LITTLE AMERICA BREWERY BRAND GUIDELINES
CREATED BY KAREN VENTURA
CONTENTS
01 02 03
Logo Identity System pgs. 3-10
Typographic System pgs. 11-12
Typographic Hierarchy pgs. 13-14
04 05
Color Identity System pgs. 15-16
Branding Mock Ups pgs. 17-22
01
LOGO IDENTITY SYSTEM
An inside look at Little America Brewery’s logo identity system. Extensive overview on logo usage throughout various applications.
THE LOGO RESPONSIVE LOGO CLEARSPACE LOGO ON BACKGROUND LOGO ON PHOTOGRAPHY MINIMUM SIZE LOGO CONSTRUCTION LOGOMARK ANATOMY
3
THE LOGO Little America Brewery’s logo consists of a large mark and surrounding type. This dynamic approach in the logo is meant for an easily transferrable logo, perfect for any media. Two variants are primarily used when approaching color treatment.
DARK LOGO
LIGHT LOGO
4
RESPONSIVE LOGO VERTICAL The logo’s ability to reduce in complexity according to its size and shape is it’s responsiveness. To the right is the logo at a height of 1.0”, 0.5”, and 0.25” with detail reduction.
HORIZONTAL Since not all design may allow for a complex logo badge, here is an alternative horizontal version. To the right is the logo at a width of 2.0”, 1.0”, and 0.5” with detail reduction.
5
CLEARSPACE VERTICAL Clearspace exists to make sure no other elements of design invade a logo, preventing legibility issues. The measurement of clearspace is determined by the height of the star, as seen on the right.
HORIZONTAL In the alternative horizontal design, the clearspace is still determined by the star in each respective size.
6
LOGO ON BACKGROUND
7
LOGO ON PHOTOGRAPHY Little America Brewery’s logo may be placed on company photography. A black version of the logo is used to stand out from the various color an image may have.
When presented with a darker image, be sure to increase the logo’s legibility by using a white version.
8
LOGO CONSTRUCTION GRID ON LOGO While the logo construction was based on a highly symmetrical grid system, the asymmetry in the horizontal axis allows for a dynamic feel.
GRID ON LOGOMARK The logomark was made through a precise grid, where it’s entire structure is based on the height of the lobster legs.
9
LOGOMARK ANATOMY
A. A Star is integrated into the design to symbolize American pride in Little America Brewery.
B. Lobster legs are created in a way to resemble the stripes on the American flag, further connecting Little America Brewery to its national pride.
C. The lobster body is
comprised of a single beer bottle, flipped upside down to allow the neck to mimic a lobster tail.
10
02
TYPOGRAPHIC SYSTEM
Little America Brewery’s logo may be stripped down to two essential fonts. The pairing of fonts is discussed and a closer examination of character usage is displayed.
FONTS USED
11
FONTS USED CABBAGETOWN BOOK 1234567890
GOTHAM BOLD 1234567890
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03
HIERARCHY
Typographic hierarchy is established through a series of varying applications. Both fonts used in the identity system are assigned proper hierarchy guidelines.
HEADLINE TEXT BODY TEXT
13
HEADLINE TEXT CABBAGETOWN BOOK
Headers - 8pt
cabbagetown book
Subhead - 6pt
GOTHAM BOLD
Headers - 18pt
GOTHAM BOLD
Subhead - 12pt
BODY TEXT GOTHAM BOOK
Body - 11pt
14
04
COLOR IDENTITY SYSTEM
Specifications of color usage is indicated. Pantone, CMYK, RGB, and HEX color codes are provided for an ease of use, no matter which system is used.
COLOR PALETTE
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COLOR PALETTE Pantone: 20-0194 TPM CMYK: 86 57 76 78 RGB: 16 36 26 HEX: # 102419
Pantone: 7579 CP CMYK: 9 73 90 1 RGB: 220 94 40 HEX: # db5e28
Pantone: P 7-2 U CMYK: 2 7 29 0 RGB: 252 236 196 HEX: # fcecc4
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05
BRANDING MOCK UPS
Little America Brewery branding mock up examples are found in this section. All items shown where created with the guidelines provided in this manual.
BOTTLE & PINT GLASS BEER MENU STATIONARY SYSTEM
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BEER MENU Little America Brewery’s drink menu offers a variety of choices, from our monthly specials to our signature blends. A flight card is also created to accompany the drink menu.
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STATIONARY SYSTEM A professional stationary system is crucial to any branding identity, so a business card, two envelopes, and two cover letters were created in line with company guidelines.
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