BRAND GUIDELINE
TABLE OF CONTENT Introduction ........................................................................... 3 Tone of Voice ........................................................................ 8 Logo Structure .................................................................... 12 Typography ........................................................................... 21 Color .......................................................................................... 25 Signage ................................................................................... 29 Building Layout................................................................... 37
Introduction
COMPANY DESCRIPTION Definition of Breaking Point: The Moment of Greatest Stain at Which Someone or Something Gives Way.
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Here at Breaking Point, we are offering a new form of active entertainment for Cedar City with our axe-throwing ranges and rage rooms. These two experiences can helps relieve stress, be exhilarating, and build teamwork in a safe environment. In our faculties, we have 10 axe-throwing lines and 5 rage rooms. We offer competitive league axe-throwing tournaments in the fall, winter, spring, and summer to see who is the best axe-thrower in Southern Utah. This new, unique two-part experience will get you hooked on throwing axes and breaking glasses with the help of our trained professionals teaching new and safety skills.
BREAKING POINT Visual Brand Guidelines – Introduction Salinas Selection Salinas Cardenas
VALUE STATEMENT At Breaking Point we believe in four things: Helping people relieve stress in a safe environment. Everyone get stress out every once in awhile, why not do it in a fun way that is cheaper than therapy. We want you to have fun while trying a new activity in a competitive way. Help groups build team bonding in an exciting way. Lastly, we are driven to help teach the community about the thrills of axe-throwing and breaking glasses.
Core Values 1. Relieving stress in a safe environment 2. Having fun in a new activity in a competitive way 3. Build team bonding 4. Teaching the community
BREAKING POINT Visual Brand Guidelines – Introduction Salinas Selection Salinas Cardenas
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AUDIENCE PERSONAS Background: • Full time SUU student Jr. year • Works part time on campus in the library • Majoring in Biology with a Math Minor
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Ellen Johnson College Student
• Female • 20 years old • Makes less the $1,000 a month • Originally from Nevada • Oldest of 3 kids
Identifiers: • Always studying • Gets overwhelmed around midterms and finals with all tests and projects due • Likes to try new things once a week to relax
Marketing to college students - Offering student discounts and group deals. Late night rage room deals around finials week for students to relieve stress. College students are the most likely to try this because this is a new activity that is thrilling and adrenaline pack that also relieves stress in a fun way.
Background: • Stay at home mother of a 3 month old and a 2 year old • Helps out at her local neighbor church throughout the week • Got a Bachelor degree in education
Heather McCollen Stay-At-Home Mom
Demographic:
Demographic: • Female • 30 years old • Gross income is $45,000 • Originally from Provo, Utah • Married for 3 years
Identifiers: • Highly organized but always running around with her kids • Tries to live a very healthy and active lifestyle • Still getting use to the stress of having two young children
Marketing to young parents is a little bit trickier because yes they get stressed out with their kids some days, but it's hard for them to find time for themselves. Ways to advertise to this is offering a “Mother’s Night Out” once a month with a discount price for them if they come in during that time. Also date night package specials for couples to get away form their kids for a couple of hours.
BREAKING POINT Visual Brand Guidelines – Introduction Salinas Cardenas
Background:
Joshua Wilson Small Business Owner
• Owns and operates a small bakery in town • Has his Bachelor in Business Management at SUU • Has over 10 employees he manage daily
• Male • 45 years old • Yearly household income $42,000 • Born and rise in Cedar City • Married for 18 years • Have 4 kids. Ages 17yrs, 13yrs, 9yrs, and 3yrs
Identifiers: • Works over 40 hrs a week • Coaches his 13yrs old soccer team on the weekends • Spends any free time with his family • Takes his wife out on a date night once a month
Marketing to small business owner. Although, they are busy working and running their business, this is a great way to create team bonding with employees. Offering group deals and discounts to local business owners. This can create a positive image in the community and good word of mouth.
Background: • Recently retired after working for 40 years • Worked in construction most of his life • Went to a trade school for construction management
Neil Johnson Retirement
Demographic:
Demographic: • Male • 65 years old • Yearly household income is less than $30,000 • Originally from California • Married for 30 years
Identifiers: • Still lives a very active lifestyle • Spends time with his three adult children and his 4 grandkids when they visit • Enjoys finding new ways to connect with his kids and grandkids
Marketing to retirement age people. There is a lot of older people that live in Cedar City. They may not be willing to try this out but, they do have kids and grandkids that visit them. Offering family deals would be a great way to encourage them to take them to try something new and bond with them in a new way that the whole family can get into.
