branding manual
bagels. cocktails. what more could you want?
ingredients
about us 1.1 our story 1.2 our promise 1.3 our vision 1.4 tone of voice
logo design
color
2.6 2.1 3.1 clearspace primary logo primary palette 2.7 + 2.8 2.2 3.2 alternative treatment iconography secondary palette 2.9 + 2.10 2.3 + 2.4 3.3 improper usage patterns sub-mark 2.5 3.4 max + min textures
type
4.1 the right type 4.2 what type when
id system 5.1 business card 5.2 letterhead 5.3 envelope 5.4 stamp
packaging photography 7.1 6.1 photo don’ts bagel box 7.2 6.2 logo placing napkin 7.3 6.3 bagel photos coasters 7.4 6.4 cocktail photos drinkware 7.5 food + bev photos
communication strategy closing 8.1 web mockup 8.2 phone + app 8.3 insta ad
8.4 facebook ad 8.5 billboard 8.6 catering van
9.1 issuu 9.2 questions
about us
our story 1.1 our promise 1.2 our vision 1.3 tone of voice 1.4
our story
bagels. cocktails. it’s our thing. Just a local bagel shop on the come up. the bagel bar was founded in 2019 in Pensacola, Florida by a college student with a dream. It offers premium bagels made with water straight from Brooklyn and cocktails that’ll knock your socks off.
1.1
our promise
no bullsh#! fresh food and drinks. fun atmosphere. good times.
that’s the bagel bar way.
1.2
our vision
total world domination.
1.3
Okay maybe that isn’t completely doable but we’d at least like to see our company grow and become a thriving local business fully integrated into Pensacola’s downtown scene soon. We are projected to open in spring 2021 and will begin construction in fall 2019.
tone of voice
be quirky. keep it bold. stay authentic. 1.4
logo design
primary logo 2.1 alternative treatment 2.2 sub-mark 2.3 + 2.4 max + min 2.5 clearspace 2.6 iconography 2.7 + 2.8 improper usage 2.9 + 2.10
primary logo
2.1
logo features the a in bagel as a white sesame seed bagel. typeface used: helvectia neue thin
alternative treatment inverse of logo. don’t f#@! with the bagels colors. ever.
2.2
sub-marks
when to use the mark. 2.3
both full bagel + bagel with bite can be used interchangably on any branding of the bagel bar execpt within the logo and reverse logo.
sub-marks
bagel with bite
whole bagel
2.4
max + min Logo can go as big as your heart could possibly desire. However, do not go smaller than one inch across or the logo will become illegible.
unrestricted maximum
1� across minimum
2.5
clearspace When in doubt, bagel it out. Use the bagel as a guide around the logo to ensure enough clearspace is given.
= perfect amount of clearspace
2.6 2.4
iconography
beverages meet bagels. beverage bagel hybrid marks must use secondary color palette.
2.7
iconography bagel wine glass
bagel champagne glass bagel martini glass
Beverage bagel hybrid marks may be incorporated thoroughout the brand but primarily premiere in the “what beverage are you?� personality test.
bagel beer mug
2.8
improper usage 1.
4.
2.9
2.
5.
3.
6.
improper usage 1. Don’t apply gradients to the logo. 2. Don’t add dropshadows to the logo. 3. Don’t blur the logo. 4. Don’t distort the logo. 5. Don’t crop the logo. 6. Don’t tilt the logo. Basically just leave the logo alone.
don’t break the rules. 2.10
color
primary palette 3.1 secondary palette 3.2 patterns 3.3 textures 3.4
primary palette pantone 1235 c hex ffb81c
Colors can be used across the whole brand but make sure that pantone 1235 is not used for text with pantone living coral as a background or vice versa.
pantone 16-1546tcx living coral hex ff6f61
Pantone 1235 c and Pantone living coral were chosen for their liveliness. Pantone black c and pantone bright white are used to help balance out the other colors.
pantone black c hex 2d2926
pantone 11-0601tcx bright white hex f4f5f0
3.1
secondary palette pantone rubine red u hex db487e
pantone 4029 u hex f1d1a8
Pantone rubine red u strictly goes with the wine icon. Pantone 4029 u strictly goes with the champagne icon. Pantone 3570 u strictly goes with the martini icon. Pantone 124 u strictly goes with the beer icon. These colors were chosen for their close resemblance to the drinks they’re based on.
pantone 3570 u hex a7cc23
pantone 124 u hex d79133
3.2
patterns black with bagels
coral with bagels
white with bagels
3.3
Patterns can be used to help elevate the fun + graphical style the bagel bar encompasses. Black pattern is used on front of business card.
textures
brown cardboard
white wood
Textures are only to be used with food + bev photography.
3.4
type
the right type what type when
4.1 4.2
the right type
meet helvetica neue light abcdefghijklmnopqrstuvwxyz regular abcdefghijklmnopqrstuvwxyz bold abcdefghijklmnopqrstuvwxyz Helvetica Neue is the only typeface used for the bagel bar brand. Three different weights are used including light, regular, and bold. This typeface was picked because of its legibility and smoothness.
