Lowland's Visual Identity by yopigozal

Restaurant & Bar

Lowlandâ&#x20AC;&#x2122;s Restaurant & Bar Jalan Kolonel Sugiono 32, Surabaya JawaTimur, 65123, Indonesia +62 31 353299 info@lowlands.com www.lowlands.com

A Brand Guidelines by Yopi Gozal 3415100004

A Messages from the seas....

This Graphic Stabdard Manual is main guide to use our brand identity at it’s best apperance. This book contain guidelines to make sure our brand is used correctly. It used to standarize our identity in any application media. because the key of successful communication is consistency to maintain the system. Lowland’s want’s to express it’s name through any elements. To tell the world how we capabble of, and serve o ur costumer at it’s best. every elements that we used is a foundation for the stories that we want our brand, our products, our services to tell.

Yopi Gozal CEO of Lowland’s Restaurant & Bar

Contents

I. Introductions Brand ProďŹ le Design Concept

10 11

II. Basic Elements Primary Signature Logo Secondary Signature Logo Logotype only Black & White Version Scale & Proportion Minimum Clear Space Minimum Size Usages Unacceptable Usage

14 16 17 18 19 21 22 23

III. Signature Colors Signature Colors Recommended Background Colors Usages

28 30

IV. Typeface Primary Typeface Secondary Typeface

36 38

IV. Tagline Tagline Logo & Tagline Correlation

39 40

VI. Supergraphics Graphic Elements llustrations Usages The Seal

44 45 47 49

III. Media Applications Stationary Sign System Table Essentials Take9Away Packaging Uniform Promotional Media Environments Vehicle Merchandise

52 58 59 61 62 63 65 68 69

Introduction

Brand Proﬁle

Lowland’s is a profesional seafood restaurant & bars with international-class standard. Our dishes se made with high quality fresh inggridients. being served by certified chef. Our drinks made by authentic recipes that 400 years old century old. Lowland’s comes with concept of togetherness, Aptitude, and the adventure spirits of sailors if the oceans. Let’s taste the magnificent flavour hat dock in your tounge.

Design Concept

Lowland’s logo used the silllhouete of ship’s Mainmast (the sail pillar of the ship) and it’s flag. The Sails and its mast is a main foundation that leads a ship through the seas. The Sails represent the spirit of freedom, courage, and honor. The signature flag means the unity of every person in the ship. lowland’s brings their customer experince new things, new taste and new warmth of the seas. The Logotype uses the serf font which create a clasic, elegant and autenthic image that portrays the quality of Lowland.s as the best of it’s own.

Classic - Ships - Marlins - Sailors

Basic Elements

Primary Logo

Logogram

Logotype

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Brand line

This is the primary logo of Lowland’s. The primary logo compraise three main element. That is logogram, logotype and brand line. The Logo deppicted with the sillhouette of ships tiimber (sail pillars} and Lowland’s brand logotype. The Primary logo can used without it’s brandline. The Picture on the left is the preferred version of the logo. It can be used in any needs. {For color scheme see page 28}

Primary Logo Without Brand line

other Color schemes

The Primary logo comes with alternative color pallette. It can be used for occasional needs when the primary pallette cannot be used.

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Marine Version

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Black Version

Secondary Logo

This is the secondary logo of Lowlandâ&#x20AC;&#x2122;s. It contains logogram, logotype nad bran line which placed around the logo. It can be be used in a special circumtances. Examples including stamp, packaging and stc. The logo also can be used as supergraphics.

Logotype only

Lowlandâ&#x20AC;&#x2122;s logotype also can be used separately with the logogram. This logo is the preferred version of the application in a small, limited space and special circumtances suchas promotional endorsement and etc. The logo consist of main logotype and the barand lines. The logo can can be used without itâ&#x20AC;&#x2122;s brand line in special occasion.

Logotype

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Brand line

(for the color see page 29)

Primary Logo Without Brand line

Reverse Logo

The reverse logo is the preffered version when the logo is applied in a limited color media such as take -away packaging and etc. the logo comes with two color scheme.

Restaurant & Bar

Scale and Proportion

This is the preferred scale and proportion of the logo. It helps to maintain itâ&#x20AC;&#x2122;s consitency, and makes logo reprodution easier. the scale and prortion of the logo canâ&#x20AC;&#x2122;t be changed in any situations.

Scale and Proportion

Minimum Clear Space

The logo must be placed with certain certain clear space. It helps the brand logo signature to preserve itâ&#x20AC;&#x2122;s integrity The minimum clear space must not differ with the diagram onthe right.

