Howard Johnson

the brand standards

HOME: Massachusetts.

BIRTH: February 2nd 1897, Boston.

MY COMPANY: A restaurants and a travel alongthe high way to serve travelers.

NOTE: Follow this diary closely to understand the development of the Howard Johnson mark.

the personal diary of

NOTE: Follow this diary closely to understand the development of the Howard Johnson mark.

02

My Father’s Old Car Boston, 1907

THE DAIRY OF MR. JOHNSON 1970

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

“ In 1924 I entered the restaurant business to payoff my fathers debt”

The Mather School, Boston 1914


JANUARY 07

Those were the years when my mind raced and raced far and

beyond, not bound by any responsibility. I had many ideas

on how I would carve and polish my future, spending my life

giving people what they needed. But my father had a few plans

of his own for me and so after school I began to work in my father’s

cigar business. My father died and left me a business that was

in debt. I ran the cigar store until 1924 when I liquidated it, but

he could not erase the US$10,000 debt. I entered the restaurant

industry to pay off what remained after he sold the cigar venture.

In 1925, I bought a soda shop in the Wollaston neighborhood

of Quincy, Massachusetts. I enhanced the quality of the ice cream

by buying a recipe from a pushcart vendor for $300. It doubled

the butterfat of the product and used only natural flavorings. I used

hand-cranked makers in my basement and by 1928 was grossing

about $240,000 from ice cream sold in the store and nearby beaches.

My contribution to the restaurant industry was the idea of centralized

buying and a commissary system to prepare the menu items for

distribution to his restaurants. This really helped to insure a uniform

consistency and quality, as well as lower costs.

My business was at one time the largest commercial food supplier

in the United States. In 1999, I was inducted to the Hospitality

Industry Hall of Honor, which recognizes the world’s most successful

hospitality interests and most recognizable brands.

Pacing quickly through these years I had made enough for me to work

on my long awaited plan. My good friend who later became my

life’s companion, shared the same goal and we began our company

the journeyHOWARD JOHNSON

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

THE MATHER SCHOOL, BOSTON 1914 The First Sail Boat, 1954

“All I enjoyed was building my company

and sailing” Apart from my company I have completely

no interest or time for anything but just

building it. I think that building the business

was my only form of recreation. I never

played golf. I never played tennis. I never

did anything after I left school. I ate, slept,

and thought of nothing but the business. I

only enjoyed a 60 foot yacht, and collecting

old paintings.

THE DAIRY OF MR. JOHNSON 1970THE DAIRY OF MR. JOHNSON 1970

09

With the turn of every page,my life unfolds just a little

For you to know what I dearly care about.

You my little one.

mr. johnson

The Birth Of Jr. Johnson, 1939

So that someday soon

I could leave you everything.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY JANUARY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 13


02

THE MATHER SCHOOL, BOSTON 1914


07

OldCompany

History

Old Brand

Time Line

02

Turner Turnpike, 1953


1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

This mid-century toll gate before the

Howard Johnson restaurant

The First Sign In Quincy , 1929

07


02

The First Howard Johnson In 1929

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

This Howard Johnson's was the place to stop along

the stretch of the Turner Turnpike from OKC east to Tulsa.


02



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

THE INTERIOR

The interior of the Howard Johnson’s that once sat on Oklahoma’s Turner Turnpike.

“Try the fried clamsthey are the best”

02

The mission of the old company was to sever hungry travellers.

The restaurant along the highways’s also had a motor lodge

that would featured fried clams, baked beans, chicken pot pies,

frankfurters, ice cream, and soft drinks. There company wanted

to provide the comfort of home away from home and therefor the

following mark’s were deigned.

1930’sThe restaurant’s trademark Simple Simon and the

Pieman logo was created by artist John Alcott.

changing road

2006Howard Johnson hotels are now part of Wynd-

ham Worldwide, formerly a part of Cendant.

The mark was redesigned after it was sold out

in 2006.

