Page 1

Brand Identity Guidelines Think like a nut would


Content Guide Nutshell Brand Logo Structure Logo Parameters Corporate Signature Application Design Mandatory Restrictions


Guide Introduction Nutshell Prototypes


Introduction The following guidelines provide you with the necessary application techniques for later use. Relevant examples and information are also displayed. Refer your search to the main content on the next page for easier navigation.


Nutshell Prototypes Nutshell Prototypes are available in the presentation booklet. Feel free to thoroughly look at the presentation presented. A menu is available for your collection.


Nutshell


l Brand Introduction Confidentiality Sheet Message from the president Nutshell Brand Values Nutshell mision and vision


Confidentiality Sheet The Nutshell brand book has a limited quantity of copies distributed amongst the management team leaders. The original copy and digital files are kept with the CEO of the company. All copyrights are reserved and protected by the legal industry for the company. Any violation or unethical act taken towards the content of the company will be charged automatically with theft and fraud. Signing upon the contract sheet of confidentiality grants you the responsiblity of privacy towards the contents of the brand identity.


Message from the president Nutshell has been growing into the hearts of the lebanese. And so, we base our service on customer loyalty and respect towards the brand of the company. We must treat the brand with utmost respect wherever it expands. The guidelines will help clarify the policy and gives you the responsibility to keep it safe as well as the mission to develop it even further. When it has been agreed upon, privacy is required as trust is acquired. We are a family as we grow together in the Lebanese industry.


Nutshell Brand Values Our Brand Values are our weapons. We use them to remind people what we stand for. As our brand evolves and expands its wings onto new horizon, three values never change. Honesty to our customers and yourselves towards the company is the first and most important value. Second comes the belief system of customer loyalty. Our customers are our duty to serve with pleasure. The final important value is innovation and moving forward as we adapt to the changing world around us.


Nutshell Mission and Vision Nutshell bases its mission on excellent service as well as customer loyalty. However Nutshell aims at introducing enlightement and knowledge to the Lebanese people about nuts. It surrounds itself with educational facts that help the customer understand the purpose of the company. It also gives recognition to nature›s more valuable assets. In the end, it is the experience that counts. Nutshell delivers that experience to every cutomer it serves.


Logo Str


ructure Rational Icon explanation Logotype explanation Color investigation Brand Signature


Rational Nutshell is a brand of a unique purpose. A new dining experience of the horizon of growth, Nutshell has been known for its famous nut ingrediants. It is an environment of learning and enlightenment on the world of nuts. Nutshell has offerent on going knowledge and appreciation to its customers through its wide service of nuts. The brand continues to provide excellent service and customer fidelity as it progresses in the Lebanese market.

That is why I have decided to take on a restaurant with a specific ingredient. The nut experience is for everyone to learn more about especially when it would be counted as dining. It would reintroduce nuts as well as offer knowledgeable facts about the benefits of nuts. The drive theme of the brand is for a squirrel to tell the story of nuts and their importance. The squirrel was taken a symbol to interpret the idea better.


Icon explanation The squirrel is a symbol of a relation between the nut and the message of the company. Squirrels eat mostly nuts. The squirrel uses its tail for a primary function that is balance. This enables the squirrel to maneuver quickly without falling. It can act as a blanket in the Winter. Squirrels also use their tail to communicate with other squirrels. The tail represents the balance, comfort and communication in relation to our customers who are considered like squirrels in return. That is why the tail takes most of the shape of the body. The squirrel›s position makes the person believe that it is reaching out to eat a nut. Therefore, we have positioned it next to the brand signature.

Think like a nut would


Logotype explanation The Nutshell logotype was inspired by the wave-like motion of the squirrel›s tails with its smooth curve. And so my inspiration lead me to construct a typeface which kept the curves at the edges through its modern look. A grid of a nut was used to execute the idea properly. From there, the curve shape was created and thus implemented in the execution. It represents continuity and elegance.

