Brand Guidelines: Hong kong

About brand
Hong Kong’s brand image should remain in consistence with its primary consumer appeal. All
designs must include references to Chinese culture and cuisine. To create a unique and appealing
image of Brand a creative approach is taken to design: logo, typography and insignia, so that our
brand can develop its own cultural repute and recognition.

About the logo

Hong kong’s logo is designed to create an attractive brand appeal for the audience This logo will
help to portray the authenticity and cultural significance of our brand. This logo depicts our two
primary value prepositions: Chinese culture and quality food. The typography used in the logo is
in Chinese Rock to create a visually appealing Chinese essence to our brand. To further enhance
this essence of Chinese culture “Hong Kong” is also written in Chinese language to create an
authenticity in brands name. Mexican red is used as a primry color that will unable us to portray
our relevance to food and inclusion of spices in our recipes.

1. The Symbol
Hong kong written in Chinese language will serve as the primary symbol of our brand. it will
serve the purpose of representing the blend of Chinese culture in Hong kong’s cuisine. Usage of
Chinese will further enhance the authenticity of our brand as a premium Chinese food outlet. The
color used in the symbol is Mexican red, which will serve as one of the primary color of our
brand, depicting our primary purpose as a food outlet and inclusion of spices in our recipes.

2.The Logotype
The main component of logo is in English to establish a communicative link with international
audience. However symbols of Chinese cultural appeal are incorporated in the form of its
typography and font style. It will represent our unique blending of international standards with
authentic Chinese recipes.

Clear spaces (LOGO)

A brand’s logo is the corporate face of its services. In order to preserve the
Integrity of the Primary Logotype, it is important That no other logos, type or other graphic
elements infringe on its space. The minimum clear space around the logotype is equivalent to
0.5x of the height of the logotype.

Primary and secondary logos

It is advisable to use the primary logo in all major branding campaigns, however, If it is not
possible to use the primary logo, a slight change for specific circumstances can be
accommodated through secondary logo designs. However the text and symbolization of logo
must not be compromised.

Insignia and clear space

Insignia of the brand will consist of its primary symbol. This insignia will be used as a short
notation of our complete logo. It can be used in places where usage of complete logotype is not
feasible.
However, just like logotype, a clear space must be accommodated around our insignia to give a
clear visual appeal. It is advisable to maintain a clear space around the insignia equivalent to
0.3x of its height.

PRIMARY measurements

A consistency in size of logo is necessary for its integrity and our brands appeal. It is advisable
to avoid any other measurement of both primary and secondary logo other than the ones given
below.

Logotype
Don’ts
As a face of our brand, any discrepancy and inconsistency in our logo can affect our brand’s
image. There are certain requirements for logo placement on all forms of communication. To
keep our brands integrity intact, it is advisable to avoid certain mistakes in logo placement and
design.

1. Do not change the proportion of size between symbol and logo type
2. Do not add or remove any extra spacing
4. Do not rotate the logo
5. Do not stretch the logo
6. Do not create a gradient logo
7. Do not use non-approved colors
8. Do not add a drop shadow to the logo
10.Do not decrease the quality of logo image

Symbol &
Favicon
Like logotype, a special attention is required to maintain consistency in symbol size. A set of
ideal sizes for symbol and its fevicon are given below for future references.

Color Palette
Color palette is one of the most important component for creating an individual identity of a
brand. For Hong kong, we will use two primary colors: Mexican red and black. These colors will
signify our brand’s image and purpose. Red color symbolizes human appetite and will serve our
primary medium to communicate our relevance to food. Usage of Mexican red is to represent our
blend with Chinese culture and inclusion of spices in our food. Along with Mexican red, Black
backgrounds will further enhance our brands seriousness and authenticity to our customers.
Two secondary colors, yellow and dark grey will be used by our brand when usage of primary
colors is not feasible. Color yellow is used to represent Chinese culture throughout the world and
with dark grey background it will be consistent with our general brand symbolization.

Typography

Typography is an important aspect of brand identity. Typographic representation creates the

image of brand’s purpose and values in readers minds. To illustrate our brand’s motive, we will
use the typographic elements that will enhance our appeal as a Chinese cuisine restaurant.
Chinese rock will be used as a primary font to symbolize our Chinese authenticity as a brand and
to create audiences’ attention about our purpose. In places where Chinese rock cannot be used, a
secondary font, Kayooh will be used, which also symbolize Chinese culture and food.

WEBSITE LOOK and feel

Hong Kong’s website should remain consistent with our overall brand outlook. Usage of Chinese
cultural symbolization in fonts, graphics and designs should be clearly visible. Website should be
able to capture the primary aesthetic elements of our brand’s logo and designs, so that it can
enhance viewer’s information about our brand’s purpose. Website should be defined and focused
on establishing a visually appealing style of communication

Photography
Photography is one of the primary mode of marketing for a brand to increase its consumer
appeal. As a food brand, Hong kong’s photography must follow a style that can develop an
aesthetic appeal and appetite for its products. All photographs must follow the brand’s color
pallet for creating a consistent brand appeal. It is advisable to take photographs of Chinese food
from top angle to create a better visual effect. Inclusion of spices and Chinese cultural symbols
must be a part of all photography assignments.

BLENDING MODE
Blending of colors in design and graphic content is often used to establish a link between product
and brand identity. To ensure a consistency in color blending, it is advised to use our primary
color, Mexican red, for all blending purposes in future. A visual representation of blending in
Mexican red is given for references.
Mexican Red + Overlay
Pattern

Pattern helps the brand to establish its relevance with its merchandise. As a Chinese food outlet,
Hong Kong’s pattern is designed in way to reflect its core essence in every merchandize product.
A pattern inspired by primary Chinese food, noodles, is designed for the brand to reflect its
ideals effectively.
It is advised to use this particular pattern in accordance with our symbolization on all
merchandizes.

ICONOGRAPHY
Iconography for Hong kong must include its brand value. All symbols and designs related to
iconography should focus on food and Chinese culture. Icons should be designed in a way that
reflects our brand’s relevance to Chinese food. Any icon that fails to establish a visible link with
our brands image should be discarded.

UNIFORM
Uniform of staff is an impactful factor in determining customer’s visual experience. Staff’s
uniform in Hong Kong must be in line with its Chinese cultural appeal. Color of the uniform
should be based on our primary brand color; Mexican red with black overtones. Our insignia and
logotype should be clearly visible on all uniforms.

STATIONERY
Stationary of a brand must be in coherence with its corporate image. Representation of our logo,
usage of colors and overall outlook of all printed substances should clearly be in line with given
recommendations. All stationary material including letter heads, visiting cards, menu, etc. must
symbolize our brands unique identity and its affiliation with Chinese cultures. Symbolization of
food and Chinese culture, already depicted in our brands outlook must also be articulated in
stationary substances.

Tone of voice

As a high end Chinese restaurant our brand’s tone of voice should be Professional, delicate,
appealing and authentic

All written and verbal communication should reflect the brand’s character of being hospitable,
warm and welcoming.

Digital kit

Digital marketing is a key element in creating a brand appeal. However this digital marketing
should follow certain guidelines to remain within brands outlook.

1) All digital content must include our brands logo and insignia,
2) Any change in color pattern, tone and design of brands primary outlook should be
avoided.
3) There should be a proportionate pattern between content, logo and image text

Social media

Social media marketing of the brand is also a primary factor in reaching to the audience. All
social media content must be in line with the brands outlook. All social media content must
include our brands primary colors and symbols. The image given below will serve as a reference
for all future social media content.