Café Northstar Brand Book

cafÉ northstar Brand Recipe

A little bit about us We are a small upscale Scandinavian restaurant located in the heart of Minneapolis, Minnesota. We got our start in late 2008, when we struck a deal with the Crowne Plaza, located in the Northstar building, serving the hotel guest and local residence delicious dishes from the Nordic region. Four years later, we decided to expand and open up our own restaurant separate of the hotel. With that came a rebrand. We wanted to get back to our heritage and ancestral line connected the Scandinavian region, and that is exactly what we did.

In 2013, we had an opening for the Executive chef position. We thought this was a great opportunity to bring in some fresh talent and someone who embodies the Nordic spirit through their cooking. So, we called world renowned chef Marcus Samuelsson to see if he was interested in putting his unique spin on Nordic cuisine at Café Northstar. He agreed.

Like our Executive chef, we believe in using only fresh, local ingredients and supporting our local farmers and markets. We believe it gives our guests the best tasting food possible, and we know they appreciate it.

We want Café Northstar to be the “Place to Meet” in the Minneapolis area, for a night out with friends, a unique date, business lunches and dinners, and most importantly... A delicious dish that you won’t forget.

table of contents

1

company values & spirit

4

typography

2

Brand Identity

5

graphic devices

3

Color

6

collateral material

7

brand extensions

1 the Appetizer

Company values & spirit

Our mission & What we believe When we rebranded Café Northstar, we wanted to get back to our roots of Viking heritage in the Nordic region. We wanted to take inspiration of the clean and modern aesthetic, with simple and homegrown ingredients to keep things clean, fresh, and natural. With that mind set, you can naturally expect an friendly, honest, and unique dining environment making Café Northstar a place you’ll want to keep coming back to.

We believe in using only fresh, local ingredients and supporting our local farmers and markets. We believe it gives our guests the best tasting food possible, and we know they appreciate it.

Hallå

We want Café Northstar to be the “Place to Meet” in the Minneapolis area, for a night out with friends, a unique date, business lunches and dinners, and most importantly, a delicious dish that you won’t forget.

to be the

1

place to meet

to serve top notch

2

Nordic cuisine

to Use locally grown

3

organic ingredients

to bring people

4 6

Company Values & Spirit

together through food and drinks

chef marcus samuelsson I feel like I have been cooking all my life. Growing up, my sisters Anna and Linda and I spent summers in Smรถgen, on the west coast of Sweden. Every morning I went fishing with my dad, Lennart, and my uncles. We caught crayfish, lobsters, and mackerel, and often smoked and preserved the catch. My grandmother, Helga, would gather us in the kitchen to teach us how to pickle fresh vegetables, and make meatballs, ginger snaps, cookies, and apple jam. These experiences taught me to love and appreciate fresh and local food.

My other window into food came from my relatives and my father, Tsigie, in Ethiopia. Spices are the key element driving taste in Ethiopian cooking. In Ethiopia, food is often viewed through a strong spiritual lens, more so than anywhere else I know. I appreciate my Ethiopian roots because I see how hard people have to work there to survive, and I understand just how fortunate I am to live in this country. I am inspired by the way the people of Ethiopia lead their lives, and how everyone tries to help one another in the community. Their drive inspires me to work as hard as I can to take the knowledge I have about food and to share it with those who want to learn how to prepare fresh, affordable meals.

New York City feels so much like home I almost feel like I grew up here. I love all the diversity that this city has to offer. I love meeting new people and learning about different cultures, because this helps me expand my knowledge of different foods, spices, and techniques. Different sounds and colors influence the way I design a dish. The creative process is always fun for me, whether in food, art, music, or fashion. I love to be influenced by different kinds of art, and I try to take those experiences and place them in my creations.

My perfect weekend is to play soccer with my friends and then cook for them.

My wife, Maya, and I entertain friends from all over the world, so it is great to cook something that might be familiar to them, yet has been prepared in a completely different way.

company values & Spirit

7

21 main course

brand Identity

Ingredients This is the main mark that will be used for the brand. This mark is the main course of the brand. The identity takes cues from Viking heritage, seafood, and the cold Nordic landscape.

