GUIDELINES
BRAND
2020
WELCOME TO BILLY & PETE’S
Not just our space, but our brand. If you are reading this, you have helping create something different. A new approach to food, drinks and service. A place where good friends catch up, new friends meet, and the world is alright for a few hours. And a few rounds.
Even though we are inspired by one man and his dog, it takes many more people - and animals - to make this experience happen at the highest level.
So consider this an invitation to both understand and embrace the Billy & Pete’s brand. But also consider this a thank you for your help.
We owe you a drink for everything. Just ask for what Pete’s having!
Cheers!
- Billy (person), Peter (person) & Pete (dog)
LET’S PUT OUR BRAND TO WORK
After all the collaboration and thoughtfully precise details put into focusing our coheisive brand identity, we want to make sure it stays that way when it heads out into the world.
By following these guidelines, you will help ensure we build a brand experience that is consistent and inspiring for our guests and teammates for years to come.
THE BRAND FOUNDATION
Purpose – Our “Why” that motivates us
We exist to celebrate the best times any time.
• Celebrate – This doesn’t need to be a party with balloons, but we believe in the power of any celebration – big or small – to enliven life.
• Best of Times – Yes, you’re right, we DO have an affinity of a bygone era, but this doesn’t it just mean a thing of the past. The very best of times happen now.
• Any time – We want to be approachable and flexible – for a quick lunch to a big date night out to a “Hey Honey, I’m just going to run out!” occasion.
Want – The tension we are addressing
We give people a much-deserved break from the weight of it all.
• There’s a heavy reasonability of adults in modern life – juggling everything can be exhausting.
• Our guests work hard and have a lot on their plate, so we want to serve them right.
• We are giving them more than a meal and a drink; we are giving time to relax, reconnect, and maybe crush a few crushes.
Story – The narrative our experience
A return to the good times.
• In the “return home” story, the hero leaves for new experiences and new adventures, only to return to where they can be truly themselves.
• We are where they can kick back and enjoy their time together.
• Everyone wants a “local” where neighbors and strangers all gather – so that’s what we’re all about.
Means – Our “How” to deliver our promise
Uncompromisingly crafting positive experiences.
• Every item on the menu, every bottle on our wine list and every cocktail is made with intention and expertise. (We’d say “blood, sweat and tears,” but that’s way too gross.
• Our guests don’t lack for options, so we need to deliver great times perfectly.
• And for us “perfect service” isn’t about robotic routines, it’s about making personal connections and making sure everyone leaves happier (and little fuller) than when they arrived.
Systems – The way to bring the “how” to life
• Ambitious Alcohol – We want to introduce our guest to new tastes and experiences.
• Creative & Comforting Food – We create familiar dishes with fresh and innovative twists.
• Indulgences with Integrity – We make everything with the best ingredients – being mindful of healthy and responsible sourcing.
THE LEGEND OF BILLY & PETE
It started with a man (Billy) and his dog (Pete)
They found each other in Larchmont after a few years of “laying low” in the early 1900’s.
Billy came back with his famous recipe for orange crushes. Pete came back with a thing for Schnauzers.
Billy was a lover of life -- good food, strong cocktails, fine wine, good friends, and scissors. Always had a thing for scissors. He just did.
Even though Pete was a dog, he had his own seat at the table. He was the toast of Larchmont’s high society, despite never once wearing pants.
Like Billy & Pete’s everlasting friendship, they have left us a list of a few simple, honest, recipes of goodness for you to enjoy and live by with your closest friends.
Some things don’t have to change… Right Pete?!
TIMELESS UNDERSTATED IRREVERENT CONFIDENT WARM
BRAND SYMBOLS
Our world is about opposites coming together – black and white, vintage and contemporary, sophistication and a healthy dose of cheekiness.
MINIMUM SIZE
The logo should never be placed smaller in height than 1.2”
BRAND IDENTITY
The primary logo for Billy & Pete’s is reminicint of an old pub sign. It evokes the feeling of vintage sophistication and established social atmosphere in a refreshingly modern graphic manner. The illustration of the photo of Billy and Pete depicts our legendary leaders of fun as the restaurant masthead, positioning them to be instantly recognizable across every touchpoint of the brand from menus to website to napkins. It is designed to appeal to the audience who enjoys the sense of commradorie, and belonging that comes with your favorite local watering hole where you own a piece of its history.
SECONDARY LOGOS
This collection of secondary logos are to be selected from for different uses in different contexts. These logos should only be used in replace of the primary logo, where appropriate, and never placed directly next to the primary logo. For example, don’t use the one color badge as your Facebook profile image and the Wordmark as your FB cover photo - it’s too repetative and reduces the power of the pranding because of the visual competition.
The monograms are to be used only in instances where the brand name is already written in full. For example, the B&P’s mongorams may be used as an instagram profile picture because the ‘Billy & Pete’s’ name is directly next to it in plain text as the user handle.
TIPS
The One Color Badge works best when black and white are the only colors available or a photo background is needed.
Wordmarks are best used in instances where the format is horizontal and thus a badge logo will not fit nicely within the space.
Monogram logos work best as signatures, signoffs, watermarks and profile pictures.
MONOGRAMS
ONE COLOR BADGE WORDMARK
LOGO COLOR USAGE
For convenience and consistency, the color usage of the logo is intentionally minimal. The logo should primarily be used in its grayscale format on a white or light colored background. When needed, the one-color logo version may be used in black only, allowing the background color or photo/texture to show through.
When the primary logo does not fit vertically, the wordmark version may be used instead, in black on a light background or in white on a dark background (like an awning or email title).
LOGO CLEAR SPACE
By keeping a clear space around the logo, your legibility and impact of the mark against other elements on a page will be intact.
