Brand Manual & Guidelines 04.26.12
Step up & eat.
Our logo is simple and modern. The text has no space between the 2 words and is mainly used in 2 colors, but black and white options may be used in other cases.
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color We like brightuses colors at The Counter! Our The Counter orange and brown as the main brand mainly orange brown teal withand pair of uses colors for the brand.and A yellow, some accents. You canwhen use black andas white purple act as accents needed, well as when and appropriate, black white. but keep it cool.
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Pantone 165
R: 252 G: 96 B: 0 Hex: FF5F00
pMS 8601 R: 86 G: 73 B: 61 HEX: 56493D
PMS 124 R: 250 G: 185 B: 68 Hex: fab944
pMS 556 R: 197 G: 162 B: 40 HEX: 61A28C
PMS 269 R: 69 G: 33 B: 111 Hex: 45216F
Typefaces
Bebas is used at the primary font. The logo is in Bebas and has only one weight. Use for lead text and any main use of “The Counter�.
Avenir LT Std is to be used as a secondary font for paragraphs with lots of text. Menus and other print material will be in any weight of Avenir.
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BEBAS REGULAR
AVENIR LT STD HEAVY
abcdefghijklmn opqrstuvwxyz 0123456789 (,.!@$&*?")
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 (,.!@$&*?”) AVENIR LT STD ROMAN
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 (,.!@$&*?”) AVENIR LT STD LIGHT
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 (,.!@$&*?”)
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Imagery
At The Counter, we want our customer’s to eat with their eyes first. So we feature deconstructed burgers, sandwiches, & fries. Every ingredient is important to us, and we show how good each part really is.
Shapes
The Counter’s solo logo fits in a 1:5.5 rectangle. If the tagline is included, it should be attached to the bottom right corner at the appropriate X-height and in Avenir Light.
tagline
Our tagline plays on the name of the restaurant. We want our customers to be bold and to step up to the counter in The Counter, and order an unforgettable burger. All they have to do is step up!
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Taryn Katter 2012 Š