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BRAND IDENTITY GUIDELINES


BRAND IDENTITY GUIDELINES nightlife in luxury™ Created by restauranteur Bart DeLorenzo, Cherish Spirits Lounge provides an indulgent nightlife experience with unmistakable luxury within beautiful surroundings in the heart of Cherry Creek North. This guide will ensure Cherish Spirits Lounge maintains their image across all visual representations. Following these guidelines will ensure all representations uphold Cherish’s sophisticated aesthetic standards.


Contents I. V E RB I AG E II. LOG O III. C OLO R IV. P H OTO G R APHY V. IC ONS V I. T Y P O G R APHY


nightlife in luxuryâ„¢


Cherish Spirits Lounge B RA ND ID ENT IT Y G U ID ELIN ES

VERBIAGE GUIDELINES


Cherish Spirits Lounge INCO RRECT USAGES: “Cherish spirits lounge” - Incorrect capitalization ”Cherish Spirits lounge” - Incorrect capitalization ”Cherish Lounge” - Wrong name

VERBIAGE Name When used in copy, press, and social media, the name Cherish Spirits Lounge should have consistent usage. Cherish Spirits Lounge should always be spelled out in full when first referencing the location. The title should always be capitalized as a proper noun with each beginning letter capitalized. The shortened name, “Cherish” can be used but not without previous usage of the full Cherish Spirits Lounge name. No other shortened variations of the name can be used in refrence to the proper location (ex: Cherish Spirits or Cherish Lounge).


VERBIAGE Taglines Cherish Spirits Lounge has two taglines. The main tagline is nightlife in luxury™. The tagline is to be italicized, lowercase, and always used with the trademark symbol.

every moment™

The secondary tagline is every moment™. This tagline requires “every moment” to be in italics. This tagline also requires the trademark symbol.


Cherish Spirits Lounge B RA ND ID ENT IT Y G U ID ELIN ES

LOGO GUIDELINES


LOGO Primar y Logo Cherish Spirits Lounge’s logo includes the Cherish Circle C in a vertical alignment with the word mark. The brush stroke circle represents movement, energy, and fluidity. It encompasses and highlights the C of Cherish. The word mark uses thin and clean serif and sans-serif fonts to convey Cherish’s contemporary, luxurious presence.

MINIMUM SIZ E The smallest the primary logo should be represented is 1.5” high.

This is the main logo that will be used across most brand applications. Consistent usage of this logo will help audiences identify Cherish Spirits Lounge across digital, print, and physical presences.


11% of the height

LOGO Primar y Logo - Spacing The Cherish Spirits Lounge primary logo is a bold statement of Cherish’s brand and aesthetic. 15% of the width

15% of the width

In order to ensure that the logo does not get crowded, appropriate and balanced clear space should be applied. The height of the top and bottom clear space should be at least 11% of the height of the logo. The width of the side clear spaces should be at least 15% of the width of the logo. This clear space isolates the logo from any competing graphic elements to ensure the logo maintains its impact.

11% of the height


LOGO Secondar y Logo Cherish Spirits Lounge secondary logos can be used in place of the primary logo.

I. H O R IZO NTAL LO G O The horizontal logo can be used for landscape orientations and in instances where the primary logo is graphically not suitable.

II. W O R D M AR K The word mark can be used when the full primary logo is not necessary or in cases where the Cherish Circle C is already in display.


LOGO Cherish Circle C Mark The Cherish Circle C is represents the essence of Cherish Spirits Lounge and should be used as a bold statement of the brand. The mark should not be used in conjunction with logos that already include the Cherish Circle C such as the primary logo and the horizontal secondary logo. The mark should not be used too repetitively, but applied with a focus on sophisticated elegant design.


every moment™


Cherish Spirits Lounge B RA ND ID ENT IT Y G U ID ELIN ES

COLOR GUIDELINES


COLOR Color Usage The gold logo is the primary logo and should be the logo used across most applications. The gold logo should never be placed on a white background, but only on black or dark backgrounds. This ensures the gold has enough contrast to be legible and maintains the integrity of the brand’s image. In the case of white or light colored backgrounds, a Rich Black logo can be used. Rich Black is the only color that can be used for white or light backgrounds. The white logo can be used in minimal instances on black or dark backgrounds when the gold logo cannot be applied.


RIC H B L AC K CMYK - 75 68 67 90 RGB - 0 0 0 Pantone - Black C Hex - #000000

DA RK G RE Y CMYK - 0 0 0 85 RGB - 77 77 79 Pantone - P 179-14 C Hex - #333333

L IG HT G RE Y CMYK - 0 0 0 65 RGB - 119 120 123 Pantone - P 179-14 C Hex - #c4c4c4

C H E RIS H G OL D CMYK - 6 35 99 18 RGB - 198 146 20 Pantone - PMS1245 C Hex - #c7911b

WH IT E CMYK - 0 0 0 0 RGB - 255 255 255 Hex - #ffffff

COLOR Color Palette The main colors are Rich Black, Dark Grey, and Light Grey. The secondary colors are Cherish Gold and White. Rich Black, Dark Grey, and Light Grey should be the primary uses for 80% of Cherish Spirits Lounge branding. Cherish Gold should be used only as an accent color. White should only be minimally used if necessary. Only colors not in the Cherish Color Palette such as reds and greens should only appear in photographic elements. Text and logos should be limited to the four main colors. This is to ensure that the photographic elements shine on their own and the text is consistent.


