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Brand S t a n da rds a nd Gu i de l i n e s


Contents Mission and Vision

3

Our Concept 4 Logotype and Wordmark

6

Color Pallette 7 Typography 8-9 Clearspace 10 Violations 11 Variations 12 Photography 13-18 Touchpoints 19-24


Brand


Mission To have high quality food served by a friendly and fun crew in an enviroment that is clean, safe, and fun. Provide the community a great place to work, where they have a lot of fun while working hard. Commit to giving back to the community wherever they are located.

Vision To have location all over the world and be known as the brand for quality chicken finger meals, a great crew, and active community involvment.


Our concept is simple and unique‌ we feed the hungry with quality chicken finger meals! At Raising Cain you get an exceptionally high quality product served quickly and conveniently. We can do this because we offer a limited menu. The specialized systems developed by Raising Cain allow us to maintain a level of quality unmatched in the industry. Our commitment to this concept will not allow us to compromise our quality, cut corners or clutter our menu with new products that do not fit our core menu offering.

4


Identity


Primary Logotype

2 inch

Wordmark

2 inch

6


Color Palette Tu ndora H E X: #231F20 R GB: 35,31,32 CMY K: 0,11,9,86 PANT O NE: Black C

Cardinal H E X: #BA 2032 R GB: 186,32,50 CMY K: 0,11,9,86 PANT O NE: 2350 C

Saffron Mango H E X: #FC C 250 R GB: 252,194,80 CMY K: 0,23,68,1 PANT O NE: 1225 C

Wh ite H E X: #FFFFFF R GB: 255,255,255 CMY K: 0,0,0,0 PANT O NE: 656 C

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Typography

Avenir ABCDEFGHIJCLMNOPQRSTUVWXYZ abcdefghujklmnopqrstuvwxyz 0123456789 .,!?-_:; ABCDEFGHIJCLMNOPQRSTUVWXYZ abcdefghujklmnopqrstuvwxyz .,!?-_:; ABCDEFGHIJCLMNOPQRSTUVWXYZ abcdefghujklmnopqrstuvwxyz .,!?-_:; 8


Type and Color OKAY

Raising Cain Raising Cain Raising Cain NOT OKAY

Raising Cain 9

Raising Cain


Clearspace

10


Violations 1

2

3

RA ISING

RA ISING

CA in 4

5

CA in 6

RA ISING

RA ISING

RA ISING

CA in

CA in

CA in

1

The contents should not ever overlap.

2

The logo should not be places directly on an image.

3

Colors should not be switched around.

4

Do not make the logo and the type the same color.

5

Logo should not be without yellow element when in color.

6

The angle of the dog should not be altered.

11


Black and White Grayscale

Black and white

12


Photography


16


18


Touchpoints


22


24


Rebranding : Raising Cane's  
Rebranding : Raising Cane's  
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