This document provides branding guidelines for Best Shawarma. It includes: - Details on the Best Shawarma logo, including acceptable variations for different backgrounds. - Specifications for the brand's color palette and acceptable usage. - Information on the primary and secondary typefaces to be used for headlines and body text. - Additional branding elements that can be used to support the visual identity such as the "juicy" underline.

1. Brand Standards Guidelines
Summer 2018

3. Note that we do not claim the rights to the images used in this document;
they are strictly for presentation purposes and the appropriate rights should be
attributed to their respective owners.

4. This is a guide to the basic elements that
make up Best Shawarma. Have a read, it will
help ensure a consistent global presentation
of the Best Shawarma identity, which is
critical to the success of our brand.
BS. - The Brand
The Visual Identity
Our Color Palette
Our Brand Typeface
Secondary brand elements
Photography Usage Guidelines
06
08
28
31
33
41
Packaging Branding
Branded wearables
Corporate Stationeries
Other Branded Materials
In Summary
47
53
60
63
68
04

5. Brand
Introduction
A brief bio on the brand -
Best Shawarma, also referred to as
BS. - the brand acronym.

6. BS. - The Brand
Best Shawarma Co. is a Shawarma delivery
shop located in Toronto that provides high
quality, healthy and rich Shawarma wraps
delivered to your doorsteps. Best Shawarma
(B.S.) plans to serve/deliver only on Saturdays
and Sundays as a pilot standard of practice
to effectively capture the juicy desires and
appetite needs of our customers while
embracing the company/industry culture.
B.S. The Best Shawarma Co. slogan is
“Juicy B.S.” which can be dynamically used
for marketing & publication purposes e.g.
‘The most Juicy B.S. ever!’.
Best Shawarma Co. (also known as B.S.) - as
unique as the name sounds, and an acronym
synonymous to the urban use - B.S, has been
carved out of a groaning niche desire for a
fusion of food artistry and culinary fulfill-
ments established with the aim of remaining
relevant in its existing marketplace.
B.S. supports healthy living with a core focus
on nutrients, quality-control ingredients and
a choice for customers to pick and build.
Our Mission Statement is...
To serve high quality, healthy & rich Shawar-
ma wraps, to be delivered effectively to the
request of our customers. To ensure we satisfy
the groaning desire for culinary fusion, with
the aim of remaining relevant as a leader in
today’s marketplace.
Our Vision is...
To be dynamically innovative & original in
creating a unique blend of ingredients; for
rich & healthy culinary recipes- with high
quality, in order to remain relevant as a
leader in today’s marketplace.
Target Market
Our target market is to “Humanity” and to be
equally privileged to feed a ballpark percent-
age of the world’s population.
06

7. Our Logo
and Wordmark
The rationale behind our logo, the
different variations of the logo
and usage guidelines.

8. The
Visual Identity
Our visual identity comprises primarily of the
full BS. logo shown in the figure to the right.
This entity - the full logo, is our first and most
important ambassador anywhere and every-
where. The secondary representative
elements are discussed further in this
manual..
The BS. Logo as a whole also comprises of two
independent/separable parts:
The BS. Symbol, and
The Best Shawarma wordmark.
We advise the full logo not be used when the
space on which the logo is to be pasted is
congested in terms of the presence of foreign
elements or the amount of clearspace availa-
ble.. Therefore, if one of the two parts must be
used without the other, the orientation of the
space must be taken into consideration. More
specifically, the BS. Symbol alone should only
be used on a portrait-oriented space while
the wordmark alone must only be used on a
landscape -oriented space.
TheBS.Symbol
The Best Shawarma wordmark
08

9. The BS. symbol
The Best Shawarma symbol is custom and
unique to the brand name acronym - BS.
The symbol revolves around the letters BS
and is a graphical representation of a Sha-
warma wrap. The letters, stacked tightly on
top of each other, are made to look fat, sump-
tuous and juicy; giving anybody an idea of
the kind of Shawarma to expect from BS. The
symbol effortlessly stimulates the appetite of
a person who happens to just be staring at
the symbol; the next step he or she is taking
from that moment is to order a wrap.
The symbol also has elements of green vege-
tables in it, pointing to the fact that BS. is a
health conscious brand as well as the fact
that freshly grown organic vegetables are
part of the BS. recipe.
The symbol is slightly tilted with the right
side of it aligning closely to the vertical axis.
This should never be altered for any reason
including when the symbol is used alone.
09

10. The
Wordmark
The wordmark is basically our name written
out in our primary headline typeface (see
the typeface section of this manual on page
31) also rotated slightly to the left; this should
not be altered as well in any case.
The wordmark also includes a ‘juicy’ under-
line which is as important as the brand name
in our brand representation; the underline
should never be omitted even when the
wordmark is being used alone
10

