Thirsty Bear Brewery Brand Guidelines

thirsty bearB r e w e r y & S p a n i s h C u i s i n e

2012BR AND GUIDELINES

/ CONTENTS

Brand St yle Guide

Signature Architecture

Clear Space

Signature Variations

Signature Scaling

Signature Colors

Acceptable Signature Uses

Unacceptable Backgrounds

Secondary Graphics

Supporting Color Palette

Typography

Photography

Secondary Graphics

Stationery

Mobile Applications

Web Applications

Environment

Uniforms

Dining

Ephemera

The Legend of A Thristy Bear

SIGNATURES

THE BEGINNINGS

BRAND ELEMENTS APPLICATIONS03

01

19 29

// THE BEGINNINGS

/ THE LEGEND OF A THIRSTY BEAR

Brand St yle Guide

The original concept for Thirsty Bear Brewing Company is simple: to pair the ultimate social beverage, beer, with the ultimate social food, tapas. We offer a space that combines artisan, hand-crafted beers with artisan Spanish cuisine – a cuisine that could never be confused with pub grub or typical brewpub food. We are committed to using sustainable and local food, and do so every chance we get. Our beer has been organically crafted since inception because it is important to our brand to promote responsible brewing.

01

// SIGNATURES

01 Brand St yle Guide


PRIMARY LOGO

SY

MB

OL

LO

GO

TY

PE

/ SIGNATURE ARCHITECTURE

A signature is an entitiy composed of a symbol and logotype arranged in a specific configuration.The Thirsty Bear signature is the product of proportional and specifically aligned elements. The size and position of each element is determined by “x,” which is defined by the height of the capital letters in the Thirsty Bear wordmark. The gold bar is the same weight as the stem of the letter “T” in Thirsty Bear, and is always centered between the baseline of “Thirsty Bear” and the cap height of “Brewery & Spanish cuisine”. _Two signatures are provided for use with appropriate applications. Consider the available clear space and object format when choosing the signature. The primary signature is preferred and to be used whenever possible. The symbol may be detached from the logotype but must abide by the clearspace guidelines below. Do not recreate or alter any of the elements in the signature artwork in any way.


X

2X

X

HO

RIZ

ON

TA

L S

IGN

AT

UR

E

23 X


XX

7X

X

VE

RT

ICA

L S

IGN

AT

UR

E

05

X =

03// CLEAR SPACE

Brand St yle Guide


2X

2X

2X

2X


2X

2X

2X

X

CL

EA

RS

PA

CE

FO

R T

HE

SIG

NA

TU

RE

Clear space is the area around the signature that must be free of all other logos, symbols, text or other graphic elements. _Clear space is defined by the distance of “x,” as a unit of measurement surrounding each side of the signature. The distance of “x,” equals the cap height of the logotype._A minimum clear space requirement has been established to ensure the prominence and clarity of the Thirsty Bear signature. It is essential that the signature clear space remain free of all graphics, identities, photography and typography for maximum brand recognition._The symbol may be separated from the logomark if a need arises. The same primary logo clearspace rules apply to the symbol when it is separated from the logomark.

X =


2X

2X2X

2X


2X

2X

2X2X

CL

EA

RS

PA

CE

FO

R S

IGN

AT

UR

E E

LE

ME

NT

S W

HE

N U

SE

D I

ND

EP

EN

DE

NT

LY

07

// SIGNATURE VARIATIONS

Brand St yle Guide




PR

IMA

RY

LO

GO

When reproducing the signature under some circumstances, spatial challenges may arise. To provide the greatest degree of flexibility, a suite of signatures have been created to satisfy a variety of reproduction methods. The black and white reverse versions of the signature are to be used only in the event that full-color is not an option. Whenever possible, use the primary, full-color signature.




SE

CO

ND

AR

Y L

OG

O

09

// SIGNATURE SCALING

Brand St yle Guide

Minimum size refers to the smallest size at which the Thirsty Bear signature may be reproduced and still maintain clarity and legibility._To ensure its legibility, the minimum reproduction size of the Thirsty Bear signature is 1” in height and 3/8” for the horizontal signature.When reduced or enlarged, the wordmark must always scale proportionally with the symbol. There is no maximum scaling size, however the signature must relate in proportion to the application it is used with.



