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BRAND STANDARDS GUIDE


COMPANY MANIFESTO Here’s to hands. Hands that cut and grate and chop and bake. That sweep the floor and pull the tap. And slide that hot, fresh pizza out of the oven in all its bubbling glory. Here’s to helping hands. The ones that proudly hang Little League team pictures on the wall. That reach out to help those in need. And always seem to be waving hello. Here’s to the hands that have built the Pizza Factory, where family and friends gather to share a slice and a smile. Where you can take a seat and order “the usual.” And everything is made the way you’d make it—with pride in doing even the smallest things well. Especially those. But most of all, here’s to the hands that toss the dough! Because every time we see that pie in the sky, we know we’re somewhere real. A place that’s authentic and lasting. That’s part of the neighborhood…and part of our lives. And nothing feels more awesome than that.


INTRODUCTION

What exactly does “branding” mean? Our brand is our promise to our customers, and it tells them what they can expect from our products and it differentiates us from our competitors. Having consistent guidelines for our brand visually communicates who we are, who we want to be, and why we are the best! Without it, we are just another pizza place in any town, USA. “We Toss’em, They’re Awesome ®,” the Anti-Bully Program, colors, our logo, fonts, boxes, mailers, certificates — everything we do needs to be consistent with the brand so that there is no doubt in the consumer’s mind who we are — WE ARE PIZZA FACTORY! Our product deserves to stand out above the rest, and our brand guidelines will do just that when used properly. I am excited to see all of us using these new brand guidelines because they will remind people when they see anything Pizza Factory that we are quality, we are community, we are committed. That is something we can all be proud of!

IF YOU HAVE QUESTIONS, PLEASE CONTACT:

MARY JANE RIVA President & CEO

49430 Road 426, P.O. Box 989 Oakhurst, CA 93644  Toll-Free: 800-654-4840 mjriva@pizzafactoryinc.com

Last modified: March 12, 2014 10:03 AM


THE IMPORTANCE OF FOLLOWING BRAND STANDARDS

Pizza Factory recognizes the importance of brand image consistency. By implementing cohesive standards we build and protect our professional image and enhance the value of our Pizza Factory franchise. Successful branding occurs when we present ourselves consistently in all materials, and by creating an emotional connection with our desired audiences. A proliferation of independent, decentralized identities and symbols creates confusion in the minds of our audience. While logos and symbols are not the sole elements of the Pizza Factory “brand,” they are our visual representation and extension. When that visual representation is disconnected or inconsistent, it follows that the perception of Pizza Factory can also become disconnected or inconsistent. Consistent visual identity paves the way to an enhanced image, instant recognition, and higher recall among prospective customers. It also etches us into the “choice set” of pizza restaurants in consumer’s minds. Getting inside that choice set is not just important — our long-term success depends on it! By following these Brand Standards, we build not only consistency, but protect our most valuable asset — the Pizza Factory name.


TABLE OF CONTENTS

PIZZA FACTORY LOGOS PRIMARY LOGO ............................................................................................................................................................ 02 Clear space .............................................................................................................................................................. 03 Minimum size ............................................................................................................................................................ 03 Logo colors ............................................................................................................................................................... 04 Color variation ........................................................................................................................................................... 05 Incorrect logo uses .................................................................................................................................................... 06 TAGLINE ......................................................................................................................................................................... 07 LOGO + TAGLINE .......................................................................................................................................................... 08 Using logo + tagline .................................................................................................................................................. 08 Using logo + location or department ......................................................................................................................... 08 Using logo + two lines ............................................................................................................................................... 08 HORIZONTAL LOGO ...................................................................................................................................................... 09 Horizontal logo uses .................................................................................................................................................. 09 Small-size alternative logo ......................................................................................................................................... 09

COLOR PALETTE PRIMARY COLOR PALETTE .......................................................................................................................................... 11 SECONDARY COLOR PALETTE .................................................................................................................................... 12 BACKGROUNDS & TEXTURES ...................................................................................................................................... 13


TABLE OF CONTENTS

DECORATIVE GRAPHICS ICONS & ILLUSTRATIONS ............................................................................................................................................. 15 Topping icons ............................................................................................................................................................. 15 Social media icons ...................................................................................................................................................... 15 Chef illustration ........................................................................................................................................................... 16

FONT FAMILIES PRIMARY FONTS ...................................................................................................................................................... 18-19 SECONDARY FONTS ..................................................................................................................................................... 20

