Brand Manual by Maria Shamsi

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BRAND MANUAL

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FOOD FOR THOUGHT GINOGINELLES is a registered trademark under the umbrella of Zain International Pvt ltd.It has been serving its valued customers for over 25 years.Ginoginelles opened its kitchen in 1988 and is the pioneer in food delivery service. In 1996 GINOGINELLES was the official food partners for the Cricket World Cup and is now serving food to Multinational Companies like Procter and Gamble and Getz Pharma.We also lend our services to Muslim Commercial Bank and NIB and provide food to German and Russian Consulates in Karachi and educational institutes like Becon House and Defence American School. This will pretty much gives you an idea of our services with brands like these on board GINOGINELLES continues to grow and cater to your food needs.We offer an exciting cusine that includes Italian, Chinese,Pakistani and Continental food. Our menu has over 150 original dishes just for your culinary desires.GINOGINELLES is where health and convenience come together.

INTRODUCTION Brand vision: We are the voice of the enthusiasm, smart, funny, energetic and modern. We have a fling with taste, spices, flavors and friends and the rejection of anything that is tardy. This is because we know that our food can lighten up your mood, start your party and savor your memories. Ginoginelles is the food that you love and want to eat every day. Thatâ&#x20AC;&#x2122;s the difference between us and others. Personality: Modern, sociable and fast paced. Positioning Statement: For people who want healthy food and want it asap!(As soon as possible).Ginoginelles is the only one that understands that appetite should be satisfied when it demands to be! Tagline: Food with convenience.

CONTENTS Design Identity

Staff Uniforms

10 12 13 14 15 16 17

34 Apron 34 Caps 35 T- Shirts

Logo Variations Color Variations Size Variation Misuse Shape Color

42 MotorBikes

Corporate Typeface

Packaging Design

19 Georgia 20 Triumvirate

46 Signage 47 Advertisments

Stationery Design

Applications

26 Business Card 27 Envelope 28 Letterhead

50 Signage 51 Advertisments

Merchandize 30 31 32 33

Transportation

Bookmarks Key chains T-Shirts Caps

DESIGN IDENTITY

THE LOGO Our logo is the key element of our identity it helps us stand apart from the others.It is an important brand asset and our visual identity.There is only one version of our register tradmark logo and its important that it is used in the right manner for all apllications and other purposes.

The logo contains the symbol and logotype which can not be separated both have to used as one.The dimension shown below need to be followed to reproduced on any art work for e.g packaging, bill boards, signage.etc.

The logo is designed to be placed horizontally hence, must not be place diagonally and/ or vertically.The Logotype will never be placed without the organic shape and must maintain

0.3x 1.3x

the “O” distance.

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1.6x 0.9x

20 x

O PRESZZO FISS O OTN PR

1x 0.5x

The “O” is the space required to be left around the trademark GINOGINELLES logo and must not be compromised at all. It allows for the exclusion space of the logo.

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GINOGINELLES

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LOGO SHAPE

VARIATIONS The shape of the GINOGINELLES logo should always be maintained and the designers should not crop and/or distort the shape at all times.The shape is part of the visual identity of the brand and it is very important to keep it entact in its original form to ensure that the brand maintains its identity.

Acceptable variations of the GINOGINELLES logo are to be used only a specified.No other variations of the logo are to be produced apart from the ones that are specified here. This is to ensure that a harmonoius brand identity of the company is kept entact. FULL COLOR LOGO The full color symbol should ideally be used in all circumstances.

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THE HIGH CONTRAST LOGO The high contrast logo is to be used on packaging design or as specified by the company otherwise. THE GREY SCALE LOGO The grey scale logo is to be used on recipts and bills only or as specified by the company otherwise.

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COLOR VARIATION

SIZE VARIATIONS The logo can only be printed in specified colours apart from the original.No other color variations of the logo are to be produced apart from the ones that are specifed here.

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The logo should always be propotianlly enlarged.The minimum size that the logo can be reduced to is shown here. All art workneeded to increase the size of the logo will be provided by the resource department of the company.

