The Growler Standards Manual by Marie Chrisman

THE GROWLER Standards Manual 2015

Table of Contents

Introduction

Business System Items

Logotypes

35. Business Card 36. Letterhead 38. Envelope

4. Primary Mark 6. Secondary Marks 14. Minimum Sizes 20. Buffer Space 22. Inappropriate Uses

Identity System 24. Graphic Elements 26. Primary Color Palette 28. Secondary Color Palette 30. Typefaces

The Growler Standards Manual

Applications 40. 3D 44. Print 46. Digital

Introduction The purpose of this manual is to provide a comprehensive and detailed guideline for proper usage of the logotypes, the identity system, and all business system items. It will also enable other designers, production artists, and/or printers to properly apply and use everything established in this manual to represent the business. The Growler aims to provide high quality craft beers to local and loyal customers through friendly service and a welcoming environment. The new logotypes, identity system, and business system capitalizes on these values and will allow The Growler to expand their current audience, while still appealing to their already loyal consumer base.

Primary Mark

Full Color

THE GROWLER 4

The Growler Standards Manual

To the left is the full color primary mark for The Growler which includes the name of the business and the growler and wheat graphic. The colors include black for outlines, linear elements, and text, and dark brown for the growler, orange for the background of the text, grey for the cap, and light wheat for the wheat. The orientation and proportion of the primary mark should never be adjusted for any of the marks within the system, except for proportional scaling. The type should never be changed within the logo. This mark should be used whenever possible with consideration to other graphic elements in relation to this mark. The full color primary mark should always be used on applications that represent the company as a whole, like the letterhead, envelope, business card, and certain packaging.

One Color, Reversed Out

THE GROWLER

The one color and reversed out dark brown mark should be used only when full color printing is not available, and only one color printing is. When using the one color mark, it should be dark brown when printed on all light backgrounds, and light wheat if printed on any dark backgrounds. The one color black and reversed out mark should be used only when color printing of any kind is not available, or purposefully used in some cases like for the t-shirt designs. When using the one color mark in black and white, it should be black when printed on any light background, and white when printed on any dark background.

THE GROWLER

Secondary Marks

Full Color

THE GROWLER 6

The Growler Standards Manual

To the left is one of the full color secondary word marks using black and orange. This mark is to be used in circumstances where space does not permit using the full primary mark. It is also good for vertical formats, or arrangements that require a more linear mark.

THE GROWLER THE GROWLER THE GROWLER THE GROWLER 7

One Color, Reversed Out The one color and reversed out dark brown secondary word mark should be used only when full color printing is not available, and only one color printing is. When using the one color word mark, it should be dark brown when printed on all light backgrounds, and light wheat if printed on any dark backgrounds. The one color black and reversed out mark should be used only when color printing of any kind is not available, or purposefully used in some cases like for the t-shirt designs. When using the one color mark in black and white, it should be black when printed on any light background, and white when printed on any dark background.

Secondary Marks

Full Color

THE GROWLER

Whine Less, Growl More

The Growler Standards Manual

To the left is one of the full color secondary word marks in black and orange with the tagline of the business included. This mark is to be used in circumstances where space does not permit using the full primary mark. It is also good for vertical formats, or for arrangements that require a more linear mark. The wordmark with the tagline is used when desired, but can be interchangeably with the mark with no tagline.

THE GROWLER

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THE GROWLER

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THE GROWLER

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THE GROWLER

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One Color, Reversed Out The one color and reversed out dark brown and light wheat secondary word mark with the tagline should be used only when full color printing is not available, and only one color printing is. When using the one color word mark with the tagline, it should be dark brown when printed on all light backgrounds, and light wheat if printed on any dark backgrounds. The one color black and reversed out mark should be used only when color printing of any kind is not available, or purposefully used in some cases like for the t-shirt designs. When using the one color mark in black and white, it should be black when printed on any light background, and white when printed on any dark background. The tagline should be used in settings that do not allow for much descriptive text about the company including applications like billboards and other advertisements.

