Š 2014 KAYLIE BECKLEY Book & Cover Design by Kaylie Beckley Imagery of Barbecue & Flames found through Flickr. Created in fall of 2014 for Kansas City Art Institute, Design Systems Course, required for the Graphic Design major. Taught by Michael Kidwell.
DON’T FORGET THE BUBBLES...
K I TC H EN SI NK WHO ARE WE?
6 –19
BRAND ELEMENTS
20–35
TOUCHPOINTS
36–63
T H I S I S W H AT. . .
M A K E S U S WH O WE ARE
8
EVERY ONE BEGINS SOMEWHERE RIGHT?
W E S TA R T ED I N 1996
9
After winning multiple barbecue competitions back to back; three people had a dream of starting a restaurant. Pictured are Jeff and Joy Stehney and their good friend Joe Jon Davidson. In 1996 a opportunity arose to open a restaurant in a small gas station in Kansas City, Kansas. They choose this location, because it was close to home. Making the best barbecue doesn’t just take time it takes passion. Something these 3 have had for almost twenty years. With it being close to home they could put in the hours needed to make the best quality barbecue they could. From this Joe’s Kansas City was born.
Left to Right: Joe Jon Davidson, Joy Stehney, and Jeff Stehney
10
I F T H E R E I S O N E T H I N G T H AT J O E ’ S K N O W S . . .
I T IS B A RB EC UE
11
After being open for seventeen years it is safe to say we have perfected our barbecue technique. Although our name is changing, everything else will be the same. The same sauce, the same smoke, the same aromas, the same memories, the same owners, and yes, the same long lines. It’s all the same. All except the name. Oklahoma Joe’s was a good name. We’ll always be proud of it. But for us, as a Kansas City Owned and operated company, Joe’s Kansas City is a better name. It better reflects who we are and where we are. Kansas City is the barbecue capital of the world and we want our name to communicate our pride as being a part of Kansas City’s long and deep barbecue tradition. This is the truth at the heart of our decision to change our name, and create this new branding experience. Thank you!
12
13
W H AT A R E W E . . .
ALL ABOU T? In a city where barbecue is everything, we are determined to stand out from the rest. We aim to make the best quality barbecue with a homemade taste. So you feel right at home.
14
W H AT W E A I M T O B E . . .
J OE’ S AT T R I B U TES
15
UNIQUE
PROUD
MEMORABLE
PERSONABLE
16
O U R C U S T O M E R S A R E O U R FA M I LY. . .
THEY DESERVE NOTHING BUT THE ABSOLUTE BEST
17
18
W H O E N J OY S O U R F O O D ?
OUR A U D I EN C E
19
FAMILIES
KANSAS CITY TOURISTS
BARBECUE ENTHUSIASTS
W H AT I S J O E ’ S I D E N T I T Y ?
B R AN D ELEME NTS
22
LOGOTYPE The logotype for Joe’s focuses on being a memorable mark, that is unique from all of the other barbecue restaurants in Kansas City.
23
S TA G I N G A R E A This area shows how close the logotype can be placed next to other logos.
24
S E CO N DA RY LO G OT Y P E The secondary logotype is used in instances where horizontal type is ideal instead of a stacked format.
25
S TA G I N G A R E A The staging area for the secondary logotype requires enough breathing room for it to stand out.
26
BRANDMARK The brandmark is an abstract representation of a pig’s snout. The color of the brandmark can change, depending on the background it is laid upon.
27
BRANDMARK & SLOGAN The slogan signifies that Joe’s knows barbecue, and is a pun when paired with the pig snout. Joe’s (nose) barbecue.
28
S I G N AT U R E The signature consists of the brandmark, secondary logotype and caption with the main focus on the brandmark.
29
The brandmark should be Proud White when placed on top of Glazed Orange.
The Logotype should never be paired with the brandmark.
The logotype should only be used with Ash Black or Proud White.
The only colors that should be applied to the brandmark are the 3 main colors.
IMPROPER USE OF BRANDING
30
T Y P E FA C E S
DINPro Bold
GOTHAM ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz
DINPro Bold is used for the main headers with 100 pointt tracking based on the point size of the type. These headers are always all caps.