Old Marks

“The mission was to provide the comfort

and convenience of home away from

home”

1970THE DAIRY OF MR. JOHNSON

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 25

1926

The company went through many rough storms from the early years

to what it is at present. Here is a chart from the 1926–2010 which

shows the progress and the where we hit the rock which determined

and encouraged the change.

speeding through time

1929

I op

ened

my

first

res

taur

ant

in Q

uinc

y,

Mas

sach

uset

ts.

1932

I w

as g

rant

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and

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econ

d H

owar

d Jo

hnso

n

rest

aura

nt, i

n O

rlea

ns, M

assa

chus

etts

.

1954

My

first

How

ard

John

son

mot

or

lodg

e w

as o

pene

d.

1961

The

com

pany

exp

ande

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s, 2

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f th

em c

ompa

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d an

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340

fran

chis

ed.

History


27JANUARY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

2010

1974

The

oil

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lted

in a

dec

reas

e in

auto

tra

vel w

hich

lead

to

the

failu

re o

f

my

com

pany

.

1975

Mar

ked

as t

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nd o

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ny.

1979

Fina

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as a

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2006

Aft

er b

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ased

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ide

2010

Will

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w b

egin

ning

.

02



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

New Brand

Audience

Visual Standards

Identity System

Extensions

Buildingthe Future


JANUARY 311 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

1. House

2. Texture

3. Animal/fish

4. Drink

5. Furniture

6. Person

7. Activity

8. Object

BRAND GRID

8

1 2

63

75

4

The old company was there to provide comfort of home away from

home to travellers. But this vision was shortcoming and failed to meet

the needs of the travellers. The competitors were providing the same

thing at a lower cost and faster service, which took most of the

customers. In the beginning Howard Johnson were able to pull the

market towards them but in later years it proved unfruitful.

The brand grid visually lets me show the flavor of the company with

the helps of picture.

the old image HOWARD JOHNSON

02



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

“To shift the idea of travel, to a fresh and

a convenient way to move within the country

and outside”

The new company will extend travelling

further by shifting the idea of travel and

fast food to a fresh,health and convenient

way to move within the country and

outside. Enjoying the place that you are

travelling to, requires you to explore not

only the tourist destinations but also the

place by foot or bike to actually have a

feel of where you are. Interact with people,

trying the local food and taking part in

the cultural practices.

1. House

2. Texture

3. Animal/fish

4. Drink

5. Furniture

6. Person

7. Activity

8. Object

BRAND GRID

A lot of thought went behind the rebuilding of the new company.

I decided to take a new direction and rebuild the core of my brand

to a fresh and convenient way to go from one place to another.

The initial idea was to rebuild the image of fast food and travel to

a fresh and healthy way to travel.

The new Howard Johnson is now providing more than just rest

spots. Its provides a fresh and convenient services at home and

while you are away from home.

The brand grid visually lets me show the new flavor of the company

with the helps of picture that represents my brand as the eight

things listed below.

the new flavor HOWARD JOHNSON

8

7

1 2

63

54

New Brand


JANUARY 351 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

travelersHoward Johnson has always tried to serve the needs of its travellers

and will continues to do so. The new Howard Johnson wants to

bring the excitement of exploring places while your at home, on the

journey and after you reach your destination. The new travellers

we serve are not only limited to cars but those who use various means

of transportation to get to places. The audience profiles help

me serve the American citizen better.

to grab something to eat. He likes a meat rich

diet, but the only problem form him is he

does not trust the place that will serve him

fresh meat and therefore would not stop

at fast food joints.

THE BIKER

Mode of Transportation: Motorcycle

He is a Event Manager by profession and

enjoys it because it takes him to many

different places. In his free time he loves

to travel and is part bikers club. He will

stops at convenience stores at gas stations

Audience


FEBRUARY 391 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

He enjoys camping and is out with his wife

and are on camps very often. They spend

most of their time outside. They are fit and

healthy and are always looking out for

different locations and out door sports to

travel around the area. They usually rent

bikes in the city to travel to clase by places.

