Prime Brand Manual

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brand manual
PRIME / Brand Manual 1

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WELCOME
We don’t want to be your average restaurant. We are not your
average restaurant. We are Prime. We are bold. We are taking a
custom and unique approach to fine dining. Here is our brand.
Be proud. Prime.
1 . 0
Brand Universe
2 . 1 0
Signature: Minimum Size
1 . 1
Vision and Mission
2 . 1 1
Unacceptable Uses
1 . 2
Inspiration and Concepts
2 . 1 2
Image Library
1 . 3
Brand Essence
3 . 0
Selected Identity Application
1 . 4
Communication Pillars
3 . 1
Business Card
2 . 0
Brand Identity Elements
3 . 2
Letterhead and Second Sheet
2 . 1
Logo
3 . 3
Envelope
2 . 2
Logotype
3 . 4
Menu
2 . 3
Tagline
3 . 5
Ephemera
2 . 4
Primary and Secondary Signature
3 . 6
Other
2 . 5
Typography
3 . 7
Digital Media
2 . 6
Primary and Secondary Typeface
3 . 8
Environmental Signage
2 . 7
Primary Color Palette
3 . 9
Interior
2 . 8
Signature: Full-color
3 . 1 0
Vehicle Wrap
2 . 9
Signature: Pantone Spot Colors
4 . 0
Contact Information
PRIME / Brand Manual 3

BRAND UNIVERSE
1 . 0
The brand expresses the vision and values of Prime. It is the visual
representation of the ideals of the city, its people, and its culture.
These guidelines preserve the official brand. Guaranteeing its
integrity and emotional value is essential for the maintenance and
continuity of the restaurant.
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VISION AND MISSION
1 . 1
The goal of Prime is to provide high-quality cuisine crafted with
the finest ingredients and most exclusive cuts of meat from
around the world. Guests will experience the luxury of Prime with
all five senses.
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INSPIRATION AND CONCEPTS
1 . 2
The restaurant rises above the competition through its spirit of
luxury and excellence.
Luxury
Prime exudes sophistication and refinement in every meal and piece
of furniture. Each facet of the restaurant is elevated to provide an
unforgettable experience where luxury is tangible.
Excellence
Prime is a brand that breaks the traditional codes of rigid and
high-end cuisine by sublimating the finest of meats into popular,
local, and international dishes. From the cuts of meat to the
architecture, Prime establishes itself as a unique experience
by Riccardo Giraudi, a family member of one of Europe’s most
respectable leaders in meat handling. Prime is a modern and
sophisticated escapade provided by those who are the best in
the business.
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BRAND ESSENCE
1 . 3
Prime’s unrivaled menu and architecture rises above the rest because
each element of the restaurant is crafted to perfection.
The details of Prime were influenced by the ornate, long, and
sinuous details of the Art Nouveau inspired interior. From the glass
windows in the chamber hall to the floral pattern on the carpet, the
restaurant’s artistic elements laid the basis for the brand’s style.
Our visual language is based on the artistic elements already present
in the restaurant’s architecture. The deep colors paired with brass
and gold reflect the luxury of the brand. The visual elements of the
space communicate a modern and sophisticated experience.
The first step in the creative process was to open our eyes to what
was around us — the people, places, images, monuments, colors,
smells, and sensations of Paris. This wealth of inspiration became
the focal point of a photographic immersion exercise, deepening our
knowledge of the city’s visual highlights.
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COMMUNICATION PILLARS
1 . 4
These six attributes are the essence of the brand. After researching,
observing, and studying the brand, these descriptive words were
specifically chosen to reflect the culture, personality, tone, and spirit
of the restaurant.
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REFINEMENT
SIMPLICITY
QUALITY
SHARING
ECLECTIC
LUXURY
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BRAND IDENTITY ELEMENTS
2 . 0
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LOGO
2 . 1
The floral symbol can easily be spotted throughout the restaurant.
The specific shape and curvature or the petals are based on the
eye-catching carpet pattern. The rich details of the Art Nouveau
style is simplified into a more abstract shape that can be understood
from any distance. The main components of the flower are
specifically divided into three shapes. Three is a reoccurring number
within Prime as the restaurant is divided into three main rooms and
the menu is organized into three categories. As flowers rise, so does
Prime rise above the competition.
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LOGOTYPE
2 . 2
The flower and the title Prime come together to form a memorable
logotype. In place of the “I” in Prime is the flower. The stem of the
flower perfectly matches the stem width of the other letters which
allows it to seamlessly sit in the center of the text. The name Prime
is inspired by its usage in the world of butchery. Prime is a quality
grade that indicates how it is of the highest quality of beef in terms
of tenderness, juiciness, and flavor. Not only does Prime refer to the
type of meat used in the kitchen but also to the type of experience
guests will have outside the kitchen. Each aspect of the brand is
elevated to a state of luxury and sophistication.
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TAGLINE
2 . 3
A cut above. The belief of Prime is that each facet of the brand is
elevated above the rest. By breaking the rigid rules of high-end
cuisine, Prime sets itself apart from typical steakhouses and fine
dining. Prime is unlike any other restaurant by sublimating the finest
cuts of meat into popular, local, and international meals.
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PRIMARY AND SECONDARY SIGNATURE
2 . 4
The primary signature is comprised of the logo in the logotype
with the tagline below. The secondary signatures consist of a
different composition of the logotype with the tagline and the logo
with the tagline.
Primary
Secondary
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TYPOGRAPHY
2 . 5
Each letter expresses a characteristic of the restaurant, its people,
and the city. Inspiration for the typeface was found in the golden
light fixtures and modern lines of the interior walls of the restaurant.
Two standardized fonts have been chosen for the restaurant
brand identity. They are to be used in all printed and online
communications. Each of the typefaces was selected for its visual
compatibility with the restaurant and for its ability to convey a
personality that is consistent with our brand story.
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PRIME / Brand Manual 21

