Brand Identity Guide 2022
Table of Contents Introduction......................... Basic Elements..................... Stationery Design............... Signage................................... Packaging.............................. 4-6 8-16 18-24 26-36 38-42 Merchandise.......................... Credits.................................... 44-48 50-52 Project Brief Design Overview Color Palette and Patterns Typefaces Symbolic Description Black & White Logo Ratio Master Logo Logo Variations Logo Restrictions Clear Space & Minimum Scale Letterhead Envelope Business Cards CD & Case Folder Mockup Main Entrance Promotional and Business Hours Indicational Informational Menu Sliding Drawer Box Informational Card 01 02 03 04 05 06 07 Content Pages 2 Canvas Tote Bag Dried Tea Leaves Stickers Teacups Mockup and Photography Logo Details
Introduction
Project Brief Design Overview
4
01
Project Brief
The purpose of this project is to build an identity system for a new or pre-existing business. This project will focus on a brand called Tuzi Teahouse.
Tuzi Teahouse is a modern take on traditional afternoon tea with accents from the chinese culture. It started off as a small local tea shop where the owners had a passion for making new and fun drinks while also appreciating the traditional ways of making tea. Because the owners love sharing with their community, they have grown to several locations around Las Vegas.
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Design Overview
The target audience for Tuzi Teahouse is a wide range. Their afternnon tea specialty is open to all ages though adults would most likely enjoy the experience more. It would also be a fun new experience for those who have never had afternoon tea and give them a chance to learn about the traditions of making tea and how the food that is paired with their tea brings out different flavors.
The rabbit icon is used in the logo because Tuzi in chinese means rabbit and in the chinese culture, rabbits are considered lucky, calm, and elegant, which is what Tuzi Teahouse represents. The rabbit holds a tea leaf in its mouth to signify the tea leaves used in making tea.
The goal of this brand is to create a calm and elegant ambiance for guests, share afternoon tea experience with community and share popular modern drinks with a traditional touch.
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Basic Elements Color Palette and Patterns Typefaces Symbolic Description Black & White Logo Ratio Master Logo Logo Variations Logo Restrictions Clear Space & Minimum Scale 02 8 Logo Details
Color Palette
#e33b45
R: 227 G: 59 B: 69
C: 5.2 M: 91.53 Y: 74.18 K: 0.09
In chinese culture, red represents good luck. This specific red was chosen because of its boldness and symbolism in the chinese culture.
Patterns
This abstract simple pattern is a traditional Chinese pattern used to represent clouds. The white pattern is scattered on a red base.
#ffffff R: 255 G: 255 B: 255
C: 0 M: 0 Y: 0 K: 0
White is used to help create contrast with the bold red.
White Cloud Red Cloud
This abstract simple pattern is a reversed version of the one above. The pattern is red scattered on a white base.
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Cooper Std Black is the text used in the main logo and its variations. This is the primary typeface for the brand.
Futura PT Medium is used in the main logo and its variations as well. This is the secondary typeface for the brand and is used throughout the project.
Typeface
Typeface
Std
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
k
q r s
u
x y z
B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Typefaces Primary
Secondary
Futura PT Medium Cooper
Black
a b c d e f g h i j
l m n o p
t
v w
1234567890 !@#$%^&*()_-+={}[]\|:;”’,./<>? A
a b c d e f g h i j k l m n o p q r s t u v w x y z 1234567890 !@#$%^&*()_-+={}[]\|:;”’,./<>?
10
Symbol Description
2 1
This logo uses an illustrated rabbit holding a tea leaf in its mouth. The rabbit takes up approximately 1/3 of the horzontal width of the logo. The text was structured and resized in a way that the word “TUZI” stands out the most.
1. The rabbit icon is used because “TUZI” in chinese means rabbit.
2. The leaf in the rabbit’s mouth represents the tea leaves used to make tea.
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x .5x 2.5x 8.3x 14x 4x 12
Black & White Logo Ratio
13
Master Logo
Logo Variations
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Logo Restrictions
Do not distort the logo Do not crop the logo Do not use rearrange logo Do not replace the logo’s color palatte 15
16
Clear Space and Minimum Scale x 1.3x 1.3x
1.6” 0.5”
Stationery Letterhead Envelope Business Cards CD & Case Folder Mockup 03 18
.56” .1”
.56”
.62” 2.3” 1” .73”
Letterhead
8.5” 19
11”
Envelope
4.125”
9.5”
20
Front Back
1.21”
3.25” 1”
Business Card 2” 3.5” Front Back 21 1.5” .38” 1.5” .4” .4” .4”
CD & Cover 4.7” 4.7” 22 1.3” 1.3”
Folder 18” 12” 4.25” 23 1” 3.6” 9” 1” 3.6”
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Signage Main Entrance Promotional and Business Hours Indicational Informational Menu 04 26
Main Entrance 2’ 2’ 5.5’ 27 2’
1.5’ 2’ 29
Promotional and Business Hours 5.5’
5.5’ 8” 8” 11” 8” 5’ 6’ 31
Indicational
5.5’ 2’ 3’ 6’ 33 3’
Informational
Menu Sign 5.5’ 3’ 4’ 3’ 35 .5’
37
Packaging Sliding Drawer Box Informational Card 05 38
Sliding Drawer Box
39
40
Informational Card
41
42
Merchandise 06 44 Canvas Tote Bag Dried Tea Leaves Stickers Teacups
Tote bag
45
Tea Jar
46
47
Stickers
Teacups
48
Content Pages Mockup and Photography
50
Credits 07
https://unsplash.com/photos/ovRHJIp_A5E
https://unsplash.com/photos/MCN7xTTeAkw
https://unsplash.com/photos/4T5ln7fSWa0
https://unsplash.com/photos/xdD-x2Y2SPI
https://unsplash.com/photos/4Ia348kvX7A
https://unsplash.com/photos/B43a-FPxYqU
https://unsplash.com/photos/B43a-FPxYqU
https://unsplash.com/photos/B43a-FPxYqU
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Content Pages
Mockup & Photography
https://unsplash.com/photos/ovRHJIp_A5E
https://www.freepik.com/premium-psd/city-sign-design-mockup_17254247.htm
https://www.freepik.com/free-photos-vectors/corporate-stationery
https://unsplash.com/photos/xdD-x2Y2SPI
https://www.freepik.com/premium-psd/jar-mockup_12947773.htm#query=amber%20glass%20jar&position=11&from_view=keyword
https://www.freepik.com/free-psd/ombre-business-card-psd-mockup-oceanblue_16330611.htm#query=greeting%20card%20mockup&position=21&from_view=search&track=sph
https://www.freepik.com/free-photo/poster-with-vertical-frames-empty-whitewall-living-room-interior-with-blue-velvet-armchair-3d-rendering_10451793.htm#query=poster%20frame%20living%20room%20mockup&position=0&from_view=search&track=sph
https://unblast.com/free-a-frame-sign-chalkboard-mockup-psd/
https://www.pinterest.com/pin/283726845270042250/
https://unsplash.com/photos/OXXsAafHDeo
https://www.freepik.com/premium-psd/we-are-open-sign-mock-up-hanging-window_28531581.htm#query=we%20open&position=9&from_view=keyword
https://www.mockupworld.co/free/small-canvas-tote-bag-mockup/
https://www.pacagemockup.com/square-sliding-drawer-box-mockup-psd/
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2022
Brand Identity Guide
Created by Katie Tang