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The green logo variation of the GINOGINELLES logo will appear on the salads take away boxes and salad bar at the resturant.The brown logo variation will appear on tea/coffe take away cups and dessert take away boxes.These variations can also be used in print advertisments.

COLOR PALLET

MISUSE OF LOGO The shape and size and the typography of the logo should be reproduced or enlarged propotionally,the shape and colour of the logo cannot be changed other than that is specified.The typeface for the logo should always be Georgia and Triumvirate Bold.The placement of the type can not be changed nor can the type be distorted.This is to ensure that the logo maintains its orginal identity and is not distorted.

For any reproduction of the logo the following color requirements should be met at all times.No changes can be made to these and they must be strictly followed.This is the only color pallet used by the company and no changes or additions can be carried out.

PMS COATED Colour reproduction using pantone matching system.

CMYK Color reprodcution using four color process.

GINOGINELLES

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Color reproduction using red, green and blue values.

WEB Color reproduction using web safe colours.

107 C

717 C

CMYK

2 9 97 0

0 54 910

RGB

255 221 21

FFCC00

199 C

CMYK

BLACK C

CMYK

3 97 76 0

70 68 64 74

246 141 49

231 40 64

RGB

RGB 35 31 32

FF9933

FF3333

333333

TYPEFACE The corporate typeface for GINOGINELLES is Georgia. It is used as the main typeface for the logo.This typeface is used as the official typeface for the brand.Desinger must use this typeface and no changes are allowed.The typeface should not be distorted and should be used in order to maintain the visual identity of the brand.

All Caps

ABCDEFGHIJKLMNOPQRSTUVWXYZ Lowercase

abcdefghijklmnopqrstuvwxyz Numericals

1234567890 Georgia is a serif typeface which has a large ‘x’ height.It is designed for clarity.

Puctuations

!@#$%^&*()?/,.;’\][

Georgia Georgia

18points

14 points

Georgia Italics Georgia Bold Gerogia Bold Italic

TYPEFACE The corporate typeface for Ginoginelles is Triumvirate, this is used in the body copy of the logo in bold.The designers are to use this typeface and no changes are allowed.This typeface should not be distorted and should be used in order to maintain the visual identity of the brand.

All Caps

ABCDEFGHIJKLMNOPQRSTUVWXYZ Lowercase

abcdefghijklmnopqrstuvwxyz Numericals

1234567890 Triumvirate is a sans serif typeface which is used in the bodycopy of the logo.

Puctuations

!@#$%^&*()?/,.;â&#x20AC;&#x2122;\][

Triumvirate Bold Triumvirate Bold

18 points

14 points

Triumvirate bold 10 points

STATIONERY

BUSINESS CARD

ENVELOPE The size of the envelope will be 4.5 by 9.The companys information and address will be placed at the bottom.The logo will always appear on the top left.The dismesions should always be in complete consideration before sending for print.The margins will remain 0.5 inches in all stationery

The business card will follow the standard size 2.5 by 3.5 The font size will be 8.All contact information along with the name of the card holder and designation will be printed on the front. The back side will have a solid orange colour. The margins will always remain 0.5 inches in all stationey.

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M.Essa Resturant Manager

DHA Phase V, Karachi, UAN: 111-000-156, www.ginoginelles.com

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Recipents Name Postal Code Address Telephone Number

DHA Phase V, Karachi, UAN: 111-000-156, www.ginoginelles.com

LETTERHEAD J

The size of the letterhead will be 8 by 6 inches.The companys information and addresss will be set at the bottom. The identity on the letter head will always be left alingned on the top.The dismesions should aways be in complete consideration before sending for print.The margins will remain 1/2 inch in all stationery.

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Recipents Name Postal Code Address Telephone Number

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Monday 1st April 2012 GINOGINELLES Phase V, DHA, Karachi.

DHA Phase V, Karachi, UAN: 111-000-156, www.ginoginelles.com

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To all Foodies, J

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Monday 1st April 2012 GINOGINELLES Phase V, DHA, Karachi.

