONE: 7543 C C: 49%, M: 33%, Y: 29%, K:0% R: 138, G: 154, B: 164 #8A9AA4
PANTONE: 427 C C: 21%, M: 17%, Y: 13%, K:0% R: 200, G: 200, B: 206 #C8C8CE
13
Our secondary colors
PANTONE: -
PANTONE: -
C: 0%, M: 0%, Y: 0%, K:0%
C: 1%, M: 1%, Y: 1%, K:0%
R: 255, G: 255, B: 255
R: 250, G: 250, B: 250
#FFFFFF
#FAFAFA
PANTONE: 663 C
PANTONE: 649 C
C: 7%, M: 5%, Y: 5%, K:0%
C: 13%, M: 7%, Y: 6%, K:0%
R: 234, G: 234, B: 234
R: 219, G: 225, B: 229
#EAEAEA
#DBE1E5
PANTONE: 7417 C
PANTONE: 804 C
C: 8%, M: 87%, Y: 93%, K:1%
C: 0%, M: 44%, Y: 82%, K:0%
R: 221, G: 72, B: 46
R: 255, G: 160, B: 66
#DD482E
#FFA042
PANTONE: 116 C
PANTONE: 367 C
C: 0%, M: 21%, Y: 97%, K:0%
C: 46%, M: 2%, Y: 90%, K:0%
R: 255, G: 201, B: 20
R: 150, G: 198, B: 81
#FFC914
#96C651
In order to add color to the The Burger Collective brand you can use the color palette displayed here.
14
Our Typeface
15
Our primary typography Primary typeface for headings and titles on printed and online materials is Rubik Medium.
Rubik Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Rubik Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789
16
Our secondary typography Secondary typeface for body text and labels on printed and online materials is Helvetica Neue.
Helvetica Neue Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Helvetica Neue Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789
Helvetica Neue Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 17
Stationery
18
Founder’s business cards Print Dimensions: 3.5 in x 2 in Front side
Back side
19
Employee's business cards Print Dimensions: 3.5 in x 2 in
Front side
Back side
20
Iconography
21
Badges icons Icons used as ratings badges in our app. Burger Grand Master
Burger Master
Burger Regular
22
Burger Expert
Burger Apprentice
Burger Lover
Burger Noob
App icons Icon set used in our app.
23
24
www.theburgercollective.com.au