Monk's Cafe Brand Bible

MO N K’S C A F E

MONK'S

C A F E belgian beer

emporium restaurant BRAND BIBLE

Without question, the greatest invention in the history of mankind is

B E E R. Oh, I grant you the wheel

was also a fine invention, but the wheel does not go nearly as well with pizza.

Dave Berry

Monk's Cafe

Brand Bible

the

MENU

1 brand Overview 2 i m a g e m a r k 4 COMBINATION MARK

5 L E T T E R M A R K

6 L O G

O T

Y P E

7 C

O

L

O

R

8 T Y P O G R A P H Y

10 Stationery set №1 13 s t a t i o n e r y s e t №2

16 Brand

Extensions

Monk's Cafe

Brand Bible

WHO WE ARE Peters and co-owner Fergus Carey opened Monk's Cafe in 1997, and it has since then amassed more than 200 artisan beers and become a well-known and well-loved institution. Both locals and beer enthusiasts from around the country flock to Monk's to sample crispy Belgian frites, fresh tender mussels, and of course, to find their match made in heaven from Monk's extensive list of beers, aptly titled Beer Bible.

But Monk's Cafe places equal importance on being good neighbors. Peters often holds charity events to benefit Alex’s Lemonade Stand, a foundation for childhood cancer. At one event, Monk’s tapped Pliny the Younger and raised $15,000 in one afternoon.

The vision for our brand redesign is to show off our almost religious dedication to and love of quality beer. We want to convey the warmth, friendliness, and down-to-earth nature of Monk's Cafe.

When designing for the brand, remember that Monk's Cafe is:

“The beer culture runs really deep for the whole country, but I think it runs deeper in Philadelphia than anywhere else.

There’s no other city in the world that has the current beer culture we have here.

i think the possibilities are limitless.”

TOM PETERS We love beer. All we want to do is spread the love. Monk's Cafe, a bar and restaurant located in the heart of Philly, serves hundred of high-quality beers from breweries around the world, along with Belgian cuisine infused with great beers.

It all began when co-owner Tom Peters happened upon the Flemish heartland 20 years ago only because it was a stopover on the cheapest route to Paris.

But a lemony-foam-topped glass of Duvel led to chalices of Trappist Orval and Chimay, and soon Peters’ heart (not to mention his liver) was lost to Belgium forever.

Since that time, he began establishing Belgian beer's presence in Philadelphia, and has been involved with numerous collaboration brews and has found ways to introduce Belgian brewmasters to the delights of American beer culture.

In fact, Peters was recently admitted to a 400-year-old Belgian brewers guild, the Chevalerie du Fourquet des Brasseurs. He is generally conceded to be the founding father of the city's stunning revival of beer culture.

comfortable casual familiar laid back passionate dedicated to quality knowledgable devoted charitable homey neighborly community oriented Monk's Cafe doesn't put on airs, and we don't try to be trendy. All we want to do is to spread our love and knowledge of beer, help our customers enjoy fine Belgian cuisine in a laid back atmosphere, and uphold our promise to be good neighbors. It's as simple as that.

1

Monk's Cafe

I

M

Brand Bible

A

G

E

M A R K In the same way that Monk's Cafe is dedicated to serving top notch artisan beers, we've brewed up a handcrafted image mark to capture our devotion to quality. Our hand-drawn and textured image mark features an inviting deep brown tankard filled with golden amber beer and overflowing with creamy foam.

Set into the grooves of the tankard are three stained glass windows with triforiums that represent our deep roots in the breweries/monasteries of the Belgian Trappist monks. The overall taste of our mark is warm and comforting, and filled to the brim with devotion, just like the beers we love.

f u l l

s i z e

3 / 4

s i z e

half s ize

2

Monk's Cafe

Brand Bible

I M P R

O

P E R

USAGE Since we've poured so much dedication into our mark, it would be a shame to let it spill out. In order to preserve the image mark's look and feel and the consistency of the brand, there are certain guidelines to be followed.

Please make sure never to change any of the colors of the mark, stretch, distort, rotate, or flip it, or put it on a background color other than white or cream. Allow our mark to exemplify the high standard of quality we strive to uphold.