Restaurant & Bar 0.1 X

0.1 X 0.1 X

0.1 X

X 4,5X

X X

30X

Scale and proportion

3CM

To maintain the legibility and and clarity of the lbrand, The logo may not be used smaller than the size shown on the left diagram. If the primary logois not possible to be used. Then it is allowed to use the secondary logo.

Restaurant & Bar Restaurant & Bar

2CM 3CM

2.5CM

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Unacceptable Usage

sta

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Dont rotate the logo

Dont skew the logo

raB & tnaruatseR

Dont reflect the logo

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Dont stretch the logo

Dont use logogram independently

Dont change the logo proportion

Unacceptable Usage

Dont rotate the logo

Dont stretch the logo

Dont skew the logo

Dont use logogram independently

Dont reflect the logo

Dont change the logo proportion

Unacceptable Usage

Restaurant & Bar

Dont change the logotype proportions

Lowlandâ&#x20AC;&#x2122;S Restaurant & Bar

Dont change the logotype with any typeface

Signature Colors

Primary Color Pallette Primary Color Pallette C : 50% R : 61 M : 70% G : 37 Y : 81% B : 21 K : 68%

This is the Signature color that allowed to be used in the logo and other media.

#3D2515

The primary color should be used more frequent on any media. The Secondary pallette is a special occasion schemes. for example he blak-gold schemes is usd for the premium version.

C : 13% R : 223 #DFC294 M : 21% G : 194 Y : 45% B : 148 K : 0%

Secondary Color Pallette C : 98% R : 17 M : 78% G : 54 Y : 42% B : 84 K : 35%

#113654

C : 12% R : 221 #DDDDDC G : 221 M : 9% Y : 103% B : 220 K : 0%

C : 50% R : 104 #68592F M : 52% G : 89 Y : 89% B : 47 K : 34% C : 71% R : 37 M : 66% G : 36 Y : 63% B : 37 K : 70%

#252425

Recommended Color Usages Primary Color Pallette This is the color range that allowed to be used as background colors. preferred saturation for the background colors beside is the best usages that maintain the legibility and clarity of the brand.

10% Black

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40% Black

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Please donâ&#x20AC;&#x2122;t using similiar color or color which is not use enough contrast for the background colors. for more information please contact the company or the designer.

Recommended Color Usage

50% Black

100% Black

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Recommended Color Usages Secondary Logo Background Usage This is the color range that allowed to be used as background colors. preferred saturation for the background colors beside the best usages that maintain the legibility and clarity of the brand. Please dont using similiar color or color which is not use enough contrast for the background colors.

Pure color Signature

60% Black 10% Black

50% Black

60% Black

100% Black

for more information please contact the company or the designer.

Recommended Color Usage Secondary Logo Background usage 0% Saturation

50% Saturation

60% Saturation

100% Saturation

Recommended Color Usages Reverse Logo Background Usage This is the color range that allowed to be used as background colors. preferred saturation for the background colors beside the best usages that maintain the legibility and clarity of the brand.

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40% Black

Please dont using similiar color or color which is not use enough contrast for the background colors. for more information please contact the company or the designer.

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80% Black

Typeface

Primary Typeface

This is the main typeface that is used in the logotype.

Constantine modified

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Sylfaen

Constantine

Sylfaen

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,/’[]-=!@#$%^&*()_+{}:”>?<

ABCDEFGHĲKLMNOPQRSTUVWXYZ abcdefghĳklmnopqrstuvwxyz 1234567890 .,/’[]-=!@#$%^&*()_+{}:”>?<

Constantine font family is used for the word “Lowland’s” with some proportion modification, So the logo preserve a typographical aesthetic that makes brand stand out. Sylfaen font family is used for brandline. to preserve enough contrast with the logotype. The primary type face is allowed to be used in any application needs.

Secondary Typeface

This is the secondary typeface that can be used through media application except the logo signature. The constantia and Book of Antiqua font family is allowed to be used in copybased application, such as menu, promotional media, layout and etc. The script MT Bold font can only be used as sign system typography.

Script MT Bold

Constantine

ABCDEFGHIJKLMNOPQRSTUaVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,/’[]-=!@#$%^&*()_+{}:”>?<

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,/’[]-=!@#$%^&*()_+{}:”>?<

Book of Antiqua

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,/’[]-=!@#$%^&*()_+{}:”>?<

Tagline

A fine taste among the seas

This is the official tag line of Lowlandâ&#x20AC;&#x2122;s. It shouts out our brand vision. we cares about the quality of our services and take consument as our priority. makes Lowlandâ&#x20AC;&#x2122;s the finest among other brands. The tagline use Boook of Antiqua Typeface{see page 37)

A fine taste among the seas

It should be placed in such space as shown in the diagram to main legibilty.

