2016 BRAND STANDARDS
Welcome! Within these pages you’ll learn all about 3 Monkeys Ramen — who we are, how we speak, and what we look like. We’re so happy to meet you, and look forward to telling you more about ourselves!
CONTENTS Who We Are. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 How We Speak . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Brand Adjectives What We Look Like. . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Logo Usage Guidelines Colors Typography Graphic Elements. . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Application. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
WHO WE ARE 3 Monkeys Ramen is a ramen truck located in East Lansing, Michigan. As a family-owned business, we aim to provide healthy, affordable comfort food to our customers. People often say they “lived on ramen” during their college years. We provide ramen that you really can live on. Whether you’re a college student or (like the owners) a family of ramen-lovers, we want to serve ramen that warms your body and brings a smile to your face.
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HOW WE SPEAK We’re not one of those fancy, high-class, boutique ramen houses. There’s nothing wrong with a fancy bowl of ramen, but we want our customers to feel comfortable and relaxed while they’re enjoying our ramen. That’s why you’ll find us using a more casual, simple writing style.
BRAND ADJECTIVES Our Atmosphere: Casual, Relaxed, Family-Friendly Our Team: Friendly, Helpful, Honest, Fun Our Customers: Pleasant, Cheerful, Loyal Our Ramen: Wholesome, Delicious, Comforting, Fresh
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WHAT WE LOOK LIKE LOGO The 3 Monkeys Ramen logo is designed to be playful and relaxed, reinforcing the casual vibe of our brand. While the “3� can be used as a stand-alone graphic element, the complete design is the only official logo.
MINIMUM SIZE The smallest our logo should be displayed is 0.75" high.
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USAGE GUIDELINES We’re all for encouraging creativity, but when it comes to our logo, please follow these guidelines.
1. The full color logo should be used in full color only. Also, we chose our colors for a reason. Please don’t change, or even alter their opacity in our logo.
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2. The single color logo should be used over another solid color. Patterns and gradients are fun, but we want our logo to always look its best.
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3. Putting our logo over a background image? That’s great… we love photography! Please make sure the background image is high-resolution and use only the single color version of the logo.
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And while we’re on the subject of photography, any photos of our ramen should showcse our delicious product. We want our ramen to take center stage. Use appropriate lighting and include the whole bowl in the image.
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COLORS Green and brown are our main colors. They were chosen to invoke a comforting, grounded, peaceful feeling. We want our ramen to make you feel like you’re wrapped in your favorite hoodie, and these colors help convey that feeling.
Pantone P 51-16 C CMYK: 44,67, 58, 60 RGB: 83, 57, 59 Hex: #53393B
Pantone P 157-7 C CMYK: 41, 0, 85, 0 RGB: 167, 197, 76 Hex: #A7C54C
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TYPOGRAPHY 3 Monkeys Ramen uses typefaces that help reinforce our casual, simple feel. These typefaces should be used across all print and web applications. JOSEFIN SANS Use for headlines and subheads in bold.
ABCDEFGHIJKLMNOPQRSTU VWXYZ Quicksand Use for body copy.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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GRAPHIC ELEMENTS In addition to the “3� from our logo, we use a few other graphic elements. These hand-drawn elements further the casual, homey feel of our brand. They sould be used on their own as individual graphics (on brand stationery, stickers, and websites, for example).
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APPLICATION
(517) 555-1234 • www.3monkeysramen.com
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123 East Grand River Ave Lansing, MI 48912
The Lopez Family 1043 Adams Street Lansing, MI 48906
123 East Grand River Avenue • Lansing, MI 48912 • (517) 555-1234 • www.3monkeysramen.com
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