BRAND IDENTITY GUIDE 2019
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TABLE OF CONTENTS INTRO PROJECT BRIEF DESIGN OVERVIEW BASIC ELEMENTS COLOR T YPOGR APHY LOGO STATIONARY SIGNAGE USER INTERFACE TABLET PHONE
1 3 4 5 7 8 9 15 23 31 33 34
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Welcome to the Black Sheep brand book. We have made a guide and source of inspiration for anyone taking part in any visual communications for Black Sheep. In this book, you will be walked through the process, and outline of the basic elements that convey Black Sheep’s identity and personality. This guide is given to help maintain a consistent look and feel for Black Sheep throughout all mediums and applications.
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P ROJ E CT B RI E F Black Sheep is a distillery producing whiskies and other alcohols using locally and internationally sourced ingredients. With roots in DIY culture, Black Sheep’s mission has always been to build a community that feels like home for family, friends, and strangers. Having been a company for over 90 years, our goal as well as theirs is to build off what has been accomplished thus far. Make something dynamic, authentic, and timeless.
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D ES I GN OV E RV IEW The overall design of the Black Sheep should pay homage to its roots and the time in which it was established while also reflecting modern design. The goal is to find a middle ground between a modern and vintage look. A reapporopriation of timeless classics. In addition to this the branding should stand out from its over saturated competition, thus being dynamic, authentic, and timeless.
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The following pages will guide you through the basic elements that make up Black Sheep. Within these elements you will find the tools necessary in remaining consistent with the brand and its design. The elements making up the brand include: - color - typography - logo design
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COLORS Our logo is made up of two main colors typically used by themselves, and a secondary color. The color palette we have made is meant to be a nod to both vintage colors and tones, while staying modern and sophisticated.
R: 243 G: 238 B: 227 C: 4 M: 4 Y: 9 K: 0 #F3EEE3
R: 25 G: 23 B: 24 C: 72 M: 68 Y: 65 K: 79 #191718
R: 254 G: 255 B: 254 C: 0 M: 0 Y: 0 K: 1 #FEFFFE
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T Y P OGR A P HY The typeface chosen for Black Sheep is Expressway. A modern sans-serif with a vintage touch; striking a perfect balance of old and new.
EXPRESSWAY EXTRABOLD
Aa
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,.?!
ORIGINAL T YPE
MODIFIED T YPE
BLACKSHEEP
BLACKSHEEP * Kerning and tracking has been adjusted .
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SY M BO L The idea behind the symbol with in the logo was to pay homage not only to Black Sheep, but to the era it is from. The style of the illustration, while not directly taken from 20s-70s drawings, is a direct reflection of the time period Black Sheep was founded. The style of the illustration also creates contrast within the logo, being the typeface is more rigid and geometric. As for the symbol being a sheep, this is a direct reflection of the company’s name. In addition to this, the direction of the sheep is a reference to the company constantly moving forward and growing.
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G R AYSCA LE + R ATIO
3 1/2x
1/2 x x 1/2 x 2/3 x
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M ASTE R LO GO Below is the master variation of the logo. There are no other variations, except for use of the symbol on its own in various applications; subject to review.
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D ON’ TS Distort
Gradients
Don’t sqaush or stretch logo. Don’t add any gradients.
Adjust Spacing
Alternate Layout
Don’t adjust ratios of logo.
Don’t change the layout of logo.
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CL E A R SPACE + SCALE Clear Space 1/8 x
1/8 x
0.625 in.
Min. Scale
1 in.
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LOG O I N ACT I ON
TOTE BAG
APRON
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Stationary refers to various manufactured writing materials including anything from paper, writing tools, envelopes, and other office supplies. The stationary set designed for Black Sheep includes a letterhead, business card, envelope, CD disk and cover, as well as a folder.
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L E T T ERHE A D 1.1 in.
0.24 in.
3.31 in.
3.31 in.
BLACK SHEEP D I ST I L L I N G C O.
1.84 in.
0.6in.
1121 N Main St Las Vegas, NV 89104
0.22 in.
0.4 in.
702.725.1121 hello@blacksheep.co
0.22 in.
0.4 in.
blacksheep.co IG: blacksheep.co 0.3 in.
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B u s i ne s s Card 0.39 in.
Brendan Clark Distillery Operator
BLACK SHEEP
702.725.6962 lee@blacksheep.co IG: lee.blacksheep
1.23 in.
0.73 in.
