Barn Door Brewing Co. Graphic Standards Manual 07/09/2014
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1 Barn Door Brewing Co. Graphic Standards Manual 07/09/2014
2 TABLE OF CONTENTS Introduction 2 01: The Brand 3 The Mark 4 Logo Configurations 5 Clear Space 6 03: Packaging 18 Label Artwork 19 LCBO Specifications 20 04: More Information 21 Brand Assets + Contact Info 22 Incorrect Use 7 Colour Palette 8 Hand-Lettering 9 Secondary Typography 10 Illustration 11 Photography 12 02: Stationary 13 Business Cards 14 Letterhead 15 Envelopes 16 Sell Sheets 17 1
3 INTRODUCTION Barn Door Brewing Co. (BDBC), like all organisations has a visual identity that represents its values. These guidelines will help you produce consistent and effective communication materials for BDBC. As well as providing the details of how elements should be used together, the guidelines should inspire you when developing our brand, establishing useful parameters without restricting creativity If you have any questions or queries please consult BDBC directly (see p22). 2
4 Barn Door Brewing Co. The Brand SECTION 01
5 THE MARK Main Logo Alternate Logo (Initials) Main Logo The BDBC logo is the most important element of our visual identity. It must not be re-drawn or altered in any way and has size and minimum space requirements to ensure that it is always visually recognizable. Alternate Logo (Initials) This is the secondary logo for BDBC and should be used as a secondary design element or for smaller applications where the main logo is unclear. This logo follows the same colour and application rules as the main logo. Wordmark Wordmark The wordmark version of the logo is to be used when space is limited, but the full name is required. It can also be used to compliment the main logo. 4
6 LOGO CONFIGURATION Black Only Black Only In situations where the logo must be printed in 1 colour, always use PANTONE Black or the CMYK values listed on page 8. 1 Colour (When approved) In some cases you may be permitted to print the logo in one of our secondary colours (PMS 7622, PMS 534 or PMS 7483), but should first contact BDBC (See p22) for approval. 1 Colour (When approved) Coloured Backgrounds When placing the logo against a background colour, use a white background on the interior of the logo. Also, a white stroke roughly the width of the outer border should be added and outer details should be removed. Never invert the logo. Coloured Backgrounds 5
7 CLEAR SPACE & MINIMUM SIZE Clear Space X Clear Space A minimum amount of clear space should always surround the logo in order to separate it from headlines, text, imagery and the outer edge of a document. The clear space is defined as 2X, which is twice the width of the B in the Barn Door logo. When using the alternate logo, the clear space is defined as X, which is the width of the B in the BDBC initials. X Minimum Size The logo should always be displayed at a width of 1 inch or larger. Use the alternate logo for applications that are smaller than 1 inch. The minimum width for the alternate logo is 1/2 inch. Minimum Size 1/2 INCH 1 INCH 6
8 INCORRECT USE The consistent application of the BDBC logo is essential to building and maintaining brand identity. The logo should never be altered or redrawn in any way and only approved digital artwork should be used in documents and on the web. While not an exhaustive list, the examples below illustrate some incorrect uses and deviations to avoid. Do not add effects to the logo Do not rearrange the different elements of the logo or add new elements Please read through this manual and apply the logo to BDBC specifications. Do not position the logo on an angle Do not stretch or distort the logo. Always use it in its original proportions. Do not change the colours of the logo Never place a colour version of the logo against a background of a similar tone. Do not fill the logo with a colour Do not use low-res versions of the logo 7
9 COLOUR PALETTE Logo Colour Palette Logo Colour Palette The colour palette used by BDBC for the logo is based on the print industry standard, the PANTONE MATCHING SYSTEM. The main BDBC colour is PANTONE Black. When limited by technical or budgetary constraints, these colours may also be reproduced in CMYK, or process colour. When using silk-screening, vinyl applications or other non-offset reproduction methods, colour must be matched as closely as possible to the Pantone standards. Please note, the same ink colour might appear slightly different depending on the paper stock selected. Coated and uncoated stocks reflect colours differently as well as different paper finishes and paper colours. The colour you see on your monitor or from laser printing should not be used for visual matching. PMS BLACK CMYK 0, 0, 0, 100 RGB 0, 0, 0 HEX # Secondary Brand Colours PMS 7622 PMS 534 PMS 7483 Secondary Brand Colours If an accent colour is required as a design element, please use the secondary colour values specified here. CMYK 25, 95, 85, 25 RGB 151, 37, 43 HEX #97252B CMYK 100, 85, 35, 25 RGB 30, 52, 93 HEX #1E345D CMYK 85, 40, 90, 35 RGB 35, 92, 55 HEX #235C37 8
