1
Visual Standards Guide
2
Gourmet
Visual Standards Guide
3
Visual Standards Guide
4
Gourmet
Visual Standards Guide
5
6
Gourmet
Visual Standards Guide
Table of Contents
2
Brand Overview
10
Logo Standards
5
Brand Introduction
13
Our New Logo
7
Mission Statement
14
Logo Anatomy
20
Clear Space
22
Logo Sizing
24
Logo Variations
26
Incorrect Use
7
28
Visual System
36
Brand Extensions
30
Color Standards
38
The Chart
32
Typography
42
Future Extensions
34
Business System
2
Gourmet
Visual Standards Guide
3
Visual Standards Guide
Brand Overview Brand Introduction Mission Statement
4
Gourmet
Visual Standards Guide
5
Brand Introduction
By the end of the 1980s, Gourmet started focussing on American regional cooking, and Italian food, and tried to catch up to life around them by offering simplified menus and shorter articles because while people liked to read about good food, even Gourmet readers had less time to spend at it. In 1999, Ruth Reichl was appointed chief editor. In 2009, Condé Nast kills Gourmet Magazine, and the last issue was November 2009.
Brand Overview
Gourmet Magazine (1940 to 2009) was an American food magazine. Gourmet Magazine treated food as a part of culture. Though it carried recipes, it was not a recipe magazine. Instead, it was more of an “aspirational lifestyle” magazine, known for its long, leisurely articles of which food might be the focus, or, it might be just a pretext for the article, which veered off in other directions. The early years of the magazine would focus on French cooking as well as eastern American food. It also tied with travel closely, and the travel pieces covered what was happening now in other places. MacAusland’s widow sold Gourmet in 1983 to Condé Nast, and Jane Montant became chief editor of the magazine from that time.
6
Gourmet
Visual Standards Guide
7
Our mission is to help people gain more knowledge about different cultures.
8
Gourmet
Visual Standards Guide
“It’s about cultures; they widen the dimensions of the present, they vanquish the walls of the narrow perception. They make you look forward to experiencing a new life that is full of unusual things.” —Noha Alaa El-Din
9
10
Gourmet ZHANG // Visual WANNING 04822191 Standards GuideGR 604 02 The Nature of Identity
11
Visual Standards Guide
Logo Standards Our New Logo Logo Anatomy Clear Space Logo Sizing Logo Variations Incorrect Use
12
Gourmet
Visual Standards Guide
Our New Logo
According to the key words and our new mission, we are going to create a welcoming, delightful and friendly feeling in our logo. The icon looks like a combination of condensed modern typeface and transitional typeface which can use to present the combination of different cultures and eras. For the logotype, we used the Apertura as the model to create a logotype with contrast.
13
Logo Standards
14
Gourmet
Visual Standards Guide
Logo Anatomy
Signature
Icon
Wordmark
This is the standard version of logo. It is the combination of the icon and full-name wordmark.
15
Icon
Logo Standards
Our final logo is an icon. The high contrast between thick and thin parts, curves and right angles are used to represent cultural differences. We combined those high contrast elements harmoniously to show that different cultures can be connected. At the same time, we want to give our customers a welcomed and friendly feeling.
16
Gourmet
Visual Standards Guide
X
8X
X
.5X
X 3X
7.5X
17X
X
9.5X
X
X 10X
Look at the anatomy of our logo, we can make sure it is balanced. The X was used to determine other length and width of other parts.
17
6.5X
Logo Standards
3X 6.5X
6.5X
18
Gourmet
Visual Standards Guide
Wordmark
We used Apertura as the model of our wordmark and change some features of this typeface to connect with our icon.
19
27.5X X
X
X
X
The X we measured in wordmark is same as the X in our icon before.
Logo Standards
4X
20
Gourmet
Visual Standards Guide
Clear Space
X
The clear space is marked in grey. It means nothing should be put in the grey area around the signature, icon or wordmark.
