Brand Guideline

DanXiAuthentic Chinese Herbal Tea

ContentsProposition

Rules

Examples

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11-16

17-19

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Proposition

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DanXiAuthentic Chinese Herbal Tea

We believe in preserving heritage and traditional practices while also introducing it to others.

We believe in relaxing, slowing down and taking care of our bodies.

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Improve Health and Well Being

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Unity with Nature

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Respect for Tradition

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Inner Harmony

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Healthy

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Enjoying Life

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Rules

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The logo is separated into 3 different elements, the name, the slogan and the Chinese word. The name and the word can be used separately but has to in this colour. The full logo is only need in the store front or any counter space. The products and utensils can have either or both.

Logo DanXiAuthentic Chinese Herbal Tea

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廿四味

夏枯草

雞骨草

五花茶

羅漢果

銀菊露

火麻仁

咸金桔

酸梅湯

竹蔗茅根

甘蔗蘆薈

DFPYanKaiW5Typefaces

LeadingThe Chinese names of the products must be used at all times. It has to be vertical, read from the top. The typeface YanKaiW5 and must be in this colour, in 100% or 50% tint. There is no size restriction but the leading must always be 10 points higher than the font size. The corresponding English name can be found in the menu, or will be provided by the company.

10 point difference from the font size

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VollkornSource Sans Pro

TypefacesWe only use two typefaces. The main typeface for the store name and other general titles is Vollkorn. The secondary typeface for contents is Source Sans Pro.

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RegularSemibold

Weight

LightSemibold

There are two weights for each typeface. Vollkorn Regular is for the store name and slogan, while Vollkorn Semibold is for the drinks’ name. Source Sans Pro Light is for contents while Semibold is for the titles within the content.

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The placement of the logo is always on the right. When the Chinese word is used, there will always be some part of it that is off the page. It does not matter how much, as long as the logo is still recognizable.

PlacementDanXi

DanXi

Authentic Chinese Herbal Tea


DanXi

DanXi



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ColourMain colour is the colour of the logo, the CMYK values are provided on the right. There are only two background colours. The first one is a solid black that can be used for cover pages or packaging. Try to avoid putting a huge amount of white text on black background. If there is a need to a lot of content, use the second background colour, which is an off-white colour. Use Snow White canford paper from Daler-Rowney as the standard.

C: 11M: 36Y: 71K: 0

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Examples

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廿四味Twenty-four Flavours

500 ml

Ingredients: Chrysanthemum, Arhat Fruit, Cleistocalyx Operculatus Flower, Microcos, Christina Loosestrife Herb, Abrus Precatorius Vine, Herba Abri, Chinese Liquorice, Sugar, Water

Produce and bottled in UK by DanXi, Ltd.www.danxi.com

Bottle and Cap - PlasticWidely RecycledLabel - PlasticNot Currently Recycled

DanXi

Brand Guideline

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