TheBrandDesign-Guide.pdf

1. €‚‚ ƒ„ †‡€ˆ†‚ ‰Š‹†ˆˆˆ†€‚ €‚‚ ƒ„ †‡€ˆ†‚ ‰Š‹†ˆˆˆ†€‚ €‚‚ ƒ„ †‡€ˆ†‚ ‰Š‹†ˆˆˆ†€‚

2. Œ € ‚ƒ€ „ Ž ‘ ‘ ’ “ „ ” ‚ ‘ • – • € † ‡ † ‡ † †‡† † ‡ † ‡ † €ˆ€ ‰ ‡ ‡ Š — € ‚ƒ „ † ƒ • ˜ ‡

3. ™ ˆ ‰ š ›š ›˜ › ‡ † ‡ † † ‡ ƒ † ‡ † ‡ † † ‰ † ‹‰ Š ƒ • ” ” — ‡ † ‡ † ‡ Š† Competitor Name #1 Competitor Name #2 ˜ „’œ Ž ž Ž ›Ÿ — ¡ ˜ ƒ† ‹ Œ‘ Ž ™ › Ž › ¡ › ™ „ – Ž

4. Š ƒ † ‰„ Ž ž Ÿ œ¢œ˜ Œ ‘ ‹ ‘ Ž ˆ ˆ ‘ Œ ˜ ˜ ‹ Ž ƒ ’ ‰„ „ „ ™ Ž ˆ “ ™ • Œ „ 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.

5. H E A D L I N E S U B H E A D I N G LOGO „ ™ Ž ‘ ˆ‹ Ž Œƒ † ˜ Ž ’Ž ™ ’Ž Ž Ž ‘ ” ™ Ž „ Š ƒ Ž ‘ Š‰ „£ „ ”‹ ‹ ‹ Ž Ž Œ Ž ‘ ‘ €

6. ˆ ˆ ˆ Œ ‘ „ Š ‘ ‘ – ” ‘ Œ¤ „ „ „ Ž ˆ ŠŒ • Œ ŠŒ Œ —˜ ™ Ž ’ ‰ ‘ Š ƒ Š• Œ– Œ

7. ” ˜ ™ › € ‘ ‡ † ‘ ˜ ›‘ › ‘ ‚ „ „ „ Š Š ƒ

8. „ ‰ ‘ ’ €“ Š ‰ ‘ ’ €“ Š ‹ ˆ Œš ƒ

9. €‚ƒ„ † ‡ˆ‚‰Š Š ƒ Š ˆ ˆ Œ˜ Ž ˜ Ž ¤ ˜ „ Ž ” • ’ „ „ — ¤ ™ ‘ ›‘ Ž ‘‘‘ † ”˜ ˜ › ” ¤ ˜ ¡ ˜ ˜

10. Š ƒ Ž Œ” š „ Ž ƒ Š ‘ Š ˜ ‰ ‰ † † Š † ‰ † † † †‚ † ‘ † Š Ž †‰”” ‰ † ‰ ‰ † € ‚ ‚ €‰‰ ‰

11. ‰ Š Š •–‘ ‘ ˜ Žš – Š ƒ – ˆ — £„ ” ™ Authentically Prepared

12. Œ ‘ ‹ – • ‹ Š ƒ ˜ ˆ ŒŒŒ —˜ ™ ‹¥‘ † ˜ ‚¡€ ™ Ž †‰‰ ‰ † † † † ‰ ‰ ‰ Š Š † ‡ †• Š –‘ ‡ — † ‰ ‰ † † ˜ † ‘ † Ž †‰ ‰ ™ † ‰ ‘„ ŠŽ ‘ C L UB CLUB C L UB SUSHI CLUB SUSHICLUB SUSHI C L U B SUSHI C L U B SUSHI C L U B Authentically Prepared Authentically Prepared Authentically Prepared Sushi Club Authentically Prepared Authentically Prepared S C S C S U S H I C L U B SUSHI CLUB A U T H E N T I C A L L Y P R E P A R E D S U S H I C L U B A U T H ENTICALLY PREPA R E D S U S H I C L U B A U T H E N T IC A L LY PREP A R E D S U S H I C L U B A U T H E N T IC A L LY PREP A R E D S U S H I C L U B A U T H E N T IC A L LY PREP A R E D A U T H E N T I C A L LY PREP A R E D A U T H E NT I C A L LY PR EP A R E D

