Taco Manga Corporate Manual

VISUAL IDENTITY MANUAL

Taco Manga Visual Identity Manual


VISUAL IDENTITY MANUAL

Version 090-98772789 printed December 15, 2012 with a total of 56 pages.Copyright @ 2012 Samantha Bengen


The Brand 6

Brand Guidelines 7

What is Taco Manga? 8

The Product 9

Rendering & Views 10

Diagram 12

Six Steps 14

Typography 17

The Logo 20

Logo Marks 21

Logo Type and Lock-Up 22

Logo Usage 24

Secondary Marks 26

Color Studies 27

Color Scheme 28

Logo in Colors 30

Stationery 31

Applications 36

Tags & Shopping Bags 40

Environmental Graphics 42

Storefront 44

Advertisement 46

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SCONTENTS


BRAND GUIDELINES

The impression Taco Manga

make on customers is due

to the overall look and

feel of the product, which

includes merchandising,

packaging, store, business

communications, adverti-

sing and visual media. Each

of us is therefore respon-

sible for ensuring that the

directives and recommen-

dations in this graphic stan-

dards guide are observed.

This manual guide encompasses the key design elements for all commu nication tools involving Taco Manga logos, typefaces and colors to be used through the brand. For the identity to be credible, it must be con-sistently applied in every one of our markets. Systematically applying the principles and recommendations in this manual will reinforce Taco Manga’s unique identity around the world. It should therefore be shared with any supplier involved in produ- cing Taco Manga items or any official

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documents. This policy has helped us maintain our position as the leader in the kitchen tools industry. Over the years, Taco Manga has attempted to achieve excellence in its products and services. In a growing competi-tive and fragmented industry, our managements has recognized the benefits of an integrated corporate visual communications system. This program will provide with a strong uni-fied appearance that we wish to con-vey to the public.

THE BRAND


Taco Manga is a new kitchen tool, that keeps the fiesta in your mouth and not on your clothes. This fun pro-duct will revolutionize your taco dinner experience making taco eating more enjoyable, stylish and mess free. Each product is one solid shade and avail-able in a range of six different colors such a red, dark green, magenta, orange, yellow, and light blue.Taco Manga is an ergonomic product that features new anti-slip technology and an easy grip construction that

WHAT IS TACO MANGA?

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conforms to any size hand, and taco. Light weight and compact-able Taco Manga is perfect for use at home or taken out to accompany those who taco on the go. With Taco Manga, you never have to worry about losing your lettuce again. With Taco Manga everything will stay inside the shell as a result of the smart design, which contains a flat standing bottom.

Taco Manga’s main green

concern: Non chemical re-

leasing. This product will

also reduce the amount of

paper and foil taco holder’s

that are being produced.

THE PRODUCT

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What is does: Taco Manga consists of a flexible taco holder made of food safe quality silicon. It is dishwasher safe, heat and bacteria resistant, and easily stackable for storage. This item functions as a taco holder which helps keep fillings inside the taco shell, and acts as a supportive stand. Each view is meant to show the product from a technical perspective, providing the exact measurements and propotions. All six colors are also being drawn on the right hand side to a smaller scale.

RENDERING & VIEWS

3.5”

3.5”

7” 3.5”

Front View Side View

Top View

The silicon material has

been carefully chosen

since it posses multiple

advantages. This material

allows the product to use

attractive and bright co-

lors. Silicon is also very

durable and resistant to

high heat. However, heat

is not transfered to the

person and it still keeps

the right temperature.

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All six original colors at small scale


DIAGRAM

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These diagrams depict all shapes of Taco Manga: With folded sleeves and unfolded sleeves, wire frames, and inside and outside forms. The smart sleeve system allows any taco size to fit in, whether is big or small. Taco Manga will hold your taco and avoid any spills on your clothes. It has a rounded shape on the sides that allows you to fill the taco with all the ingredients that you wish.It had been designed with a flat bot-tom, to keep it firm while the user is preparing the taco.

Taco Manga’s flexible silicon sleeve rolls down so it does not get on your way as you eat your taco

Taco Manga’s sleeve rolls down

Taco Manga has a rounded shape to fit your taco inside

Taco Manga has an ergonomic shape to fit in anyone’s hand

Taco Manga is primarily made of silicon

Taco Manga’s sleeve has a flat bottom for safer placement and to keep it standing upright

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Taco Manga’s sleeve has a rounded shape and curved back to secure taco and catch spillage

Taco Manga’s Wire frame folded

Taco Manga’s Wire frame unfolded

Taco Manga is an ergonomic

product that features new

anti-slip technology and an

easy grip construction that

conforms to any size hand,

and taco shape.


