© Copyright Moats & Mortar 2022
BRAND GUIDE
Table Conten of ts
Once Upon a Time. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 • The Quest. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
• Times Past . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
• Goods and Wares . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Hear Ye Hear Ye . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
• Lords and Ladies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Our Gold Standard. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
• Striking Our Mark. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
• Artisan Codex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
• Knight and Day. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
• Ye Tall and Small . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
• Laws of the Land. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Hue and Cry. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
• Pigments and Colours . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Carved in Stone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
• The Scripts Ye Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
The Brand Awakening . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 • A Moment Captured. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
• Existing in the Realm. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Once Upon a Time
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These are not just mere stone structures...
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The t Ques
M
oats and Mortar is a medieval castle restoration and repair company that has been specializing in its craft since the early 13th
century. Our mission at Moats and Mortar is to keep your castles standing high and mighty after years of existing in this realm. Whether you need a deep-rooted repair or just a nice polish, you can trust us and our highly skilled masons to heal your castle. We understand that these are not just mere stone structures, they are a marvel and need to be preserved as such. When you notice your castle is in need of repair, trust only the best to carefully preserve the intricacies of its original and magnificent design.
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T i m es Past
O
ur history is as deeply rooted as yours, and we take pride in our long lineage of masons. The founders of Moats & Mortar were our
blood related ancestors. Our great, great, great, great grandfathers were the ones who originally constructed these towering giants and through each new generation our specialized masons were apprenticed to these masters of their trade. Learning one-on-one for as long back as we can trace our past, you can expect nothing but quality when we come to service your impervious home. We strive for perfection just as our ancestors have and satisfaction is a guarantee. Brick by brick we pay attention to the smallest detail, because even the tiniest flaw can cause an unyielding fortress to crumble. Aware and meticulous of the nature of stone working, we will make sure your castle will never falter and stand tall for generations to come.
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“
They are a marvel and need delicate 9
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s GoodWares a nd
W
hen choosing Moats & Mortar to service your stone-working needs, you can always rest assured you
will be getting one hundred percent quality one hundred percent of the time. We take pride in our product and operating at our highest degree makes us content and makes the client content. We offer a wide range of services, from restoration to bottom up construction, nothing is impossible.
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Hear Ye HearYe
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Lords a nd Ladies
W
e treat our clients like family and work very close with them through the whole process, as this tends to be a very personalized
type of repair. In this rare case, our clients are very wealthy and come from royal families. However, they still experience our service as anyone else would. The first thing they should feel is a sense of trust, especially considering their ancestors and ours probably worked together in this same type of manner when the castles were first being built. Masters of our trade, our clients are never disappointed in the quality of work provided. More often than not, our clients come back to us for follow up inspections and structural sound testing. Our clients are not limited to royal families however, as we have done work for historic restoration organizations in the past. Whomever has a castle in need of fixing is where you can find us.
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O u r Go l d St andard
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More than a mark Behold our logo mark. It should stand as strong and noble as the castles we are so famous for constructing, building, and in more recent times, repairing. Logos represent a brand, and everything that it stands for. However, ours goes a step beyond even that. Our logo is not just a logo to us. Taking into consideration our long lineage in this trade, this logo is more like our family crest and is even represented stylistically in that manner.
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ing k i r t S M a rk Our
A
s you can see, our logo consists of 4 key parts. The first element is the trowel, which is as important to a mason as a paintbrush is to an artist. The second component is the
shield, or family crest. This is to represent just how long this company has been in our family and we hope it gives an idea of how seriously we strive to live up to the expectations that were previously set by our founders. The third component to this carefully crafted mark is the banner, Victorian in style and elegant in execution, this is to represent the royal families that we work with. As masons, we do have etiquette when working with these respectable clients. And we feel that is one thing that makes us unique and different from the rest. We have learned to work as polite and mannered craftsman from the beginning and continue to work that way today. Finally, comes our name written on the banner. As we said before, we take our typography seriously and you should too. Not only because it’s part of our branding but because it can speak for itself too. We want to make sure the letter forms that are communicating our message are communicating the right one. All of these pieces together make our mark.
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Artisa n Codex
L
et’s talk about logo usage. We are proud of our mark, and we want
people to showcase it for the world to see. However, in that process we want to make sure our mark is being used properly and not being misrepresented. On the right hand page you will find a few versions of our logo. It will talk about how and when to use each.
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Laying the Framework Here you can see our mark in it’s truest form. Pictured to the left you can see our color logo, and the mark in gray scale. The color logo should be used whenever possible, but when it cannot be used, the black, white, or gray scale logo could be substituted. Refer to the next page for proper black and white logo usage.
Specialty Logos In certain cases, specialty logos can be used to add a flourish to our brand. Pictured to the right you can see moving from left to right we have a metallic ink specialty logo and an offset version. These should be used seldom in order to keep their unique and special quality. If you feel that using a specialty logo is appropriate, please contact us to receive approval.
