Higuera Brewing Company Standards Manual by alexd753

BRAND STANDARDS MANUAL

T H E R E VO L U T I O N I S B R E W I N G

TABLE OF CONTENTS

2 Introduction 3 4 12

Family of Marks the primary mark the word mark

21 22 24 26 27 28

Identity System primary typeface secondary typeface primary color palette secondary color palette graphic elements

31 Business System 33 business card 34 letterhead 36 envelope 39 Applications 40 coaster series & tulip glass 42 beer menu 44 employee polo 46 brewery rendering 48 signage 50 website

HIGU ER A BR EWING CO. BR A ND STAN DARDS MAN UAL 1

INTRODUCTION Brand message Located in downtown San Luis Obispo, Higuera Brewing Company strives to share great beer with California’s Central Coast and beyond. Our brewery serves as an expression of both the county’s exquisite wine and craft beer making. Since humans have been making beer for about 8,000 years, we believe there’s many types of beer that people have never tried before. Therefore, we experiment with barrel-aging, wild fermentation, and wine-making techniques to create our unconventional beer. By utilizing those brewing methods, we believe that we are at the forefront of a beer revolution. Come see what’s brewery. Purpose of manual The purpose of this manual is to help current and future users create consistent design that best communicates the goals and objectives of Higuera Brewing Company.

FAMILY OF MARKS

HIGU ER A BR EWING CO. BR A ND STAN DARDS MAN UAL 3

THE PRIMARY MARK Below is the primary full-color logomark for Higuera Brewing Company. It is a two-color mark using: Labvakar (black) and Barrel (gold-brown). The primary mark combines the tilde tulip glass symbol flanked with the tagline “est. 2017”, the name “Higuera”, and the tagline “brewing co.” in a stacked orientation. The combination of these elements is the best way to describe the brewery, and should be used in full-color when possible.

4 FAM I LY O F M A R K S

Safe space The stem combined with the tilde of the tulip glass symbol determines the correct amount of space required on the top, left, and right of the primary mark. The tilde turned vertical is the correct amount of space on the bottom of the primary mark. Do not place any other design elements or written words in this marked safe space.

HIGU ER A BR EWING CO. BR A ND STAN DARDS MAN UAL 5

Tints On the right are the primary one-color options when opacities are available. This mark should only be used when the option for multiple colors is not available. The symbol below is a guide for correct tints. Only 40% and 100% should be used. The Labvakar tinted mark should be used over the Barrel mark unless it is being placed onto a dark background. The white tinted mark should be used on solid black backgrounds or anytime the Barrel mark is not light enough against a background.

40% 100% 40%

6 FAM I LY O F M A R K S

One-color Here are examples of the primary logomark in its one-color options. When one-color printing is the only option and opacities are not available, the primary mark may be printed in Labvakar, Barrel, or white. The Labvakar mark should always be used on lighter backgrounds. Darker backgrounds require use of the Barrel or white version.

HIGU ER A BR EWING CO. BR A ND STAN DARDS MAN UAL 7

Reversed Here are the two examples of the reverse-colored primary logomarks. The Barrel logomark with the Labvakar background should be the default option when a reversed-colored mark is needed. The only instance when white is acceptable for the logomark is when it is reversed or on a black or other dark-colored background.

8 FAM I LY O F M A R K S

Other marks Due to the Higuera Brewing Companyâ&#x20AC;&#x2122;s efforts to be a sustainable, environmentally-friendly brewery, the use of recycled kraft paper is quite common. Here is the primary logomark on kraft paper. When kraft paper is involved, use the markâ&#x20AC;&#x2122;s original colors, Labvakar and Barrel. The colors will look slightly different due to the color of the kraft paper.

HIGU ER A BR EWING CO. BR A ND STAN DARDS MAN UAL 9

Minimum size Here is the primary logomark in its minimum size. The full-color, tinted, and one-color marks all have a minimum size of 2 inches. As seen on the right, the primary logomark has the option of decreasing to a minimum size of 1.5 inches. For legibility issues, this small version does not have the graphic lines within and outside the text â&#x20AC;&#x153;Higueraâ&#x20AC;? and has no tagline or established year. Due to its decrease in legibility on a dark background, the reversed mark has a minimum size of 2.5 inches.

1.5 in.

2 in.

2.5 in.

