CORPORATE IDENTITY GUIDELINES
Powered by Dining Butler
BRAND STORY
Dining Butler is defined by our family oriented culture - an environment that rewards creative problem solving. We encourage people to be warm, homely and approachable. Our open culture keeps everyone informed and we work in small teams and move fast to develop new products, constantly iterating and improving.
Like how we apply our brand colours and mascot. The following guideline is created to best feature Dining Butler logo usage.
Updated on 31 Aug 2017 4
CONTENT
01. LOGO
- MAIN VERSION 05
- ALTERNATE VERSION 06
- CLEAR ZONE 09
- MINIMUM SIZE 15
- DO & DON’TS 17
02. COLOURS
PRIMARY 20 - PANTONE, CMYK, RGB, WEB
SECONDARY 21 - PANTONE, CMYK, RGB, WEB
- BLACK & WHITE 22
- REVERSE WHITE 22
03. FONTS
- PRIMARY 25
- SECONDARY 27
- DIFFERENT LANGUAGES 28
04. APPLICATIONS
- OFFICE STATIONERY 30
- MASCOT 35
- ICONS 38
01. LOGO
- MAIN VERSION
- ALTERNATE VERSION
- CLEAR ZONE
- MINIMUM SIZE
- DO & DON’TS
Updated on 31 Aug 2017 6
01. LOGO MAIN VERSION
Strictly no alteration must be imposed on the
logotype. All specification must be strictly
adhered and avoid recreating the logotype.
Only the original artwork provided should
be used.
Written approval from Dining Butler is required
when obtaining original logotype artwork.
Please note that the logotype must be clearly
visible and distinct from the background.
Symbol
Logotype
Tagline
Updated on 31 Aug 2017 7
Strictly no alteration must be imposed on the
logotype. All specification must be strictly
adhered and avoid recreating the logotype.
Only the original artwork provided should
be used.
Written approval from Dining Butler is required
when obtaining original logotype artwork.
Please note that the logotype must be clearly
visible and distinct from the background.
01. LOGO ALTERNATE VERSIONS
Updated on 31 Aug 2017 8
01. LOGO ALTERNATE VERSIONS (MALAYSIA & THAILAND USE)
Strictly no alteration must be imposed on the
logotype. All specification must be strictly
adhered and avoid recreating the logotype.
Only the original artwork provided should
be used.
“Powered by Dining Butler” can be place
anywhere within the artwork.
Written approval from Dining Butler is required
when obtaining original logotype artwork.
Please note that the logotype must be clearly
visible and distinct from the background.
Symbol
Logotype
Powered by Dining Butler
Updated on 31 Aug 2017 9
01. LOGO ALTERNATE VERSIONS (MALAYSIA & THAILAND USE)
Strictly no alteration must be imposed on the
logotype. All specification must be strictly
adhered and avoid recreating the logotype.
Only the original artwork provided should
be used.
“Powered by Dining Butler” can be place
anywhere within the artwork.
Written approval from Dining Butler is required
when obtaining original logotype artwork.
Please note that the logotype must be clearly
visible and distinct from the background.
Updated on 31 Aug 2017 10
01. LOGO CLEAR ZONE
The primary logo is to be placed on top of
complicated background. At all times, the logo
should be displayed promeinently and clearly.
This illustrates clearly the guideline, marked
by “x” , as a acceptance and manatory
margin away from the logo and the tagline
that must be left empty, without any design
element. This mentioned guideline should
be followed strictly. Otherwise obtaining
written consent is a must.
Clear zone
X
Updated on 31 Aug 2017 11
01. LOGO CLEAR ZONE
The secondary logo is to be placed on top
of complicated background. At all times, the
logo should be displayed promeinently and
clearly. Mainly for print or web usage.
This illustrates clearly the guideline, marked
by “x” , as a acceptance and manatory
margin away from the logo and the tagline
that must be left empty, without any design
element. This mentioned guideline should
be followed strictly. Otherwise obtaining
written consent is a must.
Clear zone
X
Updated on 31 Aug 2017 12
01. LOGO CLEAR ZONE
1/2 of x
Clear zone
The secondary logo is to be placed on top
of complicated background. At all times, the
logo should be displayed promeinently and
clearly. Mainly for digital purposes.
