berm+brine B r a n d G u i d e l i n e B o o k | Vo l 1 . 0 | D e c 20 1 8
C ONT ENTS 01 : Our Logo
02 : Symbol / Logotype
03 /04 : Color Usage
05/06 : Photo / Pattern Background
07/08 : Unacceptable Usage
09 : Typography
10 : Color Palette
intr oduction Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps our brand looking professional and consistent.
s y mb ol / logoty pe
o u r lo go Berm and Brine's primary logo is rustic and down
Berm and Brine's symbol and logotype can be used in replace-
to earth. As a whole, it is telling of our roots; the es-
ment of the primary logo (but should never be used directly
sence of Duluth and the people who live there. The
next to the primary logo). For instance, do not use the logo-
rounded edges of the logotype support our inviting
type if the primary logo is close in proximity as it looks
atmosphere, while its' height and weight reinforces
Repetitive.
the stability of our brand. On the other hand, our logo softly emphasizes our welcoming atmosphere and
minimum size
The logotype or logo can be used when the full primary logo
authenticity.
The smallest the symbol should be represented is 2" inches high.
is not necessary. For instance, the logotype is predominantly
This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify the website, social media presence, and other materials. It is essential to the success of the
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used for the letterhead, business card, and envelope because it is strong enough to stand alone and still represents the face of our brand.
brand that the logo always be applied with care and respect in every application according to these guidelines.
1 | Brand Guideline Book
minimum size
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The smallest the logo should be represented is 2" high.
berm+brine minimum size The smallest the logotype should be represented is 2" inches wide.
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CLEA R S PA CE
n
C OLO R USA G E
B.
To ensure legibility, always keep a
logo will mostly be used in black or white (A,B,C), but can
minimum clear space around the
also be used in the red brand color. It will not be used in
logo. This space isolates the mark
the brand blue color.
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n
A.
from any competing graphic Elements that might conflict with, overcrowd, or lessen the impact of the mark.
C.
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N
N berm+brine N
N
3 | Brand Guideline Book
n
n
The color usage for Berm and Brine is fairly minimal. The
The minimum clear space is defined as the height of the N. The minimum space should be maintained as the logo is proportionally resized.
ph oto / pa tte r n B ACKG R OU ND There a few ways the logo can be used on photographic or patterned backgrounds, but each option should be executed
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with care, making sure the logo and type aren't obstructed by the image. In every case, overlay the blue brand color at the opacity of 70%, and place it behind the logo and in front of the image. This must be done as the logo delicate and can be difficult to see on a busy background.
TIP S
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1. Avoid busy images with too much detail. 2. Applying a darker transparent overlay on an image helps make text more readable. 3. Photos with shallow depths-of-field work best.
5 | Brand Guideline Book
A.
A. Don't rotate the logo.
UN AC C EPTA BL E US AGE
B. Don't enlarge any part of the symbol. C. Don't fill the logo.
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C.
B.
brine
D.
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D. Don't add drop shadows or other special effects. In order to maintain the authenticity of the brand you must follow a certain set of rules . Don't adjust the overall look of the logo by rotating, skewing, or distorting in any way. Here are some examples of how you should never use the logo.
E. Don't decrease the logotype. F. Don't warp the logotype.
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G. Don't add a stroke. H. Don't warp the logo
G.
H.
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I. Don't flip the direction of the logo.
7 | Brand Guideline Book
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berm+brine 6 1 3 C a n al St r eet D ulut h , Mn 0651 6 Berm a n d Brin e is a brewery a n d boutique tha t
This set of typefaces best represents the contemporary yet authentic feel of the brand and should be used across all print and web applications.
D OLC E VITA TE XT
dolce vita text
U S E F O R H E A D L I NE S A ND B O DY CO P Y .
re g ul ar, H ea v y
T R A C K I NG : 0 . 1 E M
a b c d e f g h i j k l m n o p q r s t u v w x y z
c aptur es the essen ce of D ul ut h a n d t he peopl e w ho li v e
1 2 3 4 5 6 7 8 9 0
there. I t i s a ut hen t ica l ly Min n esota n , d own to Ea r t h, soci a lly and env iron men ta l ly a wa re. Our compa n y offer s a uni q ue expe ri e nc e which combin es socia l iz in g, shoppin g a nd dr i nk i ng all i n o ne trip. we wa n t customers to feel a t hom e w hen they
aliens and cows
aliens and cows text
use for logotype.
REGUALR
are h e re . We a re loca t ed in t he hea rt of d own to w n Dulut h, o ffe ri ng b eer from the loca l ta p a n d our own c r a ft b r ew s,
9 | Brand Guideline Book
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black cmyk : 0 , 0 , 0 , 0
c olo r pal e t t e
rbg: 0 , 0 , 0 , 0
The vibrant, eye-catching color scheme is definitive of
Hex: 0000000
Berm and Brine's exciting atmosphere, while also help-
red
ing enhance the overall approachability of the brand.
cmyk : 0 , 91 , 93, 0
Consistent use of the color palette will not only re-
rbg: 255, 54, 3 3
inforce the cohesiveness of the brand, but color also
H e x : f f 3621
communicates a certain feeling to your audience.
b l ue cmyk : 1 0 , 2, 7, 0 rbg: 227, 237, 2 35 H e x : e 3e de b
70 % o pa c ity bl u e
Th a nk YOu
cmyk : 1 2, 6, 8 , 0
Refer back to this guide if you have any questions or
rbg: 222, 227, 2 2 7
concerns. These guidelines should give you enough
H e x : de e 3e 3
creative freedom to use the logos as you see fit while still making sure the brand looks its best across all
11 | Brand Guideline Book
applications.