STYL E GUIDE
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teak & Ale is a chain of restaurants that
originated in Dallas, Texas in 1966. The company recently decided to leave behind the casual dining field and reposition itself towards a more upscale clientelle. Craft and quality are now of the restaurant’s top concern, which we’ve chosen to reflect in the brand’s updated style. This renovated look blends careful craftsmanship and attention to detail with the twinge of grit and steady wear that only comes from tried and true reliablity; an age that commands respect and tells its story in silence. Steak and Ale. for the self made man. For the traditionalist. For the alpha who owns every room he walks into.
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Table of Conte n t s
Brief 7 • logo 9 • Color 14 • Type 16
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Creative Br i e f WHO ARE WE SPEAKING TO? Men who mean business. • WHAT DO THEY CURRENTLY THINK? Steak & Ale is a mediocre chain that emphasizes value for your dollar. • WHAT DO WE WANT THEM TO THINK? Steak & Ale is where you wine and dine your most high profile clients. • WHAT IS OUR UNIQUE SELLING POINT? Craft & quality.
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Ru les of Logo U sage
The Steak & Ale logo is made up of two elements: the customized ampersand and the words “steak” and “ale” with the “s” in steak ommitted to read “teak”. Both of these elements have been altered to create a totally unique logo. There are different configurations and color versions of the Steak & Ale logo available, depending on where it is being used. The colors allowed for use can be viewed on page 14. The logo shall only ever be one of these six predetermined colors, never a combination of two or more. A slight opacity variation is used for the Steak & Ale logo. “Ale” is set at 80% opacity while the rest of the logo remains at 100% opacity. To maintain a strong, distinctive brand, it is important to use the Steak & Ale logo in a consistent way. Do not alter the logo in any manner. Below are some examples of what not to do: 1. Do not distort the logo. 2. Do not recolor any part of the logo. 3. Do not retype the logo in a different font. 4. Do not encroach on the minimum clear space. 5. Do not resize the ampersand symbol relative to the logotype. 6. Do not alter the relationship between the symbol and the logotype.
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TEAK
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sponsored by
ALE
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Co l o r Pa lette
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WHITE CMYK: 0 0 0 0 RGB: 255 255 255 HEX: #FFFFFF
GREY CMYK: 29 23 23 0 RGB: 182 182 183 HEX: #B6B6B7
GOLD CMYK: 37 36 70 6 RGB: 162 145 97 HEX: #A29161
WOOD CMYK: 56 63 81 64 RGB: 60 47 29 HEX: #32CF1D
CHARCOAL CMYK: 70 64 63 64 RGB: 44 45 45 HEX: #2D2D2D
BLACK CMYK: 0 0 0 0 RGB: 0 0 0 HEX: #000000
PRIMARY
SECONDARY
PRIMARY
SECONDARY
PRIMARY
SECONDARY
PRIMARY SECONDARY
Rules of Color Usage: Steak & Ale has six standard colors, three primary and three secondary. These six colors are White, Grey, Gold, Wood, Charcoal, and Black and their specific color codes are noted to the left. These colors are for general use, such as communications (posters, banners, etc) advertising, and any other Steak and Ale branded material.
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T yp efa c es
Logo and Heading Typeface: Otama ABCDEFG H IJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}:â&#x20AC;?<>? Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eismod tempor indicdunt ut labore et dolore magna aliqua. Ut enimad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Body Typeface: Hagin Caps Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + { } :â&#x20AC;? < > ? Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eismod tempor indicdunt ut labore et dolore magna aliqua. Ut enimad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
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Body Typeface: Hagin Caps Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + { } :â&#x20AC;? < > ? Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eismod tempor indicdunt ut labore et dolore magna aliqua. Ut enimad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Rules of Type Usage: The typeface Otama is to only be used in construction of the logo. It is not to be used in copy or for titles or headers in any intstance. Hagin Caps Medium and Hagin Caps Thin are used in all other instances of type. Tracking for these typefaces is either 50 or 100 for Hagin Caps Medium and either 25 or 50 for Hagin Caps Thin. It is up to the designer to determine which tracking weight is appropriate in each usage.
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