1 0 FA M I LY O F M A RK S

THE WORDMARK Below is the wordmark for Higuera Brewing Company. It is a two-color mark using: Labvakar (black) and Barrel (goldbrown). It is essentially the primary mark without the tilde tulip glass symbol flanked with the tagline “est. 2017”. It is a combination of the brewery’s name,“Higuera,” and the tagline “brewing co.” It is to be used when the word mark is being placed onto an application that already contains the tulip glass symbol. It should be used in full-color when possible.

1 2 FA M I LY O F M A RK S

Safe space The height of the tittle from the lowercase â&#x20AC;&#x153;iâ&#x20AC;? in Higuera determines the correct amount of space required on the top, left, and right of the wordmark. The tittle plus half a tittle is the correct amount of space on the bottom of the wordmark. Do not place any other design elements or written words in this marked safe space.

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 13

Tints On the right are the wordmarkâ&#x20AC;&#x2122;s one-color options when opacities are available. This wordmark should only be used when the option for multiple colors is not available. The symbol below is a guide for correct tints. Only 40% and 100% should be used. The Labvakar tinted wordmark should be used over the Barrel word mark unless it is being placed onto a dark background. The white-tinted wordmark should be used on solid black backgrounds or anytime the Barrel mark is not light enough against a background.

40% 100%

1 4 FA M I LY O F M A RK S

One-color Here are examples of the wordmark in its one-color options. When one-color printing is the only option and opacities are not available, the wordmark may be printed in Labvakar, Barrel, or white. The Labvakar mark should always be used on lighter backgrounds. Darker backgrounds require use of the Barrel or white version.

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 15

Reversed Here are the two examples of the reverse-colored wordmarks. The Barrel wordmark with the Labvakar background should be the default option when a reversed-colored word mark is needed. The only instance when white is acceptable for the wordmark is when it is reversed or on a black or other dark-colored background.

1 6 FA M I LY O F M A RK S

Other marks Due to the Higuera Brewing Companyâ&#x20AC;&#x2122;s efforts to be a sustainable, environmentally-friendly brewery, the use of recycled kraft paper is quite common. Here is the wordmark on kraft paper. When kraft paper is involved, use the markâ&#x20AC;&#x2122;s original colors, Labvakar and Barrel. The colors will look slightly different due to the color of the kraft paper.

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 17

Minimum size Here are the wordmarks in their minimum size. Due to the decrease in legibility on a dark background, the reversed wordmark has a minimum size of 2 inches; however, that can be decreased to 1.5 inches without the tagline. The full-color, tinted, and one-color wordmarks all have a minimum size of 2in. The wordmark has the option of decreasing to a minimum size of 1.5 inches without the graphic lines within and outside â&#x20AC;&#x153;Higuera.â&#x20AC;? The wordmark can be decreased to 1 inch without any graphic elements or tagline and must be in Labvakar for legibility.

1 8 FA M I LY O F M A RK S

2 in.

1.5 in.

2 in.

1.5 in.

1 in.

Misuses to the primary mark and wordmark

Do not rotate the mark.

Do not change any colors of the mark without approval.

Do not skew or distort the mark.

Do not add a drop shadow to the mark.

Do not move or rearrange any elements in the mark.

Do not change any of the typefaces within the mark.

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 19

IDENTITY SYSTEM

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 21

PRIMARY TYPEFACE: GILL SANS The primary typeface of Higuera Brewing Company is Gill Sans. It is the type used in the taglines on all logomarks. It is also used for the slogan on applications. It is also used as headers as seen above. It should never be used in the light weight because it becomes too similar to the body text. It should be used most commonly in bold and in the color Labvakar.

regular

italic

ABCDEFGHIJKLNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789?!ñ€$@#%^&*_+-=[ ](){}:“”

2 2 IDE NT I T Y SY ST E M

extra bold

ultra bold

ABCDEFGHIJKLNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789?!ñ€$@#%^&*_+-=[ ](){}:“”

0123456789?!ñ€$@#%^&*_+-=[ ]() {}:“”

bold

bold italic

ABCDEFGHIJKLNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789?!ñ€$@#%^&*_+-=[ ](){}:“”

condensed

bold condensed

ABCDEFGHIJKLNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789?!ñ€$@#%^&*_+-=[ ](){}:“”