11. The full logo therefore is standard and the
relative sizes of the symbol and the word-
mark should never be altered as well as the
relative positions and combined orientation.
To be safe, anyone who is to use the full logo
should only use the EPS or AI file included in
the brand elements archives and should
never try to recreate the whole logo or join
the symbol and wordmark together.
11

12. Full Logo
Clearspace
In order to maintain the visual impact of our
full logo, there needs to be a sufficient
amount of clearspace (allowable space
around the logo) surrounding the full logo
inside of which no foreign elements should
fall within.
Computation
To calculate the exact amount of minimum
space that should surround the full logo, take
the width of the BS. symbol and divide by 2.
Minimum Size
Our logo is flexible in size to accomodate a
variety of demands of use. However, to ensure
readibility and integrity of the full logo, we
have determined a minimum size in which
the full logo should be applied which is at
least 1.4” in height.
2x
x
1.4”
(30.9mm, 88px)
12

13. In order to maintain the visual impact of our
BS. symbol when applied on its own, there
needs to be a sufficient amount of clearspace
surrounding the symbol inside of which no
foreign elements should fall within.
Computation
To calculate the exact amount of minimum
space that should surround the BS. symbol
whenever it is applied on its own, take the
width of the symbol and divide by 2.
Minimum Size
The BS. symbol is flexible in size to accomo-
date a variety of demands of use. However, to
ensure readibility and integrity of the
symbol, we have determined a minimum size
in which the symbol should be applied which
is at least 0.7” in height.
BS. Symbol
Clearspace
2x
x
0.7”
(17.2mm, 49px)
13

14. Wordmark
Clearspace
In order to maintain the visual impact of our
wordmark whenever it is used on its own,
there needs to be a sufficient amount of
clearspace surrounding the wordmark inside
of which no foreign elements should fall
within.
Minimum Size
The wordmark is flexible in size to accomo-
date a variety of demands of use. However, to
ensure readibility and integrity of the word-
mark, we have determined a minimum size in
which the wordmark should be applied
which is at least 1.4” in height.
Computation
To calculate the exact amount of minimum
space that should surround the wordmark,
take the height of the letter ‘S’.
x
x
0.5”
(14mm, 82px)
14

15. Logo
Variants
Our logo will from time to time be used on
backgrounds other than the most common
background color - White. In such cases, we
have a couple of logo variants that should be
used on specific background colors that are
not white.
It is advised that background colors for any
visual communication medium should be
confined to our brand colors (see the color
section of this manual on page 28). There are
dark and light colors to choose from and
then there are corresponding logo variants
for these dark and light backgrounds.
Our most preferred background color is the
BS. Red but we understand that when Red
covers a considerable amount of space area
like large banners, it could have negative
impact on the audience’ eyes, so our second
most preferred background is then white.
The following pages showcase the different
logo variants on their respective back-
grounds; at the bottom of the pages are notes
on the distinctive properties of the logo
variants. Be sure to pay attention to them.
15

16. Full logo_B, Red background
Symbol stays the same with White wordmark
(Juicy underline stays BS. Gold)

17. Full logo_A (Primary logo variant), White background
Symbol stays the same with Dark Green wordmark
(Juicy underline stays BS. Gold)

18. Full logo_C, BS. Gold Background
Symbol stays the same with Dark Green wordmark
Juicy underline changes to Red

19. Full logo_B, Dark Green background
As it were on the Red background

20. Full logo_C, Lime Green Background
As it were on the BS. Gold background

21. Full logo_A, Green Background
As it were on the White background

22. Full logo_B, Orange Background
As it were on the Red background

23. Full logo_D (Monochrome), Black/dark Backgrounds
Symbol outline has been omitted in this variant leaving only the inner fill
When design theme is not black and white, this logo variant should be used
only on dark backgrounds in BS. Gold

24. Full logo_E (Monochrome), White/light Backgrounds
Symbol fill has been omitted in this variant leaving only the outline
When design theme is not black and white, this logo variant should be used
only on light backgrounds in Orange

25. Full logo_B, Photo Background with slight dark overlay to provide contrast
As it were on the Red background

26. Bad Logo
Applications
The guidelines in this manual have been
developed to help with the correct and
consistent use of all the elements of the BS.
identity. This page illustrates many common
errors to watch for and avoid, such as alter-
ing the logo’s typography, modifying the
graphic design, changing the brand colours,
and placing the logo on backgrounds that
interfere with its visibility.
Do not apply the logo in any other color
other than the BS. brand colors.
Do not alter proportions.
Do not omit the ‘juicy’ underline.
Do not alter the wordmark typeface, not even
to our secondary brand typeface.
Do not place the logo on a patterned back-
ground, not even on our brand pattern.
Do not redraw or recreate the logo or any of
its elements.
Do not apply any graphic effects on the logo
such as drop shadow, etc.
Do not make the logo transparent.
26

