Table Six Brand Guide by pipandcricket

BRAND GUIDE

THE VALUE OF CONSISTENCY Keeping your brand cohesive is essential to the professionalism and stability of the identity. In this guide you’ll find helpful tips to keep your logo usage and brand identity consistent without questioning how and when to use your new assets. 2

MODERN ENERGETIC WEEKEND FUN

CONCEPT & VISUALS

STYLE

This concept was really inspired by beer can

The primary typography in this design is

tabs and hops. The combination of both of

a strong sans-serif that makes the design

these is a modern, clean, laid back, summer,

modern and clean.

weekend-with-friends vibe. This design approach represents “that feeling after a long

The colors chosen for this concept are

day of knowing your are meeting up with

tropical and fun, and are inspired by

your friends to unwind and let the stress of

Hawaiian shirts.

the day melt away.” The 6 was created to mimic the tab at the top of a beer can. The emblem includes the full top of the beer can shape. The addition of the hop beer elements balance out the text portion of the logo. 4

PRIMARY LOGO This is the main logo that will be placed across various platforms (including website, social media presence, ads, and other materials) to represent your brand. Using this design consistently will help audiences easily identify your work and services. Applying the logo with care and respect to these guidelines is essential to the professionalism of the brand. This primary version of the logo is the horizontal wordmark, so it’s perfect to use when space is limited, and your brand name must be clearly displayed. For example, display this version of the logo on primary touchpoints - business cards, presentations, and printed materials.

SECONDARY LOGOS These logo variations, or secondary marks, are used to supplement the brand in various instances. Use these variations in place of the primary logo, and never directly next to the primary logo, as it is repetitive to the audience. Proper use of these elements is important for displaying your brand properly and included is a breakdown of when to use these logos in place of your primary logo.

A . H O R I Z O N TA L (O R “ W O R D M A R K ”) L O G O : This is a wide form of the primary logo. Use this logo when vertical space is limited, and a more horizontal application is appropriate. For example, advertisements, website navigation, etc. B . E M B L E M (O R “ B A D G E ”) : Use this when the primary logo is not necessary, but brand name should be displayed. Use this mark when viewers are familiar with the brand. For example, use this logo on the second page of printed materials, letterheads, presentations, or as a watermark on photos. C. MARK: Use this design when the primary logo is not necessary, or if the brand name is already displayed in plain text. For example, in social media profiles, favicons, or icons on website.

ALTERNATIVE VARIATIONS When the primary and secondary logos are not used, these logo variations, or alternative logos, may be used to supplement the brand in a more informal setting. Use these variations in place of the primary logo, and never directly next to the primary logo, as it is repetitive to the audience. These designs may represent a subsidiary section of the brand, or they may used instead of the primary designs, as a more casual and fun approach on marketing materials. C . A LT E R N AT E V E R T I C A L (O R “ S TA C K E D ” L O G O ): Use this design when the primary logo is not necessary, or if the brand name is already displayed in plain text. For example, on t-shirts, koozies, menus. etc. B . A LT E R N AT E H O R I Z O N TA L (O R “ W O R D M A R K ”) L O G O : This is a wide form of the primary logo. Use this logo when vertical space is limited, and a more horizontal application is appropriate. For example, advertisements, website navigation, etc. C . A LT E R N AT E E M B L E M (O R “ B A D G E ”): Use this when the primary logo is not necessary, but brand name should be displayed. Use this mark when viewers are familiar with the brand. For example, use this logo on the second page of printed materials, letterheads, presentations, or as a watermark on photos.

COLOR USE When using the primary logo or secondary variations, choosing a color to use is often dependent on the background color.

A. PRIMARY FULL COLOR This logo is the full color version. It is only appropriate to use this full color logo on a white background. B. & C. REVERSED OUT When a white background is not available, it is appropriate to use a white (aka reversed logo) variation on a black, dark, or color background,

The logos will mostly be used in full color (A).

where the color in the logo that disappears

When that isn’t an option, please use a variation

color reversed out logo on a full brand color

(B-E).

is reversed out to white. Never put the full background. D. & E . O N E C O L O R VA R I AT I O N S When the full color logo is not available, it

Included is a breakdown of how to use the logo

is appropriate to use the one-color navy logo

with the brand colors on solid background.

appropriate to use a black, or navy color logo on

on a brand color background (D). It is also a white background (E).

PHOTO BACKGROUND When placing the primary logo or

The contrast between the logo and the

secondary variations, on a photo

photo background must make the logo

background, it is important that the

easy to read. In most cases, it is acceptable

photo content is not obstructed by the

to use a white or navy version of the logo,

logo, and vise versa.

other brand colors may be difficult to read depending on the photo.

A. BE MINDFUL OF CONTENT

B . A D D A D A R K O V E R L AY

Don’t place the logo over a complicated or low contrast part of the

Do add a black transparent overlay when necessary over the photo,

image, where details are disrupted. - both in the logo and the image.

and under the logo. This is useful on website pages, presentation decks, marketing materials, etc.

MINIMUM SIZE

MINIMUM HEIGHT 0.50"

POSITIONING When resizing, or scaling, the logo, it is important to be mindful of clear space around the design, as well as the readability

MINIMUM HEIGHT 0.35"

when the logo is small. The primary logo should never be smaller than 0.50" tall when scaled down. When placing logos with other content, always leave clear space around the logo for cleanliness. This space isolates the design without allowing other content to overcrowd, clash with, or diminish the integrity of the design. 16

MINIMUM HEIGHT .75"

CLEAR SPACE

A. PROPORTION

B . R O TAT I O N

C . R E- C O L O R I N G

Don’t squish or stretch the logo to fit it

Don’t rotate the logo.