BREAKING POINT Visual Brand Guidelines – Introduction Salinas Cardenas
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Tone Of Voice
VOICE OVERVIEW Our tone of voice provides a set of core elements to define quality writing across all touch points, as well as supporting elements to convey the best of our brand personality to the world. We want our values to be reflect in our tone of voice. The main core tones should appear in someway when talking about our brand.
Core Tone of Voice • Excitement Passion, Zest
• Competitive Dynamic, Energetic, Driven, Lively, Venturous
• Bonding Synergy, Community
• Relieve Uncaged, Unchain
• Safety Secure, Unharmed BREAKING POINT Visual Brand Guidelines – Tone of Voice Salinas Cardenas
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HOW TO USE THE CORE TONES For Social Media & Promotional Materials:
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EXCITEMENT
Zest Driven
Energetic Dynamic
COMPETITIVE Venturous
Uncaged
Unchain
Dramatic
The three tones that should be use for social media and promotional materials are: Competitive, Excitement, and Relieve. It should have a feeling of an energetic, uncaged, unchained moment. It should be dynamic and dramatic with a zest to it. It should feel venturous and driven but lively as well. It should get people hyped up about coming to our business and feeling anxious to come back for more.
Lively
RELIEVE
BREAKING POINT Visual Brand Guidelines – Tone of Voice Salinas Cardenas
For Professional Materials:
SAFETY
Passionate
Unharmed
Driven
BONDING
Synergy
The three tone that should be use for professional materials are: Bonding, Safety, and Excitement. It should passionate but secure as well. It should have a synergy and a drive for the community. It should feel safe and unharmed like a reassuring measure of tone. This tone is going to be use for informational materials like for letter to stakeholders to talking to city counsel members about us.
Community
Reassuring Secure
EXCITEMENT
BREAKING POINT Visual Brand Guidelines – Tone of Voice Salinas Cardenas
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Logo Structure
ANATOMY
This 1/2 inch space is measured all around the logo
This abstruct “B” shape is a large outline of the “B” in Breaking Point Breaking shards of the “B” as the axe’s cuts through it. Showing what this business is about
The knocked out space of the “B” is an axe slicing through it
The negative space between the axe opening is a backwards “P”
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The font is Barlow Condensed Semibold in all caps that fits in the space of the bottom counter of the “B”
This is the base line to line up the text and to start measure 1/2 inch space around the logo and the space where the text lives
BREAKING POINT Visual Brand Guidelines – Logo Salinas Selection Salinas Cardenas
CLEAR-SPACE
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To maintain space around the logo in any medium, it has to have a minimum margin of 1/2 inch around all sides, through it is mist ideal to use a 1 inch margin instead if possible. It is best to use the break pieces and the "B" from the logo to measure the rest of the space between the logo. The breaking pieces of the logo space should be equal all the way around to keep that 1/2 inch clear-space all the way around.
BREAKING POINT Visual Brand Guidelines – Logo Salinas Selection Salinas Cardenas
SCALE It is best to go with the original size of the logo whenever it is possible. When the logo does have to be scale down to size. Make sure to stay proportional to size. When it get down to smaller sizes, use the simpler version of the logo. The smaller logo is use for small spaces that it have to fit in. The smaller, simpler logo shouldn't be used as a replacement for the larger logo and vice versa under any condition.
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BREAKING POINT Visual Brand Guidelines – Logo Salinas Selection Salinas Cardenas
LOGO USAGE
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Ideally the logo against this off-white grey is the best. The logo can be other colors again the off- white grey
The can be black and white or white on black when it is needed for print or digital when applicable
The logo can be on a 20 degree angles and breaking out on a pattern or color background. Only for design element on print or digital not for professional use
The logo can broken up with the word mark to the right of it with an 1/2 inch space between logo and word mark. Only for print use when space is limited
The logo can be without the word mark when needed and looks best to use by itself
When the logo have to be in a smaller space. Only use the simplified small logo in these situations for readable
BREAKING POINT Visual Brand Guidelines – Logo Salinas Selection Salinas Cardenas
LOGOS AVOIDANCE
NEVER put the logo on a crazy pattern or unapproved colors for any situation, EVER
The word mark can't be by itself to market, print, advertising, etc. It doesn't show the meaning of the company like the logo does by itself
Don't squash or stretch the logo to fit any space
Don't use the small logo for anything in large scale when the original logo can be use instead
Don't use the logo and the word mark together when it breaking out of it space and NEVER for professional use only as a design element
NEVER reverse the log for any reason or use. It just looks off and unbalanced
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BREAKING POINT Visual Brand Guidelines – Logo Salinas Selection Salinas Cardenas
SOCIAL MEDIA GUIDELINES Social Media Post
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We should be represent the tone of excitement and competition as well. It should be anything related to the company, axe-throwing, or relieving stress with us. The images should be high quality action shots or of our business and apparel.
