Issuu on Google+

STANDARDS MANUAL


Table of Contents

Brand Message .................................. 02 Marks ........................................ 03 - 18 Primary Mark .................................. 03 - 06 Secondary Mark .............................. 07 - 08 Minimum Sizes ................................ 09 - 11 Clear Space ...................................... 12 - 14 Graphic Elements ............................ 15 - 16 Inappropriate Uses ........................... 17 - 18

Color Palettes ............................ 19 - 20 Typography ............................... 21 - 24 Business System ........................ 25 - 34 Business Cards ............................... 27 - 28 Envelope ......................................... 29 - 30 Letterhead ...................................... 31 - 34 Applications ............................. 35 - 39 Website ............................................ 40

Central Coast Pasty Co. | Standards Manual


01


Brand Message

The new Central Coast Pasty Company identity system aims to communicate the fusion between the British authenticity of their menu and the “California twist” aspect that makes this restaurant unique to the Central Coast and to San Luis Obispo. The rebrand is warm, welcoming, tactile, and slightly rustic like a traditional British pub without losing the laid-back, light, contemporary feel of the California restaurant experience. The graphic element in the logotype represents both a sun for the Central Coast and a traditional Cornish pasty with the iconic

braided crust. The two-color approach to the braided sections are reminiscent of a pasty’s flaky pastry. The warm colors evoke a sense of familiarity and calm. The Central Coast Pasty Co. is a place to relax and enjoy a hearty meal with friends or family. The pasty symbol has a hand-drawn feel that contrasts with the sans-serif typeface used for the restaurant’s name. This fusion of rustic and contemporary is carried out in the rest of the identity system from the business suite to the take-out bags.

Central Coast Pasty Co. | Standards Manual


Primary Mark Full Color

The primary mark contains the graphic element of the pasty centered above the restaurant’s word mark. This full-color version of the primary mark is ideal for representing the restaurant and should be used whenever possible. A variation of this mark is utilized in the signage outside the establishment. See the minimum sizes section of the manual for exactly how small the primary and secondary marks can be reduced to.

03


Primary Mark Single Color

The single color version of the primary mark is located to the left. Although it is shown in 100% black, you are not limited to just this version of the mark. Consult the guidelines established in the color palette section of the manual for alternate color options. This mark is perfect for packaging, screen printing, and stenciling.

Central Coast Pasty Co. | Standards Manual


Primary Mark Greyscale

50% black

The greyscale version of the primary mark can be useful in any single color printing process such as newsprint. Only one color is used in this variation of the primary mark. The difference in value is achieved by different opacities of black. The variations in grey are not direct translations from the full color primary mark. See specs for details on how to achieve this combination of greys.

30% black

70% black 50% black

05


Primary Mark White on black

The reversed out version of the primary mark is similar to the single color version. This variation of the primary mark should be used whenever there is a lack of contrast between the mark and its environment. Printing on dark materials, for example, would call for this mark to be implemented. This mark is also perfect for window decals and other frosted glass applications.

Central Coast Pasty Co. | Standards Manual


Secondary Mark Word mark

The secondary word mark may be used when a more horizontal format is necessary. The word mark should only be used as a single color or white on black variation (if there is a lack of contrast between the word mark and its surroundings). This mark can only be used if the pasty graphic element is present somewhere else on the application.

07


Secondary Mark Bounding Box

The word mark with the bounding box may be used as single color, white on black, greyscale, or full color as shown here. This is another variation of the word mark that can be applied to packaging and signage.

Central Coast Pasty Co. | Standards Manual


Minimum Sizes

Primary Mark | Full Color The minimum size the full color primary mark should be used at is .80” wide. Any smaller, the legibility of “Central Coast” becomes an issue. .80”

.70”

09

Primary Mark | Single Color The single color primary mark can be reduced to .70” wide when rendered in 100% black. This particular primary mark can afford to have a smaller minimum size due to the increased legibility of “Central Coast” when rendered in one color. If another color is desired, the smallest the mark can be is .80” wide. See the color palette section of the manual for color options.


