thirsty bear Brewery & Spanish Cuisine
BR A ND GUIDELINE S
2012
thirsty bear Brewery & Spanish Cuisine
Br and St y le Guide
/ CONTENTS
THE BEGINNINGS 01 The Legend of A Thristy Bear
SIGNATURES
03
BRAND ELEMENTS
19
APPLICATIONS
Signature Architecture
Secondary Graphics
Stationery
Clear Space
Supporting Color Palette
Mobile Applications
Signature Variations
Typography
Web Applications
Signature Scaling
Photography
Environment
Signature Colors
Secondary Graphics
Uniforms
Acceptable Signature Uses
Dining
Unacceptable Backgrounds
Ephemera
29
// THE BEGINNINGS
Br and St y le Guide
/ THE LEGEND OF A THIRSTY BEAR
01 The original concept for Thirsty Bear Brewing Company is simple: to pair the ultimate social beverage, beer, with the ultimate social food, tapas. We offer a space that combines artisan, hand-crafted beers with artisan Spanish cuisine – a cuisine that could never be confused with pub grub or typical brewpub food. We are committed to using sustainable and local food, and do so every chance we get. Our beer has been organically crafted since inception because it is important to our brand to promote responsible brewing.
// SIGNATURES
Br and St y le Guide
thirsty bear Brewery & Spanish Cuisine
P RIM A RY LO G O
LO G O T Y P E
S Y MBOL
/ SIGNATURE ARCHITECTURE
05 A signature is an entitiy composed of a symbol and logotype arranged in a specific configuration.The Thirsty Bear signature is the product of proportional and specifically aligned elements. The size and position of each element is determined by “x,” which is defined by the height of the capital letters in the Thirsty Bear wordmark. The gold bar is the same weight as the stem of the letter “T” in Thirsty Bear, and is always centered between the baseline of “Thirsty Bear” and the cap height of “Brewery & Spanish cuisine”. _Two signatures are provided for use with appropriate applications. Consider the available clear space and object format when choosing the signature. The primary signature is preferred and to be used whenever possible. The symbol may be detached from the logotype but must abide by the clearspace guidelines below. Do not recreate or alter any of the elements in the signature artwork in any way.
X=
thirsty bear Brewery & Spanish Cuisine
2 3
X X X
X
thirsty bear Brewery & Spanish Cuisine
X X
HORIZON TA L SIGN AT URE
2X
V ER T IC A L SIGN AT URE
7X
Br and St y le Guide
// CLEAR SPACE
2X
2X
2X
CL E A R SPACE FOR T HE SIGN AT URE
thirsty bear Brewery & Spanish Cuisine
2X
X 2X
thirsty bear Brewery & Spanish Cuisine
2X
2X
07 Clear space is the area around the signature that must be free of all other logos, symbols, text or other graphic elements. _Clear space is defined by the distance of “x,” as a unit of measurement surrounding each side of the signature. The distance of “x,” equals the cap height of the logotype. _ A minimum clear space requirement has been established to ensure the prominence and clarity of the Thirsty Bear signature. It is essential that the signature clear space remain free of all graphics, identities, photography and typography for maximum brand recognition. _The symbol may be separated from the logomark if a need arises. The same primary logo clearspace rules apply to the symbol when it is separated from the logomark.
2X 2X
2X
2X bear thirsty Brewery & Spanish Cuisine
2X
2X
thirsty bear Brewery & Spanish Cuisine
2X
2X
CL E A R SPACE FOR SIGN AT URE EL EMEN T S W HEN USED INDEP ENDEN T LY
X=
Br and St y le Guide
// SIGNATURE VARIATIONS
thirsty bear P RIM A RY LO G O
Brewery & Spanish Cuisine
thirsty bear Brewery & Spanish Cuisine
thirsty bear Brewery & Spanish Cuisine
09 When reproducing the signature under some circumstances, spatial challenges may arise. To provide the greatest degree of flexibility, a suite of signatures have been created to satisfy a variety of reproduction methods. The black and white reverse versions of the signature are to be used only in the event that full-color is not an option. Whenever possible, use the primary, full-color signature.
thirsty bear SEC ONDA RY LO G O
Brewery & Spanish Cuisine
thirsty bear Brewery & Spanish Cuisine
thirsty bear Brewery & Spanish Cuisine
Br and St y le Guide
// SIGNATURE SCALING
11 Minimum size refers to the smallest size at which the Thirsty Bear signature may be reproduced and still maintain clarity and legibility. _To ensure its legibility, the minimum reproduction size of the Thirsty Bear signature is 1” in height and 3/8” for the horizontal signature. When reduced or enlarged, the wordmark must always scale proportionally with the symbol. There is no maximum scaling size, however the signature must relate in proportion to the application it is used with.
