THE BRAND BOOK Brand Standard Guidelines
2013
Š2013 Paint Nite. All rights reserved.
Paint Nite Brand Standard Guidelines
THE POWER OF BRANDING: THE PAINT NITE POINT OF VIEW A Brand is more than a product. Or a logo. Or a tagline. Or a color. A brand is an emotional connection—it’s what Paint Nite as a company means to the world. And it’s likely the most valuable and enduring asset of any company. It’s not a fabricated description or wishful thinking of what the company might be. But rather, it’s an authentic representation of the experience customers, employees and bars can expect everyday. Strong brands encourage customer loyalty, and capture market share by influencing and changing behavior. Strong brands routinely command higher profit margins. Strong brands turn customers into fanatics. A brand’s value is tied directly to the dialog that exists between you and your customers—the stronger and more purposeful the dialog, the greater the value. Without a clearly defined brand, no one will know Paint Nite. Or what we stand for. And ultimately, our potential will go unrealized. Our logo, tagline, fonts and colors are the visual representation of our brand.
Welcome to the first ever Paint Nite Brand Standard Guidelines!
We hope this helps you to get comfortable with all the parts of our Paint Nite logo.. AND gets you excited about promoting your business and sharing the fun! 1 LOGO 2 LOGO LAYOUT VARIATIONS 3 COLORS 4 LIMITED COLOR APPLICATIONS 5 CLEAR SPACE REQUIREMENTS 6 TAGLINE and URL USAGE 7 OUR FONTS 8 BRANDING DISASTERS
Paint Nite Brand Standard Guidelines
LOGO Here we go! This is our logo in full. Since we are pretty fired up about painting and making toasts, we had to include a glass and as many colors as possible. It’s true, we like to enjoy ourselves and encourage an environment of creativity! We worked hard to fine tune this small work of art, so follow the guidelines in this book to ensure we are all using it properly and consistently across the country.
1 LOGO
1
WHITE FULL COLOR
2
BLACK FULL COLOR
Space between the gray lines is not to be altered.
Paint Nite Brand Standard Guidelines
LOGO VARIATIONS Our logo comes in all shapes and sizes. We like to be flexible, but not too flexible. One of these variations will hopefully be a perfect fit to suit your needs. TAGLINE MAY BE REMOVED FROM ANY OF THESE VARIATIONS.
1
HORIZONTAL BANNER: Our preferred and most favorite. Use this variation whenever possible and defer to the other variations only when necessary.
2
VERTICAL BANNER: For long and tall types of sizes.
3
SOCIAL MEDIA SQUARE: For aspect ratios of equal value. Works great for Facebook, Twitter, etc.
4
GLASS and SPLASH: Separate the splash only when the Paint Nite name appears elsewhere in your collateral. We aren’t Starbucks. Yet.
2 LOGO LAYOUT VARIATIONS
1
VERTICAL BANNER
2
HORIZONTAL BANNER
3
SOCIAL MEDIA SQUARE
4
GLASS and SPLASH
Paint Nite Brand Standard Guidelines
COLOR You can mix up colors as much as you want during your Paint Nite events. The colors you absolutey cannot mix up are the ones in our logo! Don’t fret: here is all of our logo color information, for both print and web applications.
3 COLOR
Paint Nite Magenta PMS 213
#EE2B7B
R238-G43-B123
C0-M95-Y20-K0
#F7931E
R247-G137-B30
C0-M50-Y100-K0
#FFDE17
R255-G222-B23
C0-M10-Y95-K0
#8CC63F
R140-G198-B63
C50-M0-Y100-K0
#29AAE2
R41-G170-B226
C70-M15-Y0-K0
#5A2B78
R90-G43-B120
C80-M100-Y20-K5
R128-G130-B133
C0-M0-Y0-K60
R209-G211-B212
C0-M0-Y0-K20
Paint Nite Orange PMS 137
Paint Nite Yellow PMS 105
Paint Nite Green PMS 375
Paint Nite Blue PMS 2985
Paint Nite Purple PMS 259
Paint Nite Dark Gray PMS 324
#808285
Paint Nite Light Gray PMS 428
#D1D3D4
Paint Nite Brand Standard Guidelines
LIMITED COLOR APPLICATIONS We really love our colors, but not all applications require all colors. Follow these handy guidelines to send our Paint Nite message with style.
1
On any background containing light colors or on plain white.
2
On any background containing dark colors or on plain black.
3
On any 100% white background only.
4
On any white or Paint Nite green background. Cannot be used over any other colored background.
