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voodoo van

2014 brand book


All concepts & branding by Thomas Hatfield under the supervision of Alex Egner for the Graphic Design I course at the University of North Texas, Spring 2014.


pg.

VOODOO VAN BRAND BOOK

CONTENTS pg.

03 13 17

section

OUR BRAND OUR COLORS BRAND EXTENTIONS

02


section

01

our brand


pg.

VOODOO VAN BRAND BOOK

Logo a-go-go BLAM! Here it is, the new face of The Cosmic American Voodoo Van! The 'Voodoo Sando' mark features a famous Sando sandwich incorporated with voodoo dolll stitching and pins. The rugged texture and color overprint serves as an homage to classic diner branding and gig poster art that San Franscisco made famous in the late 1960s.

04


section

01

exclusion zones

It's important to make sure the Voodoo Van logo stands out as its own entity and doesn't get lost in surrounding text, or other images. These two simple rules will help make this bad boy stand out among the rest!

Left to Right: You should allow enough space to allow an imaginary "V" to sit alongside the logo.

Top to Bottom: You should allow enough space to allow an imaginary "O" to sit alongside the logo.


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VOODOO VAN BRAND BOOK

06

Logo "don'ts"

Try to think of this logo like an old muscle car. Sooo pretty and clean, and turns all the heads. And since it looks just right, you don't wanna customize it to death. These are a few examples of what NOT to do with the new Voodoo Van brand.

DON'T: use any colors that aren't in the Voodoo Van brand palette.

DON'T: put any effects on the inside of the logo. That's so 2000-Late!

DON'T: put a shadow effect underneath the logo. That's like wearing socks with sandals. Yuck.

DON'T: flip any icon horizontally.

DON'T: place the text above any of the icons.

DON'T: place the logo over any busy, or visually complicated background. OUCH!


section

01

logos

what a spooky system! What's better than one logo? Try SIX logos! That's right, a system of six, iconic icons that are interchangable with the new logotype. Other food trucks don't have that many. Try to find one, we dare ya. Yeah I thought so... Any of these six marks can be used with the logotype or on their own. You don't have to pick a favorite, but if you must, we won't judge you.


pg.

VOODOO VAN BRAND BOOK

"Voodoo Sando"

"Sir Voodoo"

"Cosmic Coffin"

'Sir Voodoo' (full body)

"Pokey and Spats"

"Sinister Soda"

08


section

01

typography

So my type You'd be surprised how big of a difference typography makes in maintaining a brand's consistency and overall level of awesome. Choosing the right type pretty much makes a difference in everything you read. You wouldn't type up a love letter in Comic Sans, would you? Okay, maybe there was that one time in 9th grade, but we won't tell anybody. The following four fonts have teamed up to make the new Voodoo Van brand the pinnacle of radness! The only other foursome that was this great lived in a sewer and ate pizza.


section

01

BROTHERS BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Brothers is a typeface designed by Emigre to be modeled after the woodcut lettering of the mid-nineteenth century. The Voodoo Van logotype uses the jagged, weightyness of Brothers to evoke the poster art that would have been seen in 1800s New Orleans, the home of American Voodoo.

turnpike

abcdefghijklmnopqrstuvwxyz 1234567890

Turnpike is one of the flagship display fonts by Font Diner. This wide monoweight was designed to mimic restaraunt and road signage that was prevalent in the 1950s and 60s, the height of diner culture. This font helps to add a nostalgic effect to the Voodoo Van brand.


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VOODOO VAN BRAND BOOK

Knockout #30 Lightweight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 The Knockout type family was designed by Hoefler & Frere Jones and inspired from the old boxing promo posters from the first half of the 20th century. The #30 Lightweight font will be used for all letterhead body copy.

Dited ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Dited was designed by Jovanny Lemonad to be modeled after retail print reciepts. This unique font evokes classic diner guest checks and gives a distinctive look to the Voodoo Van stationery.

12


section

02

our colors


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VOODOO VAN BRAND BOOK

14

BEHOLD!! These four swatches that stand before you are the colors that the Cosmic American Voodoo Van will fly into battle. Food truck battle that is!

