Foodzilla brand guidelines

Logo

Usage Guidelines 1

Contents

Background Brand’s story Target Group

Logo Components Colors Typography Mood

Logo Usage Clear Space Minimum Size Full Color Logo One Color Logo Convert Don’t Usage Example 2

Page 4 Page 4 Page 5

Page 6 Page 6 Page 8 Page 9 Page 9

Page 10 Page 10 Page 11 Page 12 Page 15 Page 16 Page 18 Page 20 3

Background Brand’s story Foodzilla is a fictional start-up food delivery company that has two concepts. The first is fast delivery by having a time guarantee depending on each area. If the brand can’t make it as promised, customers will get that order with free delivery, or we will provide free delivery for the next order. Next is sustainability through recycling packaging. Also, users can drop it back at a Foodzilla recycling station to get reward points for ordering food next time.

“ Roaring Speed & Earth-Saving Feasts ”

Fast Delivery Food Sustainability zilla

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Target Group

Background

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Demographics

Logo

• Between 20 - 35 years old (Generation Z or millennials) • Every gender • Living in the city or living in the suburbs and wanting to eat at restaurants that are located in the city.

Psychographics

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Logo Usage

• Don’t have much time to cook or are not good at cooking, so they prefer ordering food.

• Have awareness that the brand they use can represent some of their personalities.

• Concerned about social trends, sustainability, or the environment.

Logo Components

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Logo

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Logo Usage

The logo’s components are about food and delivery, like the car wheel, fast symbol, spoon, fork, and knife. In addition, an infinity symbol related to sustainability.

Colors

Green CMYK RGB HEX

C 55 M0 R 118 G 197 #76c58c

Y 60 B 140

K0

Red CMYK RGB HEX

C 0 M 100 R 237 G 27 #ed1b30

Y 90 B 48

K0

The color green implies nature, sustainability, growth, and wellbeing, which are related to one of the concepts of brand sustainability (from the recycling package). Also, some of the meanings of the color red are wildness, high energy, and enthusiasm, like fast delivery.

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Typography

Moderna

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

Logo Usage

Mood

Logo

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

• Enthusiastic • Energetic • Lively • Friendly • Stylish • Modern 9

Logo Usage Clear Space

Clear space is padded area, defined by X (the width of an infinity symbol), surrounding the logo that should be kept free of any intruding elements.

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Minimum Size

The minimum size of the logo is 25 millimeters or 2.5 centimeters height.

Logo Usage

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Full Color Logo Light Color Background

Logo over light backgrounds, use full color logo Dark Color Background

Logo over dark backgrounds that can clearly see the logo, use full color logo 12

Pictured Background

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Logo Usage

Logo over image can use full color logo if it can still be clearly seen

Color Reversal

On a green background or a red background that is the same as the logo’s colors, use the drop out logo 14

One Color Logo

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Logo Usage

On one color and unclear backgrounds, use the drop out logo. Please look at the convert topic as a reference at Page 16 and Page 17

Convert

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Convert

Logo Usage

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Don’t

Don’t change the colors of the logo

Don’t apply strokes to the logo

Don’t add the shadow effect to the logo

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Don’t use the logo with similar colors or any color background that will make it indistinct

Don’t apply the gradient effect to the logo

Don’t use the logo on any unclear picture background.

Logo Usage

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Usage Example

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Logo Usage

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Roaring Speed & Earth-Saving Feasts 22