Whistle Punks Brand Guidelines 2023 by Ryan Gaston

Contents 01

BRAND STRATEGY Who are Whistle Punks

Brand values

Brand language

THE LOGOS Logo Overview

Logo space

Just dont so it!

Secondary pallete

Colour missue

Primary typeface

Secondary typeface

Typographic hierarchy

BRAND ELEMENTS Backgrounds

CTA's

Icons & accessories

IMAGERY

DIGITAL MEDIA

COLOURS Colour pallete

TYPOGRAPHY

Profilel avatar

Instagram tiles

Highlight covers

Digital ads

Miscellaneous

BRAND IN USE Breackdown Examples

33 34-37

BRand StRateGy

who aRe whistle punks? The home of axe throwing in the UK - we brought axe throwing out of the woods and into the city, way back in 2016. With 4 city-centre activity bars across the country, we’ve become the go-to party destination for those who dare to throw themselves in. Each of our four locations boast great bar offerings, tasty sicilian pizza and sharing bites to keep the squad well-fueled. All sessions are designed for first-timers and led by our team of kick-ass instructors who are one part trainer and one part entertainer.

Our Brand Values 01

YOU'RE WITH US Working together to deliver customer “Axecellence”, we work hard every day to support our team and our guests. We share and celebrate everyone’s success. We encourage, we listen, and we route for each & every punk always. We focus our time energy and purpose on giving our guests an experience that can’t be beaten.

BETTER THAN YESTERDAY We take responsibility for our actions and always lead by example. We celebrate success, they get us one step closer to our goal. We take pride in doing everything to the best of our capabilities making each day better than the one before for everyone who steps into a Whistle Punks

experience.

BUILT TO LAST Resilience is at our core, building strength through our experiences. We work hard to continuously improve ourselves & our business. We focus on long term solutions over short term fixes, minimising our environmental impact every time. We know who we are as a business and what we are here to do, and we align with our purpose and cause every day.

Brand lANGUAGE BRAND STATEMENTS THIS AIN’T JUST WOOD & AXES HEROIC BEGINNERS WELCOME

TOGETHER WE THROW PEACE, LOVE & AXES

CLINK & SINK

AXES AXES AXES

SEE YOU ON THE LANES

BRAND WORDS PUNK

CHOP

PIONEER

REDUCE, REUSE, RECYCLE THROWBACK

AWESOME

CELEBRATE

EXPERIENCE HERO

WITH AN EDGE

AXEMAS SLINGIN’ MATES

HEY LEARN UNFORGETTABLE

the logo

loGo overview Logo Overview: The Whistle punks brand is embracing its roots in Punk culture by returning to its gritty and raw nature. We proudly distance ourselves from a polished and conventional image, embracing our essence as punk. Maintaining a consistent logo is of utmost importance to our brand, as it ensures easy recognition and facilitates the growth of our reputation. The logo is skillfully crafted in a brush stroke style, meticulously modified to enhance its uniqueness and ensure it stands out prominently.

LoGo SPace The Whistle Punks logo should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo. The area is defined by using the dot of the 'i' character size and scaled proportionally.

Just Don’t do it!

Don’t rotate

Don't stylizing the logo with glows, or any other effects

Don’t skew or stretch

Don’t add to the logo

Don’t tweak or interfere with the typeface

Don’t change the colour of the logo

coLourS

core PALLETE Our main bright colours are used prodomiantly for highlights like on CTA's to drive engagment and visability. We have a select set of supporting neutral colours which help bring out the brighter colours. In the majority of uses, we want strong contrast between all of the colours used. Solid colours work best in printed applications and for text.

HEX #E85A41 R 232 G 90 B 65 CMYK 02, 76, 74, 0

HEX #F6ECE1 R 246 G 236 B 225 CMYK 04, 08, 13, 0

HEX #242424 R 36 G 36 B 36 CMYK 73, 64, 59, 76

HEX #F0A303 R 240 G 163 B 3 CMYK 04, 41, 97, 0

secondary PALLETE The secondary brand colour act as a complimentary colour pallet to the primary brand colors. These colour are updated more frequently and often change to reflect strategy trends, marketing goals and seasonal campaigns. These colour can be used throughout the brand’s media's, but should not consist of more than 40% of the overall design. They will prodomiatly be used for backgrounds, on headline or on CTA strips.

HEX #365937 R 54 G 89 B 55 CMYK 78, 41, 83, 39

HEX #2C445E R 44 G 68 B 94 CMYK 88, 66, 40, 33

HEX #5F2E51 R 95 G 46 B 81 CMYK 61, 86, 36, 36

HEX #B92056 R 185 G 32 B 86 CMYK 20, 97, 42, 10

HEX #FA882E R 241 G 135 B 52 CMYK 0, 56, 84, 0

HEX #83C6A7 R 131 G 198 B 167 CMYK 53, 0, 43, 0

colour MISuSE whistlE punks

whistlE punks

Don't use core colours together

Don't use non brand colours

whistlE punks

Don't ghost colours (subject must always be visable)

Don't mix the brand colours to make gradients

whistlE punks Don't use gradients on type

Don't use core colours over bright photography

TYpography

pRImARY Typeface BrushuP Brushup is used for headlines. This is our main typeface set for grabbing the audience's attention. Key features • Alwasys use the type in caps • Font sixe: min 15pt • Tracking: always 40 • Leading: min 28 * This type is to never be used for body copy.

