Shellring Ale Works Brand Standards Guide by Bold brands born here

BRAND GUIDELINES

BRAND PRESENTATION

BOLD BRANDS BORN HERE This document contains the rules for your messaging and visual communication system. Follow these rules strictly to maintain brand consistency. This includes all of the elements you may need—logos, typefaces, colors, and more—to create a consistent tone, look, and feel for Shellring Ale Works materials. We invite you to absorb this information and reference it often to become an informed keeper of the brand.

MESSAGING

W H AT WE D O For people who crave beer in an inviting atmosphere, Shellring Ale Works is a live-fire, open kitchen and craft brewery that creates inventive, cutting-edge brews leaving their customers with inspired minds and happy taste buds.

P O S I T I O N I N G STAT E M E N T [INTERNAL MESSAGING]

MESSAGING

WHY WE EXIST To create a place where friends and family can come together enjoying imaginative new brews that leave them excited about the future of beer.

MISSION STATEMENT

WHAT MAKES US DIFFERENT brand: Uncommonly creative beer.

restaurant: Cold, craft beer in a warm, inviting atmosphere.

VALUE PROPOSITION

MESSAGING

WHERE DO WE WANT TO GO Helping people find common ground over good food, cold brews, and great conversation.

VISION STATEMENT

this is our vibe THE SHELLRING ALE WORKS BRAND BOARD The Shellring brand evokes innovation, friendliness, and warmth. The brewery is a place that brings people together to enjoy quality craft beer and food while having great conversation. The visuals should communicate these values.

MESSAGING

TAGLINE uncommonly creative beer.

BRAND PROMISE Where you go when you want quality craft beer and quality conversation.

CORE VALUES Ingenuity – Be inventive & daring; Friendliness – Resemble a warm hug; Creativity – Allow passion to breed creativity; Quality – Quality above all; Imagination – Always make a difference; And remember – the sky is the limit

BRAND PERSONALITY Our brand is a reflection of who we are, what we stand for, and how we express ourselves. Our brand voice should come through loud and clear in everything we do—from our website, to our videos, to the copy accompanying our Instagram snapshots of life at Shellring Ale Works. As a company established in brewing innovative beer and a warm environment where people gather to enjoy it, we want to make sure our brand voice reflects our welcoming attitude, while also communicating that our brand is an authority within our industry. Here are a few adjectives that describe our brand:

…inventive …welcoming …passionate

While our brand voice doesn’t change much, the tone we use throughout different types of content must be adapted to the medium (e.g..., blog, video, infographic, etc.), context (e.g., funnel stage, live event, etc.) and intended audiences (e.g., persona, end-users, roles, stakeholders, etc.). Understanding the context will help you adapt the tone of our brand personality as needed.

C H A R AC T E R I ST I C

H OW B E ST TO AC H I E V E :

Inventive

Shellring Ale Works is a leader in the industry, always at the forefront of trends in the market, and prides itself on maintaining creativity in new and upcoming brews.

Welcoming

Similar to the history behind the ancient Shellrings of the past, Shellring Ale Works is known for its warm, inviting feel as soon as you step foot into the taproom. It's your home away from home - where you get together with your friends and family to catch up, all the while enjoying new and exciting brews.

Passionate

One of the things that differentiates Shellring from its competitors is its true passion for brewing and bringing people together under one common interest: the love of great beer.

MESSAGING

CAPTURING OUR BRAND PERSONALITY IN WRITING

LOGO

LATE ARCHAIC SHELL-RING FOOTPRINTS IN THE SOUTHEAST U.S.

SHELL RING AERIAL VIEW FIG ISLAND, SC

GRAPHIC INTERPRETATION OF SHELL RING

THE ORIGIN OF THE LOGOMARK

LOGO DESIGN

Graphic interpretation of a Lowcountry shellring identifies the brand.

The heavy sans serif font with wide letterspacing communicates openness and welcoming. "Ale Works" sets the foundation as serious and simple.

PRIMARY LOGO The Shellring Ale Works primary logo is a combination mark. It features simple sans serif fonts as the foundation for a depiction of a shell ring graphic mark. The graphic element also doubles as the ring left after you lift your beer glass from a surface. The brand name is written in a sans serif font that is clean, heavy and open. Its uncluttered linear nature suggests geometric simplicity, with an appeal both clean and functional. The Primary logo should be used at all time ensuring brand consistency across all communications. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.

MINIMUM SIZE

For readability, scale needs to have special considerations. Do not reduce these elements below these designated pixel values.

