B G
BISTRO GAMBRINUS BRAND IDENTITY anna kocherovsky spring 2011 dai 325
Communication Brief 05 Brand Map 06 BASIC ELEMENTS The Symbol 08 Safety Area 09 Basic Logo: Abbreviated 10 Color 11 Use on Different Backgrounds 12 Primary Typography 13 Secondary Typography 14 Logo in Black & White 15 Master Logo Do’s and Don’ts 16 STATIONERY SYSTEM Business Card 19 Letterhead 20 Menu 21 COMMUNICATIONS Advertisement Full Page 23 Advertisement Half Page 24 ADDITIONAL APPLICATIONS Apparel 26 Mugs 27 Other 28
Communication brief Lets Eat & Drink Like Kings, Zakuski and Vodka for All...
Bistro Gambrinus is a unique spot in the city that manages to have a very diverse vibe. San Francisco is known for so many niche sub cultures, but this is one of the places where I see these sub cultures diverge and come together. My goal is to make this point relevant within the logo and brand identity of the bar. Bistro Gambrinus has been around for over twenty years serving unique dishes, specifically of the Eastern European and Russian variety. What is especially refreshing is that the plates served for you are contemporary in style and taste, when often Russian cuisine fails to do that. The spot is popular for both its food and beer, withhundreds of foreign beers on tap. Old Russian men amongst young USF jocks can be seen watching the game, next to famillies celebrating birthdays and cheering in Russian - it is really a multi cultural and non-ageist community. The location is full of neons and beer signage, with wooden tables and golden accents - the flat screens buzz all around you but not in an obtrusive way. It is typically very busy and loud.
My target is the young, hip american community to further understand and appreciate Eastern European trends and culture. He or she is between 20 and 30, lives with friends, roommates or spouse, and loves to go out and explore unique food - after all, thats largely what living in San Francisco is about. He or she loves sports, and loves the communal vibe of rooting for a team. He or she is willing to try new and great sensory experiences, from borscht to pickled herring with beer. The new brand identity is meant to freshen up an already well established community. Bistro Gambrinus is unique in that there is very few competitors. Other than the few russian shops on Geary and Cafe Prague in the financial district, BG is the only one that combines russian cuisine and a bar like contemporary feel. They bring quality food to the table, and an exotic-”far east” feel to Americans who are intrigued. Their setbacks are subjective; the decor to me seems outdated and its dark in there. Their colorscheme is brooding and unappealing of maroons and forest
greens. Their logo has a lowercase g instide of an uppercase B, surrounded by an oval and fork and knife as if its on a platter. Cliche, typical and expected. The message I’m trying to convey is that Bistro Gambrinus can be much friendlier and can showcase their exotic food service in an americanized, contemporary way. What you get here is quality in food and service, by real russians whose mothers and grandmothers have been making them this food for generations. The design is intended to be classic looking, with an etched image feel, with a serif font that looks traced or embellished, thats supposed to appear ‘manly’, but friendly all the same. The images are of “manly men”, or “beer”, or “swords, crowns and symbols of royalty, alpha-maleness, and the concept of ‘eating like kings’. The audience should be able to look at the logo and feel important, deserving of quality food, soething they’d go in for after a hard day at work, to eat and drink and be merry with friendly locals. The design wil be bolder, less scattered and consistent throughout decor, menues, etc.
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Brand map Brand Ideation Map
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Sketching out ideas for BG identity.
basic elements
The symbol
Logo should appear on all Bistro Gambrinus visual media & communications.
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The Logo should be treated as artwork, not as typography. Never manipulate the artwork or any part, image or text, in any way. Please keep the Logo free of any manipulating effects such as drop shadows, glows, outlines, bevels, etc.
Safety area A
A
Logo must appear on front cover/surface of all Bistro Gambrinus promotions and official materials. Surrounding space maust be minimally half the width of the logo. (See Figure A).
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Basic Logo Alternative A
A
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Bistro Gambrinus v.2: Wide verison for elongated fields. Please use logos’ height as clear space. Colors, images and fonts are the same. All do’s and don’ts apply. This second logo will be applied to all full color publications
Master Logo Colors PANTONE 3435 C RGB: 0 70 49 HEX: #004631
PANTONE 1245 C RGB: 199 147 22 HEX: #C79316
Master Logo colors should be exact these two PANTONE hues only. It should never be represented in any other colors. Use only 100% of the hue tone. Insist on accurate color matching, as poor color hues will weaken the effect of the logo itself.