Minimum Sizes

Primary Mark | Greyscale The greyscale variation of the primary mark has a minimum size of .80” wide. The subtle variations in the values of grey get lost at a smaller size. .80”

Primary Mark | White on Black The white on black reversed out primary mark can be rendered no smaller than .90” wide. Any smaller, the letterforms begin to break apart. .90”

Central Coast Pasty Co. | Standards Manual


Minimum Sizes

.90”

1.5”

11

Primary Mark | Word Mark The smallest size the word mark can exist at is .90” wide. Even though the word mark can exist at a smaller size and still maintain legibility, without the pasty graphic element the word mark risks

Primary Mark | Bounding Box The smallest the word mark with the bounding box can exist is 1.5” wide. The bounding box around the word mark scales proportionately with the entire logotype. Do not scale the bounding box or the word mark independent of one another. See the inappropriate uses section of the manual for further clarification about improper uses of the mark.


Clear Space Primary Mark

The clear space for all variations of the primary mark is the height of “Pasty� taken directly from the logo itself. The clear space scales proportionately with the mark.

Central Coast Pasty Co. | Standards Manual


Clear Space Secondary Mark

The clear space for the single color secondary word mark is the height of “Central Coast� taken directly from the mark itself. The clear space scales proportionately with the mark.

13


Clear Space Secondary Mark

The clear space for all variations of the secondary word mark with the bounding box is the height of “Central Coast� taken directly from the mark itself. The clear space scales proportionately with the mark.

Central Coast Pasty Co. | Standards Manual


Graphic Elements

Pasty This element can be used to separate information horizontally or vertically. It can also stand alone as a graphic element as long as the word mark is present somewhere on the application. The four color variations to the left are the only color options for this element. Pasty Button This element can be used as sealing stickers for envelopes. It is also included in the pasty seal located to the right. The three color options are taken directly from the primary logo are the only color options available for this particular element. Textured Line This element can be used as a line rule, header, or footer. It can be used at any length or size in the three color variations taken from the primary color palette. 15


Graphic Elements

Pasty Pattern The pasty element can be used in a pattern formation as shown above. See the business system and applications sections of the manual for examples of the pattern in use. Do not scale or rotate the pattern in any way. The pattern can only be used in one of the three colors taken from the full color variation of the primary mark.

Pasty Seal The pasty seal element is located on the website. It can also be used on packaging, print applications, or as a watermark at 20% opacity (illustrated on the inside cover of this manual). Do not rotate the element or scale components of the element independent of one another.

Central Coast Pasty Co. | Standards Manual


Inappropriate Uses Examples

CE NT R A L CO COA ST CO. CO

PA STY

1

2

3

4

6

7

8

CE NT R A L C O A S T C O.

PASTY Y 5

17


Inappropriate Uses Descriptions 1. Proportions The logotype should always be scaled proportionately. Do not scale elements independent of one another.

5. Color Palette The colors assigned to the logo resemble the flaky pastry crust in a traditional pasty. Do not alter any of the colors in the full color variation of the mark.

2. Skew Do not tilt or skew the mark in any way. The mark was designed to sit on a horizontal plane.

6. Stroke Do not add a stroke to any part of the logo. The stroke takes away from the textured pasty exterior and over complicates the mark as a whole.

3. Scaling Elements Do not scale elements of the logo independent of one another. The pasty graphic element should always be the same width as the word mark.

7. Drop Shadow Do not add a drop shadow or any other effect to the logotype. The logotype is meant to exist as is and should not require embellishments.

4. Type The type and specific type weights assigned to the word mark should not be substituted for any other typeface, size, or weight.

