MR Delivery Brand Identity Manual

Brand Identity Manual
January 2016
Mr Delivery - Brand Identity Manual -
January 2016
The strength of Mr Delivery lies in a concept that is both simple and original. To maintain the authenticity and consistency of the
visual identity and to protect it from any distractions. We created this brand identity manual.
As the name implies, the brand identity manual contains all the graphical elements that determine the basic communications.
When you use it you are ensuring the success of the brand image. Please remember to consult the brand identity manual every
time you organise communication or design material for Mr Delivery.
The brand identity manual provides the rules applying to the visual identity system. It is the grammar which applies to the logo,
typeface, colours and structure of the space. However, those rules should not stop further improvements, well considered changes
and creative experimentation.
It is important to consider that certain elements of the brand identity will be learned by the consumer over time and more
strongly identified with the brand than others. Those elements should never be changed while other details can be re-assessed
over time in relation to their visual success and functionality.
Please note: This brand identity manual will be completed and amended on a regular basis if need be. Therefore, whenever you
start producing materials, please check that you are in possession of the latest version. This version was released in January 2016.
Page 2
CONTENTS
Page 3
Application Standards:
Visual Design Elements:
Primary Logo
Secondary logo
Clear space
Single colour and reversed out
Correct use of the logo
Typography
Corporate colours
Patterns
January 2016
4
5
6
7
8
9
10
11
Letterhead
Continuation sheet
Complement slip
Business card
Power Point Template
ID card
Fax sheet
Advertising
Envelopes
Table Water
Chicken Bags
Shopping Bags (Plastic)
Food Pack
Ice-Cream Cup
Chicken & Chips Box
Coasters
Table Numbers
Serviette
Crockery
Burger Wrap
Menu Leaflet
Exterior Signage
Menu Board
Clothing
Apron
Vehicle livery
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
PRIMARY LOGO
The primary logo is the most important aspect
of the brand identity. It is also the starting
point for a complex system of regulations and
distinctive variations. As it is important to
follow those rules. It is also important to
apply the logo sensibly and with a certain
creative intelligence. Simply stamping the
logo onto every item of communication does
not make a friendly and contemporary brand
identity.
January 2016
Logo
Symbol
Always remember that the logo itself cannot

be the solution to all communication
problems. It represents the values of the
company but it can never replace the quality of
the offering, good customer service and a
pleasant interior. These are the basis on
which the logo and the corporate identity
operates.
Mr Delivery logo is distinctive. It combines
the name of the brand with all letters carefully
touched and a food delivery man on roller
blades.
It is essential that the logo is used correctly
and consistently in all forms of
communication. It should never be redrawn,
modified or enclosed in a box or frame (unless
specified in this manual). The logo should only
be reproduced in the autorised colour palette.
Logotype
Page 4
SECONDARY LOGO
The food icons on roller blades
symbolises the secondary logo. This logo
will be used in the various Scenarios on
the design sections.
Inconsistent usage of the Mr Delivery
logo, its secondary logo and other brand
symbols could dilute the message to
customers about the brand.
Once again, please do not attempt to
reproduce the logo artwork from these
pages.
For official artwork, please
contact......., alternatively templates can
be found on the artwork CD.
Secondary logo
January 2016
Page 5
CLEAR SPACE
January 2016
The integrity of the Mr Delivery Logo

relies on a clear and legible
presentation. To provide the proper
setting and to comply with trademark
standards, the logo must be surrounded
by space that is clear of graphic or
typographic elements. This space is
called clear space.
1x
The Mr Delivery logo clear space is

defined as X Height of the y that
resides inside our logo.
1x
1x
1x
Page 6
SINGLE COLOUR AND REVERSED OUT
Often it will be necessary to print in a

single colour or reverse out the logo if it
appears against a dark background.
When printing in a single colour,
black/ash is the preferred option.
Single Colour
Reversed out
January 2016
Page 7
CORRECT USE OF THE LOGO

