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NEKO Brand Indentity Standards Version 17/04/2018


“I WILL SOLVE YOUR PROBLEM AND YOU WILL PAY ME.”

Contents 01.

03.

05.

Logo icon Logo typeface Logo combine Clear space Logo in cup Logo application areas Application usage Usage with backgrounds Incorrect logo usage

Typeface family Discontinued typefaces Typographic style

On- brand illustration Incorrect illustration usage Illustration application examples

02.

Product: Cup Product: Cup Cover Product: Uniform Menu Posters

Logo

Color

Principle color palette Supporting color palette

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Typography

04.

Mock-up

NEKO Brand Indentity Standards | MP Graphic Project @ 2018

Illustration


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Logo Logo icon Logo typeface Logo combine Clear space Logo in cup Logo application areas Application usage Usage with backgrounds Incorrect logo usage


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Logo Icon Neko Negative C0 M0 Y0 K0 RGB 255-255-255/ Hex # FFFFFF

Neko Positive C0 M0 Y0 K100 RGB 35-31-32/ Hex # 231F20 Neko Orange Neko Orange* C0 M85 Y100 K0 RGB 240-78-35/ Hex #F04E23

White

Note: Either the Neko Orange or white logo may be used as your primary logo.

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Note: The Neko Negative/Positive logo can be used for printing up cup materials or the logo sign


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Logo typeface

Option 1 (Primary)

Option 2

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Logo combine Vertical

Horizontal

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Clear space Vertical x

x

x

x

x

4x

4x

x

x

x 0.75x

x 1.5x

x

Ver 1.1

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Ver 1.2


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Clear space Horizontal x x

Hor 1.1 3x

x

x 4x

x x

Hor 1.2

4x

x

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3x

2x

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Logo in cup

it’s tea time Option 1.1

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tea & drink Option 1.2

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mixed by neko Option 1.3


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Logo application areas

Neko Typeface logo used

Neko stand-alone logo used

Neko combine logo used

Horizontal sign

Product

Door Sign

Online advertising

Packaging

Advertising (print, outdoor ...)

Email marketing

Circle sign

Retail environment

Brochures, posters

Stickers

Catalog covers

Event booth property

Data sheets, white papers

Menu/ Poster

Internal emails

Video

Co-branded materials

Sponsorships

Other logo lockups

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Application usage

it’s tea time

Horizontal sign

primary exterior vs. door sign

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Product packaging Cup and cup cover

NEKO Brand Indentity Standards | MP Graphic Project @ 2018

Advertising

Posters/menu/ brochures

Card

Membership card or business card


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Usage with backgrounds

it’s tea time

Incorrect use

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NEKO Brand Indentity Standards | MP Graphic Project @ 2018


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Incorrect logo

NEKOTEA Do not create, retype or redraw your logo.

Do not stretch or alter your logo in anyway.

Do not change the color of your logo.

Do not place your logo near objects without defined clear space.

Do not use the graphic effects (drop shadows ...) on your logo.

Do not place your logo on the backgrounds with busy/ high contrast or that limit legibility.

Do not create a partern with your logo combine.

it’s tea time Do not separate the slogan from the logo

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Color Principle color palette Supporting color palette


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Principle color palette Color name

NEKO Orange

Pantone®

CMYK

RGB/HEX

--

C0 M85 Y100 K0

240-78-35 #F04E23

It is essential that your use of color be consistent across all applications. By referring to these guidelines, we will archieve the desired results for ur brand, and we’ll work more efficiently by eliminating guesswork. We have identified precise NEKO Orange specifications for CMYK and RGB.

Black

White

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--

--

C0 M0 Y0 K100

C0 M0 Y0 K0

NEKO Brand Indentity Standards | MP Graphic Project @ 2018

35-31-32 #231F20

Never use tints or gradients of any color in the principle or supporting palette.

255-255-255 #FFFFFF

NEKO Orange and Black are your primary brand color. We should use it as often as we can help drive a consistent feel across communications. Colors start from your supporting palette should be used to assist delivery of your vibrant personality.


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Supporting color palette Color Our supporting color have been selected with the same precision as your principle colors. Palette of accent and neutral colors has been chosen to work in support of NEKO Orange, black and white. Our colors have been chosen to work well in combination with each other, and to enable a full range of visually engaging communications. The accompanying chart provides the value that should always be used when working with your principle palette across all applications.

