the brand standards
the personal diary of
HOME: Massachusetts. BIRTH: February 2nd 1897, Boston. MY COMPANY: A restaurants and a travel along the high way to serve travelers. NOTE: Follow this diary closely to understand the development of the Howard Johnson mark. NOTE: Follow this diary closely to understand the development of the Howard Johnson mark.
My Father’s Old Car Boston, 1907
02
THE DAIRY OF MR. JOHNSON
JANUARY
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1970
07
The Mather School, Boston 1914
“ In 1924 I entered the restaurant
business to payoff my fathers debt
�
THE DAIRY OF MR. JOHNSON
1970
HOWARD JOHNSON
the journey Those were the years when my mind raced and raced far and beyond, not bound by any responsibility. I had many ideas on how I would carve and polish my future, spending my life giving people what they needed. But my father had a few plans of his own for me and so after school I began to work in my father’s cigar business. My father died and left me a business that was in debt. I ran the cigar store until 1924 when I liquidated it, but he could not erase the US$10,000 debt. I entered the restaurant industry to pay off what remained after he sold the cigar venture. In 1925, I bought a soda shop in the Wollaston neighborhood of Quincy, Massachusetts. I enhanced the quality of the ice cream by buying a recipe from a pushcart vendor for $300. It doubled the butterfat of the product and used only natural flavorings. I used hand-cranked makers in my basement and by 1928 was grossing about $240,000 from ice cream sold in the store and nearby beaches. My contribution to the restaurant industry was the idea of centralized buying and a commissary system to prepare the menu items for distribution to his restaurants. This really helped to insure a uniform consistency and quality, as well as lower costs. My business was at one time the largest commercial food supplier in the United States. In 1999, I was inducted to the Hospitality Industry Hall of Honor, which recognizes the world’s most successful hospitality interests and most recognizable brands. Pacing quickly through these years I had made enough for me to work on my long awaited plan. My good friend who later became my life’s companion, shared the same goal and we began our company
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07
THE SCHOOL, TheMATHER First Sail Boat, BOSTON 1954 1914
“All I enjoyed was building my company and sailing� Apart from my company I have completely
did anything after I left school. I ate, slept,
no interest or time for anything but just
and thought of nothing but the business. I
building it. I think that building the business
only enjoyed a 60 foot yacht, and collecting
was my only form of recreation. I never
old paintings.
played golf. I never played tennis. I never
THE DAIRY DAIRY OF OF MR. MR. JOHNSON JOHNSON THE
1970 1970
09
mr. johnson With the turn of every page,my life unfolds just a little For you to know what I dearly care about. You my little one.
The Birth Of Jr. Johnson, 1939
So that someday soon I could leave you everything.
THE DAIRY OF MR. JOHNSON
JANUARY
10 11 11 12 12 13 13 14 14 15 15 16 16 17 17 18 18 19 19 20 20 21 21 22 22 23 23 24 24 25 25 26 26 27 27 28 28 29 29 30 30 31 31 1 2 3 4 5 6 7 8 9 10
1970
13
THE MATHER SCHOOL, BOSTON 1914
02
THE DAIRY OF MR. JOHNSON
1970
Old Company History
Old Brand Time Line
07
Turner Turnpike, 1953
02
THE DAIRY OF MR. JOHNSON
1970
This mid-century toll gate before the Howard Johnson restaurant
JANUARY
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07
The First Sign In Quincy , 1929
THE DAIRY OF MR. JOHNSON
1970
07
The First Howard Johnson In 1929
02
THE DAIRY OF MR. JOHNSON
1970
This Howard Johnson's was the place to stop along the stretch of the Turner Turnpike from OKC east to Tulsa.
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07
THE MATHER SCHOOL, BOSTON 1914
02
THE DAIRY OF MR. JOHNSON
1970
“Try the fried clams they are the best” THE INTERIOR The interior of the Howard Johnson’s that once sat on Oklahoma’s Turner Turnpike.