It is essential that the logo is never
altered in any way from the guidelines
set out in this guide.
Correct:
January 2016
Page 2
Incorrect:
Examples of correct and incorrect use

are illustrated on this page.
Colours must stay in their allocated positions,

although if the logo is sitting on a solid background
colour, white must replace the colour area of the logo
which matches the background colour. if the
background is a tint or a colour which renders the logo
illegible, the logo must reverse out in white or black
shade as shown in previous page.
Colours must not be swapped, the kerning between

letters must not be altered and the spatial relationship
between the logotype and symbol must never be
changed. it is also incorrect if symbol is larger than
logotype or vise versa.
TYPOGRAPHY
The authorised fonts to be used in all

forms of communications are Clarendon
Blk bt, Geometr415 Blk BT and
GeoSlab703 MdCn bt bold.
Eras Bold ITC
Eras Bold ITC should be used for:

- Headlines
Clarendon Blk BT
Clarendon Blk bt should be used for:

- Subtitles (in Capitals)
- Captions(in lowercase)
GeoSlab703 MdCn bt bold should be
used for:
- Body copy
January 2016
Page 9
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890!$%^&*()
GeoSlab703 MdCn BT Bold

CORPORATE COLOURS
The Mr Delivery colour palette has been
chosen to reinforce our brand image
through both intensity of application
and consistency of use. It is as
important as any of the other brand
elements and requires the same
consistency of use throughout.
C-0
M - 100
Y - 100
K-0
R- 237
G - 50
B - 55
Hex - #Ed3237
C-1
M - 33
Y - 100
K-0
R- 248
G - 179
B - 48
Hex - #F8B330
C - 41
M - 20
Y - 64
K-0
R- 162
G - 176
B - 125
Hex - #A2B07D
C - 67
M - 60
Y - 59
K - 46
R- 77
G - 77
B - 77
Hex - #4D4D4D
January 2016
Page 10
PATTERNS
Topping icons are colourful and playful
graphic elements that have become part
of our visual brand recognition. They
express great assorted taste and
freshness. These are created to stand as
relative symbol patterns. Together,
these brand communicate renewed
ener gy, excitement, quality and
freshness. They are little visual feels for
the essence of the Mr Deliver y
experience - Friends and family
receiving mouth watering delicacies
right at their door step on demand.
January 2016
Page 11
LETTERHEAD
January 2016
The Mr Delivery logo is always placed at

the top right of the page.
Format: A4 (210mm x 297mm)

Paper: Munken Lynx
Weight: 120 gsm
1c Admiralty Road, off Admiralty Way,

Lekki Phase 1, Lagos State, Nigeria.
t:08128888889
Page 12
CONTINUATION SHEET
No primary logo appears on the
continuation sheet - just the secondary
logo and other food icons.
Format: A4 (210mm x 297mm)

Paper: Munken Lynx
Weight: 120 gsm
January 2016
Page 13
COMPLEMENT SLIP
January 2016
The complementry slip is used to

accompany a document or file when
there is no need to write a full letter.
Size: DL (210mm x99mm)

Paper: Munken Lynx
Weight: 120 gsm

08128888889
Page 14
BUSINESS CARD
The Mr Delivery business card should be

used by all employees of the company. All
business cards are double-sided and are
die-cut with rounded edges.
Format: 90mm x 55mm

Back
w w w . m r d e l i v e r y . c o m . n g
Paper: Munken Lynx

Weight: 400 gsm
Finishing: matt black foiled
Paul Hassan
p_hassan@mrdelivery.com
08128888889
Front
January 2016
Page 15
w w w . m r d e l i v e r y n a i j a . c o m
Philip Prest
Director of Sales and Marketing
p_prest@mrdeliverynaija.com
+234 816 569 9569
Evelyn Prest
Tosan Prest
Marketing
e_prest@mrdeliverynaija.com
+234 817 876 0428
Director of Operations
e_prest@mrdeliverynaija.com
+44 750 809 5265,+234 808718 2424
POWER POINT TEMPLATE
The Mr Delivery logo is placed at the top

side of the cover page.
The body page and end page has the
secondary logo watermarked and
enlarged at lower part of page
Topic of Presentation
Cover Page
Body Page
End Page
January 2016
Page 16
ID CARD
The Mr Delivery ID cards are doublesided and are die-cut rounded corners.
Size: 90mm x 55mm
w w w. m r d e l i v e r y. c o m . n g
Plastic stock: to be advised

