BRAND STANDARDS
GRAMMATICAL STYLE OXFORD COMMAS The Chef & Child brand uses Oxford commas in sentence structures.
IDENTITY LOGO ORIENTATIONS There is simply one vertical orientation of the Chef & Child logo. Chef & Child Logo
Chef & Child Black Logo
Chef & Child Reversed Logo
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Chef & Child Brand Standards
COLORS
Dk. Blue Red
Melon
Lt. Yellow
CMYK Dk. Blue: 100/80/5/50 Red: 0/100/90/0 Melon: 17/86/74/0 Lt. Yellow: 0/0/35/0
RGB Dk. Blue: 14/23/61 Red: 200/0/24 Melon: 184/50/56 Lt. Yellow: 255/248/165
WEB Dk. Blue: #0E173D Red: #C80018 Melon: #B83238 Lt. Yellow: #FFF8A5
CMYK
RGB
Web
Rich Black
Black
Gray
White
RICH BLACK 75/67/67/90
BLACK k=100
GRAY k=83
WHITE 0/0/0/0
Chef & Child Brand Standards
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TYPOGRAPHY HEADLINES Avenir 85 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
HEADLINES/SUBHEADS Avenir 35 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
BOLD/ITALICS Avenir 45 Book Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Avenir 95 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
BODY COPY Avenir 45 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
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Chef & Child Brand Standards
IMAGERY FOOD IMAGERY There are two treatments of how to use food. Both are shown to the right. The more prominent treatment is to house images in a circle. A more conceptual and functional way is shown as well. In this case the fruit is used to direct viewers in one way or the other. The image simply supports the copy direction.
Circular Food Imagery Samples
CHILD IMAGERY Images of children are used to impact the viewer in a way that drives home the idea that the mission of Chef & Child is to bring healthy eating habits to children. A sample is shown below.
TURN
RIGHT
OVERALL LOOK & FEEL The primary look and feel of Chef & Child materials can be defined as clean, fresh, and airy. Images of children are used prominently in layouts to help achieve this visual aesthetic.
Creative Food Imagery Sample
Child Imagery Sample
Chef & Child Brand Standards
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