Brand Style Guide U P D A T E D M A Y, 2 0 1 8
TA B L E O F C O N T E N T S
I. About Ross Brewing Co. Mission statement Audience, associations, & goals
II. The Logo About the logo and how to use it Overview Supporting lockups Usage
III. Color Applying the color palette Overview Color palettes Using logos with colors
IV. Typography Where to use which fonts The Knockout font family 15 The Bourbon font 18
V. Assets
3 3 4
5 5 6 7
10 11 12 13
14 15 18
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Supplemental design assets
VI. Labels Beer can designs Overview Product images
VII. Application The style guide in use Event posters
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26 26 28
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ABOUT ROSS BREWING CO.
Our Mission
Ross Brewing Co. was founded to create awesome beers and share them with the world. Ross is a vehicle to empower us to help the community on a large scale. We live by our motto: Eschew the Ordinary. Choose the Bold.
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ABOUT ROSS BREWING CO.
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Audience
Young to middleaged professionals accustomed to being discerning with their craft beer purchases. They shop at small bottle shops as well as local grocery stores.
Associations
Sailing, relaxing outdoors with good friends and good beers, adventure, boldness, sustainability
Goals
Establish Ross Brewing Co. as a lifestyle brand with merch and a devoted following, distribute beer up and down the east coast
THE LOGO
Our Logo
GUIDELINES Do not remove elements of the logo except in cases where permitted in this style guide. Make sure the Trademark symbol is present to the upper right of every instance of the Ross wordmark.
The Ross logo shows off our adventurous side. Rough edges complement an industrial typeface, and the sailboat and horizon line carry over recognition from the old logo. Thin lines were thickened
and supporting type was updated to a consistent-width sans serif so the logo can be reproduced at multiple sizes. It is contained in a signal flag, a common flag shape used in sailing which vessels use to communicate.
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THE LOGO
Supporting Lockups The Ross branding was designed to be adaptable, as our message must be clear across a variety of media: packaging, event signage, the design of our tasting room, and more.
ROSS LOGO BLUE
ROSS LOGO WORDMARK
ROSS LOGO BADGE
ROSS LOGO ROUND
Review usage guidelines for these and the main logo across the next few pages.
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THE LOGO
Main Logo B U F F E R S PAC E = 1/2 HEIGHT OF INTERIOR FLAG SHAPE
GUIDELINES Make sure the logo is given proper breathing room. The space between the main logo and the closest object or text should be at least half of the height of the interior flag shape on each side. The main logo features fairly small text that should not be scaled down so far as to begome illegible. The logo should appear at no smaller than 1.5” wide. Other supporting lockups may be used in instances where a logo must be smaller than 1.5” wide. The same buffer space is required for Ross Logo Blue, and due to the addition of texture in this lockup, the minimum size requirements are a little different. Please ensure that Ross Logo Blue does not scale down to smaller than 2” wide.
1.5” 2”
The logo without “Red Bank, NJ” or the containing flag shape is used in Passaic Blue only on can labels, and shouldn’t be used anywhere else.
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THE LOGO
Ross Logo Wordmark GUIDELINES There is no minimum size requirement for the Ross Logo Wordmark, as long as it is legible. In most cases (except for when using this lockup as an icon, such as the browser tab icon on the Ross website), the wordmark should be followed by the trademark symbol. It should appear in the upper right and be as small as possible while remaining legible. It is used as a modifier before Ross products (such as in “Ross Navesink IPA”). It is featured prominently on the front of the cans and bottles. Similarly, it can be used before event names on posters, as long as the main logo is also used at the bottom. In any official communication, a logo with the complete “Ross Brewing Co.” text must be present. The wordmark may be used in any of the Ross brand colors. Please review color guidelines in the next section for info on correctly choosing colors for this lockup.
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THE LOGO
Other Lockups GUIDELINES Ross Logo Round and Ross Logo Badge may by used to represent the brewery on social media or the website, or on merchandise, but should not be considered replacements for the main logo.
1”
Ross Logo Round has a minimum size requirement of 1” diameter. Ross Logo Badge has a minimum size requirement of 1.5” diameter (not including the NJ flags).
