afiqah_nazarudin_01_P2007096_ca1brandguidelines_compressed (1)

Brand TONTON Guidelines CAFE TONTON CAFE Version 1.0 | December 2022

CONTENT 1 3 01 Introduction 5 02 Rationale 7 03 Corporate Signature 10 04 Colours 12 05 Minimum Size 14 06 Placement 23 07 Graphic Signature 25 08 Ciorporate Font 27 09 Unacceptable Usage (Doos and Don’ts) 33 10 Applications 11 Flagship Outlet UX Blueprint TONTON CAFE Brand Guidelines

01 1 Introduction TONTON CAFE Brand Guidelines

01 Introduction Using the Brand Identity Guidelines TONTON CAFE is a safe space where avid movie watchers and creative TONTON movie creators can come together to watch and dicuss up-and-coming CAFE films produceD by Asian film productions so that they can gain mainstream popularity. With most of our patreons being of the younger generation, we would like to reflect a youthful and outgoing energy through our name, brand identity and logo. We have developed the standard guidelines that are specified and must be followed in this document to ensure that there is consistency across all of the communication material that we use to show our brand identity. The brand guidelines should be adhered at all times and should only be implemented with a senior executive approval. This document should be able to guide everyone clearly on what creates the TONTON CAFE brand identity. TONTON CAFE 2 Brand Guidelines

02 3 Rationale TONTON CAFE Brand Guidelines

02 Rationale Tonton Cafe’s Rationale The name TONTON CAFE is insipred by ‘watch’, as in ‘to watch’, in malay as TONTON CAFE aspires embrace the Asian and South East Asian Film Industry. ‘Tonton’ also represents one of the activities that the patreons can do in the cafe and that is watching a film. TONTON TONTON CAFE is presented by its mascot, a friendly robot with a TV as a head named Tom. Tom represents most of our experiences with television, a comforting piece of item that cheers us up when we are down, so much so that some of us might consider the TV as our best friend. The beret that Tom is wearing symbolysizes the creative and artistic nature of TONTON CAFE, while also representing the cafe’s target audience who are also creative and artistic. The two Ts make up Tom’s eyes and are also known as the crying emoji in Asian culture. This embraces the Asian and Southeast Asian culture that TONTON CAFE strives to represent in the film industry. The heart in the middle of Tom adopts a humanistic feature to illustrate TONTON CAFE’s emphasis on the acceptance and diversity of film ideas from everyone, especially the asian film industry. The colours, blue, pink and beige, bring out the youthful and playful feel of TONTON CAFE where creatives can experiement with different ideas with no judgement. This can also be seen through the rounded and overlaped wordmark. CAFE The rounded wordmark is also chosen to symbolise comfort and assuarance as our customers will always feel safe in TONTON CAFE. TONTON CAFE 4 Brand Guidelines

03 Corporate Signatures TONTON CAFE 5 Brand Guidelines

03 Corporate Signature Tonton Cafe’s Corporate Signature TONTON CAFE’s corporate signature can be represented in two ways, horizontal and vertical. These elements must always remain the same position and size throughout all brand applications. Vertical Horizontal TONTON TONTON CAFE CAFE TONTON CAFE 6 Brand Guidelines

04 7 Colours TONTON CAFE Brand Guidelines

04 Colours Tonton Cafe’s Colours TONTON CAFE logo comprimises of five colours. The Pantone colour are the master colours to which other colour specifications are matched. CMYK colours are for 4-colour process printing and the greyscale values are for monochrome printing. RGB values are used for screen use. Pantone CMYK Greyscale RGB Hex PANTONE P 34-2 C C0 M25 Y33 K0 K18 R252 G199 B67 #FCC747 PANTONE P 29-16 C C0 M62 Y97 K60 #7C3D00 PANTONE P 109-12 C C50 M18 Y0 K6 K100 R124 G61 B0 #73A8D4 PANTONE P 59-5 C C0 M70 Y41 K0 #F27178 PANTONE P 70-15 C C0 M89 Y29 K48 K32 R115 G168 B212 #901F46 K46 R242 G113 B120 K100 R144 G31 B70 TONTON CAFE 8 Brand Guidelines

