Graphic Standards Manual

GR A PH IC STA NDA R D S M A NUA L

table of

CONTENTS

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6

10

3

7

12

4

8

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OUR MISSION

O U R L OGO

L OG O US AGE

LOGO MI SUS E

C OL O R S

T Y PE FA C E S

S TAT IO N E RY

SCOTCH LABEL

IM A G E RY

our

MISSION At Hopscotch, we have a passion to provide a great dining experience and

MISSION

bar atmosphere, while promising a taste

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of Scotland’s best food & spirits. Our homemade dishes & scotch reflect our unique and creative sensibility.

Our logo represents the essence of our brand in one single mark.

is a rich script that offers a smooth and classic look, while

When developing the Hopscotch brand, we wanted to identify

not being dated. The color version of our logo is preferred,

with the old traditional feel of Scotland and its history in the world,

however, the black and white is an alternative to full color,

while reviving a new and modern twist on a trendy downtown bar/

albeit the only other option.

restaurant. Our logo has a contemporary sans-serif typeface, set in an arch to represent a vintage logo design. The slogan beneath

our

LOGO

Color version

LOGO

B & W version

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logo

USAGE

The Hopscotch logo is a single, cohesive, designed element.

Nothing can come directly next to it where it would be in contact with it. The Hopscotch’s “H” letterform is the spacing tool in between the logo and any other element that would be close to it. When the logo changes size, the H follows with it and changes

LOGO

size as well, keeping a relative space.

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The Hopscotch logo, in its color form, is only able to be placed

The Hopscotch logo is at its best when it is a larger size.

over imagery that is of a lighter opacity or has a white opacity

However, in the case that it must shrink is size, make sure that

box between the image and logo, like shown below and on the

the minimum length is one inch. The length of the logo can

cover of this manual. If it is in its black and white version, it can be

never be smaller than this size, for fear of losing the impact it

placed over blocks of color that are bright and enhance the logo.

has as a strong mark.

Minimum size: 1’’ long

Acceptable Image Overlay

LOGO

Acceptable Color Background

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logo

LOGO

MISUSE

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Always use the artwork from this resource for official Hopscotch communications. Make sure that the logo is used correctly.

The following figures show some common mistakes that are sometimes overlooked, but prohibited.

Do not distort the logo

Do not change placement

Do not modify the logo

Do not angle the logo

Do not add an effect

Do not change the typeface

The traditional Hopscotch colors are Navy, Blue, and Gold. We

there is no limit to the colors used in imagery, designs, or

allow for some shades of each of the three colors to help give

on any type of promotional illustrations. These colors are the

the brand a warmer feel with more options for layouts. This

ones presented in the logo and the tints are recommended

color palette gives the company more depth which carries

as additional choices that will only help to enhance the brand.

through in the type, icons, illustrations, and graphic elements.

While these are the only colors presented on the manual,

COLORS C M Y K 92 34 10 27

C M Y K 0 27 95 4

R G B 63 82 111

R G B 83 115 146

R G B 226 168 85

Pantone 540

Pantone 2152

Pantone 2007

Tint 75%

Tint 75%

Tint 75%

Tint 50%

Tint 50%

Tint 50%

COLORS

C M Y K 94 27 11 45

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logo/display

TYPEFACES

The Hopscotch logo was created with two typefaces: Erbar and Thirsty. While recreating the logo outside of the registered trademark is prohibited, using these typefaces for other design choices is allowed. The Drodiga typeface is used for similar header situations, like for the menu or posters. Serifa is a headline typeface

TYPEFACES

that can be used in formal documents, such as this manual.

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Display typefaces:

The Hopscotch logo typeface:

The Hopscotch slogan typeface:

Drodiga

Erbar Regular

Thirsty Script

Serifa Std 45 Light Serifa Std 45 Light Serifa Std 45 Light Serifa Std 45 Light Serifa Std 45 Light

When creating body copy for Hopscotch, usually for more formal documents, the Univers family is the only typeface that can be used. While the family goes much farther than what is shown below, these eight styles are the only one used by Hopscotch.

An example of this use would be in an annual report, for the letter portion of the letterhead, or in this graphic standards manual.

copy

TYPEFACES The Hopscotch primary copy typeface:

Univers 45 Light Univers 55 Roman Univers 55 Oblique Univers 65 Bold Univers 65 Bold Oblique

TYPEFACES

Univers 45 Oblique

Univers 75 Black Univers 75 Black Oblique

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STATIONERY

All Hopscotch stationery is printed by the Hopsctoch Printing Services department, a professional printing facility that’s available to the entire Hopscotch community. Hopscotch Printing Services offers templates to create stationery with your custom information.

(actual size)

(actual size)

Marissa Yontz Hopscotch CEO

STATIONERY

2 in

10

3.5 in

business card back

1.8 in

business card front

1415 North State Street Chicago, Illinois 309 338 3574 hopscotch.com contact@hopscotch.com

1 in

1.8 in

(not actual size)

(not actual size)

1 in

1415 North State Street, Chicago, Illinois 309 338 3574

hopscotch.com

scotchliquor@hopscotch.com

letterhead

Marissa Yontz 1415 North State Street Chicago, Illinois

STATIONERY

(not actual size)

envelope

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scotch

LABEL

At Hopscotch, we take pride in our made-from-scratch scotch whisky. The label that represents the scotch is a powerful and mystical creature. Scotland’s national animal is the unicorn and is also on their royal coat of arms. We found it important that we include the unicorn on our label. It represents purity and poise,

SCOTCH

which is perfect for the personality of our scotch.

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SCOTCH

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acceptable

IMAGERY

When using food photos for the website, menu, or promotional items, only use high quality photos taken by professionals hired

by Hopscotch. The types of photos used can be taken from our gallery of photos. When using close-up photos, crop the food item so the subject fills the frame. If using full-on shots, make sure the

IMAGERY

photography is from an aerial view with dark contrast lighting.

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Many brand promotional pieces require illustrations to make

mountains, castles, skies, and lakes. When creating this type

them succeed. Our goal with items like the menu, stationery, and

of effect, images that can never be used are ones that include

website, is to create a Scotland feel. For most elements other

animals or people. When using this type of design element,

than food, we use photography that has been edited in Photoshop

make sure that the colors and vibrancy complement the brand

under an “angled stroke� effect. Imagery from only Scotland

element the illustration is being used for.

can be used and includes, but is not limited to, grasslands, hills,

IMAGERY

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