Profile Images & Covers
We want to use our logo for the profile image. It can be the logo with word mark or just the logo and can be angeled if it can't fit in that space. The cover should be either our pattern that we use or action shots of that moment before something breaks or hits.
BREAKING POINT Visual Brand Guidelines – Logo Salinas Cardenas
PRINT GUIDELINES Professional Usage
For business cards, the primary colors should only be use. A black or the off-white grey background with one of the three primary colors used for the logo and the info has to be black or off-white grey. The front of the card can have the fun pattern that we use and the logo either by itself, at a angel or with the word mark. For the letterhead, Red or Black can be use for the logo with the info in this lockup, to help balance the information.
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Advertisement Usage
The logo should have a 1/2 inch space around it and should be smaller then the important info. It should have this tone of excitement and competition with action shot photos to build the hype up about us. BREAKING POINT Visual Brand Guidelines – Logo Salinas Cardenas
APPAREL GUIDELINE Apparel Usage
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Putting the logo on clothing can use any of the colors from the primary or secondary color schemes. The shirt color should also be closely matched to our company colors. The logo can be by itself or with the word mark. If it does have the word mark, the word mark should be small with it on either the pocket, right chest, back and collar but it can be on hats and tags as well.
BREAKING POINT Visual Brand Guidelines – Logo Salinas Cardenas
Typography
FONT FAMILY Barlow Condensed
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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !?.,':;"()%&@#\|
Barlow is a slightly rounded, low-contrast, grotesk type super family. Barlow Condensed is the only font family to be use for the company. It has a large font family with different weights to chose form. Barlow Condensed Semi Bold, as used here in the font specimen, is the main "go to" font for the logo word mark and the logo "B" shape as well. When in doubt use Barlow Condensed Semi Bold font as a starting point for anything relating to "Breaking Point."
BREAKING POINT Visual Brand Guidelines – Typography Salinas Cardenas
FONT WEIGHTS TO USE Barlow Condensed Display Fonts
Barlow Condensed Text Fonts
Semi Bold
Light
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890!?.,':;"()%&@#\|
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890!?.,':;"()%&@#\|
Bold
Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890!?.,':;"()%&@#\|
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AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890!?.,':;"()%&@#\|
Medium AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890!?.,':;"()%&@#\|
BREAKING POINT Visual Brand Guidelines – Typography Salinas Cardenas
HIERARCHY / PAIRING Option 1
HEADER Semibold 60pt.
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Subheading Medium 30pt. Body Text Regular 20pt.
Option 2
HEADER
Bold 70pt.
Subheading Semibold 35pt.
Body Text Light 25pt.
Option 1 paring is best used for publications and professional layout uses. Option 2 paring is best for advertisement print media, or digital media uses. These recommendations can be mix and match within the options. For example, Option 1 can use the semibold header with just the regular text font by itself or semi-bold header with the medium subheading, but it is depending on how they are being used and not all three elements are required to be present.
BREAKING POINT Visual Brand Guidelines – Typography Salinas Cardenas
Color
PRIMARY COLOR PALETTE These three colors are the main colors, to use whenever possible. These colors are interchangeable and can be combine with each other since they still show the symbolic meaning of Breaking Point. Off-white grey should be use instead of white whenever possible. There is no white logo, only white background for print and sometimes web when called for.
26 Target Ring Black CMYK- 0, 0, 0, 100 RGB- 35, 31, 32 Hex- #231F20 PMS- Pantone Black U
Broken Glass Off-White Grey CMYK- 8, 7, 8, 0 RGB- 232, 229, 226 Hex- #E8E5E2 PMS- Pantone P 169-1 U
Deep Rage Red CMYK- 0, 99, 91, 60 RGB- 121, 0, 2 Hex- #790002 PMS- Pantone P 50-16 U
BREAKING POINT Visual Brand Guidelines – Color Salinas Cardenas
SECONDARY COLOR PALETTE These are fun secondary colors that can be used for social media, apparel, and promotional print, but never for professional uses. The grey is the only exception that can be use for professional purposes since it is a natural grey tone color. The grey can work for grey scale uses in print when needed for a subtle color contrast on the pages.
