BAR TWELVE zodiac cocktails
BRAND GUIDELINES
BRAND GUIDELINES Designed by XINJIAN LI
CONTENTS 04 Research An introduction to the logo and the do’s and dont’s of using it
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Introduction
Logo Development
The brief Introduction the concept behind
An introduction to the logo and the do’s
the Bar Twelve
and dont’s of using it
05 Inspiration & Concept Research inspiring the brand’s look and feel
19 Website The design of website of desktop and mobile version
12 Identity Development How to apply brand elements including Color and Typography
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Collateral
Environmental
12 Chinese Zodiac Profiles, Packaging and Cocktail Stirrers
Showcase of Bar Twelve’s interior design
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Bar Twelve
INTRODUCTION
INTRODUCTION BAR TWELVE is a match-making bar based on the wisdom of the Chinese Zodiac. There are twelve animals in the zodiac cycle: Rat, Tiger, Rabbit, Dragon, Snake, Horse, Goat, Monkey, Dog, and Pig and each year is associated with one of the twelve animals. According to the Zodiac signs that are four years apart are the most compatible romantic pairs. Here at Bar Twelve we make it easy to find your match with our delicious color-coded drinks to help spot your next sweetie. Through the development of this identity, there was a lot of research,
both in metaphysical context as well as animals photographic.
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Bar Twelve
RESEARCH & INSPIRATION
RESEARCH & INSPIRATION The Chinese Zodiac is based on a 12-year lunar cycle, and each year is represented by an animal. People born in a certain animal year are believed to have a set of attributes of that particular animal. An important use of Chinese Zodiac is to determine if two people are compatible, in a romantic relationship or any kind of relationship. In ancient times people were faithful to Chinese Zodiac compatibility and often referred to it before a romantic relationship began. Even nowadays some people still refer to it.
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INSPIRATION &CONCEPT The Chinese zodiac is represented by 12 animals with different features. According to the year you were born, you’ll share those features, so these tattoos are the best way to show your personality. Research for this restaurant assignment started with Chinese
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Bar Twelve
Zodiac, which three animals match together. And each animal has specific luck color.
Black lines visual style
Black white space relationship
Zodiac Wheel
Fan-binded Book
Muti-color theme
Bar Twelve
Martini Cup
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Bar Twelve
LOGO DEVELOPMENT
LOGO DEVELOPMENT Serving as the starting point in the identity design, it was important to make it just right and able to represent the resturant in best way. The Bar Twelve logo is comprised of two unique icon forms. The outer letter form that creates the “12,� and inner form, the illustration of our cocktail tail. The typeface chosen for the logo was Altivo and Thirsty script. The logo has been designed with the intention of being strong enough to communicate our unique brand identity without the need for additional text or design elements.
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BA R T W ELVE
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Bar Twelve
B AR TWE LV E
BA R TWELV E
BAR TWELVE zodiac cocktails
B A R T W E LVE
BAR TWELVE zodiac cocktails
BAR TWELVE
BAR TWELVE zodiac cocktails
Final logo
Responsive logo
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Bar Twelve
IDENTITY DEVELOPMENT
IDENTITY DEVELOPMENT BAR TWELVE is a match-making bar based on the wisdom of
the Chinese Zodiac. There are twelve animals in the zodiac cycle: Rat, Tiger, Rabbit, Dragon, Snake, Horse, Goat, Monkey, Dog, and Pig and each year is associated with one of the twelve animals. According to the Zodiac signs that are four years apart are the most compatible romantic pairs. Here at Bar Twelve we make it easy to find your match with our d elicious color-coded drinks to help spot your next sweetie. Throughout the devekopment of this
identity, there was a lot of research, both in metaphysical context as well as animals photographic. Bar Twelve 12
COLOR PALET TE The Brand’s colors dictate the mood and persona of the brand across a wide range of application. The Color of the bar twelve were picked by 12 zodiac lucky color in chinese. These choices made on color further develop the goal of the brand and adds to the layers
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of meaning behind it.
