E PA R

PR E
Y
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GOODN
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BRAND
GUIDELINES
A focus back on taste

One of our favorite things about going out for some good
sushi is the taste of raw fish. We love it, crave it, it is a part of
our DNA.

Unfortunately, going out to eat sushi in America has become

a show of how much junk can we stuff in a sushi roll. How
many toppings we try to fit on top of once unadorned
beautifully tasting fish. It was no longer about the freshness
of the fish but about ingredients we deeply feel do not
belong anywhere near it.

Traditionally, nigiri, maki and sashimi are eaten with

emphasis on the taste of the fish. We want to make sure
American sushi lovers get to taste real authentic sushi the
way it was originally intended to be eaten. Raw, fresh, simple
and flavorful.

This is where we decided to step up and take on this mission

and sushi club was born.

Why the name Sushi Club?

Sushi club is a quick, straightforward and easy to remember

name. The word “club” was used to denote a since of
exclusivity, as in only those who truly enjoy the authentic
sushi eating experience can join the club.

Our tagline Authentically Prepared has our favorite brand

word “Authentic” to explain our single focus on our unique
original presentation rooted in tradition and freshness.
If you
could sum
us up in
three
words.
Authentic
There is no doubt about our
commitment to a real authentic
sushi experience down to the fish
we source. We spend extra time,
effort and money making sure we
are true to our roots and provide
fish that does not have to be
hidden by flashy ingredients.
Generous
We love to help those in our
community but also love to be
generous to those who work
for us.
Authentically Prepared
Loyal
We love our patrons. Not only
because they order from us and
keep us running but we love to
see their faces when they finally
get to experience the taste of
super fresh fish on our menu. We
are loyal to a fault to our
customers, making sure their
experience is great every time.
We take customer feedback very
seriously.
the logo Why chopsticks?

Our chopstick icon featured

predominantly in our logo represents the
intersection of what people expect of sushi
and the more authentic experience.

It also is an icon that is simple to

understand and connect with sushi,
making it easy for people to quickly
identify us and our specialty.

Authentically Prepared
logo possibilities YOU CAN DOWNLOAD LOGO FILES AT SUSHICLUB/BRANDASSETS

Authentically Prepared

Full logo Standard logo

presentation
This includes both the full
company name and
tagline. This is our more
formal logo presentation.
presentation Text Only Icon only Responsive logo
What will be displayed on This format works well Used in tandem where the The responsive logo needs to
most consumer focused where the logo-mark or viewer is already made be used where there is not
products. T-shirts, menus, symbol cannot be easier aware of our name. Mostly enough room to properly
tags. Considered more used. used further as read the company name. For
informal (casual). watermarks, background example mobile website
graphics or patterns. menus and social media
profile images.

Use with high contrast

Alternate logo Logos using Tags and Banners photos and backgrounds or
presentations brand language when the logo has a hard
time showing on top of a
given area.

T I C A L LY R I T E PA
N VO
R
A
E

YO U R F

T
AUTH

RE

OF THE
PAR
S

ED

D
E
S

Authentically Prepared E GO R AY
ODN IS HE
logo
spacing


 menu

menu

menu

Mobile website header using

the responsive logo

Banner logo used on top of detailed photography. Clear readable logo on

top of photography.

Sarah Greene
Manager Richmond Location
894.264.1122
SarahG@sushiclub.com
Authentically Prepared

Lorem ipsum dolor sit amet, consectetuer

adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit

lobortis nisl ut aliquip ex ea commodo consequat.

Duis autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis at vero eros et
accumsan et iusto odio dignissim qui blandit
praesent luptatum zzril delenit augue duis dolore
te feugait

App icons and social

media profile images
(instagram story highlight)

Formal full logo with tagline used Brand language seal logo on apparel
on official documents and letters.
Raw Tuna Stone Gray
Pantone #142 C Pantone #142 C
RBG: 253, 253, 33 RBG: 253, 253, 33
CYMK: 3,15,245,0 CYMK: 3,15,245,0
Web #52054 Web #52054

Tuna light Tuna lighter Tuna lightest Stone light Stone lighter Stone lightest
Pantone #142 C Pantone #142 C Pantone #142 C Pantone #142 C Pantone #142 C Pantone #142 C
RBG: 253, 253, 33 RBG: 253, 253, 33 RBG: 253, 253, 33 RBG: 253, 253, 33 RBG: 253, 253, 33 RBG: 253, 253, 33
CYMK: 3,15,245,0 CYMK: 3,15,245,0 CYMK: 3,15,245,0 CYMK: 3,15,245,0 CYMK: 3,15,245,0 CYMK: 3,15,245,0
Web #52054 Web #52054 Web #52054 Web #52054 Web #52054 Web #52054

Raw Salmon
Pantone #142 C
RBG: 253, 253, 33
CYMK: 3,15,245,0
Colors inspired by
Web #52054 the untouched
beauty that is
fresh raw fish.
Our vibrant fresh palette is an ode
to our favorite thing to eat. Make
Salmon light Salmon lighter Salmon lightest sure to use our color palette
Pantone #142 C Pantone #142 C Pantone #142 C
carefully and avoid pairing two
RBG: 253, 253, 33 RBG: 253, 253, 33 RBG: 253, 253, 33
CYMK: 3,15,245,0 CYMK: 3,15,245,0 CYMK: 3,15,245,0 colors that do not have enough
Web #52054 Web #52054 Web #52054 contrast between them.