STATIONERY Corporate business card ............................................................................................................................................ 22 Store business card .................................................................................................................................................... 23 Letterhead .................................................................................................................................................................. 24 Envelope .................................................................................................................................................................... 25

IMAGES RESTAURANT IMAGES .................................................................................................................................................. 27 FOOD IMAGES ............................................................................................................................................................... 28

DON’T BE A BULLY AWARENESS PROGRAM NO BULLY ZONE LOGO ................................................................................................................................................. 30 Clear space ............................................................................................................................................................... 30 Minimum size ............................................................................................................................................................. 30 No Bully Zone logo colors .......................................................................................................................................... 31


PIZZA FACTORY LOGOS


PIZZA FACTORY LOGOS

PRIMARY LOGO This is our primary logo. It is our “go-to� logo when producing creative materials for the Pizza Factory brand. We recommend its usage wherever size and space permit. Maintain its integrity by keeping all elements of the logo intact.

02


PIZZA FACTORY LOGOS / PRIMARY LOGO

CLEAR SPACE • Always maintain clear space around the Pizza Factory circle logo to protect it from distracting graphics or typography around it.

MINIMUM SIZE • Measure clear space by the width and height of the “o” in the Pizza Factory name.

The Pizza Factory logo reproduces well at a minimum of 5/8" high. Reducing it to smaller than that will compromise the logo’s integrity and effectiveness.

• Always reduce or expand the logo proportionally.

1X

5/8" in

1X

03


PIZZA FACTORY LOGOS / PRIMARY LOGO

LOGO COLORS Color is an integral part of our brand identity. Our primary colors are found in the Pizza Factory circle logo. Following is a breakdown of each color required for reproduction. Pantone Colors (PMS) Use PMS colors whenever possible to produce the most accurate, high-quality colors on print materials.

Process or CMYK Colors Use CMYK colors to print materials that require 4-color process and/or when PMS colors are not an option. Web RGB Colors Use RGB colors for electronic systems, such as televisions, web or any other digital file.

RED PMS

CMYK RGB

GREEN SKIN

PANTONE 7621 C

15%

PANTONE 7621 U

15%

SKIN

SKIN

C=0 M=98 Y=91 K=30 C

15%

C=0 M=90 Y=91 K=13 U

15%

R=171 G=35 B=40

15%

SKIN

SKIN

ALTERNATIVE PERCENTAGE BREAKDOWN COLOR

YELLOW

PANTONE 7741 C

PANTONE 7401 C

PANTONE 362 U

PANTONE 7401 U

Coated & Uncoated C=65 M=65 Y=65 K=90 C=76 M=4 Y=100 K=21 C

C=0 M=4 Y=27 K=0 C

C=60 M=1 Y=93 K=10 U

C=0 M=6 Y=32 K=0 U

R=68 G=136 B=62

R=245 G=225 B=164

C=0 M=13 Y=14 K=2*

*NOTE: Use this color breakdown only when the red Pantone at 15% cannot be matched during the printing process.

Web R=13 G=4 B=2

04


PIZZA FACTORY LOGOS / PRIMARY LOGO

COLOR VARIATION In circumstances where using our 4-color logo is not an option, we have created acceptable logos in 3 colors, 2 colors, and black & white. The logo to choose will be determined by a particular application or background, or by the printing or manufacturing technique requirements.

3-Color Logo

2-Color Logo

Black & White logo

05


PIZZA FACTORY LOGOS / PRIMARY LOGO

INCORRECT LOGO USES

Do not use an older version of the logo.

Do not use the Chef illustration as a logo.

Do not change or reverse the colors of the logo.

Do not create a negative version of the logo.

Do not rotate the logo.

Do not distort the logo shape.

Do not add a gradient to the logo.

Do not add a drop shadow to the logo.

Do not add a glow to the logo.

Do not add or subtract elements to or from the logo.

Our logo is the face of our brand, therefore it should be used properly at all times. When placing the logo on a colored background, a texture, or a pattern, make sure that there is sufficient contrast for the logo to be clearly legible. The logo should never appear on a background that interferes with its visibility.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed at lorem eu est l Do not add a stroke around the logo.

Do not use the green Chef illustration as a logo.

Do not place the logo directly over a graphic or image.

Do not place the logo on a background that is distracting.

Do not place the logo on a busy background.

06


PIZZA FACTORY LOGOS

TAGLINE Our tagline is essential to our marketing message. By incorporating it into our creative materials, we help reinforce our brand and show our personality.