To all Foodies, We have been around for quite some time now, how long has it exactly beeen...25 years..Yeah thats how long we have been serving food at your door step! Fancy a burger,or in a mood for pizza, chinese or any of our desi delights.We have got it all covered, order your food from our range of exciting cusines and we promise to deliver in no time.Thats our USP, serving food in minutes,which is why when you think food you think Ginoginelles.

We have been around for quite some time now, how long has it exactly beeen...25 years..Yeah thats how long we have been serving food at your door step! Fancy a burger,or in a mood for pizza, chinese or any of our desi delights.We have got it all covered, order your food from our range of exciting cusines and we promise to deliver in no time.Thats our USP, serving food in minutes,which is why when you think food you think Ginoginelles.

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M.Essa Resturant Manager

DHA Phase V, Karachi, UAN: 111-000-156, www.ginoginelles.com

We guarantee to leave your appetite satisfied! Boun Appetito!

We guarantee to leave your appetite satisfied!

DHA Phase V, Karachi, UAN: 111-000-156, www.ginoginelles.com

Boun Appetito!

11x 8.5 X DHA Phase V, Karachi, UAN: 111-000-156, www.ginoginelles.com

STAFF UNIFORM

STAFF UNIFORM GINOGINELLES has custom designed uniforms for its staff members that visually represent the identity of the brand.The propotions of the identity must not change in any case.It is important to keep relevant distances constant which is why the identity may have to be propotionally enlarged or reduced as uniforms change.

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Name

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GINOGINELLES has custom designed T-Shirts for its staff memeber, delivery personnels and waiters.It is important to keep relavant distances constant which is why identity may have to be propotionally enlarged or reduced as uniform changes.

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TRANSPORT

SUPPLY TRUCK

MOTOR BIKE

GINOGINELLES provides food deliver services for its customers and also has a dine in resturant.The transportation truck that carries food supplies has the logo of the company printed on its side elavation.

GINOGINELLES provides food delivery service for its customers throughout the city and hence,transportation is important.The motor bike used by the GINOGINELLES food delivery personnels are white and orange in color. The food storage box carries the logo.

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00 111-0

UAN:111-000-156

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PACKAGING DESIGN

The GINOGINELLES logo will always appear on the parcel bag and take away cups as shown here.Dimension along with logo placement are should always be as shown below.

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The GINOGINELLES logo will always appear on the takeaway pizza and food boxes shown here.Dimension along with logo placement are should always be as shown below.

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UAN: 111-000-516 3x

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2X 2X

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PPETITO BOUN A

BOUN APPETITO

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UAN: 111-000-516

APPLICATIONS

ADVERTISMENTS BUY ONE GET ONE FREE JUST FOR 299.99

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Offer valid till 4th may 2012

HAVE IT YOUR WAY J

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UAN:111 000 156

MERCHANDIZE

The caps are given out as promotional items.They come along with the purchase of Ginoginelles food and/or by placing a higher order.

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The shirts are given out as promotional items.They come along with the purchase of Ginoginelles food and/or by placing a higher order.

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The bookmarks are given out as promtional items. They come along with the purchase of Ginoginelles food and/or by placing a higher order.

The key chains are given out as promtional items. They come along with the purchase of Ginoginelles food and/or by placing a higher order.

EAT BETTER FOREVER

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UAN: 111-000-156 WILL LEAVE YOU WANTING FOR MORE

UAN: 111-000-156

Think food think GINOGINELLES

UAN: 111-000-156

WARNING! MAKES YOU FEEL REALLY GOOD ON THE INSIDE. 3X 2X

UAN: 111-000-156 2X

GINOGINELLES ON THE GO GO

111-000-156 For All Your Food Needs

UAN: 111-000-156

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Contact Information M.Essa, Resturant Manager, 40-C, 14 Street,DHA,Phase 5, Karachi. UAN:111-000-156, info@ginoginelles.com www.ginoginelles.com.pk