BUFFALO WILD WINGS速 | STYLE GUIDE
CONTENTS
INTRODUCTION BUILDING THE BRAND THE ESSENCE OF THE BRAND OUR BRAND ESSENCE
03 04 05
01 LOGO GUIDELINES PREFERRED LOGO VERTICAL LOCK-UP HORIZONTAL LOCK-UP LOGO CLEARANCE
06 07 08 10 12
02 ICON GUIDELINES ICON LOGO CLEARANCE
14 15 16
03 INCORRECT USAGES
17
04 COLOR
20
05 TYPOGRAPHY
22
06 TRADEMARK GUIDELINES
25
STYLE GUIDE | CONTENTS
INTRODUCTION
Rome wasn’t built in a day, and neither are brands. It’s a process in which you play a vital role. You are a steward of the Buffalo Wild Wings® brand, and it’s up to you to use it consistently, consciously, and with conviction.
The Buffalo Wild Wings brand is something in which we all must immerse ourselves. We can’t just blindly follow a set of rules on paper. We need to fully embrace the Buffalo Wild Wings brand spirit. That’s how we’ll satisfy our Guests and grow the business. Don’t just live it. Be it.
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INTRODUCTION
ARE YOU FEELIN’ ME? If you’re going to talk the talk and walk the walk, you sure as heck better understand the language and know the way. That’s what this book is all about. It’s your guide to the Buffalo Wild Wings® identity…sort of an instruction manual and a road map all rolled into one. Now, we know you usually consult the instruction manual as a last resort or the road map after you’re already good and lost, but this book, we want you to start with first. Trust us, you’ll enjoy it.
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INTRODUCTION
OUR BRAND ESSENCE
PUTTING IT INTO PLAY. You shouldn’t say the Brand Essence because you should be it. It’s a spirit that should exist within you and within every Buffalo Wild Wings® location. Think of the Brand Essence as “leading by example.” Be the brand.
So, this is it. The Big Kahuna. The Mantra. The Guiding Principle. The one, most-important, all-powerful, Big Idea. This, above all else, is the focal point of the Buffalo Wild Wings® brand. Read it, learn it, commit it to memory, maybe even get it tattooed across your back (OK, let’s not get crazy here).
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01 LOGO GUIDELINES
BUFFALO WILD WINGS | STYLE GUIDE
LOGO
HOW DO I USE IT? Always choose the version of the logo that best fits the proportions of the application. For example, use the preferred version of the logo for most applications, and the alternative version (below) for extreme horizontal applications.
PREFERRED
PRIMARY
THE BUFFALO WILD WINGS LOGO IS THE MASCOT OF OUR BRAND The Buffalo Wild Wings速 logo and icon is our single most important visual asset. However, for our logo to retain its value, it must be used correctly and consistently. The preferred version of the logo is shown to the right. Alternate configurations listed in this guide may be more appropriate for some applications depending on production techniques and size requirements. The logo/icon must be present in all communications and must not be modified or re-created; use only approved digital files for reproduction. On the following pages, you will find examples of the Buffalo Wild Wings logos and icons as well as general guidelines for color, clear space and size. If you have any questions about how to use the Buffalo Wild Wings logo, please contact: Doug Rea, Creative Manager, drea@buffalowildwings.com, 952-540-2229.
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SECONDARY
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LOGO
HOW DO I USE IT? Use this lock-up for most promotions, ads and out of restaurant communications.
VERTICAL LOCK-UP WITH TAGLINE
FULL COLOR VERTICAL LOGO WITH TAGLINE The full color vertical version of the Buffalo Wild Wings® logo is the preferred orientation for usage. It should be represented on everything we create. And should be used in conjunction with our tagline "WINGS. BEER. SPORTS.™" to reinforce our brand identity, this logo, featuring the tagline, should be used on ALL materials distributed outside the restaurant, such as newspaper ads, fliers, direct mail, etc. The logo with tagline must appear at least once on these materials. The use of the tagline with the logo depends on the application for which it will be used. EXCEPTIONS There are two exceptions for tagline use: 1. Do not use the logo with tagline if the icon is less than .75" in diameter (due to space restrictions), as anything smaller becomes unreadable. 2. Do not use the logo with tagline on permanent items such as exterior signage. TAGLINE The tagline "WINGS. BEER. SPORTS.™" works in context with the logo. Do not separate the tagline from the logo, as the two elements work together to solidify our identity.
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DOWNLOAD B&W EPS | RGB JPEG
DOWNLOAD B&W EPS | RGB JPEG
NOTE: Use black logos when one-color printing is possible. Black is the only approved one-color application.