Pantone®

CMYK

Green

PMS376

C55 M0 Y96 K0

122-184-0 #7AB800

Light orange

PMS151

C0 M48 Y95 K0

255-119-0 #FF7700

Red

PMS7417

C0 M80 Y80 K0

220-80-52 #DC5034

Dark Red

PMS186

C0 M100 Y81 K4

206-17-38 #CE1126

Teal

PMS7472

C52 M0 Y25 K0

113-198-193 #71C6C1

Mint

--

C70 M0 Y50 K0

63-180-152 #3FB498

C2 M3 Y4 K5

238-238-238 #EEEEEE

Try to avoid using more than three supporting colors with NEKO Orange in any one layout.

Light Gray

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RGB/HEX

PMS Warm Gray 1


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Typography Typeface family Discontinued typefaces Typographic style


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Typeface family Our brand typeface, Fredoka One for NEKOTEA, is available for the regular font. Work Sans for NEKOTEA should be used for supporting text as applying for menus, posters, brochures ... in fact.

Work Sans (Regular)

Fredoka One

Work Sans (Medium)

abcdefghijklmnopqstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%

abcdefghijklmnopqstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%

Work Sans (Extra Light)

Work Sans (Bold)

abcdefghijklmnopqstuvwxyz AB C D E FG H IJ KLM N O PQ R STUVWXYZ 1234567890~!@#$%

abcdefghijklmnopqstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%

Work Sans (Light)

Work Sans (Black)

abcdefghijklmnopqstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%

abcdefghijklmnopqstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%

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NEKO Brand Indentity Standards | MP Graphic Project @ 2018

abcdefghijklmnopqstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%


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Discontinued typefaces The following typefaces and all associated weights should no longer be used. These must be replaced by Fredoka One and Work Sans for NEKOTEA as appropriate.

Arial

VL Code Pro

PT Sans

iCiel Brush Up

abcdefghijklmnopqstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%

abcdefghijklmnopqstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%

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NEKO Brand Indentity Standards | MP Graphic Project @ 2018

abcdefghijklmnopqstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%

a b c d e f g h i j k l m n o p q s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $ %


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Typographic style Do use only the approved NEKOTEA typefaces (Fredoka One and Work Sans for Neko) Do set type in “sentence case”- the first letter of a sentence is capitalized, the remaining letters are in lowercase. Calls to action (CTAs) should remain in “title case”- the first letter of each major word is capitalized. Do add final punctuation to headlines and subheads if they’re complete statements, questions or exclaimations. Do use Fredoka One for headlines and Work Sans for supporting text, including body copy and CTAs. Do use flush left, rag right for all copy, including headlines, where regionally appropriate; centered copy is not recommended. Do use only the approved Neko color palette body copy; default is NEKO Dark (or 80% K)

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NEKO Brand Indentity Standards | MP Graphic Project @ 2018

Do not use Work Sans Black for headlines; it implies shouting. Do not justify or center headlines or body copy Do not change the color of individual words or sentences within passages of continuous body copy; body copy color should default to Neko Dark. Headlines, subheads and CTAs are exceptions. Do not distort the typeface (do not highlight modify the letterfroms or use special effects such as drop shadows). Do not include http:// or www. to the Neko url (if using websites) when it has a forward slash extension.


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Mock-up Product: Cup Product: Cup Cover Product: Uniform Menu Posters


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Product: Cup

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NEKO Brand Indentity Standards | MP Graphic Project @ 2018


“I WILL SOLVE YOUR PROBLEM AND YOU WILL PAY ME.”

Product: Cup

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NEKO Brand Indentity Standards | MP Graphic Project @ 2018


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Product: Cup Cover

it’s tea time

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NEKO Brand Indentity Standards | MP Graphic Project @ 2018


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Product: Uniform Shirt (Black Polo)

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NEKO Brand Indentity Standards | MP Graphic Project @ 2018


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Product: Uniform Capron (Orange)

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NEKO Brand Indentity Standards | MP Graphic Project @ 2018


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Product: Uniform Cap (Orange)

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NEKO Brand Indentity Standards | MP Graphic Project @ 2018


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Product: Uniform Full mock-up

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NEKO Brand Indentity Standards | MP Graphic Project @ 2018

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