PRIMARY AND SECONDARY TYPEFACE
2 . 6
Primary: Galette Light
Jan Schmoeger describes Galette as a “contemporary all-purpose
sans-serif typeface with a hint of Art Nouveau.” The lack of
overhands and consistent stoke thickness of the capital letters allow
readers to comprehend the typeface quickly and easily from
any distance.
The tall x-height and length of the stems of each letter reflect how
Prime stands above all. The clean sans-serif typeface suggests a
modern and elegant expression. In contrast to the detailed and
flourishing Art Nouveau design that adorns the walls of the main
chamber of the restaurant, the typeface possesses a modern and
elegant feel that harmoniously exists in the environment.
Galette Light is used for the logotype and for titles such as names
on business cards. Galette Light small caps is used for the taglines
and messaging directly underneath titles.
Secondary: Ivy Presto Display Thin
This typeface was chosen for its friendly, complementary qualities to
the open modern typeface of Galette. It is to be used for body texts
and secondary information on items such as business cards
and letterheads.
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GALETTE LIGHT: CAPS
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
1 2 3 4 5 6 7 8 9 0
galette light: small caps
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
1 2 3 4 5 6 7 8 9 0
Ivy Presto Display: Thin
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 z
1 2 3 4 5 6 7 8 9 0
PRIME / Brand Manual 23