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07
Old Marks
changing road The mission of the old company was to sever hungry travellers. The restaurant along the highways’s also had a motor lodge that would featured fried clams, baked beans, chicken pot pies, frankfurters, ice cream, and soft drinks. There company wanted to provide the comfort of home away from home and therefor the following mark’s were deigned.
1930’s The restaurant’s trademark Simple Simon and the Pieman logo was created by artist John Alcott.
2006 Howard Johnson hotels are now part of Wyndham Worldwide, formerly a part of Cendant. The mark was redesigned after it was sold out in 2006.
02
THE DAIRY OF MR. JOHNSON
1970
“The mission was to provide the comfort and convenience of home away from home”
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25
1926 340 franchised.
rants, 265 of them company owned and
The company expanded to 605 restau-
1961
lodge was opened.
My first Howard Johnson motor
1954
restaurant, in Orleans, Massachusetts.
opened the second Howard Johnson
I was granted my first franchise and
1932
Massachusetts.
I opened my first restaurant in Quincy,
1929
History
speeding through time
The company went through many rough storms from the early years
to what it is at present. Here is a chart from the 1926–2010 which
shows the progress and the where we hit the rock which determined
and encouraged the change.
JANUARY
Will mark the new beginning.
2010
subsidiary of Wyndham Worldwide
pany was finally purchased and made a
After being sold several times my com-
2006
approximately $630 million.
the Imperial Group PLC of England for a
Finally my company was acquired by
1979
Marked as the end of the company.
1975
my company.
auto travel which lead to the failure of
The oil embargo resulted in a decrease in
1974
THE DAIRY OF MR. JOHNSON
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1970
2010
27
THE MATHER SCHOOL, BOSTON 1914
02
THE DAIRY OF MR. JOHNSON
1970
Building the Future New Brand Audience Visual Standards Identity System Extensions
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THE DAIRY OF MR. JOHNSON
1970
HOWARD JOHNSON
the old image The old company was there to provide comfort of home away from home to travellers. But this vision was shortcoming and failed to meet the needs of the travellers. The competitors were providing the same thing at a lower cost and faster service, which took most of the customers. In the beginning Howard Johnson were able to pull the market towards them but in later years it proved unfruitful. The brand grid visually lets me show the flavor of the company with the helps of picture.
BRAND GRID 1. House
5. Furniture
2. Texture
6. Person
3. Animal/fish
7. Activity
4. Drink
8. Object
1 8
6
2
3
7 5
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4
31
THE MATHER SCHOOL, BOSTON 1914
02
1970
THE DAIRY OF MR. JOHNSON
“To shift the idea of travel, to a fresh and a convenient way to move within the country and outside� The new company will extend travelling
only the tourist destinations but also the
further by shifting the idea of travel and
place by foot or bike to actually have a
fast food to a fresh,health and convenient
feel of where you are. Interact with people,
way to move within the country and
trying the local food and taking part in
outside. Enjoying the place that you are
the cultural practices.
travelling to, requires you to explore not
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07
New Brand
HOWARD JOHNSON
the new flavor A lot of thought went behind the rebuilding of the new company. I decided to take a new direction and rebuild the core of my brand to a fresh and convenient way to go from one place to another. The initial idea was to rebuild the image of fast food and travel to a fresh and healthy way to travel. The new Howard Johnson is now providing more than just rest spots. Its provides a fresh and convenient services at home and while you are away from home. The brand grid visually lets me show the new flavor of the company with the helps of picture that represents my brand as the eight things listed below.
BRAND GRID 1. House
5. Furniture
2. Texture
6. Person
3. Animal/fish
7. Activity
4. Drink
8. Object
1 8
7
6
2
3 4 5
THE DAIRY OF MR. JOHNSON
JANUARY
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35
travelers Howard Johnson has always tried to serve the needs of its travellers and will continues to do so. The new Howard Johnson wants to bring the excitement of exploring places while your at home, on the journey and after you reach your destination. The new travellers we serve are not only limited to cars but those who use various means of transportation to get to places. The audience profiles help me serve the American citizen better.
