Homestead Brand Standards Manual

Brand Standards Manual V 1.0

© Camryn MacDonald | ART 323 ST 1 | Spring 2020 | Professor Dorn

Brand Standards Homestead

V 1.0

Table of Contents

1 Introduction

4 Typography

1.1 Homestead 1.2 Purpose

4.1 Typefaces 4.2 Hierarchy

2 Culture

5 Touchpoints

2.1 Mission 2.2 Vision 2.2 Values

5.1 Store 5.2 Products 5.3 Advertisements 5.4 Website and App

3 Logo Use

6 Credits

3.1 Brandmark 3.2 Lockup 3.3 Size 3.4 Clearspace 3.5 Color 3.6 Imagery 3.7 Wrong Uses

Brand Standards Homestead

1.1 Homestead 1.2 Purpose

Section 1 Introduction

Brand Standards Homestead

1.1

Introduction About Homestead

In 1969 in Tennessee, founder Dan Evins saw a need and wanted to fulfill it. The interstate was growing which provided people to connect with others in new ways, but there was a lack of a quality, consistent place to stop while traveling.

Evins had a vision to create a place for people to stretch their legs, have an excellent meal, and even provide a country store to fulfill all of their needs.

Evins’ vision became a huge success as numerous travelers and local communities across the country came together for a unique experience with distinct values and southern hospitality.

Brand Standards Homestead

1.2

Introduction Purpose

The purpose of this document is to help us work to establish consistent communications that build Homestead’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice.

Questions should be directed by email to the Homestead Corporate Office at marketing@homestead.com.

Learn more by contacting us or by visiting our website: homestead.com.

Brand Standards Homestead

2.1 Mission 2.2 Vision 2.3 Values

Section 2 Culture

Brand Standards Homestead

2.1

Culture Mission

Since 1969, we have strived to offer all guests a comforting and welcoming experience that allows them to escape the rush and bustle of the world.

We provide high-quality meals and products at affordable prices.

Brand Standards Homestead

2.2

Culture Vision

Our vision is to offer the best quality products without having to pay a high quality price. We strive to be a place that is friendly and inviting to everyone, from young families to retirees to everyone in between. We strive to provide all of our customers with a welcoming and comfortable experience with homemade comfort foods and nostalgic gifts that keeps them coming back. Our brand seeks to give the best to our customers, employees, and everyone that comes in contact with us.

Brand Standards Homestead

2.3

Culture Values

Homestead aims to provide several values for our customers, employees, and products. Quality is key for our homestyle menu that includes comfort food favorites made with the finest ingredients and our store reflects a careful attention to detail. Our prices remain affordable because we believe a quality meal or product should not have to include the high quality price.

Our brand reflects a comfortable and welcoming atmosphere and acts as a getaway from the rush and bustle of the outside world.

Brand Standards Homestead

3.1 Brandmark 3.2 Lockup 3.3 Size 3.4 Clearspace 3.5 Color 3.6 Imagery 3.7 Wrong Uses

Section 3 Logo

Brand Standards Homestead

3.1

Logo Brandmark

Homestead’s brandmark represents the modern yet traditional values of the brand. In order to preserve the integrity of the brand, the Homestead logomark should be used carefully as outlined in the following pages. At all times, it must be clear, legible, and true to color.

The brandmark can be used as either the logomark alone or the logomark and tagline together. Specifics are outlined in the following pages.

Logomark

Tagline

Brand Standards Homestead

Logo

3.2

Lockup

Homestead’s brandmark and tagline must be used in compliance with these specific rules to keep the brand’s identity consistent.

1.

Homestead’s brandmark may be shown with or without the tagline to allow flexibility in layout. Due to the nature of the logomark, it is to remain the same for both vertical and horizontal applications.

2.

Brand Standards Homestead

Logo

3.3

Size

The logo should never be used below these sizes in order to keep it clear and legible. Following these guidelines makes Homestead a trustworthy brand across all print and digital brand collateral.

1.

1.38�

2.

1�

Brand Standards Homestead

3.4

Logo Clearspace x

Clearspace is the amount of space designated to the surrounding area of Homestead’s brandmark. The brandmark should maintain proper clearspace to keep the brandmark visible and stand with emphasis.

x

Homestead has established clearspace based on the letter “H” from the brandmark.

x x

x

Brand Standards Homestead

3.5

Logo Color

The most used variation of the logo should be in these colors. Ultimately the logo should provide contrast against the background. Care should be taken so that the brandmark does not clash with the background they are placed over.

