GRAPHIC GUIDELINES For official logos and all other relevant documents, please consult our secured website for franchisees, www.mikes.ca/extranetmikes. Information Danielle Myrand – Department of MIKES® Marketing Phone: 514-341-5544, ext 231 – Fax: 514-341-5635 –
[email protected]
® A registered trademark used under licence by Imvescor Restaurant Group Inc. / ® Une marque de commerce enregistrée utilisée sous licence par Groupe restaurants Imvescor Inc.
April 2010
INTRODUCTION The purpose of the Trattoria di Mikes graphic standards manual is to maintain a strong and consistent brand image throughout all communication materials in circulation. This tool helps visual identity users ensure the sustainability of the company’s image, an image that we’ve been building for over 40 years. The guidelines outlined in this document must be respected at all times. Deviating from or altering the parameters, in whole or in part, is not acceptable. Anyone using the visual identity of MIKES® restaurants commits to respecting the graphic standards set out in this document. Furthermore, all communication materials carrying the Trattoria di Mikes logo have to be approved by the MIKES® head office before being printed or published. MIKES® restaurants management reserves the right to refuse materials that do not follow the parameters.
REGISTERED TRADEMARK
The logo is registered and so must always be accompanied by its qualifying legal mention. This legal line can be positioned under the logo or elsewhere, provided that it accompanies the logo somewhere within the advertising material. FRENCH ® Une marque de commerce enregistrée utilisée sous licence par Groupe restaurants Imvescor Inc. ENGLISH ® A registered trademark used under licence by Imvescor Restaurant Group Inc. BILINGUAL ® Une marque de commerce enregistrée utilisée sous licence par Groupe restaurants Imvescor Inc. / ® A registered trademark used under licence by Imvescor Restaurant Group Inc.
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3 VERSIONS OF THE LOGO PRESENTATION Since 2007, several Trattoria di Mikes restaurants have opened using advertising materials that carry the new logo. The logo is available in French, English and bilingual versions.
Unilingual French
Unilingual English
Bilingual
TYPOGRAPHY The typography used for the logo: Parmapetit – Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 éèâàôùû ÉÈÊÀÎÔÙÛ
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COLOUR COMPOSITION OF THE LOGO The logo is available in different versions. It comes in 4 PMS colours, process colour, black and white, monochrome (exceptionally) and reversed.
PANTONE (PMS) COLOUR LOGO
Pantone 484
Pantone 7510
Pantone 5747
Pantone Black
The PMS logo uses 4 colours. Pantone 484 The red background is at 100% and the foliage is at 75%. Pantone 7510 The background uses a gradient of 100% to 10%. Pantone Black Font and stroke at 100%. Pantone 5747 The green background is at 100% and the foliage is at 75%.
PROCESS COLOUR LOGO
Cyan: 21 Magenta: 94 Yellow: 97 Black: 13
Cyan: 14 Magenta: 93 Yellow: 92 Black: 4
Cyan: 9 Magenta: 30 Yellow: 79 Black: 0
Cyan: 2 Magenta: 2 Yellow: 15 Black: 0
Cyan: 2 Magenta: 4 Yellow: 16 Black: 4
Cyan: 5 Magenta: 11 Yellow: 40 Black: 0
Cyan: 71 Magenta: 44 Yellow: 98 Black: 42
Cyan: 65 Magenta: 35 Yellow: 88 Black: 20
The PROCESS COLOUR logo uses 9 colours. We use it for all process colour-printed products (four-colour process).
Cyan: 0 Magenta: 0 Yellow: 0 Black: 100
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MONOCHROME COMPOSITION BLACK AND WHITE PRINTING Pantone (PMS): Black (100%) Process colour (CMYK): C: 0% M: 0%, Y: 0% B: 100% Use the black logo for black and white printing and faxes.
PMS MONOCHROME PRINTING The black and white version is recommended but the Pantone 484 and 5747 versions are authorized.
REVERSED LOGO Use the reversed logo (white logo) for one-colour printing on a dark background or a background that does not make the logo stand out.
NOTE: For outdoor advertising, the colours may vary from these specifications depending on the printer and the support used.
