BRAND GUIDELINES - BY SPENCER SMITH
BRAND GUIDELINES By Spencer Smith
Contents
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HUMOR, HISTORY, MOVIES, AND FOOD These are America’s favorite things, and we aim to supply these with the highest of quality (or enough to not get shut down). Hard Boiled is designed to satirically reference film noir while serving up classic breakfast foods. People of all ages will come here to fill their stomaches and, if I’m as funny as I think I am, enjoy a hearty laugh. In this manual, you’ll learn how to correctly brand and design Hard Boiled products and spaces; don’t mess it up.
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Introduction
TOP ROW First comes the newspaper menus, which helped me to style my own menu as a newspaper. After that is people in film noir costumes. The staff of the restaurant will be dressed up in this fashion. MIDDLE ROW
Breakfast foods are an important part to look at because it’s all we serve. It was important to see the quality of breakfast food to strive for.
BOTTOM ROW 50s styled diners are a common thing. Hard Boiled is different, though, and will stand out with it’s color scheme (or lack of thereof)
WHAT WE DO DIFFERENTLY There are plenty of diners that use the style of the 40s and 50s, in fact, it’s a bit overplayed. At Hard Boiled, there’s another layer to keep it exciting. No other restaurants are film noir themed. This is more than enough to stand out among retro diners.
Investigation
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THE CONCEPT Hard Boiled is a film noir themed diner. We serve delicious breakfast foods that reference the dark (literally and figuratively) films of the 40s and 50s. What we lack in color palette we make up for in mood, and with one look into our restaurant you’ll be transported to another time. Although noir films rarely have happy endings, we guarantee that you’ll leave here satisfied.
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Inspiration
TOP ROW First there are film noir title screens. This inspired the look of the logo. After those comes a newspaper, which is what the menu was based off of. MIDDLE ROWS
40s detectives imagery is used throughout the restaurant. Film noir posters inspired the meal names and show up in the menu. BOTTOM ROW
Detective’s desks have recognizable items sprawled around them and these were used in the website.
Logo Process The logo went through many iterations before becoming what’s on the right page. What ultimately worked was bringing the main ideas of each iteration together and then refining that. The “o” as an egg and the film noir title style made it to the end, while the hat had to be cut due to clarity. It was just too busy. The final result clearly indicates that this place has food and something to do with old movies. Yes, its a shame that the hat didn’t work out, but it comes later in the collateral section.
How to Use It
First of all, ignore all of the logos on this page; they are not finished. The right page contains the final logo. Don’t change the proportions or colors in the logo. If you do, I’ll find you. The responsive logo below it is for when it needs to be smaller than what is shown or it needs to fit in a wide short space. This responsive one’s color can be white, black, or gray, and can be made much smaller.
Final Logo
Responsive Logo
Identity
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Hard Boiled Menu
10086 Sunset Boulevard, West Hollywood CA 90069-1910
Double Indemnity Fourteen Bucks
This meal includes two eggs, two slices of bacon, two pancakes, two waffles, and two slices of toast. You might not survive the whole meal, but it’s better than being strangled to death like Dietrichson in Double Indemnity
Crack-Up Ten Bucks
This is for those who like getting the job done themselves. It includes 3 unpeeled hardboiled eggs, home fries, and 2 strips of bacon. It’s a no-nonsense breakfast, just like the no-nonsense George Steele in Crack-Up. Watch out, cracking eggs ain’t easy business.
The Fat Ham Thirteen Bucks
This plate comes with a thick chunk of ham with a side of home fries that is so good that you’ll be ordering it every time you come here. Be careful not to end up looking like Runyan in The Fat Man, though. Don’t blame us if you do, we warned you
Murder, My Sweet
Stranger on the Third Floor
USE CONSTANTIA BOLD FOR HEADLINES For body text, use Cambria. The format should resemble a newspaper, so justify the body text and generally try to fill space up with text and images. Rules should go in between bodies of text, or around headers such as this one. To differentiate bodies of text, they can be placed in a gray box. The images should always be in black and white, and using photos that are actually from the 40s and 50s are a plus. Imagery should be mainly comprised of detectives with the film noir style and objects that relate to them, like manila folders and fedoras. Breakfast foods should be incorporated as well; we can’t have people forgetting that we sell food. Colors are easy because there are none. Everything has to be in black and white. Noir films were low budget, so they couldn’t splurge on luxuries such as color. You could call our restaurant low budget as well, but that’s not why we’re black and white.
Identity
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COPY WRITING There has to be a lot of copy writing throughout this restaurant because spaces need to be filled with text in order to get that newspaper look. The copy should strive to be extremely light-hearted and funny. Basically, just fill everything with breakfast puns and film noir references. Some article titles used in the menu are “Link Between Sausage Heists” and “Pancake run over by Car: Escapes Uninjured”. The titles and captions and other short lines are the most important because those are the ones that people are going to read more often. The long body-text can be repetitive and comprised mostly of fluff because honestly, who’s going to read all of that.
