THE LUNCH ACTUALLY BRANDING GUIDELINES ACTUALLY
Mar 24, 2016
THE LUNCH ACTUALLY BRANDING GUIDELINES
ACTUAL LY
WELCOME TO THELUNCH ACTUALLY BRAND
LUNCH Actually is Asia’s first lunch dating
specialist who arranges fun and quality dates
for busy, pro-active single professionals in a
discreet, fun and no pressure environment.
Launched in Singapore in April 2004, Kuala
Lumpur, Malaysia in September 2005 and
Hong Kong in April 2008, we aim to provide
a safe, convenient and non-intimidating
avenue for busy professionals to meet like-
minded people.
These guidelines have been developed so
that you can become familiar with and use the
identity with consistency, confidence
and purpose.
The following pages will show you how to
use our identity clearly and effectively so
that we can deliver on our brand promise, at
every opportunity.
CONTENTS1.0 Our Core Identity 2.0 Supporting Elements 3.0 Applying the Identity
1.1 The Lunch Actually Brandmark 1.2 Brandmark Applications Minimum Clear Space
Black and White Usage
Minimum Size
Incorrect use of the Brandmark
2.1 Corporate Typefaces: Quicksand & Puritan 2.0 2.2 Graphic Device: Speech Bubbles
2.3 Brand Colour Palette
2.4 Supporting Colour Palette
3.1 Stationery Business Cards
Letterheads
With Compliments
Envelope
1.0 OUR CORE IDENTITYWhen applying the Lunch Actually brandmark, be careful to ensure you’re applying it correctly and consistently. This section gives you the guideleines to help you do just that.
1.1 THE LUNCH ACTUALLY BRANDMARK
Lunch Actually’s Brandmark consists of 2 speech bubbles in blue and red, representing communication between a man and a woman, which is what going on a date is all about.
The word Lunch is typeset in Fangtasia, representing the casual nature of the dates we set up for our clients. The word Actually is typeset in Quicksand, a more rigid typeface, representing the seriousness with which we treat our client’s business.
For the brand to communicate clearly and powerfully, it is essential the Lunch Actually Brandmark is reproduced correctly and consistently.
The speech bubble must never be recreated and the logotype must never be re-typeset.
The proportions as indicated must be maintained
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1.1 THE LUNCH ACTUALLY BRANDMARK
For the brand to communicate clearly and powerfully, it is essential the Lunch Actually Brandmark is reproduced correctly and consistently.
The proportions as indicated must be maintained
ACTUALLY 1Y
2Y
12.6Y
2.7Y
2.8Y
10.8Y 7.1Y
2.7Y
13Y14.7Y
2.7Y
1.2 BRANDMARK APPLICATIONS
Minimum Clear Space
When using the Brandmark, a clear space area guarding against the encroachment of typography illustrations or any other graphic element must be maintained.
The minimum required clear space is defined by the height of the letter ‘u’ from the word ‘Lunch’.
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1.2 BRANDMARK APPLICATIONS
Black and White Usage
Wherever possible, the full colour version of the Brandmark should be used. However, where the use of the preferred full colour Brandmark is neither possible nor suitable due to specific restrictions on cost or manufacturing methods, the black or white version can be used.
ACTUALLY
CMYK 0/0/0/40
CMYK 0/0/0/70 white
1.2 BRANDMARK APPLICATIONS
Minimum Size
The Lunch Actually logo retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished. The minimum size of the logo for print is 30mm wide.
Most reproduction methods have limitations. Ensure the size selected suits the process being used and that the Brandmark is reproduced clearly.
30mm
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1.2 BRANDMARK APPLICATIONS
Incorrect use of the Brandmark
The following examples illustrate some common mistakes made when using the Lunch Actually Brandmark. Please use master digital artwork from Lunch Actually Brand to avoid mistakes and ensure consistent brand recognition and integrity.
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Do not add elements like drop shadow, embossing etc. to the logo
Do not rotate the logo. Do not enclose Brandmark in a box and ensure the selected background colour enables clear legibility ofthe Brandmark
X X X
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2.0 SUPPORTING ELEMENTSThis section focuses on elements that support the core identity. These form the basis of all Lunch Actually communication pieces.
2.1 CORPORATE TYPEFACES: QUICKSAND & PURITAN 2.0
Puritan 2.0 has been selected as the Lunch Actually Corporate Typeface for its quality of warmth and readibility.
Quicksand Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Puritan 2.0 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Puritan 2.0 Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
HEADING
Sub heading
Body Copy
2.2 GRAPHIC DEVICE: SPEECH BUBBLES
The Lunch Actually graphic device is the speech bubbles. It can each be applied in anumber of ways to create tone-on-tone effects or to bring additional visual interest when layered against a photographic background. The speech bubble graphic is a template and should not be recreated.