07
Audience
THE BIKER Mode of Transportation: Motorcycle He is a Event Manager by profession and
to grab something to eat. He likes a meat rich
enjoys it because it takes him to many
diet, but the only problem form him is he
different places. In his free time he loves
does not trust the place that will serve him
to travel and is part bikers club. He will
fresh meat and therefore would not stop
stops at convenience stores at gas stations
at fast food joints.
THE DAIRY OF MR. JOHNSON
1970
THE CAMPER Mode of Transportation: Bike He enjoys camping and is out with his wife
different locations and out door sports to
and are on camps very often. They spend
travel around the area. They usually rent
most of their time outside. They are fit and
bikes in the city to travel to clase by places.
healthy and are always looking out for
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Audience
THE HOUSE WIFE Mode of Transportation: Van Josie is a retire house lady and has all the
have to settle for junk food when she is on
time to travel. She grows her own fruits
her trip. She usually buys all her groceries
and vegetables in her backyard. She has
from the farmers market.
to cary her own food so that she does not
THE DAIRY OF MR. JOHNSON
1970
THE MANAGER Mode of Transportation: Bus Lee is a manager in a fancy restaurant. He
over what goes in his food. He wishes there
takes the bus to work everyday. He tries
was a place where you could choose the
to eats at home because he usually he lands
ingredients so that is healthy and tasty like
up eating at his work place. He feels its
home cooking.
not so healthy because he has less control
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41
Audience
THE COLLEGE STUDENT Mode of Transportation: Skate Board Jennifer is a biology student and she like
parents are worried about her eating habits
to skateboard to school rather than taking
and want her to eat right. She enjoys
the bus. Since she is away from home here
eat out and likes to try different cuisine.
THE DAIRY OF MR. JOHNSON
1970
THE SCHOOL KID Mode of Transportation: Skates Zoe is in the 8th grader. She like to skate
her healthy and maintain her stamina. He
and is on the school team. She wants to
parents wish there were better places to
get into sports as her career so her parents
eat that would use fresh vegetable and fruits.
are very careful of what she east to keep
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43
THE MATHER SCHOOL, BOSTON 1914
“ I knew I would have a small travel agency someday because of my passion for traveling ”
02
THE DAIRY OF MR. JOHNSON
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THE MATHER SCHOOL, BOSTON 1914
02
THE DAIRY OF MR. JOHNSON
JANUARY
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1970
07
THE MATHER SCHOOL, BOSTON 1914
02
THE DAIRY OF MR. JOHNSON
1970
The new century call for a mark that is fresh and spontaneous. A mark that effectively communicates my personality. The new Howard Johnson is now my own signature as MR. JOHNSON. The hat symbolizes my family legacy and tradition that is passed on from generation to generation.
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Visual Standards
the new mark The original name of my brand has shifted from Howard Johnson to Mr. Johnson to bring my personality into the brand while it develops and expands. The new identity will improve the image of the brand by making it more fresh and convenient. The mark should not be used without the symbol. My mark can function in various media: electronic, print, on- screen display. For most applications of my mark should be reproduced without any alterations.
space and dimension Fig :1 To make the mark have a good impact, it is required to have clear space around the mark at all times. Allow additional clear space between the signature and any other adjacent elements in the layout (type, illustrations, photos, etc.) The mark should not be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in any shape. The symbols (hat) position should not be changed either under any circumstance. This would completely change my identity. Make sure you use the mark with respect and follow the guide line on how to use it well and effectively.