PMS 7622 C CMYK: 29 100 89 36 RGB: 129 21 32 Hex #: 811520

PMS 475 C CMYK: 2 11 18 0 RGB: 247 225 205 Hex #: f7e1cd

Brand Standards Homestead

3.5

Logo Color | Secondary

These colors can be used for collateral materials and other touchpoints but should remain secondary to the main color palette. Care should be taken so that the brandmark does not clash with the background they are placed over.

PMS 2011 C CMYK: 2 50 98 0 RGB: 242 146 36 Hex #: f29224

PMS 7417 C CMYK: 9 87 98 1 RGB: 218 71 40 Hex #: da4728

PMS 483 C CMYK: 35 93 88 55 RGB: 95 22 20 Hex #: 5f1613

Brand Standards Homestead

3.5

Logo Color | Black and White Application

There are times when the logo must be in greyscale. These guidelines show how to properly display the logo this way.

CMYK: 0 0 0 0 RGB: 255 255 255 Hex #: FFFFFF

CMYK: 0 0 0 50 RGB: 154 154 154 Hex #: 949494

CMYK: 0 0 0 100 RGB: 0 0 0 Hex #: 000000

Brand Standards Homestead

3.6

Logo Imagery

The main color logo should be used on top of imagery with a light background.

The placement should clearly display the logo and offer the most contrast between the background image. The brandmark can also be shown with the tagline if needed.

If the image does not have a light background, another color may be used in order to provide contrast, but only in rare cases. Ultimately the imagery should be chosen in order to pair with the main color logo.

Brand Standards Homestead

3.7

Logo Wrong Uses | Logo

It is important that the logo is not used incorrectly. Please do not apply the following effects or treatments to the logo as they could change the meaning of the brand.

Do not apply effects.

Do not stretch the logo.

Do not straighten the logo.

Do not use a different font.

Do not reflect the logo.

Do not use a different brand color for the logo.

Do not tilt the logo.

Brand Standards Homestead

3.7

Logo Wrong Uses | Imagery

Do not reduce the opacity.

Do not place the logo on a face.

Do not place on a busy photograph.

Do not place on a non brand color.

Brand Standards Homestead

4.1 Typefaces 4.2 Hierarchy

Section 4 Typography

Brand Standards Homestead

4.1

Typography Typefaces

These typefaces have been chosen to reflect the brand and express its welcoming and comforting values.

Custom Type

These typefaces should be used in both web and print applications to maintain consistency in the brand. Avenir is the primary typeface and Optima should be used sparingly for headlines and some copy.

Avenir

Avenir

Optima

Avenir Light Avenir Light Oblique Avenir Book Avenir Roman Avenir Book Oblique Avenir Oblique Avenir Medium Avenir Medium Oblique Avenir Heavy Avenir Heavy Oblique Avenir Black Avenir Black Oblique

Optima Regular Optima Italic Optima Bold Optima Bold Italic Optima Extra Black

Brand Standards Homestead

4.2

Typography Hierarchy

The purpose of hierarchy is to create contrast and make information accessible to the reader. Use the following guidelines in order to achieve these goals.

Header: Avenir Heavy 25 point size; 30 leading; 20 tracking Subheader: Avenir Heavy 16 point size; 20 leading; 40 tracking Body Copy: Avenir Book 10 point size; 12 leading; 20 tracking The spacing from the subheading to the body copy should be twice as much as the space between the header and subheader. The spacing in the example is indicated by “X�.

Header x Avenir x x

Body Copy Cea is porumquide cori repe eum aut qui bla vollacc ullabo.

Os am abo. Ut et laboris untus, niminum estiossit quiatus consequi comnimporis quodis doluptis Maion rem qui adissunt es magnam est post, nonescias aceatem ostioribus, cumquae magnit vellore latis delesciet qui verfere hendae la veligent.Ihiciis accuptaqui conetur, vendi ut eiusam net lam ium ne.

Brand Standards Homestead

5.1 Store 5.2 Products 5.3 Advertisements 5.4 Website and App

Section 5 Touchpoints

Brand Standards Homestead

unsplash.com crackerbarrel.com psdmockups.com mockupworld.com mrmockup.com flaticon.com freepix.com unblast.com

Section 6 Credits