Brand and media kit
The Carte brand
One drawn word and its C, four colours from the product, and Geist for everything else. Take what you need; every file is here, and the kit has all 148 of them.
The main logo · saffron on navy01
The logo
One word in Sant'Elia Script, and its C on its own. Saffron on navy is the main logo; orange on cream is the daytime version. The logo is always drawn, never typed.
The word
Saffron
Orange
Navy
Cream
Black
White
The C
For icons, stickers and anywhere the word would be too small.
Saffron
Orange
Navy
Cream
Black
White
48 px28 px18 px, the smallest02
Colourways
The logo on each ground it is made for. Each is a PNG, ready to drop in.
03
Do and don't
Each tile shows the real mistake, not a description of it. When in doubt, use saffron on navy.
Do
- Saffron on navy
- Orange on cream
- Navy on saffron
Don't
- Stretch it
- Rotate it
- Change its colours
- Low contrast (saffron on cream, 2.0 : 1)
- Add a glow or shadow
- Outline it
- Retype it
- Set it in capitals
Also don't put the logo on a busy photo, add a second colour inside it, or set it on the green, blue or purple of other brands.
04
Colour and type
Four colours, all taken from the product as it is today, and two typefaces: the drawn script for the logo, Geist for everything else.
- NavyBackgrounds, the icon tile#131925
RGB 19 25 37
CMYK 84 74 47 65 - CreamText on navy, light pages#F9F5F1
RGB 249 245 241
CMYK 2 3 4 0 - SaffronThe logo, accents#FD992F
RGB 253 153 47
CMYK 0 44 82 0 - OrangeButtons, the logo on cream#DF4D0C
RGB 223 77 12
CMYK 1 75 98 4
Pairs that pass
- Saffron on navy · 8.2 : 1
- Cream on navy · 16.2 : 1
- Navy on saffron · 8.2 : 1
- Orange on cream · 3.7 : 1, logo only
Saffron on cream (2.0 : 1) and orange on navy (4.4 : 1, buttons only) do not pass for the logo.
Type
- Sant'Elia Script BoldThe logo only. It is drawn and outlined, so nobody needs the font; never set words in it.Logo
- Your own app takes 0%.Geist BoldHeadlines and numbers, tight and plain.Headlines
- Guests build their dish, order from the table, and it lands on your kitchen screen.Table 9 · Order #199Geist and Geist MonoGeist for reading and screens; Geist Mono for tickets, order numbers and small labels. Both are free from Google Fonts.Text and screens
Everything in one file
The kit: the word and the C in six colours as SVG, PDF, EPS and PNG up to 4000 px, social images, app icons and the guidelines. Writing about Carte or need another size? hi@brainy.ink
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Social media and app icon
Profile pictures, the link preview and the headers, and the app icon: the navy tile with the saffron C, square on purpose because the stores round the corners.