The document is a style guide for Sweet Ginger, a Thai restaurant in Somerville, MA. It outlines the logo design and its elements, including the concept of representing a bowl and steam with the initials "SG" and the name along the bottom. It specifies acceptable fonts, colors, and spacing for the logo. It also provides guidelines for using the logo and secondary graphic element on various materials like business cards, envelopes, letterheads, and promotion posters.

1. Sweet Ginger
Style Guide
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2. Sweet Ginger standard manual P1
TOCTable of contents
Sweet Ginger Logo concept direction 2
Sweet Ginger Logo font usage 3
Sweet Ginger Logo graphic element 4
Sweet Ginger Logo colors 5
Sweet Ginger Logo area 6
Sweet Ginger Logo don’t 7
Typography font usage 8
Sweet Ginger Business card, envelope, letterhead 9-11
Promotion Posters 12
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3. Sweet Ginger standard manual P2
Sweet Ginger
Sweet Ginger is a Thai restaurant located in Somerville, Massachusetts.With senses of
casual, contemporary space specializing in Thai cuisine, plus Chinese, Japanese & Korean
dishes, the restaurant has feeling of modern and warm color in entire environment of
itself.
Sweet Ginger Logo
The Sweet Ginger logo has been designed to express the modern feel, and warm wel-
comeof food, drink and service.The logo mimics a sense of Thai food which well known
in spicy and hot food. However, to stay away with the cliche of put chili or red in the
logo, this logo uses the stream to do all of the works.
The logo was designed by using just typography to keep it as simple as possible but still
has touch of complex that same asThai food has—simple but complex.
The first innitial of Sweet Ginger—SG was used to represent the bowl and stream on
top of the bowl, and the full name of Sweet Ginger runs along at the bottom of the bowl
to also represent fire that warms the bowl
Sweet Ginger Logo concept direction
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4. Sweet Ginger standard manual P3
Sweet Ginger Logo font usage
Mostra Nuova AltC, regular
Mostra Nuova AltC, thin & light
Mostra Nuova AltB, light
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5. Sweet Ginger standard manual P4
Sweet Ginger Logo graphic element
Graphic Element
This graphic element was cut from the full logo and used as a water-marked for the
secondary graphic visual to support the main logo bolder.
* It must always set for 10% of any full colors
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6. Sweet Ginger standard manual P5
Sweet Ginger Logo colors
Black
Black 100% Black
Black 100% Black
Black 000000
White
White 100% White
White 100% White
White FFFFFF
Orange
Orange C0 M50 Y100 K0
Orange R247 G147 B29
Orange F7931D
PROCESS COLORS CMYK
RGB COLORS MONITOR
HEX COLORS WEB
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7. Sweet Ginger standard manual P6
Sweet Ginger Logo area
.25”
.25”
.25”.25”
Logo Area
The Sweet Ginger logo should always have a minimum .25” (inches) blank-space around
the top, bottom, left, and right sides unless it is being accompanied by its address.
All other text and images should be placed outside of this border.
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8. Sweet Ginger standard manual P7
Sweet Ginger Logo don’t
Logo Don’t
The Sweet Ginger logo should always appear in its original state.
It should NEVER be:
REVERSE
DROP SHADOW
DISTORTED
STRETCHED
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9. Sweet Ginger standard manual P8
Sweet Ginger Typography font usage
Typography
To give a sense of modern, warm , and friendly, Gill Sans family
typeface may be used for headers and text. All text should NOT
smaller than 9 pt
* For the menu design, the headline of the food categories
must always use
Mostra Nuova AltD Heavy
Gill Sans Regular 9 pt / auto
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
!@#$%^&*()_+-=[]{}|;’:”,.<>/?`~
1234567890
Gill Sans Italic 9 pt / auto
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
!@#$%^&*()_+-=[]{}|;’:”,.<>/?`~
1234567890
Gill Sans Semi Boldt 9 pt/ auto
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
!@#$%^&*()_+-=[]{}|;’:”,.<>/?`~
1234567890
Gill Sans Regular 10 pt / auto
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
!@#$%^&*()_+-=[]{}|;’:”,.<>/?`~
1234567890
Gill Sans Italic 10 pt / auto
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
!@#$%^&*()_+-=[]{}|;’:”,.<>/?`~
1234567890
Gill Sans Semi Boldt 10 pt/ auto
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
!@#$%^&*()_+-=[]{}|;’:”,.<>/?`~
1234567890
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10. Sweet Ginger standard manual P9
Logo
based line
.75” from
top edge
Name
based line
.75” from
top edge
Size
2” x 3.5” veritical format
Paper Stock
Design printed on hard stock solid
white 80 lb paper.
Sweet Ginger Business card
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11. Sweet Ginger standard manual P10
Size
4.125” x 9.5” horizontal format
Paper Stock
Design printed on hard stock solid
white 24 lb paper.
Sweet Ginger Business envelope
Logo
based line
1.5” from
top edge
Nam
based line
2” from
top edge
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12. Sweet Ginger standard manual P11
Size
8.5” x 11” veritical format
Paper Stock
Design printed on hard stock solid
white 24 lb paper.
Sweet Ginger Business letterhead
Letter width 5.5”
.5”
2”
Letter
based line
1.3” from
top edge
Logo
based line
2” from
top edge
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13. Sweet Ginger standard manual P12
Size
11” x 17” veritical format
Paper Stock
Design printed on hard stock solid
white 24 lb paper.
Sweet Ginger Promotion posters
Promotion Posters
The posters should reflect the friendly, warm, modern, yummy and
SWEET experience of food while shocasing their beautiful images.
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