PRIMARY COLOR PALETTE
2 . 7
It is important that the full-color version of the restaurant identity
maintain a consistent appearance of the logo and all visual
communications across various media types and materials. Using
colors consistently in all communication will strengthen brand
recognition, create impact, and differentiate our visual system.
CMYK 18, 41 100, 1
RGB 209, 152, 42
CMYK 94, 89, 69, 73
RGB 8, 7, 25
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SIGNATURE: FULL COLOR
2 . 8
The full-color version of the restaurant identity is the primary use of
the identity system. It is strongly recommended that this version be
used in branded applications whenever possible. CMYK reproduction
files are available for specific application requirements.
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SIGNATURE: PANTONE SPOT COLORS
2 . 9
Pantone spot colors may be used for the logo when reproduction
constraints prevent the use of the primary CMYK full-color version.
Black can also be used as an alternative color replacement.
PANTONE
110 U
PANTONE
2965 U
PANTONE
Black 6 U
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SIGNATURE: MINIMUM SIZE
2 . 1 0
To ensure the integrity of the full-color version of the restaurant
identity, do not reduce its width to less than 1” for print or
special usage, and 1.5” for screen applications. Other reproduction
methods will require the minimum size to be greater than the sizes
identified here.
1 in 1.5 in
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UNACCEPTABLE USES
2 . 1 1
The consistent and correct application of the restaurant signature is
essential. Always follow the standards presented in these guidelines.
The examples on the following page illustrate some of the
unacceptable uses of the restaurant signature.
• Never substitute type in the logo.
• Never alter the colors in the logo.
• Never put other words or phrases inside the logo.
• Never tilt the logo.
• Never add elements inside or over the logo.
• Never alter the proportions of the logo in any way.
• Never distort the shape of the logo.
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PR ME
a cut above
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R CARDO
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IMAGE LIBRARY
2 . 1 2
A carefully managed approach to selecting photography and patterns
will distinguish the restaurant brand and create a lasting impression.
There are two general photographic categories for image selection:
environments and food. Using images from these categories can help
support the restaurant brand story. It is important to select imagery
that is dynamic, celebratory, and emotionally engaging.
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SELECTED IDENTITY APPLICATIONS
3 . 0
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BUSINESS CARDS
3 . 1
The front of the business card contains the restaurant signature with
a composition of the logo flower in the background. The varying
sizes of the flower creates a sense of depth. All contact information
and the website are located on the back. Colors used are full-color
CMYK. The color used on the back is full-color CMYK. Stock used
is Potlatch McCoy Silk Cover, 100#. Satin aqueous coating should
always be used on both sides to ensure maximum quality and
protection from scratching.
RICCARDO GIRAUDI
f o u n d e r a n d c e o
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+ 33 1 44 313 40 01
r.giraudi@prime.com
www.paris.prime.com
@paris_prime
5 rue marbeuf, 75008 paris, france
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5 rue marbeuf, 75008 paris, france · + 33 1 44 313 40 01 · www.paris.prime.com · @paris_prime
LETTERHEAD AND SECOND SHEET
3 . 2
The letterhead contains the restaurant signature at the top and
contact information on the bottom. Colors used on the front of
the letterhead are full-color CMYK. Stock used is Mohawk Navajo
Writing, 28 lb. Brilliant White. No aqueous coating is applied to this
uncoated sheet. Adequate white space around the logo allows the
logo to be prominent.
The second sheet contains the restaurant logo of the flower alone at
the top and the contact information on the bottom.
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a c u t a b o v e
5 rue marbeuf, 75008 paris, france · + 33 1 44 313 40 01 · www.paris.prime.com · @paris_prime
#10 ENVELOPE
3 . 3
The #10 two-color square flap envelope contains the restaurant
signature and contact information. Colors used on the parent sheet
of this converted envelope are full-color CMYK. Stock used is
Mohawk Navajo Writing, 28 lb. Brilliant White. No aqueous coating
is applied to this uncoated sheet. The restaurant’s address, number,
website, and social media username is located on the colored flap
with a floral ornament. The signature is located on the envelope face
on the top left.
Adequate white space around the logo allows the logo to be
prominent. A general writing space for the company, person, and
address uses the margins below.
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MENU
3 . 4
The menu contains the restaurant signature and each title is
accompanied by a floral ornament. Colors used are full-color CMYK.
Stock used is Mohawk Navajo Writing, 28 lb. Brilliant White. No
aqueous coating is applied to this uncoated sheet.
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EPHEMERA
3 . 5
Fabric Napkins
The fabric napkins contain the restaurant logo on the bottom left
corner. Colors used are full-color CMYK. Adequate white space
around the logo allows the logo to be prominent.
Matchbooks
The matchbooks contain the restaurant logo on the outside and
contact information on the inside. Colors used are full-color
CMYK. Adequate white space around the logo allows the logo
to be prominent.
To-go Bag
The to-go bag contains one of the alternative compositions of the
restaurant signature. Colors used are full-color CMYK. Adequate
white space around the logo allows the logo to be prominent.
Tissue Papers
The tissue papers contain a pattern of the logo flower. They are to
be used with the to-go bags. Colors used are full-color CMYK.
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OTHER
3 . 6
Wine Bottle
The wine bottle contain the restaurant logo in the center of the
bottle and logo pattern on the cork casing. Colors used are full-color
CMYK. Adequate white space around the logo allows the logo to
be prominent.
Wearables
The wearable contains the restaurant logo. Colors used are full-color
CMYK. Adequate white space around the logo allows the logo to
be prominent.
Phone Cases
The phone cases contain the restaurant logo. Colors used are
full-color CMYK. Adequate white space around the logo allows the
logo to be prominent.
Pins
The pins contain the various restaurant signature and logo
compositions. Colors used are full-color CMYK. Adequate white
space around the logo allows the logo to be prominent.
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DIGITAL MEDIA
3 . 7
The website contains the restaurant signature on the top left corner
and can be viewed on a laptop, tablet, and phone. The website helps
users understand how to reserve a table, access different menus,
participate in events, and more.
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ENVIRONMENTAL SIGNAGE
3 . 8
All environmental signage will utilize the restaurant signature and
supporting photographic and illustrative imagery. The outdoor
advertisements will also be accompanied by supporting text to
create interest and communicate the brand.
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INTERIOR
3 . 9
All interior items will utilize the restaurant logo and signature.
This will commonly be placed on cooking tools, plates, sauce
bottles, bread baskets, and more. Restroom directional signage is
accompanied by a floral ornament.
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VEHICLE WRAP
3 . 1 0
The vehicle wrap contains one of the alternative compositions of
the restaurant signature. Colors used are full-color CMYK. Adequate
white space around the logo allows the logo to be prominent.
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CONTACT INFORMATION
4 . 0
For Questions
Robert Adams
Account Executive
619 733 8818
r.adams@prime.com/faq
Design Inquiries
Jannah Maling
Creative Director, Designer
510 709 6214
jannahmaling@gmail.com
Ordering Information
Kori Lee
Account Executive
619 744 8828
k.lee@prime.com/ordering
Legal Information
prime.com/legal
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