8. Moving Elements Elements should not be moved around or rearranged in the logotype. The mark was designed to have the pasty graphic element sit on top of the word mark. Central Coast Pasty Co. | Standards Manual


Color Palette Primary

Pasty Light Spot: Pantone 7555 U CMYK: 15C 30M 80Y 0K Hex: #DBB051 Pasty Medium Spot: Pantone 117 U CMYK: 29C 43M 100Y 6K Hex: #B38A2D Pasty Dark Spot: Pantone 4625 U CMYK: 47C 63M 66Y 36K Hex: #694C42

19

This color palette resembles the flaky pastry crust of a traditional pasty. These colors make up the full color version of the primary mark and are the primary colors that make up the entire identity system. You can see how these colors are applied throughout this manual and on additional applications relevant to the restaurant.


Color Palette Secondary Cream Spot: Pantone 7499 U CMYK: 3C 2M 8Y 0K Hex: #F4F4E8 Grey Spot: Pantone 419 U CMYK: 67C 60M 56Y 39K Hex: #49494B Rustic Red Spot: Pantone 175 U CMYK: 31C 83M 86Y 32K Hex: #863929 Dusty Orange Spot: Pantone 1245 U CMYK: 28C 60M 83Y 12K Hex: #A96C3F

This secondary color palette is used throughout this manual and for the stationary on the business system. Cream resembles the butcher paper the stationary is printed on and can be used for backgrounds when white isn’t desired. Rustic Red is an accent color used very sparingly when the viewer’s attention needs to be drawn to a particular element. Dusty Orange provides a slightly darker option when Party Medium doesn’t offer enough contrast.

Central Coast Pasty Co. | Standards Manual


Typography Primary Typeface

Avenir Roman A B C D E F GHI J K L M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuv wxyz 12 3 4 5 678 9 0 Avenir Heavy ABC DEFGHI J KLM NO P Q RS T U V W X YZ abcdefghijklmnopqrstuv wxyz 12 3 4 5 678 9 0 Avenir Black A B CDEFG H I J K LM N O P Q R S TU V W X Y Z abcdefghijklmnopqrstuv wxyz 12 3 4 5 67 8 9 0

21

Avenir is the type family used in the primary and secondary marks. It is also used for the headings in this manual and the names on the business cards for the restaurant. Avenir should be used sparingly when the secondary typeface, Adobe Garamond Pro, does not suffice. It should also be used to call attention to important information. Titles should be in the Heavy or Bold weight and sub text should be in Roman.


Typography Secondary Typeface

Adobe Garamond Pro Regular A BCDEFGHIJK L M NOPQR S T U V W X Y Z a b c d e f g h ij k l m n o p q r s t u v w x y z 12 3 45 678 9 0 Adobe Garamond Pro Italic A BCDEFGHIJK L MNOPQR ST U V W X Y Z abcdefghijklmnopqrstuvwxyz 12 3 45 67 8 9 0 Adobe Garamond Pro Bold A B C DE FG H I J K L M NOP QR S T U V W X Y Z abcdefghijk lmnopqrst uv w x y z 1 2 3 4 5 67 8 9 0

Abobe Garamond Pro is the secondary typeface in the identity system. It is used throughout this manual for the main body text. Bold and Italic should be used to call attention to important information in the copy. The secondary typeface is also used as the primary typeface in the business system, packaging, and other applications.

Central Coast Pasty Co. | Standards Manual


Typography Primary Typeface (Web)

Georgia Regular A BCDEFGHIJK L M NOPQR ST U V W X Y Z abcdefghijklmnopqrstuv w x yz 1234567890 G eorgia Italic A BCDEFGHIJK LMNOPQRSTU V W X Y Z abcdefghijklmnopqrst uvwx yz 1234567890 G e or g i a B old A BC DE F GH I J K L M NOP QR S T U V W X Y Z abcdefg hijk lmnopqrst uv w x y z 1234567890

23

Georgia is a web safe typeface used in the headings and navigation on the restaurant’s website only. Avenir is not a web safe typeface and should not be included in the website (apart from the logo) Titles and navigation should be in Bold. Sub text should be in Regular or Italic.


Typography Secondary Typeface (Web)

Helvetica Regular ABCDEFGHIJKLMNOPQRSTUV W XYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0

Helvetica Oblique AB C DEFG H IJ KLM N O PQ RSTUV WXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0

Helvetica Bold ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz

Helvetica is another web safe typeface used in the main body copy of the website only. Adobe Garamond Pro is not a web safe typeface and should not be included in the website. Body text should be in Regular while Oblique and Bold should be used to call attention to important information within the copy.

