Logo, Brand & Style Guide – Plan B Burger Bar

Style Guide Plan B Burger Bar Style Guide

T he following graphic system for the Plan B Burger Bar Signature is a structure for communicating and presenting our brand logically, clearly and with distinction.

Plan B Burger Bar A Division of Locals 8 Holding Company 484 Farmington Avenue Hartford, CT 06105 (additional contact info?)

860-231-9928 Administrators Allie J. Gamble Founder, CEO AGamble@Locals8.com Shawn M. Skehan Co-Founder, President SSkehan@Locals8.com Robert Hawley Vice President of Operations RHawley@Locals8.com Lena DiGenti Director of Brand Strategy LDiGenti@Locals8.com 860-324-5205 Locations PLAN B West Hartford 138 Park Road West Hartford, CT 06119 Phone: 860-231-1199 Fax: 860-218-2458 PLAN B Simsbury 4 Railroad Street Simsbury, CT 06070 Phone: 860-651-9087 PLAN B Glastonbury 120 Hebron Street Glstonbury, CT 06033 Phone: 860-430-9737 Fax: 860-430-9783 Future Locations: PLAN B Atlanta PLAN B Boston PLAN B Chicago PLAN B Georgetown our Affiliates Tisane Euroasian Cafe 537 Farmington Ave. Hartford, CT 06105 Half Door Irish Gastro-Pub and European Beer Bar 270 Sisson Ave. Hartford, CT 06015

Welcome to the Plan B Style Guide

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e are very excited that you have taken the time to learn our identity. How we communicate is how people see us and perceive our message. Keeping our message consistent is an essential element of our success. Our signature, which is comprised of our logo, logotype and tagline establishes a clear visual

identity. Maintaining this identity will require diligence and planning—and

that’s what these guidelines can provide. In the pages that follow you will find many tools that will allow you to be creative while maintaining our identity. The goal here is to help you become familiar with all of the tools that can help you create engaging communications with our Signature— communications that will reinforce our mission and philosophy.

“Responsibility to our customers and to our environment is a principal tenant of the Plan B Burger Bar philosophy.”

— Al Gamble, Owner, CEO

PLAN B BURGER BAR STYLE GUIDE

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Contents 5 Introduction 6

History

8 Mission 9

General Usage Guidelines

10 Logo 11

Visual Elements

12 Signature Gallery 13 Downloads 14 Signature Colors 16 Clear Zone 16 Reproduction Size 17 Reverse Signature 17 Overprinting 18 Tagline Usage Guidelines 20 Font usage 22 Incorrect Usage 24 Stationary 27 Advertising 28 Marketing & Promotions 29 Illustration Usage 30 Plan B Photography 31 Contact 32 Credits

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Introduction

T

he Plan B Style Guide provides graphic standards for developing

a coherent, recognizable and unified identity. Plan B administrators and staff, graphic designers, ad agencies, printers, and other creative professionals responsible for the development of print and electronic communications must follow the guidelines set forth in this manual.

When graphic standards are not followed even the best identity system is sure to fall apart over time.

questions regarding the Plan B brand

Adhering to the standards in the Plan

or the contents of the Style Guide,

B Style Guide will ensure that all visual

including how to apply the identity

communications convey our brand to

elements, where to go to locate

the world while building recognition and

appropriate files for download or other

strengthening our brand.

inquiries regarding communicating

We are all invested in some way with

the Plan B message and brand please

the success of the Plan B journey. The

contact Lena DiGenti, Brand Strategy

Style Guide is a way to protect our

Director, at 860-471-3024 or via email

investment and ensure growth and

at LDigenti@Locals8.com to ensure

prosperity for the “b� community. For

compliance with graphic use standards.

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Making History

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lan B emerged out of

natural beef without hormones or

Shawn and Al’s natural love

antibiotics created the best burgers. The

for sophisticated dining

all American theme allowed Shawn to

experiences in upbeat, neighborhood

take his lifelong passion for beer beyond

bar atmospheres. They wanted to bring

the European offerings at the Half Door

a higher level of quality and grandness

and bring in the finest selection of

to America’s most well known and

American beers available.

loved food, the burger. Every restaurant trend they saw talked about restaurants moving more and more toward chemicalladen frozen, pre-packaged food.

They wanted an alternative to that — a Plan B, if you will.

Shawn and Al traveled all around the

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With world class burgers and beer, the next logical step was bourbon.

The West Hartford store (the first store) opened in 2006, the response was greater than anyone could imagine. The fans were fiercely loyal and the place was an instant success. Simsbury opened the

country researching burgers. In their

following year, Glastonbury the next year,

research they found freshly ground,

and the growth continues.

