BRAND STANDARDS MANUAL
TABLE OF CONTENTS BRAND MESSAGE
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BUSINESS SYSTEM
38
LOGOTYPES
6
Business cards Letterheads Envelopes
42 44 45
APPLICATIONS
48
Print application 3D application Digital application
49 55 60
Primary mark Secondary mark
7 14
IDENTITY SYSTEM
20
Approved color palette Graphic elements Approved typefaces
21 24 30
MISUSES
34
Logotype misuses Graphic elements misuses
35 37
Brand Message
The Hive Brewery is a collective that encompasses friends, community, food, music and our very proud home-brewed beers. Having started as a hobby, The Hive Brewery still stands by its ethos from the very first day. That is, to ensure it is a hub for everyone to come and enjoy a great time. Three things we truly care about are: community, music, and great beers. Here at the Hive, everyday is a day to bond with existing friends but also a day to make new ones. We, a very gregarious bunch, take pride in fostering an open space where everyone is welcomed to join the Hive family. Not only is our beer bar dog-friendly, but our rustic yet homely beer garden provides ample room for our doggie friends to also mingle while their owners do the same. Dance floors, weekend parties, craft sale, open mic and food trucks 4 days out of the week, whether you are one of the party animals or just down for a chilled pint of cold beer on a relaxed afternoon, you are sure to find a sense of belonging here.
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Our small-batch brews switch up now and again to keep things exciting for our adventurous patrons. Some our signature brews include King Mate, Hibitichin’, and Whorehouse Slaughter. Regardless of what your beer preferences are, you are sure to find one that fits your palette. Here at The Hive Brewery, in addition to putting our utmost effort into creating the most welcoming and enjoyable environment, we also take pride in the visual image we are delivering to people. This style manual will guide you through the design rules and formula we adhere to. Sincerely, Kelly Chiu
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LOGOTYPES
Primary Mark
Primary mark in full-color Usage This is the primary mark of The Hive Brewery. When full-color printing is an option, this is the logo to be used at all times on all brand-related materials, such as letterheads, business cards, website, and bottles. This particular logo is to be used particularly when it comes to collaterals that could potentially be introduced to first-time audience. It is of great importance that a vivid impression of The Hive Brewery is made upon first contact with the public.
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There are two different color variations for the primary marks in full color. These variations are designed with the intention of categorizing the different beers The Hive Brewery has to offer. While the primary mark with the red-brown wings will be used in the business system and other introductory collaterals, it is also used on bottled beers to signify darker beers such as stouts and porters. By the same logic, the logo with the orangebrown wings are used when signifying lighter beers such as saison, lager, apa, and pilsner.
Origin The Hive Brewery has always been a hub for a diverse range of people to gather and mingle, but more than that, because of its precious open space, it is also a collective in which different walks of life come together to build an enterprise, where everyone plays an equally essential part. These include owners of food trucks, artists and musicians that regularly perform here, the brewers and bartenders. In a way, the brewery is just like a beehive, everyone does their part to contribute to a greater collective goal - the creation of a wholesome community. The logo incorporates elements of the beehive analogy, combining it with a hop that is the bee’s body, to emphasize the efforts The Hive Brewery put into producing quality artisanal brews for our community.
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Primary 1-color and tints Primary one color is used only in instances when full-color printing is not available. Acceptable 1-color printing color options are as shown in this page. Black is only allowed when color is not an option. Note that it is appropriate to apply a tint of 80 percent to respective colors of the body and head of the bee when more contrast is needed.
Primary reversed Primary mark in reversed format is a good option when printed on solid color backgrounds. Notice that the reversed options are always more subtle and subdued. This is especially suitable when the logo takes on a more secondary presence compared to the overall design of the item. For example, limited edition brews, t-shirts, mugs etc. The reversed out text should only be the secondary options in these specific combinations here. Black is only allowed when color is not an option. 11
Primary Mark — safe space
The image on the right indicates the minimum safe space required around the primary logo of the Hive Brewery. On all four sides of the logo, there should be a minimum height of the bee’s head at least to ensure the logo is not interfered with other elements.
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Primary Mark — minimum size
Primary mark in full-color This mark will always be at a minimum width of .65 inch. Anything narrower than this will result in the illegibility of the wordmark. If application is required for this logo to be any smaller, a graphic element of just the bee will be applied in place of the bee with the wordmark. .65 inch
Reversed-out primary mark When the primary mark is reversed out as shown in the same manner here. The logo has to be at a minimum width of .75 inch. Any instance that requires the logo to be smaller should consider either opting for just the graphic element of the bee, or avoiding the reversed-out option.
