4th Mais To Go Rebranding 2017

MAIS TO GO
Brand Identity & Corporate Style Guide
2nd Release - July 2018

CONTENTS MAIS TO GO | Brand Identity & Corporate Style Guide
2nd Release - June 2018
Contents:
REBRANDING INTRODUCTION: Presence of Humanity 51 Communication Materials:
What is the brand? 5 Location and Composition 51 Packaging 88
What is branding? 9 Casting 52 Packaging Material 89
Examples rebranding 28 Food / Beverage Moments 53 Packaging Design Elements 90
Production Moments 54 Packaging Layout Specifications 92
MAIS BRAND IDENTITY: Photography Improper Use 55 Boxes 93
Introduction 29 Bages 95
Our Story 29 Typeface & Copy: 56 Labelling 96
Our Beliefs & Values 30 Typographic Details 58 Packaging Improper Use 97
Vision & Mission 32 Typeface Usage How 59 The Menu 100
Brand Characteristics 35 Measuring Type 60 Vehicles 103
Tone of voice 35 Type Guide 61 Advertising 105
Typography Improper Use 63 Offer Advertising 108
VISUAL IDENTITY MANUAL: Brand advertising 113
The Logo: 38 Texture & Background: 65 Social media 115
Logo Specifications 39 Texture Overview 66 Social media in brand advertising 118
Logo Variations 40 Texture Principles 67 Social media in Offer advertising 121
Safe Zone for the Logo 41 Texture Examples 69 Website 125
Logo Color Variations 42 Texture Improper Use 70
Improper Use of the Logo 42
USAGE APPLICATIONS:
Colour: 43 Corporate Materials: 74
Colour Specifications 44 Business Card 76
Colour Palette / Inspiration 45 Letterhead 77
Colour Usage Examples 46 Envelope 77
Folders 78
Photography: 48 Email Signature 79
Photography Overview 49 Internal PowerPoint Template 80
Photography Principles 49 Name Badge 82
Signature Look 50 Internal Materials 83
REBRANDING INTRODUCTION: MAIS TO GO | Brand Identity & Corporate Style Guide
What is the brand? 2nd Release - June 2018
Let’s start by Recognise some Facts

A brand is not a logo.
it’s not an identity.
?
it’s not a Product.
so what is the
BRAND
IT’S NOT WHAT YOU SAY IT IS.
IT’S WHAT THEY

SAY IT IS.
Without the brand, Coke’s glass would be

HALF EMPTY
Coke’s Market Cap, Not Including Brand Value:
$50 Billion
“ A brand is a person’s gut feeling about
”
Coke’s Market Cap, Including Brand Value: a product, service, or organization
Marty Neumeier .
$120 Billion
The main purpose of branding is to get

MORE PEOPLE to buy MORE STUFF
for MORE YEARS at a HIGHER PRICE.
It’s a process used to build awareness and extend customer loyalty.

It’s about seizing every opportunity to express why people should choose one brand over another.
A desire to lead, outpace the competition and give employees the best tools to reach customers. these
are the reasons why companies leverage branding
why Rebrand? 2nd Release - June 2018
WHY
REBRAND ?
why Rebrand? 2nd Release - June 2018
YOU NEED TO REPOSITION

If your goals, products, services, or
competitive positioning have changed.
rebranding sends a clear message.
YOUR MARKET YOU ARE FIGHTING
POSITION HAS ERODED BRAND CONFUSION
Target markets shift. so check your If people don't recall your brand name. or
assumptions with research and recalibrate confuse you with someone else, you are losing
your brand. money and influence.
YOUR EMPLOYEES DON'T GET IT REASON YOU DON'T OWN THE TRADEMARK
Ask your team, "What does our business stand
for?" Blank looks may suggest it's time to TO If you don't own your name, it can be very
costly if it's taken from you or challenged
REBRAND
rebrand. down the line.
YOUR BRAND HAS A BAD YOUR BRAND IS OUTDATED

