Brand Identity
Guidelines

Master logo

The VGF wordmark is a three-line all-caps stack — VERY / GOOOD / FALAFEL — set in a heavy compressed typeface with custom letterwork. The mark is always set in one of the five brand colours on a contrasting background. It is never redrawn, stretched, or modified.

Typographic signature

The triple-O in GOOOD is the brand's typographic signature — a deliberate repetition that transforms a spelling quirk into a distinctive mark. It is never corrected to two O's. The three O's are the brand.

The custom G carries an extended crossbar that breaks the letterform boundary — a precise detail that signals this is not an off-the-shelf identity. Every character has been considered.

Clearspace

The minimum clearspace is defined by the O letterform itself. Its full height determines the protected zone above and below. Its full width determines the protected zone left and right. No other element may enter this zone at any scale.

Top / Bottom The full height of the O letterform must be maintained as clear space above and below the wordmark at all times and at all scales.

Left / Right The full width of the O letterform must be maintained as clear space to either side of the wordmark. This applies in every context.

Scales with The clearspace unit scales proportionally with the logo — it is always relative to the O as it appears at that size, not a fixed value.

Minimum size Never reproduce the wordmark smaller than 24mm wide in print or 80px wide on screen. Below these sizes, letterform detail is compromised.

What to avoid

The palette

The VGF palette is not purely decorative. Each colour was chosen because it carries a specific visual meaning that reinforces who we are: life-loving, positive, confident, and modern without chasing trends. The five colours work in tension and in harmony. They are the only colours ever used.

Approved colour combinations

Chili always appears on Cream as its primary pairing. All combinations are chosen for contrast and coherence. Unapproved pairings must not be used.

Primary typeface — Aeonik by CoType Foundry

Aeonik is a neo-grotesque with a geometric skeleton — precise, warm, and built for scale. It was chosen for VGF because it carries both the public brand voice and the internal platform system without compromise: confident enough for a franchise pitch deck, warm enough for a street food menu, legible enough for a kiosk at two metres.

The superfamily — Standard, Condensed, Extended, Mono, and Fono — gives VGF a complete typographic system from a single source. One foundry, one design sensibility, every context covered. Aeonik supports over 340 languages including Latin Extended, Cyrillic, Greek, Arabic, Thai, Hebrew, and Hangul.

Spacing unit — 8px base

All spacing in the VGF system is built on an 8px base unit. Margins, padding, gaps, and layout values are always multiples of 8. This creates consistent visual rhythm across digital and print contexts.

Page margins

Style direction — confirmed

VGF photography is analogue in spirit. Warm tones, natural light, genuine moments. A light film grain is always present — not as a filter effect, but as a quality of the image itself. It signals authenticity, care, and a preference for the real over the polished.

For food photography — particularly posters and campaign material — a direct harsh flash is appropriate and welcome. Unfiltered and immediate, it makes food look like exactly what it is: something worth eating right now. This approach sits naturally alongside the brand's confidence and refuses to make street food look like it needs explaining.

The photography palette mirrors the brand: warm creams, deep shadows, pops of red and amber. Cool, blue, or purple-filtered imagery is never used.

Direction confirmed — detail in progress

The VGF voice is warm, grounded, and slightly cheeky. It does not use corporate language, hollow enthusiasm, or sentences that explain rather than demonstrate. Every word earns its place.

Detailed principles, example pairs, and platform-specific guidance will be added once voice direction is finalised.