Brand Manual Book

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All organizations have a brand or corporate identity and the way in which it is perceived is often vital to the way in which clients and employees respond to that organization. The key to good brand identity design is the simple communication of the client's public image. Brand should reflect the company, and the products or services that company provides. A good brand identity enables a company to position itself visually in the market alongside its competitors.

My overall task is to create such a brand identity and brand identity program - from the logo through appropriate design applications, such as stationery, menus, napkins, uniforms, web home page and signage. I must choose one of the particular culturally-based themes to reflect the bistro's personality - give it a name and design a brand identity (logo) and set of brand guidelines. It is important to have an idea of how the concept of a particular country and culture will work as a space where people will be spending some time eating and drinking. The brand identity for the chosen bistro must reflect this concept. Each of these bistros should also reflect the area they are located in, basing on my demographic and style research.

Of all the options, I chose British Colonial themed bistro of which will be located in the area of Bangsar, Kuala Lumpur. Designed in Adobe InDesign and Adobe Illustrator, this is the brand identity manual for the bistro, showing a set of consistent and flexible guidelines and rules so that future items can be designed using these guidelines and rules and remain part of a growing consistent brand identity.

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Brand Manual Book

  1. 1. BRAND IDENTITY MANUALVersion 1.02012By: Jessica Anandajoo
  2. 2. 2Welcome.Welcome to The Brontëas brand book.We have created this document as a guidebook and inspiration for anyonewho is writing, designing, or participating in The Brontëas communications.This document contains an outline of the basic elements that conveys ourcompany’s identity and personality.Jessica Anandajoo110022321Ms. Sherina Shahnaz FauziBrand Identity 2712
  3. 3. Contents.IntroductionOur inspiration 5Our objectives 6Our values 7Our brand expression 8How to use manual guidelines 9Our brand elements 10Our logoBrandmark & Logotype 12Typeface 13Brand variations 14Positioning & Clear Space 15Usage 16Color Specifications 17Don’t 18Our ColorPrimary 20Secondary 21Our TypographyOverview 24Primary 25Secondary 27Business ApplicationsLetterhead 29Business Card 30Envelope 32Napkin 34Menu 35Merchandise 38Newsprint Publication &Ambient Advertisement 39Our uniformsOverview 41Waiter 42Waitress 43Chef 44Our Web Home PageOverview 46Our SignageExterior 48Interior 493
  4. 4. Introduction.Our inspirationOur objectivesOur valuesOur brand expressionHow to use manual guidelinesOur brand elements44
  5. 5. Introduction.Our inspirationThe Brontës were a nineteenth-century literary family from England. The sisters, Charlotte(born 21 April 1816), Emily (born 30 July 1818), and Anne (born 17 January 1820), are wellknown as poets and novelists. They originally published their poems and novels under masculinepseudonyms. Charlotte’s Jane Eyre, Emily’s Wuthering Heights, and Anne’s The Tenant ofWildfell Hall and other works were considered as masterpieces of literature.5
  6. 6. Introduction.Our objectivesThe Brontëas is a highly conceptualized bistro that thoroughly reflects the lifestyle in British-Colonial era.The Brontëas inspires you to cherish books, to fancy teas, and to explore the world around youfrom a reading room.The Brontëas, innovatively modified from the surname of the literary sisters to match theactivity of tea-drinking, is expected to be original, creative, educational, and inspiring.6
  7. 7. Introduction.Our valuesThe Brontëas is expected to inspire. We have the spirit to improve life, everyday. This is ourphilosophy.Ourvaluessetourmannersineverythingwedeliverforthebestof ourcustomersandconsumers.Our values should be honesty, educational, and caring.7
