BRAND GUIDELINES NOVEMBER 2023

STAN’S GRILL / INTRODUCTION BRAND GUIDELINES

Welcome to Stan’s Grill! This guide is your key

to unlocking the secrets of our brand, serving
as your road map and trusted companion.
Inside, you’ll find a wealth of information to
help you bring our brand to life.

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STAN’S GRILL \ CONTENTS BRAND GUIDELINES

BRAND GUIDELINES
4 LOGO 11 COLOUR 18 ILLUSTRATION 26 ARTISTIC
5 Primary Logo 12 Primary Colours 19 Characters DIRECTION
6 Secondary Logo 13 Secondary Colours 20 Chevapi Man 27 Photography
7 Logo Safe Area 21 Flame Guy
8 Logo Colour 14 TYPOGRAPHY 22 Flame Icon 30 APPLICATION
9 Usage 15 Typeface 23 Pattern
10 Treatment 16 Hierarchy
17 Colour Use 24 TONE OF VOICE
25 Principles

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STAN’S GRILL \ LOGO BRAND GUIDELINES

LOGO
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STAN’S GRILL \ LOGO

PRIMARY LOGO
Our logo is the corner stone of our
brand. It embodies the bold flavours
from our creations through the use of
heavey custom typography.

The boarder around the typography

is to represent the window from
the kiosk that we operate out of.
Additionally, the border adds a touch
of structure and framing to the logo,
enhancing its visual impact and
ensuring it stands out prominently in
various contexts.

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STAN’S GRILL \ LOGO BRAND GUIDELINES

SECONDARY LOGO The horizontal lockup of our logo is to be used

in areas where space is limited. This can also be
used when the weight of the primary logo feels
overbearing on the other elements within the
composition.

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STAN’S GRILL \ LOGO BRAND GUIDELINES

LOGO SAFE AREA

To help maintain the strength of the
logo the safe area has been defined
around the outside using the size of
the apostrophe.

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STAN’S GRILL \ LOGO BRAND GUIDELINES

LOGO COLOUR 1 2

Our logo may be used in flaming red or

white depending on the background
that it is going to be used on.

Use the elements in your content to

determine the colour of your logo for
maximum contrast and clarity.

On lighter backgrounds use the

flaming red as there will be a good
contrast to help it stand strong. For
darker backgrounds use the logo in 2 4
white as it will be lost on what it is
being placed on.

When placing it on photography make

sure there is high visual contrast so
that the logo stands out.

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STAN’S GRILL \ LOGO BRAND GUIDELINES

LOGO USAGE
Our logo can be used as the
main element because of it’s
strong presence or as secondary
element to support other pieces of
communication.

Be wary of the size so that you can

easily define whether it is a primary or
secondary elements against the other
elements in the composition.

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STAN’S GRILL \ LOGO BRAND GUIDELINES

LOGO TREATMENT Our logo is not just a symbol, it embodies the essence of who
we are and what we stand for.

As such, we hold it in the highest regard and ask that you

treat it with the utmost respect and care. Thank you for
understanding the significance of our logo to our organization.

Don’t add gradients Don’t apply drop shadows Don’t change colours.

Don’t wrap or skew. Don’t add a stroke Don’t change sizing.

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STAN’S GRILL \ COLOUR BRAND GUIDELINES

COLOUR
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STAN’S GRILL \ COLOUR BRAND GUIDELINES

PRIMARY COLOURS
The primary colours used within
our brand are inspired by the very
essence of our craft.

They reflect the intense, dynamic

flames that are integral to the
creation process of our products.
These colours, vivid and commanding,
mirror the vibrant and enticing
flavours that one experiences when
indulging in our creations.

Just as our food ignites the senses,

our brand colours ignite the
Flaming Red Tiger Orange White
imagination, embodying the passion #C30000 #FF7029 #FFFFFF
and creativity that define our journey. RGB: 195.0.0 RGB: 255.112.41 RGB: 255.255.255
CMYK: 0.100.100.23 CMYK: 0.56.83.0 CMYK: 0.0.0.0

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STAN’S GRILL \ COLOUR BRAND GUIDELINES

SECONDARY COLOURS
The secondary colours in our brand’s
palette play a crucial role in enhancing
and reinforcing the impact of our
primary colours, ensuring they remain
the central focus of our visual identity.

These secondary hues act as a

supportive foundation, much like the
sturdy coals that fuel and sustain the
flames in our cooking process. By
drawing from the very source that
powers our primary colours—the
flames and the coals—they establish a
seamless connection that strengthens
Bone Cream White Black
the overall coherence and harmony of #CAC4B7 #FFF9EC #000000
our brand’s colour scheme. RGB: 202.196.183 RGB: 255.249.236 RGB: 0.0.0
CMYK: 0,2,9,20 CMYK: 0.2.7.0 CMYK: 0.0.0.100

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STAN’S GRILL \ TYPOGRAPHY BRAND GUIDELINES

TYPOGRAPHY

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STAN’S GRILL \ TYPOGRAPHY BRAND GUIDELINES

AaBbCc
TYPEFACE
The robustness and boldness of Chivo
perfectly embody the strength and
dynamism of our brand.

Its commanding presence makes it

ideal for highlighting key elements
and headlines, drawing immediate
attention and reinforcing our brand’s Chivo Black
impactful and energetic nature.

