BRAND MANUAL
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Copyright 2015 Š by Rainbow Sign and Design Inc. All rights reserved. No part of this book may be reproduced in any form without written permission of the copyright owners.
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TABLE OF CONTENTS GO BEARS BRANDING
TABLE OF CONTENTS [ 06 - 07 ] BRANDING PHASES One, two, three
[ 08 ] WHAT MAKES YOUR BRAND UNIQUE
[ 11 ] YOUR BRAND Article
[ 12 ] UNDERSTANDING YOUR DEMOGRAPHICS Article
[ 14 THROUGH 58 ] GO BEARS MANUAL Demographics, specs, etc.
[ 16 - 17 ] METHODOLOGY Position, focus, solutions, traits, and strategy
[ 18 - 21 ] DEMOGRAPHIC ANALYSIS Your demographics
[ 24 - 29 ] CONVENIENT STORE SPECS Logo, color, mood board
[ 30 - 35 ] SOUTHERN EATERY SPECS Logo, color, mood board
[ 36 - 45 ] GENERAL SPECS Logo, color, tag-line, marks
[ 45 - 55 ] IDENTITY PIECES Vehicle graphics, employee uniform, name tag, packaging, menus
[ 56 - 61 ] RETAIL SUGGESTIONS Vehicle graphics, employee uniform, name tag, packaging, menus
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YOUR PERSONAL SALES CONTACTS
JEFF DANSIE
OUTSIDE SALES OFFICE: 1.435.586.0229
TIFFINEY CHRISTIANSEN
OUTSIDE SALES EMAIL: CELL : OFFICE:
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TIFFINEY@DECORWORX.COM 1.435.592.9452 1.435.586.0229
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GO BEARS BRANDING
TOLL FREE
WEBSITE
(888) 407.4467
decorworx.com
DIRECT OFFICE NUMBER
BLOG
(435) 586.0229
decorworxblog.com
FAX NUMBER
(435) 586.5619
facebook.com/Decorworx
ADDRESS TO MAIN OFFICE
244 N. Westview Dr.
pinterest.com/decorworx
Cedar City, Utah
SALT LAKE OFFICE
GOOGLE +
1850 W. 2100 S.
plus.google.com/decorworx
Salt Lake City, Utah
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PHASES
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PHASE 1 DIRECTION Information
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Phase one consists of gathering information to help align the brand. • Demographics- research is the gathering, evaluation and interpretation of data affecting the customers. New insights about attitudes, awareness and behavior of the end user often indicate opportunities for future growth. • Methodology- each proposed identity will have a method behind the visual images. • Mood Boards- help visually convey the methodology of the identity. • Logo Concepts- preliminary logos help the decision makers begin to understand the direction of the brand. • Tag lines a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors. • Typography- is a core building block of a solid brand. • Concepts for identity pieces- conceptual ideas to solidify the brand.
PHASE 2 IMPLEMENTATION Alignment
Phase two helps clarify the brand direction. The collaboration involves the entire team including sales and designers who communicate with key decision makers to agree on a solid, shared understanding of the brand. The team will make adjustments to Phase 1 to ensure that the new identity hits the target demographic and brand position. • Additional Questions to Explore: • Do you feature any local products? • What excites your customer? • What are the ideas that drive your company? • What is your most marked characteristic? • What makes you different from other C-stores? • What would you like to become?
PHASE 3 FINALIZATION Deliverables
After the investigation and analysis are complete, the deliverables are designed. The brand manual will specify the uses of the brand in many applications such as: photography, uniforms, business cards, packaging, advertising, and signage.
