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BRAND GUIDELINES ON THE TABLE


BRAND GUIDELINES ON THE TABLE


BRAND GUIDE LINE || ON THE TABLE


STEP TO MAKE THE BRAND

STEP ONE. CORPORATE COMMUNICATION Company & History

1.1

Unique Selling Position

1.3

Competiton

1.5

STEP TWO. IDENTITY Legal Mark

2.2

Variety of Identity

2.2

Integrity

2.3

MINIMUM SIZE

2.3

UNACCEPTABLEUSAGES

2.4

STEP THREE. COLORS PMS Colors

3.1

Process Color Breakdowns

3.2

Different Version of Identity

3.3

Identity on Color Background

3.5

Identity on Pattern or Photograph

3.5

Unacceptable Color Usages

3.6

STEP FOUR. SUPPORT SYSTEM Tagline

4.1

Secondary Graphics

4.2

Typography

4.3

Photography

4.4

STEP FIVE. APPLICATIONS System Grid

5.1

Stationery System

5.3

Consumer Items

5.5

Website

5.7

Environmental Applications

5.9

Industry Applications

5.13


“Until I discovered cooking, I was never really interested in anything.�

Julia Child


BRAND GUIDE LINE // ON THE TABLE

STEP ONE. CORPORATE COMMUNICATION

Company & History

1.1

Unique Selling Position

1.3

Competiton

1.5

ABOUT THE COMPANY

Sur La Table is nearing a 40-year legacy of knowledgeable and passionate service. Our stores and Web site are a celebration of quality tools that set the standard for excellence in the industry. Our dedicated employees, many of them serious cooks themselves, share their knowledge and enthusiasm for cooking everyday. Our chefs share their expertise and their love of cooking in our well-respected cooking class program. From the moment you step up to our doors you are inspired to cook, and like great cooking our store design is all about hand-finished details. From custom made rolling pin door handles to finials which are repurposed juicers, our signature storefront is one of a kind with its own special touch, just like the mark of a good chef. Our buyers travel the world seeking innovative and authentic tools from small artisanal businesses and exceptional brands. From bakeware to cutlery to the hard-to-find, we have the best tools to keep your kitchen well-stocked.

1.1


CORPORATE COMMUNICATION

HISTORY

Since 1972, we’ve brought the traditions, tools and tastes of the world to people who love to cook and entertain. Sur La Table was founded in Seattle’s historic Pike Place Farmers Market. From the beginning our goal was simple: to create the best place for cooks to shop. At a time when it was difficult to find premium culinary tools, Sur La Table was inspired by classic French cookware and techniques. Our unique selection of hard-to-find and cutting-edge utensils soon had food enthusiasts from around the globe making a pilgrimage to Seattle. Nearly four decades later, Sur La Table is still a culinary mecca — an exciting, interactive place to celebrate cooking.

HEADQUATERS IN SEATTLE, WA

1.2


BRAND GUIDE LINE // ON THE TABLE

UNIQUE SELLING POSITION

The ultimate cooking store for passionate food enthusiasts.

1.3


BRAND GUIDE LINE // ON THE TABLE

Sur La Table wants its wares on (in French, sur) your table -- and countertop, bookshelf, and stove. The retailer peddles appliances, bakeware, cookbooks, housewares, specialty foods, and other goodies for professional and home chefs from more than 100 stores in some 30 states, a website, and catalogs sure to make foodies drool. It also offers a gift registry. For customers who aren’t sure how to best use the Le Creuset casserole dish, Cuisinart food processor, or Henckels knives, it offers cooking classes and cookbook signing events in many of its stores. In 2011 Sur La Table (once jointly owned by the Behnke family and private investor Freeman Spogli & Co) was purchased by Bahrain-based Investcorp.

1.5


CORPORATE COMMUNICATION

COMPETITORS

1.6


“It’s 3:32, and I need just one more ingredient to finish baking 3:33. Would you prefer the AM or the PM piece?”

Jarod Kintz, This Book Has No Title


BRAND GUIDE LINE // ON THE TABLE

STEP TWO. IDENTITY

Legal Mark

2.2

Variety of Identity

2.2

Integrity

2.3

MINIMUM SIZE

2.3

UNACCEPTABLEUSAGES

2.4

CURRENT

Even though current identity has handwriting style font with tagline just like french style, but it doesn’t have any specific point to relate kitchenware. Also, the tracking on tagline is not write. Thus, the identity needs more funny and relation for cooknware with french style just as brand name. The brand’s interesting point is that the compnay has historical background from 1970s. At that time, Julia Child who is famous american french cook. She was a kind of leader of french cook in U.S. The company was started around the period, and especially the company has started importing french cookware to U.S. Thus, these points became ideas and concept for brand evolution.

