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Identity Manual


Table of Contents Welcome

Table of Contents

What is a Brand?

Brand Implementation Prnciples Compliance

Five Guys’ Brand

Vision, Mission & Values Positioning Message & Tone Maximizing the Five Guys’ Brand

Brand Components

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Logos without Tagline Tagline Principles Tagline Usage Logos with Tagline The Logo Incorrect Logo treatments Trademarks and Naming Color Palette Typefaces

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Standard Communication Introduction Letterhead & Business Cards Envelopes Shirts Corporate Communication Website

Signage

Billboard Door Decals Tenant Panel Building Signs

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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What is a Brand? 3


What is a Brand? “A brand is the most valuable realestate in the world, a corner of the consumer’s mind” “Products are created in the factory. Brands are created in the mind” Walter Landor, Founder Landor Associates

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A brand is a name, sign or symbol used to identify items or services of the seller and to differentiate them from goods of competitors. Furthermore, a brand is a promise. When identifying and authenticating a product or service, it delivers a pledge of satisfaction and quality. While being remembered is essential, it is becoming harder every day. A strong brand stands out in a densely crowded marketplace. Why have brands become important? Bottom line: good brands build companies. There is substantial evidence that companies whose employees understand and embrace the brand are more succesful.

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232


What is a Brand? Brand Implementation Principles

Brand implementation refers to the physical application of brand identity across visual identity carriers. This will include:

plastic cups carry out bags uniforms branded merchandise web banners

brand

signage etc.

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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What is a Brand? Compliance

Approval and Editing Process All external and internal communications and promotional materials, including posters, brochures and pamphlets, must comply with our brand standards. In addition, all external communications must be approved by the Corporate Communications.department.

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If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232


Five Guys’ Brand 7


Five Guys’ Brand Values, Vision & Mission

Values

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Vision

You the customer are the most important visitor on our premises.You are not dependent on us, we are dependent on you. You are not an outsider in our business –you are a part of it. We are not doing you a favor by serving you– you are doing us a favor by giving us the opportunity to do so.

Cleanliness

Simple

Fresh

Real

Quality products

Word of Mouth

Cult-like following

Burgers!

Mission

“We are in the business of selling burgers.” And while its vision may be decidedly uncomplicated, its execution is impeccable.

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232


Five Guys’ Brand Positioning

Our Corporate Tagline

The tagline chosen is one that relates not only to the products being offered but also to what this product provides to the customer. The slanted horizontal line in the “burger“ resemples the angle in the logo which illustrates the double meat that has made the burgers so famous.

There are two core components of our new brand positioning: The direct relationship between the brand name and the product being offered.

Being focused on attending to customer needs and delivering on our promises.

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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Five Guys’ Brand Message & Tone

The following are some guidelines and suggestions to send the right message and create the right tone to best communicate Five Guys and its brand promise. Getting the message and tone right will be the measure between the success and failure of each communication. Audiences must comprehend the benefits - the points of differentiation - that come from partnering with Five Guys versus working with the competition. Above all, you should strive to use the points of differentiation that uniquely position Five Guys in the hearts, minds and stomachs of our customers, partners and other key audiences.

Obtain approval In order to be released to the public, all ads, literature and other external marketing communication material must be reviewed and approved.

Customer Focus It is crutial that images relate to benefits as opposed to being product-oriented. Base the message in customer satisfaction not in non-sensical facts about the products.

One thousand images The use of images is key to capture the reader’s attention. Stock photography sites can be used such as: gettyimages, corbis and photonica. Rumors are friends Five Guys brand owes a great deal of its customers to the word-of-mouth reputation of our burgers. The image needs to address those who talk, think or hear about Five Guys by providing a recognizable and consistent image.

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If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232


Five Guys’ Brand

Maximizing the Five Guys’ Brand

Our corporate brand represents who we are to the world, from people’s perception of the company to the real-estate in the audience’s subconscience. The protection of such brand is very important in the success of the company. The sections that follow contain important information needed to communicate using the Five Guys brand which include logo and brand guidelines, templates and examples of proper and improper applications.