1121 N Main St Las Vegas, NV 89104
D I ST I L L I N G C O. 2.04 in.
3.5 in.
0.39 in.
I N G C O.
1.23 in.
SHEEP
0.2 in.
702.725.6962 lee@blacksheep.co IG: lee.blacksheep
2 in.
0.18 in.
Brendan Clark Distillery Operator
0.2 in.
1121 N Main St Las Vegas, NV 89104 0.39 in.
0.75 in. 1.42 in.
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E nvel o p e 0.26 in.
D I ST I L L I N G C O.
0.25 in.
Black Sheep Distilling Co 1121 N Main St Las Vegas, NV 89104
0.06 in.
4.125 in.
BLACK SHEEP
Coors Brewing Co 13th St & Ford Street Golden, CO 80401
0.25 in.
0.74 in.
0.28 in.
4.15 in.
4.15 in.
1.2 in.
9.5 in.
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CD Di s c + Cove r
BLACK SHEEP
4.57 in.
0.68 in.
4.75 in.
2.1 in.
1.34 in.
D I S T I L 3.46 L Iin.N G C O .
4.75 in.
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Fo l d e r
BLACK SHEEP D I ST I L L I N G C O. 3.94 in.
12 in.
2.57 in.
2.34 in.
0.95 in.
9 in.
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STAT IO NA RY S ET
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Sigange is another important part of the nrading for Black Sheep. Signage for a company can include anything from their main entrance to any sort of informational signs. The signs designed for Balc Sheep are as follows: main entrance, way finding, educational, sidewalk, and a billboard.
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BLACK SHEEP
2 ft
M AI N E NT R A NCE
D I ST I L L I N G C O. 5 ft
5 ft 10 in
10 ft
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D IR E CT I O NA L
DISTILLATION 1
5 ft 10 in
TASTING ROOM
4 in
DISTILLATION 2
1 ft 5 in
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E D UCAT I O NA L
Dried barely added and ground. Husks and debris removed.
4. DISTILLING
Alcohol vapourised and collected. Repeated to increase purity.
2. MASHING
Water added to dissolve sugs and produce wort.
5. AGEING
Alcohol from distillation is stored in oak casks for several years.
3. FERMENTING
Yeast added, and fermentation turns sugars into alcohol.
6. BOTTLING
After maturation, the whisky is botttled and ready for consumption.
5 ft
5 ft 10 in
1. PREPERATION
2.5 ft
DISTILLERY BASICS
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5 ft 10 in
S I D EWA LK
DISTILLERY TOURS TUE - THURS
L A S T T O U R S T A R T S AT 3 P M
$5 PER PERSON
3 ft
1PM - 4PM 1 TO U R E V E RY H O UR
1121 N MAIN ST 70 2 .7 75.1 1 2 1
STOP IN TO F IND O UT M O R E
21.75 in
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BLACK SHEEP
10 ft
B IL L B OA RD
D I ST I L L I N G C O. 1 1 21 N M A I N ST 70 2 .7 75.1 1 21 22.5 ft
5 ft 10 in
30 ft
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S I G N S I N ACT I ON 1
2
3
4
5
1. Main entrance 2. Way finding 3. Educational 4. Sidewalk sign 5. Billboard
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UI stands for User interface; this encompasses anything from website deign to app design. For Black Sheep we went ahead and design a website, meant to function on a phone or tablet. The website features pages for their locations, tours, and more.
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TA BL E T BLACK SHEEP D I ST I L L I N G C O.
1. Navigation ABOUT
PRODUCTS
VISIT US
TOURS
CONTACT
2. Image Carousel
ABOUT We’ve been going at since 1925 during the prohibition era, with strong core values rooted in DIY culture. After several set backs, we’ve never backed down; always striving to make the best of the situation. Through think and thin our mission has always been to make an honest and simply good product while helping build a whole-hearted community, that we are proud to call home. We pride ourselves in continuing to use both locally and internationally sourced ingredients. It’s what we do with them that separates our product from the rest.
3. About
None the less we are here for those who enjoy life, those who enjoy a nice drink after a hard days work. The independent thinkers, makers, and doers.
MAIN PRODUCTS “Straight up” Whiskey
4. Featured Products
Elegant. Smooth. Refined. That’s what 4 years of aging in newly charred American white oak barrels does to our whiskey. We judge it by the way it looks. By its aroma. And of course, by the way it tastes. It’s how its been done since day one, and won’t ever change.