Think like a nut would


Color Investigation The color used in the brand identity reviel the atmosphere of the company. Nutshell color of shades of brown were used to indicate the essence of the brand. A bright contrast color was implemented of the orange aiming at giving a warm welcoming to the customers. The colors turned out to be eye appealing. The red was also used to add vibrance to the logo.


45 mm 46 mm

50.5 mm

1.5 mm

78 mm 15 mm

15 mm

9.5 mm

Think like a nut would 36.5 mm

3 mm

1mm

1.5 mm 125 mm


Brand Signature Nutshell signature is the pure visual description of the brand. Each part of the signature has a distinctive purpose. The visual elements of the signature are clear and simple. The brand signature consists of three elements: The Nutshell wordmark The icon The tagline


Logo Pa


arameters Measurements Logo Size Application Corporate Color Application Logo Reversal Application Logo Special Effects Logo Isolation Area


Measurements

45 mm 46 mm

50.5 mm

1.5 mm

78 mm 15 mm

15 mm

9.5 mm

Think like a nut would 36.5 mm

3 mm

1mm

1.5 mm 125 mm


Logo Size Application

100 % Reference point

Think like a nut would

70 %

Think like a nut would

50 %

Think like a nut would

Think like a nut would

Think like a nut would

30 % Minimum Size 20mm * 4mm


PANTONE 469 EC

PANTONE DS 79-1 C

PANTONE 497 EC

PANTONE 167 EC

100 % 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 %

Corporate Color Application 10 % 0%

COLOR CHART

COLOR

PANTONE NUMBER

CMYK PERCENTAGE C

M

Y

K

PANTONE 469 EC

40 %

80 %

100 %

55 %

PANTONE DS 79-1 C

20 %

100 %

100 %

20 %

PANTONE 497 EC

40 %

100 %

95 %

70 %

PANTONE 167 EC

10 %

80 %

100 %

0%


Nutshell colors reflect the essence of the company with its vibrant colors against its subtle colors. The aim was to depict the originality and familiarity to the concept of a nut. The colors are close in relation to nuts and the squirrel.

TINTS AND SHADES

PANTONE 469 EC 100 % 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0%

PANTONE DS 79-1 C

PANTONE 497 EC

PANTONE 167 EC


Logo Reversal Application The Logo Reversal explains the treatment of the nutshell brand in all its colored outcomes. Therefore, it is plain to see that three colors of implementation are enough to keep the vibrancy of the logo.


Think like a nut would

Think like a nut would

Think like a nut would

Think like a nut would

Think like a nut would

Colored Positive

Colored Negative 1

Colored Negative 2

Monochrome Positive

Monochrome Negative


Logo Special Effects The Special Effects chosen is the icon and the wordmark. The applicant can either use the icon as an emboss only, or have the icon and the wordmark done as a SPOT UV. Emboss Effect

Think like a nut would

Spot UV effect

Think like a nut would


Emboss Effect

Think like a nut would

Logo Isolation Area Spot UV effect

The clear space that is displayed below highlights the respectful position Think like a nut would of the brand when placed on ads, packages, and any other material that the company uses for its benefit.

10mm

10mm

Think like a nut would 10mm

10mm


Corporate S


Signature Signature in Cojunction with Corporate Message Address Tagline Corporate Typeface


Signature in Conjunction with Corporate Message

Think like a nut would


Think like a nut would

Think like a nut would

ntered

Think like a nut would

ntered

Address Tagline Think like a nut would

The address tagline should be placed under the brand signature taking the whole space horizontally. It is an indication to the location of the restaurant and will be placed that way with the delivery bag and ads of the company.

10mm

4mm 10mm

10mm

Think like a nut would

1mm

87 Hamra St, Hamra, Beirut, Lebanon / 70696180 10mm


Corporate Typeface Frutiger Lt Std was used as the primary typeface. It was used because it is modern appearance and legibility at various angles, sizes, and distances. Ascenders and descenders are very prominent, and apertures are wide to easily distinguish letters from each other. It is a sans serif typeface with the rationality and cleanliness of Univers, but with the organic and proportional aspects of Gill Sans. It fits the theme of the Nutshell wordmark since it provids great equilibrium. They were both similar in modernity but different in style. The wordmark has a wave movements around the edges while Frutiger was built on solid sans serif execution.


