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citymade established 2011

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brand style guide

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the contents our brand recipe


01 making the crust

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Preheat the Oven A Cup of the Brand Story Tablespoon of the Mission Statement Teaspoon of the Motto A serving size of Brand Values

02 making the good stuff

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A Cup of Naming Three cups of the Logo Teaspoon of Unacceptable Logo use Food Coloring Mixing the Typography Tablespoon of Secondary Elements

03 and finally garnishing

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Dash of Tone Using the Identity Decorations CityMade Website Spread on the Applications Merchandise Appendix

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we make a living by what we get, but we make a life by what we give winston churchill


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the vision preheat the oven

01

Making the Crust


The idea was both simple and daunting. At CityMade, we wanted to create a place for inner city high school students in a city swarming with hundreds of inhibiting influences that obstruct their bright futures, and wanted out kitchen to be a home away from home. We wanted to present the best program with the best opportunities and educational skills for young adults, so that they could make something of themselves and their communities.

Preheat the Oven

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the brand story one cup

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Making the Crust


Nataani, a young, vibrant, warm and caring person, grew up in your typical upper middle class loving and supportive family. Nataani was always involved with her community and school activities, such as the womens water polo team and volunteering after school tutoring. She always aspired to teach or mentor kids that were less fortunate than her. She tried spending as much time as she could helping others. After high school Nataani left her home to embark on a new adventure, college. She was accepted to USC, where she moved into the dorms and was exposed to many new and exciting things. She got her first taste of being on her own. Nataani loved LA so much she decided to stay in the city when she graduated. She immediately wanted to start teaching at inner city high schools. Natanni felt she could make a difference and inspire the next generations coming up in this world. Her enthusiam quickly was challenged when she realized that her classes were all at-risk students, with uncertain

futures and not the eager students she was expecting. The students would separate themselves into groups, fights would break out and eventually most of her students would stop turning up to class. Central High in downtown Los Angeles is notorious for being one of the most brutual high schools in the area. One night as Natanni was watching the late night news she noticed that police officers arrested three young men who robbed and held up a market earlier that evening. And in fact, one of those young men was a student of hers that stopped going to class. She felt she wasn’t doing enough to make a positive impact on her students and that she needed to do more. Her project evolved from her two loves: giving and food which empowered Natanni to start a friendly organization called CityMade, an educational cooking experience that started in downtown Los Angeles.

Cup of the Brand Story

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the mission statement one tablespoon

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Making the Crust

Our mission is to ena and provide hope fo cook or assemble ba food with low nutriti We will give young p career choices and t should be delicious,


able young people to redirect their lives or their future. Many dont know how to asic meals, and easy access to inexpensive ional value has caused bad eating habits. people opportunities for making better teaching them better eating habits. Food fun and put a smile on your face.

Tbsp of the Mission Statement

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the motto one teaspoon

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Making the Crust


“making positive possible

Teaspoon of the Motto

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the brand values just one serving size

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Making the Crust


COMMUNITY For us its all about the community. With the brand we intend on rescuing the community’s youth, because they are the future. Helping to empower them and to make positive long lasting changes in their lives and community.

nonprofit This is our main objective, the funds go towards the teens for better educational opportunities, and to help form better eating habits. Also a safe place to inspire, express, interact and to reachout to those in need.

GIVING This is our key trademark. We are compassionate towards the ones less fortunate but not less deserving. By giving them the necessary tools, they will be able to overcome any obstacle and achieve whatever they put their minds to.

A serving size of Brand Values

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Its not where youve been but where youre going


naming one cup

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Making the Good Stuff


citymade It’s about a person that is confident and creative. He/she has dreams of making something of themselves, their community and likes making things with their hands. An aspiring individual who enjoys connecting with others and being in a playful eclectic homestyle environment.

citymade is

citymade isnt

confident creative eclectic fresh inspirational passionate playful urban

apprehensive conventional hindering indifferent limited plain pressing uninventive

A Cup of Naming

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Primary logo three cups

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Making the Good Stuff


The CityMade signature is the graphic representation of our company and the values for which it stands for. It identifies us to the world, displaying an image that is both strong and discrete. The CityMade signature combines the two most important visual elements of our brand, it illustrates the recognizable graphic features that make CityMade signature unique. The signature elements should never be separated. Position, size, and color, along with the spatial and proportional relationships of the CityMade signature elements are predetermined and should not be altered. To ensure consistent representation of our brand identity always use high quality vendors and reproduction methods by following the brand guidelines.