Iron Axe Grey CMYK- 0, 0, 0, 60 RGB- 128, 130, 133 Hex- #808285 PMS- Pantone P 179-9 U
Dark Envy Green-Blue CMYK- 69, 44, 46, 44 RGB- 60, 82, 85 Hex- #3C5255 PMS- Pantone P 175-14 U
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Deep Bruises Purple CMYK- 44, 71, 48, 60 RGB- 79, 45, 55 Hex- #4F2D37 PMS- Pantone P 67-16 U
BREAKING POINT Visual Brand Guidelines – Color Salinas Cardenas
WHERE TO USE COLORS Preferred Color Combo
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Approved Color Combo Alternatives Ideally, using the red or black logo on the off-white grey background should be used whenever possible, but if that is not an options, here are some approved alternative color combinations that can work for social media, print, clothing, signage, etc. Do not stray from these colors and combinations. Primary colors and combos should be use first when possible but secondary color are ok if that is the only options or looks best.
BREAKING POINT Visual Brand Guidelines – Color Salinas Cardenas
Signage
ARCHITECTURAL SIGNAGE Building Signage
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For the outside signage of our building, it should just be the black logo with the word mark. Depending on the space available, the word mark can be under it or on the right side of it if approved. The logo can also be accompanied with the describe of what type of business it is and will be aligned with the bottom of the logo, but only for the signage outside of the building.
BREAKING POINT Visual Brand Guidelines – Signage Salinas Selection Salinas Cardenas
WALL ART Wall Usage
For wall graphics, we will use graffiti on the inside of our not important walls and in all of our rage rooms. The graffiti will have descriptions, puns, and similes for words of rage and axe-throwing. The pattern of two axes will be use as a design element as well. It will be dramatic and have energy to capture the feeling of doing these actives.
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BREAKING POINT Visual Brand Guidelines – Selection Salinas Cardenas
DISPLAY SIGNAGE
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BREAKING POINT Visual Brand Guidelines – Signage Salinas Cardenas
Outdoor Signage Usage
Our signage around the community would be advertisements about the company. The tone should be exciting and competitive. It should build up the hype about our company as well as getting people to go through social media and our website to learn about us. All of the image have to be high quality action shot of that moment of impact. It should be simple, with just enough information to understand what it is about when someone passes by.
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BREAKING POINT Visual Brand Guidelines – Selection Salinas Cardenas
FRONT DESK AREA AXE-THROWING Axe-Throwing Prices
Rage Room Prices
$15 Per person for 1 hour $10 For groups of 4 or more for 1 hour
Rage For One
League Price $120 Per person for 8 weeks With free practice nights during the week League nights are Thursdays
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RAGE ROOMS
$33 For 20 minutes Includes 15 items of glass bottles, ceramic, glassware, etc.
Double Trouble
$65 For two people for 30 minutes Includes 34 items of glass bottles, ceramic, glassware, etc.
AXE-THROWING LEAGUES ARE YOU THE BEST AXE THROWER IN SOUTHERN UTAH? Sign up by December 30th to be a part of the winter Axe-throwing league* League starts Thursday, January 9th Until February 27th
Office Space Rage
* Please fill out wavier before coming to save time
$110 For two people for 45 minutes Includes 14 smaller items and special items (table, misc. office furniture and a computer)
* Sign up and fill out the wavier in person or Online to be a part of our Axe-throwing league
Office Signage Usage
The signage around the office should be simple. The front area is where people first come in. We'll have our logo with the word mark at the desk as well as our logo somewhere else in this area. Behind the front desk, there will be a board with prices for both the axe-throwing and the rage rooms as well as axe-throwing league information. Behind the front desk area will be on one side axe-throwing and the other the rage rooms. The front desk has places to sit and relax while they are waiting.
BREAKING POINT Visual Brand Guidelines – Signage Salinas Cardenas
OFFICE SIGNAGE Price Board AXE-THROWING
RAGE ROOMS
Axe-Throwing Prices
Rage Room Prices
$15 Per person for 1 hour $10 For groups of 4 or more for 1 hour
Rage For One
League Price $120 Per person for 8 weeks With free practice nights during the week League nights are Thursdays
$33 For 20 minutes Includes 15 items of glass bottles, ceramic, glassware, etc.
