Y R O T C A NF
O T T CO
GASTROPUB
Y R TO
C A F BRAND GUIDELINES N O T T CO
THE AIM Before the rebrand, Cotton Factory had an inconsistent and confused brand image. The company as a whole was trying to appeal to lots of wide ranging target audiences and tried to offer everything. By narrowing down and focusing on one market it will contribute to a smoother running and successful business. In Huddersfield town centre there are plenty of standard bars and restaurants, but nothing for a higher market. Gastropubs are mainly seen in the countryside, but theres no reason why they can’t add a touch of sophitication to the bustling areas. There are currently no gastropubs in the town centre of Huddersfield, so the market is wide open for one. These brand guidelines will help to continue the rebrands image, it will ensure that any work created for Cotton Factory in the future will fit with the design criteria and maintain the brands identity.
LOGO SPECIFICATIONS Y R TO
C A F N
113mm
O T T CO
GASTROPUB
116mm
The logo must always keep the same design. The aspect ratio must always be locked when altering the size of the logo to avoid squashing and stretching. The size of the design should never be smaller than 23mm x 22mm, as it becomes distorted and hard to read. The logo contains six colours, three different shades of blue and three different shades of beige. The colours can be changed to black and white when necessary, i.e: for the coasters. The font used is ‘Kefa,’ with all the letters in capitals. Other than to resize, or change the colours to black and white, the logo should not be altered.
O T T O C
C A F N
Y R TO
KEFA
LOGO: INCORRECT USAGE RY
N TTO
CO
TO FAC
COTTON FACTORY
RY
CTO A F N
TO COT
RY
GASTROPUB
GASTROPUB
GASTROPUB
CTO N FA O T COT GASTROPUB
Do not change the font
Do not change the positioning
COT
GASTROPUB
Do not change the size without locking the aspect ratio
Y TOR
Y TOR
FAC N TO
Do not change the layout
FAC N TO
COT
ON T T CO
GASTROPUB
Do not change the opacity
UB
ROP
T GAS
Do not change the colour
RY O CT A F
Do not add any effects
Do not rotate
MENU SPECIFICATIONS - SIZES
As a gastropub, Cotton Factory will have three menus; the main menu, a daily deals menu and a drinks menu. These can be changed, when food is altered seasonally. All menus must contain the Cotton Factory logo. The size of the text can vary, but must be consistent throughtout for headers, and subtext.
A5
210mm
A4
The size of Menu 1 is a single A4 sheet, the size of Menu 2 is a single A5 sheet and Menu 3 is an A5 square booklet - 210mm x 210mm, containing 10 pages. The size of the menus can alter, depending on the amount of content, but should not exceed the current sizes, if unnecessary. 210mm
Menu 1 Main Menu
Menu 2 Daily Deals Menu
C A F N
O T T O C Menu 3 Drinks Menu
Y R TO
The colours used are taken from the logo, with the exception of black. These must not be altered.
The design of the menu should all be with the 4mm margins. Menu 1 and 2 have a three column grid, with a 5mm margin. Menu 3 has a six column grid, also with a 5mm margin.
MENU SPECIFICATIONS - TEXT: MAIN MENU ABCDEFGHI ABCDEFGHI JKLMNOPQ JKLMNOPQ RSTUVWXYZ RSTUVWXYZ For the main menu, the headings are the font ‘Kefa - regular’ and are 26pt in size. The colour used is a light beige, with a dark navy rectangle surrounding.
The rest of the text is also the font ‘Kefa - regular’ and is 11pt in size. The text is written in black.
The size of the text can vary depending on the size of the menu. These guides are typical of a size A4 menu. The headings must be consitent of size throughout. The main body of text must be slightly smaller in size, but also consitent throughout. The headings are in capital letters. Text should not be smaller than 9pt as it will become hard to read. The main body of text must be black in colour where possible as it is easier to read. The colour may be changed when necessary. The headings can vary in colour, but the colour must be taken from the logo and consistent throughout the menu. Any additional text can vary in size but must be reasonable to fit the design, it also needs to fit with the colour theme. The font of the text is ‘Kefa,’ either regular or bold. The font cannot vary, but ‘Helvetica is appropriate for the main body.
MENU SPECIFICATIONS - TEXT: DAILY DEALS ABCDEFGHI ABCDEFGHI JKLMNOPQ JKLMNOPQ RSTUVWXYZ RSTUVWXYZ
The size of the text can vary depending on the size of the menu. These guides are typical of a size A5 menu.
For the daily deals menu, the headings are the font ‘Kefa - regular’ and are 24pt in size. The colour used is a light beige, with a dark navy rectangle surrounding.
The headings must be consitent of size throughout. The main body of text must be slightly smaller in size, but also consitent throughout. The headings are in capital letters.
The rest of the text is also the font ‘Kefa - regular’ and is 12pt in size. The text is written in black.
Text should not be smaller than 9pt as it will become hard to read. The main body of text must be black in colour where possible as it is easier to read. The colour may be changed when necessary. The headings can vary in colour, but the colour must be taken from the logo and consistent throughout the menu.
