tuscan valley style guide

TUSCAN VALLEY2013STYLEGUIDE

2/ STYLE GUIDE STYLE GUIDE /3

PROJECT 01 | RESEARCH | TUSCAN VALLEY BRAND

INTRODUCTION

There are very few restrictions on this project and we are able to really show our creativity and express the brand in any way that we feel best. The food station that I was given is the italian Tuscan Valley. It is most popular for its pizza by the slice, and quick easy ser vice. We have taken notice of the type of client that Tuscan Velley attracts. Because of its easy access, and inexpensive options I want to play up these strengths and continue to keep these clients and attract other clients as well.

The brand has an urban and traditional feel. The typography has a fun and unique style. Chalk board typography is incorporated in the menus as well as other small details. The color scheme is classic black and red. There is organic elements such as the paper the stationery is typed on as well as the handwritten elements.

TUSCAN VALLEY2013STYLEGUIDE



MASTER LOGO

I wanted my logo to convey an italian, urban, pizza joint. The goal is to appeal to our target audience which is younger as well as a more mature audience to expand our audience. I wanted to create a few different variations of some of my favorite sketches and ideas that I had. I also wanted to try a variety of digital compositions to see what worked better than others. Here are the ones I felt worked the best.

To achieve this I kept the design classic and gave it a modern element such as the shape or typography. I would like to keep the logo in black and white. I think the contrast is working well and it will go nicely with the chalkboard elements that I plan to implement in other places of the brand.

I have really been drawn to the badge style logo and feel it is working the best so far. I need to consider now which shape will work best for the brand. There is a lot to plan for when you have to take into consideration all the areas the logo will appear and how it will look at different sizes.

PRIMARY LOGO

NEGATIVE TREATMENT POSSITIVE TREATMENT

PROJECT 01 | LOGO | TUSCAN VALLEY BRAND


PROJECT 01 | LOGO | TUSCAN VALLEY BRAND

TREATMENT

The Tuscan Valley logo is meant to be used as intended by the brand system and style. The logo is show to the right as proper and improper ways to use the Tuscan Valley logo. The logo isn’t meant to be used in special colors. It could make for the visibility and readability to of the text to be unclear. It also will take away from the classic and traditional feel that the branding system intended to create. The logo is intended to stay classic black and white.

The clearance around the logo needs to be at least three times the width of the outside of the logo. This is done in order to keep the logo from being obscured by outside elements distracting from the logo.

CLEAR SPACE

Clearance needs to be at least 3 times the width of the outside.

IMPROPER COLOR USAGE

Here are examples of how colors are not supposed to be used with the tuscan valley logo. In order to keep the logo looking classic and staying within the branding system the logo is to stay black and white color scheme.


PROJECT 01 | TYPOGRAPHY | TUSCAN VALLEY BRAND

TYPOGRAPHY

There is a strong typographic style in this brand. We have the organic handwritten typefaces combined with the structured computer fonts. Here are examples of the typefaces that were used throughout the brand. There were two primary typefaces that were used the majority of the time and three secondary accent fonts. The different fonts were used in the following:

• Helvetica Regular: This typeface is used in the main body copy of the brand. The menu desrciptions, website body, logo, typography texture, table tent menu and information as well as the stationery set.

• Rockwell Regular: Table tent header, menu titles, menu subheadings, back of t-shirt, typography texture, website subheadings,

• Fenwich: Tuscan Valley on logo, Menu title

The other accent typefaces were used in all the previously mentioned above context to add to hiearchy within the typography. These typefaces were picked for these specific reasons and should not be changed.

HELVETICA REGULAR

A B C D E F G H IJ 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 0

ROCKWELL REGULAR

A B C D E F G H IJ 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 0

PRIMARY TYPEFACES

frenwich outline

a B C D E F G H I J K L N O P Q R S TV W X Y Z 1 2 3 4 5 6 7 8 9 0

ROCKWELL BOLD

A B C D E F G H I J K L M N O P QR S T V W X Y Z 1 2 3 4 5 6 7 8 9 0

HELVETICA BOLD

A B C D E F G H I J K L M N O P Q RS T V W X Y Z 1 2 3 4 5 6 7 8 9 0

SECONDARY TYPEFACES

The typography has a fun combination of handwritten type as well as structured fonts. There is handwritten chalk typography on the menus, clean helvetica for the body text and rockwell to compliment the style of the handwritten chalk type.


PROJECT 01 | COLOR | TUSCAN VALLEY BRAND

BRAND COLOR

Color is very important to the Tuscan Valley brand. It sets the tone and mood for the entire design. To keep in line with the traditional and classic feel black was chosen. It is a strong color and contrast against the different elements within the brand. Black is used in the following:

• Logo

• menus

• chalkboards

• Type

• Parts of the stationery set

In order to stay in line with the brand style a classic color scheme was needed. Red was chosen to be the accent color to the black. The red is a good pop against the black parts and compliments the organic elements within the brand. Red is used in the following:

• Headers/ Subheadings

• Uniform

• Wall Color

• Punch Card

C:15 M:100 Y:100 K:0

R:210 G:35 B:42

BLACKRED


PROJECT 01 | APPLICATION | TUSCAN VALLEY BRAND

UNIFORMS

The uniforms are a fun way to express the brand in a different way. The uniforms were meant to appeal to a younger generation. Since the employees are all college age the uniform design is fitted to what someone in this age range would like to wear.

