Style Guide for Latin American restaurant concept.

1. brand style guide

2. table of contents.
introduction brand guidelines
8
9
10
2 | brand style guide
11
12
13
logo
logo variations
logo scaling
4
5
6
brand
audience
the three c’s
logo usage
color palette
typography
14 examples

3. introduction.
3 | brand style guide

4. brand.
El Viejo is a casual dining experience with a
modern take on traditional Latin American cuisine.
4 | brand style guide

5. audience.
People who like Latin American cuisine.
5 | brand style guide
People who enjoy art & culture.
People who live in/travel to D.C.

6. the three c’s.
Culture through food.
6 | brand style guide
Creativity through food.
Community through food.

7. brand guidelines.
7 | brand style guide

8. logo.
logotype.
8 | brand style guide
logomark.

9. logo variations.
9 | brand style guide

10. logo scaling.
10 | brand style guide
0.86 in
0.56 in
0.86 in
1.70 in

11. logo usage.
11 | brand style guide
primary usage
The preferred use of the logotype and
logomark is the “red pepper”. This
application of the logo should always
be considered as the first design option.
No other color variations besides the
ones presented above should be used.
logotype vs logomark
The logotype should be used as the
primary identifier of the brand on print
media. The logomark should be used as
the primary identifier of the brand on
digital media.

12. color palette.
12 | brand style guide
PANTONE P 58-8 C
HEX B42937
RGB 180 41 55
CMYK 0 100 66 20
PANTONE —
HEX 000000
RGB 0 0 0
CMYK 75 68 67 90
PANTONE 2263 CP
HEX 659256
RGB 101 146 86
CMYK 65 12 75 14
PANTONE 123 CP
HEX F2C541
RGB 242 197 65
CMYK 0 19 89 0
PANTONE 7743 XGC
HEX 496E40
RGB 73 110 64
CMYK 0 0 57 62

13. typography.
13 | brand style guide
Rama Slab Condensed Family
Rama Slab Condensed Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Rama Slab Condensed SemiBold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

14. examples.
14 | brand style guide