The Lunch Actually Branding Guidelines

THE LUNCH ACTUALLY BRANDING GUIDELINES

ACTUAL LY

WELCOME TO THELUNCH ACTUALLY BRAND

LUNCH Actually is Asia’s first lunch dating

specialist who arranges fun and quality dates

for busy, pro-active single professionals in a

discreet, fun and no pressure environment.

Launched in Singapore in April 2004, Kuala

Lumpur, Malaysia in September 2005 and

Hong Kong in April 2008, we aim to provide

a safe, convenient and non-intimidating

avenue for busy professionals to meet like-

minded people.

These guidelines have been developed so

that you can become familiar with and use the

identity with consistency, confidence

and purpose.

The following pages will show you how to

use our identity clearly and effectively so

that we can deliver on our brand promise, at

every opportunity.

CONTENTS1.0 Our Core Identity 2.0 Supporting Elements 3.0 Applying the Identity

1.1 The Lunch Actually Brandmark 1.2 Brandmark Applications Minimum Clear Space

Black and White Usage

Minimum Size

Incorrect use of the Brandmark

2.1 Corporate Typefaces: Quicksand & Puritan 2.0 2.2 Graphic Device: Speech Bubbles

2.3 Brand Colour Palette

2.4 Supporting Colour Palette

3.1 Stationery Business Cards

Letterheads

With Compliments

Envelope

1.0 OUR CORE IDENTITYWhen applying the Lunch Actually brandmark, be careful to ensure you’re applying it correctly and consistently. This section gives you the guideleines to help you do just that.

1.1 THE LUNCH ACTUALLY BRANDMARK

Lunch Actually’s Brandmark consists of 2 speech bubbles in blue and red, representing communication between a man and a woman, which is what going on a date is all about.

The word Lunch is typeset in Fangtasia, representing the casual nature of the dates we set up for our clients. The word Actually is typeset in Quicksand, a more rigid typeface, representing the seriousness with which we treat our client’s business.

For the brand to communicate clearly and powerfully, it is essential the Lunch Actually Brandmark is reproduced correctly and consistently.

The speech bubble must never be recreated and the logotype must never be re-typeset.

The proportions as indicated must be maintained

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1.1 THE LUNCH ACTUALLY BRANDMARK

For the brand to communicate clearly and powerfully, it is essential the Lunch Actually Brandmark is reproduced correctly and consistently.

The proportions as indicated must be maintained

ACTUALLY 1Y

2Y

12.6Y

2.7Y

2.8Y

10.8Y 7.1Y

2.7Y

13Y14.7Y

2.7Y

1.2 BRANDMARK APPLICATIONS

Minimum Clear Space

When using the Brandmark, a clear space area guarding against the encroachment of typography illustrations or any other graphic element must be maintained.

The minimum required clear space is defined by the height of the letter ‘u’ from the word ‘Lunch’.

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Black and White Usage

Wherever possible, the full colour version of the Brandmark should be used. However, where the use of the preferred full colour Brandmark is neither possible nor suitable due to specific restrictions on cost or manufacturing methods, the black or white version can be used.

ACTUALLY

CMYK 0/0/0/40

CMYK 0/0/0/70 white


Minimum Size

The Lunch Actually logo retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished. The minimum size of the logo for print is 30mm wide.

Most reproduction methods have limitations. Ensure the size selected suits the process being used and that the Brandmark is reproduced clearly.

30mm

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Incorrect use of the Brandmark

The following examples illustrate some common mistakes made when using the Lunch Actually Brandmark. Please use master digital artwork from Lunch Actually Brand to avoid mistakes and ensure consistent brand recognition and integrity.

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Do not add elements like drop shadow, embossing etc. to the logo

Do not rotate the logo. Do not enclose Brandmark in a box and ensure the selected background colour enables clear legibility ofthe Brandmark

X X X

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2.0 SUPPORTING ELEMENTSThis section focuses on elements that support the core identity. These form the basis of all Lunch Actually communication pieces.

2.1 CORPORATE TYPEFACES: QUICKSAND & PURITAN 2.0

Puritan 2.0 has been selected as the Lunch Actually Corporate Typeface for its quality of warmth and readibility.