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DESIGN PHASE’S ONE, TWO, THREE
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WHAT MAKES YOUR BRAND UNIQUE GO BEARS BRANDING
WHAT MAKES YOUR BRAND UNIQUE? It is imperative to understand who you are and what sets your business apart from everyone else. By thoughtfully defining your business, you can differentiate your store from your competition. Creating a strong brand identity will help the shopper think of your store first. Even if your store has been around for 100 years, it is still important to understand your story about who you are and what makes you different. Who Are You: The standard answer may be “a grocery store” or “a retailer”, but it is important to know what your business is all about. Having a well defined story lets all those associated with your business, whether it be an employee, a vendor or a distributor understand your company so everyone can help you drive your business forward. This clarity will help you target your efforts more clearly to communicate to your customer more effectively. Remember that the shopping environment is constantly changing and you need to change with it. What is Unique About Your Store: What are the unique PODS (points of differentiation) or products in your store? Are you known for your freshly ground beef or specialty breads? It’s no longer sufficient to be just a grocery store. If you can not select any areas that make you unique, then it’s time to start. According to Progressive Grocer, May 2011 “The strides achieved by the supermarket industry in recent years in moving from a product-centric to a customer-centric approach have brought forth notable transformation of food retailers from basic purveyors of food and household necessities, to sophisticated providers of quality products, intuitive services and affordable solutions”. Steven Burd, CEO of Safeway, is quoted in saying “a brand, in its simplest terms, is a consumer promise, one that the consumers know about, and consistently delivered. While we knew that the content of the store was a piece of that, another piece….was have a new look and feel (for) the stores themselves.” Again, the questions are “who are you” and “what is unique about your store”.
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THE JOB OF YOUR BRAND GO BEARS BRANDING
THE JOB OF YOUR BRAND BUILDS TRUST
INCREASES CREDIBILITY
COMMUNICATE
RAISE CONFIDENCE
MAKE YOUR BUSINESS MEMORABLE
STAND OUT FROM THE COMPETITION
You want to inspire your customers to trust you and your company. You want to make sure that you communicate that your company delivers on its promises. If you state that you have Fresh Produce then make sure that your store does indeed carry fresh produce.
Your designs should assure your clients that you are an expert in your field. Convey in a clear manner that you are consistent and established.
You need to tell your unique story. Determine how you are different from your competition. Help your customers understand why they should shop your store verses the competition.
Having a brand that looks great can build the confidence of your shopper. The environment can help your customer feel at ease with spending money in your store.
60% of the people remember the things they see. They should remember your store so that they will choose to shop your store over the competition.
Your look and feel should be polished, professional, unified and consistent. You need to determine your POD’s (point of differentiation). In other words, what makes your store unique?
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UNDERSTANDING YOUR DEMOGRAPHICS GO BEARS BRANDING
UNDERSTANDING YOUR DEMOGRAPHICS One of the current buzzwords in the grocery industry is “demographics.” But what does it mean and how can it apply to you? Today, we will explain to you what demographics are and how to use them to your advantage. A demographics study is a statistical analysis of your area’s population. You can use this information to help understand your existing and potential customers. Demographics allow you to target specific groups with the look, feel, and marketing of your company. It also allows you to make the proper adjustments for the future to increase your sales. Demographics study your location, target audience, and current audience. They are important to help you identify characteristics in your population to determine who you are trying to reach with your marketing and advertising. Using that information, you can adjust your image and techniques to match the consumer. For instance, if you live in an area with a large baby boomer population, you would want to include retro or vintage feeling signage that is repeatable to them and makes your store feel “fresh.” Using demographic data helps you build a customer profile. This means you can learn as much as possible about your customer in order to provide a suitable environment for them. Demographics are essential to a redesign or remodel of an existing or new store. When you target your customers correctly, it can make the difference between choosing your store over the competition. Demographics will help move your store into the future by creating a long-lasting, sustainable image. When you hire Decorworx to design your store, we will provide you with a demographics sample and design that reflects your target audience.
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GO BEARS BRAND MANUAL
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METHODOLOGY
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GO BEARS IS A BRAND THAT ATTRACTS ACTIVE CUSTOMERS WHO VALUE CRAFTSMANSHIP AND ADVENTURE IN THE OUTDOORS.
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METHODOLOGY
GO BEARS BRANDING
Position
FOCUS
CREATIVE SOLUTIONS
PERSONALITY TRAITS
CUSTOMER STRATEGY
Adventure and the enthusiasm to explore! Introduction of elements that the customer identifies with from outdoor sports such as fishing and hunting, influences the feeling of adventure in the wild outdoors. Go Bears is a store that encourages customers to pick up items from the C-store and the Southern Eatery. The design strikes a balance to linger in the store if the customer has time. It also lends itself to those who are in a hurry, they can find their product quickly get what they need. Go Bears brand is positioned above average C-stores in the area in order to entice their target demographic.