• Our preferred tagline version is on 2

lines, centered, and in black. In special

creative circumstances, red and white color versions are also acceptable.

• The 1-line tagline version in white

should be used only for printed promotional material. In special creative circumstances, red and black color versions are also acceptable.

®

07


PIZZA FACTORY LOGOS

LOGO + TAGLINE USING LOGO + TAGLINE An alternative use of the logo combines it with the tagline to create a lockup. When using this lockup, clear space and usage requirements also apply. • Always maintain clear space around the lockup to protect it from distracting elements.

=X

• The space between the logo and tagline has been set. Do not adjust it. • The logo and tagline proportions have been set. Do not separate them.

3/4 X

1X

1X

1X

8 3/4 X

USING LOGO + LOCATION OR DEPARTMENT

USING LOGO + TWO LINES

In a special circumstance when a city or city/state logo lockup is requested, follow the guidelines below.

• Use different font sizes to create hierarchies and points of interest.

• Always maintain clear space around the name of the city or department.

TEMECULA

1X

Geometric 231 BT Heavy (UPPERCASE)

TEMECULA 1X

1X

Geometric 231 BT Bold (UPPERCASE)

1X

1/2 X

CALIFORNIA

2/3 X

1X

08


PIZZA FACTORY LOGOS

HORIZONTAL LOGO HORIZONTAL LOGO USES The horizontal logo is authorized for outdoor signage only.

SMALL-SIZE ALTERNATIVE LOGO The text logos are authorized only when it is not possible to print the primary logo or in reduced spaces. Depending on the space and background color, a 1-line, or 2-line, left-justified logo version is acceptable in black, red, or white.

2-line version

1-line version

09


COLOR PALETTE


COLOR PALETTE

PRIMARY COLOR PALETTE These are the brand’s primary colors. Case by case, color ratio depends on the individual application. Use the ratio pie chart to make sure you’re balancing our colors correctly.

30% 30% 20%

PANTONE 7621 C PANTONE 7621 U C=0 M=98 Y=91 K=30 C C=0 M=90 Y=91 K=13 U R=171 G=35 B=40 HTML: AB2328

Coated & Uncoated C=65 M=65 Y=65 K=90 Web R=13 G=4 B=2 HTML: 0D0402

PANTONE 7401 C PANTONE 7401 U C=0 M=4 Y=27 K=0 C C=0 M=6 Y=32 K=0 U R=245 G=225 B=164 HTML: F5E1A4

White

PANTONE 7741 C PANTONE 362 U C=76 M=4 Y=100 K=21 C C=60 M=1 Y=93 K=10 U R=68 G=136 B=62 HTML: 44883E

30% 30% 20% 10%

10% 10%

10%

11


COLOR PALETTE

SECONDARY COLOR PALETTE We encourage the use of primary colors in any design. Incorporating the secondary palette will enhance our POP, seasonal, and promotional materials.

82 % 14 % 1.5 % 1.5 %

PANTONE 1235 C PANTONE 116 U C=0 M=31 Y=98 K=0 C C=0 M=19 Y=100 K=0 U R=225 G=184 B=28 HTML: FFB81C

PANTONE 432 C PANTONE 432 U C=65 M=43 Y=26 K=78 C C=69 M=55 Y=46 K=13 U R=51 G=63 B=72 HTML: 333F48

PANTONE 1595 C PANTONE 1595 U C=0 M=71 Y=100 K=3 C C=2 M=56 Y=94 K=6 U R=216 G=96 B=24 HTML: D86018

PANTONE 7490 C PANTONE 7490 U C=57 M=6 Y=92 K=19 C C=53 M=6 Y=82 K=11 U R=113 G=153 B=73 HTML: 719949

PANTONE 174 C PANTONE 174 U C=8 M=86 Y=100 K=36 C C=10 M=64 Y=90 K=21 U R=150 G=56 B=33 HTML: 963821

PANTONE 314 C PANTONE 314 U C=100 M=5 Y=14 K=17 C C=100 M=3 Y=18 K=14 U R=0 G=127 B=163 HTML: 007FA3

82 % 14 %

0.5 %

1.5 % 1.5 %

0.5 %

0.5 % 0.5 %

12


COLOR PALETTE

BACKGROUNDS & TEXTURES

Backgrounds and textures help create a layer of visual impact to an otherwise static or boring surface. Our brand incorporates elements and effects that make our creative materials fun and exciting.