Use Our Brand Propperly Much care should be taken in how the brand is displayed. Be sure that whatever “product“ you use carying the Five Guys brand displays the image following the propper guidelines. Whether it is a Powerpoint®, a fax to a poentital customer, a menu, business card, letterhead or the uniform you’re wearing. It is easy to overlook seemingly minor details when using various brand components, but it is these type of mistakes that damage the brand and create roadblocks in reaching objectives. Always follow closely the attached guidelines to guarantee a smooth and succesful implementation of the Five Guys brand. If you ever encounter a Five Guys branding conflict not included in this manual, feel free to contact Gabriel Valdivia in the Graphic Design Department.

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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Brand Components 12


Brand Components Logos without Tagline

Artwork All printed material will be done with vector images in .eps or .ai files. For any on-screen projection such as web images, images with .jpg extensions will be used. Please consult your vendor for their preferred file format before submitting artwork for production. Electronic files for the Five Guys logo are available upon request at: http://www.gabrielvaldivia.com

1.0’’ min

2.54cm min

0.2118’’

0.5379cm

Application Sizes The minimum application size for the Five Guys logo is 1.0 inch or 2.54 centimeters. The length is measured from the left side of the “F“ to the right side of the ® mark.

1.0’’ min

2.54cm min 0.2118’’

0.5379cm

Five Guys Logo Limits The Five Guys logo should occupy its own space. Always maintain a generous “safe“ are defined my “X“. This is equal to the width of the red stroke in the logo. Note the clearly defined spacing limits in the examples.

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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Brand Components Tagline principles

The three fundamental considerations of a corporate tagline are:

Objective: The one “big idea” you most want --associated with your company/brand in the mind of the marketplace; an essencedefining benefit statement.

Graphic disposition: Always locked to the corporate --signature, either “underwriting” it or following it.

Shelf-life: Not campaign-dependent, but --positioning-driven and strategic, therefore a shelf-life of five years, minimally.

Other Corporate Tagline Examples: Coca Cola | Enjoy Nike | Just do it

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If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232


Brand Components Tagline usage

The following tagline help you determine when and where to use the “burger satisfaction“ tagline.

Required Applications Advertising Print TV Radio Sales and Marketing Collateral Printed Online Video

Promotional Items

Menu Gift Cards T-shirts Jackets Baseball caps Carry Out Bags Paper Cups Product Packaging Branded merchandise

Prohibited Applications

Envelopes Business Cards Architectural Signs Paychecks Legal Contracts Business Stationary

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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Brand Components Logos with Tagline

Artwork All printed material will be done with vector images in .eps or .ai files. For any on-screen projection such as web images, images with .jpg extensions will be used. Please consult your vendor for their preferred file format before submitting artwork for production. Electronic files for the Five Guys logo are available upon request at: http://www.gabrielvaldivia.com

Application Sizes The minimum application size for the Five Guys logo is 1.0 inch or 2.54 centimeters. The length is measured from the left side of the “F“ to the right side of the ® mark.

Five Guys Logo Limits The Five Guys logo should occupy its own space. Always maintain a generous “safe“ are defined my “X“. This is equal to the width of the red stroke in the logo. Note the clearly defined spacing limits in the examples.

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1.0’’ min

2.54cm min 0.3248’’

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

0.8249cm


Brand Components The Logo

The final logo represents everything Five Guys Burgers and Fries is all about. It is composed of five lines that, through the gestalt method create a circle, indicating the cyclical process in which Five Guys Burgers and Fries create their products. The top three lines symbolize the number five and the combination of the bottom two lines and the top one create the letter “G”, subtly hinting the company’s name 5G which stands for Five Guys. Also the middle three lines symbolise the famous double beef patty that made the company so successful, the third, shortest line symbolises one of the many free toppings the company has to offer. Colored in a friendly orange, is a burger bun with what appears to be the mark of a bite, which highlights the delicious characteristics of the company’s products. The colors chosen are friendly and inviting to the public. The combination of red and yellow screams dinner time, and the addition of orange extends an imaginary hand between the company and the consumer guaranteeing great customer service. The curvy shape of the logo makes it inviting and informal, making the brand accesible to men and women of all ages.

