Introduction
Ready Branding
The goal of this Graphic Standards Manual is to assist internal teams, vendors, partners, and media with using Ready branding elements to convey a consistent image and communicate a clear message.
The following sections set guidelines for the use of the Ready logo and other branding visual elements. Ready is providing access to use the Ready logo and branding elements solely in accordance with this manual.
1 Logo
The cornerstone of our branding is the Ready logo, it communicates the brand values of simplicity, resilience and humble confidence and it consists of two elements:
The symbol is simple but bold and structural. It carries the brand idea of Subtle Art of Subtraction with its strong anchor – “invisible letter r“ within “circles of experience”.
The wordmark with its “non-serif serif” custom type communicates the reliability of tradition and the minimalism of the modern age.
The symbol and wordmark are the yin and yang of the Ready iconography.
1.1 Versions
The colour logo is used in the contexts where the Ready brand and organization is communicated externally, like our websites, social media, events, etc.
The black (and single tone) logo is used in the context of our software product, where our client’s brand takes the primary role and the Ready brand becomes secondary.
The white logo is used over the black, dark, and photo backgrounds.
1.2 Clear space
The minimum clear space around all four points of the logo is a rectangle - with the distance from the furthest points in the logo equal to the asc-height (ascender of the type). This way, the clear space scales with the logo.
1.3 Use of THE symbol without the wordmark
If the Ready logo has already been introduced in a layout, or the Ready branding is already assumed in a context, the Ready symbol can be used on its own to reinforce the brand or distinguish a Ready feature from another brand mentioned in the layout. E.g. on readytopay.com since the full logo has been introduced in the header, Ready symbols are used in some of the page sections to reinforce the brand.
1.3 No-Nos
The Ready logo needs to be consistent and recognizable wherever it appears. Here are a few things to avoid when you are working with it.
DON’T scale or stretch the logo disproportionately or distort the logo to change the perspective.
DON’T place the colour logo on top of a photo, dark or busy background. Use the white logo instead.
DON’T rearrange the logo’s elements in any other way than prescribed.
DON’T scale the logo elements separate from each other.
DON’T move symbol above or below the wordmark baseline.
DON’T use the wordmark without the symbol.
2 Colours
The ready brand uses a combination of refreshing, distinct, and unexpected colours. It is inspired by colourful healthy foods and vivid hospitality experiences. This set of colours is not meant to be used in a single layout. In most cases, it’ll be only the primary colour that is used or one of the secondary colours.
Primary colour
Ready Magenta
#a50b5e
25% darker tint
#84094b
Secondary colours
Ready Orange
#f87200
25% darker tint
#d36100
Ready Yellow
#f0cb0f
25% darker tint
#c0a20c
Ready Green
#8bbe1b
25% darker tint
#6f9816
3 Ready Pattern
When needed in a layout, Ready solid colours can be used with the overlay Ready pattern. The pattern is abstraction of a few Ready story elements: there is an upward growth motion, closing (experience) loops, fingerprint uniqueness and payment personalization. The pattern can used with all the Ready colours as well as a photo overlay.
4 Typography
In order to always keep the Ready logo the most prominent feature on our collateral, we use two complementary san serif types.
Museo Sans 900 used in headers provides the strong legibility and the anchoring of the copy.
Source Sans Pro used in subheads, body and captions provide clean and readable type that works universally well on paper and screens.
Source Sans Pro is also used in our software, unless a different type is selected by a restaurant brand for the guest facing app experience.
5 Animations
Ready animation has a continuous style across the applications of branding, UI, and education. The style is minimalistic and focused on one thing at any given point.
6 Photography
Ready photography style communicates feelings of hospitality, warmth, and good experience. Whenever possible, photographer should use a shallow depth of field, keeping the foreground subject in focus (often Ready targets or guest using Ready app) and the background and peripheral objects out of focus.
For all additional information regarding Ready branding please contact us at