X X

30X

Logo & Tagline Correlation

Logo and tagline must be placed in such coordination if it used together in any ocassion It is used in Promotional Media and etc.

Supergraphics

Graphic Elements

This is one of the supergraphics that strengthen the visual identity of the brand. This graphic elements can be used in any media, such as boreder, header, footer, decorations and etc. there is no limitation about the cotnfiguration of the elements as long it visualy beautiful. this Supergraphic takes inspiration from victorian style artworks. The marlin fish shown represent the struggle and adventure of the sailorss in the oceans.

Illustrations

This is one of the supergraphics that strengthen the visual identity of the brand. This Illutrsation can be used in in any medai application as long it maintains visual aesthethics. There is no limitation of usages and graphic elements. This guide only shows our illustration style that used as our visual identity. For more information please contact the company or the designers.

Illustrations

The Illutartion style we used is croeehatcing technique. It represent our brand as an Artisan goods. It slso communicate our theme as an classic restaurant.

Usages Pattern The liiustration signature can be used as pattern. It can be applied in some media, such as packaging, background and etc. there is no limitation for the use as long it preserve the visual aestethic and compositions. For color signature see page page 28. But it is not recommend to use colors that dont preserve enough contrast.

Usages Separate uses The illustration can be used separately as visual elemets throughout any application needs. The diagram on the left is our preferred example of illustration application on layouts. for more information please contact the company or the designers.

The Seal

The secondary logo also can be used as supergraphics. It can be used by cropping. The diagram on the left shows our preferrred usages of the graphic.

Media Application

Stationery Bussiness Card This is the application of visual sytem. 20 mm

Yopi Gozal 1

3 mm

CEO 2

55 mm

5 mm

+6281554600097 3 Jl. Kol. Sugiono 32 Surabaya | +62 31 353 299 info@lowlands.com www.lowlands.com

Lowlands @Lowlands

Lowlands

35 mm

4 mm 1,3 mm 7 mm 4 mm 10 mm

Restaurant & Bar

3 mm 85 mm

35 mm

Restaurant & Bar

1. Name of holder Font : Contantine Size :14 2. Occupation Font : Contantine Size :12 3. Contact number Font : Contantine Size :12 4. Company addresse Font : Sylfaen Size : 9 2. Company media sccounts Font : Book of Antiqua Size :6

Yopi Gozal Watson

Smitthy weber

Staff

Cheff

+6281554600097

Jl. Kol. Sugiono 32 Surabaya | +62 31 353 299

info@lowlands.com www.lowlands.com

CEO

+6281554600097 Jl. Kol. Sugiono 32 Surabaya | +62 31 353 299 info@lowlands.com www.lowlands.com

Lowlands @Lowlands

Lowlands

Stationery Letterhead

9.5 mm 15 mm

This is the application of visual sytem.

Restaurant & Bar

1. Logo 2. Company addresse Font : Sylfaen Size : 10 3. Body text Font : Book of Antiqua Size :12

15 mm Jalan Kolonel Sugiono 3 Surabaya, Indonesia Info@lowlands.com www.lowlands.com

15 mm

32 mm

Dear Mr. John

295 mm

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Sincerely

Yopi Gozal

9,5 mm

9,5 mm 19 mm

28 mm

100 mm

35 mm

9 ,5 mm

Stationery Operational Letters 75 mm 6,5 mm SURAT JALAN

1 Restaurant & Bar

Jalan Kolonel Sugiono 32, Surabaya JawaTimur,65123 Indonesia | +62 31 353299 info@lowlands.com www.lowlands.com

Keterangan

2 Jumlah

12,5 mm

19 mm

PO NO : TGL INVOICE : KEPADA :

50 mm

12 mm Nominal

12,5 mm 10 mm

37 mm

Total Restaurant & Bar

Jalan Kolonel Sugiono 32, Surabaya JawaTimur,65123 Indonesia | +62 31 353299 info@lowlands.com www.lowlands.com

2 3

0132 TABLE 03 KIM Svrck 02 13.05p 01/02/2016 HORMAT KAMI

PENERIMA,

JOHN Finance

SEBASTIAN Finance

Lorem Lorem Lorem Lorem

6,5 mm 31 mm

57 mm

ipsum ipsum ipsum Ipsum

This is the application of visual sytem. 1. Logo 2. Company addresse Font : Sylfaen Size : 9

35.900 54.900 10.000 54.900

Sub Totsl Tax

256.800 9.560

Total

266.360

01/02 15.04p

145 mm

1 2

Restaurant & Bar

THANK YOU

Tgl : ..............................................................