3

Monk's Cafe

Brand Bible

COMBINATION

M A R K

MO N K’S C A F E

Monk's Cafe should be centered below the image mark, and both typefaces are to be set in all caps. The first typeface references the lettering of monastic manuscripts, while the second typeface has a quaint, friendly, and casual feel. To keep the design from getting lost among other type or graphic elements, the entire lockup should have 0.25 inches of clear space above and below it, and 0.375 inches of clear space at the left and right side.

4

Monk's Cafe

L

E

Brand Bible

T

T

E

R

M A R K

Our lettermark takes on the shape of a blocky slab serif capital M and features the signature striped awning which adorns Monk's Cafe's entrance and is easily recognized and fondly remembered by our friends and neighbors. Set below the awning are two stained glass windows that form the negative space under the arches of the M. Like the image mark, the lettermark has been carefully handdrawn and textured to continue our brand's look and feel.

5

Monk's Cafe

Brand Bible

L O G O

TYPE

The logotype, set in all lower case, uses a typeface that takes its cues from Romanesque, Gothic, and Renaissance inspired letter shapes. Like the other marks, the logotype is hand-drawn and textured.

It again features two stained glass windows set into the arches of the M, and also incorporates a traditional cafe number holder stand into the F.

6

Monk's Cafe

Brand Bible

C O L

O

R

USAGE

PMS: PANTONE 7401 C CMYK: 0 4 15 0 RGB: 254 241 216 HEX: F E F 1 D 8 PMS: PANTONE 4975 C CMYK: 50 60 53 23 RGB: 117 92 93 HEX: 4 1 1 F 1 F PMS: PANTONE 7509 C CMYK: 15 37 71 0 RGB: 216 164 96 HEX: D 8 A 4 6 0 PMS: PANTONE 7599 C CMYK: 20 89 100 10 RGB: 183 60 36 HEX: B 7 3 C 2 4

These four colors, and only these four colors are to be used in the creation of the image mark, combination mark, lettermark, and logotype, and they are to be implemented only as shown throughout this book. In addition, each mark is not to be set on a background other than white or Pantone 7401 C as shown above.

7

Monk's Cafe

Brand Bible

TYPOGRAPHY

EM

ESPINOSA NOVA

ABCDEFGHI JKLMNOPQR 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 1 2 3 4 5 6 7 8 9 0

MUSEO SLAB ABCDEFGHI JKLMNOPQR 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 1234567890

Espinosa Nova references the classic lettering of monastic manuscripts and is the typeface used for Monk's in the combination mark. It is to be set in all caps.

Museo Slab has a quaint, friendly, and casual feel and is the typeface used for Cafe in the combination mark. It is to be set in all caps.

8

Monk's Cafe

Brand Bible

a

TYPOGRAPHY

M

ADOBE CASLON PRO

metamorphous

A B C D E F G H I JKLMNOPQR 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 1 2 3 4 5 6 7 8 9 0

ABCDEFGHI JKLMNOPQR STUVWXYZ 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 1234567890

Metamorphous takes its cues from Romanesque, Gothic, and Renaissance letter shapes and is the typeface used for the logotype. It is to be set in lowercase.

Adobe Caslon Pro is a classic and timeless typeface to be used for writing business letters using our letterhead.

9

Monk's Cafe

Brand Bible

STATIONERY SET

NO.1 The first stationery set features Monk's Cafe's signature striped awning. The awning forms the flap of the envelope, and can be flipped up on the business card to reveal the cardholder's contact information. The awning also rests at the

bottom of the letterhead and the triangular notches in the edge are to be die cut. Follow these guidelines for using the letterhead, envelopes, and business card correctly. These details, however small, will help our brand remain consistent.

cardholder name

should be set in 9 pt. Museo 500, 250 pt. tracking, in Pantone 7599 C, set in all caps, and justified within the text box. cardholder title

should be set in 6 pt. Museo 500, 175 pt. tracking, in Pantone 4975 C, set in all caps, and centered within the text box.

TOM

PETERS OWNER

215.545.7005 WWW. MONKSCAFE .COM 264 SOUTH 16TH STREET PHILADELPHIA , PA 19102

MON K’S

MON K’S

C A F E

C A F E

10

Monk's Cafe

Brand Bible

Type is to be set in 9.5 pt.

Adobe Caslon Pro, 10.5 pt. leading, flush left, ragged right.

Column is 5 inches wide.

MON K’S C A F E

The date is to be placed 2.5 inches from the top edge and 2.5 inches from the left edge.

