Brand Manual 2012

Logo/Tagline

The logo for Lou’s is a variation on the typeface Vag Rounded Std (Bold). It is a simple design and plays off the main product of Lou’s, the Hot Dog.

Color

With the color palette for the Lou’s Brand, we tried to stay away from bright colors and use the deep red as the main color with the browns as accents.

CMYK 4% 21% 35% 100% 17% 60% 100% 100% 46% 100% 100% 100% 0% 7% 15% 100%

RGB 243 190 153 0 209 115 35 0 150 41 39 0

Pantone 155 C 140 C 194 C 419 C

Typography

The main typeface used for both the logo and the typographic hierarchy is Vag Rounded Std. For headlines use the bold version with a 2:1 ratio to the light version for body text.

AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890!?@$&(),.:;’

Vag Rounded Std Bold

AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890!?@$&(),.:;’

Vag Rounded Std Light

Container

The container for the Logo reflects some of the aspects of the logo itself. The colors can change within the specified color palette, but the shape itself stays the same.t

Imagery

The biggest attraction for Lou’s is the food, and nothing portrays that better than professional photography of the item itself.

© Thomas Fowler 2012