2018 brand identity guidelines
table of contents
project brief
2
design overview basic elements color palette typeface logo
stationery
15
letterhead envelope
business card cd folder table menu bottle labels
signage front entry menu directional window promotional
27
3 5
project brief
Beach Bum is known for our very laid back atmosphere as well as their relaxing aesthetic. It is the best place to sit back and have a drink, and maybe some food, while visiting the beach. Beach Bum is a new San Diego, CA local beach spot that will be opening in the summer of 2019. Beach Bum is a place hoping to be visited by some locals, but mainly tourists looking to relax while on their trip or vacation. Specifically, the target audience of our bar is 25-30 year olds who are looking to relax on the beach while drinking instead of partying at a bar or a club. Our target audience cares more about having a calming beach trip instead of a wild, college-spring-break-like experience, which is why we target people in their late 20’s, and early 30’s. of course we would like to bring in all people who are 21 years or older. Normally, people in their early 20’s are either in college, or freshly out, and are looking to have fun while they can, before they have to go out and manage their career. We are looking to satisfy the individuals in their late 20’s and early 30’s who have their lives together a little bit more and are a little more settled down. For the most part, they have already experienced their crazy years and are looking to relax instead of party. These people are our perfect customers. We are looking to serve the people who are wanting to go to a bar and relax.
2
design overview
With the Beach Bum branding and logo, we are hoping to create a sense of relaxation but also convey the fact that it is a bar. This can be possible thought the strategic use of color and imagery. The long term goal of Beach Bum is to of course bring in customers, both locals and tourists, and give them a nice and relaxing beach experience. We would want them to have such a good experience that they can become frequent customers (if they are local to the area), or come back the next time they are in San Diego. The main goal is for our customers to have such a nice, relaxing experience that they want to come back, and maybe even bring their friends next time. When people see our logo and our branding, we want them to feel like they are relaxing on the beach in the tropics. We want them to see our brand and get a feeling of a calming comfort. This might be challenging, normally bars are looked to as fun and exciting locations, but we are trying to part directions with the atmosphere of a traditional bar. This opposition will be shown throughout our brand and logo.
3
basic elements
color palette
6
r: 236 g:180 b:169 c: 5 m: 33 y: 27 k: 0 # ecb4a9
r: 113 g:153 b:184 c: 58 m: 31 y:16 k: 0 # 7199b8
r: 141 g:199 b: 222 c: 42 m: 7 y: 8 k: 0 # 8dc7de
r: 200 g: 238 b: 254 c: 19 m: 0 y: 0 k: 0 # c8eefe
color palette
Because of its close proximity to the beach, Beach Bum created its color palette from various shades of blue. From the desire of blue shades, a light blue, mid-toned blue, and a dark blue were created. To add some pops of color, Beach Bum decided to add a coral-pink. In the logo, the dark blue is used for the text of the “Beach Bum”. The pink is then used for the sand-dollar in the corner of the logo and the “Bar + Grille”. These colors are the main two identifying colors for the brand. Throughout the branding of Beach Bum, the dark blue is used for key elements, such as the logo and other important information. The pink is used also for important information, as it is a pop of color. The mid-toned blue is used for most design elements. The light blue is used for when something needs to be overlayed on one of the other blues, or as a tertiary color, it has the least importance in the brand, but can still be used to differentiate design elements from the mid-tone blue color.
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typeface
futura medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
cocogoose abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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typeface
The brand of Beach Bum is very relaxing, which is why we decided to use simplistic, san serif fonts. Both fonts are very round and have a soft feel to them. Futura is a well-known font created by Paul Renner. It is known for its use of round and geometric shapes. The Beach Bum brand uses this text in all circumstances excluding any titles, as well as the typeface used in the logo. It is a perfect match to the relaxing atmosphere of the Beacah Bum Bar and Lounge branding. Cocogoose was created by Zetafonts. It is also a round, geometric font. It is very thick, which makes it easy to read and perfect for headlines and the logo. Another thing Beach Bum incorperates into its branding is the use of all lower case letters. Lower case letters are more relaxed than any upper case letter. Thoughout titles or signs, all lower case letters are used. The only exception for this rule is large bodies of text.
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symbol description
A sand dollar was chosen as the front of the brand. This is because it has very strong ties to the ocean. A sand dollar symbolizes freedom and encouragement, both of which are strong values of the Beach Bum brand. The sand dollar used in the Beach Bum logo contains a negative image of a flower, an image normally found on a sand dollar, which makes it such a recognizable object.
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logo ratio
4.25 x
1.1 x
0.16 x
x 1.6 x 0.08 x 0.5 x
1.6 x
2.75 x
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master logo
12
logo variation
13
minimum logo size 1.5 in
0.95 in
minimum size around logo 1x 1x
x
14
stationery
letterhead 8.5 in .25 in .25 in
1.5 in
1.3 in
11 in
3 in
16
4 in
envelope 8.5 in .25 in
1.5 in
1.25 in
4.13 in
2.5 in
3.5 in
17
business card 3.2 in
0.4 in
0.75 in
2 in
0.45 in
0.6 in
0.4 in 0.25 in
18
1.5 in
cd with cover
4.8 in
0.25 in 0.75 in
4.8 in
3 in
3 in
.25 in
19
9 in
folder 1.5 in 2 in
12 in
5 in
6 in 18 in
6 in
12 in
3.75 in
20
5.25 in
table menu 9 in 1.5 in
1 in 0.6 in
1.6 in
10.5 in
1 in
.25 in
23
alcohol label
2 in
0.6 in
2 in
0.3 in
25
signage
1 ft 2.25 in
entry
5.7 in 2 ft
3.5 ft 0.25 ft
6.25 ft 6 ft
29
menu
4.5 in
4.5 ft 4.8 in
6.5 ft
6 ft
5.5 ft
31
direction
2.5 ft
7 in
2.5 ft
6 in
5.5 ft
4 ft
33
window
1.3 ft
3.5 in
2 ft 3 in
0.7 in 6 ft
4 ft
35
promotion
1.3 ft
3 in
3 in 2 ft
2.8 in
0.7 in
6 ft
4 ft
37
thank you
graphic designer: miranda melton mm.32897@gmail.com miranddumb