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INTRODUCTION

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B R A N D M A NU A L

TH E P O RTE R BE E R BA R BRA N D M A N UA L


TH E P ORT E R B E E R B A R B R AND MANUAL

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TABLE OF CONTENTS

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TH E P ORT E R B E E R B A R B R AND MANUAL

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I NT RODUCT ION

Since the opening of The Porter Beer Bar in the fall of 2008, this pub has been famous for bringing in everyone from causal drinkers to beer connoisseurs, locally and nationally. The Porter Beer Bar is introducing a new brand identity that will capture the essence of beer drinking and tasting at its finest, as well as a casual atmosphere for those catching a break. The bar’s identity is a powerful asset. All of the brand elements reinforce the company’s personality, values, and uniqueness. Inside, the brand manual outlines the requirements for expressing the brand identity, which include the business cards, collateral, package designs, or web apps. Anything being used to express the brand should fall under these guidelines. These standards will show correct applications for spacing, colors, textures, and styles and should be properly communicated at all times.

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TH E P ORT E R B E E R B A R B R AND MANUAL

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LOGO CONFIGURATIONS POSITIONING & PROPORTIONS COLOR APPLICATIONS UNACCEPTABLE USAGE 7

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LOGO CONFIGURATIONS

There are two configurations of the Porter logo: primary and secondary. The the primary logo uses both the logotype and the brand symbol, and the secondary configuration only includes the “Porter� logotype without the brand symbol. In all cases possible, we strongly advise using the primary version of the logo. The logos may be reversed out when presented on a dark background, as shown here. The inverses should not change from this state. The proportion and the positioning of the primary logo may not be altered in anyway.

TH E P ORT E R B E E R B A R B R AND MANUAL

Primary Logo

Primary Logo Inverse

Secondary Logo

Secondary Logo Inverse

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POSITIONING AND PROPORTIONS

1/5W

For optimal clarity and legibility, the Porter Beer Bar logo should be free of any interference within 1/5 (0.2) of the width (W).

W

1/5W

1/5W

1/5W

1/5W

1/5W

The logotype and symbol should not be altered in any way, shape, or form. This also includes the space between the logotype and the symbol, and the size relationship between them. The brand symbol should always stay proportional to the logotype. The minimum width for the logotype is 1". When the logo is reduced to this size, “BEER BAR EST 2008� become unreadable and should be replaced with a curved rule, as shown below, to maintain balance.

W

1"

1/5W

1/5W

1/5W

1/5W 1/5W

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1/5W

TH E P O RTE R BE E R BA R BRA N D M A N UA L


COLOR APPLICATIONS

The Porter color palette consists of a monochromatic color scheme primarily black and white. This palette was created under thorough consideration and should not be altered in any way for consistency. The primary colors include Porter Black and Porter White, and the only secondary color is Porter Creme. These are the only colors that the Porter logo may be reproduced in.

Porter Black Pantone Black U 100%

Porter White White/Paper 100%

Porter Creme Pantone 7500 U 100%

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UNACCEPTABLE USAGE OF PRIMARY LOGO

Consistent and correct use of the Porter Beer Bar logo is an important part of building brand integrity, equity, and unity. These guidelines will show examples of incorrect use of the primary logo.

DO NOT SKEW OR STRETCH THE LOGO.

DO NOT TINT OR FADE THE LOGO.

DO NOT ADD A DROP SHADOW TO THE LOGO.

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DO NOT OUTLINE THE LOGOTYPE.

DO NOT ADD ADDITIONAL WORDS TO THE LOGO.

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UNACCEPTABLE USAGE OF PRIMARY LOGO

DO NOT MOVE OR RESIZE THE LOGO BRAND SYMBOL.

TH E P ORT E R B E E R B A R B R AND MANUAL

DO NOT ALTER THE LOGO COLOR.

DO NOT CHANGE TYPEFACE OF LOGO.

DO NOT BEVEL OR EMBOSS THE LOGO.

DO NOT REMOVE “BEER BAR, EST 2008” FROM THE LOGO.