Don’t change the color of the logo. Use the color

into a space. Always scale proportionally or

options provided in the final logo files.

use the included variations.

BREWERY

D. C L E A R S PA C E

E . R E-S I Z I N G O R A D D I N G E L E M E N T S

F. U S I N G C O L O R VA R I AT I O N S

Don’t add any elements to the clear space

Don’t scale, or re-size, any elements of the logo.

Don’t put a mid-tone logo on a mid-tone

surrounding the logo.

Additionally, do not add any unofficial elements

background. Be sure to always make sure

to the logo.

there is high contrast between the logo and it’s background.

G. ST YLING EFFECTS

H . R E-A R R A N G I N G

I . A D D I N G A C O N TA I N E R

Don’t add a drop shadow or other

Don’t re-arrange parts or create new

Don’t contain the logo in a box on a background.

styling effects to the logo. See

compositions of the logo. When applicable, use

Use the proper logo file to place a transparent

pages 12 & 14.

the secondary logos instead.

logo background on a photo or solid color.

UNACCEPTABLE USAGE Consistency with placement and use of the logo is essential to maintain the integrity of the brand. The logo should never be re-colored, altered, distorted, skewed, squished, or compromised in any way other than the recommended use outlined in this guide. Included are examples of wrong ways of using the logo, that should NEVER be done.

TYPOGRAPHY Using these fonts consistently with proper styling and usage across all print and web applications is important for a strong brand identity. The primary typeface within the logo is Montserrat, although it has been modified to create the custom look. These fonts are available on Google Fonts.

M O N T S E R R AT ( E X T R A B O L D )

Use for headlines UPPERCASE M O N T S E R R AT ( B O L D )

Use for sub-headlines UPPERCASE M O N T S E R R AT ( M E D I U M )

Use for body copy Sentence case 20

MONTSERRAT ABCDEFGH I JKLMNOPQRSTUVWXYZ abcdefgh i jklmnopqrstuvwxyz MONTSERRAT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz MONTSERRAT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

TA BLE SIX SUBHEADLINE HERE Nitis vendae volor assitae pos rectes que quam erunte apic te natium, simus dolorer ectotat quassi con nis es remodipis dolori tem estionse sita estia sequi ratquia. Dae quis ulles et, volupitas susdame sitisit, sunt quam et expella consequae di blaboremod eostis quunt odis est quos ex eius, teni quibus de volupti orporrore nitin.

PRIMARY

N AV Y PA N T O N E : P M S 2 767 C C M Y K : 10 0 / 71 / 0 / 66 R G B : 1 9 / 41 / 7 8 H E X : #1 32 94 E

HOPS GREEN C M Y K : 36 / 1 7 / 54 / 0 R G B : 1 71 / 1 85 / 1 38 HEX: #ABB98A

COLOR PALETTE The navy blue represents strength and stability of the friend group but also grounds the design. The earthy greens represent the authentic the natural friendship of the group.

ACCENTS

TA N G E R I N E PA N T O N E : P M S 1 565 C C M Y K : 0 / 4 2 / 60 / 0 R G B : 2 55 / 1 61 / 1 1 7 H E X : # F FA 1 7 5

The accent orange color adds a bit of energy, youthfulness, and happiness, when applicable (think beer can label, or buttons on a website).

TROPICAL GREEN C M Y K : 62 / 2 7 / 53 / 5 R G B : 10 5 / 1 47 / 1 2 8 H E X : #699380

FINAL FILES

You’ve received several final files of your new logo assets. This allows for your logo to always look it’s best in a variety of uses. The logos you receive are broken down into two categories, print vs. web, because the

design.When designing, I try to select solid

color profiles are slightly different for each

coated Pantone colors from the Pantone Color

application. When printing designs, a digital

Matching System (PMS). Pantone is a largely

printer typically uses four process colors Cyan,

a standardized brand and color reproduction

Magenta, Yellow, Black (CMYK) to create the

system that makes your color with one special

colors in the design.

ink formula. Printing Pantone colors is only available through specific professional printing

When viewing your designs online or on a

methods, therefore, we translate the Pantone

screen (video, website, TV, phone, tables, etc.),

colors into process print (CMYK) and web

these devices use three colors, Red, Green,

(RGB) color values to recreate that color on a

and Blue (RGB) to create the colors in the

variety of applications.

PRINT (CMYK) FILES

WEB (RGB) FILES

As you can assume, these files work best for

These files work best for web or on-screen

print applications (letterheads, business cards,

applications (mobile devices, tablets, television,

brochures, postcards, magazines, etc.)

computers, videos, websites, etc.)

EPS FILE

An .eps file is a vector file that is infinitely scalable and high-resolution with

a transparent background. It can only be used in specific software including

Adobe programs.

JPG FILE

A .jpg file is a very common compressed image file. This file format is

A .jpg file is a very common compressed image file. This file format is not

not meant to be scaled up, as it loses quality. It automatically has a white

meant to be scaled up, as it loses quality. It automatically has a white

background flattened with the design.

PDF FILE

PNG FILE

A .pdf file is a very common file that can contain infinitely scalable and

A .png file is common across web applications. It is very similar to a jpeg file

high-resolution vector designs when opened with editing software (Adobe

in resolution and quality, but it can contain a transparent background. It’s

programs). It can be saved with a transparent background.

not recommended to scale up png files as they lose quality.

MOVING FORWARD

Refer back to this guide when questioning how to use your new brand elements and even reach out for help (meow@pipandcricket.com). This guide allows for enough flexibility for you to use your new elements how you see fit, with staying consistent across all platforms. 26

MEOW@PIPANDCRICKET.COM

PIPANDCRICKET.COM