Medium
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz
DINPro Medium is used for sub headers and is mostly used with all caps.
Light
0123456789
DINPro Light is only used for numerals.
Medium
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz
Gotham Medium is used for body copy when placed over an image. It is also used as a secondary header with 150 point tracking depending on the point size of the typeface. When using as a secondary header it must be in all caps.
Book
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz
Gotham Book is used for body copy
31
GOTHAM MEDIUM
I SMELL...
DINPro BOLD
BBQ DINNERS
Gotham Book
served with one side dish and texas toast
DINPro MEDIUM
Gotham Book
DINPro Light
RIBS & ONE MEAT
$13.59
three ribs, plus your choice of pulled pork, smoked turkey, smoked ham or sausage
HIERARCHY EXAMPLES Here is a typeface heirachy example pulled from Joe’s Kansas City menu.
32
BRAND COLORS Using Glazed Orange helps the brand stand out to gain the users attention, because Joe’s food is definitely something that shouldn’t fade from some ones memory. Blazing Orange also echoes that sweet barbecue taste.
GLAZED ORANGE PMS: 021U
ASH BLACK PMS: Black
PROUD WHITE PMS: White
C: 0 M: 69 Y: 90 K: 0
C: 0 M: 0 Y: 0 K: 100
C: 0 M: 0 Y: 0 K: 0
33
I M A G E R Y & T R E AT M E N T S There are two different ways to use Imagery that represents Joe’s Brand. One way is to focus on juicy detail of barbecue to make our customers taste buds flinch. Another form of imagery is flames, because the flames are what keeps our food cooking, without the flames, there would be no smoke. No smoke means Joe’s wouldn’t have that award winning taste.
70% Multiplied Ash Black overlay
100% Multiplied gradient of Glazed Orange and Proud White stretched over image
100% Multiplied gradient of Ash Black and Proud White stretched over image
THE IMAGES
34
W H E N I T CO M E S TO B A R B E C U E . . .
OUR FLAME NEVER DIMS
35
JOE’S LINGO Joe’s Kansas City branding focuses on having laid back verbiage. It is suppose to be as if you were talking to a family member with a sprinkle of barbecue humor. Our customers are our family...why would we treat them any different? Examples of our verbiage is used all throughout this book.
36
37
IT JUST KEEPS GETTING BETTER...
TO UC H P O INTS
38
39
BUSINESS CARDS
40
41
ENVELOPE
42
LETTERHEAD
43
44
ORDER TICKET
45
46
MENU (FRONT)
47
8.5” x 10”
48
49
MENU (BACK)
50
WEBSITE Joe’s website focuses on imagery of barbecue, and features a clean design. The language used on the website is laid back, almost as if we were talking to a family member which makes us unique compared to other barbecue restaurants. This helps customers feel as if they are right at home.
51
Logo moves to the current page the user is viewing.
Instagram feed populated with customer’s juciy food images. Yum.
52
G E T A M E A L O N T H E G O. . .
M OB I L E W EB S I TE In this scenario the user places a takeout order through the mobile website. This scenario can be viewed in motion at: vimeo.com/112221039
53
SYMBOL KEY: Finger Tap Swipe Motion
MAIN SCREEN 1 User swipes to the right to navigate through the menu.
54
MAIN SCREEN 2
MAIN MENU SCREEN
The user swipes through the navigation and taps on menu.
The desired dinner is tapped.
55
FULL MENU SCREEN
ADD TO ORDER SCREEN
The user swipes up and down to view the different options. Then taps on ribs & brisket.
The screen would slide down showing different options. The quantity of one dinner is chosen and added to order.
56
FULL SCREEN MENU 2
ADD A SIDE SCREEN 1
The user swipes through the navigation and taps on menu.
The desired side is tapped.
57
ADD A SIDE SCREEN 2
C O N F I R M AT I O N S C R E E N
After confirmation that the side has been ordered the user proceeds.
The user confirms that their order is complete.
58
T- S H I R T S
59
60
VEHICLE
61
BILLBOARD
62
63
S E E YO U S O O N . . .
WE WILL SAVE YOU A BITE