TANDE M V I N E YA R D S Branding Standards Manual
TA B L E O F CO N T E N T S LO GOT YPE S Primary Mark One Color Mark Secondary Mark Minimum Sizes Safe Space Innapropriate Uses
I D E N TIT Y S YS T E M S Graphic Elements Primary Colors Secondary Colors Typefaces
BUS I NE S S S YS T E M IT E M S Business Card Letterhead Envelope
A P PL I C AT IONS Website Wine Listing Wine Label
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Tandem Vineyards will be a place not only to purchase and taste delicious wines, but will be an experience where one can come to relax, have fun, and leave feeling more joyful. There will be live music on weekends, and the outdoor area will be opened up to make room for dancing. There will be appetizers and tapas served in the evening—when the venue begins to shifts from wine tasting and relaxing to listening to music, dancing, and laughing with friends. A place that welcomes wine lovers of all types, Tandem Vineyards is a place where both rejuvination and celebration live in tandem with one another. The purpose of this manual is to develop comprehensive and detailed guidelines on all things Tandem Vineyards so other designers, production artists, and printers alike can apply use everything established to best represent Tandem Vineyards.
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L |
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1.00 Logotypes
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TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL |
TANDE M V I N E YA R D S
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 1.01 Primary Mark
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The Tandem Vineyards logotype represents a combination of rejuvination and celebration. The ampersand signifies those two idealogies living in tandem with one another, with the exclamation highlighting the “celebration� side of Tandem Vineyards. The use of the overlapping colors in the symbol based off of CMYK adds to the lively and fun atmosphere brought by Tandem Vineyards. The logotype features both a geometric sans-serif and a modern serif font. The geometric sans-serif that is used, Frutiger Std Heavy, expresses the life and image of Tandem Vineyards. Frutiger Std Heavy proclaims the name of Tandem Vineyards boldly and confidently while still highlighting the uniqueness of the Tandem Vineyards experience. Set with a wider tracking (119), the type treatment of the word Tandem gives a calm feel and plays also to the feelings of rejuvination created by Tandme Vineyards. In addition to this, the use of a modern serif (Didot Bold) still gives the vineyard a classic, respectable, and more luxuroius image.
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TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL | 1.01 Primary Mark
TANDE M V I N E YA R D S
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 1.01 Primary Mark
TANDE M V I N E YA R D S
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If it is not possible to print or display the logotype in full color, then it is acceptable to display the logo in a number of one color displays. The logotype can be displayed in both black on white, or white on black (white on black only if no color production is possible, and the logotype must be printed on black) using the special one color logotype, which has some slight differences in the symbol to make up for the lack of color. The logo can be displayed in either Turqoise on Egg* if available, or in Egg on Turqoise. In addition, the one color logotype can also be displayed in Egg on either Magenta, Cyan, Teal, or Orange* if needed. The logotype can also be presented in Teal on white, if it is not possible to also print using Egg. And if all other optoins are not working, or if colors are being compromised in the printing process, use the logotype in black on white. *see page 14-15 for color names and specifications
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TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL | 1.01 Primary Mark
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TANDE M V I N E YA R D S
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TANDE M
TANDE M
TANDE M V I N E YA R D S
TANDE M
TANDE M
TANDE M
V I N E YA R D S
V I N E YA R D S
enjoy.
TANDE M V I N E YA R D S
V I N E YA R D S
enjoy.
TANDE M V I N E YA R D S
V I N E YA R D S
V I N E YA R D S
enjoy.
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 1.02 Secondary Marks
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1
This logotype featuring the Tandem Vineyards’ slogan “enjoy.” is to be used in times when it is necessary or beneficial to have the slogan included. These times would include when the only information for Tandem Vineyards is shown in this one logotype or more information is needed to gain more of the atmoshpere of Tandme Vineyards. The slogan can be used outside of this logotype as well, and should be used if the slogan is needed, but there is no room for it elsewhere. The same rules for one color designs apply as seen on pg. 4.
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2
The horizantle version of the logotype should be used when there is not enough room for the verticle logo. The horizantle logotype works great when used with left aligned text, and shrinks down much more coherently than the verticle logotype does. Because the horizantle logotype has less safe space needed around it, it fits much more appropriately in smaller spaces, and reads more coherently when being used with lots of type than the verticle logo would. The same rules for one color designs apply as seen on pg. 4.
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The wordmark works best when the Tandem Vineyards combination ampersand and exclamation mark symbol is already in use. The wordmark shrinks down to size better than any other variations of the logotype, and works great for being use in small spaces. The Tandem Vineyards wordmark should also be used instead of writing out the words “Tandem Vineyards” if not in paragraph form (i.e. headers). The same rules for one color designs apply as seen on pg. 4.
TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL |
1.5 in.
TANDE M V I N E YA R D S
The primary logotype for Tandem Vineyards should be displayed at the smallest size of having a width of 1.5 in. with a proportional height. This ensures that the symbol and text are all still visible.
1 in.
TANDE M V I N E YA R D S
.75 in.
TANDE M
Both of the horizantle versions of the logotype can be presented smaller. The horizantle mark can be displayed as small as 1 in. and the wordmark can be used down to .75 in and still mantain legibility.
V I N E YA R D S
1.75 in.
TANDE M
The verticle logotype featuring the slogan can be as small as 1.75 in. Any smaller will encounter legibility issues with the word “enjoy.� at the bottom.
V I N E YA R D S
enjoy.
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 1.03 Minimum Size
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TAND
TAND
TANDE M TANDE M TANDE M V I N E YA R D S
TANDE M
TANDE M
TANDE M
Any forms of the verticle logotype should use the size of the word “Tandem” as the safe space around the logotype. Using this ammount of safe space provides a little bit more space for the logotype to stand out.
TANDE M V I N E YA R D S
enjoy.
TANDE M
V I N E YA R D S
V I N E YA R D S V I N E YA R D S
VINEY
VINEY
TANDE M
TANDE M
V I N E YA R D S V I N E YA R D S V I N E YA R D S
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VINE
VINE
V I N E YA R D S V I N E YA R D S
The horizantle uses of the logotype should have less safe space than the verticle logotypes, so the the word “vineyard” will be the defining size of the safe space.
TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL |
TANDEM
TA N D E M
Do not squish the logotype, or any part of the logotype in any way shape or form.
Do not stretch the logotype or any part of the logotype in any way.
TA N D E M V I N E YA R D S
V I N E YA R D S
Do not change the color of the symbol in the logotype. Any changes in one color marks must be using the approved colors on pg. 4-5.
Do not fill the logotype, or any part of the logotype, with any gradients. Even if they are approved colors, only use solid colors in the logotype.
V I N E YA R D S
V I N E YA R D S
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 1.05 Innapropriate Uses
TA
E D N
VI
NE
YA
M
S RD
Do not tilt or rotate the logotype, it should always be presented upright.
TA N D E M V I N E YA R D S
Do not alter the logotype by adding a stroke or adding any other effects to any part of the logotype.
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2.00 Identity Systems
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TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL | 2.00 Identity System
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TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 2.01 Graphic Elements
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The Tandem Vineyards celebration pattern can be used only when in full color. The pattern is most commonly used as a trimming around a page, but in some cases it can be used sparingly as a fill (for example, see primary envelope design on pg. 20).
2
The Tandem Vineyards combination ampersand and exclamation mark should be used on either a solid white (paper color) or black background. Use this mark only if the full logotype or wordmark is also in use. When using this mark, it should be larger than the mark would appear if used in the logotype, and often will be accompanied by the company slogan “enjoy.�
3
The Tandem Vineyards line rule should be used when dividing a header or logotype from body or descriptor text. This should not be substituted for any time that a line is needed, but should be used only to seperate or divide when neccessary.
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The Tandem Vineyards line pattern is first found in the symbol for the logotype, and should be used sparingly. It should only be used on top of one of the primary colors that coheer with Tandem Vineyards branding standards. See pg. 14 for primary colors.
TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL | 2.01 Graphic Elements
Turqoise is the primary color of tandem vineyards. If there is one color that can be used, then turqoise should be applied. When used in combination with yellow and magenta, Turqoise should be the most prevalant.
Yellow adds a pop and gives life the primary color scheme of Tandem Vineyards. It should be used sparingly and not without the presence of turqoise and magenta.
Magenta, like turqoise, can be used on its own, but should never be more present than turqoise. When paired with turqoise and yellow, magenta should be used less than turqoise, but be more present than yellow.
T U RQOI SE HEX: 41a787 RGB: 63, 167, 135 CMYK: 73, 11, 58, 0 Pantone: Pantone Solid Coated 7723 C
YELLOW HEX: fff100 RGB: 255, 241, 0 CMYK: 0, 0, 100, 0 Pantone: Pantone Solid Coated 395 C
MAGE N TA HEX: w RGB: 236, 0, 139 CMYK: 0, 100, 0, 0 Pantone: Pantone Solid Coated 225 C
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 2.02 Primary Colors
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Any of the colors found in the secondary color pallete should not be used more than the primary colors if possible, with the exception of black being use either as a background or in the celebration pattern (pg 13). Cyan, Teal, and Orange are all found as subtle accents in the full color logotype, and should be used as pop colors when needed in packaging.