Light brown cardboard: Recommended

Cardboard + toppings:

Pantone 1235 C: Recommended

Distressed effect:

Pantone 7621 C + toppings:

13


DECORATIVE GRAPHICS


DECORATIVE GRAPHICS

ICONS & ILLUSTRATIONS TOPPING ICONS

SOCIAL MEDIA ICONS

The topping icons provide colorful graphic elements to complement the Pizza Factory creative materials. They may be used loosely or in combinations. For stylistic

purposes, it is permissible to use these icons screened back or as tone-on-tone elements in the artwork.

Use these icons to promote Pizza Factory’s brand and communication through social media.

Tomato

Onion

Cheese

Onion 2

Facebook

Twitter

Rosemary

Basil

Pepperoni

Bell peppers

Yelp

Instagram

Olives

Peppers

Mushrooms

Garlic

15


DECORATIVE GRAPHICS / ICONS & ILLUSTRATIONS

CHEF ILLUSTRATION The Chef illustration is a colorful and distinctive graphic element from the Pizza Factory brand identity. It may be used on a variety of creative materials. Use one of the three illustration options shown below. Option 1: Right below the mustache to create visual tension on the flying dough and reinforce the action.

Option 2: Below the back of his hat for the same effect and to reveal more of the Chef’s body. Option 3: The white swoops that represent motion are in black color to create contrast when using a white background.

OPTION 1

OPTION 2 OPTION 1

OPTION 2

DO NOT USE OPTION 3

16


FONT FAMILIES


FONT FAMILIES

PRIMARY FONTS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Geometric Slabserif 703 BT Light Use uppercase for headlines and subheads. Use sentence case or title case for subheads and body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Geometric Slabserif 703 BT XtraBold Use uppercase for headlines and subheads. Use sentence case or title case for subheads and body copy.

ABCDEFGHIJKLMNOPQRSTUWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Geometric Slabserif 703 BT XtraBold Condensed Use uppercase for headlines and subheads. Use sentence case or title case for subheads and body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Geometric Slabserif 712 BT Medium A Use uppercase for headlines and subheads. Use sentence case or title case for subheads and body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Geometric Slabserif 712 BT XtraBold A Use uppercase for headlines and subheads. Use sentence case or title case for subheads and body copy.

18


FONT FAMILIES / PRIMARY FONTS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Geometric 231 BT Light Use uppercase for print materials and outdoor banners.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Geometric 231 BT C Use uppercase for billboards and outdoor banners.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Geometric 231 BT Bold Use uppercase for pricing, billboards, and outdoor banners.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Geometric 231 BT Heavy Use uppercase for billboards and outdoor banners.

19


FONT FAMILIES

SECONDARY FONTS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0 1 2 3 4 5 6 7 8 9

Helvetica Neue Family Use for body copy.

Helvetica Neue Light Use for body copy.

$5 OFF Any XL Pizza, Wings, and a 2-liter Soda*

Not valid with any other offer. One coupon per visit.*4 fount drinks dine-in or one 2-liter bottle carry-out and delivery. Coupon Code YWNG1.

Helvetica Neue Condensed Family Use for coupons, disclaimers, legal copy, or contact information.

Can’t Write Quickly in Winter Use for casual, friendly communication, or a call to action.

Freemind Use for casual, friendly communication, or a call to action.

20


STATIONERY


STATIONERY

CORPORATE BUSINESS CARD

FRONT FRONTCorporate Corporate FRONT

Mary Mary Jane Jane Riva Riva President President&&CEO CEO

Helvetica Neue Bold, 10 pt Helvetica Neue LT Std 65 Medium, 6 pt

mjriva@pizzafactoryinc.com mjriva@pizzafactoryinc.com

Helvetica Neue Condensed, 8 pt

PIZZA PIZZAFACTORY FACTORYINC. INC.