12 3 4 5 6 7 8 9 0

Central Coast Pasty Co. | Standards Manual


Business System Overview

Kurt Stump Owner The Central Coast Pasty Co. 1032 Chorro Street San Luis Obispo, CA 93410 November 12, 2012 Dear Mr. Stump,

KURT STUMP Owner stump@centralcoastpasty.com P: 805.540.7278 F: 805.540.7279

1032 Chorro Street San Luis Obispo, CA www.centralcoastpasty.com

These applications you see before you are just a few examples of a potential rebrand to your restaurant’s current logo and identity system. The goal of the rebrand is to attract the attention of local college students who make up a large, hungry part of the San Luis Obispo community. I also wanted to communicate the fusion between the British authenticity of your cuisine and the “California twist” aspect that makes this restaurant so unique to the Central Coast. Even though you are located in San Luis Obispo, your mission is to bring pasties to the entire Central Coast. The name change to “The Central Coast Pasty Company” widens your restaurant’s influence in California. Since pasties are already a novelty on the West Coast, your restaurant can afford to reach out to neighboring cities for business. The graphic symbol in the logotype represents both a sun for the Central Coast, and a traditional Cornish pasty with the iconic braided crust. Pasty shops in the UK oftentimes include the symbol of a pasty due to the recognizable nature of the food. The two-color approach to the braided sections deters the viewer from initially thinking the symbol is a sun; First and foremost, I wanted to market the authenticity of your pasties by using warm colors reminiscent of a pasty’s flaky pastry exterior. I wanted the association with the Central Coast to be secondary, but still necessary to the meaning of the logotype as a whole. This is also represented in the typography’s hierarchy, with “Pasty Co.” appearing significantly larger than “Central Coast.” The pasty symbol has a hand-drawn feel that contrasts with the sans-serif typeface used for the restaurant’s name. This represents the fusion between the historic pasty and the contemporary “California twist” you put on some of your recipies. This clean, contemporaty typeface that is currently popular for London signage appeals to the college crowd, establishing the Central Coast Pasty Co. as a modern day eatery. Sincerely,

Emma Williams

1032 Chorro Street, San Luis Obispo, CA 93410 www.centralcoastpasty.com

25

P: 805.540.7278 F: 805.540.7279 info@centralcoastpasty.com


Business System Overview

1032 Chorro Street, San Luis Obispo, CA 93410 www.centralcoastpasty.com

Central Coast Pasty Co. | Standards Manual


Business System Business Card Front

2”

The business card is a die cut of the pasty graphic element. The cut is make 0.14” from the edge of the pasty to give the graphic element room to breathe. This restaurant’s business card dimensions match that of a traditional business card so it easily fits in a pocket or wallet.

3.5”

27


Business System Business Card Back .46”

.76”

.24”

1.8”

.36” .08” .12”

KURT STUMP Owner

Avenir Black 8/10, 40pt tracking, Color: Pasty Dark Garamond Pro Regular 8/20, 20pt tracking, Color: Grey

.20”

stump@centralcoastpasty.com

Garamond Pro Regular 8/30, 20pt tracking, Color: Grey

.19”

P: 805.540.7278 F: 805.540.7279

See specs below

1032 Chorro Street San Luis Obispo, CA

Garamond Pro Regular 8/30, 20pt tracking, Color: Grey

.15” .19”

www.centralcoastpasty.com

Garamond Pro Bold 8/20, 40pt tracking, Color: Pasty Dark

.12” .20”

See specs below Garamond Pro Regular 8/15, 20pt tracking, Color: Grey

.21”

KURT STUMP Owner

All type is left aligned

stump@centralcoastpasty.com Avenir Black 7.5/20, 30pt tracking, Color: Pasty Dark

