Black+Eyed+Suzies+Branding_Revised-compressed

BLACK-EYED SUZIE’S BRAND GUIDELINES

G

N ,

NE

BLACK-EYED SUZIE’S

RK

KI

W O

N

TO

Y

S

BLACK-EYED SUZIE’S

C

K

-E

Y E D

SU Z S

BL

IE

A

U P S TA T E

P

S

T

U P S TA T E | S I N C E 2 0 1 3

0

U

13

BLACK-EYED SUZIE’S

A

TE

| SINC

E

2

LOGO PRESENTATIONS

SECONDARY

PRIMARY

Light background

Drawing inspiration from the original footprint

BLACK-EYED SUZIE’S

of Black-Eyed Susie’s, our refreshed logo suite BLACK-EYED SUZIE’S

honors its architectural origins while introducing a renewed sense of identity.

The illustrative building mark remains

1 4 H U R L E Y AV E , K I N G S T O N , N E W Y O R K KINGSTON, NEW YORK

central— slight adjustments have been made to the building itself, such as less contrast between the building and windows for a softer, more realistic feel, combined with updated sign typeface to create cohesion with the wordmark.

VERTICAL

HISTORICAL

Further evolving the brand's presence, we’ve introduced multiple compositions—ranging G

TO

N ,

NE

BLACK-EYED SUZIE’S

RK

KI

N

O

compositions, as well as brand marks—

W Y

from primary, secondary, and vertical

S

offering versatility across digital and print.

The simple yellow brand mark may be used with, or without, the flower background element for depth. Typography has been thoughtfully recomposed to a modern,

U P S TA T E

all-caps typeface, customized with subtly rounded edges, softening the tone while preserving sophistication.

The history of the brand has been preserved through its original flower illustration logo,

BRAND MARKS

while refining with updated typography and

WORDMARK

color palette.

A

K

Y E D

SU

BL

S

BLACK-EYED SUZIE’S

expression that supports the brand, now and

BLACK-EYED SUZIE’S

R

ST

O

N

G

K

KI

into the future.

-E

IE

contemporary, welcoming, and enduring

C

Z

These elements collectively provide a

ON,

NEW

Y

U P S TA T E

LOGO PRESENTATIONS Dark background

PRIMARY

A line-drawn variation of the building mark has been developed for use on dark backgrounds, allowing the original black

AC ED I EI’ E S’S B LBAL C KK- -EEYY E D SSUUZ Z

structure to remain visible through the light illustration lines—offering both visual clarity,

1 4 H U R L E Y AV E , K I N G S T O N , N E W Y O R K

continuity, and an elevated, artful touch.

VERTICAL

TO

N ,

NE

AC ED I EI’ E S’S B LBAL C KK- -EEYY E D SSUUZ Z

RK

KI

W

O

N

S

Y

G

SECONDARY

AC ED I EI’ E S’S B LBAL C KK- -EEYY E D SSUUZ Z

KINGSTON, NEW YORK

U P S TA T E

BRAND MARK

WORDMARK

-E

Y E D

SU

S

BL

IE

A

K

Z

C

BLACK-EYED SUZIE’S

ST

O

N

G

R

KI

K

AC ED I EI’ E S’S B LBAL C KK- -EEYY E D SSUUZ Z

ON, NEW

Y

TYPOGRAPHY The headline font family that should be used in all marketing and communication materials for Black-Eyed Susie’s is Jost; clean and modern, providing a well-balanced presence combined with the artisitic elements of the brand. All-caps usage and thoughtful character spacing provide breath and personality to brand collateral. The Paragraph font family that should be used in materials for Black-Eyed Susie’s is Mulish. These families used in combination create a modern, clean, while inviting presence throughout Black-Eyed Susie’s brand materials.

TITLE CHARACTER ST YLES:

TYPOGRAPHY IN USE EXAMPLE:

HEADLINE TWO

Aa H1

PRIMARY HEADLINE Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolorev magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse

Jost ABCDEFGHIJKLMNOPQRSTUV WX Y Z abcdefghijklmnopqrstuv w xy z 123456890

Headline One Jost, Title Case Tracking should be set to 0

H2

SUBHEADLINE Jost Regular - semi-bold. All caps.

Tracking should be set between +150 and +250.

BODY CHARACTER ST YLE:

Aa Paragraph

Mulish ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890

Mulish - Regular Tracking should be set to 0 and no more than +35.

COLOR The Black-Eyed Susie’s color palette is rooted in the warm earth tones of its namesake flower, drawing inspiration from its natural richness and warmth. These hues are complemented by grounded neutrals, creating a balanced and uplifting visual language. The palette reflects the brand’s approachable yet elevated spirit, and should be used consistently across all communications to ensure a cohesive and recognizable identity.

HEX: f9f8f7

HEX: eae7dd

HEX: f0b847

HEX: be7e2a

HEX: 733617

HEX: 3b7458

HEX: 4e5552

HEX: 302e2b

R: 249 G: 248 B: 247

R: 234 G: 231 B: 221

R: 240 G: 184 B: 71

R: 190 G: 126 B: 42

R: 115 G: 54 B: 23

R: 59 G: 116 B: 88

R: 78 G: 85 B: 82

R: 48 G: 46 B: 43

C:2 M:1 Y:2 K:0

C:7 M:6 Y:12 K:0

C:5 M:29 Y:83 K:0

C:23 M:53 Y:100 K:6

C:34 M:79 Y:100 K:42

C:78 M:34 Y:72 K:19

C:67 M:54 Y:58 K:33

C:67 M:63 Y:66 K:64

BRAND ELEMENTS As a subtle homage to the original Black-Eyed Susie’s bouquet logo, illustrated black-eyed susan motifs are woven throughout brand materials to add cohesion, depth, and visual interest—without overwhelming the core design. These floral elements are intended to function as supportive accents, often used as soft background textures or overlays to create a light, watermark-like effect. To maintain balance within the overall visual system, these illustrations should appear at 7%–12% opacity, implementing the illustrations without competing with primary brand elements. Flower element may be used behind wordmark to provide depth and visual interest. Pattern and background elements should always complement the design, reinforcing brand identity while allowing the lead components to shine.

U P S TA T E | S I N C E 2 0 1 3

BLACK-EYED SUZIE’S