Chivo Bold Chivo Medium

abcdefghijklmn abcdefghijklmn
opqrstuvwxyz opqrstuvwxyz
ABCDEFGHIJKLMN ABCDEFGHIJKLMN
OPQRSTUVWXYZ OPQRSTUVWXYZ
1234567890!@#$%^&* 1234567890!@#$%^&*

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STAN’S GRILL \ TYPOGRAPHY BRAND GUIDELINES

HIERARCHY
One
Chivo
THIS IS THE TEXT EQUIVALENT
OF A PLACEHOLDER - MEANT
Whether it’s for headlines,
subheadings, introductory text, or Black

TO BE GLANCED AT, NOT

pull quotes, the Chivo font family
offers a cohesive visual language that
maintains readability and consistency
across various communication
materials.
GALLIVANTED THROUGH
This is the text equivalent of a placeholder
This flexibility not only enhances the
visual appeal of our brand but also Two
ensures a cohesive and professional Chivo - meant to be glanced at, not gallivanted
look that aligns with our brand’s Bold
values of creativity and excellence. through
Three Imagine coming across a sentence that’s as purposeful
Chivo as a screen door on a submarine, whimsically stating,
Regular “I’m the Sherlock Holmes of meaningless text - solving
mysteries nobody asked about.” It’s like finding a unicorn
in a haystack - rare, mythical, and utterly perplexing in its
existence. So, feel free to give it a nod of acknowledgment,
but don’t expect it to enlighten your soul

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STAN’S GRILL \ TYPOGRAPHY BRAND GUIDELINES

COLOUR USE
When incorporating typography into
our branding, it’s crucial to prioritize
contrast to ensure optimal readability
and maintain a strong visual impact. BALKANS’ BEST BALKANS’ BEST
By carefully selecting font weights,
sizes, and styles that contrast
effectively with the background, we
create a visual hierarchy that guides

BALKANS’ BEST BALKANS’ BEST

the reader’s eye and enhances the
overall clarity of our messaging.

BALKANS’ BEST BALKANS’ BEST

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STAN’S GRILL \ ILLUSTRATION BRAND GUIDELINES

ILLUSTRATION

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STAN’S GRILL \ ILLUSTRATION BRAND GUIDELINES

CHARACTERS
Introducing our iconic characters:
the Chevapi guy and the Flame guy. 2
1
1: The Chevapi guy with his flavorful
charm and culinary expertise,
he embodies the essence of our
delicious creations, showcasing
the artistry and passion that go into
every dish.

2: On the other side, we have

the Flame guy, a symbol of our
brand’s dynamic energy and fiery
spirit. With flames as his motif,
he represents the boldness and
excitement that define our brand.

These characters play a vital role

in bringing our brand to life, adding
personality and flair to our visual
identity.

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STAN’S GRILL \ ILLUSTRATION BRAND GUIDELINES

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STAN’S GRILL \ ILLUSTRATION BRAND GUIDELINES

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STAN’S GRILL \ ILLUSTRATION BRAND GUIDELINES

FLAME ICON
The flame icon represents the
spark of inspiration that fuels our
creativity and drives us to push
boundaries.

This icon can be manipulated for the

use as different elements such as
banners or containers to set text
within.

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STAN’S GRILL \ TONE OF VOICE BRAND GUIDELINES

TONE OF
VOICE

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STAN’S GRILL \ TONE OF VOICE BRAND GUIDELINES

Principles

BOLD AND CONFIDENT

Our brand’s tone of voice is
a harmonious blend of bold
confidence, playful creativity,
and warm invitation. We speak
with conviction and authority,
showcasing our strengths and
unique offerings with unwavering
confidence.

Above all, we create a welcoming

CREATIVE AND PLAYFUL

and inviting atmosphere, using
friendly language, empathy, and
genuine appreciation to foster
meaningful connections and build
lasting relationships with our
community.

WARM AND INVITING

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STAN’S GRILL \ ARTISTIC DIRECTION BRAND GUIDELINES

ARTISTIC
DIRECTION

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STAN’S GRILL \ ARTISTIC DIRECTION
HARD FLASH NATURAL LIGHT

Photography
Our brand’s photography direction
is a strategic fusion of two distinct
yet powerful styles: hard flash and
natural light.

The use of hard flash photography

reflects current trends, appealing to
a younger demographic with its bold
and vibrant aesthetics. This style
adds an edgy and contemporary feel
to our visuals, capturing attention
and making a strong impact on
digital platforms.

On the other hand, natural light

photography brings a humanistic
touch to our imagery, evoking
a sense of authenticity and
connection. Through soft, natural
tones and gentle shadows, we
create a visual language that
speaks to community, inclusivity,
and shared experiences.

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STAN’S GRILL \ ART DIRECTION

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STAN’S GRILL \ ART DIRECTION

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STAN’S GRILL \ APPLICATION BRAND GUIDELINES

APPLICATION

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STAN’S GRILL \ APPLICATION SANDWICH WRAP

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STAN’S GRILL \ APPLICATION REWARD CARD

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STAN’S GRILL \ APPLICATION STREET POSTERS / SHOP FRONT

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STAN’S GRILL \ APPLICATION GLUED PAPER POSTER

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STAN’S GRILL \ APPLICATION AJVAR PACKAGING

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STAN’S GRILL \ APPLICATION T-SHIRT

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STAN’S GRILL \ APPLICATION FOOD TRUCK

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STAN’S GRILL \ APPLICATION APRON

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STAN’S GRILL \ APPLICATION STICKERS

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STAN’S GRILL \ APPLICATION TAKEAWAY BAG

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