Brand Manual
LOGO
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Concept
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Color Variations
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Space Applications
10 Acceptable Usuage
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COLOR
14 Text
14 Imagery
TYPE
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IMAGERY
Unacceptable Usuage
Print & Online Text
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Graphic Images
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Style of Photography
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Emotional Tone of Photography
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DUPLEX DINER, a popular D.C. restaurant and lounge in Adams Morgan, has catered to clientele since 1998. From the beginning, the Duplex Diner filled a void that existed in DC—a fun and inviting bar and restaurant where you can come have drinks or dinner any night of the week and always feel welcome, whether you're sitting at a booth with friends or solo at the bar. The Duplex Diner offers deceptively simple fare—classic comfort foods like Mac and Cheese, Meatloaf, Tater Tots. Duplex Diner remains what it set out to be—a fun and comfortable destination that serves great food, delicious cocktails and is always a good time.
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LOGO CONCEPT The minimalist design of the diamond suggests simple and natural food while the angular D and triangle shapes suggests a modern approach to the diner dining experience. The rhomboid shape and vertical direction of the D recalls the marquee on the outside of the Duplex Diner facade while also emphasizing the location on the corner of 18th and U street. The D encourages not only an association to the D in Duplex and Diner but also to the D of the diamond shaped logo. The overlapping and connected shapes of the logo assert the stability and strong bonds of the Duplex Diner community. Employing different colored triangles, highlights the diversity that the Duplex Diner nurtures. The triangles not only form the angles and shape of the diamond but also connote kinetic beams of light from a marquee. The triangle, much like the D shape, suggest the Duplex Diner name as the triangles form a prominent X. By using a diamond shape for the logo, the Duplex Diner ideals of permanence, uniqueness and quality are stressed.
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DUPLEX DINER LOGO The Duplex Diner logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company, make us highly recognizable, and differentiate us in a competitive marketplace. When used with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the Duplex Diner brand.
SERVICEMARK RULES The Duplex Diner logo, including its design elements, colors, and tagline, are servicemarks owned by Duplex Diner. The logo may only be used in accordance with this Style Guide. Never alter the logo in any way. The electronic logo files that are supplied by Duplex Diner are the only files that should be used.
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LOGO USAGE
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COLOR VARIATIONS Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different versions of our logo color combinations may be used: COLOR Is the prefered logo and should be used whenever possible.
GRAYSCALE For black and white publications, or against light or bright colored backgrounds where the primary version is unreadable.
BLACK For black and white publications, or against light or bright colored backgrounds where the primary version is unreadable.
REVERSED WHITE Reversed to white against a dark or bright background, where the primary version is unreadable.
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SPACE APPLICATIONS OF LOGO CLEAR SPACE Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least one X-height units (see illustrations below). The X-height is defined as a square whose sides are the same length as the height of top of the diamond in the brand logo.
X
MINIMUM ACCEPTABLE USAGE The minimum size of the Duplex Diner logo with the tagline is 19 mm or 3/4 inches.
3/4"
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APPLICATIONS OF LOGO Appropriate use of the logo is the most important part of maintaining the Duplex Diner brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.
ACCEPTABLE USAGE 1 Use the logo with plenty of white space. We favor a white background.
2 Use the color logo over light areas of color gradients.
3 If unavoidable, use the reversed white logo over a flood of color.
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UNACCEPTABLE USAGE 1 Do not place the logo over images.
2 Do not place color logo over floods of color.
3 Do not rotate the logo.
4 Do not add embelishments to the logo such as shadow or glow.
5 Do not separate type from the logo image.
6 Do not enclose logo in shapes.
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COLOR USAGE
These colors are used for text and headers.
PMS 298 CMYK 71/13/0/0 RGB 22/172/227 HEX #15abe3
PMS 3115 CMYK 73/3/26/0 RGB 11/182/193 HEX #06b6c2
PMS 446 CMYK 68/61/59/46 RGB 65/65/66 HEX #404041
These colors are used for imagery and design.
PMS 7711 CMYK 78/17/28/0 RGB 12/161/179 HEX #0ba1b2
PMS 630 CMYK 58/0/13/0 RGB 89/200/220 HEX #59c7db
PMS 8263 CMYK 82/23/37/0 RGB 0/149/158 HEX #00949e
PMS 325 CMYK 73/1/30/0 RGB 6/185/189 HEX #05b8bc
PMS 298 CMYK 71/13/0/0 RGB 22/172/227 HEX #15abe3
PMS 3965 CMYK 2/7/98/0 RGB 254/224/4 HEX #fee003
PMS 7711 CMYK 74/6/20/0 RGB 0/178/200 HEX #0ba1b2
PMS 446 CMYK 68/61/59/46 RGB 65/65/66 HEX #404041
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TYPE USAGE
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NEUTRAFACE TEXT Used for the majority of titles and headers, neutraface is also used in the Duplex Diner logo. The geometric san serif conveys the nostalgia of diners while carrying aspects of modernity.
Aa ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz .,:;?!$&@*() 123456789
MUSEO SANS TEXT Used for the majority of body text, mueo sans is also for headers and titles. The geometric san serif conveys the modernity while also expressing fun and play.
Aa ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz .,:;?!$&@*() 123456789
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IMAGERY GUIDELINES
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STYLE OF GRAPHIC IMAGES Images and graphic elements can be used to continue to express the Duplex Diner brand. The quality of their appearance is critical to communicating the characteristics of the brand.
ACCEPTABLE USAGE 1 Select images that are minimal. Images from the 1940s to 1950s are preferable.
2 Arrange colors, lines and shapes to create depth.
UNACCEPTABLE USAGE 3 Keep number of elements or individuals minimal.
4 Do not place colors and elements in an random manner.
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STYLE OF PHOTOGRAPHY Appropriate use of the photography is the most important part of maintaining the Duplex Diner brand. The quality of their appearance is critical to communicating the characteristics of the brand.
ACCEPTABLE USAGE 1 Use photos with a variety of colors.
2 Photos of food taken at mid-range are preferable.
3 Vibrant and colorful photos are desirable.
4 Use photos with minimal soft focus and effects.
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UNACCEPTABLE USAGE 1 Do not use monotone or duotone image.
2 Avoid close up images of items or individuals.
3 Do not use overly dark imagery.
4 Do not use images that are excessively filtered.
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EMOTIONAL TONE OF PHOTOGRAPHY The photography should document the customer experience in an authentic way that allows the user to identify with the subject matter.
ACCEPTABLE USAGE 1 Use photos that are vibrant, unique and take place in a natural setting.
2 Aim for interior photos that connote intimacy and connection.
UNACCEPTABLE USAGE 3 Do not use images with sterile backgrounds.
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4 Avoid outdoor shots or photos that emphasize drinking.
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www.duplexdiner.com
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