FDA Style Guide (Draft) by Ahmad Yilmaz

BRAND GUIDE J a N u A rY 2 0 1 9

FaMoUs DaVe’S BrAnD GuIdE

TABLE of CONTENTS InTrOdUcTiOn

OuR TeXtUrEs

back to our roots......................................................... 3

texture backgrounds................................................. 19

OuR LoGo

OuR GrApHiCs

script wordmark (light backgrounds)................... 5

graphic icons............................................................... 21

script wordmark (dark backgrounds)................... 6

to go, delivery, catering, & online ordering ...... 22

stacked wordmark (light backgrounds)............... 7

graphic elements........................................................ 23

stacked wordmark (dark backgrounds)............... 8

graphic elements (cont’d)........................................ 24

bottle cap logo (light backgrounds)...................... 9 bottle cap logo (dark backgrounds)...................... 10 logo whitespace.......................................................... 11 incorrect logo usage.................................................. 12

OuR VoIcE & ToNe our personality............................................................ 26 our tone......................................................................... 27 our tone (cont’d)......................................................... 28

OuR TyPoGrApHy core typography.......................................................... 14 decorative typefaces.................................................. 15

BrAnD ApPlIcAtIoN brand applications.............................................. 30-36

OuR CoLoRs brand palette................................................................ 17

BrAnD GuIdE 2019 | X

InTrOdUcTiOn

BaCk To OuR

roots

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum. Azril delenit augue duis dolore te feugait nulla facilisi. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

BrAnD GuIdE 2019 | X

logo Our

ScRiPt WoRdMaRk | LiGhT BaCkGrOuNdS

WoRdMaRk

RuStIc WoRdMaRk

WoRdMaRk WiTh SlOgAn

RuStIc WoRdMaRk WiTh SlOgAn

BrAnD GuIdE 2019 | X

ScRiPt WoRdMaRk | DaRk BaCkGrOuNdS

WoRdMaRk

RuStIc WoRdMaRk

WoRdMaRk WiTh SlOgAn

RuStIc WoRdMaRk WiTh SlOgAn

BrAnD GuIdE 2019 | X

StAcKeD ScRiPt WoRdMaRk | LiGhT BaCkGrOuNdS

StAcKeD WoRdMaRk

RuStIc StAcKeD WoRdMaRk

StAcKeD WoRdMaRk WiTh SlOgAn

RuStIc StAcKeD WoRdMaRk WiTh SlOgAn

BrAnD GuIdE 2019 | X

StAcKeD ScRiPt WoRdMaRk | DaRk BaCkGrOuNdS

StAcKeD WoRdMaRk

RuStIc StAcKeD WoRdMaRk

StAcKeD WoRdMaRk WiTh SlOgAn

RuStIc StAcKeD WoRdMaRk WiTh SlOgAn

BrAnD GuIdE 2019 | X

BoTtLe CaP LoGo | LiGhT BaCkGrOuNdS

StAnDaRd BoTtLe CaP

RuStIc BoTtLe CaP

BrAnD GuIdE 2019 | X

BoTtLe CaP LoGo | DaRk BaCkGrOuNdS

StAnDaRd BoTtLe CaP

RuStIc BoTtLe CaP

BrAnD GuIdE 2019 | X

LoGo WhItEsPaCe

minimum clear space requirements Proper use of clear space ensures visual impact and legibility of the logo. When calculating the minimum amount of clear space please follow the guidelines provided here. Additional clear space is preffered whenever possible.

BrAnD GuIdE 2019 | X

InCoRrEcT LoGo UsAgE

DiStOrTiNg

AlTeRiNg ThE ArT

incorrect logo usage Here are a few examples of incorrect applications of the logo. It is important that the appropriate version of the logo (light background vs. dark background) is used in

UnApPrOvEd CoLoRs

InVeRtInG CoLoRs

all applications.

RoTaTiNg/SkEwInG

UnApPrOvEd BaCkGrOuNd CoLoRs

OuTlInInG

AlTeRiNg LoGo To TaGlInE SiZe RaTiO

BrAnD GuIdE 2019 | X

typography Our

CoRe TyPoGrApHy

core typography Core typography should always be the main typography used in all Famous Dave’s marketing executions. The typographic style of the Famous Dave’s brand relies on a combination of different typefaces and weights to create an eclectic feel.

