2015BRAND IDENTITY

STYLE GUIDE

BRANDGUIDELINES

Although these guidelines are for your use, Buffalo Wild Wings reserves the right to review and approve all specific uses of brand identity.

This document is confidential and is intended only for internal uses only. If you are not the intended recipient you are notified that disclosing, copying, distributing or taking any action in reliance on the contents of this information is strictly prohibited.

ALL PRODUCED CONTENT MUST: 1. Adhere to Buffalo Wild Wings® Brand Style Guidelines

2. Retain Buffalo Wild Wings brand colors and may not deviate from them.

3. Be current, in good condition, in good taste and accurately depict our trademarks.

4. Follow all state, local and municipal laws. Note: co-branding with alcohol vendors is illegal in some states (in particular, if a beverage vendor is paying for materials). Many states also have restrictions on advertising of alcohol or happy hour and a vendor’s limits for payment of such advertising materials.

5. Do not list specific team, league, or individual’s names, logos or trademarks in a commercial context without a license agreement and approval from the organization listed. It is a best practice to avoid use of unauthorized trademarked or copyrighted information to any extent possible. Just because a vendor provides material to Buffalo Wild Wings, does not mean the vendor has secured or obtained appropriate rights for the contents and does not alleviate Buffalo Wild Wings from liability.

6. Contain appropriate disclaimer language, such as limits to dates and times offer is valid, or any other restriction or limitation. This is important for references to specials and programs such as happy hour, B-Dubs® Fast Break lunch, and LTO items.

...and neither are brands. It’s a process in which you play a vital role. You are a steward of the Buffalo Wild Wings® brand, and it’s up to you to use it consistently, consciously and with conviction. The Buffalo Wild Wings brand is something in which we all must immerse ourselves.

This will be your guide, but we know we can’t just blindly follow a set of rules on paper. We need to fully embrace the Buffalo Wild Wings brand spirit. That’s how we’ll satisfy our Guests and grow the business. Because we’re not just building a brand, we’re creating a culture.

4

BRAND OVERVIEW 5OUR FOUNDERSCOMPANY HISTORY

BRAND IDENTITY 8COLORTYPOGRAPHYLOGOWINGTAGLINEB-DUBS®

TRADEMARKS

CONTENTS

BRANDWHO WE ARE AND WHERE WE’RE GOING

OVERVIEW

6BRANDOVERVIEWOURFOUNDERS

The year was 1982. Jim Disbrow and Scott Lowery had recently transplanted to Ohio after living in Buffalo, New York. All was fine until one day when the two were craving wings. Not just ordinary wings, but authentic Buffalo, New York-style chicken wings. Only problem was there was nowhere to get wings nearby. So Jim and Scott had two choices to satisfy their appetite: they could either make a road trip to New York or open a wing joint close to home. Lucky for us, they chose the latter. Hence, the beginning of Buffalo Wild Wings & Weck, now Buffalo Wild Wings®, the no-holds-barred grill and bar that serves up a healthy dose of fun with every batch of Buffalo chicken wings (weck refers to a type of roll that was originally used for the restaurant’s sandwich offerings).

7OURHISTORY BRANDOVERVIEW

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8BRANDIDENTITY

BRANDOUR VISUAL NUTS AND BOLTS

IDENTITY

9BRANDIDENTITYCOLORPALETTE

PANTONE® COLORS

4-COLOR PROCESSC 0 M 16Y 100 K 0

RGB R 255G 210B 0

HEX COLOR #FFD200

PRIMARY HIGHLIGHT

4-COLOR PROCESSC 0 M 0Y 0 K 100

RGB R 0G 0B 0

HEX COLOR #000000

4-COLOR PROCESS C 0 M 0Y 0 K 60

RGB R 170G 170B 169

HEX COLOR #AAAAA9

4-COLOR PROCESSC 0 M 0Y 0 K 0

RGB R 255G 255B 255

HEX COLOR #FFFFFF

YELLOWPMS 116 C

BLACK GRAYPMS 423 C

WHITE

THE BUFFALO WILD WINGS® COLOR PALETTE is communicated by the dominance of yellow and black with highlights of gray and white. The simplicity of this color palette distinguishes Buffalo Wild Wings from its competitors and enhances the prominence of the brand. Color specifications are provided; do not substitute different colors or add colors to the palette.

