Sea Salt & Bones Brand Guideline

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A B O U T

U S

Sea Salt and Bones is a Barber Shop located in Ocean City Maryland right on the docks. Established in 1995, we’re proud to be opening a new location in Baltimore.


CO N T E N TS 2

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LOGO

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T Y P E FA C E

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COLOR GUIDE

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P H O T O T R E AT M E N T

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S TAT I O N E R Y

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LETTERHEAD

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STORE

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INTERIOR

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UNIFORMS

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TOOLS


L O G O Our logo is the face of our brand, we want people to recognize our symbol anywhere. It is important that our logo stays consistent in all uses and variations.

V E R S I O N

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V E R S I O N

Minimum Size:

Minimum Size:

1” x 1”

. 7 5 ” x . 6 61 3 ”

M A R K

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A P P L I C AT I O N S When our logo is placed on solid colors or colored backgrounds, this guide should be followed for selecting logo colors.

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T Y P E FAC E S Our fonts and the way we use them play an important role in our brand identification. Logofonts may not be used in any body or headline font, as they may conflict with the logo and hierarchy of the piece. Be sure to align type against any photo or object that may be sitting next to the type. If that does n o t a p p l y, a l i g n t y p e l e f t .

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F O N T FAC E S F ira Sans - Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 *Recomended for Headlines or Subheads

F ira Sans - Heavy Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 *Recomended for Headlines or Subheads

L O G O F O N TS

MOONSHINER - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Museo Slab - 700 ABCDEFGHIJKLMNtOPQRSTUVWXYZ

F ira Sans - Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 *Recomended for bodycopy

F ira Sans - Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

*Recomended for bodycopy

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CO L O R

G U I D E

Our design is to be recognizable as nautical and masculine from our three main colors. The primary color used in our designs is our Navy Blue with o u r s e c o n d a r y Ta n f o r o v e r l y i n g e l e m e n t s . Bone is primarily used for background colors.

TO N E S Under no circumstances may you alter any of the brand colors. These are key elements to recognizing us as a brand. Yo u m a y o n l y c h a n g e o p a c i t y.

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B O N E

N AV Y

B L U E

TA N

C M Y K : 7. 5 . 6 . 0

CMYK: 100.99.21.31

CMYK: 32.41.56.3

RGB: 234, 234, 232

RGB: 0, 0, 102

RGB: 175, 145, 117

HEX: #EAEAE8

HEX: #000066

HEX: #AF9175

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P H OTO S T Y L E

T R E ATM E N TS 1

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S T E P

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CHOOSING A PHOTO— Not just any photography will do for our brand. All photographs for “Style 1” must have focuses of boats, docks, sails, or nautical items. Photos chosen for “Style 1” are normally scenes and do not have a focus on h u m a n s . Av o i d u s i n g p h o t o s w i t h p e o p le i n t h e m unless they are small.

S T E P

2

G R AY S C A L E — N o w c o n v e r t t h e p h o t o g r a p h y t o grayscale. Make sure that the contrast is not drastic, as you do not want specific items to stand out and distract from overlying elements.

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3

S T E P

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COLORIZING— Create a color layer with our Navy Blue color above the black and white image. Set l a y e r p r o p e r t y t o “ c o l o r ”, T h e n c r e a t e a n o t h e r b l u e layer and apply layer property “multiply” with an opacity of 70%.

S T E P

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HALFTONE— Apply a color halftone texture with a maximum radius of 4px to the black and white image after it is scaled to the correct size for its intended usage. This is very important because it keeps the size of the dots used to create the texture around the same size.


S T Y L E

2

1

3 2

S T E P

CHOOSING A PHOTO— Photos selected for “Style 2”

U SAG E O F P H OTO T R E ATM E N TS

a r e u s u a l l y o f p e o p l e o r m o d e l s . Tr y t o f i n d i m a g e s

“Style 1” is primarily used for backgrounds or

of sailors with facial hair or men on boats for this

t o a p p l y c o l o r t o e l e m e n t s . Ta n c o l o r e d t e x t o r

photo treatment.

elements may be placed on top of items with this

S T E P

1

1

G R AY S C A L E — C o n v e r t t h e i m a g e t o g r a y s c a l e w i t h a great ammount of contrast between the graytones.

S T E P

treatment. “Style 2” is used for photography of models or advertisements. If logo or elements are placed on top of this treatment, they are to be Navy Blue or Bone so that they do not blend into the photo.

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C O L O R I Z I N G — C r e a t e a n e w l a y e r w i t h o u r Ta n color above the black and white image. Set layer p r o p e r t y t o “ c o l o r ”.

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S TAT I O N E RY

S E T

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M E A S U R E M E N TS No items may be changed in size, scale, c o l o r, o r o r d e r. B o d y c o p y f o r l e t t e r m u s t b e 8 p t s o t h a t h e i r a r c h y o f t h e l e t t e r i s c l e a r.

S PA C I N G 1” from the top LOGO SIZE 1.5” x 1.5”

F ira Sans Book Italic 8pt/13pt 140 tracking

LOGO SIZE 1.5” x 1.5” 3” from top S PA C I N G 0.85” from the side

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S PA C I N G 0 . 4 2 ” f r o m t o p a n d l e f t s i d e F ira Sans Heavy Italic 12pt/15pt 140 tracking F ira Sans Book Italic 8pt/13pt 140 tracking

LOGO SIZE 1.7” x 1.5”

F ira Sans Book Italic 7pt/12pt 140 tracking

centered

S PA C I N G 0.2” from top and left side

144th St Coastal Highway O cean City, MD 21884 seasaltandbones.com

MARK SIZE 0.76” x 0.82” centered 12


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BA R B E R

S H O P

I N T E R I O R

We always seek classic historic buildings for our locations. We conver t these well seasoned establishments into rustic modern e n v i r o n m e n t s f o r o u r g u e s t s t o e n j o y.

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U N I F O R M S Our Uniforms are traditional heavy canvas aprons and striped shirts with our logo attached. Our barbers are required to wear high end casual wear with our required apron.

MARK SIZE 2� x 2�

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TO O L S We f ind that the best way to get things done, is to do them ourselves. That is why we often customize or produce our own tools of the trade and products.

These items are in every location. They establish our brand and keep the atmosphere consistent.

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S H O P Sometimes our tools or products are so good, we just have to share them. These are a few of the items we use and sell at every location.

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