2019 Branding Style Guide June Gerteisen
Co-founder & Creative Director, Arkose Brewery
Purpose & Goals The purpose of these style guidelines is to support
distributors, sales staff and retailers in the consistent presentation of Arkose Brewery products.
Goals include:
• Increase brand recognition of the brewery name • Place more emphasis on style of beer (printing on neck of bottles)
• Provide a modern minimalist design making it easier to find Arkose products when scanning shelves • Increase sales
Logo
3-color
The Arkose logo combines modern and cursive fonts along with a stylized icon which represents ingredients used in brewing. The logo appears primarily on bottle labels, tap handles, growlers, glassware, staff uniforms, website and stationary.
It may be used for signage and various marketing materials where we want to emphasize the name “Arkose� or when viewed from a distance.
2-color
Minimum Width
To maintain readability of the logo, a minimum print width of 1.5� is recommended.
1-color
Variations
There are times when a horizontal verision of the logo works best with or without the icon. Examples include: Reverse
Emblem
The Arkose emblem is a less formal and a fun alternative when a round format is desirable.
3-color
Uses include clothing, hats, bottle openers, stickers, banners and social media. The round format does not work well on curved surfaces such as glassware and should be avoided.
Minimum Width
To maintain readability emblem, a minimum print width of 1� is recommended.
2-color
1-color
Reverse
Colors
The logo and emblem follow the Pantone Matching System (PMS) for the three distinct colors in addition to black and white.
PMS 376 CMYK / RGB / HEX C 50
R 141
Y 100
B 63
M0 K0
G 198
#8dc63f
PMS 7406 CMYK / RGB / HEX
C0
R 255
Y 100
B1
M 18 K0
G 207
#FFCF01
PMS 144 CMYK / RGB / HEX
C0
R 248
Y 100
B 29
M 48 K0
G 151
#F8971D
Typefaces Following are the official Arkose typefaces.
FF Transit
FF Transit is designed to blend aesthetic quality with legibility. It was originally designed for use by the Berlin Public Transportation Services (BVG) and Düsseldorf Airport.
This highly legible typeface lends itself well for quick scanning of shelves at retail locations while lending a modern minimalist feel.
FF Tartine Script
Mizke
FF Tartine Script is an informal face specially developed for food packaging, but it is also good for logos.
Mizke was selected for its hand-drawn quality and is the best complement to the handdrawn imagery used on the beer labels.
This script typeface was found to be the prefect compliment to the boldness of the FF Transit Font.
This is the font used for “Palmer, Alaska” on both the logo and emblem.
This typeface may also be used whenever mentioning the beer name on tap handles and posters.
Tap Handles
It is important for increased consumer awareness that tap handles be presented in a consistent manner.
The handles use stickers for the beer style. Please contact us if you are in need of more stickers.
2017 Wood Tap Handle with Sticker
22oz Bottle Labels Core beer labels are screen printed in 2-colors (white plus beer style color). All labels are TTB and CRV approved.
The imagery is not approved for tap handle stickers or any other use without prior approval from us.
PMS 151
PMS 1795
PMS 2925
PMS 7416
PMS 7548
PMS 376
Banners & Posters
Sell Sheets & Product Flyers
Drink Local
650 E. Steel Loop · Palmer, Alaska 99645
(907) 746-BEER · arkosebrewery.com · info@arkosebrewery.com © 2019 Arkose Brewery, LLC · 021319