THE DAIRY OF MR. JOHNSON
1970
Fig :1 3x
3x
3x
3x
x
x is the space between the logo type and the symbol
FEBRUARY
1.6”
0.4”
Smallest size
Small scale application of the logo
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51
Visual Standards
continuing the mark It is important to keep the consistency of my mark and therefor various lockup are created for each different business requirement. If in the future you wish to expand it in a different direction then the secondary name should be replaced with the appropriate type face only by a qualified graphic designer. No marks will be created for special projects.
There are two official formats for Mr. Johnson’s mark:
PREFERRED
ALTERNATIVE TRAVEL AGENCY
mrjohnson.com
THE DAIRY OF MR. JOHNSON
1970
for the address format The mark and address should appear at the end of all communication pieces. On all print materials it should appear on the back cover. For print purpose the mark must appear along with the extension line for more clarity along with the address, telephone and the web address.
y
y 10/10 Mr Eaves San OT
HOWARD JOHNSON www.johnson.com
909 Hancock Street
T: 617–773–0299
howard@johnson.com
Quincy, MA 02170.
M: 617–773–0299
CENTRAL ALIGNMENT Y equals to the height of the symbol.
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Visual Standards
do’s I would not want any alteration in my mark. Maintaining its visual identity is an important factor and I would like to highlight them through consistent in its presentation. They way the mark is presented and displayed must be given very careful attention.
01. Leaving space around the logo at all times
02. The mark can only be reversed on to a 95% grey background. Use this to make the mark stand out.
THE DAIRY OF MR. JOHNSON
1970
and the don’ts
01. Do not position of the hat symbol.
03. Do not place the mark on any other color, patterns or image.
FEBRUARY
02. Do not add color to the mark or the symbol.
04. Do not reduce the opacity or add a drop shadow.
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Visual Standards
AaBbCcDd using the typeface Mr. Eaves SAN SERIF
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 (.,:;?!ÂŁ$&@*)
APPLICATION
HEADERS Quotes The voice of the mark is important just as the logo type and the symbol is. To ensure the voice doesn’t change it must be used consistently along with other visual elements such as the symbol and the logo type for print and web communication. Mr, Eaves should be used for all the headers and sub headers. Any large size text which needs to call for attention this typeface should be used. The Italic style should be used for pull quotes. This sans serif type family is available in three weights: The regular, Bold and Heavy.
Regular Bold Italic Bold Italic
THE DAIRY OF MR. JOHNSON
AaBbCc
1970
Regular Bold
SERIF
A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 (.,:;?!ÂŁ$&@*)
APPLICATION
Body Copy
Apollo MT
This typeface should be used for the body copy since its easy and comfortable to read.
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Visual Standards
the color palette The new mark for my company moves away form all the colors used before and goes to a deep grey for the mark and the logo type along with two other supporting colors.
PRIMARY COLOR
CMYK 0 0 0 95 RGB 13 13 13 Solid Uncoated 433 U Solid Coated Pro Black C Solid Matte 426 M
THE DAIRY OF MR. JOHNSON
1970
SECONDARY COLOR
CMYK 10 45 100 70
CMYK 0 25 80 0
RGB 98 63 0
RGB 254 195 79
Solid Uncoated 4625 U
Solid Uncoated 114 U
Solid Coated 463 C
Solid Coated 123 C
Solid Matte 469 M
Solid Matte 122 M
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Business Identity
busi
ness
card
s
THE THE DAIRY DAIRY OF MR. JOHNSON
1970
enve
lope
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3602, Springer Court, Walnut Creek, CA 94598. December 15, 2010 Mr. Sam Matthew’s 1136 Saranap Avenue Santa Rosa, CA 707-8237 Dear Mr Sam.
