BRAND GUIDE
PRODUCED BY iiiDESiGN, LLC SAN LUIS OBISPO, CALIFORNIA FRESH@iiiDESiGN.COM
COPYRIGHT © 2009, BIG SKY CAFE. NO PART OF THIS BOOK MAY BE REPRODUCED IN ANY FORM WITHOUT THE PERMISSION OF AUTHOR. ALL RIGHTS RESERVED. THIS BOOK WAS CREATED USING THE BLURB CREATIVE PUBLISHING SERVICE. BLURB.COM
TABLE OF
BRAND GUIDE
TYPOGRAPHY
4 INTRODUCTION
24
PRIMARY & SECONDARY TYPEFACE
26
WEB TYPEFACE
IDENTITY ASSETS 6
THE BIG SKY COLOR PALETTE
8
PRIMARY LOGO
10
ALTERNATE LOGO
28 VEGGIES
12 WORDMARK
COLLATERAL
USAGES
30 STATIONERY 32
COFFEE MUG
14
BLACK & WHITE USAGES
34
GIFT CARDS
16
BLACK & WHITE USAGES CONTINUED
36 MENU
18
SIZING FOR PRINT & WEB
20
CLEAR SPACE FOR PRINT & WEB
22
CORRECT USES AND INCORRECT USES
BRAND GUIDE
INTRODUCTION
This Brand Guide is a tool which helps ensure that design quality and standards are maintained. Using the Brand Guide will strengthen the foundation of the brand by bringing a sense of association between the restaurant and the logo. Upholding these design standards will bring recognizability to your business. Please be conscious of these standards, as they have been carefully constructed to compliment your brand identity with the highest craftsmanship possible. HIGH visibility and clear legibility are key to the success of the Big Sky Cafe identity.
4
IDENTITY
THE BIG SK Y COLOR
The Big Sky Color Palette is shown to the right in both
The 1-color black version should be used when
2PMS color (Pantone) and 4-color (CMYK) versions.
the Big Sky Color Palette is not an option or when black and white printing is the only option (ex:
There are four options to be used in print: 2PMS
newspaper ads).
color (Pantone), 4-color (CMYK), 1-color black, and 1-color white (knock-out).
The logo is also available in a 1-color white (knock-out) version. For maximum readability, the
These colors have been carefully selected to represent the atmospheric vibe of the restaurant. This primarily warm palette was inspired by the interior color palette of the restaurant and alludes to lively Mardi Gras colors. This selection of colors also allows for a variation in usages, compiling an assorted mix of collateral for an eclectic look. It is important to note that the Big Sky Color Palette should be used whenever possible. The 2PMS color version should be used when budget allows for the option to specify Pantone (PMS) ink. Otherwise, the 4-color (CMYK) version should be used.
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knock-out version of the logo should only appear on sufficiently dark, solid backgrounds. Please use your best judgement. The knock-out version should be used in conjunction with the Big Sky Color Palette when possible – PMS 229 (purple) and PMS 376 (green) are recommended.
2 COLOR (VENDORS) PMS 229
PMS 122
PMS 144
PMS 376
PMS Warm Gray 4
PMS Warm Gray 4
PMS Warm Gray 4
PMS Warm Gray 4
CMYK: 0 100 15 60
CMYK: 0 17 80 0
CMYK: 0 48 100 0
CMYK: 50 0 100 0
CMYK: 0 4 9 24
CMYK: 0 4 9 24
CMYK: 0 4 9 24
CMYK: 0 4 9 24
4-color (CLIENT)
PMS 229
PMS 122
PMS 144
PMS 376
PMS Warm Gray 4
IDENTITY
PRIMARY LOGO
The Big Sky Cafe logo uses a combination of
This is the Primary logo; meaning, when possible, the
illustration, type and color to visually describe the
logo should appear in its full color vertical version.
quality and service provided by the restaurant. The relationship between these elements has been carefully developed to create high visibilty of the mark balanced with clear legibility of the name. The relationship (size, positioning, etc.) between these elements should never be altered in any way. This logo integrates an artistic interpretation of the fresh produce avaliable at the cafe combined with a modern typeface to express the representation
The Primary Big Sky Cafe logo should always appear on a white background. This use is part of the Big Sky Cafe identity and will lend to quick recognition as well as naturally create positive associations with the logo itself. The only instance where there is an exception to this rule is when the logo is applied to the Outdoor Hanging Sign against a metal surface.
between the two styles that are often found in the
There are four 2–color versions which may be printed
cafe’s dining environment.
in either 2PMS color (Pantone) or 4-color (CMYK).
