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Popmenu Brand Guidelines & Standards

February 2023

We're passionate about helping restaurateurs thrive through great technology that puts their needs first.

Logos & Use

PRIMARY LOGO The heart of Popmenu lies in our primary logo. This primary logo is the foundation for our brand’s visual identity usually consisting of our brand colors and typography. In general, it is a strategic brand tool with the most power to be recognizable for the public. In some cases, our primary logo is not compatible with all online platforms.

LOGO CLEAR SPACE Clear space is the area surrounding our logo that must be kept free of competing text or graphic elements. Leaving space around the logo ensures that it will stand out appropriately and that other words or graphics will not appear to be part of or “locked up” with the logo. The minimum clear space is 50% of the height of the entire logo. It is sometimes necessary to increase or decrease the logo depending on the print area. Always keep in proportion. Always ensure the text is legible.

SECONDARY LOGOS An alternative logo consists of pictorial mark and wordmark similar to our primary logo. This can also be called as submarks or can be also known as logo elements in situations when the primary logo, pictorial mark, or wordmark is not the best fit. It can often be used as a secondary logo to keep our branding in place but only when our primary logo isn’t needed. It can be used on social media profiles, website footers or favicons, long document files, etc.

LOGO USAGE & MISUSE
​The top examples should be the default logos on all of Popmenu’s branded pieces. The bottom examples are instances of what NOT to do with our logos.
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​Avoid using other colors in our logo. Only use Popmenu’s red and white.

Please note: Popmenu is spelled with a capital "P" and lowercase "m".

Fonts & Typography

Primary Typeface IBM Plex Serif is our primary brand typeface.

Our typography is as unique and elegant as we are. Typography is a key element in our brand. It works to maintain consistency, create clarity, and provide equity to our brand.
​This typeface is mainly used on Titles/Headings.

Secondary Typeface

Inter is our secondary corporate typeface, it should be used in all instances where typography is required. It is a simple, clean, and legible typeface that complements our logo. We use all font weights of Inter depending on it is used.

This typeface is mainly used on body text.

Tertiary Typeface

IBM Plex Sans is our tertiary/alternative typeface, it should only be used in all instances where our primary and mostly secondary typography is not the best fit. It is a simple, clean, and legible typeface that complements our brand. We can use all font weights of IBM PLex Sans depending on its usage.

This typeface is mainly used on subheadings and digital applications if necessary.

Use Cases


Headings & Quotes IBM Plex Serif bold is to be used for all headings and titles.

Subheadings IBM Plex Sans is to be used for subheadings and for quotes.

Body Copy & Captions Inter is to be used for body copy, captions, and when a more delicate font is required.

Buttons & CTA’s IBM Plex Serif is to be used for all buttons and calls to action.

Colors

Our brand is underpinned with a color palette designed to be fresh, modern, and distinctive. Different combinations of these colors can dramatically change the tone and appearance of our brand so it is important to consider how they work together.

Screens Not all RGB colors render the same online. Therefore, we recommend the use of hexadecimal colors when applying colors to screen.

Print CMYK colors are used to print designs. CMYK colors will provide the maximum amount of consistency.


Voice & Tone


Our voice is what we say and how we say it—it’s the cadence of how we speak. It is the compilation of the words and/or phrases we do and do not use, as well as the way we construct our sentences. It is the personality of the Popmenu brand.

  • We use simple language—we don’t overcomplicate with technological jargon.
  • We use descriptive language to tell compelling stories.

"Taqueria Picoso’s food is delicious and true to its roots; but like any restaurant, building awareness and driving repeat business was and is a key goal for owner Tom Voskuil."

Writing Tips & Best Practices

Keep it short and to the point. Do not compromise clarity for brevity—be selective with your words. Keep paragraphs short—no more than 2-3 sentences without a line break.

  • How to Keep your Tone Brief in Communications
    • Use an active tone, as opposed to a passive tone.

We use em dashes to make turns in thought—or put emphasis on additional information. To create an em dash:

  • On a Mac: Shift+Option+Minus (-)
  • On Windows: Ctrl+Alt+Minus (-)

We sometimes use the ampersand (“&”) in titles and subtitles. We always use the written word “and” in body copy.

PDF should always be written as follows:

  • PDF (singular)
  • PDFs (plural)

Always include a CTA (call-to-action) in communication—in digital formats, CTAs should link to an external source (e.g., a lead capture form or landing page).

Examples of CTAs:

  • Schedule a demo
  • Learn more about Popmenu / Learn more about [specific feature/product]
  • Start saving with direct ordering
  • Ready to upgrade your menu?
  • Schedule a 1:1 consultation with a Popmenu team member
  • Schedule a demo at get.Popmenu.com or call 1-844-POPMENU—someone from our team is ready to answer your questions!
  • Get Popmenu
Please note: Popmenu is spelled with a capital "P" and lowercase "m".

Organic Channels

Graphics & Iconography

Note: Icons & graphics must be requested from the Popmenu team by emailing [email protected].