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Lighthouse Seagrill Design Concept
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Lighthouse Sea Grill Seafood Restaurant Design Concept
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Lighthouse Seagrill Design Concept
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Lighthouse Seagrill Design Concept
LHSG 是一个一家以烧烤为主的海鲜餐，我们收集来
自世界各地的新鲜、无污染的海鲜食材，为消费者提 供自然舒适活泼的用餐环境，让您在一天的疲劳之后 可以在这里放松心情，享受美食。
餐馆主要经营方向是烧烤类食物，包括海鲜以及许多 新鲜的蔬菜和其他肉类，在本店可以体验自助烧烤的 乐趣，我们提供最新鲜的食材，秘制的调料以及烧好 的炭火，供大家对食物进行随意的发挥创造。半熟， 七分熟，生食或者全熟由你来决定。
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The LHSG restaurant's main courses are grilled seafood. All the ingredients are fresh and pollution-free aquatic products from all over the world. Consumers can enjoy their meal in an ease and lively dining environment. Beside seafood, the restaurant also serves the choice of various fresh vegetables and meat. It provides the most fresh ingredients, special sauces and spices, and BBQ grills so that the dinners can experience the fun of barbecue and self cooking. What would you like? Medium, medium well, well done or raw? Up to you!
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Lighthouse Seagrill Design Concept
Content
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concepts 设计理念
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location plan 地理位置
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interior design 室内设计
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the logo 标志设计
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colour pallate 色彩模式
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typography 字体应用
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design examples 设计实例
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stationery 附属设计 8
Content
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Lighthouse Seagrill Design Concept
Concept
Light house Sea Grill, 位于 54 号 mill road，是一家 以海鲜烧烤为主的酒吧餐厅，我们的主要客户群为
18-40 岁的顾客，我们努力为消费者提供最优质的食
物，最舒适的用餐环境和服务。我们装修风格以北欧 工业为主轴，搭配现代简约风。
我的设计任务是为“灯塔海鲜烧烤”设计一个风格品 牌。设计理念非常简单，客户希望在剑桥中心的主要 街道上开设一家海鲜烧烤酒吧，主要客户群为大学生 和青年人。酒吧名字的寓意为“海上的灯塔”，其整 个内部装修和标牌设计力求鲜明的体现这一理念，酒 吧的招牌和标识必须引人注目，简单好记。
在这一概念指导下，酒吧招牌使用了几何感很强的方 形和非常醒目字体，象征着灯塔发出的强光。全部的 设计包括标识、商业名片、菜单、海报、服务员制服 和围裙、外卖餐具和包装以及文具等。酒吧内部装修 旨在营造一个舒适明快的环境，突出海鲜产品的新鲜 和酒吧服务的快捷与周道。最终的设计要使这个海鲜 烧烤酒吧成为剑桥海鲜餐馆的风向标，并带动年轻人 的饮食时尚潮流。
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The Light House Sea Grill, at No.54 Mill Road, aims to serve the customs base ranging from 18 to 40. Its business targets are to provide the top-quality food, the most easeful environment and five-star service. The identity is based on North Europe Industry style and the modern simplicity. My work is to design an identity for "Lighthouse Sea Grill" in Cambridge, UK. The concept of this project is quite simple. The client plans to open a seafood Grill Bar on one of the main street in downtown Cambridge and its target customers are college students and young adults. Thus the name is given by the reason that the bar should symbolize the lighthouse in the sea. The whole interior and branding design should represent this notion in a very strong and clear way and its signage and logo should be quite strong and easy to remember. Based on this concept, the logo is designed with a strong typography and a square, representing the bright light of the lighthouse. This whole branding design includes the logo, business cards, menus, aprons and staff clothes, take away supplies and stationery. The interior design aims to create a cozy and simple environment for the dinners. The freshness should be the most obvious feature for a seafood restaurant and the service should be fast and considerate. I also want to make a restaurant as a wind vane for the seafood grill business and build a new trend for young generations. Design Concept
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Lighthouse Seagrill Design Concept
location plan 4.5m
10m 15.3m
1m
Bar
3m 3.4m Toilet
Kitchen 9m
6.7m
Store
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location plan
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Lighthouse Seagrill Design Concept
interior design
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Interior Design
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Lighthouse Seagrill Design Concept
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Interior Design
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Lighthouse Seagrill Design Concept
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Interior Design
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Lighthouse Seagrill Design Concept
from left
左视图
from top 顶视图
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Interior Design
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Lighthouse Seagrill Design Concept
the Logo
our logo
Lighthouse sea grill 的标志在使用时必须保证清楚清晰，
其使用必须保证正确无误。正确的使用我们的标志是非常 重要的。这一标志有多种变换形式，它的基本元素是在正 方形中的 LHSG，代表餐馆的缩写。标志的颜色根据背景
的颜色进行变化，在浅色背景上用两个使用深色的字体和 标志，在深色的背景上使用浅色的标志。
The logo of the Lighthouse sea grill must be clearly visible wherever it is used. It is essential that logo is used correctly and consistently. There are a variety of transformations while the basic elements are the LHSG abbreviations inside a square. The color of the logo varies with the color of the background: the dark logo against the brightand light background and light logo against the dark background.