THE CAMPER

Mode of Transportation: Bike

Josie is a retire house lady and has all the

time to travel. She grows her own fruits

and vegetables in her backyard. She has

to cary her own food so that she does not

have to settle for junk food when she is on

her trip. She usually buys all her groceries

from the farmers market.

THE HOUSE WIFE

Mode of Transportation: Van

Audience


FEBRUARY 411 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Lee is a manager in a fancy restaurant. He

takes the bus to work everyday. He tries

to eats at home because he usually he lands

up eating at his work place. He feels its

not so healthy because he has less control

over what goes in his food. He wishes there

was a place where you could choose the

ingredients so that is healthy and tasty like

home cooking.

THE MANAGER

Mode of Transportation: Bus

Jennifer is a biology student and she like

to skateboard to school rather than taking

the bus. Since she is away from home here

parents are worried about her eating habits

and want her to eat right. She enjoys

eat out and likes to try different cuisine.

THE COLLEGE STUDENT

Mode of Transportation: Skate Board

Audience


FEBRUARY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Zoe is in the 8th grader. She like to skate

and is on the school team. She wants to

get into sports as her career so her parents

are very careful of what she east to keep

her healthy and maintain her stamina. He

parents wish there were better places to

eat that would use fresh vegetable and fruits.

THE SCHOOL KID

Mode of Transportation: Skates

43

02


“ I knew I would have a small travel agency someday because of my passion for traveling ”


1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

02



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

02



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

The new century call for a mark that is fresh and spontaneous. A mark that effectively

communicates my personality. The new Howard Johnson is now my own signature

as MR. JOHNSON. The hat symbolizes my family legacy and tradition that is passed on

from generation to generation.

the new mark

The original name of my brand has shifted from Howard Johnson

to Mr. Johnson to bring my personality into the brand while it

develops and expands. The new identity will improve the image

of the brand by making it more fresh and convenient. The mark

should not be used without the symbol.

My mark can function in various media: electronic, print, on- screen

display. For most applications of my mark should be reproduced

without any alterations.

space and dimension

To make the mark have a good impact, it is required to have clear space

around the mark at all times. Allow additional clear space between

the signature and any other adjacent elements in the layout (type,

illustrations, photos, etc.)

The mark should not be intersected or intruded upon by any other

graphic object or edge. Nor should it be enclosed in any shape.

The symbols (hat) position should not be changed either under any

circumstance. This would completely change my identity. Make

sure you use the mark with respect and follow the guide line on how

to use it well and effectively.

Fig :1

Visual Standards


FEBRUARY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

x

x is the space between the logo type and the symbol

3 x 3 x

3 x 3 x

Small scale application of the logo

Smallest size0.4”1.6”

Fig :1

51

continuing the mark

It is important to keep the consistency of my mark and therefor various

lockup are created for each different business requirement. If in the

future you wish to expand it in a different direction then the secondary

name should be replaced with the appropriate type face only by a

qualified graphic designer. No marks will be created for special projects.

PREFERRED

ALTERNATIVE

TRAVEL AGENCY mrjohnson.com

There are two official formats for Mr. Johnson’s mark:

Visual Standards


FEBRUARY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

for the address format

The mark and address should appear at the end of all communication

pieces. On all print materials it should appear on the back cover. For

print purpose the mark must appear along with the extension line

for more clarity along with the address, telephone and the web address.

Y equals to the heightof the symbol.

10/10 Mr Eaves San OT 909 Hancock Street

Quincy, MA 02170.

www.johnson.com

[email protected]

T: 617–773–0299

M: 617–773–0299

y

y

CENTRALALIGNMENT

HOWARD JOHNSON

53

do’s

I would not want any alteration in my mark. Maintaining its visual

identity is an important factor and I would like to highlight them

through consistent in its presentation. They way the mark is presented

and displayed must be given very careful attention.