4.1
what type when
what type when? Light is used only for the bagel bar logo. Regular is used for all body copy. Bold is used to add emphasis.
4.2
id system
business card 5.1 letter head 5.2 envelope 5.3 stamp 5.4
business card
front of business card
34 s palafox st, pensacola, fl 32502 850.235.9826 thebagelbar@gmail thebagelbar.com
5.1
back of business card
letterhead
Dear bagel enthusiast, Some history on bagels. A bagel is a bread product originating in the Jewish communities of Poland. It is traditionally shaped by hand into the form of a ring from yeasted wheat dough, roughly hand-sized, that is first boiled for a short time in water and then baked. The result is a dense, chewy, doughy interior with a browned and sometimes crisp exterior. Bagels are often topped with seeds baked on the outer crust, with the traditional ones being poppy or sesame seeds. Some may have salt sprinkled on their surface, and there are different dough types, such as whole-grain or rye. Bagels are eaten toasted or untoasted. Though the origins of bagels are somewhat obscure, it is known that they were widely consumed by Ashkenazi Jews from the 17th century. The first known mention of the bagel, in 1610, was in Jewish community ordinances in Kraków, Poland. Bagels are now a popular bread product in North America, especially in cities with a large Jewish population, many with alternative ways of making them. Like other bakery products, bagels are available (fresh or frozen, often in many flavors) in many major supermarkets in those cities. The basic roll-with-a-hole design is hundreds of years old and has other practical advantages besides providing more even cooking and baking of the dough: The hole could be used to thread string or dowels through groups of bagels, allowing easier handling and transportation and more appealing seller displays. Linguist Leo Rosten wrote in The Joys of Yiddish about the first known mention of the Polish word bajgiel derived from the Yiddish word bagel in the "Community Regulations" of the city of Kraków in 1610, which stated that the food was given as a gift to women in childbirth. In the 16th and first half of the 17th centuries, the bajgiel became a staple of Polish cuisine and a staple of the Slavic diet generally. Its name derives from the Yiddish word beygal from the German dialect word beugel, meaning "ring" or "bracelet". Variants of the word beugal are used in Yiddish and in Austrian German to refer to a similar form of sweet-filled pastry (Mohnbeugel (with poppy seeds) and Nussbeugel (with ground nuts), or in southern German dialects (where beuge refers to a pile, e.g., holzbeuge "woodpile"). According to the Merriam-Webster dictionary, 'bagel' derives from the transliteration of the Yiddish 'beygl', which came from the Middle High German 'böugel' or ring, which itself came from 'bouc' (ring) in Old High German, similar to the Old English bēag "ring" and būgan "to bend, bow". Similarly, another etymology in the Webster's New World College Dictionary says that the Middle High German form was derived from the Austrian German beugel, a kind of croissant, and was similar to the German bügel, a stirrup or ring Thanks.
Courtney Goodman CEO
34 s palafox st, pensacola, fl 32502
850.235.9826
thebagelbar@gmail
thebagelbar.com
5.2
envelope 34 S Palafox St Pensacola, FL 32502
Courtney Goodman 5474 Cherub Circle Pace, Florida 32571
.55
front of envelope
back of envelope
5.3
stamp
.55
The stamp is to be used with all letters sent from the bagel bar.
5.4
packaging
bagel box 6.1 napkin 6.2 coasters 6.3 glassware 6.4
bagel box
6.1
napkin
6.2
coasters
6.3
drinkware
6.4
photography
photo don’ts 7.1 logo placing 7.2 bagel photos t7.3 + 7.4 cocktail photos 7.5 food + bev photos 7.6
photo dont’s 1.
2.
3. 1. Don’t use photos with poor lighting. 2. Don’t use blurry photos. 3. Don’t use over saturated photos.
7.1
logo placing
The logo should look like it fits with the photo and isn’t fighting against it. If the standard logo is too hard to read on photo the inverse logo may also be used. Logo should never cover the food or beverages.
7.2
bagel photos
7.3
bagel photos
7.4
cocktail photos
Cocktails should be shot straight on and should not be cropped unless pictured with food or for visual interest.
7.5
food + bev photos
Photography should focus on showcasing the food + beverages. The white wood texture is to be used while doing food + beverage photography pictures. This ensures consistency and not distracting background.
7.6
communication strategy
web mockup 8.1 phone + app 8.2 insta ad 8.3 facebook ad 8.4 billboard 8.5 catering van 8.6
web mockup
8.1
phone + app
the bagel bar
the bagel bar app would allow you to make quick orders to pick up, catering orders and take a personality quiz matching you to your perfect beverage.
8.2
insta ad
8.3
facebook ad
8.4
billboard
8.5
catering van
8.6
closing
issuu 9.1 questions 9.2
issuu
save paper. view this on isuu. issuu.com/courtneygoodman/docs/thebagelbarpages
9.1
questions
contact me.
courtney goodman thebagelbar@gmail thebagelbar.com/contactus
9.2
colophon.
designer courtney goodman photography courtney goodman
Instructor melina smyres course graphic design 2 date fall 2019 tech mockups mckup.com