Front
Paul Hassan
Delivery Man
ID NUMBER: MTA/AB/014
DATE ISSUED: 08/10/2015
VALID: FOR ONE YEAR
.............................
Holders Sign.
If found, please return to:

or call:
08128888889
Back
714121231514062
January 2016
Page 17
FAX SHEET
January 2016
Page 18
The Fax sheet can be run out from a

laserprinter and does not have to be
printed offset.
Size: A4 (210mm x 297mm)

Printing: Single-colour (black)
TO................................................................................
FROM.......................................................................
COMPANY...................................................................
DIRECT TEL............................................................
FAX..............................................................................
FAX............................................................................
DATE...........................................................................
NUMBER OF PAGES...............................................
SUBJECT.....................................................................................................................................
Paper stock: Bond
This content will also appear always

in company e-mail below signature .
CONFIDENTIALITY NOTICE: Any information accompanying this facsimile transmission may consist of confidential information, which may be legally privileged. The
information contained in this fax is intended only for the use of the addresses named above. If you have received this facsimile in error, please notify us immediately
by telephone to arrange its return to us. Any disclosure, copying, distribution or the taking of any action in relation to the contents of this faxed information by any
person (other than the address named above) is strictly prohibited.
16
ADVERTISING
January 2016
Page 19
All advertising, regardless of size (fullpage, half page or double-page spread)

must contain the logo element and
headline relevant to that particular
advert.
Image
Here
The red column must always appear at

the bottom of the page, containing food
icons and company contact details.
Photography must be fresh, containing a
high number of pixels, appealing
modern with mouth watering
irresistibly looking meals.
08128888889
Image
Here

Above:
single-page/portrait size advert
Left:
double-page spread/landscape advert
Please note that these two visuals are general examples only.
Headline and bodycopy to relate to final photography used.
1c Admiralty Road, off Admiralty Way, Lekki Phase 1, Lagos State, Nigeria.
08128888889
ENVELOPES
January 2016
The Mr Delivery logo is placed on the body of

the envelope while the red flap contains the
return address details.
08128888889
The DL envelope can either have a window or

be windowless.
Format: DL (220mm x 110mm, excluding flap)

C4 (324mm x 230mm, excluding flap)
DL

08128888889
Paper stock: White cartridge, 80gms
C4
Page 20
TABLE WATER
The label wrap has a unique and

transparent look.
Format: 24m x 5m
Printing: 3-colour
Mr Delivery table water is certified by NAFDAC as

pure, safe and good for drinking.
B1-7588
Label
6 152110 044215 >
Mr Deliver table water has been purified through the

most modern technology and processes including Reverse
Osmosis, Ultra Filtration and UV Sterilization thus
preventing dehydration and keeping the body system
active and healthy all day long.
Mr Delivery
08128888889
January 2016
Page 21
CHICKEN BAGS
The Chicken bag can either be printed on

brown paper or white paper.
Formats:
Full chicken - 210mm wide x 330mm deep
Half chicken - 125mm wide x 140mm deep
Printing: 3-colour
3-colours printed on brown paper (Note: inks printing on brown paper

are often semi-transparent, not 100% opaque)
January 2016
Page 22
SHOPPING BAGS (PLASTIC)
There are two different sizes of shopping