01. Leaving space around the logo at all times

02. The mark can only be reversed on to a 95% grey background. Use this to make the mark stand out.

Visual Standards


FEBRUARY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

and the don’ts

03. Do not place the mark on any other color, patterns or image.

01. Do not position of the hat symbol.

02. Do not add color to the mark or the symbol.

04. Do not reduce the opacity or add a drop shadow.

55

AaBbCcDd AaBbCc

The voice of the mark is important just as the logo type and the

symbol is. To ensure the voice doesn’t change it must be used

consistently along with other visual elements such as the symbol

and the logo type for print and web communication.

Mr, Eaves should be used for all the headers and sub headers.

Any large size text which needs to call for attention this typeface

should be used. The Italic style should be used for pull quotes.

This sans serif type family is available in three weights: The regular,

Bold and Heavy.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 (.,:;?!£$&@*)

HEADERS Quotes

Mr. EavesSAN SERIF

APPLICATION

using the typeface

Regular

BoldItalic

Bold Italic

Visual Standards


FEBRUARY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

This typeface should be used for the body copy since its easy and

comfortable to read.

APPLICATION


Body Copy

Apollo MTSERIF

AaBbCcDd AaBbCc RegularBold

57


HEADERS Quotes

Regular

BoldItalic

Bold Italic

the color palette

The new mark for my company moves away form all the colors used

before and goes to a deep grey for the mark and the logo type along

with two other supporting colors.

CMYK 0 0 0 95

RGB 13 13 13

Solid Uncoated 433 U

Solid Coated Pro Black C

Solid Matte 426 M

PRIMARY COLOR

Visual Standards


FEBRUARY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

CMYK 0 25 80 0

RGB 254 195 79


Solid Coated 123 C

Solid Matte 122 M

CMYK 10 45 100 70

RGB 98 63 0


Solid Coated 463 C

Solid Matte 469 M

SECONDARY COLOR

59

business cards

Business Identity


envelope


611 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 FEBRUARY

business cards

howard johnson

909 Hancock StreetQuincy, MA 02170.

[email protected]

T: 617–773–0299M: 617–773–0299

3602, Springer Court,

Walnut Creek, CA 94598.

December 15, 2010

Your Sincerely

Directing Manager of

MR.JOHNSON

Mr. Sam Matthew’s

1136 Saranap Avenue

Santa Rosa, CA 707-8237

Dear Mr Sam.

This letter is to inform you regarding your travel itinerate that was sent your mailing address. We hope you have

received it and your flight tickets and hotel reservation is done as per your request. They will be sent you within the next week.

DESTINATION SELECTED

HawaiiFlight No. 23438UA United Airlines 2 week reservation.

Costa RicaFlight No. 9345UA United Airlines3 week reservation.

If at any time you feel the need to change the destination do contact as us soon as possible. As you are the valued customer will

would not charge you any cancelation fee.

Thank you


howard johnson 909 Hancock StreetQuincy, MA 02170.

howard johnson


[email protected]

T: 617–773–0299M: 617–773–0299

identity system Its is important to maintain a visual voice while communicating with

people out the company. For this we have developed a business

identity system. All print communication must follow all these principles.

631 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 FEBRUARY

mr. johnson

Travel Agency

Travel Guide Stores

City tours

Bike Rental / Go Cars

Gas Station

Travel phone

Camp Site

Cruise

Sport Activities

Sailing

Collecting Paintings

business long distnace leisure

hobbies

Away From Home On The Road

Extensions


MARCH 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

* The extensions that are italicized are shown visually

old howard johnson

We have broaden our reach to cover more ground so that we not

only serve you while you are travelling but even at home and

after you have reached your destination. Where every you go our

service will be there to provide you the convenience you need.

broadening the horizon

65

A lot of people travel from one place to the other, whether is business

or leisure. We offer the service you need when planning your trip

and even after you arrive at your destination.

We provided you with easy flexibility to view your travel schedule

and change any location as and when you like with the help of the

light traveler application that you can access through your iphones

or android. You can get maps, routs, tourist locations and the detail

like when open hours, special events, other similar points of interest

and much more.