P: 805.540.7278 F: 805.540.7279

Garamond Pro Regular 8/10, 20pt tracking, Color: Grey

1032 Chorro Street San Luis Obispo, CACentral Coast Pasty Co. | Standards Manual


Business System Envelope Front

.50”

1.1”

8.0”

.50”

1.0”

4.1” 2.6”

9.6”

29


Business System Envelope Back 4.2”

.60”

1.9”

.60”

4.2”

.31” 1032 Chorro Street, San Luis Obispo, CA 93410 www.centralcoastpasty.com

.16” .16” 0.5”

1.2” Sticker Color: Pasty Dark

4.1”

1.8”

9.6”

1032 Chorro Street, San Luis Obispo, CA 93410 www.centralcoastpasty.com

Garamond Pro Regular 11/13, 20pt tracking, Color: Grey Garamond Pro Bold 11/13, 60pt tracking, Color: Pasty Dark

Central Coast Pasty Co. | Standards Manual


Business System Letterhead

.50” 1.2” .50” Kurt Stump Owner The Central Coast Pasty Co. 1032 Chorro Street San Luis Obispo, CA 93410

2.0”

November 12, 2012 Dear Mr. Stump, These applications you see before you are just a few examples of a potential rebrand to your restaurant’s current logo and identity system. The goal of the rebrand is to attract the attention of local college students who make up a large, hungry part of the San Luis Obispo community. I also wanted to communicate the fusion between the British authenticity of your cuisine and the “California twist” aspect that makes this restaurant so unique to the Central Coast.

8.5”

Even though you are located in San Luis Obispo, your mission is to bring pasties to the entire Central Coast. The name change to “The Central Coast Pasty Company” widens your restaurant’s influence in California. Since pasties are already a novelty on the West Coast, your restaurant can afford to reach out to neighboring cities for business. The graphic symbol in the logotype represents both a sun for the Central Coast, and a traditional Cornish pasty with the iconic braided crust. Pasty shops in the UK oftentimes include the symbol of a pasty due to the recognizable nature of the food. The two-color approach to the braided sections deters the viewer from initially thinking the symbol is a sun; First and foremost, I wanted to market the authenticity of your pasties by using warm colors reminiscent of a pasty’s flaky pastry exterior. I wanted the association with the Central Coast to be secondary, but still necessary to the meaning of the logotype as a whole. This is also represented in the typography’s hierarchy, with “Pasty Co.” appearing significantly larger than “Central Coast.” The pasty symbol has a hand-drawn feel that contrasts with the sans-serif typeface used for the restaurant’s name. This represents the fusion between the historic pasty and the contemporary “California twist” you put on some of your recipies. This clean, contemporaty typeface that is currently popular for London signage appeals to the college crowd, establishing the Central Coast Pasty Co. as a modern day eatery.

5.7”

Sincerely,

Emma Williams

.60” 1032 Chorro Street, San Luis Obispo, CA 93410 www.centralcoastpasty.com

31

P: 805.540.7278

F: 805.540.7279

info@centralcoastpasty.com

.80”


Business System Letterhead 1.2”

2.4”

1.4”

2.4”

Kurt Stump Owner The Central Coast Pasty Co. 1032 Chorro Street San Luis Obispo, CA 93410 November 12, 2012 Dear Mr. Stump, These applications you see before you are just a few examples of a potential rebrand to your restaurant’s current logo and identity system. The goal of the rebrand is to attract the attention of local college students who make up a large, hungry part of the San Luis Obispo community. I also wanted to communicate the fusion between the British authenticity of your cuisine and the “California twist” aspect that makes this restaurant so unique to the Central Coast. Even though you are located in San Luis Obispo, your mission is to bring pasties to the entire Central Coast. The name change to “The Central Coast Pasty Company” widens your restaurant’s influence in California. Since pasties are already a novelty on the West Coast, your restaurant can afford to reach out to neighboring cities for business. The graphic symbol in the logotype represents both a sun for the Central Coast, and a traditional Cornish pasty with the iconic braided crust. Pasty shops in the UK oftentimes include the symbol of a pasty due to the recognizable nature of the food. The two-color approach to the braided sections deters the viewer from initially thinking the symbol is a sun; First and foremost, I wanted to market the authenticity of your pasties by using warm colors reminiscent of a pasty’s flaky pastry exterior. I wanted the association with the Central Coast to be secondary, but still necessary to the meaning of the logotype as a whole. This is also represented in the typography’s hierarchy, with “Pasty Co.” appearing significantly larger than “Central Coast.” The pasty symbol has a hand-drawn feel that contrasts with the sans-serif typeface used for the restaurant’s name. This represents the fusion between the historic pasty and the contemporary “California twist” you put on some of your recipies. This clean, contemporaty typeface that is currently popular for London signage appeals to the college crowd, establishing the Central Coast Pasty Co. as a modern day eatery. Sincerely,

