37 Beer & Meat | Brand Constants Guidebook

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BRAND CONSTANTS GUIDEBOOK

CONTENTS

Introduction Logo Usage Color Palette Typography

01 02 07 11

Corporate Identity Business Card Letterhead Envelope Notepads T-Shirt Delivery Bags Club Card Complaints And Suggestions Gift Card Art Elements Illustrations

14 15 16 17 18 19 20 21 22 23 25

INTRODUCTION

The new logo is a modernisation that transmits “PUB 37” development following the market changes and digital trends. For the new logo, we have chosen 3 distinguishing attributes: “37” sign, beer glass and a wooden stand. “37” stands for the address where the outlet is located on- 37 Mashtots avenue. 37 is a recognisable brand attribute and visual constant element in on and offline media communication.

Glasses are what the premium beers are served at 37 BEER AND MEAT GRILL HOUSE. Each has its’ special shape and meaning. The wood stand is what the group drinks are served with.

Where can be a better place to praise the moments with friends and loved ones, if not 37 BEER AND MEAT ?!

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LOGO USAGE LOGO

The new renaming and logo restyling from “PUB 37” to “37 BEER AND MEAT GRILL HOUSE” sets a clear identification of the outlet’s profile and offered dining varieties, yet remains recognizable among current customers. The original “37” has been refined and augmented with beer glass contour and “BEER AND MEAT” script.

The naming is officially registered as “37 BEER AND MEAT GRILL HOUSE”.

No other alterations may apply.

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LOGO SPACE AND SIZE

=X L 855px

H 485px

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English is the primary version for the logo. It can also be used in Armenian version for certain cases, such as external signboard, letterheads.

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“37 BEER AND MEAT GRILL HOUSE” is the official signature of the logo. For special events and occasions the beer glass contour and 37 can remain, while the script “BEER AND MEAT” is replaced with corresponding messaging.

LOGO SPACE AND SIZE The complete logo is based on a “L-855px, H-485px =X” aspect ratio.

Never deviate from these proportions and never attempt to recreate the logo yourself.

Max Text Area

ST. PATRICK’S DAY

THE PREFERRED WAY TO USE THE LOGO IS Keeping clear space around the logo.

Scaling the logo proportionally.

Always respecting the clear space and keeping it free of any marking.

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CO-MARKETING

INCONSISTENT LOGO USAGE

In equal co-marketing cases, when the “37 BEER AND MEAT” and business partner’s logos are used together (on print and online media), both logos are displayed in equal size and placement.

Inconsistent use of our logo detracts from our brand equity and recognition.

Altering or recreating our logo in any way negates the consistency we strive to achieve.

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Incorrect Spelling

Incorrect Background

Additional Shadows

Incorrect Resolution

Do not use other variations of spelling except officially registered ones. For example, BEER & MEAT, MEAT AND BEER, Beer and Meat.

Do not use distracting background.

Do not add any shadows to the logotype.

Do not change the vector file’s resolution. Logo can not be accepted pixelated.

BUSINESS PARTNER BUSINESS PARTNER BUSINESS PARTNER LOGO LOGO LOGO

Note: prior written permission is required anytime the logo is placed with third-party company logos.

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BEER AND MEAT Incorrect Placement

Incorrect Font

Incorrect Color

Incorrect Shape

Do not stretch or rotate the logo. The logo may only be positioned on a horizontal axis.

Do not redraw or use another font to create the 37 BEER AND MEAT GRILL HOUSE logo.

Do not reproduce the logo in an unapproved color.

Do not use the logotype in other shapes.

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COLOR PALETTE

CHARCOAL

GRAPE

CURRANT

ROSEWOOD

BARLEY

FOR WEB USE

FOR WEB USE

FOR WEB USE

FOR WEB USE

FOR WEB USE

R 65 G 65 B 65

R 120 G 75 B 85

R 135 G 55 B 65

R 160 G 90 B 95

R 205 G 190 B 175

FOR PRINT USE

FOR PRINT USE

FOR PRINT USE

FOR PRINT USE

FOR PRINT USE

C 0 M0 Y 0 K 90

C 45 M 70 Y 50 K 30

C 30 M 85 Y 70 K 30

C 30 M 70 Y 55 K 15

C 20 M 20 Y 30 K0

HEX #414141

HEX #784C56

HEX #873842

HEX #A05A5E

HEX #CDBFAF

COLOR USAGE & SHADES

Charcoal, Grape, Currant, Rosewood, Barley and White are “37 BEER AND MEAT” approved brand colors. They are used mainly in on- and offline media vehicles. For consistency it is essential that colors are reproduced as accurately as possible. Care must be taken in selecting the correct color reference for different applications. It is strictly prohibited to apply different color shades. During printing/production, color 10% deviation may apply only.

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20%

10%

5%

30%

30%

5%

CHARCOAL

GRAPE

CURRANT

ROSEWOOD

BARLEY

WHITE

Calm and quiet tone that provides a tranquil environment and work with almost any color. The color stands for the charcoal the meat at the GRILL HOUSE is grilled on.

Sophisticated Grape color creates an elegant accent for visual items used on online media mainly.

Referring to the color of fresh meat, Currant color reflects mouthwatering delicacies the “37 BEER AND MEAT GRILL HOUSE” is beloved for.

Richly hued, this color refers to the interior wood-finish of the Grill House.

Barley color stands for the primary ingredient the most of beers are made of in the world - the barley.

Clean and discreet, White creates the feel of freshness what each dining outlet is striving to.