This letter is to inform you regarding your travel itinerate that was sent your mailing address. We hope you have
received it and your flight tickets and hotel reservation is done as per your request. They will be sent you within the next week. DESTINATION SELECTED Hawaii Flight No. 23438UA United Airlines 2 week reservation. Costa Rica Flight No. 9345UA United Airlines 3 week reservation. If at any time you feel the need to change the destination do contact as us soon as possible. As you are the valued customer will would not charge you any cancelation fee. Thank you
Your Sincerely
Directing Manager of MR.JOHNSON
howard johnson www.johnson.com howard@johnson.com
909 Hancock Street Quincy, MA 02170.
T: 617–773–0299 M: 617–773–0299
THE DAIRY OF MR. JOHNSON
1970
howard johnson 909 Hancock Street Quincy, MA 02170.
howard johnson www.johnson.com howard@johnson.com
909 Hancock Street Quincy, MA 02170.
T: 617–773–0299 M: 617–773–0299
identity system Its is important to maintain a visual voice while communicating with people out the company. For this we have developed a business identity system. All print communication must follow all these principles.
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Extensions
mr. johnson Away From Home Travel Agency
On The Road Bike Rental / Go Cars
Travel Guide Stores
Gas Station
City tours
Travel phone
business leisure Camp Site Cruise Sport Activities
hobbies Sailing Collecting Paintings
long distnace
THE DAIRY OF MR. JOHNSON
1970
broadening the horizon We have broaden our reach to cover more ground so that we not only serve you while you are travelling but even at home and after you have reached your destination. Where every you go our service will be there to provide you the convenience you need.
* The extensions that are italicized are shown visually
old howard johnson
MARCH
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65
Extensions
01. travel agency A lot of people travel from one place to the other, whether is business or leisure. We offer the service you need when planning your trip and even after you arrive at your destination. We provided you with easy flexibility to view your travel schedule and change any location as and when you like with the help of the light traveler application that you can access through your iphones or android. You can get maps, routs, tourist locations and the detail like when open hours, special events, other similar points of interest and much more.
THE DAIRY OF OF MR. MR.JOHNSON JOHNSON
MARCH
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1970
65
THE DAIRY OF MR. JOHNSON
1970
Travel books Office
“ We cover the globe and
provide services in all countries
MARCH
”
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
69
Extensions
Light Traveler Icon for a iphone application © 2010
Designed and developed by Mutual Mobile Date: 29th November 2010 If there are any changes in the future contact them regarding the any changes in our service that needs to be updated. There contact number is 1–800–208–3563 and the website is mutualmobile.com.
THE DAIRY OF MR. JOHNSON
1970
iphone / android application
Light Traveler
© 2010
MARCH
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71
Extensions
02
THE DAIRY OF MR. JOHNSON
02. country tour Traveling the country side in the little carriage. Stop along all the places to try the local foods and take part in the local activities that are popular in the region. The tours come with a complete guide and a planned out route. There are three routes that one can choose from depending on the duration and the activities. There are over night trip packages that let you experience the country life. Staying in a small cottage and have morning ginger tea in the farm land and admiring the sunset.
MARCH
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1970
Extensions
THE DAIRY OF MR. JOHNSON
1970
03. city tour The one day city tour take you to all the location and the tourist spots in the city. Getting off at the stop you like along the planned route and hopping on to the bus after you have explored that spot and are ready to go to the next. The bus covers point of interest location like, museums, shopping location, restaurants and others depending on the city you pick. This tour quickly lets you explore the place if you only have a day or two to spear.
MARCH
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75
Extensions
04. camping site Camping is sport enjoyed by all. Experiencing the outdoors at its best is what we want to provide. The camp sites are set at the best of location form where you can enjoy a breath taking view of your surrounding. The camp cottages are fully equipped with all the gear you would need to hike like tents incase one wants to camp into the forest. Parking, BBQ place, A telescope and a kayak if located close to a lake.
70
THE DAIRY OF MR. JOHNSON
MARCH
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1970
THE MATHER SCHOOL, BOSTON 1914
02
THE DAIRY OF MR. JOHNSON
1970
05. bike rental kiosk The best way to explore a place is on foot or bike along. We have self rental kiosks that let you rent the bike for a entire day. You return the bike back to any of the kiosk locations.
