BRAND BOOK
BRAND GUIDELINES KABUKI.2013
BRAND BOOK
BRAND GUIDELINES LOGO OVERVIEW
clear vertical lines gives stability to the brand, as a physical space. a fight movement, the clean break of a wood board.
a simple smile, to make it more hugable sharp edges to give a bit of tension.
KABUKI.2013
curves to balance the straightness
make it speak Japan, but not too much... The brand, is much like a temaki, traditional elements in an approachable way.
BRAND BOOK
BRAND GUIDELINES SIGNATURE
temakerias are a place where youngsters and families go to talk and connect to each other The signature typography was crafted to embody the japanese street lights, and the outer line is a squared loop, as in constantly refreshed.
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES THE ICON
we say that Japan is upside down, on the opposite side of the world, let’s play with that. The letter A on KABUKI, becomes a temaki icon when rotated 180˚.
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES
BRAND VALUES SPEED
temakis are a fast food, more than 5 minutes to eat one and you are a slow eater. so let’s talk fast.
All materials must allways focus on easy understanding.
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES
BRAND VALUES HUMOUR
you may not understand a word in japanese, we know two or three ourselves, but everyone understands the simplest way to connect: a smile. All materials and brand touch points should be able to make a person connect by a smile.
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES
BRAND VALUES MIX
a temaki is a perfect example of cultural mashup. the base is traditionally japanese, while the filling and size are up to your imagination. All materials should be curated, mashing cultural elements and different visual expressions.
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES LOGO SPACING
spacing between letters is defined by “X+2/X”.
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BRAND BOOK
BRAND GUIDELINES CLEAR SPACE
logo
clear space is defined by one arrow head taken from the letter K.
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logo with signature
BRAND BOOK
BRAND GUIDELINES MINIMUN SIZE
Violating this standards compromises legibility of the logo.
restricted to 16mm height.
restricted to 15mm height.
restricted to 15mm height.
restricted to 12mm height.
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BRAND BOOK
BRAND GUIDELINES INCORRECT USAGE
Violating this standards compromises integrity of the brand.
don’t stretch.
don’t use it in any angle apart from 90˚.
don’t place the signature on the logo.
don’t use the logo in outline.
icon
don’t invert color usage.
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don’t put the brand insida a shape.
don’t use the icon next to the logo.
don’t use colors to reveal the icon.
don’t use the icon in an angle.
don’t use the icon upside down.
don’t apply colors on the icon.
BRAND BOOK
BRAND GUIDELINES TYPOGRAPHY
clean, straight and approachable. The Avenir Typeface was a perfect fit.
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES COLOR OVERVIEW
vibrate,
and make it fun. Our color palette, brings balance and youth to all brand communications. KABUKI.2013
Pantone Pantone Pantone BLACK C 191C 130C ____________ ________________________ ____________________________________ ____________ C 0% M 76% Y 38% K 0%
C 0% M 76% Y 38% K 0%
C 0% M 30% Y 100% K 0%
C 50% M 5% Y 95% K 0%
C 75% M 15% Y 85% K 0%
C 30% M 100% Y 10% K 0%
C 90% M 0% Y 25% K 0%
BRAND BOOK
BRAND GUIDELINES ON COLOR
it’s a mashup, so mix and match, but remember: it’s not carnival. the logo and icon can only be used in Black&White
KABUKI.2013
on a colored background, the logo can only be used without the signature.
on a colored background, the logo cannot be intersected by two or more colors.
BRAND BOOK
BRAND GUIDELINES ON IMAGES
the logo can only be used, without protection, on product shots. it’s not carnival.
the image should be covered with a gradient color filter on multiply. the logo should be placed on the inferior section of the image.
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES TEXTURE
urban blocks
the texture is based on the loop around “temakeria� signature mashed with an angled inclination based on the salmon stripes.
the urban blocks reflect the city life, so any color from our palette can be used with a 20% opacity.
the logo can only be used on the texture without signature.
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES
ICONOGRAPHY
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES ICONOGRAPHY
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES ICONOGRAPHY
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES ICONOGRAPHY
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES ICONOGRAPHY
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES ICONOGRAPHY
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES ICONOGRAPHY
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES ICONOGRAPHY
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES EMOTICONS
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES WAYFINDING
the shapes that stretch or shrink to fit content.
urban signage + comics +salmon stripes Geometric, but organic. Fun, but clean and sharp. Dialogue balloons are perfect for the job. X
KABUKI.2013
X
BRAND BOOK
BRAND GUIDELINES STATIONERY
BRAND BOOK
BRAND GUIDELINES SAUCES & SPICES
BRAND BOOK
BRAND GUIDELINES MENUS OVERVIEW
BRAND BOOK
BRAND GUIDELINES MENU TEMAKIS
BRAND BOOK
BRAND GUIDELINES MENU QUENTES
BRAND BOOK
BRAND GUIDELINES MENU COMBOS
BRAND BOOK
BRAND GUIDELINES MENU PORÇÕES
BRAND BOOK
BRAND GUIDELINES PROMOTIONAL
A PARTIR DE
SALMÃO KUBBO molho codimentado à base de soja
17
BRAND BOOK
BRAND GUIDELINES
SECTORS
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES SECTORS: TYPOGRAPHY
clean, rounded and approachable. meet Bariol, an auxiliar typeface.
bariol Regular KABUKI.2013
AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz
AaBbCc
BRAND BOOK
BRAND GUIDELINES SECTORS: MUSIC
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BRAND BOOK
BRAND GUIDELINES SECTORS: FEST
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES SECTORS: LOVE
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BRAND BOOK
BRAND GUIDELINES SECTORS: LOJA
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES SECTORS: TEXT BOX
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BRAND BOOK
BRAND GUIDELINES STORES
store front
the brand and icon application at store fronts are essential to create a unity on the identity system.
the icon should be placed on a round totem, near to the sidewalk.
KABUKI.2013
the logo should be placed inside a glass/acrylic window on the store entrance.
BRAND BOOK
BRAND GUIDELINES STORES
table units
the table unit was made understanding the environment as an essential touchpoint.
the menus are fixed by hooks on the back of each sofa, for easy and independent access.
KABUKI.2013
the menu composition must be the same on every surface, like the picture above.
BRAND BOOK
BRAND GUIDELINES STORES
unit emoticons
the table unit was made understanding the environment as an essential touchpoint.
every table unit has an emotional totem, that lights up messages and emoticons via sms texting. it’s a live feedback on service and consumer insights.
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES STORES
kiosk
the kiosk is a concise translation of the store. simple straight lines with a modern feel.
the logo should be luminous and white, placed at the central counter. and one in each side of the top structure.
KABUKI.2013
BRAND BOOK
BRAND GUIDELINES KABUKI.2013
baptistaponto@gmail.com http://be.net/thamisedefalco