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M

odern TARO Style Guide November 2013


Our Brand

The ceramic spoon is a symbol of who we are. Our promise to serve deliciously fresh desserts at all times.

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Modern Taro, a cozy and comfy dessert spot to enjoy delicious and heartwarming dishes with a modern twist of new flavors and tastes. You may be wondering what is taro? taro is a popular root vegetable found in many traditional Chinese desserts. We want to introduce a part of Chinese food culture and this delicious root to the world. Not only do we use only the freshest ingredients that are prepared fresh everyday, we want our customers to have a wonderful and relaxing experience.


Contents 04 Logo 06 Typography 07 Color Palette 09 Photos 11 Packaging

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Logo

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odern TARO

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odern TARO

250px or 1in

There should be enough space between the logo and other elements to fit another “spoon” the same size as in the logo.

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Do not change the logo’s orientation.

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odern TARO

Do not outline the font. 4

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odern TARO

The minimum width of the logo is 250px for screen and web uses and 1 inch for print uses.

On a dark background, the font should be in white.

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odern TARO

Do not apply shadows or other effects.

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odern TARO

Do not stretch or scale the logo unevenly.

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Do not alter the color of the logo.

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odern TARO

Do not alter the space between the parts of the logo.


Logo

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odern TARO

Do not place logo on a busy background.

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Do not change the typeface.

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odern TARO

Do not place logo in a shape.

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odern TARO

Do not remove or change the “spoon.”

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odern TARO

Do not place logo on colorful backgrounds. 5


Typography HELVETICA NEUE CONDENSED BOLD: ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz

Helvetica Neue Condensed Bold should be used for headlines.

HELVETICA NEUE REGULAR: ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz

Helvetica Neue Regular should be used for subheadings and large type.

HELVETICA NEUE LIGHT: ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz

Helvetica Neue Light should be used for body copy.

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Colors Modern Taro materials should use only these colors.

#D6D7D8 #8F7EAC

#000000

PANTONE 7674C

PANTONE 5463C

This color is used for medium gray backgrounds.

PANTONE 428C #FFFFFF

This color is used for dark backgrounds.

WHITE

Colors for text and headers

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Photos Photos used by Modern Taro should match the personality of Modern Taro by having a fun, relaxing appearance.

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Photos

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Packaging

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Packaging

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Winnie zhong styleguide  
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