Central Coast BBQ

Central

Coast

BARBEQUE

BR A ND STA NDA RDS M A NUAL

TABLE OF CONTENTS PRIMARY MARK ............. 7 LOGOTYPE ..................... 7 MINIMUM SIZES ............ 12 GRAPHIC ELEMENTS ..... 17 SYMBOLS ...................... 17 TYPEFACES .................... 24 SECONDARY .................. 26 COLOR PALETTE ............ 29 BUSINESS SYSTEM ....... 33 APPLICATIONS ............... 41

Central Coast Barbeque Standards Manual

3

4

Central Coast Barbeque Standards Manual

BRAND MESSAGE Central Coast Barbeque, established on 1995, in the city of San Luis Obispo now serves to be the finest bbq in town. We live by our slogan, “We know how to do it right” everyday because in fact, we do and have been since 1995. We are notoriously known for our speed and efficiency in serving food. We sell food such as tri-tip sandwiches, ribs, bbq chicken, burgers, tacos, and salads.

Recently we added a delivery service due to the huge crowds that we get at the restaurant. We’re also currently working on revamping the interior of the restaurant. We offer table-service and a full bar in the back of the restaurant. We aim to be a fast dining experience for people that are just looking to eat good food but also want to maintain a high level of professionalism and a sense of fine dining in the back of the restaurant. On that note, Central Coast Bbq is currently going through a whole new branding to convey that sense of professionalism that it has been lacking in the past.

In order to keep the brand consistant within the company, it is critical for anyone that is representing the company to follow the specific directions and requirements provided in this book in regards to its brand. This manual was created to help convey the new message and direction that Central Coast Barbeque is taking.

Subash Giri Central Coast Barbeque Standards Manual

5

6

Central Coast Barbeque Standards Manual

PRIMARY MARK LOGOT YPE

Central Coast Barbeque Standards Manual

7

FULL COLOR

Central

Coast

BARBEQUE

Above is the brand logo displayed in full color. This is the brand logo that should be used whenever possible in full color. It says “Central Coast” in ITC Franklin Gothic Std, Demi Condensed and “Barbeque” in ITC Franklin Gothic Std, Book with an adjusted kerning of 271. Those are combined with the flame graphic with a cow inside of it to make the full logo. The logo is supposed to convey that it’s a popular barbeque joint.

8

Central Coast Barbeque Standards Manual

ONE COLOR

Central

Coast

BARBEQUE

Central

Coast

BARBEQUE

When full color is not an option and only 1 color is available, these styles above may be used. The color of the logo should be based on the color of the application and which color gives it the most contrast. This has to be done for maximum legibility of the logo. The logotype colors are limited to the brand Primary and Secondary color pallete. Review the color pallete page for further information.

Keep in mind that the logotype must be used as displayed on the right. It can never be used partially such as just with, “Central Coast.� It is critical that the logotype is always used with all the words and image of the fire displayed on the right all together.

Central Coast Barbeque Standards Manual

9

REVERSED OUT

Central

Central

Coast

Coast

BARBEQUE

BARBEQUE

Central

Coast

BARBEQUE

The logotype should always be used in full color. If full color is not an option and the application is either Licorice Red or Battleship Gray, or in Black the reversed out version of the logo may be used. The logotype must always stay in white unless the application is black. In that case, the color, Flamengo may be used instead of the white.

Whenever the logotype is used in a confined box when reversed out, you must keep the safe space of the border in mind. See the next page for more details on the safe space.

10

Central Coast Barbeque Standards Manual

TINTED flame 60%

Central

Coast

BARBEQUE

central coast 100% line stroke 60% barbeque 75%

When printing with opacities is an option, only the color black may be used.

When using opacities to print, the logotype may only be printed on a white background for maximum contrast. The word mark should always be at a 100% opacity.

Central Coast Barbeque Standards Manual

11

MINIMUM SIZES

Central

0.9"

Coast

BARBEQUE

Central

Coast

BARBEQUE

0.75"

0.75"

Central

Coast

BARBEQUE

The minimum size of the logotype in full color is 0.90" Any smaller and the logotype will no longer be legible. The only exception is when it is printed in black or the Battleship Gray on a very light background. In that case, the logotype can be at the least 0.75"

12

Central Coast Barbeque Standards Manual

1.25"

Central

Coast

BARBEQUE

1"

Central

Coast

BARBEQUE

1"

Central

Coast

BARBEQUE

The minimum size of the logotype reversed if printed on a Licorice Red application is 1.25" Any smaller and the logotype will no longer be legible. The only exception is when it is printed reverse in black or the Battleship Gray on a very light background. In that case, the logotype can be at the least 1"

Central Coast Barbeque Standards Manual

13

SAFESPACE

Central

Coast

BARBEQUE

The element “C” in the wordmark of the logo, “Central Coast”, can be used to display the proper safe space of the logotype. The height of the C is used on all sides of the logotype and there should be nothing placed within that space. This is to prevent crowding of the logo.

