ks
t
bu
rg
r
a nga h e h
ers
and
i dr
n
STANDARDS MANUAL
2
INTRODUCTION The Hangar is a locally owned and operated hamburger restaurant that prides itself in offering customers a great experience. The Hangar is a company that values the environment and supports local companies by buying all ingredients from farms nearby. This means that not only is the food delicious, but the brand visuals and overall identity are carefully thought out. The brand is heavily influenced by colors, style, and motifs of vintage aviation. The solutions found throughout this manual are based upon the idea that The Hangar is a unique union of aviation and burgers, which provides a great opportunity to create a brand that will reach a wide audience of all ages. This manual has been created as a guide to present a consistent message to the public as to what The Hangar represents and will clearly define the proper usage of the brand identity across all its various applications to ensure consistency throughout the brand. It will detail proper usage of logos, graphic elements, colors, typefaces, as well as the proper handling of business system items and various applications.
3
4
TABLE OF CONTENTS FAMILY OF MARKS Primary Mark
8
IDENTITY SYSTEM Graphic Elements 16 Typefaces 17 Color Palettes 20
BUSINESS SYSTEM Business card 26 Letterhead 27 Envelope 28
APPLICATIONS Print 30 Digital 34 3D 36
5
6
FAMILY OF MARKS
PRIMARY MARK
ks
rg
r
8
hanga e h
bu
The primary mark of The Hangar includes the name of the company, the tagline, and the icon. This mark reflects the aviation motif that is present across brand identity, as well as in the actual restaurant. This mark is to be utilized whenever possible. Presenting all elements of the mark together is critical to customer recognition and identification. The spacing between elements in the mark (including the spacing between letters or lines of text) is never to be altered; only used as shown. The colors are never to be changed, except for instances in which a one-color design is needed. All text is set to RED and should always utilize Copperplate Bold for “The Hangar” and Copperplate Regular for “Burgers and drinks”. Additionally, the hamburger graphic element is also set to RED and the circle and wings are BLUE.
t
FULL COLOR
ers
r and d
in
rg
ks
t
bu
When using the primary logotype, the wordmark can become illegible if used at too small of a scale. To ensure maximum legibility and that there is as little loss of detail as possible, the logotype should be no smaller than 2 inches in width.
r
MINIMUM SIZE
hanga he
ers
r and d
in
2 in.
ks
rg
r
hanga he
bu
The top bun of the burger graphic element in the logotype determines the accurate amount of space required for the primary logotype to ensure the logotype is not crowded. Do not place any design elements or written word in this marked safe space above.
t
REQUIRED BUFFING AND SAFE SPACE
ers
r and d
in
9
ONE COLOR VARIATION
hanga e h
10
ks
bu
rg
r
t
The alternative color mark is available when one-color printing is the only option. A RED version of the logotype is utilized with a light background and is not to be altered in any way. The mark should never be placed over a pattern or photo. NOTE: Black may only be used when color printing is not possible.
ers
r and d
in
in
rg
ks
t
ks
in
r and d
r
r and d
ers
hanga he
bu
bu
ers
rg
ks
t
ks
in
r
t
r and d
hanga he
rg
r
ers
bu
rg
hanga he
r
hanga he
bu
RED, BLUE, SATURATED GREEN and LIGHT GREEN may be used when a reversed out version of the logotype is utilized with the logotype in CLOUD. When using these colors, note that it is acceptable when printed or placed on a surface that is of the same hue as one of the listed colors.
t
REVERSED OUT
ers
r and d
in
11
ngar ha
s
ks ers
r and d
in
If it is not an approved color from the list [page #] then it is not to be used for any design elements.
12
The mark is meant to be the displayed orientation it was originally designed. Do not change that.
e hanga th
ur
b
bu
rg
d rgers an
r
hanga he
r
t
Never stretch or skew the mark, only scaling is acceptable.
bu
dr
r g e r s n d d rin k a
ge
ks
bu
in k
s
the
hanga he
r
t
INAPPROPRIATE USES
rs a n d d r
in
The mark is adjusted based on the chosen typefaces. Do not replace or switch out the text.
The wordmark and graphic element relation should not be altered.
rg
ks
bu
burgers and drinks
hanga he
r
t
the hangar
ers
r and d
in
Do not fill in the circle.
13
14
IDENTITY SYSTEM
GRAPHIC ELEMENTS The wings and burger are the most important graphic elements and must be used in logotypes and applications as a visual identifier of the business. It should always be displayed using the two colors from the primary color palette: RED and BLUE, or in RED for one-color uses and CLOUD when reversed out. The burger and wings must never be displayed separate from each other.
16
TYPEFACES LOGOTYPE
The Copperplate Typeface should only be utilized in the logotype. “The Hangar” is always set in Copperplate Bold and “Burgers and drinks” is always set in Copperplate Regular.
Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&
Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&
Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&
17
PRIMARY
This is the primary and only sans-serif font used in this design plan. Proxima Nova is a very readable, versatile and widely used typeface/font family. It is best utilized in this system for titles, headers and useful information such as in the business system. Regular and Semi bold are used and text in this face should always be set in BLUE or RED. Never use a different sans-serif typeface in place of this.
Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&
Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&
Semibold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&
Semibold Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&
18
SECONDARY
Adobe Garamond Pro is the secondary font used in this design plan. The Garamond typeface family is a classic serif font that works extremely well for text and has consistent and great readability that never distracts from content. This is to be used only for larger quantities of text like the body text of the letterhead and the text in this standards manual. Never use a different serif font in place of this.
Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&
Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&
Semibold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&
Semibold Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!?&
19
COLOR PALETTE PRIMARY
The primary color palette consists of colors found in the full color primary mark, which are RED and BLUE. These two colors should dominate in all applications RED is most commonly used for the wordmark and the burger graphic element in the logotype, as well as the one color version of the primary logotype. It also can be used when a bold option of text is necessary. BLUE is most commonly used for the wings in the logotype, as well as used for headers and body text. It also can be used when a bold option of text is necessary. It is never to be used as an option for a single color primary mark.
20
RED: RGB: R= 146 G=55 B=54 CMYK: C=29 M=87 Y=76 K=26 HEX: 923736 Pantone: 492 C
BLUE: RGB: R=16 G=31 B=89 CMYK: C=90 M=80 Y=43 K=39 HEX: 101F59 Pantone: 7546 C
SECONDARY
The secondary color palette consists of colors LIGHT GREEN, SATURATED GREEN and CLOUD. Never use LIGHT GREEN or DARK GREEN with a color from the primary color palette. These two colors should used very sparingly and only help enhance the vintage aviation motif. CLOUD is most commonly used to reverse out the logo on and placed against a dark background.
LIGHT GREEN RGB: R=104 G=124 B=104 CMYK: C=53 M=44 Y=53 K=13 HEX: 687C68 Pantone: 424 C
SATURATED GREEN RGB: R=51 G=85 B=52 CMYK: C=69 M=48 Y=68 K=36 HEX: 335534 Pantone: 7736 C CLOUD: RGB: R=242 G=242 B=242 CMYK: C=0 M=0 Y=0 K=5 HEX: F2F2F2 Pantone: 656 U
21
22
BUSINESS SYSTEM
OVERVIEW The business system elements are the professional face of the business and must remain consistent in all uses These elements include the business cards, letterhead, and envelope, each of which are detailed on the next several pages As a whole, the elements are cohesive and complement one another, and should not be altered besides content in order to keep that consistency within the brand.
24
25
*Business cards shown at actual size.
suzie katz owner
26
916.824.9710 suzie@thehangar.com
ks
rg
r
hanga he
bu
The business card dimensions are 3.5 inches wide by 2 inches tall and is CLOUD on both sides. The front of the card features the primary logotype. The back of the business card has displays the employee’s name, title, phone number, and email accompanied by the general company address and website. All text is set to 9pt, BLUE and is lowercase to contrast the all caps type of the logotype on the reverse side. The employee name, phone number, and company website are in Proxima Nova Semibold, and the employee title, email, and business address are in Proxima Nova Regular.
t
BUSINESS CARD
ers
r and d
in
1099 santa ynez ave los osos, ca 93402 thehangar.com
ks
rg
r
hanga he
bu
This is printed at letter size, 8.5 inces. by 11 inches. There are specific guidelines regarding spacing and format. The primary mark must be used and placed in the center along the top margin and should be 2.5 inches wide. The information that follows must be placed in the center at the page along the bottom margin. The information text is set in BLUE, 10pt Proxima Nova; the address is Regular and the phone and web are Semibold. The left and right margins must be set at 9p5, and the body text is type set in Adobe Garamond Pro Regular. It is important to have a body text that contrasts the normal choice of fonts. The body text must be set at 10pt. Use 4 hard returns for sufficient signature space.
t
LETTERHEAD
ers
r and d
in
Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 November 29, 2017 Dear Ms. McCormick, I would like to take a moment of your time to detail the concept and design solution for the branding redesign of Sylvester’s Burgers. The first change in this process is the name; the restaurant is now called The Hangar. This also involves moving the Los Osos location to a larger airplane hangar in San Luis Obispo near the San Luis Obispo airport. A larger space will provide more efficient movements between dining room and the kitchen and the ordering counters and will play into the restaurant’s motif as a whole. The vision for the future of The Hangar is to put an emphasis on bringing sustainable food to a wider audience. Serving food without harmful chemicals and heavy processing, food from farmers we know and trust, and food that respects the environment and the humane treatment of animals. This is of high importance and it is necessary for customers to know exactly where their food comes from. Since the new location will be inside an airplane hangar, there will be new design concept to reflect it. It is simple, sleek, and reminiscent of the colors on vintage airplane graphics with the large star with striped wings. The Hangar logo is implemented across many parts of the design solution, including the entire business system, the packaging, and the menu. These, among the many other parts of the design solution, meet and surpass the goals set for The Hangar and will work well to promote the brand. The brand is heavily influenced by colors, style, and motifs of vintage aviation. The solutions found throughout this manual are based upon the idea that The Hangar is a unique union of aviation and burgers, which provides a great opportunity to create a brand that will reach a wide audience of all ages. Sincerely,
Suzie Katz suzie@thehangar.com
1099 Santa Ynez Ave, Los Osos, CA 93402
805.528.0779
thehangar.com
27
ks
rg
r
hanga he
bu
The Hangar uses standard No. 10 envelopes. The envelope is designed and produced at 9.5 inches wide and 4.125 inches tall. The full color primary mark is placed on the upper left corner of the envelope, 0.4 inches from the top and .5 inch from the left side. The width of the mark itself is 2.25 inches.