.75 inch
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Secondary Mark
Secondary marks can be used when the added bee graphic poses as a distraction to the overall design of the product, or clutters the aesthetics of the design. This can include bottled beers, brewery merchandise but are not limited to these items.
Secondary mark with lines This mark is to be used with any of the color combinations composed of any of the primary colors. There are restrictions to the applications of the colors. (See page 35 for inappropriate uses) The stroke weight of the ornamental lines should not be changed in any occasions. Black is only allowed when color is not an option.
Secondary mark without lines This mark is the most versatile in terms of its applications. Bear in mind that if this secondary mark is used, the bee graphic should not be used in conjunction with this so that it conflicts with the primary logo.
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full colors
Secondary mark with lines in acceptable colors As indicated here are all the acceptable color ways of the secondary mark with lines. Black is only allowed when color is not an option. One color options are available as shown here. Tint variations are available when more contrast is required. A tint of 55 percent on the ornamental lines of respective colors are appropriate as displayed here. Black is only allowed when color is not an option. Reversed-out options for secondary mark with lines are acceptable in these secondary colors in these specific pairings.
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1-color and tints
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Reversed-out color ways
1-color
Reversed-out
Secondary mark without lines in acceptable colors As indicated here are all the acceptable color ways of the secondary mark without lines. Black is only allowed when color is not an option. 17
Secondary Mark—safe space
Both of the secondary marks require a minimum space of the height and width of the capitalized E on all sides as buffer to any nearby elements. 18
Secondary Mark—minimum size
.65 inch .75 inch
.75 inch .85 inch 19
IDENTITY SYSTEM
Approved Color Palette Dark Green
Pantone 5535M R44G83B76
Primary color palette C81M48Y63K3 HEX 2C534C
Here are the three primary colors of The Hive Brewery. Primary colors are most commonly used in all logos but are not limited to logo use. They are most quintessential to the character of the brand. These are the only allowed colors for any logos, other than the very rare instances where color printing is not available, in which case black printing is excused. In addition, logos will be applied in specific secondary color pairings for reversed-out printing (see page 23).
C0M72Y100K33 HEX AE4C12
The primary colors derive from the core elements of the Hive Brewery, which are warmth, brews, and hops. The two warmer brown tones are designed purposefully for the sake of the categorization of beers, with the lighter orange tone representing light beers and the darker red-brown representing darker beers.
Orange Brown
Pantone 471M R174G77B18
Red Brown
Pantone 1817M R113G52B35
C35M80Y86K42 HEX 713323 21
Muted Green
Pantone 444M R114G132B128
Warm Grey
C49M29Y38K22 HEX 72847F
Muted Orange
Pantone 722M R205G135B92
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C44M33Y43K2 HEX 95998D
Black Green
C0M43Y60K20 HEX CD875B
Muted Red-brown
Pantone 7525M R159G113B96
Pantone 5497M R149G153B141
C21M48Y51K25 HEX 9F715F
Pantone 553M C22M13Y26K72 R81G85B79 HEX 51554F used in place of black
Off-white
Pantone 7541M C4M2Y4K0 R242G243B240 HEX F2F3F0 suitable for backgrounds, reversedout text and graphics
Secondary color palette Secondary colors are designed to complement primary colors but not overpower them. Therefore, they are muted variations of the primary colors and neutral colors that can be applied in text, backgrounds, graphical elements etc. The only instance in which secondary colors are adopted in the logo itself is in the case of reversed logos. The color pairings of reversed logos are as follows (see page 16) : Background Pantone 1817M Mark Pantone 7525M Background Pantone 471M Mark Pantone 722M Background Pantone 5535M Mark Pantone 444M Even though secondary colors are appropriate for graphic elements, backgrounds and text, individual colors may be preferable for one purpose to another. Therefore, prior to any application, it is necessary to consider legibility, harmony and printing constraints. For example, the bee graphic begins to render unreadable at minimum width of .35 inch, unless it’s on a highly contrasted background. 23
Graphic Elements
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There are three main options of graphic elements—the stand-alone bee, the double-layered lines, and the tagline. Graphic elements can take on both secondary colors and primary ones. When applying graphic elements, it is of vital importance to consider the safe space required around the logos. No graphic elements are excused from the safe space around logos. It is without saying that each option has their own intended purpose. However, the designer is at liberty to make the ultimate decision in its application as long as it is with a thought-out intent. All graphic elements are allowed in black only when color is not an option.