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LOGO
HOW DO I USE IT? Usually you will use this version for signage and other applications like t-shirts/gear and, in restaurant communications.
VERTICAL LOCK-UP NO TAGLINE
FULL COLOR VERTICAL LOGO NO TAGLINE In certain applications the full color vertical version with no tagline will need to be used. Due to space restrictions when the tagline would become unreadable and on permanent installations such as exterior signage.
DOWNLOAD 3C EPS | 4CP EPS | RGB JPEG
DOWNLOAD 3C EPS | 4CP EPS | RGB JPEG
DOWNLOAD B&W EPS | RGB JPEG
DOWNLOAD B&W EPS | RGB JPEG
NOTE: Use black logos when one-color printing is possible. Black is the only approved one-color application.
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LOGO
HORIZONTAL LOCK-UP WITH TAGLINE
FULL COLOR HORIZONTAL LOGO WITH TAGLINE The full color horizontal version of the Buffalo Wild Wings® logo is the preferred secondary orientation for usage. It should be used in extreme horizontal applications where the vertical logo doesn't work. And should be used in conjunction with our tagline "WINGS. BEER. SPORTS.™" to reinforce our brand identity, this logo, featuring the tagline, should be used on ALL materials distributed outside the restaurant, such as newspaper ads, fliers, direct mail, etc. The logo with tagline must appear at least once on these materials. The use of the tagline with the logo depends on the application for which it will be used. EXCEPTIONS There are two exceptions for tagline use: 1. Do not use the logo with tagline if the icon is less than .75" in diameter (due to space restrictions), as anything smaller becomes unreadable. 2. Do not use the logo with tagline on permanent items such as exterior signage.
DOWNLOAD 3C EPS | 4CP EPS | RGB JPEG
DOWNLOAD B&W EPS | RGB JPEG
DOWNLOAD 3C EPS | 4CP EPS | RGB JPEG
DOWNLOAD B&W EPS | RGB JPEG
NOTE: Use black logos when one-color printing is possible. Black is the only approved one-color application.
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LOGO
HORIZONTAL LOCK-UP NO TAGLINE
FULL COLOR HORIZONTAL LOGO NO TAGLINE In certain applications the full color vertical version with no tagline will need to be used. Due to space restrictions when the tagline would become unreadable and on permanent installations such as exterior signage.
DOWNLOAD 3C EPS | 4CP EPS | RGB JPEG
DOWNLOAD B&W EPS | RGB JPEG
DOWNLOAD 3C EPS | 4CP EPS | RGB JPEG
DOWNLOAD B&W EPS | RGB JPEG
NOTE: Use black logos when one-color printing is possible. Black is the only approved one-color application.
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LOGO
CLEAR SPACE WITH TAGLINE
ACCEPTABLE LOGO CLEARANCE To stage the logo properly, maintain a minimum clearance equal to the space between the bottom of the buffalo and the bottom of the outer circle (measured in “X”) around the logo and other elements.
X
X
X
X
X
X
X
X
X
X
MEASUREMENT OF "X" The measurement of "X" is defined by the height of the space between the bottom of the outer circle the and the bottom of the Buffalo. MINIMUM SIZE The size of the logo can change, depending on its use. However the logo must always be legible. To ensure this, the Buffalo Wild Wings icon should never appear smaller than .75" in length and width.
X
NOTE: It is also recommended that anything under .75" the icon should only be used. Please see PG 16 for icon guidelines.
X
MINIMUM SIZE .75"
.75"
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LOGO
CLEAR SPACE NO TAGLINE
ACCEPTABLE LOGO CLEARANCE To stage the logo properly, maintain a minimum clearance equal to the space between the bottom of the buffalo and the bottom of the outer circle (measured in “X”) around the logo and other elements.
X
X
X
X
X
X
X
X
X
X
MEASUREMENT OF "X" The measurement of "X" is defined by the height of the space between the bottom of the outer circle the and the bottom of the Buffalo. MINIMUM SIZE The size of the logo can change, depending on its use. However the logo must always be legible. To ensure this, the Buffalo Wild Wings icon should never appear smaller than .75" in length and width.
X
NOTE: It is also recommended that anything under .75" the icon should only be used. Please see PG 16 for icon guidelines.
X
MINIMUM SIZE .75"
.75"
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02 ICON GUIDELINES
BUFFALO WILD WINGS | STYLE GUIDE
ICON
THE BUFFALO WILD WINGS ICON The Buffalo icon is available to support and strengthen our brand identity. As stated on page 8 the logo with tagline must appear at least once on all materials outside the restaurant. For internal materials distributed and displayed in-restaurant, use the Buffalo icon as a graphic element to reinforce our brand identity. Use the Buffalo icon as a dynamic element of the identity palette. The icon should be used as a modern graphic device and should add to the unique Buffalo Wild Wings速 experience.