This illustrates clearly the guideline, marked
by “1/2 of x” , as a acceptance and manatory
margin away from the logo and the tagline
that must be left empty, without any design
element. This mentioned guideline should
be followed strictly. Otherwise obtaining
written consent is a must.
Updated on 31 Aug 2017 13
The primary logo is to be placed on top of
complicated background. At all times, the logo
should be displayed promeinently and clearly.
This illustrates clearly the guideline, marked
by “x” , as a acceptance and manatory
margin away from the logo and the tagline
that must be left empty, without any design
element. This mentioned guideline should
be followed strictly. Otherwise obtaining
written consent is a must.
Cle
ar z
one
y
1/2 of y
01. LOGO CLEAR ZONE (MALAYSIA & THAILAND USE)
Updated on 31 Aug 2017 14
The secondary logo is to be placed on top
of complicated background. At all times, the
logo should be displayed promeinently and
clearly. Mainly for print or web usage.
This illustrates clearly the guideline, marked
by “x” , as a acceptance and manatory
margin away from the logo and the tagline
that must be left empty, without any design
element. This mentioned guideline should
be followed strictly. Otherwise obtaining
written consent is a must.
Cle
ar z
one
y
01. LOGO CLEAR ZONE (MALAYSIA & THAILAND USE)
Updated on 31 Aug 2017 15
01. LOGO CLEAR ZONE
y
Clear zoneThe secondary logo is to be placed on top of
complicated background. At all times, the logo
should be displayed promeinently and clearly.
Mainly for preminum or digital purposes.
This illustrates clearly the guideline, marked
by “y”, as a acceptance and manatory
margin away from the logo and the tagline
that must be left empty, without any design
element. This mentioned guideline should
be followed strictly. Otherwise obtaining
written consent is a must.
Updated on 31 Aug 2017 16
01. LOGO MINIMUM SIZE
FOR PRINT - Min. height 35mm
FOR WEB - Min. height 80pixel
FOR PRINT - Min. height 12mm
FOR WEB - Min. height 40pixel
FOR PRINT - Min. height 10mm
FOR WEB - Min. height 40pixel
FOR PRINT - Min. height 12mm
FOR WEB - Min. height 40pixel
Logo and tagline should not be used
any smaller than minimum size shown
respectively. For special circumstances,
obtaining written consent is a must.
Updated on 31 Aug 2017 17
FOR PRINT - Min. height 35mm
FOR WEB - Min. height 80pixel
FOR PRINT - Min. height 12mm
FOR WEB - Min. height 40pixel
Logo and tagline should not be used
any smaller than minimum size shown
respectively. For special circumstances,
obtaining written consent is a must.
FOR PRINT - Min. height 12mm
FOR WEB - Min. height 40pixel
01. LOGO MINIMUM SIZE (MALAYSIA & THAILAND USE)
Updated on 31 Aug 2017 18
01. LOGO DO & DON’TS
1. Do not add drop shadows.
2. Do not alter the spacing of the logotype.
3. Do not fill the logotype with patterns
or gradations.
4. Do not outline the logotype.
5. Do not reproduce the logotype in any
colours apart from the approved colors.
6. Do not alter or distort the artwork.
7. Do not add other graphic elements to the
logotype.
8. Do not add words or modifiers to the
logotype.
9. Do not remove encircled registered
trademark.
Promotion starts now!
Updated on 31 Aug 2017 19
1. Do not add drop shadows.
2. Do not alter the spacing of the logotype.
3. Do not fill the logotype with patterns
or gradations.
4. Do not outline the logotype.
5. Do not reproduce the logotype in any
colours apart from the approved colors.
6. Do not alter or distort the artwork.
7. Do not add other graphic elements to the
logotype.
8. Do not add words or modifiers to the
logotype.Promotion starts now!