The t-shirts are very casual and simple. They are all a charcoal grey color. This is the base shirt for all the uniforms. The color choice is to create a look that never looks dirty. Stains won’t easily show up on this color. The logo on the front of the t-shirt come from the graphic texture that was created with type. There is a pizza, pasta and calzone image that can be used. On the backside there is the company logo and “I love pizza” image on the back.

The aprons have the fun graphic pattern on them. There is an option of black or red apron. They can be worn around the neck or tied around the hips. The employee also has the option of wearing a baseball cap which is black and has the logo on the front.

FRONT SIDE

BACK SIDE

Here is an example of what an outfit might look like put together. The employees have fun paring options with three different t-shirt designs, two different colored aprons and an optional hat.

FRONT SIDE

BACK SIDE

RED APRON



STATIONERY

I wanted to keep my stationery very clean and classic. I also didn’t want to lose the visual style that I had developed in my branding system. The stationery will be printed on an organic style contruction paper.My concept for the business cards was to keep them simple

and urban. I chose to stick with black as my base color because I want to stay in line with the chalkboard style and I want to have them printed on a brown contruction paper. Something that has an organic feel like some of the ex amples I provided on the left. My hopes for

creating the stationery set first will be to set the tone and mood for the rest of the branding. Here are different applications in the menu, business cards and letterhead. Stationery is to be printed on an organic, brown bag construction paper.

TUSCAN VALLEY

2 0 8 . 4 9 6 . 2 8 0 0525 South Center St. Rexburg, Idaho 83460

@byuifoodservicesfacebook.com/byuidahouniversityfoodservices



WEB DESIGN

The website is a combination of handwritten caligraphy as well as structured typefaces. At the top there is an easily found navigation system. There you will be able to select pizza, pasta, calzones, or contact information. When you select on the option it will turn black and take you to the page that you selected. On that page it will showcase the menu, prices and more information.

The color scheme is the same as the rest of the branding system: black, white and red. It is a classic colorscheme that stays the same throughout. There are different options for social media. You are able to connect to our facebook and twitter page as well as look up deals on foursquare. The website also showcases the hours of operation at the bottom of each page.

At the top you can find the navigation.

Social media is a great way to share your thoughts. Here are options where you can do so.

Here is the information or menu listed for the page in which you have selected.

FRONT PAGE DESIGN



I wanted to create fun textures throughout my graphic design elements as well as the layout design. I played around with classic textures such as the brick and introduced it to something modern like the graphic typographic wall. Together the will create conversation pieces and be attention grabbers for those passing by.

SIGNAGE

Here are different examples of where the different signage samples will be placed in the layout of the design. The images specify which walls correlate with.

To the right I planned on giving this wall where the original signage hung a facelift with exposed brick. After the brick was placed I would hang Tuscan Valleys new brand logo. The brick would be a beautiful backdrop to clean black and white logo. It would be slightly raised off of the brick wall to give the logo depth.

On the other side I wanted to play with a fun graphic wall. I created this pattern that is carried throughout the branding and thought it would make an interesting and energetic wallpaper. It would cover the wall show in the image and the framed signage would be hung over the top. I think the contrast of this wall and the brick will be sure to draw in attention.



PACKAGING

Tuscan Valley has some different packaging options. There is a pizza box perfect for the pizza by the slice. It is easily portable and a manageable size. The pizza box is simple with a black and white color scheme. This is different from other pizza boxes and will stand out against other pizza packaging.

There is also a simple cup package design. The typographic texture is used on the outside of the cup to create a fun look to compliment the traditional elements in the rest of the brand. The cup texture can be used in the three different colors: black type on red background, white type on black background and black type on white background. These are the only colors that are to be used in the packaging of this item.

There is also a design for a table tent. It follows the color scheme of the rest of the brand: black, red and white. There is an image of pizza, a deal that is being featured for that week, and the logo with information on hours. There is also a menu on the empty side that is about the featured food item: pizza, pasta or calzones. Here is an example of a pizza special table tent.



CONCLUSION

The goal was to create a brand that was exciting, classic, professional and met the needs of the client. Tuscan Valley is a hot spot for young people and those who are looking for a quick, inexpensive and delicious meal. The stations strengths were as follows:

• It was quick and ready to go

• The pizza could be purchased by the slice

• It was in inexpensive option in the crossroads

These were great strengths that needed be played it. This was done by creating easy to read menus, advertising the cheap options and showcasing the food in a more appealing way. Where the brand was lacking was in its overall style and vibe. In order to create a unique and inviting atmosphere the new brand includes:

• Unique typography textures and graphics

• Chalk board menus to create visual interest

• New and refreshing menus that can be taken with the customer if needed.

• Exciting packaging options to take with you

• A full custom stationery set

Documents

tuscan valley style guide