bag; Maxi and Mini.
Formats:
Maxi - 285mm wide x 475mm deep
Mini - 120mm wide x 200mm deep
Printing: 3-colour on white plastic
Mini
Maxi
January 2016
Page 23
FOOD PACK
Plastic container has the Mr Delivery

logo printed on the lid.
Mr
January 2016
Page 24
ICE-CREAM CUP
The Plastic (PET) ice-cream cup has the
Mr Delivery symbol printed on the side,
and is either white or red.
Format: 25cl
Print: 3-colour
January 2016
Page 25
CHICKEN & CHIPS BOX
January 2016
The cardboard box is printed in its

entirety, with the Mr Delivery symbol
printed on the front with the food icons.
Format: 185mm long x 110mm wide x
125mm deep
Printing: 3-colour
Front view
Top view
3D View
Side view
Page 26
Top view
3 inches
Tank Section - Side(2 copies)
4.5 inches
18 inches
18 inches
20 inches
18 inches
20 inches
COASTERS
There are various coaster designs to add
variety and interest. Designs can either
be printed back-to-back or single-sided.
Format: 95mm x 95mm (with rounded
corners)
Paper stock: Dripmat board, 1.15mm
thick
January 2016
Page 27
TABLE NUMBERS
Figures are to be printed on plastic

stands as shown with the Mr Delivery
watermarked symbol.
January 2016
Page 28
SERVIETTE
Serviette can be printed in 3-colour or
single colour to save on costs.
Size: TBC
Printing: 3-colour/single colour
January 2016
Page 29
CROCKERY
Crockery to either be branded with the
Mr Delivery symbol or alternatively with
food icons around the centralised logo.
Formats: Dinner plates and side plates
Printing: 3-colour/1-colour
January 2016
Page 30
BURGER WRAP
The burger wrap consists of 1-colour
printing on semi-opaque sheets of
greaseproof paper.
Format: 455mm x 315mm
Printing: 1-colour
January 2016
Page 31
MENU LEAFLET
January 2016
The red column must always appear at

the bottom of the page, containing food
icons.
Shawarma
Photography must be fresh, containing

a high number of pixels, appealing
modern with mouth watering
irresistibly looking meals.
Food
Food
Image
Here
Image
Here
m
r
a
Cost details here
Sh
w
a
Page 32
EXTERIOR SIGNAGE
The Mr Delivery Logo should always be

placed above, right before the contact
details.
The free zone should always be
considered when positioning the logo. It
should never be used vertically or
positioned in the corner of the facade.
1c Admiralty Road,
off Admiralty Way,
Lekki Phase 1,
Lagos State, Nigeria.
08128888889
January 2016
Page 33
MENU BOARD
January 2016
Page 34
One hanging back-lit board featuring

both the combo meals and the individual
dishes.
Tasty food on delivery!
CHICKEN
000
Chicken +
Regular Chips +
Coke
000
Fish +
Regular Chips +
Coke
000
Beef Kebab +
Regular Chips +
Coke
000
Beef Burger +
Regular Chips +
Coke
000
Chicken Burger +
Regular Chips +
Coke
11
12
13
14
15
Rotisserie Chicken (1/4 Chicken)

Rotisserie Chicken (1/2 Chicken)
Rotisserie Chicken (Whole)
Barbeque Chicken
Fried Chicken
10
MEAT + FISH
000
Chicken Wrap +
Regular Chips +
Coke
000
Chicken +
Regular Rice +
Coke
000
Fish +
Regular Rice +
Coke
000
Beef Kebab +
Regular Rice +
Coke
000
5-piece Chicken +
2 Regular Rice +
2 Regular Chips +
Coke
16
17
18
19
Beef Kebab
Mixed Kebab
Breaded Fish
Grilled Fish
SIDE DISHES
PASTRY
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
Meat Pie
Chicken Pie
Fish Pie
Sausage Roll
Sundry Roll
Scotch Egg
Queens Cake
Marble Cake
Doughnut
Spring Rolls
Sandwich
Ice Cream (Cup)
Ice Cream (Cone)
Ice Cream (Bowl)
Dips
Nuts
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
29
30
31
32
33
34
35
36
Fried Rice (Regular)