13. ‰ ‘ š”› ‘‡ ‘ ™ˆˆ ———šŒ ‰ ‰ ‰ ‘ Œ Ž ‘

14. 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 ‘ Ž „ – ˆ ˆ Œ ‘ – ˜ Ž „•˜ ƒ ¤ ˆ¡‚ ” ™ Ž ›œ‰ Ž ‰ ¤ ¡ ‰ “ 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 of Marsh Museum Modern Art of Marsh Museum Modern Art of ˜ ˆ ˆ • • Œ

15. € ‚ € € „ „Š Authentically Prepared 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 Y O U R F A VORITE PA R T O F T H E D A Y I S H E R E Authentically Prepared „ Ž ‘ ˜ œ Ž ¡ ƒ ¡ œ Œ ƒ

16. ‰ ‚ Š ‘

17. Marsh Museum Modern Art of Marsh Museum Modern Art of Marsh Museum Modern Art of Marsh Museum Modern Art of 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.

18. „ Marsh Museum Modern Art of Marsh Museum Modern Art of œŠ ‘ ¤ €¦ ™ ™ žŸž Ÿ † ƒ ™ Š ƒ • Œ˜ ‡ Š†‡œŠ‰šŠ† ”– Ž ” ‹ † € ˆ ‚ œŠ œŠ šŠ

19. A A A A A A A A A A A A A „ — ‘ Ž Ž ” ¤ ” ¡ ¡ ’ typography typography typography typography Ž — ” ‘ g g gg a a aa t t t t g g g g

20. Traditional. roma t e i r d Ris ky UR GENCY BO LD the Psychology of Typography ‰ ‘ „ Š “ Š ƒ ˆ ™ —š Œ¤ ”‰’•Š ” ‹—Œ W I D E S P A C I N G TIGHT SPACING lowercase

21. This would be the body copy size and format that most larger blocks of copy will be shown in. Make sure it is readable and matches well with the heading and subheading font choices. Small print goes right here in this area. „ Š ˜ žŸ HEADLINE GOES HERE. SUBHEADING GOES HERE Š 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 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 1 2 3 4 5 6 7 8 9 10 @ # * ( ) $ % ! 1 2 3 4 5 6 7 8 9 10 @ # * ( ) $ % ! 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 1 2 3 4 5 6 7 8 9 10 @ # * ( ) $ % ! 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 1 2 3 4 5 6 7 8 9 10 @ # * ( ) $ % ! Š ƒ Ž • Œ ¤ ‚§ –‚‚¨ ž Ÿ ¦ ——ƒ “”

22. Does not include areas south of Smith mountain rd. FISH SO FRESH YOU CAN EAT IT RAW. NOW OFFERING DELIVERY TO SOUTH CHARLOTTE Does not include areas south of Smith mountain rd. ﬁsh so fresh you can eat it raw. now offering delivery to south charlotte Does not include areas south of Smith mountain rd. FISH SO FRESH YOU CAN EAT IT RAW. now offering delivery to south charlotte Does not include areas south of Smith mountain rd. FISH SO FRESH YOU CAN EAT IT RAW now offering delivery to south charlotte Does not include areas south of Smith mountain rd. FISH SO FRESH YOU CAN EAT IT RAW NOW OFFERING DELIVERY TO SOUTH CHARLOTTE Does not include areas south of Smith mountain rd. FISH SO FRESH YOU CAN EAT IT RAW now offering delivery to south charlotte ƒ Ž ‰ ‘ ˜ Žš ž Ÿ – ™ – “ ˆ Š “ ˆ Œ Ž ™ œ —

23. Œ Œ ˆ ŒŽ ‘ ˆ ˆŒ „ ‘ ’ ƒ’—’‰ © Ž ‘ ˜ †

24. —Ž ‘ ‘ Š „ žˆ€¡‚¨ŸŠ ›Š ˜ › ‘ Ž €€+ who are successful 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?

