Uncle Joe's Brand Book

Page 1



Welcome to my Eatin’ Competition! There are tons of great events for you to watch and lots of food to fill your belly. Our beer garden and food cart lane are open all day. Don’t miss out on our live musical preformances, giveaways, and kids craft zone throughout the competition schedule. Thanks for stopping by, Your Uncle Joe


Uncle Joe’s Logo Overview


In instances where there is a dark background use this logo


Uncle Joe’s Color Overview

Napkin White CMYK: 0/0/0/0 RGB: 0/0/0

Utensil Blue CMYK: 100/80/21/6 RGB: 20/74/132

Ketchup Red CMYK: 23/100/99/17 RGB: 167/31/36

Mustard Yellow CMYK: 7/25/100/0 RGB: 237/189/29



Uncle Joe’s Typography Overview

HWT Gothic Round Plain ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Bulletto Killa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz eacologica round slab

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz



Uncle Joe’s Event Aesthetic Overview

Uncle Joe’s Eatin’ Competition is all about bright, over-thetop family fun. In our eating competitions and in our brand aesthetic, quantity is the key to success!


The main stage (pictured left) is central to the event, and is where most consumers and media will be gathered. The stage, the employees, and the competitors will have Uncle Joe’s branding visable. The main entrance gate (pictured right) will be a long, tongue shaped red carpet with a large archway resembling a mouth, to envoke the humorous nature of the event.


Uncle Joe’s Employee Branding Overview

“Is there donut

“Sup, dog?” “Doug “Lettuce know Employees should incorporate food related puns into conversations with customers whenever possible. For example:

if you need any help!”

“You’re one in a melon”


“That’s something you cheesy” know?”

“Hey, you’re h-pe” on a roll!” “Ketchup with you later”

Employees are encouraged to come up with their own family-friendly food puns.


Uncle Joe’s Employee Branding Overview




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