10 HAND-LETTERING Style Examples Style Examples Part of what makes the BDBC identity unique is the use of hand-lettered typography. Hand-lettering should be used for titles on packaging, advertisments and marketing collateral. 9
11 SECONDARY TYPOGRAPHY Primary Type Family The main type family utilized by BDBC is Gotham. The Extra Bold and bold weights should be used in headlines or where emphasis is required. Body copy and secondary information should be displayed in the regular or light weights. Italic weights are available for emphasising certain words or phrases and condensed weights can be used when space is limited (e.g., packaging and shipping labels). Secondary Type Family In some cases, body copy can be set in a serif font that is complimentary to Gotham. Stay away from decorative or display typefaces that look unprofessional. Primary Type Family - Gotham 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 Gotham Black 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 Gotham Bold 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 Gotham Medium 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 Gotham Book 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 Gotham Light 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 Gotham Book Italic 10
12 ILLUSTRATION Overall Style Illustrations used on packaging and other branded materials should utilize the style dictated in the examples on the right. BDBC illustrations are hand-drawn with strong black outlines and an earth-tone colour palette. 11
13 PHOTOGRAPHY Style Examples Style Examples Photography used for any branded materials should be consistent with the overall look and feel of the BDBC brand and the examples shown here. They should have a rustic/textured look and be neutral in colour or complimentary to the BDBC colour palette (see pg8). 12
14 Barn Door Brewing Co. Stationary SECTION 02
15 BUSINESS CARDS Front 0.32" GOTHAM BLACK, 9PT GOTHAM BOOK, 8PT Specifications 0.5" Both the front and back of the business cards should be printed in black ink only. See diagrams on the right for exact measurements and type specifications. EMPLOYEE NAME Job Title T: E: 2" GOTHAM BOOK, 7PT When printing, always use.eps or high resolution pdf files. 164 Cemetary Road, Uxbridge, 0N L9P 1R1 BDBCo.ca GOTHAM BOLD, 7PT 0.25" 3.5" 1.125" Back 0.67" 0.75" 0.54" 2" 3.5" 14
16 LETTERHEAD Standard Letter Size (8.5 x 11") Specifications All letterheads should be printed in black ink only. See diagram on the right for exact measurements and type specifications. 1" 1.8" 0.5" 2.35" A Microsoft Word template is available upon request. Date Addressee s Name Company Name Address City, State Zip Salutation: GARAMOND BOOK, 11PT This letter demonstrates the recommended typing format for all correspondence and is an integral part of the letterhead design. The date is top-aligned at 2.35 inches from the top edge of the paper and 1 inches from the left edge, thus setting the margin for the entire letter. The addressee s name is positioned flush left, two spaces below the date. Title, company name, etc. are positioned flush left under the addressee s name. The salutation appears three spaces below the address. 11" The body of the letter begins two spaces below the salutation, using single spacing between lines and double spacing between paragraphs. There are no indentations. The maximum line length should not exceed 5.75 inches. All letters should be typed in Garamond Regular 11pt, with 13pt line spacing. A double space separates the body of the letter from the complimentary close, with four spaces to the name of the sender and the title. Complimentary close, Name of sender Title 2.7" 164 Cemetary Road, Uxbridge, 0N L9P 1R1 T: BCDCo.ca GOTHAM BOLD, 8PT GOTHAM BOOK, 8PT 8.5" 15
17 ENVELOPES #10 Envelope (4.125 x 9.5") 0.35" 0.15" GOTHAM BOOK, 7PT Specifications All envelopes should be printed in black ink only. See diagrams on the right for exact measurements and type specifications. Other envelope sizes should utilize the same placement and spacing " When printing, always use.eps or high resolution pdf files. 1.29" 9.5" #10 1/2 Envelope (9 x 12") 0.35" 0.15" GOTHAM BOOK, 7PT 164 Cemetary Road Uxbridge, 0N L9P 1R1 9" 1.29" 12" 16