MARCH
79
THE DAIRY OF MR. JOHNSON
1970
120 minutes Long Distance Calling
3 c a min
06. travel phones We ventured into proving long distance calling cards that let you keep in touch with your family or make when you need to make frequent call to your company when your travelling. The card also come with a hand set that you use than throw away. We also provide road assistance by having phone booths and wifi at gas stations and at rest stops.
MARCH
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81
THE MATHER SCHOOL, BOSTON 1914
02
THE DAIRY OF MR. JOHNSON
1970
“We serve you when you are away from home”
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07
THE MATHER SCHOOL, BOSTON 1914
02
1970
THE DAIRY OF MR. JOHNSON
I would like you to meet my Mrs.
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07
THE MATHER SCHOOL, BOSTON 1914
“We were married on the 23rd of June 1932”
02
THE DAIRY OF MR. JOHNSON
JANUARY
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1970
07
Introduction
“ My good friend later became my life’s
companion we began our company together
”
THE DAIRY OF MR. JOHNSON
1970
HOWARD JOHNSON
the companion We were family friends and we went to the same high school in Boston. We first met during my mom and dad’s wedding anniversary. They had invited all their close friends and her family was invited too. Her family was Scottish and they moved to the united states after her dad closed his business. She was the most beautiful girl I had ever meet and although the party was enjoyable. Only her memory of that day, is what I have completely intact. After that day we meet more regular and few year after we got married. From then on we both took part in our business.
MARCH
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89
New Brand
HOWARD JOHNSON
the new style The brand grid visually lets me show the company run by my Mrs. Johnson—with the helps of picture that represents my brand as the eight things listed below.
BRAND GRID 1. House
5. Furniture
2. Texture
6. Person
3. Animal/fish
7. Activity
4. Drink
1
2
8
8. Object
6 3 5
4
7
THE DAIRY OF MR. JOHNSON
MARCH
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1970
91
THE MATHER SCHOOL, BOSTON 1914
02
THE DAIRY OF MR. JOHNSON
1970
Mrs. Johnson was founded by my wife, to expand my business but keeping it more close and excisable for families at home. The logo type is my Mrs. signature and to keep the unity and the connection between the two brands a lady’s hat is used as the symbol so that it pairs nicely with mine.
APRIL
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03
THE MATHER SCHOOL, BOSTON 1914
3602, Springer Court, Walnut Creek, CA 94598. December 15, 2010 Mr. Sam Matthew’s 1136 Saranap Avenue Santa Rosa, CA 707-8237 Dear Mr Sam.
This letter is to inform you regarding your travel itinerate that was sent your mailing address. We hope you have
received it and your flight tickets and hotel reservation is done as per your request. They will be sent you within the next week. DESTINATION SELECTED Hawaii Flight No. 23438UA United Airlines 2 week reservation. Costa Rica Flight No. 9345UA United Airlines 3 week reservation. If at any time you feel the need to change the destination do contact as us soon as possible. As you are the valued customer will would not charge you any cancelation fee. Thank you
Your Sincerely
Directing Manager of MRS.JOHNSON
donna johnson www.johnson.com donna@johnson.com
02
909 Babcom Street Quincy, MA 02670.
T: 617–876–0099 M: 617–865–0876
1970
THE DAIRY OF MR. JOHNSON
donna johnson 909 Hancock Street Quincy, MA 02170.
donna johnson www.johnson.com donna@johnson.com
909 Babcom Street Quincy, MA 02670.
T: 617–876–0099 M: 617–865–0876
identity system Its is important to maintain a visual voice while communicating with people out the company. For this we have developed a business identity system. All print communication must follow all these principles.
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95
Visual Standards
follow all the rules for both the brands
space and dimension Fig :1 To make the mark have a good impact, it is required to have clear space all around the mark at all times. Allow additional clear space between the signature and any other adjacent elements in the layout (type, illustrations, photos, etc.) The Mrs. johnson’s mark should not be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in any shape. The symbols (hat) position should not be changed either under any circumstance. This would completely change my identity. Make sure you use the mark with respect and follow the guide line on how to use it well and effectively.