ABcdefghijklm nopqrsTUvWxyz 1234567890 ! @ # £ % ^ & () \ ? . , * “

Secondary Typeface LONDRINA SOLID We use Londrina Solid for our secondary type for subheaders, quotations, CTA's/pullouts. We also use this type as a headline in the right context (see page 36). Key features • Alwasys use the type in caps • Font sixe: min 15pt • Tracking: always 40 • Leading: min 28 * This type is to never be used for body copy.

HIERARCHY Headline

Brushup Std. Min 42pt

Sub-Head

Londrina Solid Black Min 30pt

Body

This is Headline SUB HEADLINE

Courier Std.

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bold

abor reped qui optatur? Doluptium

Min 6pt

fugiam reptium dus quia vollest voluptati blation cor repelendus ut

brand eLemenTS

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Photo collarge

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Textured pattern *To be used on any coloured background or overlayed on photos & for pattern colours to be inverted to fit media.

CAll to actIonS The tape effect is our main CTA pull out, but can also be used for quotes. We also use box call outs, but these are mainly used on our table menus. The circular splash will be used on both print and digital to highlight a secondary CTA, e.g. a price or an offer.

Tape effect CTA

Splash CTA

ICoNs & accessoRies ICONOGRAPHY

ACCESSORIES

Icon usage is predominantly used on digital platforms, but can be used on print when necessary.

Depending on the media, we use accessory call outs. This might be to enhance or direct.

Checker pattern Crossed axes

WP target Lines used for breakouts

Drinks

Pizza

Stars

Sharers

Directinal arrows

Background shape

PhotogRAPhy

IMaGE usaGE Photography forms an integral part of the Whistle Punks brand. It aims to capture the energy, diversity, and fun atmosphere of both the activity and the company itself. Photography needs to work in harmony with both the typography and graphic elements. It can be applied both with and without the textured background depending on its intended purpose. To capture the best photography possible we use different techniques like flash blur, close-ups, and group shots just to name a few.

Digital media

PRofIle AvataRS Whislte Punks

Profile avatars are to remain simple - the main Whistle Punks logo enlarged over the top of either a off black (#242424) or plain white (#FFFFFF) background. Specs: Instagram = 320x320 px Tiktok = 200x200 px Linkedin = 400x400 px Youtube = 800x800 px

Instagram tiles Social media is a key strategy for us as it shows how we directly communicate and engage with our customers. Our gird consists of professional photography to capture the true Whistle Punks experience, competitions/ collaborations, in-house promotions, and campaigns. We also showcase reels created in-house for both Instagram and Tik Tok, as well as reposting content that we are tagged in. It is essential to always make sure the grid looks engaging and eyecatching.

HIGhlIGht ThumbnaIls Whislte Punks

Highlight thumbnails use our brand photography to represent the subject matter. It's important to make sure the photos are easy to identify within the space, match the description, and are bright and engaging. More will need to be added over time depending on the requirements

How to

Packages

Bevs & Bites

Gifts

DIGITAL ADS Digital advertisement is another key strategy as it is how we directly communicate with our customers through various online channels.

Whislte Punks

The key focus of the ads is within the subject matter, whether this is communicated through image, video, or GIF. Second is to make sure the title of the ad is consistent and clear, especially for carousel ads.

miscellaneous FAVICON

PACKAGE LISTINGS

The Whistle Punks favicon uses the crossed axes icon due to its small nature.

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EMAIL FO0TER The email footer uses the CTA tape effect with our logo and partner logos, along with social prompts.

Brand in use

overview / BReakdown When it comes to internal promotional material, we tend not to use the logo as most of our photography will already have the logo present. However, the logo must be present on any external usage. There must be a bold headline using either the primary or secondary typeface (depending on the subject of the design). This design shows how the two CTA styles work together. Using the tape effect for the clear 'Book Now', but then using the secondary CTA splash to highlight the price.

bOttOmlEss

Clear engaging photography

bRunCh

Bold headline

Logo contained within the image

£4 5 Pe r pe rs on

Clear CTA's using both styles (if nessesary)

2 HO UR S IN C. 70 MI NS SL IN

GI N' AX ES

Infomational subject line

Whistle Punks brand materials consist a multitude of different media, but all tie into one another using different brand elements.

In VENuE

Our venues all follow the same theme; rustic and raw. We use several re-usable materials like reclaimed wood and rusted metals - this also brings down our waste footprint.

DOWNLOAD PACK Scan the QR to download all items you need for collabrations with Whistle Punks.