HeAdLiNeS

BuRfOrD RuStIc BoOk BoLd

BuRfOrD RuStIc InLiNe ReGuLaR

SantElia Rough Light Two

SantElia Rough Bold Two

P Q R S TU V W X Y Z

PQ R STUVWXYZ

ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456789

A B C D E FG H I J K L M N O

a b c d e f g h i j k l m n o p q r s t uvw x y z 0123456789

ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456789

AB CD EFGHIJK L MN O

a b c d e f g h i j k l m n o p qr s t uvw x y z 0123456789

CARNIVALEE FREAKSHOW ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456789

SuBhEaD Eames Century Modern Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

BoDy Museo Slab 300

Museo Slab 300 Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

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DeCoRaTiVe TyPeFaCeS

decorative typefaces Decorative typefaces are available for applications that need to bring personality to the brand and are meant to evoke a hand-styled/sign-painter feel. Decorative typefaces should be used sparingly and can be paired with either

Matchbook Texture ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Sign Painter HouseScript

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

each other or core fonts. When using these typefaces, care should always be taken to create emphasis and hierarchy. They should be limited to short headlines, signage, artwork, t-shirts, and other similar collateral. Donâ&#x20AC;&#x2122;t overdo it: when combining Decorative typefaces, less is always more.

BuRfOrD RuStIc ExTrUdE TwO

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

LOCAL BREWERY FIVE

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

BrAnD GuIdE 2019 | X

colors Our

CoLoRs

brand palette

ReD

PaNtOnE: 1085 C CmYk: C5 M94 Y88 RgB: R184 G41 B39 HeX: #B82927

BlAcK

PaNtOnE: PROCESS BLACK C CmYk: C0 M0 Y0 K100 RgB: R0 G0 B0 HeX: #000000

WhItE

PaNtOnE: 000 C CmYk: C0 M0 Y0 K0 RgB: R255 G255 B255 HeX: #FFFFFF

Lorem ipsum dolor sit amet, consectetuer

K22

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

BrAnD GuIdE 2019 | X

textures Our

TeXtUrEs

GrUnGe TeXtUrEs

texture backgrounds Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

ReD

BlAcK

WhItE

DaRk GrAy

WhItE

DaRk GrAy

WhItE

WoOd TeXtUrEs

ReClAiMeD BrIcK TeXtUrEs

DiStReSsEd

BrAnD GuIdE 2019 | X

graphics Our

GrApHiC IcOnS

graphic icons

FoRk & KnIfE

ClEaVeR

TrOpHy

1St SeAl

FaMoUs NaTiOn

StAr

FlAmE

UsA MaP

PiG

CoW

ChIcKeN

FiSh

RiBs

SaNdWiCh

SaLaD BoWl

CoRnBrEaD

SaUcE BoTtLe

BeEr

CoCkTaIl

WiNe

BrAnD GuIdE 2019 | X

GrApHiC IcOnS

to go, delivery, catering, & online ordering icons

To Go

DeLiVeRy

CaTeRiNg

OnLiNe OrDeRiNg

BrAnD GuIdE 2019 | X

GrApHiC ElEmEnTs

graphic elements Our Graphic Elements allow art and graphics to be mixed and matched in order to apply to just about anything in the brand ecosystem. They are a great visual alternative to photography or simple type headlines, but can also be combined with those elements to create a range of different looks. These Graphic Elements can be used as single pieces of art or applied as a pattern, depending on the usage. NOTE ON APPLICATION: when using the graphic elements on a large scale (oversized posters, billboards, large enironmental graphics, etc.) it is ideal to scale down the texture as the size of the graphic element increases. For many digital applications, it may be best to use the flat/nontextured versions of the graphic elements.

