“Providing you with the right food, in the right proportions�
Brand Guidelines
“Providing you with the right food, in the right proportions�
GUIDELINES CONTENTS
MEEL 05 THE BRAND Corporate Native Logo Logo Elements Logo Specifications Logo Clearance Area Minimum Sizes Tagline
COLOURS Brand Colour Scheme
VARIATIONS Main Scheme Variations Other Colours
LOGO USAGE Text Usage Colour Usage Alterations not allowed
TYPEFACE Corporate Typeface
07 08 09 10 11 12 13
14 15
16 17 18
19 20 21 22
23 24
BRAND ON PHOTOGRAPHY
25
STATIONARY
30
Letterhead Complimentary Slip Envelope Business cards Versions
31 32 33 34
MEEL
05
WHO’S MEEL? We are a company with many goals. We strive to be the best at what we do, keeping ourselves motivated and positive to produce excellent products, providing our customers with top service and quality. Our main goal is to get into everyone’s lives and help them make the best choices when it comes to what they eat.
OBJECTIVES Meel has some simple objectives to achieve and maintain in the for coming future these are: - - - - - -
Efficiency is one of the top priorities for the brand and it’s customers. To change the fast food system into a healthier one. Providing you with the perfect meal at your desired spot. Make the customer feel the company was made for him/ her. Listen to the customers needs and full fill their desires. Help out and teach the non-targeted audience how to change their diet to a healthier one.
MEEL ATTRIBUTES
Tailor made Customized Scale Centre
Fresh Healthy New Cool
OUR TONE OF VOICE is driven, vibrant and honest in what we will do in the food sector.
TARGET AUDIENCE Everyone who would like to have a healthy life style and especially: Athletes, Gym Instructors, Coaches, Players and all sports section.
06
THE BRAND
07
Corporate Native Logo
MEEL??? IS THERE A MISTAKE? No there isn’t our Brand’s name it’s intentioned to be like that. The name came from a Dutch word “Meel” that means “Flour” in English. Meel has a double meaning behind its name; the “Meal” itself, which is an instance of eating and is specifically one that takes place in a specific time and includes specific food. The other meaning is the ingredient itself that is esential to produce food. So in few words we would like to give a meaning to our Meel: essential specific food.
08
Logo Elements
Meel “M” symbol
Logotype “Meel” written with a Capital “M” and the rest are written in Lowercase.
HAVE YOU HEARD?
“The Meel corporate logo always includes the Meel “M” together with the their typeface.” Yes, you’re right we will push and focus on our symbol rather than the name of the brand. We strongly believe in our symbol and in the near future we will mostly advertise without the corporate name. The name has it potential too; it is very easy and simple to pronounce.
09
Logo Specifications
o
5m m
100
o
45
5mm
Ø 10mm 34.38mm
Ø 8mm Ø 4mm
5mm
26mm
5mm
THE SPECS. The Meel symbol is strictly tight to the measurments above. The mathematical part of the symbol is part of Meel’s Identity, were it represents measure and precisesness. The max size of the typeface is shown too, together with the out of bounds area.
10
Logo Clearance Area
No other contents are allowed in side the dotted line
A SIMPLE RULE TO OBSERVE Clearance is really important for a logo to be noticeable and legible. In order to use our logo you must observe this rule.
11
Minimum Sizes
31.36mm
7.67mm 10mm
30mm
Favicon
INSTRUCTIONS FOR THE MINOR SIZES. The Meel logo should not be displayed below the minimum size. In print, the minimum size is 30 x 31.36mm for the typeface version and 10 x 7.67mm for the “M” symbol only. A favicon is created for our web. page or it could be used in the rare cases where the “M” symbol could not be used.
FOR YOUR INFORMATION.. The favicon is taken from the “M”’s twists.
12
Tagline
“PROVIDING YOU WITH THE RIGHT FOOD IN THE RIGHT PROPORTIONS”
“PROVIDING YOU WITH THE RIGHT FOOD IN THE RIGHT PROPORTIONS”
“PROVIDING YOU WITH THE RIGHT FOOD IN THE RIGHT PROPORTIONS”
“PROVIDING YOU WITH THE RIGHT FOOD IN THE RIGHT PROPORTIONS”
OUR SAY Our tagline is quiet straight forward at the moment. Taglines are made obersving clearance area on page: 11 & on the above layouts: Left, Right and Under the Logo when placed near it.