4 LIMITED COLOR APPLICATIONS
1
ONE COLOR: BLACK
2
ONE COLOR: WHITE
3
ONE COLOR: HALFTONES
4
ONE COLOR: PURPLE
Paint Nite Brand Standard Guidelines
CLEAR SPACE REQUIREMENTS Our logo needs space to express itself. When using it, make sure there is enough surrounding space so we can maintain our clear message. Clear space is equal to the height of the capital D in our tagline “Drink Creatively”. That way, whenever the logo is resized, you can refer to this standard height to keep our logo free of surrounding clutter that could detract from it’s glory.
5 CLEAR SPACE REQUIREMENTS
CLEAR SPACE is EQUAL to the height of the D in “Drink Creatively” CLEAR SPACE
=
=
WHAT NOT TO DO:
PaintNite.com
TONIGHT!
Paint Nite Brand Standard Guidelines
TAGLINE and URL USAGE Since we generate so much sales online, it’s required to include our URL on all marketing materials.
1
LOGO and URL: Do not put the tagline in this variation.
2
LOGO, TAGLINE, and URL: URL must be in 30% black.
3
TAGLINE and URL: Do not use the splash in this variation. Simple is sometimes better.
4
URL only: Use our Rockwell font for the URL.
6 TAGLINE and URL USAGE
1
LOGO and URL
2
LOGO TAGLINE and URL
PaintNite.com
3
TAGLINE and URL
3
URL only
Paint Nite Brand Standard Guidelines
OUR FONTS Luckily, we’ve chosen fonts that are readily available for both web AND print. It’s almost too easy to follow our strict OSWALD/HELVETICA rule, but we have confidence in you.
Oswald Bold is our HEADLINE FONT. Although the name Oswald doesn’t exactly roll off the tongue, hopefully it wll help you roll out some snazzy layout design. Use Oswald to make a bold statement, highlight important text, etc. Oswald Book is for smaller text, or when Bold is just too much. Download Oswald Book & Bold for free here: www.fontsquirrel.com/fonts/oswald
Helvetica Regular is our TEXT FONT. Use this font for all font blocks in professionally produced communications including posters, promotional rack cards, business cards, etc.
7 OUR FONTS
Aa
Oswald Book
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuSsTtWwXxYyZz 0123456789
Aa
Oswald Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuSsTtWwXxYyZz 0123456789
Aa
Helvetica Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuSsTtWwXxYyZz 0123456789
Aa
Helvetica Light
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuSsTtWwXxYyZz 0123456789
Paint Nite Brand Standard Guidelines
BRANDING DISASTERS We value and encourage rampant creativity, but when it comes to getting artsy with our logo, we’ve got to crack the whip. These are just a few of the major no-no’s that will disrupt our consistent message across the country.
1
STRETCHING THE ASPECT RATIO in any direction. Make sure to maintain the original proportions whenever you are resizing our logo.
2
PLACING COLORED LOGO ON PHOTOGRAPHIC BACKGROUND can result in eye strain. Seriously, only use the white or the black version when placing over a photograph.
3
PLACING COLORED LOGO ON COLORED BACKGROUND is the opposite of classy and will result in our logo getting lost or even worse, clashing.
4
ADDING ANY EFFECT TO LOGO (stroke, drop shadows, outer glow, etc.) is an aesthetic headache. If the logo is not popping off the page, use the white or black version.
5
RECONFIGURING THE LAYOUT can be confusing to our customers. Keep it simple and use the variations offered in this publication. We don’t want our logo to have a split personality.
6
RECOLORING our finely tuned identity and using non-brand colors results in a loss of identity. Stick to the Paint Nite logo variations in the Limited Color Applications section and use only our Paint Nite colors.
8 BRANDING DISASTERS
1
STRETCHING ASPECT RATIO
2
PLACING COLORED LOGO ON PHOTOGRAPHIC BACKGROUND
3
PLACING LOGO ON COLORED BACKGROUND
4
ADDING ANY EFFECT TO LOGO (stroke, drop shadow, outer glow, etc.)
5
RECONFIGURING THE LAYOUT
6
RECOLORING
THANKS
Looks like you’ve made it to the end! Celebrate! We hope this was a fun and educational experience. If you have any ideas about how to make our Paint Nite brand or Brand Book more amazing, please let us know. We value your opinion and the skills we collectively share as a team and look forward to growing our business together. Thanks for reading.
Please send all questions and feedback to: Amy Jorgensen Brand Manager amy@paintnite.com