Graphics - Brand Book

Graphics

Alsea Smile

This support graphic comprises a smile representing the experience of savoring something unique; a kind and genuine smile, represented with a simple and legible line.

The composition consists of the graphic accompanied by the four key words of our purpose: entrega, felicidad, experiencias y sabor.

Like our brand, the smile must be applied with the same color guidelines, taking care to ensure its correct legibility at all times.

The use of “the smile” alone is not permitted, and it must always be accompanied by the logo in the upper right-hand corner.

This graphic is reserved for exclusive use of internal communication materials on culture issues.

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Protection area and minimum sizes

To protect the brand from any visual invasion that diminishes its importance or compromises its legibility and facilitates alignment with other elements or formats, the letter 'l' has been defined as the minimum protection area. This comes in the invisible downloadable logo file. It must never be printed.

In like manner, a couple of minimum sizes have been established for its reproduction to ensure its readability and presence are always optimal.

Iconography

These supporting elements have been created to graphically visualize the Alsea universe, classified as follows:
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a) segments
b) countries
c) operation
d) flavors
e) others

They will be used to design infographics and as visual support integrated with photographic elements.

We must NEVER use them as decorative elements. On the contrary, their use is limited to those occasions in which the graphics add value to the communication.

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Shapes

The shapes represent the diversity of the Alsea universe. The diversity of brands, flavors and cultures…

We have chosen basic figures that, combined with each other, produce a very rich universe of creative possibilities.

All shapes must be used in their exact proportions, never cut or sectioned; they must always respect the proportions of a square grid.

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Composite shapes

Uniting the collection of shapes allows us to compound shapes like those illustrated in the following examples.

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Correct Use

The correct use of forms is very important to maintain unity in all our communication materials. The guidelines to achieve this goal are as follows:
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Composition

The shapes must be BIG
Whenever used in combination with a photograph, you must:
a. lace an image within a shape
c. place a photographic silhouette on a composition of shapes
Never use them to create borders.
Do not use them as decorative elements of typography
Do not generate textures from their repetition

And most important of all:
Create ASYMMETRIC compositions.

Color

The use of color should adhere to complementary color combinations or established color palettes
We are not allowed to mix colors from other color palettes
The use of black or white as a complement to color palettes is not allowed

Grid
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The shapes must create compositions from a network of uniform square modules. Remember:
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That you must never use fractions of forms
Do not vary the shapes’ proportions.
Do not use two different shapes within a module

Composition tips

Choose one main shape and use it on a large scale.
Complement it with other smaller shapes
A key point is that you must always stick to the square grid
Use shapes to create a composition
Avoid using shapes to “fill” spaces

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