REPUTATION What worked in the 80s is probably not
If you can't overcome negative perceptions, sophisticated enough for today. Engage in
it may be time to rebrand. Change your research to determine your brand's relevancy.
business practices too or you'll be back where
you began.
YOUR BRAND
PROMISE IS CONFUSING
Think of 24-hours cleaners that take 48 hours.
The disappointment is immediate. Change the
branding or change the service.
Rebranding Examples 2nd Release - June 2018
REBRANDING
EXAMPLES
Rebranding Examples 2nd Release - June 2018
MCDONALD
1940 1948 1953 1960 1962 1968 1975 1992 2000 2003 2006
STARBUCKS
1971 1987 1992 2011
KFC 1952 1978 1991 1997 2006 2011
COCACOLA
1886 1900 1920 1940 1950 1960 1987 2000 2009
PEPSI
1898 1909 1936 1945 1951 1953 1962 1965 1971 1991 1996 2003 2006 2009
Mais To Go Rebranding 2nd Release - June 2018
MAIS TO GO
BRANDING
1953 1975 1990 2005 2016

? 2018
MAIS TO GO
REBRANDING
MAIS TO GO / Brand Identity & Corporate Style Guide
VISUAL IDENTITY MANUAL MAIS TO GO | Brand Identity & Corporate Style Guide
The Logo 2nd Release - June 2018
Reduce the sharpen edge to

avoid the aggressive feel and
give more of casual look
x
Serif Font
( x / y = phi ) Reliable, Respectable
Dependable, Reputable
Golden ratio between the icon
Conventional, Neutral
and the Wordmark
y x
( x / y = phi )
Golden ratio between the logo
thickness and lettering gap
Option No.1
English version Arabic version

Option No.1- Reverse

Option No.2

Option No.2- Reverse

MAIS TO GO
Brand Identity
Before we delve into the specific design manual, let’s
explore our brand a little bit further in order to have a
better understanding of what is Mais To Go

BRAND IDENTITY MAIS TO GO | Brand Identity & Corporate Style Guide
Introduction 2nd Release - June 2018
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis
voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat. Praesent dapibus. Nulla quis diam.
Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Cras elementum. In enim a arcu
imperdiet malesuada. In laoreet, magna id viverra tincidunt, sem odio bibendum justo, vel imperdiet sapien wisi sed libero.
Morbi scelerisque luctus velit. Morbi leo mi, nonummy eget tristique non, rhoncus non leo. Nullam justo enim, consectetuer nec,
ullamcorper ac, vestibulum in, elit. Fusce dui leo, imperdiet in, aliquam sit amet, feugiat eu, orci. Duis condimentum augue id
magna semper rutrum. Nunc tincidunt ante vitae massa. Nullam rhoncus aliquam metus.
Pellentesque sapien. Aenean placerat. Suspendisse sagittis ultrices augue. Curabitur ligula sapien, pulvinar a vestibulum quis,
facilisis vel sapien. Sed ac dolor sit amet purus malesuada congue. Fusce aliquam vestibulum ipsum. Nullam feugiat, turpis
at pulvinar vulputate, erat libero tristique tellus, nec bibendum odio risus sit amet ante. In rutrum. Etiam egestas wisi a erat.
Nullam feugiat, turpis at pulvinar vulputate, erat libero tristique tellus, nec bibendum odio risus sit amet ante. Etiam quis
quam. Maecenas sollicitudin. Aenean id metus id velit ullamcorper pulvinar. Morbi scelerisque luctus velit. Duis viverra diam
non justo. Integer pellentesque quam vel velit. Etiam dui sem, fermentum vitae, sagittis id, malesuada in, quam. In laoreet,
magna id viverra tincidunt, sem odio bibendum justo, vel imperdiet sapien wisi sed libero. Duis bibendum, lectus ut viverra
rhoncus, dolor nunc faucibus libero, eget facilisis enim ipsum id lacus.
Our Story 2nd Release - June 2018
Sixty Years of Hospitality

