Page 1

VISUAL IDENTITY MANUAL


01.

THE LOGO 01.1. The GUSTO logo is composed of three elements:

1. ICON of the “chef� 2. The name GUSTO 3. The payoff - taste education

The relationship between the various elements of the logo has been carefully studied in order to create a visual balance and should not be changed. However in some cases the name and the payoff can be aligned also to the right.

01.2. Minimum dimentions In Order to maintain the reading of the logo it should never be used smaller then 20 mm.

Positive

Negative

Alternative of the logo

logo width: 22 mm


02.

TYPOGRAPHY

02.1. Typography is one of the elemtns of the logo and the company identity. That is why it should always be used with exactly the same font. 1. The logo GUSTO is composed of all capital letters in “Antipasto”. 2. The payoff is also composed of caps with the same font but the size is reduced 50%.

Antipasto Regualr ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 Antipasto Extralight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 Antipasto Extra Bolt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890


03.

COLOUR 03.1. Colour Versions The original colour used for the logo is black # 000000. PANTONE Process Black EC. Positive features of the black colour: 1. The logo will always look the same. 2. It is easy to print the logo with any printer. 3. Clear and easy to read The logo can be used also in negative colour wich is white # FFFFFF. It is suitable for dark backgrounds.

Whenever necessary the logo can be also reproduced in grayscale. NB: When in grayscale, the colour used is PANTONE 401 EC ,but the payoff is in PANTONE 402 EC


04.

UNACCEPTABLE USES OF THE LOGO

04.1 It is important that the logo retains its identity unchanged in order to build a brand image. The situations represented alongside are common examples of what should never occur.


CORPORATE STATIONARY DESIGN


01.

AUTUMN

LETTERHEAD SUMMER 01.1. LETTERHEAD: Logo is 38 mm wide and set in the lower right corner 48 mm from lower right corner. Stripes are wide 65 mm on the right. Contact information: 10 mm from top left corner (font size - 9 pt). 01.2. There are 4 different letterhead versions for each season. The reason is that every season has its specific foods. The versions shown have colours also typical for the seasons. 01.3. The idea of different letterheads is not only to represent different seasons, but also to keep the customer engaged and always looking for something new.

SPRING

WINTER


LETTERHEAD

Letterheads can be also printed in custom versions.*

WINTER SET *NB: The pictures used are only illustrative. They can be changed later on regarding the taste of the customer. Contact information should also be added.


LETTERHEAD

Letterheads can be also printed in custom versions.*

SPRING SET *NB: The pictures used are only illustrative. They can be changed later on regarding the taste of the customer. Contact information should also be added.


LETTERHEAD

Letterheads can be also printed in custom versions.*

SUMMER SET *NB: The pictures used are only illustrative. They can be changed later on regarding the taste of the customer. Contact information should also be added.


LETTERHEAD

Letterheads can be also printed in custom versions.*

AUTUMN SET *NB: The pictures used are only illustrative. They can be changed later on regarding the taste of the customer. Contact information should also be added.


02.

BACK COVER

A4 FOLDER 02.1. The A4 folder is also presented in the 4 season concept. Front cover is colorful with stripes and the logo is in the lower right part of it. The back cover is white. The contacts information is centered on the top side of it and the logo is on the lower part, again centered. 02.2. The inside of the folder should be the same colour as the stripe on the front cover, which has the logo. OUTSIDE LOOK

INSIDE LOOK

FRONT COVER


03.

ENVELOPE 03.1. The envelope is also presented in the 4 season concept. The outside of it is white and simple. However the stripes are printed on the inside, with the logo set in the center of the flap. 03.2. On the outside of the envelope will be printed only the logo and the payoff.


04.

BUSINESS CARD 04.1. The business can also be presented in the 4 season concept. 04.2. The back side is colorful with stripes and the logo is in the lower part of it (size - 35 mm). The front side is white, with the same stripes as on the back, which are seen only on the two sides as borders. The contacts information is centered on the top side of it and the logo is on the lower part, again centered (size - 42 mm). 04.3. The name is written with no space inbetween with uppercase and lowercase. The surname is bolted. Font size is 14pt. Font size for the title is in uppercases. Font size is 10 pt, regular. Contacts given include personal e-mail adress and internet site adress.


