BRANDBOOK
fall 2012 tara gerke
Company Overview The Charleston is the only dance and dessert bar of its kind. It has the grandeur of classic Hollywood with the relaxed environment of a wine bar. We host free swing dance classes and serve spiked milkshakes, wine by the glass and gourmet desserts. The Charleston has something for everyone. All you have to do is show up!
TargetAudience Our primary target audience consists of young adults in the Bryan-College Station area who want an atmosphere where they can relax with friends other than the typical bar scene. Our secondary audience consists of the Bryan-College Station locals are looking for a relaxing, fun night out.
Mood Board The Charleston was inspired by classic musicals, especially by the party scenes in “Singing in the Rain.� Our aim was to bring back the old-time party feel and provide people with a relaxing and fun night on the town.
Grandeur Relaxing Spectacular
Logo Inspiration While designing The Charleston’s logo, we reviewed other company’s logos that had a similar purpose to ours. We also reviewed vintage logos that we considered strong marks. Overall, we were most inspired by those that combined the company name and mark.
Logo Sketches In our preliminary sketches we considered the logo inspiration and tried various ways to create a mark from the company name. These sketches are minimalistic drafts that focused on the general shape and placement of typography.
Logo Digital Drafts These digital drafts expanded greatly upon the sketches by trying various text placements within a circle. Multiple typefaces and shapes were used to provide options before narrowing down our ideas to the exact style we wanted.
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Final Logo The Charleston’s final logo incorporates the company name in a distinguishing shape. The logo uses a single color so it can be used without competing on colorful collateral.
Fonts Lobster was chosen as the primary font because it has a decorative, vintage appeal, but it is still very clean. Futura Book is a nice, clean-cut, sans-serif that complements the Lobster font. The collateral fonts were chosen because they fit the theme of the company well and worked nicely with the logo.
Primary Font Lobster 1.4
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Secondary Font Futura Book BT
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Collateral Font Leitura Display Swashes
Aa
ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz
Collateral Font Helvetica Condensed No. 57
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Color Palette The Charleston’s color palette was based off of various vintage color combinations. We wanted to vary the colors on the collateral since the logo only uses one color.
PANTONE 714 C C:0, M:27, Y:55, K:0
PANTONE 110 C C:0, M:12, Y:100, K:7
PANTONE 1797 C C:0, M:100, Y:99, K:4
PANTONE 3268 C C:90, M:0, Y:49, K:0
PANTONE 668 C C:65, M:64, Y:0, K:30
PANTONE 5395 C C:100, M:44, Y:0, K:6
PANTONE 433 C C:33, M:3, Y:0, K:95
Business System The business system uses the color from the logo to keep the stationary consistent. The business card actually folds into a card with the top right image of the card as the outside, and the bottom right image as the inside. A sticker of The Charleston’s logo is used for sealing the envelope. The stationary should be printed on parchment paper.
September 24, 2012 Mr. Justin Barnes Executive Officer Legendary Dance 1205 Walnut Oak Houston, Texas 77018 Dear Mr. Barnes, 123 Villa Maria Rd. Bryan, Texas 77008
Tara Gerke 979.731.7792 www.thecharles ton.com hello@charles ton.com
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam ornare dictum ligula. Maecenas elementum suscipit nisl. Cras imperdiet leo ac felis dictum luctus. Pellentesque odio nisi, accumsan nec, scelerisque sed, consectetuer nec, justo. Sed tortor sapien, suscipit id, pulvinar vel, elementum id, lorem. Nullam consectetuer risus sit amet nibh. Vestibulum consectetuer, quam vitae euismod volutpat, magna magna consectetuer dui, et a ccumsan magna dui non nibh. M orbi adipiscing c onsequat e rat. V ivamus q uis massa eget orci fermentum laoreet. Morbi posuere purus. Duis feugiat lacus vel nisi. Aliquam ipsum felis, pretium sed, vehicula vel, dictum eget, nibh. Morbi turpis nulla, luctus viverra, pretium in, suscipit vitae, purus. Sincerely, Tara Gerke The Charleston Owner
123 Villa Maria Rd. Bryan, Texas 77008 254.541.7456 • thecharlesston.com • hello@thecharleston.com
Advertisements The ad series was predominantly inspired by Blanca Gomez’s imagery. We wanted to create a modern vintage style by implementing grunge textures with clean cut vector graphics. Our aim was to draw in the viewer’s curiosity with “catchphrases” where they could then read the ad for more information about The Charleston.
Artwork by Blanca Gomez
Advertisements The ad series was predominantly inspired by Blanca Gomez’s imagery. We wanted to create a modern vintage style by implementing grunge textures with clean cut vector graphics. Our aim was to draw in the viewer’s curiosity with “catchphrases” where they could then read the ad for more information about The Charleston.
Billboards The billboards use shorter variations on the company tag lines to draw the driver’s attention. The billboard imagery is consistent with the advertisement imagery to keep brand continuity.
T-shirt This T-shirt is available at The Charleston for customers to purchase. We used the icon and tag line from the ads for the back of the T-shirts with a small logo on the front.
Website Our website is clean and user friendly. The images are links to information about each of the provisions the company offers. The navigation at the top stays on every page.
Menu The Charleston Dessert Menu is elegant, simple, and organized so customers can easily find what they want. There will be a dessert tray on display in the restaurant for customers to see the desserts before ordering. size: 8.5x14�
Thank you! Thank you for viewing our brand book! We hope you will find time to stop by soon. We are located off Villa Maria in Bryan, Texas. Hours: Sunday-Wednesday: 5pm-12am Thursday-Saturday: 5pm-2am