COLOR BALANCE The brand approved colors are balanced within each other to create a modern and clear look to design materials.

Main background for visual items is Barley, while Ash and Rosewood appear as a primary color for logo or other messaging use.

White, Grape and Currant can be applied to create a color contrast in design.

The logo shall never contain the combination of more than two colors.

LOGO COLORS “37 BEER AND MEAT” logo can have various color appliances. Yet, 2 color combinations are allowed to use only.

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TYPOGRAPHY

PRIMARY TYPEFACE

CHEVRON STF

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@$%

TYPEFACE SIZE 170PT

CHEVRON STF ARM

ԱԲԳԴԵԶԷըԹԺԻԼԽԾԿՀՁՂՃՄՅՆՇՈՉ 0123456789!@$%

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@$%

HEADLINES

BODY COPY SIZE 13PT

Gloucester MT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@$%

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@$%

BODY COPY

BODY COPY SIZE 11PT

DejaVu Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@$%

DejaVu Sans font family is applied for long body copy, such as power point presentations and work documents.

MIN SIZE

SYSTEM ALTERNATE

BODY COPY SIZE 6PT

Verdana

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@$%

In cases where Primary and Secondary typefaces are not available, such as email communication, Verdana is the alternative typeface. It shall not by mixed with other system fonts.

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Side A

Side B

H 1,063 px

L 650 px

CORPORATE IDENTITY 13

Armenia / Yerevan

BUSINESS CARD 14

L 2,575 px L 2,480 px

H 3,508 px

H 1,264 px

ՀՀ, Երևան 0002 0002 Yerevan, Armenia

www.loremipsum.com

LETTERHEAD

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ENVELOPE

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H 644 px

NOTEPADS

L 1,052 px

Front

Inner page

L 2,480 px

H 3,508 px

Back

L 1,240 px

CONGRATS! YOU'RE ENJOYING WORLD PREMIUM BEER!

YOU'RE ENJOYING WORLD PREMIUM BEER!

H 367 px

H 1,748 px

CONGRATS! L 600 px

T-SHIRT SHIRT

L 2,480 px

H 3,508 px

CONGRATS! YOU'RE ENJOYING WORLD PREMIUM BEER!

37 MASHTOTS AVE. +374 10 531 651 +374 99 531 651 director@pub37.com

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DELIVERY BAGS Side A L 1,010 px

H 638 px

L 3,425 px

CLUB CARD H 1,397 px

H 3,898 px

L 2,438 px

Side B

Name Surname

CLUB CARD

Armenia / Erevan

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20

Front / Back L 7,016 px

H 4,961 px

Side A

COMPLAINTS AND SUGGESTIONS

37 MASHTOTS AVE.

Designed by:

Inner page

H 1,063 px

L 650 px

+374 10 531 651 +374 99 531 651 director@pub37.com #37grillhouse

COMPLAINTS AND SUGGESTIONS

Name Surname

Armenia / Yerevan

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Side B

GIFT CARD

GIFT CARD 22

ART ELEMENTS “37 BEER AND MEAT” has key art elements aiming to strengthen the visual perception of the brand. These elements can be used both in on- and offline communication. Along with the logo, the given visual elements can become a visual aid for the viewer on identifying the “37 BEER AND MEAT” profile.

Beers In an illustrative way the given visuals convey the assortment of beers offered by “37 BEER AND MEAT”. Each beer is has its unique glass ensuring the best experiential serve to the guests.

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Meat Layers Another art element is meat layers, which can be used as a background.

Simple and minimalistic, yet this pattern is identified with the fresh meat and mouth-watering grills assortment served at “37 BEER AND MEAT”.

LONDON PRIDE

LEFFE

GUINNESS

MURPHYS

London Pride is the leading premium ale in the UK, a multiple winner of British and international beer contests and festivals.

The beer has a rich golden color, a thin balanced aromas of iris molasses and bread with a slightly noticeable admixture of citrus. The taste is dominated by caramel and iris with a light grapefruit tint and hop bitterness, which makes the aftertaste very light and refreshing.

Leffe is the legendary Belgian ale, which has a century-old history and a very interesting origins. The first mention of this beer is found in documents dated 1240th year! Traditionally, in European monasteries, beer has always been brewed, but no other drink has achieved such success as Leffe. The great taste of this beer is due to its high density and strength, as well as its composition with a unique set of herbs.

Guinness Draft is a classic dark Irish stout, which is one of the most successful beer brands worldwide. It is brewed in almost 50 countries and is available in over 120.

Murphy's is a stout brewed in Cork, Ireland.

Its flavour is evocative of caramel and malt and is described as "a distant relative of chocolate milk". The resemblance to milk extends beyond flavour to texture: Murphy's is free from any hint of carbonation, and is delivered "black as strong cappuccino" with an inch of foam – the head – on top.The water of the River Lee in Cork allegedly gave Murphy's its quality.

The beer is loved by millions of people all over the world, the drinks are delivered to more than 60 countries.

The legendary beer is made from burnt falvour, caramel malt and roasted unmalted barley.

Due to these ingredients the beer has a dark brown color, as well as shades of coffee in the taste. Guinness is well combined with grilled meat and smoked products.

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ILLUSTRATIONS 25

In fun, a bit surreal, illustrations every viewer can find very diverse characters and details – a peer from the yard, a movie hero, celebrity or imaginative animal. Even though they all are different, but so much connected with the cherishing world of beer. Explore the dark side of the beer…

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