2.1


IDENTITY

LEGAL MARK

VARIETY OF IDENTITY

Vertical

Horizontal

2.2


BRAND GUIDE LINE // ON THE TABLE

INTEGRITY

MINIMUM SIZE

2.3


IDENTITY

UNACCEPTABLE USAGES

2.4


“Oh, I adore to cook. It makes me feel so mindless in a worthwhile way.�

Truman Capote, Summer Crossing


BRAND GUIDE LINE // ON THE TABLE

STEP THREE. COLORS

PMS Colors

3.1

Process Color Breakdowns

3.2

Different Version of Identity

3.3

Identity on Color Background

3.5

Identity on Pattern or Photograph

3.5

Unacceptable Color Usages

3.6

PMS COLOR

3.1


COLOR

COLOR BREAK DOWNS

3.2


BRAND GUIDE LINE // ON THE TABLE

FULL COLOR

B&W

3.3


COLOR

SINGLE COLOR

REVERSE COLOR

3.4


BRAND GUIDE LINE // ON THE TABLE

Identity on Color Background

Identity on Pattern Background

3.5


COLOR

UNACCEPTABLE COLOR USEAGE

3.6


“I cook to inspire my husband to pay attention to me.�

Sonia Rumzi, Simple Conversation


BRAND GUIDE LINE // ON THE TABLE

STEP FOUR. SUPPORT SYSTEM

Tagline

4.1

Secondary Graphics

4.2

Typography

4.3

Photography

4.4

TAGLINE

4.1


SUPPORT SYSTEM

SECONDARY GRAPHICS

4.2


BRAND GUIDE LINE // ON THE TABLE

TYPOGRAPHY

TITLE - DinPro Medium 10/13/-25

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+?><”}{:

SUB TITLE - DinPro Medium 10/13/-25

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+?><”}{:

BODYCOPY - DinPro Regular 8/13/-20

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+?><”}{:

4.3


SUPPORT SYSTEM

PHOTOGRAPHY

4.4


â&#x20AC;&#x153;No one who cooks, cooks alone. Even at her most solitary, a cook in the kitchen is surrounded by generations of cooks past, the advice and menus of cooks present, the wisdom of cookbook writers.â&#x20AC;?

Laurie Colwin


BRAND GUIDE LINE // ON THE TABLE

STEP FIVE. APPLICATIONS

System Grid

5.1

Stationery System

5.3

Consumer Items

5.5

Website

5.7

Environmental Applications

5.9

Industry Applications

5.13

SYSTEM GRID

5.1


APPLICATIONS

5.2


BRAND GUIDE LINE // ON THE TABLE

STATIONERY SYSTEM

5.3


APPLICATIONS

5.4


BRAND GUIDE LINE // ON THE TABLE

CONSUMER ITEMS

5.5


APPLICATIONS

5.6


BRAND GUIDE LINE // ON THE TABLE

WEBSITE

SUR la TABLE

The Ultimate Cooking Store For Passionate Food Enthusiasts.

COMPANY INFO ABOUT US CAREERS PRIVACY MEDIA RELATIONS AFFILIATE PROGRAMS PHOTOGRAPHY CREDITS SLT EXPERIENCE PRODUCTS COSTOMER SERVICE

keyword or item#

SEARCH

The Art & Soul of Cooking Since 1972 We Share Your Love of Cooking Sur La Table is nearing a 40-year legacy of knowledgeable and passionate service. Our stores and Web site are a celebration of quality tools that set the standard for excellence in the industry. Our dedicated employees, many of them serious cooks themselves, share their knowledge and enthusiasm for cooking everyday. Our chefs share their expertise and their love of cooking in our well-respected cooking class program....more

Sign Up for Emails and Special Offers

Sur La Table Š 2012

5.7

Email address here

SIGN UP


APPLICATIONS

SUR la TABLE

The Ultimate Cooking Store For Passionate Food Enthusiasts.

COMPANY INFO

Sur La Table Is An Equal Opportunity Employer

ABOUT US

Like a lively dinner party, we strive to create a unique experience by inviting just the right people. Thinkers. Artists. Food Lovers. People with a passion for what they do and how they do it. That's where you come in. The missing ingredient. The person to complete our team and make our recipe for success more than just a metaphor.

CAREERS PRIVACY MEDIA RELATIONS AFFILIATE PROGRAMS PHOTOGRAPHY CREDITS SLT EXPERIENCE PRODUCTS COSTOMER SERVICE

keyword or item#

SEARCH

The Art & Soul of Cooking Since 1972

Sign Up for Emails and Special Offers

Email address here

SIGN UP

Sur La Table Š 2012

5.8


BRAND GUIDE LINE // ON THE TABLE

ENVIRONMENTAL APPLICATIONS

5.9


APPLICATIONS

5.10


BRAND GUIDE LINE // ON THE TABLE

5.11


APPLICATIONS

5.12


BRAND GUIDE LINE // ON THE TABLE

INDUSTRY APPLICATIONS

5.13


APPLICATIONS

5.14


BRAND GUIDE LINE // ON THE TABLE

5.15


APPLICATIONS

5.16



Sur La Table