Place your taco insideTaco Manga

Prepare your taco

Roll down taco sleeve and start eating

Eat all the filling and gravy left inside

Wash Taco Manga like any other kitchen tool

Compact it and store it in your kitchen drawer

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SIX STEPS OF USE

1

2

3

4

6

5

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Taco Manga is so simple to use, that it could be explained in six steps. The product itself has been practically designed for the user to easily under-stand the mechanism. The sleeve’s ergonomic shape allows the user to place the hand in the right place and to position it in the right way to make the taco experience problem free and more pleasant. Due to its smart shape and design, Taco Manga perfectly fits in anyone’s hand.

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Taco Manga can also be

placed on the plate at

anytime while eating.

Another great feature of

this product is the silicon

sleeve to easily roll the

taco down as you eat.


Taco slides inside Taco Manga

Taco Manga can also be

placed on the plate at any-

time while eating. Another

great feature of this prod-

uct is the silicon sleeve that

allows you to easily roll the

taco down as you eat.

TYPOGRAPHY

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Taco Manga has been purposely designed to follow the shape of a real taco.

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Fun Up Your Flavor

Fun Up Your Flavor


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abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ


0123456789

0123456789

Banda

Avenir

A brand’s typeface is its visual voice; therefore font selection is a key com-ponent in the creation of successful communications. A strong typeface differentiated a brand and it should also be a flexible tool for other forms of communications. Typography should also work in concert with the overall design. Since our intention is to depict Taco Manga as a playful, modern, dynamic and friendly, choos-ing the right style of type is critical to be consistent with the brand.

Banda is another playful typeface, that is used mainly for Packaging and Advertise-ment. The main Taco Manga’s tagline “Fun Up Your Flavor” utilizes this typeface, to enhance the overall fun feeling that Taco Manga wants to convey.

Avenir is used in body copy. It is a very legible font therefore is has been chosen to communicate important information clearly and efficiently.

abcdefghijklmnopqrstuvwxyz


0123456789

Tasious

Tasious is a bold typeface and it only comes in Display version. Due to its round and

bold character it has been selected to repre-sent Taco Manga’s logo. Tasious should only be used in any logo variations but it should

not be utilized in any other form.

TYPOGRAPHY

Taco Manga’s typeface

choices are based on the

premise that a strong

typeface differentiates a

brand but it should also be

a fle-xible tool for other

forms of communications.

Taco Manga’s typefaces

have been carefully se-

lected to provide fun

and yet a look corporate.


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LOGO MARKSTaco Manga’s logo marks have been inspired in the classic Mexican wres-tlers, so called “Luchadores.” Since we departed from a fun concept we decided to maintain the style and create a set of fun and friendly characters. These characters have been adapted to look like logo marks combining other elements such as hands, moustaches and star shapes. In order for all these elements to portray the feeling of a taco sleeve, they have been adapted to live inside a rounded taco shape to serve the

Each mark resembles a

Mexican “Luchador” or

wrestler. There is a fusion

between characters and

taco shapes in all marks

always portraying fun. Ele-

ments can also live inside,

outside the taco shape, or

even both at the same time

according to the product.

THE LOGO

logo purpose. To portray playfulness throughout the brand, Taco Manga decided to have multiple marks as primary symbols. Although only one mark may be utilized at the time, marks will always appear in series of multiple ads or packaging. These marks can vary according to thecurrent product series.

THE LOGO

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LOG

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LOGO TYPE & LOCK-UP

LOG

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Taco Manga’s logo is the face of our brand and a key element of our brand identity. Consistent use of the logo is essential to maintaining our identity and gaining instant recogni-tion across all marketing channels and media. We created our primary logo based on a bold and rounded typeface that gives a strong character to our brand. Although the logo type should be depicted as a lock-up, with any of the primary logo marks, it may sometimes appear by the side for

White Reversed Logo

Stacked Taco Manga Logo

Unstacked Taco Manga Logo

The Logotype’s main form is

when the Taco Manga letters

are stacked. There is a sec-

ond non-stacked variation of

the logo that we created for

practical purposes; each one

serves different functions.

There are three primary

logo lock-ups. They all

combine one of the three

variations of logo marks

together with the stacked

version of the logo type.

practical purposes. Taco Manga’s preferable logo type is the stacked version since it best matches the size and shape of the rounded taco shapes from the pri-mary marks. We like to be perceived as a brand that embraces change, therefore we enjoy depicting our logo in three variations that will be adjusted to different applications.

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LOG

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LOGO USAGE

LOG

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To protect the integrity of Taco Man-ga’s logo it is essential to follow the guidelines provided in this section regarding safe area, minimum size and scaling. These guidelines ensure that the Taco Manga’s logo remains consistent. It is essential that the do’s and don’t are being reviewed. Although the examples provided in this manual do not illustrate every acceptable use and violation of the Taco Manga’s logo, the safest way is to minimize any alterations.