It’s a tool used to create emphasis and contrast. By emphasizing particular colors we start to create a visual identity that quickly relates to Buffalo Wild Wings.

10BRANDIDENTITYTYPOGRAPHY

TYPOGRAPHY GIVES OUR BRAND A VOICE Our core typeface is Aachen Bold. Aachen builds upon our tone of voice and writing style and gives a distinctive look for our brand. It is mostly used for headlines and should always be capitalized.

Trade Gothic is our secondary typeface. It should be used as a complement to Aachen Bold. It is mainly used for body copy in uppercase/lowercase and secondary headlines in all caps. Both weights are available from most font retailers, including FontShop (www.fontshop.com) and Linotype (www.linotype.com).

WEB USAGEIn Web and app environments, Trade Gothic becomes the primary typeface because it translates well to the screen and is available from multiple retailers as a web font. Use it as the navigation, headline and subheadline font whenever possible.

Aachen can be used in an image-based state to bring additional brand identity into the digital space.

Arial is the preferred body copy typeface for web usage.

TRADE GOTHIC CONDENSED NO. 18

ABCDEFGHIJKLMNOP abcdefghijklmnop0123456789

PRIMARY: AACHEN BOLD (CAPS ONLY)

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

SECONDARY: TRADE GOTHIC BOLD CONDENSED NO. 20

ABCDEFGHIJKLMNOP abcdefghijklmnop0123456789

11BRANDIDENTITYTYPOGRAPHY

TYPOGRAPHY GIVES OUR BRAND A LOOK Typography is a major element of our brand identity. While type treatments are open to creative exploration, there are some techniques that we commonly use to have consistent results. Typographic techniques are most often executed with Aachen, but Trade Gothic Bold Condensed No. 20 is also added in some cases.

• VARIED TYPE We use multiple colors, sizes and varied placement of Aachen to create word art that has jagged edges and brings emphasis to the most important words.

• JUSTIFIED TYPE We create stacks of words that are justified to the left and right and use varied type sizes to make the text box create a rectangle. Sometimes arrows are added in line to emphasize words or de-emphasize other words.

• COMBINATION OF BOTH We vary sizes, colors and placement, as in the varied type explanation, but add some justification so the text block isn’t completely jagged.

12BRANDIDENTITYLOGO

THE BUFFALO WILD WINGS® LOGO IS THE MASCOT OF OUR BRAND.This logo/icon is our single most important visual asset. However, for our logo to retain its value, it must be used correctly and consistently.

The preferred version of the logo is shown to the right. Alternate configurations listed in this guide may be more appropriate for some applications, depending on production techniques and size requirements.

The logo/icon must be present in all communications and must not be modified or recreated; use only approved digital files for reproduction.

On the following pages, you will find examples of the Buffalo Wild Wings logos and icons as well as general guidelines for color, clear space and size. If you have any questions about how to use the Buffalo Wild Wings logo, please contact Doug Rea, Creative Manager, drea@buffalowildwings.com, 952-540-2229.

HOW TO USE IT: Always choose the version of the logo that best fits the proportions of the application. For example, use the preferred version of the logo for most applications, and the secondary version for extreme horizontal applications.

13BRANDIDENTITYLOGO

LOGO WITH TAGLINEThe full color vertical version of the Buffalo Wild Wings®

logo is the preferred orientation for usage. The full color horizontal version of the Buffalo Wild Wings logo is the preferred secondary orientation for usage.

One of these should be represented on everything we create, and should be used in conjunction with our tagline “WINGS. BEER. SPORTS.™” To reinforce our brand identity, this logo, featuring the tagline, should be used on ALL materials distributed outside the restaurant, such as newspaper ads, fliers, direct mail, etc. The logo with tagline must appear at least once on these materials.