1 5/8˝

3/8˝

1˝

1˝

11

// SIGNATURE COLORS

Brand St yle Guide

GR ADIENT MARKERS

PANTONE HEX

_Whenever possible use the full-color dimensional version of the signature. It is provided in 4-color process (CMYK for print applications) and RGB for electronic use. Pantone equivalents are also provided. The 1-color positive and white reverse versions of the signature are to be used only in the event that full-color is not an option.

C M Y K0 8 0 9 5 01 5 1 0 0 9 0 1 0

5 0 9 0 00 2 1 1 0 0 0

9 1 0 0 9 5 3 5

0 0 0 1 0 0

0 2 1 1 0 0 0

0 8 0 9 5 0

R G B2 4 1 9 0 4 11 9 0 3 0 4 5

2 4 9 2 3 7 5 02 5 5 2 0 1 0 7

1 5 5 1 6 2 4

0 0 0

2 5 5 2 0 1 0 7

2 4 1 9 0 4 1

C M Y K0 8 0 9 5 01 5 1 0 0 9 0 1 0

5 0 9 0 00 2 1 1 0 0 0

9 1 0 0 9 5 3 5

0 0 0 1 0 0

0 2 1 1 0 0 0

0 8 0 9 5 0

R G B2 4 1 9 0 4 11 9 0 3 0 4 5

2 4 9 2 3 7 5 02 5 5 2 0 1 0 7

1 5 5 1 6 2 4

0 0 0

2 5 5 2 0 1 0 7

2 4 1 9 0 4 1

PANTONE 179 CPANTONE 187 C

PANTONE 604 CPANTONE 7406 C

PANTONE 188 C

PANTONE PROCE SS BL ACK COATED

PANTONE 7406 C

PANTONE 165 C

C M Y K0 8 0 9 5 01 5 1 0 0 9 0 1 0

5 0 9 0 00 2 1 1 0 0 0

9 1 0 0 9 5 3 5

0 0 0 1 0 0

0 2 1 1 0 0 0

0 8 0 9 5 0

R G B2 4 1 9 0 4 11 9 0 3 0 4 5

2 4 9 2 3 7 5 02 5 5 2 0 1 0 7

1 5 5 1 6 2 4

0 0 0

2 5 5 2 0 1 0 7

2 4 1 9 0 4 1

F15D22C 41230

FDE A32FFCF01

8B0E04

231F20

FFCF01

F58 426

13

// INCORRECT SIGNATURE USES

Brand St yle Guide

Do not double up redundant graphics that take away from the logo’s uniqueness.

Do not place the logo over patterns that compromise legibility.

Do not place the logo over photographs that compromise legibility.

An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown here are examples of incorrect or unacceptable uses of the Thirsty Bear signature.

Do not distort the signature. Do not scale signature elements independently.

Do not rearrange signature elements. Do not recolor artwork.

Do not substitute typography. Do not rotate the bear or change its color.

15

// ACCEPTABLE BACKGROUNDS

Brand St yle Guide





By controlling the background on which the Thirsty Bear signature is placed, we ensure signature legibility and brand integrity. _The preferred background is white or a solid color with a high contrast, yet still allows for the greatest clarity and legibility. _The background should allow for clear identification of all signature elements: symbol, logotype, color and clear space._When necessary, a drop shadow may be applied to the signature or a semi-transparent dark field may be used behind the logo to allow it to be distinguished more from its background graphic.



17


// BRAND ELEMENTS

// SECONDARY GRAPHICS

Brand St yle Guide

FINE RULE S CAN BE USED TO E STABLISH HIER ARCHY OR BRE AK S

A GOLD BAR CAN BE USED TO ADD COLOR AND SEPAR ATION

A RED GR ADIENT STARBURST TAKEN FROM THE LOGO CAN BE USED A S A SUPPORTING GR APHIC IN A DE SIGN WHERE THE LOGO IS NOT VISIBLE FROM A PARTICUL AR ANGLE OR SIDE.

