Roki Brand Book

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Brand Guidelines

2019




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Contents Philosophy Logos Colors Typeface Photography Applications

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Roki is a company that was created by Dana Gaertner, in the fall of 2019. The company is based around Milwaukee, WI and its community. We are based around the idea that home cooked meals serve as a connector for many people. Although the premise of the company is based around Milwaukee, this outline can be used in other cities as well. This book serves as a guide for our employees to understand the Roki brand visually and philosophically. These guidelines will create consistency throughout our brand, which ensures visual recognition across all platforms.


The Mission

The Vision

We bring the kitchen to high school students to provide ease of learning how to cook.

We equip all high school students with cooking skills to better their eating habits into adulthood.

BRAND GUIDELINES

2019

ROKI PHILOSOPHY

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Meet our Logo. Our logo is very important to our brand. We take it’s orientation and placement seriously, so we have created multiple versions to accommodate various sizes for print and digital assets. Never stretch or distort the mark and protect the integrity of the mark by leaving a safe area around it. All of the marks can be reversed or turned to one color—black or our signature eggplant color.


2019

ROKI LOGOS

PRIMARY MARK

To ensure enough padding around the primary and secondary marks, at a minimum, the safe space should be the height of the “R” on all sides.

SECONDARY MARK

BRAND GUIDELINES

Our secondary mark should follow the same spacing guides as the primary mark.

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HORIZONTAL STACKED

VERTICAL STACKED

The horizontal and vertical stacked logos are supplementary marks, to be used in situations where the full mark will not fit. They need to follow the same spacing guidelines as outlined.

ICON Our icon is the smallest mark in our logo library. It should be treated with as much respect as our other marks. It should have enough space around it to fit the height of the mark itself.

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ROKI LOGOS

2019

LOGO WITH TAGLINE

Savor the Experience

Whenever the tagline is paired with the logo, “Savor the Experience” should span the length of “Roki”, no matter which mark is used. It should follow the same spacing guidelines.

Do not stretch or distort the mark.

BRAND GUIDELINES

DON’T

Do not change the color of the mark.

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Meet our Colors. Our color palette was sourced from the foods and meals that shape Roki. The bright colors symbolize our fun and exciting atmosphere, as well as stimulate association to tasty foods. The primary color palette serves as a foundation to the brand. These are the most prominent colors customers will see. The secondary color palette introduces two new colors that can provide depth and act as accent colors. Together, these two palettes create a cohesive identity.

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The Colors PRIMARY

Our colors are designed to provide versatility all while maintaining our brand identity. Because of this, we encourage the use of tints of all our colors (primary and secondary). This will allow better readability for black or white text.

5, 3, 100, 0 #f7e500 16

3, 89, 92, 0 #e8442e


2019

ROKI COLORS

SECONDARY

73, 96, 35, 29 #512356

27, 2, 100, 0 #c6d52d

73, 44, 100, 40 #325527 17

BRAND GUIDELINES

14, 100, 27, 0 #d31872


Meet our Typeface. Brandon Grotesque is the exclusive typeface of Roki. This typeface combines the modernity of a sans serif with humanist qualities, which represents our brand perfectly. The type is approachable and comforting, yet holds up well with other modern companies. The Roki mark uses Brandon Grotesque Medium. Other brand assets will can use the full Brandon Grotesque family.


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The only typeface we use is Brandon Grotesque. This typeface was designed by Hannes von Dรถhren in 2010. It was designed with a low x-height, which mirrors the elegance of a serif font. This combination of a sans serif with a low x-height creates a humanist feel while maintaining the class that the food industry embodies.

Brandon Grotesque Regular Aa Bb Cc Dd Ee Fe Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 . , ? ! *

Brandon Grotesque Regular Italic Aa Bb Cc Dd Ee Fe Gg Hh Ii Jj Kk Ll Mm N n Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 . , ? ! *

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2019

ROKI TYPEFACE

Brandon Grotesque Medium Aa Bb Cc Dd Ee Fe Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 . , ? ! *

BRAND GUIDELINES

Brandon Grotesque Bold Aa Bb Cc Dd Ee Fe Gg Hh Ii Jj Kk Ll Mm N n Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 . , ? ! *

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ROKI IMAGERY

Photography

2019

Imagery is a very important aspect of our brand. Our images are colorful, decadent, and show off wholesome ingredients that our classes are based around. They show the process, the outcome, and the people involved with our short courses. We show raw ingredients, as well as the final cooked presentation of the plated outcome. Our imagery is to be used to supplement our marketing assets. Full bleeding images are encouraged, as well as smaller images when needed.

BRAND GUIDELINES

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ROKI APPLICATIONS

Applications

Below is the template for our letterhead and envelope and postcard. Should we need to send out mailings, such as invoices, this will be used.

2019

When we are sending emails we need to keep a consistent email signature that embodies the Roki brand as well. Please use the signature below and change the name and position to who is sending the email.

Dana Gaertner Roki Founder & Designer (414) 943-3262 dana@roki.com

BRAND GUIDELINES

Applications are ways that our logo and brand is brought into the world. This is how customers interact with and see us. It is import to maintain our brand standards throughout any print and digital applications.

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Savor the Experience