Illustration lies at the heart of our brand. Interconnected tiles emphasize how Toast connects every aspect of restaurant operations and builds a greater mural that speaks to the creativity and passion of restaurant life. With illustration, we represent Toast as having no beginning or end because it’s embedded into every flow of service. This system was created to show not only the speed, convenience, and moments of hospitality enabled by Toast – but how Toast solutions are better together.
Each tile is built in a strict grid and designed to snap into place with another icon. Together, these connected icons start to form an environment and a larger story of what it means to run a restaurant. They can be rearranged to frame Toast products and act as textured when muted. The amount of interactivity between the icons and the key object can be played up or down depending on the touchpoint and focus of messaging.
Access the tile illustration library
Each tile is built to connect and flow seamlessly into the next. Using the same stroke width, each icon snaps into place and can reconfigured to frame photography or objects. To ensure visual coherence for all use cases, guidelines need to be met for sizing, scale, stroke, cap and radius, and positioning.
Use an 8 x 8 “block” grid scaled appropriately for each touchpoint. *Stroke widths should be 1/3 of the block height.
Line segments must be centered on the gridline when falling on an edge. Make sure to use no cap (not square cap) to have the line segment extend to the edge of the grid. When a line is ending on an edge at an angle, the cap must be round in order to connect to other icons.
To ensure coherence in style, line segments should be no closer than 1/2 a block size apart.
Elements within tiles can be repositioned to ensure connections.
Artwork can also be shifted and extended to ensure connection between multiple tiles.
Do not rotate artwork, and instead find opportunities to extend straight lines to ensure connection.
To guide assembly and ensure clear understanding with the modular system, there are a few themes that we need to be mindful of during construction.
Embedded into every flow of service, Toast acts as the healthy heartbeat of a restaurant. The benefits of Toast come through by connecting every piece through a Toast touchpoint, emphasizing integration and ease. Use this system to connect Toast products together in an uninterrupted line.
Through the connection of lines, we show how Toast’s technology streamlines operations between front and back of house to allow for higher levels of hospitality and delight. This same philosophy is carried over to the larger restaurant community. When Toast products are highlighted, show how it is embedded into every flow of service. When the restaurant is highlighted, emphasize how it connects to the fabric of the restaurant community.
Running a restaurant is chaos, creativity, and passion—with Toast at the center of it all. Interconnecting icons should always be restaurant focused, even when copy and photography are removed. A larger illustration or pattern should always feature food and restaurant items.
When we connect icons together, we start to form a mural about the day in the life of a restaurateur. Below are some guidelines on how to create patterns and textures using the brand iconography.
Darker variants of the brand colors can be overlaid to create a sense of depth in the pattern. See the Primary Palette for tints and shades of the Brand Colors. Patterns should be monochromatic to give them a cleaner look and feel.
When highlighting a key object – like a Toast product or a restaurant – ensure that it sits at the center and connects with other Toast solutions and restaurant related icons.
Patterns should exclusively use icons for construction. Icons connect in a strict grid layout and should all be the same size. Use icons from different categories to create a larger pattern that represents the restaurant story you’re trying to tell. Be careful with sizing; we recommend a 3x3 icon grid to prevent the pattern from becoming overly complex and maze-like.
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Emphasizing Toast as an End-to-End Solution
Placing Toast at the Center
Using Photography and Renderings
Simple Illustration with Background
In the scenario where a product image is being used, the elements represent all that the device enables. Make sure icons run fully behind the photo and are connected on either side of the device.
In the scenario where white is the background color, the iconography should be set in Mist Grey and its variants. The icons should run fully behind the product render and connect to either side of the device.
