Filibistro Brand Manual

Brand Identity Manual

Brand Identity Manual / FiliBistro Page 2

Contents

Marian dela Fuente 15510947Tut: Jacquie ShawUnit: Brand Identity 271

Introduction Brand Identity Elements 3How to use this manual 3

Brand Identity Elements 4Brandmark 5Typeface 6Clear Space 7Minimum and maximum usage sizes 8Brand variations 9Incorrect use of elements 10

Colours 12Spot 13Supporting Colours 14Incorrect use of Colours 15

Additional Graphic Devices: Shapes and Patterns 16Square and Circles 17Tattoos 18Mask 19Flowers 20

Business Aplication 21Typography 22Business card 23Letterhead 24Envelope 25Menus 26Napkin 27

Uniforms 28

Website: Home Page 29

Sinage 30Exterior signage 31Interior 32

Conclusion 33


Introduction

FiliBistro Manual Guide

How to use this manualThis manual is to be used as a guidline for artists and for the company in using the brand mark in different areas of print and publication such as stationeries, pamphlets, envelopes, business cards, menus, napkins, uniforms; and electronic communication such as website.

It is important to have rules and guidelines in using the brand mark to have efficient and consistent branding in marketing, public relations, advertising and communication to create coherence and establish the brand image.


Brand Identity Elements



Role of the Brand MarkThe brand mark reflects the values and personality of the brand and the company as a whole. Thus, the most important part of brand identity is the FiliBistro logo. It also represents the restaurant’s theme: Philippine festivals.The brand mark also communicates the brand values which includes: refreshing, vibrant, youthful and friendly.

The FiliBistro logo has 2 elements:1. The FiliBistro logotype2. Symbol

The logotype which is developed from handwritten design is unique and it creates the authenticity of the brand.

The symbol represent the Philippine culture theme of the bistro.

symbol

logotype

The Brand Mark



Typeface

Menus/Poster and other graphics design

Lollipop pt 18

Saddlebrook pt 14

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890-=[]\:”;’,./<>?~!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890-=[]\:”;’,./<>?~!@#$%^&*()

Titleand otherdisplay type

Bodyand other supporting texts



Clear Space

x

y

x

The readability and legible presentation of the FiliBistro logo is essential in preserving a good brand identity. The clear mark ensures the protection of the logo’s integrity.

Diagram:y = height x = 1/12 of y


Minimum and Maximum Size

size: 33.78 mm x 20.43 mm

size: 24.75 mm x 18.5 mm

size: 100%

84.46 mm x 51.08 mm

The logo is provided in illustrator format to be used in different sizes in the disk at the back of this manual




Variations

The brand mark can be used in different variations presented in this manual. In fax and black and white documents, the logo can be printed in all black monochromatic variation including symbols.

The brand mark can also be a blue or red monochromatic colour that designers can use for different specific design.

The colours can be inverted to white including the symbols if the background is dark colour or black.



Incorrect Usage

Correct usage: No alteration in colour, size, layout and includes symbols.

Do not squeeze the logo.

Do not stretch the logo.

Do not rotate the logo.



Incorrect Usage

Do not decrease the size of the text;do not increase the size of the symbols and vice versa.

Do not change the style of the logo type.

Do not disalign the letters.

Do no separate the symbol from the logo type.

Do no remove the symbol from the logo.


Colours


Colours

Main Colours (Spot)

PANTONE: 646 CC/M/Y/K: 71/32/14/0RGB: 64/128/174Hex: # 578EC2

PANTONE: 179 CC/M/Y/K: 0/83/89/0RGB: 227/58/36Hex: # E9500E

PANTONE: 7406 CC/M/Y/K: 71/32/14RGB: 252/196/36Hex: # FFD000

These are the colour guidlines for printing purposes of the brand mark and other related applications like envelope, letters and posters which uses Spot colours.

The hex colours should be used in web and other on screen applications for laptop, mobiles and other electronic devices.


Colours

Supporting Colour

The refreshing colour green helps balance out the vibrant colours of the brand mark and re-enforces the fresh tropical and festival theme of the bistro.

This color is only be used as a background colour, in-text decorations, and graphic devices such as undelrines. An example is in the menu design.

PANTONE: 376 CC/M/Y/K: 50/0/100/0RGB: 141/198/63Hex: # 95C11F


Colours

Incorrect Use of Colours

Do not change the color of the letters “Bistro”.

Do not change the colour of the letters “Fili”.

Do not change the colours of the dots of the letter i’s and “O” in bistro.

Do not change the colours of symbol.

Do not change the colours the letters “i” and “o”.


Additional Graphic Elements



Shapes and PatternsSuares and Circles

These are the squares and circle patterns that are used together with the other graphic elements to create a festive design.

The squares are in orange and blue colours with yellow outline. No other colour variation can be used.

The circle patterns’ fill and stroke (below left) can be in blue, orange and yellow colours .

The squares and circles can be scaled down to a minimum size considering that the squares and circles are still recognizable.

The vector shapes are provided in illustrator format in a disk at the back of this manual.



Shapes and PatternsTattoos

These are the tattoos patterns that represent the tribal festival theme of the FiliBistro restaurant.

The tattoo images can come in orange, yellow and blue.

The different parts of the tattoos can also be used separately, alone, or in different colours, and in different layout or arrangements (see images on lower left).

The tattoo images can be scaled down to a minimum size considering that the squares and circles are still recognizable.

The vector shapes are provided in illustrator format in a disk at the back of this manual.



Shapes and PatternsMasks

These are the 2 variations of the mask design. They can be used in blue, yellow or orange and/or a combination of the three colours only.

