WE TREAT YOU RIGHT

HELLO HELLO

SMILEBURGERCHEFATHUNGRY

HELLO HELLOCAN YOU STAY FOR A WHILE

ARE YOU,,

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WHAT WOULD YOU LIKE ?

CONTENTS:• INTRODUCTION

COMPANY BACKGROUND P.01 02

WHO WE ARE P.03 04

•AUDIENCE PROFILES P.05 06

• IDENTITY STANDARDS

LOGO P.09 10

ANATOMY & CLEAR SPACE P.11 12

LOGO DON’T P.13 14

TYPOGRAPHY P.15 18

COLORS P.19 20

• BRAND EXPRESSION

UNIFORM P.23 24

• BRAND EXTENSION

BBQ GRILL P.25 26

BURGER CHEF TOUR P.27 28

BURGER CHEF MOTORBIKE P.29 30

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WHO’ISBURGER CHEF

An Amer ican fast- food restaurant chain founded in 1954 in Indianapol is , Ind iana. The chain expanded throughout the Uni ted States , and at i ts peak, i t was second only to McDonald ’s in the number of locat ions nat ionwide.

The chain featured several s ignature i tems such as the double burger, B ig Shef and the quarter pound hamburger, Super Shef hamburgers .

Burger Chef p ioneered many of the th ings that i ts r iva ls became known for, inc luding f lame-broi led burgers , va lue combo meals , and a works bar that a l lowed customers to dress burger their way.

where nobody walks away hungry

H U N G R Y ? T H I N K B U R G E R C H E F

I N T R O D U C T I O N l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

WE AREBURGER CHEF

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appetizingf r iendly

e n j o y a b l e

tast

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spee

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delicious

We try our best to satisfy your expectation and serve you right

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f u l l f i l l e d

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I N T R O D U C T I O N l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

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OVERWEIGHT GUY

= Never say NO to eat ing= L is ts of good restaurants in h is cel lphone = Loves b ig port ion food= A lways asks for upsize= Hates exercis ing= Ti red easi ly

I T D O E S N ’ T M A T T E R H O W O L D Y O U A R E O R W H A T G E N D E R Y O U A R E .

B U R G E R C H E F I S W E L C O M E D F O R P E O P L E O F A L L A G E S . A S L O N G A S Y O U

L O V E E A T I N G B U R G E R S , Y O U A R E P A R T O F O U R F A M I L Y .

LOLLIPOP CHILD

= Doesn’t l ike to wai t for a long t ime = Prefers soda to water= A lways able to eat snack but not food = Doesn’t l ike to s tay in p lace for a long t ime = A lways cr ies for at tent ion= Hates vegetables= Doesn’t l ike to wai t for a long t ime

PARTY FREAK

= Won’t be home unt i l 4AM= Feels comfortable around a lo t o f people = Ca lendar is a lways fu l l= The ear l ier people for Mc Breakfast = A lways hungry at 2AM= Doesn’t care much about the i r heal th = Loves soda

SINGLE MOM

= Wakes up before 6 AM= Dr ives an SUV= Wishes she has more than 2 hands = Prefers quick and s imple= Pays for day care= Has her chi ldren rush between meals = Mul t i - task ing

EASY-GOING BACHELOR

= F r idge f i l ls wi th f rozen food= Prefers eat ing out to cooking at home = Doesn’t have weighing machine in the room = Room is a lways messy= Eat what is avai lable= Unwash d ishes at the s ink= Ce l lphone contact f i l ls wi th g i r ls ’ numbers

GRADUATE STUDENT

= A lways stays up late= Works under pressure= Of ten cal ls for food de l ivery at n ight = S leeps at the desk rather than the bed = Loves easy 3 minutes cooking food = Dr inks s t rong cof fee= A lways has sandwiches in her bag

WHO? WILL SHARE ALL THE FUN

A U D I E N C E P R O F I L E S l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

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•VISUAL STANDARDS

BRAND IDENTITY GUIDELINES

LOGOBurger Chef logo consists of 5 e lements , which are the f lames, the chef hat , the sh ie ld , the wings and wordmark .

The Flame: represents the hotness & f reshness in every b i te of our burgers .

The Chef Hat : represents the profess ional of a l l the chefs to ensure that every s ingle burgers wi l l meet your sat is fact ion.

The Shield : represents our s tabi l i ty and standard to ensure that nobody walks away hungry.

The wings: represents the f reedom you have in our work bar in order to dress your burger anyway you want .

Wordmark: i s the typographic descr iptor of our brand, Burger Chef

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L O G O l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

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Structure of the logo

For u l t imate v is ib i l i ty and impact , i t ’s important to reta in a designated ‘c lear space’ around the s ignature . The min imum required c lear space is def ined by the measurement “X”, as shown. “X” is measured by the height of the wing. The ‘c lear space’ should never be intersected or in t ruded upon by any other graphic object or edge. Nor should i t be enclosed in a shape. Mainta in th is c lear space in a l l uses to g ive the s ignature the proper “breath ing room” to v isual ly s tand out .