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“In a world where beef is often mass produced, chemically processed, prepackaged, and frozen, our hamburgers are made from fresh, never frozen, Certified Humane Natural Angus Beef. We only grind whole chucks to our strict specifications daily. This way we have total control over the quality and freshness of every burger, and that’s the way it should be.”

— Al Gamble, Owner, CEO P L A N B B U R G E R B A R ST Y L E G U ID E

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On a Mission

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lan B’s core values are the foundation and soul of our company. They are our leader and transcend our size and growth rate. They are our ties to the past and vision of the future. They are our promise to the consumer,

community, employees and environment, and we vow to answer to them. All of our decisions are based off of these values, without compromise.

Mission: To offer a fun dining

experience. To deliver the Freshest, Never

embrace our responsibility to care for our

Frozen, Certified Natural, Ground in House

environment through reducing waste,

Daily, burgers, and creative comfort

utilizing green energy, humane animal

food. To provide the finest American

practices, encouraging local farming and

craft beers and boutique bourbons, to our

generally reducing our carbon footprint.

knowledgeable guests in a fun, exciting,

Customers: To uplift the lives of our

and intelligent environment.

customers through food, drink, laughter,

Product: Air, Sun, Water and Natural

and education. To create a place where

Grains are the secret ingredients behind

each of us can be ourselves and embrace

our bold, innovative products. They

diversity.

serve as the foundation for our Certified

Profits: To maximize responsible,

Natural beef, hand-selected American

profitable growth while maintaining

craft beers and boutique bourbons.

integrity towards our products,

Company: Our promise as a company is to create a place that supports and is a

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part of the local community. We proudly

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customers, staff, community and environment!

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The Signature The following graphic system for the Plan B Burger Bar Signature is a structure for communicating and presenting our brand logically, clearly and with distinction. The focal point of the Signature is the logo. The secondary element is our logotype.

Letter form

The logo (right) is comprised of two unique hand drawn forms. The outer letter form that creates the “b,” and inner form, the illustration of our majestic bull. The logo has been designed with the intention of being strong enough to communicate our unique brand identity without the need for additional text or design elements.

Illustration

The Logotype (right) has been designed to communicate our brand legibly without detracting or competing with the logo.

The proportion and form of the logotype helps support and compliment the logo.

The placement of the “B” and the emphasis created by our corporate color

reinforces our identity.

The Tagline (above) is based on the typeface Chopin and has been redrawn for our current signature. The flowing letter forms best communicate our mantra, “Good Booze. Great Burgers.”

The style was retained from our previous identity based on its strong brand recognition.

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In order for our new identity to communicate effectively, our mission and personality needed synthesize with every visual element. The following detailed descriptions our signature elements explains how each functions to support and communicate our brand.

We are definitely, “the best alternative.”

The lowercase “b” was selected for its casual (approachable) and secondary nature, yet the design is bold and strong. We are “Certified Humane.” Our bull illustration supports ours respect for nature and dedication to humane practices which make us leaders in our industry.

The overall quality of design best represents our dedication for delivering the highest quality of services, products and experience to our customers.

Our logo type was designed with intent and for best possible readability. The function of our logotype is to help communicate our personality.

We are a bold and modern, yet we have a strong connection and respect for our past. We hope that the texture of our logotype when combined, the logo and tagline reflect our passion for the culture of both the old world and Americana.

Our tagline style adds energy, sophistication and class to our overall signature. This is our original tagline style. It has been kept because it completes our signature. The script design has been successfully branded since our inception and will continue to provide our customers with a design element that the they already identify with our image.

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Usage Guidelines How we use our Signature is crucial in keeping its visual meaning and identity intact. While we can alter certain aspects of the Signature without losing impact and recognition, these options are limited. The following guidelines should always be your first option.

Clear Zone When the signature is used, it should be sufficiently isolated from illustrations or other words or images that might detract from the signature’s importance. The logo must be at least one “B” height away from illustrations, photographs, rules, page edges, or other type.

Reproduction Size The signature should not be used so small that the readability or reproduction quality is compromised. A solid positive signature or reverse signature should be no smaller than 5/8” wide. See example below. Make sure the line screen is 133 or finer. If you want to use a coarser screen, make sure the signature is no smaller than 3/4” wide. If a logo smaller than 5/8” is required, it must be approved by the Plan Burger Bar Style police.

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5/8”

3/4”

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Preferred (Primary) Usage The preferred use of the signature is Plan B red and Black on a white or light background. The positive application of the logo should always be considered as the first design option. Available options for Positive logos shown at right.

Reverse Signatures When the need arises to use the logo in reversed format, special attention must be given to the logo size and background in order to ensure readablity. Using a 100% Black background will always provide adequate clarity and contrast.

Overprinting When overprinting the signature on a solid color paper stock, the background color or image will come through the open (usually white) areas.