Only one variation of the primary logo have been used as an example. Yet, do’s and don’ts, as well as logo measurements should apply to all logos.

Do not use only outlines Do not adjust the propor-tions of the logo

Do not flip the logo Do not alter individual parts of the logo

Do not use negative version of the logo

Do not flip the logo

1.5x0.5x

0.5x

0.5x

0.5x

0.75x

0.70x

Always keep the minimum

clear space around the Taco

Manga signature to preserve

its integrity. The clear space

for our signature is 0.5x all

around the logo edges.

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LOG

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SECONDARY MARKSIn addition to the primary logo marks that have been created for Taco Manga, we have also developed a set of symbols, or “secondary marks.” These could be applied in any component of the brand, such as packaging, environmental graphics and even this manual utilizes many symbols throughout it. They could be used as a single element to identify the brand, or they could appear next to any of the primary marks. All these symbols have been ex-

tracted from the primary symbols and have been designed to enhance the elements of the brand. They also serve as visual puns to make Taco Manga more fun and recognizable.

COLOR STUDIES

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These are six secondary marks in alternative to the primary logo marks


CO

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Since Tacos are a Mexican invention and they have been around for many years, the colors have been inspired in the Mexican Folk Style that was usually applied onto traditional Indi-an fabrics. Colors have been tweaked to give a more contemporary feeling, but they still keep the folk style. Colors are bright and strong because they are meant to bring attention and provide a fun feeling, which is the main approach for this brand. Colors are not only attractive but also quite

Red & Yellow

Green & Purple

Light Blue & Orange

C:11 M:19 Y:94 K:0R:231 G:196 B:48Hex: E7C430

C:0 M:96 Y:63 K:0R:238 G:43 B:80Hex: EE2B50

C:8 M:47 Y:70 K:0R:230 G:151 B:93Hex: E6975D

C:29 M:100 Y:22 K:1R:183 G:33 B:118Hex: B72176

C:41 M:2 Y:18 K:0R:146 G:208 B:211Hex: 92D0D3

C:76 M:34 Y:77 K:21R:64 G:114 B:81Hex: 407251

COLOR SCHEMEmemorable. All components of this brand utilize these colors, yet they have been paired up to create a two-color system, which give the identity to Taco Mangas: red and yellow, purple and green, and orange and light blue, as the example above.

CO

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All components of this brand

utilize these colors, yet they

have been paired up to

create a two-color system,

which give the identity to

Taco Mangas: red and ye-

llow, purple and green, and

orange and light blue.


CO

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Taco Manga’s colors are a key ele-ment within the brand and they can be found in any of the main compo-nents. Yet, it is not required that the logos should appear in color. Logos can appear in color or in black over a colored background. This is a vari-able of our brand, since we like to be perceived as a dynamic brand that embraces change. If the logos were to be represented in the colored versions, the two color system should be the following: red

LOGO IN COLORSand yellow, purple and green, and orange and light blue, as it can be noticed from the logo examples that appear above.

STATIONERY

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Red & Yellow Green & Purple

Light Blue & Orange


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Our letterheads, envelops, business

cards and mailing labels are closely

related in function. Therefore, it is

important that they have a close visual

relationship. The stationery system has

been designed to be consistent with

the explicit appearance of the look

and feel of the company. All the main

symbols and colors have been incorpo-

rated into the stationery, including the

vibrant colors and playful shapes.

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STATIONERY

210 Columbus Ave

New York, NY 10012

T (212) 431.1200

F (212) 431.1244

tacomanga.com

210 Columbus Ave.

New York, NY 10012

tacomanga.com

Magdalena R. Anderson

General Manager

[email protected]

210 Columbus Avenue

New York, NY 10012

t 212.431.1271

f 212.431.1244

To keep the brand consistent, the two-color system has also been applied into the business cards, letterheads and envelopes. This example shows light blue and orange stationery.


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210 Columbus Ave

New York, NY 10012

T (212) 431.1200

F (212) 431.1244

tacomanga.com

210 Columbus Ave

New York, NY 10012

T (212) 431.1200

F (212) 431.1244

tacomanga.com

Sebastian P. Sanders

Assistant Manager

[email protected]

210 Columbus Avenue

New York, NY 10012

t 212.431.1232

f 212.431.1244

Anne Marie Roberts

Sales Director

[email protected]

210 Columbus Avenue

New York, NY 10012

t 212.431.1249

f 212.431.1244

210 Columbus Ave.

New York, NY 10012

tacomanga.com

210 Columbus Ave.

New York, NY 10012

tacomanga.com

This example shows variations on the business cards, letterheads and envelopes in the two-color system: red and yellow, and purple and green.