The origin of Mais Alghanim Restaurant dates back to 1953 when our founding father Edmond
Barakat, opened a staff cafeteria for the employees of Yusuf Ahmed Alghanim & Sons Co., duly
called “Mess Alghanim”.
This was the beginning of a long lasting relationship between the Kuwaiti & Expatriate
communities and the late Abu Emile and his “Mess”. In a short time, the cafeteria became a
meeting place for all serving complete meals and offering take-away services, transforming the
humble canteen into a full-fledged restaurant.
In 1974, Emile Barakat, Edmond’s eldest son presided over the business from his late father.
Powered by his father’s vision to develop and expand the business, and under his leadership,
the restaurant moved to the old Kuwait television station, a large spacious property that was
transformed into a warm family eatery. It was in that same year in 1987 that the name of the
restaurant was changed from “Mess Alghanim” to “Mais Alghanim” and registered at the
Ministry of Commerce under the name of Yusuf Ahmed Alghanim & Sons Co.
Famous for the unique commitment to hospitality and delicious homemade style food, Mais
Alghanim continued to gain popularity and great acclaim as the years went by. With the
continued support of Kuwaiti & Expatriate communities, in 2003, the restaurant moved to its
present location, a building of true traditional Kuwaiti design, preserving the heritage and
genuine tradition of the brand. In 2010, with demand still growing, Mais Alghanim proudly
opened its second restaurant in Mahboula and expanded the “To Go” take-away and delivery
outlets throughout the State of Kuwait.
Our Beliefs 2nd Release - June 2018
“IT’S NOT HARD TO MAKE DECISIONS

WHEN YOU KNOW WHAT YOUR CORE
VALUES ARE.” – Roy Disney
Our Core Beliefs

Hospitality, authentic, honesty, family, credibility,
respect, responsibility.
Authenticity and Cultural Connection

We seek to offer a genuine and authentic glimpse of Kuwait & Lebanon,
honoring the country’s traditions through food, art, ambiance, and service.
We are proud to provide a truly Lebanese atmosphere and to serve dishes
with authentic ingredients and preparation, which highlight their own
hospitality.
Teamwork and Family

Family and community are an essential part of Mais to go. We are proud of
the diversity of our staff and the depth of experiences and perspectives they
have. We uphold the belief that we work best when we work together, and we
will support each other in our efforts to learn and grow.
Responsibly
we act responsibly, ensure the safety of our people and product, contribute to
our local community and care for our environment.
Vision & Mission 2nd Release - June 2018
Brand Characteristics 2nd Release - June 2018
Tone of voice 2nd Release - June 2018
Friendly, Familiarity, Respect

Every product, every organisation, has a tone of voice which the consumer recognises on a conscious or Our communications should be optimistic, precise and simple.
subconscious level. It reflects the brand and its relationship with the consumer.
Optimistic:
Mais’s tone of voice combines friendly familiarity with respect, much as you would speak with a friend
A sense of optimism is central to our brand expression, and that sensibility leads to imaginative
or colleague. It is warm and accessible without being in any way patronising. It invites the consumer to
and innovative communications.
engage in a dialogue of partners.
Our media should reflect an optimistic, unpretentious spirit, and demonstrate that we deliver on
what we can imagine.
As with all aspects of our brand, the voice we use should remain consistent and clear whenever we’re
speaking with our customers. We never want them scratching their heads trying to figure out who we
Precise:
really are.
Precision is a dimension that reflects our engineering heritage and adherence to the principles of
Six Sigma. Throughout our communications, avoid jargon, unsubstantiated claims and verbose
We consider them friends, so it’s important to speak in a conversational manner that is uncomplicated
descriptions. Use clear, specific language and imagery that are appropriate for the application.
and witty (but not sarcastic).
Simple:
We are friendly, welcoming people and this means our language is equally friendly and warm. This is not
Simplicity in our communications results in impact. It means presenting complex services and
to be mistaken for either vagueness or verbiage.
products in the clearest way we can.
We have conversations with people and engage in dialogue; we don’t resort to jargon or broadcast.
We are upbeat and use positive language and words that have action and energy.
We are friendly, welcoming people:

We’re positive: Our tone of voice is positive and inspiring. We use uplifting, stimulating and energetic
We are warm: Our language is equally friendly and warm. This is not to be mistaken for either vagueness
or verbiage.
MAIS TO GO
Visual Identity Manual
The Mais Visual Identity is more than a logo, it stands for who we are. it is a
visual representation of our brand, our values and our commitment to be the
best in Hospitality services and food and beverage sector.
The Logo 2nd Release - June 2018
The Symbol
The Wordmark
The services
The new Mais To Go logo isn’t really new. We think of it as the identity
that has been hiding with there all along.
Logo Specifications 2nd Release - June 2018
x
Our logo is made up of three elements:
The Symbol of Mais To Go y

The Mais Wordmark
The To Go services
The shining star of the logo is the symbol. It’s completely embodies the core
value of the identity, the idea that we are more than just a restaurant, more
than just 65 years of experience, It indicates to a wonderful age of our past
generation and the time of generosity and genuine hospitality.
x
The tagline is an integral part of the Mais logo. In other words: the logo is
never used without the tagline, The tagline is always aligned to the center of
the Mais logo.
the relation between these elements has been carefully considered to look just right, the
letters have been specially drawn and the color have been chosen to create a unique,
distinctive mark, so please don’t recreate or re type them.
y
we have a different configuration and color versions of our logo depending on where we
are using it.
( x / y = phi )
Logo Variations 2nd Release - June 2018
English Version Bilingual Version Arabic Version

Safe Zone for the Logo 2nd Release - June 2018
Let the logo breathe X X
Clear space
We respect the logo by giving it some space.
The minimum clear space that must surround the logo is equivalent to the height of
its letter M.
Minimum size
In print, the logo should never appear smaller than 0.78” (20 mm).
On-screen, it must appear at least 60 pixels wide. X
Registration marks
In marketing, registration marks on the logo are no longer necessary, except in
consumer packaging applications. X X
Screen: 60 px - Print: 0.78” (20 mm)

Logo Color Variations 2nd Release - June 2018
Improper Use of the Logo 2nd Release - June 2018
Since the mais to go mark is free floating on all backgrounds, it is important to choose complementary
colors on which to place the mais to go Mark.
In the past, the logo Mark has been enclosed in a circle. Today we are freeing the logo Mark and
allowing it to float free on top of photography and other colors.
mais was shaped by the around it, so it is only fair that we free our logo in order to live up to that
heritage. But when we do so we must be careful of the colors we place the Mark on, and make sure the
clear space surrounding the mais logo Mark is still applied.
Since the mais logo Mark lives in the upper left-hand quadrant of most uses, we must ensure that that
space has no noise and colours that allow the mark to pop.
IMPROPER USE
Don’t disproportionately scale the identity.
Don't place the logo over a crowded image that reduces the clarity of the brand.
Don’t change any color of the identity.
Don’t add any effect to the identity.
Don’t rotate the identity. the identity is only shown horizontally.
Don’t use tints to convert the identity to single color.

