CityMade Kitchen

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citymadeestablished 2011

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brand style guide

the contentsour brand recipe

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Preheat the OvenA Cup of the Brand Story Tablespoon of the Mission Statement Teaspoon of the MottoA serving size of Brand Values

making the crust

A Cup of NamingThree cups of the LogoTeaspoon of Unacceptable Logo useFood Coloring Mixing the TypographyTablespoon of Secondary Elements

making the good stuff

Dash of ToneUsing the Identity DecorationsCityMade WebsiteSpread on the ApplicationsMerchandiseAppendix

and finally garnishing

0401

1602

0103

we makea living by what we get,but we makea life by whatwe give winston churchill

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01 Making the Crust

the visionpreheat the oven

04Preheat the Oven

The idea was both simple and daunting. At CityMade, we wanted to create a place for inner city high school students in a city swarming with hundreds of inhibiting influences that obstruct their bright futures, and wanted out kitchen to be a home away from home. We wanted to present the best program with the best opportunities and educational skills for young adults, so that they could make something of themselves and their communities.

01 Making the Crust

the brand storyone cup

Cup of the Brand Story 06

Nataani, a young, vibrant, warm and caring person, grew up in your typical upper middle class loving and supportive family. Nataani was always involved with her community and school activities, such as the womens water polo team and volunteering after school tutoring. She always aspired to teach or mentor kids that were less fortunate than her. She tried spending as much time as she could helping others. After high school Nataani left her home to embark on a new adventure, college. She was accepted to USC, where she moved into the dorms and was exposed to many new and exciting things. She got her first taste of being on her own. Nataani loved LA so much she decided to stay in the city when she graduated. She immediately wanted to start teaching at inner city high schools. Natanni felt she could make a difference and inspire the next generations coming up in this world. Her enthusiam quickly was challenged when she realized that her classes were all at-risk students, with uncertain

futures and not the eager students she was expecting. The students would separate themselves into groups, fights would break out and eventually most of her students would stop turning up to class. Central High in downtown Los Angeles is notorious for being one of the most brutual high schools in the area. One night as Natanni was watching the late night news she noticed that police officers arrested three young men who robbed and held up a market earlier that evening. And in fact, one of those young men was a student of hers that stopped going to class. She felt she wasn’t doing enough to make a positive impact on her students and that she needed to do more. Her project evolved from her two loves: giving and food which empowered Natanni to start a friendly organization called CityMade, an educational cooking experience that started in downtown Los Angeles.

01 Making the Crust

Our mission is to enable young people to redirect their lives and provide hope for their future. Many dont know how to cook or assemble basic meals, and easy access to inexpensive food with low nutritional value has caused bad eating habits. We will give young people opportunities for making better career choices and teaching them better eating habits. Food should be delicious, fun and put a smile on your face.

themissionstatement

one tablespoon

Tbsp of the Mission Statement 08

Our mission is to enable young people to redirect their lives and provide hope for their future. Many dont know how to cook or assemble basic meals, and easy access to inexpensive food with low nutritional value has caused bad eating habits. We will give young people opportunities for making better career choices and teaching them better eating habits. Food should be delicious, fun and put a smile on your face.

01 Making the Crust

the mottoone teaspoon

Teaspoon of the Motto 10

making positive possible

““

01 Making the Crust

just one serving size

the brand values

A serving size of Brand Values 12

COMMUNITYFor us its all about the community. With the brand we intend on rescuing the community’s youth, because they are the future. Helping to empower them and to make positive long lasting changes in their lives and community.

GIVING

nonprofit

This is our key trademark. We are compassionate towards the ones less fortunate but not less deserving. By giving them the necessary tools, they will be able to overcome any obstacle and achieve whatever they put their minds to.

This is our main objective, the funds gotowards the teens for better educationalopportunities, and to help form bettereating habits. Also a safe place to inspire,express, interact and to reachout tothose in need.