01. travel agency

Extensions


1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31MARCH


65


MARCH 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

“ We cover the globe and provide services in all countries”

Travel books Office

69

Light Traveler

Icon for a iphone application

© 2010

Designed and developed by Mutual Mobile

Date: 29th November 2010

If there are any changes in the future contact them regarding the

any changes in our service that needs to be updated. There contact

number is 1–800–208–3563 and the website is mutualmobile.com.

Extensions


MARCH 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Light Traveler

© 2010

iphone / android application

71

02

Extensions


1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31MARCH

Traveling the country side in the little carriage. Stop along all the

places to try the local foods and take part in the local activities

that are popular in the region. The tours come with a complete guide

and a planned out route. There are three routes that one can choose

from depending on the duration and the activities.

There are over night trip packages that let you experience the country

life. Staying in a small cottage and have morning ginger tea in the

farm land and admiring the sunset.

02. country tour

Extensions


MARCH 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

The one day city tour take you to all the location and the tourist spots

in the city. Getting off at the stop you like along the planned route

and hopping on to the bus after you have explored that spot and are

ready to go to the next.

The bus covers point of interest location like, museums, shopping

location, restaurants and others depending on the city you pick.

This tour quickly lets you explore the place if you only have a day

or two to spear.

03. city tour

75

Camping is sport enjoyed by all. Experiencing the outdoors at its

best is what we want to provide. The camp sites are set at the best

of location form where you can enjoy a breath taking view of your

surrounding. The camp cottages are fully equipped with all the

gear you would need to hike like tents incase one wants to camp into

the forest. Parking, BBQ place, A telescope and a kayak if located

close to a lake.

04. camping site

70

Extensions


1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31MARCH

1970

02



MARCH

The best way to explore a place is on foot or bike along. We have

self rental kiosks that let you rent the bike for a entire day. You

return the bike back to any of the kiosk locations.

05. bike rental kiosk

79


MARCH 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

120 minutesL o n g D i s t a n c e C a l l i n g

We ventured into proving long distance calling cards that let you

keep in touch with your family or make when you need to make

frequent call to your company when your travelling. The card also

come with a hand set that you use than throw away.

We also provide road assistance by having phone booths and wifi

at gas stations and at rest stops.

06. travel phones

3 c a min

81

02



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

“We serve you when you are away

from home”

02



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

I would likeyou to meetmy Mrs.

02


“We were married on the 23rd of June 1932”


1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

“ My good friend later became my life’s companion we began our company together”

Introduction


MARCH 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

We were family friends and we went to the same high school

in Boston. We first met during my mom and dad’s wedding

anniversary. They had invited all their close friends and her

family was invited too. Her family was Scottish and they moved

to the united states after her dad closed his business. She

was the most beautiful girl I had ever meet and although the

party was enjoyable. Only her memory of that day, is what

I have completely intact.

After that day we meet more regular and few year after we

got married. From then on we both took part in our business.

the companion HOWARD JOHNSON

89

1. House

2. Texture

3. Animal/fish

4. Drink

5. Furniture

6. Person

7. Activity

8. Object

BRAND GRID

The brand grid visually lets me show the company run by my

Mrs. Johnson—with the helps of picture that represents my brand

as the eight things listed below.

the new style HOWARD JOHNSON

8

7

1 2

63

5 4

New Brand


MARCH 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 91

02



031 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30APRIL

Mrs. Johnson was founded by my wife, to expand my business but keeping it more

close and excisable for families at home. The logo type is my Mrs. signature and

to keep the unity and the connection between the two brands a lady’s hat is used

as the symbol so that it pairs nicely with mine.

02


donna johnson

909 Babcom StreetQuincy, MA 02670.

[email protected]

T: 617–876–0099M: 617–865–0876

3602, Springer Court,

Walnut Creek, CA 94598.

December 15, 2010

Your Sincerely

Directing Manager of

MRS.JOHNSON

Mr. Sam Matthew’s

1136 Saranap Avenue

Santa Rosa, CA 707-8237

Dear Mr Sam.

