Brand Resources
One stop shop to download logos, photos, fonts, and more. Need anything that's not here? Write to hello@become.team
Brand Logo Concept Note:
Where the sum is much greater than the parts
When it comes to 4 ounces, each ingredient, each ingredient, each recipe, each meal, each individual are part of a larger narrative: a story of exploration, connection, and creation. Every piece, no matter how small adds to the beauty of the whole.
We are committed to crafting a dining experience where every visit feels like a new discovery, yet familiar enough to be comforting. A loop. Our cafe is a place where guests become a part of a larger community that values exploring diverse array of flavors in food, thoughts and life. This openness fuels our creativity, pushing us to experiment and innovate, allowing for us to create more and more memorable culinary experience.
We are committed to crafting a dining experience where every visit feels like a new discovery, yet familiar enough to be comforting. A loop. Our cafe is a place where guests become a part of a larger community that values exploring diverse array of flavors in food, thoughts and life. This openness fuels our creativity, pushing us to experiment and innovate, allowing for us to create more and more memorable culinary experience.
Primary Logotype
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Logo Variations
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Guidelines
Our design system helps us work together to build a great experience for all employees.
Typography
Our design system helps us work together to build a great experience for all of your communication touchpoints. Setting a global typography for the brand helps in scalability and consistency.
Brand Fonts
1. Richmond Display
Richmond Display is a serif typeface that exudes a sense of modernity and sophistication. It's characterised by clean lines offering a balance between elegance and readability. Richmond Display is used in newspapers due its timeless aesthetic.
2. Richmond Text
The Richmond Text typeface is a serif typeface with a classic and elegant appearance. The serifs are often bracketed, meaning they curve gently from the main stroke of each letter. Richmond Text exudes a timeless sophistication and readability that makes it a popular choice for versatile settings.
3. Avenir Next
Avenir Next is a sans-serif typeface that's often lauded for its clean, modern appearance. While it maintains a neutral appearance, Avenir Next incorporates subtle humanist touches, such as slightly angled terminals and nuanced strokes, giving it a touch of warmth and personality.
Size Guideline
Become provides a constrained set of typographic styles. These styles map as much as possible to functional roles so you know when each can be used. Don’t use units for line-heights. Keep it unitless
H1 / 64PX / 1.3 EM
H2 / 48PX / 1.3 EM
H3 / 38PX / 1.3 EM
H4 / 30PX / 1.3 EM
Subheading and Paragraph Text Styles
P1/ 30PX / 1.8 EM
P2/ 24PX / 1.5 EM
P3/ 18PX / 1.125 EM
P4/ 16PX / 1 EM
Application
Color
There's nothing better than using a global color scheme across the brand. The color scheme leverage brand recognition and marks our vibrant presence.
Primary Colors
Our primary color palette consists of two hues. Cinnamon Satin and Amaranth Pink, are two of the brand’s iconic primary colours factoring 75% in terms of application.
Cinnamon Satin
HEX: #D25F80
RGB: 210, 95, 128
Pantone : P 68-14 C
HEX: #D25F80
RGB: 210, 95, 128
Pantone : P 68-14 C
Amaranth Pink
HEX: #EA9DB3
RGB: 234, 157, 179
Pantone : P 71-4 C
HEX: #EA9DB3
RGB: 234, 157, 179
Pantone : P 71-4 C
Secondary Colors
The secondary palette consist of two foundational colors representing dark and lite that accomodates and goes along with the primary colors
Caput Mortuum
HEX: #5A3027
RGB: 90, 48, 39
Pantone: P 43-16 C
HEX: #5A3027
RGB: 90, 48, 39
Pantone: P 43-16 C
Cultured
HEX: #F7F7F7
RGB: 247, 247, 247
Pantone : P 179-1 C
HEX: #F7F7F7
RGB: 247, 247, 247
Pantone : P 179-1 C
Logo Usage
There's nothing better than using a global color scheme across the brand. The color scheme leverage brand recognition and marks our vibrant presence.
Exclusion Zone
When placing the formal logo, be sure that other text and graphic elements do not encroach on it. When visual elements are placed too close to the logo, it can lead to a congested unpleasant appeal and also might create confusion. In order to let the logo breathe, it should be surrounded with clear space to ensure its visibility and impact.
The size of the “O” in 4 ounces should be respected as the minimum distance from all sides of the logos as well as in the logo variations, to any other objects or margins in the composition.
The size of the “O” in 4 ounces should be respected as the minimum distance from all sides of the logos as well as in the logo variations, to any other objects or margins in the composition.
Proper Application of Logo: DOs
Always use the 4 Ounces light logo on dark Imagery/ darker parts of the Imagery to maintain the contrast level
Always use the 4 Ounces Dark logo on light imagery/ lighter parts of the Imagery to maintain the contrast level
Always use the correct logo + background pairing to maintain the contrast level.
Always maintain a minimum area of the exclusion zone around the logo to maintain design hygiene and legibility.
Logo Misuse: DON’Ts
Some of the examples of most likely misuses of identity are shown below. It’s imperative that the brand identity is consistent across all touchpoints at all times. To avoid these, always use the provided identity from here without any modification.
Do not keep a low contrast between the image and the color of the logo.
Do not stretch, squeeze, rotate or distort any part of the logo. Always scale uniformly.
Do not change the typeface within the wordmark.
Do not change the colors of the logo randomly
Do not add any effects to the logo.
Text Usage: DOs
Always follow the right pairing of fonts and sizes, to be mindful of legibility
Use only light coloured backgrounds for applications that are text heavy
Text Usage: DON’Ts
Do not overlap text with the exclusion zone of logos/monograms. Do not use darker backgrounds with text heavy applications.
Prioritize colour contrast of the text based on the importance it has on the application. Do not use too many text colours on the same application.