Official Guidelines Official

Assets of for Authorized Graphics Standards

Chulos Usage Manual
Who Is This General Do’s / Dont’s
Guide For?
These are general guidelines to follow closely when
using Chulos brand assets.
This guide is for anyone who wants to use Chulos Logo design
in their marketing or advertising and briefly covers
guidelines for the assets approved for use.
Do’s
Do follow guidelines found in this guide and from the Chulos Graphic
Standard Manual.

Why Is This Guide

Important?
Do keep enough space around Chulos brand assets so they appear clean
and uncluttered.

Do maintain the shape and proportion of each of Chulos brand assets and
These guidelines outline the general rules when using Chulos reproduce assets at a legible size.

Logo design and showcasing its brand content. Consistent

Do request brand permissions through our Brand Permissions when using
use of these assets helps people easily recognize references Chulos assets in poster, flyers, e-flyers, invitation, television broadcast, social
to BakeLab and protect company trademarks. media posts or film.

It is important that your marketing materials use Chulos

design standards and use Chulos approved assets correctly. Dont’s
This guide will help you meet those standards. Do not modify Chulos brand assets in any way, such as by changing the
design or color.

Do not use trademarks, names, domain names, logos or other content

that imitates or could be confused with Chulos.

Do not use features Chulos on materials associated with pornography,

illegal activities, or other materials that violate the Chulos.
01.
Logo System.
Refined concept and polished logo, as well
as the minimal form of the logotype creates
a versatile application towards any
application in different platforms.
Logotype Construction
The logo cannot be accurately reproduced with
any typeface. It must not be hand drawn, scanned
or modified in any way. It should be reproduced
only from electronic files.
Logo in Colors
The logo cannot be accurately reproduced with
any typeface. It must not be hand drawn, scanned
or modified in any way. It should be reproduced
only from electronic files.

C: 0 M: 0 Y: 0 K: 0
R: 255 G: 255 B: 255
#000000

C: 0 M: 0 Y: 0 K: 0
R: 255 G: 255 B: 255
#000000
 Page. 4
Logo Black & White
The logo cannot be accurately reproduced with
any typeface. It must not be hand drawn, scanned
or modified in any way. It should be reproduced
only from electronic files.

C: 75 M: 68 Y: 67 K: 90
R: 0 G: 0 B: 0
#000000

C: 100 M: 100 Y: 100 K: 100

01.3 M: 0 Y: 0 K: 0
C: 0 R: 0 G: 0 B: 0
Logo
R: 255 G:in
255 B: 255
#000000
Black and White
#ffffff
Color Palette (Primary)
These are Chulos brand colours. The logo
should only be made and placed using
the combintation of these colours only, in
any case and in any application.

Chocolate Fudge

C: 39 M: 70 Y: 92 K: 42

R: 109 G: 64 B: 33

#6D4021

Black White

C: 75 M: 68 Y: 67 K: 90 C: 39,84 M: 39,51 Y: 29,41 K: 0,67

R: 0 G: 0 B: 0 R: 158 G: 149 B: 160

#000000 #9E95A0

Cream

C: 4 M: 3 Y: 8 K: 0

R: 242 G: 240 B: 231

#F2F0E7
Logotype Construction
The logo has to stand minimum space of Y (2cm)
in any case of the design printing and design
with graphics.

Y = 2cm
Logo in Scale
The logo cannot be accurately reproduced with
any typeface. It must not be hand drawn, scanned
or modified in any way. It should be reproduced
only from electronic files.

15 cm

10 cm

Logo size should have a good level of legibility, to adapt in different

media sizes.

5 cm
2.5 cm

If the logo size is very small, please use the logomark only for a
more visible overall look to the identity.
Logo Treatments
The logo should stay as it is in every occasions.
These are some “Dont’s” treatment to the logo. The
logo cannot be modified to any kind of form.

Do not use any kind of line in the logo. The logo must be a solid Do not rotate the logomark and logotype in any direction.
Don't stretch the logo disproportionately. In terms of scaling, it Do not rotate the logo in any direction. Even with proportional
color with the original color spectrum. Logomark and logotype must always be in one form.
should be proportionately adjusted. angles, the logo should not be rotated.

Do not change the color to one solid color. Do not add any effects to the logo, such as
Don't add any effect from the logo like a drop shadow. If the logo is Don't add a gradient effect to the logo. Logo colors can only be
Colors can only be adjusted with the color system. Waves, Flags, Bows, etc.
not visible, refer to the logo color guide to make the display visible. customized based on the logo color spectrum.