The consistent use of this logo (meaning a complete departure from using previous logos or looks) will be key to representing this restaurant as valuable
Each one consists of PMS Warm Gray 4 (gray), and uses either PMS 229 (purple), PMS 144 (orange), PMS 376 (green), PMS 122 (yellow). These should be used in print pieces where it is essential that the logo
and dependable to customers. If used in a consistent
appear in its true color—business card, stationary,
manner, this logo is designed to allow Big Sky Cafe
menus, etc.
to visually distinguish itself among other restaurants in the area.
The logo should be printed in 4-color (CMYK) in all full color printing opportunities—color magazine ads, color postcards, gift cards, etc.
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IDENTITY
ALTERNATE LOGO
The vertical logo is also available in a 1-color
The knock-out version should be used in conjunction
white (knock-out) version, called the Alternate
with the Big Sky Color Palette whenever possible
logo. This Alternate logo can be used when more
– PMS 229 (purple) and PMS 376 (green) are
impact is needed.
recommended. However, we recognize that not all situations can afford the ideal placement of the
There are four versions of the Alternate logo, which may be printed in either 1PMS color (Pantone) or 4-color (CMYK). Each one uses one of the main four colors from the Big Sky Color Palette, paired with the logo in solid white. As with the Primary logo, the PMS version should be used in print pieces where it is essential that the logo appear in its true color—business card, stationary, menus, etc. The logo should be printed in 4-color (CMYK) in all full color printing opportunities—color magazine ads, color postcards, gift cards, etc.
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logo. If the Big Sky Color Palette is not available, please be sure that the knock-out version of the logo only appears on sufficiently dark backgrounds, for maximum readability. If the logo must appear on a non-solid background, the background must not be so busy as to impede the clarity and legibility of the logo. Please use your best judgement.
IDENTITY
WORDMARK
The Wordmark was carefully designed to resonate
background must not be so busy as to impede the
a metropolitan feel. There is a careful balance
clarity and legibility of the logo (please use your
between the restaurant name and title for hierarchy
best judgement). When the Big Sky Color Palette is
and legibility.
not available, the 1-color white Wordmark should be applied to a 40% – 100% black or equal color value.
The logo was based on the typeface Century Gothic, but has been hand–altered for the logo.
The 2 color Wordmark (based on the Big Sky Color Palette), should always appear on white.
The Wordmark is used only in special cases where it is not appropriate to use the Primary logo. It is applied when a vertical format is not available to accommodate the Primary logo. Examples of usages include: the back of the business card, the coffee mug, the back of gift cards, the back of postcards, etc. The Wordmark has 3 versions to be used in print: The 1-color white Wordmark should be used on a solid color from the Big Sky Color Palette whenever possible – PMS 229 (purple) and PMS 376 (green) are recommended. If this is not available or if the logo must appear on a non-solid background, the
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The 1-color black Wordmark should be applied to backgrounds ranging from white to 55% black, or equal color value. If the logo must appear on a non-solid background, the background must not be so busy as to impede the clarity and legibility of the logo (please use your best judgement). Please do not place the 1-color black Wordmark on the Big Sky Color Palette. (Please see Black & White Usages p.10).
USAGES
BLACK & WHITE USAGES
PRIMARY When printing in black and white, the Primary logo may be used in 1-color black on backgrounds ranging from white to 55% black. If the logo must appear on a non-solid background, the background must not be so busy as to impede on the clarity and legibility of the logo (please use your best judgement). The logo should never appear in a tint of black, or be screened back. ALTERNATE When printing in black and white, the Alternate logo may be used in 1-color white on backgrounds ranging from 40% to 100% black. If the logo must appear on a non-solid background, the background must not be so busy as to impede on the clarity and legibility of the logo (please use your best judgement). The white logo should never have an opacity applied to it.