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LOGO USAGE MINIMUM CLEAR SPACE Maintaining a clear space means the logo never appears to compete with other elements in the layout. It corresponds to the height of the letter “K” in the word MIKES, but can be bigger, space permitting. In the following examples, the grey zones represent the minimum clear space. Example: For a logo where the letter “K” is 0.25 inches high, the minimum clear space is 0.25 inches.
0.25 in
0.25 in
Exceptional recommended minimum size
Recommended minimum size
MINIMUM SIZE To ensure the readability of the logo, it should never be too small. The recommended minimum size is 1 inch wide. EXCEPTIONALLY, in EXTREME cases, the minimum size can be reduced to 0.75 inches.
0.75 inches
1 inch
THE READABILITY OF THE LOGO AND SIGNATURE SHOULD BE YOUR PRIORITY.
INCORRECT USAGE OF THE LOGO The readability of the logo and signature should be your priority. Here are a few examples of incorrect usage of the logo:
On an angle
Distorted
Framed 6
LOGO AND ADDRESSES LOGO AND WEBSITE
a
b
Maintain a security margin between the logo and the website. This margin equals the height of the MIKES letters.
b The website is aligned with the centre of the M and the start of the S in MIKES.
a
a
mikes.ca b
LOGO, WEBSITE AND STREET ADDRESS OF THE FRANCHISE 1
Guidelines for all layouts where the logo is positioned with the website and the street address of the franchise:
a
Space equals the height of the MIKES letters. Maintain this security margin between the logo and the website.
C
b _The website is aligned with the centre of the M and the start of the S in MIKES. c Space equals the distance between the top of the horizontal panel and the bottom
b
a
of the word MIKES.
a
1 VERTICAL VERSION - _T he street address is 1.2 times bigger than the website (in the example, the website is 10 points X 1.2 = 12 points for street address).
Number Name of street, City, 555-555-5555
C
- _It is centred and should have a security margin (a) above and below.
mikes.ca
2 HORIZONTAL VERSION - _T he street address is 1.2 times bigger than the website (in the example, the website is 10 points X 1.2 = 12 points for the street address).
b
- _It is aligned with the top of the horizontal panel and takes up the space (c) between the top of the panel and the bottom of the word MIKES.
- It is right-justified and should have a safety margin (a) after.
- The website is aligned with the bottom of the green foliage circle.
a
2
c
Number Name of street,City, 555-555-5555 mikes.ca b
a
c
a b 7
LOGO AND ADDRESSES HORIZONTAL APPLICATION OF THE LOGO FOR OUTDOOR SIGNS The logo should be positioned in a rectangular horizontal space and should be accompanied by the words TRATTORIA DI MIKES.
a Logo’s minimum clear space. Maintain this safety margin in the space of the visual for the MIKES logo. b Space in the logo, between the top of the words TRATTORIA DI and the bottom of SINCE 1967:
• Position the MIKES logo to the left in the rectangular space, respecting clear space a of the MIKES logo
•
c
Repeat the words TRATTORIA DI MIKES to the right of the logo: – On the 1st line, position TRATTORIA DI – On the 2nd line, in a larger font, position MIKES to justify it with TRATTORIA DI (approximately twice as large) – These two lines should take up as much space as and equal the height of space b
The colour of the background is red. a
(Pantone 484) or
(Cyan: 21, Magenta: 94, Yellow: 97, Black: 13)
a
a
a
b
a
Square APPLICATION OF THE LOGO FOR OUTDOOR SIGNS The logo should be positioned in a square space and should be accompanied by the words TRATTORIA DI MIKES.
a Logo’s minimum clear space. Maintain this safety margin in the space of the visual for the MIKES logo. b Space in the logo, between the top of the words TRATTORIA DI and the bottom of SINCE 1967: c The colour of the background is red. (Pantone 484) or (Cyan: 21, Magenta: 94, Yellow: 97, Black: 13) a
a
a
b
a
DIGITAL LOGO FORMATS All the logos are available in EPS vector PMS and CMYK formats for printing purposes as well as in JPEG RGB for screen versions (for example, PowerPoint or any other presentation software, and for the Web).
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