TheBrandDesign-Guide.pdf

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Competitor Name #1
Competitor Name #2

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Customer Persona Profile #1
Amber
Age: 36
Status: Single
Occupation: Professional: Banking
Income: Household $60,000+
Location: United States
Education: Bachelors or greater
Overview
Goals
Values
A professional who wants to reduce
time cooking and preparing food.
Desires high quality fresh food.
Has a desire for sushi and visits a
sushi place at least once a week.
Work and life balance
Health and nutrition
Food as an experience and not
just for sustenance.
The Professional Foodie
Favorite Restaurants
This can change based on your project type. A website design project for a cafe may
include favorite types of snacks or beverages.
Problem-Solving Opportunities
She wishes she did not have to spend so
much time preparing and cooking meals as
she already only has few hours in the evenings
to hang with friends and have some downtime.
She loves sushi and visits two fantastic places
in town she thinks has the best sushi. She
feels like she is missing the quality component
in the sushi she eats.
She would love to have great quality fresh
sushi delivered but is wary of trusting a local
place to deliver it. There is the idea that
delivery sushi is not going to taste as fresh as
visiting the restaurant.

H E A D L I N E
S U B H E A D I N G

LOGO
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E A R LY C O N C E P T D E V E L O P M E N T Lindsay Marsh Design
The Logo Mark
During the concept development process I decided to do a deeper study of the
letter form M. The letter M has some unique qualities as it can bend and move in
many ways and still retain it’s readability as an M. This prompted me to push the
envelope of this letter form and try a ways to combine both the M (3 M’s in the
museum name) and the letter A into one logo mark or symbol.
Exploring the M Letter Form
After much exploration I discovered several logo marks that successfully
combined the letter M and A into one unique mark. I wanted to simplify the mark
as much. I also explored rounded or more sharp corners. The sharper corners I
felt matched with the more contemporary modern look.
The M + The A
C H A L L E N G E
The biggest challenge was to maintain the clarity and readability of both the M and
the A. Careful thought was put into how those letters came together in the center.
M A
+
Marsh
Museum
Modern
Art
3

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D I F F E R E N T V A R I AT I O N S - A LT E R N AT I V E L A Y O U T
Standard Presentation (Horizontal) Alternative Presentation (Vertical)
Logomark Only Logotype Only
Marsh
Museum
Modern Art
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Marsh
Museum
Modern Art
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Marsh
Museum
Modern Art
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Modern Art
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Modern Art
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Modern Art
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Modern Art
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Marsh
Museum
Modern Art
of
This will be the preferred logo format when possible.
It maintains a nice lockup that works well with social
media, website banners and traditional print methods.
Standard Presentation (Horizontal)
In other situations a vertical presentation may be
needed. The text will remain left aligned to keep the
recognition of the three M’s.
Alternative Presentation (Vertical)
In situations where the logo needs to exist over a
detailed background, I developed a tag presentation
that will exist as a box on top of the background.
This keeps the logo in a neat, clean area.
Tag Presentation (Background)
Logomark Only Logotype Only
On top of light backgrounds On top of dark backgrounds

Helvetica
Marsh
Museum
Modern Art
of
Marsh
Museum
Modern Art
of
Left Alignment
The left alignment makes the
viewer more aware of the three
M’s present in the logo.

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Marsh
Museum
Modern Art
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Marsh
Museum
Modern Art
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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
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Does not include areas south of Smith mountain rd.

FISH
SO FRESH
YOU CAN
EAT IT
RAW.
NOW OFFERING
DELIVERY TO
SOUTH CHARLOTTE

ﬁsh
so fresh
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now offering
delivery to
south charlotte

FISH
SO FRESH
YOU CAN
EAT IT
RAW.
now offering
delivery to
south charlotte

FISH
SO FRESH
YOU CAN
EAT IT
RAW
now offering
delivery to
south charlotte

FISH
SO FRESH
YOU CAN
EAT IT
RAW
NOW OFFERING
DELIVERY TO
SOUTH CHARLOTTE

FISH
SO FRESH
YOU CAN
EAT IT
RAW
now offering
delivery to
south charlotte
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professionals? Would our color choice be different? Perhaps use more
muted colors. A black with blue undertones (blue means trust and
stability, something the older generation with more money in the bank
is looking for) and a neutral tan/gold to complement well the darker
main color choice?

