TacoBoutit Style Guide

By Jhaline Luna

Contents Origin

Tacoboutit is a Mexican-American Fusion food chain restaurant. Its first restaurant is based in San Antonio, Texas while the second food chain restaurant is based in San Diego, California. The restaurant was established in 2003 by a Mom, Maria De La Cruz, and Pop, Pedro De La Cruz. Both restaurants are run by two different members of the family. Mom and Pop are based in San Antonio, Texas while their children are owners of the San Diego, California location. Maria De La Cruz grew up in Oaxaca, Mexico and Pedro De La Cruz grew up in Michoacán, Mexico. They both immigrated to the US in 1984. The De La Cruz family expanded a few months after migrating. Two of their children were born in 1984 after they immigrated to the states.

Once both children became of age, Maria and Pedro expanded the TacoBoutit chain, opening TacoBoutIt II in Southern California. TacoBoutit II is a twist on the traditional Mexican style cuisine, with inspiration of Korean, Japanese and Salvadorian style food. What’s really nice is this restaurant is all about community and being locally sourced. With fresh produce, locally sourced meat and ingredients. TacoBoutIt II has been a hit thus far in Southern California as one of the top restaurants for delicious tacos.

Logo Guidelines ...................... 3 Color use ..................................... 3 Single ink use ............................. 4 Incorrect use .............................. 5 Supporting Elements .............6 Typography................................ 6 Branding ................................... 7 Stationery ................................... 7 Packaging.................................... 8 Outdoor promotion .................. 9 Transportation ........................ 10 Clothing ...................................... 11 Souvenir items......................... 12

Logo Guidelines — Color Use

The colors used for the TacoBoutit logo are representative of Mexico’s flag, red and green. Since TacoBoutit was created by a couple who immigrated to the United States, the logo is shows the couple’s pride toward their

home culture. When an individual sets their eyes on TacoBoutit’s logo, they can tell which cuisine it is, just by the red and green colors associated with it.

*When placing on backgrounds other than white, the TacoBoutit logo should still be

legible and readable.

Print Use

Online Use

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PMS 7621 C CMYK (21, 99, 94, 12) PMS 349 C CMYK (91, 33 , 100, 26) RGB (151, 37, 44) HEX #99262d RGB (57, 103, 60) HEX #39673c

Logo Guidelines — Single Ink

The minimum size this logo can be presented at is 0.5 x 0.5 in.

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x ½ x

Logo Guidelines — Incorrect Use

The following factors are strictly prohibited from being done to alter the TacoBoutit logo, as it tarnishes the reputation of the company.

Do not stretch or distort.

Do not rotate.

Do not change the opacity.

Do not change the color.

Do not separate the letters.

Do not outline.

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Supporting Elements — Typography

The body typeface used for this style guide reflects the typefaces that are written on the TacoBoutit drink and food product packaging. The body font is Athelas, a serif font that is easy to read. It represents

the company’s professionalism. The typeface for headings used in this style guide is Avenir Next. The headings represent TacoBoutit’s modernity.

Avenir Next

ABCDEGFHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Athelas

ABCDEGFHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Sample Heading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis auctor sapien eu aliquet porttitor. Praesent non odio at neque varius eleifend. Quisque ut sapien ipsum. Morbi eu laoreet tortor. Proin et consectetur odio. Maecenas ligula arcu, iaculis nec diam vitae, porttitor auctor ante. Pellentesque nec ligula nulla. Curabitur nec magna a lorem laoreet pharetra.

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