Our packaging is another key element

in Taco Manga’s brand. Color, play-

ful typography and symbols have all

been incorporated into our packaging

to draw attention. The packaging has

been design to attract all target groups,

since it is fun to look at, but at the

same time is a kitchen tool designed to

simplify the dinner experience to both,

children and adults.

PACKAGING

APPLICATIONS

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This type of packaging contains two Taco Mangas inside

Pull-up top to open box

Small scale packaging


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The two-color system is a

key element inthepackaging

design, which gives the

identity to Taco Manga.

Red and yellow, purple and

green, and orange and light

blue. These colors re

present the colors of the

Taco Mangas that comes

inside of each box.

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Boxes piled up easily for better storage

Taco Manga comes also in individual packages in all six colors

Packaging dieline

Taco Manga slides inside


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These tags and shopping bags are

examples of how Taco Manga’s visual

system comes together when creating

any applications. Symbols and colors,

all play a part in creating a unified look

and feel. Demonstrations on the bags

show how the identity can be applied in

different sizes utilizing mainly color and

little typography.

TAGS & SHOPPING BAGS

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Shopping bags are very

important in representing

Taco Manga’s identity and a

very visible part of the

applications. They have

been designed following

the same system of colors.

Each tag utilizes the same colors as the Taco Mangas. Tags are being applied onto all shopping bags and packaging


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Environmental graphics is a key

component of Taco Manga’s brand. It

help express the culture of the band

through a more tactile and experien-

tial interaction. Demonstrations show

how the identity can be applied to key

points around the store. The consistent

use of color that is being use through-

out the brand can be observed in the

interior of the store, as well as the use

of symbols. Color and iconography are

key elements to keep our look and feel

consistent. These elements have been

ENVIRONMENTAL GRAPHICStweaked to be able to incorporate them

within the store. These elements are

needed to provide the unique colorful

and playful feeling that characterizes

Taco Manga.

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Taco Manga Point of Purchase displays single and double packaging

Our Point of purchase

shows how Instead of

decorating the interior of

the store with the same

symbols that Taco Manga

uses in every component,

we decided to apply

the brand’s name “Taco

Manga” on the walls in

different colors. This image

shows yellow letters on

white wall.


Highly visible signage serves a direc-

tional as well as a branding purpose.

Therefore, the importance of consis-

tency in signage and other applications

cannot be understated. Type size, logo

size, proportion and signage orienta-

tion have been carefully selected. The

following examples illustrate applica-

tions and signage standards.

The storefront has been covered with

color and several symbols that are part

of Taco Manga’s brand.

STOREFRONT

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To make people curious

about our store, we made

the glass windows more

opaque so people cannot

see what is inside. However,

to bring people in, we de-

corated the storefront with

some of the Taco Manga’s

symbols. We also use our

signature colors to bring

people’s attention.

Taco Manga Visual Identity ManualPage 7

Advertisement is an important compo-

nent in Taco Manga’s brand. Typog-

raphy, color and imagery play an

important roll in creating a unified look

and feel for Taco Manga. Demonstra-

tions on the next pages show how the

identity can be applied and adapted to

different communication materials.

Graphic elements, like texture and play-

ful shapes are used to draw attention.

There is an intentional color combina-

tion utilized in these ads that corre-

sponds to the same use of color for

ADVERTISEMENTS

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all other applications. Colors have been

paired up to create a two-color system,

which give the identity to Taco Mangas.

Red and Yellow, Purple and Green, and

Orange and Light Blue.

ADVERTISEMENT

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One of the primary logos

represents a person with

a moustache holding a

taco with a bite on it. This

shape was enlarged to fit

the entire page and there

is a strong relationship

between positive and ne

gative shapes. The colors,

light blue and orange be-

long to the color system.

Advertisement colors and symbol are inspired in the first primary logo


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Advertisement colors and symbol are inspired in the second primary logo

One of the primary logos

represents a character

inspired in the Mexican

wrestlers. This character

has a star shape and it also

has a moustache. The logo

shape was enlarged to fit

the entire page and there

is a strong relationship be-

tween positive and negative

shapes. The colors, yellow

and red are part of the main

components of the brand.


AD

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The mark represents a

taco-shaped character also

inspired in the Mexican

wrestlers. This character

takes the hand element

from the first logo and

instead of holding a taco

he is covering one eye. The

logo shape was enlarged

to fit the entire page and

there is a strong relation-

ship between positive and

negative shapes.

Advertisement colors and symbol are inspired in the third primary logo

Taco Manga Corporate Manual

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