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Marsh
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Modern Art
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Marsh
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Modern Art
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Marsh
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Modern Art
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Marsh
Museum
Modern Art
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Marsh
Museum
Modern Art
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Marsh
Museum
Modern Art
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Marsh
Museum
Modern Art
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Marsh
Museum
Modern Art
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Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Vivid Green
Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Vivid Light Green
Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Vivid Purple
Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Vivid Dark Purple
Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Vivid Yellow
Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Vivid Orange
Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Vivid Red
Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Vivid Pink
Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Gray
Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Light Gray
Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Black
N E U T R A L S
G R A D I E N T S
W A R M
C O O L
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Museum
Modern Art
of
Marsh
Museum
Modern Art
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Marsh
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Modern Art
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Single Color
Dark Background
BW
Light Background

Hex #662D91
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Hex #F15A29
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Hex #F7941D
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Vivid Purple
Orange Rust
Orange Zest
Hex #F7941D
R: 102
G: 45
B: 145
C: 75
M: 98
Y: 0
K: 0
Gray Ghost
Colors were chosen based on a few factors:
1.) Legibility - The most important factor in the color palette
selection. Enough contrast had to be generated for maximum
readability at any size.
2.) Opposites attract - Most color combinations are opposites on
the color wheel (better known as complementary colors). This
provides a natural harmonious color combo.
Bright + Vivid + Strong
G R A D I E N T S

FUNNY
CLEVER
SERIOUS
GENTLE
OR ROMANTIC
CONFIDENT
CAUTIOUS
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my
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need
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Authentic
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fresh
everyday.
The best
catch
in
Charlotte.
Only trust
the freshest
source
in town.
CARING
WHIMSICAL
we
support
__________
charities.
where
taste
becomes
an
experience.
date nights
just got
easier.
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DESCRIPTION DO DON’T
TO LEARN MORE ABOUT THIS TECHNIQUE AND OTHERS VISIT: LEARN.G2.COM/BRAND-LANGUAGE
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CHARACTERISTICS
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One of our favorite things about going out for some good
sushi is the taste of raw fish. We love it, crave it, it is a part of
our DNA.
Unfortunately, going out to eat sushi in America has become
a show of how much junk can we stuff in a sushi roll. How
many toppings we try to fit on top of once unadorned
beautifully tasting fish. It was no longer about the freshness
of the fish but about ingredients we deeply feel do not
belong anywhere near it.
Traditionally, nagiri, maki and sushimi are eaten with
emphasis on the taste of the fish. We want to make sure
American sushi lovers get to taste real authentic sushi the
way it was originally intended to be eaten. Raw, fresh, simple
and flavorful.
This is where we decided to step up and take on this mission
and sushi club was born.
Sushi club is a quick, straightforward and easy to remember
name. The word “club” was used to denote a since of
exclusivity, as in only those who truly enjoy the authentic
sushi eating experience can join the club.
Our tagline Authentically Prepared has our favorite brand
word “Authentic” to explain our single focus on our unique
original presentation rooted in tradition and freshness.
Why the name Sushi Club?
A focus back on taste

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no
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rolls
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so fresh
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eat it
raw.
your
favorite
part of
the day
is here.
A
U
T
H
E
N
T I C A L LY
P
R
E
P
A
R
E
D
G
O
O
D
N
E
S
S
F
I
S
H
S
O
F R E S H
Y
O
U
C
A
N
E
A
T
I
T
R
A
W
M
Y
C
H
O
P S T I C KS
N
E
E
D
A
B
R
E
A
K
T
O
D
A
Y
N
O
V
O
L
C
A N O R O
L
L
S
S
E
R
V
E
D
H
E
R
E
key characteristics
of our brand voice
authentic
clever
bold
memorable
playful
Our brand language used
throughout our advertising, logo
packaging and external
communications are bold
statements that are balanced with
a pinch of playfulness. They are
memorable and not easy to forget.
my
chopsticks
need
a break.

¤ ‰

‰
‰Š ‘
„
‰Š
‰

‰ ‘
Brand Assets
don’t
be afraid
of circles.
they are
easy to
use for
headlines.
lots of
different
ways to
use
them.
lots of
different
ways to
color
them.
end
phrases
with
a period.
it just
feels
more
ﬁnal.
Circles are simple and you can
use them in so many ways.
Outside of the logo and the accompanying
varations we have the use of the simple circle.
Inspired by the shape of a sushi (maki) roll we
decided to make this our uniﬁying theme.
† ˆ ˆ
Œ

ˆ •
Œ˜˜ Ž
ž Ÿ ˜

‘
ƒ Ž

˜

Š €ˆ‚ ˆ˜ƒ‰ˆ€€‰–ˆ ‚ˆ€ˆ ¤ƒ„ˆ€ˆ‰Š €‡ˆ‚‰Š ‰¤‚ ‚ŠˆœŠƒ”ˆ
–““ˆ€ ‰” ˆ‚˜ˆ€ˆ‚‚ ƒ ˜ƒ‚¤ƒ” ƒ˜ˆ€ˆ‚‚ ƒ“ˆ¦ˆ¤—””–“
€‚““„—”Ÿ
€

‚

ƒ „ † ‚
‚„

TheBrandDesign-Guide.pdf

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