CUE Standards Manual by annamarijaaksi

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THE BARE BONES

STANDARDS MANUAL THE BARE BONES

TABLE OF CONTENTS 4 INTRODUCTION

BUSINESS SYSTEMS

Business Card

Letterhead

Brand Message and Purpose

48 Envelope

FAMILY OF MARKS

Primary Mark

Secondary Mark

20 Secondary Mark Without tag line

50 APPLICATIONS 52 Menu 56 Packaging 60 Website

IDENTITY SYSTEMS

Graphic Elements

Color Palettes

38 Typeface

INTRODUCTION

BRAND MESSAGE AND PURPOSE OF MANUAL BRAND MESSAGE

Cue is a barbecue and grill restaurant in San Luis Obispo, that prides itself in offering our customers a great experience. This means that not only is our food delicious, but our brand visuals and overall identity are carefully thought out. Those visuals should be utilized to unite all differents aspects of our company, thus making us stand out. We are a company that values our enviroment, and supports other local companies by buying our fresh produce from farms nearby. But not only do we value the world we live in, we care deeply for our customers. We truly want their experience with Cue to be the best possible, in every aspect. Caring for our customer as best we can doesn’t only relate to food, but also to the atmosphere and overall quality of our brand. Our visuals were made to communicate that care and friendliness, while still remaining fun and positive. We’re a trendy, newer barbecue restaurant, that wants to offer good barbecue without feeling outdated. Our brand was created to further communicate who we are.

PURPOSE OF MANUAL

This manual was created to guide users to create content that is consistent with our visual brand identity. Please follow the instructions carefully — they are there to help you create materials that will best reach our valued customers. Customers will recognize consistency, and through that an emotional connection is formed, which in turn creates loyal customers. Follow the instructions in this manual, and you can be apart of keeping up an incredibly valuable unified identity system for Cue.

FAMILY OF MARKS 7

PRIMARY MARK

FULL COLOR

BASIC INFO

The primary mark consists of the custom lettered name “Cue”, combined with the tag line “The Bare Bones”, and the information “Grill and Barbecue” and “Est. 2016”. The custom lettered name and all the text are set to Wine Red. The dots, as well as a second version the custom lettered name are set to Fresh Orange. Color details can be found in the Color Palettes section {page 36}. The combination of these elements should be used to represent the company whenever possible. The mark is not to be altered in any way {see page 26 for more specific examples}.

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The minimum dimensions at which the primary mark should be used are 1.3" by 1.2". To ensure good legibility, the mark may not be reduced to a smaller size. To see an example of the primary mark being used at minimum size, see the business card {page 44}.

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The primary logo should always have a certain amount of empty space around it to make sure it stands out. This space should be equivalent or greater than the space between “Est. 2016” and the three orange dots.

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CLEAR SPACE

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PRIMARY MARK

ONE COLOR

BASIC INFO

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When only one color production of the primary mark is available, a Red Wine version of the mark should be used. The one color mark should be used on light backgrounds. The mark is not to be altered in any way {see page 26 for more specific examples}. Note: Black may be utilized when color is not allowed for production.

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CLEAR SPACE

The one color primary mark should always have a certain amount of empty space around it to make sure it stands out. This space should be equivalent or greater than the space between “Est. 2016” and the three red dots.

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The minimum dimensions at which the one color primary mark should be used are 1.3" by 1.2". To ensure good legibility, the mark may not be reduced to a smaller size.

PRIMARY MARK

ONE COLOR REVERSED

BASIC INFO

When only one color production of the primary mark is available, and a reversed out version is required, a Red Wine version of the mark should be used. The one color reversed mark should be used on dark backgrounds. The mark itself should be set in white, and the dots inside the name should match the color of the background. The mark is not to be altered in any way {see page 26 for more specific examples}. Note: Black may be utilized as a background when color is not allowed for production. Make sure to set the mark in white, and to match the dots inside the name to the color of the background.

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The minimum dimensions at which the one color reversed out primary mark should be used are 1.5" by 1.4". To ensure good legibility, the mark may not be reduced to a smaller size.