#aed8e5
#476092
#ffdd17
#add47a
#69899a
#f1654f
#ebe8b6
#f6b954
#b6b6b7
#e93d53
#f8a379
#af8cc0
T YPOGRAPHY The primary typography is the main typeface that the brand is based upon. Altivo Black act as a starting guild to the brand’s development. The typeface is chosen for its modern and geometric quality, which are match the logo consist of bold treatment. The secondary typeface are Thirsty Script and Helvetica Neue. These typeface support the brand in its legibility and uncomplicated, unadorned, elevating modren and geometric quality of the brand. Thirsty Script pairs well with the illustration styles of twelve animals.
Altivo Black
BAR TWELVE BAR TWELVE BAR TWELVE
Helvetica Neue
Chinese Zodiacs Chinese Zodiacs Chinese Zodiacs
Thirsty Script
zodiac cocktails zodiac cocktails
Bar Twelve
zodiac cocktails
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ILLUSTRATION When decideing the illustration style for Bar Twelve, hand-drawing lines become the first opional for brand identity. Those lined animals were created in order to be place as an element of our identity. The stroke express the power of twelve animals. The people who are sitting at bar twelve
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Bar Twelve
can feel the energy of animals.
PHOTOGRAPHY The Bar Twelve experience calls for full bleed color photography – and occasionally black and white. Photography can satisfy not just the lust for food, but for authentic experience. Black and White / An image can be converted to black and white with a slight warming filter for use with layered type, but not as stand-alone image. This treatment should only be used with photographs of patrons.
Interior design photos
Bar Twelve
Twelve animals eyes photos
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Bar Twelve
APPLICATIONS
APPLICATIONS APPLICATIONS OF BAR TWELVE consist of a website, collateral and environmental graphic. As mentioned before,
there exists a multitude of potentional objects and materianls for application of Bar Twelve brand. Our Communication should be colorful to reflect the twelve lucky color and capture the imagination of exotic Asian culture.
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WEBSITE When creating the website for Bar Twelve,user experience and responsiveness was important to remember. The website didn’t have to just look cohesive and well-designed, but had to be responsive. The website design expands the identity and makes use of photographic style colors, icons, and signs. These were taken and expanded upon after creating them for collateral application.
ABOUT
MENUS
HOME
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Bar Twelve
CONTACT
RESERVE
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Desktop – reserve page
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Bar Twelve
Desktop – location page
Desktop – menu page
Mobile – home page
Mobile – navigation
Mobile – reserve page Bar Twelve 21
COLL ATERAL Collateral for Bar Twelve include the menu, bar twelve zodiac profile cards, coaster, a to go bag, and a martini cup. The applications compliment each other cohesively with the twelve color palette and photographic style. The three animals on each page of menu can match toghter in the compatibility system. Typography is simple and clean and is complimented by the solid iconography.
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Zodiac Stirs
Menu Cover
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Bar Twelve
Twelve animals profile cards
To-go bag
Bar Twelve
Cocktail coasters
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ENVIRONMENTAL The environmental graphics of Bar Twelve represent how the resturant would look in real life. Bar Twelve is placed in an urban and busy setting so the interior is meant to create a mystique. With a modern yet look, Bar Twelve will catch the people’s eyes apart from other restaurants.
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Bar Twelve
Glass Window
Subway Station
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BAR TWELVE PHILADELPHIA
BAR TWELVE HONG KONG
BAR TWELVE NEW YORK
EST. 2016
EST. 2017
EST. 2017
228 Race St,
30 Second St, Sai Ying
331 10th Avenue
Philadelphia, PA 19106
Pun, Hong Kong
917-2612858
150-82222575
212-8371416
Hours of Operation:
Hours of Operation:
Hours of Operation:
Mon - Thurs, 5:00 – 11:00pm
Mon - Thurs, 9:00am – 11:00pm
Mon - Thurs, 9:00am – 11:00pm
Fri - Sat, 12:00pm – Midnight
Fri, 9:00am – Midnight
Fri - Sat, 9:00am – Midnight
Sun, 12:00 - 10:00pm
Sat, 11:00am – Midnight
Sun, 9:00 – 11:00pm
New York, NY 10001
Sun, 11:00am – 11:00pm HAPPY HOUR:
HAPPY HOUR:
HAPPY HOUR:
Mon - Fri, 4 –10pm
Mon - Fri, 4 –7pm
Mon - Fri, 4 –11pm