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PRIMARY 1-color BLACK
WHITE
10%
30%
40%
55%
40%
55%
100% BLACK
ALTERNATE 1-color WHITE
USAGES
BLACK & WHITE USAGES
WORDMARK The Wordmark logo has two black and white versions to be used in print: 1-color black may be used on backgrounds ranging from white to 55% black. If the logo must appear on a non-solid background, the background must not be so busy as to impede on the clarity and legibility of the logo (please use your best judgement). Again, the Wordmark should never appear in a tint of black, or be screened back. The 1-color white Wordmark should only appear on sufficiently dark backrounds. This ranges from a 40 % to 100 % black. If the logo must appear on a non-solid background, the background must not be so busy as to impede on the clarity and legibility of the logo (please use your best judgement). The white logo should never have an opacity applied to it.
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WORDMARK
WORDMARK
1-color BLACK
1-color WHITE
WHITE
40%
20%
60%
30%
80%
40%
100% BLACK
55%
USAGES
SIZING FOR PRINT & WEB
The logo can be enlarged proportionally to any size, however for ideal legibility in print, it cannot shrink below 0.8 inches in height for the Primary, and 1 inch wide for the Wordmark. The logo should be sized for clear legibility. For web usage, the logo cannot shrink below 108 pixels in height for the Primary, and 144 pixels wide for the Wordmark.
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PRINT (300dpi): 0.8 in/ 20.32 mm WEB (72dpi): 108 px wide
PRINT (300dpi): 1 in/ 25.4 mm WEB (72dpi): 144 px wide
USAGES
CLEAR SPACE FOR PRINT & WEB
It is essential to maintain the clear space around the logo in order to maximize clear recognition and visual impact. This area of isolation protects the logo from impeding imagery, graphics and page trim. In the case of the Primary logo, the clear space must be equal to the proportionate ratio of the x-height of the “big sky cafe” type. This applies to both print and web situations. The Alternate logo should be treated the same as the Primary logo, however the background color in which the Alternate logo appears on should extend to at least the minimum clear space. This applies to both print and web applications as well. In the case of the Wordmark logo, the clear space must be equal to the proportionate ratio of the x-height of the “big sky cafe” type. This rule is applied in both print and web situations.
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x
x
x
x-height x
x x-height x
x x
USAGES
CORRECT USES
INCORRECT USES
The Big Sky Cafe logo should always appear on
1.
any background but white.
a white background printed either using 2PMS colors, 4-colors, black or white. This use is part of the Big Sky Cage identity and will lend to quick recognition as well as naturally create positive
Do not place any version of the 2 color logo on
2.
Do not rotate the logo.
3.
Do not use another font in the logo other than the one specified.
associations with the logo itself. 4.
Do not stretch or condense.
5.
Do not alter the individual elements of the logo.
6.
Do not replace any of the veggies.
7.
Do not mix and match color combinations within the logo.
8.
Do not combine the logo with any other text or logo. The logo should stand alone with at least its minimum white space surrounding it.
9.
Do not screen or tint or apply opacity to the logo.
10. Do not allow the background color that the logo is placed on be any smaller than the minimum white shapce that should surround it.
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1
2
3
4
FRESH MARKET CUISINE
5
6
7
8
www.bigskycafe.com 9
10
TYPOGRAPHY
PRIMARY & SECONDARY
The type in the logo was based on the typeface
Univers 45 Light is usually used at a 70% Black and
Century Gothic, but has been hand-altered for the
tracked out to 30. Univers 45 Light is used below
logo. (This typeface should not be used as the
the address for the Big Sky Cafe phone number.
primary font on collateral).
When this occurs, the phone number should be tracked out to 110 to maintain clear readability.