This method of printing is acceptable only when printing on a paper stock that is light enough to provide sufficient contrast for clarity and legibility.

Overprinting Photographs/Textures When overprinting a photograph ensure that the open area of the illustrated bull does not contain any artifact that will compromise the clarity and integrity of the logo.

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Formats Welcome to our Signature gallery. In order to ensure high quality reproduction of our signature across a variety of media, the appropriate format should always be used.

Below you will find Signature formats for usage in Microsoft Office, Adobe Creative Suite and HTML documents. All designed documents should receive written approval prior to printing.

Submissions should be sent to

5/8”

Lena DiGenti at LDigenti@ Locals8.com Signatures for MS Office Format: TIFF (pixel based CMYK) Guidelines: Never scale the signature larger than the original size. Scaling the signature will cause pixilation.

3/4”

Small

Medium

large

X-Large

1”

1 1/4”

Signatures for Print Format: PDF (vector based CMYK) Guidelines: These signatures can be scaled to any size larger than 5/8”. For usage in Adobe Illustrator, Flash and InDesign and QuarkXpress Each format contains the 4 sizes above.

Signatures for Web (all electronic communications including video and email etc.) Format: JPEG, PNG (pixel based RGB) Guidelines: Never scale the signature larger than the original size. Scaling the signature will cause pixilation.

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Downloads Need a signature? Go ahead and download the appropriate files from the links below.

Visit our style guide online to download additional media related materials.

Signatures for MS Office: TIFF Resolution 300dpi 1. Color CMYK 2. Color RGB 3. Black CMYK 4. Black RGB Signatures for Print: EPS (vector based CMYK) 1. Color CMYK (for magazine, newspaper, etc.

2. Spot Color 3. Color RGB 4. Black CMYK 5. Black RGB 6. Reverse Signatures for Web: JPEG, PNG (pixel based RGB) Resolution 72dpi 1. Color RGB 2. Transparent Color RGB 3. Reverse

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Color The PLAN B Signature is limited to two standard colors, Plan B Red (or Pantone 484) and Black.

Pantone black Black (both coated and uncoated)

PANTONE 484C

CMYK C:0 M:95 Y:100 K:29 RGB R:181 G:9 B:0 HEX B50900

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Compliments The Plan B complimentary colors below represent the supporting accent colors for usage as on backgrounds, text and graphic elements as needed. The colors below should never be used in the logo, logotype or tagline.

Pantone 195C

CMYK C:0 M:100 Y:60 K:55 RGB R:100 G:0 B:36 PANTONE 130C

CMYK C:0 M:30 Y:100 K:0 RGB R:253 G:185 B:19

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The Tagline Tagline When using the tagline in advertising and promotional materials, display it prominently. The “preferred” placement of the tagline is on one line. The tagline type design is one complete form including the periods. The artwork should never be retyped.

Preferred treatment:

Secondary treatment: stationary & corporate communications (7-10% Black)

Optional treatments There will be situations when in order to ensure readability, the tagline will need to be broken and displayed as two unique elements, “Good Booze.” and “Great Burgers.”

When choosing this option, the two elements should never be displayed directly on top of each other. They should be positioned strategically apart from one another to provide adequate balance. For examples of optional treatments, visit planbburgerbar.com/styleguide. See examples of incorrect usage on the following page.

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Incorrect Tagline Usage

Do not use any color other than black or white

Do not overlap the type elements

Do not rotate the logo to any degree

Do not scale the elements in relation to one another

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Incorrect Usage

Do not enclose the signature or the logo type in other shapes.

Do not violate the Signature clear zone.

Do not place logo over complex backgrounds.

Burger Bar Do not add or change typeface of logo type.

Do not abbreviate logo typeface or add other words.

Do not alter color from accepted standards.

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Incorrect Usage Continued

Do not use the logo without the logotype

Do not rotate the logo to any degree

Do not skew or scale the width or height

Do not frame with a box

Do not alter size or proportions of the logo in relation to the logotype.

Do not overlay graphic elements

ig Do not screen the logo

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Do not place the logo within a line of text

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Do not fill shapes with patterns or add special effects.

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Stationary Our comprehensive stationery system is a key component of the Plan B identity system. The logo is displayed prominently in all the basic components of the system. The preferred look for our stationary is the positive signature printed on white. Typography — Poynter Gothic Text Bold for basic information and Giza Seven Seven for name, email and web address. The watermarked treatment of the tagline should be used. Paper color for all items is bright white.