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Use on
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different backgrounds
Here are some samples on how to correctly use the Logo with various backgrounds. Background colors of different values are recommended, in either lighter or darker than that of the logo. Textured/photo backgrounds are welcome.
Primary typography Colonna MT Regular
abcdefghijklmnopqrstuv wxyz ABCDEFGHIJKLMNOPQRS TUVWXYZ 1234567890&.,:;’$¢%!?(*)
A key factor in the new branding is its distinct typography. Using a consistent family of typefaces visually reiforms the identity of BG. Collona BT is intended for bold Header 1-3 word phrases.
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Secondary typography Humanist 521BT REGULAR
Humanist 521BT LIGHT
abcdefghijklmno pqrstuvwxyz ABCDEFGHIJKL MNOPQRSTUVW XYZ 1234567890& .,:;’$¢%!?(*)
abcdefghijklmnop qrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWX YZ 1234567890& .,:;’$¢%!?(*)
Kings eat & drink like
Example of effective primary and secondary typography use
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A key factor in the new branding is its distinct typography. Using a consistent family of typefaces visually reiforms the identity of BG. HUMANIST is intended for sub headers and body text.
Logo in black & white Expectations for black and white versions.
do The Master Logo may also be viewed in black an white should color
dont The Master Logo may not be reproduced on black background with
be unavailable. The logo may only be viewed as black ink on white background.
white or any other light colors; the foreground must always be a darker color than the background.
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Master Logo dos and donts How to Use the Logo, the Exceptions and Incorrect Usage do DO use the original logo. DO use its original proportions. DO keep BISTRO GAMBRINUS as the only message within the master logo. DO give the logo its requested clear zone & space. DO make the logo a minimum of 1.5� wide in print and a minimum of 125 px wide on screen. DO place the logo on a clean (preferably white) background for powerful, minimalist and modern look DO place the logo always on a pure white background, #FFF. DO use the logo as a visual. DO separate the master logo from mastheads, titles, or other typographical elements. DO frame the logo in white should the background be an image; or use alternate logo #3 where white space is not an issue. Which best fits is up to the presentor. Fig. A
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dont DONT redraw or rewrite the logo. DONT stretch or distort the logo. DONT add elements to the logo. DON’T stack or group the logo with other elements.
The
Master Logo.
DONT make the logo smaller than 1.5” wide in print or 125 px wide on screen. DON’T place the logo on similar values or outline the logo to help it stand out. In the event the logo is layered over a photo for the purposes of advertising or communications, place the logo in a neutral, uncluttered space on the photograph. Nothing in the background should distract from the master logo. DON’T reverse the logo into white on black, as shown under B/W., Fig. B DON’T use the logo in a line of text. Fig. C
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v
stationary
1.31” 0.25”
Business card Size 3.5” x 2”
Anna Kocherovsky Communications Manager Bistro Gambrinus at Fulton and Masonic Street San Francisco, CA 94122 anna@bistrogambrinus.com T 555.555.555 bistrogambrinus.com
Color PANTONE 3435 C PANTONE 1245 C And Standard Black. Paper NewLeaf ncoated “Imagination” White 90lb Type Specifications Employee name is in all caps left justified in 10pt; Position in 9pt; All other information in 7pt in 6pt leading. The telephone numbers are set at 6pt. Exceptions In any case where the email address or name is too long, use type size one smaller than the current.
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Letterhead Size 8.5”x11” Color PANTONE 3435 C PANTONE 1245 C And Standard Black. Paper NewLeaf “Imagination” White 24lb Type Specifications All text set at 11pt Arial Regular with leading of 10pt. Electronic Letterhead A Microsoft Word Template, with the logo and address line embedded, is available for use when an emailable letter is necessary or when printing in-house.