RED GR ADIENT PULLED FROM PRIMARY LOGO PALE T TE.

GOLD GR ADIENT PULLED FROM PRIMARY LOGO PALE T TE.

Color provides a visual link to our brand across a wide range of applications. Bear Red and Thirsty Gold serve as the primary identifying colors that tie to our brand; they reflect the color of spain, warmth, and the tones found in our beer. _Secondary graphics and color palette have been supplied in the event that additional color is being considered for marketing material and collateral. When using gradients, ensure that a radial gradient is always used._When both the primary logo and secondary graphics are used within the same space, take care to ensure that the graphics support and do not overpower the logo.

BE AR RED

9 100 95 35

C M Y K C M Y K

0 21 100 0

THIRST Y GOLD

21

// SUPPORTING COLOR PALETTES

Brand St yle Guide

PANTONE RGB CMYKHEX

36 100 100 12

0 50 100 44

0 70 100 10

1 30 100 8

1 12 100 8

1 12 100 0

155 37 41

155 93 6

220 102 30

230 170 21

235 200 4

255 217 0

9 C 2 7 2 A

9 A 5 F 2 6

D B 6 6 2 6

E 5 A B 2 3

E A C 8 1 C

F E D 9 0 0

PANTONE 506C

PANTONE 464C

PANTONE 159C

PANTONE 131C

PANTONE 611C

PANTONE 109C

_Supporting colors should be used sparingly and always in consideration with the primary logo and other colors/graphics that share the space. Neutral colors function well at filling negative space while still allowing the brand to stand out.

PANTONERGBCMYK HEX

0 0 4 65

0 0 4 25

0 0 4 8

59 100 100 34

0 50 100 71

50 87 100 11

119 120 118

199 200 194

236 235 227

96 28 31

104 59 0

135 64 46

PANTONE COOL GREY 11C

PANTONE 421C

PANTONE WARM GREY 1C

PANTONE 504C

PANTONE 477C

PANTONE 4705C

7 7 8 7 6

C 7 C 8 C 2

E B E B E 2

6 1 1 D 2 0

6 7 3 E 1 7

8 8 4 1 2 F

23

// TYPOGRPAHY

Brand St yle Guide

TRADE GOTHIC CONDENSED NO. 18

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 zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z012 3 4 5 6 7 8 9

DIN REGULAR

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 zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9

DIN SCHRIFT / 1451 ENGSCHRIFT


MRS. EAVES


TIMES NEW ROMAN


SERLIO

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

0 1 2 3 4 5 6 7 8 9

LO

GO

TY

PE

BR

AN

D C

OM

MU

NIC

AT

ION

S

Typography is a cornerstone of our visual identity. Thirsty Bear has chosen the Din font family as the primary typeface for headings and subheadings found in our corporate communications, as well as Mrs. Eaves for all body and running text. As a general rule, allow for more leading than normal for Mrs. Eaves copy setting due to its short x-height; 8 / 10 is a good place to start. Because Din is a heavy, condensed face, consider adding tracking to the typesetting; depending on the point size, anywhere from 0 - 75 TR should be sufficient. _Our brand signature wordmark is set in Serlio and the tag line is set in Trade Gothic Condensed No.18. No other substitutions are allowed. _Electronic communications (email) use our alternate font, Times New Roman to substitute for Mrs. Eaves in running text.


25

// PHOTOGRAPHY

Brand St yle Guide

Product photography may be done in a studio or in its natural environment. When done in a studio, the product should be the only compositional element, and it should be shot crisply, preferably on a white background.

PRODUCT

Because our brand not only offers a product, but also an experience, it is important to convey this in our marketing material. Special care should be taken with photographic style to ensure the brand mood is accurately conveyed. _Lifestyle photography should focus on the mood and social components of the composition. Lighting should be natural. Harsh filters, contrast, angles, and extreme photoshop effects should not be used. A shallow depth of field should always be considered during a photo shoot, as it adds softness, warmth, and depth to the images._Product photography may be done in a studio or in its natural environment. When done in a studio, the product should be the only compositional element, and it should be shot crisply, preferably on a white background. When shot in context of the environment, the product should be shot with a shallow depth of field, with sharp focus on the brand and product. All background distractions should melt into the background, while still contributing to the mood of the brand experience._Bokeh is a desirable photographic characteristic that should be incorporated when shooting lifestyle photography, especially when planning for images to be used in conjunction with web banners.