Secondary Marks

Full Color To the left is one of the full color secondary word marks in black and light wheat. It is the name of the business with the graphic wheat element included. This mark is to be used for other applications like glassware.

THE GROWLER 10 The Growler Standards Manual

One Color, Reversed Out

THE GROWLER

The one color and reversed out dark brown and light wheat secondary mark should be used only when full color printing is not available, and only one color printing is. When using the one color word mark, it should be dark brown when printed on all light backgrounds, and light wheat when printed on any dark backgrounds. The one color black and reversed out mark should be used only when color printing of any kind is not available, or purposefully used in some cases like for the glassware designs. When using the one color mark in black and white, it should be black when printed on any light background, and white when printed on any dark background.

THE GROWLER 11

THE GROWLER

Secondary Marks

Full Color To the left is one of the full color secondary word marks in black and light wheat with the tagline. It is the name of the business with the graphic wheat element included and the tagline incorporated. This mark is to be used for other applications like glassware, and may be used interchangeably with the secondary mark without the tagline.

THE GROWLER

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One Color, Reversed Out

THE GROWLER

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THE GROWLER

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THE GROWLER

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THE GROWLER

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The one color and reversed out dark brown and light wheat secondary mark with the tagline should be used only when full color printing is not available, and only one color printing is. When using the one color word mark with the tagline, it should be dark brown when printed on all light backgrounds, and light wheat when printed on any dark backgrounds. It may be used interchangeably with the same mark without the tagline when bigger than certain sizes. *See minimum sizes p. 16 The one color black and reversed out mark should be used only when color printing of any kind is not available, or purposefully used in some cases like for the glassware designs. When using the one color mark in black and white, it should be black when printed on any light background, and white when printed on any dark background. It also may be used interchangeably with or without the tagline when bigger than certain sizes. *See minimum sizes p. 16

Minimum Sizes

THE GROWLER

All of the marks in the identity system both primary and secondary run the risk of their graphic elements being lost at small sizes. Since the marks have both graphic elements and text, the minimum size is crucial to determine so that no elements are lost.

1 in

1.25 in

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THE GROWLER

1 in

1.25 in

To avoid these issues in the full color, one color, black marks, they have minimum sizes of 1" tall. The reversed out versions have minimum sizes of 1.25" tall because they suffer more in readability when shrunk down due to the graphics blending more together in these colors.

THE GROWLER

The secondary marks run the same risks, including loss of readability of the name. However, because they do not contain the graphics, the secondary word mark without the tagline in full color and in one color can be used at 0.75" wide.

0.75 in

THE GROWLER

0.75 in

THE GROWLER

1 in

The reversed word mark in black and white, and also in dark brown and light wheat suffer more from readability issues and can be used no smaller than a proportional width of 1" wide.

Minimum Sizes

THE GROWLER

The secondary mark with the tagline runs the same risks, including loss of readability of the name. However, because the tagline is included, the secondary word mark with the tagline in full color and in one color can be used at no less than 1.5" wide.

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1.5 in

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THE GROWLER

1.5 in

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1.75 in

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The reversed word mark with the tagline in black and white, and also in dark brown and light wheat suffer more from readability issues and can be used no smaller than a proportional width of 1.75" wide.

1.5 in

THE GROWLER

The secondary mark with the wheat graphic and the name of the business runs the same risks, including loss of readability of the name and the wheat graphic. Therefore, this secondary mark in full color and in one color can be used at no less than 1.5" tall.

1.5 in

THE GROWLER

1.5 in

THE GROWLER

1.75 in

THE GROWLER

1.75 in

THE GROWLER

The reversed mark in black and white, and also in dark brown and light wheat suffer more from readability issues and can be used no smaller than a proportional height of 1.75" tall.

Minimum Sizes

3 in

THE GROWLER

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THE GROWLER

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3 in

THE GROWLER

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The secondary mark with the wheat graphic and the name of the business and the tagline runs the same risks, including loss of readability of the name and the wheat graphic, and especially the tagline. Therefore, this secondary mark in full color and in one color can be used at no less than 3" tall.