MASTER LOGO

LOGOMARK

Web 120 pixels Print 1.25"

Web 30 pixels Print .50"

BRAND GUIDELINES

SECONDARY LOGO

When limited by size constraint, use the horizontal logo.

ALTERNATIVE LOGO COLOR USAGE The logo color usage for Shellring Ale Works logo is minimal. The full color logo is the preferred version and should be used whenever possible. If using as a overlay on a dark photo or background, use the white version. When absence of color use is requested, choose the single color version. Only black or white should be used.

LOGO MARK This logo mark can be used when the full primary logo is not necessary or in cases where the brand name is already displayed. For example, the mark could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.

BRAND GUIDELINES

SOLID WHITE LOGO

2-COLOR ON DARK BACKGROUND

SOLID BLACK LOGO

USE ON PHOTOS

LOGO USAGE The Shellring Ale Works logo should be the highlight when used on promo materials. We want the clean, bold brand to speak for itself. Less is more.

LOGO USAGE

W H I T E S PA C E To preserve the Shellring Ale Work logo’s integrity, always maintain minimum space around the logo. The importance of whitespace around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more white space, the better. These visuals are used to define minimums. The minimum whitespace around the mark and logo is equivalent to the 'SH' in the word SHELLRING stacked on each other. A margin of clear space equivalent to this height is drawn around the logo to create the invisible boundary of the area of isolation.

UNACCEPTABLE LOGO USE These guidelines help avoid things like altering the logo in any way, causing it to lose its integrity by stretching or presenting it in a way that is not harmonious with the rest of the brand. To make sure the logo appears as consistent as possible throughout communications, we've identified a number of ways it should never be used. Here are some examples. LIST OF DON’Ts A. Do not squeeze or stretch. B. D o not rearrange or resize the logo elements individually. C. D o not add shadows or filters to the logo. D. D o not contain the logo in box when placed on a background image or color. E. Do not alter the logo colors. F. Do not replace logo font. G. D o not add other elements within the clear space allotment. H. Do not rotate. I. D o not place borders around logo.

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BRAND GUIDELINES

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SHELLRING ALE WORKS

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uncommonly creative beer.

Rust

Jet

Quick Silver

Hex

#B15533

#3D3935

#ACA39A

RGB

177.85.51

61.57.53

172.163.154

CMYK

31.23.3.43

0.7.13.76

0.5.10.33

7592 C

Black 7C

Warm Gray 5C

Pantone

The PRIMARY PALETTE helps consumers to quickly identify a brand. These are the core colors of the brand. The SECONDARY PALETTE is used to highlight and complement the primary colors. Use these secondary colors to complement primary colors and break up white space.

SECONDARY PALETTE

Umber

Light Slate Gray

Isabelline

Hex

#5D4B3C

#768692

#F2F0ED

RGB

93.75.60

118.134.146

242.240.237

CMYK

9.7.30.53

19.8.0.43

5.6.7.0

7519 C

7544 C

663 C

Pantone

Color is foundational to the visual identity of a brand in all its expressions and executions– logos, packaging, products, environments and all forms of marketing communications.

The brand palette will cover the majority of your needs. It’s intentionally small in variety so as to not dilute the brand visuals, which adds confusion.

BRAND COLOR

C O L O R PA L E T T E

PRIMARY PALETTE

TYPOGR APHY The brand font families should be used for all communications, ensuring a consistent look and feel in online and print literature. KOPIUS BOLD should be used for text using ALL CAPS. FIRA SANS to be used for subhead text in and INCONSOLATA REGULAR should other copy (body, lists etc).

all header SEMIBOLD is ALL CAPS be used all

EVERYDAY SCRIPT is the accent font and it is to be used sparingly to covey messaging that is to stand out. It represents the unexpected nature of the brand and is an pop of fun. To ensure a consistent look, make sure brand fonts are used in a consistent manner and the weights of the font have been considered, using heavier weights to highlight key messages.

HEADER FONT

KOPIUS BOLD ABCDEFGHI JKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

SUBHEADER FONT

FIRA SANS SEMIBOLD

ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuv wx yz BODY FONT

INCONSOLATA REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ACCENT FONT

Everyday Scrip t

ABCDEFGHIJKLMNOPQRST UVWX YZ abcde fghi j k l m nopq r s t u vwx y z

BRAND GUIDELINES

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I N F O R M AT I O N Triad Brand Marketing is a creative agency purposely founded to fuse our passion for creative design with our love of innovative marketing while helping organizations generate, energize and re-imagine brand growth. If you should have any questions please feel free to contact us at fanmail@ triaddesign.com. Thank you!

BRAND GUIDELINES