18 SELL SHEETS Standard Letter Size (8.5 x 11") 0.5" 3.8" Specifications All sell sheets should be printed using 4-colour Process/CMYK colour. See diagrams on the right for exact measurements and type specifications. 0.5" 1.78" SUMMER STORM LAGER FLAVOUR CHARACTERISTICS: Summer Storm Lager is brewed with the spirit and style of an authentic, medieval-style Kellerbier. As its name suggests, this beer is meant to be a refreshing beer garden treat on a warm summer afternoon. Summer Storm is well-lagered and unfiltered giving it a cloudy and flavourful character. Medium bodied, the combination of Munich malts and Noble hops create wonderful flavours. It has a perfect balance of non-sweet maltiness, citrus and a prominent German hop bitterness. GOTHAM BLACK, 24PT GOTHAM BOLD, 12PT GOTHAM BOOK, 8.5PT FOOD PAIRINGS: Summer Storm Lager is versatile and pairs well with a wide variety of foods. It goes nicely with spicy foods, sausage, pizza, deep fried calamari and even oysters. Pair Summer Storm with fresh Cottage cheese, Bocconcini, Brie or Gouda. KEY INFORMATION: COUNTRY OF ORIGIN: Canada MALT: Pilsner, Caramel, Bohemian HOPS: Hallertauer ALCOHOL/VOLUME: 4.8% AVAILABLE FORMATS: Bottle: 500mL Keg: 20L, 30L, 50L SUGGESTED GLASSWARE: Pilsner Glass, German Stein or Shaker Style Ale Glass KEG FITTINGS: D System Sankey Style Coupler PRODUCT AVAILABILITY: Draught: Direct delivery by Provincial Beverages Bottle: Select LCBO Stores, LCBO Agency Stores and our Brewery Retail Store CSPC # LCBO: (single serve 500mL bottle comes 20 X 500mL per case) RETAIL PRICE: $3.25 for a 500mL bottle ABOUT BARN DOOR BREWING COMPANY: Barn Door Brewing Company beers are brewed at our award winning craft brewery located in Nobleton, Ontario. They are made by the same team that brews our famous King Pilsner, King Vienna and King Dark lager. The brewery officially opened in July of 2002 with one of the only authentic German decoction brewhouses in Canada. Committed to brewing stylistically authentic, ultra-premium beer, the brewery has earned worldwide recognition with both discerning beer drinkers and critics alike. Our brewery offers an unprecedented combination the craftsmanship and heritage of Old World brewing, combined with the freshness of a local product resulting craft beer that rivals the worlds best beers in both taste, quality and consistency. 11" GOTHAM BOOK, 9PT FOR INFORMATION OR TO ORDER: sales@provincialbeverages.com ProvincialBeverages.com PROVINCIAL BEVERAGES OF CANADA INC., 5645 King Road, Nobleton, Ontario, Canada L0G 1N0 1.5" GOTHAM BOOK, 8PT 8.5" 17
19 Barn Door Brewing Co. Packaging SECTION 03
20 LABEL ARTWORK Label Examples Specifications All BDBC bottled products utilize paper labels and 4 colour Process/CMYK printing. Each label has a custom die cut shape and should have 0.125" of bleed. The overall format of the label should match the examples to the right. For more information about the typography, illustration style and branding, consult Section 1 (p3-12) of this guide. For LCBO requirements, see page " BLEED DIE LINE 19
21 LCBO SPECIFICATIONS Specifications Requirements The following elements are required by the LCBO. For more information regarding measurements and placement, see the diagrams on the right. Single Field of Vision With only a sip of this celebration lager, you will be transported to the beer tents of Munich's historic Oktoberfest. This exceptional beer is enhanced by Saaz hops to add a spicy, herbal flavour and aroma. Its rich gold colour and bready, malty sweetness goes great with sausage and sauerkraut. Prost! 1) Common Name - Product type (English + French) - 1.6mm high, based on lower case o 2 3 2) Net Quantity - Metric units of volume (English + French or abbreviation) - 1.6mm high, based on lower case m SINGLE FIELD OF VISION 4 3) Alcoholic Strength - % alc./vol (English + French or abbreviation) - 1.6mm high, based on lower case o 4) Country of Origin (English + French) - 1.6mm high, based on lower case o Barcodes B Anywhere Except Bottom A IN MILLIMETERS MAGNIFICATION A B C D 5) Dealer - Legal name + city, province and country (English or French) - 1.6mm high, based on lower case o D C HRC 80% 90% 100% 120% ) Brewing Location - City/town/place (English Only) - 1.6mm high, based on lower case o 3MM QUIET ZONES 160% 200% ) U.P.C.-A Bar Code (12 digit format: ) - Size can range from 80% to 200% - Size includes quiet zones - Must include human readable characters (HRC) 20
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