X
X
X
X
X
X
X
X
21
X
10X
X
Logo Standards
6X
X
26.5X 3X X
3X
X
22
Gourmet
Visual Standards Guide
Logo Sizing
The following chart is showing the minimum sizes of the logo to help our new logo keep the readability. It important to use the proper size of logo.
23
Signature
Wordmark
Logo Standards
1inches (Height)
Icon
0.75inches (height)
0.25inches (height) Don’t print it when the vertical space less than 0.25inches height.
24
Gourmet
Visual Standards Guide
Logo Variations Signature Signature should be used in most situations. Do not use it when the vertical space is less than 0.75 inches.
25
Logo Standards
Icon When the horizontal space is less than 1.25 inches please choose to use icon. Don’t use it when horizontal space less than 0.5 inches.
Wordmark Wordmark can be used when the vertical space between 0.25-0.75 inches. Don’t use it when the height less than 0.25 inches.
26
Gourmet
Visual Standards Guide
Incorrect Use
For Gourmet to be properly presented, please ensure correct and consistent signature use in every application. Below are unacceptable ways of using our logo. Please do avoid placing logo in these ways.
Do Not change the position of the wordmark or the icon.
27
Do Not reverse colors.
Do Not use drop shadows.
Do Not stretch.
Do Not change the wordmark.
Do Not rotate.
GOURMET
Do Not use other colors.
Do Not place other elements on logo.
Logo Standards
Do Not outline.
28
Gourmet ZHANG // Visual WANNING 04822191 Standards GuideGR 604 02 The Nature of Identity
29
Visual Standards Guide
Visual System Color Standards Typography
30
Gourmet
Visual Standards Guide
Color Standards
Main Colors Color palette of our new logo.
PANTONE 166 C C 0 M 80 Y 95 K 0 R 234 G 85 B 20
PANTONE Neutral Black C C 0 M 0 Y 0 K 100 R 34 G 24 B 21
31
Secondary Colors Visual System
These colors are used on other elements, such as supported simple graphics or head lines, rule lines.
PANTONE 7579 C C 0 M 72 Y 84 K 0 R 236 G 104 B 44
PANTONE 7409 C C 0 M 45 Y 90 K 0 R 245 G 162 B 28
PANTONE Cool Gary 5 C C 0 M 0 Y 0 K 40 R 181 G 181 B 182
32
Gourmet
Visual Standards Guide
Typography
The typography chose for new Gourmet is Apertura, which will be used in titles, headings, display or quotes larger than body text.
GOURMET Apertura
Apertura is a rounded geometric sans serif referencing the geometrics of the mid 20th century but with a humanistic twist. Because Apertura takes liberties from the strict modernist geometries found in other round types, it is useful in body copy as well as titling. Apertura is both neutral and unique, a useful quality for work where the type needs to be interesting and new without stea-ling the show. Apertura features advanced OpenType features such as small caps and old style figures as well as an alternate ‘a’ that changes everything.
33
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Apertura Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Apertura Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Apertura Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Visual System
Apertura Regular
34
Gourmet
Visual Standards Guide
Business System
35
Visual System
36
Gourmet ZHANG // Visual WANNING 04822191 Standards GuideGR 604 02 The Nature of Identity
37
To reach our new mission, we are going to extend our business in different ways. We will provide a various of services, events, products in the future. Visual Standards Guide
Future Extensions Our New Vision Our Future Prospects
38
Gourmet
Visual Standards Guide
Our New Vision
Based on our new mission: help people gain more knowledge about different cultures. Our brand extensions will mainly contain several parts, which are create, relax, and educate in personal, local and international perspective. There will be specific extensions under each categories to achieve our mission.
39
40
Gourmet
Visual Standards Guide
Here are our 18 brand extensions in the future. Each of them are going to focus on different area, but reinforce the same mission of Gourmet.