Colour Specifications 2nd Release - June 2018
Just like images, the choice of colours is a strong way to convey emotion. Colours
create atmosphere and influence moods. This makes them a powerful tool in
communication. For all our company communication, we have chosen a lively
but limited range of strong, warm colours that truly reflect the Mais personality.
Colours are a very important part of the Mais identity. Great care must be taken
in reproducing those in different printing modes and on different surfaces. 100%
match can not always be achieved but every effort should be made to reproduce
LOGOTYPE COLOURS
the intended colours as close to the specified as possible. The guidelines in this
section should always be read before printing.
Pantone 187 Coated Pantone 137 Coated
Red Orange
Pantone: 164 U Pantone: 137 U
CMYK: 22 / 100 / 88 / 15 CMYK: 0 / 42 / 100 / 0
RGB: 170 / 30 / 46 RGB: 255 / 164 / 0
The colours of the logotype are specified in Pantone* (for single colour printing), CMYK (for 4
colour offset printing), and RGB (for web use, on screen presentations and PDFs).
Whenever possible uncoated paper should be used for printing. The paper should be off-white but
not cream coloured.
All colours will appear slightly less intense onuncoated absorbent paper than on coated paper or
on screen.
Colour Palette / Inspiration 2nd Release - June 2018
COLORS DEFINE A MOOD

AND GIVE A SENSE OF
CHARACTER TO A BRAND.
Color is a great identifier: football teams, airlines and even telecommunications companies
“own” colors that are instantly recognizable and represent who they are. By understanding
and exploiting this principle we can use color to influence the way people think about us and
build strong associations with our brand and our products.
These colors or their equivalents should set the tone of any application which stages the
company or is a communication from the company.
Proper application of the primary corporate color palette helps to ensure a consistent and
credible communication of the company. Our corporate color palette consists of primery
color: (Red Pantone:187 & Yellow Pantone: 137), also there is a complimentary color: (Black
Pantone black 6C, Brown Pantone 7533, Light Green Pantone 375 , Dark Green Pantone
364). When it is not possible to print a solid Pantone color, check our recommended CMYK
breakdown (Cyan, Magenta, Yellow and Black.)
RGB and web safe values specify colors for screen and Internet display. These guidelines are
designed to be viewed on screen.
Colour Usage Examples 2nd Release - June 2018
Our color palette is bold, and in certain instances it can appear too bold. So we've created 4 Examples of our color palette in use
additional colors that can be used to support the primary color palette.
TITLE SAMPLE TITLE SAMPLE

Secondary colors should only be used when
HERE HERE
absolutely necessary. Colour Usage Examples Colour Usage Examples
Our preference is to only use primary color palette across most communications. TITLE SAMPLE HERE TITLE SAMPLE HERE
Colour Usage Examples Colour Usage Examples
Secondary palette—When to use:

• Charts or infographics
• More expressive graphic communications (such as posters, promotion flyer or menu)
• Presentation slide backgrounds TITLE SAMPLE TITLE SAMPLE
HERE HERE
How to use them: Colour Usage Examples Colour Usage Examples
• Only use neutral colors for presentation slide backgrounds.
• Never use the secondary colors on their own. TITLE SAMPLE HERE TITLE SAMPLE HERE
• They should only be used to complement the core colors. Colour Usage Examples Colour Usage Examples
• Don't use more than 3 secondary colors.
Please note, when printing certain colors onto coated or uncoated paper, the Pantone color
TITLE SAMPLE TITLE SAMPLE
specified differs. Please refer to the color breakdowns on this page. HERE HERE
TITLE SAMPLE HERE TITLE SAMPLE HERE

Typographic Details 2nd Release - June 2018
Our fonts are flexible and can be used in a variety of ways. Bree Serif / Bold
The examples here provide a general guideline on how use
our fonts to maximize legibility and aesthetic appeal. abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Use Bree Serif (Regular - SemiBold - Bold) for all texts that
need emphasis – such as headlines, introductory texts,
0123456789?!£*.,;:…
captions and quotes.
Bree Serif / Regular
Bree Serif (Light) should only be used for large headlines as abcdefghijklmnopqrstuvwxyz
the lines are too tough for small print.
a bolder typeface that is used for headings in print work, 0123456789?!£*.,;:…
on posters, billboards, and also on web applications. This
typeface is always used in all caps.
Bree Serif / Light
abcdefghijklmnopqrstuvwxyz
a thinner version of the header. This typeface is
used for larger bodies of type, such as in this paragraph. It ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789?!£*.,;:…
can be used in larger scale and all caps, as well as small and
in upper and lower case.
Typeface Usage How 2nd Release - June 2018
Our fonts are flexible and can be used Bree Serif / Bold
in a variety of ways. The examples here
provide a general guideline on how abcdefghijklmnopqrstuvwxyz
use our fonts to maximize legibility and
aesthetic appeal.
Headline Example: large, Regular or Light, no italics