1.5”
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COLORS
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COLORS
Our Colors
PRIMARY
PRIMARY
ROSS RED
SHREWSBURY YELLOW
C20 M100 Y100 K11 #B52025 | PMS 186
C0 M16 Y100 K0 #FFD100 | PMS 109
PRIMARY
PRIMARY
PA S SA I C B L U E
M A N A S Q U A N TA N
C90 M66 Y60 K66 #06262D | PMS 5463
C18 M14 Y43 K0 #D4CD9F | PMS 5875
SECONDARY
SECONDARY
R A R I TA N B L U E
RIVER BLUE
C54 M23 Y29 K0 #7CA6AD | PMS 5493
C01 M68 Y0 K0 #215EAC | PMS 300
GUIDELINES Ross Red is unique amongst the Ross swatches because it is intended to be used as a Process (CMYK) swatch instead of a Pantone swatch. The only instance in which the Ross Red Pantone color should be used is in labels and packaging, where it will appear much brighter on screen. The website should use the hex code, and all other printed material should use the CMYK breakdown indicated. All other colors should use their Pantone swatches in all printed materials. River Blue is reserved for use on packaging. Other branded materials should use only Ross Red, Shrewsbury Yellow, Passaic Blue, Manasquan Tan, and Raritan Blue. The last of these should be used sparingly; the former four colors are the primary Ross colors.
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COLORS
Color Palettes N AV E S I N K PA L E T T E
S H R E W S B U RY PA L E T T E
M A N A S Q U A N PA L E T T E
PA S SA I C PA L E T T E
GUIDELINES When designing Ross collateral, use the proportions designated in these palettes to best feature the colors. The largest sections in each of the palettes represents the background colors; smaller sections can be used for text, objects, and textures.
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R A R I TA N PA L E T T E
COLORS
Using Logos with Colors
GUIDELINES Not every logo works on every color. Stick to the above chart to be sure whichever logo lockup you use is complemented by its background.
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TYPOGRAPHY
Our brand typeface is Knockout, availa ble in a range
OF WIDTHS
A ND W E IG HTS 14
a e
S
S
TYPOGRAPHY
The Knockout Font Family Knockout is a versatile font family with a vast array of weights and widths that can fit any branding need. A modern sans-serif interpretation of classic woodtype shapes, Knockout fits the Ross brand story by recalling numbers and lettering used on racing sails.
Knockout 66 Full Flyweight AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz Knockout 33 Junior Heviweight AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789
K N O C KO U T 74 F U L L S U M O ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
KNOCKOUT 53 HEVIWEIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ
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TYPOGRAPHY
The Quick Brown Fox The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
Title/Header Font Typeface: Size: Leading: Tracking:
Knockout 66 Full Flyweight 30pt+ Match Type Size 50
Body Copy Font; Pull Quotes Typeface: Size: Leading: Tracking: Paragraph Spacing:
Knockout 33 Junior Heviweight Approximately half the point size of the Title Font, for contrast 3pt above default 0 0.125”
Captions
The quick brown fox jumps over the lazy dog.
THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG.
Typeface: Size: Leading: Tracking: Paragraph Spacing:
Knockout 33 Junior Heviweight Just large enough for legibility (5pt+) 3pt above default 0 0.125”
Numbers & Prices Typeface: Size: Leading: Tracking: Paragraph Spacing:
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Knockout 74 Full Sumo No larger than Captions Font 2pt above default 200 0.125”
TYPOGRAPHY
Type Treatment A decorative version of our brand typefaces may be applied for decoration. GUIDELINES Any time a title/header is used in combination with body copy, text should be left-aligned, except on can and bottle labels. On these packaging items, the copy may be center-aligned when applied to the beer’s story description. For pull quotes, text should be left-aligned. When typesetting light-colored fonts on colored backgrounds, don’t let any typeface drop below 9pt, for legibility and printability. Never force-justify paragraph text. Use of rag is classic and aids in legibility.