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 23

SECONDARY TYPEFACE: PALATINO The secondary typeface of Higuera Brewing Company is Palatino. It is the type used in all body text on this standards manual and other applications. When used for body text it should always be in the light weight to contrast it against the primary typeface. It should only used in the color Labvakar.

roman

italic

ABCDEFGHIJKLNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789?!ñ€$@#%^&*_+-=[ ](){}:“”

2 4 IDE NT I T Y SY ST E M

light regular

light italic

ABCDEFGHIJKLNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789?!ñ€$@#%^&*_+-=[ ](){}:“”

medium

medium italic

ABCDEFGHIJKLNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789?!ñ€$@#%^&*_+-=[ ](){}:“”

condensed

bold italic

ABCDEFGHIJKLNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789?!ñ€$@#%^&*_+-=[ ](){}:“”

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 25

PRIMARY COLOR PALETTE The primary color palate of Higuera Brewing Company is made up of Labvakar (black), Barrel (gold-brown), and white. These three colors are used in all of the logomarks and should be the dominate colors in all applications.

Labvakar Pantone black 6C R:17 G:24 B:32 C:81 M:71 Y:59 K:75 HEX: 111820 Barrel Pantone 4515C R:182 G:162 B:105 C:30 M:31 Y:69 K:2 HEX: B6A269 White R:255 G:255 B:255 C:0 M:0 Y:0 K:0 HEX: ffffff

2 6 IDE NT I T Y SY ST E M

PRIMARY COLOR PALETTE The secondary color palate of Higuera Brewing Company is made up of the color of kraft paper and Barley (beige). These two colors are used to complement the logomarks in applications.

Kraft paper other

Barley R:248 G:246 B:231 C:2 M:1 Y:9 K:0 HEX: F8F6E7

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 27

GRAPHIC ELEMENTS

Tulip glass symbol

Higuera H symbol

2 8 IDE NT I T Y SY ST E M

The tilde tulip glass symbol is the most important graphic element and is used in logomarks and applications as a visual identifier of the business. It should always be displayed using the three colors from the primary color palette: Labvakar (black), Barrel (gold-brown), or in white.

Outlined shadow

The Higuera H symbol is used in place for logomarks when they are smaller than an inch and also in applications as a visual identifier of the business. It should always be displayed using the three colors from the primary color palette: Labvakar (black), Barrel (gold-brown), or in white.

Rounded lines

An outlined shadow is another important graphic element found in both the logomarks and applications. The are always on the right and bottom side of the shadowed object.

Lines are another important graphic element as seen in both the logomarks and applications. It is always rounded on the ends.

Slogan pattern

Logo pattern

T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E V O L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E V O L U T I O N I S B R E WI N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E V O L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E V O L U T I O N I S B R E WI N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G • T H E R E VO L U T I O N I S B R E W I N G

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 29

BUSINESS SYSTEM

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 31

3 2 B U SI N E SS SY ST EM

BUSINESS C ARD Higuera Brewing Company’s business card is 3.5 inches wide by 2 inches high. It is printed on 240lb cardstock. The front of the business card features the Higuera Brewing Company’s wordmark with the slogan underneath on a Barley background. The back has the tilde tulip glass symbol on the right side and the information field on the left. The top and bottom of this field aligns with the top and bottom of the symbol. The contact information is set in 9pt. Gill Sans with 12pt. leading. The owner’s name and website are in bold with additional tracking of 30 on the website. The owner’s title and website are in Barrel and all other type is in Labvakar. The owner’s title is in italic and the email, phone number, and address are in regular.

Front

Back

actual size

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 33

LETTERHEAD Higuera Brewing Companyâ&#x20AC;&#x2122;s letterhead is 8.5 inches wide by 11 inches high. The wordmark is used on a Barley background that bleeds to the edge on all sides. Below the wordmark is an contact information field that contains the breweryâ&#x20AC;&#x2122;s address, phone number, and website, which is set in 9pt. Gill Sans in bold with 18pt. leading. The information is regular Gill Sans and in Labvakar, except for the website, which is bold and in Barrel. The letter itself is to be set in Labvakar 10pt. light Palatino with 14pt leading. If the letter is written in a word processing program 1.6 line spacing should be used, with hard returns for line spacing. The text box for the letter is positioned 2 inches from the top, 1 inch from the right, 3 inches from the left, and 1 inch from the bottom. The first line in the text box is in line with the last line of the information field. The brewery slogan is repeated three times in a single line on the bottom of the coverletter.