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UNACCEPTABLE USAGE OF SECONDARY LOGO

Consistent and correct use of the Porter Beer Bar logo is an important part of building brand integrity, equity, and unity. These guidelines will show examples of incorrect use of the secondary logo.

DO NOT SKEW OR STRETCH THE LOGO.

DO NOT TINT OR FADE THE LOGO.

DO NOT ADD A DROP SHADOW TO THE LOGO.

DO NOT OUTLINE THE LOGOTYPE.

DO NOT ADD ADDITIONAL WORDS TO THE LOGO.

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UNACCEPTABLE USAGE OF SECONDARY LOGO

DO NOT ALTER THE LOGO COLOR.

DO NOT CHANGE TYPEFACE OF LOGO.

DO NOT BEVEL OR EMBOSS THE LOGO.

DO NOT REMOVE “BEER BAR, EST 2008” FROM THE LOGO.

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DO NOT CHANGE SPACING OF LOGOTYPE.


UNACCEPTABLE USAGE OF LOGO WITH PHOTO

DO NOT PLACE A PHOTO IN THE LOGO

DO NOT PLACE INVERTED LOGO ON LIGHT PHOTO

DO NOT PLACE LOGO ON TOP OF TEXT

DO NOT PLACE LOGO ON TOP OF PEOPLE

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TH E P ORT E R B E E R B A R B R AND MANUAL

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FONTS TEXTURes COLORS

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FONTS

PRIMARY TYPEFACE PORTER TYPE

SECONDARY TYPEFACES WINDSOR HAND

abcde f gh i jk lmn o p q r s t u v w xy z ?!

FUTURA FONT FAMILY

Futura Std Light

Futura Std Medium

a b c d ef g h i j k lm n o pqrstu v wxyz A B C D E F G H IJ KLMNO P Q R S TU V WXYZ 0 1 2 3 4 5 6789!@ # $% ^&*( ) ”|< >?

abc defghijk lmnopqrst u vw xy z A BCDEFGHIJKLMNO PQR S T UV W XY Z 0 1 2 3 4 5 6 7 8 9 ! @# $ % ^ & * ()”|<>?

*Any font from the Futura Font family may be used for The Porter Beer Bar branding.

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TEXTURE AND COLOR SWATCHES

Porter Beer Barâ&#x20AC;&#x2122;s identity will feature specific types of textures including the Chipboard, Wood, and Water Color Paper textures. The textures are represented below and shown in use with the three Porter primary colors. These textures are provided for use on the accompanying Porter Beer Bar Brand Manual DVD.

CHIPBOARD

WOOD

WATER COLOR PAPER

Texture

Texture

Texture

PORTER CREME

PORTER WHITE

PORTER BLACK

on Chipboard texture

on Wood texture

on Watercolor Paper texture

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TH E P ORT E R B E E R B A R B R AND MANUAL

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BUSINESS CARD SPECIALTIES POSTCARD TO-GO MENU

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PREMIUM BUSINESS CARD

The Porter Beer Bar Premium business card is used for special events and corporate communications. It is made of thin balsa wood with a black wrap-around label. The balsa wood will be cut 3.5" x 2" and the black wrap will be cut 5.6" x 1.3". To assemble, wrap the black label around the business card evenly, leaving 0.35" on each side on the height of the card.

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CONVENTIONAL BUSINESS CARD

The Porter Beer Bar Conventional business card is for everyday use. It is designed with a simple, black and white aesthetic that reflects the Porter brand. The dimensions are 3.5” x 2” and is printed one a thick card stock. The business card should not be printed on a glossy paper.

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TRIVIA FLYER SPECS

3.5¨

The Trivia flyer is a double - sided collateral piece that serves as a Porter event promotion. The front side features a humorous illustration of Albert Einstein, a quote, and a header for “Trivia Thursdays” at The Porter. The back features all of the information about the event, hand-drawn illustrations, as well as the Porter logo and the bar’s contact information. 5¨

The flyer is 3.5” x 5” and serves as a communication tool for the bar by bringing in customers to participate in a Porter event. It’s a piece that will be distributed to patrons an encourages them to come back every week and join in on the fun.