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The logo
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Lighthouse Seagrill Design Concept
我们的标志可以单独使用，也可以和店的名字合起来使用， 当标志和店铺名字在一起使用的时候，永远保持标志在左
边，Lighthouse Sea Grill 的文字在右边，标志的颜色和字 体的颜色要时时保持统一，不能更改，标志和名字之间的 距离也要等比例放大或缩小，不能随意更改。
The logo can be used alone or used together with the name of the restaurant. when the logo and the name are used together, keep the logo on the left and text of "Lighthouse Sea Grill" on the right. The logo color and font color must always be consistent and cannot be changed. The proportion of the distance between the logo and the name should be fixed and cannot be changed randomly.
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The logo
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Lighthouse Seagrill Design Concept
logo sizes
为了能使我们的标志能表现的最清楚，正方形的标志和 标志字体结合的标志有一个最小值。正方形标志的最小 值使 13mm*13mm，标志与字体结合标志的最小值使 13mm*58mm。
标志的使用没有最大值。
To make sure the logo can be seen clean and clear, there is a minmum size for logo and the combined logo. The minimum size for the square logo is 13mm * 13mm. In that case the minimum size for the combined logo is 13 * 58. There is no maximum size for all the logos.
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13 mm
58 mm
The logo
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Lighthouse Seagrill Design Concept
exclusion zone
为了保证清晰突出而呈现的标志，标志周边必须标明不 能包含任何图形与文字的禁区，以此来保证店铺标志的 清晰可见和完整无缺。图右所示，标志外轮廓线和其他 文字或图像之间距离必须大于 2b。
图标和图案应与餐厅简洁舒适的风格统一，避免生硬拘 束的元素，力求营造出时尚舒适的用餐氛围。
It is important to ensure that the corporate logo is clearly reproduced and prominent. For this reason an exclusion zone or clear space area has been created in which no other graphics or text should appear. It helps to ensure clarity and improve the impact of the corporate logo. As it shows on the right, there must be a length of 2b wider than the outline squre before combine with other text or image.
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2b
2b
2b
b b a a a
a a b 2b
2b
2b
The logo
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Lighthouse Seagrill Design Concept
incorect logo use
Always use same colour for the combined logo
Lighthouse sea grill Do not change the spacing of the logo
Do Not distort or rotate the combined logo
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Do not change the relative sizes of the logo
Lighthouse Sea Grill Do not use another typeface for the combined logo
Do not change the colour for the logo except the colours in the colour palette
The logo
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Lighthouse Seagrill Design Concept
positioning 标志放置的理想位置是在一个页面上的任意四个角落 上，标志放置的位置页边距最少有一个禁区的距离。
如果标志像贴纸一样使用，也可以放在页面的正中间。 The preferred positioning of the logo is any of the four corners of a design layout. There should be an exclusion zone between the logo and the edge of the page. If the logo is used as a sticker, put it in the middle of the page.
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The logo
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Lighthouse Seagrill Design Concept
icons & pattern
小图标和图案在大多数情况下用于餐厅的外卖包装或 者菜单的背景上。
Icons and patter are mostly used on the takeaway supplies and backgrond for the menu.
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The logo
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Lighthouse Seagrill Design Concept
Colour palette primery colour
WHITE C=0 M=0 Y=0 K=0 R=255 G=255 B=255 HEX FFFFFF
NAVY BLUE C=93 M=78 Y=53 K=32 R=0 G=45 B=67 HEX B0DEC1
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secondery colour SUMMER GREEN C=21 M=0 Y=13 K=13 R=176 G=222 B=193 HEX B0DEC1
BEACH BLUE C=35M=0Y=3K=15 R=140 G=216 B=209 HEX 8CD8D1
SUNSHINE PINK C=0 M=14 Y=17 K=1 R=252 G=216 B=209 HEX FCD8D1
Colour Palette
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Lighthouse Seagrill Design Concept
typography
neutra family
我们使用 Neutra 字体家族作为我们所有印刷产品的字 体，这是一个现代感设计感都很强的字体，他的功能
性很突出并且被广泛运用，在 Neutra 家族字体中，有 几种不同形式的字体可以使用：Neutra Display Titling, Neutra Text Book SC, Neutra Text Light Alt, Neutra Text Light Italic.
