Credits: Agency: GMG Advertising Advertiser: Brian Aaron Category: Personal Brand Identity / Brand Guidelines CEO: Mike Beovides Account director: Jennifer Rangel Concept Art Director: Marco Zuniga Graphic Designer: Marco Zuniga Photography: Ines Ayra

1. B R A N D I D E N T I T Y

2. Agency: GMG Advertising
Advertiser: Chef Brian Aaron
Category: Personal Brand Identity
Chairman & CCO: Mike Beovides
Executive Account: Jennifer Rangel
Head of Art: Marco Zuniga
Concept Art Director: Marco Zuniga
Graphic Designer: Marco Zuniga
Photography: Ines Diaz
CREDITS:
Date: August 2016

3. Welcome!
This document contains all you need to know about Brian Aaron’s brand.
We hope enjoy getting to know our brand better.
- Brian Aaron’s Team

4. TABLE OF CONTENTS
a. Family photos
b. Friends photos
c. Travel photos
d. Awareness photos
Chapter I: Brian Aaron’s Bio
Chapter II: Chef Brian Aaron Brand
Chapter III: Aaron’s Catering Brand
• Reflecting Brian - Characteristics: a. The Person | b. The Brand
• Communication Strategy: Brian Aaron: The Brand
• Brand Values. Overview
• Design Essence
• Chef Brian Aaron: Wordmark
a. Letterform marks
b. Typography
c. Inspiration
d. Wordmark color usage
e. Wordmark application
• Aaron’s Catering: Wordmark
a. Letterform marks
b. Typography
c. Wordmark color usage
d. Wordmark application
• Our Brands
a. Brand colors
b. Secondary colors
Chapter IV: Our Brand Extensions
Chapter V: Imagery for Brands
a. Food
b. Farm to table
c. The Chef

5. “Failure is the condiment that
gives success its flavor."
Chapter I: Brian Aaron’s Bio

6. Chef Brian Aaron, entrepreneur, restaurant consultant, visionary and owner of acclaimed
catering company, Aaron's Catering, has 11 years of industry experience building and
leading the catering world in South Florida. Brian has built his business integrating his
passion for food and large scale events with his entrepreneurial sense to build a successful
company. With his own company at the forefront, Brian has also equipped over 20 restau-
rants , food trucks, and mixology programs both nationally and internationally with the
tools to efficiently and effectively run as a direct result of his consulting efforts.
Raised in a Hispanic house-hold Brian’s father transformed their home into the ultimate
eatery for friends and family alike. The constant hustle and bustle swarming the home
provided Brian the perfect platform for his future endeavors. At the onset, Brian took to
marketing and sales to build his background in business. Successful in both fields, Brian
went on to enroll in Le Cordon Bleu coupling all his passions to build Aaron's Catering.
Chef / Culinary Personality / Cookbook Author
BRIAN AARON

7. Established in the industry, Brian has had the opportunity to cater for celebrities like
Dwayne Wade, Gloria Estefan, Julio Iglesias and Hilary Clinton, as well as corporate
companies like Coca Cola, Moet, and Lamborghini to name a few. The success of
these events have afforded Brian accolades like being named The Top 20 Industry
Leaders Under 40 by BizBash, The People Who Make Miami by Ocean Drive, and
The 68 Most Innovative Event Pros by BizBash.
Recently, Brian has partnered with cocktail mavens Winston Franco and Bar-Lab to
create the ultimate culinary journey. Their partnership with Bio Hotel offers guests a
one-of-a-kind experience where all ingredients and products are grown in-house
with a botanist. Offering a fresh experience is the essence of Brian's overall stance
when it comes to cooking and crafting his various dishes and cocktails.
Chef Brian Aaron continues to innovate through his travels while changing the
overall perception of a sustainable, fresh, and organic lifestyle. As a lifelong student
of the food industry, Brian has always felt honored by the ability to share his culinary
experience with others.

10. “We do not remember days,
we remember moments.”
Chapter II: Chef Brian Aaron’s Brand

11. Brian the person
Anyone can
Approachable
Detail
High energy
Inspiring
Brian the Chef
Commitment to Quality
Attention to Detail
Quick Decisions
Inspiration
Informal
Brian Aaron the person is fundamental
to our brand. Our identity is therefore a
true reflection of Brian.
The things that are important to Brian
are in turn important to us:
Brian Aaron the Chef is fundamental to
Aron’s Catering brand.
The things that are important to Brian
are in turn important to us:
Reflecting Brian

12. Communication Strategy

13. Brian Aaron: The Brand
web
app
web
book
products
foundation

14. Brand Values. Overview
innovative human
Innovative | Human | Fresh | Organic
fresh
organic
Think about how these values can be reflected in everything you do.
Remember, a consistent brand is a powerful one.
The beauty is somebody that doesn't
have to try too much, someone who is
effortless and fresh.
Communication - the human connection -
is the key to personal and career success.
Without change there is no innovation,
creativity, or incentive for improvement.
Those who initiate change will have a
better opportunity to manage the change
that is inevitable.
The Earth is what we all have in common.
We cultivate clarity, strength, vitality and
power from natural, beautiful and organic
living foods.