Double-layered lines These are the go-to option for creating hierarchy, separating elements or allotting space. The double lines should always be the same color. The distance between two lines should not be altered. An example of the application would be the upper margins of the pages in this manual.
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Tagline
Bee graphic
Contrary to popular usage, taglines are used as stand-alone graphic elements that are not typically used in close proximity to the logos. These can be used on materials that are a part of a bigger system, such as coasters, glasses, decorative banners in the interior space of the brewery and so on. Typically, these are materials that do not require as much advertising of the brand as they are often secondary items in the branding system. The two different variations are designed for the sake of flexibility in adaptations.
This graphic is not to be mistaken with the logo. The logo is at all times used with the wordmark of The Hive Brewery. This graphic is only allowed to be used on its own or with other graphic elements. It is never allowed to be used with the secondary marks to create a logo.
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Graphic Elements—safe space
Safe space does not apply when graphic is used as a repeated pattern background.
Double-layered lines The minimum space required around this graphic is the height of the double-layered lines.
Tagline (variation one) The upper and bottom area of the graphic should be a minimum of the height of said graphic. On the left and right sides of the graphic, there should be a minimum space of the width of the word ‘see’ in the graphic.
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Tagline (variation two) This graphic requires a minimum height of the graphic on both the upper and bottom area. On both the right and left of the graphic, the minimum buffer is the length of the word ‘Buzz’.
Bee graphic The safe space around the bee graphic can be determined by the diameter that is the width of the bee’s wings. Once the circumference of the circle is established, adding the additional width of the bee’s head. outside of the circle will yield the total amount of safe space required. It is important to take note that this safe space applies to everything except for the secondary wordmarks. This is to avoid the similarity between that combination and the primary logo. The safe space between the bee graphic and both secondary logos should be a minimum of the height of two entire bee graphics. 28
Graphic Elements—minimum size
Double-layered lines
top to bottom measurements: .17 inch stroke weight: .07 inch .09 inch stroke weight: .03 inch .05 inch stroke weight: .015 inch
Proportions of the double-layered lines at smaller scales are especially specific so that legibility and cohesiveness can be maintained. These are measurements of this graphic at minimum size. Anything that is smaller than this should avoid this graphic.
Taglines .2 inch
.15 inch
Bee Graphic
.35 inch
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Approved Typefaces
Basic Sans Regular + Italic
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Light + Italic
Bold + Italic
Primary typeface —Basic Sans
Black + Italic
This typeface is the main body text choice, both in print and web. Although, there are exceptions to which it serves as body text, namely more formal printed business items such as letterheads. This also works as subheaders on digital materials due to its easy readability. Contact information on various materials are Basic Sans, as the typeface performs outstandingly on small scale items. For even higher legibility, this typeface works well paired with Black Green (see page 22) Never use Basic Sans Black for body text, as the chunkiness of the weight disrupts legibility. Notice there are more weights to this typeface than the ones listed here. However, the ones listed here are the only approved weights.
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Eskorte Latin Regular + Italic
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Semibold + Italic
Bold + Italic
Secondary typeface —Eskorte Latin Eskorte Latin is a decently-sized Latin-Arabic type family. It conveys a crisp, tidy and inviting tone. It is just polished enough to not lose its character. In the application of this typeface, it is most commonly used in titles and headers of printed goods, however its use does extend to digital materials from time to time to jazz up the neutrality of Basic Sans. Extrabold + Italic
An instance of Eskorte Latin being used as body text font instead of Basic Sans is the body text of the letterhead. The sharpness of this typeface demonstrates a formal disposition, which is fitting in the case of a formal letter. The heavier weights on this typeface perform nicely as titles and headers because they are weighty yet interesting-looking. Therefore, they are opted as the go-to titles of beers on the packaging. An important thing to take into consideration is printing this typeface at smaller scales. Make sure at all times that there is enough tracking and the serifs are not breaking off.
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MISUSES
Logotype Misuses
Never stretch the logo.
Do not arbitrarily tweak the space between the wordmark and the bee in the primary logo.
Body of the bee is always green when it is the full-color primary logo.