Voodoo Bleu

Teal Terror

P 175-16 U

Papa Doc's Parchment

P 136-3 U

Crimson Curse

P 8-1 U

P 40-15 U

CMYK

C: 80.85 M: 63.05 Y: 53.44 K: 44.53

C: 40.68 M: 0.43 Y: 28.53 K: --

C: 7.98 M: 6.7 Y: 23.44 K: --

C: 5.0 M: 80.0 Y: 85.0 K: --

HEX

#2d3e47

#96d2c1

#e9e3c6

#e55939

RGB

R: 44 G: 62 B: 71

R: 181 G: 206 B: 201

R: 234 G: 227 B: 199

R: 230 G: 90 B: 58


section

02

COLOR USAGE

Reds, blues & spooky hues One of the most important elements of the Voodoo Van brand is its colors. Each color might not seem too special on its own, but together as a palette, they bring the new logo together like The Dude's rug. When you abide by our color guidelines, this brand will shine like a flaming, golden hawk. You dig?


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VOODOO VAN BRAND BOOK

There are subtle differences in the treatment of the logotype, but they are intentionally altered to enhance visibility as much as possible for each of the colors in the new palette.

16


section

03

brand

extensions


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VOODOO VAN BRAND BOOK

Keep your brewskis cold and your six packs covered with some fresh Voodoo Van merch! Shirts are $20 and Koozies are $5.

18


section

03

packaging

Wrapping it all up Our goal with the new brand is to create a food truck experience you'll never forget. From placing the order at the window to the last bite, the Voodoo Van brand will be hippest young lads on the block!

To-Go boxes will be made from 100% post-consumer waste, recycled paper; something San Franciscans can appreciate.


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VOODOO VAN BRAND BOOK

Vinyl stickers not only keep the sandos wrapped and fresh, but are re-peelable so you can put em everywhere else to mark your turf!

"Sinister Soda" Cups are made of durable, dishwasher safe plastic. An instant souvenir!

20


section

03

“Evil” Phil Stefani


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VOODOO VAN BRAND BOOK

All aboard The Voodoo Van! When people see this baby rolling down Haight-Ashbury or around Levi's Stadium, they'll know who runs the show in the food truck biz. VOODOO VAN that's who! This Ford E-450 Van has a paint job sweeter than your uncle's Trans Am, and it most likely smells better too.

22


section

03

Shown at actual size. stationery

Professional showoffs general manager

Any good business big or small starts with a sweet set of stationery. This new set captures the visual elements of urban food truck culture with classic restaraunt ephemera. The business cards will feature the employee name set in Brothers Bold 21 pt. and the job title will be set in Turnpike 6 pt. Envelopes should be addressed using Dited, 10 pt., and should be placed .5" from the left edge and .5� from the top edge of the envelope. Set the address information flushed left/ragged right. When writing a business letter on this stationery, you will start the date 1.25" from the left edge and 2.25" from the top edge. Type will be set in Dited, 10 pt., 12 pt. leading, flush left, ragged right. The column width will be 7.25" wide. Skip two line spaces between the date and address block. There should be no use of a line space between paragraphs, therefore no paragraph indent is warranted. Skip only a single line between the address block and the salutation, and between the salutation and the body of the letter. The first line of the first paragraph will not need to be indented. Skip a single line between the body of the letter and the closing and two lines between the closing and your typeset name, leaving room for your signature. The letter should set no closer than 2" from the bottom of the page. If the letter runs longer, then you should use a second page.

street

city

2250 JERROLD AVE. #11

SAN FRANCISCO, CA

zip

94124

PH.

WEB

EM.

415.341.7203

WWW.VOODOOVAN.COM

EAT@VOODOOVAN.COM


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VOODOO VAN BRAND BOOK

zip city et

stre

. #11

ROLD AVE

2250 JER

NCISCO,

SAN FRA

CA

94124

PH.

WEB

2250 JERROLD AVE. #11 SAN FRANCISCO CA, 94124

415.341.7203

EAT@VOODOOVAN.COM WWW.VOODOOVAN.COM

DATE

GUEST

ADDR.

18 MARCH, 2014

PHILIP STEFANI, GM

6503 TASTY AVE. YUMVILLE, CA. 90210

MEMO

The envelopes and letterhead will use a lightweight butcher paper stock. The business cards are a slightly heavier version of it. Envelope and letterhead are shown at 40% scale.

ADDR.

CORReSPONDENCE

reply

URGENT

24


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VOODOO VAN BRAND BOOK

Shout outs The following have helped make this brand book happen in some way, shape, or form. Alex Egner Nick Forkel Samantha Green Justin Havins Doug Houvener Tyler Hunter Scot Lange Alex Rydlinski and Phil Stefani of Voodoo Van.

25


See you street! on the



Voodoo Van Brand Book 2014