Brothers Bar & Cafe Brand Identity

Brand Identity

Brothers Bar & Cafe March 4th 2017

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Guidelines

About Brothers Bar & Cafe Brothers Bar & Cafe offers a wide selection of spirits, wines and cocktails, mixed by our professional bartenders. We also offer high quality coffee served in many ways.

Guidelines

Introduction This document contains the visual elements of the Brothers Bar & Cafe brand and instruction on how to use it. Each element was designed to represent the brand. This Visual Identity booklet ensures consistency in the look and feel and the overall expression of the brand.

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Guidelines

Logo Concept: Font & Style The Brothers Bar & Cafe Logo is a customized font. Each component is crafted separately. The Logo should never be altered or typed in another font. Two fonts have been used: Didot Bold, for its refined balance of straight lines and curves, and Brooklin Regular, to give a clear vision of what we do. Two arrows are placed on the left and right side of “Bar & Cafe” for a better stability. The Logo is outlined and built on a lower arch structure. The result is elegant, firm and warm.

b a

8°

The curve follows this specific mesurement: there is an angle of 8° degrees from the virtual beginning of the lower arch structure a and the middle point of the Logo itself b

Guidelines

Logo Placement: Digital vs Print The white Logo is used for external print advertising. Websites Websites The Logo is placed in the upper left corner for easier recognition of the brand; the black version of the Logo is preferred.

Print, Digital Communication and Photography • The Logo is placed in the lower right corner.

• The Logo should not be used more than one time per page.

• In the pictures the white Logo is placed on the bottom right corner with 80% opacity

website

print

photography

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Guidelines

Logo Position: Clear Space Clear space is the area surrounding a Logo that is kept free of other graphics, partner identities and typography. The space surrounding the Logo should bemaximized at all times – it is important to let the Logo breathe. As illustrated at right, the minimum clear space surrounding the Logo is measured by the height of the “B”.

Logo Proportion: Minimum Size The Brothers Bar & Cafe Logo must be sized large enough to be easily read in every application. the Logo should generally appear larger than the specified minimum size.

6.65 mm 18.5 mm

Guidelines

Logo Color and Usage The Logo is designed in 2 versions: white, to be used on top of a gradient, image or dark background, and black to be used in white or clear background.

The white version of the Logo should always be preferred to the black one.

Only in exceptional and specific cases is allowed the red color for the Logo.

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Guidelines

Typography All Brothers Bar & Cafe materials use Roboto.

Roboto Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&@#$%*:;.,!?

Roboto Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&@#$%*:;.,!?

Roboto Light ABCDEFGHIJKLMNOPQRSTUVWXYZ a bcdefghijklmnopqrstuvwxyz 1234567890&@#$%*:;.,!?

Guidelines

Typography usage 1

Headelines

2

Body copy

Roboto Light 20px - 37px

Roboto Light 12px - 16px

#2b2b2b

#747474

RGB: 43, 43, 43

RGB: 116, 116, 116

CMYK: 0, 0, 0, 83

CMYK: 0, 0, 0, 55

Example 1

Sed perspiciatis

2

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident.

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Guidelines

Photography Our photography celebrates the soul of Brothers Bar & Cafe and its individuals. It portrays our employees, our customers, and authentic products.

It conveys our nature, as we make eye contact with the subjects and get up close and personal.

The lifestyle photography that supplements our portraiture shows candid, unstaged scenarios.

When it comes to product photography, we keep it clear, crisp and professional, ensuring product is the focus.

The white Logo must be added in the pictures with 80% opacity in lower right corner of each photo.

Guidelines

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Brand Identity Booklet Please use these guidelines to make the best use of your Logo All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the owner, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,� at the address: goosebonanno@gmail.com