25. ‰ ‰ ‘ ‘ ¡ ™ – Ž žŸ ž Ÿ ‘ ‹ ›˜ žƒ Ž¡ Ÿ „ ‚ˆ“ ”ˆ• –”ˆ ˆ—‚” ƒ„˜” „ˆ‚ „™ ƒ”ƒ€ „ ‚ˆ“ ”ˆ• –”ˆ

26. ‘ ˜ ˜ ™ Ž ˜ ™ ˜ Ž ’ Š ƒ ™ ‹ ˆ šŒ” ƒ

27. ‘ „ ˜ ›‘ ›‘ › › › ž † ¤ Œ ‘ „ ‘ „ Marsh Museum Modern Art of Marsh Museum Modern Art of Marsh Museum Modern Art of Marsh Museum Modern Art of Marsh Museum Modern Art of Marsh Museum Modern Art of Marsh Museum Modern Art of Marsh Museum Modern Art of

28. 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 Marsh Museum Modern Art of Marsh Museum Modern Art of Marsh Museum Modern Art of ‚ ‘ œ ž Ÿ œ ž Ÿ œ ž ¡ Ÿ • “ “™ „ ’ † • › Š ƒ ˆ Š Œ

29. Single Color Dark Background BW Light Background

30. 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

31. FUNNY CLEVER SERIOUS GENTLE OR ROMANTIC CONFIDENT CAUTIOUS Œ ƒ Ÿ € ‰ ‘ † ” ” ﬁsh so fresh you can eat it raw. my chopsticks need a break. Authentic and 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. Š ƒ ž • Š ˆŒ œ ‰ ‰ ‘

32. Ÿˆ ‹ ‘ Authentically Prepared DESCRIPTION DO DON’T TO LEARN MORE ABOUT THIS TECHNIQUE AND OTHERS VISIT: LEARN.G2.COM/BRAND-LANGUAGE Š ‘ ƒ ‘ ¡ ‘ „ Š ƒ ‘ „ Š ‘‡ Š‰ Ž ‘ — Š ‘ ‘ ‡ ‘ Š ‘‡ ‰Š ‘‡ ‘ Š ƒ ‘ ‘ ‘ ‘ ¡ ‘ ‡ ‘ Š ƒ ” ˆ Œ Œ CHARACTERISTICS VALUES

33. € — ‰ ‘ Š ‘ ’ ƒ š € € Š — • – „ Š ‘ „ • – • –‘ € Š‘ ‘„ ” ‘ Š ƒ œ Œ† ˆ ˆ ˆ Œ

34. „ ‘ „ ‘ Authentically Prepared

35. ‚ ‰ ‘ „ ¤ ¡ ˜ ˜ ¡ ‘ ‘ ¡ ” „Š €

36. „ ‰ ‰ ¡ ‘

37. š ˆ€ˆ‚‚ ƒ ˆ€ˆ‚‚ ƒ › Œ ‘ žŸ ˜ ž Ÿ •€ ‰ – €‚— ‡ € Œ “ Ž ¡ “ ™ ž Ÿ ‡ € ‘ „ ‡ œƒ“ žˆˆ‚œ™€‚ƒ˜ˆ€ˆ‚™ƒ—œƒ‡