Three cups of the Logo

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primary logo application primary logo

primary logo inverse

CityMade logo has been carefully designed to reflect the brand personality and it should always appear in it original form with sufficient clear space surrounding it.

for applications where the perferred logo wouldn’t be legible, or if printing restrictions limit the ability to do so, the logo mark must be reversed to blank on a black background is requested.

perferred color for the CityMade color is black

clear space & minimum size clear space primary logo to ensure maximum impact in environments where it appears with other elements, clear space must be maintained on all sides of logo.

x

x xxx x

x

x x

x x x x

when the logo is reduced there is a point at which it becomes ineffective, by establishing a minimum size for the logo it is ensuring the logo is always promiment and readable.

xx xxx

making positive possible

the minimum clear space required is relative to the size of the logo. it is equal to the xxx cap-height of the CityMade type as indicated

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minimum size logo

Making the Good Stuff

for web applications a minimum size of 108 px is perferred a minimum size of .375 inches in height for print


Secondary logo application color logo logotype can be displayed in other CityMade colors. when using grayscale for logo usage use CityMade grey family depicted in color section.

Acceptable logo background there must always be sufficient contrast between the logo and the background it appears on. the CityMade logo can be printed on a color, patterened or photographic background if adequate contrast

Three cups of the Logo

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unacceptable logo usage one teaspoon

Do not reset the CityMade type or alter it in any way. Do not alter the overall shape of the logotype. To ensure the impact and preserve the integrity of the logo, any deviation from the established standard usage is prohibited. The following examples show unacceptable usages of the CityMade logo.

02

Making the Good Stuff


unacceptable color logo and usage

wrong color, thank you!

wrong color, thank you!

this is ugly, this is a no no!

no gradients, this is a no no!

please, dont do this!

please, dont do this!

unacceptable logo background usage

can’t even see it!

what is this, no way!

perfer the logo to stand out!

speechless!

you’ve got to be joking, NO!

no way, Jose!

Teaspoon of Unacceptable Logo use

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today is the day

make your mark


food coloring color breakdown

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Making the Good Stuff


CityMade Avocado Green

CityMade Avocado Dark Green

CityMade Avocado Light Green

Pantone 382 PC

Pantone 378 PC

Pantone 396 PC

CityMade Concrete Black

CityMade Concrete Gray

CityMade Concrete Light Gray

Pantone Black 6

Pantone 425 PC

Pantone Cool Gray 5 M

Food Coloring

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Typography mixing

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Making the Good Stuff


Mixing the Typography

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primary display typeface Intro regular Intro Regular is the primary display and headline typeface giving the brand a bold and unique presence.

abcde fghijklmn opqrstu vwxyz 0123456789

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Making the Good Stuff


using intro regular Headline Sizing The typeface is intended to be the most dominant type on the page. It should be primarily used for headlines and main messages. sizes starting at 12 pt (smaller headlines) and 18 pt (typical headlines)

headline Headline Sizing: Web For the web, it’s intended to be the most noticeable on the web page. Same as above, should be used for headlines and main messgaes. sizes starting at 36 px

WEB headline Tracking and Leading Typically, Intro Regular doesn’t need to edit it’s tracking or leading, but some adjustments can be made to certain situations, for example customized headlines.

just right Mixing the Typography

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subheads and body copy Gotham rounded light Gotham Rounded Light is the primary subhead and body copy typeface that celebrates the attractive and unassuming lettering of the city. Gotham inherited an honest tone that’s assertive but never imposing, friendly but never folksy, confident but never aloof.

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

0123456789 * Gotham Rounded can also be used in the book letter weight as well, in special cases of subhead or body copy being in a lighter ink color, use your best judgement, thank you!

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Making the Good Stuff


using Gotham rounded Subhead and body copy sizing The typeface is intended to be airy and easy to read. It should be primarily used for subheads and body copy. Even Gotham Rounded Light Italic may be used to emphasize things. Subhead sizing starting at 12 pt and up; Body copy sizing starting at 8pt and up

Subhead Gotham Light 14 pt Body copy Gotham Light 10 pt Body copy Gotham Light Italic 8 pt

Subhead and body copy sizing: web For the web, it’s intended to be easily read on the web page. Same as above, should be used for subheads and body copy. sizes starting at 18 px, except italic

Subhead Gotham Light 24 px Body copy Gotham Light 18 px Body copy Gotham Light Italic 16 px

Tracking and Leading Typically, Gotham Rounded Light doesn’t need to edit it’s tracking or leading, but some adjustments can be made to certain situations. example: 18 pt body copy, 20 pt leading

Not too fussy about tracking and leading, but this looks about right!