The C-store will be at a level where the targeted demographic will feel comfortable. They will have a sense of the value in the products and the excitement and pride that Go Bears has towards its community. The brand will be relevant to the demographic.
Go Bears will introduce woods and iron into different areas of the C-Store and Southern Eatery in order to bring in a sense of friendliness and quality to the product. By using elements from the outdoors, the identity introduces items that the customer will identify with such as various kinds of woods, brown paper packaging, natural textures, etc. The design has a mix of modern and historical pieces to bridge the gap, so that the store will feel updated, but also gives a nod to history. The look and feel of the store will also have a masculine undertone with a sense of adventure. The atmosphere will show the pride of Go Bears in the community. The C-store will be stop on the way to work, but also on their way to explore.
• • • • • • •
Active Lifestyle Outdoors Masculine Quality Craftsmanship Straight Forward Simplistic
• • • • •
Comfortable Detail Orientated Structured Knowledgeable Pride
Go Bears makes its customers feel comfortable and energized.
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DEMOGRAPHIC ANALYSIS
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DEMOGRAPHIC ANALYSIS
GO BEARS BRANDING
LOCATION
RACE
FAMILY DYNAMIC
GENDER
OCCUPATION
AGE GROUP
EDUCATION
Location to be targeted is in Southern Louisiana. Primarily in smaller towns with a population under 50,000 residence.
Two races that are primarily targeted are Caucasians (63.5%) and African Americans (32.4%).
Go Bears customer’s family dynamic consists of those who are living alone and or single (25%) with a few customers who have young children.
Men are the targeted demographic for Go Bears (48.9%).
The targeted demographics occupation is primarily blue collar. With an average travel time to work around 25 minutes.
18-34 year old men are those best suited for Go Bears target customers (22.8%).
Average eduction level of the target demographic is a high school education or less (77%).
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DEMOGRAPHICS
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RESIDENCES OF LOUISIANA
4,625K RACE PERCENTILE
63.5% WHITE
32.4% AFRICAN AMERICAN
4.1%
34.5% 25%
FAMILY DYNAMIC
3.16%
16.6%
NO HUSBANDS PRESENT
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OTHER
LIVING ALONE
HOUSEHOLD WITH KIDS
FAMILY SIZE
GO BEARS BRANDING
GENDER WORK TRAVEL TIME
48.9% MEN
24.9 MIN.
51.1%
MEAN TRAVEL TIME TO WORK
WOMEN
28.6%
1-17 YEARS OLD
AGE GROUPS
51.4
22.8%
%
18-34 YEARS OLD
35+ YEARS OLD
BACHELORS DEGREE OR HIGHER %
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EDUCATION LEVEL BELOW HIGH SCHOOL EDUCATION
HIGH SCHOOL EDUCATION
55%
22%
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GO BEARS CONVENIENT STORE SPECS
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GO BEARS C-STORE SPECS GO BEARS BRANDING
FULL LOGO
Within the C-store the logo with the bear on top is to be used. The bear can be separated from the main logo. The bear is only to be separated from the logo when the bear is used to highlight Go Bears merchandise. When combined with the logo the bear can not be adjusted with proportion or spacing. The logo typography is not to be to be adjusted including its kerning and leding within the letters.
COLOR PALETTE
Go Bears color pallet specifically for the gas station and C-store have a neutral color pallet with a spot color of red. The red is to be used in specific locations as to draw attention or create interest. The red spot color is to be used where local sports teams are highlighted.
TAG LINE 1
“Explore Your Wild Side” is used in the C-store with products that encourage outdoor activities. TAG LINE 2 “Fuel Your Wild Side” is used within the gas pump vicinity and advertisements promoting fuel and auto merchandise.
LOGO MARK
The bear is only to be separated from the logo when the bear is used to highlight Go Bears merchandise.