Y R TO
O T T O C
C A F N
Any additional text can vary in size but must be reasonable to fit the design, it also needs to fit with the colour theme. The font of the text is ‘Kefa,’ either regular or bold. The font cannot vary, but ‘Helvetica is appropriate for the main body.
MENU SPECIFICATIONS - TEXT: DRINKS MENU ABCDEFGHI JKLMNOPQ RSTUVWXYZ
For the drinks menu, the headings are the font ‘Kefa - regular’ and are 30pt in size. The colour used is a light beige, with a dark navy rectangle surrounding. Subheadings are the font ‘Kefa - Bold,’ and are 18pt in size. The text is blue in colour, the same as the one used in the logo. The rest of the text is the font ‘Kefa regular’ and is 14pt in size. The text is black in colour. The size of the text can vary depending on the size of the menu. These guides are typical of a square menu, size 210mm x 210mm.The headings must be consitent of size throughout. The main body of text must be slightly smaller in size, but also consitent throughout.
All text is in capital letters.Text should not be smaller than 9pt as it will become hard to read. The main body of text must be black in colour where possible as it is easier to read. The colour may be changed when necessary. The headings can vary in colour, but the colour must be taken from the logo and consistent throughout the menu. Any additional text can vary in size but must be reasonable to fit the design, it also needs to fit with the colour theme. The font of the text is ‘Kefa,’ either regular or bold. The font cannot vary, but ‘Helvetica is appropriate for the main body.
MENU: INCORRECT USAGE
Do not go past the margins
Do not vary font sizes
Do not change the font
C A F N
Y R TO
Do not use any colours other than the ones in the theme.
O T T O C
Do not change the fold
Do not change the shape
BUSINESS CARD SPECIFICATIONS 1 55mm
85.5mm
2
3
e Fre nk i Dr
5 6
7
e Fre al Me
85mm 55.5mm
SLEEVE
BACK
The sleeve of the business card needs to be slightly bigger than the separate card, to ensure that it can be pulled out and put back in freely. The sleeve must have a cut out window, to make it more eyecatching and appealing. The front of the business card, that is in view of the window, must not have any design. Colours can vary however, they need to fit the themed colours. The sleeve needs to be a different colour to the business card so you can distinguish between the two. The material of the businss card and sleeve needs to be card, so it can be stamped. The size of the business card must not be changed, but removing the sleeve as part of the design is acceptable. The size of the font on the front of the business card is 21pt and is ‘Kefa Regular.’ The size of the font can change, but the font must stay the same. If the sleeve is removed as part of the design, then the business card must contain the logo on the front. There must be atleast a 2mm margin around the edge of the card, that contains no design. On the back of the business card, it must always contain a loyalty option. The terms of the loyalty can change, but must always be specified on the website, with terms and conditions.
BUSINESS CARD: INCORRECT USAGE
Do not change the shape
Do not go past the margins
Do not change the font
C A F N
Y R TO
Do not change the orientation
The sleeve and card must not be the same colour
The sleeve must be slightly bigger than the card
O T T O C
Do not use any colours other than the ones in the theme.
COASTER SPECIFICATIONS
90mm
The coaster must be circular in shape and not be altered with. The size must be 90mm x 90mm and not be changed. The main coaster must contain the logo and have atleast a 3mm margin, that contains no design. The rest of the coasters contain a quarter square of the logo design. The design must only contain the colour black, as this is easier when printing. The material used for the coaster is cork, and the thickness must not be below 3mm, otherwise moisture will absorb and seep onto the surface. There should be no other pieces of text or design used. 90mm
COASTER INCORRECT USAGE
Do not change the size
Do not change the shape
Do not change the colour
The thickness should not be lower thn 3mm
C A F N
Y R TO
Do not go past the margins
O T T O C
Do not change the design
Do not change the material
COLOUR SPECIFICATIONS These 6 colours are the only ones to be used across the brands material. They consist of three shades of blue and three shades of beige. It must be consitent throughtout all the designs to ensure a brand identity. The colours can be used in anyway, but must be the only colours used. The only exception to this is the use of black and white, which can be used for text, and black for the coasters.
MARKETING SPECIFICATIONS Research shows that social media encourages a customer as to whether they are going to dine at the restaurant or make a retail decision. This is by other diners comments and images that are uploaded. It is therefore important to have a good social image in order to encourage customers to dine with you. The most favourable social networking sites are Facebook, Twitter and Instagram. These sites must all be kept up to date, to get the right information across and show any up coming promotions or events. It is also important to have a website as this provides more information than social networking sites. They are filled with more content, rather than alerts. The website must also be mobile friendly as it enables them to make quicker decisions on the move, depending on opening times and the menu.
C A F N
Y R TO
Public handouts and posters are also imoprtant as passers by are able to notice. They show upcoming promotions, events and offers.
O T T O C
C A F N
Y R TO
O T T O C
GASTROPUB