My first document

BrandGuidelines

Introduction

Welcome to Freshslice Pizza, where a passion for pizza marries innovation, freshness, and friendly service in the vibrant Quick Service Restaurant landscape. Born from the vision of our founder, Ray Russell, in the heart of Vancouver in 1999, Freshslice Pizza embarked on a journey to redefine the pizza experience. Our roots trace back to a single restaurant, fueled by a desire to offer a fresher way to relish the beloved pizza.

Envisioned as the “Starbucks of Pizza”, Freshslice Pizza has evolved into a symbol of progressive gastronomy, serving customers across all age groups at over 100 locations across Canada. Our story is one of rapid growth, driven by our unique selling propositions—offering pizza by the slice, enabling customers to create their own pizza masterpieces, and delivering smiles, one pizza box at a time.

Our commitment to fresh food and friendly service—every time—is not just a tagline; it’s a promise, a reflection of our core values. At Freshslice Pizza, we prioritize creating a memorable experience for our guests, aiming for more than just customer satisfaction—we seek to build lasting relationships, to hear your stories and share ours, ensuring that every interaction is imbued with the distinctive spirit of Freshslice Pizza.

This Brand Guideline is your gateway to the world of Freshslice Pizza. It encapsulates our ethos, our innovative and productive approach, and the elements that make us stand out in the crowded pizza scene. It serves as a compass for maintaining brand consistency, clarity, and a cohesive presence, whether you are a team member, a partner, or a collaborator.

Join us on this exhilarating journey, uphold the legacy of Freshslice Pizza, and contribute to our ongoing story. With every page you turn, you will delve deeper into what makes Freshslice Pizza a thriving community—a place where every visit is a fresh slice of joy.

This document is a blueprint of Freshslice Pizza’s unique identity, blending innovation with our commitment to freshness and friendly service. It’s your compass to maintaining our brand’s essence in every interaction. Let’s craft memorable experiences and flavor the future with shared success!

SURJ UPPAL, Director of Marketing PATRICK AGCAOILI, Marketing Manager / Senior Designer

Logo Identity Usage 02

Serving Consistency: Slicing through with a Distinctive Mark

Navigating through the dynamic Quick Service Restaurant landscape, Freshslice Pizza’s logo stands as a symbol of our innovative spirit and commitment to quality. Our logo is not just an emblem; it’s a visual narrative, telling a story of fresh, flavorful experiences and friendly encounters. Within this section, we lay down the guidelines that ensure our logo’s optimal use, preserving its integrity and impact across various platforms. By adhering to these principles, we maintain a consistent and recognizable brand presence, allowing Freshslice Pizza to resonate in the minds of pizza lovers across Canada. Whether it’s a billboard, a delivery box, or digital media, let’s ensure our logo speaks volumes, slice by slice!

LOGO FINAL VERSION

In the world of design, every curve, shade, and spacing holds a narrative. With Freshslice Pizza’s logo, we’ve composed a visual symphony that resonates with the brand’s vibrancy and commitment to quality. The circular trajectory of the brand name, FRESHSLICE PIZZA, signifies unity and the infinite journey of flavor we offer. The dual encapsulation, with lively red and vibrant green, crafts a visual dance of warmth, freshness, and authenticity. The central character, with a mouth open in anticipation, embodies the joy and delight in every bite, while the steam marks subtly elevate the sensory appeal, whispering tales of freshly baked goodness. This final version is a harmonious blend of artistry and storytelling, an emblem that stands as a testament to our brand’s passion and uniqueness.

LETTER MARK

Harmonizing Freshness & Flavor

Meet the textual essence of our brand: FRESHSLICE. In this elegant italic type, “Fresh” is adorned in a vibrant green, symbolizing the natural and fresh ingredients that form the foundation of our pizzas. “Slice”, on the other hand, is depicted in a bold red, representing the warmth of our freshly baked slices and the zestiness of our flavors. Together, they harmonize to create a visual melody that sings the ethos of Freshslice Pizza, encapsulating our commitment to freshness, flavor, and vibrancy with every glance.

LOGO MARK

Capturing the Essence in Every Bite

Our Logo Mark distills the joy and uniqueness of the Freshslice experience into a singular, impactful image. The playful character at the center, evocative of nostalgic arcade charm, represents the delight found in every bite of our pizza. The surrounding vibrant red circle stands for the warmth and zest of our offerings, while the outer green circle is a nod to the fresh, quality ingredients we are committed to using. Together, these elements form a visual emblem that is as memorable and distinctive as the flavors Freshslice Pizza brings to every table.