14

Central Coast Barbeque Standards Manual

MISUSES

t CEoas

l BEQU a r t n Ce B A R

Logotype must be placed on a horizontal line always and may not be rotated.

Central

Coast

BARBEQUE

The typeface on the logo is chosen for a purpose and should never be altered.

Central Coast BARBEQUE

Do not alter the logotype in anyway. The flame should always go in between the wordmark.

Central

Coast

B A R B E Q U E

Never stretch or skew the mark, only scaling is acceptable.

Central Coast Barbeque Standards Manual

15

16

Central Coast Barbeque Standards Manual

GRAPHIC ELEMENTS SYMBOLS

Central Coast Barbeque Standards Manual

17

ONE COLOR

When the Graphic Element is not used in the logotype, it must be placed within a circle like shown above. This symbol may be used when applicable.

It may never be used by itself to identify Central Coast BBQ. The symbol can only be used on an application with the original logotype present somewhere on the application as well.

The symbol can be in any of the primary or secondary colors listed on the next page except the color flamengo. The flamengo is too light to be used on it’s own and therefore must be only used if the application is a dark color.

The color selection should be picked in a manner so that the legibility and contrast of the application are at its best.

18

Central Coast Barbeque Standards Manual

The color, flamengo, may only be used on an application with those colors above. It is crutial that the colors are accurate or else the element might not be legible. The graphic element or symbol may never be used on an application without a dark background.

Central Coast Barbeque Standards Manual

19

MINIMUM SIZES

0.75"

0.75"

0.75"

1"

The minimum size of the symbol in any accepted colors is 0.75" Any smaller and the lines on the outside will look like they’re touching. The flamengo color on top of a dark backgroud must be at least 1" tall.

20

Central Coast Barbeque Standards Manual

SAFE SPACE

safe space

The graphic element should always be used with the logotype and never by itself. The safe space for the graphic element can be measured with the width of the cow’s horns in the graphic element. Nothing should be placed within the safe space in order to avoid crowding the graphic element.

When the flame is not being used in the logotype, the flame itself can be used to spin in a circle to see the safe space as shown in the picture above.

Central Coast Barbeque Standards Manual

21

MISUSES

22

Never place the graphic element on top of a bright/highly saturated color.

Never use more than one color on the Graphic Element.

Never stretch or skew the mark, only scaling is acceptable.

The Graphic Element is meant to be used as a whole. Taking it apart and only using the flame is not acceptable.

Central Coast Barbeque Standards Manual

Central Coast Barbeque Standards Manual

23

TYPEFACE PRIMARY

Franklin Gothic Std This type can only be used for headers and sub headers. The headers and sub headers always must be in all caps. Header in the color black and the sub header in Battleship Gray. The sub header can be kerned if desired.

The only exception is for the table of contents for the intro of a book. Franklin Gothic Std can be used in lower case.

24

Central Coast Barbeque Standards Manual

Book

MEDIUM

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890!?&

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890!?&

Italic

MEDIUM CONDENSED

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890!?&

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890!?&

Central Coast Barbeque Standards Manual

25

TYPEFACE SECONDARY

Palatino LT Std This type is used for body paragraphs only. When used for the body paragraph, the type must be size 10 and in roman. Italics may be used for hierarchical purposes. The type must always be in black to maximize it’s legibility on paper.

26

Central Coast Barbeque Standards Manual

Roman

Medium

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890!?&

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890!?&

Italic

Bold

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890!?&

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890!?&

Central Coast Barbeque Standards Manual

27

28

Central Coast Barbeque Standards Manual

APPROVED COLOR PALETTE

Central Coast Barbeque Standards Manual

29

PRIMARY COLORS BATTLESHIP GRAY

R: 67 G: 67 B: 69 C: 69 M: 62 Y: 61 K: 52 Hex: 434345 Pantone: 17914C

LICORICE RED

R: 239 G: 62 B: 45 C: 0% M: 91% Y: 92% K: 0% Hex: EF3E2D Pantone: P458C

Battleship Gray is used mostly for sub headings and the logotype itself. This color can also be used for body text and one color logotype and symbol designs. This color and the Licorice Red are supposed to compliment each other in displaying the new brand of the company.