Café Northstar’s image mark is made up of three main elements. The main shape

Image MArk

of the mark is the front of a Viking ship, which references the Nordic heritage and ancestry. Second is the three fish symbolizing the type of food Café Northstar serves. Lastly, the North star ties into the name and the navigation of early sailors and the Vikings navigating the Atlantic Ocean.

the north star First we come to the North star. We are Café Northstar and it just wouldn’t be right if we didn’t have our very own north star. The Vikings and other sailors travelling the Atlantic Ocean back in the day used the north star to navigate the sea.

three fish Scandinavian cuisine heavily consist of food from the cold sea, from scallops, herring, oysters, shrimps, and scallops. The three fish capture the essence of food from the sea.

the Viking ship Finally drawing inspiration from the ancestry and heritage of the Scandinavian region, the main shape of the mark is in the shape of the iconic Viking ship.

The Nordic people used the ships during battle and to navigate the cold and unforgiving sea.

10

brand identity

brand identity

11

symbol in color

Applying the color When using color, the mark can live in the square or independently of the square and take on the selected brand colors.

12

brand identity

1, 3, 5

Color applied to symbol itself

2, 4, 6

Reversed out using paper or Pantone 427

1

2

3

4

5

6

brand identity

13

unacceptable use of color

don’t overcook the mark It is unacceptable to use any other color than the one shown on the previous page. If you think the brand colors do not compliment the color scheme you are currently working with, please use the mark in black and white either with or without the square.

We know it can be hard to not use everyone’s favorite color yellow, but we hope you have the common sense to not do it.

14

brand identity

1

2

3

4

5

6

brand identity

15

scale of symbol

scale The mark is seen in it’s best light when the mark doesn’t exceed or go below a certain size. This will keep legibility clear and the mark beautiful.

1

5 in x 5 in

This is the maximum size the mark can go.

2

2.5 in x 2.5 in Medium size that the logo could be at

16

brand identity

3

1 in x 1 in

This the smallest the logo should ever be.

1

2

3

brand identity

17

clear space

Unnecessary ingredients In order for the mark to taste just as delicious as it did the first time it came off the stove, we have designated a certain amount of clear space where nothing else is to be put. This space should be placed centered with the mark, and scaled with the mark proportionally.

18

brand identity

1

Clear spacing for when mark is featured outside of the square

2

Clear spacing for when the mark is contained inside the square

1

2

C A F É N O R T H S TA R

brand identity

19

1 star ideas

savour the mark Similar to a one star restaurant, things can get pretty ugly and disgusting. Here are some things not to do with our mark so you’ll keep it looking freshly baked and our customers visual taste buds will appreciate it too.

1

Do not stretch the mark horizontally

2

Do not stretch the mark vertically

3

Do not put mark at a 45 degree angle (although it is kind of funny)

4

Do not turn the mark into outline

5

Do not make the star yellow

6

Do not put the mark in hard to see and unappealing color combos.

In essence just stick to the mark and how it is. Refer back to the beginning of the section if you need help.

20

brand identity

1

2

3

4

5

6

brand identity

21

Alignment and spacing

where the text should go Some simple rules for text accompanying the logo.

22

brand identity

1

Text that is set next to the logo should be centered mechanically to the

logo, and have a minimum spacing as shown to the right. When scaling,

observe proportions properly.

2

The same ratios apply when setting text underneath

18pts

Text aligned to right

C A F É N O R T H S TA R

REs

centered with logo

62pt text

Text aligned underneath & centered

C A F É N O R T H S TA R

reserve 18pts

centered with logo

62pt text

brand identity

23

Combo mark

It’s the same mark, but with type We are not trying to confuse you, but we would like to add this little gem to your options in place of the symbol mark. The mark is accompanied by the restaurants name centered under the mark. When you use this mark you do not have to state the restaurants name any other place, unless deemed necessary. Also, all of the guidlines we have stated so far also apply to this mark like clear space, color, alignments, and scale.