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GO BEARS C-STORE SPECS GO BEARS BRANDING
REG. BLACK PANTONE-
DRK BROWN PANTONE-
LT BROWN PANTONE-
DRK RED PANTONE-
C-100 M- 100 Y- 100 K- 100
R- 113 G- 111 B- 114
C- 51.47 M- 74.65 Y- 76.65 K- 74.7
R- 54 G- 113 B- 108
C- 10.88 M- 15.82 Y- 32.22 K- 0
R- 108 G- 188 B- 183
C- 24.75 M- 99.95 Y- 98.58 K- 21.01
R- 241 G- 88 B- 36
DRK GRAY PANTONE-
BROWN PANTONE-
GREEN PANTONE-
PAPER PANTONE-
C- 67.76 M- 61.84 Y- 58.06 K- 45.66
R- 185 G- 182 B- 184
C- 45 M- 73.07 Y- 76.6 K- 59.04
R- 108 G- 188 B- 183
C- 61.76 M- 56.62 Y- 69.34 K- 47.87
R- 240 G- 136 B- 40
C- 0 M- 0 Y- 0 K- 0
R- 0 G- 0 B- 0
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C-STORE MOOD BOARD GO BEARS BRANDING
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GO BEARS SOUTHERN EATERY SPECS
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SOUTHERN EATERY SPECS GO BEARS BRANDING
LOGO
When displaying or marketing items for Go Bears Southern Eatery this logo is always to be used. Southern Eatery is the tag line that needs to be displayed. When using the Go Bears Southern Eatery logo the bear is not to be present on the top of the logo mark. The bear in the hexagon is to be used in various applications as the main identifying mark.
COLOR PALETTE
Southern Eatery’s color palette consists of neutrals and woods. Strong or bright colors are not to be used in conjunction with the Southern Eatery brand.
TAG LINE 1
“Feed Your Wild Side” is to be displayed with food items that are advertised or displayed.
TAG LINE 2
“Engaged Your Wild Side” is to be used for alcoholic beverages that are advertised or displayed.
GRAPHIC
Within the Southern Eatery the bear located inside of the hexagon is the primary logo mark. The bear within the logo never should change proportion or size within the hexagon.
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SOUTHERN EATERY SPECS GO BEARS BRANDING
REG. BLACK PANTONE-
DRK BROWN PANTONE-
LT BROWN PANTONE-
DRK RED PANTONE-
C-100 M- 100 Y- 100 K- 100
R- 113 G- 111 B- 114
C- 51.47 M- 74.65 Y- 76.65 K- 74.7
R- 54 G- 113 B- 108
C- 10.88 M- 15.82 Y- 32.22 K- 0
R- 108 G- 188 B- 183
C- 24.75 M- 99.95 Y- 98.58 K- 21.01
R- 241 G- 88 B- 36
DRK GRAY PANTONE-
BROWN PANTONE-
OLIVE GREEN PANTONE-
PAPER PANTONE-
C- 67.76 M- 61.84 Y- 58.06 K- 45.66
R- 185 G- 182 B- 184
C- 45 M- 73.07 Y- 76.6 K- 59.04
R- 108 G- 188 B- 183
C- 61.76 M- 56.62 Y- 69.34 K- 47.87
R- 240 G- 136 B- 40
C- 0 M- 0 Y- 0 K- 0
R- 0 G- 0 B- 0
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SOUTHERN EATERY MOOD BOARD GO BEARS BRANDING
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GO BEARS GENERAL SPECS
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GENERAL SPECS
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FULL LOGO
A
B
There are three different logo signatures. The first logo (A) with a the bear on top of typography is to be used for C-Store branding. The second logo (B) with the bear in the hexagon is to be used in conjunction with Southern Eatery’s branding. The third logo (C) is to be used sparingly. It is to be used with advertisements that are sent out or large signage. This logo is never to be presented under 5” in order to keep the readability of the logo strong.
TAG LINE 1
When combined with the main part of the logo the text is streamlined to one type face.
TAG LINE 2
If a tag line is to stand alone “wild” is to be distinct in order to create interest and highlight a specific product or service.