Don't just use a logotype without a logomark. The logotype must Do not move or position the logomark. The logomark must
Do not reproduce the logo in any form, Do not adjust the logomark position and
be fixed and displayed with the logo mark at all times. remain in its original position, nowhere else it can be adjusted.
such as sketch art or any artwork. logotype to any position.
02.
Typography.
Accessible by everybody, suitable for the mass and
digestable in any kind of message. Carefully designed
and chosen to support the brand system across of
applications. Keeping it easy to read, ownable, bold and
highly recognizable.
Primary Typeface

Aa
This is Chulos primary typeface use
this for any Headings, sub-headings
or body text.

Bold ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz

Bb
1234567890?!$%
Regular ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz

Cc
1234567890?!$%
Light ABCDEFGHIJKLM
Headings, Sub Headings & Body Texts NOPQRSTUVWXYZ
abcdefghijklm
Wigrum nopqrstuvwxyz
1234567890?!$%
Typography on Image
Small variations in the use of the Please avoid to:
typeface will undermine the impact
and consistency of the brand. 1. Alter the proportions of the typeface.

2. Reproduce the typeface in any colours other than the

authorised color palette.

USE WHITE TEXT USE BROWN TEXT

FOR DARK IMAGE FOR LIGHT IMAGE
Typography on Image
Creating a better hierarchy for the
audience to read and digest the
message. This system delivers an
easy understanding of the
message, and creates a digestible
story through typography.
It is important to adjust the layout to be more
pleasing to the eyes, with a clear hierarchy
order. This means it is clear to show to the
audience which text should be read first,
second and third.

Do not change This treatment i s HEADLINE. SUB-

Do NoT
the color of d e c re a s i n g HEADLINE.
ComPlicatE The
the text other i t s legibilityand
BeaUty oF This
than Home makes it
TypeFAce. KeeP
Suites u n c l e a r .legi-
iT simPle and
corporate bilityand THIS IS THE
NaTurAl.
colour. makes it BODY TEXT OF
unclear. THIS POSTER.

Do not use any other colours to the
typography other than the colours that
are stated in this system.
Do not use a mixture of
upper case and lower case
typography to form a word or
sentence.
Do not adjust the kerning to any specific
numbers. Make useof the authenticity of
this typeface. Create an organic space
between each letters.
Do not make any level of hierarchy the
same size or scale as another. For
example, the size of the headline sub-
headline and the body text is in the
same size.
Secondary Typeface
This is Chulos secondary typeface
use this only for complimentary
usage not as primary text.

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
Headings, Sub Headings & Body Texts
nopqrstuvwxyz
Handelson W00 1234567890?!$%
Logo on Instagram
The logo usage color for Chulos is using the
brown color. The minimum size of the logo is 250
pixels when applied on digital media such as
Instagram feeds, Instagram Story, and etc.

6:45

chulosbakehouse

16 117 3
posts followers following
Chocolate Fudge
Follow
C: 39 M: 70 Y: 92 K: 42
R: 109 G: 64 B: 33
#6D4021
Fatcarons | Korean desserts
Freshly baked with premium ingredients

linktr.ee/Chulosbakehouse

Logo Icon

320 px 40px

320 px
03.
Illustrations.
Accessible by everybody, suitable for the mass and
digestable in any kind of message. Carefully designed
and chosen to support the brand system across of
applications. Keeping it easy to read, ownable, bold and
highly recognizable.
Illustration
Color Palette
Bank
(Primary)
These are Chulos bank
brandofcolours.
illustrations.
The logo
Use the
illustration
should onlyasbeamade
complementary
and placedtousing
any layout
the or
media
combintation
output of
in a
these
minimal
colours
size.only, in any case
and in any application.

macarons madeleine flan scones

financier cookies basque pound cake

cheesecake
Illustration Bank
These are Chulos bank of illustrations. Use the
illustration as a complementary to any layout or
media output in a minimal size.
Illustration Bank
These are Chulos bank of illustrations. Use the
illustration as a complementary to any layout or
media output in a minimal size.

DESSERTS COFFEE BAKERY

Illustration Bank
These are Chulos bank of illustrations. Use the
illustration as a complementary to any layout or
media output in a minimal size.

MEMADE BAKE MEMADE BAKE

HO D
GO HO D
GO
00 00
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ADE FRESH D

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0

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Y

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RD 31 RD 31
ED 129 ED 129
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W +6281 W +6281
Official Guidelines Official
Assets of for Authorized Graphics Standards
Bartega Studio Usage Manual