BRANDGUIDELINES
TABLEOFCONTENTS01BRANDOVERVIEW02LOGO03COLOURS04TYPOGRAPHY05VISUALELEMENTS06BRANDINACTION07THANKYOU
01BRANDOVERVIEW
BRANDPOSITIONINGWhyBakuBakuexists,whereitisgoing,andwhatitdoeseverydaytogetthere.01PURPOSE02VISION03MISSIONBaku Baku exists to fix bad days. In folklore, the Baku is the creature you call on to devour what’s troublingyou, and that’s the whole job here. You’ve had a week. Something went wrong. You’re tired, flat, defeated, orjust quietly fed up. A bowl won’t solve it, but it will take the edge off it, and that’s more than most thingsmanage. We’re not a treat and we’re not an occasion. We’re the thing you go to when you need something togo right.A city spot where the best meal you can have is also the one that asks the least of you. We want to takecomfort food seriously, not by making it fancy or putting it on a tasting menu, but by cooking it properly, atspeed, for anyone who walks in. No booking, no dress code, no reason required. Just the best bowl of noodlesin Manchester, ready in six minutes, and nobody asking why you needed it.We cook noodles that make people feel better. We make them hot, generous, and fast, because that is whatfeeling better actually requires. We serve everyone the same, whatever kind of day they’ve had. And we sendyou out lighter than you came in, with nothing left in the bowl.
COREVALUESGREEDSPEEDWARMTHCRAFTPLAYWe are unapologetically excessive: bigger portions, bolder flavours, louder graphics, more than you askedfor, because holding back has never made anyone feel better.Comfort delayed is comfort denied; the bowl lands in six minutes, hot, because the moment someoneneeds cheering up is the moment, not twenty minutes later.Everyone gets the same welcome regardless of the day they’ve had, what they look like, or how muchthey’re spending, and nobody is ever asked to explain why they’re here.We take a cheap, humble, everyday bowl of noodles as seriously as anyone takes an expensive one,because doing the simple thing exceptionally well is the entire point.Nothing here is precious: the mascot is ridiculous, the packaging is loud, the whole brand grins at you, andwe would rather be delightful than tasteful.
TONEOFVOICEWarmfirst,playfulalways,plain-spokenwhenitcounts,andgenerouswithallofit.85%Warm70%Playful55%Plain-spoken40%Generous
02LOGOS
LOGOMARKMeet the Baku. In Japanese folklore it’s the creature you call on to eat yourbad dreams, so we gave it the job of eating your bad days. Elephant’s head,rhino ears, and a grin that says the noodles have already landed.The name is the sound it makes: baku baku, “chomp chomp”, eating withenthusiasm. Use the mark on its own where space is tight and the name isalready known: avatars, favicons, stamps, the bottom of the bowl.
LOGOTYPEThelogotypeisourbrandnameinitscustomtypographicform.Asourprimaryidentifier,itisdesignedformaximumclarityandimpactacrossallcommunications.Smoothcurvesyetbulky,theperfectcombinationfortopqualityudon.
LOCKUPSHORIZONTALSTACKTheprimarylockup,andthedefault.Wordmarkandlogomarksidebysideforwideformats:shopfronts,webheaders,thesideofthelorry.VERTICALSTACKThesecondarylockupforsquareandtallspaces:socialposts,packagingfronts,stampsandstickers.Sameparts,stacked.
COLOURCOMBINATIONSAlwaysselectabackgroundcolourorimagethatprovidessufficientcontrasttoensurethelogoisclearlyvisibleandmaintainsitsintegrity.
Don’t stretch or squash itDon’t rotate itDon’t change its colourDon’t add shadows or effectsDon’t outline itDon’t use low contrastThe mark works because it is drawn one way. Keep itthat way: no stretching, turning, recolouring ordecorating, and always on a ground it can be readagainst. If in doubt, use the lockups on theprevious pages exactly as supplied.LOGOMISUSE
03COLOURS
COLOURPALETTEColourisafundamentalelementofourbrandidentity,evokingemotionandsettingthetoneforourvisualcommunication.Ourpaletteisdividedintoprimary,secondaryandmonotonecolours.AredgroundedindefinitiveJapaneseimagery,acreamextractedfromthecolourofdeliciousudon.Monotonesforclarityatanydistance,groundingBaku’schaoticchomping.PRIMARY#E4423DRGB228 66 61CMYK0 71 73 11SECONDARY#FFFCE9RGB255 252 233CMYK0 1 9 0BAKUBAKUBLACK#1A1C23RGB26 28 35CMYK26 20 0 86BAKUBAKUWHITE#FFFFFDRGB255 255 253CMYK0 0 1 0
04TYPOGRAPHY
TYPEFACEOurbrandtypefaceisObviously.Itsloud,playfulandhighlylegibleletterformsreflectourbrand’spersonality:confident,clearandapproachable.Thisversatilefontfamilyisusedacrossallbrandcommunicationstocreateaconsistentandunifiedtypographicvoice.OBVI-OUSLYABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$^&*()_+=;'<>,./?
TYPEHIERARCHYST Y L ES I Z I N GN O T E SOBVIOUSLYBLACKObviouslyBlack, 90096–220px/ 0.95Headers,pagetitles,theonebiglineonaposterorawall.Oneperpage.ObviouslyBoldObviouslyBold, 70032–48px/ 1.15Sub-headers,menusectionnames,cardtitles.Doestheexplaining,oneconfidentlineatatime.VarelaRoundVarelaRound, 40016–24px/ 1.5Bodycopy,descriptions,menus,captionsandanythinglongerthanasentence.Oneweight,neverfakedbolder.VarelaRound,minimumsizeVarelaRound, 40016px/ 1.5Theflooronscreen.Legallinesandsmallprintsithere,neverbelowit.All capsSentence case
05VISUALELEMENTS
BRANDPATTERNThebrandpatternisauniquegraphicelementusedtoaddtextureandvisualinterest.Itmirrorsthewavycurvesofudonnoodles.Applyitasabackgroundoraccenttoreinforceourbrandidentityinasubtle,engagingway.
06BRANDINACTION
ありがとうTHANKS