27. Our Colors
The colors that make up
part of our visual identity and
their specifictions.

28. Our
Color Palette
Color is an integral part of the BS. brand
identity. Our primary colors are found in the
BS. Logo symbol and are properly defined on
this page.
These Primary colors are to be used extensive-
ly as they are rich, vibrant and represent all
that we stand for as a brand. The colors are
arranged in order of preference with the most
preferred color to the right.
BS. Red
Hex: #EF2917
RGB: 239/41/23
CMYK: 0/82/90/6
Pantone: Bright Red C
BS. Gold
Hex: #FFAE03
RGB: 255/174/3
CMYK: 0/31/98/0
Pantone: 137 C
BS. Dark Green
Hex: #033321
RGB: 3/51/33
CMYK: 94/0/35/80
Pantone: 627 C
BS. Green
Hex: #72B01D
RGB: 114/176/29
CMYK: 35/0/83/30
Pantone: 369 C
28

29. Secondary
Color Palette
The secondary color palette was created to
support the primary colors on visual commu-
nication materials. These colors are defined
on this page.
These secondary colors are to be used spar-
ingly and not as extensively as the primary
colors. The colors are arranged in order of
preference with the most preferred color to
the right.
Orange
Hex: #FB6107
RGB: 251/97/7
CMYK: 0/76/100/0
Pantone: 165 C
Lime Green
Hex: #C6F91F
RGB: 198/249/31
CMYK: 27/0/100/0
Pantone: 381 C
Yellow
Hex: #F1D302
RGB: 241/211/2
CMYK: 7/12/100/0
Pantone: 3945 C
Light Grey
Hex: #C7D6D5
RGB: 199/214/213
CMYK: 21/8/14/0
Pantone: 552 C
Black
Hex: #000000
RGB: 0/0/0
CMYK: 75/68/67/90
Pantone: Black 6 C
Mahogany
Hex: #BB4D00
RGB: 187/77/0
CMYK: 20/80/100/10
Pantone: 167 C
Deep Red
Hex: #A31621
RGB: 163/22/33
CMYK: 24/100/98/19
Pantone: 704 C
Brown
Hex: #590004
RGB: 89/0/4
CMYK: 38/95/86/60
Pantone: 1545 C
29

30. Our Brand
Typeface
Our official brand typeface(s) and
typography guidelines

31. Headline Typeface
It’s all about giving us an ownable brand
presence as we communicate both outwardly
and to ourselves. Part of that brand presence
is the font chosen to display our written
words.
Our primary typeface is ‘Well Bred’, a seem-
ingly handwritten font that is modern, clean
and legible. Thus, Well Bred represents our
brand as casual, friendly and approachable.
Well Bred comes in only one weight which is
sufficient to serve as our major and domi-
nant typeface.
Well Bred, being our primary typeface should
be applied in headline texts and short
copies/payoffs on visual communication
materials. In cases where the copy or head-
line is short and on its own, i.e without body
text or subtext, the text can be tilted and/or
rotated - similar to the wordmark on our full
logo.
We recommend that you completely avoid
applying our primary typeface in all caps as
that would not represent the BS. brand well.
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
( . , : ; ? ! £ $ & @ * ) 0 1 2 3 4 5 6 7 8 9
Bb
*Skewed upwards and rotated
slightly counter-clockwise
31

32. Body
Text Typeface
Our Secondary typeface is
‘Robaga Rounded Light’, a Sans Serif font
that is modern, rounded, clean and legible.
Thus, Robaga Rounded Light represents our
brand as casual, friendly and approachable.
Well Bred comes in a full family of various
weights and styles, but we recommend using
the light weight for displaying body text.
However, the bold weight can be applied on
words that are meant to be emphasized.
Well Bred, being our secondary typeface
should only be applied in body texts and
long body copies on visual communication
materials. We also recommend increasing the
leading (line spacing) sufficiently but not too
spaced apart
We strongly advise that you allow enough
breathing space between the headline text
and the body text on all communication
materials; as much space as the available
working area can allow. Also, always make
sure the body text font size is, at most, halfthe
font size of the headline text for proper
typography contrast.
We recommend that you completely avoid
applying our secondary typeface in all caps
as that would not represent the
BS. brand well.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
Bb
32

33. Secondary
Brand ELements
Other brand elements that support
the logo, color and typeface in
representing the BS. brand

34. The
‘Juicy’ Underline
Just line in the wordmark of our logo, we
recommend applying the ‘juicy’ underline
(shown in the figure below) underneath short
headline texts and short headline copies.
The ‘Juicy’ Underline is essentially a single
brush stroke that looks like a singular splash
or drip of juice onto a flash surface. We frown
against using a redrawn or recreated version
of this element; always make sure you use
the vector EPS or AI file of the stroke, in an
appropriate color, resizing and/or
rotating to fit.
34