Helvetica Neue Bold Condensed, 7 pt

49430 49430Road Road426, 426,P.O. P.O. Box Box 989, 989, Oakhurst, Oakhurst,CA CA93644 93644 Toll-Free: Toll-Free:800-654-4840 800-654-4840 www.pizzafactory.com www.pizzafactory.com

1.2 in

PMS 7621 C

1.9 in

BACK BACK Corporate Corporate BACK

PMS 7621 C

WE WE TOSS’EM, TOSS’EM, THEY’RE THEY’RE AWESOME! AWESOME!®®

1-line tagline

2.9 in

22


STATIONERY

STORE BUSINESS CARD

FRONT Store FRONT Store

0.4 in

FRONT

0.55 in

Mary Jane MaryPresident Jane Riva Riva & CEO

President & CEO

mjriva@pizzafactoryinc.com mjriva@pizzafactoryinc.com PIZZA FACTORY INC. 49430 Road 426, P.O. Box 989, Oakhurst, CA 93644 PIZZA FACTORY INC.800-654-4840 49430 Road 426, P.O. Box 989, Oakhurst, CA 93644 Toll-Free: ‧ www.pizzafactory.com

Toll-Free: 800-654-4840 ‧ www.pizzafactory.com

Helvetica Neue Bold, 10.5 pt Helvetica Neue Light, 7.5 pt Helvetica 57 Condensed, 9 pt

Helvetica 57 Condensed, 8 pt Helvetica Neue LT Std 77 Bold, 8 pt

0.95 in

BACK Store

BACK Store BACK PMS 1235 C

Chef illustration, option 1

2 in

23


STATIONERY

LETTERHEAD

0.85 in

1in

2.5 in

May 16, 2013 Dan Stokes JStokes 1444 N. Main St. Walnut Creek, CA 94596

Re: Pizza Factory Brand Standards Dear Dan: Here’s to hands. Hands that cut and grate and chop and bake. That sweep the floor and pull the tap. And slide that hot, fresh pizza out of the oven in all its bubbling glory. Here’s to helping hands. The ones that proudly hang Little League team pictures on the wall. That reach out to help those in need. And always seem to be waving hello. Here’s to the hands that have built the Pizza Factory, where family and friends gather to share a slice and a smile. Where you can take a seat and order “the usual.” And everything is made the way you’d make it—with pride in doing even the smallest things well. Especially those. But most of all, here’s to the hands that toss the dough! Because every time we see that pie in the sky, we know we’re somewhere real. A place that’s authentic and lasting. That’s part of the neighborhood…and part of our lives. And nothing feels more awesome than that.

Helvetica Neue Light, 9.5 pt

Sincerely, Mary Jane Riva

Helvetica Neue Regular, 7.5 pt 0.15 in

Helvetica Neue Medium, 7.5 pt PMS 7621 U

24


STATIONERY

ENVELOPE

4 in

0.9 in

Helvetica Neue Regular, 7.5 pt 2 in

Helvetica Neue Light, 7.5 pt

0.15 in

Company Name AT TN: First and Last Name 1444 N. Main St Walnut Creek, CA 94596

PMS 7621 U 0.85 in

1-line tagline

25


IMAGES


IMAGES

RESTAURANT IMAGES

Our restaurant images capture our talent in the kitchen, families and friends having fun while sharing a pizza pie, and a sense of community when teams gather after a big win.

27


IMAGES

FOOD IMAGES

Our food images highlight our famous pizza and our extensive line of Italian food.

28


DON’T BE A BULLY AWARENESS PROGRAM


DON’T BE A BULLY AWARENESS PROGRAM

NO BULLY ZONE LOGO CLEAR SPACE • Always maintain clear space around the No Bully Zone logo to protect it from distracting graphics or typography around it.

MINIMUM SIZE • Measure clear space by the width and height of the “N” in the No Bully Zone name.

The No Bully Zone logo reproduces well at a minimum of 1" high. Reducing it to smaller than that will compromise the logo’s integrity and effectiveness.

• Always reduce or expand the logo proportionally.

1X

Clear space 1" in minimum size Clear space

1X

30


DON’T BE A BULLY AWARENESS PROGRAM / NO BULLY ZONE LOGO

NO BULLY ZONE LOGO COLORS The No Bully Zone logo can be incorporated into marketing collateral when it is appropriate to promote the Don’t Be A Bully Awareness Program.

Our preferred No Bully Zone logo version is in green (PMS 7490). In special creative circumstances, black and white color versions are also acceptable.

PANTONE 7490 C PANTONE 7490 U C=57 M=6 Y=92 K=19 C C=53 M=6 Y=82 K=11 U R=113 G=153 B=73 HTML: 719949

31


IF YOU HAVE QUESTIONS, PLEASE CONTACT:

MARY JANE RIVA President & CEO

49430 Road 426, P.O. Box 989 Oakhurst, CA 93644  Toll-Free: 800-654-4840 mjriva@pizzafactoryinc.com ©2014 PIZZA FACTORY INC.


Reference pf style guide