04 Colours Tonton Cafe’s Colours Black & White Reverse White Greyscales TONTON TONTON TONTON CAFE CAFE CAFE TONTON CAFE 9 Brand Guidelines

05 10 Minimum Size TONTON CAFE Brand Guidelines

05 Minimum Size Tonton Cafe’s Minimum Size Screen 70px 150px To ensure the legibility and impact, the TONTON TONTON TONTON CAFE logo should never be CAFE CAFE produced smaller than 70px for vertical corporate signature and 150px for 47mm horizontal corporate signature on any screen communication. TONTON CAFE Print 20mm To ensure the legibility and impact, the TONTON TONTON CAFE logo should never be CAFE produced smaller than 20mm for vertical corporate signature and 47mm for horizontal corporate signature on any print communication. TONTON CAFE 11 Brand Guidelines

06 12 Placement TONTON CAFE Brand Guidelines

06 Placement Tonton Cafe’s Placement The Exclusion Zone ensures the legibility and impact of the Logo by isolating it from competing visual elements such as text and supporting graphics. This zone should be considered as the absolute minimum safe distance, in most cases the Logo should be given more room to breath. The exclusion zone of the bottom of the logo is equal to the heart in the middle of the robot. XX X X X TONTON TONTON X CAFE CAFE X XX X X X TONTON CAFE 13 Brand Guidelines

07 14 Graphic Signatures TONTON CAFE Brand Guidelines

07 Graphic Signatures Icon Tonton Cafe’s Graphic Signatures Logo TONTON CAFE’s graphic signatures TO NTON consists of the cafe’s mascot which CAFE is a robot with a TV as a head, wearing Mascot Variations a beret with two Ts. This Logo should be applied across all brand applications. The Logo can also be separated and icon can be used by itself throughout the brand application. The mascot can be represented in different variations, standing up and squating, watching a TV. These two variations can be used throughout the brand’s application. TONTON CAFE 15 Brand Guidelines

07 Graphic Signatures Tonton Cafe’s Brand Stationaries Envelope Tell stories your TO NTON 257 Beach Rd, Singapore 199539 CAFE Phone (65) 6554 4555 Fax (65) 12345678 www.tontoncafe.com.sg [email protected] Front Back The front of the envolope is the brand signature with the brand tagline with the brand logo being at the bottom left. The back if the envelope is the brand signature set to 50% opacity. The size is 11 x 22cm. The texture of the paper is colourplan paper, 150 gsm. The body text is 7pt. TONTON CAFE 21 Brand Guidelines

07 Graphic Signatures Tonton Cafe’s Graphic Signatures Custom Mascot Thai Movie Mascot Korean Movie Mascot TONTON CAFE’s Logo can also be TO NTON TO NTON customised to fit the language and CAFE CAFE theme of the movie that will be premiering in the cafe that week. The sceen of the Malay Movie Mascot Chinese Movie Mascot TV will change to ‘Watch’ in the language of the movie that will premiering and the mascot will be wearing a traditional accesory related to the culture. These customed mascots can be used throughout the brand applications. TO NTON TO NTON CAFE CAFE TONTON CAFE 16 Brand Guidelines

07 Graphic Signature Tonton Cafe’s Brand Signature Brand Tagline Tell stories your TONTON CAFE’s tagline is ‘Tell stories your own way’. This tagline compliements the freedom and creative space that TONTON CAFE aims to provide to creative movie creators and independent film productions. The tagline encourages these creators to interpretate their ideas in their own unique way and to rebel against the streotypical movie concepts that are seen on western and mainstream media. The brand tagline can only be protrayed in with ‘Tell stories your’ in Poppins font and ‘OWN WAY’ in RockoUltraFLF-Bold in the manner shown. This tagline is applicable throughout all brand applications and is scalable to any size. TONTON CAFE 17 Brand Guidelines

07 Graphic Signatures Tonton Cafe’s Graphic Signatures Brand Graphics Brand Graphic 1 TONTON CAFE also has patterns that can be used throughout the brand applications. This pattern can be scaled infinitely to use at any size. Always reproduce the brand graphics from the original artwork. Do not amend to re-create the property. The graphic property can never be combined with graphics or photographic images. Brand Graphic 2 TONTON CAFE 18 Brand Guidelines