35. The
BS. Pattern
There would be cases where some of our
design materials would not need text content
or even our logo applied on the space. In
such cases, it would not be visually pleasing
to leave the space blank; wether or not the
space is filled with one of our brand colors.
Hence, we have come up with a pattern, which
is essentially the letters in the BS. symbol
extracted, alongside a short brush stroke;
duplicated, mirrored vertically and horizon-
tally, stepped and repeated abroad. You
would not need to recreate the pattern as we
have the EPS and AI vector file formats availa-
ble upon request.
We advise that the pattern be allowed breath-
ing space/margin around the surrounding
edges away from the edge of the canvas. In
other words, avoid cropping the pattern off at
the edges of the working area and make sure
the margin around the pattern is sufficient.
See the pattern in the following pages and
notice the margin surrounding the pattern.
The pattern can be applied in any of our
brand colors, making sure the BS symbols are
in a different color from the tiny brush
strokes.
35

38. BS. Brand Icons
The BS. icons (shown below) provide colourful
graphic elements to complement the BS.
Visual Identity. Designers are free to use this
set of beautiful icons creatively while main-
taining a consistent BS. look.
The icons are recommended to be used exact-
ly as shown here, they can also be rotated to
fit the working area but not skewed or
distorted. However in certain instances, it is
permissable to use these icons in outlined
singular colors as shown in the next page.
38

39. BS. Brand Icons
(Outlined)
39

40. BS. Brand
Imagery
This section discusses how photo-
graphs are to be treated on visual
communication materials

41. Photography
Usage Guidelines
We are also very particular about how
photos should look on any of our visual
communicatiom materials. Whether stock
photos or photos shot by us or your agency.
As from time to time, it may be necessary to
display real life scenarios of our products
and its impact on everyday life.
The following guidelines (adjacent column)
are to be adhered to strictly for the sake of
consistency in our brand perception:
Examples of images that resonate with the
BS. brand personality can be found in the
following pages for visual guidance.
Photos must be well lit and profession-
ally shot.
Images must feel unique as opposed to
generic stock photos seen everywhere.
Always avoid low-res images at all cost.
Finally, we adivise against any kind of
filters over images used in our visual
communication materials. All images
should be in full, original colors.
We recommend that you endeavor, as
much as possible to use exciting
images of people; no dull faces, no dull
environment, no dull colored outfits.
It is very important to tone up the
saturation of the colors of all photos
being used on our visua communica-
tion materials. The color saturation
should be increased to the most ade-
quate value.
41

46. Product
Packaging
Visual guidelines on how our
product should be packaged.

47. Packaging
Branding
We are very particular about how our prod-
uct looks when delivered to our customers.
Hence why we have, in the following pages,
made mockups of our product packaging
which should be adhered to as much as
possible to ensure a consistent brand image
from visual communication to product pack-
aging.
47

48. The Cover.
Logo appears front and back
The Base Wrap.
Pattern wraps round

52. BS. Branded
Clothing Items
This section displays how BS. cloth-
ing items should look to guide the
producers/printers.

53. Branded
Wearables
The essence of this brand manual is to ensure
the consistent look, feel and visual aesthetics
of all visual communication materials as well
as branded objects/items. Hence, all wearable
items that are associated with the brand
should have a consistent design.
The following pages showcase the BS. cloth-
ing items that would most likely be produced.
They are listed on this page as well.
Apron
Face Cap
TShirt
Polo Shirt (front and back)
Mockups of the above listed items are
contained in the following pages.
53

60. Corporate
Stationeries
In the following pages are specifica-
tions on the brand’s stationeries’
branding

61. The Letterhead
Specifications
Paper size:
A4 - 8.27” × 11.69” (210 X 297mm)
Paper weight:
90g/m
Paper texture:
Uncoated white
Print mode:
CMYK
61

62. The Business Card
Specifications
Dimension: 3.5” × 2” (210 X 297mm)
Paper weight: 400g/m
Print mode: CMYK
62

63. Other Branded
Materials
A few other branded items asides
the brand product packaging and
wearables

68. In Summary
Thank you for paying attention to our brand
manual. We care about consistent use of the
elements that make up our visual identity
and we appreciate you sharing our concern.
This manual was prepared for our design
team as well as agencies handling our
brand’s media communications.
68

69. “Best Shawarma’s savor
knows no bounds on every taste bud,
with a unique recipe artistry, styled &
fashioned to create a blend of culture x
lifestyle all in one single B.S. wrap.”

70. © 2018 Best Shawarma Co.