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
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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.
• 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.
• 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.
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.
Green
CMYK C 55 M 0 Y 60 K 0
RGB R 118 G 197 B 140
HEX #76c58c
Red
CMYK C 0 M 100 Y 90 K 0
RGB R 237 G 27 B 48
HEX #ed1b30
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.
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
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
Mood
• Enthusiastic
• Energetic
• Lively
• Friendly
• Stylish
• Modern
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.
The minimum size of the logo is 25 millimeters or 2.5 centimeters height.
Logo over light backgrounds, use full color logo
Logo over dark backgrounds that can clearly see the logo, use full color logo
Logo over image can use full color logo if it can still be clearly seen
On a green background or a red background that is the same as the logo’s colors, use the drop out logo
On one color and unclear backgrounds, use the drop out logo. Please look at the convert topic as a reference at
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Don’t change the colors of the logo
Don’t apply strokes to the logo
Don’t add the shadow effect to the logo
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.