PHOTO BACKGROUNDS
Your logo may be used on a photo background but only carefully so as to ensure the photo does not obstruct or detract visually from the logo’s impact. A logo is ok to use on a photo background if the following are true of the photo:
• It is a grayscale photograph with true blacks
• It is used with a drop shadow over a full color photograph
PHOTO TIPS
1. Best if the photo is simple, without lots of clutter
2. Food photography that has a strong depth of field
3. Scenery that is black and white or has a white overlay to help pop off the logo
I
A
No horizontal condensing
B
No vertical condensing
C No rotating
D
No removing of name or other elements
E
No recoloring of the interior elements
F
No recoloring of the border elements
G
No adding additional elements within the clear area
H
LOGO NO-NO’S
The primary logo should be used only as described on the previous page. Here are further instructions of what NOT to do when replicating the logo in different circumstances.
No reversing the logo in white on a black background
No rearranging the logo elements or positions
J
No adding a dropshadow on a solid color background
K
No placing the logo in any other color than black
L
No containing the logo in a shape on a background
K
H
L
Pick Up Here A E I B F J C G
D
TYPOGRAPHY USAGE
Typefaces are an important part of your brand toolkit. These have been carefully chosen to work together as headlines and bodycopy with a fun script for callouts and short lines.
Please use the following typefaces across all print and web materials for your brand to maintain the consistent look:
TO USE FOR HEADLINES: TO USE FOR BODYCOPY: TO USE FOR ACCENTS:
CENTURY GOTHIC
REGULAR/UPPERCASE
ABCDEFGHIJKL N OPQRSTUVWXYZ 1234567890&!$”,.
Minion Pro
Regular/Sentance Case
ABCDEFGHIJKL N OPQRSTUVWXYZ 1234567890&!$”,.
Run Wild
Regular/Sentance Case
ABCDEFGHIJKL N OPQRSTUVWXYZ 1234567890&!$”,.
to get the buscuit!
our summer menu
JOIN US FOR SOCIALLY DISTANCED COCKTAILS
B&P’ s CLASSIC DETROIT PIZZA • 13 Chef’s house cheese blend, pomodoro, basil // gf ask us aboutreservingyour personalized
COLOR & PATTERN USAGE
Colors and patterns are carefully chosen to communicate certain feelings to your audience and serve as a powerful tool in maintaining your brand identity’s look and feel.
This color palette is sophisticated and upscale while inviting patrons in with warm and trustworthy brand colors that stand out against the black, white and greys. It is designed to complement both grayscale photography and beautiful full color food imagery.
The pop of bold navy is a subtle nod to the location on the Long Island Sound and the warm camel is meant to evoke the feeling of classic worn leather. The wide strip pattern is a modern take on the timeless pinestripe, also seen in the outdoor umbrellas.
Please use the following color pallet when chosing brand swag or creating new print and web elements:
WHIT E #FFFFFF R 255 G255 B255 CXX MXX YXX KXX 100% K #000000 R 00 G00 B0 0 C 00 M00 Y00 K100 PMS 2768 #021D49 R 04 G30 B7 2 C 100 M91 Y37 K45 PMS 7573 #A9662A R 169 G102 B4 2 C 27 M63 Y98 K14 10% K #E6E7E 8 R 230 G231 B232 C 00 M00 Y00 K10 60% K #808285 R 128 G130 B133 C 00 M00 Y00 K6 0
honest food, great drinks, amazing friendships... some things don’t have to change.
ICON & ILLUSTRATION GALLERY
The custom illustration of Billy and Pete is intended to also be used on its own. It works especially well as an oversized watermark behind large type set at 10% opacity.
Following the illustrative lead of the primary logo, this custom set of perfectly imperfect illustrations and icons are a collection of delightful nostalgic line art. Intended to be added too over time, this gallery begins to descibe the look and feel of any additional graphic elements used by the brand across website, menus, matchboxes and more.
These elements utilize vintage line art in an etching style to evoke a feeling of refinement and precise attention to detail that ages well like our liquors. A mixture of right angle frame devices and stamp-like wavy lines help house information or break up pages for visual interest.
The illustrations depict the food and culinary experience while nodding to the branded details of orange crushes, night life and pizza scissors!
CUSTOM QR CODE
Please use this custom QR code on any branded collatoral. It is managed by qr-code-generator. com and currently drives to the website.
giftcard s available
PHOTOGRAPHY STYLE
Please use a mix of stunning black and white photography to showcase the setting and atmostphere with gorgeous full color food-centric photography to highlight and pop the delicious meal and beverage offerings.
SUB BRAND LOGO
Starting with Side Door Donuts, this sub-brand is intended to be used as Billy & Pete’s extendable product line identity. The logo is reminicint of the door knob and key hole, giving a ‘speakeasy vibe’ for those in the know who are loyal patrons. In the future, we see this as extending to Side Door Sauces, Side Door Drinks and beyond!
EMAIL & WEBSITE APPLICATIONS
We want to make sure all of our marketing is as easy-going, appetizing, and inviting as the actual dining experience.
We always want to use high-quality imagery and language that is fun and friendly - but also clear and straight to the point.
SOCIAL MEDIA APPLICATIONS
The Billy & Pete’s SM presence is a platform to help convey the attitude and story telling of the restuarant’s culture. Here we mix quote posts with delicious food photography and shots of the atmosphere to entice our visitors to spending the evening socializing with us. The caption copy is short, informative and just cheeky enough to ilicit a knowing smile from the reader.
DETAIL APPLICATIONS
As the company grows, so will the brand presence. And you are now a part of that too! When you think about what do next, let’s consider new ways to bring to life the craft and quality of our experience, as well as the playful irreverent side too.
DESIGNED BY feastagency.com