Fried Rice (Medium)
Spicy Rice (Regular)
Spicy Rice (Medium)
Chips (Regular)
Chips (Medium)
Vegetable Salad
Coleslaw
BURGERS + WRAPS
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
DESSERTS
37 Fruit Salad
38 Moi Moi
00.00
00.00
20
21
22
23
24
25
26
27
28
Beef Burger
Double Beef Burger
Cheese Burger
Spicy Beef Burger
Chicken Burger
Double Chicken Burger
Chicken + Cheese Burger
Spicy Chicken Burger
Chicken Wrap
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
00.00
CLOTHING
T-shirts can be sold to customers instore as merchandise marketing.
Front
Back
January 2016
Page 35
APRON
The red apron should have Mr Delivery
logo centralised on upper part. While the
ash apron should have an enlarged
designed Mr Delivery symbol.
January 2016
Page 36
VEHICLE LIVERY
January 2016
Vehicle branding should have Mr

Delivery logo on front doors and the food
icons on the back side doors of the
vehicle. The phone contact detail is
placed on the rear side of the vehicle.
www.mrdelivery.com.ng
side view
08128888889
front view
rear view
Page 37

www.mrdelivery.com.ng
07064915279
08128888889

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Brand Identity Manual

Mr Delivery - Brand Identity Manual -

Mr Delivery - Brand Identity Manual -

Visual Design Elements:

Mr Delivery - Brand Identity Manual -

Always remember that the logo itself cannot

Mr Delivery - Brand Identity Manual -

Mr Delivery - Brand Identity Manual -

The integrity of the Mr Delivery Logo

The Mr Delivery logo clear space is

SINGLE COLOUR AND REVERSED OUT

Mr Delivery - Brand Identity Manual -

Often it will be necessary to print in a

CORRECT USE OF THE LOGO

Mr Delivery - Brand Identity Manual -

Examples of correct and incorrect use

Colours must stay in their allocated positions,

Colours must not be swapped, the kerning between

Mr Delivery - Brand Identity Manual -

The authorised fonts to be used in all

Eras Bold ITC

Eras Bold ITC should be used for:

Clarendon Blk bt should be used for:

GeoSlab703 MdCn BT Bold

Mr Delivery - Brand Identity Manual -

Mr Delivery - Brand Identity Manual -

Mr Delivery - Brand Identity Manual -

The Mr Delivery logo is always placed at

Format: A4 (210mm x 297mm)

1c Admiralty Road, off Admiralty Way,

Format: A4 (210mm x 297mm)

Mr Delivery - Brand Identity Manual -

Mr Delivery - Brand Identity Manual -

The complementry slip is used to

Size: DL (210mm x99mm)

1c Admiralty Road, off Admiralty Way,

Mr Delivery - Brand Identity Manual -

The Mr Delivery business card should be

Format: 90mm x 55mm

Paper: Munken Lynx

+234 816 569 9569

+234 817 876 0428

+44 750 809 5265,+234 808718 2424

POWER POINT TEMPLATE

Mr Delivery - Brand Identity Manual -

The Mr Delivery logo is placed at the top

Mr Delivery - Brand Identity Manual -

Size: 90mm x 55mm

Plastic stock: to be advised

If found, please return to:

Mr Delivery - Brand Identity Manual -

The Fax sheet can be run out from a

Size: A4 (210mm x 297mm)

Paper stock: Bond

This content will also appear always

Mr Delivery - Brand Identity Manual -

All advertising, regardless of size (fullpage, half page or double-page spread)

The red column must always appear at

1c Admiralty Road, off Admiralty Way,

Mr Delivery - Brand Identity Manual -

The Mr Delivery logo is placed on the body of

The DL envelope can either have a window or

Format: DL (220mm x 110mm, excluding flap)