White on Black Color

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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Brand Components Incorrect Logo Treatments

Five Guys Logo Use For approved logo usage, please refer to the previous pages.

Five Guys Logo Misuse

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- never use anything but the approved and provided logo. - never attempt to create your own Diebold logo. - never reproduce the logo in non-approved colors. - never stretch or alter the logo’s proportions. - never enlarge or reduce the artwork unproportionally - never attach anything to the logo. - never use part of the logo; always keep it whole - never use the logo as part of a sentence or phrase. - never alter the horizontal orientation of the logo. - never use the logo in a crowded space. - never print on top of the logo. - never use the logo as a watermark.

Burgers for everyone!

Five Guys

5

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232


Brand Components Trademarks and Naming Process

Trademarks and Naming

Five Guys works with the internal organization requesting a new product/service name to determine key audiences and messages. A short list of names is then develope and recommended to the group requesting the name. Five Guys then works with Legal to research the availability of a given name and make a claim on a trademark. The name is then reviewed by the U.S. Patent and Trademark Office in Washington and Patent Gazette. If no objections are raised during the normal review period, the trademark office will then assign a registration number for the name requested.

A crucial element to the success of any corporate identity program is following all legal guidelines regarding registered trademarks and patents. Any deviation from the guidelines in this manual could result in the loss of our legal right to use our marks, logos and, possibly, the Five Guys name. The same attention must be paid to the company’s process for registering names for its products services. If the proper process for naming is not carefully followed, Five Guys mae facepatet and liability issues.

Policy In order to ensure a precise, orderly process, Five Guys and Legal must be consulted to obtaina legally protected trademark/ name for any product or service that the company whishes to market and sell

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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Brand Components Color Palette

Five Guys Color System The Five Guys Color System has been developed to provide a chromatic range for a recognizable brand personality and to help organize communications materials for the Financial Market. This color palette is being used across all visual media including advertising, collateral, direct response, sales materials and Web marketing. Consistent use of the color palette helps build and reinforce brand recognition by creating a strong, recognizable look for Five Guys.

Name: Red Pantone: Red 032 U CMYK: 0 - 90 - 86 - 0 RGB: 239 - 65 - 53 RGB Web Safe: EF4135

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Name: Orange Pantone: Orange U CMYK: 0 - 13 - 49 - 98 RGB: 247 - 144 - 30 RGB Web Safe: 261C02

Name: Yellow Pantone: Yellow 012 U CMYK: 0 - 4 - 100 - 0 RGB: 255 - 232 - 0 RGB Web Safe: JH4765

Name: White Pantone: N/A CMYK: 0 - 0 - 0 - 0 RGB: 255 - 255 - 255 RGB Web Safe: FFFFFF

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232


Brand Components Typeface

As an integral part of Five Guys’ brand the following Helvetica, and Eurostile fonts should be used. These fonts are Five Guys’ unique handwriting and add emphasis to the personality of this new identity. Please refer to the following samples for usage.

Helvetica Rounded LT Std Bold Condensed Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefeghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Eurostile LT Std Condensed

Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefeghijklmnopqrstuvwxyz 1234567890!@#$%^&*() If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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Standard Communication 22


Standard Communication Introduction

Every day, Five Guys stationery makes an impression on thousands of customers, prospects, suppliers, security analysts, shareholders and other important publics. These impressions must always be positive. All Five Guys business stationery must be clear and professional. The pieces should “family” with one another, including stationery created for corporate and division use.