This letter is to inform you regarding your travel itinerate that was sent your mailing address. We hope you have

received it and your flight tickets and hotel reservation is done as per your request. They will be sent you within the next week.

DESTINATION SELECTED

HawaiiFlight No. 23438UA United Airlines 2 week reservation.

Costa RicaFlight No. 9345UA United Airlines3 week reservation.

If at any time you feel the need to change the destination do contact as us soon as possible. As you are the valued customer will

would not charge you any cancelation fee.

Thank you


donna johnson 909 Hancock StreetQuincy, MA 02170.

donna johnson

909 Babcom StreetQuincy, MA 02670.

[email protected]

T: 617–876–0099M: 617–865–0876

identity system

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Its is important to maintain a visual voice while communicating

with people out the company. For this we have developed a

business identity system. All print communication must follow all

these principles.

APRIL 95

space and dimension

To make the mark have a good impact, it is required to have clear

space all around the mark at all times. Allow additional clear

space between the signature and any other adjacent elements

in the layout (type, illustrations, photos, etc.)

The Mrs. johnson’s mark should not be intersected or intruded

upon by any other graphic object or edge. Nor should it be

enclosed in any shape.

The symbols (hat) position should not be changed either under

any circumstance. This would completely change my identity.

Make sure you use the mark with respect and follow the guide

line on how to use it well and effectively.

follow all the rules for both the brands

Fig :1

Visual Standards


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x

x is the space between the logo type and the symbol.

3 x

3 x 3 x

3 x

Small scale Application of the logo

Smallest size0.4”1.6”

Fig :1

97

continuing the mark

It is important to keep the consistency of my mark and therefor

various lockup are created for each different business requirement.

If in the future you wish to expand it in a different direction then

the secondary name should be replaced with the appropriate type

face only by a qualified graphic designer. No marks will be created

for special projects.

PREFERRED

ALTERNATIVE

ORGANIC KITCHEN www.mrjohnson.com

There are two official formats for Mr. Johnson’s mark:

Visual Standards


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for the address format The mark and address should appear at the end of all communication

pieces. On all print materials it should appear on the back cover.

For print purpose the mark must appear along with the extension

line for more clarity along with the address, telephone and the

web address.

Y equals to the heightof the symbol.

10/10

Mr Eaves San OT 909 Hancock Street

Quincy, MA 02170.

www.johnson.com

[email protected]

T: 617–773–0299

M: 617–773–0299

y

y

CENTRALALIGNMENT

ORGANIC KITCHEN

99

do’s

I would not tolerate any alteration or changes in the Mrs. Johnson’s

mark. Maintaining its visual identity is an important factor and I

would like to highlight them through consistent in its presentation.

They way the mark is presented and displayed must be given very

careful attention.

01. Leaving space around the logo at all times

02. The mark can only be reversed on to a 95% grey background. Use this to make the mark stand out.

Visual Standards


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and the don’ts

03. Do not place the mark on any other color, patterns or image.

01. Do not position of the hat symbol.

02. Do not add color to the mark or the symbol.

04. Do not reduce the opacity or add a drop shadow.

101

The voice of the mark is important just as the logo type and

the symbol is. To ensure the voice doesn’t change it must

be used consistently along with other visual elements such as the

symbol and the logo type for print and web communication.

Mrs, Eaves should be used for all the headers and sub headers.

Any large size text which is needs to call for attention, then

this typeface should be used. The Italic style should be used

for pull quotes. This sans serif type family is available in two

weights: The regular and Bold


HEADERS Quotes

Mr. EavesSAN SERIF

APPLICATION

using the typeface

AaBbCc AaBbCcRegularBoldItalic

Visual Standards


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This typeface should be used for the body copy since its easy

and comfortable to read.

