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Foo Brand Guidelines

brand manual

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vidhidoshi2210
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18 views

Foo Brand Guidelines

brand manual

Uploaded by

vidhidoshi2210
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 11

BRAND GUIDELINES

FOO OR FU
I N C H I N E S E C U LT U R E
MEANS “GOOD LUCK”
OR “FORTUNE”.
LOGO CO M P O N E N T S A N D CO N N OTAT I O N S

1/2 X
This logo comprises of three main features-

-The hybrid square-circular shape encircling the text


1/2 X
1/2 X X
-The Chinese pictorial symbol

-The red/black & creamy-white colour palette


1/2 X

In Chinese culture, the circle stands for “fulfilled”, “oneness”, “perfection”,


“unity”. More specifically, it’s the process of something coming “full circle”
that bears the most importance. Family members get together to
celebrate the day that the moon is at its fullest (Mid-Autumn day).
Further, the square stands for structure, law and regulation.

For the Foo logo we have used a hybrid of the square and circle. This has
been executed by incorporating the square structure into a more playful
dynamic circular form, encompassing the above traits.
FOO SYMBOL

The Chinese pictorial representation of Foo


symbolises “fortune”, “good luck”, “blessing” or 1/2 X

“happiness”, which is the very essence of Foo.


1/2 X
Good food, good times and good conversations
being the main pillars of this brand.
COLOR
PA L E T T E
For the colour palette we have focused on the most striking and powerful colours in the Chinese culture which reflect
different elements (fire, water, metal). The red colour in the logo corresponds to fire and symbolizes good luck, fortune,
happiness and celebration. The black used corresponds to water – being associated to heavenly bodies/emperors and is seen
as the king of all colours. White, corresponding with metal, represents gold and symbolizes brightness, purity, and fulfillment.
The Foo logo uses these three colours, with all their characteristics and earthly elements which might be opposing forces in
nature yet they are complimentary, interconnected and interdependent.

FOR WEB USE FOR WEB USE FOR WEB USE


R255 G250 B243 R-205 G-0 B-5 R-0 G-0 B-0
FOR PRINTING USE FOR PRINTING USE FOR PRINTING USE
C-0 M-1.3 Y-3.38 K-0 C-12.78 M-100 Y-100 K-4 C-0 M-0 Y-0 K-100
HEX: #FFFAF3 HEX: #CD0005 HEX: #000000
BRAND PROJECTION VOICE

MODER N / CURRENT / TRENDY / YOUNG /


F R E S H / R E L ATA B L E / EASY GOING / DYNAMIC /
F U N / C E L E B R AT O R Y / J O Y O U S
BRAND
PROJECTION VOICE

HYBRID / TRANSIENT BRIGHT YO U N G

Similar to the circle-square hybrid Mirroring the vibrant pallet and the Being a hybrid – incorporating
encircling the text, the voice can shift, pictorial representation, the tone should Chinese Values in a new structure and
being mischievous, easy-going, witty, be warm, happy and celebratory. manner, Foo’s voice should be rooted
fun and playful. yet young, fresh, vibrant and trendy.
TYPOGRAPHY
Primary Typeface Secondary Typeface

AaBbCcDd 01234 aBCd 01234


Montserrat Thin idlewild light

abcdefghijklmnopqrstuvwxyz abcdefghijklmno
ABCDEFGHIJKLMNOPQRSTUVWXYZ pqrstuvwxyz
0123456789 0123456789

Montserrat Medium idlewild medium

abcdefghijklmnopqrstuvwxyz abcdefghijklmno
ABCDEFGHIJKLMNOPQRSTUVWXYZ pqrstuvwxyz
0123456789 0123456789
1/2 X

L O G O W I T H TA G L I N E 1/2 X
1/2 X
X

A S I A N TA P A S
The signature is available in two versions: a single logo
(preferred) version and a two line (alternate) version. The logo 1/2 X

may be used independently of the tagline, but if the tagline


needs to be used with the logo it must be placed exactly as
depicted on the right.

Note: the signature may never be created directly from the


typefaces or manipulated. The Logo and tagline must always
appear together and in this order and in uppercase unless
approved otherwise due to zoning restrictions.
A S I A N TA P A S A S I A N TA P A S
L O G O T R E AT M E N T
• Never alter the logo by changing its proportions.

• Do not alter the lock-up or positioning of the


elements in the logo.

• Do not add any other color to the logo.

• Do not distort the logo-mark.

• Do not change the placement of the logo-mark.

• Do not add any unnecessary effects to the logo.

• Do not tilt the logo.

• Do not place any new graphic entity behind the logo


unless placed on our circle-square panels.

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