Kawan Baru Brand Guide

Brand Guideline

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Contents Brand Essence & Rationale Brand Color Brand Color Essence Logo Usage: Exclusive Zone & Minimum Size Logo Usage: Misuse Typography Secondary Visual Elements Kawan Baru Pattern Business Card Design Signage Mockup Water Bottle Bread Box Packaging Design Bread Box Mockup Paper Bag Design Bread Plastic Bag Menu Design Sample

Contents 01

Truely Manadonese Kawan Baru (New Friend) is where you will find authentic Manadonese cuisine, and also a great place to gather and hang out with your dear friends and family.

Being most well-known for its exotic and spicy cuisine, Manado is also famous for its friendliness and easy-going lifestyle and spirit. These are characteristics that the brand identity was designed to express in a very modern essence.

Brand Essence & Rationale 02

Negative over Color Background

Primary Color

When it is necessary to use the logo on a backgrounds, please note that the logo is displayed in white over dark background. The background colors should retain within brand color guideline.

Kawan w main color is carefully selected to express the wilderness essence of the brand. Official color is Pantone 484 C.

Pantone 484 C

C0 M95 Y100 K29

If the background color in use must be different from the guidelines, please pick color that can represent strong, bold and modern essence of the brand.

Primary & Secondary Color Chart The secondary color of the brand is Black and its gray tone. Black was chosen to further enhance the strong modernity essence of the brand

Pantone 484 C C0 M90 Y100 K51

Pantone 484 C C0 M57 Y80 K23 Pantone 484C 60% C0 M57 Y60 K17

Brand Color 03

80%

Pantone Black C0 M0 Y0 K100

Pantone Black C0 M0 Y0 K80

80%

Pantone Black C0 M0 Y0 K60

60%

Brand Color Essence 04

Exclusive Zone

Logo Misusage

The logo is the primary visual representation of the brand, and needs to be treated respectfully. Changing any part of the logo will jeopardize consistency and weaken its impact. Please avoid doing the following:

• Always maintain clear space around the Kawan Baru logo to protect the logo from distracting graphics or typography.

• For the logo, measure clear space by the height of the “a” in Kawan Baru for vertical space, and the width of the ”a” for horizontal.

• Never allow typography or other elements to “invade” inside the clear space of the logo.

Minimum Size

Presenting the Kawan Baru logo too small can damage the logo’s integrity – and effectiveness. So please never reproduce the logo with the width smaller than 30mm.

Logo Usage: Exclusive Zone & Minimum Size 05

Do not outline the logo

Do not adjust proportion of the logo

Do not shear the logo

Do not change color combination of the logo

Do not alter the logo

Do not adjust the weight of the logo

Do not change the color of the logo

Do not put the logo on color background that compromise the logo readibility

Do not put negative logo on busy background image that compromise the logo readibility

30mm

Logo Usge: Misuse 06

Typefaces

Typeface is a unique representation of style and personality. Consitent use of typeface contributes to the effectiveness of the brand identity.

Typeface “Ubuntu” is recommended for all kinds of Kawan Baru prints & collaterals, as well as online communication device.

Ubuntu is highly readible thus it is predominatly used as body text. It is available in various weights from an extensive faminly. This enable Ubuntu to be used in various creative graphic solution.

Ubuntu Light | Regular | Medium | Bold Essunti voluptae volendae cum reicid ulparumquas min et exerit ex estorem quiatur, nobis aperiae culparum exerit aliqui ressiti asitem alibus as sin ratur sint incipid quas aperferum et opta que sa volorrum aturias acea nita comnis ium ulparum et lacide volupta tectusciatem eos as dolut maximi, officid quiatur adignat. Meni resequia sum doluptatem illitionsed quatus, volorere consequos doluptum voluptati te vollaccaecus in cullupt

While using body text against white background, it is recommended to use gray color, thus create strong contrast with title color choice.

Over dark background

It is recommended to use C0M100Y100K0 to subtitute the brand official color pantone 484C for text over dark background.

Please see sample on the right hand side for the guidelines.

Typography 07

“K” icon

The signature icon “K” of the brand can be creatively used separately. The “K” when in use should remain it unique shape. You should not tile, stretch, shear or change color that is out of Kawan Baru identity colors range. However it can be rotated and cropped, but in a manner that it still can be recognised as Kawan Baru “K”. The objective when use “K” is to create a memorible signature so that Kawan Baru identity will be easier for our audiences to recall.

YES

YES

NO

NO

NO

Please see sample on the right for references.

“K” icon variation

Ubuntu (C0M100Y100K0)

The list here are some combinations of “K” icon that is good to be used as watermark or decorative graphic. The combination can also be used to create seamless pattern, please see sample of pattern below for reference.

Light | Regular | Medium | Bold Essunti voluptae volendae cum reicid ulparumquas min et exerit ex estorem quiatur, nobis aperiae culparum exerit aliqui ressiti asitem alibus as sin ratur sint incipid quas aperferum et opta que sa volorrum aturias acea nita comnis ium ulparum et lacide volupta tectusciatem eos as dolut maximi, officid quiatur adignat. Meni resequia sum doluptatem illitionsed quatus, volorere consequos doluptum voluptati te vollaccaecus in cullupt

Secondary Visual Elements 08

Business card design Size: 85mm X 50mm

Official Pattern

50mm

Kawan Baru pattern was created in a very modern approach to further enhance its identity essence. The pattern is good to be used in communication collaterals or sale device.

The pattern can be retrieved in folder “pattern” together with this document.

85mm The working file can be retreived in folder “name card” together with this document.

Kawan Baru Pattern 09

Business Card Design 10

Water Bottle 600ml

The working file can be retreived in folder “WaterBottle� together with this document.

Signage Mockup 11

Water Bottle 12

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BreadBox Design Size: 18cm(L) x 16cm(W) x 8 cm(H)

The working file can be retreived in folder “BreadBox” together with this document.

BreadBox Packaging Design 13

BreadBox Design Mockup 14

Paper Bag

Bread Plastic Bag

The working file can be retreived in folder “PaperBag” together with this document.

The working file can be retreived in folder “BreadPlastic” together with this document.

Size: 24cm(L) x 13cm(W)

Size: 22cm(L) x 11cm(W)

75mm

130mm

75mm

127mm

220mm

110mm

240mm w w w. k a w a n b a r u . c o m

Paper Bag Design 15

w w w. k a w a n b a r u . c o m

Bread Plastic Bag 16

Menu

The working file of sample layout can be retreived in folder “Menu� together with this document.

Menu Design 17

Menu Mockup 18