BRAND STYLE GUIDE
TABLE OF CONTENTS
MISSION 1. LOGO USE Primary Logo Secondary Logos Dissected Marks Logo Clear Space Unacceptable Usage Color Usage Logo Grid Branded Material 2. TYPOGRAPHY 3. COLORS Primary Brand Colors Secondary Brand Colors 4. PHOTOGRAPHY Imagery Selection Photo Treatment COLOPHON
1 2 3 4 5 6 7 8 9 10 11 18 19 19 21 22 24
HOMEMADE & HOMEGROWN OUR MISSION
Groundswell Board Game Cafe is a homegrown space, formed by Vegas locals who wanted to turn their weekly game nights with friends into a profitable business. With a library of over 400 board games and an exciting menu of handcrafted drinks, Groundswellâ€™s mission is simple: to hang up the phone and connect, face-to-face through games and coffee. GROUNDSWELL BRAND GUIDELINES | 1
1. LOGO USAGE
PRIMARY LOGO The Groundswell logo is the cornerstone for the business’ visual identity. Use this primary logo on all official communication materials.
MINIMUM SIZE The smallest the logo should be represented is 1.5”
GROUNDSWELL BRAND GUIDELINES | 3
SECONDARY LOGOS These lockups are used with the brand taglines.
DISSECTED MARKS These marks can be used independently on small form materials and when the brand calls for single color usage.
GROUNDSWELL BRAND GUIDELINES | 4
LOGO CLEAR SPACE To ensure clarity, always allow clear space for the logo to isolate the mark from competing graphic elements. The minimum clear space is defined by the height of O.
GROUNDSWELL BRAND GUIDELINES | 5
1. Do not distort any portion of the logotype or signature. BOARD GAME CAFE
2. Do not change any typographic elements 3
3. Do not tilt or rotate the logotype to any degree. 4. Do not rearrange any elements of the logotype. 5. Do not alter the size of any of the individual elements of the logotype. 6. Do not alter the logo colors.
GROUNDSWELL BRAND GUIDELINES | 10
GROUNDSWELL BRAND GUIDELINES | 11
COLOR USAGE As a flexible logo identity, this logo can be portrayed against different colors to fit the context of the business.
GROUNDSWELL BRAND GUIDELINES | 12
LOGO USAGE ON BRANDED MATERIALS Use primary logo and secondary on all communication materials. When color printing is limited, use dissected marks to represent the brand.
GROUNDSWELL BRAND GUIDELINES | 13
PRIMARY HEADER TYPEFACE - Use uppercase for headlines only
LIEBEERIKA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ THE QUICK BROWN FOX JUMPED OVER THE LAZY DOG
SECONDARY HEADER TYPEFACE - Use for subheaders and some headlines
FUTURA PT BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ THE QUICK BROWN FOX JUMPED OVER THE LAZY DOG
PRIMARY BODY TYPEFACE - Use for body copy
Futura PT Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz The quick brown fox jumped over the lazy dog. GROUNDSWELL BRAND GUIDELINES | 15
IMPORTED FAIR TRADE ORGANICALLY GROWN
PRIMARY BRAND COLORS
CREAM R255 G234 B207 C0 M8 Y22 K0 #FFEAC9 PMS 7506 C
INDIGO R39 G64 B71 C83 M80 Y55 K44 #274047 PMS 546 C
LATTE R226 G176 B134 C11 M32 Y50 K0 #E2B068 PMS 720 C
SECONDARY BRAND COLORS
GREY R78 G105 B111 C72 M46 Y49 K17 #4F6970 PMS 7545 C
RED R220 G30 B52 C7 M100 Y86 K1 #DC1E34 PMS 485 C
GROUNDSWELL BRAND GUIDELINES | 19
YELLOW R244 G212 B83 C5 M13 Y80 K0 #F4D453 PMS 129 C
GREEN R113 G195 B135 C57 M0 Y63 K0 #71C387 PMS 346 C
BLUE R33 G59 B117 C100 M87 Y26 K12 #223B75 PMS 546 C
PURPLE R153 G39 B83 C33 M96 Y49 K16 #992753 PMS 208 C
IMAGERY SELECTION Groundswellâ€™s aesthetic represents the duality of industrial antiquity and contemporary style. Find natural, dynamic, and candid photos. Avoid photography that is too sterile or overly staged.
GROUNDSWELL BRAND GUIDELINES | 21
PHOTO TREATMENT Apply a grain filter and vintage color treatment to fit brand imagery. Use candid shots of all subjects. Do not use black and white images that are too professional.
GROUNDSWELL BRAND GUIDELINES | 22
HANG UP THE PHONE BRO!
IT’S GAME NIGHT! Brand Style Guide for Groundswell Board Game Cafe Design by A. Charvet © 2019 Printed 2019 by Ana Charvet Typography Futura PT Book Binding in the Coptic Stitch Style by A. Charvet