Brand Guidelines
Here’s the Scoop
Full Tilt Ice Cream is more than a logo. It is a mission driven locally owned and operated small business that is comprised of a unique set of values, attributes and visual elements. Application of the enclosed guidelines reinforces our position as Seattle’s favorite neighborhood oriented ice cream shop. The purpose of this manual is to provide detailed guidelines for working with the Full Tilt Ice Cream visual identity. These guidelines are an important tool in ensuring that the Full Tilt Ice Cream brand is presented and expressed consistently and correctly across all applications.
Full Tilt Brand Guidelines
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TABLE OF CONTENTS
Behind the Brand
Design Application
Our Story
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Business Cards
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Creative Brief
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Loyalty Card
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Brand Promise
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Paper Goods
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Brand Positioning
9
Packaging 28-29
Brand Character
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Merchandise 30-31
Brand Attributes
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Website 32
We Are
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Advertising 33
We Are Not
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Environmental Graphics
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Core Brand Identity Our Logo
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Clearspace 16 Scale 17 Color Variation
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Logo Don’ts
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Color Palette
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Patterns 21 Typefaces 22 Tone of Voice
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As a young couple with a small child Ann Magyar and Justin Cline found there were few kid-friendly spots in theeir White Center neighborhood, where they could also hang out and enjoy a beer with friends. Compelled by the neighborhood’s desire for a family friendly gathering place and the couple’s eclectic interest in ice cream, pacific northwest beers and old fashioned arcade and pinball games the couple opened the doors to Full Tilt Ice Cream in 2008. Full Tilt offers an array of unique ice creams along with vegan options, made with local ingredients, inspired by the communities they serve including: White Center, Ballard, U-District and Columbia City. In addition to their signature sweet treats they also provide old fashioned sodas, floats, shakes, and craft beers paired with local art, arcade games, pinball machines, and live music. Ice cream by the pint is also available for purchase in-shop and at multiple restaurants and grocery stores in Seattle.
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Full Tilt Brand Guidelines
As part of their expanded services, Full Tilt hosts in-shop birthday parties and event catering with their one of a kind ice cream tricycle. A mobile ice cream truck can also be found making the rounds around South Seattle neighborhoods. Operating hours are noon to midnight, making it both a vibrant daytime and evening venue. Ann and Justin wanted to create a casual, neighborhood inspired gathering place that would feel inclusive, a little irreverent, yet family-oriented with the hope of bringing the communities they serve together and have fun.
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Mission
Competition
Full Tilt is a place where the whole neighborhood can go to have a good time. Their products are local, natural and honest.
Full Tilt has competition on two fronts. First as an ice cream cafe, it competes with Blue Bird, Snoqualmie Ice Cream, Ice Cream Social, Molly Moon’s and Cafe Mox. As an arcade/bar, it competes with Add-A-Ball, Vidiot, Flip Flip Ding Ding, and the Pinball Museum.
If we were to describe it in one sentence: A neighborhood place to have fun while satisfying your sweet tooth with delicious locally sourced natural ingredients.
Audience
It stands apart from the competition by combining ice cream and arcade games, but also by focusing on community engagement, having a low-brow, punk rock aesthetic that’s inclusive for a particular crowd, and incorporating music appreciation and local art.
Full Tilt caters to local young families, 30-45 year old adults with children under 15, 14-18 year olds looking for a safe place to hang out after school, and 20-30 year olds who are interested in music, beer, and games. Before we tell them anything, the local community believe that Full Tilt is a low-key place to have fun and play arcade games. The secondary audiences is artists, vegans, and geeks, and they could potentially expand their products to secondary marketplaces in mainstream retail or natural food markets. We want the audience to become loyal customers, book outside services such as catering and parties, and recommend Full Tilt to their friends and family.
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Our brand promise is what we deliver to our customers everyday by creating spaces that bring our communities together. That’s why we provide award-winning flavors and unique entertainment for all ages. We improve and preserve the character of the neighborhoods our shops live in, by providing an alternative to the generic ice cream eating experience.
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No one comes here to have a bad time, they come in to indulge in something fun, whether it’s a hot fudge sundae, a beer, pinball, or seeing your friend’s band play.
Our brand positioning is what sets Full Tilt Ice Cream apart from our competitors. We provide ice cream lovers a neighborhood spot that enriches the community through play, entertainment, and a variety of creative ice cream offerings.
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Full Tilt Ice Cream was founded in the edgy spirit of punk rock and old Seattle charm with the goal to bring communities together. We want you to feel like a kid from your taste buds to your fingertips.
Fun Community-building Entertainment
ART Authenticity Range of Flavors
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Our Logo Clearspace Scale Logo Variations Logo Don’ts Color Palette Patterns Typography Tone of Voice
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Our Logo The Full Tilt Ice Cream logo is a crucial part of our identity. This custom mark embodies the grungy, punk rock personality of our brand. We believe enjoying your favorite ice cream should be a messy and carefree experience. This is why our main symbol is based on ice cream scoops stacked high and dripping with flavor. The logo type was created using custom hand lettering to portray the friendly and approachable nature of our owners and employees. This logo is the main logo of our brand and should be used for all Full Tilt related materials unless there are obvious restrictions, such as limited space in which cases the secondary logo must be used. Primary Logo
Secondary Logo
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Clearspace Our logo needs some breathing room. For optimal clarity and legibility the logo should be free from interference within the space of the lowercase “u�; taken directly from the displayed logo type. The logotype and symbol should not be altered in any way, including the space between the logo type and order symbol edge.