Code
Name
Code
Products
Name
Education
CP.01
Gourmet App
CP.02
Gourmet Workshop
LP.01
Gourmet Game
LI.03
Gourmet School
LI.01
Gourmet Map
Events
Environments EI.01
Gourmet Restaurant
EI.03
Gourmet Festival
LI.02
Gourmet Market
LL.01
Gourmet Exhibition
LL.04
Gourmet City Library
CL.01
Gourmet Meals
Experience
Services
EL.01
Gourmet Street Hunting
EI.02
Gourmet Program
EL.02
Gourmet Community
EL.03
Gourmet International
LI.04
Gourmet Camp
LP.02
Gourmet Consultation
EP.01
Gourmet Holiday
41
Create, learn and enjoy are three keywords we focus on our extensions. Customers will explore different culture by creating, enjoying and learning.
Future Extensions
International
Local
Create
EI.01 EI.02
CL.01
EL.01 CP.01 CP.02
EP.01
Personal LP.01 LP.02
LL.01
LL.02
LI.04 LI.03
LI.01
Learn
LI.02
EL.02 EL.03
EI.03
Enjoy
42
Gourmet
Visual Standards Guide
Our Future Prospects Products
CP.01 Gourmet App A Platform for people to record their life through the food they eat every day. Gourmet App is an application to help food lovers to record their life through food they eat everyday. They can follow each other to know more about their life, and the daily food they are having in their country. Gourmet App reinforces our mission of spreading cultural knowledge by showing the lives of people with different cultural backgrounds through their daily food.
Category Products
Links to Local Life Experience
Similar to Instagram
Differentiators Using food as media to record your life and build connection between people with different cultural background.
43
LI.01 Gourmet Map
A board game helps kids to recognize food, table manners, special ingredients from all over the world.
A world map with gourmet in different countries.
Gourmet Game is a game designed for kids to know
gourmet all over the world. On the map, we are going
more about food culture of different countries. It would be
to mark food of different places for you. It would be con-
a good way for children to learn cultural knowledges by
venient for you if you are going to explore the city.
playing board games of food.
Gourmet map is designed for people who want to explore
Gourmet Map reinforces our mission of spreading cultural
Gourmet Game reinforces our mission of spreading cultural
knowledge by marking out popular local food establish-
knowledge by helping children recognize different ingredi-
ments in different countries on a map for foodies.
ents from all over the world.
Category Products
Links to Food Market
Similar to Monopoly
Differentiators Our game is more about food, culture.
Category Products
Links to Travel Program
Similar to World Map
Differentiators We are going to mark gourmet around the world on the map for food lovers to use while they travel.
Future Extensions
LP.01 Gourmet Game
44
Gourmet
Visual Standards Guide
45
Education
LI.03 Gourmet School
A place for people who already have cooking skills to learn to make dishes from other countries.
A place for people to learn languages through some cultural movies, TV series.
The workshop offers chances for people to learn how to
Description
cook dishes from different countries. The program would
Our language training school is going to teach students
be divided into different groups depends on different
languages by watching food documents, movies or TV
cultures. The tutorial workshop will be held weekly, and
series of countries. In this way, they can learn how to com-
each week we are going to have different topics in each
municate with others and get a general understanding of
cultural background.
how people live in that country.
Gourmet Workshop reinforces our mission of exploring cul-
Gourmet School reinforces our mission of helping people
tures by learning to make food from other countries.
gain more knowledge about different cultures by learning languages with an interesting way.
Category Education
Category
Links to
Services
Food Market Gourmet Restaurant
Similar to Cooking classes
Differentiators We are not teaching basic cooking skills. We teach cooking dishes that required some skills.
Similar to Berlitz
Differentiators We teach language through movies or TV series related to local culture.
Future Extensions
CP.02 Gourmet Workshop
46
Gourmet
Visual Standards Guide
Environments
EI.01 Gourmet Restaurant
LI.02 Gourmet Market
A place for people to listen to lectures, watch videos of food culture while having food.
A Market provide all the seasonal ingredients from all over the world.