Double Trouble
$65 For two people for 30 minutes Includes 34 items of glass bottles, ceramic, glassware, etc.
AXE-THROWING LEAGUES ARE YOU THE BEST AXE THROWER IN SOUTHERN UTAH? Sign up by December 30th to be a part of the winter Axe-throwing league* League starts Thursday, January 9th Until February 27th
Office Space Rage
* Please fill out wavier before coming to save time
$110 For two people for 45 minutes Includes 14 smaller items and special items (table, misc. office furniture and a computer)
This is a close up of the front desk price board. The price board has all of the information about prices for both axe-throwing and rage rooms. It also has information about up-coming axe-throwing leagues. When the leagues start the board will keep track of who is in the lead of every week while it is going on.
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* Sign up and fill out the wavier in person or Online to be a part of our Axe-throwing league
BREAKING POINT Visual Brand Guidelines – Selection Salinas Cardenas
Building Layout Title
FRONT OF BUILDING
38 684 S. Main Street, Cedar City, UT.
The location of my building is in a high traffic area on South Main Street. It is near Smith's Food and Drug, Cal-Ranch and a variety of restaurants. It is a 9,156 sq. ft building with 53 parking spaces in a well lit parking lot with easy access from Main Street and 600 South.
BREAKING POINT Visual Brand Guidelines – Building Layout Salinas Cardenas
LAYOUT PLANS W
M
Storage
Employee Room
Back Room Area Rage Rooms 4 Line 5
Line 6 Rage Rooms 3
Line 4
Line 8
Line 2
Line 9
Line 1
Line 10
Wall
Axe Lines
Axe Lines
Line 3
Line 7 Rage Rooms 2 Rage Rooms 5
Rage Rooms 1
Axe-Throwing Side
Inside Floor Plans
Here is what the inside layout would look like. In the front, we'll have the front desk with places to sit while waiting. On the left side is the axe-throwing area, with 10 lines for throwing as well as table and chairs to use while waiting your turn. On the right side is the rage rooms area with 5 individual rooms to use to release your rage. Finally, in the back area there is access to the restrooms as well storage and employee break room.
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Rage Rooms Side Wall
Front Desk Area
BREAKING POINT Visual Brand Guidelines – Building Layout Salinas Cardenas
AXE-THROWING AREA
40 An inside look on how the axe-throwing area will work. There will be 10 axe-throwing lines available to use with safety fences around each target and a mat under it so the axe doesn't ricochet back. There will be graffiti on the far back wall with different axe-throwing terms and puns. There are tables and chairs (not shown in example) in the area for use when not axe-throwing.
BREAKING POINT Visual Brand Guidelines – Building Layout Salinas Cardenas
Close Up on Target 8 Points
6 Points 4 Points 3 Points
#BREAKINGPOINTCEDAR
2 Points 1 Point
#BREAKINGPOINTCEDAR
Our targets are 36 inches from the ground and 4 ft wide with a 12 ft throwing range from the target. Each area on the target have a different point system with the biggest ring area having the lowest point and the bullseye having the second most points. The "Blue Balls" is a special target. You can only get those points if you called the shot before throwing the axe and hit one of the blue circles.
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On our targets, there will be our logo with our social media handle on the bottom. It will make great free advertising when someone post about us.
BREAKING POINT Visual Brand Guidelines – Building Layout Salinas Cardenas
RAGE ROOM AREA
42 An inside look on how one of the Rage Rooms would look like. This particular rage room is the office space themed one. It will come with 14 small items to break as well as specialty items such as a table, misc. office furniture and a computer all to be destroyed. Each room will have rules painting on a wall with graffiti on the other walls. There also will be tools provided for the purpose of the breaking things.
BREAKING POINT Visual Brand Guidelines – Building Layout Salinas Cardenas
Close Up of Rage Room Rules
@BREAKINGPOINTCEDAR
For the rage rooms, the rules will be painted on the walls, as well as our logo with the social media handle. There will be graffiti art along the back walls of the room, using different terms and saying for rage and breaking point. These rules are clear and simple to follow. There are cameras inside of the rooms to monitor them for their safety and if there is any safety violations, as well as any unwanted property damage.
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BREAKING POINT Visual Brand Guidelines – Building Layout Salinas Cardenas
Designed by Salinas Cardenas in fall semester 2019 for branding class at SUU