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CLEAR SPACE

The one color reversed out primary mark should always have a certain amount of empty space around it to make sure it stands out. This space should be equivalent or greater than the space between “Est. 2016” and the three white dots.

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SECONDARY MARK

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FULL COLOR

THE BARE BONES BASIC INFO

The secondary mark consists of the custom lettered name “Cue”, combined with the tag line “The Bare Bones”. The combination of these elements should be used to represent the company only when the primary mark cannot be used because of spatial limitations. The mark is not to be altered in any way {see page 26 for more specific examples}.

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The secondary mark should always have a certain amount of empty space around it to make sure it stands out. This space should be equivalent or greater to the word “the”.

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The minimum dimensions at which the secondary mark should be used are 1.1" by 0.7". To ensure good legibility, the mark may not be reduced to a smaller size. To see an example of the secondary logo being used at minimum size, see the pattern {page 34}.

CLEAR SPACE

SECONDARY MARK

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ONE COLOR

THE BARE BONES BASIC INFO

When only one color production of the secondary mark is available, a Red Wine version of the mark should be used. The one color mark should be used on light backgrounds. The mark is not to be altered in any way {see page 26 for more specific examples}. Note: Black may be utilized when color is not allowed for production.

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The one color secondary mark should always have a certain amount of empty space around it to make sure it stands out. This space should be equivalent or greater to the word “the”.

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CLEAR SPACE

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MINIMUM SIZE

The minimum dimensions at which the one color secondary mark should be used are 1.1” by 0.7”. To ensure good legibility, the mark may not be reduced to a smaller size.

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SECONDARY MARK

ONE COLOR REVERSED

BASIC INFO

THE BARE BONES

When only one color production of the secondary mark is available, and a reversed out version is required, a Red Wine version of the mark should be used. The one color reversed mark should be used on dark backgrounds. The mark itself should be set in white, and the dots inside the name should match the color of the background. The mark is not to be altered in any way {see page 26 for more specific examples}. Note: Black may be utilized as a background when color is not allowed for production. Make sure to set the mark in white, and to match the dots inside the name to the color of the background.

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The one color reversed out secondary mark should always have a certain amount of empty space around it to make sure it stands out. This space should be equivalent or greater to the word “the”.

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MINIMUM SIZE

The minimum dimensions at which the one color reversed out secondary mark should be used are 1.3” by 0.8”. To ensure good legibility, the mark may not be reduced to a smaller size.

SECONDARY MARK

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WITHOUT TAG LINE FULL COLOR

THE BARE BONES BASIC INFO

The secondary mark without the tag line consists only of the custom lettered name “Cue”. This mark should only be used to represent the company as a last resort, when neither the primary or the secondary mark can be utilized because of spatial limitations. As an example, see the website header {page 60}. The mark is not to be altered in any way {see page 26 for more specific examples}.

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The secondary mark without the tag line should always have a certain amount of empty space around it to make sure it stands out. This space should be equivalent or greater to the space between two dots taken from any one of the letters.

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CLEAR SPACE

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MINIMUM SIZE

The minimum dimensions at which the secondary mark without the tag line should be used are 0.8" by 0.4". To ensure good legibility, the mark may not be reduced to a smaller size.

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SECONDARY MARK

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WITHOUT TAG LINE ONE COLOR

THE BARE BONES BASIC INFO

When only one color production of the secondary logo without the tag line is available, a Red Wine version of the mark should be used. The one color mark should be used on light backgrounds. The mark is not to be altered in any way {see page 26 for more specific examples}. Note: Black may be utilized when color is not allowed for production.

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The one color secondary mark without the tag line should always have a certain amount of empty space around it to make sure it stands out. This space should be equivalent or greater to the space between two dots taken from any one of the letters.

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D BATHE RBBARE ECUBONES E EST. 2016 B A D RBE N A CU 0.4 in ILL R E G EST. 2016 THE BARE BONES

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MINIMUM SIZE

The minimum dimensions at which the one color secondary mark without the tag line should be used are 0.8" by 0.4". To ensure good legibility, the mark may not be reduced to a smaller size.