The use of the tagline with the logo depends on the application for which it will be used.

EXCEPTIONS1. Do not use the logo with tagline if the icon is less than .75” in diameter (due to space restrictions), as anything smaller becomes unreadable.2. Do not use the logo with tagline on permanent items such as exterior signage.3. Do not use the logo with tagline on yellow backgrounds because the gray does not show up clearly. Alternate colors should not be used.

DOWNLOAD3C EPS | 4CP EPS | RGB JPEG

DOWNLOADB&W EPS | RGB JPEG

DOWNLOAD3C EPS | 4CP EPS | RGB JPEG

DOWNLOADB&W EPS | RGB JPEG

NOTE: Use black logos when only one-color printing is possible. Black is the only approved one-color application.

14BRANDIDENTITYLOGO

HORIZONTAL LOGO WITH TAGLINEThe full color horizontal version of the Buffalo Wild Wings® logo is the preferred secondary orientation for usage. It should be used in extreme horizontal applications where the vertical logo doesn’t work, and should be used in conjunction with our tagline “Wings. Beer. Sports.TM” To reinforce our brand identity, this logo featuring the tagline should be used on all materials distributed outside the restaurant, such as newspaper ads, fliers, direct mail, etc. The logo with tagline must appear at least once on these materials.

DOWNLOAD3C EPS | 4CP EPS | RGB JPEG

DOWNLOAD3C EPS | 4CP EPS | RGB JPEG

DOWNLOADB&W EPS | RGB JPEG

DOWNLOADB&W EPS | RGB JPEG

15BRANDIDENTITYLOGO

LOGO WITHOUT TAGLINEIn certain applications, the full color logos with no tagline will need to be used. Examples would include exterior signage, t-shirts and publications with space restrictions where the tagline would become unreadable.

DOWNLOAD3C EPS | 4CP EPS | RGB JPEG

DOWNLOAD3C EPS | 4CP EPS | RGB JPEG

DOWNLOADB&W EPS | RGB JPEG

DOWNLOADB&W EPS | RGB JPEG

DOWNLOAD3C EPS | 4CP EPS | RGB JPEG

DOWNLOAD3C EPS | 4CP EPS | RGB JPEG

DOWNLOADB&W EPS | RGB JPEG

DOWNLOADB&W EPS | RGB JPEG

16BRANDIDENTITYLOGO

THE BUFFALO WILD WINGS® ICONThe buffalo icon is available to support and strengthen our brand identity. The logo with tagline must appear at least once on all materials outside the restaurant. This icon does NOT replace using the full Buffalo Wild Wings logo.

For internal materials distributed and displayed in-restaurant, the buffalo icon can be used as a substitution for the full logo or as a graphic element to reinforce our brand identity.

Use the buffalo icon as a dynamic element of the identity palette. The icon should be used as a modern graphic device and should add to the unique Buffalo Wild Wings experience.

DOWNLOAD3C EPS | 4CP EPS | RGB JPEG

DOWNLOADB&W EPS | RGB JPEG

DOWNLOAD3C EPS | 4CP EPS | RGB JPEG

DOWNLOADB&W EPS | RGB JPEG

HOW TO USE IT: Only use a logo or icon with a white outline when applied to black or dark color layouts. When placing the logo or icon on a yellow background, do NOT use the versions with the white outline and type.

17BRANDIDENTITYLOGO

ACCEPTABLE LOGO CLEARANCETo stage the logo properly, maintain a minimum clearance, equal to the space between the bottom of the buffalo and the bottom of the outer circle (“X”), around the logo and other elements, including the tagline.

MEASUREMENT OF XThe measurement “X” is defined as the height of the space between the bottom of the outer circle and the bottom of the buffalo.

X

X

X

X

X

X

X X

X

X X

X

X

X

X

X

X

X

X X

X

X X

X

X

X

X

X

X

X

MINIMUM SIZEThe size of the logo can change, depending on its use; however, the logo must always be legible. To ensure this, the Buffalo Wild Wings® logo should never appear smaller than .75” on its shortest side. For extreme circumstances that call for applications under .75”, only the icon should be used.