BL ACK
EGG
HEX: 000000 RGB: 0, 0, 0 CMYK: 75, 68, 67, 90 Pantone: Pantone Solid Coated Black 6 C
HEX: e1dfd7 RGB: 225, 223, 215 CMYK: 10, 8, 13, 0 Pantone: Pantone Solid Coated Cool Gray 1 C
C YA N
O RAN GE
HEX: 00adef RGB: 0, 173, 239 CMYK: 100, 0, 0, 0 Pantone: Pantone Solid Coated 292 C
HEX: eca420 RGB: 236, 164, 32 CMYK: 6, 39, 100, 0 Pantone: Pantone Solid Coated 2007 C
WHITE
HEX: ffffff RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 Pantone: Pantone Solid Coated 663 C
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TE AL
HEX: 026a7c RGB: 2, 106, 124 CMYK: 90, 46, 41, 13 Pantone: Pantone Solid Coated 2214 C
TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL | 2.03 Secondary Marks
Univers LTD Std Bold
Adobe Garamond Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Univers LTD Std Bold Condensed
Adobe Garamond Pro Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Univers LTD Std Light
Adobe Garamond Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Univers LTD Std Light Condensed
Adobe Garamond Pro Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Univers LTD Std Roman
Adobe Garamond Pro Semi Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
The primary typeface used by Tandem Vineyards is Univers LTD Std, and can be used in all the acceptable styles shown above.
The secondary typeface for Tandem Vineyards is Adobe Garamond Pro, and can be used in all the above acceptable style shown above.
When typing body text, Univers LTD Std Light Condensed with a 12pt font size and a leading of 14pt should be the starting point for the largest ammount of body text. All changes should start off of this.
This typeface will be used primarily for headers and subheads. When being used as a header or subhead, Adobe Garamond Pro (in bold, regular, and semi bold) should be written in all caps, in italics, and should have a tracking of 100.
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 2.04 Typefaces
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3.00 Business System Items
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TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL | 3.00 Business System
TANDE M V I N E YA R D S
The Tandem Vineyards business card will be printed on Neenah Stardust Specialty Cardstock with a width of 2 in. and a height of 3.5 in. The name, position, email and phone number can all be changed for personal business cards.
M IC H A E L M I L L E R OWNER
michael@tandemvineyards.com 925.876.0230 7525 Orcutt Rd, San Luis Obispo, CA 93401
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 3.01 Business Card
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TANDE M V I N E YA R D S
tandemvineyards.com info@ tandemvineyards.com 7525 Orcutt Rd, San Luis Obispo, CA 93401
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 November 14, 2015 Dear Ms. McCormick, Tandem Vineyards is not your average vineyard. Tandem Vineyards offers a unique experience to both rejuvinate and celebrate. With Tandem’s unique outdoor space, the vineyard will allow for live music and dancing in the evening, while still maintining the relaxed, laid-back atmosphere during the day, thus allowing both the rejuvination and the celebration to live in tandem with one another. Tandem will require the addition of a chef on staff who will create appetizers and tapas during the evening hours. The live music will be played by a group of musicians hired specifically by Tandem Vineyards to play regularly. This music will be jazz and pop influenced, both entertaining and engaging the evening customer. The goal of Tandem Vineyards is to grow the already existing “Chamisal Vineyards” into a space that attracts a crowd of 25-35 year old men and women from all along the central coast in addition to the pre-existing crowd of 40-60 year old male and female residents of San Luis Obispo and tourists alike. In doing this, Tandem Vineyards will both increase its profit, and increase the pleasure, leisure, and happiness of the customer. Tandem Vineyards aims to recognizable name in the San Luis Obispo area with frequent visitors within the next 5 years, and a recognizable name amongst California vineyards attracting more frequent tourist visitors within the next 10 years.
Any letter written by Tandem Vineyards should be printed on Neenah Stardust Specialty Cardstock using the Tandem Vineyards letterhead shown to the left. The letter should also be formatted with both left and right margins at 1.5 inches. The Tandem Vineyards logotype at the top will be aligned to the body text by the start of the letter “V” in vineyards.
Sincerely,
Michael Miller
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TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL |
TANDE M V I N E YA R D S
7525 Orcutt Rd, San Luis Obispo, CA 93401
enjoy.