24

brand identity

C A F É N O R T H S TA R

brand identity

25

31 second course

Color

Color recipe

color The colors for the CafĂŠ Northstar brand are taken from the cold Nordic landscape. Gray skies, harsh winters, and the deep blue of the sea embody the environment that has shaped the Scandinavian cuisine througout the years.

28

color

hex color #243842

h 199 s 45 b 25

r 36 g 56 b 66

c 30

Pantone 327-2 U

m 0 y 0 k 90

color

29

hex color #949CA1

h 201 s 7 b 63

r 148 g 156 b 161

c 5

Pantone 430 U

m 0 y 0 k 45

30

color

hex color #E4E5E6

h 208 s 0 b 90

r 228 g 229 b 230

c 0

Pantone 427 U

m 0 y 0 k 11

color

31

41 Third Course

typography

Typographic ingredients the recipe For the brand The type faces Gotham rounded and Mercury will be used. Flip the page to see these typefaces in action!

Gotham Gotham was chosen as the main typeface for headers, subhead, marginalia, and other hierarchical functions. Gotham was chosen for its neutrality and its clean and friendly feeling with a sophistication about it. At larger sizes Gotham rounded should be set in the light weight when over 72 points.

Mercury Mercury was chosen to contrast Gotham and add greater legibility and readability for longer copy. Mercury should be used for body copy such as letterheads, email, or any form of long copy that requires extensive reading. The Mercury family provides a wide range of weights and postures, and also small caps which

G M Gotham

34

typography

Mercury

makes this type family ideal for long pieces of copy.

abcdefghijklm nopqrstuvwyz 1234567890 gotham

abcdefghijklm nopqrstuvwxyz 1234567890

abcdefghijklm nopqrstuvwxyz 1234567890 mercury

abcdefghijklm nopqrstuvwxyz 1234567890

typography

35

n o r t h s ta r S c a n d a n av i a / n o r d i c A t l a n t i c

o c e a n

Sw

Fika good Food good Wine

D n f

&

36

typography

h

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f

m

a

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d m

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k

w

a

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table

Specials c

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Mercury - use for body copy 6/10 pt Am et dolorum ratiisquis et et assit, sendipi endant, officide dolor autatis nihit ute volut omnisti que magnim fugit ut velecum vendi torrovide pe por re et quate doluptat harchit atustis rerfere debitiamus dendant qui berspici santem quiatur susam estota consequam aut harum quam ut magnis doluptature lia sus et et ut aut endustia de nisque suntis aris deleniamus mo tem es volest ulla doluptas debit venihil libust, ipsa dipsandae et, quo qui int maio. nequi conet que niscipiciet ma que nectotatet quasinu llupidu ndionse nessincias sitincte num qui dipis experae landi autempo ribearum, sit lam imolorest, sitaquiasit volest desequi vit occus et dolor animolo rporio berchit aspictame explis aliquam sendit laceaqu iatempo rernamentiis qui cus eaquatumquos cuptaturia dipsumq uatus, sequia que voluptasped magniss itatum earionsedic tendeni ut enit aceperi occulpa rciminit aliqui omnihiliande pero blaniandam fuga. Cusantotas magnita ssincim aut porio. Sa volorpos same reperia nullabor siminum, nobis ut imusaep erchillatem faceatia volorroresti conet, ut doluptatur? Hitas exerum facerunt. At exeruptate sitior aut eventiunt ea que sitiaep eratin cum doluptatur sin pelecat emporeh enimillabo. Fugiame ndipsamus, audaectatas eatiam quisquo eatur ra sinimeniant aute landige niatet etur, ipit, cus volestrum aditis aspidelitam est, sinimet velibus ut molorestis elit as eium facia nistem latur sectias nonsequi alibus excepra aliqui omnihiliande pero blaniandam fuga.