13
COLOURS
14
25
99 99
75
#9
199 = R = 1 47 200 = G = 1 49 202 = B = 15 2
9
ay Gr
%
%
50
%
%
%
25
CC
Pur e 50
%
25
C
ay r G
50
#C
CC
75
%
WHITE No Colour
36 = C = 00
01 = M = 00 17 = Y = 00 00 = K = 50
00 = C = 72 00 = M = 02 00 = Y = 33 25 = K = 00
25
%
75
75
%
50
%
50
%
%
%
tint
#9 9C
R COLOU TINTS
C CC
C CC
#3 3C
043 = R = 162 184 = G = 215 183 = B = 214
%
2M 6 32
Pan ton e3 2M 26
Pan ton e
Brand Colour Scheme
Pur e 2 5 MEEL COLOURS
We made sure to choose the main colour to be on the cooler side of the spectrum to represent our freshness. The main colour is Jade green, a mixture of blues and greens.
IMPORTANT TO NOTE
In our colour scheme no Blacks or Dark colours are allowed! 15
VARIATIONS
16
Main Scheme Variations
MIX AND MATCH We have tested and created some variations of our logo with our main colour scheme.
17
Other Colours
WOOWW NICE COLOURS! The logo can be used with other fresh look colours.
18
LOGO USAGE
19
Text Usage
Not Allowed Allowed
MAY I PLACE THE TEXT AS I DESIRE TO? No sorry. The typeface is strictly bound to one position no other alterations are allowed. You are allowed to remove the typeface and use the symbol only by observing the rules on page: 13 (Minimum size).
20
Colour Usage
Don’t use the same colours like the background
Don’t use this style
STRICTLY NOT ALLOWED COLOURS
YOU CAN’T.. Make use of blacks or dark colours when representing our brand and you are not allowed to make use of the first 2 types of usage, especially the first one.
21
Alterations not allowed
WIDTH SCALE HEIGHT SCALE
PINCH ROTATE
SKEW
OOOHHH DEFINITELY YOU CAN’T.. NO ROTATING, NO SCALING WITHOUT RATIO, NO PINCHING, NO SKEWING without our discreet permission. Even you ask we definitely won’t allow this.
22
TYPEFACE
23
Corporate Typeface
0.2mm inside offset with round corners
Tw Cen MT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 TEXT The corporate logo make use of the same typeface used for normal use with an alteration. We offset the original typeface with 0.2mm inside with round corners. The font is available to download at your request. Just leave us a comment anywhere ;)
24
BRAND ON PHOTOGRAPHY
25
“Providing you with the right food in the right proportions�
26
27
28
STATIONARY
30
Letterhead 5.64 cm 1.48 cm
1.48 cm
2.66 cm 22.27 cm
Meel , 28, Bakery Street Sliema SLM 2898 Telephone : 21411733 Delivery : 27411733
5.50 cm 3.59 cm
1.48 cm 8.62 cm
31
Complimentary Slip
FRONT 8.45 mm
8.45 mm 137.96 mm
8.01 mm
8.01 mm 35.50 mm
74.29 mm
Meel , 28, Bakery Street Sliema SLM 2898 Telephone : 21411733 Delivery : 27411733
With Compliments....
18.21 mm
63.60 mm
50.27 mm
32
Envelope 162 mm
49.2 mm
114 mm
33
Business cards Versions
...“Providing you with the right Foods in the right Proportions....”
Phone No : 21411733 Delivery Service No : 27411733
www.meel.com.mt
...“Providing ...“Providingyou youwith withthe theright right Foods in the right Proportions....” Foods in the right Proportions....”
Phone No : 21411733 Delivery Service No : 27411733
www.meel.com.mt
...“Providing you with the right Foods in the right Proportions....” Phone No : 21411733 Delivery Service No : 27411733
34
www.meel.com.mt
MEEL BAKERY STREET, SLIEMA, MALTA SLM 2898
2141 1733
http://www.meel.com.mt