BRAND IDENTITY MANUAL
BRAND IDENTITY MANUAL DESIGNED BY FRANK WHITE
Table of Contents
Introduction...................................................................................................7 Investigation................................................................................................. 8
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THE COMPETITION......................................................................
Inspiration....................................................................................................... 12 Logo development................................................................................ 16 LOGO PROCESS..............................................................................
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Brand development.......................................................................... 20
22 ILLUSTRATIONS............................................................................ 25 PHOTOGRAPHY............................................................................ 26 TYPOGRAPHY................................................................................ 30 LOGOS & COLOR............................................................................
Application.....................................................................................................32
34 COLLATERAL.................................................................................. 38 MENU.................................................................................................... 40 TATTOO CARE KIT...................................................................... 43 BEER & TATTOOS......................................................................... 44 WEBSITE............................................................................................. 47 RESTAURANT.................................................................................
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S
kin and Bones is a one of a kind establishment that combines meat on the bone with a refined biker culture aesthetic. The restaurant itself is half bar and grill, and half tattoo shop. While here you can get a tattoo with your food. With a staff of awesome artists, and a flash sheet featuring 27 custom designs, we’re sure we can give you a kickass tattoo to show off to your friends.
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Here at Skin & Bones we have some of the most skilled tattoo artist in the world. Sed maio conem asitatquas dentisimus dolupta temporesequo iliam latus viduciatur, simus et eici nus ipis di odistii scipsum et evendio riscid quis dolorempos perepud igenien ihiliqu iduntia velestores ero et facilla boribus magnate vellabo ressus, senissimint Ulparciis sus sectotatibus et as etur solupta.
Introduction
Investigation
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e can confidently say that there are no other restaurants that do what we do here at Skin & Bones. We’re not saying that what we do has never been done before, but there is currently no other biker bar and grill that is also a tattoo shop all in one. There are plenty of biker bars and tattoo shops, but we’re the only place that’s both.
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The Competition The Full Throttle Saloon is really the only other biker bar that poses any kind of threat to us, and even still we’re not worried about them. Due to the fact that we are a bar and a tattoo shop we need to keep an eye on other biker bars, as well as other tattoo shops to see what they’re doing and how we can continue to be better then them.
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The above photos are taken of places that wish they could compete with us. From top left to bottom right they are Bethel Saloon, Bone Daddy’s Tattoos, Full Throttle Saloon, Vintage Tattoo, Hogs and Heifers Saloon, and Blue Ghost Tattoos.
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Inspiration
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here are a lot of visual influences that were used as inspiration when creating our brand. Combining tattoos and biker culture gave us so much to work with. In the end, however, we decided to shy away from the typical biker style and traditional tattoos and came up with something a little more refined and artistic.
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Etching “Etching is traditionally the process of using strong acid or mordant to cut into the unprotected parts of a metal surface to create a design in intaglio in the metal.� This style of art has a very distinctive line work that is used to show depth and shadows. Etching has also crept into the tattoo world as people have gotten ink in this style. It’s overall complexity and beauty is what caused us to deign our brand with this style in mind.
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The images above are some of the more crutial poieces of inspiration for the brand development. They consist of three etching designs (top left and right, and bottom middle). Along with three etching style tattoos (top middle, bottom left and right).
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Logo development
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ur logo has gone through several different stages of development before reaching what became the final logo. Even after deciding on a concept the actual style and look of the logo took time to nail down. Everything about our logo has been adjusted, tweaked, and sometimes changed entirely in the search to capture our brand.
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Logo Process At first, we thought that a typographic approach to our logo was the best option (top row), but after a few failed attempts that idea was abandoned. After several other directions and ideas, it was decided that the cross bones/ utensils was the way to go. As the idea was further developed multiple aspects changed. Including the style of illustration, the spoon being changed to a knife, and the typefaces.
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B A R GR I L L
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Brand development
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hile creating the brand identity, the core idea was to make a refined, artistic, yet still badass restaurant that everyone can enjoy. In order to achieve this goal, the entire brand had to be designed in a way that it would appeal to our target audience. That audience being primarily bikers, but also anyone who has an interest in tattoos.
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Logos & color There are two logos that Skin & Bones uses. There is the responsive logo (left) and the primary logo (right). The responsive logo should only ever be used on web, or when the primary logo would be too small. When it comes to color there are only the Skin & Bone primary color, and white. Both logos should be used in color whenever possible, and should not be altered in anyway.
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SKIN & BONES
Responsive logo. For use on mobile screens and small print outs.
Full final logo. Should be used in color whenever and wherever possible.
Skin & Bones Primary Color HEX: #002b41 C:90 M:00 Y:00 K:90 R:0 G:44 B:65
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Illustrations Skin & Bones has over twenty custom illustrations that are used throughout the brand identity. These illustrations depict different foods and drinks, and also include various biker paraphernalia. They were created in the etching style and use only the Skin & Bones primary color. These illustrations are used on the menu, as temporary tattoos, and are offered as real tattoos to be done by one of our highly skilled artists. They are not used to make a pattern, and they should never be altered in anyway.