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SECONDARY MARK

WITHOUT TAG LINE ONE COLOR REVERSED

BASIC INFO

When only one color production of the secondary mark without a tag line is available, and a reversed out version is required, a Red Wine version of the mark should be used. The one color reversed mark should be used on dark backgrounds. The mark itself should be set in white, and the dots inside the name should match the color of the background. The mark is not to be altered in any way {see page 26 for more specific examples}. Note: Black may be utilized as a background when color is not allowed for production. Make sure to set the mark in white, and to match the dots inside the name to the color of the background.

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MINIMUM SIZE

The minimum dimensions at which the one color reversed out secondary mark without the tag line should be used are 0.9” by 0.55”. To ensure good legibility, the mark may not be reduced to a smaller size.

CLEAR SPACE

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The one color reversed out secondary mark without the tag line should always have a certain amount of empty space around it to make sure it stands out. This space should be equivalent or greater to the word “the”.

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INAPPROPRIATE USES

T H E BA R E B O N E S

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Never change or alter the typefaces.

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IL Never outline the GRmark.

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Always fill the mark with solid colors, never use patters or gradients.

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Never use unapproved colors on the mark.

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Never reverse the mark with a color.

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Never skew or distort the mark.

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Do use white when reversing the mark, and make sure to match the colors of the dots with the background.

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Do use the secondary mark if the primary mark wonâ&#x20AC;&#x2122;t fit in the designated space. ND BARBEC LL A UE

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IDENTITY SYSTEM 29

GRAPHIC ELEMENTS

ICONS

These icons may be used for multiple different purposes like posters, advertisements or packaging. When using the graphics, either the primary, secondary or word mark has to be somewhere on the piece. Only use in the specified colors of either Red Wine or Fresh Orange. Do not use the icons on the same page as a pattern {page 34}. See examples of the icons being used in the menu {page 53}.

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MINIMUM SIZE

The minimum dimensions at which the icons can be used at are indicated here. Since theyâ&#x20AC;&#x2122;re often more of an added element than the main focal point, and sometimes even used in patterns, they can get quite small. However, these are the smalles sizes each icon is allowed to get to, to ensure recognizability remains.

0.65 in

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0.6 in

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0.45 in

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CLEAR SPACE

The icons should always have a certain amount of empty space around them to make sure they stand out. This space should be equivalent or greater to half of the width of the icon itself. If two icons are next to each other, use the bigger icon to measure.

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GRAPHIC ELEMENTS

DOTS

Dots may be used as graphic elements, dividers, or line rules. When used between lines of text, always use a minimum of three dots. When separating words, use one dot. The dots may also be used in a vertical alignment to separate blocks of text, as long as a minimum of three dots is used. The dots may be used as either Red Wine or Fresh Orange. See examples of the dots being used as dividers in the Business System {page 42}, and as a line rule in the Chapter Title pages of the manual. Note: Black dots may be utilized when color is not allowed for production.

SPACING

Three dots of the same size should fit between each of the dots, both horizontally and vertically.

CLEAR SPACE

The dots should always have a certain amount of empty space around them to make sure they stands out. This space should be equivalent or greater to the space of three dots of the same size.

GRAPHIC ELEMENTS

PATTERNS

These patterns may be used for multiple different purposes including posters, advertisements or packaging. Both patterns utilize the eight icons, however only one has the secondary mark incorporated into it. If the pattern without the logo is used, the primary, secondary, or word mark must be used somewhere on the same piece. If the pattern with the logo is used, make sure to keep the mark legible {see page 14 for specific size}. Whenever possible, the pattern should have the color Nude as the background. Never set graphic elements, pictures, or text on the pattern. See different uses of the patter in the Business System {page 42} and other Applications {page 52}.