01. LOGO DO & DON’TS (MALAYSIA & THAILAND USE)
02. COLOURS
PRIMARY - PANTONE, CMYK, RGB, WEB
SECONDARY - PANTONE, CMYK, RGB, WEB
- BLACK & WHITE
- REVERSE WHITE
Updated on 31 Aug 2017 21
02. PRIMARY COLOURS PANTONE | CMYK | RGB | WEB
Pantone 165C
C0 M74 Y94 K0
R255 G103 B27
#ff681d
Pantone 1375C
C0 M45 Y95 K0
R255 G158 B22
#ff9f19
Updated on 31 Aug 2017 22
02. SECONDARY COLOURS GRADIENT & SHADES
Pantone Black
90% BLACK
80% BLACK
60% BLACK
40% BLACK
20% BLACK
C0 M0 Y0 K100
R0 G0 B0
#000000
Please note that the gradient is only to be used at 90 degree as shown.
Pantone 165C
Pantone 1375C
Updated on 31 Aug 2017 23
02. COLOUR BLACK & WHITE | REVERSE WHITE
Updated on 31 Aug 2017 24
02. COLOUR BLACK & WHITE | REVERSE WHITE (MALAYSIA & THAILAND USE)
03. FONTS
- PRIMARY
- SECONDARY
- DIFFERENT LANGUAGES
Updated on 31 Aug 2017 26
03. FONT PRIMARY | 1 of 2
Proxima Nova | Light
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890Proxima Nova | Regular
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890Proxima Nova | Regular Italics
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Updated on 31 Aug 2017 27
Proxima Nova | Semibold
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890Proxima Nova | Bold
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890Proxima Nova | Bold Italics
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
03. FONT PRIMARY | 2 of 2
Updated on 31 Aug 2017 28
03. FONT SECONDARY
Helvetica Family
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Arial Family
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
To be used mainly for EDM / E-Newsletter / E-Forms / E-Receipt / Email
Updated on 31 Aug 2017 29
03. FONT DIFFERENT LANGUAGES
Examples of different languages to match Primary fonts.
思源黑体
用漂亮的字体设计的字体更有效地传达文本的内容。1234567890
Kozuka Gothic Pro M
美しい書体デザインのフォントを使用してテキストの内容をより効果的に伝える。1234567890
Cordia New
การใช้ตัวอักษรของการออกแบบตัวอักษรที่สวยงามถ่ายทอดเนื้อหาของข้อความที่มีประสิทธิภาพมากขึ้น1234567890
04. APPLICATIONS
- OFFICE STATIONERY
- MASCOT
- ICONS
Updated on 31 Aug 2017 31
04. OFFICE STATIONERY LETTERHEAD | DL ENVELOPE | C4 ENVELOPE | BUSINESS CARD
Updated on 31 Aug 2017 32
04. OFFICE STATIONERY EMAIL ACCOUNT NAME SET UP
Type in NAME - Company’s name
Updated on 31 Aug 2017 33
04. OFFICE STATIONERY E-SIGNATURES
Arial 7point
Arial 9point
Arial Bold
9point
Arial Bold
12point
Updated on 31 Aug 2017 34
04. OFFICE STATIONERY WALLPAPERS
4 different choices for selection.
Updated on 31 Aug 2017 35
04. OFFICE UNIFORM
Logo Embroidery
FRONT
www.diningbutler.com
BACK
Log
o p
lace
me
nt
are
fo
r vi
sua
lisa
tio
n p
urp
ose
s o
nly
Updated on 31 Aug 2017 36
04. MASCOT GESTURES (ONE COLOUR)
Updated on 31 Aug 2017 37
Please note that the gradient is only to be used at 90 degree as shown.
04. MASCOT GESTURES (SECONDARY COLOUR)
Updated on 31 Aug 2017 38
Please note that the rotation is angled at 15 degree.
04. MASCOT GESTURES (ONE COLOUR)
Updated on 31 Aug 2017 39
04. ICONS SINGAPORE SKYLINE
Updated on 31 Aug 2017 40
04. ICONS INTERNATIONAL SKYLINE
Updated on 31 Aug 2017 41
04. ICONS MALAYSIA SKYLINE
Updated on 31 Aug 2017 42
04. ICONS BANGKOK SKYLINE
Updated on 31 Aug 2017 43
04. ICONS PICTOGRAMS
Takeaway Pre-orderDine-in Reservation
All pictograms original artwork provided should
be used where ever necessary. Any alteration
or newly created icons or pictograms require
Dining Butler approval.
Written approval from Dining Butler
is required when alterations or new
pictograms are to be created.
Thank you
Dining Butler Limited