L37 Brand Guidelines

01 · The mark

Just the letters.

The L37 mark is the name: chunky, hand-cut letters with an offset shadow, and لعبة التوابل ("the spice game") lettered under them. The letters carry the brand on their own.

The wordmark

02 · Variants

One mark, five grounds.

Pick the variant by the colour behind it. White letters always need a coloured ground.

Primary

White and orange on teal or dark grounds.

l37-wordmark.svg

Primary on panel

Use when you can't control the background.

l37-wordmark-on-teal.svg

On orange

White with a teal shadow, for menus and packaging.

l37-wordmark-white-teal-shadow.svg · -on-orange.svg

On white

Teal letters with an orange shadow, for receipts, stickers and light walls.

l37-wordmark-teal.svg

On photos

White with a teal shadow over warm, busy food shots.

l37-wordmark-white-teal-shadow.svg

Icon

"L37" only, for avatars, the app icon and the favicon.

l37-icon.svg

03 · Clear space & size

Give it room.

Leave clear space of at least half the height of the "L" on every side (shown by the dashed line). Below about 160px wide the Arabic stops being readable, so switch to the icon.

320px

180px · min wordmark

96px icon

48

24

04 · Don'ts

Keep it clean.

Don't stretch or squash it.

Don't put white letters on white.

Don't put teal letters on teal.

Don't rotate or tilt it.

Don't add glows, outlines or extra shadows.

Don't use the orange shadow on orange. Use the teal-shadow version.

05 · Colour

Teal and spice.

These two colours come straight from the logo. Teal is the house colour and orange is the spice. White keeps them both clean.

Teal

HEX#14857ARGB20 133 122CMYK85 20 55 5UsePanels, signage, icon, text on light

Spice orange

HEX#F47E2CRGB244 126 44CMYK0 60 90 0UseShadow, menus, prices, CTAs

White

HEX#FFFFFFUseLetterforms, text on colour

Ink

HEX#1F2A2EUseBody copy on white or cream

Cream

HEX#FFF6ECUseSoft background for print and web

60 ground

30 white

10

Use one ground colour per surface, teal or orange, with the other as the 10% accent. Never split a surface half and half. CMYK values are starting points, so get a print proof before a big run.

06 · Type

Round, loud, friendly.

The L37 letters are custom artwork, so never retype them in a font. For everything else, use Baloo 2. Its rounded, heavy shapes sit close to the mark. Baloo Bhaijaan 2 is its Arabic partner, from the same family.

Zinger Burger 109/-

Baloo 2 · ExtraBold 800 · menu items, headlines, prices

زنجر برجر ١٠٩

Baloo Bhaijaan 2 · ExtraBold 800 · Arabic headlines and menu text

Loaded fries

Crispy fries, cheese sauce, peri peri, garlic toum

Add-ons: khubz 10/- · mayo 10/- · cheesy dip 20/-

Hierarchy: item in UPPERCASE 800 · description 600 · details 400 in muted colour

07 · Voice

Short. Hot. Hungry.

We sound

Short: one line, then the price
Confident about the spice
Friendly, local, a little playful
Bilingual: English and Arabic side by side

Say this

"Crunch first. Spice next."

"Jumbo Zinger. Two hands."

"Play with spice."

Not this

"Indulge in our curated culinary experience"

08 · Applications

In the wild.

Box / bag / cup print · single colour ground

09 · Food imagery

Let the food do the talking.

One consistent image family for all 22 menu items: warm orange backgrounds, soft studio lighting, natural food texture and a clear three-quarter view. Keep the whole serving visible and leave space around it. Use a square crop for the library and contain the image when a layout needs a wider frame.

Art direction

Food comes first; one clear subject per image.
Use warm orange photo grounds near #EC7C28; the brand orange remains #F47E2C.
Use simple cream trays and consistent clear glasses.
Keep prices, names and logos as editable layout text.

Using the library

These are AI-generated serving illustrations, not photographs of actual L37 servings. Recipes, portions, packaging and presentation need an in-store check before use in advertising. Fusion Lime and L-Iced Tea use generic illustrative presentations.

640px WebP files are ready for digital use. PNG originals and generation prompts live in food/. Retain a serving-illustration note near customer-facing menus.

10 · Flat campaign system

Big food. Bigger flavour.

Build posters, menus and social posts from solid colour panels, bold Baloo 2 headlines, one food image and a clear price. Keep the wordmark upright with its existing offset artwork. Brand templates stay flat: no 3D objects, perspective, parallax or animated treatments.

Big crunch.
Bigger flavour.

Zinger Burger · ₹109

Serving illustration.

Cool down.
Sip up.

Blue Curacao Mojito · ₹99