COLOR PALETTE

PRIMARY AND SECONDARY PRIMARY COLOR PALETTE

The primary color palette comes directly from the word mark, and includes Wine Red and Fresh Orange. These two colors are distinct to us, and should be utilized in all design. RED Wine Red is the predominant color in the word marks. Thus, it should almost always be the color that is more emphasized in elements like headers. For example, on this page, the Section Title {Color Palette} is in Wine Red, while the Section Subtitle {Primary and Secondary} are in Fresh Orange. FRESH ORANGE Fresh Orange is the other color in the word marks. While Fresh Orange is less visible than Wine Red, it is still an important part of our visual identity. It should be utilized for elements lower in the visual hierarchy, like sub headers. However, sometimes Fresh Orange can be the dominant color, as seen with the some of the icons {page 32}. This is only in cases where variety is needed; half of the icons are still predominantly Wine Red. If unsure, the safest decision is to emphasize Wine Red. 36

WINE RED C:33 M:95 Y:88 K:50 R:104 G:23 B:24 Pantone: P 47â&#x20AC;&#x201C;16 U HEX: 681718

FRESH ORANGE C:0 M:46 Y:97 K:0 R:249 G:15 B:34 Pantone: P 17â&#x20AC;&#x201C;8 U HEX: F99B22

SECONDARY COLOR PALETTE

The secondary color palette consists of Dark Grey and Nude complement the primary colors. DARK GREY Dark Grey is the color used for all paragraphs of text. Do not use it for graphic elements or title text. NUDE Nude is the color used for background color, especially behind the patterns {page 32}. Nude should not be used for graphic elements or any text. In addition, do not place a Nude background behind text set in Fresh Orange.

DARK GREY C:69 M:63 Y:62 K:58 R:51 G:51 B:51 Pantone: P 179–15–U HEX: 333333

NUDE C:1 M:8 Y:13 K:0 R:251 G:233 B:217 Pantone: P 14–1 U HEX: FBE9D9

TYPEFACE

BRANDON GROTESQUE

Brandon Grotesque is the typeface to be used for all of the design materials, included, but not limited to, advertisements, menus and websites. It contrasts the word mark well, and unifies all of our materials. Never skew or manually stretch the typeface. THIN, LIGHT AND REGULAR Thin, light, and regular should be used for all body text, set in the Dark Grey color. Body text should never be less than 10pt. The light and regular weights can also be used for sub headers, as long as the color is set to either Wine Red or Fresh Orange. Using italics can be a great way to create hierarchy in information, as seen in the Business Card {page 44}.

MEDIUM, BOLD, AND BLACK Medium, bold, and black should be used mainly for headers and sub headers. Theyâ&#x20AC;&#x2122;re a great way to create hierarchy, and thus can also be used to emphasize important details like dates. For main titles, consider using either bold or black and setting the text in Wine Red over the same text set in the Fresh Orange. Each version of the text should be the exact same size and weight, but the Fresh Orange should be moved to the right 0.05". An example of this can be seen in the Chapter Headers of this manual.

BRANDON GROTESQUE THIN abcdefghijklmnopqrstuvwxyz

BRANDON GROTESQUE MEDIUM abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLNOPQRSTUVWXY

ABCDEFGHIJKLNOPQRSTUVWXYZ

0123456789

BRANDON GROTESQUE THIN ITALIC abcdefghijklmnopqrstuvwxyz

BRANDON GROTESQUE MEDIUM ITALIC abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLNOPQRSTUVWXYZ

0123456789

BRANDON GROTESQUE LIGHT abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLNOPQRSTUVWXYZ 0123456789 BRANDON GROTESQUE LIGHT ITALIC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLNOPQRSTUVWXYZ 0123456789

BRANDON GROTESQUE BOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLNOPQRSTVWXYZ 0123456789 BRANDON GROTESQUE BOLD ITALIC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLNOPQRSTUVWXYZ 0123456789

BRANDON GROTESQUE REGULAR abcdefghijklmnopqrstuvwxyz

BRANDON GROTESQUE BLACK abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLNOPQRSTVWXYZ

ABCDEFGHIJKLNOPQRSTUVWXYZ

0123456789

BRANDON GROTESQUE REDULAR ITALIC abcdefghijklmnopqrstuvwxyz

BRANDON GROTESQUE BLACK ITALIC abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLNOPQRSTUVWXYZ

0123456789

BUSINESS SYSTEM 41

BUSINESS SYSTEM

BUSINESS CARD, LETTERHEAD AND ENVELOPE

BASIC INFO The business system consists of a business card, letterhead, and envelope. It was designed to keep consistent with our visual identity, even with business related documents. Either our primary or secondary logo should always be found on the business system items, as explained on the next few pages. The typesetting and graphics are also explained in detail.

PRINT The business system should always be produced with high attention to detail. Thus, it should only be printed on high quality paper. A great example for the letterhead would be Starwhite CVR Tiara Smooth by Neenah Paper, in 65LB. The business card should be printed on the heaviest stock.

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BUSINESS CARD The business card is a two sided 3.5" by 2" card. A small triangle, measuring 0.1" by 0.3", should be cut out from the middle of both of the short sides of the card. The front of the card should have the logo-less pattern, with the primary logo placed in the center on a 1.8" by 1.5" square. The primary logo should be used in its minimum size, 1.3â&#x20AC;?"by 1.2". The square and the card itself should be in the Nude color. The back of the card should also be set in the Nude Color, and have a 1.3" width banner of the logo-less pattern on the left side. All text should be formatted and colored as described on the next page. The three red dots should be used as a divider, to separate personal information from company information.

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ANNAMARI JAAKSI Owner t. 555.305.2901 e. ajaaksi@cue.com

ANNAMARI JAAKSI

Owner t. w. 555.305.2901 cuegrill.com e. ajaaksi@cue.com 885 Foothill Blvd. San Luis Obispo, CA 93405

w. cuegrill.com 885 Foothill Blvd. San Luis Obispo, CA 93405 44

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All of the text in the business card, as in all of our designs, should be in Brandon Grotesque. The header of the business card should consist of the name and the title, with the name coming first. Set in Wine Red and 12 pt font size, the name should be medium weight. Below that should be the title, set in 10pt medium italic, also in Wine Red. Underneath the name and the title should be the personal contact information, all in 10pt type. The “t.” and the “e.” should be lowercase, set in Wine Red, with a medium weight. The telephone number should be formatted with periods, as seen here, set in light weight and Dark Grey. The email should also be Dark Grey, but regular weight. Below the personal information should be the company information, all in 10pt type. The “w.” should be lowercase, set in Wine Red, with a medium weight. The website address itself should be in Dark Grey, set in regular weight. The mailing address should be below, also in Dark Grey, but in light weight.

ANNAMARI JAAKSI Owner t. 555.305.2901 e. ajaaksi@cue.com w. cuegrill.com 885 Foothill Blvd. San Luis Obispo, CA 93405

The two kinds of information should be separated by three dots, set in Fresh Orange.

LETTER HEAD The letterhead is 8.5" by 11". The primary mark is placed in the upper left corner, with contact information found below. The letter itself should be placed 0.4" to the right of the primary mark, and the top of the letter should be aligned to the telephone number. The text box should be 4.5" in width, and should never get closer than 0.5" to the bottom of the page. The text should be set to 11pt Baskerville, with 1.5 line spacing. Two hard returns should be used for space between paragraphs. The back of the letter should have the pattern with the logo throughout the page.