  8. 8. Introduction.Our brand expressionEach person is born with an identity. Likewise, The Brontëas needs an identity to achieve theobjectives.Our brand concept celebrates both colonial and contemporary era. Our logo is lovely, ourbehavior is warm, our setting is tropical, our dream is simple and our message is straightforward.We deliver everything with quality.8
  9. 9. Introduction.How to use manual guidelinesOur branding is crucial to The Brontëas experience. The main focus of our identity is playfulsimplicity.We have created this document to help our vendors to communicate our identity in order toachieve our objectives in unity. We need to assure that our brand nourishes a constant lookwherever it is presented. This guide is provided to keep the brand focused.9
  10. 10. Introduction.Our brand elementsOur company’s design uses five main colors that are used throughout the whole design process.These are shades of pastel colors which are developed into a pattern. These color palettesbelow will be further explained later on this book.10
  11. 11. Our logo.Brandmark & LogotypeTypefaceBrand variationsPositioning & Clear SpaceUsageColor SpecificationsDon’t11
  12. 12. Our logo.Brandmark & LogotypeOur corporate logo is made up of two elements:a cup placed above two books which we callour brandmark, and the words ‘The Brontëas’and ‘Reading Chambers’ which we call ourlogotype.12
  13. 13. Our logo.TypefaceOur corporate logo is made up of two typefaces.The name of the bistro ‘The Brontëas’ uses the typeface Janda Happy Day.The tagline of the bistro ‘Reading Chambers’ uses the typeface Cordelina.13
  14. 14. Our logo.Brand VariatonsOur logo has few alternatives of color versionsaccording to which conditions it is applied on.We have created a special versions of our logo(for both symbol and logotype). These diversecolors help our brand feel vibrant and fresh.They will give us the variety we need across allour communications to make them engagingand relevant. These variations of logo will beapplied to the design process of merchandise aswell (see page 38).Notes:1. Corporate version2. Stationery and garment version3. Christmas event version4. Kids version5. Chinese new year event version6. New year event version7. Newsprint publication version8. Envorinment day version14
  15. 15. Our logo.Positioning & Clear SpaceOur logo appears in a fixed relationship. It has an area of minimum clear space around it.Do not let any text or grapics intrude into this space. This will ensure that the logo stands outwherever it appears.15
  16. 16. Our logo.UsageOur logo has few alternatives of sizes accordingto which conditions it is applied on.The minimum size of our logo for usage is 6 cm.Although there is no limit size for maximumusage, there are some simple rules to follow:1. Our logo should be scaled proportionately;2. Our logo should still look adorable andappealing.16
  17. 17. Our logo.Color SpecificationsOur corporate logo is fixed with these pastel colors (see page 10).Note: Pantone® is a registered trademark of Pantone, Inc. The color shown on this page are not intended to visually match the pantone color standards. Please refer to the current edition of the Color Formula Guide.CMYK:12.55/38.82/40.39/0RGB:220/164/144HEX:#dca490PMS:Pantone 500CCMYK:49.8/16.47/33.73/0RGB:133/178/171HEX:#85b2abPMS:Pantone 8281CCMYK:17.65/9.02/57.65/0RGB:214/211/135HEX:#d6d387PMS:Pantone 617CCMYK:18.04/21.96/27.45/0RGB:209/192/178HEX:#d1c0b2PMS:Pantone 401CCMYK:21.96/8.63/15.69/0RGB:198/213/209HEX:#c6d5d1PMS:Pantone 5517C17
  18. 18. Our logo.Don’tTo maintain a unique brand, it is important touse our logo in a consistent way.1. Don’t create new symbol colors2. Don’t apply effects to our logo3. Don’t add a gradient to our logo4. Don’t add a gradient to the background5. Don’t create background patterns6. Don’t change our logo’s orientation7. Don’t scale our logo disproportionately8. Don’t change our logo’s position9. Don’t pair logo and background that are not from the approved combinations18