April 2, 2014 Mr. Tom Peters Owner, Monk’s Cafe 264 South 16th Street Philadelphia, PA 19102 Dear Tom, We have worked hard together to establish an appropriate brand that expresses the nature and personality of your business. However, branding goes far beyond the design of your identity marks and stationery. In order to maximize the time, effort and dollars you have invested in this brand development project, it will be necessary for you and all of your employees to be vigilant in your use of these materials. You may argue that no one will really notice if a margin is a quarter inch wider or narrower, or if the typeface you use is a slightly different serif (or sans serif ) that the one used here. However, these seemingly small details all work together to establish a “look” that places your business appropriately in its category, and creates the impression of order and professionalism.

The following is a guide for the use of this stationery system. Business cards will printed as a shell and you will have your printer change the name and title as appropriate. For your business cards, set the name in 9 pt. Museo 500, 250 pt. tracking, in all caps, in Pantone Coated 7599, and justified within the text box. The title will be set in 6 pt. Museo 500, 175 pt. tracking, in all caps, in Pantone Coated 497, and centered within the text box.

Envelopes should be addressed using 9 pt. Museo 500, 11 pt. leading, in Pantone Coated 497, and should be placed 4.25 inches from the left edge and 2.0625 inches from the top edge of the envelope. Set the address information flushed left/ragged right.

When writing a business letter on this stationery, you will start the date 2.5 inches from the left edge and 2.5 inches from the top edge. Type will be set in 9.5 pt. Adobe Caslon Pro, 10.5 pt. leading, flush left/ragged right. The column width will be 5 inches wide. Paragraph indents will be .25 inches. Skip two line spaces between the date and address block. Skip only a single line between the address block and the salutation, and between the salutation and the body of the letter. The first line of the first paragraph will not need to be indented. Skip a single line between the body of the letter and the complimentary closing and two lines between the complimentary closing and your typeset name, leaving room for your signature.

The letter should set no closer to the bottom edge than 1.75 inches. If the letter runs longer, then you should use a second page.

Strict and consistent use of these formal guidelines will be instrumental in making the most of this identity system.

P aragraph indents will be 0.25 inches. The first paragraph will not need to be indented.

Sincerely, Veronica Newell Principal Designer

The letter should set no closer to the bottom edge than 1.75 inches. If the letter runs longer, use a second page.

215.545.7005 WWW. MONKSCAFE .COM 264 SOUTH 16TH STREET PHILADELPHIA , PA 19102

11

Monk's Cafe

Brand Bible

Envelope size should be 9.5 inches by 4.25 inches 264

Envelopes should be addressed in 9 pt. Museo 500 11 pt. leading, in Pantone 497 C. Set the information flush left ragged right.

SOUTH

16TH

STREET

PHILADELPHIA,

MON K’S C A F E

Veronica Newell 1155 Union Circle Dr. Denton, TX 76201

The address should be placed 4.25 inches from the left edge and 2.0625 inches from the top edge.

12

PA

19102

Monk's Cafe

Brand Bible

STATIONERY SET

NO.2 These sets of stationery can be used interchangeably, depending on user preference. This second stationery set is modeled after the look of a traditional cafe receipt or guest check. The dotted line at the top represents the perforation of

a receipt that can be torn off a pad, and the contact information is separated into sections by rules, similar to check layouts. Once again, make sure to follow these guidelines for using the letterhead, envelopes, and business card correctly.

cardholder name and title

should both be set in 7 pt.

Museo 300, 10 pt. tracking, in Pantone 7599 C, and flush left/ ragged right

MON K’S C A F E BELGIAN BEER EMPORIUM AND RESTAURANT

TA B L E N O .

GUESTS

CHECK NO.

SERVER

APPT • SOUP • ENTREE • SIDES • DESSERT • BEV

PHONE

2 15. 5 4 5.70 0 5

ADDRESS

2 6 4 S o u th 16 th S t re e t P h i l a d e l ph i a , PA 19102

WEBSITE

w w w. m o n k s c a fe .c o m

POSITION

To m Pe te r s Owner

T H A N K YO U !

13

Monk's Cafe

Brand Bible

MON K’S C A F E BELGIAN BEER EMPORIUM AND RESTAURANT PHONE NO.

