Hop Scratch Branding Guidelines

HOP SCRATCH FARM & BREWERY branding guidelines

welcome to our farm & brewery

table of contents

INTRODUCTION who we are & our hens

1-2

THE LOGO MARK the logo concept & mark

3-4

the word mark & naming

5-6

logo texture variations

7-8

logo color variations

9-10

logo correct & incorrect uses

11-12

COLOR, TYPE, & PHOTO STYLES color palette

13-14

primary typefaces

15-16

photography use

17-18

LOGO USE collateral examples

19-20

environmental design

21-22

beer taste card kit

23-24

CONTACT INFORMATION our team & contact

25-26

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who we are

who we are

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Hop Scratch Farm & Brewery provides a community gathering place that creates a welcoming and family atmosphere.

We produce unique and good beers that are made from scratch and local Maryland products. We strive to be the first on-farm brewery in Anne Arundel County, Maryland.

POSITION STATEMENT To adults and families, our company is the Hop Scratch Farm & Brewery that provides delicious and varieties of beer made from scratch within a welcoming & family gathering place because we strive to make you feel at home on our on-farm brewery.

Community welcoming family &good beer

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our hens

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hop scratch logo & intro

the logo concept & mark

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INTRODUCTION The Hop Scratch Farm & Brewery logo conveys that we are welcoming and a gathering location for friends and family through the homemade and illustrative style.

The logo shape is the shape of a hen because of our love for hens. The color of this shape also represents our hop farm in the form of color.

CONSISTENCY IS KEY Consistent portrayal of the Hop Scratch Farm & Brewery brand across all mediums is critical to building and maintaining brand recognition and establishing a strong coherent message across all audience touchpoints.

This guide includes examples and general guidelines for uses of the Hop Scratch Farm & Brewery brand elements.

THE HEN MARK For the main logo mark with the hen, there are three ways to use this logo. The hen mark may be used as a full logo which includes the subline, “Farm & Brewery”, logo without the sublime, and the logo with no text at all. The no text logo would be appropriate for a favicon icon.

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the logo concept & mark

›› Full Logo

›› Logo Without Subline Text

›› Logo Without all Text

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the word mark & naming

the word mark & naming The new Hop Scratch wordmark is composed of customized and hand-drawn typography and can be used by itself for branding.

Do not create other lockups for the Hop Scratch and wordmark beyond the lockups provided in this guide.

The word mark logo includes a stacked version and a horizontal version. This mark may be used on applications where the main logo mark cannot be used.

Consistency is key across all means of communication.

We have included a list of correct naming and incorrect naming so that the terminology of the brand will be consistent.

CORRECT NAMING: ›› Hop Scratch Farm & Brewery ›› Hop Scratch Farm and Brewery ›› Hop Scratch INCORRECT NAMING: ›› Hopscratch Farm & Brewery ›› Hopscratch Farm and Brewery ›› Hopscratch ›› Brewery Hop Scratch ›› HSFB Please make sure not to have “Hop Scratch” as one word since that is incorrect naming. Also, do not use abbreviations for the Hop Scratch brand.

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the word mark

›› Stacked Word Mark

›› Horizontal Word Mark

›› Horizontal Word Mark Variation

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the logo texture For one of the logo variations of the Hop Scratch Farm & Brewery logo includes a logo with a scratch texture.

The texture originates from an image that shows lots of flour on a counter top. The texture conveys the “homemade” feeling and personality of the Hop Scratch brand. All of our resources are local and made on the farm from scratch.

The texture color is an off white/ grey that is always to be used at 35% opacity in each and every texture logo.

the logo texture

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logo texture variations

›› Green Logo with Texture

›› Dark Brown Logo with Texture

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logo color variations There are some other logo variations for the Hop Scratch brand which include the logo on a light background and the logo on a dark background.

Please only use the logos on the Hop Scratch brand colors.

For the Hop Scratch secondary brand colors, they should only be used in accent color for the brand.

For example, using the light brown and dark red colors on a coaster, stickers, or pencils would be an adequate use of these colors.

The colors with the big white “X” are colors that should not be used together since they do not create enough contrast for the logo colors.

logo color variations

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logo color variations

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logo correct uses The logo can be placed on a background with one of the colors from the brand colors.

The logo can be placed on images, but there must be enough contrast between the logo and the image for readability. In most instances, the color of the logo on images should be in white or a dark color within the brand.

To create more contrast, create a subtle dark text shadow around the logo.

logo correct uses

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logo incorrect uses

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logo incorrect uses Do not alter the Hop Scratch logo in any way. Never attempt to create the logo yourself, change the typeface, or alter the size or proportions.

1 Do not stretch, rotate, or change the angle of the logo in anyway. In most applications you can hold SHIFT and scale the logo correctly.

2 Do not apply effects such as bevel & emboss, outer glow or other effects to the logo.

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3 Do not change the colors of the logo. Please use the official brand colors.

4 Do not use any gradient effects on the logo.

5 Do not place the logo on top of imagery that creates poor contrast and poor readability.

est. 2017

6 Do not add words, images, or other elements to the logo.

anne arundel

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color palette

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color palette The consistent use of color helps to make the Hop Scratch Farm & Brewery brand identification strong and cohesive across applications. The green, brown, and off white are the primary brand colors and should be used across all collateral and applications when possibly.

The light brown and dark red are secondary colors and should be used as accent colors.

The green color in the Hop Scratch brand comes from the inspiration of the bright greens from the hops that are produced on the farm.

The brown color in the Hop Scratch brand comes from the inspiration of wood grains and the rustic style of the Hop Scratch Farm & Brewery.

White and black are also allowed to be used as a combination with the primary brand colors.

