McAlister`s Deli Corporate Identity Guidelines Section A > The

McAlister’s Deli Corporate Identity Guidelines
Section A > The Corporate Signature
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.
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
“M”, “A” AND “D” ARE CAPITALIZED.
“c” IS LOWER-CASE OR SMALL CAP.
POSSESSIVE APOSTROPHE APPEARS.
MCALISTER’S DELI
INCORRECT Uses In Text
mcalister’s deli
“M”, “A” and “D” are not capitalized.
MCALISTER’S DELI
“c” is the same size (capitalized) as
the other characters in the corporate name.
Mcalister’s Deli
“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
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.
Descriptor Ribbon
in PMS 470 Brown.
Ribbon shadow corners
in black.
Logotype characters
in PMS 574 Green.
Pen line drop-shadows
in PMS 470 Brown.
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
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%.
Descriptor ribbon is
C=0%, M=58%, Y=100%, K=33%.
Pen line drop-shadows are
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%
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.
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.
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.
McAlister’s Deli Corporate Identity Guidelines
Section B > Elements Supporting Catering
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.
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.
WWW.MCALISTERSDELI.COM
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.
McAlister’s Deli Corporate Identity Guidelines
Section C > System Typography and Color Family
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
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
PMS 7502 C
34-C
0-M
81-Y
71-K
0-C
8-M
35-Y
10-K
PMS 470 C
PMS 7500 C
0-C
58-M
100-Y
33-K
0-C
2-M
15-Y
3-K
PMS 132 C
0-C
28-M
100-Y
30-K