McAlister s Deli Corporate Identity Guidelines Section A > The Corporate Signature

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1 McAlister s Deli Corporate Identity Guidelines Section A > The Corporate Signature

2 McAlister s Deli Corporate Identity Guidelines > The Corporate Signature > Page A-1 The Corporate Signature The elements of the McAlister's Corporate Signature are the logotype and descriptor. The typefaces used in the corporate signature are hand-created and should never be substituted by other fonts or typefaces, even if such fonts are similar in appearance. When the corporate signature is reproduced, the descriptor should never be eliminated. The logotype and descriptor should always appear together as one unit. The proportional relationship between the corporate signature elements should not be changed. The elements of the McAlister's Corporate Signature should never be rearranged, modified or altered in any way without approval from the corporate office. The mark appearing in the corporate signature should always appear wherever the corporate signature is used, and should always appear in the correct position - at the lower right hand side of the logotype. Logotype Descriptor Reproduction The corporate signature is to be reproduced only from artwork provided in digital files, or from reproduction sheets available from the corporate office. The corporate signature should never been reproduced from scans created from existing materials such as business cards, letterhead, brochures or menus. Such reproductions can be of poor quality and may adversely impact the brand.

3 Page A-2 < The Corporate Signature < McAlister s Deli Corporate Identity Guidelines The Corporate Name as Text Sometimes it is necessary use the corporate name in applications where the corporate signature is not appropriate - such as the body of letters, or in the text or heads of advertisements. Whenever the corporate name is used in such applications, the corporate name should always be presented with the initial characters M and D capitalized. The characters M and A used in McAlister s should always be capitalized. The character c in McAlister s should always be lower-case or set in a size smaller than the initial M that precedes it and the character A that follows it. The possessive apostrophe should always appear. Correct Uses In Text McAlister s Deli McALISTER S DELI MCALISTER S DELI M, A AND D ARE CAPITALIZED. c IS LOWER-CASE OR SMALL CAP. POSSESSIVE APOSTROPHE APPEARS. INCORRECT Uses In Text mcalister s deli MCALISTER S DELI Mcalister s Deli M, A and D are not capitalized. c is the same size (capitalized) as the other characters in the corporate name. A is not capitalized. McAlisters Possessive apostrophe is missing. MCALISTER S c is the same size (capitalized) as the other characters in the corporate name

4 McAlister s Deli Corporate Identity Guidelines > The Corporate Signature > Page A-3 Color Color is a key element in the corporate identity. Any use of the corporate signature should follow these specifications. The logo is not to be reproduced in any other color, regardless of circumstances. When the corporate signature will be printed against a background light enough to provide clear contrast with its elements, a positive version should be used. Three-color, two-color, and one-color options are available. Three-Color Version The logotype prints in PANTONE 574 Green with pen line drop-shadows in PMS 470 Brown. The descriptor ribbon prints in PANTONE 470 Brown with ribbon shadow corners in black. Logotype characters in PMS 574 Green. Pen line drop-shadows in PMS 470 Brown. Descriptor Ribbon in PMS 470 Brown. Ribbon shadow corners in black.

5 Page A-4 < The Corporate Signature < McAlister s Deli Corporate Identity Guidelines Two-Color Version In using a two-color version of the corporate signature, the logotype s characters should print in PANTONE 574 Green with pen line drop-shadows in PMS 470 Brown. The descriptor ribbon prints in PANTONE 470 Brown with ribbon shadow corners in PMS 574 Green. Logotype characters in PMS 574 Green. Pen line drop-shadows in PMS 470 Brown. Descriptor Ribbon in PMS 470 Brown. Ribbon corner shadows in PMS 574 Green. One-Color Versions For one-color applications, it is preferable that the entire corporate signature prints in black or PANTONE 574 Green. As an alternate, the corporate signature may appear in PANTONE 470 Brown. Black PMS 574 PMS 470

6 McAlister s Deli Corporate Identity Guidelines > The Corporate Signature > Page A-5 Four-Color Process Versions In printing the corporate signature in four-color process the logotype s characters should print as process match of PANTONE 574 Green in which cyan = 34%, magenta = 0%, yellow = 81%, and black = 71%. The logotype s pen line drop-shadows should print as a process match of PANTONE 470 Brown in which cyan = 0%, magenta = 58%, yellow = 100%, and black = 33%. The descriptor ribbon should print as a process match of PANTONE 470 Brown in which cyan = 0%, magenta = 58%, yellow = 100%, and black = 33%. The ribbon shadow corners should print as 100% black. Logotype characters are C=34%, M=0%, Y=81%, K=71%. Pen line drop-shadows are C=0%, M=58%, Y=100%, K=33%. Descriptor ribbon is C=0%, M=58%, Y=100%, K=33%. Descriptor ribbon shadow corners are 100% black. Alternately, the entire corporate signature may print as a process match of PANTONE 574 Green where where cyan = 34%, magenta = 0%, yellow = 81%, and black = 71%. The corporate signature may also print as a process match of PANTONE 470 Brown where cyan = 0%, magenta = 58%, yellow = 100%, and black = 33%. C=34%, M=0%, Y=81%, K=71% C=0%, M=58%, Y=100%, K=33%

7 Page A-6 < The Corporate Signature < McAlister s Deli Corporate Identity Guidelines Reversed Color The corporate signature may need to appear where the background is too dark to allow sufficient contrast for a positive to be used. If the background on which the corporate signature appears is too dark, all elements may be reversed out or printed in white or PANTONE 7502 Tan. Reversed Out in white. Reversed Out in PANTONE 7502 Tan. Reversed Out in white. Reversed Out in PANTONE 7502 Tan. As an option, if the corporate signature is printed on a background of PANTONE 574 Green, the logotype s pen line drop shadows and the descriptor ribbon may be printed in PANTONE 470 Brown. If this relationship is used, the descriptor ribbon s shadow corners should be black. This relationship should only be used in applications that utilize enough colors to allow correct usage.