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3.25 in

THE GROWLER

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3.25 in

THE GROWLER

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The reversed mark in black and white, and also in dark brown and light wheat suffer more from readability issues and can be used no smaller than a proportional height of 3.25" tall.

THE GROWLER

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THE

THE GROWLER THE GROWLER THE GROWLER

THE

THE GROWLER

THE GROWLER THE GROWLER THE GROWLER

THE

THE GROWLER

THE GROWLER THE GROWLER

Required Buffer Space

THE GROWLER GO

Safe Space

THE GROWL THEG GROWLER ROWLER THEG THE GROWLER ROWLER

THE GROWLER

THEGGROWLER THE ROWLER

THEGGROWLER ROWLER THEGGROWLER THE ROWLER THE

THE GROWLER THE GROWLER

THE GROWLER THE GROWLER 21

THE GROWLER

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THE GROWLER THEG ROWLER

The required safe space is the area surrounding the marks that must be left clear of and text or graphics. This space for all primary and secondary mark variations is the height of ‘THE GROWLER’ in proportion to each mark. This space rule applies to the marks in all color options at all sizes, including all marks with the use of the tagline.

Inappropriate Uses

THE GROWLER NEVER CHANGE THE COLOR OF THE LOGOTYPE

THE GROWLER NEVER OMIT ANY ELEMENT OF THE LOGOTYPE

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THE GROWLER

NEVER VERTICALLY OR HORIZONTALLY SCALE AND MARKS

THE GROWLER NEVER CHANGE THE STROKE WEIGHT OF THE LOGOTYPE

THE GROWLER THE GROWLER

NEVER CHANGE THE PLACEMENT OF ELEMENTS WITHIN THE LOGOTYPE

NEVER CHANGE THE PROPORTIONS WITHIN THE LOGOTYPE

THE GROWLER

NEVER CHANGE THE COLOR GROUPINGS WITHIN THE LOGOTYPE

NEVER APPLY A GRADIENT TO ANY PART OF THE LOGOTYPE

Graphic Elements

The wheat element can be used in the two color with black and light wheat or one color variations in dark brown or black for applications like the envelope and glassware.

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The wheat element crossed featuring dark brown can be used for applications like bottlecaps.

The circle element used from the loop of the growler in the primary logotype can be used singularly like on the letterhead, or in sequence like on the back of the business card. It features tan and dark brown colors from the primary color palette.

The wheat leaf element can be used in sequence to form a pattern as shown on each of the pages of this manual. It features light wheat and black from the primary color palette.

Primary Color Palette

Pantone: Proc. Black, 426 CMYK: C=0, M=0, Y=0, K=100 RGB: R=0, G=0, B=0 Hex: #000000 Color: Black

Pantone: 453 CMYK: C=15, M=15, Y=24, K=0 RGB: R=216, G=207, B=190 Hex: #D8CFBE Color: Grey

Pantone: 462 CMYK: C=48, M=75, Y=78, K=67 RGB: R=66, G=34, B=24 Hex: #422218 Color: Dark Brown

Pantone: 465 CMYK: C=16, M=30, Y=55, K=5 RGB: R=204, G=168, B=121 Hex: #CCA879 Color: Tan

Pantone: 1365 CMYK: C=0, M=28, Y=68, K=0 RGB: R=253, G=190, B=104 Hex: #FDBE68 Color: Orange

Pantone: 7402 CMYK: C=4, M=4, Y=29, K=0 RGB: R=245, G=235, B=191 Hex: #F5EBBF Color: Light Wheat

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Primary Colors The primary color palette colors are used in the primary logotype. Some are also used in the secondary logotypes. They should always be used at 100%. The only colors that may be used for text are the black and the dark brown. Never use any of the other colors for body text or headers, except if printing on a dark background. When printing on a dark background, light wheat may be used for text. Also, never replace or change any of the designated colors in the logotypes as shown in this manual. Light wheat and tan are good colors for graphic elements as shown on page 24 and 25.