ADDRESS

WEBSITE

OWNER

215.5 4 5.7005

2 6 4 S outh 16 th S treet P h i lad elphi a, PA 19102

m on k s cafe.com

Tom Peter s

A P P T

•

S O U P

•

E N T R E E

•

S I D E S

•

D E S S E RT

•

B E V

Type is to be set in 9.5 pt.

Adobe Caslon Pro, 10.5 pt. leading, flush left, ragged right.

Column is 5 inches wide.

The date is to be placed 1.5 inches from the top edge and 3.25 inches from the left edge.

April 2, 2014 Mr. Tom Peters Owner, Monk’s Cafe 264 South 16th Street Philadelphia, PA 19102 Dear Tom, We have worked hard together to establish an appropriate brand that expresses the nature and personality of your business. However, branding goes far beyond the design of your identity marks and stationery. In order to maximize the time, effort and dollars you have invested in this brand development project, it will be necessary for you and all of your employees to be vigilant in your use of these materials. You may argue that no one will really notice if a margin is a quarter inch wider or narrower, or if the typeface you use is a slightly different serif (or sans serif ) that the one used here. However, these seemingly small details all work together to establish a “look” that places your business appropriately in its category, and creates the impression of order and professionalism.

The following is a guide for the use of this stationery system. Business cards will printed as a shell and you will have your printer change the name and title as appropriate. For your business cards, set both the name and the title in 7 pt. Museo 300, 10 pt. tracking, in Pantone Coated 7599, and flush left/ragged right.

Envelopes should be addressed using 7 pt. Museo 300, 8 pt. leading, in Pantone Coated 497, and should be placed 4.25 inches from the left edge and 2.0625 inches from the top edge of the envelope. Set the address information flushed left/ragged right.

When writing a business letter on this stationery, you will start the date 1.5 inches from the left edge and 3.25 inches from the top edge. Type will be set in 9.5 pt. Adobe Caslon Pro, 10.5 pt. leading, flush left/ragged right. The column width will be 5 inches wide. Paragraph indents will be .25 inches. Skip two line spaces between the date and address block. Skip only a single line between the address block and the salutation, and between the salutation and the body of the letter. The first line of the first paragraph will not need to be indented. Skip a single line between the body of the letter and the complimentary closing and two lines between the complimentary closing and your typeset name, leaving room for your signature.

The letter should set no closer to the bottom edge than 1.25 inches. If the letter runs longer, then you should use a second page.

Strict and consistent use of these formal guidelines will be instrumental in making the most of this identity system.

Sincerely, Veronica Newell Principal Designer

T H A N K YO U !

14

P aragraph indents will be 0.25 inches. The first paragraph will not need to be indented.

The letter should set no closer to the bottom edge than 1.25 inches. If the letter runs longer, use a second page.

Monk's Cafe

Brand Bible

Envelope size should be 9.5 inches by 4.25 inches

Envelopes should be addressed in 7 pt. Museo 300, 10 pt. tracking, in Pantone 7599 C. Set the information flush left ragged right.

MON K’S C A F E BELGIAN BEER EMPORIUM AND RESTAURANT

264 S outh Sixteenth Street Philadelphia, Pennsylvania 19102

The address should be placed 4.25 inches from the left edge and 2.0625 inches from the top edge.

15

Monk's Cafe

B

N D EXTENSI O NS

Rate your Beer coasters: To help our patrons experience and appreciate our beers.

R

Brand Bible

A

RATE YOUR BEER APPEARANCE

Date:

WHERE? MONK’S CAFE 264 S. 16th St. Philadelphia, PA

AROMA

WITH WHO?

T A S T E

Beer

F O O D

Brewery

PA I R I N G S ?

MOUTHFEEL 1

3

4 5

overall rating

ALCOHOL: %

Beer Bible Cover: (at left) To showcase our 250-bottle-strong beer list our patrons can select from

Triforium Bottle opener (at right)

2

MONK'S

C A F E

BEER BIBLE

16

F I N I S H

Monk's Cafe

Brand Bible

MON K’S C A F E

T-Shirts with a monk's belt printed across the waist area.

Sweatshirts (below) with a monk's belt printed across the waist are. And when the hood is up, it looks like a monk's robe!

MON K’S

MON K’S

C A F E

C A F E

17

The

good

Lord has

changed water into wine,

so how can drinking beer be a sin? from a sign near a

b e l g i a n monastery

18