TOURS Get an up-close look at what goes on inside our brewery. The 45-minute tour highlights our malting, distilling, and packaging processes before finishing off with a cold sample fresh from the tap.
HOURS
TOUR APPT.
TUES-THURS: 1-4PM
S E L E C T A DAY & T I M E
1 TOUR EVERY HOUR * *
L A ST TO U R AT 3 P M
$5 PER PERSON CLOSED MAJOR HOLIDAYS
TUES WED THURS
1-2 PM 2-3 PM 3 -4 PM
5. Tour Information
MA K E A N A PPO I N T ME N T
VISIT US
6. Locations of HQ and Bars BL ACK SHEEP HQ
BL ACK SHEEP BAR 1
BL ACK SHEEP BAR 2
1121 N MAIN ST LAS VEGAS, NV 89149
1121 N MAIN ST LAS VEGAS, NV 89149
COMING SOON TO DOWNTOWN HISTORIC BOULDER CITY IN HENDERSON NEVADA
C O N TAC T
HOURS
702.725.1121 hello@b lacksheep.com 1121 N MAIN ST L AS VEGAS, NV 89149
M O N-F R I: 9 AM -4PM SAT & S UN: C LO S ED SU BSC R I BE - E MA I L
SUBMIT
7. Footer; contact, socials, + email
COPYRIGHT
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P H O NE
“Straight up” Whiskey Elegant. Smooth. Refined. That’s what 4 years of aging in newly charred American white oak barrels does to our whiskey. We judge it by the way it looks. By its aroma. And of course, by the way it tastes. It’s how its been done since day one, and won’t ever change.
TOURS
1
BLACK SHEEP D I ST I L L I N G C O.
2
5 Get an up-close look at what goes on inside our brewery. The 45-minute tour highlights our malting, distilling, and packaging processes before finishing off with a cold sample fresh from the tap.
ABOUT We’ve been going at since 1925 during the prohibition era, with strong core values rooted in DIY culture. After several set backs, we’ve never backed down; always striving to make the best of the situation. Through think and thin our mission has always been to make an honest and simply good product while helping build a whole-hearted community, that we are proud to call home. We pride ourselves in continuing to use both locally and internationally sourced ingredients. It’s what we do with them that separates our product from the rest.
HOURS
TOUR APPT.
TUES-THURS: 1-4PM
S E L E C T A DAY & T I M E
1 TOUR EVERY HOUR * *
3
TUES WED THURS
L A ST TO U R AT 3 P M
$5 PER PERSON
None the less we are here for those who enjoy life, those who enjoy a nice drink after a hard days work. The independent thinkers, makers, and doers.
1-2 PM 2-3 PM 3 -4 PM
M AKE AN APPOINTM ENT
CLOSED MAJOR HOLIDAYS
VISIT US
MAIN PRODUCTS
6
4
BL ACK SHEEP HQ 1121 N MAIN ST LAS VEGAS, NV 89149
“Straight up” Whiskey Elegant. Smooth. Refined. That’s what 4 years of aging in newly charred American white oak barrels does to our whiskey. We judge it by the way it looks. By its aroma. And of course, by the way it tastes. It’s how its been done since day one, and won’t ever change.
C O N TAC T
HOURS
702.725.1121 hello@ b lacksheep.com 1 1 21 N MAIN ST L AS VEGAS, NV 89149
MO N-FRI: 9AM-4PM SAT & SUN: CLO SED
S UBSCRIBE - EMAIL
TOURS
SUBMIT
7
COPYRIGHT
Get an up-close look at what goes on inside our brewery. The 45-minute tour highlights our malting, distilling, and packaging processes before finishing off with a cold sample fresh from the tap.
1. Navigation bar 2. Image carousel 3. About 4. Featured products 5. Tour information 6. Locations of HQ and Bars 7. Footer HOURS
TOUR APPT.
TUES-THURS: 1-4PM
S E L E C T A DAY & T I M E
1 TOUR EVERY HOUR * *
L A ST TO U R AT 3 P M
$5 PER PERSON CLOSED MAJOR HOLIDAYS
TUES WED THURS
1-2 PM 2-3 PM 3 -4 PM
MAK E AN AP P OINT ME NT
VISIT US 37 of 40
WE B SI T E I N ACTION
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CONTACT Alex Panze r 702.302.68 63 panze r @unlv.neva da .e du
B lac k She e p 702.725.1 1 21 he llo @bla ckshe e p.co
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