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IDENTITY 1 1
mission statement
1 3
vision
1 5
brand attributes
E L E M E N TS 2 5 color 2 7 typography 2 9 logotype 3 1
brand mark
3 1
tag line
3 3 pattern
C O L L AT E R A L 4 1 business card 4 3 stationery 4 5 guest check 4 7 packaging 4 9 wearables 5 1 web 5 3 vehicle 5 5 signage 5 7 elevations
WE MAKE ROOT BEER IN THE BASEMENT we hold on to the past with technologyfree service and a kitchen cadence that cranks out an original recipe dining experience. our root beer and zip burgers have been made the same way for over 56 years and keep the people coming.
M I S S I O N
1 3
SERVE UP MEMORIES to customers old and new. we take people back to a simpler time. just put the car in park and kick back.
V I S I O N
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A T T R I B U T E S
AUTHENTIC cooking up our own recipes since the mid 1950s, we haven’t changed a thing. the service, the food, the smiles all true.
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A T T R I B U T E S
N O S TA L G I C serving it up old-school with person to person order taking. we take pride in our history and on keeping the dining experience fast but personal.
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A T T R I B U T E S
F R I E N D LY we hope you dig the genuine smiling faces that come to your car side as much as we do.
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A T T R I B U T E S
FRESH made to order and crafted in house. even while we maintain our traditional ways of operation, we are feeling hip and energetic inside and out.
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C O L O R
BLACK COW C70 M50 Y30 K100 R0 G0 B0 #000000
CLASSIC WHITE C0 M0 Y0 K0 R255 G255 B255 #FFFFFF
ORANGAROO C0 M75 Y100 K0 R241 G101 B33 # F16521
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ABCDEFGHIJKLMNOPQRSTUVWXWYZABCDEFG RSTUVWXWYZABCDEFGHIJKLMNOPQRSTUV efghijklmnopqrstuvwxwyzabcdefghijklmno abcdefghijklmnopqrstuvwxwyzABCDEFG RSTUVWXWYZABCDEFGHIJKLMNOPQRSTUVWX HIJKLMNOPQRSTUVWXWYZabcdefghijklm wyzabcdefghijklmnopqrstuvwxwyzabcdefg stuvwxwyzABCDEFGHIJKLMNOPQRSTUVWX HIJKLMNOPQRSTUVWXWYZABCDEFGHIJKLM WXWYZabcdefghijklmnopqrstuvwxwyzabcd qrstuvwxwyzabcdefghijklmnopqrstuvwxw JKLMNOPQRSTUVWXWYZABCDEFGHIJKLMNO YZABCDEFGHIJKLMNOPQRSTUVWXWYZab T Y P O G R A P H Y
GHIJKLMNOPQ VWXWYZabcd pqrstuvwxwyz GHIJKLMNOPQ XWYZABCDEFG mnopqrstuvwx hijklmnopqr XWYZABCDEFG MNOPQRSTUV defghijklmnop wyzABCDEFGH OPQRSTUVWXW bcdefghijklmn
SOURCE SANS PRO light for body copy
light italic for our address and titling
bold for titling when needed
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FULL
CROPPED
WITH DESCRIPTOR
L O G O T Y P E
x
A DRIVE IN pull right in, we’ve got a parking spot
x
open for you. the forward motion and hand lettering help us keep it fast and friendly around these parts.
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B R A N D
T A G
M A R K
L I N E
1956 we go way back. the brand mark reflects our long journey as an establishment, we like to keep a record of how long we’ve been bringing smiles to your car window and filling those stomachs.
x x
HUNGRY? coming right up. combine our long run-
x
ning history with our personal nature and boom, our tag line keeps us moving into the future.
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P A T T E R N
MUGS our primary pattern utilizes the unique perspective of our very own customers. what’s your mug look like?
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UP as a secondary pattern, our logotype on a slight angle propels us into the future.
P A T T E R N
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CHEERS TO YOU our business cards are customized per customer. they are a way for our carhops to have a form of ownership in our brand. leave your name, a message, or your own root beer mug.