Mixing the Typography

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Secondary elements one tablespoon

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Making the Good Stuff


graphic elements Graphic breakdown These elements are the look and feel of the brand. All visual elements are to be used with any of the brand colors. Also encourage them to be mixed and matched with each other. And when considering imagery, light-hearted colorful food inspired and urban scenes are recommended.

* Different ways to display pattern

* Different ways to display stripes

Tablespoon of Secondary Elements

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Photography shot breakdown: city The city imagery should black and white, showcasing the inner cities beauty. Allowing outsiders see the uniqueness of an urban city. Such as architecture, telephone poles and even street art or signs.

shot breakdown: food The food imagery can be in both color and, black and white, showcasing the art of food. Imagery that stimulates your senses, is interesting to look at, shows preparation, utensils.

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Making the Good Stuff


shot breakdown: people The imagery of faces are those of the inner city teens. These are more of a portrait style and can be in either black and white or color.

shot breakdown: graphics with photography These examples of the imagery are fused with graphics or layering imagery on top of imagery. Images of people and food, city and food, people and city or actual graphics can go over any group.

Tablespoon of Secondary Elements

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cooking is bette


er with friends


Tone just a dash

CityMade is based on the core principles of why and how we can help young adults and the surrounding communities. For the organization to be continuously successful, it must act upon the CityMade tone that helps establish our goal for creating our organization. Our brand helps communicate a vision and consistent story to the client or consumer.

03

And Finally Garnishing


contribute CityMade organizes a wide range of events, often in collaboration with other organizations/businesses. We established a educational working restuarant which helps with a positive work experience for the students as well giving back to the community and which also provides help with funds for the CityMade organization. This helps to communicate the importance of developing a healthy relationship with food, people and themselves.

Knowledge CityMade aims to develop new knowledge that gives insight into how cooking can improve health, self-esteem, the community. Also increasing a skill set for the students to use in their future and enhance their outlook.

Achieve CityMade is making strides through the teens interaction, living examples of those who have chosen to leave the at-risk lifestyle behind them, and chose a more constructive, positive direction for their future.

Dash of Tone

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Citymade Identity using the decorations

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And Finally Garnishing


Using the Identity Decorations

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03

And Finally Garnishing


Using the Identity Decorations

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citymade website sweet

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And Finally Garnishing


CityMade Website

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Applications spread on

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And Finally Garnishing


Spread on the Applications

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03

And Finally Garnishing


Spread on the Applications

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Merchandise promotional

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And Finally Garnishing


Merchandise

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03

And Finally Garnishing


merchandised graphic elements Graphic breakdown The products that are designed should have the bold graphic elements. Some on the entire product, others just on a corner or spread around the product. All visual elements are to be used with any of the brand colors. Also encourage them to be mixed and matched with each other.

Merchandise

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Appendix

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And Finally Garnishing


logo images image name

page

File name

CityMade CityMade CityMade CityMade

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CityMade CityMade CityMade CityMade

logo logo inverse logo color logo mini

logo.psd/.ai logo inverse.psd/.ai logo color.psd/.ai logo mini.psd/.ai

secondary images image name

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File name

cityscape los angeles wooden spoons city ground table gathering flying birds city street green pattern city through window hollywood sky city sign apple pie cityscape good life type pumpkins telephone pole utensils pattern Philip Nina carrots city and jars gathering CityMade identity CityMade website display CityMade plate designs CityMade apron CityMade spoon designs CityMade bag CityMade t-shirt design CityMade cup one CityMade cup two CityMade cup three

cover title 02 04 08 10 14 14 16 24 26 33 33 33 33 33 33 34 34 34 34 34,36

SF.psd LAcityline02.psd woodenspoons.psd cityground.psd gather.psd pigeons.psd city_streets.psd green_patternAB.psd/.ai citythruwindow.psd hollywood.psd city_sign.psd applepie.psd cityscape02.psd goodlife.psd pumpkinsolo02.psd telephone_pole.psd utensils.psd thickglasses.psd girl.psd carrots.psd ex1.psd gathering02.psd CityMade_homepg.psd plate_display03.psd Apron.psd woodenspoons03.psd CityMade_bag.psd tshirt.psd CUPdisplay.psd CUPdisplay02.psd CUPdisplay03.psd Appendix

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CityMade Kitchen