0.5”
1.5”
1”
BISTRO GAMBRINUS Bar & Grill
Date Addressee’s Name Company Name Address City, State Zip Salutation: This letter demonstrates the recommended typing format for all correspondence and is an integral part of the letterhead design. The date is top-aligned at 2 inches from the top edge of the paper and 1.25 inches from the left edge, thus setting the margin for the entire letter. The addressee’s name is positioned flush left, two spaces below the date. Title, company name, etc. are positioned flush left under the addressee’s name. The salutation appears three spaces below the address. The body of the letter begins two spaces below the salutation, using single spacing between lines and double spacing between paragraphs. There are no indentations. The maximum line length should not exceed 6.25 inches. All letters should be typed in Times Roman 10pt, with 12pt line spacing. A double space separates the body of the letter from the complimentary close, with four spaces to the name of the sender and the title. Complimentary close, Name of sender Title CC:
address of location goes here as well as teh website
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0.5”
menu
1.25” Size 8” x 14” , - “Legal”
1.25”
Main Courses Gambrinus is a legendary king of Flanders. King Gambrinus, known as “the patron saint of beer” has long been a universal symbol of beer and brewing. is a tribute to king Gambrinus, we bring you finest selection of beers and great food. Try our hard to find European beer selection and awesome menu with eastern European hints as well as American classics.
Hungarian goulasH bigos lamb cHops baby-back ribs
Traditional meat and cabbage stew 14 Marinated lamb chops with salad and homemade potatoes 20 With salad and homemade potatoes 18
beef stroganoff
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stuffed cabbage rolls
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pork or cHicken scHnitzel
With salad and homemade potatoes 15
lamb kabob
With salad and homemade potatoes 19
Hunter’s sausage german bratwurst bavarian sausage russian sausage gambrinus mixed grill plate
Paper NewLeaf “Imagination” Creme 24lb Type Specifications Type of Menu: Collonna MT in Green, 44pt BG Description: Garamond MT Italic Green, 12pt Menu Item: Humanist MT Regular Orange 12pt, 12pt Leading Menu Item Description: Garamond MT Regular 11pt, 12pt Leading
With german coleslaw and homemade potatoes 15
cHicken kabob
“pelmeni” traditional russian ravioli
1.5”
Beef stew with bell pepper, paprika and onion. Served homemade potatoes 16
Color PANTONE 3435 C PANTONE 1245 C And Standard Black.
Chicken or beef served with sour cream or garlic butter 10
Image Samples: 4 Maximum, 1.5” squared.
Smoked beef and pork sausage with german coleslaw and homemade potatoes 14 Grilled white pork sausage with german coleslaw and homemade potatoes 12
These are to be ready-to-print menus that are likely to change with time.
Boiled veal sausage with german coleslaw and homemade potatoes 12 Beef and pork sausage with german coleslaw and homemade potatoes 14 Baby Back Ribs, Lamb Chops, Chicken Kebob, Steak, Hunters and Russian Sausage served with salad and homemade potatoes. Good for five/ten people. 100/190
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communications
.25”
Adverstisement: full page
1.75”
BISTRO GAMBRINUS INVITES YOU TO JOIN US IN CELEBRATING OUR
O
1.75”
Color CMYK Paper NewLeaf Semi Gloss “Imagination” White 24lb
ANNUAL
ktoberfest
Type Specifications Welcome Message: Humanist All Caps Roman at 12pt, leading at 26pt.
Beer Tasting Event
WHEN WHERE FEE
Size 8.5”x11”
5” Next Saturday, 7pm Our Location
Everything within upper green area is open to creative expression as far as arrangement of information. Proceed with familiar font families and must be in same Orange hue. Image area is flexible as long as it is consistently 3.3” in height - can be one, two or collage of several images.
$25 to Start
3.3”
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Advertisement half page
.5”
O
3.5”
1.5”
ANNUAL
ktoberfest Beer Tasting Event
Size 8.5” x 5.5” Color CMYK Paper NewLeaf Semi Gloss “Imagination” White 24lb Type Specifications Everything within upper green area is open to creative expression as far as arrangement of information. Proceed with familiar font families and must be in same Orange hue. Image area is flexible as long as it is consistently 1.5” in height - can be one, two or collage of several images.
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Identity website
The website will reflect BG’s Identity in its preference for white space, the logo and headline. See online mock here: http://userwww.sfsu.edu/~akochero/ex6/03_external_swfs.html
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additional applications
tshirt
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Restaurant napkins
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Anna Kocherovsky DAI 325 Spring 2011
Master Logo Colors Description
Master Logo colors should be exact these two PANTONE hues only. It should never be represented in any other colors. Use only 100% of the hue tone. Insist on accurate color matching, as poor color hues will weaken the effect of the logo itself.
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