Quicksand Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Puritan 2.0 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Puritan 2.0 Normal

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

HEADING

Sub heading

Body Copy

2.2 GRAPHIC DEVICE: SPEECH BUBBLES

The Lunch Actually graphic device is the speech bubbles. It can each be applied in anumber of ways to create tone-on-tone effects or to bring additional visual interest when layered against a photographic background. The speech bubble graphic is a template and should not be recreated.

CMYK O/O/O/5 CMYK O/O/O/5CMYK O/O/O/20 CMYK O/O/O/10

applied at 60% opacity

2.3 BRAND COLOUR PALETTE

The colour palette is inspired by the internationally recognised colours representing the male and female gender - which are blue andred respectively.

LA Light BluePantone 3005 URGB 0/130/195CMYK 85/40/0/0Hex #0082C6

LA Dark BluePantone 3025 URGB 0/85/129CMYK 90/25/0/50Hex #005781

LA RedPantone 199 URGB 239/64/91CMYK 0/90/55/0Hex #EF405B

2.4 SUPPORTING COLOUR PALETTE

The supporting colour palette allows flexibility in brand communications and accentuates the essence of the Lunch Actually brand.

LA GreyPantone 424 URGB126/128/131CMYK 0/0/0/61Hex #7E8083

LA YellowPantone 1235 URGB 253/187/48CMYK 0/29/91/0Hex #FDBB30

text colour accent colour

3.0 APPLYING THE IDENTITYThe way Lunch Actually corresponds with customers has significant influnce on the way we are perceived to do business. This section contains the specifications for stationery items.

3.1 STATIONERY

Letterhead Finished size 210 mm x 297 mm

Stock Impact, 90 gsm

All body text to be set in Puritan 2.0 at 10pt.

»» The grey overlay of the speech bubble graphic element should be applied as per Section 2.2 and be as wide as the paper.

1.» Contact information set in Normal at 8.5pt in LA Grey

2. Registration number set in Normal at 8 pt in La Grey

All measurements are in millimetres.

ACTUALLY

+65 6532 00109 Penang Road, Park Mall, #08-09,

Singapore 238459www.lunchactually.com

CRN: 199302687M

Lunch Actually Brandmark43 w x 27 h

22

2

55.5

771

2

ACTUALLY

Amanda Lim+65 6532 0010

9 Penang Road, Park Mall, #08-09, Singapore 238459www.lunchactually.com

4

7

9

7

CMYK 0/0/0/10

CMYK 0/0/0/10

White

Lunch Actually Brandmark76 w x 48 h3.1 STATIONERY

Business Card

Finished size 76 mm x 50 mm


NameFangtasia / 62 pt LA Dark Blue

Job TitleQuicksand / 13 ptLA Red

Contact InformationPuritan 2.0 / 8.5 ptLA Grey


3.1 STATIONERY

Envelope



All text to be set in Puritan 2.0 at 12 pt in Black

Corner Radius of rounded rectangle set at 5 mm


ACTUALLY

Jane Doe49 Kampong Bahru Road

Singapore 123456

10

8


103 32.5

33

22.5

CMYK o/o/o/30

3.1 STATIONERY

With Compliments



All body text to be set in Puritan 2.0 at 18 pt

With Compliments set in Quicksand at 24 pt with 200 tracking.

»» The white overlay of the speech bubble graphic element should be applied as per Section 2.2 and be as wide as the paper»» No other logos or icons may be shown


Sample Text

ACTUALLY

10

823

32.5

116.5

10

8


LA Dark Blue

3.1 STATIONERY

Envelope (Back)



All text to be set in Puritan 2.0.

Undelivered address8 pt in LA Grey

Registration Number set in Normal in LA Grey


+65 6532 0010 | 9 Penang Road, Park Mall, #08-09, Singapore 238459www.lunchactually.com CRN: 199302687M

8

68.5 10

CMYK o/o/o/30

Use of the Lunch Actually brand name and

Brandmark is governed by Lunch Actually’s

Trademark license agreement, and it is the

responsibility of Lunch Actually’s employees

and third-party licensees to comply with these

guidelines at all times.

The Brandmark of Lunch Actually should

be reproduced in its original colour form

whenever possible.

Any questions about the usage of or exeptions

to these guidelines should be directed to the

Corporate Marketing Department via email:

[email protected]

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Designed byLoh Wen Ting Michelle Ann

F10DM0007 / 2G

The Lunch Actually Branding Guidelines

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