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
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14
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
13
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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