THE DAIRY OF MR. JOHNSON
1970
Fig :1 3x
3x
3x
3x
x
x is the space between the logo type and the symbol.
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1.6”
0.4”
Smallest size
Small scale Application of the logo
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Visual Standards
continuing the mark It is important to keep the consistency of my mark and therefor various lockup are created for each different business requirement. If in the future you wish to expand it in a different direction then the secondary name should be replaced with the appropriate type face only by a qualified graphic designer. No marks will be created for special projects.
There are two official formats for Mr. Johnson’s mark:
PREFERRED
ALTERNATIVE ORGANIC KITCHEN www.mrjohnson.com
1970
THE DAIRY OF MR. JOHNSON
for the address format The mark and address should appear at the end of all communication pieces. On all print materials it should appear on the back cover. For print purpose the mark must appear along with the extension line for more clarity along with the address, telephone and the web address.
y
y
10/10 Mr Eaves San OT
ORGANIC KITCHEN www.johnson.com
909 Hancock Street
T: 617–773–0299
howard@johnson.com
Quincy, MA 02170.
M: 617–773–0299
CENTRAL ALIGNMENT Y equals to the height of the symbol.
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Visual Standards
do’s I would not tolerate any alteration or changes in the Mrs. Johnson’s mark. Maintaining its visual identity is an important factor and I would like to highlight them through consistent in its presentation. They way the mark is presented and displayed must be given very careful attention.
01. Leaving space around the logo at all times
02. The mark can only be reversed on to a 95% grey background. Use this to make the mark stand out.
THE DAIRY OF MR. JOHNSON
1970
and the don’ts
01. Do not position of the hat symbol.
03. Do not place the mark on any other color, patterns or image.
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02. Do not add color to the mark or the symbol.
04. Do not reduce the opacity or add a drop shadow.
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Visual Standards
AaBbCc Aa Regular Bold Italic
using the typeface
Mr. Eaves SAN SERIF
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 (.,:;?!ÂŁ$&@*)
APPLICATION
HEADERS Quotes The voice of the mark is important just as the logo type and the symbol is. To ensure the voice doesn’t change it must be used consistently along with other visual elements such as the symbol and the logo type for print and web communication. Mrs, Eaves should be used for all the headers and sub headers. Any large size text which is needs to call for attention, then this typeface should be used. The Italic style should be used for pull quotes. This sans serif type family is available in two weights: The regular and Bold
THE DAIRY OF MR. JOHNSON
aBbCc Meta
1970
Regular
SERIF
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6 7 8 9 (.,:;?!£$&@*)
APPLICATION
Body Copy This typeface should be used for the body copy since its easy and comfortable to read.
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Visual Standards
the color palette The new mark for my company moves away form all the colors used before and goes to a deep grey for the mark and the logo type along with two other supporting colors.
PRIMARY COLOR
CMYK 0 0 0 95 RGB 13 13 13 Solid Uncoated 433 U Solid Coated Pro Black C Solid Matte 426 M
THE DAIRY OF MR. JOHNSON
1970
SECONDARY COLOR
CMYK 10 45 100 70
CMYK 0 50 45 0
RGB 98 63 0
RGB 246 151 128
Solid Uncoated 4625 U
Solid Uncoated 487 U
Solid Coated 463 C
Solid Coated 1981 C
Solid Matte 469 M
Solid Matte 187 M
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Extensions
mr. & mrs. johnson Away From Home Travel Agent
On The Road Bike Rental / Go Cars
Home Organic Kitchen
Travel Guide Stores
Gas Station
yoga center
City tours
Travel phone
Cafe
business leisure
long distnace short distance
Camp Site
Bed& breakfast
entertainment personal care
Travel light clothing
Cruise
24 Hr Packed Food
Herbal body oil
Sport Activities
Convenience Store
Cooking Show
hobbies
interests
Sailing
Knitting
Collecting Paintings
Reading
THE DAIRY OF MR. JOHNSON
1970
broadening the horizon Mrs. Johnson cover and explores ways to provide service to the busy city dwellers and offer fresh and convenient ways to live health. Keeping this in mid we came up with direction on how to expand our business in different direction but still keeping it cohesive under same brand mission . * The extensions that are in Bold are shown visually
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Extensions
01. bed and breakfast While you are on your journey, and you need a comfortable place to rest. The Mrs. Johnson B&B provides the comfort of home no matter where you go. We collaborate with family’s that are located along the main highways and in cities that can provide a few rooms in their houses to travellers. At all these locations there are maps and brochures of local attractions and activities.