Secondary Color Palette

Pantone: 361 CMYK: C=67, M=0, Y=100, K=0 RGB: R=91, G=186, B=71 Hex: #5BBA47 Color: Bright Green Pantone: Orange 021 CMYK: C=0, M=53, Y=100, K=0 RGB: R=247, G=142, B=30 Hex: #F78E1E Color: Bright Orange Pantone: 7427 CMYK: C=28, M=98, Y=66, K=21 RGB: R=153, G=33, B=64 Hex: #992140 Color: Magenta

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Secondary Colors The secondary color palette is comprised of three bright colors that define three featured beers of the brewery. The India Pale Ale is associated with the bright green, the bright orange is for the Amber Ale, and the magenta is for the Oatmeal Stout. They are for use in applications at 100%. They should not be used for text except for name of the beers,and may not be used to replace the colors in any of the logotypes. They may be printed on dark or light backgrounds, but work best on light.

Primary Type Family

ITC Franklin Gothic Std Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/

Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/

Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/

Heavy Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/

Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/

Book Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/

Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/

Book Condensed Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/

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Primary Typeface ITC Franklin Gothic Std is the primary typeface to be used in text heavy material. Its smooth curves and sans-serif qualities make it an easily readable typeface at smaller sizes. Large body texts should be displayed in Franklin Gothic Std Book at a suggested 11 point size with 14 point leading, as seen through the standards manual. It may be used in dark brown or black on light backgrounds, or light wheat or white on dark backgrounds. Franklin Gothic Std Book is used throughout the business and identity system for body text, and the large type family makes it a versatile font for many applications.

Secondary Type Families

Minion Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/

Serifa STD Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/ 32 The Growler Standards Manual

Secondary Typefaces Minion Pro is one of the secondary typefaces, which is used for sub-headings, as shown in this standards manual. It is displayed at minimum at 17 point size with 20 point leading. It may be shown in dark brown or black on light backgrounds, and white or light wheat on dark backgrounds. It can also be shown in bright green, bright orange, or magenta when used for 6 pack packaging and beer labels, and other packaging. Serifa STD is one of the other secondary typefaces, which is used for headers, or prominent display type. It is shown at minimum of 20 point size with 23 point leading. It may be shown in dark brown or black on light backgrounds, and white or light wheat on dark backgrounds.

Business System

THE GROWLER

THE GROWLER Marie Chrisman Owner

Kathryn E. McCormick Professor af Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407

mariechrisman@thegrowler.com 415.302.1981

November 16, 2015

thegrowler.com 1422 Monterey St San Luis Obispo, CA 93401

THE GROWLER

1422 Monterey St San Luis Obispo, CA 93401

Dear Ms. McCormick, Thank you for the time that you and your staff spent with me and my design team discussing your objectives and needs. After all of the exchanges that we始ve had over the phone it was a pleasure finally meeting you last week. I believe that my firm has what it needs to move forward with The Growler project, and I wanted this letter to detail the scope of work and end goals. It was very beneficial for my team and me to see the relaxed and mellow atmosphere of the common areas. The fact that you displayed socially responsible images, and showed your support of good causes, was also very telling. The dated beers and coasters on the walls obviously give a nod to your customers who have similar values and the love for timeless beer. Lastly, as we discussed, the three most important goals of the business are: providing a welcoming environment for the customers, providing quality craft local beers, and always keeping the customers coming back through friendly service and true values. We believe that the new identity system will encompass both the home-spun and friendly atmosphere that existing customers enjoy, while at the same time giving the business the flexibility to expand and increase market penetration in the existing customer base. Applying the wrong design and marketing strategies can wrongly convey the values and attributes that are counter-productive to our common goals. We believe that our new color scheme, letterhead, logo, business card, and other items in the new and improved identity system will be exactly what you and your customers are looking for in a local, well-run brewery that cares about its craft. Once again, thank you for your time last week. We truly realize that your mission is to provide high quality unique beer to loyal and local customers, and to provide a warm and friendly environment that will appeal to many ages. My team and I look forward to working with you. Sincerely,

