Brand Guidelines
Discover the West.
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Our Story 4 Logo 23 Research 12 Typography 32 Color Scheme 34 Stationery/Products 36 3 3 Lottie’s Saloon
Here’s our story.
In 1872, a well-dressed, North Texas. from the Paris one of Texas’
The lady pushed house, and game of faro. winnings like did. And so, Few of Lottie’s on April 21, 1844, a racehorse business trips introduced and introducing at cards.
Reasoning Welcome to Lottie’s Saloon.
In 1865, Lottie a year later cards at the fallen in love a club owner departed for allegedly killing a card game. also headed Fort Griffin, elbows with gamblers as Wyatt Earp, more than $3,000 Holliday in one
After many glamorous Frank in New couple married and moved Lottie gave became a founding of St. Luke’s
Lottie’s
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Saloon
Reasoning behind the name
well-dressed, young woman sashayed along the dusty streets of Fort Griffin in Texas. Although she looked like a cultured Southern belle with a wardrobe straight Paris fashion houses, the red-haired beauty, who went by the name Lottie, was Texas’ most notorious gamblers.
pushed through the batwing doors of the BeeHive, her preferred gambling proceeded to extract every last cent from a well-off gentleman at a card faro. As the story goes, someone yelled from the back of the saloon, “Honey, with like them, you ought to call yourself Lotta Dinero.” With a slight adjustment, she Lottie Deno was born.
Lottie’s contemporaries ever discovered that she was born Carlotta J. Thompkins 1844, the daughter of plantation owners near Warsaw, Kentucky. Her father, racehorse breeder, sent her to an Episcopal convent and took Lottie with him on trips across the United States and Europe. But, it was in New Orleans, that he his eldest daughter to the world of gambling - betting heavily on his horses introducing her to the secrets of winning
Lottie arrived in San Antonio and was offered a job dealing the University Club. Lottie had love with Frank Thurmond, owner who eventually for West Texas after killing a man during game. In time, Lottie headed west, arriving at where she rubbed with such legendary as Doc Holliday and Earp, once winning $3,000 from one evening.
years as a gambler, she joined New Mexico. The married in 1882 in Silver to Deming, where up gambling and founding member Luke’s Episcopal Church.
Lottie was not only the name of a famous gambler, but Lottie was also my grandmother’s name. Lottie Woodard (Henry) was born on September 28, 1942 – just eight years after the (in)famous Lottie Deno’s death. While my grandmother was not a famous gambler in Texas, she was the glue that held my family together.
My grandmother was 14 when her mother passed away and she had to take on the role of “mom” in her household and help raise her brothers and sisters. She worked hard everyday to provide for her family. A while later, my mother, aunt, and uncle were born. She continued to work raising them as a single mother.
After my sister and I were born, my grandmother’s role as caretaker did not stop there. Her work ethic and drive kept her going to provide for us and our mother, and inspired me to be the best version of myself and to never settle for less.
After 74 years of life on this earth, my grandmother passed away on March 21, 2016. My entire college career has been dedicated to her, and this falls nothing short of that.
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Positioning Statement
For the adults life was like Saloon offers experience alike. Rather Saloon transports in time way
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adults who want to explore what like in the wild west, Lottie’s offers a one-of-a-kind card playing experience for history and card lovers Rather than other casino’s, Lottie’s transports you to another moment way back when.
Lottie’s Saloon
Mission Statement
Our main people an sit back and learning about
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main focus at Lottie’s Saloon is to give an escape from everyday life to and enjoy a game of cards while about American history.
Tagline
Discover the West.
Discover West.
Entertaining
Educational
Brand Voice
Educational
Historical
Case studies
Big Nose Kate’s Saloon
Big Nose Kate’s Saloon first Grand Hotel opening in September
The Grand Hotel was declared as one the state, the hotel was luxuriously carpeting, and its walls were adorned Providing 16 bedrooms, each with a with solid walnut furnishings, toilet and wallpaper. The lobby was equipped chandeliers and more luxurious furnishings, boasted hot and cold running water 500 people in the span of a couple with an invitation-only ball on September
During its first few years, the hotel Tombstone’s most famous residents Earp, Doc Holliday, and the Clanton into town. In fact, Ike Clanton and the were registered guests the night before Corral gunfight.
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first got its start as The September 9, 1880.
one of the finest hotels in furnished, provided thick adorned with costly oil paintings. a “view,” they were fitted toilet stands, fine fixtures, equipped with three elegant furnishings, while the kitchen water and facilities to serve some of hours. The hotel opened September 9, 1880. often housed some of residents including Wyatt and Virgil Clanton Gang when they came the two McLaury brothers before the famous OK
Sadly, The Grand Hotel did not survive the devastating Tombstone AZ fire of May 25, 1882. Above ground, the only things that remained standing were her seven graceful arches and her floor joists on the main level. The rest of the building collapsed into the basement.