BrAnD GuIdE 2019 | X

GrApHiC ElEmEnTs

ToRn EdGeS

graphic elements Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam,

ThIcK & ThIn LiNe SePaRaToRs

quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

PaPeR LaBeL StRiPs

ToRn CoRnErS

BrAnD GuIdE 2019 | X

voice & tone Our

OuR PeRsOnAlItY

our personality

FaMoUs DaVe’S Is:

FaMoUs DaVe’S Is N0T:

We’re all about having a good time and making sure everybody else does, too. We’ve always got a wink and a laugh to help people get in the mood for a great night. We’re here to help people celebrate in the most American way – with fun and great food – and we won’t rest until everybody feels like they belong at our big ol’ backyard BBQ. And we make sure that it’s some smokin’ barb- que, no matter how hard we have to work to get it done. We do it up right because it’s the right thing to do.

EVANGELIST

AMBASSADOR

DRIVEN

GOOD OL’ BOY

NURTURER

PROFESSOR

PITMASTER

SCIENTIST

FAMILY SERVANT AMERICAN LEADER

JOKER BRO CLOWN COMEDIAN

BrAnD GuIdE 2019 | X

OuR ToNe

our tone

FaMoUs DaVe’S Is:

FaMoUs DaVe’S Is N0T:

We talk in the third-person plural, “we,” because we’re a big family that’s all about making you one of us. We’re not afraid to rib you (get it?), because we know that’s part of feeling like you belong. We love what we do and we’re proud to do it, and, as much as we joke, we’re always gonna give it to you straight when it comes to what we do

FRIENDLY PASSIONATE REAL

OFF-COLOR ORNERY CONFRONTATIONAL

best – great bar-b-que and great service.

IRREVERENT

SILLY

RESPECTFUL

BOISTEROUS

WELCOMING

SARCASTIC

PROUD

COCKY

BrAnD GuIdE 2019 | X

OuR ToNe

FaMoUs DaVe’S Is:

FRIENDLY We WaNt PeOpLe To FeEl LiKe ThEy BeLoNg AnD We’Re HaPpY To SeE ThEm. “If you love meat, grab a seat.”

IRREVERENT We’Ve AlWaYs GoT A SeNsE Of FuN AnD LoVe WoRdPlAy AnD RhYmEs. “Get sauced.”

PROUD We’Re PrOuD Of OuR FoOd AnD Of WhO We ArE, AnD We’Re NoT AfRaId To SaY It. “There’s no Famous without us.”

PASSIONATE We CaRe AbOuT WhAt We Do BeCaUsE We WaNt To MaKe PeOpLe HaPpY. “The best never rest.”

REAL We’Re LaId BaCk AnD FuN, BuT We SaY WhAt We MeAn. “Proud meat lovers for over 20 years.”

FaMoUs DaVe’S Is N0T:

PUSHY We DoN’T WaNt To TeLl PeOpLe WhAt To Do Or AcT LiKe We KnOw EvErYtHiNg AbOuT ThEm. “You know you want it, so get your butt in here.”

OFF-COLOR We DoN’T UsE JoKeS ThAt MaKe Us SeEm HoStIlE Or ThAt MaKe PeOpLe UnCoMfOrTaBlE. “Lookin’ for the best rack in town?”

ARROGANT We’Re NoT ArRoGaNt, AnD We DoN’T LoOk DoWn OuR NoSeS At OtHeR PeOpLe Or CaLl NaMeS. “No one can ever outdo our ‘que.”

DRAMATIC We DoN’T PuT On A ShOw Or GrAnDsTaNd To PrOvE We’Re ThE BeSt. “We’re revolutionizing the whole world of bar-b-que.”

UNFORGIVING We DoN’T DeFiNe OuRsElVeS By WhAt We DoN’T LiKe. “If it’s not 100% traditional, we’re not interested.” BrAnD GuIdE 2019 | X

application Brand

BrAnD ApPlIcAtIoN

BoUnD MeNu

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BrAnD ApPlIcAtIoN

To Go & BeVeRaGe MeNuS

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BrAnD ApPlIcAtIoN

WeBsItE InTeRfAcE

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BrAnD ApPlIcAtIoN

LoYaLtY ApP

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BrAnD ApPlIcAtIoN

DiGiTaL/PrInT AdS

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BrAnD ApPlIcAtIoN

ReStAuRaNt DeSiGn

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BrAnD ApPlIcAtIoN

BrIcK MuRaL

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FaMoUsDaVeS.CoM

FOR QUESTIONS, EMAIL US AT MARKETING@FAMOUSDAVES.COM