t
ENVELOPE
ers
r and d
in
The back of the envelope has a RED colored flap. The business address text is set in CLOUD, 12pt, Proxima Nova Regular and is center-aligned and placed .25in from the bottom of the flap.
1099 Santa Ynez Ave. San Luis Obispo, CA 93402
28
APPLICATIONS
30
RESTAURANT INTERIOR
31
PACKAGING
32
33
MENU
34
SALADS
BURGERS THE HANGAR 7
LEERJET 7.5
BEECHCRAFT 7
LOCKHEED 8
A double stack of local grass-fed beef with lettuce, pickles, caramelized onions, Hangar Sauce, and organic American cheese
A double stack of grass-fed beef with organic ketchup, mustard, pickles, minced onions, and organic American cheese
A double stack of grass-fed beef with sautéed mushrooms, caramelized onions, and organic Swiss cheese
hanga he
r
t
CESSNA 8
bu
ks
beef, bison, turkey, grilled chicken, veggie, or vegan
ers
and
i dr
n
STEALTH 7.5
Our housemade veggie patty with lettuce, onion ring, roasted garlic aioli, and housemade pimento cheese
4. TOPPINGS
2. BUN
white, whole wheat, brioche, vegan, gluten-free, or no bun
baby spinach, lettuce, tomato, onions, fresh jalepenos, dill pickles, arugula, cucumber +$1 cage-free egg, coleslaw, sauteed mushrooms +$1.50 bacon, turkey bacon, avocado
3. CHEESE
5. SAUCE
american, blue, swiss, provolone, goat cheese, pepper jack, or cheddar
PRINTED ON RECYCLED PAPER. THE HANGAR IS PROUD TO BE EARTH-FRIENDLY. TO DO OUR PART, WE USE 100% SUSTAINABLE TO-GO PACKAGING. ALL TO-GO ORDERS WILL INCLUDE A 5% CHARGE FOR ECO-FRIENDLY BAGS, CONTAINERS, RAMEKINS, CUPS, UTENSILS AND NAPKINS. FILTERED WATER FREE WITH FOOD PURCHASE.
Turkey with organic arugula, crushed organic avocado, thousand island, and organic pepper jack cheese
BUILD YOUR OWN 1. PATTY
rg
Organic bison topped with our famous bacon jam, caramelized onions, and organic blue cheese crumbles
hangar sauce, ketchup, mayo, yellow mustard, bbq, buffalo sauce, honey mustard, roasted garlic aioli, sriracha mayo, thousand island, basil pesto
SIMPLE GREENS SIDE 5
Organic lettuces topped with organic grape tomatoes, sliced organic cucumbers, and local sunflower sprouts with our housemade lemon vinaigrette or buttermilk ranch dressing
KALE SALAD 6
Organic kale topped with organic mint, pine nuts, parmesan cheese, and balsamic vinaigrette
Organic lettuces topped with organic grape tomatoes, organic avocado, nitrate-free bacon, grilled organic chicken, hardboiled local cage-free egg, and organic blue cheese crumbles with our housemade buttermilk ranch dressing
ARUGULA SALAD 6
Organic arugula topped with candied pecans, cranberries, organic blue cheese,
KIDS BEEF 6.5
GRILLED CHEESE 5
Single patty local grass-fed beef burger (cooked well)
Organic American cheese on white or whole wheat bread
CHICKEN FINGERS 6
TURKEY 6
Three hand-battered organic chicken strips
Housemade with free-range organic turkey (kids patty)
SIDES FRENCH FRIES 3 SWEET POTATO FRIES 3.5 ONION RINGS 3.5
COLESLAW 4 CRISPY SPROUTS 4 VEGGIE FRITES 4
DRINKS FOUNTAIN SODA 1.5 APPLE JUICE 1.5 WATER 2
Our friendly neighborhood health inspector would like you to know that consuming raw or undercooked foods such as meat, poultry, eggs or seafood, may cause serious illness.
CLASSIC COBB 7
LEMONADE 2.5 ICED TEA 2.5
Sweetened or unsweetened
Bottled or sparkling
35
PUNCH CARD
36
37
WEBSITE
38
39