STAY AWESOME After all the hard work put into making a cohesive brand design we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps your brand looking professional and consistent.
THE TAVERN STORY There are places you can have a drink...and then there are taverns. Throughout history, the neighborhood tavern has drawn people together from a variety of backgrounds and interests. As places of refreshment, entertainment and connection, taverns are where cups are filled, stories told, ideas swapped, and friendships forged. Ours is a modern interpretation of the classic gathering place, founded on the timeless tradition of coming together over delicious food and drinks, and drawing inspiration from the authentic charm and everyman appeal of the game’s greatest ambassador—who also called Tradition home. Tavern at Tradition honors Arnie’s warm, welcoming style with cuisine and cocktails that are both satisfyingly familiar and comfortably upscale. The preparations are skillfully straightforward in approach, pairing nicely with The Tavern’s relaxed, energetic feel and genuine sense of hospitality – a tribute to Palmer’s approach to life…well played.
PRIMARY LOGO The Tavern’s primary logo consists of a simple, modern mark that strikes a harmonious balance between a rustic concept and elegant aesthetics. The logo juxtaposes two capitalized letter T’s, representing the Tavern and Tradition respectively. The mark forms a clean and continuous ‘T’ icon reminiscent of a branding iron, a cue taken from our Spanish Hacienda heritage and a nod to the ranches of that era. The symmetry of the logo is intended to balance both past and present by reflecting two sides of a ‘T’ along a centerline, acknowledging the rich history of Tradition and the progressive evolution that the Tavern represents. A slight asymmetry in the mark is characterized by a difference in the serif, intended to match the font of the overarching brand (and the typeset below the mark), and resembles a sort of mischievous crooked smile—acknowledging the casually refined approach embodied by Arnold Palmer and the fun atmosphere created by the Tavern at Tradition.
MINIMUM SIZE The smallest the logo should be represented is 1.5” tall.
This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify the website, social media presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
SECONDARY LOGO The Tavern’s secondary mark can be used in place of the primary logo. This should never be used directly next to the primary logo. The secondary logo can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the secondary logo could be used as a mark on a menu, cocktail napkin, matchbook, playing card, or pen.
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COLOR USAGE T
B. x
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T
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T
T
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To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
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T
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CLEAR SPACE
T
There are a few different ways to use the logo in color. The primary logo can be used in black or color on a white background (A and C). On a dark background, use the logo in white or color (B). On a colored background, the logo can be black or white (D).
x
The minimum clear space is defined as the height and width of the T for the logo. This minimum space should be maintained as the logo is proportionally resized.
PHOTO BACKGROUND There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type aren’t obstructed by the image. TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps make the text more readable.
X
A. Don’t rotate the logo.
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B.
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B. Don’t squash or stretch. C. Don’t place elements in the logo clear space. D. Don’t resize any part.
UNACCEPTABLE USAGE
E. Don’t rearrange parts or
A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way — that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER ever consider using the logo.
create compositions that are not
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D.
E.
F.
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already provided. F. Don’t remove parts. G. Don’t use off-brand colors. Reference Color Usage section. H. Don’t add dropshadows or other text styles. I. Don’t contain the logo in a box when used on a background.
TYPOGRAPHY
THE TAVERN AT TRADITION The Tavern exists to provide its members an ideal social environment for interaction & inspiration. We’re here to play host to bright minds with big ideas, provide an atmosphere that’s simultaneously stimulating and relaxing, and offer cocktails, cuisine and culture worthy of discussion. A few things to keep in mind. Gentlemen, be gentlemen. Ladies, be ladies. Everyone, be social but polite. Speak at a volume you would in your living room, not a football game. Talking business is welcome. Pitching business is not.
HOURS OF OPERATION Tue - Sun : 11am - Last Call
Typography is a powerful brand tool when used consistently. These set typefaces best represent the modern, elegant and casually refined feel of the brand and should be used across all print & web applications.
TRAJAN PRO
TRAJAN PRO
Use for headlines UPPERCASE
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
ACUMIN PRO CONDENSED
ACUMIN PRO CONDENSED
Use for sub headlines UPPERCASE
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
GILL SANS
GILL SANS
Use for body copy Sentence Case
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
DARK NAVY CMYK: 86, 72, 57, 69 RGB: 16, 31, 41 Hex: 101f29
COLOR PALETTE Color is an integral part of the Tavern brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but the palette also serves a psychological purpose by communicating an upscale, yet down-to-earth and welcoming feeling. The warm natural tones enhance the welcoming appeal of the brand. Color psychology suggests brown is comfortable and deeply connected to home, while navy conveys luxury and relaxation — all feelings members should have about the Tavern.
RUSTIC LEATHER CMYK: 29, 55, 72, 10 RGB: 169, 117, 85 Hex: a97555
PONDEROSA CMYK: 54, 30, 47, 3 RGB: 126, 149, 136 Hex: 7e9588
SALTON CMYK: 3, 4, 7, 0 RGB: 243, 238, 232 Hex: f3eee8
FINAL COMMENTS While the consistent application of these brand guidelines is required across all activations, they are intended to support a certain degree of creative freedom. By referring to this guide, we can always ensure the Tavern at Tradition brand looks its best.
Š tradition golf club 78505 old avenue 52, la quinta, ca 92253