X

X

X

X

X

X0.25X

0.4X

0.75X

2.25X

1.25X

2.5X

2.5X

0.5X 3.5X

5XANATOMY+ CLEAR SPACE

A N A T O M Y & C L E A R S P A C E l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

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urger cheB FDO NOT subst i tute other typefaces other than speci f ied here in the logo

DO NOT use the symbol a lone wi thout the wordmark .

DO NOT d is tor t , s t retch or vary the proport ion of the logo in any way.

DO NOT apply drop shadow or any ef fect to the logo

DO NOT use the logo on any pat tern background.

DO NOT change colors of the e lements in the logo.

DO NOT put the logo in any conta ined shape.

DO NOT t i l t or rotate the logo in any manner.

L O G O D O N ’ T l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

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Univers

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UV

WX

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PRIMARY TYPEFACE

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

a b c d e f g h i j k l m n

o p q r s t u v w x y z

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

a b c d e f g h i j k l m n

o p q r s t u v w x y z

U N I V E R S C O N D E N S E D U N I V E R S R E G U L A R U N I V E R S B O L D

Univers is a durable typefaces that can be prove part icular ly usefu l when a wide range of d i f ferent iat ion is required.

Designed by Adr ian Frut iger and re leased by Deberny and Peignot in 1957 . Univers type represents the f i rs t modular type fami ly. Systemical ly designed across an

extended fami ly of weights and widths .

T Y P O G R A P H Y l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

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Baskerville

SECONDARY TYPEFACE

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

a b c d e f g h i j k l m n

o p q r s t u v w x y z

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

a b c d e f g h i j k l m n

o p q r s t u v w x y z

A B C D E F G H I

J K L M N O P Q R

S T U V W X Y Z

a b c d e f g h i j k l m n

o p q r s t u v w x y z

BA S K E RV I L L E R E G U L A R BA S K E RV I L L E S E M I B O L D BA S K E RV I L L E B O L D

Designed by John Quaranta in 1978 and later l icensed to ITC. I t i s d i s t inguished by a

sens i t ive ly extended range of weights, g iv ing a tota l o f four ; roman, semi-bold, bold, and

heavy. The fami ly a l so inc ludes a smal l cap font . The enhanced contrast makes the l ighter

weight roman a l i t t le dazzl ing to the eye, and the thin s trokes can suf fer at smal l s izes under

condit ions of poor resolut ion or low-def ini t ion pr int ing. I t ' s , however, an except ional ly

g raceful and ef fect ive text face when used in larger text s izes.

T Y P O G R A P H Y l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

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COLORSColors :

This muted color palet te ref lects the new sty le ; retro feel of the Burger Chef at i ts very basic level . Choosing a l l warm colors not only match the sty le of Burger Chef , but a lso helps to create appet i te to the customers .

PANTONE 4975 l C : 0% • M: 75% • Y: 100% • K : 80% l R : 85 • G : 25 • B : 0

PAN

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C:

0% •

M:

90%

• Y

: 10

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K:

25%

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: 19

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G:

49 •

B:

26

PAN

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C:

0% •

M:

25%

• Y

: 95

% •

K:

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R:

255

• G

: 19

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B:

37

C O L O R S l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

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BURGER CHEFUNIFORM

BURGER CHEF’S HAT BURGER CHEF’S WEAR

Al l Chefs in Burger Chef have to wear the Chef ’s uni form wi th Burger Chef logo on i t . Th is is not only to represent our restaurant , but a lso for hygiene purposes. The Chef Hat wi l l ass is t in the prevent ion of sweat dr ipping down the face. Our Uni form is wel l -designed that a l low c i rculat ion of a i r and prov ides out let for the heat . Therefore , our chefs wi l l be comfortable in i t .

U N I F O R M l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

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BRAND EXTENSIONT H E B U R G E R C H E F T H A T Y O U H A V E N ' T S E E N I T B E F O R E

BRING BURGER CHEF TO YOUR HOME

BBQ GRILL Burger Chef in t roduces a new l ine of gas BBQ Gr i l l to a l low you to enjoy Burger Chef exper ience even when you’re at home.

B R A N D ’ S E X T E N S I O N S l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

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BURGER CHEF

TOURBURGER CHEF TOUR

Burger Chef br ing you to a whole new level of exci tement . Get to know more about Burger Chef h is tory and how we became who we are today. Burger Chef tour wi l l br ing you back in t ime and v is i t the important p laces that helps create Burger Chef today.

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BURGER CHEF ADVANTURE WITH

BURGER CHEF MOTORBIKE

Burger Chef mortorb ike features d is t inct ive designs. These machines a l low r iders to t ravel in s ty le whi le d isp lay ing their profess ional pr ide in a unique and sat is fy ing way. You' l l fee l our passion for performance and precis ion engineer ing as soon as you twist the throt t le .

B R A N D ’ S E X T E N S I O N S l B U R G E R C H E F l B R A N D I D E N T I T Y S T A N D A R D S

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