0123456789?!£*.,;:…
Body Copy Example: Smaller, any weight
Quote Example: byline in Open Sans, all caps
Bree Serif / Regular
0123456789?!£*.,;:…
Bree Serif / Light
0123456789?!£*.,;:…
Photography 2nd Release - June 2018
PHOTOGRAPHY
IS ANOTHER KEY
ELEMENT OF
THE CORPORATE
IDENTITY.
What do we want our images to show?
We want to show that we are close to people.
Always try to shoot in real, natural surroundings.
One image says more than a thousand words. For Mais, it

is very important that the quality of the picture reflects the
quality of our products and services.
It is critical that the photos we use do not damage our

brand or portray anyone negatively. Please take the time
to choose photos carefully and thoughtfully. If there is
any doubt about whether or not a photo is appropriate,
please avoid it.
Use depth of field to separate the subject focus on

emotions, not the scene beware of displaying fake
emotions create a lively scene in a real environment.
Photography Principles 2nd Release - June 2018
FOOD / BEVERAGE MOMENT

Food & beverage photography is the first visible impression of our customers, a picture is worth countless ticket sales.
Done well, food and drink photography can make mouths water-and people press
“BUY NOW.”
Use Natural Light to Your Advantage
Light, the magical element at the heart of photography, makes or breaks images of food. Shooting food underscores
the incredible potential of natural light and it’s the first thing to consider when preparing to snap a photo of
something delicious.
we use it to promote our new dishes, a new promotion or even for a saver offers.
Use Complementary Colors in Your Food Photography

work with complementary colors. Red & green, yellow & orange. Theme color dualities help to enhance each other and
create balance.
Show the food in a real environment. Although these are still life pictures, make sure to keep them fresh.
Decorations and other elements

are very important in creating a story. It could be ingredients of the dish or the tools you used.
Accidental’ details help to make these pictures real: some crumbs on the table; natural, local attributes.
Top-view pictures are allowed, but make sure it doesn’t look ‘flat’.
Improper Use
“don’t use a dull or artificial lighting “don’t use a dull or artificial lighting “don’t use a dull or artificial lighting
be attention to proper natural be attention to proper natural be attention to proper natural
lighting.” lighting.” lighting.”
we use food & beverage

