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Brand Guidelines
LA MESA TAQUERIA
Visual Identity System — RAW Tier
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Table of Contents
This document covers your complete visual identity system. Use it as your single source of truth for all brand decisions — print, digital, and beyond.
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Usage Rules — Do's & Don'ts
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Quick Reference Card
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01
Brand Overview
Your brand is how people recognize you before they read a single word. Consistency builds the trust that converts.
Business
La Mesa Taqueria
Industry: Restaurant / Retail / Service
Location
Fresno / Clovis, CA
Central Valley Market
What this document is
This brand guidelines document is your single source of truth for visual identity. It covers your logo system, color palette, typography, and usage rules. Every designer, vendor, or team member who touches your brand should work from this document — so every touchpoint looks like it came from the same place.
Core brand attributes
Professional
Local
Trustworthy
Distinct
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Logo System
Your logo comes in multiple variants — each optimized for a specific context. Use the right variant for the right background.
Primary — On Dark
La Mesa Taqueria
Primary — On Light
La Mesa Taqueria
Reversed — On Brand Color
La Mesa Taqueria
One-color — Black
La Mesa Taqueria
Minimum clear space
Always maintain a minimum clear space equal to the height of the logo's icon mark on all sides. Never crowd the logo with other visual elements, text, or imagery.
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Color Palette
Your complete color system. These are the only colors used in brand materials. Consistency here is what makes a brand recognizable at a glance.
Primary
HEX: #ff4d00
RGB: 255, 77, 0
CMYK: 0, 70, 100, 0
Headlines, CTAs, key brand moments
Dark
HEX: #0f0e0d
RGB: 15, 14, 13
CMYK: 0, 7, 13, 94
Backgrounds, dominant text
Mid
HEX: #524e4a
RGB: 82, 78, 74
CMYK: 0, 5, 10, 68
Secondary text, icons, borders
Light
HEX: #f5f2ee
RGB: 245, 242, 238
CMYK: 0, 1, 3, 4
Backgrounds, large text on dark
Usage principle
The primary brand color is used for emphasis — headlines, key calls-to-action, and moments of energy. It should never dominate a layout. Supporting colors carry the weight; the primary color delivers the punch.
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Typography
Two typefaces. One for visual hierarchy, one for supporting text. Used consistently, these fonts become part of how people recognize your brand.
Your brand is your most durable business asset.
BRAND / IDENTITY / SYSTEM
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Usage Rules
Every rule below exists because the opposite has been done and looked wrong. When in doubt, keep it simple.
✓
Use the logo on approved backgrounds only (dark, light, brand color)
✓
Maintain minimum clear space at all times
✓
Use the exact brand colors — pull from this document
✓
Use Space Grotesk Bold for all headlines
✓
Scale the logo proportionally (hold Shift when resizing)
✓
Ask KNVL if you're unsure — that's what we're here for
✕
Don't stretch or distort the logo
✕
Don't place the logo on busy photography without a clear zone
✕
Don't use unapproved colors — not even "similar" ones
✕
Don't add drop shadows, gradients, or outlines to the logo
✕
Don't use low-resolution logo files for print
✕
Don't rearrange the elements of the logo
The one rule that matters most
Consistency beats perfection. Using your brand the same way every time — even if imperfectly — does more for recognition than occasional perfection surrounded by inconsistency. Pick a standard and hold it.
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File Package
Your complete logo file package. Every format you'll ever need, organized by use case.
| File |
Format |
Use |
| la_mesa_taqueria_logo_primary.svg |
SVG |
Web, digital — scales to any size |
| la_mesa_taqueria_logo_primary_white.svg |
SVG |
Reversed version — on dark backgrounds |
| la_mesa_taqueria_logo_horizontal.svg |
SVG |
Horizontal lockup — wider contexts |
| la_mesa_taqueria_logo_stacked.svg |
SVG |
Stacked lockup — square contexts, profile photos |
| la_mesa_taqueria_logo_primary@2x.png |
PNG |
Web use when SVG isn't supported, transparent bg |
| la_mesa_taqueria_logo_white@2x.png |
PNG |
Reversed PNG — transparent background |
| la_mesa_taqueria_logo_primary_white-bg@2x.png |
PNG |
Email, documents — white background |
| la_mesa_taqueria_icon.svg |
SVG |
Icon/mark only — favicons, app icons, small contexts |
| brand-guidelines.pdf |
PDF |
This document — share with vendors/designers |
Important
Always use SVG files for web and digital contexts. Use PNG only when SVG isn't supported (email clients, some documents). Never use JPG for logos — lossy compression destroys the edges.
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Quick Reference
Everything on one page — the values you'll reach for most.
Typography
Headlines: Space Grotesk 700
Body: Space Grotesk 400
Labels: DM Mono 400
Next steps
Where to take it from here
01 Upload your primary logo to your Google Business Profile, Facebook, and Instagram today.
02 Share this PDF with any vendor who uses your logo — printer, signage company, web designer.
03 Ready for the full system? FORGED adds brand strategy, voice & tone, and social templates.
KNVL
knvl.agency · hello@knvl.agency
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