  19. 19. Our colors.PrimarySecondary19
  20. 20. Our color.PrimaryThese colors are developed for use of brand identity elements.Note: Pantone® is a registered trademark of Pantone, Inc. The color shown on this page are not intended to visually match the pantone color standards. Please refer to the current edition of the Color Formula Guide.CMYK:12.55/38.82/40.39/0RGB:220/164/144HEX:#dca490PMS:Pantone 500CCMYK:49.8/16.47/33.73/0RGB:133/178/171HEX:#85b2abPMS:Pantone 8281CCMYK:17.65/9.02/57.65/0RGB:214/211/135HEX:#d6d387PMS:Pantone 617CCMYK:18.04/21.96/27.45/0RGB:209/192/178HEX:#d1c0b2PMS:Pantone 401CCMYK:21.96/8.63/15.69/0RGB:198/213/209HEX:#c6d5d1PMS:Pantone 5517C20
  21. 21. CMYK:0/48.2/12.36/0RGB:245/156/176HEX:#f59cb0PMS:Pantone 812CCMYK:12.94/92.55/65.49/1.96RGB:208/56/78HEX:#d2364fPMS:Pantone 703CCMYK:0/2/15/0RGB:255/246/220HEX:#fff8ddPMS:Pantone 7499CCMYK:0/10/95/0RGB:255/222/23HEX:#ffde16PMS:Pantone 108CCMYK:24.55/41.49/65.51/76RGB:73/54/31HEX:#49361ePMS:Pantone 476COur color.SecondaryThese colors are developed for uniforms, signage, business applications, and interiors.Note: Pantone® is a registered trademark of Pantone, Inc. The color shown on this page are not intended to visually match the pantone color standards. Please refer to the current edition of the Color Formula Guide.21
  22. 22. CMYK:82.35/31.76/69.02/15.69RGB:43/121/97HEX:#287961PMS:Pantone 5545CCMYK:62.35/0/76.08/0RGB:100/190/111HEX:#64be6fPMS:Pantone 360CCMYK:45.88/77.25/77.65/66.67RGB:68/32/24HEX:#442017PMS:Pantone 504CCMYK:3.53/2.35/2.35/0RGB:243/243/243HEX:#f2f2f2PMS:Pantone Cool Gray 1CCMYK:72.94/66.67/75.49/79.61RGB:23/23/23HEX:#171717PMS:Pantone HexachromeBlack COur color.SecondaryThese colors are developed for uniforms, signage, business applications, and interiors.Note: Pantone® is a registered trademark of Pantone, Inc. The color shown on this page are not intended to visually match the pantone color standards. Please refer to the current edition of the Color Formula Guide.22
  23. 23. Our typography.OverviewPrimarySecondary23
  24. 24. Our typography.OverviewWe have four typefaces altogether which areused in different situations.The common typeface for numerical characterswhich is used throughout the whole designprocess will be Baskerville, except the one forpostal code of the bistro.FontUsage Logo Font Stationery Font Promotional FontJanda Happy Day Yes - -Cordellina - Yes -Baskerville - Yes YesJoy Like Sunshine ThroughMy Windowpanel- Yes -24
  25. 25. Our typography.PrimaryWe have three primary typefaces which areused in different situations.Our first primary typeface is Janda HappyDay. It will give our communications a warm,welcome, and caring tone.Our second primary typeface is Cordellina. Itwill give our communications a playful, creative,and lovely tone.Janda Happy Day, RegularAaBbCcDdEeFfGgHhIiJ jK kLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890Cordellina, RegularAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890Notes: Cordellina is available on www.dafont.com.25
  26. 26. Our typography.PrimaryWe have three primary typefaces which areused in different situations.Our third primary typeface is Baskerville.It will give our communications a simple,straightforward, and educational tone.Baskerville is classified as transitional typefacedesigned in Birmingham, England, positionedbetween the old style typefaces of WilliamCaslon, and the modern styles of Bodoniand Didot. Baskerville is the best typefaceto represent the theme of our brand, whichjuxtaposes British colonial and contemporarystyle.Baskerville, RegularAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 (.,:;?!£$&@*)Baskerville, BoldAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 (.,:;?!£$&@*)Baskerville, ItalicAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890 (.,:;?!£$&@*)26
  27. 27. Our typography.SecondaryWe have a secondary typeface which is used indifferent situations.Our secondary typeface is Joy Like SunshineThrough My Windowpanel. It is used only onmenu for the written culinary names.Joy Like Sunshine Through MyWindowpanel, RegularAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzNotes: JoyThrough MyWindowpanel is available on www.dafont.com27