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Hero Photos For any introduction page (like in this book) or hero images (like on the website) we use a large, close up, black and white photo. These photos can include food and drinks, tattoo artists, close up shots of our restaurant, etc. Regardless of what the subject is, it is always black and white, with white title text in the middle.
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The above photos are examples of images that we have used as hero images in our brand. Notice that both are black & white and are close-up shots. These examples do not have text over them in order to show more detail about the photos themselves
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The above photos are examples of images we have used for food photography in our brand. Notice that they are in full color, show a lot of detail, and are close-up shots of the food.
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Food Photos We uses a good amount of food photography as part of our brand. Since it is so important, we have strict guidelines for what these photos should look like. All food photography that we use is a close up shot, in color, and very high definition. We really want to show of how great our food looks, and getting the proper photos goes a long way in doing that.
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Typography Typography plays a huge part in the overall brand of Skin & Bones. We use three different typefaces for three different reasons. First, for headers only, we use Adorn Condensed Sans. Second, we use Adorn Serif for subheads. Finally, we use Karmina (regular) for any body copy. The headers and subheads are always in all-caps, and all the type is either the Skin & Bones primary color or white, depending on the color of the background.
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Adorn Condensed Sans
ADORN SERIF
Karmina
abcdefghij klmnopqrs tuvwxyz12 34567890! @#$%^&*()
a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
abcdefghij klmnopqrst uvwxyz123 4567890!@ #$%^&*()
Should only be used for headers and is always in all-caps.
Should only be used for subheads and is always in all-caps.
Should only be used for body copy and is normal case.
(regular)
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Application
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e believe that our brand looks so good that we want to show it off as much as we can. Now, we understand that we can’t just go around slapping our logo all over everything. We’re not crazy. We have rules. However, we do have a lot of cool stuff, and an awesome restaurant, that we can’t wait for you to check out.
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Restaurant If we had to describe our restaurant in one word, it would be badass. I mean, just look at it! We have actual Harley Davidson Motorcycles as our barstools. How many other bars have that? I’ll save you the trouble of finding out for yourself, it’s zero. No other bar has motorcycle bar stools. We’re the only ones. We also have a huge selection of beer. Why wouldn’t you want to visit us?
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The above photos include a picture of our awesome Harley Davidson motorcycle bar stools, our long row of bar taps, and our logo on the door when you first walk in. Cool, right?
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This is what you were waiting for, isn’t it? As you can see we have a secluded section of our restaurant dedicated strictly to the tattoo artists. Above you can see the whole tattoo shop, as well as some of our artists working,
Tattoo SHop You should already know this by now, but we’ll tell you again. We are not just a bar and grill, we’re also a tattoo shop for your inking pleasure. Our artists have years of experience, outstanding portfolios, and the top of line equipment. You don’t have to worry about the quality of your tattoo while you’re here, we can guarantee that it’ll be great. The only downside to getting a tattoo here with us is that you can’t drink beforehand, afterwards however, spend as much time and money you want at the bar.
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Collateral Like we said, there’s a lot of cool stuff that we have to offer. This includes an awesome menu, a growler full of beer, a tattoo care kit, and tattoos galore (both real and fake). Our temporary tattoos are primarily for your kids, but we won’t judge if you take a few for yourself. Everything you see here can be found at our rant, and trust us, they look even better in person.
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All of our super awesome collateral. All laid out together.
Menu Our menu was designed to look like a classic leather biker jacket on the outside, and we know how much bikers love patches. The front of the menu has several of our illustrations that were turned into biker patches, and the back has our logo turned into a large back patch, similar to how biker gangs have their logo on the back of their jackets. The inside doubles as a menu and a flash sheet. All the illustrations on the menu can be tattooed by one of our artists.
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Leather biker jacket inspired menu. Complete with custom biker patches.
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The Skin & Bones Tattoo Care Kit. For all of you post tattoo care needs.
Tattoo Care Kit In case you haven’t noticed by now, we’re all about quality. Whether that be the food, the design, or that tattoos, the higher the quality the better. Which brings us to our Tattoo Care Kit. Available for everyone who receives a tattoo from us. We’re taking the time to make sure your tattoos looks good now, and continues to look good after you leave. In this kit you’ll find soap, ointment, and lotion. IF you follow the instructions on the bottom of the tins, it’ll keep you rink looking good for years to come.
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Beer & tattoos We’re a biker bar, of course we have beer. But not only that, we offer it a kick-ass growler that just looks awesome. Yeah you can get a normal bottle of beer too, but where’s the fun in that? In case you’ve had too much beer, you can still get a tattoo from us, one that you hopefully won’t regret when you wake up. All of our tattoos are also available as temporary tattoos. These are primarily for children, but we don’t judge here.
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Beer and tattoos that you won’t regret in the morning.
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Homepage of the desktop site
Website Our website was designed in order to let people know exactly what we are all about. It tells everyone who we are, tells them when we are open, and allows people to make appointments to get a new tattoo. It’s very important that our website feels like the rest of our brand, so it follows all of our brand rules that you’ve been reading about here. Such as the hero images being black and white, and all of our typographic rules.
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About page
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Menu page
Artists page
Contact page
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Home page
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About page
Menu page
Artists page
Contact page
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