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M

odern TARO STYLE GUIDE November 2013


OUR BRAND

The ceramic spoon is a symbol of who we are. Our promise to serve deliciously fresh desserts at all times.

You may be wondering what is taro? taro is a popular root vegetable found in many traditional Chinese desserts. We want to introduce a part of Chinese food culture and this delicious root to the world. Modern Taro, a cozy and comfy dessert spot to enjoy delicious and heartwarming dishes with a modern twist of new flavors and tastes. Not only do we use only the freshest ingredients that are prepared fresh everyday, we want our customers to have a wonderful and relaxing experience.

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CONTENTS 04 Logo 06 Typography 07 Color Palette 09 Photos 10 Packaging 11 Merchandise

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LOGO

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250px or 1in

There should be enough space between the logo and other elements to fit another “spoon� the same size as in the logo.

The minimum width of the logo is 250px for screen and web uses and 1 inch for print uses.

HOW NOT TO USE THE LOGO

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On a dark background, the font should be in white.

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Do not apply shadows or other effects.

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Do not outline the font.


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Do not place logo on a busy background.

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Do not change the typeface or the “spoon.”

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Do not alter the space between parts of logo or scale the logo unevenly.

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Do not place logo in a shape or colorful backgrounds.

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Do not alter the color of the logo.

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Do not change the logo’s orientation.

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TYPOGRAPHY HELVETICA NEUE CONDENSED BOLD: ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz

Helvetica Neue Condensed Bold should be used for headlines.

HELVETICA NEUE REGULAR: ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz

Helvetica Neue Regular should be used for subheadings and large type.

HELVETICA NEUE LIGHT: ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz

Helvetica Neue Light should be used for body copy.

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COLORS Modern Taro materials should use only these colors.

#D6D7D8 #8F7EAC

#000000

PANTONE 7674C

PANTONE 5463C

This color is used for medium gray backgrounds.

PANTONE 428C #FFFFFF

This color is used for dark backgrounds.

WHITE

Colors for text and headers

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PHOTOS Photos used by Modern Taro should match the personality of Modern Taro by having a fun, relaxing appearance.

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PACKAGING

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TARO Modern

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MERCHANDISE TARO Modern

TARO Modern

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WINNIE ZHONG


Modern Taro