DOWNLOAD 3C EPS | 4CP EPS | RGB JPEG
DOWNLOAD 3C EPS | 4CP EPS | RGB JPEG
DOWNLOAD B&W EPS | RGB JPEG
DOWNLOAD B&W EPS | RGB JPEG
NOTE: Use black logos when one-color printing is possible. Black is the only approved one-color application.
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ICON
CLEAR SPACE
ICON CLEARANCE To stage the logo properly, maintain a minimum clearance equal to the space between the bottom of the buffalo and the bottom of the outer circle (measured in “X”) around the logo and other elements.
X
X
X
X
X
X
MEASUREMENT OF "X" The measurement of "X" is defined by the height of the space between the bottom of the outer circle the and the bottom of the Buffalo. MINIMUM SIZE The size of the icon can change, depending on its use. However the icon must always be legible. To ensure this, the Buffalo Wild Wings® icon should never appear smaller than .5" in length and width.
NOTE: The icon should never appear smaller than .5" in length and width except under extreme conditions. Please contact your Buffalo Wild Wings representative for final approvals
MINIMUM SIZE
.5"
.5"
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03 INCORRECT USAGE GUIDELINES
BUFFALO WILD WINGS | STYLE GUIDE
INCORRECT USAGE
APPROVAL QUESTIONS The identity should be used only in approved configurations and should not be recreated or distributed without permission from the brand standards manager. For approval and other identity related questions please contact: Jeremy Burke, Brand Manager jburke@buffalowildwings.com, 952-540-2009
WHAT NOT TO DO
INCORRECT USES Consistent presentation of our brand identity is essential to building and preserving brand equity. Here are a few examples of incorrect uses of our identity system.
Do not change the size or position of any of the elements in the identity system.
Do not add text to the identity system.
Do not reproduce the identity in an unapproved color or use the palette colors incorrectly.
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INCORRECT USAGE
APPROVAL QUESTIONS The identity should be used only in approved configurations and should not be recreated or distributed without permission from the brand standards manager. For approval and other identity related questions please contact: Jeremy Burke, Brand Manager jburke@buffalowildwings.com, 952-540-2009
WHAT NOT TO DO
INCORRECT USES Consistent presentation of our brand identity is essential to building and preserving brand equity. Here are a few examples of incorrect uses of our identity system.
Do not introduce special effects such as drop shadows, gradients or strokes.
Do not distort the identity. The logo should always remain proportional.
Do not use inadequate quality artwork. Do not use photocopied, low-resolution or recreated artwork.
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03 COLOR GUIDELINES
BUFFALO WILD WINGS | STYLE GUIDE
COLOR
PANTONE速 COLORS
BUFFALO WILD WINGS COLOR PALETTE The Buffalo Wild Wings速 color palette is communicated by the dominance of yellow and black with highlights of gray and white. The simplicity of this color palette distinguishes Buffalo Wild Wings from its competitors and enhances the prominence of the brand. Color specifications are provided; do not substitute different colors or add additional colors to the palette.
B-DUBS YELLOW PMS 116 C
B-DUBS BLACK
B-DUBS GRAY PMS 423 C
B-DUBS WHITE
It's a tool used to create emphasis and contrast by emphasizing particular colors we start to create a visual identity that quickly relates to Buffalo Wild Wings.
PRIMARY
NOTE: These are the only approved colors that may be used in any of the Buffalo Wild Wings logos.
HIGHLIGHT
4-COLOR PROCESS C 0 M 16 Y 100 K 0
4-COLOR PROCESS C 0 M 0 Y 0 K 100
4-COLOR PROCESS C 0 M 0 Y 0 K 60
4-COLOR PROCESS C 0 M 0 Y 0 K 0
RGB R 255 G 210 B 0
RGB R 0 G 0 B 0
RGB R 170 G 170 B 169
RGB R 255 G 255 B 255
HEX COLOR #FFD200
HEX COLOR #000000
HEX COLOR #AAAAA9
HEX COLOR #FFFFFF
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05 TYPOGRAPHY GUIDELINES
BUFFALO WILD WINGS | STYLE GUIDE
TYPOGRAPHY
TRADE GOTHIC CONDENSED The font family recommended for most Buffalo Wild Wing's communication is Trade Gothic Condensed. Available from most font retailers, including FontShop (www.fontshop.com) and Linotype (www.linotype.com)
PRIMARY AND SECONDARY TYPEFACES
AACHEN BOLD (CAPS ONLY)
AACHEN BOLD (PRIMARY) Typography gives our brand a voice. Our core typeface is Aachen Bold. Aachen builds upon our tone of voice and writing style and gives a distinctive look for our brand. It mostly used for headline's and should always be capitalized. TRADE GOTHIC (SECONDARY) Trade Gothic is our secondary typeface. It should be used as a compliment to Aachen Bold. It is mainly used for body copy and secondary headlines. It should never be used as a replacement for Aachen Bold for headlines.
