CORPORATE IDENTITY GUIDELINES...CORPORATE IDENTITY GUIDELINES. Powered by Dining Butler. BRAND STORY Dining Butler is defined by our family oriented culture - an environment that rewards

CORPORATE IDENTITY GUIDELINES

Powered by Dining Butler

BRAND STORY

Dining Butler is defined by our family oriented culture - an environment that rewards creative problem solving. We encourage people to be warm, homely and approachable. Our open culture keeps everyone informed and we work in small teams and move fast to develop new products, constantly iterating and improving.

Like how we apply our brand colours and mascot. The following guideline is created to best feature Dining Butler logo usage.

Updated on 31 Aug 2017 4

CONTENT

01. LOGO

- MAIN VERSION 05

- ALTERNATE VERSION 06

- CLEAR ZONE 09

- MINIMUM SIZE 15

- DO & DON’TS 17

02. COLOURS

PRIMARY 20 - PANTONE, CMYK, RGB, WEB

SECONDARY 21 - PANTONE, CMYK, RGB, WEB

- BLACK & WHITE 22

- REVERSE WHITE 22

03. FONTS

- PRIMARY 25

- SECONDARY 27

- DIFFERENT LANGUAGES 28

04. APPLICATIONS

- OFFICE STATIONERY 30

- MASCOT 35

- ICONS 38

01. LOGO

- MAIN VERSION

- ALTERNATE VERSION

- CLEAR ZONE

- MINIMUM SIZE

- DO & DON’TS


01. LOGO MAIN VERSION

Strictly no alteration must be imposed on the

logotype. All specification must be strictly

adhered and avoid recreating the logotype.

Only the original artwork provided should

be used.

Written approval from Dining Butler is required

when obtaining original logotype artwork.

Please note that the logotype must be clearly

visible and distinct from the background.

Symbol

Logotype

Tagline






be used.





01. LOGO ALTERNATE VERSIONS


01. LOGO ALTERNATE VERSIONS (MALAYSIA & THAILAND USE)





be used.

“Powered by Dining Butler” can be place

anywhere within the artwork.





Symbol

Logotype

Powered by Dining Butler


01. LOGO ALTERNATE VERSIONS (MALAYSIA & THAILAND USE)





be used.

“Powered by Dining Butler” can be place

anywhere within the artwork.






01. LOGO CLEAR ZONE

The primary logo is to be placed on top of

complicated background. At all times, the logo

should be displayed promeinently and clearly.

This illustrates clearly the guideline, marked

by “x” , as a acceptance and manatory

margin away from the logo and the tagline

that must be left empty, without any design

element. This mentioned guideline should

be followed strictly. Otherwise obtaining

written consent is a must.

Clear zone

X


01. LOGO CLEAR ZONE

The secondary logo is to be placed on top

of complicated background. At all times, the

logo should be displayed promeinently and

clearly. Mainly for print or web usage.








Clear zone

X


01. LOGO CLEAR ZONE

1/2 of x

Clear zone




clearly. Mainly for digital purposes.


by “1/2 of x” , as a acceptance and manatory







The primary logo is to be placed on top of










Cle

ar z

one

y

1/2 of y

01. LOGO CLEAR ZONE (MALAYSIA & THAILAND USE)





clearly. Mainly for print or web usage.








Cle

ar z

one

y

01. LOGO CLEAR ZONE (MALAYSIA & THAILAND USE)


01. LOGO CLEAR ZONE

y

Clear zoneThe secondary logo is to be placed on top of



Mainly for preminum or digital purposes.


by “y”, as a acceptance and manatory







01. LOGO MINIMUM SIZE

FOR PRINT - Min. height 35mm

FOR WEB - Min. height 80pixel







Logo and tagline should not be used

any smaller than minimum size shown

respectively. For special circumstances,

obtaining written consent is a must.






Logo and tagline should not be used

any smaller than minimum size shown

respectively. For special circumstances,

obtaining written consent is a must.



01. LOGO MINIMUM SIZE (MALAYSIA & THAILAND USE)


01. LOGO DO & DON’TS

1. Do not add drop shadows.

2. Do not alter the spacing of the logotype.

3. Do not fill the logotype with patterns

or gradations.

4. Do not outline the logotype.

5. Do not reproduce the logotype in any

colours apart from the approved colors.

6. Do not alter or distort the artwork.

7. Do not add other graphic elements to the

logotype.

8. Do not add words or modifiers to the

logotype.