photography to promote
our new dishes, a new
promotion or even for a
saver offers.
Photography Principles 2nd Release - June 2018
ENJOYING
FOOD MOMENT
Sharing, familial, friendship, Show people or groups of people enjoying their
happiness, harmony food in all kinds of daily circumstances like a
daily lunch, a party, at work, etc.
Enjoying food photography is very powerful
when freezing the moment of interaction Although they should be carefully prepared –
between our products and our customers. must always have a fresh, spontaneous snapshot
feeling.
Focus on the people and on their emotion as
well as on the food. People and food should be in Casting, styling, generation and props help
harmony. to communicate the essence of the local food
culture.
This moment must be lively, warm, human:
showing a real interest in the life and food Intelligent use of depth of field can create a focus
culture of the people. and layer your visual communication, also some
blur is preferred as this can add to the realistic of
All photography should reflect evidence of our the image and useful to put our messages on it.
brand and product; avoid images that could be
not clear or generic.
Improper Use
Don’t focus on people only, always show both Avoid unnatural light whenever possible Go for a real-life situation,
people and products. beware of displaying fake emotions.
PRODUCTION / SERVICES
MOMENT
Teamwork, enjoying our own products, clean, focusing on details… – in our
branches, customer services, kitchen, delivery services. Picture the pride they
feel about what they have to offer.
Always show people who are active while working and look genuine.
Always go for close pictures of people. Focus on details and the message you ned to delivered such
as quality, happy to serve, enjoying working...
show respect for local clothing habits and regulations. People must be correctly dressed. This
proves that we are close to people and respect them culture.
Products / Packagings
Our Spokespeople
Texture Overview 2nd Release - June 2018
USE NATURAL
TEXTURES TO BRING
ORGANIC LIFE TO
YOUR DESIGNS.
Implementing natural elements into design infuses it with life, bringing
vividness, cleanliness and beauty to the result.
Our materials create the visual and tactile texture of our customers’ experience
with our brand, working together with our color palette, to enable moments of
connection.
Always genuine, authentic and sustainable, our choices reflect our inspiration—
the earth’s natural imperfection and elegance.
Usage Applications
USAGE APPLICATIONS MAIS TO GO | Brand Identity & Corporate Style Guide
Mohammed Al Ali
Assistant To Go Manager
+965 182 1155

+965 50 28 7407
www.mais-t ogo.com
m.ali@maisalghanim.com
Date: 18 / 8 / 2018
Internal Powerpoint Template

Mais to go | Brand Identity & Corporate Style Guide
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Itaque earum rerum hic tenetur a
sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis
doloribus asperiores repellat. Praesent dapibus. Nulla quis diam. Cum sociis natoque
penatibus et magnis dis parturient montes, nascetur ridiculus mus. Cras elementum.
In enim a arcu imperdiet malesuada. In laoreet, magna id viverra tincidunt, sem odio
bibendum justo, vel imperdiet sapien wisi sed libero. Morbi scelerisque luctus velit. Morbi
leo mi, nonummy eget tristique non, rhoncus non leo. Nullam justo enim, consectetuer nec,
ullamcorper ac, vestibulum in, elit. Fusce dui leo, imperdiet in, aliquam sit amet, feugiat eu,
orci. Duis condimentum augue id magna semper rutrum. Nunc tincidunt ante vitae massa.
Pellentesque sapien. Aenean placerat. Suspendisse sagittis ultrices augue.

Curabitur ligula sapien, pulvinar a vestibulum quis, facilisis vel sapien. Sed ac dolor sit
amet purus malesuada congue. Fusce aliquam vestibulum ipsum. Nullam feugiat, turpis
at pulvinar vulputate, erat libero tristique tellus, nec bibendum odio risus sit amet ante.
In rutrum. Etiam egestas wisi a erat. Nullam feugiat, turpis at pulvinar vulputate, erat
libero tristique tellus, nec bibendum odio risus sit amet ante. Etiam quis quam. Maecenas
sollicitudin. Aenean id metus id velit ullamcorper pulvinar. Morbi scelerisque luctus velit. Duis
viverra diam non justo. Integer pellentesque quam vel velit. Etiam dui sem, fermentum vitae,
sagittis id, malesuada in, quam. In laoreet, magna id viverra tincidunt, sem odio bibendum
justo, vel imperdiet sapien wisi sed libero. Duis bibendum, lectus ut viverra rhoncus, dolor
nunc faucibus libero, eget facilisis enim ipsum id lacus.
Best Regards,
Kuwait City, Khalid Ibn Al Waleed St., Mazaya Tower 01, Floor 01.
Tel: +965 222 54 666 - Email: info@mais-togo.com
www.mais- togo.com @mais-togo