15. Essential ingredients to preparing our brand.
Design Essence

16. Chef Brian Aaron: Wordmark
Letterform marks
The Brian Aaron wordmark is based on the font Dry Brush from dafont.com.
This typography is very similar to a brush stroke, the same mark a chef makes when plating a dish. “This
analogy is very powerful because the stroke
represents the identify of who did it.”
The word Chef is based on the font Manus Trial from dafont.com.
This typography looks hand-written and has a connection with the Brian Aaron
wordmark stroke.
For the synthesis of Brian Aaron wordmark we can use the first two letters of the brand inside of a circle.
Avenir is the primary typeface recommended for use in communications.
As a general rule, the preferred use of this typeface is upper and lower case.
Typography
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
Avenir. Light
This is the main text face. It takes large quantities of copy
readable. Always range left with the right-hand ragged.
This is the main text face. It takes large quantities of copy
readable. Always range left with the right-hand ragged.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
Avenir. Medium
This is the main text face. It takes large quantities of copy
readable. Always range left with the right-hand ragged.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
Avenir. Heavy
This is the main text face. It takes large quantities of copy
readable. Always range left with the right-hand ragged.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
Avenir. Black

17. Inspiration

18. Wordmark color usage Brand architecture
White wordmark on black
Wordmark on white
Logo wordmark. Exclusion zonesEncapsulated

19. Wordmark application

22. I would like to see people more aware of
where their food comes from. I would
like to see small farmers empowered.
Chapter III: Aaron’s Catering Brand

23. Aaron’s Catering: Wordmark
The Aaron’s Catering wordmark is based on the font Dry Brush from dafont.com.
This typography is very similar to a brush stroke, the same mark a chef makes when plating a dish.
This analogy is very powerful because the stroke represents the identify of who did it.
by Chef Brian Aaron
by Chef Brian Aaron

24. Wordmark color usage Brand architecture
by Chef Brian Aaron
by Chef Brian Aaron
by Chef Brian Aaron
White wordmark on black
Wordmark on white
Logo wordmark. Exclusion zonesEncapsulated
by Chef Brian Aaron
by Chef Brian Aaron
by Chef Brian Aaron

25. Wordmark application

28. Brand colors Secondary colors
Pantone: DS 18-4 C
C: 0: M: 25 Y: 80 K: 20
Pantone: Process
Black C
Pantone: DS 325-6 C
C: 0: M: 0 Y: 0 K: 40
Pantone: DS 315-1 C
C: 50: M: 40 Y: 100 K: 30
Pantone: DS 63-1 C
C: 0: M: 90 Y: 100 K: 40
Pantone: DS 18-4 C
C: 30: M: 100 Y: 100 K: 15
Pantone: DS 325-3 C
C: 0: M: 0 Y: 0 K: 70
Pantone: Process
Black C
Pantone: DS 303-5 C
C: 20: M: 0 Y: 65 K: 5
Pantone: DS 325-3 C
C: 0: M: 0 Y: 0 K: 70
Pantone: DS 311-4 C
C: 10: M: 0 Y: 100 K: 15
Pantone: DS 17-5 C
C: 30: M: 35 Y: 70: K: 25
Pantone: DS 56-3 C
C: 30: M: 100 Y: 100 K: 30
by Chef Brian Aaron

29. Chapter IV: Our Brand Extensions

30. Foundationby Chef Brian Aaron
Homewareby Chef Brian Aaron
by Chef Brian Aaron
Wordmark application
Uses color to emphasize sub-brands

31. Imagery used consistently can support the Aaron’s Catering Identity.
The image themes are based on key pillars of the
Aaron’s Catering Brand which reflect personality and style.
Chapter V: Imaginery for Brands

46. “There are about 700
flavors that you can
smell, but only five you
can taste. A lot of times
what you're perceiving as
flavor has nothing to do
with palette, but it's more
to do with scents.”
- Grant Achatz

47. B R A N D I D E N T I T Y