ABCDEFGHIJKLMNOP 0123456789 TRADE GOTHIC BOLD CONDENSED NO. 20
ABCDEFGHIJKLMNOP abcdefghijklmnop 0123456789 TRADE GOTHIC CONDENSED NO. 18
ABCDEFGHIJKLMNOP abcdefghijklmnop 0123456789 NOTES Headlines (Aachen Bold) and sub-headlines (Trade Gothic Bold Condensed No. 20) should be all-caps, and body text (Trade Gothic Condensed No.18) should be uppercase/lowercase. When allowed headlines can be shown in black and body copy can be shown in gray (PMS 423C)
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06 TRADEMARK GUIDELINES
BUFFALO WILD WINGS | STYLE GUIDE
TRADEMARKS
USA AND CANADA USA:
NAMES AND PHRASES WE USE The words below are Buffalo Wild Wings® trademarked and registered company names, acronyms, taglines and phrases, promotions, and products. These words always require either a “ ® ” or “ TM ” when used in printed materials. Please note appropriate use of TM and ® symbols for all Buffalo Wild Wings trademarks. In body copy and text, the trademark or registration symbol for each mark must appear on the first mention on each page.
COMPANY NAMES Buffalo Wild Wings® Buffalo Wild Wings Grill & Bar® Taglines and Phrases Half Full or Half Empty? Who Cares! Free Refills™ Smilin’, Sizzlin’, Screamin’® Something Wild Has Come to Town!® Take the Flavor Home® Wings. Beer. Sports.™ Promotions Better-Be-Ready Blazin’® Blazin’® Challenge Blazin’ Wall™ Boneless Thursdays® Buffalo Circle® Margarita Mayhem® Wing Tuesdays®
Menu Items Big Mouth Wraps™ Big Jack Daddy Burger™ Buffalito(s)® Buffalo Chips™ Buffalo Legs® Buffalo Tenders™ Crave It! Combos™ Crispy Southwest Dippers® Grazin’ Greens™ Hand-spun Wings™ Hot Dog Slammers™ Most Valuable Platters™ Naked Tenders® Slammers™ Sauce-spun Wings™ Wild Flatbreads™
Sauces Asian Zing® Blazin’® Caribbean Jerk™ Honey BBQ™ Hot™ Hot BBQ™ Jammin’ Jalapeño™ Mango Habanero™ Medium™ Mild™ Parmesan Garlic™ Spicy Garlic™ Sweet BBQ™ Teriyaki™ Thai Curry™ Wild®
seasonings Buffalo™ Chipotle BBQ™ Desert Heat™ Lemon Pepper™ Salt and Vinegar™
Menu Items Big Jack Daddy Burger™ Buffalito(s)™ Buffalo Tenders™ Hand-spun Wings™ Naked Tenders™ Slammers™ Wild Flatbreads™
Sauces Asian Zing™ Blazin’™ Caribbean Jerk™ Honey BBQ™ Honey Garlic™ Hot™ Hot BBQ™ Jammin’ Jalapeño™ Kickin’ Honey Garlic™ Mango Habanero™ Medium™ Mild™ Parmesan Garlic™ Spicy Garlic™ Sweet BBQ™ Teriyaki™ Thai Curry™ Wild™
seasonings Buffalo™ Chipotle BBQ™ Desert Heat™ Lemon Pepper™ Salt and Vinegar™
CANADA:
COMPANY NAMES Buffalo Wild Wings® Taglines and Phrases Smilin’, Sizzlin’, Screamin’™ Wings. Beer. Sports.™ Promotions Blazin’™ Challenge Blazin’ Wall™ Boneless Thursdays™ Wing Tuesdays™
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PUT IT INTO PLAY…TODAY. So now, it’s up to you to take this identity guide and run with it. Help us deliver our brand consistently and with a purpose. Our brand is our single most important asset and remember don't just live the brand be the brand. ©2013 Buffalo Wild Wings, Inc. All rights reserved. In other words, don’t even think about copying this.
BUFFALO WILD WINGS | STYLE GUIDE
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