what’s to come Section 1: Brand Essence
Section 2: Brand Guidelines
Section 3: Brand Mock-ups
ceo letter
We Are The Future Scientist spend their lives studying the natural phenomenons of the world, becoming experts. As experts they provide us with the logic and reason behind events. Scientist study the past so we can learn from it. They use that knowledge to give us hope in the present. Using both the past and the present scientist create logical and reasonable predictions about the future. At Atomic 29 we choose to believe in a different future. We believe in a future made from the mind, one of fiction. Atomic 29 is a futuristic bar and restaurant. We want to engage and immerse our audience through their senses. We choose to be futuristic, mysterious, unusual, and risky. We want to be the result of a technology driven society and an apocalyptic world. We want to be a dystopian future. At Atomic 29 we want to show our customers the world through our eyes. You are a part of the pieces that make up Atomic 29 more than just a bar and restaurant with a theme. You are the characters that connect our customer’s to more than just the physical pieces. You are the personality that keeps them coming back for more. Thank you for being a part of Atomic 29. The future.
Rowan Carter, CEO
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section 1
futuristic
We are futuristic. We look to the future to capture an outcome that could happen.
attributes
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mysterious We are mysterious because the future is unknown and unexplainable.
attributes
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unusual
Atomic 29 is unusual. It isn’t everyday that you walk into the future.
attributes
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risky Atomic 29 is risky. There is a certain amount of chance that plays into the things we do.
attributes
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objective
Atomic 29’s purpose is to envision and explore an unusual future. A dark and gritty dystopia. We want to engage our audience’s senses through reimagined food, drink, and technology.
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Atomic 29’s target audience are people who can appreciate the eccentric and extraterrestrial ideas of the 21st century. They want to experience an unusual world just as much as we do. Although, Atomic 29 is not an exclusive place, we welcome “normal people” to join in too.
Audience
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section 2
The Beginning
After a night of watching the Fifth Element with the indulgence of a couple beers CEO, Rowan Carter, longed for the future that he had always chased in books and movie. Rowan, taking action, decided to make a future that everyone would want to be apart of.
our story
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1
Atomic 29’s logo is ever changing. The logo starts with two simple graphics, one being the letters (1) and the other being a divided box (2). To create the logo each letter should be separated by one piece of the box. Only one box should be used per logo.
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logo
Use no more than the four right angles from the square along with any of the straight line. Make sure that when turning the bars they are at 90 degrees.
The connecting bars should not over power the letters. They should stay at a quarter of the percent of the letters.
Connecting bars can be placed anywhere near each letter as long as it is clear which letters connect to the others.
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Atomic 29’s tagline is “Taste The Future�. We are a restaurant and bar that embodies the possibilities of the future and what could happen. We want to engage their senses.
signature
When setting the tagline with the logo make sure that the signature does not go past the logo on either the right or left side.
The signature should sit on the side of the logo that has more white space. It should not touch the logo but stay close to it.
The signature should not go above the logo when being used as a signature. We want it to be the second thing to catch the audience’s eye. 35
The simple square that helps to create the Atomic 29 logo can also be used as another visual accent. Duplicating the square and manipulating the pieces into symmetrical patterns can help to elevate some of Atomic 29’s assets.
patterns
Patterns can be simple or complex.
Patterns are repetitions of the square. More than one square can be manipulated to create one pattern.
The bar of the pattern should be turned on a straight angle.
Pattens can be used large or small but should not be the main focus of any piece. 37
Atomic 29’s colors are not typically associated with a feeling of the future. We are taking unusual colors and applying them into our brand.
Lavish Lilac and Vibrant Pink are the main colors of Atomic 29. It creates a future of a different feeling.
Colors should be used wisely. The colors are light, bright and vibrant while still conveying a gritty future.
Dusty Purple is an alternative to black. It is mostly used as an accent to the main colors.
Black, white and gray should be used to compliment the main colors of the brand. Mainly, used for text and backgrounds.
Color
Lavish Lilac
Vibrant Pink
Dusty Purple
CMYK: 23, 35,0, 0
CMYK: 14, 99, 1, 0
CMYK: 77, 84, 39, 32
RBG: 193, 167, 208
RBG: 209, 24, 139
RBG: 69,51, 86
HEX: c1a7d0
HEX: d1188b
HEX:45335
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Using type to express the brand is important. Making the essence of who we are consistent and complete.
Alfa Slab One Alfa Slab One is a typeface that should be used to highlight the importance of a word or phase.
Pantano Sans Pantano Sans is a typeface that should be used more frequently. It is slender and easy to read.
Avenir Next Avenir Next is a type family that should only be used when the other two lack a variation. Not intended for the headers or body copy.
Futuristic
unusual
U nus u a l
Unusual Risky Futuristic Mysterious
unusual
unusual
Unusual
Risky
futuristic
Futuristic
mysterious
Risky
Risky Mysterious
Fu t u ri s t i c
Myst er iou s
futuristic
m yste ri o us
Risky
futuristic
risky
unusual
Unusual
Risky
risky
Futuristic
Unusual
mysterious risky
risky
Futuristic
mysterious futuristic risky unusual
futuristic
Mysterious
mysterious
mysterious
unusua l
Risky Unusual
Mysterious
Futuristic
ri sk y
Mysterious
Mysterious
Risky
futur i s ti c
Mysterious
Unusual
Futuristic
type
Unusual
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Our photography is a large part of Atomic 29’s visual language. We use compelling pictures of cities, people, food, and drinks. Intriguing our audience to explore more of what Atomic 29 has to offer.
Don’t
Don’t
When editing photo colors a gradient map should be made consisting of Lavish Lilac, Vibrant Pink, and Black.
Vibrant Pink should not over take the photos. It should be the lightest value on the map. Black should be the darkest on the map and Lavish Lilac should be a middle value.
Don’t
Do
Black should not over power the image either. It should be a visual balance between the three colors making it easier to understand the image content.
When balancing the image’s color be sure to move the Lavish Lilac tab back and forth. The mid-tone sliders are also important to make the photo clear. It may take a little more black and a lot less pink. 47
section 3
stationary
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apparel
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Website
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advertiseMent
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outdoor signage
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