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ND BARBEC LL A UE EST. 2016

THE BARE BONES t. 555.305.2902 e. info@cue.com w. cuegrill.com 885 Foothill Blvd. San Luis Obispo, CA 93405

Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 November 26, 2016 Dear Ms. McCormick, Cue is a new barbecue and grill restaurant in San Luis Obispo. The main mission of Cue is to be a hip and trendy barbecue joint, that provides delicious and convenient food. To support other local companies, the produce used at Cue will be bought from farmers located in the Central Coast. In addition, Cue will be very conscious and aware of current trends, and thus able to adjust to new opportunities. Since the main clients are college students, Cue needs to be a place that you feel cool going to, while still getting to eat high quality barbecue. To appeal to the few older clients we’ll have, as well as to make sure that the barbecue not only tastes but also feels legitimate, the store will have a rusty and fun western interior and style. Our clients will feel welcome, because of the great atmosphere created by our kind and caring staff, as well as the fun music playing in the background. During game nights, and evenings in general, it might get busier and louder with people celebrating and socializing. However, everyone is still welcome, and there is always the option to call in and pick-up your food to go. To show our clients how much we care for them, we’ll have special events and discounts planned regularly. These discounts, as well as our values and our work locally (e.g. supporting local businesses) will be advertised through different social media plans, through which we’ll be able to reach our main audience easily.

Sincerely,

Annamari Jaaksi

Letterhead shown at actual size.

I GR

ND BARBEC LL A UE EST. 2016

THE BARE BONES t. 555.305.2902 e. info@cue.com w. cuegrill.com 885 Foothill Blvd. San Luis Obispo, CA 93405

ENVELOPE The envelope is a standard size #10 (4 1/8" by 9 1/2"). The front has the secondary mark in the upper left corner, set 0.4" from the top and 0.7" from the left side of the envelope. The return address, combined with the telephone number and the website address should be placed 0.4" from the left edge of the secondary mark. Three orange dots should be placed vertically in between the secondary mark and the contact info. The back flap of the envelope should have the logo-less pattern on it.

885 Foothill Blvd. San Luis Obispo, CA 93405 THE BARE BONES

t. 555. 305.2902 w. cuegrill.com

Envelope shown at actual size.

885 Foothill Blvd. San Luis Obispo, CA 93405 THE BARE BONES

t. 555. 305.2902 w. cuegrill.com

APPLICATIONS 51

APPLICATIONS

I GR

ND BARBEC LL A UE EST. 2016

THE BARE BONES

THE BARE BONES 885 Foothill Blvd. San Luis Obispo, CA 93405 t. 555.305.2902 w. cuegrill.com

MENU BBQ Make it a plate by adding two sides. Beef Ribs.................................................. $10 Pork Ribs.................................................. $8 Pulled Pork............................................... $8 BBQ Chicken.......................................... $7 Hot Dog................................................... $6

SPECIALS Tri-Tip Sandwich.......................................$8 Pulled Pork Sandwich.............................. $8............................................................... BBQ Chicken Sandwich.........................$8 Veggie Sandwich......................................$6 Special Sandwich.....................................$10 Taco (Tri-Tip, Chicken or Pork)..............$5 Burritos (Tri-Tip, Chicken or Pork)............ $8

SALADS Served with garlic bread. Chicken Caesar Salad.............................$7 Apple Walnut Raspberry Salad...............$8 Southwestern Chicken Salad.................$8 Side Salad..................................................$4

SIDES Corn Bread...............................................$2 Coleslaw....................................................$2 Potato Salad.............................................$3 D BA R B E ANand Fries (Curly, garlic)...................$2 CU LLchili E RI G Sweet Potato Fries..................................$3 EST. 2016 Grilled Vegetables....................................$3 Ranch Beans.............................................$2 Chicken tenders.......................................$4

ADD-ONS Avocado....................................................$1 THE BARE BONES Cheese (cheddar,jack,feta,bleu)............$1 Mushrooms...............................................$1 Bacon........................................................$2 Onions.......................................................$1 Jalapenos...................................................$1 Sriracha.....................................................$1

BURGERS

DRINKS THE BARE BONES

Hambuger (1/2lb).....................................$6 Cheeseburger...........................................$7 Avo Burger................................................$8 Special Burger..........................................$9 Veggie Burger...........................................$9

Sweet Tea..................................................$2 885 Foothill Blvd. Iced Tea.....................................................$2 San Luis Obispo, C A 93405 Soda...........................................................$2 Juice...........................................................$2 t. 555.305.2902 w. cuegrill.com Milk Shake..................................................... $4

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PACKAGING

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