1.0”

All components of the business system are printed on different weights of butcher paper. White paper should never be used as it detracts from the warm, approachable feel of the restaurant. The logo and the footer elements are centered on the letterhead. No content should exist within the bottom .60” of the document to allow the footer ample room to breathe.

Emma Williams

1032 Chorro Street, San Luis Obispo, CA 93410 www.centralcoastpasty.com

P: 805.540.7278 F: 805.540.7279 info@centralcoastpasty.com

9.6”

Central Coast Pasty Co. | Standards Manual


Business System Letterhead Details

Kurt Stump Owner The Central Coast Pasty Co. 1032 Chorro Street San Luis Obispo, CA 93410 November 12, 2012

Garamond Pro Bold 11/13, 20pt tracking, Color: Black Garamond Pro Regular 11/13, 20pt tracking, Color: Black Garamond Pro Regular 11/30, 20pt tracking, Color: Black Garamond Pro Regular 11/40, 20pt tracking, Color: Black

Dear Mr. Stump, Garamond Pro Regular 20pt tracking, Color: Black These applications you see before you are just a few examples of a potential rebrand to your11/10, restaurant’s current logo and identity system. The goal of the rebrand is to attract the attention of local college students who make up a large, hungry part of the San Luis Obispo community. I also wanted to communicate the fusion between the British authenticity of your cuisine and the “California twist” aspect that makes this restaurant so unique to the Central Coast.

Garamond Pro Regular 11/13, 20pt tracking, Color: Black

Even though you are located in San Luis Obispo, your mission is to bring pasties to the entire Central Coast. The name change to “The Central Coast Pasty Company” widens your restaurant’s influence in California. Since pasties are already a novelty on the West Coast, your restaurant can afford to reach out to neighboring cities for business.

33

The graphic symbol in the logotype represents both a sun for the Central Coast, and a traditional Cornish pasty with the iconic braided crust. Pasty shops in the UK oftentimes include the symbol of a pasty due to the recognizable nature of the food. The two-color approach to the braided sections deters the viewer from initially thinking the symbol is a sun; First and foremost, I wanted to market the authenticity of your pasties by using warm colors reminiscent of a pasty’s flaky pastry exterior. I wanted the association with the Central Coast to be secondary, but still necessary to the meaning of


Sincerely,

Business System Letterhead Details Emma Williams .60”

1.6”

.15” .20”

1032 Chorro Street, San Luis Obispo, CA 93410 www.centralcoastpasty.com

.15”

1.6”

P: 805.540.7278

.60”

F: 805.540.7279

info@centralcoastpasty.com

Garamond Pro Bold 9/13, 60pt tracking, Color: Pasty Dark Garamond Pro Regular 9/13, 20pt tracking, Color: Black

Avenir Black 7.5/20, 30pt tracking, Color: Pasty Dark 10 spaces between each separate element on the address line

Central Coast Pasty Co. | Standards Manual


Applications Packaging

35


Applications Packaging

Central Coast Pasty Co. | Standards Manual


Applications Clothing

37


Applications Clothing

Central Coast Pasty Co. | Standards Manual


Applications Glassware

39


Website

Central Coast Pasty Co. | Standards Manual



Central Coast Pasty Company Standards Manual