The Queens Head Piccadilly - Brand Guidelines by Lára Arnarsdóttir

The Queens Head Piccadilly Brand Guideline

The Brand

4 The Logo

History The Queens Head dates from 1738, taking its original name from its location on Queens Street, (the street was renamed to Denman Street in 1862 in honour of the Lord Chief Justice who was born there). During the 1840s the pub traded as the Couriers Club, operating as a wine and brandy dealer, a coal merchant, and an establishment for dog enthusiasts to meet. In the early 1900s, the pub was greatly reduced in size when it became part of the Piccadilly Theatre and today continues to share this site with its grand neighbour. The current proprietors took ownership in 2010 and believe firmly in the adage that a pub in Soho is not something you own, but instead is part of our shared history and heritage and as such is something to be looked after and passed on to the next generation.

5 The Brand

Vision As an independent freehouse, we strive for the best in everything we offer, whether it be our real ale selection, our amazing team or hosting events in our upstairs bar. We endeavour to represent the traditions of Soho and the British pub so that everyone feels welcome and equal within our doors.

6 The Brand

Brand personality A hideout two steps away from Piccadilly Circus in Soho’s theatre district. Offering quality real ales, craft beers and premium wines and spirits. Hosting events, parties, live music and DJ’s.

7 The Brand

Key words - Unique - Soho - Independent - Freehouse - Traditional - Bustling - Friendly - Convivial -

8 The Brand

The Logo

10 The Logo

The Logo

Primary logo

Secondary logo

The Queens Head

Piccadilly

We have two variables of our logo, both of them depicting Queen Victoria at different ages. The primary logo should always be used. The secondary logo should only be used when specified by the owner. The typography in the logo can be used sepereately on the occasion where the visual does not fit, but must then be placed inside a squared box.

The Queens Head Piccadilly

11 The Logo

Logo iconography Borders Borders should be used in the case of only using the typographic elements of the logo. Borders can also be used in other design work for the pub f.x. in posters.

Tails These tails should always be used on each side of the word “Piccadilly” to put emphasis on our location.

12 The Logo

Logo spacing To protect clarity and visual integrity of the logo, make sure to leave ample amount of spacing around it. The name of the pub should always be the same lenght as the visual on the primary logo with the spacing of “H” in that character size. The spacing between our name and our location should be the character “H” in the same size of the location. The location type should be roughly 50% smaller than the name. When using the typographic version with the borders, the type should be roughly in the centre, with the top being the exception as shown on the example below.

H H He eThe Queens Head e e e Piccadilly e e e 13 The Logo

H H H The Queens Head H H H cPiccadilly c

Logo usage We want to emphasize the importance of maintaining consistency in the usage of our logo. This is important to communicate a unified brand message. We therefore ask that our logo will not be used incorrectly as shown on these examples.

The Queens Head Piccadilly

Do not change the scaling between the type and the visual.

The Queens Head Do not take out any part of the typography.

14 The Logo

Pic

cad

sH ead

The Queens Head

Piccadilly

Do not rotate the logo.

Do not add unnecessary effects to the logo.

Do not outline the logo.

The Queens Head

illy

Piccadilly

Do not distort the logo.

15 The Logo

Piccadilly

Do not recolour the logo in any colour not specified in this document.

Do not change the font used.

H H

In the few instances when our secondary logo is used, the spacing must be the same as on the primary logo.

H H

Secondary logo usage

H H H H

H H

All other spacing rules in the primary logo apply to the secondary logo.

H H

The lenght of the name should be the same lenght as the primary logo. This leaves the gap of two “H” characters in the size of the name.

H H H The Queens Head H H H cPiccadilly c

16 The Logo

Brand colours

18 Brand colours

Brand colours The following pages outline our brand colour palette for both on-screen and print applications. When applying them to designs, never make tints or adjustments. These exact colours correspond to our audience, so keep that in mind when designing for them.

19 Brand colours

Primary colours

Secondary colours

Our primary colour palette consists of black, white and this variation of green.

Our secondary colour palette consists of a burgundy red and a goldish yellow.

HEX: #000000 CMYK: 91, 79, 62, 97 RGB: 0, 0, 0

HEX: #8e303d CMYK: 29, 87, 60, 32 RGB: 142, 48, 61

HEX: #32412d CMYK: 74, 50, 77, 58 RGB: 50, 65, 45

HEX: #d4af37 CMYK: 17, 28, 60, 32 RGB: 212, 87, 60, 32

HEX: #ffffff CMYK: 0, 0, 0, 0 RGB: 255, 255, 255

20 Brand colours

Primary colourways

The Queens Head

Piccadilly

21 Brand colours

Secondary colourways

The Queens Head

Piccadilly

22 Brand colours

Typography

24 Typography

Typeface Our primary typeface is Mrs Eaves XL Serif OT and should be used for all branding and design purposes. It can be found on Adobe Fonts. Do not substitute any other typeface unless absolutely necessary. In such cases, opt for a typeface with similar typographic qualities.

Reg

Mrs Eaves XL Serif OT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£&@?!/+(.,:)

Bold

Our typeface, Mrs Eaves XL Serif OT, was chosen for its simplicity of use in hierarchy and its sophisticated and elegant visual identity.

Mrs Eaves XL Serif OT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£&@?!/+(.,:)

Heavy

Mrs Eaves XL Serif OT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890£&@?!/+(.,:)

25 Typography

Usage Headlines Main headlines should always be used in “Heavy”. Our typeface has quite a bit of spacing in headlines so feel free to reduce the amount of leading in the headline typography.

Body header Body header usage depends on the amount of words displayed. If the word count is more extensive like the example to the right shows, the weight “Reg” should be used. If the body header is used as the smaller example on the right, the weight “Bold” should be used.

Paragraphs All paragraphs should be used in the weight “Reg”, following basic rules of hierarchy.

26 Typography

Independent pub in Soho The downstairs bar is a classic British pub serving real ales and hosting jazz nights on Sunday evenings. The upstairs room The upstairs room is a traditional wood-panelled room that is ideal for a variety of events from book clubs to birthday parties. We have hosted comedy shows as well as wedding receptions. This venue is the perfect hideaway in Central London for any function or event.

Application

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