D I G I TA L P L AY B O O K

July 2019
2 LOGO USAGE

OUR PRIMARY LANDSCAPE LOGO

Where possible, the Ocean Basket logo should be 1 Wordmark
placed on a solid background. It may not be placed
2 Symbol
in a holding shape of any type. The symbol and
wordmark may also be used in white when used on 3 Positioning Statement
a darker background.

1 2 1 2
The logo with the
positioning statement is
ONLY used on printed
Menus. and may NOT be
3 used for digital comms.

CLEAR SPACE
The Ocean Basket logo is most effective when surrounded by a safe area ensuring greater legibility and
improved recognition. A minimum area of unobstructed clear space, based on the width of the "OB” in
the symbol, must surround the logo in all situations (see examples below).

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2 LOGO USAGE

OUR PRIMARY STACKED LOGO

In layouts where the use of the landscape logo becomes challenging ie. it appears too small, our stacked logo may be used.

The sizing / weighting For sever portrait layouts and large format
on the left is the signage, this version of the stacked logo
primary sizing. maybe used. The symbol is larger (width of
"Basket", and may be used anywhere on
the y-axis.

CLEAR SPACE
The Ocean Basket logo is most effective when surrounded by a safe area ensuring greater legibility and improved recognition. A minimum area of
unobstructed clear space, based on the width of the "OB” in the symbol, must surround the logo in all situations (see examples below).

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2 LOGO USAGE

INCORRECT APPLICATION AND INTERFERENCE

It is imperative that our logo is clearly visible on every piece of communication. Ensure no imagery, text or design elements
interfere with the logo by adhering to the safe area stipulated above. The symbol may never appear on its own (unless
approved by Marketing).

When placed over menu item imagery, the background image may, at the designers' discretion, cut underneath the symbol.
The background image may NEVER infringe on the clear space around the wordmark.

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2 TYPOGRAPHY

PRIMARY FONT
The Helvetica Neue family has been selected as the Ocean Basket corporate font for its legibility,
versatility and compatibility. The weights of the font family can be explored within a design to
create hierarchy and focus.

Headline / heading fonts:

AaBbCcDd
Helvetica Neue
85 Heavy
Helvetica Neue
75 Bold
Helvetica Neue
45 Light
Helvetica Neue
35 Thin

HEADLINE CASE REQUIREMENTS

Use a combination of Uppercase 75 Bold and lowercase 45 Light to create
interest and ease of legibility.

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2 TYPOGRAPHY

SECONDARY FONT
Trashhand Regular should be used sparingly and only for
headlines where the Helvetica font family feels too heavy and HEADLINE EXAMPLES
needs an organic accent.
The headline should always have clear hierarchy, highlighting the
most important information in the message.

ABCDEFG
Summer bodies are
MADE IN WINTER

Trashhand Our new

Regular WINTER MENU
is ready for you!

Trashhand Regular should NEVER use more than 20% FEEL WINTER
of any layout. It is, by nature, a busy font that can
become difficult to read if not used sparingly.
differently

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2 COLOUR PALETTE

The Ocean Basket colour scheme primarily stays within a Text should always be in our primary colours. Secondary colours may
range of blues. 95% of colours used should always be blue. only be used to aid legibility and must be approved by Marketing.
Make sure you use the correct values of the colours needed.
Do not substitute any colour as an alternative. RGB and hex
colours should be used for all digital applications.

PRIMARY SECONDARY TERTIARY

The Ocean Basket logo and icon may appear in these These are used to compliment the primary colour Only to be used as a pop of colour
colours and ONLY. where a larger variety of colour is necessary. or as an accent in layouts.

WHITE PANTONE 654C PANTONE 2219C PANTONE 5513C PANTONE 617C PANTONE 2027C
C0 M0 Y0 K0 C100 M71 Y10 K47 C68 M10 Y30 K3 C29 M1 Y10 K5 C11 M6 Y64 K13 C0 M65 Y73 K7
R255 G255 B255 R0 G58 B112 R73 G170 B178 R181 G208 B210 R199 G190 B113 R226 G111 B68
#FFFFFF #003A70 #49AAB2 #B5D0D2 #C7BE71 #E26F44

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2 IMAGERY

BACKGROUND IMAGERY
2019 backgrounds take heed from the 2019 menus. The backgrounds should preferably be used when food
imagery is shown. They can also be used on their own with strong, bold text to create texture and interest.
The background choice should always enhance the product and not overwhelm it.

Primary backgrounds: Secondary background: Tertiary background:

TEXT COLOUR TEXT COLOUR TEXT COLOUR

Only white text may be used on these backgrounds. Only OB Navy and white text may be used on these Only OB Navy and Turquoise
backgrounds. Ensure legibility. text may be used on this
background. Ensure legibility.

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2 GRAPHIC ELEMENTS

We have simplified our graphic elements over the last few years. Use these elements sparingly,
selectively, and not on-mass.

Keep it simple and elegant with maximum 2 sets of graphic elements per layout. DON'T

5 line option

4 line option

2 line option

2 line bold option

A maximum of 3 fish may be used per layout.

Never scale graphic elements without having them

converted to paths. If in need of assistance request
same from Head Office.
Never change the stroke (line) thickness of the
graphic elements.
Illustrations for Kids Menu / ads / messaging. Never squash or pull any of the graphic elements out
of their original form.

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2 ILLUSTRATION STYLE

Opportunities may arise where a specific illustration is needed. Please follow our linear
illustration style and keep illustrations simple and clear.

DON'T

g saturdays
Music to
sizzlin dine for
LUNCHTIME
SEAFOOD BRAAI

LIVE MUSIC AT
JOIN US EVERY OCEAN BASKET
SATURDAY FOR WOODLANDS
A DELICIOUS every 2nd Wednesday of the month
SEAFOOD BRAAI! from 18h00 to 20h00
OCEAN BASKET WOODLANDS
012 997 7130
Shop No. 29, Woodlands Boulevard Shopping Centre,
Cnr Woodlake Drive & De Villabois Mareuli Drive, Pretoriuspark
Ts & Cs apply. Only valid at Ocean Basket Woodlands.
While stocks last.

IMPORTANT

• Ensure your line weight is consistent in your illustration.

• Never use cheesy or generic illustrations
• Do not use detail that is too intricate. Simple is better. • Never use non-CI colours
• Do not combine illustrations with imagery. Use only one route per layout.
• First prize is always to use food imagery instead of illustrations.
• Do not illustrate existing food/menu items.

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THANK YOU

July 2019