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Identity
Hard Boiled News
10086 Sunset Boulevard, West Hollywood CA 90069-1910
Egg Poaching Case Cracked
Link Between Sausage Heists By Benjamin Bacon
Dramatic recreation of Mike Hammer taking Luke Yolk into custody
Hardboiled detective finds egg poacher and brings justice to thousands of poached eggs By Owen Omelet Over the past few months, a poacher has been illegally capturing eggs from farms across California. The police weren’t being much help, so several private investigators were called to work their magic. It’s odd that police have been so unresponsive in just about everything, but it works out because of how many private investigators there are these days. Without them, criminals would get away with everything. Today, one less criminal can continue his crimes. Luke Yolk was caught red handed by the
up behind him with his gun. From there, Yolk couldn’t do much of anything without getting shot, so he released the eggs and quietly went with Hammer to the police station, where he was taken in and is awaiting trial in jail.
Thankfully, all of the eggs were recovered. The bad news is, once poached, an egg cannot be unpoached. The beauty of an egg is the amount of possibilities it holds. It can be hard boiled, soft boiled, scrambled, sunny side up, over easy, poached, and more. Not everyone likes their eggs poached, which is why this
Multiple links have been found between the string of sausage factory robberies as of late. In each heist, some sausage links from the last place are used as rope to get in and out of the building. The biggest connection, however, is the numerous greasy fingerprints at the crime scenes, which have determined the number of people involved but not the people themselves because none of them are in the records. They are a team of five to six people and are in possession of thousands of Bucks of sausage. It is unknown if all the sausage is for personal use or intended to be sold on the black market. The case is moving slowly because all of the detectives working on it are drunks, insomniacs, or just disillusioned. Their self-destructive tendencies hinder their work on what should be a straightforward case. Despite this, the criminals have to mess up soon based on the amount of heists they are performing, as well as the fact that they are using sausages as their tools. They can only escape on so many sausage rope before slipping up.
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Applications
Menu Here is a sample of the menu. Despite being a newspaper, there’s no date written on it, so it can be used everyday. The front and back are purely news articles, so it looks like a real newspaper when you’re reading the inside. On the inside, the menu is presented with a film noir poster representing each meal.
Packaging Hard Boiled holds itself to high standards when it comes to creatively presenting our products. The salt and pepper look like cigarettes, the eggs have hats, and our menu is a newspaper complete with humorous articles to browse through while you wait for your food. If it can be replaced with something more exciting, it will be.
Applications
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WEBSITE On hardboiled.com, you can learn about the restaurant, view the menu, find our contact information, and read the news stories from the newspaper menu. They didn’t have this kind of technology in the 40s and 50s, but it’s been designed to appropriately capture the feeling of that time anyway. Take a look at the various sections on the next page.
Applications
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About
Menu
The Big Combo Nine Bucks
With two eggs, two strips of bacon, two sausage patties, 2 slices of toast, and a stack of three pancakes, this meal will make you fell like you blew up like Fante and Mingo in The Big Combo The Blue Dahlia.
The Blue Dahlia
Crack-Up
The Lodger
Every bite of this stack of blueberry pancakes with whipped cream and sprinkles is like a flashback to when you were child, hopefully unlike the nightmarish flashbacks that Buzz had in The Blue Dahlia.
This is for those who like getting the job done themselves. It includes 3 unpeeled hardboiled eggs, home fries, and 2 strips of bacon. It’s a no-nonsense breakfast, like the no-nonsense George Steele in the noir film Crack-Up.
A stack of three waffles covered with sweet strawberry jam on one side of each. Hopefully this doesn’t stir up images of violence like that in film The Lodger.
Seven Bucks
Seven Bucks
Sunny Side Up Boulevard Seven Bucks
A sunny side up egg rests on top of a big bowl of grits like Joe’s body on the surface of the swimming pool in Sunset Boulevard.
Stranger on the Third Floor Seven Bucks
This includes a stack of three pancakes, but with a surprise on the top one. There will be bananas, strawberries, or blueberries hidden under the whipped cream on the top, and you won’t know what you got until you dig in. If this stranger is as horrific as the one in Stranger on the Third Floor, then we apologize.
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This Bun for Hire
Applications
Seven Bucks
Two
buns
that
are
covered
in
a
delicious
Seven Bucks
Murder, My Sweet Eight Bucks
This is meal for those with a sweet tooth. It includes 2 pancakes and 2 waffles, each with powdered sugar, chocolate drizzle, caramel drizzle, whipped cream, and sprinkles. It’s so sweet you’ll go blind, like Philip Marlowe in Murder, My Sweet. You won’t actually go blind, I just needed something clever to say and that’s the best I got.
The Spider Seven Bucks
In this meal, you get a stack of 3 pancakes with cinnamon stick legs to resemble a spider, inspired by the film simply titled The Spider. I know it’s a symbolic spider and not a literal one but this dish looks cute, so I’m keeping it.
Double Indemnity Ten Bucks
This meal includes two eggs, two slices of bacon, two pancakes, two waffles, and two slices of toast. You might not survive the whole meal, but it’s better than being strangled to death like Dietrichson in Double Indemnity
News
Contact
Mobile About
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Applications
Mobile Menu
Mobile News
Mobile Contact
ENVIRONMENT This is the general vibe that a Hardboiled restaurant should have. It doesn’t have to look exactly like the picture to the left or the one on the next page; they are just for inspiration. One thing to stress is that everything must be in black and white, excluding the food and the people.
Applications
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