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TRIVIA FLYER

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TO-GO MENU

6.75¨

The Porter Beer To-go Menu is a two-sided pocket-size piece. It is a 6.75” square folded three ways. Each fold reveals a new piece of information, making for a fun experience. As with the rest of our branding, illustrations are found through-out the menu, giving a more genuine and fun quality.

6.75¨

When completely folded out, the front of the menu displays the logo, imagery, and information about The Porter Beer Bar specials and events. The back side is a condensed version of the menu, displaying starters, entrées, beer suggestions, and desserts. This piece serves as a communication tool and helps spread the word about The Porter Beer Bar, while encouraging patrons to return. One sections informs the reader about The Porter Truck, and another provides a scannable QR code that links to The Porter’s Beer IQ app.

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LOGO CONF POSITIONING COLOR APPL


FIGURATIONS G & PROPORTIONS LICATIONS

TO-GO MENU

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TO-GO MENU

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TO-GO BOX TO-GO BAG MATCHBOX COASTER SET 29

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LARGE TO-GO BOX SPECS

The Porter Beer Bar will provide both medium (6” x 4.75“) and large (6” x 8”) take out boxes to accommodate for all types of food. Both will be made of leak proof and microwavable safe cardboard. To stay consistent with the look and feel of the brand, we opted to use a recycled cardboard for the boxes. The box will stay plain and will use The Porter Beer Bar roll of tape to seal the box. The tape will complement the Porter Brand and will have to be used hand in hand with the box.

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SMALL TO-GO BOX & STICKER SPECS

Accompanying the to go boxes is the Porter Beer Bar roll of tape. The tape is primarily used to wrap around a to go box and seal the contents inside. The design will be seamless and can be cut at any part.

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TO-GO BAG SPECS

8”

The paper bag packaging must follow the dimension 2a x a x 3a. Furthermore, all bags must follow the respective ratio as the example shown above for the placement of the logo and the seamless pattern wrapping around the bag.

2.65”

3”

The imageries used in this handdrawn pattern were inspired by what the Porter brand stand for--a traveler’s den-like beer bar, so we referenced some elements that stimulated that kind of theme. The suitcase and stamps represent traveling, and the more obvious beer, hop, and the barrels represent the beer bar side of Porter. Furthermore, we incorporated some imageries that have already been established within Porter in order to tie in the atmosphere of the environment as well (i.e. the actual lamps and mason jars used in the restaurant and the fish to represent the food we serve).

6”

12”

4”

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TO-GO BOX & BAG

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MATCHBOX SPECS

.3” 2” 2¨

2”

.3”

.3” .3”

0.3¨ .3” 0.35¨ .35”

1.5”

1.5¨

1.5”

4¨ 4”

2” 0.35¨ .35”

The Porter match box is 1.5 inches in height, 2 inches in width, and 0.35 inches in thickness. The fold lines are indicated, and the white dashed line indicates where a cut should be made. The upper template is the outside of the box, and the lower template is the drawer that holds the matches.

1.5¨ 1.5”

The logo is on the top of the box and a hand-drawn illustration is on the bottom. One side of the box shows the website link, and the other side has a strike pad. The drawer is black to give more contrast, and it has a match pattern on the bottom of the inside. 2¨ 2”

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MATCHBOXES

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COASTER SPECS .15”

.15” .375”

4”

.15”

.375”

.375”

.15”

.375”

2.5”

4”

.375”

4”

.15”

.375”

.375”

.375” .15”

.15”

The Porter coasters consist of a dual sided design. The front side features the Porter logo, and the back side features a quote accompanied with a hand-drawn illustration. For the front side, the logo will be centered and sized at 2.5 inches. Each side will have a 0.15 inch margin on all sides, where a line border is in place. All illustrations and type must stay inside this margin.

TH E P ORT E R B E E R B A R B R AND MANUAL

.15”

All coasters are 4 inch squares with rounded corners. The corner radius is 0.375 inches. The designs will be printed on textured paper on both sides, sandwiching a thin, water-absorbant material in the middle to ensure durability and functionality.