3 4 B U SI N E SS SY ST EM

actual size

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 35

ENVELOPE The size of Higuera Brewing Companyâ&#x20AC;&#x2122;s envelope after it is folded is 4.125 inches wide by 9.5 inches tall; which is equivalent to a no.10 envelope. The same combination of the wordmark with the information field (minus the phone number and website) from the letterhead is used for the return address on the front of the envelope. The total letterhead element on the envelope is 0.6 inch from the top, 0.8 inch from the left, 6.5 inch from the right, and 2.4 inch from the bottom. The envelope is made from recycled kraft paper. The back sideâ&#x20AC;&#x2122;s structure has the color Barrel to separate it from the flap. The back flap of the envelope opens at the side and contains the repeating slogan pattern.

3 6 B U SI N E SS SY ST EM

actual size

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 37

APPLICATIONS

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 39

COASTER SERIES

4 0 AP PLI C AT I O NS

TULIP GLASS actual size

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 41

BEER MENU Details

• Cream cardstock paper. • Clipboard made from recycled wood that is a half an inch thick.

• Printed menu is 6.75 inches wide and 9.5 inches tall.

• Wooden clipboard is 8.5 inches at its widest point and 11inches tall.

4 2 AP PLI C AT I O NS

P l i tv i c e P i l s d ry-h o ppe d C z e ch -st yle p i l s n er / 4 . 7 %

B el gi a n - s t y l e s a i s on a l e w ith ry e / 6.5%

w i l d a l e w i t h Ca l i f or n i a h one y suckle / 5%

q u a d r u p el a l e w i t h goos e b e rrie s / 12.5%

5 10

b a r rel - a ged i m p er i a l b row n a le / 14%

DA R K

3 8 0 H i g ue ra S tre e t Ame ri can -st yle bl o n d e a l e / 6 %

S i ns he i me r Schwarz bier actual size

G er m a n - s t y l e b la ck la ge r / 5%

HOPPY

Labvakar B a l t i c - s t yle p orte r / 7 .5 %

A na rchy A mb e r Ame ri can -st yle am be r al e / 5 . 2 %

Cho rro I PA si n g le h o p i n d i a pal e al e / 6 . 7 %

S P E C I A LT Y

I nsub o rd i na ti o n i m pe ri al i n d i a pale al e / 1 0 %

Tis t he Saison Good Vibes

CHOOSE YO U R SIZE

Buch on de Garde

16oz

G ooseberry Q uad

12oz

4oz

s t r on g p a l e a l e w i t h p i pp in a p p le s / 8%

Ol de r tha n t he M ission t ast e r

t u li p

pint

• T H E R E VO L U T I O N I S B R E W I N G •

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 43

EMPLOYEE POLO

4 4 AP PLI C AT I O NS

Embroidered primary logomark Employee name tag

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 45

BREWERY RENDERING 380 Higuera St.

4 6 AP PLI C AT I O NS

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 47

2ft. 4in.

SIGNAGE

front view

Banners

• Vertical weather-proof vinyl banner.

8 ft. 2 in.

• The banners are connected to the adjacent building using a steel rod at the top and string at the bottom.

• The banners are 8 feet 2 inches tall and 2 feet 4 inches wide.

• The banners are 8 feet above the ground. 8 ft.

brick wall

4 8 AP PLI C AT I O NS

front view

Main brewery sign 5 ft.

• Higuera Brewing Company’s main brewery sign is a white word mark logo made into semi-transparent acrylic sign.

• It becomes illuminated at night by

15ft. 3in.

internal LED lights.

• The sign is 5 feet tall and 15 feet 3 inches wide.

side view

• The sign is raised off of the brick surface of the building by 1 foot.

brick wall

15 ft.

raised surface

• The sign is 15 feet above the ground.

acyclic sign

1ft.

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 49

MOBILE WEBSITE

5 0 AP PLI C AT I O NS

actual size

HIGU ER A BR EWING CO. BR A ND STA N DARDS MAN UAL 51

actual size

5 2 AP PLI C AT I O NS

T H E R E VO L U T I O N I S B R E W I N G