为了使我们的设计产品让可以使更便于更多的人阅读和 理解，字体应用的最小字号是 8 号。
Use the Neutra family for all printed designed items. It is a clear cut classic ‘modern’ typeface with strong design featuers. It is functional and widely available. Within the Neutra family, you can choose between four types of bold: Neutra Display Titling, Neutra Text Book SC, Neutra Text Light Alt, Neutra Text Light Italic. The minimum type size for Lighthouse Sea Grill Design is 8pt. This is so that our products are accessible to as many people as possible,
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Neutra Display Titling
Neutra Text Book SC
Neutra Text Light Alt
Neutra Text Light Italic
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz Typography
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Lighthouse Seagrill Design Concept
typesize and measure 在字体应用方面，标题我们使用最小 14 号 Neutra Text Book SC 字体，行间距在 20 号以上。
在主要字体方面，我们使用 12 号 Neutra Text Light Alt 字体，行间距设置为 18 号。
在需要更具体的描述的情况下，使用 11 号的 Neutra
Text Light Italic 字体，行间距设置为 18 号 For the title such as the name on the menu, we use Neutra Text Book SC in at least size 14pt. To look smart, the spacing is in size 20pt or more. For the basic text, we use Neutra Text Light Alt in size 12pt. We'd like to give a breath to the text, so for the spacing in size 18pt. For the description of the dish, we use Neutra Text Light Italic in size 11pt and with spacing in size 18pt.
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The Name Of the Dish
The Main Text Description of the dish
Typography
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Lighthouse Seagrill Design Concept
layout for advertising page 在设计单页的广告宣传页的时候，永远用图片填满整个
页面，而且必须使用高清的图片，标志放在图片的左上角， 右上角，左下角或者右下角，文字在和标志对角线左侧 或是右侧的线对齐，使用醒目的文字并且突出关键字。
The MUSTS of doing single-page advertisement: Fill the whole page with the picture and use an HD photo. The logo must be put on the top left corner, or top right corner, or the left bottom, or the right bottom of the page. The text must be aligned with the left diagonal or the right diagonal of the logo. Eye-catching typeface must be used and highlighted.
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Image
Typography
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Lighthouse Seagrill Design Concept
design examples
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hum
Yummy
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Lighthouse Seagrill Design Concept
Try somet
Lightho
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thing
special
tonight? ouse sea grill opens
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midnight 47
Lighthouse Seagrill Design Concept
enjoy gr seafood The most
cambridge
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yable
rill in
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Lighthouse Seagrill Design Concept
stationery
55mm
business cards
55mm
Seafood Restaurant
54 mill road, cambridge, cb1 2as T. 07481 595339 07455 320095 info@lighthousesg.co.uk www.lighthouseseagrill.com
83mm
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55mm
loyalty cards
55mm
Seafood Restaurant
54 mill road, cambridge, cb1 2as T. 07481 595339 07455 320095 info@lighthousesg.co.uk www.lighthouseseagrill.com
83mm
Stationery
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Lighthouse Seagrill Design Concept
Reserved
70mm
Private party
70mm
reserved cards
110mm
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staff clothes
Ready to Help
Stationery
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Lighthouse Seagrill Design Concept
stickers
45mm
45mm
45mm
45mm
45mm
45mm
45mm
45mm 54
Stationery
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Lighthouse Seagrill Design Concept
suger bags
60mm
60mm
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10mm
brown sugar
10g
lighthouse sea grill
10mm
white sugar
10g
lighthouse sea grill
25g
salt
40mm
pepper
25g
40mm
40mm
salt and pepper bags
40mm
Stationery
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Lighthouse Seagrill Design Concept
cups and coaster
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Stationery
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Lighthouse Seagrill Design Concept
letter
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envelope
To : Mr. Lorem Ipsem Super Awesome Street 24 Cambridge , UK cb1 2tx
To : Mr. Lorem Ipsem Super Awesome Street 24 Cambridge , UK cb1 2tx
Stationery
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Lighthouse Seagrill Design Concept
take away bags
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sinage
Stationery
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Lighthouse Seagrill Design Concept
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