38. œ œ B R A N D D E S I G N P R E S E N T A T I O N S U S H I C L U B € ” Ž š ª « Œ This would be the body copy size and format that most larger blocks of copy will be shown in. Make sure it is readable and matches well with the heading and subheading font choices. Small print goes right here in this area. HEADLINE GOES HERE. SUBHEADING GOES HERE Š 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 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 1 2 3 4 5 6 7 8 9 10 @ # * ( ) $ % ! 1 2 3 4 5 6 7 8 9 10 @ # * ( ) $ % ! 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 1 2 3 4 5 6 7 8 9 10 @ # * ( ) $ % ! 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 1 2 3 4 5 6 7 8 9 10 @ # * ( ) $ % ! „ ‘ „ ‘ Authentically Prepared ‘ Š „ € € ‚€ ¡ Š Ÿ¡ ƒœ‚Šˆ„ Ÿ¡Šƒœ‚Šˆ„ˆ€ˆ‰Š € „˜ƒ‚‚ ‹Ÿ¡“œ ‚Š–“€‚™”ˆ˜ƒ¢ˆ‰‚˜˜” ‰‚ ƒ Ÿ¡‚™”ˆ‰Šƒ ‰ˆ“‰Š‰‚ˆ €‚ ‰€£‚Šˆ“ˆ‚ ”€¡

39. ¡ ˜ „ ¡ ¢ ¢ Ž œ € € ‚ ‚ƒ ‚ „ † ‡ ˆ ‰ Š – Œ ˆ ˆ ‹ ˆ “ ‘ ˆ Œ¡ ‹ ˆ ˆ ’ Œ

40. „ ‘’‘ “ ¡ ˜ sell yourself. „‡‡€ € ‰ ‘ ƒ—‰–— ”“ ˆ‚˜ƒ‚¤ƒ” ƒ ˜ˆ€ˆ‚‚ ƒ€–™—€ ‚Šˆ ˆ€ ¤ƒ—“ ‚Šˆ “ƒœ”ƒ“–”ˆˆ€ƒ—‰ˆ€Ÿ

41. ‰ ‘ ™ ž Ÿ „ ‰ ‘ ‘ ‘ ¡ ¥

42. ˆ€ˆ‚‚ ƒ ˆ€ˆ‚‚ ƒ — “ˆ” ˆ€ „ ˆ ‘ ž Ž Ÿ˜ ž Ÿ ‡ † „ ž Ÿ „ „ Š‚ €‚Šˆ “ –ˆ‚œˆˆ ” ˆ‚ˆ€ˆ‚‚ ƒ ““— “ˆ” ˆ€—” „ ‡ ‘ Ž “‰ ¢„¬ ž Ÿ ‡ ‘ €

43. „ ‘ ‘ „ ‘ „ ‘ „ ¡ ¡˜‘ ‘ „ • „ Ž ˆ ‘ ‡ ‰ Œ

44. Ÿ¡“‚ƒ™“ƒ ‰ˆ Ÿ¡ˆ¤ ƒ ƒ€ ‰ƒ€“™„–ƒ”€ ‹Ÿ¡ƒ¦ “ €€ˆ‚€“ ƒ‚‰‚ˆ‚ ”€ Ÿ¡•˜” ™€‚ˆ„€£¤ƒ‚ ‰ƒ”ƒ“˜Šƒ‚ƒ€¡ ƒ—‰€ˆˆ‚Š €–“€‚““€ ˆ•„˜”ˆ˜“¤ ‚Šˆ“ƒœ”ƒ“–”ˆ ˆ€ƒ—‰ˆ€‰””ˆ“ ¤™ƒ—œ‚‚ƒ€ˆˆ‚Šˆ”™ƒ—‚ „ƒˆ“ˆ‚ ”Ÿ

45. 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 ‚ ‘ ‘ ‘ ‘ „ ™ ™ ‘ Ž Œ ˆ Œ® –

46. † € ‘ ‰ Š ‘ Ž ˆ ˆ ˆ “ Œ

47. Œ ƒ ‘‘‘ ‡ † † ‰ ‰ † †‡† ‡ † ‡ † ‡ † ‡ †‰ Œ¢‰€ Š£† Œ‘ „ ‘ ›

48. Š ‰ ‘ „ ‰ Š ‘ ‘ Š ‰ƒ ‘ ‘ Š ‘ • –‘ „ Š ‰ ‘ no volcano rolls served here. ﬁsh so fresh you can 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.

49. ¤ ‰ ‰ ‰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 ˜

50. ‘ 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 „ † ‚ ‚„

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