Its not where youve been but where youre going

Its not where youve been but where youre going

02 Making the Good Stuff

one cup

naming

A Cup of Naming 16

It’s about a person that is confident and creative. He/she has dreams of making something of themselves, their community and likes making things with their hands. An aspiring individual who enjoys connecting with others and being in a playful eclectic homestyle environment.

citymade is citymade isnt

citymade

confidentcreativeeclecticfreshinspirationalpassionateplayfulurban

apprehensiveconventionalhinderingindifferentlimitedplainpressinguninventive


three cups

Primary logo

Three cups of the Logo 18

The CityMade signature is the graphic representation of our company and the values for which it stands for. It identifies us to the world, displaying an image that is both strong and discrete. The CityMade signature combines the two most important visual elements of our brand, it illustrates the recognizable graphic features that make CityMade signature unique. The signature elements should never be separated. Position, size, and color, along with the spatial and proportional relationships of the CityMade signature elements are predetermined and should not be altered. To ensure consistent representation of our brand identity always use high quality vendors and reproduction methods by following the brand guidelines.


primary logo

clear space primary logo

primary logo inverse

minimum size logo

primary logo application

clear space & minimum size

CityMade logo has been carefully designed to reflect the brand personality and it should always appear in it original form with sufficient clear space surrounding it.

perferred color for the CityMade color is black

for applications where the perferred logo wouldn’t be legible, or if printing restrictions limit the ability to do so, the logo mark must be reversed to blank on a black background is requested.

when the logo is reduced there is a point at which it becomes ineffective, by establishing a minimum size for the logo it is ensuring the logo is always promiment and readable.

for web applications a minimum size of 108 px is perferreda minimum size of .375 inches in height for print

to ensure maximum impact in environments where it appears with other elements, clear space must be maintained on all sides of logo.

the minimum clear space required is relative to the size of the logo. it is equal to the xxx cap-height of the CityMade type as indicated

x

x x

x

x

x

x

x

x

xx

x

x

xx

x

x

x

making positive possible

Three cups of the Logo 20

color logo

Acceptable logo background

Secondary logo application

there must always be sufficient contrast between the logo and the background it appears on. the CityMade logo can be printed on a color, patterened or photographic background if adequate contrast

logotype can be displayed in other CityMade colors. when using grayscale for logo usage use CityMade grey family depicted in color section.


unacceptable logo usage

Do not reset the CityMade type or alter it in any way. Do not alter the overall shape of the logotype. To ensure the impact and preserve the integrity of the logo, any deviation from the established standard usage is prohibited. The following examples show unacceptable usages of the CityMade logo.

one teaspoon

Teaspoon of Unacceptable Logo use 22

unacceptable color logo and usage

unacceptable logo background usage

no gradients, this is a no no!

speechless!

please, dont do this!

you’ve got to be joking, NO!

please, dont do this!

no way, Jose!

wrong color, thank you!

can’t even see it!

wrong color, thank you!

what is this, no way!

this is ugly, this is a no no!

perfer the logo to stand out!

today ismake your markthe day


color breakdown

food coloring

Food Coloring 24

CityMade Avocado Green

Pantone 382 PC

Pantone Black 6 Pantone 425 PC Pantone Cool Gray 5 M

Pantone 378 PC Pantone 396 PC

CityMade Avocado Dark Green

CityMade Avocado Light Green

CityMade Concrete Black

CityMade Concrete Gray

CityMade Concrete Light Gray


mixing

Typography

Mixing the Typography 26


Intro regular

primary display typeface

a b c d e f g h i j k l m n

o p q r s t uv w x y z

0 1 2 3 4 5 6 7 8 9

Intro Regular is the primary display and headline typeface giving the brand a bold and unique presence.


Headline Sizing

Headline Sizing: Web

Tracking and Leading

using intro regular

The typeface is intended to be the most dominant type on the page. It should be primarily used for headlines and main messages.sizes starting at 12 pt (smaller headlines) and 18 pt (typical headlines)

For the web, it’s intended to be the most noticeable on the web page. Same as above, should be used for headlines and main messgaes.sizes starting at 36 px

Typically, Intro Regular doesn’t need to edit it’s tracking or leading, but some adjustments can be made to certain situations, for example customized headlines.

headline

WEB headline

just right


Gotham rounded light

subheads and body copy

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn

Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

0 1 2 3 4 5 6 7 8 9

Gotham Rounded Light is the primary subhead and body copy typeface that celebrates the attractive and unassuming lettering of the city. Gotham inherited an honest tone that’s assertive but never imposing, friendly but never folksy, confident but never aloof.

* Gotham Rounded can also be used in the book letter weight as well, in special cases of subhead or body copy being in a lighter ink color, use your best judgement, thank you!


Subhead and body copy sizing

Subhead and body copy sizing: web

using Gotham rounded

The typeface is intended to be airy and easy to read. It should be primarily used for subheads and body copy. Even Gotham Rounded Light Italic may be used to emphasize things.Subhead sizing starting at 12 pt and up; Body copy sizing starting at 8pt and up

Subhead Gotham Light 14 pt

Subhead Gotham Light 24 px

Not too fussy about tracking and leading, but this looks about right!

