Cipher Brew Works Brand Style Guide

STYLE GUIDE

TA B L E

01 02 03

OF CONTENTS BRAND

Our Story............................................................................................................................................ 04 Our Strategy...................................................................................................................................... 06 Our Mission....................................................................................................................................... 08 Our Values.......................................................................................................................................... 10 Our Voice.............................................................................................................................................12

IDEN TITY

Logotype..............................................................................................................................................14 Clear Space........................................................................................................................................16 Smallest Size......................................................................................................................................18 Use....................................................................................................................................................... 20 Misuse................................................................................................................................................. 22

V IS UALS

Color.................................................................................................................................................... 24 Typography.......................................................................................................................................26 Photography..................................................................................................................................... 28 Illustration........................................................................................................................................... 30 Pattern................................................................................................................................................. 32 Application........................................................................................................................................ 34

OUR STORY

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Created with quality of life in mind, Cipher Brew Works was born of the idea that craft beer can and should be every bit as enjoyable without alcohol. Hops-infused seltzers, teas, and sodas have emerged across the market as a delicious alternative to their alcoholic counterparts, but so far exist mostly as a single brew from an established brewery or as a line of beverage products that can be purchased for home consumption. Cipher aims to create a new experience - the craft brewery experience - sans the alcohol, carbs, calories, and foggy brains. Cipher Brew Works is a brewery unlike any other, providing the same exciting environment in a new way that anyone can enjoy.

OUR STORY

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OUR S T R AT E GY

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By creating an engaging and entertaining brand that centers itself around puzzles, brain teasers, cryptology, and mystery, Cipher focuses on the intellectual benefits of a craft brew experience without alcohol. By aligning both brand appearance and environment with existing alcoholic brewery brand strategies, we are able to present all of the ways in which the product provides the same excitement and enjoyment of alcoholic breweries without the consequences of alcohol. A focus on premium hops and superior brew quality coexisting with living life more fully presents the brand as the perfect happy medium for craft beer enthusiasts and those who live a more sober lifestyle.

OUR ST RAT E GY

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OUR MISSION

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Our mission is to create a unique, fun, safe space for socialization and gathering that doesn’t center around alcohol. We strive to produce superior quality hops-infused beverages with exciting branding that makes them as appealing as a craft beer. We wish to offer an alternative option for those who live a sober lifestyle, appeal to craft beer enthusiasts who want to decrease their overall alcohol consumption, and help normalize a lifestyle with less alcohol and clearer minds.

OUR M IS S ION

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OUR VALUES

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Quality: A high quality product that surprises and delights.

Experience: An exciting, energetic environment, providing a unique outlet for entertainment and socialization.

Community: Genuine people making genuine connections.

Safety: A safe space for everyone with a zero tolerance policy for harmful behavior.

Craft: Superior attention to process and flavor resulting in a superior product.

OUR VA LUE S

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OUR VOICE

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The Cipher Brew Works brand is unique, exciting, and clever, and its voice should emulate these qualities. Language should reference themes of codes, mysteries, riddles, and puzzles where appropriate.

It should be witty and entertaining.

Our tone of voice should never be judgemental or discriminating. It should encourage exploration of the brand values and non-alcoholic alternatives without demeaning those who still enjoy alcoholic beverages.

Our voice is intelligent, welcoming, and optimistic.

OUR VOICE

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LOGOTYPE

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15 LOGOT Y P E

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CLEAR S PAC E

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CL E A R S PAC E

c

c

c

c

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SMALLEST SIZE

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H: 0.5in

H: 0.42in

The minimum size of the logo, as indicated here, is 0.5 of an inch in height. The logo must not be reproduced smaller than 0.5 inches in any circumstance on print or screen to avoid loss in legibility. For small uses such as social media icons, the Cipher “c” in Antique over an Iron to Onyx gradient at 45° is appropriate.

S M A L L E ST S IZ E

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LOGO USE

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Logo must appear in Ivory or Antique over Onyx or Iron brand color backgrounds.

Logo must appear in Ivory over Antique brand color or photographic backgrounds.

Logo may appear in Ivory or Antique over Onyx or Iron brand color backgrounds.

Logo must appear in either Antique or Iron over Ivory brand color backgrounds.

USE

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LOGO MISUSE

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DO NOT stretch or distort the logo in any way

DO NOT angle the logo

DO NOT apply any visual effects to the logo

DO NOT use dark brand color logo over photos

DO NOT apply any stroke to the logo

DO NOT apply any alternative color to logo

M IS US E

DO NOT obscure any part of the logo

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COLOR

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ON Y X

IRO N

IVO RY

ANTIQUE

RGB 37, 36, 34 CMYK 20, 65, 66, 72 HEX #252422

RGB 64, 61, 57 CMYK 65, 60, 64, 51 HEX #403D39

RGB 255, 252, 242 CMYK 0, 1, 4, 0 HEX #FFFBF1

RGB 168, 118, 62 CMYK 30, 52, 86, 12 HEX #A7763E

RU ST

G O LD

DIG ITAL

RGB 185, 66, 38 CMYK 20, 87, 100, 9 HEX #B94226

RGB 232, 170, 20 CMYK 9, 34, 100, 0 HEX #E8AA14

RGB 145, 170, 20 CMYK 49, 17, 100, 1 HEX #90AB3D

COLOR

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TYPOGRAPHY

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PROXIMA NOVA LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%&*

PROXIMA NOVA REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%&*

PROXIMA NOVA BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%&*

T Y P OG RA P H Y

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PHOTOGRAPHY

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Photography used should showcase the brand values, emphasizing community and experience. Photographic images should intrigue and inspire the viewer, stoking curiosity about the brand and the product and building excitement around the brand’s departure from the norm.

P H OTOG RA P HY

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I L LU S T R AT I O N

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Illustrations should be limited to can designs and integration of can designs into menus, advertisements, or other promotional materials. Illustrations must have a central focal point with the brew name and type, and a themed pattern background. Brand colors should be used exclusively with the addition of one accent color per design. Accent color should suit theme and elude to brew type, and must be approved for use.

IL LUST RAT ION

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PAT T E R N

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The Cipher “c” pattern is in use for taproom wallpaper and branded stationery. It may appear in Onyx on Iron or in Antique on Onyx or Iron. Any further use of the pattern must be approved.

33 PAT T E RN

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A P P L I C AT I O N

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35 A P P L ICAT ION

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37 A P P L ICAT ION

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39 A P P L ICAT ION

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41 A P P L ICAT ION

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43 A P P L ICAT ION

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45 A P P L ICAT ION

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47 A P P L ICAT ION

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49 A P P L ICAT ION

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