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Scale Our logo looks great at any size, but to maintain visibility we’ve determined it should never be displayed on any material at less than 1 inch. For digital application where required width equals less than 1 inch the favicon symbol should be used, and the secondary logotype at minimum size 0.75 inch. 1"
1"
Favicon
0.75"
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Logo Variations There are several ways to showcase our logo in addition to that defined by our primary logo. On material that uses our brand colors or patterns as a background we allow for our logo symbol and type to be changed to white. In applications on patterned backgrounds where logo visibility becomes diminished it is acceptable to use a solid fill within the logo type.
Black
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Grayscale
Logo Don’ts How our logo is displayed is very important to us. To make sure our brand is diplayed consistency we’ve defined a few examples of what we consider to be unacceptable application.
Don’t distort. Changes made to the proportions
we’ve define could make our logo look akward and unappealing to potential customers.
Don’t rotate. We may be Full Tilt, but we don’t want to make anyone feel sick.
Don’t outline. We don’t want anyone to see what goes on under such a nice looking logo.
Don’t embelish. We may be retro, but we’re not tacky, or floating in space.
Don’t recolor. We may have a lot of flavors, but our brand colors are always the best.
Don’t apply over photography. Our logo can
get lost pretty easily on a photo, so let’s make sure it always stands out in a crowd.
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Color Palette The colors of Full Tilt are bright and made to stand out. Our palette was informed by the bold lights, sounds and tastes you’ll find in each one of our shop locations. They are on the hot side and are meant to make you both hungry and happy. We do allow some flexibility in the opacity when applied to supporting elements such as solid backgrounds, patterns and illustrations.
CMYK | 3C 100M 0Y 0K RGB | 228 2 140 PANTONE | PRO MAG C HEX | #e4028c
CMYK | 2C 20M 86Y 0K RGB | 249 201 63 PANTONE | 129C HEX | #f9c93f
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CMYK | 35C 0M 100Y 0K RGB | 178 210 53 PANTONE | 382C HEX | #b2d235
80%
60%
40%
Patterns Patterns for Full Tilt are lively, fun and all about ice cream. Patterns should be used to activate space and extenuate information whenever possible. Pattern application should be consistent in size and distribution within all collateral. Patterns should only be used with brand colors and in the bright tonal range previously discussed.
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Typography Our typefaces are handtouched and boldly authentic. They have a support our brand by visually supporting our tone of voice. Full Tilt Voice was designed specifically for our brand and is the primary typeface used across multiple applications. It should be applied to all headline copy, and always expressed in uppercase form. It should never be used on materials less than 4 inches square. HVD Poster should be used as a subheading in support of Full Tilt voice and in headlines on collateral less than 4 inches square. Filson Soft should always be used in subheadings in support of HVD Poster, and body copy when Full Tilt Voice is applied as a headline. Avenir Next Regular should always materials where body copy is required.
HVD Poster ABCDEFGHIJKLNOPQRSTUVWXYZ 1234567890!@#$%^&*
Filson Soft Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx yy Zz 1234567890!@#$%^&*
Avenir Next Regular 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!@#$%^&*
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Tone of Voice What sets our brand apart is how we interact with the neighborhoods our shops live in. We are not just a small business with great ice cream and endless hours of fun, we are that friend that friend who is always there to cheer you up and make you happy. To make sure we stay the go to spot for many years to come we’ve provided a few tips on how we can best represent our brand.
Be Positive. Use positive language and
affirmation statements. We know your smile and good attitude are infectious; why not share them?
Be Friendly. Say “Hi!” to everyone you
meet! The Seattle Freeze isn’t something we serve in our shops, so let’s make everyone feel welcome.
Embrace What’s Different.
Being different is what set’s us apart so don’t be afraid to express your creativity and the discover the creativity and differences in our neighbors.
Be Energetic. Bright lights, pinball
machines and sweet treats are our name sake. People come to us for a little excitements, so don’t be afraid to give it to them.
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Business Cards Loyalty Card Paper Goods Packaging Merchandise Website Advertising Environmental Graphics
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Business Cards
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Loyalty Card
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Paper Goods
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Packaging
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Full Tilt Brand Guidelines
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Merchandise
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Website Our website is a valuable resource for spreading our brand beyond the shop doors. It must be informative and easy to use, but with points of delight to excite our customers about our products.
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Advertising The brand is used to advertise for both print and web components. Custom illustrations should be used in brand colors and integrated with the primary brand typeface. Brand campaign: “Loud, Cold and Weird. Good Thing it’s Ice Cream.”
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Environmental Graphics
18'-0"
Our brand is translated into environmental graphics through the application of brand paint colors, bold graphics and neon lights. Exterior graphics are used to entice customers into the store through the use of bold punches of color and graphic window decals listing what customers can expet to find inside. The bright neon logo and sprinkles are a reflection of the vibrant lights of vintage arcade and pinball games.
BATHROOM OFFICE
BATHROOM
PINBALL AND SEATING
Supergraphics
KITCHEN
58'-5"
The interior graphics use the devolped visual style of messy ice cream scoops and unique typographic application to make the space feel fun and exciting.
40'-7"
SERVICE AND CASHIER
ENTRY
23'-11"
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8'-4 3/4"
Vinyl window graphics
Exterior Front Rendering
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Exterior Perspective Rendering
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Exterior Hanging Sign Rendering
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Interior Supergraphic Front Elevation
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Interior Supergraphic Perspective Elevation
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A student project by Catherine Cruse and Caitlin Willhoite.