Primary Brand Colors 03

A Palette of Passion & Purity Dive into the vibrant hues that paint the canvas of Freshslice Pizza! Our primary brand colors are not just shades; they are the carriers of our essence, the storytellers of our journey. The lively red symbolizes the warmth of our hearths and the zestiness of our flavors, encapsulating the passion we pour into every slice. In contrast, the vibrant green represents the freshness and purity of our ingredients, a testament to our unwavering commitment to quality and wellness. Together, these colors dance in a harmonious ballet, creating a visual symphony that resonates with the hearts of pizza lovers, making Freshslice Pizza a symphony of sights and bites that lingers in memory and palate alike. Welcome to a world where every color tells a story, and every story is a slice of our world!

PMS 185 C BLACK

PMS 355 C WHITE

Logo Variations

Step into the realm of versatility with Freshslice Pizza’s logo variations, a canvas where our emblematic symbol meets diverse backgrounds, each telling its unique story. Whether it’s the stark elegance of black, the pure simplicity of white, the refreshing vibrancy of Freshslice Green, or the captivating allure of our custom Gradient Green, each background has been meticulously chosen to enhance and complement our logo’s visual story. These variations ensure our logo’s brilliance shines through in every context, maintaining its vibrancy and impact.

A note of harmonious adaptability – in mediums where a single color sings solo against a black backdrop, white takes the stage, ensuring clarity, contrast, and the enduring resonance of our brand’s melody. Welcome to a gallery of variations, where each rendition of our logo plays a harmonious note in the symphony of Freshslice Pizza’s visual identity!

The same rules of versatility apply to the logo text version. There’s a slight twist – when set against any colored background, the letters are outlined in white, ensuring our brand name’s clarity and distinction.

Versatility in Vibrancy: A Symphony of Background Harmony

SIZING

Ensuring Legibility Across All Canvases For the clarity and visual integrity of our logo, it is essential that it is never displayed at a height smaller than 10mm in print, or 10px on digital screens. If a scenario demands a smaller size, we encourage reaching out to our marketing department for alternative solutions and guidance. This practice guarantees that the essence and vitality of Freshslice Pizza’s brand are consistently conveyed, regardless of the medium or scale. 10mm

Typography 05

Crafting Character Through Letterforms

Typography is the voice of our brand; it speaks volumes even in silence. At Freshslice Pizza, we carefully select and implement typefaces that resonate with our brand’s ethos of freshness, friendliness, and innovation. Our chosen fonts are a blend of modernity and warmth, reflecting the diverse and welcoming atmosphere that characterizes every Freshslice restaurant.

The harmonious balance between bold and inviting fonts articulates our commitment to quality and our progressive approach to the pizza experience. Through meticulous typographic choices, we ensure that our visual communications are not only legible and consistent but also infused with the distinctive personality that sets Freshslice Pizza apart in every slice, word, and interaction.

PRIMARY FONT

Titillium Web

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!@#$<>?

SECONDARY FONT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!@#$<>?

HIERARCHY

Structuring Visual Narratives with Purpose

Headings

Font Family: Titillium Web

Weight: Semi-Bold or Bold

Usage: Main headings in documents, website sections, and promotional materials.

Subheadings

Font Family: Open Sans

Weight: Regular or Semi-Bold or Italics

Usage: Subsections, supporting headings, and captions.

Body Text

Font Family: Titillium Web

Weight: Regular

Usage: General content, descriptions, and paragraphs.

Captions & Small Print

Font Family: Open Sans

Weight: Regular

Usage: Image captions, footnotes, and small print details.

Corporate Print Media 06

Elegance in Simplicity: Building Tangible Connections

In a digital-centric world, the tangible touch of Corporate Print Media holds a distinctive charm and unparalleled authenticity.

At Freshslice Pizza, we embrace this medium as a canvas to craft lasting impressions, ensuring every piece of our print media reflects the core of who we are—fresh, friendly, and innovative.

Each item is a harmonious blend of clean design and thoughtful detailing, carrying the signature Freshslice aesthetic into the hands of our stakeholders.

BUSINESS CARD

Our business cards are the compact embodiment of the Freshslice spirit. Crafted on pristine white paper, each card is a delicate balance of simplicity and sophistication, featuring our distinct logo mark and adhering to our typographic hierarchy. With every exchange, they serve as a tangible reminder of our commitment to freshness and quality, creating a subtle yet enduring connection with every hand they touch.

LETTER HEAD

Our letterheads are not just a medium for communication; they are the starting point of stories told with passion and warmth. The clean, white paper serves as a serene canvas, allowing the black type and our logo mark to speak volumes, embodying the professionalism and creativity that fuel Freshslice. Each letter penned is a testament to our dedication to quality and the cultivation of genuine relationships.

ENVELOPE

The Freshslice envelope is the elegant casing that holds whispers of our brand’s voice. The minimalist design, featuring our iconic logo mark on crisp, white paper, ensures that every message delivered is wrapped in our brand’s essence. It is the first touchpoint, creating anticipation, and setting the tone for the warmth and freshness enclosed within, symbolizing our dedication to fostering connections in every interaction.

