Paul Hancock Catering is a luxury event production company in LA. The brand identity logo incorporates elements from food (spoon, plate, fork) in an abstract, minimalist design using the initials "PCH". The logo was designed to look professional while representing the company name and food elements through simple shapes and lines in the initials. Color choices were based on suggestions from the client to complement the simple, elegant logo design.

2. Brand Conceptualization
Concept
Paul Hancock Catering and private chef
service is one of LA’s premiere event
production company. PCH is a premium
luxury service designed with the clients every
need in mind. The concept behind the brand
identity started from the most common
elements in the food industry which are a
spoon, a plate and a fork, the goal was to
abstract the essence of these elements and
integrate them with the brand name.
Shape
After different tests and sketches, the
final desition was to use the initials of the
brand’s name and use them to represent
the elements. It was essential to maintain a
minimalistic and professional look and avoid
any detailed illustration.
Typography
The PCH letters were designed from scratch
using circles and lines. the proportions and
positions were assigned to fulfill the specific
client requirement which was to incorporate
a spoon, a plate, and a fork in a unique and
professional way.
Color
The color we selected was based in the
pantone sugested by the client, it is
sophisticated and works perfect with the
simplicity and elegance of the logo.

3. Color version

4. Black and version

5. Online applications and icons

6. Usage samples

7. Facebook page
paul hancock

8. T-shirts

9. App icon

11. InteriorsInteriorsInteriors

12. Exteriors

13. Brand guidelines

14. Color palette
Use these values to maintain color consistency from digital to print applications.
The CMYK values are for printed materials. Both Pantone spot colors and CMYK percentages
have been provided. Every print technique is different and print proofs may be required to
ensure color accuracy.
The RGB values are for digital, on-screen materials. Both RGB values and HEX codes have
been provided. Every display is different so there may be a slight variation across devices.
Color 1
#b2a69e Color Hex
______________________
RGB value
178, 166, 158
______________________
CMYK process color
32, 31, 35, 0
Color 1
#562410 Color Hex
______________________
RGB value
86, 36, 16
______________________
CMYK process color
39, 80, 89, 58

15. Correct logo usage
Scalate maintaining original proportions Use original background color

16. Incorrect logo usage
Don’t change proportions Don’t change the colors Don’t change the typography

17. Typography
Pagragraph font: Open Sans Regular
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
1 2 3 4 5 6 7 8 9 0
Open Sans Italic
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
1 2 3 4 5 6 7 8 9 0
Open Sans Bold
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
1 2 3 4 5 6 7 8 9 0
Open Sans Extrabold
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
1 2 3 4 5 6 7 8 9 0
Titles font: Caviar Dreams
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
1 2 3 4 5 6 7 8 9 0

18. Paragraph metrics
Typography is the Art & Technique
Typography is the art and technique of arranging type to make written language legible,
readable and appealing when displayed. The arrangement of type involves selecting
typefaces, point size, line length, line-spacing (leading), letter-spacing (tracking), and
adjusting the space within letters pairs (kerning). Typography is the art and technique of
arranging type to make written language legible, readable and appealing when displayed.
The arrangement of type involves selecting typefaces, point size, line length, line-spacing
(leading), letter-spacing (tracking), and adjusting the space within letters pairs (kerning).
Typography is the art and technique of arranging type to make written language legible,
readable and appealing when displayed. The arrangement of type involves selecting
typefaces, point size, line length, line-spacing (leading), letter-spacing (tracking), and
adjusting the space within letters pairs (kerning). Typography is the art and technique of
arranging type to make written language legible, readable and appealing when displayed.
The arrangement of type involves selecting typefaces, point size, line length, line-spacing
(leading), letter-spacing (tracking), and adjusting the space within letters pairs (kerning).
Paragraph Style
Font: Open Sans
Font weight: Bold
Font Size: Between 8pt - 12pt
Leading: 1.5
Capitalization: Normal
Alignement: left
Color Black 100%
Titles Style
Font: Amiri bold
Font weight: Bold
Font Size: Betwen 16pt - 24pt
Leading: 1.5
Capitalization: Capitalized
Alignement: left
Color Black 100%

19. Correct editorial style
Typography is the
Art & Technique
Typography is the art and technique of
arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning). Typography is the art and technique
of arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning).
Typography is the
Art & Technique
Typography is the art and technique of
arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning). Typography is the art and technique
of arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning).
Typography is the
Art & Technique
Typography is the art and technique of
arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning). Typography is the art and technique
of arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning).
Black typography over white background White typography over the background color Blue typography over white background

20. Typography is the
Art & Technique
Typography is the art and technique of
arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning). Typography is the art and technique
of arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning).
Typography is the
Art & Technique
Typography is the art and technique of
arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning). Typography is the art and technique
of arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning).
Typography is the
Art & Technique
Typography is the art and technique of
arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning). Typography is the art and technique
of arranging type to make written language
legible, readable and appealing when
displayed. The arrangement of type involves
selecting typefaces, point size, line length,
line-spacing (leading), letter-spacing (tracking),
and adjusting the space within letters pairs
(kerning).
Don’t use a light color Don’t use a diferent background color Don’r use a different typography color
Incorrect editorial style

21. Photography and posts style
Paul Hancock
Sponsored
Typography is the art and technique of arranging type to make
written language legible, readable and appealing when displayed.
The arrangement of type involves selecting typefaces, point size,
line length, line-spacing (leading), letter-spacing (tracking),
Typography is the art and technique of
arranging type to make written language
legible.
Contact
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Paul Hancock
Sponsored
Paul Hancock @paulhancock
Typography is the art and technique of arranging
type to make written language legible, readable and
appealing when displayed. The arrangement of type
involves selecting typefaces.
Paul Hancock @paul hancock
Paul Hancock
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Typography is the art and technique of arranging type to
make written language legible, readable and appealing
when displayed.
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22. Marketing

23. Postcard

24. Paul Hancock
Catering and private chef service
Director of Operations
(310) 889-8699 (305) 733-9694
Our concept is to leave long lasting impressions by
providing unique custom designed events with ambience
and fine dining, each becoming a one of a kind creation.
Business cards

25. Name__________________________________
Item____________________________________
Serving Instruction
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
Paul Hancock Director of Operations (310) 889-8699 (305) 733-9694
Name__________________________________
Item____________________________________
Serving Instruction
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
Paul Hancock Director of Operations (310) 889-8699 (305) 733-9694
Name__________________________________
Item____________________________________
Serving Instruction
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
Paul Hancock Director of Operations (310) 889-8699 (305) 733-9694
Name__________________________________
Item____________________________________
Serving Instruction
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
Paul Hancock Director of Operations (310) 889-8699 (305) 733-9694
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