As we mentioned Wednesday, table tents must have the same look and feel as the rest of the marketing materials that a restaurant uses. Kona Grill uses their table tents for seasonal promotion, and continues the theme in their email campaigns. For example the table tent below is used to promote their “Slim Chance” menu which offers low calorie food and drinks for a limited time. Although the table tent insert uses different imagery than the email campaign (also below) they feature the same style of photography, and the same layout for the campaign name. The style of the [slim] chance is mirrored on the Kona Grill website, in the regular menus, and on the Facebook page.
A brand handbook is essential in establishing consistency within a brand. It is an internal document that conveys the company mission, vision, and visual standards. The following is a little bit more about the handbook:
What’s in it?
A brand handbook can contain various things. In general, it should have at least the following:
- Table of contents
- About the company
- Logo Usage – where and how the logo will be seen
- Color specifications – Pantone, CMYK, RGB, Web Hex
- Uses and Misuses of the logo
- Typography – including font type, alignment, headers, sub-headers, etc.
- Design Elements and/or variations of the logo
- Publication examples
- Contact information
Why is it important?
A brand handbook is important to have because it lays down rules for the elements that visually represent a brand. It is a resource for the ways in which a logo should and should not be used, what colors represent the brand, stock imagery that should be used in association with the brand, and what the company stands for.
The brand handbook also reflects the foundation and essence of a company. The brand handbook should serve as inspiration for not only marketing and design projects, but for strategic decisions about the growth and goals of the company.
The elements in a brand handbook are important to standardize because these elements are the pillars supporting the brand. Standardizing the elements in a brand handbook ensures that their usage aligns with brand messaging, and that the brand is not diluted by inconsistencies. Logos, fonts, typeface, and layout are easy to distort, and if a brand doesn’t regulate the usage of these elements, the brand’s core message of is harmed.
Establishing standards can also help reduce research and design time. While still permitting certain creative liberties, standards ensure that messaging is consistent.
When Microsoft changed its default typeface from Times New Roman (Word) and Arial (Powerpoint, Excel) to Calibri, you might have assumed that Microsoft decided it was time for something different. But in business, there is always a reason for change. In this case, the change reflects a culture shift. Do you print every e-mail you receive? Probably not. In our blog Font vs. Typeface, we discussed how sans serif typefaces increase readability on computer screens.
Calibri is a san serif typeface created specifically for Microsoft by Lucas de Groot. It is part of Microsoft’s ClearType technology. ClearType technology was created to “improve readability on LCD screens.” Because LCD screens are the status quo for computers, tablets, smart phones, netbooks, and notebooks, the shift to sans serif was the right choice. Our culture thrives on mobility and adaptability, and Microsoft aimed to increase readability with the default typeface change.
Did you notice when Microsoft changed to Calibri?
Today we have a quick typography lesson regarding widows, orphans, and rags. Even if you’ve never heard these words associated with typography before, I’m sure you’ve seen them in your reading.
A widow is a single word or short line at the end of a paragraph. Widows create too much white space in between paragraphs and break the reading pattern.
An orphan is one word or short line at the beginning of a paragraph. Although less common than widows, they still affect readability.
A rag refers to the vertical margins of a paragraph or page. Bad rags are uneven and irregular, whereas good rags are in line or have slight differences.
What other typography terms have you heard, but are unclear on their meanings? We’d love to know so we can post about those too!
10 Sustainable tips for print and graphic design
1. Print in Century Gothic. Century Gothic uses 30% less ink than Arial, and is considered one of the most frugal fonts.
2. Use recycled paper. each 20 cases of recycled paper saves 17 trees, 390 gallons of oil, 7000 gallons of water, and 4100 kwh of energy. It also eliminates 60 pounds of air-polluting emissions and saves 8 cubic feet of landfill space. That’s a LOT of saving. (Bonus: some recycled paper products have an interesting texture creating a sensory design element!)
3. Buy paper derived from a sustainable forest. These trees are actually grown to be used for consumer products. The initiative has helped curb illegal logging and destruction of forests in North America.
4. Use soy based ink. It might dry a little slower, but soy based ink is much more environmentally friendly than it’s alternative which is petroleum based. (Bonus: provides more accurate colors!)
5. Alcohol free printing.
6. End product recyclable or biodegradable. Try to use products that are good for the environment even when you are done using them.
7. Shop locally. There are less transportation costs and resources used when you buy from the supplier down the street versus the supplier on the other side of the country.
8. Use digital options. Send out coupons through e-mail, and let consumers show their inboxes on their cell phones instead of asking them to print the e-mail.
9. Print double sided. Use less pages when possible.
10. Utilize page space. Why do you need margins that are 1.5 inches wide? Utilize the space on every page by decreasing margins and using a smaller font size.
Do you have any sustainability tips?
Font? No, that’s a typeface.
But what is a typeface? What’s the difference between a typeface and a font? A font is defined as “a complete assortment of type of one style and size.” Typeface is the design of a font. It’s art. For example, Times New Roman is a typeface. Font gets more specific. Times New Roman 12pt Bold is a font.
Typefaces can be overwhelming at times. While you might want to pick a typeface based solely on what you like, there are some basic guidelines for selection.
Serif: a small line used to embellish a letter. Serifs improve readability by leading the eye along the line of type. Example: Times New Roman
Sans serif: use for website. The serifs tend to blend together in lower resolution. Example: Century Gothic
Monospace: every letter takes up the same amount of space. Example: Courier
Script fonts: exactly what it sounds like, these fonts are meant to emulate script handwriting, but can be difficult to read. Example: Lucida Handwriting
Tracking: The average space between characters in a block of text.
Kerning: The horizontal space between characters in a line of text. The goal is to make text easier to read by creating visually equal space between characters.
Leading: Space between the lines of text in a document. The looser the leading, the more readable a document is.
For more typographic terms, see Adobe’s Type Glossary