Two-sided Business Card

9.5pt Giza Seven Seven

Lena DiGenti Director of Brand Strategy

7pt Giza Seven Seven 6.5pt Poynter Gothic Text

484 Farmington Avenue Hartford, CT 06105

LDiGenti@Locals8.com

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860. 231.9928

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860. 236. 2337

bold/10pt leading

7pt Giza Seven Seven

PlanbBurger.com

Basic stationery items on the following pages are the 81⁄2” x 11” letterhead, No.10 envelope and our two-

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sided 2” x 31⁄2“ business cards. Other items are also available. To order Plan B stationery items, contact Lena DiGenti at 860-471-2337

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Marketing We have developed a series of promotions based on our new visual identity. For a list of predesigned marketing tools and promotional

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items, please email your request to...

Come Get Down anD Derby with Us!

Derby Day Poster

Happy Hour

Mon-Fri 3pm

-Thu 11pm -

to 6pm, Sun

Close

$2 Mini ial Burger Spec 6pm Mon-Fri 3pm to

Table Talker

r

Drink Specials

S AT U R D AY

Well Drinks $2 Retro Draft $4 the Glass $3 House Wine by

.

.

etizers

pp Late Night A 10PM to 12AM

ry Night from ay Served Eve and Saturd 1AM Friday Wings or ese Che ni of Mi Choice Regular Mild, Burgers Boneless. Available

us Three of our famo with ers Mini Cheese Burg 9 Parmesan Fries $9.5

r

Fresh Fried Mozzerella

ucky Hot or Insane. Kent ey Bourbon BBQ , Hon er Pepp Mustard or Garlic 9 Parmesan. $8.9

r

Cream Served with Basil $7.29 e. and Marinara Sauc ed Beer Batter Rock Shrimp

JalapeĂąo Served with Crispy Sauce.

Chips and Special $8.59

Lobster Sliders

Rolls Three Mini Lobster cle Meat wih Claw with Knu er & Drawn in warm butt fries. $14.99

ers

urg Late Night hB Add Fancy Fries. s served wit $0.59 All Burger Burger for Bacon to any Pink *

No Order Some Pink or

Tavern Cla

ssic

on and Lettuce, Tomato, Oni 9 Special Sauce. $9.9

rVeggie

Homemade

Lettuce, Tomato, American Cheese, o Roasted Garlic May $9.99

Double Dou

ble

& Double Double the Meat .99 the Cheese. $13

r

imate Cheese

Ult Top, 4 Cheeses, Two on Two Inside with Lettuce & Tomato .59 $11 ) Only Pink (No

ckent BaK uc

Prizes

H First 15 peop le to come with Derby Hats will be entered to win a $50 Gift Certificate H Best Derby Ha t wins a $50 Certificate

Drink Specia

ls

H $4 Evan Willia ms Mint Juleps H $3 Wine Spritz ers

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ky Derby Party

Food Specials

H $2 Mini Hot Bro wn Sandwiches H 50 ¢ Kentucky Bourbon BBQ Wings H Dessert Bourb on Balls H Bourbon Cherr y Bread Pudding

t a e

Certified cut from 100% Wetf Burgers are Never Frozen, All of our Bee ane, Fresh, daily. tified Hum on premise Natural, Cer hand ground Chucks and ole WH d Age risk of food born illness

the , shellfish or eggs reduces meats, poultry, seafood *Thoroughly cooking d Natural ane o Certifie Certified Hum

, M AY 1 S T

M

Plan B Polo

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Illustration Looking for a creative approach to solve your design dilemma? We encourage the use of design elements inspired by shapes within our logo to enhance the overall presentation. Design elements can easily be created from our logo by following the a few simple guidelines. Elements should use about 10-25% of the full logo and can incorporate flat color, images or textures. Portions or details can be cropped out and manipulated creatively. Never create an illustration using the complete logo design.

Design elements should not be presented as an exact duplication of the logo.

Illustration examples: Spur-style element based on Plan B logo design

Screened cut-away

Horn curve design element, based on logo design

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Photography Plan B photography can be accessed by the media at the following link. Our photo galleries include high resolution (royalty free) images of our interiors, exteriors, events, booze and burgers. All published photography should be reproduced with appropriate credit information. For unique requests, call 860-471-3024.

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CONTACT Plan B Burger Bar’s management

In addition to photographs, we offer a selection of textures that will incorporate the”look and feel” of our locations into print and online communications. See more at planbburgerbar. com/media.

team oversees the guidelines and standards in this manual.

Please direct your questions and/or requests for information, camera-ready reproduction art and electronic files to: Lena DiGenti 484 Farmington Avenue Hartford, CT 06105 Telephone: 860-471-3024 Facsimile: (860) 236-2337 e-mail: ldigenti@locals8.com

ONLINE Style guide information and electronic files are also available on the internet at planbtavern.com/ style guide

Credits Plan B Burger Bar Brand Design by Donna Gentile Creative in collaboration with Joseph Hilliman Style Guide Content by Lena DeGenti, Donna Gentile and Joseph Hilliman Style Guide design by Joseph Hilliman Photographs courtesy: Shutterstock

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