Branding book created for IAT 102 (Spring 2016) at Simon Fraser University. The design was for an artisanal sandwich food truck company. The project brief involved the creation of the logo, business cards, letterhead, presentation slides, and selecting the correct typeface. The project was completed in Adobe Illustrator.

1. BRANDING BOOK
By: Jordan Yep & Alex Li

2. That’s a

3. That’s a
Expresswich started with a simple idea in mind. Fresh food that’s fast to-go on the road. Expresswich is an innovative
food truck company which takes pride into making healthy and customizable sandwiches. Ranging its ingredients
from many different cultures, fresh bread from the oven, local produce, local meats, homemade sauces, all while on
being mobile in our signature food truck is our core feature that we are very proud to present. So no matter where you
are, we are only around the corner to serve you!
All of our ingredients are cut fresh everyday so we can serve the absolute best quality to our guests. Our produce and
meats are made locally, and we make all our sauces in-house. Why do we do this? Because we pride ourselves on
serving our guests the very best sandwich there is, all which is reflected in our mission statement. And all of our pack-
aging is compostable and recyclable, as we want to help the environment as well.
We want to bring this unique concept to the streets of our city, providing everyone with the best sandwich around!
OUR BRAND: “EXPRESSWICH”

4. From the very core of our idea, we took what best represented our company we took our signature food truck
melded together with our brand name. Representing one of the many possible sandwiches that you can create,
was an ideal representation compacted into a simple message. We decided to go with a combination mark type
of branding, where both our text and graphic is a signifier of the brand image, with our icon separated. We used the
technique of similarity, creating a unity of the food truck with the icon and text. The denotation of the icon, a piece
of French bread, is quite literal, and serves as the “top” to the Expresswich truck along with the wheels.
The two colors that made the final cut was this shade of green and blue, because of what they represented in their
nature: blue representing calmness and cleanness while green representing health, nourishment and nature. Green
also reflects health, and ties in with the “fresh ingredients” mission statement of our company. With a cool colour
scheme from the colour wheel, with the blue dominating the green in our logo. This helps to serve the connotation
of the cleanness and calm of the blue along with the freshness and health associated with green. Together they
serve a message that is easily recognizable, but holds a deeper meaning beyond the surface.
LOGO DESIGN:
Logo Colours:
CMYK: 91- 72- 11- 01
RGB: 43-88-153
CMYK: 81-14-100-02
RGB: 44-154-71
Logo Colour:
CMYK: 75-68-67-90
RGB: 0-0-0

5. TYPOGRAPHY:
Logo Typeface: Branding Book Typeface:

6. TYPOGRAPHY:
After many trials of typefaces, we found that the Newtown typeface expressed something that completed our logo, that
being “express.” We knew from the beginning that a sans-serif style was going to be our choice to express a modern
feel. We put the typeface in an Italic style, making it feel as if though the brand is “in motion.” This also eludes to the
speed of the service of an Expresswich.
We also chose a rounded shoulder stroke, as this reflects freshness as well. Most of the other fonts that we used were
either too compacted, flimsy, or didn’t meet the right satisfaction which is why Newtown triumphed over the others.
Rounded French bread, rounded tomatoes for example are what we wanted to help portray with our logotype in the
logo. We applied kerning to the logotype, as the original typeface “Newtown Bold Italic” was unreadable. The other
Newtown versions are used for a combination of our packaging and mission statement.
Texta Alt was used as the font for the branding book, as this font has a fresh and modern feel. The sans-serif helps to
build the connotation of freshness, and the light typeface reflects the lightness and health of the sandwiches served. We
used Texta Alt Bold for our headings and Texta Alt Light for the body of the book.

7. ORGANIC
TORTILLA
CHIPS
Locally made
100%
compostable bag
LOGO APPLICATION:
Sandwich Packaging:
Our packaging design is very simple. For the packaging to
work, we looked for something quite simplistic, reflecting only
the logo and the mission statement on the packaging. The
packaging to us makes sense as parchment paper is partly
transparent, which was chosen to highlight the freshness of the
ingredients and the bread.
We also left white space on the right hand side above the logo,
so we could write down the abbreviation of the sandwich when
handing the product to the consumer. For example, the white
space would have a “V” written down if a vegetable sandwich
was ordered.
Tortilla Chips:
Our complementary product, tortilla chips which are organic,
reflect the overall brand of Expresswich. Our tortilla chips are
made local, which reflects our “local” theme of our local
produce and meats. Organic chips also reflect our healthy
vision of the brand, as well as the freshness that organic ingre-
dients provide. Custom made for Expresswich, we decided that
this would be the perfect application.

8. PRESENTATION SLIDES:
Title Slide:
We chose a dark background in order to empha-
size our logo. Both the blue and green are visible,
and the background also shows very lightly our
packaging design with the logo application.
Mission Statement Slide:
This design was unique to this slide, and follows
the same design shown in the branding book. This
allows us to create a sense of continuity between
the branding book and the slides.

9. PRESENTATION SLIDES:
Target Slide:
This slide differs from most of our slides because
all of the points are in Texta Alt Bold. This is be-
cause we really wanted to emphasize our target
market for our brand.
Template Description Slide:
For this slide, the use of just text with the bold
typeface to emphasize parts of the design we
wished to highlight.
The majority of the slide design features a blue
bar, which is taken from our letterhead and busi-
ness card. This helped us to emphasize the header
of each slide. As well, our icon from the logo is
featured on the bottom of the slide, so part of the
brand is recognizable throughout.

10. BUSINESS CARD:
FRONT:
Showcases our mission statement.
BACK:
Expresses the name, position, email, location,
mobile number, and web information.
Our use of spacing, different colours to the brand,
and varied font express our visual hierarchy

11. BUSINESS CARD: