STANDARDS MANUAL
TABLE OF CONTENTS INTRODUCTION
4
LOGOTYPES PRIMARY WORD MARK
6 7 13
IDENTITY SYSTEM TYPEFACE COLOR PALETTE GRAPHIC ELEMENTS
20 21 22 23
BUSINESS SYSTEM BUSINESS CARD ENVELOPE LETTERHEAD
26 27 28 29
APPLICATIONS PRINT DIGITAL 3D
32 33 34 35
BATCH BREWING COMPANY STANDARDS MANUAL
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INTRODUCTION WHO ARE WE? Batch Brewing Company strives to produce high quality beer made from a small batch brewing method using sustainable techniques. We pride ourselves in the local beer we produce and the down to earth atmosphere we provide. We cater to everyone from young adults in college, to older locals, through our inviting atmosphere and exciting weekly events. Our earthy and genuine feel is displayed throughout the brewery in our beer, food and employees. This manual lays out the ways we will keep the brand in tact and create a consistent and quality experience for all our customers.
BATCH BREWING COMPANY STANDARDS MANUAL
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LOGOTYPES
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PRIMARY MARK The primary logotype incorporates our company name and small batch brewing icon enclosed in a circle. This mark should be used whenever possible and in full color. This mark must always be enclosed in a circle unless used as all white on glassware, signage or merchandise and should be used with discretion. See example.
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SAFE SPACE The primary logotype should always have white space surrounding it. The white space should be big enough to fit the capital “B” in batch surrounding the entirety of the logotype. This white space refers to typographic elements only. The logo may be placed on color if appropriate.
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ONE COLOR If using the full color option of the primary logotype is unavailable, one of the following colors may be used with discretion. All white may also be used if reversed out if needed. An example is shown.
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BATCH BREWING COMPANY STANDARDS MANUAL
MINIMUM SIZE The primary logotype can scale rather small but can become uncomfortable if too small. Therefore, the minimum size is 1 inch by 1 inch.
1 in.
1 in.
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INAPPROPRIATE USES
The primary logotype may never be used without the circle to enclose it. The only exception is laid out earlier (see page 7).
Under no circumstance can the colors be altered. The one color versions in the color scheme are the only acceptable options.
Do not change the size, placement or orientation of the wording under any circumstances.
Do place the logo on a deep color or highly saturated color.
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The primary logotype should never be placed at an angle. It should sit the correct way at all times.
Do not distort the logotype by scaling it disproportionately.
Do not apply extra effects in any form, including a drop shadow or outline.
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WORD MARK & TAGLINE The word mark includes the tagline and should be used when horizontal positioning is the better option. It is a streamline, minimalistic design that can be used for a number of reason but should still be considered secondary to the primary logotype.
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SAFE SPACE The word mark should also always have white space surrounding it. The white space should be big enough to fit the capital “B” in batch surrounding the entirety of the logotype. This white space refers to typographic elements only. The logo may be placed on color if appropriate.
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ONE COLOR If using the full color option of the primary logotype is unavailable, one of the following colors may be used with discretion. All white may be used if reversed out if needed. All white may also be used on additional surfaces such as glassware, signage and merchandise.
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MINIMUM SIZE Since the word mark and tagline are paired together, if it is scaled too small, the tagline is no longer visible. Therefore, the minimum horizontal length for the word mark is 2.5 inches.
2.5 in.
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INAPPROPRIATE USES
The word mark must always include the tagline and should never be used without it.
Under no circumstance can the colors be altered. The one color versions in the color scheme are the only acceptable options.
Do not change the size, placement or orientation of the wording under any circumstances.
Do place the logo on a deep color or highly saturated color.
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The primary logotype should never be placed at an angle. It should sit the correct way at all times.
Do not distort the logotype by scaling it disproportionately.
Do not apply extra effects in any form, including a drop shadow or outline.
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IDENTITY SYSTEM
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TYPEFACE The primary typeface is Avenir and should be used in the Medium weight in the dark gray from the color palette (see page 20) for all body text. If the body text is reversed out, it should be white text or the light gray from the color palette. Light, Light Oblique and Roman should never be used.
BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*(){}.,‘“
MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*(){}.,‘“
HEAVY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*(){}.,‘“
BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*(){}.,‘“
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BOOK OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*(){}.,‘“
MEDIUM OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*(){}.,‘“
HEAVY OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*(){}.,‘“
BLACK OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890 !?@#$%&*(){}.,‘“
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COLOR PALETTE The colors in the approved color palette are a dark red, blue, light grey and dark grey. The dark red and blue are seen in the primary logotype and the word mark. These are the only approved colors, but tints and shades of the two grays may be used when appropriate.
SECONDARY
PRIMARY
DARK RED R: 173 G: 73 B: 72 C: 24 M: 82 Y: 70 K: 13 Hex: ad4948 Pantone: P 58-7 U
BLUE R: 93 G: 98 B: 120 C: 59 M: 49 Y: 27 K: 28 Hex: 5d6278 Pantone: 533 U
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DARK GREY R: 70 G: 71 B: 79 C: 70 M: 63 Y: 52 K: 37 Hex: 46474f Pantone: 19-3930 TCX
LIGHT GREY R: 141 G: 142 B: 145 C: 47 M: 39 Y: 37 K: 2 Hex: 8d8e91 Pantone: P 174-5 U
GRAPHIC ELEMENTS The below graphic elements may be used to enhance a design. The strips of color may be used thick strips only. The bottle may be used in any desired way but must be in the color palette and cannot be altered physically. They can be used in less opacity as well as the strips.
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BUSINESS SYSTEM
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BUSINESS CARD The business card has a minimalistic design in all aspects from the primary logo type on the front, to the simple layout of the back. This example is for meant to be the brewery’s main business card.
BRITTANY MORAN OWNER
moran@batchbrewingco.com
batchbrewingcompany.com 181 Tank Farm Rd Ste. 110 San Luis Obispo, CA 93401 805.868.7133
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ENVELOPE The envelope also follows a minmalist design but includes both versions of the logotypes.
181 Tank Farm Rd. Ste. 110 San Luis Obispo, CA 93401
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LETTERHEAD The letterhead continues the theme of a minimalistic design with the primary logotype being the focus.
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 6 December 2018 Dear Ms. McCormick:
181 Tank Farm Rd. Ste. 110 San Luis Obispo, CA 93401 batchbrewingcompany.com 805.868.7133
My plan for Seven Sisters is to transform this small local business to a growing brewery that is marketed towards college students and local older adults alike. Currently they are marketing towards a younger customer base, but their are a few aspects that are keeping them from bringing in the large population of college students. For example, San Luis Obispo is known for having a large college student population and therefore breweries have become increasingly popular because of the opportunity to drink and socialize. However, since San Luis Obispo is such a small town, there are a few breweries that are the most well known and bring in the majority of customers and therefore revenue as well. These include places such as Slo Brew Rock and Libertine. In order to become more competitive and increase profits, appealing to college students will be the first largest step in the new business strategy. In order to do this, making the decorations cohesive and very contemporary will be one of the steps of the new business model. Seven Sister is already doing a good job at selling craft beer and seemingly modern food, but expanding their menu slightly will help increase their customer base. Another large part of the updated business model will be making Seven Sisters into slightly more of a restaurant, as well as a brewery. This will draw in even more customers because of the food offered along with high quality craft beer and therefore make them more competitive with the top breweries (who also have many food options). Therefore, the menu will need to be updated and enlarged to offer even more contemporary and exciting options in order to entice a younger customer base, instead of their current, relatively simple menu. Since the layout of the brewery feels slightly like a restaurant, this will be emphasized in its renovation by creating a designated area to order food and/or drinks besides just the current option of behind the bar. This will allow for more customers to be served, and therefore create more revenue. The largest aspect of the updated business will be the change of location. While the current building and layout is relatively strong, the location is so far removed from Cal Poly and downtown, that they are missing out on a large customer base of college students that live near and campus and downtown. Therefore, moving to a location in downtown slo is the most important part of the updated business. Between the new business model and new business system, Batch Brewing Company will hopefully become one of the leading breweries in San Luis Obispo. Sincerely,
Brittany Moran moran@batchbrewingco.com
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Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 6 December 2018 Dear Ms. McCormick:
181 Tank Farm Rd. Ste. 110 San Luis Obispo, CA 93401 batchbrewingcompany.com 805.868.7133
My plan for Seven Sisters is to transform this small local business to a growing b that is marketed towards college students and local older adults alike. Currently marketing towards a younger customer base, but their are a few aspects that are them from bringing in the large population of college students. For example, Sa Obispo is known for having a large college student population and therefore bre have become increasingly popular because of the opportunity to drink and socia However, since San Luis Obispo is such a small town, there are a few breweries the most well known and bring in the majority of customers and therefore reven well. These include places such as Slo Brew Rock and Libertine. In order to become more competitive and increase profits, appealing to college s will be the first largest step in the new business strategy. In order to do this, mak decorations cohesive and very contemporary will be one of the steps of the new model. Seven Sister is already doing a good job at selling craft beer and seeming modern food, but expanding their menu slightly will help increase their custom Another large part of the updated business model will be making Seven Sisters i slightly more of a restaurant, as well as a brewery. This will draw in even more c because of the food offered along withSTANDARDS high quality craft beer and therefore mak BATCH BREWING COMPANY MANUAL 28 30 more competitive with the top breweries (who also have many food options). Th
APPLICATIONS
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PRINT MENUS
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DIGITAL EBLAST
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3D
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