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Brand Identity and Promotion Manual 1.0 Section


Table of Contents 1.0 Introduction 1.1 Background.....................................................2 1.2 Creative Brief.............................................3 2.0

Brand Identity 2.1 Logo........................................................................5 2.2Business applications.......................6 2.2 Business Cards.......................................6 2.3 Stationery......................................................7 2.4 Wildcard............................................................8

3.0

Promotional Campaign 3.1 Print advertising.......................................9 3.2 Outdoor advertising.......................10 3.3 Packaging and Wildcard.........11 3.4 Mobile..................................................................12

4.0 Project Synopsis 4.0 Project Synopsis..................................13

1.0 Section

pg. 1


Background Urban Bar and Corner Cafe is a locally owned bar in the heart of the Old City. Unlike most of the bars and clubs in the area, Urban Bar offers a very laid-back atmosphere. It also offers multiple kinds of entertainment including, pool tables, darts,, and bar video games. Urban Bar also offers a spacious patio and a roomy inside as well. The bar is a 21+ establishment and offers inside smoking. Urban Bar also offers over 20 different draft beers and good tasting food.. Urban Bar’s current logo is shown to the left. The color scheme seems a bit random and does not reflected the atmosphere of Urban Bar as well as it could. The typeface chosen doesn’t seem to fit the bar either.

Current Logo

Urban Bar has plenty of competition close by. There are more than four other bars just on the same block. Some competitors include Barley’s, Hannah’s Cafe, South Bound, and Jig and Reel. Urban Bar is set apart from it’s competitors because of the combination of a stress free environment and it’s entertainment, patio, and menu. The typical age of Urban Bar’s customers ranges between 21 and 35.

1.1 Background

pg. 2


Creative Brief Where bad days end and great nights begin! Where bad days end and great nights begin! Where bad days end and great nights begin!

1.2 Creative Brief

The marketing of Urban Bar first comes with the realization of it’s greatest strengths: • • • • • • • • •

Over 20 draft beers Good food (not typical bar food) Location (The Old City) Laid back, stress free atmosphere Great place to gather with friends Multiple entertainment opportunities Inside and outside smoking Spacious patio Large and roomy inside.

When considering these strengths, I found that focusing on the fact that the bar was stress free and a great gathering place for good food and beer was the direction that would draw most attention. Because I chose to focus on this aspect of the bar, I came up with a slogan that would be identifiable no matter a person’s walk of life. “Where bad days end and great nights begin” was the final slogan choice. This was chosen because everyone has bad days no matter where they are in life, and everyone needs a break. It is one of the most universal messages in our society, therefore it will reach multiple groups of people.

pg. 3


Brand Identity

Brand Identity 2.0 Brand Identity

: n o i t c e In this s Company Logo • Main Logo • Variations and sizes Business Applications • Business Cards • Stationary • Wild Card

pg. 4


Logo Variations

Color Scheme Primary Color

Secondary Color

C 53 M 13 Y 100 K0

C 87 M 35 Y 100 K0

The logo typeface was chosen because of its grungy type look that fits well with the old buildings and streets of the Old City and the type of area. It also goes well with the imagery of the word “urban”. We typically think of a big city when we hear the word “urban.” The color scheme was chosen because of not only the area having many red brick buildings including Urban Bar’s building, but also due to the inside environment of the bar. It is made of mostly red brick and deep cherry wood. This green compliments the red of the inside and outside environment, but also stands out.

2.1 Logo

pg. 5


Business Applications Business Card

Front

2.2 Business Applications

Back

pg. 6


Stationary

URBANCorner BARCafĂŠ &

Envelope

Letterhead 2.3 Stationary

Post-it Note pg. 7


Promotional Campaign

Promotional Campaign 3.0 Promotional Campaign

In this section: Promotional Campaign -Magazine Ads -Outdoor Ad -Packaging -Lapp -Wild Card

pg. 8


Print Advertising

3.1 Print Advertising

pg. 9


Outdoor Advertising Billboards

UrbanBarKnoxville. Ur Knoxv e.com e com

3.2 Outdoor Advertising

Old City

pg. 10


Promotional Packaging

Wildcard

Coaster

3.3 Promotional Packaging

Beer Glass pg. 11


Mobile

Mobile App interface with Menu and Location information

Example of mapping interface

3.4 Mobile

pg. 12


Project Synopsis

Project Synopsis

I began the project with researching and finding as much information about Urban Bar as I could. Which was a bit challenging because there was not a lot of available information about Urban Bar on the internet. Because of it’s location in the Old City, I knew I needed to tap in to the type of vibe and style that people expect to see in the Old City. I then outlined the interesting and unique characteristics that would draw people into the bar and separate it from it’s competitors. When I figured out those characteristics, I began to expand on them to come up with the “Big Idea.” I then realized the unique thing about Urban Bar is that it is relaxing and leisurely. Women don’t have to worry about dressing up or getting hit on constantly and men don’t have to worry about dancing awkwardly or standing up against the wall, awkwardly. Yes, many bars are like this, but none in the Old City. I wanted market the idea that Urban Bar was not just a bar. but a place that anyone, and everyone would enjoy.

4.0 Project Synopsis

pg. 13


Urban Bar Process Manual