The Buffalo Wild Wings icon should never appear smaller than .5” in length and width.

.75”

.75”

.75”

.75”

.5”

.5”

18BRANDIDENTITYLOGO

Do not change the size or position of any of the elements in the identity system.

Do not add text to the identity system.

Do not reproduce the identity in an unapproved color or use the incorrect logo for the background.

INCORRECT LOGO USAGEConsistent presentation of our brand identity is essential to building and preserving brand equity. Here are a few examples of incorrect uses of our identity system.

APPROVAL QUESTIONS: The identity should be used only in approved configurations and should not be recreated or distributed without permission from the brand standards manager.

19BRANDIDENTITYLOGO

INCORRECT LOGO USAGEConsistent presentation of our brand identity is essential to building and preserving brand equity. Here are a few examples of incorrect uses of our identity system.

Do not introduce special effects such as drop shadows, gradients or strokes.

Do not use inadequate quality artwork. Do not use photocopied, low-resolution or recreated artwork.

Do not distort the identity. The logo should always remain proportional.

20BRANDIDENTITYWINGGRAPHIC

PUT A WING ON ITThe most prominent part of our logo is the buffalo’s wing. This can be used as a stand-alone graphic element in most design applications, but it does NOT replace using the full Buffalo Wild Wings® logo.

DO:

1. Use the properly cropped wing if space allows. This can be requested from the internal creative team

2. Follow appropriate clear space3. If horizontal space is limited, use strategic cropping to

keep the essence of the wing intact4. Anchor the bottom of the wing with a black line or box, or

use it flush to the bottom of a piece5. Use the version with a white outline when used on a

dark background

If you have a creative reason for cropping the wing in any way other than shown, please contact Doug Rea, Creative Manager, drea@buffalowildwings.com, 952-540-2229.

DO NOT:

• Crop in any other way other than shown above to the right if space allows for the full wing

• Flip the wing, or show two facing wings• Rotate the wing• Overuse this graphic element• Use as a substitution for the Buffalo Wild Wings logo

X

X

X

X

X

1. 2. 3.

4. 5.

21BRANDVOICEOURTAGLINE

PROTECTING OUR TAGLINE: WINGS. BEER. SPORTS.™

• Always in that order.

• Never “Beer. Wings. Sports.” or other variations.

• Never add or replace words in the tagline with other words. For example, “Wings. Beer. Football.” or “Wings. Beer. Sports. Trivia.” are not acceptable.

• Use as often as possible to reinforce our brand position.

• Avoid “Wings, beer, and sports…” or other variations unless this appears in the middle of a sentence.

• Never in a headline. “Wings. Beer. Sports.” is always preferred intact.

• First usage of our tagline in copy or graphic must be marked with a ™.

WHAT WE SAY ABOUT WINGS:

Traditional Wings: Authentically awesome, award-winning Buffalo, New York-style wings spun fresh in your favorite Buffalo Wild Wings® sauce or dry seasoning.

Boneless Wings: All-white chicken, lightly breaded and cooked golden crisp to perfection. (Only say “All-white” Chicken – never 100%, all-breast meat or reference any other part of the chicken.)

We’ve got 16 signature sauces and 5 signature seasonings. (“Signature,” “sauces” and “seasonings” are lowercase “s” unless they begin a sentence.)

Customize with over 21 flavors of sauces and seasonings.

Our wings are hand-spun fresh in your favorite sauce or seasoning.

WHAT WE SAY ABOUT BEER:

We’ve got 20+ beers on tap.

Great beer variety: crafts, imports, domestics and local brews on tap.

Our beer is “cold and refreshing.” Our beer is not “ice-cold.”

WHAT WE SAY ABOUT SPORTS:

We’ve got wall-to-wall sports.

We’ve got wall-to-wall flat screens.

We’ve got 30+ TVs.