  28. 28. Our business applications.LetterheadBusiness CardEnvelopeNapkinMenuMerchandiseNewsprint Publication & Ambient Advertisement28
  29. 29. Our businessapplications.LetterheadOur letter (A4 paper sizes: 210mm x 297mm)uses this fixed template.Text Setting:Baskerville 16 pt (Bold) for dateBaskerville 14 pt (Bold) for salutation and sender’sbehalfBaskerville 12 pt (Regular) for the body of the letterand complimentary closeAlignment:Justified with last line aligned left29
  30. 30. Our businessapplications.Business Card(Outside of Card)Our business card uses this fixed design andcolors.Our business card is bilingual which uses thesize of a 10 cm diameter for each circle.On the back of our business card will haveinspiring quotes from literary individualssharing thoughts about making friends.30
  31. 31. Our businessapplications.Business Card(Inside Folded Card)Text Setting:Cordelina 12 pt for alphabetical charactersBaskerville 12 pt for numerical characters31
  32. 32. Our businessapplications.Envelope(Front)Our envelope uses this fixed design and colors.Our common envelope uses the size of astandard #10 envelope (4.125"x 9.5").In the case where our envelope is needed for useof otherpurposes,thesizeis(9"x12")forsendingmagazines and catalogs and (4.75"x6.5") forsending formal announcements and invitations.32
  33. 33. Our businessapplications.Envelope(Back)On the back of our envelope will have aninspiring quote from a literary individualsharing thoughts about writing letters.33
  34. 34. Our businessapplications.NapkinOur napkin uses the brand identity pattern asthe garment and the special edition of logodeveloped only for garments and businessapplications which is placed on bottom rightcorner. The manner of the napkin foldeddependsontheoccassions,events,anddurationsof the day.34
  35. 35. Our businessapplications.Menu(Cover Page)Our menu uses this fixed design and colors.Our menu is a mock-up of a book.Our menu is available for purchase.On the back of our menu book will haveinspiring quotes from literary individualssharing thoughts about foods.35
  36. 36. Our businessapplications.Menu(First Page)36
  37. 37. Our businessapplications.Menu(Inside Template)37
  38. 38. Our businessapplications.MerchandiseOur merchandise will be sold in differentevents, holidays, and occassions. This will giveour communications a significant identity.38
  39. 39. Our businessapplications.Newsprint Publication &Ambient AdvertisementFor newsprint publication logo, see page 14.39
  40. 40. Our uniforms.OverviewWaiterWaitressChef40
  41. 41. Our uniforms.OverviewAs we have mentioned before, the design,pattern, and color for the uniforms are fixed.In the case where the textiles of the pattern andcolor we expect do not meet with the availabilityin the public market, we create our own fabricsbased on our desired pattern and color.41
  42. 42. Our uniforms.WaiterOur waiters wear this innovatively createduniform which design, pattern and colors arefixed.To complete the look, waiter wears a pair ofbeige socks and black pantofel.42
  43. 43. Our uniforms.WaitressOur waitresses wear this innovativelycreated uniform which design, patternand colors are fixed.To complete the look, waitress wears a pairof beige socks and black pantofel.43
  44. 44. Our uniforms.ChefOurchefswearthisinnovativelycreateduniformwhich design, pattern and colors are fixed.These are the chef uniforms for male andfemale respectively. Furthermore, there are nostandard laws for their shoes, with the conditionof colors and designs not interfering with brandidentity elements.44
  45. 45. Our web homepage.Overview45
  46. 46. Our web homepage.Overview46
  47. 47. Our signage.ExteriorInterior47
  48. 48. Our signage.Exterior48
  49. 49. Our signage.Interior49
  50. 50. Further inquiries.Please contact:Jessica Anandajoo+60169691845

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