Jalan Kolonel Sugiono 32, Surabaya JawaTimur,65123 Indonesia Telp : +62 31 353299 info@lowlands.com | www.lowlands.com

Keterangan

Kepada Yth : ....................................................................... ....................................................................... ....................................................................... Harga

10 mm 21 mm

Jumlah

210 mm

-Barang yang sudah dibeli tidak dapat ditukar kembali -Nota sebagai bukti transkasi

TOTAL

Stationery Map Folder This is the application of visual sytem.

50 mm

1. Logo 2. Company addresse Font : Sylfaen Size : 10 3.Company media account Font : Book of Antiqua Size :9 40 mm

Restaurant & Bar

Jalan Kolonel Sugiono 3

32 mm

Surabaya, Indonesia Info@lowlands.com www.lowlands.com

25 mm

Lowlands @Lowlands

Lowlands

10 mm 230 mm

40 mm

80 mm

30 mm

45 mm

2 3

Stationery Envelope

Restaurant & Bar

40 mm

60 mm

This is the application of visual sytem.

1. Logo

110 mm

28,5 mm

1,5 mm 6 mm

65 mm

210 mm

2. Company addresse Font : Sylfaen Size : 10 3.Receiver textbox

41 mm

Restaurant & Bar

15 mm

Jalan Kolonel Sugiono 3 Surabaya, Indonesia Info@lowlands.com www.lowlands.com

Stationery Nametag & Others

Nametag

This is media application for other stationery goods such as nametag, pen and stamp.

Yopi Gozal

Smitty weber

CEO

Staff

Pen

Stamp

Sign System Signages Parking area

Main Sign

This is application of visual elements such as logo, supergraphic and typograpy on sign system.

Entry

Toilets

Entry Bar Restaurant & Bar

Cashier

Bar Staff Area

Sail -ors Mermaids

Crew only

Table Essentials Table number, tissue & Napkin This is application of visual elements such as logo, supergraphic and typograpy on Tabble essentials

table Re

sta

01 Restaurant & Bar

Napkin

Tissue

Table Number

Table Essentials Menu & Order Book

Menu Book

This is application of visual elements such as logo, supergraphic and typograpy on Tabble essentials

Order Book

Quartermaster

Lowlands Restaurant & Bar

This is application of visual elements such as logo, supergraphic and typograpy on labels and packagings

Restaurant & Bar

+62 31 353299 www.lowlands.com

Jl. Kol. Sugiono 32 Surabaya +6231353299 Lowlands info@lowlands.com @Lowlands www.lowlands.com Lowlands

61 Jl. Kol. Sugiono 32 Surabaya +6231353299 Lowlands info@lowlands.com @Lowlands www.lowlands.com

Take-Away Packaging

Labels, goodie bags, & take-aways Goodie Bag Bottle labels

Take away food packaging

Paperbag

Restaurant & Bar

Jl. Kol. Sugiono 32 Surabaya +6231353299 Lowlands info@lowlands.com @Lowlands www.lowlands.com Lowlands

A Fine Taste Among The Seas

Uniform

This is application of visual elements such as logo, supergraphic and typograpy on Staff Uniforms.

Restaurant & Bar

Apron

Men

Women

Promotional Media Invitation, X-Banner, Posters This is application of visual elements such as logo, supergraphic and typograpy on conventional Promotional Media

x Restaurant & Bar

Restaurant & Bar

You are invited to an outstanding dine at Lowlandâ&#x20AC;&#x2122;s restaurant& bar. Yopigozal

Grand Opening

Get Discount up to 50%

Posters Invitation cards Get Discount up to 50%

X banners

Media Promotion Websites

Mobile UI

This is application of visual elements such as logo, supergraphic and typograpy on Digital media such as websites. Grand Opening

Order now

Desktop UI Restaurant & Bar

Home

Order

Location

Specials

About

Environment Interior This is application of visual elements such as logo, supergraphic and typograpy on Environment. The interior adapt the anatomy of sail ships.

Deck lounge Bar section

Front bow section

Environment Exterior

Front store exterior

This is application of visual elements such as logo, supergraphic and typograpy on Environment. The Exterior adapt the anatomy of sail ships.

Environment Exterior for indoor store Front store exterior

This is application of visual elements such as logo, supergraphic and typograpy on Environment with limited space such as mall indoors or branch store with limited architecture.

Restaurant & Bar

Vehicle

This is application of visual elements such as logo, supergraphic and typograpy on vehicles.

Merchandise

This is application of visual elements such as logo, supergraphic and typograpy on vehicles.

T-shirt

Totebag

Glass

Stickers

Restaurant & Bar

â&#x20AC;&#x153;A fine taste among the seasâ&#x20AC;?