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Brand Identity Guidelines
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Brand Identity Guidelines Client: Sixth Engine
Contents: Introduction
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The Logo Design
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The Logo Usage
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Typography
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Imagery and Photography
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Contact Details
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Introduction
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Overview The purpose of these guidelines is to explain the use of the brand style and to reinforce consistent application of the visual elements in all communications. This includes publications, presentations, and all other marketing materials both online and offline. Guidelines on the use of the logo are included.
Logo Concept We combine the structure of a fire hydrant with a beer mug and the top of the Capitol building to create a logo mark that embodies the historic nature of Washington, DC, the heroic quality of first responders and a bar/restaurant where locals can relax and enjoy a casual yet sophisticated meal after a long day at work. All these elements represent the spirit and goals of Sixth Engine as a restaurant that celebrates not only the local heroes of our city, but also those who stand behind them—the community. The Sixth Engine 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 Sixth Engine brand.
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The Logo Design
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T
he company logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding.
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Logomark over black
PMS
CMYK
PMS 320
68/20 /37 /00
Logotype over black
PMS 309
Logomark over gray fifty percent
PMS 315
Logotype over gray fifty percent
PMS 3035
Logotype over original logotype color
Logomark over original logomark color
HEX
83/161/162
#009ea0
56/87/88
#003f49
87/35/50/11
9/120/122
#006b77
89/60/64/64
6/45/46
#004454
78/51/55/31
RGB
PMS 642
18/10/13/00
205/213/213
#d1d8d8
PMS 628
08/01/04/00
230/242/242
#cce2dd
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Color Applications The use of two different shades of a warm blue serve as a visual metaphor showing Sixth Engine as a casual yet elegant restaurant. We are serious about our business and values but also strive to maintain a fun atmosphere for our patrons and staff. Appropriate use of the logo is the most important part of maintaining the Sixth Engine brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.
Color Variations Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different color combinations may be used: Black: For black-and-white publications, or against light or brightly 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. PMS: Use for one- or two-color print projects. (See color chart.) Primary: CMYK mixes. (See color chart.)
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The Logo Usage
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Servicemark Rules The Sixth Engine logo including its design elements, colors, is owned by Sixth Engine. The logo may only be used in accordance with this style guide. Never alter the logo in any way. The electronic logo files supplied by Sixth Engine are the only files that should be used.
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Clear Space
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11 mm 5.5 mm
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Unless otherwise prescribed, an area of white space equal to at least one X-height units should surround the logo. The X-height is defined as a square whose sides are the same length as the height of the “Sixth Engine” letters in the brand logo.
Minimum Acceptable Usage The minimum size of the Sixth Engine logo is 5.5 mm by 11 mm.
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Unacceptable Logo Usage Our logos are custom-designed artwork. With this in mind, the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy to avoid misrepresentation:
Wrong! Stretching or squashing the logo. Scale the logo appropriately to fit the space.
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Correct! The logo’s shape is consistent with the initial design, retaining balance and legibility.
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Wrong! The logo is placed against a background color that too similar to the logo’s main color—it lacks visibility and contrast.
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To fix this problem, you can either select a contrasting base color, or switch to one of the approved secondary colors.
Correct!
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The logo is clear and visible against a contrasting background color. Although the background is not white, the colors have been adjusted accordingly to work with the design.
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Wrong! Important elements within the logo have been distorted, enlarged or shrunk, affecting the balance and design. Consistent usage is essential across all media. Changing key elements distorts the brand and leads to confusion.
Correct! The logo has been used in the fashion it was designed. A consistency has been achieved in how it is seen.
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Wrong!
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Changing the color and font of the logo is not permitted.
Correct! The logo is presented in its primary colors and typeface.
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The primary typeface is [insert name here] with a secondary [insert name here] to complement the primary. These have been carefully selected to best represent the brand image, and must be used to retain consistency - especially within the logo.
Content
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Content
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Typography
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S
ixth Engine operates in one of the oldest fire station buildings in Washington, DC, while offering a modern menu and contemporary surroundings.
By using the slab serif font Vitesse, Sixth Engine merges the old with the new. Vitesse is a sophisticated update of the original 1800s slab serif style that was meant to grab the viewer’s attention. Vitesse does just that, but with a stylish and confident manner that meets and reflects the high standards of Sixth Engine. Vitesse has been carefully selected to best represent the brand image, and must be used to retain consistency—especially within the logo. Replacing fonts with alternative should not be done under any circumstances.
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Primary Typeface Vitesse Sans (Book) Main logotype text
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£$%&*()¡€#¢∞§ ¶•ªº-–=+{}[];:/\,.
å∫ç∂´©˙∆˚øπœ®ß†¨√∑≈¥Ω
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Secondary Typeface Helvetica Neue (Regular) / Subheadings
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£$%^&*()¡€#¢∞§ ¶•ªº-–_=+{}[];:/\,.~ å∫ç∂´ƒ©˙^∆˚¬µ~øπœ®ß†¨√∑≈¥Ω
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Imagery & Photography
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C
hoosing the right image for communication collateral is critical to the brand. The stylistic parameters of the images and how the images are treated, through color and contrast, reflect the brand style: modern, sophisticated, and eclectic. The content of the images (people, places, situations, and actions) should feel real, meaningful, and engaging. The style (cropping, focus, light, and perspective) should feel natural, warm & connected, and impactive. Color is used as a means of further connecting the imagery and color blocks which will be illustrated in subsequent pages.
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Incorrect Use of Images Don’t use pale colored food pictures.
Don’t cut images arbitrarily.
Don’t use poor quality images.
Don’t use messy food images.
Don’t use confusing action images.
Don’t use arbitrary perspective.
Don’t use cold color food images.
Don’t use images with not focal point.
Don’t use meaningless images.
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Correct Use of Images Use clean zand warm color pictures.
Use images that connote feelings.
Use artistically illuminated images.
Use clean backgrounds for food images.
Use pictures that express teamwork.
Use purposeful angled images.
Use harmonic high contrasted images.
Use hight resolution images for details.
Use of patterns is a good option.
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Contact Details Company:
Pirats Design
Designer:
Marco Gutierrez
Email:
marcogutierrez@piratsdesign.com
Web:
www.piratsdesign.com
Where We Celebrate Friends, Family, And You.