GRAPHIC
The bear is the main brand signal for Go Bears. It can be used in different applications, such as combined with the logo or it can stand alone. The bear is to always stay at this portions with all of the characteristics in tack such as the tail, and negative space embellishments.
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C
BRANDING SIGNALS
GO BEARS BRANDING
GRAPHIC 2
The bear can be applied with a 6 point hexagon as an additional brand signal. The hexagon bear can stand alone on product and identity pieces within the stores location. There are two options with graphic 2, the hexagon with an outline and the hexagon with the solid backer.
GRAPHIC 3
Slash marks are to be used sparingly in order to highlight a area within the store, or add interest within an advertising piece. The slashes are not to be used alone, the main Go Bears logo needs to be near when on advertising pieces.
TAG LINE OPTIONS
Depending on the usage various tag lines can be adapted. “Explore Your Wild Side” is the primary tag line. “Fuel Your Wild Side” can be used on exterior gas pumps, “Feed Your Wild Side” can be used within menus and food items. “Engage Your Wild Side” is to be used with alcoholic beverages. Southern Eatery is always to be combined within the restaurant section of the store.
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BRANDING SIGNALS
GO BEARS BRANDING
HEXAGON
This 6 point hexagon has been customized in order to fit the Go Bear brand. When using hexagons within different identity pieces or brand uses the proportions need to match those shown here. The hexagon can be used in two ways; as a thin outline and a solid background.
SIMPLIFIED SHAPES
When using other graphics the shapes need to be simplified and straight forward. Lines are minimal, and the use of negative space is very important to create unity within different icons.
GEOMETRIC SHAPES
Geometric shapes are encouraged to be used. Geometric shapes that are slightly modified will fit best within the Go Bears brand.
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TYPOGRAPHY
GO BEARS BRANDING
Gill Sans - Light
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz 1234567890@#$%&*()>? Gill Sans - Regular
Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz 1234567890@#$%&*()>?
Gill Sans - Semi Bold
Semi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz 1234567890@#$%&*()>?
Gill Sans - Bold
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz 1234567890@#$%&*()>?
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PHOTOGRAPHY
GO BEARS BRANDING
PHOTOGRAPHY
The photography displayed within and in conjunction with the Go Bears branding needs to consist of neutral colors. Detailed & macro shots are encouraged as to highlight texture. Photos containing outdoor activity’s are also to be used such as fishing, hunting, etc..
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GO BEARS BRANDING
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MATERIALS
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REFINED WOOD PANELS
Refined wood panels can be used though the Go Bears locations such as the counter-tops, wall decor and outdoor signage.
BROWN PAPER
Brown paper/cardboard is to be used with certain packaging items.
METALS
Dark metals are to be used throughout the decor of the store. It is encouraged to use an iron or bronze look on chairs, tables and lighting.
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MATERIALS
GO BEARS BRANDING
METALS
Rustic metals are to be used sparingly through the location. It is important to display textured metals in some areas in order to create an outdoor atmosphere.
ROUGH WOOD Using woods that are not refined and show texture is encouraged. The texture is to be used sparingly.
CHALK BOARD
Chalk Board is to be used in areas where specials and specific products are highlighted.
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IDENTITY PIECES
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VEHICLE GRAPHICS
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VEHICLE GRAPHIC 1
The Go Bears logo needs to be present on company vehicles. Vehicle Graphic 1 is a small version that can be used.
VEHICLE GRAPHIC
The vehicle graphic that is to be displayed needs to have the Go Bears logo, the bear within the hexagon and Online information.
GAS TRUCK
When addressing larger vehicles the bear within the hexagon needs to be large. The Go Bears logo needs to be present on the vehicle but does not need to be next to the hexagon.
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EMPLOYEE UNIFORM GO BEARS BRANDING
CREW SHIRT
T-Shirts are a dark gray. The back of the t-shirts needs to have the Go Bears hexagon printed onto the back with a tag line accompanying it. A name tag is always to be worn on the front of the uniform.
APRON
The apron that is apart of the employee uniform needs to consist of more casual materials such as jean and leather. CHAD S.
NAME TAG
Name tags are always to be worn. When paired with the apron or t-shirt it needs to be display on the upper portion of the uniform.