One-color tint version of the primary logo should always maintain an 80% tint on the body of the bee. Any other tint percentage is wrong.
Do not make up color pairings for reversed logos. See page 23 for approved pairings. 35
Never outline logos.
Never combine mix colors in the wordmark.
Never mess with logo placements.
Never tweak proportion and spaces between elements in a logo.
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This is not an option.
Graphic Elements Misuses
Never use colors outside of the approved colors.
Never change the distance between the double-layered lines.
Never warp or distort the graphic elements.
Never just use parts of the graphic element, unless otherwise stated.
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BUSINESS SYSTEM
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Business cards
42
The business card is 2 inches wide by 3.5 inches tall. Business cards are always printed on craft paper cardstock, which is also utilized in many other materials. The upper-left corner and lower-right corner are cut in a specific angle and length as shown here. The logo used in the business card is the full-color Dark Green and Red Brown combination. 1-sided business card saves cost but provides all the necessary information. Due to the small text, Basic Sans is chosen over Eskorte Latin.
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Letterheads
Katherine E. McCormick Professor of Design
Department of Art and Design
California Polytechnic State University San Luis Obispo, CA 93407
25 November 2017 The Hive Brewery was originally Bang the Drum Brewery, located on Broad Street in San Luis Obispo. I chose to recreate a business based on the foundation of Bang the
Drum because I saw the full potentials and great sense of community it embodies.
Bang the Drum is a local brewery in San Luis Obispo. The brewery focuses mainly on
craft brews and music. The space of Bang the Drum definitely shows a industrial, cool
and relaxed atmosphere. Bang the Drum only has a batch size of ½ barrel, which means they do not offer bottled beer or distribute their beers. Draft beer on tap is made daily to
sustain their clients. While I was in that environment, I felt nothing but comfort. Ev-
erything from the interior to the people working there and their patrons all added to
that relaxing yet fun factor. The patio area is incredibly suitable for a few friends kicking
back after a long day of work. During sundown, the string lights that hang all over the
patio turn on, along with the music throughout the indoor and outdoor area, making the
whole bar extra cozy.
Based on my observations, the brewery has been around for over five years with a very
solid following, albeit niche relatively. Their small facility is the main reason the business
cannot dabble in the bottled beer area. Thankfully there is a lot of room for expansion in the lot Bang the Drum currently locates in, as the brewery is the only business in
the rather spacious lot. Firstly, the company will have to increase its barrels, as well as
other equipments. Since Bang the Drum has such a successful characteristic of being a
neighborhood, mom-and-pop brewery, that does not have to be sacrificed just because of
expansion. Perhaps, homebrewing workshops can be implemented to increase interac-
tivity between the brewery and their patrons, but also create additional profits. Given the
advantage of being in a spacious lot and the fact that the brewery is primarily an outdoor
venue, seats can easily be expanded according to the growth of clientbase.
Sincerely,
Kelly Chiu
805 242 8372
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thehivebrewery.com
950 Orcutt Rd San Luis Obispo CA 93401
The letterhead is printed on US letter size. The paper type is cream 160g textured paper. 2-inch margin is required on both right and left sides of the paper. Content starts .30 inch from the primary logo on the top of the paper. The approved body text for letterhead is Eskorte Latin Regular. Type size should be 9.5 pt with a leading of 15pt. The rules of safe space apply here as well.
Envelopes
There are two different kinds of envelopes. One is the formal option and the other is a multi-purpose option. For cost efficiency, a multipurpose lighter-weight envelope was designed. The envelopes are designed to be sealed without stickers because there is a signature bee of the company on the outside flap of the envelope. An added quirk of the envelope shows on the inside flap of both envelopes. The tagline speaks to the recipient of the letter in a tongue-in-cheek way. Here are some specifics for each envelope.
Business envelope This option is only to be used for formal affairs of the company. This includes, but does not limit to corporate-tier transactions, letters written on behalf of the company, corporate contracts etc. When this envelope is used, any letter that goes in it should be on the company letterhead.
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Multi-purpose envelope This option can be used for both formal and more casual affairs. These envelopes are printed on standard paper, with the outside being the off-white secondary color stated in this manual (see page 22).
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APPLICATIONS
Print Application
3-sided table tent
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Coasters
52
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Paper bag
54
3D Application
Six-pack beer bottles
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Digital Application
60
Landing page
Home page
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Beers page
Team page
63
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Contact page