22BRANDVOICEB-DUBSUSAGE

“B-DUBS®” USAGE B-Dubs is acceptable externally on a limited, as-needed basis in areas with space or character restrictions, such as: digital banners, digital ad copy, mobile apps, social media (where we use “fan speak”) and gift cards.

B-Dubs is acceptable externally when approval has been given by a marketing brand manager for usage, for example, “B-Dubs TV,” “B-Dubs Huddle” or necessary international usage.

Avoid referring to ourselves as “BWW” externally. Use “Buffalo Wild Wings®” where possible, and “B-Dubs®” if short form is needed, as long as it complies with the standards outlined here.

• Buffalo Wild Wings is always preferred.

• Always “B-Dubs.” Never “B-dubs,” “b-dubs,” “Bdubs,” “B-dubbs” or “B-Dubz.”

• “B-Dubs” is a registered trademark and should be marked that way in its first usage, including on each page if multiple pages are used.

• Exception to this trademarking rule: social media posts.

• B-Dubs is acceptable in Buffalo Wild Wings internal communications.

23BRANDVOICETRADEMARKS

NAMES AND PHRASES WE USEThe words to the right are Buffalo Wild Wings® trademarked and/or registered company names, acronyms, taglines and phrases, promotions, and products. These words always require either a “®” or “TM” when used in printed materials. Please note appropriate use of “TM” and “®” symbols for all Buffalo Wild Wings trademarks.

In body copy and text, the trademark or registration symbol for each mark must appear on the first mention on each page.

Additional or alternate ownership disclosures apply for all uses of these words in Canadian and International materials. Please contact the Legal Department for proper disclosure text.

Buffalo Wild Wings logos and trademarks can’t be visible on advertisements containing alcohol brands (logos or glasses with logos). Do not include a trademark or copyright ownership of materials that include branded alcoholic beverages.

COMPANY NAMESBuffalo Wild Wings® Buffalo Wild Wings Grill & Bar®

B-Dubs®

TAGLINES AND PHRASESHalf Full? Half Empty? Who Cares! Free Refills™ Smilin’, Sizzlin’, Screamin’® Something Wild Has Come to Town!® Take the Flavor Home®

Wings. Beer. Sports.™

Wall-to-Wall-Sports®

You have to be here.®

Tablegating®

COMPANY NAMESBuffalo Wild Wings® B-Dubs®

TAGLINES AND PHRASESSmilin’, Sizzlin’, Screamin’™ Wings. Beer. Sports.™

Tablegating®

PROMOTIONSBlazin’ Challenge™ Blazin’ Wall™

Boneless Thursdays®

Wing Tuesdays®

PROMOTIONSBetter-Be-Ready Blazin’™ Blazin’ Bonus®

Blazin’ Challenge® Blazin’ Wall™

Boneless Thursdays® Buffalo Circle® Margarita Mayhem® Wing Tuesdays®

GameBreak®

Team up for Kids®

SAUCESAsian Zing® Blazin’® Jammin’ Jalapeño™

Mango Habanero™ Wild®

SEASONINGSBuffalo™

Desert Heat®

SAUCESAsian Zing™ Blazin’® Jammin’ Jalapeño™

Kickin’ Honey Garlic™

Mango Habanero™

SEASONINGSBuffalo™

Desert Heat™

MENU ITEMSBig Mouth Wraps™

Big Jack Daddy Burger™ Buffalito(s)® Buffalo Legs™ Buffalo Tenders™ Crave It! Combos™ Crispy Southwest Dippers™ Grazin’ Greens™

Hand-spun Wings™

Hot Dog Slammers™

Most Valuable Platters™ Naked Tenders®

Slammers® Sauce-spun Wings®

Wild Flatbreads™

MENU ITEMSBig Jack Daddy Burger™ Buffalito(s)™ Buffalo Tenders™ Hand-spun Wings™

Naked Tenders™

Wild Flatbreads™

USA:

CANADA:

Take this information and run with it. Help us deliver our brand consistently and with a purpose. Our brand is our single most important asset. We want you to live it every day.