Brand Standard Guidelines
Introduction to Something Blues’ Brand Located in the Junction neighborhood in Toronto, is an urban west coast Jazz inspired cocktail bar and cafe. It is targeted towards adults 30+ and is open for drinks, light meals, late night snacks and live music in a unique urban setting. Twin brothers, Kade and Jett Scott, both share a passion for 1950’s/60’s Jazz music and are looking to provide a place where people can come together and listen to music while drinking coffee or sharing a drink with friends. The Scott brothers’ cafe and bar will stand out from the rest as it is bringing the classic aspects of jazz and everything people love about it to an urban modernized time and setting. The junction is located in Old Toronto, and is a very up-in-coming urban area that is known for its incredible restaurants, cool shop and great music. The Scotts’ Jazz bar and cafe will fit right in with The Junctions unique atmosphere, and stand out from its competitors as a place where one can enjoy live Jazz music day or night, with coffee or wine. This cafe and Bar is targeted at those over the age of approximately 30, and the
prices are set at a level suitable for middle class income individuals – delivering high quality in a casual relaxed atmosphere. The main focus of this cafe and bar was to bring together something classic and timeless in a new urban setting. To achieve this, the design approach taken to represent the classic old characteristics was inspired by the art style Art Deco and East Coast Jazz. Art Deco is a movement of decorative inspired art and architecture that was first created in the 1920s, and then was well known later in the 1930s through Europe and the United States. The inspiration drawn from Art Deco is seen through the repetitive geometric patterns and sleek gold / metallic accents throughout the interior decorations of the bar and cafe. The main influence on the design, layout and graphics is East Coast Jazz, and this is seen and felt through the atmosphere created by colour scheme, music, drinks, art and interior decoration. East Cast Jazz is very moody and gritty, so this is brought out through the consistent colour of a deep emerald green and rustic wooden accents.
Brand Attributes Classy Urban Sleek Trendy Relaxed
Positioning Statement “Jazz it Up”
Something Blues Brand Standards Guidelines 1
The Corporate Mark
PANTONE MATCHING SYSTEM WORDMARK PMS 7710 C SYMBOL 1. PMS 356 C: [ 76% - M:35% - Y: 91% - K: 24% ] SYMBOL 2. PMS 1655 C: [ C: 1% - M: 86% - Y: 91% - K: 0% ] SYMBOL 3. PMS 7710 C: [ C: 84% - M: 43% - Y: 59% - K: 27% ] SYMBOL 4. PMS 522 C: [ C: 16% - M: 12% - Y: 13% - K: 0% ] PROCESS COLOUR WORDMARK SYMBOL
WHEN THE CORPORATE COLOURS ARE UNAVAILABLE USE ONLY 100% BLACK.
USE THE OFFICAL REVERSE ON ANY DARK GROUND
Something Blues Brand Standards Guidelines 2
The Corporate Mark
SPATIAL INTEGRITY ALWAYS LEAVE A BLANK SPACE OF AT LEAST 25% OF THE LONGEST DIMENSION ON ALL SIDES OF THE MARK.
MINIUM SIZE DO NOT REPRODUCE THE MARK AND SMALLER THAN ONE INCH BASAED ON THE LONGEST SIDE.
1inch
Something Blues Brand Standards Guidelines 3
The Corporate Mark
THE BRAND SIGNATURE USE ONLY THE OFFICAL COLOUR, POSITIONING AND SIZE WHEN THE TAGLINE IS COMBINED WITH THE CORPERATE MARK.
jazz it up
MINIUM SIZE DO NOT REPRODUCE THE BRAND SIGNATURE ANY SMALLER THE 1.5 INCHES BASED ON THE LONGEST DIMENSIONS. jazz it up
1.5 inches
Something Blues Brand Standards Guidelines 4
The Colour Pallete
Primary
PMS 4563 C: 75% M: 57% Y: 76% K:77%
Secondary
PMS 356 C: 76% M:35% Y: 91% K: 24%
PMS 1655 C C: 1% M: 86% Y: 91% K: 0%
PMS 7710 C C: 84% M: 43% Y: 59% K: 27%
PMS 522 C C: 16% M: 12% Y: 13% K: 0%
Typographic Specifications Display Typeface Used for prominent text such as headlines.
Body Text Typeface Used for smaller text such as body copy and captions.
ABCDEFGHIJKLMNOPQRSTUVWQYZ abcdefghijklmnopqrstuvwqyz Futura (T1) Bold
ABCDEFGHIJKLMNOPQRSTUVWQYZ abcdefghijklmnopqrstuvwqyz Futura (T1) Book
Something Blues Brand Standards Guidelines 5
Imagery
Patterns
Mix and Match Icons
Something Blues Brand Standards Guidelines 6
Brand Application: Stationary
something blues. JAZZ IT UP
October 16, 2017 Emmalisa Grella 1234 High Park Avenue Something Blues, IN 16728 Dear Mr. Smith, The first of a typical business letter is used to state the main point of the letter. Begin with a firendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph.
jazz it up
Beginning with the second paragraph, state the supporting details ot justify your purpose. MALISA GRELLA These may take the form of background information, statistic or first-hand account.EAMfew Designer short paragraph within the body of the letter should be enough to support your reasoning. T: 647 - 567 - 986
Finally, in the closing paragraph, briefly restate your purpose and why it is important. If emmalisa.grella@georgebrown.ca the purpose of your letter is employment related, consider ending your letter with your 1234 High Park Avenue Something Blues, IN 16728 contact information. However, if they purpose is informational, think about closing with gratitude for the reader’s time. Sincerly,
Kade and Jett Scott Partner Owners
jazz it up
Something Blues 1234 High Park Avenue IN 16728
EMMALISA GRELLA Designer Something Blues 1234 High Park Avenue
Something Blues Brand Standards Guidelines 7