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Knigh and Da t y
A
long with our unique colors, we also have the classic black and
white versions of our logo. The black one will be much more common, but the white one can still be seen around as well. Whenever possible, the color logo should be the primary one to use. However, we do have these choices as well just in case color is limited or not available.
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All Black Use all black version when color is not available or when the background is interfering with the colors. Also can be used when the logo needs to be bold and prominent.
All White Use an all white logo any time the logo lives on a black background, or on top of an image with 40% or more gray value.
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M DO NOT USE THIS VERSION OF THE LOGO ANY
M
1.5 INCHES HIGH.
M
SMALLER THAN
M IF SMALLER THAN
M
1.5 INCHES, USE THIS
M
USE THIS VERSION
M
VERSION. DO NOT SMALLER THAN 0.75
M
INCH HIGH.
M
M
VERSION.
M M M
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0.75 INCHES, USE THIS
M
M M
IF ANY SMALLER THAN
all T e Y Sm al l a nd
M
easurements are extremely important to masons and masonry. They are also
important to our logo’s appearance. To the left we have all of the rules listed about how to properly use the mark in different sizes. We want our mark to be recognizable at all times, so make sure to be mindful of what size you are using our logo at and that you are using the correct one. You’ll also see how much space should be left around each logo. No other elements should overlap in the clear space.
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Laws the Lan of d
A
s with any village, there are laws and rules. The same goes for using our logo.
This mark has not changed for centuries and we want to make sure to continue that tradition. Pictured to the right are some examples of things that should never be done to this mark. If you have to question it, than it’s probably improper usage. Just don’t.
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NAY THEE REMOVE ANY ELEMENTS
NAY THEE CHANGE ANY
NAY THEE CHANGE
NAY THEE OUTLINE
PIECES OF COLOR
THE FONT
THE MARK
NAY THEE ADD
NAY THEE ROTATE
NAY THEE PLACE ON
NAY THEE STRETCH OR
NAY THEE ADD ANY
ANY EFFECTS
THE MARK
TOP OF IMAGE WITH
SQUISH THE MARK
ELEMENTS TO MARK
FOLK IN IT
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Hue and Cry
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‘Morrow White Pantone 656 U
CMYK 0 0 0 0 RGB 255 255 255 HEX #ffffff
Guilded Gold
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Burgess Bronze Pantone 7550 U
CMYK 22 42 97 2 RGB 198 146 48 HEX #c69230
Black Knight
Pantone 7406 U
Pantone Neutral Black U
CMYK 12 31 95 0 RGB 225 174 48 HEX #e1ae30
CMYK 75 68 67 90 RGB 0 0 0 HEX #000000
s t n e m Pig Colours and
J
ust as our unique mark makes our brand special, the colors that have been chosen play a huge role in
declaring who we are. The gold represents the decorative and lavish structures we work with. The white and black represent our timelessness as a company. Any time the logo is being used in it’s color appearance these are the colors to be used, never stray from the look our founders laid down for us to follow.
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Carved in Stone
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The Scr ipts Ye Rea d
J
ust as the original masons built castles stone by stone and piece by piece, this is how we think
of the letters that describe who we are. Letter by letter, you should be able to recognize our company from typography alone. So, it goes without saying that one should never stray from the typographic system we have built up over the years. These typefaces are meant to further reinforce our brand and strengthen it. They should always be used when representing our company.
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Deutsch Gotchic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Rokkitt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Quicksand ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Deutsch Gothic is our title font. It is the font used in the logo and should be used in any type of headlining situation. Always be mindful to kern this font when using it. Rockkitt is the font used for subheadings in a body of text. It can also be used in sidebars, info-graphics, and call outs.
Quicksand is the font we use for our text type in large bodies of text. Anything that is not be considered a title, headline, subhead or call out, should appear in this font.
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The Brand Awakening
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Before
After
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t n e m o A Mtured Cap
I
t may be hard to believe, but even the way our images are represented goes into our brand identity. It goes
without saying that all images used should be high quality at 300 dpi. We don’t want any blurry images with our logo standing next to it just as you wouldn’t want imperfect stones going into your structure. We want our images to portray our brand just as our logo would so you might notice every image has a rough paper overlay. This is to represent our old fashioned heritage. Each image should be high in contrast with this textured overlay. Always make sure the images are still bright enough to see even if that means adjusting the brightness levels. Never put anything such as text or the logo over faces in images of people. To the left you can see some before and after images for your reference.
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Existing the Real in m
S
o what does our logo look like in the world? Here you can see it being put to use in our every
day life. From business cards to signs and equipment this is what our logo should look like when it is being used. Make sure to remember the rules of how to use this mark when applying it to products, promotions, and any other thing that exists in this realm.
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© Copyright Moats & Mortar 2022