Gourmet Restaurant will have different menus each week
We are not only selling organic, healthy foods, but also
depends on the content of lectures or videos. It offers
ingredients and recipes from all over the world. That
customers a chance to know more about each dish they
will make it convenient for those who like to explore
are having. They can enjoy food and gain more knowledge
dishes from other countries. In our market, we also give
about different cultures at the same time.
you some small tips of dealing with ingredients from
Gourmet Restaurant reinforces our mission of teaching
other part of the world.
about cultures by offering lectures or videos about different
Gourmet Market reinforces our mission of exploring cul-
cultures that people can enjoy while they are having meals.
tures by providing people gradients from all over the world.
Category
Category
Environment
Environment
Links to
Links to
Gourmet App
Gourmet Restaurant
Gourmet Tutorial Workshop
Gourmet Tutorial Workshop
Similar to
Similar to
Other lectures about cultures or regular restaurant.
Safeway, Whole Foods
Differentiators
Differentiators
We offers special menus and food each week during the
We offers ingredients from all over the world.
lecture time.
47
LL.04 Gourmet City Library
Gourmet City Library will be built in different cities around the world. In each city, the library will only contain their own culture knowledge which includes art, literature, films, pop culture etc. It gives culture lovers a convenience to learn about the city when they travel to there. Gourmet City Library reinforces our mission of exploring cultures by building libraries with their local culture in different cities which give people a chance to learn more about a specific city.
Category Environment
Links to Cultural Exhibition
Similar to Library
Differentiators Our library is going to focus on local culture of each city, and through different ways to present to customers.=
Future Extensions
A library only contains the culture of the city it located in.
48
Gourmet
Visual Standards Guide
Events
EI.03 Gourmet Festival
LL.01 Gourmet Exhibition
Enjoy the food of the city where the event is held, and learn about the stories from the chef.
An exhibition of local pop culture served visitors with popular local food.
Annual international food festival could attract gourmet
The exhibition will not only contain cultures in art, music,
enthusiast from all over the world. People can get more
film etc, but also pop culture in different countries. We
knowledge of different cultures through food. Each year
are going to help customers to understand the new trend
we are going to have different city to hold the festival.
in generation. During the exhibition period we are going
Therefore, it is also a good chance for those food lovers to
to offer popular food in the city.
travel to a new place and get some local food.
Gourmet Exhibition reinforces our mission of spreading
Gourmet Festival reinforces our mission of helping people
cultural knowledge by showing people the new trends
gain more knowledge about local cultures by showing
and pop culture in each country now.
tableware, foods and ingredients of different countries.
Category Category
Events
Events
Similar to
Links to
Cultural exhibition
Food Market
Differentiators
Similar to
We are also focusing on the new trend today. There are
Other local food festival
various of culture in the exhibition.
Differentiators We are going to focus on those special ingredients in that city, and also the history or story of it.
49
CL.01 Gourmet Meals
Gourmet meals is an event give people an opportunity to exchange their stories. They are going to make dishes which can remind them of some memories, and bring them to the event share with others. In this way, they can enjoy food together, but also reach out the purpose of culture exchanging. Gourmet Meals reinforces our mission of spreading cultural knowledge by allowing people to exchange stories of dishes they make in their community regularly.
Category Experience
Links to Local Life Experience
Similar to Story-sharing activities
Differentiators We are sharing stories through food that you made and focus more on cooking dishes that others are not so familiar with.
Future Extensions
An event for people live in same community to share their cultures through making food and eat together.
50
Gourmet
Visual Standards Guide
Experience
EL.01 Gourmet Street Hunting
EL.02 Gourmet Community
A activity for tourists who want to explore local food with the local ingredients.
A activity for tourists who want to get a close understanding of local ordinary family life.
This activity is for those travelers who love food, and want
This activity is for those travelers who are curious about
to try the local ingredients. They are going to explore
local people’s life. We are going to offer them a chance
menus of several local restaurants and trying to find one
to live with local families for several days. In this way, they
of the real local foods. When they get the right option,
can get a close understanding of how local people eat,
they will be allowed to visit the kitchen of the restaurant
entertain and celebrate festivals.
to gain more knowledge of food culture.
Gourmet Community reinforces our mission of learning
Gourmet Street Hunting reinforces our mission of teaching
cultures by offering travelers a chance to live with local
about cultures by letting people experience local food
families for several days and participate in local activities.
and ingredients by exploring menus and visiting the back kitchen listening to the story behind each dish.
