1

Identity Guide

2

Construction

The Taqado logo is made up of two components: the Taqado-rectangle mark and the tagline. These two components are always placed in a fixed relationship and should never be altered, modified or reproduced in any way.

3

Colors: original

The Taqado logo has a very specific tone to its dark red, which relays flavor and class. Therefore, only the original approved red can be used in accordance with the logo.

To create consistency in the color representation, whether on screen or off, two colors are used depending on the output.

The Pantone colors are taken from the solid uncoated collection. Do not use any other Pantone collection as it will result in different shades.

R: 147 G: 26 B: 29 R: 255 G: 227 B: 111

R: 179 G: 207 B: 88 R: 124 G: 78 B: 44

PANTONE 1797 U PANTONE 114 U

PANTONE 382 U PANTONE 168 U

FOR SCREEN FOR SCREENFOR PRINT FOR PRINT

4

Colors: alternate

When the original colors can not be used or for specific design purposes, the Taqado logo can be black or reversed to white.

5

ClearspaceTo ensure its integrity and visibility, the Taqado logo should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clearspace — a space equal in size to the distance between the bases of the rectangle and the tagline (shown by “x”).

x

6

Minimum size

The original logo version can be sized down to a minimum of 2”. This is the smallest it can go without losing the legibility of the tagline.

If a size smaller than 2” is necessary, use the logo without the tagline. The mark can be sized down to a minimum of 1”.

2”

measurement area

1”

7

Typefaces

The Taqado identity consists of two typefaces: Terminal Dosis and Quicksand. Commitment to these two typefaces will create a consistent and strong identity.

Terminal Dosis is the primary typeface used for the logo and for special attention-grabbing text.

Quicksand is the secondary typeface used for the logo tagline and body text. Quicksand offers more flexibility of use since a variety of weights are available that do no appear as condensed as Terminal Dosis.

Terminal Dosis SemiBold

Quicksand BookQuicksand Book Oblique

Quicksand LightQuicksand Light Oblique

Quicksand BoldQuicksand Bold Oblique

8

Logo: don’ts

The Taqado logo must always appear clear and sharp. Here are a few examples of what not to do:

1. Do not alter the positions of the rectangle-mark and the tagline

2. Do not stretch/squeeze

3. Do not fill the white area inside the rectangle-mark; the logo always appears in its outlined form

4. Do not add any effects to the logo

5. Do not use any other color but red, white or black

6. Do not place the red/black logo against a colored background; the logo always appears white on colored backgrounds

1

3

5

2

4

6

9

Stationery

The Taqado collateral focuses greatly on the finishing. All business cards, letter heads and envelopes are printed on brown recycled paper. This adds an extra, quality touch to the overall feel of the identity.

Ryan MahoneyOwner

DIFC, Tower B, unit R1P.O. Box 476292 Dubai, UAE

[t] 04 453 4313[e] hola@taqueria.ae[w] taqueriadubai.com

DIFC, Tower B, unit R1 P.O. Box 476292 Dubai, UAE

[t] 04 453 4313[e] hola@taqueria.ae[w] taqueriadubai.com

mexican kitchen

DIFC, Tower B, unit R1P.O. Box 476292 Dubai, UAE

[t] 04 453 4313[e] hola@taqueria.ae[w] taqueriadubai.com

10

Stationery: business card

The printing of the business card has a special touch: the edges are colored. It’s important to remember that having this particular detail is essential to the business card.