POWERPOINT TEMPLATE Mais to go | Brand Identity & Corporate Style Guide

Mais to go | Brand Identity & Corporate Style Guide 2nd Release - June 2018
INFOGRAPHIC INFOGRAPHIC
ELEMENTS
ELEMENTS
Delectus cray you
probably haven't heard
of them Neutra, Austin
90's culpa.
American apparel Austin skateboard mumblecore actually wayfarers before they sold out,
do sed semiotics chillwave.
INFOGRAPHIC
Delectus cray you probably haven't heard of them Neutra, ELEMENTS
Austin 90's culpa.
POWERPOINT TEMPLATE Mais to go | Brand Identity & Corporate Style Guide

Mais to go | Brand Identity & Corporate Style Guide 2nd Release - June 2018
INFOGRAPHIC
34%
ELEMENTS 27%
45%
76%
Delectus cray you probably haven't heard of them

Neutra, Austin 90's culpa.
Name Here Name Here

Graphic Designer Graphic Designer
Marketing Department Marketing Department
Civil ID: 283022108546

Civil ID: 283022108546
Id No.: 001327
Id No.: 001327
Best Regards,
Yasser Ismail | Creative Designer
Tel.: +965 222 54666 / Ext.: 153 www.mais-t ogo. com
Mob.: +965 9944 2941
Best Regards,
Tel.: +965 222 54666 / Ext.: 153
Mob.: +965 9944 2941 ww w.mais-t ogo. com
Best Regards,
Tel.: +965 222 54666 / Ext.: 153
Mob.: +965 9944 2941 www.mais-t ogo. com

4th Mais To Go Rebranding 2017

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4th Mais To Go Rebranding 2017

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MAIS TO GO

Brand Identity & Corporate Style Guide

2nd Release - July 2018

Let’s start by Recognise some Facts

it’s not an identity.

IT’S NOT WHAT YOU SAY IT IS.

IT’S WHAT THEY

Without the brand, Coke’s glass would be

Coke’s Market Cap, Not Including Brand Value:

The main purpose of branding is to get

It’s a process used to build awareness and extend customer loyalty.

YOU NEED TO REPOSITION

YOUR BRAND HAS A BAD YOUR BRAND IS OUTDATED

KFC 1952 1978 1991 1997 2006 2011

1953 1975 1990 2005 2016

Reduce the sharpen edge to

English version Arabic version

Option No.1- Reverse

English version Arabic version

English version Arabic version

Option No.2- Reverse

English version Arabic version

Before we delve into the specific design manual, let’s

explore our brand a little bit further in order to have a

better understanding of what is Mais To Go

Sixty Years of Hospitality

“IT’S NOT HARD TO MAKE DECISIONS

Our Core Beliefs

Authenticity and Cultural Connection

Teamwork and Family

Friendly, Familiarity, Respect

We are friendly, welcoming people:

The Symbol of Mais To Go y

English Version Bilingual Version Arabic Version

Let the logo breathe X X

Screen: 60 px - Print: 0.78” (20 mm)

Don’t change any color of the identity.

Don’t add any effect to the identity.

Don’t rotate the identity. the identity is only shown horizontally.

Don’t use tints to convert the identity to single color.

COLORS DEFINE A MOOD

TITLE SAMPLE TITLE SAMPLE

Secondary palette—When to use:

TITLE SAMPLE HERE TITLE SAMPLE HERE

Bree Serif / Regular

Headline Example: large, Regular or Light, no italics

Bree Serif / Light

Always try to shoot in real, natural surroundings.

One image says more than a thousand words. For Mais, it

It is critical that the photos we use do not damage our

Use depth of field to separate the subject focus on

FOOD / BEVERAGE MOMENT

Use Complementary Colors in Your Food Photography

Decorations and other elements

we use food & beverage

+965 182 1155

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www.mais- togo.com @mais-togo

POWERPOINT TEMPLATE Mais to go | Brand Identity & Corporate Style Guide

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POWERPOINT TEMPLATE Mais to go | Brand Identity & Corporate Style Guide

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