8/12 pt

Officil loraectio. Ihitas estem eum nobis modis estorerciis de rate sum lautem fugiatae officiundis mostibus. Peditiis andi reic tecust esequi tet archic testiam as ape sunt, te odigent endam, consequas aliqui quae illestis re por ad ma pariori as aut dis quia volor autem quis dolut occum nust eseque nosandist posam renem aut eum expedi offictatusam quuntur reria sae voluptaque poribusa nonetur? Quidessitem ut eicime que ne quidelit doluptatecae ped earias mos abo. Apel essunti osamusaese pliqui remquuntius, sum et odiores cupta nonestr uptatecat quo bla dolupis cilibustiore omnimus mo temolut litatem aut hicipsum, ut aliquodissum que oditaquunto occus consequo essi de conet laudam, ut que offici tet quaerum doluptium quas sit dolo omnia quias mo optatem imolore voluptat.

Tips Body copy for books, brochures, and other printed material that can be handled closely use 6/10pt. For larger printed material Like posters, larger signage, or anything larger use 8/12pt

typography

37

51 fourth course

graphic devices

The square

It has four sides...

And you should use the square if you need to add some graphic elements to a page, a spread, a poster, a flyer, or any other of your shape needs. The square can be used to place photos in, solid blocks of color, or to hold numbers and text. But please use it wisely and tastefully, and only use the brand colors when filling the square. Also use the square in a modular grid. It will keep things nice and clean.

40

graphic devices

graphic devices

41

can be used as a header

Grid & The squares

A graphic device

A wayfinding device

the square

Set text is aligned to grid

A modular grid is to be used when laying out a page, poster, brochure, or any other media that needs a grid. When using the square as a graphic device, please stick to the grid to ensure a cohesive brand look and layout. The square can be used as a decorative elements, used as a folio, contain photography and solid color, or can be used as a way finding device. These are just a few ways to use the versatile shape. It can be expanded to different media as well, such as: websites, UI devices, phones, and tablets if needed. When setting type, it should also follow the grid, but can be used more loosely than the square.

Reference the page to the right, or this book to see how to use the grid and the square

and a folio

42

graphic devices

the grid A modular grid, like the one you see here, is to be used when laying out a page, poster, brochure, or any other media that needs a grid. The grid is in place to provide structure and an overall cohesive look to any piece of layout design. The gutter are in place to allow for some breathing room between the elements on the page. The grid is a lovely thing that will help you, the designer, use this brand image and marks effectively.

Reference the page to the right, or this book to see how to use the grid and the square.

graphic devices

43

61 fifth course

collateral

Collateral

Letterhead, envelope, and cards The letterhead, envelope, and business cards were created to put our brand out in the real world. It allows people to come into contact with our brand and experience a little bit of what we are about.

46

collateral

executive chef marcus samuelson

web & email

aDDress

612.289.1668

800.556.7827

cafenorthstar . com

618 seconD avenue south ,

w 612.338.2288

800.556.7826

northstar @ gmail . com

minneapolis , mn , 55402

phone c

reservations

collateral

47

Letterhead Dimensions

Spacing and alignments The right image, shows the dimensions that one should follow when setting up the letter head (which is included as a template in back of book). It shows proper formatting, how wide the column should be, and where the column should stop so the contact information is not invaded by the body text.

48

collateral

Size: Us Letter

8.5x11

executive chef marcus samuelson

1.819 in 4.62 mm

10p11 131pt

March 23, 2013 Richard Grausman 250 West 57th Street, Suite 2015 New York, NY 10107

Dear Mr. Grausman:

4p6 54pt

6p0 72pt

.75in 19mm

1in 2.54mm

Verumquia volorum senda ducitia ndebis consectia nation repedicimus doluptatem vel inveliquas aut asperiant, ut ut eum harunt platusa piendendi blaut minvendam ese net, tem eatis ulluptat laccabo reperias est lis rate rem restem ullum ad ut atemquas mo venima inum sit aut et hit faccum quia volupta spedis solumqui ullut exeritatem voluptis res sunto dipsae pore dolupta et as aceatempos re magnatu sciumquiamus si ditis aliquatus.