Body copy Gotham Light 10 pt

Body copy Gotham Light 18 px

Body copy Gotham Light Italic 8 pt

Body copy Gotham Light Italic 16 px

Tracking and Leading

Typically, Gotham Rounded Light doesn’t need to edit it’s tracking or leading, but some adjustments can be made to certain situations.example: 18 pt body copy, 20 pt leading

For the web, it’s intended to be easily read on the web page. Same as above, should be used for subheads and body copy.sizes starting at 18 px, except italic


one tablespoon

Secondary elements

Tablespoon of Secondary Elements 32

These elements are the look and feel of the brand. All visual elements are to be used with any of the brand colors. Also encourage them to be mixed and matched with each other. And when considering imagery, light-hearted colorful food inspired and urban scenes are recommended.

Graphic breakdown

graphic elements

* Different ways to display stripes

* Different ways to display pattern


shot breakdown: city

shot breakdown: food

The city imagery should black and white, showcasing the inner cities beauty. Allowing outsiders see the uniqueness of an urban city. Such as architecture, telephone poles and even street art or signs.

The food imagery can be in both color and, black and white, showcasing the art of food. Imagery that stimulates your senses, is interesting to look at, shows preparation, utensils.

Photography

Tablespoon of Secondary Elements 34

shot breakdown: people

shot breakdown: graphics with photography

The imagery of faces are those of the inner city teens. These are more of a portrait style and can be in either black and white or color.

These examples of the imagery are fused with graphics or layering imagery on top of imagery. Images of people and food, city and food, people and city or actual graphics can go over any group.

cooking is better with friends

cooking is better with friends

03 And Finally Garnishing

just a dash

Tone

CityMade is based on the core principles of why and how we can help young adults and the surrounding communities. For the organization to be continuously successful, it must act upon the CityMade tone that helps establish our goal for creating our organization. Our brand helps communicate a vision and consistent story to the client or consumer.

Dash of Tone 36

CityMade organizes a wide range of events, often in collaboration with other organizations/businesses. We established a educational working restuarant which helps with a positive work experience for the students as well giving back to the community and which also provides help with funds for the CityMade organization. This helps to communicate the importance of developing a healthy relationship with food, people and themselves.

CityMade aims to develop new knowledge that gives insight into how cooking can improve health, self-esteem, the community. Also increasing a skill set for the students to use in their future and enhance their outlook.

CityMade is making strides through the teens interaction, living examples of those who have chosen to leave the at-risk lifestyle behind them, and chose a more constructive, positive direction for their future.

contribute

Knowledge

Achieve


using the decorations

Citymade Identity

Using the Identity Decorations 38


Using the Identity Decorations 38


sweet

citymade website

CityMade Website 42


spread on

Applications

Spread on the Applications 44


Spread on the Applications 46


promotional

Merchandise

48Merchandise


Merchandise 50

The products that are designed should have the bold graphic elements. Some on the entire product, others just on a corner or spread around the product. All visual elements are to be used with any of the brand colors. Also encourage them to be mixed and matched with each other.

Graphic breakdown

merchandised graphic elements


Appendix

Appendix 52

image name

image name

page

page

File name

File name

cityscapelos angeleswooden spoonscity groundtable gatheringflying birdscity streetgreen patterncity through windowhollywood skycity signapple piecityscapegood life typepumpkinstelephone poleutensils patternPhilipNinacarrots city and jarsgatheringCityMade identityCityMade website displayCityMade plate designsCityMade apronCityMade spoon designsCityMade bagCityMade t-shirt designCityMade cup oneCityMade cup twoCityMade cup three

CityMade logoCityMade logo inverseCityMade logo colorCityMade logo mini

19192019

CityMade logo.psd/.aiCityMade logo inverse.psd/.aiCityMade logo color.psd/.aiCityMade logo mini.psd/.ai

cover title0204081014141624263333333333333434343434,36

SF.psdLAcityline02.psdwoodenspoons.psdcityground.psdgather.psdpigeons.psdcity_streets.psdgreen_patternAB.psd/.aicitythruwindow.psdhollywood.psdcity_sign.psdapplepie.psdcityscape02.psdgoodlife.psdpumpkinsolo02.psdtelephone_pole.psdutensils.psdthickglasses.psdgirl.psdcarrots.psdex1.psdgathering02.psd CityMade_homepg.psdplate_display03.psdApron.psdwoodenspoons03.psdCityMade_bag.psdtshirt.psdCUPdisplay.psdCUPdisplay02.psdCUPdisplay03.psd

logo images

secondary images

Documents

CityMade Kitchen