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COASTERS

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Chalkboard signage uniform BEER truck

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CHALKBOARD SIGNAGE SPECS

24¨

The Porter Beer Specials chalkboard menu is 24 by 36 inches. It has a dark wooden frame and has a semipermanent transfer (demonstrated in the first image). There is a 20 by 20 inch blank area where the daily or weekly specials can be written in chalk (the second image is provided as an example).

36¨

20¨

20¨

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UNIFORM SPECS

The Porter uniform consist of a Porter T-shirt and jeans. The Porter T-shirt comes in black with the white version of the secondary logo on the chest area. The Porter barrels are located on the left sleeve and the barley pattern seamlessly wraps around at the bottom on the front and back of the T-shirt. The barley pattern is printed in a metallic ink that reflects light.

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BEER TRUCK SPECS

The Porter Beer Truck is a huge advantage for the bar. It is used for various events and organizations sponsored or catered by The Porter. The truck an automatic bar top connected to the window that drops down for customers to order food and a beer. The truck also houses our chalkboard menu, reinforcing the brandâ&#x20AC;&#x2122;s hand-drawn aesthetic and showing the customers what The Porter has to offer that day. The drop down door on the back of the truck is made of wood and features the barâ&#x20AC;&#x2122;s logo, once again reinforcing the authenticity that we have created for their brand.

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BEER TRUCK ENVIRONMENT

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PRINT ADVERTISEMENTS WEBSITE BEER APPLICATION

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PRINT ADVERTISEMENTS

The three aspects of The Porter that the ads focus on are community, environment, and product. Each are important elements that will bring in customers and create a stronger, more cohesive brand. These will be used for magazine ads and flyers posted around Atlanta. They all feature photography, hand-drawn illustrations, and The Porter logo and typeface.

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PRINT

With the community ads, the focus is on the sense of camaraderie that bar-goers share. It’s also used as somewhat of a “welcome” message, letting patrons know that The Porter is a place to meet friends and enjoy a beer in the process.

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PRINT ADVERTISEMENTS

The product ads focus on another big draw of The Porter: the food selection and extensive beer list. This displays a mouth-watering photograph of the bar’s infamous black bean burger, as well as a pairing of one of the Porter’s refreshing drafts.

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PRINT

The environment ads focus on the location, Little Five Points, which is a huge part of The Porter brand. This Atlanta neighborhood represents the epicenter of youth culture and we wanted to use that to the barâ&#x20AC;&#x2122;s advantage.

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WEBSITE

The redesigned Porter website is a tile based website which scrolls side to side to view information. Aesthetics of the brand of black and white and the wood texture will be used. The tiles are different sizes and depending on the importance of the information, the larger the tile will be.

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WEBSITE

When you get to the home page, all tiles will be black and white and as you mouse over, it will turn full color. The dimension of the website is 1024 x 768

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WEBSITE

When the Daily Specials tile is selected, the tile will expand while pushing the other tiles to the side. The page shows the daily specials of starters, mains, and desserts, and on the left is a picture slideshow of the food

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WEBSITE

The About Us page shows information about the owners and employees. When you hover or click a face, it will show their information and reveal their face in color.

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PORTER BEER APP

Beer IQ by Porter Beer Bar is an interactive app created to engage frequent customers and invite new ones to play and win at The Porter. Once you download the app you will be quizzed on beer parings with some of The Porterâ&#x20AC;&#x2122;s most popular dishes. When you guess the correct pair, you advance a stage. The more stages advanced, the more you can win. This app allows customers to win up to 25% off.

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PORTER BEER APP

The Porter is founded upon creating a social environment for their patrons to meet and mingle. This Porter app was designed to build a relationship with their customers by encouraging interaction in and out of the bar. It encourages the patrons to get involved with the products and other people playing the app.

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©TH2014 TheE RPorter E P ORT B E E RBeer B A RBarB R AND

MANUAL

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The Porter Brand Manual