1˝
thirsty bear Brewery & Spanish Cuisine
1˝
3 / 8˝
thirsty bear Brewery & Spanish Cuisine
1 5 / 8˝
Br and St y le Guide
// SIGNATURE COLORS
GR A DIEN T M A RK ER S
13 _Whenever possible use the full-color dimensional version of the signature. It is provided in 4-color process (CMYK for print applications) and RGB for electronic use. Pantone equivalents are also provided. The 1-color positive and white reverse versions of the signature are to be used only in the event that full-color is not an option.
C
M
Y
K
0 15
80 100
95 90
5 0
0 21
90 100
9
100
95
0
0
0
0
21
100
0
255
201
07
0
80
95
0
241
90
41
R
G
0 10
241 190
90 30
41 45
0 0
249 255
237 201
50 07
35
155
16
24
0
0
100
PANTONE C
M
Y
K
B
0
HEX
C RM
YG K
0PA N T ONE 8 017 9 C 9 5 1PA5N T ONE 1 018 07 C 90
0 10
0F15D2 228401 1C 412 5 3 0119000
9 59 0 0 9 03 0 1 0
5PA N T ONE 0 6 0 4 C9 0 0PA N T ONE 2 1 74 0 6 1C 0 0
0 0
5F DE A 32204 9 0F FCF 012 51 5
9 02 3 7 0 1 0 20 0 1 0
35
98 B 0 E01410505
9516 35
9PA N T ONE 1 0 018 8 C 9 5
PA N T ONE P RO CE S S
0BL ACK 0C OAT ED0
PA N T ONE 74 0 6 C
0
21
100
PA N T ONE 16 5 C
0
80
95
2 31F 2 0
100
0
0
0
0
0
00
F FCF 01
2 51 5
F 5 8 4 26
28401
0
0 100
1 0 20 0 1 0
9 59 0
0
Br and St y le Guide
// INCORRECT SIGNATURE USES
Do not double up redundant graphics that take away from the logo’s uniqueness.
Do not place the logo over photographs that compromise legibility.
Do not place the logo over patterns that compromise legibility.
15 An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown here are examples of incorrect or unacceptable uses of the Thirsty Bear signature.
Do not distort the signature.
Do not scale signature elements independently.
Do not rearrange signature elements.
Do not recolor artwork.
Do not substitute typography.
Do not rotate the bear or change its color.
Br and St y le Guide
// ACCEPTABLE BACKGROUNDS
thirsty bear Brewery & Spanish Cuisine
thirsty bear Brewery & Spanish Cuisine
thirsty bear Brewery & Spanish Cuisine
thirsty bear Brewery & Spanish Cuisine
17 By controlling the background on which the Thirsty Bear signature is placed, we ensure signature legibility and brand integrity. _The preferred background is white or a solid color with a high contrast, yet still allows for the greatest clarity and legibility. _The background should allow for clear identification of all signature elements: symbol, logotype, color and clear space. _When necessary, a drop shadow may be applied to the signature or a semi-transparent dark field may be used behind the logo to allow it to be distinguished more from its background graphic.
thirsty bear Brewery & Spanish Cuisine
thirsty bear Brewery & Spanish Cuisine
thirsty bear Brewery & Spanish Cuisine
// BRAND ELEMENTS
Br and St y le Guide
// SECONDARY GRAPHICS
F INE RUL E S C A N BE USED T O E S TA BL I SH HIER A RCH Y OR BRE A K S
A G OL D B A R C A N BE USED T O A DD C OLOR A ND SEPA R AT ION
A RED GR A DIEN T S TA RBUR S T TA K EN F ROM T HE LO G O C A N BE USED A S A SUP P OR T ING GR A P HIC IN A DE SIGN W HERE T HE LO G O I S NO T V I SIBL E F ROM A PA R T ICUL A R A NGL E OR SIDE .
RED GR A DIEN T P UL L ED F ROM P RIM A RY LO G O PA L E T T E .
G OL D GR A DIEN T P UL L ED F ROM P RIM A RY LO G O PA L E T T E .
21 Color provides a visual link to our brand across a wide range of applications. Bear Red and Thirsty Gold serve as the primary identifying colors that tie to our brand; they reflect the color of spain, warmth, and the tones found in our beer. _Secondary graphics and color palette have been supplied in the event that additional color is being considered for marketing material and collateral. When using gradients, ensure that a radial gradient is always used. _When both the primary logo and secondary graphics are used within the same space, take care to ensure that the graphics support and do not overpower the logo.