Frutiger LT Std 45 Light Condensed

57 Condensed

77 Balck Condensed

87 Extra Black Condensed

45 Light

46 Light Italic

55 Roman

56 Italic

65 Bold

66 Bold Italic

75 Black

76 Black Italic

95 Ultra Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


Applicat


tion Design Rational Stationary Design Packaging Placemat Coaster Brand Vehicle signage


Rational The applied design on the following pages were inspired from the logo. I focused on applying a versitle pattern and character throughout the design application. The story of the squirrel would be shown through its interaction with the nuts on the coaster. The interaction would come to life from the origami of the placemat. The logical thinking and curiousity would be raised through the external signage of the restaurant. The delivery bag would include the pattern of different shapes of nuts increasing the visuals into shapes. Finally the moving vehicle would be in the shape of an arrow leading to the door of the van where all the nutty goodies are stacked.


Stationary Design


Packaging


ket

Did you know? One study found that people who eat nuts live two to three years longer than those who do not.

Did you know? One study found that people who eat nuts live two to three years longer than those who do not.

Turn over

Open

Delivery Bag

300mm

300mm

150mm

Delivery Basket 700mm

700mm

500 Think like a nut would


Placemat


Placemat 295mm

Front

Turn over to create your own origami squirrel.

Turn over to create your own origami squirrel.

420mm

Back Fold to meet the center line

Fold to meet the center line along and fold back

Open the arrow part and flatten

Fold in the dotted line

Open the others and flatten

Fold in half

Turn around

Fold to meet the center line

Fold to meet the center line

Open the arrow part and flatten

Fold backward in the dotted line

Fold in the dotted line

Pocket fold in the cotted line

Hood fold in

Fold to meet the center line along and fold back

Open the others and flatten

Fold in half

Turn around

Pocket fold

Fold to meet the center line

Fold backward in the dotted line

Pocket fold in the cotted line

Hood fold in

Pocket fold

Fold inside

Fold inside

Think like a nut would

Think like a nut would


Coaster Front

Back

90mm

Did you know?

90mm

Turn over

Several epidemiological studies have revealed that people who consume nuts regularly are less likely to suffer from coronary heart disease (CHD).

Did you know? One study found that people who eat nuts live two to three years longer than those who do not. Turn over

Coaster Delivery Bag

300mm

150mm


Brand Vehicle

Delivery Car

Think like a nut would

87 Hamra St, Hamra, Beirut, Lebanon / 70696180


Signage


External Signage

Think like a nut would

87 Hamra St, Hamra, Beirut, Lebanon / 70696180

800mm

2000mm


Mandatory R


Restrictions Logo Criteria Logo Application


Logo Criteria Application for the brand in a documentation is as follows: The placement of the squirrel icon is by default to the left of the wordmark, but exceptions are shown below. (The icon can be only be an exception.) The size must not exceed the original size of the brand signature. Refer to the size applications above for the default options already provided. The color of the document must not exceed 3 colors.


How to use Logo:

Default

Think like a nut would

Icon to right

Think like a nut would

Icon on top centered to the right

Think like a nut would

Icon on top centered to the left

Think like a nut would


Mandatory Restriction explicitly explains how to use the logo and how not to use it. These guidelines which will be illustrated below are or obligatory necessities. Any change of misuse of the guideline will lead the practioner to legal problems.

Logo Application Misuse of Corporate message

Think like a nut would

How not to use Logo:

Think like a nut would

Think like a nut would

Think like a nut would


Misuse of isolation area

10mm

10mm

Think like a nut would

10mm

10mm

10mm

10mm

10mm

10mm

10mm

10mm

10mm

10mm

Think like a nut would

Think like a nut would

10mm

Think like a nut would

10mm

10mm

10mm

Misuse of logo treatment

Think like a nut would

Think like a nut would

Think like a nut would

Think like a nut would


Nutshell Guidelines  

A branding guideline to Nutshell

Read more
Read more
Similar to
Popular now
Just for you