The primary typeface, Kabel, is used in all of the collateral. It is used for headings, titles, call outs, and prices on the menu. In any application of Kabel, it is always highly tracked out (ie: letterspacing is wide), the type is always set in all lowercase, and small caps is turned on. Kabel should never appear in all lowercase. Kabel is usually used to distinguish headings, therefore usually appears in one of the colors from the Big Sky Color Palette, in a 90% Black, or reversed in White. Menu prices are also set in Kabel, in which case it is set in a 70% Black. The secondary typeface, Univers, is used for body copy and in cases where both lower and uppercase letters are used. This occurs primarily on the menu.
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Primary
SECONDARY
k abel
Univers
book
45 Light
abcdefghijklmnopqrstuv wxyz
123 456789 0
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV W X YZ 12 3 4 5 6 7 8 9 0
kabel
Univers
book
55 Roman
abcdefghijklmnopqrstuv wxyz
12 3 45 678 9 0
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 12 3 4 5 6 7 8 9 0
TYPOGRAPHY
WEB TYPEFACE
The type used in the Big Sky website is Geneva. Geneva is considered a system font. Geneva is set in all caps for menu titles and links and in sentence case for body. Body copy should be set at a 45% gray. Titles are set in one of the colors from the Big Sky Color Palette, or int he case of the menu, in 70% black. Links will appear in either one of the colors from the Big Sky Color Palette or white. Subheaders are distinguished by being set in the Big Sky PMS Warm Gray 4. This font should be used for any website updates to help keep the online design consistent.
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WEB Geneva Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
MAIN LINKS
TITLES SUBHEADERS
BODY
SECONDARY LINKS
ASSETS
VEGGIES
This vegetable set was created to provide additional design elements, mainly to be featured in the menus. Individual vegetables may be used as an accent to various forms of collateral. These vegetables are meant to be used in PMS Warm Gray 4, Black, or reversed in White. In order to keep them as an accent element and to maintain consistency, they are not meant to have any other color applied to them. The individual veggies should never appear over the Wordmark logo and should never replace any used in the Primary logo.
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COLLATERAL
STATIONERY
The business cards were created using both the Primary and Wordmark logo. This was done to allow the business card to be displayed vertically or horizontally. Paper stock: 100# cover, classic crest, brilliant white
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CHARLES MYERS PROPRIETOR
W W W. B I G S K YC A F E .CO M
1121 Broad Street | San Luis Obispo | California, 93401 8 0 5 . 5 4 5 . 5 4 01
COLLATERAL
MUG
The mug was created with the 2 color version of the Wordmark logo to fit the horizontal printable area on the mug.
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COLLATERAL
GIFTCARD
The options in the Big Sky Color Palette allow for a variation in usages. This enables diversity in colors for different pieces of collateral. A good use of different colors from the Big Sky Color Palette is especially apparent with the Big Sky Cafe Gift Cards and Charity Cards. The color of the card distinguishes the difference between the two, and the cards are accompanied by a card carrier, adding more color to the mix. This carries on the eclectic look and feel of the restaurant.
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COLLATERAL
MENU
There are three different menus for Big Sky Cafe: a breakfast/lunch menu, a dinner menu, and a beer and wine list style menu. Each menu follows a very clear hierarchy, layout and typography format. The menus also feature some of the decorative vegetable elements within the layouts. The Big Sky Color Palette is used to differentiate between the menus; PMS 229 (purple) for the dinner and PMS 376 (green) for the breakfast/lunch. The wine menus are placed on the tables in an array of yellow, orange and green menu covers, creating a festive, diverse color palette on the table tops.
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S I D E french fries sal ad of the day r o a s t e d g a r l i c p o tat o c r o q u e t t e s
m u lt i - g r a i n fa r r ag o r i ce s w ee t p otato fr i es
$ 2.75 $ 3.95 $ 3.95 $ 3.50 $ 2.95
D I S H E S brown rice v eg e ta b les o f th e day basket of bread ya m r i s ot to crispy sushi rice balls
$ 2.95 $ 3.50 $1.75 $ 3.95 $ 4.95
W W W.B I G S K Y C A F E .C O M 38