Examples:
Raw Yellowtail
Pantone #142 C
RBG: 253, 253, 33

YES YES
CYMK: 3,15,245,0
Web #52054

NO NO

Yellowtail light Yellowtail lighter Yellowtail lightest

Pantone #142 C Pantone #142 C Pantone #142 C
RBG: 253, 253, 33 RBG: 253, 253, 33 RBG: 253, 253, 33
CYMK: 3,15,245,0 CYMK: 3,15,245,0 CYMK: 3,15,245,0
Web #52054 Web #52054 Web #52054
Typography
Montserrat
PR I MARY TYPE FAC E

Montserrat Extra Bold Montserrat Regular

L LY
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz abcdefghIjklmnopqrstuvwxyz

C A
1 2 3 4 5 6 7 8 9 10 @ # * < > ( ) $ % & !
I
1 2 3 4 5 6 7 8 9 10 @ # * < > ( ) $ % & !

EN
Montserrat Medium Montserrat Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

H
abcdefghIjklmnopqrstuvwxyz abcdefghIjklmnopqrstuvwxyz
1 2 3 4 5 6 7 8 9 10 @ # * < > ( ) $ % & ! 1 2 3 4 5 6 7 8 9 10 @ # * < > ( ) $ % & !

A U T
 Montserrat Extra Bold
headlines are
Type Options
Size - 38 pt

lower case.
Leading - 36 pt
Tracking - 0 pt

Montserrat Medium
Size - 22 pt Subheadings are slightly
smaller but medium weight
Leading - 25 pt
Tracking - 0 pt

Montserrat Medium
Size - 14 pt Smaller headings are medium weight

PR
Leading - 18 pt
Tracking - 0 pt still but continue to get smaller in size
Montserrat Bold
Size - 9 pt
Leading - 12 pt Bold smaller item, great for labels or menu items
Tracking - 0 pt
EP

Montserrat Medium
Size - 7.5 pt AN AL L CAP O PTIO N IN ME D IU M WE I G HT
Leading - 13 pt
Tracking - 100 pt
ARED

Montserrat Regular Perfect for standard body copy for paragraphs. Lorem ipsum
Size - 8 pt dolor sit amet, consectetur adipiscing elit, sed do eiusmod
Leading - 10 pt
tempor incididunt ut labore et dolore magna aliqua.
Tracking - 0 pt

Montserrat Italic *Great for small print items like legal copy. *All items on our menu
Size - 8 pt
38pt H1
contained raw ingredients. Consuming raw or undercooked
Leading - 10 pt 22pt H2
meats, poultry, seafood, shellfish or eggs may increase your risk of
Tracking - 0 pt 14pt H3
food-borne illness.
9pt H4
8pt Paragraph
G
approachable
& friendly

fish
so fresh
you can
eat it
raw.

now offering
delivery to
south charlotte
Does not include areas south of Smith mountain rd.

Header and subheadings use

all lowercase lettering when possible.
 TICK T I C A L LY

brand language
PS S N
O

E
H

P
N

AUTH
MY C

RE
EED A B

PAR
my

ED
S
Y
R

S
A
EA E GO
chopsticks
K TOD ODN

need
a break.
O RO ESH
AN FR Y
C

O
L

O
L

LS

FISH S
NO VO

U
CAN E
SERV
no

E
D A
T
HERE I T RAW
volcano
rolls
served
here. key characteristics
of our brand voice

fish authentic
so fresh clever
you can bold
eat it
raw. memorable
playful

your Our brand language used

favorite throughout our advertising, logo

packaging and external
part of communications are bold
the day statements that are balanced with
is here. a pinch of playfulness. They are
memorable and not easy to forget.
Photography
Guidelines
The fish featured should be clear of extra
unnecessary toppings.

The focal point of the photo will be mostly

fresh fish (sashimi and nigiri) with less of a
focus on sushi rolls (sushi rolled in seaweed
called maki).

Photos are supplied in a google drive library

and only these photos can be used for external
advertising.

Makes sure to only use two photos in any one

design. This helps photos to adhere to our
higher-end authentic focus.
 Does not include areas south of Smith mountain rd.

NES
       
    
  





Authentically Prepared
 O
O

don’t they are

be afraid easy to
of circles. use for
headlines.

Brand Assets
Circles are simple and you can lots of lots of
use them in so many ways. different different
ways to ways to
Outside of the logo and the accompanying use color
varations we have the use of the simple circle. them. them.
Inspired by the shape of a sushi (maki) roll we
decided to make this our unifiying theme.

end it just
phrases feels
with more
a period. final.
see
you
at the
sushi bar.