CORPORATE IDENTITY MANUAL
LOGO
C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
About us This standards manual was developed to guide the creation of products and marketing and communications materials for Pho75 in Reston. Compliance to the standards described in this manual ensures that the Pho75速 distinct brand identity is maintained and that a uniform image is presented. The Pho75 logo is the cornerstone of our brand image and must be protected and leveraged. In addition to the logo, there are other elements they comprise the Pho brand image. These elements must be used to ensure that all products and documents have a uniform look and comply with standards of quality. Keep this manual for quick reference when creating products or communications materials for Pho75. The standards described in this manual apply to all products, documents and electronic communications, even if they are not specifically mentioned here. The company was founded in 2003 and is a family owned business. Currently they are in a singular location in Reston. Favored by many Pho lovers, it is known for having the best Pho soup in the area. The business is considered humble, warm and very welcoming to many families. Only at Pho Reston 75 will you get the full experience of mouth watering Vietnamese cuisine.
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C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Before The existing logo for Pho Reston 75 fails to represent the business’s success throughout the years. The logo feels very crowded and almost provokes a sense of claustrophobia. Does not follow any kind of grid. There are too many elements involved with the logo. For starters the logo has a bowl filled with text, that have used 3 types of fonts. The color combination does not complement the business and finally the map of Vietnam above the bowl is not necessary, the logo underestimates the business’ clientele
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C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
After The logo appears on all of the company’s visual communications, including the utensils, interiors and signs. The logo represents more than just our name – it’s the primary means of identifying our company and our brand’s presence in the marketplace. Appropriate use of the logo is necessary for maintaining the integrity of our brand and presenting a unified image of the company. The business is acknowledged for having great Pho soup thus the name as well as the logo mark must complement each other in some way. The logo mark is represented using the bowl of Pho with noodles and the herb leaf. The new logo establishes a relationship with the clientele that portrays a healthy and friendly environment.
PHÒ 75 R E S T O N
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C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Proportions ½N
The diagram outlines proper portions to always maintain when reconstructing the logo. Always keep the proportions.
PHÒ 75
The uppercase “N” of the typeface franklin Gothic Medium is used to measure the dimensions.
2N
1N
R E S T O N
The gold bar in between the type should be half of the “N” 6N
13¾N
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C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Clearance The logo should always be surrounded by a generous amount of open space to keep it free of any visually distracting elements. Typographic or photographic material should not infringe on the imaginary clear space indicated around the logo. The logo may appear on any neutral area of a photograph that is free of any imagery that may conflict with its legibility. Any of the approved color renditions of the logo may be used as long as there is sufficient value contrast between the logo and the background. To ensure legibility, it is necessary to maintain proper clearance around the logo. The diagram outlines the minimal space to conserve the logo.
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R E S T O N
No type or illustrations should get any closer than what is displayed in the diagram on the right. The margin space is the equal width as the “N”.
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C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Typography Franklin Gothic and its related faces are realist sans serif typefaces originated by Morris Fuller Benton (1872–1948) in 1902. “Gothic” is an archaic term meaning sans-serif. Franklin Gothic has been used in many advertisements and headlines in newspapers. The typeface continues to maintain a high profile, appearing in a variety of media from books to billboards.
This is the preferred text for the logo “PHO 75”
The type accompanied with Footlight MT Light offer a vast amount of respect based on the usage from other big companies. It elaborates on seriousness, loyalty and respectability. The two form a bond that is unique and essential to the business. This page illustrates the fonts we use in all visual presentations of the company. Footlight MT light and Franklin Light, Franklin Book are the two primary fonts, no other fonts are permitted
Footlight MT Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
This is the preferred text for the logo “RESTON” as well as any and all body copy
Franklin lights and book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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R E S T O N
PHÒ 75 PHÒ 75 R E PHÒ S T O 75 N R E S T O N R E S T O N
C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
PHÒ 75
PHÒMisuse 75
R E S T O N
PHÒ 75
PHÒ 75
R E S T O N PHÒ 75 R E S T O N PHÒ 75PHÒPHÒ 75PHÒ 75 PHÒ 75 PHÒ 75 75 R E RS ET S OT NO NR E S TR OE NS T O NR E S TPHÒ 75T O N O RN E S E S T O N PHÒ R75 PHÒ PHÒ 75 75PHÒ 75 R E S T O N R E S T O N R E S T O N R E S T OPHO N 75 PHÒ 75 PHÒ 75 75 R E S TR OE NS T O NPHÒ 75 R E75S T O N PHÒ 75PHOPHÒ PHÒ 75 RESTON R E S T O N PHÒ 75 PHÒ 75 R E S T O N PHO 75 PHÒ 75 PHÒ 75 PHÒ 75 PHÒ 75
R E S These T O Nare incorrect distortions andR unacceptable E S T O N versions of
1.
the logo design. All parts of the logo must remain intact, to R brand E S identity. T O N keep consistency within the
PHÒ 75
PHÒ 7575 PHÒ 75 EPHÒ S 1.T DON’T O75 N change the PHÒ font for Reston or R E S T O N
R E S double T O N the gold line R E S T O N
R E S T O N
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2. DON’T take anything out of the logo or let the types touch.