Category Experiences
Category Experiences
Links to Travel Program
Similar to Other street food hunting held by other travel agency.
Links to Travel Program
Similar to Host family program
Differentiators Our customers are culture lovers, and we are going to
Differentiators
show them how people eat, cook in that country, and
We let customers to explore by themselves first, and then
what are their table manners.
offer them chances to go to the kitchen to communicate with chef.
51
EP.01 Gourmet Holiday
Summer camp for children to learn about cultures in different countries.
Two people in different cities(countries) exchange their house for holiday.
The summer camp is organized for kids during their
Holiday Exchange Program offer people to exchange their
summer break. We are going to offer activities related to
living place for holiday. It is easier to get to know the liv-
art, cooking, sports, special festivals for children to get
ing habits of people from that country than live in a
to know culture in another country.
hotel. It will also provide customers the environment to
Gourmet Camp reinforces our mission of exploring
become familiar with people around there.
cultures by letting kids get to know about culture differ-
Holiday Exchange Program reinforces our mission of
ence through activities related to art, cooking, sports in
exploring cultures by giving travelers a chance to live in a
another country.
local community.
Category
Category
Education
Service
Links to
Links to
Local Life Experience
Travel Program, Local Life Experience
Similar to
Similar to
Summer camp
Booking, Airbnb
Differentiators
Differentiators
We are going to focus on culture difference, and let kid get
It is a home exchange program. Travelers will stay in local
conscious of it.
community, but also save their budget.
Future Extensions
LI.04 Gourmet Camp
52
Gourmet
Visual Standards Guide
Services
EI.02 Gourmet Program
EL.03 Gourmet International
A program make plans for food lovers who want to experience local food.
A service helping people who move to a new country to adopt to their new life.
Gourmet program will focus on those who are interested in
Gourmet International is a service for those people who
food. We are going to make plan for them, and help them
just move to a new country or city. We are going to offer
to experience the local food culture as much as possible.
them local tours, consulting service, and lectures about the
We are offer them some specific activities that we have in
local life, events to help them get to know the new place
that city.
they are going to live in and adopt to their new life there.
Gourmet program reinforces our mission of gaining
Gourmet International reinforces our mission of spreading
cultural knowledge by planning cultural trip for travelers.
cultural knowledge by offering people local tours, events and lectures about local culture to help new residents
Category
adapt to their new surroundings.
Services
Links to
Category
Street Food Hunting
Service
Local Life Experience
Links to
Similar to
Community Meals
Expedia
Gourmet City Library
Differentiators
Similar to
We focus on food trip.
Meetup
Differentiators We are only organize activities for those people who just moved to the city to get to know culture there.
53
LP.02 Gourmet Consultation
Healthy Eating is a consulting service for those people who want to change their eating habits, and live a healthier life. We are going to offer them knowledge of health theories in different countries, make plan for them, and help the reach their goal. Gourmet Consultation reinforces our mission of spreading cultural knowledge by offering people advice on healthy diets based on food culture and health theories in different countries.
Category Service
Links to Food Market
Similar to Nutrition Consulting
Differentiators We are using health theories in different cultures to give our healthy advices to customers.
Future Extensions
A service offer people advices on keeping healthy diet based on different food culture and health theories.
54
Gourmet
Visual Standards Guide
55
EI.01 Environment
Gourmet Restaurant
Links to
Gourmet Restaurant will have different menus each week
Gourmet Tutorial Workshop
depends on the content of lectures or videos. It offers customers a chance to know more about each dish they are having. They can enjoy food and gain more knowledge about different cultures at the same time. Gourmet Restaurant reinforces our mission of teaching about cultures by offering lectures or videos about different cultures that people can enjoy while they are having meals.
Learning cultural knowledge through videos or lectures while have dinner.
Gourmet App
Similar to Other lectures about cultures or regular restaurant.
Differentiators We offers special menus and food each week during the lecture time.