You can use a separate part of the mask, for example, the eyes and noes only, for a design but it is not encouraged.

The mask images can be rotated in any angle and flipped based on the design. It can be resized to a minimum scale as long as it remains recognizable.

The vector mask images are provided in illustrator format in a disk at the back of this manual.



Shapes and PatternsFlowers

These are the flower designs which represents the flower festval and colourful theme of Filibistro.

The big flower on the left should be kept as it is and should not be varied in colour and shape.

The little flower patterns on the bottom of the pages can be used in the colours blue, red and yellow. They can be arranged in any format together with the other graphical elements. They can be resized to a minimum as long as they remain recognizable.

The flower vectors are provided in illustrator format in the disc at the back of this manual.


Business Applications


Business Application

Typefaces and Family

Calibri pt 12

Calibri pt 10

Helvetica pt 9Color: Black 80%

Calibri

pt 11

leading: 14 pt

Hypenation: off

Helveticapt 9leading: 10 ptHypenation: offColor: Black 80%

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz



ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz


Name Surname

Postion

[email protected]

BUSINESS CARD

LETTER HEAD

FOOTER

Name

Address

Date

FiliBistroAddress PO BOX Perth, WA 6000Phone: 1234-5678www.filibistro.com

These are the appropriate typography for for formal and/or written documents of the FiliBistro brand such as business cards, letters. No other kind of font should be used aside from these.



Business Card

www.filibistro.com

size: 24.75 mm x 18.5 mm

3 mm bleed area

3 mm bleed area

size: A652 mm x 74mm

size: A652 mm x 74mm

Front

Back

Applying the graphic element, logo and typography to the business card should be minimal and clean.

The graphics used for this is provided in the disk at the back of this manual in illustrator format (.ai).

' 8989-5467

Opens everyday from:11:00 am - 3:00 pm 6:00 pm - 11:00 pm



Letterhead

Name

Address

Date

>

To whom it may concern;

>

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enim ad minim veniam, quis nostrud exercitati on ullamco laboris nisi ut aliquip ex ea commodo consequat.

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur

sint occaecat cupidatat non proident, sunt in culpa qui offi cia deserunt mollit anim id est laborum.

>

Aliquam tempor matti s lectus, eget pharetra lectus scelerisque eget. Pellentesque auctor, diam id inter-

dum ultrices, eros lorem lacinia est, sit amet rutrum leo ipsum sit amet felis. Ut placerat congue justo quis

posuere. Donec ut turpis id lacus ornare ti ncidunt nec ut justo. Ut nec diam nec odio congue aliquam. Nunc

semper euismod libero, tempus dapibus felis sollicitudin nec. Phasellus tempor matti s loborti s. Aenean ante

turpis, varius et pellentesque nec, condimentum non purus.

>

Sincerely yours,

>

Name

Positi on

FiliBistro12 Clare St., Perth, WA 6000# 1234-5678www.fi libistro.com

ISBN, 978-3-16-148410-0

size: 33.78 mm x 20.43 mm

size: 10 mm from the edge of the paper

scale: 75%actual size: A4margins: 20mm all sidesbleed: 3mm all sides



Envelope

FiliBistroGlobal Community GroupIf undelivered please return to PO Box 4573Perth Western Australia 6000

POSTAGE PAID

SURFACE MAIL

AUSTRALIA

The envelope design focuses mainly on the flap of the envelope. The same graphic design for the letterhead is used on the flap. The inside of the envelope is colour green to create a fresher feel and contrast with the graphical element on the outer flap.

The graphics used for this is provided in the disk at the back of this manual in illustrator format (.ai).

15 mm

15 mm



Menus

This is how the menu should be designed. Simple, clean and minimal graphics.

The font types indicated in the manual are used for the display type and body type.

The colours of the FiliBistro are used as higlights for the categories.

The green colour is used for additional graphic devices.



Napkin

10 mm

10 mm

reference for napkin size: http://www.tablecloth.com/napkins.htm

Standard Dinner Napkin Size: 20 x 20 cm

Material: CottonColour: White


Uniforms

Apron

Reference: http://rlv.zcache.com/plain_white_apron-p154036667341674852b7v2f_400.jpg

The uniform should be all black with white apron (left):

Female: Black shirt,blouse, Black skirt or pants.

Male: Black shirt, polo Black pants

Shoes: Closed black shoes.

The staff should be always tidy, neat, well groomed and presentable.

The design of the apron is enhancing the graphical elements, colours and the logo to achieve a coherence in branding.

Uniforms

Apron


Website

Home Page

This is how the website homepage should be designed. The background colour is green and the border design for the stationery is also used. The whole body is aligned at the center to leave negative spaces on the left and right side to achieve a clean and fresh look.


The exterior sinage is on the post infront of the building. The logo appears in plane white background.

Sinage

Exterior


Sinage

Interior

For the interior sinage, the logo is etched on the glass at the entrance with a semi frosted glass background to separate the logo from the rest of the glass.

The frosted glass also helps in toning down the reflection of the glass to be able to see the logo more clearly.


Conclusion

Branding is a powerful tool to market and promote the restaurant.. The brand logo, graphical elements and typography should be used properly and accordingly to achieve a uniformity, repetition and coherence which are needed for effective brand recognition. The design of the branding should not only look good but it should also represent the company’s personality, values and goals.

Filibistro Brand Manual

Documents

brand identity elementsrole

good brand identity

brand markthe brand

brand variations

brand values

brand image

manualthis manual

filibistro logotype2