B U S I N E S S
C A R D
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S T A T I O N E R Y
YOU’VE GOT MAIL there’s nothing like having a bit of fizzy 1956 sent right to your door.
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ORDER UP we take pride in our low tech order of operations. we still only have carhop service and relish in the cadence from carhop to kitchen.
G U E S T
C H E C K
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P A C K A G I N G
THE CLASSICS quench your thirst with a black cow or orangaroo. chow down on a whiz or zip burger. feel free to grab a frosty mug to enjoy in the comforts of your own home.
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W E A R A B L E S
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W E B
CONNECT find us on the web to order merch or share your memories with us.
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V E H I C L E
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C’MON GRAB A MUG OPEN MON-SAT 10:30-8PM SIGNATURE ROOT BEER
BURGERS
SMALL
MEDIUM
LARGE
QUART
GALLON
ZIP BURGER
0 . 9 0
1 . 1 5
1 . 2 5
1 . 5 0
3 . 5 0
WHIZ BURGER
DOGS 2 . 1 5 2 . 4 5 2 . 7 5
CHILI BURGER
FRESH LIMEADE
CHILI WHIZ BURGER
SMALL
MEDIUM
LARGE
QUART
+ CHERRY
1 . 2 5
1 . 4 5
1 . 6 0
2 . 1 0
0 . 2 5
BLACK COW - ORANGAROO - ORANGE - PEPSI - DIET PEPSI SIERRA MIST - DR. PEPPER - ICED TEA - PINK LEMONADE
SUPER BURGER
CHEESE FRIES
LARGE
QUART
CHILI CHEESE FRIES
1 . 4 5
1 . 6 0
2 . 1 0
CHILI CHEESE FRITO PIE
6 CHICKEN NUGGETS
. . . .
2 1 5 5
5 0 5 5
1 . 7 5 0 . 5 0 0 . 5 0
ONION RINGS
TSHIRTS
1 2 2 2
CORN DOG SPICY BUFFALO DOG
MEDIUM
1 . 0 0 1 2 . 5 0
CHILI WHIZ DOG
1 1 1 1
. . . .
3 5 6 8
0 0 0 5
1 . 5 0 1 . 3 5
ETC
FRENCH FRIES
1 . 2 5
ZIP BURGER SEASONING - 16 OZ.
WHIZ DOG
2 . 9 5 2 . 9 5
SIDES
SMALL
HOT CHOCOLATE
HOT DOG CHILI DOG
CHIPS POPCORN
PORK TENDER CHEESE SANDWICH CHICKEN SANDWICH
1 3 1 3
. . . .
2 2 5 2
5 5 0 5
BBQ BEEF SANDWICH
3 . 5 5 2 . 7 5
DEEP FRIED BURRITO
1 . 7 5
WHIZ CHICKEN SANDWICH
GLASS MUGS
SMALL
MEDIUM
LARGE
XLARGE
XXLARGE
LOGO
1 4 . 0 0
1 4 . 0 0
1 4 . 0 0
1 4 . 0 0
1 8 . 0 0
PLAIN
7 . 9 5 SMALL 4 . 7 5 SMALL
9 . 9 5 LARGE 5 . 7 5 LARGE
S I G N A G E
SIGNATURE ROOT BEER
BURGERS
SMALL
MEDIUM
LARGE
QUART
GALLON
ZIP BURGER
0 . 9 0
1 . 1 5
1 . 2 5
1 . 5 0
3 . 5 0
WHIZ BURGER CHILI BURGER
FRESH LIMEADE
CHILI WHIZ BURGER
SMALL
MEDIUM
LARGE
QUART
+ CHERRY
1 . 2 5
1 . 4 5
1 . 6 0
2 . 1 0
0 . 2 5
BLACK COW - ORANGAROO - ORANGE - PEPSI - DIET PEPSI SIERRA MIST - DR. PEPPER - ICED TEA - PINK LEMONADE
SUPER BURGER
SIDES FRENCH FRIES CHEESE FRIES
MEDIUM
LARGE
QUART
CHILI CHEESE FRIES
1 . 2 5
1 . 4 5
1 . 6 0
2 . 1 0
CHILI CHEESE FRITO PIE ONION RINGS
1 . 0 0 1 2 . 5 0
ZIP BURGER SEASONING - 16 OZ.
2 . 9 5 2 . 9 5
HOT DOG WHIZ DOG CHILI DOG CHILI WHIZ DOG CORN DOG SPICY BUFFALO DOG
SMALL
HOT CHOCOLATE
DOGS 2 . 1 5 2 . 4 5 2 . 7 5
CHIPS POPCORN
. . . .
2 1 5 5
5 0 5 5
1 . 7 5 0 . 5 0 0 . 5 0
6 CHICKEN NUGGETS PORK TENDER CHEESE SANDWICH CHICKEN SANDWICH
3 5 6 8
0 0 0 5
1 . 5 0 1 . 3 5 1 3 1 3
. . . .
2 2 5 2
5 5 0 5
BBQ BEEF SANDWICH
3 . 5 5 2 . 7 5
DEEP FRIED BURRITO
1 . 7 5
WHIZ CHICKEN SANDWICH
SMALL
MEDIUM
LARGE
XLARGE
XXLARGE
LOGO
SMALL 7 . 9 5
LARGE 9 . 9 5
1 4 . 0 0
1 4 . 0 0
1 4 . 0 0
1 4 . 0 0
1 8 . 0 0
PLAIN
SMALL 4 . 7 5
LARGE 5 . 7 5
5 7
. . . .
ETC 1 2 2 2
GLASS MUGS
TSHIRTS
1 1 1 1
SIGNATURE ROOT BEER
BLACK COW - ORANGAROO - ORANGE
SMALL
MEDIUM
LARGE
QUART
0 . 9 0
1 . 1 5
GALLON
1 . 2 5
1 . 5 0
3 . 5 0
SMALL
MEDIUM
LARGE
QUART
+ CHERRY
1 . 2 5
1 . 4 5
1 . 6 0
2 . 1 0
0 . 2 5
FRESH LIMEADE
HOT CHOCOLATE ZIP BURGER SEASONING - 16 OZ.
A
EAST ELEVATION
B
WEST ELEVATION
1 . 0 0 1 2 . 5 0
DIET PEPSI - SIERRA MIST - DR. PEPPER ICED TEA - PINK LEMONADE - PEPSI MEDIUM
LARGE
QUART
1 . 2 5
1 . 4 5
1 . 6 0
2 . 1 0
GLASS MUGS PLAIN
7 . 9 5 LARGE 9 . 9 5 SMALL 4 . 7 5 LARGE 5 . 7 5 SMALL
BURGERS ZIP BURGER WHIZ BURGER
SMALL
LOGO
CHILI BURGER CHILI WHIZ BURGER SUPER BURGER
TSHIRTS
SIDES
DOGS 2 . 1 5 2 . 4 5 2 . 7 5
CHILI DOG
2 . 9 5 2 . 9 5
CORN DOG
1 . 3 0 1 . 5 0 1 . 6 0 1 . 8 5
HOT DOG WHIZ DOG CHILI WHIZ DOG SPICY BUFFALO DOG
SMALL
MEDIUM
LARGE
XLARGE
XXLARGE
1 4 . 0 0
1 4 . 0 0
1 4 . 0 0
1 4 . 0 0
1 8 . 0 0
1 . 5 0 1 . 3 5
FRENCH FRIES CHEESE FRIES CHILI CHEESE FRIES CHILI CHEESE FRITO PIE ONION RINGS CHIPS POPCORN
E L E V A T I O N S
C
SOUTH ELEVATION
D
NORTH ELEVATION
S
L E S L I E
AV E
E 2 3 R D
B
ST R E E T
C
D
A
5 9
6 1
6 5
KANSAS CITY ART INSTITUTE design systems with michael kidwell
B R I
D A L L A S