The Tandem Vineyards envelope should be used when sending anything from Tandem Vineyards. The adress uses the horizantle logotype in place of typing out the name, and the adress should be aligned with the letter “v� in vineyard. The Tandem Vineyards celebration pattern should be printed on the inside of the envelope. If printing costs make it so that the pattern cannot be printed, then it is acceptable to not use the inside pattern.
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 3.03 Envelope
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4.00 Applications
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TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL |
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 4.01 Website
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TANDE M V I N E YA R D S WHERE WHAT WHO
TANDE M V I N E YA R D S
enjoy.
TANDE M V I N E YA R D S WHERE WHAT WHO
WHERE WE ARE Tandem Vineyards 7525 Orcutt Road San Luis Obispo, CA 93401
TANDE M V I N E YA R D S WHERE WHAT WHO
W HAT W E ’ R E A B O U T creating an environment where rejuvination and celebration live in tandem with one another in one unique wine tasting experience
WINES
The Tandem Vineyards website is a fixed background, continuous scroll website. This makes it easy to use for both its tech savy, and technologically inexperienced audiences. While it is easy to use because everything branches off from scrolling up and down, it is still visually pleasing and interesting. In addition to this, the scrolling movement makes the website one that invites users to experience. All headers for the website are in Adobe Garamond Italic at 103 pt size and 100 pt tracking, while all body text is in Univers Light Condensed.
TANDE M V I N E YA R D S WHERE WHAT WHO
WHO WE ARE
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TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL |
TANDE M V I N E YA R D S
WI N E L I ST I NG
PINOT NOIR
CHARDONNAY
2013 Califa Pinot Noir
2013 Califa Chardonnay
2012 Califa Pinot Noir
2012 Califa Chardonnay
2012 Vintner’s Quest Pinot Noir
2013 Estate Chardonnay
2014 Stainless Pinot Noir
2012 Chamise Chardonnay
baked raspberry with and candied cherry swirl $60 cherry and crushed wild strawberries $60 spice notes and a beautiful lingering tannin structure $48 red cherry, plum and wild blackberry $24
2012 Morrito Pinot Noir
lemon potpurri, dried pineapple, lemongrass and toasted hazelnut $45 bright, crisp fruit and a beautiful creamy texture $45 luscious lemon crème brûlée, candied pineapple and green pluot $28 bright, clean fruit and a beautiful custard finish framed by vibrant acidity $45
black fruit, allspice, nutmeg and toasted oak $100
SYRAH AND GRENACHE 2012 Califa Syrah
deep black fruit aromatics with sandalwood $48
2012 Estate Syrah
dried plum, fresh cigar, dark spice and menthol $38
2012 Estate Grenache
red plum, dried roses and raspberry $38
PINOT GRIS, ROSÉ AND OTHER 2014 Estate Rosé
fresh strawberry with hints of citrus and watermelon $24
2014 Estate Pinot Gris
white peach, apricot and honeycomb $24
2011 Floreale
The Tandem Vineyards Wine Listing Menu will be given to anybody who comes into Tandem Vineyards looking to taste or purchase wines. This is not the menu that gives the different tasting plans, but it shows the different wines that are currently being offered, and the prices that they cost. The menu will be printed on [insert specialty paper here]. When there is an open table in the outside seating area, One of these menus will be placed on the table ready for when a guest comes to look at the wines offered.
white peach, fig and subtle coriander spice $38
2012 Cinq á Sept
candied blueberry and black plum with subtle oak and smoke aromatics $80
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 4.02 Wine Listing
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TANDE M V I N E YA R D S
enjoy. Red Table Wine Bottled by Tandem Vineyards, San Luis Obispo, CA 13.9% Alcohol GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.
TANDE M V I N E YA R D S CAL I FA
The Tandem Vineyards wine labels follow the format displayed. The primary logotype is shown on the front, while the wordmark is shown on the back with the company slogan. The type of wine, the year made, the location, and the fact that it was estate bottled are all displayed on the front label. The back label has all the goverment required information about alcohol. The label should be printed on Neenah Stardust Specialty Cardstock. The front label has a width of 3.5 in. and a height of 4 in. The back label has a width of 2.5 in, and a height of 3 in.
PI N OT N O I R 2012 E D N A VA L L EY ESTATE BOTTLED
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TA NDE M VINE YA RDS B RA NDING S TAN D ARD S MAN UAL |
When assembling the different wine bottles, different colors on the neck of the wine bottle can be used to show different varieties of wine. Any of the acceptable colors can be used, excluding Egg, White, and Black.
TA ND EM V IN E YAR D S B R A NDI NG S TA NDA R DS M A N UA L | 4.03 Wine Label
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enjoy.