PATTERN FRONT DESK SCHOOL FASADE POSTER DESIGN


01.

PATTERN DESIGN 01.1. There are different ideas to present a patern with the different elements of the corporate identity. First idea is to use the icon of the logo in all the different colors of the stripes used for all the seasons. unaproved design Second idea is to use the stripse element and the set logo in some places. unaproved design Third idea is to use only the stripes. This pattern is very suitable for wrapping paper, napkins, table mats, textile, such as aprons, chef hats, table cloth etc.. aproved design

unaproved design

unaproved design

aproved design

NB: The approved pattern design can be represented in the colours of the other 3 seasons.


02.

FRONT DESK DESIGN 02.1. The design of the front desk is also relative to the whole identity of the GUSTO taste and education school.


03.

SCHOOL FASADE DESIGN 03.1. The school fasade is decorated with the stripes, relative to the whole identity of the GUSTO taste and education school.


04.

POSTER DESIGN 04.1. The idea of the posters is to represent the seasonal diversity and possibility of preparing different meals. The tw posters shown are made for autumn and spring season. The presence of the logo and the stripes make the posters part of the whole visual identity of the company.

*NB: The pictures used are only illustrative. They can be changed later on regarding the taste of the customer. Contact information should also be added.


WEB SITE DESIGN


01.

WEBSITE DESIGN 01.1. The image on the right shows the main page of the site. This template is easy to nvigate. It can have dinamic images which will change with every reloading. 01.2. The sticky note on the right serves the purpose as an eye catching element. It can also be loaded with different quotes, which will change on reloads. 01.3. There can be custom settings for the website, which can allow visitors to change the view by changing the stripes in the background.


WEBSITE DESIGN About Us Page


WEBSITE DESIGN Education & Events Page


WEBSITE DESIGN Contact Us Page


UNAPROVED DESIGNS


01.

UNAPROVED DESIGNS 01.1. During the design process there were many versions of the content and different stages of the project. This part of the manual is additional and contains all the works that have not been aproved.

FIRST IDEAS FOR THE LOGO AND PROCESSING


02.

COLOUR SWATCHES 02.1. The colours used for the stripes are shown in CMYK on the right. However, because of their variaty they are not defined by pantone colour. During printing, change of these colours using different printers is acceptable. It is important to note that the logo always appears in black or white version. The colours applied to the logos on the right is given only as illustration to the possible changes, should the company decides to do any in the future. In that case the colours chosen for the logo should be defined by panton.

AUTUMN

WINTER

SUMMER

SPRING


03.

UNAPROVED DESIGNS 03.1. FIRST IDEAS FOR THE LETTERHEAD AND PROCESSING The first design of the letterhead was similar to the approved one. It was not approved because it is very simple. The approved one has a bit of a twit in it (some of the stripes can be replaced with pictures of food - that is fresh and new).


04.

UNAPROVED DESIGNS 04.1. PATTERN DESIGN The pattern design was supposed to be connected to the logo. That is why the first two versions were created using only the icon of the company. However the strong elemnt of the stripes started to turn into a secondary brand identity. That is the reason why the pattern is also presented by the well known stripes. unaproved design

unaproved design

unaproved design


05.

UNAPROVED DESIGNS 05.1. UNAPPROVED POSTER DESIGNS

The ideas alone are very fresh and nicel looking, although the design looks too clean and the viewer misses the colourful stripes.


Whenever commissioning new visual communications materials, it is vital that an original copy of the GUSTO logo is used in preparation of any artwork. All versions of the logo, and the corporate identity guide, has been produced by Petya Harizanova and will ultimately be originated by Petya Harizanova


2012

GUSTO  

Company Identity Manual

Read more
Read more
Similar to
Popular now
Just for you