Licorice Red is not used a for text a lot but it certainly could be. It is mostly used for graphic elements in designs. It tends to bring out the character in symbols and the flame in the logotype.

30

Central Coast Barbeque Standards Manual

SECONDARY COLORS BLACK

R: 0 G: 0 B: 0 C: 75 M: 68 Y: 67 K: 90 Hex: 000000 Pantone: 17916C

FLAMENGO

R: 242 G: 194 B: 24 C: 0 M: 27 Y: 100 K: 0 Hex: F2C218 Pantone: P108C

The black is mostly used for body text. It is a pretty standard color and can be used if only one color is available for print. Black is also the only color that you should use in tints to print the logotype.

Flamengo is a pretty light color. Even though it isn’t used as much in this standard manuel, this color can prove to be of use. It can be used on dark backgrounds to give the logotype or symbols more clarity.

Flamengo cannot be used by itself on a light background or as text.

Central Coast Barbeque Standards Manual

31

32

Central Coast Barbeque Standards Manual

BUSINESS SYSTEM BRAND IN USE

Central Coast Barbeque Standards Manual

33

Central

Coast

BARBEQUE

Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407

Central

Coast

BARBEQUE

6th November, 2017

Dear Ms. McCormick, Central Coast is a fast and efficient barbeque. We sell food such as tri-tip sandwiches, ribs, bbq chicken and as well as burgers, tacos, and salads. Along with the fast service that we provide to our customers that coming everyday, we also provide a call in and delivery service. There is a huge patio on the outside of Central Coast where people can sit down and enjoy their food. On the inside we offer table-service with a full bar.

SUBASH GIRI

Business Owner subash@centralcoastbbq.com

1001 Higuera Street San Luis Obispo, CA 93405 T: (805) 783 –1001 F: (805) 543–1011 centralcoastbbq.com

We are currently renovating our restaurant into a more fine dining restaurant in the back while still having an option for other people to casually sit outside and the front part of the inside to eat. Currently, Central Coast BBQ has the back of the restaurant for table service. We want to turn that table service side of the restaurant a little better. We're going to do that by using nicer plates and utensils so we can appeal to a more mature crowd. Also, we will start taking reservations and have a host guiding guests to the tables. That way, we can better estimate the crowd we would be getting at the restaurant and that way we can save more money by not wasting as much food at the end of the night.

I want Central Coast BBQ to be a fast dining experience for people that are just looking to eat good food but also want to maintain a high level of professionalism and a sense of fine dining in the back of the restaurant. This way we can appeal to different crowds and since the back will require reservations, we can get a sense of how many people to expect on each given day.

Central

Sincerely,

Coast

BARBEQUE

1001 Higuera St. San Luis Obispo, Ca 93405

Subash Giri

1001 Higuera Street San Luis Obispo, Ca 93405 centralcoastbbq.com | (805) 783–1001

34

|

info@centralcoastbbq.com

Central Coast Barbeque Standards Manual

BUSINESS CARD

Central

Coast

BARBEQUE

SUBASH GIRI

Business Owner subash@centralcoastbbq.com

1001 Higuera Street San Luis Obispo, CA 93405 T: (805) 783 –1001 F: (805) 543–1011 centralcoastbbq.com

The size of the business card is 3.5" wide by 2" high. The front of the card features the logotype of the business in full color. The line that extends from the word, “barbeque” follows the card design to the back as well. The back of the design features the flame graphic element within 2 circles.

Owner’s name on the back is set to 9 pt in Franklin Gothic Std in all caps with med weight. The rest of the information is set to 7pt in medium condesnsed of Franklin Gothic Std. The phone number is set to bold and the website address is in red.

Central Coast Barbeque Standards Manual

35

LETTERHEAD The letterhead is 8.5" by 11". The Primary Mark is used on the top left of the letterhead in full color similar to the business card. The line extends from the word, “barbeque” to the left and right edge of the page. The logotype is placed 0.75" from the left corner of the page.

The letter itself is set to be in black, with exception of the website name, 9pt size in Palatino LT Std, light with a leading of 10.8pt. For spacing use hard returns. The text box for the body is placed 2.25" from the top, 2” from the left and right, and 1.25" from the bottom.

36

Central Coast Barbeque Standards Manual

Central

Coast

BARBEQUE

Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 6th November, 2017

Dear Ms. McCormick, Central Coast is a fast and efficient barbeque. We sell food such as tri-tip sandwiches, ribs, bbq chicken and as well as burgers, tacos, and salads. Along with the fast service that we provide to our customers that coming everyday, we also provide a call in and delivery service. There is a huge patio on the outside of Central Coast where people can sit down and enjoy their food. On the inside we offer table-service with a full bar.