THE DAIRY OF MR. JOHNSON
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1970
109
02
THE DAIRY OF MR. JOHNSON
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1970
03
Extensions
THE DAIRY OF MR. JOHNSON
1970
02. convenience store The convenience stores are located in all the major cities with easy access to the public transportation. We serve fresh food and beverages that should be consumed with 48hr of purchase. We offer meals, juices, protein shakes dry fruits and nuts and they all are fresh from the farm therefor it has a short shelf life.
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Extensions
03. organic kitchen How often do get to see what goes in the making of your meal. We let you pick your own veggies and herbs from our back yard to give you what you need. We grow our own fruits and veggies. You can pick or have us pick them for you. You can also purchase them from at our farmer store outside the restaurant. We also include a recipe book for tasty meals that are quick and really bring out the flavor of the vegetables. So you can enjoy the same flavor even at home.
THE DAIRY OF MR. JOHNSON
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1970
115
Extensions
04. the cooking show The Mrs. Johnson Cooking show will make to go into your kitchen and prepare tasty healthy meals instantly that you and your family will enjoy. She bring recipes form all over the world and shows you how easy it is to make fresh food everyday.
The title for the cooking show
THE DAIRY OF MR. JOHNSON
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1970
117
Extensions
The Cooking Show
THE DAIRY OF MR. JOHNSON
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1970
119
THE MATHER SCHOOL, BOSTON 1914
02
THE DAIRY OF MR. JOHNSON
1970
“We serve you when you are at home”
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03
THE MATHER SCHOOL, BOSTON 1914
02
THE DAIRY OF MR. JOHNSON
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1970
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Extensions
Home page
1970
THE DAIRY OF MR. JOHNSON
web presence The wedsite lets you look at all the services we provide. You can make or cancel reservation. Looks at destinations to travel. Download updates for the Light Traveler application or just visit, to know more information about us. The website has two parts. When you click on Mr. Johnson it takes you to his company and the same goes for Mrs. Johnson. The website gives a detailed explanation into the company and the kinds services they provide www.mrjohnson.com
MAY
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Extensions
home
history
travel
holidays
reservation
deals
Winter Holidays 2010 Summer Holidays 2010 Quick Last Minute Trips
www.johnson.com howard@johnson.com
Website: Mr. Johnson Page
The Navigation Bar history travel holidays reservation deals
909 Hancock Street Quincy, MA 02170.
T: 617–773–0299 M: 617–773–0299
Copyright © 2010 Mr. Johnson. All rights reserved
THE DAIRY OF MR. JOHNSON
1970
home
history
b&b
organic kitchen
reservation
deals
Reservation Menu Location
San Francisco Enjoy your meal with a magnificent view of theGolden Gate Bridge
Atlanta Relax and refresh under our Waterfall entrance
Boston Dine where it all began in the heart of Boston
Website: Mrs. Johnson Page
The Navigation Bar history
organic kitchen
MAY
b&b
reservation
deals
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127
THE MATHER SCHOOL, BOSTON 1914
02
THE DAIRY OF MR. JOHNSON
JANUARY
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1970
07