PHÒor rearrange 75 E S 3. T DON’T O N change the color R E S T O N R E StheTlogo. O N
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4. DON’T change the size of the gold bar or color of noodles.
ER SE S5. T DON’T TO ONNstretch the logo at all
PHÒ 75 PHÒ R E S TPHÒ O N 75R E S T
4.
R E S T O N
R E S T O N
R E S T RO E NS
T O N
R E S T O N
RESTON
R E S T O N
STON R E S T OR E N R E S T O N
R E S T O N
R E S T O N PHÒ 75 PHÒ 75 PHÒ 75 PHÒ E S T O N R E 75 S T O N PHÒR75 PHÒ 75 75 PHÒ 75 PHÒ RESTON RESTON PHÒ PHÒ 75 75 PHÒPHÒ 75 75
PHÒ 75
2.
R E S 5. TON
R E S T O N
R E S T O N
R E S T O N
R E S T O N
R E S T O N
3.
PHÒ7575 PHÒ R E S T O N
E S T O N
PHÒ 75 PHÒ 75 R E S T O N
R E S T O N
R E RS 75 ET OS NT O N R E S TR OE N S T O N PHÒ R E S T O N
PHÒ 75 R E S T O N
PHÒ 75 R E S T O N
PHÒ 75 R E S T O N
PHÒ 75 R E S T O N
PHÒ 75
PHÒ 75
PHÒ 75
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R E S T O N
R E S T O N
R E S T O N
PHÒ 75 R E S T O N PHÒ 75 R E S T O N
R E S T O N
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PHÒ 7 R E S T O PHÒ 7 R E S T O PHÒ 7 R E S T O PHÒ 7 PHÒ R E S T7 O
C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Usage The preferred appearance of the Pho75 logo is on a white background in these color variations.
R E S T O
1.
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When ever the logo is reconstructed keep in mind all the elements that are included in the logo. In an appropriate setting, the logo can be used in a very particular version, maintaining of course the same dimensions and the clearance intact.
R E S T O N
PHÒ 75 2.
1. Full color 2. All black
R E S T O N
PHÒ 75 75 PHÒ R E S T O N
4.
R E S T O N
3. Black and white 4. Just the bowl for branding purposes 5. Icons
5.
3.
PHÒ 75 PHÒ PHÒ 7575 R E S T O N
PHÒ 75
PHÒ 75 PHÒ 75
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RR EE S ST OT NO N RR EE S ST OT NO N
PHÒ 75 R E S T O N
R E S T O N
R E S T O N
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PHÒ PHÒ 77P R E S T O R E S T O PHÒ 7R R E S T O PHÒ 7 R E S T OP PHÒ 7R PHÒ R E S T7 O R E S T O P PHÒ 7 PHÒ 7R
R E S T O R E SS TT O
PHÒ 7 R E S T O
PHÒ 7
R E S T O
R E S T O N
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C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Corporate color For reproduction of the logo, only the given values for each color system must be used. The primary palette is used with the stationary as well as any uniforms the business might inquire.
Primary
Pantone Process Black C
Pantone 185 C
Pantone 109 U
R=35 G=31 B=32
R=255 C=0 G=193 M=25 B=17 Y=100 K=0
R=236 C=0 G=28 M=94 B=36 Y=100 K=13
C=0 M=0 Y=0 K=100
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STATIONARY
C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Letterhead The letterhead is to always be printed on 8.5 x 11 in paper. Paper type will be 40lb vanilla cardstock.
PHĂ’ 75 R E S T O N
12020 North Shore Dr. Reston, VA 20190 PhoReston75.com 703.481.5935
Primary Letterhead
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C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Business Card The business card are to be printed on 3.5 x 2 in. paper. Paper type will be 40lb matte paper.
PHÒ 75
Thưởng Thức
R E S T O N
(enjoy)
(enjoy)
Hung Lee 12020 North Shore Dr. Reston, VA 20190 703.481.5935 PhoReston75.com
front
back
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C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Envelope The envelopes are to be printed on 91/2 x 41/8 in. Paper type will be 40lb heavystock.
PHĂ’ 75 R E S T O N 12020 North Shore Dr. Reston, VA 20190 PhoReston75.com
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COLLATORAL
C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Store front The storefront will be hung above the store so architecture aspects will not affect the logo in any way
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C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Lounge
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C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Uniforms The uniforms will consist as follows. The store manager shall use an all red coat with the logo above the pocket, while the cooks and servers will use the all white coat with the logo above the pocket
Team Members
Manager
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C O R P O R AT E I D E N T I T Y S TA N D A R D S M A N U A L
Utensils All the utensils in the restaurant will consist of the following colors, all yellow handle with the logo image.
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