Fresh Plate Brand-Book

BRAND BOOK

V 1.0 / June 2017

Fresh Plate Branding Guidelines

V 1.0 June 2017

ABOUT THIS GUIDE

Our goal is to make sure the Fresh Plate is a brand people can trust.

Trust comes from our clients, partners and employees experiencing a consistent brand visually and in tone of voice, and when our actions and behaviours are true to the company’s values.

This guide is designed to help you communicate the Fresh Plate brand in a way that meets people’s expectations in the most effective way possible.

The book includes guidelines on how to design, write and apply the brand across multiple uses and marketing materials.

Page 02

THE LOGO The Fresh Plate logo is the most immediate representation of our company, our people, and our brand to the world.

It is a valuable corporate asset that must be used consistently in the proper, approved forms. The following pages will show how the logo has been developed and how it should be used in the proper way.

01

Fresh Plate Branding Guidelines

LOGO CONCEPT The idea behind the logo is what we do exactly, we deliver delicious food in carton box, we put all the recipe ingredients in one carton box and we deliver it to you to start cooking your fresh plate.

Page 04

V 1.0 June 2017

Fresh Plate Branding Guidelines

EN TYPEFACE STRUCTURE The logo mark is built on a grid system, with construction on lines and circles to insure a powerful visual balance and visual stability.

The logo grid is a geometric design technique that creates a consistant base structure that can adapt to all applications.

Page 05

V 1.0 June 2017

Fresh Plate Branding Guidelines

TYPEFACE COLOUR A successful mark shape requires an ownable and distinctive brand typeface. We have developed a special typeface to be consistent with the brand mark, smooth, flexible and modern.

Page 06

V 1.0 June 2017

Fresh Plate Branding Guidelines

AR TYPEFACE BUILDING The Arabic brand logo contains a bespoke typeface and is consistant with the rest of the mark and the English logo sits comfortably with it.

Page 07

V 1.0 June 2017

Fresh Plate Branding Guidelines

ARABIC TYPEFACE The Arabic brand logo contains a bespoke typeface and is consistant with the rest of the mark and the English logo sits comfortably with it.

Page 08

V 1.0 June 2017

Fresh Plate Branding Guidelines

MARK & ENGLISH TYPE POSITIONING Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

Clear space is developed from the mark core parts and is shown as “x.�

Page 09

V 1.0 June 2017

Fresh Plate Branding Guidelines

MARK & ARABIC TYPE POSITIONING Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

Clear space is developed from the mark core parts and is shown as “x.�

Page 10

V 1.0 June 2017

Fresh Plate Branding Guidelines

ENGLISH LOGO Placement of the the typeface in the right position with the brand mark to iensures clear visibility for both brand logo elements.

Page 11

V 1.0 June 2017

Fresh Plate Branding Guidelines

ARABIC LOGO Placement of the the typeface in the right position with the brand mark to iensures clear visibility for both brand logo elements.

Page 12

V 1.0 June 2017

Fresh Plate Branding Guidelines

BILINGUAL LOGO LOCK -UP Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

Clear space is developed from the mark core parts and is shown as “x.�

Page 13

V 1.0 June 2017

Fresh Plate Branding Guidelines

WHITE ON BLACK This page shows the logo in black and white colour mode. In this example we have the white logo on a black background

Page 14

V 1.0 June 2017

Fresh Plate Branding Guidelines

BLACK ON WHITE This page shows the logo in black and white colour mode. In this example we have the black logo on a white background.

Page 15

V 1.0 June 2017

LOGO USAGE & POSITION The brand logo is a valuable corporate asset that must be used consistently in the proper, approved forms.

Consistancy in application across all touchpoints will help drive a consistant view of the brand.

02

Fresh Plate Branding Guidelines

CLEAR SPACE Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact.

No graphic elements of any kind should invade this zone.

Clear space is developed from the mark core parts and is shown as “x.�

Page 17

V 1.0 June 2017

Fresh Plate Branding Guidelines

CORRECT USAGE BASED ON BACKGROUND COLOR Black or white backgrounds • Always use the primary masterbrand on black or white backgrounds • Should you need to place the brandmark on an image, the brandmark is best positioned on an area that is either black or white • When communicating the Fresh Plate to external audiences, the following guidelines apply to the choice of primary, secondary or greyscale versions of the masterbrand.

Coloured backgrounds • When placed on coloured backgrounds or subtle imagery, please use the following rules: • Aim to choose one of the colourways that ensures maximum contrast against the background. This is to allow the brandmark to stand out • When the background is too busy or when the background compromises the legibility of the brandmark, resort to the full white version • Do not, at any point, box the masterbrand in a black or white rectangle.

• The colours on the right represent best practice examples of masterbrand usage against different background colours.

Page 18

V 1.0 June 2017

Fresh Plate Branding Guidelines

INCORRECT USAGE / COLOR, COMPONENTS These examples show how not to use the brand mark against colour backgrouds.

Stand out and clarity is key to any application.

The brand mark colours should stay as per the guidelines and should not be changed.

Opacities or part opactities should never be applied to the brand mark.

Page 19

V 1.0 June 2017

Fresh Plate Branding Guidelines

V 1.0 June 2017

LOGO POSITIONING We strongly recommend placing the logo in specific places on any given usage ensuring adequate spacing around the brand and the application edges.

Page 20

Top left

Top Center

Bottom left

Bottom Center

COLOUR PALETTES Across different marketing and advertising collateral there is a preferred placement for the brand.

The follow section shows the correct placement depending on formats and positions.

03

Fresh Plate Branding Guidelines

V 1.0 June 2017

COLOUR PALETTE This palete provides the Pantone and CMYK breakdowns for the core brand colours for Fresh Plate

367C

Page 22

7484 C

CMYK C: 040 M: 000 Y: 100 K: 000

CMYK C: 100 M: 040 Y: 100 K: 040

RGB R: 166 G: 206 B: 057

RGB R: 000 G: 082 B: 044

HEX #a6ce39

HEX #00522c

TYPOGRAPHY Typography also helps to center brand identity and should be used consistently across brand visual communication. To help ensure that all of our visual communications are consistent, Fresh Plate uses a select group of preferred typefaces for digital materials and one default typeface.

04

Fresh Plate Branding Guidelines

TYPOGRAPHY / ENGLISH FONT This version of the Roboto family has been specifically chosen for the brand. and should be the main secondary typeface aplied across the brand.

V 1.0 June 2017

Roboto Light

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Roboto Reguler

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Roboto Bold

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Page 24

Fresh Plate Branding Guidelines

TYPOGRAPHY / ARABIC FONT The Arabic typeface has been specifically chosen for the brand. and should be the main secondary typeface aplied across the brand.

It aligns excellently with the English typeface.

V 1.0 June 2017

TheSansArabic Light

‫أبتثجحخدذرزسشصضطظعغفقك‬ ‫ل م ن هـ و ي‬ ١٢٣٤٥٦٧٨٩٠ TheSansArabic Plain

‫أبتثجحخدذرزسشصضطظعغفقك‬ ‫ل م ن هـ و ي‬ ١٢٣٤٥٦٧٨٩٠ TheSansArabic Bold

‫أبتثجحخدذرزسشصضطظعغفقك‬ ‫ل م ن هـ و ي‬ ١٢٣٤٥٦٧٨٩٠

Page 25

Fresh Plate Branding Guidelines

Page 26

V 1.0 June 2017