APPLICATION


Body Copy

MetaSERIF

Regular

103


HEADERS Quotes

AaBbCc AaBbCc

the color palette

The new mark for my company moves away form all the colors

used before and goes to a deep grey for the mark and the logo

type along with two other supporting colors.

primary color

CMYK 0 0 0 95

RGB 13 13 13


Solid Coated Pro Black C

Solid Matte 426 M

Visual Standards


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secondary color

CMYK 10 45 100 70

RGB 98 63 0


Solid Coated 463 C

Solid Matte 469 M

CMYK 0 50 45 0

RGB 246 151 128


Solid Coated 1981 C

Solid Matte 187 M

105

On The Road

mrs. johnsonmr. &Home

Bed& breakfast

24 Hr Packed Food

Convenience Store

short distance

Organic Kitchen

yoga center

Cafe

Travel light clothing

Herbal body oil

Cooking Show

Knitting

Reading

entertainment

personal care

interests

Travel Agent

Travel Guide Stores

City tours

Bike Rental / Go Cars

Gas Station

Travel phone

Camp Site

Cruise

Sport Activities

business long distnace leisure

hobbies

Away From Home

Sailing

Collecting Paintings

Extensions


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* The extensions that are in Bold are shown visually

Mrs. Johnson cover and explores ways to provide service to the

busy city dwellers and offer fresh and convenient ways to live

health. Keeping this in mid we came up with direction on how

to expand our business in different direction but still keeping

it cohesive under same brand mission .

broadening the horizon

107

While you are on your journey, and you need a comfortable place

to rest. The Mrs. Johnson B&B provides the comfort of home

no matter where you go. We collaborate with family’s that are

located along the main highways and in cities that can provide

a few rooms in their houses to travellers. At all these locations

there are maps and brochures of local attractions and activities.

01. bed and breakfast

Extensions


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031 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30APRIL

Extensions


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The convenience stores are located in all the major cities with

easy access to the public transportation. We serve fresh food

and beverages that should be consumed with 48hr of purchase.

We offer meals, juices, protein shakes dry fruits and nuts and

they all are fresh from the farm therefor it has a short shelf life.

02. convenience store

113

How often do get to see what goes in the making of your

meal. We let you pick your own veggies and herbs from

our back yard to give you what you need. We grow our own

fruits and veggies. You can pick or have us pick them for

you. You can also purchase them from at our farmer store

outside the restaurant. We also include a recipe book for tasty

meals that are quick and really bring out the flavor of the

vegetables. So you can enjoy the same flavor even at home.

03. organic kitchen

Extensions


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The Mrs. Johnson Cooking show will make to go into your kitchen

and prepare tasty healthy meals instantly that you and your

family will enjoy. She bring recipes form all over the world and

shows you how easy it is to make fresh food everyday.

04. the cooking show

The title for the cooking show

Extensions


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The Cooking Show

Extensions


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02



031 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30APRIL

“We serve you when you are at home”

02



031 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30APRIL

Extensions

Home page


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The wedsite lets you look at all the services we provide. You can make

or cancel reservation. Looks at destinations to travel. Download

updates for the Light Traveler application or just visit, to know more

information about us.

The website has two parts. When you click on Mr. Johnson it takes

you to his company and the same goes for Mrs. Johnson. The website

gives a detailed explanation into the company and the kinds services

they provide

www.mrjohnson.com

web presence

125


[email protected]

T: 617–773–0299M: 617–773–0299

Copyright © 2010 Mr. Johnson. All rights reserved

history travel holidays reservation deals

home

history travel holidays reservation deals

Winter Holidays 2010

Summer Holidays 2010

Quick Last Minute Trips

Extensions

Website: Mr. Johnson Page

The Navigation Bar


history organic kitchen b&b reservation deals

history organic kitchen b&b reservation deals

San Francisco Atlanta

Reservation

Menu

Location

Enjoy your meal with a magnificent view of theGolden Gate Bridge

Relax and refresh under our Waterfall entrance

Dine where it all began in theheart of Boston

Boston

Website: Mrs. Johnson Page

127

The Navigation Bar

home

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02



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31JANUARY 07

Howard Johnson

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