CMYK: 30, 5, 97, 0

HEX: #becd36

RGB: 190, 205, 54

PANTONE: 7744 C

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color palette

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CMYK: 56, 53, 57, 24

HEX: #69615b

CMYK: 0, 0, 0, 6

HEX: #eeeff0

RGB: 105, 98, 91

PANTONE: 410 C

RGB: 239, 239, 240

PANTONE: Cool Gray 1 C

CMYK: 27, 39, 67, 3

HEX: #b99565

CMYK: 27, 81, 97, 23

HEX: #994323

RGB: 64, 9, 30

PANTONE: 465 C

RGB: 153, 67, 36

PANTONE: 7593 C

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primary typefaces

primary typefaces

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The consistent use of typography helps to make the Hop Scratch Farm & Brewery brand identification strong and cohesive across all applications. The typeface, Aberus and Rubik were chosen to represent the brand. There are a variety of styles within the Aberus and Rubik families. The typefaces are also web-safe fonts.

Aberus is to be used for the main headers. Rubik Bold and Medium is to be used for sub headers.

Rubik Regular is to be used for body copy.

Aberus is available to purchase from the Creative Market. Rubik is available to download from Google Fonts.

When these typefaces are unavailable, please use Verdana as a secondary typeface.

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Gg Gg Gg Gg Gg Gg

primary typefaces

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ABERUS A BC D E F G H IJ K L M NO PQRST UV W X YZ ab cd e f g h ij kl m n o pqr s t uv w xy z 0 1 23 4 5 6 7 8 9 ~ ! @# $ %^& *()- _ + =;: < > ,. ? /

RUBIK LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~`!@#$%^&*()-_+={}[]\|;:’”<>,.?/

RUBIK REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~`!@#$%^&*()-_+={}[]\|;:’”<>,.?/

RUBIK MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~`!@#$%^&*()-_+={}[]\|;:’”<>,.?/

RUBIK BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~`!@#$%^&*()-_+={}[]\|;:’”<>,.?/

RUBIK BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~`!@#$%^&*()-_+={}[]\|;:’”<>,.?/

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photo uses Photography for the Hop Scratch brand includes; hops, wood, fields, people together, and barns. Make sure to take photography or purchase stock photography that is simple, and not too complex. Please avoid backgrounds with a lot of clutter.

The photography is best used in black and white or a layer of colored transparency over the black & white photo.

For the color of the transparency, please use one of the brand colors. The percentage of the transparency should be in the range of 40% to 60%. If the image colors are too complex, it is best to simplify the image by converting it to black & white.

photography use

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photography use

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collateral examples Various collateral was created to expand the Hop Scratch Farm & Brewery brand. Such materials include aprons, beer barrels, phone grips (pop-sockets), coasters, magnets & buttons, and product packaging.

collateral examples

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collateral examples

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environment

design Other collateral was also created to expand the Hop Scratch Farm & Brewery brand. The materials include a event tent canopy design for festivals. The feather flags could also be used out side the brewery and farm.

environment design

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environment design

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beer taste card kit Other collateral was also created to expand the Hop Scratch Farm & Brewery brand. The materials for the Beer Taste Card Kit include, beer tasting scorecards and note-cards, mini pencil, a “How to Beer” card and a glass cup. The taster will receive a collector’s Hop Scratch craft beer glass. The “How to Beer” card is great for those first time tasters of beer!

beer taste card kit

how to beer APPEARANCE: Raise your glass, what colors do you see? Note things such as consistency and head-size.

AGITATE: Swirl your beer around in the glass. This pulls out the aromas, loosens and stimulates carbonation and tests head retention.

SMELL: Breathe through your nose with two quick sniffs, and then with your mouth slightly open.

TASTE: Resist swallowing right away.

Let it explore your entire palate. Note the mouth feel, the consistency of liquid and breathe out. Try to detect sweetness, saltness, acids, and bitterness.

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beer taste card kit

beer tasting scorecard Name: Date:

no.

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no.

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Score 1-5. Use the back for notes.

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appearance aroma taste finish total score Buy it?

Price

y/n

y/n

y/n

y/n

y/n

hop scratch beer tasting notes

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our team

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our team @

hop scratch AMY CRONE ›› Co-Founder & Executive Director Amy started the MDFMA in 2012. Prior to her current role, she spent five years with the Maryland Department of Agriculture as state point of contact for farmers market issues, where she administered the Farmers Market Nutrition Program for Seniors and Women, Infants and Children (WIC), and participates in numerous statewide initiatives to meet the needs of market managers, farmers, and consumers. She is also a Board Member of FutureHarvest CASA.

JOE CRONE ›› Co-Founder & Brewery Manager Joe started the MDFMA in 2012. Prior to this role, he spent five years with the Maryland Department of Agriculture as a state point of contact for farmers market issues, where he administered the Farmers Market Nutrition Program for Seniors and Women, Infants and Children (WIC), and participates in numerous statewide initiatives to meet the needs of market managers, farmers, and consumers. He is also a Board Member of FutureHarvest CASA.

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contact

contact us today Please feel free to contact us via email, phone, or mail! We would love to hear your opinion and welcome your feedback.

If you have any questions concerning any material pertaining the primary logo and or logotype of the Hop Scratch Brewery & Farm, please feel free to contact Krystal Carpintieri directly.

Please contact Krystal via email; krystalleecarpintieri@gmail.com.

EMAIL ›› info@hopscratchfarm.com

PHONE ›› 410 › 555 › 5555

MAIL ›› Send us mail!

P.O. Box 6355 Annapolis, MD 21401

SOCIAL MEDIA ›› Visit us on Facebook, Instagram, Twitter, and Pinterest: @hopscratchfarm

OUR WEBSITE ›› www.hopscratchfarm.com

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HOP SCRATCH FARM & BREWERY www.hopscratchfarm.com