LOGO Correct Usage Make the logo clear and legible. Adjust the background image to ensure the logo is in an appropriate clear space. Use the logo color and sizing guidelines to ensure the brand is consistent.


LOGO Incorrect Usage Do not rotate the logo. Do not make the logo too small. Do not squash or stretch the logo. Do not place elements in the logo clear space. Do not resize any part of the logo. Do not use the Cherish Circle C mark with logo variations that already incorporate the Cherish Circle C mark. Do not use off-brand colors.


Cherish Spirits Lounge B RA ND ID ENT IT Y G U ID ELIN ES

PHOTOGRAPHY GUIDELINES


PHOTOGRAPHY Correct Usage Cherish Spirits Lounge’s photography is bold, dramatic, and sophisticated. The imagery stands out on its own and often does not need any added elements. Any added graphics or text should be applied in a minimalist fashion. Use minimal to no editing and cropping on photographs to maintain their integrity and ensure the imagery remains consistent. Place any added graphics and logos in empty spaces to give proper room for the focal points of the photographs. Use subtle text that adheres to color and typography guidelines so that the photography is the star.

nightlife in luxury™


PHOTOGRAPHY Incorrect Usage Do not place added graphics or text on top of focal points of the photograph. Do not enlarge photographs to the point where they lose their quality or the content becomes indiscernible. Do not overlay solid boxes over photographs. Do not rotate photos in a disorienting way.

every moment™


Cherish Spirits Lounge B RA ND ID ENT IT Y G U ID ELIN ES

ICON GUIDELINES


ICONS Meaning The three symbols of Cherish Spirits Lounge embody the elements of Cherish that guests will experience when they are there. The Distillery Vat icon represents the physical elements of Cherish Spirits Lounge. This icon ties in the spirit-making process, the worldclass equipment, and the distinct aesthetic decorations in Cherish. The Cherish Circle C is the core symbol that represents Cherish Spirits Lounge. It represents movement, balance, and energy. This symbol wholistically embodies what Cherish the place and word stands for. The phoenix symbol is all about the spirit, emotions, and senses of Cherish. It emphasizes the dynamism, indulgence, and passion that Cherish ignites for guests.


ICONS Usage The icons can be used together as a trio or as standalone icons. The meanings of the icons should be considered with the applicable context when used. When all three symbols are used together as a trio, they should all be the same size. Spacing rules should be applied to the icons so they are clear, visible, and ledible.


Cherish Spirits Lounge B RA ND ID ENT IT Y G U ID ELIN ES

TYPOGRAPHY GUIDELINES


TYPOGRAPHY Prim ar y Type

THIN

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789-&*#A?!/+(.,:;)

The Cherish Spirits Lounge primary typeface should be used throughout all of Cherish’s graphic messaging.

FONT: ROBOTO Roboto is the font of choice because of its widespread avaliability across digital creative platforms and its stylistic presence. Usage of Roboto should be limited to the lightest weight fonts to keep Cherish’s messaging clean, ledible, and contemporary. The Regular weight font should be used in circumstances where the Thin and Light font are not suitable or legible. The Regular weight can also be used as a stylistic way to emphasize important words or phrases.

Aa

LIGHT

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789-&*#A?!/+(.,:;)

REGULAR

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz


TITLES Font: Roboto Size: No size restriction, but maintain a good contrast between titles, headlines, and paragraph text. Leading: 4pt (i.e. 20pt on 24pt leading) Tracking: 50em Capitalization: All Caps

Primar y Headline Text Font: Roboto Size: No size restriction, but maintain a good contrast between titles, headlines, and paragraph text. Leading: 4pt (i.e. 20pt on 22pt leading) Tracking: 100em Capitalization: Normal

SE CONDARY HEAD LINE TE X T Font: Roboto Size: No size restriction, but maintain a good contrast between titles, headlines, and paragraph text. Leading: 6pt (i.e. 20pt on 26pt leading) Tracking: 50em Capitalization: All Caps

Paragraph Text Font: Roboto Size: No size restriction, but maintain a good contrast between titles, headlines, and paragraph text. Leading: 4pt (i.e. 20pt on 24pt leading) Tracking: 30em Capitalization: Normal Paragraph Spacing: .125 in

TYPOGRAPHY Usage Cherish Spirits Lounge uses distinct styling of titles, headlines, and paragraph text. Each type of text has specific capitlization, tracking, and leading rules to ensure consistent visual communication of the brand. These styling guidelines should be applied throughout all of Cherish’s messaging.


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Cherish Spirits Lounge Brand Guidelines  

Cherish Spirits Lounge Brand Guidelines  

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