Call Me Chef - Brand Book

Call Me Chef Brand Book 2022

Stay Awesome

After all the effort put into creating a cohesive brand design, we wanted to make sure it stayed the way it went global. Following these guidelines will ensure that the use of the logo meets aesthetic standards and keeps the brand looking professional and consistent.

This Brand Book is a compilation of Call Me Chef's voice, tone, and messaging. It'll help us differentiate every element and experience with our users as Call Me Chef.

The inspiration wants to give customers a relaxing and natural modern feel. The logo represents our attitude toward food and wants to bring the best to everyone. The target audience is love to try new things hipster, therefore the typeface uses modern fonts.

Mood Board

#Fresh

Brand Visions & Missions

Provide quality time together

Creating a pleasant atmosphere, and comfortable and safe conditions that the entire to everyone enjoy is our highest priority.

LISTENING WARMTH

“No one can question our ability to work”

As we continue to develop to Satisfy diverse customers, our brand has also changed and improved. To achieve this, we are incorporating relaxation, listening, and freshness to combine them. We are confident with a "can-do" attitude and bring the best food to everyone. Also, we will listen to everyone's suggestions to improve and satisfy everyone's needs.

CREATIVE SAFETY

Tone & Voice

These characteristics help in characterizing our speech and provide creators using the Call Me Chef voice with a point of reference.

Our voice is But is not

Friendly Casual

Copy should feel relaxed and conversational, but not casual in a bad way.

Warm and Pleasant Perfunctory

We are loving and caring while avoiding platitudes or overly friendly language.

Considerate Uncompassionate

We are considerate of every customer regardless of their background or situation. We are open and understanding, not distant or removed

Tagline

Our tagline communicates Call Me Chef's goal to provide customers with a pleasant atmosphere, comfortable and safe conditions. Everyone can enjoy good food and free time here.

Character

Wearing a chef hat man and have Le Cordon Bleu

Typeface

Concept

Call Me Chef's primary logo is a wordmark and character icon. The main lettering style has an elegant and modern logo vibe, and the character icon is wearing a chef hat man and have Le Cordon Bleu, and wearing shades is represent confidence in his own cooking.

Primary Logo Logo Color Varlations

The vertical lockup is Call Me Chef's primary logo which should be used in most instances. This is the main logo that will be used across.

This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Call Me Chef's storefront, products, web presence, ads, and other materials, and enhances the professionalism of the brand.

The success of the brand depends on the logo being respected and attention in every application in accordance with these rules.

Variants - Secondary Logo

Call Me Chef's secondary badges can be used in replace of the primary logo (but should never be used directly next to the primary logo). For instance, don't use a horizontal or Icon logo as the profile picture if the primary logo is used for the header - it looks repetitive and isn't a good use of the brand elements.

The monogram symbol can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the monogram could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.

Clear Space

A - Vertical

B - Horizontal

Always provide a minimal amount of space around the logo to ensure legibility. This area sep arates the mark from any competing graphic components, such as body copy or other logos, that might compete with the mark, clutter it, or decrease its impact.

Always provide a minimal amount of space around the logo to ensure legibility. This area separates the mark from any competing graphic components, such as body copy or other logos, that might compete with the mark, clutter it, or decrease its impact.

The minimum clear space is defined as the height of the letter "M".

As the logo is proportionally scaled, this minimal space.

Background Color Usage

The logo will mostly be used in brown tones or white backgrounds but can also be used on top of any colors from our palette. Whenever possible, the logo should appear in its full-color version.

Image Background

There are several ways to use a logo on a photographic background, but each option should be used sparingly to ensure that the logo and type are not obscured by the image.

Applying a darker transparent overlay on an image helps makes the text more readable

Use a white wordmark on a similar color image

Avoid busy images with words and too much detail

Avoid similar color images with the logo

Logo Misuset

It is important that the appearance of the logo is consistent. The logo should not be interpreted, modified or added. Do not attempt to change the logo in any way. Its orientation, color, and composition should be consistent with the instructions in this document, without exception.

1. Do not crop the logo 2. Do not distort or warp the logo in any way 3. Do not apply a gradient or change the color of the icon or wordmark

4. Do not drop shadows or apply any other effects 5. Do not change the transparency of the logo

6. Do not change the typeface or manipulate the wordmark and icon

7. Do not add unofficial graphics to the logo 8. Do not rotate any part of the logo 9. Do not resize any part of the logo

COLOR & TYPOGRAPHY

Color Palette

Our color palette consists of brown tone and White. Relax and fresh of our brand. Brown represents reliability, think of a strong and tall tree, it can be let people depended and provide the relax place to us, and white represents calmness in our brand.

White

CMYK 0｜0｜0｜0 RGB 255｜255｜255 HEXColor #FFFFFF

Chocolate

CMYK 55｜65｜80｜14 RGB 125｜91｜62 HEXColor #7DB3E

Sand

CMYK 24｜32｜41｜0 RGB 203｜177｜149 HEXColor #CBB195

Grain White

CMYK 7｜12｜16｜0 RGB 239｜227｜214 HEXColor #EFE3D6

Caramel

CMYK 35｜51｜74｜0 RGB 179｜134｜79 HEXColor #B3864F

VISUAL ELEMENTS

Patterns

Pattern is use the shades and beard illustrations to create, while reinforcing our brand in an eye-catching and stylish way. The pattern can be used to liven up tableware and business card.

Patterns Usage

The pattern can be cropped for use, but should always be scaled proportionally. The logo should not be applied directly to the pattern When the logo is applied to the pattern background, the badge should be used. The logo should be visually centered, at 70% of the width of the container, to ensure that the sign being accessed has room to breathe. The container can only be pure white or brown tones.

The detail line flowers patterns can carry out the natural vibes of the brand. It can be used vertically or horizontally but only when you need to contain text in the layout, such as menu. Detail Line Flowers - 2

Detail Line Flowers - 1

Photography

Photography should be authentic and warm, eager for deliciousness, sensory customization, and can share the joy of food with everyone.

Signage

Plates