R E V . SE P TE M BER 2 0 1 9
Shrimp Shack Visual Brand Guide
Table of Contents Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Icons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Textures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Lil’ Shrimps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Brand In-Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 3
Colors
PRIMARY PALETTE
PMS 1655 c
PMS 3115 c
PMS 7477 u
#F15925
#16B7C6
#5F7582
C 75
R 65
C 75
R 65
C 75
R 65
M5
G 140
M5
G 140
M5
G 140
Y 100
B 141
Y 100
B 141
Y 100
B 141
K 0 A warm orange evokes hunger as the keystone color of the Shrimp Shack brand.
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K 0 A cool teal accents the primary and conveys a sense of freshness from the sea.
K 0 A cool, median gray rounds out the primary palette to serve as a utility color.
ACCENT PALETTE
PMS 7621 up
PMS 715 c
PMS 123-6 c
PMS 552 u
#D43D29
#EE8B22
#0E8791
#AECAD7
NEUTRAL PALETTE
PMS 447 c
PMS 7541 u
PMS 179-1 u
White
#343735
#E5E5E5
#F3F3F3
#FFFFFFF
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8
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Logos
Primary Full Color w/ Tagline
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Primary 3-Color w/ tagline
Primary 2-Color w/ tagline
Primary 3-Color Reverse w/ tagline
Primary 2-Color Reverse w/ tagline 13
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Primary 1-Color Orange
Primary 1-Color Gray
Primary 1-Color Reverse
Primary 1-Color Reverse Distressed
Secondary 3-Color
Secondary 2-Color
Secondary 3-Color Reverse
Secondary 1-Color Reverse 15
Alternate Full-Color w/ Tagline
Alternate Full-Color w/ Tagline Reverse
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Alternate 2-Color
Alternate 1-Color Reverse
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Wordmark 1-Color
Stacked Wordmark 1-Color
Wordmark 1-Color Distressed
Stacked Wordmark 1-Color Distressed
Stacked 2-Color
Stacked 2-Color Reverse
Stacked 1-Color Reversed
Stacked 1-Color Distressed 19
Icons
WEB & MOBILE ICONS
144px - Large-Format Retina Displays
114px - iPhone Retina Displays
72px - Legacy Android Displays
57px - Web-App Displays 22
TILE ICONS
SAFARI ICONS
Windows Metro Large Tile
Pinned Tab Icon Touch Bar Icon
Windows Metro Wide Tile
Windows Metro Medium Tile
ProďŹ le Photo Icon
Browser Favicon
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ALTERNATE USE ICONS
3-Color ‘Retro’ Icon
2-Color Icon
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ALTERNATE USE DISTRESSED ICONS
3-Color ‘Retro’ Distressed Icon
1-Color Brush Distressed Icon
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Typ
Shack
pography
It Up!
DOMINANT HEADING TYPEFACE
Calafia Regular A B C D E F G H I J K L M NOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 1234567890&$%
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Heading 1 Heading 2 Heading 3
SUPPORTING HEADING TYPEFACE
Change One Regular ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890&$%
Heading 4 HEADING 5 H EA D I N G 6
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DOMINANT HEADING TYPEFACE Open Sans Regular A N a n 1
B C D E O P Q R b c d e o p q r 2 3 4
F G H I S T U V f g h i s t u v 5 6 7
Open Sans Italic J K L M W X Y Z j k l m w x y z 8 9 0
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B C D E O P Q R b c d e o p q r 2 3 4
F G H I S T U V f g h i s t u v 5 6 7
B C D E O P Q R b c d e o p q r 2 3 4
F G H I S T U V f g h i s t u v 5 6 7
J K L M W X Y Z j k l m w x y z 8 9 0
Open Sans Bold Italic
Open Sans Bold A N a n 1
A N a n 1
J K L M W X Y Z j k l m w x y z 8 9 0
A N a n 1
B C D E O P Q R b c d e o p q r 2 3 4
F G H I S T U V f g h i s t u v 5 6 7
J K L M W X Y Z j k l m w x y z 8 9 0
Hyperlink
Active Hyperlink
Click Here To Learn More
Click Here To Learn More
VISUAL HIERARCHY
H1 Heading H4 Heading E x amp le p age c o p y c a n l e v e r a g e a g i l e f rame wo rks to pro v i d e a r o b us t s y no p s i s f o r hi g h l e v e l o ve rvi e ws. Ite r ati v e ap p r o a c he s t o c o r p o r a t e s t r a t e gy f o ste r c o l lab o r ati v e t hi nk i ng t o f ur t he r t he o v eral l val ue . ∙ H 6 H E A D IN G ∙ H 6 H E A D IN G ∙ H 6 H E A D IN G
Call to Action 31
Usage
LOGO CLEARSPACE
1x
The logo should have a base margin that is equal to the width of the tagline border. This clearspace should be applied to the wordmark, while the protruding badge element may eclipse certain simple backgrounds.
Overlap Space 1x
1x
1x
1x Overlap Space
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Overlap Space
Overlap Space
DISAPPROVED USAGE
Never squish or skew the logo.
Always observe proper contrast ratios.
Never alter colors from approved marks.
Always observe proper margins. 35
Tiles &
Textures
TILEABLE GRAPHIC PATTERNS
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Red Tile Pattern
Teal Tile Pattern
Bone Tile Pattern
Gray Tile Pattern
TEXTURES
Shiplap Texture
Dark Wood Texture
Teal Boards Texture
Gray Boards Texture 39
Imagery
MARKETING IMAGERY Shrimp Shack’s marketing imagery and photography serves to provide brand-speciďŹ c backgrounds which showcase the food so that it may be paired with headlines and copy. The image composition should provide clear margins for text and must observe high contrast values. For example, light text may be applied to a dark background or, conversely, dark text may be applied to a light background. These images should typically depict food served in the restaurants, but on occassion may feature raw ingredients as a means of conveying quality, sourcing, and freshness. 42
MENU IMAGERY Shrimp Shack’s menu imagery is presented on white, modern dishware against a white background. This spotlights the food itself and prevents the eye from being distracted by environmental elements. Food is typically captured at a 30° elevation and a 60° angle to provide a sense of scale and depth. Items are shown with recommended sauces and any applicable sides. Occassionally, Sides may be shown with a raw ingredient for added context for the audience. 43
Lil’Shrimps Shrimp Shack’s classic logo maintains as a part of the new brand through its incorporation into the “Lil’ Shrimps” division of the brand. Our mascot, Shrimpy, appears often and exclusively anytime or place that children are referenced within the brand.
A coloring sheet doubles as our kids menu and placemat in-store, and any future childrens’ merchandise will of course feature Shrimpy, Shrimp Shack’s original issue mascot.
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Brand
In-Use
UNIFORM COMPONENTS
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Left Page: 2-Color Embroidered Dri Fit Polo 3-Color Embroidered FlexFit Cap Right Page: 1-Color Embroidered Apron
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IN-USE EXAMPLES
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PACKAGING EXAMPLES 1-Color Polystyrene Cup 1-Color Plastic Bag
1-Color Letterpress Napkins
Embossed Polystyrene Box
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Butcher Paper Liners
MERCHANDISE CONCEPTS
Men’s 3-Hit, 1-Color on Charcoal Heather
Men’s 2-Hit, 2-Color on Black
Women’s 2-Hit, 1-Color on Teal Heather 53
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