Examples The following pages show examples of corporate stationery. To create divisional stationery, simply replace the words “Five Guys Enterprises” and the corporate address with division information.

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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Standard Communication Letterhead & Business Card

3.5’’ 0.25’’

1.5’’

0.5’’

John Smith

2.0’’

0.5’’

Store Manager

0.25’’ www.fiveguys.com

FIVE GUYS ENTERPRISES, LLC 10440 Furnace Road St 205 Lorton, VA 22079

0.25’’ 8.5’’

1.0’’ 1.5’’ 1.0’’ 1.0’’ 1.0’’

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FIVE GUYS ENTERPRISES, LLC 10440 Furnace Road Suite 205 Lorton, VA 22079

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232


Standard Communication Envelopes

0.25’’

1.0’’ 0.75’’

0.5’’ 0.25’’

FIVE GUYS ENTERPRISES, LLC 10440 Furnace Road Suite 205 Lorton, VA 22079

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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Standard Communication Shirts

10’’

5’’

3’’ 5’’ 1’’

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If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

1’’


Corporate Communication 27


Corporate Communication Internet Website

Internet and Intranet Templates Internet and intranet templates have been developed for use in the creation of public and internal Web sites for www.fiveguys. com and our corporate intranet. Five Guys associates may request a Web site and download templates and guidelines from the corporate intranet at: http://doc6.fiveguys.com/fiisdevpub MENU | FANATICS | PRESS/MEDIA | HISTORY | FAQ | REAL ESTATES | FRANCHISE OPPORTUNITIES | CAREERS | CONTACT US

MENU FANATICS PRESS/MEDIA HISTORY>>>> F.A.Q. REAL ESTATES FRANCHISE CAREERS CONTACT

Š 2008 Five Guys Inc. All rights reserved.

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If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232


Signage 29


Signage Billboard

Building Sign Applications When trying to determine the most appropriate sign type for a billboard application, the following should be taken into consideration: - city/local restrictions - background materials and colors - visibility and lines of sight, - colors and sizes of other sign types in the vicinity - electrical hook-ups and availability and background The most preferable sign type is internally illuminated channel letters as shown on the left. The preferred color is red on white if the background material provides sufficient contrast. Ideal placement of the sign type is outlined on the left. This placement can be altered if existing architectural elements demand such or if lines of sight and other obstructions limit visibility. On-site adjustments based on the location of stationary objects should play a major role in signage placement.

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If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

3X

3X


Signage Door Decals

Decal Applications

3X

3X

White vinyl should always be used on glass doors because glass reads as a black background. Our Five Guys logo should always be used in the appropriate signature lock-up. The decal should be centered left to right as indicated below and mounted 5 feet or 1.524 meters to the underside of the logo to provide maximum visibility. Other obstructions or conditions may require an alternate placement. 3X

If the door is made of another material other than glass, or if surface obstructions are present, a Five Guys White decal can be used with white letters. Clear space requirements should be maintained and it should be placed as indicated.

5 ft

10X

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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Signage Tenant Panels

Panel Inserts This is perhaps one of the most difficult sign conditions, as our Five Guys brand has to fight for attention with other company logos in a small area. Therefore, it is imperative to always use our Five Guys logo whenever possible. Also, do not sacrifice clear space requirements due to size constraints. A more appropriately scaled Five Guys logo provides greater recognition and visibility than a larger one that is jammed into a smaller background.

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If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232


Signage Building Signs

Building Sign Applications The most preferable sign type is internally illuminated channel letters as shown below, left. The preferred color is Red on white if the background material provides sufficient contrast. Ideal placement of the sign type is outlined on the right. This placement can be altered if existing architectural elements demand such or if lines of sight and other obstructions limit visibility. On-site adjustments based on the location of stationary objects should play a major role in signage placement.

X

X 2X

If you have any questions regarding the use of the Five Guys identity contact Gabriel Valdivia at +1 813.817.6232

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Five Guys Identity Manual