MENU FLYER DESIGN

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Marketing Assets

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COLOR USAGE

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Dolent facipidel millant. Itatemporum reri venis ut ipsa consed quam, ipsumquis con re, simus. Illento cum arit pos ium labo. Ut quis quis int quae ero bea nonsectiam, cus re, officiae atqui quia delendi del invel ius.

Earum nullupti debitia ernatibus molesto estium endus ressin conseque doluptatis aut pro blabore susamet hicipsanis unt intem dolor asimus aut omnitatem qui num que nonsequia nonsequam faccusa ndaeptatam acesequis esed estiam everem aut et Num hicimusam, sus audignam iusa.

PROMOTIONAL POSTER DESIGN

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COUPON DESIGN

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Reri venis ut ipsa consed quam, ipsumquis con re, simus. Illento cum arit pos ium labo. Ut quis quis int quae ero bea nonsectiam, cus re, officiae atqui quia delendi del invel ius.

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COLOR USAGE

Eveliae. Udam sequias moluptisqui audam iur, quo doloresedis verciam undelib usciis asin etur aliciis eos cus nim sit latet qui beat que eum quidusapiet volore, omnieni sciustrunti sim quam cullaccus in natur sequatum.

Dolent facipidel millant. Itatemporum reri venis ut ipsa consed quam, ipsumquis con re, simus. Illento cum arit pos ium labo. Ut quis quis int quae ero bea nonsectiam, cus re, officiae atqui quia delendi del invel ius.

Earum nullupti debitia ernatibus molesto estium endus ressin conseque doluptatis aut pro blabore susamet hicipsanis unt intem dolor asimus aut omnitatem qui num que nonsequia nonsequam faccusa ndaeptatam acesequis esed estiam everem aut et Num hicimusam, sus audignam iusa.

Website 09

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COLOR USAGE

Eveliae. Udam sequias moluptisqui audam iur, quo doloresedis verciam undelib usciis asin etur aliciis eos cus nim sit latet qui beat que eum quidusapiet volore, omnieni sciustrunti sim quam cullaccus in natur sequatum.

Dolent facipidel millant. Itatemporum reri venis ut ipsa consed quam, ipsumquis con re, simus. Illento cum arit pos ium labo. Ut quis quis int quae ero bea nonsectiam, cus re, officiae atqui quia delendi del invel ius.

Earum nullupti debitia ernatibus molesto estium endus ressin conseque doluptatis aut pro blabore susamet hicipsanis unt intem dolor asimus aut omnitatem qui num que nonsequia nonsequam faccusa ndaeptatam acesequis esed estiam everem aut et Num hicimusam, sus audignam iusa.

Mobile App 10

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COLOR USAGE

Eveliae. Udam sequias moluptisqui audam iur, quo doloresedis verciam undelib usciis asin etur aliciis eos cus nim sit latet qui beat que eum quidusapiet volore, omnieni sciustrunti sim quam cullaccus in natur sequatum.

Dolent facipidel millant. Itatemporum reri venis ut ipsa consed quam, ipsumquis con re, simus. Illento cum arit pos ium labo. Ut quis quis int quae ero bea nonsectiam, cus re, officiae atqui quia delendi del invel ius.

Earum nullupti debitia ernatibus molesto estium endus ressin conseque doluptatis aut pro blabore susamet hicipsanis unt intem dolor asimus aut omnitatem qui num que nonsequia nonsequam faccusa ndaeptatam acesequis esed estiam everem aut et Num hicimusam, sus audignam iusa.

Icons 11

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ICON USAGE

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Dolent facipidel millant. Itatemporum reri venis ut ipsa consed quam, ipsumquis con re, simus. Illento cum arit pos ium labo. Ut quis quis int quae ero bea nonsectiam, cus re, officiae atqui quia delendi del invel ius.

Earum nullupti debitia ernatibus molesto estium endus ressin conseque doluptatis aut pro blabore susamet hicipsanis unt intem dolor asimus aut omnitatem qui num que nonsequia nonsequam faccusa ndaeptatam acesequis esed estiam everem aut et Num hicimusam, sus audignam iusa.

Imagery 12

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COLOR USAGE

Eveliae. Udam sequias moluptisqui audam iur, quo doloresedis verciam undelib usciis asin etur aliciis eos cus nim sit latet qui beat que eum quidusapiet volore, omnieni sciustrunti sim quam cullaccus in natur sequatum.

Dolent facipidel millant. Itatemporum reri venis ut ipsa consed quam, ipsumquis con re, simus. Illento cum arit pos ium labo. Ut quis quis int quae ero bea nonsectiam, cus re, officiae atqui quia delendi del invel ius.

Earum nullupti debitia ernatibus molesto estium endus ressin conseque doluptatis aut pro blabore susamet hicipsanis unt intem dolor asimus aut omnitatem qui num que nonsequia nonsequam faccusa ndaeptatam acesequis esed estiam everem aut et Num hicimusam, sus audignam iusa.