BRAND STYLE GUIDE
Brand Style Guide
Contents
Logo Usage
01
4 - 11
Color Usage
04
18 - 23
02
12 - 13
Typography Usage
Photography Style
Illustration Style
05
24 - 25
03
14 - 17
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About Us Tartesan is founded by a self-taught pastry maker and aspire to be one-day a professional pastry chef. Tartesan offers french pastry more speciďŹ cally tart and tartlets available in different sizes. Tartesan produces high quality products that are ďŹ nancially accessible and practically delivered to the door for collection. We offer less usual avor or even exotic tarts, bringing a bit of happiness in a tart bite. Our target audience as based in UK, targeting the middle class and upper-middle-class who age ranges from 28 - 70.
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Brand Style Guide
01
Logo Usage
01
Logo Usage It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
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Brand Style Guide
01
Logo Usage
Brand Logo Our brand logo consist of a logomark, logotype and descriptor. The logomark is based on a handwritten "mb". The
Logomark
logotype and descriptor is based on a rounded sans serif typeface designed to
Logotype
be simple, elegant and uncomplicated. Descriptor
The nature of the elements in the logo should not be modiďŹ ed, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times.
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Brand Style Guide
01
Logo Usage
Logo Variation Logo variation provide different versions of the brand logo to be used for content and marketing materials depending on
Logomark
Logotype
Logomark + Descriptor
Logotype + Descriptor
the format and the space available. Here are the logo variations that can be used for brand application.
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Brand Style Guide
01
Logo Usage
Logo Clearspace Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo. For the brand logo, logomark and logomark + descriptor, the minimum clearspace is determined by the height of the initial "b" from the logomark. For logotype and logotype + descriptor, the minimum clearspace is determined by the height of the initial "T" from the logotype. Page. 7
Brand Style Guide
01
Logo Usage
Logo Minimum Size To ensure legibility and clarity, please do not scale the logo below the
Minimum
Minimum
Width: 25mm
Width: 20mm
recommended size. The logo shall never be streched and should be resized proportionately so that they are legible at all times.
Minimum Width: 20mm
Minimum Width: 25mm
Minimum Width: 25mm Page. 8
Brand Style Guide
01
Logo Usage
Logo Color Usage (Primary 3 Color)
orange & black logo on white background
white & orange logo on orange background
orange & black logo on cream background
orange & white logo on black background
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Brand Style Guide
01
Logo Usage
Logo Color Usage (Secondary 1 Color)
orange or black logo on white background
white or orange logo on orange background
orange or black logo on cream background
orange or white logo on black background
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Brand Style Guide
01
Logo Usage
Incorrect Logo Usage
Do not rotate the logo
Do not use gradient
Do not compress the logo
Do not resize any part of the logo
Do not change the color of logo
Do not rearrange parts or create
Do not add in special
Do not add any unofďŹ cial
compositions that are not
effects such as drop
elements in the logo
provided in the guideline
shadows or 3D effects Page. 11
Brand Style Guide
02
Color Usage
02
Color Usage Our main brand colors are white, cream, orange and black.
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Brand Style Guide
Brand Colors
02
Color Usage
White
Cream
Our main brand colors are white,
R 255 G 255 B 255
R 246 G 244 B 238
cream, orange and black. Different
C0 M0 Y0 K0
C2 M2 Y5 K0
tints of black and orange can be
# FFFFFF
# F6F4EE
Black
Orange
R0G0 B0
R 240 G 1298 B 34
C 75 M 68 Y 67 K 90
C 2 M 60 Y 100 K 0
# 000000
# F08122
used for background color application for variation in tone.
80%
60%
40%
20%
80%
60%
40%
20%
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Brand Style Guide
03
Typography Usage
03
Typography It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
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Brand Style Guide
Primary Typeface Typography plays a large role in our brand identity. Libre Franklin is the chosen primary font for the brand. The sans serif typeface is used for Headers, titles and smaller exerts of
03
Typography Usage
ABCDEFGHIJKLMNOP QRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
text that require further emphasis. We use the font in only 3 weight: Regular, Medium & Semibold.
ABCD
Libre Franklin Medium
https://fonts.google.com/
Libre Franklin Semibold
specimen/Libre+Franklin
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Brand Style Guide
Secondary Typeface DM Sans is the chosen secondary font for the brand. The sans serif typeface is used for body copy and larger paragraph of text. Within brand materials, DM Sans
03
Typography Usage
ABCDEFGHIJKLMNOPQ RSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
should always appear smaller in scale in relation to Libre Franklin. We use the font in only 3 weight:
ABCD
Regular, Medium & Bold.
DM Sans Regular DM Sans Medium
https://fonts.google.com/
DM Sans Bold
specimen/DM+Sans
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Brand Style Guide
03
Typography Usage
Heading with Libre
Typographic Hierarchy
Franklin Medium DM Sans Regular is used for body copy. DM Sans Medium can be used to highlight or emphasize certain area of
Typographic hierarchy is a system for organizing type that establishes an order of
text. The heading above is Libre Franklin
Libre Franklin Semibold
Medium. Libre Franklin Medium can be
can be used for smaller
used to higlight or emphasize the title.
importance. This allows for clarity,
exerts of text that require further emphasis.
consistency and a legible hierarchy for all communications.
Subheading In DM Sans Medium
Heading with Libre
Buttons In DM Sans Medium
Franklin Medium The heading above is Libre Franklin Medium. DM Sans Medium or Regular can be used for subheadings. DM Sans Medium is also used for buttons. Page. 17
Brand Style Guide
04
Photography Style
04
Photography Style Our photography style is simple and straightforward. The imagery direction should portray our tone of voice accurately.
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Brand Style Guide
04
Photography Style
Photography Style Quality Value Approachable Elegant Sophisticated Casual Delighted Passion
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Brand Style Guide
04
Photography Style
Photography Style
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Brand Style Guide
04
Photography Style
Photography Style
Happiness in a tart bite
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Brand Style Guide
04
Photography Style
Photography Style
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Brand Style Guide
04
Photography Style
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Brand Style Guide
05
Illustration Style
05
Illustration Style Our illustration style are minimal & casual. Typography can be used as an element to highlight quotes or special events.
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Brand Style Guide
05
Illustration Style
Illustration Style Our illustration style are minimal & casual. Typography can be used as an element to highlight quotes or special events.
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BRAND STYLE GUIDE