Sweet GingerStyle Guide

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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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Sweet Ginger standard manual P2

Sweet GingerSweet 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 LogoThe 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 as Thai 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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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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Sweet Ginger standard manual P4

Sweet Ginger Logo font usage Sweet Ginger Logo graphic element

Graphic ElementThis 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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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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Sweet Ginger standard manual P6

Sweet Ginger Logo colors Sweet Ginger Logo area

.25”

.25”

.25”.25”

Logo AreaThe 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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Sweet Ginger standard manual P7

Sweet Ginger Logo don’t

Logo Don’tThe Sweet Ginger logo should always appear in its original state.

It should NEVER be:

REVERSE

DROP SHADOW

DISTORTED

STRETCHED

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Sweet Ginger standard manual P8

Sweet Ginger Logo don’t Sweet Ginger Typography font usage

TypographyTo give a sense of modern, warm , and friendly, Gill Sans familytypeface 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 / autoABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz!@#$%^&*()_+-=[]{}\|;’:”,.<>/?`~1234567890

Gill Sans Italic 9 pt / autoABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz!@#$%^&*()_+-=[]{}\|;’:”,.<>/?`~1234567890

Gill Sans Semi Boldt 9 pt/ autoABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz!@#$%^&*()_+-=[]{}\|;’:”,.<>/?`~1234567890

Gill Sans Regular 10 pt / autoABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz!@#$%^&*()_+-=[]{}\|;’:”,.<>/?`~1234567890

Gill Sans Italic 10 pt / autoABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz!@#$%^&*()_+-=[]{}\|;’:”,.<>/?`~1234567890

Gill Sans Semi Boldt 10 pt/ autoABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz!@#$%^&*()_+-=[]{}\|;’:”,.<>/?`~1234567890

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Sweet Ginger standard manual P9

Logo based line .75” from top edge

Namebased line .75” from top edge

Size2” x 3.5” veritical formatPaper StockDesign printed on hard stock solid white 80 lb paper.

Sweet Ginger Business card

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Sweet Ginger standard manual P10

Size4.125” x 9.5” horizontal formatPaper StockDesign printed on hard stock solid white 24 lb paper.

Sweet Ginger Business card Sweet Ginger Business envelope

Logo based line 1.5” from top edge

Nambased line 2” from top edge

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Sweet Ginger standard manual P11

Size8.5” x 11” veritical formatPaper StockDesign printed on hard stock solid white 24 lb paper.

Sweet Ginger Business letterhead

Letter width 5.5”

.5”

2”

Letterbased line 1.3” from top edge

Logobased line 2” from top edge

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Sweet Ginger standard manual P12

Size11” x 17” veritical formatPaper StockDesign printed on hard stock solid white 24 lb paper.

Sweet Ginger Business letterhead Sweet Ginger Promotion posters

Promotion PostersThe posters should reflect the friendly, warm, modern, yummy and SWEET experience of food while shocasing their beautiful images.

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