Marie Chrisman

1422 Monterey Street San Luis Obispo, CA 93401

34 The Growler Standards Manual

415.302.1981

thegrowler.com

Business Card Shown to the left is the main card for the business at full size: 3.5" wide x 2" tall. On the front, the primary logotype is centered. On the back of the card, one of the graphic elements is used to group and separate information.

THE GROWLER

ITC Franklin Gothic Std Book is used for the body text including name, email, and address, and ITC Franklin Gothic Std Demi is used for the more bold text to highlight certain information including title, phone number, and website. All information is displayed at 11 point size.

Marie Chrisman Owner mariechrisman@thegrowler.com 415.302.1981

thegrowler.com 1422 Monterey St San Luis Obispo, CA 93401

Business System

THE GROWLER

Kathryn E. McCormick Professor af Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 November 16, 2015 Dear Ms. McCormick, Thank you for the time that you and your staff spent with me and my design team

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a warm and friendly environment that will appeal to many ages. My team and I look forward to working with you. Sincerely,

Marie Chrisman

1422 Monterey Street San Luis Obispo, CA 93401

415.302.1981

thegrowler.com

Letterhead The top of the letter shows the primary logotype centered. The bottom of the letter shows the address and website in 11 point ITC Franklin Gothic Std Book, and the phone number in 11 point ITC Franklin Gothic Std Medium. Graphic elements are used to separate and group information. Buffer space is observed above and below the primary logotype. There is 20 point spacing above the date, and 20 point spacing below the date. Before the body of the letter, there is 10 point spacing. Between paragraphs there is 6 point spacing. Before the â&#x20AC;&#x2DC;Sincerely,â&#x20AC;&#x2122; there is 10 point spacing. The body of the letter observes a margin on the left of 2" wide, a margin on the top of 2" tall, and a margin on the right of 1" wide. Between the signature and the bottom contact information, there is 0.75" tall space observed.

Business System

THE GROWLER

1422 Monterey St San Luis Obispo, CA 93401

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Envelope Shown to the left is the envelope for the business. The front features the primary logotype in full color bigger than minimum size with required buffer space observed. The flap of the envelope features the wheat graphic element in full color.

Packaging

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Print Booklet Yeast

Water

Yeast is the component in beer that spurs the fermentation process essential to brewing.

Gotta stay hydrated right? What better way to kill two birds with one stone than to be able to drink beer and quench your thirst at the same time?

There are two main types of yeast: ale-yeast, which is top-fermenting, and lager-yeast, which is bottom-fermenting.

Water makes up 90â&#x20AC;&#x201C;95% of beers content, which is why it is so essential to the production of beer.

What Makes Beer So Good?!

Beer

Grain

Hops

What makes the third most popular drink in the world so satisfying? Well, this deliciously fermented beverage is made up of four main components: grain, hops, yeast, and water, which all play an essential role in brewing beer into the mouthwatering sensation that it is.

Grain is one of the four main components in beer, and is mostly of the malted barley variety.

Hops are another one of the main ingedients in beer, and there are lots of varieties of them.

Grain is responsible for giving the beer color and avor. The avor comes mostly from the malted barley, but secondly from the hops and the yeast. Proteins in the grain also help form and hold the head of the beer, and work to create mouthfeel.

Hops give the beer bitterness, which is essential to the avor balance. More avor leads to more complexity, which adds value to the beer. The essential oils in the hops also give the beer aroma, and add to the stability and shelf life of the beer.

THE GROWLER

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Website

Friday–Sunday: 10am–12am

THE GROWLER

Events

Our BeersL

atest News

Our Team

Whine Less, Growl More

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Friday–Sunday: 10am–12am

THE GROWLER

Events

Our Beers