Brand Guideline for Chinese Restaurant Wang 2

Wang’s 2 Graphic Standards Guidelines

Leong Ting Kwok Joshua Corporate Identity GRDS 372-01 Instructor: Steff Geissbuhler

Wang’s 2 Brand Guidelines

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MISSION STATEMENT Wang’s 2 is in business to provide the local authentic and tradition Chinese food in Savannah, Georgia. We serve and use fresh ingredients to prepare and present highest quality meals for our customer. With a variety of cook styles and entrée for our customer to choose from, suitable for different customers and fulfill their appetite. Wang’s is the best place for you to enjoy authentic Chinese food you never experienced before.

DESIGN STATEMENT Wang’s 2 Chinese restaurant has been around in Savannah for a long time. The overall identity has been using the same image for a long time and is not unified as one brand. To overcome these problems, a new visual brand identity for the restaurant has been created to show the authentic of Wang’s 2. The new logo and different visual applications adapt the Chinese tradition and feeling, making the overall identity more consistent and unified .

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Leong Ting Kwok Joshua

Wang’s 2 Brand Guidelines

RESEARCH AND COMPETING BUSINESS In Savannah, their are many other Chinese restaurant open.

However, most of the Chinese restaurant are only available for takeout instead of dine-in. And importantly they only offer American style Chinese food.

Other competing businesses can identify as Asian fusion restaurant, that sells both Chinese and other Asian food like Japanese food.

RESEARCH TARGETS Restaurant customer can be break down into 5 groups – Local Regulars, Nearby Employees, Students, Tourists, and Asian American.

Local Regulars

Nearby Employees

Students

Tourists

Asian American

This type of customer been around the restaurant for a long time. They enjoy coming back everytime for the food and the area.

Since the restaurant is located next to different facility, it a hangout spot for employees to come over during their lunchbreak.

SCAD students often visit for decent Chinese food, especially Chinese students since the restaurant offer tradition Chinese food.

When tourists visit Savannah, they often search online for the top rated Chinese food, and Wang’s II is one of them.

Many Asian American stay and work in Savannah, and often visit the restaurant for the tradition Chinese food they offer.

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EXSITING VISUAL IDENTITY

Current identity logo and signage

Current menu identity

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Wang’s 2 Brand Guidelines

PRIMARY LOGOMARK Wang’s 2 primary logo is a combination mark. This is the main logomark that will be used across the brand identity.

Using the Chinese and English brand name to identify the brand serves both Chinese and American customer.

The wordmark lettering inspired by Chinese calligraphy, to emphasize the traditional sense of the restaurant.

The concept of the crane mark represent the owner of the restaurant, migrated to America and started the restaurant long time ago.

MINIMUM SIZE The minimum size of the logo cannot be smaller than 1" wide.

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1″

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SECONDARY LOGOMARK Wang’s 2 secondary logomark are more simplify and can be also apply onto others brand visual identity.

The first variation is a signature mark using only the English brand name and placing the crane mark next to it.

The second variation is the crane mark by itself, represent as the brand icon.

MINIMUM SIZE The minimum size of the combination logomark cannot be

1″

smaller than 1" wide.

The minimum size of the logomark cannot be smaller than 0.5" wide.

0.5″

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Wang’s 2 Brand Guidelines

LOGO LOCKUP The preferred lockup of the logo always have both wordmark and the crane mark together. The preferred lockup may not fit in every application, thus can use the secondary logomark or the crane icon if needed.

Preferred Version

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Secondary Version

Secondary Version

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RESPECTED AREA To ensure legibility, always keep a minimum respected area around the logo. This area isolates the mark from any competing graphic elements that might conflict with the mark.

The respected area is defined as the height of the W for the logomark or the crane's crowd for the icon. This area should be maintained as the logo is proportionally resized.

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Wang’s 2 Brand Guidelines

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COLOR USAGE The color usage for the brand is quite simple. The logo will mostly be used in black or white against black or white backgrounds. The preferred color usage of the logo is black and the color red on the crane's crowd.

Preferred Color Usage

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C. 0 M. 0 Y. 0 K. 100 # 231f20

C. 0 M. 100 Y. 100 K. 0 # ed1c24

Preferred One – Color

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Preferred Color Usage on Black

Preferred One – Color on Black

Wang’s 2 Brand Guidelines

TYPOGRAPHY To balance out the calligraphy wordmark from the brand logomark, choosing the san serif typeface – Montserrat as a secondary typeface. Montserrat is the primary typeface and should be used wherever possible.

Montserrat AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvXxYyZz 0123456789

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Montserrat Medium Montserrat SemiBold Montserrat Bold Montserrat Light Montserrat Italic Montserrat Medium Italic Montserrat SemiBold Italic Montserrat Bold Italic Montserrat Light Italic

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UNACCEPTABLE USAGE Here are few examples of some ways you should never consider

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using the logo.

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Don't rearrange wordmark position

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Don't rearrange crane mark position

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Don't resize the crane mark

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Don't add dropshadow

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Don't rotate the logo

6 Don't apply any color on wordmark 7 Don't use different typesetting 8

Don't stretch the logo

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Wang’s 2 Brand Guidelines

STATIONARY

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SIGNAGE APPLICATIONS

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Wang’s 2 Brand Guidelines

RESTAURANT APPLICATIONS

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Wang’s 2 Brand Guidelines

RESTAURANT PACKAGING

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WEB APPLICATIONS

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wang2.com