Future Extensions
A place for people to listen to lectures, watch videos of food culture when having food.
56
Gourmet
Visual Standards Guide
In Gourmet restaurant we are going to serve customers with special menus on which dishes are related to the lecture or videos they are going to watch while enjoying the meal.
57
Gourmet restaurant offers different menus every week depends on the theme of the video or lecture.
58
Gourmet
Visual Standards Guide
59
LI.04 Education
Gourmet Camp
Links to
The summer camp is organized for kids during their
Similar to
summer break. We are going to offer activities related to
Summer camp
art, cooking, sports, special festivals for children to get
Differentiators
to know culture in another country. Gourmet Camp reinforces our mission of exploring cultures by letting kids get to know about culture difference through activities related to art, cooking, sports in another country.
National Summer Camp is going to offer kids opportunities to learn musical instrument from another country.
Local Life Experience
We are going to focus on culture difference, and let kid get conscious of it.
Future Extensions
Summer camp for children to learn about cultures in different countries.
60
Gourmet
Visual Standards Guide
They are going to learn how to make foods from other countries in Summer Camp, which will help them to know another country.
61
Future Extensions
In the summer camp, children are going to meet kids with different culture background. They are going to learn together, play together.
62
Gourmet
Visual Standards Guide
63
LL.01 Events
Gourmet Exhibition
Similar to
The exhibition will not only contain cultures in art, music,
Differentiators
film etc, but also pop culture in different countries. We
We are also focusing on the new
are going to help customers to understand the new trend
trend today. There are various of
in generation. During the exhibition period we are going
culture in the exhibition.
to offer popular food in the city. Gourmet Exhibition reinforces our mission of spreading cultural knowledge by showing people the new trends and pop culture in each country now.
Pop-up exhibition is going to held in places with many people, such as shopping malls or city central park. It would be in a temporary pavilion.
Cultural exhibition
Future Extensions
An exhibition of local pop culture served visitors with popular local food.
64
Gourmet
Visual Standards Guide
Our cultural exhibition will contain many themes of popular cultures in the city. Those themes are new trends in the new generation. It might be art, fashion, or technology.
65
66
Gourmet
Visual Standards Guide
67
Future Extensions
Cultural exhibition will also including some temporary art from the world.
68
Gourmet
Visual Standards Guide
EL.02 Experience
Gourmet Community
An activity for tourists who want to get a close understanding of local ordinary family life.
Links to
This activity is for those travelers who are curious about
Similar to
local people’s life. We are going to offer them a chance
Host family program
to live with local families for several days. In this way, they
Differentiators
can get a close understanding of how local people eat, entertain and celebrate festivals.
Travel Program
Our customers are culture lovers, and we are going to show them how
Gourmet Community reinforces our mission of learning
people eat, cook in that country, and
cultures by offering travelers a chance to live with local
what are their table manners.
families for several days and participate in local activities.
Local Life Experience offer travelers a chance to live with local families, and learn about their food culture.
69
70
Gourmet
Visual Standards Guide
71
Future Extensions
Communicate with people who raised there, and listen to their stories.
72
Gourmet
Visual Standards Guide
They might have opportunities to participate in some local activities. It is another way to learn about culture by enjoying local festivals.
73
74
Gourmet
Visual Standards Guide
Users can record their life through food on it, and share to their friends all over the world. It a way to connect with people from other countries.
75
CP.01 Products
Gourmet App
Gourmet App is an application to help food lovers to record their life through food they eat everyday. They can follow each other to know more about their life, and the daily food they are having in their country. Gourmet App reinforces our mission of spreading cultural knowledge by showing the lives of people with different cultural backgrounds through their daily food.
Links to Local Life Experience
Similar to Instagram
Differentiators Using food as media to record your life and build connection between people with different cultural background.
Future Extensions
A Platform for people to record their life through the food they eat every day.
76
Gourmet
Visual Standards Guide
It’s a worldwide app. No matter where you are, you can use it to share your life.
77
It’s also a platform for people to communicate on it. They can chat, take photos and learn cultural difference through others’ post.