Et la consecus pe nonseri beatios aut eos doluptatur? Orae ped ea nist pore sa volore num quodiassi bea nobit erum quam reseque nonse dolorem vercips usdaerum fugia vendani mporeriam, optatibusape poritatio. Dolo occaerum a et esendio qui consequidem vitiam volene sinciat iundebitius voloritatur rem harcidu cimusanis cum sit latiae poruptia ventectate maxim atios ma vellupt ionsernam quodi quasper cimpos el estiate aciaspita erroritia senis esciatis doluptatur?

Nim nem et exceste ntiunt laborio voluptasita non conet qui sequo int ate cum audae eos ma id ut iliquis in natum ant eic tem aut fugit ullentotat fugia cuptius eum re, sum quam aute magnimus, officient aut prepre nitem que magniendam qui voluptaerum fugia qui inte volor aut prerum earitat enecerchil is doluptasim fugit harum quodis eaquid qui oditatis perem quam vitate volorerae numquas perest, acepe sedist, ium enihict otatur ate exped qui cuptiusam, ommolorum aut fuga.

Sincerely yours,

Chef Marcus Samuelson

3.853in 97.6mm

23p1 277pt

column width

.5in 12.7mm

clear space

3p0 36pt reservations

web & email

aDDress

612.289.1668

800.556.7827

cafenorthstar . com

618 seconD avenue south ,

w 612.338.2288

800.556.7826

northstar @ gmail . com

minneapolis , mn , 55402

phone c

collateral

49

71 Dessert

brand extensions

Brand Extensions

Expanding the brand Like the Vikings taking on the cold Norwegian sea, we have developed a few items that will give our customers a little something extra while dining in our restaurant and while outside it. These brand extensions are vital to our identity inside and outside of the restaurant.

52

brand extensions

1

Dinner Menu

2

Chef’s uniform

3

Wine Label

4

Table tent for reservations

1

2

dinner menu

FirST

SeCOnd

KLÄdeSHOLmen mATJeS HerrinG

mOreL BArLeY

strained buttermilk, paddlefish caviar, brown butter

poached heirloom egg, porcini, stinging nettles OniOn FAmiLY

CHArred GrAVLAX

white grapefruit, shaved foie gras, hovmästar sauce

pan roasted foie gras, pork belly, onion brûlée ($5 supplement) rABBiT COnFiT

iCeLAndiC LAnGOuSTine “CrudO”

garlic, cured egg yolk, lingonberries

maine sea urchin, celery, lovage, fennel ice ($5 supplement)

WHiTe ASPArAGuS & BeeTS

smoked trout roe, danish rye, nobis, spruce VeAL And “mArrOW”

tartare, danish rye, hearts of palm, crème fraîche 20

25

TASTinG menu

THird

FOurTH

LAnGOuSTine And LOVAGe

nOrWeGiAn SKrei

OrAnGe CrÈme BrÛLÉe

north atlantic cod, cauliflower, hazelnuts

rum moscavado ice cream, caramel truffles, pistachio brittle

GrAVLAX And BeeT SKrei And HAZeLnuTS

mOnKFiSH

radish, english peas, potato puree, smoked jus

CHOCOLATe And TeXTure

green tea, white chocolate sorbet, lemon

FOie And OniOn

WAGYu BeeF

SQuAB And CArrOT

short rib & air dried tenderloin, swiss chard, sunchoke

APPLe And CArdAmOm

GOAT CHeeSe And HuCKLeBerrY

SQuAB

CArrOT And OAT

maroon carrot, marcona almonds, fiddlehead fern ($10 supplement)

mascarpone mousse, walnut, oatmeal granola

35

15

ArCTiC Bird’S neST

3

caramel, salted caramel sorbet, chocolate

125PP 200PP* *With beverage pairing.

Available for the table, served until 10pm.

FOur COurSeS 85PP

4

brand extensions

53

“Hard work IS its own reward. Integrity IS pricless.

Art DOES feed the soul”

-Marcus Samuelsson

adjĂ–