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CONTENTS

1. Introduction

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Logo Concept 2. Servicemark Rules Clear Space

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Minimum Acceptable Usage

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Color Applications for Logo

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Color Variations

Unacceptable Logo Usage 3. Typography

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Primary Typeface

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Web Typeface

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PowerPoint Presentations

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4. Imagery & Photography Food Photography

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Non-Food Photography

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INTRODUCTION

The Sixth Engine logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company, make us highly recognizable, and differentiate us in a competitive marketplace. When used with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the Sixth Engine brand.

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Logo Concept

Sixth Engine is a contemporary American bar and restaurant located in one of DC’s oldest fi rehouses. Our logomark combines our station number with a fl ame to create an iconic symbol representing not only our name but also how Sixth Engine is known for its cuisine. The type is set in Gotham, a sans serif that was inspired by the architectural signage prevalent in New York during the mid-twentieth century. Together, the typography and mark represent Americana, showcasing Sixth Engine as a restaurant that stands by its call to duty: A passion to deliver delicious food in a historic setting that honors our past and present.

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Logo concept


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SERVICEMARK RULES

The Sixth Engine logo, including its design elements and colors are owned by Sixth Engine. The logo may only be used in accordance with this Style Guide. Never alter the logo in any way. The electronic logo files available that are supplied by Sixth Engine are the only files that should be used.

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Clear Space Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least two X-height units (see illustration). The X-height is defi ned as a square whose sides are the same length as the height of the Sixth Engine letters in the brand logo.

x x

x

x x

x x

x

Minimum Acceptable Usage The minimum size of the Sixth Engine logo is 12.7mm or 0.5".

12.7mm (0.5")

12 Clear Space


Color Application for Logo Appropriate use of the logo is the most important part of maintaining the Sixth Engine brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.

Color Variations Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different versions of our logo color combinations may be used:

Black white background, black text and shape

Reversed White black background, white text and shape

PMS 1805C / PMS 483C white background, Pantone 1805C coated or Pantone 1807U uncoated shape, white background, Pantone 483C coated or 1817U uncoated text and shape

Color Application for Logo 13


Color Palette CMYK To ensure correct color reproduction use for four-color printing. PMS Primarily for logo color matching and two-color printing. PMS colors are standard colors with the majority of printers around the world. RGB/HEX Used for web and screen applications, this includes PowerPoint presentations. RGB/HEX colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen my convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.

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PMS 1805C

PMS 483C

CMYK 22 100 99 14

CMYK 36 97 93 57

RGB 172 31 36

RGB 91 12 13

HEX AD1F24

HEX 5B0C0C


Unacceptable Logo Usage Our logo are custom-designed artwork. With this in mind the proportion and positioning of each element in our logo are important to uphold.

Do not change the scale relationship of the logomark and type

Do not use unauthorized colors

SIX THE N G I N E

Do not chage the font

Do not rotate

Do not remove logomark

Do not use tints

Do not move the logomark or text

Do not create a gradient Unacceptable Usage

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TYPOGRAPHY

Appropriate typography is important in the presentation of the brand. The following guidelines explain the typefaces which can be used and in which contexts. Do not vary from these specifications or introduce other typefaces.

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Primary Typeface Gotham The typeface is an important element of the Sixth Engine brand. The Gotham type family is used to complement the Sixth Engine logo, it sets a confident, contemporary tone. Gotham gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text. Use Gotham fonts for all professionally printed materials.

Gotham Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Medium italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Web Typeface Open Sans Use for web and screen applications. For headers use Open Sans; for body copy use Open Sans

PowerPoint Presentations Open Sans Use for PowrPoint presentations.

Open Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Open Sans Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Open Sans Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Open Sans Semibold italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Open Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Open Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Open Sans Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Open Sans Extrabold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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PHOTOGRAPHY

Choosing the right images for communication collateral is critical to the brand. The style of the images and how they are treated through color and contrast must reflect our brand style: A local bar and restaurant that serves up d elicious food while honoring our past and celebrating our present.

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Food Photography Food photography is an integral part of the Sixth Engine brand. The The Sixth Engine takes a pleasant detour from your run-of-the-mill restaurants. The dishes represented should look delicious and reflect our Americana menu. Use depth of field to focus on the main dish.

Do

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Don’t

Non-Food Phogography 23


Non-Food Photography The Sixth Engine is proud to be one of the oldest firehouses in the District. We may be serving a different purpose, but we still support our neighborhood. The photography used should reflect our history.

Historical Firehouse

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Non-Food Photography Sixth Engine also reflects the core values of our country. Therefore, it is important to use images that reflect Americana.

Americana

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