07 Graphic Signatures Tonton Cafe’s Brand Stationaries Name Card Tell stories your Afiqah Nazarudin Senior Barista TO NTON 257 Beach Rd, Singapore 199539 CAFE Phone (65) 6554 4555 Fax (65) 12345678 www.tontoncafe.com.sg [email protected] Front Back The front of the name card is the brand signature and the brand tagline. The logo is placed at the back of the name card on the left and the name and logo is on the right. The size is 9x5cm, the body text is 7pt. The material for the name card is watercolour letterpress paper, 450gsm with all the elements debossed TONTON CAFE 19 Brand Guidelines

07 Graphic Signatures Tonton Cafe’s Brand Stationaries Letterhead TO NTON 257 Beach Rd, Singapore 199539 CAFE Phone (65) 6554 4555 TONTON CAFE Fax (65) 12345678 www.tontoncafe.com.sg Brand Guidelines [email protected] Dear Mr/Ms, 31 December 2022 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad. Sincerly, Jane Doh The letter head consists of the logo at the top right with the cafe’s information. The brand signature is placed at the bottom and is set to 50% opacity. The size is 21cm x 29.7cm. The body text is 12cm. The material of the letterhead is colourplan paper 150gsm. 20

07 Graphic Signatures Tonton Cafe’s Brand Stationaries Mockup Mockup TONTON CAFE 22 Brand Guidelines

08 23 Corporate Font TONTON CAFE Brand Guidelines

08 Corporate Font Tonton Cafe’s Corporate Font Primary Typeface Secondary Typeface Having a proper typeface is essential AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn in connecting to our consumers. There OoPpQqUuRrSsTtUuVvWwXxYyZz OoPpQqUuRrSsTtUuVvWwXxYyZz are two typefaces, Poppins and Rocko 1234567890><!@#$%^&*();:”+ 1234567890><!$%^&*();:”+ that can be used interchangably throughout the brand applications. The Poppins Thin RockoFLF-Bold typefaces were chosen carefully to resonate the brand personality of AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn TONTON CAFE while providing a balance OoPpQqUuRrSsTtUuVvWwXxYyZz OoPpQqUuRrSsTtUuVvWwXxYyZz feel with the Logo. 1234567890><!@#$%^&*();:”+ 1234567890><!$%^&*();:”+ Poppins Regular RockoUltraFLF-Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqUuRrSsTtUuVvWwXxYyZz 1234567890><!@#$%^&*();:”+ Poppins Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqUuRrSsTtUuVvWwXxYyZz 1234567890><!@#$%^&*();:”+ Poppins Black TONTON CAFE 24 Brand Guidelines

09 Unacceptable Usage (Dos and Don’ts) TONTON CAFE 25 Brand Guidelines

09 Unacceptable Usage (Dos and Don’ts) Tonton Cafe’s Unacceptable Usage (Dos and Don’ts) 1. 2. 3. ON TONTON TONTON It is important that the appearance of the Lofo remains T TONCAFE CAFE CAFE consistent. The Logo should not be misprinted, modified or added to. No attempt should be made to alter the Logo 4. 5. 6. in any way shape or form. Its orientation, colour and composition should remain as indicated below. TONTON TO NTON TO NT ON CAFE CAFE CAFE 1. Do not chance the Logo’s orientation. 2. Do not distort or wrap the Logo. 7. 8. 9. 3. Do not add a dropshadow to the Logo. 4. Do not rearrange the Logo elements. TONTON 5. Do not change the typeface of the Logo. CAFE 6. Do not recreate the Logo. 7. Do not draw or manipulate your own Logo or symbol. 8. Do not change the colour or tone of the Logo. 9. Do not add a busy pattern or picture behind the Logo. TONTON TONTON CAFE CAFE TONTON CAFE 26 Brand Guidelines