BE A R RED
T HIR S T Y G OL D
C M Y K
C M Y K
9 10 0 95 3 5
0 21 10 0 0
Br and St y le Guide
// SUPPORTING COLOR PALETTES
HEX
PANTONE
RGB
CMYK
9 C 2 7 2 A
PANTONE 506C
155
37
41
36 100 100 12
9 A 5 F 2 6
PANTONE 464C
155
93
6
0 50 100 44
D B 6 6 2 6
PANTONE 159C
220 102 30
0 70 100 10
E 5 A B 2 3
PANTONE 131C
230 170 21
1 30 100 8
E A C 8 1 C
PANTONE 611C
235
200
4
1 12 100 8
F E D 9 0 0
PANTONE 109C
255
217
0
1 12 100 0
23 _Supporting colors should be used sparingly and always in consideration with the primary logo and other colors/graphics that share the space. Neutral colors function well at filling negative space while still allowing the brand to stand out.
CMYK
RGB
PANTONE
HEX
0
0
4
65
119 120 118
PANTONE COOL GREY 11C
7 7 8 7 6
0
0
4
25
199 200 194
PANTONE 421C
C 7 C 8 C 2
0
0
8
236 235 227
PANTONE WARM GREY 1C
E B E B E 2
59 100 100 34
96
31
PANTONE 504C
6 1 1 D 2 0
0 50 100 71
104
59
0
PANTONE 477C
6 7 3 E 1 7
50 87 100 11
135
64
46
PANTONE 4705C
8 8 4 1 2 F
4
28
Br and St y le Guide
// TYPOGRPAHY SERLIO
TRADE GOTHIC CONDENSED NO. 18
LO G O T Y P E
abcdefghijklmnopqrstuv wxyz ABCDEFGHIJKLMNOPQRSTUV W XYZ 012 3 456789
abcdefghijklmnopqr s tuv w x y z ABCDEFGHIJKLMNOPQRSTUV W X YZ 012 3 4 5 678 9
DIN REGULAR
abcdefghijklmnopqrstuv wxyz ABCDEFGHIJKLMNOPQRSTUV W X YZ 012 3 4 5 67 8 9
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123 4 56789 MRS. EAVES
abcdefghijk lmnopqrstuv w x yz A BCDEFGHIJK L MNOPQRST U V W X Y Z 0123456789
TIMES NEW ROMAN
abcdefghijklm nopqrst uv wxyz ABCDEFGHIJ K LM NOPQRSTU VWXYZ 012 3 456789
BR A ND C OMMUNIC AT ION S
DIN SCHRIFT / 1451 ENGSCHRIFT
25 Typography is a cornerstone of our visual identity. Thirsty Bear has chosen the Din font family as the primary typeface for headings and subheadings found in our corporate communications, as well as Mrs. Eaves for all body and running text. As a general rule, allow for more leading than normal for Mrs. Eaves copy setting due to its short x-height; 8 / 10 is a good place to start. Because Din is a heavy, condensed face, consider adding tracking to the typesetting; depending on the point size, anywhere from 0 - 75 TR should be sufficient. _Our brand signature wordmark is set in Serlio and the tag line is set in Trade Gothic Condensed No.18. No other substitutions are allowed. _Electronic communications (email) use our alternate font, Times New Roman to substitute for Mrs. Eaves in running text.
thirsty bear Brewery & Spanish Cuisine
Br and St y le Guide
// PHOTOGRAPHY
P RODUC T
Product photography may be done in a studio or in its natural environment. When done in a studio, the product should be the only compositional element, and it should be shot crisply, preferably on a white background.
27 Because our brand not only offers a product, but also an experience, it is important to convey this in our marketing material. Special care should be taken with photographic style to ensure the brand mood is accurately conveyed. _Lifestyle photography should focus on the mood and social components of the composition. Lighting should be natural. Harsh filters, contrast, angles, and extreme photoshop effects should not be used. A shallow depth of field should always be considered during a photo shoot, as it adds softness, warmth, and depth to the images. _Product photography may be done in a studio or in its natural environment. When done in a studio, the product should be the only compositional element, and it should be shot crisply, preferably on a white background. When shot in context of the environment, the product should be shot with a shallow depth of field, with sharp focus on the brand and product. All background distractions should melt into the background, while still contributing to the mood of the brand experience. _Bokeh is a desirable photographic characteristic that should be incorporated when shooting lifestyle photography, especially when planning for images to be used in conjunction with web banners.