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EMPLOYEE UNIFORM GO BEARS BRANDING
Uniform: Belt Buckle This Fish Hook Leather Belt from Vineyard Vines features a unique fish-hook shaped belt buckle. The svelte dark brown belt is made of 100 percent fine Italian leather, and the fish book is handcast from solid brass.
Uniform: Belt Buckle 2 Custome belt with Go Bears signiture “Wild” typography.
Uniform: Pants T-shirt and belt buckle paired with jeans.
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PROMOTIONAL PIECES GO BEARS BRANDING
Promotional: Sticker 1 A set of stickers that can be given to customers to raise brand awarness through the community. Stickers can be used to stick on windows, promotional pieces, any thing that is traveling throughout the community.
Promotional: Sticker 2 A set of stickers that can be given to customers to raise brand awarness through the community. Sticker set 2 has Go Bears “Wild Side� typography placed on the bottom on the sticker.
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PACKAGING
GO BEARS BRANDING
HOT TO GO PACKAGING
Containers for hot food will always need to be paired with a wrap that encompasses the entire package. On the top of the wrap a description of the food and price need to be written. The wrap is to be printed on a brown substrait.
CONTAINER 2
When packaging soup, or other items that would normally be packaged within a bowl a label needs to be printed onto the top of the container. Also the bear within the hexagon needs to be printed on the side.
SHOPPING BAGS
Shopping bags that are to be used are printed brown paper bags. All Go Bears gas station and southern eatery items are to be placed within this bag.
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gobears.com -
PACKAGING
GO BEARS BRANDING
DRINKING GLASSES
Glasses that are to be used for drinking that stay within the eatery will need to be printed with dimensional white ink.
CONDIMENTS
Condiments are to be displayed within glass bottles and printed with dimensional white ink.
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PRINTED MENU
GO BEARS BRANDING
PRINTED MENU
Go Bears Southern Eatery menu is 8.5” x 8” publication. The layout is simplistic and straight forward. The use of dynamic photos is the focus of the publication.
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DIGITAL MENU
GO BEARS BRANDING
DIGITAL MENU Photos are the main focus for the menu board in order to catch the eye of a customer walking by.
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RETAIL DECOR SUGGESTIONS
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RETAIL DECOR SUGGESTIONS GO BEARS BRANDING
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Signage [ Details ] Indicate eating areas with simplistic icons
Signage [ Way Finding ] Bring highlights to specific areas inside and outside
Table Top Reclaimed wood with iron accents.
Table Top Reclaimed wood with iron accents.
Signage [ Way Finding ] Hanging way finding signage paired with wood texture.
Decor [ Wall Decor ] Bold colors for at least one wall.
RETAIL DECOR SUGGESTIONS GO BEARS BRANDING
Gas Pumps Introducing some reds into the pumps working in harmony with the neutral colors
Decor [ Wall & Counter materials ] Red in contrast with the wood panels on cabinets.
Decor [ Wall Accents ] Chalk boards hanging on walls to highlight specials or products.
Decor [ Carry Out Bag ] Wood table tops and seats
Decor [ Seating Areas ] Wood table tops and benches paired with iron details.
Decor [ Lighting ] Directed lighting above the cash registers.
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RETAIL DECOR SUGGESTIONS GO BEARS BRANDING
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Decor [ Wall Accents ] Chalk boards hanging on walls to highlight specials or products.
Building Natural wood elements displayed on the outside of the building
Signage [ Way Finding ] Signage indicating restrooms, break areas etc..
Signage [ Way Finding ] Hanging signage by pumps and out side of building
Decor [ Wall ] Logo displayed on open wall.
Signage [ Center Store ] Hanging signage displaying promotional or sale items.
RETAIL DECOR SUGGESTIONS GO BEARS BRANDING
Table Tops
Decor [ Wood Cabinets] Wood paneling on the outside of cabinets
Signage [ Outdoor ] Information displayed on the outside of buildings.
Decor Wood elements incorporated to the structure of the building.
Decor Wood elements incorporated to the structure of the building.
Decor [ Wall Accents ] Chalk boards hanging on walls to highlight specials or products.
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