78
Gourmet
Visual Standards Guide
Each week, we are going to have one person to cook for the community.
CL.01 Experience
Gourmet Meals
An event for people live in same community to share their cultures through making food and eat together. Gourmet meals is an event give people an opportunity to exchange their stories. They are going to make dishes which can remind them of some memories, and bring them to the event share with others. In this way, they can enjoy food together, but also reach out the purpose of culture exchanging. Gourmet Meals reinforces our mission of spreading cultural knowledge by allowing people to exchange stories of dishes they make in their community regularly.
Links to Local Life Experience
Similar to Story-sharing activities
Differentiators We are sharing stories through food that you made and focus more on cooking dishes that others are not so familiar with.
79
80
Gourmet
Visual Standards Guide
They are going to make dishes by themselves, and bring them to the event share with others. Sharing stories of themselves is also a part of the event.
81
In the activity, people will bring the food they prepared from home.
82
Gourmet
Visual Standards Guide
83
At the Gourmet Festival, we are offering food from all over the world. They can learn different food culture when having fun.
EI.03 Events
Gourmet Festival
Links to
Annual international food festival could attract gourmet
Similar to
enthusiast from all over the world. People can get more
Other local food festival
knowledge of different cultures through food. Each year
Differentiators
we are going to have different city to hold the festival. Therefore, it is also a good chance for those food lovers to travel to a new place and get some local food. Gourmet Festival reinforces our mission of helping people gain more knowledge about local cultures by showing tableware, foods and ingredients of different countries.
Food Market
We are going to focus on those special ingredients in that city, and also the history or story of it.
Future Extensions
Enjoy the food of the city where the event is held, and learn about the stories from the chef.
84
Gourmet
Visual Standards Guide
In different area, we are going to use decorations of that country for customers to explore foreign culture from another side.
85
Ingredients from another country is also another thing we focus on. They can try it, taste it and learn how to use it.
86
Gourmet
Visual Standards Guide
87
CP.02 Education
Gourmet Workshop
Links to
The workshop offers chances for people to learn how to
Gourmet Restaurant
cook dishes from different countries. The program would be divided into different groups depends on different cultures. The tutorial workshop will be held weekly, and
Food Market
Similar to Cooking classes
each week we are going to have different topics in each
Differentiators
cultural background.
We are not teaching basic cooking
Gourmet Workshop reinforces our mission of exploring cultures by learning to make food from other countries.
In order to create a good learning environment for our customers, we have different topics in workshop every week, and our chefs are from different countries.
skills. We teach cooking dishes that required some skills.
Future Extensions
A place for people who already have cooking skills to learn to make dishes from other countries.
88
Gourmet
Visual Standards Guide
In our workshop, we are having food lovers who already have basic cooking skills from different cultural background. It’s a place to learn, but also a place to communicate.
89
Future Extensions
We provide opportunities to learn to cook dishes from other country.
90
Gourmet
Visual Standards Guide
Although we have marked restaurant we recommend in it, you can also find some more new places and write down them.
LI.01 Products
Gourmet Map
A world map with gourmet in different countries. Gourmet map is designed for people who want to explore gourmet all over the world. On the map, we are going to mark food of different places for you. It would be convenient for you if you are going to explore the city. Gourmet Map reinforces our mission of spreading cultural knowledge by marking out popular local food establishments in different countries on a map for foodies.
Links to Travel Program
Similar to World Map
Differentiators We are going to mark gourmet around the world on the map for food lovers to use while they travel.
91
92
Gourmet
Visual Standards Guide
Gourmet Map marked delicious foods for foodies to explore. Each city has different guide map.
93
It’s easy to carry when you are in a trip. You can check it out easily in your journey.
94
Gourmet
Visual Standards Guide
This book is a student project for education purpose, and it is not used to represent Gourmet.
Designer
Wanning Zhang
Instructor
Hunter Wimmer
Class
Nature of Identity | 2020 Spring
School
Academy of Art University
95
96
Gourmet
Visual Standards Guide