10 27 Applications TONTON CAFE Brand Guidelines

10 Application 28 Tonton Cafe’s Paper Bags Paper Bags TONTON CAFE’s packaging are all made out of recycable materials as TONTON CAFE beliefs that it is important to be environmentally friendly. There are two takeaway paper bags available in TONTON CAFE. The bigger one consists of the brand logo with the tagline below it as well as the brand signature surrounding the logo. The exclusion zone is considered when placing the logo. The smaller one consists of the brand signature as well as the brand tagline filling up the space with the brand logo at the bottom. The minimum size is considered to gage the size of the logo. TONTON CAFE Brand Guidelines

10 Application Tonton Cafe’s Tote Bags Tote Bags To further engage with our patreons, we have done up some designs for tote bags surrounding TONTON CAFE’s theme. The bags can be purchased in the cafe and are designed for unisex use. The first and last tote bag has TONTON CAFE’s brand signature as the main visual with the logo at the bottom. The minimum size is being considered when gaging the size of the logo. The tote bag in the middle is similar to the big paper bag design. This is to create a consistency across all of TONTON CAFE’s brand applications. TONTON CAFE 29 Brand Guidelines

10 Application 30 Tonton Cafe’s Paper Cups Paper Cups The cups available in TONTON CAFE are all made out of recycable materials. These cups can be used to serve both hot and cold drinks to the customers. There are two designs available for the cups. The first one is the horizontal logo with the brand signature and tagline. The exclusion zone is considered when sizing the logo. The second design is similar to the third design of the brand’s tote bag to create a sense of consistency. TONTON CAFE Brand Guidelines

10 Application 31 Tonton Cafe’s Signage Signage TONTON CAFE’s signage should be in a circle as it compliments the shape of the logo. There is no need for a brand signature or the brand tagline on the signage. The exclusion zone is being considered when sizing the logo. TONTON CAFE Brand Guidelines

10 Application 32 Tonton Cafe’s Stickers Stickers TONTON CAFE’s stickers can be used to seal the paper bag packaging when customers order a takeaway. The stickers are also a way that TONTON CAFE engages with their customers. These stickers are not for sale. The front of the name card is the brand signature and the brand tagline. The logo is placed at the back of the name card on the left and the name and logo is on the right. The size is 9x5cm, the body text is 7pt. The material for the name card is watercolour letterpress paper, 450gsm with all the elements debossed. TONTON CAFE Brand Guidelines

11 33 Flagship Outlet UX Blueprint TONTON CAFE Brand Guidelines

11 Flagship Outlet UX Blueprint 34 Tonton Cafe’s Flagship Outlet Colours, Movie Screen & Space Following TONTON CAFE’s brand personality of being a reliable and creative brand, the cafe would consists of mid century furnitures similar to the brand colours, primarily pink and blue to give off a youthful and vibrant feel. The main attraction of TONTON CAFE would be a huge movie screen infront of the cashier which would showcase independent film productions, primary produced by Asian and Southeast Asian directors every single day. The huge space in TONTON CAFE would also allow the cafe to host major film events such as the Singapore International Film Festival, as well as providing a space for independent film companies to host a movie screening for their movie premiere. TONTON CAFE Brand Guidelines

11 Flagship Outlet UX Blueprint 35 Tonton Cafe’s Flagship Outlet Decorations and Seats To emphasise the wise and chill personality of TONTON CAFE, the cafe will be filled with green plants and huge wide windows surrounding the space which would sooth the customers and feel like they are transported to a garden like setting. This would make them feel a sense of freedom and our patreons are able to let their creativity flow. Furthermore, there are plenty of sitting options available for the customers to sit, ranging from sofas, to benches and even swings. This would give the customers the opportuninty to roam around freely and be as comfortable as they can be. TONTON CAFE Brand Guidelines

11 Flagship Outlet UX Blueprint 36 Tonton Cafe’s Flagship Outlet Cafe Exterior TONTON CAFE’s exterior will include dome shaped like doors and windows which compliments the look of the brand’s logo and typeface. The rounded corners will also give off a friendly and welcoming feel to everybody of all ages, race and gender. There will be outdoor sittings provided as well if the customers would like to sit outside. TONTON CAFE Brand Guidelines

TO NTON CAFE For further enquires, you may contact our marketing department at: [email protected] (65) 6554 4555