GUIDELINES This type treatment should only be applied to Knockout 53 Heviweight using the file Ross Type Treatment, described in the Appendix. Use the type treatment for instances in which text may be used as decoration, and the content isn’t essential. Some handlepoints on the text’s path may be selected and stretched to the left or right to create distortion, as in the E in “Eschew.”
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TYPOGRAPHY
THE BOURBON TYPE FACE MAY BE APPL IED SELECTIVELY TO ADD EXCITEMENT 18
The Bourbon Font The “Ross” in the logo is set in Bourbon. This condensed display face is inspired by old alcohol packaging, making it a perfect complement to the Ross branding.
TYPOGRAPHY
BOURBON REGULAR ABCDEFGHIJKLMN OPQRSTUVWXYZ GUIDELINES Bourbon may be used sparingly in marketing design, but shouldn’t be used on packaging outside of the logo. It should always be set in such a size to provide strong contrast between it and supporting copy.
Display Headers Typeface: Size: Leading: Tracking:
Bourbon Regular 72pt+ 10pt below default 10
Bourbon may be used left- or centeraligned depending on context.
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ASSETS
Textures
Maps
Textures are the main stylistic resources used in our branding.
Nautical maps are applied to the branding as an interesting background pattern for marketing assets.
BORDER TEXTURE
GUIDELINES GUIDELINES Textures are vector and may be scaled to any size. There is no need to scale proportionately. Combine textures and colors to create unique effects.
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S U R FAC E T E XT U R E
Set type atop maps for website backgrounds and banners, social media posts and headers, and event posters, banners, and art prints. Photoshop actions are provided to apply consistent color filters.
ASSETS
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ASSETS
Photos Applied mostly on social media, photos help establish Ross as a lifestyle brand by featuring people enjoying beers, or activities that pair well with beers. GUIDELINES Photos should be well-lit and in focus. Do not use pixelated photos or obviously stock photos. Ideal subjects are people having fun drinking Ross beer, packaging with adventurous backgrounds, sailingthemed objects or action shots, and brewing process photos. Photos may be color treated and used as a background, but very sparingly. Don’t feature photos of the old branding, as it dilutes the new stuff!
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ASSETS
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ASSETS
Flag Icons The Ross main logo containing shape is that of a nautical signal flag; this can be shrunk down to a small icon size to be used as a text decoration. GUIDELINES Flags may be used as text decoration on single lines of text. Use only one instance of this text decoration per design. They should not be used as bullets in a list. Size borderless flags to the height of the accompanying text. Place them on either side of the text facing outward. Set the accompanying test in all caps. Flags work best when paired with a wide version of the Knockout family: Knockout 53 Heviweight with or without the distressed type treatment is a great pairing.
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ASSETS
Boat Silhouette The boat silhouette used in the main logo is a key identifying asset.
GUIDELINES Use the boat silhouette to the left of type set in Bourbon. The horizon line may be extended to the right as needed to underline the text.
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LABELS
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LABELS
Core Beer Can Labels Our can labels are where it all comes together: they are a typographic, textured showcase of the best of the Ross branding. Cans feature illustrated maps of the rivers after which each beer is named, and horizontal and vertical logo/beer name lockups for any position the can may find itself in.
A small Ross icon— an R in a bordered flag shape—identifies the brewery location relative to the rivers on Navesink and Shrewsbury, our two flagship beers.
bottom, a square signal flag corresponding to the first letter of the beer name, a unique sailor’s knot icon, a small “NJ,” and the Ross R icon.
Nautical icons form a code used to identify each beer. The code is found in the lower right of each can label. It consists of, from top to
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LABELS
Product Images In place of product photography or custom renderings, we use textures to represent our cans.
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A P P L I C AT I O N
Event Posters
GUIDELINES Event posters and any marketing collateral is generally typographyfocused. Additional designs should be created once event programming is planned out. Give the text the space it needs with generous margins. Remember that posters are often hung in dimly-lit bars and breweries, so there should be a dramatic contrast between text and background.
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Branding & guidelines designed by Knockout! For questions or update requests, contact Molly Cichy at molly@knockout.studio.