9. Do not remove encircled registered

trademark.

Promotion starts now!


1. Do not add drop shadows.

2. Do not alter the spacing of the logotype.

3. Do not fill the logotype with patterns

or gradations.

4. Do not outline the logotype.

5. Do not reproduce the logotype in any

colours apart from the approved colors.

6. Do not alter or distort the artwork.

7. Do not add other graphic elements to the

logotype.

8. Do not add words or modifiers to the

logotype.Promotion starts now!

01. LOGO DO & DON’TS (MALAYSIA & THAILAND USE)

02. COLOURS

PRIMARY - PANTONE, CMYK, RGB, WEB

SECONDARY - PANTONE, CMYK, RGB, WEB

- BLACK & WHITE

- REVERSE WHITE


02. PRIMARY COLOURS PANTONE | CMYK | RGB | WEB

Pantone 165C

C0 M74 Y94 K0

R255 G103 B27

#ff681d

Pantone 1375C

C0 M45 Y95 K0

R255 G158 B22

#ff9f19


02. SECONDARY COLOURS GRADIENT & SHADES

Pantone Black

90% BLACK

80% BLACK

60% BLACK

40% BLACK

20% BLACK

C0 M0 Y0 K100

R0 G0 B0

#000000

Please note that the gradient is only to be used at 90 degree as shown.

Pantone 165C

Pantone 1375C


02. COLOUR BLACK & WHITE | REVERSE WHITE


02. COLOUR BLACK & WHITE | REVERSE WHITE (MALAYSIA & THAILAND USE)

03. FONTS

- PRIMARY

- SECONDARY

- DIFFERENT LANGUAGES


03. FONT PRIMARY | 1 of 2

Proxima Nova | Light

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890Proxima Nova | Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890Proxima Nova | Regular Italics

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890


Proxima Nova | Semibold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890Proxima Nova | Bold

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890Proxima Nova | Bold Italics


03. FONT PRIMARY | 2 of 2


03. FONT SECONDARY

Helvetica Family


Arial Family


To be used mainly for EDM / E-Newsletter / E-Forms / E-Receipt / Email


03. FONT DIFFERENT LANGUAGES

Examples of different languages to match Primary fonts.

思源黑体

用漂亮的字体设计的字体更有效地传达文本的内容。1234567890

Kozuka Gothic Pro M

美しい書体デザインのフォントを使用してテキストの内容をより効果的に伝える。1234567890

Cordia New

การใช้ตัวอักษรของการออกแบบตัวอักษรที่สวยงามถ่ายทอดเนื้อหาของข้อความที่มีประสิทธิภาพมากขึ้น1234567890

04. APPLICATIONS

- OFFICE STATIONERY

- MASCOT

- ICONS


04. OFFICE STATIONERY LETTERHEAD | DL ENVELOPE | C4 ENVELOPE | BUSINESS CARD


04. OFFICE STATIONERY EMAIL ACCOUNT NAME SET UP

Type in NAME - Company’s name


04. OFFICE STATIONERY E-SIGNATURES

Arial 7point

Arial 9point

Arial Bold

9point

Arial Bold

12point


04. OFFICE STATIONERY WALLPAPERS

4 different choices for selection.


04. OFFICE UNIFORM

Logo Embroidery

FRONT

www.diningbutler.com

BACK

Log

o p

lace

me

nt

are

fo

r vi

sua

lisa

tio

n p

urp

ose

s o

nly


04. MASCOT GESTURES (ONE COLOUR)


Please note that the gradient is only to be used at 90 degree as shown.

04. MASCOT GESTURES (SECONDARY COLOUR)


Please note that the rotation is angled at 15 degree.

04. MASCOT GESTURES (ONE COLOUR)


04. ICONS SINGAPORE SKYLINE


04. ICONS INTERNATIONAL SKYLINE


04. ICONS MALAYSIA SKYLINE


04. ICONS BANGKOK SKYLINE


04. ICONS PICTOGRAMS

Takeaway Pre-orderDine-in Reservation

All pictograms original artwork provided should

be used where ever necessary. Any alteration

or newly created icons or pictograms require

Dining Butler approval.

Written approval from Dining Butler

is required when alterations or new

pictograms are to be created.

Thank you

Dining Butler Limited

Documents

CORPORATE IDENTITY GUIDELINES...CORPORATE IDENTITY GUIDELINES. Powered by Dining Butler. BRAND STORY Dining Butler is defined by our family oriented culture - an environment that rewards