I want Central Coast BBQ to be a fast dining experience for people that are just looking to eat good food but also want to maintain a high level of professionalism and a sense of fine dining in the back of the restaurant. This way we can appeal to different crowds and since the back will require reservations, we can get a sense of how many people to expect on each given day.

Sincerely,

Subash Giri

1001 Higuera Street San Luis Obispo, Ca 93405 centralcoastbbq.com | (805) 783–1001

|

info@centralcoastbbq.com

Central Coast Barbeque Standards Manual

37

ENVELOPE

Central

Coast

BARBEQUE

1001 Higuera St. San Luis Obispo, Ca 93405

The size of the envelope after it is folded is 9.5" wide by 4.13" tall. The front has the same logotype of the business in full color. It also contains the address of the business in ITC Franklin Gothic Std, book, 9pt. size and 10.8pt. leading. This must be written in the Battleship Gray color.

The closing fold of the envelope has that red thick graphic element that goes from left edge to the right. It also features the graphic symbol of the flame in red on the fold.

38

Central Coast Barbeque Standards Manual

Central

Coast

BARBEQUE

1001 Higuera St. San Luis Obispo, Ca 93405

Central Coast Barbeque Standards Manual

39

40

Central Coast Barbeque Standards Manual

APPLICATIONS IN USE

Central Coast Barbeque Standards Manual

41

SIGNAGE

42

Central Coast Barbeque Standards Manual

10 ft

1 2

Central

Coast

5 ft

BARBEQUE

1. Wall painted solid white 2. Logotype painted on in full color Pantone 17914C Pantone 458C

Central Coast Barbeque Standards Manual

43

INSTAGRAM AD

44

Central Coast Barbeque Standards Manual

RESTAURANT MENU Central

Coast

BARBEQUE

SPECIALS

BARBEQUE TRI-TIP STEAK SANDWICH

9.25

PIG SANDWICH

6.69

Sliced Tri-Tip & BBQ Sauce on French Roll

Shredded Pork with BBQ Sauce on a French Roll

HOT DOG 5.29

GRILLED CHICKEN 5.49

Served Plain

KID HOT DOG

Charbroiled Chicken Breast with Lettuce, Tomato, Onions, Sprouts, Mayo, BBQ Sauce & Jack Cheese on a Wheat Bun

2.79

Served Plain

VEGGIE AVOCADO 5.49 RACK OF PORK RIBS 21.99

Avocado, Lettuce, Tomato, Onion, Sprouts, Mayo & Jack Cheese on Wheatberry Bread

PORK RIB MEAL 13.89 7 Pork Ribs Served with Garlic Bread & Beans or Dinner Salad

GARDEN BURGER 5.49 Veggie Patty with Lettuce, Tomato, Onion, Sprouts, Mayo, BBQ Sauce & Jack Cheese on a Wheat Bun

1/2 CHICKEN 7.29 FIREBIRD 4.29 1/2 CHICKEN MEAL 9.69

Two Chicken Strips with Lettuce, Tomato, Onion, Mayo, Sriracha Ranch & Jack Cheese on a Wheat Bun

Served with Garlic Bread & Beans or Dinner Salad

TACO 4.49 Beef or Chicken with Lettuce & Cheese, Salsa on the side

BURGERS

Dressed with 1000 Island, Mayo, Lettuce, Tomato & Onion

FISH TACO 4.29

1/3 LB. HAMBURGER 4.89

Served with Cabbage, Chipotle Sauce on the Side

1/3 LB. CHEESEBURGER 5.19 KID BURGER 3.39

1/6 Lb. Patty with All the Fixings

SIDES

ABC BURGER

7.29

Avocado, Bacon & Jack Cheese

SIDE OF FRIES 2.29

GARLIC BREAD 2.19

BASKET OF FRIES 4.29

RANCH BEANS 2.19

SIDE OF RINGS 3.69

CHICKEN STRIPS 6.99

BASKET OF RINGS 6.69

COLESLAW 2.99

MONSTER BURGER 7.29

Double Patties with Cheddar & Jack Cheeses

HAL-A-PEÑO BURGER 7.29

Lettuce, Tomato, Onion, Mayo, Sriracha Ranch, Jack Cheese, Bacon & Jalepeños

centralcoastbbq.com | (805) 783–1001

|

info@centralcoastbbq.com

Central Coast Barbeque Standards Manual

45