Today, the building is home to Big Nose Kate’s Saloon. A number of changes have been made to the original structure since it burned down and has been rebuilt. The bar area, that was originally housed in the basement of the old hotel, is now located on the main level. In the basement is a gift shop, but the tunnel leading to the mine shafts still exists. The saloon holds the Grand Hotel’s original long bar, the only one of which survived the fire of 1882 and is still available for thirsty patrons. The only other long bar that survived the two infernos is in the Bird Cage Theatre, now a museum. Imagine setting your elbows down on the very place that once did the Earps, Doc Holliday, and the Clantons.
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Stepping inside the Silver Dollar Saloon saloon is like stepping into the past.
Many features throughout the building are the original pieces. One of the first things that can be seen is the windbreak, which serves a dual purpose. The structure helps keep the harsh Leadville winds and cold weather out. However, it was also used to obstruct the view of drinkers inside. At the time, women of moral standard did not go into such establishments, but if they could see their husbands drinking from the street a verbal lashing was sure to follow. The windbreak makes it impossible to see anything without fully entering the saloon.
Past the windbreak the original bar a walk up bar only, the front bar a few brass spittoons along the floor. windbreak, swinging doors, the mahogany inch diamond dust mirrors came in St Louis Missouri. It took three part by covered wagon and part it was completely gutted. The two seats on the train.
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case studies
bar can be seen. Designed as was lined with a foot rail and floor. The white oak back bar, mahogany front bar, and the 3/4 came from the Brunswick Company three weeks for the pieces to arrive, by train. When the train arrived, two booths in the bar were the
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Target Audience Geographic: - Mid-West, Western U.S. - Rural towns - Large cities Demographic: - 21 years of age and older - All genders - All Ethnicities - $50,000 + a year
Psychographic: - Laidback - Hard-working - Interest in history - Interest in playing poker Behavioral: - Wants a week night or weekend out with friends/family - Wants to learn more about the American West.
personas
Justin anderson
24 | Married Introvert Oil Field Foreman Analytical Tulsa, Oklahoma Outgoing
Justin is a hard-working husband that likes to let loose on the weekend with his friends and wife. He doesn’t like large crowds, but when he’s with his friends he’s a totally different person. He loves playing cards and is actually a very good card shark. He isn’t home often due to his job, however every change he gets to spend with his family is valuable.
- Support his wife - Spend as much time with his wife and friends - Make as much money as possible
- Works long shifts - Not home often - Doesn’t get to do as many fun activities
Goals:
Frustrations:
Sarina McDonald
| Married | 2 children History Lover Interior Designer Creative Houston, Texas Extrovert
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Sarina is a blossoming interior designer who looks to translate her passion into every space she works on. She draws her work from her love of history and seeks to bring historical styles back. While enjoying history and interior design, she loves to spend time with her family and they often have a family game night.
Goals:
- grow a strong industry reputation - travel as much as possible with her family - learn more about American history
Frustrations:
- Keeping in touch with clients - Competing with more established designers - getting poor results from marketing efforts
Logo Sketches
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Logo - do’s
The logo consists of a clear poker chip icon with the company name. The logo as well as the logo colors are not to be changed or distorted in any way.
Logo Logotype
The Logo Title Dark Background Only
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Logo - dont’s
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Logo clear space
X
X 30 30 30 Lottie’s Saloon
X
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Montserrat ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 + ; % @ * Typefaces Primary Typeface Regular. Italic. Bold. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 + ; % @ * ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 + ; % @ * ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 + ; % @ *
Secondary Typefaces Rosewood Std FIll ABcDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 + ; % @ * Stud ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 + ; % @ *
Colors
Primary Colors
Our colors provide for a muted, yet vibrate scheme that allows for a multitude of combinations. They pull from both the historical and modern aspect of Lottie’s Saloon. These colors are not to be changed, or manipulated in any way other than what is listed below.
Blue
CMYK: 99 / 76 / 42 / 33
RGB: 12 / 57 / 87
Hex: #0c3957
Pantone: 302C
Maroon
CMYK: 42 / 91 / 49 /28
RGB: 124 / 45 / 76
Hex: #7c2d4c
Pantone: 7642C
Mint
CMYK: 36 / 4 / 34 / 0
RGB: 165/ 207 / 181
Hex: #a5cfb5
Pantone: 559C
Pink
CMYK: 9 / 73 / 0 / 0
RGB: 220 / 104 / 167
Hex: #dc68a7
Pantone: 218C
Secondary colors
Light Blue Tan
CMYK: 14 / 2 / 9 / 0
RGB: 165/ 207 / 181
Hex: #d9e9e5
Pantone: 656C
CMYK: 28 / 27 / 52 / 0
RGB: 188 / 173 / 134
Hex: #bcad86
Pantone: 452C
Card Dimensions 2 x 3.5 in Paper Weight 260 gram white Card Dimensions 5.5 x 8.5 in Paper Weight 260 gram white Business Card Parameter Envelope Parameter Letterhead Parameter Paper Dimensions 8.5 x 11 in Paper Weight 120 gram white Stationery 8.5” 2” 3.5” 5.5” 1840 Poker St. Cody, WY 24678
8.5” 11”
Logo application