CMYK O/O/O/5 CMYK O/O/O/5CMYK O/O/O/20 CMYK O/O/O/10
applied at 60% opacity
2.3 BRAND COLOUR PALETTE
The colour palette is inspired by the internationally recognised colours representing the male and female gender - which are blue andred respectively.
LA Light BluePantone 3005 URGB 0/130/195CMYK 85/40/0/0Hex #0082C6
LA Dark BluePantone 3025 URGB 0/85/129CMYK 90/25/0/50Hex #005781
LA RedPantone 199 URGB 239/64/91CMYK 0/90/55/0Hex #EF405B
2.4 SUPPORTING COLOUR PALETTE
The supporting colour palette allows flexibility in brand communications and accentuates the essence of the Lunch Actually brand.
LA GreyPantone 424 URGB126/128/131CMYK 0/0/0/61Hex #7E8083
LA YellowPantone 1235 URGB 253/187/48CMYK 0/29/91/0Hex #FDBB30
text colour accent colour
3.0 APPLYING THE IDENTITYThe way Lunch Actually corresponds with customers has significant influnce on the way we are perceived to do business. This section contains the specifications for stationery items.
3.1 STATIONERY
Letterhead Finished size 210 mm x 297 mm
Stock Impact, 90 gsm
All body text to be set in Puritan 2.0 at 10pt.
»» The grey overlay of the speech bubble graphic element should be applied as per Section 2.2 and be as wide as the paper.
1.» Contact information set in Normal at 8.5pt in LA Grey
2. Registration number set in Normal at 8 pt in La Grey
All measurements are in millimetres.
ACTUALLY
+65 6532 00109 Penang Road, Park Mall, #08-09,
Singapore 238459www.lunchactually.com
CRN: 199302687M
Lunch Actually Brandmark43 w x 27 h
22
2
55.5
771
2
ACTUALLY
Amanda Lim+65 6532 0010
9 Penang Road, Park Mall, #08-09, Singapore 238459www.lunchactually.com
4
7
9
7
CMYK 0/0/0/10
CMYK 0/0/0/10
White
Lunch Actually Brandmark76 w x 48 h3.1 STATIONERY
Business Card
Finished size 76 mm x 50 mm
Stock Impact, 300 gsm
NameFangtasia / 62 pt LA Dark Blue
Job TitleQuicksand / 13 ptLA Red
Contact InformationPuritan 2.0 / 8.5 ptLA Grey
All measurements are in millimetres.
3.1 STATIONERY
Envelope
Finished size 220 mm x 110 mm
Stock Impact, 90 gsm
All text to be set in Puritan 2.0 at 12 pt in Black
Corner Radius of rounded rectangle set at 5 mm
All measurements are in millimetres.
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Jane Doe49 Kampong Bahru Road
Singapore 123456
10
8
Lunch Actually Brandmark43 w x 27 h
103 32.5
33
22.5
CMYK o/o/o/30
3.1 STATIONERY
With Compliments
Finished size 210 mm x 90 mm
Stock Impact, 90 gsm
All body text to be set in Puritan 2.0 at 18 pt
With Compliments set in Quicksand at 24 pt with 200 tracking.
»» The white overlay of the speech bubble graphic element should be applied as per Section 2.2 and be as wide as the paper»» No other logos or icons may be shown
All measurements are in millimetres.
Sample Text
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10
823
32.5
116.5
10
8
Lunch Actually Brandmark43 w x 27 h
LA Dark Blue
3.1 STATIONERY
Envelope (Back)
Finished size 220 mm x 110 mm
Stock Impact, 90 gsm
All text to be set in Puritan 2.0.
Undelivered address8 pt in LA Grey
Registration Number set in Normal in LA Grey
All measurements are in millimetres.
+65 6532 0010 | 9 Penang Road, Park Mall, #08-09, Singapore 238459www.lunchactually.com CRN: 199302687M
8
68.5 10
CMYK o/o/o/30
Use of the Lunch Actually brand name and
Brandmark is governed by Lunch Actually’s
Trademark license agreement, and it is the
responsibility of Lunch Actually’s employees
and third-party licensees to comply with these
guidelines at all times.
The Brandmark of Lunch Actually should
be reproduced in its original colour form
whenever possible.
Any questions about the usage of or exeptions
to these guidelines should be directed to the
Corporate Marketing Department via email:
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Designed byLoh Wen Ting Michelle Ann
F10DM0007 / 2G