8 McAlister s Deli Corporate Identity Guidelines > The Corporate Signature > Page A-7 INCORRECT Usage These are examples of incorrect usage of the corporate signature. The corporate signature should NOT be used in these ways: INCORRECT: Printing the corporate signature in colors that are close but not approved. INCORRECT: Printing the corporate signature in approved colors, but changing the approved relationships of colors to elements. INCORRECT: Not enough contrast between the corporate signature and the background. INCORRECT: Not enough contrast between the corporate signature and the background. INCORRECT: Not enough contrast between the corporate signature and the background. INCORRECT: Not enough contrast between the corporate signature and the background.

9 Page A-8 < The Corporate Signature < McAlister s Deli Corporate Identity Guidelines Area of Isolation In addition to the color and consistent appearance of the corporate signature, its size and the space in which it is placed must be controlled to assure quality and protect the desired image. To ensure readability of the corporate signature, care must be taken in placement to ensure a minimum amount of space free of other imagery, typography, graphic devices and away from the fold or page edge. This distance of clear space around the corporate signature should never be less than 1/3 of its height. 1/3 height of the corporate signature. Minimum Size The corporate signature should not be used smaller than the minimum size shown here which is one inch in length. Respect of this minimum ensures reproduction quality and legibility. Minimum size 1" in length.

10 McAlister s Deli Corporate Identity Guidelines Section B > Elements Supporting Catering

11 McAlister s Deli Corporate Identity Guidelines > Elements Supporting Catering > Page B-1 Elements Supporting Catering In addition to the approved graphic treatments outlined for the overall corporate brand, elements have been established to support and brand McAlister's Deli as a premier provider of catering. These elements have been chosen to associate a particular warm, easy feeling to guests who are considering McAlister's Deli for their catered events. These elements are catering-specific. They should NOT be used to promote the overall McAlister's brand aside from catering. These elements should only be used in Catering-related advertising, marketing, collateral materials and/or packaging. Catering Plaid The McAlister's Deli Catering Plaid is an original plaid design developed to promote McAlister's Catering. This pattern can be used as a supporting design element in the form of borders, visual anchors, as a repeating motif, bars, squares or as a background. The size and distance relationships of the Catering Plaid stripes and the colors of Catering Plaid stripes should never be altered or changed. The Catering Plaid may be cropped or tiled as necessary. The Catering Plaid should only be reproduced from digital files available from the Corporate Office. Other, different plaid patterns should not be used in conjunction or in place of the approved Catering Plaid.

12 Page B-2 < Elements Supporting Catering < McAlister s Deli Corporate Identity Guidelines Examples of the Use of the Catering Plaid We cater to your every whim.

13 McAlister s Deli Corporate Identity Guidelines > Elements Supporting Catering > Page B-3 Catering-Associated Font - Bickley Script In addition to the approved font family for the overall McAlister's brand, Bickley Script has been selected as an additional font that may be used in association with catering promotion. If using Bickley Script in catering-related materials, it should be reserved for short headlines, mastheads, titles or other instances of short-length copy. Bickley Script should not be used for paragraph-length copy, as long lines or blocks of copy set in script fonts can be difficult and frustrating for a reader. When using Bickley Script for catering-related items, it should always be set in lowercase or with initial caps. Copy set in Bickley Script should never be set in all-caps. Bickley Script Catering outside the box. We cater to your every whim. CORRECT: Bickley Script is used for short lines or headings and is set in initial caps. INCORRECT Use of Bickley Script McALISTER S CATERING Setting Bickley Scrip in all caps is INCORRECT. McAlister s Deli means catering that is simple: one phone call. Sumptuous: a feast of delicious choices, including mouthwatering sandwiches, desserts, beverages and even breakfast selections. Successful: you ll win rave reviews every time! From order to delivery and set-up, count on your McAlister s Deli Catering Pro for outstanding service and support. Whether it s for business, family or friends, whether it s morning, noon or evening, remember... Setting paragraph-length copy in Bickley Script is INCORRECT.

14 McAlister s Deli Corporate Identity Guidelines Section C > System Typography and Color Family

15 McAlister s Deli Corporate Identity Guidelines > System Typography and Color Family > Page C-1 System Typography Certain typefaces have been chosen for their ability to complement the corporate signature and strengthen overall corporate identity. We recommend the following fonts be used in production of materials where possible. Trade Gothic Condensed Trade Gothic Bold Condensed CONFIDENTIAL Gravura Cochin Italic Mrs. Eaves Garamond Book Garamond Bold Garamond Book Condensed Garamond Lite Condensed Cordoba Regular Cordoba Fill DIN Regular DIN Medium DIN Bold

16 Page C-2 < System Typography and Color Family < McAlister s Deli Corporate Identity Guidelines Color Family The McAlister s Deli color family is suggestive and not definitive unless otherwise noted (as in, for example, specific color guildlines concerning color treatment of the corporate signature). The corporate colors are specifically chosen to reinforce the McAlister s brand and it is recommended they be employed as much as possible. PMS 574 C 34-C 0-M 81-Y 71-K PMS 7502 C 0-C 8-M 35-Y 10-K PMS 470 C 0-C 58-M 100-Y 33-K PMS 7500 C 0-C 2-M 15-Y 3-K PMS 132 C 0-C 28-M 100-Y 30-K

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