Lifestyle photography should focus on the mood and social components of the composition. Lighting should be natural. Harsh filters, contrast, angles, and extreme photoshop effects should not be used. A shallow depth of field should always be considered during a photo shoot, as it adds softness, warmth, and depth to the images.

When shot in context of the environment, the product should be shot with a shallow depth of field, with sharp focus on the brand and product. All background distractions should melt into the background, while still contributing to the mood of the brand experience.

LIFE ST YLE

ENVIRONMENT

27

// APPLICATIONS

661 Howard Street San Francisco / CA / 94105

T 415 / 974 0905 • F 415 / 974 [email protected] WWW.THIRSTYBEAR.COM

Ron SilbersteinHead Brewer661 Howard Street San Francisco / CA / 94105

13 March 2012

To the San Francisco Brewer’s Guild,

We are delighted you have chosen our hand-crafted organic beers to showcase in your 2012 BeerFest. We are committed to elevating the San Francisco tradition of ingenuity and progressive thinking when it comes to brewing beer. As with the previous years, we do require that the Brewer’s Guild take out supplementary insurance for the event in the very unlikely but unfortunate case of bodily injury to a customer. As you know, these events can involve consumption of large quantities of alcoholic beverages and wherever that is concerned, you are likely to see a few jackasses in the crowd come out. Please don’t mistake our forward-thinking for negativity; we love participating in these events, and it is precisely this copious amount of beer-drinking that has led to our sucesses.

We look forward to hearing back from you. Please set up an appointment with our Brewmaster Brenden Dobel to tour our facilities, taste our special brews currently on tap, and discuss the final details of the contract.

Best Regards,

Ron Silberstein




// STATIONERY/ LETTERHEAD & ENVELOPE

Brand St yle Guide

RON SILBERSTEINHead Brewer



Thirsty Bear


RON SILBERSTEINHead Brewer



Thirsty Bear


/ BUSINESS CARD

FRONT BACK

31

// STATIONERY/ PRESENTATION FOLDER

Brand St yle Guide




/MAILING LABEL

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// MOBILE APPLICATIONBrand St yle Guide

APPLICATION ICON

LOADING PAGE BEER MENU

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// WEB APPLICATIONS/ COMPANY WEBSITE

Brand St yle Guide

FAVICON

/ EMAIL SIGNATURE

37

// WEB APPLICATIONS/ SOCIAL MEDIA

Brand St yle Guide

FACEBOOK

T WIT TER

39

// WEB APPLICATIONS/ ADVERTISING

Brand St yle Guide

VERTICAL WEB BANNER

HORIZONTAL WEB BANNER

41

// ENVIRONMENT/ ADVERTISING

Brand St yle Guide

BILLBOARD

DELIVERY TRUCK

/ SIGNAGE

RE STAUR ANT SIGNAGE

43

// UNIFORMS/ KITCHEN

Brand St yle Guide

CHEF’S UNIFORM

/ SERVICE

BADGE REEL

SHIRT

APRON

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// DINING/ PRIMARY EXPERIENCE

Brand St yle Guide

DINNER WARE PINT GL A SS

MENU

/ SUPPLEMENTARY EXPERIENCE

COA STERS

TO GO BAG

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// EPHEMERA/ GIFTS

Brand St yle Guide

GIF T CARDS

USB DRIVE

SWE ATSHIRT

49

// COLOPHON

Brand St yle Guide

These guidelines were designed and published by Samantha Hodgson. The body copy is set in Mrs. Eaves 8/10. The Running Head is set in Din Medium, 8/10 +TR75. The Section Headsare set in DIN Schrift 20/30. This book was printedon Epson Heavy Weight Matte using an EPSON Stylus Photo 1400 inkjet printer.

Thirsty Bear Brewery Brand Guidelines

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