L IF E S T Y L E
Lifestyle photography should focus on the mood and social components of the composition. Lighting should be natural. Harsh filters, contrast, angles, and extreme photoshop effects should not be used. A shallow depth of field should always be considered during a photo shoot, as it adds softness, warmth, and depth to the images.
EN V IRONMEN T
When shot in context of the environment, the product should be shot with a shallow depth of field, with sharp focus on the brand and product. All background distractions should melt into the background, while still contributing to the mood of the brand experience.
// APPLICATIONS
Br and St y le Guide
// STATIONERY / LETTERHEAD & ENVELOPE
thirsty bear Brewery & Spanish Cuisine
Ron Silberstein Head Brewer 661 Howard Street San Francisco / CA / 94105
13 March 2012
To the San Francisco Brewer’s Guild,
We are delighted you have chosen our hand-crafted organic beers to showcase in your 2012 BeerFest. We are committed to elevating the San Francisco tradition of ingenuity and progressive thinking when it comes to brewing beer. As with the previous years, we do require that the Brewer’s Guild take out supplementary insurance for the event in the very unlikely but unfortunate case of bodily injury to a customer. As you know, these events can involve consumption of large quantities of alcoholic beverages and wherever that is concerned, you are likely to see a few jackasses in the crowd come out. Please don’t mistake our forward-thinking for negativity; we love participating in these events, and it is precisely this copious amount of beer-drinking that has led to our sucesses. We look forward to hearing back from you. Please set up an appointment with our Brewmaster Brenden Dobel to tour our facilities, taste our special brews currently on tap, and discuss the final details of the contract.
Best Regards,
Ron Silberstein
661 Howard Street San Francisco / CA / 94105
T 415 / 974 0905 • F 415 / 974 0955 BREWERY@THIRSTYBEAR.COM
thirsty bear Brewery & Spanish Cuisine
661 Howard Street San Francisco / CA / 94105
WWW .THIRSTYBE AR.COM
31 / BUSINESS CARD
thirsty bear Brewery & Spanish Cuisine
Thirsty Bear
RON SILBERSTEIN Head Brewer
thirsty bear Brewery & Spanish Cuisine
Thirsty Bear
661 Howard Street San Francisco / CA / 94105
T 415 / 974 0905 • F 415 / 974 0955 BREWERY@THIRSTYBEAR.COM
RON SILBERSTEIN Head Brewer
F RON T
661 Howard Street San Francisco / CA / 94105
T 415 / 974 0905 • F 415 / 974 0955 B R EW ER Y@T HIRST Y BEAR.COM
WWW.T HIRST Y BE AR.COM
B ACK
WWW .THIRSTYBEAR.COM
Br and St y le Guide
// STATIONERY / PRESENTATION FOLDER
661 Howard Street San Francisco / CA / 94105
thirsty bear Brewery & Spanish Cuisine
661 Howard Street San Francisco / CA / 94105
33 /MAILING LABEL
Br and St y le Guide
// MOBILE APPLICATION
A P P L IC AT ION IC ON
35
LOA DING PAGE
BEER MENU
Br and St y le Guide
// WEB APPLICATIONS / COMPANY WEBSITE
FAV IC ON
37 / EMAIL SIGNATURE
Br and St y le Guide
// WEB APPLICATIONS / SOCIAL MEDIA
FACEBO OK
39
T W I T T ER
Br and St y le Guide
// WEB APPLICATIONS / ADVERTISING
V ER T IC A L W EB B A NNER
41
HORIZON TA L W EB B A NNER
Br and St y le Guide
// ENVIRONMENT / ADVERTISING
BIL L BOA RD
DEL I V ERY T RUCK
43 / SIGNAGE
RE S TAUR A N T SIGN AGE
Br and St y le Guide
// UNIFORMS / KITCHEN
CHEF ’S UNIFORM
45 / SERVICE
B A D GE REEL
SHIR T
A P RON
Br and St y le Guide
// DINING / PRIMARY EXPERIENCE
DINNER WA RE
P IN T GL A S S
MENU
47 / SUPPLEMENTARY EXPERIENCE
C OA S T ER S
T O G O B AG
Br and St y le Guide
// EPHEMERA / GIFTS
GIF T C A RD S
USB DRI V E
49
S W E AT SHIR T
thirsty bear Brewery & Spanish Cuisine
Br and St y le Guide
// COLOPHON These guidelines were designed and published by Samantha Hodgson. The body copy is set in Mrs. Eaves 8/10. The Running Head is set in Din Medium, 8/10 +TR75. The Section Heads are set in DIN Schrift 20/30. This book was printedon Epson Heavy Weight Matte using an EPSON Stylus Photo 1400 inkjet printer.