Full Covers brand guide
In a restaurant, a cover is one guest served. A night of full covers is the only number an owner really cares about, so we put it in the name. It tells an operator, in their own language, what the website is for.
Positioning: the web studio for restaurants, cafes and bars. Tagline: Websites that fill tables.
Services: web design and consultancy, food and venue photography, SEO and analytics, web traffic analysis, email integrations, social media integration, review generation, marketing funnels, and customer retention and loyalty programs.
Logo
- The mark is a plate seen from above, drawn as the C of Covers. The filled centre is the plate being full.
- Clear space equals the diameter of the centre dot on every side.
- Minimum size is 16px for the mark and 96px wide for the full logo.
- The centre dot is always tomato red, except on a red background, where the whole mark is white.
- Over photography, use the white version and darken the photo underneath. Never place the logo on a busy, bright area.
- Do not rotate the mark, close the ring, recolour the ring, or set the name in another typeface.
Colour
#F4F3EFPage background.#D63A22The one accent: buttons, the dot, one emphasised word.#141414Type and dark tiles.#FFFFFFCards and panels.#FDE9E4Tags, behind red text.A bright, appetising palette: off-white page, ink type, white cards, and tomato red used sparingly. Small red text uses the darker #B02E17 so it stays readable; the brighter #FF5B3D is only for large words over dark photos.
Type
Fill the room.
- Typeface
- Schibsted Grotesk, a free variable font from Google Fonts. One family for everything.
- Headlines
- Extra bold (800), tight tracking, set large.
- Emphasis
- Bold italic in tomato red, one phrase per headline at most.
- Body
- Regular (400), 17px with generous line height.
Voice
Talk like a good front-of-house manager: warm, direct, brief. Use the owner's vocabulary (covers, service, the book), not agency vocabulary.
We say
- Websites that fill tables.
- Your menu, as real text, readable on a phone.
- Send a message and we update the site.
- We go live between services.
We don't say
- Elevate your digital presence.
- Bespoke omnichannel brand experiences.
- Leverage our seamless CMS workflow.
- Deployment is scheduled for the release window.
Photography
- Full colour, full rooms. Warm light and busy tables. Rooms mid-service, not empty at noon.
- Hands and plates. Food being shared, drinks being poured, people working. Avoid posed portraits.
- Rounded panels. Photos sit in large rounded panels just inside the page edge and move slowly behind the type as the page scrolls.
- Always darkened behind text, so white type stays easy to read.